How to Become the Go-To Person in Your Industry with Amanda Edwards

attracting customers impact loyb podcast magnetic messaging Oct 26, 2021

Are you the go-to person in your field? Do you see others in your industry gaining clients, always being interviewed on podcasts, or being constantly talked about?
Is that the authority you want to have?

On this episode of the Lean Out Your Business Podcast we have Amanda Edwards founder of Imperfectly Ambitious which helps women align their work with their legacy. 
If you have been looking to make a bigger impact in your field you're in luck. Today we are learning some of her top tips and where you should be focusing your time and energy.

Being imperfectly ambitious is chasing your ambitions one step at a time without needing to see the whole picture perfectly. It comes from taking the first step toward trusting and knowing each step will lead to the next step. You do not need to see the entire picture to start making moves toward your goals.

Imperfectly ambitious is taking the first step by both trusting and knowing it will lead to the next step- Amanda Edwards  Click To Tweet.


Magnetic Messaging

This is your thought leadership.

Messaging is not only what the impact you intend to create is. It is also who you are serving with your messages.
Top questions to ask yourself when creating content that will connect on a deeper level with your audience beyond just educational content, how-tos, and pieces of training.

Some of these might look like:
What is your audience struggling with?
What are they going through currently?
What is keeping your audience up at night?

When you create your messaging you will be connecting with and answering their questions using their own language. How they are speaking about their problems in your community, online, from calls you have had, use the language of your audience.

Magnetic Messaging Click to tweet.



References mentioned in this episode:

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0:08 Welcome to the Lean Out Your Business Podcast, a show dedicated to helping entrepreneurs accelerate business growth and simplify success. I'm your host, Crista Grasso, and I've been working with businesses for more than two decades to help them lean out and optimize what's working while eliminating anything that's not adding value. So, if you are ready to get more time back in your day, more profit in your business, and to do business differently, growing and scaling on your terms let's dive into today's episode.


Hello, Hello everyone, and welcome to another episode of the Lean Out Your Business podcast. Today I have a special guest with me and I'm really excited to introduce you to Amanda Edwards. I'm going to tell you a little bit about her. I had the pleasure of being on her podcast earlier this year and just instantly connected with her and love so much of the work that she's doing that I knew I wanted to bring her on the show to share all of her wisdom and magic with all of you. Amanda, thanks so much for being here. I'm so happy that you're here today.


Oh, thank you for having me. It's such an honor to be on the show. I love the work you're doing so I'm so honored to be here. Thanks for having me.


Absolutely. So let me tell you guys a little bit about Amanda. And then we're going to dive into a nice juicy conversation today. Amanda Edwards is a business mentor who helps women put their gifts and strengths to work in order to make more impact and find more fulfillment. And who does not want that? Amanda has led accounts in sales strategy for the past 15 years working with fortune 100 companies in the technology industry. She's created the internationally chart ranking, Imperfectly Ambitious podcast, which is an excellent podcast to equip you with the tools to help you pursue your own version of success and breakthrough that holds you back. So, Amanda, the first thing I want to dive into is because I love and hear you talk about often imperfect action, obviously the name of your podcast and business is Imperfectly Ambitious. So, what does imperfectly ambitious mean to you?


That's a very good question. And I'm glad you asked because imperfectly ambitious, it just came to me one day, and so many of us and I'm sure your listeners can relate to this, you're ambitious, and you're checking all the boxes. And you might be a little bit of a perfectionist, or you might be a little bit of a people pleaser. And you're kind of checking these boxes and you're an achiever, you're going after your goals. And yet there's this part of you that might be holding yourself back because you're not quite sure like you know, there's something else you know you need to do; you're being pulled for something more. And yet, it might be a little bit out of your comfort zone, even though you're an achiever, and you're not quite sure how it's all going to unfold, or how that whole journey is going to look. And it doesn't feel safe, because you're like, well, I can't see the whole picture. So, I'm just not going to start, I'm going to stay right here in my safe zone. And it's like imperfectly ambitious is to go after those ambitions one step at a time not needing to see the whole picture perfectly. Just taking the first step and trusting and knowing that that's just going to lead to the next step. And you're going to be okay, you know how to handle it. Look at all you've done so far. Look at where you've gotten. So just keep following those breadcrumbs. You don't need to wait to see the whole picture.


