ļ»æJaimie Abbott: Well, my guest today is the fabulous Josephine Lancuba. And Josephine is an award winning performing arts business coach and talent management professional. She is an educator, speaker, talent agent, writer and has spent over two decades in the arts industry, leading and managing studios, entertainment and production based businesses, including her own musical theatre studio for ten years and its in house talent management service. Josephine is also a member of the highly regarded Aus Dance New South Wales standing committee. From a young age, Josephine had to make her own way in the world. She went from hardship and humble beginnings to successfully creating multi six figure performing arts businesses fueled by passion, joy and commitment. After a whirlwind career as an artist that saw her perform on multitude of stages and on tv screens for over a decade, Josephine leapt into the world of business and motherhood. And don't many of us know what a juggle that is? But she has not looked back since. And Josephine now teaches business. Sorry, teaches performing arts studio owners specifically. Very niche. How to confidently run a successful and profitable business, one that they desire and deserve. Her signature group coaching programme, Studio Biz Success, supports studio owners in creating their dream studio through industry support, community and quality education. Josephine also delivers her much loved course, talent manager Bootcamp, which is a world first and teaches people how to create their own in house talent agencies and leverage in the industry. And Josephine believes in the social, emotional and physical benefits of the performing arts. She is also an advocate for creating inclusive and positive opportunities for talent and industry. She's backed by popular demand. Please welcome the fabulous Josephine Lancuba.
Josephine Lancuba: Oh my goodness. Whenever you hear your own bio back, it's quite a whirlwind, isn't it? But, no, it's very cool. Thank you so much for having me back.
Jaimie Abbott: Oh, thank you. I mean, last time I had you on, we had a huge amount of downloads, which, you know, I think what we talk about with you is not just relevant to studio owners, it's so relevant to so many people and I have so many things to ask you. I mean, first of all, I guess since last time we caught up and you are a PR club member, of course I mention that, you know, you've had a bit of a transformation last time we spoke, you were owning a studio, studios, a business in Sydney, a bricks and mortar style business, and you've since sold that and had a few transformations along the way. What are you up to now and what's sort of been the change since we spoke to you last?
Josephine Lancuba: Yeah, so I sold my studio, business, just march this year, actually, so it's very fresh. and the reason I sold that business is because I started my coaching service and was developing my speaking career and I just wanted to focus on that. I had too many balls in the air and I just wanted to hone into that more digital business side and also the speaking side of things, which I did. So once I sold, I moved full time into this side of my business, which previously had really just been a bit of a side gig, I suppose. And it's been such an interesting period, if I'm being honest, because I think sometimes we forget, like, even though I'd been doing the coaching and the speaking in all the bits and pieces, it was really, like I said, a side gig. And now that I'm doing it full time, it's almost like I've got this new business and I think sometimes we forget what it's like to have a new business. And I have the experience of the previous business, sure, but it's like having a baby. You forget the pain and then you go and have another one and you go, oh yeah, this really hurts. So I am in that process right now where I'm in that development stage. I mean I've got wonderful programmes, wonderful clients, wonderful courses and offerings, but we're absolutely starting a little bit from ground zero again, which is exciting, but it is a lot.
Jaimie Abbott: It's really interesting because, I always think, oh gosh, if I knew what it was going to be like, maybe I never would get into business. But I mean, it's interesting you say that because haven't you learned a lot of lessons and you can almost rinse and repeat. So, for example, we make mistakes with staffing and marketing and haven't you kind of learned those along the way? Or is it a matter of you've just forgotten or I. You still have to go through those teething problem problems even knowing that now.
Josephine Lancuba: I am absolutely in a much better position than I was like ten years ago when I started business. Absolutely. And I can go in now and have a marketing strategy which I didn't have over ten years ago when I started my studio. I know how to hire staff, I know how to create systems and processes, I understand all of those things, but it's still new. So, because it's new, yes, I have, a presence in the industry, but in a slightly different way. So it's really about saying, hey, actually, I'm here now doing this thing. And so it's about building a new audience. That's really what I mean by that teething process of, You know, when I sold my studio business, we had thousands of people, people on the database. I could put an offer out and I knew it would just sell like hotcakes because I had a. An engaged, active, large audience. But now I have an audience and it's growing. But that's the point. It's growing. So you have to remember, oh, yeah, this takes time and, you know, it doesn't happen overnight. Despite what the gurus will tell you, like, there's no work 4 hours, and, you know, we'll be a millionaire with 4 hours a week. it's hard work, you know, like I've got to put the hours in and things like that, which I'm so willing to do and am doing. And I love the decision I've made, but, yeah, absolutely. Like, I just always like to keep it real because I think that's really important for people to hear so that, you know, when they do go off and try new things in their business and they're wondering, hey, why isn't everyone loving me like in the old business? Well, because it's different and people have to get to know what you do, you know?
