OUTLINE
0:00:00 - Introduction - Welcome Hayley to the show
0:00:58 - Hayley introduces herself - Background in marketing and helping small businesses
0:01:16 - Hayley has helped grow Erin's business - Erin is grateful for Hayley's support
0:01:32 - Erin asks about Hayley's relationship with money - Hayley shares her fears of leaving corporate job
0:05:42 - Hayley discusses how her mindset has changed
0:06:39 - Erin emphasises connecting to feelings money provides
0:08:50 - Erin says being able to see opportunities is important
0:10:06 - Brief tech glitch during recording
0:10:46 - Hayley shares how she stays in a positive mindset - Exercise is important for mental wellbeing
0:14:01 - Hayley wraps up key lessons around confidence - Thanks Hayley for the insightful conversation
0:16:01 - Hayley emphasises asking for help in weak areas
0:18:46 - Hayley reflects on learning new skills
0:20:00 - Erin asks how to make storytelling a superpower
0:22:59 - Hayley emphasises importance of storytelling
0:24:06 - Hayley discusses importance of marketing foundation
0:26:30 - Hayley defines success as time with family
0:28:01 - Hayley reflects on balancing work and family
0:29:00 - Erin thanks Hayley for sharing her wisdom
THE ERIN DAVIS SHOW
Erin Davis
Hi, Haley, thank you for joining me today on the Erin Davis show. I am so glad you're here. I've done a little intro already, but can you just share with my audience just a little bit about yourself - in your own words
Hayley Osborne
Yes. Hello, Erin. Oh my god, I'm so happy that I'm here. I'm so happy that you started a podcast. My name is Hayley Osbourne and I help small business owners to create marketing activities and strategies that will have the biggest growth with the least amount of time and effort in their business. I’ve been doing this for around six years in my own business. I love what I do. And you know, doing that I get to meet amazing women like yourself. I do this through my own podcast Haley Osbourne show you which you have been a guest on. And I have a membership and some courses and private coaching and strategy and things like that.That’s how I help to have the least amount of time and effort in their business. So taking out all of that stress to help small businesses. That's what I do, and I love doing it.
Erin Davis
I love that what you do too, because we’ve worked together recently, and you have just helped my business grow exponentially, which I am super, super grateful for. So I would love to know as a small business owner what is your relationship with money? And how has that changed throughout the years of being in business. I know you were iin corporate previously, and now you're a small business owner so how has your relationship with money changed over that time?
Hayley Osborne
Yeah, oh my god. Well, to call a spade a spade, I was shit scared of leaving my corporate day job. Like a very well paid corporate day job to work for myself, like ridiculously scared. And if it wasn't for my brother, I don't think I ever would have made the move. I sort of had this. I've had a couple of businesses. So I had a fashion label back when I was in my early 20s that was really successful. As always a side hustle though. I was nominated for a meeting Designer of the Year in 2009. I had manufacturing in China, it was national business, (I don't know if you didn't know this about me). There were a couple of collections there. But it was always a side hustle. And I didn't know what I was doing in business. So I quit everything. And I was way too young and probably anyway, but I had gotten that far. And then I had a candle business as a side hustle and I would go to trade fairs. It was such a beautiful business. I had packaging and I would meet business owners at trade fairs and things like that. And they were kind of sent all around Australia. I never tried to do things in halves. And I've always kind of been this person. But then at trade fairs, I would meet other business owners and you know, you're there - I don't know if you've ever been to a trade fair, but you're there for five solid days with the same people and you're talking to people that are coming and going. And so in breaks, you speak to the people around you a lot. And they were always like, Well, what do you do? Is this your full time job? Like blah, blah, blah, what do you do? And I would say no, I'm in marketing, I work for some of the biggest brands in the world and this is my side hustle. Ah, maybe you can help me. And so I literally got clients that I was helping without actually having a business to help them. So I had taken on these private clients from a marketing brand point of view without having a business and it was so scary. Because I had business but I also had a really high level marketing day job in corporate. And then you know, it got to a point where I was like, oh boy, but mind you I never had kids and I wasn't married. And so I was just this Footloose, fancy free, like killing it type of person that didn't have any other responsibilities apart from for myself. And my brother is a builder and he was like, well, you have to quit your job. And I was like, I can't like I've got a mortgage. I've got responsibilities, I'm like what if I don't earn enough money, all that scarcity stuff was coming up around money. And he said to me, I will pay your mortgage if you can't do it, quit your job. My brother is a little bit younger than me too so for that to happen that I right oh, and I did it. I backed myself and that was almost seven years ago now and my relationship with money from that point has been pretty good, I would say pretty amazing. I've always seen it as a cup half full rather than cup half empty. And if anything, it's a driver for greatness, right, the driver for me to create more amazing things to share with the world to build more abundance, to upskill and educate as many people as possible. And that then money is a byproduct of that. It's not my number one driver for doing what I do. But it comes. And so I think that that in itself is enough for me to be happy with money and have a good relationship with money.
