There is a huge difference between what we know to do and
what we actually do.
So many people try to improve their results (and those of
other people) by flooding their minds with more and more information.
They go on endless courses, attend more and more trainings,
study for qualifications far beyond what they’ll ever actually need…
All resulting in them receiving tons of information that
sits in their memory ready to be regurgitated as and when needed – but not
actually being used to generate results.
This is the reason why we see so many intelligent, very well
educated people with letters after their name coming off the end of their
business card, who seem to have spent a large chunk of their lives in and out
of further education – who are completely broke.
Many of them are stuck in jobs they’d rather not be in,
living with their parents or in rented accommodation, earning far less income
than they could do – all because they aren’t aware what to do with all that
knowledge they’ve absorbed over the years.
Yes, they can repeat it, they can tell you facts and
figures, they can make well-argued points and write well-constructed
opinions…but that very rarely translates into the ability to achieve the things
they really want in life.
Far more valuable is the ability to take action – to
actually do what we already know how to do.
To look at our lives and identify all the things we are
currently doing that are holding us back and replace them with thoughts, ideas
and behaviours that will actually move us towards where we want to be in life.
We call this the knowing/doing gap, and we transform it in Lesson 2 of Thinking Into Results.
Regardless of their educational, family or ethnic
background, most people already KNOW what they need to do to be successful on
their chosen path, they’re just not doing it.
The truth is that we were raised in a world and received
schooling in a system where the focus was on taking in the information and then
recognising the individual for how much they could remember.
However, we are now living in a world that isn’t really
interested in what you know. In fact just about the only people who are being
recognised today are the ones who can do
things – the ones who get the job done.
The good news is that, in almost every case, without any
further study, people can improve their performance and enjoy greater results
with what they already know.
Think about a current situation where you’re not receiving
the results you really want – in your life or in your business.
What’s the gap between what you know you should be doing,
and what you’re actually doing that would start to rectify this?
There is an innate part of being a human that means we want
to be accepted by others. We want to be liked.
We don’t want to be ridiculed, criticised or looked down
upon by our family, friends or peers and it is this fear that can drive these
feelings of foolishness and naivety.
And one of the biggest, quickest, guaranteed killers of
dreams is fear of what other people will think.
The honest truth is, there is a very good chance that if,
when you’ve decided on your C-Type goal, you start telling the people around
you what it is, you’re not going to get the positive response you’re looking
The first question you’re likely to hear, if you do tell
them about this new, worthy goal you’re working towards is ‘how do you plan to
And if you don’t yet know how you’re going to do it, the
doubts start to kick in.
What you must understand is that the people who ask that
question, the ones who will try to force their negative energy onto you by
trying to make you justify or explain your goals, are the ones who will never
achieve fulfilment in their own lives.
They may be acting out of jealousy, guilt or a genuine fear
for your wellbeing in some way, usually driven by their own fears.
Are these the people you really want to be taking advice
Those who are truly successful themselves and are on the
path to achieving their own goals do not behave in this way.
My advice is 3-fold:
- Don’t tell them. No-one needs to know what your
C-Type goal is. It’s your goal. The people, help, ideas and resources you need
will start to come as you focus internally on achieving it and start to put
your own action steps in place to work towards it. There is absolutely no need
to tell anyone who is not already on their own path to a C-Type Goal.
- Surround yourself with positive, uplifting
people. Those who are, themselves, immersed in personal growth work will
support and encourage you. Start to distance yourself from negative people who
complain about their own circumstances but will do nothing to improve them.
- Work on your own personal growth and self-image
so that you are able to completely disregard any criticism or negative comments
without internalising them. Allowing other people and outside circumstances to
dictate how you feel will affect the actions you take and the results you get.
One of the greatest, most valuable attributes of a truly
successful person is the ability to make one’s own decisions, based on what you
really want, and stick to them – without having to ask everyone and his dog for
Perfecting the art of decision making and learning to
control your emotions will lead to a quantum leap in achieving the results you
really want in life.
One of the biggest mistakes I made in my own first business,
and I see other small business owners doing today, is charging clients by the
Not only does this put an automatic cap on what you can earn
in any given week (because there are a finite number of hours in a week) but I
also find that, when working out their estimated income, a lot of business
owners forget that, when you’re really trying to get a successful business
going and regular money coming in, more than 50% of your time really needs to
be spent on marketing so you can keep your pipeline full.
