SHOW NOTES:

Do you typically stick to the same marketing tactics you’ve always worked with in your business? Sometimes that can leave you stagnant.

Audria Richmond is making big moves in new marketing strategies and techniques, which is why I thought it was so important to bring her on the show. Audria joins us to share three ways you can try new marketing in your business this year to set yourself apart!

Get to Know Audria (:59)

Three Ways to Try New Marketing (1:57)

1. Micro-Marketing: Simplify Your Content + Solutions to Get to the Point  (1:57)

2. Take Advantage of Audio Based Platforms (7:44)

3. Having a Book as a Business Card (11:50)

• Legacy Books
• Manifesto Books 

One Liners: (19:00)
You can copy the front end, but you can never copy the backend.
The worst thing you can do to a great idea is not give it a marketing plan.

Links
audriarichmond.com
instagram.com/audriarichmond
UnCloned Marketing

Review the Transcript:

Jess Ekstrom:
You guys are in for a treat today. We have Audria Richmond on the podcast, who is someone I met on Clubhouse. I feel like I’m saying that a lot lately, but this girl is no joke on Clubhouse. She has over 60,000 followers on there. Audria is a serial entrepreneur with over 13 years of business, branding and marketing experience. She runs a seven figure company with a very small team. She’s a five time Amazon bestselling author, most recently, of UnCloned Marketing. You guys have to check out that book on Amazon. And today, we are going to talk about three new ways you can market yourself in 2021. And I really wasn’t expecting any of them. So, you all are in for a treat. Please welcome, Audria Richmond.

Jess Ekstrom:
What’s up, everybody? It is Jess Ekstrom and welcome to Business on the Bright Side, the podcast where you can learn how to make a living and make a difference at the same time. Life is short and so is my attention span. So, let’s get started

Jess Ekstrom:
Audria, I’m so glad you’re here. I first fell in love with you on Clubhouse and then my crush continued when I started following you on Instagram, because I think something that is so, kind of annoying now on social media is that you have to cut through so many layers in order to figure out what people do or what they sell or what they offer. And you’re just, let’s cut to the chase.

Audria Richmond:
Yeah.

Jess Ekstrom:
And I love that. I don’t have to wonder, what is Audria doing today? I mean, it’s there. So, tell us a little bit about you and how you go your beginning with UnCloned Marketing.

Audria Richmond:
So, for me, when I got started with UnCloned Marketing, it came out of frustration of being compared to others in the marketplace. So, typically when people are looking for people, they’re price comparising, they’re program comparising, they’re features and benefits comparising. And a lot of the times, people would group me with people that I didn’t feel like I was… Really, you compare me to this?

Audria Richmond:
And so, I wasn’t becoming the obvious choice and so, I had to make sure that, okay, that means I need to refine my marketing message. I need to refine my marketing. I need to refine how I show up. And most importantly, I need to get to the root of who I am as a person.

Jess Ekstrom:
I love that. And making yourself the obvious choice.

Audria Richmond:
Yes.

Jess Ekstrom:
I mean, so much, we try to crack a code or an algorithm of, how do we get more likes? How do we do something? It’s, no, how do we just make ourselves the obvious choice?

Audria Richmond:
Yes.

Jess Ekstrom:
I feel like that is so simple, but really powerful. So, we’re going to go through three ways to try new marketing in 2021. That’s one of the things that I saw on your website is, just being first to test things out has such a big advantage.

Audria Richmond:
Yes.

Jess Ekstrom:
But that first step, you said is just really cutting to the point. So, tell us a little bit about that and why it’s significant in a new marketing strategy.

Audria Richmond:
Yeah. So, oftentimes people are busy, super duper busy. And so, the longer you take to get to the point, the longer you prolong the sale, the longer you prolong the result, the longer you prolong the relationship. So, I have found to get straight to the point because it’s so effective. And I also had to think about… Because me, when we’re creating stuff, we got time. We’re in Lala land, creating our thing, but we have to keep in mind that the people we’re serving are parents, they’re spouses, they’re busy, they’re caretakers, they may be caring for small kids. And so, they don’t really have a lot of time on their hands. And so, the more you waste their time, the more you lose an opportunity to get the quicker win. And so, if you can simplify not only your content, but also your solutions and how you serve your clients, you can definitely see a bigger return on your community and results on how you get your clients.