Jaimie Abbott: Yeah. I mean, excuse my ignorance, but is it not the same sort of audience? I mean, what's the difference is what you were doing before and what you're doing now.
Josephine Lancuba: Yeah. So before I was selling to the parenthood, which has a child, that was the studio, because we were selling performing arts classes, and now I'm selling to the studio owner. So it's B. Two B. Yeah.
Jaimie Abbott: Right. And so what do you do for studio owners? Is it a matter of they sort of get coaching from you, they do courses with you? Are they learning how to market their studios better? What do you kind of help them with?
Josephine Lancuba: So one of my niche offerings is that I support studio owners in creating their own in house talent management services, which essentially means that they can represent their students professionally on stage and on screen. And I give them the tools to have that talent agency and leverage from the talent that they've, you know, nurtured and developed in their studio through their programmes and then take it to the next level so that's one of the things that I do, and that's really unique. I have looked. There's no one in the world that offers a education for studio owners to create talent agencies or talent management services. So that's why I say it's a world first. And it really is a no brainer to me because I've been doing that for many years, within my own studio. I had my agency and I still have an agency now. but, yeah, it just makes sense. It makes so much sense. And then, you know, during COVID and all the bits, you know, we all went into the digital space, I suppose, during COVID trying new things. so that's when I decided that I needed to share what I knew. and aside from that, I have general studio ownership education. So, yes, through my membership, studio biz success, we talk about marketing and, mindset, everything. You name it, we talk about it.
Jaimie Abbott: So, yeah, yeah, I love it. And so with so many different topics that you've been doing a lot of speaking gigs as well. Actually, I might just ask you about that. Tell me about the speaking gigs you've been doing. Because I'm all about paid speaking gigs, and in some cases, it's more important to get in front of the right audience so you can pitch. What kind of speaking gigs have you been doing?
Josephine Lancuba: Well, as you know, I'm a PR club member and I, have learnt a lot in that process. I think when I came to you initially, I was really looking for an opportunity to get on stage and share what I knew because I personally feel really comfortable speaking to an audience. I mean, you can tell in this conversation, you know, I've got an acting background, I'm a performer. I don't mind getting in front of an audience. Actually, I kind of like it.
Jaimie Abbott: So.
Josephine Lancuba: I wanted to get on stages and share what I knew. So I started, you know, pitching and I booked some stuff. I mean, I've been a speaker at the junior theatre festival on their professional development day to their actual, you know, that was a b two b conversation, which was fantastic. That was actually a paid gig. not all industry bookings that I've made are paid. So at the moment, I've got a couple of gigs. I just did light the way dance convention, and I've got the australian dance festival coming up next month. They're not paid, but I can pitch. The best thing about that is, and I love that you say this, because, I'm in a lot of, you know, those Facebook groups, business women Facebook groups, speaker groups, etcetera, just to kind of gauge what's happening. And, you know, everyone always says, if you're not being paid, you're being taken advantage of. And I, and I totally understand that. but I guess there is some power in being in front of your ideal client. And when you kind of gave me permission to take that gig without feeling guilty or I'm letting the, you know, I'm letting females down, you know, because there is that sort of pressure that if I do this, am I, am I going against, you know, feminism or, you know, so I just thought, well, no, I'm not. I'm leveraging off that particular group of people that are my ideal client, and they're giving me that opportunity to pitch to them. So I have that opportunity in the space and I can tell them what I'm doing. I think the key there is, is that I know to ask that question than I am able to pitch, because if I'm not, I then have to really consider, exactly who that audience is and if it's worth my time and what that cost is. So I'm just knowing what questions to ask when I take on a booking now is been quite a powerful step. another opportunity that came to me, actually, was, studio owner profitpalooza summit. Quite the mouthful. And this was an online summit, and I was invited, actually recommended. So I found that really cool that I had an industry recommendation as a speaker, which was my first time where I didn't have to pitch, and someone came to me. That was last month, so that felt very nice. now, that particular engagement had my ideal client in the zoom room, but it wasn't paid and you weren't allowed to pitch, but there was an affiliate arrangement and it was to an american audience. So just based on that and that my ideal client was in the room and it was on Zoom at home, I could record it. I thought, you know what? Let's take that opportunity. I actually put the question to you, actually, in the Facebook group, in the PR club, because I was like, what do you think? Like, is that, is that something I should do? And you're like, absolutely. Like, why not? So, I mean, look, I've made, like, $100 in affiliate fees from it. It's nothing much, but it doesn't matter. It wasn't about the money. It was about, I don't know, trying to get in front of a global audience, I suppose, where I wouldn't otherwise have the opportunity.
