0016: How Introverts can become courageous & extroverted (enough) to market their message with Positioning & Content Strategist, Best Selling Author & Host of Courageous Entrepreneur Podcast Winnie Anderson

Intro  [0:00]  

EA Interviews Episode 16. Inspiration, transformation, success stories and the Imperfect Action Round seven days a week. Join Mario Fachini for today’s expert authority effect interview. Welcome expert authority world, I’m excited to be here for another great episode and bringing to you Winnie Anderson. Have you ever felt like you want to get your message out? Have you ever felt like you have a story inside of you, you want to share with the world, you want to help, you want to make an impact, but you’re not sure where to start and you’re not sure how to do it? And even better yet, you don’t want to be in front of people, you don’t want to be in front of a camera, you don’t want to be anything. Well, Winnie helps introverted people get clarity on their message and get out to the world in a very congruent way that’s very easy for you. I’m excited to bring her up but first, let’s thank our sponsor. 

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Mario Fachini  [1:13]  

Welcome, Winnie. It is great to have you here. Are you excited to share with expert authority world and help them out? 

Winnie Anderson  [1:20]  

I am. I am. And I’m so excited to be here with you, Mario. Thank you so much. I’m honored to be here.

Mario Fachini  [1:26]  

We’re gonna have some fun. So let’s jump right into it. So I know a little bit about your story but expert authority world doesn’t. Why don’t you tell us what gave you the inspiration to do what you do and start your business?

Winnie Anderson  [1:39]  

Oh, Mario, how long do we have? The short version is I had no other option to be honest with you. I was in a car accident in 1999 and I was literally knocked out of work. So not only did I have to manage my recovery but my primary injury is to my head. I have a brain injury, I have brain damage. So one of the worst parts about that is how demoralizing it can be because you feel like you’ve lost your identity. So I had to figure it out. I had to relearn how to learn and then, I had to relearn what I was going to do for the rest of my life. And at the same time, I really felt like I was called to do something bigger. And which, you know, was kind of disturbing, actually, when you feel that way but I really felt pulled that there was some way I was supposed to use my gifts and use the mess that I was now in to help other people. So I had to completely reinvent myself as a professional. And that’s what I did.

Mario Fachini  [2:46]  

I love that. That’s how I started this show. You know, after all the talents and abilities God gave us, what are we doing with it? And I realized there’s more I could be doing and I’m so glad you realize that also. So why don’t we dive a little bit deeper into the realization? How did you get that and what was your first step you took to really start compounding all your talents and abilities and get you to the point where you’re at now?

Winnie Anderson  [3:12]  

Yeah, thanks. I, well, I was blessed in many ways because I really should not be here at all, to be honest with you. There are people who have less injury and they don’t live, they die, and which is, you know, really startling when you think about it. So then, you start asking yourself, why me, right? Why was I chosen to survive? So as I began to recover, people started to give me projects and I had some people tell me I’ve been waiting until you got well enough to work on this with me, so — which was just exactly what I needed to hear because my self-image had taken such a beating with the loss of my memory. So I started to write. I’d always loved writing. I was always good at it. I actually won a contest in high school and I started to write because I was reading that that’s a great way to position yourself as an expert, right? So I was telling a friend of mine that you know, I want to write more and she said, “Well, guess what? I run the job fair segment of the newspaper. You’re writing for it.” So that was my first writing job. I would have done it for free. They gave me $50. I was so excited and my calm — my article, I should say, got picked for the cover story.

Mario Fachini  [4:38]

Wow. Congratulations.

Winnie Anderson  [4:39]  

So exciting. Thank you. Thanks. It was so exciting. I mean, I was a published writer, I got paid, I’m the cover, it was so exciting. So you know when that happens, you tell everybody you ever bumped into getting a cup of coffee, “Hey, did you see my article”, right? So as I started to share that, other people were like, “This is really good stuff.” And I had one person who, total accident, I — you know, you think, right? I’m sitting next to this guy at a luncheon which I never even go to those mixer kind of luncheons. I sent it to him too because I had sent it to everybody. And he said, “Hey, I need help writing. Help out if you do some ghost writing for my agency for me.” So I’m like, “All right, well, I don’t have anything else to do”, right? So I start writing for him. And it just sort of snowballed from there. He started to get a lot of positive feedback about my writing. And before you knew it, I created his blog and wrote his blog, I created his newsletter, wrote his newsletter. And after that, I just got sucked in and started to actually write for his clients. So I became a brand strategist and copywriter and it was just totally by accident, literally, by accident.

