In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about how building a prospect journey map helps you understand your audience's perspective and step into their shoes. It allows you to identify the steps your prospects take, the people they interact with, and the questions they have along their journey. This exercise not only gives you a different perspective on how to build your business but also provides a list of potential referral sources. It can also serve as the foundation for a content marketing strategy. The goal is to be a valuable and helpful resource to your target audience throughout their journey.

• Mapping Out the Steps and Solutions 2:14
• Building a Referral Network 8:24
• Recommended Resources 12:09

Quotes

• “This is called a prospect journey map, not a client journey map. So this is you getting yourself out of your body as the business owner and you're putting yourself into the shoes of your prospect to see things from their point of view.” 0:44
• “The goal here is as you list out all of the steps that this person is going through, you pop up as a potential solution to one or a few things, not all of them, but a couple. And if you don't pop up at any point, then this is probably not your audience and you're probably not solving any of their problems.” 2:31
• “I just want you to think through what does this journey look like for your audience? This will help you be mindful of their journey and respectful of some of the challenges they might be running into. You can then build a better relationship with your prospective clients. Again, remember, this is not a client journey. This is prospect journey and you are not supposed to be relevant at every single point of this journey.” 11:26

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters conducts live coaching with Leia Ferrari Traner, founder of Carmen Diana, a tech and talent advocate for underestimated businesses and their founders. Kiley guides Leia in defining her audience and steps on how to achieve it. Leia primarily works with nonprofits and for-profits owned or run by women and people of color. Her focus is on impact-driven programming for underestimated audiences. The goal is to increase opportunities and create a different world for future generations.

As homework and one of the steps in defining her audience, Leia intends to interview five leaders of mission-driven organizations to understand their challenges and tailor her services to solve their problems.

• ABCs of Audience Identification 8:39
• Sample Statement for Defining Your Audience 18:39
• Interviewing Ideal Audience Members 25:43

Quotes

• “I want you to specifically ask them about the problems or the challenges that they're running into so that you can use their words in labeling how you solve their problems or the aspirations they are trying to achieve.” 22:13
• “Go to the people, talk to the people, listen, and don't have an agenda. Your only agenda is to understand and get curious and then see what they come back with. They might all come back with the same problem. Now, how are you gonna tackle that problem?” 23:32
• “I would absolutely recommend that you record your interviews so that you can be present in the interviews and then go back later and go back through and pick out the patterns and the things that they say. And then focus on the words that they're using because you wanna use their words back at them in your marketing.” 25:41

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about the importance of audience research and provides a step-by-step guide on how to conduct it effectively. She emphasizes the need to understand and identify your target audience in order to serve them better. Kiley recommends creating a short script and reaching out to specific individuals in your network for interviews. She also suggests asking questions about their challenges, past experiences, ideal solutions, and expected investments. Kiley also advises recording the interviews and analyzing the responses for patterns. The goal of audience research is to gather information and make necessary adjustments to better serve your audience.

• The Purpose of Audience Research 3:06
• Using the Language of Your Audience 8:33
• Recommended Resources 16:15

Quotes

• “You are not trying to prove that you are right. You are trying to gather information to see if you were right or see if you need to tweak things or adjust them entirely.” 3:12
• “If you go out doing audience research trying to prove that you are correct, you will be doing it wrong and you will be doing yourself a huge disservice. And there's really no point in doing audience research if you're just trying to prove your point. You need to be going out open-minded and try to listen to the words that they're using and really listen to what they're trying to communicate versus just trying to validate what you think you want to hear them say.” 3:25
• “You should start seeing patterns in their responses between the fourth and fifth interview, and then you're looking at interviews five, six, seven to validate that. So I'm going to recommend you go out and conduct five to seven interviews. If you can do more, awesome, do more.” 5:26

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about getting clear on your target audience and how it is crucial for business success. Without a clear target audience, you waste time, energy, and money. Understanding your target audience helps you identify the problems you solve for them and create the best solutions. It goes beyond demographics and focuses on their values, motivators, and decision-making processes. Kiley introduces the ABCDs framework (Activators and values, Behaviors, Conversion triggers, and Demographics) and explains how it can help you identify your target audience.

• The ABCDs Framework 3:14
• Conversion Triggers 9:41
• Recommended Resources 16:42

Quotes

• “What we really need to understand are what people call their psychographics. So essentially their values, their motivators, their activators, all of that really tells us how they think and how they make decisions.” 2:33
• “What a conversion trigger is, or how we're talking about it, is what happened that made them realize they need to come find you or someone like you. They're now going to Google to search for somebody like you. So what happened that made them need to do that?” 9:49
• “Once you think you have your target audience, what I want you to do is go out and I want you to validate that. I want you to research it and see if you're right or see if you need to change something.” 15:41

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about the importance of establishing brand fundamentals for a business. She covers various aspects of brand fundamentals, including significance, mission, values, core behaviors, true specs, positioning statement, and elevator pitch. Kiley provides examples and explanations for each concept and emphasizes the need for clarity and alignment in these fundamentals. Lastly, she highlights the significance of audience research and iterative refinement in developing brand fundamentals.

