Today our guest Celi Arias shares her approach to business coaching, which involves simplifying complex business strategies and encouraging self-reliance among clients.
Connect with Celi:
Key Takeaways from this episode:
1. Trust your instincts and have confidence in your business,
2. Arias emphasized on how in business no idea is completely new.
3. Companies need to know how their customers are describing them.
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Simple and Smart SEO Show Podcast Transcript:
[00:00:00] Brittany Herzberg: Crystal and I have yet another one of my, probably like one of the most influential people in my life. As of 2023.
[00:00:06] Brittany Herzberg: We have Celi Arias.
[00:00:07] Brittany Herzberg: I know. Deep breath, Celi. Hi ladies.
[00:00:10] Celi Arias: I receive that. Thank you so much.
[00:00:13] Brittany Herzberg: No, thank you.
[00:00:15] Crystal Waddell: So hi. Welcome to the podcast .
[00:00:17] Celi Arias: Hi Crystal. So nice to meet you.
[00:00:20] Brittany Herzberg: We just felt like 30 minutes talking and we're like in the middle of a conversation.
[00:00:24] Brittany Herzberg: We were like, oh, we should probably record this and do what we said we came here to do.
[00:00:28] Crystal Waddell: Yeah, for sure. I heard you say just a moment ago that you're living in Greece right now.
[00:00:33] Crystal Waddell: So can you tell us a little bit, first of all, what you do and all that.
[00:00:38] Crystal Waddell: But like, how did that take you to Greece? Or how did you end up in Greece?
[00:00:42] Crystal Waddell: Did you start your business in Greece?
[00:00:43] Crystal Waddell: Like where did those things intersect in your life?
[00:00:46] Celi Arias: Good question.
[00:00:47] Celi Arias: I would say, interestingly enough.
[00:00:49] Celi Arias: My business did take me to Greece.
[00:00:52] Celi Arias: In a weird turn of events, I a friend of mine calls me a business basics [00:01:00] revivalist.
[00:01:00] Celi Arias: So that's a shout out to my master's in theology. I wanted to be a pastor.
[00:01:06] Celi Arias: I turned into a business coach instead.
[00:01:08] Celi Arias: Because I realized that after, at that time, 25 years in business.
[00:01:14] Celi Arias: My business knowledge and skills was the way that I would impact and help people.
[00:01:18] Celi Arias: And I'm now also a strategist and a certified mindset coach.
[00:01:22] Celi Arias: And my business has taken a pivot this past year and is really on a growth trajectory itself.
[00:01:30] Celi Arias: And my partner is Greek.
[00:01:33] Celi Arias: My fake husband, which all the social webs know that I have a fake husband.
[00:01:38] Celi Arias: And know the story.
[00:01:40] Celi Arias: And he really wanted to be in Greece for several months.
[00:01:44] Celi Arias: And my initial reaction to that was like, absolutely not. Please do not asked me to leave the U. S.
[00:01:51] Celi Arias: My comfort, my home, my comfort zone, which is something I teach a lot about.
[00:01:56] Celi Arias: My time zone, my clients, events, [00:02:00] possibility of speaking out of it.
[00:02:01] Celi Arias: Do not remove me from that.
[00:02:03] Celi Arias: And he looked at me and said, isn't this like what you teach people to do?
[00:02:08] Celi Arias: How to build businesses that then let them have the lives and the family life that they say they want?
[00:02:15] Celi Arias: And I was like, Ooh, low blow fake husband. There's a reason why you're still fake husband.
[00:02:23] Celi Arias: And I was like, Oh man, he really rarely does he one up me like that.
[00:02:28] Celi Arias: And so I was like, okay, challenge accepted.
[00:02:31] Celi Arias: So we are here for a total of four months and yeah, I'm putting my business.
[00:02:39] Celi Arias: While it's in this major growth phase and up leveling.
[00:02:44] Celi Arias: I decided to also do it from a totally different time zone and challenge myself to have my mornings to roam Athens and Greece.
[00:02:52] Celi Arias: And have fun and do things with joy and ease and make funny reels.
[00:02:57] Celi Arias: And talk about life and not just business all the [00:03:00] time.
[00:03:00] Celi Arias: So, it is a part of my business.
[00:03:02] Celi Arias: To walk my talk and to show that business is a journey. It's a journey that we're on.
[00:03:10] Celi Arias: And I like making myself just as uncomfortable as I make my clients, I say.
[00:03:15] Celi Arias: I find I found that I make my clients really uncomfortable.
[00:03:20] Celi Arias: And so I feel like it's only fair. Yeah. Only to make myself uncomfortable too.
[00:03:25] Brittany Herzberg: Exactly. No, and she was in, was it last week that you did the training from Althorp?
[00:03:32] Celi Arias: Oh, my Lord, that was amazing, right?
[00:03:35] Brittany Herzberg: I jumped on that replay and I was like, I'm sorry, I've seen this in a documentary.
[00:03:39] Brittany Herzberg: What are you doing around all of these like wealthy people and this gilded everything and she's guess where I am.
[00:03:45] Celi Arias: Yes. So I have a few private clients that I help when they have projects that I really believe in.
[00:03:52] Celi Arias: I have a client in England who is changing the game for climate compost.
[00:03:56] Celi Arias: And they had an event at the Althorp estate.
[00:03:59] Celi Arias: [00:04:00] Which was all around farming.
[00:04:01] Celi Arias: And I got invited to the event to be there.
[00:04:04] Celi Arias: And, but still, I'm like, I have my Roadmap to Millions call though, today at 5pm.
[00:04:10] Celi Arias: Is there a room where I can take my call?
[00:04:12] Celi Arias: And they let me do it.
[00:04:13] Celi Arias: So that's what Brittany is referring to is that I led a group training from A dining room in Althorp.
[00:04:19] Celi Arias: I'm very dedicated to my clients.
[00:04:21] Brittany Herzberg: No, you are. Yeah. Where Diana Spencer grew up and it's buried now.
