Episodes

There are 198 days left until the end of the year.

That means 198 opportunities to show up.

198 opportunities to build trust.

198 opportunities to become known for what you do.

In this episode, I’m sharing the exact 10 things I would do if I were a health professional trying to grow my business between now and 31 December.

From content creation and lead magnets to networking, AI and refining your message, these are the moves that compound over time and create real momentum.

Because building a successful health brand is about doing the right things consistently.

If you’re a practitioner, clinic owner or health founder ready to grow with more clarity, this episode is for you.

SUMMARY

0:00:00–0:00:35 – Warm welcome & episode setup

0:00:35–0:01:11 – Why podcast > social media for this topic

0:01:11–0:01:34 – Framing the opportunity (198 days)

0:01:34–0:02:06 – Mid-year reality check

0:02:06–0:02:25 – Promise: 10 moves = different business by December

0:02:25–0:02:46 – Personal context: more bandwidth to show up

0:02:46–0:03:12 – Reframing 198 days as 198 opportunities

0:03:12–0:03:37 – Power of consistency

0:03:37–0:04:03 – Discipline, “what really matters,” and why you’re in business

0:04:03–0:04:56 – Perspective shift & origin of the idea

Hayley Osborne
Hello, my friend, and a very warm welcome back to the podcast, The Hayley Osborne Show. Thank you so much for being here with me in your ears for another week. I am Hayley, and I am your host, and I wanted to share with you today something that actually was very well received in my social media, and so I thought that I would do a bit more of a deep dive into that here on the podcast, which is a place where it is essentially longer form content, and that means that I get to share more with you, so social media is very short, okay, short attention spans, short short form content, whereas the podcast, you know, I can chat for as long as I want, and I could teach you as much as I want, and so that is my choice.

And today I thought, you know what, I’m going to expand a little bit more on that thought piece that I had on social media here on the podcast, because it gives me an opportunity to really speak my mind a bit more, that isn’t words, that is just my voice, and to really kind of give you an understanding of what I mean by that, but also light a spark in you that I think is important to remember, so I spoke about how many opportunities you have between now and the end of the year to show up, okay? And I want you to start today.

So, as this podcast airs, there are 198 days left until the end of the year. I know it’s crazy, and I honestly am shocked talking about that already, but reality is we are mid year, pretty much, and so, like, we can’t deny that you know it is like going fast, and I want you to ask yourself the question of have you given it your all, so we’ve essentially got 198 days left this year, 10 moves I want you to do between now and then, make it part of your routine, and I guarantee you, you will have a completely different business by December.

So, lots shifted in my business this year. It’s grown so much, I have more bandwidth. My babies are no longer babies, they’re still babies, but I’m not breastfeeding, they’re not on me all the time anymore. And so, you know, I’ve had a lot more opportunities to show up, and a lot because of that, a lot more opportunities have come my way, and I wanted to share that with you, so you’ve basically got 198 days to show up, you’ve got 198 days to build trust with your audience, you’ve got 198 opportunities to be able to share your thought leadership, your expertise, you know who you are, what you do, and how you help people, and you have 198 opportunities to grow your brand, so that’s massive, and think about the expansion of your business if you take on board these 10 things that I’m going to share with you between now and you are consistent until the end of the year.

Now that’s not consistency is huge, and so for the past eight years I’ve been so consistent, really based on what has happened in my life, really consistent all the time across sharing my zone of genius, my thought leadership, everything in and around how I can help people, and so you know that’s a long time. So, if you think, oh, two weeks in, like this is really hard, that means to me that you just need to build a little bit more discipline and ask yourself, what really matters to you.

Why do you even have this business in the first place? And so you’ve pretty much got, you’ve got 198 days left until the end of the year. And I don’t know about you, but there’s something about this time of year, those numbers that change perspective and provide a lot of value. Okay, and perspective is everything, and I think there’s so much time left between now and the end of the year for you to be able to create some incredible momentum, and I don’t think it’s too much time, and you don’t have enough time to be able to afford to waste it.

