The Fearless Business Podcast

Native South African, David Stafford's parents originate from the UK.

Nothing much on early life, except I did kind of beat a Mild version of Thyroid Cancer as a teenager.

My career path started when I studied Finance in Uni to get into the hedgefund world, but in my Third year - I had a change of heart. I job-shadowed a Portfolio Manager for big local hedge fund and all I saw was that this career would be the death of me.

So, midway in my third year, I did a lot of self-development, exploring options across the board. Rich Dad Poor Dad made me realize I needed to become a Business Owner.

And from there I met my first mentor: Ryan Sletcher. He brought me into the Internet Marketing World and brought out my love for advertising.

From there, after learning all about Info Product Marketing from him - I went my own way, freelanced and had projects working with awesome companies from all over the world. Education Brands, Local Celebs, Growing Tech Companies etc.

Decided to focus down on the Therapy industry after I saw amazing results working with a local Reflexologist and as I speak, am now making the transition from the Agency business model, to the consulting business model.

David will soon be launching Client Engine which is an Lead Generation Accelerator programme for Therapists...watch this space.

What we’ll be covering on this Episode:

• Advertising Strategies, Platforms & Practices that work in 2020
• When to start advertising for yourself
• Changing business models and what it takes to build a killer coaching/consulting program (feel like you and I can rap on that one for a bit.)
• One type of advert you can make RIGHT NOW, that can bring in new clients by this time next week.
• What it takes to succeed with advertising
• A bit on how to scale (we'll leave the juicy parts for your Fearless Business Group ;) )

How to get in touch with David:

LinkedIn: https://www.linkedin.com/in/david-stafford-37934910b/
Facebook: https://www.facebook.com/david.b.stafford.1
Instagram: https://www.instagram.com/david_b_stafford/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Aleric ( al-er-ic ) Heck started out on YouTube 10 years ago by building the largest app review channel on the platform, AppFind, with over 400k subscribers.

He discovered the power of YouTube Ads 5 years ago and ran highly profitable campaigns for dozens of companies all over the world. Now, he helps entrepreneurs & marketers harness the power of YouTube Ads to grow & scale their businesses
through AdOutreach.

Aleric has been on YouTube for over 10 Years & scaled his first channel on YouTube to over 400k+ subscribers.

His company AdOutreach has helped hundreds of clients leverage the power of YouTube Ads to generate a collective 8-figures in revenue.

Aleric is also a member of the Clickfunnels 2-Comma-Club.

During the episode we discuss:

• YouTube Ads for High Ticket Sales
• YouTube Ads for Business Coaches
• YouTube Ads vs. Facebook Ads
• How to Craft a Winning YouTube Ad
• Aleric's Entrepreneurial Journey into YouTube Ads

Aleric also very kindly volunteered his FREE GIFT for you lovely listeners:

• Ad Outreach Video - https://www.adoutreach.com/gift (so worth watching and implementing!!!)
• and his YouTube Ads Webinar: https://www.adoutreach.com/webinar

How to contact Aleric:

LinkedIn: https://www.linkedin.com/in/alericheck
Facebook Page: https://www.facebook.com/alericheck

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Website Address: https://www.adoutreach.com

A message from Dino Tartaglia - Heading for my bus pass (as I write this (not literally, but in years 😉), I've taken my original training as an Electrical & Electronics Engineer, then Chartered Engineer and finally as a Business Development guy, and used this to advise, troubleshoot, build, shut down and otherwise help 1,000+ companies from Globals to kitchen-table operations, in 20+ countries, across 5 continents for 30+ years.

Part-mentor, part-coach, part-troubleshooter and ALL business, I've been operational in the online space for a couple of years now running Success Engineers as a JV with my good friend, Simon Hartley, World Class Sports Psych and Coach.

We help Expert Business owners clarify & simplify what they are in business to do (which they've often lost sight of), and then help them achieve exactly that.

We've developed a different way of looking at business and how it is (and should be) run and our real M.O. is taking insights from the very best in the world and helping others adopt those principles to improve their personal performance, their team's performance (where relevant) and the performance of their business.

On this episode we discuss:

• Concept: The Boat [Components of a Successful Business Vehicle]
• Concept: Character-led Business. Why mindset is not the real success factor in business...
• "Traits before States"
• Philosophy: Better Thinking Builds Better Business
• Idea: Choosing your client based on Character and Disposition, not just demographics & psychographics, etc
• Approach: Seduced by Complexity. Why Simple is Best (Tina Turner had it [almost] right)

How to contact Dino:

LinkedIn: https://www.linkedin.com/in/dinotartaglia/
Facebook Page: https://www.facebook.com/DinoLTartaglia
Twitter: https://twitter.com/SuccessDino
Instagram: https://www.instagram.com/successengineers
Website: https://www.successengineers.co/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Live interview with two amazing people, husband and wife partnership, Adam and Kerry Altman Anderson, founders of Whole Life Entrepreneurs.

With 21 businesses to their name, including 14 fails but one very successful acquisition, their journey brought them close to divorce at time’s.

We learn about the strategies entrepreneurs need to succeed in a Family Business.

Check out their page:

Whole Life Entrepreneurship - https://www.facebook.com/wlemission/
Website: http://wlemission.com
Twitter: https://mobile.twitter.com/WLEMission
Instagram: https://instagram.com/wlemission/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

David Jenyns’s entrepreneurial journey begins back in his early 20’s when he sold Australia’s most love sporting ground, the Melbourne Cricket Ground. Since then, his business experience spans from developing and branching retail stores, to found one of Australia’s most trusted digital agencies, Melbourne SEO & Video. He’s an Amazon bestseller, lover of processes and procedures and the founder of systemHUB.

Recognised as a high achieving entrepreneur, you will find many of David’s keynote presentations on YouTube including: TEDx, WordCamp and Problogger.

