Ep35 Deirdre Martin - Why Being Copyable Is Killing Your Business

00:00:00:00 - 00:00:02:22
Deirdre Martin
And it doesn't have to be a race, and there's enough people

00:00:02:22 - 00:00:08:17
Deirdre Martin
online, on LinkedIn, on all of the social media platforms in the world for us all to be successful.

00:00:08:17 - 00:00:16:11
Deirdre Martin
Well, what we need to do is give them a reason to choose us. And the best way to do that is to be on copyable.

00:00:16:13 - 00:00:42:19
Suzanne Taylor-King
Hey, hey. Welcome to a podcast where dreams meet. Determination and success is just around the corner. I'm your host, Suzanne Taylor King. And I'm here to help you unlock the full potential of your business and your life. Welcome to Unlock Your Way with SDK. Let's unlock your path to success together.

00:00:42:19 - 00:00:48:22
Suzanne Taylor-King
Good morning. Good morning everyone. Suzanne Taylor King here for another amazing

00:00:48:22 - 00:01:03:04
Suzanne Taylor-King
episode of Unlock Your Way with SDK. And we are here today with the incredible Deirdre Martin all the way from.

00:01:03:06 - 00:01:27:14
Suzanne Taylor-King
let's know for all my Irish people in the house, this is your girl. She's a brand strategist, business mentor, and all around amazing, funny, charismatic, incredible human I got to connect with. And I just knew I had to bring her on and have this conversation for all of you. So welcome. Deirdre.

00:01:27:21 - 00:01:32:07
Deirdre Martin
Thank you so much, Suzanne. It's a privilege and an honor to be here. Thank you for having me.

00:01:32:14 - 00:01:56:04
Suzanne Taylor-King
Oh, you're so welcome. one of the things I love about you, your content, and just the way you show up, is this idea of being un copyable and how you have to tell us how you got to that place. So a little bit of your story about how you got there.

00:03:52:05 - 00:03:54:10
Deirdre Martin
Oh, well. Baba.

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Deirdre Martin
Yeah.

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Deirdre Martin
Yeah.

00:04:22:00 - 00:04:22:17
Deirdre Martin
Yeah.

00:05:04:09 - 00:05:53:08
Suzanne Taylor-King
Yeah, I well, I love this so much because I think that's the growth differentiator for so many people that I had to. If I wanted to grow, I had to lean into that. And it takes some bravery and it takes some willingness to be unique and stand in, whether it's your personality, your unique genius. For me, it was answering this question of how I do what I do, and instead of me saying, oh, I don't know, you just do it, I actually had to explore, what are the steps like?

00:05:53:08 - 00:06:19:11
Suzanne Taylor-King
They're unconscious to me, but if I'm going to teach it right about it, mentor somebody through it. I need to know the steps. What are the steps? The micro steps, the big steps. And that's really work. That has taken me years, but it's also very introspective journey that most people are willing to go to.

00:06:21:14 - 00:06:33:22
Deirdre Martin
Yeah. You're so right. And I think it is absolutely the growth differentiator. And a lot of people never get there. And other people, when they start their business they have it, they have

00:06:33:23 - 00:06:36:02
Deirdre Martin
Yeah, yeah.

00:07:23:05 - 00:07:23:20
Deirdre Martin
is.

00:07:32:17 - 00:07:37:21
Deirdre Martin
Yeah.

00:07:37:23 - 00:08:22:21
Suzanne Taylor-King
Yeah, yeah. And I think, you know, there's a couple words and, you know, things that I'm. I'm big on words and Latin meaning of words and all of that. And there's a couple that really stuck out to me when I was looking at my process and what I do and the thing I love about you is that, you know, you're using unique words in almost every piece of content you have, whether it's your podcast, whether it's your content on on LinkedIn, which is where I follow you, but you're using not jargon, jargon, you know, industry jargon is different.

00:08:22:23 - 00:09:04:00
Suzanne Taylor-King
This is words that have meaning to you and your business. And then for the people that are reading your content, they're like, oh, I want to be on Copyable I because that identifies you to me, because I don't see hundreds of other people using that word. And that in itself is a unique differentiator in the market. And I remember working with a branding person a couple of years ago before I extracted, you know, what I'm doing now?

