Ep 2: Should I Care About... Being Triggered By What Everyone Else Is Earning?
What this episode is about
This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into what's actually behind Sophie’s run of best-ever months, especially when there's a narrative at the minute that business is hard and nobody's buying.
We kick off with the question we got from so many people last week (& Ruthie by her own admission!) - how the f&ck did Sophie make over £35K in May? And the bit that got people? Not the number itself, but the fact that Sophie's business doesn't look that different to everyone else's if you look at Insta!
So the real question isn't how much she earned, or why it stung to hear it. It's what has she actually got in place that lets that money come in & how she’s got here.
So we get into what's really underneath it: having more than one lever to pull, naming the thing you actually do (so people can buy it & remember it), being willing to be seen trying, and the unglamorous bit almost everyone skips. There's no secret here, there's just a lot of reps and a few decisions most of us bottle.
(if you loved Scaling Unwapped, you’ll love this episode!)
Key topics covered in this episode
In this episode:
Why two best months in a row quietly triggered people, and the more uncomfortable question hiding underneath "how did she do it"
The £97 course sitting quietly in the background that sold 22 from just 4 emails, in a month Sophie had zero capacity
Why naming your transformation is the fastest personal-branding shortcut there is, and why it's still terrifying to actually do it
Opportunity maxing - what is it and how does Sophie use it?
Sophie's actual next-step advice if you're in a bit of a business funk and want your own best month
meet your hosts
Sophie Griffiths
Sophie is obsessed with working with impatiently ambitious women who want to build a business based on connection and depth and refuse to accept they can’t work less and still earn big money.
A fast talking scaling strategist who teaches women to grow their businesses with ads, offer they are obsessed with and marketing that actually feels fun.
Over the last 9 years she’s grown the business alongside 2 high energy girls, a cavapoo dog who doesn’t understand personal space, an ADHD diagnosis & strong (positive) feelings about trashy TV (yes Off Campus..) & salted butter.
ruthie walmsley
Ruthie is a storytelling strategist and recovering English teacher ( and deputy headteacher) who helps women turn what they actually think into content people can’t stop reading.
One husband, one son, one ridiculous puppy called Bernie, an obsession with storytelling and a CV that includes some of the biggest names in the online business space.
Read the Podcast episode transcript
NOTE: This podcast was transcribed by an AI tool. Please forgive any typos or errors.
[00:00:00] Hello. Welcome to this week's Should I Care? And we're gonna jump straight into it because we've got a really juicy episode for you today. So in last week's episode, I shared that in April I had my best month ever, and then in May, I, went above that by over 12K, and I generated over 35K of revenue.
Sophie: Now, I know, whoop. interestingly,, we've had loads and loads of positive feedback about the podcast, which is really lovely. Thank you so much for all your lovely comments and everything. But what it has led to is, I guess the question Ruthie and I were circling as we came on here is, should I care, that loads of people have been triggered by me sharing how much I have earned last month?
And I don't think specifically it's how much I earned, because, in the online world, it's really not... people are talking about 100K months, like 200K months. It's really not that. I think it's more a case of when people look at my business and they think, "How? How is she earning that much?
And my business doesn't look that different. I don't understand [00:01:00] what she's doing that is different to me."
Ruthie: Definitely that. So I was chatting with some of my friends actually, who were like, "Oh my God, love the podcast. Thank you so much." But also, like, how? let's get into, Sophie's had this amazing month. She's done 30,000 plus in a month, the biggest question I've been asked is, actually no how, like the detail.
We want the specifics. We wanna know not necessarily what was that 30,000 plus made up of, but like what have you got in place in your business to allow that type of income to flow in? And I said to you as we were just chatting, I include myself in the group of people who want an answer to that question.
So I'm a solo entrepreneur. I'm limited at the minute. I'm capped by being someone who is providing a service often. So I wanna know the same as what everyone else wants to know, which is like, okay, that for you. We're also jealous, so let's get into the detail of what do you think has got your business to the point where you can take that amount of income, [00:02:00] not just in one month, but actually in the month before as well?
Sophie: Yeah, and I think it's a really, it is a really interesting one 'cause like you say, like I could break down for you exactly where the revenue came from in April and May, and what you would hear if I did that is that I- what I'm not saying is, "Oh, yeah, I have this one offer, and it brought in 35K." What I'm not saying is, "Outrageous brought in 35K in May."
that's not what I'm saying at all. What I would do is list out, a load of different things that are going on in my business at any one time. Some of them take up a lot of my energy and time, and others are kind of working in the background. And I think where we got to, isn't it, and this is what we're gonna delve into today, is that I have quite a lot of levers to pull in my business.
I don't just have one core offer. I have lots of different ways to work with me, and probably the biggest thing that I think has made the biggest difference in my business is I've created ways to work with me. Some of them are very high intensity and, lots of my time, and some of them are very low intensity, but they're not necessarily low [00:03:00] ticket.
and that's probably the biggest thing. I've never gone after, and had, a mega low-ticket offer, where I'm like, "Oh, yeah, I've got this 11 pound offer," and it brings in, 30K a month. that's never been me. So I think really what we wanna delve in today is, what offers do I maybe...
not even about what offers do I have, 'cause in all honesty, you don't need the offers that I have. It's more a case of, I think, what does that offer suite look like that allows you to build it without burning out? Because I think your point, was really around the fact that you're at a cap, right?
So you can't really just take on more work.
Ruthie: No, I mean, so - I've got my business and, I started my business,... in one way it was terrible timing, right at the start of COVID. but in another way, everyone was shifting their business online, more people were spending time online. So so much of my business was built in that time of appetite for online.
so people wanted to learn about how they could use online for their business, but also through referrals. So yes, I do market my business, but so much of my business, my retainer [00:04:00] clients have come through recommendation. And I can actually all trace it back to one, client, Liz, who started off this recommendation chain. Amazing. But I think those times have passed. I think, recommendation is still an amazing thing, and I- I really cherish it when it happens, but I need some levers to pull. to keep using that analogy is, at the minute I haven't really got any levers to pull. I've started doing some stuff because I can see that's where the success is happening for people. but I think what's really useful for people to know,loads of women I speak to at the minute, and I've seen in with the groups that I work in, is there's quite a few people who are feeling in a bit of a funk at the minute.
