Hey Prosperity Seekers,
I have a special treat for you – a totally lady boss woman Hannah Hermanson, and I’m going to pick her brain on your behalf today.
Hanna is a “digital nomad” living in Merida, Mexico, with her husband and labradoodle. She is a powerful catalyst for coaches looking to move their business to the next level without doubling their workload.
Hanna knows marketing isn’t for everyone. She believes life, spiritual, and other professional coaches should remain in their “zone of genius” while an expert team takes care of getting their brand and message out there.
This is why she founded Done For Your Copywriting – a full-service marketing company dedicated to coaches. Her motto is “Dream Life is Real Life,” and she’s here today to talk about how she’s helped 100s of coaches step into their wildest life and business dreams.
So tune in because we are going to talk about canceling hustle culture and leading with feminine tactics in your business.
You don’t want to miss this one!
A Big Change
At the very beginning, I want to emphasize something Hanna points out – we are going through big societal shifts. I know that many of you who are reading this have already noticed that (and asked me about the shift), but Hanna beautifully explains it.
As she says, it all started in the 2020s because 30 years ago, when the internet was born, we created a very structured and masculine work environment. And our generation has lived in such circumstances for these 30 years.
So what does that work environment look like? It’s structured and regimented, and it’s all about:
- working too many hours
- climbing your way to the top of a corporate ladder
- sales and persuasion
- going for the jugular
- making people feel like they need you
- convincing people
- showcasing all their pain points to get people to buy things
Looking at huge corporations, we can see how things have been built over the last 30 years. It can also be seen even in small interactions of how you know we expect people to work and make decisions.
However, we’ve been forced into a paradigm shift during the last two to three years. Hanna predicts that the outcomes are going to be beautiful and abundant. She is absolutely positive that the future is female.
As feminine energy is taking the stage, we see more and more people breaking free from those old models. Even working in an office building has changed because of the pandemic and because people realized they could have more flexible work-life schedules (thanks to Zoom and other ways of working).
Also, Hanna points out that we’re starting to change the narrative regarding sales and marketing. It’s way more about:
- community
- connection
- collaboration
- bringing people into the possibility instead of focusing on their pain points
Hustle Culture and Bro Marketing
Hanna believes that coaches are right on this brink. When she started her business seven years ago, most coaches (including her… and me) did it in a very masculine way.
But now, as we’re starting to feel the pendulum swinging into the feminine side, it’s definitely time to start thinking that way and focusing on community, connection, and collaboration in how we approach everything we do.
We have the opportunity to evolve into a more feminine thing away from bro marketing and hustle culture. So what are bro marketing and hustle culture all about?
As Hanna explains, bro marketing is about going for the jugular and being loud and salesy. You know those people who sell something and are always like, “Cart is closing – act now, hurry up, go get it!” or, “You have to take action with me because there’s something wrong with you.”
For me, hustle culture is all about scarcity. Hustle is hurry, and hurry is rush – all those things are about scarcity. On the other hand, bro marketing has a little bit of a different flavor.
To me, bro marketing is like the boys club, where they are slapping each other on the back, saying the things like, “Dude, we’re gonna go and crush this!” Also, they don’t have much appreciation when women want to get into the game.
However, since we all have both feminine and masculine sides, women can fall into that bro marketing as well – with scarcity, urgency, hitting their numbers, being about the structure, sticking to the plan, and grinding it out.
So, it’s about finding that balance between the feminine and masculine sides, so you’re not just the bro marketer who’s coming off like a frat boy.
The Feminine Funnel
How to find that balance between the sense of urgency we need in the coaching business (otherwise, people are like, Well, this will be around forever! and nobody feels a need to take any sort of action), and using feminine tactics?
Hanna and her team crafted the so-called Feminine Funnel. So it’s feminine, but it is a funnel. We can use some masculine tactics, systems, and structures but then pour feminine energy all over them.
The Feminine Funnel breaks down into a system that you have to do when you have to show up. (You can’t be like, Oh, I just have to sit, meditate, and be in my feminine all day. There is still some system and structure to this.)
What Hanna recommends in her Feminine Funnel is having a monthly open house and automations supporting that every single month. Then you educate people to choose to come to your monthly event with ongoing marketing (social media and emails).
So this is not a webinar or free training but a true open house or a demonstration of what it’s like to work with you. The point is, when you get all the pieces aligned, people feel like it’s their idea to come and work with you.
Hanna points out that people love to buy and experience stuff but don’t like to be sold to. So, this is the feminine approach that follows a system.
What if Things Don’t Go as Planned
I asked Hanna how to stay in that great energy of collaboration, connection, and community when you have your event, but it doesn’t turn out the way you would like (you don’t reach your numbers / achieve a specific outcome). Because, after all, we don’t run a charity or a hobby.
According to her, when a launch doesn’t work out perfectly, we look at ways we can improve what’s happening. But, we should also use that image to mirror what’s happening within ourselves. Because your business is an energetic game.
This is where mindset work. First and foremost, Hanna suggests taking a look and clearing what might not be in alignment for you. And then we should take a bigger perspective on things (it’s coming back to what we know is true about the Universe.)
Hanna says she thinks about her business as her baby. “If the baby doesn’t sleep through the first night, I’m going to try again tomorrow.”
Similarly, if you’ve been in this business for 20 years and don’t plan to leave it, then one month or launch is just a learning opportunity to look at what worked and what didn’t and how you can improve that.
But, the way that launches go mirrors what life is like and how we are doing. So use that mirror as a powerful invitation to line back up and play the energetic game!
Hanna and I discussed many details, and she shared a lot more valuable messages and pieces of advice. So make sure to tune in for the full episode.
Visit Hanna’s website and check out her podcast.
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