Kristen Boss headshot

Ep. 308: Create a Social Platform with a Purpose with Kristen Boss

Every day I hear from people who are struggling with social media. It’s overwhelming to them to think of having to be everywhere, they’re intimidated by it, or they can’t stand the thought of adding to the noise.

This is something I can totally relate to, which is why I’m so excited to have my guest Kristen Boss on the podcast today.

Kristen is a mindset and business coach who specializes in helping women build their influence and grow successful businesses that deeply align with their purpose.

Kristen is going to break down how to use social media in a strategic way. Her method eliminates the hustle and incorporates your most authentic self, which I love. I think you’re all going to love this episode, so let’s get started!

Kristen and I talk about:

  • The biggest missed opportunities that Kristen sees entrepreneurs make
  • The 5 essential things you need to have on a social media platform
  • Common mindset blocks that hold people back
  • How to be authentic in your business
  • Kristen’s advice for someone struggling to get traction in their side hustle
  • The belief Kristen had to change about herself to get where she is today

My favorite quotes from Kristen:

  • “People come online to shop, not to be sold to.”
  • “You have relational equity with key people and you need to be really targeting your people.”
  • “If you are an entrepreneur, you're a problem solver in the marketplace.”
  • “You don't have to get it right. Get it going.”
  • “You're going to get real clear, real fast when you start actually taking action.”
  • “You have to be able to evoke emotion from your reader in a way that says, Oh man, she gets me and she can solve my problems.”
  • “Where your focus goes, energy flows”
  • “Are you going to show up with the belief that I'm essential and what I offer is essential and I'm going to make it known and serve people really well.”
  • “Paying an expert is worth removing this pain that I'm experiencing to shortcut my success.”
  • “What if you can have massive success without hustling your butt off for it?”

Shannon Mattern: Kristen. Thank you so much for being here on pep talks for side hustlers. Can you share a little bit more with our audience about you and what you do?

Kristen Boss: Yeah, absolutely. So thanks for having me thrilled to be here. So I am a business and mindset coach that specifically helps people in the social selling world and I teach them how to authentically build a strong online social presence and brand so that they can grow market and sell in the modern social media landscape and do it from a place of purpose that feels authentic and make massive profits. So it is the best. I love it. I've had more than 15 years experience in the product and service based industry, been a multiple owner for a long time. So it's fun. Good work. You are speaking my language when you're talking about being authentic and profitable and all those things. So I want to dig into that a little bit later, but first I want to hear, you know, how did you, um, how did you get started?

Kristen Boss: What, what brought you to, um, creating, becoming boss? Yeah, so I was a hairstylist for 15 years. So I've been working with women for ever, and there was a kind of a running joke with a bunch of my clients. Like you should be a life coach, you should be this and that. And I was always doing something on the side too, for an outlet. I'm kind of a, I'm an Enneagram threes. I'm always looking to just be busy, busy, busy, and produce. And it's so fun. So I sold clothing. I did products in network marketing. I started a wedding business, I so many things. And so, uh, what was happening, there was a pattern where people were calling me and starting to ask me, Hey, can I run this by you? Can I get your thoughts on this? Hey, what do you think about this?

Kristen Boss: And I really became fascinated with social media about two and a half, three years ago. And I just immersed myself into marketing, branding sales, and really marketing is just where psychology and creativity meet. And it was the perfect blend of everything. I love understanding people and showing up creatively online. I, I love it. And it kind of just evolved into this. And I was like, Oh, there's a real need here in the marketplace. And people are asking me to do this all the time. So I need to really step into this. Uh, I was just like, she's an Enneagram three. Of course she is like, I like me too. I get so excited. You're the second person I've interviewed this week that that's told me that I'm like, yes, I'm calling in my people to this. I joke I don't even have a wing. I'm like, no, I'm a purist straight three, three.

Kristen Boss: I love it. So tell, tell me a little bit more about social selling and, and what you mean by that. Yeah. So that is where you are selling a product or a service, whether through affiliate marketing, brand partnerships, direct sales coaching, it is where you are leveraging your social media presence to sell something to your marketplace or your audience. That makes total sense. And since I am terrible about social media and my social media presence, I would say I am not the poster child for a great social media presence. Um, but so tell me like, what are some of the things, biggest mistakes that you see people making on social media, maybe biggest missed opportunities. Oh yeah. That you're saying. So not having a social media is a definitely like missed opportunity, especially in today's day and age with like COVID-19 and everyone turns in the online space.

Kristen Boss: And right now I've been telling, I've been telling my students and clients and community, this saying people now go online to shop on Instagram. It is now social norm to sell on social media and to purchase on social media. So it's no longer people are getting irritated. That selling has happened on the platform. People come online to shop, but they don't come online to feel sold to. So it's really important. You, you differentiate selling versus serving. And I see five massive problems. And I, and I teach this to all my students and I have an online course about this, but I teach about the five essential things you need to have on a platform that makes sense. And it's based on the five biggest mistakes I see people make. And the first one is people don't, aren't really operating from their purpose. They're very outcome driven.

Kristen Boss: You know, everyone says you need to have a why. And when I ask people, tell me your why. They're like, well, you know, I want time, freedom pay off debt. Leave my nine to five. I'm like, well, that's an outcome. That's a goal. Your why is your, is what makes you want to wake up in the morning? It's why you serve people and people don't buy what you have until they know why you do it. And they don't buy your product or service because they want to see you drive away in a new car. They want to, they want to buy it because they align and relate with why you want to show up in the world. People love purchasing from someone that's like, yes, she has my core value. She serves people in this way. She clearly is doing this from a place of joy and purpose, which is how we need to be showing up in the marketplace.