I love it. It makes me think, I'm a big Indiana Jones fan from back in the day, you walk out on the platform that you can't see then suddenly it appears. I love that though. I think it just makes so much sense. Because for the high achievers out there, which I know all of you listening are high achievers, it can do a little uncomfortable to do things without that like 100% super detailed know all the things plan or that high confidence that if we're going to get it absolutely right the first time that we go out and do it. So, I really love everything that you're talking about and how you encourage people to just take that imperfect action and just get started.


Yeah, because that leads to momentum, you take that step and you see like, okay, I did it that wasn't so bad. And now you're energized and you're excited. And then it's easier to keep that momentum and keep moving forward one step at a time. And even if it's an inch or a foot, you're still moving forward, depending on where you're at in your life, what else you have going on, you can decide the pace but still move forward one step at a time.


You know, so many of the high-achieving entrepreneurs out there are also very impacted-driven. They're in this because they want to make a big impact. They want to both feel fulfilled and help other people get fulfillment out of whatever results it is they're looking for. So how do you recommend that people maximize their impact and really feel fulfilled in the work that they're doing?


I think a lot of that comes from just a lot of self-awareness and really understanding as you said, what is the impact you want to make and then understanding like your strengths and your gifts, and how you can put those to work in the day to day in bigger ways, and scale those in ways that now you're making an impact and a contribution and serving other people through your business, through your podcast, through your work, and then that comes full circle. And that's when you feel more fulfilled. But it's really being honest with yourself on what is it that you want to be known for, what's the impact you want to make, what's the legacy you want to leave behind, and then what are your gifts and your strengths that you likely take for granted, because it comes so naturally to you. And so, you're probably disregarding some of those. And you're racking your brain thinking that you have to get better at something else. Or you should become an expert in this or that when really what you need to focus on is what you're already good at. And it's amplifying that in bigger ways and creating opportunities to bring that to life that could be seeking out the confidence to speak up. Don't wait to be asked to seek it out. Who can you talk to? How can you figure out if you can speak there, figuring out how you could go contribute at something else that just is in your realm, or you know that if you were to do that you would feel in your element and feel lit up? So, you have to seek out those opportunities where you know, you would feel like you're on fire, you would love it. And then that's when you're contributing in a big way.


Yeah, definitely. And I really like that right, amplify what you're best at. And I think so often, you probably have a good idea of the things that you're good at, you might not always be super aware of the things that you're best at. But the people around you, they're really aware of it. And I learned this the hard way I just naturally plan. I mean, I've been a planner, according to my mother, since I was pretty much born, I plan everything. And for me, I can so easily see somebody's vision and break it down into exactly what they need to do and what they need to do now, in order to make it a reality long term. It never crossed my mind that other people didn't do that. It just comes so naturally to me that I just assumed well, everybody does that. And it was somebody else pointing out to me, you realize other people don't think like you, right? Other people can't do that, that I realized, oh, maybe that's part of what makes me, me. And I think it really is. So, do you have any tips for people for the kind of figuring out what those gifts and what those things are?


Yeah, I always say just really think about actually the things that you're doing. When you feel that energy change, like even in your body like you feel lit up, like so for me, I loved presenting to clients and seeing a shift in them like I could see them get aha moments, or I love talking to colleagues about how they should handle a situation what to do next, give them a different perspective shift and then see them move forward through this roadblock that was holding them back. It was talking on stages; it was all those things that fill me up coupled with what people would come to me for on a regular basis. Like the type of advice or the type of encouragement or the topics, I would find myself in conversation in a lot, it would be those things within the actual tasks that would light me up. But talking or presenting that's really how I can do a podcast, how can I use my voice, my energy for me comes through in my voice. And so, there's that connection and a conviction there that again, you have to be self-aware of. And maybe for you it's not a podcast, maybe you love to write, you know, maybe it's somehow using that to funnel more through. So, it's using my voice to talk about things that I care about, that matter to me, and that ultimately now can be a platform to continue to create programs and other things. And so that's how I came to the podcast. So, I think it's just being self-aware around what are those conversations you find yourself in? And what are the things that you're doing when you feel lit up? And then what's that impact that you want to make?


