143: How to Grow an Influential Interior Design Business
Michele 00:01
Hello, My name is Michele, and you're listening to Profit is a Choice. Joining me on the podcast today is Diane Diaz, the lead speaking coach and personal brand strategist with speaking your brand. She works with women entrepreneurs to help them create their signature talk so they can speak with clarity, conviction, and confidence. Today, we're going to talk about creating your voice, ways to use it in your marketing and personal sales cycle, as well as how to use it as a thought leader creating influence in your industry. I hope you enjoy it.
Michele 00:40
Every day, empowered entrepreneurs are taking ownership of their company financial health and enjoying the rewards of reduced stress and more creativity. With my background, as a financial software developer, owner of multiple businesses in the interior design, industry, educator, and speaker, I coach women in the interior design industry to increase their profits, regain ownership of their bottom line and to have fun again in their business. Welcome to Profit is a Choice. Hey, Diane, welcome to the podcast.
Diane Diaz 01:13
Hi, Michele. So happy to be here.
Michele 01:14
Thank you, I'm glad to have you here. And I'm excited to talk to you, we kind of did a little bit of pre conversation and just talking about finding our voice. And I'm going to say this as a woman now. But as a little girl growing up in the south, it was very different. I'm going to say 50 plus years ago to be a young girl in the south finding your voice. And that has been part of my mission is to be able to help, I would say primarily women, certainly men and women, but helping people really know who they are, what they believe what they stand for, and then how to articulate that in a way that is comfortable for them, but also is able to be received by others, right? Because it's not enough just to be comfortable for me if it makes everybody else around me cringe when I'm trying to gain influence. And so I'm just super excited to have that conversation with you today. And then you even brought up the profitability of how to use that voice. And so I think it's an exciting conversation. And I'm just so thrilled that you're here to have it with us.
Diane Diaz 02:18
Yeah, I'm excited to be here too. And I'm glad you brought that up about women in the south because I was actually raised in Pensacola, Florida, actually we call it lower Alabama. So it's very much the South. And I think you're right, it's hard, you know, especially if we come from sort of that upbringing of you know, being sort of quiet and, you know, minding your manners and whatnot, that it's hard sometimes to know how to speak out how to have a voice, or how to even say what you stand for. Right. So that can be challenging. And so I think it's good to, for women to hear other women talk about that, and to get ideas about how they can kind of find what their message is. So they can be authentic, and talk about what they stand for, too.
Michele 03:03
Yeah, totally agree with that. And it's interesting, because when I watch this younger generation come about today, they tend to have a voice, and they're very out there with it. And I think sometimes, there's also that feeling because we weren't raised to have a voice. My grandmother used to say to me, you know, that whole, you need to not be heard and be quiet. Yeah, put everything out there. I mean, she would have been mortified, we wore clothing that had a brand on it, she was like you don't do that. It was so much more reserved; it was such a different world. And these days, though, if we are owning our own company and firm, and we don't know who we are, and what we'll do and how we do it, and we cannot articulate it, it actually can cause us a lot of problems before we talk about the profitability of finding our voice. Tell us some of the pitfalls of not being able to know what are and we'll define voice or maybe you define voice having it and then tell us what are some of the pitfalls of not having it before we looked at the profitability of having it and using it and crafting it?
Diane Diaz 04:10
Sure. Well, I think your voice is kind of a combination of things. It's your personality, and sort of the way you come across, but it's also wrapped into that are your values, what you believe in what you stand for, you know, the things that are sort of your hot button issues, the things that you want to stand for, and knowing what things you don't want to stand for. Right? And all of that is and then sort of the way that you put that out to the world. So all of that sort of culminates to form what is your, what I would call your personal brand voice and your personal brand voice becomes part of your business as well.
Michele 04:48
Right and then kind of merges more into our marketing and other things. You know, I always laugh when we talk about just the auditory part of our voice right? from having a podcast and from prior to the podcast, I've done this for almost three years. And prior to this podcast, I taught online education since 2009, every month doing a webinar hosting it for hundreds of people. And I can remember being like in a hotel eating and having a conversation, and people running up to me and going, you are Michele, aren't you? And I'm like, How do you know? And you're like, your voice? I recognize your voice. Right. And I remember thinking, wow, that's kind of interesting. And so I think you made the comment about how you how you speak and what you say, is the cadence of your voice that I mean, that is one part of it. Right? Yes. And I think that people do resonate with that I've heard voices that it doesn't matter what they say. It doesn't matter how right they are, how on topic, they are. their voice eerie to me, I'm certain my voice probably irritates somebody, you could probably ask my husband at certain times. But my kids, but I do think there are certain sounds and certain voices, again, just the spoken voice. And that's why we have to be careful what we say and how we say it, how we put it out there because people are going to receive it a certain way.
