→ Master the strategic and personal side of scaling to 7+ figures. The Embodied CEO Mastermind opens soon: 6 months of direct access to build wealth and fulfillment. Apply here: https://get.embodiedmarketing.com/ceo

I’m coming off Embodied Marketing Live, and once again, it is almost impossible to put the experience into words.

Every event is different because every room is different. But every time, people walk out with a completely different level of clarity, renewed passion, and a remembering of what they are here to do.

This event also gave me a lot to reflect on.

In July, we had our biggest launch, our biggest month, and six figures in new sales. I launched a new business, stayed consistent, took time away with my kids, and navigated some very real highs and lows.

And through all of it, I learned how to show up as I am.

In this episode, I’m talking about what it looks like to let something in instead of shoving it down, why life itself can become the meditation, and how presence has changed the way I lead my business.

I’m also breaking down the messaging issue I kept seeing during live coaching and hot seats, including why so many businesses are promising the wrong thing and making their ideal customer work too hard to understand the value.

Key Takeaways

• What allowed me to take vacation during our biggest month
• How to sell what people want vs what you think they want
• How to show up for your business no matter what

 ____________________________________

More ways Embodied Marketing can support you:

Turn your expertise into consistent revenue. Funnels, strategy, launches—everything done for YOU. Apply here: https://get.embodiedmarketing.com/app

SUBSCRIBE & REVIEW THE PODCAST!

Thanks for tuning into this week’s episode of the Embodied Podcast! If this podcast has added value and helped you in your business journey, please head over to Apple Podcast, subscribe to the show, and leave us an honest review.

Your reviews and feedback will not only help us continue to deliver great, helpful content, but it will also help us reach even more amazing entrepreneurs just like you.

♥ LISTEN ON SPOTIFY

READ THE EPISODE TRANSCRIPT

Emily Hirsh:

No one wants to invest their time in learning. They only do that if it’s gonna get them somewhere. So you focus on where that’s gonna get them. You’re giving them the result that the learning might do. No one’s buying learning. They’re buying implementation, they’re buying outcomes, they’re buying results. And a huge mistake that we make in many different businesses and marketing is we speak to what we know somebody needs versus what they want. And the reality is you can’t change what somebody wants, not at least in the front end of your messaging.

Embodied CEOs don’t chase trends. They pave the way they lead from within. Move by purpose, unshaken by noise. When you are the source, you do not need permission.

Hello, everybody. Welcome back to the podcast. I hope you guys are doing amazing. I’m coming off Embodied Marketing Live. My gosh, it was so good. I say this every time. I know I, like, gush over it every time.

it is truly impossible to put it into words. And I asked people there, I’m like, “How would you describe this event?”

And of course, we do testimonial videos and have people share their experience and share those, but it is actually impossible to put it into words. It is such a unique experience with such an incredible group of entrepreneurs

Every single time, the group’s obviously a little bit different. I have a lot of people who come every time, as like every six months it’s a reset. So I would say 30 to 40% of the group is people coming back, and then of course new people. But every time it’s just such a good group. Such a good group of heart-led, talented, wise entrepreneurs that are there to support each other, are there to get better, are there to increase their impact.

So I am beyond grateful. my events are truly my favorite thing that I get to do because the level of connection and transformation is so huge. Like, you just can’t replicate this on a webinar or even, you know, on coaching calls or strategy calls. You just can’t replicate it. And I’m not kidding when I say that every single person, every single person, 100% of the attendees walk out of the room on day three as a different person, and with a different business, and with a completely different level of clarity and renewed passion and excitement and just like remembering of what they’re here to do.

We take these before and after photos, so when they come in we take a before photo. It’s like a simple shot, not, not a branded, you know, edited shot, before and then after, and we post them in the, in the group Telegram. And it is mind-blowing. Like, people’s literal face and eyes change over the three days.

