Sam Ovens: Hey everyone, Sam Ovens here, and today I have one of our Consulting Accelerator students on with us, Anna Choi. Anna joined Consulting Accelerator back in November 2016. Back then, she had her own business, but it was like a job. She had to go into the office every day, and grind on it. She joined Consulting Accelerator, and started a coaching business of her own, which is helping mission driven conscious entrepreneurs get more clients.
Sam Ovens: She's been able to start that business, and to grow it to the point where now, where it's making $10000 per month. On this interview today, we're gonna discuss why she wanted to get into this coaching business, how she grew it to 10 grand a month, and what's she's actually doing to help these people, and all of that stuff. Thanks for jumping on talking with me.
Anna Choi: Great, good to be on.
Sam Ovens: Let's start with November 2016, back when you joined. You already had your own business going on. Why did you want to join Accelerator and start a new one? What was going on there?
Anna Choi: I had just found out that my contract wasn't gonna renew, and pretty much, we had anticipated on that. Which means, as the sole bread winner for my family, I have a son and a husband, dramatically, Thanksgiving I remember, when I was watching the webinar, and we're gonna have no income pretty suddenly. I was like, I need to make money fast. I've always dreamed of having a ... I knew you could have a business just with a laptop and a phone at the time, and that's part of I remember that ad was talking about, and so that's what had me click on the-
Sam Ovens: So, what was the business, the one you had before?
Anna Choi: It was event marketing for social impact.
Sam Ovens: Got it, and that involved more than a cell phone and a laptop?
Anna Choi: That's a good question. Yeah, I went into that, well, I had to go into an office, and I was running four events at the same time, of massive scale to the tech industry. It was super intense.
Sam Ovens: Got it.
Anna Choi: Super stressful.
Sam Ovens: There was just something about that business that was not clicking with you, and you were more interested in the coaching side? I'm just trying to get an idea here, of why you decided to pivot. Because, I know there's a lot of other people out there that have got businesses that are going. They don't know if they should pivot, or do something else. But, how did you know it was time to look at doing something else?
Anna Choi: I was foreshadowing into the future, if I was gonna scale that business, what it would require of me. Before I could hire a large team to be able to facilitate that number and volume of events, that was a gap. A big enough gap, that I wasn't willing to go through to exhaust myself. It was exhausting.
Sam Ovens: You got to a point where you'd grown as big as you could with you, and if you wanted to go to the next level, where you would be able to have a whole team, and all of that, you had to first go through hell yourself to get there, and you weren't willing to make that trade off?
Anna Choi: Yes, that, plus I say it was my own business, but I wasn't doing any marketing, or anything. Like I said, it was more like a job. It was a job, and there's politics. That was part of the problem too, I didn't want to deal with.
Sam Ovens: Got it.
Anna Choi: I wanted to be my own boss, and I was a little outspoken, and as always this is not the first job that I haven't been able to renew. I just was like, oh. I'd actually been let go of other jobs before, because of various things. But, a lot of times it's, because I want to take a lot of my own [inaudible 00:04:13] I'm an entrepreneur at heart, and that wasn't happening. I couldn't carve my own future.
Sam Ovens: You don't like politics?
Anna Choi: I hate politics.
Sam Ovens: Same. That's why I don't even sell to corporates, or any sort of business like that. I just want to speak to just people who are like, "Oh, this is what I need, let's do it."
Anna Choi: Exactly.
Sam Ovens: Cool, so then how did you find Consulting Accelerator?
Anna Choi: On a Facebook ad.
Sam Ovens: What struck a nerve with you there?
Anna Choi: You had been showing up on my feed for quite some time, so I had seen different kinds of ads. I think the first one was, yeah, the one with you drawing in a t-shirt. I remember actually thinking, who is this guy? He's just got a t-shirt on. But, your title is different, right? I don't remember the title. Anyway, and then you kept coming up, and so I didn't realize it was all the same person. But, one day, I literally was scrolling through before dinner or something, and then clicked on it. I was like, ooh, kind of thing, and clicked onto the webinar.
Sam Ovens: Then, what struck a nerve with you on the webinar.
