Liz Nable 0:00
I first met the incredible force that is Tori Archibald while I was working as a freelance journalist in New York in 2008. And even though we only worked together a handful of times, she's not a person you easily forget. It's that same energy and undeniable presence. That's the reason why Tory Archbold is one of the most connected women in Australia. And precisely why I wanted to have her on my show. As CEO and founder of powerful steps, host of podcasts, powerful stories, and founder of brand and communications agency Torstar. It comes as no surprise that Toria has worked with some of the world's most influential celebrities, entrepreneurs, and CEOs.
But the reason for Tori's long lasting connections is not for the many accolades she has under her belt. It's because of her authenticity, and her genuine ability to connect with others to make you feel like you're the only person in the room
believing in herself when no one else would just 24 years old Tory started her career in the deep end, founding Australia's most high profile brand and communications agency Torstar Torstar didn't get its reputation from just hype. The results were real. With her trademark passion and integrity. Tory led her team of 22 staff and 10 freelancers to deliver award winning work with the world's top performing brands, celebrities and influencers, including Zara Nespresso, Seafolly Sukan and Victoria's Secret. Impressively Tori's launch event bazaar in Sydney clocked over 22,000 people in attendance and was Zara's most successful retail launch ever,
always want to trust her intuition. After 20 years, touring knew that it was time to start a new chapter. Her aha moment came after she launched three of America's most powerful brands into Australia. At a sold out launch event for Drew Barrymore's brand of Flower Beauty organised by Tory drew shared with the crowd about how she survived a tough times. Watching on Tori thought, lady, I see you and I raise you five. You know what? I'm done.
Tori's journey has not been all glitz and glamour. she bravely shared her story of survival from domestic abuse, and how as a newly single mother, despite those challenges was determined to succeed.
It was that very story, however uncomfortable to share publicly, that opened wide the door to the next stage of her career to other women in business. To help them clear that roadblock, step into the spotlight and own their stories. Shutting the doors to her agency in 2019, Tori launched powerful steps an online community and platform for women making global impact. Tori nurtures and encourages C suite level women to own their story, step into their power and take their careers to the next level. Through powerful steps Tory has helped transform the lives of over 600 women, including two recipients of the Telstra, Businesswoman of the Year, board directors, business owners, media executives and CEOs. Today she shares with me her fascinating roller coaster ride, have a story. And it's chock full of insider secrets on how owning your story, doubling down on your network of connections and backing yourself can take your business or brand to the next level.
Hello, I'm Liz Nable. And you're listening to Nable My Business, the podcast. When I first started in small business almost 10 years ago, I had no idea what I was getting into. You see my background was in the media. I had spent 15 years as a television news journalist and reporter working at several major networks in Australia. And then as a freelancer in the US and around the world. I spent years dividing my time between working long shifts on a news desk and travelling the world chasing stories. It was unpredictable and exciting. Until it wasn't anymore. I decided I wanted a life where I was in charge of what happened next. And where I was working to build my own empire, not someone else's. I also never wanted to work on midnight new shift again. Now, I don't have to. There was a lot I had to learn about running my own business. But one thing I already had in the bag was how to get media coverage and free PR. I knew what the media wanted. I knew the secret formula for what made us and I knew how to leverage those organisations to build my business, get more exposure and ultimately make more sales. During my decade of building my business, I have managed to get featured in almost every major news outlet in the country. I've been interviewed on television countless times had personal profiles written up in women's magazines, done point of view pieces for large newspapers and been listed in top 100 List
for women in business and in my industry, and I've never spent a single cent on PR, I took that knowledge for granted. Until it dawned on me one day that I could teach what I knew to other businesses, let them in on the secret. And they too could build their businesses, leveraging the media and gaining free PR. They could use my insights in the industry and my behind the scenes experience, and take their business from Best Kept Secret to well known brand simply by following my formula. Welcome to enable my business, the podcast.
Thank you so much, Tori, for coming on the enable my business podcast, it's such a pleasure to have you.
