Guts, Grit & Great Business Podcast
August 25th, 2020
Get Known, Get Paid: Why a Powerful Bio Matters to Your Bottom Line
With Nancy Juetten, creator of the Bye-Bye Boring Bio Workbook, and word wizard for speakers, experts and authors who want to Get Known and Get Paid. Join us in this fabulous conversation with a word lover who serves others by helping them grab attention with headlines, sound bites, and well-written biographies so that they can turn their talent and expertise into engagements, publicity and a bigger bottom line.
Nancy shares with us how she has overcome numerous obstacles in her personal and business life, how she quickly turned an idea into a major business opportunity that has served thousands of entrepreneurs, (and saved her house), and what is coming next for her.
Join us in this fabulous and heart-warming conversation about entrepreneurship, grit, and what it takes to show up as who we want to be (including on stage).
>>> Subscribe to Guts, Grit & Great Business on Apple Podcasts
Biggest takeaways (or quotes) you don’t want to miss:
- Make the impact you are here to accomplish.
- “If you don’t like what comes up in a Google search, you have the chance to change your fate.”
- “There’s never any getting ‘there’, because the ‘there’ moves as we evolve.”
- “The bio opens the door to the something more.”
Check out these highlights:
5:08 “I knew I was supposed to use words to make a difference for others and to make others feel important.”
7:35 “I think a lot of us are overnight successes that took ten years to build.”
9:45 Why it’s always about the journey.
14:00 How a dare changed Nancy’s business journey.
19:00 What to do when you don’t have a response to “what do you do?”
22:30 People forget to be themselves.
24:50 “Hear me for my head. Trust me for my heart. Value me when I use both.”
27:00 “Who cares what your bio is if you don’t have anything to talk about that is relevant.”
29:30 “When we are only thinking about ourselves that’s when things don’t happen.”
31:20 Why it’s important for us to recognize there are so many ways for us to raise our voice and make an impact.
43:00 How you can pitch yourself and show up, even during covid.
49:50 “Make the impact you are here to accomplish.”
54:48 “Remember to put an emotional connection so people are leaning in and can’t wait to journey forward with you.”
How to get in touch with Nancy Juetten:
On social media:
FREE GIFTS FOR LISTENERS:
Download the preview of Bye-Bye Boring Bio 2020.
About Nancy Juetten, Bye-Bye Boring Bio Workbook Author. Since 2009 Nancy has upgraded bios for speakers, experts, and authors who once struggled to broadcast their brilliance on paper or online. She says a brilliant bio opens the door to something more … instead of a snore. The time to make yours memorable is now.
Learn more about Nancy here: https://byebyeboringbio2020.com
Imperfect Show Notes
We are happy to offer these imperfect show notes to make this podcast more accessible to those who are hearing impaired or those who prefer reading over listening. While we would love to offer more polished show notes, we are currently offering an automated transcription (which likely includes errors, but hopefully will still deliver great value), below.
GGGB Intro 00:00
Coming up today on Guts, Grit and Great Business.
Nancy Juetten 00:04
So behave and believe as if the most important opportunity is going to knock on your door tomorrow and show up to meet it like a pro at Hello, you will leapfrog over other less prepared, less worthy speakers and be the star that you always thought you could be and to be in the light that you need to be in to make the impact you’re here to accomplish.
GGGB Intro 00:27
The adventure of entrepreneurship and building a life and business you love, preferably at the same time is not for the faint of heart. That’s why Heather Pearce Campbell is bringing you a dose of guts, grit and great business stories that will inspire and motivate you to create what you want in your business and life. Welcome to the Guts, Grit and Great Business podcast where endurance is required. Now, here’s your host, The Legal Website Warrior®, Heather Pearce Campbell.
Heather Pearce Campbell 01:00
Welcome, Hello, I am Heather Pearce Campbell, the Legal Website Warrior. I’m an attorney and legal coach based here in Seattle, Washington. I am so excited to be bringing you another episode of guts, grit and great business and introducing you to my friend Nancy jetan. So Nancy and I go back a few years we’re both based in the Seattle area. I can’t even recall how we initially met was through one of I’m sure one of the groups that we both belong to.
Nancy Juetten 01:34
It might have been a Tracy clink cross event
Heather Pearce Campbell 01:37
It could have been I was also wondering if it was BAM business among moms.
Nancy Juetten 01:42
Maybe or it could have been that speaking event. The woman?
Heather Pearce Campbell 01:48
Yes. Erin lemon. Yes, the speaker Success Summit
Nancy Juetten 01:52
That’s it. I think that’s where it was because I was speaking at that event.
Heather Pearce Campbell 01:55
Yes, I was too. I think that’s it. Oh my gosh, I love connecting the dots. So that was in 2017. And we’ve crossed paths there and you’re just one of my favorite local people. Even though we haven’t been able to spend a ton of time together. You know, we both have had very interesting journeys these past few years. You’re always a bright light. And when I get to see you online and in groups that we share, I just really enjoy you as a person. And I’m so excited to have you on the show today. So for those listening, let me take a minute and introduce Nancy. Nancy is a marketing consultant, a virtual trainer and speaker and online marketer and information product creator and connector. And all around do gooder. I love this and I pulled this off of your LinkedIn profile Nancy, she is a dog lover Word Wizard which I know to be true. And a connector who leads with generosity first.
