299. Charging for the value you provide

299. Charging for the value you provide

Ever wanted to sit in on one of my coaching calls? Well here is one of them with an amazing human being and leader who doesn’t know how to monetise her worth. You’ll hear her talk about how much she has done but it takes her a while to even reveal that to me. Tash heard me speak at an event and booked in a time to chat.  

In this episode you will:

  • Learn how to not do work for free but value your worth in business
  • Understand how to look at online products 
  • Learn to package your value up and monetise it
  • Take a deeper look at being interviewed on other podcasts – how it can grow your business
  • I answer a question about the audience you sell to
  • Rethink your product offering by focusing on transformation 
  • Understand how we don’t value the things that we are good at, and why we need to break that down 
  • Hear us talk about teams and leading teams 
  • Learn how the foundations of the Emyth by Michael Gerber built Tash’s 8 million dollar business
  • Think differently about the psychological issues that come with putting your self out to the world
  • We talk in-depth about charging for what your audience wants from you and how you valuing what you do makes you better at what you do.

All this and more, on this week’s episode of  Should I Start A Podcast. 

Make sure you listen to the end … I’ll break down this episode to give you 3 small steps you can execute right now to help you take this listening experience into execution experience. Also, if you know a business owner that needs to hear an episode about why a podcast is the best business development tool, please share an episode with them. 

Pretty Please. Enjoy the show.

After you listen to this episode I would love you to take these 3 small steps that will help you <Charge for your value>

  • What are people asking from you? Take 20 minutes and a blank piece of paper and write down these topics. 
  • Even if you do #1, it’ll make a huge difference. Allocate 30 minutes a week in you calendar to breakdown each of these topics.
  • Write down next to to these, who you could interview that would be a great voice for that topic? 

What you pick as your strategies to grow will depend on where you are at in your business. Pick the right strategy for where you are at and not where you want to be. 

These are 3 small steps that if you execute, irrespective of where you are at in your business and podcasting journey will make a huge impact on your making your podcast more profitable & more impactful. 

If this is the first episode you’ve listened to all the way to the end or if you are a regular, thank you … I love that you are here. Check out our back catalogue on  ShouldIStartAPodcast.com, subscribe to the show and give me a review and rating, it really helps us get found more. 

If you are a business owner podcaster and want to join others just like you in a group where we share tactics & ideas on what’s working (or not) for us when it comes to using our podcast in the best possible way. For more on that go to wearepodcast.com/group … it is free. 

We Are Podcast 2022 – It is happening this year. For the latest announcements on Australia’s first podcasting conference for business owners, join the free group wearepodcast.com/group Stay tuned next week when we going to go through another coaching call. We cover lots including why a coach is important for your growth. So, don’t forget to subscribe to the show to get that episode as soon it gets released. Until then, much love.

If you’ve never heard of our work before, there are 3 things that I think you would benefit from right now…

1. Listen to this playlist of How to Podcast for Business.

2. Get the the Recurring Results Roadmap (if you haven’t already).


Having worked with thousands of business owners to create a podcast for their business, I’ve created The Recurring Results Roadmap for Podcasters™.

It’s a step-by-step guide to growing your business to 7+ figures using your podcast.

Importantly, it removes the guesswork so you know exactly what to focus on at all times to generate that recurring revenue.

The best part? It’s personalised, free and it lets you get started straight away.

Download The Recurring Results Roadmap for Podcasters™ here.

If this is your first time here, this is Should I Start A Podcast. I’m Ronsley Vaz. Each week you’ll hear me, and a star-studded guest lineup, dig deep into the podcasting process. We’ll bring you tactics, tips and tricks to use in your own podcasting journey. We’ll teach you how to build an audience. And we’ll show you how to keep them coming back, show after show.

So if you want to start a podcast, or expand your current audience, this is the show for you.

