On the 304th episode of The Copywriter Club Podcast, Rick Mulready jumps back on the show to talk about the changes and pivots he’s made over the last few years. Rick is a 7-figure business coach, online ads expert, and podcast host who has shifted to providing just one offer to his audience. This episode will walk through how he’s able to sustain his business with one offer while working just 25 hours a week.
Here’s how the episode goes:
Why he decided to pivot from FB ads to online business coaching.
How he combined two offers into one signature offer for his business.
What struggles he had along the way and how he overcame them (hint: mindset).
Lost in identity and finding the direction you want your business to go.
How to create profitable and optimized offers for your business – what’s needed to make them successful?
How to effectively listen to the needs of your audience and finding out what they need and want.
What does growth and success really look like?
Are you subconsciously sabotaging your business and revenue?
The effects of burnout and how to redefine how you approach your business vision.
Getting stuck in the dark and coping with anxiety and depression.
What does it take to work 25 hours a week?
Building a sustainable team that aligns with your values and personality.
What is the most valuable aspect of a business?
How to scale a business with just one high-ticket offer?
Do you need to launch forever?
Niche vs broad – where should you start?
Tune into the episode or read the transcript below.
The people and stuff we mentioned on the show:
The Accelerator Waitlist
Join the Flip the Switch Workshop
The Copywriter Think Tank
Kira’s website
Rob’s website
Rick's website
The Copywriter Club Facebook Group
The Copywriter Underground
Free month of Brain.FM
Episode 88
Full Transcript:
Rob Marsh: You ever get tired of what you're doing? Maybe you've been working in a particular niche so long that it's not just easy, but almost boring, or maybe you've been working with a particular client and it has become so familiar that every time you sit down to write for them, you're seated solidly in the middle of your comfort zone and you're not really growing. Maybe you're feeling stuck. Our guest on The Copywriter Club podcast today is business coach and online ads expert, Rick Mulready. Rick has made a massive shift in his business since we last spoke to him and we wanted to find out why. And as we talked with Rick, we also got his advice on creating offers, mindset and how someone's starting out today could create a business a lot like Rick's. I think you're going to like this one.
Kira Hug: But before we jump into Rick's interview, we want to share a little bit about The Copywriter Accelerator program, which we are really excited to kick off this fall. So, Rob, I'm curious what you like the most about this program.
Rob Marsh: So I like a lot of things, especially the community. And that's one thing that we hear over and over, is people talk about the two or three copywriters that they connect with, that they stay connected with for years afterwards. But two things that we've done recently, we reconfigured all of the content, rewrote everything the last time we ran the Accelerator and this time we are adding the training program, the workshop series that we just did, the P-7 training. I know that's kind of a secret. It's going to be a bonus as part of it, but if you're a podcast listener, maybe we just let that out of the bag. There is so, so much good stuff here to help somebody build a business. If you're struggling at all, if you're trying to figure out a new niche, if you're trying to just figure out how to make this all work, this is a killer program to help you do it.
Kira Hug: Yes. And this is a program that we refer back to all the time. So when we're talking to some of our think tank members who are at a different level and have been in their business for three to five years, oftentimes we say, "Okay, go back and focus on this part, your processes and go back into the Accelerator content." So I feel like it really is everything you need on the business end to put together a copywriting business.
And it's so foundational that I revisit it frequently. And I remind other copywriters at multiple, different levels in their business to also go back and revisit those business builders, because it's critical to what we're doing, especially as we pivot. And we know that running a business in 2022 requires a lot of pivots, which we'll talk about with Rick today. So every time you pivot, you need to revisit parts of your business to make sure that it's working for you. Even if it was working a couple of years ago, it might not be working for you today. So I like it, I guess clearly I'm biased, but I feel really good about this program.