Their face softens. Their eyes look brighter. They just look like, some more than others, they… Like a, like a, a weight was taken off of them. So I am so grateful. My events are very special, and they’re not special because of me. Like, yes, I facilitate them, but of course my team supports, my team contributes, but there is something bigger that happens at my events, and I know that sounds cheesy, but I am not kidding.

It has been like that since the first event that I ever had, the where it’s just like all these things just fall into place. And I’ve… It’s taught me th- surrender through the events. It’s taught me surrender. It’s taught me self-trust. It’s taught me that the best moments and the best parts of the event are when I’m in flow, when I’m not overly planning and structuring everything, but I am like in this energetic flow with the audience.

And I feel like every time I get to do a deeper level of that. So we are, our next event is in, not until January but we do have it up early bird price and tickets for sale. I have a feeling this one’s gonna sell out. 50% of the room bought their tickets for the next event. So if that speaks to how good the event is, like- It’s, you gotta be there.

You gotta be there. It’s a special experience. embodiedmarketing.com/live. You can see the, the dates are January 28th to the 30th in Austin. Every event is a little bit different. There’s some core themes, but all the workshops, the way it flows, it’s not, it’s not overly structured. It’s different every time based on what the room needs.

So anyways, I wanted to free flow a little bit today just with some insights that I have, obviously coming off the event, doing a lot of coaching and hot seats and support with entrepreneurs and kind of themes that I saw. as well as I was reflecting, I put up a post yesterday, which was my like July photo dump, July recap.

And I actually like was writing it and I was like, “I can’t believe all that happened in July.” And I know I did a podcast on this before, but I can’t believe the duality of my life right now. and I was asking myself the question of like what contributed to a lot of this success? You know, in the la- in the last literally 30 days, if we look at my business, I’ve launched a new business and we’ve completed like 12 jobs I think in the last 30 days.

maybe more than that. And had our biggest launch, had our biggest month, had a, had a six-figure in new sales launch, hosted the challenge. Worked out, like got all my workouts in. I ran 48 miles. I hit six months since my shoulder labrum tear, which by the way, that happened the first workout that I went back to the gym after my event.

And lesson learned probably. I needed to give myself more of a break. I went straight from my last live event into this workout that was like a qualifier for a competition and tore my labrum. So this time I was like, “Okay, I’m gonna take it a little easier.” I hit six months since that injury and it’s, you know, I’m back doing things that I haven’t been able to do in six months.

Just so much happened in July. S- so much balance of fun and adventure. Took my kids to Tahoe, got to wake surf Lake Tahoe and took them all over different hikes and things in Austin ’cause I was determined and am determined to make this the summer of we still get outside and in nature even when it’s 100 degrees outside every day.

And we have a good attitude about it. Just such a spectrum. And then I put this clip of me volleying on there. Like, and also had the, the lows. And I was just thinking about this and wanted to like bring this to the podcast ’cause I was like What allowed me to have, like, such a successful month in one area while navigating a challenging other area and, like, I think a big part of it is, number one, I’m realizing more and more how much life is about this spectrum.

Like, we are here to experience this spectrum, and I think July, for me, was such a beautiful representation of that. Was a beautiful representation of, like, I’m laughing, I’m jumping in the l- in the lake, I’m with my family, I’m having fun, I’m taking my kids to waterfalls and playing with them. I’m wake surfing.

I’m having my biggest launch ever in Embodied while launching a new company and, like, overseeing that. I’m showing up here, I’m creating content, and I’m navigating real challenges, and that is literally, like, life. That’s the human experience, and, and we’re here to experience all of those spectrums, and I think it’s such a beautiful thing.

But also, I think one of the biggest things that helped me last month is I continually stayed very focused on only the things that I needed to do and that o- only I could do, and I stayed in a place of taking action and, like, following through and showing up and being present. Being present. Being present no matter what state I was in and I stayed in that state no matter what, and I think I increased my capacity and I learned how to Be more present.