Here is the transcript of the entire episode for those who like to read …


people, business, podcast, conversations, team, sheet, work, listened, person, hotel, interviewed, lead, leaders, tertiary education, written, tina, read, seeking, strategy, monetize


Tash, Ronsley Vaz

Ronsley Vaz  01:02

VAZ I want to be of most use to you. So I’ve read your what you’re looking to get out of this session. And it’s a bit different to everyone else. So I mean, the on my second session out of 28, or something people that booked into this. So maybe you give me a rundown you said you just basically want to get on to other people’s shows?

Tash  01:22

Well, yes and no, I think when I listened to you at her empire builders, I got a lot out of your session. And I feel like it helped me clarify a little bit about what I’m trying to do. Because I feel like I’m a little bit lost and don’t really know what it is I want to do in the online space. However, every time I start brain dumping, or when I listen to your session, everything kept coming back to leadership and team. So I thought all right, so what I’ve written even down now 12345677 different clients, I’ve given work for free, I’ve written down what then most needed from me, and then highlighted the commonalities. And again, it comes down to what they’re seeking from me from a team perspective how I engage people to get the best results. Now when I was in your session when in Lucifer, her empire builder, and we kept reworking that paragraph, I wrote, I wasn’t born a leader, but I learned how to become an exceptional one. And that’s true, I have no formal training. And I feel like I was quite shy when I was born. But through experience and career and all of that I would probably say one of my strongest qualities is how I lead teams. And that’s probably been my career success. So I feel like I’m asking two things of you, one, to help guide that direction and to how I get into this online space because it frightens me a lot. I have listened to a number of people talk self included a lot of what I’ve listened to because I’ve chosen things of interest to me a lot of what’s of interest to have listened to I agree with the so No, how do they go from where I am, I never even occurred to me that I’d be thinking about doing stuff like that. But I’ve been interviewed on a couple of podcasts before.

Ronsley Vaz  03:13

Okay, so let’s backtrack a little bit. And it’s sort of define this space is like, it changes so quickly. I have been blessed I keep telling my parents like I literally have been blessed because I decided to do my bachelor’s in computer engineering, and everything is built right now and computer science and engineering. So I understand maybe things better and quicker and faster. Because of that. Let’s talk about leadership and team so that you don’t have a product, you’re in Tina’s thing. Your goal, obviously, is to have an online product itself.

Tash  03:45

So I’m currently doing her idea to launch and working through her program. And what spurred this on was I regularly have people coming to me seeking advice of some sort. So five minutes before you and I have jumped online, I’ve received a message for someone else saying Can I jump on a zoom with you? I’m taking the plunge to move to Brisbane for career advancement. I want to grow more. But I need to talk to you about staying connected to my local community for events, how to advance my business online, I need to understand how you do what you do. So I get messages regularly.

Ronsley Vaz  04:18

So you say that again? What are they looking for? I mean, oh, you also mentioned before that you didn’t charge for staff, what are those services? Are they getting off for you that you’re not charging

Tash  04:29

for? Did you really have to ask that question? Yeah,

Ronsley Vaz  04:33

I almost missed that. But someone came and knocked me on the shoulder and said, Hey, remember that one stuff attached?

Tash  04:40

So that’s the very reason I’ve actually joined Tina, because what I found was I was regularly spending a great deal of my time helping people because I had answers that they were looking for. And I thought it’s time to perhaps package this up a bit and somehow monetize it. So I’ve had a number of people that have Come to me that actually have their own teams. And I’ve had two businesses that are a one man band. But consistently, they’re all seeking the same thing. And it’s often about relationship building, building great teams, rather than getting involved in the cogs. Some of the companies that I’ve worked with, have had financial challenge and disconnect from the team. So they haven’t seen a way through. So I’ve helped them break through that part. So then by joining Tina’s group and doing the idea to launch I thought, right, there’s obviously something I have that people are seeking, I need to be able to articulate what that is, and monetize it, so that people can have it, but it’s at a cost and move forward. And I’m very interested in podcasting. I just didn’t see myself as taking that journey just yet. But I have been interviewed on some podcasts and by being interviewed on podcasts has increased the people that contact me and say, Would you mind if, which is wonderful. But again, they all ask for a similar thing. So I thought, all right, is what I’ve got to offer leadership, people and culture. But I don’t really know,

Ronsley Vaz  06:05

the two things here that are really important to know, one is the kind of person you’re going to help to the leadership and team and all that kind of stuff extremely important. Like, who’s that person? Are they working somewhere? Do they see themselves investing in themselves? Or are they business owners? actually forget the second thing? Let’s answer that question first.

