How I Generated 22k in Lockdown

Interview between Nick James and Cordelia Kate

Cordelia Kate

"How I Generated 22k in lockdown"

Cordelia Kate HOW I Generated 22k in Lockdown

Nick James:

Good evening, Facebook. How are you doing? Nick James here. What a phenomenal time to be alive. This evening I’m joined by the founder of The Rebellious Business Network, the amazing Cordelia Kate.

Cordelia Kate:

Hello.

Nick James:

First of all, cheers. So we just had a quick chat before we went live here and Cordelia has had a long day. She’s been on the motorway, she drove all the way up to Birmingham for Mastermind, and so she decided to treat herself to a nice little glass of rosé. And I thought I’m going to join you with my current beverage of choice, which is Heineken Zero, alcohol-free beer. So cheers.

Cordelia Kate:

Showing me up now. Cheers.

Nick James:

Cheers. So I guess our purpose of this evening’s chat, this evening’s interview, is to share with our community who as you know are largely coaches, consultants, speakers, trainers, experts in some way, shape or form. How you ran a I think from memory it was 22 grand launch recently. Which I think, considering you only really created and founded Rebellious Business Network in March, April.

Cordelia Kate:

It was a week before lockdown that we launched.

Nick James:

Yeah. So like March, right?

Cordelia Kate:

Yeah.

Nick James:

So in the first six months or whatever it’s been to build what you built and to be able to do a launch and do 22 grand is pretty cool, pretty amazing. So I’m wanting to share that story and share how you did that with our community. But first off, why don’t you just tell everyone what The Rebellious Business Network is and how it came about?

Cordelia Kate:

Yeah, sure. Well, we’ve done to date since launching around 50K. That was just one month, one launch that we did for a group program. But to be honest, it came as a bit of a surprise because The Rebellious Business Network was not launched as a money-making machine or anything like that. It was actually a week before lockdown, and after going on the incredible Master Coach training that I did with your mum, the phenomenal Nikki B, you were saying something that you’d said to me before. And I remember thinking, you know when he hear something so many times and then all of a sudden it goes in and you’re like, “Oh yeah. You’ve said that before, but now I understand it.” Which was to just go out to networking events.

Cordelia Kate:

And I had been in the online business world doing a lot of networking online, hosting online webinars, but had never actually gone to the physical networking event other than going to actual business conferences in and around the world. So I started doing that. Started going to networking events, to start getting my first clients off the back of doing the coach training with your mum and being ready to just go out and just, launch something new and go down a new pathway. And then they’re locked down came and it was like all the networking events were stopped. And I did, I got my first couple of clients in through networking. And then all the networking was stopped.

Cordelia Kate:

Now I’d also got another business, which is an affiliate marketing business. I had just made a big sale. So I was like, “Well, I’m okay for money for the next couple of months.” There was no scarcity in that sense, it was a really nice place to be. And I remember my thought being, “How can I show up? What can I do? What’s my part going to be throughout this pandemic?” And where that came from was because I used to nurse and I’m not a nurse anymore. I came off the register to focus on my business. And I was like, “Burn the boat. So I’m just going for it all in.” And so I came off the nursing register and Boris hadn’t announced the retired nurses list, or if he had, I didn’t actually look at myself as a retired nurse so I didn’t expect to be on the list.

Cordelia Kate:

So I was like, “How can I show up through COVID? What can I do?” And I was like, “Do you know what? I’m going to launch a networking event online.” I’ve been doing this for the last couple of years anyway with webinars, and I just threw this thing together. We called it The Rebellious Business Network because I just decided that the business was going to be called Rebellious Business, so that was congruent with our brand. And we launched it and I think we had 20 registrants of 15 people turn up to the first one, and then just continued it. And it was really quick to see that actually the reason why these guys were here and what they were feeling and what the pain point was, was that they needed more clients or they needed to pivot their business online.

Cordelia Kate:

This is something that I’ve been doing for the last two or three years. And I’m a business coach and was branching out to do business coaching on my own. So I was like, “Okay. We’re going to bring the speakers, we’re going to bring the training, we’re going to bring whatever you need to help you right now start marketing online.” Because we had a lot of people from the traditional networking crowd that had been getting their clients from face-to-face meetings and this was a whole new pivot world for them. So, that’s what happened.