Heather Pearce Campbell 02:53
Since 2009, Nancy Juetten who is the Bye Bye Boring Bio workbook author has upgraded bios for speakers, experts and authors who once struggled to broadcast their brilliance on paper or online. She says a brilliant bio opens the door to something more instead of us nor the time to make yours memorable is now. So Nancy, I mean, if people can’t get what you do, even from that short introduction, you know, they’re they’re really missing the point you are brilliant with words and I love like even the alliteration that’s happening there. I love it. Talk to me about how you got started. How did you get going down the path of working with words and becoming a wordsmith and really focusing on that as your calling?
Nancy Juetten 03:46
Well, you know, it really did start when I was nine years old. And here’s what happened. I lived in Southern California. It was July, it was hot as blazes outside. My dad was an actor in Hollywood. And we watched a lot of television. And I remember seeing this owl talking about how many licks it takes to get to the center of a Tootsie Pop. And one Saturday, I sat on the porch, and I figured it out. And I wrote a letter to the president of the Tootsie Pop corporation with a Purple Crayon, and told him that I knew how many licks it takes. And what do you think about that? And I licked the stamp and sent it off with this sense of great expectation. And you know what, a few weeks later, I got this gilded certificate in the mail. And it said, very few people know how many licks it takes to get to the center of a Tootsie Pop. And this certificate belongs to one of the few who do and here’s why that was important to me, is because I grew up in the shadow of a star. I always felt very invisible and unimportant in my family. And when I got a letter from the president of a major corporate acknowledging me, because I wrote a letter to acknowledge him. I knew that I was supposed to use words to make a difference for others and to make others feel important. And I’ve been doing that my whole life.
Heather Pearce Campbell 05:13
Wow. So you said that that happened when you were nine?
Nancy Juetten 05:17
Mm hmm. And then in high school, I was the editor of the high school newspaper, and I was always sniffing out a story. And I became incredibly talented at writing headlines. And speaking in sound bites, and what do you know, I grew up in the shadow of an actor. And so it was just sort of a natural progression, that I should become a publicist, standing behind powerful people, making them look big in the spotlight. And then there was a funny thing that happened. And I started to have publicity envy, for all of the big name clients that I was promoting. And I started to think, if I’m able to make them look so big in the media, and for them to get all these awards, and all these accolades, and to get new opportunities and to bring about the rewards that are coming toward them and ever increasing amounts. What if I turned my own expertise on my own talents, so that I could have those rewards, too, because at that time, while I had all these bank CEOs and president of chocolate companies and presidents of Ha’s hot tub companies, and people from David Bromstad and burn hips were my clients, these were really big name people. I did a Google search for my name. And you know what came up? I ran 10k races really slowly. And I didn’t like that. So I thought, You know what, I better turn my own machine on my own. If you don’t like what comes back in a Google search, you do have the power to change your fate, and change your story. And I started stepping in front of the microphone and speaking up and sharing my message of getting known and getting paid. And all of a sudden I became this thing.
Heather Pearce Campbell 07:09
I love that well, in first of all, I just want to say that I’m impressed that your name came up along with 10k races, period. I know I’m not out there running 10k races, even slowly.
Nancy Juetten 07:22
Well, I think this low part was the part that I mean, even that’s sort of a metaphor for my life, because I was running 10k races really slowly. And I think a lot of us are overnight successes that took 10 years to build.
Heather Pearce Campbell 07:38
15 or 20. Right.
Nancy Juetten 07:40
And that happens. You know, you think for some people there, you look at their Facebook feed, and you think that it happened overnight. And that it doesn’t happen that way for all of us. And I’ve been at this a long time. And so the fact that I was a long distance runner, and I handled it step by step, here, I am still today making things happen. And and given some of the things I’ve had to contend with, I feel that that’s an accomplishment just on its own.
Heather Pearce Campbell 08:08
Oh, well, absolutely. I mean, I actually have goosebumps, even just the simplicity of that story. But it’s correlation to the title of this podcast, right? Guts, Grit and Great Business. And so much of, you know, the conversations that I enjoy, and that I want to share with people is what you say like, it’s not a it’s not a sprint, it’s a marathon. And whether it’s business, the path of entrepreneurship, or anything else in life that’s really worth going after results are probably not going to happen in two minutes or two years. You know, it’s a it’s a longer term commitment than that. And for me, that’s, that’s part of the challenge. And part of the joy of being on this path is being able to also look back at five years ago, or 10 years ago and say, Look how far I’ve come. Right? Yes. Did you want to go?
Nancy Juetten 09:04
Yes, I think that was so much emphasis on creating results in our business, we can easily escape. Notice the journey that we’ve traveled, and the blessings that have come our way that sometimes don’t come our way in the same shape or form that we were envisioning. Sometimes it’s something better that we couldn’t have imagined. And sometimes it’s something worse. But either way, it’s fall down, seven, get a bait, keep on fighting. I think that’s what separates those who succeed and those who do not.
Heather Pearce Campbell 09:39
Well, that’s right. And I think, you know, it’s, it’s unfortunate, but people can buy into the mirage that, you know, it’s all about getting there. It’s all about like, what happens once you’re there and the reality is it’s always about the journey. Right? There’s never any getting there because the there moves as we evolve?
