December 17, 2018

RCC 17: Money Generating Activities with Jen Kem

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Let’s be real for a second: How much of your day do you spend really laying it on the line? I’m talking about those activities in your business where there’s some emotional risk involved, like when you make yourself call your dream clients and invite them to hire you. This is a prime example of a Money Generating Activity, one of the most important pieces of your work and today’s topic.

I’m not shy about making money, but I work with a lot of coaches who are. Jen Kem is here to help me talk about money and the how and why some of us block ourselves from making it. Jennifer “Jen” Kem is a San Francisco Bay Area-based branding and marketing expert who gets entrepreneurs seen, heard, and paid for being themselves. She’s leveraged 17 years of corporate experience to create the Master Brand Method, a framework to develop powerful brand archetypes that win customers’ hearts, and she’s brought corporate professionalism and sensibility to countless entrepreneurs who want to raise their game.

Jen is seriously brilliant. We talk about her superpower – she can smell money, people! – and one way she can tell if entrepreneurs are truly committed to serving the world through their business (hint: they don’t mind making money doing it!). Jen also talks about how she reoriented her career so that it’s value-driven rather than performance-driven and why this is so much more fulfilling. She drops tons of other wisdom about diversifying income streams, the coaching profession, and entrepreneurship as a whole – don’t miss this episode!

What You’ll Learn from this Episode:

  • How to determine what your main Money Generating Activities are and how to prioritize them.
  • What Jen looks for when she’s “smelling money” in a business or idea.
  • How too many coaches get in their own way by not taking coaching seriously as a profession.
  • Why Jen is critical of the “entrepreneurial Kool-Aid” she sees being distributed around the internet.
  • Why Jen recommends that entrepreneurs focus on one key brand and business before worrying about diversifying their income streams.
  • The critical moment Jen realized she needed to leave her corporate career.
  • How Jen left her corporate job and promptly turned around and landed a $100K contract with them.

Listen to the Full Episode:

Featured on the Show:

PS. If you run a business (especially a coaching / consulting / teaching / training business)—and you want to earn $100K in 2019—I want to help you.

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Full Episode Transcript:

Welcome to the Rich Coach Club, the podcast that teaches you how to build your dream coaching practice and how to significantly increase your income. If you're a coach and you're determined to start making more money, this show is for you. I'm master certified life coach Susan Hyatt, and I'm psyched for you to join me on this journey. You're listening to episode 17, here we go.

The other day, I posted a message inside my private Facebook group called Rich Coach Club and I asked, when it comes to your coaching practice, what’s something you need to start doing, and what’s something you need to stop doing? And tons of coaches posted their answers, and it was really fascinating to read everything.

One comment in particular immediately jumped out at me. One coach posted and said, “I still spend way too much time doing activities that are not money-generating activities. I need to stop that. I need to start focusing on money-generating activities.” And as soon as I saw that comment, I was like, zing, okay, now I know the topic of the next podcast episode.

So today, it’s all about the M to the G to the A, money-generating activities. And this is going to be a hot episode. I hope this episode inspires you to generate a big stack of cash this week. So let’s begin with your Two-Minute Pep-Talk.

Here’s your Two-Minute Pep-Talk for this week. And this is the part of the show, y’all know, where I share some encouragement and inspiration to get your week started off right. And I try to keep things to 120 seconds or less.

Think about a typical week in terms of running your coaching practice and think about all the different activities you do every single week. Maybe during a typical week, you do 30 different things. So for instance, maybe you send emails and you answer emails. You post stuff on Instagram, Facebook, and Twitter. You send out your newsletter. You read blog posts. You Schedule things into your calendar.

You listen to podcasts about the coaching industry like this one. You participate in various coaching groups online, reading posts and commenting, and so on.  And you probably do a whole bunch of things every week; 30 activities, maybe 40, 50, maybe hundreds.

Now, here’s the million-dollar question; out of all the activities that you currently do, how many of those activities directly lead you to making money? How many of those activities directly lead to purchases, enrolments, deposits into your PayPal or your bank account?

So most likely, you’re probably doing a whole bunch of activities that are not money-generating. Most likely, you’re doing a lot of stuff that feels fun and productive and keeps you occupied, but it’s not increasing your income; not really. Most likely, you could spend a lot more time engaged in money-generating activities and less time doing all that other stuff.

