Today we’re talking to Heather Havenwood, one of the most remarkable female marketers. She’s the CEO of Havenwood Worldwide, author of Sexy Boss: how the empowerment of women is changing the rule book for sex, money, and success. She’s going to talk about using the importance of using Linked in, opposed to Facebook or Google, for your business in regards to search-ability. She’s also going to be talking about targeting that particular market that you want to bring into your business, including generating some sort of opt-in or lead capture on your website. Lastly, she’ll be talking about creating a signature product for your practice is really going to help people find you, talk about you, and then you can sell all of your other services once you get them in the door.
What I Asked Heather:
- What exactly is email marketing and what’s the objective?
- How often should someone be emailing their list?
- Should people send their list free content? If so, how much?
- How do you deal with people unsubscribing from you list.
- What should healthcare practitioners be adding to their emails?
[tweet_box design=”default”]”People love you, they come back for you. Continue your relationship with your customers with consistent communication.” – Heather Havenwood[/tweet_box]
What You’ll Learn From This Episode:
- Why you should focus on the customers you already have.
- What Heather believes most people are missing from their email marketing.
- Why it’s never 100% clear when people will want to buy.
- The power of using affiliate links when sending your lists emails.
- How important using LinkedIn is for SEO.
[tweet_box design=”default”]”There’s always a name behind a business, people want to know who they’re working with.” – Heather Havenwood[/tweet_box]
How to Connect with Heather:
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Hey Guys! Oh My Goodness! The guest we have on this show which is, in case you forgot The Profitable Practice Podcast, is Heather Havenwood. She is in the States and she is like just one of the most amazing female marketers that I had the pleasure of speaking to today. She is going to talk to us about the importance of using LinkedIn, not Facebook or Google for your business with regards to searchability. She is going to be talking about targeting the particular target market that you want to bring into the business, that also includes generating some sort of an opt-in or lead capture on your website to get people unto your list and she is also going to talk about how creating a signature product for your practice is really going to help people find you, talk about you, and then, of course, you can sell all of the other resources once you get them in the door. So, before we move forward I just want to let you know that this Podcast is being sponsored by my, 100% completely done for you 7-day detox program that can be found on the website, in the resources section or going straight to https://www.maximizedbusiness.ca/7daydetoxprogram/. This is something I have implemented in my practice. Almost every single new patient goes through it and this is probably the most sought after in the most repeated program that I offer in my practice. So, without further ado let us get started with Heather!
[1:41] – Andrea Maxim: Alright, Everyone! Let us welcome to the show Heather Havenwood, CEO of Havenwood Worldwide and Chief Sexy Boss. She’s also the author of two books, but my favorite one being Sexy Boss; ‘How the empowerment of women is changing the rule book for sex, money, and success’. Alright, Heather, you’ve got to give us your story because you are just killing it!
[2:08] – Heather Havenwood: Thank you for having me. I really appreciate your time, absolutely, you know I wrote the book a couple of years ago; The Sexy Boss, mainly because I had built up my business in 2005 and I hit rock bottom actually I went to bankruptcy and closure, something happened with the business and “boom!” it kind of exploded. So I call it my story from bankruptcy, the journey of rebuilding myself and the business at the same time, it was like entrepreneurship. Wouldn’t we rebuild ourselves and our business; it was like the journey what I call from bankruptcy the sexy boss. And I call who I am now is the sexy boss, and what that means for me is that it is like the elements of two pieces: Being the boss of your life like owning all the areas of your life, owning who you are, owning what you want, owning what it is you are going after and your intention. A piece of sexiness to me is like when someone is confident in whom they are whether going, that is kind of sexy. So it is that element of both pieces and I think of a female specifically, I feel that there is an element we call the woman who is confident sometimes, a witch that starts with a ‘B’ versus what I call ‘Charismatic’. Men walk in the room and these good looking charismatic Man when a woman does that we call that a witch. I felt like I needed to create a new name for that.
[3:41] – Andrea Maxim: Which I absolutely love and I have actually been seeing a lot of people start to transform their titles after their name, two things like that because we are more getting into a business wherein we want to relate to the person, it is not about the letters after your name anymore it is not just about how many degrees you had, it is more of ‘How can I relate to you, how can we build trust, and how can we work from there’. Don’t you agree?
