#208 | Why Leading with Truth Is the Key to Real Authority – with Emily Huberts

00:00:00: And this is the whole thing around shame.

00:00:02: People, most people and that was me back then are so afraid of.

00:00:06: but if I share that people didn't buy or my content isn't converting will they still see as de-authority?

00:00:14: Oh yeah!

00:00:15: You know... That's just like many in online space.

00:00:19: we've all been taught brainwashed.

00:00:21: The authority means that you are perfect.

00:00:24: You're the full embodiment of transformation, which means all your answers put so much pressure on us and doesn't make great leaders or mentors.

00:00:40: Welcome to this interview with one of my mentors Emily Huberts!

00:00:46: I'm thrilled to have her on a podcast about evolving in business going through transitions, pivoting but not really pivoting.

00:00:57: But rebuilding from the inside out and so much

00:01:00: more

00:01:01: in which you have to know about Emily is.

00:01:03: she's a business mentor focused on branding and content And I honestly don't know anybody who is more brilliant at producing creating The most fabulous content.

00:01:16: that also surprised surprise attracted me.

00:01:20: This is a lengthier interview so if you're walking your dog or in the gym, it's perfect and worth every minute.

00:01:31: I don't want to spoil too much but without further ado enjoy this beautiful conversation with Emily & me!

00:01:40: Welcome to the Femme

00:01:41: Purpose Podcast.

00:01:43: Hi i'm excited to be here.

00:01:48: Prior to this, I was in my favorite coffee spot taking a short break and

00:01:53: i thought about

00:01:54: what am I gonna ask Emily?

00:01:56: What are we going to talk

00:01:57: about?".

00:01:57: And then I was like whatever there's so much to talk.

00:02:00: About...and I want to start with how I came across your work now remember it was November twenty-twenty five and I was doing something I normally don't allow myself to do which is scrolling on Instagram.

00:02:14: So I was lying awake in my bed.

00:02:18: There was this video on my explore page and it was of a beautiful blonde woman crossing the street.

00:02:25: On one of my favorite shopping streets in Amsterdam, Utrechtstraat And In the background I saw...and It's crazy Emily really because i saw there is My Favorite Store which Is The Concerto Which Is A Record Store.

00:02:40: So I Saw It Because It Has Very Distinctive Red

00:02:43: Front

00:02:44: And I immediately clicked on that reel and was like, oh so this must be somebody living in Amsterdam.

00:02:49: That's pretty much it!

00:02:51: Then i landed on your feed and saw all of the juicy content.

00:02:56: how is he right

00:02:58: now?

00:03:02: Honestly, I felt so seen in your content and at the same time it was this beautiful imagery like very nicely curated.

00:03:12: A lot of pictures from Amsterdam which is my favorite city And so i remember hitting you a DM right on spot Like It Was In The Middle Of The Night And I said something like, hey Em.

00:03:23: Um...I've been spiraling with my content and i don't feel excited about doing content anymore.

00:03:29: is that's something you can help me with?

00:03:31: Let me know!

00:03:33: So your reply to that.

00:03:34: and then a conversation emerged and then couple of weeks later we were sitting together face-to-face in Amsterdam for a VIP day.

00:03:48: Almost everything about my business, like the walls and floor are still the same.

00:03:52: Of course I don't believe in necessarily burning everything down And i think that's necessary but i've been changing The interior let's put it like That.

00:04:01: so i have a different language Different cores which is identity shifts?

00:04:07: I'm Watching Like if the topics i've Been coaching on In last weeks and not weeks years through the perspective of identity shifts while at the same time I've broadened the scope and so much more, but that's not about me.

00:04:27: Because this example shows what

00:04:30: good

00:04:30: content can do.

00:04:33: why

00:04:33: is it That is possible when you really master content.

00:04:39: Why is it that I don't have to warm people up?

00:04:50: Well, that's a really good question obviously.

00:04:53: So I think to answer that question we actually have to go back to the beginning of what you said.

00:04:59: You came across one of my reels on the explore page where i was walking through The streets of Amsterdam and you want to know What so funny about this?

00:05:08: That you out Of all people like true dream client found that real.

00:05:13: is that before I was already good at content, but i have to say most of the content was problem awareness content.

00:05:21: Showing people where the gap was very polished and i didn't really show my life because i really stepped away from what i then called it like influencer content or i would show my surroundings in my life behind the scenes... And i wanted to position myself more professionally and this powerful leader.

00:05:42: Last year, I went through my own big brand evolution and realized that i'm not really showing me behind the scenes in life.

00:05:55: There's a middle ground there.

00:05:56: so...I remember posting this video being like oh!

00:06:00: I really like it but maybe it makes me look more like an influencer?

00:06:05: I don't know.

00:06:06: It is so funny.

00:06:08: you found that real.

00:06:11: The answer, my answer is actually already in your answer.

00:06:15: You saw it.

00:06:16: you saw your favorite record shop and even though It doesn't say hey Nicole here's what you need to do with your content?

00:06:23: Like...it stood out because I spoke exactly who are as a person or human behind the brand.

00:06:31: And this something that i have really embodied now I do with my clients, it's like yes you post a strategic content but we're in an era right now where almost ten out of ten people know how to post strategic content because we have AI and everyone has like a gazillion content courses.

