That little voice of doubt inside your head can be the biggest barrier between you and your goals.
In this episode, Samantha is joined by Laura Catella and they dive into a topic often overlooked, but crucial for success. Laura shares her journey from aspiring investment banker to top-tier copywriter and coach, shedding light on how confidence and personal work play pivotal roles in attracting premium clients.
Samantha and Laura explore various strategies to combat self-doubt, the fine line between confidence and arrogance, and the importance of pricing your services confidently.
Keep in mind that confidence isn’t about never having doubts — it’s about acting despite them.
IN THIS EPISODE YOU’LL DISCOVER:
- A great example of an “open loop” in copywriting (00:07)
- Laura’s journey from aspiring investment banker to renowned copywriter and coach (01:15)
- How self-doubt affects everyone, even the most successful entrepreneurs (03:13)
- Practical strategies to face your inner critic and combat self-doubt (04:30)
- How our desires reflect what the universe wants for us and the cost of ignoring them (09:01)
- The fine line between being confident and being arrogant (09:58)
- Why pricing and self-worth are distinct but interconnected (12:55)
- Practical strategies and mindsets for handling objections (17:35)
- Why seeking resistance can be a sign of hitting the right price point (24:46)
- The role of consistency and making clients feel safe and supported (28:59)
- Laura’s resource to help people to unlock their confidence (33:56)
- When and how to evolve your services or products to justify a price increase and maintain confidence in your offerings (36:53)
QUOTES
“Entrepreneurship is the greatest personal growth journey that we can go on.” – Samantha Riley
“It’s not the lack of confidence. It’s a choice you make to be in control, even if the confidence is not there. And that’s a muscle. So the more you work that muscle, the less that intrusive voice of, ‘You can’t do this,’ is going to come up.” – Laura Catella
“If I’m a part of the universe, which we are, most people would agree to that, then you wanting something is what the universe wants for itself.” – Laura Catella
“Confidence is open. Confidence can listen, can entertain different points of view, different opinions. Arrogance is closed.” – Laura Catella
“If you don’t want something to be true, stop thinking it. We are masters at turning what we think into a reality.” – Laura Catella
“We need to come from a place of love, from a place of service. We know we’re the right person for the job. By the time we’ve got our ideal person on the phone, we know that we can help them. But sometimes, it’s just not the right time.” – Samantha Riley
Resources Mentioned In This Episode
Laura’s free resource: Unlock Clarity & Confidence in 6 Simple Steps So That You Can Effortlessly Increase Ambition, Motivation, And Success While Still Having Fun And Free Time
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ABOUT LAURA CATELLA
Laura Catella is a multi-passionate entrepreneur who has grown e-commerce and direct response brands in Beauty, Health, Internet Marketing, and Financial Education. She’s thought by many to be one of the best mindset coaches, copywriters and copy coaches alive.
When first asked to coach, Laura’s clients would routinely ask, “how do you do it?” They’d ask it about copywriting, being a 6-figure freelancer her very first year in the game, starting her own offers, scaling her own brands, and balancing a robust personal life, including motherhood (Eden, Laura’s daughter, is a legendary little 4 year old girl). The answers always came back to mindset over tactics. Coaching on mindset took considerably more persistence than teaching a tactic, but the results were exponential for her clients, and the work was so much more fulfilling for them and Laura. This inspired Laura to create Diamond Day Mastermind, the premier personal development experience for entrepreneurs, which is now touted to be the very best event of its kind in the industry.