Sophie: Oh
Ruthie: there's a bit of a narrative that people aren't spending money. Maybe there's a bit of a narrative that AI is devaluing some of the services that we've previously offered because people think they can do it themselves, or actually, let's be real, can do it themselves. and I think one of the reasons why it's been triggering to hear that you've had two of your best months ever is because it disproves that narrative, and instead makes you go, "Okay, [00:05:00] shit, if that's not true, what do I need to be doing?" And
Sophie: Yeah
Ruthie: yeah, like what... I think I wanna know, and I'm sure other people wanna know,- what do you perceive to be the great levers that people could be pulling in their business, and what might that look like?
Yeah. So I think there's probably two things that really shifted things for me, probably coming up to about two years ago , when I really was doing mostly done-for-you work. So I was mostly doing, ads management, and then I was doing, one-to-one training with clients where I would, do their ads.
Sophie: I would set their ads up for them, and then I would train them how to use them. So it's like a high-ticket one-to-one offer. And at that point, I felt really similar. I was like, " I don't... Literally everything is based on my time. I can only earn as much as, capacity I have." Pretty much all of my one-to-one clients that bought that offer, and there's quite a lot of them, I met them at some kind of in-person day as part of a mastermind, as a referral.
Like, I honestly used to say, going to events , was the best investment I ever made in my business because I would go to an [00:06:00] event or I would join a mastermind and I would end up with, three clients. Because, they were in a position, similar position to me. They wanted to use ads.
They didn't really want to learn how to do it themselves, but they also didn't really want to fully outsource it. I had this great offer that everybody loved, and they'd come into it and spend three months with me and then off they'd go. And that was that Christmas, like after doing that for a whole year, was the year that I, burnt myself out, fell over, broke my nose.
Was all such fun and games. Exactly. Such good times. And I think I realized at that point was like, I have to have more things in my locker here. I cannot just rely on my time because it is just scary that if something happens and I stop working, or I can't go to events or I can't network or, in all honesty, like, I run out of, events that are feasible for me to get to, 'Cause there's only a limited amount of events that are the right kind of people.
Ruthie: my business, I had a moment last year where it just, it feels precarious that somebody can withdraw their retainer. [00:07:00] They can say, "Okay, I'm giving a month's notice," or, "I'm giving two months' notice. I'm not gonna do that anymore in my business," for whatever reason, and there can be all sorts of reasons.
It can be circumstances, it can be business circumstances, it can be that AI is offering them a way to do it in a much more cost-effective way. And so I felt like everyone else has got the power, a
Sophie: Yeah
Ruthie: little bit, of my income remains in the hands of somebody else.
Sophie: Yeah
Ruthie: likewise with - the situation you're in, it just all feels a little bit nerve-wracking that There's no sense of real safety, that the rug could be pulled from you at any time
Sophie: Yeah. Yeah. And I totally get that. And that was the second thing. So the first thing was like, I need to find a way of having more levers to pull, if you like. So more offers for people that don't rely on my time. And the second thing was locked-in revenue. I was obsessed with recurring revenue.
I still am. how can I create things where people are committing to six months with me so that I know that for the next six months I can then do more of the the fun [00:08:00] stuff and the tests and the trials? So being able to have that, was one of the key things for me. So what I did from that point, the first thing I did was created the Audience Builder course.
that was like one nine seven, and I did it live for six weeks. in all honesty, the main reason why I do stuff. Oh, you'll hear that again and again. I did it live first. I did it live first, and that's really just to force me to do it because honestly, everybody has such good intentions.
"I'll create a course. I'll... Oh, I should record that workshop. Oh, I'll, create, a e-book," or whatever it is. Such good intentions, but the reality is, unless, for me personally anyway, especially with my ADHD brain, unless I put a date on it and I get people to pay for it, it won't happen.
So really, you'll hear me say over and over again, "So what I did was I sold it live, and then what I did was like..." Then it was done. So I did the Audience Builder course. That was like six weeks. did it all live, got all the content done, and then that's then there. Now, the absolute goal would be to then put that on ads, and you might think with my skill set that's exactly what I [00:09:00] did.
and it had a funnel and everything. But in all honesty, I don't really see that course as-- I don't use it as a major revenue generator day to day. in the first year I sold over a hundred. I sold it. I did like little flash sales. I do little like focuses on it in my content. and it sits there, and it probably, I probably sell like maybe one or two a month just day to day as people come in and find me, and that gets recommended.
but what it does allow me is , it's another like lever to pull, essentially. So in April when, , like the house buying was falling through, I had zero capacity. I was like, "I just cannot take on any more clients." I don't wanna take on any one-to-one clients or like , high proximity clients because I just don't have the capacity.
So what I did do though is send four emails out, and I did a couple of posts, and I sold twenty-two of the Audience Builder course. it was on sale, so it was ninety-seven pounds. And,
Ruthie: I bought it.
Sophie: yeah, crazy more though. I saw you come through. I was like, "Oh, there she is." but you know what? Like the second thing, and this is what I'll then start to talk about how it all built [00:10:00] over time, but that was like, this was real, the catalyst to the Audience Builder course, is does what it says on the tin.
It tells you what you're gonna do. You're going to build your audience, and it's using ads, and it doesn't say ads in the title, but as soon as you go to the sales page, it says ads. so really what I started to do was position myself as someone that could help you grow your audience using ads. And the Audience Builder course, does that for people, and it works really well, and I've got loads of great testimonials.
So I started building that social proof. Then, like about nine months later, I launched my mastermind and my mini mind, Inevitable, at the same time. And when I was doing that launch, . what I realized was I need to be able to context my approach here because it's not just about ads. I'm not someone that will, create a super high-techy funnel and will get you to,spend thousands on ads every month.
That isn't really my approach at all. My approach is that I want you to be able to create an audience of super fans, of people who love you, and that's actually really [00:11:00] hard when you use ads because they are coming in cold, they don't know you from Adam, and honestly, like just building an audience using ads is probably not gonna get you where you wanna go unless you're willing to spend a lot of money and essentially become a bit of a data scientist where you're really testing, tweaking, testing, tweaking, and you're in ads all the time.
What's gonna get you an audience of people who are actually gonna buy is connecting ads with nurturing people, connecting with them, and that's how you create super fans. And that was then how I coined this whole system, the Superfan System, and I honestly think having that framework and being able to describe what I did with people was such a game changer
Ruthie: Yeah. I was lucky enough actually with, through one of my clients, I worked with this company in the States who were, like, expert copywriters for conversion. I was working with this guy and I would write for my client, as I do, and then send it to him, and he would give me feedback, and it was amazing, a really great [00:12:00] process. he was like, "Ruthie, why do you keep making the assumption that people want to learn?" "You keep offering the opportunity for them to learn this, learn that." He was like, "They don't wanna learn, they wanna get. wanna get their hands on a framework that is proven, that they can steal,
Sophie: they can then apply, you keep talking about offering them learning, offering them content."