So you might be wondering, “Well then, Miss Hyatt, what is a money-generating activity exactly?” It’s different for every coach in every business, but generally speaking, a money-generating activity is an activity that requires courage. It’s an activity where you are directly inviting someone to hire you or purchase your work.

You’re making an invitation and you might hear no or yes. You’re making yourself vulnerable to rejection, which isn’t very comfortable and which is why we often shy away from money-generating activities. We busy ourselves with all this other pretty stuff, stuff that doesn’t feel so emotionally risky.

So here’s a specific example of that I mean. Recently, I made a list of 10 people who I consider to be my dream clients. And my plan was to send a personal email – not a newsletter, not a mass email, a personal email – inviting each person to join my women’s business mastermind in 2019.

Now, I have a couple of different masterminds. This is the year-long mastermind that costs 25K to join. It’s one of the longest and most intensive programs that I offer. So my plan was to email out those invitations and I felt some resistance at first. And, to be honest, I stalled for more than a couple of weeks on sending those emails.

I didn’t want to feel the sting of rejection in case some of those 10 women, or all of them, said no thanks. But I knew that I needed to do this and I did some self-coaching on myself and I adjusted my attitude and I swallowed my pride and I sent out those invitations. And immediately, five people said yes. That’s five enrollments that I didn’t have before. That’s five deposits in my bank account.

So when I decided to be brave and send out those email invitations or have actual phone conversations, that’s money-generating activities. It’s an activity where I’m directly inviting people to hire me. It’s an activity that carries some emotional risk, but the payoff is totally worth it.

So okay, dear listener, I want you to take a close honest look at all the various activities you do every week, every month, ever quarter with your coaching practice, and try to figure out which of those activities really are money-generating and which ones are not. And then make sure you’re scheduling at least – okay, I can’t emphasize at least enough – at least one money-generating activity into your calendar every day, more if possible.

Make this MGA your number one priority. Do it first, before anything else, before you have a chance to talk yourself out of it. This should always be our top priority, not our last priority, because honestly, if we’re not offering our services, we’re not helping people. So if you start prioritizing money-generating activities, holy hell, buckle up because your income is going to dramatically change. You can do this. You’re strong enough, you’re brave enough, go get that money.

Now we’re moving to the part of the show where I give a shout-out to you guys; listeners, clients, all the wonderful people in my biz community. And today, I’m going to give a shout-out to Tasha.

So Tasha posted on Facebook, “So you guys know I already love me some Susan Hyatt. This podcast is for coaching entrepreneurs or any other service-based online business; lots and lots of awesome info on how to grow your business, and also amazing interviews. They’re all great, but I especially love the one with Brooke Castillo. Take a listen while you drive to work, walk your dog, or anytime you need a boost of energy.”

Thank you so much, Tasha, for being such a loyal listener. That’s my shout-out for today. And if you guys want to hear your name on the show, get to popping a review. Post something on social media, email my team, let us know what you think of the podcast. Thanks, and I love you guys.

Alright, it’s time for an interview. And this week, we’re chatting with Jennifer Kem. Jen’s a branding expert who’s worked with huge companies like the Oprah Winfrey Network, Verizon, Blue Cross Blue Shield, and Bank of Hawaii. She’s brilliant at working with small business owners too, helping you create a strong brand and a loyal following so you can get paid to do what you love.

I want to ask Jen about money-generating activities because she currently does quite a bit of that in her own business, and MGAs that she recommends to her clients too. Also, Jen has a secret talent. She can literally smell money.

You heard me right. When she hears a product idea or a business idea, she literally gets a physical sensory reaction inside her glorious body that lets her know if this idea has major money-generating potential. Oh, my lord, now that is a superpower that all of us want. We’ve got so much to discuss; let’s do this.


Susan: Welcome to the podcast, Jennifer Kem.

Jennifer: Susan Hyatt, I am so pumped to be here. Thank you for inviting me.

Susan: Oh my gosh, well, I can’t think of anybody better to have on the podcast than you to talk to all these coaches who are trying to make bank and talk about money-generating activities.

Jennifer: Oh, I love to talk about money.

Susan: So I heard from a little bird that you are known for saying, “I can smell money.”

