Fix This First: Marketing Strategy That Converts | Kanika Vasudeva

What if the reason your business feels complicated… is because your clarity has not caught up to your growth?

In this episode of the Wickedly Branded Podcast, Beverly Cornell sits down with Kanika Vasudeva to talk about what really drives predictable growth for service-based business owners. Hint: it is not more content, more visibility, or more effort.

Kanika shares how a deeply personal family season pushed her out of corporate life and into entrepreneurship, where she quickly learned that clarity was not optional, it was the thing that attracted better clients, stronger opportunities, and more aligned growth.

Together, Beverly and Kanika explore the emotional and strategic side of business growth, from overthinking offers and hiding behind busywork to guarding your calendar, creating spaciousness, and building systems that allow your business to grow without you becoming the bottleneck.

This conversation is a powerful reminder that doing more is not always the answer. Sometimes the most profitable move is getting clearer, simplifying what you offer, and creating the capacity to lead your business with confidence.

Key Marketing Topics

1. Brand Clarity Creates Better Client Attraction

When your message is unclear, more visibility will not fix the problem, it will only amplify the confusion. Kanika shares how every layer of clarity helped her attract more aligned clients and build stronger momentum in her business.

2. Busywork Can Hide the Real Growth Work

Perfecting automations, overthinking offers, and tweaking behind-the-scenes systems can feel productive, but they often become a safety zone. Real growth happens when business owners stop hiding from promotion, connection, and clear sales conversations.

3. Calendar Design Is a Marketing Strategy

Your calendar reveals what your business is actually built around. By protecting CEO time, connection time, promotion time, and personal non-negotiables, you create the spaciousness needed for better decisions, stronger visibility, and sustainable growth.

Dare to be Wickedly Branded

Transcript

Beverly 0:00

Did you know that most service-based businesses don't actually have a lead problem? They have a conversion, and a clarity problem. And yet the default response is still more content, more visibility, and far more effort. Welcome to Wickedly Branded Podcast. I'm your host, Beverly Cornell. And today's conversation is going to challenge a lot of what you think you need to grow, because we're not talking about doing more. Thank you. Whoo. We're talking about fixing what actually drives revenue. I'm joined by Kanika Vasudeva, her name is beautiful, I love her name, who helps service-based business owners simplify their business, strengthen their offer and positioning, and fix how they sell so that growth becomes far more predictable and a whole lot less complicated. Kanika, welcome i'm really excited you're here today.

Kanika 0:46

I'm so honored for this.

Beverly 0:48

Before the call, we actually realized that we do very similar things, and the world has a way of connecting, people and times and places, and I'm so excited to dive in here and learn more about your story. So talk about what sparked your business, which, from what I know wasn't necessarily like some magical moment, but actually something really hard. So talk about what started the business and why... What do you wish more people knew about, those early days of being a business owner?

Kanika 1:18

Oh, yeah. I think a lot of people start their business because of passion. Some people have to start it because of life. I started from that. Life happened. I had to do it. And passion exists now. so if I take you back to that moment, I was in my corporate world. I was getting paid really well. Not super enjoying it, but not super unhappy with it either. It was doing a fantastic job running my life. And then my son's dad got diagnosed with cancer. My son was seven years old at the time, and I wanted to be there for him while his dad was getting his chemotherapy, while he was in the emergency. Because- the first few times, the chemotherapy, he just had reaction to it. He needed to stay in the hospital a lot longer. And I said, "Look, you just look after yourself during this time, and I'm going to look after our son." And we are separated, but I told him then that we were together still as a family. And I'm there. I'm there to look after our son. I'm there for us. and so overnight things changed. And I just decided to be there for my son because he was so used to being one week with his mom, being one week with his dad, and I did not suddenly want my parents to be picking him, dropping him, because he's not grown up with them. He does not speak their language. It's just foreign. And he is a little kid who's also seeing his dad go through everything. I didn't want that time to also feel like, now I don't even know what's happening in my personal life. I really wanted to be there for him. My manager at the time said that he wanted to see m- me more present in the office to give him the benefit, he and I had not worked together for a really long time, so he didn't know what I was doing or Because I'd been in the company for years, and I'd always been able to manage my personal life and professional life, and he just wasn't that person. But I think also it was such a gift that he did that- because if he hadn't done that, I would have not had my business. So we had this conversation. Next day I went to him and I said, "Look, I understand that you have some expectations of me. I just can't do them at this time, so why don't I just apply for a sabbatical and I'll take a six-month leave?" And I felt that was a nice, safe way for me to get out of the corporate role, see what I needed to do. But basically, in short, now I had a six months leave unpaid. I had to make my business work during that time.

