TRANSKRIPT 🔗
Jo McKee I The Jo Show: Jordan Eaton built a visibility and growth agency a single mom living with a brain and a spinal deformity. It wasn't inspiration, but an engineering constraint She's designed every part of the business around her energy levels and capacity and just moving away from the hustle harder culture. So I'm really excited to hear your story, Jordan. Welcome to The Jo Show. What's a piece of grind culture business advice that would literally be dangerous for you to follow? And why is it probably bad advice for everyone else as well?
Jordan Eaton I Boss Assistants: It's just ⁓ really to tell people they have to do all the things. It's just ⁓ really to tell people they have to do all the things. ⁓ We work with lot of clients who have been ⁓ actually down a lot of the work and stopping things that aren't really pulling the lever for them and then doubling down on the things that do. So I think the best advice is always just focus on the things that are going to move you forward and not so much worry about all the noise or what everybody else is doing. focus on the things are going to move you forward and not so much worry about all the noise or what everybody else is doing.
Jo McKee I The Jo Show: So when you started Boss Assistants and you had to map your energy and capacity into a business model, what did that look like? How did you think about it?
Jordan Eaton I Boss Assistants: Everybody defines success differently. So for myself, ⁓ I ⁓ wanted to have the leisure of out with my children or I to ⁓ take time to let my body rest when I needed it. So, you know, working 12 hours a day, which is actually when I first started my business, was pushing myself to my limits. ⁓ It was really exciting, you know, new business, doing all the things. And I really was just working way too much and I was burning myself out. And yeah, I really had to dial it back in the last year or so. And... just really lean on my team, delegate out the things that I'm able to, and then yeah, focus on the things that push us forward. ⁓
Jo McKee I The Jo Show: You've built a consistent, pretty powerful lead generation system on LinkedIn. Did you try anything else that didn't work before that or did you just go to that first and what does it look like?
Jordan Eaton I Boss Assistants: I love LinkedIn. If I talk to anybody that's in the B2B ⁓ space, I say, if you're not on LinkedIn, then you are missing out on a huge opportunity. So I have tried a bunch of other platforms. I do find that Facebook is really great as well. ⁓ There are some, quite a few professionals on there, but for Instagram, I find that people are on there just to death scroll or, you know, just kind of zonk out at the end of the day. And they really just want to be entertained. I find that they're not in the space, okay, I want to purchase something right now. I think that Instagram might be good for ⁓ people that have an e-commerce or they have some kind of product, ⁓ but I'm not sure if it's ⁓ if it's completely ⁓ where they be focusing their time.
Jo McKee I The Jo Show: Hmm. It's definitely worth looking at where your audience is, you know, what space do you want to play in, not just doing what people automatically assume should be done, which we do way too often with things. So with your LinkedIn system, you know, when you send that first email, like step me through the structure a little bit so that people have some takeaways of how it works, what you're saying at each step or how you're, um, setting it up so that it just doesn't look like spam, you know,
Jordan Eaton I Boss Assistants: Yeah, when we work with clients, we actually have the full system and we've gotten to the point now where we used to do a little bit more of an a la carte service offering. But now we won't let people just pick and choose because when it comes to LinkedIn, you have to have the full system going because each part works intertwined with the other. So ⁓ you're posting content, but then you're also connecting with up to 400 people per month. you're connecting with up to 400 people per month. bringing them into your network, you're having a conversation with them in the DMs. And then, so when you connect with them, they'll take a look at your profile. It'll be optimized as a landing page. bringing them into your network, you're having a conversation with them in the DMs. And then, so when you connect with them, they'll take a look at your profile. It'll be optimized as a landing page. They'll see what you do. They might get interested, click on your link and book a call. ⁓ But if you're not bringing them into your community, connecting with them, then they're not gonna see your content. So, I mean, they all work together. When you're new people in, connecting with them, then... They'll start seeing your content and then you'll be keeping top of mind.
Jo McKee I The Jo Show: So I guess a big mistake is implementing just part of it and then wondering why it doesn't work.
Jordan Eaton I Boss Assistants: Yeah, we were at one time just connecting with people, but then they weren't posting content and then they weren't engaging. yeah, like, yeah, they all all the parts work together. So if you don't use one, then, you know, the other parts might not be working as well as you'd hope them hope that they would.
Jo McKee I The Jo Show: How long did it take you to refine that system? sounds pretty robust.
Jordan Eaton I Boss Assistants: Yeah, it's been about over two years that we've been, yeah, we've gone full into LinkedIn and it's pretty much the only social media platform that we work with our clients on. We used to do Instagram and Facebook as well, but yeah, we're just focusing on LinkedIn.