Jennifer: Yes, it is my superpower. I can smell the money in anyone’s business. And the opposite is also true. I can smell if the money is not there and we need to relook at other ways to make that passion profitable. So I think that I’m in the business of helping them not just make money, but also save them from not making money, and I think that there’s two sides to that coin, pun intended.

Susan: So, in one of the earlier episodes, I interviewed Alexandra Franzen, and as you know, she is my writing coach and she’s an amazing human for lots of different reasons. But one of the things she joked about in her episode was that she was trying to be way too cute with her title early on in her business and, I kid you not, printed business cards that called herself a disco monk.

Jennifer: What?

Susan: So I can imagine if little baby entrepreneur Alexandra came to you with a business card that said disco monk, you’d have something to say about it.

Jennifer: Oh totally, but you know what – I don’t know if you know this, because talk about serendipity – did you know that I claimed that superpower in one of her workshops.

Susan: Yes, that’s the little bird that told me.

Jennifer: Okay, I just wanted to make sure because I just thought, oh my god, that’s so serendipitous. Well yeah, absolutely, I think that, in fact, it was her who said to me, “Jen, you have to tell people that more.” And I said, “Oh, it’s just something I can do.” And she said, “No, I think that’s the thing.” And so yeah, that’s pretty funny. She’s just epic.

Susan: She is epic, as are you. So let me ask you this; if someone comes to you – so it could be any of our listeners come to you, Jen Kem – and they say, “Do you smell money or you don’t smell money, please tell me?” What are some indicators for you where you’re like, “I smell a whole lot of money?”

Jennifer: Well, one of the first trigger statements that I hear, and I’m going to be brutally honest because I believe truth is love. So one line – and again, I don’t mean to get anybody’s panties in a bunch when I say this, but I find that some people do, so I’m just giving myself a little disclaimer here. But one of the key things someone says to me and I’m like, “I wonder if there’s money there…” is when they say, “I’m the only one doing this. I’m the only person who has this expertise or the way that I’ve done this isn’t like everyone else.” So that’s one line where I will put a bit of a side-eye on it. Not in a way to make them feel bad, but more in service of their dreams, say, first thing, if no one else is doing it, the likelihood that it has been done and didn’t work is probable. And number two, it’s very likely there’s no audience for it because we have – I say this all the time, every idea is good. In fact, there isn’t really truly a bad idea, but not all ideas are worth implementing because not all ideas will make you income. And so we have to separate what’s an idea that’s worth implementing versus an idea that’s probably been tested and didn’t work. And the keyword there is tested. It doesn’t mean I’m saying don’t go off and do it, but if you know somebody else has done it, study why they failed and it didn’t come to fruition. You have a better chance of making money if you can do things that other people have blazed trails for but have your own unique take on it. Similar to what you do, Susan. There are a lot of life coaches out there and life coaches that make money, but no one does it like you do, and that’s what really stands you apart. And you execute fast, so that’s another question I’d ask is, how much do you stew on ideas versus execute them? So if you’re fast to execute and learn quickly, I can already smell that the money is right behind that step you took. But if it’s more of you’re a talker instead of a walker, I already know I can smell zero coin.

Susan: Wait, we have to stop because I want Tweets and t-shirts and bumper stickers of those two things. If you’re a talker instead of a walker, I can smell zero coin. That is the best.

Jennifer: It’s just so true. And again, I’m not here to offend. I love you enough to tell you. It’s so fun. We love rapping on our ideas. We love the missions we’re on. But if we’re not going to put some pebble under our shoe, I can also – number three is, I can tell if the tongue in your mouth doesn’t match the tongue in your shoe.

Susan: Oh, stop it with these truth bombs. What?

Jennifer: Right. It’s kind of like, wait a minute, you’re talking, but you’re not putting on those running shoes to get up there on that path outside, because it requires us to get out of our seats, even in crisis, to turn on our live streams. So the fourth question I ask is, what are you currently doing to let people know about this idea and let people know about the genius behind this idea? How willing are you to talk about it even if it’s imperfect? And that always makes me go, okay, I don’t smell the money there. So it sounds pretty factual. So my spelling obviously is based on truth and fact, but I can quickly sniff out whether or not you’re really committed to making as much impact and doe to match what you say you want to do, because I think money is one of the representations of how, you know, you’re truly committed to serving the world. We spend our money on shelter. We spend our money on cars that drive us here and there and everywhere. We spend our money on college education; girl, I know you know about that.