Beverly 3:56

It's a bit of a fire in the belly, for sure.

Kanika 3:58

Yeah. I had to make it work for me emotionally and financially. Emotionally, it had to have the space that I was there for my son's pick-up and drop-offs.

Beverly 4:07

Oh, my gosh.

Kanika 4:08

and it had to work financially.

Beverly 4:10

Yeah. it had to. There was no other this has got to work. Yes.

Kanika 4:13

Yeah. and so then I started thinking, Okay, what do I do so that I'm able to work my business while being there for my son whenever he needs me?" And that's how online marketing and online positioning myself really started. I targeted more US clients because I live in the, in Australia, and those hours worked for me. and I took so many courses. I had so much internal shifts. I would love to say, "Oh, it was a magic pill, I did that," but it was so much sweat and tears and complete collapsing. and in the process, I learned how much clear I had to be, because every time I was getting clear, I could attract more clients.

Beverly 5:00

Oh.

Kanika 5:00

So-

Beverly 5:01

Hold on a second. Hold on a second, 'cause what you said is, huge. Every time you got clearer, you attract probably not just more clients, but more aligned clients, I'm assuming. And so that clarity for yourself was, like, your superpower.

Kanika 5:17

Yeah. totally. And now that I've done several iterations of this- I can tell you this. In the beginning, I was so afraid of the newness of things. I was really uncomfortable without knowing things, without the how of things and how things would be done. It would take me a long time. I would overthink my offer, and I would play it safe. So funny story. I was launching my membership. This gives you an example of how much I lived in my head. And I spent a whole lot of time in a membership that was not launched. I spent a whole lot of time, months, making my automations perfect. I did not have a client. And I spent time perfecting my automations because my brain felt that was something I could tackle. it would feel a sense of completion, a sense of accomplishment because I could see the automation working well and I would go, "Okay, I've done this."

Beverly 6:17

So it's s- it's safety. You were in such a unsafe position of launching this big thing and doing this new thing, and the w- thing I know about, high-achieving women is we like to do things well, otherwise it doesn't feel safe, right? Yeah. failure for women who are high-achieving, who have a lot of internalized perfectionism, fear, doubt, and things like that, we need safety. We need the plan, we need the steps, we need the I feel this,

Kanika 6:44

Kanika.

Beverly 6:44

totally.

Kanika 6:45

So actually being on the opposite end and going, "Okay, why is my offer not working? What can I do to actually have conversations?" What do I do to actually promote it?" That was needed. It was unfamiliar, so I shied away from it.

Beverly 7:00

So I'll do that last.

Kanika 7:01

Exactly. That is what turns my business, but you know what? I don't know this, so let me- just look here.

Beverly 7:08

Yeah.

Kanika 7:08

And of course, with time you realize, Oh, God, I do not have enough money to keep going. I really need to make this work." So that's when I invested more into courses, and I got one of my biggest feedbacks. she said, "Well, I'm looking at all that you are doing, but I'm still not clear when I look at your page. I just do not understand what you are doing." I hated the feedback.

Beverly 7:30

But

Kanika 7:30

It was the best feedback. Yes. Yeah. Yeah. so good.

Beverly 7:31

I remember, Kanika, I was in my master's program and I was, doing a class on content analysis. Was it content analysis? It was. And I was writing. I had come from a teaching university, so we write differently for teaching universities than we do for, research universities. So the professors are very different, and how they write is for dissertations and thesis- and research papers, and so I get my very first I'm thinking I'm killing it. I am writing this amazing paper. I submit it and my teacher... I've never seen more red on a paper ever in my life, and I came home crying to my mother saying, Maybe I can't do graduate school. Maybe I'm not meant for it." And she was like, "This is just information. What you do with the information is what makes you who you are. And so either you learn and you grow and you do what you need to do for this particular place and time with this work, or you decide to stay small and live in the only world you know." And I was like- "Hmm." Same thing, Kanika. Sometimes that is just information for you to decide to stay the way you are- Exactly or to expand. And so I'm so glad you expanded and you did- Yeah something with it, right?

Kanika 8:38

Yeah. And I think I love your mom's words, because you can be uncomfortable staying small. You can be uncomfortable staying safe. Expanding.

Beverly 8:46

Yeah.

