Cubicle to CEO

Starting Over: Scaling A New Business From $0 to $60K Months

May 16, 2022 Ellen Yin featuring Diane Armitage Episode 142
Cubicle to CEO
Starting Over: Scaling A New Business From $0 to $60K Months
Show Notes Transcript

Redeem your free 30 day trial to Pretty Simple, the #1 leads tracking app built by solopreneuers, FOR solopreneurs: https://ellenyin.com/prettysimple

Interested in sponsoring this show or trying podcast ads for your business? Go to
zen.ai/ellen and fill out the contact information so Zencastr can help you bring your business story to life.

Nicknamed the “creator to the creators”, Diane Armitage is the powerhouse behind many well-known million and billion-dollar brands like Bob Proctor, Jay Abraham, and the creators of Chicken Soup for the Soul.

Despite an impressive thirty years as an entrepreneur with several successful businesses she ran behind the scenes already under her belt, Diane was still scared to put her face out there and start her own personal brand. After joining our mentorship program, Cubicle to CEO, Diane finally took the leap. Today’s case study examines the strategy Diane used to scale her brand new coaching business from $0 to $60,000 months in less than 2 years, and why starting something new doesn’t have to mean starting from scratch for you either.

Connect with Diane:

Want to join our mentorship that helped Diane scale this new business? Watch our free masterclass to see if it is a good fit for you when you visit https://ellenyin.com/getclients


If you enjoyed today's episode, please:

  1. Sign up for our text notifications at ellenyin.com/superfan so you can be the first to know when a new case study has dropped! 
  2. Post a screenshot & key takeaway on your IG story and tag me @missellenyin & @cubicletoceo so I can repost you.
  3. Leave a positive review on Apple Podcasts
  4. Subscribe for new episodes every Monday 

 

----- 

FREE RESOURCES:

Service-based entrepreneurs, are you tired of being on the content hamster wheel + hustling for more followers without more income? I created a FREE, on-demand training just for you on how to use my step-by-step client attraction system to create your first $10K month, WITHOUT a large audience or complicated marketing strategies! Claim your bonus gift by watching now: ellenyin.com/getclients

AppSumo is every bootstrapped business owner’s best friend, offering exclusive lifetime deals for software, courses, templates, and more at STEEP discounts. Go to appsumo.com/collections/ceo to view my curated collection of the best tools to help your business thrive!

Learn more about Comcast RISE: https://ellenyin.com/comcastrise

00:00.00

ellenyin

Hey Diane I am so excited to finally have you on the show I know we were just chatting before this and saying this conversation is long overdue but I'm so glad you made it here.


00:08.29

Diane Armitage

I am so pleased to be here. It's an honor.


00:12.90

ellenyin

Well Diane you are a a Maven a maverick a tyoon in the making and you have so many successful businesses. But here today we're going to be talking about your journey into starting over from scratch. With a brand new business your own personal brand http://dianearmitage.com and how you were able to scale that business inside cubicleta Ceo from nothing literally zero dollars to $60000 months in ten months which I think is the all time record for our program I just got to say.


00:45.55

Diane Armitage

Now.


00:48.74

ellenyin

I am so impressed. So we have a lot to uncover in that in that story. But first thing let's let's start with your own cubicle to Ceo Story Did you ever work in a traditional job before becoming an entrepreneur and if so what made you make that leap into working for yourself.


01:04.50

Diane Armitage

Well, you have to keep in mind that I'm way way way older than you. Okay, so in in in 9095 I started my own marketing agency as a I started it as a freelance writing company.


01:09.71

ellenyin

A future in many ways just one 1 or none right.


01:21.19

ellenyin

Yeah.


01:23.15

Diane Armitage

So that was way back in 95 and so and it took off like a galloping horse because the first two clients I brought on were just giants in 2 different industries so that was huge health but um, so in that whole process I was this giant writer for ghost writing and curriculum writing and all that sort of thing. And created all these programs for all these huge personal development coaches. But I was always behind curtain. So um I decided when covid hit that it was about time for me to finally make that website that was going to be about my coaching experience and you know getting people into either. The business side of marketing strategy coaching or the other side of exponentializing your life because you rock you know, stepping into your empowerment kind of thing. So I started that in I started the website kind of development. Got it up and running by about April and i. Found you in about March of the same timeframe so cubicle to Ceo was awesome because even though I'd had this marketing marketing agency and I done all this stuff all over the world. It was really cool. The way you would put that whole library together for everybody.


02:34.27

ellenyin

Most.


