Mastering Q4 Marketing Like a Multi-Million Dollar Business

Sandra Yancey [00:00:00]:

But it's an investment to constantly plan. And I think it is one of our secret sauces. I think it has had a lot to do with our longevity.

Kym Yancey [00:00:11]:

How many stores do you walk by and you see hardly anybody in the store? Yeah. But then you get up on an Apple Store and it's jam-packed.

Briana Dai [00:00:18]:

I had to also do my own research and learn about ads to understand oftentimes the thing that's not working isn't Welcome to She Means Millions. If you are listening to this in October and you haven't planned your Q4 marketing yet, I've got good news and I've got bad news. The bad news is you're late, but the good news is you're not out of the game yet. You can still recover. And so we're going to talk a little bit about Q4 marketing. and planning and how to do it like a multimillion-dollar business. And so we already planned Q4 in Q1.

Sandra Yancey [00:01:09]:

Yes.

Briana Dai [00:01:09]:

What we were going to do. Um, and so now it's really a matter of executing on it. Um, but it's really important to have the plan in place because this is the time of year that like inboxes get louder. You know, ad dollars are a lot more expensive because every brand is doing all of their Ond, October, November, December marketing and ads.

Sandra Yancey [00:01:33]:

And so it's crowded.

Briana Dai [00:01:34]:

So crowded. It's noisy. And it can be really hard to stand out if you're just now playing catch up and trying to get the attention. But we've kind of been seeding for our Q4 for quite some time.

Sandra Yancey [00:01:45]:

Yes.

Briana Dai [00:01:45]:

And the queen of seeding is right over here.

Kym Yancey [00:01:47]:

Mm-hmm.

Briana Dai [00:01:47]:

Um, so, you know, philosophy-wise, let's talk a little bit about when we plan Q4. and how we set ourselves up to have a really successful Q4 and hit our end-of-year goals without losing our minds in the midst of also all of the personal things that wanna pull you away from the business.

Kym Yancey [00:02:07]:

Sure.

Sandra Yancey [00:02:08]:

Wanna enjoy the holidays for sure. I think that's one of the reasons why we decide to be an entrepreneur so that we can have better design and control over our life. And I think the planning piece of it is critical. I mean, I can start by saying that, you know, We start our business planning for the next year by October 1st. We start talking about it in September. By October, we really identify our top 5. By November, we look at all of the budgets and the needs to be able to execute on that. And we start performing on December 1st.

Sandra Yancey [00:02:44]:

I think what's important is if you haven't done your planning for next year, this is the time to do that. My— our philosophy is no more than 5 fundamental goals. And not all the goals start at the same time. Some things need to be executed first, second, and third quarter before you're able to do your fourth quarter. So you have to take those 5 goals and then begin to reverse engineer and divide those 5 goals into quarterly benchmarks. Take your quarterly benchmarks and move them into monthly milestones and take those monthly milestones and turn them into—

Kym Yancey [00:03:22]:

Weekly.

Sandra Yancey [00:03:23]:

weekly deliverables. And I love that because your weekly deliverables— nothing's worse than getting to week 3 of a month and saying, I haven't even started yet.

Kym Yancey [00:03:31]:

Mm-hmm.

Sandra Yancey [00:03:32]:

So this really kind of keeps you on track. And then once you have your weekly deliverables, you start having your daily actions. Like, what are the 3 things that you need to do every single day to hit that weekly deliverable? So as it relates then to marketing, we've now planned out, you know, in January exactly what we are going to do every quarter. So we go into the 4th quarter pretty much armed with all the things that we're gonna be working on, that we're gonna launch, that we're gonna deliver, and then, uh, plan accordingly.

Briana Dai [00:04:04]:

Yeah, absolutely. I think also, you know, it helps being 26 years in. So we have a rhythm and a system and we have certain things that we do annually, but just because we've always done them doesn't mean we're gonna just rinse and repeat and do the same.

Sandra Yancey [00:04:19]:

Right.

Briana Dai [00:04:20]:

So we always know, you know, in November we have the same campaign that we run, that we do, um, that we've done now for 3 or 4 years and it's been really successful for us, but we've reinvented the way that we've delivered it, whether it goes from a 5-day challenge to a 3-day challenge, whether the promotional strategy and the messaging needs to completely change to serve the audience. We always in November have the same campaign that we run and we just update based off of the time and what's needed.

Sandra Yancey [00:04:47]:

And the content needs to change.