Mario Fachini  [5:57]  

Or divine coincidence.

Winnie Anderson  [5:58]  

Right. That’s exactly right. Because we both know, there are no accidents at all. Yeah. 

Mario Fachini  [6:02]  

So who would you say you help and how do you help them?

Winnie Anderson  [6:07]  

I help two segments but the same way. I help people get clarity around their message and create a message and messaging tools that help guide their buyer to take the next decision in the buying process and ultimately, to buy. And in doing that, I help — when I work with individual entrepreneurs, I help them build their business at the same time because I’m helping to get that message out, right? So I’m helping them get it done and get it out and get it in a more powerful way so that it really resonates with their audience and helps that person take action. My clients, as you alluded to, they hate selling, they’re not crazy about marketing. So they really need content that presells them, as I refer to it.

Mario Fachini  [7:00]  

So let’s dive a little bit deeper in there because I — it’s one of the things I’m familiar with, too and it’s so beneficial, the messaging and getting your clarity on what you’re saying, whom you’re talking, who, whom, whatever, what you’re talking about.

Winnie Anderson  [7:16]

Right.

Mario Fachini  [7:17]

But what would you say the biggest thing that holds people up in that area because I — every day, I put stuff out myself that’s like, “Hey, when you’re making a headline, do this. When you’re doing a sub headline, do that. When you’re starting a freaking video perhaps and people just go, “I’m XYZ company, come buy from XYZ company”, what could you tell everyone that would help them go not make that mistake?

Winnie Anderson  [7:40]  

Yeah, there are a couple of things. Number one, though, is to really get clear on your point of view first. Every guru out there will tell you, you know, they’ll ask you, “Well, who’s your ideal client?” And you really have to think about who your ideal client is. I got news for you, most people don’t know and what they really need to do first because all of this grows out from inside you, right? So you have to understand your point of view. That’s made up of your beliefs, your values, your approach, your philosophy, your methodology. Once you really understand at a deep level exactly what you believe, you’re then able to create a message that resonates with others who share that belief, then you can start getting clear about, “Well, who do I really want to resonate with?” And you can learn more about them because the common tendency is to think that we’re our client and you’re not, right? There’s an element of commonality that we share with our client but then, it diverges. So we really need to remember that our message starts with us at a very deep level and then, we tweak it, massage it to really resonate deeply with that target audience. And then, the other piece that’s really important to remember is that your audience doesn’t want to be sold to just as much as you don’t want to sell. And that’s why I tell people that marketing and sales, they’re one and the same and that really, you’re doing four things, educate, elevate, inspire, and invite. It’s those four things that really guides a person to help them make a decision. That’s all you’re trying to do. 

Mario Fachini  [9:30]  

Are you hearing this expert authority world? She is bringing solid gold here, #SolidGold. Check out the website for the show notes because those are going to be highlighted. Those four points, she is absolutely spot on. So tell me what is done for your clients, Winnie? You’ve taken through your process, they didn’t know where they were in the beginning, you gave them the clarity, they’re moving forward, even if it’s in their own room behind closed doors and not talking to anyone. 

Winnie Anderson [9:57]  

Right. They’re getting there.

Mario Fachini  [9:58]  

What’s it meant for them? What’s meant for their business and life?

Winnie Anderson  [10:01]  

Well, first of all, what it means for their courage and their confidence. Because when you feel confident about what you’re saying, you are going to be perceived as more of an authority right away because you just feel just more power and passion about what you are delivering. So that is number one. It’s that boost that it gives your own morale to be courageous and step out and boldly put your message out there, then it’s that consistency because you know how important that is, Mario. It’s that consistency of getting your message out on a regular basis. Builds that know, like and trust as you build an audience of people who go, “You know what, he’s a smarty. I like what he has to say. Yeah, I really do believe him.” Because part of what we get caught up in and why we hate selling is we think about that we’re trying to persuade people. If you’re trying to persuade somebody, Honey, you’re doing it wrong because nobody wants to be persuaded, right? You look at the political climate that we have right now, right? People trying to convince other people that their idea, stop it, you’re wasting time, focus on what is in common and then, your message will resonate. So talk to people, preach to the choir, that’s number two. So you want to make sure that you really own that message, get it out. And so, it builds confidence, courage, it helps you get your message out consistently, it starts building your own community. And then, I’ve had clients who, you know, they get clients, so people who go from feast or famine to sustained revenue. You know, I’m not going to tell you, somebody went from zero to 9 million, because that’s just not reasonable. Now, when I’ve worked for larger organizations, when I’ve worked with them to get their message out, yeah, I’ve had some big wins, like I created a sales kit that brought in $400,000 worth of new business in only four months. That’s the power of message and getting the right message to the right audience.