There is so much gold there. I absolutely love that, which I think is a great transition into magnetic messaging, because I hear you talk about this a lot. And how does someone create that magnetic messaging either for their brand or for one of their offers?


Sure. So, when I say magnetic messaging, I use it intentionally because to me, that means that your messaging is essentially it's like your thought leadership, and you're putting your messaging and your content out there in a way that is connecting the right people who need to hear it to you in a way that quickly establishes that mutual connection and that trust and your authority. And it's kind of that perfect storm of like creating that relationship that is really genuine and that's not forced, and that comes natural to you. And that makes everything easier, including sales, that magnetic messaging is really around in order to do that. And I also say, messaging is different than content, your messaging comes out through your content, that content is the vehicle to really deliver that powerful messaging. And so, your messaging really is not only what is that impact you want to make, but who are you serving? And how can you connect with them at the level that hits them at that emotional level? And so, a good way to put it is, with messaging, so often, our messaging comes through our content by way of, I'm just going to give information. Information is good. But in order to go to a deeper level, with your audience, with your clients, with your customers, or potential customers, you have to connect at a deeper level. And so that means instead of just giving information, and how-tos, and trainings, which those are important, those are important, and that has to be part of your overall plan. In addition to that, you could look at things like where are they right now? What are they going through? What are they struggling with? Ask that question. And that question alone could lead to like, start just writing out what keeps them up at night? Like, what are they struggling with? What are the words they use, you might call something a name or a certain thing because you're an expert in this area, but to them that might not be the words they use? So how can you pull out the words they use? And then give them not only information but perspective shifts? Give them quick like aha moments that maybe they think something, but you know that the world can be so different for them when it comes to that topic? And like how can you deliver a quick aha moment around planning or meal planning as an example, like a meal planning or time management or whatever area? How can you give them a quick aha moment where they think something is one way when really that's not the case? Do we talk about giving value a lot through the messaging that comes out in our content? How can you give value? And how can you take away something that your client is facing? How can you remove something for them, that's giving huge value, which would be helping you remove a limiting belief? What is it in regards to what you are selling? Or you're offering to serve your client through a podcast episode? Even like, what is it that they are holding as a limiting belief in your area of expertise? How can you remove that for them? How can you remove a roadblock? How can you remove excuses? When you start to do that, instead of just giving information, that's when your messaging starts to hit at that more personal level where they feel that connected to you when they feel like yeah, she's talking to me, instead of more of that massive broadcast of information that was just to everybody, picture yourself talking to that person on that one-on-one conversation. Like, how would you talk to us actually, the words you would say, use the words that would resonate with them. Those are just some little tips that can help to elevate your messaging.


Yeah, I think that's great. And I really love the concept of magnetic messaging, because I think it's so perfectly descriptive, right? It's, you're becoming a magnet to her client, I love it. It's perfect. Now, how does that help you really become the go-to in your particular niche or your industry?


What that does is it starts to build trust, it goes beyond somebody just looking to you for information, maybe it's somebody could still look to you as an expert, when you give really good information, that's great. They look to you as an expert, because you seem to know a lot about this topic, you've seen to have proven results with other people through this topic, but becoming the go-to means that I connect with this person, I connect with this person, because they understand me, it seems like their messaging and everything they're saying is talking about me. So, it makes you the go-to because you are elevated in somebody's mind as the person who is able to really understand what they're thinking, you're using their words, you're in their head, you're removing the roadblocks that are going to prevent them from seeing progress and the transformation that you can deliver. And so, for that reason, you're elevated in that way. And then you're the go-to because you have that extra piece where that 80% are over here, you're in that 20%. And that's how those are kind of tactically some of those examples. And your messaging is going to help elevate that component.