Erin Davis
I think that's really important too. Because if you're so focused on money as being the thing and you're not connected to the feelings that it brings, or the opportunities that it allows or the freedoms that it allows, then you're just so focused on money all the time. It's very transactional, and it's very black and white and dry. And as women, we are traditionally and majority of us are not connected to money like that. Money is not the driver. It's what money provides is the driver. And that's the important thing. So I think when you're able to connect into the feelings of what it provides, or what it allows for, that is just so much more powerful. And absolutely, we need it, because it allows all of these things to happen.
Hayley Osborne
Yeah, and I think when you get into that mindset of there will always be more like there's 2.35 million monthly active users on Instagram alone, so do the work, do the things, show up and capitalise on that audience. And, you know, your like glass ceiling becomes your new floor. When you are consistent, and you have a plan and you have a strategy on what you're going to do. But you will be successful. There's no two ways about it. It is inevitable. Because if it was easy, that it's hard, but it's in it, that is what will happen. If it was easy running a business, everyone would do it. And that's why they don't because it's not easy. It is hard and it is challenging. And then what I found too, especially starting out is the more I educated and upskilled myself in the areas of lack. So I think one of Denise Duffield Thomas's books was the first really business book. I read a bit of something like that, when you start to like read things to upskill yourself, and you build that confidence, you're like a force to be reckoned with. And that's kind of how I felt, and I've always had something on the go since.
Erin Davis
Yeah, and I think that is really important. Being able to open yourself up to seeing the possibilities and seeing what is around you. And when you're so closed and focused on money all the time as the driver, you then really shut yourself off to seeing the opportunities and the abundance that's out there. It's not to say that people don't struggle, and there aren't hard things happening in the world. But there are plenty of opportunities. And there are plenty of people doing the exact opposite, who are absolutely thriving with the abundance that they've created. And that's different for everybody. But it's such a beautiful way to be rather than in that state of scarcity or lack all the time.
Hayley Osborne
And I'll just preface this with him. But it was a nice little luck cushioner I guess not everyone has that. But then what does that look like for you?
Erin Davis
So it looks like we have just dropped down a little bit here
Hayley Osborne
You know what this is, technology is great until it doesn't work anymore. And by now, this is the beauty, like podcasting and you know, showing up and it's raw, it's real. Like, I know, when I do my solo podcast episodes, I'm like, I'm getting coffee in a minute. And I'm not stopping the video because then I have to edit it and I'm a real person and this is just fine, don't worry about it. And you know what, I've listened to some of the biggest podcasts in the world and they've left it recording at the end when they're wrapping things up and giving the EAA details on how they can contact each other and I'm like, That is a mess.
Yeah, absolutely, I find that that's the confidence piece. That's owning what you do, owning who you are, and then just keep rolling with it. And people want you to win. People want you to do well, and people want you to succeed. And if you're out there having a go, then that's one up on the person that's not even trying. But it also like that little tech glitch or whatever it was, it's like shows that you're not perfect. I'm not perfect, but it will give people the motivation and inspiration, especially if they want to start a podcast. Well, if they can do what I can do it.
