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.
Oh hey coaches. Happy 2021. So today, I’m bringing you a very special episode. We’re breaking away from our usual format and doing something a little different. So if you’re a long-time listener, you know that most episodes start with a pep talk, followed by an interview, where I sit down with a wonderful guest to talk about life, business, the coaching industry, marketing, sales, making more money, all the things.
But today, the interview guest is me. That’s right. We’re turning the tables and putting me in the hot seat, and you’ll get to hear my best friend Frances interview me. This was a really interesting conversation for me because we got into some pretty deep stuff.
So Frances definitely asked some questions I wasn’t expecting. Some of that got edited out. And it resulted in a really powerful conversation that I think you’ll love. So here’s a few things we talk about.
What it feels like to grow from earning six figures to seven figures to multiple seven, the excited feelings and the scary feelings too. We talk about my marriage and friendships and how they’ve changed as I’ve grown more financially successful, the additional pressure I feel now that I’m running a multi-million-dollar company with eight full-time employees and counting who rely on their paycheck from me and the responsibility of this, and the connection between having more sex and making more money. So curl up and let’s dive right into this interview.
Frances: I’m actually really honored and excited to interview you, BFF.
Susan: Yay, I’m so excited to have you interview me. I was going to have Scott Hyatt interview me and I’m like, no, he will ask ridiculous things. So I was like, I’m going to ask my BFF.
Frances: That is right. So I have known you forever.
Susan: I know. Did we just like, 10 years or longer?
Frances: It’s longer because Bailen was two and he’s 14, going to be 15.
Susan: Oh my god no. Really?
Frances: Yeah. And how I remember is because how we became friends was Karen Meecham. One day we were just friends on Facebook and then one day you were going for a run at 5am and I’ve been running that early but nobody to go with me. So I asked to tag along.
Susan: I remember that. I remember that. And my running buddy at the time did not want me to let you come.
Frances: Oh yeah. I’m not going to say all the things I think about that.
Susan: But look, I got a best friend out of it.
Frances: How I remember too that Bailen was two was because I was training for that marathon. The one and only trail marathon I did.
Susan: Oh yeah, that’s right. And I was like, that’s ridiculous, I’m not doing that.
Frances: Accurate. So what you wearing girlfriend? Everybody wants to know about your fashion because you are the most well-dressed person I know.
Susan: What’s the Spice Girl that’s now a - this is terrible.
Frances: Victoria Beckham.
Susan: Yes. I am wearing a Victoria Beckham pussybow blouse which is actually super comfortable and stretchy jeans. And these are - I think they’re Paige jeans. And very unglamorous fuzzy slippers that are half eaten by the beagle and stained up.
Frances: Me too.
Susan: Oh, but yours are cute.
Frances: I just got them. They’re not very comfortable though.
Susan: See, that’s the problem. These are comfortable and they’re disgusting.
Frances: They’re supposed to be comfortable. I paid enough for them to be but they’re not. So tell me what it’s like running a multi seven-figure coaching company in 2021.
Susan: Well, it’s really different now. When I started this company - so when we met, if we met 13 years ago, then I had been in business almost a year. It has changed and transformed my business model obviously, and what’s different about it I think today is the use of social media as an engagement tool with your audience. Also this, podcasting has become really relevant and important to my business. And having a large team to pull off some of the stuff.
Frances: How many full-time employees?
Susan: Right now I have eight. Eight full-time and then several subcontractors and part-timers.
Frances: And then you’ve built brands, Bare, Bold, and you host retreats, which is not impossible in 2021. I know that was really hard. How did you pivot from not being able to do in-person?
Susan: That was so hard. Let me back up and say what’s interesting about it I think is that when you and I met and up until my kids were slightly older, I did everything over the phone or online. I didn’t do any in person at all because my kids were little, and I wasn’t traveling much.
And then when they got older, I started doing a ton of stuff in person and in person became a big way for me to do my business. Retreats, live events, and then when COVID hit, and you know from all of our runs and all of the tears I shed how difficult it was to have a sold-out retreat to Italy, my biggest sales event, Finish Strong, not being able to do that live and in person.