Ruthie: He's like, "No one wants that. We haven't got time. We're not arsed." And I think naming the, as you have with your super fans process, by naming it, number one, you're driving curiosity. "Shit, what is it? Do I need it? I don't know what that is, and I need to know what that is." But also, you are in essence, naming the transformation.
You are giving people something to attach to you,
Sophie: Yeah. And I think what it created for me is that I would say if I imagine, my business and how I then create offers and decide, what I'm gonna do next and how it fits in, in the center of my, [00:13:00] world, if you like, there's, the super fans approach. That is, the core of what I do and how I do it, and everything I do is built around,depth and relationships and connection with people and, reaching new people, but in a way that is, the right new people.
So that if you come into one of my groups, and like you on it, so I get in the groups. you come onto, a group call and everyone's, chatting in the comments and suggesting going for brunch and, "Oh my God, I feel exactly the same," and, "Yeah, I love gardening too," and, "Oh my God, Off Campus.
Yeah, we're all watching it." everyone is really similar. I mean, different in lots of ways, but, their core values are so similar because I don't just go after anybody. I'm super clear about who I want. So in the middle of my business is, the super fans approach, and then essentially all of my offers are just, like, prongs off of it.
So if you want to start with the ads piece, that's the Audience Builder course. If you want to work out how the ads fit with,your lead magnet and your welcome sequence, and then actually creating that feeling of, building, super fans, that's [00:14:00] the Superfan Sprint. If you want me to help you build out, the offer that attracts your super fans, the actual super fans ad system, and then how you sell it, that's outrageous.
so it's like spokes off a central wheel, if you like.
Ruthie: and did you consciously come up with the concept? did you sit down and think, what is my signature framework? What is, what am I gonna name it?" Or do you think it emerged naturally as you were like building out an offer? what came first?
Sophie: Yeah. I think in frameworks, which sounds really weird, but, , that's how I think. So how it came about was when I was doing a three-day event to launch my mastermind, I was like, what are the three core things that I'm gonna be teaching , or, working with people on as part of this mastermind?"
And what I realized was, like, it's not enough to just say, "I'll help you with your ads. I'll help you grow your revenue, and I'll help you, with your offers or your systems." It's really not appealing to people at all. It's just "Oh, okay. Great." , Like you [00:15:00] say, it's that learning, it's tangible, but it's like, what's the outcome that I'm gonna get?
And really, then I did do a really intentional piece of work of okay, but what actually am I creating here, and what's my approach? Because I don't want people to come to me because they wanna go viral. I don't want people to come to me who want a super high-tech evergreen funnel. I don't want people who only want, really low-ticket hands-off offers because , none of that fits with my ethos and approach.
So I was like, "So what do I actually do then?" I work out how people can, get super fans. So I think, I guess it came hand in hand, but I was almost forced to do it because I wanted to launch a group which was more than just I'm going to teach you X
Ruthie: Yeah. And I think as well, I was talking, to you at the start about, one of my friends who's in the process of starting her own business, it's a really tricky piece of work to do, and I do think it's worth encouraging people to do it, which is can you actually name the [00:16:00] transformation that you offer? Because actually sometimes if you can't, if you can't in, a really succinct way name the transformation, then it becomes so hard to build an offer that has a
Sophie: Oh my God.
Ruthie: It
Sophie: , It becomes so hard to do your media posts or write the headline for a sales page. when I'm working with the women in some of , your offers, and I'm doing, their copy work with them,
Yeah
Ruthie: headlines, I'm like, "What's the transformation?"
I don't wanna know what you're gonna teach me. I'm,
Sophie: Yeah
Ruthie: got the appetite for learning. No one has. We just wanna know, what is the transformation, how are you gonna tell me it, how quickly can I achieve it, and what's the outcome gonna be? Like, I want something proven. And I think, know, it's such a useful idea to just think, "Can I name that transformation?"
And then can I give it an actual name so that it's something that I can talk about as being signature to me, unique to me? and people then... It's actually like a nice shortcut for personal branding as well. if I can know that [00:17:00] shoulder-to-shoulder goes Sophie Griffiths and building super fans, Ruthie Walmsley and storytelling, it just allows people to make that connection so much more quickly.
It's just a shortcut to building, a personal brand.
Sophie: Yeah, I totally agree. And I think in the world of AI and, having to stand out, if you are at that point where you're like, " My business feels a bit stagnant," I realize that, people can get information now really easily. And, people can go onto Claude, and any AI, and create strategies and,content prompts.
They can do so much now on Claude. The reality is what you need to be delivering is something that is you , and is deeply you and deeply your approach. and I think that is gonna be... That has got to be the m- differentiator. If it was important before, it's now, even more important. But I think it's really scary, and I think when I work with clients, it's really scary to name a transformation, [00:18:00] and put your, line in the sand.
I think for multiple reasons. I think it's like, "Well, what if I put some people off and I don't get as many clients?
Ruthie: And what if my clients don't get that transformation
Yeah.
Sophie: me?"
Ruthie: What if I can't... I totally. So I recently, of a few months ago, launched like a l- a group offer.
not an expensive one, but I found myself when I was writing it, and bearing in mind, a massive amount of my job is writing conversion copy for clients, that I have got proof works.
I've been part of some incredible launches with some incredible clients. I was writing my own copy, and I was like bottling it time and time again. I was like, "Oh, I can't say that. I can't say that." But actually, what I did first, which I think can be a really nice start point for people is I named what it won't be. So I said, "This is not for you if you're looking to go viral. This is not for you if you're looking for shortcut hacks that mean that you don't have to make any effort." Because I found it easy to say what it wasn't, and only once I'd done that I could lean [00:19:00] in to what the transformation was.
It is scary, because you think, " what if I can't offer that, and then I feel like I'm lying, and I'm not telling the truth?". So if I think about when I bought , your ABC
Sophie: Yeah
Ruthie: I could find that information out in numerous places. I could look in various places to find out how to run ads and , sort of low-cost ads that would help build my audience. What attracted me to yours was that I was buying it from somebody who I felt trust in.
Sophie: Yeah
Ruthie: I think everything I've seen from Sophie tells me that this will be good." I was also keen to understand your unique perspective on it, because I felt that we had lots in common in terms of the structure of the business. I don't want to hear Claude tell me about an ads budget that I
Sophie: Yeah.