• Significance, Mission, and Values 1:53
• Guiding Principles: Core Behaviors and True Specs 7:17
• Recommended Resources 15:45

Quotes

• “First and foremost, think about the big thing, the big impact you want to make in the world. A lot of people will share their mission, but not necessarily their vision. And a lot of people and businesses can have the same vision or significance but their mission and the way they go about trying to make that thing happen, that's how they're all different.” 3:07
• “Values should be your guiding principles on how you fire, how you hire, how you show up in the world, how you show up in your community, how you conduct yourself as an individual, and how your business is expected to operate. This is really, really important. And setting these to be clear and making sure your entire team knows them, leverages them, and honors them is very important in setting everybody up for success.” 5:30
• “Personal growth comes from being uncomfortable. Assume positive intent. It's really hard to do this work if you think people are working against you. Leave your ego and negativity at the door. It's really hard to do this work if you're leading with an ego.” 8:46

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about the importance of creating space for oneself, not just physically but also mentally, emotionally, and spiritually. This episode focuses on how to create this space and the challenges faced by entrepreneurs in finding time. Kiley provides tips and tactics for creating space, including structuring your calendar, taking regular big thinking getaways, and implementing quarterly strategic planning. Other suggestions include setting aside dedicated days for focused work, shortening meetings, saying no to non-essential tasks, avoiding multitasking, and being mindful of the mental and emotional energy required for new endeavors. Lastly, Kiley emphasizes the need to protect and prioritize one's time and energy.

• Creating Space 1:58
• Saving Time and Energy 6:56
• Recommended Resources 18:00

Quotes

• “If you find yourself feeling that you're supposed to be working eight hours a day because that's a full day's work, please keep in mind that some of the mental energy that we need to do big picture thinking and for some people to do the work that you sell requires so much mental energy that it might not be sustainable for eight hours. And there's a lot of research that shows that we are really only capable of four to maybe six hours of work a day.” 3:48
• “Quarterly strategic planning. This might just be a day, but it's a day dedicated to saying, okay, this is what we're doing for the next 90 days. And this is how we're going to make moves on how we want to build the company moving forward. You're creating that structure to guide what you do on a daily basis, it removes some of that decision fatigue. Because you've already made that decision and now you're sticking to it.” 5:15
• “I'm going to say this with love, get over yourself for a minute and realize where you are truly well positioned to be of service. Look at when you're purely just acting out of guilt so that instead you could actually be helping somebody better by referring or delegating that task to somebody else. We have to be the protectors of our own time.” 11:17

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about the importance of mindset and shifting our perspective. Kiley emphasizes that mindset is the most important thing to focus on for personal and professional success. She introduces a coaching exercise called the balance formula, which helps shift perspective and explore different viewpoints. Kiley also shares tips on reframing and adopting an abundance and growth mindset. She encourages listeners to define success for themselves and prioritize self-care.

• Creating Space 1:58
• Changing Your Mindset Role Playing 4:19
• Recommended Resources 16:21

Quotes

• “I love the phrase, everything is happening for me, not to me. This is a mantra that I have written on a post-it note right by my desk and I have been repeating to myself for the last number of years. Everything is happening for me, not to me. Everything is a gift.” 13:34
• “If I am healthier, happier, stronger, more confident, calm, financially independent, you insert whatever words work for you, then I can better do this thing. So whatever is keeping you from defining success for yourself, I want you to think about if I am more of this thing that I want, then I can better show up for who, and do what in the world. I can help other people in a bigger, better way. But you first have to fill your cup.” 14:07
• “I want you to ask yourself, what is keeping me from daydreaming? What is holding you back from what could be? What am I afraid of? Some people are afraid of success, it is a real thing. A lot of people are afraid of failure, but guess what? We learn a lot when we fail, so much more than when we succeed.” 16:02

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com

In this episode of Make Business Personal, Kiley Peters, founder of RAYNE IX, talks about the concept of 'Facts' and the importance of taking inventory of personal and professional resources. It delves into the emotional aspect of this process and introduces an acronym 'FACTS' to represent finances, attitude, content, team, and skills. Kiley shares a personal experience of focusing on what was lacking and the impact of transparency in leadership. The episode also highlights the significance of doubling down on existing resources and provides recommended resources for further exploration.

• Introduction about FACTS 1:49
• Honest Conversations: Facts and Lessons 5:35
• Recommended Resources 10:19

Quotes

• “I learned that there are very few situations where transparency is not the answer. So there are very few scenarios or situations where transparency is not the answer. And that was a big leadership lesson for me in 2021. And so my note to you is, when in doubt, over-communicate, and be really clear about how you set expectations.” 6:56
• “Don't forget about all of the things that you are so great at. Yes, we're always trying to grow and learn and a thousand percent yes to that. But there's a lot of things that you are probably taking for granted that if you tapped into could help bridge that gap for you.” 9:55
• “When it comes to doing this work, we very much embrace all of the feelings and the emotions. But we also need to hunker down and identify the facts and figure out how to prioritize in a way that makes the most sense for where you are in your life and in your business.” 10:41

Links & Follow-ups:

• Learn more at MakeBusinessPersonal.com & KileyPeters.com
• Downloads available at MBPDownloads.com
• Work with us at RAYNEIX.com & RIXAccelerator.com
• Submit questions at MBPPodcast.com
• Newsletter Signup: RIXNewsletter.com
• Linkedin: Kiley Peters & RAYNE IX
• Instagram: @kileypeters & @rayneix
• Email: info@rayneix.com