00:09:04:02 - 00:09:30:16
Suzanne Taylor-King
And I said, I want to be a you demonologist because it's this Greek word demon that's the inner best version of yourself. And I want to help and guide and mentor business owners to bring out that inner best version of themselves, show it to the world, and profit from it.

00:09:30:18 - 00:09:32:02
Deirdre Martin
Well.

00:09:32:04 - 00:09:59:07
Suzanne Taylor-King
I'm just going to name it and she looks at me and she said, you can't do that. I said, why? Well, because nobody knows what it is. Well, that excited me that I was like, great. I don't want anybody to know what it is because I want people who are curious to ask me what it is and have that start a conversation.

00:09:59:09 - 00:10:11:19
Suzanne Taylor-King
And the people who don't are not my ideal clients. And it was this freeing moment of totally being yourself.

00:10:11:22 - 00:10:24:23
Deirdre Martin
Know her? Yeah. I love that. And I think what you can do. A way to become on call people you've just described it perfectly is part of your messaging.

00:10:25:08 - 00:10:25:22
Deirdre Martin
Yeah.

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Deirdre Martin
Yeah.

00:12:16:04 - 00:12:16:20
Deirdre Martin
Yeah.

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Deirdre Martin
Yeah.

00:12:56:05 - 00:12:56:22
Deirdre Martin
Yeah.

00:13:19:00 - 00:13:19:21
Deirdre Martin
Right.

00:13:32:13 - 00:13:32:23
Deirdre Martin
yes.

00:13:32:23 - 00:14:09:16
Suzanne Taylor-King
Hardest thing to do for my clients. Number one is that because my clients are creative like me, visionary like me. And talking about the same thing all the time is not where they want to play. And I remember having that conversation with a whole group of clients and I said, pick five topics, and you talk about those five topics all the time on social media.

00:14:09:16 - 00:14:51:23
Suzanne Taylor-King
That's it. Those five topics, details of those five topics, and they all lead to wherever you want people to go. And it's the hardest thing to do when your creator and visionary and multi passionate, but it's the utmost important thing to do is exactly what you're saying to to be repetitive, use those same words all the time. So now what advice do you give the multi passionate creative visionary who might read something this morning.

00:14:51:23 - 00:15:48:15
Suzanne Taylor-King
This is me we're talking about right now who read something this morning about a SaaS company, software as a service that is doing some amazing things in the cold email sales genre unlike any other. I don't like cold email, but this angle intrigued me and it sent me down a 20 minute rabbit hole this morning, learning about this software and sending it to my sales coach and I love talking and learning about stuff like that, but I had to learn to not share it with everybody because it confused the market.

00:15:49:07 - 00:15:52:21
Deirdre Martin
Yes. And if you confuse, you'll lose.

00:15:52:23 - 00:15:53:13
Deirdre Martin
What?

00:16:51:15 - 00:16:52:03
Deirdre Martin
Yeah.

00:17:20:07 - 00:17:20:23
Deirdre Martin
Yeah.

00:18:15:13 - 00:18:16:06
Deirdre Martin
Other.

00:18:47:04 - 00:18:48:07
Deirdre Martin
Yeah.

00:18:48:07 - 00:19:16:22
Suzanne Taylor-King
learning is love of learning is my number 1 or 2 top character story. Like, that's. So I feel lucky that the career I chose for the second half of my life allows me to basically get paid to learn for other people, even though it's a joy for me. Right? I, I can look at it as, learning for my clients.

00:19:17:00 - 00:19:46:16
Suzanne Taylor-King
And I remember the first time that I leaned into that and offered AI tools with a program I was teaching, and I didn't put it on the sales page, but it was there every week, and people would show up and they would get a tool to help them do whatever we were doing. And at the end of that seven, eight week program, that was everyone's favorite part.

00:19:46:18 - 00:20:18:06
Suzanne Taylor-King
And I didn't I didn't use that to market. I didn't use it to sell the program. It wasn't one of the bonuses. It was a surprise when people got there and every single person was that. That was the thing that made it so much more valuable. And that made me say, that's part of my unique genius. It has to be included with everything I do.

00:20:18:08 - 00:20:33:23
Suzanne Taylor-King
And standing in that now. Do you help people have the bravery I have built in bravery, but many people don't. How do you how do you tackle that piece of it?

