Nail Your Niche with special guest Stephanie Campanella

Hey, welcome to a brand new episode of Raney Day Talks. And today I have my sister from across the pond, literally Miss Stephanie Campanella with me this morning. Welcome. Thank you for having me. I’m so, we’ve been, we’ve been really trying to work this out for a while now and it has officially happened like we are here.

Stephanie: Oh, I was super guilty. I’m like, I really heard agenda and think I’m avoiding her or anything, but no, I’m, I’m in, I’m all in. I just, I just need to make the point and fill out the form.

Hey, hey, you know, I just want to be remembered. You know, like for those that don’t know Stephanie, so I’m going to give you a chance to introduce yourself. But she started out as the tradies Queen, niched herself as the go to person for tradies in the marketing realm in Australia and since then has built another business, her own personal brand as nailing your niche. Right? And so in a very short amount of time so that, let’s talk about that. So tell me a little bit about how you got started with the tradies world and how you decided to bridge that gap into launching your own personal brand.

Stephanie: Yeah, so I mean, I was in that Webmaster Web Dev and design sort of world and uh, and I think I was about two years in. Um, and I just realized I need to Naish like I need a strong point of difference. I need a customer that I’m going to work with again and again and again, so that I stopped wasting my time, you know, changing hats and jumping from accountant to hairdresser to, I don’t know, to waxing, so on, like, you know, it’s ridiculous. I just wanted to deal with one type of customer who had one type of problem. Um, so then, yeah, I nation, I built tradies get online and it’s just been phenomenal. So my experience there, uh, I’ve packaged up and I’m sharing that with people all around the world because I really strongly believe that if you niche or niche, uh, as I say in the states, um, you’re just yoga and you penetrate the markets so much faster. Um, you know, you’re going to be able to get, you know, to, to get really known in the niche, um, as you’re going deep, not wide. So, um, yeah, I cannot recommend picking a niche, picking a vertical and just going all in.

So how did you pick tradies? Uh, my dad’s actually a brickie. Yeah. So it was more what like a, Hey, I know this,

Stephanie: or phew, yes. So, um, when I was like 12, I, you know, the, the tradies would all turn up the place on Friday afternoon and come for their checks and, uh, I’d, you know, I’d help dad, uh, you know, make sure all the checks went out and they all got paid and you know, I helped him with a bit of Admin and this kind of thing. So, uh, I knew of the trade niche really well. Um, I also had, uh, surveyed my customers over those first two years and 35% of my customers were trades, like they were builders or electricians or plumbers or this kind of stuff. So it just made sense to just quickly rip the bandaid off and do it. That makes sense. I should note that we’ve literally just built a new niche to go along with the course lodge and we’ve nation to heron, have union body marketing. So we’re about to dominate that entire nation now. But that’s amazing. So you took

basically your own process, built another business, another brand. Yeah. And Are you going to use that as what basically the case study or how you did it, right?

Stephanie: Yeah, yeah. Did basically short people because there’s so much fear around niching nature, mind correcting myself. Um, there’s so much fear around, you know, is it gonna work or am I going to have enough customers? What if I don’t like my niche? What if they can’t afford me? I mean, these are all things that we can totally debunk. And I wanted to show people how quickly you can get a business up following my process, um, and then start generating some sales. So we just picked a niche. Boom, hair, body, beauty done. Like, let’s, let’s be those people. Let’s build a site. Let’s make it super simple. Um, let’s actually talk to our customers. Yeah, I can go on forever. About this?

Yeah. Well let’s talk about kiss fear cause that’s something that we come up against with a lot of business owners, especially when they’re at that point where they need to branch out or they’ve tapped into the digital world. They might have a website, they might have a Facebook page, but they really haven’t launched online. But I’m, we’re finding that there’s fear that’s holding them back because they don’t want to be like everyone else or maybe their competitors are doing it better or if they start putting up all these walls. So how would you tell someone who is going down that path, whether it’s they’ve just launched or they’re trying to figure out what area of business will industry to get in, how would you tell them to

Stephanie: knock that down? First things first is, it doesn’t matter if there’s someone sitting right next to you doing the same thing. And it doesn’t matter if there’s people that are out there doing it longer than you, or if you think they’d better than you, they aren’t you. So that is never going to be year like. So that is your edge. So if you just be yourself and get yourself out there, then you’re going to have success. So that’s the first thing to, uh, to completely strike, um, you know, for the record, um, the once you seriously like you want to launch and you want to go deep in a channel, like I think a lot of people, there’s like, Oh, who are you customers? I’m like, oh well they are like, you know, they’re 35 to 65 year old females. Like oh great, that’s, that’s a great customer because surely a 35 year old is completely different to a 65 year old.