Nancy Juetten 10:00
Oh gosh. Yeah, I couldn’t agree more, I cannot agree more. And who we are showing up to be every step of the way. I think that if of all the things that I’ve learned and goodness gracious running an online business, and creating books and training programs and mentoring people, all the things that we do, there’s there’s that things, those things that we do, but it’s who we become and how we show up without apology, in our own brilliant flavor, and getting comfortable and confident about what that is. I think that’s been a big part of what the journey has been for me, because I, I, you know, I was, I’ve listened to your podcasts, I know, you’re a bit of an overachiever, and you’ve accomplished amazing things. And sometimes you kind of drink the Kool Aid and you think, Gosh, I’ve got to be perfect, I’ve got to have it just right, I’ve got to be sitting in the front row, I’ve got it, whatever, whatever it is, and, you know, if we could just be a little kinder to each other.
Heather Pearce Campbell 11:01
Maybe, no, it’s the truth, kinder to each other, and kinder to ourselves? Well, and I know you, you have, I mean, first of all, you’ve got really strong roots, like looking at where you are now and where you’ve been. I mean, you’ve really developed and honed a set of skills that serve you well, that really serve your clients. I want to backtrack, because, you know, in part talking about, you know, current context and where we’re at now, right. So, I mean, for people that are listening, obviously, we’re in the middle of COVID. That’s been a crisis for a lot of people, including some of the entrepreneurs that I serve. I mean, some are doing fine. And some have had growth during this period, and some have not right. So it’s not the story for everybody. But it certainly is the story for some. This is not your first period of crisis, right? You’ve been in business long enough. Talk to us, let’s go back to like the very first significant downturn that you faced that impacted your work and your path and share with us how, how you’ve made it through?
Nancy Juetten 12:08
Well remember the great recession of 2008?
Heather Pearce Campbell 12:12
I do. Yes.
Nancy Juetten 12:14
That was my first experience navigating a major economic shift. And what happened at that time is I had owned a boutique public relations agency, and I was serving these banks and chocolate companies and leading organizations in the Seattle area and loving it. But public relations, right at that time, social media was taking on a life of its own. The recession was causing people to pull in on their contracts and hold on for dear life to save themselves. And citizen journalism and putting the power in the hands of every people, everyone out there, they had a whole lot more power to tell their story than they ever had before. So the bottom line is my PR firm really fell apart, like almost within a weekend. And what was particularly difficult about that is that we had lived in the same neighborhood for 20 years, we moved up the hill to the dream home, we couldn’t sell the home that we had. And my greatest fear was that weeks after we moved in, we were going to have to sell the house because we couldn’t pay the mortgage. And I think it was that fear of embarrassment in my own community that caused me to find an entirely new gear. And this is where the grit comes in. Because my friend Kathy Nelson, I was confiding in her that we were in a really tough situation. And I wasn’t sure how we were going to pull a rabbit out of the hat because we didn’t have rich relatives. And we didn’t have the kind of savings that were required to carry that kind of load. And my income was important in our family. And so she said, Well, you’re so good at writing bios and seeing people and finding their brilliance and giving them the words to help describe what they do and who they do it for. I dare you to write a book on how to do that. And I said, Are you daring me? She says I am daring you. And I just sort of took it in and I thought I don’t have anything better to do.
Nancy Juetten 14:21
So in three weeks, I took everything I knew about writing bios and speaker sheets and media, one sheets and everything else there was to know about showing up like a start Hello. And I wrote this workbook. And I led this workshop in Portland, Oregon, at her invitation and everyone in the room was comatose like they were all in the same situation. Yeah, publicity is nice, but I need clients. And so what I had done is i i created a spiral bound workbook. I even have one right here. Let me show you spiral bound will notebook And I said draft across the front cover, because it wasn’t perfect yet. And I said, Listen, folks, if the PR thing isn’t exciting you what if I teach you how to write a bio that stops traffic, so you can attract clients to your site hustle, your consulting business or your practice? So you can get clients right now, would that be interesting to you? And they said, Yes. And I said, Okay, let me teach you. And then I brought out this workbook, and I gave them a copy. And I said, Here’s my promise, here’s my ask of you, take home, this workbook, use it, like it really counts. And make some magic in your business. And then let me know how it served you. And I want to hear from you in 10 days what magic happened because of it. And everyone to a person wrote back to me in 10 days and said, I got a client, I got a speaking gig, I got a media interview, that was the best part of the workshop. And I thought, okay, I guess I’m onto something. So a couple of them found a few typographical errors. And so I took the opportunity to fix a couple little typos. And then this is really what happened. This is grip and guts, if you will, I think at the time, I had 1085 names on my, my newsletter list. And I wrote a newsletter and said, Are you suffering because you can’t describe what you do, who you do it for and why it matters. So you can get clients?
Nancy Juetten 16:27
Now, I’ve written a book to solve that problem. Why don’t you go buy it. And then I went out and walk the dog. And when I came back, I couldn’t believe my eyes. I was looking at my screen, you have an order, you have an order, you have an order, you have an order, it went for screens, and screens and screens, and I only had 1085 people on my list. So I call my husband over and I say, you’ve got to see this. He says, What am I looking at? And I said, it’s money in the shopping cart. He says, How much is it? And I said, it’s enough to pay the mortgage. And he said, Oh, my gosh, whatever you did, could you please do it again? And that was that. So
Heather Pearce Campbell 17:14
Wow. So for people who are listening, because at the beginning of this little segment, Nancy held up the book, this is the birth of your Bye Bye Boring Bio, right?
