Interview Darla Kirchner

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Interview with Darla Kirchner – Transcription

Kate:     Hello, and welcome to the first in our series of interviews with everyone from entrepreneurs to fellow email marketing experts where we will be finding out how they use email in their business to give you inspiration in your own work. Our first guest is Darla Kirchner. Darla is the founder of Creative Biz School, an online learning hub for creative entrepreneurs to grow their business online so they can be successful doing what they love.

Welcome Darla, it’s so great to have you with us today.

 

Darla:    Thank you so much Kate for having me on, it’s been lovely being here. I’m excited to talk to you today.

 

Kate:     Fantastic, so Darla introduce yourself and Creative Biz School and what prompted you to get started as an entrepreneur and set up this fantastic hub.

 

Darla:   Well, I have to say I have been an entrepreneur for probably as long as I can remember. My grandfather was an entrepreneur, my father was and I think I get it honestly hereditarily. I actually started my career in the corporate world and then after I stayed home to be with our first child I knew I wanted to be able to stay home and be able to develop my career as an artist, and so that’s really how it started and I have been going down the creative field for many years, about 20 years now, and along my way have learned the ins and outs and the right way and the wrong way to do things, and about three years ago I did a big shift and decided that I really needed to refocus my priorities back to my family because I was working so hard and so I decided to make some changes and I saw that things were happening online and noticing that I was getting a lot of customers and clients online too and honestly I knew that there was no one and no place to go to, that could help me grow my business online as an artist and as a designer. I thought well this is my opportunity and that’s how Creative Biz School started and evolved and I love doing it, and sharing and helping other entrepreneurs grow their business online especially because I know that is really where everything is.

 

Kate:     Absolutely, that sounds fantastic, so it’s really built into you to be an entrepreneur and really forge your own path which is fantastic, and at the same time you have that corporate experience as well to marry those together and shoe how you really follow your passion, but also really make a business out of it and promote it online. When entrepreneurs and creative business owners come to your website what can they find there? What is on there for them to explore?

 

Darla:    Well I actually started out blogging about, gosh, it’s been over a year now and I had blogged in the past and I was basically blogging for myself and that was ok, that was a few years ago when blogging became really hot and everyone was really starting to use it. I had gone to a conference, you had mentioned about being in the corporate world and marrying the two, and it’s very true because I had done that in the corporate world. The company that I was with was a textile corporation and they required all of the managers to have 40 hours of continued education a year. I have always been a learner, I love to learn and I love to grow and things like that and I had started taking a lot of courses online.

Basically I started blogging and I had gone to a conference and I spoke to an expert, and he had said that if you really want to start building your website you should start blogging and be very consistent with it. I did that, and that started to grow and I have people that are following me that opt into my list because I do understand that email marketing is so important and so I started giving people free information so they can opt in and they get weekly updates from me. My blog site is probably my biggest thing that people come to, and they find me through social media as well.

I started developing work books and e-courses and that has really been very helpful. I really try to do more of a casual learning experience but it is something to help them to learn and to grow in areas that they may not necessarily focus on if they are creative because a lot of creatives want to work on developing their skills in whatever medium they choose to be in. it is not always easy to develop the business side so that is why I wanted this to be a causal experience where they can grow and learn through either work books or online e-courses

 

Kate:     That’s really great, and for creative people out there it’s definitely the place to be to learn all of that information and also meet likeminded other creative entrepreneurs through you and through the website and the course that you have. That’s really fantastic and you mentioned there that you have a real content strategy with your blog posts and getting that valuable content out to people and you use that as a way to build your email list and I think for a lot of business owners, and it seems for yourself, email really underpins thing. How else do you drive people to your website, how else do you market your products and get those email sign ups as the big result at the end of it?

