1 00:00:00,049 --> 00:00:00,949 Erin Austin: Hello ladies. 2 00:00:00,949 --> 00:00:03,590 Welcome back to the Hourly to Exit podcast. 3 00:00:03,797 --> 00:00:07,910 I am very excited to have my first repeat guest this week. 4 00:00:08,249 --> 00:00:09,020 Patty Block. 5 00:00:09,020 --> 00:00:09,500 Welcome 6 00:00:09,505 --> 00:00:09,810 Patty Block: Patty. 7 00:00:10,301 --> 00:00:10,691 Thank you. 8 00:00:10,691 --> 00:00:11,771 I'm so glad to be here. 9 00:00:12,090 --> 00:00:12,300 Yeah. 10 00:00:12,300 --> 00:00:12,831 Oh, I'm very 11 00:00:12,836 --> 00:00:13,980 Erin Austin: excited to have you back. 12 00:00:14,170 --> 00:00:16,810 as I mentioned the last time you were here, there are a million things that 13 00:00:16,815 --> 00:00:18,340 you can talk to this audience about. 14 00:00:18,596 --> 00:00:22,577 Very accomplished in many areas of helping women entrepreneurs, but we're 15 00:00:22,577 --> 00:00:25,187 excited today to talk about your new book. 16 00:00:25,451 --> 00:00:30,347 So first, please introduce yourself to the audience, and then tell us about the book. 17 00:00:30,930 --> 00:00:31,980 Patty Block: I'm Patty Block. 18 00:00:32,520 --> 00:00:34,860 I focus on helping women business owners. 19 00:00:35,224 --> 00:00:41,560 Unmask their hidden advantage and then unlock it so that that special something, 20 00:00:41,836 --> 00:00:47,719 that special attribute that you have that brings value to your clients can really 21 00:00:47,732 --> 00:00:52,452 help you build your business, attract right fit clients, and boost your revenue. 22 00:00:53,143 --> 00:00:53,678 Erin Austin: That's wonderful. 23 00:00:53,708 --> 00:00:53,828 Yeah. 24 00:00:53,828 --> 00:00:58,010 We both have in common that we primarily work with, women entrepreneurs. 25 00:00:58,281 --> 00:01:03,175 And as I was reading your description of your book helping women unleash 26 00:01:03,175 --> 00:01:06,265 their inner power, so you used words, kind of feminine words 27 00:01:06,265 --> 00:01:08,185 like inner power and prophet. 28 00:01:08,215 --> 00:01:11,515 Well, prophet is not feminine, but I think of it as a feminine word and 29 00:01:11,515 --> 00:01:13,382 Patty Block: joy and so. 30 00:01:13,620 --> 00:01:16,577 For your book, like is it geared to 31 00:01:16,577 --> 00:01:21,105 Erin Austin: women and are there specific issues that women have around these 32 00:01:21,105 --> 00:01:24,388 issues about understanding their hidden advantage that you help them work with? 33 00:01:24,800 --> 00:01:25,308 Patty Block: Yes. 34 00:01:25,524 --> 00:01:29,726 So, my book, I wrote it specifically because I had seen 35 00:01:29,726 --> 00:01:33,863 so many patterns and I didn't hear anyone else talking about this. 36 00:01:34,327 --> 00:01:39,037 there are patterns specifically for women and roadblocks that I. 37 00:01:39,484 --> 00:01:43,354 I am helping my clients overcome, but I realized I wanted to reach a 38 00:01:43,414 --> 00:01:47,944 larger audience because running your business does not have to be a burden. 39 00:01:48,173 --> 00:01:48,254 Mm-hmm. 40 00:01:48,499 --> 00:01:53,384 And I can teach you how to do that in a way where you really are working 41 00:01:53,384 --> 00:01:57,744 with the people who value you the most and are willing to pay for 42 00:01:57,744 --> 00:01:59,364 the kinds of results that you get. 43 00:01:59,790 --> 00:02:04,811 So what I teach is a several step process of how you can achieve that. 44 00:02:05,411 --> 00:02:07,782 So, Finding your hidden advantage. 45 00:02:08,052 --> 00:02:13,189 It may be hidden from you as well as we're often not talking about ourselves. 46 00:02:13,497 --> 00:02:18,832 So that means it's hidden from others as well, and it's time to unmask 47 00:02:18,950 --> 00:02:21,882 unlock and unleash that inner power. 48 00:02:22,242 --> 00:02:27,432 So some of the things that I see that are so common and pervasive for women 49 00:02:27,832 --> 00:02:29,635 business owners, probably the biggest. 50 00:02:29,815 --> 00:02:30,505 It's so big. 51 00:02:30,505 --> 00:02:31,195 I named it. 52 00:02:31,430 --> 00:02:33,369 And it's called the broken cookie Effect. 53 00:02:33,374 --> 00:02:33,619 Yes. 54 00:02:34,859 --> 00:02:35,419 We'll 55 00:02:35,419 --> 00:02:37,824 Erin Austin: put, we'll put a link to your last, time here where we 56 00:02:37,824 --> 00:02:39,294 talk about the broken cookie effect. 57 00:02:39,324 --> 00:02:39,834 That's great. 58 00:02:39,834 --> 00:02:40,074 Thank 59 00:02:40,074 --> 00:02:40,194 Patty Block: you. 60 00:02:40,224 --> 00:02:41,244 Okay, great. 61 00:02:41,529 --> 00:02:46,344 And that is a dynamic of undervaluing ourselves, underpricing our 62 00:02:46,349 --> 00:02:48,504 services, and then overdelivering. 63 00:02:48,817 --> 00:02:52,231 And every woman I know ends up overdelivering. 64 00:02:52,981 --> 00:02:57,071 The work that they're doing because we're high achievers and we want great results. 65 00:02:57,331 --> 00:03:03,826 So that broken cookie effect is affecting how we operate in the world and how we 66 00:03:03,886 --> 00:03:06,616 manage our pricing and talking about it. 67 00:03:06,938 --> 00:03:09,876 So that's probably the biggest challenge that I've seen. 68 00:03:10,207 --> 00:03:11,899 There are many, many others. 69 00:03:12,272 --> 00:03:16,451 In addition to the sacrificing your profit, which is what you're doing with 70 00:03:16,451 --> 00:03:19,074 the broken cookie effect, there's also. 71 00:03:19,454 --> 00:03:23,919 Beliefs that we have that may keep us stuck and we may not be aware of that. 72 00:03:24,254 --> 00:03:28,273 So offering a discount nobody asked for because you're 73 00:03:28,278 --> 00:03:30,193 afraid you won't make the sale. 74 00:03:30,513 --> 00:03:33,508 That's a belief that impacts how you're operating. 75 00:03:33,826 --> 00:03:38,876 And the challenge with not bringing in a high level of revenue is 76 00:03:38,876 --> 00:03:40,576 that it limits your choices. 77 00:03:40,834 --> 00:03:43,463 So in my view, everything flows from pricing. 78 00:03:43,793 --> 00:03:43,883 Mm-hmm. 79 00:03:44,138 --> 00:03:48,770 And it's about if you want to hire people to help you, when you can hire 80 00:03:48,775 --> 00:03:53,976 who you can hire, what you can pay, how you can support yourself by having 81 00:03:53,981 --> 00:03:56,536 others who will support the work. 82 00:03:56,846 --> 00:04:00,450 it's really hard to do if you are not even taking a paycheck. 