How to create your “Taylor Swift moment” in Q4

It is important to know that I am not a subscriber of one size fits all when it comes to marketing when it comes to promoting yourself. There are so many ways to do it. And there are so many people trying to tell you to do it their way. I'm not that person. I am here to tell you to do it your way. I am here with all the ideas and all the ways and your job is to figure out what you actually like, what's going to get you results and what works for you in your business. Okay, so the criteria are that these are external facing actions.

This is the Entrepreneur School Podcast where we believe you can run a thriving business and still make your family a priority. This show is all about supporting you the emerging or early stage Entrepreneur on your journey from solopreneur to CEO while wearing all of the other hats in your life. My name is Kelly Sinclair and I'm a brand and marketing strategist who started a business with two kids under three. I'm a corporate PR girl turned entrepreneur after I learned the hard way that life is too short to waste doing things that burn you out. On this show, you'll hear inspiring stories from other business owners on their journey, and learn strategies to help you grow a profitable business while making it all fit into the life that you want. Welcome to entrepreneur School.

Hello, welcome. It is episode three in our Maximize Your Visibility Series. And in this one, I'm going to talk to you all about how you can create your own eras tour of just like Taylor Swift for your business. Now, I love this idea. We're talking about like, why now, this time of year. Now, it depends on when you're listening to this. But if you're listening to this live, we're coming into September, it's back to school, it's q4 Coming up, it's a time when your customers are ready to buy. So depending on the industry, you will think about your own connection into this. But if you have business to business, q4 is a time when everyone's like, oh, I want to crush my goals for the rest of the year. I want to make sure that I end the year strong. There's that feeling in any kind of industry even with like health and fitness and wellness, I want to end the year strong maybe it's the summer was really fun. And now I would like to you know really focus on my health for the remainder of the year. There's that it just gives off those like January 1 Fresh vibes fall has that fresh vibes feeling I love, you know, learning new things, starting new things launching new thing all in this time of year. So it's great. It's a great time to be thinking about doing what I'm suggesting recall your own visibility tour. Okay, so you could call it a campaign and that's maybe more of the language that you've heard, but how fun is it to think about going on tour, just like T Swift, just like that and making a splash with what you're doing. So I'm going to make some connections here and I'll be honest, if there i Okay, I let me just pause and talk about my Taylor Swift connection for a second because I love Taylor Swift back when she was country, okay, like 15 year old Taylor Swift with a curly hair and singing Tim McGraw like that is my version of her that I love. That's the era of her that I love. And I saw her very first headline show when she did it in Calgary, and we hugged because she's awesome. And yet I don't I kind of like, you know, rejected her when she moved into pop.

So I'm not, you know, winding up to become a Ticketmaster verified fan, to get tickets to a show, which PS there's only like, six happening in Canada, and they're so far away. From me, I do not live near Toronto. So, okay, that's a side note about Taylor Swift. But my point is that you cannot be anywhere on the internet and not know that that tour exists. Okay, like it is. It is getting governments angry. It is like affecting the national GDP of countries like it is massive. And while you may be like, I'm just a small business, you know, based out of my basement or whatever, let's just give that that, like make that the goal, like you're looking for your own eras tour. And so my challenge to you is that you use this quarter coming up to go on a visibility tour. Now let me break down what would happen inside of a tour so that you can kind of map it out and plan and of course, there's always the ultimate visibility toolkit freebie that you can grab from my show notes from my work. website that'll help you. It's even like built already into a calendar. So it'll make it super simple for figuring out what you should do. Now, I'm not saying you're going to put on like a full on concert every night. That's not what we're talking about. The important thing here when thinking about a visibility tour is first of all, coming up with your theme, like, what is your album? Or what is your theme that you're promoting? What is the one thing, one part of your business, whether that's a particular service, or offer or product that you have, or like an arm of your business that does one type of thing, let's just get focused on becoming famous for that during the next three months, okay, so we definitely want to put a timeline on it 60 to 90 days is a great amount of time to really commit to getting visible to showing up and going on this tour. And it's really about consistent visibility over the course of that time. I have been challenging myself to do this over the summer, and I can't wait to share my results with you, I'm going to do so inside of a future podcast episode and also probably a pop up workshop. So keep your eye out for that. But the act of taking small daily action, like I talk about it all the time, this is the whole messy action, doing the thing, and having it be external facing. It really works. It gets you results, it gets you momentum, it gets you more confident and clarity and talking about what you're talking about. So I 100% think that you should be doing this for your business coming up in this quarter. So we're going to give it a length, we're going to give it a focus point, a topic, a tour name, whatever you want to do, like you could make your own posters, if you're creative, like, please send me them. If you do, I love that.

