57. Stop Copying Other People's Marketing: How to Stand Out as an Online Service Provider with Abbie Radford

In this episode of Soulpreneur Scaling Stories, I’m joined by Abbie Radford, a messaging and positioning expert who helps women entrepreneurs stand out as the top choice in their industries. Abbie shares her journey from corporate marketing to building her own business, where she empowers service providers to clarify their message, streamline their offers, and confidently express their unique value. 

We dive into why positioning is crucial for virtual assistants, OBMs, and service providers looking to scale. Abbie breaks down the power of niching, how to avoid blending in, and why standing firm in your values creates a business that feels aligned. Whether you’re struggling to articulate what makes you different or feeling stuck in a sea of competition, this episode offers actionable insights to help you shine. 

Abbie also opens up about the challenges of staying true to your message in a noisy market and how simplifying her own business led to greater clarity and success. If you’re ready to own your expertise and build a brand that resonates deeply with your ideal clients, you won’t want to miss this conversation. 

Key Points Covered:
✨ The importance of messaging and positioning for service providers
✨ How niching down helps you stand out in a crowded market
✨ Building a values-driven business for sustainable growth

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Transcript

[00:00:00] Andrea Elibero: Andrea here, your host and passionate business coach and scaling strategist for Soulful Service Providers and Coaches. Welcome to another episode of Soulpreneur Scaling Stories. Have you ever wanted to look behind the curtain of your fellow entrepreneur's business to see what actually went into scaling it?

[00:00:22] Well, you are in for a treat because that's exactly what we are doing here. In each episode, we will be uncovering the truth behind the lessons and the stories behind what it truly takes for sole preneurs to scale their businesses intentionally. I'm hoping that their stories will help you to unlock the true potential of your business so you can create your own soulful, abundant and aligned laptop lifestyle through intentional scaling.

[00:00:46] So whether you're just starting out on your scaling journey or you're a seasoned entrepreneur seeking inspiration, this episode has something incredible in store for you. Are you ready to rise, grow and create? Create a business that fully supports your dream life. Well, let's [00:01:00] dive in before we begin.

[00:01:02] Make sure to hit that subscribe buttons. You never miss an empowering episode filled with real stories and soulful insights.

[00:01:11] Hey, welcome to a Soulpreneur Scaling Stories. I am so excited to be here with Abby Bradford, who is a messaging and positioning expert. Hello, Abby, how are you?

[00:01:24] Abbie Radford: I'm good. Thank you. Thank you so much for having me on.

[00:01:26] Andrea Elibero: I'm super excited to chat with you. So in our little

[00:01:30] chat before we started recording, we were talking about positioning. So can you please tell us what it is exactly that you do and what you help people with?

[00:01:41] Abbie Radford: Yeah. Amazing. So I have women really become top choice for what they do. So being really clear in what their message is and streamlining their offers so that they can really do the work that they are here to do. Like I help people become top choice, but on a deeper level, I help people really express the work that they want to be doing so that the people that they [00:02:00] want inside their office can see that

[00:02:01] Andrea Elibero: I love how you put that, how you help them to express the work that they're doing, because that really resonates with me, because I'll say that this is an area for myself personally, that I'm like, Oh, yes, like, like, I needed some outside help in order to really nail that down. Because it can be along with, of course, everything in business, right?

[00:02:18] When you're in the bubble, it can be hard to, to figure this out within the bubble. And it takes somebody from outside to be like, Oh, obviously, this is what you do. And you're like, Oh, yes, obviously, that's what I do, right?

[00:02:29] Abbie Radford: we're so close to it. And I think as well, like Um, you know, the reason that I started my business is because I found it so hard to express myself. And I think that so many of us like learn how to do things a certain way. And we think we have to tick box and check all these things that we become so diluted away from actually our opinions, our voice, which is actually the thing that's going to help you stand out.

[00:02:48] And so a lot of the time, the work that I do with clients is just having a conversation without feeling like they need to put it into marketing jargon, like it's literally like. What are you doing for clients? What are you really great at and how is it different?[00:03:00] 

[00:03:00] Andrea Elibero: It's so simple when you're doing it with somebody else, right? It's just amazing how it helps so much just to talk it out and talk it out without overthinking, you know? Because I think that's what happens as well is that people overthink so much about what is it that I do and how can I make it sound so cool and different and unique?

[00:03:17] Abbie Radford: Yeah. And really you're not reinventing the wheel, you know, like you don't need to have some like big thing. And I think, um, what I have a lot of clients do is really like become up with like a concept. Like what do they want to be known for? Not just a result that they get for clients because the reality is they can go to a lot of people for that result.

[00:03:33] It needs to be clear how you help them do that.

[00:03:35] Andrea Elibero: I love that. I love that. So can we dive in a little bit? We'll come back to this in a second, but into your business journey, because it's been pretty interesting. So can you go into that a bit? And so how did you get into this in the first place? Okay,

[00:03:55] Abbie Radford: I did a master's in marketing, and then I went down the marketing corporate ladder, or went [00:04:00] up the marketing corporate ladder, should I say, and I had a lot of different jobs in marketing. So they were all a lot of startups, which obviously is very transferable for what I do now, really helping people with creative ideas, a lot of strategy.

