My guest today is the lovely Hayley Osborne and Hayley Osborne helps service based businesses become the number one in their local community both online and offline through her membership of superhero marketing. She is a multiple six figure marketing business coach and strategist, host of the Hayley Osbourne Show, podcasts speaker and a mama bear of two young boys we have that in common, and she has been featured in major publications and radio as well as a million podcasts including mine today. Hayley, welcome to Perfect Public speaking.
Hi, how are you? Thanks for having me.
I'm so great. You know you and I are an example of two people who haven't met in person and we just connected I think we really connected on Instagram. We've connected online, you do marketing, I do PR great synergies there. And for someone for two people who would traditionally be competitors. We aren't. How does that work? How does it work in 2023?
You know what I think it works just from the relationship that we've built. I can't wait to meet you in person. By the way, when I'm finished, like mama bearing little ones. I'm over there. You know, and it works in synergy because, you know, I guess you know, what's the word I'm looking for two heads are better than one and sharing is caring. And these days. You know what it's just as much as you can educate your audience and bring on board like minded and be surrounded by like minded people. It's better for you better for mindset, better for everything. You're better for me.
When you say go over there of course one thing I didn't talk about in your bio was you are a South Australian girl, right?
Yes. Correct. I'm based in South Australia. So you know things are a little bit far for me to just come on over and have a coffee but it will be you know, a destination to come and meet you and you know, a few other amazing business owners and yeah, I hope to do that. I'm hoping by the end of this year so as this is recording right at the beginning of 2023. So hope that I can come and meet you because we've been doing this back and forth for a little bit now. I've met so many business owners that I've connected with online and in person. And I never in my wildest dreams starting out my marketing career did I actually think that that was even a thing and you'd have to. It's awesome.
Gosh, it's so funny. But before we hit record, we were talking about burning questions, did prepare any questions? We could just talk all day, but I guess we'd better you know, take it into some sort of direction. So where do I start? Where do I start? So I guess I'll ask you about the fact that you are a great example of someone who has transitioned from in person service based business to online and what's that been like for you?
Well, to be honest, it was scary. It was really scary and it was challenging, and it made me like reach outside my comfort zone. But I haven't looked back like I'm traditionally I have a corporate background. So I started off I have a marketing degree. I have all the things I've worked on some of the biggest brands in the world, you know, and that in itself that that's a hard transition to go from, you know, that to running your own business to then creating an online membership so to speak, but a lot of learnings I love the the I think the ability to reach more people and have a bigger impact and share my message with a wider audience because when you are face to face that really limited me to this state. And you know, I have more to give. So that really was and you know what we haven't met we're not in the same state but we've seen each other so many times on zoom that I feel like you know, you're here. It's weird. So I think COVID was a big I think catalyst for allowing the online communities to come closer together through zoom and you know, it's just yeah, you have a bigger impact and online courses up awesome. An awesome way if you're a consumer to learn, because you can sit in your pajamas and do it you know, like those that are part of your wealth that you're building. And same as mine, you know, the people that I work with, they are mums as well as running businesses. They do have a high workload like personal and and in business and when you make it easy for someone that you know, it increases they're learning and learning is knowledge and knowledge is power.
Yeah, absolutely. And I mean, that's the right hand talker as well. I always tell my clients don't try and stop that. Just keep it down low so we don't have to take away from our message. I'm always telling them that you picked up a pick up on a great point that you said there about being in your pajamas because last time I was a guest on your podcast. I remember you doing the interview from your wardrobe. It looks like a great setup you've got there now. Do you still do that?
I know this is my office. So this is my neon sign so the neon plays a really big part in my brand. This bottom bit needs to be changed to my name because I did do a transition of my business over it used to be called Social Soul but as I grew and expanded that brand didn't fit anymore, because I wasn't really social. I'm a marketer. I'm a traditional marketer. I'm a modern marketer. I'm a digital marketer. So I changed my name over to Hayley Osbourne and it also changed for another reason and as a marketer, and if you want to scale and you're listening and you're a business owner, you really need to research your URLs. So is .com available is .au available. You want to work under a.com because that's global. This wasn't an I didn't realize that and you know, as you grow in business you learn so that's my tip to you. If you're out there and you operating under a.au Just make sure that the dot coms available and also I changed my business name over to Hayley Osborne because I do know that personal brands grow faster than brands. So if you want to grow fast and scale operating under your personal brand is a much faster way to do it.
Funny story before I had kids when I was pregnant with each child, I actually checked that their domain name was available before I selected their name and I bought them I bought the domain good for you. I paid for 10 years.
Because they got me famous tennis players, right. So I needed to reserve the domain that wasn't available.
