Hey, Kristin. Welcome to the show. Thank you, Charlie. It s an honor to be here.

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1 Welcome to The Boomer Business Owner. My guest today is Kristin Swarcheck. Kristin is an honorary Baby Boomer, author, speaker, syndicated radio show host on Voice America, and a leading expert on transformational coaching. Her cutting-edge techniques teach her clients to consciously recognize when they re reacting to life s circumstances, even in the most challenging moments, and respond from a place of expanded awareness. Hey, Kristin. Welcome to the show. Thank you, Charlie. It s an honor to be here. I feel a little bit like the introduction was a bit of a mouthful. Maybe in your own words, you could take a few minutes and just explain to our listeners what you do. Sure. I am a transformational life coach, and I enjoy empowering other people to live their best life, and to free themselves of self-limiting beliefs, and the fears, and shame, and all those things that hold us back and keep us stuck in life, and allow us to soar to new heights and achieve success. You specifically say life coach. Are you drawing a distinction between life coach and business coach, or is there a bit of a blurring of the lines, there? There is. I had my own consulting business since 2007, so I am an entrepreneur at heart. A lot of what I do is to help coaches, specifically, to build their own businesses. It s a new field, and there s just so much to learn, so I really enjoy leveraging the business aspect of it, but I also coach people in transforming from a personal and business perspective. You mentioned limitations. It seems as though the whole concept of limiting beliefs comes up from time to time. Again, we could talk for hours about this kind of stuff, but Page 1 of 11

2 at a very high level, if you re engaging with me, I m engaging you for your services where does the conversation on limiting beliefs start? It s definitely a touchy topic, so it s not like: Okay, today we re going to unveil your limiting beliefs. I think what happens is coaching is such a dynamic process. Once we start talking, it s a dance. I can feel the energy, and a lot of times, it s the coach s responsibility, when it s appropriate, to call people out on their limiting beliefs. You can do that in a lot of different ways. Really, just being curious about why they re seeing things the way they are really opens up a lot of opportunities. The thing I love about coaching is you re never giving advice. People are just having this ah-ha moments throughout the coaching duration. It sort of just evolves organically. From your experience, people who start working with you, will they start having some ah-ha moments, start to see some changes in their life in a couple weeks, a month, a couple months, six months, 12 months? What s a normal timeframe? That s a great question. What I encourage people who are embarking on this kind of coaching is to join for a minimum of three months, because that s really where you ll see some significant changes in your life. It s known that to change a habit, it takes at least 21 days. I d hate to end within a month when you re just starting to make some progress. I d encourage people to consider the three-month package when they re coming on board with coaching. This process is something where you never evolve fully; it s a lifetime. It s a great honor to me when I see people saying they don t need coaching. That s the ultimate goal, so that people will get to a point where eventually they re able to practice this on their own. I m just really the guide that walks the path with Page 2 of 11

3 them, and encourages them, and holds them accountable. It s just really a wonderful gift that I m able to do. Would you be kind enough to take a few minutes and maybe tell us a little about your background and what got you to what you re doing today? Sure. My background is actually what got me doing this. I was a consultant, doing mentoring, and instructional design and training development. Then in 2008, my Mom was diagnosed with ovarian cancer. It was quite an experience, for sure. I tried to be her cheerleader, keep her spirits up, but it was a time in my life where for the first time I realized that I can t really control the outcome, here. It was a time where I was just figuring it out as I went, but what I had to learn in the end was that when we detach from the outcome, we re able to moment-by-moment engage in an experience and try to get the most out of it. It opened my eyes. It was my unravelling of myself in Then in 2013 when she passed away, I was holding her hand. To see her cross over was a moment where I saw a woman that was very anxiety-driven and worried throughout this period and actually her whole life, and she achieved such a state of bliss and inner peace in that moment. It just changed me forever to see her experience this. It was like: I want to find that place within my lifetime, not after I m leaving the Earth. This was my awakening. After that, I had a divorce, and I just went through a lot of journeys, personal journeys that I knew I had to make changes in my life to enjoy and tap into my core values. That s what got me on board with moving my business more to the executive and personal coaching, because when I coach executives I find it usually is personal and core beliefs at the core of it all. It s sort of all tied together. Page 3 of 11

4 Who would be your quintessential client? Is it an executive at a company, is it somebody who is a budding entrepreneur? Who would be your quintessential client? It s actually both of those are the two main clients, because what I find is that it s someone that is a very high achiever, it s someone that s trying to do it all, do it perfectly, and never let anyone else see them sweat type of mentality. It s someone that s extremely busy, and living unconsciously in a lot of ways, but also starting to become aware that their life is not on their real path. They re opening up to the fact that: Something is not right, and I need to make some changes. Got it. Is there some overarching mission or vision for your business, Kristin, something you re trying to achieve with your business over the coming years? Yeah, my business, I m doing a lot of different things. I m doing a lot of one-on-one coaching, but I m also doing a lot of programs and speaking to engage the masses, because what I find I am holding myself to creating a transformational movement of sorts, to bring everyone to become more aware and conscious about the way they live their life. It s something that I focus on the mind, body, spirit, and emotion, so it s the four different areas that come together. When we start incorporating practices, healthy practices on all of those levels, we really start to see abundance in our lives. I want to get the word out, and that s why I do a lot of programs that people can engage together throughout this process. I m finding that s really empowering for people to be in their tribes, as they go through something like this. Kristin, let s talk about online. How do you use online to market yourself or maybe provide products and services to people? Page 4 of 11