[4:08] – Heather Havenwood: Yes, branding oneself and nowadays an entrepreneur, even big company entrepreneurs, we still want to know who is behind it, the days which we are not sure; These are the services that no longer work for us. We want to know and I am looking for the ‘about us’ and this did not have a person’s name at all, didn’t have a CEO, The founder, I mean I’m not interested they came and put “Hi! This is the team, one of us, two of us, three of us.” I was like; I don’t even want to do business with you, because I do business with people, and not with businesses necessarily anymore. Absolutely, I think the brand is a very key piece of that.
[4:55] – Andrea Maxim: And I kind of agree with that to the point wherein business cards, we know as a business owner the first thing that we are told to do is create business cards and I can’t believe how many people aren’t putting their face on their business card and it is shocking especially in the Naturopathic Industry, there is a ton of Naturopaths but what stands you out. It is usually people who want to see who they are going to deal with and you can build almost a slight relationship just by the face too. So there are so many aspects of the business that people are just forgetting and it is so fundamental nowadays
[5:31] – Heather Havenwood: You know I was a coach for small businesses and big businesses. My last client had 1 to 3 Million Dollar businesses but last year I took a client an Acupuncturist, I worked with him a lot on overcoming a few things. The first one was selling his services as a big one I think with the Naturopaths, because they are people that are born where I couldn’t touch spirituality and so overcoming of asking people for money, the fear of that sometimes is it kind of feels like heightened, because they want to be able to serve, to heal, they want to be able to help their healers. So I worked with him a lot and one of the things that I worked with him on the first piece is consistent communication with his customer base via Email Marketing and one of the things we worked on with him is his brand, he kept trying to put the intention on the service and that’s on him. I really had him focused on people coming back to you, they love you, they have already come to you, they’ve already exchanged at least one with you therefore they are a current customer. So you want to continue the relationship with them as the healer that you are, what they love about you, and you constantly give them that information. And now he is open in two locations, one is in Austin because of that. Now he is doing events and seminars locally on one to expand to a potential third location now. Because the people are starting doing business with him, as an acupuncturist and a healer, I am very happy that he is expanding his business but the piece that he had to get over was that; he was the one that people went into for other kinds of advice. Some Spiritual advice, Nutritional advice, not just Acupuncture. They look to him for other sources; he became a source of that kind of information.
[7:37] – Andrea Maxim: Now just a quick setback for those people that may not necessarily, you know we all hear about E-Newsletters, you may hear about free sources like Mailchimp and such. If you could give us a blanket idea of what exactly Email marketing is and what’s the objective of Email marketing, just so we can kind of get the foundation of before we continue.
[7:58] – Heather Havenwood: That’s great he asked the same question and I actually worked with my boyfriend, he’s a chiropractor. So I work with both of them in their Email marketing. The few intentions of Email marketing: First, it is what I call keeping in front with your current customer. If they’re on your list they must be slightly already giving a range of money, therefore they are moved in front of a prospect to an actual customer, that’s a key piece in the relationship of selling in the market. They are now in a world; they are giving you money, that’s the distinction. So now they’ve already trusted you enough to give you money, your focus now is to build on that rapport you’ve already created. Some business owners focus on what I call “The New Blood”. You’ll make more money by focusing on the current blood that is already there if that makes any sense. And is being able to communicate with them over and over again and bring them back into your business for other services. That could be an affiliate, I talk a lot with the affiliate marketing on how they can use their credibility with them as kind of the ‘go-to’ and resources or affiliate marketing. Talking about other people’s products that you make a commission on, green and other white label products that you can make a commission on, leveraging that current customer, leveraging your time as well. So that’s what I help them focus on, how they can communicate with the current customer in such a way that they are offering other services. A lot of people focus on content and I agree with that to the point that I also told my client, I said “You’re not allowed to sell; you’re not allowed to push that button of sending an Email, without asking them for money”. That was hard for him but he did it, he’s always offering opportunities to do business with him on some level. It could be “Hey check this out! This is something you like that I bought too.” Or “Here’s my new service, here’s an opportunity to get my services.” But he is not allowed to send that out without asking for some money in that Email.