[00:04:13] And while I was very good at that. And I was like, you know, moving myself up there, what was happening was every time I'd get a new job, I would feel excited by the pay rise and like the prospect of doing something new. And then like six months down the line, I'd be like, isn't feeling good. And I actually thought, I was like, why am I so unhappy when like everyone else around me seems to be, you know, progressing, getting promoted and they feel really happy.

[00:04:37] And I'm just like, This isn't it, like this isn't what I should be doing, but I didn't know what that was. And so I found myself, you know, like most people do in their twenties feeling super lost. And I was really like, you're not really able to make change in a corporate environment. I feel like I got very, very annoyed with trying to.

[00:04:55] Change, like I wanted change and it wasn't happening. So I then [00:05:00] was like, I always wanted to work for myself. My dad's self employed and I just always was like, I really want to be doing this for other people. And originally I was going to start my business doing done for you services. So my background is in like branding and marketing.

[00:05:10] So design things, I created a, an ebook for an influencer. I thought that was the route that I was going to go down. And I started doing that, um, alongside my full time job that I was working as a marketing manager at the time. COVID hit and I was like. This is the perfect time to start, start a business.

[00:05:26] And so I did what most people do when they want to start a business is get a dog. So I got a dog and, um, I was like, I'm not going back to the office. This dog is not, you know, it can't go into the office with me. So I'm going to make this work.

[00:05:38] Andrea Elibero: this is the most Beautiful reason that I have ever heard that somebody who said no This is why I'm going to stay home and work for myself because I have a dog Okay, like I can relate I have I have two boys and two dogs and they're one of them is sitting next to me right now So, but I've never heard anybody say that and I find it so endearing.

[00:05:56] I love it. Okay good

[00:05:58] Abbie Radford: I remember I had a, I had a [00:06:00] random coaching call with someone. It was my first ever coaching call. I remember being like one of my resist, like my, um,

[00:06:05] reasons why I didn't want to start a business was that I was scared I'd be lonely and she was like, I'll get a dog. And I was like, why haven't I thought about this?

[00:06:10] Get a dog. Of course. Um, and so I got a dog. Um, and then I kind of was. You know, I didn't really start my business then I wasn't showing up. I wasn't doing anything. And at that time I was just sharing social media tips because for me, Instagram felt really easy. I knew what to do. I knew marketing, I knew strategy.

[00:06:27] I was like helping people with lots of different things. So I was like here, there, and everywhere with lots of different tips. And to be honest, I got attraction. Like I built my audience before I even started thinking about what I was going to, you know, give

[00:06:37] Andrea Elibero: And was this very strategic on your end, or really this was like, you know what? I don't know what's happening, so I'm just going to show up and do my thing and play around with it. So I'm curious what the motivation behind that was.

[00:06:48] Abbie Radford: I would say, I wish I was going to say it's strategic, but it wasn't, it was like,

[00:06:52] Andrea Elibero: Mm-Hmm?

[00:06:53] Abbie Radford: you know, I didn't know. I really came from a place of like, I've got this information. Let me just share while I kind of figure out what I'm doing. [00:07:00] Um, and so that was around, I was probably sharing on my Instagram for like four months before even having anything that I really helped anyone with, took people through like a beta, like helping them really kind of get set up and I would say I officially launched my business in September, 2020.

[00:07:15] And I went all in on being like the queen of niching. So what I'd realized I was really struggling to decide how I help and what I do and really package what I'm really great at and who I wanted to work with into offers and messaging that landed. And so I did that for myself and then I did that for other people and I quickly became booked out.

[00:07:33] You know, I was booked out within six months. I was still working full time at the time. So it was very, very hectic. And I remember being like, Oh my gosh, like this is, you know, the real deal. Like this is. You know, and I would say the second year was me kind of like, okay, what can I do? I need to do a great program.

[00:07:51] I need to do this. I need to do that. Like, let me do more, more, more, more, more.

[00:07:54] Andrea Elibero: Ah, this is interesting, right? Because is it because you felt the pressure or like you're like, Oh, all these other people are doing [00:08:00] more or where did that come from? This need of, Oh, I need to do more. I need to do more.

[00:08:05] Abbie Radford: I think I was like, it felt really annoying to be so capped. Cause I was like, I don't, I felt, I didn't feel safe to leave my job, but I also was having to turn people away. And I was like, this is, this is not good for business. Um, and I was like, I really, I loved, I love doing this work because I feel like if you are having, if you have your business and you're not working with clients. It's just a waste, right, of everything that you're doing. And so I wanted to help more people. And so I launched a group program. I was still working full time. And then I have this beautiful story that I will, I'll give you the condensed version where in January, I wrote down 8th of April, I'm going to be working two days a week for someone else while I work on my business.

[00:08:46] An old employer reached out to me on the 8th of April on LinkedIn and offered me a consultancy role as a marketing manager for a year for two days a week. And I was like, this is the sign. [00:09:00] This is the sign to take the leap. Um, And, you know, at this point it sounds all sunshine and rainbows. I'm obviously sharing, you know, what that looks like.