Tory Archbold 5:42
I am so excited. It's because the last time I saw you as New York to Sydney, I know a long time ago that you know what I always call these blast from the past. It's the power of connection. And I think it's the power of the experience and that mutual energy exchange that you have with people around the world, that when you you know, pick up the phone and say, hey, I want to do something crazy with you. I want to create magic together. It's an instant yes for me. So thank you. Well, absolutely, I could not have not remembered you from New York because you just stick so strongly in my mind as someone who just knew everyone and had so many amazing connections. But we're going to get to that in a second. I would love for you to go back a little bit to when you first started your public publicity business, a little bit about that and how you kind of grew that business so successfully. So I arrived back from a working holiday visa when I was 24 into Australia. And honestly these My eyes were lit up because I got the opportunity to work with Viacom, which of course in those days was the number one media entertainment company in the world. So I was working on, you know, MTV, Nickelodeon, BH one, Paramount, and then I, you know, got to delve into the world of licencing. And I worked with Columbia Tristar, you know, George Lucas Films, with Godzilla. And I just love storytelling, I love the power of storytelling. I love the people, I love the message, I love the way brands could get involved. So when I arrived back into Australia, I got to be honest, I was bored shitless because what had happened was in those days, it took magazines months to land in Australia. And so we were talking about snail mail, before we've done on these podcasts. And whether you pitch people, it was the same with media. In those days, if you had read the magazine that was from London, or New York, or Paris, or Milan or Hong Kong, you know, whatever language it was in, you didn't actually get that story transcribed into Australian media for a good nine months later. And I was like, something's got to give here. There's an opportunity to tell really powerful stories on behalf of the world's top performing brands. And no one's taking advantage of it. So I had a coffee date with a friend actually, it was an ex boyfriend. And I said, Hey, I'm thinking about starting a PR company. And he goes, Why would you do that? I said, because I love storytelling, and I want to create and build powerful brands. And because he got no media connections, and you've got no money, I think you should go off and marry a nice guy have kids, you know, learn how to design a house and boom, boom, that will be your life. And I was like, Absolutely not. And I remember walking out of that coffee date was at building crown Street. And I literally in my head was like, fuck you like, no, there's I can do this, but I know I can do it. And so I did. And my first client was David Jones, I was lucky enough to launch Megan gala is the face of David Jones. And through that, I learned the power of connection because that ex boyfriend was absolutely right. I didn't know anyone. But what I did know was that I could get to know people and I could get to know people through human connection. And it by picking up the phone or having coffee dates with them and explaining what clients I represented, but most importantly, what I was going to deliver on behalf of that client, but also to that media outlet. So it was a mutual exchange of energy and it was a win win situation. So I had that business for 20 years, I attracted the world's top performing brands, celebrities and influencers. You know, my last three clients that I launched into Australia were all billion dollar brands or celebrities, you know, Steve Madden, Victoria's Secret, and of course, Drew Barrymore's flower, beauty brand. And I just said to myself, you know, I'm done and dusted. I've been at the top of my game. I've created and built an amazing business. I had 22 staff at times, I had two personal assistants. And I just said, it's time for the next journey. So I started powerful steps. And now I create and build businesses for female entrepreneurs all around the world. I say to them, you can become your own PR. All you need to do is own the power of your story because the same principles apply. Absolutely.
Liz Nable 10:00
Absolutely. Tell me a little bit about, um, you talk to them about the power of connection. And, you know, obviously the majority of of the audience for this podcast is women led businesses, women founders in small to medium businesses, who are like listening to you going well, that's great story. But I've got like a million things. I've got wearing a million hats in my business, like, how do I make time to make connections like this is a beast of a thing, this media PR thing, you know, is that really necessary? It's 100% necessary if you want to grow your business, if you want to become a great leader. But most importantly, if you want other people to advocate for your business, or for you in a corporate role, it doesn't matter, right. So I always say it takes 45 minutes a week, and we can all create that space in our diary. So for me, ever since I started Torstar. And also, when I stepped into powerful service, it's the same philosophy, I have created the space to have three coffee dates a week. Now, it could be with people anywhere in the world, it doesn't matter, it's actually a lot easier now virtually to connect with them. And here it is, actually drive to a cafe, get a car park, you know, get dressed up.
Tory Archbold 11:09
So you can do it either human connection or virtual connection. So the first is with someone in my tribe. So someone in my tribe is someone that I know. So for instance, this could be our coffee date and having this podcast because we know each other, right? So it's reconnecting, you know, exchanging what's happening in each other's lives? How can we help each other, which is exactly what we discussed when we agreed to do this podcast together. The second coffee date is someone you want to partner with. So for instance, at the moment, we're launching a powerful steps brand in our master classes into the US. So for me, I'm seeking agency partners. So who do I want to work with the best of the best, I'm connecting with them on LinkedIn, I'm getting other people to advocate with me. And then having virtual coffee dates with them saying, hey, how could you be a great partnership for my grant. Now that could be the same as if you want to appear in Forbes magazine or entrepreneur or in commerically, or whatever it is. It's the same philosophy you call up you explain what you have to offer and why it would be a mutually beneficial exchange of energy for you guys to get together. The third one is always think big, right? As female entrepreneurs as female leaders, we've got to jump off the cliff, we've got to think outside our comfort zone, right? We've got to go we can do this, we can achieve this. So if you had a manifestation board in your business as a female leader, and you go, who are the top 10 people in the world that I want to meet, I don't think that's impossible, because it is possible. So on my list is Oprah. I want to have a coffee date with Oprah actually.