02:36.26

Diane Armitage

And just the ongoing contact and touch that you had with people. So even though I had created some of that for other huge giant speakers I hadn't really installed any of that in my own life. So that library was incredible and I just went through Boom It's so because.

I'm also from a different era of marketing. You know you're a different era. You're more online. You're this, You're that you know and even though we've been trying to keep up and doing our thing and all that sort of thing you know it was really an eye opener. It was huge.



03:08.84

ellenyin

And that was March of Twenty Twenty right like right right? after the pandemic or I guess right when the pandemic was starting and I know ah you're kind of glossing over some of the legends that you've worked with but right of Bob Proctor the creators of the whole chicken suit for the Soulle franchise.


Um, and and many many more I think that you bring up a really great point Diane which is that sometimes you can be extremely experienced in in a specific skill set for for someone else, but applying it to your. Own brand and your own creation is a totally different ballgame so I actually wanna ask you? What did you find was the hardest part about using your marketing skill set for growing other people's brands versus your own. What what kind of challenges did you come up against. Changing that focus to yourself.


04:01.85

Diane Armitage

Well I had always branded myself as the you know the creator of the creators right? I mean they had actually branded me that creator to the creators and I was always there stealth secret right? behind the scenes and so.


Initially I started branding myself in that regard starting in like well it took me like from March to october to even get my nerve up to start actually teaching classes because I was experiencing my own terror barrier which is what I teach and write about all the time for everybody else. So I had this little terror barrier going on. Because it's kind of like well I'm not big enough to actually step into this space. You know I am working with Bob Proctor I'm working to Jack Campll remark Victor Han I'm working Deepockc Cho I'm with all these giant stars and I'm just like this little person so that was probably the biggest thing and it really wasn't until. Just maybe three months ago that I really started changing up the brand to what I really am it took a while for me to recognize and really step into that myself, you know and say okay yeah I I know how to do this because I have done this I've created it for these people.


So it was really interesting stepping into that brand and it was like are you sure you should do this and say this about yourself. But since then it's just really had just really great impact.


05:25.34

ellenyin

Wow. And yeah, as you were describing that to me Diane literally this visual came up in my mind. It's almost like I imagine like these these you know big stars like you said on a stage but you're that you're the person operating life. You literally are the 1 shining that spotlight allowing them. To do the work that they are doing helping you know grow that movement and so even if people may not see you from the audience. It's like without you that that light wouldn't be there that spotlight wouldn't be on them in the way that it is right? and so I'm so glad you you. Took that leap of faith and despite your what did you call it a terror barrier. That's a good one I've not heard that before I was.


06:03.22

Diane Armitage

Yeah, it's something that made up along the way you know, but it really is true I mean you hit that barrier and you're like I can't do this I can't do this I'm gonna go back I'm gonna go back this way you know instead of pushing through the barrier.


06:15.80

ellenyin

What do you right? What do you think was the biggest I don't know catalyst or decision or whatever happened. Um. Actually made you because you said for March October you were just getting up the courage to really put yourself out there. What was that final thing that made you do do it like just say okay I'm I'm going to start and I'm going to put myself out there and start teaching and you know doing all the things.


06:41.53

Diane Armitage

Yeah, it was really that I thought you know I've been creating curriculum for all these people if if I'm going to create curriculum for me I need to have an excuse to do it to force my hand so at the time Bob Proctor had a giant thing going on called Msi connect multiple streams of income which was teaching people how to create all these different men. Streams of income and my very dear friend who ran all of his production. You know was running that show and that's where I called him I said hey you would would you mind if I just taught like just 20 minutes every now and then and he was like oh my god it would be so great and so it was really great because it forced me to come up with the curriculum and actually. Get in front of a Zoom and teach people you know and I was amazed at how they responded because you never know how much you have in your head that people don't know you know and they're always so stunned and so enraptured with what you have in your head. We always.


We never think about how great that is right? So it was really cool to work my way in there and and then I became I began doing more and more and more of those to kind of like build up my ah thing you know.


07:38.76

ellenyin

Totally.


07:47.89

ellenyin

Yeah I think you're right, We totally underestimate ourselves because we're so close to it right? It's like these are the thoughts that circulate in our head on a daily basis or maybe we don't even stop to think about them because they're just stored in our subconscious and so.


08:01.58

Diane Armitage

Right.


08:04.14

ellenyin

We don't recognize the the power in that and it's funny because right before this call actually Diane I was on a different ah call with um with my friend Megan who was giving me my human design session or reading or or whatnot and I'm I'm not really super familiar with that world but she was saying how you know sometimes. Um, you know your your superpower is not necessarily saying something new or different. It's it's the way that you can convey or communicate a thought that really makes it clear for people and that it creates that aha moment for them and so I think.