Ruthie: have,
Sophie: process that I would never, ever be able to fund. So it is so important right now to have this unique perspective, and if we can have this like naming of a [00:20:00] transformation and have this kind of, you described it as being like at the center is everything , that all of your offers spring out from. I just think that's a really powerful, unique perspective that as well as, know, helping you come up with things and being a backbone that you hold yourself to, it also allows people to, attach it to you and build trust and understand what the transformation is that you are offering,
Yeah
Ruthie: the knowledge that you're offering.
Because as we've established, like no one really wants to learn, they just want to already know. They want to steal it, essentially.
Sophie: Yeah. They, yeah, they wanna, be guided, don't they? And I think that's one of the big things. I think the other thing actually that really came up for me when you were just talking there is, and I'll talk through a little more about the kinda offers that I've created along the way, But what you'll hear as I talk it through is that I think one of my superpowers is, and if I could give every business owner a little bit more of this, then I would, is that I'm actually not really scared to fail.
I am [00:21:00] really-- I am, like, test and learn and keep moving forward. try it and see if it works. I'm not, really unsettled by uncertainty, and it might be from the outside that looks like I bounce from thing to thing, and I pivot quite a lot, and I change, and I will try something, and I will move on.
And there are definite downsides to it. don't get me wrong. I've put in a lot of time and energy doing things once, and, that over time, , it really holds me back. And one of the things I've done this year, a thing that's accelerated my revenue and the business growing, is I've actually slimmed down some of the things that I'm doing.
But that is because now, I have such a bank of things that are there, so I don't have to create as many new things now. but at the beginning of this year when I was looking at, what I'd done last year, I actually realized how many things I'd created, whether it was like, I think I did some sort of workshop or masterclass, whether it was free or paid or, a Telegram group or a three-day experience, something I think I did, eight out of [00:22:00] the 12 months last year.
Ruthie: Oof
Sophie: So there was some kind of, live element, a way of connecting with me, a way of coming on a call and hearing my perspective and seeing what I was doing and chatting with me. sometimes it was really tangible stuff like, mastering masterclass ads, which is, super techy and knowledge-based.
Other times it was more about, the paid leap, which was more about that leap into paid ads and what does it take to make the leap? Are you in the right place to make the leap? what does that look like? So I guess I varied the topics. I tested different formats. I had Scaling Unwrapped, which was two weeks in December.
that was totally free, and that was, like, a daily podcast for, 10 days at the beginning of December. I did paid 90-minute workshops. I did free masterclasses. So I guess I made myself available for more than just Instagram. I made myself next level available
Ruthie: Yeah, one of the girls I work with on another team, she's got a brilliant account, and she really is,an expert. She's called Jess, and she's an expert in [00:23:00] AI. but she's been talking quite a lot about the idea of opportunity maxing,
Sophie: No
Ruthie: that's probably what you just described is, what you've done there is just create so many opportunities for success to happen.
Sophie: yes
Ruthie: Yeah, and I think I'm sometimes subject to myself, I hold myself back because I think if something's not gonna be perfect, then maybe it's not the right time to do it, or if I think I haven't got the time to do it in its best possible form, or, I haven't got the budget to pay someone to design the page or, I'll put barriers in place.
But I think what you've described is just this idea of creating opportunity in your business for success to happen, opportunity after opportunity. I'd be keen to know, and I think other people would be keen to know, is, in your brain when you're deciding to do things, is, you coming at it from a, "I'm just gonna do this to see," or are you doing it as part of this wider strategy to have tried all of these different things?
I'm gonna see if this works this time. Or is it, a little bit more "I feel like doing it, so I'm [00:24:00] gonna"?
Sophie: I'd say it's probably a mix of both. So I love the idea of opportunity maxing, by the way. I feel like, yeah, that's really great. And I think...
Ruthie: jess's name in the
Sophie: Show notes.
Ruthie: she's a great fellow
Sophie: yeah, because I thrive on connection, so for me it's a really natural thing for me to create ways. But last year, it was really intentional at the beginning of the year that I wanted to try different formats, and I wanted to be like, "Oh, what would it be fun to do?"
Like, how can I keep this really light? How can I stay away from like big heavy launch energy and actually just think okay, so my overall goal is to maybe sell Inevitable. that's, at the time, like that's the goal. But actually every time I do something like that, I'm thinking I'm investing in people who are gonna work with me later down the line.
What's the average conversion rate, like 2%? if you get 100 people sign up to a workshop,, you might get two or three clients, and that's great now, but you never know how many of those people are then gonna work with [00:25:00] you in the future and are then gonna , come at a different workshop or come to a different thing.
So I guess , I try not to put barriers in place and I'm just like, "Okay, this month, what thing am I gonna do?" And I had a challenge. I was gonna try and do something every month, and it didn't quite work out. but I wasn't far off.
Ruthie: I was gonna say, you did a lot.
Sophie: yeah
I'm sitting here thinking, I did some stuff, and actually, No
Ruthie: But I did some things, and actually, if I think about those things... So I challenged myself last year to do an in-person workshop. I used to be a teacher. I miss being in front of audience. and I thought, "I'm gonna do that 'cause it brings me joy, and I'm gonna do it for the pleasure of it."
Sophie: Yeah
Ruthie: I did it twice. The first one had more people attend than the second, which I think is something we could talk about, that, that tricky second version of something. but of the people that attended those things, most of them have joined my group program now because they've had that experience .
that was not my intention. My intention was, I'm gonna do a paid event, people can come to it. [00:26:00] But actually, loads of them went. And as you were talking, I was thinking, actually, so many of the things that I have done have led to me getting more long-term clients out of it. A- And I hadn't really pieced that together, I don't think.
I'd thought about how I know when I do a power hour, they often turn into someone who will work with me again. But I hadn't thought about the impact of, the people I've worked with in your groups, the people that have come to my in-person events. And so I do think this idea of creating multiple and regular opportunities for people to step closer to you is actually probably playing a massive part in why you're having your best months ever.
Sophie: Yeah
Ruthie: I think about my other clients who are experiencing that at the minute, the w- the consistent thing they have is multiple and regular opportunities for them to engage with you on deeper levels
Sophie: And if it sounds a lot of work, putting on a different event every single month, it was. Like, it really was. , And I also don't want people ever to look at my business and be like, "Oh,, that [00:27:00] feels like that was really easy." right now it does feel quite easy.
right now it feels really fun. But, the last, eight years, but, probably the last three or four years, I have worked really relentlessly. really relentlessly. And I have, definitely sacrificed things, and I've definitely pushed, crossed boundaries, and I've realized I've over-committed to things, and I've, have had to pivot, and I've, over-packed my diary, and I've then had to, unpick things, and it's taken ages to be able to unpick things.
where, I don't know, committed to doing one-to-one as part of an offer and then realizing that actually my diary does not have capacity to do one-to-one for that offer, so I'm gonna have to fit it in, which means I don't have time to do other stuff. I have had to make mistakes to then unpick them, and it's been really brutal at times.
