Monthly Archives: March 2014

How To Stop Under Charging!

by Leonie Dawson on March 26, 2014


Hello gorgeous hearts!

It’s all family-family-family time for me right now, with pockets of work, writing, creating, aligning, slotted in here and there. I love being a mama. I love what I do. I don’t want to ever have to choose between the two.

I’m so so so infinitely grateful that I don’t have to. That I’ve crafted a life + a business where the two can work together.

Photo on 25-03-2014 at 4.55 pm #2

{This is me + my little loves having a GIRLZ PARTAY in my studio/office/turquoise thinktank yesterday afternoon. I’d been doing a bit of work when Chris brought the girls in to visit so he could start cooking dinner. Beth promptly fell asleep on my lap, and Starry drew pictures of butterflies. The sacred balancing act of life, mamahood + business!}

So, since we are getting ready to launch my new Double Your Biz Course for Academy Members, I thought we’d talk about another icky-sticky, itchy, uncomfortable problem that loads and LOADS of entrepreneurs come up against:

How do I overcome undervaluing my services as a coach?

I’m in training to find out how to pitch myself within a professional price bracket. The little voice of “you are only training and how can you justify your fee” always pops up and undermines my confidence.

It’s to do with confidence and self-worth, and I can rationalize and think about it logically, but I do keep tripping myself up. Any advice will be gladly welcomed.

Oklydoklywho! Let’s get to it.

So, whenever you’re just getting started, or you’re offering something TOTALLY new, we all can be supsceptible to hearing that shitty voice inside our head.

The one that says crappy, unhelpful things like:

  • Why would anyone pay you?
  • Who are you to charge so much?
  • You’re still in training / just getting started / don’t have a track record yet.

And all those other negative nasties.

Our lovely Q here knows in her big ‘ole brain that this is her self-confidence (or lack thereof) talking. That these are her little demons on her shoulder telling her things to knock her right off her soul’s path.

But just because her brain knows it ain’t true, doesn’t mean her heart can’t hear it.


Oof.  Tough cookies here.  But guess what, goddesses?

There is a SURE FIRE way to make those self-doubt demons give us a bit of hush-hush time + piss off + do something useful.

The best way to build confidence is to get results.


To get results, you’ve got to have a client, right?  Right.

If you’ve already had some clients, FABULOUSO! You are good to go.

If you haven’t had any clients yet, then you need to consider how to get your first one.

That’s really the hardest thing in business: getting your first client.  Every one after that gets easier and easier!

If you’re looking to get your first client(s), you can do a couple of different things.

  • You can just get out there and hustle and get your first client.  Pick a price! ANY price will do for your first one, lovebug!
  • You can ask people to be a part of a “beta” program — which means you’re still working out the bugs. Usually people get a discounted price in exchange for their feedback. Sometimes I think people feel like it’s easier to give a “discount” at first and feel out what people are willing to pay.
  • You can also give away a free session or two, but DON’T do too many of these (you will get stuck in the free zone which is WAY worse than the friend zone!), and be aware that people are GENERALLY more invested in something they invest in. Some biz experts will say no freebies, but you have to listen to your soul here, goddess.


Then measure your results.

So with that very first client (EEEEE!) or the clients that you’ve already had, start measuring how things changed for them, and really take on board the positive feedback that they give you, even if you have to write it down to really understand and absorb it. Oh my gosh, this happened to them, and they felt differently about this!

You are growing right along with your clients.

When we first start out in coaching, it’s a real exploration for us and for our people. It can be really beautiful to see what appears for them.

Your gifts and your brilliance are starting to emerge and coaching can be such a beautiful medium for that to happen and who knows where that path is going to take you. Who knows what brilliant insights are going to come from your clients!

So make sure that you get everyone to fill out testimonial forms for you.


How to ask for a testimonial without feeling like a schmuck.

Some people don’t like asking for feedback, but it doesn’t have to be hard at all!  All you need to do is say,

You know, in coaching with you I really, really appreciate your feedback and it would mean so much if you were able to share about it using this form, because then if people are wondering whether to use my services, they can hear your story and know what it was like for you.