[00:04:26] Brittany Herzberg: You like do a wonderful job of running your business from anywhere that you are.
[00:04:30] Celi Arias: Part of my ethos is demystifying business.
[00:04:34] Celi Arias: I have an MBA. I've been in business for a really long time.
[00:04:37] Celi Arias: I've been a founder. I've built businesses.
[00:04:39] Celi Arias: I've been in corporate sales. I've been a COO. I've been in it so long.
[00:04:43] Celi Arias: I remember in the beginning in my corporate career or even working for startups.
[00:04:48] Celi Arias: There was all this rhetoric.
[00:04:49] Celi Arias: I remember 15 years ago when people were like, content is king.
[00:04:53] Celi Arias: And it was like this whole wave in the industry of you needed to understand what that meant.
[00:04:58] Celi Arias: And I was like, by [00:05:00] content, do you just mean like writing? And social media?
[00:05:05] Celi Arias: Everybody was talking about it.
[00:05:06] Celi Arias: Like this thing that you need to know and master and be on top of.
[00:05:10] Celi Arias: And I was like, wait, when we say content, are we just talking about like writing?
[00:05:15] Celi Arias: So there's so much rhetoric in business and business strategy that actually holds people back from being themselves.
[00:05:23] Celi Arias: And because there's so much you believe you don't know.
[00:05:26] Celi Arias: And you believe you don't understand.
[00:05:28] Celi Arias: And you get into all these thoughts, feelings, and beliefs of, I don't know enough.
[00:05:33] Celi Arias: So therefore I'm not enough.
[00:05:34] Celi Arias: So therefore I can't raise my hand, so therefore I can't, right?
[00:05:38] Celi Arias: My whole ethos is breaking that down. Because I have an MBA.
[00:05:41] Celi Arias: And I've learned all the rhetoric.
[00:05:43] Celi Arias: And even in my, even in MBA school.
[00:05:46] Celi Arias: I'd be like, Professor, do you mean? Does that word mean this?
[00:05:51] Celi Arias: I was always that kid in the class that's are we just putting a word on this?
[00:05:58] Celi Arias: I really also believe, [00:06:00] walk your talk.
[00:06:00] Celi Arias: Take a call from wherever you are.
[00:06:03] Celi Arias: Show up in your humanness.
[00:06:05] Celi Arias: Show up in your spotty Wi Fi, show up in your humanness. Non professional dress and really deliver for people.
[00:06:11] Celi Arias: And when I do that, I think that people go, Oh, you mean we can do that?
[00:06:16] Celi Arias: You mean we can run our business that way? And I'll, I will say this.
[00:06:20] Celi Arias: I'm a trained dancer.
[00:06:21] Celi Arias: I trained to be a professional dancer.
[00:06:23] Celi Arias: I trained as a ballerina.
[00:06:24] Celi Arias: And that world is really rigid.
[00:06:27] Celi Arias: And disciplinary.
[00:06:28] Celi Arias: And Actually, where I learned about systems is dance, really systematic.
[00:06:34] Celi Arias: And really linear.
[00:06:36] Celi Arias: And then in college, I had this ballet teacher who was a woman of color.
[00:06:42] Celi Arias: She was tall, she was muscular, and she was hilarious.
[00:06:47] Celi Arias: And said all the inappropriate things.
[00:06:50] Celi Arias: And I remember my brain going, you mean you can do that?
[00:06:53] Celi Arias: And she was a professional dancer and she was a prima with the Ballet Theatre of Harlem.
[00:06:58] Celi Arias: She's one of my best friends now in the [00:07:00] world.
[00:07:00] Celi Arias: Brilliant woman.
[00:07:02] Celi Arias: But I remember being like, can you, can your ballet teacher say that?
[00:07:07] Celi Arias: And so there's something that happens in our brains when someone just opens the doors of possibility.
[00:07:13] Celi Arias: And opens the doors of permission.
[00:07:15] Celi Arias: And I think in what I see happening a lot in business.
[00:07:18] Celi Arias: And this just happened yesterday on our call in the recent cohort of roadmaps.
[00:07:23] Celi Arias: Where someone was like, Can I just run a webinar right now?
[00:07:27] Celi Arias: Just to one on one clients?
[00:07:28] Celi Arias: Even though it's not a more complex funnel?
[00:07:31] Celi Arias: And it's not leading to a bigger thing?
[00:07:33] Celi Arias: And it's not I'm not doing all the things everyone's saying I should be doing?
[00:07:37] Celi Arias: I was like, Yeah, girl.
[00:07:39] Brittany Herzberg: Yeah.
[00:07:40] Brittany Herzberg: But that's what you're good at.
[00:07:42] Brittany Herzberg: Like you get us to we so often, and I noticed this about myself two years ago.
[00:07:47] Brittany Herzberg: I was looking at other people for validation.
[00:07:49] Brittany Herzberg: I had an idea. But I needed to go check it with everybody else in the room.
[00:07:53] Brittany Herzberg: And then some. Just to see if it was okay.
[00:07:57] Brittany Herzberg: And last year was really the first year where I was like, [00:08:00] I'm going to stop doing that.
[00:08:01] Brittany Herzberg: I'm aware of it. I'm going to stop doing that.
[00:08:03] Brittany Herzberg: And yet it's this wall that I kept hitting and going through roadmaps.
[00:08:07] Brittany Herzberg: You're like, you could do that.
[00:08:08] Brittany Herzberg: I'm never gonna tell you no.
[00:08:10] Brittany Herzberg: But you could have this really challenging path.
[00:08:13] Brittany Herzberg: And your life will look like these things.
[00:08:14] Brittany Herzberg: Or you could go over here and make it a little simple and it's actually okay.
[00:08:17] Brittany Herzberg: And it's just oh, having someone draw those two pictures for you is just mind blowing.
[00:08:22] Brittany Herzberg: But it does like you, we don't become reliant on you.
[00:08:26] Brittany Herzberg: We more get trained.