Okay, so when I started thinking about the number, and when I talked about this on my social media, it was 202 days, and I couldn’t really stop thinking about what that actually meant for business owners, and it got me thinking, like, well, there’s so much that you. Can change your whole world around in such a short space of time if you are willing to put in the work, okay? Because nothing comes easily, and I think if you’re not prepared to work for it, then you don’t deserve to have it, pretty much, because I think that that 198 it number now is, it means a lot for you as a business owner, and I don’t think it’s just a number, okay?

It’s an opportunity to build trust, to refine your message, you know, and when you start showing up, you start to realize, well, hang on a minute, what I thought serves me doesn’t serve me anymore, or this is really cool. Why didn’t I do it sooner? And so you showing up creates a bit of noise in and around your world for you to be able to have those reflection moments a lot earlier and a lot faster. So showing up is just the tip of the iceberg. It’s what comes after that that I think creates and provides the real golden nuggets, because then you start to uncover, well, what is it that people really want, what are they paying attention to, and the data is everything.
=Okay, so by showing up consistently, I think you have enough data to be able to then step back and analyze, okay, what’s working, what’s not working, what should I be doing more of, what should I be doing less of. You know, just because it feels good for you, I think doesn’t mean that it’s necessarily going to resonate with your audience and your ideal client.

So, I think you’ve got all these opportunities to build trust to refine your message, refine your offers, and refine becoming known for what it is that you do, and so you know, I’ve been building this business for a long time, but I’ve been building businesses for more than 15 years now, you know, a fashion label, a candle, a business, and I have learned so much along the way, and I’ve definitely, like, learned the hard way with so many things, and that’s because I mean, I just strayed into it, I, you know, didn’t really think before I did anything, when it came to being so young and growing a business, and I think that’s the one thing that held me in good stead, and you know, this business, and I’m building my personal brand, and I think that the one thing that I know through all of those different things and businesses and over the years is the small actions that are repeated consistently create really big extraordinary results, and it’s a beautiful thing.

And today I wanted to share with you exactly what I would do if I was growing my business between now and the 31st of December, so there’s 10 things, okay, so and it, you’re like, yeah, yeah, I want to have, I want to have all those things, I want to be able to increase my opportunities, increase my networks, increase my brand awareness, increase my presence, increase my trust, and everything, but what I’m about to share with you, it’s not the easiest thing to do, but it will get you the best results. So, my computer keeps playing up at the moment, so my, my, or my visual and my audio keeps tapping out, and it’s really throwing me.

But at least I know what I want to say, so just bear with me. It’s so frustrating. I don’t know what’s glitchy, what is glitchy, and what is happening here. Anyway, so let’s carry on. I’m actually going to have a drink of water, but it’s just a little bit techy today, which is kind of frustrating, and it’s a bit cold. I don’t know whether it’s the cold that does it, but the first thing that I want you to do, move one right, move one in your chessboard, is to create one new piece of content every single day. Now, I don’t want you to create a masterpiece, I’m not asking you to do that, so don’t panic. I just want you to show up, okay?

I want you to show up in a really strategic way that is not spaghetti at the wall, and my computer keeps playing up, which is so frustrating, but I’m going to keep going. So, I want you to create a new piece of content every day, alright? And I think it’s important because you will give yourself another opportunity, okay, for somebody to discover you, for somebody new to discover you, and you know, I’ve had things happen, even in the last week, that have come around the corner out of left field that I would never ever have expected to land in my inbox, okay, or. Or you know, land in my DMs, it’s crazy.

There’s actually been three things I’ve been thinking of specifically in the last seven days, and I’m, I guarantee you, it is because I have been consistent and I have been showing up, and I am able to do that every single day because I have a strategy. Okay, because you know when you are showing up, you are consistently sharing your thought leadership and your expertise with people with you, don’t even know who’s watching you, and you know a lot of people that have reached out to me, especially through LinkedIn, they don’t engage with my content, they they stalk from afar and then they pounce, or they land in your messages, and that’s a beautiful thing.

