00:00

Welcome to Make More Money without Selling Your Soul with me Polly Lavarello, evergreen marketing expert. This podcast is for you if you are an online entrepreneur who is looking to simplify their business to scale.  On this podcast you can expect to hear regular talk about wealth, about selling and about wellbeing. Because I believe these three core fundamental things are pivotal to your growth moving forward.

00:45

Welcome to the show, and I am excited to say we have the most phenomenal guest on today. She is Florence. Andrew Florence is a Hollywood and West End actress, having worked as a leading lady in London’s West End and most recently playing Jenny Gucci in Ridley Scott’s feature film house of Gucci, which is a banger, by the way, if you haven’t watched it, she’s also a visibility strategist and industry icon, activator for impact led creatives, personal brands and service based entrepreneurs, empowering them to tap into the kind of presence, positioning and strategic plan to Get out of hiding and into their spotlight and own the online stage their way. Having gone through self-sabotage and severe stage fright in her acting career, Florence noticed the huge parallels between achieving success as an actor and as an online entrepreneur both required grit courage and getting unapologetically visible. Florence is all about ditching the exhausting influencer inspired rule book, breaking through the walls of your social media account, and getting seen and known in a way that is joyful, aligned and actually converts into authority, impact and income. If you know my friends, that you should be getting visible, if when you are being honest with yourself, you’re not doing it, and you suspect there may be some resistance holding you back, sit down, get cozy, pour yourself a brew, and just take the time to truly wrap your ears around this conversation. This is visibility in a way that you’ve never heard it spoken about before? Florence. Florence. Florence, I am so excited to have you on the show today. For anyone who is new to the fabulous Florence Andrews, please tell us a bit more about yourself. Who are you and what do you do?

02:35

Hey Polly, it’s so nice to be here. I’m super, super excited. So I am Florence. You can call me flow if you want. I’m a film and TV and theater actress. I’m also a visibility strategist for online business owners who want to scale their income, their impact, their icon factor, through aligned visibility strategy that really works for them. And I love it. I’ve been doing it for now almost five years. Yeah, and learning new things all the time as the as the industry changes, but absolutely adore I do. I

03:06

love that, and I have a very like specific personal question for you, because I know that I felt a bit starstruck when I saw you sharing that you were in the Gucci movie. That scene of yours as well was one of my absolute favorites. It was just so mesmerizing. And to see that you are this like, multi faceted, multi talented human being who’s also bought this incredible experience. I mean, there are other visibility mentors out there, but who brings the experience you have of having been on stages? Is it in the west end as well? At stages in

03:40

the West many, many, yeah, West End, yeah, yeah. And on film. I mean, stood next to bloomin, like my my teenage crush Jared letter, although we not had his finest in that movie. But you know, we’ll ignore that. Yeah. I mean, this wasn’t what I was planning on asking you, but I want to ask you, like, what does that bring to how you see visibility and the importance of visibility? Like, what unique talents does that bring to how you approach the conversation around visibility? Yeah?

04:10

Sure. Thanks. Yeah. So, I mean, I’ll say I was starstruck from that memory as well. Like, I’m still pinching myself. I did not feel like I belonged in that room at the time, but it was an amazing experience. Yeah. I mean, I think the main thing that I bring from that really is the piece to do with giving yourself permission to take up your full space and that you belong in rooms with people that might otherwise whose success might otherwise intimidate you and inspire you. In equal measure, you can have the visibility strategy, you know, we can, in a way, that’s the easy bit. I think finding the strategy that is aligned to you is really important, because there are 1000 strategies to get, get where you want to go in business, and all of them work for someone. So it’s finding the one that actually really aligns to all the nuances of who you are, the areas where you naturally shine, all of that. But I think a really big piss up. Piss, sorry. A piece that people miss out a lot on is the visibility fear side and just the actual performing under pressure side. And when I say performing, I don’t mean like a kind of, you know, showing up in a way that’s false. But I do think that there is a performance aspect to being a business owner, where we do, either metaphorically or, you know, in in real life, need to step onto that stage and kind of be in that alpha position, whether it’s, you know, we’re hosting a master class a launch, we’re recording something for an evergreen funnel, we’re guesting on someone’s podcast, like now, or whatever that is, we need to be able to actually, you know, leverage our adrenaline and really still be able to deliver what we came here to deliver under pressure.