P.S. A form makes life a LOT easier for your client because they don’t have to come up with what to say from scratch.  You can use Survey Monkey or Google Forms or TypeForm for freeeeeeeeee.

Ask questions that get to the root of their RESULTS.

Make sure that you ask questions that get their results.  Ask them to be specific!  Like:

“What three things changed for you after working with me?”

Then make sure you’re asking:

  • what did you feel before the experience
  • what did you feel after
  • what significant changes did you notice in your lives, or health or business

You’ve got to toot your own horn a little!

Once you’ve gathered these amazing words about how AWESOME YOU ARE, you have to share about them as well.

Make sure that you’ve got a really great testimonial page so that people can really see the results that you’ve already had.

The results you get will give you the confidence to charge what you’re worth.

Here’s a wee case study from Leonie Land!

When I first started out doing 1-on-1 business coaching, I knew that my time was pretty dang valuable already. I’d already created a successful six figure business, and created lots of programs that had done really well. And I knew there was a real want out there among my tribe to get business advice from me.

So I invited a few people who had already asked me if they’d like to try out my business coaching for half price.

Then I gathered the results, and by the time I opened my services publicly, I had evidence. I knew I could charge a premium price ($1000 an hour) because my clients were getting more than their investment out of it – they would leave their session and go on to create ten times that or more.

Having those testimonials and results there helped me feel super confident in my higher price, and it also gave a lot of confidence to to potential clients.

When I did open up some coaching spots publicly, they were snapped up super quickly.

(Nerp, sorry lovey, I’m not offering them at the moment! Have to say because I know we will get asked! I’m concentrating all my efforts on my Academy members for now!)


It takes time to build up these coaching clients and it takes time to get those kind of testimonials.

Don’t be afraid to start with a number that feels comfortable and safe.

Just be committed to not staying there too long.

Make it a commitment to yourself: Every time you’ve gotten three new clients, you raise your prices.  Something like that.

Doing it that way makes it feel safer, but also makes it feel more real, like—I know I can do this now, because I got three clients, so I feel more comfortable raising my prices a little.

Don’t let the price tag get in the way of your vision.

Wherever you decide to set your prices, you need to stay completely focused on your vision and your purpose. So if you are in coaching because you so love those aha moments or you so love connecting deeply with another person, and being their cheerleader, then I want you to really stay in that energy of why you do that.

Make that be your besotted love, that thing that you are completely devoted to, because otherwise you’ll get so distracted by all of the other things out there and by the fears and by the oh god am I good enough.



When you can stay completely focused on why you’re doing what you do, then nothing can push you away from that.

When I was first putting together the Academy, I really knew in my heart that the Academy is something that I so believe in and so love and I knew that this is what I’m meant to do. Of course challenges come up and we had to create a whole new website, there was just so much work, we were hitting a wall, and people were freaking out about what the change was going to be like — all that sort of stuff.

That could all distract me and put me into procrastination, fear and all that sort of stuff. But I can’t. I can’t let it be that because my goal and my dream and my vision is to make this the most amazing thing possible.

And so that is my love note to the universe. That is the thing that I live every single day, the essential and important workings to make that dream come to life.

It’s like being a midwife to this beautiful soul child that wants to come into the world, and loving it so deeply already.

So whatever it is that is your thing – the thing that lights you up — follow that and be obsessed by it and refuse to give into fear because you love this vision of yours much too much to let it go. 



That’s what you were born to do.

Go out, and do it hon.

Do it today.

So much love to you buttercup,



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How to Blow Past the Fear of Not Being Good Enough

by Leonie Dawson on March 20, 2014


Hola dearest ones,

Thank you all so much for the congratulations + well-wishes on the birth of beautiful Beth.

I am so grateful. We are settling as gently as we can into our new lives as a family of four.

Beth is a living doll. Evidence:


Right at this moment she’s sound asleep nestled up at my feet in her MamaRoo.

That shiz is the bomb dot com, peeps.