[00:09:08] But like the reality was, you know, I was working evenings and weekends. My job was like quite long, like long hours as it was. So I was doing everything. I was over delivering. I was, you know, it felt so much pressure to get people the results. I wanted this to work so badly. And I was like throwing all my money at, you know, investing and moving forward.

[00:09:26] So while obviously the results were there, it was very, very difficult. It felt like a slog and that's why I was so like, this isn't, you know, I've made it and you know, I think anyone that's ever had results in their business knows there's always that fear that it's also going to just all go away and then you're going to be left with, you know, at this point, anything that I was earning, I had the privilege of being able to invest back into my business, whereas like, you know, if I was having to pay my mortgage out of that.

[00:09:50] It's a little bit more pressure.

[00:09:52] Andrea Elibero: So did you feel then, is that why you stayed at your job? Because you're like, okay, I want this financial security. Even though I am successful at my business, [00:10:00] things are going well, there's still this pull of, ooh, this is, you know, like, let me have this safety net.

[00:10:06] Abbie Radford: yeah, I think there was a few reasons why I stayed because I didn't feel really comfortable from going from a full time job to nothing. Um, you know, I worked, you know, I was a marketing manager. I was quite, I worked in London. I was well paid. It wasn't like, you know, I was leaving a job where. I wasn't being paid very much and it was matching my salary.

[00:10:26] You know, I, I was on a good salary. So to walk away from that, I had a lifestyle that I was living that lived that way. And I think a lot of people are talking about like living a minimalist lifestyle and stuff, but like, I already had a lifestyle that I had to afford. And so I had a mortgage to pay. I had, you know, the things that I usually would pay with that salary.

[00:10:42] And so. And I, and I also, I live with my husband, you know, I couldn't just decide to be like, we need to sell the house and, you know, reduce our expenses. So that for me didn't feel safe to do so. And so when I got offered this contract job that was actually paying more than my full time job in three days a week, cause the consultant, you [00:11:00] get so much more money.

[00:11:01] So it was a no brainer switch for me, to be honest. Um, but the thing is with that is that if anyone's ever started a new job, you'll know that. It takes a lot of time, like, even though it was an old company that I worked for, you know, it wasn't the same. And so I also got married, so that took a lot of my energy.

[00:11:17] So I would say my business kind of dipped then because. I felt like I had diluted a little bit. I had gone through all these different changes. I was so overwhelmed. It got, it would, it burnt me out so much from working all that time. I think when you then have space, you almost, it's like when you take a break at Christmas and you've been working, working, working, you take that break and you're like, I just need a

[00:11:36] Andrea Elibero: Well, yeah, because for so for me when I started my business I was working clinical trials research as a nurse and I started as a virtual assistant because I said I don't know like let me get my foot in the door and start in this way and I had the goal of I'm quitting my job in five months. I'm replacing this income and we're doing And that was just five months, right, where I was working insane.

[00:11:58] It was when I wasn't at [00:12:00] work, I was at home working. And you were doing this for, it sounds like, at least a year, a year and a half, two years and I don't know how, I mean, that's a lot. I don't know how you balanced all of that for so long. Mm

[00:12:12] Abbie Radford: Yeah, and it's really interesting because I feel like there's a whole movement now around like freedom based business and a lot of people who have hustled in the beginning now saying that they have a freedom based business. And I, I'm so in two minds about this conversation because I feel like it's very easy for me now to say.

[00:12:28] Now that I've learned, now that I've built an audience, now that I've done all these things, of course it's easier for me to say, you know, work less because, and it's easier for them to say work less because they have an audience, they have proven strategies, they have all these testimonials, and I think that, you know, if someone had said that to me at the beginning, I needed to, like, pay my dues, I needed to do that work,

[00:12:45] Andrea Elibero: Well, I mean, right, you have to have the hustle at the beginning, especially because One, you don't know anything, right? Two, you have to build all of the things. It takes a lot of work to build up even just the back end things that you need in order to launch this group program, in order to have your offer, [00:13:00] you know, in order to get all the messaging done.

[00:13:01] And then in order to have the audience and build up the audience, have people wanting to buy it. So, uh, so yes, it definitely takes, like, you have to put in the work and there are seasons of more time, less time, you know, and I feel like at the same time, when I don't think how I want to say this. I feel like it is possible to do it in Maybe like a simpler way or in a way You know when you have guidance of what's of somebody guidance from somebody who knows, you know, who's been there I'm, like, oh, yes, I tried xyz this this this, you know, and And you can kind of cut that road a bit shorter at least but there's no way that you can start from zero And just work four hours a week and you know sit on the beach, you know having your mocktail and And building up this amazing business.

[00:13:47] I don't think that that's realistic Right, like you have to put in the time and then get to the place where it becomes simple

[00:13:53] Abbie Radford: Yeah, a hundred percent. And I think that this is what annoys me about some marketing because I think it's giving people like this false, [00:14:00] like, you know, story that they can, then they go in, invest all this money, try and do all these things and they don't get the results. And it's like the long game is this is the quick game in the end of the day.

[00:14:09] Like, you know, really building an audience, setting your foundations, like. Actually serving clients. And, you know, I've done free calls. I've done, you know, low ticket programs. I've done all of these things that I wouldn't have the credibility that I do now, unless I did those. Like I'm never afraid to go and do free market research calls or do whatever.

