Building Relationships with Marketing Magic | RR261

Janice Porter: 00:00:01

Hello, everyone, and welcome to this week's

Janice Porter: 00:00:04

episode of relationships rule. My guest this week is Nikki

Janice Porter: 00:00:08

Nash. And I'm very excited to talk to her. She's a marketer,

Janice Porter: 00:00:13

and a master marketer actually, and known for crafting mind

Janice Porter: 00:00:18

blowing strategies, assembling kicked butt marketing teams and

Janice Porter: 00:00:22

freeing visionary CEOs from the everyday marketing grind. In a

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previous life, she helped fortune 100 companies and tech

Janice Porter: 00:00:31

startups make more money. That's always good, right? She is a Hay

Janice Porter: 00:00:35

House, Hay House author, a motivational speaker, a podcast

Janice Porter: 00:00:39

host and a client enrollment expert. And Nikki's been around

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for over 15 years doing what she does. And I think I from the

Janice Porter: 00:00:48

short conversation that we had previously, I know is passionate

Janice Porter: 00:00:52

about this world of marketing. So welcome to the show, Mickey.

Janice Porter: 00:00:57

Oh, my goodness, thank

Nikki Nash: 00:00:58

you so much for having me.

Janice Porter: 00:00:59

My pleasure. My pleasure. I love talking to

Janice Porter: 00:01:02

people that think the way I do and, and I think what caught my

Janice Porter: 00:01:06

attention in when somebody sent me your great information about

Janice Porter: 00:01:10

what you do and who you are, I started to look at your LinkedIn

Janice Porter: 00:01:14

profile, of course, because that's what I do. And the thing

Janice Porter: 00:01:17

that caught my attention was, I'm just going to read this

Janice Porter: 00:01:20

couple of sentences at its core marketing is all about

Janice Porter: 00:01:23

relationships, connecting with clients, brands, strategic

Janice Porter: 00:01:27

partners, you name it. And I teach marketers how to do

Janice Porter: 00:01:31

exactly that in a way that amps up a company's visibility and

Janice Porter: 00:01:35

profitability. Well, anytime I see someone that knows that it's

Janice Porter: 00:01:39

all about relationships I'm in, I'm in. So talk to me about

Janice Porter: 00:01:42

that, from your perspective, tell me what that means for you.

Nikki Nash: 00:01:46

Yeah, you know, it's funny, I've been in marketing

Nikki Nash: 00:01:49

since I really graduated college, and I fell into it. And

Nikki Nash: 00:01:54

I don't know if somebody taught me this, or it's just been my

Nikki Nash: 00:01:57

perspective this whole time. Because at this point, it's been

Nikki Nash: 00:02:00

almost 20 years, and I can't remember.

Janice Porter: 00:02:03

And it's all I'm sure, as well.

Nikki Nash: 00:02:07

Um, but it's so funny when people say to me,

Nikki Nash: 00:02:10

they hate marketing. I'm like, do you hate people, because in

Nikki Nash: 00:02:13

my mind, marketing is just building relationships with

Nikki Nash: 00:02:16

people. And there are different ways to do that. You can do it

Nikki Nash: 00:02:19

online, you can do it offline. You can do it through different

Nikki Nash: 00:02:23

media's and mediums. But essentially, it's how do I get

Nikki Nash: 00:02:28

to know someone, or get to know a demographic of people or a

Nikki Nash: 00:02:32

persona, a type of person, and really understand what they

Nikki Nash: 00:02:35

need, what they desire, and then offer them a product or an

Nikki Nash: 00:02:39

opportunity or a service that's in alignment with what they

Nikki Nash: 00:02:41

really want. And you're a really great marketer, when you are

Nikki Nash: 00:02:44

speaking to someone in a way that resonates with them, that

Nikki Nash: 00:02:49

has them go, oh, my gosh, I You get me. And you're really just

Nikki Nash: 00:02:53

building that level of like, trust and camaraderie and

Nikki Nash: 00:02:58

companionship. So that's the way I look at marketing. And, and I

Nikki Nash: 00:03:02

do believe that business is very much the same way. So I love

Nikki Nash: 00:03:06

everything about relationship building.

Janice Porter: 00:03:08

Sounds easy, right? Sounds easy. So when you

Janice Porter: 00:03:13

when a client or a prospective client comes to you, then Has it

Janice Porter: 00:03:18

ever happened that you they're telling you their thing? And

Janice Porter: 00:03:22

what they want to get out there? And it's just not resonating

Janice Porter: 00:03:26

with you? Has that ever happened? Hmm.

