[SAM CARVALHO]
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Welcome to the Marketing a Practice podcast with me, Sam Carvalho where you’ll discover everything you need to know about marketing and branding your business. To find out more about how I can help you brand new business visit www.practiceofthepractice.com/branding. And if you’d like to see some examples of my design work, be sure to follow me on Instagram at Samantha Carvalho Design. .

Hi there. Thanks so much for joining me today on the Marketing a Practice podcast. Today we have Nikki Nash joining us. Nikki is a Hay House author, marketing mentor, and founder of Market Your Genius, a training and development brand on a mission to equip entrepreneurs with the tools and resources they need to share and profit from their message. Her first book Market Your Genius debuts August, 2021. Known for empowering people to quit making excuses and start going after their dreams, Nikki uses her extensive marketing, business, and personal development background to help people build strong personal and professional relationships, position themselves as the go- to expert in their industry, multiply their sales, and grow their business through strategic storytelling.
[SAM]
Hi, Nikki, thanks so much for joining us today.
[NIKKI NASH]
Thank you so much for having me on the show.
[SAM]
So can you tell us a bit about your story and how you got to where you are now?
[NIKKI]
Yes. Well, I feel like so many entrepreneurs they have, and myself included a whole lot of a rollercoaster ride to get to where they are now. So I’ll just kind of touch upon some of the highlights. I’ve gone, throughout my career, before entrepreneurship, I worked in marketing and I kind of fell into that. And what really happened is I was an English major, I at that point in time wanted to be a journalist, I let mindset get in my way and fear get in my way and I didn’t go after being a television journalist and an anchor. I ultimately took a program to learn about journalism, but also the business side of media companies. And I ended up on the marketing side and I worked at InStyle Magazine and then travel and leisure magazine and I felt every kind of year, two years, three years that I needed to look for something else because it didn’t feel as though I was madly in love with my job or my career. ].

And there was nothing wrong with my jobs. Looking back, they were great. I just wasn’t fulfilled. And so it took me out a while and a lot of course correcting to realize that it wasn’t the job. It was me. And I in 2016, quit my head of marketing job at a tech startup to figure out what entrepreneurship was going to look like for me on my own. And I started a consulting practice, which kind of morphed into really focusing on working with women entrepreneurs, specifically those that are building personal brand businesses, so a lot of coaches, consultants, speakers, authors, and really helping them get in front of more people, build a business and a brand that is profitable and do very much what the nature of my business book and podcasts are called, which is Market Your Genius. And how do you market the magic that you bring to the world such that you are impacting others and driving sales for your business.
[SAM]
That’s awesome and so crazy because there’s so many similarities with my own story. I also wanted to go into journalism initially and I remember as part of kind of getting into the course part of the interview process was you had to go and sit at the head of this table where there were like 11 people seated around it, all firing questions at you. And it was literally one of the most stressful things I’ve ever done and realized then and there, that journalism was not for me. And then I also went into marketing in like the tech world and also didn’t really enjoy it and realized that my passion actually was design. So crazy the similarities. But something that you speak into is having five must haves for building a profitable business. Can you share with us what those are?
[NIKKI]
Yes and one of the things I just wanted to say before I answer that question is that it’s funny that neither of us went down the path of journalism yet we both now are podcasters, which is very much a form of journalism. So it’s like it’s just, it wasn’t the right form of journalism, we’ll say for us at that time.
[SAM]
Yes, absolutely.
[NIKKI]
But it’s interesting ,when I started helping entrepreneurs build their business, I started noticing some, I would say patterns in terms of what either derailed folks from focusing on what was really important to them, as well, as on the flip side, what were the things that allotted people, the opportunity to be incredibly successful. And the five things that really have helped people be successful fall under kind of, I have five Ps to make it easy to remember for me, and four others, but the first P and they’re not in any, necessarily in a specific order, but the first P is purpose and really having a clear purpose, not only for your business, but with everything that you do. So if even this, if I’m going to get on the phone or on a podcast and be like, “I’m going to hang out with Samantha,” like I need to have a purpose for doing that. Otherwise, if it’s not in alignment with my goals, for my business or with how I want to show up in the world, then it might not be something that I want to focus on. So it’s really having that clear sense of purpose.

