Suzanne Chadwick 0:00
So today, I am taking you inside the revenue generation roadmap that is my brand builder Academy process. So over the years, and there's been a few different iterations now building my business for quite some time, I have a process that I use, and then I refine that process, refine that process, get better at that process. And it's the process that I teach my clients. Now, the revenue generation roadmap can be used, whether you're just starting out in business, or whether you've been in business for a while. And that's the joy of VBA. That's the joy of the revenue generation roadmap. And so I wanted to share with you today so that you understand what that process is. And then if you want to come and hang in brandbuilders Academy and do the work around it for your business, then you can understand it a little bit more. I'm really keen to be transparent with things and share the goodies with you. And then you can make these decisions for yourself too. But you can also learn in the process. Now one of the things to me is I do like to keep things fairly simple. Like we don't like to overcomplicate it, we want to make it simple, so that we can do it, we can use it, we can improve on it as well. And this is something and I say it all the time, I go through BBA every year myself, where I'm going through all these things at the level that I'm at now. So I did it when I started and now I'm doing it where I am. And I do feel like I just go deeper every time I go into it, which I love, which I love. I love to have a process that I can use. And a process that gets me results gets my clients results. And that I know works as well. So that's what we're talking about today. We have a live round a brand builders Academy coming up starting on the 25th of July 2022. These episodes coming out before that. So if you are wanting to come and join me within BBA, then all you have to do is go to CS chadwick.com. Forward slash BBA for brandbuilders Academy, BBA and come and join us. If you've got any questions, you can hit me up on Instagram at Suzanne Chadwick and I'm more than happy to answer them for you. But listen, without further ado, I'm excited to share this with you my process called the revenue generation roadmap that we work through within BBA.

Okay, Jake, is let's dive in. I love talking about this, I have to be honest with you. So there are five main parts to the revenue generation roadmap, and I'm going to talk about how they work together. And then like an underlying thing, that is a sixth element that we have to always be aware of. So I'm gonna walk you through these. So the first thing that we really want to focus on is know so know yourself, know your client, know the problem, know the desires of your client, and then what you're here to do. And so one of the reasons why I think this is so important, and so important to revisit on a regular basis is because as business owners we evolve, we change our clients change, the problem that we solve might change a bit as well, the desires and the way that our clients articulate what they want changes to. And so knowing myself, my client, the problem, the desire, and what I'm here to do, is something I need to focus on. And so within module one and two within VBA, we go through mindset, which I think is so important. I am just going to say it and I've said it many times before, you will not be able to show up and do the tactical things in your business. Do the risky things, do the things that are going to help you move forward if you have not mastered your mind. So we go through a number of key elements around things like self sabotage, worrying what other people think I have like tactics and strategies for managing our own thought processes, and also how we continue to break through the blocks that we have. So we start with that, because I think that it's really foundational. Like you will have potentially blocks around who your client is who you want to work with whether you want to niche, what the problem is what the desire is. And you may not even realize that it's just all sitting in your mind that people don't really want what I have, I don't really know who my client is, I don't really know exactly what the problem is. And I don't understand their desires. And all of that is mindset, like the drama that you bring to your business and really articulating and refining. What it is you want to do can be in your mind. And so just really understanding and being able to see how we think and what we might be carrying with us, as far as you know, other people's opinions, other people's thoughts and ideas about our business. And things that people have said to us as well can hold us from really looking at our selves in our business and our clients with a clean slate. So in module one, we go through mindset. And we cover a lot of those things. And I love that quite a few of my clients have said, I go back to those modules all the time, like I go back, and I really listen. And I really listen. And I really listened. Because it is something that we have to consistently be working on, I