The way that I pivoted was like, okay, well, I know how to do online. That’s how I used to do it. So how can I create the same level of excitement and connection online? And it’s not the same as in person but different. So we just got together, and Finish Strong was an online digital event, postponed my retreats, and started doing what I know how to do, which is help people get what they want, but packaging it online instead of an in-person experience.
And let me just say, I can’t wait to go back to having a hybrid approach. The middle of my vision board has a picture that says all dressed up and some place to go. I want to get the hell out of here.
Frances: Yes, I remember when you cut that out. We talked about that. Yeah, I mean I know it’s been very hard for you to sit and not travel because you love to go and travel and see. And I think it’s been actually really awesome to see how you’ve pivoted and helped so many people calm the fuck down, including me. I was freaking out and of course, it’s been - to me, that’s the 2020 lesson. Nothing is what you think it is.
Susan: No. I think it’s like, bloom where you’re planted has always been something, I’ve been pretty good at but 2020 really tested that. But it’s like, I mean, there were many, many gifts to 2020. But I’m not going to lie, I really can’t wait to be able to go and experience new and different places occasionally.
Frances: When you’re gone, it’s not as much fun. I’m just going to say.
Susan: That’s what Scott says too. I think Scott’s secretly happy that I’m like - he’s like, literally no countries will let you in, so you have to stay here.
Frances: Yeah exactly. I mean, I’m secretly happy too. But only for selfish reasons, but ultimately, I am ready for things to be back to where we can travel. So tell me about what was the scariest thing for you, growing from six figures to seven figures.
Susan: I would say hiring a team. And I think about this all the time. When it was just me and an assistant, it was very easy, simple, and manageable. And for any of you listening, there’s a great book called The Power of One that is about just intentionally keeping your business very streamlined.
And the scariest part for me was making the decision to really go for it and really go for scaling the business. And mostly that for impact. It’s the same reason why I chose to go with a traditional publisher instead of self-publishing. It’s much more difficult in my opinion to go through traditional publisher, but I wanted the reach.
And so similarly in my business, I’m constantly like, whose idea was this? Why are you doing this? But ultimately, it’s the reach and the impact that I want to have, and in order to do that, that requires a team of people to help.
Frances: So was it hard to do that not knowing if you would make the income for sure or not? Was that scary part?
Susan: Yeah, that’s the scary part is always, and I do think entrepreneurs constantly struggle with this fear like, will I repeat the same level of success? And I’m always like, success is repeatable, you’ve done it once, of course you can do it again. But it’s that fear like, what if I don’t? What if the bottom falls out of the industry?
Your mind can tell you crazy things, so it really is like that. But I do pride myself on sustainability and doing things that keep a sustainable level of business and profit coming in.
Frances: You have a book coming up for young girls called Bold. And with that, you talked about publishing Bare and going with the traditional publisher. How’s Bold going to be different than Bare?
Susan: So yeah, that’s a big 2021 dealio. So Bold is Bare, but for girls ages eight to really 18. And it’s important to me because the average age of when a girl starts dieting is eight years old. It’s important to me to get in front of that and give parents and teachers and anyone who works with girls’ tools to empower them to tell themselves a different story than culture tells them, which is your worth is tied up in how small you are.
And so my agent has the book proposal, she’s given me feedback on the book proposal that I have to now implement, and then we’re going to start pitching publishers. And so what’s different about the process this time is I’ve been through the process, I know how it goes, I know that it will get out there is how it’s different. Bold is core to my legacy. So it will be in the hands of girls one way or the other.
Frances: Which I think is amazing. I’m so proud of you. I think back about how that has ultimately been such a part of what is who you are in our entire friendship. So going to be published with a traditional publisher or have you decided that yet?
Susan: Well, I think so. I was going to self-publish it and I was popping off on social media about that because the book is done. I mean, the book in its current form I could easily - we have a cover designed, I could easily have that out. And I was like, I’m not waiting.
Because listen, the thing about traditional publishing is - and it’s a good thing - is that it takes time. There’s an editor, which of course I can hire one myself, but there is a seasoned professional editor that makes it the best book it could possibly be. And their process takes about a year from the time you get a deal, unless they fast-track it for some reason, which could happen.
