Ep#125 Why You Can't Hit Consistent 10K Months (And the One Question That Fixes It)

Struggling to hit consistent 10K months in your online business? You're not alone and it might not be your offer, your content, or your strategy. It could come down to one question you've never properly answered.

In this solo episode, Kristen breaks down why so many neurodivergent and ADHD entrepreneurs stay stuck below consistent recurring revenue and the single question that unlocks everything when it comes to building an online business that actually converts.

If you've been trying to nail your niche, grow your audience, or figure out who your ideal client is, this episode will reframe the way you think about it completely.

In this episode you'll learn:

• Why traditional ideal client avatar exercises don't work for neurodivergent entrepreneurs
• The one question to ask yourself before building any offer or content strategy
• How to identify your ideal client in a way that makes your content convert
• Why understanding your audience deeply is the key to recurring revenue online

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Transcript

Solo Format And Why It Matters

SPEAKER_00 0:24

Welcome to the podcast today. I'm Krista Winner doing another cheeky solo episode because we've just got stuff to talk about, and I don't want to put it in a TikTok that's gonna be just doesn't capture the effect. So you are with me right now and we are podcasting. I am the host of the I Am That Content Creator podcast. And yes, we usually do this together with Mia, my co-founder, and myself. But we've gone on this, like just if content feels like it needs to come out of our bodies and into the world, then we're just gonna do it. And that's why we've decided to do podcasters when podcasters, podcasts, when we are inspired. If you don't know, I am a manifesting generator, a pure manifesting generator, and Mia is a generator, and our human design is to respond. So instead of just creating TikToks or Instagrams that kind of lasts that 24 hours and then they go and you can't really get to the point, sometimes I just want to smash out a podcast. So I am cruising in the carts where my favorite places to do a podcast. It's just like when you're in the shower and you're alone, you've got time to think, and I've drop the kids at school and I've got stuff to do. So the podcast today is a question that I think is so important for you to ask as an entrepreneur. And it's a question that a lot of coaches certainly that I have been around, that I not so much have been coached with or alongside, but certainly in the realm of coaching, it's a question that often gets overlooked. And it's one that I would really love you to ask yourself. So if you are a serial entrepreneur, if you are a neurospicy entrepreneur, if you are somebody that is building your business and you're wondering, okay, well, how can I crack this 10k plus per month recurring revenue without completely burning out as somebody that is neurodivergent, somebody that we love a shiny object, we know that. And what we try to do inside our larger program evolution is help our members understand that Shiny Object is real. It happens, it's there. What we like to do is help you understand what your core offer is. Build your dynamic personal brand and your core disco offer, we call it, because disco is heaps more fun when you when you say creating a core offer, it's far more fun when it's a disco offer. And that's something that we go into deeply inside evolution so that you can understand those core steps that you need in order to build an offer that converts and an offer that speaks directly to the person that you're working with or that you want to help. And in this entire process inside evolution, when we're working with our uh members in there and we're talking to them, one of the questions that we want to make sure they understand, and this is a question that I want you to ask yourself. This is a question that you may need to sit with for a while. This is a question that if you have an ideal customer, like I have a feeling that you're building a business and it's going along, but maybe you're not generating that consistent 10k plus months of recurring revenue. And you're wondering, well, how do I do that? How do I crack that code? Because that's what you ultimately want. And it might be that you want, you know,$30,000,$40,000,$50,000 months. And that's all possible, but you do need to crack the code. You do need to answer this question in a way that will allow you to really build that core offer. And so the question that I will put to you right now, and it's really, really simple, but it is worth doing. And it's a question that we were on a clarity call yesterday with now a new member Inside Evolution, which was so incredibly inciting, to meet her and have a talk to her and hear her vision for what she wants and be able to now support her in her journey. But we were discussing with her, you know, who it is that she helps and what she wants to do and her vision. And she did have a beautiful way of um, you know, an incredible story and an incredible message and an incredible amount of information of who she would love to help and why she would love to help them. The the thing that keeps popping up was this statement that said, you know, I would like to help neurodivergent creatives, you know, small business owners, I could help all of them. This is, you know, and there was no defining person that, not so much a niche person, because it's not how we roll inside of the multi-brilliant project and inside of evolution. We work with niche audiences and we work around a dynamic personal brand, which is about you and then building who you are to become magnetic to your people. So the question that I asked her and one that kind of stopped her in her tracks a little bit, but also in a really good way, because it was a question that she knew she needed to answer, but was struggling to articulate it, which is very, very normal because these things you do need to sit with. And that question was as simple as if you could work with anybody, who do you want to work with? And that you can sit with for as long as you need to, because it's a question that there are people you can help, absolutely. There are people that need your services, yes. There are people that you can inspire, share, you can help heaps of people, of course you can. I I know you can and I know you want to, but the question is the