Yeah, that's great. And who does not want to be the one that stands out in the sea of everybody else doing something different?


That's right, absolutely.


So, let's shift gears and talk a little bit about leadership, which I know is something else that you're really passionate about, and talk about a lot. So, when you think about leadership, how does that play a role in sales?


I love this question. Because people cringe when they hear the word sales, people don't want to come across as salesy or sleazy or slimy. I love the term leadership based selling because I believe that really if you're truly selling in an aligned way that's authentic with who you are, that's really what it is, is leadership, because what you're doing is you're guiding somebody through a process and the leadership part at any level, you have to have self-awareness and your self-awareness again, around who you are, what you bring to the table, what you can offer somebody, the transformation you can deliver, and how you can use your individual strengths to come through and shine through in order to guide that process and really bring yourself into the process so that those people can have a chance to again resonate with you at a different level. And so it's that self-awareness and the communication and influence part of leadership is critical in the sales process, you have to be able to communicate not only the tactical expectations and what people can expect from your process and your product and your offering, but you have to be able to communicate what it's going to do for them, you have to be able to have that influence and positive persuasion, you're not trying to convince somebody of anything, it's more like you have the influence to say, here's what's possible, you can paint this picture for them, which is painting this picture of a vision, and then get on board with me. And let's do this together. Right? So, it's that influenced part of leadership that is essentially sales, it's self-awareness, influence, persuasion, and it's being able to lead and it's a customer-focused journey too, it's not about you. It's not about being so caught up in what if they say, “no,” how am I sounding; it's focusing on being so sure that, you know, you can help somebody and standing with that standing firm in that, and knowing that, hey, I'm here to help you, and I'm your guide, and I can help you achieve this transformation.


Yeah, I love that. And I think that's such a great way to think about and approach sales because I know some people love sales. But a lot of people more often than not, do not look forward to sales calls in any way, shape, or form.


I hear that too, more often than not, that's the case. And I think it's just remember how you're able to serve the person that's on the other end of the line. And remember, up until that point, the value that you've likely been delivering to them, whether that's through content, whether that's through various messaging, whether that's through different opportunities, they've had to work with you in the past, or freebies, or whatever you call, whatever it is you're offering, you're delivering them value. And now it's time to explain to them and offer to them what's next for them what's next in that logical process to get even more value for them, for them to even see a bigger transformation and to change your component of the world for that you're able to deliver something different than they have now.

17:01 And that's what it's all about, it's actually helping your customers to get the results that they want, right?


If you're working out of integrity, and you're not actually believing yourself in the results that you're communicating, then something is off there. And it has to be revisited. And if you're working in integrity, and you actually believe it, and you know that you're delivering the value and you're competent at what that can bring to your customers, that will shine through.


Absolutely. So, I'd love for you to tell people a little bit more about your journey and how you got into doing what you do today. And then tell people where they can find more about you and what you've got coming up next.


This is probably about five years ago now. I just kept feeling this pull that there was something else I had to be doing. Everything was great on paper I always loved my career, I loved my customers, I had great family and everything was great, but it's like I know there's something else I had to be doing and the long story short, I had to scale on another level what I knew I could offer and the impact that I could make in a bigger way and so that led to me starting the podcast and then now having different offerings through the podcast and it's helping other people do that same thing and helping other people to magnetize their messaging right and really step out from the background and put yourself out there and get your messaging out there into the world and so that you can make your own unique impact and so that's kind of how it started and everybody can find me at my website which is there's some resources there you can kind of poke around in there, Imperfectly Ambitious Podcast, anywhere you listen to podcasts, and I'm working on now is some magnetic messaging coupled with some different podcasting programs coming up and people get into really refining their messaging, what it is they want to be known for, the impact they want to make. And then they want to deliver that by way of a podcast and really create those connections. There'll be programs around messaging coming up soon.


