Episode #45: Paid Marketing Made Simple So You Can Connect with Your Audience with Ruth Millar

Announcer (00:02): Welcome to the fast track woman podcast with your host Terra Bohlmann, you are about to get filled with business strategies, advice and motivation to get you prepared to fast track your five year plan in less than one year. So buckle up and let's create your first class business with clarity and confidence.

Terra Bohlmann (00:28): So welcome back to the fast track woman podcast. I'm your host, Terra Bohlmann, and I have a really special guest here today to interview that is going to blow your mind. So let me introduce her and we will get going. So Ruth Millar is an award winning actress, turned a leading ad and funnel strategist, and is the secret weapon behind the success of legendary influencers. Ruth's script writing background as an actress and her funnel and ad strategies have seen her clients sell out their programs, courses and live events, achieving multi five and six figure launches her company Boulevard with a legendary launch stream. Dream team of experts has over 50 years of combined online marketing experience with an award winning background in the film and television industry. So please join me in welcoming Ruth Millar. Hi Ruth, how are you? I'm so excited to be here. Thank you so much, Terra.

Terra Bohlmann (01:33): Oh, not a problem. I'm so happy. And thank you for coming on and serving us up with all kinds of great things and helping to demystify this whole idea of organic reach and organic traffic and paid traffic. I think this is really going to help women fast track their business success. Yeah, definitely. So, yeah, so to get started, you know, I would, will you share like, you know, how did you get into this? Like, you know, some people talk about, you know, the data side you come from, it seems like an artistic film side. What made you get into the space? It is a very unusual leap. I get that. I just love the power of language and call me. And I have been so lucky in my life to have worked with incredible actors like Tom Hardy. I've been in West end plays, I've done award-winning films, I've worked with some incredible directors and the most important thing is I've read incredible scripts. And I understand, and I have learned how to unpack the story and a formula behind the story. And it just seemed to transition really well for me, copywriting and the power of copywriting in the online space. And I

Ruth Millar (03:00): Developed a formula for copy that really comes from the hero's journey, which I meet. You may have heard Joseph Campbell's hero's journey and I've just managed to, well, just develop this formula that I use with every single client that comes to work with me and I'm teaching it as part of a group program.

Terra Bohlmann (03:22): That's awesome. That's so great. So for people who are like, you know, wondering like, what is, Oh, so, you know, Terry, you mentioned organic versus paid traffic, and then we've got, you know, copy as the common thing amongst both of those, right. It's like, so for those who are like, what is she talking about? Copy, copy, copy. Like, you know, and the world of online business, like copy well just, and it doesn't have to be online. It's business in general. Copy really is the words and the writing that you use to share your stories, your offers, your everything. So it's a very strategic way to be able to get your message out there. And so when we think of copy, you know, from a organic and paid perspective, can you like explain really what the differences between organic and paid? And then we'll kind of talk about how women can maximize the balance between the two so that they can really fast track.

Ruth Millar (04:19): Yes. Well, people buy on emotion. That's the key. So language when express correctly triggers an emotion in people. And I find that if you lead with the vision as opposed to the pain, so it was a very old school way of marketing a few years ago, where we would always, are you struggling with this? Are you hurting? Do you feel pain around this? And like, I find that by leading in that way, you are selling the pain. And I find that your marketing, whether it was paid or organic irrelevant of whether it was paid organic it just fell short. But if you actually lead with visionary or epiphany language, I have seen results and engagement, just shoot through the roof. And the difference between paid and organic is that people have this myth, that ads are going to do all the work for you, and that's not true. The ads keep you visible and they do the job of automating and shifting belief patterns for you. And then what you layer on top in terms of your organic, your promotions, your, you know, your daily lifestyle stuff just adds that extra layer to nurture people. And when you combine the two, it's just phenomenal. It really is.

Terra Bohlmann (05:55): I love it. I love when you talk in terms of like visionary copy or a visionary headline, I'm sure you've worked with plenty of clients to help transform the maybe old school way of, are you struggling with, or don't, you wish you fit in your skinny pants and you know, like all, you know, all the kind of a leading questions, you know, that we see all the time, what would be, can you share like an example or two of what would be a visionary copy headline example so that the audience can understand the difference and notice how they feel?

Ruth Millar (06:31): Yeah. So it's time to feel good in our own skin and feel beautiful from the inside out it's time to celebrate our bodies and celebrate ourselves as women. And it's time to join the movement of other women who are embracing every part of their beautiful cell. That is the opposite.

Terra Bohlmann (06:52): Yeah, no, I could see it. I mean, cause when yeah, you know, they always say like, you know, drill in on the pain and, and twist the knife. I've heard like some, especially in the mail online marketing space, it's like, you know, really get to there and then twist. And

Ruth Millar (07:09): It's old school, it's old school, old school and it's real marketing. It's like a little kind of thing that, you know, I do love to serve women and there is the, there is, don't get me wrong. There is the place to talk about it. But when you talk about the pain, you're using it to align and go, I know where you're at because I'd been there too. I can relate to that feeling of unworthiness, that place of feeling afraid. And I don't want other women to feel that way. So that is why I put together this program so that other women don't have to go through the same experiences like I did. Right. That's a different way of shifting that kind of messaging.