Susan: Oh, lord have mercy.

Jennifer: All of the things, and the question I have is, like, are you willing to open yourself up to get paid for what you know, what you offer? And I think coaches in particular, talking about how I can smell the money there, coaches generally are great at coaching, and we need coaches. Oh my god, I can speak to – I’ve invested thousands and thousands and thousands of dollars on coaching, and I still do. Back even when I was in the corporate world, I had an executive coach that thankfully, back then, they paid for. But I’m also grateful that I had a really good one that got assigned to me. And I knew coaching even before coaching was a thing outside of the corporate world. And I knew very clearly when I became an entrepreneur that I couldn’t stop getting that support and guidance. And I think that coaches, a lot of times, forget that what they’re offering is a professional skill, like an accountant, like a lawyer. I think coaches don’t treat coaching as the profession that it is, and therefore they’re not treating themselves like pros. So that’s what profession is, it’s profession. A lot of times, all we do is fessin’, meaning talk, right? Confess and all that stuff, but it’s like we need to be professing what we’re badass at and I think that that’s part of the issue. So when I see a coach not stepping into their profession, then I can also smell that the money is not going to be there; a least not in a consistent way.

Susan: I love that you just said that and that’s a theme that comes up all the time in my classes. I love how you say it though. You say it in such an interesting way because it’s true. I mean, all of y’all listening, obviously this whole podcast is designed to help you step into your power and become a pro, and when we joke about some of the things we observe where there’s no coin happening, it’s because we want to help wake you up and help you step into treating coaching like the profession that it is. And, Jen, you’re so right because you can’t – you know, I talk to coaches all the time that hire me because they want to make more money and we have our first session and I’m like, “Alright, talk to me about your business hours…” and they can’t answer me. You know, it’s a basic thing. You couldn’t tell any boss, like, I might show up five hours this week, and get paid.

Jennifer: 100%. Can we just make that a t-shirt because it’s absolutely right? Of course, in my business, I help people build brands. You are, to me, the coach extreme of who other coaches should be learning from, because you show the whole way and the whole path. And for me, each coach that sets them apart, they need to be building a brand of them, a brand of their brand of coaching matters to them. And it starts with, first – it sounds like the boring stuff, but it’s so true. When I was in the corporate world, if somebody just said to me on my team, “Hey, I’ll just show up whenever…” I’d be like, “Well, okay, this place is probably not a good fit for you.” Same thing for us as professionals, whatever we’re doing as coaches, consultants, service providers, whatever, it is our job. Like, I tell people, you become an entrepreneur to not have a job, well I call bullshit on that too because I created the job of CEO for myself when I started a company, and I still need to show up as her every damn day so that I can help more people, and frankly, provide for my autonomy and my values that I care about, including my family. So I love that you emphasize that, Susan, because it’s so critical. I think people get lost in what I call the entrepreneurial Kool-Aid that keeps being handed out on the interwebs which says, you know, less hustle, more flow.

And my whole thing is, I absolutely 100% believe in flow, but if you don’t feel like, again, you need to put your shoes on and do some of the pacing and the work, it just won’t come true. We can’t be – back to smelling the money, I can smell that there’s no money when people romanticize entrepreneurship versus looking at it as a means to financial independence and autonomy and freedom and being exactly who you want to be. And I think those are the people we see and we admire out there. And if you want to be successful, you have to model being a professional in that way.

Susan: Absolutely, so all of this amazing advice comes from somebody, you, who have built multiple businesses.  And I remember when I was recently with you, I was like, wait a minute – I didn’t even know all the businesses that you have and that you’ve built. And so I think everybody listening who loves being an entrepreneur and wants to continue being an entrepreneur, I think one thing about successful entrepreneurs is many entrepreneurs have multiple streams of income, multiple businesses, multiple ways they’re making money, and so can you talk- a little bit about your main business, and then some of the other companies that you own?

Jennifer: 100%, so even before – I want to put some context around what you just said because I think that’s also effing up people. And what I mean by that is people are being taught, especially coaches, consultants that are just learning how to build six-seven-figure brands and businesses, that they need to have multiple revenue streams. And I tell people, okay, here’s the thing; get known for the thing that you want to be known for. And then go radical. Go ahead and try a lot of different things, but you want to make sure that you’re making a steady flow of income. So that was my foundation. So that’s what happened with me, Susan, is I left the corporate world.  I had no good reason to leave it, let’s put it that way. And I want to also say that, like Susan Hyatt, I like to think of myself as not a spring chicken, but a seasoned chicken. I’ve been around these blocks. I’ve been around this bend for a while, you know, 20-plus years, first part of it working in a corporate.