[00:08:28] Brittany Herzberg: It's like training a new way of thinking.
[00:08:29] Brittany Herzberg: And like thinking of possibilities and mapping things out in your brain.
[00:08:32] Brittany Herzberg: And I know, and this is why I wanted to say it and jump the line of Crystal.
[00:08:37] Celi Arias: I'm going to cry.
[00:08:37] Celi Arias: My ultimate goal is for you to not be reliant on me at all.
[00:08:43] Celi Arias: And I think that there's a, I'm going to say this.
[00:08:45] Celi Arias: I think there's a problem in our industry with these guru unicorn coaches that know everything. And we have to go to for everything.
[00:08:52] Celi Arias: And that's why I've actually built frameworks.
[00:08:55] Celi Arias: And built trainings and teachings that intentionally get you [00:09:00] to think about your business as a business owner.
[00:09:03] Celi Arias: Because it's not that hard.
[00:09:04] Celi Arias: It's just that there's become this whole industry of making money off of you believing you don't know.
[00:09:10] Celi Arias: Yeah.
[00:09:11] Celi Arias: And there's a whole industry of people making money off of you, not trusting yourself.
[00:09:16] Celi Arias: And feeling like you need to triple check yourself.
[00:09:19] Celi Arias: So when my people start coming to me and going, Oh, I made this decision thanks to this exercise or this thing.
[00:09:26] Celi Arias: And I didn't even check it with you.
[00:09:28] Celi Arias: I'm like, amen, my work here is done.
[00:09:31] Celi Arias: So that makes me really happy.
[00:09:33] Crystal Waddell: There's a couple things I wanted to follow up on just really quick.
[00:09:37] Crystal Waddell: Because going back to where you were talking about making people uncomfortable.
[00:09:42] Crystal Waddell: I found myself on LinkedIn.
[00:09:43] Crystal Waddell: Because everybody said, Oh, you can get a lot more, bang for your buck.
[00:09:48] Crystal Waddell: For your time over there on LinkedIn or whatever.
[00:09:50] Crystal Waddell: And, we create the algorithm for ourselves. So I was speaking about SEO.
[00:09:55] Crystal Waddell: And I found myself in this SEO echo chamber.
[00:09:59] Crystal Waddell: Where it [00:10:00] was like this is what content is.
[00:10:03] Crystal Waddell: And this is a content strategy. And this is SEO.
[00:10:06] Crystal Waddell: And it was just like a regurgitation of everybody's thoughts.
[00:10:11] Crystal Waddell: That were all pretty much the same.
[00:10:13] Crystal Waddell: And I'm like, get me out of here!
[00:10:14] Crystal Waddell: So I'm doing everything I can to try to find my way to UX or....
[00:10:18] Crystal Waddell: I really should go design thinking actually.
[00:10:20] Crystal Waddell: Because that's probably the only way I'm going to get something unique, possibly.
[00:10:24] Crystal Waddell: But I noticed that over there on LinkedIn.
[00:10:26] Crystal Waddell: And how you were talking about people just feeling like they have to fit a mold.
[00:10:30] Crystal Waddell: Like being over on Instagram.
[00:10:32] Crystal Waddell: You see more creative business owners.
[00:10:35] Crystal Waddell: But being on LinkedIn.
[00:10:36] Crystal Waddell: It's like people are still thinking about, what people think of them professionally.
[00:10:40] Crystal Waddell: And their long term careers or whatever.
[00:10:41] Crystal Waddell: So it just feels a lot more buttoned up, and so I noticed that contrast.
[00:10:46] Crystal Waddell: Of how businesses approach things.
[00:10:49] Crystal Waddell: And then I thought.
[00:10:51] Crystal Waddell: When I first started, I was the same way.
[00:10:53] Crystal Waddell: Like wanting that validation.
[00:10:55] Crystal Waddell: But then also wanting to give credit.
[00:10:57] Crystal Waddell: To people who gave [00:11:00] me some sort of advice or thought.
[00:11:03] Crystal Waddell: That then triggered another thought of my own.
[00:11:06] Crystal Waddell: And so I felt Oh my gosh, I really need to make sure that I acknowledge this person.
[00:11:10] Crystal Waddell: And it wasn't until three years later, as I was reflecting on my first course.
[00:11:14] Crystal Waddell: I realized the problem with that was that then I'm just summarizing someone else's training.
[00:11:20] Crystal Waddell: In many ways.
[00:11:21] Crystal Waddell: It's Oh, so and so said this. And so that's why I'm saying this.
[00:11:24] Crystal Waddell: And I'm thinking.
[00:11:26] Crystal Waddell: If I'm going to take your course, I want to know what you have to say.
[00:11:28] Crystal Waddell: And so that thought like really released me to be able to have my own thoughts.
[00:11:33] Crystal Waddell: And not rely on other people's thoughts to justify what I believe to be true.
[00:11:37] Crystal Waddell: Or know to be true.
[00:11:38] Crystal Waddell: And then the last thing I used to be a volleyball coach and.
[00:11:42] Crystal Waddell: The goal. Yeah.
[00:11:44] Crystal Waddell: But the goal of great coaches.
[00:11:46] Crystal Waddell: I really feel like I totally agree with you.
[00:11:49] Crystal Waddell: You should be invisible.
[00:11:50] Crystal Waddell: At the end of the day, your players, your students, your business, people, whatever.
[00:11:56] Crystal Waddell: Whoever you're leading.
[00:11:58] Crystal Waddell: They should be successful and look at [00:12:00] themselves in the mirror.
[00:12:00] Crystal Waddell: And be able to say, I did it.
[00:12:02] Crystal Waddell: And, it's always nice to hear as a teacher, 20 years later.
[00:12:05] Crystal Waddell: Oh, you made a difference in my life or whatever.
[00:12:08] Crystal Waddell: I totally would love to hear that someday. And I, on Facebook.
[00:12:11] Crystal Waddell: If anybody ever says that it's so sweet, but immediately when they have success, it's not about us.