And the next P is, or another P is really having a position in the marketplace, like, know your positioning, know who you are, what you stand for, what your brand is, the things that you’re not down with and that you stand against and really having that clarity. Because if you’re going to show up, especially people building personal brand businesses, if you’re going to show up as an expert in an industry, you need to know what you’re the expert on. Like, what are you uniquely qualified to talk about, to be the expert and how do you differentiate yourself from anybody else in the marketplace? And so really thinking strategically about how you’re going to position yourself in the market and stand out amongst a crowd of other people that may be doing similar things. It’s really like making sure you have that thought through.

And my one of my favorite Ps is profit because so often, and I was somebody who did this, I love creating content. I love being of value. I love supporting people. And if you’re not profitable or making you know, more money than you’re expending, then you may not be able to maintain. And by may not you, unless you have another fund or pool of money somewhere, you won’t be able to continue to do the work that you’re set out to do. And, oh, sorry, go ahead.
[SAM]
No, I was going to say, yes, that’s definitely going to be a problem.
[NIKKI]
Yes, especially when you are so deeply connected to your purpose. And it’s like, so heartbreaking for me to see people go, “I have this vision, I have this dream. I want to make this impact in the world and I’m struggling to do it because I can’t even pay my bills right now.” So I’m really about like, “Hey, you got to have a plan for being profitable and not just making money.” Because some people can make money and they can make good money. I’ve had people that were making multiple six figures as clients, and then we’re looking at their business and I’m like, “Yo, your profit is not, your profit margins are not where they should be. Like you’re spending too much in places that’s a bit unnecessary. “{So I really like to focus on profit more than just revenue for that reason.
[SAM]
I also like, so I know you mentioned the beginning that they’re not in any specific order, but I think it’s, I like the order that you’ve kind of mentioned because I think starting with purpose and position instead of kind of starting with profit, because I think if you had to kind of start with profit first, it’s also, you can be more likely to kind of run dry because if your heart’s not in it and if you’re not clear on what you’re doing and why you’re doing it you know, at some point the profit is going to run out because yes, it’s not something that you’re passionate about.
[NIKKI]
Absolutely. And outside of profit, there’s really only one other that is really important to start with. But the thing that I find interesting and why I sometimes say they’re not in order is because a lot of these are like circles. It’s like, you’re constantly reconnecting with your purpose and you’re constantly like figuring out your positioning in the marketplace. And maybe you say something and you say a message speaking somewhere and you’re like, “Oh my goodness, that landed really well with people. Let me tweak my messaging a little bit with this a little bit.” And so there are things that are important maybe at the beginning for some people, to add to your point to do in an order. But depending on where people are, they may realize that they have a deficit or a gap in a certain area. And it’s like, “Oh, you need to redo this area or go back here even if you have some other things in place.”
[SAM]
And I think that’s so important too, because I think that’s also often something that people forget about. They kind of lay the foundations and they think it’s going to be a one-time deal and they don’t realize that it is a continuous process like you say.
[NIKKI]
A hundred percent. And that actually ties really nicely with another P. So I’m going to do this one next, if it’s cool, which is performance and the reason why it connects so well is because what’s included in performance is mindset. So mindset, accountability, tracking and measuring your results. All of that falls into performance. And when it comes to mindset, that’s one of the biggest things that I realized it wasn’t a one and done thing. And I honestly believed early in my self development journey, I guess you can say, I really believed that if I had this limiting belief and then I did this workshop, or I did this training, or I saw this coach and we worked through it that I would never have that disempowering belief again. Like I thought it was just like, “Oh, okay, we’ve worked on it. It’s gone.” And then I was like, “Why does this pesky belief keep popping up? Didn’t I work on this? Didn’t we resolve this?” And that’s what I was like, “Oh, this is a recurring thing.”
[SAM]
Yes, got to keep working on it.
[NIKKI]
Yes. Oh my goodness. The last P stands for platform, which is a marketing term. Specifically we use it a lot in the book industry, which is building your audience. It’s building your community, your tribe, the raving fans, the group of people that can’t wait to hear from you, and that want to see what you’re up to, buy your products. You know, they’re huge fans of yours and so I’m really working on building those. And when you have that in place, when you have a really deep connection with what you’re doing, and you have the positioning in the marketplace and you figured out how you’re differentiating yourself and you’ve built a plan to become profitable, and you know that you’re going to test and validate everything that you do and constantly improve your performance and work on your mindset on a regular basis. And when you’re building your own prospect pool or group of people that could become your best clients and customers, when you have those five things in place, it’s like game changing for businesses.
[SAM]
That’s awesome. That’s five really good points. And if you are on the move while listening to this, we’ll definitely have those listed in the show notes. So I want to kind of round back to point number four, where you were speaking about mindset and kind of having to constantly go back to that. So what would you define as limitless thinking and how can people create a limit to those mindset?
[NIKKI]
Yes. So I have limitless tattooed on my wrist and it’s something that I have to look at on a daily, if not hourly and sometimes like the second type of basis, because I truly believe that we have the ability to create anything. And I’m talking like creating book deals, you know literally like people ask me how I got a book deal. And I’m like, “I manifested that. Like I told the universe that I was getting this book deal and then I put in the work that was necessary for me to submit my book proposal and all that. But I was like, hey universe, Hey House is picking up my book.” And I must have done it with really strong declaration and clarity and felt it in my soul and it was all aligned because it happened at a speed that’s very different than most like the normal.