But I do sometimes think when I speak to people who are like, "Oh, my business is just not where I want it to be, and everyone else is having great months and I'm not, and, it's probably the market and people aren't spending." if you really look at how much do you really want this? Like, how much do you really want more money coming in?
How much do you really want this business [00:28:00] to grow? are you actually doing all the things or are you actually thinking, "I'll do it when I've got more time"?
Ruthie: Yeah, and me, it's
Sophie: I'm
Ruthie: it is. I think something that I see in the successful women that I work with, you included, is the ability to hold your nerve, and we talked about that last week, didn't we? I definitely bottle it, and it's holding your nerves in decisions. So I think
It might have even been you that was talking about it in one of your emails or something. it's not adding on these stupid bonuses to your offers, and just saying, because you wanna make it so easy for people to buy that you completely overcommit, and then the result of that is when you're doing it in your business, it feels like shit.
Sophie: And so you, then you completely cancel that offer 'cause you, that was awful. I was burnt out. I didn't enjoy it." , So it's holding your nerve in the creation of the offers as well as holding your nerve, in the promoting of them and the delivery of them. Because I think the Bloody Good Story Club's kind of the first proper offer that I've put together, and I [00:29:00] found myself putting bonuses together at one point, and I was like, "What are you doing?" Yeah.
Ruthie: "That is ridiculous." It's, you
Sophie: Yeah
Ruthie: it's a £60 a month commitment, and you are offering stuff that is way beyond that. And so I think holding your nerve on pricing, holding your nerve on not stacking last-minute bonuses to try and get more people in is hard. And holding your nerve with, something that actually this podcast really triggered for me is, like, when you said, "Do you wanna do it?"
And I was like, "Yeah, I do. I know I do. I know we'd have a great time. I love working with Sophie." But it's holding your nerve with, putting yourself out there as well, isn't it? Because it is nerve-wracking, and I think you are very good at that. And the women that I see being successful, we were talking about Jessie James last week. it's being prepared to be seen trying.
Sophie: Yes. Yes. That is exactly it. I still get it. yeah, on Tuesday, when the episode was live, and then I had to do the Instagram post, to, put it out there. And obviously, it's like you want that post to do well. normally, you try and disassociate, and it's it's fine if this one [00:30:00] post doesn't work.
But when you're doing something new and, and you're like, "Oh, we really want people to listen, And at first, I put out a video, a compilation of it, and within the first like 10 minutes, it had one like or something, and I was like, "No. No,
Ruthie: That's not
Sophie: This is not how this is going.
We're not doing this." And so I took the video down, and then I don't think I've told you this. And then- No ... no. And then I put the single image up, and I was like, , I think we just need like a clearer, hammer home, this is just what it is.
Ruthie: is it
Sophie: Even then, within the first 10 minutes, like one person commented "pod," and I was like, "Okay."
And I really had to sit with it because ultimately, what can you do? And I knew that this is like 6:30 in the morning, like still really early. I know my clients, will get on board, and some people will comment. it will get it. But I wanted it to get really good traction. But sometimes there's nothing you can do, and sometimes I think you have to sit with that, I have done everything I can.
I have done the podcast. I've let people know about it. I've created the graphic to the best of my ability. I've put it out. I've done everything [00:31:00] I can. Ultimately, how it lands and what happens is actually not within my control, and I think there is something about, having a deep trust in yourself that whatever happens, you'll handle it.
Ruthie: Yeah.
Sophie: it's fine
Ruthie: think, again, if, many of us can say, "I've done everything I can do"?
Sophie: Yeah.
Ruthie: know, I think it's easy to be in a funk. And I've said to my friends and my husband recently, " I'm in a bit of a mood about my business at the minute." I don't mean the people I'm working with,
I love that, but I'm in this moment where I know I need to take the next step. I know that I am... Oh my God, I saw on the internet, have you seen that everyone's saying, instead of "I'm at maximum capacity," they're saying, "I'm at max capac-"
Sophie: Oh my God, no, I haven't, but I love it. I'm feel like I'm constantly at max capacity. Love it
Ruthie: said, everyone's you remember when everyone was talking about, the platyjoobs as
Sophie: Yeah. yeah.
Ruthie: platinum joobly? max
Okay. We're max capacity. that in terms of, the services I come off that I'm at max capac,
Sophie: Yeah
Ruthie: I know I need to take that leap. I'm annoyed with myself that I'm not doing it, and I'm [00:32:00] just stuck in this loop. But actually, if I'm completely honest with myself, when you're saying, have I done as much as I could possibly do in the constraints of what capacity I have, could I honestly say yes? No, I couldn't. so it is just being honest with yourself, I think sometimes, to be like, am I bottling it?
Am I doing all the things that I could be doing? And so I thought I just wanted to get into it with you because it's very easy to look at your account, see that you don't post on the grid that often. I definitely never feel like I'm being inundated with emails from you. I'm thinking, "Oh, it looks like it's quite easy for Sophie to have landed at this 30-plus thousand pound income
Sophie: Yeah
Ruthie: But actually, You've been sowing the seeds of this by having all these different levers. that 2,000 pound cash injection that you were able to get from selling a course that you'd recorded live that was just there, hasn't been doing anything, but you put a bit of attention. are we all doing that?
Probably not. And
Sophie: Yeah
bit,i'm certainly sitting here [00:33:00] thinking, "Okay, I'm gonna do this, I'm gonna do that. I need Yeah.
Ruthie: to do that."
Sophie: I think as well it's like sometimes when you don't have loads of offers or you haven't tried lots of things, it feels like it has to be, like, a permanent thing. oh, okay, if I'm gonna create a course, it's the course. This is the course I'm gonna be running for the next ten years.
it has to be, like, the course, it has to have a big launch build-up, and it has to really, have, just really work on it loads and make sure it's like the perfect next move for you. I think when you're in that, like you say, I'm a bit of a mood with my business, probably 'cause you're like, "I don't really know what I wanna do next," and I feel like it has to be the perfect thing that I do next or, the best thing to do, the most efficient thing, 'cause I don't have much capacity.
So it has to be the thing that's gonna have the biggest impact. And actually, what I guess I am quite good at is just going with my gut and just being like, what would feel fun for me?" And I think what I'm quite good at doing is, reading the room on, time of year and stuff like that.
