$20,500 from one webinar, 30 days after training.

Carla: Hello, everyone. Carla Cherry here. I'm talking with Norma Hollis. Norma, I want to ask you about the highlight of working with me and joining the program.

Norma: If you really want to know my number one highlight, it's called $20,500. And that actually took place 30 days after the training was over. That's what I earned. So that really put a big smile on my face.

Carla: Love that one. So tell me, how did you earn that?

Norma: A webinar. You gave me great guidance for my webinar. I learned that from working with you. I put together a format that was authentically mine, that I could deliver in an effective way, so that potential clients know what they're going to get by working with me. And they did. It was a very easy, simple task to do, and it gave me $20,500.

Carla: And how long did your launch take?

Norma: It was just a simple launch. I only had one affiliate, and it wasn't a lot of people on the call, but it was enough to generate the income that I needed. As a matter of fact, I was able to oversell some people, because when I talked to people about the product I was offering at the webinar, they actually wanted more than that. So I was able to upsell 2 of the people right from the very beginning.

Carla: So what was the game changer? Where were you before we worked together?

Norma: Before, I was confused. If you look behind me, that's my Authenticity Grid that I train from. It's not a single item to teach. It's 9 different, actually 10 different concepts. But you helped me understand that I only teach one thing at a time.

Those of us who are creators of our programs and our courses, our wonderful stuff to help humanity, I know for me, I started out with the whole picture, the whole thing. It took me a long time to break it down in a way that people can take bite-sized chunks. I remember one day we talked and you told me, just teach one thing. Just teach one thing. And the light finally went on. I said, just that? And you said, yes, just that. And I said to myself, oh, but I think so much. But I understood, once you were able to get through my thick head and my product focus. I knew the value of the work that I do and how I'm going to help people. But how are they going to pay for it? You helped me focus on that and find a very practical, constructive way to make it happen.

Carla: A lot of times it's just about breaking it down into bite-sized pieces. We're selling online, people are moving fast, and clarity is king. Once you get people on the phone, you're good. The work was getting them from not knowing you to getting on the phone with you. We built out the steps they take to get to the next step, and then the packaging. If we overload them with too much information, people get scared. We moved it from complexity to simplicity, in a results-based way. And, if I can brag about you for a second, you owned the first Black speakers bureau.

Norma: The interesting thing is I'm combining three careers. My first career was helping families and children in early childhood. The second career was the first Black woman-owned speakers bureau for Black speakers. That's where I learned business, learned about speaking, and also learned what happens to those beautiful preschool kids when they become adults who have been in corporate America for a couple of decades. And now, with my authenticity coaching program, it's making a big difference.

Carla: This was a really great experience, working with you. I refer you every chance I get.

Norma: Thank you. I do appreciate you. Anytime anyone comes from your world, I'm super excited, because they're always amazing.

Carla: What did we change about your packaging?

Norma: You gave me more clarity putting it together, so that it went right to the target market and to their pain points. I had some challenge identifying the pain points. When you're into your stuff, you're just into the value. It works intuitively as well as from experience, but sometimes it's hard to break down why people would come. You helped me understand that.

It was a hard training to get, because as a creative producer of a product, of human development, we're into our stuff. Changing the mindset from "oh, my stuff is so great" to "this is why you need my stuff" is a transition I had a hard time making. But you were the only one in 20 years of being in business who really helped me make that transition successfully. So I didn't end up spending money on marketing, paying people who didn't know what they were doing. I paid someone and I got my money back multiple times in just 30 days. That's a big difference.

Carla: I appreciate you saying that. I really do.

Norma: Well, it's authentic. It's true.

Carla: One of the challenges was that you're so steeped in this information, and it is so complex, because your mission is so powerful: bringing people out of the corporate world and back to themselves, back into their own authenticity. Behind you are the 9 grids, and it's such a process that they go through. I remember we were looking at your funnel and we had to make the diagram bigger, because we were going from here to here to here, and then back to here. We had to simplify it. And I think you've had multiple people tell you, what's the benefit of being authentic? You can't monetize it, you can't calculate it. That was our challenge.

Norma: We showed that you can. You can very much monetize it. If I can monetize the concept, from nothingness of a concept to a program that actually brings $20,500 in one session, that's major. If authenticity can be monetized, whatever you're doing can be monetized.

Carla: 100%. So if people are sitting on the fence about jumping into the program, what would you tell them?

Norma: Why are you sitting on the fence? Fences have those little spikes in them. You're going to end up with a spike in you if you're not careful.

Carla: One of the things I preach is going for your favorite client, and then going for more of those. That's what we get to do. I go for my favorite people, and it becomes like hanging out with the coolest people in the world and helping them make money.

Norma: I'm loving it.

Carla: Thank you so much, Norma, for joining me. I'm so excited for your success. Tell people how they can find you.

Norma: You can find me at normahollis.com. I'm on LinkedIn as well. But at normahollis.com, check my authenticity assessment. You might be surprised at your authenticity score. On the homepage you'll see a link for the free assessment.

Carla: Thank you, Norma. I appreciate it.