Jess Ekstrom:
One of the mistakes that I made in my course creation early on was, I thought that if people were going to come to me to buy my public speaking course, my drop workshop, that I needed to just overwhelm them with information. In order to increase the value, I had to increase the bulk of the content. And what I found was, people could just go on Google and be overwhelmed with content.

Audria Richmond:
Yes.

Jess Ekstrom:
They come to you and they hire you and your services and your course to cut to the chase. This is the damn point. How do I get [inaudible 00:04:34]? So, how can someone who’s maybe a content creator or creating a personal brand, a podcast, a speaker, what are some ways that they could do? You mentioned texting, earlier.

Audria Richmond:
Yes. Text messaging is a way to get to the point, because you only got 140 characters, okay, or 140, 240 characters. So, you can’t really be too extra. Another way to cut to the chase, is your medium. So, audio and video is the quickest medium to get someone to get the information. Another thing to think about, and this is something that I always embed in my head when I’m creating anything, whether it be a course, product, service, how can I get my client a quick win and what needs to be true to help them get the big win? So if I say, I want to help my client launch faster, as an example, what [inaudible 00:05:23] resources do I need to put in place that will cut out all the thinking, that will cut out the research, that will cut out a lot of the logistics, that typically will come up in that task?

Jess Ekstrom:
So, would you say though, maybe some people are listening on here and saying, well, that’s just not my style. I’d rather date someone before I asked for their hand in marriage. Is this a particular style that you’re seeing or are you saying that, no matter what your style is, challenge yourself to be more concise and direct?

Audria Richmond:
Yes. That is exactly what it is. I used to think that it took a long time to sell high ticket stuff. And I’m noticing that people are coming into my funnel same day, sign up, $7,500, $10,000 within minutes, because of how the funnel is set up, because it is concise. I didn’t waste their time. They didn’t have to sit through a 15 hour presentation. This is the thing. I mean, this is this also, I guess you could say requires you to understand sales, sales is about informing and educating the client on making a informed decision. It’s, this is what I do, this is what you need to know, these are probably some of the frequently asked questions you’re going to have, here are some of the things in which you’re going to get challenged.

Audria Richmond:
I know you’re probably going to have these objections, let’s go ahead and handle it. And this is the solution. And if you’re ready, I’m here to support you. And if not, keep it moving. I think so long… It’s kind of, if you took 30 minutes to an hour to try to get to the point, and then you still don’t get the sale, then it would have been no difference if you took 15 minutes to get to the point it and you still… You get what I’m saying? So, it’s the amount of energy.

Jess Ekstrom:
Yeah, you’re wasting your time, you’re wasting their time. It’s like, let’s just get to it. I was actually talking to this woman, Erica, I’m blanking on her last name, but she’s also a Clubhouse person that I met. And she’s like, ‘The more you hide kind of your rates and your fees, is just the more uncomfortable it is.’

Audria Richmond:
Yeah.

Jess Ekstrom:
I’m wondering what you’re charging. You’re wondering what I’m charging. And so, let’s just cut to the chase. So, I love that. First step, new thing to try in 2021, how can you just be more direct?

Audria Richmond:
Yes.

Jess Ekstrom:
And I think that sometimes as women, we feel like there’s more packed around it. So many men are out there, they’re like, “Yeah, buy this, whatever.” Have no kind of internal narrative around what that means or how [crosstalk 00:07:38] thing look. But you are one of those people that I have loved how transparent you’ve been with what your value is, how much it costs and also just how much you’re making. I mean, you’re a seven figure business with a lean team. And I think that if we’re not transparent about what we’re doing, then people don’t know what’s possible for them. So, I really appreciate you being really transparent in this process.

Audria Richmond:
Yeah. Quit hiding because… I always tells people, quit hiding it because people going to find it. If people want to find out some stuff, they’re going to. People nosy, they’re going to go to Google, they’re going to look up all different types of stuff. So, might as well lay it out on the plate for them.

Jess Ekstrom:
Might as well go for it.

Audria Richmond:
Yeah.

Jess Ekstrom:
Okay. Speaking of just putting it all out there, second tip of a new marketing thing to try, which is how I found you, Clubhouse or audio based platforms. So, tell us why you think that, that is gaining momentum this year and how someone can get started.