00:06:50: So there are so much beyond the strategy that will actually make this strategy work.

00:06:57: To me it is really creating this content as a human being and what you enjoy doing.

00:07:07: And the funny thing is, that probably like mirrored something to YOU because I know you love interior, you love design... Yes!

00:07:15: ...and maybe you didn't show it in your brand?

00:07:17: You saw me and were like….

00:07:20: I see her post-something.. That's HER authentic

00:07:23: self!!

00:07:24: And deep down whether you are already one hundred percent aware of or not there was probably something inside of you.

00:07:31: I want that too.

00:07:34: And THAT was the pull!

00:07:35: Oh my god, i'm so glad you said that because now we're diving into like straight into the conversation.

00:07:41: but i remember a couple of years ago...I wasn't in mentorship program

00:07:46: and

00:07:46: The people leading it said well they had.

00:07:50: there was a review on my content.

00:07:54: We see a lot of interior design and we see like horses on your feet.

00:07:59: Like what does that have to do with your work?

00:08:01: You should not be posting that because ultimately, that's going to confuse your clients.

00:08:07: so why I did them... And it is so funny!

00:08:10: I stopped posting that but i didn't mention it just dimmed the down.

00:08:18: What's even more funny is that back then a lot of clients coming to me were from the areas of design.

00:08:25: Like I remember it had a lot architects in my programs, why?

00:08:28: Because they said well... That resonated with me because ultimately like you said we're strategists one thing and expertise but i gave them something to identify with And then I removed the very thing that they identified with because some other mentor told me that wasn't right.

00:08:46: and now when i saw you posting, it reminded of myself.

00:08:55: So true!

00:08:57: It's one of the biggest reasons people buy.

00:09:02: most sales or actions we take are happening because our subconscious is triggered, it's because we see something in someone that deep down we want but were not actually saying we wanna yet.

00:09:18: And that's actually the activating part and still so many people are looking for.

00:09:23: The perfect strategy or how to say something, So People Buy?

00:09:27: Yes we do need that.

00:09:28: We Do Need To Understand Sales Psychology.

00:09:30: I Teach All Of That.

00:09:32: But The Reason Why You Know I Hired My Previous Mentor is also because I saw something in her, the way she showed up.

00:09:40: The energy of like...I want to show it that way!

00:09:43: I wanna be that unapologetic.

00:09:45: I know there's parts of me still being nice and professional showing a certain way.

00:09:53: we see it and feel the pull-in.

00:09:55: sometimes We can't put into words why are attracted to it Because its often time subconscious

00:10:05: Totally.

00:10:06: And I want to talk about something that you mentioned just a couple of minutes ago, you said well i went through a brand evolution.

00:10:14: so last year in twenty-twenty five You hit the wall and your business That you didn't see coming.

00:10:22: what happened?

00:10:23: Let's take it tripped down memory lane

00:10:26: completely.

00:10:26: So for people listening who don't know me I've been doing this work for about three years now.

00:10:58: was pretty, pretty stable.

00:11:01: I thought you know...I've made it!

00:11:03: I wear the six-figure multi-six figure batch now and part of like The Club?

00:11:08: I have the polished feed my content is converting And then It's really funny.

00:11:13: so i started traveling with My boyfriend for a month And what happened was I took this big break from social media, because so many people said it's going to be great.

00:11:26: Because when you take this break from the business You really like fill your cup and then when you come back here even more excited.

00:11:35: So would actually happen was i came back after a month of almost being completely offline and I came back and I remember so vividly sitting behind my laptop Looking at my offers, looking at my clients and I could almost cry.

00:11:55: Like...I felt zero connection with my work-with my client's.. I was like who is this person?

00:12:03: What have i

00:12:03: built?!

00:12:04: And it was so scary because I was just like.... This year of the year is going to be... built this to like half a million, maybe even a million.

00:12:14: you know I really knew where i wanted to go and I realized those ten k months twenty k month thirty k months at one point were built on other people's rules.

00:12:28: Other peoples rule books... And by the way there is nothing wrong with that okay?

00:12:31: Wanted be very clear!

00:12:32: I-I really position it sometimes as a villain but Follow like work with people who tell you what you need to do because you need To build the foundation.

00:12:43: but it's so important that You don't lose yourself in That process.

00:12:47: and for me, that happened In very sneaky ways.

00:12:51: I was still doing content.

00:12:52: i Was absolutely Doing What?

00:12:54: I was good at.

00:12:55: But just Like you I'm a creative.

00:12:59: I'm a highly curated person.I have background in design, I studied interior fashion and conceptual brand designs.

00:13:06: after that i've worked for creative agencies.

00:13:09: really big brands traveled the world ,i've been an illustrator, i've been photographer.. i did all of these things

00:13:16: but then

00:13:18: I took on this hat, this identity of now i'm a professional business coach.

00:13:22: Now I am this consultant and people are confused just like you said when I talk about design and brands looking good because I've been told... And this is the whole thing Because baby Coach Emily didn't have that much discernment.

00:13:39: She just listened to the people who were further ahead Who told me you can't show up as this creative person because people will be confused.

00:13:47: You're going to attract all of these creatives and these people don't have money, And it's seeped into my belief system.