That’s 50% of your time that no-one is going to pay you for.
When I first speak with clients to set their 12-month and
90-day Bold Money Goals, I will often hear something like “ Well, I’m going to
be charging £25 an hour and working a 40 hour week, so I’m expecting to earn 40
x 25 = £1,000 a week.”
Well, that’s all well and good if every single one of those
hours are billable hours – in other words, as long as those 40 hours are packed,
back-to-back with work your clients are paying you for.
But that’s never the case. Because where are those clients
going to come from if you’re not spending any time marketing?
So, if we estimate that 50% of the time we should be
marketing, then allow for admin (raising invoices, paying bills, sending out
agreements, book-keeping etc.) you’re more likely looking at 22-23
money-producing hours per week.
And if you’re charging £25 an hour that works out more like
£550 – £575 a week.
And that’s a) assuming you can fill every available hour
with work and b) not taking into account people who don’t show up, people who
don’t pay or pay late or those clients who you under-quoted so you’re going to
have to charge them for less time than you actually gave them.
So what’s the answer?
Stop charging by the hour and, instead, create fixed-price
packages that your clients pay for either up-front or by way of a deposit then
I can already hear the objections from here J but hear me out.
When you charge by the hour, you create 2 major problems for
yourself that you just do not need to have:
- Potential clients will automatically compare
your hourly rate to that charged by the next person who offers what you offer. They
have no idea what differences exist between you both in terms of experience,
qualifications or service delivery but they will think they are comparing
apples with apples and they WILL make a judgement based on price – and that’s
- You run the risk of people querying a) the
number of hours or sessions it takes you to complete your service for them –
they’ll have one eye on the number of hours/sessions they’re going to have to
pay for and b) stopping using your services before they’ve had chance to see
any real results.
Each of these can lead to you feeling like you have to
justify what you’re charging or even revising your charges down if someone
Creating a fixed price package and agreeing the pricing in
advance, on the other hand, completely eliminates this problem. It also:
your business more profitable because fixed-price packages bring in greater
income per client
up more of your time because you don’t need to work with as many people to
reach your desired income goals
greater cash flow even with a small list or small number of contacts
you from slipping into over-delivering and burning out
your business on creating extraordinary results for your clients, not on
selling your time, which liberates you to enjoy your business and love your
you become known as one of the best at what you do
your sense of self-worth and makes you feel fulfilled at a soul level
your business simple to run, which synergistically lowers the stress of running
So, have I convinced you yet?
Back to those objections then – virtually everyone I work
with starts off with some kind of objection towards creating packages, so I’ve
put the most common 3 below with my advice. J
- I don’t know how long it’s going to take to
solve a person’s problem – it could be 2 sessions (or hours), it could be 20. I
can’t say how long it will take until we
start so it would be unethical to charge them for a full package if they don’t
The point of having a package is
that you take your client through a particular step-by-step process that you’ve
designed with their best interests at heart (see my article on your Branded
Signature System). Your ideal clients just want to know that if they work with
you, they will experience the results they’re looking for.
That might be fixing their
problem completely or it might just mean a significant improvement for them –
depending on the services you offer.
Even if their problem is entirely
‘fixed’ by step 2 of your process, you will still take them through the rest of
your package to make sure they get the best results they possibly can from
working with you. Probably better than they could have imagined.
You are showing them, up front
what your package consists of and what it costs, and that is what they are
paying for. You have moved the focus away from the number of hours or sessions
it takes and towards the results they want.
Do you really think someone is
going to complain if you manage to completely fix their problem quicker than
they were hoping for?
It just doesn’t happen that way
when you offer packages instead of talking about hours/sessions.
- My clients all have different needs, I
can’t possibly create one package to suit all.
Yes you can.
When you have worked out exactly who your ideal
client is (we use the Niche Breakthrough Secrets method) and the specific
problem they are facing, you will see that there are commonalities across all
those particular clients.
When you examine what you actually do with
each client, you will see that there are things that you do, steps that you go
through over and over again with every single one of those clients, and you
will continue to go through with new clients that you enrol.
It is this that becomes your Branded
Of course, if you want to add additional,
bespoke items, sessions or bonuses for clients who have additional needs you
can do that – and you can decide whether to charge a premium for that.