And I think that just, I’ve had a lot of experience just being in the wings, being petrified, you know, having opportunities to, you know, we all can sing in the shower, but, you know, really pull it out the bag in front of really influential people, and really hone my relationship with fear. And you know, I went through a lot of time dealing with stage fright, actually. And because of that, I went off and studied with a performance psychologist, just for myself. She used to be a sports psychologist, then she moved into working with actors and singers, and learned how to kind of really leverage adrenaline. And I think, you know, if you want to be more than just another service provider online, you know, in the confines of your little Instagram account, and you really want to take those bigger stages. You really want to be, you know, the name on everyone’s lips, and you want to have that bigger impact, I think it’s a part of the visibility puzzle that too many people miss out. And I think that’s something that I can bring in for sure from my acting.

06:49

Yeah, I absolutely love that leveraging adrenaline. I’ve never heard of that before, and everything you say makes so much sense, because like you say, there are so many different approaches to visibility, but the one thing that stands in most people’s way isn’t necessarily the strategy or finding the strategy. It’s themselves, right? It’s the fear. It’s the stories they tell themselves about what it means to be visible. And also, I mean, I definitely really relate to the whole sense of, I know when I’m doing public speaking, it’s almost like there is a grip around my throat. Yeah, and it can feel incredibly nerve wracking. And I love that we’re having this conversation today, because it feels more relevant than ever. I think in 2020 2021, we had an easy ride of everyone wanting to be on Zoom about the fact that people hadn’t kind of fully twigged yet about the opportunity in the online space, so the people who were already there absolutely crushed it. But what we’re hearing, at least, what I’ve been hearing in summits towards the end of this year is for those who want to have true exponential growth, to have that brand authority that sticks, yeah, we need to be like you say, guesting on podcasts, putting ourselves forward to stand on stages that just kind of super speeds our authority and our visibility and our growth. But it’s one thing to know that, and it’s another thing to do that. So for the person who’s aware that they should be doing all these things, but they’ve been making excuses, what would you say to them? Yeah. So,

08:20

you know, I think that it’s interesting when you’re saying about, like, the grip around the throat, you know, it’s such a physiological thing, and that’s the tricky thing. Often we don’t know. We think we’re going to be fine stepping onto a stage, and it’s just when we’re there, you know, we’ve committed it’s, it’s in the in the diary for the day, and that’s when it can really affect us physiologically. And I think that’s something too that there’s a few different angles to this. I mean, I think sometimes people think they have visibility fear that they need to get over and we need to do lots of deep subconscious work, and that can be really powerful to do. But actually, sometimes a client will come to me and I’ll realize it’s more what I’d call visibility hesitation, which is often more around not being clear on what you want to say and how say it. So sometimes, you know, I see people who will, they want to post, they want to do that real, you know, it whatever it is, and they just get paralyzed and they get overwhelmed with often, that’s because they don’t have the clarity on their messaging, or they haven’t given themselves permission to really share the message they want to share. So I think that’s one important piece to bring in, is sometimes that fear and hesitation, and I know this won’t be the case in your case, but sometimes that fear and hesitation can come from just not having pause. You know, often we join that program and we skip to the sales funnel, and it’s like, honestly, everything will get so much easier when you just start with, what is it I want to say. How can I articulate the value of that? You know, what are those pieces that are unique to me? And really dial that down and remember that we don’t need more than two. All three things that we really want to be known for saying, and we get to repeat it again and again. I think often people feel they have to recreate the content hamster wheel. And it’s like, well, I can’t say that, because I said that a few days ago. And it’s like, yeah, you can.