Anna Choi: Oh, I was so taken. Because, I guess, I just had been looking for a while to, like I said, I had never seen anything tailored just to consulting. Which, I knew, my first business was in financial planning over 10 years ago, and I had sold that after five years, and then I had been a stay at home mom, and I wasn't working. We went through a poverty stricken state, and all this stuff happened.
Anna Choi: I just knew having had a brick and mortar, and then a half brick and mortar, that there's go to be a way to do something online, virtually, leveraging consulting, your expertise to make a lot with little overhead, high profit margines. I had mentally told myself, I'm never gonna have a brick and mortar, or I'm not gonna have a large overhead kind of business. That's, I'd been looking, I was looking or that, unknowingly, I guess. Then, you spoke to that.
Sam Ovens: Like the way of structuring the business, and putting it all together in a way that's efficient, low risk, low capital, low overhead, high return.
Anna Choi: Yeah. Then, I remember that, just the first part of the webinar, all the different success stories. I was like, wow, there were so many. I was like, okay, so I just kept listening, and then what you said was fresh, and new, and I feel like some trainings are more old school, so to speak. They're not speaking to the technological times of today, I don't know. Somehow, it spoke to that. I still think of you as a minimalist that is up with the latest tools.
Sam Ovens: Got it. Then, you joined, and do you join on the webinar the first time? Good. Then, what happened next?
Anna Choi: Oh, gosh. At that time, it was like the 1.0 version, so I went through it, and started to, and I was still kind of finishing up and wrapping up that other job they just let me know it was ending. It was right around my birthday. I started pouring over this, and then I read the sales script. I did have one client I had been working with a year, year and half or something, at 450 bucks a month for an hour a month. He, I had actually gotten him a lot of good results, so I just went to him, my one client. I just, I'm like, is he gonna be watching this.
Anna Choi: I got really, I could see the future for Facebook ads, and I got excited about that, and realized that I didn't have to be an expert first. I just had a one-to-one meeting with him, and created what was possible in helping scale his business, and talked a little bit about Facebook ads. I was upfront, I was testing this out and stuff. Long story short, I closed him on $2000 thing right away, or 2500. It was 5000, and we had 2500 deposit two weeks after the program started. I was really pleased, because I made a $500 profit within a couple weeks.
Sam Ovens: Cool, and what was the ... Let's go back to, because the training shows you, first of all, really how to pick a niche, right? How, what did you do there?
Anna Choi: I had mission driven entrepreneurs from the beginning.
Sam Ovens: Let's talk about that. Why mission driven entrepreneurs?
Anna Choi: I've just been in that field for a while. I graduated from community environmental planning, and I always joked that's when I transformed from being an ignorant suburbanite, to a global citizen, and started making, realizing you buy your vote with your dollars. I was my target market, I guess, for a while. Then, my first business in financial planning, was in social responsible investing. Then, my second business was in marketing for social impact, so I've just been in that space. Then, when I had jobs, it was inside of SRI, is the acronym for social responsible impact investing, so I had a deep knowledge of that. I just like that group of people, I know that group of people, I've been one of those group of people, yeah.
Sam Ovens: Got it.
Anna Choi: It's who I want to, ultimately, that's who I want to say to make a great impact in the world. Because, if I can empower those particular businesses that are both purpose and profit driven, then that's awesome.
Sam Ovens: Got it. What does mission driven entrepreneurs, what is that? Because, it sounds like it's social mission driven entrepreneurs.
Anna Choi: Yeah, social entrepreneurs, yeah.
Sam Ovens: Got it.
Anna Choi: I've tested all the different things with Google Analytics, and what was a higher search term is social entrepreneurs. But if I talk to laymen people that don't know that terminology, they think it means something else, so I have to say mission driven to clarify what it means.
Sam Ovens: People are funny with words, huh?
Anna Choi: Yeah, there's a lot of different terms.
Sam Ovens: Everyone just stick to one thing, and they swear that's what it is, but they don't understand that you can really call anything, anything. Do you know what I mean? Because, everyone who's doing anything, you can say they have a mission. Even, a dude who's eating breakfast. Do you know what I mean?
Anna Choi: Right.
Sam Ovens: Anyone starting a business, definitely has a mission, and well, it's to start their business.
Anna Choi: Right.
Sam Ovens: The social thing sounds like, and this isn't in terms of your messaging. This is in terms of just me understanding what you do, and other people who are listening to this understanding what you do. You really care about the social, the entrepreneurs who care about having a social impact?