Kanika 8:46

Or you could be uncomfortable up here and at least have more money, have more expansion, right? Yeah. Either way, it is uncomfortable. So now I've come to realize that I'd rather take the more expansive uncomfortable. Yes. So that was that Kanika. I'll give you a mid example. There was a time in between when I got this idea of launching a summit. I took probably two months even just doing my first page with this membership. That was a total flop. Okay. And then I got so comfortable with it that I got the idea. And I don't know, I had this idea and I'm like, "Okay, I'm gonna do it." By the end of the day, I had actually put the page up. I had reached out to some speakers. Oh,

Beverly 9:29

bravo.

Kanika 9:30

and it was when I slept at, went to bed at night, I was like, "Gosh, what did I do? And I have no idea. I've never run a summit ever." How am I going to do this? But I had already

Beverly 9:41

made that mistake You'll figure it out. You will figure it out, literally. Yeah.

Kanika 9:43

Exactly. And I did figure it out. And that's was that moment for me where I learned that the more comfortable we can get being uncomfortable, the faster our growth is. Literally is nothing else.

Beverly 9:58

The one thing I wanna teach my child is to It's like failing is life. don't- expect success to be life. Life is failing and trying and trying. And the success comes from failing. That is the key to this. So be uncomfortable failing early. Be uncomfortable not knowing. And I tell them all the time, the one thing I do not know is I don't know everything. So if you think you know everything, that's a problem. it's the unknowing and the uncomfortableness that actually gets you to the next level. I have a friend of mine who talks about the comfort zone. And I think because you talk about being uncomfortable, it's really a powerful one. And I've talked about on the podcast before. Our comfort zone is like a circle, right? Like we live in a circle. This is where we exist. And anytime we step out And it needs to be intentional. Like you said, I'm just gonna throw this pa- this page up and see what happens. It's an intentional scary step. And anything that's worth something is gonna be a little scary. I call it nervous cited. Like I'm nervous and excited- at the same time, right? You step out of the comfort zone. You do the thing, and then the circle isn't circling anymore. Now you have a circle with a bump, and now the circle- has to go around the bump. So you've expanded your circle of comfort. And very rarely do you ever go back in and contract in the circle. These intentional steps just keep expanding your comfort zone to a point where stuff stops being uncomfortable for the most part. It becomes rarer and rarer that things are uncomfortable because you're more comfortable with being uncomfortable. So I love the idea of it's okay to be uncomfortable with comfortable when it's u- uncomfortable, but it's also you become more comfortable being uncomfortable. And-

Kanika 11:23

Absolutely

Beverly 11:23

that actually is where the confidence is built, is in those moments. That's where confidence comes. 'Cause I know you probably were killing it in the corporate world. You were like I call it corporate Barbie. You were working it. Like you were doing the thing, climbing the ladder, kicking butt, taking names, and that was your confidence. And then you just had to learn how that confidence translated into this world where you didn't have the ladder to exist inside. Now it was you were creating the container, and that's where it becomes nebulous and scary because there is no container. We start with this container, I believe that is comes from like post-industrial era, very male centered, linear container. But we get to decide as women now more than ever what the container looks like. And that nebulousness, that unknown-ness, is what's scary

Kanika 12:08

Yeah, and it's just so beautiful. I love how you framed it, because it really is a process of just figuring out what do you wanna do- and doing that. really starting your business might be the most scary thing, but it is the ultimate form of self-love.

Beverly 12:26

Yes. I love that. Self-love, 'cause entrepreneurship is triggering, right? Every insecurity you have, everything that you w- are, like, unsure of about your life, about your life's decisions and choices, entrepreneurship is going to magnify and really make you, uncomfortable in the biggest way. So yes. Self-love, though, is the realization of where you come out at, at the end of it. that this is an expression, I think, more for women specifically. Women do more service work where they serve others to their highest potential and wanna make the big impact, and their work is very relational. Coaching, consulting, all of that is very relational. They help people be well. They help people be more organized. They help people be more successful, be clearer, be more consistent. Whatever it is, there's... very relational. So the work we do matters, so it's more tied to our intrinsic value as human beings. And we care so deeply that it's hard sometimes to separate work from the, the person. So when you're an entrepreneur as a woman and you expand uncomfortably and become more comfortable in that is an ultimate act of self-love for a female founder on- Oh, totally so many levels. Yeah. It's

Kanika 13:35

awesome. Oh, totally. It's also, the ultimate reason why we underprice ourselves because we inherently want to give. We want to nurture. And then it takes us a long time to go, no, I am worth it." And then you sit a little bit taller, you sit a little bit straighter. Yeah. But to go through that, you have to first go, I'm worthy of more. My prices or the transformation that I bring about, it's just worth so much more." So it is that power from inside that nobody else takes you, but we sometimes have to learn it the hard way and then when you start owning it, just

Beverly 14:12

different level. You talk about sitting straighter, but I also feel like just breathing easier. Yeah. it's a breath of ease versus a constant, anxiety push, pull. There's this friction and elevation of energy when you're not in alignment. And so when you can sit in that, whew, it's just a whole different feeling of impact and confidence and deep knowing that the work matters, and it comes through in a very authentic way in the work you do and how you talk about your work. Yeah. I love this so much.