Cordelia Kate:

And then by the time I was given the opportunity to go on the COVID register as a retired nurse at 29, I was like, “Oh, turmoil.” I was like, “Oh my God, I feel like I need to do this.” And so I ended up signing up to go on that register. And by the time they got round to getting back to me and saying, “You’ve been accepted. We need to interview you. We need to do this, we need to do that.” I’d had so many people come to me saying, “Cordelia, I need your help.” I was fully booked with clients. With three children at home as well, school shut, didn’t have time to also go back on the register. And so didn’t.

Cordelia Kate:

It was a big decision, but in the end, I didn’t really have much choice about. So, that’s how it was born. We just hd week 29 today. So it’s my 30th week next week. We’re going to do something fun for that. And it’s going strong. We’ve got 450 businesses in the network now. Like I say, we’ve done about 50 grand in sales. And I tell you, it is all off the back of just being loud. People are now aware of my skillset because I just got louder. And I got louder in a way that was to help people without asking for anything in return and then the magic happened.

Nick James:

Cool. So a few critical questions. I’m imagining people are watching this going, “Hold on, hold on, hold on. Back up a second.” You got 15 people to the first one, great. You’ve now got 450 members in the network, how did you do that? Let’s go there first. Then I’m going to ask you about how did you monetize the network and turn it into 50 grand in sales in a short period of time.

Nick James:

But first and foremost, I think the biggest problem most coaches have is they don’t have a big enough audience that see them as an expert. They don’t have 450 people in their network that go, “Hey, when it comes to online marketing and growing a business, Cordelia is the person I need to go to.” They don’t have that. And you said, “I just got really loud.” Brilliant. But be more specific for us, what do we need to do tactically, specifically, to go from zero in March and 15 people at the first meeting, to 450 businesses in the network?

Cordelia Kate:

Yeah. Well, my philosophy is you got to get clearer and then get louder and then you get sales. And that’s because you can’t be loud if you’re not clear. You’re not going to make sense, you’re not going to have confidence. And so the first step is to be really clear about what it is that you’re doing. And I was so clear, so that helped. And then it was a case of I market on Facebook and Instagram and also a bit of LinkedIn. I hate LinkedIn, it’s not really my style. It’s a bit gray on LinkedIn. When I’m on LinkedIn, I’m sort of not conforming to what LinkedIn want me to be. But I just shouted really loudly. See, I’m all about organic marketing. And so for me, I’m determined to get to six figures, which I’m very close to in terms of what we’re launching next and where we’re going. Get to six figures on organic, with no paid ads whatsoever. And this is what I teach as well.

Cordelia Kate:

So it’s just a case of one, having a weekly event which I call pillar content that happens inside a Facebook group. It’s not even inside, the Facebook group just more supports it. But it’s a piece of pillar content that happens every single week. Same time, same place, each week. So people start to remember, “Oh, it’s 10:30 on a Wednesday. It’s Rebellious Business Network Time.” And it’s the same Zoom link all the time so it’s really accessible. And it’s free to join, so it’s just super accessible. The second thing is that I market it every single week as if we’ve got a new event. I did Facebook events, I put the thing on Eventbrite, I’m doing Instagram stories. We’re getting speakers in every week as well.

Cordelia Kate:

Sometimes I’ll run it and sometimes we’ll get a speaker. Like you came last week, which was amazing. We had George Theodosiou today, we’ve had Nikki B. We’ve had some really awesome people come and speak. And we will then do an interview like this, for instance, prerecord it, send it out to our list. That’s a key as well. We’ve been list-building. So we haven’t just got people into a Facebook group, we’ve been getting people into a Facebook group via a landing page to come and join this so that we’re list building as well. We’ve got more people on our list than we’ve got on the Facebook group, for instance.

Cordelia Kate:

We just basically shout it from the rooftops as much as we can, and just backlinked to that landing page and to the Facebook group. I think the key is having something valuable and different that is wrapped up in the form of pillar content that people can have access to that’s actually going to help them in their time of need right now in a specific way and knowing who your audience is.

