Strategies to Succeed in Business & SEO w/ Celia Arias

0:00Brittany HerzbergCrystal and I have yet another one of my, probably like one of the most influential people in my life. As of 2023.

0:06We have Celi Arias.

0:07I know. Deep breath, Celi. Hi ladies.

0:10Celi AriasI receive that. Thank you so much.

0:13Brittany HerzbergNo, thank you.

0:15Crystal WaddellSo hi. Welcome to the podcast .

0:17Celi AriasHi Crystal. So nice to meet you.

0:20Brittany HerzbergWe just felt like 30 minutes talking and we're like in the middle of a conversation.

0:24We were like, oh, we should probably record this and do what we said we came here to do.

0:28Crystal WaddellYeah, for sure. I heard you say just a moment ago that you're living in Greece right now.

0:33So can you tell us a little bit, first of all, what you do and all that.

0:38But like, how did that take you to Greece? Or how did you end up in Greece?

0:42Did you start your business in Greece?

0:43Like where did those things intersect in your life?

0:46Celi AriasGood question.

0:47I would say, interestingly enough.

0:49My business did take me to Greece.

0:52In a weird turn of events, I a friend of mine calls me a business basics

1:00revivalist.

1:00So that's a shout out to my master's in theology. I wanted to be a pastor.

1:06I turned into a business coach instead.

1:08Because I realized that after, at that time, 25 years in business.

1:14My business knowledge and skills was the way that I would impact and help people.

1:18And I'm now also a strategist and a certified mindset coach.

1:22And my business has taken a pivot this past year and is really on a growth trajectory itself.

1:30And my partner is Greek.

1:33My fake husband, which all the social webs know that I have a fake husband.

1:38And know the story.

1:40And he really wanted to be in Greece for several months.

1:44And my initial reaction to that was like, absolutely not. Please do not asked me to leave the U. S.

1:51My comfort, my home, my comfort zone, which is something I teach a lot about.

1:56My time zone, my clients, events,

2:00possibility of speaking out of it.

2:01Do not remove me from that.

2:03And he looked at me and said, isn't this like what you teach people to do?

2:08How to build businesses that then let them have the lives and the family life that they say they want?

2:15And I was like, Ooh, low blow fake husband. There's a reason why you're still fake husband.

2:23And I was like, Oh man, he really rarely does he one up me like that.

2:28And so I was like, okay, challenge accepted.

2:31So we are here for a total of four months and yeah, I'm putting my business.

2:39While it's in this major growth phase and up leveling.

2:44I decided to also do it from a totally different time zone and challenge myself to have my mornings to roam Athens and Greece.

2:52And have fun and do things with joy and ease and make funny reels.

2:57And talk about life and not just business all the

3:00time.

3:00So, it is a part of my business.

3:02To walk my talk and to show that business is a journey. It's a journey that we're on.

3:10And I like making myself just as uncomfortable as I make my clients, I say.

3:15I find I found that I make my clients really uncomfortable.

3:20And so I feel like it's only fair. Yeah. Only to make myself uncomfortable too.

3:25Brittany HerzbergExactly. No, and she was in, was it last week that you did the training from Althorp?

3:32Celi AriasOh, my Lord, that was amazing, right?

3:35Brittany HerzbergI jumped on that replay and I was like, I'm sorry, I've seen this in a documentary.

3:39What are you doing around all of these like wealthy people and this gilded everything and she's guess where I am.

3:45Celi AriasYes. So I have a few private clients that I help when they have projects that I really believe in.

3:52I have a client in England who is changing the game for climate compost.

3:56And they had an event at the Althorp estate.

3:59Celi Arias:

4:00Which was all around farming.

4:01And I got invited to the event to be there.

4:04And, but still, I'm like, I have my Roadmap to Millions call though, today at 5pm.

4:10Is there a room where I can take my call?

4:12And they let me do it.

4:13So that's what Brittany is referring to is that I led a group training from A dining room in Althorp.

4:19I'm very dedicated to my clients.

4:21Brittany HerzbergNo, you are. Yeah. Where Diana Spencer grew up and it's buried now.

4:26You like do a wonderful job of running your business from anywhere that you are.

4:30Celi AriasPart of my ethos is demystifying business.

4:34I have an MBA. I've been in business for a really long time.

4:37I've been a founder. I've built businesses.

4:39I've been in corporate sales. I've been a COO. I've been in it so long.