Nancy Juetten 17:25
Yes, absolutely awesome. And that book saved my bacon at the precise time that I needed to bring it home. And I started teaching workshops about how to make your bio better, and I started doing keynotes about transforming your boring bio, from wallpaper to wow. And I started like one thing led to another and all of a sudden, I was that gal that taught that content. And I built a whole business around saying bye bye to your boring bio, saying hello to opportunities so that you can get known to get paid. So that’s how I became to get known to get paid mentor. And it was just like an accidental thing that turned into a huge blessing for me and a huge blessing to the people that I got to work with.
Heather Pearce Campbell 18:10
Well, and I there’s several parts about that, that I love. And I want to revisit a couple of things. But first, I mean, I still have one of my recent episodes in mind where I talk about intuition and the invisible hand, like your friend today, today, but your friend who showed up and said, I dare you to do this, right. She’s somebody that knew you. She knew your talents, she knew your strengths, she knew that you could make good like, in my mind, like that was the invisible hand saying here, Nancy, you’ve got an opportunity. And in that moment, you trusted your intuition to say yes, and to go with it, and to turn around and actually turn it into something. And like, anyways, just the timing of that and the way that it served you I just love that so much as an example of the way that opportunities show up in our life. And then I want to touch back on the pain point of anybody who’s ever been asked what they do, and they don’t have a clear, concise, powerful response. I feel like that’s been all of us at one point or another. Right and the importance of getting that down and creating something that’s in alignment with the way that you want to deliver your message and position yourself correctly so that not only can people you know, experience you in that moment, but they get some insights into your work or the transformation that you create for others right and that can be a really hard thing to get down by ourselves right to figure it out ourselves we often don’t see the way that we should be presenting. So talk to us a little bit about that process and how you walk people from you know confusion and a horrible introduction into right the the other side have that picture, the really clear, powerful presentation of who they are and what they do?
Nancy Juetten 20:05
Well, I do have a five step process that I can walk us through. But there’s one more piece that I don’t articulate in the process, it’s probably the most important piece of it. And we’ve all been to New networking events where somebody is looking at an index card, or a note paper, and they’re just trying to say it and get it right. And when you see somebody struggling like that, you know that they haven’t figured it out, but who they are being in that moment how they are showing up. It’s revealing, but not necessarily in a brilliant way. If people could just relax a little bit and speak more conversationally about what they’re excited about in their business, or what’s special and different about what they do, instead of being hooked into some particular turn of phrase. mean, when I see someone go, I am the so and so that does this set or the other, I immediately say this person isn’t ready for my work, I don’t feel confident signing up with this person, because they’re still trying to dial in their message. And if they can’t dial in their message, then what else can they do? You know what? You know what I mean? So like, if you could just be who you are, look people right in the eye, practice your confidence, practice paying attention to other people and being a good listener. Like, then you’re going to be more in the moment to actually create a connection that can lead to a conversation.
Heather Pearce Campbell 21:41
Yes, I love that example, though, of somebody you know. And we’ve all experienced this connecting with somebody asking them what they do, and having those awkward moments either around somebody, you know, not being able to clearly say it or having it be something that feels like rote memorization, or reading off of a card. Where do you think that comes from? Is that I mean, I have some ideas where I think, I think we put a lot of pressure on ourselves, and we hear like, you’ve got seven seconds to make an impression or whatever. And maybe it’s really too. I don’t know, but I think people feel a lot of pressure to get it right. And if they don’t feel like they’re good with words, or, you know, they’re not marketing experts. It’s, I think it’s just a really tough stumbling block for a lot of people. And I think different things play into it. But what’s your thought around why people get stuck there?
Nancy Juetten 22:34
Well, one answer I would suggest is that people are over templated. And they forgot to forget to be themselves.
Heather Pearce Campbell 22:42
And I agree, and I think so much of it is you get bad advice out there. Right? You get bad advice about having some canned, perfected, like overly perfect response. And you feel like you do have to memorize it.
Nancy Juetten 22:56
Well, and you know, what did people remember? And just in the few minutes that we’ve been talking today, I would imagine that people who have heard this conversation in the short term that we’ve been speaking are going to say, Hey, I remember this gal she was talking to who knew how many licks it takes to get to the center of a Tootsie Pop. And now she’s, she was made to feel important for the first time. And now she makes other people feel important with the words that they choose to say who they are. There’s something about that story that I love. And that’s really memorable, that speaks to who I really am and what I really care about. There’s something emotional about it. And I think that to the extent that you can find some kind of a spark, or a big why around what you do that you can share, unabashedly and unapologetically, people will be drawn to that reason that you are drawn to do this work. And that will be magnetic for them to want to work with you to accomplish that together. But when you take emotion out of it, and it just sounds like I work with authors, speakers, and coaches who want to get known to get paid and want it to happen fast, it just sort of falls on deaf ears. It just sounds so formulaic again. And if you were standing end to end with 10 people saying the same thing. I’m an accountant, and I help small business owners do the math so that they can save for the future, like whatever. Like you’re not going to remember that it sounds like blah, blah, blah.
Nancy Juetten 24:28
So if I had one piece of advice, it’s to find a way to say something somehow makes an emotional connection with the people that you’re here to help or tell us a story that they will remember or even a turn of phrase like my husband is a certified financial planner professional. And on his bio it says people hire me for my head, trust me for my heart and value me most when I use both and just having a a sentence like that, like, wow, there’s a guy that has a heart of gold, who is letting me know it. So if you have a turn of phrase or a philosophy that you could sum up, some people have said that I’m all the help and none of the hype. And I think that’s great, because then you’re thinking, I’m attracted to someone who’s all of the help and none of the hype. That’s just what I’m looking for. It’s a whole lot better than saying, I work with XYZ to accomplish this big result within this timeframe. It just makes it more authentic and genuine. And there can be a real connection made that could turn into cash. And that’s really what a lot of people want is, am I creating a bridge of trust with the right people, so that I surround myself and link arms with those who can take me where I want to go?