[00:14:28] Because I think that, you know, you learn so much from that. And I don't think, I think if you always act like a beginner in that way and don't ever think that you're. You know, too far along to do certain things. It's that's, what's going to allow you to keep moving forwards rather than getting stuck in a place that, you know, people think it's a big flex about no sales cause for me, like, I want to know that someone that I'm going to be working with closely is not a red flag client as

[00:14:51] Andrea Elibero: I made a face. I know I made a face when you said that I was like, but I wanted to like I'm I work deeply with my people I want to meet them and make sure that we vibe like no, like I [00:15:00] want to have a sales call and how do I know that I'm going to serve them the best that I can if I don't actually talk to them, you know that they're actually a good fit.

[00:15:07] So, so yeah, but yes, I'm with you on that. That's why I made the face. But it was the thing also that you said that I really enjoyed is that. that I really appreciate is that you said that, you know, always think like a beginner and not be afraid to go and like, I'm going to do some more market research calls.

[00:15:25] And you know, I'm going to dig into this more and not almost have this ego of like, I know what I'm doing now. Like I don't need any of this. Right. Cause things are always also always shifting and changing. And so it is really important to be flexible at the same time to shift and grow and, and not get kind of too big for your britches, you know, in that way.

[00:15:47] Abbie Radford: I would say like one of the things that, you know, I help people niche down, you know, there was a time in my business where I diluted my message. So when I was talking about then, when I was doing all of those things and I was doing more, I also thought I need to, [00:16:00] I need to offer more. Like I need to be, you know, I, I would notice that like, it wasn't just this, that I needed to be doing with clients.

[00:16:06] And it wasn't just the positioning that I was working on with clients. You know, there's loads of things that we go on that, that happens inside Voxel with clients. You know, we talk about all different things around, you know, sales strategy, around content strategy, around all these different things. And so I was like, let me tell everyone else about all these other things that I do.

[00:16:21] And that was, I would say was the biggest. Like blocker and like place of stagnancy that I got caught in because I started to then lose traction, I started to question myself. I started to then, I think most people can relate to this, but in 2022, I feel like we saw a rise of like mean girl marketing, a lot of, you know, Um, using just money in their marketing to sell.

[00:16:48] And it's such an interesting conversation because I feel like if I spoke more about money, I'd probably make more sales. And if I spoke more in a way that's this, these people that are being, you know, drawn in [00:17:00] to lift of marketing and, you know, not like the way that you should really, in my opinion, be selling to people, you know, you, what you're doing is not only attracting people that are. Not the right clients cause they want the result, but they don't know how they're going to get the, they're not going to do the work to get it. And then also you're going to feel like you lose your soul. Like you lose your, the, who you are. And that happened to me at the end of 2022 when I was like, I need, in order to be more successful, I need to be like these other leaders that I'm seeing doing this.

[00:17:32] And that was just so misaligned. And I felt honestly, like so wrong. Annoyed that I had stepped away from what I was doing. And there's a part of my messaging where I worked with someone and it was all around building 5k recurring months. And like, obviously while everyone, you know, it's something that a lot of people want to do, it got so misaligned.

[00:17:53] And for like a three month period, I was sharing content. And I remember like being like, I freaking hate this. It feels like the same. I'm [00:18:00] saying the same thing. every single day. I hate it. I wasn't making any sales. Of course I wasn't because I hated it. And so like that for me was a real turning point where I was like, what am I doing?

[00:18:10] Like, I'm moving away from what was working. I'm moving away from who I was. And so fast forward to 2023 was like, we're not doing that again. Like we're not doing that again. And like, that's when we. The stripping back also felt pregnant last year. Um, and so that was like another wake up call, like we need to streamline cause I'm giving birth in December and I'm not spending another year, not being myself and not doing, you know, not feeling and doing the things that I want to be doing.

[00:18:36] And so 2023 was really about stripping back, streamlining, specializing again, back to what I was here to do and what I'm really great at. And then this year has been really around kind of, you know, I have been almost like rebuilding to talk to, like, I wanted to revamp my product suite based on like how I personally have evolved.

[00:18:55] Like we obviously all go through, um, [00:19:00] iterations of our business and evolutions of ourselves. And obviously becoming a mother is quite a big evolution. And so my business has completely shifted. Um, and so that's kind of what this year is about is really. You know, really just staying in my lane, just focusing on the things that I want to be doing and just like saying, I don't want to be like everyone else in this industry.

[00:19:21] I'm going to do things my way. I'm going to serve my people. And you know, if anyone wants to come along for the ride, then amazing. There's room for everyone at the top. It's not this, you know, there's a certain side of the internet where it's very much, you know, you spend money, you make money, you spend money, you make money.

[00:19:33] You have to be like other people in order to win. I don't align with that. Like, it's not, it's not where I want to be.

[00:19:40] Andrea Elibero: And there are so many, so many things, right, that I want to return to because there's a lot in there that, okay, so first of all, I think it is such an important lesson for people listening that. Not to get swept up in other people's messaging. And so I do the same thing like I come with you I'm like, I don't really love to talk about money wins [00:20:00] like who cares how much money I make, you know Like I like I don't I don't care.