[9:56] – Andrea Maxim: Now, I have a number of different kinds of of-shoots for this. And I think this is such a phenomenal thing for us to be talking about because this is a huge sign for health care practitioners, it is exactly what you said in the beginning. We graduate for all about; “How I can serve, how can I help the most people, how can I do this and that?” and we always forget about “Oh! We have bills to pay!” we have to pay rent for our space, we have to take care of ourselves as well. And I have spoken to Naturopathic students and they have always been like “Wow, what about the people that can afford our services?” and I always tell them “Well, if you’re in a position where you don’t have to worry about your rates anymore. Then you can start giving back to those ‘do more community service, do more donation’ but you always have to make sure that you’re taking care of your bottom line as well. And so what I wanted to ask first and foremost is, when I listen to other Email marketers, they usually say few things. The first question I have for you is how often, because that is always a big hang up and I can tell you most Naturopaths are pretty much sticking to the once a month ‘I don’t want to bother my people too much’. What would you say as a comfortable number of Emails you send out to your list every week?
[11:11] – Heather Havenwood: Well, that’s a great question! It depends on the business because I am in the multiple businesses online, one of my businesses is I send out two or three a day to the same list. So I’m explaining to you why the philosophy here on both versions, now with the Acupuncturist my goal with him was just to get once a month. That took a while it took him a while to get through that, once a month was massive and exploded his business. So I think that it depends on the person, the chiropractor and the other people I work with, I do it once a week, the other way, I do it every other day. So it just depends on where the cycle is with the business. So here is the philosophy: if you turn on the TV any time of the day, is there an hour of the day that they are not giving you commercials? No, unless you’re paying for a cable like the HBO, but again you’re paying for it so of course, they are not giving you commercials. They are still going to give you 2 hours or so. But if you turn on into the local station they’re going to give you commercials, why would you never stop giving commercials? What I mean by that is; they’re always going to ask you for money or at least an opportunity for doing business together. You want to keep as much as possible basically, and so for me, I think the local business should do it once a week.
[12:45] – Andrea Maxim: Now the other side of the coin that I have heard is, I love that you said that every Email should be offering something, but I have also heard the way of doing Email marketing is giving free and then you give away something. So what are your thoughts on that?
[13:02] – Heather Havenwood: That’s because you’re assuming that they’re going to be watching all those Emails. You assume that they are going to open all of those, and that’s not how we do as human beings. Go back to TV, they’re constantly giving us messages of commercials because they don’t know when you’re tuning in. They have demographics on what you see in the morning, what you see in the noon, what you see at 3 O’clock, you see Eleanor Oprah. What you see at 7 O’clock, you have seen the news, what do you see at 12 O’clock, entertainment. So we, as human beings are a patterned threat today, that’s what we do if not, they are going to be changing all over the place. So you want to mirror that and adding entertainment is awesome, adding news is great and then adding the commercial. You can do all three of those over one News-letter, but you always want to give the opportunity.
[14:08] – Andrea Maxim: Now how do you get over the mindset of people who hit that unsubscribe button? Because that hurts when you are just starting out.
[14:16] – Heather Havenwood: I get that completely, here’s what I say to that it’s funny I used to have the unsubscribe notification on and I quickly turn that off because what I learn is if they are unsubscribing, they’re no longer your market. So just let it go and focus on the people that subscribed, don’t go chase the one that unsubscribed from you, focus on the people that are still there, and still talking to you. The other thing that I loved to do is I’ll ask some kind of question in there like “Hey! Tell me what you think” and I’ll give an option like “Would you lose 2, 5, 10 pounds or more than 20? Or do you want to feel slim sexy?” you know whatever, give them some kind of a multiple choice and then make them respond to the Email like they press reply and then they say something. There are two reasons that it happens; one, you’re creating a conversation and you’re actually kind of like testing your market what they want. The other piece of that actually increases, that actually tells the IP Server that you are relevant that they are actually talking to you and now help you get in their inbox more often. But honestly, I think that the local business wants to communicate like, here’s a good example; my dentist, I have been with him 3 or 4 years at least. And I don’t get anything from him, I get a phone call for two days or four days. I’ll be there every six months. I’m always asking him “Will you please sell me something?” he giggles and he’s like “I don’t know what to sell you”. Try anything like selling me the toothbrush or something because he’s never selling me, I’m sure he’s got specials like whitening, all kinds of fun stuff, cosmetics, kind of interesting things. But he never asks me for the money so I don’t give it to him. And if you’ll be selling me that would be, probably I got my teeth white. He knows that I am a coffee drinker so he should sell me tooth whitening. So the point is that because I didn’t want to buy 6 months ago, maybe I got a bonus on something and now I want to buy it. When we think we know when people want to buy and they’ll just come at us, how it works is we buy when something comes to us, “I want that dress, that’s so cute” did not know you wanted it, now you’re going to buy it that’s how it works.
