 All right, I'm so happy to be here with Shea Nichols. So Shea is one of the helpers in my ABC client group program and we're gonna talk to her about what she's been learning in her business and marketing in the past year, year and a half. I think this will be interesting for a lot of you, especially those of you who are service providers that are more holistic. We're gonna talk about some things that I think will be helpful, I hope. So Shea, welcome, and I'll just have you first introduce yourself, however you like. Okay. Well, I have a wild and sacred voice school. So I offer classes and private sessions. And generally I help people with their voice to use, to learn how to use their voice for their own healing or liberation, actually. Those are two things that come up a lot. I also have a branch where I sing in nature and I'm very connected to nature. That branch is kind of more about communion and connection. So in a way, sort of like freedom and connection are the two branches of what I do. I love that. And you've got great content on social media, including some of the singing is in nature is there. So I'll be sure to put the links below for people to check that out. Let's dive into lessons. We, before we started recording, you were, we were talking about two things. One is understanding when we are doing our marketing that there is really such a thing as a warm versus a cool audience. And then the second topic is how to think about our work in terms of client issues. I know that many of us resist thinking about the wholeness of our work in terms of solving specific client problems. And we've had conversations around that. And you've been thinking a lot about it and kind of landing in a particular way around it. So I'm really interested for you to share with everybody about that as well. So which of these would you like to start with? It's up to you. We can talk about the warm audience. Yeah, let's do that. Sure. Yeah. So first, what, what does that mean for you? How do you understand that term? Warm audience, cool audience. Well, warm audience is, I would say that people who already know me, who've worked with me, or I don't know if it's necessarily like the Kevin Bacon six degrees of separation, but you know, like maybe two degrees, you know? So like they know someone who knows me, you know, that, that kind of thing. And you've talked about that in terms of warm audience, cold audience, in terms of like ads. But I think I just, it's, I've been having this insight around it that things go a lot better for me when I focus on warm. And so I could give a few examples of that. So a couple times you, you offered a video class and then you just offered this, was it content, a seven day challenge, right? And I've noticed that when I create contact, content for that, they're, I don't know, I feel freer, I feel more relaxed. Why? Because there's a receptive audience. And that almost changes what, how I will express myself, the content that comes through me. So I think that's just, and I know you've said it before, like when you do a video, like imagine you're talking to your best friend or your favorite client, but it's amazing how much I forget that. So that's one example. Another example was, and I forget who I heard this. Oh, maybe it was Caroline Leon maybe, who suggested like, think about like your 50 favorite clients or past clients, send an email to them and say, hey, I'm offering a free voice session around this particular topic. Do you know anyone who might be interested? So right there, like that's an email to 50 people. That's not my newsletter to 450. And then that got good response. So I'm just, and also the net carrying, right? Just having these one-on-one conversations or partnerships or collabs. I mean, I still feel that there's some kind of pull about like, oh, I have to reach all these people. You know, like, oh, my 2,000 people to get 20 people to sign up, that sort of percentage. But I think what I'm learning is that like 80% of my time spend on warm ideas. Yes, I love that. And thank you for those examples too. That's very helpful to hear. Absolutely, our energy when we spend it towards the warm is also returned back to us much more quickly, much more, well, warmly than when we reach out to cool, cold audience who don't know us, have no context for our, we have no relationship with them. So the energy often doesn't come back or it's just like you said, it's like a 1% return or something like that. So thank you, thank you, thank you. Yes, and so I'm curious, what does that mean for you? Let's say in the next six months, maybe you already said it, but maybe just to reiterate, what does that mean for you then going forward in terms of how you're gonna spend your energy with your outreach? Yeah, so I think in terms of outreach, so both net caring and even these more directed emails or offers to 50 or 100 people, I think I'm gonna just think like, who's one of my favorite people? Like kind of like start, like that's gonna be like where I start. Who's one of my favorite? Oh, who haven't I talked to in a long time? Who would I just love to have tea with? It was actually Natasha, it's funny, like I know this, but I need reminders that maybe we all do, you know? But she said, she was talking to me about net caring and she said, you know, I get a lot of my business from just having fun, like hanging out, talking to people that I really love. And this light bulb went off and I thought, you know what, that's where a lot of my clients come from too, when I'm not trying, or you know, I'm just hanging out. And I'm just trying to be of service and it was just like, oh, can it be that easy? Like maybe I can. Do more hanging out, enjoying being with others in especially, you know, however you can serve and help. Absolutely, because human reciprocity is very natural. And so that's great, I thank you for that. That's a beautiful possibility. Yeah. And I also think about networks and hubs that are really receptive. And you're talking about this feedback loop, I like that, because when there's that feedback loop, there's this natural expansion that happens, natural synergy, natural synchronicity for both parties. And there's something about the breathwork community, which I've been connecting to in New Orleans. And I never did be, and there's just such an easy resonance with the sound work I do. Yeah, beautiful, yes. So it's like identifying possible