Terra Bohlmann (07:48): Oh yeah. And I think especially, I think women resonate with that a lot more. Cause as soon as I start seeing it and where it's leading with all the negative and that's all they're talking about, it's like, you know, like I just get like, Oh, here we go again, what are you going to sell me? Right. Yeah. So instead of filling it like an invitation to come join in, like you said, the movement, that's beautiful.

Ruth Millar (08:10): I love that. Yeah. And you know what, w you know, this is how, like, you know, your women who are listening here, we're here to talk about how to fast track. I have seen you probably next time, you're looking at your news feed now that you know this, or you're tuned in to that kind of a key form of marketing. You can see it from well established coaches that are credible. And then you see summarizing star, who's coming up through the ranks, who is sharing that kind of messaging. I have seen entire audiences turn and buy her product all over the successful leading industries leader in that field, you know, in such a short space of time, it's the language and the emotion that that person is sharing is so much more enticing and captivating.

Terra Bohlmann (09:02): Yes. I'm refreshing. And especially, yeah. And times that we're in now and uncertainty and all that kind of stuff, like we just want to be part of something bigger than ourselves. And I can totally see that. And I feel like, you know, especially in the expert space or influencer space or whatever you want to call the space that, you know, personal brand type of stuff that a lot of women and men are in, and it's like, you want to look at, you know, there are people who have been mega successful in this space and it's like, but then if they're not willing to like, understand this new shift and that, you know, they're going to lose customers and it makes this a wide open space for somebody who's never brand any type of paid ads to be able to just play at that level. And I think that's a really awesome opportunity for every woman business owner. So, cause you don't need to like, you know, feel like I haven't been in this for 20 years, so well, you know what, it's a open new way of doing it.

Ruth Millar (10:06): Yeah. The old days of emailing your list and selling a hundred of your programs are over that doesn't exist anymore. It's content value, content sharing value content. And so as the kind of old school idea that you put an ad out and someone signs up for your email list and you give them something that even that in itself is nothing compared to the other objectives that you can use with your Facebook ads, which is to just share a value driven content, using a little known thing called the reach objective, which is super cheap video views, where all you're really doing is you're just putting out your core content of beautiful value-driven pieces. And then you can actually tell Facebook how to schedule them so that you become famous in the feed to a small group of people. And that is incredibly powerful and inexpensive. And of course, you're tracking everybody through your cookies and you haven't even needed to ask for an email at that stage. And so it's just, again, it's like, wow, that is a refreshing way of marketing. That is very 2020. And not a lot of people even know how to use that function or are using it. So that is kind of exciting.

Terra Bohlmann (11:29): That is very exciting. And what's really cool is I think oftentimes when we think of Facebook ads or whatever ads, Google ads, you know, their, every social media platform has ads, right? So it's like, we think of, Oh, it's so overwhelming. And like, Oh, I need to have a big, huge budget. I had interviewed somebody recently. And we had talked about, you know, that even some of the big name, a male marketer, I don't remember specifically which one, but said, you know, you can do all these million dollar launches, but you need to be spending 900,000 on Facebook ads, you know? And it's like, what, like, you know, we want to be profitable with women entrepreneurs. And in order to do that, we don't need a million customers. Like we're saying, you can do a reach campaign, record a video, or do an amazing heartfelt post. Right. And then share that and just go for the reach and then like, and it doesn't have to be huge and it doesn't have to be expensive. So it's a great way to put your toe in the water, you know, for lack of better words. I love that.

Ruth Millar (12:36): Yes. And you had to, I was listening to one of your previous podcasts where you had this sales, it's amazing sales lady on. And she was talking about how the power is in the followup. And if you can imagine just if you're using these very low cost strategic ad campaigns, but the content is so rich. And then you're retargeting that audience who have either viewed that post or watch that video to a certain length, 95% of that video or more, they are hot, they are already hot. So if you then retarget them into just your Facebook group, you don't even need to leave the platform or Facebook group or Instagram to create 10 [inaudible] months, because then it's just you reaching out knowing where to look and just nurturing your audience organically. And it's that combination of paid and organic marketing that I have seen fast track people.

Terra Bohlmann (13:31): So good. This is such good stuff. I mean, I think there's such a relief that comes with Ruth. Being able to give us all permission to not have to, I don't know, like go hundred percent off

Ruth Millar (13:44): All in stages, do it in stages, do it in baby steps, you know, and I hate the word lead. These are people, these are human beings and every single person that is coming into your world is worthy of a conversation. And this is another thing it's about the longterm vision. I mean, the women who are nailing it and building, you know, vast wealth are the people who are really aware of the big picture and are really aware of just where everybody is. And that is, you know, they're not just data-driven numbers, let's get a thousand people in and then that's just kind of, no, no, that's not.

