Ep.78 Building a Personal Brand While Living on the Road - with Mariah McInnes

00:00:00: Welcome back friends to another episode of the online business by design podcast.

00:00:03: It's your host, Yvana Ivonek.

00:00:05: today I'm connecting with.

00:00:06: Australia was amazing Maria making this and we will dive into her seven step process.

00:00:13: two content marketing.

00:00:15: what is good content?

00:00:17: And how do you tell better stories.

00:00:21: Welcome to the online business by design podcast, I'm your host Ivana Yvonnek and this is your mindset in marketing podcasts to help you build a business next year nine-to-five without burning out And most importantly enjoying your business journey while making money and impact.

00:00:39: Grab your favorite note taking device lean back get inspired!

00:00:50: Thank you so much for having me.

00:00:51: I'm excited to chat with

00:00:56: you!

00:00:58: Because online business body sign is all about changing narratives of how things are done.

00:01:04: And there's not only one way to live a life and build the business, I'm very excited to have the opportunity to speak to you because you're living in very extraordinary life.

00:01:14: just before we connected You told me that you were about to pick up your bus.

00:01:19: That has been renovated.

00:01:25: Please take us through that story.

00:01:27: How did you get to decide?

00:01:29: I want a live in the bus, run a business from a bus and what is it all

00:01:33: about?".

00:01:35: Yeah!

00:01:35: It's such a good question.

00:01:36: actually goes back a long time right um... And i know you can relate to this with your own past business experience but i was working in corporate and i was using all of my leave to go on holidays.

00:01:50: Um, you know and I was in negative leave.

00:01:52: I had literally had negative twenty days when i left my corporate job And this is during covid so I don't actually know if they ever took the money out of my pay.

00:02:00: So that's great for me.

00:02:02: But yeah ,I love travel .I got a travel bug When I traveled late like eighteen.

00:02:07: You know usually people My age go on family vacations overseas.

00:02:11: My parents were more Australian based because we are so far from anything.

00:02:16: But the thing with Australians is, because we're so far everything... We make it worth it!

00:02:20: So I went to Southeast Asia a lot in my early twenties and then mid-twenties tackled Europe and North America And i absolutely just loved traveling.

00:02:32: I started my own travel vlog and sorry blog and Instagram.

00:02:37: I was a traveler's antics on..and shared all of my antics with friends travelling around the world.

00:02:43: But yeah, I was spending all my money.

00:02:45: It wasn't paid much in corporate marketing and started on FIFAR which is a freelancer platform if anyone's familiar but i always charging ten dollars for a press release or blog article.

00:03:00: That wasn't going to get me very far in my entrepreneurial journey if I was really not charging enough money.

00:03:10: Like, what's that gonna give me?

00:03:11: In my travel career like a drink at the bar and Europe like honestly ten dollars And a lot of work goes into it for anyone writes their own blogs.

00:03:20: This is pretty AI too.

00:03:22: It wasn't like oh i could you know create a blog in two minutes on Chachi PT and deliver the job!

00:03:27: I had to research the article put it all together and press releases for anyone that's worked in PR or has written a press release.

00:03:35: For their own business, like you have to capture the attention of the journalists.

00:03:39: so It was just a lot of work.

00:03:41: And I started seeing people online share about being digital nomad and i was Like this is kind Of cool!

00:03:49: I could do That...like..I Could travel The world....and write.

00:03:53: I loved writing.

00:03:54: So I Just wanted To be A writer...I could Write.....I could Do Things for Business Owners and mainly blog articles, and press releases.

00:04:02: So I had in my mind was going to be a nomad.

00:04:05: so what i actually did is i practiced being an nomad and on my six-week holiday to europe i did a little bit of work as i was traveling just to see if i liked it!

00:04:16: And i remember being in Barcelona and just having that feeling of gratitude that i've never had before like that.

00:04:22: really deep...so excited for the

00:04:25: future!!

00:04:25: Like i get goosebumps thinking about it because this.

00:04:29: I have so many possibilities, i'm twenty-five...I can do whatever I

00:04:33: want.".

00:04:34: So I got back from that job and hired a business coach—I had zero money to do that!

00:04:38: I was in credit card debt to my eyeballs for the Europe trip because I just treated it as spent a lot of money —and come you know start of twenty-twenty…I just had the KPI meeting with my boss who said,"Just letting him know I am quitting in May?

00:04:54: I will work myself full

00:04:55: time!".

00:04:56: And he Okay, sure.

00:04:58: You're telling me a little bit early but it was that intention I had to do it right?

00:05:01: I have to say...I'm doing this thing and i Had a really good relationship with my boss.

00:05:06: I didn't Have a toxic corporate relic like experience..i loved My job But I was Like I need more!

00:05:12: I Need To travel.

00:05:13: there's just More for Me.

00:05:15: So obviously we know what happened in twenty-twenty.

00:05:18: We all went into lockdown And I Was meant to start traveling mid Twenty-Twenty.

00:05:21: so anyway I was working part time because our um workplace had to reduce our hours and I was building my business on the side.

00:05:30: And it just got.

00:05:31: I could have just stayed at that job but it was really easy.

00:05:42: We were only working a couple of days a week, couple hours in the day.

00:05:45: super manageable...I just quit!

00:05:46: Like i'm going to do what?

00:05:48: I've got no expenses at the moment and renting from my brother like It was an easy time for me too decide to quit.

00:05:54: so I did.

00:05:56: And even though I wasn't sure about what's happening travel-wise you know how this all works.