Going into newbornhood second the time around, I knew I needed more arms so I could, you know, eat and pick my nose and function and write and type. I’d heard it was the loveliest pair of robot arms around, so I jumped all over it. Hunky love promptly called it “That Expensive Useless Piece of Crap”. Until we brought Beth home and she was unsettled but fell fast asleep in a couple of seconds in it. And then he renamed it “Thank God I Love It Forever.”

So that’s where we’re at with that!


I’ve got a great question to answer this week. And I know, know, KNOW that there are going to be so many of you nodding your noggins as you read this one and that you will be able to empathize with what she’s saying.

Here’s the beautiful question I got:

How do I get past the uncomfortable fear of putting myself out there?

I know that people say don’t wait for it to be perfect, but still I wait.

So how do you know when it’s time to make that leap to really putting my stuff and me out there and how do you get past the fear?

Ohhh, let me sit with that for a couple of minutes. Can you feel it? Can you sit with it and breathe it in? Because I’m about to hit you with some CRAZY soul wisdom that will change your everlovin’ LIFE if you can take it in:

It’s not your job to wonder if you’re good enough.


It’s not your job to wonder if you’re ready. It’s not your job to look at other people and compare yourself to them.

Your job is to do the thing that lights you up and that you love doing.

Your job is to love your mission and do anything to make that happen.

Your job is to show up, and share your light, and know that you will be fully protected and loved and alive as you do it because that’s what you’re born to do.

You no longer have to hide behind skirts. You no longer have to hide who you are. You are safe to be here, and what’s more you’re so needed.

What you do in the world is needed.

When you change your perspective from worrying if you’re good enough and instead really focus on the fact that there are people out there who need what you do, then it becomes effortless to reach out because you are so called forth by that passion that you have.

It is not your job to freak out. It is not your job to worry. It is your job to put your actions where your intentions are and to make it happen.


But what happens when you hit a block?

Sometimes, YES – you will hit a big ole block.

As you are creating your amazing life and amazing business, you’ll come up against the hard shit.

You’ll come up against fear, self limiting beliefs, subconscious barriers.

I think this is such an important thing for us to discuss as entrepreneurs and as women who walk through the world.

Because so often we think we are alone in this.

We think we are alone in our stuckness and our blocks and our fears.

And we start thinking that maybe we should just STAY stuck. That it’s a sign that it’s not going to work out and that we should back away from our dreams. Because it’s all so hard and confronting and scary when you are there at the edge.

It’s time for a reframe.

It’s not a sign for you to quit.

It’s not a sign for you to give up on yourself.

It’s not a sign that you aren’t good enough.

All it is – is a magnificent, fantastic opportunity for you to heal your shit.

For you to grow into the next evolution of yourself.

For you to become stronger, smarter, more courageous, and more wildly that brave, powerful spirit that you are.

I’ll give a real life example of me hitting my fears:

I set this big intention to build my company into a seven figure a year business. And I so believe that by doing that we’ll be able to help even more people and we’ll be able to hire even more beautiful support staff and increase our philanthropic efforts as well. I wanna be the next Bill Gates of philanthropy, ya know?

Anyway, I set this big intention and then I hit this really big block and this block felt like real fear, and I kind of fell out of love with that goal. I was like well, I’m not sure if I want to grow that big anymore, and maybe I’ll just stay here and maybe I’ll just hide out for a bit.

And I knew I had to get past that block. It wasn’t my job to doubt my goal.


So I always find it really, really useful to have somebody that is a healer of some kind – whether they’re a coach or a mentor or whether they’re a therapist, intuitive healer, kinesiologist, whatever works for you to work with that stuff – so I ended up talking to a coach and I also went to my spiritual healer and had a session around that.

And what came up was that I was stuck because I was afraid of too many privacy intrusions in my life. I had a subconscious fear that I was afraid of somebody being a crazy nutba, and intruding into my life here and my little family and that sort of stuff.

It was this deeply seated fear, and so I worked through it and healed it. I felt much less freaked out and I also had some actionable steps that I needed to take as well about sharing my personal information.

And once I felt clear and healed, I was ready to jump all over my goal again.

And I went ahead and made it HAPPEN.