Terra Bohlmann (14:27): Yeah. We're looking for customers for life. I mean, I always say like as a type of coach that I am, I'm a catch and releaser, I know my strengths, they around let's build the strategy, the plan, let's get you going. How hold you accountable to it? You know, the max, I usually, I work with people for a year, you know, in a lot of cases because my promise is to fast track the five year plan in less than a year. So we have to first create the five year plan. Then, you know, we go and put the plan together, which is what I call the business map. And then it's like execution. And I have some clients that were like, they want to stay on and whatever, because they're continuing to get results. But then, you know, but I don't make it a big, like, you know, icky thing. They'll be like, well, you can never leave my sphere. No, I'd like to coach you out of me because then you're ready for them. Even the next level. I know, you know, we know our lanes and that's super powerful. And when you, when Ruth was talking about strategy, I mean, just having your, you know, this overall strategy around your paid and your organic reach is super important, but you have to understand even the bigger business strategy on where you're going with things.

Ruth Millar (15:41): I couldn't agree more. And that's why it's so holistic. That's why if you want to fast track, like you're saying, you need somebody like you coaching them, you need somebody like me and the team, you know, you need, you need a team of people who are all, like you said, just encouraging you and helping you see where you need to be, because really where you need to be is you need to be showing up for your audience. And everything else should bolster and just help them support that. And it needn't feel hard work. I mean, there is work, there is work and you can't get that starry eyed syndrome with ads like with, you know, I'm sure you agree, you see this kind of strategy, you have your own strategy like this and your own business and other businesses, you have to keep your blinkers on and you have to follow through on that one thing that you do so well and just tweak it and tweak it and tweak it and tweak it and tweak it. And those that tweak it and have the patients they get always get where they want to

Terra Bohlmann (16:44): Always. This is so even when you're thinking in terms of, you know, driving traffic and whatnot, it's about, it's not a sprint, it's a marathon. And with, we're looking for short little wins and I'm doing a launch. And I think if I do Facebook ads and Instagram ads, I'm going to get that a hundred thousand dollar launch. And like she said, no, it's really, it starts way before that. And so that you can balance your organic reach with your paid. And maybe this is something that I don't even, I definitely don't know. And I'm curious about, like, if somebody just went with an all organic strategy or they went with an all paid, you know, strategy, like what tends to happen.

Ruth Millar (17:25): I have seen someone who goes with an all organic strategy to sometimes get the same results as someone who's gone in with an all paid strategy. And I, and you know, like you said, like the thing that works is what I love is when I take the person who has got results, when our organic strategy and then plugged look at what there's something that they are doing that is working so well. And my job is to just recreate that or boost that, you know, that is the beauty with ads and with them content and all the rest of it, it's about how can I maximize what she's already doing. So they're the ideal customer. They are the absolute ideal client for me because they have proven to themselves that they can sell a product and they know how to nurture and sell their product where you're not ready for ads is when you really haven't validated your product. You haven't sold your product before. And I would never, ever suggest that you do a big paid launch with a product that you haven't sold necessarily before. But what I would recommend that you do is do what we call an evergreen list building or visibility campaign whereby you are just attracting and captivating the right audiences for a future product that you can then develop out. And then that would be a great transition. Does that make sense?

Terra Bohlmann (18:58): Totally. And it's the equivalent of, you know, what she's saying is like, let's, you know, just have some consistent like list building and people talk about list building. It's like, okay, great. How do I get people on my list? Do I just add them if I get their card or do I know it's like, what she's saying is we've got to have a consistent campaign that gets you visibility that draws them into you closer so that when you do go to offer up something, it's going to feel genuine and beautiful versus the people. And we all know the people who only reach out to you when they want something.

Ruth Millar (19:34): Yes. Yeah. And the customers, clients, they're not stupid. You know, we are there, we are savvy online now and we can spot bullshit. We can really say, you know, what's lacking integrity. And then also we can feel what is revolutionary and exciting and new and refreshing. And we're naturally drawn to that, which makes this time that we're in, in one way, you know, super scary for a lot of people, but just probably one of the most exciting times I've ever seen in terms of the opportunity for people, if they want to dip their toe in and get, and really go for it. I am a late developer, you know, I only got into the online space late and I, you know, I know how quickly it can happen. You know? So, you know, the beauty of this that we're talking about is if you do this right, your way, my, the way that we're talking about this holistic way, you're going to get there, no matter what you will get there, you will get there. Yeah.