Tash  06:28

Yes, yes, every single one of the people that I’ve written down definitely sees themselves investing in themselves. So for instance, one of the people works for a transport company, and she was promoted into a role and she wanted to invest in herself to grow so that she could do the best in the role she had just gone into, to have the people own their own business, and have done for some time that their business was not performing where they wanted it to. So different sorts of people, but essentially still wanting the same things.

Ronsley Vaz  06:57

When you’re saying they want the same things. And they ask you, Hey, TASH, would you mind if what are those things that they’re asking? Like, what do they say? I would like this from you. And then you can tell me what, what you learned. And

Tash  07:13

they say to me, I would like to know how you do what you do, which is very big, because I don’t know where to begin. So when I often say What do you mean by that? What part of what I do? Are you looking at your liking or whatever. And they said, particularly with your team, we never seen you we always say team, but somehow behind it all. It’s you.

Ronsley Vaz  07:34

So you have a team, obviously, yes, when he fires people,

Tash  07:39

and they do what I own to hotels,

Ronsley Vaz  07:42

it’s crazy that I don’t know that from the start. So can you give me a bit of background or what you do? I would love to know that I understood this, like, you know, you’re getting into business for the first time. You’re a fucking entrepreneur, your proper, can you give me some background,

Tash  07:54

I’ve owned five hotels, and I’ve only owned two. One is the orange in New South Wales into New South Wales. And one is in Redondo, which is regional Victoria, I’m part of the franchise group, that’s quest department hotels, I bought my first hotel when I was 28 years old, and it had 20 rooms, so very small and couldn’t afford a lot. So I did all of the things. And I bought that in 2005. In 2007, I bought my second hotel and I won franchise of the year. I just love what I do. So it’s just I create teams of people that run really great hotel space.

Ronsley Vaz  08:29

Amazing, phenomenal. So I understand that you’re in a position where you’re like, I don’t know what to deliver, but you obviously have enough to deliver in terms of people are trying to build teams all the time, even a solopreneur The hardest thing, the hardest thing for any business to grow is to go from a team of one, which is you yes to a team of two, that is the hardest job, then the complexities get worse when it becomes you know, 10. And then when you have to have nested teams and add repos to that team and that. So there’s all these different elements and how to lead all the teams how to structure the meetings around having all those things.

Tash  09:09

My first team only had five people, I was reception housekeeping because it was a 20 room hotel. So it’s a little five people. And I read the E Myth by Michael Gerber. And when I finished reading that I do gold five star hotel organization chart, and I printed it. And so all of the jobs and then I wrote my name in the boxes that I was in, and then I started to work out which boxes do I want to take my name out of first? And who do I need to find that can do a role like that? So that when I take mine out, my name stays out. And then I built my empire. Obviously, I don’t run a five multi year, but then I bought my second hotel which had only 40 rooms. So I now had 60 rooms in my pool. But my team went from a team of five to a team of 20 and I really struggle And I won franchise of the year and I was in financial review and all of those things. And then I almost went into administration. I was indecisive, I was making lots of mistakes, things were out of my control, things were in my control, it was just fucking all over the place. So I sold one business, the 20 room hotel for only a million dollars. But that’s a lot for 20 rooms, the second hotel, the sale shell through four times, because I made so many mistakes, I lost half a million dollars, and I sold it for half of what I paid for it. So I feel like all these experiences and then I moved because I was living in inner city Melbourne in porcelain a smell when I moved to regional New South Wales. So I live in Aubrey, Aubrey Wodonga border, and I went into a partnership, and that the person started stealing money from me. So I had that experience. So I exited him from the business. And I now turn over four and a half million dollars in this hotel and I’m in a partnership with quest orange, that’s now valued at 8 million. So all I know some stuff, I need you to package it now.

