[00:00:00]Money Secrets Intro
This episode is one part of a series unpacking my brand campaign, Peachopoly. I cannot wait to share the behind the scenes of how we pulled this crazy thing together. You're going to be hearing from everybody who was involved in the campaign because I wanna really show what goes into creating something like this.I really hope you enjoy
Fi Johnston
Hello, listener. It's Fi Johnston here, the host of the Money Secrets Podcast, and I'm here to break down the last episode of the Peachopoly campaign. So we've been putting together this little behind-the-scenes mini podcast series about this campaign, and this video, which you'll hear in a couple of moments, was really the kind of crown, crowning piece of this whole campaign.
The [00:01:00] reason why I launched this campaign is because I could see that something was off with my positioning. I was having conversations with people who were coming into my life, discovery calls, people I was meeting, you know, at networking events, and it seemed as though they thought that I just worked with really, really small businesses, which couldn't be further from the truth
I have been working with five, six, seven, even eight-figure founders for the last 15, 16 years in my business. It's just that I don't talk about my bigger businesses as much because I only have space for quite a small stable of those clients because I work with those bigger clients on a much more intimate basis.
So I noticed that people were talking back to me or, you know, in our conversations they were sort of parroting back to me that, yeah, they seemed to think that my focus was just really small businesses. And [00:02:00] I also think that I had just become a bit boring. My marketing wasn't really reflecting who I really am.
And so the way to get around that and to reposition yourself is a campaign. Now, it's not just the campaign. I've actually been working on repositioning myself behind the scenes for months, probably since about April or May this year. I've been doing things like tweaking my website copy, tweaking my bio on Instagram, my bio on LinkedIn.
I've been playing on LinkedIn more than I usually do. I'm really just trying to reposition myself as somebody who works with established small and medium business owners who helps them to make big decisions. So listen to the episode now , and then I'll come back afterwards to give you a little bit more insight into how it came together.
Enjoy.
Peach-opoly Episode 5
People think that what I do is look at spreadsheets, coach early stage founders, and tell business owners to stop spending money. And I am a chartered accountant, and I do [00:03:00] love a spreadsheet. But what I actually do is help established business owners get where they wanna go.
I've worked with incredible small business owners who happen to have a lot of zeros. You might even know some of them. Other accountants look backwards, I look forward. I'm a business and finance strategist. I help business owners make smart moves, focusing on making money, pricing and positioning, impact making, using business as a force for good, money management, profitability and cashflow, and money psychology, how you think and behave with money, because this is how you make money and impact.
Complicated businesses eat their own profits. I like to keep it simple. It's how I roll. Because business is a game and it [00:04:00] is competitive. With me by your side, we play to win. Welcome to the world of Peach Business.
Fi
So in that episode, which you've gotta watch it, it was so much fun to make, and you will notice something in the video that I'm gonna tell you about, which is that I'm not wearing any shoes and it was not on purpose. So how the hell do you end up on a set without shoes? Good question. So those shoot days were very long.
We shot two very full days in Moorabbin, which is 45 minutes to an hour away from my place in Yarraville. And on the first day, I had my sneakers, my beautiful maroon, I suppose you would say, uh, Baird sneakers that I [00:05:00] was wearing. And I got to set, I don't know, 6:30 in the morning. It was bloody early. When I went home, I was wearing those sneakers, but when I got ready the next morning, I forgot that I had worn those sneakers home, and I thought they were back at the studio with the rest of my outfit, because I wore the same thing for two days in a row, shock horror.
Um, and so I forgot that I had worn them home, and when I got up the next morning to head back to the studio super early, I was wearing a pair of Birkenstocks and a pair of socks. And I got to the studio, and it was time to start filming, and I realized I don't have my shoes. And it was not an easy thing to solve.
I ended up having to call a couple of different friends. Eventually, I got onto the awesome Jay Herold from Stitch Strategy, and luckily, I had left my front door open just by accident. And so she was able [00:06:00] to grab my shoes and put them in an Uber all the way to Moorabbin. So for the rest of the day, I had shoes on, but for when we were shooting this video, all I had was a pair of black socks.
So anyway, there you go. It was bloody cold too. Um, it was late August in Melbourne, which is not a time to not be wearing shoes in a big warehouse. But anyway, side note What I'm trying to do with this video is reposition myself as somebody who is a business and finance strategist who helps established, sometimes fairly large small businesses make really great decisions about their money and their business.
