"I pay very little attention to the competition" with Michelle Baxo
Michelle Baxo is an international love coach, writer and speaker, helping professionals thrive in love: dating, relationships, intimacy, and self-love. She’s been published and quoted in places like Thrive Global, Dreams Recycled, The DateMix, and Bustle, while also featured as a dating/relationship expert in various summits and podcasts. Michelle’s expertise comes from her professional training in psychotherapy, healing, and coaching as well as from her personal experience transforming her own love life. Today Michelle has created a beautiful family shared with her partner Tommy, daughter Isabella, and their dog Sulis.
Can you tell our readers about your background?
Professionally, I have a Master’s Degree in Counselling Psychology and a rich background in counselling, healing, and coaching. Ultimately my passion has always been to help people live the life of their dreams.
What inspired you to start your business?
After years of working in the personal development field, I had helped hundreds of people cause massive breakthroughs in their lives, and I had created many myself too. I couldn’t figure out why it wasn’t translating to my love life. After 2 failed long-term relationships, I found myself to be a hot mess when it came to dating. For 6 years I stumbled through the dating world. My career was taking off and I started to tell myself that having a family probably wasn’t in the cards for me. I dated emotionally unavailable and non-committal people so it became a self-fulfilling prophesy.
One day someone asked me what I would regret if I died tomorrow and I knew right away that I would regret not having the kind of relationship I always wanted. One where we could create our own rules and empower each other. One where we would raise a child with equal partnership and thrive as individuals.
I knew it was time for me to take on my love life. So I did. I built a program for myself where I sought out dating advice, removed my inner-barriers, and went on 2 dates a week. I reported the whole journey on a video-blog and what happened next was a miracle. It only took me 4 weeks to attract the perfect person to me. The vlog never took off but it inspired my first business focus, helping high-achieving women attract the right person and fall in love without compromising themselves.
I was so shocked at how drastically my love life changed in such a short period of time that I turned it into a pathway for others to follow as well. I call it POWER LOVE.
Where is your business based?
I’m based in Toronto, my assistant is based in Michigan and our clients are across North America, South America, and Europe. My business is offered online so there are no geographical limitations.
How did you start your business? What were the first steps you took?
The first step I took was getting clear on the lifestyle I wanted to live. I didn’t want to be tied to a location because at the time, I wasn’t sure where Tommy and I wanted to live and I hated commuting. I had this thought: “Why not ditch the office and go worldwide?!” So I looked for a business coach that had everything I needed and found one that had a team of various experts that could support me. The next steps I took was to establish a niche and ideal client, outline a program, set up a single-stream funnel which included Facebook ads —> opt-in page —> live webinar —> invitation to book a call. If someone was an ideal client, I invited them to work with me and participate in my program. I eventually automated this system and created a group program.
After having a baby, I shifted from scale scale scale to serve serve serve. Most of my clients are now referrals or people who have followed me for a while and reach out to work with me.
What has been the most effective way of raising awareness for your business?
Originally it was Facebook ads but in the last year, I no longer saw the reliable return on investment. Facebook ads are a great way to introduce yourself to people and stay connected through your mailing list but ultimately it’s the value I give them over a long period of time that keeps them aware of my business. I make weekly videos (Facebook live or YouTube) and send them to my email list and post them in my groups and pages. I mostly provide value and periodically talk about my services.
What have been your biggest challenges and how did you overcome them?
My biggest challenge was the massive change in the Facebook ad ROI. I was 7 months pregnant, in the process of building my team, and nothing was working. I was pouring thousands of dollars into the same funnel that had previously worked reliably, except this time I was losing money big time. My team was frustrated, I was panicked, and the baby was coming no matter what!
The way I overcame this obstacle was to finally let go of what wasn’t working. I also needed to face my lifestyle change so in the end, not scaling my business as planned was the best thing for me and my family. Now I’m more focused on serving my clients through my unlimited coaching and mentorship program, I have a program people can purchase without coaching at a lower price-point, and my overhead is a fraction of the price. I spend less time “selling” my program and more time serving clients and being with my family. That being said, I needed that initial growth and understanding of building a funnel and I’m grateful to the Facebook platform. It served its purpose but now I’m happy to now have an organic reach that I can nurture and serve with my free and paid offers.
How do you stay focused?
I used to have this awe inspiring morning ritual that really set me up for the day (read Miracle Morning). However, since having a baby 10 months ago, all of that went out the window so I had to learn to focus even when my cup isn’t filled first (though I am a firm believer in filling your own cup first and aim to get back to that routine).