But I believe anybody has that power. Anybody has that ability to create, but what ends up happening is so often we put limits around what’s possible for us. And we say, you know what like, and I did this for years. I’m telling you, I wanted to try to book when I was like a middle shooler. I’ve loved writing. I used to write poetry, I would enter a poetry contest, I used to write stories. I loved writing. And I told myself, “Oh my goodness, you can write a book later. You have nothing really to say. Who’s going to buy your book?” I want it to be an actress. “Oh my goodness. You’re going to, like being an actress, that’s not a career. Like you’re going to fail a million times.” I talked myself out of so much because I put limits on what was possible.

And when you limit less, like you spend less time limiting yourself and you spend more time just saying like, “How could I make this happen? Or what if this happened? Like, what would be a fun way to make this happen? Or why don’t I just try going for it?” And if it’s something that you want in your core that you don’t give up on it. There are, while the book deal happened really quickly. There are tons of things in my business that took way longer than I had initially targeted. But I was persistent. I said, “Yes, I maybe wanted this to happen year one or year two or year three.” But it happened to your five. You know things happened in year seven and you just have to keep going and keep focusing on it. And if it’s something you truly want, don’t let the fact that it hasn’t worked out yet, or any other limiting beliefs that may come up stop you.

It’s that you keep moving forward. And so when you’re trying to develop that limitless mindset, it really starts with a fundamental belief that anything is possible. And when you can truly believe that, and I’m not saying like, you tell yourself everything’s possible every day and then you hope that eventually you start believing what you’re saying. Like you really think through and come to a place where you say, “Hey, I believe that anything is possible for me or at least I believe that this thing that I want is possible for me,” and then you take actions without any sort of limitations. Like you can go for it. I was speaking to a friend of mine. I was being interviewed on her podcast and she was like, “Yes. So I DM Michelle Obama on a regular basis asking her if she wants to be a guest on my podcast.” Legit. She’s like, “I don’t get responses, but I figured I’m just going to keep trying and maybe one day she will go, you know what? I’m down.” That is limitless thinking. I’m like, “Oh, like you really?” I was like, “Oh my goodness. I want to DM somebody.”
[SAM]
That’s amazing. And it’s so crazy because I was actually just listening to a podcast earlier in the day, which is sitting on a similar topic. And they were just talking about the power of words and the power of language and how self-talk is obviously the most amount of talk we actually doing, because we’re constantly, obviously talking to ourselves in our head and how 90% apparently of human thoughts are actually negative and 95% of thoughts are recurring. And so how, as you were saying, when you were talking how you wanted to be an actress, but then you started thinking these negative thoughts and how those thoughts just kept recurring, you kind of get stuck in this negative pattern that prevents you from, as you said, that leads to a limited way of thinking. So I think it all starts with that positive self-talk. And as you said, thinking from the very beginning that it’s limitless and that you can do anything.
[NIKKI]
Yes. And what I found is that changing your beliefs and your patterns and even habits, there will be somebody that tells you like, “This is the way.” But what I found is that, like, there may be tactics or like habits or things that you need to develop that are just better for you. And I had a really hard time meditating for a long time because I had a belief about meditation. And so the whole time I was meditating, I’m like, “Oh my gosh, I’m doing this wrong. Why can’t I do it? This sucks. Brain stop thinking, stop thinking. Why are you still thinking, oh my goodness stuff thinking.” So I had to find other ways to kind of calm myself down, center myself, and find ways that worked for me. And it doesn’t mean that I stopped trying to meditate. In fact, I think that’s normal for a lot of people or common for a lot of people to have that kind of frustration at the beginning, but I had to keep trying different things.

