from? Well, I don't know. I think it's my dad. You know, my
dad's a storyteller. He's a pretty funny guy. Oh, nice. You
get the big fish. Do you see that movie way back in the day?
Well, it's actually I don't even like the movie but it is
about a dad who tells wild stories. Um and I think the
daughter's trying to like figure out like who is that
where dad actually is and they accept the fact that he's just
kind of dramatic about things. Um but anyway. Yeah, that's
how they familiar. It's like one of those awkward first
date questions where you're like no and you're like, oh crap,
where do I go with this? Um no, let's go right into the books.
So, are the books are resources? What resources do you
recommend for other visionaries who are, you know, trying to get
their vision out to the world? Yeah. Well, one that I
thought of that most people don't think of, it's called the
Timeless Way of Building and it's by Christopher Alexander
and it it changed the way I think about things because I
had gone, I was a ballet dancer, then I was an artist and
graphic designer and and writer as well. So, everything
that I did was critiqued. A lot of stuff was based on your
portfolio. What you look like in front of people and this
book was all about building for whoever you're building for.
It's written actually for architects and it kind of
shifted because I think from school, it was so much about my
portfolio. What am I presenting to people for all of those
things that I mentioned? Dance, art, graphic design and yeah,
that just kind of shifted where I read it early on and realized
it's all about who I'm creating for. Uh like an example is like
they built, the architects built a building and for a
school and they put windows that looked really cool but the
sun came in right during the day right during the time of
class and they couldn't read any of the writing on the
chalkboard. Oh no. So, there's this innate and there's this
innate way of us building things just within us and like
yeah, use that but understand who you're building for
whatever you're building, whatever you're creating. That's
one. You got two more. Are we in on that one? Well, I mean,
the Bible, you're talking to me. There's number two. Yeah.
Yeah. I mean, that just like groans me. I have some verses
right here in front of me to just peek down at this to keep
me focused to just to I read in the morning every day. I've
been reading from the beginning which has been totally
different than what a lot of people do. Bible roulette,
pick in here and there. I'm reading from the beginning.
It's been a totally different process. That's I'm I'm in
Exodus right now and it is it's hard but it's it is that's a
good one. What's your third? Do you have a third resource you
wanna recommend? I can think of one right now. Well, they're
short, sweet, and simple then. Yeah. We got two awesome.
Hopefully, we get those in the show notes and we will be
right back. We'll dive right back into your vision as soon
as we're we're ready to go live with it. Alright, welcome in
to Vision Pros Live with Jackson Calame. I'm your show
host. We'll be doing interviews for visionary entrepreneurs and
guest leaders who are building fantastic visions out there.
Vision Pros. Welcome in to another episode of Vision Pros
Live. I'm your show host, Jackson Calame, founder and CEO
of First Class Business. Let me adjust my microphone. You know
what? It doesn't matter. I was just on on a podcast though and
and that podcast. They have such a great studio set up and
they were very meticulous about how they did things and I'm
really excited for Rodman Schley and his new podcast. He's
got 116 thousand followers on Facebook and he's built some
very cool businesses. I love what he's up to with the
podcast. Anyway, that said, I'm also a little bit sick. I
shouldn't say a little bit. I'm a lot of it sick. Bronchitis
has been kicking my butt but I still wanna show up and
spend time with you guys and the other people that are in my
life because this is it's like fulfilling. You know, I got to
meet Doctor Dorothy this morning too. You know, I could
have canceled these interviews, cancel these opportunities but
then I wouldn't feel nearly as good as I do and even though
I'm a little bit under the weather. So, you got very
manolo on the mic today and I got Laurie Dean here. We're
gonna be talking about a clear path to optimal health and how
she helps naturopaths and others as a copywriter clarify
what is there up to. So, I'll bring her on in just a minute.
