[389] How to find your niche (and why you need to) with Jo Soley

Ever wondered if the day you were born can affect your life, work and business?

In this podcast episode about how to find your niche - business and marketing coach Jo Soley shares how she decided to take the bold move to niche her coaching business to specialise in numerology. Jo uses the power of numerology to help clients to move forward and create a successful business.

It’s a great case study of how to choose a niche for your business and how to become an authority and dominate your niche. Jo explains the steps she took to pivot her business gradually and how her audience pretty much stuck with her.

Jo also shares how niching has made her business much more profitable and helps her stand out amongst the many business and marketing coaches out there.

It’s not the kind of podcast interview I normally do. But I can pretty much guarantee you that halfway through you’ll be really keen to work out your life path number and find out how your number energy can influence the direction of your business.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

  • About Jo and how she developed her niche (2:43)
  • How Jo discovered numerology and discovered you can use it to coach people  (7:40)
  • How Jo niched into numerology and what those around her thought about it (11:36)
  • The steps Jo took to gradually change and introduce her new niche (15:30)
  • How Jo promoted her new business and then gradually launched her new niche (17:21)
  • How niching helped Jo build an audience that understood exactly what she does (21:21)
  • How niching has made Jo’s  business more profitable and helps her stand out (23:28)
  • How Jo works with people to align their numbers (25:09)
  • How to work out your life path number and what it can mean for your business (27:04)
  • What happens when you resonate with different numbers (38:06)
  • How your personality and your number can hold you back (41:36)
  • How to use your numerology knowledge to move forwards in your business (44:03)
  • How Jo plans to move her business forward (47:33)


Jo Soley Website
Jo Soley Facebook
Jo Soley Facebook Group
Jo Soley Instagram
Jo Soley Discover your life path lead magnet

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[335] How to create a high converting lead magnet (podcast)
[339] How to build an audience for an online course or membership (podcast)
[349] How to find the right niche for your business (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[387] How to create more content in less time with Amy Woods (podcast)

Join my Build Your Audience Programme

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How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

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#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

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Order your 2020 Media Diary here

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Social Media Video Engagement Playbook

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[376] Lessons learned from one million downloads of my podcast

Want to know how I've managed to publish a new podcast episode every week for the past four years? 

How I have managed to stay consistent, to show up every week, in fact, twice a week to start with and put a podcast episode out there?

This podcast answers your questions and more and is based around real questions that you have asked about my podcast. Even if you're not interested in starting your own podcast then please stay with me because what it's really about is showing up and publishing consistent content.

How do you keep showing up every week when maybe you're all out of ideas or you're not feeling well, or you're feeling uninspired or unmotivated, or you've lost a team member suddenly, how do you keep all of that going over a number of years?

This podcast isn't just about creating a podcast it's also about content planning, content creation and solving your audience's problems, it's about mindset. It's about staying consistent and overcoming the challenges and evolving. 

So you'll see it's so much more than how you keep a podcast going. 

I also share my favourite podcasts too. What do you think?  Have you listened to them?

I hope you enjoy the episode as much as I did recording it.


{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode.}


Podcast shownotes

  • Why you should listen to this podcast (01:57)
  • How to win in my 'Big Podcast Giveaway' (2:52)
  • Find out about my 2020 ‘Start a podcast programme’ (5:39)
  • What inspired me to start a podcast (and why it’s such a great way to connect with people) (7:02)
  • How I have consistently produced my podcast (and how accountability keeps me on track) (10:30)
  • Equipment I use to record my podcast, how it's produced and why I delegate the editing (13:04)
  • How I record a guest podcast episode (16:40)
  • How getting your podcast on iTunes can be the most challenging part (and how I did it) (17:09)
  • Why I choose podcast guests that can show they are an expert (rather than just a big name) (19:50)
  • How I got people to agree to be a podcast guest when I was starting out (24:58)
  • How my podcast has evolved and why I'm doing more solo podcasts than guest podcasts (27:44)
  • Why it’s important to have a great rapport with a podcast guest (and why some don't go as planned) (32:24)
  • Why I plan my podcasts to strategically fit in with what I am doing in my business (34:44)
  • Steps to produce the podcast from idea through to publication, repurposing and marketing (38:25)
  • How to promote a podcast and why you have to try lots of different ways (45:20)
  • Why a podcast needs to be quality content that solves your audience’s problems (48:47)
  • Top 9 episodes I've recorded? Try these they are full of useful practical advice that’s easy to implement:  133, 161, 227, 288, 275, 315, 341, 351, 362 (50:52)
  • Top 3 episodes that I am really proud of? Episodes with great longevity: 333, 339 and 340 (58:46)
  • What happens if the podcast guest doesn’t work out (1:00:05)


How to pitch yourself as a podcast guest (blog post)

Find out about my new start a podcast programme in 2020
Win in my Big Podcast Giveaway!