Jo McKee I The Jo Show: I have to ask the needle question. Are you using it for your own brand as well as for your clients?
Jordan Eaton I Boss Assistants: Yeah, I am. actually am on LinkedIn pretty much every day I live there. So when I'm talking to people, I'm like, yeah,
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just message me anytime. I pretty much live here.
Jo McKee I The Jo Show: Yeah, so many of us as marketers have a great system that works for clients and then kick the can down the road when it comes to our own. So had to ask. So you work exclusively with entrepreneurs who are making six figures. ⁓ How did you learn on the filter? know, was it sort of a ⁓ day one decision or did you learn the hard way?
Jordan Eaton I Boss Assistants: We actually ⁓ started out with our company as more of a generalized company. ⁓ And we've took a turn into more of the social visibility marketing services. ⁓ But yeah, we used to work with pretty much anyone. There was large companies, there was, ⁓ like we even worked with Chick-fil-A at one point. We really found that the sweet spot is those consultants, coaches or solopreneurs ⁓ that don't have the need or the capacity or even the budget to bring on a full-time marketing staff.
Jo McKee I The Jo Show: ⁓ if somebody's working you, obviously in B2B, you know, there can be a long consideration time what sort of timeframe it ⁓ using this system, ⁓ before people are seeing some real results in their business.
Jordan Eaton I Boss Assistants: We usually see results around the three month mark. And especially when you're connecting with people on LinkedIn, everybody is online at all times. So ⁓ if connect with someone, maybe they won't accept it two to three weeks later ⁓ when people are scrolling on the feed. ⁓ They don't see like only 30 % of people will see your posts apparently ⁓ just because of algorithm
Jo McKee I The Jo Show: you don't just do LinkedIn though for clients, you get them on podcasts and things as well.
Jordan Eaton I Boss Assistants: that's right. ⁓ we actually have a few clients who are doing their own podcasts. So we help them launch, ⁓ ⁓ so support them on that end. ⁓ then we help other people get onto podcasts as guests. So that one really helps to build their ⁓ And also, ⁓ a good evergreen tool. So once it's out there, it's out there and people will find you, they'll listen to you, go to your links. So I think it's a really great tool. ⁓
Jo McKee I The Jo Show: So just helping people imagine what's possible if they're going to consider building their own LinkedIn system, which as you've pointed out, needs to be done comprehensively or working with you. But using that as a method of outreach, what's, I guess, the biggest client win you've seen as far as the customer that they've landed in terms of success? You know, what's the biggest celebration you've seen happen there?
Jordan Eaton I Boss Assistants: Well, we do have one client who he booked a speaking engagement within the first month of us starting with him. And it was, I think, around like a $3,000 engagement. So he was like, really, really excited about that.
Jo McKee I The Jo Show: You've said that most people see your situation as a disadvantage, just with the challenges that you face personally. But at what point did you stop trying to overcome that perception and just position it and just say, is who I am and this is the constraint I work with?
Jordan Eaton I Boss Assistants: Yeah, I have, um, kind of struggled with it back and forth. Like, should I, should I tell people all pretty much all our clients know what my situation is? Um, we've had conversations about why I started my business. We even have some clients who are in the same boat. ⁓ So yeah, they do have days where they're, you I'm not having a great day or I'm going to be offline, you know, at the doctor's appointments, things like that. So ⁓ it's really great for us to work with people like that because we know we have some people on the team that have, you know, some health issues, things like that. So like we all are just really empathetic and supportive. And I think it's hard to come by that. So I have been leaning into it a little bit more because I find that people are starting to talk about it more and there's less of a stigma around it, especially with like mental health as well. It's just really important for us to be honest, be ourselves. And ⁓ sometimes it can even be an advantage because ⁓ women, find that are even moms, we're really great at doing things really efficiently. because we don't have much time. So I think it's almost like an advantage, you know?
Jo McKee I The Jo Show: I definitely don't think there should be any stigma involved. Everybody's facing their own challenges in a different format. It's just life, you know. Have you ever had a potential client underestimate you and not knowing this about you and how did you handle it?
Jordan Eaton I Boss Assistants: I don't think they would because I don't think that they be working with us if that was an issue for them. But ⁓ yeah, think it is because I have my team to help support as well. And we all just work together and ⁓ we pick up where someone ⁓ leaves off if someone needs a day off, if someone's going to go on. holidays and we jump in for each other and like we really help support. We're pretty much on Slack all day talking with each other. So I mean, yeah, we're just like a really close knit, really great team.
Jo McKee I The Jo Show: What's the biggest joy that you've encountered in just building and running Boss Assistants?