I wanted to show what it is that I actually do for my clients. I help them make decisions around hiring. I help them make decisions around pricing. I manage or at least monitor their cash flow. Um, we're looking at their marketing, their offers, you know, how they're delivering. There's so much more [00:07:00] to what I offer than just looking at their finances, and that's because I'm a business strategist.
So business strategy looks at everything from pricing to ideal customer to who's in your team, who do you need to collaborate with, what resources do you need, what are your costs, what is your revenue, what do you need to do really well, what do you need to be known for? What's your unique value proposition?
And over time, I've realized that Unintentionally, a lot of what I do is actually marketing strategy. You know, I always knew business strategy and marketing strategy were like sisters. They were very close, and there was a lot of lapover. But actually, more and more with my bigger clients, I actually am doing a lot of marketing strategy with them.
Occasionally, I even execute some marketing for my customers. I've done a lot of copywriting. Again, total side notes, and maybe this is not doing anything for trying to reposition myself, but [00:08:00] what I'm trying to say is that I'm a very holistic business strategist, business coach, business consultant. I do actually move between those roles for my clients.
And in this video that you've just heard earlier and all of the episodes that were part of Peach Opaly, my goal was to showcase what I do for my clients, but also I wanted to have the people watching or listening to the episodes learn something about business. I can't create something without having an element of education about it because it's just who I am.
I've always been that kind of person that loves to teach people when they want me to, obviously. But yeah, I love teaching. I love sharing my expertise. I love coaching. I love being able to kind of see ideas in my head that are, you know, forming while my client is talking, and then being able to help recommend what it is that they will do from here to get to the result.[00:09:00]
I had a discovery call with a new client recently. She was considering joining Good Money Club, and she is now a member of Good Money Club. And she said to me, "Do you actually give me advice? Because I am so sick of being told by coaches and advisors, 'The answer is within you.'" And I said to her, "I absolutely give advice.
I give advice every single week in Good Money Club. I give advice every single week with my one-on-one clients." And it is part of what I do. A lot of accountants and lawyers and other consultants don't make ... You know, they might give a couple of different options, but then it's up to you to decide which one to choose.
Whereas part of what I do is actually help you take the information that we have and make an actual decision and take action as a result of that. So, I absolutely give advice. I absolutely try to help my clients to kind of frame what they're doing themselves. But I don't believe in this [00:10:00] idea that coaching should always be about getting somebody to share what's already inside them.
It works in many aspects, but in a financial and business context, it's not appropriate for me to say, you know, "The answer to whether or not you should purchase a new factory is within you." No, it's not within them. But it can be within a spreadsheet that we create together and then make the decision, you know, in, in alignment with.
So I give advice. I am a strategist. For me, strategy sits between business, finance, and marketing because it really is all one in my mind. It's like a big bubble that sits on top of somebody's business. So yeah, this is my attempt to reposition myself in your eyes as one of my Money Secrets podcast listeners, and also this is a great opportunity to thank everybody who was involved in this campaign.
It was shot by Steph Hanson. The set [00:11:00] was designed by Kate Forsythe. My two amazing team members, Elise Campbell, who is my social media manager, and Kira Reisner, who is my assistant, they were both on set the whole two days, and they have supported me so much in the lead-up to the campaign and since it has launched.
And then we had four businesses that were part of the campaign, which was Ella Rowe from Elvie's Studios. We had Megan Winter from Goodkind Media. We had Aaron and Jodie Neary from The Ranch, and we had Richard Seymour from Mount Zero. This campaign has brought together a lot of really incredible people.
I hope you have enjoyed it. From next week onwards, we will still be talking about the Peachopoly campaign on the Money Secrets podcast, but we will be doing interviews with everybody who was involved because they're all amazing business owners in their own right. So across the next few months, you are gonna hear from some really [00:12:00] cool creative people who helped me pull this campaign together, not just the people who were there on the day, but also Mia Fileman, who is the reason I know anything about campaigns.
So I will be interviewing all of those people, and they'll be sharing their experience of being part of that campaign. But also, they'll be sharing their insights about money and business and things that they have learned as the excellent business owners that they are. So I hope you've enjoyed this little podcast episode, and I will see you again next week.
Bye.