Nikki Nash: 00:03:29

It's funny, I don't know that because I don't need

Nikki Nash: 00:03:32

what they're selling to resonate with me specifically. Like, I

Nikki Nash: 00:03:35

don't need to go, Oh, my goodness, I would love that. If

Nikki Nash: 00:03:37

so, for example, this isn't so much a client. But when I worked

Nikki Nash: 00:03:41

at Intel, I had a couple of different roles. And one of them

Nikki Nash: 00:03:46

was, at some point, helping to sell more accessories, right,

Nikki Nash: 00:03:52

like for people who build their own computer, would I ever buy

Nikki Nash: 00:03:55

that? No. Would it resonate with me? No, but could I understand

Nikki Nash: 00:03:59

the person that wanted to build their own computer and

Nikki Nash: 00:04:01

understand what they were looking for and what they wanted

Nikki Nash: 00:04:04

and be able to market to them? Yes. So for me, it's it's really

Nikki Nash: 00:04:07

more about do I can I understand the person that you are trying

Nikki Nash: 00:04:11

to build a relationship with or to market to, and if I can tap

Nikki Nash: 00:04:14

into who that person is, then I can get what you need or coach

Nikki Nash: 00:04:19

and guide you through or actually implement the Pentagon.

Nikki Nash: 00:04:23

You know, when I worked in Fortune 100 companies and stuff

Nikki Nash: 00:04:26

like that, I couldn't just be like, This is what I think you

Nikki Nash: 00:04:28

know, there was doing to make sense, that makes sense, then I

Nikki Nash: 00:04:32

then I could build that sort of relationship and it would

Nikki Nash: 00:04:36

resonate with me. But I've definitely marketed things that

Nikki Nash: 00:04:40

I would not want as long as I wanted it.

Janice Porter: 00:04:46

I find it hard to sell anything that I like I'm

Janice Porter: 00:04:50

talking about sales because you made me think of my daughter who

Janice Porter: 00:04:53

is she's in an industry that's not sexy at all, but you got to

Janice Porter: 00:04:57

get your head around, you know the client It's about building

Janice Porter: 00:05:00

relationships and business development is all about that,

Janice Porter: 00:05:04

right? Building relationships with people. So it's a similar,

Janice Porter: 00:05:07

it's a similar thing, but a little bit different on the

Janice Porter: 00:05:10

marketing standard good hair in my mouth area. So your book

Janice Porter: 00:05:14

marketing market, your genius came out a couple of years ago.

Nikki Nash: 00:05:20

It'll be three years in, depending on when this airs

Nikki Nash: 00:05:23

at the end of August of 2024. So, August 24, of 2021. Well,

Janice Porter: 00:05:29

that's exciting. Yeah. In the middle of COVID.

Janice Porter: 00:05:31

That's fun. Yeah. Just to get the book written COVID No,

Nikki Nash: 00:05:36

I mean, I had the book deal before COVID, and had

Nikki Nash: 00:05:40

a book proposal and a book marketing plan based on in

Nikki Nash: 00:05:45

person and not COVID. So a lot of things had to change and

Nikki Nash: 00:05:49

pivot, once COVID happened, because essentially, when my

Nikki Nash: 00:05:53

book was going to be released, got pushed back, because people,

Nikki Nash: 00:05:57

the big part of what publishers do is get your book in

Nikki Nash: 00:06:00

bookstores. And it's hard to get a book in a bookstore when

Nikki Nash: 00:06:03

bookstores are

Janice Porter: 00:06:04

clear. Exactly, exactly. Everybody's

Nikki Nash: 00:06:06

Yeah, launch date got pushed back.

Janice Porter: 00:06:08

Yeah. So would you say what would you say are

Janice Porter: 00:06:11

like the top two or three things that that you tell, or that you

Janice Porter: 00:06:17

teach that you that you inspire people about when it comes to

Janice Porter: 00:06:22

marketing? Your Genius? Like, what do you need to keep in

Janice Porter: 00:06:26

mind?

Nikki Nash: 00:06:27

Yeah, I think the the first and the biggest thing

Nikki Nash: 00:06:30

is to understand what is the results? or the like, what can

Nikki Nash: 00:06:34

you actually help people achieve? What result? Are they

Nikki Nash: 00:06:37

actually achieving? By working with you if you're selling a

Nikki Nash: 00:06:41

service? And if you're selling a product, people typically buy

Nikki Nash: 00:06:45

things for a reason, right? They invest in things for a reason.

Nikki Nash: 00:06:47

So what is that reason? What what makes a happy, satisfied

Nikki Nash: 00:06:52

customer? And when you can understand that, first and

Nikki Nash: 00:06:54

foremost, then you can start figuring out, okay, if I know

Nikki Nash: 00:06:58

I'm going to make something up, if I know that I could help

Nikki Nash: 00:07:02

someone play the cello. Right? I need to get really clear on who

Nikki Nash: 00:07:10

would want to play the cello, and then start there, right? And

Nikki Nash: 00:07:14

so that's always step one for me is what is the results? Usually,

Nikki Nash: 00:07:19

it really needs to be a desirable result that somebody

Nikki Nash: 00:07:21

is achieving. And I help people get really clear on what it is

Nikki Nash: 00:07:25

that they're actually selling, and who it is they're actually

Nikki Nash: 00:07:27

selling it to. So that's the first thing, because without

Nikki Nash: 00:07:30

kind of those two points of what the promises of what you're

Nikki Nash: 00:07:34

selling, and who wants that promise, then you're just

Nikki Nash: 00:07:38

putting stuff out there, right? You're not really marketing,

Nikki Nash: 00:07:41

with intentionality, or with purpose. So that's the thing is

Nikki Nash: 00:07:44

that clarity around what it is that you're truly offering to

Nikki Nash: 00:07:47

people? And so that's, that's one thing. I think, from there,

Nikki Nash: 00:07:52

it's, it's very much okay, I have this product that helps

Nikki Nash: 00:07:55

people get this desired result, I know who the person is, how do

Nikki Nash: 00:07:58

I bridge that gap? How do I get what I sell in front of the

Nikki Nash: 00:08:03

people that want that results? And how do I do it in a way that

Nikki Nash: 00:08:08

resonates with them? And and they understand that it's

Nikki Nash: 00:08:12

valuable for them, and they want to make the investment in that.