You look, you look at someone like Mel Robbins, she spent however many years talking about counting down from five to one, you know, and that’s she got known for that. She got known to the authority. You know, often we can dilute our message and confuse and lose our audience when we feel we need to constantly show how many different things we know. And I think so that so often that fear can be more around overwhelm feeling we need to know all these different things, share new things all the time, or we haven’t put the effort into our messaging. And then I’d say often, when it really does come down to more visibility, fear, there’s a few things. I mean, one thing is to say there’s nothing wrong with us getting nervous. It’s the most natural thing in the world. It’s a sign of a healthy, normal human brain. But the thing is that, you know, most of us want success. That isn’t normal, right? We don’t want to survive our brain, you know, our body is on our side. It’s trying to go like its main priority still is to keep us surviving, and we want to do more than survive. So yes, it’s totally normal. It’s, you know, unfortunately, we’re still so run by that evolutionary psychology of like, if I step out of line, if I’m judged, if I put myself in this alpha position and I get it wrong, people don’t like it, I’ll get chucked out of the tribe and get, you know, left to fend for myself and ostracized, and I might die. And that’s why so often on our nervous system, it really does feel like, Oh my God. I feel like this is life or death when it’s not so I think remembering that it’s very normal, and then, you know, a mix of, I think, you know, reframes, for example, so often we’re told, like, we hear messaging around being the expert. I think that, like a big pressure so little reframes even like, well, you know, if you don’t feel like you can call yourself an expert, how about calling yourself a contributor? We all have something to contribute right to the space. You have something to contribute, and it’s valuable and it’s valid, and that one thing might really, really be the piece that someone else needs. So reframes, you know, and and then kind of some of those adrenaline hacks. So, you know, one thing that’s simple, there’s so many things I could share with you, Polly, so I’m going to try, and I

12:23

want to hear them all. I want these hacks. They sound great. Part Two, what I found back when I went through quite a lot of stage fright, and I had this especially in auditions, actually, so I’d be fine on stage in front of 1000s of people, put me in a room with three people sitting behind a table, and I’d crumble. And I always used to feel like, Oh, my nerves are bad. My nerves are bad. I need to calm down. And I would try and get myself in this place of Zen and deep breathing before I walked into that room. And most of the time I failed, because it’s not always realistic when you’re about to walk into a bit of a fight or flight, you know, high pressure situation that matters to you, and then that would create a bit of a negative spiral of crap. I haven’t been able to calm down. Now. It’s going to go wrong, and it would kind of spiral into a negative place. And my body would self-sabotage. My throat would, you know, clamp up when I wanted to sing the high note, you know, all of those things. And I think one thing that can be quite useful is simply to remember that? Yeah, it’s great to be Zen as much as possible, behind the scenes in the day to day. We don’t want to be in place of high stress all the time. But actually, stress is sometimes necessary. It’s not always negative, and it will really be your friend in high pressure, or what feels you know relevant to where you are in your business, like high pressure for you in that moment of time.

And so rather than seeing that feeling of fear in your body as negative, we get to and try and get rid of it, we get to actually use that adrenaline in our body to tap us into flow state and really give us the edge in our performance. And a lot of that is, is one being aware that the difference in your body, physiologically between excitement and fear is pretty much nil. Like a lot of people say, fear is excitement, but without the breath. So rather than seeing it as a negative and trying to calm down and working against it, what we can do is simply reframe that feeling. So a really simple exercise would be kind of step one is start noticing and observing. Where does that feeling of fear start for you and your body, right? And it’s going to be different for everyone. For me, it’s heart palpitations. For someone else, it might be a dry mouth, shaky knees, whatever that is. So that next time it happens, you can interrupt. You can notice it straight away and interrupt that pattern. So that might be like clapping your hands or like a little red stop sign in your head, but you interrupt that pattern as soon as you notice it, before your brain has time to go down that kind of automated thought sequence that leads to self-sabotage, so you interrupt it, and then you just want to really replace that thought of, oh my god, I’m nervous, or whatever that negative natural thought is that would usually come up for you with, I’m so excited. Like, either I’m so excited. Excited to do this masterclass. I’m so excited to inspire these people. I’m so excited, even if you can’t find anything you’re excited about. I’m so excited to have a massive glass of wine once this is done, and call my boyfriend and say, I’ve done it right. So excited to finish this and have it off my plate. So you want to come up with something that is in the context of what you’re about to do, so that your brain can buy it. And it really is that simple that once you can start reframing the feeling in your body as positive and excitement rather than negative and fear, the next time you have a situation like that, your brain starts buying it’s like, oh, that’s why her heart’s beating, that’s why her mouth is dry, because she’s excited. Cool. Let’s do this. We don’t need to sabotage we don’t need to make her forget her lines and make her walk off stage. And you start feeling it too. You start feeling genuinely excited. So, you know, I think you know, and you can move and bounce around a bit more, and that’s fine to kind of use up that adrenaline, but it can you’ll find often that even if the first time you do this, you don’t remember a word afterwards, because you were so excited that you’ll listen back and you came out with some words of wisdom that you never said in such an awesome way because you were tapped into something. It taps you into that kind of flow state when you have that adrenaline and you don’t work against it.