00:06:04: So I quit my job and from there, my business just like skyrocketed.

00:06:07: Everyone needed social media content... everyone needed it right?

00:06:12: And i was just in limbo waiting for the borders to open so i could travel!

00:06:16: In the meantime ,i met a really good friend on instagram who lived in another city in australia .And when the border's finally opened she said come and live with me !

00:06:23: Like you're waiting for The Country To Open up anyway ?So i did..I moved to Sydney From Melbourne ..and like more by the beach, a different lifestyle than what I was used to.

00:06:35: And just as i moved and for a bit of background...I was having a lot of tests happening- I'd had a gallbladder removed in twenty seventeen..and I'm still having issues!

00:06:44: I was feeling unwell food wasn't really digesting properly.

00:06:48: so it's getting a little test....And As I got to Sydney The doctor called me and told that I have two tumours And that I needed to go see a Dostar immediately, like a surgeon in Sydney because these need it be removed.

00:07:02: Oh okay!

00:07:02: Like i was bit upset but yeah kind of just like oh well ive got my best life to live ,like i've got travelling to do all this things.

00:07:11: and so called up the specialist said you know again appointment and office woman is nearly Christmas time.

00:07:18: cause its December at this stage.

00:07:21: um you can't get into a fair.

00:07:22: but I was like oh cool no worries all right Feb sounds good.

00:07:24: i mean, i'm here anyway until the country.

00:07:26: it didn't look like the country was opening anytime soon.

00:07:28: any countries really.

00:07:30: so hung up the phone and a couple of days later I got a phone call from his registrar uh The Surgeon's Registrar that he said No!

00:07:36: You need to see him now.

00:07:39: And I was Like Oh okay this is weird.

00:07:42: So then He saw me on the thirtieth Of December so the day before New Year's Eve And he explained to me that where the tumor was, it was in my bowel and had spread into my pancreas.

00:07:59: If that were cancer then I would need this really major operation like an operation that is banned because they have to remove half your pancrease part of your bowel or stomach completely realign digestive system.

00:08:17: If anyone's listening has watched Grey's Anatomy, it's called a Whiffles and apparently everyone or my friends are like oh my god Grey's anatomy talk about a whiffle all the time.

00:08:25: It is such complicated operation!

00:08:27: And I'm like don't know...I've got work to do.

00:08:29: so i said to him well am in business if need this operation would be two weeks?

00:08:35: No Mariah you're gonna connected to tubes for at least two weeks This six months recovery operation.

00:08:43: Yes she'll able to work but Please prioritize this over your business.

00:08:47: So what did I do?

00:08:49: Still worked so much in my business, i was loving it!

00:08:51: I knew It Was What I Wanted To Do.

00:08:53: Anyway he wanted to do a couple of tests to confirm that I didn't need the serious operation...so I was overheating and manifesting like..I'm not going to need This-It's just gonna be Like A Quick Removal Of The Bow Tumor And I'll Be On My Way Just Like So....and I think That'S What Helped Me A Lot To Be Honest During This Journey Just Sort Of Being A Little Bit Blase About It.

00:09:11: But no, I needed a wipples.

00:09:12: So in March of twenty-twenty one i went to the surgeon's office and had my my wipples operation which was one of the hardest things ever done in my life like it was four weeks in hospital.

00:09:28: um It...I had a lot of complications.

00:09:32: I woke up in ICU for the nurse to say, Oh you know what cancer are we being diagnosed with?

00:09:37: And i was like oh...I think he's told me that it is benign and she said okay maybe should talk him about this.

00:09:45: So next day I asked him do they have cancer?

00:09:48: and he said well we're getting.

00:09:50: tests were not full!

00:09:51: Um..I did find out I had a neuroendocrine cancer which is of your reproductive thyroid, sort of your endocrine system which is a really rare cancer.

00:10:04: I was just lucky that he got all of it and i didn't need chemotherapy.

00:10:10: so that was a massive chunk in my travel adventures!

00:10:14: Oh my god like...I just want to travel!

00:10:16: That's all I wanted to do.

00:10:18: And um So I recovered.. I focused on recovery and six months after my operation I met my soulmate who is a Colombian that you just wouldn't meet a Colombian.

00:10:32: Like it was very random and fast forward to, y'know... A long-winded story.

00:10:38: he loved to travel.

00:10:39: He's like.

00:10:40: all I want do is travel You know?

00:10:42: Really really wanna travel.

00:10:44: So what we did is We started working towards our goals & dreams And in twenty two we decided To convert his car into a bed And we travelled the east coast of Australia living in a car essentially.

00:10:59: I would check it, yes working at the same time.

00:11:02: he was a marketer as well so i was able to hire him in my business and he does all the things that i don't like!

00:11:06: So what a perfect match right?

00:11:10: He's like the visual guy like... And also very grounding for my very erratic personality.

00:11:15: so..He grounds me a lot and yeah we were like why do we have to wait for the perfect moment?

00:11:20: let's just travel now.

00:11:22: So we, yeah put a mattress in the back of his car.

00:11:24: We made like a bed-bathe and had a tent And just stayed on Caravan Pass all up to East Coast of Australia.

00:11:30: We went to Europe after that... ...we went South America After That.. ..we did more of Australia.

00:11:38: after then when we were about to head for Southeast Asia and live in Europe.... ....we got our phone call saying he received permanent residence in Australia which was so exciting.

00:11:50: but the agent said to him, he's like oh great because we're gonna travel for six months and live in Europe.

