#206 | From Business Mentor to Creative Director & Producer: Ramona Oxenbauer on Brand Evolution

00:00:00: I put in everything to that event.

00:00:03: We had ten months of preparation, i was walking on the edge for ten months To move those tickets and do all things to create this momentum.

00:00:12: And then you have these hundred women In a room with you.

00:00:15: You see the smiles or transformation?

00:00:17: You have relationships because hundred women is a lot.

00:00:21: At the same time we get to talk to nearly everyone.

00:00:25: Then all of this kind of quote-unquote crashes and you're like, oh no they are leaving.

00:00:32: This hurt this hurt a lot!

00:00:33: And at the same time I grew from it so much.

00:00:41: My guest today is my beautiful German colleague Ramona Ochsenbauer... ...and i'm so glad to have her on a podcast because she's one of the women I love to watch and follow and study.

00:00:55: then.

00:00:55: I've been in her world for a couple years now.. ..and Ramona is creative director & producer.

00:01:03: but The thing about her is a couple of months ago, she was actually a business mentor for coaches trainers personal brands.

00:01:12: So she decided to double down on her genius.

00:01:16: what that is?

00:01:17: She will tell you in the interview and also at the same time she made huge decision.

00:01:23: She pivoted in language so she switched your business from German to English.

00:01:32: I love this interview because we talk about so many interesting things.

00:01:37: We talked about content, why regular canva generated boring carousel content is not going to do the trick anymore?

00:02:01: be remembered, which is something we all want.

00:02:04: Right?

00:02:05: And we talk about pivoting... We talked about transitioning..We talked about evolving....we talked about how hard it can be to reinvent yourself and really decide double down on something, although you have a perfectly well-running business in the background which was the case before she decided to do all these big changes.

00:02:29: So without further ado let's dive in!

00:02:32: Enjoy this very open and diverse an insightful interview with Ramona Ochsenbauer & me.

00:02:40: Welcome To The Female Purpose Podcast.

00:02:42: Thank You so much.

00:02:43: I'm so excited to be here.

00:02:45: thank

00:02:47: You.

00:02:47: know what I did before?

00:02:49: I invited you this morning, actually.

00:02:52: I went to my Instagram and I checked because I wanted to know like when was the first time i actually entered Ramona's world And I remember it so vividly!

00:03:02: I was lying in my sun chair in Mallorca next to a pool... ...and I was SO frustrated Like..I was really mad Because I was preparing for launch that didn't want be doing.

00:03:14: So.

00:03:15: at that point in time, I had hired a very well-known business mentor and she looked at my business.

00:03:21: And she said, Well everything is just fine.

00:03:23: so let's do the same thing as before to make it bigger!

00:03:29: Because i

00:03:29: felt like...I was going through an identity shift back then but now i feel massive resistance to doing this.

00:03:39: But yes because i didn't know what else.

00:03:43: So I was lying next to the pool and what i did, is went on Instagram And on podcast just searching for you know input.

00:03:50: On What Was Going on?

00:03:52: And I came across

00:03:53: yours...

00:03:54: ...and I pressed the follow button.. ..And then The first thing I consumed was an audio training called Level not level up.

00:04:04: Audio no!

00:04:05: What was it called?

00:04:06: Volume Up maybe?

00:04:07: Volume

00:04:07: UP that was the one Love it And I remember it, i was lying next to the pool.

00:04:14: It was twenty two minutes and I consumed it and I was like how is she in my head right now?

00:04:19: This is so good!

00:04:22: So...I heard it once again..and once again ..listened several times.

00:04:27: ...and then I need more of this.

00:04:29: Ramona person probably when you go your CRM tool or email list are gonna see my name on a lot of your programs because have been binging alot.

00:04:41: Even the low ticket offers are so good, like I've really taken them and implemented whole courses with them.

00:04:49: That's how good they are!

00:04:51: So i just want to acknowledge you for that.

00:04:53: it is brilliant.

00:04:55: Thank You so much.

00:04:58: And... What I find fascinating about you, You have like a similar background to me or marketing girl.

00:05:04: We come from the corporate marketing environment.

00:05:07: So i'm so curious Like how did you know that was not gonna be your path?

00:05:12: When did you realize That's not quite it!

00:05:15: I am going do something different with my life.

00:05:18: This is such an interesting question because when I decided what I wanted after school... ...I remember those moments so well because I decided, i wanted to go into marketing.I knew that all the time-that this is my thing to do.

00:05:32: and so...i did study economics with a big focus on marketing & strategy then went in to the corporate world..and there was ALL THE TIME!

00:05:41: I felt like in a cage kind of.

00:05:43: I think it's the story many entrepreneurs know.

00:05:48: It doesn't feel right.

00:05:49: So also the sentence.

00:05:51: I heard alot at my corporate jobs.

00:05:53: We've always did it that way.

00:05:56: Everything inside, we were like... But now we can do better!

00:05:59: We can optimize and do in a more fun way.

00:06:02: And I'm so thankful for my last corporate job because It was so bad.

00:06:10: There are many things happening where i couldn't do this And needed to be so bad Because therefore could make the decision not be in a position where I have to ask someone whether i can go on vacation, how long?