But here’s the secret, you don’t actually need to heal ALL of your shit before you make things happen.


You don’t have to wait to have all your shit healed before you get shit done.

All you need to do is heal stuff as it comes up along the way.

You’ll know when something needs healing because you’ll feel like you’ve just hit this big wall, and that’s the time when you bring out all your support to heal it.

And as your business grows, as your abundance grows, you’re going to get much more comfortable with spending money on healing and on those kind of supports – just because you realize that your emotional health and your spiritual support is really an integral part of you being able to step up and shine your light in the world.

I’ve still got stuff that needs healing, but it will get healed in time. I’m not going to be the perfect person right now because hey, I’ve got the rest of my life to heal that stuff. All I need to do is heal what needs healing now, and keep on doing what needs to be done. Doing my work in the world is healing to me.

Doing your work in the world is going to heal you.


It’s such a freaking beautiful feeling that you’re going to get addicted to it, and you’re going to keep turning up every single day to get that rush of: yes, I’m doing what I was born to do. I’m helping the people I was born to help. I’m making it happen no matter what comes up, I’m making it happen.

So make that your mantra.

“I’m making it happen.”

Make that the reversal of all your fears.

You don’t need to focus on whether you’re good enough, smart enough, pretty enough, not weird enough, any of those things. Those are questions that don’t belong to you. They are not yours to consider. And they don’t FREAKING matter!

All that matters is you shining your light, doing the thing you were born to do.

Your job is to be your light. Your job is to be you.

It feels really nice to remember it. So whenever you feel the crazies come on, just make sure that you just go back to that knowing, that truth that lights you up, that love that pulls you forward.

Big love,




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Hello my lovelies!

It’s a season of change and birth here in my little corner of the interwebs!

As you may know (if you follow me on Facebook), my pregnacious self is now 100 percent LESS pregnacious and doubly mummy-licious as we have welcomed our second daughter into our family.


Beautiful Beth was born last week after a fast labour. I’m so deeply grateful that she is healthy and well and here here HERE at last. It feels like an immense relief and celebration to be finished with such a difficult pregnancy (I was vomiting right up until minutes before she was born). She is stunning and precious and cuddly. And she has almond shaped eyes filled with wonder and peace. I’m so glad she’s here. Our little family of four is complete.

I’ll share her birth story soon. And more about hyperemesis gravidarum for any woman who might be going through it. For now, I’m percolating in that soft, sacred space of newborn-ness.

I’m so very grateful to the support of my midwife, acupuncturist/doula and my darling husband. And I’m grateful that Ostara is transitioning into big sisterhood with more grace than I could have imagined (she still has moments where she just wants her mama of course).

And I wanted to say thank you so very much for all your love and support during this pregnancy and birth. I am so grateful to walk this path with you.

What’s being born next…

Soon soon soon we will be birthing another online course here as part of the Amazing Biz and Life Academy (because birthing a baby just wasn’t enough for me)!

The new course is called the Double Your Biz intensive. It’s the biggest program I’ve ever created, and will show you exactly how to create your own rapid growth 6 figure dream business. It’s a massive program (worth over $2k) and will be released to our Academy members at the end of this month!

So, I thought for today’s wild and wonderful soul Q + A we might talk a little more about the biz side of things.

Here’s what the gorgeous goddess asked:

Is your awesomely fabulous business formula aimed at online information and subscription businesses only or does it apply easily to all businesses (for example: physical goods from a store, online and market stall)?

EXCELLENT fabulous amaze-balls question, my darling!

And the answer is a resounding, big fat YES!

The biz courses in the Amazing Biz & Life Academy are just as much for physical products and businesses as digital ones.

In fact-a-mundo, I have had quite a lot of experience selling physical products:

  • I’ve self published THREE books (and hit the top 500 books on Amazon with my last one). I’ve made over six figures in two months with one book alone!

  • I designed t-shirts & journals.

  • I sold art in art markets (along with selling through my website, and through

  • I signed with a licensing agent.

  • I held my first solo art exhibition at 23.

  • I’ve run live retreats (both spiritual woo-woo types and biz ones!)

