Episode 424:


Hello, and welcome to Unshakable with Human Design. I am so happy to be here with you guys. Welcome. Wow. It’s just the two of us here today, and I want to start by kind of talking to you a little bit about just how I work, because I think that a lot of people, what I’m hearing from people and just what I’m seeing, even from friends in the industry. There’s a lot of uncertainty in the world right now, and I think that what we’re feeling is maybe a little bit scattered. And we’re wondering, how can we possibly make it all work? Because when we get scared, we can really go into over action mode. 

Which is if you go back to the recent episode that I did with a guest on where we talked about attachment theory and whattachment means in psychology, and I talked about how I use that in business, how I look attachment theory with business, and I see so many people. What they do is they’ll go into anxious attachment when things are scary or they go into avoidant. Now, the anxious people, they’ll go into massive action around something. And then what usually happens there is they end up scattershotting their action rather than doing something that actually moves the needle because they’re scared. They are in flight mode or fight mode. They are in. Their nervous system is triggered. So they start taking massive action that’s not necessarily productive. They are busy. 

And while they’re doing this, they’re all worked up and they’re freaking out and they are not actually getting something done. I know because I’ve done this. I know because I was this. It’s really funny. I’m an avoidant in so many ways in my life, but I’m anxious. I think we all kind of switch depending on the situation that we’re in. When I get scared, I can really go into like, ooh, what am I going to do? What am I going to do? What am I going to do? Which is why nervous system regulation work and clearing work are so crucial. I don’t see them as optional for entrepreneurs. I think you have to, because this comes down to that decision making. 

This is why I don’t just teach business, because I didn’t just need business, I needed all of it because I was making bad decisions and I was working from a triggered state rather than from my genius, rather than from my grounding. And what that leads to is all sorts of things, you know, overspending or overworking or taking all feeling like you need to employ like 50 different tactics at once. And this is especially true when it comes to content creation, because we think that, like, okay, now we need to be like crazy visible now we need to be out there. And so we start flying to all of these events and we start to, you know, we’re on Instagram, we think we need to be on there every single day and making reels and doing all these things. 

And then we need to be sending out emails. And I’ve told the story on the show before about how I had a coach that really helped me, but she also gave me PTSD because she made us feel like we had to be everywhere all at once. Now, here’s one of those situations where I could look at that investment that I made with her, which was huge. I. It was the biggest investment at that time that I had ever made in myself or in my business is, I believe, $18,000. And it was terrifying. It also activated me into. I’m not going to lose this money. I’m not going to waste this money. I will grow through this process no matter what. That investment changed me. Okay. And. 

Well, without going into that whole story, what I’m about to share with you in this episode about how I approach things now came because I was presented with a problem. Now I’m a 5:1. I find solutions for myself and then I share them with everybody else. But I found this solution because I had a problem. I was not able to keep up to the level that she was telling us that we needed to. I was so overwhelmed. I was underperforming in my business. I was launching at the time and I was not getting the numbers into my launches that I needed. So weren’t converting as well. We converted well, but the numbers weren’t there. And it was just like, more people, more people. Okay, More content, more content. Which is what we can tend to get into, right? 

And I was a team of one at the time. I didn’t even have my integrator, who I have now, who’s been with me for years. This was even before her. And this is where everything I’m about to share with you in this episode is about how I had to make this simpler and I had to make it more effective or I would have sunk to the bottom of the ocean and drowned. Or quit. Quit or die trying. Those would have been the only two options. Success wouldn’t have been an option if I kept going in the way that I was going. So what I’m about to share, what I want to talk to you about today is how I spend one hour per week about creating content, like the actual content creation. 

And that content, that specific content that I make drives over $200,000 in sales every year. Not every ever. I see somebody talk about, like, I have a million dollar business and you find out it’s over, like the lifetime of their business. No, I mean every year. Every year, 200,000. I can’t pinpoint every dollar, but I know that it is a large amount of our sales come from this podcast. So we do about $300,000 a year in the business, and about 200,000 of that comes from this show. Right. So by the time somebody books a call with me, they’re usually already 90% sold. And if you’re listening to this right now, you’re living proof that this works. If you’ve ever bought anything from me, then this is. 