Mario Fachini  [12:07]  

Wow, that is powerful and you literally have me smiling and I’m smiling so much. I’m tearing. Can you believe that? So that’s not — I’m also kind of smirking because before we started, and I turned the camera on, you were like, “I’m going to bring it to you straight.” And I’m like, “Oh, really?” You’re like, “Well, let’s get it going.” I’m like, “Oh, cool. Let’s bring up politics. Cool.” No, talk about — free reign. Say whatever you want. I know sometimes, people are like, “Oh, we’re not going to cover this, this, this and that. Nope, this is —

Winnie Anderson  [12:42]  

Yeah.  And I’m not saying, you know, this side is right, that side is right. My point is —

Mario Fachini  [12:47]  

But one of them is left.

Winnie Anderson  [12:48]  

What? What? The point is —

Mario Fachini  [12:52]  

Did you guys see what I did there?

Winnie Anderson  [12:52]

— if you’re trying to convince somebody, you’re just wasting time, you’re just really wasting time.

Mario Fachini  [12:59]  

You’re absolutely right. There was someone that reached out to me just the other day and she started business, I’m super proud of her. Court, if you’re watching, if you’re listening to this, I’m super proud of you, sincerely. And she was going — I go, “What do you think would help you the most?” And she goes, “Well, if I could just get the languaging down, you know, for recruiting —

Winnie Anderson  [13:17]

Right.

Mario Fachini [13:18]

— it would make the game changer and I was like, “Let me save you a decade. You need to find the right people. You could have the best script in the world or the worst script in the world and you can’t say enough of the right things to the wrong people and enough of the wrong things to the right people.”

Winnie Anderson [13:34]

Right. Right. 

Mario Fachini [13:34]

So I’m glad you’re sharing on the messaging because there’s me up too.

Winnie Anderson [13:38]

Yeah. And —

Mario Fachini [13:40]

And you alluded to — you’re making this super easy for me, so you explained how you helped people and the kind of the results. That’s the that’s the next thing we’re going to jump into. Your clients, tell me about your clients’ biggest success story. They came to you, they needed help, you help them, where did they start, where did they end up?

Winnie Anderson  [14:00]  

Yeah. So I have this one person, her name is Sue. And when we first started, started working together, she was like so many people, “I’m a great person. I’m super smart. People are just going to come to me”, right? We have this belief that our reputation is already so strong and she already had. She was right. She had a certain level of reputation online that was really good but at first, she had been attracting clients because she was in a directory of experts. But eventually, you know, people go off onto other things, that directory loses its traction online, software changes, as you well know, and she started to lose clients and had not been doing anything to really actively market, right? There’s passive and there’s active. She was doing a lot of passive things. So she wanted to make the commitment to get this message out. And all she did was promised herself and me that she was going to send three emails a day. That was her commitment to herself. She did it, it’s — she started to get conversations with people, she started to get recommendations from people and she started to get clients just from sending three consistent emails a day that had just enough information to spark a conversation. Too often, we’re trying to hit a Grand Slam when all we need is a base hit, right? We’d love to send one email and get a big client, it just does not happen. So for her, she was able to go from crazy peaks and valleys, right? Like we can all deal with, to steady increase and that’s what she wanted. And then, she ended up getting a big client and she’s got a nice established revenue now, she’s ready to make her next big leap. I have somebody else who — same thing. It’s really the consistency as people search for the right language. It’s the consistency of getting their message out. And then, I think the other thing that holds people back is they’re so afraid of making a mistake. We’re all afraid of making a mistake. We bring with us our emotional baggage from our prior professional lives. I’m a corporate baby, right? I was just talking about this with my coaching group this morning, we were all corporate babies. And when we went out on our own, we had been conditioned to be fearful of making mistakes. Because what happens in corporate life, when you make a mistake, your butt gets fired. That’s what happens when you make a mistake. So there’s really a lot of subconscious pressure that I can’t make a mistake, whatever I put out has to be perfect. No, it doesn’t, because it’s going to evolve over time. So that’s one person who had a really great result, I have another person, it was very similar kind of thing, it’s the consistency of the message for some people, getting it out on a consistent basis. And then, others it’s wordsmithing the language. And that really comes down to testing a lot of times, seeing what really does fly, participating in groups to see how your audience uses language and then, borrowing the language that really resonates.

