Systematize Your Expertise & Make It Marketable with Stephanie O’Brien | 012

Welcome to the Profit Connections Podcast. We are so glad that you're here, and today we are going to dig into some really fun things. Think spaghetti, think profitability, think all things amazing, as we have Stephanie O'Brien here today, and I am going to ask Stephanie, the amazing Stephanie, and if you are not watching a video, you can't see her screen, and she's got these beautiful blues and greens going on. And I'm totally vibing with this feeling. And so Stephanie, if you could just tell us a little bit about what you do and why you do it. What's your why,

Stephanie O'Brien: my why is there, as somebody who's been a client of several coaches, I love how they're trying to be their best selves, live their best lives, and help them make the world a better place. I think pretty much everyone could use coaching. I've personally seen my life transformed by it, but so many coaches that they aren't reaching as many people as they want, and which means a lot of people aren't getting the benefits of the coaching, and they are. They're struggling with problems for years that could have been solved so much faster with a coach. I want these amazing coaches to be able to live happier, better, more successful lives, and I want their clients to have access to this coaching that could transform their lives and the lives of the people around them, their lives of their children, their lives of everyone touched by this ripple effect. So that's my why for helping coaches too quickly and easily turn their expertise into a life changing coaching program itself,

that's amazing, and getting in touch with that expertise that's across the board. For every business owner, every business owner is an expert in what they do. It's the pieces around that they might not be an expert in. And so I love that you're going to talk about how to pull that expertise out and what to do with it.

Stephanie O'Brien: Thank you. Would you like me to start with a few strategies that I use for that? Oh,

the gay right into the strategies. Yes, let's start with the strategies. What is, what's the first thing that that you like to work with people on?

Stephanie O'Brien: Well, the first thing I work with people on is a video that depends on what they need at the time. You know one thing that I help people do when they're trying to turn their expertise into a coaching program, or even just pull out their expertise that they need to, say, create social media contents to better sell their services, to better explain, say, if you're a business owner who sells physical products, to better explain which products the client needs and what they should buy and why. So the first step I always take is to in your hand, whether in your head or on paper, preferably on paper, on the screen, list all the steps that your clients need to take to get the result they want. And this is just a high level list of the steps here. You don't want to go into super great detail right now. You'll do that later, but just list the steps in chronological order. It's a really good, simple way to turn that big, amorphous, spaghetti pile of information in your head into a really clear outline, then now you're no longer staring at a blank screen that chases all your thoughts in the back of your head. You've got this really clear and easy to use stepping stone

that is really brilliant, because so many of times you are staring at a blank piece paper or blank screen, or I've got to do a social media post, or I've got to, you know, whatever it is to actually take it out and write it down, step by step. That's just so brilliant that now that it's not blank anymore, and you've actually done the work of getting it out of your head and systematized it in writing without really trying to, and it's you're just writing down what you know. And sometimes we get so caught up in the the forest for the trees, like we are, so caught up in what we know, we can't see it. So I think that's just so brilliant and so simple to just write it down, continue

Stephanie O'Brien: absolutely it ended too. It really helps with people who are so highly educated and so used to their own field and expertise, they forget how much they know. Yeah, they forget just all these details about what they know. They forget that they are experts. You know, sometimes you can start to feel like you're not that smart, not that qualified, not that valuable. And this helps to remind you that this, this is just the first step of reminding yourself just how much you actually know. If you want to give the next few steps in that process, if you feel it would be helpful,

yeah, yeah, give us the next steps. So we pull everything out of our heads. We write it down step by step. Now we have a visual. We have a path. So what do we do with that next

Stephanie O'Brien: the next step is to take step one and break it down into sub steps. Let's say you're a relationship coach, and you help certain single men to meet and marry the woman of their dreams. So step one might be to figure out what kind of woman you want to date. So you might go into the steps for that you know how to, you know, maybe have, say, a questionnaire or a checklist, how to figure out what you want for yourself versus what society tells you to want. You know, what, what kind of lifestyle do you want to have with her? What values do you share? Do you want to have kids or not? Break it down into the steps of, how do you figure out what you want in your ideal partner? And if any of those steps is not completely self explanatory, in and of itself, and I'm talking so self explanatory that if an alien who had never even heard of a dating culture was reading this, check with. And they know exactly what to do. If any of those sub steps is not that self explanatory, you break it down into further steps, and by doing this, so this is where the real gold, the real magic happens, because this is a simple, systematized way to draw all the information in your head and to really remind yourself you, as you break each break it down into sub steps, and then break each sub step down, you really get a view of just how detailed, how deep, how intimate your knowledge of this is. And you can kind of stop and look at it and say, wow. How many of these do my clients actually already know? And how many are they currently missing that they need me to teach them? Because remember, you don't have to be the biggest expert in the world to be an expert who can change lives. You just need to be the biggest expert in the average room. You need just need to know more than your ideal clients.