Jordan Eaton I Boss Assistants: I've just, me a person, I've really just like grown, especially with mindset of ⁓ just ⁓ not, ⁓ I went from a place of like, I don't think it's possible to, okay, maybe. then now I'm like, ⁓ my gosh, like doing it's possible. I ⁓ really just, ⁓ if people, ⁓ are wanting to take that leap, say like, just do it because there's no perfect time. There's no perfect way. There's, you know, sitting and waiting. It's you have to live life now. And I just ⁓ I've been really like grateful with just all the opportunities, all the people I've met. ⁓ I've been in some really great rooms with some really smart entrepreneurs and I've just grown and learned so much. And yeah, it's really like just
changed me as a person.
Jo McKee I The Jo Show: In of, personal that has impacted your business, ⁓ what's a book ⁓ or maybe ⁓ a particular mentor or you've learnt something that you think people are paying enough attention to?
Jordan Eaton I Boss Assistants: I do have a mentor. Um, he's been really great and been with me pretty much every step of my journey. And I don't think I could have done it without him, honestly, because there's been days where I'm, you know, things are just overwhelming and I'm just like hyperventilating and I'm like, okay, this is happening. And, um, you know, I've had some. SOS times where I'm like, please, can we just meet right now? Because like, need to figure this out. So I think not enough people are utilizing just not even like a coach, but like just somebody who has been an entrepreneur has been there and done that and can, you know, just help you like with advice or even just like joining entrepreneur groups where you can bounce ideas or mastermind with people. ⁓ It's really, ⁓ I think it just really helps you get to that next level.
Jo McKee I The Jo Show: to this, some people are going to be thinking I need to contact Jordan right now and start and just let you do the system. ⁓ There will those who want to, you know, have a go at implementing themselves, the DIYs, which ⁓ no shame, probably a DIYer at heart and have trouble letting go. for ⁓ both ⁓ ways of thinking about this, ⁓ somebody knowing that ⁓ if they've got to the point where they think, yep, LinkedIn probably is where need to be and I need to build visibility. to prepare for that, you before they call you or before they start having a go at building the system out themselves, what would you say is step one that they really need to get in place first?
Jordan Eaton I Boss Assistants: Step one is always know exactly who your target audience is. And this one is, ⁓ a lot of people come to us and they're like, okay, I work with business coaches or I work with e-commerce. That is so broad. You really, really, really need to know what is their pain points? What makes them seek out your, what you do? What makes them buy? What makes them like, if you can just, go onto your LinkedIn, send a message to a few people who would be like a dream client or like someone in your target ICP and just ask them a few questions. Be like, Hey, would you be all right if I ⁓ asked you a couple of questions? I'm just like doing some research for some offers or doing some research for my business. And people are willing to give you a few minutes and ⁓ I've actually done it for my own business as well. And you need to get that insight from people. you need to know them inside and out because if you aren't exactly sure if you're really generalized, then people aren't going to see you as the solution to their problems.
Jo McKee I The Jo Show: That's right. If you're talking to everybody, you're talking to nobody. The best way I visualise that actually is when you get a group of people together in any setting, once the group gets beyond about 10 people, people start to sort of maybe hide up the back or you're not speaking to them, you know, just that physical setting. And it's the same with not being specific when you're sharing an offer. It just needs to be, ⁓ my goodness, this person sees me. They know me. They're talking my language and they know how to fix my problem. ⁓
Jordan Eaton I Boss Assistants: Yeah, and you don't have to be worried about niching down too far or you know, if I'm only helping these kind of people, I'm going to miss out on this because once those kind of people see you as the option, they'll tell other people and the word will get out and you'll have other people contacting you that don't exactly figure ICP but at least you know, what's the pain points? What's, you know, what can you offer them and what do they need? So yeah.
Jo McKee I The Jo Show: Definitely. Where would you like to take Boss Assistants within, let's say the next 12 months, things are moving so fast. So thinking that far ahead, where would you like to see the business?
Jordan Eaton I Boss Assistants: Yeah, things are moving really fast. ⁓ Yeah, we just want to help as many business owners as we can. And every day there's a new business owner popping up and we want to help them reduce their stress. Finally, take vacation, ⁓ know, live the life that they want. Because when you When people start their business, like, ⁓ I can make my own hours. can, you know, live leisurely. But a lot of times when you first start out, you're working those long nights, you're, you know, it's just a lot. So we want to help take that burden off with them.
Jo McKee I The Jo Show: I love it. Jordan, thank you so much for your time. It's lots of good things to think about and help people move forward with visibility for their own businesses. really appreciate it.
Jordan Eaton I Boss Assistants: Yeah, thank you so much. Thank you for having me.