Laura also runs group mindset coaching cohorts 3-4 times per year, where she teaches her Diamond Mind Framework. She’s the creator of Game Frame, which is one of the world’s best marketing training programs that takes unique approaches to branding, copy, and creativity. She’s an accomplished NLHE Poker player and has three pets: two cats, Trinket and Bluff, and a dog, Winston. She stargazes nightly
WHERE TO FIND LAURA CATELLA
- Personal website: https://www.lauracatella.com/
- Business website: https://www.diamonddaymastermind.com/
- LinkedIn: https://www.linkedin.com/in/lauracatella/
- Facebook: https://www.facebook.com/laura.catella
- Instagram: https://www.instagram.com/laura.catella/
- YouTube: https://www.youtube.com/c/LauraCatella
CONNECT WITH SAMANTHA RILEY
Facebook: Samantha Riley
Instagram: @thesamriley
LinkedIn: Samantha Riley
Twitter: @thesamriley
TRANSCRIPTION
Samantha Riley 0:00
Welcome to today’s episode of Influence By Design. I’m your host, Samantha Riley. And today we’re going to talk about a topic that doesn’t get covered a lot. But I actually feel like this is one of the biggest things that are holding people back, potentially holding you back from getting to the level that you want to be getting today. So I’m not even going to tell you what it is yet. But I’ve invited Laura Catella to the show. So welcome, Laura. I’m really looking forward to riffing with you about this topic today.
Laura Catella 0:31
We call that an open loop in copywriting.
Samantha Riley 0:36
I wouldn’t know that at all. Well, I’m happy…
Laura Catella 0:42
… but right before that, here’s this. So great.
Samantha Riley 0:49
Why don’t you share a little bit about yourself? What is it that you do and how did you get here?
Laura Catella 0:55
My parents had a codependent relationship. And no, I’m kidding. I’m kidding.
Samantha Riley 1:06
I was like, Okay, we’re starting here, my wasted my parents, I thought, Oh, my God, right back to day one.
Laura Catella 1:15
It all starts with them. Doesn’t it? So the way I found myself in the crazy internet marketing coaching world, began in 2008, after I graduated from college and thought I would be an investment banker. The problem was, it was 2008. And so I did not get a job at any of the banks that I felt were foretold to me. And by a miracle of fate, I Googled how to make money online. And when I Googled that, some twists and turns led me to discover this thing called copywriting. And as soon as I had an understanding of what that was, I had always fancied myself a writer, and I always really enjoyed advertising and marketing, I was into it. And soon as I understood that copywriting was the way to be not a poor writer, potentially, I was like, I’m gonna do this, I’m going to do this. And so for however long it’s been since then, from 2008 until now, I’ve mainly been known in this space as a copywriter. But through providing copywriting services, I learned how to attract premium top dollar clients. And so that’s something I’ve been able to teach people across different disciplines. It doesn’t matter if you offer copy or web designer coaching, therapy, healing work, energy work. There’s fundamental principles that have to do with yourself, your own personal work, and the messaging and the communication that you put out there to get in alignment with those premium clients that I’m sure a lot of people in your audience would love to work with.
Samantha Riley 3:13
Love that. The thing we’re actually going to start off talking about is confidence. Because I feel that this is this insidious little black thing that sits behind or on top on everyone’s shoulder, no matter how amazing people are. There’s always this thing that comes up. I’m not good enough to do that. Who am I to do that? I’m, I don’t know enough about that. I’m not, gosh, even for females, I’m not attractive enough to be able to put myself out there to do that. It is insane. The amount of things that come up for us in entrepreneurship. And, you know, one of the things I always say is that I believe that entrepreneurship is the greatest personal growth journey that we can go on. Amen. Let’s talk about confidence. Because, well actually, this is my, let’s go here, because you’re probably about to absolutely go into this. I don’t think you have to be confident to do the thing. But I feel that you need to act confident. I’d love to hear your take on this.
Laura Catella 4:30
Man, that’s such an interesting perspective. And there’s so many approaches you can take to wrestling with this demon of the inner critic or the negative voice or what one may perceive as a lack of confidence. And other folks can be so prescriptive in their medicine for it. So I think our first step is to really walk it back and say, here’s a great thing, there are actually many approaches we can take to deal with this. And now let’s just have some fun exploring them. So for you, you dropped a little question that I know we all agonise ourselves with, why me? Why me to do this? So I’m going to totally go nuts here, off kilter, and pull down something from my bulletin board. So you know how I approach this why me? I answer it.
Samantha Riley
Oh my goodness, that is so cool.
Laura Catella
I do. And then I update it every once in a while. So if you’re asking yourself …
Samantha Riley 5:36
Just for the people that are listening, I want to explain what’s just happened. Laura has just gone off her pinboard and got an actual list of why me.