[00:12:18] Crystal Waddell: As teachers coaches or leaders.
[00:12:20] Crystal Waddell: It's about seeing them succeed.
[00:12:22] Crystal Waddell: In what they set out to do.
[00:12:25] Crystal Waddell: So I love that because that from an athletics perspective and a sports perspective and a coaches perspective.
[00:12:31] Crystal Waddell: That's exactly how I train my athletes.
[00:12:33] Crystal Waddell: I think it's just really important for people to grab a hold of that.
[00:12:36] Crystal Waddell: And say, at the end of the day.
[00:12:38] Crystal Waddell: If you are dependent on somebody else for your success.
[00:12:42] Crystal Waddell: Or for your outcome.
[00:12:44] Crystal Waddell: Then that's not probably the right coach for you.
[00:12:46] Crystal Waddell: Because you need to be able to do it on your own.
[00:12:49] Crystal Waddell: Whether they're there or not, because they may not always be there.
[00:12:52] Crystal Waddell: And at some point, we just need to grow.
[00:12:55] Crystal Waddell: And grow up in our businesses. So yeah. Those are all my knowledge vomits on that.
[00:12:59] Celi Arias: [00:13:00] Oh my gosh.
[00:13:00] Celi Arias: I love that you said we need to grow up in our business.
[00:13:02] Celi Arias: Because the thing you just said.
[00:13:04] Celi Arias: I know Brittany is already I know where this is going.
[00:13:07] Celi Arias: I actually am removing my name from my business, and I have already trademarked.
[00:13:13] Celi Arias: And I have the URL and I'm moving over.
[00:13:16] Celi Arias: So you guys can't steal this because it's trademarked.
[00:13:19] Celi Arias: I'm moving my whole business.
[00:13:20] Celi Arias: And it's all about like when you're ready to grow up.
[00:13:24] Celi Arias: When you're ready to grow up your business, I'm going to teach you the actual basic things that you need.
[00:13:29] Celi Arias: And then you're going to have the tools and you can go be a grown up.
[00:13:32] Celi Arias: And be the CEO of your business and really own it.
[00:13:35] Celi Arias: And the reason I'm removing my name from it is just because I don't want it to be about me.
[00:13:41] Celi Arias: And also if it becomes about me, that's very limiting actually.
[00:13:46] Celi Arias: Yeah.
[00:13:46] Celi Arias: So I could actually impact more people if I create these trainings that other people can be trained in.
[00:13:53] Celi Arias: There's a woman in France who was like, a few months ago.
[00:13:56] Celi Arias: I want to take your program but full disclosure.
[00:13:59] Celi Arias: I'm very [00:14:00] similar to do and I do similar work as you and I don't.
[00:14:03] Celi Arias: And I know I'm going to be tempted to copy your dashboards.
[00:14:06] Celi Arias: And copy your systems.
[00:14:07] Celi Arias: Because you gave me a sneak peek and I'm going to end up copying it.
[00:14:11] Celi Arias: And so that's why I'm not going to study with you.
[00:14:12] Celi Arias: And I was like, what a great problem to have.
[00:14:15] Celi Arias: I'll just create a program where you can get licensed in it.
[00:14:18] Celi Arias: Because I love this idea of it not being about me.
[00:14:22] Celi Arias: And it not being delivered through me.
[00:14:24] Celi Arias: And I just believe.
[00:14:27] Celi Arias: I have this very strange way of engineering things in my brain.
[00:14:31] Celi Arias: And creating systems.
[00:14:33] Celi Arias: Why don't I use that power for good and why don't I create things that I can then get people licensed in.
[00:14:39] Celi Arias: And teach it to them and give it to them and they go out into the world and teach it.
[00:14:43] Celi Arias: I agree with you.
[00:14:45] Celi Arias: The other thing you made me think of something about giving credit to everyone.
[00:14:49] Celi Arias: Here's the thing.
[00:14:51] Celi Arias: A few years ago, you guys are probably too young to know this, but.
[00:14:53] Celi Arias: There's really no new idea.
[00:14:56] Crystal Waddell: We just talked about this. There's no new thought. This There's no new under the [00:15:00] sun.
[00:15:01] Celi Arias: Yeah, there's no new thought.
[00:15:02] Celi Arias: Years ago, when Radiohead came out with Kid A.
[00:15:06] Celi Arias: Which is an album which you guys are probably too young to know.
[00:15:09] Celi Arias: It was like explosively different and powerful in the music scene at the time.
[00:15:15] Celi Arias: And there was this whole backlash retaliation of people.
[00:15:18] Celi Arias: Like, purists saying they weren't the first to create this sound, and this music.
[00:15:23] Celi Arias: Aphex Twin was the first.
[00:15:25] Celi Arias: But they're more obscure and small.
[00:15:26] Celi Arias: And I was like, Guys.
[00:15:28] Celi Arias: Artists have been doing this since the beginning of time, right?
[00:15:32] Celi Arias: Somebody does something and then we go, oh.
[00:15:34] Celi Arias: Artists do this really well.
[00:15:35] Celi Arias: They actually even know they're doing it.
[00:15:37] Celi Arias: It's almost like I put something out.
[00:15:38] Celi Arias: And Crystal gets inspired by it.
[00:15:40] Celi Arias: And she does a next iteration of it and it becomes this conversation.
[00:15:46] Celi Arias: So.
[00:15:47] Celi Arias: I think I always if I've actually learned something from someone or it's actually their thing.
[00:15:53] Celi Arias: I always give credit because I'm very careful of not sounding like I know everything.
[00:15:59] Celi Arias: It's [00:16:00] more to not sound like I know everything and have all the answers.
[00:16:03] Celi Arias: Because I don't think anyone does.
[00:16:05] Celi Arias: And also sometimes I acknowledge I learned this idea from this person.
[00:16:09] Celi Arias: And then I built on it and constructed on it.
[00:16:12] Celi Arias: And now have created a 10 times simpler version of it.
[00:16:15] Celi Arias: Like I've worked for two companies.
