Lockdown in Phuket, Brand Ideals & a New Website

by | May 10, 2020

I have been toying with this journal style section of my site for a couple of years now, but have never seriously made the commitment to post regularly to share my journey.

That time has come.

I wish I’d started years ago when I first fell over online marketing, when we were strapped for cash & well before we’d generated our first million online.

But as the old saying goes ‘the best time to start was yesterday, the next best time is now’.

The point of this part of the site is for me to share what’s happening in my world. It’s the small self serving part of my site where I talk about where we are in the world, the projects I’m working on & any learnings I’ve experienced.

I say self serving but I only ever share content that I hope brings value to those who consume it so I do hope my stories benefit you in some way.

So a quick recap as to where we’re at right now & how we got here!

As I write this I’m in the spare room of a beautiful villa in Rawai in Phuket, Thailand. The house is being rented by my friends Sue, Brian & Dan Worthington who after attending my wedding in February here in Phuket decided to stay for a while & then got locked down here as the Coronavirus caused havoc around the world!

We’re friends via the fact they were my community members back in 2015 & after taking my Amazon course went on to build a very successful Amazon business which afforded them the opportunity to travel the world!

Sue, Dan & Tina

Pre Lockdown

In fact Dan shares a lot of his journey & his fabulous photography skills over on Instagram @wanderingworthy. You can find him there.

I actually live in Phuket right now with my husband & daughter about 30 mins up the road & have done on & off for the last 10 years while also living in & visiting over 30 different countries.

Back in 2010 we sold everything we owned (which wasn’t much) and with scarce funds, a 4 year old under our arm & 3 suitcases set off on the adventure of a lifetime.

It took just over a year to generate our first 6 figures & another 4 years before we hit $1 million annual turnover.

And believe me when I say we’ve done it all! Digital courses, ebooks, affiliate marketing, Ecommerce, Amazon, coaching, Software as a service; there isn’t much online we haven’t tried over the years.

Right now we buy & grow e-commerce businesses which my husband primarily takes care of & I have a goal to grow ‘Your Lifestyle Business’ into a popular blog & educational brand to help people the world over build lifestyle businesses they can run from anywhere in the world.

By lifestyle business, I mean a business that funds your ideal lifestyle!

So even though we’ve had a decent amount of success over the years, here I am with a fairly new brand, a small audience and a hugely competitive landscape. No better time to start this weekly journal to share with you how I grow YLB over the coming months & years.

I hope sharing my insights and experiences with you will help you on your journey!

A New Brand Feel and Website

A few weeks ago I was helping my now 13 year old with her homeschooling and she was doing a project all about branding and advertising (right up my alley).

The teacher shared a document all about Brand Ideals – you can download and read that document here.

Ever since reading that and researching more into brand ideals, it hit me like a ton of bricks.

All this time we’re taught to identify our target customer primarily by demographics such as gender, age, location, marital status, job status etc. But that is old school my friend. That may have worked 20 years ago when society all followed a similar path, but in todays world where diversity is celebrated and you’re just as likely to go rock climbing in your 80’s as you are in your 20’s, demographics are only going to get you so far.

Nowadays it’s far more important to identify your target customer using psychographics, or in simple terms, what do they believe.

What world view as Seth Godin puts it in his book ‘All Marketers are Liars’, are you trying to resonate with?

In the article I shared with you above, the author cites Red Bull as a great ‘brand ideal’ example.

If you look at their Instagram account, you’ll see few posts about an unhealthy, sugary energy drink. Instead their feed is filled with extreme sports videos.

They believe in ‘uplifting mind and body and energizing the world’. I guess they could have chosen yoga, but to demonstrate their beliefs they went with extreme sports.

Their audience are people who believe what they believe; that extreme sports is for super adventurous energetic people and that ‘Red Bull gives you wings’!

So clever.

Nike is the same, targeting people who want to be a better, more active person. Targeting people who look up to athletes and aspire to ‘just do it’!

Dove is another example of a brand who believe in the beauty of women, no matter size, shape, creed, color or culture. We are all beautiful!

Dove

See how powerful these brand beliefs are. Red Bull basically sells a drink that’s probably pretty horrific for your health. Nike sells over priced sports gear & Dove sells shower gel.

Not quite as sexy eh.

Simon Sinek also goes into quite a lot of detail about this in his video – Start With Why.

He says – ’the goal is not to find people who need what you have, the goal is to find people who believe what you believe’.

