We’re kicking off a special four-part series this week, all centered around the principles that my signature Scaling Code method is built on, and how understanding these will bring so much more clarity and direction to your marketing and business growth. In this first episode, we’re talking about the difference between using time vs money as a resource, how to know which one you should be focusing on right now, and how to know when to gracefully move out of using time as your primary resource by investing back into the business as you start making sales.

 

I’ll be sharing:

 

  • The importance of validating your offer and building a foundation BEFORE you start building a funnel.
  • Why a bit of hustle isn’t a bad thing and when done for a season can set you up for massive, RAPID success in the figure.
  • When and why to use time as your primary resource so that you can get started and gain momentum, but then be able to actually scale and have a business.

 

… and so much more.

 

So often I see entrepreneurs get stuck because even as they grow and get more sales, they still try to bootstrap their business, eventually burning themselves out. The “hustle” phase isn’t meant to last forever, and actually, not even for very long. This is why my Scaling Code shows you that every stage of your business will require something different from you as a CEO, and it’s the perfect guide for making sure you get from point A to point B as fast as possible.

 

Tune in to discover the core principles of starting and building your business, and make sure you come back for the rest of the series to learn how to expand and scale! If you want to know EXACTLY what phase of business you’re in right now, click the link below to take the Scaling Code Quiz. 👇

 

Like the podcast? Leave us a review on Apple or Spotify.

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

 

Hello everybody. Welcome back to the podcast. We are kicking off a four part series this week. I’m really excited for this and it’s all centered around the new scaling code that I created back in February. I actually sat down in the month that I wasn’t working and I had this complete download and clarity around what I named the scaling code, which is breaking business into four different phases. and giving you an exact marketing strategy. But more than that, marketing principles, marketing themes, resources in the business that you should be using based on the phase of business you’re in. And so I’m going to do a four-part series for free on this podcast this week. So we’ll have a couple of extra episodes dropping.

 

Not breaking down the scaling code because we have a quiz that will help you go and find out what level you’re at and get your own marketing strategy based on that. But I actually want to talk about four different points, but different principles that the scaling code shows and brings to business to give you clarity around maybe You had a misalignment or maybe you haven’t thought about it this way, or it’s a strategy that you you know either need to not be doing or could be doing based on where your business is at. So at any point during this series, if you’re curious where your business falls on the scaling code, you can go to embodiedmarketing.com/quiz. It’s like a two minute or less quiz.

 

And it will give you your results. So what phase of business you’re at. And then we have the most epic resources after I made a PDF for each result that has not only the marketing strategies you should follow, but specific podcast episodes that you should listen to based on the phase of business you’re in, books, we made a fun playlist, like it’s super epic. I think there’s so much noise out there that I was like, what if I just could give somebody a resource based on where they are in business so they know it’s going to work for them and they don’t have to sift and filter through things.

 

And they just have it all in one place. And then there’s also a specific training in a couple of the results that is free and gives you exactly like step by step, what to do with your marketing strategy. So it’s one of the best things that we’ve ever created, honestly. It took us about four months total, mostly because of the amount of content required for me to get it done. But I’m really proud of it and I think it’s an incredible resource. So go take the quiz if you haven’t yet at embodiedmarketing.com/quiz. Come let me know what you think and what your result is. And I think you’ll get a lot of value out of the resources we have for each result.

 

So in the first episode of this series, I want to talk about using the resource of money versus time in your marketing. This is in the first two levels of the scaling code. This is a big difference in the very beginning level, the base level of the code. It’s called the connector phase. And the way I break this down is. This is when you’re at zero to 60 K a year, most likely in your business. You probably haven’t really gotten your offer super validated. You, you’re just starting out. You don’t have the foundation. You don’t have anything that is consistent yet in your business. And most likely, unless you have investors or you have an investment you can put into your business or maybe this is a second business you’re starting and so therefore you have capital to invest. Most likely at this phase, you’re in that hustle phase, right? A lot of people kind of shit on hustling, but there is a phase of business if you don’t have the investment, which I know a lot of people listening to this podcast, like we’re solopreneurs. I was in this phase, right? I didn’t have money to start my business. I had no money. Right? And so what’s the resource that we have to use if we don’t have the resource of money yet? It’s time. It’s time and energy. 