00:06:28: Where it's not like running towards closed doors all the time with every single idea.

00:06:33: No this is what we're doing and also having so many people you have to have onboard to execute something tiny.

00:06:42: So there are so many decision makers between them.

00:06:45: It was just nothing.

00:06:46: And therefore I had this last year in my corporate job, and it was the worst year of my life so far.

00:06:55: And hopefully that will forever be!

00:06:59: Then made a decision to not want to live like they did before.

00:07:03: having a look at my colleagues who were there for me many years... like ten or twenty-thirty years.

00:07:10: Every day looked exactly the same as we do now.

00:07:15: And so what was the next step?

00:07:17: Like, how did you get to do What You Do Today.

00:07:21: It's such an interesting question to ask right now because I'm pivoting or i've pivoted in my business and then last...I would say six-to ten months a lot like switching the language!

00:07:33: I built my entire business — I scaled it into two million USD received in German—and then made this switch to English And the first thing I did back then in like this last year of my life, was studying nutrition by the side because i needed to have something that is so entirely different from what i did day-to-day live.

00:07:54: That i need it's.

00:07:54: you had something to grab kind off and wanted to have some things where my mind can go into other places also when it opens up space terms.

00:08:04: okay this is all for something i could do something with.

00:08:07: And when I had made the decision, and wanted to do my own thing.

00:08:12: Okay will it be marketing or nutrition?

00:08:16: Therefore in first two years of my business one-and a half twoish year combined both.

00:08:23: so i supported Nutritionists building their businesses in marketing themselves sending offers.

00:08:30: So combine things that were good at.

00:08:34: Then I went deep down into business mentoring, business coaching.

00:08:40: I built a lot of courses.

00:08:43: you already were talking about them... Yes!

00:08:45: ...I ran a lot life challenges and even hosted the hundred person live event in Berlin in twenty-twenty five.

00:08:51: And i build this entire business based on Business Mentoring Coaching build your online business, make money on the internet become a first millionaire of family which I still love.

00:09:01: It was all about aiming high!

00:09:03: I built this entire business mentoring for women who aim high and heard people say in their life don't be so fast.

00:09:12: wait for others you can not have it at all.

00:09:17: but then came that point where i had scaled to two millions.

00:09:24: I love it.

00:09:26: I really do, but there's something that I even more.

00:09:30: It is creating campaigns and creative direction producing and being on set with people because my brain since years like forever works in movies or series or storylines.

00:09:44: the moment i have an idea to see this entire visual world in front of my inner eye.

00:09:49: so I pivoted not only from German to English, but at the same time also a slightly shift from mainly business mentoring to now creative direction production which is not the same at all.

00:10:06: But it's like.

00:10:07: I know of the same because i'm still the same person.

00:10:10: so it's This whole world unfolds the moment I see it.

00:10:18: It's all about how people experience that and beforehand, I did it mainly through a messaging angle.

00:10:24: we were building funnels We are working on the messaging And now additionally to that is more like the creative visual word around How people get to experience every single touch point.

00:10:37: So its' more global brand-building level than coaching business building level.

00:10:43: and this is where I'm now.

00:10:45: That's so exciting, we're gonna dive into that but just let go back a couple of steps because you said like i had built something that worked perfectly well yeah And I know that myself Because...and also how hard it can be to say okay Well This Works But Im Gonna Abandoned That You Know That Season Anyway Because I Don't Feel Alive Anymore.

00:11:08: So What Would You Say Like What, did you have like any inner arguments with yourself in that process?

00:11:15: Or was it easy for you to just say well I'm even more passionate about building campaigns so let's do that now.

00:11:21: or what was the process of really transitioning from the old successful one to the new direction.

00:11:29: That's interesting because we had this double situation kind off It is a German-English thing and then also coaching to campaign building On the German marketplace, I was and still am one of big names.

00:11:45: So people knew my name.

00:11:47: It would have been easy to stay in that market place And just ride away especially because i had built a hundred person life event which is at this point The most difficult thing, challenging things, amazing things ever did for me.

00:12:06: Therefore right there or wrote that wave in such a beautiful way, I had the momentum and that moment.

00:12:13: And therefore definitely they were voices on my head.

00:12:17: in a way of is it a dump to now change their language?

00:12:22: To then also changed direction...to have to rebirth than everything from scratch?

00:12:28: because with the change of the direction this entire office we you are already talking about i had built over years.

00:12:35: It didn't work anymore.

00:12:37: So, I let go of ninety-five percent off my offers at the same time.

00:12:44: And they are definitely where these voices of what if it is wrong?

00:12:50: What if its a mistake?

00:12:52: or also because husband and i were traveling so that moment we made our decision to travel.

00:13:00: now therefore you have more expenses this life style.

00:13:06: It's not cheap.

00:13:07: That is something we are like, okay I have my fixed expenses and i know everything that you had so many variables which come into it.

00:13:16: And therefore there was also this thing of Okay!

00:13:20: Im responsible for both our lives.

00:13:22: right now Can I make the decision actually?

00:13:25: Is it a right thing to do?

