Rewrite Your Inner Money Story

We trace how Joy Rowland rewired self-doubt, leveraged neuroscience, and built a values-aligned business that scales income without burnout. We share practical tools to change internal narratives, define a clear offer, and become the person who can hold wealth.

• Origins in poverty, move to UK, early jobs and first break
• Transition from IT to coaching and building a 7-figure AI firm
• Limbic brain vs prefrontal cortex and how fear protects
• Confidence as courage, commitment, and consistency
• Thought model to reverse engineer results
• Rewriting money stories with neuroplasticity
• Choosing identity over hustle for sustainable growth
• Niche, offer, and pain-to-pleasure transformation
• Business Growth Academy structure and outcomes
• Vision, choice, and creating your own economy

Please share this with someone who needs it and re-listen with a notebook. “Go to my Instagram bio to grab a seat at my next free workshop.”

Joy Rowland website: https://www.Joy Rowland.com

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Chapters

• 1:15 Welcome And Big Question On Money Mindset
• 3:55 Meet Joy Rowland And Episode Theme
• 6:30 Joy’s Backstory: Poverty To London
• 10:45 First Jobs, Breakthrough Into Barclays
• 13:20 From IT To Coaching And AI Business
• 17:33 Overcoming Imposter Syndrome
• 20:33 Neuroscience Of Fear And Action
• 24:58 The Courage–Commitment–Consistency Model
• 29:33 Getting Unstuck With The Thought Model
• 34:03 Rewiring Subconscious Beliefs
• 38:03 Money Mindset: Becoming Before Strategy
• 42:13 Identity Of A 20K–50K Earner
• 45:53 Choice, Vision, And Personal Economy
• 50:08 Niche, Offer, And Pain-To-Pleasure Path
• 54:13 Business Growth Academy Overview
• 56:48 How To Reach Joy And Workshops

Transcript

Cassandra: 0:50

Good day out there to all of my listeners. And I'd like to welcome you to Is Your Way in Your Way podcast. And for my new listeners, just for some of you, I'm your host, and my name is Cassandra Crawley Mayo. And actually, the name of my book is titled Is Your Way in Your Way. And we talk about topics related to self-improvement, personal development. But I am really, really excited about my special guest today. So I have a question. What if the very thing that keeps you from your financial freedom? Um, whatever you figured out would enable you to live your best life? Maybe you want to start a business, maybe you want to coach, maybe you want to write a book, maybe you want to leave a job, a career. But is the voice in your head telling you you're not enough or you're not ready, not worthy? Well, my guest today knows that voice all too well. She went from waiting to be chosen and second-guessing her every move to building a wildly profitable business that aligns with her values and brings in consistent $10,000 a month without burning out. So this conversation is giving all of you permission to stop waiting and start walking boldly into your CEO life. Stay tuned because today we're getting you your way out of your way. So she is going to offer not just inspiration, but tangible next steps to help women stop standing in their own way and for you guys to start walking confidently into the life business you are meant to have. Let me welcome Joy Rowland. Hi, Joy.

Joy: 2:48

Hi, Miss Cassandra. Thank you so much for having me on your podcast. I'm a huge fan of you. And so uh this is like uh a celebrity moment for me. Thank you so much for having me on your podcast.

Cassandra: 3:00

Oh, bless your heart. Bless your heart. Well, like I always said, listen, hey, hey, listeners, I told her, I call her my little powerhouse. She has a lot going on and she has impressed me. And I am so glad that she is on my show because you're gonna gain a lot of insight from her. Like I already have, you know, I've been listening to her podcast and she hasn't hasn't really gone on. But let me tell you the name of this podcast today. It's called How to Rewrite Internal Narratives and Reclaim Your Voice with Confidence. Wow. So, Joy, what I want to do is before we dive into some questions, I want to read a little bit of your bio because I want my listeners to know and why you are qualified to talk about what we get many talk about. She's a certified, profitable coach, international speaker, and a podcast host who helps women entrepreneurs grow wildly profitable businesses without burnout or self-doubt. Once a woman who downplayed her gifts, like many of us do, and battled imposter syndrome, Joy transformed her life by aligning her business with her values, owning her voice and turning her expertise into consistent income. Today, when I say income, and you heard that $10,000 a month profitable, it's not always about the money, guys, but it's really about what you were called to do and to start having a purposeful, fulfilling, meaningful life like she has now. Um, so she talks about owning your voice, turning your income into consistency. She equips women to step boldly into their CEO role with a clear business formula, a strong mindset, and a repeatable path to thin $10,000 a month. So we're gonna do some real talk, some practical tools, and a story of turning fear into freedom. So she's gonna inspire you ladies and men that are in here, some of you, to believe again in yourself and in what's possible. Wow, that's that's amazing. Um, I'd like to know, I'd like my audience to know. Tell us a little about who you are and what did your backstory have to do with the person that you are now?