So last year I created the [00:34:00] Superfans Summer Sprint. I only created it about two weeks before I started launching it, and selling it, and I didn't actually create any of it until it was live, obviously, 'cause that's the way that I roll.
Ruthie: Yeah
Sophie: I decided, I was like, actually it's I think it was end of April, and I was like, what do people want in the next three months that I could sell them that isn't gonna be like mega overwhelming for me?
It's gonna be super useful for them, and it's gonna be really nice and, compact 'cause I don't wanna be working over the summer holidays." So I created the Superfan Summer Sprint.
Sold it. I think I special early bird price, then, I think I had three price levels basically. but the fundamental price was like fifteen hundred pounds.
I think it was for eight weeks, six or eight weeks. I think I sold eleven of them. And I think, that kind of cash injection, because it was just so perfect. I've never sold eleven again in a single launch because it was just so beautifully time-bound. Oh my God, yes, you're right. The next six weeks I can get a lead magnet done.
I can get [00:35:00] my, lead ads up and running. I can write a welcome sequence, and then over the summer it can run, and then I will come back to it in September. That was like the premise of it, and it just fitted beautifully with what people needed.
Ruthie: I've seen that with, I've been lucky to be part of some amazing launches, and actually that is something that a lot of the people that I see have success have in common, is
Sophie: to take the temperature, see a need as it's emerging, or notice a trend as it's just on the up, but also being, like quick enough to take action.
Yeah. Yeah
Ruthie: with, I think that is another thing that you're really good at that, perhaps some of us aren't, myself included, is "Okay, I'm gonna do this and, I'm gonna set myself a target to do it within this window." I think once your mind's made up, you take action quite quickly.
I think some
Sophie: Got it,
Ruthie: I can make my mind up about something and then put a load of barriers in my places to, "Okay, I'll wait until I've got, this amount of money so that I can pay someone to do this." I [00:36:00] think, you work quite quickly when
Sophie: Yeah
Ruthie: you're gonna do something.
One of my clients had this right at the beginning when, people were just starting to use DM
Sophie: through things like ManyChat and stuff. Just noticed it, was like, "I'm seeing loads of people asking in each other's comments, 'How'd you do that? How have you done that?'" So really quickly jumped on it, really quickly turned it around.
Ruthie: Had an incredible launch out of it, because it was just exactly what people needed at that moment.
Sophie: do think that, , that has an impact as well, taking something quickly, noticing that it's needed, and wrapping it up and getting it out there whilst that temperature is still the same.
Yeah. And, let's just be really clear, it doesn't always work. When I did a launch of the SuperFan Sprint , in March, to do April, May, and June, because , I couldn't do it the same timings as I did last year , mainly 'cause I was thinking I was moving house.
So I didn't want to do a launch in the middle of moving house. So I was like, "It's fine. I'll sell it in March, and then I'll just do it slightly earlier." And I only sold three spots. And that's the reason why I had to do [00:37:00] ABC, because I wanted to fill the gap of what I was expecting, the SuperFan Sprint to bring in, and it didn't.
But I guess,
Ruthie: to know
Sophie: yeah, it doesn't always work. But I think , maybe I've just done it enough now that I just keep going. I guess I don't take from that, that the course is rubbish or that it's never gonna sell again or that I'm not very good. I just take from that, okay, the timing wasn't great.
and I probably didn't, what I definitely have noticed, and I think it would be good just to have a bit of a chat on, is that I have not brought enough new people into my world,
Ruthie: this year. So this year I haven't done as many live things. I have done a few live workshops and a few bits, but I haven't done as many as last year.
Sophie: And what I'm really noticing is although my lead ads are running and I am bringing people in, it's not the same pace, and I think people are taking a bit longer to buy. I think they do need a little bit more time to build that rapport with you. And I think , the SuperFans, launch in March not going very well was a bit of a signal to me [00:38:00] that actually what we've got here is you've sold that SuperFans, that was the fourth time that I'd sold it.
And each time it's, slightly less people. That was, like, the least by far. But I think there's just, I basically saturated my current audience. There just wasn't anyone in the audience that really needed it at that time. It's not that I did anything wrong. I just didn't have enough new people with that need in my audience.
Ruthie: Yeah. I definitely, I thought I was kind of onto a little bit of a winning formula where I did this, in-person workshop, and actually it generated a really nice amount of income. It was exactly what I thought. I was like, "Brilliant, I really love that." and I'd done that one in the summer, and I talked about summer holidays and getting your content sorted.
Great. Then I thought, "I'll do one just before Christmas," mostly because I wanted to do, a Christmas theme, because I wanted to call it the Social Sleigh, as in,
Sophie: Nice.
Ruthie: but
Sophie: Yeah
Ruthie: did it and just realized, anyone who was gonna do it had already done it. I was lucky enough that some of the same women came back to it,
Sophie: Hmm
Ruthie: the case that I just hadn't really added [00:39:00] anyone new to my audience, to my list to talk about it. And so of course If they were gonna have bought it, they might have already bought it the first time, so I'd got fewer available purchasers. And so I do think that's really useful for people to be thinking about, and definitely something I want to think about is how do we balance.
We're both nurture-heavy. I know that all of the time I am doing things that are taking people who are new to my world, and my content is designed nearly all of its entirety to just warm those people up.
Sophie: I've got some easy low-cost, power hours or whatever that people can work with me, to warm them up further. What I don't really do is pay any thought to, how am I getting more of those people in so that I'm backfilling. Yes, I'm doing that lower work on, if we think about a traditional marketing funnel, yeah, I'm doing that sort of bottom-of-funnel activity to move them closer to buying from me or working with me. But when was the last time I paid any thought to filling up the top of the funnel?
Yeah. And I think that is [00:40:00] just so incredibly common, and the way that I realized or really, came home to me that I am such a nurturer, is that I was on a call on one of the, courses I was on, and the person that was talking was saying,this assumption that, we're all obsessed with followers.
So she was talking about we're all obsessed with followers, and try not to get too obsessed with it. we obviously wanna grow our followers, ..." And everyone was like, "Yeah, I know. oh, yeah, I know exactly how many followers I've got, and I always check, and I'm like, 'Oh my God, I've lost 10 followers.'"
And these people were saying this, and I was like, "I honestly couldn't relate to something any less right now." I know roughly how many followers I've got, only 'cause I track most of my metrics just to kinda keep an eye on it, but I could tell you how many people commented on my last five posts.