[16:47] – Andrea Maxim: Pretty much, now I can definitely see that a lot of impulse purchases too right? Like “Oh! That’s such a good idea” but they had the idea otherwise.
[16:56] – Heather Havenwood: Especially with healing, you know I mean this happened the other day, swear I was thinking about how I needed someone to have to masseuse because I really needed to, my lower back was hurting and I needed someone to masseuse. The next day someone’s like “I know someone who’s going to masseuse you!” and if I get an Email from somebody or all the different providers, I never get Emails from any massage therapist ever used. The hint is that they would Email me, like “Hey I got 10 dollars off” “2 for 1” or whatever it is I would apply to buy or found the Email and buy it. But I don’t get that kind of communication from usually what I call healers and I mean that in the most loving way because I got a lot of healers around me in life but I feel like the biggest challenge around them is asking people; are they ready for their service?
[17:57] – Andrea Maxim: And so let us talk about that a little bit with regards to what types of things healthcare practitioners could be offering their Emails, even talking about alternative ways to generate some revenue, whether in its supplements or private labeling of things like that. So I was hoping you could touch us some examples that the listeners would start using.
[18:22] – Heather Havenwood: Private labels are a great one. I mean I love private labeling myself. When I was working with Acupuncture he already had some products that he had his relationships with that he enjoyed. But he wasn’t talking about the products in his News-letter, he walked into his office, he had an appointment and you see all the stuff on the shelf. And I was in his office I’m like “When do you want to talk about this, like take it off your shelf and put it in your hand” He was like “Never”. So I had him literally take one of the products and explain what it does in what I call ‘Layman’s term’. He is the kind of guy that could take the bottle, turn it over and he can actually pronounce the stuff on the back, and he could tell you every single herb and what it does. He’s that kind of guy. And I’m over here like you’re talking Latin to me. So why don’t you just highlight your products, and talk about the result, what’s it for, what is it good for, who can use it? Just talk about the product and it is not his, it’s a wholesale situation. And he did, and he sold some, just like one Email, and so we’re talking about this product on my shelf all the time and using it for, and ‘Boom!’ he sold products. And of course, I asked about the other products then he really just went down the line. So that’s something simple you can do and then the other thing that I had him do is that he is an abet reader like most of us are, and he loved certain books on Amazon, and I said you know you need to probably suggest a book on Amazon. You know it could be about healing or sleeping, one of the big challenges for our clients, sleeping is a big anxiety for him as Acupuncture. And so why don’t you reference a book or two on Amazon and do affiliate link, he did not know this either, that if I reference a book to you on Amazon via a News-letter, you click on it, you may or may not buy that book but if you are on Amazon and you buy anything, I got a commission. You go to Amazon Associates, you create an account it is free, so just you know if I ever send a link on Amazon I get a commission on it. But I seriously never sent anyone any link ever without that little link because it is a cookie. It is funny that you’ll see what people buy like someone bought a toaster I got a commission. The point is you’re just leveraging it, it is just small it’s not thousands of dollars, but it is the leverage ability and the mindset. The other thing he started to do, he had someone contact him and say “Hey you know this new seminar coming on healing would you promote it?” and he would just kind of do it and I said “Did you ask for commission?” he’s like “Can I do that?” and I’m like “Yes you can! That’s your list, your customers; you own that list, you have worked hard for that list, you’d ask for a commission” and so we did. So, anybody who purchased a ticket or whatever it was, he made a little money.
[21:55] – Andrea Maxim: And he’s such alike even with any of the online summits that I do, there’s always that affiliate link and it’s amazing how many people have affiliate links for the stuff that they’re going to buy anyways. And we could make a little money on the back without it being sneaky or anything like that, I mean obviously you can do a full disclosure and say this is my link or if you get a referral please use my name. It’s something that is so simple and you’re offering the information anyway but why not make it like an extra source of revenue for your business.