It’s your business, your decision.
The point is that the main package is in
place for you to follow so that you become an absolute expert at delivering it
and you have a basis to start from that is not based on your time – it is based
on the results you want your clients to experience.
You know exactly what you’re going to do
for your client and so do they.
- I’ll lose the clients who pay me hourly if
I switch to package only offerings.
No you won’t. Not all of them.
When you show them the process
you are going to take them through and the results they can expect at the end
of it, your ideal clients will jump at the chance to take you up on your offer.
And the ones who want to continue
to pay hourly are free to go continue to do that with someone else.
My experience shows that the loss
of those who want to continue paying by the hour is far outweighed,
financially, by those who move to the new package.
And, let me tell you, the clients
you take into your packages will be FAR better clients to work with – more
committed to following your advice, more interested in doing their own
additional research and more appreciative of your expertise – than hourly
payers ever will be.
It’s just a fact.
If you’d like to learn, step-by-step, how to create lucrative premium packages that sell, join me in my Ignite Mastermind & Coaching programme at https://emmahague.leadpages.co/mastermind
I meet many business owners who offer a very broad range of
We tend to think that the more things we can ‘do’ for
people, the more people we can help so the more clients we’ll get.
It’s why so many business owners spend thousands and
thousands of pounds learning more skills, getting more qualifications, more
letters after their name…but not earning any more money.
The real truth in business is ‘It ain’t what you do, it’s
the way that you do it.’
I can tell you now, if you’re the owner of a service
business, there are thousands of other people already offering what you offer.
And that’s good. Because it means there is demand for it.
But I can also tell you that simply having a longer list of
services than your competitor is NOT going to help you attract clients.
Take a look at your competitors websites – most of them are
just a long list of the services they offer. And most of those are probably the
same as the services you offer.
And here’s the thing – a lot of your potential clients,
people visiting those websites, have not the foggiest idea what most of those
services are or how they can help them with the problem they have.
I talk a lot about how specialising in a particular field is
the key to Charging What You’re Worth, and if you’re going to grab the
attention of your ideal clients it is absolutely crucial.
You need to switch your focus away from the service you
offer and towards how you can help your ideal clients.
(Of course, to do this, you first need to know who your ideal clients are – we cover this is the Niche Breakthrough Secrets module of my Ignite Mastermind & Coaching programme but I’ve also written a number of articles about it). 🙂
So, to make your services more marketable, you need to think
about the problem that your ideal clients have and how you can solve it for
them in absolutely the best way possible.
This is how we go about creating your Signature System – a
step-by-step process that is unique to you, that you take your clients through
to get them from where they are now to where they want to be.
A process you can talk about with clarity and confidence,
knowing that no-one else does this.
Because you’ve designed it.
Having your own Branded Signature System (we give it a unique name) suddenly raises you automatically to expert status.
It gives you confidence that you can help your clients get
the results they want, and it gives them confidence in you – because they can
see you have a thought out process and can see how each of the steps is going
to get them nearer to their goal.
It makes your service more ‘tangible’. It has suddenly
become a ‘product’. And people are prepared to pay more for something they can
AND (this is huge) it completely eradicates the threat of
competition – because your competitor are not offering what you’re offering.
And that means no-one can compare you on price any more.
Once you’ve got your Branded Signature System set out, you
can do all sorts with it:
- you can create mini-products or services for
each individual step
- you can create a ‘premium’ version for people
who want more of your time or BONUS treatments/services
- you can lay out the steps on your website and in
your marketing literature to show people exactly how you will help them get
- you can move current clients onto your new,
improved package and increase your fees
Having a Branded Signature System really is the key to being
able to make your services uber-marketable and being able to finally charge
what you’re worth.
So how do you do it?
Well, our process uses a set of templates, worksheets and
exercises to create, name and market your Branded Signature System but, to get
started on your own these are the steps I would recommend:
- Get crystal clear on your ideal client (niche)
and exactly what the specific, urgent problem is that they have and you can
help them solve
- Starting from where they are now, think about
what the very first thing you will do with them is, when you start working with
them and write it down.
