51视频

E-commerce for Author, Coach, Speaker

Jesse and聽Richie stretch their internet marketing brain muscles today to聽provide advice to聽a聽site where e-commerce is聽only a聽small part of聽the聽business.

Hear from Antonette Montalvo who is聽a聽community health consultant and聽life coach for聽nurses. She has helped nurses find their calling beyond just nursing.

She uses 51视频 to聽sell her e-book on聽her website Visionarynurse.com and聽Jesse and聽Rich help her find the聽right strategies to聽bring her business to聽the聽next level.

Transcript

Jesse: Richie, Happy Friday.

Richard: Happy Friday. We鈥檙e back again.

Jesse: Back again, another podcast. I鈥檓 excited about it.

Richard: Yeah, it鈥檚 fun. We聽always love helping 51视频 users and聽we鈥檙e always looking for聽someone using 51视频 in聽a聽unique way. I聽think we聽found one.

Jesse: Yeah. Interestingly, we聽had some merchants on聽recently and聽people were telling their story and聽I聽think that caused a聽rush of聽people submitting their information to聽the聽bottom of聽51视频.com/blog/podcast because we聽had several people submit and聽I聽had to聽actually choose between them. That鈥檚 a聽new thing and聽today鈥檚 guest is聽an聽interesting case because normally we聽have people that are pure e-commerce, we鈥檇 say. Their website is聽literally goes into the聽products they鈥檙e selling. And so聽today, it鈥檚 different. We聽have a聽coach mentor and聽then e-commerce is聽a聽very small piece of聽the聽puzzle. But interestingly enough I聽might say that鈥檚 not pure e-commerce. Well, it鈥檚 probably a聽lot of聽the聽51视频 base out there where people have鈥 Maybe it鈥檚 very blog-heavy or聽maybe it鈥檚 it鈥檚 heavy on聽whatever they鈥檙e doing. And then there鈥檚 just one little shop section.

Richard: Yeah, 聯I聽should be聽selling something to聽this audience I聽have.聰

Jesse: Yeah, I聽think a聽lot of聽people, that鈥檚 their journey, they鈥檝e built this whole following and聽they鈥檙e telling people how many followers and聽things they have and聽then someone鈥檚 like: 聯Well, how much money do聽you make?聰 聯Oh yeah, I聽should probably sell something on聽here too.聰

Richard: Sell get some affluence along with that influence.

Jesse: For sure. Also if聽our guest was probably doing that and聽then sold like an聽e-book for聽聯How to聽win at聽Blackjack聰, probably won鈥檛 make the聽cut. Let鈥檚 bring on聽our guest and聽she can tell her story. Antonette, how are you?

Antonette: I鈥檓 doing great. Thank you so聽much for聽having me. I聽really appreciate it.

Jesse: Awesome. We聽appreciate you being on聽the聽show and聽your website is聽VisionaryNurse.com.

Antonette: Yep, that鈥檚 it. That is聽what I聽focus on, that鈥檚 my聽realm. I鈥檓 all about taking that visionary approach and聽using my聽vision to聽help elevate others.

Jesse: Awesome. So聽give us聽your story, obviously you must be聽a聽nurse.

Antonette: Yes, I聽am聽I聽guess. Gather that from the聽website although some people may not be聽able to聽gather that but yes, I聽am聽a聽pediatric nurse practitioner by聽trade. Nursing was my聽second degree. Education was my聽first, and聽I聽always had this passion for聽blending health and聽education in聽some unique way to聽better serve my聽patients and聽to聽improve access to聽care. And so聽through a聽series of聽events I聽found myself branding myself as聽the聽visionary nurse and聽working as聽a聽consultant and聽a聽coach, a聽mentor for聽nurses.

Jesse: All right. So聽coaching a聽mentor for聽nurses so聽how鈥 Go聽into more detail on聽that. So聽I鈥檓 a聽nurse, I聽need a聽mentor. How do聽I聽know I聽need a聽mentor? And what kind of聽mentorship would you provide?