Mario Fachini  [17:24]  

And that is so very true about the consistency. And would you agree that the more consistent you are, the more confident you become not only in your abilities, but the outcome?

Winnie Anderson  [17:34]  

Absolutely. That’s a great point. The more confident you become in the outcome. So as we start building a community of people who love us, nobody like warm or lukewarm rather. We want people who love us. As you start building a passionate community, you’re going to start recognizing that, “Hey, I’ve got 1000 people, if I put out x, a percentage of that population is going to make a purchase.” Now, you have predictable, relatively predictable income, you can start to forecast and you can start to build off of that. So yeah, it is that — and that consistency is also very important for brand building, which is super important.

Mario Fachini  [18:22]  

It’s interesting how everything builds upon each other because the consistency you talked about gives you the confidence because you — of course, everyone wants to have that Grand Slam deal with one client but if you don’t get it, now, it’s like your whole world is shook. Now, if you know your scheduled to send out 15 emails this week, you’re kind of like, I don’t really care if this one goes through or not. One of them will. 

Winnie Anderson  [18:44]

Right. That’s right. 

Mario Fachini  [18:46]

And I remember hearing, confidence in the future gives you power in the present. And I believe that is so true because even with the show, I don’t know if someone’s going to say yes, I will tell you that it’s a 93.6 percent  yes, so far, but there is the same fear I had with this as everyone would have of going, “What if I asked some people and they don’t want to? Well, BFD, there’s like 326 million people in the world or whatever the stat is. And I love that you touched upon healing yourself and we all have that baggage. And I just recently saw something that says, if you don’t heal your own wound, you will bleed on those who didn’t cut you.

Winnie Anderson  [19:34]  

Wow, that’s really powerful. And unfortunately, it is so true. Yeah, yeah. That’s a great saying. And it’s very, very true. You also don’t realize if you have not healed yourself. And again, as the worst person in the world with this, if you don’t heal yourself, you will be caught up in frustration, you’ll be caught up spinning your wheels, which is depressing to work hard and not to feel like you’re working hard and not get a result. And — but in reality, if you have emotional baggage you’re dragging around, your — you might feel like you’re working hard but you’re really not working hard towards things that are going to produce a powerful result for you. We get caught in the busy work and technology and bright, shiny objects and that sort of thing. And all of that is really avoidance. So you know, there’s an old another old saying out there that being self-employed is the most challenging, the best, and the most expensive personal development program you will ever take part in because you come face to face with your own crap you didn’t even realize you had because you had stuffed it in your closet so tightly and it just comes flying out. That happened for me.

Mario Fachini  [20:54]  

So let me ask you about that because I know exactly what you’re talking about. It showed up for me with my first clients, my first 50 clients. first hundred when I first spoke and on my book for sure. I failed English seven times. And now, I’m writing a book. Tell me about your journey and how your book has helped you.

Winnie Anderson  [21:14]  

Oh, boy. Well, I can tell you I’ve written two so far and I have several that are now in the works. I can tell you that the first book I wrote by myself, I didn’t realize — I mean, there wasn’t even a kindle, right? When I wrote my first book. I didn’t realize what I was doing and know what I was doing. But I wrote my first book and I got it endorsed by Ken Blanchard, the legendary, you know, management guru, legendary multi-New York Times bestselling author, which was very exciting, so exciting. And I’m like, “Well, what do I do with this”, right? And then, when I wrote the second one and it became a best seller, it was like, I took that big leap forward and then, 10 leaps backwards. 

Mario Fachini  [21:58]

Why is that?