Diane Diaz 06:17
Yes. And I that's a really great point. And I you know, that also goes to this idea of what your personal brand is that you're like you said, some voices don't resonate with you. And they even maybe turn you off because they are for whatever reason, don't hit the right tones, right when you hear them. But I think that that just shows you too, that there's also like, I like to say there's a lid for every pot, right? So that's right, everybody's attracted to different things. And I think that's why it is so important for especially for women business owners to really understand what their voice and their personal brand is. So that they can just make sure that they're being authentic to what that is, then there's just going to attract more of the people that are drawn to them and actually repel those who aren't. And that is okay.
Michele 06:58
That that is true. So some of the pitfalls that I can just pull out from the conversation we've had thus far is not having let's talk about your overall brand voice. But there can certainly be a pitfall to the sound of your voice that you might want to get a voice coach and work on that. I mean, the people on TV do that all the time, right? You're constantly on there trying to sound like they're kind of Middle America when they speak, and not so regional. So that certainly could be something if we need to. I remember having to work on that. When I started in corporate, I had to work I know everybody on here says I sound Southern but you would have really not believed the way I sound prior to this. So this is a lot of work to sound I sound northern when I go home. Really funny. But when we think about the other one of the pitfalls is not knowing who we are and attracting all the wrong people. Right? Because then and then feeling guilty when we have to tell them no, I always tell my clients, I want your written voice. So then the words that we attach to our brand and to our messaging on your website, I want it to allow people to self edit. Yes, I want them to read it. And I want them to think that's not for me, absolutely not for me, or she is for me. So I think a pitfall of not having it, not defining it is not knowing who we are not having a direction for our company, our brand, our packages, our pricing or decision. There are certain words and phrases that we use that identify who we are. So our voice becomes that brand and that identity. And without it. We're kind of lost, right?
Diane Diaz 08:47
Yes, well, without it, what you end up doing is sort of blending in with everybody else. And that is not good. That is, you know, I think the human nature is to not want to stand out, you know, because you don't want to kind of be the odd one out. But from a personal brand standpoint, and a voice standpoint is very good to stand out. Because like you said, people will self-select out. And they will know you're not for them, but more of the people who you are for will come your way. And then those people will tell other people like them, who are also a good fit.
Michele 09:19
I know on my discovery form that I have people fill out on my website when they want to have a call with me. I'll see a lot of times because I asked the question, What made you reach out to Michele or why do you want to work with Michele? And they will write in because I heard you say this? Or because you have shared this or because you have mentioned this? I mean they are just saying it and I'm like Oh wow. And sometimes and I'll in all honesty, Diane, it could be something that I was even a little hesitant to add or to share in a podcast or in a blog post a little bit of vulnerable, right that that that comment and it's the thing catches everybody out there that they think, oh, you will get me you will understand me, we can work together or we share this idea or this belief system or something, right this value, and that pulls them in. I remember the first time, somebody sent me an email only, and maybe happened twice. And they wrote an email and said, Hey, I'd really like to work with you, you were recommended. And I was like, great. Go to my website and fill out this form, and it'll get you to my calendar. And we can continue. I would have assumed that this person had checked me out before they sent me the initial email. Well, she didn't. So then she went to my website and read something on my website she didn't like. And she sent me an email. And she's like, I'm sorry, I don't like this. And this. And since you do this, we can't work together. Wow. And at first, I was like, Oh, gosh, that that was harsh. Yeah. And then I stood back, you know, after you kind of remove the emotion from it, and I thought, oh, gosh, you just self-edited. And that's okay. So let's talk about that for a minute. Because you made the comment early on, it's okay. It hurts though. Sometimes, if we're not ready for it. share a little bit about that, and how we can kind of toughen the skin to go it's okay for them. To not resonate with our brand voice or business voice. Yeah,
Diane Diaz 11:27
Yeah. Well, I would look at it a couple of ways. Yes, it does hurt. And especially when you're kind of new at it, when you like you said you get those first couple of emails or messages or whatever it is that feedback of, you're not the one for me, it's like, oh, but why it hurts, right. But I would say a couple of things. First of all, think of it as free research that you're getting, right? And it's feedback. And it honestly lets you know you're doing the right thing. Because you're obviously in that vulnerability of sharing something that touched a nerve with them good or bad. That gives you the research to know, oh, I'm doing this right, because this sort of self-selected that person out there not for me, yes, it hurts. But the other thing is, if you ended up working with that person, it probably would not be a good experience, frankly, for either one of you. I mean, I have had that situation when I had my own business. Early on, when you first start, you're just taking all the clients. Right? And then what you learn is, all the clients are not your clients. And so the ones that you're not happy with, usually that was a there was a reason for that. So then once you modify your messaging, and your voice actually does come through authentically, as who you are, it will push some of those people away. Those are not the people you were meant to work with. So it's okay. There's somebody for them, right, but you're not for them.