Michelle Obama, right. So I look at Hey, what are the mutual connections? How can I get involved in these? So I've got my own podcast called Powerful Stories, and I noticed that there was a mutual connection for the former Chief of Staff. Her name is Libby Moore. She worked for Oprah for over a decade. She was her Chief of Staff had five people under her she organised everything right. I reached out I said, Can you please advocate for me to have a connection with her because I'd love to interview her about her experiences on my podcast. So during lockdown here I am having a little coffee date, my little skimpy glow in Sydney. She's in Canada. Four months later, she comes onto my podcast. Yeah. Wow. So the thing is, I want people listening to your podcast to go nothing is outside of your reach. So 15 minutes each was 15 minute coffee day with living we loved each other. We created magic, right? So in minutes, you and I going Hey, Tori been coming Kinect, can we do something? Yes. So create the space in your diary. For me, it's non negotiable.
Liz Nable 13:43
When you're talking, I'm thinking it's the same thing with my my journalist background, you don't you set your sights on getting a story, which means getting that interview or getting those pictures, making that connection. And in that kind of environment. The option there is no option to come back and say I didn't get it. I missed it. Someone else got it. It really creates this resilience, I think and it resourcefulness as a journalist that I have realised over having, you know, the last decade in my own business that is quite a unique skill to have, like, often people will just go well, that's not possible. And I'll be like, Well, why? Why is that not possible? If you've got your sights set on? Michelle Obama or Oprah or whoever it might be or Forbes magazine or AFR, creating that connection is such a huge part of making that leap. And then that next step?
It's really it is?
Tory Archbold 14:42
You go ahead. I think what you're trying to say is it's like our role is to make the impossible possible. Now, for anyone listening out there saying, Oh, well, you know, how did she get that connection? I jumped on LinkedIn. I saw who the mutual connections were with the people
that I wanted to meet and I asked him to advocate. Now a good example again, is, you know, when I was thinking about rolling up towards stone and studying Powerful Steps, I was like, gosh, you know what, I haven't been visible in a while, I need to really step up and go out with a bang. Now one of the hero clients at this point in time, way before Jeff, Jeffrey Epstein got involved, I just have to say what was like it ultimately, everyone wanted to work on the Victoria's Secret show. Everyone wanted to be that multimillion dollar event. I mean, you've lived in New York, you know, it was like the vanity. Yeah. So I heard that Victoria's Secret, we're coming to Australia, but my agency hadn't been considered because I wasn't visible. I'd taken a backseat, I kind of like let the team run while I was focused on, you know, work life balance with my daughter. And I remember going back to the team and saying, look, there's an opportunity for us to win this account, we've got to send our credentials through. Let's send them through, the ladies told me that, you know what, it's highly unlikely that you'll see ringing because we're already in the second round. And I just said to her, I believe I backed myself, I know, I've launched the biggest brands into this market, I backed myself, I'm gonna send this through. And then the second thing that I did after I'd sent my credentials through, was I jumped on LinkedIn, I looked at who the decision maker was at Elle brands. I looked at the mutual connections, I jumped on there, I sent them, hey, we're pitching for Victoria's Secret. I know that you know, X, Y and Zed Can you advocate for me? within 24 hours everyone and advocated now we sent those credentials off at seven o'clock that night, when I found out that the pitch was live 11pm that night that contacts in LinkedIn that I've had everyone advocating on my behalf to speak to her came back and said, You are one of two agencies shortlisted Wow, power of LinkedIn and I won that account. And here I am backstage with you know, Adriana, and Gigi and all the rest of them for the last ever Victoria's Secret show. Now I backed myself. And I never said this is impossible. I always said this is possible. But it's possible because of my reputation. It's possible because the many years I have invested in those coffee dates, no matter where I am around the world, I went and I met people the same way that I got Drew Barrymore as a client was real coffee deck. I had no idea that that coffee date was her best friend. When Drew said she wanted to watch Flower Beauty in Australia, her friend emailed me and said, Hey, Troy, a friend of mines launching a beauty brand in Australia, would you be interested in helping her didn't say the name didn't say anything? I was like, of course, I would absolutely love to the next email. It's like boom, Drew Barrymore Flower Beauty. Now, you know, you're like, a little giggle and people are probably like, What the fuck? How did this happen? Yeah, it happened because I backed myself. It happened because I believe in human connection. It happened because I say yes to new experiences. And also it happened because every week, I coffee date with people.