[22:31] – Heather Havenwood: It is under ‘used ones’ especially for local businesses because they don’t understand it, but honestly, there’s pretty much every private out there has an affiliate link. If they don’t then I would book another business because they’re not thinking either, because honestly as a private owner you have to have that affiliate opportunity. If you are going to refer something to me I want to be able to reward you for that and that’s why Amazon does so well. I just honestly believe you get to think outside the box for a little bit. So that was one thing that Amazon books he did, he made a little money on that, he sort of wanted to take each product to his office and start to actually have one Email about each thing, what it does, and then offer, he always offered it. The other thing that we do in our weightless company, not only do we talk about each product, we also offer free shipping. Now when we do that, we are a local business, what’s interesting is; friends have friends, so friends, moms, husbands, to daughters whatever. And I was in their Email, and then you get a phone call from Minnesota, we got some from Seattle, and they wanted the product. So we sold it to him, people don’t think about that because you don’t know where they live, and they don’t kind of have that opportunity, so why would you offer that in a way that could go expand beyond your local business. Like I live in Austin and I’m very blessed that there are foods next door, I have compound pharmacies down the street but that’s not normal America in North America too. So just think outside the box that just because you’re focusing on a community does not mean you can’t do coaching overseas or outside the technical coaching that people do all the time online and its expansion. But just think outside the box when you’re dealing with affiliates and expanding in leveraging your time.
[24:46] – Andrea Maxim: Well I am just sitting here and thinking about all of the things that I am missing out on, so even I did not think about it from this perspective and I send an Email out every single week which is insane so I am missing out on all of these opportunities.
[25:13] – Heather Havenwood: What’s really cool about Amazon Associates, it links to your Amazon account, so when you’re on your regular Amazon account your personal account logged in and you run around doing stuff. And you come across the book on the upper left-hand side, it was like dropped down as if connected and so it will say “Would you like your Affiliate link?” and you go yes, then you can send it like right in. You can put it on Facebook, you can just kind of get the whole thing on your business page and simple things like that, it’s really powerful.
[25:48] – Andrea Maxim: Absolutely and I’m taking advantage of that literally as soon as we get off this call. Now with regards to our list, I mean some people that are listening are just starting, some are just graduating, some are trying to implement some of these online techniques and build their list and we hear all the time about going to seminars and get the list, use Facebook to grow your list. But the one that I do not personally use at all is LinkedIn, and I know that LinkedIn is starting to get a huge amount of traffic and a lot of people are trying to promote some ads and targeting people on LinkedIn. And I feel like I’m seriously kind of missing out on targeting my perfect patient, and I know this is kind of a big avenue for you. So I’d love for you to kind of go into detail as to how we can use LinkedIn to help to target those patients in our office and grow our list.
[26:45] – Heather Havenwood: So LinkedIn is awesome, here’s why; LinkedIn is Google’s darling. They call it a silicon valley. Let me explain what that means. Facebook is Anti-Google’s darling so every time you post something on Facebook it’s going to be what I call an abyss. You’re posting your News-letter whatever your main area and it just kind of goes down, it just goes into the abyss but when you post on LinkedIn it is Google’s darling, what that means is it is literally on the internet as a CO. Facebook is like its own little world and it’s not like Googlized, LinkedIn is Googlized. So it is being searched so that anytime that you post anything on LinkedIn, it actually has a search component to it, unlike Facebook which is awesome. The other thing especially with healers and people that have a lot of education in their background, my Acupuncturist, when he told me of his education, I was like mind bogged; Chinese Medicine whatever he did. But none of that was on his LinkedIn page and so my boyfriend, he’s a chiropractor, I asked him for the education he’s done, I literally got two pages and I’m like “What in the world?” and none of that was on his LinkedIn. LinkedIn is like your resume. Every single seminar you’ve ever been to, every single education thing you’ve been into online or offline, if you went to India it should be on there because literally it would be like your building block of who you are. And you must place every little piece in there because it shows this mass authority and mass credibility, if you got a mind you go to Heather Havenwood, you’d be back until 1980 in there and it is everything I have ever done. And people would go “Oh My God you’ve done so much!” I mean actually I am pretty normal with what I’ve done. I also put in the kind of community service I’ve ever done and have done from Girls Scouts, Rotary and everything in between, I gave money to anything and I put it on there. Here’s why; because people start to see it plus every time you post, you post to the whole group and my LinkedIn is very large now and so all of that’s Googlized. It is one big site and so what happens is people will get to my LinkedIn and they’ll scan it, and they’ll find something they like, “Oh you’re a Rotarian, I was a Rotarian too” the fact that I was is like a connection piece it’s a table thing, it’s a table conversation, it is some kind of a talking point. So you want to focus on that, the other thing is, at the top of LinkedIn, like the title, you don’t just want to put your name and that you’re acupuncture, you actually want to have your CO keywords there and that would say who you are more. My boyfriend and I put Dr. Don Salyer, Anti-Ageing Specialist, Weight-Loss Expert, another thing is just a Chiropractor. It is the degree but it is not his specialty, there’s always other things he’s so good at you to want to put all of those pieces, because by the way when someone’s not a friend of you that’s all they see, they see your image, your name, and then your title, until they’re “Connected or Unrestricted”. Some people restrict so that no one would see. And if you are in business you want to Unrestrict that and you need to completely have it open because then it also allows Google to search your LinkedIn profiles. So all of those little pieces, the other thing is because you’re in a local area that helps with your searchability on Google as well, so if I go on Google and type in like, Acupunctures at Austin, I’m not obviously getting businesses on the area but it is also going to help with the LinkedIn profile connecting to it. All that is searchable, unlike Facebook, if I said where you are going to put your time in the world of Social Media, there’s a small business owner and a solo practitioner, I would say forget Facebook and go 100% LinkedIn.