Michele 12:51
And that's the thing. And the faster we figure it out, the better it is. I'm like you I can remember early on. I used to always say that I would work with anybody with breath and checkbook, right? You're breathing, you're alive, you're stroking a check. Let's go. Was aboveboard, we're going to work together. And now I am so very selective. I mean, I am I am quick to tell somebody, I'm not the coach for you. I told somebody last week, you know what, I think I can be the coach for you down the line. But I think there's somebody else who's better served to help you right now with the problem in front of you. I think you need more than what I can help you with right here. But they will poise you that I can work with you later. And he was so thankful. He's like, I cannot believe you would tell me that because most people would have just brought me on. And I was like, but she's better at that. And that is your number one pain point go there first. And then his comment was, I promise you, I'll be back and I believe that he will. And even if he doesn't, it's okay. But knowing and being able to articulate, you know, just what I can do, what I can't do, what I want to do and what I don't want to do, and I think sometimes we think that we can means we should because you can doesn't mean you should I think we have to look at do I want to I told my group yesterday, this is the year of Marie Kondo in our business does, it's our joy. If it doesn't spark joy, don't do it. And I think and you correct me if I'm wrong, Diane, but I think when we craft this voice, right, this brand voice and this message for our firm, it should spark joy. I know that when I look at my client list, like they excite me, these men and women that I work with, I am excited about their business like I am invested in them. I am just it's not a paycheck for me. It is an investment like I am pouring out my heart and my soul and my prayer time and everything else on their behalf like I care So that's why it matters so much to me who I'm connected with, to do this journey in business, and it should matter to everybody listening, who they're connected to, for whatever journey or whatever time that they're doing as well,
Diane Diaz 15:16
Yes. Because I always find that when I when we're very clear about who is a good fit for us client wise, I find that not only are they happier, but I'm a lot happier and working with them and like you just expressed, I'm very passionate about what they do. I can recommend them to people for the things that they do. It's a sort of a very, it's like a Kumbaya, right.
Michele 15:39
It's symbiotic. I mean, we're working together to have it and to move it forward. Um, let me ask you this, then. Alright. So I know that you help people craft their voice. And, we're going to talk about let's talk about the profitability side of it. So we I think what we just mentioned was kind of that first level of profitability is knowing who we are in business, what we do and who we serve, right, kind of that mission, vision, your why, all the things that that, you know, people have been listening here for two and a half years, we hit him over the head with it. You know, and people have probably heard me say this 1000 times, but I believe it with my whole heart, it is very simple to make money, you sell the right product and service to the right person at the right price, and then you manage the heck out of it. That's it in our voice is identifying the right person, the right product and service and the right price. There is something in there that says this is the this is where the magic happens. So when somebody is coming to you, Diane, and they're saying, hey, I need to craft my voice, and then we can talk about in a minute, some of the additional once you've crafted it once you know what it is, and you've got the messaging behind it, how to kind of expand upon that? How did you start with them to even figure it out?
Diane Diaz 16:59
That's a really good question. It starts with obviously a lot of conversation, right? And a lot of back and forth of you know what their goals are? Where are they in their business? Are they just starting out? Are they a little further along? Are they shifting, sometimes, business might be shifting to maybe look for different types of clients, or maybe they have a bigger goal of Okay, I've got my businesses running really smoothly. And now I want to write a book or I want to do that talk, you know, I want to do a TED talk, right? So we try to start with whatever that is. And then, you know, and we even have a form they fill out before we start to work together where they, but it really forces them to dig really deep. And sometimes they're like, Well, that was really hard, you know, because these are questions they might not have ever thought about. I mean, they might have been in there, but they never really articulated the answers to them. Like, you know, what are you passionate about? What, what ticks you off in your industry? Right? So what isn't happening in your industry that you wish would that that's where it gets to, what their deeper values are, and the things that they care about that they know that if their clients learned these things, they would be happier, and they would be more successful. So we're trying to really dig in deep to pull out these ways that they feel about the work they do about their industry, and about sort of their place in that space.