5 I think we re so fortunate today with LinkedIn and Facebook. I use both of those most; they re my favorite online media. One of my biggest passions is blogging, so I will blog daily on Facebook and on LinkedIn. My goal is to inspire people. I want to put out those messages every day that will help people to become more aware and to start living differently. It s a great way to build your credibility. I know with coaching, we don t want to invest in ourselves. We ll invest in ourselves in different ways, but coaching is something that takes a lot of time for people to finally commit to. It s a great opportunity for me to build my credibility, and show what I can offer through the blogging. I get most of my clients through LinkedIn. You referenced coaching. You coach people. Have you in the past or do you currently avail yourself of the services of a coach, or a mentor, or a mastermind group to help you grow your business? Yes, I do all of those. I m finding that coaching and mentoring are very different, but it s a nice hybrid when you can incorporate both. The mastermind groups are great. I m in John Maxwell Leadership Coach. I do a lot of masterminds based on leadership with corporations, and it s a great opportunity to go through his philosophy in a group setting. Got it. I want to talk for a few minutes about decisions. We all make a lot of decisions in our career, and I m sure you look back and think: Geez, that was a pretty good decision, and some you look back on and say: Boy, I wish I had a do-over, there. Would you just share with us maybe a decision you ve made in your business career that was more on the positive side, and one maybe more on the negative side? Yeah. There s so many. It s funny, because right now, my business is really starting to leverage the marketing effort. On Page 5 of 11

6 the negative side, to start there, I put in place my landing page, and that s been in place for about two months now. For some reason, there s been a hold up with my team around the opt-in, and I think that s a problem because I m on this radio show, I have my landing page, but I have no opt-in, so I m not really building my list and doing all of those things because it hasn t been completed yet. That s a problem. You have to be really cautious about the timeline, because I have this landing page that s really not doing any good, and that was a significant investment. I think you have to really think about the big picture. I think you also need to be really clear about who you re working with, and the relationship that you have with them. What type of individual attention can you expect? What I m learning is that this process of building your website, all of your opt-in, landing pages, and all these different things it s a huge learning curve. You have no idea how to operate this stuff, and in some level, you need to, so you don t even know the right questions to be asking to make sure you re prepared for the follow-through. The negative aspect of that is you have to decide where you re going to spend your money, where it s going to have the most bang. With all these shiny objects out there today and people promising all these things, it s hard to make those decisions and feel like you re really solid in your thinking. I m not sure exactly what the answer is for that, but doing your research is definitely good. I encourage people to interview several different vendors, and get a feel for how it may differ as far as the experience. It s interesting you should mention that, because partially due to the situation that there s just so many people out there and different people have different areas of expertise, when I talk to people like prospective coaching clients for myself, I like to position myself in their mind as a general contractor. I m not the guy who s going to roll Page 6 of 11

7 up my sleeves and do SEO or do your social media, but I think somebody needs to be driving the bus. To your point, you could hook up with a very great, wonderful, reputable firm and they could handle 80% of what you need, but if they re not overseeing the whole picture, then you re the one who has to get involved. Like you said, you have a landing page, you don t have an optin. That doesn t seem to make sense to me. Somebody should be coordinating that whole thing for you. Right. One of the other malfunctions that was happening is people were applying for coaching on my site, but my mail system they had changed and they weren t really clear about telling me to upgrade to it, so none of my funneling s were coming through to me. It took some people saying: I applied for your coaching, but I haven t heard from you, so that s really not a good thing, because here you are building this for that purpose, and then you re not even getting the actual clients or prospects coming through. Those are really important steps that can get lost in the middle. It s just been you learn by fire. You go through these processes. I ve been an entrepreneur since 2007, but I cannot believe the multitude of software, and different programs and approaches to doing business today that we have to educate ourselves on. It s something that you want to really make sure you re doing your research. With that having been said, are there any particular online resources or tools that you use to help manage your business? Yeah. I take advantage of a lot of webinars. I did a free webinar, and you have to be careful with those too, because people are always selling stuff to you so you always want to be clear about what you truly need. I did one on LinkedIn, and it Page 7 of 11

