Rebecca Rubin is a trained life coach through the Institute of Professional Excellence in Coaching. Prior to becoming a coach, she spent 7 years as a Digital Marketing Manager at one of DC’s premier interactive agencies, Blue Water Media. She has BA in Psychology and Communications from Vanderbilt University. Her work has been featured in publications like Entrepreneur, Business Insider, The Guardian, EliteDaily, NBC, CBS, and more. In this episode, we talk about how your life IS your content, how marketing has changed and how to feel good marketing.
You have a way of saying things that aren’t being said. Does that just come to you?
We all have the ability to be authentic. A lot of the content Rebecca writes comes from her own personal experience including her fears, hopes, and dreams. She is also inspired by her clients and their experience. She thinks that we can all increase the amount of truth we’re willing to tell.
It’s almost like you take failure and doubt and use it as a positive message.
Our life is our content. There’s the saying -it’s either a good time or a good story. She works with a lot of coaches and consultant whose clients are just an earlier version of them. Our own lives are just a goldmine of content which is untapped. Self-expression can create a very authentic community online.
I’m trying to be more transparent about what my message is. And it’s a pain point for me.
Rebecca suggests an exercise. Imagine the soul that you were contracted to work with before you came into this body. That human being is sitting in front of you and your life depends on inspiring them into action. You have 10 minutes to do that – what do you say? Don’t analyze it. Just trust it.
Let’s talk a little bit about feel-good marketing. What’s your approach? How do you make people feel good about marketing themselves?
The old way’s of marketing, that felt icky is on the way out. People try to use methods of marketing that aren’t true to who they are. Rebecca is a big fan of Human Design. Looking at someone's personality and how to make this all organic and integrated it into their lives.
You don’t have a fancy funnel. You mostly use Facebook.
She does have an email funnel but that’s not the bulk of her income. The bulk of her income is from group programs and 1 on 1 coaching that comes from her organic, personal Facebook profile. For her post, she asks herself – What’s going on in her world? What’s the lesson she is learning and how does this apply to her ideal client?
I identify as someone more private. What’s your viewpoint on people who feel more private in terms of that mass exposure?
She believes that your desires are given to you for a reason. And you have the equipment to find your own answers. Figure out what you went and then what’s required to get there. Some people are private and some people feel a lot of shame over being out there. Don’t do what doesn’t feel right to you. But also examine the why behind what comes up for yourself.
How did you become the content queen?
When she first started her business she was a life and relationship coach who had a background in marketing. She was still working at a marketing company while started her life-coaching business. She gradually shifted to coaching people on their marketing. Rebecca was more conventional and less authentic than she is now. Then she experienced some online bullying and she wrote about it. This was the most authentic thing she’d published online and it was the first post to go viral. She was shocked that something so personal could do so well. That was when she started being more real online.
I want to ask about your personal practices. I’m curious, what has had the biggest impact for you?
Making correct decisions. Human Design has had a really big impact on her. Understanding her energetic make-up and making a decision that is in line with her energy and what’s really best for her has been super helpful. Our lives are a product of decisions.
Can you share a bit more about human design?
Human design is a system which combines astrology, the I-ching, Chakras and diagnoses you into different energy types depending on how your aura is constructed. A big part of human design is how do you make the best decisions for your life.
What kind of meditation do you do?
She does the sit and breathe style of meditation. She just sits and listens to her breath and tries to do it for 5 mins a day.
What’s a failure or rejection that you now see as a gift?
She’s had launches that she thought were going to do well but didn’t. Anytime that expectations aren’t met she always find that it is a sign you need to evolve. Any time you can take something less personally the better. There have definitely been times she has said something that got negative feedback online. Now she only takes feedback from people she knows personally.
How do you handle negative comments?
She builds her infrastructure. She has developed deep friendships with people who love her and that helps her weather it. She also looks at whether there’s any truth to the comments and sometimes there is.
We overcomplicate things and that’s when we find it difficult to maneuver but it’s mostly in our heads.
100%. This is something that coaches who deal with deep complex things can sometimes struggle with. You have to give people real tangible, specific examples of things so it can form a groove in their mind and they get it more. The better you understand something the better you can explain it. If you can’t explain your program to a 7-year-old, then work on that a little.
Do you have favorite marketing books?
Most of what Rebecca has learnt about marketing she’s learned through doing. She worked at a digital marketing company for 6 years and learned on the job from bosses and mentors. She watching what people were doing to see what worked and what didn’t. She feels that for online marketing, once it’s written in a book, it’s old news.
She thinks Gary Vaynerchuk knows his stuff when it comes to online marketing. Although he can be controversial he understands the psychology of marketing and what works and doesn’t on the internet. But she hasn’t read any of his books…
We’re all marketing ourselves all the time. Even if you’re not running a business. Even in the job market, you are marketing yourself
Rebecca loves applying for jobs. When she was at college she loved applying for internships and in fact, her first internship was not advertised. She reached out to a magazine with writing samples and specific ideas of how she could help them and they hired her.
For someone who is exploring their own business, who has a certain skill, maybe it’s writing, maybe it’s coaching or fitness or something. And they want to get their first client. How do you recommend they have this conversation?
You’ve got to normalize your subconscious and conscious mind that what you want is possible. You need to know that this is possible and not just something you see on the internet. It’s important to surround yourself with people who are doing what you want to do. She’s not opposed to working for free in the beginning. Positioning yourself in front of other peoples audiences is also a great way to grow when you’re starting out. She recommends getting on the phone with a lot of people. Don’t be afraid of the phone. Your sales come with conversations with people.
We all have an audience already. If we have Facebook, we have followers.
We all have a community. Rebecca's first client was a family friend. Her next few clients came from workshops she did at a local yoga studio. Then she got hired by a guy she went on a blind date with. You can make money before anybody knows who you are on the internet.
What direction do you think online marketing is going?
Brands and people are colliding. Big brands are using influencers more and more. The traditional celebrities are molding into internet celebrities. The human element is becoming more and more important. The old school idea that marketing has to be hard and about hustling is not true. That doesn’t mean you don’t show up and do the work. Working energetically correctly is more and more a thing that she sees people trying to do.
What are your favorite words?
She loves the word bespoke. Humany human is something she uses that means being a human is messy.
What’s the best advice you’ve ever been given?
Your health is most important. You have to take care of your health first.
Be nice to yourself. She thinks we could all use a little more self-love and self-kindness and she just tries to remember that.
What’s an action that you want to invite listeners to take?
Do a little audit. If you have a business do an audit of your marketing and what you spend your time doing right now. Get curious about why you’re doing what you’re doing and consider if it doesn’t feel good. Marketing should be pleasurable and profitable.
I love this answer but I want to challenge you on it. We have to push ourselves out of our comfort zone if we want to grow and expand. Sometimes that doesn’t feel good.
There’s a difference between doing uncomfortable things and doing draining, depleting activities. If she gets invited to speak on stage in front of a couple of hundred people it’s going to feel scary but it’s also going to feel expansive. That’s an example of feeling good. If She gets an opportunity to work with a new client but they don’t want to pay her rates and it’s not actually aligned with her values but thinks she should do it, that is going to feel bad and not in alignment.
Tell me how we can get in touch with you.
Go to http://thepursuitoffabulous.com/
Follow her on Facebook https://www.facebook.com/rebecca.i.rubin