Terra Bohlmann (20:43): That's so it's good. Yeah. I mean, I, you know, we think often, you know, cause even, even for me, it's like, I haven't, I've grown my business pretty cheek to cheek up to this point. Like their relationships live events, you know, I'll do some virtual masterclasses and stuff here and there, but I've been just as guilty at not doing any type of consistent visibility campaign or, you know, I've probably done what I've dabbled in Facebook because like so many of us women business owners, you know, I struggle with the perfectionist syndrome and you know, for me, it was like, if I'm going to get into Facebook ads, I need to understand it. I need to like, you know, this is like the analyzer and me, it's like, I get, understand it. I want to try to like, how do you maximize it? And what's the budget.

Terra Bohlmann (21:29): And what's, you know, I get all geeked out. Like we were talking before the podcast and I was like, we can totally get geeked out on some of this stuff. And it's like, but then that feels like a full time job just to like manage the Facebook ads. And it's like, okay, I also need to serve my clients. I also need to record the podcast. I also need to do all the things right. That it takes to run your business. So for the person, who's like, you know what, I'm totally vibing with what Ruth is saying, you know, but I haven't even, you know, maybe she's built her business cheek to cheek or, you know, maybe she does do some stuff on video on Facebook, but she goes live from her personal page or something like that. It's like, you know, what advice do you have for her that want to take it to that next level so that we can have more of this balance of organic and paid?

Ruth Millar (22:20): Yeah. It's for me, this is a real passion of mine because I want to just pick up on what you said for me. You know, I'm a bit of a control freak. I'm not going to lie. I don't want to be in like, like a team who goes in and works my ads. Now I want to understand just the basics. And this is the thing. This is the thing. When you hand off your ads, you know, I, so many people come to me and they've been burned before because they've either DIY to themselves and they've got a big program and it's been so overwhelming or what they've done is they've hired this, outsource the whole thing and given them a ton of money and go do this for me. And they've not even had any involvement whatsoever. And that doesn't work either. There are just little tiny little benchmarks, like just key little things that you can learn that you don't need to have like a Mensa education in the backend of a business manager.

Ruth Millar (23:14): You can just, some people don't even know that you can, even that there is even a backend of Facebook. And just knowing that there is a backend of Facebook and just understanding how to simply boost a post the right way, how that you can actually go in and create audiences that is like the most powerful thing you can go in and create audiences and do the simplest of campaigns that will give you the maximum return and just little benchmarks. Just, you just need to learn just a couple of little things that will tell you if your ads are working and then you can get the hell out of there. You can put it on repeat and just turn it on and off. So I would say for a total newcomer, I would say, look at your core content. If you understand, if you can go and have a look and see what pieces of content like curate your own content, what am I putting out there?

Ruth Millar (24:01): That's getting tons of comments, likes and shares, you know, because there's some beauty in that. And then I would consider putting together just a really simple, we targeting content strategy, just collect your audiences and retarget them just simply with a few different pieces. And you would be so surprised. I've seen people, you know, create 10 K you know, within a couple of weeks of just doing a little tiny, little bit of retargeting with a video, doing stuff that they're already doing naturally, but just adding a little bit of budget behind it can see that's it, it doesn't have to be complex.

Terra Bohlmann (24:37): So do the video based on what she said, your core content, and that may be someone listening. It may be your step one is I got to get clear on my core content, right? Cause it's like from a branding perspective, you know, I struggled with this for years. I make no secret about it. But as a, as a strategist, my job is to go in and find the gaps in your entire business model. So it's like sometimes that people think they have a marketing problem, but they really have a sales problem. Or, you know, they may have a revenue problem because they're just not clear on something that's foundational and they're confusing their audience. So when she says core content, think it's like reverse engineering, right? It's like, think of what you want to promote. Whether maybe it's a $99 product. It could be a $25,000 mastermind. Like whatever that end is, come up with. What's the core content you need somebody to understand so that they feel in alignment with you. Right? And then this is how I would interpret it. But please, please, please correct me if I'm wrong. But like, cause I haven't been great at all ads side of things myself. But because I was the one I paid people and I'm like, well, that was a lot of money that went down the drain. And I don't know if it works.

Terra Bohlmann (25:51): No, it's true. All we can do is learn from it. Yes. Please run my ads. Oh, that's funny. The people who joined my program are all people. I have a relationship with. Who've been to a live event of mine. Okay. Does this ad thing? It didn't work for me. So, but I love what you're saying. So it's like, what I would think we would do is you come up with your core content, you know, your pillar content, which I'm sure is like a whole thing. And working with you, it's like, okay, what are the most simplistic things that you can share to get people to the awareness of? Oh, I've never thought of it like that or something that makes you unique. You may record a video and post it on your Facebook business page. Right? Personal page.

Ruth Millar (26:34): You just nailed it. You identify, do your research and identify if you've done your research. I'm sure you said that that's the most important thing. It doesn't matter if you are seven figure or if you're just starting out in business, just take a week and just ask your audience emotional driven questions. So that's questions that you cannot possibly, that they cannot possibly answer with a simple yes or no. Like imagine your life six months from now. Imagine just for a minute, that money was limitless that you could just choose to be and do whatever you want to do. Where are you? What are you doing? What does it look like? What are you smelling? What are you, you know, who are you with? And then questions. Like what are the three things that you're struggling with the most? And why do you think that is?