I'm gonna be fairly quick with the sponsors today. Some of
you can really celebrate that by the way but we've got the
wellness shop 365 with Sean Machuga. I highly recommend
checking out what he's up to with his 365 will of life and
Melissa Gray with the Lawspot, the Lawspot.com. Both of them
have episodes where they share their visions with me. So, if
you do wanna know more about them and what they're up to,
then feel free to take a look at that but we're like lifetime
friends now and both of them happen to be clients of
first class business now as well but we rotate these
sponsors out based on people we come across who were actually
very inspired by. I'm like, man, I really wanna see this grow
and succeed. So, the water project is the other the other
opportunity we love to talk about. They're not a client of
mine. I don't have any affiliation with the water
project. I just like to give to it and I like to talk about it
because there are millions of people in the world who don't
have access to water like I do and I don't want to I don't
wanna forget the eight billion people who have extreme
necessities out there. So, if you happen to know of a cause,
you'd rather see supported than just drop a comment. Let us
know what that cause looks like. I'll see what I can do to
rock the mic and represent it. If it's something that also
aligns with the objectives that I wanna help people with. You
never know. It might it might be like a crowdfunding thing for
a family member that you send our way. It might be, you know,
the food project. I don't know. Maybe that's a thing but
either way, we would love to make sure that that all the
people in the world that that need help get it and we have
the ability to do that with these microphones sometimes. So,
Lori Dean, I'm gonna bring her on stage. We're gonna talk
through her background and and why she's helping at your
past and her vision and then we'll dive into her brand a
little bit right after that. So, Lori Dean, welcome to Vision
Pros Live. Hi, thank you Jackson for having me. I'm
excited to dive into this. Absolutely. I'm glad you're here.
So, let's talk first about the vision for those that you
serve. As we as a TF for this question, there's a lot,
there's a lot of dynamics to your background and how you've
been able to help people design copywriting and more. Tell us
a little bit about the highlights of what we would be
able to read on LinkedIn about you and how how you go about
serving naturopaths and beyond. Yeah. Yeah. So, the focus on
copywriting is I think like one thing I realized throughout my
career, I was working as a graphic designer for many
years but I would always write before designing and writing
was always brought up. I was at school as well. So, as I was
working with clients, writing was what was shining. I
realized that's what's getting results and working with the
health and wellness space is something I'm really called to
because that that's kinda how I live my life. So, I'm tying it
all together now and working with people who are like
minded, working with chiropractors, integrative
medicine practices, and functional medicine as well,
even fitness trainers, anyone kinda helping in that space.
I'm just really excited about helping the people they're
helping because I'm just finding there's I've gone through
a medical system myself for certain ailments and getting
medicated in my early 20s and then realizing I had to shift
things and just change things with my diet and just wanna
other people to find that information. I find there's so
much information online. Like if you get a diagnosis and go
online, there's just so much information and a lot of it's
bad news when you're doing it. So, to actually help create for
the health and wellness practitioners that are offering
some alternative practices and care and making it clear in a
linear path for someone that's really maybe some kind of health
crisis at the moment. Yeah, absolutely. Okay. And so, what
it reminds me of is I once saw this commercial when I was a
kid. I think it was in late high school when I saw it and
this kid says, you know, his dad says, son, you know, don't
you wanna be a, you know, a doctor or an, no, the kid says,
I wanna be a teacher and his dad's like, what? Like, son,
you're not gonna make any money doing that. Like, you could be
a doctor or an astronaut or you know, a lawyer and the, you
know, the son says, I wanna be a teacher so I can educate more
doctors. We have more doctors go on their path and the dad
kinda like takes a humble pill and it's like, oh cool, you
know, he supports his son. I have no idea what the ad was
for but it had that profound impact on me. I was like,
that's cool. That's a really good idea. Oh yeah. What you're
doing. Yeah, yeah. And just thinking of that, I, I felt, I
think it's like Colby test. I felt that out and everything
you would put me in the middle. It seems like all of those,
all those kind of things put me near the middle. I know that
feeling. And one of the things it did say that I'm a bridge
and that's why I think I can talk to, I can talk to the
medical professional and understand what they're talking
about. And I understand the people that they're speaking
to and I can kind of translate between the two. So I
definitely am that bridge. So just hearing that story made me
kind of think of that. So yeah, you are. I like that. That's,
that's why you're in the middle because you're the bridge.
That's funny. I didn't even thought about that. Well,
that's cool. Well, let's dive into your vision for you. What's
your personal vision? My personal vision? Well, I mean,
for, for this and what I'm doing, it is, is it more like
that or personally what I'm looking for? Like, so my
personal vision is I, I work on bridging the economic gap
between North America and South America. That's, that's one of
my personal visions, but I also personal vision in a, in a
single father of four children and I want to be the best dad I
can for them. So in your case, it can be personal. It can be
professional. Yeah. Yeah. I feel like I have so many visions.