4:43I remember in the beginning in my corporate career or even working for startups.

4:48There was all this rhetoric.

4:49I remember 15 years ago when people were like, content is king.

4:53And it was like this whole wave in the industry of you needed to understand what that meant.

4:58And I was like, by

5:00content, do you just mean like writing? And social media?

5:05Everybody was talking about it.

5:06Like this thing that you need to know and master and be on top of.

5:10And I was like, wait, when we say content, are we just talking about like writing?

5:15So there's so much rhetoric in business and business strategy that actually holds people back from being themselves.

5:23And because there's so much you believe you don't know.

5:26And you believe you don't understand.

5:28And you get into all these thoughts, feelings, and beliefs of, I don't know enough.

5:33So therefore I'm not enough.

5:34So therefore I can't raise my hand, so therefore I can't, right?

5:38My whole ethos is breaking that down. Because I have an MBA.

5:41And I've learned all the rhetoric.

5:43And even in my, even in MBA school.

5:46I'd be like, Professor, do you mean? Does that word mean this?

5:51I was always that kid in the class that's are we just putting a word on this?

5:58I really also believe,

6:00walk your talk.

6:00Take a call from wherever you are.

6:03Show up in your humanness.

6:05Show up in your spotty Wi Fi, show up in your humanness. Non professional dress and really deliver for people.

6:11And when I do that, I think that people go, Oh, you mean we can do that?

6:16You mean we can run our business that way? And I'll, I will say this.

6:20I'm a trained dancer.

6:21I trained to be a professional dancer.

6:23I trained as a ballerina.

6:24And that world is really rigid.

6:27And disciplinary.

6:28And Actually, where I learned about systems is dance, really systematic.

6:34And really linear.

6:36And then in college, I had this ballet teacher who was a woman of color.

6:42She was tall, she was muscular, and she was hilarious.

6:47And said all the inappropriate things.

6:50And I remember my brain going, you mean you can do that?

6:53And she was a professional dancer and she was a prima with the Ballet Theatre of Harlem.

6:58She's one of my best friends now in the

7:00world.

7:00Brilliant woman.

7:02But I remember being like, can you, can your ballet teacher say that?

7:07And so there's something that happens in our brains when someone just opens the doors of possibility.

7:13And opens the doors of permission.

7:15And I think in what I see happening a lot in business.

7:18And this just happened yesterday on our call in the recent cohort of roadmaps.

7:23Where someone was like, Can I just run a webinar right now?

7:27Just to one on one clients?

7:28Even though it's not a more complex funnel?

7:31And it's not leading to a bigger thing?

7:33And it's not I'm not doing all the things everyone's saying I should be doing?

7:37I was like, Yeah, girl.

7:39Brittany HerzbergYeah.

7:40But that's what you're good at.

7:42Like you get us to we so often, and I noticed this about myself two years ago.

7:47I was looking at other people for validation.

7:49I had an idea. But I needed to go check it with everybody else in the room.

7:53And then some. Just to see if it was okay.

7:57And last year was really the first year where I was like,

8:00I'm going to stop doing that.

8:01I'm aware of it. I'm going to stop doing that.

8:03And yet it's this wall that I kept hitting and going through roadmaps.

8:07You're like, you could do that.

8:08I'm never gonna tell you no.

8:10But you could have this really challenging path.

8:13And your life will look like these things.

8:14Or you could go over here and make it a little simple and it's actually okay.

8:17And it's just oh, having someone draw those two pictures for you is just mind blowing.

8:22But it does like you, we don't become reliant on you.

8:26We more get trained.

8:28It's like training a new way of thinking.

8:29And like thinking of possibilities and mapping things out in your brain.

8:32And I know, and this is why I wanted to say it and jump the line of Crystal.

8:37Celi AriasI'm going to cry.

8:37My ultimate goal is for you to not be reliant on me at all.

8:43And I think that there's a, I'm going to say this.

8:45I think there's a problem in our industry with these guru unicorn coaches that know everything. And we have to go to for everything.

8:52And that's why I've actually built frameworks.

8:55And built trainings and teachings that intentionally get you

9:00to think about your business as a business owner.

9:03Because it's not that hard.

9:04It's just that there's become this whole industry of making money off of you believing you don't know.

9:10Yeah.

9:11And there's a whole industry of people making money off of you, not trusting yourself.

9:16And feeling like you need to triple check yourself.