Briana Dai [00:04:48]:

And the content needs to change.

Sandra Yancey [00:04:50]:

Because we— our Profit Priority Challenge that we do in November is based on the megatrends that we see happening in the following year, which is what we base our 5 goals on. So we want to, we want to educate our audience on the trends and get them thinking about it and putting it in motion in November, right, for December.

Briana Dai [00:05:15]:

That was, I think, the biggest piece that I really learned when I did SOAR and definitely learned when I finally stepped into eWomen Network, because as a solopreneur, it's very easy to be like reactive. You know, when I was a makeup artist and hairstylist, for instance, I would want brides. Well, brides book a year in advance. And so, you know, if you're wanting a spring bride and you start marketing to them in the spring, you're too late.

Kym Yancey [00:05:40]:

Yes.

Briana Dai [00:05:41]:

Because, right, they've already planned, they've already booked, and it's already done, you know. And so I think having 26 years of business and having the benefit of knowing what happens annually, knowing what worked so that we can double down on that and make sure that we do it again the next year, but maybe do it a little bit better. But we have kind of these cyclical campaigns that we run that we know every time of year, this is the time of year that we run this campaign. Every time of the year we run that campaign. And now it's just a matter of improving and getting better. But we look at the year.

Kym Yancey [00:06:13]:

Mm-hmm.

Briana Dai [00:06:13]:

Before. So if it's October, you should be looking at what you did last year for all of the year.

Kym Yancey [00:06:18]:

Mm-hmm.

Briana Dai [00:06:18]:

And what worked and what can you double down on and what can you make sure that you replicate for next year so that you're not last minute scrambling so that you're not Reinventing the wheel. I mean, we keep every email campaign.

Kym Yancey [00:06:29]:

Yeah.

Briana Dai [00:06:29]:

So I know what we sent last year.

Sandra Yancey [00:06:30]:

Mm-hmm.

Briana Dai [00:06:31]:

And I know how to update it, but I'm not ever, you're never building things from scratch. And that's when business starts to, I think you like 10xing and being, uh, performing at a higher level isn't as hard as it sounds when you're not building from scratch.

Sandra Yancey [00:06:47]:

Yeah. And I think the big aha for me, let's see if you feel the same way, but 10x-ing in many ways is all about simplifying. It's about less. It's not about doing more. And I think it, it, at face value, it looks like you've got to do so much more. But what we did was we peeled away all the extra stuff that was just taking up space and time and energy and resources and dollars. And we're doing more of the less. Right? We're taking the less and now we're adding velocity to it.

Sandra Yancey [00:07:23]:

And that's— I didn't— when we first went into it, I wasn't sure that's how it was going to work. But now that I look on it, it's like I want to tell everybody. I mean, it's in many ways much easier to do conceptually.

Briana Dai [00:07:38]:

Mm-hmm.

Sandra Yancey [00:07:39]:

Now, as you increase velocity, that has a lot of impact on the business and pressure on the business. But yeah, I mean, I think when you just watch the greats, you were talking, Brianna, about, you know, brides. If you wait until the spring to market to a spring bride, you're too late. But if you just look at the best of the best of the best of the companies, whether we like it or not, the truth of the matter is, by, you know, by August, they're already revealing fall clothes. You know, by September, they've already got Halloween stuff out.

Briana Dai [00:08:14]:

I mean, September, I've seen Christmas stuff out in Costco. I'm like, Why are there Christmas trees in Costco? It is September.

Sandra Yancey [00:08:22]:

Exactly. So, but, but there's something to learn from the greats.

Briana Dai [00:08:27]:

It is so true.

Sandra Yancey [00:08:28]:

And so I think I've just, you know, really always paying attention to what's around me, what are the greats doing, and not dismissing, well, they're a major corporation, we're a small business. There's ways to adapt, uh, your small business into watching what, you know, the big greats are doing. And in many ways, that's how you, Yeah. That's how you become bigger. It's, it's not rocket science. I think we just so easily dismiss, you know, well, these are major corporations and I'm a small business. There's a lot to adapt in what you see around you.

Kym Yancey [00:09:05]:

Yeah. You know, the other thing that's pretty incredible when you think about it, all right, you got your campaign, you got your plan, you got the thing maybe you've been doing the last few years and the results are, you know, okay, you know, but they're not as great as you'd like for them to be. You can absolutely transform that whole thing just by how you present it, how you showcase it, how you communicate what it is. You know, new words. So same offer, same thing, but because you're sporting a different style, you're, you know, you've got different words with your campaign that make it feel fresh and new.