That's awesome. And my brain is just like exploding as you're going through this, because I'm a Systems person, so you're singing my song right now, talking about systematizing and doing all of this. And what also came to mind is, not only are you writing down your expertise, not only are you getting it out and getting clarity and figuring out the steps and the systems and putting all of that into place, even if we stopped at step number two, do you know how powerful a marketing document you just created?

Stephanie O'Brien: Right so much content in one place, you could take

all of those things and have enough content for social media, for newsletters, for emails, for advertisements, whatever you're doing, just on your expertise alone. Wow, that my mind is just blown. That's awesome. Thank you. That is helpful. Yeah. So do you want to give us another step. Can we get a step number three?

Stephanie O'Brien: Sure, very important step number three is include examples. For one thing, the human brain is wired to understand stories, and for another is sometimes when it's just an abstract concept, it can be hard to actually picture yourself doing it in real life, and it's so important for clients to be able to picture themselves actually doing this in real life. So give them examples, and make sure you in any case where they might look at a step and think, oh, I don't know if I really need this step or I don't know why I need to do it that way. Tell them why they're doing it that way. It's especially important when you're giving them scripts to follow, because for one thing, the script might feel kind of unnatural to them, and if it feels awkward for them to send and feels the offer to the other person to receive. So if you explain to them the principles behind what they're doing, for one thing, they're more motivated to do it, and for another, especially in the cases of scripts and stuff that you're teaching them, it gives them the tools to personalize it and make it sound authentic and to avoid sounding canned like some LinkedIn profiles I've seen, but without losing the expectedness. Yeah,

that's great. And having that picture and helping them visualize, that's great for visual learners. And then you have the stories. I mean, every thing that we know, if it were told in a story, story song, people will remember that. They'll remember the journey that that person took, the way that that story made them feel, and then they're more connected to the why of doing that step. So, you know, and it could be, you know, well, the reason you want to do Step number three is, this is going to help you, you know, upsell, and this is going to help you make more money. That might be enough of a of an explanation of why. Or this is going to get them in touch with what is their problem, and how can my problems, my solution, meet that problem and make it a solution for them. So there's all kinds of ways to do that. And I think that that is really an a very, what's the word genius way of looking at the motivation? Because you're right. Sometimes we're like, well, we should do this, and we're supposed to do it. It's the next thing on the list, or it's on the script, but I don't want to do it. And so what, you know, why? Why should I do it that way? And you know the why should I do it that way? That's just putting resistance between you and the goal. So breaking down that resistance and explaining that is really, really brilliant. Thank you. Yeah,

Stephanie O'Brien: it's great to overcome objections before they even happen.

Absolutely 100% if you can overcome the objection before they have it answer their the things that are going on in their head, you're going to calm them down. And instead of being in that like reptilian brain, that blah, blah, blah, they're going to be you're already, you've already cleared those clouds away and now they can sink down into well, what are you actually offering me, and does that solve my problem? And how can I work with you? Yeah, absolutely, that's awesome. Well, Stephanie has a gift for our audience today, and Stephanie, would you like to tell us about that gift? Yeah.

Stephanie O'Brien: Sure it's a guidebook called How to Pick a coaching topic that sells. So if you are wondering how to quickly tell which of your areas of expertise or which aspect of your areas of expertise, people are actually primed to pay you for how to discover what your ideal clients need that other coaches aren't already giving them, even if these are problems the ideal clients aren't openly talking about on social media or in public, and how to start a conversation that can lead to sales without being salesy, without being one of those people who shows up in the DMS and people are needed. We go, oh, one of these people. How to Be welcome instead of dying. Yeah. If you want to know how to do that, to feel free to pick up your copy of How to Pick a coaching program that's or how to pick a coaching topic that sells. So I'm going to put this link in the chat, but it can be included with the interview.

Awesome. So what we're going to do, as you know, a profit connectors. We have our profit connectors club, and we are going to put on Stephanie's doubt a free gift there. We're going to put a bio about Stephanie and all information and how you can connect with her. And that's profit connectors, dot club, C, l, u, B, and we'll have all of that information in the show notes. And I want to thank you so much Stephanie for being here and sharing this wisdom with us. I think that you have a really concrete and visual way of communicating what needs to be done that can be really accessible, and I thank you for sharing that with our audience today. And is there any like parting words that you'd like to share?

Stephanie O'Brien: Yeah, if anybody needs additional help to create their coaching program, I'd love to talk with you. I believe I like so we there with the interview. So if you've, even if you've gotten part way through the process and found yourself stuck, maybe you're procrastinating. Maybe you've got too many ideas and catch you between them. Maybe you feel like you don't have enough content, even after doing this exercise, and you're trying to figure out what to include. I'd love to have a talk with you. Just no strings, no pressure, two minutes, 20 minutes talk, just to get to know you and see how I can solve your problems. Oh, I look forward to talking with you. Thank you

so much. Stephanie, that was so generous. I hope that you will take her up on her generous offer. Thank you for joining us for profit, connections podcast, and we'll see you next time.