00:13:27: but they were such big urge in their drive direction of campaign building, creative direction producing and ask myself the question again which I asked myself when i was still in corporate.

00:13:41: Do I want to do what I do right now?

00:13:43: In ten years

00:13:44: still?".

00:13:45: And the question was no!

00:13:47: So it was the hardest decision and easiest decision at the same

00:13:52: time.

00:13:53: That is so interesting because that made a similar move like a few months after you, I think.

00:13:59: You published that in November and the language...

00:14:02: It was November right?

00:14:03: Yes exactly!

00:14:05: And i sat down with one of my mentors.

00:14:08: she asked me what he just told me.

00:14:10: She said if we stay on what worked before even it works do you want to be doing this for five years?

00:14:18: If we were here would you tell us about your work?

00:14:23: No..I felt so grown out the language, it's a funny thing because I think like you and i are not English native speakers right?

00:14:32: So doing that is... It comes with for me at least insecurities.

00:14:39: What if they don't like my accent then its not hundred percent good!

00:14:43: And although I studied in english ,I grew up in Sweden which has been a whole different ball game there because movies dont get dubbed or stuff I thought like, no but they're gonna not like it.

00:14:58: and so i saw for example a drop in my podcast episodes when the transition happened.

00:15:03: Well of course because...I think a lot people were like well if she doesn't speak German anymore then that's

00:15:09: not for me

00:15:10: And It wasn't easy to hold that.

00:15:13: But now I see its going up As you said for me too, it was the hardest and easiest and most natural decision.

00:15:22: Like if you really think about what you're going to be doing long term.

00:15:26: so I totally feel that!

00:15:28: And did you get like any feedback from your existing clients or community?

00:15:33: What do they say when you actually announce them?

00:15:36: I remember so well every life event itself.

00:15:40: one of my private clients asked Ramona, do you ever think about switching to the English-speaking market?

00:15:47: because she knew that all of my mentors or people I'm connected with are more in the English speaking space?

00:15:53: And...I said completely convinced.

00:15:57: No!

00:15:58: I want to stay on German-speaking markets and then went into another life event from someone else in Costa Rica in October twenty-twenty five years ago therefore surrounded myself by even more English-Speaking people.

00:16:11: And there, I then made the decision.

00:16:14: It was like just a few days... Like i-I was sitting with it for two to three days and then I made that decision!

00:16:21: And coming out of the live events with all the momentum in German speaking market All the german people at the event.... I first had like the momentum.. I first have this support.

00:16:34: People were like Ooh, this is cool.

00:16:36: This is interesting!

00:16:37: I want to watch her...I want to see what's happening because maybe they happen.

00:16:42: some people were like in the same thought process.

00:16:44: do we want you that someday?

00:16:46: Maybe and their first was it.

00:16:50: there was great support from my English speaking people but also from the German-speaking ones.

00:16:56: But then over now It's seven or eight months during this time more and more German people left.

00:17:05: So, I also remember that for myself when i had a mentor in...I think it was back in twenty-twenty or twenty-Twenty one.

00:17:15: she also made that transition And I realized it all so far my self because then I wasn't deep into the English language and I was lazy.

00:17:27: It's not easy For me to follow her as it was when she was speaking German and therefore I remember that i kind of slid out of her world because like, Or it wasn't lazy enough to listen.

00:17:44: It was like, okay I'm just going to someone else because there i can just listen in German.

00:17:49: and also when they come on a call...I don't have to get out of my own comfort zone!

00:17:56: And this is what happened with me community.

00:17:59: so over the last six or eight months To now I would say inside the community, eighty percent English twenty percent German.

00:18:14: So many people left and this is on one hand...I know it's a natural process.

00:18:20: all that happens in entrepreneurship.

00:18:23: It also adds to my transition from more mentoring coaching to campaign building production.

00:18:34: but there At the same time, even though I know it's natural.

00:18:40: It is like a logical thing to happen...it hurts!

00:18:44: Especially because coming out of this event you had all these hundred women with in your room and put everything into that event.

00:18:54: We just broke events so we didn't make any money from them And also our entire team.

00:19:02: Ten months of preparation.

00:19:03: I was walking on the edge for ten months to move those tickets, To do all things and create this momentum And then you have these hundred women in your room with you.

00:19:13: You see the smiles or transformation?

00:19:16: You have relationships because a hundred women is a lot.

00:19:19: At that same time we get to talk to nearly everyone.

00:19:23: So there's relationship between each one.

00:19:28: every single name I put on the wall whenever i moved to ticket and then all of this kind of quote-unquote crashes, you're like oh now they are leaving.

00:19:39: This hurt a lot!

00:19:40: And at the same time I grew from it so much.

00:19:44: Oh, I really feel you.

00:19:45: And I think actually maybe they might not have left forever because that's something i see a lot like.

00:19:51: They tend to come back Like You've been in business since i think twenty nineteen right?

00:19:55: Right yeah

00:19:56: So I entered on twenty late Twenty-twenty so it's five, six years.

00:20:02: And I've seen like it's so interesting even now that i changed my direction because it's also a big pivot or... It's not even the Big Pivot!