Liz Nable 18:01
It's so interesting, because particularly because of COVID. A lot of us are working from home. And I definitely feel it in this business, you can be really isolated working in your own business. And for some, I think business owners, obviously they're busy anyway, they're doing a million different things. They might not see that immediate return on investment from that coffee date. But it's it's not a short term result is it? It's something like a like a bird's eye view of your business that you're taking. Yeah, well, you can actually shift the energy within three or four weeks. So if you go to my website, you can actually sign up there's this it's called the coffee challenge. And you can download this little black book. And it's basically it's like a manifestation journal. It's like this week, I'm going to coffee date with leads all over Tori on the podcast, maybe she's outside my comfort zone, I reach out and maybe I could have a coffee date with her. Like you list the people that you want to meet in the next 12 weeks. You set it up, then you go on these coffee dates, and you watch them in your favour. It is so easy to do. And because I know that the women that Judy see my programme, the most incredible opportunities start presenting themselves and I try I never thought that was my call. Oh my god, I'm on the common Jackie O show. Oh my god, I just got a feature in the AFR. And I just sit back and I go well, of course you did. You did. You backed yourself. You made the calls, you became visible. Yeah, I thought that nothing was impossible. So if you have that mindset switch and just go, not Oh, can I do it? It's like, I will do it. And you just shift your energy so that it's like you're already in that space. Like we don't betray sacred thing. It's like I just imagined myself backstage. I'm there. Love that. I love it there. I'm totally I'm gonna pop I'm gonna pop that in our show notes for anyone who's like what was that called? Again? The coffee date challenge.
Tory Archbold 19:54
Okay, so where you get all this?
Like we use confidence
too, or were you manifesting back when you were 24? Are you a bit like me, like you go, I'm just gonna cross that bridge, when I come to it, I'm gonna land this massive client, I kind of don't really know what I'm doing. But I know I can make it work if I can just get that opportunity. How do you kind of approach that in business, particularly with the PR business.
So I have never ever written a business plan. I've always just said, this is the runway of my life. And I've always said to myself, I want to work with these brands. And I will work with these brands. So for instance, when we got the call from Zara, which, you know, we launched into Australia, and a lot of people said, that was, you know, the greatest retail launch in Australian history. And we had 22,000 people there on the day of launch a million dollars in sales, I always knew that I would receive a call from them, but I just didn't know when. So when you have brands or people that you want to meet, and you, you know, you're in your psychic, you're like this is gonna happen, this is going to happen. And a great tip that I can give your audience's manifestation technique is that nothing is beyond your reach. Because every morning you have a shower, and if you're like me, I have a shower alone.
You know, you're already alone time me too.
And we have, it's not like I'm, you know, washing my daughter's hair in there. I'm a newlywed anymore. It's like, this is my own time. So I have three drops of lavender oil that I applied to my deck collage every morning, and I inhale, exhale. And I just say to myself, what's gonna happen today, who am I meant to connect with, and you can start seeing the flow of life. And if you really just start grounding yourself, and starting the day, not in overwhelm, that's what I do.
Start with a success mindset you like, lean into your day, and you know, the most insane things start happening. And then when these incredible things are happening, the best thing to do is to finish your day with a lavender oil as well in the shell, but with gratitude. So for me today, I've had these, you know, incredible opportunities come from the US. I'm going on a big TV show tomorrow morning there live in a weird in Vegas. And I'm like, Okay, we're in Sydney, Australia gets out. I'm, like, grateful for that. So tonight in my shabby, like, you know, I'm so grateful that this opportunity came through and I can have that exposure in the US, then it'll be like, I'm so grateful that I got to do this amazing podcast, chat with Liz and share the power of my story so that it can help other people as well. So if you do that every day, you start off not in overwhelmed, but success mindset and you ground yourself, you'll start seeing that the doors that are meant to open for you will open naturally, the doors are not for you will shut gently. But just remember that for someone else to experience that life lesson. And rather than go, oh, shit, I missed out on that. And oh, you know, Debbie downer, it's like something bigger and better is coming along, you know.