And when you have a commitment to changing those, as you said, 90% of thoughts that are negative and that you’ve listened to 95% of the time, when you have a commitment to just changing them and figuring out the way that’s going to work for you, then you can start making movement in it and seeing momentum. And I love Joe Dispenza who really has, his books and trainings have helped me, but somebody else may go, “Yo Joe Dispenza doesn’t work for me.” And that’s cool. So you kind of have to find the source of training and development that works for you.
[SAM]
Absolutely. So kind of circling back to Market Your Genius and obviously your area of expertise, which is marketing, one of the things that you kind of go by is that you say marketing is just like dating. So can you speak a bit more into that?
[NIKKI]
Yes, so I think so often people go into marketing, whether it’s their brand, their business, their podcasts, their house. Oftentimes people forget that you’re just presenting an opportunity to another human being, to somebody else. And it’s no different than dating where you’re essentially saying, “Hey, we are trying to figure out if being together is a good idea, if we both want the same things, if we even want to be in a committed relationship.” And that’s what the journey of dating is all about and that journey is very similar when you’re looking to sell a product or a service. So there are certain stages or parts of dating, like distinguishable time periods in dating that are very much the same in marketing. And it starts with usually the person who’s doing the marketing or the searching and it’s, “Hey, what the heck am I looking for?”

You know, “What am I looking for in a partner? What are you looking for in an ideal client or customer? You know, what are you looking, what is somebody looking for in a solution to their problem?” Everybody kind of starts with, what the heck am I looking for? What is it that I want? And then as a marketer, you go, “Okay, well, where am I going to find this person?” You know, right now a lot of people are going, “All right, which dating app do I want to use based off of whether it’s reputation of the type of person I’m going to meet on there?” And you want to ask yourself, “Okay, well, where are the people that I want in my community, that I want to buy my product or service? Where are they spending their time? Where are they hanging out? What habits do they have?”

And then you can start figuring out, “Okay, I know where they are. What are the one or two places that I want to consistently show up on so that I can have that opportunity to meet them?” And once you meet them, how do you capture their attention? And when you have their attention, how do you spark a conversation? You know, it’s just like, if you picture literally like the different elements of dating you can see the same things happening in business. It’s okay, we’ve found each other. We started talking. All right, well let’s exchange contact information. Let’s take this conversing to another level. Okay. Well, we want to go on a first date. What is that first state experience going to be like?” For some people it could be, “Hey, you just got my freebie.”

It could be a podcast listening to that first episode. It could be a webinar, it could be a challenge, it could be a lot of different things, depending on what’s right for your business. But what is that first like real experience like, “Hey, we’re really going to get to know each other right now.” And then what’s the next date, and what are the dates after that before you metaphorically propose, before you say, “Hey, do you want to work together?” Yes, no. And you kind of go from there. And I think that when people can take a step back and go, “Oh, okay, I’m really just creating a pathway to that proposal.” You know, it can take a lot of the, “Oh my goodness I posted once online and nobody said yes,” out of the picture, because essentially what you did is you walked up to somebody and said, “Hey, want to get married?” And maybe that may work for some of your clients and customers, but it may not and it will more likely not work for the majority of people. So really thinking through what is that just like dating pathway that you can create for your business?
[SAM]
I think that’s a really interesting way to look at it. And I know that Joe Sanok over at Practice of the Practice, who we’re kind of affiliated with, the way he kind of looks at it is through a know, like, and trust funnel. And it’s a similar sort of concept in that. You know, when you’re first engaging with a customer, you’re obviously just making them aware of you. So they’re coming to know of you then if they continue to engage with you they obviously like you, but then it’s gaining their trust to actually like commit to you. So I think it’s kind of an interesting way to look at it, as you say, as a dating relationship, because then it’s also, you’re kind of in it for the long-term and it’s not just, as you said, it’s not just like a one-time thing.