Nikki Nash: 00:08:15

So that's the second thing that's really a marketing plan.

Nikki Nash: 00:08:18

And a marketing strategy is how do you kind of bridge the gap

Nikki Nash: 00:08:21

between someone who is ideally, results driven or problem aware,

Nikki Nash: 00:08:26

like, they know that they have this problem, or they have this

Nikki Nash: 00:08:29

dream, and then they you help them know that you have the

Nikki Nash: 00:08:32

solution to what they want or the pathway for what they want.

Nikki Nash: 00:08:35

And so that's the marketing plan piece. And then I think the

Nikki Nash: 00:08:37

third piece that I help people with a lot is, once you kind of

Nikki Nash: 00:08:41

bring people through the whole cycle of marketing sales, and

Nikki Nash: 00:08:44

now you're in client delivery, or, or they're experiencing the

Nikki Nash: 00:08:48

product, is how do you actually retain those clients and have

Nikki Nash: 00:08:52

them refer? And so referrals are an excellent kind of lead source

Nikki Nash: 00:08:57

and or revenue stream, depending on how it's done. And so it's

Nikki Nash: 00:09:01

really how do you bring people in the door? And then how do you

Nikki Nash: 00:09:05

keep them in the house and have them bring their friends? And if

Nikki Nash: 00:09:09

they leave the house? How do you get them to come back? So that's

Nikki Nash: 00:09:11

essentially what I help people with. Okay,

Janice Porter: 00:09:14

so yeah, that that brings a piece to me that

Janice Porter: 00:09:16

that I talked about, even with with something as different as

Janice Porter: 00:09:19

LinkedIn training from products sort of thing is that people

Janice Porter: 00:09:24

seem to think that they're always looking for the new

Janice Porter: 00:09:26

client, they're always looking for the new and they're spending

Janice Porter: 00:09:29

money on the new and the time on on the new, and they've got 3000

Janice Porter: 00:09:33

connections in their database, whether it's LinkedIn or

Janice Porter: 00:09:36

somewhere else that they've never talked to for the last

Janice Porter: 00:09:39

three years. And it's like, Oh, my God, there's a goldmine

Janice Porter: 00:09:42

there, and you're ignoring it. And so I think that's a really

Janice Porter: 00:09:46

big piece about staying connected, being top of mind and

Janice Porter: 00:09:53

and offering something new to existing or past clients,

Janice Porter: 00:09:58

offering them the opportunity To even be an affiliate for you

Janice Porter: 00:10:02

like that could be something as well so that they're bringing

Janice Porter: 00:10:05

referrals in and they're getting another stream of income out of

Janice Porter: 00:10:08

it, whatever. It depends what you're what you're selling, of

Janice Porter: 00:10:10

course. But yeah, that's a huge piece that I talk about all the

Janice Porter: 00:10:15

time. Because Because I'm in that business, I'm in the

Janice Porter: 00:10:18

retention business as well with, with greeting cards that I, that

Janice Porter: 00:10:22

I am an affiliate around as well. So yeah, that's a good

Janice Porter: 00:10:27

one. Now one of the things that I think you do and clarify for

Janice Porter: 00:10:36

me if I'm wrong, but I think that you can become you and your

Janice Porter: 00:10:40

team, or you create a team that becomes a, like a fractional

Janice Porter: 00:10:45

marketing team or an outsourced marketing team for smaller

Janice Porter: 00:10:50

companies that, you know, is that correct, that you don't

Janice Porter: 00:10:53

know, I'm wrong, not so

Nikki Nash: 00:10:55

much. So I have in the past been fractional cmo for

Nikki Nash: 00:10:58

folks. But really what I'm doing, if I come into a business

Nikki Nash: 00:11:01

I, I don't, I'm not in the agency business, where the will

Nikki Nash: 00:11:05

come in and serve this role for you. What I am great at is

Nikki Nash: 00:11:09

training and developing the team that already exists, or coming

Nikki Nash: 00:11:12

in and hiring the right team. And so so often, a business

Nikki Nash: 00:11:16

owner will have a team of doers, but nobody that is a strategist,

Nikki Nash: 00:11:22

or who can actually speak to a visionary CEO in a way that they

Nikki Nash: 00:11:26

understand what that what marketing needs to get their job

Nikki Nash: 00:11:29

done. And then also communicate that back to marketing the team.