08:36.11

Diane Armitage

Absolutely.


08:41.70

ellenyin

That's one of the things that I really admire about you as well and I know we're here to talk about the the 0 to sixty k case study. But before we get into that I think it'd be helpful for our listeners just have a little bit more context about what it is you do now like with the Diane Armitage personal brand business that you started with us in cubicle to Ceo.


08:58.11

Diane Armitage

Well my usp is basically that I help entrepreneurs and business executives exponentialize their business growth with out of the box strategies that are surprisingly simple to apply.


09:00.23

ellenyin

Who are you helping What is it that you help them. Do.


09:16.91

Diane Armitage

So that's the usp. So I have 2 different functions of Dion Armage I've got the marketing and business strategy side and I've got the and I've got the personal development leadership empowerment build your business by having the right mind consciousness side. So those are kind of the 2 different things. So. I trained with Jay Abraham I don't know if you know him he's a giant marketing mentor and I worked with him for years and so a lot of my business strategy marketing strategy that I applied to the big corporations I worked with came from what I learned from him so that's all in my marketing alchemy class and then I've got. Ah. Few other different classes all around this you know step into your power become a better leader in your life and in your business and you know things that you can do to make that happen.


10:03.76

ellenyin

So can you give me an example I'm sure the ah you know others listening are also curious. Can you give us an example of an outside of the box strategy that you've used with a client before to like you said to exponentially grow their their business and. I specifically wanted to ask you this because like you said you have decades of experience in marketing. But you've seen so many different progressions of marketing strategy and as new technology emerges and new platforms. Emerge you've been able to adapt to those. But I think that. What I love about your skill set is you also know so many different ways to grow a business outside of social media marketing. So I want to hear like what is 1 interesting outside of the vox strategy that you have successfully used for a client before.


10:47.54

Diane Armitage

Oh my goodness. Oh that's kind of fun. Um, you know it's um, like for instance I was working with a giant real estate agent huge and he hired he was at the point he was selling about 100 homes a year which was gigantic at the time wanted me to get him to four hundred homes a year so


11:02.32

ellenyin

Wow! Yeah, oh my gosh.


11:07.11

Diane Armitage

We started kind of working together on that right and he was a huge abraham fan too. So you know the 1 thing I learned from Jay that was so smart was to look at other industries to see what they're doing and what they're succeeding at because your industry gets so stuck in a box that you don't think about. Oh my gosh I could actually take that idea and apply it here so when we were in the seminars which a he would like have people come up and talk about their issues and he would be in the hot seat and they'd be from all kinds of different industries and he would come up with other ideas for them right? So I was I remember sitting at a. Stoplight in Denver when I lived in Denver and there was a giant funeral procession going by and you know all the traffic stopped and all the cars are moving slowly and at the time we were trying to figure out how to get out of the open house thing because you know the agent goes and sits in an open house for 4 hours the owners have to be out of the house. You know.


Nobody likes it the agents by themselves the people who come up to the house know that they've got an agent sitting there with fresh baked cookies. They don't really want to go in there and like get junked on so I thought oh my god why don't we make an open house tour so make it like a funeral procession so instead of just having one car with your buyers going into a house. Put together a procession of buyers who will go from house to house to house so you see like 10 homes in an afternoon you're in and out in 10 minutes because you know if you want a home or not in 10 minutes and it only keeps the sellers out of the house for 20 minutes tops and you have like 20 cars all rolling in.


Right? So you're bringing all these buyers in at once which is super impressive to the seller and you're creating competition between the buyers as well, right? So the first time we started it. We we put it in place. We had them all meet I said of Walmart and there were like 25 cars so


It was awesome. It was the best way for him to get other listings. You know it was the best way to get fisbos for sale by owners. It was. It was a fun process. You know, eventually we added a mortgage person to the back of the line because people wanting to get qualified quickly in order to put in bids.


12:55.79

ellenyin

Yeah.


13:09.72

Diane Armitage

And you know then we would stop halfway through and everyone would get snow cones or ice cream cones and we get someone sponsoring that it was really just like this party right? and it was amazing. What it did because it was free publicity. The papers were talking about it. You know and it was really fun.


13:15.69

ellenyin

Oh my gosh.


13:23.70

ellenyin

That is Genius That is so genius I Hope my real estate agent friends are listening to this if they're not I will forward this episode personally to all of them and say listen to listen to this um example. Wow. Okay so I I think that point bears repeating.