I mean the .au Because I wanted originally like my other half. So name is Bailey. And I wanted originally to call my first son George, that George Bailey, some famous golfer in the US or something. And so George bailey.com was taken and it's yeah heavily used.
That's very strategic, of you Jamie.
Business logic, I was telling my table this story and they looked at me as if I was an absolute freak, but no, it's quite clever.
Let me write that down. Hold on. So I’ll remember it.
Speaking of online courses, you and I were launching at the same time in November last year and gosh, what a roller coaster. You know, I love launching but I also hate it is just and I've done a lot of things in my career, but nothing compares to live launching. How do you find and for those business owners listening some have got courses some of our audience have got courses and others are in you have a course in the works. What's your opinion about live launching as opposed to what we call evergreen when your courses available all the time? Or limited launches when you open and close the cart? I do eight days, you do eight days as well. I think we did choose that a Tuesday in November. What are your thoughts on the live launching formula? And is that the way to go in the future?
I think that you do need to create a level of scarcity for your audience because that creates urgency and it makes them want to buy and that as a business owner is important because you know when you've got evergreen you're always open. So for those that are sitting on the fence and procrastinating which is actually a lot of people, it's not going to work. So that is I think for me I prefer that and also when the doors are closed so when the doors are closed to my membership, it gives my members an opportunity. And I you know, I give them all the love. So I'm not worried about bringing new people in. I'm worried about serving those that want me to teach them and that I think is also really important. So you're not your teaching isn't clouded by welcoming in new members, you're there to serve at that time. And you know, I make it very clear when I'm teaching master classes or even when I've got the q&a sessions that I do through coaching is I've got on my whiteboard here I have a huge annual planner and I know when I'm launching through the year and so I let them know guys there's new people coming in in the next week. And it's it's transparent and it's nice and you know they're ready to welcome and and it gives a bit of excitement as well because the people that are already within your membership who's coming in who can I exchange business with what you know, and so it's not just evergreen, and I think it's great. What it does for the nerves is something else. But I think if you have a strong mindset and you worked on that as you've grown your business and your you know career, I think that is the key to having a successful launch as well and not getting too caught up in the numbers.
Yeah, see I have membership now PR club and it's evergreen. And so I feel like even though it's just starting now, I've got people jumping in for founding members price that's available to the end of March. So but I feel like I'm in this launch now and I never expected to do that. I thought it would be something people who join my pay to speak course was part of my ascension model, they would go into the PR club. But now as I'm recording this, I'm like in my PR club launch, but there's no end in sight March is when the price will go up to 197 and mother's 97 now and like that's a really weird position. I found myself in didn't intend on doing this. But I've got a couple of deadlines. You know, we've got a bonus session with a national news director. She oversees Austereo Southern Cross, if people jump in there, get a session with her. So that's creating that immediacy. But what do you say to people who who are like me? This is new to me to not have a limited launch. It's open any time people will jump in. What tips can you give someone who has an evergreen membership like that?
You definitely need to have a strategy in place because and a strategy around content right? So you've got your guest speaker at the moment. So I mean, even with my so my membership is called superhero marketing. And I have different strategy going in depending on the time of the year because I think you know you need to spice it up and by you, I guess you know, you've got the you need to have those pillars like when you have the end of the price rise. You've got a guest speaker coming in here. So what does that look like throughout the year for you? What kind of special things can you do to encourage people to join so that is a really good kind of carry on for what I wanted to come in and say around my three best local area marketing strategies, and this might help you too. So the first one is to develop a word of mouth strategy. So I think if you were to add that into your annual plan, if you are going to keep this evergreen and also who's to say that you have to do what you set out to do. You could decide that it's not evergreen and that doesn't work for you because you are the master of your business. And I feel like a lot of business owners are stuck in no but I've said this and now I have to do that. Like how many times do you see people change? For example, their podcast name?
Yeah, yeah. You've been guilty or haven't you as well?
Not yet, but yeah,
I’ve changed them once.