Laura Catella 5:44
Why me, and so I will just start writing down. Well, even it’s a little bit intimate, but I’ll read some to you, because it’s important for your folks to hear this. I teach fundamental concepts in a simple way. I’m engaging and motivating, I’m entertaining, I’m not dogmatic. I use all types of experiences and mediums. I want to, really important one, I care, I listen, I eat the dog food. That’s my language for practising what I preach, I want to help, it fuels me. So notice that these reasons, now I’m holding up the sheet, none of them are really speaking to, oh, I have all of this experience. Oh, Bob Proctor said, I’m the best at it. Like the things that you feel like we need, all of this stuff is what’s already inside of me. And that is why me, and the results come from this. This is the birthplace of all of the results. So anytime that sneaky little why me question comes up, just for one, you have the answers to why me. So take a minute to explore them. And that’s awesome. I feel reenergized. Because it’s been a while since I’ve looked at that. Another fascinating thing about that list is that’s like 30 pieces of content that I can draw there and positioning and messaging. So that’s one small approach that we can take to engage with the inner voice. The other strategy that you alluded to, which I love is you’re in control ultimately, at the end of the day. It’s not the lack of confidence. That’s a choice you make to be in control, even if the confidence is not there. And that’s a muscle. So the more you work that muscle, the less that intrusive voice of you can’t do this is going to come up because you’ve kept proving to it, Hey, yeah, you’ve said that before, but I did it anyway. Yeah. And that’s hugely powerful.
Samantha Riley 7:49
I love that. And I wanted to touch on something on that list, which really stood out to me. And I feel like this is something that not enough people give themselves permission to. And it will, you said, because I want to. And one of the biggest things that a friend of mine told me, it would probably be going back 10 years. I was having a bit of a tough time in my life, divorce moved, house, moved, you know, hundreds of kilometres away from my kids. And we were having a conversation and I said I just want to do that but it’s wrong. And he went, Sam, that is so not right. You said you want it because you want it because you want it. I want to be I want it because I want it and now I swear to goodness I say that every day to myself. I’ll do, like something like my husband said to me yesterday. I just want to go to Paris for breakfast. And he went how bougie is that? I’m like yeah, but I want it because I want it because I want to. Let’s just do that. Let’s go to Paris for breakfast. Like yes, you make the rules. So what I love about that list is that you just called it out, just I want it, I think it’s so powerful.
Laura Catella 9:01
You know what my belief about desire is? I got a few. The first is if I’m a part of the universe, right, which we are, most people would agree to that, then you wanting something is what the universe wants for itself.
Samantha Riley 9:22
Oh, whoa, I got goosebumps just then.
Laura Catella 9:27
Right? Like, same. And that’s what when you say I want what I want when I want it, I feel that in my body as well, because that’s the universe wanting what it wants when it wants it. And so men fighting against that desire, what is that costing you? What is that costing you, letting the doubt get in the way of even taking a small action step towards what you desire? Please don’t.
Samantha Riley 9:58
Huge, huge. I would love to discuss the difference between confidence and arrogance. This is a conversation that my husband and I have on the daily just about. People buy confidence. People love you to be in this sphere, because you’re confident. But what separates confidence from arrogance, because arrogance, I feel is a, like, you know, it pushes it away.
Laura Catella 10:34
Well, let me offer you this. I suspect most arrogant people would not care enough to seek and understand that distinction. So the very, so for anybody out there who may worry about, well, I don’t want to appear too confident, they might think I’m arrogant. By worrying about that, you will likely not be arrogant. An arrogant person is not going to worry about that. My view on one of the main differences and I want to hear yours too, especially since you and your husband discuss it is, confidence is open. Confidence can listen, can entertain different points of view, different opinions. Arrogance is closed, arrogance is very I know it, my way is the way, I’m not interested in other people, if I perceive somebody to be lower than me on some sort of social totem pole, and this performance we all do, right. And I’m gonna be closed off to that. That’s arrogance. And that’s why arrogance repels because it’s literally a closed off energy, in my opinion.