9:19So when my people start coming to me and going, Oh, I made this decision thanks to this exercise or this thing.

9:26And I didn't even check it with you.

9:28I'm like, amen, my work here is done.

9:31So that makes me really happy.

9:33Crystal WaddellThere's a couple things I wanted to follow up on just really quick.

9:37Because going back to where you were talking about making people uncomfortable.

9:42I found myself on LinkedIn.

9:43Because everybody said, Oh, you can get a lot more, bang for your buck.

9:48For your time over there on LinkedIn or whatever.

9:50And, we create the algorithm for ourselves. So I was speaking about SEO.

9:55And I found myself in this SEO echo chamber.

9:59Where it

10:00was like this is what content is.

10:03And this is a content strategy. And this is SEO.

10:06And it was just like a regurgitation of everybody's thoughts.

10:11That were all pretty much the same.

10:13And I'm like, get me out of here!

10:14So I'm doing everything I can to try to find my way to UX or....

10:18I really should go design thinking actually.

10:20Because that's probably the only way I'm going to get something unique, possibly.

10:24But I noticed that over there on LinkedIn.

10:26And how you were talking about people just feeling like they have to fit a mold.

10:30Like being over on Instagram.

10:32You see more creative business owners.

10:35But being on LinkedIn.

10:36It's like people are still thinking about, what people think of them professionally.

10:40And their long term careers or whatever.

10:41So it just feels a lot more buttoned up, and so I noticed that contrast.

10:46Of how businesses approach things.

10:49And then I thought.

10:51When I first started, I was the same way.

10:53Like wanting that validation.

10:55But then also wanting to give credit.

10:57To people who gave

11:00me some sort of advice or thought.

11:03That then triggered another thought of my own.

11:06And so I felt Oh my gosh, I really need to make sure that I acknowledge this person.

11:10And it wasn't until three years later, as I was reflecting on my first course.

11:14I realized the problem with that was that then I'm just summarizing someone else's training.

11:20In many ways.

11:21It's Oh, so and so said this. And so that's why I'm saying this.

11:24And I'm thinking.

11:26If I'm going to take your course, I want to know what you have to say.

11:28And so that thought like really released me to be able to have my own thoughts.

11:33And not rely on other people's thoughts to justify what I believe to be true.

11:37Or know to be true.

11:38And then the last thing I used to be a volleyball coach and.

11:42The goal. Yeah.

11:44But the goal of great coaches.

11:46I really feel like I totally agree with you.

11:49You should be invisible.

11:50At the end of the day, your players, your students, your business, people, whatever.

11:56Whoever you're leading.

11:58They should be successful and look at

12:00themselves in the mirror.

12:00And be able to say, I did it.

12:02And, it's always nice to hear as a teacher, 20 years later.

12:05Oh, you made a difference in my life or whatever.

12:08I totally would love to hear that someday. And I, on Facebook.

12:11If anybody ever says that it's so sweet, but immediately when they have success, it's not about us.

12:18As teachers coaches or leaders.

12:20It's about seeing them succeed.

12:22In what they set out to do.

12:25So I love that because that from an athletics perspective and a sports perspective and a coaches perspective.

12:31That's exactly how I train my athletes.

12:33I think it's just really important for people to grab a hold of that.

12:36And say, at the end of the day.

12:38If you are dependent on somebody else for your success.

12:42Or for your outcome.

12:44Then that's not probably the right coach for you.

12:46Because you need to be able to do it on your own.

12:49Whether they're there or not, because they may not always be there.

12:52And at some point, we just need to grow.

12:55And grow up in our businesses. So yeah. Those are all my knowledge vomits on that.

12:59Celi Arias:

13:00Oh my gosh.

13:00Celi AriasI love that you said we need to grow up in our business.

13:02Because the thing you just said.

13:04I know Brittany is already I know where this is going.

13:07I actually am removing my name from my business, and I have already trademarked.

13:13And I have the URL and I'm moving over.

13:16So you guys can't steal this because it's trademarked.

13:19I'm moving my whole business.

13:20And it's all about like when you're ready to grow up.

13:24When you're ready to grow up your business, I'm going to teach you the actual basic things that you need.

13:29And then you're going to have the tools and you can go be a grown up.

13:32And be the CEO of your business and really own it.

13:35And the reason I'm removing my name from it is just because I don't want it to be about me.

13:41And also if it becomes about me, that's very limiting actually.

13:46Yeah.