[00:16:16] Celi Arias: Two coaching companies in the past.
[00:16:19] Celi Arias: And I cannot say they did not influence my work.
[00:16:21] Celi Arias: And they didn't influence my trainings or my frameworks.
[00:16:24] Celi Arias: What I did was: what do I really not like about that framework?
[00:16:28] Celi Arias: Where is it too complicated?
[00:16:30] Celi Arias: I always teach things for people in the simplest way.
[00:16:33] Celi Arias: I was that girl in MBA being like, Professor, did you mean to say?
[00:16:39] Celi Arias: So that's how I create frameworks and trainings.
[00:16:41] Celi Arias: So my frameworks are obviously influenced by these two other companies I coached for.
[00:16:46] Celi Arias: And I learned their frameworks.
[00:16:47] Celi Arias: And I always thought they were just too laborious.
[00:16:49] Celi Arias: Too complex.
[00:16:50] Celi Arias: I don't think figuring out your consumer has to be a 12 step process.
[00:16:55] Celi Arias: My Lord.
[00:16:56] Celi Arias: I don't think you need a 40 page avatar exercise. My Lord.
[00:16:59] Celi Arias: [00:17:00] But I was definitely influenced by that work.
[00:17:02] Celi Arias: There is that fine line of knowing.
[00:17:05] Celi Arias: But I do think that this is how humans learn.
[00:17:07] Celi Arias: I think it's how we create.
[00:17:08] Celi Arias: I think it's how we evolve.
[00:17:10] Celi Arias: And sometimes you give credit.
[00:17:12] Celi Arias: And sometimes you also acknowledge.
[00:17:14] Celi Arias: No, there's a lot of Celi spice in here.
[00:17:16] Celi Arias: And I'm just going to own it.
[00:17:17] Crystal Waddell: The last thing I wanted to say before we probably swing it back to SEO.
[00:17:21] Crystal Waddell: I saw this meme the other day where it talked about, your "avatar.'
[00:17:25] Crystal Waddell: And it was a meme of two 70 year old men.
[00:17:30] Crystal Waddell: And one of them was Prince Charles.
[00:17:32] Crystal Waddell: And the other one was Ozzy Osbourne.
[00:17:34] Crystal Waddell: Oh, really. This is your avatar?
[00:17:36] Crystal Waddell: Like it's more about what people believe than their demographics.
[00:17:40] Crystal Waddell: And I was like, yes, that's so good.
[00:17:42] Brittany Herzberg: Okay. Quickly too. There were some things you guys were talking about.
[00:17:46] Brittany Herzberg: I want to wrap up those loose ends and then yeah.
[00:17:47] Brittany Herzberg: We'll get back to SEO. We'll get back to what we're here for.
[00:17:51] Celi Arias: I told you this is going to be dangerous. The three of us could talk for hours about all kinds of things.
[00:17:56] Brittany Herzberg: So look.
[00:17:57] Brittany Herzberg: It is my personal mission to make you not the [00:18:00] internet's best kept secret.
[00:18:00] Brittany Herzberg: So this is how we're going to do this. We're just going to have you back on the show time and time again. But talking about like
[00:18:06] Brittany Herzberg: crystal, I think it was you who said something about being able to do things on your own.
[00:18:10] Brittany Herzberg: Daniel and I watched a show recently about different parenting styles and it was.
[00:18:15] Brittany Herzberg: I really appreciated these parents and these families being so vulnerable.
[00:18:19] Brittany Herzberg: And open to going and having the world judge what they do.
[00:18:22] Brittany Herzberg: Because, it just opened up so many different dialogues.
[00:18:26] Brittany Herzberg: What do we like? What do we not like?
[00:18:28] Brittany Herzberg: What crap from our past do we have? Like, all these things.
[00:18:31] Brittany Herzberg: But one of the biggest take home lessons was, like, some of these kids didn't trust themselves.
[00:18:39] Brittany Herzberg: And I could see in myself.
[00:18:41] Brittany Herzberg: I'll just speak for myself.
[00:18:42] Brittany Herzberg: How that came all the way with me to adulthood.
[00:18:45] Brittany Herzberg: And it was just so mind blowing.
[00:18:49] Brittany Herzberg: And I'm watching these kids and I'm like, okay. I see that. I see that in my peers.
[00:18:53] Brittany Herzberg: I see that in myself. I see that in business.
[00:18:55] Brittany Herzberg: And I'm sure Celi, like you're nodding.
[00:18:57] Brittany Herzberg: Like I, I know that we all see this in each [00:19:00] other, and that is just....
[00:19:01] Brittany Herzberg: I guess I'm bringing it up because it's so important to me.
[00:19:03] Brittany Herzberg: Because it resonated with me. And even bringing this in into SEO.
[00:19:08] Brittany Herzberg: It's like, when we can be ourselves.
[00:19:11] Brittany Herzberg: Know our mission, know who we're helping.
[00:19:13] Brittany Herzberg: Know how we're helping them, and articulate that in a way that magnetizes and attracts the right people to us.
[00:19:20] Brittany Herzberg: That's freaking magical.
[00:19:21] Brittany Herzberg: So when we can stop doing these umpteen page avatar exercises.
[00:19:26] Brittany Herzberg: And focus on what it is that we like that lights us up.
[00:19:32] Brittany Herzberg: The stuff that we want to do, the stuff that resonates with us, those people are going to find you. Those people are going to just, I don't know how they find you.
[00:19:38] Brittany Herzberg: They're like these little like fruit flies where they're just like miles and miles away and they find you.
[00:19:42] Brittany Herzberg: So there is some stuff that we can do with SEO to attract the right people and help them find us a little easier.
[00:19:50] Brittany Herzberg: So Celi, I know we're like possibly in the middle of the episode.
[00:19:53] Brittany Herzberg: However, one thing I love asking people is: How do you define SEO?
[00:19:57] Brittany Herzberg: And there's no wrong answer [00:20:00] just whatever it is.