83 00:04:00,797 --> 00:04:03,587 So, which actually is pretty common for women. 84 00:04:03,587 --> 00:04:06,817 They'll pay employees before they pay themselves, and sometimes 85 00:04:06,817 --> 00:04:07,927 they don't pay themselves. 86 00:04:08,307 --> 00:04:11,187 So that's a far play to make a living. 87 00:04:11,697 --> 00:04:17,700 It is, and it's only one of many, many challenges in those limiting beliefs. 88 00:04:18,566 --> 00:04:22,263 The second piece is we're often talking to the wrong people, 89 00:04:22,534 --> 00:04:24,293 thinking they're the right buyer. 90 00:04:24,563 --> 00:04:25,173 Mm-hmm. 91 00:04:25,381 --> 00:04:29,486 So in the book, and for years I've been talking about how do you 92 00:04:29,486 --> 00:04:32,036 define and find your ideal buyer? 93 00:04:32,186 --> 00:04:33,416 What does that look like? 94 00:04:33,720 --> 00:04:37,743 And how do you determine instead of waiting for the phone to ring, right, 95 00:04:37,773 --> 00:04:39,423 finding who you want to work with. 96 00:04:39,886 --> 00:04:43,863 And the third piece is pricing, which of course is such a challenge 97 00:04:44,186 --> 00:04:45,536 because you feel like you're guessing. 98 00:04:45,813 --> 00:04:48,980 And if you're guessing with your pricing, I promise you, you're guessing. 99 00:04:49,608 --> 00:04:49,958 Mm. 100 00:04:49,978 --> 00:04:53,908 And we tend to think everybody thinks the same way we do about 101 00:04:53,908 --> 00:04:56,368 money, and so we end up pricing low. 102 00:04:56,815 --> 00:05:00,361 And then the fourth piece is how do you communicate effectively? 103 00:05:00,676 --> 00:05:05,378 How do you talk about yourself, your pricing, your company, your solutions? 104 00:05:05,638 --> 00:05:09,028 How do you do that in a way that conveys value with everything you. 105 00:05:10,079 --> 00:05:13,044 so those are the four main pieces that I teach in the book. 106 00:05:13,373 --> 00:05:18,384 And I also offer an accelerator program to help women customize all 107 00:05:18,384 --> 00:05:20,634 of these steps inside their business. 108 00:05:21,084 --> 00:05:21,324 Okay. 109 00:05:21,324 --> 00:05:21,594 So 110 00:05:21,594 --> 00:05:24,264 Erin Austin: is this framework that the forceps you mentioned, 111 00:05:24,264 --> 00:05:27,594 that is also what you do with your one-on-one or your clients as well. 112 00:05:27,594 --> 00:05:27,804 Is that 113 00:05:27,804 --> 00:05:28,704 Patty Block: basically the same? 114 00:05:28,854 --> 00:05:29,574 It is. 115 00:05:29,574 --> 00:05:29,664 Mm-hmm. 116 00:05:29,904 --> 00:05:30,894 And I've named. 117 00:05:31,734 --> 00:05:34,044 In conjunction with the broken cookie effect. 118 00:05:34,436 --> 00:05:35,934 It is the SNAP System. 119 00:05:36,247 --> 00:05:39,848 And part of that is because my mom had a nickname. 120 00:05:40,226 --> 00:05:45,121 She was called Little Miss Gingersnap because in 2014 she went to Burning Man. 121 00:05:45,401 --> 00:05:47,464 And if you're not familiar, Yes. 122 00:05:47,494 --> 00:05:51,997 If you're not familiar with Burning Man, it started out as an art festival and it 123 00:05:51,997 --> 00:05:53,977 is designed for artists and musicians. 124 00:05:54,037 --> 00:05:57,547 It's held once a year in the BlackRock Desert of Nevada, 125 00:05:57,945 --> 00:05:59,584 and they have a gift economy. 126 00:05:59,957 --> 00:06:03,007 So no money is exchanged for anything. 127 00:06:03,307 --> 00:06:03,577 Okay. 128 00:06:03,817 --> 00:06:04,267 Yes. 129 00:06:04,267 --> 00:06:05,527 It's really fascinating. 130 00:06:05,647 --> 00:06:05,737 Mm-hmm. 131 00:06:06,130 --> 00:06:09,640 And my sister has been a lifelong burner and had talked to my mom about 132 00:06:09,640 --> 00:06:12,100 going, and my dad had died the year. 133 00:06:13,086 --> 00:06:15,573 So my mom was feeling pretty lost. 134 00:06:15,603 --> 00:06:15,753 Mm-hmm. 135 00:06:15,993 --> 00:06:18,513 And decided this was gonna be a grand adventure. 136 00:06:18,865 --> 00:06:24,900 So she decided her gift was gonna be a card that had her motto on 137 00:06:24,900 --> 00:06:29,250 it, which is the only thing that divides when multiplied is love. 138 00:06:29,670 --> 00:06:30,020 Ah. 139 00:06:30,020 --> 00:06:30,501 Mm-hmm. 140 00:06:31,082 --> 00:06:31,346 And. 141 00:06:32,173 --> 00:06:32,318 Alright. 142 00:06:32,318 --> 00:06:33,248 I think I said it backwards. 143 00:06:33,278 --> 00:06:35,798 The only thing that multiplies when divided is love. 144 00:06:35,828 --> 00:06:36,068 Yeah. 145 00:06:36,453 --> 00:06:36,728 Yes. 146 00:06:37,071 --> 00:06:41,451 And then she bought these giant tins of Swedish ginger snap cookies. 147 00:06:41,541 --> 00:06:41,571 Oh. 148 00:06:41,913 --> 00:06:46,823 And handed those out with the card and got her nickname of Little Miss Ginger Snap. 149 00:06:47,208 --> 00:06:49,793 And so I remembered that as I was working on the book. 150 00:06:49,793 --> 00:06:50,233 Mm-hmm. 151 00:06:50,464 --> 00:06:50,673 And. 152 00:06:51,098 --> 00:06:53,858 Putting the pieces together with the broken cookie effect. 153 00:06:54,291 --> 00:06:59,248 And so in the book you'll see there are ginger snap exercises all 154 00:06:59,248 --> 00:07:03,298 through the book, which you can also download from my website so that 155 00:07:03,298 --> 00:07:04,978 you can type into the exercises. 156 00:07:05,230 --> 00:07:07,253 Cuz I was taught you never write in a book. 157 00:07:07,888 --> 00:07:13,895 So I needed to accommodate just see my books and see everyone 158 00:07:13,900 --> 00:07:14,865 feels differently about that. 159 00:07:14,865 --> 00:07:16,185 Some people think it's fine. 160 00:07:16,395 --> 00:07:18,405 I was raised, you never write in a book. 161 00:07:18,405 --> 00:07:18,765 Mm-hmm. 162 00:07:19,597 --> 00:07:20,668 The exercise is not available. 163 00:07:22,768 --> 00:07:23,328 Right. 164 00:07:24,193 --> 00:07:27,738 Erin Austin: Well, I wanted to go back and, go through those steps again now. 165 00:07:27,738 --> 00:07:29,868 The, under promising and over delivery. 