 

Darla:    Honestly I have had an email list for year, for 20 years I have had an email list but I was not really actively using it and in the last couple of years I have really been trying to focus on that because ultimately that is where you want them to be because       I was doing on social media, for instance Facebook is a very hot place for me to be, and also Pinterest because I work with a lot of visual artists and so I have a pretty good presence on those two platforms but ultimately you want them to be on your list. If you’re on Facebook they have their own list and that is their business so they can do whatever they want with it so if you have your own list then it’s easier for you to be able to promote your stiff and share with your audience things that can help them and their business grow. I started to really research it and find out what people wanted and so the first thing I did to get them to opt in was to give them really good valuable information on the blog post and so I really tried to offer what I think that they need to hear and what they want to know and then I also do things like you’re doing, I interview experts too so I can share their expertise as well. I give that valuable free content and free information every week and send out emails on a weekly basis and that tends to really help get people on my list and people want to know so they can grow their businesses.

 

Kate:     So using that really valuable sign up offer, using those social media sites to promote it, so you mentioned Pinterest and Facebook and obviously for your business where it is very visual, it is those creative elements for artists and creative entrepreneursThose are fantastic channels and are very visual and those are what are working for you to drive traffic at the moment, is that right? The social media sites are great for you.

 

Darla:    Social media sites are very good for me. I am learning, and I share this with my students and clients too, that start with one area and get really good at it before you go into a different social media. You also need to be where your ideal clients are, you need to be where your target audience is. For example, I started a Twitter account the same time I started Facebook but Facebook was easier for me to understand. I let Twitter sit stagnant for a while as I needed to focus on one area. So now my Twitter is starting to grow and I am starting to engage but starting in one place and growing and learning from there has really been helpful. For me, I am on Facebook and Pinterest and Google Plus. I really like Google Plus a lot; 1 Google owns it and it’s great for SCO and its another way to find new clients and my audience that can help grow and build, and ultimately to attract them to my list.

 

Kate:     Absolutely, because like you said earlier, Facebook, Pinterest, they own the rights to those people logging into the sites, and just because somebody has liked your page for example, or re-pinned a post, or whatever it may be, you don’t have access to them 24/7 and we all know that Facebook’s organic reach for example is a few percent of your audience it think now, it’s so tiny, and people may not see those messages, but with email marketing, like you said if you can convert them from those channels to feed through to your email marketing program that’s where you can then build in your sales funnels, you can contact them as you do with your weekly updates to again deliver more valuable information. It’s having that value in your own hands rather than leaving the value with Facebook or Pinterest or Twitter or whatever platform you may be using, Google Plus.So I think absolutely you’re right there Darla, the key is to mix them altogether. Everything that’s driving traffic to your website should be leading through to your email program because you don’t want to miss anybody. If you’re spending that time driving people to your blog content, driving them through to various different post on your website, you want to make sure that once they’ve really enjoyed that free content that you have given them, or the offer you’ve given them perhaps, that you can still contact them and you can provide them with more value, more information. What you’re doing sounds absolutely perfect!

 

Darla:    Thank you. I like to learn and I try to apply things and sometimes things work and sometimes they don’t, but I will tell you that the other thing I learned a while ago, and I know that you do this too Kate, is I try to have an opt in on every page, every page that I know is important on my website has an opt in. Literally yesterday I had a couple of people that opted in, into my list and they opted in through the blog post. Last time I checked on my Google analytics about 50% of them do that, they opt in through a blog post, so I know blogging for me is really working because that’s helping my audience so you have to test it and fine out what works for you as well.

 

Kate:     Absolutely and you’re right, its knowing your ideal customer, its knowing who you want to attract to buy your product and service and really creating value and content directly for them so I totally agree with you there. In terms of putting your opt in in a blog post that is absolutely a fantastic way of doing it because people are coming in and reading your blog post and they’re loving your blog post of course because its fantastic. Once they have gone through that they are thinking, yeah, I love this information, if they’ve read to the bottom and got to where that opt in in box is, it’s absolutely prime space to gain that opt in. You’ve given them the value you’ve showed your knowledge, you’ve shared something funny, whatever it may be in that blog post, and then you’ve driven them down and given them the option to opt in. You’re absolutely right and from the statistics that your showing there it’s absolutely working for you, so you obviously creating fantastic content so that’s really brilliant.