And I have no good reason to leave my corporate job.  My corporate job paid me a $250,000 salary with a bonus structure that made me half a million dollars a year as an executive in marketing for one of the biggest companies in the world, and I had a freaking parking spot that had my name on it. It was like all the ego, okay, like oh yes. I had an expense account. I had a big team. I got chosen for all the plum projects, mainly because I was a radical mother. I learned early on from mentors that take the projects no one wants and you’ll be able to rise, because otherwise, I’m competing against the boys, and that wasn’t going to work for me because I knew I would lose. So I always tried to find ways around, how do you look for a way to get known, how to get seen and heard inside of corporate? I never really thought I’d be an entrepreneur, even though as a young girl people said to me, Jen, I think you’re meant to have your own thing. And I honestly – I’m a good Asian child, I wanted to get a real job, quote en quote, to make my mother proud of me. And what happened before I even say how these businesses became true is I led one of the biggest successful launches, go to market launches, in the history of Verizon at the time.

And I had been plucked out of my day job to run this project. And when I got back into my old job, I still had access to the old budget and found out that my counterpart, who was a man, got a $100,000 raise, and I didn’t get a raise. And I realized in that moment, like, whoa, I can have all the success in the world, but I don’t have true autonomy over my money-making opportunities. That’s the moment. That was the moment I realized. And by the way, just to let you all know, I love men. I always tell people, I’m not against men. I’m for women and there is a difference and he and I are still really great friends to this day. In fact, he’s still working in the corporate world and jealous around the fact that I get to do my thing. So anyway, fast forward to when I became an entrepreneur, Susan, how I was able to build first a very profitable company and now have four very profitable companies is from that experience in corporate. So I didn’t discard my ability to have the disciplines that I had in corporate, the processes, the team, the resources, the way that I thought strategically and how was I going to launch multi-million-dollar products for these companies. I looked at it and I took it to my company.

And by the way, I didn’t have these multi-million-dollar dreams too, just to be completely honest. I just want to make what I was making, and I knew that I couldn’t even – well, I felt, because I like to play in the realm of probability and predictability even more so than possibility, because I think possibility can also eff you up. I like to play in the realm of how can I make my possibility probable? And so for me, it was if I were to create a business that modeled what I did before, I’d probably have a higher probability of making at least maybe six figures this year. That was my main goal. I said I just want to make $75,000 my first year. It was really a humble goal when you think about how much I was making as a corporate employee. It was like, I just need enough money to basically pay my mortgage and make sure my girls are still educated. I have three kids now, lord, 22, 17, and four, okay. They all came out of this vagina, just to be clear. In terms of like, yes, I had my second season, but that’s a whole ‘nother story. But the point is that I realized – and I think that’s a missing link too, that in coaching and consulting, I think a lot of people discard what they’ve done in the past. And so if you can bring forth some of that without all the overhead and the red tape, because you have to act and flex as a business owner.

And so I started KEMCOMM, which is my company still here today, thank goodness, and basically, I turned the tables on my old boss. When I left, I left a hole and I said, “Well I think you’ll probably want to pay me still to be a consultant for your company.” And my $75K goal become easily a $100K contract because I realized all I need to do is step out, leave in a dignified way, in a professional way, and still be that source. So that’s how I started KEMCOMM. It started with that first contract. And now, my company serves a lot of Fortune 500 companies; Microsoft, Verizon, Blue Cross Blue Shield, companies where we are their strategic planners, their brand strategists, and then obviously we help them market their products. Now that’s my bigger company. And now we’re 17 people full-time. We’re a boutique company that focuses on brands. But then, as I was masterminding and realizing, I’ve done everything to build this company, I have an incredible COO who she’s still running the company like I boss. I was like, I’m made for more. I’m sure even coaches who are listening to this, you know you’re made for more. And for me, if I did this and I was a successful businessperson and I help other people create brands, I need to help everyday people create brands. And I actually was not wanting to, Susan, to be honest with you.