Heather Pearce Campbell 25:58
Well, I love that. And it sounds like so much of what you help people do is tap into the creative part of themselves to think about the way that they introduce themselves or talk about themselves. That stands out, especially using storytelling or something that creates meaning and emotion. And I think that that can probably feel really challenging for people to do in the short period of time it takes to introduce yourself.
Nancy Juetten 26:27
True. And in this age of virtual speaking, which we find ourselves because of the COVID-19 situation, we all have the opportunity to speak up and share a whole lot more than we ever thought possible. Because of podcasts like yours. There are 1000s and 1000s of podcasts where there are opportunities to share who we are and what we do and what we’re all about. But if you don’t make a smart approach to that podcast host to suggest something that you can talk about that’s aligned with the theme of their podcast, that’s going to add value to the program. mean, who cares what your bio is, if you don’t have anything to talk about that’s relevant and congruent to guts, grit and good business. Right? That’s right. So someone who is going to be approaching you I mean, imagine you have a podcast, people are excited about the possibility of talking about themselves on your podcast, when they say, Dear podcast host, please bring me to your program. What’s your reaction?
Heather Pearce Campbell 27:34
Yes. Will you generally I want to know more about them, right? Why are they relevant? What’s in it for my audience, right?
Nancy Juetten 27:42
So juxtapose that with Heather, I’ve listened to three of your podcasts. And I was particularly moved by the one about the the hand, the invisible hand, the invisible hand, and the power of intuition. And I was also particularly moved by the story you told about whatever it was like something specific. That’s right. And because your show because you’ve demonstrated grit, guts and good business, I have a story that I think would be a great, a great fit to add to that conversation. And here it is, in a nutshell. You know, metaphysis said that I’ve listened, I’m impressed. I feel like we should have a conversation and I have a brilliant idea of how it could be a fit. That’s so much different than dear host, I want to schlep my book on your podcast.
Heather Pearce Campbell 28:37
Very different. You feel Yeah, the way and I know you teach people this how to connect and use their message in a way that serves both people right serves the relationship serves also their goals.
Nancy Juetten 28:51
Well, and since you brought that up, I mean, everything is a relationship, everything is a connection. One plus one should equal three to five when you do it, right, in a conversation like this. So pearls of wisdom should be dropping in ever increasing amounts so that the audience is enriched by having had the opportunity to participate. And I think if to the extent we can take the eyes off of ourselves and put our eyes on the bigger mission of the show and what the host is trying to accomplish, everything that we want to accomplish will naturally unfold. But when we’re only thinking about ourselves, that’s when things don’t happen.
Heather Pearce Campbell 29:37
Well, I love that and even thinking about what you just said, one plus one should equal three or five, right when we connect the right way and have the right conversations. I mean, what you do is really, when you boil it down is really in support of connection. That’s Yes, it’s really in supportive connection so that you can get to The three and the five out of one plus one.
Nancy Juetten 30:02
Because if, if we bore them at Hello, there’s nowhere else to go. If we bore them at Hello, there’s nowhere else to go.
Heather Pearce Campbell 30:13
Oh my gosh. Like, first of all, yes. And I’m cringing. Like, there’s a, there’s a story that sticks out in my mind about that. It was actually in the context of a first date. Right? I made the mistake of asking this person what he does, and he was a perfectly nice person, not a weird guy, like, you know, glad to have met him. And yet after I don’t even know how long 20 minutes, right of him going on and on about software development or something. I mean, there was nothing interesting in that, like, I had to excuse myself to the restroom just to get a break. Because I was like, Oh, my gosh, is this gonna be? But But I say I share that story, not because he’s a terrible guy. But I’m sure he was nervous. I asked him a question, right. And it just like all the beans came out. People do that in the context of networking as well, right? On and on and on. And it’s just, it can just be like a cringe worthy experience. And it’s not what any of us want to do.
Nancy Juetten 31:19
So recognizing that there’s so many opportunities for us to raise our voice and make our impact and create relationship. Even in this virtual world, we find ourselves you know, once you find a way to talk about yourself in a way that opens the door, put more of your attention on how you can amplify what you have to share and the stories that you can tell. So that people will remember what they heard, and be called to take the next logical step if they felt intoxicated by meeting that that person. And I think that we all want to create a jewel box of amazing people in our lives that we can refer business to and that we can do business with, that we can rise up together. So look at it from that standpoint. And you know, the bio opens the door to the something more and if you want to be speaking virtually, if you want to be on podcasts, if you want to be on television news, if you want to have your perspective shared in influential blogs, it’s your big ideas. Yes, but it’s how you make the approach that will make the biggest difference.