Audria Richmond:
I feel like audio is an easy medium, as long as you can talk and have a voice. As long as you can articulate a conversation, anybody can take advantage of audio. It removes all of the friction of all of this big time production. I got to have studio lights and I got to have background paper, and I got to have this and this and this and this and audio is just like, what’s your message? It’s so deep, it’s so intimate, it’s so close and it’s so easy. And if you activate it, it’s going to allow you to grow your platform because you remove all of the things that keeps people stuck in his loop. Right? When you’re following someone on Instagram, you’re so caught up in their lifestyle and their family and they got kids and they got followers and likes and then when you hear someone’s voice, you don’t even get to see any of that. And you can truly start to begin to build a relationship with the other person on the other side.

Jess Ekstrom:
And I feel like some of the people that are successful on Clubhouse, yourself included, I mean, how many followers do you have on Clubhouse now? The last time I checked it was 30,000.

Audria Richmond:
Right now, it’s close to 69,000.

Jess Ekstrom:
Oh my gosh, that’s amazing. But one of the things that I’ve noticed about people who “succeed” on Clubhouse or gain those followers is not because they have the most airtime, it’s because they’re most direct when they have that airtime. So, it’s kind of combining that first tip with the second one is, in order to have a powerful audio medium, it’s not how much you say, it’s how concise and impactful can you say it?

Audria Richmond:
Yes.

Jess Ekstrom:
So, what if someone’s a little bit nervous to raise their hand on Clubhouse or come up on stage? Are there any tips that you can give people to just hit record or [crosstalk 00:10:19]?

Audria Richmond:
I always tell people, ‘Clubhouse is just a big phone.’ That’s all it is. Think of it like talking to a friend. That’s how I treat my Clubhouse rooms. I make it very inviting. And I think that has a lot to do with the host. Some hosts are not inviting at all. They are very intimidating and super scary, but some people have really nailed getting on Clubhouse and holding space for people. And I’m one of those people where I’m like, ‘We’re friends, what do you need? I’m here to support you, there’s no stupid question. Let’s dive in.’

Jess Ekstrom:
Yeah. Do you think Clubhouse is going to change soon? More paid rooms or where do you think Clubhouse is heading?

Audria Richmond:
I feel like Clubhouse is this unpredictable, fun, happy place.

Jess Ekstrom:
Yeah. Right.

Audria Richmond:
You want to go super, super deep, but you don’t know how deep to go or how [inaudible 00:11:08] to be, but it’s also exciting. So, I would definitely say, whatever changes they’re going to make, I think it’s going to be for the betterment. I am kind of concerned about when it kind of gets out of invitation only, what kind of people will come onto the platform then, will it cheapen the brand? Dah, dah, dah, dah. But I think for the most part, like any social media platform, I believe that the people who are fully taking advantage of it right now, will be the ones who are leading the culture of Clubhouse. And so, I think it has a lot to do with the people who are currently having invitations, currently.

Jess Ekstrom:
Yeah. Because it started… I think the first wave of people that they invited were tech entrepreneurs.

Audria Richmond:
Yes.

Jess Ekstrom:
Is that right?

Audria Richmond:
Mm-hmm (affirmative). Yes.

Jess Ekstrom:
Okay. Yeah. No, it’ll be interesting. I’ve liked how kind of close knit it has been and you see it kind of gradually getting bigger and bigger, but hopefully the atmosphere still remains very collaborative. Because that’s one of the things that I loved about Clubhouse is, there’s no secrets, there’s not, oh, well you have to pay me to talk about this. It’s, no [crosstalk 00:12:04].

Audria Richmond:
Yeah, I do feel like that’s what happened too, on Clubhouse. Everybody became like an open book, whatever you want to know, I’m going to tell you.

Jess Ekstrom:
Yeah. Because it’s not recorded. Do you feel like it’s like that because it’s not recorded?

Audria Richmond:
I believe it’s still recorded. Okay. This is by what people say.

Jess Ekstrom:
You do? Okay.

Audria Richmond:
Yeah. I still think… It’s this whole idea of, oh, it’s off record, so I can do the most. No, you need to be treading lightly even if it’s not recorded.

Jess Ekstrom:
I’ve definitely felt that before when I said something and I was like, ooh, probably shouldn’t have said that. Because you just kind of are brushing [crosstalk 00:12:36].

Audria Richmond:
You were laid back [crosstalk 00:12:37] not be recording.

Jess Ekstrom:
Exactly. Okay. So, leading us. Let’s recap. First new tactic to try in 2021. What did you call it? Micro marketing.