Sandra Yancey [00:09:43]:

Yeah.

Kym Yancey [00:09:43]:

I mean, no matter how you slice it, McDonald's comes out with a great hamburger, so to speak. You know, we happen to like McDonald's. You know, we do.

Briana Dai [00:09:50]:

Guilty pleasure. Those fries.

Sandra Yancey [00:09:53]:

The Coke.

Kym Yancey [00:09:54]:

But, you know, they'll introduce new drinks, new this, new that. They've got people responding to their core offering, but they're bringing something new. Well, the same thing, you know, it's being shown to us all the time. You know, your offering being freshened up. And that's what happens. I think, you know, people get 2 things. They get— they quit on it too soon because they've gotten bored with it. You know what I mean? And that's a sure sign if you've gotten bored with your own offering, you know, to freshen it up.

Kym Yancey [00:10:23]:

You know, to give it a new lift, you know? And that's, you know, it's what we do all the time, right? In terms of what we've gotta do is we find ourselves—

Sandra Yancey [00:10:31]:

Yeah.

Kym Yancey [00:10:31]:

Really pushing ourselves. It's a really—

Sandra Yancey [00:10:33]:

It's a perfect example of my SOAR program. You know, I, I have SOAR. It's your kind of your CEO playbook, how you build a solid foundation and then you stack your empire floors on top of it. But it's gotta be a solid foundation. And I've been doing it for, gosh, I don't know how long is it. I think it's close to 15 years. But even this year, it's the same fundamentals, the fundamentals don't change. But because technology has changed, what we've learned with 10xing, you know, creating the through line, I'm actually redoing, you know, all of those PowerPoints.

Sandra Yancey [00:11:06]:

The core components are all the same, but it's much fresher because I'm viewing it from the eyes of 10xing.

Briana Dai [00:11:16]:

Yeah.

Sandra Yancey [00:11:16]:

Right. And I do think that, you know, and, you know, I hope I don't get a lot of crap for this, but I think, you know, a lot of entrepreneurs get real lazy too. It's like, I've done it once and it worked, and now I just wanna rinse and repeat, make money and make money and make money. And I, and I think you take your customer for granted.

Briana Dai [00:11:36]:

Well, and waves crash. Like you can ride the wave maybe a couple years, but it will, that, that by the third year you will notice a crash. It's not gonna perform as well. And then you're gonna wonder like, man, like why didn't I, you know? So it is, it's a constant. There is, the act of continuous improvement, which is one of our core values. And I'm grateful that we really do live our values.

Sandra Yancey [00:11:57]:

Yeah, well, what's dangerous about that is while you're riding the wave and it's getting a little stale, your competition has got the best, latest, freshest look.

Kym Yancey [00:12:06]:

Right.

Sandra Yancey [00:12:06]:

And so you're there. That competition is going to start to suck your audience, their eyeballs, right? Then their interest and then their dollar.

Briana Dai [00:12:17]:

Yeah.

Sandra Yancey [00:12:18]:

You know, so it can be— I mean, I believe in jumping off the wave before it crashes.

Briana Dai [00:12:22]:

Yeah. And I also, this is another interesting thing too, because it, for some reason, it, you, the competition eyeball conversation just sucked my brain into this topic around Facebook ads. I oftentimes with clients or, or any of the women in our audience, I asked the question at ICON, like, who has tried Facebook ads? Raise your hand. And then I said, well, if you were happy with the results from your ads, keep your hand raised.

Sandra Yancey [00:12:48]:

Yes.

Briana Dai [00:12:49]:

And a sea of hands went down. And what was fascinating is, you know, it was the realization, because I've also been in that same bucket before, and I had to also do my own research and learn about ads to understand oftentimes the thing that's not working isn't the ad, it's you. It's what happens after they click through. Your ad might be getting traffic, but then you're losing the traffic because your marketing, your messaging, your call to action, whatever the case might be, might not be clear or compelling or match the tone of the ad. So the ad's doing great, but it's you that's the issue. So being able to diagnose where the break is— and Q4 is not the time to figure that out.

Sandra Yancey [00:13:30]:

Do you feel like you're drowning in your business? Like you're doing everything and something has to give, but you're afraid it might be you? What if I told you there's a network of over 500,000 women entrepreneurs all dedicated to supporting each other? A network of women helping I'm Sandra Yancy, founder of eWomen Network, and I'm inviting you to join us and become a member. ewomennetwork.com. We can't wait to meet you.