Nikki Nash: 00:11:33

And so I have, for certain companies come in for a

Nikki Nash: 00:11:38

concentrated period of time, and it's almost like, let me get the

Nikki Nash: 00:11:41

house in order. And then let me replace myself. So it's either

Nikki Nash: 00:11:45

I'm replacing myself because somebody internally and the team

Nikki Nash: 00:11:48

is now ready to step up to the plate. Or it's, Hey, you know,

Nikki Nash: 00:11:52

the peep, the team that you have is great at doing the things

Nikki Nash: 00:11:55

that we can that they can do. But you probably a couple years

Nikki Nash: 00:11:59

out for someone to actually be able to rise to the leader of

Nikki Nash: 00:12:03

the team, the strategist, the, the Hey, I understand the

Nikki Nash: 00:12:06

mission and vision and goals of the company. And then I know how

Nikki Nash: 00:12:09

to translate that down to what happens on the day to day, so

Nikki Nash: 00:12:13

then I help replace myself from that equation. So I've

Nikki Nash: 00:12:18

definitely done that for many company. Now I I'm more in the

Nikki Nash: 00:12:22

business of how do we train your team, and then hire that person

Nikki Nash: 00:12:29

earlier, and just train that person as opposed to it being

Nikki Nash: 00:12:31

me, just for scalability purposes. And then yeah, and I

Nikki Nash: 00:12:36

have a business partner who does the similar thing of, let's make

Nikki Nash: 00:12:39

sure you have the right team in place and train and develop them

Nikki Nash: 00:12:42

from a client success team perspective. So it's nice

Nikki Nash: 00:12:46

because, for me, no amount of marketing can help a product or

Nikki Nash: 00:12:50

service that people don't want or aren't happy with. So you

Nikki Nash: 00:12:54

need to have a strong client experience in place. So that

Nikki Nash: 00:12:59

supports marketing, because I've definitely worked with brands

Nikki Nash: 00:13:03

that we crushed it on marketing, but the people bought, like the

Nikki Nash: 00:13:08

sales went up. But then people were unhappy and returns came

Nikki Nash: 00:13:12

back just as quickly as the sales were made. And, you know,

Nikki Nash: 00:13:15

no amount of marketing can solve that problem. That's a delivery.

Nikki Nash: 00:13:19

Yeah, it's

Janice Porter: 00:13:20

Yeah. Interesting. So. So what, what

Janice Porter: 00:13:25

are you working on going forward? Like, do you do you do

Janice Porter: 00:13:28

a lot of with marketing? Do you do a lot of social media stuff

Janice Porter: 00:13:32

for clients.

Nikki Nash: 00:13:34

So I am not an implementer at all. So that will

Nikki Nash: 00:13:36

probably help you at most, I no longer do anything for anyone. I

Nikki Nash: 00:13:40

love you all. But I'm not the one I am more of the it I teach

Nikki Nash: 00:13:45

and train and develop people. So if it is a solopreneur, I will

Nikki Nash: 00:13:50

teach you and or if you have a person on your team, how to

Nikki Nash: 00:13:53

actually bring in clients and retaining those clients. If you

Nikki Nash: 00:13:56

have a team, I will train your team so that they can

Nikki Nash: 00:13:59

effectively bring in and retain clients, as well as I'll work

Nikki Nash: 00:14:03

with the visionary or the CEO in terms of how they can best lead

Nikki Nash: 00:14:08

and work with their team. And then I do a lot of kind of

Nikki Nash: 00:14:12

coaching work for people that are not used to leading team and

Nikki Nash: 00:14:19

that could be specifically the marketing team or team in

Nikki Nash: 00:14:21

general. So yeah,

Janice Porter: 00:14:24

so So I'm curious because when you say that you

Janice Porter: 00:14:28

train you love to train, obviously and your background is

Janice Porter: 00:14:31

business as corporate right? You were in corporate. Did you ever

Janice Porter: 00:14:36

when you were a kid, were you the kid in charge? Were you the

Janice Porter: 00:14:39

teacher in front

Nikki Nash: 00:14:40

of the classroom? No, not at all. I actually so I

Nikki Nash: 00:14:44

there is a side of my family that was all in education. Okay.