deeper, richer question is right now, if you could articulate and describe and close your eyes. And if you're driving, don't close your eyes, don't close your eyes. If you're walking, I mean you can, but it's probably not the best idea. If you are sitting somewhere or you can take a moment to sit, I would say close your eyes and imagine that person. And imagine the person that you want to work with. Why do you want to work with them? And what not so much what can you help them with? Because that will come a bit later and that will come naturally. But the core question is who do you want to work with? Because coaches will often help you understand your target audience and help you understand who your ideal customer is and then create all the content pillars and blah blah blah de blah, which is very neurotypical and magical and and good on them. But as a neurodivergent and in our environment, we are building you a dynamic personal brand that becomes magnetic to your audience and magnetic to the people around you, and it builds you in this incredible space that is unique and magical on its own because it's it's wholeheartedly you, right? And so if you are building a very neurotypical, my ideal client is Sarah, Sarah is 32. She is not married but wants to be married, has a Labrador, goes to her nine to five, does Pilates on the weekend, and reads four books on holidays, her dream holidays, blah, blah, blah, blah, blah, blah, blah, blah, right? That's how I was taught marketing, and that's how I did marketing. And there is nothing wrong with that. I want to be kind of very honest in saying it still works. Like some people that works perfectly for. But for our community and our incredible, brilliant brains and our multi-passionate brains, that doesn't work because we're talking to one person in a way that it's trying to understand them when we don't really understand them because we've built them and we've decided that's who we think they are. And so we're creating content for how we think that's going to help them. And we're trying to think how they could feel or they should feel instead of flipping it and thinking, okay, if I could choose anybody in this world to work with, this is the person it would be. And when you can decide who you would love to work with, you've already fallen in love with them because you understand them deeply. And this was the part of the conversation yesterday when we spoke to an incredibly now new member of Evolution. And when Mia and I finished that clarity call, we both just went, oh wow, it's it's really clear to us every time we get off these clarity calls how deeply, deeply we know the people we want to work with because we are them, we understand them, we know the struggles, we know that there is this true ADHD burnout and there's an overwhelm that's very different. And that the neurotypical style of marketing and neurotypical style of content creation, it doesn't work for a neurodivergent brain. It doesn't work for us. And we have these incredible, incredible skills that can see things, that have pattern recognitions, that we're able to look from kind of a bird's eye view and and see what's going to happen before it happens, and then create actions that are going to cause a positive reaction when we just step that bit higher and look down. And so when you decide who you would love to work with, there's some part of you that already understands them. And look, the truth is I did a lot of work around my ideal customer. This is probably going back 10 or 12 years ago now, when I was working in, not in corporate, after corporate, and I was building my consultancy business and I was working with different brands and I was helping them around this kind of information. This was before social media was such a big thing, and certainly before, um, and certainly when marketing for me was very neurotypical, was very, this is exactly how you do it, and you must build this, and then it must do this, and then it must do that. And that does work, and it did work, and there's elements that do work, but it was only probably I would say five years ago when I was doing some work around my niche audience. And every time I kept trying to describe who she was and name her and shut my eyes and think about what she's doing on the weekend and how many pets she has and what's her favorite food and all that kind of crap. I I found myself really pushing against the fact that it kept, I kept on wanting to describe myself. I kept on wanting to describe my journey. I kept on wanting to put myself in her shoes. I kept on wanting to go like, well, that's what I love and that's what I need. And it took me a while to kind of stop and think, hang on a minute. The person that I want to work with is me. I want to help me a few years ago. I want to, I've had this incredible transformation. I've built multi-six-figure businesses off the back of an idea. I want to help that woman that is feeling like that because I know so deeply how she feels, how passionate, how driven, how determined she is. So I know how to give her the information that's gonna create an action and a reaction. And I started working with a coach at that time and she was very much helping around that customer avatar and kind of helped me in the more maybe typical marketing world. And I said to her one day something about, you know, that the person that I ultimately want to help with, it's me. Like I keep describing this woman that's me. And she didn't say, well, no, that's not right. She just kind of went, yeah, well, if that if that feels right, we'll keep doing that. And I think for me, that was a small permission slip that made me think, well, yeah, I do want to work with the me, the me that was five years ago, the me that was six years ago, the me that was ten years ago. I want to show her that this is possible, and I I now can because I've got these tools. And so that was kind of a first step of me really leaning in and understanding that that's exactly what this is, is it's helping that version of me that needed that help. And so when it comes to deciding who you want to work with, don't create some pretend avatar and think you know what she wants. Because my gut feeling is my spardy senses tell me you know her. You know her deeply because she is you. You are her, she is you. And so if you start to retarget your marketing, your messaging, your content, and your creation around serving her needs, remembering how you felt, have you ever had that