We caught up with the brilliant and insightful Joyce Layman a few weeks ago and have shared our conversation below.

Hi Joyce, thanks for joining us today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

The online world is constantly changing. What worked last year, or even last month, to market your business has evolved, and it seems the same is true for offers. In the ‘coaching’ world, there’s been a noticeable shift from high-ticket models to membership-based approaches. During the pandemic and into 2021, high-ticket offerings seemed to dominate. However, over the last two years, I’ve noticed a growing sentiment among online-focused entrepreneurs. They’re expressing frustration with the cost of signature programs that often overpromise and underdeliver. This trend has become more apparent as ads for membership models are appearing more frequently, and online discussions increasingly mention this approach.

As someone who regularly participates in online summits and collaborates with other experts, I’ve observed a rise in micro-offers and membership upsells. Membership models are appealing to a broader audience because they require a smaller investment and offer the flexibility to stay as long (or as short) as desired.

This trend really resonated with me last year when I turned 59. I love my work but was seeking ways to scale my business differently. After thorough research and reflection, I decided to integrate a membership model into my suite of offers. In the fast-changing online coaching industry, I aim to be an early adopter, staying ahead of trends. This strategic approach allows me to adapt quickly, continue delivering value, and, most importantly, provide a sustainable and scalable way to reach and support more clients.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

Launching my coaching and training business in 2008 was the beginning of an incredible journey that’s now spanned over 30+ years in the business world. This shift from a career in sales wasn’t just about changing jobs; it was about embracing a whole new mindset and approach to life. The “Investment in Excellence” program in 2005 opened my eyes to how our conscious and subconscious thoughts shape our outcomes, boosting my confidence to tackle new opportunities. In turn, it led to launching a speaking/training business and receiving an invitation to speak at TEDx – a testament to my journey with comfort zones.

The TEDx talk inspired my first book, “Just Another Leap,” followed by “Your Connecting Advantage,” offering a strategic guide to building brands and networks. In 2020, I adapted my business to the online world, leveraging everything I’d learned since 2008. My superpower is showing clients how to attract and connect with their ideal clients online so they can generate more leads and make a bigger impact doing what they love…without getting overwhelmed in the process. All too often, I see people searching for the ‘magic bullet’ online business strategies. Hoping something sticks is not a strategy. I emphasize building a solid foundation first (brand, offers, marketing, and systems) – it’s the key to sustainable and scalable success.

Two years ago, I recognized the power of AI and have since integrated it into my offers, including the “Visibility Kickstart Club,” the “Visibility Builders Society” memberships, and “The Incubator,” my signature group program. These are designed to blend foundational strategies with simplicity and human connection.

I’m most proud of how I’ve embraced technology, transforming from someone who used to cringe at it to actively seeking out the best platforms for any task or goal. Sharing these insights with my clients helps them use technology to their advantage. Watching my clients grow, not just in confidence but also in their businesses, by implementing even one strategy is incredibly rewarding. Even though my primary focus is coaching, I still have corporate clients reaching out to me for speaking and training opportunities since mindset and change are hot topics.

My mission is to empower others to build a brand and business they love, guiding them through comfort zones and leveraging technology. It’s about blending smart strategy with practical tools, helping them excel in their fields.

Can you share a story from your journey that illustrates your resilience?

Being an entrepreneur means you get pretty good at juggling. But nothing could’ve prepared me for what hit in March 2020. I’d been through some tough times before, losing my dad in 2006, my mom in 2008, and then my beloved mare in a barn fire on Christmas night in 2012. But all that didn’t even come close to this.

My brother was 58, in business development for a local utility, volunteered for several organizations, and was never sick. So, when his neighbor called to say he was rushed to the hospital, unresponsive, I was in shock. Driving through rush hour traffic, I kept thinking this was going to be one of those crazy stories we’d laugh about later. But it wasn’t. When I got to the ER, the doctors told me they wanted to prep him for exploratory surgery. I made it just in time to say “I love you” before he slipped away.

The grief was overwhelming, which seemed odd because I’d been through loss before. My naturopath said my nervous system was overloaded. Then, as if that wasn’t enough, the world went into lockdown, and all my speaking contracts for 2020 were canceled. No clients, no income. Some days, I only wanted to cry on the couch, but that wasn’t an option.

My naturopath recommended a counselor – a first for me. Turns out, I was dealing with PTSD from the barn fire and losing my brother. With the support of my family and friends, I started to find my way through it all. I took time to reflect and choose a new direction for my business. This experience taught me that even during difficult times, there are opportunities.

What’s been the most effective strategy for growing your clientele?

When it comes to speaking and training opportunities, I mainly connect with clients through referrals, speakers bureaus, and the relationship-based marketing strategies I had in place before 2020. These channels have been reliable sources for new engagements.

For attracting 1:1 and group coaching clients, I use a strategy that I also teach to others: a blend of visibility and relationship building using multiple channels. Establishing a solid online presence is the first step, as it opens up numerous ways for potential clients to find you (and for you to find them). Once you’ve established your online presence, the next step is outreach. It’s important to understand that simply posting content on social media isn’t enough to drive sales unless you have a large following, a proven offer, and solid sales funnel in place to do the heavy lifting. Even at that, you still need to talk to people to ensure they are a fit for your offers or services. That’s the hard part for most entrepreneurs because they are great at what they do but they don’t like sales.

In today’s world you have lots of options to make connections. This could be via social media, at networking events both in person and online, through mutual business connections, or even through past clients. You never know where a connection will lead, so reach out first with the intent to add value and be open to possibilities (no cold pitches). Track all of your connections and follow up!

In the last year, I’ve been a featured expert in thirteen online summits and bundles, as well as numerous podcast guest opportunities. This approach has been instrumental in leveraging other people’s audiences to grow my email list, grow my network, and find clients. Just as in speaking, it adds to your credibility when someone else is promoting you. People who opt in for an offer, free or paid, tend to be further along in their buying journey. That’s where a well thought out email nurturing strategy combined with connecting with those same people on social media is a must to build relationships. Through this, I often find great opportunities for collaborating with others and, of course, welcoming new clients. The bonus is that it takes the awkward salesy part out of sales. My approach is really about making genuine connections and giving real value because that sparks new opportunities.

Contact Info:

• Website: www.joycelayman.com
• Instagram: www.instagram.com/joycelayman
• Facebook: www.facebook.com/joycelayman
• Linkedin: www.linkedin.com/in/joycelayman
• Youtube: www.youtube.com/@joycelayman
• Other: GIPHY: www.giphy.com/joycelayman (518.6 million views are the latest stats)