Michele 18:20
You made a comment, just taking a note when you said it, because it resonated with me. You're asking them what they don't like in the industry. And I even went through a hiring process to hire my latest person. And I worked with a recruiter and they helped me find it because I just didn't have time to go out and source 5000 resumes, you know, on all that was going to cut. I just didn't have time for that. And one of the questions that the recruiter asked me was, what irritates you? You hire, what irritates you in relationships with irritates you and in the workplace. And while it felt somewhat critical to answer the question, right, and rightly so we're giving critical information was so freeing. Yes, great. And I think the same thing, I thought the same thing when you said that, if I were to tell you What irritates me in our industry, and that could be a whole nother podcast. If I were to tell you, what would irritate me in our industry, like, for example, here's one of the things that irritates me, I'll just put it out there of drama will want in the sand. I cannot stand it when somebody who does not know somebody else's business tells them to raise their prices. I think that's malpractice. Unless we know the service they deliver the area they live in the product that they have, the way they do business, the experience and the knowledge and we don't even know the numbers that we're working with. Why would we tell them to raise a price? I think you raise a price when you've done the research behind it to know that that the product and the value that you bring are worth something. So that is an irritant for me, right? But that's freeing for me to just say it and to go, you know what other people might do that. But I don't think that's fair to you, or to the consumer, to just arbitrarily say, raise your prices without digging in to go, what are you doing? Where are you living? And what are you serving? Maybe you only do half of what somebody else does. Why would I tell you to raise the price? If I never stopped and looked at what you were doing to even make it a conscious decision? Right?
Diane Diaz 20:30
Yes. And Michele, I can see to buy, as you're telling me this, that says something about your voice and your personal brand and what you stand for?
Michele 20:40
Yeah.
Diane Diaz 20:40
I mean, you basically just articulated something that is so important to understanding what your brand your personal brand voice stands for, you just encapsulated it. And so when someone does what you just did, that is a golden nugget of understanding what you how you even want to position yourself.
Michele 21:01
Right? I don't want to be for the masses, giving broad stroke information, right? I'm like, I don't feel like that is showing. For me, integrity is a really big deal. And it doesn't feel like it is working with integrity for the consumer, or for the business owner, it almost feels like we're showing him up for a fall if we're not careful. And so, you know, I can remember when I was first asked, you know, what were those things, just like you said, and at first I was like, gosh, I don't want to say it because then somebody is going to think I'm mean, or they're going to and you know, again, a woman from the south, you're going to be kind you should be nice. And you know, I do think it's kinda I think that early on in the podcast, as somebody said, being clear, is kind being unclear is unkind. And so I've heard that, right, I've had to retrain my brain, if you will, to sharing a hard truth is being kind I'm being kind to you, allowing you to broad stroke something or to believe in untruth about what you're doing, or what you're putting out into the world is actually unkind. And so, you know, I draw some pretty hard lines, but I'm not giving you that kind of advice, unless I look at things unless I understand. I think that would be something I'd love to hear you speak on. How do you sometimes the tension, what you believe, and being able to accept that as your truth, and giving it voice because it took some confidence. And you know, and I'm a pretty confident kind of gal, self assurance is my top five strengths. So I have that, but nobody wants to put something out there and be unliked or to be looked at as being difficult when I mean, we don't go through the world, most people saying, How can I be enlightened, difficult today? How can I make people not going to make people not want to like me today? I mean, that's not what we wake up and do that. How do we sometimes when we have maybe an opinion, that could be a little different? How do we start to own that and build that confidence to craft that voice? Because that's, that's the voice that we see on all the 5000 books behind me is somebody who stood outside from the crowd and said, it's not that way, or here's a better way, or here's a different way.