Erin Davis
Absolutely. Absolutely. Yeah. And so how do you keep your mindset aligned and in flow? Me too. Me too. That's how I write. Yeah, I love trail running. And yeah, we connected on Strava. So if you're on Strava, look me up. But that's my thing is to stay in flow, I need to run and I need to do trail running, not just running on the road, because that's boring for me, but trail running. So what is it that you like to do?
Hayley Osborne
So right now, I'm just walking and trying to lift as many weights as possible. I'm six months pregnant. So right now I am being kind to myself, which is in the opposite of what I like, that's really hard as well to try and be kind to myself, considering, before I had kids, I would play 2 netball games a week, I ran to 6k runs, 12 K runs, and I did three F45 in gym sessions a week, that is a lot. We're talking like AM/PM mixing it up. And I'd probably do like four walks. So there was so much training in there. And you know, that helps mindset and flow and business. And what it does do especially now like I do a lot less, but I still do. So now I cut the pregnancy out. But I would do two runs a week that are around 5 to 4 to six Km's I would say two runs. And then I would do one hitt session a week. And probably a couple of walks. So with my kids, they don't really like walks. They're kind of like just, you know, haphazard, and they're little, they're just like weird walks. But they want to walk so that's fine. But what it does do is it releases positive endorphins. And I can feel it, right, which makes me want to show up in a particular way and just really, like brings life to my personality and gives you that or like natural dopamine here, which I feel like in business, you do need a release. And that keeps my mindset, great. I don't go to therapy, I don't go to counselling. I don't like that - gym is my therapy. And I stand so strong behind that. I love it. And I have a beautiful community there too.
Erin Davis
Yeah, and I think that's why I love trail running. It's the community that we run with, I have developed some beautiful friendships there that are separate to my business and my accounting world. And we're just able to run, we're able to connect back into nature, we're able to ground ourselves, we're able to listen to the birds and the trees, and most of the time see the sunrise. So we see the sun coming up. And I feel like that is such a great space for allowing creativity to flow. And just to slow down. Like even though we're running and we were moving and we're going fast, it just gives you a moment to slow and do something different.
Hayley Osborne
I feel like Yeah, I think staying in flow you do need as a business owner to have some sort of output that isn't just business because that's what gets you in a wrap. And then I find too that you get so caught up in your own space that you're not able to see exactly what's happening or what's in front of you because you're just so in it all the time. And then the overwhelm starts to come in and the self doubt starts to show up even stronger. So then you can't show up as your best self and serve the clients that you're here to serve. Yeah, I definitely believe that so yeah, that that's how we connected over sports initially which I love. But I have a little thing if the confidence in mindset thing is a struggle, especially when it comes to putting yourself out there. There's something on my website that can help and it is a masterclass where I'm teaching you how to plan your content, how to elevate and optimise it as well. And you can download that on my website, which is www.haleyosbourne.com But that will help set up that pillar of confidence for you. If you don't train yet, now, after this conversation, maybe you will then go into the gym.
Erin Davis
But yeah, like we were talking before, before we jumped on that we’re so aligned in our businesses, because the financial confidence comes when you have all of the pieces together in your business, particularly around that messaging and the storytelling and the evolution of your business and putting it out there. When you have all of those pieces working together, you are just able to show up in your business and thrive.
Hayley Osborne
Yeah, yeah. I think so. And also, like you said before, when you're so close to things, sometimes you can't see them anymore. And I think there's real power in saying I need help, whether that is with marketing messaging, whether that's with products or services, or, you know, getting your marketing foundations right, or if it's being honest with yourself around your finances, like what you do, I think yeah that is empowering all of that, isn't it together? And it's sort of like the chicken and the egg. What part do you put first, but if you don't have your messaging, right, and you don't have that storytelling, right, then it's like throwing money at the walls, spaghetti at the wall, as you say, that you're really not achieving what you need to achieve.
Erin Davis
Yeah, I love that. Yeah, we're, we're, we're very well connected in that space. Because we think along the same lines, I think in different areas, but we've got the same philosophy of where you need to ask for help and sticking in your zone of genius.