That's like, which one should we? I think just, just to keep
with this, I, I'm just realizing just with my family and
seeing people that have, have not changed their health and
just seeing people in my family get certain diagnoses and, and
then again, getting taken through the medical system and
from being in the marketing side of things, I realized they're
almost in there. They're almost in a sales funnel for the
medical system. They are 100%. Yeah, not almost there. And,
and yeah, it's, it is just like, I want to bridge that gap. I
want to get that information to the people that need it because
I find there's so much of the system where when people follow
the medical practice, the traditional medicine, they think
they're doing the right thing. They go see the doctor, they
get all the screenings and then they get a diagnosis. And
sometimes they say, we can't help you anymore, or it's such
an extreme procedure that needs to be done when there's,
there's alternatives. So I'd like to bring that to light to
people because there's so many people that are just kind of
pulled in that way. And I think a lot of it is all that
information everywhere. So my vision is long, kind of went a
little long, but I got it across. I really want to get
that, get the information about the alternative practices that
they can utilize to, to have well-being and thrive.
Good. Very good. Well, I'm happy that you bring it up because
I'm one of those victims of the system, if you will. Right. I
allowed myself to go through that, but I had a back surgery
at 28 years old. I shouldn't have. I didn't, I didn't know. I
did what I needed to. I had good friends. I know the surgeon
personally too. So it made sense to go through this. And, but I
was the irresponsible adult who took, you know, I was in pain
and I asked a surgeon, hey, should I get the surgery or not?
Well, what's he going to say? You know, like, you know, you
know, like he's got liabilities if he says, you know, you're
going to be fine. But two, he's not into alternative medicines.
So he's not going to look at alternative medicines and just
talk about those. And so after going through that and going
through so many struggles with the recovery, right. And I'm
talking to more and more chiropractors afterwards.
They're like, oh my gosh, I wish you hadn't done that. Oh no, I
wish you hadn't done that. He's like, I can't go back. I am
where I am. Like, please help me where I'm at now. So I speak
for the trees, if you will, the people who go through the
experience you're talking about. And I'm glad that that you're
moving. You're trying to solve that. So do you want to talk
further about that before we go into the question about the
worst leadership experience ever? Because I love to give you
time to just again talk about how do we go about clearing the
path for optimal health and helping people make better
decisions? Yeah. And yeah, clearing the path was like a part
of the vision that I thought of too, because it's, I'm helping
write sales funnels in particular. And those take
people on a path and having information on those sales
funnels, it just creates a clear path making complex wellness
topics easier to understand. And so it's kind of the short
version of it. Awesome. So let's dive into the worst leadership
experience you've ever ever done or ever had.
I'm thinking of a boss, the last job I was at it actually led to
me being an entrepreneur. I think it was always on that
path. I always thought of myself working for myself. But it's
almost like a blessing in disguise, God pushing me into
entrepreneurialism, because everyone around me then at that
time was saying, you should start a business like, and yeah,
I had a boss that was just, she had no expertise in the type of
work I was doing, and would just come in yelling, like, change
this, change that, do this. And I tried to explain why I do the
things I do. And it's interesting that I had this
awesome boss that hired me. And a month later, she left. And
this new woman came in and ended up being just a horrible
experience that for her being a leader, not, not really, you
know, not, I don't know, just coming in yelling, telling
someone to do not having any idea of what you're doing.
Yeah. Yeah, there's a lot of there's a lot of leadership out
there like that. You know, and part of it is, is the
organization that puts an inadequate leader in the role,
right. And part of it is the maturity to maturity to not take
leadership on when you're not in that. I was imagining while
you're talking about that, somebody coming into a bathroom
and being like, let's go, you need to come back to work. And
you're like, I need to wash my hands. Go to work, go to work,
go do it now. And you're like, I haven't even pulled my pants
up. You know, it's like that's that leadership style in
copywriting and in digital marketing is so common. And so
you have all these horrible landing pages out there and half
written half baked copy exercises that were published
because of a yes man mentality and a control based, you know,
approach to marketing that it is fresh. It's confusing. It's
like, okay, who's at fault? More importantly, how do we fix
this? You know, and how do we kind of create clarity with
that type of chaos and confusion. So you, you chose to
go the entrepreneurship route. You're like, well, I'm just
going to do my own thing. I'm cool with that. Yeah. Anything
you'd like to add as far as how do we inspire leaders to not
just bring people away? Yeah. Yeah. I think through that
experience and help me become a better leader, especially
leading people they're doing. Like now I hired designers to
work for me and developers and, and knowing what it's like
being on that side and talking to them. I think one of the
big things I realized is not only just telling someone what
to do and the steps that need to be taken, but explain why,
especially if there's some changes to explain why or why
you want these changes made and actually get a great
compliment from one of the developers that was working with
me that said it was the best boss you ever had. And I'm
like, I didn't even think of myself as a boss, you know,
like boss. Okay. But yeah, it was really, really great
helping to like the developer in particular was kind of
starting out and mentoring him along. Where is he from? He's
actually from the Philippines, but a friend, a friend of a
friend like two, because she worked, I became friends with
someone that worked for a coach that I was working with and
then she suggested him. And so I think she recommended some
of her family members too. So this really great people.