Kristen Boss: That's when you actually have a brand that people relate to and like, and they purchase from you. So first one people are outcome driven instead of purpose driven. The second one is they don't, they don't know their niche. They just kind of have a spaghetti strategy. They think, well, anybody can benefit from my product or most people can. And the truth is a marketing. If you're talking to everybody, you're really talking to nobody. So it waters down your content. It makes it less strategic. And people, you have relational equity with key people and you need to be really targeting your people. And if you find yourself moving into the place of, well, I need to talk to everybody. That's actually operating from a place of lack and scarcity that tells me you have the belief that there aren't enough people out there in your target audience that want what you have.

Kristen Boss: And that's actually in the world of social media. If you want to look at Facebook, there's millions of Facebook groups that I'm going to call niche groups. There are people that have specific interests and you can find the most obscure group on the planet that has like 10,000 people in there. So don't tell me like, there's not enough market in your niche. So speaking to too many people, instead of the right people, the third one would be, they make themselves the hero of the story. Instead of the guide, they make their social media incredibly me-centered. And it used to be able to be that way. Two, three years ago, you could just say me, my eye, my story us well now readers want to put themselves into the story. They want to see there. If you are an entrepreneur, you're a problem solver in the marketplace.

Kristen Boss: And in order to be seen as a problem solver, you need to be seen as a guide, not a hero. And so if your language is all, I, me, my it's a self serving platform. So the platforms that do the best are the ones that are, that are reader focused that are audience focused. So not being a guide, they're being the hero and then not having a plan. So they're just kind of throwing things out, throwing offers out, not having a clear, um, I'm going to call funnel and I'm not talking a fancy paid funnel, but a way of like, how do I draw my people to me, what's the first free micro problem I can solve before they trust me to pay them for a macro problem. And then, and then from there being like, okay, how do I win their trust? How do I put enough deposits in my relational account with them in order to make a withdrawal by asking for a payment or, or for them to pay me for something.

Kristen Boss: So not having a plan. And then the, the fifth biggest mistake is not having intentional, purposeful, like not being a good copywriter. And I'm talking to like business owners, not someone that's like, Oh, I'm just kind of an influencer for fun. But like you have to write strategic, good content and do it purposely and intentionally speaking to your target market. And I want to say the number one thing I hear people struggle with is I just don't know how to write contents really overwhelming to me. I try something, I sit with it, I delete it. And I relater, I'm more confused than ever it's because overwhelm happens when your brain doesn't know where to focus and you know where to focus when you know what I do, how I help and who I help and what problem I'm solving, when you understand those things, it creates a great content. So writing great, meaningful content. So those are the five biggest mistakes I see in social platforms.

Shannon Mattern: Oh my gosh. So the one I think that I can resonate with the most, as far as like what holds me back from really showing up big on social media. And I know my audience can relate to this too, is, you know, I thought I had to be the hero of the story and that does not feel good. So therefore, I don't want to be over there doing that, talking about myself the whole time, because that feels like, and you know what you're saying? No, that's not what you need to be doing. You need to be there like holding your audience's hand. And it's not about you, it's about them. And if you can show up in a way that, um, which is how I do all of my other marketing. So I don't know why I'm like, Oh, Instagram's different in there. I have to be like me over there and not like really customer focused.

Shannon Mattern: So I find that fascinating. So I can just really identify with like, Oh, I had some beliefs about what I was supposed to be doing there. That just aren't true, which is why I'm like, Oh, I'll focus on podcasts, email list, building, you know, a lot of different ways other than, um, you know, using social media to just build relationships and different things, but not really going all in on like building my own audience there. So, um, gosh, that's such, that's so that's so enlightening to me. Cause I'm just like, I can't with Instagram. I just can't believe, you know? Yeah. I think it takes the pressure off when you realize, Oh, it doesn't have to be all about me. And like, it's not saying your hero's story. Isn't important. It's actually what creates you? It gives you the ability to have empathy for your audience.

Shannon Mattern: They're like, she's walked a mile in my shoes. She can help me, but it's to say like, Hey, I've walked a mile in your shoes. So therefore I have a couple of things in my back pocket that I can give you to help you so that you don't have to suffer or have as long as a frustrating journey as I did, you know? Right. Exactly. Exactly. Oh, so, so good. So, um, you know, let's talk about platforms. Cause I get this question all the time. Like which platform should I be on? Or I don't want to be on all of them or I don't, you know, all of those things. So what do you say to people who are, um, trying to figure out the best place, uh, for them to be spending their time or, or is there a best place I guess I should ask.

Shannon Mattern: Yeah. So everyone's gonna have a different philosophy about this. And so my philosophy is like, where is your target market hanging out? Where are they looking to solve their problems? I find that Instagram can be a one sided platform where your audience is engaging with you, but they're not necessarily engaging with each other, like the followers of one particular influencer. They're not creating a community around that influencer. It's very, very one sided where I believe things are done better in communities. So I typically say, well, where's your mom, where's your target market audience hanging out. And like I said, Facebook groups are pretty much niche groups where you can be going in and making real relational connections with people that value what you are bringing to the marketplace in an organic and authentic way. Um, but do start with one platform, work on one, master it, get profit from it.

