Susan Hyatt:
Welcome to the Rich Coach Club, the podcast that teaches you how to build your dream coaching practice and how to significantly increase your income. If you're a coach and if you're determined to start making more money, this show is for you. I'm Master Certified Life Coach Susan Hyatt, and I am psyched for you to join me on this journey.
Oh, hey coaches. One of my favorite things to do is help coaches make more money because when women have more money, they have more power. And I'm all about smashing the patriarchy and putting more women in charge financially, politically, in all the ways, so if you're a coach and feel like getting more clients and earning more money, and you think maybe that's an unsolvable mystery, let me put on my detective cap and help you out. In today's episode, I'm diving into the top three reasons why you're not earning the money that you want yet as a coach. And I have a special interview with an amazing woman named Zenica Chatman. You're not going to want to miss this one.
Before we dive into the reasons why I suspect you're not earning the money that you want. I want to talk a bit about money mindset. Often new clients will come to me with a bashful, look on their face, scared to say how much money they want to earn, because it feels greedy or unimportant, especially with the state of our world today. I just had a consult yesterday with a potential one-on-one client who basically wanted permission to want what she wanted and felt like it was greedy to want more. And I'm here to tell you that earning more money is very important, especially today. Why? Because if you care about creating meaningful change in the world, then you need to start caring about acquiring the money to make that change. I mean, look at what's happening in Afghanistan. The first thing I did was go to my people and say, what can we do? How can we help?
And there are a handful of organizations that have been doing amazing work for girls and women in Afghanistan, for 20 plus years, they need money. They need money to help the girls and women in Afghanistan, right now. Money creates jobs, money allows you to serve more people, money provides education to those who need it. Money is a huge form of power and when that power is in the right hands, like Women For Afghanistan, your hands, you become unstoppable with more money, you can do more good in the world. And now that we've sort of propped up your money mindset a little bit, let's dive into the reasons why you're not earning the money that you want.
Reason number one, you're not clearly communicating your offer. I have been so guilty of this. You're not clearly communicating. When you book a spa service like a massage or a facial, the process is easy. You read about the offer, which is typically no more than a paragraph that clearly defines the service. Even if it's a fancy schmancy, like they're going to put paraffin wax on your feet, whatever it is, it's clearly defined click, book, done. In coaching, some of us over-complicate our offers, so instead of a straight forward explanation, there's rambling on for many paragraphs leaving the potential client, scratching their head in confusion, so take a peak at your offer description. Is it clear? Is it succinct? Is it easy to book? If not, rewrite your description to sound more like a spa service, pure bliss and more profits ahead. Okay, so not clearly communicating is number one.
Number two, you're listening to too many other people's opinions. When I first became a coach, about 15 years ago, lots of people had opinions. They thought I'd fail and be back to selling real estate within a matter of months. It seemed that no one was confident in my ability to make life coaching a successful career. Even Scott Hyatt AKA the silver fox who is very supportive. And he really was supportive of me starting this career, he didn't understand what the business model would be, and he wasn't convinced that people would pay for it. But instead of shrinking down and listening to their opinions, I doubled down on my goals. I tuned out the voices who didn't serve me and broadcasted my new career louder and prouder. Today, I have a multimillion dollar coaching business. Where would I be if I'd listened to them?
Reason number three, you're working too hard. Now listen, I am not against hard work. In fact, when most people talk about me, they'll say like the hardest working coach in the biz. I'm not against hard work, but if you're pouring energy into things that aren't paying off, then you're working hard for nothing. Okay, so there's hard and there's hard. Time to take a step back and reevaluate. Maybe you're spending hours a day posting on Instagram, but all of your clients come from local speaking gigs or you're spending loads of time teaching group classes that you secretly kind of hate when you could just have a small elite group of private clients at a high price point and make the same amount of money or even more with much less stress. The good news is that if you want to Regan more profits, it's totally within your power to get it done, so stay tuned to listen to the interview that's up next with Zenica Chatman.
All right. You've been waiting for it, and here it is. I am so proud and delighted to interview one of my On The Six Mastermind clients, Zenica Chatman. Zenica is a PR specialist who focuses in her coaching business and helping women kind of ditch all the programming they received from corporate America and rock out their own voice and their own lives, and it has been a joy to watch her. You'll hear in her own words, go from someone who kind of hid behind the scenes within the mastermind to someone who is now on track with multiple offers to create the business that she loves, so without further ado, let's listen to all of these gems from Zenica Chatman.
All right, welcome to the show Zenica also known as Z-Capri to me.

Zenica Chatman:
Hi, Susan. Thank you so much for having me.