Diane Diaz 23:17
That is a really great point and question. And I think that you know, you're right, it can take quite a bit of confidence, like, especially when you're first starting your business, you don't want to be the contrarian because then of course, well, then people won't like me that I won't get clients and but when you start to test it out in small ways, and then you start to get the feedback that people are understanding what you're saying, and that some people, some group of clients, potential clients are aligning with it. And feeling like it resonates with them. When you start to get that feedback, it will give you that confidence. But you can't get that feedback until you start to put it out there. So it's really important. It is hard. That's the chicken egg thing. Yes. So I often encourage my clients to test it in really small ways, right? So maybe, you know, do maybe do a podcast interview like this and share some small tidbit that may be sort of run contrary to what your industry talks about. But that, you know, it's not just you being contrary it's you giving a piece of information as to you know, is super important to your audience that will help them because I always like to say to you, if you have this, this thing, like you said something that really bugs you, but you know, it's important because it is the more sort of profitable thing to do and the right way to go for your client. I always say well, who are you to hold out on what they need what you know, as the expert will help. I think that's a good point. Yeah. And then when you test it out, of course you don't like you said, You don't just come out with it and be unkind, you soften it, but it's also sort of an education process of As the expert educating your audience on like you said your example, why it's important not to just say, Oh, just raise your prices. Here's why that's important. And then you have it backed up with your knowledge and your expertise. And so that, although it might be contrary to what your industry does, your audience says, oh, hmm. I can see she knows what she's talking about. Right. So now you've, you've sort of built that, that understanding that they know that you're expert at it, and that builds your confidence when you start to get the feedback, like
Michele 25:29
Alright, so if I could break that down, this is simply not just saying, here's what I think. Right? Right. It is knowing why you think that? Yes. So right. So you're making a stand on what you believe? And then you're giving the reasons that support it. So then you're not just being a contrary and for contrary sake, you are, you're sharing a different viewpoint. I know that people like when I owned a window treatment company, people would just always call in their question was always, how much is the panel? How much is a panel? And I was like, why do you just want to know that number? You didn't ask me how it's made. You didn't ask me about what went into it? You know, fabric wise, you didn't ask me what level of perfection it was done to? You didn't ask me anything, you drove it into commodity? And was a boutique offering? Right? Don't ask me a question that doesn't have a basis. And I think finding our voice is putting out an idea, but having the basis behind it, we have to, that's my whole reason of not telling somebody I do not know to raise their price, if I don't know the basis for what they're doing and what they're putting out there. And I think that that builds our confidence, because we've seen that basis for our belief system play out enough, that that starts to feed our confidence to be able to stand upon whatever we've put out as our voice or our brand, our belief system, that we're willing to hang our hat on that right.
Diane Diaz 26:59
I think it builds your credibility too. Because you, your audience sees you as someone with a strong belief that they stand on that they support and don't go against, right. So that builds credibility, because you believe it so much that and you live, you walk the walk and talk the talk,
Michele 27:14
I know when because I work a lot with businesses, certainly in a holistic way of helping coach the strategy of their company. But I focus a lot on financials. And so, you know, I think when people find out that I'm not going to come in and broad stroke it instead, I'm going to say what do you want? What do you believe? What are you selling? Where are you going, they start to have this feeling of I've been heard. And then they start to realize why it's not just why not just giving them a recipe and kicking them on, go, go do that I'm giving them I usually say a framework and a way to put things together that they can then use later, right. And I think that's what thought leaders do as well, they don't just give you one thought they give you a framework for thinking. I mean, can you talk a little bit about how we can take our voice, let's say our brand voice, our business voice, right, and how we can expand it beyond just that sales process with our immediate customer base. But we can maybe move it into a larger arena of speaking, I've got quite a few clients that are wanting to be on the speaking tours, or you mentioned TEDx, or write a book, even using it, and a broader frame for a digital download of something that people are buying in a bigger way. How do we take that voice and expand it and become that thought later? But that being the flash in the pan? Kind of person? How do we do that?
Diane Diaz 28:43
Yeah, that's a really great question. And I think it is important because and I'm so funny that you mentioned frameworks, because that's what a framework and the framework we use as building your brand speaking your brand framework. Frameworks are great, because they're almost like a scaffolding that you can be down here at the beginning. And then you can ramp up and then you can go as high as you want. So they expand, they contract, they shift, but it's sort of your foundation for what you do. So I think starting with a framework in mind, for what your thought leadership message is, is a really great place to start. So if you put a framework around it, and whatever, you know, your way of doing what you do in your business, whatever your businesses, so in this case, you know, design firms, what is your way of looking at design, what is your sort of perspective and your unique outlook on it and sort of your take on the way designed to be done or, or carried out. And then you create a framework around that. It captures your brand voice and your personality. It captures your unique way of looking at your industry and the work you do. And then you put a framework around it that then can become not just the work you do with your clients, but it could turn into a TED talk and it could turn into a book and it could turn into A keynote address. So that framework can expand it can contract, it can become kind of become whatever they needed to be to continue to grow their business and grow their message and grow their thought leadership if they want to.