Ruth Millar (27:18): What do you think? You need to see a shift in that area? People don't ask those questions. We as coaches, we serve up what we know they need, but that's not necessarily, they didn't even know that. Like that's me talking and selling split testing, that would be so boring. Nobody knows or cares about split testing. What we do care about is how they're going to find a down payment on that dream house that they want. And so that's it, it's, it's understanding the language and then creating content around it. That's going to shift those limiting beliefs, meet their objections. So that by the time they're at that post or that content, that that's the final bit of your automated content they're already like, wow. I'm I'm in, I love this. I'm with Terra. I'm in I'm. Wow. Then your sales is just tipping them over the edge.

Terra Bohlmann (28:08): Let's go. Are you ready to go click, click here? And it's like, boom, but we don't. Do you ask, like in the video, do you go for the, the ask or are we just simply serving and sharing and then retarget and then

Ruth Millar (28:21): Yeah, it's like, it's like, I always do the first day. I always do it. It's like a date. The first stage is your, I call it like take the dance floor. It's look at me. I'm in my beautiful dress on, I'm just having a good time. And I want you to share with me and, and I'm not asking or doing anything. I'm just giving an a, we're just having some fun together. And then the second phase is so that's the awareness phase. And then you move into the consideration phase that set the first state. So then you're retargeting them with a little bit more content you're serving. You're giving them a few, you're speaking to their problems. You're providing a few solutions and then they're moving into that preference. So the third phase is they're in the preference phase and they're like, I'm picking you. I want to run with you for a little bit. I think, I think I like being in your space for a while. I'm going to be here and I'm going to buy a few things from you and I'm going to test you out. And then they move into the loyalty, which is meeting the parents. You've got them for less than meet the parents phase. You've got them for life. And they're like your number one fan ambassador, and usually your collaborator and your partner and your podcast buddy. And, and you bring them up with you.

Terra Bohlmann (29:30): Yes. I love, I've never heard the analogies like that. And I just need, I've heard the first date and like, don't ask for marriage on the first day and like, you know that, but the way you, it as like, beyond, like that is so cool. So the dance I'm showing up, look at me, twirling around in my dress and then come and like, Oh, okay. Like who is this person then? Yeah. That's a beautiful way to look at it. And then the meet, the parents like brilliant, brilliant. That's that's so cool. And I mean, and, and from a campaign standpoint that doesn't have to feel overwhelming. I mean, that is literally what, it could be four videos, three or four videos that you're. And when she says retargeting, like we explain what retargeting means. Sometimes I feel like in our industry, we just throw around words like copy and retargeting.

Ruth Millar (30:17): Yes. I mean, assume that everybody knows anybody that's clicked or watched or taken an action on that poll. So anyone that's interacted and there's so many, Oh my gosh. I mean, I, this is where I geek out because when it's like a rabbit hole, once you discover that it's like, what is it? The pill in the pill, in the matrix or whatever, where you like, realize that there's this whole world that you didn't know about. And yet just, and just understanding, but there's a few little things that you can do. It's actually simple. You're just, again, it's my thing is copying and audiences, I get very excited about audiences is just building audiences who do certain things, and then you just boost the post in front of that audience. And it's, it's really not that complex. Yeah. I wish I could be designed Facebook ads manager. I wish I could go in and give a shit all back and cover it in. I don't know.

Terra Bohlmann (31:15): I know. Yeah. Oh, I agree. And then it's like, you know, then you go into, what is it like, there's the Facebook, like, you know, the boosting of the post. Everyone's like don't ever touch the boost button. It will mess with the algorithm, you know? And it's just like, Oh, some of this advice, like it's so conflicting, which then like confuses women, business owners.

Ruth Millar (31:35): They do it deliberately because they want it. I don't know. I feel like that's why I love being a woman, like a techie women and artistic, because I feel like you just feel so.

Terra Bohlmann (31:47): Yeah. Right. Yeah. And it's like, my husband always says he, sometimes he just has like this most profound way of saying things. Cause he's, he's an engineer. He's very analytical. But then like something, a quote or something will really resonate with them. And, and I forgot who he quoted, but he's like the biggest lie I ever told was it's not really that simple. And that's to kind of keep everyone scared to even attempt to go for this where it's like, Ruth is giving us the permission. And at the end of the day, you record the video, which there's a whole mindset stuff that even needs to happen for some women who are like, you want me to record a video? I don't know what to say. Like, I feel fat, you know, all this, the fears that come up right. And I say it in probably every podcast episode, but it's like, Hey, you want to know your insecurity is open a business. They'll all come out. So you may have to work through some of that stuff just to record the video and then you'll record it. And you realized, Oh, I didn't die. And Oh my gosh, people are actually engaging with this content. And maybe I haven't been patched at someone.