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[288] How to get started with vlogging(and how it can help your business (podcast)
[315] How to create a brand statement and why you need to (podcast)
[333] 39 Surprisingly easy ways to increase your email subscribers (podcast)
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[339] How to build an audience for an online course or membership (podcast)
[340] How to create a coaching or consultancy package for your business (podcast)
[341] How to use stories to attract your ideal audience (podcast)
[351] How to get corporate clients and why you should with Dylis Guyan (podcast)
[362] How to grow your Instagram following to 27K - fast (podcast)
[372] How to build an engaged online audience (podcast)
[375] How to get your first 1k email subscribers (podcast)

How to create a high-converting lead magnet course

Join the Media Diary Owners Club 

Preorder your 2020 Media Diary here

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Build Your Audience Programme

Buy your ticket for Build Your Audience Live*


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1300 business owners registered for my webinar. Here's how I did it

I ran a webinar today - a content planning workshop for 2018 - that had 1300 registrants.

Here's how I made it happen.

I sent four marketing emails and posted about it a few times on Facebook.

Sounds pretty impressive, right?

But while it's true to say I sent four emails and posted a few times in Facebook about this webinar, it’s certainly not true to say that’s the only marketing I did.

The truth is I’ve been marketing this webinar for nearly four years.

Let me explain:

Over the past four years I’ve:

1. Published a weekly blog post (sometimes more) - practical ‘how to’ advice that answers my customers’ questions / solves their problems
2. Published 220 podcast episodes - practical ‘how to’ advice/interviews with experts that answers my customers’ questions / solves their problems
3. Written and published a book 
4. Posted high quality content on Twitter, Facebook, Instagram & LinkedIn - every single day - and had conversations with my followers (daily)
5. Built an email list of 15k and sent regular emails to my subscribers
6. Built a free Facebook Community which now has 11.5k members
7. Hosted 25+ live events (this is how much it costs to put on a live event by the way)
8. Spoken at dozens of live events including CMA Live and the Youpreneur Summit
9. Given dozens of guest interviews on podcasts, including high-profile shows like John Lee Dumas’s Entrepreneur On Fire podcast and Chris Ducker’s Youpreneur FM (in many cases pitching myself as a podcast guest).
10. Launched the Media Diary: an A4 desk diary to help business owners, entrepreneurs and bloggers with their content planning and the Media Diary Owners' Club, which offers support/accountability with content planning.
11. Hosted dozens of free webinars
12. Created dozens of free email opt-in offers for my audience, including my 10-day PR challenge and 5-day press release writing course
13. Done hundreds of hours of coaching, training and consultancy 
14, Launched a membership communitycreated hundreds of hours of training for members and launched several online courses, including Soulful PR for Starters
15. Spent $30,639 on Facebook ads

I’ve also invested in excess of £20k on my own personal development and training (so I could do all of the things above to the best of my ability).

So the truth is: I didn’t get 1300 registrations for my 2018 Content Planning Workshop because I sent a few emails and posted a few times on Facebook.

I got 1300 registrations for my 2018 content planning webinar because I’ve been showing up consistently for four years and publishing high-quality content (and giving most of it away for free). This has allowed me to build an audience. Which meant that when the time came to host this workshop... all I had to do was ask.

The truth about overnight successes 

I share this because it’s tempting to see people who are doing well online and think they’re an 'overnight success'. The truth is: most ‘overnight successes’ are years in the making. The ‘secret’ behind the impressive numbers is showing up consistently and publishing great content. And realising that if you want to make money in your business, you have to be prepared to spend it too.

So my challenge to you is this: are you ready to start doing what it takes to start building your audience? So when the time comes to host your webinar, sell your product or launch your product, all you have to do is ask?

You can absolutely figure all of this out for yourself. But if you want to get there quicker - and save time finding the right systems and resources - come and work with me in 2018.

Getting a copy of my 2018 Media Diary and/or joining my Media Diary Owners’ Club - so you can plan out your content for 2018 and make sure you actually create and publish it - probably feels like no brainer right?

