Youpreneur Summit 2018: the big lessons I learned

As Seen In...

Recently I attended Chris Ducker’s Youpreneur Summit. It was my second year attending, and I had such a good time last visit that it really needed to work hard to beat that experience…

And it did!

Chris creates quite a buzz, and his carefully curated event was a big hit, with some even bigger hitting speakers.

It was so good that I’ve already booked my ticket for next year. I’m a big fan of supporting the British entrepreneur community and showing up to this event is a part of that for me. Plus, I come away with some awesome lightbulb moments.

For those that missed it, here are my key takeaways:

Carrie Wilkerson on embracing tough love

Your passion will not always pay you. Be passionate about who you do it for and bring in the money you need however you can. Get really good at what you’re really good at – then use that platform for your passion.

Resist temptations and just DO IT, whatever it is. Don’t throw money after the next blueprint, the next program or the next course when all you need to do is take action.

How to design your business

  • Create it around the people who have invested their lives in you.
  • Don’t make decisions in a bubble, think about your family.
  • Create for the future, not for now. Create an asset, a legacy.
  • One bad decision can ruin your reputation.
  • Have boundaries around stress levels and the hours you work and be aware of how it affects your people.
  • Follow your path, even if you’re not sure how it will all unfold – just like Dorothy in The Wizard of Oz.
  • Be super clear what your purpose is and why you’re doing this.
  • Pursue your core model until you get ridiculous cash for that, then look at others. One thing at a time.
  • Be clear who your idea paying customer is. Do they have money? do they have discretionary income? Will they pay you the way you want them to? Stop chasing broke markets. You can serve people in a powerful way, but it’s hard to help poor people when you are one.
  • Choose your mentor wisely and choose to listen to only one. Only listen to people who pay you or who you pay, filter the rest out.

Luria Petrucci on livestreaming for growth

  • Be engaging to get engagement.
  • Create an experience.
  • Promote effectively.

To get engagement, you must be engaged. How you show up is everything. Show up uniquely, with authenticity and vulnerability. Think about what you don’t like about you, what you’re embarrassed by .. and use those! I say this a lot – own your flaws (or what you perceive as flaws) and lean into them. People will resonate.

Create an experience on your livestreams. It’s not about you, it’s all about your viewers and create an experience they will love and remember.

Speak to one person to make it feel more intimate – visualise your ideal client and speak to him or her, and then go deeper with the personal connection.

Don’t forget to promote! Tell people you’re going live or that you are live. Where are you pushing your live? Share it out. Use something like to share on other platforms.

Coaching with Chris Ducker

Chris really focussed on the human element of what we do and the power of “people to people”.

People want to have experiences with other people, and the way we can connect at a deeper level is to create those feel good experiences. It doesn’t have to be complicated, simple things like replying to every single comment and having a ‘no comment left behind’ policy.

Our aim is to become our ideal paying clients’ ‘favourite’. With so many choices out there, cracking this is the key. And the key is to get personal.

Think about what ‘favourite’ you want to become.

I want to become your favourite podcaster, youtuber, business coach. My focus now is on how I create that.

How do we do it? By making the effort to truly understand our people. By consistently publishing valuable content that connects at a deeper level. By surprising them in ways they’re not expecting. By showing behind the scenes, not just the shiny shop front.

Be real, be human, be you.

It made me think about how business really is personal, contrary to traditional belief. When you make it personal, when you connect at that level, great things happen.

What can you do now?

  • Show up consistently
  • Ensure no comment is left behind
  • Prioritise the ‘show up’ actions and delegate the rest
  • Have a good follow-up system
  • Be clear WHY you’re their favourite

Jessica Lorimer on supersizing your sales

Jessica asked about our opinions; what do we want to be known for?

This is key! I talk a lot about this in my 10 core content pillars, and how putting your flag in the sand with your opinions is powerful. Do you know what you want to be known for?

I want to be known as a coach with ethics. I believe we all should do business with integrity, and stand up against anyone that doesn’t.

Most of us spend so little time on sales activities, but it’s the one activity that can make or break your business. Jessica suggested that the first moment of every day should be spent on a sales activity, which is a great way to ensure it gets done, particularly if you don’t like sales!