00:13:54: and then your beliefs impact your actions and your actions affect your

00:13:59: results.".

00:14:00: Yes!

00:14:00: "...and that happened when I wasn't aware.

00:14:04: so what happened was...I came back after this month of traveling.. ...I was sitting with my work and I had one of my lowest months because things already dipped a little bit during that month when i was gone.

00:14:19: So then, When I came back...I just want to build MY brand!

00:14:25: I'm this person who is really good at helping other people build their brands.

00:14:31: but what does MY brand?

00:14:33: What do I present beyond Emily Ubert's consulting?

00:14:37: Who helps people create converting content?

00:14:40: so they make ten k months, twenty k months just like every other coach on the internet.

00:14:46: And the big lesson here is you can absolutely hit ten K-months.

00:14:54: that's the foundation.

00:14:55: when you speak to a specific problem and your clear in your messaging You show up consistently making money on the Internet.

00:15:03: isn't that hard When do more than average person?

00:15:08: But what's actually hard is to scale beyond that, because then it's about pioneering your own path.

00:15:16: Like you can't scale something that isn't yours and I had to learn that the hard way.

00:15:20: so...I took a big income dip Because i was like- And I know you've been here too.

00:15:26: Yes

00:15:27: You can either keep running their programs because I still have clients in there or had a low ticket membership.. I could Still run those programs just though they had money coming But I knew that would delay my process.

00:15:40: so i made a really hard difficult decision and was like, im gonna retire those programs.

00:15:46: And Im going to sit with this work for awhile until I know who am.

00:15:50: what do you want build?

00:15:52: And then I invested multi figures into masterminds higher than me.

00:15:57: I make big moves because thats who I am when did not expected.

00:16:03: now is The leap is going to happen.

00:16:06: I'm gonna change the name, I am up level in messaging and increase prices... I will speak with this new person.

00:16:14: that's my story!

00:16:17: Emily retired all of her old programs.

00:16:19: she shifted the brand.

00:16:21: then next month boom high-scash months.

00:16:25: Sounds too

00:16:26: good to be true.

00:16:27: Plot twist?

00:16:28: Yes

00:16:29: That's not what a brand evolution looks like.

00:16:32: That's the story that most people want to hear, but it was one shift you did with still one thing you tweaked.

00:16:37: What's this?

00:16:38: Like think You changed your messaging so you spoke through is one person and then everyone bought.

00:16:43: Oh yeah, that's Not The Story And I was meant To go Through That Story So i can Share An Extract All Of Those Lessons Which Is What I Did And That Is Part of My Body Of Work Now

00:16:57: So powerful.

00:16:57: And I just want to go back to this, what you said just now is that well there wasn't big explosion all of a sudden.

00:17:04: but What happened then?

00:17:06: Because i know your story and so There was no big explosion...what happened after You made the transition!

00:17:13: You introduced Your new brand identity which Is The Wild Muse..and Then

00:17:18: What?!

00:17:19: So then obviously because I knew where I wanted it to take this.

00:17:24: I knew like a wild muse came to me because and it's funny, cause there is not even like A really long story behind it.

00:17:32: And i think that what makes it more powerful?

00:17:34: Because i truly believe the best ideas they just come To you because You allow yourself move beyond The screen actually take a break from it all and zoom out.

00:17:46: And its like you remember who you were before, y'know?

00:17:49: All of the shoulds and things that you thought we had to do.

00:17:52: So while Muse came into me I knew this is who i am!

00:17:55: I'm this creative person.

00:17:58: I go against what everyone's doing but also care about things looking good.

00:18:05: It matters The visuals matter.

00:18:08: What happened was...I didn't have full clarity yet I had an idea of who i wanted to attract.I Had An Idea Of Where I Wanted To Take It.

00:18:19: So,i just started to move before the clarity was there.

00:18:23: and that can be a messy bumpy road because it requires you to try different things And not everything will work.

00:18:30: but when You put so much pressure on yourself for something to convert Is Not Gonna Work?and That's what I had in that beginning Because I Just Made A Huge Leap like investing a lot of money hiring a team member, going all in.

00:18:44: I was like well fifty K months done easy and when the first launch didn't go that well i started to freak out A little bit And this is the work or story That I want share with so many people because This matters So much!

00:19:03: The real identity shift When you feel shame for your results, when you put so much pressure on things to convert and don't get the result in there.

00:19:12: You don't see yourself as someone who is qualified.

00:19:17: that's not actually a strategy or content.

00:19:24: There were months where I was looking for what's missing, is my messaging not specific enough?

00:19:29: or maybe it's the offer?

00:19:31: when actually It was my leadership.

00:19:33: I was still hiding certain truths Or When people didn't buy?

00:19:37: I was just like Hiding that a little bit because there was shame Because there was like judgment and because of my ego Was still like massively in the way.

00:19:47: And i had to go through That challenge and through that evolution so I could actually lead with truth, because i remember it was like end of summer of twenty-twenty five when...I was done.

00:20:01: I was like okay!

00:20:02: I tried a lot of things now..i know who am and where want to take this but somehow it doesn't land and its not.

00:20:09: the messaging is not because ive worked on that with experts myself im really good at these.

00:20:15: ..and then realized ...im not sharing the whole truth what's actually happening behind the scenes, I'm not sharing like...I am NOT being that hundred X embodiment of The Wild Muse.