And you’re listening to the show, it’s probably because you listened to me here first or you thought about buying something from me and you found out I had a show and you went and listened to me and that’s how you decided that I was the real deal, that I was the person for you, that maybe that I had integrity, maybe that I knew what I was talking about, maybe that I was different than the other coaches that you had been listening to or that you’ve invested with before. So I want to share with you what this looks like. I want to share with you this content process that I have for the one hour a week to $200,000 a year. And it’s a pretty good one. 

And the reason that it’s so impactful is one of the big problems I had was I was creating content all the time and it left no space for anything else. It left no space for really. I was just taking care of clients and creating content. I was not really having any time to create anything new. I didn’t have any space. I wasn’t enjoying myself. It made me hate content. I did not like creating it. It was really difficult. And so I’m going to ask you, how much time did you spend on content last week? Was it 10 hours? Was it 15 hours more? Or maybe you’ve gotten so avoidant with content because you’ve built up a story in your mind about how long it takes you that you’ve actually stopped doing it all together. 

Maybe you’ve taken like a unofficial hiatus from creating content because you’ve built up such a story about how much time it takes that you’ve convinced yourself internally, subconsciously that you don’t have time for it ever. Because it’s so hard. Okay, Because I see what happens with a lot of people. They’re posting like three to five times a week. And that’s their primary strategy in their business. They are engaging on social media, they’re DMing people, they’re trying to convert those cold followers, sometimes with the hey girl messages, if they’re really go getters and they’re constantly trying to stay visible. But the followers, maybe followers are growing, but the sales are not. And they’re feeling burnt out and they’re feeling kind of dejected over this. But it’s not this lack of effort that’s the problem. 

It’s not the fact that, you know, if you’re avoiding, then that’s part of the problem, but you’re avoiding because it feels hard. The key is we have to make it feel easy again. The key is we have to make it feel effective again. It’s very hard to continue doing something that you feel is not working right. Really hard to keep showing up doing something that you don’t believe is building anything that is actually serving you right. So the other problem that exists with social media and a lot of the ways that content is approached is that it’s very surface level. We don’t have control over it. We’re at the mercy of the algorithm. 

And now what Instagram has done, and what a lot of these platforms have done is they have shrunk everything down to where it’s pretty much either become a platform to fight on or just be purely entertained. Like that’s all that people want on those platforms lately. Very difficult to educate people, Very difficult to add value, true value, like we used to. It’s always changing. So you always have to change your strategy and kind of come at it a different way, which makes you feel like you’re learning something new again, you know, and then they’ve shrunk everything down to where it’s like it’s gotta be 7 seconds to 15 seconds. It’s a really short period of time to really get a message across. We don’t build trust in seven seconds. That’s nearly impossible. 

And if you’ve bought something from somebody on Instagram because of their awesome 7 second reels and it had any real depth to the thing that you bought. A real coach, not somebody who sells a reels program. Because those people are probably going to give you what you want. They’re going to give you, okay, here’s how you create a reel and you’re like, cool. Like, I saw you on a reel and I bought how to make reels from you. That’s a real good exchange. But if you invested in a coach, if you invested in a real mentor because of their flashy social media or their ability to like slap together a really cutting edge kind of reel that touched a nerve, you probably maybe weren’t too happy with that investment, right? 

Maybe you got behind the curtain and you realized that this wasn’t really what you had in mind. There is enough depth there. This is what podcasting did for me. Podcasting. I used to be on this content hamster wheel. I used to be constantly stressed out about what I was going to create for social media. Facebook, Instagram, what am I going to email my list, all of that stuff. And I came up with a strategy where I was like, I really love my podcast. And I didn’t even know all the things a podcast would do for me at the time. I had no idea. So I was like, I just like the podcast creation process better. I would rather talk and go deep on a topic and really help my audience get to know me. And I like long form better. 

And I prefer talking to writing. So it was sort of a natural place for me, but I had no idea what it would do for me long term. So here’s my process. So let me break this down for you and kind of what this has been shifted for us. So I used to be on that content hamster wheel. Then I made the podcast my primary strategy. I was like, how can I make the podcast the center of everything rather than Instagram? And all these little pieces where I feel like I have to fragment myself and be in 10 places at once and be constantly creating. How could I make the podcast? Could I make everything come from the podcast? And that did not look like a possibility when I said it because the show was absolutely not monetizing. And. 