Stephanie: I mean, I went to the gym and, and had a really healthy breakfast this morning as a 35 year old. I’m sure my mom is still sleeping, you know what I mean? And she’s 65, so they are two very different customers. So in order to really get close to your market and to actually start marketing and building desire for your brand in your customer’s eyes, you need to get real close to them. I think what we don’t recognize that we failed to recognize is that even like, you know, you love the gym too, right? There’s all these different sort of sporting brands. There’s an under armor and Nike and added ass and Gosh, I mean look the seminar, each one of those brands, although you might see them as, you know, sports gear or you know, sporting activities or you know, their sports brands so to speak, they’re all completely unique and they all have different kinds of customers that they’re trying to attract.

Stephanie: You know, like here in the Australian market added gas is like real urban. You know, it’s maybe not someone that, um, you know, crossfits for example, it’s someone more urban, you know, that kind of sweat. You know, knock is more of a classic worker. Outer underarm is real gritty and like must be masculine and stuff. So, you know, even when you go, aw, I’m going to do the sporting nation, like, well, what sort of customer do you want to have? Like you get to really dive in much deeper, um, to really connect with your audience and then really have success.

Hmm. That’s good talk like right there just to buy it just by dialing into your customer like that. That’s a whole conversation in itself. So coming from that step, okay, so we’ve narrowed down, we’ve picked, what about that fear that creeps in is what if I chose the wrong one? What if I’m limiting myself? That’s another conversation that comes up when we start talking about,

Stephanie: um, what happens if I don’t like my niche? So guess what? You don’t have to marry your niche. I like to tell people that you want to stick to it for 90 days. So make it a 90 day challenge. One quarter. What’s what, what are you going to, what do you got to lose? It’s one quarter of the year that you’re going to really try and nail this niche. Yeah. And if you don’t like it, you simply walk away. There’s no court documents or divorce law to volts lawyers needed. You just dump it and walk. Um, you know, a lot of people ask, well, what should I do with my website? You know, should I completely change my websites? Should I rebuild a website? Should you know, should I go brand new? It’s like if you can build a website in a week, then build a brand new website for your niche.

Stephanie: Otherwise, if it’s going to take you six months to faff around with design and colors and Alyssa, just leave it like, just build up page and start getting yourself out there and get your message out there. So yeah, you don’t have to get married to the niche, give it 90 days. Um, your second question was around fee. Like what if I get bold? Like, like again, like you don’t have to marry the niche, the end, and there’s a fear around, uh, you know, are they the right one? Can they even afford me? Like, does this niche even have any money? This is a massive question that comes up. Um, with every single market there is a top of the market and a bottom of the market. So you just gotta make sure that your marketing talk to your customer, you know, at what level they’re willing to spend, you know, to jump into pricing like you, you just need to price your service so that you can offer the service, you can be profitable and there’s some money left over and you’re paying taxes and your wages and all that sort of stuff, right?

Stephanie: So you’ve got to price yourself accordingly. So then depending on what price you are, it’s gonna depend on what sort of customer is going to buy from you. If someone’s only earning a hundred grand, they’re not going to be able to afford a $50,000 marketing budget because that’s 50% of everything that they’ve gotten. There’s nothing left over. So that’s a massive, you’re like, ah, I don’t know if the nation’s really got any money. There is always the bottom of the market and the top of the market. It’s up to your marketing messages for you to find that perfect customer that is going to meet, um, you know, it’s going to meet exactly what you do and why. And I find the best place to start looking for that is to get online. Right. Like Facebook groups. Did you like when you started doing your research and the validate, did you start making sure that your messaging matched up or were you just like all in, did you just go any way or like how to validate that listeners?