Joy: 5:45

Oh, thank you so much for that question. I just wanted to clarify something very quickly. So I help women get to 10k consistent months, 10k plus consistent months. I'm already at 25k monthly, so I'm way past the 10k mark. But my goal now in my coaching program, I help women get to 10k plus months consistently. Thank you. So my my background, like the I want to say the hunger for understanding how money works comes from a place of love, comes from a place of struggle because I was born into poverty. I was born in northern Nigeria and sub-Saharan Africa, and we were extremely poor. Like we were so lucky to have a warm meal every single week. And so my my desire to figure out how money works came from a very young age because I had this burning question how come those people live in big houses? How come they have all these amazing lives? How come we get to struggle? So I've always uh had that question in my mind, and I think that's what made me um want to figure out how money works. So my fascination for money has come from a very young age. I remember reading The Richest Man in Babylon when I was like 10. Figure this thing out. So that's where my hunger for money, figuring out money and success came from. And um, it's just fueled everything I've achieved today. And so I have, if you talk about imposter syndrome, not just mentally, but on paper, like I was the biggest imposter, right? A black African woman in London at the age of 25. I left my home country at the age of 25 myself. Oh I had no family, no friends. Um so the biggest imposter. So that's why it's my passion right now to help women overcome the chatter. We have so much chatter inside of our brains, telling us not enough. Um, for me, it was you speak funny, nobody's gonna understand you. And so all of that internal imposter syndrome I had to overcome, and that's how I got to where I am today. So I am happy to dive in deeper because my goal is to help women just inspire women, but to awaken them to their potential so that they can finally read the life of wealth, abundance, freedom, fulfillment that they need they deserve.

Cassandra: 8:37

I'm so I'm sorry, Joe. I meant to tell you that I have a fur baby by the name of Max, and sometimes he likes to get on my podcast, and he's actually in his cage, and he's getting louder, so I'm hopeful that he will be quiet. But a lot of my listeners already know him. He's welcome. Tell him to come in. Yeah, right. No, he would dominate the show, and that I'm not I'm not allowing that. Wow. So you left came to America. I came to the UK at the time. Oh, the UK, all by yourself, not knowing anyone. No friend, no family, nothing. Okay, that's brief.

Joy: 9:21

Yeah, I paid half my tuition because that was the requirement then to be able to leave my home home country. So I had to save up over three years to pay up upfront half my tuition in Middlesex University in the UK. And not only that, as an immigrant, you're not entitled to student loans, right? You know, in the US, Canada, the UK, if you are a citizen, you have access to student loans. But as an immigrant, you do not, right? So my goal was to get to the UK, find jobs to help me pay up my fees. And so it's just been a very interesting journey.

Cassandra: 10:00

Wow. That's probably good because then you wouldn't be in debt. But the what you're doing now, you'd have gotten out of it. So that was a blessing in that. But your perseverance is is just great what you did. Now, before you um, now you so once you've graduated, did you get into the IT industry?

Joy: 10:21

Okay, yes, but not immediately. When I graduated, the only jobs I could get, well, that's the story I told myself, were retail jobs. Um, so I did retail. I worked in Maxim Spencer, if you're familiar with the UK, it's a big retail store in the UK. I was a retail assistant, so I was working in the warehouse, I was working serving people on the teals, and then at night I would work as a security guard. So I was a security guard in London. And I was working in a warehouse in London at the time. So it took me a while to find um a professional job, right? Um, so it took me about two years to find a professional job with backlys at the time, and that was like a miracle. I'm like, oh my gosh, I'm working in a very big bank, it's one of the top banks in the UK. Yeah, and my journey has just evolved from that.

Cassandra: 11:18

Wow. Okay, so you transitioned. Um, tell us how you okay, so you knew, first of all, growing up, you grew up in poverty, and you had made up in your mind that I'm not gonna stay here, I'm gonna move on because I know there's something bigger for me in spite of what I grew up in. Well, how did you become what happened for you to become a coach, a profitable coach?