00:20:09: I wouldn't call it.

00:20:10: That is more of a Reclamation.

00:20:12: but I see people rejoining in My World Now that I used to work with in twenty one and they're Like oh what she up too?

00:20:19: Then They Book Things and I'm like God.

00:20:21: I haven't Spoken To You In Four Years.

00:20:24: So People Maybe They Leave But They Tend To Come Back When They See That you Are Involving Because Thats Something Interesting,

00:20:30: right?

00:20:31: Absolutely.

00:20:32: I think

00:20:32: it has so many sides.

00:20:34: but now you're doing what to do.

00:20:36: and please tell me one thing.

00:20:38: You had this brilliant event in twenty-five which was aiming high alive And he said you walked on the edge for ten months Which is a long time when i listened To one podcast episode where

00:20:51: you

00:20:53: made like huge Like quantum leaping revenue after that or during That process.

00:20:59: But it wasn't because of the tickets, Because you broke even so It was something else.

00:21:04: And I want to talk To You about that.

00:21:05: So

00:21:06: why did

00:21:07: walking on The edge for ten months?

00:21:09: Why?

00:21:10: Did like...I

00:21:11: think it

00:21:11: quadrupled your revenue That year or Something Like that.

00:21:15: Yeah What happened to YOU As a person who made this happen?

00:21:20: I have A big part Of me Who is used to people pleasing Let Me say it.

00:21:28: So there is like this tiny people pleaser that lives inside of me.

00:21:32: And these People Pleasers was definitely taller in the beginning of twenty-twenty five because when I was holding all these things, I had to hold on these things or the investment decisions and then other team decisions running this project besides All The Other Things Happening Inside The Business Then also Holding This Entire like time frame of moving the tickets because forty to fifty percent Of the ticket were moved four weeks before they went.

00:22:03: Wow, okay

00:22:05: And you have to hold that this entire year all the time and then also Like with the speakers on stage.

00:22:12: Then we've when you host something like a live event back in The decision To go.

00:22:17: there is such a huge decision for many people.

00:22:21: Yes for children, they should take care of pets.

00:22:27: And there's like how do I get there?

00:22:29: Then from many people it is maybe out-of-comfort zone in terms of I'm traveling alone and never done this so... There are these high emotions everywhere!

00:22:37: You're at the center where you always feel uncomfortable because Buying that ticket to the price, but when it comes closer to the event they suddenly feel like or remember Oh I'm afraid of flying.

00:23:00: But I booked that flight.

00:23:01: oh my god Okay?

00:23:03: I want you get rid off a ticket because then I don't have to do That.

00:23:06: so you have so many things happening and during this center of the storm more or less is something.

00:23:11: everything Comes together at yours And therefore I had to make decisions i had to set boundaries had to be so clear in my communication, like I never needed it before.

00:23:26: And therefore these people please are inside couldn't exist anymore or they've got tiny, tiny words smaller and smaller every single day because there's so many things that have been out of my imagination too do in twenty-twenty four were exactly the thing i needed to do in Twenty-Twenty five to quote unquote survive as Ramona survived as the business owner, like that.

00:23:53: The business survives and also to be able to hold all of things That came Like this entire storm was running against

00:24:05: me.

00:24:06: I can imagine that And i think live events are... How do you say it?

00:24:11: What is the highest discipline in sports?

00:24:13: The iron man Of coaching industry?

00:24:17: Yeah It fits well

00:24:20: And I think like for me, Like i love that and know you do too.

00:24:24: You have no troubles traveling alone.

00:24:27: but uh...I actually think thats the point!

00:24:31: I love to get uncomfortable.. I love getting on a plane and go somewhere because it just jolts my system.

00:24:37: so I met you in Florida last year For example.

00:24:44: It's an investment to go there and we combined it with a holiday.

00:24:48: We wanted to do either way, but still you get on the flight You go yeah immerse yourself in a different environment.

00:24:54: That's uncomfortable And I think that

00:24:55: is...that's The

00:24:56: point!

00:24:58: Right?

00:24:58: But not everybody sees it like that.

00:25:00: So i can imagine you were the ones Like holding everything together.

00:25:04: so if you look back at now Would you do something different the next time you did an event like that?

00:25:11: I definitely would cut the expenses.

00:25:13: So we now know as a team, so much better how to do it!

00:25:18: What we did last year was hire an agency specialized on running events and wouldn't do this anymore Because now the team is so skilled in doing these exact things and also when it comes to on-site productions with our clients.

00:25:31: Now, like the entire logistical thing we have so much skills inside a company that I wouldn't need that And also i wouldn't sign contracts So fast!

00:25:45: Also...I would not do this in Germany anymore because We had so much trouble with music like.

00:25:51: what are we allowed to play, improving that?

00:25:54: We didn't use music or we re-bought these license free music sets.

00:26:01: But then we still had to prove them.

00:26:06: so it was a process of six months.

00:26:09: the team involved in getting all those things together and I would do this somewhere else but from experience part on same level.

00:26:21: But the music thing is really a German thing, right?

00:26:27: It's insane.