Susan Hyatt:
Hi. I'm so excited to have you and I admire you greatly for a number of reasons. And one of the reasons is that I have observed you over the past several months, really grow into your own power. And when you and I chatted about some of the progress that you have made in your own business over the past several months. One of the things that stood out to me was that you just keep showing up and you have worked really hard to get over your own stuff. And so what do you think, as you sit here today, what have you noticed that you're proud of?

Zenica Chatman:
I think one thing for me and thank you for saying that, is I am really proud of the fact that I kept showing up.

Susan Hyatt:
Mm-hmm (affirmative).

Zenica Chatman:
I mean, you know my journey, my process, it wasn't always easy. And there were a lot of days where I felt like, I am watering this plant and dammit, there is no seed. Where is the flower? But I kept showing up every day and just believing that, I can't see it now, that seed is still growing under the ground. But one day, if I keep showing up, I keep watering it, I keep tending this garden, the harvest is going to come. And the only way to not get the harvest is to not keep showing up. That's the sure fire way to not get what I'm after, so I just committed very early on to like, I'm going to stay in this. I'm going to stay in this game until I win.

Susan Hyatt:
Right because, and I mean, one of the things that I talk about all the time and you just described it beautifully is that I see entrepreneurs all the time, walk away from the farm before those sprouts have a chance to... There's so much happening below the soil. And we look at this garden or this flower pot with no fricking blooms or no vegetables and we're like, forget it. And we walk away from the farm too soon. And so the fact that you're like, Nope, I'm going to keep showing up. I'm going to keep watering. I'm going to be here for this harvest is the spirit of a real entrepreneur. And so what do you think in terms of, you shared something with me that I thought was pretty incredible, because I see you today on Instagram doing tons of videos, tons of Instagram lives, and that wasn't always easy for you.

Zenica Chatman:
No, it was not. It is a struggle to do those videos sometimes but again, I think that's just a testament to one of the things that I decided to commit to the process, right? Very early on I said you know what do I have available to me? I don't have a videographer, I didn't have a huge budget, but I had my phone, and I had my voice, and I had ideas. And so I said, I can create these two minute videos and I'm going to create one every week and I'm just going to keep creating them and even when it felt like nobody was watching them, I just committed to doing that. Like if I don't do anything else, this is how I'm adding value, this is what I'm bringing to the world, and this is how I'm going to show up every single week.

Susan Hyatt:
Oh, I love it. You know I love that so much because it's like the question, what do I have available to me? Because none of us start with a graphic designer, and a videographer, and a professional podcast producer, like none of us start there. And I think it's really easy for coach entrepreneurs to look around and go, oh well it's just not for me to make a difference and make any money because I don't have the money for that kind of team. Zenica, do you know about the Wayback Machine?

Zenica Chatman:
Yeah, I've heard of the Wayback Machine, yes.

Susan Hyatt:
I should put a link to that in the show notes so that you all can use the Wayback Machine and go check out every single online rockstar that you follow and look at their humble beginnings. I need to put like screenshots of like, I will say my first website was pretty fly, because I was at... That was always more-

Zenica Chatman:
Sure, your first website was super fly.

Susan Hyatt:
Well, I mean, for that version of Susan. Like I had on this white, pressed, button down shirt, and I was in this coffee shop and it was... Chelsea Sanders has been with me since the beginning. She took a really beautiful headshot of me and whatever, but I didn't have anything else. And there have been some versions of my website that were like pretty hilarious. And it's like, we all kind of start with... I need to find like the early versions of my newsletter, where I had like a recipe of the month and shit like that. Like listen, we did not all start out with all this expensive stuff. We really, most of us didn't. And so I love that you're like, what do I have? I have my phone, right. And I have my intellectual property, my ideas. I have my voice. And that is all you need to make an impact and a difference in somebody's life.

Zenica Chatman:
Yeah. And I mean, I think though, it's so easy to get caught up in what you don't have. And that's what I think is kind of the magic of coaching, the magic of finding community and building with other people that can call you out on and help you reframe your focus from, but what do I have right now? And understanding that this is just the starting point. My dream is eventually I will have a videographer, and I will have all this other stuff. But today, right now this is what I've got and this is what I'm going to use. And I'm going to lean into what I've got right now with all that I have.

Susan Hyatt:
Totally. And I think no matter what phase of business you're in, there's always that human tendency to want to dwell on what's not working, what's not right, what's not ideal, what you don't have. And I love that you're like, no, no, no, no. Let's focus on what we do have and let's flex that. Okay, so you were sharing with me before I started the recording, something pretty remarkable, which is what happened the very first On The Six class on Zoom.