Winnie Anderson  [21:59]

So the book — because I was so caught up in the throes of self-sabotage. And I — part of it was that I think I was subconsciously waiting for like the heavens to open rain — money to rain down on me and somebody would just put me on the cover of The New York Times. And you know, this miracle. What happened? No, that’s not what happened. Because a book is a tool that you then have to leverage and I was so messed up still that I just self-sabotage myself. I — yes, I got the best seller. Yes, I used it to a certain degree, but I just let it die because I just didn’t know and I didn’t feel I was ready to really leverage it fully. And yeah, so I could beat myself up over that. But you know, flower blooms when it’s ready. And I had to go back and really do that difficult work. So I’ll just give you a little Reader’s Digest of this. So as — when I was recovering from my brain injury, what happens when you have a brain injury, it’s like the filing cabinet in your head gets dumped out and all the files get mixed up. And then, they’re thrown back in the drawers and then, you’ve got to figure out what goes where. So as you’re doing that process, old memories get matched up with new memories or recent memories. So I had just been through all of this trauma. And so, my brain was going, “Oh, hey, look, here’s some old trauma. How about if we file this with the trauma, with the car trauma? How about if we do that?” And I had all of these memories from my childhood come rushing back to me as if it was yesterday. And I realized then that I hadn’t dealt with all of that emotional abuse that I had gone through. I realized that the bullying that I experienced in corporate life from the rotten bosses that I worked for had still scarred me and I hadn’t fully addressed it. And once I was able to do that, and I wish I could say — and it took me five minutes. Once I was able to deal with all of that, then I was really able to start helping other people. And I was able to then capitalize on everything that I was doing on a consistent basis.

Mario Fachini  [24:21]  

Well, I am so glad you have because it’s been great watching you grow. 

Winnie Anderson  [24:26]

Thank you.

Mario Fachini  [24:27]

And I guess, you know, one of the main reasons I invited you on because I’ve been watching what you’re doing and I’ve always followed you when we’re in person at the same events and different things. And you really are bringing it today, you weren’t joking about that. It’s all making sense now. And I appreciate how deep you’re going because when I set this up, I mean, it’s my show, we can say whatever we want. And I never wanted it to be surface level. I wanted it to dive deeper and really get behind the scenes, because everyone looks around and it’s like, “Wow, look at the lights, look at the cameras.” You know, they could look and go, “Oh, we both have bestselling books and whatever, but the truth is, there’s a lot of stuff you have to overcome. And whether you have it or not, it doesn’t really matter because you can — I was crying writing the first book and the second and the third and they’re about six years apart. And you know, I’m still working on stuff, but you move forward, like you haven’t overcome and you’ve overcome so much. So it’s such a blessing. 

Winnie Anderson  [25:23]

Thank you. 

Mario Fachini  [25:24]

So the book — would you say the book has helped you bring all of this together, you know, full circle? That’s the word.

Winnie Anderson  [25:33]  

Yeah, yeah, I think that’s a good word. And I would say that’s true. Because with both books, I never would have made the strides that I’ve had had I not proven, first of all, as you just alluded to, it’s proving to yourself that you can do it, screw anybody else.

Mario Fachini  [25:53]

And you’re worth it.

Winnie Anderson  [25:53]

And that you’re worth it. Right. So screw what anybody else thinks, do this for yourself. And when you can say that, “And my God, I, you know, I do have these great ideas that really can impact somebody positively that really can make a difference and I deserve the success that comes from helping other people in this way.” Yes. And then, it’s like the floodgates are open to all of these other books and courses and programs and people then start to see you as the expert that you are. So yes, it’s, you know, it’s okay, just get whatever it is that you’re working on out there, understand it’s a tool and then, that you’ve got to then capitalize on that.

Mario Fachini  [26:39]  

Now, what happens, what happened to your — you personally and your business when you combine it with video?