166 00:07:30,242 --> 00:07:34,592 So you mentioned over delivery in terms of the way it hit your profit. 167 00:07:34,898 --> 00:07:39,036 And there's another way I think that I know I've done and that I imagine other 168 00:07:39,036 --> 00:07:41,046 women have done is over delivery in terms. 169 00:07:41,726 --> 00:07:44,036 what we give of ourselves. 170 00:07:44,310 --> 00:07:49,514 And so for me, I have a history of having retainer clients so I feel like 171 00:07:49,514 --> 00:07:54,970 I have to be instantly responsive and available, basically all the time. 172 00:07:55,187 --> 00:07:58,698 And so there's no boundaries about, when or how you can reach me. 173 00:07:58,994 --> 00:08:02,265 And it was very important to me to feel like, well, if they're gonna 174 00:08:02,324 --> 00:08:06,440 pay me like in advance every month, like I gotta, make sure that they're 175 00:08:06,530 --> 00:08:07,340 super happy. 176 00:08:07,626 --> 00:08:10,358 And have, we have a common friend who's so good, like, you'll send her 177 00:08:10,358 --> 00:08:11,408 an email and you'll get this thing. 178 00:08:11,408 --> 00:08:12,878 Like, to protect my peace. 179 00:08:12,878 --> 00:08:15,789 I only, like, Oh my God, I can't even imagine. 180 00:08:15,789 --> 00:08:19,054 that makes me like clench inside the idea of me, like creating 181 00:08:19,054 --> 00:08:20,134 those kinds of boundaries. 182 00:08:20,134 --> 00:08:23,551 but that's another way that we over give by not having those boundaries. 183 00:08:24,086 --> 00:08:24,801 Patty Block: Absolutely. 184 00:08:25,117 --> 00:08:25,444 Yes. 185 00:08:25,444 --> 00:08:26,914 It's not all about money. 186 00:08:27,057 --> 00:08:31,317 Although when you limit your income, you're also limiting your choices. 187 00:08:31,451 --> 00:08:37,031 So it's where I start in terms of those limiting beliefs and your pricing. 188 00:08:37,371 --> 00:08:42,074 Because once you have that and you feel so much more confident, then a 189 00:08:42,074 --> 00:08:44,234 lot of other things will flow better. 190 00:08:44,596 --> 00:08:47,235 And you're right, we were high achievers. 191 00:08:47,472 --> 00:08:51,711 In everything we do, and that often makes it difficult to establish 192 00:08:51,711 --> 00:08:55,511 boundaries because then we feel like we might have a conflict. 193 00:08:55,661 --> 00:08:56,271 Mm-hmm. 194 00:08:56,401 --> 00:09:01,061 So if I have a boundary and somebody pushes against it, then I have a choice. 195 00:09:01,241 --> 00:09:01,421 Right. 196 00:09:01,661 --> 00:09:02,381 Do I. 197 00:09:02,738 --> 00:09:03,253 Say something. 198 00:09:03,333 --> 00:09:03,933 Mm-hmm. 199 00:09:04,018 --> 00:09:07,033 Do I do something or do I just stay quiet? 200 00:09:07,213 --> 00:09:07,303 Mm-hmm. 201 00:09:07,548 --> 00:09:11,473 And most of us just stay quiet because we don't want the client to be unhappy. 202 00:09:11,837 --> 00:09:12,013 Mm-hmm. 203 00:09:12,253 --> 00:09:15,193 And we want to feel like we're giving 110%. 204 00:09:15,442 --> 00:09:17,656 So, yes, I agree with that. 205 00:09:17,656 --> 00:09:22,016 It's not just that we're underpricing and over delivering from a 206 00:09:22,016 --> 00:09:23,026 price, from a profit standpoint. 207 00:09:23,146 --> 00:09:23,236 Mm-hmm. 208 00:09:23,476 --> 00:09:24,796 It is very much about. 209 00:09:25,082 --> 00:09:26,565 What we're giving of ourselves. 210 00:09:26,585 --> 00:09:27,075 Yeah. 211 00:09:27,075 --> 00:09:27,515 Yeah. 212 00:09:28,041 --> 00:09:28,521 Erin Austin: Agreed. 213 00:09:36,834 --> 00:09:42,001 And then you mentioned the ideal buyer, and the question by that do you mean 214 00:09:42,001 --> 00:09:48,631 like, who is your ideal client or who within a corporation should you 215 00:09:48,631 --> 00:09:50,431 be talking to and how to find them? 216 00:09:51,125 --> 00:09:53,131 Patty Block: So let me start with a distinction between an 217 00:09:53,136 --> 00:09:54,960 ideal buyer and an ideal client. 218 00:09:55,387 --> 00:09:56,707 So an ideal buyer. 219 00:09:57,120 --> 00:10:01,230 Is someone that you've defined and found, or they've been attracted to you, 220 00:10:01,290 --> 00:10:06,404 they've self-identified that they want to work with you, and an ideal client, 221 00:10:06,404 --> 00:10:08,534 in my view, does not happen by accident. 222 00:10:08,880 --> 00:10:11,550 That happens when you start with an ideal buyer. 223 00:10:11,915 --> 00:10:12,954 They go on the journey. 224 00:10:13,609 --> 00:10:16,134 Through your sales process, so they're ready to buy. 225 00:10:16,560 --> 00:10:20,364 And then once they, you start the onboarding and they have become a 226 00:10:20,364 --> 00:10:26,489 client in many ways, you're training them to be an ideal client by setting 227 00:10:26,549 --> 00:10:32,639 and maintaining those expectations, and that's the perfect time to set boundaries. 228 00:10:32,759 --> 00:10:33,299 Mm-hmm. 229 00:10:33,807 --> 00:10:37,247 But you have to be clear on what those boundaries are. 230 00:10:37,268 --> 00:10:40,868 if you don't want a client calling you at nine o'clock at night, then 231 00:10:40,868 --> 00:10:46,515 you need to find a nice way to say, my typical hours are nine to five or 232 00:10:46,515 --> 00:10:48,165 nine to six, Monday through Friday. 233 00:10:48,501 --> 00:10:51,018 If there's something really urgent, please e-mail me. 234 00:10:51,295 --> 00:10:51,428 Mm-hmm. 235 00:10:51,498 --> 00:10:54,716 And I will get back to you as quickly as possible So you're 236 00:10:54,721 --> 00:10:56,106 setting that expectation. 237 00:10:56,372 --> 00:11:00,606 And then if they end up calling you in the evening, a, you don't have to answer. 238 00:11:00,906 --> 00:11:01,296 Mm-hmm. 239 00:11:01,682 --> 00:11:03,152 And B, you can. 240 00:11:03,407 --> 00:11:06,889 Send them an email saying, I saw that you called, I'll get back to 241 00:11:06,949 --> 00:11:08,039 you first thing in the morning. 242 00:11:08,369 --> 00:11:08,489 Mm-hmm. 243 00:11:09,119 --> 00:11:12,389 So reinforcing those boundaries is really important. 244 00:11:12,689 --> 00:11:17,489 It gets harder to do that as you have a longer relationship with your client. 245 00:11:17,609 --> 00:11:17,667 Mm-hmm. 246 00:11:17,939 --> 00:11:20,069 And if you haven't set those boundaries at the beginning. 