00:20:30: And this is it!

00:20:33: Like.

00:20:34: THIS really IS IT!

00:20:35: You can say WHAT you stand for or why people need to work with YOU.

00:20:41: We can say it in so many ways and a perfect way.

00:20:44: but if people don't feel it..if they dont' see you live it they can sense that something is off.

00:20:52: And that's what was actually happening.

00:20:53: like in hindsight, the gap or would happen back then it really clear.

00:20:57: but when I wasn't in it... It was hard to put my finger on because i still thought That Something Was Missing.

00:21:03: and this is now see with a lot of clients who come into our world.

00:21:09: They are coming at me there as if There Is A Gap In My Messaging.

00:21:12: Can You Look At My Message?

00:21:15: Yeah Sure But I think we need to look at like who you are being behind the scenes and who you really were before all of this.

00:21:23: And then actually showing that person, in that version of you online.

00:21:27: So what your saying is?

00:21:29: there was a gap between leadership not messaging.

00:21:36: That's such powerful message.

00:21:39: You have been talking about it A lot.

00:21:42: people especially women going through big transitions Like, they are in the spiral of looking for what is missing.

00:21:50: And I've been there too and i know you have to because... We're ambitious women.

00:21:56: we want to bring things forward!

00:21:58: We wanna expand our businesses so we start looking outside us for answers or strategies?

00:22:04: For five-step frameworks?

00:22:06: Or

00:22:06: whatever?!

00:22:09: That's a point that many times with my clients.

00:22:13: then when all of that is done, and we've been you know going on that route for a while.

00:22:18: We're like oh but then there's only one thing left and that is actually

00:22:22: me!

00:22:23: And that can be very scary...and also

00:22:26: raw!!

00:22:27: place to be looking at, okay how am I actually showing up and how i'm actually leading myself.

00:22:33: So what would like know is What did you do?

00:22:36: Like what Did You change in your leadership?

00:22:38: Do have a couple of examples what you shifted after this realization really landed with you?

00:22:45: There's A Couple Of Things I Shifted that turned everything around for me.

00:22:50: so the first thing was The Lead With Truth And funnily enough, it was something that I said since the beginning like truth and transparency is a core value in my world.

00:23:03: It's not like i was lying!I've never been someone who makes up shit online to make the transformation or result look better but...it wasn't like I was sharing everything..and I had to learn what they'd have looked for me.

00:23:16: because Again, it's really important that people get this.

00:23:19: Leading with truth doesn't mean you have to share number one every facet of your personal life or every challenge and every little nitty-gritty about what is happening but its like are actually sharing how you're leading yourself the decisions?

00:23:36: But also challenges that happen behind scenes Or hiding them.

00:23:44: do it out of shame.

00:23:45: And I think its that so, i became aware of.

00:23:48: okay there are certain things im not sharing because Im afraid and this is the whole thing around shame people.

00:23:54: most people and thats was me back then were so afraid but if I share or my content isn't converting will they still see as de-authority you know?

00:24:07: That's just like many in online space.

00:24:11: we have all been taught brainwashed.

00:24:13: The authority means that you are perfect.

00:24:16: You're the full embodiment of transformation, which means all your answers put so much pressure on us... Which then actually doesn't make great leaders and mentors.

00:24:30: So I had to really learn.

00:24:32: what does it look like for me?

00:24:33: What parts do i want to share?

00:24:37: what was actually happening about the shift I made and that i retired my programs?

00:24:41: in our heart it wasn't the lessons and how i was.

00:24:46: You know looking for well who is my dream.

00:24:49: glad to use this match you do want me working with just started to share about my daily my daily thoughts and things i was doing.

00:24:58: and how are we moving?

00:25:00: And that already then started to attract a different type of client.

00:25:05: Like I remember seeing that shift in the time if people start who started to follow me, Then The other thing was because i remembered Who actually Was before?

00:25:16: I became Emily Ubers consulting and put myself In this box Of.

00:25:20: now it is business consultant!

00:25:23: I Remembered like...I'm A creative person.

00:25:26: I'm really good at content, visuals and visibility as well.

00:25:31: I know how to stand out through messaging and visuals... ...and make sure that they amplify each other.

00:25:39: So i just remembered who actually was.

00:25:42: And it's so funny because I thought about content That is not high level like content.

00:25:49: If I teach content It will attract you know beginner people who don't want to put into work because that's the evidence I had and it's what some people on the internet said is like no we need to talk about leadership an identity.

00:26:01: Content like people now how do great content by now which isn't true because i've worked with a seven figure business owners end.

00:26:08: they're already great but there was always gaps in her content.

00:26:12: so I just reminded myself okay, I needed double down my genius and that's when I introduced allure.

00:26:18: so I was like OK I had Back then I had a content program called Content That Creates Cash.

00:26:24: Very service level name, i just created it because It was converting and people were like you need A clear Name that speaks to an outcome!

00:26:34: Yes but...I liked the name though!

00:26:37: It wasn't clear But not representing The depth of work I did anymore.

00:26:43: And thats when I started with.

00:26:45: Okay, maybe I don't need to like pivot but it's just... Like.

00:26:48: i take the work that already exists and I just refine it a little bit.