Winnie Anderson  [26:45]  

Oh, well, let me tell you, that’s when things really started to take off. So I actually started using video, I’m going to guess about six or seven years ago. And I started with my little flip video camera. And I would only do what I call tip videos, little like, you know, a minute, two minutes, something like that, or less, because it was all I could memorize. So I would just like, “Okay, I have this in my head.” Boom, because I didn’t know how to edit, you know, and this was back in the day before when editing software was like a gazillion dollars or whatever. So I just thought I’m just going to do it’s got to be good enough, because it’s got to get out there, right? So I started doing those. And then, as I started to build my confidence and as I got positive feedback about those little recorded videos, then I started to feel a little bit better. And I started to do some live video when Facebook had that capability. And again, I would only do these little like tip videos, too, because it was all I could memorize. And no, I wasn’t looking stupid. And then, the more I did, the more confident I got, the more comfortable I got and it turned into my own full blown podcast a few years ago. And it brought clients.

Mario Fachini  [28:08]  

And you’re making — I love it. You’re making me reminisce over here. I literally —

Winnie Anderson [28:12]  

Yes, Mario was one of my guests. So when I first started doing video, that it just started to build this momentum and again, it’s like you’re doing it for yourself, because I didn’t have a big audience at the time, but it helped me to think through my own content, and start to come up with the right words, start to really create my first branded content. And then, when I met our mutual friend, Jon Cody and I started to really think about, “Wow, he got a podcast and that’s the kind of outcome he had. Well, shoot. If I can do half of that I’d be happy.” 

Mario Fachini [28:50]

Yeah, he’s awesome. 

Winnie Anderson [28:51]

He is. Oh, my gosh, I adore Jon. So I started to plan my own show. And I knew that, you know, I knew that video was going to only continue be, to be more powerful. So I wanted to do my show with capitalizing on video. And then, you know, like you do, I think is have the video and the audio and then, really repurpose it. So I knew that if I was going to work, I wanted to go all the way to video and then, work backwards to capitalize on that and great opportunities. 

Mario Fachini  [29:19]  

Well, I’m so glad you did because it’s great to see you and hear you and I’m glad other people can experience what I have in person.

Winnie Anderson [29:27]

Thank you.

Mario Fachini  [29:28]  

So I want to talk about your podcast and how you overcame it. So Winnie, tell me about your podcast, what inspired you to start it? And how did you overcome all this? I know what it takes to do a podcast because obviously that’s what we’re doing. And I will tell you, it’s not something an introvert would normally do. How did you overcome that to get your message out and stay focused, so that way, you could spread your message to the world, even though you may or may not love being on stage or the camera.

Winnie Anderson  [29:59]  

Yeah, so I’m actually a passionate introvert. So there is an outstanding TED talk, and I’ll share the link with you Mario, so you can put it in your show notes. There’s a great TED talk that explains what a passionate introvert really is. And that’s what I am, a passionate introvert is someone who, in my definition, is so concerned about getting their message out that they will overcome their own discomfort because they want to help their client, their audience. So they’re willing to be uncomfortable to get that message out. And a passionate introvert really is passionate about their topic. So we can kind of tune out that we’re in front of a big audience if we’re really fired up about what we’re talking about. So that’s number one. I’m really a passionate introvert around my subject. So I launched my first podcast, which you were on, Let’s Talk Tech. And I did that specifically because I was moving and I was moving 500 miles away. I knew nobody. And I knew my entire life had to be online. So when I met Jon Cody and discovered — I had heard about podcasting, but when I discovered I knew somebody who did it, that’s when I started to think, you know, “Maybe I could do this too.” And that first podcast gave me such great connections. It gave me a lot of courage and confidence. And I got a lot of attention. I got clients from it. I got opportunities, I actually recorded two audio commercials for Host Gator that never would have happened had I not done that podcast. And then, when I decided to end that show, because, and this is the power of podcasting, I don’t know anything that will build a brand faster than having your own show. It just positions you as a clear authority. Well, here’s the problem with that, if you’re doing a show about something that you really aren’t an authority in and don’t want to be an authority in, people are going to see you as an authority. And I started getting offers for me to be the chief tech person for these online entrepreneurs. I’m like, “Are you insane? I’m lucky I can do my own. I don’t want to do my own technology, let alone yours.” So I knew then that I had — and here’s the other thing. I started that show because my own clients were resisting taking action. I was creating these brand strategies for them, these marketing strategies and sales conversations and all this stuff, and they weren’t doing it. And they were saying, “I can’t do that because of the technology.” So I thought, “Well, I’m going to start the show.” And then, it dawned on me, they were hiding behind the technology. So I stopped that show, retooled, and that’s when The Courageous Entrepreneur was born and this show is really designed to hit the heart of my audience to help people overcome their self-doubt, their disempowering patterns, take action to get their message out and make their next big leap.