Kristen Boss: And then when you are generating profit, then focus. And I think people think, Oh, I need to create content for my email list. My Facebook group, my Instagram, and then they get content overwhelm. Well, you don't, you can actually repurpose content. And so what my philosophy is, I grew my business and in Facebook through my Facebook group, because I knew that that's where people were looking to help solve their problems. I knew entrepreneurs want to connect with entrepreneurs and ask questions. So I created that group monetized it really well that's I call it my incubator. And then on Instagram I share, I use that as like a lure for people to be like, Oh, she's my person. And then I use Instagram as a funnel feeling like, Hey, you should go check out my Facebook group. Hey, you should go in there. I'm doing a live training. So it really is like, where are you already getting traction? Put your focus there. And it's better because when you diffuse you, if you have too much effort going into in different places, it waters down your, uh, your ability to get further. So choose one, get speed, get profit, and then start expanding.

Shannon Mattern: So I love talking about tactics and things like that, but I know, and I'm sure you know this too, you know, we can know all the things, but if we have mindset issues that are, that we don't know, we have, it's going to stop us from moving forward with any of the things that we want to do.

Kristen Boss: So can you share with me

Shannon Mattern: One of the common mindsets that you see with your clients and members and yeah.

Kristen Boss: Your community that really like hold them back

Shannon Mattern: Back from, from getting the outcomes that, that they say that they want. Yeah.

Kristen Boss: I think there's two primary ones. One is the perfectionist, you know, they're, they're so caught up in having it done right. And perfectly and well that if it's not done, right, it's not going to be done at all. And my saying is like, you don't have to get it right. Get it going. I mean, and my students, they, they were so relieved yesterday when they saw me do a Facebook live and I literally had a clothing tag hanging out the back of my shirt, Hey guys, just show up. Even if you've got a clothing tag out and they're like, Oh, thank God. Like you're, you don't have to be perfect either. And I still benefited from the training. So perfectionism is just perfectionism as a pretty form of self sabotage. Yeah. And it's, it's, it's not, it doesn't serve anybody. And like there's no such thing as perfection.

Kristen Boss: And then another one is the researcher. That's the person that's like, I don't know about enough. I'm just going to go research a little bit more. And that gives you a false sense of security and actually a false sense of productivity because you're like, look at me, I'm researching. So I can do these things. And that's just staying safe. Your brain knows that. And it's a form of self deception. Like I'm working on things. It's a false sense of productivity. So it's like you learn fastest by being in action. It is so much easier to steer something that's already in. And so the faster you go, honestly, the less adjustments you need to make, but I'm like, you want clarity take action for Pete's sake. You're going to get real clear, real fast when you start actually taking action.

Shannon Mattern: Oh my gosh. I love that. I see perfectionists. I see researchers and I also see creators, you know, the people that stay in the like, Oh, I'm making the things. This is the fun part. Like building the website, building all of the stuff. And like, they just never get out of the creating piece to move on to the marketing and the selling and, and the connections and all those things, which I think has to kind of make, sometimes it goes back to perfectionism and sometimes it goes back to research, but other times it's like, Oh, I'm doing something I'm, I'm, it's that same kind of researcher thing. Like I'm doing something and I'm busy and I'm making progress. But my office does it. My office is clean. I have a gorgeous website that no one has seen. Like, yeah,

Kristen Boss: Yeah. I literally, I tell them this all the time. I'm like, no, you're not allowed to do your logo. No, you're not allowed to do your website. You need to start making money. And I use it and I, you know, honestly did that myself. I'm like, I'm not creating these things. I'm going to do this, not as a precursor for my business, but as a reward for hitting a milestone. And so people really need to have the, have the mindset of MVP, minimum, viable product to freaking get yourself out in the marketplace and start making offers and start making money, please, for the love.

Shannon Mattern: Right. And I think that there's this like, Oh, if I don't have a website, I'm not credible. Or if I don't have this and it's funny, cause this is, you know, my, my business is I teach people how to DIY their website. And I say this up to every person I talked to on this podcast. Cause it's funny. It's like, at some point I have to be like, you need to stop a, website's not a business. Like if you came here to build this and you haven't even actually like done anything yet, like, this is why you're doing things in the wrong order, right? Like you've come here to do this, you know, after you have your purpose and all of, all of those things. So I love that. You said that. And so how do you, um, how do you teach people to just like go out and make those offers, you know, from the beginning, I mean, is that part of, part of your strategy?

Kristen Boss: Yeah. And it comes down to three things, make connections, write content for your targeted audience and then make offers, have calls to action. People need to know you're open for business. I have people that are like, hi, write great content. I'm like, I just scrolled your last 10 days of content. And you don't have a single call to action in there, letting them know that you have a solution for their problem. You need to let them know I'm open for business. I'm looking to work with people. I can help you. So it's just in today's world. You just need to get out there, make connections, make offers, write good content,

Shannon Mattern: Have a call to action. Easy. It's simple. It's not just like do it. We're like, well, think about it later. Right? I clean up the mess after the fact that it's so accurate. Oh my gosh, I love it. So, um, you know, you're an entrepreneur, you own your own business. What are some of the biggest, um, biggest things that you discovered about yourself along the way and in this journey to, to building your business, to the point where it is now?

Kristen Boss: Um, I'm gonna say that when I officially decided to launch my business, it, it exploded and it grew really rapidly, but that is because I put so much value in the marketplace for a long time before I ever presented a paid offer. So that to me was an affirmation of like, Oh, all that value I was putting out there meant something to people.

Kristen Boss: And I have to encourage people. If you are building a platform and a business at the same time, it's going to be a little bit of a slower go because you're building your influence at the same time. However, if you already have influence, when you bring an offer to the marketplace, it's different. So I had years of just kind of building my influence while I was figuring myself out. And then once I figured out what I wanted, then it was like, great. I had enough influence and value in the marketplace to make an ask of people. Um, another thing was just realizing, um, I took a lot of personality tests and obviously the Enneagram being one of them, but I have my students take these words, like the Clifton five or the Clifton strengths and five strengths, your, the disc tests, the Junco personalities, all those.