Kym Yancey [00:14:00]:

You know, Brianne, it's a really good point. And I remember I had a car dealership that I was doing advertising and marketing for, very popular. And they did a big— we did a big weekend, you know, campaign to drive in a bunch of customers over the weekend to drive sales. I went by. I purposefully went by to look myself to see what was going on at the dealerships. And I mean, it was like a traffic jam. They had police out there directing traffic. They had so much business, so much put in front of them.

Kym Yancey [00:14:27]:

The next day, I couldn't wait— beginning of the week, I couldn't wait to talk to them to find out, hey guys, how did it go? He says, oh, it wasn't very good. It wasn't— we didn't— it didn't meet our expectations. And I'm like, what?

Sandra Yancey [00:14:39]:

Mm-hmm.

Kym Yancey [00:14:39]:

What do you mean it didn't meet my expectations? It was exactly what you're talking about. He says, we had tons of customers. We didn't close deals. So, whether it was the pricing, salespeople, they couldn't give them the personal service that they were used to. And, you know, very often it is exactly what you just said. It's because of something in your communication, something in how you packaged it, that you couldn't bring the deal home. I mean, I'm just saying.

Sandra Yancey [00:15:06]:

Yeah.

Kym Yancey [00:15:07]:

It really is. And So you can throw the baby out with the bathwater if you want to.

Briana Dai [00:15:11]:

Right.

Kym Yancey [00:15:11]:

You know, probably not a— at this moment in time, probably not good to talk about the baby and bathwater. But, but you get my point.

Briana Dai [00:15:20]:

Yes.

Kym Yancey [00:15:20]:

You know what I mean?

Briana Dai [00:15:21]:

For sure.

Kym Yancey [00:15:21]:

It's, it's— there's all these unique factors, which is, you know, you at the center. My— hey, listen, guys, the mall. How many stores do you walk by and you see hardly anybody in the store?

Sandra Yancey [00:15:32]:

Yeah.

Kym Yancey [00:15:32]:

But then you get up on an Apple Store and it's jam-packed. You know, all the stores want the business.

Briana Dai [00:15:39]:

Right.

Sandra Yancey [00:15:39]:

And the traffic's there.

Kym Yancey [00:15:40]:

The traffic is there.

Briana Dai [00:15:41]:

Right.

Sandra Yancey [00:15:42]:

What are you doing to get them in the door?

Kym Yancey [00:15:44]:

It's being peeled off.

Sandra Yancey [00:15:44]:

And once they're in the door, what are you doing to give them the service that makes them want to buy?

Briana Dai [00:15:49]:

Yeah. Yeah, absolutely. No, it's so that it's so critical to nail that down. And what I will say is, you know, if you're listening to this again and you're, you tuned into this episode because you're like, I want to get my Q4 marketing right because I'm behind. What I want you to know is The time to start marketing to cold traffic, like with an ad, is not right now. All of our best converting ads come from warm leads, people that have already opted in that we've already been nurturing throughout the year. So we run ads all year round, not just when we have a campaign. And those ads might just be lead generation ads to get them into our list, to get them into our communications so that they're getting emails from us.

Briana Dai [00:16:28]:

And then when we do have an ad that's actually driving like a call to action to sign up for something or to buy something, our best performing audiences that we run run to are the warm leads that have already opted in. And so cold traffic is not the audience to go after this time of year because the ad dollars are so much more expensive this time of year. I won't be running any ads to cold traffic, but I've also been running ads all year long to start a relationship and to cultivate warm traffic that may have not become a customer yet, but it knows Elan Network.

Kym Yancey [00:17:04]:

Right.

Briana Dai [00:17:04]:

That we've been nurturing, that we've really been building that know, like, and trust with. Now when we run a campaign to, let's say, coming up in November, we'll have our Profit Priority Challenge. That's a $17 challenge, and then there's an upsell, and then there's another upsell after that. That is going to perform really well because we're going to be marketing it to the warm people. I'm not going to waste a single ad dollar. It would probably cost, I don't know, $50 a lead just because of how competitive ad spend is this time of the year. I love ads if you're able to diagnose the issue and be able Bring the deal home if you can figure out how to do that. And the time to start is not now.