 

Darla:    Thank you. I think you were the one that shared with me to make sure I have an opt in on the bottom of my blog post and I know that that’s making a difference.

 

Kate:     Your right, you’ve got to put it everywhere. It’s got to be relevant to the page it’s on, so that might mean changing your opt in offer or whatever it might be, slightly changing the wording you’re using but absolutely, your website should be that window that everybody can go to and they can sign up to your email to get that further value. You’re absolutely right, put those sign up forms everywhere!

 

Darla:    I was very shy at first, I thought its overwhelming, it’s overwhelming, but now I have a pop up!

 

Kate:     You’re absolutely right! Thank you for mentioning pop ups because there are a lot of strong opinions one way or the other and I think the key to pop ups is to allow people to close then easily, that’s the first thing. To make sure that they are very well designed, to make sure they are not too intrusive, they do not come up too quickly or as you’re trying to complete another action. I think as you said earlier it’s about testing for your audience, because some audiences won’t like pop ups and it won’t work for you, but for others you’ll really increase the number of sign ups you’re getting. That was a great example to bring up there because I think it’s something that needs to be addressed. You will see blog posts that say “don’t use pop ups, they’re awful” and others that will say “they’re brilliant, use them all the time”.                You do have to test it for your audience and I think with whatever marketing your using, and particularly email marketing and where the technology makes it so easy to do, test everything that you can. Never rely on industry statistics, always take them with a pinch of salt and test them for your individual audience because you may see that something that’s working for other people may not work for your audience and there’s a slightly better way to tweak it. That’s great Darla. Just while were on the subject there of linking in to the technology and obviously you can use that to do AB Split Testing and try out different things for your audience, what are you using, what system are you currently using for all this email marketing that you’re doing

 

Darla:    Which platform?

 

Kate:     Yes, which platform are you using to do the physical sends and allow you to have the technology to analyse your results etc?

 

Darla:    Right now, I’ve used a few different ones and right now in using Aweber but I think I’m going to be switching over, I am actually in the process of switching over to Mail Chimp. That is honestly because I listened to my friend who is an expert, Miss Kate (!) and I know that there are some tools that Mail Chimp offer that Aweber does not necessarily offer that I know I want to dive deeper into. You have to find the right one that is going to work for you. I started out with Mail Chimp and then I went from Mail Chimp to Constant Contact. I liked Constant Contact     but I switched to I Contact, I didn’t really care for that as much, it just didn’t offer the flexibility I needed. Aweber is working and so its easy use but there are some tools that I want to be able to do that I can’t do with Aweber now, so I am in the process of moving back to Mail Chimp/

 

Kate:     Absolutely, I think you’re absolutely right, different systems will work for different people, it depends what you want to do with them, it depends on your budget, as does everything when you’re an entrepreneur and a business owner. What is it that is making you move back over to mail chimp, what is it that your missing in Aweber that Mail Chimp is going to provide for you?

 

Darla:    One of the things I have learned literally over the last year, and specifically the last six months, is how important it is to have a sales funnel, and to be able to have auto responders. I have my email list and I am emailing them on a weekly basis but I also send out periodic, when I’m having a sale or if I’m offering a new product or a new service or a new program and so that is all wonderful, but you also want to have what you call an auto responder so that you set up an automated series of emails once they go through a program or after a sale of some sort and Aweber does not provide some of the intricate tools I need to cross over my different multiple list.