Hayley Osborne
Yeah, I have a saying in my business where I also have this at the top of notepads, like branded notepads that I send out to people and little post its, thank you, postcards and things, and it's done is better than perfect. And so if you can have that mentality, when you show up, that Done is better than perfect, you will be more likely to show up across your marketing. I mean, that's my zone of genius. What you would do if you were to wait until it was perfect, because perfect never comes. And how you start is definitely not how you finish. And so you will morph and change as you grow as a person. And so should your business as you learn and educate yourself in that regard. And so I think that's a massive thing to remember that Done is better than perfect - show up even when you're not ready, because it's going to change anyway. And so I know that you're just starting this podcast, which is so cool. I've got a few episodes under my belt now but the music that I started with now has changed. So my intro and outro music has changed the introduction to my podcast, my message on my introduction to my podcast has changed from the beginning. And so, like you're starting this, and it's so awesome to put yourself out there and give what the world needs what you have to offer. But Done is better than perfect. So just don't worry about it, it's hard learning new things.
Erin Daivs
But it's such a sense of achievement that it will make you strive for more, you know, and I have really found that with working with you that I haven't really had to learn anything new for such a long time. I know tax law and I know GST and I know all the compliance and while there's things always changing in that space and you need to keep up to date, I haven't actually had to learn it from scratch. Through the work that we've done together. I've had to learn stuff. And by golly, it's been hard.
Hayley Osborne
I kept on you like a tonne of bricks but kind of like I have a very black and white personality. And that's probably why we got along so well. But it's do the thing. Here's how you do the thing. Here's the thing to do,now go and do the thing. Okay. I'm going to do it, I'm going lie, that's the whole thing, isn't it when you are in business and whether it's money, mindset, confidence, marketing, anything at all. If it's not your zone of genius, then you need to be confident enough to ask for help.
Erin Davis
Yeah, yeah. So how do you think small business owners can really make storytelling their superpower in their business?
Hayley Osborne
Oh my gosh, this is lovely. Well, I think that selling is a key and it's just people are getting smarter as consumers. And so in order for your message to resonate with the people that you want it to, you've got to get really good at storytelling, being able to go back to what that origin story is of yours and be able to tell it well, with a really clever hook to get people in a really great story. A non salesy call to action, there's an art in that. And so practice makes perfect. You've got to separate yourself from your business to be able to go back and create a plan on what your stories are. So I think the first place to start around storytelling is to create a few caption categories for yourself and photo topics, right. And then once you've got those caption categories, they then form the basis of the content that you're prepared to share. And I'm talking about throughout your marketing, so not just social media, but that is predominantly what most small business owners do, because it is free. And I think, oh my god, it's free. Why isn't everyone just showing up, with their whole heart and their whole story, this is like, the generations ago, we never, they never had this, like my grandparents had a motorbike shop and a such a long time ago, and they would have just letterbox drop because TV commercials would have been too expensive. newspaper advertising would have been too expensive. And word of mouth would have been a thing. But now we have this beautiful platform to use. Why aren't business owners, more business owners being more strategic to come up with better storytelling. The old way of selling is like throwing water balloons at a porcupine on your social media, it's just not going to work or anywhere. It's the currency of humanity when you learn how to be a storyteller.
And people are nosy too, right. So you want to get your story down pat, and to be able to say it and sing it well with conviction because it is your origin story and how you started. I like to use the analogy of working with villains and superheroes. Because I have a membership called superhero marketing. I have a small course that’s starting soon called superhero storytelling, and everything is kind of superhero because you are the superhero in your own business. And so I think that it's important to show up in that way. And if that's what helps to be able to think about it like that analogy of yourself, I feel like you can craft better stories. But yeah, getting those foundations right is super important. That was the question that you asked me, right? I think so. But that was pretty cool anyway.