 

And so when you’re in the connector phase, it’s recognizing and actually validating and creating the right for it to be okay because I think that this phase is really misunderstood because you get a lot of people who have come out of this phase. They’ve done the work to get out of this phase. They’ve hustled. They put in the time. They tried a bunch of things and a couple of things worked. Now teaching online. and teaching how you shouldn’t have to hustle. You shouldn’t have to put in the work. You shouldn’t have to do this. You can just build a funnel and it’s gonna all work for you and it’s gonna be automated and it’s gonna be easy, right? But if you dig into anybody who said that or is saying that, I guarantee you they had a phase in their business where they put in the time and they put in the work. Now, I’ve i’ve said this before when people talk to talk about this, but

 

Hustle doesn’t have to mean burnout, right? You can still have some harmony in your life. It doesn’t mean you’re working 12 hour days. Hustle just means you are putting in the time and likely doing things you don’t want to be doing forever for the sake of your businesses long-term, right? When you’re in this phase, you’re probably wearing a lot of hats in your business. You are maybe writing copy. You’re maybe doing some of your marketing. Maybe you are doing your tech and you don’t have any idea what you’re doing, but you’re figuring it out. You’re writing your emails. You’re writing your social posts. You’re recording videos. You’re editing your videos, right?

 

That’s not forever. But right now, with where you’re at, if you don’t have the capital, you have to put in the time. So I think it’s really bringing to the table and normalizing. That’s okay for that to be a phase of business. It does not mean you’re doing anything wrong. And it also won’t be like this forever. And the faster that we can recognize it’s a temporary season, the faster we can get ourselves to the next phase, which becomes an important time where you now trade

 

And you say, okay, I no longer have this much time, right? My time is so maxed because once you get above like the 60 K year. In order for you to continue growing, you now have to say, I need to put some of this money back into my business and buy back my time and value my time higher. And if I don’t, I’m actually going to stop my growth. So this switch happens where in the connector phase, you have to kind of swallow your pride a little bit and be willing to do things you don’t want to do and be willing to not just put in the work, but a lot of it is also just like figuring stuff out, right? Like if you talk to the most successful entrepreneurs, they’ll have a story where they’re like, I had no idea what I was doing, but I built my website. It looked like shit the first time, but I got it out there and over time I fixed it and they’re just in like doing mode, right? So you go from normalizing that, accepting that, making that okay, to now you actually have to make a shift. And it’s about at the 60K year and it moves into what I am calling the builder phase. And in the builder phase, it’s about creating some sustainable components to your business, including your time, right? Because we can only do everything in our business and wear all the hats for so long before it starts hurting us.

 

So now we have to move into a phase where we can build a repeatable strategy around what has already started to work. And we can start getting support and we can start valuing our time difference. And the reality becomes if we don’t do that, that’s going to actually slow our growth down. So when you move into the builder phase, you’re now building a strategy. So this is where I talk about building a funnel, right? And so some people think that’s the very first thing you should do. And what I teach in the connector phase is actually, no, just build a sales page. Like I don’t even want you to have the webinar and all the steps and all the emails yet. Because if you’re doing all that yourself, that’s a lot of work and it’s going to take you three months. But if you haven’t sold your offer, don’t build an entire strategy around an offer you’ve never sold most of the time. Now, if you have sold it, now we have to take your time and we have to scale it. So we can’t be connecting one-on-one with all these people and hustling and having all these conversations and doing all this in your business. We have to create some sustainability, but we’re creating sustainability around something that has worked because you’re already making some money. You’ve sold your offer at least five to 10 times. You’re making some money even if it’s a very low amount monthly in your business.

 

Now we build the funnel. Now we build the sustainability, right? Now we buy back some of your time. And we have to do that to get to the next level. So one other piece to this when you look at the two different levels that I think is really, really important is in the connector phase, it’s all about doing. It’s about trying a bunch of things and like foot on the gas, implementing. Right. You might try 10 things to try to sell your offer and one of them works, but you won’t be able to figure out what that one thing is if you didn’t try all 10. So if you are in that phase of your business and if you take this quiz and you get the result back that you’re in the connector phase, the most important thing that you can do is taking action and honestly showing up messy. Like you are not going to have it all figured out. You’re going to be Googling how to do stuff. You’re going to be trying something the first time it’s going to look bad, right? And you’re going to be trying to compare yourself to these entrepreneurs who have been in business for years and they have a team, you know, myself included. Don’t compare yourself to me. If you’re in the connector phase, there’s nothing good or bad about it. You’re in that phase of business. I am not anymore. I was. So don’t hold yourself to the same standard of my own assets, right? If you are in that phase. 