16:13

I love that. Like resistance is one of the most damaging things, isn’t it, when you can be accepting of what’s happening in that moment, yeah, then it’s a million times more manageable. I mean, I love both these points, because one is obviously, I mean, I love I’ve never heard anyone before talking about the physiological kind of barriers we can have with visibility, which can be really intimidating to manage when you feel it almost kind of gaslights you that you can be aware of all the mindset pieces. You can tell yourself all the things, but your body still seems to be taking over the show. So I love some of those hacks you just shared. And I really, really loved when we think about beyond the physiological aspect, when we think about visibility, that actually converts what you shared about repetition. I’m really excited about that, because I think one of the things I see in the online business space is it attracts very creative, visionary people, and people who, you know, want to kind of potentially be visible and share their ideas and share themselves. Yeah, and then they’re doing it all and thinking, why am I not making any sales? And so what you said about repetition, I think is something that people can feel, funnily enough, actually a similar level of resistance to a fear of committing, like, what if I’m committing to the wrong three core things? What if I’m repeating the wrong stuff? What if I’m never going to be as good as my competitor who’s sharing the same three things? Or this is boring. The social media part of my business is meant to be the fun part. So anyone who’s got those kind of ideas going on when they’re hearing what you’re sharing about being repetitive, I know I’ve thrown a few of you there. You don’t have to pick them all up. But essentially, anyone who’s feeling resistance to being repetitive, let’s dive into that more, because I think it’s a really, really important takeaway from this episode. Oh, yeah,

18:03

absolutely. I mean, I think one thing to remember, for example, you mentioned, you know what if there’s another coach who’s got the same three things, right? And so you people make decisions when it comes to investments, so often from that kind of older, more emotional, deeper part of our brain a bit further back, right? So often it is about resonance and things that you can’t even control, right? It’s almost none of our to a certain extent, after we’ve honed our messaging and looked at all of that, it’s, in a way, it’s none of our business why someone would choose us over someone else. It can. It’s much more to do with them and and a deeper trust feeling. And so, you know, for example, there was some of that I worked with, where the first coach that she invested in was, she actually invested in her because she had the same accent as her, and there’s loads of other people like she’s general business sales strategist, right in that kind of 2021, era. And because this, this woman had real insecurities around her weight and how she looked and feeling like all the other coaches online who are successful looked a certain way, with blow dried hair and very slim, and they looked and she thought, well, I need to be that then, and I’m not. So I’m not going to be there. Was that limiting belief there. And then one came this successful businesswoman, this business coach, and she did look more like her. She was also a fuller woman. She had the same accent, and that was the piece that made her invest. And I think sometimes it’s useful to remind ourselves that there are always going to be other people doing what we’re doing, saying similar things to us and our unique kind of magic sauce, and that mix of ingredients is made of so much more than that, because beyond those those pieces that we share. There’s so many personal things that someone could pick up on and never tell you, or maybe not even be aware of, of why they choose you over someone else, and I think often it’s what makes us feel, ironically, like we don’t fit into our niche, or we’re not enough for our night, our niche, that is actually often a really powerful piece to put at the four. Front so, I mean, I worked with a client who was right at the beginning of her business and wanted to be like, a money mindset, wealth energetics coach, right? And she was like, Well, I can’t do that because I don’t have this lifestyle with a yacht and the champagne and this and that, my idea of abundance is having the time to, like, go have a muddy walk in the woods with my dog. And I was like, that’s amazing.