That's super exciting and I cannot wait for those so I want to round things out and I cannot wait to hear your answer with the question that I ask everybody, how do you work smarter not harder, and keep things lean in your business?


Maybe I’ll do two answers if that's okay with you because there's one I've been talking about this a lot recently as often we can keep going and we're trying to do more and we're trying to do other things and we feel like you know oh I'm behind in these areas and then you get overwhelmed when in doubt get back to basics get back to what you know works. In my case, I believe when in doubt if you can focus your time and energy on one thing today that's going to help move the needle it always comes back to people and their relationships. So, who is it that you can reach out to, who is it that you can send a voice note to, who can you send a quick note to, that could lead to it doesn't have to be an immediate result that you're either advancing the relationship you're nurturing the relationship or it maybe could lead to your next step in the sales process. But either way, the focus is on interaction on human-to-human interaction. So that's number one is like when in doubt, what relationship can you focus on right now. Number two, to get lean is a lot of batch work, a lot of batch work as far as okay, let's figure out on what day am I going to work on this type of messaging or content, for example, and I'm going to get that all together. And that way, I'm all set for the next few weeks, or the next month, you know, whatever that looks like, and just trying to simplify processes like that. And I really that's the one that comes to mind right now is that batch working in particular, because I'm doing a lot of content and messaging. And so that's what I'm just trying to focus on.


Yeah, my business would look completely different if I did not batch things. And if I did not work in focus blocks, that is how I get done as much as I do and how I keep things really lean in my business when people are like, I've never heard of a focus block before. No, I don't do anything in batches. I'm like, oh, like, there's an opportunity here.

That's right. That's right. You're like, yeah, okay, we can fix this. Like, you're going to get back so much time when you're willing to just wait.

Yeah, I love that you shared that. So, let's round things out with do you have any final tips for our listeners for either, you know, developing their magnetic messaging or taking that imperfect action?


Don't be afraid to put yourself out there. Just think about what it is like what always keeps me going is I think about like, at the end of the day, at the end of my life, what is it? Am I going to regret not doing this, like if you know, you have to do something, take that first step, like just take the first step and everything else will reveal itself and be true to what it is, you know, you need to do regardless of what everybody, what you think everybody's going to say, regardless of the people who aren't going to understand or what if this doesn't work out? Just take that step who are the people who can help you along the way, figure out who it is that you resonate with, or who it is that is doing something that you want to be doing and see how you could work with them or see how you could get help from somebody. But it's just taking that first step and not letting yourself hold yourself back. Because that's what happens is we hold ourselves back more than anything else will hold us back.


Yeah, that's such great advice. So that sounds like the perfect way to round out this episode. So Amanda, thank you so much. I loved this conversation. I know all of our listeners are going to get tons of value from it. So everyone, check the show notes for all the links where you can find Amanda and we will see you again next week.

Thank you for joining me for another episode of the Lean Out Your Business Podcast. I hope you got a lot of value and actionable insights from today's show. And we'd love if you take a moment to leave us a review. If you have any questions on today's episode or on how to lean out your business join us over in our private Facebook community where every week we do live training and Q&A. I'd love to have you be part of the conversation had to to join us. And before you go, be sure to subscribe to the show. So, you're the first to know when we release a new episode. We'll see you next week.



by Crista Grasso

Crista Grasso is the go-to strategic planning expert for leading global businesses and online entrepreneurs when they want to scale.  Known as the "Business Optimizer", Crista has the ability to quickly cut through noise and focus on optimizing the core things that will make the biggest impact to scale a business simply and sustainably. She specializes in helping businesses gain clarity on the most important things that will drive maximum value for their clients and maximum profits for their business.  She is the creator of the Lean Out Method, 90 Day Lean Out Planner, and host of the Lean Out Your Business Podcast. She is also the founder and CVO of the Profitable Planner Co and Criscara Jewelry.


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