That's awesome. And that's that is that is cool. I want to
highlight that for those of you entrepreneurs who are out
there like, oh my gosh, or young visionaries who are like,
oh, the word boss, she must be control. No, every culture is
very, very different. The Latino culture, the ones that I
work with, at least they love to use the word boss and have
the same negative connotation that people use it in America.
And I don't I don't like to have the title of boss because
of where I grew up. And it's like, no, you don't want to be
the boss. You know, there's a lot of control factors there.
The same thing with with the Philippines. Everybody from our
different cultural backgrounds and our associations with these
words, we have different feelings with them. And so I
think that's one of the greatest honors is him saying that to
you. It's like he legitimately feels a lot of respect for how
you were leading him. It's cool. So let's talk about your
best leadership experience. So what what does that look like?
What's a story that is just like out of the tree like, man, I
love how this went. Oh, yeah. And just it's taking me way back
to the first graphic design position I had out of school.
And I had a boss that was just just really great. He just
cared about everyone in the department was a funny guy, too.
So kept things entertaining. But just easy to go to and talk to
him about things that they had my experiences when I had to go
ask for raises and things like that. And I felt comfortable
talking to him. So yeah. Awesome. So well, thank you for
that. That's I like that you mentioned funny. That's
comparing one of my bosses, leaders Jake Larson of video
power marketing. It's hilarious. Super funny. That's not my core.
Like I'm not I'm not good at being funny. But as a as a
leader for my organization, it's important for me to be able to
facilitate and cultivate an environment where people can
appreciate having fun, being funny. And when we do that, it
creates again, it creates good feelings where people want to
belong and have an opportunity. Not everybody is as touchy
feely like I'm just like just kind of hug me all day and I'm
good. You know, like that's that's it. I just like to I like
peace. But how do you how important do you think fun is in
a culture of a health company?
It's just kind of thinking about this because people have
said I have it can be funny. Like I don't even it's just how
I am. So by getting that into some of my writing was mentioned
like to get my personality out. So yeah, like, what I just feel
like, yeah, what does that add to the disaster pushing any kind
of one? Oh, no, you're good. Better. We're talking about
like fun and fun. How important it is. You know, like, I love
that movie. Yeah, yeah. You know what I think about just it
may not be what you're thinking with this question, but I just
think it helps to kind of relieve some tension and things
and that particular for the health and wellness space. Any
and there's serious things they're talking about there. So
some way to kind of cope with things. I feel like just
laughing about making some kind of joke being light with things
is definitely helpful. I know I laugh a lot. So I'm laughing
while talking right now. I try to pick it up. I'll try to
catch on. It's it's that's in I'm kind of serious about it.
Like I didn't know how to do that years ago. I wouldn't have
been able to. I mean, I wasn't it wasn't part of my nature. It
was very it was an uncomfortable reality driven by a little bit
of or a lot of bit of self doubt and insecurities. But when
we can we can find that right that ability to belong and and
goof off while being professional like, yeah, that's
what I'm all about these days. Yeah, that's what I think I
will kind of like. I don't know how to fit in with the
professionals exactly. I'm figuring it out myself.
You could laugh better. My voice is gone. Oh, yeah. You might
start coughing. I might too. I'm like I'm like really paying
attention to my breathing work while we're doing these
episodes. Yeah, bronchitis and podcasting. Those are not the
two best things to combine. But nonetheless, here we are. So
all right, let's dive into super serious now. If this was
your last chance to give advice to a visionary or to share a
lesson that you've learned from your own experience, what would
that power lesson be? And I think really it's about
listening and understanding people and taking the time to
listen and understand or anything you're kind of going
back to when I talked about that book. We really need to
understand our audience and who we're talking to, especially
with the health and wellness topics in particular, to think
about not only who they are, but what they're dealing with at
the time that they first seek out alternative care. And they
could be in some major health crisis at the moment. And I
found talking to those practitioners that that's usually
the case. I thought possibly there'd be a higher percentage
that were just kind of looking for optimal health. Maybe they
were some type of athlete or something that everybody's had
something that brought them to alternative care. And it's
typically not a good experience. Either it's a bad
diagnosis. I think for me a lot was seeing family members die
when I was very young, like my great grandma. I mean, my step
grandma, my step grandmother, uh, gained cancer. She's great
too. Yes. So, yeah, she, I just remember like, it's so clear to
me seeing her when she was really sick and never seen her
sick and she was coughing and then she had lung cancer. And
then when we were there at the hospital every day, there the
process. So I saw this whole process at nine years old. So I
definitely never wanted to smoke it. So, so. That'll not do
it. The lesson is don't smoke. The lesson is don't smoke as well.