Nikki Nash: 00:14:48

So that my aunt because she was a superintendent or assistant

Nikki Nash: 00:14:52

superintendent of a school after she had left teaching. Yeah. And

Nikki Nash: 00:14:56

she was convinced I would be a teacher. And I had zero desire

Nikki Nash: 00:14:59

to go into Teaching. However, when I was head of marketing at

Nikki Nash: 00:15:05

a tech startup, it was after I left Intel, and I had started

Nikki Nash: 00:15:10

figuring out what I wanted to do next, there was a company that

Nikki Nash: 00:15:13

was growing called General Assembly, they still exist

Nikki Nash: 00:15:16

today. But their model, their business model, at the time I

Nikki Nash: 00:15:19

watched it evolve, is it started where they would hire subject

Nikki Nash: 00:15:24

matter experts to come in and essentially map out online

Nikki Nash: 00:15:28

courses, and they teach you how to do it. And then you would

Nikki Nash: 00:15:31

come in and they'd have a teleprompter and camera set up,

Nikki Nash: 00:15:34

and you would just record. And so that's how I started teaching

Nikki Nash: 00:15:38

was that way, I also actually technically started teaching

Nikki Nash: 00:15:42

before that, I'll share that in a second. And then they had me

Nikki Nash: 00:15:46

teach a 10 week long course, in person, and it was twice a week

Nikki Nash: 00:15:52

for 10 weeks. And I got a lesson plan, which I go rogue all the

Nikki Nash: 00:15:58

time. So I made it my own and but they taught me how to teach

Nikki Nash: 00:16:02

adult learners. So I taught for 10 years with General Assembly

Nikki Nash: 00:16:05

either can make long courses, short work shops, all day, boot,

Nikki Nash: 00:16:09

camps, all that sort of thing. But I've always been even my

Nikki Nash: 00:16:16

gift has always been to to explain things that seem

Nikki Nash: 00:16:19

complicated to someone in a way that's digestible and easy. And

Nikki Nash: 00:16:23

so that's kind of been a gift of mine for as long as I can

Nikki Nash: 00:16:28

remember. And when I did work at Intel, and my manager at the

Nikki Nash: 00:16:33

time, he was like, I'd love for you to be more visible. I did

Nikki Nash: 00:16:36

these Lunch and Learns once a month, called getting social

Nikki Nash: 00:16:39

with Nicky, where I would teach people a different social media

Nikki Nash: 00:16:42

platform, and how to use it to grow their business unit. So I

Nikki Nash: 00:16:47

did that for a long time to as well. I

Janice Porter: 00:16:50

knew there was something it's in your blood,

Janice Porter: 00:16:51

though, you see, it's in your genes. genus, it's because it's

Janice Porter: 00:16:55

very different when, I mean, I was a teacher, and so I get

Janice Porter: 00:17:00

that, but I always wanted to be a teacher. But then, at a

Janice Porter: 00:17:04

crossroads in my career, I went into corporate training, and

Janice Porter: 00:17:10

teaching adults is somewhat different than teaching

Janice Porter: 00:17:12

children, but they're actually really quite similar. And, and

Janice Porter: 00:17:17

I, when I went into this training department for my

Janice Porter: 00:17:20

corporate job, I was a contractor I never got, I didn't

Janice Porter: 00:17:25

want to be hired, like full time nine to FiVER, I didn't want to

Janice Porter: 00:17:28

do that. I had a little girl at the time at home. And anyway,

Janice Porter: 00:17:33

the girls that I observed that were doing the job that I was

Janice Porter: 00:17:36

going to do, they weren't teachers, and they didn't know

Janice Porter: 00:17:39

how to teach, they sat at their desk and read the manual,

Janice Porter: 00:17:43

basically. And so that's why I sent that to you. Because it's

Janice Porter: 00:17:46

got to be somewhere in you to be a natural teacher to make it

Janice Porter: 00:17:50

work. And to make it work the way you have. Whether you taught

Janice Porter: 00:17:52

in school or you started by teaching adults, it doesn't

Janice Porter: 00:17:55

matter. So I'm glad I asked that question. Because, yes, it's

Janice Porter: 00:17:58

definitely in you for sure. Yeah.

Nikki Nash: 00:18:00

And I look back, I used to be a tutor. So like, I

Nikki Nash: 00:18:03

probably was teaching pretty much my whole life and just

Nikki Nash: 00:18:05

never considered it or thought about it that way.

Janice Porter: 00:18:08

Yeah, exactly. But that's, that's a good like

Janice Porter: 00:18:10

you said, it's totally a gift that that becomes it's a part of

Janice Porter: 00:18:14

you. So yeah, I can't help myself sometimes. And, and it's

Janice Porter: 00:18:18

not a good thing when I when I say that when I'm in the grocery

Janice Porter: 00:18:20

store, and, and some young person says to me, do you need

Janice Porter: 00:18:27

me to bag those for you? Isn't that part of your job? You know,

Janice Porter: 00:18:32

like, Yeah, I'm gonna start doing that whole thing. Anyway,

Janice Porter: 00:18:35

I won't go there. But it's a pet peeve of mine. But, but teaching

Janice Porter: 00:18:39

it's just comes naturally. So I love that about what you're

Janice Porter: 00:18:42

saying. So what's in the future for you? Do you? Are you at a,

Janice Porter: 00:18:46

you know, change? Do you feel changes coming? Because you did

Janice Porter: 00:18:49

say one thing to me about your podcast is in, in, in change

Janice Porter: 00:18:54

mode. So I wondered if that's about everything?

Nikki Nash: 00:18:57

Yes. So one of the things that has been, I guess an

Nikki Nash: 00:19:02

epiphany that I had a while back is that in building my business,

Nikki Nash: 00:19:08

I realized that I was making money not creating wealth. And

Nikki Nash: 00:19:13

those are two very different things, I think period but also

Nikki Nash: 00:19:16

to me. Then I went down a path of do I want to create wealth

Nikki Nash: 00:19:24

inside of my business or outside? And so for me, like I

Nikki Nash: 00:19:30

looked at and what I really deemed as what would be creating

Nikki Nash: 00:19:35

wealth to me is something is having assets that were cash

Nikki Nash: 00:19:39

flowing positive and appreciating in value. And so I

Nikki Nash: 00:19:43

have looked into real estate. I've looked into buying other

Nikki Nash: 00:19:47

businesses that are you know, can live the have a longevity?