00:26:54: It's not like we have to pivot And that's a whole other conversation.

00:26:57: But so many people call it a pivot when it's Not really a pivot is actually Just a brand evolution in a brand rebirth.

00:27:05: So To recap-it was leading with truth..It Was doubling down on my True zone of genius!

00:27:13: The third thing was leadership, like actually leading yourself behind the scenes.

00:27:18: Actually being real with yourself and that's what you already mentioned is to hardest work And it's to work them up.

00:27:24: Yeah most people want to skip

00:27:28: Absolutely!

00:27:29: I find myself wanting to skip that sometimes i think everybody does because It's hard yeah its exhausting at times.

00:27:38: but I wanna come back To something You said Because I Think Its So Important.

00:27:41: That Is The Topic Authority because I've been talking about that with a lot of clients and i think the thing that makes you want to hide what you're going through is exactly what you said before, like well if I share this... If I share that my content does not convert right now.

00:28:01: If I shared it..I'm a career coach but in a career transition myself!

00:28:06: And I am struggling Well, then that will make me less of an authority when actually... That's what I think at least now would love your opinion on it.

00:28:16: When i look for people to work with and I've invested well over six figure into mentoring a coaching by now..I always look for People who have lived!

00:28:25: I don't Look For People Who Have Had Very High Highs And Very Low Lows Because I Know That especially the valleys, especially the lows.

00:28:36: Especially that dry period in the desert.

00:28:39: because thats what a client said to me yesterday.

00:28:42: That is actually what shows you who are.

00:28:45: And that's where the leadership and authority comes from in first place, because if everything was just great all of a sudden... Well when?

00:28:54: Where would then develop your true wisdom?

00:28:57: Where does your grit come form?

00:28:59: Where do these teachings come from?

00:29:05: I wouldn't know because if everything was just fine all the time, well i wouldn't be sitting here and you wouldn't either.

00:29:11: So i would love to know when you work with people around the topic of authority And they have this belief that, well if I drop the curtain then people are not going to take me for the leader than i am.

00:29:26: What is something you do with them?

00:29:27: To shift that into saying no actually their gonna hire because of my tips and how I let myself through those periods

00:29:39: what I do on a lot of calls always ask who would you hire like?

00:29:43: there's coach A, nurse Coach B. Like they both have the same testimonials, the same transformation and the same sales page to say Instagram feed like all of that.

00:29:53: but coach number a has a perfect journey.

00:29:59: Like she's only hitting high cash months, She is only here to give you the step by step of like how she does it and everyone in her world is winning And she never went through challenge like...she's like.

00:30:13: I've always been going up-up-up and that's what i'm gonna help You go through too!

00:30:19: Then there's coach number B or number two.

00:30:24: she's had like, she has great results.

00:30:26: But then she is also gone through a lot of challenges and she had to go through a load of reinvention seasons And couple of months ago She look at something really bad happened and she started to share that in what actually happen behind the scenes and how she let herself into.

00:30:45: decision she made Like who would you hire?

00:30:48: Always like everyone always says well coach Be number two and like yes, and then why?

00:30:58: so when I ask them Why they start to explain the reasons?

00:31:02: They would buy from someone because it is those lessons.

00:31:06: It is like you know we want to see people Actually go through that And of course We want to See how will they Go To The Other Side.

00:31:15: But It's So Important That We Don't Forget What we have already achieved and it's just so crazy.

00:31:21: I think especially in the online coaching industry, We somehow get so attached to like a short term Like what your income is this month or this week for this day?

00:31:34: And then make it mean So much when you know.

00:31:38: This my fourth business because of these industries.

00:31:42: sometimes i forgot that successful brands.

00:31:47: And I have literally spoken on stages, I have been featured in magazines so many of those things but it's almost like oh that's... That doesn't matter you know?

00:31:58: It's about the results we have now because that is what we're selling now and i think there just a really weird energy Because at the end of day being the authority or actually able to serve people To me, it means that you're actually equipped to and that your skilled too serve the other person.

00:32:22: And yes!

00:32:23: You need to be in the embodiment.

00:32:25: Yes Your own results matter But don't we all have like experiences where were bought from people just because of their income?

00:32:35: We are working with them.

00:32:38: Okay, you know it's good but maybe not like the best service.

00:32:43: or is that what we expected?

00:32:46: And this something I think so important to remember.

00:32:56: between your results, let's say income revenue clients followers whatever you choose and your effort because I saw one of your posts the other day about that.

00:33:09: And this is the space a lot of women get stuck in like okay i'm doing all these things like checking off the boxes, but nothing is moving.

00:33:22: And I'm getting frustrated because I realized there's a huge gap between what i am actually doing how im showing up in my day-to-day life and what Im earning.

00:33:33: What would

00:33:33: you say to somebody coming with

00:33:36: big

00:33:36: fat frustration saying Emily, I don't know what to do.

00:33:39: Like i've done everything like...I'm done now!

00:33:43: What should I be doing?

00:33:44: To really increase my revenue and close that gap but also which is the most or more important question how to get rid of that frustration?

00:33:54: This is what I help women with all of the time.

00:33:57: And it's also why i've been sharing a lot in my content lately, because I feel like...I don't know what this may be this year but I'm hearing more than ever before.