00:11:56: And he says no you are not going anywhere.

00:11:59: He said if you want citizen You have to stay In The Country.

00:12:03: Like they're gonna look at your travel records Because every five years in Australia Have To Keep Applying For Your Permanent Residence.

00:12:09: They Are Like You'll Get Denied If You Travel Too Much.

00:12:12: So I Think That You Have No Intent To Live In The Countries.

00:12:16: What Does That Mean?

00:12:17: Hence We Decided let's buy a bus then because we always like, loved traveling in the back of the car.

00:12:23: Just was getting difficult.

00:12:24: you know sleeping in the car living in the tent if it rained It wasn't comfortable living Like.

00:12:31: really that is If You want to test your relationship and how resilient you are live In The Back Of A Car.

00:12:37: Honestly

00:12:39: I Was just thinking How This Could Be For Me.

00:12:42: i would not be able To Manage not with a partner, and not alone because I'm just really sensitive to anything.

00:12:49: And I was thinking like oh my goodness rain is a nightmare.

00:12:52: heat is a nightmare.

00:12:55: you know it's hot when you work the moment we start to focus every...you know you start to sweat when its hot outside if you don't have air conditioning showers.

00:13:02: yes!

00:13:03: My goodness shout out for doing this together.

00:13:07: It makes your kind of partners in crime.

00:13:10: Yeah, we have really built a big threshold and tolerance.

00:13:16: But like I mean...I've had times where i've been doing meetings in the tent And my computer's overloaded and shut off because it's being too hot You know.

00:13:24: so Like I feel like its meant that I could work anywhere.

00:13:27: It has helped me.

00:13:29: I wouldn't say be patient because i do get frustrated.

00:13:31: The good thing in Australia is we have a very big camping scene.

00:13:35: so there's caravan parks every town which you pay and access to showers, camp kitchens where you can cook your food... So it definitely designed for that lifestyle.

00:13:46: That's why many people own vans or buses in Australia Because I think its similar with Europe.

00:13:51: There are lots of people from Germany who come over here.

00:13:55: They hire a van.

00:13:56: they travel Australia.

00:13:58: Yeah, so that prepared us for like when we bought the bus.

00:14:03: We're like oh my god this is easy!

00:14:04: Like we have a shelter and...we just put a bed base in there And you know had some camping chairs but still if it rained I remember one time got stuck five days of consistent rain proper flooding.

00:14:22: To go have a shower, you have to take your umbrella and I can walk in the water and they're waterproof.

00:14:29: but it just got to that point where we were like this is too much!

00:14:32: We literally cant leave.

00:14:33: so you get cabin fever right?

00:14:34: That's the definition of cabin fever.

00:14:36: The bus is six metres which was quite long.

00:14:39: But if i had a meeting I had to listen to my meeting there was.

00:14:46: sometimes he is doing English lessons and i have a meeting at the same time.

00:14:49: so we have like.

00:14:50: Try not to disturb each other.

00:14:52: zoom calls you know.

00:14:53: so it wasn't a lot then.

00:14:56: yeah, uncomfortable because it was getting really hot.

00:15:04: i did end up since having my operation.

00:15:06: I still have some health complications.

00:15:08: I would say like chronic illness, I didn't happen hospital at one stage in our journey due to distress and things like that.

00:15:14: so you know the more comfortable your are better we can drive once we arrive somewhere everything with set-up.

00:15:20: you can't drive because every thing's gonna fall over after pack everything out where is being renovated you can kind of just put your breakables away and you can drive off.

00:15:29: And at least, you know, drive to hospital... I'm going

00:15:33: this little house on wheels like where everything is built in a way so it's not just comfortable but also suitable for driving working living.

00:15:45: yeah more comfortable Yeah!

00:15:47: It was amazing because we were able to customise how he wanted the guy that renovated from us Venezuela, but he's lived in Australia for twenty years and He helped us customize it for like our working conditions.

00:15:59: You know.

00:16:00: so he made us Like you Know tray tables that we can fold away But can be so we get one each.

00:16:05: So I've got our own desk And then he created this kind of like stand-up desk situation at the front Of the bus?

00:16:10: So if we need to stand up If our backs gets sore Because you know sitting down all time not improper like desk chairs right because were in Just like sitting.

00:16:19: well We were working from camp chairs for a last leg four years, you know our backs are just so bad.

00:16:26: So he's customised it for out lifestyle.

00:16:28: plenty of power points.

00:16:29: who literally running a bus off one PowerPoint like fridge?

00:16:33: every not good right?

00:16:35: He has made really safe for us.

00:16:37: and as we're recording this pick up tomorrow which I'm excited because we've been renting room while waiting to get renovated that is long story how i got into travelling but I think the reason why told such a long story is because that's what it about, right?

00:16:56: Entrepreneurship.

00:16:57: Everything we do for purpose.

00:16:59: if i didn't get sick would never have met my soulmate and then traveling on my own And not that's a bad thing.

00:17:05: I think solo travel is amazing, but i get to do it with someone who also has helped me grow and elevate my business.

00:17:11: without him... My business would not be offered the services like I have so much confidence in.

00:17:17: what can offer clients because I don't do video editing well or graphics very well.

00:17:22: he does all of this amazingly.

00:17:23: I think, you know we have ups and downs in our entrepreneurial journey but it's always leading us to where we need to go.

00:17:30: And i Know We can get frustrated of like oh not Where?

00:17:33: I want To be.