Anna Choi: Yep, I always say the triple bottom line, yeah. People, planet, profit, there's another fourth, but that is not a well known term, so I have to stick to triple bottom line.
Sam Ovens: Got it. You chose this niche, because you were already obsessed with it, because of your history, your track record. You could notice the pattern, everything you were doing was to do with this, so that makes sense. For people listening. That's how most people find their niche, it's something they're interested in. That's where the hunch begins. Something you're passionate about, and interested in. Then you choose that, and then you look within in there to find problems. When you chose these mission driven social entrepreneurs, did you start talking to them to try and find out what problems, needs, and desires they had?
Anna Choi: I constantly am, yeah, to this day. I'm doing surveys, I go in groups. Yeah, I'm around them, I just hear it.
Sam Ovens: Good.
Anna Choi: You got to keep, you can't just start, you got to keep going, right?
Sam Ovens: Well, it's never fixed.
Anna Choi: Never ending.
Sam Ovens: It's never rigid, it always morphs. The market's always moving, so you've always got to keep your finger in the pulse. What did you find?
Anna Choi: To be honest, it's the same as any vanilla entrepreneur. It's getting more clients, mastering their message, mindset stuff, but yeah. It's, honestly, it's the same as a lot of business owners, regular ones.
Sam Ovens: These, how did you actually have the conversations with them? Because, I know a lot of people who are listening in the community that they, the big thing, the big mistake I see everyone make is, they just don't talk to the damn market. They just try and use Google, and research, and they never actually have a conversation, because they're afraid, or they don't know how, or something. How did you actually go about, or what was your course of action?
Anna Choi: I think that's evolved [inaudible 00:14:17] Then, but right, I just can speak to right now. I joined groups, and I would network, and then I would followup with the people. Some of them I straight up said, I'm doing market research, and I want to have a conversation with you. Then, had my set of questions of what are you dealing with, what's your biggest frustration? Just straight up the questions. You have to vary it to what time they have available, and then I would track that down. I went into some Facebook groups and set up polls, or would find ...
Anna Choi: I joined a lot of associations, so I'm on the board for the social enterprise alliance for Washington state. They already did a lot of data in surveys. I would just ask for all the national data surveys that they'd done. I would, at our board we did a lot of events, like a startup weekend and stuff. At the weekends, this is my best polling method, my secret sauce is, physical surveys at the event. Why did you come? What are you dealing with?
Sam Ovens: In person.
Anna Choi: That, is my number one. Yeah, I use that in event marketing, that was my secret sauce too.
Sam Ovens: Yeah, you get a good read on people when you can see them. Because, you can watch the nonverbal communications.
Anna Choi: Mm-hmm (affirmative).
Sam Ovens: You're going to events, for people listening, that can be awesome. If it, find a, let's say your niche is property inspections, right? Sorry, property management. If that was your niche, you could look at where the, what trade shows are happening. I remember there was one I found called NARPM, N-A-R-P-M, National Association of Property Manager, or something. There's always an event going on somewhere for that, and you can go to that. It's just full of property managers. If you spend a day there, you are going to know what property managers are like, and you're gonna know what they're worried about, what they're passionate about. You're gonna be able to understand the nature of them. That's a really good tip. Because, on the internet days, a lot of people, they think that they can just use Google and actually find out everything, and you can't. There's always that gap. You've got to talk to a human to actually understand. That's a good suggestion.
Anna Choi: You can also find, at the events, more about your market. Not just their needs and pains, but their self identification. I discovered early on, that a lot of people ... I had a question on the survey that said, how do you identify yourself as? Are you, I am a social entrepreneur, or I am a social enterprise, or I am social enterprise curious, or I am a champion for social enterprise, or I serve them, but I'm not actually one, right? I could really start to differentiate the market more into sub sects.
Sam Ovens: Got it.
Anna Choi: Because, a lot of people don't know that they're one on putting the label on it, they're social entrepreneur enterprise and they don't know it. I found that fascinating.
Sam Ovens: Well, they're just labels, right? Someone could be it, without knowing what it is. Then, that happens all the time. I find that all the time. Someone might think, I'm not consultant, but that's just their version of what a consultant is. They might think that a consultant is just someone who goes and visits corporate clients, and charges per hour.