David is the founder of a company called systemHUB who helps business owners step back from the day-to-day operations of running their business. To do this they have developed a system to extract, organise and optimise best practise systems, processes and checklists from your business.

Yes! Through this process, your business can run without you.

Imagine, your business running like a finely oiled machine with team members following systems and processes to deliver products and services to your predefined standard. It’s easier than you think.

We’ve already helped hundreds of business owners like you - let’s see if it’s a good fit for you. https://www.systemhub.com/the-details/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Your New Years Resolutions WILL FAIL

Why?

Well, there are three main reasons:

REASON #1

Your New Year Resolution is simply TOO BIG.

If you want to succeed at your New Years Resolution then START NOW.

You need to start planning your resolution now, breaking your big goal down into smaller achievable milestones. Otherwise, you'll start on Jan 1st and the goal you've set for yourself will simply be too big.

A resolution is for life NOT JUST for New Year.

Better to CHOOSE TO START YOUR RESOLUTION NOW...

...Than to put it off for another Month until you are "forced" into taking action.

REASON #2

You are fighting the Reptile part of your brain.

When you start in the New Year, you will immediately be triggering Fight, Flight or Freeze because you are trying to do something that you've been putting off until now.

You haven't got your brain comfortable and desensitised to the new behaviour patterns.

This is the most likely reason you will fail because those first 30 days will feel really bloody uncomfortable.

So, start training your reptile NOW.

REASON #3

You did it just because it's a New Year Resolution.

Basically your "WHY" needs to be much stronger than it's a New Year Resolution.

You must have a specific goal in mind to achieve with your new lifestyle change, as well as determined the activities you'll be doing to achieve that goal and FINALLY have a MASSIVE DESIRE to achieve the goal.

Otherwise, you'll be apathetic towards your resolution and not complete it.

Check out my websites: https://robinwaite.com and all of my free resources here: https://fearless.biz

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Karthik Vijayakumar is a Storyteller, Conversationalist and founder of Top 10 Entrepreneurship Podcast, Design Your Thinking.

Design Your Thinking attained over 250,000 downloads in the first year. His show episodes currently do over 10,000 downloads per month across audio and video.

On the Design Your Thinking Podcast, Karthik interviews creators, entrepreneurs and rebels who’ve broken the rules, are changing the game, creating WOW with whatever they do, to uncover hidden stories, how-they-did-what-they-did and lessons they learnt in the process.

During the interview, Karthik very kindly offered our listeners his manifesto - How to Follow Your Heart and Thrive in a Highly Distracted World - which you can download here:
https://designyourthinking.com/getmanifesto/ (no email required)

Please do also check out the Design Your Thinking website:
https://designyourthinking.com/

And download the podcast here:
https://podcasts.apple.com/us/podcast/the-design-your-thinking-podcast/id1165020553

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Kate Hunter is an Executive Coach who helps high achieving Women to revive & redefine their Purpose, Mind-Set and Goals, to achieve success on their terms, through her proven Coaching programmes.

Don’t Wait Until You’ve Finished Climbing, To Realise You’re On The Wrong Ladder. Another pay increase, a fancier job title, the name on your office door. To anybody watching, your life looks pretty damn great. So why does work feel like such a chore? Success doesn’t always equal happiness. The two are not mutually exclusive.

In this episode Kate introduces the listener to the Ikigai model, Ikigai is a Japanese term for Purpose, AKA your reason for getting out of bed. It’s that sweet spot of getting paid to do what you love. Throughout your life, your ikigai will shift; it’s never too late to revive and redefine.

You can find out more about Ikigai here: https://www.linkedin.com/pulse/ikigai-finding-sweet-spot-getting-paid-do-what-you-kate/

Kate mentioned the Chimp Paradox:
https://www.amazon.co.uk/Chimp-Paradox-Management-Programme-Confidence/dp/009193558X/

We also broke down what's amiss in the coaching and consulting world, with coaches spending $1,000s on training and certifications yet neglecting the core business skills around attracting clients and getting paid what you're worth.

You can check out Kate's private FB Group "The Lounge for High Achieving Women":
https://www.facebook.com/groups/366186747331767/

Find Kate on LinkedIn: https://www.linkedin.com/in/kate-hunter-%F0%9F%8C%9F-executive-coach-8662ab10/

And also via her website: https://www.kate-hunter.com/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Paul Maskill - business coach, multiple business owner, entrepreneur and host of the Business Owners Freedom Formula Podcast.

Paul works with business owners who are looking to make simple culture changes within their businesses which lead to increased turnover and more freedom.

We discussed a lot, most notably the 5 Mistakes Business Owners Make when it comes to Culture:

1. Using "I", "me" and "my" instead of "We" when referring to your business and team.
2. Delegating tasks without responsibility or understanding of what's involved.
3. Not having team meetings (or checking in with yourself regularly if you're a solopreneur)
4. Delegating tasks without there being proper systems or processes in place.
5. Hiring for talent instead of "family fit" - you can have the best performer but they might alienate themselves from the team and disrupt things too much.

Discover Real-Life Business Insights

Curious about how fellow entrepreneurs are navigating the ups and downs of running a business? One of the best ways to learn is through the authentic experiences of other owners. Dive into a variety of testimonials, client case studies, and personal stories that shed light on both successes and the occasional face-palm moments.

Getting Smart with Financial Planning

Paul and I didn’t just stick to culture and team, money talk inevitably snuck in (as it does). Small business owners wear enough hats to fill a walk-in closet, so keeping an eye on the numbers isn’t just a “nice-to-have.” It’s essential if you want your business to thrive instead of stall.

So what works when it comes to financial planning for growth? Here’s how Paul breaks it down:

• Treat Cash Flow Like Oxygen
  You wouldn’t leave for Everest with half a tank, right? Paul recommends managing your cash flow weekly, know what's coming in and going out, and plan for any hills and valleys ahead. Tools like QuickBooks or Xero can help here, but whatever you use, watch those numbers like you’d watch your fantasy football scores.