Erin Davis
But I love that because like we said before, if you don't have the storytelling down pat, and you don't have the marketing happening in your business, to showcase what it is that you have to offer, then whatever you're doing is throwing money at the wall,spaghetti at the wall, it's not going to land, which then is a ripple effect, because you're not getting the outcomes that you want, which then cycles into you're spending more and more money but not generating sales, creating overwhelm, creating stress, financial stress, and then everything explodes. And because we're women, everything is connected, you then take it home and you're cranky and angry and frustrated with the ones that you love, because your business is not generating income. Because you don't have the strategy and you don't have the plan, I suppose of how to create or generate the sales.
Hayley Osborne
I think too, yeah, when so my thing is when you've got your marketing foundation set up, when you've got your digital assets in complete alignment, your social media is consistent and tells a story, and you're talking with people, not at people, everything kind of lines up. But that's the sticky bit I find a lot with businesses that I work with is that they don't know what their marketing foundations are to be able to do the rest. And so the storytelling part is part of that initial like building block. You've got your story down pat.
Erin Davis
I do now. So to finish up, how do you redefine success that aligns with your personal and your business values as a woman in business
Hayley Osborne
Well, that's a really interesting question because I have been, it's a question which challenged me over the last few years. And now more than ever success to me looks like time with my kids. And that is like such a defining moment. And I've been able to structure my week now, in a way where I obviously have built a very big business, but my children are still so little that they need me. And so I don't work on some days of the week, my children don't go to childcare, they are cared for by my mum, or my mother in law. And, you know, I think that's a beautiful thing. And then the other days, they're with me. And so my definition of success, yes, I consider myself to be successful, because of the time I've been able to carve out in my week to spend with my kids. And I think that's such a beautiful definition of success, the money comes, and it does and it will continue to do so. And I've been able to then incorporate other things to help me in my day to day that allow that time freedom thing like cleaners, and lawnmower men, and you know, just the way we run our day to day life. That is success for me. And so that would be what my definition of success is. And that's really beautiful.
Erin Davis
And while we talk about money a lot, money is just the facilitator. It's not the thing. So many are creating money running a successful business, because if you're not making a profit, then you're really not in business. Successful is running a successful business that allows you to draw a good wage and a return on your investment, as in your business investment, then allows you to create the life that you want. And for you, that's time with your kids, that's having the cleaner, having the mower man, so then it frees up your time. So creating the financial freedom through financial literacy and good business skills, and great marketing, everything is all connected. It's then allowed you to have the life that you want.
Hayley Osborne
Yeah, and don't get me wrong, like I work really hard long hours too, but I do also have a full time employee in my business now. And I've been in business for nearly seven years. And so I have done those hard yards. So it's like that hard life versus soft life. Right? The hard life comes at the start when you've got to like balls to the wall. And I mean, I still have balls to the wall. I still do and my goals have just grown and continue to get larger. So I don't think the stress ever goes away. It just forms into different vessels.
Erin Davis
Yeah, yeah. But if you have the structure, and the things are right in the back end, at the beginning, then it allows you to scale and morph and change and flow and move in that direction as your business and your family and you evolve.
Hayley Osborne
Yeah, absolutely. That would be what I'd say is freedom.
Erin Davis
I love that. So good. So good. Well, thank you very much Haley for sharing your wisdom. I have loved that we connected and I have loved that you have helped me progress my business and allowed me to shine in the space where I feel most comfortable. Have you got anything else that you want to add? Or where can our listeners find you?
Hayley Osborne
Yes. So you can find me at www.haleyosborne.com on Instagram, it's https://www.instagram.com/hayleykosborne/ And I'm kind of that's me everywhere. If you Google my name, you'll find me. There is a couple of cool little freebies. On my website. If people are wondering how they go about starting a small business marketing plan. I have a checklist. There's 10 Essentials there that you need to start a marketing plan and that's on my website. And there's also a masterclass where you can get to know me a bit better. It's free. It's how to plan, elevate and optimise your social media because the foundations are the part that you need to get right for everything else to bloom. So that's how you can find me, come stalk me, connect with me. Instagram is my favourite place, but I'm everywhere. So just Google my name.
Erin Davis
Perfect. Well, thank you very much, Hayley. And I can't wait to share this with all of our listeners and I know that they are going to love you just as much as I do. Thank you