And now we're going to talk about the strategy. So mixing visibility strategies together, it is important to know that I am not a subscriber of one size fits all when it comes to marketing, when it comes to promoting yourself. There are so many ways to do it. And there are so many people trying to tell you to do it their way. I'm not that person, I am here to tell you to do it your way. I'm here with all the ideas and all the ways. And your job is to figure out what you actually like, what's going to get you results and what works for you in your business. Okay, so the criteria are that these are external facing actions. So it's everything from taking yourself to a networking event, putting yourself in a room with some people who you want to meet, who could be your potential clients, who could be potential collaborators for you, who could just become like your business besties or somebody you like, maybe you just need like an accountability buddy, right now. Go find that person, go physically to a place and find that person. And then if you'd like to do social media, like go on with your bad self, let's do it. Do the social media, plan out more posts, do some reels, put yourself on video, get yourself out of your comfort zone with social media. But don't put all your eggs in that basket either. Because I truly believe that it's the combination of these various strategies that's going to help people see you in different places, right, like your current, you kind of get stuck into the algorithm loop when it comes to social media. And then if somebody's not seeing you, they're just gonna continue to not see you. So you're missing the opportunity to reach that person by not trying different ways to reach them, which may be through collaborating with somebody and having them send an email out to their list introducing you or showcasing you, or inviting them to an event that you're doing together. Or any kind of thing like that. Figuring out what works best for you is really important. And I've said this time and time again, business is an experiment. Visibility is an experiment. So if you're going to do something, commit to doing it for a good 60 to 90 days, and see what comes of it. Now, of course we're going to talk like that's the tour. That's the whole tour is that you're doing this every day, for that period of time. And okay, take the weekends off. Cool. But like once a week is not going to give you the momentum. So I'm just gonna call that out right now. If you're like, Oh, I just want to go like once a week. Okay, this is not the gym. Yes, that's how we build back up to going to the gym. But this is not the gym. This is like less than 10 minutes a day to do these things, all the actions that I have laid out inside of the ultimate visibility, toolkit, and all the things that we're going to cover in my upcoming program. Should I tell you what it is?

Okay, spoiler alert, I'm too excited, because this is the whole kind of reason why, like, you'll notice right now I'm on a visibility to worry about visibility. Yes, I practice what I preach, I tell you that all the time, and the visibility revolution is coming. And it's, it is about you figuring out your own way to grow your business through getting visibility. And like I said, I have all of these different tools and strategies that have worked, I can tell you how they've worked for me, I can suggest how they could work for you. And that's what we need to figure out here is the sweet spot for your business. Because you have a different audience, you have different goals, you have a different style, maybe you really hate doing videos, that's okay. We'll figure out something else that might work for you. Right?

