A year and a half ago, I relaunched my business from scratch after moving from Venezuela to the US. You know the story, I had a successful business in my country for over 9 years. It was built entirely through word-of-mouth and referrals. One client would always lead me to the next. Easy and effortlessly. However, the decision to leave my country meant having to start all over from scratch. Barely making ends meet because my business used to be local, not global. This situation forced me to take my business online, learn the ropes and completely transform my life forever. I went from being nobody to quickly increasing my income by 1011% in just 6 months. And then the growth suddenly stabilized.
I was still getting booked month after month, but I wasn’t growing to the levels that I wanted to be in my business.
I realized that if I wanted to make changes in my business, I wasn’t going to be able to do it without doing things differently. So, I got to work and applied all my branding and marketing knowledge, hired a couple of coaches and started seeing amazing results. Within 90 days, I took my business from making 4 figures a month to multiple 5 figures a month. And all of this only within a year and a half from relaunching it in a new market. How did I do it? Here are all the steps you need to follow to make it happen for you as well.
Here I give you a checklist of 25 things you can do to boost your business and increase your income. Make sure you download it here:
finding what makes you unique
As I have progressed in my experience as a branding coach and as an entrepreneur, I have found that probably the most important element for success in business is differentiating yourself and using what makes you unique to your advantage. It’s funny because when we were kids (most of us at least) wanted to fit in. To be “normal” and part of the rest. However, what I have come to realize as I have grown in my business, is that normal and ordinary is your worst enemy in business.
What you really want is to make sure you are completely different from everyone else. I had actually been pretty good at defining and understanding what made me different. After all, I grew up living all over the world, I am married to a famous Latin pop star, and I have a process for working with my clients that nobody else has. However, in the last 90 days I have truly taken that up a notch.
After reading “Expert Secrets” by Russell Brunson, I realized that I needed to create a message that was larger than me. Something that would make people realize that what I do is completely irreplaceable. Something nobody else in the whole wide world can offer. Using his idea, I developed the concept of Brands that Attract.
A Brand that Attracts isn’t just a business. It’s not just a brand either. It’s something that has 5 unique components that make it completely different from everything else. It’s a brand that has clarity, confidence, magnetism, value and impact. If any one of these elements is missing, then it’s not a Brand that Attracts. It’s just another brand. And of course, in order to create a Brand that Attracts, you have to have all the fundamental pieces in place: have solid foundation defined for your business, understand down to the last detail what makes you unique, have total clarity of who your audience is and how to communicate with them, have a visually impactful brand that reflects your value and, finally, have all the marketing strategies in place that will give you the impact. All of these things? They are what I do.
For me, developing this concept meant that I was offering something unique and special to my clients. And it completely changed the way I positioned myself and communicated with them as well.
What does this mean for you? It means looking at what you do and trying to see the bigger picture.
How can you sever your audience is a way that goes beyond what’s normal?
What about your services is completely unique from everyone else?
What I have found is that sometimes this is extremely easy to answer, but usually it takes a lot of effort. It’s not just about one simple thing, but a mixture of elements that, when brought together create something bigger than what you could imagine.
For example, Brian from Date Rehab came to me looking to build his business as a dating coach. We sat down and analyzed the different aspects that made him and his offer completely unique. We created the concept of “Raw Confidence.” Raw confidence is an inner sense of absolute certainty and it’s based off 4 core attraction elements: leadership, personal style, connection and etiquette.
What this means for Brian is that while there are probably hundreds of dating coaches out there, NOBODY is talking about Raw Confidence. Only him. Because of this, her gets to charge premium pricing for his services.
What I have learned is that if you want to grow your business to a new level, you have to use your strengths and the things that make you unique and squeeze every last bit out of them. I talk about how to discover the elements that make you unique right here. What I mention will really surprise you.
understand what your audience wants
After understanding what makes you unique and building a message that stands out, the next part that was crucial for me was making sure that my message was resonating with my audience.
In order for this to happen, it’s extremely important that you understand on a deep level what your audience wants. It’s not enough to just vaguely know the basic information of who your audience is. Sure, it’s important to define how old they are, or where they live. However, what you really need to do, is define what it is that they really want. Here’s a hint though, it’s never the superficial thing you probably think (I talk about this in much more detail right here). In my case, I have gone through a pretty big process over the years of understanding and defining my audience. One thing I have discovered is that you literally can’t know too much about them. Understanding the real wants of your audience is a never ending ordeal. It’s the reason why brands like Apple spend millions of dollars a year in focus groups and research.
In my case, one big change I made in the past 90 days was deciding to focus only on premium businesses. In other words, I wanted to work with and attract product or service-based businesses that are charging (or planning on charging) premium pricing for their work. Anyone charging less that $1,000 wouldn’t be the ideal client for me. The reason for this was two-fold. One one hand, I wanted to make sure that their investment with me made sense and was easy and fast to make it back (and that usually happens within 30 days of working with me), but on the other hand, people charging premium pricing are people that are offering something of high value. And that’s the sort of people that I want in my life.
So I changed all my communication around the needs of entrepreneurs that are charging high prices, and I was able to do that by understanding their needs and efficiently connecting with them.