really don't think that you, you know, learn something about your mindset, and then you're done, you're like, tick done. I just think it shows up in a different way down the line. And then how else you can know yourself, your client, your problem and the desires that they have. And what you're here to do, is really starting to articulate what your brand strategy is. And so even this year for me, and I'm now seven years in business, even this year, for me, we've redefined our brand. And so going back and taking a look and saying, you know, when I go into module two, and I look at my brand strategy, what do I want to be known for. And so I'm super excited, I'm getting certified as like a mindset and I'll pay life coach this year, which I can't wait, I really wanted to dive into mindset a lot more. And I thought, well, I'm going to, I'm going to move myself forward with that, and get certified in it. And so taking a look at my brand strategy and what I want to be known for, of course, I want to be known as a business coach, and somebody who supports you to have a bold brand and show up. But also now that whole mindset element is coming more into my brand. And so you know, really knowing myself, and then knowing my client from that particular element does inform my brand. So my brand voice, my tone of voice, etc, might stay the same. But the look and feel of my business has shifted. I feel like recently I'm like I really want the brand to grow up. So it's always been super colorful, and it'll continue to be colorful, but my logo, the logos of my programs are just a bit more sophisticated and clean. Rather than just fun. I feel like they're more sophisticated and fun. And so I had to go back to that brand element in year seven of my business. And I feel like I've done that a few times and say, What do I want to be known for? Is it the same? And then when I look at all of my brand elements, is it just the visual brand that's changing? Or are there other things? Like, am I changing the way that I connect and communicate with my audience? Has my value proposition changed? And I think it absolutely will at the end of this year. That my differentiator, my value proposition as my business evolves. And as I grow and change in my business, as a lot of you will be doing, what does that look like for you? Are my values the same, I shifted some of my values about two years ago where I was like, I preferred this word, and what it means as opposed to this word. And I really feel like I embody that. And so once again, I went through that a few years ago, and now I'm really looking at it, you know, have my values changed the way that I interact with my customers. So as my brand experience changed, and so that's definitely been something else where we're kind of like, I want to put in more cards to clients and I want to do these other little great things for them and and we want to make sure that all of our messages and our emails and the way that we speak to our clients is at a certain level. And so revisiting that first section of the revenue generation roadmap to know yourself know your clients. Know the problem and the desire and what you're here to do, I think can really be formulated through understanding your mindset and where you are and what you need to understand about yourself. And then also defining what you want your brand to be in the world. What am I here to do? What do I want my brand to represent? And how do I want to show up in my brand? Yeah, how do I want people to feel when they come in contact with me, because remember, brand is the collective experiences that your customers have when they get in contact, and they work with you. So that's the first section is no. The second section of the revenue generation roadmap, we go through in module three and four within BBA. And it's all about your offer. And so we want your offer to be highly relevant to the people that we've just defined in section one, we want it to be highly desirable, which is why we need to understand what their desires are, we want it to be super clear, and clean, and profitable. Now, I have met people who have been in business for quite a while, who have come into VBA. And their businesses working, they're making money, but the profitability of their offers is low. And so this is where we want to kind of dive deeper and really understand, what do I have right now? what's working, what's not, and what do I need to shift,

I had another client that came in, and she had about 12 different offers. And so we want to get really clean and clear around what we offer. And I've told this story many times when I was back in my business, and I had 50 million offers, and people wanted to work with me, and they were in decision paralysis, because there was so many things. And so really making sure that your offers are clean and clear that they are desire based, that they solve your client's problems, and that they are highly profitable for you, is so important. Because we want to make sure that we're building a profitable business, we're not building a business in the red, you know, where you're making money, but you're not making great profit, and you're not paying yourself well. And so a lot of times, we might have clients that come in, and they're just charging really low, they're offering the world because they want to give so much of themselves, which is amazing. But then they're not charging for it. And so there's a couple of things that come into that as well. Your brand position comes into that too, because let's say I come to you, and you're a nutritionist, and you charge, like $100 an hour. But what I'm really wanting is a six month journey of you know, somebody supporting me over a longer period of time, I might look at your pricing, and you might think it's affordable. But what it's doing, especially if you're highly experienced as well, what it's doing is that I'm looking at it going, they're probably not at the level that I want, they're probably not going to be able to deliver me the transformation that I want. And so when we look at our offers, we have to ask ourselves the question, is it profitable like is what I'm selling gonna help me to pay the bills and pay myself. And based on the client that I want to work with? Is this a highly desirable offer? Is it positioned where I want my brand to be positioned, which obviously we're doing in module two, which is brand strategy. And so in this section of the offer, we go through business strategy, and then the power of pricing and packaging. We talk about the mindset shifts that you have to have, when you're repricing we talk about creative packaging, where sometimes it'll be like, Ah, so I just give somebody like five sessions of this and I charge them $500. And so we talk about the fact that well, what if you charged $1,000 But you gave them all of these other incredible things that you've front loaded, that you've created beforehand, that they also get, which is which increases the value, and then also means that they're more than happy to pay more for it. So you are creating a more profitable offer. And so those are the sorts of things that we look at when we go through this. And also really understanding our financials, being able to like forecast what it is we want to earn, whether the prices that we've created are going to help us in that and what we need to do in order to make sure that we're hitting those goals as well. And so the second section of the revenue generation map is all around your offer your financials, building momentum in your Business creating opportunities, keeping things really clean and fresh and desirable, highly desirable and relevant for your client. And so even now I I'm looking at, you know, we're going to redo BBA at the end of 2022. I've already planned out when we're going to be recording it and what I'm going to be doing, we're going to be rebranding it new videos, all the rest of it. But the question is, does the sales page still work? Does it still communicate the value and the opportunity for clients who want to come and work with me in this particular container? And so we're always looking at is the price still right? Does it need to change, things like that. And so recently, I also added a VIP option to BBA because I had a couple of people that came to me and said, I really want to do BBA. But I'd really love to have some more time with you. And I thought, well, I could do that as a VIP offer as a limited number of spots, like that works really well. And so then I had a couple of people take me up on that offer. So we can always be once again, seven years in business, we can always be looking at how we can make things better. I was speaking with a girlfriend the other day, we had lunch, she's like a million dollar business. And we were talking about this as well around how she can potentially shift her offer, and how else she could be kind of making it more desirable for clients who are at a higher level.