247 00:11:20,283 --> 00:11:20,583 Erin Austin: Yeah. 248 00:11:20,763 --> 00:11:21,423 That's for sure. 249 00:11:21,742 --> 00:11:23,926 So that is a great distinction. 250 00:11:23,926 --> 00:11:28,226 I'd never, I mean, for me and probably for a lot of our listeners, the idea. 251 00:11:28,984 --> 00:11:33,376 Are judging our clients and training our clients, like, we think about 252 00:11:33,376 --> 00:11:34,546 like, who's our best client? 253 00:11:34,546 --> 00:11:35,506 Who do we love to work with? 254 00:11:35,511 --> 00:11:40,246 But we never think about like, how do we create the circumstances 255 00:11:40,246 --> 00:11:41,836 to have that ideal client? 256 00:11:41,841 --> 00:11:45,541 We just kind of, maybe we get lucky, we don't get lucky, but, it is within our 257 00:11:45,541 --> 00:11:51,041 control to set the stage for having that ideal client and that ideal relationship. 258 00:11:51,338 --> 00:11:52,208 Patty Block: Exactly. 259 00:11:52,208 --> 00:11:52,748 And. 260 00:11:53,136 --> 00:11:55,131 Your client can't read your mind, right? 261 00:11:55,131 --> 00:11:55,531 Mm-hmm. 262 00:11:55,611 --> 00:11:56,691 And they don't know. 263 00:11:56,921 --> 00:12:00,225 Unless you tell them What those boundaries are. 264 00:12:00,735 --> 00:12:00,825 Mm-hmm. 265 00:12:01,065 --> 00:12:04,680 And it's the same thing if you are giving a company a proposal. 266 00:12:04,983 --> 00:12:07,713 You've gone through the sales process, now you're at the proposal 267 00:12:07,713 --> 00:12:12,840 phase in that proposal, and verbally, you need to explain the. 268 00:12:13,586 --> 00:12:16,056 Because we've all experienced scope creep. 269 00:12:16,056 --> 00:12:16,146 Mm-hmm. 270 00:12:16,386 --> 00:12:16,476 Yes. 271 00:12:16,966 --> 00:12:20,336 and it feels like conflict when they come back and say, and can 272 00:12:20,336 --> 00:12:21,476 you do this, this, and this? 273 00:12:21,476 --> 00:12:23,943 And we wanna say, well, of course we can do that. 274 00:12:24,123 --> 00:12:24,333 Mm-hmm. 275 00:12:24,603 --> 00:12:24,873 Right. 276 00:12:25,233 --> 00:12:29,556 But you're undercutting your profit and in many ways you're devaluing. 277 00:12:30,070 --> 00:12:34,263 What you're providing because you're saying, this is not valuable 278 00:12:34,268 --> 00:12:36,053 enough for me to charge you more. 279 00:12:36,293 --> 00:12:36,413 Mm-hmm. 280 00:12:36,863 --> 00:12:38,143 So I'm just gonna throw it in. 281 00:12:38,143 --> 00:12:38,583 Mm-hmm. 282 00:12:38,663 --> 00:12:41,753 And they won't value it the same way they did when they hired you. 283 00:12:41,903 --> 00:12:41,993 Mm-hmm. 284 00:12:42,233 --> 00:12:46,586 So there's a lot of psychology underneath what you're doing and what you're saying. 285 00:12:46,751 --> 00:12:49,751 And let me go back to your original question of, so how 286 00:12:49,751 --> 00:12:51,521 do you find an ideal buyer? 287 00:12:51,611 --> 00:12:52,541 Where do you find them? 288 00:12:52,546 --> 00:12:53,381 How do you find them? 289 00:12:53,715 --> 00:12:54,941 How do you define that? 290 00:12:55,025 --> 00:13:02,117 And that's a lot of what I teach, that we do wanna define your ideal buyer, but it's 291 00:13:02,117 --> 00:13:04,514 very rare that they're gonna find you. 292 00:13:05,081 --> 00:13:08,464 No matter how much marketing you do No matter, you know, we've all been 293 00:13:08,464 --> 00:13:14,224 sold this idea that if we just use the right messaging and market in 294 00:13:14,224 --> 00:13:18,731 just a particular way that resonates with this exact audience, that 295 00:13:18,731 --> 00:13:20,081 they're gonna come flocking to us. 296 00:13:20,490 --> 00:13:22,101 And it really doesn't work that way. 297 00:13:22,106 --> 00:13:22,399 Mm-hmm. 298 00:13:22,562 --> 00:13:26,997 So really having a balance between your inbound people 299 00:13:26,997 --> 00:13:29,307 who do find you and outbound. 300 00:13:29,554 --> 00:13:32,064 Where you go out and find the right people to work with. 301 00:13:32,304 --> 00:13:32,424 Mm-hmm. 302 00:13:32,789 --> 00:13:37,334 That balance is really critical and it doesn't really matter if 303 00:13:37,334 --> 00:13:40,124 you change your pricing if you don't have an audience to buy. 304 00:13:40,724 --> 00:13:41,514 Erin Austin: That's true. 305 00:13:41,654 --> 00:13:42,344 That's true, right? 306 00:13:42,374 --> 00:13:44,054 You can have the best service in the world, but, 307 00:13:45,074 --> 00:13:48,674 Patty Block: and at the same time, if you find all the right buyers, 308 00:13:48,989 --> 00:13:52,591 but you haven't priced appropriate, You're gonna undercut your profit. 309 00:13:52,651 --> 00:13:54,991 You're not building value in your company. 310 00:13:54,996 --> 00:13:55,278 Mm-hmm. 311 00:13:55,631 --> 00:14:00,014 And you're not building value for your client, Because they're not gonna 312 00:14:00,014 --> 00:14:04,214 really understand what it takes to get the kinds of results that you get. 313 00:14:04,454 --> 00:14:09,234 So all of those things conspire to undermine the credibility of your company, 314 00:14:09,617 --> 00:14:11,917 and it's kind of a cascade effect. 315 00:14:12,877 --> 00:14:14,212 We're not always aware of. 316 00:14:14,592 --> 00:14:18,789 So when I talk about finding your ideal buyers, it's 317 00:14:18,866 --> 00:14:20,709 knowing where to look for them. 318 00:14:20,709 --> 00:14:22,989 So let me share an example. 319 00:14:23,287 --> 00:14:26,717 So attorneys and accountants, I work with a lot of attorneys and 320 00:14:26,717 --> 00:14:28,707 accountants and technical experts. 321 00:14:29,107 --> 00:14:33,275 And we like to have a collegial environment and we like to be 322 00:14:33,725 --> 00:14:37,595 surrounded by our colleagues and sometimes our competitors. 323 00:14:37,928 --> 00:14:43,802 And so we join organizations and we put our time and energy into organizations 324 00:14:44,162 --> 00:14:46,262 where our buyers are not there. 325 00:14:46,352 --> 00:14:46,772 Hmm. 326 00:14:46,903 --> 00:14:47,773 That is very, very interesting. 327 00:14:47,773 --> 00:14:48,523 Colleagues are there. 328 00:14:48,998 --> 00:14:49,169 Yes. 329 00:14:49,333 --> 00:14:53,330 That's And so when you go into a room full of attorneys, You're very 330 00:14:53,330 --> 00:14:55,280 unlikely to find a buyer there, right? 