Joy: 11:53

Yes. So I worked in IT for 20 years. So like I love IT, I love math, computer science, all of those things because that's what I studied in school. And even now, I still have an IT company. So my IT company is called Clarecroft. We build AI voice agents for businesses, and I've taken that to seven figures, and I'm so glad to have that business. But my passion is in coaching because I discovered coaching, uh, went through the life coach school, Brooke Castillo uh taught me the tools to be able to coach myself. So she calls this the self-coaching model. And so when I was exposed to the self-coaching model, and I saw how coaching transformed my life and how it helped me to see that I could be more. I could be whatever I want to be with the power of coaching. And that was when I decided that this is my path. I want to help women to get out of their own way to see that whatever life you dreamed of as a child, because as children, we had all of these big ambitions. But when we became teenagers or young adults, it's almost like the reality of life dawned on us, and then we kind of started rationalizing our dreams, right? We started saying, not sure. And so we kind of watered down our dreams to match the reality of society. So my goal is to help women to see that that dream they had as a child to create an abundant, successful, beautiful life, fulfilling life, that dream is still possible if you believe.

Cassandra: 13:58

Right, right. Now, although you had imposter syndrome drone, you were like doubting yourself. What methodology did you use to transition that mind? Because the mindset is a powerful thing. What are some of the things that you did that regained your confidence whereas you were able to reclaim your voice?

Joy: 14:21

Yes, I'm gonna give you two methodologies. The first one is about neuroscience and understanding how the brain works and understanding that the brain, what I would call the limbic brain, which is the brain at the back of our head, that's the type of brain all other animals in the world have. So that's the limbic brain, and that part of our brain ultimately has three motivations. The first is to avoid pain, the second is to seek pleasure, and the third is to conserve energy as much as possible. So when we were in the second, what's the first one? The first one is to seek pleasure, okay, so to go towards pleasure, sure. Yeah, the second one is to avoid pain. Avoid okay, uh-huh. And the third is to conserve energy as much as possible. Okay, so all right, those are the three that we call it the motivational triad of the brain, right? And we also call this the toddler brain, right? The toddler brain wants to keep you safe. When we were in the cave, that part of our brain was so necessary to keep us away from all the wild animals to keep us safe. However, we have evolved as humans. We now have the prefrontal cortex. The prefrontal cortex is the part of our brain that helps us to make executive decisions. That's the part of our brain that we can use to manage the limbic brain. So the prefrontal cortex is here. So when I understood how the human brain works and I I saw that all of my limiting beliefs were actually my limbic brain trying to keep me safe. So, for example, if you wanted to start a business, let's say your goal is you want to get to 50k months, your limbic brain will tell you that's not safe. It's not safe for you to be visible, it's not safe for you to be judged by other people. So the limbic brain gives you excuses why going for 50k months is not safe for you as a human being. However, you can use your prefrontal cortex to override your limbic brain to say it might be uncomfortable, but we are safe, right? Because your limbic brain kind of equates going for 50k months with being in the wild with wild animals, right? So when I understood how the prefrontal cortex can be used to override the limbic brain, I'm like, ah, this is gulp. And then the second methodology I use is understanding that confidence can be built. Confidence is not a skill that we're all born with. Like some people might be born with confidence, but majority of human beings we weren't born with confidence, but confidence can be learned, it's a skill that you can learn. How do we learn the skill? I take my clients through three levels. The first is the courage to start. You have to find the courage to say, I want to go for this goal, and I'm gonna find the courage to start. And the courage to start also includes being humble, so humility to say, I don't know exactly what I'm doing, but I'm gonna start this, and I have the courage to almost like feel in public, right? I'm gonna have the courage to learn in public and to allow people to see that I am a learner. So that's the first step. Once you get the courage to start, the second step is commitment. You have to be committed to your goal, right? And commitment means you go from just being interested to being invested in your goals. So commitment is the second level, right? And the third level is consistency, consistency and discipline. When you are consistent and disciplined, then you become confident, then you start seeing the results. That's how confidence is built. So confidence is a muscle that you can build and you can train and you can achieve whatever you want in life. But here's the thing when you set a goal, you muster the courage to start, you become committed to your goal and become consistent and you get confidence. Once you become confident in that goal, guess what? As human beings, we set another goal, right? And when you set another goal, you go back to the beginning again from courage, and it's just like a circle, you keep going on, and we we never like we keep evolving, we keep setting goals. So people need to be aware that whatever you decide to do in your business, just be aware that you're gonna start with courage, then you're gonna be committed to your goal, then you're gonna be consistent, you're gonna be disciplined, and then you're gonna be confident. Okay, that's good.