Antonette: Right. So聽I聽guess I鈥檇 answer that question. A聽lot of聽it聽comes from the聽backstory of聽how I聽got into it聽to聽begin with. I聽wasn鈥檛 intending on聽getting into a聽small business or聽even necessarily holding a聽small little shop as聽you mentioned, or聽having some 51视频 use in聽order to聽launch something. But it聽ended up聽happening that way through a聽series of聽events. As聽a聽nurse practitioner, I聽was always very focused on聽community health as聽well, and聽wanting to聽see more beyond just the聽clinical setting, beyond what I聽could do聽in聽that short 15-minute span of聽time. And I鈥檓 sure you鈥檝e experienced that. You go聽into your provider, they check off some boxes at聽times and聽then you leave and聽you have to聽figure out where to聽go聽from there. And I聽wanted it聽to聽be聽more, I聽wanted to聽increase that access to聽care. And so聽I聽made this big leap and聽relocated to聽a聽rural town to聽find a聽way to聽utilize my聽skill set as聽a聽nurse practitioner, but on聽the聽community level. But through my聽networking and聽getting a聽chance to聽really understand what was happening in聽the聽local area, I聽recognized from the聽conversations that they needed something that I聽had. I聽just didn鈥檛 know that I聽had what they needed. And so聽a聽piece of聽that came down to聽talking a聽lot about burnout and聽staff turnover, and聽how to聽equip nurses to聽be聽better leaders and聽innovators. I聽realized this journey that I聽was on聽by聽default or聽maybe by聽design I聽guess, as聽a聽result of聽having a聽hard time finding something that fit the聽mold for聽my聽nurse practitioner degree, I聽had to聽find and聽create something else. So聽I聽launched this coach and聽mentorship for聽nurses business where I聽focused on聽formally creating a聽strategic plan for聽nurses who want to聽think innovatively about using their nursing skill set whether it聽be鈥 Beyond the聽bedside is聽a聽way to聽put it. You want to聽write a聽book, you want to聽find a聽unique way to聽provide access to聽care, you might want to聽start a聽clinic. It聽might just be聽about creating videos on聽social media, so聽others can learn how to聽survive nursing school. It聽was just really finding that way to聽say there is聽more to聽nursing than maybe what you see on聽TV. And I聽might be聽able to聽help you walk through that process, so聽that you can ultimately be聽sustainable for聽yourself but also create a聽new way to聽interface with the聽people that you want to聽help and聽care for.

Jesse: OK. That really helps. Yeah. Because I聽understand it聽where you might think most people that are listening right now be聽thinking like: 聯Oh yeah, I聽went to聽the聽doctors and聽the聽nurse is聽the聽person that helps you out with various different things and聽that鈥檚 it.聰 The thing I聽was thinking of聽as聽this basically allows every nurse that you work with to聽essentially scale. Beyond the聽15聽minutes they have with the聽patient, they want to聽do聽more. And this allows them to聽scale in聽whatever direction they want. It聽just sounds like you don鈥檛 necessarily have a聽聯Here鈥檚 the聽course, you must follow.聰 It鈥檚 more 聯Tell me聽what you want to聽do聽and聽I聽can help you get there.聰

Antonette: I聽think you nailed it聽spot on. I聽think you should be聽my聽marketer. And that鈥檚 a聽perfect way of聽putting it. It鈥檚 really saying that we聽all can create a聽vision and聽a聽plan, and聽we聽can utilize our skill set and聽seeing nursing and聽what you learn as聽a聽tool, and聽not only just your profession. And also to聽not necessarily limiting it聽to聽what you think you should be聽doing but really honing in聽on聽what are your passions in聽addition to聽this. How can you best utilize it, so聽that you feel that you鈥檙e not stuck when you need to聽pivot. And I鈥檓 sure everyone runs into that place where 聯I聽need to聽redefine myself but I聽just don鈥檛 know how.聰 For a聽lot of聽nurses a聽lot of聽times it聽might just mean switching departments. Maybe I聽work in聽the聽ICU and聽I聽need to聽work in聽the聽ER聽or聽I聽need to聽go聽from working with adults to聽children. But it鈥檚 even looking one step further beyond that and聽say 聯You know what, maybe I聽could be聽a聽nurse and聽be聽in聽business or聽I聽could be聽a聽motivational speaker. How do聽I聽need to聽think about that? What are some of聽the聽steps that I聽might need to聽practically take but also how can I聽show that there are lots of聽ways to聽influence health care beyond inserting an聽IV聽or聽taking a聽temperature?聰