Zenica Chatman:
I cried.

Susan Hyatt:
Well you cried most classes but-

Zenica Chatman:
I cried a lot y'all in On The Six and I'm not a crier, but I remember that very first call. And I remember I literally had to turn my camera off because I felt like, what the heck are you doing in this room? Like you do not belong here with these other coaches, like who told you that you should join this program? And I had a good cry about it. And when I went back and I watched that first class, I just remember saying to myself, you know but I'm here now.

Susan Hyatt:
Mm-hmm (affirmative).

Zenica Chatman:
I've already taken the first step, I've already made the leap, I'm here now, so what you going to do now?

Susan Hyatt:
Mm-hmm (affirmative).

Zenica Chatman:
You can keep turning your camera off and crying or you can show up, you can listen, you can make friends, you can... Eventually, I got to the point where I was like, Hey Susan, I have a question. You get to the point where you're like, okay, I'm going to ask my question because I deserve to be here just like everyone else.

Susan Hyatt:
Yes you do. And I didn't know that, right? Like I think that's the other thing that's interesting is that everyone is going through in their minds and in their lives, their own personal battles. And you're someone who has worked in public relations, you're smart, you're accomplished. Never did I ever think that you in the beginning had to turn your camera off because you didn't feel like you belonged to be in that space. And so by showing up and watering your garden and all those things, like where are you now? Like what's happening now?

Zenica Chatman:
Yeah. Do you remember that call where I was telling you about my treadmill? And I felt like my treadmill was off and everybody else in the gym was running.

Susan Hyatt:
Yes. I do remember.

Zenica Chatman:
I feel like, I went from this place of like I was in the gym, picture back pre COVID when you can go to the gym and you're in the treadmill section and everyone else is like running and they are like getting it full on marathon speed. And I am like looking around like my treadmill has no power, like what is going on? And you said to me, well, who controls that? And that was the day for me that I feel like everything shifted because I was doing the work, but that self-efficacy piece of like, can I really have what I want to have? And it's not until you make that switch, until you go from I control all of this. Whether the outcomes are stellar, whether the outcomes suck, I control all of it, so I'm the one that's holding the power and I'm going to plug this treadmill in and I'm going to start running and I'm going to run at a 10 incline. And I just decided like the power is on and I am running full speed.

Susan Hyatt:
You know I love this so much, you know I do because it is so true that the points that you're making today are so critical because it... The first point you made was like, keep watering and don't walk away before things have a chance to grow. And then secondly, I deserve to be here. And thirdly, that you control the power, that it's all up to you. And like what can you control? Oh, and I left one out, you also made the great point, like what do I have available to me right now? Even if, I can't afford the big team that I want. And also like, you don't want that team before you're ready.

Zenica Chatman:
No, no way.

Susan Hyatt:
You don't want them because you won't what to do with them. And it will just add an extra layer of stress.

Zenica Chatman:
Yeah.

Susan Hyatt:
You want to wait until you know how to lead that team.

Zenica Chatman:
Yeah, and that was another big one for me too, of just getting content with where I was.

Susan Hyatt:
Mm-hmm (affirmative).

Zenica Chatman:
But also being in this space, it's kind of weird, like being content with where you are, but knowing that the scales can tip in your favor at any minute.

Susan Hyatt:
Mm-hmm (affirmative).

Zenica Chatman:
Recognizing that, yeah, I don't want the big team before I really do the work of figuring out what it is that I'm going to have them to do, or really figuring out what my next steps are, you don't want all that success. And I know that from my PR background as when you get somebody too much press too soon and their business can't handle that, it's a huge problem. But being content with where I am today, but also knowing that anything could change tomorrow, like you could get that big email tomorrow, you could get that client tomorrow, so staying kind of in the contentment but also still living in the magic, and living in the possibility of what could happen for you.

Susan Hyatt:
And also I just recorded, so by the time this episode comes out there will be an episode live that's about treating your business or imagining and visioning the goals that you have for your life and your business, like a movie trailer.

Zenica Chatman:
Mm-hmm (affirmative).

Susan Hyatt:
And it's a trick, a tool that I have used for years and years. And sometimes I'm great at it, and sometimes I'm not, but I started using this when planning retreats and events. I always want people to feel like they're in a movie, like something's happening that they're like, this is so great. Like am I in the middle of a hallmark special? Or am I... Like what is happening?

Zenica Chatman:
I love that.