A hundred percent. And the only thing I usually like to ask if somebody, oh not ask add, if somebody says, you know following and trust methodology is that it’s, yes, those are true to a certain extent, but at the end of the day, you need to give everybody, like your prospective clients and customers, what they need to be able to powerfully choose to work with you or not, or to buy from you or not. And sometimes I feel like when people think about knowing you, liking you, and trusting you, that element can sometimes be missing because it’s like I could trust someone or somebody could trust me, but they may not know if I can actually solve their problem or believe I can solve their problem. They may just like trust my opinion or just that I know something, but they have to really believe that investing in your product or service is actually going to make a difference for them, is actually going to solve their problem. And so that’s like the one piece I like to add on to know, like, and trust for a lot of folks so that they, people are going into it going, “Okay. I gave them all the information, but okay, they have a limiting belief and I didn’t address that because they may trust me, but they have a limiting belief and I never addressed it and they need that addressed before they can powerfully choose to buy from me or not.”
[SAM]
That’s really good. so kind of in line with that, what types of content would you suggest that entrepreneurs create if they want to build their brand and their audience?
[NIKKI]
So there are different types of content that you’ll want to create, but one of the things that I really encourage people to invest in, especially if you’re selling your personal brand, whether it’s a digital product or a service-based product, but if you are a spokesperson for a business or you are the brand that the people are buying, essentially your intellectual property, I really encourage folks to create what I call a weekly show piece of content as one of their pieces. That weekly show is something that could honestly be daily if you want it to or weekly, but it’s something that you show up and do consistently. When I first started my business, I went live, I did Facebook Live consistently. Today I have, I mean, I still go live, but my main weekly show and what I drive people to is my podcast.

And I do that regularly and for some people it’s like, “Oh, okay, the podcast can come out once a week. It could come out twice a week. You could have one come out every day.” It’s really more about something that is going to be consistent and that people will see at least, or have the opportunity to see at least once a week. And what’s so cool is when you have that piece of content, that piece of content can really help you create everything else. You know, you have to email your list. All right, well, give them a couple of tips that were in the podcast and then drive them to the podcast or tell them what they’re going to get when they listen to the podcast. So it could be, “Hey, I have that email that’s driving, like traffic driving content, content, that’s essentially driving people straight to your weekly show.
[SAM]
And then you can have micro content, which is content that stands alone, but is a tip or a snippet or a section of your long form piece of content. And so that could be a video clip that you put on Instagram. It could be a reels that you do that recaps what you did. It could be a quote card, it could be an image that is really captivating with a long copy next to it. It could be a lot of those things and for a lot of people you could actually, if you’re thinking, “Oh my goodness, how am I going to create all this content?” Honestly, if you start with having a weekly show, you can create so much in that. Even simply, I did a podcast, you transcribe it, you add in some headers and maybe cut out some words, you have a blog post too. Or you do a video that I have audio, and I can transcribe it. You can create one piece of content and turn it into so many pieces of content that will, can live on whatever platform or platforms you decide to market. And that’s really the type of content I believe people should create, you know that long-form weekly show and then traffic driving content that specifically drives to that show and then micro content that promotes it, but can live as a piece of content on its own.
[SAM]
So I really liked the idea of that weekly show, because I think specifically with private practice owners, obviously it is a very personal kind of thing. And a lot of the times, especially when it’s a sole private practice, it is all about the therapist. So I think I really liked that idea of them putting themselves out there on a weekly basis allowing people to get to know them, to kind of see the person behind the brand. And then yes, I mean, I’ve heard this kind of tip before, but I think it’s great in terms of re-purposing that content in a variety of ways. And for those listening, I know a lot of you might be thinking you don’t necessarily have the time for this, and that’s where a virtual assistant can come into it as well. And you can be paying you know, instead of giving up your time to do it, which as you said, won’t even amount to that much just because you’re repurposing the same content, but it may be worth it to look into getting a virtual assistant who can kind of do that on a weekly basis. And then it also just becomes a nice flow in terms of you kind of doing it, but then the virtual assistant kind of taking over and creating the rest of that content.
[NIKKI]
Yes. And there are so many creative ways to make this easy and simple. I’ll oftentimes just interview people. Like you can interview people or have somebody interview you, have a new person interview you every week and record it, or you interview another person and record it. I have a, and I can actually make this something that I offer people, I have something that I created, which is 101 content prompts. And they’re literally just questions or things that you can ask yourself before you create a piece, a long form piece of content. And the reason why I give you so many is because you, for most of them, you can find one of those prompts and you ask yourself that question every day or every week and have a new answer.