• Budgets, Not Just for Big Corporations
  Creating a realistic budget isn’t about being stingy, it’s about giving your decisions a solid foundation. Factor in not just expenses, but also those unpredictable “oh look, the coffee machine exploded again” surprises. Reviewing your budget monthly (not letting it gather digital dust) puts you ahead of the herd.

• Strategic Investments vs. Panic Spending
  Growth often tempts you to throw money at the first shiny thing, Paul suggests the opposite. Every investment, whether it’s hiring, training, or new tech, should align with your long-term vision. Ask, “Will this move the needle a year from now, or is it just a quick fix?”

• Lean on Advice, But Trust Your Gut
  Whether it’s picking up tips from Dave Ramsey or studying Warren Buffett’s moves, learning from others helps. But at the end of the day, your business, your context.

Three quick financial wins Paul swears by:

1. Keep a rolling 90-day cash reserve (breathe easier during lean months)
2. Automate savings for taxes and big purchases, future-you will be grateful.
3. Block a non-negotiable slot each week to review your numbers, no excuses.

Financial planning doesn’t have to be scary or spreadsheet-obsessed. Approach it as a tool for your freedom, the same freedom that inspired you to build a business in the first place.

Financial Forecasting: Giving Your Small Business a Crystal Ball

A lot of small business owners treat financial forecasting like Brussels sprouts, something you know you should do but keep pushing to the back of the plate. But, just like those sprouts, forecasting is actually good for you (I promise, much less mushy though).

At its core, financial forecasting is about peering around corners. It lets you map out where your business is headed, sidestep potholes, and, crucially, plan with genuine confidence instead of crossed fingers.

How Do You Get Started?

• Establish Baselines: Start by digging into your recent sales, expenses, and profit margins. Patterns here are gold.
• Make Honest Projections: Use those patterns to forecast future sales, identify quiet and busy months, and map out expenses you know are coming (annual software renewals, team bonuses, those inevitable coffee machine repairs).
• Scenario Planning: Build in a few “what if” scenarios. What if you land that dream client, or lose your biggest one? What would it mean for cash flow?

Why Bother With Forecasting?

• You’ll spot cash gaps before they hit, giving you time to plan rather than panic.
• It helps you set realistic targets (rather than vibes-based goals).
• Banks and investors love seeing a founder who knows their numbers.

Remember, even giants like Starbucks and Pret weren’t built without some heavy-duty financial napkin-scribbling. You don’t need a crystal ball, just a willingness to look ahead and tweak as you learn.

And, pro tip: apps like Float, Futrli, or even good ol’ Excel will make you look way more organized than you feel.

Here’s how you can connect and grow:

• Listen and Learn: Tune in to candid interviews with business leaders willing to share what worked, what flopped, and everything in between.
• Explore Case Studies: Follow practical, real-world examples of challenges overcome, think like reading the inside scoop on how Patagonia tackles sustainability, or how Ben & Jerry’s churned out a cult following with quirky flavors and activism.
• Get Inspired by True Stories: From garage startups to global icons, personal journeys can spark new ideas and remind you that every business, big or small, faces its fair share of plot twists.

Connecting with others’ journeys isn’t just inspiring; it’s actionable. Armed with these stories, you’ll be better equipped to tackle your own business adventures.

Pricing Strategies to Maximise Profitability

After tackling culture, another area where business owners often leave money on the table is in their approach to pricing. Choosing the right pricing strategy can make all the difference in your bottom line, so let’s break down a few that genuinely move the needle:

• Value-Based Pricing
  Instead of guessing what the market might pay, value-based pricing starts with your customer. Figure out how much value your product or service brings to them (think: time saved, headaches avoided, money made), and price accordingly. Take a leaf from Apple’s book, they don’t just sell a phone; they sell an ecosystem and an experience, which is why they command higher prices.

• Premium Pricing
  This is all about perception. By positioning your offering as high-end, think of the difference between flying standard and splashing out on business class, you attract a different kind of customer. Premium pricing can boost your profit margins and your brand prestige, provided your product consistently delivers on that promise.

• Bundle Pricing
  Everyone loves a good deal. Packaging complementary products or services can entice customers to spend more than they might have on just one item. For example, fast food combos or curated software suites tend to increase the average ticket size, without a lot of extra effort on your end.

• Penetration and Skimming
  Penetration pricing means starting low to attract attention, then raising prices once you have a loyal base. Skimming is the opposite, launching high, grabbing early adopters (think new gadgets), and reducing your price later to reach the masses.

If you’re unsure where to start, test and track. Profitable pricing is rarely set-it-and-forget-it; it should evolve as your offers, audience, and positioning do.

Advanced Financial Metrics for Small Business Success

So, what numbers should you actually keep an eye on if you want your business to thrive, not just survive? Beyond the typical profit and loss statement, there are a few advanced financial metrics that can give you deeper insights and help you make smarter decisions.

Here are some worth tracking:

• Gross Profit Margin: Not just your overall profit, but how much you’re making after the direct costs of delivering your product or service. A rising margin often means you’re pricing well and managing costs.
• Operating Cash Flow: Forget paper profits for a second, look at the cash actually coming in and out. This helps you see whether you can cover your day-to-day operations without digging into reserves or jumping through flaming hoops for a loan.
• Customer Acquisition Cost (CAC) and Lifetime Value (LTV): Knowing what it costs to land a new client, versus what they’re likely to spend over time, can save you from betting the farm on expensive marketing strategies.
• Accounts Receivable Turnover: How quickly do your clients actually pay? Tracking this can nudge you to tighten up your invoicing or follow-up systems, especially if cash flow feels like a leaky bucket.
• Inventory Turnover: For those with products, this tells you if your stock is working for you or collecting dust. Too slow? Time to rethink what you’re ordering or how you’re selling.
• Break-even Analysis: This simple calculation helps you pinpoint exactly how much you need to sell each month before you stop losing sleep and start making real money.