Kanika 14:38

Can I talk a little bit about masculine energy and feminine energy the way I see it?

Beverly 14:42

Sure. I love it, yes.

Kanika 14:43

Okay. So the way I understand them, all of us carry both. Masculine energy, you would think of it more as, electrical energy. shift for them.

Beverly 14:54

I see it a little bit differently. Can I share how I see it a little bit differently? So I think like when boys are younger, they're like socialized to be brave. And there's even research on how... Like I, I don't know the specific, statistics, so bear with me listeners, but something about the effect of like men will apply for a job if they have 40% of the characteristics- right? But women have to have 100% before we're, we'll- Yeah apply for it, right? Because women are socialized to please everyone else. Not to please themselves, not to be brave in their choices. Okay. We're actually socialized to be safe- on a really regular basis from every parts of our mind, our connections, our body, all of it.

Kanika 15:31

Basically not to be seen as ourselves, but as extensions of others around us.

Beverly 15:37

Yes, absolutely. And so you, what you call the masculine, I call power. Women need to fully live in their power to be clear and confident and to be the magnet. If they are confused or living for others, they have given away their power, and that power, when it's diffused, confuses other people around them.

Kanika 15:53

Correct.

Beverly 15:53

So when they fully claim, not for everyone else, but for themselves, living for themselves in those choices, they resonate at a higher frequency. That's the magnetism you just talked about- and that's their like intuition and their power and their strength and their deep knowing that fully comes to life and like it's like sunshine- Yeah coming off of your body, right? And people cannot resist it on, on- Oh, yeah such a level, right? Yeah. Society and patriarchy and so many things, and I don't even think it's like men's fault 'cause they've been socialized too. I don't blame men for this. It's not like they did something wrong or something bad. And so what I see in this and what I know in this from a deep perspective is cause I've lived it. I've had to take inherited beliefs and decide if they were mine, and some of those inherited beliefs had gotten me to the place I was of success. So what do I keep? What do I remove? But it was this deep knowing, a return to myself- That was powerful. You talked about how you had to get clear, and what I caution people on is, I call it the man behind the curtain. more courses, more certifications, more everything to be able to decide that you are enough, that you know enough. Like really, you just need yourself. I'm not saying you don't need to go search for information, but there's no magic pill that you talked about. There's no magic one strategy fits all that will fix everything for you. It is the culmination of your work, your experience, your education, the transformations you've offered that create that deep centered knowing, and looking for it outside of yourself is dangerous. that is only c- continuing to give your power away to some degree. And and I'm not saying like that for new people who just enter the workforce. Like you need experience, you need education, you need understanding. But people who are in midlife like us, like you have some real experience that's very powerful, and you need to trust. If you don't trust yourself, expecting other people to trust you is going to be almost impossible. and women are that you, like you, the words you used, self-love, love that word. I love that phrase, the self-love that you used earlier, of that... It's like a tree almost, right? if you don't have all those roots planted firmly, you will sway- and you won't be that tree that gives shade to other people, that helps other people, if your roots are not strong enough. So that work is incredibly important, but also so hard. This is a great conversation, on so many levels, Kanika, because I feel like it, it speaks to so much of what I've been working on in my life over the last few years.

Kanika 18:25

Oh, yeah. Totally. I hear you. so I believe absolutely the same way, that for women, they've got to take their power or the divine masculine. That means just accepting themselves in their power. letting themselves be the center of their world and all the world around them. Rather than running for everyone else, saying, "Okay, I am the center stage." "The world revolves around me." That's when women actually get powerful and they start creating the empires around them.

Beverly 18:53

I believe in as you evolve as a business owner and as you transition, you do evolve the definition of success. So talk about how success has evolved for you from the start of building your business to today.