Cassandra: 20:04

So, what would you say though? Um, for individuals, uh, you know, we and a lot of this comes from your education. Um, it comes from your go-gettingness. You you were ready. I could tell you were determined that you were going to um you had your mindset on one thing and and you you did that. But there's some people that are stuck. And I'll give you an example. Um, when I wrote my book, it took me years to write my book. And the reason it took me years because I was stuck. And I was like, what is wrong with me? Why am I stuck? What's just going on? And I and it was like a burden on me for years. So all of a sudden, it was like all of a sudden, I sat down doing COVID and wrote the book. So, what would you say to someone who is stuck? And in the waiting game, like I was, maybe it's something you could say to get them moving. Don't have to wait years like I waited to get. This book done. So, what would you say to individuals that are stuck and in the waiting game? They're just waiting.

Joy: 21:21

Sometimes can be a blessing, right? Um, so don't be, I want to say listen to what God is trying to tell you, right? Once you figure out that you are not stuck because you are choosing to be stuck and you've listened to what God wants to say and you're ready to move on. I always teach people to understand how results are created. Whatever it is in life, our results come from the thoughts we choose to think.

Cassandra: 21:58

Right.

Joy: 21:58

And our thoughts are optional. When I understood this, how the thought model works, I could then see that I can create whatever result I want to create just following this thought model. And this is how the thought model works. Circumstances are neutral, right? Circumstances are facts of life. But the thoughts we choose to think in a given circumstance are optional. However, those thoughts create a feeling in our body.

Cassandra: 22:38

Right.

Joy: 22:39

And the feeling those thoughts create in our body leads us to take specific actions. And the actions we take ultimately determine the results we create. So I like to reverse engineer this model. So this is a model, right? It goes from thought to feeling to action and then to results. So once I understood that model, I can reverse engineer my success and say, okay, what result do I want to create? So let's go back to the book example you gave. If the result I want to create is to write a book, so that's the it goes to the result line. So that's the end goal. Right. However, to reverse engineer that, I then ask my brain, what actions do I need to take to get to my results? And then if I do some analysis, I'll say, oh, I need to write two pages per day. So that's the action I need to take. Well, what feeling do I need to be feeling to take that action? Well, the feeling has to be motivation, commitment, desire. And once I determine the feeling I need to be feeling to take those actions, then I say, What thoughts do I need to be thinking to generate that feeling? So I become so intentional and I journal and I say, What thoughts do I need to intentionally think every single day to feel desire, motivation, commitment to write my book? And the thought might be, um, I am so well equipped to write this book. That's one thought. Another thought could be thousands of women are waiting for this book to be written. If I choose that thought, thousands of people are waiting for me to write this book. When I think that thought, I'm like, oh my gosh, I feel so motivated. So that's a thought I could choose in that circumstance. Another thought could be um, I am the badass, right? So you can play around with the thought. My coach calls this trying on thoughts. Almost like you go to the store to shop for clothes, and then you try different thoughts, and then you see how that thought feels in your body, and you see what action you take from those thoughts. So that's the framework I teach for people to get whatever results they want to get.

Cassandra: 25:11

Okay, so that's the it's changing the internal narrative, yes, right? Yeah, because what is it? We we have about 6,000 thoughts a day, I think it's something like that, and 90% of them are negative.

Joy: 25:25

60,000, not 6,000, 60,000 thoughts per day, right? And 94 of those are repetitive thoughts from the previous day. So they are thoughts that happen at the subconscious level, and that's why it's so fascinating to wrap our heads around 60,000 thoughts. Like this is research by neuroscientists, right? But because 95% of those thoughts happen at a subconscious level, it's happening outside of our consciousness. We are not even aware we have those thoughts, right? But those subconscious thoughts are the thoughts running the show. So, which is why the first step in any program is to become aware of those subconscious thoughts, right? If you want to change your circumstance, you have to be aware of the thoughts running the show in the background. And um, it's a skill that can be learned, right? Because um, in today's world, we are so overwhelmed with technology, with social media, with the news. So being quiet to discover the subconscious thoughts we are thinking repetitively is an art and a skill that can be learned.