00:20:34:14 - 00:20:55:05
Deirdre Martin
that's such a great question. And, you know, even for me, that's been. Oh, it's been a journey. Because, like you, I had great bravery for quite a long time. And I think once I hit adulthood, that kind of maybe with responsibility,

00:20:55:05 - 00:20:56:03
Deirdre Martin
Yeah.

00:21:20:05 - 00:21:20:23
Deirdre Martin
What?

00:21:39:19 - 00:21:40:08
Deirdre Martin
Yeah.

00:23:03:23 - 00:23:04:15
Deirdre Martin
Yeah.

00:23:40:16 - 00:23:41:02
Deirdre Martin
Yeah.

00:23:41:02 - 00:23:44:23
Deirdre Martin
again, the growth is in the differentiation.

00:23:45:01 - 00:24:30:10
Suzanne Taylor-King
Yeah. I mean, as soon as you said that, I was like. Well, that's why I got rid of things last year that were too easy, that I didn't have to learn anything to show up and do. And that realization that I'm deleting something that doesn't require prep, I'm deleting something that I could show up. You could tell me the topic, you know, five minutes before the mastermind group started and done like and it because it wasn't challenging me and that sounds arrogant or whatever, I don't care at this point.

00:24:30:12 - 00:24:54:10
Suzanne Taylor-King
It was too easy for me to be excited about it. And I know myself. I know that if something oh yeah, I know how to do that, that's easy. If I feel that way, I don't want to do it anymore. I want to be able to say, that I'm going to have to learn this, this and this.

00:24:54:12 - 00:25:16:03
Suzanne Taylor-King
I'll have to figure out a problem in order to do that thing. And I love problems. Give me more problems. I want to figure them out. And leaning into that unique ability was exactly where I had to go for myself so that I could help other people do it.

00:25:16:02 - 00:25:29:17
Deirdre Martin
it's interesting, too, because some people probably told you or asked you. Why are you doing Suzanne? That's crazy. Why are you doing that? It's easy. The money is coming in and the clients are coming, and you can do it. It only takes you five minutes prep. Why

00:25:29:17 - 00:25:30:08
Deirdre Martin
Yeah,

00:25:42:18 - 00:25:43:12
Deirdre Martin
Oh, yeah.

00:25:51:23 - 00:25:52:15
Deirdre Martin
Okay.

00:25:59:04 - 00:25:59:17
Deirdre Martin
Yep.

00:26:22:12 - 00:26:25:01
Deirdre Martin
Yeah. Yeah. Yeah.

00:26:35:17 - 00:26:36:11
Deirdre Martin
Yes.

00:26:46:03 - 00:26:46:19
Deirdre Martin
Well, the.

00:26:58:06 - 00:26:58:23
Deirdre Martin
Yeah.

00:26:59:00 - 00:27:11:07
Deirdre Martin
minimize it and it can be magical. but I love that you're totally stretching yourself with what you're doing and stepping away from what feels too easy. So kudos to you.

00:27:11:07 - 00:27:50:22
Suzanne Taylor-King
Well, I, I want to, I want to know like that that line of decision I'm always reminded of bright line eating and Susan Pearce Thompson's work with just becoming the person who no longer does a thing right to change a habit. And I remember making a comment one time on social media about just deciding, like, just draw a line in the sand, step over the line and decide that Suzanne or Deirdre doesn't go back over that line again.

00:27:50:23 - 00:28:21:16
Suzanne Taylor-King
I'm no longer that person. Whether it's giving up drinking or smoking or Diet Coke. It was Diet Coke for me, right? It was. Suzanne doesn't drink Diet Coke anymore, okay? It's become that person. And in business, that line of decision. And I got some criticism for that for that comment. Oh, it's not that easy. Yeah. To me it is to me this side.

00:28:21:18 - 00:28:41:13
Suzanne Taylor-King
What did that look like for you when when you got to a point where you knew you had to take this combination, this unique combination of knowledge that you acquired over the years? What was the decision for you that truly changed things?