[00:20:01] Celi Arias: That's a great question.
[00:20:03] Celi Arias: I mean, my understanding I'm like wow.
[00:20:05] Celi Arias: Now I'm on in the hot seat with the two experts.
[00:20:08] Brittany Herzberg: And I just threw you in there.
[00:20:10] Celi Arias: Yeah, you just threw me in the hot seat.
[00:20:11] Celi Arias: My understanding is similarly to some of the work I make people do in my program.
[00:20:16] Celi Arias: So you'll understand this.
[00:20:17] Celi Arias: Is understanding how your people are describing you.
[00:20:21] Celi Arias: Or what words they're using to find you.
[00:20:25] Celi Arias: Rather than what words, from your perspective, you think they're using to find you.
[00:20:31] Celi Arias: Brava. That's me. That's me. Yes. So also, by the way, you're never going to get there by imaginary avatar work.
[00:20:37] Brittany Herzberg: No.
[00:20:38] Brittany Herzberg: No. Yeah. And you have the best, like just subtle plug. You have the best. And I love market research. I love talking to my people.
[00:20:45] Brittany Herzberg: I love asking questions. I listen all the time.
[00:20:47] Brittany Herzberg: But Celi, you have the best voice of customer research exercise ever for questions.
[00:20:53] Brittany Herzberg: You're done. Amazing. I'm done.
[00:20:55] Celi Arias: Thank you.
[00:20:57] Celi Arias: Again, all of my, all, every single one of my [00:21:00] trainings is me racking my brain going.
[00:21:02] Celi Arias: What is the minimum viable system here?
[00:21:07] Celi Arias: That I need to give someone to get them a result.
[00:21:11] Celi Arias: Could we do those voice of consumer interviews with 10, 15 questions?
[00:21:14] Celi Arias: Absolutely.
[00:21:15] Celi Arias: But what's, when I like keep pulling away the layers.
[00:21:20] Celi Arias: What's the minimum thing I need you to understand about your audience?
[00:21:25] Celi Arias: And it was those four questions. Yeah. And it's magic. Yes, it is. magic.
[00:21:30] Crystal Waddell: I was working on a website for an e commerce store recently.
[00:21:33] Crystal Waddell: They had a domain authority of 30.
[00:21:36] Crystal Waddell: They're coming to me and they're saying can you help us figure out how to get more clients?
[00:21:40] Crystal Waddell: And so I am doing this technical SEO audit. Domain authority is 30.
[00:21:46] Crystal Waddell: A great small business domain authority usually falls around 15. So that definitely caught my attention. I thought, huh.
[00:21:52] Crystal Waddell: Wow, how did you do this?
[00:21:54] Crystal Waddell: And I'm looking down, there was a, like a collaboration with a famous [00:22:00] person with one of their products.
[00:22:01] Crystal Waddell: Which was pretty cool.
[00:22:02] Crystal Waddell: There's lots of press. They had a very I don't know what you call that. Like social, socially prominent issues, in their product offering or whatever.
[00:22:11] Crystal Waddell: So it's it's a very timely product offerings.
[00:22:14] Crystal Waddell: If people are searching to support different social issues.
[00:22:16] Crystal Waddell: But I said, like, how did you do this? And it was like, we don't know.
[00:22:20] Crystal Waddell: We don't know how it happened.
[00:22:21] Crystal Waddell: And I'm like, you are a unicorn.
[00:22:23] Crystal Waddell: So if you're listening right now, you know that I'm talking about you.
[00:22:26] Crystal Waddell: Because I sent him pictures of unicorns and stuff like little memes of unicorns.
[00:22:30] Crystal Waddell: I just want to really urge people.
[00:22:32] Crystal Waddell: Whether you have an e commerce store or something else.
[00:22:35] Crystal Waddell: Before you change anything, talk to one of your clients, let them show you, this is something in UX called user research.
[00:22:45] Crystal Waddell: And it sounds like what you have in your program is like a client research type thing or whatever.
[00:22:51] Crystal Waddell: Like being able to understand how your clients use your website is a big part of SEO.
[00:22:58] Crystal Waddell: Even taking it [00:23:00] back a step and just saying, Hey, show me how you would search for this in Google.
[00:23:05] Crystal Waddell: And let them lead you on the path.
[00:23:08] Crystal Waddell: So you can see what words they use to find your product.
[00:23:12] Crystal Waddell: What experience they have when they get to your website and you know what that process is like.
[00:23:18] Crystal Waddell: Make sure that you allow at least one of your customers to take a look.
[00:23:23] Crystal Waddell: What customer suggestions did you guys get?
[00:23:26] Crystal Waddell: Or, what did they say was wrong or, what to improve or whatever.
[00:23:28] Crystal Waddell: Oh we didn't talk to any of our customers.
[00:23:31] Crystal Waddell: I get it. When you first design a website, you're just putting something up there, right?
[00:23:35] Crystal Waddell: Because you're putting your flag in the sand that this is our business.
[00:23:38] Crystal Waddell: Here's our address, whatever.
[00:23:40] Crystal Waddell: But when you start to make changes, you can make informed changes. These don't have to be guesses anymore.
[00:23:46] Crystal Waddell: You can go to your customers.
[00:23:48] Crystal Waddell: You can go to people who might buy your product.
[00:23:50] Crystal Waddell: Even people who wouldn't buy your product.
[00:23:52] Crystal Waddell: Get feedback on how it can be easier to navigate your site and
[00:23:56] Crystal Waddell: get found in search.
[00:23:58] Celi Arias: Think that's true for [00:24:00] everything.
[00:24:00] Celi Arias: So I'm going to give you a few examples in personal and client.
[00:24:04] Celi Arias: Personally, fairly recently I was speaking to a colleague who's very similar to me in what she does.
[00:24:11] Celi Arias: She's a strategist and she's a very kind of what I used to do.
[00:24:15] Celi Arias: Very high level strategist for high earning companies.
[00:24:22] Celi Arias: And she said to me, I love your website copy. Who did it?