13:32.60

Diane Armitage

Ah, oh we do a lot funs that.


13:42.90

ellenyin

This this idea of looking outside of your industry because especially an online business and even more so I would say in the marketing niche of that I think we get locked into echo chambers a lot and it and it really feels like okay, there's only 1 path to success and people get so caught up in. You know the minutia of like. Oh what is the algorithm doing and how many followers do I have and you know oh only 15 people liked my posts and my business is doomed and it's like oh my goodness. There's a whole world outside of your little square feed right? That's going to allow you to grow your business in other ways and so thank you thank you for for sharing that.


14:09.67

Diane Armitage

Right.


14:19.25

ellenyin

Ah, wisdom I think it's so important to hear that. Okay, so now I want to spend some time actually diving into ah you know your growth from 0 to $60000 normally we bring ah you know cubicle to Ceo alumni onto our show to celebrate their first ten k month. But I mean you blew that out of the water. So. Let's break down that sixty k month. What? Um? what? What number of clients did you have to work with to achieve that revenue level. What were the main services that you sold. Um, if you if you remember like what those offering or what the offering percentage breakdown looked like. And what was the average price of your service that you were selling that allowed you to achieve that.


15:01.63

Diane Armitage

Well, it was a combination of services. So what I do is I kind of like fold stuff on top of stuff on top of stuff and so I started with I started because I wanted to get seed money for it. So I did a marketing to millions five week course


And that brought in several people. So I launched that in November Twenty Twenty and then January again. So at the point at that point I think it was charging five ninety five. so I ended up with about $23000 in seed money. So from there I launched armitage marketing alchemy because.


After I had taught all those classes at msi connect and I saw what you were doing in your library I thought okay cool. Let's clip all this stuff out and make all these different pieces and create this strategic a to Z for marketing strategy business strategy and put it in the library and offer it to people. And you know teach and blah blah blah have them meet in the classes and that kind of thing so I started that in March Twenty Twenty one and did a twelve month subscription priced at $6000 or five forty nine a month I got oh gosh. Got how many 6 people in initially and then it kind of grew a little bit so I was around 14000 that first month so that was you know it took me how many how long to get my all march twenty twenty one it took me almost a year to launch something that you had taught me in cubicle a ceo right.


16:13.83

ellenyin

Yes.


16:28.62

Diane Armitage

So then I realized that I had to have a downsell like I had to have something that was easier for people to get in rather than a $6000 program so that's when I created the armitage millionaire club so that was a monthly subscription. They could cancel it any time and um and it was $100 a month. So it was a combination of marketing strategy and mindset consciousness money consciousness getting people past all of the fear issues around money and then I had these multimillionaire buddies of mine all over the world who would come in and do these monthly interviews. So it was really cool. So a hundred dollars I I shot I launched that June 2021 and got 132 people in so started that with 13200 monthly. So now roughly we're at about Twenty seven thousand a month right so then next project I'm always looking down the path always lookeded up the path. So I have this book called my conversations with Bob Proctor that I was planning to publish this just a book and I went to my agent about it and he was like yeah that's great book. But you know there's not enough you in here and I'm like what do you mean? It's me having a conversation with Bob telling him what's wrong with my life. He gives me recommendations I follow through it causes this craziness in my life. It's amazing then the next chapter is the same and the next chapter the same. He's like no, it's too much about Bob you have to put in more about you. And I'm like oh really, the girl behind the curtain right.


17:43.86

ellenyin

Right? Your terror barrier was coming coming on again Full force. Yeah.


17:47.77

Diane Armitage

What do you mean? and I can talk about Bob all the time. So then I organized a course at the end of last year an 8 weekek live course why because I needed to create curriculum that I would then teach that I could then create and put into my book and also put into a video audio program. So I'm always thinking of how to leverage all these different pieces right? which is just so important. So I offered that at just five ninety seven I got 36 people in that was a 1 time of 21004 ninety two. So now in November we're up to about forty Nine Thousand so I use that to springboard into my legendary program.


18:08.61

ellenyin

Yeah.


18:27.20

Diane Armitage

So legendary is my six month program and it's my big program that's really about you know, digging deep into building your leadership in a whole new way. You know it's on. Yeah, all that sort of stuff so I started it and an offer of 4 1 1 1 or they could get it at 1 1 1 1 for 4 our weeks four months and yeah, so I launched that in December and you know as I built the people through in January it brought in I think another 37 one eight? Yeah, so it started really building in that thing.