 

Kate:     Absolutely, I think that’s one of the key things there, what you are looking at is offering different valued added products to get people to sign up or putting the sign up form in different places and you want to be able to segment your audience and send them different triggered emails, so it is a little bit more complex I believe than some of the functionality in Aweber and I think the things is there when you’re getting started the low cost systems are fantastic and different low cost systems are fantastic, and different low cost systems will give you different functionality and I think in this case Mail Chimp is just picking up those few extra little bit more advanced features that you want to start looking at in the future with your campaigns. Even Mail Chimp has its limits and I would say that there are three types of providers, there’s your entry level, your low cost providers, your Mail Chimps your Aweber. You’ve got your medium level systems and then you’ve got your high level systems which are going to set you back quite a bit of money! I think that’s the thing, it’s figuring out what you want to accomplish with your email marketing and which system is going to fit your needs the best and I think what you’ve shown is when you’re getting started you don’t need to be scared about being tied into these one system, that’s the great thing about these low cost systems. A lot of them don’t have contract periods, it’s a monthly cost, or perhaps a free trial or whatever their deal might be. You don’t have to be scared of being tied into one, you can try different systems, see how they work for you and using email marketing and then as you move up grow your business and perhaps move to medium level system, you know what you want and you know what you’re looking for and you know what you want to get out of the system. It’s really interesting to hear that you’ve tried a few different ones, you’ve not got on with them, whereas other people will, but for your needs they are not quite meeting your needs and you have made that entrepreneurial decisions, “No, we’re going to stop and we’re going to try a new system and we’re going to see how that work for us”. I think that sounds great, and when your just getting started you’ve got to fund something that’s good for you and works for your business, not for anyone else, something that works for you. That all sounds great.

 

Darla:    Thanks, I know that when I started, I mentioned to you earlier, the very first thing you do is put out a little list, what I did in my art shows, and I would say, “Oh would you like to receive information?”. I wasn’t giving them anything other than a newsletter but I wasn’t always consistent with that newsletter, so at that time I was using Mail Chimp and Mail Chimp was a little awkward to use and wasn’t user friendly and this is going back 10-15 years ago. So then I switched to Constant Contact, I found that to be very helpful because it was very user friendly, it was very WYSIWYG. I was able to put in an image, I could write something like I could in a Word document, have it go and it was great, but I did not know what I know today as far as the value of having your email and all you can be doing with it so now that I’m learning, it’s an easy transition to take your list and move it, so they make them very easy for you to do that.

 

Kate:     We know that your sending out a regular email and we know that your setting up an auto responder sales funnel for these different channels coming in, so what does email mean to your business, what is it giving you that other channels aren’t giving you?

 

Darla:    That’s a great question. Basically it provides for me ownership. I own this list. These are people that have opted in and with either of the services or providers, I think it’s legally you have to have the unsubscribe button. Very few people opt out, and if they do that’s ok.               It provides me with this list, these are people that want to hear from me, they know they hear from me on a weekly basis and I am able to send them information of my services and of the programs and things that I provide that they can get from me on a weekly basis. It’s something that I own, so that’s why it’s so important to me have this list and know I understand the importance of growing it. I’m all about community and growing my network too. I would say it’s really just knowing that these are people that want to hear from me directly, that I don’t have to go out to Facebook and pay for an ad. That’s the beauty of it.

 

 

Kate:     You’re right. It’s building a relationship with those users which is something you do fantastically well I know Darla.                That all sounds fantastic and I know again as we have talked about as you are moving forward in your email marketing future and your plans and those plans are to start using that segmentation, to start drilling down and we’ve talked about your ideal customer in this pool as well and starting to provide even more personalised content for smaller groups so really breaking your list down into your different ideal customers and providing that different information for them or breaking it up depending on how they signed up for list, and what free value they got when they signed up, an e-book or whatever your offering on that sign up and that’s really where it’s at. Its beginning that relationship and getting personal with it, it’s taking it from mass communication to one to one. Everything that your planning and where you’re at and what email means to your business is absolutely on target and you’re doing all the right things which is fantastic to hear!

 

Darla:    Well thank you, I learned from the best too! I listen, and talking about that, it’s about building relationships too and I have to say, you and I met through a continued education course. You have to invest in yourself and you have to invest in your business, and in the areas that you might be weaker in, you have to find the resources or the tools to help you grow in those areas. Putting yourself out there, especially online is a little challenging for some people because you think “Oh I don’t know these people” but you do really develop some wonderful relationships and you have to just get over that challenge and hurdle and put yourself out there.1, invest in yourself and 2, don’t be afraid to get into chats or groups and things like that. Facebook is awesome for those kind of things too. That’s how you really start to connect and build relationships with either likeminded colleagues like you and I, or to fund other potential clients and you can also find your target market too.