[00:20:03] Like, like, because I'm tired of looking at that, you know, I'm like, I don't care. Also, because I know what happens at the back end. I know that when somebody says, Oh, I, this launch was this much that they also don't tell you about, Oh, but I also have these team members. And I also spent this much in ads.

[00:20:17] And from that money, I, I made this, you know, a much smaller amount or things like this. So I know that this is, That, that this happens because as an OBM, I see the back end of all of these things and right, like on the one side and for me personally, it doesn't feel great. It doesn't build trust on my end.

[00:20:34] So I'm like, you know what? I'm not going to do that. Like, yeah, sure. I'll mention it. It'll be there. Because like people, you know, it's woven in, but it's not the main thing. The main thing because right like it doesn't feel aligned, but it is a struggle right to be like, Oh, all these people are talking about this and they seem to be making sales.

[00:20:48] So what if I talked about this? Could I be doing so much better? You know, so so like there's a pull there.

[00:20:54] Abbie Radford: Yeah, a hundred percent. And it's like that, what's that thing where like people can, I can't remember what the name of [00:21:00] the thing is that you can like sell pictures of your feet online and stuff. And you can literally, it's like, because people are making a lot of money doing that, but you'd literally not be not what you wanted to do.

[00:21:09] And like, I'm in agreement with you. I, I, it's not like I never mentioned money. I just think it shouldn't be the only thing that you have clients with, because you have a lot of people coming to you that only care about the money for one. And two, I just think, you know. It's more than that. If you can use the money and talk about that.

[00:21:25] And I think it's also really important that it's, it's really hard. It was really hard for me to be able to speak about money and feel comfortable about doing that. And I think that's quite common for women. So I don't, I'm not against people, you know, women speaking about money because, you know, it's always, you know, in, in books and films, it's always the woman that's successful.

[00:21:43] And that has a lot of money as the, you know, the horrible person. And I think we, I want to have role models that, you know, model. You know, being wealthy and being a good person and being able to earn a lot of money and being able to be a really good service provider. But I think that when it is different is when, you know, [00:22:00] it's not transparent, it's not, you know, It's not, you are earning, you know, 10 K months, but your outgoings are eight k.

[00:22:07] 'cause you know, you, you might as well be earning three K months without goings of one K. You know, it's, it's, it's around what you, what's transparent and like, you know, my client went from X to X. Okay, but what do they do to get there? I think that as long as it's transparent and you know, people know, then I think it can be used in a really positive way and it can really be able to like benchmark, you know, who you are wanting to work with.

[00:22:27] You know, not someone coming in and thinking they're gonna make 20 K months immediately. You know, it helps with that, but I think absolutely it needs to be transparent. A

[00:22:34] Andrea Elibero: Yeah, such a good point. Such a good point. And the other thing too is that kind of along those same lines when when you were telling your story when you were talking was this Like, oh, this doesn't feel good. And then that energy comes through Right of oh, I'm posting this I'm doing what I quote unquote should because I feel like a lot of people especially When my maybe they're newer or there's they're kind of shifting what they're doing and getting more comfortable or like marketing [00:23:00] more Let's say, you know as a done for you service provider You don't necessarily if you have long term retainer clients have to do so much marketing But then let's say you add in some other project based, you know Or some other coaching or something where it is more marketing dependent.

[00:23:13] There is a time like oh now I have to ramp up the marketing I have to like Like it's a whole different skill and it can be difficult at that time period when you're launching this new thing and you're like, Oh, how do I do this in a way that is me that that feels good, that feels aligned with me and that's what Because understanding that the energy behind what you're doing is actually the thing that is attractive to people, is actually the thing that's coming across.

[00:23:38] Right? I don't know if I said that, like, all of my thoughts are merging together, so I don't know if I said that clearly, but, but really, I don't know if you can speak on, on maybe the effect of, of believing in what you're, and kind of like standing in who you are and what you do and how that comes across and how important that is energy wise.

[00:23:57] Abbie Radford: hundred percent. Like you will be able [00:24:00] to feel it. Like, I think it doesn't even, you know, how do I know if I'm not doing that? You'll be able to know, like, you will be able to know in the way that you are. The time you're taking is taking to create like actually what you're saying. Are you like, Oh my gosh, that's amazing.

[00:24:11] Like, I'm going to, I'm going to put that out there. I'm going to not question it. I know what I'm saying. I know what I'm doing. And you know, people want conviction. They want to trust you because you trust you. And. It also is around, you know, really owning your opinion. Like people pay experts for their opinions, for their unique methods, for their perspectives.

[00:24:30] And if you aren't clear on what you're doing, if you aren't backing your, what you're saying, you, what you can do is like filter in a lot of other people's opinions or what you're doing. And then you're not really feeling like, Oh, okay. I actually believe this. I'm actually doing that. And I think that it's when it's not unique, like a lot of people can be saying very similar things, but they've still got, you can tell when someone's being unique.

[00:24:49] You can tell when someone's actually just. Speaking their mind and speaking their truth. And I think it's so hard for us to do that. Like, you know, for me, I said in corporate, I've really struggled to express myself. Like I [00:25:00] got put on an authority building course when I was in one of my corporate jobs, because I was such a pushover, like I would not speak up in meetings, I was scared to share my opinion in case someone said I was wrong.