Everybody was like, you need to do this. But I’m like, no, I like focusing, because I’m in my pocket over here of excellence and I need to stay there. But I realized, I was in my pocket of excellence, not my pocket of genius. And it was actually a coach of mine, Lisa Nichols, who said to me, “You have a responsibility to teach people this because there are a lot of people hurting out here because they’re learning things like funnels and things like that.” By the way, funnels are good things, but they’re not knowing how to use it in relationship to their message, so they’re spending a lot of money and losing money, and I need your help helping people in her community. And so I said, okay, I’ll do it for you because I trust you and I don’t know if my stuff’s going to work for everyday people. I know it works in corporate. And so I tested that. And then it became a huge hit. We have a campus for entrepreneurs to build their brands. It’s called Master Brand Institute, and I’ve, for the past three years, been leading that. And now my other COO runs that company and I don’t anymore. But I obviously get the spoils from it. And as we move into what’s next, I ended up helping a lot of the thought leaders, Steve Harvey, Lisa Nichols, Oprah Winfrey on the OWN Network.

Our company has worked with thought leaders, bestsellers, on developing brands that model the strengths of corporations but don’t make them hunkered down with all of the crap the corporations can bring. And so those are my main companies, and so that’s how I diversify. But notice – I hope you notice the pattern is really I just kept leveraging what I did before and then I added another length. So it was like first, corporations, then thought leaders, New York Times Bestsellers, celebrities, and then it was everyday entrepreneurs. And I’m using the same framework, I’m just running it based on what that audience needs. And so knowing your audience is also important, so that’s kind of what I do.

Susan: So good, so good. So, let me ask you this; Miss I Smell Money, one of the things I love about having amazing women on this podcast is because I’m on a mission, because coaches, sometimes, can feel conflict about making money. It’s one of the biggest blocks life coaches have, that if I’m spiritual, is it weird to take money? I’m very unapologetic about wanting money, liking money, earning money, leveraging money, and I know you are too.

Jennifer: Yes, I love that about you.

Susan: We love that about each other. My question though is, what’s something that makes you feel rich, wealthy, abundant, that doesn’t cost anything?

Jennifer: So many things, but I think that the main thing that makes me feel rich and abundant is that I am now living what I call a values-driven life, not a results-driven life. And what I mean by that is I always had a high currency on performance. I got obviously a lot of accolades, obviously money too from a salary perspective in my corporate life, but when I became an entrepreneur – and I also have a family. As I mentioned, I have three kids. One’s in college. I love her and she drives me crazy. I have one that’s going to be going to college next year, and then I have a four-year-old. And I realized, the first part of my life, I was so performance and results-driven that – one of my proudest things I can say is my kids really still like me. I mean, that was one of my things; if my kids can still like me knowing that I couldn’t honestly be present for them all the time – that’s just the god honest truth. But I tried to be and I tried to play that game and tried to play that mind-eff around, like, that’s possible. I like probability, not possibility as much. So for me, it was, wait a minute, I need to shift the way I look at performance and go to my kids, how can I be more present and link the things that I’m working on to how I want to be a mother, how I want to be a wife?

Because I also got divorced which, I don’t think anybody gets married to get divorced, and so I knew that if I ever got married again, I needed to live more values-driven than performance-driven, because everything was such a checklist for me. If it didn’t fit my strategy in both life and business, it didn’t fit. Now, to answer your question, I see my goals in the measurement around values. So my top values are autonomy, justice, generosity, leadership, and legacy. And it’s the filter that I use to make decisions, clean decisions, about where I spend my time in my life and with my business and with myself, you know. And so, that’s kind of how I hold my values at the highest regard and they don’t cost me anything except for my sanity and my peace and my love for myself. And so that’s my answer.

Susan: I love it so much because I mean, I love asking that question on the podcast because I get answers from everything from having a fridge full of food to sex to my kids to – your answer is so unique because it’s like, hey, I’m no longer performance-driven, which I think a lot of entrepreneurs, all y’all listening, we all can get tripped up on that. Like, how many followers, how many dollars, how many hours, all those things, and at the end of the day, I always say, there’s nothing worse than a burned-out life coach. So if you’re not living according to your values and remembering why you got in this business in the first place, you’re not going to feel rich, no matter how fat your wallet is.