Anna Choi: Exactly.
Sam Ovens: But, if you look at the definition of it, really, it's pretty loose. It's like, anyone that helps anyone with some sort of advice.
Anna Choi: Yeah.
Sam Ovens: It's like, anyone can now be one, even a police officer is one. Someone who works at Whole Foods is one, provided they're giving some kind of advice. The same, you probably found the same thing in yours. You go back to the definition, and you realize, oh wow, tons of people are without knowing about it. It's not just the people who think they are, and know the term really well.
Anna Choi: Yes, yes, and then you have to then define. You just boil down what it is succinctly, so you can better explain it to people. But, purpose and profit, or earned revenue or mission, those are the easiest ways I've found to describe it.
Sam Ovens: Earn profit.
Anna Choi: Purpose and profit, or yeah. They just had a new book come out called WEconomy, which was Richard Branson's daughter, Holly Branson, and these two guys are now in their 30s. But, they were on Oprah, they start off when they're 12 having their own charity, and got picked up, and mentors are Jeff Skoll and all these big guys. They're gonna normalize, I'm hoping, because they've got more market share, and that way that terminology of social entrepreneurs, enterprise.
Sam Ovens: Got it. Do you think you, someone is a social enterprise if they are making profit?
Anna Choi: Yeah.
Sam Ovens: Because, I reckon it's actually way more efficient too. I reckon all charities in the future are just gonna have, they're gonna be businesses.
Anna Choi: Exactly. That is happening now. That's what's exciting is, you can have the profit and the purpose baked into the DNA of whatever entity, whatever shell of non profit to profit.
Sam Ovens: Yeah, because no business, nothing's ever gonna make much of an impact if they always have to have their hand out for donations.
Anna Choi: Exactly, and it's transforming from hand out straight to hand ups. You're training the trainer now, and empowering. I just came back from a conference in Nashville with all the chapter leaders for social enterprise. We were discussing the next movement and stuff. They have these swag bags that are tote bags made by ex-sex trafficked women. But, what they're doing is, paying five times the wage. They're freeing them, and not just freeing them, but then empowering them to become entrepreneurs, and paying them five times the wage, and then telling that story. Like, called cause geared, but there's so many cool things like that happening.
Sam Ovens: I always thought, it someone is poor, and in a poor area, and they don't have much education, it doesn't help them much just to give them some money. Because, they might go spend that money on some food, and then they need some more, then they need some more, and it never ends. You need to eliminate the root cause, which I think is the education. Do you know what I mean? Because, if someone knows, then they can fix it.
Anna Choi: That's, yeah, it's just like a parent to a kid, right? You can't make them spoiled little brats, or not spoiled, but reliant and dependent. My job is to make them, help them become self sufficient.
Sam Ovens: That was the best thing that happened to me. Because, my parents were poor. I was like, yeah, even if I wait until I get my inheritance, there isn't gonna be an inheritance. I was like, that's out. Plus, who am I kidding, my dad's parents are still, my dad's mum is still alive, and he's like 65, so I was like, even if I was to go with that plan, and my parents did have money, I'd have to wait until I was potentially 65, 70. I was like, that's out. Then, even if I did get it, there's nothing, so that's out. Then, I was like, if I ask them for money, I'm not gonna get any. I was like, I can't do anything there, so oh man, I'm gonna have to do it on my own. It was actually a really good thing.
Anna Choi: A lot of people wait, yeah, for things that may not actually happen.
Sam Ovens: It was the best thing that happened to me, really. Because, I was like, I can't get a handout. I just have to go and learn this damn thing.
Anna Choi: Give it good motivation why, yeah.
Sam Ovens: Because, humans have very strong survival instincts. It's probably the number one instinct we have, survival. You put a human in a spot where they have to survive, they do awesome things.
Anna Choi: Become super human.