(If you haven’t done it yet, you can do so here).

But if you want to move even quicker, come and work with me in my membership community or sign up to be the first to hear about by new Mastermind Group.

Five online tools I couldn't be without

Want to be more productive in 2016? Me too.

This week's round up is a list of tools that are saving me time and making my life easier right now. I'd love to hear about yours...


I’ve just started using Meet Edgar for my social media scheduling and it’s brill. As with most scheduling tools, you can upload social media updates and schedule them to go out on particular days and times. The big difference with Meet Edgar is that you can create a ‘library’ of content in different categories (e.g. popular blog posts, events, guest content), which means you don’t need to keep uploading new content (although of course you can in you like!). While you can specify dates and times, you can let Edgar choose updates from your library and publish it for you.

Meet Edgar was created by social media expert Laura Roeder, whose blog is definitely worth a read. At $49 a month it’s more expensive than some other scheduling tools out there, but I think the time saving makes it worth it. 


I use Lead Pages to create landing pages, sales pages and pop-up windows. You get a choice of ready-made templates that you can customise with your own logo, brand colours and images. I created this landing page for my new pitching course in under ten minutes (why not sign up, by the way - it’s FREE!). To see how the pop-up windows work, click on the sign-up box at the end of this post.

Lead Pages has great analytics tools, so you can see how many people have clicked and opted into the pages you create. You can also split test and see how different designs and copy perform. I have the Pro version, which is $49 per month, but the standard version is  $25 and well worth the investment (in my opinion).


I used the WordPress Plugin Optimize Press  to create the sales pages for my online programmes Soulful PR for Starters (closed now until 2016) and my Soulful PR group online coaching programme (enrolments open now for a January start). As with Lead Pages, you can choose a template that has everything you need e.g. bullet points, testimonials, price boxes and customise the page with your own logo, brand, colours images and fonts etc - I just prefer the 'look' of OptimizePress.

I’m not particularly techie, but I had no problem with the ‘drag and drop’ page builder. I also invested in Amanda Genther’s Irresistible Sales Page course so I have somewhere to turn if I get stuck.  I have the core package which is  $97. 


I use Infusionsoft sales and marketing software to manage my email list and a whole host of other things, including: delivering my free training courses how to write awesome press releases and pitch like a pro (sign up via email and you get a lesson, every day for five days), paid programmes like Soulful PR for Starters  and my email autoresponder series (the set of emails you get if you sign up to my list). 

The thing I love most about Infusionsoft is being able to 'tag' people according to how they engage with my content. For example, I've just created a list of the people who open my emails and click the links inside the most.  This means I can add value for people who love my content and avoid 'spamming' people who like it  but don’t necessarily want to hear from me all the time.

Infusionsoft also integrates with lots of other tools I use like Eventbrite (automatically collecting email addresses for anyone who books on my events), Leadpages and Wistia. I use a tool called Zapier (which automates tasks between web apps) to make the magic happen.

The set-up costs are considerable (over $1000 in my case), the monthly subscription is high $149 and it’s pretty complicated to use (I have a specially-trained virtual assistant to help me with mine) but, overall, I think the pay-off is worth it. If you're just starting to build your list, I'd recommend something like Mailchimp, which has many similar features and is much cheaper.

wistia-logo-full (1)

I use Wistia to host all the videos for my online programmes. I like it because it’s customisable (with your own branding), great for social sharing (you can create shareable links for individual videos/projects) and has great analytics. I pay $25 a month for their basic service, but you can still grab a free trial.

Also worth a mention..

Fiverr (marketplace for creative and professional services). Best find: professional voiceover for my podcast

Upwork (formerly Elance-oDesk - global marketplace for freelancers) Best find: my podcast editor

Canva (drag and drop design tool)

Unsplash (Beautiful copyfree images - ssssh!)  p.s. If you’re into design, read this.

Want to know more? Sign up for my FREE five day training course

Three ways you can rock at PR in 2016

Has PR been on your to-do list for a while? Have you been putting it off until you have more time, money or a better website (or something other excuse entirely)...?

Maybe you’ve had some media coverage already. But you want to go bigger and better: more national coverage, more prestigious titles or get yourself on TV or radio, finally.

Whatever your goal, if you want to rock at PR in 2016, here’s three things you should do TODAY to get prepared.

1.Create a media calendar (‘on diary’)

Great PR is all about timing.