00:26:29: Yeah we had like this license-free music playlist and they still wanted to charge us two thousand euros because there was one information missing on that set list.

00:26:41: but then I think it platform we bought it from didn't have that on their list and then you don't reach them by phone.

00:26:52: It's insane, it's Germany!

00:26:55: Welcome to the land of bureaucracy.

00:26:58: yeah I can imagine god but you did that and you grew and you learned.

00:27:03: And I want to talk about something you posted a couple of weeks ago, it was your birthday and you said growth creates gaps.

00:27:14: That is like a carousel.

00:27:16: that's the common theme in the carousels.

00:27:18: so... Since i'm working on identity shifts thats my business!

00:27:24: Because you've made a lot of transitions.

00:27:26: You've made big swings, big moves moving to Costa Rica giving up your corporate career than this huge transition in business.

00:27:34: and I remember you told on the podcast there was a story about how you lost a part of your business?

00:27:40: I think it wasn't early days And you had to basically rebuild it from scratch.

00:27:44: So i know you're like identity shift

00:27:47: proof

00:27:47: right!

00:27:48: You have done that alot times To talk to us about how do you know that?

00:27:55: You yourself are in the midst of an identity shift like

00:27:59: Are there

00:27:59: clues that you always, you know have and then really nudge you And tell you oh Ramona.

00:28:06: I think it's time for a change or evolution in your business

00:28:09: life.

00:28:11: I Think its all right.

00:28:13: i don't know.

00:28:14: It's an interesting question because I think that most of the times when i'm in the middle Of it, I don't realize it.

00:28:21: It's always a hint side That I really know okay?

00:28:25: This is what was happening.

00:28:27: but When I think about it What happens like all The time?

00:28:31: it's like this feeling off being not satisfied In a way of how it works so that I Because I From my nature and someone I love to work I Really do I, it would be like the worst thing that could happen to me when someone say okay you're not allowed to work.

00:28:50: You don't know what i will do?

00:28:52: It feels like this is not natural for me and when I feel working thinking about business doing things I usually wouldn't enjoy then its time to pivot and the end at the same time of an identity shift.

00:29:16: So I would see it something like, I change my identity shifts.

00:29:21: then i feel that because It doesn't feel as enjoyable As it used to do.

00:29:27: And when I realize That its already Like The next Identity Shift Upcoming Because When you make a decision or You Make A Change Or You Make Swing In The Real World Not Only in Your Head But You Make Those Decisions Then Surrounding changes again and then you have to adapt.

00:29:45: You have to shift again, so I think it's always like this in-betweens when It doesn't feel right but also feels wrong.

00:30:02: Let's talk about that, like the messy middle in between because that is what a lot of clients come to me for.

00:30:08: Because they are like God.

00:30:09: I shouldn't be feeling this!

00:30:11: This feels like desert and it's where you use a lot Like i'm walking through a desert And will eventually get out?

00:30:22: there's a couple of things you need to consider.

00:30:24: So what would you say, just someone like walking in the desert and middle?

00:30:29: Like on the messy Middle between two identities.

00:30:31: What would

00:30:32: be your hack

00:30:34: or tip for somebody like that?

00:30:37: I love this picture with the desert because they have water with them.

00:30:42: You won't be able.

00:30:45: The distance is always same.

00:30:47: You are in the middle of a desert and you have to get to an endpoint.

00:30:51: You can't rush that, or do anything so it happens faster... So you HAVE TO GO THROUGH IT!

00:30:58: But have water with YOU in terms if your tools have things that light up.

00:31:04: Remember who you are while doing it because its so easy to get lost in this entire process.

00:31:10: It's easier than pivot things all the time, your brain thinks okay

00:31:16: now we can

00:31:16: do something!

00:31:18: Now I don't have sit with it and allowing yourself that seasons where doesn't feel good even though outside might look amazing.

00:31:32: that you during these seasons nurture yourself on other levels, like doing things not light your up.

00:31:42: Remember who you are and why you started in first place connecting yourselves to your vision where I am going without then getting into a place but why i'm not there yet?

00:31:55: But enjoy the vision!

00:31:57: Enjoy what you're building.

00:32:01: That's a quote that could stand on every calendar, but it's like enjoy the journey.

00:32:07: It is not about getting to the end point because in everyone's life as death.

00:32:14: so we want to enjoy life and its same with business.

00:32:18: Every time you walk towards something Its'nt about your goal ,its about how much you get there.

00:32:26: So I think playing with picture having water when I have to say it in one sentence, is like the thing i would say.

00:32:34: That's so good!

00:32:35: I'm gonna remember that one for sure.

00:32:37: and I want to switch to talking about launching because...I've been watching you on what you do like in your campaign

00:32:46: style.

00:32:47: uh how can I say?

00:32:48: Like the campaigns you're doing-like your own content..and there was one content piece that I just loved and it was The Proper Launch.

00:32:58: I thought it was so good, and made me laugh.

00:33:00: So hard!

00:33:01: And i think that's just brilliant for those listening.

00:33:04: It is basically Ramona playing

00:33:06: a

00:33:07: woman who is trapped in all these stiff launch mechanisms.