18:46.79

ellenyin

Interesting numbers. Yeah.


19:03.74

Diane Armitage

And I launched it I launched the class at the end of at the end of January so now I've got 40 k coming in for legendary 14 k for alchemy 7.5 for navigating well I changed armitage millionaire club to navigating because.


19:08.87

ellenyin

Wow.


19:21.16

Diane Armitage

People were contacting me and they're going how many millions do I have to be to have to be in your class. So I was like no, no, no, no so I changed it and that came down a little bit because I stopped teaching live classes so it was kind of interesting. So with all of that combined I was at 60 one 5


19:29.57

ellenyin

Here.


19:36.42

ellenyin

That is a really interesting breakdown. Thank you by the way for obviously doing your homework and showing are very prepared with the numbers I was so impressed with the detail The exact people exactly what each offer costs that that breakdown I think is so helpful.


19:46.75

Diane Armitage

That is.


19:52.75

ellenyin

For people to hear like what actually goes into a a business that can make $60000 in revenue a month. There are 2 key things that I want to pull out for the listeners from what I heard you say number 1 is that you led actually with a higher ticket. Service right? that the the first one where you had about 6 clients that came on at that right around 5 to $6000 range and or you know five fifty a month give or take and I think that's important to highlight because oftentimes I believe people get caught in the in this. Um.


This this limiting mindset that when when you're starting a new business. Even if you're not new to business or even if you are right? It doesn't really matter. But when they're starting a new venture. They think okay I have to start small with a low ticket and I'm putting this in air quotes if you're not saying this on Youtube.


Service ah to get my foot in the door and I think you demonstrated brilliantly diane that that's not always the best path and and you want to find your most dream client or dream student Whoever you're working with right.


First and then from there you can kind of evaluate. Okay, who else is on the periphery that may not be ready for that level with me yet and how can I serve them in a smaller way and I feel like that's where your you know your navigation or what used to be millionaires club came into play and it was a natural piece of your. Value a cent ladder for your customer. So your customer journey right now people have a a more accessible entry point in that down cellll and they can move their way up and so that's one key takeaway that I just got from listening to you talk the other key takeway. Thank you.


21:33.46

Diane Armitage

You summarize that beautifully too I'll have to say.


21:40.50

ellenyin

That that that means a lot I feel like it's my job as ah as a podcast host to to kind of be like learning and digesting what you know what? the guests are saying as as I'm listening in and then and then feed it back out. So I hope these little summaries are helpful to you too as listeners. But the second thing Diane that you said that? Um, well maybe you didn't state it. But. This is what I observed from it is that you even though you have many different offerings now under your Diane Armitage brand you did not create a new income stream until the previous one had at least reached a 10 k or more monthly. Residual or recurring income and I I feel like that is key as well because I think sometimes people hear interviews like this and they see people with like 5 or 6 different offerings and they go. Okay I got to create 5 or 6 different things and they think that the more um. What is it the more offers they create the more money they're going to make but very rarely is that the case unless you've already got your marketing and your clients dialed in for 1 offer first awesome so in creating all of these different offers and.


22:42.16

Diane Armitage

Absolutely right? yeah.


22:54.26

ellenyin

You know, enrolling these these different types of people with different perhaps goals at different price points where where did your where did your clients or your students come from like how did you? How did you draw people in. To your programs was there anything in particular like 1 particular strategy that really stands out to you of how you were able to grow so quickly.


23:18.23

Diane Armitage

Well, you know I think the best thing that I did was go to that Msi connect and start teaching for free because when I was able to get in front of somebody else's audience you know I had a list but I hadn't really been working the list for what I was moving into.


23:24.16

ellenyin

Ah.


23:36.29

Diane Armitage

Right? That list was more about all of the marketing agency stuff that we did right? and I didn't you know so those people weren't familiar with where I was moving in that world. So you know it was really interesting to step into that space for sure and so getting into somebody else's audience and actually teaching. Now I've always done big joint. Venture affiliate kind of things with some of these big dogs out there and I'm starting one next month where I finally have the legendary in place and conversations with Bob The video and audio program are both programs that I'm going to be going to super affiliates for. To you know, do a split with me to get in front of their audiences with the with the package but just getting in front of people and being able to talk with them and and and they get a feel of your energy and what you do was great.


24:15.60

ellenyin

Yeah.


24:26.74

Diane Armitage

You know like I haven't even done any of those 3 day Facebook seminar five day Facebook seminars I haven't done any of those myself but I have been a guest on other people's events you know and that has been awesome. You know that's leverage because getting in front of those other circles and you were great about explaining that in cubicle to Ceo as well.