Sam Ovens: Mm-hmm (affirmative). Then, you picked your niche, social mission driven entrepreneurs. You started to understand them well from Facebook groups, polls, surveys. You went to the events, which sounded like the best thing you did. You talked to them, you got to understand them, their problems. You found the problem to be, they need more clients, which is quite typical in pretty much every single industry. Find me a business that doesn't want more customers. It's quite rare. Most of them-
Anna Choi: I've found some, but yeah. I was targeting, I should be more clear. I had a sub niche when I started of, socially responsible advisers, right? Because, that was a super sub niche. But, that group was too small, and because it's small group, the assets that had matured, it was they were all in their 60s, 70s looking to retire and pass on those assets to the next generation of adviser. They actually aren't looking to attract more clients. They're looking for, I could have made a business of that, finding successors. I didn't want to do that, because I didn't want to get back in the industry in that way. But, anyway, that was my one anomaly. It was like, oh interesting.
Sam Ovens: Yeah, I found also that when businesses are really going good, like a Facebook, or a Google. Google's number one problem, they said, back when they were crashing it, probably still today is, hiring smart people, right? They were there's just not enough smart people in the world. It's hard to find smart people. They saw their number one problem as, the level of talent they could get in, not just acquiring the customers. Because, they had that dialed in. They were printing money. Then, that definitely becomes a need, once a business is dominating. It's just, it's finding talent. Then, later on, it could be finding successors, which is a finding talent problem. Do you know what I mean?
Anna Choi: Yeah, you're hitting it on the head. That's the tech industry number one ... I'm from the Seattle tech industry, and my husband is in the tech industry. I was in the tech industry, and that's such a huge gap between number of developers available, and positions needed in our growing AI, tech, big data community.
Sam Ovens: Then, what did you do next, after you'd identified the problem?
Anna Choi: Let's see, so well, like I said, in the very beginning I targeted the advisors. I was like, crap, my hypothesis was wrong. They don't need, I was going in thinking they needed to attract clients, realized they didn't, so I had to pivot there. I went broader based for mission driven. Then, I'm a member of the impact hub, which is a social enterprise co-working space. My plan was, so I joined two associations, and I was gonna do direct outreach with all the members within it, but not go sell them or something. I was authentically like, hey, I'm a member too, let's have a discovery call. I'd screen them on that, and then invite them to a strategy session if that made sense.
Anna Choi: I told myself I would do that, and I didn't do that. I didn't do the direct outreach. In all honesty, I was working 25 hours a week, because I had these other commitments at the time, as a leadership trainer. I was doing all these other things non business related. I was just trying around a lot of different things. Let's see, what did I do next? I joined associations, didn't do my outreach. I went back and called back through the people I knew in my own network, that's what I did.
Anna Choi: Then, I tried to prematurely launch an online training. I had two people come, and it was like 500 bucks each. I was like, I just need more validation, and proof of concept. That went okay, so I was doing all these different things that first year. My success, and the revenue I've generated has come from this year, when I focused, and the last few months really, is when I went [inaudible 00:27:29].
Sam Ovens: Take me through it. You found the problem, and then you had an ADD spasm.
Anna Choi: Right, yeah. Totally, yeah.
Sam Ovens: Everyone has one of those every now and then. Then, how did you get the focus? What was the wake up call that made you be like, shit, I'm being spastic, I need to focus?
Anna Choi: Let's see. Well, like I said, I was a leadership trainer, so I was spending 10, 20 hours a week doing that, and that ended. That was a thing that I had said would end by the end of this year in February. That was a driver, because obviously that had me then be like, okay, I'm not in this part time thing anymore. I'm going full in, kind of thing. That was probably one of the, honestly, the biggest things. I had to get over some mindset stuff about, I don't need to make more. Do I want to make more, that whole thing. I'm find where we are, to like, why do I want more, and then going for that. Then, honestly, I just started this, being really rigorous with five outreach a day, probably like in March.
Anna Choi: Because, I had the whole, that's what happened. Now, I remember, I'm sorry it's taking me so long to figure out. I did the Facebook ads, and totally failed. Then, I ran out of money, so I had built up like 10, 15 thousand I could reinvest back from the last year, right? I was like great. Now, I'm in position, I've got my proof of concept, I had my three paying clients at 2000 a month. They all stopped, they went through the six months, and then they all stopped in December, so I was like crap, every December. I had no clients essentially, and then but I had built up a bank to invest in. I was like, this is my perfect time to invest in Facebook ads, I'll make a funnel for the new year, buh-buh-buh-buh-buh.