But you've got to always end it with gratitude. And if you can do that simple mindset switch, where you're anchoring yourself, and you're manifesting how you want to create and build a powerful business. That's how I built Torstar. So when I started powerful steps, the same thing. I went for coffee dates to people and ask them, What do you think about this idea? And of course, you know, 50% said, No, you shouldn't do it. And I'm like, see you later, I'm going
to the other 50 was done. And I'm going to take you on the ride of your life. So you've just got to align with the right tribe, connect with people listen to people. But if you understand in business, you're how your why people advocate, because you're so clear in your communication. Now, when you get authentic advocacy, that's when people start talking about your business, which is a PR piece that you're talking about, which means that whether you as a female leader, or a product or brand or service becomes visible, that's when you have lift off in a brand. But you should always listen to the feedback. And also a lot of people go with an unfair deal with negative feedback, I go bring on the negative feedback, because the negative feedback means that you need to get to a higher vibration, to attract a better client to be able to charge more to be able to service at a different level to get bigger opportunities. So when you just switch your thinking around everything and you work in flow, with gratitude and connection, anything is possible. It's amazing. I need you in my ear every morning reminding me
Unknown Speaker 24:29
my podcast.
Liz Nable 24:32
I'll put your podcast in the show notes to tell me when I first met you. I think it was 2008 or 2009. And the stories we worked on we did Jennifer Hawkins, Donald Trump. I did cover Victoria's Secret in New York. I don't know if that was with you. I can't remember back then. Too much. Tell me a bit about that time in your career and how you got clients like that. Like how did you jag that it's such a young age.
Tory Archbold 24:58
Yeah, so my epic
Hey, my client actually because they saw what I was doing for David Jones and Megan gal, and of course, they wanted that for their own brand. And they had recently fired their publicist and they were looking for a new one. And they called me and I really didn't want to jump ship because I'm a bit of a loyal person. But I really liked the team at Meijer and I felt that in the long run, they were more open to my ideas, and they were more open to Agile. And my whole thing is like, if you want to be a great publicist, if you want to be a great leader, you've got to lead and disrupt. You can't just be like, here's my cookie cutter event. Here's my cookie cutter, you know, PR plan that was just never going to be me. So they'd got Jen Hawkins and obviously, it was Miss Universe that she'd won, which, in those in those days, it was, you know, Megan was the supermodel Megan gal that they want for David Jones. But he was like, Oh, my as kind of got Jen Hawkins, how do we transform her into a Megan gala and beyond? And my whole thing was in those days, Celebrity Apprentice with Donald Trump was out. And it was the number one show in the US, right. And it was really starting to take off. And so I went to this guy called Paul, but he who was a marketing director at Meijer, and I said, we need to fly Jen to meet Donald Trump in New York, and the designers that you have, we need to support their shows at New York Fashion Week. And I've been doing York Fashion Week for a while, and I knew that there was an opportunity for Australians over there. And he said to me, but we're in Australia Free to, like Tory, why the fuck would we?
Why wouldn't she go to New York? And so he went to the board, and they knocked back the idea and he goes to me, Look, I'm gonna back you, but can you do it on a shoestring budget?
Well, yes, I can. Because I thought, you know, this is going to put Myer on the map. But not only that, it's going to put Jen on the map. And it's going to show me as a leader and disruptor to other brands. So I said, Yeah, I can. So I created this event. It was at the Gramercy Yeah, it was, yeah, it was at the Gramercy never been to the grandmas see
the floor plan, and I got, you know, I think it was like Camila and Mike and Charlie Brown, Leon, Amazon, a few of those brands over there. Got them all together. And then obviously, you and I famously went in and reintroduced, you know, Jen Hawkins to Trump. You know what, that was all just based on self belief. And I have to laugh, because I don't know about you, but I never get photos with celebrities. And when did you get a photo that day? Oh, well, I didn't get a photo. I actually didn't get a photo. It's fun. We never get photos. We create memories. Yeah. So and Donald Trump became president, like, you know, all the other people that were on the tour, we're putting our own note, Donald Trump had had the photos. And I said to my husband, he goes, Do you have a photo? I said, I've got a memory. I was like, that's what I've got. All I can remember off that whole thing was that all this memorabilia was in his office. Yes, that was eat. And I was like, this night, there's nothing inside. But that created the campaign that basically put Jen on the map. So thank you for being a part of that magic.
Liz Nable 28:09
I tell you what I remember about Donald Trump, his EA was Australian. Do you remember that?
Christmas cards? Yeah, her name was Rhonda. And he was a germaphobe. And I got briefed not to put my hand out to shake his hand because they were like he, ironically, through COVID He was the president. And anyway, that's a whole nother episode. But amazing to meet someone like that a very eye, you know, eye opening interview that one. So so to anyone listening that Jen Hawkins story is a story. If that was in Sydney, it's not really a story. But because it's in the backdrop of New York, there's all these Australian designers, you know, it creates the illusion or truth that there's Australian fashion is making headway in New York. I'm trying to instil in my clients and those who do my cause that if you take an ordinary business idea out of its comfort zone, that then becomes the story.