Shannon Mattern: And I think it was when I came across my Clifton strengths, I was like, Oh, I'm doing exactly what I'm meant to be doing. This is okay, here we go. But, um, yeah. It's I think that, and just like, just start going, you're gonna get so much more information through experience. Like experience will teach you far more than research any day. Well, yeah. Yeah, because you know, I always tell people like, you cannot perfect something in your head. You have to put it out there in front of the people that are the people who are going to be your people. And then, you know, I'm also like, you know, don't ask your friend or your husband, or even your, even your mentor who is not, does not have the problem you solve, like what they think about your thing. Like, you need to talk to the people who are going to be the ones, buying it to figure that out.

Shannon Mattern: And the only way you can figure that out is by taking action to go find them and connect with them and build relationships with them.

Kristen Boss: Oh man, what you just said was so key. And I want to say, I think that's another error I see people make, as they get really excited being like, I'm going to be a course creator. I'm going to be a coach and they don't do any homework and they spend hours creating a course and they bring it to the market. And it's a total flop. Well that's because they did not understand, seek to understand people first, before they went and created an offer. And I did that. I remember I got this really creepy eye virus. I didn't know that these happened, but I got a weird eye virus when I started this whole thing. And it, I had to be in quarantine, literally in quarantine for 10 days.

Shannon Mattern: It was so contagious. I looked like a zombie. I looked, I was atrocious. And I spent those 10 days. I probably got on the phone with 40 people that were like my target market. And I interviewed them. I sat down with my interview question sheet, um, and I was like, okay, is this you? What do you need? And I just, I was like, well, if I can't work, I can get on a phone. And because I did that, I created something that my audience was like, Oh, we want that. Did you read our mind? Well, no, I just called a ton of you. I actually spoke to people instead of no. So, Oh my gosh. I did a, I did exactly what you said when I was a brand new entrepreneur. I didn't know any better. I didn't know. There were even really communities of entrepreneurs out there that could help me figure out business.

Shannon Mattern: I was like, full speed ahead. I'm just going to figure this out. So, um, I thought I knew what my audience needed and I built the thing and I put it out there cause I had started building an audience and I never asked them. I just knew. I'm like, I know exactly what you need next. I didn't talk to any of them. I put it out there, crickets, like no one bought it. Not like not at all. And it took me, um, just, it took me a long time to, to kind of circle back to that thing. Cause like what I offered now that sells really, really well is pretty much the same thing that that was except for. I talk about it completely differently. Talk about it in terms of the solutions that it solves for them and not what is inside of it and the things that it has and all of the, you know, all the things.

Shannon Mattern: And it's like, it took me that long on my entrepreneurial journey to like bang my head up the wall against the wall and try to do it all myself and not find a mentor and not get help just trial and error my way through it to figure out like, Oh, that's where I'm missing it. Like I'm talking to, I'm talking at them about this thing instead of like really paying attention to like how they are describing what they're going through and what they need and how they think about it. That that's again, it's the guide versus the hero, the consumer,

Kristen Boss: The hero and realizing. Yeah. And speaking to their pain people purchase for emotional reasons and nothing speaks to their emotions, like really digging in their problems and helping them see, Oh my is just not going to go away. In fact, if I don't address it, it's going to compound and magnify. So in some ways it's, in some ways it feels a little cruel in our content to like aggravate their pain point out their pain. But also we're providing the solution being like, Hey, you don't have to stay there and here's a solution I can offer you. So you have to be able to evoke emotion from your reader in a way that says, Oh man, she gets me and she can solve my problems.

Shannon Mattern: Yeah. I think it's a little bit of agitation, but it's also with empathy, you know? Well, if you're doing it like, you know, authentically in a way that you feel like, you know, the reason that I picking the stab for you is so that we can get you fully healed, not just to like provoke you or make you feel bad or make you buy from me from a place of feeling fear or whatever.

Shannon Mattern: It's just like, you know, no I've been there and I can help you. Like, or maybe I haven't been there, but I know how to help you. So I think that there's a way to do that. Um, that, that is feeling that is really authentic. So you mentioned authenticity, you know, at the beginning, what, what does that mean to you and how do you, how do you help your people like pull that out of themselves?

Kristen Boss: Yeah, it really, you know, I feel like authenticity is such a buzzword in the social media community and I think it's, they know people want that. And I, I do think there is an element of curated or false authenticity out there and I'm a little over it. I can smell it from a mile away. I'm like, that is just that's for shock value. That's still that's just to create like a look how vulnerable she's being.

Kristen Boss: And I'm like, Oh Lord, that's not, that's okay. That's not real authenticity. So I would say like authenticity is when you are bringing your, the fullest and best expression of yourself for the benefit of somebody else and solving her problem and how she feels about herself and her worth. And it's when we stop caring about what people think of us and showing up for the sake and service of our readers and re and getting out of our own way and say, you know what, me being consumed in my fear is not serving anybody. That's me going into self preservation and self preservation is selfish. And if we're entrepreneurs, we have to be willing to let go of that. Very natural instinctive, self preservation and move into service of others. And that requires vulnerability and being authentic.

Shannon Mattern: Oh, so good. You're like, I'm just like, yes, that is the journey that I found myself on just at the beginning of this year. Like I'm holding myself back because I'm scared, you know? And it's like, how is that helping anyone? You know, it's not helping me. It's not helping them. So I need to like, get that all figured out so that I can fully help people the way that I know that I can help them without fear of what will they think of me? What will they think of me for asking them for money? Like all of, all of the fears that, you know, that keep us, that keep us stuck, that really, you know, are all in our own head and have nothing to do with the reality of what's out there. So that's just, that's really, really interesting.