00:34:07: So usually when someone comes to me and they say well im doing everything right Im working harder then anyone I know But income just doesn't reflect that.

00:34:16: Of course.

00:34:16: its frustrating Because you deserve with so many more people and make the impact because usually, to people who come to me including you have like more integrity than most people.

00:34:31: Have a really big purpose!

00:34:34: And it's part of my why is?

00:34:37: I want help those women that are actually masters at their craft or care about clients in this world.

00:34:48: Actually, you know get that income and get those clients versus.

00:34:54: You know a lot of people in this space who are just genius marketers but maybe they don't care as much.

00:34:59: so what I usually do is there's no cookie cutter advice here.

00:35:04: But when i see with most women Is their doing everything right?

00:35:09: They're posting Their selling their launching There even doing podcasts or making themselves visible.

00:35:18: they're doing it from its place of going through the motions.

00:35:23: I'm doing this because i need to convert, I am doing these masterclasses month because then... ...I upsell them into my Mastermind!

00:35:34: I'm posting today because.. ..i'am doing this Posting Challenge and I tick off the box And Then I do everything right.

00:35:40: so yes you are doing everything Most of the time when I look at their content, it's not even bad.

00:35:46: Like i see the opinions...I can see the leadership.

00:35:49: so they're doing these things.

00:35:52: but The whole difference is and I'm just gonna share a different scenario And then you can Close that gap or I can close that gap It like You Can Do That Or..You Can Move From This Place Of.

00:36:08: I am creating something that is going to be so life-changing.

00:36:12: Like, i'm so obsessed with this!

00:36:15: I just...I don't know..i have this idea in mind?

00:36:17: I already see the branding in front of me and i just know exactly who it is for and how they can transform their lives.

00:36:23: And im just gonna start teasing it already and share my stories today and tomorrow.

00:36:29: ill do this and its like this energy behind it of.

00:36:32: I cant

00:36:33: wait

00:36:33: For people To get inside Offer masterclass training telegram, whatever it is and there's this energy behind it of like.

00:36:42: There was like I'm powerful.

00:36:44: And I am excited and I'm Capable and I can actually help people.

00:36:49: and from that place i'm going to post.

00:36:51: and From that place?

00:36:52: I'm gonna make a move and This Is what I call Like the wild muse moves.

00:36:57: What do I Do with my clients?

00:36:58: It's like Sure you work hard but we constantly check in.

00:37:02: from what place are you taking this action?

00:37:05: And there is actually a really big difference even though on paper it looks the same.

00:37:10: So I'll give you an example to make them more tangible.

00:37:13: so, A client instead of my masterminds couple weeks ago said okay i have this master class and this is to name...and this is this..and he started talking about but didn't see anything like in her eyes.

00:37:27: So she wanted me to look at the sales page and I was like no, we're not going to go through this sales page yet.

00:37:33: tell me about his offer.

00:37:35: why are you launching?

00:37:37: it is month or does master class?

00:37:38: And she's like well so i need a couple more people into one-to-one offer.

00:37:43: then there's new mini mind launch.

00:37:47: blah blah blah... I won't say her name, but i said like you know what?

00:37:57: I can look at your sales page.

00:37:58: But it's not going to make a difference.

00:38:00: just like well... Just look at the sale space!

00:38:03: Look at the messaging!

00:38:04: Like no-no.

00:38:06: from what place do you want to launch this offer?

00:38:09: and then I asked her couple of questions and she

00:38:12: became

00:38:12: aware of oh yeah..I'm just launching it because I think its what will convert.

00:38:21: Do you want to run it this way do?

00:38:23: You wanna do like a two week events with all these skulls and all these things.

00:38:29: Do you what?

00:38:29: that?

00:38:31: And I could already tell the answer was no, and The whole difference is sometimes when clients actually do blow up an egg get insane results.

00:38:40: What I see is like when they're on my calls.

00:38:42: It's like their eyes there.

00:38:43: They light up.

00:38:44: There's like this this energy, they sit more like their shoulders are back and their chin is up.

00:38:50: And there's speaking with their hands and it's like this energy behind that.

00:38:54: I know This isn't new to you but this literally the answer.

00:38:58: It's not actual actions.

00:39:00: It is doing those things.

00:39:02: But Are You Going Through Emotions?

00:39:04: Or Are You Actually Excited Because You're Building Something?

00:39:09: That's You That.

00:39:11: So You Feel Like This Is Gonna Be A Masterpiece

00:39:16: And then magic happens.

00:39:18: I want to talk about something that is also part of the process, a brand evolution and it's actually growing out from your audience!

00:39:31: That has been big one for me... It was huge for you and pretty much every woman going through a Brand Evolution.

00:39:40: What are the things you see also when working with your clients that can be super tricky about this topic?

00:39:47: Yeah,

00:39:47: there's a lot of like conversation on social media around You're... Like.

00:39:52: you don't need to be more visible.

00:39:54: Your dream client is already within your audience and you just need to activate her.

00:40:00: I believe That's true Yes But I also believe that sometimes in some situations and i've been there.

00:40:10: It's like sure they're their but the majority of your audience was actually built on a previous identity started following you for different reasons, end your kind of like used to do that old audience.

00:40:25: and what is he with?