331 00:14:55,700 --> 00:14:55,880 Mm-hmm. 332 00:14:56,125 --> 00:14:57,650 And you're in a room full of competitors. 333 00:14:57,920 --> 00:14:58,280 Yes. 334 00:14:58,310 --> 00:15:04,767 So it's critical that you pick an area that you think is, where you have maybe 335 00:15:04,767 --> 00:15:08,877 a particular expertise or you think there's a real need in the market, 336 00:15:09,310 --> 00:15:12,310 and you go into those organizations. 337 00:15:12,310 --> 00:15:16,960 So for example, I have a client who is an outsourced chief financial officer. 338 00:15:17,241 --> 00:15:18,380 She is a cpa. 339 00:15:18,820 --> 00:15:20,050 Who doesn't do taxes. 340 00:15:20,200 --> 00:15:20,350 Mm-hmm. 341 00:15:20,590 --> 00:15:23,170 And she focuses on advising small business owners. 342 00:15:23,486 --> 00:15:28,717 Well, every time she goes into a group of CPAs, she may find great information. 343 00:15:29,057 --> 00:15:29,399 Mm-hmm. 344 00:15:29,737 --> 00:15:33,833 And she may feel good about being in that group, but she isn't gonna find buyers. 345 00:15:34,170 --> 00:15:40,003 So we niche down to commercial real estate companies because that's 346 00:15:40,003 --> 00:15:42,053 where she has 25 years of experience. 347 00:15:43,325 --> 00:15:47,547 Then she can get involved in organizations that support commercial 348 00:15:47,547 --> 00:15:51,207 real estate brokers, and that's where she can find ideal buyers. 349 00:15:51,297 --> 00:15:51,477 Mm-hmm. 350 00:15:51,927 --> 00:15:57,261 So that thinking is different than what we've learned or what 351 00:15:57,261 --> 00:15:58,461 we think we should be doing. 352 00:15:58,671 --> 00:15:58,851 Mm-hmm. 353 00:15:59,421 --> 00:16:04,641 And that's one way to go out and find your ideal buyer once you've identified. 354 00:16:04,994 --> 00:16:05,294 Right. 355 00:16:05,294 --> 00:16:06,044 That's excellent. 356 00:16:06,214 --> 00:16:06,334 Erin Austin: Yeah. 357 00:16:06,334 --> 00:16:10,155 I wanted to go back to one of the things about when you mentioned the conflicts 358 00:16:10,155 --> 00:16:14,085 that you may have with your client about, adding services and things like that. 359 00:16:14,355 --> 00:16:19,335 And of course, you know, my solution to that would be having a contract that has a 360 00:16:19,335 --> 00:16:24,111 clear statement of work with, deliverables and timings and, mountain it and the like. 361 00:16:24,381 --> 00:16:27,424 Some point I have to figure out when, I wrote about. 362 00:16:27,581 --> 00:16:31,331 That contracts are really kind of relationship manuals like, so 363 00:16:31,331 --> 00:16:34,331 that it can head off, make sure everyone's on the same page, make 364 00:16:34,331 --> 00:16:35,621 sure there's a clear understanding. 365 00:16:35,831 --> 00:16:40,596 Set those boundaries, set expectations and all those things to make sure everyone's 366 00:16:40,596 --> 00:16:41,946 on the same page when you get started. 367 00:16:41,951 --> 00:16:47,296 That you have a process for resolving any conflicts or any misunderstandings. 368 00:16:47,716 --> 00:16:51,106 And so, I'll beat that drum all day long that you need to 369 00:16:51,326 --> 00:16:52,826 have that contract in place. 370 00:16:53,373 --> 00:16:54,656 So, all right. 371 00:16:54,656 --> 00:16:58,982 So you talked about pricing as well, and you said, you're guessing 372 00:16:58,982 --> 00:17:00,332 then you're probably wrong. 373 00:17:00,583 --> 00:17:04,530 And I will say, and from what I hear, like pricing is literally 374 00:17:04,530 --> 00:17:08,970 the single most, largest challenges that we have as service providers? 375 00:17:09,100 --> 00:17:11,410 unlike people with products, you can look at the market 376 00:17:11,410 --> 00:17:12,580 and figure out, where you are. 377 00:17:12,899 --> 00:17:15,040 But with service providers, it's really is unique. 378 00:17:15,321 --> 00:17:19,654 And so why is it so, difficult other than not knowing what everyone else is doing? 379 00:17:19,956 --> 00:17:24,830 But why do we second guess ourselves so much and how do we get a firmer grounding? 380 00:17:24,880 --> 00:17:29,150 I, Database, like how do we get a better grounding for pricing? 381 00:17:29,940 --> 00:17:33,480 Patty Block: Well, one of the things that I do in my programs 382 00:17:33,480 --> 00:17:34,940 is I have a template mm-hmm. 383 00:17:35,185 --> 00:17:37,790 Where I help women build their pricing model. 384 00:17:38,177 --> 00:17:41,416 And a pricing model could be something like a membership model. 385 00:17:41,506 --> 00:17:45,621 So Costco and, Microsoft, they all have subscription models. 386 00:17:45,741 --> 00:17:45,921 Yeah. 387 00:17:45,981 --> 00:17:47,091 And membership models. 388 00:17:47,398 --> 00:17:51,328 Or it may be something like the retainer model you had mentioned earlier. 389 00:17:51,434 --> 00:17:53,925 Where you have a retainer and there's certain services 390 00:17:53,930 --> 00:17:55,095 that are included in that. 391 00:17:55,335 --> 00:17:55,425 Mm-hmm. 392 00:17:55,605 --> 00:18:00,615 Or it could be a package where you have certain services in the silver package 393 00:18:00,834 --> 00:18:02,535 and you have more in the gold package. 394 00:18:02,535 --> 00:18:03,315 Mm-hmm. 395 00:18:03,321 --> 00:18:05,235 So there's lots of different configurations. 396 00:18:05,385 --> 00:18:09,841 What that does for you when you have that structure is it builds your confidence. 397 00:18:10,163 --> 00:18:15,216 And the calculation is actually the easy part, especially for my clients 398 00:18:15,216 --> 00:18:19,363 that are all technical experts, we can do those calculations all day long. 399 00:18:19,513 --> 00:18:19,603 Mm-hmm. 400 00:18:19,933 --> 00:18:21,433 The hard part is talking about it. 401 00:18:21,703 --> 00:18:21,853 Mm-hmm. 402 00:18:22,093 --> 00:18:26,833 And that's what building a model really buys for you is that confidence. 403 00:18:26,853 --> 00:18:29,643 Because we tend to take things personally. 404 00:18:30,012 --> 00:18:33,816 And so when someone asks a question, we might hear that as a criticism 405 00:18:34,148 --> 00:18:36,276 or pushback or an objection. 406 00:18:36,546 --> 00:18:36,636 Mm-hmm. 407 00:18:36,881 --> 00:18:36,946 Mm-hmm. 408 00:18:37,026 --> 00:18:38,496 It may be none of those things. 