Jaimie Abbott: Yeah, absolutely. Speaking of your audience, do you think that what you teach and what you specialise in specifically for studio owners and that performing arts background can help other industries, like do you sort of set your sights on tighten audiences who are not in that space, or do you naturally attract those people as well?
Josephine Lancuba: I think right now that's what's been happening. I, naturally attract those people, but I have actually spoken in other groups, like Ausmumpreneur, for example. I was a speaker and one of the key topics that I spoke on was, turn your passion into profit. So I do have other areas in which I speak on. I actually am looking at moving into a more corporate side of things at the moment. I've been crafting my, my different topics around confidence, confidence training and building, resilience and those sorts of things. So, yeah, I absolutely, absolutely see what I do as a transferable skill.
Jaimie Abbott: Yeah, absolutely. gosh, so many other questions that came to mind then. One thing you said, and I really relate to this, about how you find showing up and being on camera and performing, because it's a lot of what us online business owners do, we're performing. so I could do reels all day long. I love editing, I love filming them. Do you think? Because I know there's a lot of marketing out there that's aimed at introverts and we have probably the majority of people in pr club would call themselves introverts, but do you genuinely think we have an advantage in the online world being extroverts? I've got a performing arts background, singing and dancing as well. Do you think we have an advantage there? Because it comes so easy to us in being able to put content out there, especially when we're showing up on camera.
Josephine Lancuba: I think that the only advantage in it is that you're willing to show up without the extra preparation of showing up, because when you're an extrovert, you'll just literally throw the camera on and go live. And first take, I call myself a one take wonder, so I'll just do that and go. And I don't over analyse it. The only problem I see with introverts is that they, they're too analytical of what they're doing. And what I think is though, there is no advantage in the actual content you're putting out. Like, you don't have to be an extrovert for people to engage with you if you're a more subtle approach, like, you don't have to dance with pom poms or do TikTok, which you do.
Jaimie Abbott: Do, by the way.
Josephine Lancuba: Yeah, yeah. You don't have to do that. if you're just a talking head that is giving value and you're talking about it, anything you could be in the health and wellness industry, if you're just talking about what it is that you, you know, that you can add value to, it doesn't matter if you're introvert, extrovert, whatever. Yeah. the only advantage is, is that there's probably a less. Less analytics in the show up. That's all. But if I think, as well, I've been actually listening to, a book by Gary V. And what's it called? Day trading.
Jaimie Abbott: Oh, yeah, his latest one. Yeah, I love it. I love Gary Vee. Huge fan.
Josephine Lancuba: So I've been listening to that, and I love how he just talks about the trial and error of it all, just showing up and, you know, if you don't get it right, that's okay. Like, do a bunch of different stuff, see what's working and what's not, and then do more of the stuff that's working. You know, just. Just try stuff, put it out there. You know, I think people are so afraid to try, because of what may happen when they show up in the public. I mean, I won't get into ray gun too much from the Olympics, but, hey, whatever your opinion is on the situation, she's done something radically different. And at the end of the day, that has created a viral character which she could leverage off, and that is from being uniquely herself. And whether or not, you know, you love it or hate it, there's no doubt that she's going to have a potential career out of this if she chooses to embrace it. So I think just embracing who you are, there's going to be people that love you. There's going to be people that hate you, but just show up. The other thing that you can do as well, and I think this is really cool, is if you don't want to always get in front of the camera, then do something different. Like, yeah, I believe in personal brand, don't get me wrong. But, you know, there are other things you can do. Like, you can have, you know, you can be shooting other content with a voiceover or whatever, but just create is really the point. Like, put stuff out there and try it.
Jaimie Abbott: Yeah, gosh, I won't get into the ray gun, whether I think it was good or not. I saw a post from her, literally, before I jumped on to this podcast interview with her addressing it and saying how she never expected so much hate. And I thought, there's one thing about it. She will be able to make a shitload in speaking fees. Like, I would definitely be paid to go and hear her speak about even just the experience of what she's gone through in the aftermath. I think her speaking career, her notoriety now means she'll be able to command big fees. I want to be her agent.
Josephine Lancuba: I know, I thought that, I thought I'll be your agent.