00:17:33: i'm Not where i thought i was going to Be and that's how i felt In That hospital bed Like i had to pause.

00:17:38: all my clients

00:17:39: they never No one.

00:17:40: yeah exactly

00:17:41: just want to touch on something You said earlier because he Said you Thought yourself i'm twenty five and i Can do anything i Want.

00:17:48: and i Just want to put this out here and Repeat This Because It's so important No matter if you, your listening right now.

00:17:55: You're at twenty five thirty-five forty-five like forty-fifty

00:17:58: fifty-five

00:18:01: sixty-five whatever.

00:18:02: If you feel that pool That you can't do anything and nothing keeps in life then this is your permission slip to do it.

00:18:12: Whatever It Is Maybe traveling maybe settling which will be for me soon Like I'm thirty eight and I feel like settling.

00:18:20: very weird,

00:18:21: so exciting.

00:18:23: It's exciting!

00:18:23: I never thought I'd be ever excited about this but i've been traveling the globe since two thousand seventeen to two thousand eighteen pretty much moving across countries and i realized i'm tired like wow want to have a home?

00:18:35: Like it's a complete opposite that you guys are doing.

00:18:38: yeah But as we go through their faces into the challenges It's also about teaching yourself to do the hard things.

00:18:47: And I think you, with your one year in this bus... With floods and computers dying in a tent?

00:18:58: This is a resilience builder we need!

00:19:01: You become truly unshakable navigating coolness, major surgery through all these phases but still not letting go of that dream which was true ever the business, but it was actually that travel.

00:19:17: And

00:19:18: life unfolded for you in a way because you stepped into your full potential.

00:19:22: You lived every single day where you wanted to be and this is just the perfect example.

00:19:28: if we make one step The next one unfolds and then comes the obstacle.

00:19:35: Then I'm gonna go left around right around or on top of jump down on the other side and then the next step, this is your story Mariah.

00:19:46: It's showcasing a real life development of crafting an extraordinary life because that is what it is.

00:19:57: Yeah yeah so you probably feel this.

00:20:00: I think in entrepreneurship we forget all the time.

00:20:03: We forget how extraordinary our lives are.

00:20:09: We go through the days like oh, I'm working so much.

00:20:11: So i'm doing this and that And actually it's not when until you reflect and share your story on what?

00:20:16: You've done ego Oh my god.

00:20:18: Like This is so random.

00:20:19: like My partner always try to have those moments of like.

00:20:22: no day Is The same and Of course there's going To be one day where we will want to settle down and then Have a family were getting married in twenty-twenty seven.

00:20:30: so after That i'm sure we're gonna want to live somewhere but We just try and make the most of every situation that we've had.

00:20:38: And I think it's just trying, from all that resilience you build nothing surprises me anymore because some have made us feel way more stressed than having cancer like i lost five clients at my best for business Making profit revenue turn into a company.

00:21:04: hide my partner and I as like actual proper employees not just contractors.

00:21:08: And then at the end of last year, five clients gone in two weeks Just nothing that you can help except cashflow, end-of-year etc... You go okay?

00:21:22: no and my parents?

00:21:23: because my parents watched my whole journey unfold of me growing by business.

00:21:26: there's no tears.

00:21:29: Why don't you cry?

00:21:29: Yeah, why aren't your stressed?

00:21:32: and I was like because all the things that have ever happened in my life set me up for these stresses come again.

00:21:42: It's uncomfortable it makes me doubt everything i'm doing.

00:21:46: but as you're saying do I go left or right over top?

00:21:50: what should?

00:21:51: And if you just give yourself that space to go, hang on.

00:21:53: Like I've really been through so many challenges to get here and i'm not going to give up this easily right?

00:21:59: It's one

00:22:01: as well like yeah it can be very frustrating.

00:22:06: What am I even doing?

00:22:08: But the same moment comes to build resilience from the past.

00:22:12: So like, you know what just gonna take a break.

00:22:15: i'm going to drop this not think about it for a moment but the moment You give yourself The capacity and the space To think about It differently to view From A different perspective.

00:22:24: They want to fix.

00:22:26: it Comes almost immediately

00:22:29: Yeah, and different things that you can do as well.

00:22:32: Like my partner and I completely conjured up a whole new offering That actually suits our lifestyle better And we're so excited about it.

00:22:39: You know like thing's just come for what?

00:22:40: Just got to trust that process But its hard when your in It!

00:22:46: Yeah, we're well and you know it's like when you are in service space.

00:22:50: Like We Are the balance between developing your own business and servicing your clients.

00:22:54: I mean i think that's the same in coaching right?

00:22:56: It's just like You got to get strife that balance Right And I don't pretend That I Know at all.

00:23:00: why absolutely Don't?

00:23:02: some days still work a lot Some Days I question myself, but at the end of the day I know as you're saying like that.

00:23:08: The end goal for me was to travel.

00:23:10: am i doing?

00:23:10: That do I feel those things yes or no?

00:23:12: and if don't have make a change.

00:23:14: And If I Do say well stop coming forward come on.

00:23:18: You've got this.

00:23:19: I can just pick my self up.

00:23:20: But I think your right need Those moments To pause because there's No point making A decision based off desperation Because thats when you take On work that you Don't actually want Or yeah you Just get into that hole it really hard.

00:23:33: Let's get

00:23:35: back to Extraordinary Life and to Storytelling, because only if we reflect back.

00:23:41: We can see how extraordinary our lives are even If they're not there where you wanna be?