I learned how to, in the last 30 days, life taught me how to show up as I am, if that makes sense, and to allow it to just be what it is. So if there was a day that I was feeling grief and I was feeling sad, I s- showed up in that reality, and I still showed up, meaning I still took actions I needed to, but it wasn’t coming from a place of force.

It wasn’t coming from like, “We’re going through this thing and we’re going to hide from it and we’re going to not feel it and we’re going to ignore it,” or shove it down. It was coming from a place of like, “We’re gonna let this in. We’re gonna allow this. We’re gonna be fully here with where we are and we’re still gonna show up.”

And sometimes that meant, you know, turning it on and hosting a video and hosting a coaching call or whatever. And, and I think that’s okay as long as later on, like, I’m allowing that. during the breathwork session at the event my good friend Samson, who was on the podcast a while back, I think in April of last year was on the podcast and he’s amazing.

S- I have him at all my events, and he hosts breathwork, but it’s so much more than breathwork. Like, we do activities, we do stuff after. But anyways, he said, ” You can’t let it go until you let it in.” And I think that’s a big lesson I’ve learned in the last 30 days, and it’s a good one. And it is something that you have to, do for yourself.

Somebody else can’t do that. So my point is in all of this, I, I’m trying to showcase the spectrum that is life and business, and that you can be navigating something really challenging in another area of your life while still showing up in another area and doing it still from a place of authenticity and a place of presence.

And that was a big thing I talked about at the event is like, I’ve said this before on the podcast, but what if life was the meditation? What if instead of the big journey or the, you know, the hour-long meditation that you do, or 30-minute, 10-minute whatever, and that being like the only time you’re present, what if life was the meditation?

And what if as many times as possible throughout the day you brought yourself back to the present moment? And what this does is it makes you into a regulated, grounded, centered person. And guess what? When you run your business from that place, it is so much more aligned and successful. And so I’m, I’m trying to, and I want to showcase that because I want you to see that, but I want you to also see it doesn’t have to come from this place of force, of like, “I have this thing happening in my life, and so therefore you know, I either have to just shove it down and pretend it’s not there and still show up in business, or I pause everything.”

So I don’t know if that’s helpful, but I think, I think also on that too, a big reason why We are finding so much success right now in my business. I mean, the last podcast episode I really, I released broke down our launch, and so it gave you a lot of those tactics. But I was reflecting deeper on that as I looked at how much I did in July, while not really…

I didn’t work more than usual. I worked the usual. I also took a vacation, so it wasn’t… I didn’t work over the 4th of July and past that. So I think that I am right now being so relentless, absolutely relentless, with where my time goes. I’m always that way, but even to the max right now. Because it has to go every single day into the places that only I can, I can be there and I can show up.

And I think that’s, that, that is a big reason for our success is we’ve become very focused as a company, and we’ve allowed that focus, the focus within our offers, the focus within our strategy, and like been able to kind of plan ahead for what we’re doing and, and having that focus and then in between things planting seeds and like consistency.

I think all of that has created a lot of success. And, you know, pair that with the reality that I think the point of this human experience is to experience all of the spectrums. I really do. And I think that we should make that okay more. You know? Like really experiencing the joy, like the joy and then the sorrow and the grief and the gratitude and like everything.

Because you know what happens when you do that? You know what I’ll say right now? I feel more alive than I ever have before In the midst of facing hard things and, and feeling grief and sorrow, I feel more alive. So there’s that. Okay, on the event. I have, I have some things that I want to share, but one main one, like this kept coming up and then I did a coaching call today for all of our clients in this series, this business incubator series, and it was like same thing.

Same thing, same theme, same questions I’m asking, and I think this is really huge for all of you because I think it’s one of those things that you think you’re clear on and you’re able to articulate it, and you’re not. And so this has to do with messaging, and this would be probably if we were to look at the marketing component of the event, and we broke down marketing in your offer and your offer positioning, your lead gen and your lead gen strategy, your content.