Ronsley Vaz  11:06

It’s like this, right? I mean, the thing is that your packaging it with Tina, so I want to give you any more frameworks that’s gonna confuse you, she’s probably have some sort of framework in terms of how she’s taking you from idea to launch, the way I see it is, you are like proper female entrepreneurs, but you should be known as a female entrepreneur for doing all these things than you should be, you know, leading in this space. And this is probably a really good reason that women don’t get featured more is because they are in a position like you or like bola and have done all these things. But they’re like, I don’t even know what to say. Maybe the conversation is what will people think if I say it this way? How do I have to edit it for the world? If those are some of the thoughts that you’re having? Then let’s talk about that.

Tash  11:56

Okay, because I’m worried about being showy. I’m worried about getting it wrong for other people. It’s all good. And well, for me to have been a franchise of the year to have almost gone into administration to have had my business have money stolen, they all happen to me, and I can fix me. But if you were my client, and something happens to you, that would worry me. I totally

Ronsley Vaz  12:21

understand that. And that’s another thing that you have to be very careful of tasche super careful that if you are not aware of those boundaries, you can start attracting clients that don’t have those boundaries. You are not responsible for anyone’s decisions. You’re Not You can’t take that burden upon yourself. That burden leads to paralysis as well.

Tash  12:43

That’s potentially why the people that have come to me, I’ve offered it at no cost because I feel like if I wasn’t charging, well, it’s a conversation. However, having embarked on Tina’s thing, I do want to monetize this. And what I also feel like I do well is I share my experience. So rather than saying this is what you should do, I say, This is what I did when this occurred. And this was what happened. In hindsight, these are some of the things I would have liked to afford about or, or done for myself. So it’s an experience that I am relating it to for sharing that vision and allowing them to interpret it themselves.


Hey, this is Elizabeth McIntyre. I’m the CEO of think Brooke, Australia, host of our podcast and leader of amazing humans. I’m on the inside of we are podcast members, or as we like to call it the way Emily, if you are thinking about growing that business using your podcast and your online presence. Come join us on the inside. I would love to meet you, James and Ramsey coaches to get those recurring results in our business. If you want that roadmap, which we all follow to get those recurring results you can download [email protected] are podcast.com. Now back to the show.

Ronsley Vaz  14:06

Can I paint the picture for you, Tash? The picture is that you’re having conversations with other leaders around topics that highlight leadership and team and in a year from now you’ve had 52 of those conversations on a platform that you’ve created about leadership and team so no one has to guess as to like what value you bring, because these are just conversations, right? These are just conversations that you’re having with a bunch of leaders. And they know you as being the center of this conversation. Because you’re highlighting stuff. You do it in your own way because it’s your show, you can say, hey, this is what I did for myself. So that way you remove the burden of I don’t want to be showy because you’re not like this is the shortcut. The shortcut is have an interview type show and is structured in a way that you get the story out of the person. Yeah. And highlight your experience over that. What’s the landing for you?

Tash  15:08

Yes, that is exactly what I would like to do. So one of the podcasts that I was a guest on was primarily, I was part of a p2p networking group. And so the person interviewing me was also part of that group. So she decided what my experience was with COVID had just hit. So I was talking about my experience, and what I genuinely loved me sharing some of the choices I’d made and the experiences I’ve had and the outcomes. And what I enjoyed as well was the phone calls and conversations I had following that were people from the public and private sector, trying to understand how they could create that for themselves in their own team using those experiences. Because what do I actually do is I analyze teams and understand how to create a team through profiling. So when I’m recruiting, I actually recruit teams that all offer something different, and it’s like a jigsaw puzzle. And if a staff member leaves, I don’t replace that jigsaw puzzle, I changed the jigsaw. Does that make sense?