You never ever.. I’ve been given so many opportunities this way through just being consistent, being consistent. You think nobody’s paying attention, they are. I guarantee you, they are, and you will never know until somebody around the corner taps you on the shoulder for something, and that consistently happens to me, and I know that is the reason, because I keep showing up. Okay, there is a work ethic behind that. Okay, so if you’re doing that for yourself, imagine what people think of how you could help them. Okay, so I think that showing up every single day with one piece of content gives another opportunity for a new person to discover who you are and what you do and how you can help them.

Okay, and you know, if people don’t know that you exist, then how can they experience you, and how can you change their life? You can’t, because you can’t be discovered, because you’re not putting yourself out there enough. Visibility matters. Okay, the next one I want to share with you is I want you to start talking about your business every day. Talk about it everywhere, talk about it to your hairdresser, talk about it to the person that makes your coffee. Okay, talk about it at networking events, obviously. Duh, talk about it on the side of the sports field, talk about it at the AFL game, talk about it in client conversations, talk about it, talk about it, talk about it. You know, business grows through relationships, and some of the biggest opportunities in my career have come from conversations that I never expected ever in a million years. Okay, so you know, when I had my fashion label, a trade fair led to international clients.

Okay, so if you know my founder story, when I had my candle business, I would go to Melbourne, Sydney, and do trade fairs, and that was not my full-time job. Okay, so that was my side hustle. So, when I would go there, you know, I was taking time off of my full-time job and going to hustle on my hustle job, and you know, at trade fairs, you know, you are next to the same person or the same business for the whole week, what do you do? I work in marketing, you know. I really like you. Can you please help me with my marketing? Because I know you’ve got this candle business, but you said you work in marketing. What about another side hustle, right?

And so that’s what happened. Talk about your business everywhere. I didn’t even have a business, then that was this business. It was through my candle business that this business was born, because I got these international clients on the side of a side business. It sounds so crazy, I know, but you know, a market stall, for example, when I had my fashion label, led to national stockists, it led to manufacturing in China, and it led to a nomination for Emerging Designer of the Year.

I never would have imagined, in my wildest dreams, that that one little three by three market stall would have led me to National Stockest, never, ever, ever, ever, like ever. So I just think if, if I can keep telling you my story and keep reinforcing, you know, all of the awesome things that have kind of happened behind the scenes for me over the years in business, then that will hopefully inspire you to be able to extract a digit, and to be able to show up every day and talk about your business every single day, everywhere, because you never know who is in the room and who, who knows what, who knows who the connections, and you know, don’t expect anything in return.

Lead with a good heart, and great things happen around the corner. Move number three, powerful move number three. Create a lead magnet, just do it. Okay, attention is amazing, it’s great, all the things, but when you own it, it’s heaps more powerful, and by that I mean when you take your audience that is cold, that is. Social media away from those platforms that you don’t own and into your own world, which is your database, your CRM. Okay, and that’s why I say ownership is powerful. So, when you create that lead magnet, you give yourself an opportunity to build your own audience, and say that with so much love, and I say that with, you know, what would happen if you build a business that big that you needed to have an exit strategy.

Okay, and the buyer wants to have a really healthy database. Okay, and then that all of a sudden a healthy database gives you an extra zero on your sale price as your exit strategy or your retirement strategy, or whatever that looks like. It’s mind-blowing to me, the amount of businesses that I work with that do not have a database, or do have a database, don’t nurture it and don’t grow it. I’m just saying, oh my god, like explosive, explosive, and when I put it like that, they’re like, oh yeah, you make a really good point. What if we did want to sell the business? Uh, duh, that’s what this is all about. Okay, so create a lead magnet this week and start using it, and then at least you’ll have something to send ads to. Okay, because once you exhaust your current cold audience, you need to start paying to reach new audiences, and that’s what this is all about.

Okay, so the lead magnet will give people away – it’s lead magnet, it’s a freebie, it’s a free download, whatever you want to call it, it’s free, but it gives you a way to stay connected with people, because they need to give you their name and email in exchange for this lead magnet, long after they leave your website or Instagram. Okay, so create something like a checklist, a guide, a free resource, a framework. I don’t know, build your own audience, though. Okay, so what works for you to be able to build an audience that you own? Okay, because relationships built over time become one of the greatest assets in your business and I hand on heart know this to be a fact, I’ve done this time and time again.