Kristen Boss: And I think it's what you choose to believe about your audience.

Kristen Boss: Yeah. I choose to believe that there are people actively looking for the solution I provide and that there's someone who's reading. My content is already a yes, she's keenly aware of her problems. She's sick of the problem. She's looking for an answer to the problem. So when I go go in with that belief, I'm like, well, someone's ready to say yes right now. So of course, I'm going to show up for her. Of course, I'm going to do that. And I'm going to just ignore. I remember I celebrated my first hater. I was like, I've arrived.

Shannon Mattern: Here we go. I love it. And it's, and it's also like, yes, like there are people that are ready now. And I also truly believe like there are people that are not ready now and I will be here when you're ready. Like, that's how I, and, and I also, you know, and it's just like, I know that in the online business space, there are going to be people who are never going to buy from me. They're going to hang out in my community and, you know, garner what they're there to garner. But they're just as valuable to me as the people who decide to step forward and work with me and on a deeper level, because those are the people that I'm like, you know, if I deliver and I treat them well with integrity, they are going to bring me my next best customer.

Shannon Mattern: And that's how I feel about it because, you know, people are like, Oh, you know, I built this email list and I made this offer and only the small percentage of people bought and, you know, whatever. And it's like, yeah, but think about all the rest of them. They are now going to, if you solve your problem, really, really well, you become the name attached to that solution. And they are going to go tell other people about you.

Kristen Boss: I love that. You said like in your car, that people, that aren't buying from you, you still value them. And I feel the same way. It's just, I try to think of are people that are consuming my free product. Can they still experience transformation? And the answer is yes. And I am providing transformation at the free level. I can put rest of my head on my pillow at night and say, I'm serving well, I'm helping people and meaningful to me, you know?

Shannon Mattern: Absolutely. Absolutely. And that's kind of one of the things like when you were talking earlier about, you know, you had kind of built up this bank of, I don't want to say like social capital, Goodwill. I don't know exactly how to, how to describe it. And then, you know, at some point you were like, okay, now I'm ready to like cash in on that. And let's, let's move forward. You know? And I think it's kind of, it's very similar to, um, just showing up and serving and then the right people are going to be the ones that will, we'll take the next step for you and not be afraid to give too much away for free because you know, you're like, Oh, well, you know, I should, should be getting paid for anything good that I do.

Kristen Boss: So I actually want to expand on that, that free time I have like done a training or alive or put together some freebie every time I felt a little bit of resistance of, Ooh, am I giving away too much? And I went with it anyways, where my biggest months in sales every time, and I just have to have the belief and I tell my students, this I'm like, you aren't like your free content. They're still going to need you. They're not going to arrive after five mini trainings from you. They're not going to ripe. They'll, they'll have a small transformation, but at the end, they're not going to decide, thanks. I don't need you anymore.

Shannon Mattern: There are some people that will, there are some people that'll be like, you gave me enough to like go forward. And that's awesome. But I totally agree with you. I think like, after an hour of me teaching you this, like, you still have questions about how to apply that to your specific situation, or you need to go deeper. Like, we forget that we, you know, what we know, like isn't what they know. And, you know, once they go through that, like they're still kind of processing and try to figure out how to make it work for them. And, you know, that's why you're there to go deeper with them, with your product or your TA, whatever it is that you do. So I, I just love that I've had that same experience. I'm like, ah, should I be doing this? And it's like, ah, yeah, yeah. That worked out.

Shannon Mattern: Yeah. I love it. I love it. So I want to talk, um, a little bit about just like, what's your typical day, like as a, as an entrepreneur business owner? Like, are you very, I I'm, well, Enneagram three, I'm going to have my own assumptions, but tell me like about your, your typical day. Um, yes. So I would say you're catching me on the heels of running around with my hair on fire. Cause I was, my business grew exponentially and I was kind of creating things on the fly to meet the demand and I didn't there wasn't of me to go around.

Kristen Boss: So I just came off of a season of like fully booked out clientele, launching a group coaching, launching it along online course, like just launch, launch, launch. I am just launched out. So I'm, I actually just, um, I have an assistant, I delegate as much as I can. Some of the runs, my Facebook ads, my executive assistant. Um, I try and outsource is a cleaning lady. I really just try it outsource as much as I can. So now I am starting to be a little more protective of my time. So, um, mornings I, I have in my calendar, I call it CEO self care. So I do, I make sure I get it moved. My body have some time to read, collect my thoughts. And then I'll do coaching calls for about three hours a day. Right now this week I'm doing the live mini training, uh, every day in my Facebook group. Um, I usually will sit down once a week to write an hour of just killer content, writing emails, um, just serving my people and hanging out in my Facebook group, my Instagram, but definitely probably two to three hours of intensive coaching and then vision casting, content, creating stuff like that.

Shannon Mattern: Awesome. Yeah, I do the same thing. I have a philosophy that like Mondays and mornings are mine and that's the days that I really like, I won't schedule meetings, everything like that's when my creative time is. So I do a lot of like writing and creating and just reading and you know, those types of things, um, in the morning. And I kind of save all of my commitments to other people, um, and just different things in the afternoon, which is interesting because like, I get really energized, like we're recording this like in the afternoon, but where I'm at, I'm not sure what time time zone you're in. But, um, and I just love it. I love ending my day with like really energizing conversations with people on the podcast or, you know, calls and different things. So it's

Shannon Mattern: Just, it's just such a, such a great way

Shannon Mattern: To end the day, but I wanted to touch back on, on something like, did you delegate and outsource like really early on or is that something that, um, that you like kind of stepped into later on in the business?