00:28:43:04 - 00:29:09:23
Deirdre Martin
a great question. and like you. Yeah, I give up alcohol. That was my line in the sand. No alcohol. for 20, 23, and, a lot of 2024. So I think the the decision for me was actually at the end of 2022. So my business started in January 2021. And initially when I started, I began it and I was going to be a customer experience specialist.

00:29:09:23 - 00:29:26:00
Deirdre Martin
I love customer experience and that was quite niche and how my approach was totally unique. And I started to get some clients. From the very first post I put on LinkedIn, I got a five figure client. Okay,

00:29:26:03 - 00:29:27:02
Deirdre Martin
Amazing.

00:30:00:15 - 00:30:02:15
Deirdre Martin
Oh, okay. Yeah.

00:30:12:14 - 00:30:13:04
Deirdre Martin
Yeah.

00:31:35:12 - 00:31:36:06
Deirdre Martin
The.

00:31:53:22 - 00:31:54:09
Deirdre Martin
Yeah,

00:31:54:09 - 00:32:02:09
Deirdre Martin
this isn't working for me. And I know, I know things are good. People are reaching out and they're like, Deirdre, your content is really helping me.

00:32:02:11 - 00:32:18:00
Deirdre Martin
Deirdre. I've made money from just doing what you tell me to do. And you're content and I'm like, why aren't you paying to work with me? And so the decision was he said he would he would work with me for three months. And so

00:32:18:14 - 00:32:31:22
Deirdre Martin
my money was gone. And I had only paid him for one month, and I did not know where the money was going to come from to pay my mortgage, to pay this guy who I just hired.

00:32:31:22 - 00:32:33:16
Deirdre Martin
I had no idea,

00:32:33:19 - 00:32:34:08
Deirdre Martin
Yep.

00:32:59:21 - 00:33:00:16
Deirdre Martin
Yes.

00:33:18:01 - 00:33:18:12
Deirdre Martin
Yep.

00:33:20:21 - 00:33:21:14
Deirdre Martin
Yeah.

00:33:29:18 - 00:33:30:13
Deirdre Martin
Beautiful

00:33:39:04 - 00:33:39:20
Deirdre Martin
Yeah.

00:33:39:20 - 00:33:54:08
Deirdre Martin
got to I got to get really serious about this. I and you know, a lot of it was not necessarily drawing a line in the sand for me. It was putting a stake in the ground. I wanted to serve everyone and a part of me.

00:33:54:10 - 00:34:13:01
Deirdre Martin
And I think this was perimenopause, to be honest as well. It was. I was afraid, and I'd never experienced fear before, like I never suffered with anxiety. But this was anxiety about calling out who I really wanted to work with. I was anxious about calling out who I wanted to work with. Like what?

00:34:13:07 - 00:34:16:02
Suzanne Taylor-King
What? I don't know.

00:34:16:04 - 00:34:34:12
Deirdre Martin
but once I got over the rest and got over myself, got out of my own way, things took off and oh my gosh, the ideal paying clients are they're reaching out to me to say, Deirdre, how can we work with you? it's just been a game changer.

00:34:34:16 - 00:34:35:12
Deirdre Martin
Yeah.

00:34:35:14 - 00:35:02:19
Suzanne Taylor-King
Yeah, I I I love the fact that you were willing to invest in yourself because of that internal belief. Like you were already getting results. You already you you were confident in the transformation that you were providing. And I think that's key. Step one be confident in the transformation you're providing. And if you're not, get that way because that's what's required.

00:35:02:19 - 00:35:37:07
Suzanne Taylor-King
You have to be you have to believe in your own product. You had to be a product of your product to right you. You have to do the work. It's plainly obvious that you did the work on yourself first. And I think that's a missing piece in so much of the internet marketing world, content world. And, I want to ask now, content marketing is interesting to me, you know, putting content out there in order to meet people, right?

00:35:37:07 - 00:36:20:14
Suzanne Taylor-King
In order to have people reach out to you in order, you know, to maybe have somebody hire you. I have noticed in the past, probably year that the content I put out is really just the authority and trust builder that the reason people are reaching out is because of events and trust and meeting me or, hearing about me from someone else, not necessarily reading a post and saying, oh, I need to hire Suzanne.