Most importantly, regularly reviewing these metrics lets you spot trends, course-correct early, and ultimately build a business that works for you, not the other way around.

The Profit Plan: Setting Your Business Up for Sustainable Success

What exactly is a Profit Plan for business owners, and why does it matter? Let’s break it down, minus the usual jargon and with a healthy dose of real-world practicality.

At its core, a Profit Plan is your business’s blueprint for making sure that, after all the dust has settled, there are actual profits left in the bank, without sacrificing your sanity or customer experience along the way. Think of it as combining elements of Michael E. Gerber’s systems thinking with a “money-first” focus.

Here's how it typically shapes up:

• Intentional Revenue Goals: You start by setting clear profit targets instead of a vague “let’s see how the year goes.”
• Reverse Engineering Expenses: Rather than blindly spending and hoping there’s something left over, you work backwards from your desired profit and only allocate funds where they matter most.
• Built-in Profit Allocations: Inspired by frameworks like Profit First (by Mike Michalowicz), the Profit Plan ensures you’re regularly siphoning off profit, treating it as a non-negotiable, not an afterthought.
• Systems for Monitoring: You create reliable checkpoints (monthly or quarterly) to track your progress, tweak your systems, and keep yourself and your team accountable.
• Freedom through Structure: Because once profit isn't accidental, you can focus on growing the business and enjoying your freedom, rather than putting out fires.

In short, a Profit Plan is about being proactive rather than reactive. It’s how you move from hope-based bookkeeping to true financial freedom, freeing up your time and energy to lead, innovate, and maybe even take that much-needed vacation.

The Four Core Principles of Putting Your Business Profit First

When it comes to building a sustainable business that actually generates freedom, not just revenue, Paul champions the idea of putting your profit first (big tip of the hat to Mike Michalowicz here). It’s a straightforward but radical shift in mindset and operations. Here’s how it breaks down in practice:

• Prioritize Profit, Not Just Revenue
  Instead of focusing on sales and hoping there’s something left at the end, set aside your desired profit before allocating money to expenses. This makes profit a non-negotiable rather than an afterthought.

• Allocate Funds Using Separate Accounts
  Use dedicated bank accounts to divvy up your income into profit, owner’s pay, taxes, and operating expenses. This creates accountability and helps resist the temptation to overspend.

• Operate Within Realistic Limits
  Regularly review what's actually available in your operating expenses account. This keeps you vigilant and inventive, forcing you to streamline costs rather than mindlessly scaling up expenses with every new sale.

• Build Consistent Habits
  Make financial reviews and allocations a routine part of your business rhythm. Whether it's a weekly or monthly practice, this habit ensures you’re always steering the ship, not just reacting to financial fires.

These principles aren’t just about bookkeeping, they’re about creating a culture where sustainability and freedom are baked into the business from day one.

What to Expect from a Profit First Coaching Program
Jumping into a Profit First coaching program is a bit like giving your business GPS navigation for its finances, except with fewer wrong turns and more celebration stops.

Here’s what you’re in for:

• Practical Systems: You’ll learn to set up bank accounts according to the Profit First method (think “profit” and “tax” accounts), making sales deposits less mysterious and surprise bills less terrifying.
• Hands-On Guidance: Coaches walk you through how to actually implement the Profit First framework, so you don’t have to read the book twelve times or guess what “real revenue” means.
• Mindset Shifts: Expect some “a-ha!” moments as you realize you really can pay yourself first (without making your accountant cry).
• Accountability: Regular check-ins, tweaks, and moral support help keep your business on that profitable track, even when pizza Fridays beckon.
• Personalized Advice: Your business is uniquely yours, so you’ll get tailored action steps and troubleshooting for your own quirks.

In short, a Profit First coaching program helps transform those “Where did all the money go?” moments into “Look at what we just achieved!” milestones, without needing a finance degree or a magic wand.

Understanding the Profit First Method

If you’ve ever found yourself wondering where all the money goes at the end of each month, the Profit First method might just be the missing piece of your financial puzzle. Developed by Mike Michalowicz, this system flips traditional accounting on its head: rather than treating profit as an afterthought, you prioritize it right from the start.

Here’s how it works in practice:

• Prioritize Profit: Instead of the familiar equation (Sales – Expenses = Profit), Profit First suggests you take your profit out immediately (Sales – Profit = Expenses). By doing so, you ensure your business pays itself first, much like saving before spending in personal finance.
• Set Up Multiple Bank Accounts: To make the system foolproof, businesses typically maintain separate accounts for profit, owner’s pay, taxes, and operating expenses. Each incoming deposit is divided by predetermined percentages, allocating funds to each account, so you always know exactly what’s available, and for what purpose.
• Discipline and Clarity: This method encourages regular, scheduled allocations (often twice monthly), fostering healthier cash flow management and greater financial discipline.
• The Four Core Principles: The foundational ideas behind Profit First include small plate theory (restricting available cash), routine distributions, removing temptation (by keeping profit out of sight), and enforcing a rhythm so your business finances run on autopilot.

It might sound deceptively simple, but thousands of business owners have found that putting profit at the forefront leads to better decisions, less financial stress, and, yes, even actual profit. If you’d like actionable guidance, the “Profit First” book and community resources are worth exploring.

Paul is an avid fan and implementer of the eMyth by Michael E. Gerber:
https://www.amazon.com/Myth-Revisited-Small-Businesses-About/dp/0887307280

And Paul's top tip for budding entrepreneurs is to "Avoid following the status quo, and do things regardless of what other people are telling you to do; the positives normally vastly outweigh the negatives".