- Now think of the 2nd thing you’ll do
with them, after that initial step – and write it down
- And the 3rd, 4th, 5th
and so on until you finish at a point where you’ve completed your process with
- Now you might end up with a ton of steps, and
that’s fine for this exercise – but you need to start to group those steps
together so you end up with 5 or 6 steps really. Certainly no more than 7 I
- Once you’ve got your 5 or 6 step process, go
back through the steps and see what you could add to each step, that would not
take more of your time but would really help your client get an amazing result.
- Give your system a unique name based on the results your client will get from
working with you
- Start telling everyone about it!
I have yet to find a business that this does not work for.
Yes, virtually everyone I speak to (particularly therapists,
healers, coaches and other business owners who really could help ‘anybody’)
tells me this won’t work in their industry.
And yes, it absolutely does work for all industriesand all
Take a look at the entrepreneurial leaders in your sector.
I’ll bet they’re known for being an expert in a particular area (not a jack of
all trades) and I’ll bet they have their own branded signature system.
Done properly, your Branded Signature System will not only
make you stand out from the crowd, it will give you the confidence you need to
sell more and will create a whole new, simplified but lucrative structure for
Meaning you get up every morning knowing what you need to be
focused on doing that day.
You have clarity around the people you need to be meeting
and the content you need to be providing for blog posts, articles, social
media, lead generation magnets and more.
And you’ll have the renewed interest and motivation to research your new speciality that drives successful business owners forward, becoming true experts in their chosen field and creating unbelievable results for those lucky enough to work with them. 🙂
Join my Ignite Mastermind & Coaching Programme to create your very own Branded Signature System with me, become known as an expert in your field and start to charge what you’re really worth at https://emmahague.leadpages.co/mastermind
Have you ever got talking to someone new and felt, after only a couple of
meetings, like you’ve known them for years?
Like they’re just somehow ‘on your wave-length’? (There’s a scientific reason for that – they really are! We naturally attract the people to us who are on the same vibrational level. But that’s an article for another day!)
Have you ever noticed how you naturally resonate with the characters
from certain books, films or songs? As though their story is one
you’ve somehow lived yourself?
The same is true for your brand. Branding isn’t just about having a fancy
logo to spark recognition.
It’s the emotional appeal you create to others – whether
that’s with a logo, the way you speak or your physical presence.
Whether you like it or not, as an entrepreneur, you DO have a brand – even
if you don’t know what it is!
As men and women who ARE our business, we naturally put across
certain traits, values and language when we speak to our clients (and
potential clients) – even if we don’t mean to!
And so it’s essential that you understand what you want your brand
to be, what it stands for and how to get that across properly to
Ever feel like you’re not attracting your ideal clients? Ever wondered why?!
Maybe people are getting the wrong idea about you.
Some entrepreneurs try to avoid this problem altogether by being totally
devoid of any personalisation – you see this a lot in online marketing where
the aim is hands-off, recurring revenue generation.
Have a look at some of your competitors’ websites – I’ll bet you’ll find many are created from some kind of template and they can have a fairly impersonal, corporate feel to them.
Everything looks the same – same services listed, same stock photos, same
red headlines, same red arrows, same font…it can be very difficult to work out
the kind of people you’re dealing with and thus, many people who try to
market purely online find it difficult to get the results they really want.
They lack that ‘know, like and trust’ factor that smaller business owners need
to encourage people to engage with them.
Doing good work and being honest and reliable (which seen to be the go-to phrases for most business owners) are worthy characteristics. But let’s be realistic, it’s charisma and personality that make a person – and their business – succeed.
However, get it wrong and this can also be totally counter-productive. Because potential clients can get entirely the wrong idea about the kind of person you are from the marketing you do.
One of the reasons video is proving so successful when marketing on social
media is that your potential clients can see you. They can hear how you speak,
the kinds of words you use, your tone of voice.
You might find it really uncomfortable getting used to the idea of speaking
to a virtual audience but think about it – if your personality, your approach
and your voice are already out there, you know that people who still approach
you really like YOU. And want to work with YOU.
Which is why when I work with clients on creating their authentic signature
brand, I include the amazing power of archetypes.
It prevents potential clients being drawn in to marketing you might be producing that isn’t really ‘you’, and then finding out they’re dealing with someone completely different and backing off.