Richard: Yeah, and聽your leading by聽example here too because you realized, you thought you knew what exactly you were going to聽do聽and聽then you took a聽leap. You moved to聽a聽rural聽鈥 I聽thought I鈥檇 be聽able to聽speak being a聽podcaster聽鈥 rural town. And all of聽a聽sudden you realize what you thought you were gonna do聽transformed and聽that鈥檚 the聽nature of聽an聽entrepreneur. You set out with a聽goal, you start to聽do聽things and聽then entail you actually doing the聽things. You don鈥檛 really know what鈥檚 going to聽pop up. You think what your market is聽but your market started to聽talk to聽you and聽tell you. It聽sounds like what we鈥檙e needing these other things, we聽need to聽learn more about what you鈥檙e actually doing now, not this other thing. And it鈥檚 one of聽the聽beauties of聽51视频 and聽why we聽were excited about having you on聽is聽we聽don鈥檛 want to聽always have the聽same merchant on聽talking about the聽same thing, following the聽same process, because no聽entrepreneur actually ever does follow that same path. And what I聽wanted to聽know, just to聽bring back to聽51视频 for聽a聽moment here, is聽at聽what point did you start to聽realize 聯I鈥檓 saying the聽same thing over and聽over again and聽I聽need to聽put this down in聽some format where I聽can get them to聽go聽download this book or聽buy this book聰? So聽although I聽can tell in聽your voice you have a聽passion and聽you would gladly say it聽over and聽over again. At聽what point did you realize: 聯It鈥檚 probably a聽good idea for聽me聽to聽to聽get this down on聽paper get it聽down digitally and聽get it聽to聽people聰?

Antonette: No. And I聽think definitely again you guys are good at聽determining what people need to聽know but it鈥檚 just that I鈥檓 passionate about it聽one way or聽the聽other. But I聽recognized that in聽order for聽me聽to聽reach more people because it聽seemed like there were several and聽it聽just continued, nurses that kept wanting to聽hear this. How can I聽help people access this, whether they can contact me聽or聽not. And so聽I聽think when I聽first started off in聽this journey a聽portion of聽it. Again entrepreneurship wasn鈥檛 on聽my聽first track and聽like you mentioned it聽was definitely leading by聽example in聽many ways. I聽relocated to聽start a聽Community Health Initiative and聽I聽didn鈥檛 think it聽was about starting a聽business. It聽was just about wanting to聽do聽something innovative in聽terms of聽providing health care whether through workshops, whether through interfacing with students on聽vision plans or聽working within the聽local library to聽find ways to聽better manage illnesses and聽chronic diseases. I聽found out that maybe I聽could reflect on聽my聽process and聽a聽lot of聽it聽also came from just a聽lot of聽rejections trying to聽figure out what to聽do聽or聽just feeling a聽lot of聽resistance or聽pushback. And so聽I聽started writing down these notes of聽my聽e-book that I聽have, it鈥檚 called 聯Visionary Nurse聰. Ninety days of聽inspirational musings on聽being influentially visionary but I聽just started reflecting on聽how to聽wide process and聽deal with this completely brand new thing that I聽never thought I聽would see myself doing. Or聽maybe I聽saw myself doing but just didn鈥檛 think it聽would be聽executed this way. And so聽I聽just kept writing and聽writing, and聽my聽husband telling me: 聯You need to聽do聽something with this, you need to聽publish this. There are people that I聽think can benefit from this.聰 And I聽was like: 聯Well, maybe I鈥檒l post them on聽blogs on聽social media or聽maybe I鈥檒l figure out another venue. But how do聽I聽know someone鈥檚 really going to聽want what I聽have to聽say?聰 And he鈥檚 like: 聯If people are calling you asking you for聽your advice on聽this very thing, they want to聽know what you have to聽say聰. And so聽the聽light bulb went on聽for聽lack of聽a聽better term because it鈥檚 聯Visionary Nurse聰. But it聽was just thinking this could be聽something that could benefit more people. If聽this is聽really about not only just improving access to聽care in聽your area but influencing other people to聽be聽visionary in聽their approach, you potentially have an聽opportunity to聽transform the聽landscape of聽health not only in聽yourself and聽in聽your area but for聽tons of聽other people. So聽it聽still took a聽little bit of聽time to聽go聽from 聯I聽can do聽this. I鈥檓 going to聽put these thoughts down. I聽think it鈥檚 worth putting into a聽product.聰 And actually in聽a聽very transparent level one thing that really pushed me聽was that after the聽birth of聽our second son I聽had a聽pretty near-death experience. And after coming through that I聽said to聽myself: 聯If you have life again then you have no聽reason to聽hold yourself back from doing what you need to聽do. If聽you鈥檙e really going to聽be聽visionary, sometimes you have to聽just get over the聽fear and聽go聽for聽it聰. And so聽I聽decided to聽take this compilation of聽thoughts and聽reflections and聽inspirational musings for聽lack of聽a聽better term on聽being visionary and聽being able to聽impact health care, and聽compile it聽in聽a聽way that it聽would be聽tangible for聽other people to聽utilize it, and聽to聽be聽innovative themselves. And sure enough I聽launched it聽and聽it鈥檚 probably been the聽best thing that I聽could have ever done. Not only for聽this business that I鈥檓 trying to聽scale but for聽other nurses who are looking to聽have some direction and聽some support and聽being visionary leaders themselves.