It's one of the, and, oh no, and of, sorry, now I'm all
too, I'm trying to, yeah, knowing the audience was listening
but then it went in. Oh, it's good though. But listening and
listening to, listening to understand those are two
different levels of skill sets. I learned that from a, from a
family therapist when I was facing my first divorce. You
know, not exactly the circumstance you want to be in
when you finally start paying attention to listening to new
levels, but I had never heard anybody share the third level
before. And I've read a lot of psychology stuff. It's not like
I didn't try, but you can, you can react at people. You can
listen to somebody and respond, you know, like I'm doing right
now, or you can listen to understand where you dive deeper
and you ask, what does that mean? How does that, how does
that work? And that level of listening is, is what I've seen
when I, when I've seen the most successful people I've seen in
my life defining success as the most abundant individuals.
They're incredible listeners. They ask such good questions.
What have you seen? Yeah. Like I just was thinking about the
change for me and just, cause I felt like I was talking a lot
of ways younger and I would do that kind of listening to think
how am I going to react to the next thing that they're going
to say? So it was, it was early on. I did this kind of exercise
to really listen. And then as I went through my business, it
was different too, where I started asking more questions
and listening instead of, so my, my concern, my preparation
more it was for a call was to write the questions I was going
to ask, not, not thinking about a pitch. So I had to work on
that pitch later. There are networking and different events
where I needed the pitch and often was, we just say something
like, I'm a graphic designer elevator pitch practice. But,
yeah. So I had to balance that out too, but definitely asking
them asking questions, asking the right questions, then that
listening to understand and really get a deeper understanding
as well. I love that you said that, you know, you were
listening, you know, like to, to react. That's something that
we do with comedy, right? If we want to be funny, anticipating
what person's going to say, you know, what they're thinking
ahead of time. Like that's one of the most trippy forms of, of
of why comedy matters and why it's so impactful is when you
can pretty like lead people to what they're thinking before
they get there. Like it's, it's amazing what can happen. I'm
not, I'm not a coach for comedy, by the way, so I'm not
going to put that eloquently. That is one of those realities.
And then two, when we can, I loved that, that was my like,
listen, like I knew I was a champion listener because, and I
knew I knew people well, because I could predict what they were
going to say and I would say it before them. That's an ego
driven approach to listening. We're not actually listening.
We're just trying to show off. So when I learned to start,
like when I finally realized how toxic that was, I was like, oh,
okay, like I, I need to, I need to take a step back and really
appreciate where people are, are going with what they want to
do. Otherwise I'll never really connect to people on a deeper
level. Yeah. This is, this is like my repentance show today of
all the things that can do better. All right. We're going to
go into making complex wellness topics easy to understand for
meaningful engagements. So how do you do that? How do you make
complex topics easy to understand, Lori?
And I'll go back to the listening and sorry to repeat
the same thing again, but that's all that's, it's really the big
part of it is it's a lot of observation. And I feel like
that's something that I, it's just listening to people
wherever I'm at as well. And I feel like everything that I've
always done, like if you think of art, especially thinking of
art, people always think it's the skill of drawing, but it's
really learning to see. So I feel like it's with words, it's
learning, learning to hear and then repeating in some ways,
words that someone says, like if you're, if I'm writing for an
audience, I can read their reviews, watch the videos that
they made from like their top clients, have a survey, do a
survey if they don't have that information and get that
information and use that. So I'm speaking, following kind of
the nuances of what their desires are. But as far as
making it more easy to understand, it's also knowing
them, knowing, knowing where they're at, also thinking about
when they're reading something, emails typically have a lower
attention span. So thinking of that and your audience and
maybe, you know, if they're, they're kind of rushing and say
they're a mom and they have lots of things going on. And so
I want to get that information to kind of pull them in quickly
so they understand what this is about. So they keep reading
and then take them through that journey. And yeah, for me, it
is listening to that, the single medical professional, the
alternative care practitioner, getting all those details that
are very technical and then thinking of the desires of their
clients and bringing it together in words. Yeah, that's,
that's awesome. So this, this concept of, of listening, part
of, part of the exercises to become a better listener that I
found is to learn to be intentional with what I say, as
well with what I do. And you mentioned it, you mentioned
email and it being a less effective form of communication
in many ways. And it can be this conversations farm, I can
hear you, I can see you, I can sense your vibe and your tone
and your cadence. I don't have access to that when I'm trying
to communicate with somebody via email. So it's like, you know,
you could propose to somebody to marry them through email.