So then when we want to do is take this visibility, and we need to turn it into sales, because visibility for the sake of visibility doesn't make any sense. Like, it's great. Like, you could be on a billboard on the side of the road, but, and all those cars can go back by but how do you actually build a relationship with them? How do you turn those drivers into clients? Well, you need a method for capturing your leads, first of all, so if you haven't yet set up an email funnel like are not even though say funnel, you don't need a funnel, you need a way to collect someone's email. And generally speaking, we call that a lead magnet, because that gives you an opportunity to give them something if I'm just gonna start with my email for no reason. So you create this freebie you have a way of capturing your leads, you there are totally easy tech ways to do this. That don't necessarily mean you have to like set up a whole new brand new software, we can make this simple, you can set up your own email list, and you can do it in under a week. And that's definitely something I'm going to be covering inside of my program. So if you want to know more, just let me know. So because you need to capture this leads, you need to be able to go, Okay, I went out and I did a thing I was on a podcast, if I go on a podcast, and I'm just like, okay, by, then nobody can find me, they need my website link, they need a gift from me, generally speaking, where I'm giving them something free, and they're joining my email list, so that I can continue having a conversation with them. And that could lead into them becoming a client in some way in the future. So you need some kind of a platform where you can have an ongoing conversation. And that could be could be text messages. If you want to get their phone number, it could be email, it could be like you're on Messenger or you're in your DMS like these are all places that work, I am not discounting any of those options, if you've already set them up amazing. If you're thinking that sounds easy, as a as a stop gap between that and like setting up a proper email system, I'm definitely going to vote for the email management because email marketing is the only way that you can own your own list. Okay, because you do not own Instagram, you do not own your contacts on social media. So that is a risk that you want to manage by making sure that you have email management software in place.

Okay, the last thing I want to talk about here is how do you measure the success of your campaign of your tour, right? If we're not selling tickets to every single show, so we don't have that. And it's not always going to be within the tour window that you're going to see the results. So what I will promise you is that you're going to see results like your confidence going up your ability to be clear and articulate what you talk, what you do, that will improve because you're practicing it regularly. And everything that you do is going to be easier, the more that you do it. So if right now it feels really difficult to show up on camera, but you challenge yourself to do that. It will be easier next time. These are results. And we do have to accept that, that that is progress. That is honestly, I am so passionate about this whole idea. Because when you're consistent with these actions, and you start to see these results, this is what translates into sales conversations. I could not have hosted this podcast six years ago, I would be like, so I don't know what I'm talking about. And my and I would do like 75 retakes. And I know this because I used to do live videos on Facebook. And that's what they were like to they were cringy I should find like the first one and show you because it's your own improvement. That is going to be one of the biggest results you get out of this tour. So don't discount the value of that in and of itself because that's setting you up for success in the future for having sales conversations, having partnership conversations, being able to negotiate things that you want for yourself and for your business. All of that is going to come up So it's not always going to happen within the 60 days. But maybe you are going to try some things like creating a freebie and partnering and collaborating with other people and bringing more people into your world that way. Well, you can certainly measure how many people came from the different efforts that you made? Like, did you go to an event and collect 10 business cards, and now you have two really great relationships. Awesome. Did you go on a podcast and have a freebie and you got 35 new email subscribers from it? Amazing. That's the kind of thing that we can measure for sure. And then, of course, what created the most money if something that you want to do during your tour is have a sale or launch something, maybe you are promoting a particular product? What was it that you did that actually resulted in that. So thinking strategically, going into it with this is an experiment, and I'm going to see what the results are, so that I can adjust and rinse and repeat and do this again, and again and again throughout the year, to help build your awareness for your brand, grow your business, and allow it to evolve from there. So remember, your plan is custom, I'm empowering you to figure out your own way of getting visibility that works for you, that gets the result that you want. And that not I'm not gonna say it just is within your comfort zone. But you feel like you can build your skill and your actually desire to build your skill there. Right, like, think about learning anything new. My thing that I'm learning right now is surfing like wakesurfing. Hopefully, I'll be able to do that next week when I'm on holidays. But it's not because of like, I have to want to do it. I want to learn how to do it. Some people don't want to learn how to do it. My daughter doesn't want to learn how to do it's not interested in that. So find an interest, lean into it, and be willing to accept the challenge.

So I want to hear what your ideas are around your visibility tour. So pop over into my Instagram and send me a DM and let me know what you're thinking about. Do you have a tour name? Do you have to wear colors? Like do you have a tour outfit? What do you have? How creative Are you getting with this? I so want to know about that. And make sure you come back because next week, I'm going to be talking about the visibility strategies that I have used that I've found the most successful in my business over the last six years. Basically how I've gotten every single client in six years and the different ways that I've done that, because it's not been one way, there are about five different things that I want to make sure that I highlight for you. So come back for that episode. And I will see you there.