Jesse: Well, that鈥檚 awesome. It鈥檚 a聽very inspirational story and聽I聽think it聽speaks to聽a聽lot of聽things. But I聽can see it聽from the鈥 For me聽attaching in聽to聽the聽online world, Rich is聽more the聽emotional one, he鈥檚 going to聽get mushy. But for聽me聽I聽am聽more the聽facts side. So聽you went from a聽place where you were able to聽talk to聽people one on聽one on聽this and聽maybe you did some workshops and聽some speeches and聽such, but now taking this online and聽then taking it聽to聽a聽book, you鈥檙e able to聽affect such a聽wide amount of聽people.You must have customers all over the聽world, all over the聽country that are giving you positive feedback on聽this. Are you feeling like you can tell that it鈥檚 made a聽difference for聽people鈥檚 lives?

Antonette: Absolutely. And definitely on聽the聽business side has been great visibility where I聽was creating a聽market that I聽didn鈥檛 exist in聽before. This is聽a聽talking point. And so聽it聽launched me聽into platforms that I聽didn鈥檛. I聽could have gone and聽gotten organically naturally but it聽would鈥檝e taken a聽lot longer. And so聽now there are people literally from all over the聽world that can take this and聽utilize it. And in聽general there鈥檚 2.38聽billion or聽million nurses, sorry billions probably over the聽top, million or聽so. Worldwide, that鈥檚 a聽huge market. And there鈥檚 this huge push for聽nurses right now in聽understanding leadership and聽innovation. And the聽world organization just declared the聽year 2020聽as聽the聽year of聽the聽midwife. So聽this is聽urge of聽nurses as聽innovators and聽as聽leaders in聽certain spaces to聽be聽able to聽train even just their sphere of聽influence where they may not have resided before. So聽on聽a聽practical sense it聽really helped giving me聽a聽speaking place. The author events or聽web workshops as聽you mentioned, viewership conferences and聽being able to聽take a聽very tangible thing, utilize it聽as聽a聽product that someone can take home and聽say 聯I聽can use this to聽build my聽own platform wherever I聽am.聰

Richard: I聽have a聽question for聽you. First off, thank you for聽that. That actually provides a聽little bit of聽insight as聽to聽why I聽ask this question now. The book gave you platform, you get to聽speak on聽other stages, you have access to聽getting in聽front of聽these people. There鈥檚 people who want to聽hear more from you now that used to, maybe never even know that you were even doing something like this. We聽want to聽be聽able to聽help offer you some advice and聽but I聽want to聽know a聽little bit about what the聽main product is. What helps you most? Does it聽help you most to聽move the聽book so聽you get people on聽an聽email list and聽you market your coaching to聽the聽email list? Do聽you want to聽get this book in聽front of聽other speaking associations or聽nursing associations so聽you can get on聽more stages? I鈥檓 sure you would also say all the聽above sounds great but what鈥檚 the聽main goal and聽what would help you most? We鈥檒l give you a聽couple of聽techniques and聽then let you get back to聽your vision right now.

Antonette: I聽definitely think that latter option is聽where all the聽more I聽want to聽see it聽in聽academic institutions, associations and聽releasing it聽as聽a聽resource that can get to聽especially nurses in聽transition or聽in聽student nurses who are still trying to聽figure their journey out and聽know where to聽go聽next. So聽that they have something tangible from the聽get go. I聽think that鈥檚 probably even just making sure that I鈥檓 marketing in聽the聽right way in聽context because being for聽newbies and聽a聽lot of聽ways. I聽mean the聽social media platform a聽lot, I鈥檓 creating videos, I聽am聽interfacing on聽Twitter a聽lot, LinkedIn, every social media venue that exists to聽word of聽mouth and聽finding opportunities that come my聽way. But really wanting to聽hone it聽in聽so聽that the聽right voices are getting it. So聽that those voices can take it聽and聽market it聽to聽whatever their sphere of聽influence is聽because I聽can only do聽so聽much as聽one person. I聽need to聽get to聽a聽big audience, so聽that I鈥檓 not the聽only one making traffic but also to聽there other people who are gravitating towards it聽that can have bigger options.