Stephanie: Well, I mean this is 2013 so there wasn’t really Facebook groups. Uh, I had a Facebook page, definitely, I don’t even know if Instagram was out then and if it was, it was really early days. Um, so I just ripped the band aid off and went all in. I know that I had already made some, um, uh, great customers already. So if I can make one great customer, I can duplicate their customer and find another one. Exactly the same because they are out there. Um, and that’s the thing when once you identify exactly who you’re working with, it’s like that yellow cab scenario or yellow car. Would he say, Oh, I’m really looking for, for a yellow a corvette and then all you do see yellow corvette everywhere you go. It’s cause it’s at the top of your mind. So until you actually pick your customer and you know them intimately, you might say, uh, it’s going to be very hard for your brain to spot exactly who you’re looking for. But once you do, it’s like that yellow cab or the yellow corvette. You’re going to see it everywhere. Game on, game on. Let’s do this.

Stephanie: Well and I don’t want to take too much away because I do, if you are listening to this and you’re like, oh my gosh, I need this, I need this information. We are going to drop that nail, the niche join landing page where you can get all the details and get on the wait list. Correct. Because it is coming. That course is coming. So talk a little about the course, like what’s going to happen? Like what can people expect from the course? What can they learn? How long is it? Give me the little Shawl, the nitty gritty and the nitty gritty is now the nations is six weeks cause uh, you’ll, you’ll get one on one on one. It’s group mentoring with myself. You’ll get the com, you’ll get access to the community and you’ll get access to all the calls. Um, you know, content.

Stephanie: Now the thing here is I’m going to help you walk through in six weeks and change your business completely. I’ve got a lot of people that are sitting on a fence [inaudible] not quite sure how they’re gonna market their business. They’re not, you know, the, they’re relying on word of mouth and it would have mouth copy controlled. It’s like a tap that you can just turn on and then boom, you’ve got clients, you actually need a marketing funnel in place so that you can, when you need turn on leads, so to speak, using the Internet, because the Internet is the most amazing tool level. There’s nothing worse than running around doing networking events. Like there’s only so many handshakes you can make that night and so many cards you can throw in someone’s face. Um, so I’m going to show you my process of exactly how we put a website together, exactly how we work out the messaging.

Stephanie: Um, I’ve actually got a Freebie that I can give you guys that’s, uh, 300 brilliant natives to dive into and picked. I sort of looked at every single one of them and I thought, yes, these are all very good profitable nations that if you went all in, you’re gonna be safe. Um, so yeah, it’s basically from a to zed, exactly how, if you’re brand new in business and you just, you’re not sure how to approach that whole piece of marketing and connecting with the customer. Or if you’re 10 years in business and you are still dragging the chain from a lead generation perspective, this is going to fix your lead generation issues. It’s gonna, it’s going to help you connect with a customer. It’s gonna fix all your messaging. It’s going to fix your site and all the stuff that you need on your website. Because there’s a certain structure that I like to roll with that I’ve tested and worked. And also like, you know, in terms of content, like putting yourself out, what’s that next step? How do amplify, um, and actually get that lead generation pace coming in.

Jennifer: That sounds awesome. That sounds awesome. We’ll check out the show notes now. I went to shift. I’m going to take a quick right turn. So we’ve talked about what you do. Let’s talk about you behind running the business and how you show up. Because once again, we’re talking, yeah,

Stephanie: business owners. I’m business owner. You know, I talk about this stuff all day long. How do you set yourself up for success every day? Like how do you start your morning? Are you okay? Routine kind of girl, what do you got going on? Yeah, well I’m a, I’m a morning routine kind of spreadsheet girl. Uh, so I start my day with a warm glass of water with a, um, uh, my parents have a lemon tree and they give me like 20 lemon. So I’ve, I’ve like squeeze all this lemon juice into these jars that I keep in the fridge. So every morning I’ll put a little bit of fresh lemon juice in a glass of hot water, a little bit of salt. And that’s the first thing I do every single day. If I don’t do that, I know that like my body tells me all day, I feel flat and Yuck and disgusting.