Susan Hyatt:
And so a lot of the outlandish things that I plan or the lengths that I will go to have a bougie picnic for example, that you were a part of. It's like, no, no, I don't want to just like slap some food on a container, I want it to feel special. I want them to feel like their life is like a movie. And I do that with my goals as well, to like really envision what it would be like to have a client sign up during that consult call, or send out the sales email and have a flood of inquiries about it, or fill in the blank. And so the point that you were making before about getting too much PR for people before they're ready, it's sort of...
My husband who works in commercial real estate, talks about it in the sense of like having a big grand opening for a restaurant that they're not staffed or prepared to handle. And it's the same in business. And I think if you can envision what a day in the life of being a coach entrepreneur and how you want that day to go like a movie trailer. Like this is my ideal day as a coach entrepreneur. And these are the kinds of things that go on can be really helpful in helping you make decisions so that you don't wind up in a situation where you're like, whoa, this is not at all like I thought I wanted, fill in the blank. I thought I wanted this much money, or this many clients, or this many projects, or this kind of team and it's like this.

Zenica Chatman:
Yeah.

Susan Hyatt:
I mean I coach one-on-one still as well. And a lot of the one-on-one client work that I have is helping them correct that, so that their life and their business reflect that movie trailer in their mind. Like if your movie trailer is that you get to go to Pilates at 11 and pick up your kids at two, then you're probably not going to want to have back-to-back calls Monday through Friday, like you say you do.

Zenica Chatman:
Right, right.

Susan Hyatt:
Right?

Zenica Chatman:
For sure, yeah.

Susan Hyatt:
And so it's making sure that, that matches. But so what's the movie trailer for Zenica?

Zenica Chatman:
Ooh, that's a good one. I think my movie trailer is kind of like those movies like 13 Going on 30.

Susan Hyatt:
Yes.

Zenica Chatman:
But you get like a flashback or whatever of your future self and how that future, what you're doing today impacts that future life that you're having. Because I often, and I think I stole this from you, like your future self has requirements, so I'm always like having this internal battle with like the future me. And she's like, girl you better get up. You better do this. You better write that pitch. You better go to that networking event because I am waiting on you, you know? So that also for me, I think makes where I'm trying to go inevitable, because she's saying, I'm waiting on you. Like I'm already here, I'm already formed and I'm just waiting on you to catch up.

Susan Hyatt:
Totally.

Zenica Chatman:
I think that's my movie trailer kind of be like a 13 Going on 30 of like-

Susan Hyatt:
I love it. I love it. I mean, 13 Going on 30 is such a great way to think about it because our future selves do have requirements and our future selves are cheering for us. Our future selves are like, kind of waiting for us to get it. Sometimes I feel like my future self is watching... You know how you'll watch a movie and be like, don't do that. Don't go down those stairs. What are you doing? Call 9-1-1. Like, why are you getting in the car with him? Sometimes I feel like my future self is like, I'm exhausted from watching this terrible movie.

Zenica Chatman:
Mm-hmm (affirmative).

Susan Hyatt:
She is not listening. And then other times I can definitely hear my future self going that's what I'm talking about, look at my girl.

Zenica Chatman:
Yeah.

Susan Hyatt:
And so if Zenica, like your future self, were and is super proud of you right now. Talk about some of the things you're working on. Because, you went from not being able to turn your Zoom camera on to what?

Zenica Chatman:
To, I am officially a paid coach. I'm getting ready to onboard another client, even this week, as we speak. I'm launching a group program in the fall, preparing to host my first live event also in the fall, so more details to come on that. And that little two-minute video series is getting ready to have it season two, starting next month. We're a full year in now, so season two will launch in the fall as well.

Susan Hyatt:
Oh my gosh, season two, so what's going to be juicy about season two.

Zenica Chatman:
Season two, so if you're not familiar, I host a weekly two minute video series called Monday Morning soundbite, which is a nod to my old PR world. But what's juicy about season two is that we're going to add onto that, and we're going to do a Monday Night Masterclass once a month. We're going to dig deep into the concepts that we give you a little bit on Monday morning to keep you motivated, but we're going to dive deep, even deeper in season two.

Susan Hyatt:
And I know everyone's probably wondering who's your ideal client and how can people find you?

Zenica Chatman:
Yeah, so my ideal client is someone who is really on the line. I say, if you are that woman who is staring at your future, you've worked really, really hard, essentially in corporate America. And you are staring at this corporate ladder that you could either get on. And you're not sure if you want to get on, you're not seeing what that future self is saying to you or there's something else that's really, really tugging at you that you haven't quite explored yet, so those are my clients. And what I have found about oftentimes being in the corporate world is we have been told so much as women, particularly women of color and black women, what we are not capable of.