Audria Richmond:
Yeah. Micro marketing, micro content. Hell, let’s call it a new thing. Get to the point content. Okay.

Jess Ekstrom:
Get to the point content. I love it. So, get to the point content. Second is, using audio platforms like Clubhouse. Would you suggest podcasting [crosstalk 00:13:03]?

Audria Richmond:
Absolutely. Podcasting is not going anywhere. If anything is going to be amplified, because of the people, I would call being raised in Clubhouse.

Jess Ekstrom:
I hate the narrative that people are like, oh, well it’s too saturated. And it’s like, everything is saturated.

Audria Richmond:
Everything is too saturated. Life is saturated.

Jess Ekstrom:
Do you think that there’s too many Netflix shows? No, because people can find their niche now. And so, I think that, that’s one of the cool parts about there being so many podcasts is that there can be so many niches and you find that there’s an audience out there for everyone. So, the third tip. We were talking about this before and this is something that I believe that we have in common is having a book as a business card, as a lead magnet to your course offerings, to working with you. So, tell us a little bit about this belief of a book and also your UnCloned Marketing book that’s come out.

Audria Richmond:
Yeah. So, my UnCloned Marketing book came out of frustration with how complex people were making marketing. And I’ve always thought about marketing as a party, marketing is a party. And so, with the UnCloned Marketing book, that book is really a great lead gen because we have higher ticket offerings and it’s a great introduction. I really don’t like working with people who don’t know anything about me, they haven’t watched my content, watched any interviews, listened to videos, any of that stuff. So, I always want people to start with getting to know me so they can know me a little bit more intimately. And then, before I take more money from you. So, that’s how I look at my book.

Jess Ekstrom:
Right. Because I mean, a book gives people something to react to and respond to.

Audria Richmond:
Yes.

Jess Ekstrom:
It says, this is who I am, this is a kind of… If you spent the week with me, this is what you would learn or if we went on a long car ride, this would be it.

Audria Richmond:
Yes.

Jess Ekstrom:
And so, I feel like after someone has read your book… That was something that was a little bit hard for me after chasing… Not hard for me, but an adjustment, when Chasing the Bright Side came out, there was a lot of people that all of a sudden, knew all of these corners about my life. And I love that because I put it in a book, but I was like, oh wow, you’re at a nine with me and I just learned your name. So, kind of finding that balance, but it did give people this element of trust, to invest in my courses and other courses that I do, because they’re like, “Oh, I’ve read her book. I know Jess.” And so, you’re saying that other people can have that same kind of bridge-builder by publishing a book.

Audria Richmond:
Yes, because he is shortens the… First off, writing a book is not easy. And so, if you taking initiative to write a book, they’re like, okay, you must be somewhat legit. So, you’re already over the hump, already.

Jess Ekstrom:
Yeah. It’s you have the words to fill a book. What else you got? Yeah, I love that.

Audria Richmond:
Exactly.

Jess Ekstrom:
You’re already disciplined.

Audria Richmond:
Yes.

Jess Ekstrom:
So, would you suggest that someone write a book that is in relation to the things that they want to sell? And if they have a course that they want to create, if they have a podcast that they’re starting, should they pick a lane and have all those things line up? Or,

Audria Richmond:
Yes, so there’s two types of books that I’ve written. The first types of books I’ve written are, I call, legacy books, which are, they’re timeless in nature, they’re not going to change. So, I would never write a book on a social media platform or anything like that because it change too much. So, my books that I write are more principle-based or it’s timeless, or it has a record for lasting forever. So, my first book was on personal branding.

Audria Richmond:
My second book would be the second type of book, which is kind of a manifesto, a perspective, a big idea, something that I want the world to kind of take on. It’s kind of like a Simon thing, star [inaudible 00:16:55] Y, right? It’s this big idea, right? This thing you want the world to kind of embrace and know. And then, UnCloned Marketing was the same thing, a legacy book. I want people to master marketing campaigns. And so, this is something that’s going to be a way of doing business forever. So, there’s two types of books, legacy timeless and then you have the perspective book. Now, obviously there’s other books, but if we’re talking about true Bates books, those are the types of books that I like to [crosstalk 00:17:23].

Jess Ekstrom:
Yeah, no, I like that. I think what you said, too is, leading with principles and not something that would be dated in one year, because you want that book to be able to live beside your name for five years, at least. So,

Audria Richmond:
However, think about all the people who still buying the old school books.