(Usually after you’ve spent a good amount of time ‘nurturing’ them while they decide whether they want to work with you or not (I call these ‘Time Vampires’ because they will suck out your time as well as your energy 🙂 )
So what is an archetype?
Archetypes are well-established character types that exist in each one of us
and have long permeated the essence of who we are.
Archetypes define our personality and our values and when you reflect your
own archetype in your personal branding, your ideal clients are drawn to you.
Your audience can connect with who you are rather than just what
you do (which may be the same as thousands of other business owners).
There are dozens of different archetypes and they’re often used in therapy
and healing. I focus on just 12 in branding a business like yours.
What’s important to know is that each archetype: Alchemist,
Maverick, Humanitarian, Artist, Nurturer, Jester, Romantic, Innocent, Hero,
Ruler, Explorer and Teacher has it’s own meaning, personality, values,
strengths, likes and dislikes and sense of mission.
What this means for you is that when you brand your business with the
stunningly accurate power of archetypes, you immediately make your marketing
easier and incredibly exciting because you’ll (finally!) clearly communicate who
you are and what you’re all about to your audience.
Branding With Archetypes dives deep into the heart and soul of who you are.
We see this shining through in highly successful people who’ve turned who they
are into a brand they love.
Here are 3 examples to show you exactly what I mean:
Example: Angelina Jolie, Actress
Can you guess which archetype Angelina is? Well, in her early twenties
Angelina was known for being a Rebel and she is still a voice for challenging
authority (through the Jolie-Pitt Foundation she fights against global issues
of injustice such as immigration, sexual violence and rape).
However, she channels most of her energy now through her true archetype of
Humanitarian and is passionate about helping those less fortunate than herself.
She is a special envoy for the United Nations and is noted for her extensive
work in poorer countries of the world.
Example: Oprah Winfrey
What is Oprah’s speciality? Transformation! Oprah takes the raw material of
life and turns it into something amazing through her charitable work and
Her archetype is the Alchemist – the archetype of change and transformation.
Her message is clear and consistent: with enough determination ANYONE can
live their best life.
Example: Me! Emma Hague
As a Ruler archetype (with some influence of the Hero) I’m passionate about
taking control of my own future and creating a prosperous and successful family
I’m a northern girl and tend to say it like it is!
I strongly believe that we are in control of (and responsible for) how our lives turn out and I’m passionate about helping others achieve the results they desire.
It’s important that I don’t attract clients looking for too much of a softly, softly, touchy, feely approach becasue that’s just not ‘me’ – I’m interested in helping people get the results they want quickly, not letting them off every week because their hamster’s died or the kids were off school or they’ve had a cold.
So it’s important I try to get that across in the words I use and the content
I put out.
And I have the same wish for you and your business.
Which is why in my trainings we focus on how your brand is your personal
archetype expressed through your business.
It’s personality that separates the ordinary from the extraordinary. Archetypes
give you a highly creative yet easily structured way to create a brand rich
with emotion and personality – one that’s authentic and unique to YOU.
To find out how to learn use your Signature and Influencing Archetypes to build your own authentic brand AND get your hands on my gorgeous Branding With Archetypes® Cards, check out my Ignite Mastermind & Coaching Programme at https://emmahague.leadpages.co/mastermind
One of the biggest mistakes I find small business owners making is fishing for clients in a pool of people who will just never pay for the services they’re offering.
We all want to help people, and it’s an unfortunate fact of
life that many (MANY) of the people you could really help – you WANT to really
help – will just never pay for that help.
And, actually, many of the people who need you MOST may fall
into that group.
Sometimes they just don’t have any money and they have
absolutely no means of accessing any money.
Sometimes they DO have money, they just don’t want to pay
It’s important that, as someone looking to build a
successful business, you get to grips with this fact and face it head on.
Because there will always be more than enough people who DO
have the money and DO want to pay you for your help.
The trick is focusing on getting in front of them.
Now, that’s not to say you shouldn’t help people who have no
money, and we’ll come back to that later on.
But for now, let’s talk about finding those clients who can,
and will, pay you handsomely for what you do. Enabling you to go ahead and
create amazing packages that will bring them amazing results, and that will
empower to charge what you’re really worth.
What we’re talking about here is finding your niche. Finding
the people who love you, love what you do and how you do it and will happily
pay you handsomely to help solve their problem.