Briana Dai [00:17:43]:

That's my honest take on that. Let's talk a little bit about planning kind of the cyclical, right? Because there's, you know, we have our November, we have a December, but we also have holidays, you know, and we're very present. We have the family, we have Christmas. You're going on a vacation this year with my little girl in December. This is so fun. So, you know, and so there is this element of wanting to keep up and I can't tell you, and maybe it's cuz I'm in marketing, but I always get things about how stressful 4th quarter is for marketers.

Sandra Yancey [00:18:16]:

Right.

Briana Dai [00:18:17]:

And we ultimately, I mean, we, we are—

Sandra Yancey [00:18:19]:

Plus on top of that, we take our pinnacle members, right, on a French and Italian Riviera cruise.

Briana Dai [00:18:24]:

We're out of the country for a few weeks in October. Yeah. And so let's talk about how we are able to still hit our Q4 goals with our marketing and have life balance in the midst of it. What do you attribute that to? Is it just the planning? Are there any, anything?

Kym Yancey [00:18:43]:

26 years of planning.

Briana Dai [00:18:44]:

26 years of planning.

Kym Yancey [00:18:45]:

I mean, really, I mean, there, there is, you know, when I think about it, all, all the different shapes and forms that, that we have navigated, but it's trust. I mean, Sandra, you talk about it all the time, the trust recession, you know, which is a common theme now. You know, people are, all recognizing that, you know, pulling together that kind of community. So it's 26 years of building trust, 26 years of investing.

Sandra Yancey [00:19:11]:

But if you don't have 26 years, there's no better time to start than now.

Kym Yancey [00:19:15]:

Yes.

Sandra Yancey [00:19:15]:

I mean, you can't, you can't compare your beginning to our middle, so to speak, you know, and, and the message, and maybe that is the takeaway from our talk, and that is that It is important to plan. You know, I learned the power of planning many, many years ago in the '80s when J.D. Power was giving all of its awards and the ISO 5000 awards and all of that. I worked in manufacturing for the Mead Corporation school and office products. And what I can tell you is that we learned a lot from the Japanese at the time. And that was that, you know, they spend majority of their time planning and a very small percentage of their time executing.

Briana Dai [00:20:00]:

Hmm.

Sandra Yancey [00:20:02]:

they were winning all of the awards, as we all know, in terms of, you know, car dealerships or car manufacturing and that kind of thing. They were really surpassing Americans. When we looked at, at the time, at Americans, we were, you know, spending majority of our time executing and very little time planning. And so it was ingrained to me, you know, forever ago that you're better to spend more time planning and then less time on the execution. And, you know, I think about kind of even, I on our conference. I mean, we plan for about 11 months. It really kicks in, uh, in April for our conference that's in August. So what that is like 5 months, I think.

Sandra Yancey [00:20:47]:

And then, and everybody in the company is on a 2-hour meeting. Um, and we walk through the close to 600 line items of all the things that need to be done. We never finish it. I mean, think about it. We, it's never really finished because we're no more done with the conference. And then we've got all the post-conference deliverables. And what's interesting about that is now, then we come out of the conference and then we survey the attendees and then we do our own internal review, our spot analysis. Where did we shine? What problems did we have behind the scenes that the customer didn't see? What were the opportunities of how we could have wowed our customers, served them at a deeper, better level? And the threats were the problems that the customer saw.

Sandra Yancey [00:21:30]:

And here we are 26 years in and guess what? It always— there are always, always, always things to improve.

Kym Yancey [00:21:39]:

Yeah.

Sandra Yancey [00:21:39]:

There's always things to do better. There's always things that we want to capitalize on. You want to know what you do really well so that you can repeat those things. You, you develop brand identity around the areas that you shine. But, you know, there's always things to make things better behind the scenes. There's always ways to wow the customers better. There's always things that, you know, you could never anticipate but go wrong. And now you've got the benefit of having been there and lived that.

Sandra Yancey [00:22:04]:

What would we do? if it happened again differently. And all of that falls in the planning bucket. And when you think about it, we spend a lot of money on planning.

Briana Dai [00:22:15]:

Yeah.

Sandra Yancey [00:22:15]:

Because if you just took everybody's salary, you know, with everybody on that call for 2 hours every single Monday for 4 months, that's a huge investment. And yet— and it's never perfect. There's always things to do better, as I said. But it's an investment to constantly plan. And I think it is It is one of our secret sauces. I think it has had a lot to do with our longevity.