Good luck. I don't know if anybody, there's got to be
somebody out there who's accepted a marriage proposal via
email. All right. But I don't get some more effective way to
to go about that. So knowing the medium is big. Let's take a
look at your website. This, this is your website, right?
Lavea Creative. Yeah, this is my website. This is a business
I started in 2007. And then I have one specifically made two
for health and wellness, loriamdean.com as well.
Okay. We're going to pull that up as well. I've got one for
Lead Infuser.
That one. Yeah, I was going to talk a little bit about that.
Just thinking of the vision and talking about and Lead Infuser,
I was talking a lot about AI and automation and realized
through my own journey that it's more about the words when I
was writing. Oh, there's my son on there.
Nice. Awesome.
He's five and I'm in the background.
Awesome. Well, we, we hear we appreciate that. You know, it's
family first. You know, that's, that's my feeling. Anyway, I
know some other podcasters might freak out about that, but
Yeah, that's why we are at this time. I think we had to go to
a unique time for you.
That's the best. So it's a, let me get it. loriamdean.com
Yes. Okay. I want to make sure I grab the right one for, for
that. And let's take a look while you're, while I'm pulling
that up again, feel free to tell us about how, how does it
work to work with you? Um, you know, what's it, what can I
anticipate? Let me steal the screen from Cynthia a little bit.
Go ahead. Yeah. So, yeah, as far as working with me, I do a,
first I do a free consultation to get to kind of get acquainted
with each other, especially if it's the first time they
encountered me and never talked to me before. I like to keep it
pretty casual, 30 minute conversation. Of course, like I
mentioned, I asked lots of questions, learned about them,
why they started their business and why they contacted me
today. Why, what is going on in their business world right now
that they want to help. So, so that's kind of the start to
work with me. And then from there, we determine if there's
a possibility that they could go to a paid consultation, if
they, if they really need help with strategy. So I'll help
with the content strategy as well. And, uh, one thing I do is
help with the email content. So those can be like mini courses
in disguise. I see this scrolling by and thinking about
that. Uh, so that I help with the whole process to, uh,
writing a sales funnel, uh, if they don't have any kind of
incentive, helping them determine what kind of incentives
that would help them, um, get people to opt in. And then, and
then from there, sending out those emails, they continue
engagement. I feel like, especially with the health and
wellness, it's, um, this may be something that someone never
thought about until they have a health crisis of some sort. Uh,
in particular, met someone, uh, they met someone for, to help
his business, uh, not in the health and wellness room, but
ended up, he mentioned to me that, I don't know how we got
this, it just seemed like, uh, we were drawn together for
other reasons. Cause we ended up in this whole conversation
about how his, his wife got diagnosed with cancer that they
said they couldn't treat. And he's just like, I'm not
accepting that. And did all the research. And for them, they
found, uh, alkaline water and gained these kinds of purifiers.
And then they changed all their diet as well. And they did
this all themselves, just, just researching all of this and
truly changing lives around. And she's, she's healthy and
doing well. And she went from a diagnosis where they said,
you're not going to make it. There's nothing else we can do
to thriving. So it's, this hearing those stories is like,
that was when I was considering really working with health and
wellness because it's so, it's something I'm really passionate
about for myself and my family. And then to kind of run into
someone not planned, we have this whole conversation about,
uh, his story. It was interesting. He's telling the
story and I hear his wife in the background. So it was very
touching too. It was just like hearing her and cause it
sounded like it was going to be a, like it wasn't going to go
well. It was the way the story started, you know, you're kind
of listening like, Oh no, and then I hear, Oh, she's kind of
chiming in and it was really, it really a neat story. And so
yeah, he even isn't now in the health and wellness space and
helping other people change their, change their lives around
like they did. So it's really amazing to hear those stories
and it's kind of motivates me to keep going with this.
Yeah, definitely. I, I like that you chose the words empathy,
a blend of empathy, innovation and conversion focus marketing.
Those are very intentional adjectives. So, or purposes, why
those, what do you see that other people may be missing?
Well, it's, it's actually, I thought about the innovation.
I'm always keeping up on everything that's going on.
Technology wise and, and just business trends and things like
that. And it's something that clients would mention to me.