Jaimie Abbott: Yeah, I think that that's important. Like, just about showing up. And I think, you know, even though I said, oh, I kind of was alluding to extroverts having it easier and being able to show up because it comes so naturally. Not extroverts, really. It's more performing arts, I think. I always think that I love it. I just found my calling doing reels, being an online business, because I love performing. And I think you and I are so similar. Probably there's no one else more similar in my PR club than you and I in that PR background and everything. But then, like, when you do show up, it gives you more and more confidence the more you do it. So you kind of just have to break that cycle and keep doing it. It's really, really interesting.
Josephine Lancuba: Yeah, just keep showing up, for sure. Yeah.
Jaimie Abbott: So you've definitely had a, quite a few, you know, steps towards transformation of your business. Do you think you've now found your calling? This is what you need to do? Or do you think in the online world, we need to keep reinventing ourselves in order to stay front of mind and we have to keep adapting to sort of fit in with the, the ever evolving world of online marketing?
Josephine Lancuba: Yeah, I think that it's completely, I'm completely changing to keep up with the messaging. I think knowing my brand message, and I know exactly who I serve and what my goals are and who I'm helping in the industry and all that sort of thing. So it's not about having clarity on that. I have clarity on that, but I think the way we communicate, it has to change depending on what's happening in the environment. For example, this, year, I noticed a shift. People being time poor, not committing, et cetera, to online, masterclasses, etcetera. So I created a bit of a survey and I put it out to my customers and I started asking questions and I wanted to get the language that they were using themselves. And one of the words that came up, a lot was exhausted. And so, you know, knowing that I now can say, right, the people I serve are feeling exhausted. So what can I do about it? So then I introduced a inside of my membership, a done for you folder which has done for you templates and resources, swipe copies, canva templates, things that they can just go in and plug and play into their business. And I launched that recently based on the feedback of people just feeling time poor and exhausted. And I'm like, okay, so here, I'll save you some time. But then I thought, okay, so we've offered that to the members. How can I use that language in my marketing? So then I started using the word exhausted in my marketing. Are you a studio owner who's feeling exhausted right now? You know, you're not alone. X, y, z. Here's how we can help. So just tapping into the language of your customer is so powerful. And when I started doing that, I noticed more engagement. So people starting to comment back or send me a private message. I had more clients emailing me privately, asking for one on one coaching sessions, saying, look, I got your thing. Or even just clients that dropped out of my membership due to that reason. And then when I started talking about this message, they started emailing me saying, you know, I actually would prefer to just work with you one on one. I just don't know about the group environment right now, so. And I'm like, great. So I've retained the client just in a different way. So I think just tapping into that has been a really, wonderful exercise and something that I'm going to continue doing, I reckon, every three to six months. I think we're in such a fast paced marketing space with social media and, you know, post Covid, post, like inflation and all the things. It's just so quick, you know, you've got to know who you. What the message is, who you're talking to. Yeah, yeah.
Jaimie Abbott: So true. And I think that's definitely something that can keep evolving. So if people are, listening to this and they want to get in touch with you, they want to work with you, tell me about all the different ways they can do that and what your offerings are.
Josephine Lancuba: So what I would love to share is that I love to play on social media. So do come and hang out. Firstly, so do find me on, Instagram. I'm on Facebook, TikTok, but definitely Instagram is where I like to play the most. So, I am actually, this is so funny because I know a lot of the people listening will be, big LinkedIn users, and I have not really been using my LinkedIn, which is really naughty. I know you'll think that's naughty, but, I've actually got it in my social media content plan this week that I'm going to start sharing what I do in LinkedIn. Because I always felt that maybe people within the arts and media weren't using LinkedIn as a platform, but now I've decided that that's rubbish after listening to Garyvee. So, yeah, so just connect with me on those, social media platforms. But, you know, I offer speaking services regardless of industry. I believe that I absolutely can provide, provide value there as well. And of course, I have my course, my course talent manager bootcamp, and I have my talent agency representing artists. And I've got my membership for studio owners.
Jaimie Abbott: So, yeah, fabulous. And we'll put some of the links, the links to your website in the show notes, if you're listening to this. Josephine, thank you so much for coming along today. Thank you for being a part of my world. I'm honoured you're a part of my PR club community. It's an absolute, honour and privilege to not only teach you every single month a different topic, but just to be in your world and see your content and be absorbed in it. It's an absolute privilege. So thank you so much. And thank you for coming on today and sharing your words of wisdom.
Josephine Lancuba: Thank you. And you've got to come on to my podcast, which is studio biz and all that jazz. So we're going to have to get you as a guest on there, too. Yes.
Jaimie Abbott: We'll do a reciprocal podcast guesting. So I thought that'll be fantastic. Thank you so much.
Josephine Lancuba: Bye.