moment where you're, you know, you're working on a project and your partner walks in and they say to you, What are you doing now? And that moment where your stomach falls to the floor and you have this enormous amount of guilt and shame and overwhelm and embarrassment that you're really trying, but it hasn't quite worked yet. And you're thinking, Oh my god, they're just thinking, like, oh, what's that little thing they're doing again? Is this ever gonna work? Where she's wasting her time. I mean, I'm saying that because that's how I felt. I'm saying that because I have had so many moments like that. The amount of times I've had people say to me, good friends, say, Oh, how's the how's that little like the little business you're doing? Like what it what it what it what is it that you do again? Like you just so you're on T Talk? Like, what's what is that even? And it that it's not said in malice and it's not said to shame me, but in my head, I go, oh my god, I'm so embarrassed. Like here I am, you know, a a 41-year-old woman who is building a business and I'm on TikTok and I'm creating content and the people in my world don't really understand, and oh, this is like I don't want to explain them to it because it's too hard and it feels stupid that what I'm saying is I basically help other women try to create an income online. And when I say those words, I don't really understand. And so this internal monologue, I know uh deeply. I know the shame, I know the embarrassment, I know the overwhelm, I know that you now work a 24, 7, 7 days a week, never switch off kind of job. But in saying that, I wouldn't change it for the world. Because even when I am on holidays, even when I am be able to pick up my kids from school and choose my form of freedom and really only work 10 hours a week to make the business actually work. But the rest of the time, I'm just enjoying the fuck out of being creative and enjoying that. But I know it deeply. So I understand what she needs, and so that means she is the woman I I choose to work with her. I don't want to work with somebody I've created in my head that I think I know what her problem is. Like I think she's probably a bit embarrassed, or I think maybe she worries what her partner thinks, or I think she really wants to build her own business, but she might really enjoy her day job. I just that doesn't sit with me because I don't know how that feels. Where if I can let you know that honestly, the woman I want to work with is physically fucking repulsed at the thought of going to a nine to five job, that her body viscerally, viscerally reacts at the thought of her partner saying, Hey, look, like you've tried this online thing and it's it's been great. You've been here for the kids, like that's amazing. But I think we're gonna, we're gonna like, I think you need to start looking for a for a job because we're gonna need that income. The thought of my husband saying that to me makes me physically sick. It makes me want to burst into tears. It makes me think I've failed, it makes me feel small and insignificant, it makes me feel like a failure. And so I know that if I'm working with her, I know how that feels. I know how my body reacts, I know how my shoulders lift towards my ears and my jaw starts to clench. I know. And I also know the moments when he's about to say that. I know that, you know, when business is ticking along and things are amazing, life's good. But I know the moment where that income isn't consistent anymore and it's noted, and you know when they want to say something, but they don't want to say something. So I know those things about her. So when you are looking to build your business online, when you are looking to build that core monthly recurring revenue and build around a community that pays you for being you, whether that's a membership where they pay you monthly, whether that is a small group, program, whatever it is, but you build a community, your ride or die community that pay you for being you and being your world and to educate them on your passion and your purpose, that core value of who you are, built around your dynamic personal brand. But the key question that you must ask yourself in order for this to work is who do you want to work with? Because when you understand who you want to work with, you understand her or him, but her or them so deeply. You are so connected with them that you don't have to go and look online. What is my ideal customer feeling? Because you fucking know. And every time you get on a sales call or a clarity call, every time you do a webinar, every time you create a piece of content, the comments that land in your comment section, they get you. They go, oh my god, you're in my head. How did you know that? That's exactly how I feel. You need to make people feel something. And when you are building an online business like this, when you are building your ride or die community, when you are creating content for people to cause a reaction and a conversion to connect with you, you need to make them feel something. And if you understand, if you've chosen who you want to work with because ultimately that was you when you needed it, then you understand her. And do not be afraid in sharing your story to connect with her and showing her that you do understand it. Because the amount of clarity calls we have had before people have joined Evolution, our larger group coaching program, we have had so many clarity calls where women have got on there and just said, I knew we had we've got it recorded somewhere. One of our incredible members got on and she just said, I just found you girls off a cold Facebook ad. I'd never seen you before. The second it started, half an hour, I was in. I didn't care what you were offering, I was in. And that day she joined Evolution. And we've had that time and time and time and time again because we know who we want to work with. We have decided who she is, and we will go to every length to make sure she is looked after because we understand her. So, if nothing else, please. That's all I'm saying to you today. I hope this is beneficial. I hope that this helps. Please drop into our DMs on Instagram at the Multi Brilliant Project and let us know if this helps. Who do you want to work with? Decide that and then build from there and speak directly to how she feels. Because if you can do that, you will be successful. All right, that is my rant today. It has been an absolute pleasure. I'll see you later. Bye. Shit Podcast.