When you approach a journalist with a story idea the first thing they will think is: ‘Why do people need to hear about this now?’

So if you want to give yourself the best possible chance to get PR - and lots of it - you need both anticipate and respond to what is going on in the world around you.

Creating a media calendar - which lists all the key dates and events in your area of expertise - means you can anticipate PR opportunities (an approach sometimes referred to as piggybacking).

What to include on your media calendar:

  • Obvious stuff like Christmas, New Year, Easter, summer, Halloween and so on...yes it sounds obvious, but when you’re busy with other things it’s easy to get sidetracked. And as I point out in this post on Christmassy ideas it’s not too late to pitch lead times are often longer than you think (some publications/programmes have their Christmas content sewn up by September, for example).
  • Political stuff like budget days, government spending reviews, elections, party conferences, parliamentary debates, select committee meetings and so on. As this post shows, whether we run a wedding planning business or think tank, we’re all affected by politics.
  • Awareness  days e.g. babyloss awareness day, World Peace Day etc (although as I explain in this post proceed with caution with awareness days).
  • Other key dates in your area of expertise like the publication of annual reports, surveys, conferences etc. As an education correspondent, for example, I diarise things like exam results days, dates school places are allocated and big annual surveys like the PISA  rankings.

You may have heard journalists talk about ‘on’ and ‘off diary’ and making a media calendar is, essentially, your ‘on diary’ stuff. And the more you can think like a journalist, the more likely you are to get coverage…

For more on awareness days, listen to this podcast episode. 

2.Set up news alerts (‘off diary’)

One of the simplest things you can do to be more responsive to media stories (if you haven’t already) is to set up a news alert using key words that relate to your area of expertise ( I use Google alerts).

In today’s 24/ news culture, things quickly become old news, so if you can get into the habit of checking your news alerts every morning (and throughout the day), you’ll increase your chances of media coverage.

If a story comes along you can respond to (either by pitching an opinion article or offering comment to a journalist) you’ll be able to respond quickly. I use Google alerts, but it’s also worth keeping an eye out on social media for breaking news (Twitter is great for this).

3.Get some training

Every day I speak to at least one person who says they want to do PR (or do better at it) but they:

  • Don't have time
  • Don't have the budget to hire a PR company
  •  Are not sure where to start
  • Are dealing with difficult colleagues who don't understand the media (and are pressurising them to pitch non-stories)

The list goes on and on...

The bottom line is this: If you want to get great PR you don't have to spend a lot of money. But you do need to invest time.

If you want to speed things up, the best (and most cost-effective) thing you can do is invest in yourself.  Take a course, go to an event ( my Soulful PR sessions are a snip at £15), invite a journalist in to speak to your colleagues about how the media really works, attend a webinar, plunder this blog for free advice, sign up for my free pitching course (see below)...whatever you can manage on your budget.

Want to learn more? Sign up for my FREE online course...

What to do when you feel like giving up

I've run two marathons and the hardest part was definitely the last 800m.

Both times round, I remember seeing the 800m marker and thinking there was no way I could make it to the next one (600m). And the next one (400m). And the next one (200m). And the next one (the finish).

Even at the time, it seemed mad to me that, having ran more than 25 miles, my body and mind were putting up the most resistance  at the time when I could actually see the finish. 

I notice exactly the same thing with my business;  I power through the first 95% of a project with gusto, but the last 5% is often the part where I put up the most resistance. The part where despite being so close to the 'finish line'- I feel overwhelmed, paralysed by the smallest of setbacks and most at risk of giving up.

We all have different times when we feel most like giving up - even when we want something badly. Some people struggle getting started. Others lose heart during the 'messy middle'. Many - like me - struggle most when the end is in sight.

So this week's round up is a bunch of inspiring reads for those times when just putting one front of the other feels hard. Enjoy

Tips for dealing with the motivation black hole from Sarah Morgan. 

Sarah Von Bargen on how to enjoy work even when you’re  busy + kind of overwhelmed. 

When giving up really isn’t: taking a step back from Jocelyn Kerr.

The upside of actually giving up from Danielle LaPorte. 

10 things you must give up to get yourself back on track from Marc and Angel.

Feel like you should be further ahead by now. Do this pronto from Marie Forleo. 

4 things to do when you feel like giving up from Christy O'Shoney. 

Clint Salter on 7 things to do when you feel like giving up. 

Success, failure and the drive to keep creating from Elizabeth Gilbert.

Why you should spill your secrets from Elizabeth McCourt.