So there is never a point in time, we're not talking about this, we're we're not looking at it with critical eyes and making sure that our business is moving with the market, and that it's evolving in the way that we want. So in section two, we go through business strategy and the power of pricing and packaging. And we really dig deep into this so that you can make sure that you're taking your business financially to the place that it really wants to go. Next, we're going into section three, which is all about high converting home. So that's your web, your socials, your sales pages, your cart. And so we go through this in module five, and six, which is all about marketing and sales, as well as savvy systems. And so what we want to be able to do is that we want to make sure that we're creating the marketing foundations and the mindset. And I just want to say that I do go through mindset in every single module. Because when it comes to your brand strategy, there'll be elements of mindset in there that you'll need. When it comes to your financials, there might be money mindset elements you'd need to break through and work on. And when it comes to your pricing, the word that, you know, I hear so many people say, I just want to make it affordable. And I'm like affordable to who. And so I think that we've really got to get commercial when we're creating these strategies in our businesses, and we're setting our pricing etc. And so, Section three is making sure that once I know what I want to be known for, once you know who my client is, what the problem is what they desire, and I've created these amazing offers that meet that need and also meet my financial needs. We've got to make sure that it's easy for people to find it, buy it, engage with it as well. And so this is something that I actually had a session with Colleen from techno bed the other day on how we make our SEO even better how we increase our organic traffic, how we really take a look at our sales pages, do we they need to be shorter? Do we need to have better keywords in there? Are we really sharing enough testimonials? What are the social elements of how we're starting to bring the message to the community

and my clients as well, so that we can continue to make this an easy decision for them. And so working on that is so important in your business, because there's no point doing all of the things where you're like, Yes, I know my client. I know my problem. I know, I've got the great offers, like you know, my clients have amazing transformations. And then you're not communicating well. And you're not making it easy for people to buy. And I have had this situation so many times where I have gone to somebody's website, looking to buy something, and it has not been an easy process. And I'm like, I can't be bothered with this. And off I go. Yeah, so I just really want you to make sure that this is something that you're focused on and that you're constantly evolving and improving even with our visual brand and that wanting to make sure that the brand positioning of the website the socials, the sales pages, etc. Really is like stand up to the brand position that I want to have in the market. Yeah, which is like a high level. So making sure that you've got high converting home websites, social sales pages, sunk costs are super, super important. And so we go through a lot of this like even around your systems, you know, saving time, one of the things we talk about is building a profitable business without the burnout. And burnout comes from you trying to do everything manually. You trying to do everything in your business. So systems around outsourcing, you know, the nuts and bolts of the actual technical systems you have in your business, your money systems as well to make sure that you know what you're earning. And you can check that. And so cashflow is working for you. All of those things matter. And they're things that you've got to really look at in your business. And so we go through that in module five, and six within VBA. The next section of the revenue generation roadmap is for which is build. And so consistently, building your brand through value creation, Master content, and evergreen, searchable content as well, is what we go through in module five and seven. And so, once again, we've got all the things we know ourselves, we know our clients, we're breaking through mindset stuff left, right and center, we've got profitable offers, everything's looking great and working well on our website, our socials, our sales pages, all the rest of it. And we've now we've got to take a look at the consistent build, how am I building my brand? How am I positioning myself through what I'm sharing? How am I being really smart with my content and creating that evergreen content that I know I'm being found for? Yeah, it's SEO rich, it's speaking to the level of close customer and client I want to be working with. It's evergreen, which means it can be found at any time. So while I'm sleeping, it's still working for me. It's searchable so that people can find me really easily. And so how am I consistently building that? And every day, I do ask myself the question, What am I doing today? To help me build my business? build my brand? Yeah, how am I creating value today? And how am I making sure that I'm repurposing it. So one of the things that I've been doing lately is lattes and lives you would have heard it here on the podcast. So I do a live in the morning, it's 15 minutes. And then I stripped the audio and I, and then I create a mini podcast episode. Because there might be people who listen to me on the podcast that don't follow me on Instagram. And so I want to make sure that you're not missing it if you weren't there live. And so that makes it searchable. Because we're putting it on the website, because we're using key words, then people can find it here on the podcast, as well as on my website. So just becoming a really savvy, content creator, so that you can create less at higher quality and get more out of it is super important. And just having that mindset of consistently building is key to your business as well. And one of the things that we go through in module seven is operating a bold business, which is really looking at your daily practices, how you think bigger, setting boundaries, and hiring yourself as the CEO. And so this is where you kind of step out of the spinning drama, you step out of not knowing you step into strategic decision making, and really positioning yourself at the level that you want, and doing the work that matters, doing profitable work that has the impact that you want it to have. And so that is section four of the revenue generation map, which is all about build. And then section five, which I did a training with all my BBA Am I amplify clients recently on the monthly energetic marketing offers. And so within build and memos, these work together, so these are fluid, ever growing, ever changing, ever evolving things.