Anna Choi: I went offline, and it was silly, but I didn't do any marketing during that time. I just did the Accelerator to build the stuff. Because, I haven't ever built a funnel. I've always been in person kind of organic reach out stuff. I poured myself into ad copy, and just really perfecting my VSL. I did it a couple times, probably too much so. But, anyway, I massively, I put 2200 into Facebook ads in my first month. I was like, go big, or go home. I'm gonna get more data the more I put in. I'll learn a lot, even if I lose it all. Had 80 leads come in, two strategy sessions, one of them ruled out, one of them I had, and that did not pan out. I was like, of course, I'm gonna make at least one client back to make this worth while, and then I'll re-funnel it back in.
Anna Choi: Then, because I had the surplus, that I've never really had before, I was like I'm gonna go hire some ... I hired some spiritual mentors that were like five grand. I just went and spent. Then, I had no money, and no results, and no clients. I went back to the drawing board in March. It really was just in March of this year, and I just religiously did my morning ritual, my mindset, my Alchemy planner, my five direct outreach, and it took three weeks to start getting results, and things set up. I was surprised how fast it happened.
Anna Choi: Then, it just built up. The May's results of having a big month was from ... I was talking to my husband about this. I think it's from earlier, not March, but in that, even those winter months. Because, I did a speaking engagement that landed four of the paying clients. Now, I'm doing a group coaching program, and it's launching in a couple weeks. I'm just having 12 people, I've got nine people in, and three more spots. That VSL that I poured over, and all those ads gave me the main, the signature talk that I give, but I had vetted it so many times at that point, so I think that's why it really hit and resonated with people. There was only like 20, 30 people that thing, and I converted four into $1500 from one strategy session. Anyway, so that was part of the bump from May. But, anyway, the point was all that work started to pay off later.
Sam Ovens: Good, yeah, there's always a point that makes someone focus. That's why I asked, I said, what was the wake up call? There's always one. It's always when someone just thinks that they know what to do, starts, but isn't right. Do you know what I mean? Because, there's times when you think where you can actually not pay attention to the instructions anymore. Once you've mastered the instructions, you can actually start to reinvent the instructions. Do you know what I mean? At first you, want to imitate, and then later on you want to innovate. But, the mistake people make is, innovating before they can even imitate.
Sam Ovens: The instructions in Consulting Accelerator are there, and if someone doesn't have any clients, then they're probably not smarter than the instructions. Do you know what I mean? But, once they follow those instructions, and got some clients, and all of that, sure. Now, they might be able to outsmart the instructions, and create something better. But, in the beginning, it's best to just follow them. Do you know what I mean?
Anna Choi: Totally. Totally, you got to do it by design, until you master it.
Sam Ovens: But, in the beginning, some people go off the instructions, and then like what you did, and then things breakdown. Then, they come back, and they're like, all right, I'm gonna pay attention to these damn instructions.
Anna Choi: Then, they do it again. That happened last year too, because I was like I got to get to three paying clients, that was my mantra. You always say, don't, you got to get your first 30 calls. I didn't get to 30 calls last year, I got to like 20, but I had a high conversion ratio. But, then I was looking at why did I stop marketing? Oh, I've seen this on the Facebook thread a lot, I think a lot of people deal with. They get the first two, three clients, and then they want to deliver, so they stop marketing. But then, that puts you in a bad place later.
Sam Ovens: You can never stop doing anything. You can slow it when you're trying to deliver, but you can't stop. Because, the clients you get this month, probably from efforts you made three months ago, right? When you, people make this mistake all the time, they stop doing some stuff, and it still trickles. They're like, oh cool. Then, three months later, bam, it bites them.
Anna Choi: Yeah. When that went through, yeah.
Sam Ovens: That's why you have to keep that thing going. Some is better than nothing, so sure, if you've got to deliver on some clients, you're going to be doing less outreach. Because, you're gonna spending say, 50, 60% of your time on delivery, and only, you're gonna have 40%. It might get cut in half, but it's not nothing. The key is just to never have nothing. Because, that nothing is dangerous, because it'll bit you.
Anna Choi: You should do a blog on that.