13:46So I could actually impact more people if I create these trainings that other people can be trained in.

13:53There's a woman in France who was like, a few months ago.

13:56I want to take your program but full disclosure.

13:59I'm very

14:00similar to do and I do similar work as you and I don't.

14:03And I know I'm going to be tempted to copy your dashboards.

14:06And copy your systems.

14:07Because you gave me a sneak peek and I'm going to end up copying it.

14:11And so that's why I'm not going to study with you.

14:12And I was like, what a great problem to have.

14:15I'll just create a program where you can get licensed in it.

14:18Because I love this idea of it not being about me.

14:22And it not being delivered through me.

14:24And I just believe.

14:27I have this very strange way of engineering things in my brain.

14:31And creating systems.

14:33Why don't I use that power for good and why don't I create things that I can then get people licensed in.

14:39And teach it to them and give it to them and they go out into the world and teach it.

14:43I agree with you.

14:45The other thing you made me think of something about giving credit to everyone.

14:49Here's the thing.

14:51A few years ago, you guys are probably too young to know this, but.

14:53There's really no new idea.

14:56Crystal WaddellWe just talked about this. There's no new thought. This There's no new under the

15:00sun.

15:01Celi AriasYeah, there's no new thought.

15:02Years ago, when Radiohead came out with Kid A.

15:06Which is an album which you guys are probably too young to know.

15:09It was like explosively different and powerful in the music scene at the time.

15:15And there was this whole backlash retaliation of people.

15:18Like, purists saying they weren't the first to create this sound, and this music.

15:23Aphex Twin was the first.

15:25But they're more obscure and small.

15:26And I was like, Guys.

15:28Artists have been doing this since the beginning of time, right?

15:32Somebody does something and then we go, oh.

15:34Artists do this really well.

15:35They actually even know they're doing it.

15:37It's almost like I put something out.

15:38And Crystal gets inspired by it.

15:40And she does a next iteration of it and it becomes this conversation.

15:46So.

15:47I think I always if I've actually learned something from someone or it's actually their thing.

15:53I always give credit because I'm very careful of not sounding like I know everything.

15:59It's

16:00more to not sound like I know everything and have all the answers.

16:03Because I don't think anyone does.

16:05And also sometimes I acknowledge I learned this idea from this person.

16:09And then I built on it and constructed on it.

16:12And now have created a 10 times simpler version of it.

16:15Like I've worked for two companies.

16:16Two coaching companies in the past.

16:19And I cannot say they did not influence my work.

16:21And they didn't influence my trainings or my frameworks.

16:24What I did was: what do I really not like about that framework?

16:28Where is it too complicated?

16:30I always teach things for people in the simplest way.

16:33I was that girl in MBA being like, Professor, did you mean to say?

16:39So that's how I create frameworks and trainings.

16:41So my frameworks are obviously influenced by these two other companies I coached for.

16:46And I learned their frameworks.

16:47And I always thought they were just too laborious.

16:49Too complex.

16:50I don't think figuring out your consumer has to be a 12 step process.

16:55My Lord.

16:56I don't think you need a 40 page avatar exercise. My Lord.

16:59Celi Arias:

17:00But I was definitely influenced by that work.

17:02There is that fine line of knowing.

17:05But I do think that this is how humans learn.

17:07I think it's how we create.

17:08I think it's how we evolve.

17:10And sometimes you give credit.

17:12And sometimes you also acknowledge.

17:14No, there's a lot of Celi spice in here.

17:16And I'm just going to own it.

17:17Crystal WaddellThe last thing I wanted to say before we probably swing it back to SEO.

17:21I saw this meme the other day where it talked about, your "avatar.'

17:25And it was a meme of two 70 year old men.

17:30And one of them was Prince Charles.

17:32And the other one was Ozzy Osbourne.

17:34Oh, really. This is your avatar?

17:36Like it's more about what people believe than their demographics.

17:40And I was like, yes, that's so good.

17:42Brittany HerzbergOkay. Quickly too. There were some things you guys were talking about.

17:46I want to wrap up those loose ends and then yeah.

17:47We'll get back to SEO. We'll get back to what we're here for.

17:51Celi AriasI told you this is going to be dangerous. The three of us could talk for hours about all kinds of things.

17:56Brittany HerzbergSo look.

17:57It is my personal mission to make you not the

18:00internet's best kept secret.

18:00So 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

18:06crystal, I think it was you who said something about being able to do things on your own.