Cassandra: 26:41

Right. And that's something you have to have in order to be what you are, a profitable coach, right? So the profitable coach, you became that we're gonna go back to where you started, and then from that point, you determined that you wanted to bless people on how to be profitable in their life. Money is one, abundance, it could be a number of things, right? So I want to talk about the money, all right. Okay, I know it is. Um, and there were a couple of things you said when we talk about business growth for women and entrepreneurs and how you talked about storytelling enhances that. Okay, that's that's one question, but then we talk about when when people talk about money, their mind, something goes on with the mind, you know. Um uh what beliefs or mindsets shift people um from surviving to thriving financially? What what kind of mindset or and and usually when people have these these, I would say, dreams or visions, or this is what I need to live my best life, then a lot of people say, Well, I don't have the money. You hear that a lot? Yeah, yeah. Yeah, why what what is that? Because listening to you, you you have doubled what was it, the the the 10,000 a month, right? How how for first of all, how'd you get to the 10,000 and double it to 20? What what was going on in that mind that enabled you to do that?

Joy: 28:35

Well, my Google for the next couple of months, I want to see how I can get to 50k months. So, like I said, I've I'm already at 25k, that's fine. I want to get to 50k months. For me now, money is like a game, right? I enjoy, I enjoy the game of money, and I'm so blessed because I have teachers who are doing extraordinary things, right? The coaches I am learning from, they're doing a million dollar months, right? Not because of the the dollar amount, like I don't always keep a stack of dollars. Like I don't need these papers, like this is not this is not the goal. Like people don't need money just to stack up dollars in their houses, like the print, white paper, that's not it. The reason we keep setting money goals, for me, I feel is the best way to develop personally, is the way I evolve as a human being. Because when I set money goals, all of my inner chatter comes up, and when I solve for those inner chatter, I evolve as a human being. Like the way I speak now is hugely different from the way I spoke two years ago, just two years ago. Okay. I'm like different woman. I am becoming, right? It's the journey of becoming, that's what's addictive, right? The journey of evolution. So um I just love for women to be able to step outside of their comfort zone around what they think money is, around what they think abundance is. And at the end of the day, as we grow, we make more money, we end up giving it all away, right? Because there is so many houses I can live in at once, right? Yeah. So the goal is to evolve. And to your question about people saying they don't have the money, I think it comes from childhood, right? Because research has shown that our money story is embedded by the age of seven. By the age of seven, your money signature, your money story is already embedded. How you think about money, what you think money is, um how you think money is made, all of that is programmed by the age of seven. I'm not just making this up, people can go research this for themselves. So when people come to me and they come to me for business strategy, but business strategy is less than 10% of the equation. You have to become the person that can receive and hold money first, you have to become that person. So I see many people jump the becoming, they just go to the strategy, and that's why people hustle. You see people hustling for money, they're trying different things, it's so hard. Right. That's because mentally they're not the person yet, right? And the if someone says, Oh, I want to make $20,000 per month, the reason you're not currently making $20,000 per month is because you've not become the person yet. If you become the person that earns $20,000 per month in your brain, in your mind, it will manifest in physical reality. So the work is to become first. Who's that person? What time does she wake up every day? What kind of words does she use? What kind of people does she have around her? When you mentally become that person, your physical reality matches that person in the mind. So I feel that's the first step for most people. And I know I said our money story is embedded by the age of seven, but there is some good news. There's something called neuroplasticity. Neuroplasticity says that the brain has the capacity to change, which is amazing. So even though your money story has been embedded by the age of seven, the good news is you can change your program, your programming, like everything that's been instilled in you by your parents, your mom, your dad, society, all of that can be reprogrammed if you do the work. And that's where the work is.

Cassandra: 33:17

Okay. All right. So I know my listeners, like, okay, well, all right. So what is it that they need to do? We talked about what time you wake up in the morning. In other words, have a money abundance mindset, right? And in order to get that, these are things that you can't do by yourself. A lot of people try to do things on their own, and we all need each other, you know. So something that you can't do, it's like yourself being a coach, you're somebody that can support them in doing that. And then when people say, and then people say, Yeah, that's what she said, but I I have a family, and you know, I need to do this, and I have to work two to three jobs. And so when they tell you that, what do you say to them?