Kate:     Definitely, and you hit on another point there, in terms of consistency and you said at the beginning you weren’t fantastic at getting that consistency. How did you overcome that? How did you gain that confidence to be consistent in your communications and the content that you’re putting out there? How do you get that consistency and come up with new valuable content for your readers?

 

Darla:    The first thing I did was I listened. I listened and I learned from the best and that’s the first thing, and then you start applying it. You really have to commit, it’s a commitment. Consistency is king, I do believe that. I found before when I had my email list I wasn’t consistent and so for a while when I had my business, my art business evolved into a functional ceramic business, I did quite well with that and I had nice team, but I was still running the whole thing, I was running the show. I did commit to myself to doing twelve newsletters a year I thought, ok I can at least do something 12 times a year and I found when I did that I always got sales. People would come and they would go, “Oh you’re having your spring time event, that’s awesome!” and I would say “Bring a friend and get 10% off” or something, and they would always bring people and I always notoriously got sales, but I wasn’t always consistent with it until last year. When I became very consistent and dedicated the time to it, 1, it got easier, it got easier to find the right content and 2, I got faster at it and then I started drawing more people that started coming to me and opting into my list and wanting to hear from me. I crossed over, and set new blog posts on Facebook and I put it on Pinterest I put in on Instagram, I put it on Google Plus and I’ll tweet it out and then I get more people coming to the list because I’m using those channels to drive them to my website.

So its consistency and dedicating and committing yourself to it.   Just commit to one thing and if you say you can only do it for once a month the just do it for once a month, but the more consistent you are the more frequent you are, your are staying top of mind to your clients and to your audience. That’s the key, and email is the way to do it.

 

Kate:     Absolutely, it gets straight to them then, you’re not just putting it out into the social media atmosphere, you’re sending right into their email account so that they can get that information from you, driving the, perhaps to you newest blog post so they don’t miss it on your website or letting them know about something that you’ve launched. Really taking that content, knowing again your ideal customer and what they want to hear from you and putting it all together. Is that what I’m hearing there? Is that the summary?

 

Darla:    Absolutely. You’ve put it perfectly.

 

Kate:     Brilliant, that sounds great. That’s the best way to start generating content, and valuable content, so that sounds fantastic.

So Darla, we need to get into the nitty gritty now. Have you ever made an email marketing error, and if you did how did you deal with it? Has anything ever gone wrong?

 

Darla:    Oh gosh yes! I think this is a great question because we are all human and everybody starts somewhere. I would say the first thing I ever did was I was not using it, that was my first big mistake, I was not using my email list. They obviously gave me their name and their email for a reason and they wanted to hear from me and I was not sending out constant emails to them, so that’s my first big mistake, but then I learned. Recently I have been very consistent, for the last year and a half, but I have to say, I think it happened about a month or so ago, where I sent out an email and I sent the wrong link and it didn’t go to the right place. I usually try to test it but I was rushing and trying to juggle three things at the same time. I went ahead and sent it and I realised I had sent the wrong one out, so I just sent out another one and apologised, and said this is the link.

 

Kate:     Absolutely perfect. Again, we’re all human, it happens every now and again to even the best of the best people, even the top people makes mistakes and the best thing that you can do, especially for something like a link not working, is send out another email, say sorry and I’m guessing Darla, that the apology email probably got a higher open and click rate than your original email did.

 

Darla:    I think it did actually. I’m sure it did, because I even put in the subject line “Ooops, so sorry” or something like that so they knew.