Okay, so you know, create that lead magnet, think about what it is that you might want to say, okay, and then just simply do it. It does not have to be War and Peace, alright? You just have to get it out there, because then you can. Once you get it out there, you can test, test, and measure, okay? You get to take the test, okay? Maybe that heading isn’t doing so well. What if I tweak the title right? Because I know what’s in there is really, really good.

So, you, you’re not going to be able to know if something works unless you test and measure, test and measure, delete, redo all the things. Okay, but it is a powerful way to be able to keep your audience’s attention outside of social media. All right. The next one I want to talk about is to spend 15 minutes every day engaging. Okay, and I called this out on my socials, but it’s called social media for a reason, all right, because it is designed for you to be social.

Sorry to call the spade a spade, but it is true. Social media is meant to be social. I’m going to need a drink, and there’s a reason that I’ve been so consistent with this podcast, is because when I need a drink, I need a drink, and I’m not going to edit that out, because I’m real, this is real, and I don’t have time to edit it out, I just want to give you the good stuff, so that you can start to hopefully create and activate what I am telling you.

Okay, so create that lead magnet. Spend 15 minutes every day being social. Okay, so replying to comments, answering messages, celebrating other people being social. Okay, building relationships, and we all know the ick that you feel when somebody lands in your inbox and says something really random, but they don’t follow you, and you know that they’re just in it for themselves, for a follow, or whatever, you know, looking for them, looking for you, or poaching you to join their program, and they start a really meaningless conversation with you, that’s not what I’m talking about. I’m talking about beautiful social conversations.

Think about the way that you interact. I’m not sick or anything so think about the way that you would interact at um. And a community event, a sports game, a.. I don’t know.. in the sauna with a stranger. Okay, that is the way you need to kindly interact on your social media, and you get that right. Okay, you get that genuineness.. genuine note, that’s not a word you get being genuine right. You land that you are so genuine, that is so well received by the recipient, whoever it is that you’re talking to. Okay, it might start with replying to a story, okay, but bit in a very genuine way, might start with following the like it’s just be social, but nice. Okay, because the world is starting to lack that human element more and more and more, and it is disgusting. And when you are truly you, you are unique in your own way. You are being genuine, and you are genuinely, genuinely sharing what you know.

That is the most refreshing thing that you can do, and people are genuinely shocked by it now, because the humanness is like going, and it sucks what I’m saying, and it’s disgusting, and it’s like AI is so blur and boring, and I think that those people that have a beautiful strategy sorted, that are genuine, that know their shit, okay, will be the ones that rise to the top every single time, okay? So spend 15 minutes every day engaging, and they’re the reasons why businesses are built on relationships. They always have been, and they always will be.
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So, if you think that robot is going to replace that, think again. It’s going to shave a shitload of time off of your week when you use it properly. However, it will never replace humans. Okay, the next thing I want you to do is study great brands. Okay, success leaves clues. You would have.. I’m not the first person to say that, and I surely won’t be the last, but it does. Okay, so pay attention to the businesses and the brands that you admire, and ask yourself, what makes them amazing? Okay, why is their message so clear? How are they doing that?

How are they like luring me in? And how, why am I loving this so much? Why are they different? Why do I feel like I can trust them? Okay, and what, what stories do they tell repeatedly, and it’s, it’s always very when it comes across when brands you love engage you in a way that you don’t feel like you’re being sold to. When you ask yourself these questions about those brands, it’s actually very hard for you to answer, because you just love the shit out of them so much. So, I want you to take a step back and think about these things, and think, you know, what. How is it that their message is so clear? They do this brilliantly, and how are they doing it so brilliantly? How do I trust them so much? How are they communicating trust?

Okay, and what are the stories here that they’re telling repeatedly in different ways, so I’m sure that the brands that you love have maybe a few different target demographics, and just think about, would they tell this, they have a story. Okay, however, if they were standing in front of a bunch of year 12 students, their same story would be told in a different way. If they were standing in front of a bunch of entrepreneurs and business owners, the story would be the same fundamentally, but it would be delivered differently.