00:36:20:16 - 00:36:50:01
Suzanne Taylor-King
But when they look at my content, they're like, oh yeah, so-and-so mentioned her and I need to have a conversation. So it's kind of like this. It's not the catalyst for making somebody push by, but I feel like it's the relationship starter and it's kind of the oh, yeah, she's legit because she's producing information and oh, there's her information.

00:36:50:01 - 00:37:01:15
Suzanne Taylor-King
There's the body of work. So that ups the trust factor. Have you noticed that for yourself as well.

00:37:02:12 - 00:37:27:13
Deirdre Martin
Yes. And for clients. And I think very much, you know, part of my strategy, the the third part that I would say is the how to raise your hand and say I'm open for business, peace. And doing that in such an effective way that it not it doesn't sound like you're like, hey, please come and buy from me because nobody, nobody likes us, right?

00:37:27:13 - 00:37:37:19
Deirdre Martin
And it that can be repelling. So I think you've got to in your content. You've got to look at that part. And I don't know how many times they say 24 times it takes

00:37:37:19 - 00:37:38:12
Deirdre Martin
The.

00:38:25:02 - 00:38:25:21
Deirdre Martin
While.

00:38:43:21 - 00:38:45:10
Deirdre Martin
that. Yeah.

00:39:10:22 - 00:39:11:13
Deirdre Martin
Yes!

00:39:11:13 - 00:39:35:16
Deirdre Martin
Yeah.

00:39:35:17 - 00:39:54:00
Deirdre Martin
Well, the.

00:39:54:00 - 00:40:19:13
Suzanne Taylor-King
Yeah. I think it's the value thing for me that really I always use the term massive value. And people ask, like, well, what's massive value? And. Well, it all depends on how the person in front of you, perceives value. So it could be time. It could be a comment, it could be a share. It could be, advice, it could be introductions.

00:40:19:13 - 00:40:59:00
Suzanne Taylor-King
It could be for somebody yesterday who I just met. Massive value to him. He was telling me he was getting ready to close a deal right after his conversation with me, and he mentioned the name of the company, and I said, oh, the dental supply company. I happen to have a 20 year career in dentistry. If it would help you close that deal, to have a business coach who used to be a dental hygienist in your pocket, please drop my name.

00:40:59:02 - 00:41:33:22
Suzanne Taylor-King
It helped him close the deal. Well, I'm not expecting money from that. I'm enhancing my relationship with that person and being a value of service. I don't know where it's going to lead. I don't have an expectation of where it's going to lead, but that's how you have to show up in the online space today, whether it's in a post or a video or anything that you're talking about.

00:41:34:03 - 00:42:09:08
Suzanne Taylor-King
That's what gets people to know, like and trust you. And I hate to say it, but there's been in 15 years, there's never been a post on social media for me that has driven someone to a sales page and made them click buy for anything over $1,000. Not one. Not ever. It's always been a trust based conversation or some sort of group interaction.

00:42:09:14 - 00:42:13:02
Suzanne Taylor-King
That's made people click purchase.

00:42:13:06 - 00:42:24:11
Deirdre Martin
That's interesting. And, you know, to come back to the value piece, from a customer experience perspective. Value, value is actually measurable. And

00:42:24:11 - 00:42:25:03
Suzanne Taylor-King
Yes.

00:42:46:22 - 00:42:47:10
Deirdre Martin
Right.

00:42:47:10 - 00:42:57:17
Deirdre Martin
But value the formula for value is value is equal to experience minus expectations.

00:42:57:17 - 00:42:58:22
Suzanne Taylor-King
Oh. That's awesome.

00:42:58:21 - 00:43:05:11
Deirdre Martin
So you were a guy yesterday. He was like expecting you to probably come on and have a coffee and try and sell on something.

00:43:05:16 - 00:43:24:23
Deirdre Martin
And actually what you did was you so surpassed his expectations by not selling him anything, but he went off thinking, that's incredible value. And Suzanne, I bet my bottom dollar he will be back to work with you once that contract. Once those funds start rolling in from that contract, he will be back

00:43:25:02 - 00:43:57:21
Suzanne Taylor-King
It clearly possible, but the just the being of value like that to people and not having the expectation. I think that's the key in entrepreneurship. Because when we're first starting out, and like you said, the bank account is, is zero. There's a panicked energy of feeling like, oh, shit, I gotta make this work. I got to sell something today.