Joy: 34:09

You don't have to, you don't have to work two to three jobs. You are choosing to. I'm not saying for you to quit your job. I think where the empowerment comes is realizing that your reality is your choice. You have chosen, you are choosing, and that could be a good choice, right? So I want people to first of all own that choice, and that's where empowerment comes, and that's where change begins when you because if you say I have to, it means you're powerless, right? You don't have to work two to three jobs. If you say I am choosing to work two to three jobs right now because I want to provide for my family, right? That's your choice, right? So, first is owning your choices, and then the second step is defining your vision for your for your life. Like, what do you even though you're working two to three jobs now? But what do you want? What's your vision? What do you desire? So you need to map that out on paper first. Now, you don't need to have a vision board, I don't have one. Um, but if you want to go the vision board route, you can go, or just take a pen and paper and write down what's your desired future state. So you can say, my desired future state is oh, I wake up in the morning, I have a successful business, a thriving business. My I live in a seven-bender home wrapped around in lush grains. So define that future, right? So that's where the the work begins. When you define the vision for your future, now from that place of empowerment, and especially when you see that you create your reality, that's where transformation happens. And one like I studied the laws of the universe. One of the laws of the universe is the law of reflection. The the world will always reflect to us what we think. So, for example, if somebody thinks the economy is terrible, right, right, they're choosing to think the economy is terrible. Guess what? They are not signing clients, their business is not moving, right? So the world displays to them because my coach says our brains are um a very loyal dog, right? You know how your dog wants to be loyal, that means your brain will prove you right every time. Your brain will prove right what you think in your mind. So if you choose to think the economy is bad, your reality will match that. But if you choose to think I am my own economy, I get to decide how much money I make. It doesn't matter what the economy says, if you choose to think that, guess what? You create the reality. And how do I know the economy is not bad? Because there are tons of coaches making millions of dollars per year. And when I throw these numbers out, I love to give examples. For example, Jodie Moore is a coach I absolutely adore. She makes over eight million dollars every single year. She's a coach, and she's a coach to Mormons, you know LDS, the the Church of Late Later Day Saints of Jesus Christ.

Cassandra: 37:52

Yeah, oh she's a Mormons, right?

Joy: 37:55

Yeah, no, not that not just that she's a Mormon, her niche. That's her niche. That's the people she coaches. Oh she's making eight million dollars per year. That's one. Another one is Corinne Crowtree. Corinne Crowtree is a weight loss couch, she's earning $13 million per year as a weight loss couch. Now, she never even went to college. So for people who say I have to go to college to make millions of dollars, you don't have to. So I love to give examples for people to say, oh my gosh, oh if I truly want to make money, I can make money, right? So your your reality will always match what you choose to think in your mind.

Cassandra: 38:45

So individuals listening to this uh podcast is like, yeah, I don't know. And and that mindset is first of all, you're doubting, like, I don't know, yeah, right. And then what I've learned, particularly in my business too, is not I'm not saying money it doesn't help. Money is a blessing, but it's more to it. So I'm thinking that her weight loss, she's making an impact on individuals that want to lose weight. So you can't you can't dismiss why you're doing it. You know, your why I think has to be big. I mean, why the why to me I think is very important. And then whose niche is the um the Mormons? Why is that her niche? Um you know, in other words, you have to figure out like yours is like your niche is women, right? Is it certain kind of women? Like, like you can interview women and say, nah, I don't I don't think this is someone that I want to work with. Do you ever do that?

Joy: 40:04

Oh, many times, yeah. I think it has to be a match for me. It has to be someone I want to work with, right? So it has to be a woman who desires success because desire is something a coach cannot give you, right? Okay, you have to want to be successful, you have to you have to want money, right? So um I choose the kind of people I work with. I'm very, very intentional about well, right now I'm fully booked anyway, so I'm not taking one-on-one clients right now, but I have a group program where I get people to comment to. So choosing a niche is absolutely critical because your niche will determine the kind of marketing you put out, right? You have to nail down your knees. So, for example, when I speak to my people in my Instagram posts, all of my marketing, I get people messaging me in the DM saying, Oh my gosh, that post really resonated with me. The reason I'm having all of those feedback is because I know the person I'm trying to target. In fact, I've named her. Her name is Naomi. I know uh what her desires are, and the reason is because I have done the work. So the first step, like everyone knows, is to define your target audience and identify your offer. What is your offer? What is the product or the service? What is the transformation you're promising there? Because that's what people want. People want transformation. And then you have your process of how you get them from pain to pleasure, because that's what people are paying for. Your people are currently in pain, they want to get to pleasure. And then you clearly articulate how you get them from pain to pleasure. And that's how you attract clients to work with.

Cassandra: 42:01

Their pain point. It's kind of like um uh when you were describing the brain, you know, four elements, and one was uh avoiding first, they want to avoid pain, and then we got to the the the pleasure part and um and results, the action and and the results. Tell us how I mean, I can't talk to you all day, unfortunately, but tell so you have a program. Tell how does your program work for my listeners? Yes.