[00:25:10] Or, you know, it's, it was very difficult for me to speak up even in a meeting of four people. And now, you know, I put my opinion on the internet and I think that one it's, you know, knowing. Who you are and what you want to be doing and knowing that like the work that I want to be doing is stronger than one person disliking me.

[00:25:26] And two is like really kind of like really knowing what you want to say and just being so connected to it. Like it just overshines that kind of doubt or, you know, people, you know, not agreeing with you. Like a lot of people don't agree with the fact that, you know, like I am the niche. I am the niche. Like, I don't agree with that.

[00:25:42] I don't think that you, are the niche and, you know, I'll stand in that. I'll die on a hill for that, you know, and so I think that it's, it's important to have really strong values and I don't think that anyone is wrong. Um, we just have a different opinion

[00:25:55] Andrea Elibero: Yeah, uh,

[00:25:56] Abbie Radford: not everyone's going to be your people.

[00:25:57] Andrea Elibero: Yeah, totally. And, and that's [00:26:00] also really important, right? Because it is, it comes back to, as you were speaking, it reminded me that it comes back to, what's your mission? What are your values? Do you even know? Have you taken the time to figure out those pieces? Because that's the driver of everything.

[00:26:13] And like, that's the one of the first things I do with my clients, because it's so important, right? Because if you're there kind of like waffling around and you're like, oh, I do this and that, you know, and, and there's no clarity there. Therefore, how can you have conviction if you don't have any clarity?

[00:26:28] So having the clarity, right, on all of that is so, so important in order to have the conviction, in order to then be trustworthy and stand there. And again, that doesn't mean, right, like that you can't change your mind or, you know, or that everybody else is wrong. It's that this is my thing. This is what I believe in and I respect everybody else, but this is me, what I believe in.

[00:26:47] And, and then it comes across so much different, right? Then, then otherwise, if you don't take that time to really get clear on all of those things. Mm

[00:26:55] Abbie Radford: Yeah, and people can see it, right? I think a lot of people feel like they need to be super calculated with [00:27:00] what they share and like prove that they're good, but like a lot of marketing is like embodiment, it's, you know, the creative ideas that you see from people aren't because they've copied someone else doing it, and I think that I don't tell my clients, like, don't go and do trending audios, don't go and do whatever.

[00:27:14] But like, you have to do this work first in order for those to be effective. Like those are just the kind of the, the tools to get it seen, you know, like there is strategic tweaks that you can make to getting your messaging. There is visibility strategies that you can be doing. Absolutely. But if we're doing those without doing this work first. It's not going to create you want.

[00:27:34] Andrea Elibero: love that you said that because I also feel like a lot of people kind of skip those steps, right? They skip the steps of the embodiment of doing this work of like, ooh What is it of getting the clarity and kind of jump straight into the trending audios and the trending this and the trending that? So for somebody who's like, oh but What is it?

[00:27:50] What can I do? What would you suggest to be maybe like one or two things that they can start with in order to start being able to embody what they believe in and what their convictions [00:28:00] are in their marketing?

[00:28:01] Abbie Radford: Yeah. And like the first thing I would say there as well is like, I know why people do that. And it's because it's so much easier, right? How much easier is it for you to go and create a week's worth of content, to find some trending audios, to put something over, to do a little like dance video of yourself, whatever.

[00:28:17] It's so easy to do that. The clarity work is hard, right? It's confronting. It allows you to, you know, you're putting yourself To be seen, you are having to think about your own thoughts and make decisions, which feels scary. And so, you know, I don't, I know why people do it. And I know that why a lot of people avoid this clarity work.

[00:28:34] And what I would say is that for one, it doesn't feel good when you're creating that content. Like it might feel easy, but it's almost like, do you think like, you know, that that's not going to create the results that you want that, you know, that's not going to shift the gears. It's not going to, you know, even if a reel went viral, are people going to come to your page

[00:28:51] Andrea Elibero: Right. Or it's like just checking the box. Okay. I did the thing. Right. Like, oh, I did my marketing today. I've been a good girl business owner. Right. I did it.

[00:28:59] Abbie Radford: Yeah, like [00:29:00] post on social and like you literally take it off. Yeah, and I've been there, right? You know, like, it's not like I, you know, the clarity work is like, you, like, when you have that niggle and you're like, I should be doing that, but you know, it's so much easier to just go and do another post.

[00:29:14] But what I would say is that really getting clear on like, where is your skill set? I think is really important and actually kind of like, what, who do you want to help? So I'd say there's probably more than a couple, a couple of things here, but like, where is your skill set? Where is your skill set? Who do you want to help?

[00:29:31] And like, what is the outcome that you help them with? And what is your unique way of helping them do that? So for example, I help a lot of people become top of mind, that become top choice for their clients. There's so many people helping To do that. And I'll use a more broader example. So like we spoke about freedom based business, right?

[00:29:50] One, what does freedom mean to people? Like freedom means completely different things to people. So, um, for me, freedom is knowing that more clients are coming, but what I'm saying is what I mean, it's [00:30:00] that I'm able to express myself. It's that I able to know when I've got time in my calendar, what I'm going to do with it, because free space in your calendar means.