00:33:12: She sits on the couch sitting there very properly not able to move or breathe.

00:33:18: eventually she changes.

00:33:20: You picked a topic which is launching, something that a lot of us dread for good reasons and you played with it.

00:33:28: Which I love because also had times in my business where i said no im not going to do anymore.

00:33:34: Im NOT gonna do any more webinar launches!

00:33:37: I did one on October twenty four and like almost brought me into burnout.

00:33:43: That was the last time.

00:33:44: i'm never doing this again.

00:33:47: I love hate relationship with classic launching and i'm not doing that anymore, but.

00:33:58: I don't want the five step launch plan.

00:34:05: All these icky mechanisms of first getting on a waitlist and then doing in-the-launch webinar, sending pushy sales mails... We all know that now!

00:34:16: So what would you be doing with me?

00:34:18: How will we shift my perception about launching using your vehicle?

00:34:24: Like

00:34:24: how could i be

00:34:26: launching in different ways to feel more aligned?

00:34:30: I love that question so much.

00:34:31: So the first thing we would do is to break out these entire launch mechanisms, because when you hear a word launched...so many women have an emotion attached to it as they've made this experience of exhausting and didn't work sometimes works or doesn't.

00:34:51: And then there's also the definition someone sold that and it's like a kind of, its fault in terms of oh there is this bad person who put us all into the trap.

00:35:10: It's what happened over these last couple years because how we think launches inside our industry or until now are things where you have to do certain things.

00:35:22: And also people say they need to be able.

00:35:27: So when we think about launching, when you think of launch campaigns then it's more or less like this white canvas.

00:35:35: We have our brand and the offer that we want to sell.

00:35:40: When it comes to launch campaigns I would go with my clients on a bigger perspective out-of-the-industry.

00:35:48: This is how masterminds are You run conversion events that then ramp up to this blah, blah.

00:35:57: All these things you were already talking about.

00:36:00: but what would a global brand do?

00:36:03: If for example Tiffany Dior Ferrari if those brands Would sell that offer you are currently selling How will they do that?

00:36:17: and Then opens up space then we suddenly Are on another level or another layer in terms of Oh then even more things become possible.

00:36:28: Or how would you sell it if it wasn't a mastermind, but a Hollywood blockbuster?

00:36:34: How will run that campaign around and this is what I love to do with my clients That we take What they have which are in Ninety-nine percent of the cases our Mastermind a masterpiece offers Yes Which which deserve so much more attention And at such a bigger stage.

00:36:55: And then we zoom out.

00:36:57: If you wanted to do it as big as possible without thinking about any mechanism, without thinking in details like emails, webinars and story slides.

00:37:09: but if you want us look at the time frame of six months how would ourselves experience this?

00:37:18: How will our clients feel when they start building?

00:37:25: I think that's so powerful, especially the first part.

00:37:28: Like how do I want to experience my own marketing?

00:37:32: We ask ourselves not often enough because... We all got into this industry and you, you know, You always start with the five step frameworks.

00:37:42: And blah-blah that because

00:37:43: you have to learn

00:37:44: somewhere right?

00:37:45: So it's nothing wrong about That.

00:37:46: but I think you and i've been business long enough To know that we're actually able to detach from that now Because we know The basics Right.

00:37:55: like you don't Have to tell me how to run a webinar and you Know that too and I Think we've All Been There yeah doing launches because we were told to do them Like that and remember your podcast sewed on it when you said, uh this is the way.

00:38:10: You know?

00:38:10: It's time for a different kind of marketing and I like really resonated with that one.

00:38:15: so i'm getting sidetracked.

00:38:16: what I wanted to say is...I think that's beautiful!

00:38:20: And because you also set in your content there was huge shift in online business right away from classic.

00:38:28: This is a Canva post, and this is the nice picture.

00:38:31: And here are my takeaways...and

00:38:33: it's

00:38:34: more like how do you call it?

00:38:37: A brand

00:38:38: show!

00:38:38: Yes could you please explain to everybody what exactly a Brand Show is?

00:38:43: What is

00:38:43: that?

00:38:45: So for now Brand Show I came up with so you will hear from me a lot within next couple of months as well because i'll make sure people talk about it because we see episodic content or like everything that we right now, see is proof.

00:39:07: That episodic contents are about to be the next big thing and I won't say only the next trend.

00:39:14: it's gonna be what's going to shape the landscape of the entire industry in online space how people consume on the internet through the next two or three Yes.

00:39:23: So when I say branch show, there can many things happen under it but more or less you can imagine making content that has Netflix level which can be in quality like the quantity of visuals and also being a story.

00:39:43: It's something where people get to follow along because we all know every single one listening had this thought already.

00:39:55: The algorithm is against me, I hate the algorithm.

00:39:58: it doesn't work and imagine that you wouldn't depend on how the algorithm A works and B changes because it changes all the time but we would have people who actively search for your content.

00:40:11: they want to know what's coming next thing.

00:40:16: They want to know what you're bringing into the marketplace, but they also want to Know What The Next Episode Of Your Content Is About and when I think or When i talk about brand shows?

00:40:26: What do mean by that?