Joy: 42:38

So I run a program, it's called the Business Growth Academy, and this is where I help people identify their offer. So I'm a business coach, right? So I help people run profitable businesses. So I the first step is to identify what you want to offer the world, and God is so generous and he's such a fair God that he has given each and every one of us skills, talents to profit with. Like if you go into the Bible, you'll see the parable of how he gave everyone talents. So the first step is to identify your unique what you want to bring into the marketplace, right? So that could be your experience, right? Maybe you've dealt with uh a narcissistic husband and you've gone through a terrible marriage, and your goal now is to help women overcome terrible abusive marriages. Let's say that's your passion. Like you have to be passionate about this, right? So I help women uncover the thing they want to bring to the marketplace, the thing that people will pay you thousands of dollars for to help themselves. So that's the first step. And then I help you to launch, I help you to bring your offer to the marketplace, and then I bless you. I help you attract clients and get your your business to consistent 10k months. So that's what I do inside of my business growth academy. It's a six-month uh group coaching program.

Cassandra: 44:14

How could my how will my listeners be able to get in touch with you?

Joy: 44:20

The best way is via Instagram DMs. Um, that's the best way to get in touch with me. I run monthly workshops. So if you go on any of my LinkedIn bio, uh Instagram, Facebook, LinkedIn, you'll see a link to my free workshop.

Cassandra: 44:39

Okay, okay. Uh I'd like for you to share some parting words to my listeners who are stuck. Um, because this is this is about individuals being in their own way, you know, in their way of doing, you know, I think in the beginning, I kind of talked about um uh what if if the very thing keeping you from financial freedom is your voice and your head telling you you're not ready, you're not worthy, or not enough. Um, and for those who have not moved yet on what it is that will enable them to start living their best life on their terms, what could you say to them to get to take action? Because as you indicated, we have all this in our mind, you know, but one of the things we don't execute, you know, we don't take that action. So, what could you impart and my listeners to get them off of the sofa, out of their minds, and move forward?

Joy: 45:53

Oh, thank you so much for that question, Cassandra. And I know many people struggle with this. So, words I have is that first of all, there's nothing wrong with you. There is like there is a reason why your brain is trying to keep you safe. Your job is to uncover that thing your brain is trying to keep you safe from. Okay, so your brain is not being malicious. Your brain doesn't hate you, your brain thinks it's trying to keep you safe, it's trying to keep you safe from criticism, it's trying to keep you safe from judgment, it's trying to keep you safe from people telling you bad things in the comments when you post, right? So your brain exaggerates all of these things in your mind to say, oh my gosh, we better stay in our nine to five job, we better stay strong, we don't want to be exposed to people telling us nasty things. So the first step is to identify what your brain is trying to keep you safe from. Once you identify that, I want you to use your prefrontal cortex. Like once you identify that, I want you to write it on your in your journal, and then you can you'll see that there is no logic on paper as to why your brain is trying to keep you safe. So, uh, first of all, dump all of your fears, you are afraid of something, right? Dump those fears down in your journal, and then use your free frontal cortex to say we are not at risk of being eaten by a lion in the wild. This is gonna be okay, it's gonna be uncomfortable, but it's gonna be okay. And ultimately, when your desire for success outweighs the comfort of being stuck, you're gonna take action. So there is there's nothing at stake. So for me, what was at stake for me was going back to in fact, when I show people pictures of what my life was back in Nigeria, it's unbelievable. There was Islam, we were living in Islam. So I had no choice, the only choice was to succeed. So for many people, they are so comfortable in what modernized society has given them. In fact, when I was in the UK, did you know the government will pay people when they are unemployed? And I'm like, if you pay people for being unemployed, what motivation do they have to go work? So, first of all, define your vision. Why is this very important? And like I said, for many people, it's not just stacking up the dollars in the bank. For many people, it's the desire to make an impact. For many people, it's a desire to feel fulfilled. Right now, I wake up every morning and I cannot wait to get out of bed. I'm so excited to come downstairs into my office to work. Once you have that excitement, that joy and desire for life is infectious and you attract so many kinds.