Some pictures to take you down memory brick lane of physical stuff I’ve made + sold


Goddess in You paintings!



Sacred crystal + goddess jewellery


Custom commission family portraits


Solo art exhibition


My first book! Adorable!


One of my tshirts!



Art prints


And yes, I have moved more and more into a digital way of life for my biz, but that doesn’t mean there’s anything wrong with selling physical products!  We all need bits and baubles and gems and journals and all the other good stuff you’ve got to sell.

Once upon a time, I was convinced that I was supposed to be doing something different with my life. I wanted my dream job. The one I’d always dreamed of. One that was artistic and soulful and creative and made me glow.

I would sit in my cubicle, and I would doodle on yellow looseleaf paper. One day, I wrote down on a piece of paper:

In the next 12 months, I want to make $30 000 doing what I love.

Then I tried to work out how I could do it by selling my art. The numbers didn’t add up. I had no idea how it was even possible.

But my heart longed for my dream so deeply that I decided I would make it happen. I got all crazy determined (like I do) & decided I was gunna find out the secret…

the secret of becoming a Business Goddess.

And so I DID.

That year, I made $30 000. The next year I doubled it. The next year I doubled it again.

And I’ve doubled and tripled my business every single year since – whether in the physical or digital world (it’s all the same stuff!)

And now we’re at close to a million dollars a year which totally takes my breath away.

Because here’s the thing, pandas—

Good business and marketing ideas apply to ANY business!goodbizprinciples

And there’s muchos lots of tips in the Business Goddess program (and the new one we’re cooking up!) about marketing and business building that will fit any any business.

Are there some sections that might apply more to digital businesses than physical ones?  At first glance, yup.

But I want to encourage you not to look at your biz through any kind of limiting lens like—I just have a physical business or I just have a digital business.

If you limit your vision of your business, darlinghearts, you’re limiting your business.

And one of the biggest things I know about running a business is that you’ve got to keep your mind and your heart open to different Prosperity Possibilities.

Invite in more Prosperity Possibilities Into Your Business!

Prosperity Possibilities are different income streams in your business, and just like lots of little streams come together to form big rivers, so your different big and little prosperity possibilities come together to create your 6 figure dream biz.

Prosperity Possibilities are all the different ways you can use your gifts to receive abundance, prosperity and divine dobleros into your life. If I had limited my vision to only selling my art, I never would have made my dream goals come true. So, maybe you can:

  • Run an physical art/jewelry/fashion gallery and also sell your goodies online.
  • Are a photographer in the physical world and sell prints online.
  • Are a photographer in the physical world and sell ebooks or courses on taking better photos online.
  • Practice Reiki, acupuncture, massage or another healing art in the physical world and sell audio meditations and self-healing courses online.
  • Help people get into shape, get their life in order, or get back to health in person, and want to branch out into Skype coaching or write your first book.

These are all amazing possibilities and you don’t want to tell the universe NO to them by thinking you “just” have a physical business.

Our gorgeous questioner got it right on the nose when she mentioned many different ways to sell—physical goods from a store, online store, and market stalls. All good!  All valuable!  All fabuloso Prosperity Possibilities!

Of course, running a physical business IS different than having an all-digital biz.

So I would love to gift you with some of my fave tips for physical, local businesses. These tips are awesomesauce whether you have a shop, an office, or a hybrid biz both online and in the physical realm.

Leonie’s Top 10 Physical Biz Marketing Tip-er-oos:

1 >> Make the most of your signage

If I had a local business, I would use the glass front as a big ‘ole signboard and write what’s inside the store, daily specials, who the store is for…
I would have signs inside educating people on why the business is special. Who it serves. I would have written testimonials and photos on the walls. I would have little cards on products. I would be using signs continuously to advertise who the shop is for, what you offer, how you can help people, and which product is for whom!

2 >> Create events related to your offerings

Create free or cheap nights where you demo products, give samples, do book readings, teach short courses… with everything optimised to sell a product or a program. This actually works whether you have a physical thing to sell or a digital download!