For example, Luis from Global Investment had a similar problem. His company is for investors from Latin America looking to place their money and get higher returns than keeping it in the back. So, what we did was create their messaging, website, branding and marketing focused on the needs of their audience. Making sure they were attracting the right people meant they were being placed on a path to growth.
a branding upgrade that reflects quality
The next thing I did, was upgrade my brand to make sure it reflected my quality. One of the biggest and most important aspects of positioning yourself in the market in a strong and efficient way, is making sure that your brand absolutely and 100% reflects your value. This means that if you are looking to attract high-end clients, you have to make sure that your brand looks and feels high-end in every single step of the way.
It’s not enough to have a cheap brand with a great service. Unfortunately, when you work like that, you are keeping away a ton of opportunities because of people that doubt your credibility. The truth is, we are visual beings, whether we want to admit it or not.
The only reason that the phrase “Don’t judge a book by its cover” exists is because we all do. Making sure you have a brand and a website that reflect that quality is going to make or break your business. Trust me on this, I have seen it happen more times that you could imagine.
Your brand is a direct reflection of the quality of your business. If your brand looks cheap, people will assume you offer something cheap. On the contrary, if your brand looks high-end, people will be more willing to invest in your services.
It’s funny, I spoke to an entrepreneur a couple of weeks ago and she was telling me that she was having a really hard time signing on new clients. Believe it or not, her whole business was being a coach that teaches others how to make 6-figures. And here she was, not even making four. When I went on to look at her brand, it was extremely clear to me why that was happening. She had about 7 different fonts, really bad, lo-res, pixelated photos, a logo that was made in Canva and looked really cheap, and a brand that simply did not reflect quality. Period.
You want to attract more clients? Make sure your brand and website look like a million dollars. Make sure it feels like a place where they want to hang out and want to keep on coming back for more.
Rey is a client I’m working with right now. He is a travel blogger that was having a hard time building engagement with his audience. His brand simply didn’t look high-end, it felt like another blog, without much personality or style. So we reworked his image to make sure it reflected the amazing content he was creating. We also made sure his travel guides were front and center in his page so that he could sell them. The change really is an upgrade in his style and taking his brand to a whole new level.
In my case, I obviously already had a website that looked good. However, what I did was upgrade photos and make changes in content, (such as my portfolio in the work with me page), adding testimonials from clients and basically updating my audience experience. Not only that, I also created a new, pretty incredible client section that gives my clients additional training that is basically mind-blowing.
This upgrade in brand can truly change your business. I talk about the different reasons you might be holding back from having a website and why some of them are a huge mistake, right here. Make sure to check that out.
Also, don’t forget to download the checklist with 25 things you can do to boost your income right here:
aligning your message
The next key to increasing my income to multiple 5 figures a month was making sure that my message was aligned everywhere. So, by this point we have talked about how important it is to know what makes your business different, who your audience is, and having a brand that visually represents you. The next step to success? Aligning that message in absolutely everything that you do. Your website, your social media pieces, heck, your complete funnel needs to be a reaffirmation of the qualities that make you undeniably perfect for your audience.
What I have learned is that for this to work, you have to make sure you are getting all the parts right. From your ads, to your landing page, to your opt-in, to your emails and finally, your sales calls. Everything has to have a message that is aligned with your brand if you are looking to successfully position yourself.
For example, my client Jo from Joiness did exactly that. Her business is about offering smart marketing solutions for small business owners. It’s about helping entrepreneurs have more time to focus on their zone of genius. What we did was make sure that this was reflected in every step of her funnel. From her homepage, to her landing page, to her opt-in and emails. Aligning your message is that thing that will give you the upper hand in effectively positioning your business. When people are thinking about looking for someone that will help them gain more time and freedom, guess who they will look for first? Joiness. I go over more reasons and examples of how to align your message right here.
investing in my business
The last step I took that helped me increase my income from 4 figures to multiple 5 figures in 90 days, was investing in what was important. That included a few things. A coach that gave me new marketing strategies, a copywriter that helped me tweak my text to make sure it reflected what I wanted to say, and mostly, investing my time to make the necessary changes.
I believe that, unfortunately, it’s not enough to be the best at what you do, you also have to be the best at marketing yourself. Because I have understood this, I have added a marketing coaching component to my business as well. I now give my clients training on how to leverage their business and get more clients so that they can grow as well. I do this by teaching them the exact specific strategies that I use in my business every day to make multiple five figures a month — like clockwork. So, in addition to giving them a solid foundation, a gorgeous logo and and incredibly functional website, I’m also giving them the tools to grow their business and take it to the next level. Pretty cool, right?
Investing in coaching has honestly been the sole reason why I am where I am in my business — in such a fast way! I mean, it’s likely that all that I have learned are things I could have learned over time as well. I don’t doubt that might be true, but I also know for sure it would have taken A LOT of trial and error. And that costs a TON of money and time.
Remember to download the easy-to-follow checklist with 25 things you can do to boost your income right now!
It still amazes me that only a year and a half after relaunching my business I’m making multiple 5 figures per month. I can tell you with all honesty that the steps I have shared here are LITERALLY all the things I did to get to the place of success I am right now, where I am even starting to be picky about the people I get to work with. And yet, to me, this is still only the beginning of a long and successful career.