18:10Daniel and I watched a show recently about different parenting styles and it was.

18:15I really appreciated these parents and these families being so vulnerable.

18:19And open to going and having the world judge what they do.

18:22Because, it just opened up so many different dialogues.

18:26What do we like? What do we not like?

18:28What crap from our past do we have? Like, all these things.

18:31But one of the biggest take home lessons was, like, some of these kids didn't trust themselves.

18:39And I could see in myself.

18:41I'll just speak for myself.

18:42How that came all the way with me to adulthood.

18:45And it was just so mind blowing.

18:49And I'm watching these kids and I'm like, okay. I see that. I see that in my peers.

18:53I see that in myself. I see that in business.

18:55And I'm sure Celi, like you're nodding.

18:57Like I, I know that we all see this in each

19:00other, and that is just....

19:01I guess I'm bringing it up because it's so important to me.

19:03Because it resonated with me. And even bringing this in into SEO.

19:08It's like, when we can be ourselves.

19:11Know our mission, know who we're helping.

19:13Know how we're helping them, and articulate that in a way that magnetizes and attracts the right people to us.

19:20That's freaking magical.

19:21So when we can stop doing these umpteen page avatar exercises.

19:26And focus on what it is that we like that lights us up.

19:32The 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.

19:38They're like these little like fruit flies where they're just like miles and miles away and they find you.

19:42So there is some stuff that we can do with SEO to attract the right people and help them find us a little easier.

19:50So Celi, I know we're like possibly in the middle of the episode.

19:53However, one thing I love asking people is: How do you define SEO?

19:57And there's no wrong answer

20:00just whatever it is.

20:01Celi AriasThat's a great question.

20:03I mean, my understanding I'm like wow.

20:05Now I'm on in the hot seat with the two experts.

20:08Brittany HerzbergAnd I just threw you in there.

20:10Celi AriasYeah, you just threw me in the hot seat.

20:11My understanding is similarly to some of the work I make people do in my program.

20:16So you'll understand this.

20:17Is understanding how your people are describing you.

20:21Or what words they're using to find you.

20:25Rather than what words, from your perspective, you think they're using to find you.

20:31Brava. That's me. That's me. Yes. So also, by the way, you're never going to get there by imaginary avatar work.

20:37Brittany HerzbergNo.

20:38No. 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.

20:45I love asking questions. I listen all the time.

20:47But Celi, you have the best voice of customer research exercise ever for questions.

20:53You're done. Amazing. I'm done.

20:55Celi AriasThank you.

20:57Again, all of my, all, every single one of my

21:00trainings is me racking my brain going.

21:02What is the minimum viable system here?

21:07That I need to give someone to get them a result.

21:11Could we do those voice of consumer interviews with 10, 15 questions?

21:14Absolutely.

21:15But what's, when I like keep pulling away the layers.

21:20What's the minimum thing I need you to understand about your audience?

21:25And it was those four questions. Yeah. And it's magic. Yes, it is. magic.

21:30Crystal WaddellI was working on a website for an e commerce store recently.

21:33They had a domain authority of 30.

21:36They're coming to me and they're saying can you help us figure out how to get more clients?

21:40And so I am doing this technical SEO audit. Domain authority is 30.

21:46A great small business domain authority usually falls around 15. So that definitely caught my attention. I thought, huh.

21:52Wow, how did you do this?

21:54And I'm looking down, there was a, like a collaboration with a famous

22:00person with one of their products.

22:01Which was pretty cool.

22:02There'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.

22:11So it's it's a very timely product offerings.

22:14If people are searching to support different social issues.

22:16But I said, like, how did you do this? And it was like, we don't know.

22:20We don't know how it happened.

22:21And I'm like, you are a unicorn.

22:23So if you're listening right now, you know that I'm talking about you.

22:26Because I sent him pictures of unicorns and stuff like little memes of unicorns.

22:30I just want to really urge people.

22:32Whether you have an e commerce store or something else.

22:35Before you change anything, talk to one of your clients, let them show you, this is something in UX called user research.

22:45And it sounds like what you have in your program is like a client research type thing or whatever.

22:51Like being able to understand how your clients use your website is a big part of SEO.

22:58Even taking it

23:00back a step and just saying, Hey, show me how you would search for this in Google.

23:05And let them lead you on the path.

23:08So you can see what words they use to find your product.

23:12What experience they have when they get to your website and you know what that process is like.