In my Ignite Mastermind & Coaching Programme, we use a
6-Step formula called ‘Niche Breakthrough Secrets’ for this, and in this
article I’m going to walk you through Step 4 in that process – working out
whether your current niche is ‘Hot Or Not’.
In other words, are you going to have the success you really
want fishing in the pool you’re currently fishing in or do you need to make
Let’s take a look:
- Is your niche big enough to be viable?
Now let’s just take a step back for a
minute and look at this realistically. Think about how many clients you
actually NEED. (I would recommend you do that calculation if you haven’t
already). If you’re offering packages that range in investment from, say, £99
to £ 5,000, I’d recommend you need to be looking at a pool of at least 10,000
So do some basic research – are there
likely to be 10,000 or more of your ideal client in the area you’re looking to
Remember, we’re not saying you need to
convert 10,000 into clients – just that there needs to be at least that many
people out there for you to pull from.
If there are less than 10,000 you need to look at either broadening the scope of your main package, or widening the geographical area you’re going to cover.A
- Are your ideas/services flowing upstream or downstream within your niche?
Flowing upstream within the culture that is already
present within your niche means you are attempting to get them to change their
mindset and beliefs about your topic.
Flowing downstream means your ideas are ones your niche is likely to accept. Any time you are flowing upstream within your niche’s culture you’ll find marketing and making sales difficult, time consuming and costly.
There are plenty of people who will already be ‘sold’ on the methods/approach you use. Focus on showing these people how you specifically can solve their problems and help them achieve the results they want, rather than trying to convince non-believers that your way is best.
- Out of 10, how important will the people
within your niche rank solving the problem you’re offering to solve?
Let’s be honest, there are a myriad of problems that
we all live with on a day-to-day basis that we could just carry on living with
forever, without ever getting to a point where we believe we need to fix it
So, out of 10, how important is it that your ideal
clients get a solution to the problem they’re facing?
A 10 is a “must solve now” and 1 is “I can live with it for a long time, as is.” This ranking must be a EIGHT or higher to make your niche viable for you.
If it’s lower than 8 you need to either change your niche or change what you’re offering.
I’ve made the mistake numerous times over the years of nurturing (essentially giving free advice to) potential clients – sometimes over many weeks – who are ‘interested’ in what I’ve had to offer, but not at all ‘committed’ to taking action to solving their problem.
This can lead to a tremendous
amount of wasted time and effort and huge disappointment when they eventually
decide they’ve got better things to spend their money on.
Addressing this at the outset by purposely hunting out those people you know need to solve their problem urgently can eradicate this altogether.
- Do the people within your niche have a
history of investing in things of a similar nature to what you offer?
Remember that people will put up with a lot before
they decide to invest in solving a problem – in fact, in these days of YouTube,
Google and social media, they’ll likely try every avenue they can to solve the
problem by themselves first.
So it’s best to focus your business on solving a problem your clients already prioritise as important.
The best measure for this is finding people who’ve
already paid for something similar in the past.
Luckily, using those same online tools as well as
other methods, it’s easy to do that nowadays.
You will be spending a lot of time with the people in
your niche – working out different ways to help them, designing amazing
packages for them that create great results…
This means you need to love these people and what you
are doing with them.
If you don’t, the motivation to do everything in your
power to help them just will not be there and that leads to a poor attitude,
poor client results, payment problems and complaints further down the line.
So let’s go back briefly to helping those people you
really want to help who have no money.
The best advice I can give is to separate your
business from your charity.
Yes, if you want to give your time and energy away
for free, that’s your decision. But that’s not running a business.
If you want to have a separate charitable project, of
course that’s fine.
Personally, I would suggest that you wait a few
months until you actually have some cash in the bank, are able to pay your
bills and have your cash warrior lines and savings well and truly under way, if
you haven’t already (see my Money Breakthrough Method® training!).
Because if you haven’t got that sussed, giving away your time for free will just be counter-productive – you need to spend all the time you can finding paying clients while you’re getting your own money sorted, THEN you’ll have the luxury of being able to help others.
If you’re looking for a proven method to turn your business results around, offering step-by-step guidance and support, so you can finally Charge What You’re Worth And Get It and build a life you are 100% in love with, check out my Ignite Mastermind & Coaching Programme at https://emmahague.leadpages.co/mastermind