409 00:18:38,526 --> 00:18:38,676 Mm-hmm. 410 00:18:38,919 --> 00:18:40,059 But that's how we hear it. 411 00:18:40,109 --> 00:18:40,669 Mm-hmm. 412 00:18:40,749 --> 00:18:46,602 And so one way to take away that feeling of it's, you know, they're personally 413 00:18:46,602 --> 00:18:52,674 questioning my experience or they're questioning my pricing, is to flip it and 414 00:18:52,674 --> 00:18:55,141 understand, first of all, it's not person. 415 00:18:55,566 --> 00:19:00,075 It's structural and exactly what you said about having a contract in place. 416 00:19:00,195 --> 00:19:01,485 I completely agree with you. 417 00:19:01,938 --> 00:19:05,355 The challenge is even when you have a contract in place, you have to 418 00:19:05,355 --> 00:19:09,841 enforce it and three months down the line, when they say, oh, could 419 00:19:09,841 --> 00:19:11,461 you add this to what we're doing? 420 00:19:11,687 --> 00:19:14,588 Having a contract is helpful because you can go back to. 421 00:19:15,633 --> 00:19:17,273 You know, that's not in our agreement. 422 00:19:17,600 --> 00:19:22,910 I can go back and add an addendum or I can call my attorney or whatever, 423 00:19:22,940 --> 00:19:24,350 however you wanna answer that question. 424 00:19:24,380 --> 00:19:24,470 Mm-hmm. 425 00:19:24,903 --> 00:19:27,880 But it's the same thing with a pricing model, because it's 426 00:19:27,885 --> 00:19:29,830 structural, not personal. 427 00:19:30,036 --> 00:19:30,126 Mm-hmm. 428 00:19:30,371 --> 00:19:33,833 So you can say, my pricing is structured in this way. 429 00:19:35,422 --> 00:19:38,622 I have a reason for doing it that way because I know that 430 00:19:38,622 --> 00:19:40,122 I'll get the best results. 431 00:19:40,436 --> 00:19:44,285 So what often happens when you package your services is that 432 00:19:44,285 --> 00:19:45,695 people will think it's a menu. 433 00:19:46,002 --> 00:19:49,092 And they'll say, could we do A and B, but not d and e? 434 00:19:49,512 --> 00:19:49,902 Mm-hmm. 435 00:19:50,312 --> 00:19:55,652 And then you have to enforce and say, My pricing is structured this way. 436 00:19:55,862 --> 00:19:55,952 Mm-hmm. 437 00:19:56,192 --> 00:19:58,112 Because this will get the best result. 438 00:19:58,172 --> 00:19:58,262 Right. 439 00:19:58,262 --> 00:20:00,182 And this is how we do this. 440 00:20:00,362 --> 00:20:00,672 Mm-hmm. 441 00:20:00,752 --> 00:20:02,132 This is why we do this. 442 00:20:02,252 --> 00:20:02,342 Mm-hmm. 443 00:20:02,582 --> 00:20:04,592 And then there's nothing personal about it. 444 00:20:04,672 --> 00:20:05,152 Right. 445 00:20:05,157 --> 00:20:05,372 Right. 446 00:20:05,372 --> 00:20:06,392 It's structural. 447 00:20:06,397 --> 00:20:06,552 Mm-hmm. 448 00:20:06,662 --> 00:20:06,752 Mm-hmm. 449 00:20:06,992 --> 00:20:10,925 So the contract and the pricing really go hand in hand. 450 00:20:11,195 --> 00:20:11,375 Mm-hmm. 451 00:20:11,735 --> 00:20:16,368 And they serve that same function of building your confidence. 452 00:20:17,023 --> 00:20:20,468 And being really crystal clear about the scope mm-hmm. 453 00:20:20,708 --> 00:20:25,808 And helping you down the line when they start asking that you throw in 454 00:20:25,808 --> 00:20:29,888 things for free because they think, well, it isn't gonna take you long. 455 00:20:30,128 --> 00:20:30,278 Mm-hmm. 456 00:20:31,143 --> 00:20:32,545 And the fallacy, yeah. 457 00:20:32,545 --> 00:20:35,845 The fallacy in that is you're not selling your time, right? 458 00:20:36,235 --> 00:20:36,595 Mm-hmm. 459 00:20:36,675 --> 00:20:37,985 You're selling your expertise. 460 00:20:38,290 --> 00:20:38,570 Mm-hmm. 461 00:20:38,720 --> 00:20:38,990 Yeah. 462 00:20:39,040 --> 00:20:41,185 Erin Austin: I mean, so long as you get the result, why are you 463 00:20:41,185 --> 00:20:42,355 worried about how long it takes me? 464 00:20:43,135 --> 00:20:43,345 Right. 465 00:20:43,350 --> 00:20:45,805 You, you get the outcome that you seek. 466 00:20:46,270 --> 00:20:46,675 Yeah. 467 00:20:46,735 --> 00:20:49,705 So then finally, communication. 468 00:20:49,705 --> 00:20:54,172 So I guess you, that's part of the, being able to, hold your boundaries and be able 469 00:20:54,172 --> 00:20:56,602 to communicate your offer and the value. 470 00:20:56,802 --> 00:20:59,182 Tell us more about how the communication piece works. 471 00:20:59,716 --> 00:21:00,106 Patty Block: Yes. 472 00:21:00,166 --> 00:21:03,076 Well, I start by teaching specific techniques. 473 00:21:03,476 --> 00:21:07,339 And in a former life, I was a political consultant and a lobbyist. 474 00:21:07,489 --> 00:21:07,549 Mm. 475 00:21:08,269 --> 00:21:08,779 Loved it. 476 00:21:08,839 --> 00:21:14,419 It was fascinating and I'd never do it again, but one of the things that I did 477 00:21:14,640 --> 00:21:20,596 was train candidates and a lot of the techniques that I learned and taught. 478 00:21:21,016 --> 00:21:25,872 As a political consultant, I still teach today, but now I teach it to an 479 00:21:25,872 --> 00:21:30,332 audience where my heart is really with them, which are women business owners 480 00:21:30,332 --> 00:21:36,299 that are experts, and the focus is on understanding, learning these techniques. 481 00:21:36,697 --> 00:21:41,599 And then practicing them so you become confident and you don't feel like that 482 00:21:41,599 --> 00:21:44,239 deer in the headlights caught off guard. 483 00:21:44,509 --> 00:21:44,749 Mm-hmm. 484 00:21:45,049 --> 00:21:48,589 And one of those techniques is having key points. 485 00:21:48,719 --> 00:21:48,839 Mm-hmm. 486 00:21:49,079 --> 00:21:54,346 So that you plan ahead of time what you wanna communicate, and regardless of how 487 00:21:54,346 --> 00:22:00,046 that conversation progresses, you have opportunities to bring in your key points. 488 00:22:00,682 --> 00:22:02,272 And that helps you feel in. 489 00:22:03,112 --> 00:22:08,766 Clear about your messaging and you will be more confident, but also 490 00:22:08,766 --> 00:22:11,199 you'll be perceived as more confident. 491 00:22:11,396 --> 00:22:11,636 Mm-hmm. 492 00:22:11,881 --> 00:22:16,589 And what we often misunderstand in terms of communication, it really 493 00:22:16,589 --> 00:22:21,512 doesn't matter what we say, it really matters what the buyer hears. 