And it was not growing, you know, and this is one of those things. I think people get into podcasting a lot of times and they think they do it for a few months or maybe they even do it for a year. And they think if you build it, they will come. If you just show up and interview your friends, then people will listen and they’ll share it. And you’ll have guests on and they’ll share it, and that’s how it’ll grow. And I’m here to tell you that is very, very rare. I have not seen that work. It did not work for me, and I haven’t seen it work with many people. In fact, a lot of people come to me when they say, I tried all of that. My podcast isn’t growing. What can I do? How did you grow yours? 

Because we’ve grown this show from when I made that decision. And what I wanted to say there was what you focus on grows. And I chose. I had no focus before. And this is what being an entrepreneur is, being a master of yourself. It’s getting better at doing what works and not doing and not putting energy and attention on the things that don’t. Needle moving activities. And we can get really confused about what those are. It starts with, what life do you want to create? What business do you want to create? I did not want a business that had me on vacation thinking I needed to either create 10 Instagram posts before I left, or I needed to be posting while I was, you know, on a beach somewhere, trying to enjoy time with my family. That was not the life that I wanted. 

I didn’t want to be sitting there obsessing over how many likes, comments, or shares I got on a particular post. I didn’t want to be worrying about if my account got frozen or something for some stupid reason, because that had nothing to do with my behavior on a platform that they shut me down and my business comes to a standstill. I did not want that life. So I made a choice. And at that point, my focus was in too many places for me to do anything really well. This is why very successful people, you know, you hear the phrase who, not how, right? Rich people don’t ask how they can do something, they ask who can do it for them. 

Not all of us have the ability to hire somebody for every single thing beyond most of us, particularly in the beginning, it was for me, I was a team of one. And the people giving me the advice that I needed to be everywhere had large teams behind them. They were getting the who and then they were telling me to do all of the jobs that they had hired out for. Wasn’t feasible for me. So if you are at the start, or if you are at six figures or less in your business, then you have to be so efficient with your time, with your energy, and with where you put it, because what you focus on grows. And if you have your Focus. In too many places, nothing grows. Which is why channeling it somewhere becomes the most important thing. 

Now, human design can tell you a little bit about where channeling it might work for you best. But everybody, I believe everybody needs some sort of place where the people who are thinking of buying from you can either find you or get to know you. Now, some people do that with sales calls. That requires a lot of your physical time. That physical time is taking you away from other things. Even if they’re resulting in sales. You will get burnt out on that. When people come to me because of this show, by the time they get to me, they are usually 90% sold. It’s more of a chemistry check. When we get on the phone, they’re more checking me out and seeing like, does this feel like a fit? 

And if they don’t join, usually that has more to do with whether they believe in themselves than if they believe in me or the work that I do. So by focusing on this show, what I was able to do was take it from 500 downloads a month when I started this little mission to. To over 7,000 downloads a month is what we do right now. $200,000 a year plus annually. And when I get on those sales calls, they’re worth it because people are already in by the time they get there with me. That’s the power of a podcast. That’s the power of an evergreen system. So what my system looks like, how I get that down to one hour a week. I do two shows a week. Each episode is about 30 minutes. I do a little bit of planning for the episodes. 

I have templates that I give my clients when we teach them how to podcast. So it gives them that general outline to work with. I’m at the point now where I don’t need to have as tight an outline as I did in the beginning. It gets easier over time. In the beginning. Well, in the beginning, I didn’t have any outline. Cause I didn’t know what I was doing. But when I started taking this seriously and I started to put this together and I started to make money from the show, I had an outline. I was like, I want my episodes to take people on a journey, right? So what I do is I create once, one hour a week, two episodes. That content works 24, 7. When people are in all parts of the world, when I am sleeping, they. 

And months and weeks later, and sometimes years later, people are still listening to the episodes I created all that time ago. They binge my episodes. Sometimes two, three. Sometimes people tell me I’ve binged like your episodes, like five a day for the last two weeks. What other platform has the ability to do that for you? YouTube does. And guess what? I’m over there too. Why? Because I have this show. This show gets put on YouTube. This show gets transcribed and converted into Instagram posts and Instagram reels and captions and all the things emails to my list. It is so powerful what it has done. It’s allowed me to outsource some of it. I can take that transcript and I can give it to my team. Now. 