Michele 30:14
So the same way that we kind of create a framework for business, a framework that says, Here's, if you will, who we're going to serve, how we're going to serve them, the processes we're going to use, we can use those same kinds of ideas and frameworks for pricing, we can also use it for our voice. And then right, it's just creating this, like you said, a structure that we're going to use to build upon, I know what my structure is right? And it expands and contracts, I can take some of the same topics, and I can make them into a quick blog read, or I could expand upon them for an hour and a half on stage. You know, when I'm speaking, I can turn it into a 20 minute podcast, or I could turn around and do a two hour deep dive with somebody you know. So I think it's important to know what are the highlights that go that allow you to do something quickly. And then where the point is that you can dig in and go deeper? Is there anything that you've seen from your experience, Diane, that we should be careful of when we're creating our voice, you know, when you kind of are saying what you don't like you did mention, we want to soften it and be as careful in our speech, we want people to understand what we're trying to say. And we want them to hear the message behind the message as well. Like, I am a very direct person. But people always tell me that they hear that I care about them. And that's why I'm willing to tell them the hard things that nobody else will tell them. Right. They're like, you're not coddling me. And you're speaking to me, as if you believe I can do this. And it's like, because I really believe that you can do this. And maybe sometimes they've been talked over or talked at or talked around about a particular topic. You know, certainly financials. And so they don't receive the message that somebody is telling them. So I know just from what I do. My message is not an easy message. I know what I know, it is not. And I'm super cautious of that and how I say it and you know, and most marketing, what do we do we find the pain point, we jump up and down on it, I try to be super careful not to over jump up and down on the pain point. Because I have found that in my niche that are that I serve me jumping up and down on that pain point actually creates shame, and drives him into a corner. And so what I have to do is point out the pain point, and then move to confidence and clarity and control. I have to actually twist it on its head maybe more quickly than others do for their voice and their message. And I'm just curious if you've seen other things like that, that we should be cautious or careful of that one was a shocker to me. I just thought well, I'll just tell you what's wrong with your finances. And then everybody will be like, Yeah, let's go fix them. And it had the opposite effect.
Diane Diaz 33:12
Yes. Because I think, yes, the audience, your clients and customers, they want to fix that problem. But they don't want to feel like it was their fault that they created the problem, right? So you, you give them the safe space to work it out where you're nurturing them rather than judging them. Right. So I think that's a really great example of where when you're defining what your thought leadership message is, you do want it to be to demonstrate to your audience that you identify and understand where they're coming from. And I think that's you're making a connection with your audience in that way. And they trust you're building trust, trust. Mm hmm. And I think that's the key is, it's not just, here's a bunch of information, it's going to help you and you're going to shove it down their throat, but it's like you're building trust, they feel comfortable, you're being you're being genuine and open and honest. And they trust you. And so when that comes through in your thought, leadership message that you understand your audience, and you build that trust, and that's part of the framework to is building the trust, right? Yeah.
Michele 34:17
So when we're talking to everybody listening today, and they're all thinking, Okay, I need to make sure that I have a very clearly defined voice. And I think it's interesting because you're giving them to some ideas of how they can use it. Let's say that they say, you know what, I don't know that I ever want to be on TEDx. I don't know that I ever really want to write a book. That's okay. What are some other ways that you see maybe some creative ways that those people that are listening could use their voice if they, if they go through all the work of defining it and creating a framework, and we want to at least take it a little bit past, you know, just those initial clients that we're serving, but we don't necessarily You want to start a podcast? Or we don't want to be in a book or whatever? What are some fun, creative things that they could do with that?
Diane Diaz 35:06
Well, that is a really great question. You know, once you've defined your voice and what your personal brand stands for, and what sort of your thought leadership idea and message are, you could just get really good at conveying that it on LinkedIn. So making sure that, you know, if you're, for instance, if you serve business clients, or if your business to business, LinkedIn is where you want to be. So you could get really effective at really zeroing in on how to convey what you do, and what you care about what you're passionate about in a way that your audience is going to resonate with it. And they want to work with you. And that's something that you should be on LinkedIn anyway. So even if you don't want to speak or write a book, effectively using LinkedIn could be your thing. Right. So that's one way, another thing you could do is you could do small trainings, or small webinars of your own, or even just videos that you create, and you put out on various platforms to sort of convey what it is that you do in an interesting way to your audience, however, that comes through. But first understanding your thought leadership message, and having that framework will help you to be able to craft those different videos, because now you've got clarity around what your audience needs, what is it you do, how those things line up what you stand for how you can position yourself with your audience, because you've done all that work in the framework, and then that framework can become the foundation for a series of five videos that you put out on what you do.