00:23:45: If your still in the building process And I think everybody has a story What i pick up In conversation so many people say Well but have got nothing To tell.

00:23:54: my life is Not as spectacular!

00:23:57: This matters in content creation today, how do you teach people to tell better stories and mostly believe in their own story that somebody is freaking out there needing to hear it?

00:24:12: Yeah I think its interesting because we always Our life is boring and everyone else's better.

00:24:17: And this was something I talked about recently, it's not like creating drama for the sake of creating drama to create a story that we think will go viral.

00:24:27: That isn't what its' about.

00:24:29: The everyday stories that live help us explain our audience how they do them.

00:24:38: One thing i try to pull stories from are books or podcast episodes that I have with amazing guests.

00:24:45: Something someone else told me, you know what?

00:24:47: That relates a lot to my clients and even their stories about how they've helped them.

00:24:56: It comes down from anything in the conversation we had with your barista on TikTok.

00:25:05: it's just trying help someone else, and how can I tell it in a way that will captivate someone?

00:25:17: Because we love stories.

00:25:18: We love listening to people telling them!

00:25:21: And when you do this in your authentic unique way... That is actually what captures peoples' attention.

00:25:27: It doesn't matter if you don't travel the globe or haven't had cancer diagnosis Or these people who have really horrible corporate story as they got into entrepreneurship.

00:25:39: You might not be able And that's okay, like you don't need to have that.

00:25:44: How would you describe this unique way?

00:25:46: Because I know people always ask for templates.

00:25:48: People asked for really strict guidance because there is so much divine structures.

00:25:53: and am i gonna tell it wrong?

00:25:54: What?

00:25:55: what is right?

00:25:56: how do you tell the story?

00:25:57: ?What Is your...how To be unique in a world where So Much content is out There and It's hard to stand Out?

00:26:06: Yeah yeah it is A good question because we are We Do Like Structure.

00:26:10: You know, I had a conversation with a friend just about their general life and she's like.

00:26:32: Content Bootcamp, where I help people create their own content strategy.

00:26:37: So that is my goal of my business right?

00:26:38: That's what i'm looking to sell.

00:26:40: so thats for my sales-business goals.

00:26:42: and then from a marketing lens What do I need to make sure people know about this?

00:26:46: Okay!

00:26:46: I have to create content that's engaging it not just like join the program.

00:26:49: its really cool.

00:26:51: Then start creating different stories.

00:26:53: My personal journey with content strategies Clients personal journey with content strategy and analogy from a book that I read.

00:27:01: That can help people understand why they need to content strategy like how?

00:27:04: That's going to help them.

00:27:04: so i start To label all the potential pieces of content, but i could share this is where content strategy comes in because it helps us go From what our sales goal Is down too okay.

00:27:15: How do we create A strategy thats Going to allow Us to get those out And on What platforms?

00:27:20: In what medium best create content?

00:27:24: Am I a writer, am i really good at speaking?

00:27:27: is video my thing.

00:27:28: So like understanding that obviously comes into play but from there you go.

00:27:33: okay where?

00:27:33: what are all the potential stories I could tell and then for each what is the lesson that I'm willing to share and what's the core action that I need to pair with that and you start to build this kind of bank of yeah lessons stories or you can go with Like What's The Lesson?

00:27:47: Okay!I Need People To Know That If They Don't Have A Content Strategy they're just not going to be consistent online, they're not going to have the connection with their audience.

00:27:57: They are not gonna feel structured.

00:27:58: it's just like throwing spaghetti out of a wall.

00:28:01: and then I go right that is my lesson.

00:28:02: It feels lost and desperate.

00:28:04: yeah

00:28:05: exactly there

00:28:05: at some point

00:28:07: Yeah!

00:28:07: And you go oh social media doesn't work.

00:28:09: or get in this spiral where you say oh chatGPT will save ya so pump all these really generic content from chatGBt but still doesnt'.

00:28:22: But it's because you haven't spent the time learning what your audience connects with and then go backwards from there.

00:28:26: That is a side tangent that I could talk about forever, but basically what you start to do... all right i've got a lesson?

00:28:31: All right!

00:28:32: What's a story that could go with

00:28:33: that?!

00:28:34: Who have I helped?

00:28:35: What Have I

00:28:36: Seen??

00:28:36: And Then You Start To Pair Things.

00:28:38: Your unique way of telling stories comes down to the information you like and your brand as well.

00:28:43: Am I a brand that's up with pop culture?

00:28:45: So can i do Stories about Taylor Swift or what is the latest trend on tiktok, does it make sense for me?

00:28:51: For my mind its travel because i love travel so i try to make mine all centric... Like i did whole campaign around travel And i did an audio series on content strategy taking people through A journey through Europe backpacking.

00:29:06: So that was like how I told the story.

00:29:08: so understanding your brand what makes you a brand unique and And How You?

00:29:13: Like What you like to talk about because people love hearing you Talk About it in That way right, so once you've got all that okay, how do we actually like deliver It In a Way that sounds good?

00:29:24: Basically i use a very simple framework.

00:29:26: Which is hook?

00:29:27: so what Is my hook?

00:29:29: To get People Interested?

00:29:31: What is that, you know scroll stopping?

00:29:33: And it might not always be the negative hook.

00:29:36: It's basically a hook based on how youth generally communicate.

00:29:41: are you funny or your controversial?

00:29:43: Are you inspirational?

00:29:45: what does your brand archetype?

00:29:46: You know I knew a lover either sage?

00:29:49: are you the jester?