00:40:26: a lot.

00:40:26: people is day.

00:40:28: They still start pleasing the old audience because they know that's who I've seen in their DMs and in their stories.

00:40:35: And you're like, well, where is this new dream human being dream client?

00:40:41: That I want to call it In.

00:40:44: sometimes It could be true that there are not many of them in your audience.

00:40:52: Then literally say to my clients Well let's change the audience Let's just rebuild, because it's about where you're going and only being focused on that.

00:41:02: And then who is ready to come with you?

00:41:04: in everything else?

00:41:05: In everyone else like every unsubscribe Every unfollow Is literally a natural filtering process That You need To be okay With Like to come with you.

00:41:22: And everyone else is just, it's just noise.

00:41:25: but this is also something that you just need to go through because I remember about a year ago when i shifted and started to introduce Walt Muse and what It was About.

00:41:39: there were couple of people in my DMs who are literally mad.

00:41:46: I never get those people, but it's so much to me.

00:41:49: And now if i get a message like that?

00:41:52: Like...I look at it and am like okay!

00:41:55: Okay That is you..and then....i move on.

00:41:59: Nothing happens.

00:42:00: I'm so neutral But a year ago It impacted me sooo much because I was like I can't let them down.

00:42:08: You know why this often happen?

00:42:10: Because.....And its super logical If u think about it.

00:42:14: Those People they got you to where are.

00:42:17: So, yes of course it's normal that feel attached and grateful but then also about.

00:42:25: now I'm deciding great for all these people this audience... But i am going moving on the people who can come with me.

00:42:37: everyone else is not my concern.

00:42:40: It's not your job to convince them, to influence them.

00:42:44: To make them move with you.

00:42:46: and this is where people lack so much energy...leak so much Energy!

00:42:50: Is they try to get everyone along and like convince People?

00:42:54: And that's just really exhausting.

00:42:56: So my advice would be only focus on who You are Where it is That Your going and speaking to the People Who Are ready to come With YOU and everything else.

00:43:06: Its Just Distractions, its Just Noise..and IT'S A HUGE ENERGY LEAK.

00:43:10: So when you rebuilt your brand last summer and started attracting a different type of client,

00:43:19: what

00:43:20: would you say is the biggest difference between your perfect match-client today?

00:43:26: And the

00:43:26: type of woman or man that you attracted two years ago.

00:43:34: Number one when I say high-level clients, high caliber client streamed clients all in clients whenever I say.

00:43:41: I don't mean people who are like millionaires or earning more than other People Or Who Are Known or have big following?

00:43:49: I am talking about people who get it Like people who understand what It actually takes to build a long term sustainable brand who want To go Big who already believe In Themselves higher who like, understand how to utilize mentorship and guidance.

00:44:07: And all of that?

00:44:08: I feel in the early days there was a time where my life had eleven one-on-one clients at the same time.

00:44:17: Don't ask me How!

00:44:18: I would do calls all day long.

00:44:20: Oh i have these times too

00:44:24: All of this client.

00:44:26: You know what's funny.

00:44:27: why could so many call?

00:44:30: because ten out of ten these people, they were not actually doing the work.

00:44:36: So that would all come to their calls every week.

00:44:39: it'd be like oh I didn't have time for post-content because my son was sick and then had go into dentist.

00:44:48: or oh i'm just so stuck.

00:44:50: there's always something but you know wait until your time is over?

00:44:55: Like im not kidding!

00:44:59: They wanted it, but they were never the right fit.

00:45:02: And it was never their fault.

00:45:04: It was one hundred percent me my messaging My marketing that was speaking to a client who is looking for The way of least resistance and people Who want it?

00:45:14: To hit the five-figure months because this was literally all my sales didn't in my content.

00:45:19: here's Here's how to become the authority and hear exactly what hooks you should use.

00:45:28: copy my hooks and I'll tell you exactly what you need to post so we can work for three months together in my one-to-one program.

00:45:35: And iIlltellyouexactlywhatyouneedtodo,and then your gonna hit

00:45:37: tenkmonths.".

00:45:38: That was my messaging!

00:45:40: Sounds fantastic!

00:45:42: That attracted a certain type of client.

00:45:43: well... I wasn't working with these people all the time.. I've absolutely worked with incredible humans.

00:45:50: also in twenty-twenty four ahead an offer called personal brand academy.

00:45:54: back than incredible women, I've met some of them in person and i loved it.

00:46:01: But it's just that back then my messaging on my content was mainly speaking to people who wanted the result but in my content...I wasn't actually sharing how they would get there-the work that would go into building this brand..and now I do an opposite!

00:46:17: I talk more about how hard it is like somethings aren't fun seeks, like actively seeks challenge.

00:46:28: who is like I want to go through discomfort.

00:46:31: Like i wanna do things that scare me and i am already that type of person but i know i'm kind of avoiding it And there's just certain gaps and i need someone who can really call me out on my own bullshit.

00:46:45: Who was real.

00:46:46: enrol in direct because im real enroled direct But Im also super kind and empathetic.

00:46:53: Last question Let's talk about playing too small because I joined your brand activation challenge, Expand Your Brand.

00:47:02: And i must say for everybody listening and that like my honest opinion...I got more out of it than I have gotten from one or the other.