Kanika 19:05

Okay, and I love that question because I think, when I was doing all of this, I would've loved to know steps of what happens, and this is how I see the shifts for everybody. In the beginning, as we start our business, there is a lot of internal shifts that need to happen, both for men and women. It's a lot of internal- shifts. this would be imposter syndrome sometimes. This is, am I doing this right? Once you come over it and you start doing it, then there's still a lot more of, I've still got to do it, and I've still got to do it all. Now some of the people at this stage, they'll start hiring. And now at least VAs, they're the first hires very commonly. But we're still only giving out the work that is very admin and routine level. Scaling after that happens when you are Creating more white space for yourself. Meaning all those points when you have to think and do things- all those little points when you are able to outsource that. But you start doing that, and that is a up-leveling. It's like repotting a plant. when you get a little plant, you put it in a pot, and there's a certain size it can grow in that pot. Now you need to expand the capacity. This would mean people around you. This would mean the systems around you. You create that capacity- so that your business can grow a lot more, and you can do more of the things that you wanna do. So it's more and more an act, Now it's shifting from self-love. It's now more going to, "Well, I'm living my dream life, and I'm actually creating, visioning it, and just doing more and more of that."

Beverly 20:43

So I have a framework where I talk about, this kind of concept too. So I talk about fuel, focus, and fade. The things that fuel you, you need to obviously do more and focus on those things, and then fade the things that don't really drive us- Yeah that drain us, we need to fade those out to vendors, partners, or completely out of our lives. So fuel the things that light you up, focus on the things that you know are gonna intentionally make a difference to expand your life, fulfill your life, the things that light you up and make you happy, and fade the things that drain... Drain I would be more, specific, suck your soul. like accounting is for me. you wanna fade those things from your day-to-day as much as possible. Not that I don't appreciate accounting. Like the story that the numbers tell is very powerful for me to focus in a different way, Kanika. But you need to fade them from your day-to-day so that your capacity is more focused and more potted in a plant, in a pot that fuels and builds the things that matter to you. So yes, I think that is 100%, powerful for people who are, going through that success evolution in a way. So what does success look like for you today, Kanika?

Kanika 21:55

Oh, success is all lately it's been both meaning. the financial success, I think it's a side thing. But the meaning and it's more the transformation that has happened. Now I wanna just scale it up and do it at a much bigger level.

Beverly 22:11

it's changing the world. And right now, more than ever, for me personally, in the political climate we live in the world that we live in, women's agency is so much more important. And so I just feel very compelled that everything in my life has led to this moment, these moments. Everything. Oh, yeah. Every hurt, every wall I hit, every hardship, every resilience I had to build, every- everything has led me to here, and it was all for a reason. And that this is the reason, and that is- That deep knowing that it's like I can't keep it small. it's almost like it's bursting out of the pot now, Kanika, because it's like, nope, too small. Beverly, you gotta go bigger. So let me ask a question. You've worked with a lot of people in helping them develop this out too, which is so exciting, like we Or does it have to happen to you to the point where you're like, "I'm miserable. I hate my life. I'm exhausted." do you have to get to that point, or can you intentionally do it?

Kanika 23:10

We are all incredible manifesters. We may or may not believe it. We are manifesting what we think all the time.

Beverly 23:19

Yeah.

Kanika 23:19

So you can change it with that intention, that, "Yep, this is not what I like. Now let me sit down and change it." But if I'm in that rat race, it's going to stay the same because I haven't done anything to change it. If you do want to change, then, we were talking about this earlier as well, start making a list of the things that you do during your day. Absolutely. Maybe in just 30-minute chunks, and just write them down. What are you doing? What is taking your time? Then say, "Okay, which one of these is energy-draining?" Which one can I now outsource?" And so you start creating capacity for that. But when you're actually creating your calendar, I'll walk you through a system so that people can just do it for themselves. look at a new week, put that into maybe three-hour chunks, because our brain is very good when it works with focused time. Interruptions actually reduce the time. Or, if I would put it more simply, the more interruptions we have, the more... the longer it takes for us to do a focused task.

Beverly 24:21

Oh, that... Okay, that's so powerful, Kanika. I actually at midlife was diagnosed with AuDHD and realized that my brain works very different than other people's brains and why I struggle with some of this. But It's nice to know it's not just me. It's just that the brain in general needs to chunk and stack stuff, right? So The interruption is impossible. And while women are really good at multitasking, I would say perceived multitasking, because it's not really multitasking- Yeah It doesn't mean that it's actually healthy or good for your business if you don't have the uninterrupted time. Time is one of the things that we cannot get back. It is the most precious finite item we have as humans, and guarding it with your life. I definitely chunk and stack my time, and there are days I don't have anything on my calendar for a reason. That spaciousness you talked about to just think and be creative and read or do whatever that inspires you. I garden. I love the gardening analogies 'cause I garden. there's so much that you can do in that time that gives you spaciousness that, that will come back tenfold. As hard as it may seem for the person who has 1,000 things to do, start with a three-hour chunk. Start with a one-hour chunk. Whatever you can feel like you can give yourself that time. Do the exercises, do drivers and drainers and fuel. what are the things that matter? The thing about that exercise that I love, Kanika, and this is the energy thing. I feel like you and I talk about this very similarly.