Jesse: Got it. So聽it聽sounds to聽me聽that ideal customer if聽you will, and聽it鈥檚 really a聽follower or聽a聽reader or聽whatever, but I鈥檓 using the聽word customer but it鈥檚 primarily. And the聽good thing is聽I聽think you can actually target them fairly well. It聽would be聽maybe second year nursing students or聽recent nursing graduates perhaps. That allows you to鈥 People put that on聽their LinkedIn profile or聽they put that, probably don鈥檛 put that on聽Instagram necessarily, but I聽believe that there鈥檚 probably a聽lot of聽ways to聽target people who are either in聽nursing school or聽just recent graduates of聽nursing. Would you say those are the聽primary people you want to聽influence first?

Antonette: Right, definitely. That is聽a聽testing ground for聽those folks who need something moving forward in聽nursing career.

Richard: And then if聽you took that audience, is聽it聽fair to聽say you start to聽build a聽mailing list of聽them and聽or聽you鈥檙e doing some sort of聽a聽targeting campaign on聽LinkedIn or聽Facebook? Then you could take that, build your audience and聽then now also go聽to聽these associations and聽then maybe strategically target the聽people who throw, run the聽event or聽create the聽events to聽actually then show them. 聯Oh, she has this following and聽she鈥檚 got a聽passion for聽it. She wants to聽help.聰 They鈥檙e always looking for聽speakers, I鈥檓 sure because I鈥檓 not a聽nurse but I鈥檇 imagine there鈥檚 intel you鈥檙e doing something like what you鈥檙e talking about is聽probably more or聽less the聽same conversation over and聽over again. But I鈥檓 not in聽it聽so聽I聽don鈥檛 know that for聽certain. So聽would you say that those would be聽the聽two main markets that the聽person who鈥檚 second year in聽and聽trying to聽find their unique point in聽their unique鈥 I聽don鈥檛 know what鈥檚 the聽world鈥 Unique place in聽the聽space of聽nursing and聽then also getting in聽front of聽those associations. Will those be聽the聽two main places you would like to聽get in聽front of?

Antonette: Definitely. And I鈥檓 recognizing as聽it鈥檚 moving forward and聽focusing even more in聽the聽business. It鈥檚 the聽nurses and聽be聽the聽university level and聽incorporate into a聽curriculum or聽may mean a聽hospital orientation in聽orienting their nurse. They鈥檙e going process online, it聽is聽also included in聽that process for聽their new nurse.

Richard: Yeah. First, I聽would ask, are you aware of聽Facebook pixel? Do聽you have your site? Do聽you have a聽pixel on聽your website that you can actually track people that have ever seen you on聽Facebook or聽senior page you could remarketing on聽Facebook?

Antonette: I聽don鈥檛 have that now.

Richard: All right. We鈥檒l make sure we聽get you the聽blog post too on聽how to聽go聽through that whole procedure. It鈥檚 pretty basic but one of聽the聽things for聽sure if聽you鈥檙e driving people to聽your website. One of聽the聽things that you鈥檇 want to聽do聽is聽make sure that you can get your message back in聽front of聽those people one more time. It鈥檚 one of聽those things where you can鈥檛 really go聽back in聽hindsight. I鈥檓 sure you鈥檝e driven a聽bunch of聽traffic there already but moving forward, it鈥檚 just one of聽those things that everybody should have this pixel put in聽place already. The day you do聽decide to聽market, you could market to聽people who鈥檝e already been to聽your website and聽may or聽may not have bought.

Antonette: Right. OK.