Jess Ekstrom:
Right. I know. What is that? How to Win Friends and Influence People.

Audria Richmond:
Right. Exactly.

Jess Ekstrom:
Okay. So, UnCloned Marketing. People can buy it on Amazon and,

Audria Richmond:
They can buy it in my shop, audriarichmond.shop or If they want to get the audio version or Kindle version, they can grab it on Amazon.

Jess Ekstrom:
Oh, do you marry the audio version?

Audria Richmond:
No, I didn’t.

Jess Ekstrom:
I secondhand that, because I could listen to you talk all day.

Audria Richmond:
Yes.

Jess Ekstrom:
Well, I mean, you have a lot of other audio platforms though, so. [inaudible 00:18:11] to use.

Jess Ekstrom:
Quick question. Have you ever thought about writing a book? Because in my opinion, books are the new business card. After I published Chasing the Bright Side with Harper Collins, I was able to get more speaking engagements, I was able to get more press placements and really grow my personal brand and impact. And I want to help more women get traditional book deals like I did. So, I’m hosting a free workshop where I tell you three secrets to landing a book deal. Head to businessonthebrightside.com and sign up for free, today.

Jess Ekstrom:
Well, first let me do a quick rundown to the people who are listening. So, three new ways that Audria suggests that you can market yourself in 2021, we have the, what do we call it? Get to the point marketing.

Audria Richmond:
Yes, get to the point content, straight to the point.

Jess Ekstrom:
Straight to the point. We have audio platforms, including Clubhouse, and then creating a book as an introductory point and as a lead magnet. And then, where can people find you, Audria?

Audria Richmond:
People can find me as Audria Richmond on all platforms, literally. Clubhouse, Instagram. Instagram is my jam, okay. So, Instagram, Facebook, my website, it’s all Audria Richmond.

Jess Ekstrom:
Love it. And yeah, you’re one of my favorite follows on Instagram, for sure. I always get so hyped watching your stuff. And then, I always like to leave with a one-liner or a thought and I was looking through some of your content and I could not decide between these two. So, we’re going to just quickly talk about both of them. The first thing that you said was, you can copy the front end, but you can never copy the backend.

Audria Richmond:
Yes.

Jess Ekstrom:
I love that. So, where did that come from?

Audria Richmond:
So, it was this whole thought process. A lot of people like to funnel heck and they think that they know the science behind the madness. And so, they’re copying the front end, but you don’t know the strategy on the back end or how I’m approaching it or what strategies its tied to, or you don’t even know if it’s working.

Jess Ekstrom:
Right.

Audria Richmond:
Oftentimes, you don’t even know if it’s working, you’re copying all of that. You’re copying a big test and I’m in the background like, ‘I’m never doing this again.’ And you think I’m winning because you’re copying me.

Jess Ekstrom:
Exactly. So, I love that. You can copy the front end, you can’t copy the backend. And then lastly, the worst thing you can do to a great idea is not give it a marketing plan.

Audria Richmond:
Yes.

Jess Ekstrom:
Come on. Tell me about that. We’ll drop the mic there.

Audria Richmond:
Yes. So, the thought process behind that is I see so many people that go out and they’ll get the photo shoot, they’ll get the website, they’ll get the branding, they get all of this stuff. They got the big vision, big dreams, big stars. And then it’s, okay, so who are you selling this to? I’m excited. What? Who? What are we doing here? No marketing plan, no plan? You don’t even know when you’re going to launch this thing? Yikes. Don’t do your vision like that.

Jess Ekstrom:
Yeah. I think a lot of people go, “But I hit publish. It’s live.”

Audria Richmond:
No, baby. No. That’s not a plan.

Jess Ekstrom:
[crosstalk 00:21:14] a great idea is not give it a marketing plan. Audria, thank you so much for coming on to Business on the Bright Side, you are great, and we’ll talk to you soon.

Audria Richmond:
Thank you.

Jess Ekstrom:
Thanks for listening to Business on the Bright Side with Jess Ekstrom. I love to send out the episodes every Monday with a quick text and a quote for me. So, text me the word, podcast, to (704) 228-9495. That’s (704) 228-9495. And if you want to see what the show notes are from this episode, head to businessonthebrightside.com, hit subscribe here, write a review and I’ll see you on Monday.