Kanika 25:46

The first thing you would do on your calendar- Put

Beverly 25:48

that

Kanika 25:48

first is that put those things first, the things that nourish you, the things that increase your energy. Yes. So that is your sleep. That is all the stuff that actually- Exercise nourishes you. Yeah. Meditation, going for a walk- Pilates, like you name it. But you put those things because they are the fundamental. If you want holidays, and we should, so put those holidays in first. Then comes in your other non-negotiables after this. That could be, like it was, and it still is, school drop-offs and pickups for me.

Beverly 26:17

Mm-hmm.

Kanika 26:18

but you put those things- Yeah the stuff that you really wanna do, that's just valuable for you. Those are your values. But you just put your non-negotiables in there. That could be your date nights, that could be your family time. Whatever's really important to you, you put that. Now, after this, the next thing you put is your CEO time.

Beverly 26:37

This is the spaciousness.

Kanika 26:39

This is the thinking time. Yes. Yeah.

Beverly 26:40

Yes. This is yes.

Kanika 26:42

This is not the doing time. This is allowing the things to come in. So this is where you sit down and you think about, "Okay, what do I wanna create now?"

Beverly 26:50

So

Kanika 26:50

you do that. It's your ideation time. It's thinking ahead and allowing yourself, "Oh, what do I wanna create?" And maybe you have a chunk of it, like I have it every Sunday. I have that time where it's just thinking time, and I'm not doing anything. I might even just go for a walk, and that's that. Mm-hmm. And then after that, you put your promotion time. That's super important. whether you have your teams doing it for you or you're doing it yourself, but everyday promotion connection is really important. where I was failing in the beginning- was I was hiding behind everything. And maybe you could call that promotion time, or I would really even make it clear and I would say this is connection time. Because often we can confuse, we can go promotion time, fine, I'm gonna do 10 different posts, and we spend all our time doing the posts. You've not connected. You've not engaged with your audience. It's connection time.

Beverly 27:45

Yes. yes, yes. So this is so powerful. I'm gonna piggyback on what you're saying, Kanika, And just like you with the drop-off and pickup times, when my husband was deployed to Africa recently- I had to make a, a hard rule in my business that at 3:30... it was 3:00, 'cause at 3:30 my son gets home. At 3:00 my day was done. Because when he got home, he needed a parent present, because one of his parents was physically not in our home. So very much I'm not saying it's like having cancer, but very much in your situation, you knew that he needed you more in that time. I knew that my son needed me more at that time. So I was very guarded with that time. Then I put a cutoff in my calendar, no meetings after this time, so that I knew I could wrap up my day. If my meetings ended at 3:00, I'd have 30 minutes to wrap up my day before he got home. That's not to say that I didn't go and do a little bit of work after he was home and things were good, but my day ended as far as- the client was concerned. No more meetings, no more nothing after that time.

Kanika 28:39

Now I have so many ideas, and I need to create more, and I don't know how to do it," that's then the next stage where you start thinking in terms of scale. And truly scale- I feel is that stage where you are almost making clones of yourself. Absolutely. It doesn't mean that you're making clones- Yeah but does... it means that giving your team a lot more empowerment and clarity around what needs to happen so that the business is happening without you, and you are doing more and more of the stuff that you want to do.

Beverly 29:09

My word for 2025 was simplicity, simplify. So everything that I did the year before, I Loomed every task and Loomed how I did every single task, took the Loom, created a transcript from a transcript, created an SOP in AI, and then from there, my, one of my team members, she created, we call them playbooks, a playbook for every single step of our funnel and all the work that we do. And now every single person on the team can do those things. And I just got back from a 15-day trip where I didn't have to do anything while I was gone. I had complete spaciousness from the business because my team has the playbook. The other side of that is empowering them, cause they know enough about me how I perceive and what I believe, to make decisions without me. You're right, there's the two sides of like systems, and then we're in a point now where we're looking at what actually needs to be human-led and what needs to be machine-led, and what can we automate of the system- so that it's even less brain power we have to think about, and we can take that energy and give it more to the client or more to the team or more to the business that allows us to grow even more. Tell me a story about that person and their transformation and how it affected their business and why that work was so powerful for you.