Jennifer: In fact, you’re going to be alone with your wallet and I love money, but I don’t really want to be alone with it every day. The whole purpose, even for me for money, is to be able to help more people really, including – you know, these children cost a lot of money in our house and all of that. Are you kidding me? I even – when you said, “Doesn’t cost money…” I was like, no, that costs me money, that costs me – because I think about how my daughter sends me a PayPal invoice every month for her college tuition and she does it because – she came up with this solution herself because she wanted to demonstrate that she was good with money. When she turned 18, I thought, well okay, you are your momma’s daughter, right?

But I think it’s still hilarious whenever I get that PayPal invoice every month coming to me. But the point about making money is I’m so grateful that I can do that. And I think we forget that that allows us – we separate money from actually the way that money can support our values. Again, autonomy being one of my highest values, I lost my autonomy that moment over 12 years ago when I decided to be an entrepreneur and found out that no matter how hard I worked, it didn’t dictate how much money I could make. And I realize now, that’s why clean decision-making around my values is my highest currency, because it allows me to make better decision, which again makes me more money. So it’s really important.

Susan: So beautiful. So, obviously I will put all the link love in the show notes, but, Jen, where do you best hang out with people online?

Jennifer: Well yeah, you know, I would love for you all – part of the way that I help people, especially coaches and entrepreneurs, anybody in the service – well not just service space. We help any entrepreneur, especially women, a round how to build brands. So one of the tools that is really fun plus useful for you is our brand archetype quiz, which helps you basically determine the psychology of your brand, the come-from, the essence of where you’re coming from. And I think a lot of people wonder, what’s my superpower? What’s my unique service proposition? It’s a helpful tool to unpack that for you. So you can visit me at and take the quiz. By the way, it’s a real assessment based on psychological work, and so it’s actually not a for-entertainment or get your email address use only.

Susan: Wait, you didn’t make it up five minutes ago? Darn it…

Jennifer: Exactly, it’s the foundation of how we help brands evolve. And so it’s not one of those quizzes like, “Oh wait a minute, how come it’s like 100 questions?” It is. It’s an actual real assessment that we use with Verizon and Microsoft. And I wanted entrepreneurs to have access to it because – I’m sure you hear this all the time, Susan – clarity is a big thing. I want to get more clear on what I offer. I want to get more clear on who my audience is. Well, my tool helps unlock that, so I’d love for you to visit me there and tell me what you think about yourself after you take it.

Susan: Awesome. I’m going to have to go take it and send you my results.

Jennifer: I would love to.

Susan: Alright, awesome. Thank you so much, Jen.

Jennifer: Thank you. It’s been so much fun.


Throughout this episode, we’ve been talking about money-generating activities. So here’s one more quick tip to wrap up today’s show. Think about the last five clients or customers; why did these people hire you? Maybe three of them hired you because they read your newsletter and they loved it. Maybe two hired you because of a recommendation they got from a friend.

Okay, that means for you and your coaching business two important money-generating activities are number one, sending out that newsletter, and number two, encouraging client referrals. Those are specific activities that historically have led to more clients and more money for you, so keep focusing on that. Do more of that. Stay focused on MGAs. Those could be your top priorities.

Again, to recap, I want you to think about your last five clients or customers, figure out those people hired you. Whatever led them to hiring you, keep doing that because that’s a solid proven money-generating activity for you.

Thank you for listening to today’s episode. Your homework for this week is to stay focused on MGAs. Make these your top priorities every week, every month, every quarter, and do these first. Everything else comes later. And yup, this requires bravery because most of the time, doing a money-generating activity means you’re directly inviting someone to hire you.

You’re making yourself vulnerable to possibly being rejected. So yes, bravery is required, but guess what, you are brave enough. You can do this. You can survive feeling a little twinge of discomfort. Yes, you can. So make the call, send the text, schedule the presentation, reach out and ask someone for a sale. Your bravery will be rewarded.

Alright, thank you so much listening to Susan Hyatt's Rich Coach Club. If you enjoyed today's show, please head over to where you'll find a free worksheet with audio called Three Things You Can Do Right Now To Get More Clients. You can download the worksheet and the audio, print it out, there's a fun checklist for you to check off. Just three things to do. Check, check, checkidy-check.

This worksheet makes finding clients feel so much simpler and not so scary. So head to to get that worksheet. Over there, you're also going to find a free Facebook you can join especially for coaches. Bring your coaching practice and your income to the next level at See you next week.

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