[00:24:28] Celi Arias: And I said basically me right now.
[00:24:31] Celi Arias: But the fact that you love it means I need to work on it.
[00:24:34] Celi Arias: She loved it because she loved it and she gets it.
[00:24:39] Celi Arias: But she's not my client.
[00:24:41] Brittany Herzberg: Let's just let that land,
[00:24:44] Celi Arias: everyone.
[00:24:45] Celi Arias: And so I, as a good business strategist, I am, instead of taking that as a compliment, I was like, Oh, thank you.
[00:24:52] Celi Arias: And immediately I went Ooh, we got work to do.
[00:24:55] Celi Arias: We got to change things up. Cause she's not looking for me.
[00:24:58] Celi Arias: She's impressed as a [00:25:00] colleague.
[00:25:00] Celi Arias: Not who I'm trying to speak to and impress. That's number one.
[00:25:04] Celi Arias: And number two, I'm just going to say this, so I don't forget.
[00:25:07] Celi Arias: We were just talking about this yesterday in my small group program, which is like business fundamentals roadmap to millions.
[00:25:13] Celi Arias: We go through all the building blocks of a business.
[00:25:16] Celi Arias: And yesterday we were doing the offer suite evaluation.
[00:25:19] Celi Arias: And somebody's thinking about adding this new offer,.
[00:25:23] Celi Arias: And I'm saying this because you guys all go through this, right?
[00:25:26] Celi Arias: And doing the whole analysis.
[00:25:28] Celi Arias: We do analysis of financially profitable.
[00:25:30] Celi Arias: Energetically profitable.
[00:25:33] Celi Arias: And then we look at all your offers and which ones make sense to focus on.
[00:25:36] Celi Arias: And someone was in this place of doing a complete overhaul and wanting to make this mastermind.
[00:25:41] Celi Arias: And I said to her.
[00:25:43] Celi Arias: Have you asked your clients?
[00:25:45] Celi Arias: If they want a mastermind?
[00:25:48] Celi Arias: In with parameters and the elements that you're talking about.
[00:25:52] Celi Arias: And she's no, but I know they really need.
[00:25:54] Celi Arias: I know that my people really need me and my trainings.
[00:25:58] Celi Arias: My coaching, [00:26:00] and community and accountability.
[00:26:01] Celi Arias: And I was like, okay, great.
[00:26:03] Celi Arias: Ask them first.
[00:26:04] Celi Arias: And so to your point, Crystal, that's true for all areas of your business.
[00:26:08] Celi Arias: Except for maybe the numbers.
[00:26:09] Celi Arias: Where the numbers actually tell you something.
[00:26:12] Celi Arias: And the data tells you something.
[00:26:13] Celi Arias: But in every other area of your business you really have an easy tool at your fingertips. Which is: ask your people.
[00:26:20] Celi Arias: Ask your future people, ask your ideal people who never bought from you.
[00:26:24] Celi Arias: Ask your current people and say, Hey, if I was going to change up.
[00:26:29] Celi Arias: I'm actually doing this later today in my mastermind.
[00:26:31] Celi Arias: I had an idea of how to make it even more impactful.
[00:26:35] Celi Arias: So, we're having a meeting today in my mastermind and I'm asking them.
[00:26:38] Celi Arias: Would this be?
[00:26:40] Celi Arias: Before I go and change things up.
[00:26:41] Celi Arias: And make my life crazy.
[00:26:43] Celi Arias: Would this be more impactful for you if I changed the formatting of this meeting like this?
[00:26:48] Celi Arias: So, we have the tools at our fingertips.
[00:26:51] Celi Arias: And sometimes we make it hard and we make it more complicated.
[00:26:55] Crystal Waddell: I have a question for you then, Celi.
[00:26:57] Crystal Waddell: With your copy on your [00:27:00] website.
[00:27:00] Crystal Waddell: Because this pertains to SEO.
[00:27:01] Crystal Waddell: How would you change that copy?
[00:27:04] Crystal Waddell: To reach the people that you want to reach?
[00:27:06] Crystal Waddell: If you could think of one word or two words that might be missing from what you're talking about.
[00:27:12] Crystal Waddell: What would be the changes that you could potentially make?
[00:27:14] Crystal Waddell: Now that you've had this insight from a colleague?
[00:27:18] Celi Arias: I already knew that I need a full overhaul because my copy was written in a vacuum.
[00:27:25] Celi Arias: I had support from somebody.
[00:27:28] Celi Arias: And I think this happens to a lot of people.
[00:27:29] Celi Arias: Not because a person's a bad copywriter.
[00:27:31] Celi Arias: Like maybe a year ago.
[00:27:32] Celi Arias: But just I think Copy and Brittany, you do this a lot.
[00:27:37] Celi Arias: It has to come from research and conversations.
[00:27:40] Celi Arias: And we didn't do it that way.
[00:27:41] Celi Arias: Because I needed to get my web designer copy and I needed to do it fast.
[00:27:45] Celi Arias: So business mistake one, number one, when you do something fast.
[00:27:49] Celi Arias: So, the first iteration of the copy wasn't great.
[00:27:51] Celi Arias: And so then I stepped in with my brain and fixed certain parts, not thinking about.
[00:27:57] Celi Arias: Ironically, my consumer and the teachings that I [00:28:00] teach, right?
[00:28:01] Celi Arias: So I've known for a while that it needs a complete overhaul.
[00:28:04] Celi Arias: So I've been doing my voice of consumer interviews.
[00:28:06] Celi Arias: I've been gathering the things that people say.
[00:28:09] Celi Arias: I've also been gathering what people really want.
[00:28:11] Celi Arias: And I realized that what I built is what they really want.
[00:28:13] Celi Arias: But I haven't been speaking to it that way.
[00:28:16] Celi Arias: I already knew that.
[00:28:17] Celi Arias: So when she gave me that feedback that she loved my copy.
[00:28:20] Celi Arias: That was like the cherry on the sundae for me.