So my hesitation in going with traditional publishing is I have many reasons. One of them is the amount of time that it takes. I am personally - even though I have a lot of followers and all those things, I personally as a company cannot get this book in as many hands as a traditional publisher can, which means I probably will, yes, do it that way, if I’m lucky enough to get a nice book deal.
Frances: I’m sure you will. I have utter confidence you will.
Susan: I mean, I hope so. I hope that a publisher is smart enough to snatch it up.
Frances: Let’s talk about something I have witnessed up close and personal with you being your BFF. Hate mail. You’ve received death threats. How hard is it for you to deal with these kinds of bullshit? Crazy people. Somebody showing up at your doorstep. Traveled from St Louis? I can’t remember.
Susan: Yeah, there was a woman who drove from Missouri and was up at the coffee shop not far from our homes on a Friday. Remember that? She was like, “I know it's your fun Friday and I’m in town and I would love to have a cup of coffee.” And at first, she made it seem like she was just happened to be in Evansville.
And then when I politely declined, she just started sending me these crazy videos of herself in her car that she had driven all that way. I didn’t know her, with no invitation. So anyway, yeah, there are some interesting things that have happened over the years with death threats and haters and…
Frances: You’re so much more grace. Not that it wasn’t graceful before, but I don’t know what the right word is but it’s so interesting to hear these stories, but they’ve changed and you’ve gotten more, but you somehow have coached yourself out of not letting it freak you out I guess.
Susan: Yeah. I mean, that one time I had to hire a bodyguard, remember that? When I went to Savannah. That was probably the most frightening. And then the last time I was in Savannah, at the top of 2020, there was a woman who was not well and convinced herself that I could get her elected.
And then when I wasn’t responding, she knew where my event was happening and was threatening to come. It was really, really - some of it can be alarming. I mean, the way that I deal with it now is just an understanding that there was an article written by Tim Ferris actually, where he talked about this.
The article was meant to scare the pants off of you and be more careful. But it actually helped me get some things in place so that I wasn’t afraid. The thing that he used, or the analogy that he used was that, hey, if you look at for example, the population of a town and it’s 28,000 in that town, there’s going to be a certain percentage of criminals.
There’s going to be a certain percentage of murderers, of robbers, small percentage, but still a percentage. And if you’re someone with an online audience, it’s just math and numbers that when I look at Entreport and look at the number of followers that I have that’s the size of that town, there’s going to be a percentage of those followers that through no fault of me, what I do or say, there will be some nefarious people who either aren’t well or who have ill intentions that there’s nothing I can do or say that’s going to change that.
And therefore, you need to have some precautions in place. And so we’ve done things like take my address off the internet and only give out a PO box, and I only check into places as I’m leaving them and you know, I mean, people can find you no matter what. They can find you if they want to.
But I think I also have stopped taking things personally. So recognizing that there are people who are not going to like what I have to say that has nothing to do with the value of what I’m saying or how I’m saying it. That’s just how it is. We all know that, but 30% of the people are going to love you, 30% of the people are going to hate you, and the rest of everybody’s ambivalent and that’s that. So therefore, go about and be you and that’s it.
Frances: And that’s the hardest thing I think for people is accepting that 30% of the people are not going to like you. Let them go. Who cares? Why do you want to?
Susan: I will say that it is a practice and I’ve gotten a lot better at it.
Frances: Do you remember the friend who I liked the old Susan better? This made me think of that. How have your relationships changed being more successful?
Susan: There are people who have known me a long, long time, who prefer the Susan who pretended to like baking Christmas cookies and would go along with whatever. And a lot of the work that I’m doing right now and things I’m creating for the university, I had remembered some of those things.
Like oh yeah, I broke a community rule, which is like, don’t change. But there are ways of being or coming into your own as an entrepreneur, as a woman that not everybody’s going to like. And when people don’t like even positive changes that are made, it’s also not about you. It’s about what’s triggered within them.
And so when I started making big changes in my personal and professional life, there are some people that just can’t go along with you where you’re going because it triggers their own fears and insecurities.