Okay, if they were standing in front of a room full of lawyers, okay, the story would be the same, but it is delivered differently. But what story is the underlying story and the foundation? Okay, and how are they telling it repeatedly, but in different ways? Okay, so you know, early on in my career, I’ve worked with global brands like Jack Daniels, Southern Comfort, Chambord, Vodka, Tequila, like really premium businesses, and I think the strongest brands always had one thing in common: clarity. Okay, people instantly understood who they were and what they stood for every day of the week. Okay, and your business deserves the same. It’s not just restricted or reserved for global brands.

We can all do it. Yes, global brands have helped. Yes, they have, you know, the big creatives on their side, but you know your brand through and through. You okay, so it’s your job to create that clarity, so that your audience can understand what it is that you do, and how you can help them, because if you take a few steps back, if you’re not clear on who you are and what you do, how can you expect the person that is engaging with you on the other end of the phone or in the other, in your emails, to be clear, does that make sense?

And if you’re constantly evolving, you haven’t refreshed who you are and what you do, then that needs work as well. Number six, I want you to capture one idea every day. Okay, one new idea every day, and by the end of the year, you have 198 new ideas. How freaking cool is that? Okay, success leaves clues. Okay, and I think that, not, I think I know that content creation and content becomes so much easier when you actually stop wasting time and waiting for inspiration and start really documenting what you’re observing. Okay, one idea every day, you have 198 new ideas. Okay, and your clients, they’re giving you new ideas for content every day, so why don’t you start putting pen to paper. They’re asking you questions all the time.

Okay, they’re breaking through with what you are helping them with all the time, and I’m sure there’s patterns that you notice throughout your day. Okay, what comes up over and over and over, your expertise is already there. I think you just need to be able to start capturing it and getting in that routine to be able to put pen to paper and go, “Yep, there’s my idea for today. It’s just one idea, and I bet you, when you start going down this juggernaut, that you have like 10 ideas a day, but you need to be able to have the discipline to be able to stop and think and write it down, okay. The next one is practice speaking every day. I think communication is hands down one of the most fundamentally valuable skills that a founder can be built, okay.

So the arms, the R’s, being able to articulate yourself well comes from practice. Anyway, so communication, right? So sharing your thoughts, feelings, observations, explaining a concept, telling a story, whatever it is, just communicate, record yourself, go live. There’s plenty of different ways. For me, it’s this podcast. We’re on episode 207 and I will tell you hand on heart that the first 50 episodes were the hardest, the scariest, I needed a full script, and now no, and I rarely say any ums and ahs, and I think it’s pretty natural to do so.

So I’m not going to be like, “don’t do that at all, but don’t be so hard on yourself, and practice makes perfect, and you’re probably thinking it’s easy for you to say, “you seem really confident, and blah blah blah, that’s not the case, because I started this podcast, podcast, podcast, shitting my pants. I didn’t know what I was doing, and when I started it, I interviewed some of the biggest guests on there, who had like lots of numbers racked up on their podcast, not like me. I had five five episodes I was planning to launch with, and now I’m like, I could do anything, I could stand on my head and do this. So, I think practice makes perfect, and practice speaking creates one of the strongest attributes you can give yourself and hold yourself to.

Okay, so I think that the clearest communicators are the people that can connect with other people very clearly, and it builds confidence. Okay, and confidence grows through repetition, and the opportunities that lie on the other side of you consistently showing up and being confident and being able to communicate yourself are humongous, okay, massive. I can’t even tell you. I just wish that I could somehow bottle my enthusiasm, and I told you so’s into the podcast and over to you to be able to crown yourself with that and just get a move on because it is communication that is one of the most valuable skills that a founder can have. Okay, so get working on that. The next one is point eight and it is to learn how to use AI.

It is changing the way. That we work, I use it every single day in my business, and I hands down tell you right now that I could not run a successful business like this that is growing every week. Have three small humans. Okay, let’s paint that picture. My, my youngest child is 22 months, I say 22 months, because I’m.. I don’t want to say he’s almost two, it’s my baby, but yeah, he’ll be two soon, two, four, and five, they’re small, okay? And they’re very active, and I have boys, and so AI is changing the way that we work. I could not do it without it, and I’m leaning in. I use it every day, and it is not replacing my expertise. It is amplifying everything I do and making it 10 times better, because I already crown myself with my knowledge, my expertise, and my thought leadership.