Samantha Riley 11:52
I totally agree. And the reason it came up is because we’d heard someone in a marketing space say, you need to be arrogant. And both of us just looked at each other like, what? That to us, felt so wrong. And I feel like people with confidence are open. They listen, they lean in, they make you well, not that they can, anyone can make you feel anything, but you do feel good about yourself. It’s a, like a safety, like, I’ve got this like I’ve got this situation. Wherein arrogance is like, exactly like you said, I’m telling you, and you’re not listening. And it’s like, I’m coming at you kind of feeling where you sort of pull back and go, Whoa, like, yeah no, I’ve been in this situation before, I don’t want any of that. Thank you very much. Amen. Love it.
Let’s talk about pricing and asking for the sale, charging what we’re worth, all of that. Because there’s got to be, there’s got to be some sort of confidence in ourselves, or belief in ourselves, to be able to, let’s even just say, raise our prices. And I think that as an entrepreneur, it’s, you know, we’re here to make a profit. Even though we’re coming from this really good place, we still need to be able to make money. What do you work with your clients that, what are that, what do your people have to tap into to take our pricing to the next level?
Laura Catella 13:36
To speak with you candidly, what I find they need is me telling them to do it. And that’s part of the magic of a coach, or even just a very good friend you maintain accountability with, right. So if I’m like, You got to do this, or what’s the next, they’re gonna have to face me next week, having not done it. Now, some of the magical little tricks you can do for boosting your prices, just put a buy button on the internet with the new price. You know, what I mean? By that is you’re starting out point, you don’t have to tell anybody about it. You don’t have to talk to your existing clients about it yet. And maybe you don’t always increase the price across all your clients. It’s going to be very unique situations for each individual person. But I’m always shocked by how many service providers who have done business for years and then I’m like, Okay, where’s my buttons? Like, I don’t have any, everything has always been we get on calls and then I send a custom proposal, and then we wait a week to hear back and then we get on another call and so many barriers in between collecting the money. Let’s just, what if it was easy? This is a prompt I often give them like, what if it was easy? You just have a button, you put out some messaging, once, sometimes people will just click the button and buy. And if you have to get on a phone call, that’s fine. But now you have this anchor, you have this anchor of what you’ve already created as a starting price. And new prospects should come in and have an understanding of that. So some mutual ground has been set, you know, they’re not walking in with no expectation thinking, you’re gonna work for free and all this. So that’s one useful starting approach, either a price sheet that you can create in a PDF and Canva. And before you get on calls with people just forwarding that out and saying, you know, hey, if we both feel after connecting, that we want to spend more time together, this is so you have this in your back pocket. Another effective strategy with that is, if you also want to build a list for your services, what are most people coming in want to know? Like, how much, alright, how much is it for this and that? Okay, you can say, you set up an opt in form, and it’s like, sign up, and I’ll send you my full, totally transparent price sheet for everything. So now you’ve collected the list, you know they’re interested in potentially buying, right, because that’s a closing question, how much is a great question they want it. You know, first of all, never be afraid of that question. And push back at your price is great, too. I’ll talk about that in a second. But just to close the loop on, yeah, they opt in, you know, they’re interested, they get the price sheet, mutual ground is set. So it’s so much of, I think, if I were to like, get the macro out of the nitty gritty tactical of that, it’s like getting it out of your head, and putting it somewhere else, on a website, on paper, in an email. Like, it removes all of your personal you know, feeling like it’s a reflection of your worth, like this … Putting it out there helps, can help with that.
Samantha Riley 17:01
Yeah, love that, like creating that distance. Because, and you alluded to it there, a lot of us. Gosh, I’ll be honest, to me as well, you know, there are times where the pricing and the self worth are one, but they’re actually not. They’re completely separate. So separate. How often do you hear about that, like, that self worth thing, like, I’m not good enough to charge that?