Sam Ovens: We find that with ads too. We never do nothing. We get the best results when we advertise all day, every day, all the time. Because, it just builds momentum. Because, a lot of the results we're getting now, are from people who have seen the ads ages ago. A perfect example is, I just held the mastermind on the weekend, and one guy, he first saw an ad for me two years ago. He didn't buy back then. He continued to see the ads. Then, all of a sudden he decided to join Uplevel, he bought that. He watched half of week one video one, and was like, oh my God, and then bought the mastermind. He went from, that was two years of chipping away at Adam, and reminding him. Then, boom, and buys everything.
Anna Choi: Huh?
Sam Ovens: That happens a lot, seriously. That doesn't mean you want to rely, be like advertising, or doing direct outreach, getting nothing now, and being like, "Oh, it's okay, Sam says it's gonna happen in two years." No, no. It has to work now too. But, the big, the awesome results, the momentum, that gonna happen later on down the road. That's why it's so important to never do nothing. Because, you're building that momentum. Once you let go of come momentum, it's like you got to rebuild it up again.
Anna Choi: Yes, just like working out.
Sam Ovens: Exactly like working out. If I miss one, like legs day for example, that means that if I go back the next to do legs it's like, that means it's only been 14 days in between, two sessions, because I do it once a week. It's noticeably weaker. That's just with one week of not doing it.
Anna Choi: I just was, I do Taekwondo twice a week with my son, and I missed two Fridays, but I still kept the Monday's. Huge difference. I was all off balance, my focus was off. I was like, uh, this is killer. We got to keep on. There's a difference if you do it once, versus twice, versus three times a week, right, and then all the segments between.
Sam Ovens: Yeah, that's why I like to do the most important things every day. Because, that way it just becomes such an ingrained habit, it's just happening every day.
Anna Choi: Yeah.
Sam Ovens: You had this wake up call, you started focusing again, you started doing direct outreach again daily. Within three weeks, you start to see the results. Tell me how you did direct outreach. Was this on LinkedIn, Facebook, email? What was your method?
Anna Choi: Before my three clients?
Sam Ovens: When you started focusing this year in March or whatever.
Anna Choi: This year. I did, yeah, so I actually went back to those directories that I was talking about, that I was member of. It took me a while, I had to screen each one, look at their website, see if they were a good fit to begin with. I don't work with non-profits right now. I was in the beginning, but it's to slow to get results with them, so focusing just on the profit side, social enterprise. Anyway, so I just would go through the directory, screen, and look at the website, add that to my spread sheet. I would try to get to at least, I call it bank book, but from my financial planning days. Build that up to my top, I probably only had time to do 30 at a time.
Anna Choi: Then, I had this cycle. Tuesday, Thursday, Monday, do three reach outs per prospect. My first email would be like, hey, I'm a member too. I want to learn more about your business. It looks like you're doing cool things here, let's set up a time. I'd do a discovery call. If they don't answer, I do a second email following up, hey, did you get this email. Third time, I'm like, okay, this is the last time. Would really love to get to know, learn how to support your business, but then they'd come off right?
Anna Choi: Most of the people responded. Honestly, I only probably reached out, I've had really good results. I'm good closing, but anyway. First email, I think, I haven't collated data, but I don't know, I've had like a 63% close right now. I set up the discover call, half of those probably go into strategy sessions, and then close in there.
Sam Ovens: Got it. Your offer, what are you saying you're gonna do for them, and how much is it?
Anna Choi: It's changed, but initially I was just doing the one-on-one, direct business coaching, which was $2500 a month, one time, I say set up fee, but and then they ask why, and then 2500 a month thereafter. I give the incentive base pricing. I'll waive the initially 2500 strategy session deep dive, and then give you a $500 a months discount for 2000 a month starting out, if you make a decision on the call, or within 24 hours.
Anna Choi: I did some that way, and then, but like I said, I'm limited in the one-to-one, and I see that right away. We cannot scale, and it's like too much to be in so many people's worlds, and you can't take on that many clients. Group coaching is what I'm doing now, to scale impact, and volume. I have, that's how I made most of May's money was, I went from two, three clients to 10 clients, and I offered, for that group that I spoke with, that I made four clients from, I gave them a special discount.