We did a whole thing on content. We even got to write content topics, write the hooks, and do live recording, like actually record the piece of content and get live coaching and feedback. So that was super fun. But this impacted and was like a through line to all of them, and that is messaging. But even deeper than that, it’s this idea that what I kept seeing people do is communicate either through their content or their lead gen or their offer that somebody was going to learn something.

It was like the promise is you’re gonna learn this thing. You’re gonna find out how, you’re gonna get this clarity, you’re gonna learn what you need to do, or you’re gonna learn why that wasn’t working. And so in their messaging, in all the areas, they were positioning The promise as learning, and learning meaning the value.

And I saw this over and over again with different people when we would do workshops on their offer or on their lead gen, on the outcomes they’re promising. And so the thing I want you to understand, and, like, run your marketing through this filter is nobody actually cares about learning. Like, even when you go right now and learn something, there is something…

There’s somewhere or something else you’re trying to get to with that learning. And so we think in our content and in our products, we’re gonna, you know, teach them or show them or help them with something. And the actual teaching and learning and, like, you’re gonna find this out, that doesn’t matter.

There’s another layer. So then the question is to say, “Okay, if I learn that, if I do that, if I implement what you’re saying, if I actually learn that method, then what does that create for me? What does that unlock? What result does that unlock for me in my business, in my life, in my health?” Whatever. So that’s the first filter.

The next thing that you have to run everything through is you have to ask yourself, “Is this what somebody would say?” And so somebody at the event would say an outcome. You know, here’s the outcome And then my question back to filter it, if needed, would be is that exactly what someone would come to you saying they want?

And a huge mistake that we make in many different businesses and marketing is we speak to what we know somebody needs versus what they want. And the reality is you can’t change what somebody wants, not at least in the front end of your messaging. Now, once somebody comes to a webinar or consumes a deeper part of your content, you might be able to get them to have that perspective shift and go, “You want this, and you think you’re going to solve it this way, but really you need this.”

Like if I use my events, for example. All of you that come to my events, you come for the marketing strategy. You come for the marketing strategy, you come for the business workshops, you come for all of the tactics. And it makes sense because that’s what you believe is the positive ROI. And it is. Like we do– More than half of it is marketing strategy, but there’s like this deeper level piece to it beyond the marketing strategy that is not just personal growth.

Personal growth does not really do it justice. It is facing the version of you that you get to become to have the next level in your business, and it’s facing the things that are holding you back, which is yourself and what that looks like, and getting the different perspective and challenging the beliefs and the thoughts that are keeping you stuck.

Like there– But if I led that, with that and said, you know, “Come to Embody Marketing Live where you’re going to change your life and walk out a different version of you and challenge every single limiting belief,” and blah blah blah, you guys wouldn’t sign up. That happens at the event because I know it moves the needle a lot more than a content workshop, but I give you the content workshop and that, because you do need both, right?

Where I’m going with this is I know, as someone who’s had a business for 11 years, who invested in all of the tactical business and marketing coaches and programs and things, and also invested in myself and invested in, in mentors who could get me to see things differently, who could challenge my perspective and beliefs, who could help me become the version, become the future CEO of my company so I could have it.

I know what really moves the needle, okay? Just like you’re an expert in what you do, and you know what really moves the needle. But you can’t lead with that. You have to meet people where they are at. You have to give them what they want, and you have to make that connection of what you want is this, and this is how you get it.

So I had people at the event say You know, here’s the outcome that I provide someone, and I know that the outcome that they are stating is ultimately what the person’s gonna get, but it’s not what they want, right? Like, if I said to you, “The outcome of my event is you’re gonna walk out and have challenged every personal belief and you know, thought that you have,” you’d be like, “I don’t really know what that means.”

And like, “Okay, what’s the result of that?” But if I said, “You’re gonna walk away with a 90-day marketing plan and 30 days of content strategized and your offer positioning overhauled,” you could understand those things. Now, how we’re gonna get you there, there is that piece of personal growth because I know that that’s what works.