Ruth Millar (32:51): Oh my gosh, you just get me so excited there because one of the reasons why women feel so afraid to go live, if you ask women why they are afraid to go live, most of them, I would say 99% say, I just don't know what to see. I don't want to look an idiot. I don't want some, I just don't know what to say. And the thing is, Oh my God, can you imagine if just doing that little simple survey, but just taking that step and listening to your audience, they give you all of the answers. And then you knew exactly what to say. Like, I know exactly what to say now. And sometimes I have it all written out. You know, I certainly, you know, I, I have my crutches, I have my things I need, but that when you know what you're going to say, it's a totally different.

Terra Bohlmann (33:39): And to me, the main strategy, like when you roll up, you know, an entire business model and look at the strategy, it's like, when you know who your perfect customer is then, and you know what you sell, right? You have these basic, the foundational pieces in place and you know, the things they're struggling with, but you also know the aspirations. I mean, what else do you need to do except for go build the audience. Oh, she likes Oprah. So guess what I'm going to do. I'm going to put in my audience that she likes Oprah, you know? And it's like,

Ruth Millar (34:13): Oh, I love this. I love it. I love this. And it goes back to what your husband is seeing it is that simple. It really is that simple. And then what is the wonderful about that is the other thing that women are scared of is they're worried what their exploit friends or their family members. But if you do exactly what you just said and the way that you just said it, your audience is exactly the audience and the reaction and the engagement goes through the roof. And you think why on earth? Wasn't I doing this before? And you know, you're like, somebody stopped me. I'm no hooked.

Terra Bohlmann (34:48): I will give you a perfect example of this. Oh, I'm I have an obsession with Chanel broaches. It's like a thing. I see them as little art pieces. I have, I have like this, you know, boxes of what they're in cases and that's glass and you know, and I stare at them all the time. And you know, I mean, sometimes I, if I go out and wear a dress, I'll wear three of them at all one time, because I love them. And if I go on a trip, it's like, that's always like my souvenir. I'm always, and it's not even about it is about the collecting of it. I see it as like, for me, it's art. I also see it as, I really love the hunt. So if I'm in Paris, I want to like go to hunt to all the Chanel stores there and be like, I found it cause I have like a wishlist of all the birches I ever want.

Terra Bohlmann (35:34): And you know, they only show so many and it's like this whole little cultish community of people who like, are all about Chanel, broaches, right? It's like, it's a thing. And you know, I go in and I remember the first time I was like, I'm going to buy a broach. And I went in for the first time. And if I hadn't have no, when I go into Chanel, like you just look around and they have maybe a couple broaches from their collection and they're just on display. And you're like, well, I don't want ones. That's like a sailboat. Like, I just want this CC, like just a classic brooch. Oh my God. I love that. And if I wouldn't, if I wouldn't have went in and known that when you go in, you go, hi. I'd like to see all your brooches. And then they bring them out.

Terra Bohlmann (36:17): This is like, I'm telling a big secret right now, but it's like, they bring out the display boxes, brooches, just all the brush and a display, the ones that are part of the current collection for the novices of, yeah, of course. Like they, you know, but they have hidden broaches that they're like, and sometimes they'll actually be like, well, here's, we only have it. And it's one, you know, and it's from the two year ago collection or something, you know? And so every Chanel has different ones. And so, so the it's part of the hunt. So I'm telling you this, because like, it's an obsession of mine. When you think of a core content pillar, like it's something that is me, but I was very scared to put it out there because I didn't want anyone to think I was like too bougie or fancy or look at how snobby she is with her Chanel broaches.

Terra Bohlmann (37:10): You know, I also shop at target and, you know, and stuff too, but it's like, it's my passion. And so for the really one of the first times I've dabbled in introducing the broaches to, you know, as part of my personality. And I did that from, I think it was yesterday. I may have posted something on Instagram. Like, here's my latest baby. You know, I got it. It's part of the art deco collection. It's so blingy was missing, like, and it's so beautiful and I love it. And you know, and I was just like, I love the hunt I love. And I like shared

Ruth Millar (37:42): Yes, yes. That gave you the most engagement. And this is a beautiful thing, like with go back to your, that aspirational stuff, that personality stuff, that lifestyle stuff, that stuff makes you totally unique to anybody else out there. I don't, nobody else is doing anything remotely and it's aspirational. Yeah. It really is aspirational. And you've got a lot when I wish I, I wanna, I want to be, you know, using through Paris, different courtyards and looking for shopping from my, my Chanel broach. I get to do that.

Terra Bohlmann (38:17): And I'm at a point now where I have the, I have a signature program that I have in beta right now, but I'm launching it bigger and a few months. But as part of that program, they're just going to be monthly hunts that we can do. Right. And then for people who do well with it and actually finish all the things, I have no problem buying them their own Chanel brochure.