23:18Make sure that you allow at least one of your customers to take a look.

23:23What customer suggestions did you guys get?

23:26Or, what did they say was wrong or, what to improve or whatever.

23:28Oh we didn't talk to any of our customers.

23:31I get it. When you first design a website, you're just putting something up there, right?

23:35Because you're putting your flag in the sand that this is our business.

23:38Here's our address, whatever.

23:40But when you start to make changes, you can make informed changes. These don't have to be guesses anymore.

23:46You can go to your customers.

23:48You can go to people who might buy your product.

23:50Even people who wouldn't buy your product.

23:52Get feedback on how it can be easier to navigate your site and

23:56get found in search.

23:58Celi AriasThink that's true for

24:00everything.

24:00So I'm going to give you a few examples in personal and client.

24:04Personally, fairly recently I was speaking to a colleague who's very similar to me in what she does.

24:11She's a strategist and she's a very kind of what I used to do.

24:15Very high level strategist for high earning companies.

24:22And she said to me, I love your website copy. Who did it?

24:28And I said basically me right now.

24:31But the fact that you love it means I need to work on it.

24:34She loved it because she loved it and she gets it.

24:39But she's not my client.

24:41Brittany HerzbergLet's just let that land,

24:44Celi Ariaseveryone.

24:45And so I, as a good business strategist, I am, instead of taking that as a compliment, I was like, Oh, thank you.

24:52And immediately I went Ooh, we got work to do.

24:55We got to change things up. Cause she's not looking for me.

24:58She's impressed as a

25:00colleague.

25:00Not who I'm trying to speak to and impress. That's number one.

25:04And number two, I'm just going to say this, so I don't forget.

25:07We were just talking about this yesterday in my small group program, which is like business fundamentals roadmap to millions.

25:13We go through all the building blocks of a business.

25:16And yesterday we were doing the offer suite evaluation.

25:19And somebody's thinking about adding this new offer,.

25:23And I'm saying this because you guys all go through this, right?

25:26And doing the whole analysis.

25:28We do analysis of financially profitable.

25:30Energetically profitable.

25:33And then we look at all your offers and which ones make sense to focus on.

25:36And someone was in this place of doing a complete overhaul and wanting to make this mastermind.

25:41And I said to her.

25:43Have you asked your clients?

25:45If they want a mastermind?

25:48In with parameters and the elements that you're talking about.

25:52And she's no, but I know they really need.

25:54I know that my people really need me and my trainings.

25:58My coaching,

26:00and community and accountability.

26:01And I was like, okay, great.

26:03Ask them first.

26:04And so to your point, Crystal, that's true for all areas of your business.

26:08Except for maybe the numbers.

26:09Where the numbers actually tell you something.

26:12And the data tells you something.

26:13But in every other area of your business you really have an easy tool at your fingertips. Which is: ask your people.

26:20Ask your future people, ask your ideal people who never bought from you.

26:24Ask your current people and say, Hey, if I was going to change up.

26:29I'm actually doing this later today in my mastermind.

26:31I had an idea of how to make it even more impactful.

26:35So, we're having a meeting today in my mastermind and I'm asking them.

26:38Would this be?

26:40Before I go and change things up.

26:41And make my life crazy.

26:43Would this be more impactful for you if I changed the formatting of this meeting like this?

26:48So, we have the tools at our fingertips.

26:51And sometimes we make it hard and we make it more complicated.

26:55Crystal WaddellI have a question for you then, Celi.

26:57With your copy on your

27:00website.

27:00Because this pertains to SEO.

27:01How would you change that copy?

27:04To reach the people that you want to reach?

27:06If you could think of one word or two words that might be missing from what you're talking about.

27:12What would be the changes that you could potentially make?

27:14Now that you've had this insight from a colleague?

27:18Celi AriasI already knew that I need a full overhaul because my copy was written in a vacuum.

27:25I had support from somebody.

27:28And I think this happens to a lot of people.

27:29Not because a person's a bad copywriter.

27:31Like maybe a year ago.

27:32But just I think Copy and Brittany, you do this a lot.

27:37It has to come from research and conversations.

27:40And we didn't do it that way.

27:41Because I needed to get my web designer copy and I needed to do it fast.

27:45So business mistake one, number one, when you do something fast.

27:49So, the first iteration of the copy wasn't great.

27:51And so then I stepped in with my brain and fixed certain parts, not thinking about.