Do you know how many women out there want help with their money mindset, but can’t relate to those that branding? Then, yeah, they’re gonna look at you and go, Oh my God, yes, thank you. I can relate to that. So I think sometimes it’s about, you know, really just trusting that the more I know the word authentic is so overused, it makes me go on an eye roll emoji myself. But I you know, the more we can uncensor ourselves and put those little personal, individual things in there too, and trust that it’s the whole mix of us that is part of the package and attraction, especially when we’re personal brand or we’re doing one on one or live group support. I think that’s that’s important to remember. And, you know, I think another thing that I’d say in terms of conversion is identity messaging is something that’s come up a lot with my clients, and really remembering that your brand needs to speak to the part of people, even if they’re not really living in alignment with it yet. Of like, who they want to be, like, what do you represent? What is your unique response? Right? And I think often it’s easy to mistakenly bring a lot of people in that we don’t necessarily, or might, we might be dragging through our programs because we’re so focused on the problem, we’re so focused on the symptoms. And yes, we want to speak to that, but if we stay there and we’re going, Are you depressed? Do you do you never finish a course? Do you know? Do you? Do you keep working with mean business coaches that make you petty. And then we’re wondering why I keep attracting these people? I’m like, Yeah, you know, speak to the bit of them, even if they’re not acting in alignment with it outwardly. Yet they they aspire to, that they want, that they want. So often I think we’re speaking to this false kind of just labeled demographic. I work with women, 40 to 50 who to have this job. And it’s like, actually people are desperate to be seen deeper than that, beyond their label. They’re, you know, we’re all walking around with these labels on us these and it’s the psychographics deeper of like I can see you, and I know that actually under there, this is who you are and you know, and really speaking to who they want to be. And I think that’s a really important side as well. I feel like I’ve gone off on one, from what you’ve asked now,

22:29

but no, it’s, it’s super, super relevant. Like, I actually made that my mistake myself back in 2022 I think it was, yeah, I was promoting evergreen, from the angle that it’s like the burnout proof way to do business, which is still very much stand behind, yeah, but having that at the front of my funnel attracted people who I’d get on sales calls with, and I was turning away about 30 to 40% of people who I had conversations with because they were too burnt out, you know, and it wasn’t Ethical to take them on, and they were in it. And the moment I moved away from that and made my brand more joyous, more playful, more bold, because the other thing was I also was attracting really introverted people who wanted things to be very easy and low maintenance and evergreen isn’t low maintenance like it’s low worm maintenance, and it’s one of those things that long term is easier, but there is what I refer to as the push before the push. And they were, they didn’t like that push. They didn’t want to be doing that. They wanted to kind of for it to be passive, just to sit back in a hammock and just watch your sales roll in. Yeah, yeah. And so what you’re sharing just is so, like, I so relate to that because, you know, and this is a thing, right? Even when we’re in this space, we can be too close to our own business to see the blind spots, and sometimes we have to kind of dip our toes in a certain water to be like, Yo, okay, not doing that, but what you’re sharing about speaking to what they desire more of you know, you are going to attract the doers and the people who are ready to own where they desire to be, and that just makes work so much easier, doesn’t it? Oh, absolutely, yeah, I’m realizing we’re coming towards the end of this, and we could talk for hours about this. So I kind of want to summarize this, because I feel like you’ve shared so many amazing things. So your point around repetition is so, so powerful. What you shared about how physiologically our bodies can kind of call the shots occasionally. And if we don’t learn those adrenaline hacks, which I’m sure people should be seeking you out to learn more about those, because they sound phenomenal, but you shared some adrenaline hacks around how we can ride with that adrenaline, and rather than kind of frame it as fear, frame it as excitement, and how different that gets to be. And then what you’ve just shared just now about speaking to people’s desires and where they want to be, over kind of meeting people in their victimhood, the difference that has in how we show up potently with our visibility. Is there anything else you know, if anyone else is listening to this and we. Like, Oh my gosh, yes, yes. I’ve not thought about visibility this way before. Yeah. Is there anything else you’d like to add on visibility before I ask you to share how people can find you and learn more about you?