Check out Business Owners Freedom Formula Podcast:
https://podcasts.apple.com/gb/podcast/business-owners-freedom-formula-actionable-advice-for/id1225076443

And finally if you want to get a hold of Paul here's his website: https://paulmaskill.com/mastermind

And email address: paul@paulmaskill.com

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Jo Dodds works with home based coaches and consultants to improve their productivity, wellbeing and business success in these days of overwhelm so they can ‘live more’. We work with my 5 Fundamentals of Simplify, Systemise, Share, Self Care and Sustain within my online membership site, focused around Community, Accountability, Learning and Materials.

• https://powertolivemore.com
• Https://twitter.com/jododds
• https://www.facebook.com/groups/usingyourpowertolivemore/
• https://www.facebook.com/powertolivemore/
• Https://LinkedIn.com/in/jododds

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

The Cancer of 2-Minute Tasks; if something needs to be done more than once, find a way to never have to do it again!

Our guests today are Peter Daley-Dickson and Pieter de Villiers of The Lazy Entrepreneurs who specialise in Whole Business Automation.

If you are, like many other business owners, swamped by the day to day, trying to find a different way to work. If you feel that your business is running you or taking over your life, then this podcast episode is for you.

If you want to know more about their Accelerator Programme then please check out:

https://thelazyentrepreneurs.org/fearless

You can check the guys out on Facebook: https://www.facebook.com/WeAreTheLazyEntrepreneurs/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

My guest this week is the master of disruption and branding expert, Danny Matthews:

Danny founded, Mortgy, an app which disrupted the Mortgage market by making the application process so much more simple. Danny was approached by a series of investors, but felt that the "app had done it's job well" and that there was nothing really for people to invest in. So, instead made it available for the greater good.

That process of creation and design led to Danny founding The danny&co. design studio which came about because of a deep desire to create powerful brands with people I believe in.

During the interview we discuss the power of branding, business automation, buffer, zapier, scheduling tools and the benefits they bring to businesses.

If you'd like to know more about Danny, jump onto his LinkedIn:

https://www.linkedin.com/in/theactualdanny/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

It's not often you get to hang out with a multiple bestselling author, one of the top 1% of coaches IN THE WORLD, and a genuinely all round decent Aussie at that.

My guest this week is Andrew Priestley, a business leadership coach specialising in the applied psychology of achievement and having confidential coaching conversations with clients. Andrew developed the award winning Business Leadership Development model that explores the five principles of highly effective leaders.

Andrew's books include:

• Starting - https://www.amazon.co.uk/Starting-might-have-business-idea/dp/0995605165/
• Sales Genius - https://www.amazon.co.uk/Sales-Genius-sales-professionals-secrets-ebook/dp/B07GZVWNX4/
• The Money Chimp - https://www.amazon.co.uk/Money-Chimp-Andrew-Priestley/dp/0957544073/
• Fit for Purpose Leadership - https://www.amazon.co.uk/Fit-Purpose-Leadership-highest-value-best-practice-ebook/dp/B074TQ6L41/

Among many more.

Andrew gave so much gold that we had to split his interview up into two episodes so please do go back and check out Part One on Episode #20 of the Fearless Business Podcast.

During the interview, we discussed Jay Abraham's statement that "Most small business owners simply don't know how to articulate their value" and "the ability to make the right calls" when the chips are down, and also how important the five core pillars are that lead to growth:

1. Impact
2. Connection
3. Joy
4. Discovery/Exploration
5. Respect

If you want to reach out to Andrew you can do so here:

LinkedIn: https://www.linkedin.com/in/andrewpriestley/
Web: https://andrewpriestley.com/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

It's not often you get to hang out with a multiple bestselling author, one of the top 1% of coaches IN THE WORLD, and a genuinely all round decent Aussie at that.

My guest this week is Andrew Priestley, a business leadership coach specialising in the applied psychology of achievement and having confidential coaching conversations with clients.

Andrew developed the award winning Business Leadership Development model that explores the five principles of highly effective leaders.

Andrew's books include:

• Starting - https://www.amazon.co.uk/Starting-might-have-business-idea/dp/0995605165/
• Sales Genius - https://www.amazon.co.uk/Sales-Genius-sales-professionals-secrets-ebook/dp/B07GZVWNX4/
• The Money Chimp - https://www.amazon.co.uk/Money-Chimp-Andrew-Priestley/dp/0957544073/
• Fit for Purpose Leadership - https://www.amazon.co.uk/Fit-Purpose-Leadership-highest-value-best-practice-ebook/dp/B074TQ6L41/

Among many more.

Andrew gave so much gold that we had to split his interview up into two episodes so please do listen out for Part 2 in a few days.

During the interview, we discussed Jay Abraham's statement that "Most small business owners simply don't know how to articulate their value" and "the ability to make the right calls" when the chips are down, and also how important the five core pillars are that lead to growth:

1. Impact
2. Connection
3. Joy
4. Discovery/Exploration
5. Respect

If you want to reach out to Andrew you can do so here:

LinkedIn: https://www.linkedin.com/in/andrewpriestley/
Web: https://andrewpriestley.com/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

We have a fantastic guest on today's Fearless Business Podcast in the guise of Nicholas Hill, sales process specialist and Founder of Serve to Sell.

Nick and I went into a lot of detail in this episode on the benefits of setting up events as a form of marketing for Coaches and Consultants. he dropped a number of value bombs including:

• Free, Mid & Premium Events
• Following Up before/during/after the Events
• Sponsorship Packages / Sponsored Speakers
• Optimising the process through having bad experiences at events

Nick has also shared two great resources with you:

FREE GUIDE (no opt ins) - on Nick's website: www.servetosell.co.uk/guide

And he also recommended reading "Book Yourself Solid" by Michael Port:
>>> https://www.amazon.co.uk/Book-Yourself-Solid-Reliable-Marketing/dp/1119431220/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Mai-Kee is a Launch Strategist, & Conversion Copywriter for Personality Driven Online Course Creators

➣ IN A NUTSHELL: I'll help you define your Brand DNA and weave it in your sales messaging throughout your funnel for your online launch, so it actually sounds like YOU.

