 Hi, I'm George Cowell and today I'm here with my client Claire Chamele Yee. She just got married so after I have to get used to saying your your full name now and So happy to just interview her about her. She's building a new business and she's also Tested different niches and I think she's learned a lot from that experience. I think she's learned less than that I think all of us can benefit from so great to have you here Claire Thanks George. So good to be here So let me read your bio out Claire so that folks who know Who you are what you're building right now, and then we'll get into it So Claire supports expecting parents to find their inner calm and empowerment as they bring their babies into the world She offers baby sleep workshops online as well as in person She's located in Auckland, New Zealand, and she also teaches hypno birding classes Locally there so I will put a link to her website in the notes of the video So Claire just to everyone that understands baby sleep workshops. What does that mean? So it's really you know as the name hopefully suggests but teaching parents techniques to really help their babies Well obviously to sleep but it's it's really intuitive techniques and helping parents to find their own answers within and Follow their own inner guidance at the same time as using these techniques You know to get them to sleep. So it's part practical part Part also self-development for the parents of You know really finding who they are as new parents because it's such a It's just such a whole new world and you it's it takes parents by surprise They don't expect it and they're often thrown in the deep end because every baby is so different So it's you know, there's no one-size-fits-all for techniques that work But it's it's obviously just the parents learning their own babies watching them getting to know them and really finding their own way of parenting the children and you know Yeah, just their own in a compass for that. So well, I hope those watching this if any of you are Expecting parents or know any sun. They'll go go and get some help from Claire So I want to talk about how you came across this niche because I think one of the things that a lot of us Who in you know in my audience are dealing with I think ongoingly as? creative authentic entrepreneurs is that we do have new ideas come and How do we decide how when to pursue a new niche and When to keep going with something that we've been doing What is you what's been your experience with that? Yeah, well, I think for And you've helped me so much really refined this George You know for so long I was just so much Yeah, I love that term that bend diagram that you've got of the artists who I have building a business and And I was just so much in that artist's world where I was really putting my own passions out into the world and And I was coming from that place with building a business, but Yeah, you've helped me so much to be able to really Find what it is that people are really needing and fulfill that need But I found a really nice balance with the baby sleep where I can really bring my passions into it and and Support parents through this really challenging time in their lives and it's really meeting a very specific need that they have that I also had a personal Problems with and struggles myself so I can personally relate I'm so pleased I'm out of that stage now, but I really you know, I'm excited to be able to really share This journey with others and help them through it as well. So it's um, yeah, it's really just just listening and putting The other thing is putting so much content out there and seeing What's what works what people respond to and you know really just getting out of my own head and into the hearts and minds of The viewers and and others Yeah, that is so key. I mean the willingness to Listen To our audience and listen to the market It sounds so simple, but it's actually quite hard to do because the market doesn't necessarily come right up to you Just hey, can you please build a business doing this? But the market does give us hints through how they respond to our content What questions they're asking us? So did you find that? People were asking you questions about how do I help my being sleep better like how did that? How did those hints how did you have those hints come to you? Well, I guess it was just Like for years. I've wanted to try and tie my hit my birthing practice Together with my passion. I don't know why I haven't seen it Maybe I've just not personally been ready to go there either. So it's been really that that meshing of both, but Yeah, I've just I actually you know, I can't really clearly remember how it came to me, but it was the constant process of putting out Videos and things that were from my own passion and being really analyzing them. I mean not in a really in-depth way because You know, I'm not super left like that, but Just just seeing and feeling what people really responded to and the hit no birthing stuff. They just it was just so such an It just fell so well with people like, you know seeing that they really there's a lot of need for these tips and Enter these techniques and things to be out in the world. So Yeah, my I've got Oliver's my second baby I've got his birth video on YouTube and it's got over a million views and it's it's You know, it's just huge. So I kind of ignored it for a long time and just wasn't thinking I just want to get my My stuff into the world, you know, but really just just seeing what people do resonate with was yeah Yeah, and and what about the baby sleep idea? Did you do you see any Clear milestones or any was there a particular way that people got through that idea to you that you said, you know What let me take this in line with it Or was it a course on it? I think I you know Just working with my hip no birthing clients and then I'd That have the babies and then I quite often I'd sometimes hear about the birth and then But then it was you know, that was it and I knew that there was such a big gap in this next phase and then I just You know did a huge amount of research and started offering These like the workshop