00:40:27: it can be like these Shows actually a think.

00:40:30: TV shows Like on We all knew from growing up like things like where You Can Become A Millionaire of Things Where It's Like More Like This Quizzing Thing Or Like these game shows, These things will come and already did more into the online space.

00:40:46: So people would watch things like quizzes Things we discuss like talkshows.

00:40:53: They'll watch that on the internet On social media or Instagram Or TikTok And then also We can think in series.

00:41:01: Imagine you'd have something for your mastermind Where there are let's say ten episodes Social show on your Instagram, where people get sold onto the story while already buying into The Mastermind and in episode ten you would then drop Your Mastermind.

00:41:21: And People are like oh yes of course I want to have that mastermind because i've already watched the Ten or Nine Episodes before That!

00:41:30: It just makes sense To now join them.

00:41:32: They're so sold Onto the world On the storyline Where they're... That Buying is Like the Obvious Thing To Do.

00:41:39: This is what I see and how people consume a lot with like the consumption behavior changes.

00:41:46: They don't want to see random things all the time, maybe you also know it from yourself—I definitely do!

00:41:53: —I don't wanna say that they're victims of the algorithm but then by chance... Even though it's customized, but I want to decide what i spend my time with.

00:42:11: And people wants do that even more.

00:42:14: and we see already brands like Marc Jacobs for example doing microgrammas having celebrities

00:42:23: actors

00:42:24: creating these...I think was ten fifteen minutes short films where it's all about the brand, but also not a lot of them.

00:42:33: We have these great storylines that the bag is like the sidekick.

00:42:37: more or less you see the back over time and therefore becomes the main character And also matter adding things like episodes That you get to feature.

00:42:47: You already can do that.

00:42:48: your reels Can be connected kind off But will able to do in real episode.

00:42:54: so people see your content And they will see episode one, two three and four like we do at Netflix.

00:43:00: We would go on a series and we see the different seasons of episodes.

00:43:04: All these for me are YouTube science that there's big change in content consumption... ...in how it is supposed to be consumed or how people were then created.. ..and therefore brand shows are what set you ahead when you're an early adopter because Easy to access.

00:43:27: It's not as easy to access, just do a talking hat even though this needs practice but you can grab your phone and talk.

00:43:36: You have think more into.

00:43:39: it is a sophisticated content style But the reward therefore much higher.

00:43:45: Yeah, I'm sure it is.

00:43:46: and also the shift that i am seeing goes away from this fast content.

00:43:52: You know all these snippets in here there are so full of.

00:43:56: you know There's so much.

00:43:59: It's so hectic And doesn't

00:44:00: stick.

00:44:01: Like you could be scrolling like even saving.

00:44:05: I do that Guilty as charged.

00:44:07: Sometimes I save something and never revisit Because the moment I save it.

00:44:11: I'm like, I don't even know what I saved because It's just its designed to you know convert very fast but that doesn't stick.

00:44:19: And for example, I launched a sub-stack channel last week and i've got so much feedback from my customers saying oh wow it's a piece to read.

00:44:29: It's like an eight minute read and I enjoyed it so much!

00:44:33: I was lying on my couch...I was really engaging with this one content piece of yours..and I really loved

00:44:40: it!!

00:44:40: It's so different than just all these fast reels carousel snippets stories....all that.

00:44:48: So if I were to ask you, what do you think is the difference between good content and brilliant content?

00:44:58: I would say Good Content converts.

00:45:01: When we have good content—and this where the entire industry was focused on in last couple of years including me—was that they wanted to create content themselves!

00:45:15: So this was the big focus, and that is what good content does.

00:45:18: Brilliant content sells as well but not in a fast conversion approach or relationship building approach where people don't only buy one thing because good content... What does good content do?

00:45:34: In a twenty-twenty six economy you get hooked then with an M

00:45:40: and

00:45:40: then by like the twenty seven bucks offer and then you get into an email list, maybe eventually you will buy something else.

00:45:51: But when we have a brilliant content piece what happens?

00:45:54: there is the moment they see their first content piece... They want to know more!

00:46:05: fast, satisfied or satisfying thing in terms of oh now something happens and I will buy that.

00:46:12: maybe i'll have a look at it.

00:46:14: But people want to know more about the brand.

00:46:17: they become actually curious.

00:46:20: what is happening there.

00:46:22: this is different.

00:46:23: This interesting Oh!

00:46:25: What else does she has?

00:46:26: There's also this content piece And then you get into like these five minutes ten minute cycle where Oh, I spent time with this brand.

00:46:36: And then

00:46:37: i buy the low ticket offer but I'm already sold on the brand and The Low Ticket Offer just is the thing where I want to get a taste?

00:46:44: Is it like my style if that's what actually one?

00:46:47: But they are already sold onto the brand.

00:46:49: This is what a brilliant content piece

00:46:51: does Because That's A Thought Like A Real Thought Im Having As You Speak.

00:46:56: If I were To Change My Content And Make It More Episodic Isn't that connected with like, That's my first thought.

00:47:03: I gotta be honest With a lot of effort because i'm thinking oh My god.

00:47:07: then I have to look pristine and I need A perfect camera!