  • Are you talking to the right people?
  • Do you REALLY understand their biggest problems? The ones that keep them up at night?
  • Do you have the PERFECT solution for those problems?
  • Are you putting the right price on your offers?

Your service or product can save a life, so don’t be bashful. And don’t undercharge (an epidemic amongst small business owners), it makes them feel like their problem isn’t that big a deal. And that feels rubbish on both ends.

Are you selling with passion? True passion? With absolute belief in your offer?

Are you selling with personality? So they connect with the true you? Put you in the picture and show you care.

Roger Edwards on personal branding

People think marketing is JUST communicating with customers. But this is only one tiny piece of the puzzle.

Marketing also includes:

  • Customer research
  • Segmentation
  • Targeting
  • Positioning
  • Strategy
  • Product
  • Price
  • Distribution
  • People
  • Brand

So often we just focus on the communication.

To really standout, you need to create something new, intrusive and engaging.

Focus on serving and supporting. Marketing is about getting a deep, almost obsessive, understanding of the customer. This should lead EVERYTHING.

Dale Beaumont on taming your tech

Dale gave us a list of AMAZING tech for small business owners:

  • – a fantastic image site at only around $1 per image.
  • giphycapture – create your own GIF out of your own images and videos with this app.
  • – this link shortener adds a call to action to the link that takes customers back to your website.
  • – perfect, quick, one page website for start-ups. Also great for google ranking!
  • – create great videos with these pre-made video templates.
  • – analyses your website and gives SEO improvement suggestions.
  • – create catchy slogans for your business, great for subject lines too.
  • clearbit – This Gmail extension connects you with high profile people (great stalking device!).
  • – gives you great design inspiration for landing pages.
  • – another design inspiration site for landing pages.
  • – gives you some of the best copy inspiration that’s ever been written.
  • – allows you to crop your videos to fit the various social media formats.
  • – enhances audio – great for podcasters.
  • – add its code to your website to understand how people are using your site.
  • – see what questions people are asking about your topic online.
  • – record conversations, meetings and turn them into notes.
  • – creates a powerful workstation for all your apps and tools and keeps them in one place.

Jadah Sellner on leading with love

This was a moving talk from Jadah which really made me think about every single thing in life being a huge lesson and opportunity to learn.

Failures are our building blocks to something bigger and better. When was the last time you allowed yourself to fail?

Our community comes FIRST. Taking care of them and nurturing them should be out top priority. But don’t fall into the comparison trap when you see people with huge communities. We all start at zero!

We all have the opportunity to increase our personal connection with our community, but many people are focussed on finding new people and building more, instead of loving on their existing community. You don’t need a lot of people to get results.

Trust is built in the small moments, so be present and build that trust. Surprise and delight your community to connect deeply with them. Attract. Serve. Nurture.

How to attract your tribe

  • Share value
  • Connect with your community
  • Show up consistently
  • Give them the content where they are
  • Show your dance moves on the dance floor! (Social media = dance floor– Blog = home – Email = bedroom) Don’t move to the bedroom phase too soon. Tease with your dance moves and then move in.

Court your community. If you’re sharing a PDF download it’s like a cheap first date. Give them an actual transformation instead. Make your free optin better than someone else’s paid offer.

Look at other people’s tribes and spot gaps that you can fill.

Nurture your tribe with these 5 engagement strategies:

  1. Surprise and delight with gifts and other things to reward action.
  2. Video pep talks – show behind the scenes content to connect with your community.
  3. Spotlight star members – reward them and make them your favourites.
  4. Spread the word – invite others to spread the word by tagging friends, sharing etc
  5. Create a free challenge for your community – Jadah did this monthly with her Green Smoothies business

What simple and easy win could you implement right now?

  • Serve your tribe.
  • Sell them the transformation.
  • Create change in their lives.

There are no unique messages, only unique messengers. Nobody has the same voice as you, so use it!

Greg Hickman on funnels for the future

50% of leads won’t buy. Of the remaining 50%,15% of the will by in around 90 days, 85% will buy in the next 18-24 months. Most people don’t buy fast

ROI comes in the follow up. You need a predictable selling machine and you can do this with just one simple funnel.