Frances: I think that this is so - one of these questions here, it kind of leads into how success of women, you’re too wealthy, too confident, too sparkly, too strong, too famous. It’s like, if people treat you differently, somehow they dehumanize you. You’re no longer - it’s okay to tell you well, I like the old Susan, I don’t like who you are.
Susan: Well, it’s like, my mom used to say when I was a kid, “You’re getting too big for your bridges.” And it’s that. It’s the lobsters in a pot thing. That gross analogy that if a lobster’s trying to crawl out of the pot, the other lobsters will cling to and pull that lobster back down into the boiling water. And humans do it. Humans do it. And if you’re too, too something for them, they’re going to try to drag you back down into that boiling water.
Frances: Yeah, they sure will. Let’s talk about pleasure principle and how more sex makes you more money and how…
Susan: Oh yeah. I need to talk about that more. It seems like I ran part of a class where there was a sex challenge involved.
Susan: I remember there was a weird lady in that class that signed up just because I was talking about that and she kept making passes at me. That was hilarious. But yeah, it’s true. It’s true. I do believe the more sex you have, the more money you make.
And that is because the human body is wired for pleasure and it’s not just sex that’ll make you more money, but any kind of pleasure on a consistent daily basis will make you wealthier because your body is designed for that. And we tend to deprive ourselves of that because of our puritanical bullshit roots. And particularly for women. So when you become a woman who’s devoted to pleasure in all areas, it makes you better in all ways.
Frances: Okay, so we’ve been talking about books you’re reading that I have to get, that I have not gotten to yet. One is 24 - this need to detox from our addiction to our phones. I’m very addicted to my phone.
Susan: I am too. As we all know, 24/6 by Tiffany Shlain. I’m going to be talking about this book relentlessly and everyone’s going to hate me because you know how I am when I get obsessed about things. But what I have noticed is while I have great boundaries around my works schedule and work and great routines in place with you for movement in the morning and going to bed early and all those things, what I notice is an unhealthy compulsion to constantly be looking at my phone.
Actually, I annoy myself with it. So it’s not just that I’m always on. It’s that I’m always checking. And it’s the rise of the number of apps and the ways of communication I think that I have now in my business. So Slack for my team, that app is on my phone. And so notifications from Slack that somebody’s asking me a question, and people commenting on social media and all those notifications, news notifications.
But basically, the book, the premise of the book is so, 24/6 instead of 24/7, that you take one day a week to unplug entirely from all screens. And this is not something I would have entertained or been interested in I don’t think even a year ago. But I think what has happened is just exhaustion from constant communication, constant checking my phone.
When I talk about this with other entrepreneurs, everybody - the other book I read is How to Break Up with Your Phone, which I don’t want to entirely break up with my phone, but I definitely want to have better boundaries around using and checking my phone. Because if you think - we check the time, we check the weather, we check notifications, we read the news on our phones. Everything.
Susan: Shop, yes. And anyway, both of those books, the authors use a ton of scientific evidence of what that is doing to our brains and that’s the big concern I have is that I started to notice my attention span dwindling. I noticed that it was difficult - I love to read and it was difficult for me to stay focused enough to read.
And I’m like, this is actually ridiculous. I want to use these tools in a healthy way and a way that is empowering and not in a way that’s taking away from my connection. They’re saying, Frances, that even our pets are suffering because of our screen addition. Because humans, as well as animals require eyeball to eyeball connection.
And when we’re constantly on our phones, even our freaking pets are suffering the consequences. And so now it’s so funny this morning when I was in my chair with Mork by the fire, I’m looking into his eyeballs. I’m like, do you see me looking directly into your eyeballs Mork?
Frances: I’m so doing that with Ollie. Ollie and Jack are so little they’re always in my lap anyway, but I’ve never even thought about that.
Susan: They might be on your lap but you’re on a screen.
Susan: Same with husbands.
Frances: Yeah, exactly. Didn’t you say people check their phone during sex?