Whether it's a digital course or a LIVE group program you're launching, I'll take you through my The Black Belt Ethos™ framework - leveraging the power of empathy to coach your prospects towards the conversion.

• My website: www.MaikeeTsang.com (this will have my Instagram + Podcast links)
• Launch Freebie: https://launchguide.maikeetsang.com/
• The Copywriter Club Podcast: https://apple.co/2JLuofO
• The Copy Cure (a copywriting course for fundamentals in personality-driven copy): https://thecopycure.com/
• Copyhackers (online courses for in-depth copy training) https://copyhackers.com/
• Book Recommendation: Breakthrough Advertising: https://amzn.to/30MjsUP

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

here's the trick: it's not just about picking a bigger number and hoping your clients go along with it. If your costs increase, or if you’re delivering more value, you have every right, and sometimes a genuine need, to raise your prices. The key is to be open and honest with your clients about why the change is happening. Use your emails, blog posts, or even your social media to clearly communicate the reasons behind the increase.

Raising your prices is also the perfect opportunity to remind your clients of all the benefits they get from working with you. People aren’t just paying for your time, they’re investing in your skills, knowledge, and the transformation you offer. And if you’re feeling adventurous, rolling out a new product, service, or even a “premium” version can make a higher price feel natural and justified. Clients are often happy to pay more when they see additional value, think free delivery, bonus features, or special access.

A little transparency and a dash of extra value can go a long way, often resulting in stronger relationships and more sales. And remember: when you confidently own your pricing, your clients will feel that confidence too.

Staying Competitive: The Power of Monitoring Your Market

Just like you wouldn’t set off on a road trip without checking the map, you shouldn’t price your products or services without keeping an eye on what’s happening around you. At Fearless Business, we know that regularly checking in on your competitors and your clients is a crucial part of pricing confidently.

Here’s how it works:

• Know What the Market Is Doing: By keeping tabs on your competitors’ prices, you spot trends early. Maybe a rival starts charging more for a premium service, or perhaps someone offers a tempting low price. When you’re aware, you can decide whether to adjust your own prices, highlight what sets you apart, or refocus your marketing message.

• Listen to Your Clients: Nothing beats direct feedback. Run satisfaction surveys or simply ask clients how they feel about your pricing. If you consistently hear that something feels “expensive,” it doesn’t always mean you need to lower your price, it might just be time to better explain the value you deliver.

• Test and Tweak: Pricing isn’t carved in stone. Play with different strategies for different offers or markets. For example, Apple charges a premium because they pair their iPhones with unbeatable design and service. You can do the same by highlighting what makes your solution extraordinary.

• Measure What Matters: Track which products or services are your bestsellers, and make sure they’re giving you healthy profit margins. Adjust pricing based on real results, not just gut instinct.

Building a sustainable business is about giving yourself permission to adapt, test, learn, and evolve. Stay curious, keep learning, and never be afraid to tweak your approach as you gain more insight into your clients and your competition.

Why You Should Keep a Close Eye on Your Prices

Let’s be real, pricing isn’t a “set it and forget it” affair. Markets shift, competitors get clever, and customer expectations are on a never-ending rollercoaster. If you want your business (and your peace of mind) to stay solid, regularly checking in on your pricing is a must.

Here’s why it matters:

• Stay Ahead of the Curve: If your competitors suddenly drop or hike their prices, you want to know before your customers do. This gives you the chance to react strategically, without scrambling or undercutting your value.
• Connect With Your Clients: Open conversations with your customers, through feedback or quick surveys, can reveal if your pricing feels too steep or, on the flip side, worryingly cheap. Sometimes it’s not about the number, but whether you’re truly showing the worth of what you offer.
• Spot the Winners: Tracking which products or services are flying off the shelves (and which are gathering dust) helps you spot trends and direct your efforts toward what brings the best margin.
• Fine-Tune Your Strategy: Pricing isn’t just about making more money. It’s about building trust, showing your confidence, and finding that sweet spot where you get paid what you deserve while keeping clients thrilled with their results.

By being proactive with your pricing, not waiting for a crisis, you’re setting up your business for resilience and growth.

And as we guide you to confidently attract leads at your premium rates, just know: paying attention to your pricing is one of the smartest wins you can lock in.

Why Researching Competitor Pricing Matters

Now, before you can confidently set your own prices (or hike them up to where they deserve to be), it’s essential that you first peek over the fence to see what your neighbors are charging. Why? Because understanding competitor pricing positions you to make smarter decisions, not just wild guesses.

Think of it like this: if you price your offer way below industry standards, you risk undervaluing your own expertise and attracting bargain hunters instead of dream clients. If you go too high without justification, potential clients might bolt for someone who seems to offer the “same” thing for less.

Researching competitor pricing gives you:

• Perspective on Market Expectations. By knowing the price range in your industry or niche, you’ll have a sanity check, are you wildly out of sync, or are you right in the sweet spot?
• Insight into Value Positioning. Are your competitors touting higher prices because they include extra perks, use premium materials, or have a sterling reputation? Spotting these details helps you decide if, where, and how you can stand out and command a higher rate.
• Clarity on Your Differentiation. When you know what others charge and why, you can pinpoint what makes you different, and communicate that difference, whether it’s bespoke service, faster turnaround, or results that knock socks off.
• A Leg Up in Negotiations. There’s power in confidence. When you know the landscape, you’re less likely to be blindsided by objections like, “But so-and-so only charges X.” You can stand firm, and explain exactly why you’re worth your price.

How do you uncover competitor pricing? Check their websites, browse marketplaces (Amazon, eBay, Etsy, you name it), or even download public rate cards when available. Don’t forget, real clients can be a goldmine of insight, ask them what they’ve paid elsewhere and why they switched (or would consider switching) to you.

With this knowledge, you’re not guessing, you’re pricing purposefully and profitably.