Laura Catella 17:35
I heard it just the other day from a client of mine who I adore, and she sells accounting, bookkeeping, tax services, and she’s brilliant. She knows like, all of these different tax codes, things I could never begin to understand. Right. And even before, she was anticipating this happening, and the language she used was, they think I’m not worth it. They think I’m not worth it. And this was all, nothing had even happened yet. So we’re not even talking about reality, right? We’re just in the fear zone, which I couldn’t have any less judgement for. Because we all go there. You have to be a bloodhound to them, even in yourself, when you hear yourself say it, because ultimately, if you don’t want something to be true, stop thinking it. We are masters at turning what we think into a reality. So they won’t think I’m worth it. And if I were to be strong in my response to this, the truth of the matter is, if somebody says no to your offer, if somebody says, that’s too expensive, it’s because they don’t feel worth it yet. They’re not buying you, they want to buy themselves. And people’s actions will always match up to their self concept. And so, you know, if I, even me, if I coach, the best coach ever, best coach in the world. Million dollars, actually, I saw a real coach. I won’t drop, I won’t leave any names. But I saw a real coach. She’s talked about on Reddit, okay, let’s just say that about her. She was charging $88,888 for eight phone calls. Okay. Okay. I know, crazy. Who knows if anybody’s really buying it, it might be a price anchor, right, et cetera, et cetera. But let’s just say that coach was actually amazing, right? Even me, I’m like, I mean, I love myself to death, but like 88 grand free phone calls. Yeah. But it’s not. You know, I’m not saying she’s not worth it. So. But I also want to, like validate anytime we feel those concerns like to say business is not personal is a lie most of the time.
Samantha Riley 20:12
Right. Exactly. Yeah.
Laura Catella 20:15
Especially if you’re in this coaching business. And it’s a lot of you that is out there that you’re putting into it. But I never take rejection. This took me a long time to practise. But I don’t take rejection is them saying no to me. They’re saying no to the moment, they’re saying no to themselves a little bit, which is sad. And they’re saying no to the time to this moment, those are the real things they’re saying no to.
Samantha Riley 20:43
You said that it’s taken you a little bit of work. What helped you to move through to the point where it isn’t personal?
Laura Catella 20:54
Here was the biggest thing that helped me. I used to get mad. Let me tell you, when somebody would say no, I’d be like, What, you don’t see the value? And then I would replay in my head. How could I have done it better? Maybe if I said it this way, maybe if your offer included this, there’s utility to that. So I give myself grace, we all want to refine our processes and get better. So I try to take what’s useful about that, and leave the self flagellation. We try to minimise that as much as possible. And the biggest thing that helped me was realising that the other party at the end of the line is a fully grown, autonomous adult human being who is going to make the best decision for them at that exact moment in time. And if it’s not working for me right then and there, how much lighter does that feel? Right?
Samantha Riley 21:52
Hundred percent. Yeah, cuz you’re taking away all that expectation. And even more than that, it’s taking away, Oh, what’s the feeling? The feeling that you’re trying to force someone else to your way?
Laura Catella 22:11
Yes, yes, yes.
Samantha Riley 22:12
And it’s super heavy.
Laura Catella 22:14
It’s really heavy. Nobody wants to do that.
Samantha Riley 22:19
No, because we need to come from a place of love, from a place of service. We know we’re the right person for the job. By the time we’ve got our ideal person on the phone, we know that we can help them. But like you said, sometimes it’s not the right time. Sometimes it’s all sorts of other things. But just coming from that place of love, service, race. It’s like, okay, so it’s not right for you, that’s fine. I just was chatting with someone online the other day, and, you know, we’d worked out a sales call. And then there was a really weird, you know, circumstances where I had to cancel a call because I’ve been injured, and then she had to cancel a call for something else. And then she just messaged me when, oh look. I’m really sorry, I signed up to work with someone else in the meantime, you know, like, I really love your content. And you know, but if you don’t want to speak to me anymore, that’s fine. I went, why would I not want to speak with you because you’re working with someone else? When a rising tide lifts all boats? You’ve just told me that you get lots of value from my content, hang around, like, yes, it’s okay. I think that that’s so unusual these days, right? It’s like, Oh, you didn’t buy from me, cut.
Laura Catella 23:33
100%. 100%. And I mean, frankly, that type of relationship. Like people who invest in coaching? Like, they’ll get more than one coach, they’ll be in three or four programs, you know, so it’s not saying yes to one thing is saying no to everything else, it doesn’t work mutually exclusively like that at all.