Stephanie: So I know when I’ve done my lemon juice, I’m going to happen. So that’s the first thing. The second thing is either I go to the gym, which I did this morning, um, or I’ll take the dog for a walk. I want to try and get some fresh air into my lungs and Ah, you know, see the world, so to speak. I think when you go straight from bed to breakfast to your desk, like 95% of the entire population, I think your mental state isn’t as positive. Uh, and you don’t feel like you could take over the world. You know, you can, you can win whatever your I’m currently tackling. So I find getting outside going for a walk, it just, it’s the endorphins, right? The same as going for a workout. You just instantly feel a lot better and you feel stronger and you’ve got clarity and then you get to your desk and you’re like, right, what’s my to do list? What’s the hardest thing I’m going to do that first. Um, so yeah, that’s like there two big parts of my morning. Of course I will, um, try and eat a good balanced, healthy breakfast with some fats. Um, some good fats and protein and then, um, some complex carbs as well, like, um, Ravina by the health conscious. Um, you know, you’ve got to nourish your body, get you, get your body going. So yeah, that, that’s, that’s kind of my more morning routine

that cause I’m finding especially with people that we’re interviewing and people that are successful and you know, like myself that we have to start off. Yeah. You have to start off the morning. Like you have to have your own rituals, whether it’s and whether, however the day goes, you have tomorrow to try again. And, and that’s cause I’ve been trying to shift my habits and that’s tough. Like creating new habits is tough. How, how do you create a new habit or how have you changed your habits?

Stephanie: It’s so funny. In the gym this morning, I, you know, I turned up, I got there. Uh, it’s still a little bit cold in Sydney. So I had a few lays on and I was slowly peeling the layers as I was getting warm. And, uh, one of the coaches in the gym, Claudia said, hey, morning Claudia, you know, how you going? I’m like, you know, I’m just here to try to do my best. And she said, and it was, it was the most awesome, you know, 30 seconds of my morning already today. But she just said

like all you can do is be your best. So for today, just try to be a best today because tomorrow is a brand new day. So if this is all you’ve got today, then that’s fine cause you can always go again tomorrow. So that’s good. Like you’re not even like fully there yet and you’re already getting it. Exactly. That’s good. I keep this little reminder for those. They’re listening and not viewing. I have a sticky note and then I put, I went to be better than I was yesterday. So to every day I have that right in front of me. So whether it’s the days on in the office or I just happened to pop in between, you know, wrangling Munchkins. It’s like, okay, today I just want to try to be better than I was yesterday. Yeah. If I can do better, be better, show up better.

Stephanie: It’s okay. Yeah. I said to my husband, um, I, cause we’ve moved house and everything’s kind of shifted. And I said, look, I would really love to bring back accountability Sundays because then we can set goals for our individual, um, you know, sort of purpose or pathway. Then we want to take ourselves on. And every Sunday we would come together and we would sort of work at, right, what are we going to achieve if we do nothing this week, what’s the one thing we’re going to get done and actually achieve? And I was like, Babe, we’ve got to bring this back because there’s 52 chances every single year to make this an even better year than what it was last year. And I was like, we are kicking ourselves if we don’t hold ourselves accountable, even as partners. So yeah, I’m lucky. I’ve got the most amazing house.

I love that. What a great idea to bring your spouse into it. Oh my gosh. My spouse. It’s currently quarter till 10 here and he’s probably sleeping, but I’m going to be like, Hey, guess what? I got a new clock. Everybody to chat to you, Rod. Yeah. Yeah. I try to, I try to wait until morning, but there are occasions where I have to run in and be like, I just had this idea and that’s a good one. Yeah,

Stephanie: That’s a good one. Now I’m big on always trying to consume knowledge, right? Always looking ways to grow, always learn. What am I bringing in? What are you reading right now? Are you a reader and or do you listen to books? Like what are you doing? What are you listening to right now? I’m not, uh, I’m a reader, but I don’t read the book I have audible is, I’m just launching up now. I’m very excited because I just, uh, uh, pre uh, books, Marie folio, everything is figureoutable. I’m a massive fan of Marie folio. So, um, that, that I’m really excited to get that. That’s actually dropping on the 13th of September, I think, which is just before my wedding anniversary. And we’re about to go away. So that’s what I’m going to read while we’re away. Um, what else am I reading here? Oh, okay. So I took a little break.

