Episodes

[00:00 – 02:30] Setting the scene: back to marketing basics beyond AI and algorithms.

[02:30 – 06:00] Decide exactly what you want to be known for and filter everything through it.

[06:00 – 10:00] Fix the first 10 seconds so anyone instantly knows who you are and how you help.

[10:00 – 13:30] Stop reinventing your message; repeat your core story, name, and positioning.

[13:30 – 17:00] Put more of you in your marketing—story, opinions, frameworks, and boundaries.

[17:00 – 19:30] Make it stupid-easy to buy from you with clear offers and a simple next step.

[19:30 – End] Recap, full-picture brand check, and Instagram “10-second first impression” homework.

Hayley, and I’m your host, and I am your business strategist. I am the founder of this business. I’m a mum of three, and I’m someone who’s really passionate about helping health brands build businesses that they are genuinely proud of, that you are genuinely proud of, and today I am going back to basics because if I had to fix your personal brand right now, this is where I would start, and this is where I want you to start.

Because over the last few weeks on the podcast, we’ve gone pretty deep, and we’ve talked about you know if you haven’t listened, go back and have a listen, but you know your business. We’ve talked about it outgrowing the version that built it. We’ve talked about your customer not knowing your story yet.

We’ve talked about what happens after somebody buys from you. We’ve talked about AI and why your marketing needs to sound like you. And I’m so sick of hearing everything about AI.

Like very sick of it, and I want you to know that you know it takes more than that. Okay, and I last week I specifically talked about the difference between being visible and being actually known. So today I want to bring it back down to earth, all of it, and I want to talk marketing because that’s what I’m good at, like proper marketing.

Because I think sometimes we get really caught up in the algorithms and fancy this and that, reels, AI, blah blah, funnels, whatever shiny shit that’s happening. Everyone that everyone is talking about right now, and I think we forget about the fundamentals, and it really shits me off because they still bloody matter. So I thought that I would approach today’s episode in a way as if you came to me and said, “Hayley, look at my brand.

Look at my personal brand. Where would you start? Okay, let’s get practical because I mean, being practical is what requires you to grow your business, nurture your business, scale your business, and make money in your business.

Practical things win and make money. Okay, so what would I look at first? What would I change?

What would I want to know? And I think the things that could actually make your marketing like a lot stronger without you suddenly needing to post seven days a week and start another platform or create another 400 pieces of content. I’ve narrowed it down to five, and also if you are watching this on YouTube, I have a brand new bright yellow like spray jacket.

It’s cropped. It’s got a hood. It’s got a like beautiful silver zip with long white trimming and a beautiful-it’s Oraton.

It’s so nice. I saw it and I had to have it. Anyway, we digress, but it’s so on brand, and so I’m wearing it for the first time today, and I am pumped.

However, okay, so I’ve narrowed it down. We digress. I love a good digress, but I need to paint the picture for you that that’s part of my brand.

This color, this bright, beautiful, almost neon yellow fluoro yellow. It’s not like a butter. It’s like a fluoro, and it’s a standout piece.

I love this color, and I’ve like morphing into it. I love it. Anyway, here we go.

Okay, so five things I’ve I’ve thought about it, and you know, I want you to listen to these things through the lens of your own business and how you would do it for you. So the first one is get really clear on what you want to be known for. This is grassroots, deep stuff.

All right. So before we talk about social media, before we talk about your website, before we talk about the content pillars, and before any of your Canva templates that you set up, and all the things that you need to do to get everything’s moving, what do you want your name to be associated with?

Because if you don’t know, how on earth is your audience supposed to know? You know, is it being trustworthy? Is it quality?

Is it, you know, expert advice on X, Y, and Z is it nurturing? Like, what do you want it? What do you want your name to be associated with?

A great person. You should work with her. She is amazing at what she does.

Amazing. Like, what do you want it? Because I think if you don’t know, and this is something I’m really obsessed with in my own business.

Like, how’s ever anyone else going to know? You know, I want my my business to be known for business strategy, health brands, marketing, personal brands, and building really good businesses that are in it for the long haul.

Now I know that my business has been in it for the long haul. We’re going on eight years. It’s awesome, and this is the you know the territory that I’m planting my flag in in the ground because I think it’s important and I think you need to do that with yourself.

And once you know yours, it becomes really easy, okay? Because then you have a filter that everything goes through, and if it doesn’t match, then it’s out. Should I talk about this?

Should I and I talk about this? No, that doesn’t match with what. Talking about will this build help me build authority for the people that I want to work with?

Because I think the biggest mistakes is you try and do everything, okay, and you probably know heaps. I guarantee it, but your audience doesn’t need to know all the things that you know because that’s just like verbal diarrhea. I can’t believe I said that.