BUT people are put off funnels. They think it’s something they’ll get to later and then once they do implement, they only go half in. You need to go ALL IN for this to work, or you’ll be in the same place next year.

If you can’t take 4 weeks off without things grinding to a halt, you don’t have a real business.

Make it so simple a baby could do it!

1 Avatar
1 Solution
1 Conversion Method
1 Traffic Method
1 Year

Elements of the funnel:

  1. Build by design, not default.
  2. Start simple, get ninja later. Instead of thinking of this as a funnel, call it a customer journey.
  3. Play the long and short game at the same time.
  4. Filter for five star prospects.
  5. Take responsibility for how prospects show up.
  6. Conversations over conversions.

4 simple stages:
ads > leads > qualified prospects > clients

Think about how you can talk to the 15% over the next 90 days.

Offer a shortcut – don’t make them go through the whole funnel. Use an evergreen webinar and make the offer on the thank you page with a video, even if it’s just to invite them on a call.

Then deal with the 85% by nurturing them in your funnel and beyond.

Don’t leave your leads behind! So many leads fall out of these systems when all they need is to be re-engaged.

Qualify all leads with an application form. Have them apply for a call or consult session. If they make it through the system, they get a call. If not, send them to something appropriate for them.

Without systems, it’s all on you, your energy, how you show up. Share your content with video first. Show what they can expect, say, on a call and if you work together. Set the scene. Take control. Your time is valuable, don’t give it up easily.

Cut down discovery calls to 20 minutes. Do the video first that covers the intro you need. Email them reminders to watch the video before the call. When on the call ask if they watched it. If it’s a no, tell them you will need to reschedule. Be clear with your boundaries.

Start the sales process before the video and before the call. The system presells the person and creates the best fit.

Get on the phone and serve! Give one actionable tip but not enough that they don’t need you.

Use their language – get this from the sales calls.

Use this funnel to fill your calendar.

Keep it simple:

E.g. Lead magnet (such as video masterclass) > invite them to book a call > follow up with emails.

If the lead magnet doesn’t have the intent needed to make the sale, it won’t work.

Until the funnel is working, don’t waste time or money on ads. Use organic methods first, to test it.

Jenny Flintoff on being uniquely you

From when we’re children, we want to be someone else. We follow gurus and slowly become like them. We use the same words as anyone else, trapped in a box, too scared to come out and share our story. Thinking that if we stand out, if we’re different, we won’t be chosen. Just like our school days.

In business, we often become afraid of our story, so we pick someone else’s, thinking it’s much better.

Most small business owners don’t know who or what their voice is, or how to get out of the box. But we NEED to. Think about the stories we’re telling ourselves, we need to rewrite these and step into US.

Writing cerebrally creates much stronger copy. Just write, don’t think, set an alarm for 2 minutes and just write from the heart.

Andrew and Pete on creative content marketing

I’ll be honest, I fell in love with these guys. It was more of a performance than a talk, but it was brilliant!

Here are a few highlights, but I strongly recommend subscribing to their YouTube channel. And stalking them everywhere on social media.

90% of your marketing efforts should be spent on doing one thing remarkably well. 10% should be spent doing everything else. Work out what your 90% is. What’s really working well for you? Then decide to do more of that.

Find the reaction spikes, the stuff people really love and lean into those.

Show up and be consistent.

Review your marketing and create a STOP THIS and MORE OF THIS list.

Then think about what you enjoy and create a HAPPY LIST and a CRAPPY LIST.

This should show you where you need to double down.

Do one thing to blow up your marketing.

Jay Baer on talk triggers

Give every customer a story to tell about you.

Competency doesn’t create conversation. Good doesn’t create conversation. Have the courage to do something different. Do one thing in your business that your customers aren’t expecting.

What are your talk triggers? The differentiators that people will remember and talk about?

Hot triggers are repeatable and a clear strategy for your business.

Be different enough to be talked about. Be reasonable enough to be trusted. The story spreads better if it makes sense, so don’t over complicate things.

Emotion first, information second. Your customers are your best marketers, so give them the right talk triggers and stories to spread.

Will I see you at next year’s Youpreneur Summit?


For those conscious souls ready to step up and serve. Suitable for established or new coaches.