So very clever. Obviously, that's what you did and what you specialise in, but it did put Jen on the map, because it was all over all the media outlets in Australia, you know, TV prints, radio.
And it's those sorts of things that, you know, we're shifted the dial in her career completely.
Tory Archbold 29:27
Yeah. 100% and, you know, if you're listening and you're on a product or service, another really good example is C. Foley was my client for many, many years. And they've never never ever done a runway show. But they had these trade shows that they went to in Paris every year and I said, I'm gonna be over there because I was doing the Lancome colour designs on behalf of L'Oreal luxury. And I said, and, and you're doing your trade show, and you've got this runway show here. And it's the first time that we can actually say that you're doing a parade overseas. Do you want to extend my trip and I'll do that
Media. And they were like, would anyone be interested in this up, boom is everywhere, either everywhere to close out. So you've got to look within your business and you're so rightly is of what is different. What can you do where people go, Whoa, that was not expected. But I really enjoyed that experience. And don't be afraid if you're running a campaign. And you know, halfway through, you want to change strategy and make it better. That is okay, as well. In fact, that is a super cool thing to do. Because it's you're saying to yourself, I can see this, it's going to be lukewarm. But if I shift the needle, if I jump off the cliff, if I do things differently, it's going to be better. And you've got to trust that intuition. And your gut instinct, because you've got instinct is always going to deliver the good results always. Yeah, it's interesting. From those days working in New York, you know, that Australians love hearing about Australians doing well overseas. So Seafolly in Paris, which is not technically wasn't technically you know, a fashion show, but you made it a fashion show. And that is shoestring budget, nothing extra special same swimsuits, but in Paris, with the Eiffel Tower in the background, is an amazing news story. It is a great news story. And look that business went on to sell for I can't remember whether it was 85 or 100. Mil, but my role was to make it global Now, make a brand global, so that they can get an m&a deal at that amount. Right? If you can't show the runway that it is global. Yeah. And when I used to go to New York Fashion Week, all the time, I'd say to them, Look, I'm gonna go and I'm going to do
deskside visits with Vogue, Harper's L. And they'd be like, Why do you want to sit at someone's desk, and I said, to build a relationship, to show them what's going on, like, we can become the number one swimwear brand in the world. And we did become that. But it was always because when I was flying overseas on behalf of other clients, I'd say to them, we need to get a model in the middle of Times Square, let's just plant her there, let's just get this story, you can tag onto a campaign that I'm doing with another client, but I need this content to build your footprint. So just think about no matter where you are in the world, think about the opportunity that you can deliver to take people on your customer journey, because you can say your global, but unless you actually showing people that you're in the right place at the right time, no one will ever believe that 100% ambition, can you quantify? I mean, I know we're probably very much guessing here, like the value of having, you know, like a model wearing Seafolly in the middle of Times where you know, on the front page of whatever paper or multiple papers like that, that, you know, you can always take out a full page ad in the paper for you know, 10 $20,000, whatever it might cost. But that kind of exposure is really priceless, isn't it? It's priceless. And you know, it's very hard now, to get momentum, because so many influences are in the game. And we can talk about influences as well. But you know, I want your listeners to understand it's not about the numbers, it's about the quality of the customer, the return rate of the customer. And I think when you spend money on advertising or influencers or a PR plan, or whatever that looks like leads, you've got to look at, okay, what is my community buying into here? And how am I making a difference? So, you know, I can give you another example, when we did a segment with A Current Affair we see falling years ago, and they're just rebuilt the Seafolly website, I'll never forget it, because my client was off skiing, and I get this call, yet they can't promote it anymore. Our websites crashed. And I said, but that's great. It means it's your product. And I remember they were so like Tory Tory, and I was like, that's amazing story that your website crashed in itself. But then I'll give you the other spectrum. So I now host series of events through powerful steps with women. And the other night, I have this idea I'm going to host an event for 50 women, it's women in business like minded, I'm going to send an email out, you know, just test the waters for February next week. Now, it was only for a small pool of clients, like a couple of 100. I just thought we'll see what happens. In the first eight minutes. 12 people signed up. And it wasn't cheap. It was $350 per ticket. Now, that's a small pool of women. But what I'm offering is powerful because people believe in the product. People believe in the journey and people believe in being part of our community. So you know, someone could say to me, Well, you should have 10s or 20 1000s of people on your email list and I say no, I need right people that believe in my products that believe in my service that get results that way