Because, that to me, when I post and I'm, like, waiting to see if people are gonna comment or not, it's not even really the likes. the likes are, like, an element of it, but for me, commenting on a post is the way that I engage with people, I interact. It shows me that I've created a post that people want to comment on is, the ultimate goal for me.
that's the ultimate in, [00:41:00] connection, And yeah, so it made me realize that, oh, look at all these... Oh, other people aren't as obsessed with that as me. they... Oh, they
Ruthie: Yeah. And it,
Sophie: just think about followers. That's wild
Ruthie: I don't know what I couldn't tell you about followers. I could definitely tell you who I predict will be the next 10 people
Sophie: Yeah
Ruthie: me on social who will buy something from me.
Yes. Yeah. I could accurately predict that. When I launched the Bloody Good Story Club, I much knew who I thought would come in, and it was in direct correlation to who I was chatting with most in the DMs, who was most likely to engage with my content, because I know that they're the warmest.
I know that the people who are regularly commenting, liking, saying they love something, showing enthusiasm, my, probably my warmest and most likely to convert. I couldn't tell you who has come on to start following me lately or who's joined my list
Sophie: Yeah
Ruthie: know that would be so useful for me to pay attention to so that
Sophie: Yeah.
Ruthie: start [00:42:00] taking the whole journey from, new
Sophie: Yeah.
Ruthie: that bottom of.
And so I think
paying attention to are you restocking, are you
Sophie: Yeah
Ruthie: in and bringing fresh people onto your list is
Sophie: Yeah
Ruthie: naturally a nurturer , if the part of marketing that feels really good. And it's because it's high reward, isn't it?
Sophie: Oh,
Ruthie: reward
Sophie: yeah
Ruthie: people say, "Sophie, I loved that post.
Oh my God,
Sophie: I know. It's...
Ruthie: Lucy, you are so right."
Sophie: You're so inspirational, Sophie.
Ruthie: I'm
Sophie: Just, guys, just stop.
Ruthie: please, ladies. More of that."
Sophie: I know. And I think, fundamentally, the entire Superfan system is trying to bring these two sides together. Because,the first part of the Superfan system is literally, what's your goal offer? like, where do you want people to end up?
And then how do you create a lead magnet and then ads that is very specifically gonna talk to those people and bring them in onto your email list every single day? And for the growth people, that's the catnip to them. They're like, "Oh my God, yes, new people every single day." And the reality is you get this lovely halo effect where people then also follow you on Instagram because they see the [00:43:00] ad or they come onto your email list and whatever.
So that is, for the people who want the growth, that's what they're excited about. And then the bit that I think most people miss with ads is, and what puts people off ads maybe, is underneath you then need this thing which I call the messaging bridge, which is the stuff that we love doing. It's the- Yeah
podcasts and the lives. And I did calculate, and by the way, guys, this is not a number that is easily available on Instagram. I had to actually count this. But old school, super old school, I had to go through every single story that I posted this year so far. So it's in 2026, I have posted 604 stories on my Instagram.
I know. I think that's really good, guys. It's about an average of five a day if you do Monday to Friday. That stuff, that comes to me with such ease. Like the messaging bridge, that connection piece, is so easy to me. And yeah, I have some clients who've grown incredible, email lists of eight, 10,000 people, and they can put an offer out for a £47 thing and get no [00:44:00] sales.
Because the nurture side does not come easily to them, and they will post every single day, and nobody will, hardly ever engage. There's no comments. It just doesn't bother them because they're just looking at how many followers I'm getting. I just want the big numbers. And I think it's really
You have to have both sides together, and that's why really I teach the ads, because the alternative to ads really is a going viral strategy. So the other strategy is how can I get very high numbers. So I know people use like trial reels and just generally, trying to go viral, on their account.
And it's a choice. But for me,posting in April five times on my grid, and May five times on my grid, as you can see, that's just never gonna be feasible for me because it always relies on my effort of having to post.
Ruthie: Yeah, but this is what I thought was so interesting to talk about because I was saying, I think you're like a secret seller because I said, in last week's episode,, when you said you'd had your best month ever, I was [00:45:00] like, "What? Let me look." Went on your Instagram, saw that you'd hardly post, and I was like, "This isn't fair.
I need to know what she's doing." But actually, everything you've spoken about to do with your offers, and then actually what you've just said with social, yes, you only posted five times on the grid,
Sophie: stories,
Yeah
Ruthie: know are going out to people who are already following you, who are probably already really quite warm,
Sophie: Yeah
Ruthie: of storytelling and consistently talking to your ideal client on Instagram Stories, that's loads.
Yeah. wasn't easy for me to identify. I'm not counting manually how many times you've shown up on stories in a month or in the
Sophie: Yeah
Ruthie: months. But to have committed that much time and energy to your stories, that's a strategy. Yet I'd
Sophie: I got it
Ruthie: that if most people said to you, "Are you good on Instagram, Sophie?
Do you do a lot on Instagram?" It would be easy for you to say, "Well, no, I don't post very often," which is true, but you do post to stories often. And so it's easy when we look at people having success to think "That's a unicorn. , How has she done that? that's just a one-off.
She's the outlier." But [00:46:00] actually, if we look at the evidence of all of the people that are, having a great time, when the rest of us might be feeling like, "Oh, it's a bit of a downturn," they're doing all sorts. They are consistent. Even if we hark back to what we were talking about with, the app challenge, oh my God, she's had this incredible growth November and June. no, if you count how many times she's posted across the number of platforms she's posted on in that window, it's probably equal to , the rest of us over five years. So often I think we tell ourselves a bit of a lie that it's unicorn and we can't recreate that. Well, actually, possibly we could if we were doing as many things and we were, again, to coin from the app challenge, like doing the reps.
Sophie: Yeah
Ruthie: reps to get the learning, to then decide what the next step should be. And I think that's what you posting to Instagram Stories is a symbol of. no, you might not be doing one thing, but you're certainly doing the other
Sophie: Yeah. And I think, we were talking last week about staying on the bus. I think it's genuinely just choosing which bus to stay on, and I think that was part of my, little exploration last year of [00:47:00] doing loads of different formats and styles and types of workshops. It's yeah, okay, what converts well?
what do my audience want? What do they resonate with? But also, what is fun for me? it's really easy for me to show up on Stories. I don't have to set an alarm. I don't have to prep it in advance. And I hear people say this about Instagram posts and I'm like, "I think you're fucking mental."
"Oh, I just open my phone and pop a post up." I'm like, "What?" I'm just-- Like, that just isn't the way that my brain works. but Stories I can easily do. And email as well. email-wise, I love writing emails. I'm a long-form content girl. I like talking, like doing the podcast.
I like doing masterclasses. I actually love hosting groups. the Telegram group that I did over December was really great. I think it's about working out,what buses do you wanna be on? and for me...