Here’s what Marina De Giovanni says in her book ‘Instagram Famous’;

When it comes to finding your Perfect Audience, we’re not just looking at what most people think of as a target market. Instead, what you want to do is identify the core beliefs of a target market that align with your beliefs. This is what Audience Alignment means. It’s all about finding people who are similar to you. When you actively share with people the things that you believe in, people will relate to that. People who believe what you believe will form a bond with you.

I am absolutely captivated by this way of identifying your target audience. I even did a Facebook Live about it which will be published as a podcast in the coming weeks.

So what do you believe or what are your brands higher ideals?

I believe;

  • Travel broadens the mind and makes the world a better place as it promotes understanding and tolerance.
  • I do believe in commerce but I believe that capitalism has morphed into out and out greed and the common man needs to start making his or her own rules.
  • I believe that you do not need to be a millionaire to live an amazing life.
  • I believe that taking responsibility for your own destiny and building a lifestyle business that adds massive value to the world is a total win win. It makes you happier as you’re doing something that you love everyday and it makes the consumer happier because you’re meeting a need in someway.

In summary – Your Lifestyle Business believes in creating your own destiny.

I’m mid getting my website rebuilt by my good buddy Jared Elvidge and the goal is to encapsulate this message in the look and feel of the website.

This ‘higher purpose’ for my brand will also shine through in all the content I create, the images I upload, the posts I write, the videos I make.

See how powerful a brand ideal can be.

I challenge you to sit down today and envision and write down your brand ideal. It will change your business!

Business Guides

I’ve recently finished 3 of the 4 main guides that create the foundation of the education part of the website;

30 Days to Start & Grow an Ecommerce Business
30 Days to Start & Grow an Information Marketing Business
30 Days to Start & Grow a Service Based Business

Coming up – The Ultimate Guide to Building an Audience

These are massive step by step guides which walk you through all the key stages of building your lifestyle business.

The goal over the coming months & years is to hold interviews and record videos, lives & podcasts with amazing people who can add to the information in these guides and make them even meatier and more valuable than they are now!

I’ve been working on these since before Christmas so it feels good to have got them almost complete!

I hope they help. 😁

YLB Podcast

I’m super excited to have relaunched my podcast. I started it back in October 2018, a little non committal and without any real plan of action as to how I was going to grow it. As a consequence I’ve been terribly sporadic over the years in keeping it going.

Your Lifestyle Business Podcast

The most important key to success in this business my friend is consistency, so due to my inconsistency I’m lucky to get 50 downloads an episode right now. However I have 16 weeks of podcast episodes set up and ready to go and I can’t wait to interview more awesome people along the way, plus I have a boat load of promotional techniques I am executing for each published episode which I’ll be sharing with you, so let’s see where that is in a years time! 😁

Content Plan

Lastly in todays mammoth update, I’ve created a new content plan with the help of my good friend Dan @wanderingworthy. (It’s amazing what you can do when you start to network & chat with fellow lifestyle entrepreneurs).

Content is a huge part of building an online lifestyle business and you can quickly become overwhelmed with what you think you should be doing.

I actually outline some strategies for developing a solid content plan in my guides.

But here’s how we created a plan to promote my podcasts each week.

  1. Choose your main platform or platforms you’ll be creating content for. I chose Instagram & Facebook
  2. Define your pillar content (your big piece of content you’ll publish either daily or weekly depending on the size of your business). For me that’s my weekly podcast.
  3. Create a weeks plan of content around your pillar piece. Here’s our example;

Day 1 – Publish the podcast – across podcast platforms, on blog, on IG, on Facebook
Day 2 – Quote image – a key quote from pillar content – on IG & FB
Day 3 – 60 second face to camera video summarizing main points of pillar content – IG & FB
Day 4 – Add a quote, a question or an important message from your pillar content as a tweet, screenshot & share to IG & FB
Day 5 – A personal image or story relatable to pillar content
Day 6 – Adding the FB Live (many of my podcasts start life as a FB Live or a video interview) into IGTV / FB as a video.
Day 7 – Share someone else’s content relating to my pillar piece.

Please note I pulled all the ideas for my content from Gary Vaynerchuks ‘How to Make 64 Pieces of Content in a Day’ slideshow.

Awesome value!

Summary

Phew, it’s been a long one this week, but I do hope it both adds value to you wherever you are in your journey right now and inspires you to take action.

If you have any comments or feedback don’t hesitate to come and join the YLB FB Community, it’s where all the best conversations happen!

Thanks for reading! I look forward to my next update.

Be sure to live on purpose & Make It Happen!