Want to be a part of my brand and my journey that will come back time and time again because I deliver. That is what you call a powerful brand. So you can have an on one spectrum where you like mass market and crazy, right? Yeah. Drew Barrymore I say, where did you first launch Flower Beauty? She goes in target in the US. Where did they launch in Australia? I thought they'd go with makeup. Oh, absolutely not Tori, we're flying you down to chemists warehouse, they're going to be our partner. I said, Why would chemists warehouse be your partner? Because they have the biggest distribution in Australia. Wow. And it was the right choice. And I learned so many valuable things through working with with her team. Because target was mass market for them. It got them into a multi million dollar brand chemists warehouse turned them into a multi million dollar brand in this market, too. So there's two seconds, you can go I've got a low price point, I'm going mass, pick the partner with the right distribution channels, right? Then get the creative content. Or you could do something like you and I are doing with your business and my business, where it's like it's curated. It's for a particular woman. Yeah. Its niche. Its niche. Yeah. Powerful. Yeah, absolutely. And you want and you've got that, you know, if you've got 300 people on your database, who are the right people, it's better than having it's the same as like social media, right? If you've got 30,000 People who follow you on socials, but 95% of them could never be your customers because they live overseas, or they're the wrong price bracket or whatever. But this is just a vanity metric in the end. And it's the same with pitching with media, you can have a database. But if only 10% of people answering your call, something's wrong. Whereas we've got like a 57% open rate, on average on emails. Yeah, that's what you want strong. But it's because we've got the content, we've got the clickbait, and we're adding value. So every single thing you do when you're a woman in business, whether it's small business, entrepreneurial, corporate wall board director, every single touch point that you give another person that has to add value. I love it. Now, tell me a little bit more about so we've evolved from the publicity PR business into powerful steps. Talk to me about how that idea came about and what that is, what is it? What is that business? Exactly? Well, I wanted to go out on top of my game, because I was like, what other brands can I launch? I mean, I loved every single brand that I worked for. But you know, the key point here is liens that I realised that I could become a brand. So I was a female leader. Yeah. But I was the one that was always in black. I was always one blending behind the scenes like you and I, we never had a picture with Trump. We are people that made it happen for others, but we never made it happen for ourselves. And so I really had to learn the power and own the power of my own story. So when I had tossed I was a single mum for 12 years, but there was a lot of, you know, crap going on behind the scenes I never spoke about because I was afraid of judgement. I was afraid I would lose clients if people you know, was like, oh, torrents gently, dirty little secret, as you know, a few podcasters have said this is what really happened in her life. I mean, Big whoop. Women go through challenges all the time. Yeah, I'm not the first one. I've gone through a challenge, right. But the thing was, I had to own the good, the bad and the ugly, which meant that I had to step forward and share the power of who I truly want. So I went to Marie Claire magazine, or they came to me, I did a three page feature with them. And it was like, Okay, well, here's this woman that's been in business attracted all these incredible brands, celebrities and influences while being a single mom. Woohoo, that's amazing. But the actual impact of her story is what went on behind the scenes. Now, that gave me permission to step forward and be a voice and an advocate for others. Because what it showed was that my life wasn't all that glossy and glamorous. After all, it was actually Warren Rael. And if I could turn a challenge into a possibility and shine a light for other people, it would give them permission to do the same thing. So that's how powerful steps was born. You know, I stepped into the spotlight. I shared my story with TV networks, radio, podcasts, magazines, IG TV lives, which I highly recommend to build an audience as well. And, you know, I was just getting DMS, from people all around the world saying, Wow, if what you have done for these brands you're doing for yourself, how can you do it for me?
That's how powerful steps was born. So yeah, the business attraction programme, which is basically my toolkit. I've mentored over 1000 women in the last couple of years from Telstra, award winners, to you know, some of the top entrepreneurs in the US just to small business owners, it doesn't really matter. Because the fact of the matter is, is women were born naked, we die naked. Everyone should be treated equally. Yeah, but what I do is I share the toolkit of how I build powerful brands for others.
But then I use myself as an example. Yes, you can do it too. If you lead by example, people will always follow.