Ruthie: for you to get onto as well?
Sophie: Yeah, exactly. what can you get onto that feels really easy and you can just crack on with and feels like it's a bit playful and a bit fun?
And I genuinely, there's no secret. I don't think there's any secret. Like, all the things we've talked about [00:48:00] today, none of it is, new information, but I just think of the people that are doing really well at the moment, I did describe this, the other day to someone, it's like I'm forty in July, and I feel like in my thirties, I just planted so many seeds.
not just in my business, but in my life as well. I tried things, I tested them, I moved on, I cut things down, some things died, some things thrived. And now I feel like I've put the reps in over the last, five or six years to the point now where some things are hardy enough that - If I don't post on Stories for a couple of days, that's not gonna dramatically, impact my business.
but it's also really easy for me to get back on it because I really like doing, so it's fine.
Ruthie: The muscle memory's there
Sophie: Yeah. But I do think if you're not, planting the seeds, then you can't expect the flowers to grow.
Ruthie: Oh, and what a gorgeous analogy you've
Sophie: I know. I just literally just made that one up. I feel like it works really well,
Ruthie: And I reckon, so obviously we've talked about loads of things.
Sophie: Yeah
Ruthie: If someone is like me listening and they are really inspired/jealous [00:49:00] of your best months ever, and they also might be feeling like hearing and feeling like, this is not a good time.
These sorts of businesses aren't making money," and they want to get themselves to a point where they are celebrating their best months, and they wanna get out of their business mood if they're in one. what would you say they should do next? what would be your next step? What would be the things that you would be say, "Right, prioritize this.
This would be my advice"? I know I haven't prepped you for that question, Soph, but , what do you think we should be doing? what do you think I should be doing? I'm just trying to get
Sophie: Yeah,
Ruthie: business
Sophie: that's fine. What should you do? So more specifically, if y- if you happen to be me, let's just say the person's called Ruthie. I would...
Ruthie: storytelling practice. I don't know
Sophie: I don't know. just, let's just workshop this. what would I say she'd do? I think that I would try, if you can, to let go of the, the revenue side, and I would do what I would call, nurture bombing my audience alongside bringing new people in.
whether it is, focusing on content that's gonna bring more cold [00:50:00] people in or whether it is doing ads. Obviously, I do have a course that helps with that. but I would say like, bringing new people in is really key 'cause the people you bring in now are gonna be the ones that are gonna be ready to buy in, September, October time.
So actually I wouldn't create an offer now. it's what? Mid-June. By the time you've created an offer, by the time you've launched something... if you wanted to do something paid, I would do, a one-off workshop. I would, test it out, and I would try and release the, expectation from it.
So if you're thinking you're gonna open your Bloody Good Storytelling Club in, September, let's say, then I would be thinking how many opportunities can I give people to experience me before September? Can I run a couple of free workshops? Could I run a mini challenge? Could I create something for people to use over summer?
Could I use summer as an anchor? How can I give people experiences of me that will bring new people in but will also nurture the ones I've got, so that when you then come to sell. Because, ... I think people can still sell over summer, but I do think starting something new now and selling it over summer is very hard, [00:51:00] unless it's, a one-off thing people can just commit to and then be done.
yeah. So-
Ruthie: really good advice. I think, it's really hard when you are, maybe you're a solo entrepreneur or maybe you've got a couple of people that you work with, to actually do the thing of releasing the income when what you know the end goal is, is income. so I think giving people experiences, I've got evidence of that in my business.
I've got evidence, hard evidence, that as soon as people have experience of me, they are at some point gonna buy from me. It's really unusual for that not to be the case. And yet I still, my temptation always is to only be creating things that I can see as immediately income-generating. And so I do think it's really useful advice for people who might be in a similar situation to think rather than to come up with an income-generating solution that may or may not work depending on what you come up with, instead thinking that, that idea of opportunity maxim again, isn't it?
How many opportunities can I create with ease in a way that doesn't create loads of friction for [00:52:00] me, for people to just get into my world? New, yes, but also nurturing those. I love that.
Sophie: Yeah
Ruthie: I'm gonna write that down. I'm gonna write that down.
Sophie: Make a note. Yeah. Amazing. I promise that next week we probably won't talk about me and my relentless excitement around my revenue and how I did it. But I do feel like so many of you commented and messaged us about,the background to it beyond just, "Oh, it was from these four offers," that, hopefully it's been useful.
Ruthie: Know, I think the podcast called Should I Care? And I think We don't often get a sort of, unedited inside track of the things that someone is caring about to build success. We get the headlines of, "I had a £30,000 month," or, "I had my best launch ever." We get the headlines, but how often are we getting the sort of details of the steps that it took to get there? And, we've talked about that in loads of ways with that YAP Challenge. Actually, yes, she's had what seems like unicorn success, but it was the sum total of a [00:53:00] lot of learning that got to that position.
And so I just think it is useful for us to get into the detail for people so that there's some level of how to, okay, should I care about growing my list? Should I care about nurturing my audience? Should I care about having a signature framework? We've just said, or you've just said, yeah. Yes to all three
Sophie: yes, and yes.
Ruthie: Perfect.
Job done.
Sophie: Great. Job done. We could have just said that at the beginning.
Ruthie: So I do know you wanted to, You messaged me earlier this week to say it was very important to you that you talked about the very key business, information of off-campus
Sophie: Yeah, the thing is, I feel like it's really important to flag key trends that are on Instagram right now. And apparently I have watched too many reels about Off Campus and . my entire feed is Off Campus, and it's mainly middle-aged women trying to remind themselves that they have a husband and children, and that they really shouldn't be obsessing over it.
So should you care about Off Campus? If you haven't watched it [00:54:00] yet, then I would say it, it's a hard yes from me. . I haven't finished it yet, and, every time I post about watching it, people message me saying, "I'm so jealous you're watching it for the first time."
Ruthie: I am. I am. And then a couple of my friends are now reading it. Now, I read it about four years ago, the
Sophie: Oh
Ruthie: from. and s- and I'm j- they're like, "Oh, I'm just on book one." I'm like, "I am so jealous. I'm so jealous you haven't watched it. I'm so jealous that you haven't read it." But yeah, I just thought it was really important to
Sophie: It's so important.
Ruthie: important topic
Sophie: I think these are the things that like the key topics that we really need to bring to the fore here.
Ruthie: Yeah, put whatever you want
Sophie: what, it's what the people want. Should you care about Off Campus? It's a hard yes from us.
Ruthie: 100%. Bye
Sophie: Yeah. See you next week.
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