and things and it just booked out like that. So it's you know, it's like putting offerings out like you say And and there it was it just booked out. So I think yeah, that was just thinking about it. It was just Yeah, that's great. Yeah, exactly. I mean, I you know, I maybe don't I don't say this enough But I should emphasize it more like we never none of us ever know whether a product or service is going to work until We actually share it with the audience and see if they take us up on it Yeah, you know, see if they sign up for the workshop and if nobody signs up for the workshop That's a clue. I mean assuming that there is enough people who saw it And it's it's the right people saw it and when I say enough people go Well, how many is enough is 10 enough 100 enough thousand Well, if it's a 10 right people who saw it and five people signed up that that maybe all you need to get a clue That way a second if if five out of ten people signed up that should if a thousand of the right people signed up I mean saw this amazing, right? So so it's it's really Yeah, it's that confluence of Am I talking to the audience that could really want this and then and then are they actually responding with let me sign up Huge so I'm so glad you just said let me put it out there and you were talking to the right audience You were saying okay, these are people who probably I Can tell they're dealing with the problem Yeah, and they probably would say yes to this because they have already bought classes So like the type of product that you're selling is similar to what they've already bought And so that makes a lot of sense for them to say yes, of course I'm used to buying classes and and I'm the type of person that needs this kind of help and yeah So that's great. That was so great that you decided to do that So that relationship was there as well, which I think is really key So, you know, I'd already given them a Had an offering with them had the experience with them teaching my birthing and I just merely mentioned it in class and you know they sign up and You know, it's just so I love being up to support them beyond that birth as well. So it's yes really just amazingly Kind of unfolded but it's it's having that awareness of What do people respond to and just that constant kind of questioning is what helped me really get to that that point Yeah, that's fantastic. That's really great. So now you're you know Creating a new I guess business or it's a sort of a would you call it a new business or is this it's a new website though New website. Yeah, it's a new wish offering as well. So Yeah, it's all part of Sort of the overarching my business kind of thing Yeah, this is tied in with what I'm already doing, but it's a new new version. Okay, so So one of the I think challenges people have is They do have different interests and then at what point does it make sense to have a different website? I'm not I'm not sure there's a right answer to this, but I'm wondering how you came to decide that It's gonna be a dip. Well, I guess your current you have three webs. You you're gonna have three websites actually, right? Your original website, which is Auckland hypnoburthing.co.nz. Yeah, or NZ as you all say So that's the original site and then your your second site where you were testing different offerings and niches was Well, your name your maiden name Claire Shamila calm, right? Yep, and then now the new site is going to be do you have the domain already? Don't you? Yes. Yes It's a baby sleep calm be be sleep be be sleep calm. It's great. Very clever. I think that's a really cool cool name so Tell just kind of walk us through your your thought process on why you decided to start a new site instead of Integrated into either hot awkward hypnoburthing or Claire Shamila Yeah, well, it's just such a clear Time and people's lives. I think and I I'm still feeling like I might be crazy having three different websites as well This might change but you know at the moment. It's just a really There's the four four couples. There's the birthing stage and when parents are pregnant They often really don't see past that birth. It's just like get me through the birth and and then suddenly they've got this Baby and then it's a whole new chapter in their lives. And so it's a very clear defined different niche and offering and at the moment, I've just got the offering page within my hypnoburthing website, but You know the plan is to build a whole new You know website under this new domain name for the baby sleep offering which predominantly will be workshops online and in person so Yeah, it's at the moment. That's the plan. We'll see No, I think it's a good plan. I think that's a good plan and I'll just say this I think It makes sense to me that it's a separate domain and website because like you said for for the visitor like sometimes I say like The ideal situation if all of us had all the time and money in the world like in terms of building our Business and marketing would be like you would have a separate website for every single person who visits like it would be like birthingadvice for George and his wife calm Like like that would be oh my god. Wow. This website was meant just for me like literally But obviously that's a that's a that's a you know fantasy So what we do is we then say well the group of people who visit this website This is made for them and they will feel like what I'm talking to their group and You know and so that's what you're doing. He's like, okay The birthing people are really thinking about that. They're just thinking about that makes sense at a separate site Okay, now they've got a new baby. They're thinking just about that. They're obsessed with it and they just want a very specialized website just about this and and I think that's one reason I think the other reason so the really really clear audience really clear need but the other reason I think it's smart to have your separate site is The uptake of the offering from what you can see is really strong Like there's already market I mean early market evidence that it's going to be a really strong offering so When an offering is really strong