Susan: Oh yeah, there’s a small percentage. They had all these percentages in there of how many times a day people check their phones. It’s now not considered rude to be in a meeting and check your phone notifications, be at dinner, but there’s a small percentage of people who admitted in this survey, admitted to checking their phones during sex. That’s some bad sex.
Frances: That’s bad sex. Oh my god, you need to…
Susan: If I’m that bored, there’s a problem.
Frances: There’s a problem. Oh my god. You know, even while we were talking, I had a notification on my phone and I’m like, don’t check it, don’t check it. It’s such an itch. We are so addicted.
Susan: We’re so addicted and it’s just about everybody. So this isn’t like, let’s shame ourselves. It just is. And there are reasons why because of the dopamine hits that we get and I think almost everybody intellectually is like, yeah, me too. But I’m going to be talking a lot about in a separate episode things you can do. And what I’ve been noticing since I started not checking notifications and things until after I’ve been up for an hour. It’s really incredible.
Frances: I did that for about a second and then I got back to it.
Susan: Right? It’s hard.
Frances: I leave my phone downstairs to read to go to sleep. So I’m often reading a book on my phone to go to sleep because my husband goes to bed, sometimes an hour before me. So I want to read myself to sleep. But I still should just make myself go to sleep, leave my phone downstairs. Let’s talk about your daily routine then and how that impacts your business and the money you make and sanity. 4000 hours a week.
Susan: No, I’m not. And thank god. But I think part of the reason why I’ve always been so adamant about not overworking is because I did that in real estate and that’s one of the reasons why I started this company. And so I did notice when I started this company though, I was bringing my old habits into coaching and was really overdoing it.
And I would tell myself, which is what a lot of entrepreneurs tell themselves, “But I love my work so much.” And that is true. That’s true. It’s still true for me. And yet, the mind, the brain, the body needs to have a break. And you know, when you’re doing too many - everybody has a different capacity for that.
But by and large, over 50 hours, you need to stop it. Stop it right now. So I get up at 4:45 as you know, you and I run at 5:30, or I do my Peloton. And then three days a week I workout with Eli right after that. And then I get ready for my day. And I typically have my ass in this chair by 8:30 and I work on and in my business until about 4, 4:30. It’s got to be something special to keep me working after that.
And then I’m done. I might go do an afternoon Peloton ride, I might go heat up dinner. Although I have been cooking a little bit more lately since I got that air fryer, Instant Pot duo. And then I hang out, check in with - Scott’s home earlier and earlier. Ryan comes over.
Frances: Make the dog fresh Insta pot.
Susan: Yeah, the dog eats better than anybody else. So Cora said the other day because she’s home right now, she’s like, “I think that dog eats better than I do.” I’m like, “I think you’re right.”
Frances: I’m sure. So what’s your weekend like? You don’t work weekends. You are adamant about - you don’t even work Friday.
Susan: Yeah, I don’t work Friday. And listen, I get real salty if I have to. So if there’s a special thing, I’ll choose to if there’s a special event or whatever. I don’t work Fridays typically. I call them fun Fridays and I definitely don’t work weekends.
And again, the only weekends I’m working are if I’m doing some kind of special event, which is not very often, or a retreat, which none of that happened in 2020. So I just think it’s important. Also in the 24/6 book, which is interesting, she goes into history and the reasons why - workers really had to fight hard and lobby to have a day off and then two days off.
And there are psychological reasons why we cannot just be machines day in and day out. And it is proven that there is a point of diminishing return, typically over 50 hours that you are doing harm to your job and your business anything over that. We had a guest cat in the house, did you see her? Lady Disco.
Frances: I did, Lady Disco.
Susan: Lady Disco, she wears a little bell around her neck so I can hear her coming. And she’s - Cora’s still sleeping, and so I let her out to roam around and I think she’s done with me. She’s like, I got to go back.
Frances: Are the dogs at doggy daycare?
Susan: I don’t know if Ryan took Caesar, but Mork goes to doggy daycare because he can’t be trusted unattended while I work.
Frances: He’s happier. He is living his best life.
Susan: He is totally living his best life.
Frances: Any advice you would give people just starting out? Because I think people don’t realize the behind the scenes with you. They think - I mean, they still don’t understand all the things. So I think people just starting out, give them a little pep talk too maybe.