24:38.72

ellenyin

Yeah.


24:45.83

Diane Armitage

You know you've got to find that or the pool now I'm launching now we're doing a huge launch for legendary. So it's a vsl. It's Youtube ads I had my videographers out here from Denver we spent a whole weekend doing video ads and doing all that sort of thing and it's a giant expensive.


24:45.93

ellenyin

Yeah.


25:03.37

Diane Armitage

Push into this vsl that gets them into legendary now we're working it out to the world right? because it's time to get it out to people who aren't in these little circles where they're constantly getting pummeled with offers from that particular person if that makes sense.


25:17.61

ellenyin

Right? it does. Ah it does 100% and vsl video sales letter is that what you're referring to or like okay just wanted to um, provide that extra context for our listeners who be maybe new to that term I I think. That oh my goodness like everything you were just saying it. It just really speaks to my love language because like you said it is leveraged Diane when you are brand new and you have a brand new offer or a brand new business and nobody knows what you're about now Diane obviously had ah you know a credible reputation built up from the work that she had done. Previously in in a similar industry but still her new offers were completely different than what she had done before so it wasn't like people were accustomed to paying her for these type of services. So 1 thing we really focus in on in cubicle to Ceo is. Borrowed traffic and how do you not let your own existing audience whether it's your email list your social media following your website traffic. How do you make sure that you're not limited to only selling to people who already know like and trust you and how can you get in front of other people who. You know can benefit from your services but may not know you exist and so we talk about different strategies to do that inside the program and I break this concept down a little bit more for you all in my free masterclass. So if you haven't had a chance to catch that training. We'll make sure to link that in the show notes below. You can also just head on over to Ellen Yin Dot Com Slash get clients for that training. But Diane I'm so glad that you brought that piece up because I think that is probably the the biggest piece of leverage that most new entrepreneurs do not pull. They don't take advantage of actually telling more people like in their existing circles what they're doing so that. They're not exposed then to the different opportunities to talk to. You know their established communities in circles outside of their own network for you I and this might be more of a selfish question. So but I just have to know? Um, as.


27:10.12

Diane Armitage

Absolutely correct. Yeah.


27:23.11

ellenyin

As an established marketing expert. Why did you feel like it was important for you to still invest in a program like ours like cubicle to Ceo what what made you think I want to be in this in this program and do you believe and this is more. The second piece of this question is more of like it's just a philosophical question. Do you believe that? What is it like coaches should have coaches marketers should be learning continuously from other marketing experts like what's your what's your stance on that.


27:54.59

Diane Armitage

Well I think what I loved the most about cubicle to Ceo was I mean that library of yours was incredible. So it was incredible because you have you're always changing it You're always adding to it and it's always the latest and the greatest and you have extensive knowledge in it. So I could dive deep into a module of 4 or 5 clips and really come out of there saying. Okay yeah I I would follow along and create it as you were doing it right? and I wasn't finding anyone with all of those different pieces in 1 place. So it was huge because like I said you know.


My team does social media. Do I do social media? No so I went so I had to like kind of build that up and it helped me with my best of Laguna Beach business too. You know so um, so it really was cool. The way you had that in place and I loved your coaching calls.


28:49.84

Diane Armitage

Your hot seats that you do because you really dive into a person's situation and you talk through it. You may talk through it for 20 minutes you know and the fact that other people get to listen in is such a great concept and I kind of borrowed it from you to tell you the truth because.


29:07.22

Diane Armitage

Everyone's going to learn something and they're not going to know to ask the question or they're afraid to ask the question but they've got the same thing in their head right? and and so it's so great because you bring in these people with these great questions and you walk through it and help them through it and I honestly had not seen anything like that since Jay Abraham did it.


29:14.80

ellenyin

Bingo. Yes.


29:26.76

Diane Armitage

His seminars back in the 90 s so it's really impressive because normally people think that they need to hide behind their programs and their online offerings and they don't have that 1 on 1 personal touch and you you reminded me of that and you're in a generation that doesn't have a lot of personal touch.


You know and like I said when I took my navigating class from weekly live calls and leak like classes and I changed that to you're gonna get a video once a week and you can still be on the live q and as and you can still be on the live monthly I lost half the membership.


29:53.91

ellenyin

Right.


30:02.87

ellenyin

Ah.


30:05.60

Diane Armitage

So understand that no matter how much technology you have out there and how many great online programs. You've got. It's all about people connecting with people.