Mario Fachini  [33:19]  

Good for you. I’m so glad you did it.

Winnie Anderson [33:21]  

Thanks. Thanks. Yeah, I love it. I love it. And, you know, part of me, actually — so I’ll tell you two secrets. One is not a big secret. I am a past recruiter. So I’ve been interviewing people for decades, right? And I think that marketing — job hunting, that’s marketing, right? You’re selling yourself to me, the recruiter, I’m the buyer. So I had a background already in interviewing, but when I was a kid, this is gonna be — this just sounds so ridiculous, I wanted to be a talk show host. 

Mario Fachini  [34:00]

Really?

Winnie Anderson [34:01]

I did, I did. I want to be a talk show host.

Mario Fachini  [34:02]  

How old were you, three or four?

Winnie Anderson [34:03]  

I was probably four when I wanted to be a talk show host.

Mario Fachini  [34:08]  

No freaking way.

Winnie Anderson  [34:09]  

No, I’m dead serious. I was four, no more than five. But when — so this is really going to date me and I’m so sorry to do this, but — so I grew up in the Delaware Valley, which is part of the Philadelphia region and the big talk show in the afternoon was Mike Douglas. I’m like a dinosaur. I know. And my grandmother who lived with us, she used to watch it. And, you know, so I would watch it with her, I’m like three or four or whatever. And I want to be Mike Douglas.

Mario Fachini  [34:38]  

Okay. I am in the process of looking for — I wasn’t three or four, I probably was eight, nine or 10, but I have cassette tapes somewhere where I’d have the TV show in front of me and I had this little recorder deal with a microphone and I was just commentarying on the show. And it was like in living color, you know, a kid show, and I was just saying whatever I felt like and I got to find them. They were these tapes that were bright colors. And they were, you know, festive when all the MC Hammer stuff was going on. And I know I have them somewhere because I got the black case that’s nice and organized for keeping your crap together from a birthday gift one year. And I was like, “Oh my gosh, I’m never gonna lose these. It’s just a matter of —

Winnie Anderson  [35:28]  

That’s great. And, you know, so for you parents out there and aunts and uncles like me, the little ones are displaying the fair future right in front of you. So if they, you know, really start demonstrating something, cultivate that. 

Mario Fachini  [35:50]

Absolutely. 

Winnie Anderson  [35:51]

Let them explore it because you just never know where that is going to take them. So I think podcasting is actually a great thing for an introvert to do because you’re controlling your experience. And you’re talking to, if you do an interview based podcast, you’re talking directly to that individual, but your reach is so powerful. And if you’re a passionate introvert, and you really are concerned about making an impact in the world, that comes out in video and it’s why I encourage everybody to start getting into video. You know, I’ve been doing it for six or seven years now, as I said, and it’s taken me this long to get really super comfortable on camera. But I was a stand up trainer, so I had some experience in speaking in front of other people. But I think that podcasting is actually the perfect medium for an introvert.

Mario Fachini  [36:51]  

We’re going to dive a little bit deeper when we come back. We’re going to thank our sponsor and then, jump into the Imperfect Action Round. I got a couple of rapid fire questions for you. 

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Mario Fachini  [38:07]

And we’re back with the Imperfect Action Round. And this is for all the entrepreneurs out there. Because Lord knows you don’t need to do close to anything right and it will still work as long as you take perfect action. Would you agree, Winnie?

Winnie Anderson  [38:24]  

Amen. That’s what’s so crazy, right? Do something that’s gonna work, do something.

Mario Fachini  [38:30]  

Yeah. Do something. You don’t need perfect lights. You can have a table lamp with some tissue paper over it. One of my clients back in the day, my very first one at their restaurant, we — I was shooting some photography for the website that my company was building and there was no soft boxes, there was no lights, there was no nothing, there was napkins, though. So if you ever have a napkin lying around, don’t fold it two or three times, but you can fold it once possibly to cover the flash on a point and shoot camera, so it’s not so bright and it looks like you’re in the studio, even though you have everything propped up on the sink. So that’s the beauty of imperfect action and being resourceful. So Winnie — 

Winnie Anderson  [39:11]  

And you know what, I’m going to interrupt you one second to piggyback on that, Mario.