Leveraging Customer Surveys for Smarter Pricing

Customer surveys are one of the most powerful yet underrated tools in your pricing arsenal. They take the guesswork out of what your clients truly value and what they’re actually willing to pay. At Fearless Business, we’re big fans of regularly checking in with your audience, not because it’s the trendy thing to do, but because honest feedback is pure gold.

Here are a few ways you can use customer surveys to refine your pricing decisions:

• Gauge Willingness to Pay: Don’t just assume your price is right. Instead, ask clients directly what they would pay and what alternatives they’ve tried before. That way, your pricing isn’t just a shot in the dark.
• Spot Price Resistance: If you repeatedly hear that your services seem expensive, dig deeper. It could be less about the price, and more about a gap in how you’re communicating your value. Surveys help you pinpoint where those disconnects happen.
• Identify Competitors: By learning which other brands or experts your clients have considered, you’re better equipped to position yourself (and adjust your rates) in a way that makes you the obvious choice.

And most importantly, don’t make this a one-off exercise. Continually gathering feedback means you can adapt quickly, stay ahead of the curve, and keep both your bank balance and your clients in a very happy place.

Figuring Out Your Margin: Keeping It Simple

Let’s face it, working out how much to charge can feel like playing darts in the dark. But there’s a straightforward starting point: once you know your fixed and variable costs, the next step is deciding what margin to add on top.

Here’s how to approach it:

• Choose Your Margin Wisely: Take a look at what your competitors are charging, not so you copy them, but so you know where you stand in the market. Then, think about the value you deliver and your own business goals.
• Start With a Percentage: Many business owners pick a standard percentage to add, say, 30%, 50%, or even 100% if the market allows. For example, if your total cost per service is £100 and you want a 50% margin, you’d charge £150.
• Check for Value Alignment: Does your price reflect the expertise, care, and transformation you deliver? If you’re under-pricing, you’re not serving yourself (or your clients) well.
• Stress-Test Your Prices: Ask yourself, “If I double my margin, what would I need to change about the client experience to make it irresistible at that price?” This isn’t just theory, it’s the kind of bold question brands like Apple or Tesla ask themselves all the time.

Calculating your margin isn’t just about covering costs, it’s about creating the breathing space you need to deliver epic results and grow without burning out. When in doubt, aim a little higher; it’s easier to come down later than to raise your prices after the fact.

Why Knowing Your Break-Even Matters in Pricing

Before you go wild with pricing, there’s a crucial checkpoint: knowing your break-even costs. This is where a lot of bright business minds trip up, pricing with gut feel or copying competitors, instead of looking at the real numbers.

Your break-even point is the minimum you need to earn just to cover your outgoings, so you’re not dipping into your own pocket or racking up credit card debt with each sale. If you skip this step, you risk working flat out and still coming up short at the end of the month.

Here’s how it works:

• Fixed costs are your constants, things like rent, insurance, software subscriptions, even your Zoom account (thanks, tech revolution).
• Variable costs change with each customer, like the cost of materials, packaging, or payment processing fees Stripe and PayPal love to collect.

If you charge less than it actually costs to run your business (counting both fixed and variable), every sale means you’re digging a deeper hole. Let’s not do that, shall we?

So, get a handle on your numbers before you set your prices. Crunch your costs, layer on a profit margin, and make sure every client lifts you closer to financial freedom, not further away.

Because if you don’t have your break-even nailed, pricing becomes a guessing game, and the house always wins.

Using Lower Pricing to Break Into an Established Market

One tried-and-tested way businesses can make a splash in a crowded market is by strategically offering lower prices when they first launch. This isn’t about a permanent race to the bottom. Think of it like the classic “try before you buy” at your local Whole Foods, except you’re letting customers experience your value at a lower price point to build trust and excitement.

Here’s how it often works:

• Build Awareness Fast: By pricing your initial offering below what established competitors charge, you instantly turn heads and give customers a compelling reason to try you out.
• Prove Your Value: When customers see they’re getting solid results or a better experience for less, you’re already sowing the seeds for future loyalty.
• Raise Prices Confidently: Once you’ve delivered that value and built a foundation of happy clients, you’re in a much stronger position to raise your prices, often to match or exceed the competition.

The trick is to avoid staying in “discount mode” too long. Use this approach as a launchpad, then focus on showcasing the unique value, results, and transformation you bring, just like we advocate when helping coaches and consultants price with confidence.

Some things I've noticed about Coaches and Consultants:

• They are super bright, intelligent people
• They have an inordinate number of skills and amount knowledge
• Absolutely love helping their clients Get AMAZING results for their client

And yet:

• They work all hours under the sun For maybe 4-5 days per month
• Earning less than the average national wage
• Are completely exhausted If they stop working/selling then their business dies a slow and painful death

So, if any of that resonates then my little bonus episode might help you to understand why this is happening.

Basically you are struggling to articulate your value and undercharging for your services. This is because your clients' perceived value is based on the attachment to your time and NOT the results and outcomes you can deliver for them.

This episode of the podcast will change that. I refer to some slides in the episode, as the audio came from a webinar I delivered, if you'd like the slides then let me know - robin@fearless.biz.

Also, if this resonates then let's jump on a call - https://www.robinwaite.com/app - and I'll help you to articulate your value and get you earning more money!

Where Can You Find Your Competitors’ Prices?

So, you’re probably wondering, “How do I figure out what my competitors are charging?” Great question, and absolutely essential if you’re going to start charging what you’re worth.