I know what I’m doing. I got my degree before social media even existed, my marketing degree, and I’ve had to think outside the box without the internet and without the help of AI for years and years and years and years and years. So I’m very clever with my questions. Okay, it creates efficiency, it amplifies your amazingness and zone of genius. It saves so much time, and it’s helped me move at the speed of light and I am god damn so grateful for it. Okay, so learn how to use it, because the future belongs to businesses that can combine their expertise.

You combine your expertise with very smart systems, and honestly, I feel so much lighter by the month. I’m loving it. The ninth point I want to make is to refine your message every single month. Okay, can your audience, okay, can your best client, for example, answer these few things very quickly? Who do you help? What problem do you solve, and what transformation do you provide? Okay, and I have built a framework around this called MAPS. It is something that I have created, and that is an acronym that stands for Market Audience Problem Solution. Okay, so can your best client answer that?

If your message isn’t clear, your audience has to wait for what you are thinking so struggling right now and nothing is landing, it’s because you’re not doing it right. Okay, it’s very, very easy once you know how. Okay, people buy from people, and people buy through storytelling. Trust, okay? Trust is everything every single time.

The last point I want to make is to back yourself publicly. Okay, share your story. People love a great founder story, you know mine. Okay, share it again, again, again, and again. Share your perspective, because you are unique to you. There is nobody else like you. Okay, there are 1000 billion ways to say so. There’s no unique message. There’s 1000 billion messages, but there are unique messengers. Okay, so your story, your perspective, your expertise, you are the unique messenger. People might vibe with me, for example, and not somebody else that does exactly the same thing that I do, because they’re just not on the same wavelength, and that’s cool. I am a unique messenger.

There’s no unique message. Messages have been around for like 1000s and 1000s of years. Okay, that doesn’t count, but the messenger counts. Okay, and I think that if you want to become known for what you do, okay, if you want to create visibility around the incredible work that you are doing, you need to be backing yourself publicly again and again and again and again, and that means sharing your expertise, who you are, what you do, sharing your perspective, sharing your story over and over again. That’s what backing yourself publicly is. Okay, and visibility creates opportunities all year round. You don’t need to wait for permission for this.

You don’t need to wait until everything is perfect. You don’t need to wait until somebody comes knocking on your door and goes, you’re now ready, you can crown yourself now, because I said so. No, you’re the one that has to do that yourself. Okay, you simply need to start and believe in yourself that you are worthy of that thing, whatever it is, and that starts with back. Yourself publicly. Okay, you’re the one that’s going to put that crown on your head and go, you know what? Yes, I am an expert in what I do. I am a brand strategist. It is what I do, and I am damn great at it. Okay, and I help health brands to be able to grow, expand.

Okay, that’s what I do, that’s my thing. I’m bloody good at it. Okay, you just need to begin the next 198 days, could change everything for your business. And imagine where you could be by the end of December. Imagine having clear messaging, stronger positioning, better visibility, a shit load of trust with your audience, lovely. Okay, and more aligned clients, that’s beautiful. So, I think it starts with one small action repeated consistently.

Write those 10 things down. Go over to the show notes, have a look, look at on YouTube, have a look at me wearing my beautiful cool blazer today. It has the sharpest shoulder pads I’ve ever seen. It is like a top color, and it’s got beautiful big buttons. I don’t know if you can see here, so these buttons I changed the buttons on this suit jacket, and these buttons used to be my grandmother’s, and I love it so much. So, the next 198 days are coming, regardless. The sun goes up, and it comes down every single day, whether we like it or not.

The question is, what are you going to do with them, and what are you going to build with them every single day, and if you’re ready to create, refine, refine your positioning, create clarity, and build a strategy that supports where you are going next. That is exactly what we do inside my VIP days. Okay, because when your brand is clear, everything changes. Clarity strategy equals growth, and that is all, my friends. I will catch you for another episode of The Hayley Osborne Show next week. Bye for now.

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