Mario Fachini  [39:15]

Sure.

Winnie Anderson  [39:16]

People don’t want perfect, they want you. They want you and they don’t want perfect. They want good enough too, they really do. Just get your message out.

Mario Fachini  [39:26]  

And I appreciate that because when we started, when you had — earlier in the show, when you were talking about the breathing and you said breathing or something and I felt myself and I could see it on the monitor and I just go, you know what, I’m trying to look at the camera, so it’s framed up perfect, but I’ve also not moved in 20 minutes. So you know, you can’t do that for too long before you feel too bad. So I appreciate that, Winnie. So first question I have for you is what is the biggest problem you see with your audience and how can you help them overcome it?

Winnie Anderson  [39:59]  

Oh, yeah, yeah, the biggest problem I see, again, comes down to message that people are trying to be too careful and they’re just be clear, not clever. And don’t be careful. Just get it out. Just get your message out.

Mario Fachini  [40:13]  

All right. Very good. Imperfect action, get your message out. So the second question I would say is, what is the best way they can — the fastest path to the cash? Once they get their message out, what — instead of doing 491 things, what could they do? Where’s the biggest bang for the buck, the highest and best use of the time, what’s the fastest path to the cash?

Winnie Anderson  [40:36]  

Your fastest path to cash is going to involve conversations with people. Sorry, I know you don’t want to hear that. So your fastest path to cash is to think about how your buyer makes their purchase and what their problem really is. If you can communicate that you can solve their problem, I promise you, you can screw up half of what you say, but as long as you are talking about how to fix their problem, they’re going to be there.

Mario Fachini  [41:07]  

Love it. Alright. So the last thing is maximizing customer lifetime value. So we go through all the work, time, energy, and money in person, virtual, whatever the case is, we want to show everyone we can help them, we’ve now got a client, how do you maximize the customer lifetime value once you have them?

Winnie Anderson  [41:27]  

This really speaks to providing value first because no one is — you know, value is an energy exchange and no one is going to give you their energy in the form of money unless you can prove that you can help them at a deeper level. So really focus on giving deeply and producing a great outcome for them and people are going to want to work with you at a deeper level for a longer period of time. So create some kind of support, some kind of longer term community, which is part of what people are looking for.

Mario Fachini  [42:04]  

Winnie, last question for you. What is the best book you could recommend to expert authority world for them to read? What book has impacted you the most?

Winnie Anderson  [42:15]  

Oh, my gosh. So many. But I’m going to tell you, if you are a perfectionist, read the book, Finish by Jon Acuff, J-O-N Acuff, A-C-U-F-F. Outstanding. I read it last year. I’m going to read it again. It had the biggest impact on me in 2018. Awesome. 

Mario Fachini  [42:38]  

Wow. Appreciate the recommendation. Appreciate you being here. So Winnie, it’s been an absolute pleasure. You definitely brought the — you said you were going to shoot straight and you definitely did. I appreciate it. So tell everyone where they can get your book, learn more about you, where would you like them to go?

Winnie Anderson [42:54]  

Yeah, yeah, thank you. Yeah, I am doing a free seminar right on Facebook inside a group that I’ve set up to help people make their next big leap, so I help people in this free seminar look at what gets them overwhelmed, deal with that, and focus on just what you need to do to make your next big leap in your specific business. So you can decide to join that free workshop if you’d like, that free seminar. Go to WinnieAnderson.com/nextbigleap

Mario Fachini  [43:28]  

Very good, Winnie. It’s been a pleasure. I’m glad we got to do this. It’s been a pleasure having you on the show.

Winnie Anderson  [43:33]  

Thank you. Thank you so much for having me. Always a pleasure being with you, Mario.

Mario Fachini  [43:38]  

Alright, everyone. God bless. Up, up and away and we’re out.

SPONSOR – Expert Authority Checklist [43:43]

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www.ExpertAuthorityWorld.com  [45:33]  

Thanks for listening to the episode. I hope you got a lot of value out of it. Let’s continue the conversation over in the community, expertauthorityworld.com. We can have discussions, talk about the episodes and I’d love to get your thoughts on it. Once again, ExpertAuthorityWorld.com