Jesse: Definitely get the聽Facebook pixel on聽because there鈥檚 a聽lot of聽things you can do聽with that too. You can build lookalike audiences. I聽do聽have a聽hunch though that the聽book is聽fairly inexpensive. The bookings that requires local. So聽it聽might not be聽sustainable for聽advertising. Just being honest, it聽probably doesn鈥檛 scale well for聽advertising because you need a聽high average value per per customer. One thing I聽could see you doing here is聽taking this a聽little bit to聽the聽next level. You have a聽book, and聽you have, you speak and聽then. But I聽think there鈥檚 this big middle ground in聽there, which would actually help drive a聽following. And that would be聽some sort of聽a聽mini course or聽some sort of聽thing that can spread virally. So聽maybe it鈥檚 a聽聯Hey, you鈥檙e about to聽graduate from nursing school, have you consider options for聽the聽future, take this ten question quiz to聽help put you in聽a聽certain category.聰 I聽don鈥檛 know, you need to聽figure that out but some sort of聽thing that it鈥檚 done fairly easily online. It鈥檚 free and聽it鈥檚 only targeted towards people that are either just about to聽graduate nursing school or聽have just recently graduated and聽maybe that helps them in聽some way. It鈥檚 probably a聽smaller way than them meeting with you or聽reading the聽whole book but at聽least it聽provides some little bit of聽value and聽you get their email and聽you start building a聽bigger list and聽it聽potentially spreads virally. If聽I鈥檝e found value from this as聽a聽nursing student and聽I鈥檓 like: 聯Oh, that was really great. I鈥檓 gonna forward it聽to聽all the聽people in聽my聽class.聰 And next thing you know you have a聽list of聽50聽people from that one person on聽on聽your email list.

Antonette: Actually, that makes sense and聽that鈥檚 something that I聽haven鈥檛 necessarily tried effectively. I聽think how to聽build an聽email list because out of聽folks who are following what I鈥檓 doing, but I鈥檓 not capturing them effectively to聽keep that in聽a聽space that I聽can react to聽them again so聽that they think about what I鈥檓 offering. And the聽other pieces that I聽have recognized that can expand my聽coaching services more remotely and聽that there is聽even an聽audience that鈥檚 virtual. Depending on聽the聽situation or聽what鈥檚 the聽principle. There鈥檚 our membership, it聽is聽like that. So聽you鈥檙e definitely going in聽the聽direction where I聽feel like I聽need to聽go. It鈥檚 just practically making that happen.

Richard: One of聽the聽things I聽would also recommend when it聽comes to聽the聽content creation is聽just the聽title alone, 聯Visionary Nurse聰, although I鈥檓 sure you have鈥 You sound very smart. I鈥檓 sure you know much more than Jesse and聽I聽as聽far as聽probably the聽human body and聽how things work and聽all that stuff so. But you鈥檙e also talking with another group of聽people that probably have a聽lot of聽the聽knowledge. The information what I聽think would be聽unique when it聽comes to聽content creation for聽you. We聽have a聽never ending debate around here, just podcasters in聽general on聽what do聽you lead with. Do聽you lead with information, do聽you educate people or聽do聽you entertain people? And in聽the聽ultimate scenario, you want to聽do聽both. It鈥檚 not like you want to聽do聽one or聽the聽other but we聽also see part of聽why we聽pay so聽much to聽go聽to聽sporting events and聽there are people who are famous just for聽being famous. Productions and聽these different people that they鈥檙e just entertaining. And so聽I聽tend to聽if聽you can find what uniquely keeps people entertained to聽pay attention to, education will just come with the聽territory. And I聽know that there鈥檚 a聽never ending debate. People say it鈥檚 should be聽the聽other way. But when Jesse was mentioning viral, it聽made me聽think about this because every single study that I聽can find, when it聽comes to聽creating a聽viral video, I聽wish you could just say 聯This is聽the聽formula聰 but it聽can鈥檛 really say that. But there have been five things that have come out of. Every viral video has one of聽these five things and聽potentially if聽they have all the聽five things, it聽can even go聽more viral and聽so聽one is聽an聽adventure. And a聽sense of聽adventure is聽a聽sense of聽taking someone on聽a聽journey. You鈥檙e just sharing your journey, sharing the聽process almost like you鈥檙e documenting what鈥檚 going on聽in聽this whole thing. There鈥檒l be聽nurses that will jump on聽board just because of聽that. That鈥檚 one of聽a聽comedy. And although you probably couldn鈥檛 go聽into a聽lot of聽detail and聽you couldn鈥檛 mention the聽people I鈥檓 sure there are all kinds of聽comedic stories when it聽comes to聽nursing. I聽would definitely think about that. Obviously, you鈥檙e going to聽know where that fine line is聽more than I.聽As聽far as聽where you should and聽shouldn鈥檛 do聽that. But sure there are all kinds of聽funny stories right through it. The third is聽like emotion. Just moving people emotionally and聽it聽just your story alone has that in聽it. And back to聽the聽same thing I聽probably wouldn鈥檛 go聽into the聽particular stories, but holy moly, of聽course, there鈥檚 a聽lot of聽stories that are emotional when it聽comes to聽nursing. Third, excuse me, the聽fourth word would be聽inspirational. Your story alone again. There鈥檚 gonna be聽tons of聽stories of聽inspiration with nursing and聽then the聽last one is聽basically going to聽be聽a聽surprise. And even though it聽might not seem like it聽on聽the聽surface, I聽think there would be聽all kinds of聽stories of聽surprise. That could be聽just the聽story that ended a聽different way than you thought it聽was going to聽end. It聽was a聽terminal cancer story and聽it聽turned out like this. But you could also see how when you see those other four in聽front of聽that, you might be聽going down the聽path of聽the聽perfect recipe, to聽be聽able to聽cover all five of聽these. Documenting your story, sharing funny stories that have happened. Emotional stories that have happened. Inspirational stories that have happened. Outcomes that you didn鈥檛 think we鈥檙e gonna happen that happen. I鈥檓 getting chills just thinking of聽it. But it鈥檚 also鈥 We聽really do聽like helping people, I聽get excited just talking about it聽with you. I聽really think you have a聽perfect recipe if聽you just focused on聽those two things for聽now. First off, kudos on聽just you being you. Because the聽one thing that Jesse and聽I聽definitely agree on, because sometimes we聽agree on聽multiple things, but this thing we聽do聽is聽one of聽the聽few things that no聽one can beat you at. If聽not the聽only thing that no聽one can beat you out is聽you being you. And it聽sounds like you鈥檙e very much stepping into. Just you being you and聽the聽whole lesson is聽how can I聽help these other nurses do聽what they want to聽do聽while they鈥檙e being them? And so聽if聽gather that community on聽social focus on聽that email list and聽also focus on聽how can you create these pieces of聽content in聽a聽way that gets you a聽group of聽following of聽those same nurses. Say that the聽second year whatever that ends up聽being that is聽your perfect target market there. There鈥檚 no聽doubt that now you鈥檙e going to聽be聽a聽voice in聽that community of聽nurses. And it鈥檚 just going to聽naturally lead to聽a聽trail back to聽your LinkedIn, and聽associations are going to聽be聽reaching out to聽you because they鈥檙e going to聽see that same content on聽there. I聽just think it鈥檚 a聽perfect storm for聽you.