25:09

Sure? I guess if I was gonna pop in one last quick thing, it would be, you know, into 2025, I would love to invite anyone who listens to this to just dare to show off. You know, I think so many women, especially have this show off shame at some point when we’re growing up, we’re told, you know, Stop showing off. No one likes the clever clogs. You know, we’re kind of that shame can go in and then it can really hold us back when we move into a more visible side of business. And you know, when we show off, we’re really showing up and shining out and shining our you know, we’re contributing that unique magic source that only you can bring the way you bring it with your humor, your mode of delivery, your communication style, all of those little things that make up who we are and the world needs it, you know. And so I think you know, in terms of repeating yourself, just notice how Coca Cola this Christmas are not going to worry about that. They are saying the same thing every single time that Christmas truck goes along, right? So I think, you know, that’s something I’m quite passionate about, that you know, we all have this unique magic source. The more that we put it out there, it’s the more divisive it will be. If we’re not clear enough about what we are and who we are and what we stand for, that people are really clear, then don’t they don’t like what we’re doing, or it’s not for them. We’re also not being clear enough for the people out there to go, Oh my God, thank God, she’s come along. This is exactly what I’ve been waiting for. So dare to divide, dare to show off and be more like Coca Cola, but healthy. I love

26:35

that. I love that. And look, I think the really important piece about all of this is as we grow in our business as we step into being a CEO, one thing you cannot outsource is that you know, no one else is going to show off for you. No one else is going to be as invested in you, your business and your clients as you are, no matter what you do. I hate to say it, but it’s true. So what you just shared is so and like you say, unfortunately for women, we’ve had that good girl conditioning, haven’t we, and I mean, if anyone isn’t already following Flo you must go check her out on Instagram, because she embodies everything she’s sharing in this this episode so beautifully, like I’ve never worked with flow before. But one of the reasons why we connected is I we connected on Instagram. I don’t know how, but immediately I felt so connected to her because of all the dancing, all the silliness, all the boobs, but just really fun and playful and just so you, I felt like I kind of understood you really quickly, and what you’ve shared today is just such a fresh take on visibility. I’ve really, really enjoyed our conversation today. So if anyone else is also enjoying this conversation and thinking, wow, I need more amazing visibility, hot takes and flow, where can they find you? Sure?

27:49

Well, thank you. First of all, it’s been so gorgeous being here, and I love connecting with you on Instagram. Yeah, so probably Instagram is my main online home. I have a website. I’m going to say it now. It’s so needs an upgrade. So don’t judge me, guys. If you go to my Instagram, it’s Florence, underscore Andrews, underscore coaching. And you can find that there’s a link in my bio, and then you can find what, I’ve got a freebie on, you know, live stream emergency kit. I’ve got a lovely workshop in there. So there’s a few little goodies in there, and ways to work with me, of course. So I would say just Yeah, click on the link in my bio and Instagram and you can check anything out there. And I’d love to hear from you, yeah,

28:28

amazing. And we’ll pop all those links in the show notes as well, so you can find those nice and easily. Thank you so much for your time today. I really, really enjoyed it. Oh, you’re so welcome. Thanks for having me. Polly.

28:40

Well, what did you make of that friend? I mean, I am so grateful for all the guests who’ve been on the show in 2024 there have been some serious golden nuggets dropped by each and every one of them, and Florence has been no exception. If you’ve been listening to this and feeling like you have a valuable story to bring to my gorgeous, loyal audience of online business owners, service providers, and just, quite frankly, bad ass female business owners, then reach out to me. We are scheduling our books for 2025 and the guests will be on the show. And if you have a valuable story to share, we want to hear it anyway. If you enjoyed today’s show, please do share it with your business besties. Please do rate it. Please do do all the things that help somebody like me to continue to run this podcast, knowing that there are those of you out there who are finding it valuable and whose business journeys it is fueling. It means the world to me and my producers. All right, then that’s it from us today, and I will be back in your ears next week, back with the everyday Sales series. I’ll see you then.