I also have a mindset coach who I can reach almost anytime and she reminds me of the difference I make and stops me from chasing every squirrel of an idea that comes my way.
I hired a nanny for 10 hours a week and since that is very little time, I work my buns off during that time. I am motivated to be as much a part of my daughter’s life as possible while rocking my business. I think the extra pressure of limited time actually helps me be more focused.
It’s easy for me to be focused when I see clients, which are usually in the evening after my daughter has gone to bed. Coaching is my superpower, so when we are video conferencing together, the rest of the world disappears for me.
How do you differentiate your business from the competition?
First, I pay very little attention to the competition. I couldn’t tell you much about what others do and that is intentional. I want my offer and my expression to be purely from my passion as well as from my personal and professional experience.
I would say that my focus on Power Love (as opposed to powerless love) is unique. The focus isn’t on what to say or how to look. It’s about being empowered as the person you really are and learning how to attract the right kind of person into you life and become the kind of person that ensures a healthy relationship. The focus is on personal development while taking consistent action.
I am authentically me so that naturally differentiates me. I am completely transparent about my journey of love and I find people tell me that it’s refreshing how relatable I am. I have also recently created a model where my clients can request coaching 24/7 through a walkie-talkie app.
What has been your most effective marketing strategy to grow your business?
Webinars that provide actual value and have a bold call to action. Also consistency. While consistency is the hardest thing for me, I know it works.
What's your best piece of advice for aspiring and new entrepreneurs?
Get a business coach and do EVERYTHING they tell you. You can always make changes later but learn a proven system first. I saw so many people resist parts of a working system and then complain that they didn’t succeed. Some people resist webinars or doing Facebook lives. That’s fun for me but the tech was much harder. I wanted to skip parts or hire someone else to do it. But learning it all myself first allowed me to understand every aspect of my business and hire intelligently.
What's your favorite app, blog, and book? Why?
Favourite app- Voxer because I like to talk more than text. My favourite blog? I don’t read blogs. My favourite book changes according to what I’m up to. Currently, my favourite book is Chillpreneur by Denise DT because it gave me permission to design my business around my lifestyle and made it ok for me to let go of an old model.
What's your favorite business tool or resource? Why?
Zoom. I love being able to serve clients through video conferencing (or phone if they prefer), and this is also where I host my webinars and record my YouTube videos.
Who is your business role model? Why?
Ellen DeGenerous is my business role model. Even though her business model is completely different from mine, her authenticity, focus on contribution, and commitment to play inspires me beyond measure.
What is your beauty routine? What are some of your favorite products?
Ha! Ok, I’m not really the girl who should be recommending beauty products or routines because I like to keep the maintenance as low as possible. I do have my hairstylist come to my home to do my hair once in a while which is a bit posh I suppose but I prefer to work while I get my hair done. Joico Color Endure is my shampoo/conditioner of choice. My daily make-up is simple: concealer, black eyeliner across the top, mascara and a light all-day lipstick. If I’m recording or on video, I’ll put some mineral powder, blush and eye shadow on too.
How do you balance work and life?
Since having a baby ten months ago, I simplified my life so allow for balance. I have time for work and time for family, with occasional time for social. I recently decided that “I don’t do stress anymore” which has done wonders for my well-being overall. I ask for what I need from my partner so I don’t fall into the supermom trap. I nap when I need to without a single ounce of guilt. While there’s a time and place for grinding it out, I’ve come to learn that my best ideas for expanding my business and serving more people come when I’m feeling good so it’s becoming easier and easier for me to justify filling my cup. As my daughter gets older I’m able to make more time for friends, yoga, journalling, and drinking coffee in silence.
What’s your favorite way to decompress?
I love a yin or restorative yoga class. I also adore taking myself out for breakfast. My guilty pleasure though is ordering pizza and wings and watching a romantic comedy or marvel film. Oh and love it when Tommy and I go out to enjoy some live music.
What do you have planned for the next six months?
I plan to continue being an example of living my dream by soaking in this special time with my daughter and enjoying time with my partner Tommy. I’m expanding my reach through YouTube mini-trainings as well as creating online programs that support a more diverse audience in various stages of their love life. I’m writing a book that I hope to be complete in the next 6 months and I am building a love coach training program.
How can our readers connect with you?
Facebook Page https://www.facebook.com/LoveCoachMichelleBaxo/