Ronsley Vaz  16:13

100%. But the thing is that what you’re trying to convey will come with more conversation that you have with people. And the more that happens, so if I was you, I mean, think of the fact that you’re having these conversations with people, but actually ask them questions more than they ask you questions? Is this my suggestion? I would use that at this point to my advantage. I’m like, okay, cool. People are getting in touch with me. That’s fucking amazing. So I would do that. And I will start making notes on what topics these are

Tash  16:45

the local tastes. So Wangaratta, Tate has asked if I would be interested in adding a layer into their business studies course, so that students get to talk with a real life person, because I actually went to one of their luncheons and I said, one of the things that I think’s wrong with the tertiary education system is it’s textbook, then these people leave these tertiary education site in the real world. And it’s often very different from what they’re expecting, like real life people and understand what works. What doesn’t, why does it work? Why doesn’t it?

Ronsley Vaz  17:20

Yeah, well, 100% I mean, my first business failed, after having a Master’s of Business Administration had an MBA in leadership in psychology, I should have known how to run a business. But when you run a business, it’s very different to like actually having all those tools. So I agree with you, 100%. And I think that whatever your idea to launch, how far away are you from that,

Tash  17:41

I’m procrastinating, so I really should have completed it by now. And I’m sitting on my hands,

Ronsley Vaz  17:45

how give you a couple of solutions here, what I would do if I was in a position is for half an hour aside, to just do that, like just have a rhythm, it’s in your calendar, you land up doing it, if you land up not liking it, you can just literally look at it for half an hour not doing anything yet. But if you lined up going on a roll, like just do a little bit more, and I promise you, you will make the thing. It’s just that initial Band Aid thing, like once you pull it off, you’ve got so much of value, it is crazy. And these are the stories that need to be heard. In fact, if you go around finding more women leaders to have more of these conversations, not only then you get positioned as this person, and then you can create a community around that, then your course becomes something around that, which is actually really important for a lot of leaders going in how to structure how to do this, how to do that, how to like have your meetings, how to have the agendas for your meetings, how to have your reviews, how to lead how to have your monthly CEO debrief, there’s so many different elements, what numbers should you look at as a leader in what position?

Tash  18:56

I agree with you because when I’ve spoken to a lot of these people, this is the thing of First of all, what I do is say whatever is in your head, just start talking to me and I just jot it all down. And then I start to batch it, and I just get a highlighter. And I’ll choose pink and I go write everything that’s the same as pink. And I’m like, now let’s categorize it. Because when you look at something so big, it’s overwhelming. When we break it down, you could just do one thing at a time and we can move forward. And so then we set 90 Day action plans, and they have to get through them. And one of the people that was actually facing administration, I’ve had that experience. So I know what that felt like. And I said, I can’t get you the money. But it’s the money finds its way to you. We need to work out how you’re going to never find yourself in that situation again. How are you going to pay it back with interest and how you’re going to move forward?

Ronsley Vaz  19:45

Was that a potential client type of person? Is that what you mean?

Tash  19:48

Yeah, it was she’s just opened a second business. It’s amazing. She’s doing a wonderful job. And I regularly keep in contact with her. And when you start a business, you’re so passionate but you’re emotionally tied to it and You’ve got to sever that tie. So you can see it for what it really is, the same

Ronsley Vaz  20:04

goes to your situation, right. That’s why you’re here, I have been working on a tool sheet that I will share with you. But it’s not for public use yet. So you just have to make a copy. I think the strategy sheet will help you tremendously in terms of creating something for you and your business and making something that is useful. And you feel excited to do, because I just think that you want to make this impact. But like, I think this is the thing with everyone that we want to look good doing it. And we like, if we don’t look good, then we might have got it wrong. And I can totally relate. And I can tell you that it’s not something that I deal with easily, but it’s something that I have to deal with. And Tina is probably the best person in terms of a coach to have,

Tash  20:51

I do know that I can have a one on one with her as well, I might actually have this very conversation with her as well. She knows me, but I probably need to open up a bit more about where I’m actually at. And then down the track. I think I probably want to read books and time with you. Because I am interested in podcasts. I just don’t know where to begin. Yeah, actually,