Nikki Nash: 00:19:54

I've looked at a number of things. Right now I am just

Nikki Nash: 00:19:58

starting investing in real estate And I have no doubt that

Nikki Nash: 00:20:01

I'll probably ultimately buy businesses as well. But because

Nikki Nash: 00:20:04

of that, I'm like, I can't work all day in my business, and then

Nikki Nash: 00:20:08

also invest in real estate, and then also buy other businesses

Nikki Nash: 00:20:11

and just own them, not operate them. And all this other stuff,

Nikki Nash: 00:20:16

because I am, I guess, I'd have to do some sort of an

Nikki Nash: 00:20:19

assessment. But I'm the type of person that likes new challenges

Nikki Nash: 00:20:22

and new things, and great and all that jazz. And plus, I would

Nikki Nash: 00:20:26

like to have a family. So there's just a lot of things

Nikki Nash: 00:20:28

that would be going on. And so what has shifted in my business

Nikki Nash: 00:20:33

is that and part of why I'm not a doer inside other people's

Nikki Nash: 00:20:38

businesses, is because one, it, it restricts the number of

Nikki Nash: 00:20:42

people that I can work with at a time. And it, it's a lot of

Nikki Nash: 00:20:46

hours. So it's like, I'm only working with a few amount of

Nikki Nash: 00:20:48

people for a lot of hours. And that's kind of the opposite of

Nikki Nash: 00:20:51

what I want, I want to work with way more people have it so that

Nikki Nash: 00:20:55

they're actually getting results. And it's impactful and

Nikki Nash: 00:20:57

reduce the number of hours in which I'm doing it. And so some

Nikki Nash: 00:21:01

things that are in the works. One, I see a split in my

Nikki Nash: 00:21:07

business. So I had mentioned, I have a business partner that

Nikki Nash: 00:21:11

said something very specific. And what she and I focus on is

Nikki Nash: 00:21:16

helping clients and companies increase their revenue from what

Nikki Nash: 00:21:20

we consider the front end and the back end. So the front end

Nikki Nash: 00:21:22

would be acquiring new clients. And the back end would be

Nikki Nash: 00:21:25

retaining clients getting client referrals, which I guess would

Nikki Nash: 00:21:29

be back and back to front end. It's like a client referrals are

Nikki Nash: 00:21:34

big, making your clients profitable for you, and then

Nikki Nash: 00:21:37

also reactivating past clients. And so our belief system around

Nikki Nash: 00:21:40

that is that marketing sales and client success have to be a well

Nikki Nash: 00:21:44

oiled machine and really working together in order to have it

Nikki Nash: 00:21:47

such that the people that are coming in are actually staying

Nikki Nash: 00:21:51

and happy and that what's marketed to is being delivered

Nikki Nash: 00:21:54

it deliberated, delivered upon, like trying to say a word, and

Nikki Nash: 00:21:58

it didn't work delivered upon and exceeding expectations. So

Nikki Nash: 00:22:02

she and I are very focused on that were planning out a Client

Nikki Nash: 00:22:06

Success Summit, where we bring businesses in and have them

Nikki Nash: 00:22:09

bring like their marketing their sales and their client success

Nikki Nash: 00:22:13

people in and then we're teaching training supporting

Nikki Nash: 00:22:16

them in that way. She's actually a past teacher. And she argues

Nikki Nash: 00:22:20

that it's easier to teach young adults that she worked in high

Nikki Nash: 00:22:23

school, it was easier to deal with high schoolers than the

Nikki Nash: 00:22:25

adults.

Janice Porter: 00:22:28

A lot these days, they're actually yes.

Nikki Nash: 00:22:31

Okay, so that's happening. And then for me from

Nikki Nash: 00:22:34

a purely marketing perspective, and because I worked with in the

Nikki Nash: 00:22:38

course of my business businesses that were just getting started

Nikki Nash: 00:22:41

to doing like, six figures, to people doing low millions, high

Nikki Nash: 00:22:45

millions, eight figures, like all over the place. And so

Nikki Nash: 00:22:50

that's probably more likely going to be for our million

Nikki Nash: 00:22:53

dollar plus clients. We don't have a cap from a revenue

Nikki Nash: 00:22:56

perspective, but it's really more of if you have a lot of

Nikki Nash: 00:23:00

clients, because otherwise it doesn't make sense to have

Nikki Nash: 00:23:04

multiple team members and things like that. That being said,

Nikki Nash: 00:23:07

what's changed for myself for my solopreneur peeps, or the small

Nikki Nash: 00:23:11

team peeps, is I have been working on and creating a

Nikki Nash: 00:23:16

subscription based experience where they're absolutely getting

Nikki Nash: 00:23:22

training, they're getting implementation plans, they also

Nikki Nash: 00:23:25

have the ability to get support for me ask questions, things

Nikki Nash: 00:23:28

along those lines, and then they're rewarded for the

Nikki Nash: 00:23:31

longevity of their subscription. So that's been something that I

Nikki Nash: 00:23:34

have that sounds Yeah, and looking into. So it's in the

Nikki Nash: 00:23:37

works, it's very early at the time that we are recording this.

Nikki Nash: 00:23:43

That's been kind of the other pathway. So those would be the

Nikki Nash: 00:23:47

two main ways to work me outside of, you know, grabbing my book

Nikki Nash: 00:23:50

or listening to the podcast or something like that.

Janice Porter: 00:23:52

Well, that's all exciting stuff. Very exciting.

Janice Porter: 00:23:55

Okay, so, as we I'm just going to veer right a little bit and

Janice Porter: 00:24:00

ask you when you're not working. What do you love to do?

Nikki Nash: 00:24:07

So I am a workaholic, I guess because I go

Nikki Nash: 00:24:12

on a lot of walks. And I definitely like to do at least

Nikki Nash: 00:24:16

10,000 steps a day. But more specifically, I need to walk by

Nikki Nash: 00:24:19

water. So there is I live in Vienna. I live in St.

Nikki Nash: 00:24:23

Petersburg, Florida, St. Pete, and I live downtown and so I can

Nikki Nash: 00:24:28

walk to the bay and there is a very specific place, not at the

Nikki Nash: 00:24:33

pier, but near the pier where dolphins hang out. And so I have

Nikki Nash: 00:24:37

a specific dolphin. I've named him spotty. I sometimes change

Nikki Nash: 00:24:41

his name, but it's primarily spotty and I go and sit with

Nikki Nash: 00:24:44

him. So that's like the joy of my day. I'm like hey somebody

Nikki Nash: 00:24:47

and then I'm like come swims up and sometimes it will swim under

Nikki Nash: 00:24:50

my legs if I sit over the edge and it's great. Wow, that's

Nikki Nash: 00:24:54

fantastic. I talked to him I probably look nuts. People are

Nikki Nash: 00:24:57

like woman is talking to a dolphin and I don't care. Were

Nikki Nash: 00:25:00

like, in my mind, he loves me. And it's great.

Janice Porter: 00:25:03

That's fantastic. Are you are you a reader a

Janice Porter: 00:25:08

listener? Audio books? Are you a podcast listener? Are you a TV

Janice Porter: 00:25:12

person or movie person?

Nikki Nash: 00:25:15

I am highly auditory. I discovered I don't

Nikki Nash: 00:25:18

think I realized that until COVID. To be honest, I love

Nikki Nash: 00:25:22

audiobooks. I will read physical books, but for me to read a

Nikki Nash: 00:25:25

physical book, it's usually something that is fiction and

Nikki Nash: 00:25:31

has to do with like, it's either a murder mystery or, or like,

Nikki Nash: 00:25:37

with witches or something. It's something that I can't help but

Nikki Nash: 00:25:40

put down like not literally Harry Potter, but something that

Nikki Nash: 00:25:43

is, you know, I'm reading a binge reading this whole thing.

Nikki Nash: 00:25:47

Outside of that I'm audiobooks all the way podcasts all the

Nikki Nash: 00:25:50

way. I do watch some TV. I tend to be a I'm like laughing

Nikki Nash: 00:25:57

because I don't know my family. We love each other. And we're so

Nikki Nash: 00:26:00

friendly. And if you met us, you wouldn't go that's the family

Nikki Nash: 00:26:03

that loves murder mysteries, but we love murder mysteries.

Janice Porter: 00:26:06

Have you read any Louise Penny books?

Nikki Nash: 00:26:10

No, but I should to write her

Janice Porter: 00:26:12

name down. She's a Canadian author. My sister who

Janice Porter: 00:26:16

lives in LA. couldn't stop reading them. She's read all 18

Janice Porter: 00:26:20

of them. And yeah, so you would probably enjoy them. Yes.

Nikki Nash: 00:26:25

Yeah. I love a good murder mystery. For TV, it could

Nikki Nash: 00:26:31

be I watched British murder mysteries. I even watched

Nikki Nash: 00:26:34

Hallmark Channel murder.

Janice Porter: 00:26:36

Don't go there.

Nikki Nash: 00:26:37

Not even that great. But I don't care. Like if it's a

Nikki Nash: 00:26:38

murder mystery and watching it. No, like British murder

Nikki Nash: 00:26:43

mysteries are my jam. So I'll watch those. And then from a

Nikki Nash: 00:26:46

movie perspective, I love I love superhero movies. So I think

Nikki Nash: 00:26:52

I've seen like every Marvel movie, you know, probably almost

Nikki Nash: 00:26:56

every Batman movie with the exception of Ben Affleck's

Nikki Nash: 00:27:00

season. Sorry, Ben. I just didn't. But I've seen every

Nikki Nash: 00:27:04

other Batman for DC and in some other DC movies. It's

Janice Porter: 00:27:09

not my world at all. I love it. Totally

Janice Porter: 00:27:11

different. Okay. Last two questions. One, I love to ask my

Janice Porter: 00:27:16

my guests about my favorite word, curiosity. So I want to

Janice Porter: 00:27:23

know two things. One, do you believe that curiosity is innate

Janice Porter: 00:27:27

or learned? And second part, what are you most curious about

Janice Porter: 00:27:31

these days?