So the other filter that you run this through Is, is this what my ideal customer would say that they want? Is this the words that they would use? And in a couple cases at the event, I actually encouraged them to text a client, text someone who had worked with them or knows what they do, and ask the questions of, you know, “What do you think I do?

How would you describe it? What problem did I solve for you? Why did you come to work with me in the first place? Like, what was that, that problem or desire that you had?” And today I was doing the business incubator call, and it was same thing. There was somebody on there who is in the, the f- food and health space, and she was talking about “I lessen the noise.

I lessen the noise that people feel around what to eat,” which I understand. I get that. But I challenged her to say, “Go to clients,” ’cause she has clients, “and ask them what it is that they wanted when they came to you.” Because I don’t think what they’re saying is, “I wanna lessen the noise of how much I think about food.”

Maybe. That could be a part of what they say, but I don’t think it’s the core problem. And my question is, what is the noise that people have around food? What is that causing in their life? And why do they wanna get rid of that noise? What’s the ultimate outcome? And so you have to get to the words that somebody uses, and if they say to you, “I wanna lessen the noise,” you ask them why.

Why? What is that noise doing for you? What is that causing, right? So messaging was a huge theme. It’s been a huge theme, and those are the two filters that I would run it through is, is it the exact language that your ideal customer would say they want or the problem they have? And you sometimes have to ask the question why or and then what enough times.

So if somebody would state something to me and I’d say, “Okay, if I have that, then what? What does that create for me as a result?” Or, “If I wanna solve that problem, why do I wanna solve that problem? What… If I can solve that problem, what does that then do for me?” And then the second is, are you communicating your offer or any part of your marketing as someone who’s gonna learn?

They’re gonna learn a method. They’re gonna learn a process. They’re gonna learn how to do XYZ. They’re gonna learn why not to do XYZ. And you have to have, like, the brutal filter of nobody actually wants to learn. No one wants to invest their time in learning. They only do that if it’s gonna get them somewhere.

So you focus on where that’s gonna get them. You’re giving them the result that the learning might do. No one’s buying learning. They’re buying implementation, they’re buying outcomes, they’re buying results. So this is a huge thread I saw, and I would say every business in the room, which was at various places.

We had s- multi-six figure businesses in there, we had brand new businesses in there. Every single one in the room had opportunity to improve their messaging and improve these two things. being specific in your messaging, being clear in your messaging, using the language that your ideal customer would use, not sounding like everybody else, like, those are all things that we can continually improve.

So I wanted to bring that here. That was definitely one of my big takeaways, and then it was reinforced today in a coaching call that I was doing. And I think you have to learn how to run your messaging through these filters and be kind of brutal with it. Like, look at it and go, “Okay, if I was somebody brand new and I saw this the first time, would I care about this?

No, I wouldn’t.” Right? ‘Cause you have seconds to get somebody to actually care about what you’re saying. They’re over capacity, they’re overwhelmed. They, they don’t actually care. You’re trying to get them to see why they should care, why they should click, why they should consume more, why they should sign up for that thing, why they should book that call, and you’re building that trust. But that trust is built through them feeling understood, them feeling seen. We don’t want our ideal customer to have to do any work in understanding what you do, the problem you solve, and how you solve it.

You have to do all that work, all that messaging work yourself. So I know this podcast was a little all over the place, but I just wanted to kind of connect after the event to share a few of my thoughts, like my internal thoughts. Yeah, I feel, I feel so alive. That’s how I feel right now. I am so grateful.

Just what a, what a beautiful journey life is, and I’m especially grateful for the, for the live event and just getting to meet you guys in person. It is, it is the best thing. So I hope to see some of you guys in January. We’ll obviously talk about it more on the podcast, but I have a feeling this, this one is gonna sell out.

I really think that, especially with how many tickets we’ve already sold. So thank you guys for tuning in. I hope you got some golden nuggets from today, and I will be back in a few days with another episode.