Kanika 30:30

Okay, good. thanks for the question. So I have probably two sorts of clients, or maybe three. so that's the start, grow, and scale. So they're people who are wanting to do something, they're wanting to start their business, they're coaches, and they're wanting to build a profitable online business, but they don't know how. So with these people, I help them bring that identity shift that is then able to hold that strategy and create the capacity for that growth. So that's the start and grow. Depending on where they are, even if they've been having some success, it's taking that and then giving them the tools of how to exactly message how to actually do the conversation so that they're converting more clients. Now, typically, as stages go by, the next stage of my clients is people who are good at this, like they know this. And then this is two sorts of clients. These are people who are either really just busy with their work, and then they're like, "Well, now I'm very busy with my client delivery, but the minute I finish with my client delivery, now my pipeline is empty." Yep. "So now I need to go out promote again," so that's the feast-famine cycle. Or they're people who are just busy anyway, I get surprised. They, there can be times where they're even taking three, four days or weeks to get back to their leads. So what I do for these people is I offer a done-for-you service. My done-for-you service means positioning them as the experts that they are, helping them be that trusted figure online. I do energy healing for people. One of my clients, who came in, initially she was starting, she was wanting to just have people sign up to her $111 membership, and she struggled. People would tell her, "Oh, this is too much. I can't pay 111 bucks."

Beverly 32:14

Okay.

Kanika 32:15

And there was way too much that she was giving in that. it was four every week she was training them. it was just ridiculous price, right? Then as we started working with her, she went for a haircut, and her hairstylist is asking her, "Okay, what do you do?" And she just casually mentions, "Well, I am doing this coaching stuff." And she just talks about it, but now she has a sense of confidence and clarity, so she's owning herself. And it's just a haircut. The person is asking, all the questions and so on. And then at the end, when she's going to make the payment, her hairstylist is "Well, here's my phone number. Can you please give me a call? Because I would like to work with you."

Beverly 32:55

She was in a relaxed place, fully feeling what she was doing. Yeah. And that's so natural. And when you do what you love and you talk about it, it's so natural to get that reaction.

Kanika 33:07

Yeah. And she signed her first $5,000 client. She didn't even go chasing that person. That just happened because it had shifted her energy- Magnetic and she was so clear- with what she was saying, that the right person just leaned in.

Beverly 33:21

That's the beauty of really good marketing and branding is it should- Yeah work for you and not be so hard.

Kanika 33:28

Yeah. And then in terms of my scaling clients, so I had a financial broker who literally had this feast/famine story, and he's "Well, I get so busy with all the client delivery, then I, I'm just doing that because they have all these deadlines, and then my pipeline just dries up." So we started working with him, and first month he got his first call. Second month we'd actually booked four calls for him, and he's "This is so good because now I can just do my work and I know the calls are coming in, I know the people are prepped, and I know I can just show up and they're already ready." And it just takes so much of pressure off me and I can just live and finally relax in my business.

Beverly 34:08

It's a great feeling to be able to breathe and just be, and not be so- Yeah anxious it's just busy, busyness- in some way. It's so good.

Kanika 34:17

Yeah.

Beverly 34:18

Okay, so I have a question from marketer to marketer. If I could wave my magic wand, 'cause I actually have one, okay? Ooh. If I could wave my magic wand and make one marketing challenge for you go away, what would that be?

Kanika 34:31

I'll give you the background story. Okay. So I've been expanding my done-for-you, um, service. and so far it was more in terms of scaling systems. I think I've just almost got it now. so I'm actually trying to think, okay, what is the next one after this? Okay, I'll give you one, simpler one. I know what to do with my LinkedIn. I know what to do with my Instagram, and YouTube, I just haven't paid as much attention to it- just because of the focus. But what specific advice would you give for YouTube?

Beverly 35:00

Oh, so YouTube is a video channel. I would go through YouTube more than I would Instagram right now. LinkedIn for sure, because of what you do, you have to, yes, for sure you have to be there. YouTube is these three specific types of services that you work with. So stay within your content pillars, create some playlists around that content specifically so it feels very, curated for that particular person, and then optimize the search out of it tremendously, and then share it everywhere from your email, your website. It doesn't have to be long form content. Short form content is doing really well on YouTube right now, so like little reels that you'd put on Facebook or Instagram work really well right now. I think I'm gonna say this and this-- first of all, you don't have to do everything, and if LinkedIn is working for you, don't exhaust yourself on a tool that doesn't need to be yours. But if you wanna dabble in it and you wanna kinda test, go be uncomfortable, be on camera, do these kinds of interviews, really test it, grab the best bits, put them in the YouTube Shorts, and then take your best written content. So I have a whole repurposing content engine. Take your best blogs, your best social posts, and make a video about them. Because if they did well on one channel, they're probably gonna do well on another. don't reinvent your wheel thinking you have to have like brand new content or exhaust yourself there. You know what works. You know what you're clear about. You know your content pillars. You know your niche. Really just stay inside of that, practice. I think being on podcasts are great places to find your voice and your clarity. There'll be something from this particular interview, maybe there's a, a TEDx style powerful quote you're gonna say or something, build off of that. don't feel like you have to start from scratch. Do the things that you know already work and just build out that content, library further by making it a YouTube Short or making it a longer episode that you can just really go and build your authority more inside of. Does that make sense?