494 00:22:21,662 --> 00:22:22,082 Mm-hmm. 495 00:22:22,842 --> 00:22:25,252 And there's often a disconnect. 496 00:22:25,442 --> 00:22:30,999 And we're like so proud and we keep talking and the buyer, we can't really 497 00:22:30,999 --> 00:22:33,455 guess and maybe shouldn't guess. 498 00:22:33,585 --> 00:22:37,124 What they're interpreting or how they're hearing that, or 499 00:22:37,214 --> 00:22:40,477 if they're self-identifying as a good fit to work with you. 500 00:22:40,800 --> 00:22:44,797 So, Having key points is an important first step, but there are many other 501 00:22:45,237 --> 00:22:50,224 techniques that I teach so that they all fit together and you are perceived in 502 00:22:50,229 --> 00:22:55,474 a particular way and you don't have to let your reputation happen by accident. 503 00:22:55,776 --> 00:22:56,460 Wonderful. 504 00:22:56,640 --> 00:22:57,210 Wonderful. 505 00:22:57,215 --> 00:22:57,400 Well, 506 00:22:57,400 --> 00:22:57,900 Erin Austin: thank you for that. 507 00:22:57,900 --> 00:23:02,254 And so do you go through this, as a, a group coaching or is this 508 00:23:02,254 --> 00:23:03,694 one-on-one that you're doing? 509 00:23:04,435 --> 00:23:05,255 Patty Block: So I do both. 510 00:23:05,285 --> 00:23:10,355 I have one-on-one consulting and then I have an accelerator program for the book 511 00:23:10,355 --> 00:23:12,365 called Your Hidden Advantage Accelerator. 512 00:23:12,485 --> 00:23:12,515 Okay. 513 00:23:12,753 --> 00:23:16,159 And we go through, this is what I call the SNAP system. 514 00:23:16,279 --> 00:23:16,369 Mm-hmm. 515 00:23:16,609 --> 00:23:17,599 Based on ginger snap. 516 00:23:17,715 --> 00:23:21,525 And it stands for the S is stop Believing the myths. 517 00:23:21,735 --> 00:23:22,095 Mm-hmm. 518 00:23:22,335 --> 00:23:23,685 N is narrow your focus. 519 00:23:23,685 --> 00:23:25,875 So that's all about finding your ideal buyers. 520 00:23:25,905 --> 00:23:26,025 Mm-hmm. 521 00:23:26,482 --> 00:23:29,272 A is assess your value, that's pricing. 522 00:23:29,277 --> 00:23:29,682 Mm-hmm. 523 00:23:30,190 --> 00:23:35,177 The last P is practice your power, which is all about communicating. 524 00:23:35,474 --> 00:23:37,124 And using the SNAP system. 525 00:23:37,304 --> 00:23:40,994 I use that both in the private consulting and in the accelerator. 526 00:23:41,274 --> 00:23:43,567 And the accelerator is a 12 week. 527 00:23:44,117 --> 00:23:44,692 Intensive. 528 00:23:44,697 --> 00:23:45,192 Mm-hmm. 529 00:23:45,272 --> 00:23:46,352 That is group coaching. 530 00:23:46,574 --> 00:23:46,832 Mm-hmm. 531 00:23:46,912 --> 00:23:50,542 And there's an option to add sessions with me individually if 532 00:23:50,542 --> 00:23:51,952 you'd like to do that as well. 533 00:23:52,166 --> 00:23:58,619 And the accelerator is designed for me to be able to guide you and make sure that 534 00:23:58,619 --> 00:24:02,655 you are able to customize what you've learned and apply it inside your company. 535 00:24:02,971 --> 00:24:07,535 So I'm a big believer that we don't necessarily learn. 536 00:24:08,095 --> 00:24:11,820 Just from reading or just from attending a class? 537 00:24:11,880 --> 00:24:12,030 Mm-hmm. 538 00:24:12,457 --> 00:24:14,257 It needs to be practiced over time. 539 00:24:14,287 --> 00:24:14,677 Yes. 540 00:24:15,583 --> 00:24:19,448 Especially things where you may come into it not feeling terribly confident, 541 00:24:19,723 --> 00:24:21,455 or maybe you're learning new skills. 542 00:24:21,682 --> 00:24:24,382 Having someone to guide you I think is really important. 543 00:24:24,382 --> 00:24:28,828 It's been important for me personally, and I know it's been important for my clients. 544 00:24:29,148 --> 00:24:29,748 Erin Austin: Wonderful. 545 00:24:29,808 --> 00:24:30,138 Wonderful. 546 00:24:30,138 --> 00:24:30,838 Thank you for that. 547 00:24:31,227 --> 00:24:37,225 So, We're at the Hourly to Exit podcast and, we have talked before 548 00:24:37,495 --> 00:24:42,233 about, your plans for growing your business and has anything changed? 549 00:24:42,238 --> 00:24:47,443 Uh, do you have any new, goals in mind about scaling and eventually selling your 550 00:24:47,443 --> 00:24:47,983 Patty Block: business? 551 00:24:48,561 --> 00:24:52,074 Well, for me, I always kid around that I'm gonna die at 552 00:24:52,074 --> 00:24:55,154 my desk, but as long as I find. 553 00:24:56,057 --> 00:24:57,362 Which I do every day. 554 00:24:57,752 --> 00:25:01,892 Then I'm gonna continue to work with women business owners. 555 00:25:01,892 --> 00:25:06,279 I think it is, there are still so many roadblocks for us that 556 00:25:06,429 --> 00:25:08,615 I feel so compelled mm-hmm. 557 00:25:08,855 --> 00:25:09,485 To help. 558 00:25:09,788 --> 00:25:16,105 So in terms of, building value to exit my business someday, that is also part 559 00:25:16,105 --> 00:25:17,875 of the work that I do with my clients. 560 00:25:17,880 --> 00:25:18,316 Mm-hmm. 561 00:25:18,495 --> 00:25:21,772 And I believe that we are building value every. 562 00:25:22,464 --> 00:25:23,099 In their company. 563 00:25:23,099 --> 00:25:23,909 In my company. 564 00:25:23,909 --> 00:25:28,129 Because all of the activities that you do in terms of your pricing, how 565 00:25:28,129 --> 00:25:32,302 you're perceived, how you communicate, all of that also builds value. 566 00:25:32,625 --> 00:25:34,336 And sometimes we lose sight of that. 567 00:25:34,502 --> 00:25:39,922 So that is what I focus on now and my main goal for this year is the launch of 568 00:25:39,922 --> 00:25:45,261 my book and the accelerator program and, continuing to work with clients one-on. 569 00:25:45,834 --> 00:25:46,374 Erin Austin: Fantastic. 570 00:25:46,374 --> 00:25:51,084 Well, I would like to point out that a key part of your strategy, both in your 571 00:25:51,084 --> 00:25:55,074 business, and I assume with your clients, is the creation of intellectual property. 572 00:25:55,384 --> 00:26:00,036 And I still come across every day, those who don't understand the. 573 00:26:00,165 --> 00:26:03,278 applicability of intellectual property to their service-based business. 