Nikki Nash: 00:27:33

Hmm. I think curiosity is innate. Because if

Nikki Nash: 00:27:38

I look at kids right now, I'm lucky all of my I'm the best

Nikki Nash: 00:27:41

aren't Nicky ever probably helps that I love Marvel and superhero

Nikki Nash: 00:27:45

and geeky stuff. But all of when I look at kids, they're

Nikki Nash: 00:27:50

naturally curious. I think as we get older, that maybe leaves us

Nikki Nash: 00:27:54

to a certain extent, but I think we're innately curious beings.

Nikki Nash: 00:27:59

Okay. What am I most curious right now about? What am I most

Nikki Nash: 00:28:06

curious right now about? Ah, yes.

Nikki Nash: 00:28:19

I like, like, what comes to mind is I'm like, I'm always curious

Nikki Nash: 00:28:23

about what is actually going to be next and how things will work

Nikki Nash: 00:28:25

out. But I'm constantly testing things in my business, I have a

Nikki Nash: 00:28:29

framework on essentially coming up with hypotheses, hypotheses

Nikki Nash: 00:28:34

and testing and validating them. And so I have a hypothesis out

Nikki Nash: 00:28:39

right now for what I'm building inside my business, like the

Nikki Nash: 00:28:43

subscription idea and things like that. And it may the model

Nikki Nash: 00:28:46

may change slightly, but the product itself will stay the

Nikki Nash: 00:28:48

same. I'm curious about how that will resonate with folks. So I'm

Nikki Nash: 00:28:52

really excited. And in the inquiry of, will this actually

Nikki Nash: 00:28:57

yield the desired result where it it helps people actually get

Nikki Nash: 00:29:00

results, and it frees up my time? Okay,

Janice Porter: 00:29:03

well, I'd like to follow that one alone, for sure.

Janice Porter: 00:29:05

Yeah. And last question, what would you share with my audience

Janice Porter: 00:29:12

to be maybe your your, your best business tip that solopreneurs

Janice Porter: 00:29:19

sales professionals, small business owners can take and run

Janice Porter: 00:29:25

with?

Nikki Nash: 00:29:25

Yeah, I would say, to learn to duplicate and

Nikki Nash: 00:29:34

automate as much as possible, like bring on team and put

Nikki Nash: 00:29:39

systems in place as soon as possible. It doesn't mean like,

Nikki Nash: 00:29:41

do it tomorrow. But I think one of the things that I did in my

Nikki Nash: 00:29:45

business is I was so attached to having to do everything. And I

Nikki Nash: 00:29:48

became the bottleneck in my business. And I think if you

Nikki Nash: 00:29:51

really want to build something that grows Yeah, like it's like,

Nikki Nash: 00:29:54

get out stop being the bottleneck. And it's going to

Nikki Nash: 00:29:57

take a lot of faith and trust and You can take calculated

Nikki Nash: 00:30:01

risks. I know on assessments, I tests really high for risk

Nikki Nash: 00:30:04

taker. So I'm like, don't necessarily do what I do,

Nikki Nash: 00:30:07

because I'm a little crazy. And I'm like blissfully believe it

Nikki Nash: 00:30:10

will all work out. But I do recommend taking some sort of

Nikki Nash: 00:30:13

calculated risk and, and bringing on team and try to

Nikki Nash: 00:30:16

automate things because we didn't build businesses to work

Nikki Nash: 00:30:20

all the time.

Janice Porter: 00:30:20

I know. I know. Yeah, that's great advice. Thank

Janice Porter: 00:30:24

you for that. I appreciate it. So how can my audience find you

Janice Porter: 00:30:29

best place? And I will, of course, put it in the show

Janice Porter: 00:30:31

notes. I'm guessing your website.

Nikki Nash: 00:30:35

Based on your expertise, they need to connect

Nikki Nash: 00:30:37

with me on LinkedIn. Like send me a DM that you heard me on the

Nikki Nash: 00:30:41

show.

Janice Porter: 00:30:43

Okay, done, or, yeah, and your website? Of

Janice Porter: 00:30:47

course, Nikki nash.co, right. Yes,

Nikki Nash: 00:30:50

Nikki nash.co. And I have a lot of free blog, like I

Nikki Nash: 00:30:56

have a lot of content and cheat like worksheets and things that

Nikki Nash: 00:30:59

will help people. So what I would say is, in addition to

Nikki Nash: 00:31:02

going on LinkedIn, just go to my website and choose the one that

Nikki Nash: 00:31:05

resonates with you the most.

Janice Porter: 00:31:06

Sounds good. Appreciate it. Thank you for

Janice Porter: 00:31:09

your time. Nikki, thank you for your wisdom and and for sharing.

Janice Porter: 00:31:14

And indulging me in my in my questions that I love to ask

Janice Porter: 00:31:18

people about. So appreciate that. And to my audience, thanks

Janice Porter: 00:31:21

for being here again, and appreciate you if you liked what

Janice Porter: 00:31:25

you heard. Please leave a review. We always appreciate

Janice Porter: 00:31:28

that. And remember to stay connected and be remembered