Stephanie: I, uh, from business books, cause I only ever read business books. I read the husband’s secret by Leanne Marie Moriarty Moriarty. Um, she was the author that wrote big little lies, the TV series and Nicole Kidman and now a middle street. So that was a good break. Um, I’ve got a Dr Joe Dispenza in here breaking the habit of being yourself. Um, Dr Joe had a massive back injury and he cured himself with these mind and a client of mine said, uh, you gotta Love Judge Spencer, you know, Dah, Dah, Dah, Dah. And I was like, okay, what is this? So, um, so that was good. Um, ready, fire, aim, zero to 100 million in no time flat. Oh, there we go. That was when you had shared a couple along the way and I was like, Ooh, screenshot that. Yeah. This, I mean, you know, your best year ever, Margo hired that wasn’t bad. Um, very quick rate. The one thing of course Gary Keller owned the day or the night, Aubrey Marcus, I cannot recommend this book enough. And what was that one again? Own the day. Own your life by Aubrey Marcus. I was really surprised by this. It was phenomenal.

Stephanie: Um, and the one last one I’ll share is icky guy. The Japanese secret to living a long and what does it say? Uh, I have to download it to actually, um, anyway, it’s by a Hector Garcia Eeky Guy, a k I g A. I a, it’s basically, you know, why do Japanese people live so long? Like what do they do? And their skins are good and they’re so happy. So that was a really good read to kind of, um, put greatness in your forefront, uh, and you know, green tea and health and it was a good raid. Quick raid would a good read. So yes, I’m an audiobook. I, I’m on the run. Uh, I move quick so I can’t sit down and write a book. Um, I listened to my ears.

I like it. I do. Or else I could listen. No, I like it. I’m a big fan of audible because I’ll get to the point where the kids are like, Mommy, what book are we listening to? And so I figure it can’t hurt them. Right. They’re just getting that business early on. Well, before we close, before we wrap up today, which I feel like has been very predictive, we talked about so much, especially with nailing your niche because obviously that is your jam and it’s so important. So what happens next? You’re getting ready to launch your course. Can you let us in on the secrets of Stephanie Campanella is next steps? Is there something that you’re working on that

Stephanie: We can look forward to seeing? Yeah, I mean, so I’m, we’re about to launch, uh, now the Naish, so that’s about to open doors and bring people in and, and with, uh, you know, there’ll be in the show notes and that kind of stuff. Uh, there’s also a, a strategic hiring cost I’m about to launch. So, you know, I love when you say maximizing my time and being in my sweet spot, that doesn’t mean that I’m, you know, designing websites or any of that stuff that I used to do. So I’m a bit of a boss when it comes to hiring team members. Yeah, you are bringing a process in for that. And Nicole, so short calls too just to get people to get more people duplicating themselves and hiring what I like to call the junior lady boss cause I think that’s the most important role in any business. So yeah, among other things, they’re probably the two big ones. The now the niche calls, you know, how to actually turn lead generation on and um, and then the second piece there is hiring a junior LadyBoss duplicating yourself.

No elevate. That is so exciting because you know, but that’s what I’m currently working on is building out our team and we have a really great base right now but we’re, we’re scaling and so, and you need to have that because some wonderful woman who’s super smart told me to hire before you drown and showed up. Like, here we are. Here we are. So that’s awesome. I’m excited for you to step into that.

Stephanie: Yeah, no, that’s good. I’m, I’m really excited to bring to some, just some products into the marketplace.

Well, and you’ve been doing it and now you’re on your third, fourth business. I mean, who knows what’s gonna happen next. Exactly. Alright, Stephanie, why I won’t take any more of your time. Thank you so much for joining us this morning and I’m super excited to see which you’re, uh, how successful your s your courses are and totally know. All right, lady. Well, thank you so much for your time this morning and thank you all for tuning in. Thank you so much, Jen.

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