Samantha Riley 24:01
Totally. And for me, I also know that I do my absolute, or, actually, I was gonna say my best work, but I’m going to flip that. I know that clients get the best and most benefit for me when they’ve worked with another coach previously, because then they’ve got that then they’ve got a baseline of like, Oh, now I understand how much Sam knows, where but if they’ve never worked with a coach before, that’s their normal then. So it’s kind of knowing where you’re at too, right? And it comes back to that list. That list that you made for yourself. We can do that in different ways. Yes, I love that. Let’s go back to the pushback in pricing, because you mentioned that that’s something that you can speak to.
Laura Catella 24:46
Oh, man, I love this topic so much. So first of all, here’s how I genuinely feel, and maybe a little bit funny. Anytime I get an instant yes, I’m like I screwed up. I could have charge more and instant, yes, they could charge more. And this got to the point where I’ve charged upwards of $50,000 for a sales letter. And by that I mean a Google Doc, they’re like, you don’t design it or nothing. I’m like, no, it;s words, good words. That I have a price, I get a yes. I’m like, I screwed up. Like, I’m grateful. Yes, gratitude. 100%. But if I’m running the play back in my head, and like, I could have asked for more, so I want to be seen, resistance I want. And this might depend on what exactly you offer, if negotiating is, you know, part of the territory or not, etc, etc. But for a lot of professional services, it’s not unexpected, right, for the client to come back and say, Well, maybe can we split pay? Can we do something like this, etcetera, etcetera. So, I’m looking for that. So I know that I’m hitting the upper end on what I can get out of this deal first of all, so I meet counteroffers in price or anything like that, any price negotiation questions as one, they want it. Okay, because they wouldn’t be negotiating if they didn’t want it to. So this is a positive. Good thing. And two, okay, I know that I can get somewhere around to the maximum amount of this deal, right? The instant yes, we love it. But the problem is, and especially for folks who are experienced, feel if they know deep down they’re undercharging, what I would lovingly challenge them with is are you looking for too many easy yeses? Do you just want everything you send out to be an easy yes, easy yes? I actually have my clients, I put them on a no quota. I’m like you need to hear three nos this month, you’ve heard too many yeses. And then you’re saying I want to charge more. I want to charge more. No, well, let’s try, not like let’s try to get some nos. Like how much, man that changes the game for them. Now they’re like, they’re thinking of more robust, more deep packages they can offer people. How can we go deeper? How can I work with them at the most impactful level, all of this? Okay, now I offer them my star studded package. And of course, the ironic thing is like they get more yeses a lot of the time, right. And now since they’ve been looking for mos if they get a no, it doesn’t hurt, right? Because they’ve completed the assignment, man, they’ve got a little checkbox. Yes, I got one of my nos that I need to get this. So that’s a really fun, fun way to approach it as well. The other thing is, I try to agree with every objection anybody ever gives me. It’s such a more fun and light approach. So literally, if somebody will tell me like, tickets to my Diamond Day event. Gosh, they go from 4500 to $6,000 for a live event. We do a lot of luxurious shit. It’s great at high costs. Okay, but people will say, Oh, Laura, your tickets are expensive, you know, for a couple days. And I’m like, Yeah, do you want to come anyway? And they’re like, Well, yeah. So my favourite. That’s my favourite counter to it’s expensive. I’m like, Yeah, but do you want it anyway? And they’re always like okay, well, what’s next? You know, what’s next? To check the calendar now? You know, what’s the next one?
Samantha Riley 28:28
So I love that. I’m glad. I’m glad. So what I’m hearing through all of that, is that you turned it into a game, you’re turning it into something fun. You’re taking away all the oh my gosh, this feels hard. And this is tough. And it makes me feel. And you’re just like, alright, let’s play, like …
Laura Catella 28:51
100%. But I’m really glad. That’s such a nice way to put it. Thank you.
Samantha Riley 28:59
Pleasure, pleasure. Let’s talk about attracting those clients in the first place. The ones that want to pay $6,000 for your event that are like, hell, yeah, I want to come to that anyway, even though it’s a stretch for me right now, because I’ve never made a decision that backs myself that much before. Taking one step back, how do you bring those people into your world?