Heather Pearce Campbell 32:28
Well, I love that so much. Because I agree that you know, at the start, we either get doors to open or we get doors to close, right. And hopefully we’re not trying to get doors to close. I mean, yes, you want people to be a clear yes or clear, no, like in response to your messaging, your communication, et cetera. But mostly for those of us that are connectors that are business builders, like, we want those doors to open, we want that connection and that relationship building and when people get it wrong, and I had shared this experience not too long ago, but I had a networking experience that went totally awry, I got invited by this woman we met at a networking event saying, let’s schedule a virtual coffee, right. And like literally one minute into the virtual coffee, she’s asking me to go to my computer screen and turn, you know, plug in a web domain and basically started a sales presentation. And it was it was such an off putting thing like I didn’t know her. I didn’t know anything about her. She didn’t know anything about me. And that’s how she was starting that conversation. Right. So that was definitely a closed door. And she ended up reaching out some time later. And I was like, sorry, not interested. Like it was, you know, and that’s what we don’t want to inadvertently do. But I know that you Your journey has been so much more than even this part that we’re talking about. You’re brilliant in this area, and many others. Talk to us about some of the other ways that you have used your phenomenal life experience to serve those that you’ve worked with. Like I know, you did something in recent years where you had, I think, some tough personal experiences. And you turn that around as a way to serve people through that. Do you want to share on that?
Nancy Juetten 34:11
Sure. You know, Jeffrey Van Dyke is a strategic coach that I met a number of years ago, and he said, out of your deepest wound in life calls forth your greatest gift to share. And the first time I heard it, like it hit me squarely between the eyes, because my whole work around bios and getting people seen and heard came from a wound of never feeling seen and heard my own family. And so knowing what that feels like, I know what it is to give that gift to other people. So it’s more than just being seen and heard. It’s it’s being made to feel important and to be given wings to fly and waster beyond your expectations. And that’s really personal work that I love to do. That makes it lasting, profound difference of people. So about two years ago, you know, here I am cruising along with this very successful business and life started hitting the fan for me in a whole bunch of ways that really derailed me and a lot of it really derailed me. A couple of things. I’m away 3000 miles away speaking at a conference, I find out that our home has been burglarized everything of value has been stolen. And oh, by the way, the cars that were in the garage are no longer there as well.
Heather Pearce Campbell 35:32
Nancy Juetten 35:34
Three women in my life, death, disability and divorce unexpected, had their lives completely undone. In minutes. There was a challenge around some misuse of my intellectual property that brought me into some kind of a conflict that was expensive and mind bending to address. I know you’re a lawyer, so you appreciate that. My husband had a mini stroke in December of last year, and I spent 32 hours at his bedside in the intensive care unit wondering if I was going to be lucky enough to bring him home. My mom was diagnosed with dementia. She died two weeks ago. And now we have COVID-19.
Heather Pearce Campbell 36:17
Yeah, you’ve been through the wringer. That’s all been in the last few years.
Nancy Juetten 36:20
Yes. And it’s derailing. And, and for a while there, I just sort of checked into pity party hotel and had myself a good long crocodile tear kind of cry and felt just not capable of shaking it off. Because that was just a lot, a lot was a lot. And I go back to Jeffrey Van dykes, quote out of our deepest wound in life calls forth our greatest gift to share. So what did I do? My married to a financial advisor, because of these three ladies in my life, who whose lives were up ended. I said, if you’re hit by a truck tomorrow, and I have to run this enterprise, that’s our life. I’m not sure I know where everything is so that I can do it. What I really want for Christmas is a system and a roadmap so that I can manage our entire life without having to ask for permission or be a desperate housewife. And we looked online to see if we could find something optimistic and playful that would help us get this mission accomplished. And everything we found was somber, and do like learning. And so being creative, and talented. As a team. We created the life goes on roadmap system for personal financial information organization. And we licensed it to a dozen or more financial advisors, we’ve sold it to hundreds and hundreds of families across the country. And now a leading bank in America is in the final stages of approving it for use with 140 branches and all their clients across America.
Heather Pearce Campbell 38:05
Nancy, I did not know that. Congratulations. Thank you. That’s phenomenal.
Nancy Juetten 38:13
But I gotta tell you, I mean, here we are in COVID-19. Right. And let’s I don’t mean to be smiling. But there’s there’s lives that have been lost every single day. And you would think that the whole world would be waking up to the importance of getting your act together before something sudden or random could stop you. But this kind of a product is it’s got a very narrow window in terms of who’s willing to to address that. People are more interested in fashionable masks, and large quantities of toilet paper they can stock up on and jars and jars of hand sanitizer. These are the kinds of things that people want to spend their money on. But when it comes time to actually using your shelter in place time to organize your life. It’s been surprisingly sobering how few people are actually doing that.
Heather Pearce Campbell 39:10
You know what’s so interesting about that. And I mean, you and I, especially in regards to that offering that you created, we live in similar worlds, right? Because basically, as a legal service provider, I sell peace of mind, I sell risk reduction, right? It’s not a perfect picture. I can’t eliminate all risk. But one of my big roles is to help people eliminate risk in their business. And I have this conversation with a gentleman who is also a financial planner, you know, he’s in the financial services world and we talked about what, what is the primary thing that leads people to his door leads people to his services and genuinely said, crisis. It is somebody losing a best friend their age that also has young children. It’s somebody losing A parent or having something happen to their husband like, it is one of these big life events that finally forces people to look and go like, Oh my gosh, I better figure it out right now, or it is going to be too late. And that’s really..