communities, connector, connecting people and kind of leaning into those relationships and those having fun in those interactions. Yeah, yeah. You were gonna say something else? Well, just the breathwork community, they're used to an altered state of consciousness. A lot of my work is an altered state of consciousness, like sound changes consciousness quite quickly. So that's why, I don't know, there's a really good resonance. They're already used to it. That's really nice, yes. Yeah, and even in my, like say performance, because I'm a sound healing, I'm a singer. So I did a, we did a sound healing concert in this former church and a lot of the breathwork community, and they're used to like putting out their yoga mat, lying down, receiving sound. It's just that our sound is live instead of the recorded. So just these little parallels. Yeah, I love that, I love that. That's really, really helpful. Great, well, let's move on to the other topic, which I'm so looking forward to hearing what you've been learning about it, which is I remember a year, year and a half ago, we were talking about, I had made a suggestion. Well, I'll let you summarize what you remember of it and then kind of go into where you're landing with that now. Right, so at that time, I was offering these eight week courses called Wild and Sacred Voice for Women. And they were, I mean, in a way kind of like a ritual of opening and freeing the voice. And so within that, there could be all kinds of issues that someone was working on. And so you suggested that I guess it would be niching maybe or specific topic idea. And you threw out like 15 topics at me and I'm like, no, that's not what I do. Because in that moment, I really like voice meeting and need. I really like being flexible and adaptable to people's needs. So in that moment, it just felt confining and it felt a little fake and forced. And so here it is a year later, but I came at it from another direction. So I was looking at my client list and I thought about all the people I've helped and especially the ones that I've really been able to help. And I thought, well, what issues did I help them with? And confidence and self-expression was a biggie. Wounding around the voice. Music teachers like bad music teachers have done a lot of damage. Critical parents, that kind of thing. Grief and creativity. So those were the biggies. And so then I just created this offer called the confidence sessions. And there's been a lot of positive response with it. But there's something like it just kind of came naturally. And so maybe a year ago, I just wasn't ready. Well, it's so interesting. Thank you for sharing. I actually haven't heard the full update like this until this moment. So I'm also, I'm celebrating because yeah, it is the most, well, good marketing, authentic marketing is about feeling into the wants and needs of those we can most help with our services and letting the content and the offers emerge from that resonance and the desire to help essentially or desire to connect deeply. And so that's exactly what you did. You looked at the people you work with and go, how were they most helped? What type of work did we do that we both really found helpful, effective, enjoyable, delightful, meaningful? And you wrote that down essentially and then you saw patterns go, oh, therefore that's why there are these areas now which makes sense rather than having a marketing coach just toss issues at you. What about this? What about that? What about this? It's not connected to the actual relationships that you had in the session. So I think it's, I think it's wonderful. I think it's, I think that, I mean, it's kind of a little bit like, you know, I talk about the three stages of content, you like create some content, you test things out, you see what resonates with people and then kind of do more of that and then you go into creating offers because these things are resonating. It's kind of that applied to your client relationships. And that's, I'm not surprised that you found your way there because, yeah, it's relational. Yeah, so I think it's wonderful. And so what does that mean now? Like, okay, so you, based on that, you created this offer. Now, does this offer encompass all of those things or it's just one or several of those areas? Well, this offer, so I'm calling it the confidence sessions. So there's a couple of different strands, well, that came from this specific focus. So the first thing I did was emailed 50 of my favorite clients and said, hey, I'm offering a free session around confidence, do you know anybody? And then I think eight people signed up for those. So I'm, I've just, I've had two of those so far. And then I'm creating a four week class. Well, actually I did a free to attend about how to use voice for confidence. And then now I'm gonna do a four week class. And so what I didn't plan on, but I really like, is that I sent out the email for free private sessions around this topic. I'm starting to explore that with people. That can inform the four week class that I offer a month later. So that's, and then the class is gonna be offered in a couple of weeks. So we'll see. Yeah. Now, for those who are watching and going, 50 favorite clients, you know, like. Oh, I didn't answer. Someone's, yeah, someone's like, I don't even have 50 clients total. What do you mean 50 favorite clients? Yeah, yeah. Tell us about that. I didn't actually mean that. I mean, actually like I met 50 favorite people, probably 10 or 15 of those are clients. Sorry, wrong word. Thank you. So it's, yeah, it's 50 people that are either clients, past clients. Cheerleaders, supporters. Yeah, friends, colleagues, who could possibly have, you know, and yeah, that's really helpful. And where did you, how did you come up with those 50 names? How did, oh right. So I did look at my client list, which should probably, that's probably about a hundred people right now that have taken classes and so I looked there. I looked at my email list. I just kind of tuned into my heart and saw who appeared. And also, I mean, this is probably true for a lot of people. There are these people in my life and maybe in your life, they're always really happy to support and they're the ones, I don't know why my phone is doing that. I don't really know the Enneagram, but like there's sevens on the Enneagram. Like the spreaders, the networkers, the ones that just always, they show up to a gathering with six people. So yeah, thinking