00:29:50: like understanding?

00:29:50: That also helps.

00:29:51: so once you've got your hook like how am i going to attract people in?

00:29:55: and I know A lot of us get caught up in the pause before we talk and we don't quite edit that bit out if they're doing like a video.

00:30:01: So you know, getting that attention from the very beginning is really important.

00:30:04: And then we build people up.

00:30:05: how can we create sort of a bit of fluff and a better narrative to get people to lean on more?

00:30:10: Then we give them value what it is.

00:30:12: We want to teach them What They need To Know Right Now!

00:30:20: And if you structure a story in that way and people have some amazing Story frameworks, but that's just one.

00:30:26: That really works for me and now it sort of In my brain.

00:30:29: so now when I go to film something or i go To write something?

00:30:32: I Just use that structure every single time and It's just it is pours out Of me very easily.

00:30:37: So that's A really simple Way For anyone.

00:30:39: That's like oh i don't even know how To tell the good story.

00:30:41: first kind of get what you want people to know and why you're telling them that.

00:30:46: What's the goal?

00:30:48: Then, you can start to pour stories in like.

00:30:50: honestly my best performing posts are when I analyze books.

00:30:54: so i read Atomic Habits.

00:30:56: Yeah there are people who listen to their stories at The Connection on how You Connected.

00:31:00: yeah

00:31:01: they know!

00:31:02: And it doesn't have to be a...what Getting Engaged taught me about B-to-B sales.

00:31:07: Like It Doesn't Have To Be This Far Fetched Thing.

00:31:11: You went to an event and someone said like one line that really stuck with you.

00:31:17: How can that one line relate?

00:31:18: To what you teach?

00:31:20: I my best way of telling stories actually is taking What i learn And regurgitating it back in a way.

00:31:28: That makes sense, too My audience and make sense to what i teach and most the time.

00:31:32: It's got nothing to do With my industry but One thing that i do all The Time Is i will share Experiences.

00:31:41: when you say, what is your story?

00:31:43: Of course I'll talk about my health journey and that.

00:31:45: I don't really use it in my content at all anymore like... You could come across my Instagram and not even know that i've had this crazy ...you-know-I travel but there are a lot of things That I don' t tell or can come across as dramatic stories because its not part of the brand any more.

00:32:00: It's part of personal brands But it isn't how to help with marketing.

00:32:05: So.. how we find that way to be unique and organic, to us.

00:32:11: And authentic.

00:32:12: you know such a buzzword also.

00:32:14: You just have to like try tell the story see how it resonates in our lens.

00:32:18: How I first started creating content is nothing Like i do now.

00:32:22: It's so different and I get better every single time and there are some days when actually not very good at either.

00:32:27: Really cool thing

00:32:28: about exactly because you start as...and I think That's the hardest for everyone starting and feeling like The absolute beginner.

00:32:36: You know, pressing that record button on your phone is just the weirdest thing.

00:32:41: And now as we talk although they are so far apart it's easier because you have a real human being here connecting.

00:32:47: I listen to this story with so much excitement and i can ask questions and we know each other from The episode recorded for your podcast, but the moment you switch on that phone and you press record.

00:33:01: And you see yourself when you talk to yourself with just a few of these things in our generation we didn't really grew up with iPhones.

00:33:07: if I look now at my niece she's Jen Alpha.

00:33:10: She can record herself from angles and it looks neat and i'm like wow girl how did You do that?

00:33:18: Then When I looked back an old content then often you know I'm like, oh my God.

00:33:24: I so feel for you but the good thing is that more we do of it The better We get.

00:33:31: and a cool Thing in personal branding Is That?

00:33:36: You can involve And your brand involves with you.

00:33:39: So Even if you are you know you suck at It today and you become so much better than then.

00:33:46: Your language Involves your wording.

00:33:49: you Become so Much More Better in telling the message more eloquently and with this excitement, then you become obsessed with it.

00:33:58: And I can see my development so much on social media.

00:34:02: yeah

00:34:03: looking back is often embarrassing but cute at the same time.

00:34:07: i think that's just an encouragement to everyone saying like You won't be good!

00:34:13: pay the entry price of embarrassment to get there.

00:34:16: But if you guys now listen to Mariah and just take this simple structure, play around with it then immerse yourself into how can I bring these to their world?

00:34:28: The first thing is that people put on a camera and see them stiffen up.

00:34:33: they blurb down in the script.

00:34:36: You can sense fear already no matter where his person is sitting which kind normal?

00:34:41: but I just want to encourage everyone, like you know if they're more this kind of person that's with gestures and stuff.

00:34:48: And do funny things.

00:34:50: please do them!

00:34:51: Like be the person who are in real life... Yeah.. ...and connect energetically our stories.

00:34:57: it becomes fun creating

00:35:01: because i don't.

00:35:02: what is your opinion?

00:35:04: You hear these online so much about content-creating wanting to create as fast as possible and not be involved with it.

00:35:12: To batch as quick as possible, but I think if you choose content marketing... Content marketing is something that should be living in a new task on your to-do list!

00:35:28: Of course i agree because its like my life right?

00:35:31: For me.. It's sort of the balance.

00:35:34: we didn't start our business to become content creators If, if fifty years ago people starting business were like okay you can have access to billions of people on a platform.

00:35:47: You just show up it's for free and you go.

00:35:53: that sounds amazing.

00:35:55: where do I get it?

00:35:56: And i understand its the saturated place but actually percentage wise compared to users in social media not many really create.