00:47:10: I Need somebody filming me?

00:47:11: I need all Of these things...I need scripts..and I'm constantly being Like when am I supposed To do that?

00:47:18: What Do you answer to?

00:47:19: women having similar thoughts

00:47:23: Every single one of us, so including me when I have a look at twenty-twenty five.

00:47:28: We should sum up how much time we spend with content in Twenty-Twenty Five alone.

00:47:33: So A Single Carousel post can it take you up to two hours until You Have Like A Great Thing like Coming Up With The Idea Especially coming What?

00:47:43: Up With the idea or Having Those Stage Where Like?

00:47:46: Oh i know i want To Post Something But I don't Feel In The Mood Right Today.

00:47:51: You have all these thoughts.

00:47:53: So content is always time-consuming, it is!

00:47:57: It's always when you compare them having episodic contents where we don't think about what are doing there because they're serious or storyline and know exactly how it unfolds itself.

00:48:13: then also something that can potentially batch, so you don't have to think about it all the time.

00:48:19: And also the way we work with our in-house creative direction clients for example... We do this once a quarter or once a month depending on like the frequency.

00:48:29: they put things out where we have one or two days when we create everything and then they can lean back.

00:48:37: You have so much more time.

00:48:39: So yeah there is more brain that has to run into it More thoughts more preciseness, more intentionality.

00:48:50: But at the same time it's so much less time-consuming than a I would say traditional content style where you're in your own head all the time and actually execution is like a tiny part

00:49:04: of it And probably also works.

00:49:07: It has an bigger after burning

00:49:10: effect right?

00:49:11: Absolutely Yeah.

00:49:13: So when he was saying...I don't know how its called in English But in German, we would say Hypertzeit.

00:49:20: So you have like the time until this thing is dying more or less so.

00:49:25: when your have a regular content piece it's something that lives for forty-eight hours if you are lucky.

00:49:33: If you have episodic content especially with social show For example...if there was documentary around production experience We had one of our clients from Los Angeles And this documentary is a twenty-minute short film documentary style.

00:49:51: So if your brain thinks it's watching Netflix, This the quality we have in there and this content piece We can break now down into several or separate and several trailers which you then Can use for social media?

00:50:05: We can use It on sales pages.

00:50:06: We can Use it everywhere.

00:50:07: so this Documentary will work.

00:50:10: For me I would say four i would Say eighteen months more Or less.

00:50:15: Having that time or spending that time with content piece and then also having the possibility to then extract content pieces from there, posting it on a feed.

00:50:24: It's amazing!

00:50:26: And then if you do something like a social show where don't have to think about all of what your creating which is one great advantage but than also people actually thinking about it because its not this single content piece on its own, where they see it in between of so many different other things.

00:50:47: But when you have like the series this show and we think about... When you think for example about your favorite Netflix show or one you just watched recently were like oh these was amazing!

00:50:58: People think about it after they've watched it.

00:51:01: It's something where they have like things connected in their daily life.

00:51:05: They see something somewhere except storyline about that show.

00:51:11: And the same thing happens when you start to do episodic content, they will attach your brand and story two things in their day-to-day life.

00:51:18: so we have on one hand this content that dies more or less... On other hands there is a content that lives rent free from clients' heads!

00:51:29: You get it recreated over again not as if it makes them boring but use the same mechanisms, the same vehicles over and over again.

00:51:42: And make them better with every time you post

00:51:45: it.".

00:51:46: I think that's such a great statement!

00:51:48: Content that lives rent-free in your client's head...I love that!

00:51:53: What is the most easy way to work right now?

00:51:56: Is this just hopping on DMs or Instagram sending something for you?

00:52:01: Or another offer you want to highlight?

00:52:03: So on Instagram,

00:52:06: Instagram is definitely the best place and an Instagram in my link tree.

00:52:10: I have right now a link to application form which you can run through but i love to connect with you under the M's beforehand.

00:52:18: so the best way to get in touch with me and also talk options because we... Right now are deeply focused on tailor-made packages.

00:52:30: So it's not like this one offer, or these one size fits all thing.

00:52:34: so we do tailor made packages based on your brand and where you're going!

00:52:38: The best way is to come into Mighty Ems and tell me what you're building?

00:52:43: Tell me about the big next things that I'm about to do.

00:52:47: maybe an app launch a book launch life event A mastermind You want to relaunch.

00:52:52: It doesn't matter.

00:52:54: fed a little bit about it, what I see for it and what we can do.

00:52:58: That sounds brilliant!

00:52:59: i'm going to put in the show notes...and say thank you for this

00:53:04: chat!!

00:53:04: It's gonna resonate with

00:53:06: people!!!

00:53:06: I think that is so interesting!

00:53:08: And I love watching how YOU are developing yourself

00:53:11: and your business!

00:53:13: Thank you very much

00:53:17: for being here

00:53:18: today!

00:53:24: If you want to connect with Amona, just check the show notes.

00:53:27: I've linked everything she said and mentioned in there And of course if you love this podcast please leave a comment down below.

00:53:37: And that's it for now!

00:53:39: Here we are next time... Talk soon!