I actually don’t need to be involved in part of these processes, but for the parts that I do, I’m still now using AI to make this so simple. I actually, with one of my private clients, we just rebranded her podcast and I gave her an entire workflow of how she could turn this into an SEO machine, how she can take her episodes and she can repurpose it and have content for days, where she can have all of the platforms that she has identified as being her most successful or potentially successful, how she could convert all of her transcripts from her podcast into other pieces of content without doing any extra work. In one hour, she can have all of the repurposing done, including her show notes written for the episode. Do you see how powerful that is? What would you do? 

If you’re doing 10 hours a week of like staring at a screen trying to figure out what you’re going to post, let’s forget about how much time you’re taking up in your mind thinking about what you’re going to post. That was one of the things that I needed to get rid of. I was like, oh my God. All I’m thinking about all day is what I’m going to post on Instagram. Oh, it’s. God, it’s exhausting. And I hated it so much. And I didn’t want to hate any part of my business. I want to love my business because that’s how I’m going to be able to show up for it. And that’s how I’m going to be able to really attract people. If I am in, I’m a manifesting generator. If I hate what I’m doing, you’re not going to be into it. 

That’s just how it works. It’s not an option for me to be burned out and hating what I do. Otherwise that is going to affect the sales, that is going to affect everything in my business. And guess what? I’ll probably want to burn it all down. So this is the system that I teach people inside my program. Business by Design. Now, if doors are open for Business by Design, if you are interested in this, DM me the word mentorship on Instagram. I’m @nicolelainoofficial. Or go to nicolelaino.com enroll. You can go there. But we’re also doing the Authority Accelerator Masterclass. If this interested you, then I will be teaching this. If you’re listening to this, the day this episode drops, you are right in the middle of the Authority Accelerator Masterclass. The last time we are running it. 

Learn more about the Business By Design Mentorship at https://nicolelaino.com/enroll

Register for the upcoming free 5-day masterclass, The Authority Accelerator in HD: Create Your Million Dollar Message in 5 Days Using Human Design at https://www.nicolelaino.com/masterclass

If you would like to join us and you want to hear more about how I take people through a journey through their human design so they become masters of themselves and in a way that’s aligned, not in a way that has them, you know, just stacking habits and being uber disciplined to the point where they feel like they’re living somebody else’s life, but they’re actually feeling like themselves, sometimes for the first time in their lives. And then we take them through the process of getting to know their brand through human design. What makes you uniquely special? What makes you an authority outside of all other people? Then we go through the business building stuff. How do you write content? So the show is all written with the purpose of driving demand for an offer. How do you do that? 

How do we structure it so people aren’t just inspired, but they are inspired to buy from you? Let me take you through that. And then I take you through the Authority platform, which is what I call a podcast or a YouTube channel, but it’s some place where you show up and you can schedule this. That’s what I mean. Like, you can have this done in an hour a week, and you can have content everywhere. You can actually be present everywhere in one hour a week. That’s incredible. If you’re interested in that and you want to learn more, go to the Authority Accelerator Masterclass. You could catch up on the replays. You could see me teach the whole thing. All you have to do is DM me the word masterclass on Instagram @nicole la official or you go to nicolelaino.com masterclass again. 

Register for the upcoming free 5-day masterclass, The Authority Accelerator in HD: Create Your Million Dollar Message in 5 Days Using Human Design at https://www.nicolelaino.com/masterclass

This is the last time we are running this masterclass. So if you are even on the fence, you should come because it will never be offered again. That’s not an empty promise. We are retiring it. But if you already know that Business by Design is for you. If you already know that, you’re like, this is what I need in my life. I’m ready to bet on myself and I need this type of energetic and strategic work because I know that I get in my own way and I need to step up into my own authority so I can be an authority to others. And I need the strategy too. I need to know where to put my energy so that I actually get results. If you’re interested in that, then please submit an application Apply for Business by Design. 

We will let you know if it’s the right place for you or not and we can have a chat. But thank you so much for being here. I appreciate you. And remember, in order to have an unshakable business, you must first become an unshakable human. So thanks for letting us help you become unshakable with human design. We’ll see you next time.