Anna Choi: I made the program 2500, I made an early bird special of 1970, and then incentive based, or for this discount people, 1500 on the spot. That's where most of them. I had such a weird, so many of them were like, I start with what I normally charge, and I say, you can get this all in a group coaching for 1500, and they're like, I actually had someone say, "Sold," and someone was like, "I already knew I was going to buy." I was like, is this priced too low. I might raise rates, but anyway. [crosstalk 00:42:12].
Sam Ovens: Cool. What would you say, you've started this new business from scratch, you've grown it to 10K a month. What would you say has been the one most transformative part of the Consulting Accelerator program?
Anna Choi: It's the do the work, and that would be my advice too. The five outreach a day, I know that's what snowballed it, which I got from week six. Those habits builds, and then also week two, I believe, right with Alchemy planner. [inaudible 00:43:02] Just being clear about where I'm headed, and where I'm going, and I think I overcame a lot of mindset stuff with, I didn't want to read my vision or affirmations for a long time. I was just like, uh, I'm so not there, and there's such a gap, and I don't want to face this, and just forcing myself to, I think, started to shift my mindset. I started looking forward to it. I just forced myself to do it every day during those winter months.
Anna Choi: Then, anyway, so there just became a clarity of what there was to do, and then adding in the consistency like you talk about in week six. How to do, at the very minimum, if you don't know how to do your strategy, just do one webinar a month, do your newsletter, ideally weekly, or more, or monthly at minimum. There's that cocktail. I was like, okay, I focused there, that's what I need to do. I didn't have webinar, I still don't have webinar, honestly. I need to get that going. I'm gonna do it in a week or two, create it.
Anna Choi: Then, the five direct outreach you also said, so I just was like, okay, I've done my numbers, I need to do seven and half. I was like five's a nicer number. It gave me something solid that I feel like I can actually do. Just one of those [crosstalk 00:44:21].
Sam Ovens: Have you tried meditating before?
Anna Choi: I do, yeah.
Sam Ovens: You do it?
Anna Choi: Yeah.
Sam Ovens: Every day?
Anna Choi: I do a moving meditation, but yeah, it's through-
Sam Ovens: What's a moving meditation?
Anna Choi: I could show, it's you're still, and you're meditating, and going inward into your body, but you're tapping yourself, or you're moving. It's just a different form of meditation.
Sam Ovens: Got it.
Anna Choi: But, it helps for my ADD, kinesthetic.
Sam Ovens: I can tell that your thinking isn't, it's not as clean as it could be, do you know what I mean?
Anna Choi: I see.
Sam Ovens: Yeah, so meditation helps with that, and it would get everything a lot clearer, and you just know exactly what you need to do. If you can improve that, because I used to be like that, and I would ping all over the place, and that. But, once I got really clear, and calm, and decisive, that helps a lot when you go to that next level.
Anna Choi: That's interesting, because I say I do it every day, and I did, but I stopped, kind of like the marketing, about a month ago. Which, would be it's synonymous to more of my frenetic thinking.
Sam Ovens: Now, try the one that isn't moving. Because, you want to do the one that's hardest, not thinking about anything, not saying anything, not moving anything, just nothing.
Anna Choi: Okay, I'll take that up.
Sam Ovens: Because, it'll be like torture, but the impact of that will be awesome.
Anna Choi: I'll do it, I'll take that on.
Sam Ovens: Cool. What would you, you've been in the program, and you've been in the Facebook group for, since 2016. I'm sure you've seen a lot of the other members in there. What would be your number one piece of advice for them?
Anna Choi: It's to do the work.
Sam Ovens: That's good advice. Cool.
Anna Choi: I don't think a lot of people want to.
Sam Ovens: Well, they do, because people want results. People want to change their life, people want to make money, be successful, and freedom. To do that, they have to do the work. Really, they do want to do the work, they just can't see it clearly. Do you know what I mean?
Anna Choi: This is true.
Sam Ovens: Cool, well, thanks a lot for jumping on and sharing your story. I'm sure it's gonna help a lot of other people, and inspire some people too. Where can people find you, because we're gonna put this on YouTube, if someone's interested in what you're doing with this whole mission driven social impact thing, how do people find you?
Anna Choi: Yeah, it's www.AnnaSunChoi.com. A-N-N-A-S-U-N as in Nancy, C-H-O-I.com.
Sam Ovens: Cool. Well, thanks a lot, and we'll speak soon.
Anna Choi: Great, thanks bye.