[00:28:23] Celi Arias: I was like, Ooh, I already knew I had, that's ironic. I'm here. I am doing all this work. Brittany's helping me.
[00:28:29] Celi Arias: I've done some positioning work with someone I really admire.
[00:28:33] Celi Arias: I've been doing all this work and here I get a compliment about my copy from the wrong person.
[00:28:38] Celi Arias: So rather than that making me want to keep the copy.
[00:28:42] Celi Arias: I was like, ah, thank you for that validation speaking to the wrong person. Amazing.
[00:28:48] Celi Arias: So my copy, I know exactly what I do.
[00:28:50] Celi Arias: I know exactly what results I get people.
[00:28:52] Celi Arias: I know that I create confidence in people.
[00:28:55] Celi Arias: I know that I teach you how to think so that you...
[00:28:58] Celi Arias: my whole goal is that you [00:29:00] ultimately trust yourself again.
[00:29:01] Celi Arias: Which I think we're all learning to do that on all levels of life.
[00:29:06] Celi Arias: That childhood trust that somehow got taught out of us.
[00:29:10] Celi Arias: I think we're always on this journey coming back to that.
[00:29:13] Celi Arias: I just do it through business.
[00:29:14] Celi Arias: Business is my vehicle that I help people through that journey.
[00:29:18] Celi Arias: So I've built things that teach you how to trust yourself.
[00:29:21] Celi Arias: And teach you how to make decisions.
[00:29:23] Celi Arias: And teach you how to think about business in a way that feels really calming.
[00:29:26] Celi Arias: And gives you confidence.
[00:29:29] Celi Arias: But you won't see that anywhere on my website right now. That language. Not yet. So I'm very like conscious of that now.
[00:29:34] Crystal Waddell: I think that's so interesting.
[00:29:35] Crystal Waddell: I recently was talking about that element of confidence.
[00:29:39] Crystal Waddell: And crazy enough, SEO is a confidence builder.
[00:29:44] Crystal Waddell: The reason why I say that is because once you identify the keywords that are attracting people to your website.
[00:29:52] Crystal Waddell: It reinforces that you know your product and your business better than anyone.
[00:29:57] Crystal Waddell: when people come to say, [00:30:00] hey, fix this for me or whatever.
[00:30:03] Crystal Waddell: I'm like, you, this is your business. It's not your baby. It's your business, but this is something you've built.
[00:30:11] Crystal Waddell: And I always find it interesting and it's flattering, but I feel like it's misplaced.
[00:30:16] Crystal Waddell: This is something, you know, better than anybody else.
[00:30:19] Crystal Waddell: I don't know your clients. I don't know why they do what they do.
[00:30:24] Crystal Waddell: But I will say this just a couple of days ago on Instagram stories.
[00:30:29] Crystal Waddell: I was talking about how I was trying to create a a better client journey because I sell a product that is high end.
[00:30:37] Crystal Waddell: And I wanted to make sure that people had better touch points or whatever.
[00:30:41] Crystal Waddell: So I asked the question, I said how would you incorporate the senses.
[00:30:45] Crystal Waddell: The five senses into your client journey so that people would feel very much seen, loved, cared about, whatever.
[00:30:52] Crystal Waddell: And people view my stories, probably skipped it because I was, vomiting all over them.
[00:30:55] Crystal Waddell: But when they viewed it, I sent them a message.
[00:30:57] Crystal Waddell: I said, Hey, what do you think about this?
[00:30:59] Crystal Waddell: And [00:31:00] I never thought about that.
[00:31:01] Crystal Waddell: I'm like, you never thought about that?
[00:31:02] Crystal Waddell: What your client's experiencing?
[00:31:04] Crystal Waddell: And how you make them feel? This is what I created.
[00:31:07] Crystal Waddell: How can I give them an MVP experience?
[00:31:09] Crystal Waddell: And so I just think it's so important that we just take the time to think about what we know about our clients and what they need.
[00:31:16] Crystal Waddell: People have that in them as business owners.
[00:31:19] Crystal Waddell: We can't give it to 'em from the outside.
[00:31:21] Crystal Waddell: We don't know your business. Like we'd have to really dive in there and get to know your business like you do before.
[00:31:26] Crystal Waddell: You know what I mean? So all of that just takes so much.
[00:31:29] Celi Arias: I've had people be like, just tell me what to do.
[00:31:31] Celi Arias: And I was like, I morally cannot.
[00:31:33] Celi Arias: It is at the end of the day. I think that there's a lot of coaches that do this and I don't agree.
[00:31:39] Celi Arias: At the end of the day, if I just tell you what I think you should do.
[00:31:43] Celi Arias: I'm now building my vision of your business.
[00:31:47] Crystal Waddell: Yes.
[00:31:48] Celi Arias: And I'm projecting on you what I think you should do.
[00:31:51] Celi Arias: And if I'm really a true and true strategist.
[00:31:55] Celi Arias: And to your point, a good volleyball coach.
[00:31:57] Celi Arias: I am actually empowering [00:32:00] you.
[00:32:00] Celi Arias: To be the most embodied.
[00:32:05] Celi Arias: Fully personified version of yourself.
[00:32:09] Celi Arias: So if I tell you go do this.
[00:32:11] Celi Arias: And then this is the offer suite and this is the order and this is the pricing.
[00:32:14] Celi Arias: And then I just built my version of your business for you.
[00:32:18] Celi Arias: And then we wonder why all these people are quitting their businesses.
[00:32:21] Celi Arias: Because they've all been building the businesses they were told.
[00:32:25] Crystal Waddell: Hey friend, thank you for joining us today as we talked with Celia.
[00:32:30] Crystal Waddell: If you'd like to connect, you can on instagram at IamDonCelia.
[00:32:35] Crystal Waddell: We'll have her links for her website and LinkedIn in the show notes.
[00:32:39] Crystal Waddell: So stay tuned!
[00:32:41] Crystal Waddell: As you can tell the conversation's not over and we can't wait to have her back.