Briana Dai [00:22:42]:

I mean, even today we're planning, in a sense, we're batching 5 episodes today. Yeah, that'll run through October because we are going to be out of pocket for 2 months in October.

Sandra Yancey [00:22:53]:

Yes.

Briana Dai [00:22:53]:

You know what I mean? So we're not planning, we're not filming the October episodes in October, right? We're planning for what is going to be the conversation that needs to be had in October so that we can produce the content that's going to be the most relevant to you at that time to roll out at that time. Everything is planning that way. You're never going dark in your marketing. You know, this, this podcast is the ultimate visibility play, right? It's not to, it's not to make a profit right now. What it is, is it's creating visibility and visibility consistently creates credibility and credibility over time is what creates profitability. So this is really just our way of connecting and getting to know people.

Sandra Yancey [00:23:29]:

And the through line becomes trust.

Kym Yancey [00:23:30]:

Well, it's also, it's a simple distribution of our message. I mean, distribution is everything.

Briana Dai [00:23:37]:

Yeah.

Kym Yancey [00:23:37]:

I mean, you know, Netflix— distribution, right?

Sandra Yancey [00:23:41]:

Yeah, you're right.

Kym Yancey [00:23:42]:

Right there streaming in your home. Capitol Records, you know, those records getting played on the radio stations. You know, we've got, you know, in our case, chapters. We've got the podcast. You know, you got to look at the touch points. You know, like, how are— how am I touching your, your interests? How am I engaging your heart?

Sandra Yancey [00:23:59]:

How do I stay top of mind? How do I become the place you want to go when you need some information?

Kym Yancey [00:24:05]:

I've kind of personally, I've kind of distilled it down to 3 things. And I never forget these 3 things is that one, you got to spend time with your customer, potential customer. You know, I call it the 3 Ts. You got to spend the time. All right, you got to do that. The second T is touch. You touch the heart, you know, touch the spirit, you touch them with that. And then the third T is talk.

Kym Yancey [00:24:28]:

Talking, you know, nothing's going to happen if you don't. If I don't tell you, or I meet you somewhere and I don't engage you, you know, by focusing on you. I love, you know, the program that you did, the speaking engagement you did just the other day. I mean, it, you know, really underscored—

Sandra Yancey [00:24:45]:

How do you turn a contact into connection?

Kym Yancey [00:24:47]:

Yeah, because it's not the same. Powerful.

Briana Dai [00:24:49]:

Yeah, absolutely. Yeah. I love this conversation. Let's talk a little bit about, cuz you, you talk about talking and touching and messaging and you're the messaging king. So do you have any like dos or don'ts of reaching out and touching and, and, and really crafting a message that connects with your—

Kym Yancey [00:25:13]:

Well, you know, let me say this, you know, Sandra did the one thing about us working together so many years, you know, we can complete each other's sentences. You know what I'm saying? I'm, I'll be thinking something and Sandra will insert right in the middle of it and she just said everything that I was going to say. You know, I am telling you that the magic here is stepping in. First of all, for me, it's networking. It's always going to be networking. It's always going to be— it's never going to be some— because the people who will do events, for example, and have, you know, 1,000 or 2,000 people at them will tell you that their drop-off rate is horrible. If they could fix anything, we got all these people here, but, you know, our drop-off rate, you know, our retention is so low, you know, and so frustrating. So it's always gonna be centered around networking.

Kym Yancey [00:26:07]:

And it's— and, and I— in every interaction, I really try to approach it from my prospects. Get inside her shoes.

Sandra Yancey [00:26:14]:

Mm-hmm.

Kym Yancey [00:26:15]:

I wanna stand in her spot. And I wanna take in all the dialogue or all the information from the way she would process it, not the way that I would. You know, that's key.

Briana Dai [00:26:27]:

Yeah.

Kym Yancey [00:26:27]:

That's really key. And I think now, I mean, the dividends around showing up, I mean, nothing frustrates me more. I remember this, Sandra, remember in the beginning, we had several financial institutions come to us because they said, oh, they've got women and they've got women who are, you know, know, major players. In fact, it always tickled me when I heard someone say, I'm looking for high-end women.

Briana Dai [00:26:50]:

Yeah.