They're very innovative. So I'm thinking, I was kind of seeing
the big picture, thinking outside of the box, thinking of
a different way to do things. So that's why I brought that in.
It's kind of a way I work and think and do things. And empathy,
like it's just how I am. I can really feel what it's like to
be in another person's place. Even if I haven't experienced it
exactly, I can, I can really understand somehow. It's just
something that I'm, I'm able to do. I don't know how or why is
this one of those gifts I've been given by God? Yes. So, so
using that as well and bringing it into my work. And what do we
have creativity? Was it creativity innovation?
You have the innovation and conversion centric.
Conversion. Oh yes. Conversion. Yeah. Because everything I'm
writing is action oriented. Like let's get them to take some
action. So it's getting, sparking the curiosity,
increasing engagement, and then conversion to sign up for
whatever we're offering. If it's a product that's going to be
offering, if it's a product or service, book an appointment,
if it's a practitioner and get help them on their wellness
journey to optimal health. That's awesome. That's and
those are, those are three virtues or holistic
opportunities for improving copy. And those certainly aren't
the limits. Right. We, we, like I said, I'm not a funny guy
first, but I can find my dad jokes and my humor when I want
to. You know, and, and we have what we gravitate towards, but
we also, and also as reflective of, of your desire to
understand what your audience needs. So what are some of the
hiring mistakes that entrepreneurs visionaries are
making in this regard? Because again, well, and here's why we
focus on this vision pros. 96% of businesses fail within 10
years. I'm an optimistic realist. I believe that we have
the ability to overcome that, but there's 4% of businesses
that are not succeeding. 4% are surviving the 10 year mark.
We've got to make adjustments. We've got to be willing to
accept, okay, I don't necessarily know everything. So
now we have Lori Dean here, Lori, what, what mistakes can
an entrepreneur make when they're hiring somebody to
manage their copy, improve their funnels, drive conversions
or not? I can see. So actually hiring a
copywriter and that I can see just hiring one person do one
small task and then not, they may think they need something
like this happened early on in my career too, as a designer
and I'm doing any marketing where I'd have people come to
me. I need a brochure. I need a business card. So they need
the, they think they need this one thing and not looking at
the big picture and what it does. So I would always ask,
why do you need this brochure? And sometimes we don't cover
you don't need a brochure. So I always thought like I'm this
young designer that should be trying to sell a brochure
because I can design it for them. But I was just like, I
just can't do this. Like I can't, I can't design something
for you that you totally don't need is like, not going to
help you in any way. So, but then I offer something else.
What, what do you actually need and help them with that and
help them with that strategy. So that's just something I've
just noticed kind of trying, they think they need whatever
it is, whatever the thing is, it is out there.
It may sound elementary visionaries, but I'm telling you
right now, 99.9% of you are making that exact same mistake.
You're not chief marketing officers. You're not chief
financial advisors. You're not chief operations officers.
You're great at whatever it is you do. And I wasn't either.
Right. And when it before I learned how to become a chief
marketing officer and a chief executive officer until I had
studied enough behaviors, been behind the scenes, helping
enough people on those realities. Like, you know, I
don't care how many times I've watched a heart surgery either
that does not make me a heart surgeon. And when we can learn
to get our own ways by saying, Hey, Lori, I think I need a
brochure. You know, what would you do? You're, you're going to
end up in a, in a better place than if you just try to tackle
that on your own and command somebody to build assets for
you. And you don't have the whole strategy process figured
out behind it. So I'm a little bit more direct and a little
bit more, you know, I turn a lot of clients down. We, if they
don't have the infrastructure behind them, then they got to
go. We tend to a two hour webinar. So you can watch the
two hour webinar. Like it's, it's a free gift for you. Go do
it. But a lot of people won't and that's okay. I want people
to win. I don't want people to keep losing. So I'm glad that
you, you do turn certain projects down. It's very, very
good advice. Anything you'd like to add before we wrap up
today?
I feel like we covered so many different things. I feel like I
traveled around through my entire journey of graphic
design to copywriting. I guess like, too, just thinking about
business owners. I end up talking to a lot of people
starting agencies that are like, they, I just talked to
someone today in particular, thinking of, and I think one
thing we can do as business owners is want to do everything.
And that's what I really realized. Okay. What I, through
prayer, it's been, what is my God given talent? And
everything came through writing. So for me, that's where I
really realized it's great. Just hone in on that. And because
I would see all the other things that some people need and
I can refer them to the specialist or bring that
together through a team and hire the specialist to do all
the things.