Ronsley Vaz  21:11

this tool sheet is something that I’ve decided to make for primarily the same reason that it’s like how can I kind of direct someone in a way that it’s not about microphones or any of that stuff is actually about what to say? Because that matters more than anything else. The main thing is that you have to read through this. But you go to the strategy sheet and ask you a bunch of questions and spend some time answering these questions in terms of like, in the best case scenario, don’t overthink it, just fill it out once you filled out the strategy last year here for you to be episode one. So you’re starting from episode one, when you want to go live, you can just pick a date, and then what’s your frequency. And then it’ll give you a checklist. So here’s a checklist of what you do before you go live. So if you click on that, set up your microphone, Dropbox, confirm podcasts titles, if you need any of that sound like you don’t know where to begin, or you know exactly where to begin, like you have all this stuff. And then you go back to your strategy sheet. And then once you enter this, it’ll give you so for example, if I entered one, in your case, episode to go live, let’s say, I don’t know, November 21, and say every seven days. And then also, if once you go to the publish sheet, which is here, it will populate the published shape for you. And this has basically everything like the guesswork when you record just to keep track of everything. So this is your sheet for your regular podcast. So you have 93 days before Episode One goes live. I kept an example here, just in case, anyone wanted to know, this is an example of mine for episode 267. Here is a one sheet of how I prepared for it. So this is the person I interviewed, I had all this stuff, you know, so everyone can get an idea of what you could prepare for your podcast ingests. Everything else, like here are the assets. So I’ve given the whole dropbox folder with like, after the episode got published, we created a breakdown, which means from the breakdown, we got quotes, this is how we got the quotes is that Facebook content? Here’s the Instagram content, just examples of how we use that for that particular podcast, with all the images and all that kind of stuff. So just ideas of how to use the sheet. And then how to measure progress really is the next sheet here. This is like how many episodes have you in the bank? How many have you recorded? How many lessons have you gotten for this episode? What is your average bird thing? How many leads have you got? And what partnerships are you creating from your show. So it’s just gives you everything in one sheet. This is actually for our sort of people in the membership. So I’m still just developing it, but I’ll share it with you. But the strategy will help you tremendously TASH because I think that the idea really is this, you got to share your stories, but it’s not only about you sharing your stories, it’s about you highlighting a cause. And the best way and the easiest way to do that is to have conversations with people because not only the create good content from that you also open doors that are just crazy. The amount of doors that podcasting will open for you is just crazy. So you just have to work out how that ultimately leads into what you’re delivering with Tinos idea, two things. So I suggest right now putting time aside to do those things for sure. Do a US thing and then do one on one with but I think more and more. You got to remember that these voices your voice and all the voices that you’re going to highlight are so important because there’ll be a lot of people looking at your, for example, around you even not only your team family, it’s just like, if you give yourself the permission, the automatically giving them permission as well to kind of do these things. So I think it’s just starting the journey is probably the thing that we just got to get on.

Tash  25:17

Thank you very much for this time. Look, I’ve taken some notes. So everything you’ve said has made sense. And what makes most sense, strategy makes the most sense. And the most that I like, because I feel like when I have structure and strategy, I’ve got a roadmap.

Ronsley Vaz  25:33

You’re right. Once you have the strategy, then you can plan. I mean, yes, probably should be in your course as well.

Tash  25:40

Right? Yes. Thank you so much.

Ronsley Vaz  25:42

You’re very well go see it, I shall go away. All right. So you still till the end, you found this useful, and you have a business. And, Paul, you have a podcast and a business. And you kind of want to make it work for you and grow your business using this podcast? Will. You know what, that’s something that I have helped 1000s of people do and 1000s of businesses do in different forms, through an agency in a one on one fashion through a conference, in a group and obviously in courses and stuff. So please, I want to be able to give you something that you can use to get recording results in your business using a podcast. We call it the recurring results roadmap. It is years of putting this in practice. It is the blueprint to get results in recurring results using your podcast if you’d like that, send me a message [email protected] I want to hear from you. I want to hear your voice or I want to hear from you. So if you’ve listened to this and you want that roadmap, please send me an email [email protected] I want to hear from you. Much love. I’ll see you in the next episode.

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