Laura Catella 29:27
The first thing that hits my spirit to share on this is consistency. And not in the you’re going to post three times a week, you’re going to do for reels, whatever etcetera, etcetera not, I’m not a rigid person. But consistency in, they know they’re going to be okay. At the end of the day, I believe that is what most people want, especially when they’re taking a leap of faith, and they’re putting money out there, you know, hoping for something, they don’t want to be screwed over, they don’t want to be abandoned. And they want to know that even if they screw up, they’ll still be okay. Like, let’s take the live event. Introverts come, you know, funnily enough, a lot of introverts come. Live events can be a lot for more introverted persons. And you gotta meet these people and get to talk you got to be on and there’s always some level, again, to the performance and this and that, that we’re all doing. Yeah, it’s totally draining. And so, for example, one of the things I’ll say about my events is, hey, if you’re an introvert, and you’re thinking about coming, and you need time to recharge, like, I’m going to give that to you. So you’re going to be okay, but guess what, I’m not going to let you run away and be in the corner and waste a day of the event. Because you’re crying in the hotel room, you know, because you’re hiding in the bathroom at lunch, like, these are real challenges people have at doing this. And so it’s that combination of holding the space, being safe, validating what they need, and the strength that they’re looking for of, You’ll be okay, if you mess up, but I’m not going to let you mess up for very long, you’re not going to be abandoned, you’re not going to get to isolate, never worry alone. That’s one of my mantras, man, worrying alone stinks. So I just openly communicate things like that over and over and over again. And that’s what makes people come around. First, it starts with a little bit of curiosity, they see us do it like jumping in a cold plunge. Man, I go on stage in sparkly outfits, I do all this wild stuff, I make it fun. And so that, you know, that catches the interest. And then they see, here’s how I’m gonna take care of you. If you’re an introvert, we do a tradition where somebody gets on stage for the first time in their life. You know, so if that’s the person feeling ready for that, wanting to be pushed, that’s available to them. And the more my folks realise I’m going to be okay with Laura, she’s going to push me a little bit, but I’m going to be okay, the more comfortable they get taking the leap. And you know what, Samantha? I think this has only gotten better for me over the years, because I’ve grown more comfortable with who I am.
Samantha Riley 32:43
Yeah, because I think when you’re first starting out, it’s all about us, like, what are people going to think about us? You know, is someone going to judge us for that? But as you go down the track, and you realise, actually, I need to be there for other people. And all of a sudden, it’s not about us anymore. It’s exactly like you said, it’s the consistency of being there for other people so that they can say, oh, you know what, Laura, Laura has my back. I feel safe in this space. And I think that it is one of the most valuable things that we can give to our clients is having their back 100%.
Laura Catella 33:26
Agreed. Being a sincere advocate for them. Agreed.
Samantha Riley 33:30
Yeah. And I love what you said there as well. It’s like, I’m going to push you. But I’m also going to say it’s okay, I’ve got you. And there has to be that balance or that little dance between the both? Because if it’s just like, oh, you know, I know you’re scared. It’s okay. I’ve got you, but you’re not pushing them. They’re not gonna get any better. Right? There’s got to be that that beautiful? Like, no, you can do this. You’ve got it.
Laura Catella 33:52
Yes. Amen.
Samantha Riley 33:56
Love it so much. Now, we started off talking about confidence. We did just bring it back in there, I know that you’ve got a resource to help people to unlock their confidence. I’d love you to share a little bit about what you’ve got.
Laura Catella 34:11
Yes, thank you so much. So if you go to the website, mindframe.me and M I N D F R A M E. Dot M E. It’s way harder to spell and say, Isn’t it just writer mindframe.me. You’ll find a guide that I’ve put together. And I’m just gonna go totally off script Samantha and tell you something funny about it. So when I first wrote that, you know, there’s this thing, kind of like the curse of knowledge bias. And so I wrote it and I’m feeling like most people know this already. But these are useful reminders. And therefore I called it six simple mindframe ships like the sort of gamifying and perspective changing shifts that I offer folks. And I called them simple because I assume everybody already knew it. It took me about two years removed from writing it. And like hundreds of pieces of feedback from people to realise, these are not simple. I mean, like, they’re elegant, and they’re effective, and they work. But you’ll see, it’s a PDF full of different questions and thought exercises. And you know, what, if it was easy, what would you do like different ways to help you solve your problems. But kind of like the psychology that drives it, which I go into, and some of the science is not necessarily simple. But I felt the need to say that, I think because I was downplaying, because I felt, you know, interesting.