Kristen Boss: I definitely stepped into that. I was very much the solopreneur doing her landing pages and the tinkering on our website late at night, just trying to get the systems going. Uh, and it was just my, my motto for myself as minimum viable product profit first. And then when it made sense, I slowly started adding to my team. Um, but like I said, I had exponential growth. It grew really rapidly, very fast. So I was forced to outsource very quickly. I want to say. Um, so like I would say the first three, four months where I was kind of doing mini offers and group things and, um, building my Facebook, that was mostly me. And then once I decided to enter the world into really doing intensive high coaching, that was when

Kristen Boss: I exploded. And I brought on an assistant Facebook ads consultant and just getting really clear, um, about energy management. Like people talk a lot about time management, but it's actually about protecting your energy more, which is why I like that. You're like, I love my high energy for my calls in the afternoon. I'm the same way. Tell me more about like energy management versus time management. I have never thought of it in that, in that way before, even though it does kind of sound like maybe that's how I run my days. I think it is. Yeah, it sounds like it is. It's just where you understand that energy isn't necessarily renewable. And we all have our rhythms on when we are high energy when we're creative, when we're in flow, when we're at rest and just asking yourself what parts of my work require the most energy.

Kristen Boss: And then when am I feeling most energetic? When is it easiest for me to accept access that? And so it's assigning like high energy activities in your high energy times and low energy tasks with low energy times. So just really being, understanding yourself, your body and like, I think there's this misnomer about, Oh, you know, you need to be the 5:00 AM CEO. Well, that actually may not be true. It's just like, what are your prime hours where you bring your best energy? And I actually want to say there was a study that this, this eight hour work week that we have, I think, um, I think the true numbers is we can bring four hours of focused work and get more done than eight hours. So it's just really focusing energy and realizing when you bring energy, you actually exponentially grow, have more productivity. Oh, I love that. And I, yeah, I think that it's, that I'm definitely like I get more tired in the afternoon, but I know that like talking to people and doing things like this just like picks me right back up. So yeah, that's fascinating. I I'm going to have to look more into that concept. I really liked that. So I wanted to just touch on this. So this is going to go live later in 2020, but right now we are kind of like in the midst of a pandemic, you know, you were quarantined for real with your eyes.

Shannon Mattern: This is my second coordinate since you're a second. Um, so I just wanted to, to, you know, understand like, what are you hearing for, from your community as far as, um, you know, their thoughts on like, should I be marketing right now? Like no one's spending money. Like, you know, all of the things that, that, um, you know, I heard from my audience and I'll share with you what I've got,

Speaker 3: Tell me all the things, because

Shannon Mattern: I personally think that that's their fear all the time. This brought it

Kristen Boss: To like the top level surface. So I'd love to hear your thoughts on that. Yeah. So I think, um, when the pandemic first, first, you know, happened in quarantine really started to happening, I do think there was that like sensitivity among entrepreneurs of just like, do I sell, do I still market? And what I saw, at least with the people I followed and the action I chose to take is now as a time to just up, up your service up your impact, you know, you got a freebie, make it even bigger, make it even better, really meeting people where they are, where they're at and what I told my community, the ones that were like, people aren't buying right now, people don't have the money. It's just where your focus goes, energy flows. And so I was just like, okay, but is that your truth that you're projecting on others?

Kristen Boss: Or is that the actual truth? And here's the thing I tell people I'm like entrepreneurs problem solvers, right? Did people's problems go away during the pandemic? No. If anything, the pandemic magnified their problems and their more, or it brought to the surface, their problems that they didn't even know where that big until now they're forced to see them. They can't distract themselves with all these extracurricular activities. So now they're facing their problems. Like I have a coach that helps, um, people that struggle with emotional eating. I'm like, uh, do you think that problem went away during the pandemic? No. Now it's worse now. Now she can't get outside. Now she's home. She's got all the snacks like she needs you. And so when you show up in the marketplace being like, I am needed now more than ever, and I can show up with a real place of like genuinely caring for people with sensitivity, providing amazing free value for the people that aren't yet ready to purchase. But also let's just take into account that Peloton purchases went up by 60% during the pandemic. I bought one.

Speaker 3: I liked that bike. I buy one and I was just like, yeah.

Kristen Boss: Okay. Yes, there are some people that have changed their spending habits, but there are plenty of people, I'm sorry, but they're not buying gas. They're not doing their weekly. I don't know what I bought at target a hundred dollars once a week. I told people I'm like, there are people actually home saving money that they don't know what to do with. And like the coaching industry, the coaches that were serving exceptionally well, it's blowing up. I mean, my business blew up. It just highest sales months. And it's just where I told people. I'm like, you decide if you want to show up as an essential in a time when people are determining and the government's determining this is essential, this is not essential. So where are you going to show up with the belief that I'm essential and what I offer is essential and I'm going to make it known and serve people really well. And so this whole nobody's buying right now. I'm like, well, that's, that's not true. There are some people that aren't. Yeah. I love

Shannon Mattern: Everything that you just said. And, um, you know, I, you know, I had the initial like, Oh, wait, like, this is, this is legit. Like, things are closing down, you know, just having that initial fear. And then it was like, okay, like now it's time to show up for, for these people. Because you know, there are going to be people who are like, the sky is falling, cancel everything, conserve all of my money. And yes, those, like you said, some people are not buying, you know? And I could look back to myself five years ago before I started this business and think like, that would have been me. That would have been me in a pandemic. I would have been like, cancel Netflix. The world is ending. Like, let's, let's do this. And you know, so I made a really, um, like, like conscious decision.