And then you can create a whole slew of pieces of content. And the long form content doesn’t need to be like an hour long. You know, give yourself 20 minutes, 15 minutes, 30 minutes, whatever’s going to be right for you and choose the platform that you show up best on. You know, if you’re great at video do video, if video is not your jam audio. People love audio. Write a blog post if you love writing. You can choose the one thing that works really well for you and then to your point, have a virtual assistant chop it up and put it on one social media platform. And there are tools to make it easy. It’s now easier than ever to have zero editing or design skills and to create snippets, social media content..
[SAM]
So where can people get hold of the 101 content prompts?
[NIKKI]
That is a great question. I am going to make sure that it’s on. If you go to nikkinash.co/101, I’ll make sure that you can access it there.
[SAM]
Awesome. Thanks so much. And you’re obviously spoiling us today because I do believe that you’ve had another free gift in mind for the audience. Do you want to tell us about that?
[NIKKI]
I did and I do. I love spoiling people, but I was like, “Oh my goodness, you need the content prompts if you’re stuck, but I have a masterclass and it’s all about how you can create a consistent flow of dream clients for your practice for your business. And so if you go to freemarketingbootcamp.com, you can access that free workshop as well. And I occasionally do them live but you’ll also get the on-demand recording if a live one isn’t coming up so that you can watch it at any time.
[SAM]
Awesome. Thanks so much for that. And again, all those links will be available in the show notes. So Nikki, if people wanted to get ahold of you to work with you, what’s the best way for them to do that?
[NIKKI]
Honestly, the best way would be to sign up for either the free marketing bootcamp or the content prompt, whatever makes the most sense for you. Because you’ll get access to me. Like I’ll send you an email, it’s set up automatically, but that is my email address. So if you replied or wrote back, you’d have a way to connect with me.
[SAM]
Awesome. And if every private practice owner in the world are listening right now, what would you want them to know?
[NIKKI]
I would want them to know that it doesn’t need to be complicated. My grandmother used to say kiss, which stands for keep it simple, stupid, but in my business we have, it stands for keep it simple sister or keep it simple, sir. And it’s just keep it simple. You can actually create a lot of momentum in your business, keeping it simple. And I have some clients where I’ve literally just helped them create a weekly show and one like a lead magnet or a way to get people into their prospect pool or on their email list. And we just set up some things automatically and we keep it super simple. So keep it simple. It does not need to be complicated.
[SAM]
Amazing. Thank you so much for all the great tips you’ve shared with us today and for being on the Marketing a Practice podcast.
[NIKKI]
Thank you so much for having me.
[SAM]
Once again, thank you so much to Therapy Notes for sponsoring this show. It makes notes, billing, scheduling, and tele-health a whole lot easier. And if you’re coming from another EHR, they make the transition really easy. Therapy Notes will input your client’s demographic data free of charge during your trial so you can get going right away. Use the promo code, [JOE], that’s [J O E] to get two free months to try out Therapy Notes for free.

Thanks for listening to the Marketing a Practice podcast. If you need help with branding your business, whether it be a new logo, rebrand, or you simply want some print flyer designed head on over to www.practiceofthepractice.com/branding. And if you’d like to see some examples of my design work, be sure to follow me on Instagram at Samantha Carvalho Design. Finally, please subscribe, rate, and review this podcast on iTunes if you like what you’ve heard. Talk to you soon.

Marketing a Practice podcast is part of the Practice of the Practice podcast network, a network of podcasts seeking to help you market and grow your business and yourself. To hear other podcasts like Beta Male Revolution, Empowered and Unapologetic, Imperfect Thriving, or Faith in Practice, go to practiceofthepractice.com/network.

This podcast is designed to provide accurate and authoritative information in regards to the subject matter covered. It is given with the understanding that neither the host, the publisher, or the guests are rendering legal, accounting, clinical, or any other professional information. If you want a to professional, you should find one.