 

So the connector phase, it’s so important that you are focused on action because that action and implementing and trying a bunch of things is the only way to figure out what’s going to work. We learn in business, especially on our own as solopreneurs through the experience of trying things, oh, that didn’t work, trying this, that was terrible, trying this, oh, that kind of worked. Let me do that again. The only way to get to that point is through doing and experience. You can listen to all the books, all the podcasts, follow all the gurus, and if you don’t take a bunch of action, nothing’s gonna move forward. That’s the connector phase. And I really feel that there’s a lot of people who start a business today. And because of social media and because of influence from higher level business owners, they feel that they’re already above this phase. And unless you have a significant amount of money to put into your business, and not make it back right away, you’re not above this phase. So the faster that you realize this is normal. This is a season. I’m going to show up messy. I might feel overwhelmed at times. It might feel a little chaotic. It might feel like it’s not working. That’s the process, right? Then when you move to the builder phase, it’s about recognizing what has worked and doing more of that and less things. Because we can only do all the things for so long. Once we start getting some momentum, we see some revenue, we sell a little bit of our offer. We have no choice but to switch the way we show up. And it’s fascinating. Like as I was putting this together, I realized each phase also represents a different CEO.

 

You have to show up differently. And if you want to have the next level company, you have to start showing up as that CEO. So when you get right at the edge of the connector phase, like you’ve been in it, you’re making some sales, you’re still kind of in it, but you’re starting to transition to the builder phase because the transition from one phase to the next does not happen overnight, obviously. So this is probably months in the progress of your moving from one phase to the next. As you move into that phase, you have to shift the CEO you are, right? And I’ve had this conversation with people who are actually making, you know, multiple six figures and I’m like, you’re acting like a CEO bootstrapping this business that isn’t successful when you’re successful. You’ve got to switch how you show up as a CEO.

 

The CEO in the builder phase now gets more intentional. Now says, we’re not going to do that. We’re not going to implement that. We’re going to implement this because I know that this has worked in the past and we’re going to bring some depth to this. We’re going to bring some more focus to this. We’re going to do this just 10% better than we did before because I know it works. And we’re going to build a strategy around what has worked that creates consistency for my business. Because what does building a funnel do? It allows you to run ads every single day without having to be on social media and you’re getting leads and traffic and hopefully sales to your business while you don’t have to do something, right? In the connector phase, what I talk about is making sales through conversations. 

 

I actually have a whole training in the connector phase, teaching you how to do that, how to sell your offer, how to validate it. So if you are in the connector phase, take the quiz so that you can get that resource. When you move to the builder phase, it’s now about building the right strategy to take you out of selling through one-on-one conversations and through connections, right? And now we build the funnel. And so we have to now become a CEO that gets a little bit more strategic. That gets a little bit more intentional because we don’t have unlimited time anymore. We never have unlimited time. But now, when we move in the builder phase, we should have some money to be able to put back in our business, which buys back our time, which grows our business, right? So I don’t think I ever see people talk about this. And I want to talk about that as point number one in this series.

 

And really, number one, inviting you to go take that quiz, but number two, kind of sitting within thinking of what phase of business you’re in and are you consciously looking at how you’re using the resource of money versus time. And, you know, if you’re in a place where you have some money to invest back in your business, but you’re choosing not to, And you’re killing yourself in the process because you’re still working 12 hour days. You’re still trying to do everything. You’ve got away. What is that hurting? Right? Because everything takes away from something. 

 

Or if you’re in the place in your business where time needs to be how you invest it, then you need to simplify what you’re doing only do the things that you think are going to move the needle. That’s why in the connector phase, I think I teach, don’t build an entire funnel with 20 emails and all these pages and all these things. Like just get the sales, build a sales page, get sales as simple and easy as possible. That’s what I teach you in that training. Because if you make it complicated and then you’re doing everything all on your own, It’s not going to work and that’s why people don’t make progress and months go by. But now if you choose, if you have the money and you choose not to invest it, you’re also going to hurt yourself. So sitting with where am I in my business? Am I in a place where money is a top resource and I’m trying to buy back my time? Or am I in a place where I don’t have any money to invest in my business and so I need to really prioritize my time?

 

And I need to really make sure that I’m implementing as focused as possible and keeping things as simple as possible so that my time is going to what’s going to move the needle the most so that I can get out of this phase, get to the next phase, invest in my business, buy back time. Nope. No entrepreneur starts their business to be in the connector phase for very long. Like we don’t actually want to be there. It’s what we have to do to get to the next level. We actually want to be all the way up in phases three and four phase three is the million dollar business. Okay. Phase three is when it gets really fun. That’s when the dreams start coming through, but we’ve got to work through these phases to get there first.

 

So that is episode one of this series. I have three more coming with core points, core principles all around the scaling code. Definitely go take the quiz, embodiedmarketing.com/quiz. You might know what phase you’re at just by listening to this, but, but take the quiz to be sure. And then the resources that we have on the backend of the quiz are. Top notch. Like that’s why it took us four months to build it. Cause we’ve got an individualized email sequence for you with resources, my podcast, like here’s the episode skill listened to based on the phase of business you’re in. It’s going to bring so much clarity and I am super excited for you to experience it. All right, everybody. Thank you so much for tuning in today. I’ll be back tomorrow with episode two of this series.