about people like that. That's interesting. Now it's not that the other numbers can help either. No, it's not like that. The other numbers on the Enneagram can help in different ways. But you're right that, yes, if you look at your list of contacts, you didn't, did you look at your list of Facebook friends or LinkedIn contacts or anything like that yet? No. No, but- That'd be a good idea, right? Yeah. Right. It's just that Facebook friends, I mean, that's a whole other topic because it's like, you know, it's like 1900 and I don't know, it's a little bit overwhelming too. Okay. Yeah, you're one of those people who just added a bunch of people. I know. Well, actually- I wasn't selective five years ago when I had- You become selective. Yeah, same thing. When I first started Facebook, I didn't know any better. So I just, I thought, oh, for marketing, might as well add everybody. And so I ended up with like almost 4,000 friends, quote unquote. And I think maybe 10 years ago or so, seven years ago, I removed everyone except for like 200 or so, 300 maybe. And yeah, and that's a whole other story, whether or not people were mad or not. I'm sure some people were not, were not, were not, were felt awkward about it and once they checked, I'm like, what? I thought I was George's friend. Sorry, everyone now is gonna check, right? Like George, what the- But I decided after removing everybody, I was only gonna add like the closest clients who were willing to be added as well as, and so those of you who consider yourself close clients, please feel free to add me as a friend. Or I added my supporters, my affiliates basically, essentially. So ever since then, I've just been adding my affiliates only people who were like happy to share my stuff. But like you said, cheerleaders are good to add as Facebook friends. So yeah, I think it might be good idea just to every now and then to just go to your friends list and kind of prune. Like people are like, who is this? If you're like, who is this? Then they should not be a Facebook friend, right? Right, right. I know we have a few minutes left. I just thought one more thing about the learning. Sure, please. So the framework class, you taught that last, I think you taught that last March, like a year and a few months ago. Anyways, love that class. And there is something about whenever I work on framework, it's usually an upgrade of like a syllabus for a class or it might be an upgrade of like, these are the basic principles of my work. These are the basic exercises for me experiential exercises. There's something about that that leads to all of these unexpected benefits when I do that. So I'm in the process of doing that right now. Like really streamlining, like kind of upgrading syllabus for what I've taught. And it seems to lead to like snappy titles for Instagram or conversation starters or there's all this richness and depth that comes from that. Thank you, thank you so much for saying that. I'm so happy it helps. And for those who are interested, my frameworks class is available for download anytime you can go to my website to find it. But the fact that you're willing to do it though, like a lot of people don't realize how much insight they gain, they can gain if they were willing to think of it as a syllabus, as a curriculum, as not just sort of like isolated exercises that come to them in a client session, but it's like, oh, these are actual tools. And when you bring the tools together, it's a tool belt. It becomes like a structured transformational journey. So I'm happy you've done that. Yes, and a body of work. Yes. And you can even go back through Instagram and like say your 10 best articles, your 10 best videos, your 10 best, I call them canva blurbs, they're just very, very simple. But that in itself feels like a body of work. Yeah, yeah, exactly. No, brilliant. Yeah, I think about how like all of us, the lifetime of our work, like I'm trying to come up with my 100 best pieces of content. Like that is my goal. And I'm like, I'm always just updating what that 100 is. Now some of us haven't created 100 yet, but we all will at some point. And some of us have created way more than one. We just haven't counted. It's like, if you go back and count, we're like, yeah, you probably have close to it or maybe even more than that. And it's like, what are the 100 of those, what are the 10 best or eventually you keep working up to 25 best and then 50 best and then 100 best. And then you just like, I just keep updating the, you know, and then the 100 best can just be repeated. Repeated, repeated, every time we repeat it, we'll just update it a little bit, you know, lightly. And how are you doing that? Like you were just talking about that in the group. Oh yeah. How am I doing that? Well, I think I'm about to try some of the... Well, I was doing longer blog articles. That was like a year ago. And then six months ago, I decided to just do like one sentence on the first slide and then like three sentences, but they were like my best sentences. So they had this like zinger arrow kind of quality. And so the next step is I want to try a video with my zingers, you know, or like starting with one of them or something. And then with music, I don't know, this goes back to the, it's, it's a design thing that I'm also thinking about this like snappy title idea. In other words, like the first five seconds on an Instagram, like that's really important. Yeah. We should talk about this some other time because... Yeah. There is a, there, it, to me it's controversial. The reason is because the more attractive the first few seconds are the more people it attracts, obviously, but I'm not sure that that's always a good idea. Or personally, I don't do it myself, but this is a separate topic. But I, I love, I mean, what you've already shared in this, in this interview has been amazing. I hope that people will comment below and share with us. What did you hear that was helpful for you? Some of you may want to watch this again because we covered, we covered quite a bit of ground actually. And thank you, Shay, for sharing your examples of these things. I will put the links for Shay below this video, but is there anything else, Shay, that you want to say as we complete? I think that's good. Yeah. Okay. Thank you. Well, thanks for your work and sharing all these learnings with us and looking forward to our future and our next interview. Thanks so much. Thank you.