[31:28] – Andrea Maxim:Interesting! Now am I correct that you can also do LinkedIn ads?
[31:33] – Heather Havenwood: You can do LinkedIn ads, I’ve been so focused on ‘Building the connections and the communication’ that I haven’t needed to. Now the cool thing about Facebook is that it would allow you to do things like small posts and boost things but honestly, I really feel if you had to spin the money somewhere I’d focus on LinkedIn and building out your profile. The other piece it does is it has those things we call Company Pages, and so you can have your name and then you can have your company name. If someone Googles your name and/or your Company name LinkedIn is going to pop up or the keywords of your company name. It will pop up over other pages. Because of LinkedIn’s power, it is incredible. I talked to an SEO guy a couple of months ago, he talked about this and how they dominated one of the businesses in 6 months because they focused on the company page on LinkedIn and less on the website and they just dominated because LinkedIn is Google’s darling.
[32:48] – Andrea Maxim: Are there any mistakes that you can make when using LinkedIn like things you shouldn’t do, things to avoid, or what would you say about that?
[32:56] – Heather Havenwood: Well, the other thing to say is like what we call ‘Doing a basic marketing 101’ what that means is being consistent with your message to the market. So whatever your site is, whatever your website, the images are consistent, the conversation is consistent, the descriptions are consistent because they are going to click over to your site, they’re going to click over around, and so you want to have it consistent. That’s one, number two is; what you’re looking for, who you are, and what the results are. So if you are a Massage Therapist, an Acupuncture, or a Chiropractor, what you’re looking for is that people who are suffering from certain things, sleep, allergies, you want to basically point-blank show your market is suffering from because people will connect with that because there’s a lot of people out there that don’t know what Acupuncture is, or don’t know how Massage Therapist can help them, they don’t know how Naturopaths help them, they don’t know what that means. And if you can sleep with their language like “Are you suffering from allergies?” then I can help you. You put that in your summary. And then the rest of LinkedIn is what I call, your summary is like who you are speaking to and who you want to talk to and then the rest of LinkedIn is your resume that backs up while you are the expert of your authority on how you can help them.
[34:32] – Andrea Maxim: Now you must be doing something right with your business, because I’d love to hear and this is again going back to people who are just starting up if you grew a business literally from zero like zip, no dollars over a million bucks in one year. And I was hoping you could share a few strategies that a million dollars a year might be pushing for us but it’s possible and how you made such a tremendous growth like what was your mindset, what did you do, your strategies that we can potentially adapt as well?