 

Kate:     People are then curious “Ooh, what did she do wrong, I’m going to have to have a look at this now!” That’s great to hear how you dealt with it and how it was dealt with it in a timely manner. It’s all about the customer service at the end of the day  and making sure that you do what you would do in person. If you stood on somebody’s foot in the street, you would say sorry, it’s the same thing online and you did absolutely the right thing there. I think you mentioned about not being consistent as one of your errors as well is absolutely right. When people think of an error they think of something physical, they’ve made a spelling mistake or something like that, and actually it is much more than that. It’s not implanting the strategy that you know is going to work for you. You mentioned that when you did do those monthly emails you saw revenue come in, you saw more traffic to your website, your saw that response from it. You’re absolutely right there and that’s great to hear how you overcame those challenges and what you’re doing now.

So, what’s your biggest email marketing challenge right now?

 

Darla:    Probably learning how to, like you said you know, we all start somewhere, and you have layers. I think of things as peeling an onion away. Now I’m taking the top layers away because I’m understanding the value of it and now I want to learn how to talk to my clients and segment them out and then the auto responders     so that I’m being very consistent with that. Like you said, a lot of us we’re for the most part solo entrepreneurs who might have a VA, we might have an assistant, but you’re doing a lot of it on your own so I f you can have something that’s automated then that’s awesome, and a lot of these providers offer that. That’s probably my biggest challenge right now, is making sure that I am talking to my ideal clients, segmenting my list and sending out the right auto responders that is going to get them to get better open rates.

 

Kate:     So it sounds like normal challenges that people have and I think it comes back to as you said learning about those new technique, learning how to get it right, how to bring in the best practices, how to test it and really get it there for your audience. They are hard challenges, but I know that you’ll overcome them Darla, and I know your real technique is the same as mine, the more you learn the better you get at different areas and the more you can grow your business and that’s why we’re here at the end of the day, is to grow our businesses, it’s to talk to people who are interested in our products and services, those prospects, those leads that want to hear from us. Really good luck with getting through those challenges and I am sure you will be absolutely fine. You’re well on the right road to overcoming them and getting where you want to be and meeting your objectives there, so that sounds fantastic.

Something else that I wanted to ask you is, in terms of overcoming those challenges in your future email marketing plans, what are you working on in your business right now that email is really going to help you with? That you’re setting up perhaps a series around or using email to promote in some way. What is it your working on at the moment?

 

Darla:    I am presently in the last two weeks of launching my new e-course which is called “Your Complete Ideal Client”.   I know how much this has helped me. Two fold actually, 1, when you know who your ideal client is then you know how to talk to them, you know what their wants and needs are, you know what their pain points are, you know how to service them because you can put yourself into their mind to help them so that will help you find the people you want to work with and vice versa, the people that want to work with you.

 

Kate:     And how to develop that fantastic personal content as well that really hits the spot with them, once you know that information that’s how you can start to generate contents ideas for your email marketing and for your social media and every other piece of content that you would ever want to write, and its knowing them and drilling down into the nitty gritty of what is going to get to them, what’s really going to hook them in and what do they want to know about that you’re offering, so that sounds fantastic

 

Darla:    And that too is because I am developing and working on this course, the end result is to help them drill down    , but also to help them find what they could then offer as free content to get them to opt into their list. Once I really sat down, because I had heard about this for years, and I went to school art and design. I didn’t go to school for marketing and most certainly did not go to school for entrepreneurship or online, so that’s why I invested in myself and invested into taking those courses to help me develop in those areas. One of them really helped me focus in on that, and said sit down and create your ideal client, so when I did that I saw how much it really served me, so much so that I took my freebee, my free product that I offer, which then was a resource book and I was able to recreate something completely different that would help my ideal client. I would probably have my opt in rate, I’ll have to check my numbers, but I know it’s significantly higher with this new free offer that I give to them which is good valuable information to get them started online, but because I knew who my ideal client was, who she is and how I could help her I was able to provide something that would help her with her business and so by doing that I’m getting more people opting into my list. That has been really been very helpful for me. Some things I’m working on right now is I’m trying to work on creating now auto responders for the people taking my course so that I can send them the information that will help them with this course and trying to develop more email campaigns for them and for other people taking future courses.