Here are a few practical ways to do your homework:

• Check Their Websites: Many businesses (especially coaches, consultants, and freelancers) share their pricing or at least give clues about their packages right on their site.
• Browse Marketplaces: Have a snoop around online marketplaces like Amazon, eBay, and Etsy. These platforms are goldmines for seeing real rates in action, great for product businesses or anyone bundling services.
• Download Rate Cards: Service businesses often make their pricing transparent by offering downloadable rate cards. It never hurts to take a look.
• Look for Public Contracts: If any of your competitors work with local authorities or government, those contract values are usually public, just a bit of digging required!
• Use Technology to Your Advantage: Price monitoring tools can track competitor adjustments for you (so you don't have to watch all day).
• Ask Your Customers: There’s no shame in simply asking your clients (or prospects!) what other folks are charging them or pitching.

Now, don’t get sucked into a race to the bottom just because you know what others are charging. Use this info to benchmark, but remember: articulate your VALUE and price for the transformation you deliver, not just your time.

What Are Fixed Costs?

Let’s talk about one of those business buzzwords you hear tossed around, fixed costs. These are the expenses that just keep turning up, month after month, no matter how many clients you sign or products you ship out.

So, before you panic about bills piling up, here’s a quick rundown of what tends to fall into this category:

• Rent or mortgage payments on your office/working space
• Staff salaries (yep, even if it’s just Brenda answering emails)
• Insurance premiums and loan repayments
• Utility bills that trickle in, like electricity, internet, water, and gas
• Depreciation of your trusty laptop and other office equipment

In other words, fixed costs are those regular outgoings you can count on, rain or shine, orders or no orders. The sooner you have a handle on these, the less likely you’ll be caught off guard when it’s time to review your pricing strategy or scale your business.

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://www.fearless.biz

Chris Murray the Managing Director of Varda Kreuz, one of the UK’s most innovative Sales, Customer Service and Management training and development organisations.

Chris has also written a few books and articles - including two Amazon #1 Best Sellers - "The Extremely Successful Salesman’s Club" and "Selling with EASE" Chris shared with us four steps that will help ease friction in your sales process:

• Perfect your client avatar.
• Sales isn't always about being put in the room with the right people.
• How to spot a prospect with a "bleeding neck".
• Get out there and start helping people.

There are some amazing resources available on the Varda Kreuz website:

• http://1stsalestraining.co.uk/

Chris also mentioned a number of books and resources which you should check out:

• Perry Marshall - "80/20 Marketing": https://www.amazon.co.uk/80-20-Sales-Marketing-Definitive/dp/1599185059/
• Daniel Priestley - "Oversubscribed": https://www.amazon.co.uk/Oversubscribed-How-People-Lining-Business/dp/0857086197/
• Felix Dennis - "How to Get Rich": https://www.amazon.co.uk/How-Get-Rich-Felix-Dennis/dp/009192166X/
• Jim Rohn - "Disgust, Decision, Desire": https://www.youtube.com/watch?v=LtjyexJ4xqI

Looking for More Inspiration?

If you're keen to dive deeper into motivational or business-focused insights, there’s a wealth of great reading and viewing out there. For fresh perspectives and advice, consider exploring thought leadership on platforms like Quora, Medium, or Substack. If you prefer learning via video, YouTube hosts countless channels dedicated to business strategy, personal development, and entrepreneurial journeys, plenty to keep your momentum going.

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Which marketing strategy consistently delivers the best ROI?

Over the last ten years, we’ve spent thousands of hours testing and executing dozens of different strategies. In total they’ve produced over 50,000 customers and have generated significant revenue. But which strategy consistently delivered the highest ROI? The clear winner, with a 16X ROI, is the customer win-back campaign.

And these campaigns can deliver a superior ROI for almost any type of organization. That’s why businesses ranging from small SaaS companies to billion-dollar enterprises like Dollar Shave Club use them. Why do they work so well? It boils down to this … It’s tough to get a new customer - but it’s relatively easy to win a former customer back. Dan talked about their unique 4-Step Process:

1. Survey 10 previous clients and ask them why they left. Narrow their reasons down to 3-4 key reasons.
2. Now reach out to your past clients and ask them which of the four reasons did they choose to leave.
3. Create a marketing campaign around the one reason which stands out and address the problem with a new solution.
4. BONUS - Build partnerships to re-market to new and existing customers.

Dan talked about several books and business resources:

• The Harvard Business Review, March 2016: https://hbr.org/product/harvard-business-review-march-2016/BR1603-MAG-EN
• 7 Habits of Highly Effective People: https://www.amazon.co.uk/Habits-Highly-Effective-People/dp/0684858398
• Outliers – Malcolm Gladwell: https://www.amazon.co.uk/Outliers-Story-Success-Malcolm-Gladwell/dp/0141036257/
• Focus – Daniel Goleman: https://www.amazon.co.uk/Focus-Hidden-Excellence-Daniel-Goleman/dp/1408845881/
• Blue Ocean Strategy: https://www.amazon.co.uk/Blue-Ocean-Strategy-Expanded-Uncontested/dp/1625274491/

If you’d like to contact Dan personally:

you can email him dan@customerwinback.com 

I would also highly recommend hopping onto https://customerwinback.com/ 

and completing their ROI Calculator and also watching the Four Minute Case Study Video.

And finally if you’d like to connect with Dan on LinkedIn you can do so here: https://www.linkedin.com/in/danmpfister/ 

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Some of the following as well as 77 Marketing Ideas to Try for Your Coaching, Consulting or Freelance Business:

• Lay a brick a day / imperfect action daily / Rome wasn’t built in a day
• Set up tools, reminders, notifications make a plan and write it down
• Trial and Error
• What works for me won’t work for you
• Unicorn marketing…

If you’re not willing to put the effort or time into marketing, then walk away now, it is harder than it’s ever been.

However, if you commit, then you will get results. If you do nothing you’ll never know what works and what doesn’t work.

Download the FREE PDF guide:

Just in case you need the associated PDF doc then here it is:

https://drive.google.com/open?id=1PTMTbLVTlIAg_v1ZUcb5ASJ8dZP0Qoid

And also for all of our Fearless Business FREE Resources, please visit:
https://fearless.biz/resources/ 

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz