How to Handle The Feast with Danielle Hughes

20027

May 7, 2021

 

In this episode, I talked with
Danielle Hughes, whose advertising and marketing is working so nicely that she’s acquired
an excessive amount of good work with good budgets from good individuals. What to do?
It’s an excellent drawback to have however not essentially simple to clear up. So
we brainstormed options. If you want what you hear, we’d like it
if you happen to write a assessment,
subscribe on
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Mentor.

Here’s the transcript of the
dialog:

ilise
benun  

As you most likely know, my mantra
for this podcast is about avoiding the feast or famine syndrome. Of
course, famine is to be averted for apparent causes, however what about
feast? The thought of the feast is interesting but it surely has issues of
its personal. What do you do when your advertising and marketing is working so nicely that
you are getting more good work from good individuals with good budgets
than you may deal with? Should you develop? Should you delegate? Should
you rent an worker, or just increase your costs? These are only a
few of the questions I tackled with Danielle Hughes, who’s on this
enviable place. So hear and be taught.

ilise
benun  

Hello Danielle. Welcome again to
the podcast.

 

Danielle
Hughes  

Thank you, ilise, I’m excited to
be a twofer.

 

ilise
benun  

Exactly. And earlier than we speak
about what we’re going to discuss, please give your most present
elevator pitch.

 

Danielle
Hughes  

Sure, I imply it is at all times a piece
in progress, however my identify is Danielle Hughes. I’m the self
proclaimed Chief Personality Officer of More Than Words Marketing,
and I assist people and establishments convey more of themselves
into their messaging by means of what I name creating your real
character model.

 

ilise
benun  

Beautiful, and that is been
evolving and rising during the last couple of years that I’ve recognized
you and it has been very thrilling to see that as a result of, you realize, when
we first acquired to work collectively, you have been doing principally copywriting.
Right? 

Danielle
Hughes  

Correct, sure. And very a lot simply
a freelancer, did not even have the enterprise at that
time.

 

ilise
benun  

And as many individuals know, the best way
I determine who’s gonna be on the podcast is predicated on concepts.
Basically, if somebody comes to me with a very good thought, I
usually say sure, particularly if it is related to my listeners, who
are creatively self employed individuals. So you got here to me with an
thought. What is your thought, Danielle?

 

Danielle
Hughes  

So it is humorous as a result of I at all times
hear to your podcasts, and also you at all times discuss, your factor is
about getting out of the feast or famine cycle. And I had this
considered what occurs when it is all feast. And what do you do
with that? It’s one thing that I feel all of us form of dream of,
like, “Wouldn’t or not it’s nice if I simply have this regular movement of labor
that is pouring in on a regular basis?” 

 

But what occurs when that work
is possibly an excessive amount of or too good and what do you do with that? What do
you do while you’re simply feasting on a regular basis, and there is an
infinite feast?

 

ilise
benun  

And so possibly earlier than we get to
that. Tell us a little bit bit about how you bought to all feast. What
form of advertising and marketing, are you doing, that’s producing the
feast.

 

Danielle
Hughes  

So a couple of issues. I’d say I
am a continuing networker. I’ve toned it down a little bit bit, however
most individuals who comply with me know that final 12 months I had 240, face to
face, or digital face to face conferences in the course of the pandemic. I’m in
a number of networking teams. And I feel that each one of those
relationships that I’ve been cultivating and the best way that I
place myself have simply actually began to repay in recognition
and consciousness. And you realize it is about relationships, proper? So now
I’ve this belief that folks need to refer me for work. So that is
one. 

 

The second piece is my
publication which works out twice a month, and permits me to keep in
entrance of my viewers, however more importantly it permits me to have a
distinct standpoint that actually appears to be resonating with
individuals. I feel it is humorous that “personality brand” was one in every of
these first weblog posts or newsletters that I wrote once we first
began working collectively. It was only a idea. It wasn’t meant to
be my model. And it is taken on a lifetime of its personal now and I really feel
prefer it’s taken, two, three years for that to get into the ether,
and for the world to begin recognizing it. 

 

So I feel it is the mixture
of networking and outreach that is form of created this windfall of
individuals coming to me with work on a regular basis. 

 

ilise
benun  

So, once more, I’ve a couple of more
questions earlier than we get to the feast half, as a result of what you simply
described is 2 of the three most important advertising and marketing instruments within the Simplest
Marketing Plan: the strategic networking, and the prime quality
content material advertising and marketing, which is your publication. 

 

I’ve been speaking loads with
individuals currently about electronic mail newsletters and I continuously get the
query about how typically and the way lengthy. And usually, my reply is
month-to-month is a lot and quarterly is a minimal; and shorter tends to
be higher. But yours works, clearly, and it is each different week
and it is lengthy, so speak a little bit bit about what works for you in
that technique.

 

Danielle
Hughes  

I do not assume as lengthy. I feel
it is quick. You know the way they let you know how lengthy a “read” is when
you create a submit? Well, most of mine are 1 to 2 minutes to read.
So to me that is fairly quick.

[Regarding frequency], I at all times
inform my purchasers to do what you may commit to. And for me, month-to-month
was truly too rare. I’d quibble with you. I feel most
individuals ought to do at the very least month-to-month. I feel quarterly — why trouble?
You may as nicely simply not do it in any respect. But for me, weekly felt
too daunting and I did not assume I may commit to that; each different
week simply felt like one thing that I may chew off and chew. And
as a author I form of really feel like you ought to be in a position to put out
content material at the very least twice a month. That simply seems like one thing that
you ought to be prepared and in a position to do. 

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And it is simply labored out for me
as a cadence and most of the people assume it comes out weekly, which is so
humorous — as a result of individuals who assume I ship it out each week, I hold
telling them no it is not. But they’re like, “I like your
newsletters and look ahead to them. I am unable to watch for Friday.” And
sure, I ship them out on Fridays. I do not even know the way that
occurred however I simply began doing it on Friday and now I really feel like
I am unable to break from that. But I feel this look that it comes
more continuously can be actually attention-grabbing, as a result of I suppose if
someone is wanting ahead to one thing they assume they get it
more typically than they do.

 

ilise
benun  

I do not know. I’m positive there may be
one in every of these psychological blind spots and I can come up with about this
notion of frequency. I’m going to have to look into that. however
my publication, my Quick Tips, can be each different week and folks
assume it is weekly so there may be positively one thing
there.

 

Danielle
Hughes  

Yeah, so possibly we’re gaming the
system. So you do not have to do it each week to get the weekly
impression.

 

ilise
benun  

I like that. And now let’s simply
speak in regards to the networking for a second, as a result of within the pandemic, a
lot of individuals have stated, “Oh, it is simply a lot tougher to community
within the pandemic as a result of you may’t be in individual with individuals.” But
the general public I’m in touch with have discovered it that a lot
simpler and I’m curious in case you have to?

 

Danielle
Hughes  

I feel it is simpler to discover
teams you may attend, as a result of you do not have to bodily go
someplace, proper? So you may attend teams out of your space. For
me, I’m in a weekly networking group that has 150 places throughout
the nation. So to start with of the pandemic, I used to be popping
into Texas and over to Colorado, New York and wherever. I stay in
New York City. So I do have lots of alternative right here, however just like the
thought that you just name in out of your sofa and attain more individuals,
particularly as both a service supplier or product the place you are not
location based mostly. I imply, the potential is a lot more to increase
your horizons. 

 

But I additionally really feel just like the
pandemic for lots of people created a necessity for connection. And so
more individuals have been prepared to not solely community however a very powerful
factor — networking is the irrelevant half — it is the comply with up to
that face to face assembly that you’ve got with somebody the place you get
to know them they usually get to know you. That’s a very powerful
piece as a result of that is the place you grow to be memorable, you grow to be this
absolutely realized individual, and also you create that connection and also you’re
bodily nonetheless seeing them on the display screen so you will get to read
their power. You get to form of vibe and see if you happen to’re on the identical
web page, after which that leads to them understanding those that you must
join with, you understanding those that they need to join with. So
for me I felt like I used to be in a position to ramp up my networking, which I had
already been doing anyway in only a greater approach.

 

ilise
benun  

I need to join the dots
between the 2 advertising and marketing instruments as a result of more often than not I see
individuals doing advertising and marketing, however not in a related approach. So while you say
comply with up, you are doing this to strategic networking, after which
you are doing comply with up. Is the publication a part of the way you comply with
up?

 

Danielle
Hughes  

I imply, if individuals join
it. I most likely ought to and may very well be higher about asking individuals to
join my publication after I meet with them or after I do a face
to face. I’ll discover that lots of occasions they do this on their very own,
both earlier than or after we meet. I’ll see that there is a
subscriber, after which I’ll notice it is somebody that I’m going to
have a gathering with that day or that I simply talked to. So it is not
essentially a part of the comply with up to the
networking. 

 

To me the comply with up to the
networking is — I take notes once we meet, and I take into consideration —
there’s one thing we name the three “i”s. Because you may at all times do
an
introduction. You do not at all times know someone that you may
refer while you chat with a brand new individual, however you may present

data,
whether or not it is an article you read, or simply one thing that you just discover
related. Or you are able to do an

invitation, the place
you may invite them to one other group that you just belong to.

 

So I’m at all times serious about how
do I serve these individuals, even when I do not know somebody that may be
an excellent shopper for them? Usually I will be like, “I do know a networking
group that is in search of no matter you do and here is an
introduction.” 

 

Yesterday I talked to one other
author and I belong to like two advertising and marketing kind teams — one’s a
Slack channel and one’s an electronic mail — and I stated, “I’ll hook you up
with these,” as a result of she was in search of a job and individuals are
at all times posting alternatives on there. So generally I simply assume
it is, how will you increase what you supply exterior of at all times considering
you might have to make a referral or it is all about you? I do not often
go into these items making an attempt to discuss myself. I often go into
them, making an attempt to discover out more about them, which after all creates
more goodwill. They really feel seen, they usually’re more doubtless to keep in mind
me, regardless that I most likely spend much less time speaking about myself.
And then they arrive to me once they need assistance with
content material.

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ilise
benun  

So that is you utilizing curiosity as
a advertising and marketing software and generosity as a advertising and marketing software. I simply need to
articulate and summarize what you simply stated about your comply with up
technique, the three “i”s — it gave the impression of introduction,
data, invitation.

 

Danielle
Hughes  

Introduction, data,
invitation. Correct.

 

ilise
benun  

All proper, so all of this
collectively has resulted for you in feast. I simply need to say
one thing about feast or famine first. I like alliteration — feast
or famine first — as a result of the ebb and movement is, to me, the character
of being self employed, particularly the best way you and I are. It is
simply up and down, except we get a J-O-B. We are by no means going to have
regular, regular work continuously. The solely state of affairs the place you do is
when you might have that “gorilla” shopper who then supplies every thing
you want, however is at all times doubtlessly about to disappear. You simply
do not know. So I do assume that the ebb and movement is pure however the
feast or famine could be very annoying. Could we are saying that one is healthier
than the opposite? I do not know however I like the truth that you wished to
speak in regards to the feast and the way you deal with it. So inform us a little bit bit
about your feast.

 

Danielle
Hughes  

I feel that is what’s so
attention-grabbing is, like I stated earlier, I feel that is what all of us
form of hope for, proper? “I simply need tons of labor and folks
coming to me.” I do know while you and I talked a pair weeks in the past,
you are stated, “You know, you can say no.” But it is laborious to say no
when every thing is an efficient alternative. I’m on the level now,
fortunately, the place issues coming to me for probably the most half are virtually
at all times an excellent match: the charges are good, the shopper is nice, the
materials is nice. So I’m having this conundrum — how do I flip
down work when nonetheless in my head, I’m considering, “What if this stops
in the future?” regardless that it has been principally all techniques go since final
March. And this primary quarter is my greatest first quarter
ever. 

 

I nonetheless, you realize, like most
individuals — like celebrities do that on a regular basis, they at all times stay
in worry of working out of all their cash, and that is what retains
them driving. And it is not that I’ve that per se. But I additionally really feel
like so most of the issues coming to me, I truly need to do. I’m
beginning to have the quandary of, how do I tackle all of the issues
that I need to tackle and what does that seem like for my
enterprise?

 

And as you realize, I did, final
12 months, rent a digital assistant, which has been instrumental for me
in taking among the admin off of my plate and serving to me with a
little little bit of mission administration. I’ve a designer that I’ll faucet
into for my work and for a few of my purchasers’ work now. And I do
have a few writers that I’ve used right here and there. But I do not
actually have constant assist, and I feel as I’ve been getting
busier, that concept of what the scaling appears to be like like: do I need to
scale? do I need to convey on an worker, which I stated I’d
by no means do, however all people I speak to says it’s going to change your
life. 

 

And so it is simply gotten my mind
in so many instructions, after which additionally, as you realize, a part of this
inflow and flooding of labor has made me assume, Is this even what I
need to nonetheless be doing? Do I nonetheless need to be a creator? Or do I
need to be a artistic director or a instructor or coach? Am I
wanting to transfer more right into a coaching and training mannequin, as opposed
to doing the precise work? So I’m a little bit bit at a crossroads and I
assume that this 12 months for me will shake out which course I am going in
— or possibly it is each. Maybe I convey on an worker to do the
precise work and I simply oversee it, after which I can exit and do
more talking alternatives and do more company engagements and
assist individuals in that approach.

 

ilise
benun  

As I’m listening, I’m considering
about how many individuals say to me that they’ve bother delegating,
and it is not like they’re on the feast level that you just’re
describing, however there are positively issues they may delegate,
they usually’re not precisely positive how, or which. One individual in
explicit, Andy Brenits, wrote a chunk for Entrepreneur.com
truly just lately about how the toughest factor for him was to
delegate the factor he does himself, which is design. So I’m curious
if, for you, it’s more difficult to delegate the copywriting
than the admin for instance?

 

Danielle
Hughes  

Yes, 100%! I delegated my
bookkeeping, my admin, I’ve delegated my monetary planning, the
design. But the copy — I nonetheless have it in my head that I’m the
just one who can do what I do. And I feel lots of people really feel
that approach. There are sure initiatives which can be much less “character
pushed” so I can hand it off to one other author and I can simply
therapeutic massage it. But I really feel like a lot of what I do is teasing out
individuals’s model and character, and I do not know if — it is not
that I’m not comfy. I’d have to discover somebody and prepare
them. They would have to comply with me and shadow me and be taught my
method — and it is not even a method! It’s simply it is in my
head, and the way do I get it out of my head into another person’s head?
It’s troublesome. It’s troublesome.

 

ilise
benun  

Repetition is useful. Yes. It’s
attention-grabbing as a result of, for you, the work of copywriting is not only
any form of copywriting. It’s a sure form of copywriting, based mostly
on this model and this idea that you’ve got
advanced. 

 

And one factor that I discover actually
attention-grabbing in regards to the character model thought is that, as you stated,
it was only a weblog submit that you just wrote, at one level. But then
individuals began to reply to it and so that you listened to the market
and also you began to give the market more of what it was asking for.
To me that is one of many trickiest issues to train — as a result of individuals
assume it has to come from them they usually have to determine the place
they are going as a substitute of balancing that with listening to the
market. So I ponder, as you are articulating the alternatives that
you see within the choices earlier than you, as a result of you know the way to hear
to the market, there may even be that side of, “Where am I being
referred to as?”

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Danielle
Hughes  

Basically. Yeah, and I completely
agree and I thanks for that recommendation. Because so many individuals had
come to me prior to now couple of years saying, “I like the best way you
write about your self” or “I like your web site — I would like that. I
do not know the way to write about myself.” And it didn’t happen to me
that this was so troublesome for thus many individuals. What’s more
attention-grabbing now, as you realize, I’m going to be transferring into the
company house. So how do you do a model for an individual who’s an
worker? 