Cassandra: 49:03

Wow, that was powerful. Thank you. Thank you. Um, so my listeners, this was impactful, and a lot of it is that mindset. And like I said earlier, you cannot do it yourself. You have joy that can help you, although she's kind of booked right now. But I always say when the student's ready, the teacher will appear. So if you're really ready to move forward, get unstuck, and start living your best life on your terms, as you indicated, the universe will open up the doors. But you know within your heart whether this is something that you want to do. So I ask you listeners to share this with individuals that you know that could benefit from this. And also re-listen, re-listen. There was a lot being said, write notes. Um, and I guarantee that if it's something you really want, and and and if you're money, I say is important, but that can't be the main reason just to get the money because you're not serving anybody. And as Joy indicated, we all have gifts, we all have talents. What are we gonna do with it? Bury them, and that's what many of us are doing, rather than multiplying them. So, Joy, I want to thank you again. Like I always say to my listeners, uh, bye for now, but I always say, God bless you, and I'm hopeful this is the podcast that will enable you to start taking action. So, again, thank you so much, Joy. And as I say, bye for now.

Speaker: 51:34

Can you hear me?

Cassandra: 51:37

I can hear you now. Okay, okay. Joy. Yes, ma'am. Now I know why you were named Joy. Yes, yeah, because you are Joy, and I I wanted to thank you. I went in a different direction today, and uh I think Max was kind of distracting me a little bit, but I really wanted to talk more about that financial piece because you have a calculator, you know, yeah. You have things that will help individual tools that will help them get to um tanking. Yeah, yeah, yeah. So I I appreciate you. I um I just applaud you for doing what it is that God has called you to do, and that I know a lot of people that maybe listen to you, it's like, I don't know, you know, um, and that's the thing that stops people, but I I believe you. I I believe you.

Joy: 52:43

Thank you, and I want you to know that the episode went exactly how it was supposed to go, that's how God wanted it to go. So I know sometimes we have a set way and then it just happens another way, so it was perfect, right?

Cassandra: 52:58

Right, right, and you did a phenomenal job, and I'd love for us to um stay in touch. I have been following you and I've looked at a couple of your um your um episodes from other people that interviewed you, and um, I thought you did very well, and I know you're gonna continue to be successful. Currently, I'm not where you are um financially, but I'm gonna I'm definitely gonna get there. You know, I'm like that 10,000 a month is is good, you know, and then I could double that. You get to 20 and then you double that again.

Joy: 53:41

You can make as much money as you want to make.

Cassandra: 53:44

I know, I know, with that mindset, right?

Joy: 53:48

Yeah and you have the the the tools already, like you are well set up to attract those clients, like the women you serve need your help. So I'm gonna spend time after this. I'm gonna go through um your your podcast. It's about having a program at the back end where you sell people into. So I do monthly workshops, and that's what I teach my clients. That's where I sign all of my clients. So I do I do one workshop every month. I give in incredible value, and then I have um an offer at the end of the workshop. So that's how I sign people into my offer. So my group program is $5,000 for six months, and I have people signing up on the call, even without a discovery call. So it's definitely um choosing having the right systems to my like to grow your business exponentially. I think that's one of the I think I have to get out of this mindset.

Cassandra: 54:47

Let me let him in. Oh goodness gracious. Oh, Max. Come on in, Max. Come on in. Okay. Um, what was it? Oh, yeah. I actually when I have guests, and one of the things I I I think about how can I, if I'm a guest, I can do it. But I want to serve the guests that I have. I want them to share what they do so they also can get clients, but I have to be more cognizant of what I do and share it. I share it on other people's, but not when I have a guest, because I not I don't think, and you tell me this, it's the it's the the right place to share it or either figure out how to share it.

Joy: 55:43

Yeah, so I do this in my solo episodes. So in fact, my solo episodes do better on my podcast than when I have a guest. So that tells me people want to hear me more. So in my solo episodes, I give value and then I invite them to take the next step. So solo episodes, I think that's the the place um you can give value and then have a call to action for them to take you to the next level.

Cassandra: 56:12

And I like when you said you don't have discovery calls, you just like right, uh-huh, right. That's a waste of time.

Joy: 56:20

Yeah, yeah. So they come to my workshop and then they've got to decide if they want to work with me.

Cassandra: 56:27

Okay, all right. Well, thank you for that that advice. And I I started off with solo calls and I felt strange, like I'm not talking to anybody, like nobody's in front of me, but I I have been told to do more, and I am gonna do that. Okay, I am gonna do that. Well, if there's anything that I can do for you, or if I pop up, do not hesitate to reach out to me.

Joy: 56:54

Yeah, and you too as well. I'm gonna take a look at your uh YouTube, your podcast, and if I have any feedback, I'll send it to you via the podcast, uh podmatch DMs.

Cassandra: 57:06

Okay, okay, thank you so much. God bless you. All right, okay, bye.