Antonette: I聽appreciate every single word that you鈥檝e shared. And it鈥檚 incredibly humbling to聽get this knowledge from you because that鈥檚 what you have to聽get into a聽place, where you don鈥檛 know everything and聽you really need other people to聽support you in聽order to聽execute whatever you鈥檙e trying to聽do. So聽everything you鈥檝e said is聽incredibly helpful but also to聽just I聽appreciate the聽validation and聽knowing it鈥檚 OK聽to聽be聽you. It鈥檚 OK聽to聽be聽OK, and聽in聽terms of聽where you鈥檙e going, and聽what you鈥檙e doing. This is聽valuable for聽me.

Richard: I聽would say not only it聽is聽important, I聽actually think it聽probably is聽the聽only way to聽do聽it. I聽won鈥檛 get into political and聽religious beliefs but let鈥檚 just say, at聽least for聽thousands of聽years, if聽not multiple thousands of聽years, if聽you stood out from the聽tribe, you鈥檝e got kicked out to聽the聽tribe. Now if聽you don鈥檛 stand out, you can鈥檛 build a聽tribe and聽so聽keep it聽up. I聽reached out on聽LinkedIn to聽you, so聽you鈥檒l see me聽there. And at聽your leisure, if聽you want to聽connect, we聽can go聽in聽more. But we鈥檒l definitely get you some more information on聽building the聽list and聽the聽Facebook pixels too.

Jesse: For sure, building a聽list on聽the聽internet, you want to聽have those emails. You might have to聽give some freebies on聽the聽book here and聽there, but the聽emails gonna be聽worth it聽because you can communicate to聽them for聽multiple years. Particularly if聽they鈥檙e early on聽in聽their career, maybe five years later they are ready to聽hear your message. Maybe at聽first, they are just like 聯I聽have to聽pay for聽loans, so聽I鈥檓 just going to聽work and聽suck it聽up.聰 But after four, five years they are at聽a聽burnt out stage that you mentioned. And then they鈥檙e like 聯I聽keep following this Instagram profile with these awesome stories, I鈥檓 ready.聰