 

But corporations are beginning to
see that there is a want for that as a result of, particularly with digital,
you might have staff who wrestle. It’s not that they do not know that
they’re good at their job. But they do not know how to advocate for
themselves, they do not know how to put into phrases the worth that
they bring about to their group or the worth that they bring about to the
group, or particularly what they’re good at. And so I’m
actually enthusiastic about this potential and this occurred due to my
publication! Somebody noticed my publication and stated, “I feel the
individuals I mentor may actually use this.” And she introduced it to her
group [and they said,] “Yes, we have now an issue internally
and we’d love to embolden and bolster the individuals in our firm
to give you the chance to say, ‘This is my very own character model. This is who I
am. This is what I’m good at.’’ Because then it simply serves
all people more, it serves the groups that they work with, it serves
their managers, it serves their employers. So I’m actually fascinated
to see how this may translate into an inner employer perspective
as an worker perspective as opposed to simply
entrepreneurial.

 

ilise
benun  

Yeah and you then’re positively
going to have to prepare different individuals to do it with you.

 

Danielle
Hughes  

I’d assume, sure, or I’ll simply
not truly do writing, and all of the coaching — that is a complete
different podcast possibly.

 

ilise
benun  

Exactly. Alright, my final
query for you, Danielle and it is a thread that has been woven
by means of every thing I’m doing and speaking about and folks I’m
speaking to currently — what position does confidence play in what you are
describing, on this case the feast for instance?

 

Danielle
Hughes  

I feel it is an enormous part. I
assume purchasers or potential purchasers can sense in case you are assured
in what you do. And I need to distinguish that introverts will be
assured — assured is not only an extroverted outgoing
character trait. So many individuals assume that if you find yourself assured
you are braggadocious otherwise you’re boasting, however there’s an enormous piece
in having that power about you that claims, “I do know that I’m good
at this, and I’m going to value my work and worth what I’m good
at. And I’m going to even possibly tease a little bit bit once we’re
having a dialog about what I do know.” I feel that goes such a
good distance as a result of why would you [a client] belief your model or your
message with somebody who does not provide the sense that they are
going to know what to do with it, proper? You need somebody who’s
going to are available and say, “Here’s what I see, or here is what I
seen” and isn’t afraid to say that and to communicate
up. 

 

So I feel it is one thing that
will be cultivated. I positively suffered from that impostor
syndrome, Brene Brown simply had a complete factor about the way it’s not a
syndrome, however all of us have moments of feeling like an impostor and
that is fully regular. I simply assume it is one thing that occurs
over time, the more you discuss what you do and the more you do
what you do, that is the place the arrogance comes
from. 

 

So if I look again two years in the past,
I do not assume that I used to be as assured as possibly I pretended to
be.

 

ilise
benun  

So the concept of competence
breeding confidence.

 

Danielle
Hughes  

100%. I imply clearly there are
people who find themselves assured whoi should not be assured. But I feel
for probably the most half, sure, if you realize that you’re good at what you
do and you’ve got a definite standpoint, you then will be assured
about it — readability creates confidence.

 

ilise
benun  

All proper, nicely, I simply need to
thanks, Danielle, for bringing this actually attention-grabbing concern and
conundrum — it is a good drawback to have, but it surely’s an issue
nonetheless, to the podcast. Tell the individuals the place they’ll discover
you and your publication and your workshops and every thing that
you are doing.

 

Danielle
Hughes  

Sure. So my web site is
morethanwordscopy.com and you’ll join my publication
there.
You can connect with me on
LinkedIn
, I’m an enormous
LinkedIn consumer. Everything’s actually on my web site. I do not know when
I’m going to be doing my subsequent workshop, however the publication is
positively on the web site.

 

ilise
benun  

The publication is the factor to
at all times become involved. All proper, thanks, Danielle,

 

Danielle
Hughes  

Thank you a lot, it was
nice.

 

Transcribed by
https://otter.ai

Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.