Michele 36:37
And all of those things. Just really tighten up your marketing. Yes, I love it when somebody comes through on my discovery form. And they have already, like we binge watch shows all the time on Amazon and Netflix and Hulu, and whatever else streaming video, we have, you know, when everybody's asking online, what's the next thing you're going to binge, but when they email me through that form, and tell me that they have binge listened to my podcast, that's Yeah. And they, they know what they pretty much think they know what I think and what I would say and how I will react, my sales process is so short with them. Because that idea of no light trust that transfer of trust, they've already transferred the trust to me, before I've ever had a personal word with them. Because in their mind, they hear what I have to say on the podcast, and I'm talking to them, they mind, I am speaking to them, I wrote it for them, I'm talking to them, I'm describing them. And so you know, even if it was that I never I mean, I've been an author and a book, I've been on stage and spoke, even if I'd never done those things, because I just put it out there, they already have this idea that we're kindred spirits, right. And they're right, because a lot of times that I'm attracting that. So we're having conversations as if we've known each other forever, and the first few minutes. And I would suggest that a lot of our clients, those listening today have done the same thing. And that's why when their clients call in, when their messaging is so clear, they're almost like I want to work with you. Because you said this on your website, or because I watched this video that you sent or because you did this in this document or you use this phrase, and it's a phrase I use, or I remember when you know, they're they've got these, this, your framework is capturing their attention. And so at you know, I just don't want anybody to get hung up today thinking, well, I don't really want to be on that Ted Talk, or you don't have to write into your point. Once you've identified your brand voice, really the sky's the limit. It's up to us how we want to use it, how big we want to go with it. And I would also say you may not want to do those things when you start but perhaps as you continue on, you want to do
Diane Diaz 39:03
Yes. So don't limit yourself, right? So give yourself the opportunity. And if you don't want to do it, that's okay. But at least you know, it can grow.
Michele 39:10
How quickly in a business lifecycle should we be developing this brand voice? And how often should we be massaging it?
Diane Diaz 39:19
Great question! Well, I would say to start with you go into your business with a brand voice right off the bat. But you aren't probably and you meaning anybody probably isn't really intentional about it at first because they don't really you know, they've haven't started working with clients, so they're not getting the feedback they need. So I would say once you start your business and you start working with some clients, and now you're getting some feedback, you know, just the experience of working with them how it went what they said things they didn't said to you, that gives you sort of that research for, Oh, I didn't quite want to come across that way I need to sort of change it. This is how I want to come across. So go through that a little bit. And then you can start to be more intentional, because again, you're going into it with a voice and with a brand personal brand and a business brand. But once you've got that feedback from your audience, you can now start to massage it a little bit to be more aligned with how you actually want to come across. So I mean, it takes everybody different amount of time. But I would say within the first, you know, year, you should, if you've been working with clients, you should have some feedback that you can use to start to craft a more a voice and a brand that's more consistent with how you want to come across.
Michele 40:33
And you know, I've been in business like 21 years, and I've been in this particular business of coaching for eight. And as my business grows, and as I grow, I go in and I look for some, maybe sometimes modifiers, that might change, right, some of the descriptive words that might shift just a little, where the nuance has even maybe just shifted in the way that even in the world, we're looking at things and just being very cautious and careful of the words and the choices, and the descriptors, or differentiators. Because sometimes we have others that come up that kind of start seeing our success, and they start using certain words and phrases that maybe we've been using. And now all of a sudden, we have to kind of differentiate again. I mean, I've certainly had to do that, and no others have as well. You know, they do say that that is a form of flattery, it just doesn't always feel flattering. You know, I do think that there is some massaging we're always constant. Not always, but I do think that we have to continually keep our mindset on, how are we differentiating our products, our services, our offerings, and who we are as a firm and as a culture in our company.
Diane Diaz 41:48
That's a great point about culture, too, because you're, as the owner, your personal brand, is sort of informs that culture. And you certainly want to have alignments of your company's culture fits with your values and what you care about, right. So I think that's another reason why it's so important to explore your thought leadership message. Again, even if you don't have the desire to do a TED talk or write a book. Even if you're an operation of one, you still have a thought leadership message, right? And it's still important to understand what that is, so that you can be living that out. And then if you do start to hire people and build your company and grow it, you want to make sure the culture is aligned with that. That's a really great point.
Michele 42:29
Yeah. And Diane, share a little bit with us about what you do and how you serve clients to find their brand voice.
Diane Diaz 42:36
Yeah. So speaking your brand, as a speaking coach, I work with women and entrepreneurs in a variety of industries, to help them define their message and kind of get their arms around what that thought leadership message is. And then we also work with them to craft signature talks many times, many times clients do want to do speaking, whether it's a TED talk or Keynote talk, or sometimes they just want to do webinars for their business, right. And so we help them kind of craft that framework around what it is that they do and what their thought leadership messages and then build whatever content whether it's a talk or a webinar, build that for them to use to get their message out there to their audience. And along with that, of course, comes building confidence in speaking whether it's, again, just speaking to their clients, or speaking in on a webinar or on a stage, or a boardroom or leading a company, whatever it is they're doing, but having that confidence to do that, and, and to position themselves in a way that gives them like you said, gives them that opportunity to expand into something bigger if that's what they want to do.