Nick James:

Yeah. And what I love about that is it’s very aligned with, again, in those who are in my community that listen to the podcast, maybe have attended some of our events, you know that I talk a lot about this kind of three steps in my mind to any successful marketing campaign or promotion. And of course, there’s lots of tactical applications to this. But number one, create something genuinely unique and different. And so when The Rebellious Business Network was created, all the networking events had stopped, but people hadn’t really picked up the online networking bit just yet. So the timing was perfect, couldn’t have been better. Because it was a week before lockdown, so you were kind of ahead of the curve, which was great. So relatively already different.

Nick James:

The second thing is then, drive everyone to one place. And so your one place is a simple landing page where they go to join the network. And once they’ve done that, then they can attend every single week for free. So it’s a nice low barrier to entry. And then step number three, which you call shout from the rooftops and get loud, I call use your assets. So use your Instagram following, your LinkedIn connections, your Facebook friends, your email list, even down to contacts in your mobile phone. You can send text messages, WhatsApps inviting them. Linked reviews, everything you possibly can.

Nick James:

Obviously, you brought speakers in and the speakers tell their community as well. And of course, when you’ve got 450 people in your network, all of a sudden you attract some pretty great speakers who have got audiences that they’ll promote to. So I think those three steps which you followed perfectly to the letter have worked really well to get you those 450 people in the network. The consistency as well, I think is key. Weekly, every single week, same time, same link. I spoke last week, I think it was, and the attendance was amazing. I was really, really impressed and people were super engaged as well. It was amazing.

Nick James:

So first of all, by the way, if you’re finding this valuable, useful, we’ve had some nice comments, smash the likes and loves to show some appreciation for Cordelia sharing how she’s built The Rebellious Business Network here with us this evening. Come on, give us some likes and some loves. We’d really appreciate it.

Nick James:

Then second thing, now you’ve built that audience, that network, what has been your primary strategy for moving those people from, let’s face it, they’ve said, “Yeah, I want to join RBN for free.” And maybe they start attending the odd meeting here and there. How have we moved those people to become paying clients and you’ve done really well at getting paying clients. And I think you said you’ve done 50K in sales already. It’s end of March. Pretty cool. What, April? So April, May, June, July, August. 50K in less than six months. I mean, that’s incredible really from a standing start. So what’s been your strategy for conversion from member of the network for free, into paying client?

Cordelia Kate:

Yeah. I think [inaudible 00:13:39]. Can you hear any of that feedback?

Nick James:

Yeah, the audio is not a hundred percent great. I’ll tell you what, I’m going to mute myself while you’re speaking. Maybe that will help.

Cordelia Kate:

Let’s try that. Yeah, that stopped it. Oh, I don’t know. So the first thing that I want to stress is that when we launched The Rebellious Business Network, it was not ever in the intention of, “I’m going to give something to people for free so that they will then become customers.” And I think that there’s something really magical that comes from having that intention of just giving value. Now, a lot of people won’t start a podcast, for instance, because they can’t see the direct fine line for remuneration for doing that. And in my eyes, there’s two buckets of ideas. There’s this little bucket of ideas over here, all the crappy little ideas in there, and they’re doing good, but they’re not really that great. They don’t really have much leverage. And then you’ve got this massive pot of ideas over here, which is like, “How can I help people? What can I do to help people right now?” This little pot of ideas over here is, “How can I make money?”

Cordelia Kate:

Now the difference between them is that this little pot of ideas over here is all about me, and this big pot of ideas over here is all about them. And when we’re operating from this little pot of ideas, we have this lens on, which is, “How can I make money?” Which makes us accidentally selfish and not able to see the power in doing things that don’t necessarily have a direct financial impact but are providing a lot of value. And that’s things like podcasts, launching a free group, and I don’t know, things like that that don’t have a planned out funnel. So I really want to stress that that was accidental, because what happened is that initially… I saw this post yesterday that I put out and I remembered exactly what I did, which is that I just started offering people free calls.

Cordelia Kate:

I was like, “If you are struggling right now, if you’re freaking out, if you’re panicking, if you don’t know where your next client’s coming from, I’m opening up my calendar. I’m doing calls. If you’ve just got some stuff going on at home or if you it’s a business-related thing, either way, jump on.” For me, it’s great, I’m getting coaching practice. I’ve just come off a Master Coach course with your mum. I get to practice doing coaching, I’m also able to help people. But doing that then led to people jumping on a call, and then it was like, “Oh my God, I can actually really help you. You just need a solid strategy in place and to get your online marketing sorted out. And your messaging is a bit whack, so we need to just tighten that up and you’re going to kill it.”