574 00:26:03,610 --> 00:26:04,568 So do 575 00:26:04,568 --> 00:26:06,549 Patty Block: you talk explicitly to 576 00:26:06,554 --> 00:26:08,748 Erin Austin: your clients about creating intellectual property 577 00:26:08,753 --> 00:26:11,078 assets or is that just something that kind of happens naturally? 578 00:26:11,078 --> 00:26:12,603 Cuz of course we're creating it all the time. 579 00:26:12,608 --> 00:26:13,413 But is it a 580 00:26:13,413 --> 00:26:14,493 Patty Block: specific focus? 581 00:26:15,080 --> 00:26:16,495 So we do talk about that. 582 00:26:16,555 --> 00:26:18,325 And of course, I'm not an expert mm-hmm. 583 00:26:18,565 --> 00:26:25,825 In that, so I refer them to you or to an attorney who does specialize in that. 584 00:26:26,276 --> 00:26:30,495 And I will share with you that I have quite a bit of intellectual property 585 00:26:30,500 --> 00:26:33,195 and content that I have trademarked and. 586 00:26:34,325 --> 00:26:35,700 Including the broken cookie effect. 587 00:26:35,910 --> 00:26:36,000 Mm-hmm. 588 00:26:36,000 --> 00:26:37,800 it's kind of a long process. 589 00:26:37,805 --> 00:26:38,330 Mm-hmm. 590 00:26:38,415 --> 00:26:42,870 So you have to be really patient and it's so helpful when you have a guide 591 00:26:43,150 --> 00:26:48,033 like you who can guide through that process so you don't make mistakes 592 00:26:48,270 --> 00:26:50,403 and lose out on those opportunities. 593 00:26:50,408 --> 00:26:50,473 Mm-hmm. 594 00:26:50,969 --> 00:26:55,413 So yes, I absolutely do that in my business and I do talk 595 00:26:55,413 --> 00:26:56,403 with my clients about that. 596 00:26:57,168 --> 00:26:57,558 Erin Austin: Great. 597 00:26:57,809 --> 00:26:58,098 Yeah. 598 00:26:58,098 --> 00:27:02,228 And just so everyone, is aware that you don't have to have a registered, 599 00:27:02,341 --> 00:27:05,311 trademark or registered copyright in order to have an electrical property. 600 00:27:05,531 --> 00:27:07,856 as you create it, you get the rights to it. 601 00:27:08,057 --> 00:27:08,996 And so, yeah. 602 00:27:09,416 --> 00:27:11,636 Read some of my stuff and find out more about that. 603 00:27:12,021 --> 00:27:16,322 But it's all, as experts, whenever we're using our intellect, we're creating ip. 604 00:27:16,322 --> 00:27:20,230 So we wanna make sure that we understand it and, aren't shy about it. 605 00:27:20,530 --> 00:27:21,010 Okay. 606 00:27:21,010 --> 00:27:27,430 So as we wrap up, we believe in creating a more equitable society, and having 607 00:27:27,430 --> 00:27:28,990 an economy that works for everyone. 608 00:27:29,222 --> 00:27:32,800 And so is there an organization or person who's doing work in this area that you'd 609 00:27:32,800 --> 00:27:34,180 Patty Block: like to share with the audience. 610 00:27:34,430 --> 00:27:37,400 Yes, for many years I have Supported Girls Inc. 611 00:27:37,770 --> 00:27:41,000 Which is a national organization and they have chapters in major 612 00:27:41,005 --> 00:27:44,560 cities, and the idea is to, help. 613 00:27:44,608 --> 00:27:49,538 Typically underprivileged girls, but in particular girls that are entering their 614 00:27:49,538 --> 00:27:54,901 teenage years and need that additional support to think differently, behave 615 00:27:54,901 --> 00:28:00,661 differently, and to grow up into women who are capable and well educated 616 00:28:00,904 --> 00:28:03,421 and can influence those around them. 617 00:28:03,744 --> 00:28:04,041 Mm-hmm. 618 00:28:04,121 --> 00:28:04,681 So Girls Inc. 619 00:28:04,681 --> 00:28:07,081 Has been a favorite charity of mine for many. 620 00:28:07,661 --> 00:28:08,261 Wonderful, 621 00:28:08,261 --> 00:28:10,571 Erin Austin: and we will have the link to that in the show notes. 622 00:28:10,821 --> 00:28:12,861 I have a teenage boy. 623 00:28:13,546 --> 00:28:17,056 And I am so grateful that I have a boy, not a girl. 624 00:28:18,196 --> 00:28:19,246 Cause I don't know what I would do. 625 00:28:19,339 --> 00:28:22,399 the pressures on them are just extraordinary, honestly. 626 00:28:22,586 --> 00:28:24,866 and so the support that's wonderful. 627 00:28:24,896 --> 00:28:28,316 An organization that supports them and helping them through this super stressful 628 00:28:28,316 --> 00:28:29,876 time in their lives is fantastic. 629 00:28:29,936 --> 00:28:31,106 So thank you for sharing that. 630 00:28:31,414 --> 00:28:35,606 So, I know we've been talking about your book and, I believe you have an offer 631 00:28:35,606 --> 00:28:36,476 Patty Block: for the. 632 00:28:37,457 --> 00:28:43,691 I do, I offer a free bonus training called the Value Equation that will help 633 00:28:43,691 --> 00:28:48,581 you understand if you're ever tempted to offer a discount that nobody asked for. 634 00:28:48,843 --> 00:28:50,547 That's what I call an invisible discount. 635 00:28:50,887 --> 00:28:51,237 Ah. 636 00:28:52,017 --> 00:28:56,071 This training will help you understand why you're doing that and what you 637 00:28:56,071 --> 00:28:59,854 can do differently, and you can find the training and you can buy 638 00:28:59,854 --> 00:29:02,994 my book at yourhiddenadvantage.com. 639 00:29:03,377 --> 00:29:07,337 And if you're interested in the accelerator program that is at 640 00:29:07,437 --> 00:29:09,607 unlockyourhiddenadvantage.com. 641 00:29:09,884 --> 00:29:10,754 Erin Austin: Fantastic. 642 00:29:11,054 --> 00:29:14,084 And so you mentioned a couple places we can find you. 643 00:29:14,303 --> 00:29:17,564 Can we also find you on LinkedIn or where else can people find you? 644 00:29:17,984 --> 00:29:18,734 Patty Block: Absolutely. 645 00:29:18,734 --> 00:29:20,114 You can find me on LinkedIn. 646 00:29:20,334 --> 00:29:24,667 It's Patty with a y patty block and I love connecting with people. 647 00:29:24,667 --> 00:29:28,522 So please, and when you send me an, invitation to connect, please 648 00:29:28,522 --> 00:29:31,912 reference this podcast so I can make that mental connection. 649 00:29:32,173 --> 00:29:32,302 Yay. 650 00:29:32,362 --> 00:29:34,042 And you can also contact me through my. 651 00:29:35,047 --> 00:29:35,827 Fantastic. 652 00:29:36,111 --> 00:29:37,117 Erin Austin: Thank you so much, Patty. 653 00:29:37,117 --> 00:29:38,737 This has been wonderful to have you back 654 00:29:38,917 --> 00:29:40,447 Patty Block: and we'll talk again soon. 655 00:29:40,897 --> 00:29:41,557 Thank you.