3 >> Leverage referral programs

Ask everyone who buys from you to tell people about you, give them extra flyers and business cards to hand out (even with a 10% discount). You can even tell people that if they get people to come to you, you’ll give them a free session/discount for every five customers or whatever. Get people yapping! EXCELLENT for art markets and such. Give ’em a bag to put all their other freebies in and they’ll love you forever.

4 >> Ask away!

ASK your people what they want to see in your store!

Listen to them, work out what they are struggling with, talk about how you can help. In a real-world sitch, you have the ENORMOUS advantage of being able to talk to your customers face-to-face!

5 >> Book ’em back in!

If you are offering a service, invite them to book in another session at the end of the session and tell them what you’d work on next time, or what regularity you recommend for them. Good—no, GREAT—for coaches, healers, any and all service goddesses.

6 >> Upsell upsell upsell

Upsell either on complementary products (i.e. if they buy crystals they might want to buy a pouch for them or a necklace holder for them) or ask if they’ve gotten presents for upcoming events (i.e. Christmas) – you could even say “If you want to get them now I can give you 10% off.”

7 >> Cross-promotion central

Can you do a joint venture with a symbiotic local store where customers are similar and might be interested in each other? Can you cross-promote each other with vouchers?  For example, a yoga studio might pair up with a local herbalist to talk about complementary healing. A massage therapist could offer discounts to members of a local gym.


8 >> Grow your business muscles

Brainstorm with other business owners and help them come up with promotions and ideas for THEIR businesses… it will help you learn to apply marketing principles to your own business and you’ll see some amazing results… EVERYONE has great business ideas when they practice!

9 >> Be as popular as Katy Perry

Look at what your most popular product/service is.How can you replicate that? increase sales on it? get in similar products/services?

10 >> Who’s that girl? It’s JESS! No, it’s your target market!

This is the most important – really, really, REALLY know WHO you are selling to…Who is your target market? Think about WHERE they are hanging out already and how YOU can get them into your business… know what problems you solve for them and COMMUNICATE THAT in everything you do…

Of course, even if you are a local business, you NEED to get your online business stuff worked out, too.

  • Can I Google you easily by name?
  • What if I was just googling for your service/product + location?
  • Do you have a website with great photos and lists of what you provide with opening hours and contact details and how you can help?
  • Do you have social media set up?
  • Encourage people to post reviews and photos of your product.
  • Start taking a photo of one thing every day that you have on offer or that your target market would find useful and post it to Instagram, Facebook and other social media.
    Hashtag it with your location and descriptors of your business.

Most importantly my physical biz goddesses:


Don’t dance with discouragement.

You have to stay motivated, enthused and have an open mind instead of always saying “that’ll never work for me… that doesn’t apply to my industry… I’m at the whim of the local market…”

Those kinds of sayings limit business growth, not open it.

So dive into the biz courses in the Amazing Biz & Life Academy with gusto and an open mind, precious!  You’ll find incredible goodness for any business!

How to get the most out of these tips (instead of, you know, just reading it and DOING NOTHING with them!)


Take the time to actually PRINT THEM OUT.

And then get a pen… and start brainstorming ACTIONABLES you can do with YOUR business right now to start seeing results.

Remember: information is worth diddly squat unless you actually DO something with it.

Get in the habit of implementing every single day, and you WILL see positive growth in your business.

Found these tips helpful?

Please share ’em along. May everyone in the world know that they CAN make a change, and see a difference in their lives and businesses.

With love and kindness,


Feb 02

How to not be a social media trainwreck

My loves – This is the story of two small businesses selling handmade stuff online. And how they used social Read more...

Oct 13


Hola dearests, PRESENT TIME!!! Thanks for sticking with me during our Shining September Sale. If you’re a new Academy member, I’m Read more...

Feb 17

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In this live keynote presentation, I cover how to create success + happiness in business + life on YOUR terms Read more...

Jul 26

How To Sell Your Artwork As Prints Online! (And the HIDDEN SECRET to SUCCESS!)

Hola gorgeous souls! A great business question asked today from a Creative Goddess! I want to sell my artwork as Read more...