Nancy Juetten 40:16
It’s these triggering events. And here’s it as a marketer, this is the thing that’s been interesting these last two years, is that, you know, helping people with their bios in their speaker sheets and getting known and getting paid. That’s very positive and very empowering. The results of these activities is usually money in your shopping cart, or in your, wherever it is, you gather your cash, and these things that people that there’s no doubt that people want. So it’s easy to sell. And people are always excited about it. But because I’ve been touched by these life events, I felt very called to create something world class, and I absolutely did. But selling something in this space is very humbling to my confidence, because it’s people acknowledge that it’s important, but it doesn’t ever take the level of priority that I think that it should. And, and so that’s just been a really interesting thing. So putting two years of my life into moving this forward, and having this big deal on the cusp of closing, I am very excited about that. But I’m just okay with letting the business come to me with regard to that particular business, because I’ve had enough of the somber conversation. Yeah. And I don’t want to live in the mess that I’ve endured, I want to move on. And so grit and guts and getting it done. One of the things I would say is that it it’s it takes some courage, and it takes I don’t know the word I’m looking for, you know, I’m really good at words, but it’s like, I was so attached to succeeding with that, that coming to a place of letting it just be. It took me a long time, a long time. I mean, it was April 1 or may 1 of this year, and I said, Okay, I’m not going to continue to push that rock up the hill. And so when COVID-19 happened, obviously, the whole world is mourning what has happened because of COVID-19. And I thought back to 2008, when the economy fell apart, I created a solution to an urgent problem that people were happy to invest into to get the benefit. And I asked myself, What could I do with Bye Bye Boring Bio for 2000, that would be the same or even better outcome. And so I rewrote Bye Bye Boring Bio workbook for 2020, to serve speakers, experts and authors who need to speak virtually to raise their voices and make their impact and get seen and heard on podcast broadcasts, zoom in ours, and other virtual platforms, so that they can pitch themselves confidently show up like winners, and share their message even while sheltering in place. And I believe that this new workbook can be a blessing to everyone who needs to raise their voice. And it can be a blessing to me too.
Heather Pearce Campbell 43:19
Well, there’s several things about that, that I love. One is how your story has come full circle, right? I mean, we look at where we are now. And I also see the way that you light up when you talk about that work. And I also personally know how powerful that is when somebody has their messaging, right? You know, when they’re able to introduce themselves in a way that lands that connects that helps to create that relationship. And you and I were also talking about you’re uploading the preview of this work that you’re talking about right now on to Amazon and having it just take off. So do you want to share for a minute about that?
Nancy Juetten 43:58
Well, thank you, you know, a lot of this online marketing is can I learn how to manage the technology so that I can make my way in the world, right. And I met someone at a live virtual event. And he said, You should upload the preview to your workbook to the Amazon Kindle store. I think you just might find an audience there. And I thought, How do I do that? So I use Google how to upload an item to the you know, the Kindle store, and I follow the direction step by step. And I give myself a gold star because by the end of this short period of time, I had done it I thought good for me. I learned something new today. And then the next morning I just for fun checked the rankings to see how well the preview for Bye Bye Boring Bio 2020 was performing on Amazon and without any effort on my part. It was already starting to build an audience in certain categories. So building on your intuitive hit idea, I had this intuitive hit that I was supposed to give this workbook, preview some love. So just yesterday, I sent out a press release across a wire service to alert the world to some tips and suggestions to make the most of showing up on podcasts and broadcasts like a rock star. I sent a newsletter to my subscriber list and I did a little social media. And yesterday, the preview for Bye Bye Boring Bio 2020 went number one on Amazon in four different categories. And it took on a life of its own. And I am just so happy because we can all learn to do new things. And if you have a feeling that what you have to offer is well timed for what the marketplace needs right now to solve an urgent problem, then just get going with it and see what happens. And then when you get the outcome that you were hoping for, which was beyond my expectations, like Be sure to say thank you. And I’ve been saying thank you a lot on social media, because this is just the thing before the thing. The preview is 26 pages of a quick read that gives you magic so you can show up virtually as the best that you can be and let those doors swing wide open. But the workbook that Dave used in September is 129 pages of well 11 videos, two audios of so many wonderful things that can such rich training to help you really be confident in everything you do. I just have a feeling it’s just gonna take me on a whole new path to serve and prosper and feel really great about my contribution. And I’m very excited about it.
Heather Pearce Campbell 46:44
Well, I think it’s amazing. I mean, it’s it’s been really fun for me to reconnect with you. But also to hear that the market is poised again, for what you have in a significant way. I mean, your your work trending on its own on Amazon is I think a sign of that. And the fact that it you know, went to number one in 44 categories is amazing. I love it. And one of the things I love is that for folks that are listening you one of Nancy’s gifts for you today is the gift of access to the preview of Bye Bye Boring Bio. And so make sure that you check out the show notes because you’ll definitely not want to miss this i Nancy years ago when you and I first met I went through. And I don’t know if it was a quick like download version of like how you create a speaker, one sheet or something from your website. But I remember just being like, This is amazing. Everybody needs this. And so if you’re listening, make sure that you check out the show notes today. You can find them at legalwebsitewarrior.com/podcast. I think the time is definitely right for this, Nancy. The other thing I love about your stories is that you take action, you hear something either from a friend or a mentor or something, obviously you run it past your intuition, but then you immediately take action. And I think that is such a powerful reminder and message for people listening that we can only measure results once we take action. And oftentimes, it’s really easy to get stuck in the game of like, should I or shouldn’t I which path do I go and we just need to choose. We need to trust our judgment and our instincts and choose and take fast action so that we very quickly can decide if that’s the right path. So I love that about you because that that message has come out loud and clear in some of the stories that you’ve shared today.