00:36:07: And so as a business owner though, and as a founder your role now is to show up for that business.

00:36:16: Of course you can scale it to the point where you're not needed or maybe your team creates content for you... ...and that's great!

00:36:21: You have to obviously create that in that way but that is your job.

00:36:26: And if you could have access to like the social media can make or break a business, it's not that be all and end-all.

00:36:34: I think there are other platforms like having a podcast, having an email list ,having a website.

00:36:38: but If You set up The structure properly Like for me...I spent so much time setting Up the structure of my website Of having blogs consistent Podcast episodes being Consistent on Social Media and i read the rewards every Time i get someone That wants To work with Me.

00:36:56: You know, like you build that funnel for yourself over time.

00:37:00: But it takes time!

00:37:01: I think five years was sort of the magic mark where i started to get leads and didn't have work really hard to do.

00:37:08: And unfortunately thats just how its is... It's not that switch on a switch and all of sudden your successful business owner.

00:37:16: if it were so easy everyone would do it.

00:37:18: So showing up in place can make things easier Creating strategies, etc.

00:37:25: But like I yeah the whole batch and forget about it even working with agencies that potentially you know.

00:37:31: Batch your content And don't talk up to for a whole month like that.

00:37:34: To me That is just not a service i provide?

00:37:36: And I think that's why I have been quite successful in consistent clients because It's just not The business model that I created but its Like.

00:37:45: if You want to connect Your one job Is to connect With the person on the other end.

00:37:49: And if you're just treating it as, oh I need to get ChachiBT and not like...I use ChachiBT.

00:37:56: Not saying NOT but you gotta spend time where you needed to get But also add that human element because now everyone's going anti-AI

00:38:05: at the moment.

00:38:05: Yeah i mean You NEED TO KNOW WHAT YOU WANT TO BE KNOWN FOR.

00:38:08: AI WON'T MAKE THIS WORK FOR

00:38:09: YOU Exactly!

00:38:11: The

00:38:12: end result crafting needs to be done.

00:38:17: Yes And you've got to know that, and I think you can't know that unless your actively engaging with your community.

00:38:23: And the best way to engage in your community is a platform like social media or through content marketing because this how are going understand very quickly what audience likes.

00:38:35: it's the fastest way we have.

00:38:38: all of us except for anyone who has been into business longer most of us built a bussiness But if all those people that are now probably have the healthy amount of leads, they don't need social media.

00:38:51: They're kind like well whatever but I'll give you a really good example of this...I started working with a client in twenty-twenty four and local in Australia fish & chips is very popular so go to take away shop order your potato hot chips fries get fish eat at beach.

00:39:10: it's a very Australian thing.

00:39:12: come from UK.

00:39:13: we've sort taken on board.

00:39:15: So the local fish and chip shop on an island very popular tourist place, catch their own fish etc.

00:39:22: hadn't been touched social media in years.

00:39:26: Busy always pretty busy like good consistent customers.

00:39:30: but they wanted to reach people outside of the Island because they wanted.

00:39:37: It's an island with a bridge, so it's not like you gotta go to extraordinary lengths.

00:39:41: but they wanted to expand their audience.

00:39:43: So they contacted me and we started working on there social media this December.

00:39:49: They three times the revenue from previous years And I already liked that.

00:39:53: pretty successful right?

00:39:55: One of the staff members always says its the Mariah effect because The Social Media have had really good business.

00:40:04: We just made better and all we needed to do was just start showing up.

00:40:09: And you know, in the beginning it's like yeah!

00:40:12: We can get content but I need you innit?

00:40:14: They didn't want me be in that so i started being there.

00:40:17: they need people right now their starting.

00:40:19: see oh this works.

00:40:20: okay more staff is going down.

00:40:23: a couple weeks specifically are sort of rostered on one to begin contend because every time ago.

00:40:29: no-one wants been content said make that day when you hire Even the owners, they've owned this business for twenty years.

00:40:39: They got grandkids that are starting to show up and hate it.

00:40:43: but you know... It works!

00:40:45: And energy is lovely if everybody's in because one thing I can say potential buyers future clients collaborators podcast hosts event organizers will look at you on social media tripling the revenue.

00:41:07: I think, you know everybody listening to this must be like oh my god.

00:41:11: and it's a free world stage.

00:41:13: not taking these three worlds stage i think in today in two thousand twenty six is a loss...i-I think we can agree on that.

00:41:20: yeah..and i think its because people They've left it too late, and they're looking at engagement as if the be all an end-all.

00:41:29: It's not like.

00:41:30: I have had clients that have done posts about retreats of God in this and didn't get many views or likes... Twenty seven website clicks!

00:41:39: You are looking a wrong metric but also understanding why you were on their channel?

00:41:44: For example for this local fish & chip shop its brand awareness because there is no online ordering system.

00:41:51: We're working on it.

00:41:53: But they don't have those things, so he's just getting foot traffic in very hard to measure right apart from.

00:41:57: obviously their revenue.

00:41:58: since that social media has definitely increased a lot.

00:42:02: but you know I've got another financial advisors.

00:42:04: They want online clients.

00:42:06: actually the online client aren't there best leads?

00:42:09: It's great for client nurturing is great for showing up with your clients email marketing Being there for them in because if they're scrolling social media, and there's another financial advisor that on their talking about this business.

00:42:20: Oh They look interesting.

00:42:22: maybe I'll jump ship.

00:42:24: so understanding why you need to be on there is very important And that helps you go.