But maybe it's not like the Hayley Osbourne show. Maybe it isn't the right name for my podcast. Maybe it's around being the superhero marketer in your local community, something like that. Right. So just because you make a decision to go evergreen with your course it doesn't mean that you have to keep it either. But I do believe that you need to set up pillars in place throughout the year to create noise and excitement. I think that's really important. So one of them I think would be develop a word of mouth strategy, and this is for all business owners. So I think you need to think about where your current cost customers talk about you so that they can refer you on right. And also think about what you can do to go the extra mile. This is the word of mouth right? Be generous, be friendly, do things differently. Exceed expectations. Be you're ready do this. You are ready. Like you are just a powerhouse. I watched you and I'm like I watch you when I'm breastfeeding my baby and I'm just like, man, Jamie, because that's when I do my most like Instagramming things right? You are just setting the world on fire go you should be so proud of everything that you've done. Like PR I know there's marketing and PR and I would love to get you to come in to teach inside my membership because I feel like the members could really benefit from it. But it is definitely such an awesome way to get the word out about your business, but you've got to know how to do it like I use my hands a lot, but okay, I won't. Do you know what I mean? Like absolutely, that you've got heaps of tips and tricks that I wouldn't even know. And on the flip side, me as a marketer, again, I think differently. So I've got other things that I could help you with. So, you know, as a business owner, definitely, I think upskilling you know, with yourself or myself. No, is such a great way to I guess traject quickly. And then I think you need to do things differently. So those kinds of points like how can you then what kind of triggers have you got to that come to life that you could plug into your evergreen model to keep people interested because you don't want to get boring? Yeah, and it's evergreen. So you want to keep that momentum and excitement. Unexpectedly I don't know, but I did have an example. So as a digital product and a digital course creator, there is someone called Mel Brown. She's a money expert, and she runs the financial adulting plan and I've just watched her close out her course. And if you want to create a word of mouth strategy, but you are a digital creator, it could be a little bit harder for you to do that. Right? Because you think oh yeah, but hang on. How do I do that? So she closed it out, but she's about to send out 25 packets of haigh’s chocolate frogs to 25 random people that signed up for her. course that is so great. Imagine if you received a packet of chocolate frogs. Hopefully they're not melted. In the mail. Like I would feel amazing. And that's just an example of how you could create a word of mouth strategy.
I love that, especially Haig's. You being in Adelaide.
You know, in my old corporate life, I did a photoshoot at the back of their factory and it was quite epic actually. I came out feeling quite sick because I too much chocolate, but it was Yeah, it's pretty cool
So yeah, that is amazing. That's really great. I love so many tips and with my PR call I've mapped out I'm not sure if you've seen but I've mapped out every month topic, which is great but I love the idea that you can change your mind. So I might close the doors and say we're not taking any more members until October. But then, you know, I'm still planning to launch my pages because I don't know if there's any summer of live launches you can do but I love that advice though that you can change your mind anytime. That's a really really great piece of advice, especially for online course creators.
Yeah, when you're running a business and you're it as in you might have people that help you but you're the chief right? So you've got to be bold enough to make those decisions and also remember that nothing's forever.
Be nimble. About anything that you touch. I guess yeah, we've we've that word of mouth. The idea is to get people to remember you. So how you go off with a bang, get creative. Yeah. And then if you're a bricks and mortar store and you're listening to this, and you're like, hang on, yeah, but I need an example for me. You could actually create something in store or have like a neon or a throne or something where people can sit on and like take selfies and share it with their audience and tag you and that kind of creates. Oh, did you see what she did? She's got this thing in her shop and you should go and have a look in la la la so what does that look like? What kind of magic could you create as a destination within your store to get people in so you don't seem salesy but you are, you know, building that word of mouth, that awareness that chatter which I love.
Yeah, love it. Alright, before I let you go, what's your number one tip for business owners when it comes to marketing? Is there a number one tip or is there?
No, there's but I have heaps of number one tips, but I could if I could say one thing it's give your audience what they want for free. Right? And when I say that, I mean in exchange for their name and their email. That's my number one tip because that's your golden nugget, right? You don't own your social media platforms. Right? They're third party so they might you know what if Mark Zuckerberg decides to shut it off, you're in all sorts of trouble if you haven't, given what they given your audience what they want for free so the idea with that is you move people over and offline for their email and then you have a warm audience. Right? So the people that do hand over their precious golden nuggets, because you know, we don't give them away for free anymore. They want to hear from you. So ideally, everyone that signs up from you as a customer, and before you've even gone out to your cold audience, which is your socials to sell whatever it is that you're selling. You should have sold out through your email is really that's the way it should go because they're people that want to hear from you. That's my number one piece of advice. I've heaps but you know, that's my number one piece of advice is spice it up.
I love that. If people want to get in touch with you if they want to know more or they want something for free from you. Can people get in touch with you?
I have a free resource, which covers off what I've spoken about with you Jaimie and it's the 10 Essentials Every Local Area Marketing Plan Needs checklist. And if you want to find me I'm at Hayley K. Osborne on Instagram and or S B o r n e and that's where I hang out the most. If you just look for my name, you should find me if I've done my job right as a marketer,
and I'll link it in the show notes as well.
Thank you Hayley Osborne thank you so much for coming on today to perfect public speaking. Always great to chat to you and have you in my online universe and thanks again.