00:47:12: you know high-level mastermind Because its just so on point.

00:47:16: So activating Like the prompts You gave us.

00:47:20: they were not like okay Just follow My framework but They really Yeah, they really got me thinking about how do I want to show up?

00:47:28: And so thank you for that.

00:47:29: But one of the narratives in there is really around playing too small.

00:47:34: and i love something You said because I was like yeah check Of course a lot of women are so frustrated Because of their results.

00:47:43: So two little revenue not the right clients.

00:47:46: Insert your example here.

00:47:48: And you said, but oh well that's not the real reason because The real reason if you were honest is you're frustrated Because you know deep down You're playing too small.

00:47:58: So could you please say more about that?

00:47:59: What do you mean when you say that

00:48:01: especially the women who Know they're meant for so much More.

00:48:06: Who see have seen the evidence because They've been in a masterminds.

00:48:09: I've been In their rooms.

00:48:10: They know it's so possible But there just frustrated, and I've one hundred percent been here is because you are self sabotaging.

00:48:21: So it's like You know that okay?

00:48:24: That launch maybe flopped or...you Know It didn't get the result that you wanted.

00:48:30: And it was Because Halfway through we kind of pulled to plug in sneaky ways.

00:48:35: We're kind of like stop talking about it.

00:48:37: Or you Maybe send out like six emails but then with email number seven your leg No one really clicked the link in a previous email.

00:48:45: So I don't want to be annoying and no One is joining anyway, so i'll just you know i'll skip sending this email.

00:48:51: And it's those little things Where?

00:48:53: You're actually lying to yourself and you think oh, you know what.

00:48:57: next month then i'll start over.

00:48:59: and This Is The self sabotage that happens time-in-time again because people are scared of disappointments And it hurts.

00:49:09: Because people avoid pain, because how we're wired as human beings?

00:49:12: We want to avoid that.

00:49:14: you are massively capping yourself and I think the person listening is already very emotionally mature.

00:49:21: so its like...we know this!

00:49:23: Like i knew this last year playing small, because I have been through that pain and i didn't want to go through it again.

00:49:33: But the only reason... And maybe your question is like well how do you get out of it then?

00:49:37: The only reason is at one point to just really sit down.

00:49:41: put these two things.

00:49:42: I always pretend there's this scale where on the one side there was disappointment in not working but what if you know, this could be your best month like this possibility and I think it's we are entrepreneurs.

00:50:00: And then we always need to look at but what is possible?

00:50:05: What if It works out?

00:50:07: What If its my best month ever?

00:50:09: And really that is the frustration of knowing That You Could have done so much more But You didn't.

00:50:16: Then there were these excuses.

00:50:19: Oh, but I didn't want to sell too many things at once because my audience is confused.

00:50:24: And it's like still playing by these beliefs that you have and It's like you need... You need to get rid of them.

00:50:32: Because last year when i had my program allure..I made a decision or promise with myself .

00:50:38: I said to myself Emily ,you are gonna sell this program so much That YOU ARE GONNA GET SICK OF IT!

00:50:48: One more time that you're going to look at the sales page again, and your gonna feel the urge change messaging but it's only because of so many times.

00:50:57: I love them!

00:50:59: And thats when i remember people who ive been connected for a really long time were always the first ones opting in like.

00:51:08: we all have those warm people our communities.

00:51:12: When we already started she was like oh i didn't know you are running these programs with what?

00:51:17: I send up like, well...I'm not kidding.

00:51:20: I sent out like twenty or thirty emails on this one program Like daily stories.

00:51:25: that is so much more.

00:51:27: and then it sold out.

00:51:29: And i was like the old me The Old Identity, the old version of Me at beginning last year.

00:51:36: She would have stopped as soon Whatever.

00:51:40: the result wasn't there or like, There was some sort of disappointment.

00:51:44: And it's when you prove yourself that You do more than actually can Or constantly stretch your self Over and over again Then this frustration will be gone.

00:51:57: Also results are a byproduct.

00:51:59: So yeah I think is that I

00:52:02: totally agree.

00:52:03: And i think so many women are scared to stretch themselves because we have this narrative like, well you should not do too much and you should be a soft girl... ...and you should lean back in being your feminine.. ..and it's rubbish!

00:52:17: Because the most feminine thing is actually to create.

00:52:20: The only times that was when my business has been miserable were when I was pulling back And when I wasn't allowing myself to play full out or go all in and that made me so anxious, like a god.

00:52:34: We could be talking about it for hours but... We have to come to an end.

00:52:38: I want to acknowledge you, Emily for doing what you do because you're an absolute genius really and You've helped me so much.

00:52:46: i Have you in my ear every day?

00:52:49: I don't even

00:52:49: know if you know that but you're In My Ear Every Day!

00:52:51: I Don't.

00:52:52: it is something

00:52:53: like oftentimes we don't Even realize the impact we have on other people.

00:52:57: True Yeah thank you So Much.

00:53:00: It was a pleasure.

00:53:01: And then we talk soon.

00:53:02: I

00:53:03: bet you get SO MUCH value out of this interview.

00:53:06: And if you want to connect with Emily, just go to her Instagram at EmilyUBirds.

00:53:11: I've tagged it in the show notes and say hi!

00:53:14: You'll find her programs.