 

Kate:     Fantastic, and we’ll put a link below this recording to your course and it’s certainly a course I’m excited to take and be able to merge my knowledge with the strategy and best practice from an email side, but my weakness is more from a copy side. It’s really an art and a skill and I think by really digging down into my ideal client and really getting a picture of who he or she is and really knowing what makes them tick that’s going to make my life so much easier in terms of blog content, in terms of writing content for me emails to make sure I’m really delivering what they want when they want it, so its marrying those two things together.

We’ll put a link blow to that course because content I know is something that people find difficult and a lot of people struggle with and creating your ideal customer, and I know going through your course is going to make that super easy for us and really lay it out and that’s what a lot of people need is some help doing it, because it’s a tough thing to do, to really drill down and get in to their mind set, it is a tough task and hopefully I think your course is going to make it a lot easier for us, talk us through it step by step, show us how to do it and then use that knowledge to create content for emails, blog posts, whatever it might be. I’m personally really excited to take that course, and like you said, it doesn’t matter how much you know, what you’ve done in the past, you’ve got to continuously keep learning and updating your knowledge. I’m really excited for that one Darla

 

Darla:    Thank you, of course I will be happy to send you the information on it. I know how much its served me. I try to look at from that perspective because the ideal client, the target client I am really focusing on for Creative Biz School is a lot like me, and sometimes you’ll find that.   Usually when you start you want to have a few ideal clients, depending on what your target is for your business. I know how much it really has served me and if I can save somebody else months or years of time to get them further faster in their business, then that’s what I want to do. I knew that this was the first place to start.   That is something that I am happy to share with you honestly. It has videos, it has a work book to follow. I try to have it in a very step by step format so that it’s something that you can focus on, but the biggest thing is once you have invested in it you want to make sure that you’re blocking time to invest in doing it too. That was probably my biggest thing that I did not do. I would say “oh yeah, I know who my ideal client is, she’s in my head”. Not until I sat down for hours and did it that I really had a better understanding and knowing who she is now. It makes it very easy to talk to her.

 

Kate:     And so worth doing, such a valuable piece of work to spend time doing because it will inform everything that you do in future for your business. I’m really looking forward to that one

 

Darla:    I’m happy to share it with you.

 

Kate:     I’ve just got one more question for you to round off our interview and it’s a question that we’re going to be asking everyone that we interview just to round everything off. Which business people do you most admire and why? Who most influences you?

 

Darla:    I have to say, of course you have the big people, the online experts and the thought leaders and such. When I was in corporate it was Stephen Covey. I tend to go for people that I admire and a lot of them tend to be females and such. I love Marie Forleo and Amy Porterfield and Danielle Laport, love her but I also love people that are like me.   I like to really work with the people that are on the same par as me.       I admire people that are in the same arena as I am in, because we always want to help each other out. Honestly Kate, I have to say you are one of the people that I admire. It’s true!

There are others that I love too, Lisa Stoops and there’s a lot of other people. I tend to admire people in the same arena as I am. I would say that I admire Kate Barrett!

 

Kate:     Ah, thank you Darla! What a good way to round off our interview! Thank you.

 

Darla:    You know me well enough to know that I speak the truth, but I love a lot of people like that, even like Mia Angelou. I admire positive influences, people that want to make a difference because that’s in the end what I want to do, I want to make a difference doing what I love, and I want to make a living out of it!

 

Kate:     Absolutely, don’t we all! I think that’s the perfect note to end on Darla. Thank you so much for your time today.   You’ve shared a massive amount of information about your business and what you are up to, and what’s working for you and what’s working in email for you and your future plans. Thank you so much for sharing that with us. Hopefully it’s really helpful to our listeners to start inspiring them as to how they can use email marketing in their own businesses and be as successful with it as you are. Thank you very much.

 

Darla:    Thank you for having me on. It’s been a pleasure talking to you today.

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