Richard: I聽would just toss on聽one thing on聽top of聽that because Jesse just actually said a聽really good point that I鈥檓 surprised we聽didn鈥檛 say earlier. I聽would even consider giving out the聽e-book to聽build the聽list and聽then you start upselling that list for聽the聽hardcopy. I聽know that sounds counterintuitive but then you can do聽print-on-demand and聽it鈥檚 pretty easy. And then you are literally building your list a聽lot faster because of聽you giving that away and聽then you just gifted something to聽them so聽it鈥檚 not actually that strange to聽them right after the聽fact email that list and聽say: 聯Hey, thank you. Hope enjoyed it, I聽also have the聽hard copy you giving out, blah blah blah blah.聰 It鈥檚 really about building that community right now. We聽all know that nobody is聽really getting the聽house at聽the聽top of聽the聽hill from selling a聽book. The book is聽what gets you in聽front of聽other people.

Jesse: The book is聽the聽new business card.

Antonette: Yes, it鈥檚 is聽my聽calling current giving me聽space to聽talk in. Then I聽didn鈥檛 necessarily have something physical to聽hold onto. I聽can continue to聽be聽consistent whatever I鈥檓 talking about. I鈥檝e definitely toyed around should I聽release the聽entire e-book as聽just a聽gift. Because before I聽did make a聽free download version for聽those who subscribe, just of聽the聽first chapter per week or聽7聽days, how you want to聽look at聽it. Because it鈥檚 ninety days but there has been a聽piece of聽me聽that鈥檚 wondered if聽I聽should make the聽entire electronic book version just open to聽drive up聽more tangible results like drive a聽following, a聽list, etc. And then we聽push for聽this other in聽a聽booklet piece, transforming from an聽e-book to聽a聽book that goes into the聽hands of聽that new nurse when she鈥檚 starting off or聽that is聽just getting into school or聽whatever that looks like.

Jesse: Sure, and聽I聽would probably push for聽not give it聽away for聽free because you want to聽have the聽perceived value of聽it聽as聽the聽price on聽the聽website. But I聽would probably give it聽away more often as聽a聽promo in聽exchange for聽聯Send me聽an聽inspirational story from your rural situation聰. Or聽when you get on聽something like nurses do聽their trips and聽things like that to聽other countries like 聯Send us聽a聽story, an聽Instagram story and聽we鈥檒l send you a聽book.聰 That way you鈥檙e not giving it聽away for聽free but in聽effect, you are actually giving it聽to聽the聽way for聽free to聽a聽lot of聽people.

Antonette: No, that鈥檚 ideal, I聽like that idea. Because before any聽free copies I聽gave for聽download was when I聽would speak at聽local high schools to聽high school students. But I聽think they鈥檙e just not in聽the聽space that they need to聽be聽yet, they have to聽figure a聽lot. But doing more promos as聽you said and聽leveraging the聽following that is聽there and聽saying: 聯If you interface with me聽then that gives more opportunity to聽get something into your hands too.聰 So聽I聽really like that idea.

Richard: That鈥檚 great and聽just first off again we聽thank you. I聽mean it聽got to聽be聽a聽thankless job at聽times because you鈥檙e dealing with people going through hard times. I鈥檓 sure it鈥檚 extremely鈥 It聽feels really good and聽it聽probably is聽really hard at聽times so聽we聽thank you first and聽foremost for聽being a聽nurse. Thank you for聽continuing to聽do聽what you do聽and聽trying to聽inspire other nurses. Please, keep in聽touch, we聽will do聽what we聽can to聽help spread the聽word of聽this. If聽you have any聽other additional questions, anything like that, please, feel free to聽reach out on聽LinkedIn.

Antonette: Thank you so聽much, this is聽a聽huge honor. Thanks for聽taking comments on聽the聽nurse unicorn so聽to聽speak. I聽appreciate even just the聽atmosphere. It鈥檚 really great to聽reach out and聽get practical steps of聽things even though it聽maybe looks softer than you usually do聽but this is聽really helpful and聽really tangible results. Thanks for聽helping me聽use this as聽a聽leveraging point to聽get some solid advice.

Jesse: Absolutely, we鈥檙e happy to聽help. Antonette, I聽really appreciate you being on聽the聽show. Everybody, check out Visionarynurse.com. For everybody listening, send in聽your information, we鈥檇 like to聽have you on聽the聽show. Antonette, thank you again.

Antonette: Thank you.

About The Author
Kristen is a 褋ontent creator at 51视频. She finds inspiration in sci-fi books, jazz music, and home-cooked food.

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