Cordelia Kate:

And so once I started realizing that, I then create something to offer. And look, it wasn’t cheap. It’s not cheap to work with me, but I do get results. And that’s the thing, is that it is quite a big jump between free and paid, but it’s about the amount of value and it’s about jumping on that one-to-one call. And it’s not a sales call, it’s a call where I’m actually giving these people value. If they feel like a good fit for me, then I may caveat that into a sales call. If I know I can help them, I’ll caveat that. Or I’ll say, “Look, let’s jump on another call. How do you feel about that kind of thing? To discus maybe putting a strategy together or whatever,” blah, blah, blah. And then we’ll have that conversation. But that’s what I did.

Nick James:

Yeah, good. I think there’s a few key things that have come out here. Number one is the intention at the start was about them, not about you. I think that’s really important. Then the second thing was, look, once you’ve added loads of value, built the community, you go, “Look, if there’s any way that I can help, let’s jump on a call. I’m opening my diary.” Which by the way, think about it logically, you are running the network once a week. Yes, you’ve got the marketing to do, but in the early stage you didn’t have any clients. So you’ve just done the coaching course, it’s good practice. You open up your diary, you do some calls, and some of them naturally turn into clients. But the way, little bit of detailed information, what was when you started, because people maybe who have tuned in are in this position, what was the offer, the coaching package when you started? I’m sure it isn’t that now, but what was it back then?

Cordelia Kate:

Yeah. Well, originally when I started, I started business consulting about two, three years ago. And I was doing that for free for a long time or on a salary because I was doing it for other people’s clients. Then in February-

Nick James:

I mean this may be [crosstalk 00:18:08].

Cordelia Kate:

Yeah. As I was selling about five sessions for 500 quid, initially. And look, that’s just confidence. Because I also had this other package and that was the down-sell, but I didn’t feel confident in that and so I down sold it. This little down-sell version of it. And it’s like I say, you got to get clear before you can get loud. It’s the same with sales. If you’re not confident in what you’re selling, you ain’t going to sell it. You’re going to talk yourself out of it.

Nick James:

So what did you switch to if it a block of session was 500 quid, but you know I am like, “Do not sell by the session ever.” But, [crosstalk 00:18:48].

Cordelia Kate:

It wasn’t a down-sell, but it still was awful.

Nick James:

Yeah. So what did you move to? What was the change in offering that really started to make the difference for you in terms of attracting clients, closing business, and getting paid?

Cordelia Kate:

Yeah. So I think working with the first couple of people just allowed me to iron out my process and really realize what people needed from the guys I’ve been working with. So I created just three months, one-on-one with implementation support. Because it’s one thing to sit down and just roll out strategy with someone, it’s another thing for them to implement it. So they’ve got me on WhatsApp. We’re just voice noting each other in between. Everyone’s really respectful. I don’t get bogged down with that, but it’s really nice balance., But it gives them that support in between sessions. And now I’ve increased that to six months.

Nick James:

And what was the fee for the three-month program?

Cordelia Kate:

The three-month program, it was initially two, then it went up to two and a half, and now it’s 5K for six months.

Nick James:

Great. So now it’s 5K for six months. So obviously you can see the journey. Those that have tuned in going, “Well, it started off as 500 quid for five sessions,” which wouldn’t be my advice, but will give us somewhere to start. I think the big shift was to go two and a half grand for three months, which was definitely following our philosophy of selling packages and length of time rather than number of sessions at two and a half. Now, of course, it’s six months for 5K. So five-

Cordelia Kate:

Just to interrupt there, just to add something there, I think the biggest shift in my ability to sell higher ticket like that was actually realizing that I’m not in this game for no, excuse my French, bullshit transformations that aren’t going to have any impact. And so by putting that higher ticket on the commitment increases. And so it actually causes a deeper transformation for my clients and we’re both a hell of a lot more committed. And so that’s what it comes down to. I’ve still got a client that hasn’t finished off their five sessions for 500 pounds with me. They just haven’t finished it off because it doesn’t mean much to them.