00:42:29: oh You know what it isn't too late?

00:42:30: Because yeah It might not be to get me direct leads right away or my be to build a community.

00:42:36: So then my metrics are going to look a lot different.

00:42:38: The matrix for the fish-and-ship shop client is views his engagement.

00:42:42: we had the three million impressions last year.

00:42:45: That is great for a financial advisor, they wouldn't want three million impression as it can handle that client load.

00:42:51: so understanding.

00:42:52: yet why am I on these channels?

00:42:54: and what am i here to do?

00:42:55: It's so important because then helps you when there are people going.

00:42:58: You should be on Tiktok!

00:42:59: You should do this...you should do that and go hang on.

00:43:01: Why Am I

00:43:01: Here?!

00:43:03: What Do I Need To Be Here For?

00:43:04: Oh Yep!

00:43:05: Thats The Reason!

00:43:06: Yeah You Can Shut Down The Noise.

00:43:08: Yeah

00:43:09: Exactly Yeah.

00:43:11: And like social media is an addictive... Like their whole business model, it's to keep you on the platform for as long as possible.

00:43:17: That Is Their Business Model.

00:43:19: Your business model is to engage in your audience and all of your business goals.

00:43:23: So remembering that they're like button The views and those metrics are really great.

00:43:29: They tell us a lot but also here they keep you addicted To that platform When You Start To Realize What Am I Here For?

00:43:35: Why am i here?

00:43:36: You need to remove that emotional Attachment to the outcome because when you do your energy is just like oh my goal It's just a connect with the person on the other end even if it's like ten.

00:43:49: Like maybe you get two hundred views and may be Five people view website.

00:43:55: great five more people too, like keep nurturing You know so you?

00:43:58: Just you build that up based on capacity of viral video isn't gonna save your video Your business but showing up consistently for your audience will and thing is because you get attached to that viral moment and that dopamine hit, You burn out.

00:44:12: And don't stay

00:44:13: consistent.".

00:44:14: That's when you go.

00:44:15: what is the point?

00:44:16: Then it doesn't do any more.

00:44:17: This was so powerful!

00:44:18: Thank-you for bringing this in as I think we need to hear all of these over again together.

00:44:25: It makes a lot more sense if we know what we want to be known why they are on those platforms.

00:44:33: I have a last question for you before we round up the conversation.

00:44:42: How do you see yourself spending your old years?

00:44:47: Oh, i love that question!

00:44:49: oh...I don't know well.

00:44:51: my ten-year vision which I imagine will end up in my old years is by partner and I would love to open up a co-working cafe.

00:44:58: We traveled Columbia And they had these amazing places so you can just show you're not expected to buy anything.

00:45:04: You can obviously, by a drink...you could have access to the Wi-Fi password!

00:45:07: It's not a co-working space where it's like super silent and no one talks.

00:45:11: It's collaborative.

00:45:12: You could eat there.

00:45:14: I find libraries are too quiet.

00:45:17: Co-working spaces don't want to annoy people.

00:45:19: And in Australia we have a lot of cafes but if you go to work they feel obligated to keep buying things.

00:45:26: Obviously Australia is quite expensive so you end up spending like a hundred dollars.

00:45:29: I personally don't

00:45:30: mind.

00:45:32: I can't drink and eat for five hours straight.

00:45:35: Exactly,

00:45:36: it's too much right?

00:45:38: It's way to much!

00:45:39: So my partner and i have this goal of bringing the digital nomad community together in something like a co-working cafe where they can come... They can hear entrepreneurs speak.

00:45:48: you know photographers are there maybe doing headshots Like we want to create a community.

00:45:52: so that's kind of where I'll probably spend my older years but obviously loving travel I want to have my bust for the rest of my existence, hopefully.

00:46:02: So just keep... And i think the beauty of traveling now means you know I'm not waiting for retirement to travel but it will allow me when I am older a slow down and be present.

00:46:13: if I had children or grandchildren really enjoy that moment without feeling like oh well I've got to travel the world because they didn't do this in their twenties as I think.

00:46:26: for me, it's definitely like just slowing down and not stressing too much but also along the way building that community.

00:46:33: The Digital Nomad Community bringing things we never had whilst we were travelling which was what really loved or wanted in our own country.

00:46:41: so thats how i imagine growing old gracefully.

00:46:48: Yeah, just enjoying it.

00:46:50: Like being present because I think a lot of times especially as you're business owner always thinking the next thing and actually when we are present is going to be our most happiest.

00:47:00: so whilst i do want to cultivate presence now and will try my best feel like when im older more wiser.

00:47:08: ill have that space.

00:47:09: but look at parents.

00:47:11: been married for nearly forty years.

00:47:14: they have grandchildren not any.

00:47:16: I had delivered.

00:47:19: My dad plays golf every day after work, you know they go on holidays when they want.

00:47:24: They don't have anything keeping them anywhere apart from like grandchildren.

00:47:27: so I think...I look at them and it's pretty simple but sounds nice.

00:47:32: You know what if i do as much travel?

00:47:35: live my chaotic life now?

00:47:38: I'll be ready to sort of slow down then And maybe something crafty.

00:47:48: Thank you so much for being an incredible guest.

00:47:50: Thank you for your knowledge, wisdom value and thank.

00:48:07: having a hard time to break through the

00:48:08: noise,

00:48:09: inconsistent with creating content not knowing what to say and how to say it but deep down you know your message.

00:48:16: And your work can change people's lives.

00:48:18: then listen up.

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