Susan Hyatt:
Mm-hmm (affirmative).

Zenica Chatman:
You're not capable of being a leader. You can't lead a team. You're not good at math. You don't have good marketing sense. You can't talk to anyone. You don't talk to people the right way. If you're a black woman, if you assert yourself, you're angry and people don't know how to deal with you. And so that makes the next step for you very confusing, you know?

Susan Hyatt:
Mm-hmm (affirmative).

Zenica Chatman:
And so what I really work through with my clients is helping them reclaim that power. Looking at how did you get to this point, good and bad. And how can we leverage all the strengths that you have, all the skills that you have? How can we drop the lies that your corporate world has put on you? How can we shed those so that you can walk boldly and confidently into your next phase of life?

Susan Hyatt:
Yes. Oh my gosh. Who doesn't want some of that?

Zenica Chatman:
I'm having a lot of fun.

Susan Hyatt:
Well, of course, of course. Where can people watch your Monday Morning soundbites? How can they hang out with you? Find you?

Zenica Chatman:
Yes, for sure come hang out with me on Instagram, that's my jam @z_chatman, so chatty chatman. And also as a Zenica Chatman on Facebook as well, so that's normally... I'm a social media junkie, so if you hit me up on there, I'm definitely going to respond and chat back. That's my jam.

Susan Hyatt:
Yes, I know. We have a lot of fun in the DMS together, you and I.

Zenica Chatman:
We do. We chat it up into DMS all the time.

Susan Hyatt:
I actually have something I want to send you as soon as we get off here that you will find hilarious. It's a Rihanna clip where she, well, I'm not going to ruin it. Maybe I'll put it in the show notes for the rest of you all.

Zenica Chatman:
Yeah, don't ruin it. Yes, yes. Put it, slide in. I like when people slide in my DM, so come on over you all.

Susan Hyatt:
Well, thank you so much for your time today. You are a delight. I'm so proud of you.

Zenica Chatman:
Thank you so much for having me, Susan, you know you are my girl.

Susan Hyatt:
All right, it's time for community wins. And I am so proud to brag about one of my one-on-one clients named Hillary, so Hillary came to me with a goal of making more money and working less. And here we are in July midway through the year, she has accomplished all of her financial goals. She just had another six figure launch, and she's basically set to work on writing projects and she doesn't have to launch another thing for the rest of the year. How did she do it? I'll tell you what she did, she listened to Susan Hyatt. No, she already had brilliant offers. And what we did when we have worked together so far, what we've done is we've helped her fall back in love with her life. We've helped her get the team support that she needs. We've helped her raise her pricing.
And all of that has equated to more money, wealth in her bank account, wealth in her free time, wealth in her personal life. And it's been in the midst of a pandemic that all this has happened, so I just want to say, listen, if you are looking for a coach or a community where you can find the support that you need, email us support@susanhyatt.co. I would love to brag about you in a future community win. Congratulations Hillary, you are a lighthouse in this industry.
It's time for some listener reviews. And you know, if you get a lot out of this podcast, I appreciate all of you subscribers, all of you who take the time to leave reviews. And if you have a minute head over to Apple podcasts and leave us a review. I want to give a shout out to Trish. Trish left us a five star review. That's entitled taking a fresh look at business and life. Susan Hyatt is a breath of fresh air. Well, thank you. I've been following her podcast groups, YouTube channel for several years now. She never disappoints. It's not the dry, tired business advice mansplained by the boss that you're used to. She's the real thing. She has a fresh approach to business that combines practical advice with just enough sassiness and fun. I appreciate that she doesn't mince words. Ooh, good. Thank you.
She's the friend that tells you what you need to hear. You know, the one that tells you when you have spinach in your teeth, instead of letting you walk around all day looking like a fool. Her podcast in her groups, packed with good advice, fun and plenty of encouragement. Trish, that's got to be one of the best reviews anyone has ever left me. Because, let me tell you something, I am that friend. I'm going to adjust your crown. I'm going to get that spinach out of your teeth. I'm going to pull your hemline down. I'm going to make sure that you know how to show up and glow up.
All right, one more thing before you go, if you want support and accountability from me and a like-minded group of bad-ass women, check out my Mastermind On The Six. In the program, I help you get to that first 100K and beyond without burning out and crying into your laptop because you're just so busy. You can get all the details on my website or in the show notes of this episode. I'm cheering to a more profitable you. Thank you for listening to this episode of the Rich Coach Club podcast. I hope it's inspired you to earn more. Thanks again for listening and I'll see you next week.