Nancy Juetten 48:38
Thank you. You know, there’s one thing I want to say that has been really powerful for me. And I think it’s a great suggestion for everyone who’s just wondering what should they do? Or what could they do? What if you behaved and believed as if the most important media outlet in the world was calling you tomorrow? If you could anticipate that phone call and have your media when sheet ready, and your short bio, and the five questions, you most likely be asked on a podcast, your headshot and the cover of your book if you had all those things ready to share at a moment’s notice. And you were able to say thank you National Public Radio for the invitation to be on your program. By the time the phone hits the cradle. I’ll have all these things for you. What more can I do to make this a great show for you? And for everyone who’s listening? This actually happened to me, the producer said, Will you please teach the world to do what you just did. So behave and believe as if the most important opportunity is going to knock on your door tomorrow and show up to meet it like a pro at hello. You will leapfrog over other less prepared less worthy speakers and be the star that you always thought you could be and to be in the light that you need to be in to make the impact you’re here to accomplish.
Heather Pearce Campbell 50:01
Well, the thing I love about that is that people often have this idea that people are at the top of their game, like somehow get lucky, right? That there’s something else at play that they’re either like a natural talent or they get lucky. And I always go back to that quote about luck is when opportunity meets preparedness, right, and you’re talking about the preparedness portion of that equation. Right opportunity will show up when we’re prepared.
Nancy Juetten 50:31
Will Russell Wilson of the Seattle Seahawks, who won the Super Bowl once at least, he said that the separation was in the preparation. And there’s one more piece about this, this really important. If you’ve been through any downturns or difficult circumstances or things that knocked you down, your mindset, sometimes can go to scarcity and lack and I’m not good enough. And I’m an imposter. I’m too thin too fat to this to that, like, work on what’s going on between your ears all the time, so that you can lean in and have a positive expectation that something brilliant really will and is intended to happen. Because when you think about often manifests, and why not think don’t argue for your limitations. Richard Bach would say, you know, argue for your upside, and do everything you can to welcome that and be prepared for when it happens.
Heather Pearce Campbell 51:33
Absolutely. Don’t argue for your limitations. Well, and also your your last point to me just reinforces, you know, my belief, in my experience that the path of entrepreneurship or building a business is very, very intertwined with the path of self development and growth, right. So this concept of, you know, being in charge of what happens between the ears, and it impacts us in every area of life. One final question for you. And you might have already answered this, but I’m going to ask it anyways. Because of the times we’re in, what are some considerations folks should be making right now to make sure that their messages are current, and on the money to serve in today’s challenging times?
Nancy Juetten 52:20
Well, if the last time you looked at your bio was when your website went live 10 years ago, let this podcast be your wake up call to look at it with fresh eyes, as if for the first time and ask yourself what has changed, and what needs to change as soon as possible to showcase who you serve? Why it matters, what results you’re going to bring about for those folks, and why you are the one that they want a bio or speaker sheet or a media one sheet. These are not just real estate that you fill with Greek letters. This is real estate, you feel with a real message that’s meant to resonate with the people, you’re here to help. If it’s been too long, it’s time to take a fresh look. And that would be my advice.
Heather Pearce Campbell 53:14
No, I love that. And I think it’s really easy to let certain things and the online space in our business get stale. So I think that that’s a perfect message is it’s time to revisit. Where are we? How are we showing up? Is that messaging consistent with what our experience has been to date and what we really care about people knowing.
Nancy Juetten 53:34
And make sure your photo matches what you see in the mirror. Because if it’s been a few years, hairstyles change, time marches on, if you’re gonna figure what you look like, what else might you be fibbing about, right?
Heather Pearce Campbell 53:48
Yes, there’s a lot of truth in that. It’s funny, because as a former photographer, I’m always on people about updating their images. And what do I need to do? update my image, right? And I’m going through actually a website upgrade right now. But images are going to be a key part of that. And I’m like, how am I going to do this in COVID? I’ve got to figure it out.
Nancy Juetten 54:06
Oh, I have a referral for you. Because there’s there’s a photographer that’s actually creating brand imagery, virtually. It’s a fantastic innovation in this time to think that there’s so many people creating amazing ways to serve and meet needs in today’s marketplace, that it’s an inspiration we can all rise up to meet their their great ideas.
Heather Pearce Campbell 54:32
I love that. I love that. Well, Nancy, I’m so grateful that we got to connect today. You’re brilliant. I love your heart. It’s so good to see you again. And I’m so excited to share your message with my audience. Any final thoughts for people before we sign off?
Nancy Juetten 54:48
Be the best you you can be and remember to put an emotional connection so people are leaning in and can’t wait to journey forward with you.
Heather Pearce Campbell 54:56
Oh, I love that. So good to see you. I hope we will reconnect again very soon. Thank you.
GGGB Outro 55:06
Thank you for joining us today on the Guts, Grit and Great Business podcast. We hope that we’ve added a little fuel to your tank, some coffee, tea or cup and pep in your step to keep you moving forward in your own great adventures. For key takeaways links to any resources mentioned in today’s show and more see the show notes which can be found at legalwebsitewarrior.com/podcast. Be sure to subscribe to the podcast and if you enjoy today’s conversation, please give us some stars and a review on Apple podcast, Spotify or wherever you get your podcast so others will find us to keep up the great work you are doing in the world and we’ll see you next week.