8 was very helpful. It completely taught me how to change my profile on LinkedIn. As I said earlier, most of my business is coming to me through LinkedIn. What I did as a coach, I took my formal consulting profile that I had, and when I build up my coach, I put a lot of my personality into it. That alone, people starting responding immediately. I think people can see the energy in the way you approach yourself through your writing. I encourage people to think about that. Also, to make use, that particular training showed us where you should put your website, how you should use the key terms, and make sure you re reusing those terms, and all these things that I really didn t think about and I was surprised I didn t think about. They seemed common sense, but you get lost in it if you re not being guided. That was a really good webinar. Then I just signed up with Infusionsoft, and they offer a coach to work with you. If you re going to sign up for something and make a big investment in something, then you have to be willing to invest the time in all the trainings they offer and make sure you re making the most out of the tool. Let s talk for a moment about LinkedIn. You mentioned you get a good chunk of business, there. Does it come passively as a result of all the things you ve done as far as keywords, your summary, and all the stuff you have on there, or do you actively use LinkedIn? Do you screen and search for different types of people, and then reach out to them? No, that s the interesting thing. I don t do either of those, and I don t think it s coming from either of those. The people that are coming to me are responding to my blogging and my writing on my posts. It s people that follow me. I find a lot of people rise to the top on being big supporters of the messages, and then they ll start sharing it, and then they ll realize: Wow, this is something I Page 8 of 11

9 would incorporate in my own life, so that s usually a period of them observing, and then they follow through and get the coaching. I will say, having looked over both your LinkedIn profile and your About page on your site and you website, I did find a lot of juicy content, a lot of great adjectives and descriptors. Instead of saying: Hey, I m a coach, I m a life-changing, transformational coach. It s something that really drove home, so kudos on that. Thank you. Are there any particular authors that you recommend whose books or words have positively changed your life? Yeah. I don t have their names right now, but the Infusionsoft founders writes a bunch of books. When I purchased Infusionsoft, I got the books of the people that the founders have written some great books on creating an evergreen campaign, the sales funneling process. Right now, those books are really valuable to me because it s actually showing you That s the interesting part of this. For people who aren t a writer, that s something you will probably have to think about, is hiring a good writer unless the provider you hire will do the writing for you. I ve been writing my own stuff, and some of these books will give you the scripts for everything you re supposed to be writing. You really want to make sure you re appealing to the emotions. For instance, the evergreen campaign book that I m reading right now, and I can follow up with you on the titles of these so you can post them, is really good because it tells you: Okay, if you have that person who hasn t been responding, how do we segment them in a way that we re following up appropriately? Then, as you know, when you get people on your list, you ve got Page 9 of 11

10 to do your job and diligence to keep them. It has techniques for doing all of that. I think that s a really great resource right now, those types of resources that help guide you. Kristin, let s finish up with this situation. I m going to put you in a contest. I m going to pit you against two other coaches with similar backgrounds, and skills, and abilities as you. Each of you is going to have a mentee, and yours is Bernadette the Baby Boomer. You re going to be judged after 90 days on two things. Number one, how much, if any, income you ve helped them generate or incremental income in that short period of time. More importantly, how you ve helped them set up to think about their life and their business to set them up for success going forward. You re having your first meeting with Bernadette, it s only like a two-minute meeting, what are a couple of tips or a couple of things, a couple of points you d leave her with to get her started in the right direction? A two-minute meeting to get to know her? Yeah, you re going to start working with her for a few months, and you want to give her a couple things to start to think about to get her on the right path. I love doing the assessments. I do assessments where I measure the sales and marketing aspects of a person s business, and then them being different, the sales, the marketing, the personal development, and all of these different factors of their business. There s actually seven or eight that I ll measure. We ll look at those, and then they ll rate those according to a scale of 1 to 10, and say: This is an area I m really strong, or: This is an area I m really weak. It easily gives us an indicator of: Here s where we need to focus. Page 10 of 11

11 We pick usually two, up to three, and those will be the areas that we ll focus on, and we re able to determine which one we re going to start with. I find that really helpful, because they re clearly able to tell you where their weakness is, and then you can dig deeper throughout the coaching to find out specifically how to hold them accountable. I find with entrepreneurs, I know this is myself, I m highly visual and strategic. I have a million ideas, but when it comes to executing today, I think more than ever it s really difficult because we keep getting enticed by all these other offers, and we engage in them for a little bit but we don t do all the follow through. Follow-through is key. I encourage my clients to pick two swim lanes, say, and really focus their efforts on that, and work them through. I hold them accountable every week, and if possible, more often during the week. I m following up with them and just making sure the deliverables or different milestones are being achieved. Got it. Kristin, this has been a great value-add. What is the best way for our listeners to reach out and connect with you? They can reach out via my LinkedIn or Facebook page, which is Kristin Swarcheck, and my website is All of the great resources mentioned in today s episode, along with a full transcript of today s episode, will be available on the show notes page at Kristin, thanks so much, on behalf of all of our listeners; we really, really appreciate your help. Thank you, Charlie. It s been a pleasure. Page 11 of 11

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