00:43:57:23 - 00:44:16:19
Suzanne Taylor-King
And that feeling, that energy or whatever you want to call it, is felt by other people and you have to be able to turn that off and truly, you know, either be a value, be of service, show up powerfully. Still, even if the bank account is zero.

00:44:16:19 - 00:44:31:17
Deirdre Martin
Yes. Yes, for sure. And that's very difficult to do. And I think a lot of it is when you're going into a call, it's that scarcity mindset. It's to think and always mean nothing.

00:44:31:17 - 00:44:32:06
Deirdre Martin
Yeah.

00:44:52:13 - 00:44:53:14
Deirdre Martin
Beautiful.

00:44:53:16 - 00:45:14:05
Suzanne Taylor-King
Perfect. Perfect segue into saying thank you for being here and having this conversation today. It was really fun. Thank you for the value equation. I will be using that for sure. That resonates with me a lot. And how can my listeners become fans of yours?

00:45:14:06 - 00:45:20:00
Deirdre Martin
Oh, well. Amazing. And vice versa, because we're streaming to my Instagram or my LinkedIn right live right now. So I'm going

00:45:20:02 - 00:45:20:23
Deirdre Martin
You just love.

00:45:20:23 - 00:45:33:16
Deirdre Martin
exact, but people can connect with me on LinkedIn. Just search Deirdre Martin and I will come up, look for the the headline about on Copyable brands and you'll find me there. And what about you, Suzanne?

00:45:33:16 - 00:45:36:05
Deirdre Martin
Where can my followers find you?

00:45:36:05 - 00:46:10:00
Suzanne Taylor-King
Same Suzy Taylor King on LinkedIn that leads everywhere. Newsletter website. All the things. I'm honored to have this conversation with you. And I look forward to more because there's so much synergy in what we do. Yet you and I do different things, and I want to just say, this is an example of why you should connect with people who have the same label as you.

00:46:10:00 - 00:46:51:20
Suzanne Taylor-King
So if you call yourself a business coach like I used to and like Deirdre used to, and don't think that you shouldn't connect with other business coaches, because there's a distinct possibility that clients of mine need Deirdre's unique expertise, and there's entirely possible that clients of Deirdre's could use part of my business acceleration process or my charisma code process, and when you actually open yourself up to that, this is my little soapbox for today.

00:46:51:22 - 00:47:25:08
Suzanne Taylor-King
When you open yourself up to connecting with like, minds who have a unique process for doing what they do, you are creating an Inner Circle referral network for yourself that will result in more business for you than anything else that you work on. So keep enhancing those relationships and deepen the ones that resonate with you, like Deirdre and I did today.

00:47:25:10 - 00:47:31:06
Suzanne Taylor-King
And hopefully that inspires you to get out there and connect with some like minds.

00:47:33:12 - 00:47:38:12
Suzanne Taylor-King
Thank you Deirdre.

00:47:38:14 - 00:47:42:19
Suzanne Taylor-King
We will, we will, I know it. Have a great day everyone.

00:47:42:20 - 00:48:10:14
Suzanne Taylor-King
Thank you for tuning in to another empowering episode of Unlock Your Way. I hope you found today's discussion inspiring, and you're ready to take your business and personal growth to that next level. If you're feeling is fired up as I am and eager to unlock that full potential, I'm here to help you on your journey and provide that personalized guidance tailored to your unique goals and challenges.

00:48:10:16 - 00:48:37:09
Suzanne Taylor-King
Simply book a one on one coaching call with me, and we'll dive deep into your business aspirations and see how we could co-create a roadmap for your success. And whether you're striving to scale an enterprise size or just getting started. I'm here to support you every step of the way. To schedule your coaching call, simply visit the website and unlock your way with SI.com.

00:48:37:11 - 00:49:16:09
Suzanne Taylor-King
Click on the Book a Call button and we'll turn your dreams into that reality. Subscribe and review on your favorite podcast platform and on YouTube. Plus, you can join over 800 entrepreneurs in the Idea Lab, Facebook group. Let's make success as an entrepreneur happen together. Until next time, I'm AK. Keep dreaming big. Stay focused. And most of all, have fun while you're doing it.