[35:06] – Heather Havenwood: Thanks for asking that, I’m more than happy to share with you the strategies on what I call ‘Behind the Curtain’ of that. There’s a lot of strategies I did because I was the person building the business, my business partner is what I call the face of the business, there’s a lot of branding and communication but I want to share with you the business that I started in July 2015, because we went from zero to right now we are in 3-month waiting list into our business to get into our business, you can’t even get in, and it is a weight loss machine. The reason I want to bring it out is that it is more to date, 10 years later so there’s a little bit of different economy and things like that. I kind of want to bring it out because it is a local business so bringing home to that. So here’s what happened my boyfriend has this machine and he literally lay down, and he had this thing for six months and yes it sounds amazing but no one was buying it. I was just sitting there collecting dust. He was making no money from it and what I realized in the marketplace is that no one led it and no one could understand it. You gotta put it down in what I call ‘their language’ so what I did; I spent two months building the brand. Well, what I found in the market is women, 40 to 55 and they are going to lose it doing nothing. They want to get that dress, they want to get skinny and go onto a cruise next week, and they want to look great for the weekend or whatever. And so what I realized, there’s kind of a quick fix, but also an opportunity, that once they come into the business we help them quick fix. Then there’s a longevity call. Let’s get rid of the toxicity, so that’s in the long term. That was the plan; the first thing I did was to be able to do a bunch of videos on the business so people could go to our website and within about 30 seconds exactly what it is. And there’s only one message we don’t talk about toxicity, we don’t talk about ‘let’s get you healthy’ ‘let’s get you happier’ it was like let’s get you skinny really fast and then the phones ringing off the hook. Now they come in for a Doctor consultation, we do communicate with him about; well let us look at your body and they actually do a full questionnaire about 2 to 3 pages and the doctor takes a look at it. From there we can have a conversation about toxicity, helping at where they eat, and their body what’s going on and then we can actually have a conversation on different kinds of programs. But I want you to understand that sometimes with Naturopaths they want to get people in to have the long conversation when they are suffering from something small, you can just help them with that quick fix and then build the rapport and build into a long term agreement healing contract, basically what I call. So I want you to understand that when we took on that business my boyfriend was like “No they don’t want that, I really want to focus on toxicity, I want to focus on their health”. Unfortunately, how our market works if you lead with ‘Come be healthier’ people went to the hills if you lead with ‘Let’s get you back to sleeping’ after not sleeping for six weeks they’ll come towards you. And so you lead with that and then you what I call on the business back in them into ‘Healthier; a long term strategy’ so right now we are exploding in that business and I said if you call right now, your first appointment is after three months and it really is amazing for the business that we are in. I mean it’s people can’t believe that they have to be calling me, and it really came from very simply communicating what it is we do in only one thing if you get into our sites it is going to be, we only talk about one thing, nothing else, not thousand things, one thing. Then we move the client in and have a conversation, we look at what’s with their body and then we move into other opportunities that are available if you are really interested in losing 20 or 30 pounds naturally.
[40:05] – Andrea Maxim: It’s brilliant, it’s amazing how simple we make everything so complicated, we make everything so much about ourselves and what we think people want to hear but when it comes down to it, you’re right like it is about people want to get better yesterday, how can you sell them on something that will help them get better yesterday legitimately but once they’re on your office you can do everything that you’ve always wanted to do as a healthcare practitioner. It just doesn’t seem like that on the website and I think that is a key piece of the puzzle that a lot of us are missing.
[40:39] – Heather Havenwood: It is focusing on that one element and then what does that one thing do with the machine, there are always other things that you can do; it tightens the skin, it also helps release fat, but always other fun things that it does like what I call positive results it does. We don’t talk about any of that and the reason we do is that one thing, and then when we get there we talk about “Oh by the way it tightens your skin, it makes you younger” and they will be like “Oh this is great” just added bonuses but we don’t lead with that. So the question is what are you leading with, what’s your lead product or service that you become known for and then once you get them on their website, your Email list, you can have some conversations about other things that you’re doing. So all the other services that we do, once they’re on our Email list, we do talk about those it is already on our Email list. So then we say “Oh we have this metabolic program, can you lose 20 or 30 pounds, check out the video.”
[41:45] Andrea Maxim: So, Heather, I have to ask, because I saw this on your website and it was, if I want to work with you, I can sign up for 100% free consultation and my favorite part of it that I had to ask you about was you said; if you enjoy the conversation, we can talk about working together, but if you feel like I’ve wasted your time, I will literally send you a check for 500 dollars as compensation. I’ve got to ask, have you got to send out a check for 500 dollars?
[42:19] – Heather Havenwood: No, but it’s a guarantee. Honestly what’s funny is when I have people go on that heatherhavenwood.com and the right-hand says ‘Work with Heather’ you can steal this, look at what I do, steal it take it totally mirror it, it is fine because what I do is, I have people look at it and read it and go “Okay, really what’s there to lose?” it is 30 minute, they can schedule immediately. Now, why is that important? I feel that healers, sometimes we get to create systems so that it is easy to work with you and sometimes that is a challenge sometimes, with small businesses in general, not just healers. You want to make it so easy for them to say ‘Yes’ so they got to work with Heather, they see that they fill out a form, a simple form nothing complicated. And then I basically say ‘Here is my schedule, go pick a time that works for you!’ Then I show up, we have a great conversation and then we move things forward, backward or wherever. But it is a pleasant experience for them always and it is always clear, and if you’re going into consulting or coaching because we can do that as a healer across the country, across the world, so it is very clear from the beginning what is happening and people would want to do business with you, I just feel like it is so simple but precious.