Samantha Riley 35:43
Because we’re all human. You’re here. I’m human. We’re all having human experience. So we will definitely put a link to that in the show notes below wherever you’re listening now. So you can get a copy of that. You brought up again the brain completely went blank, I knew exactly where I was going. But did you say, what did you say? Got it. You brought up then the idea, and we didn’t go into it deeper, I want to go back to it around the pricing. And you said that yes, you put your prices up. And then your clients think, what can I add to that? What needs to change? What do I need to go deeper on? And I think that this is a topic that a lot of people don’t talk about. They’re like, yeah, just 10x your prices. You have just proven to me that you and I have exactly the same belief that yes, you can 10x your prices, but something may need to change. Can you talk a little bit to this?
Laura Catella 36:53
Yeah. And then of course, it’s going to depend, right? I think, at the very, well, here’s how I’ll say it. What do you, when I’m saying this to your listeners and viewers, what do you need to do to feel 100% confident and embodied in that higher price? Right? That may be a matter of changing the wrapping paper, right? Changing how you talk about the transformation they’re going to receive. Right? It may be adding a few more calls onto it, so you feel like this is an incredible offering. And I know I can smash it. Right? Whatever. And so maybe there’ll be no modifications you need to make. Maybe you’ll feel like, oh, I can just sit next to my person I know, it’s the S H I T. And that’s great that, yeah, that’s gonna depend. But I think a good amount of the time, especially when you’re first trying it on. My suggestion is, like, do whatever to it, so that you can get to that place of this is a dream offer. It’s incredible. Because when you have that conviction, that is what sells it. That is what gives your prospects that feeling of safety with you. I’m gonna give you a good little story about this as somebody who has so lived this journey of value stack and craft the perfect offering, nail the messaging and the avatar, and don’t talk to me about avatars. And all of this. The other day, I had a lead, a human being, by the way, come in, yes. I love that. Human being, a soul, a soul emailed me and said, Laura, I’ve been feeling stuck. I’ve been looking at this coaching offer that you have. And it was kind of long and sharing a lot of the story. And so all of my stuff comes through, right? Well, I could break down the aquifer. I could really elaborate on the transformation. I could offer to hop on a call like and demonstrate all these things. I kind of ran a little. What if it was easy? Filter on myself? What if I was pure? And so I simply reply to her, Samantha, and I say I will get you unstuck or die trying. What do you say? And then I see the payment notification come through. And she’s like I’m in. So that’s the story of the conviction. I don’t need to get on a call and start solving your problems for free, which we tend to do ourselves, right. I don’t need to convince you via a long sales email, right? At least not in this stage and in this situation I just had to show her my conviction in both me and her in like five words and we’ve been having a great run together. She’s been doing great. So man, if that helps any of your people just throw some of the pageantry out of the window get rooted in what they have conviction they can do and just say it, put it on the table and say it, man and if you get a no break because you got to get three nos anyway so yeah.
Samantha Riley 40:45
I love that. That is such valuable advice. And I think going back to what we were saying before, just, you know, play with it, have a game. Try it on for size. See how it feels. You never know what can happen, right?
Laura Catella 41:04
No, we really don’t.
Samantha Riley 41:09
Laura, this conversation has been fabulous. Ror people that want to stay connected with you, where can they do that?
Laura Catella 41:17
Ah, Facebook is probably the best place you can search for me on there. Laura Catella. C A T E L L A and please shoot me a message. I personally respond to all my messages. I would love if anybody got anything, I love to be useful. That’s like the curse of the coaching folks, like us, like anybody got anything useful out of it or has a question for me would make my day to hear that and help in any way I can. It is almost 9pm my time and you have been such a delight to talk to and this conversation has totally got me fired up and I’m really grateful.
Samantha Riley 41:55
Well, thank you for staying up, having this conversation with us after hours. I very much appreciate you.
Laura Catella
Thank you.
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