I am always consistently daily, looking to build my brand. And then I'm always looking at strategically, what are the monthly energized marketing offers that I'm putting out there. So right now we're about to go into a BBA launch. We're also looking at our BBA evergreen strategy. I'm also sharing at this point in time, you know, end of financial year offers, we've also got like lead magnets that are out there, free webinars, workshops, etc. So, you know, we may not do it all at the one time, but there's like over 30 ideas that I share within VBA on the type of monthly energize marketing offers that you can have. And then we've got a worksheet where basically you print it off every month to plan for your month ahead. And so really understanding that constantly and consistently building and then constantly and consistently marketing and offering such An important thing and it's just not something that people do enough. And you've got to do it on a consistent basis. And so those are the five things that we go through in brandbuilders Academy across seven different modules and over eight weeks in a live round, but also just on an ongoing basis. Evergreen, you can join BBA anytime as well, with regular coaching, that happens too. And so really knowing yourself, your client, the problem, and the desire is number one. Number two is the offer highly relevant, desirable, clear and profitable offers high, converting high converting home website, socials and sales pages. Number four is build consistently build your brand through value creation, Master content, searchable content, and five is memos, monthly energized marketing offers. And what since sits underneath all of that is the thought management, the break through cycles and the belief ladders. And so as I said, at the beginning, mindset is something that I talk about all the time as a business and mindset coach, it's just has to go hand in hand. And so we talk a lot in VBA, about how you manage your mind, how you manage your thoughts, how you go through break through cycles of making decisions, and then getting out of your own way, and moving forward and being okay, whether you fail or you succeed when moving forward. And then creating belief letters, which I did a podcast episode on as well. And so that is what BBA is all about. That's the process I go through in my business just about every year at the level that I'm at. And I find that even when I'm speaking to million dollar businesses, the things that we go through and we learn in BBA are things that I'm talking to them about as well. So if you are just starting your business, these are the absolute foundations that you want and need to start growing in a profitable way with impact from the start. And if you're in business, and you have been in business for a while, and your business has been doing, like well, but you don't have any strategies or processes in place, then this is also something you can use. And even if you're a multi six figure business, I've had many multi six figure businesses come into BBA saying I want to shift my business model, I've lost my mojo, I need to relook at things and see where my gaps are, so that I can continue to grow my business by in a way that I really want. And so those are the three types of clients that usually we have coming into brandbuilders Academy and I take them through I love it the revenue generation roadmap. So if you've got any questions, let me know hit me up at Suzanne Chadwick on Instagram. But otherwise, if you want to work with me and go through this and really have it as something that you now know and you use from now on, then all you have to do is go to Suzanne chadwick.com forward slash a BBA and come and join us and I can't wait to see you on the inside. That's it for another week. Amazing to have you here. Just remember you can always connect with me on Instagram at CES Chadwick. If you've got any questions, I am here for it. Happy to answer them for you. Feel free to share this episode if you got a lot of value out of it and I cannot wait to see you next week back here on the podcast.

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