Absolutely. Visionaries, what Lori's also going through, I
go through it every day. Those who have started to make their
mark on the world, that you're producing results. What's
going to happen is you're going to have a whole bunch of
companies, agencies, et cetera, approach you to do business
with you. You know, you're going to get pitched wildly. And
if you're not used to that, it's also a very, like I hear a
lot of professionals say like, oh my gosh, I hate the amount
of people that are spamming me. And I'm like, welcome to
success. That's what happens. You think Tony, I think people
leave Tony Robbins alone. No, Tony Robbins gets spammed times
1000 of most of us. And he has systems and filters to help him
sort through those opportunities so that he kids in on the right
people to work with. I'm going to give a small gift in honor of
what Lori was explaining. And Lori, feel free to use this
yourself if you'd like. This is our vendor reply. And this is
something that Ang manages my inbox now. And it says, hey,
great to meet you. I'm Ang. And we send this reply to all of
those horrific spam messages that we get in addition to the
pretty good providers. But we want to honor them. They're
human beings that are just trying to do something. So we
actually, she invites them to be to apply to be on the show. We
wouldn't host anybody who's not like who doesn't have a
legitimately holistic vision. And we always ask them for three
things. What's your entry level pricing? Give me three case
studies and three references. And we look forward to hearing
from you and seeing you on the show. Good luck. Right. We're
not we're not letting people just move forward with us. You
know, blindly. And 99% I would say I would say 96% of people
who received that email, they go away. They have no
references. They have no real case studies. And they're
offended that we asked for entry level pricing, which
means they're not good at leadership conversations. We
didn't ask them because we want to invest in their their small
thing. We asked to see how they'd react, or to see if they'd
have the skills of listening to understand. And we bring
people back to the humane conversation of let's get to
know each other human being human being. So I hope that
helps you Lori. I hope that helps everybody who's listening
have have a plan. Go ahead. Go ahead. I want to hear it. Oh,
I was just saying thank you. That was helpful. And a nice
way to to talk just to communicate with people and yeah,
just thinking about the the person that came to me what what
I've had happen is they see my businesses and they they're
actually reaching out to me to help them with their new agency.
So that's that's been a different thing that's occurring.
And that's what the conversation today kind of led with the
sometimes they want to partner with me in some way. So not as
much the the spam, what we call spam possibly reaching out
You don't get spam. I do. Yeah, I do. But that that wasn't what
I was referring to with right there's levels. There's levels.
But yeah, it's one thing that I do find just talking about
that is because I help write email campaigns is making sure
you know who you're writing to and the message is relevant to
them because the one thing that I do get is from agencies,
those they'll write me to promote exactly what I'm doing.
So they obviously didn't research my business in any way.
So it's kind of just interesting. It's a nice way to say it just
to see this. It can do it could almost sound word for word for
what I'm offering. And yeah, so there's a lot of that going on.
A lot of ways to look at it though. So if I see somebody
putting sticks in a fire and I decide to come out a stick to
the fire, I'm not necessarily you know, it depends. Do they
want me to help with their fire or not? That's up to them. But
just because we're doing the same thing, if we decide, hey,
you do what I do and we're both doing the same type of thing,
maybe we should form a family. Maybe we should, you know,
create that sense of belonging. But there's other times where
you're like, no, like I got stranger danger, you know, I
got to be careful with those types of individuals. But to
get to your point, though, the watered down nature of
automation and outreach and what's happening, the pen is
mightier than the sword. And if you're wielding the pen of
automation, then you might consider taking a step back,
finding some mentors to talk to who can help you refine your
approach to influence and to drive attraction for your
company. So I'm always excited to talk to the Lori Deans of
the world and see what else can I do to refine my approach
with helping people. And you've done that today. So I
appreciate you very much. Thank you. Thank you, Jackson.
Absolutely. Vision pros. If you have a vision to share in the
top right corner, you'll see a button that says be our guest.
We'd love to have you as a guest come and come in and share
your vision with us. If it's holistic, if it's helping
others, that's what we're really looking for. And we'll also
have on the landing page links to connect with Lori and to see
what she's up to. We'll make sure the right websites are on
it. She's got that Richard Branson effect with like three
for going into 250 million companies. But we'll have the
right ones on there so that you can connect with her. And we
look forward to seeing you on the next episode. Everybody
have a fantastic rest of your day. Thank you for being here
today. I'm really happy that you tuned in to Vision Pros
Live. I'm looking forward to seeing your reactions as these
episodes continue to move forward. This is gonna get more
and more fun. We'll have more and more engagement as well.
We'll invite people to participate in the show and thank
you for giving us your time and attention. Have an excellent
time building out your vision.