[00:30:08] Nothing unless you're being useful with it. Right. And so really knowing around what does that mean for someone, how you're helping them get there. So it could be, you know, to have a freedom based business, they can be selling someone else's course. They could be, you know, um, having passive programs. They could be having memberships, you know, you're, you're speaking to too many people that are about too many things and getting really clear on like, how are you helping people get the result?

[00:30:33] What is it about? What you do that's different and where are you focusing, like, where's your area of expertise? Too many people stay broad in a topic. So let's say that it's social media, you know, what specifically is it about? And I had a call with a client the other day. It was a girl that was like, I'm doing so many things.

[00:30:50] Like the work that I do with someone is we just cover so much. That's the problem is that you're covering so much that then they're not getting a tangible result. So it's [00:31:00] feeling difficult for you to prove where your expertise is and what you're doing because you're not getting one result. You're being asked a load of random questions in Voxer, your calls are all chaotic, they're not about one thing, and actually we were talking about how One of the things that she's really good at and really helps people create as unique offers.

[00:31:17] So while she was helping people with like all of these different things, the thing that she wants to be known for, and then what people will come to her for, or for those unique offers. And that could span across so many different things, launching, whatever. But like, that's her umbrella, like core brand message.

[00:31:31] And I think when you can get that. That's when you can then decide, what do I then want to talk around? Who is the, like, the lens that we, let's have a call it like the lens that we create through is like, who's the person that we want to be reading that and really getting clear on that. So really knowing where your expertise sits and what you want to be known for the topics and the pillars that you really help people do in order to get that.

[00:31:52] And then also who's that person that you're helping. And like with those three foundational things, you'll be able to have You know, mess a messaging [00:32:00] strategy. That isn't a content strategy, but a messaging strategy across all your offers, everything that you're doing, that is all building to that umbrella core brand message that you have, whether you're on a podcast episode, whether you're doing one author, like all of your offers make sense to that core brand message.

[00:32:14] Um, and then being able to know. What offers to focus on and then where to talk around in your content, you know, if your content is talking about broad, broad type of topics to everyone, it's landing with no one. And so you're never going to be able to be known in your space if you want to be doing that

[00:32:31] Andrea Elibero: Beautiful and such a good summary and When I see people do this and go through the clarity exercises when I take now I'm not the expert in marketing and things like you are but I do help my clients do these things you know as part of as part of what we do and When they get this the clarity and that the content creation is so much easier You know how hard it is to create content and to talk and to sell things when you don't know what you do, you know, when you can't articulate these foundational [00:33:00] elements.

[00:33:00] Oh, it gets so much easier when, when you know these things and when you're clear on these things.

[00:33:07] Abbie Radford: 100%. And that's where, you know, even before I talk strategic tweaks with clients, their content gets better. Like they will be coming to me with ideas and it'll be more like, how do you think I should position this? And I'll basically, we'll talk through like we're reverse engineer, like, okay. What's the point you're trying to make?

[00:33:22] And like, how are we making sure that it's for your ideal client? But like before that they couldn't tap into their thoughts because it was being clouded by not being clear. And so like, if you want to. Get to your opinions. If you want to get to your thoughts, you need clarity.

[00:33:34] Andrea Elibero: Yes.

[00:33:35] Abbie Radford: on Instagram, finding someone else's

[00:33:37] Andrea Elibero: Yes.

[00:33:37] Abbie Radford: to try and imitate.

[00:33:39] Andrea Elibero: Okay. And one last question, because you said this a few times, you were talking about how you do it uniquely. And I feel like so many people will say, but I'm not unique. I do the same thing as other people do. and they think that unique means, right? That I have to do something totally new that nobody did ever done before.

[00:33:54] So how would you answer to that?

[00:33:57] Abbie Radford: So I work in marketing, right? I'm not [00:34:00] reinventing the wheel. Like we're not, I'm not rewriting the marketing playbook or anything. I align with certain marketing principles. I have certain methods that I have learned that feel good for me. I, me as a person as well, the way that I teach, the way that I mentor, the way that I coach, you know, is a certain style.

[00:34:18] And I think that being able to have like, I always say to clients that you have, you as a business. You as a person and then your expertise. There are three different things, which is why you're not the niche. Because something's happening in your personal life, that affects your business. Because if you are the niche and you feel like that and someone doesn't want to buy from you, that's going to make you feel crap.

[00:34:35] So, you know, regardless of what's happening in my business, regardless of what's happening in my personal life, my expertise is solid because I know what's, what I'm really good at, right? Well, depending on what happens in my business, like it, they're all different. And so really knowing.

[00:34:50] And standing in like what those three things are.

[00:34:53] Andrea Elibero: Hmm.

[00:34:53] Abbie Radford: Um, I've completely just forgot the question that

[00:34:57] Andrea Elibero: You're like, I'm gonna, I'm talk about this thing. . Yeah. About [00:35:00] unique. So how do you define if somebody says, oh, I'm not unique, I just, I do this thing, you know, I'm like, 15 other people do

[00:35:05] Abbie Radford: sorry.