Ruth Millar (38:40): Right. That's it,

Terra Bohlmann (38:42): I'm just like, I want all the women who ever want a broach that treasure it, you should have it, but maybe if brochures might not be your thing, that's totally fine. But like, I think every woman should have something beautiful in their closet that makes them feel really good. Yeah.

Ruth Millar (38:57): But so beautiful about that as well. It's like, that is what I call the epiphany, the visionary thing, because people think that they want that million dollar or a hundred K launched or that 10 K month or whatever it is that they want is irrelevant. That's not actually what they want. It's what they are going to do with that money. It's what they're, sometimes it's even the exit strategy. Sometimes it's just, you know, like I got a thing about a Burberry coat, like I'm just obsessed with, for me to just like the height of luxury and, and traveling. And so that's the same thing with the messaging. It's like, you know, that's the stuff, that's the stuff that is the vision that should always be at the heart and the center of everything that you do.

Terra Bohlmann (39:51): Oh. So true. And don't be afraid to put it out there because I was for years and I had a so I've been secretly collecting them, like in my boxes and everyone I named like, if, so, if I ever refer someone, they, and they gave me like a referral fee, I'm like, okay, thank you. I'm going to buy a broach. I'm going to name it, your name. So it would be like, if I refer someone and you're like, Hey Terra, thank you for that client. I would say, this is the Ruth. Right. So I like, so I look at him and I see this, the friendship, I see connections. I see, you know, just travel that I've been on. And it's like, okay, that was from Paris that one's New York. And like, I have this relationship with each one of them, which is why I wear, like, if I could wear all of them at one time, which I should probably do a photo shoot with that, you know, it's a little psychotic. Like sometimes my husband looks at this gorgeous. Yeah.

Ruth Millar (40:44): Turban kind of like with all over or just beautiful.

Terra Bohlmann (40:50): I love it. It's just a topic that I'm super passionate about. And so, but my biggest fear came, realized I had a live event on, I think it was last year and I had a brand photographer there that was giving tips on brand photography. And she was showing some of my new images, which, you know, she had one that was, she's like, bring your bros broach box. And I had brought it and of me like, Oh, and she, the one lady raised her hand, I was like, you know, that's great. But it looks really high end. And it doesn't resonate with me because I don't care about that kind of luxury stuff. So I feel disconnected from Terra because of that. And it's kind of like knife in the heart twisted, like the biggest fear

Ruth Millar (41:30): Approaches. Wow. Someone

Terra Bohlmann (41:34): Is judging me because of my passion. Right. And I thought, Oh wow. And then the more I thought about it and you know, of course I sit in overanalyze things, but like, you know, I was like, that's okay. So she's not one of my people,

Ruth Millar (41:49): You know, and it's wonderful. You've made it. I feel like you've made it, you've made it. You know, you have to polarize, you're going to, you must be polarizing your Facebook, Instagram, social media channels. They are polarizing. They love the more polarizing you can be. You know, don't be afraid to state what you love and what you don't love, you know, what you like and what you do it like because the more you sit on the fence and the more you hide, you know, the harder it will be for you to attract your, your people.

Terra Bohlmann (42:24): Yes. And I want the people who are happy for me when I get the brochure, not the one that's going, I can't believe she's spent that kind of money on a pin for her to rest. And when she could have been donating that to the food bank or, you know, it's like, I don't want that in my life as you, we, you know, we all have our things. So we just don't, we don't want that negative energy around it.

Ruth Millar (42:46): It's also assuming so much,

Terra Bohlmann (42:48): So much. And what the greatest thing was, is at that live event. And I was like, what you're also not seeing in there is, you know, I, there's some heirloom birches that I also have in there that were my great grandma that came over from Russia. And, you know, and like, they're really old. And you know, I like broaches, but I love Chanel brooches. So, you know, it is what it is. I love that. So in wrapping up a couple of things, you know, can you speak to the fact that you know about money and how you can actually use money as a resource to make more?

Ruth Millar (43:21): Yes. I feel so passionate about money. I love money. I'm afraid of saying, I love money. I love, and I say it like a mantra. I love money. I love money. I love money. So easy money comes easily. It's amazing how easy it is to make money, because I understand what it's like to have. None. I know what it's like to be in lock. I know what it's like. I have had a huge shift in my own personal life. And so I really align, and I understand what it's like to come from nothing and to be in a place where you have got palpitations about money and you're an hour a member was holding on to anything that I had fiercely with tight fists and, you know, holding onto and holding onto it, holding onto it. But money is, is meant to flow. Money is it's meant to come and go. And you're meant to have fun with money. You're meant to buy Chanel broaches with money. You're meant to donate money. You're meant to give money. And your mint and money is to be used as a resource to make more of it. Currently with Facebook, you know, every pound or dollar you put in, you get four pounds or $4 back. Wow.