It is, and your entire brain dumped out of its head. Okay, they need clarity. Hayley equals this.

Your name is associated with what? This is the first job that you need to do, and you probably don’t know the answer yet. But write this question down, or put it in your notes, or pause this episode and record it.

But what do I want someone to say about me when I’m not in the room? Okay, that’s personal brand strategy 101. All right. The second one is fix the first 10 seconds.

So go have a look at your business like no one’s ever seen it before. Open up all the places that you are, what happens in the first 10 seconds? Can I see your face?

Do I know your name? Do I know how you help people? Can I understand easily what you do?

And why should I care? And what’s in it for me? Absolutely, 100% hands down.

What is in it for me? It’s not about you. It’s about how you can help me.

That’s what I’m looking for. So when you land on my website, it’s not about me. It’s about how I can help you because we’re all in it for ourselves, and we all want a problem fixed.

Okay, we want a solution for the problem that we have. We’re scanning. We don’t care about like what university degree you have, we care about how how you can help me.

All right, even on your about section, I want to know about you so that you can help me. I don’t really care about you. That that came out really mean, but do you know what I’m saying?

I find that that’s the hardest one to write. Is write this about write your about section in a way that yes, it’s about you, but it’s about you helping me. Does that make sense?

I know it’s hard. Your about section should be really clear. Your bio should be clear.

It is how you can help me. That’s it. So it’s you look at mine and everything is like how I can help you.

So hi, I’m Hayley. Right, and then I’ve got my transformation message. Here’s how I can help you.

Button it should be clear, okay? And all of your pinned content, everything like that, should introduce you, who you are, what you do, and how I can help solve your problem. All right, bold messaging, but I need to understand what you do.

Okay, clarity first. All right, be clever last. All right, because clever doesn’t win.

Clever is round and round the merry-go-round, like a teddy bear. I I sing that rhyme to my kids all the time, and they love being tickled. Anyway, but if there’s one thing that’s going to make you remember, maybe it’s that.

So be clear first, and be clever second, because clarity always wins.

Even if it sounds very simple, when you sound convoluted, your your client that is looking to buy from you also will be confused about who you are and what you do. Okay, number three, stop reinventing your message every single week. This one’s massive.

Okay, because the brands that repeat themselves, in my opinion, are the strongest over and over and over again. Okay, their ideas, their beliefs, their mission, their vision, and all of the rest-they are the strongest. Okay, and they always repeat the problem that they solve, and that’s okay because we’re served.

And I say this all the time: we’re served with hundreds of marketing messages every day. Okay, so don’t think that you’ve already said it because you may have, but the person that you’re trying to say it to may may have missed it that day. Okay, or you know may not have understood it clearly, so keep repeating yourself.

Okay, that’s where the strongest brands happen, even the strongest personal brands. Say it again. Most people don’t see it, or they they forget that they saw it.

All right, you need to be familiar in the way that you approach your audience, and you know it is it is a big ask to post seven days a week, so don’t think that you are going on and on and on and on. Always reintroduce yourself. Always write your name.

You know, I can’t tell you the amount of times that I have. Everyone that follows me on Instagram, I go and look at their their page, and the amount of times that I have gone on someone’s social media, and I can’t find for the life of me what their name is. Go to their website.

It’s not an easy task because I like to address people by their name, and I’m just like, are you for real right now? Like I don’t even know what your name is. Your face is everywhere, but it’s like an assumption that people should just know it’s not.

Okay, if especially if you’re. Instagram name is something different, like marketing queen, you know. And then the top section is something different, like your actual name.

So, what is your account name versus the name? It’s something different again. So, it’s I help you to lose 30 kilos in you know 12 months, whatever it is.

But what’s your name? Okay, and I think every post, every email, every podcast that that are you need to keep reinforcing this. So notice how at the beginning of every podcast I say who I am and what I do.

I’m Hayley. I’m your business strategist. I’m a founder, I’m a mum of three, and I’m someone who’s really passionate about helping health brands build businesses that they’re genuinely proud of.

You’ll notice that I say that all the time. To just reinforce a message, what if someone’s listening to me for the first time and they don’t know who I am? All right, which is really important.

I think it’s like don’t reinvent yourself. Sing it to till the clouds come home over and over and again, over and over, over and over again. Okay, you don’t need 52 messages for 52 weeks of the year that are very different.

Okay, you need good ones that you become really well known for. All right. Number four is put more of you in your marketing, please.

And this is where personal brands get really interesting right now because I said I said this before. I said this last week. I say it all the time.

Information is cheap. Okay. AI can give you 10 marketing tips.

Google can explain in a heartbeat what a calorie deficit is. Calorie deficit day, all right. And YouTube can teach somebody something in a hot minute.

Information is literally everywhere, and it’s good, and it’s also bad because some informatio

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