[00:35:05] Andrea Elibero: thing as, as what I do yet.

[00:35:08] Abbie Radford: A hundred percent. Cause I feel like this is like a lot of people, like, let's say you're a dating coach or like a lot of your, um,

[00:35:14] Your audience is like VAs, right? So let's, let's say that you're a virtual assistant. So the actual thing that you do for someone, the actual service that you do for someone, of course, there's loads of other people doing what you do, and that's not a problem as long as you know, and can express how you are different and what you're doing for them.

[00:35:31] So I think what you're doing, for example, so where your skill set is. So VAs can be a skilled in loads of different things. I had a VA client work with me and we were all, her kind of like positioning and her unique thing was all around helping people create a luxe customer experience, like a luxury customer experience, client experience through the group programs, through memberships, all of that, and really kind of making a seamless.

[00:35:54] Process for someone so that whether that was the backend work, like when people are signing up, what they're doing to, when they are [00:36:00] jumping on masterclasses to, you know, all of that kind of like behind the scenes stuff, it was all, but that was what she specialized in. And it was clear where her skillset was and her as a person was coming across in her content, like her personality.

[00:36:12] And so it doesn't necessarily have to be, you know, you have to be a VA that's helping, you know, you know, Spiritual unicorns with, you know, that's the problem that I feel like a lot of people do is they think that they need to be completely unique in their messaging. There's probably someone else out there right now using exactly the same wording as I am, and I, you know, I've come across people that have copied my wording as well.

[00:36:30] But the reason that I am fine with that is because I know that my content is unique. I know that the way that I'm talking about my work is unique. I know that the things that happen inside my programs are unique. And if you know how you're helping clients and the method that you are taking them through, and it's a little bit different if you're.

[00:36:46] A virtual assistant, for example, but your style of working, your skillset, that's what makes you unique and who you are as a person also makes you unique as well. And what you believe, like a lot of people come to you, like so many people reach out to me, they're like, I [00:37:00] just, I just vibe with you. And I think that's really important.

[00:37:02] And so many people miss that out because they're trying to be this marketing jargon person that no one gets to see the real them.

[00:37:09] Andrea Elibero: Yes. And yes. So this is the thing that I love telling my clients as well, is that what makes you unique is you. So just be you. If you literally just show up as you, you're going to attract clients who you want to be friends with, right? Who like you love to work with because they're you, because they're actually people who, who are like, Oh, I love this person.

[00:37:29] And like, great. And that makes an amazing work environment. So if you. overshadow who you are. If you're not, if you're afraid to kind of open up and show people your true self, then you're actually missing out on clients who are amazing, who are so appreciative of you and who you vibe with, who you have fun with, who, you know, who like you want to hang out with and who stick with you long term because they trust you and you work together so well.

[00:37:54] So it really is something so beautiful to just show up as you and just know [00:38:00] that that's enough you don't have to be anybody else.

[00:38:04] Abbie Radford: 100 percent and that takes the pressure as well that like they haven't just come to you to because you can get them the result. Obviously you're going to get them the result, but they've also come to you because they want to work with you to do it. Because the reality is there's loads of people that can get them that result.

[00:38:18] There's, you know, we're not creating a unique result. There is other people doing exactly what I'm doing, but they don't do it like me. And you know, that's where it's finding your people. But if you never. that side of you. You don't have that community. You don't find your people.

[00:38:32] Andrea Elibero: Yes. Yes. Yes. Yes. Okay. But I think this is a beautiful note to end on. Very inspirational. Show up as you. You are unique and you will help all of the people. So can you let us know how can we stay in touch with you? Where can we find you? All of that good stuff.

[00:38:50] Abbie Radford: Perfect. Yeah. So I'm over on Instagram at this is Abby Radford. And as I mentioned, I have just given birth. So I'm like seven months, but I say just like seven, seven and a [00:39:00] half months now, but it feels like yesterday. Um, so right now I'm like touch with a lot of the things that I'm doing, but if you go on my Instagram, you'll find, um, all my podcast episodes.

[00:39:08] I've been to all my content. We don't get keep over here. And I also, I'm not sure when this is going out, but I have a free private podcast series coming out. It's called industry icon, which is all about how you can stand out in a saturated market, no matter the size of your audience. And if you've enjoyed today, we're going to be diving deeper into all of these topics.

[00:39:25] So that's what I've got coming up. Of course, DM me, message me. I want to hear from you if anything has landed, or if you're wanting to get more specific in what you're doing, move from generalist to specialist, then yeah, reach out.

[00:39:35] Andrea Elibero: Beautiful. Thank you so much. All of those things, of course, will be linked. And it was so amazing having this conversation with you. Thanks so much for being here, Abby.

[00:39:43] Abbie Radford: Thank you so much for having me. 

[00:39:45] Andrea Elibero: Thank you so much for joining us today. I really hope you found inspiration and insights from today's episode. You know, scaling your business intentionally and from the [00:40:00] inside out is a transformational process, but I'm here to support you every step of the way. Head on over to dancingleafsolutions. com slash resources for free tools to help you do just that.

[00:40:11] And thank you again for being a part of the Soulpreneur Scaling Stories community, your presence and dedication to growth, inspiring me every day.