Susan: Yeah, so what I would say is there are at least seven, but I focus on seven thoughts that you probably need an attitude adjustment about if you're just starting out, which are things like so-and-so already does it and they do it better, it’s taking too long, I’m not good enough, who cares, all that kind of stuff, why bother, all that kind of stuff.
And what I would say is you really want to think about what are the bullshitty thoughts you’re telling yourself and how’s that showing up in your business? So if you’re consistently telling yourself so-and-so already does that and they do it better, and why bother, and I’m not good enough, and it’s not perfect enough yet and all that stuff, you are literally taking money out of your bank account and you won’t.
You’ll undercharge, or over-effort, or not show up at all and hide. And the thing you have to remember is that look at female entrepreneurs who are doing it in a way that looks and feels good to you. And use that person as inspiration instead of compare and despair. So it’s not just high-quality thinking, it’s also high-quality action.
So you have to pray with your feet and you have to tell yourself that it’s coming. If she can do it, I can do it. And also, what are the things that I need to be doing in my business to let people know I’m in business? And if you need help, hire it. If you need a mentor, if you need a coach, if you need a business strategist, whatever it is, get that stuff in place.
And I have tons and tons of free resources through this podcast and inside Rich Coach Club for people who are just starting out. But if I can do it, you can do it. Do I have certain life experiences and education and thoughts on things that are different than you? Absolutely. But what you have is enough.
Frances: I would say surrounding yourself with people who are not naysayers, that are going to…
Susan: Totally. Like you cannot share your hopes and dreams with people who are not capable of handing it. And some people just aren’t.
Frances: Well, this has been fun, Mrs. Hyatt.
Susan: Thank you Frannypants. It has been a pleasure.
Frances: Yeah, I loved it.
Now we’re moving on to the part of the show where I give shout-outs to listeners, clients, all you wonderful people in my business community. And you may or may not have noticed but I have been mailing out gold sparkly crowns to people who leave me a review. Yes, I’m bribing you to say something nice on either Apple Podcast or Stitcher.
And today, I want to give a shout-out to Elizabeth Smith. So Elizabeth gave me a five-star review and she entitled it, “Five golden blingy sparkly stars. Susan is delicious, I eat up every luscious nibble of brilliance each and every week. Her energy is contagious, and she makes me feel like I’m capable of achieving all the good things, in my business and in life. Thank you, Susan Hyatt, for all the good stuff.”
Listen Elizabeth, thank you. I can’t wait for you to receive your crown in the mail. And for those of you listening who are like, you know what, I’m been meaning to leave a review, but I don’t feel like taking the time, take the time because I will send you some bling in the mail. I love y’all. Thank you so much for listening.
Alright, one more quick thing before we say goodbye for now. Earlier in the episode we talked about leadership and growth in order to lead a team and lead a company and lead a movement. You’ll grow on a personal level. You need to. You grow more courage, you grow the ability to delegate, you need to grow and stretch and develop new skills that maybe you never really had to use before.
So here’s my final question for you. What’s something you need to grow so that you can build your dream coaching practice and make significantly more money? So do you need to grow and strengthen your writing skills, your delegation skills, your sales skills? Do you need to grow a backbone and stand up for yourself and set new boundaries and enforce them?
What’s something you need to grow to get to your next level? So think about what that is, write it down, and then pledge to do it. The seed of whatever you need is already inside you. You just need to bring attention to it so that it can grow.
Thank you so much for listening to today’s episode. I hope you enjoyed this special episode with a little behind-the-scenes peek into my life, my journey as a coach, the challenges I grapple with, and things that scare me even today. All the things. We’ll be back to our usual format next week. That’s all for today. Have a beautiful week and I’ll see you next time.
Oh, one last thing. Are you part of The Mastermind for 2021 yet? If not, you want to have a 30-minute call with someone on my team. This is truly a once in a decade kind of offer, so go schedule your call. You can have a private one-on-one coaching session with someone on my team and determine if On the 6 or The Mastermind is the right community of women kicking ass for you. See you later.