27:57Ironically, my consumer and the teachings that I

28:00teach, right?

28:01So I've known for a while that it needs a complete overhaul.

28:04So I've been doing my voice of consumer interviews.

28:06I've been gathering the things that people say.

28:09I've also been gathering what people really want.

28:11And I realized that what I built is what they really want.

28:13But I haven't been speaking to it that way.

28:16I already knew that.

28:17So when she gave me that feedback that she loved my copy.

28:20That was like the cherry on the sundae for me.

28:23I was like, Ooh, I already knew I had, that's ironic. I'm here. I am doing all this work. Brittany's helping me.

28:29I've done some positioning work with someone I really admire.

28:33I've been doing all this work and here I get a compliment about my copy from the wrong person.

28:38So rather than that making me want to keep the copy.

28:42I was like, ah, thank you for that validation speaking to the wrong person. Amazing.

28:48So my copy, I know exactly what I do.

28:50I know exactly what results I get people.

28:52I know that I create confidence in people.

28:55I know that I teach you how to think so that you...

28:58my whole goal is that you

29:00ultimately trust yourself again.

29:01Which I think we're all learning to do that on all levels of life.

29:06That childhood trust that somehow got taught out of us.

29:10I think we're always on this journey coming back to that.

29:13I just do it through business.

29:14Business is my vehicle that I help people through that journey.

29:18So I've built things that teach you how to trust yourself.

29:21And teach you how to make decisions.

29:23And teach you how to think about business in a way that feels really calming.

29:26And gives you confidence.

29:29But you won't see that anywhere on my website right now. That language. Not yet. So I'm very like conscious of that now.

29:34Crystal WaddellI think that's so interesting.

29:35I recently was talking about that element of confidence.

29:39And crazy enough, SEO is a confidence builder.

29:44The reason why I say that is because once you identify the keywords that are attracting people to your website.

29:52It reinforces that you know your product and your business better than anyone.

29:57when people come to say,

30:00hey, fix this for me or whatever.

30:03I'm like, you, this is your business. It's not your baby. It's your business, but this is something you've built.

30:11And I always find it interesting and it's flattering, but I feel like it's misplaced.

30:16This is something, you know, better than anybody else.

30:19I don't know your clients. I don't know why they do what they do.

30:24But I will say this just a couple of days ago on Instagram stories.

30:29I was talking about how I was trying to create a a better client journey because I sell a product that is high end.

30:37And I wanted to make sure that people had better touch points or whatever.

30:41So I asked the question, I said how would you incorporate the senses.

30:45The five senses into your client journey so that people would feel very much seen, loved, cared about, whatever.

30:52And people view my stories, probably skipped it because I was, vomiting all over them.

30:55But when they viewed it, I sent them a message.

30:57I said, Hey, what do you think about this?

30:59And

31:00I never thought about that.

31:01I'm like, you never thought about that?

31:02What your client's experiencing?

31:04And how you make them feel? This is what I created.

31:07How can I give them an MVP experience?

31:09And 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.

31:16People have that in them as business owners.

31:19We can't give it to 'em from the outside.

31:21We don't know your business. Like we'd have to really dive in there and get to know your business like you do before.

31:26You know what I mean? So all of that just takes so much.

31:29Celi AriasI've had people be like, just tell me what to do.

31:31And I was like, I morally cannot.

31:33It is at the end of the day. I think that there's a lot of coaches that do this and I don't agree.

31:39At the end of the day, if I just tell you what I think you should do.

31:43I'm now building my vision of your business.

31:47Crystal WaddellYes.

31:48Celi AriasAnd I'm projecting on you what I think you should do.

31:51And if I'm really a true and true strategist.

31:55And to your point, a good volleyball coach.

31:57I am actually empowering

32:00you.

32:00To be the most embodied.

32:05Fully personified version of yourself.

32:09So if I tell you go do this.

32:11And then this is the offer suite and this is the order and this is the pricing.

32:14And then I just built my version of your business for you.

32:18And then we wonder why all these people are quitting their businesses.

32:21Because they've all been building the businesses they were told.

32:25Crystal WaddellHey friend, thank you for joining us today as we talked with Celia.

32:30If you'd like to connect, you can on instagram at IamDonCelia.

32:35We'll have her links for her website and LinkedIn in the show notes.

32:39So stay tuned!

32:41As you can tell the conversation's not over and we can't wait to have her back.