Rob Marsh: It's a great program. If you want to get on the waitlist or if you're listening to this maybe a week or so after this episode has come out, the Accelerator is actually open. Go check out thecopywriterAccelerator.com or if you're on our list, look for those emails promoting some of the workshops and the things that we're offering around it, but make sure you check it out. Okay. Let's hear from Rick about how he's completely changed his business over the last three years since we last spoke to him on this podcast.
Kira Hug: All right. So Rick, usually we ask you your entire story, but we were able to capture your story in episode 88.
Rick Mulready: Cool. Long time ago.
Kira Hug: Yeah. So I would love to hear, to kick this off. You've had some pivots, some transitions in your business?
Rick Mulready: Yup.
Kira Hug: Last time we spoke to you, we were talking about Facebook ads and you shifted in your business. So I would love to know what was the catalyst for those shifts as a starting point.
Rick Mulready: Yeah, I think it was... Well, number one, to be completely honest, I was kind of tired of talking about Facebook ads all the time, honestly. And...
Rob Marsh: How could you be tired of that fascinating, scintillating topic?
Rick Mulready: Okay. Talking about this again. And I mean, I can teach ads even today. I can teach ads to anybody and I truly do love it, but at the same time, I was like, "Ooh, I want to talk about something else." And so it just became this thing where I was starting to get questions more and more from... So right now, my only offer as of recording this, is my Accelerator coaching program. I've had it around for years, but years ago was the shell, a very small shell of what it is today. And so I remember sort of the aha moment for me was, I was sitting in a conference room where I had sort of a live event for the members and it at back then, this was four years ago, I think it was, it was just ads related. And they kept coming to me and saying, "My ads aren't working, my ads aren't working." And when we would dive into it, because they thought there was something wrong with their ads set up or, "I'm doing something wrong there."
Rick Mulready: And so they're like, "Well I'm not getting leads or I'm getting leads but the costs are way too high." And so when we dove into it, nine, well almost 10 times out of 10, it was basic marketing stuff. They didn't understand their target audience. They didn't understand how to solve the problem that the target audience had. And it was just basic foundational marketing stuff that they didn't understand. And on top of that, there was a whole bunch of mindset stuff going on, meaning like, "Oh, this doesn't work." Facebook ads stink. It's like, "Well, no. They work and you have to keep testing." And so long story short is that was sort of the catalyst of me starting to take a step back. And on the flip side of that, when people started getting success with their ads, they would be like, "Holy cow, my business is growing so fast, I'm working 14 hours a day. What do I do? How do I grow a team or what have you?"
Rick Mulready: And then at that point I'm rubbing my hands together like I'm doing on video right now. Like, "All right, let's get into that. I love talking about that." And so what I decided to do is like, "You know what? I'm going to start to expand beyond just talking about ads." And sort of my focus group, if you will, was my podcast. And so I was like, "I'm not going to make a name change or anything like that, I'm just going to start to sprinkle in these other topics, mindset or whatever and just kind of gauge the interest of listeners and listen to their feedback." And it was all positive. It was all really, really good. And so that was sort of the catalyst, if you will, of me beginning to expand, and I'm more than happy to talk about how that translated into different offers and so forth. But that was sort of how it started to come about.
Rob Marsh: Yeah. This is actually a really interesting topic for me, because Kira and I talked to a lot of copywriters who want to grow beyond the basic thing that we do, copywriting for clients. That one-on-one relationship, but a lot of people have the questions like, "How do I take those first steps? Can you only grow out of experience or you start trying things and experiment and see what works and maybe you're not always right, sometimes you're wrong." So how did that work for you, Rick? And there's a lot of mindset stuff going on just even with making that shift.
Rick Mulready: Yeah, for sure. Because up until that point, I was known as, "The Facebook ads guy." And so, number one, I had this whole identity thing where I was like, "Who am I if I'm not just the Facebook ads person?" And then it was like, "Well, people still want to learn from me when I'm still talking about ads, but I'm also talking about these other things too." And so Rob,