Nick James:

Because it’s value. Whereas when it’s 5K for six months, especially when some of these are even maybe struggling or they’re in the early stages of business, that’s a solid commitment. They’re all in, they’re going to follow through, they’re going to implement. I mean, I often talk about this, that the greater the financial investment, regardless of what you actually do with them, the more likely they are to get a return on that investment because they will do a hell of a lot more work, they’ll be a hell of a lot more committed, they’re more likely to follow the advice and the strategies that you give them.

Nick James:

So final question before we wrap up. I want to be respectful of your time, I know it’s getting late. Tell me about the 22 grand launch. What did you do with that specifically?

Cordelia Kate:

Well, that was like being a headless chicken on a death side, I tell you. I just went for it and I gave myself a deadline that was public that I had to hit. And then I realized just how much work there was to launch a group coaching program. But it was one of those things, once you’ve launched one, you can now launch it again because you’ve got the emails written now, you’ve got the content and everything.

Cordelia Kate:

So cut a long story short, we did a five-day training into The Rebellious Business Network, which was all about helping you find more clients online. And then off the back of that, we opened the car to the Rebellious 10K Bootcamp, which was a 10-week, still running, we’re in week nine, 10-week training program to get people to their first 10K a month in sales through implementing, strategies, and also having some expert trainers come in, et cetera, et cetera. It’s just an intensive course. So we did-

Nick James:

What was the investment in the course?

Cordelia Kate:

1,297.

Nick James:

Cool. All right. So you did five-day training for free and then made the offer, 22 grand in sales. So 115, 20, people enrolled. And what’s great about that is that’s not one-to-one anymore. So obviously you got to the point when you’d got a bunch of one-to-one clients, and then, of course, you probably get to the stage where you go, “There’s a bunch of people that really need my help, for whatever reason they don’t want to make the investment of 3, 4, 5K in one-to-one, here’s an opportunity for them to invest less money.” And for you, it’s less of your time involved, so it’s a much more leveraged version. 22 grand from a five-day launch. I’m sure it was a lot hard work, but like you say, you can rinse and repeat that launch again and again now because you’ve got the majority of the work done, I guess.

Nick James:

Pretty impressive I must say, to go from literally new business, zero, standing start in March, six months later, 450 in the network, over 50 grand in sales, loads of clients. Just hats off to you. I mean, it is not very often that people get that kind of result that quickly. You’ve done an absolutely amazing job. It’s been a pleasure to see you on that journey. We’ve got two minutes left. What final words of wisdom do you have for the Expert Empires Community?

Cordelia Kate:

Feel the fear and do it anyway. I tell you what, I have been a lot of terrified. It’s also been building a team. And then today coming to Mastermind was the first time that I just let go of the business and gave it to the team to come to Mastermind today. There’s been a lot of fear. There’s a lot of fear. It’s fear that you’re going to ruin your reputation, it’s fear that it’s not going to happen, it’s fair that you’re going to look stupid. There’s fear that it’s going to crash, there’s fear that you’re not going to be able pay your team once you’ve got one. But it’s having that self-belief and that faith and just pushing through it anyway because it always works out. And if it doesn’t, we learn from it, because market is mindset. You test something out, it didn’t work. Awesome, you’ve got some data. Didn’t work, let’s try something else. But yeah, that’s what I say.

Nick James:

Love, love, love that attitude and definitely the kind of attitude that will get you places in our industry. So thank you, Cordelia, so much for joining us here this evening. Thanks everyone for tuning in. Show some appreciation with the likes and the loves. By all means, if you watch him on my Facebook page, hit the share button, share this with your community. Maybe even tag somebody in this video that you think would need to hear it or would benefit from this message. If you’re not watching live this evening and you’re catching it on replay, please drop a hashtag replay into the comments as well so we know who’s tuning in.

Nick James:

And that is it for this evening. Thanks again, Cordelia, for joining us. Thanks everyone for tuning in. See you soon. Remember as always, when we connect, we collect.

Cordelia Kate:

Thanks, Nick.

HOW I Generated 22k in Lockdown Interview between Nick James and Cordelia Kate

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