30:10.14

ellenyin

yes oh yes yes yes yes everything you're saying in this episode I think just deserves to be repeated rewind Reheard people are your greatest assets. Those of you who have been in my community for a long time probably are sick of me saying that you're like we get it l and people your greatest assets but they really really are I mean there is nothing that can duplicate the impact that a strong relationship or a connection even with one person can have on your business. Um. Versus any tactic or strategy. You could learn from this podcast from a paid or free program doesn't really matter those I think those things are more supplementary to what you're like what you actually gain from that deeper connection from those relationships. So I guess I I would love to know Diane. In your experience over these last many years owning multiple different types of businesses. Do you have any insight or or advice you want to impart on how you really manage to keep that personal touch with your clients and your students despite ah, serving at scale.


Right? How do you? How do you maintain those deeper connections. Even though you're you're working with so many different people across multiple businesses multiple industries.


31:28.70

Diane Armitage

Well, you know 1 thing that I did in this that I think was really good leverage again was no matter what program my clients are in they all participate in the live call when I do the ask me anything hot seat and they all participate in my multimillionaire interview.


Where I interview a multimillionaire self-made and and so so even if you're in a program and you don't think that you've got a lot of connect you still do have that community you know and so that was really important to have I think um I think that I allow people to email me.


Diane Armitage

Now when I get to a point where I have 13000 people in a program. Okay, we may have to change that up or create a different platform where they go to a higher price point to have that access. But when people are really shifting the paradigms in their heads really shifting.


32:15.89

ellenyin

Yeah.


32:23.67

Diane Armitage

Something that's been there unconsciously all their lives and they've got to recognize it and consciously shift out of that space. Sometimes they got to they got to get help you know and so my clients have email access to me now does that mean that they're all going to be flooding me with emails. No I would say 10% of my clients. Always always 10% will contact me you know so it's not like you're just if you say hey you've got email access to me, you're gonna get just flooded. So I think that that helps too and I tell them that I'll get back with them within 48 hours because sometimes I'm working on this or that and.


33:00.67

Diane Armitage

You know what's interesting is that when I get back with them and answer them I've had people say you know I'm going to do a conversations with Diane and I'm just going to print all of the email responses that you wrote to me but and I thought oh my gosh. What a great idea. Why don't I start using those in my blogs. Why don't I start using them and other stuff right.


33:14.27

ellenyin

Um, yeah.


33:18.63

Diane Armitage

It's always about purposing and multi-purposing to other aspects of the business so that you're not reinventing it in every single pod right.


33:27.40

ellenyin

That's so brilliant. Yeah, no, that's so true now this makes me want to go back through my whole inbox in all of the emails that we've answered over the years talking to or Dms oh my goodness some of the conversations I have in Dms where I'm like.


33:33.97

Diane Armitage

I know.


33:40.82

ellenyin

Wow Like this was a really fruitful conversation I Really wish that other people had the chance to be Ah, you know, an ah observer of this conversation because they would benefit from this just like to your point you know how people benefit from hearing other people ask questions that maybe they didn't think to ask or were too afraid to ask I think that group. Learning aspect is so key but I love the way that you provide that additional channel for people to really you know, get in touch one on one with you.


34:07.76

Diane Armitage

You know another thing I wanted to say too is that I've started to do that in my Youtube videos. So one of the things I did that I've never done before is I started a Youtube channel and I'm amazed at how quickly it's growing I mean and all I'm doing is doing a quick zoom thing I just and. You know I've started answering those questions in a Zoom call and then I throw it into Youtube and I'm finding that sometimes if I just send a video to the client you know then I can get the video transcribed at http://rev.com done you know I don't have to write it so I can say whatever I need to say it immediately can go up to Youtube right.


34:35.38

ellenyin

Um, yep.


34:43.87

Diane Armitage

And it's getting transcribed at Rev for just a few dollars and then I've got it for the email writing if I need to have it for anything in the future. You know what? I mean crime.


34:48.65

ellenyin

Yeah, brilliant. Yes, working working smarter not harder I Love it. Oh my goodness you are full of wisdom I feel like I could just sit here for hours and you know talk to you about all all of your the the. Unique ways that you look at business and and marketing so we have to tell our listeners where where can they find more of you and and soak up your wisdom other than your website http://dianearmitage.com which we will make sure to link in the show notes below if you if you all want to check that out.


35:17.75

Diane Armitage

Okay, awesome. You know I I have to say the same for you Ellen because I think that you are fantastic I you have a spectacular mind and I love the way that you think too. So I'm actually going to be up in Oregon soon. So I want to see you when you're in your Salem because my family is in Newburg and Dundee. So.