Terra Bohlmann (44:37): Wow. And right now, especially like aren't costs low as low as they've been in a while or something like that,

Ruth Millar (44:45): A crazy loop. But I want to make this very clear as well. Yes, they are. There's a 40% draw. I seen a 60% drop, but I preach about this, that I don't really care about the little cost leads, because it's really irrelevant compared to your product and what you're selling. Like if you are selling a 25 K retreat package or a mastermind package, you're not going to care if your, if your cost per lead, which means how much it's cost you for that Paris to join your email list or whatever action that you've asked them to do your webinar or whatever it is that you want them to do costs 10, 12, 15, $20. If the return on that is 25,000 no brainer. But if you are, you know, a yoga coach and you have a beautiful membership and you want to build a membership over 12 months, that, you know, you want 500 people in your membership and your membership is 27 pounds or dollars a month. You know, you're not going to want to be paying $20. So right now, if you are, if you have a low cost membership, you definitely wouldn't be jumping in the ad pool right now, because I have got clients who are seeing like 30 cents, 50 cents per lead, where like, usually it's a pound or a pound 50 for that industry, which is crazy little. But you have to think about your margins. You think it has to be, it has to make sense.

Terra Bohlmann (46:21): Good. We you know, it's true. You know, it's like, you got to understand the end game. Like what you ultimately, the perfect solution for them. And I, you know, I call it your signature offer. Mine is the fast track accelerator. What's, what's your Ruth, do you have a signature offer? I would imagine. Or something.

Ruth Millar (46:37): I have a, I have an online star is born. Yes. Is that all?

Terra Bohlmann (46:45): So we know that if this is a great solution for, you know, this woman, man, dah, dah, dah, they like Oprah. They this, you know, they follow this person that, you know, are this age, you know, they live here. Like, that's what she talks about, building an audience. And then you can, we have the tools to create this and put it into our life and, and then make some magic happen. And like with people who are your people and you don't need a million of them, that's, what's cool. Like I'm maybe work with 50 to 75, maybe 50 to 75 people a year. That's like not a ton, you know? And some people are even, you know, less than that. And then some people have a more low cost higher volume model, or maybe they would need the 500 people in their membership in order to make their million plus or whatever their goals are.

Terra Bohlmann (47:36): So it's like, we have to be, you got to know this. And then it's like reverse engineer and, you know, learn from someone like Ruth that can help you make these baby steps. Like I'm a big baby stuffer. So it's like make these baby steps so that you can see it work. And then, you know, for every dollar or pound, as you say, which is much more eloquent, you put in, you get four times that back like it. Yeah. It's a no brainer. So I love it. So good. Say so before we wrap up, I always ask everyone, since this is the fast track podcast, what is your number one tip for women who are looking to go faster and to reach their business success? What's the number one tip you have, or maybe something that, you know, you had experienced the hard way that you wish you would have known. What's something you could share with that woman right now.

Ruth Millar (48:31): It's all, like I said before, it's everything is always working out for me. Everything is easy. I deserve this. This is coming to me. I, I feel it. I know it. And it's already written. It's the language that you say to yourself that really is, I think the higher or the more raised consciousness are the further that we get in business or the more successful we get, you realize how important it is, your self care and the language that you say to yourself. And if that's in place, all the rest is just, it wasn't real.

Terra Bohlmann (49:10): Right. And the rest works itself out. And as can raise your hand, if you have a bit of a control freak, I think that's a most women entrepreneurs, you know, it's like we have to learn to trust and say like, you know, use the language that we want or that, you know, and really just feel it through affirmations, through languaging and careful what you S you know, being careful and intentional about what you say. And then the rest works itself out, and we have to trust that. And that was something I had to learn. It took me probably seven years in my business to learn. Cause I was weird, joking beforehand. I think I said, I'm not woo woo. But I'm woo. And so it's like, you know, but it is really a balance of that. And that's a big secret to people that you see just like catapult quickly is because they've done that type of work for themselves.

Terra Bohlmann (50:03): And it's really powerful. I was a get into the business strategies, then figure out that I have to be gentle with myself, but it was part of our journey so that we can help other people and understand the frustration. So I'm like, okay, we don't have to have all the answers and we need to learn how to trust. So that's beautiful. So beautiful. So Ruth, this was such an interview. Thank you so much for all the wisdom you shared. How can people get in touch with you if they want to learn more? Thank you so much. Yes. So I actually prepared a little gift for your audience or a little calculator too, so they can have a plate with some of their signature products and have a look at some of the return that they can make with ads should be like to play around with that.

Terra Bohlmann (50:53): And you can get that at BoulevardMarketing.co. I love it. I'm going to go grab it myself because I'm super interested in, you know, taking those next baby steps to do ads, even myself. So this has been fantastic. We'll put the link in the show notes, and as you can go to TerraBohlmann.com/podcast, and we'll have a link to BoulevardMarketing.co as well as a transcript and all the good stuff on those episodes. So thank you again, Ruth, you were fantastic. And I just appreciate everything that you're doing to help serve more women business owners. So thank you so much. I have so much fun. Thank you very much.

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