Shannon Mattern: I'm like, I am not stopping any of the things that I'm doing. I am not canceling any of the tools that I use on a monthly basis. Like I am just hammer down, move forward, like business as usual, um, with even more urgency to reach more people with my great free content. And that's really what I, I, I gave the same message to my audiences. You did like, you know, people need you now more than ever. And this is your time to really like, put aside all your fear and your doubt and your worry and making it all about you and your perfection and show up for them and, and help them. And so I just, I love, I love hearing that and I love the whole essential thing. I'm like, yes, yes, yes. It's like, just decide your essential and show up.

Kristen Boss: I'm just thinking,

Kristen Boss: You know how we're both Enneagram threes. And to be honest, like first there was like the, Oh, crap moment with the pandemic. And then my three just got real strong was like turned into like a freakish opportunist. I'm like, this is what a great time to be alive to the point where I'm like, Oh, Kristin, like, you can sound really insensitive. You kind of have to like tap into your empathy, find your feelings and like, not turn into like a capitalist productivity

Kristen Boss: Freak

Shannon Mattern: Are our unhealthy threes. We don't help. We D we can't process feelings. We're in the heart triad, but we're actually the least connected to our feelings. Oh yeah. We don't feel feelings. We just throw ourselves into work. So, yeah.

Kristen Boss: That is what happened at the,

Shannon Mattern: I won't lie. Oh, no, seriously. I, that, I would say those exact words. Like, I was just like hammered. Like I went into like nonstop work mode. I mean, to the point where I was like, I am exhausted. I need to stop. Like, but I couldn't. I was like, well, I've got nothing to break me away. Like nowhere to be nowhere to go just on my laptop. And I'm like, okay, like, I really need to stop. Like my eyes hurt, you know? And I was just like, knocking out projects, getting stuff done, you know? And yeah, though, I totally agree. It's like, I can be insensitive. Not because I'm not empathetic, but because, um, yeah, because of everything we just kind of accidentally go into robot mode. It's not intentional. Like I just turned into a robot, oops. Robot mode. Like, I can fix this problem for you, man.

Shannon Mattern: Maybe you felt that too. I just remember at the beginning, I really felt this responsibility to lift up everybody around me and fix everybody else. It was an, I don't know if this happened to you, but I did not process the pandemic at all in my emotionally, because I was so busy being like, are you okay? Are you okay? Everybody let's look at the positives. And I want to say it hit me like a train about probably week three. And I'm like, Oh. And it was when a friend called me and said, are you okay? I see you trying to keep everybody together. Are you okay? And that's where I was like,

Shannon Mattern: So it's just

Shannon Mattern: Realizing, Oh, I have to feel things. I need to process things. Yeah, yeah, no, that's exactly. It was about week three where I was just like, I'm going to just sit on the couch with some coffee and read some books. Cause I can't right now. Like I can't anymore. And then I was just like, yeah. And then you start thinking like, wow, like people are getting sick. And I was probably very insensitive and sensitive focusing just on business. And then, then, then, you know, it's like, Oh, let's not go there with the, with the shame spiral, but you know. Yeah. So no fascinating. I, gosh, I could talk to you for like days about the pros and the cons of the Enneagram three.

Shannon Mattern: Um, so I have just a couple more questions for you. Um, my first and I think you've covered a lot of this in what we've talked about so far, but, um, you know, what advice would you give to someone who wants to start being profitable? Right? They have this idea. They, they want the big outcome that we talked about and they want to actually start bringing in money from this. What if, and they're struggling, like they're just struggling to get traction. What would be your best advice for them? Well, it's going to be hard to hear, but, uh, this is true of my story is, um, get a mentor and pay for one. It's going to exponentially grow you and shortcut the painful learning curve of you struggling on your, and

Kristen Boss: Take this from the girl who was slinging these low price offers and kind of just trying to piece meal at myself. I consumed all the free podcasts. I was downloading freebies from everybody trying to be like, if I could just piece meal together. And I, there was a coach I wanted to work with and I tried saving to work with him. I would build a little stockpile and it'd be gone on things like that, bills and kids and all this. And I finally realized this is the problem. If I can't even get a stockpile together to work with the coach, to build the business and vision I want, then maybe it's the really scary thing of investing first. And that ensures my growth. And I could truly say for me, it was, I, it was a scary investment. I remember it was $2,000 for a six week program.

Kristen Boss: I wanted to cry. I put it on a credit card. It felt deeply irresponsible. There was so many things I could be doing. Instead if my parents who I still owe money to found out that I, I did this, like just all this fear. And I showed up in a way it suddenly makes your success and the outcome non negotiable. And it became deeply. Non-negotiable in my life. And I made the full investment back in six weeks. And then I did something even crazier, not even six weeks. Why am I saying that? Uh, and yeah, six weeks. And then I did something even crazier. And then I was like, I, this isn't just about, I didn't say I've arrived. Thanks. Thanks coach. Bye. I'm like, no, I want, if I want to have a million dollar business, a million dollar business, I need to keep learning.

Kristen Boss: And I signed at that point. I broke even in my business, just broke, even paid for my original investment. And I signed a $10,000 coaching for six months with somebody I'm like, this is about building a hundred, like getting to my first hundred K this is building to my 200 K and it was terrifying. I cried again. And I made that back my first week after signing. And it was massive, like massive momentum after that. I will also say again, keep in mind, I had a lot of value in the marketplace, but I was tired of struggling. And this is when I'm like pain. An expert is worth removing this pain that I'm experiencing to shortcut my success. And that is exactly what happened. And it, it exploded and it grew into, um, I think it was a hundred K in 90 days. It was insane.