it deserves Its own site. I mean when I say really strong when you can see it becoming your I mean It could become your entire business if you wanted it to I can imagine that too So if that's the case it makes sense to for its own website. So yeah, that's yeah, I'm I'm an agreement Yeah, yeah, and because the thing is once I've got the baby the pregnancy just feels like such a long time ago And it's just like a different life almost because it's just night and day between how life feels So you really yeah, you are talking to quite a different stage in life And I yeah, I think that's really what made it such an easy decision because prior to Deciding that I've always been under that thought that it's good to have your own name as your domain because then you can change your niches and things like that, but Yeah, this one to adjust really felt right and it's close enough tied where I can send back and forward, you know but Yeah, I yeah and most of the time my advice to people is use your own name calm Yeah, like when you're not totally sure and here's the key when you don't have very obvious market feedback about your existing offering Like this could be my full-time thing Then I think your name calm makes a lot of sense because you could like I have had so many clients over the years that have tried different Cool names for their company and cool national their website and almost everybody comes back to just their own name comm It's being the most long-lasting practical solution But I that's why I say I think your case is different because you're you're getting such strong and early market feedback that it makes sense in my I would vote for that so So is there anything else you want to share in terms of what you've learned in our work together? Something you know you wrote in the notes of of our preparation was how market like marketing has changed for you and how you view it Do you want to talk a bit about that? Yeah, gosh, I've talked about so much and things that have moments that I've had along the road with you George, but yeah, I think I'm marketing has always felt so Ecky to me, and I've just been so resistant and doing it and Interestingly the offers that have really landed the best with people I've not off. I've not really marketed them as in like had to go out and really sell it and It's just been about being there and building relationships and then and giving a good experience and Then the word of mouth referrals are so powerful and that's really what has built My have no birthing business. You know, it's just being there having the offering and growing building the relationships And and that's just been such a nice awareness for me And I'm not scared of marketing anymore and even I don't see even you know putting out videos You know like you recommend it to be marketing either whereas before you know a lot a few years ago. I really So scared of that. I was like, oh, they'll think I'm just trying to sell them things but you know now I can just so powerfully feel that it's about building relationships and and Sharing information with people that I know is going to be really helpful. Hopefully for them and It's along my line of passion as well, which is you know, that's why we run our own businesses because we generally we're doing our passion work So and it's you know, it's just such a nice way of connecting with people sharing offerings You know paid offerings with them as well And if they take it up or not, I know that I've hopefully added great value to their their lives So that's just been such a nice shift, you know, yeah, I'd love that. It's so true Marketing can be reframed as you say it's about relationships. It's about relationship building. It's about helping others I mean we can just say that you know marketing is when it's done best when it's unauthentically it's about helping others With their content and if they want more help, there's more available Like in the program or product or service So really great really great Yeah, I want to respect your time and keep this video relatively Short so let's let's complete the video by having you share I mean, we've already talked about what you offer But anything else you want to talk about in terms of your offerings and how people can contact you etc Yeah, I mean, um you can I guess if you know the website will be below the hip-no-birthing.co.nz You can just come and have a look at Whenever you see this video you can see what stage I'm up to with Getting the new domain name up and running and I'm sure there'll be a link in there somewhere. Yeah Yeah, and I just just hope that But yeah, this conversation has been really helpful In some way for you and you've been able to pick up some tips to apply to your own business And maybe you can mention who how do you describe your ideal client? I mean right now you're building the Of course expectant mothers But what about you know, what about the mothers that you find you work best with any internal characteristics about them or Yeah Definitely Definitely people who are well parents, you know, mums and dads who are really wanting to Well, everyone wants to do the best for their babies, but the internal Kind of traits is there they're intuitive. They're more naturally focused there Yeah, they're wanting to give their babies the best start in life And finding just alternative ways probably to to do that as opposed to just kind of going down the Main road, I guess. Yeah, I'm they're wanting to be informed and empowered and and really Purposeful in in bringing their children into the world. So it's very much conscious surfing and Parenting and doing it from the real place of love and connection Beautiful, that's great. Great. Well, thank you Claire for doing this go always connect with you and So if if anyone is you know wants to contact Claire, please be sure to look at the links attached to the video It should be either above or below the video depending where you're watching this and Contact Claire. She's very approachable and she's very helpful. So I'm sure she'll love to hear from you. So Thanks, Claire. Thanks everyone. Thanks so much George. Thanks everyone