Kanika 36:53

Oh yeah, Totally.

Beverly 36:54

build up playlists and libraries of things that build around your content pillars, and then use that content integrated. So- on your blog post about Clarity, pull in a couple videos into your blog post that link to your YouTube videos if they wanna go even f-further. it should be a natural connection to that tool. If it's not, then it probably is not a tool that you should be on. If it doesn't feel like an extension of you, then it's probably not a good fit, and that's okay. You don't have to be in everything. Please don't be in everything. as marketers, we feel more pressure to be on things 'cause we wanna show the clients what's possible on these tools. but, I don't work Instagram. My team does 'cause they're 22 years old and they live on Instagram. that's not a tool that I exist on a regular basis. But they do, and they can share my stuff, and it can be Instagram better than on, on LinkedIn. I live on LinkedIn. That's my favorite place more so than ever 'cause it's not extremely political. It's very empowering and business-minded. so I, I like it just personally as well. but it needs to be a n- natural extension of who you are, Kanika. It can't be contrived or something that's not you. So take your stuff that works and maybe start there to make it bigger and more visual. Absolutely, 100% the tool of the year. So my last question, I, we have spent a lot of time on this call, and I appreciate it 'cause it's just been lovely. b- I just, it's the synergy is so strong and beautiful, this is why I love this part of the work is that I see, get to meet these amazing, strong women who are doing really cool things. But the last question I ask everybody is what does it mean to you to be wickedly branded? And how do you personally show up as wickedly branded in your life and work? And what could our listeners... to be more bold and authentic in their, to be more wickedly branded in their work as well? what a piece of advice would you give them?

Kanika 38:36

I have one word.

Beverly 38:37

Unafraid.

Kanika 38:37

Be unafraid. Just do you. Whatever excites you, whatever really empowers you, just do that and more and more of that. Letting go of the fear, but almost just being so so fueled by what you are creating or by what you are doing that you almost don't even have time to look at the fear or think about all of that, but just be you. That means saying things the way you want them to be, being very clear in terms of what you are saying, not mincing your words. Because as much as people would sometimes not want to hear the truth, the fact is that truth is so liberating. It is so healing for everybody. My best feedback, my best stuff where where I have truly moved my business- came from just truthful feedback. Just clear feedback. So- being wickedly branded is just being unafraid of any judgment, of any fear, and just doing you.

Beverly 39:31

So powerful. A great way to end this episode. Fear is just information that I'm about to level up. And so just acknowledge it and do it anyway. Don't

Kanika 39:43

be afraid. I love that.

Beverly 39:44

This has been an absolute pleasure today. Where can people find you, learn more about you, work with you? Where can they find you?

Kanika 39:52

find me on LinkedIn or Instagram @kanikaenergycoach.

Beverly 39:57

This has been an incredible conversation. Thank you for being here today.

Kanika 40:00

Oh, thank you so much, Beverly. It was so good, just having this chat. It felt more like a chat rather than a podcast interview. So thank you so much for being a gracious host.

Beverly 40:09

It was wonderful. To my listeners, I really hope today's episode maybe gave you some magical bit of advice, whether it was the drivers and drainers, whether it's the being unafraid. I hope it lit a little bit of a fire under you and gave you some new ideas, but most of all, inspired you to take some kind of action toward something that felt more you, completely you, in alignment with who you are, what you need. Because here's the thing that I know for sure: your message matters, your work matters, and the world needs to hear what you have to say. So marketing isn't just about this, visibility tool- It's also about the impact that you're gonna make in the world, and it's about connecting with the right people in a way that feels completely and 100% in alignment and true to just you. So I want you to keep showing up, keep sharing your brilliance, and keep making magic in the world. And if you ever feel stuck, please reach out to myself or Kanika. You don't have to do it alone. We're here to walk with you, to help you, to guide you. We're here to turn your spark into a wildfire. But until next time, I want to dare you to be Wickedly Branded.