Shannon Mattern: That's fascinating. And I have had the same experience where it's like, and it's not even that you learn so much new stuff. Of course you learn things that are very valuable and you get that one on one. Um, uh, you get that like person who's seeing the things that you can't see and, and helping you, you know, helping you, um, see your blind spots and all of that. But there is that like transformation that happens. Like I talked to other people on, on this show that they're like, well, um, I had to be successful because I quit my day job and I had no other choice. And, you know, I think for, for you and for me, I can, I can like in that too, I made this big investment and now I have no other choice, you know, it's kinda like that same, like you're you had something happen.

Shannon Mattern: Um, whether it was, it was something that was within your control and your choice or something that was not within your control. And it, wasn't your choice that compelled you to just, there is no other option than, than to succeed. And I feel like the one that you can be in control of is probably probably the one that's going to help you go farther faster than, than kind of like the one that's driven by the fear of losing a job or, you know, some other big life change that kind of threw you in there. And I can, I can totally relate to, um, it feeling so irresponsible. Oh man. To do that. And then just, just, but then having utter, but then having that moment where I'm like, I have utter confidence in myself right now. So how can that be irresponsible all the way, thinking up to it, it felt irresponsible, but then afterwards it was like, Nope, like,

Kristen Boss: isn't that so funny, there's so much drama leading up to the decision so much drama.

Kristen Boss: And it's almost, as soon as that goes through, like it's on the credit card and it's done, it's like all of a sudden your brain clicks, it's no more drama. And it's like, okay, we've got some work to do. Now, your brain goes into massive problem solving and starts looking for options to make the reality happen. And, and, and you have someone to help you. Yes.

Shannon Mattern: And you have to try to do it by yourself. You don't have to like, Oh my gosh. Yeah, no, I wish if there was one thing I could go back and change. Um, in my business, I would have done that year one and waited til, you know, year three when I had like left my day job. And I just hustled hustled, hustled to replace that income with, like you said, like all the low price offers working crazy hours, you know, just basically Enneagram three powering through all the crap. Um, it could have been a lot easier and it could have gone faster. And now I've discovered that in the past, the past couple of years, I love that. Um, so this final question is one that I ask everyone that comes on the podcast. And that is what belief about yourself. Did you have to change to get where you are today?

Kristen Boss: That's a great question.

Shannon Mattern: I know. And we've talked a lot about mindset and different things. Um, so if it's something we've already talked to,

Kristen Boss: I had to have the belief that success was not only possible,

Kristen Boss: But it didn't, I didn't have to be miserable to attain it. I think I was walking around with the belief of like, you have to like sweat blood tears, like suffer. The more painful it is, that's your glory that success and realizing like, but what if it doesn't have to be that way? What if it can be joyful and possible? Like what if you can have massive success without hustling your butt off for it? That was the radical shifted belief I had, especially as in any gram three. I love that. And so was there a moment in your journey that kind of ha like helped you step step into that? Um, that, that you can recall? Yeah. I actually remember it being, um, resistance to coaching actually, before I decided to be a coach is I was really sitting around, like, something's got to shift here, what's going on?

Kristen Boss: And I had a friend that said, Kristen, why aren't you coaching? And my first I responded with, cause that would just be too easy. And she said, um, it's supposed to feel that way. And I was like, Whoa. So that was like my radical like shift in self concept of like, Oh, what you are. And this is like your zone of genius. It's what you are so good at doing that comes so naturally to you that often you have a belief barrier or a thought that you're not allowed to make great money doing something that comes easily to you. So that was the huge shift for me. So good. Oh my gosh. This has been such an amazing conversation. I have, I could talk to you for hours. So I'm so appreciative of you being here. Can you share with everyone where we can go to connect with you, learn more about all the great things that you're helping people do to get those big outcomes that they want?

Kristen Boss: Yeah. You can follow me on Instagram at becoming boss. Uh, if you loved this episode, screenshot it, give us a shout out. Tell us if you're in Enneagram three so we can be like, Hey, we see you. You can also find me with the free Facebook community on Facebook. It's called becoming boss. And I'm just always dropping insane value in there. I like it to feel like a paid community, but free. Cause I love it. That's where I show up with purpose and joy and it's so fun. And you can also find me on my website, Kristin Well, thank you so much. I'll link all of that stuff up in the show notes and I really, really appreciate you being here. Thanks for having me. It was a blast.

powered by


Kristen is a mindset and business coach who specializes in helping women build their influence and grow successful businesses that deeply align with their purpose.

With nearly 15 years of experience working in service and marketing, she's pivoted from celebrity hairstylist to boutique owner, to business coach. With her experience of creating businesses from scratch, she is now helping other women tap into their highest self and true potential.

When she's not coaching, you can find Kristen wrangling her kids with her husband in Colorado.

Resources Mentioned:

Connect with Kristen:

Leave a Reply

Your email address will not be published. Required fields are marked *

more episodes

Hi, I'm Shannon!

If you want to learn how to build a website, market yourself online and get traffic + customers so that you can go from side hustle to self-employed, you’re in the right place!

get the podcast

on the blog...

Join the Free 5 Day Website Challenge!

Subscribe to Pep Talks for Side Hustlers

Every week on Pep Talks for Side Hustlers I bring you side hustle success stories, strategies + actionable advice to help you grow your side hustle so that you can quit your day job (without taking a pay cut).