Michele 43:44
I love it. And so what is the website where they can find you?
Diane Diaz 43:47
Yes, so our website is speakingyourbrand.com.
Michele 43:51
And you mentioned having before we started that you had a download for our listeners. So let's tell us a little bit about the download.
Diane Diaz 43:59
Yeah, so we've created specifically for your listeners, we've created a workbook to help them develop their thought leadership message. And it's a pretty, pretty insightful workbook. And I think you'll find that when you go through it, it actually gives you a lot of insights. Again, even if you don't want to speak it's going to give you some insights is going to help you and you can go to speakingyourbrand.com/welcome/michele and get that workbook. And I hope that helps someone kind of give some more thought to what is my thought leadership message, what do I stand for, and help them kind of define their brand that way? I love it.
Michele 44:34
I love it. You know, I remember a few years ago, Diane hearing the word when somebody said what is it that you really want to do? And how do you want to serve and help other people because I really believe we're in business to serve right? profitability if we're looking at Of course, yes, that is the payoff for serving Well, in my opinion. And I think one of the words that kept coming to me was impact really wanting to have a positive impact on people, and on their companies and on the profitability of thought and of money and of people and of culture, like I want us to build businesses that we love, not businesses that drain us and exhaust us that we do not like. And I don't know that I'd ever until recently, within the last year or two really thought about this idea of thought leadership,
Diane Diaz 45:24
yes,
Michele 45:25
I think it's kind of a newer phrase over the last few years. But I think it's a really great phrase. And that thought leadership matters in small groups. And it matters in large groups. And it is rare, I can remember when people would ask me if they could be a speaker or a teacher when I owned a school a few years ago. And we would always say, you need to start with your local group, you need to start with your local community, get some speaking events, with small groups, before we on a stage in front of 250 or 3000. Start Here, start on a podcast to start on your webinars, send us something so that you've started. And so I want us all to understand that. And you've made the point, I just kind of want to hit it with an exclamation behind it. Thought Leadership happens in the home thought leadership happens in your company. So
Diane Diaz 46:16
Glad you said that. Yes.
Michele 46:17
Thought Leadership happens in small groups. It happens in friend groups. I mean, I could tell who my kids had been hanging out with but thought leadership, right? It happens in what we say on Twitter, and 140 characters, thought leadership is about taking your thoughts and putting them out there and leading people. And I would just implore us as we are using our, our ideas and our belief systems and our thought leadership to do it with intention and to do it with care. Right. Yes. And I love that that's what your company does as well, so that as people are coming in to talk to you, you're helping them craft it in a way that they're being careful with their words and careful with their message and careful with what we put out there. And I think that's where the profitability happens.
Diane Diaz 47:01
Absolutely. Being very intentional, like you said, and with care and giving thought to it. And like you said, I'm glad you mentioned that it begins at home, because even if you don't work, moms are thought leaders, dads are thought leaders, right? So thought leadership is everywhere. So you know, and even as a student, frankly, it's everywhere. So I think like you just said being intentional about your thought leadership is kind of the beginning of all these other things that you may eventually do. So it's really important to start there. So
Michele 47:29
right. I love this. Well, Diane, thank you so much for the conversation. And we we've talked about brand in different ways on the podcast before but never with the kind of the leaning towards the thought leadership and speaking and that way. So I just appreciate a different way to look at it. And then we're you know, we're using all that work that framework and more than one way so I have a conversation.
Diane Diaz 47:55
Yes, me too. I really enjoyed it. Thank you so much, Michele,
Michele 47:57
You're welcome, Diane, have a good day. Thanks, you too.
Michele 48:01
Thank you, Diane, for sharing all of this with us. I love really thinking about our brand voice as you described it as scaffolding or framework. I don't know that I thought about it as a framework before. So I think that's really cool. I also love how you share with us how we can once crafted, use it in bigger ways, and especially as thought leaders. And so this really gives us something to think about. As you all know, my goal is to help you be intentional with what you do, and to really think about profitability in your company and making decisions in choices that will lead you there. And one of the ways that we do that is being very clear about who we are, what we do, who we serve and how we serve them. If you are looking for someone to come alongside you and help you in a holistic manner look at all of your business at one time, including the financials and all of those decisions. I would love the opportunity to do that. You can find out more by going to Scarlet Thread Consulting calm and filling out the discovery form that will get you to a call with me and let's see what we can do to move you forward. Remember make every decision by choice and with intention because profit doesn't happen by accident. Profit is a choice is proud to be part of the design network.org where you can discover more design media reaching creative listeners. Thanks for listening and stay creative and business minded.