And it's ironic isn't it that when you share a powerful story, which was your personal story, that people are attracted to the parts that they see of themselves in your story, so the challenges that they've faced,
Liz Nable 40:24
you know, you know, with social media these days, it can be hard, because there's a lot of people sharing a lot. But you get to choose what you share in your story. Now, I'm not, I definitely share my business story and my personal challenges that went along with building a business like yourself. I don't you know, there's no stories on Instagram of me like rocking in the corner crying. But I think it's really important, those low points to share as well. Because there's, there's nothing more kind of disheartening than watching someone who's up on a pedestal and thinking that it's perfect for them. And not really understanding that it's never perfect. Everybody's got across to bear and those low points is, is the best part because that's where you kind of springboard from to get to the good bits. 100%. And I think, you know, a lot of women in leadership say to me, Otto, can't do this one, is my board, gonna think whatever. Yeah, I'm like, Well, it matters what you think actually, it's your life. If you want to wake up with freedom in your heart, if you want to have a happy heart, which is the magnet for miracles, you've got to be able to stand in your power and your truth. And, you know, a powerful woman is someone who owns who she ends. And I think, you know, you don't have to share every part of your story. But you need to keep it raw and real. Because as women, you don't want to lead by ego. So the women that don't share that version of themselves, you know, normally materialistic ego lead, you know, always wanting more, more more, whereas the women who get to the top of the game, but a hot lead leaders are actually the leaders that people want to gather around. And that's actually where you're leaving the most impact. If you look at the world's greatest leaders, now, you know, their lead, they're leading by the heart and for them, you know, the abundance comes in other ways. That's not necessarily financial, you know, they're not chasing the Chanel handbag, or the Jimmy Choo shoes. They're chasing the happy heart. But they also you know, they make these pledges to say, well, if I can become happy, if I can shred out what's no longer needed in my life, so that I come into alignment with my destiny. I'm a leader, I'm on the runway of life. That's the biggest gift of all. Because realise, sometimes when you have an all you have nothing at all. It's so freeing as well, if you're nervous to share your story, like the minute you put it out there and you wait for the reaction, even if there is a bit of a negative reaction, or you have a few haters or credit critical people. Once that dies down, you can just move forward because it's out there. Now. You know what, it actually doesn't matter. I remember when, before I did my Mary Claire story, it took me four months to make the decision because it wasn't just my decision to make it you know, my daughter was very much part of that story and my husband to be as well. And you know, he works in corporate and my daughter was like, you know, what are people going to think? And I was like, I just had to trust it. But I did go and meet and have coffee dates with a couple of high profile. TV presenters. Oh, did you? Yeah, totally. Men and women. And I asked their opinion. Now the women were like,
Tory Archbold 43:32
Yeah, but there's one male, I'm not going to name him. He said to me, Troy, this is absolutely going to kill your career. And I said, really? I said, I feel like it's we make it. And he said, I just not. Anyway, the second Malli went out, he was a talent manager. And again, he said to me, no brands will touch you. Like, if you come out with his store, you will not be able to have brands partnering with you too. And I was like, well, that's interesting. The opposite happened.
Amazing brands all around the world going, how can we support you, like real? I'm real. And I'm saying, You know what, I can be at the top of my game, but I can also be real at the top of my game. And you know what those two men gave the worst advice because my husband, which have a coffee date with every day, this is like, if you stand in your power and your truth, anything's possible. He was the one that gave the best advice. It wasn't the people in the media. So sometimes people are afraid to step forward fearful. And as women we can be as well. But what I do know from the women that go through my programmes is that they're liberated. You know, they're the ones that are now going to be the TV presenters to replace those people that gave me the bad advice you know, because they're in their in their power and they're not afraid and they're led by heart not ego because ever okay, they are so that's my that's my advice for any woman listening
When you own your story, you own your power, and you will naturally attract the opportunities that you deserve. And I say that wholeheartedly because every day I get an incredible connection from somewhere in the world,
from a person that's heard my story and feels inspired by that now, if I hadn't have shared the power of my story, I wouldn't be making or delivering that impact. So never be afraid of who you are. And love that. I could talk to you for like 10 hours, but I was.
Liz Nable 45:34
Oh, it was such a pleasure to have you on the show. I'm going to pop all the details, all your beautiful and helpful tips and tricks in the show notes. And, yeah, I look forward to downloading that Black Book of coffee challenge coffee dates. So good. And we've also got a masterclass, which we're launching in a couple of weeks. It's called How to network like a pro. And it takes you through the different steps that women should take, because it's my proven toolkit to build their own powerful community, but most importantly, to allow others to share the impact of their story, so that they attract opportunities that are in alignment, but at a far greater value and vibration and what they're offering operating on now. Amazing. I want to pop all that in the show notes too. Thank you Tori. It was a pleasure.
Always welcome. Thank you for listening to this episode of Nable My Business. If you've loved it, please share it on Instagram and Facebook for your friends. I'm all about listening and learning from you my audience. So please pop a review on iTunes and let me know how you're enjoying the show. I'd love to hear from you. So if you have any questions, email me at Liz at Liz nabal.com And if you want to know more about what I do, head over to Liz nabal.com I truly hope this podcast is a game changer for you. Whether you're a small business owner, a franchisee you have a side hustle or you're just starting out. This is where you truly begin to build your own empire and the life of your dreams.
Transcribed by https://otter.ai