Kym Yancey [00:26:50]:

You know, a woman say, I'm looking for someone— women that are— and now in my mind, I'm looking at them and saying, uh, you don't particularly look too high-end. You know, I'm just saying the way that you're positioning yourself, it— but with, with what you want versus what you're bringing to the table to engage the person that you're trying to talk to. But I remember, you know, everybody wanted the high end. And but no one wanted to do the work required to get to know the person. And I said to them, I found it offensive because I felt that, you know, the women that we're working with, man, they got big dreams and they got major aspirations, you know. I mean, they got callings. And, you know, they might not have— be where you want them to be right now, but they're growing. And who's gonna— you know, you can't show up, you know, at the finish line and say, hey, we're for you, versus the people who've nurtured a relationship all along the way and they've arrived.

Kym Yancey [00:27:48]:

Does that make sense?

Briana Dai [00:27:48]:

Absolutely.

Kym Yancey [00:27:49]:

You know what I mean? So, it's— you just have to be willing to put in the time because the dividends kick in. To me, it's like a snowball. You know, you're pushing it up the hill, it gets to the top, and then all of a sudden that thing's got so much inertia and so much speed, it can just roll right on through because you've built a solid, solid base.

Briana Dai [00:28:09]:

Yeah.

Kym Yancey [00:28:10]:

And so it's going to, it's going to, you know, provide for you in a great way because you've invested.

Briana Dai [00:28:16]:

I love this. You know, that's interesting because we obviously know a thing or two about marketing, but we also have phenomenal Premier Success Coaches.

Sandra Yancey [00:28:27]:

Yes.

Briana Dai [00:28:28]:

And some of them are social media experts.

Kym Yancey [00:28:30]:

Mm-hmm.

Briana Dai [00:28:31]:

Marketing experts. They're handpicked and curated. By us at the corporate level. What is it, 20 of them? 25?

Sandra Yancey [00:28:37]:

25.

Briana Dai [00:28:38]:

25 Premier Success Coaches that have been vetted as the cream of the crop, best business coaches in every single genre and niche. And so if you're somebody that's listening to this and you're like, man, I haven't quite nailed down my Q4 marketing strategy yet, one of the benefits of being an eWomen Network member is that you get 2 complimentary Premier Success Coaching calls with—

Sandra Yancey [00:29:03]:

Of the Premier Success Coach of your choice.

Briana Dai [00:29:05]:

Whoever you wanna work with. So if you're needing social media, um, clarity for Q4, if you're needing marketing clarity for Q4, or just even financial planning for 2024, pricing strategies for your launches. There's a coach for every, every need. And so definitely, if you have not already, if you are a member, make sure you've booked those sessions before the year ends because that will replenish next year. And if you haven't taken advantage of that, you get those 2 free ones. You wanna do that. And if you're not a member, maybe that is the nudge that you need to go and check it out because sometimes you need an expert expert outside of your field. If that's not what you do for a living, if you're not a marketer, then you need that support.

Briana Dai [00:29:43]:

You need those ideas. You need that clarity. So go.

Kym Yancey [00:29:46]:

I hear that all the time. I was talking to someone the other day. They were talking about, you know, um, sometimes I, you know, and this is a gifted person, gifted and talented, and says, sometimes I'm just too close to it.

Briana Dai [00:29:56]:

Yeah.

Kym Yancey [00:29:56]:

I just want another person's opinion.

Sandra Yancey [00:29:58]:

Yes.

Kym Yancey [00:29:58]:

That's the gift of gifts right there. The career, you know, success coach.

Briana Dai [00:30:02]:

Oh, absolutely. So that A must-do. So if you haven't already taken advantage as a member, or if you're not a member, I suggest that you go ahead and you make that jump because there's nothing better than getting her coaching every single Monday morning along with mine and access to 2 Premier Success Coaches, any of the ones that you want, and all the other membership benefits.

Sandra Yancey [00:30:22]:

And every year you renew, you get 2 more.

Briana Dai [00:30:24]:

Exactly.

Kym Yancey [00:30:25]:

2 more.

Briana Dai [00:30:25]:

It's a must.

Sandra Yancey [00:30:26]:

It's a must. I mean, nobody makes it alone. That's the thing.

Briana Dai [00:30:29]:

Yeah.

Sandra Yancey [00:30:29]:

We're just too close to our own stuff, you know, to, uh, to be able to see it.

Briana Dai [00:30:35]:

Yeah. Because you know what? If you're listening to this, we know that she does not just mean business.

Sandra Yancey [00:30:39]:

That's right.

Kym Yancey [00:30:40]:

She doesn't.

Sandra Yancey [00:30:41]:

She means millions.