[43:59] – Andrea Maxim: Yes, and it is not just about implementing it and we’ve definitely, I covered a complete Podcast actually with one of the CEOs of Appointment Core because that’s what I personally use. And it is amazing how patients are like ‘I can’t believe how easy it is to get into your office, I love how easy that was.’ And I’m like ‘Yeah! That’s what we do, we make your lives easier!’
[44:21] – Heather Havenwood: Yes, that’s actually true, it makes your life easier to do business with you versus what I call ‘Old-School Way’ our Chiropractor Business does the Old School way but we also did a bunch of whole different systems. So it is super easy to get in, it’s easy to work with us, and experience right, because how many times you love the service, but the experience of dealing with the business was horrible? People will always go with the experience over the service, or the opposite, you love the experience with every point of the process, but maybe the actual service isn’t that great. But I would still not give it a negative 5 stars because my experience with the process was so positive, maybe the service wasn’t just that great. And that honestly is the LinkedIn profile, that sounds honest like bringing my back but the LinkedIn profile is the first piece of the experience of doing business with you.
[45:56] – Andrea Maxim: I can’t believe how much you have blown my mind in forty-four minutes, it was like ‘Boom this!’ and it was all tangible and I really hope that everybody gets off this call heads over to their website, heads over to LinkedIn, heads over to their News-letter and start pumping out this stuff. Like this is so fundamentally actionable and it is so simple but it has a tremendous impact on your business. So Heather I just want to Thank you so much for coming on this show and seriously not only transforming how I’m now going to approach things but I hope everybody that’s listening as well, and If people do want to get in contact with you, again what are some of the best ways to do that
[46:32] – Heather Havenwood: Absolutely, Thank you! Heatherhavenwood.com and the upper right-hand corner say ‘Work with Heather’ or if you’re interested in my book; The Sexy Boss, you can go to sexybossinc.com and when you give me your Email that would actually get 3 free chapters of my audiobook of a sexy boss. I have an audible but I give away part of it on my website. So these are the ways you get a hold of me and honestly I would just say that wrapping up as a business owner and as a healer and someone who is here to serve the world. It is also your job to be rich in big money. Because we live in a world where the exchange of money is how we deal with services, you give me the service I give you in exchange for everything called money. And it is a very loving thing to give, so I just think that it is time for you to ask for money, ask for a lot of it and be rich because you deserve right.
[47:30] – Andrea Maxim: Thank you again so much Heather and I will have all those links that you just mentioned in the show notes as well, so you certainly head into maximizedbusiness.ca/podcast to see all the podcasts and Heather’s will be on there. So, women, you’re awesome and I really love to have you on today
I can’t believe I just said a woman to this lady. She’s probably laughing at me right now as I’m laughing at myself, I really hope that you took a lot from the interview that we just listened to. Personally, while I was listening to her, I immediately signed up on Amazon as an Associate I am starting to put books and links and stuff like that on my website and it is such an easy tool for you to be using and such a great way to start giving your patient something that you don’t necessarily need to create but here’s a book I love, here’s a thing from Amazon that I love and then making a little bit of money on the back and it never hurts. She talks about a signature Program so if you are struggling to create something, and I hate it when people create things from scratch, it is always good to just develop into something that somebody else has already done and put your own spin on it. If you’re curious about the 7-day Detox Program, you can go to https://www.maximizedbusiness.ca/7daydetoxprogram/ and it is completely customizable, completely done for you and you can implement it in as little as 24 hours. So I did that for you guys because it has been such a value at my practice and I don’t want you wasting any more time and leaving money on the table, so check that out on the 7 Day Detox Program or you can go to the resources section on my website. As always, I’m asking you to leave your reviews from the show directly on iTunes, boost the podcast definitely it me up for a 30-minute strategy call and If something inspired you from today’s show and you want me to help you implement go over some of your copy and anything that I could help you out, that’s what I’m here for guys. I’m Andrea and have a happy, healthy day and I’m out!