35:24.35

ellenyin

A with you.


35:32.32

ellenyin

Then yes I was super close by. Yeah yeah.


35:37.40

Diane Armitage

Really looked. Yeah exactly so we're launching the conversations with Bob program. The big video audio program. We're gonna launch that in about a week but the first week I taught eight weeks so the first week we set aside for all of your listeners and so they would get the. Video and the audio download and the 4 worksheets and the transcript all of that for free. So we have that at a special link just for your people.


36:02.27

ellenyin

Oh wow! Thank you That's really generous everyone if you are interested in learning more about that program make sure again to check out the show notes or the corresponding blog post for this episode where we will have those details and Diane I know you probably know the last question coming your way. But what does being a Ceo mean to you.


36:22.52

Diane Armitage

What just being a Ceo mean to me, you know it means freedom. It means freedom when you're a Ceo in charge in charge of your world. You have unlimited opportunity.


And you have unlimited acres of diamonds at your feet. You know you've got so many options so many opportunities and you know the biggest thing you can do is jump fast make the decision fast jump fast and just keep swimming you know because it ah. I went from making $28000 a year in ah in a job to millions you know millions and it's a magical world. It really is.


37:10.80

ellenyin

It really is yeah, it's such an adventure and I love that imagery um, ah a landscape of diamonds beneath your feet ooh I feel like that needs to be a portrait or something. Well. Danne. Thank you so much. It has been an absolute joy to have you on our show and you know just you're an inspiration to to all of us and especially to I think current students in cubicle to Ceo Future students and cubicle to Ceo of what is possible. So thank you so much for coming on to share your story.


37:37.40

Diane Armitage

Absolutely and a pleasure to be here. Thank you so much I appreciate it.



LIGHTNING ROUND


37:56.80

ellenyin

Everyone welcome back to lightning round. We are so excited to have Diane with us today Diane I'm going to fire off 3 3 simple questions, whatever pops in your mind say it cool all right question number 1 if you weren't an entrepreneur.


38:08.99

Diane Armitage

Okay, never.


38:14.95

ellenyin

What do you think you would be doing right now in your life.


38:19.97

Diane Armitage

You know everything I think of has an entrepreneurial twist to it like I'd be like well I'd be selling snow cones on the beach in Mexico.


38:27.58

ellenyin

Ah, maybe you can't escape it. It's just who you are. It's it's your inner being you know that's okay, but that's not really nice.


38:30.22

Diane Armitage

Ah, well you know I love paddling an outrigger I would probably be more I would probably be paddling my outrigger boat around a lot more.


38:40.29

ellenyin

Um, that's a good one. Great answer question number 2 who would play you in the movie of your life.


38:47.91

Diane Armitage

Oh. Wow! These are hard questions.


38:55.60

ellenyin

I know I realize I'm kind of hitting you with some hard questions. But it's because again I like the way your brain works so I'm like I feel like Diane is the is the right person to ask these little more introspective questions you.


39:05.20

Diane Armitage

Who would play me. Well you know I think one of the one of the women I appreciate and enjoy so much. She's older than me is Michelle Piffer because she is so smart.


So I mean she is incredibly intelligent when you have conversations with her So fun has a great sense of humor doesn't take herself too seriously and she's sexy and beautiful too and she is She is really she stepped into her I am she is really just on top of it. And I just have so much admiration for her.


39:38.98

ellenyin

She really is stellar and you know as soon as you said it I can see some um physical similarities there. You have very similar eyes and and I can totally see her playing you and in the movie of your life. That's a really good one.


39:47.22

Diane Armitage

Oh well, that's lovely.


39:56.83

ellenyin

Okay, final question, you've almost made it through would you rather cook order in or eat out.


40:01.81

Diane Armitage

Well, that's a hard question because I run best of Laguna Beach so I'm the restaurant reviewer for south orange county and I love eating out but the reason I do it is because I love to cook and it's taught me how to be a better cook so that's kind of a tough one I didn't really answer that very well.


I Love eating out. It's so much fun chefs are so inventive. They're just amazing people.


40:23.30

ellenyin

It's a whole experience. Yes, yeah for me, it's about the ambiance even even if I'm eating the exact same food. There's something about you know, eating it there. In person. Not you know out of a takeout container that and surrounded by other people enjoying that experience with you I just I love eating out so I'm a little biased but I good answer it was it was your truth awesome! Thanks! Diane.