There's no expiry date on starting something that lights you up with Jo Clark

Okay this one's a treat 🤍

I'm sitting down with one of my incredible clients from the Daily Sales Mastermind, Jo Clark. 

She spent 32 years in education, hit rock bottom six years ago, and rebuilt her entire life into a business helping women make the second half of life their best half.

We went everywhere in this chat. Second chapters, grief, empty nesting, friendships, and the real stuff of being a woman navigating big change.

Honestly, this conversation blew my whole horizon wide open. 

There's no expiry date on starting something that lights you up, and I really needed the reminder 🥂

👉 Follow Jo on Instagram — @joclarkcoaching
👉 Jo's website — joclarkcoaching.com
👉 Listen to Jo's podcast, Redefining Midlife — Apple or Spotify
👉 DM me on Instagram — what did this one stir up for you?

Transcript

Ruby: Hello, my loves. As you are listening to this, I am probably somewhere in my five-star hotel in Singapore hosting a VIP day with some of my clients, which I am just so thrilled that I get to do this. And it seems like the perfect timing to share this interview, and oh my gosh, I'm so happy to be popping this interview into your ears today because I am sitting down with one of my incredible clients from the Daily Sales Mastermind.

Her name is Jo Clark. Now, if you haven't come across Jo yet, I'm gonna introduce you to her. You'll get into the energy of our discussion, into the energy of Jo. She is a mentor, a podcaster, a speaker, the host of the Redefining Midlife podcast, and she's built something just so incredibly special, specifically helping women over 40 create a life that they truly love.

Now, over the past six years, she has rebuilt and redesigned her own midlife, and now that work is what she shares with other women. We talk about so much in this chat. We went everywhere. We talked about starting a business as a second chapter, friendships, entrepreneurship, the real stuff of being a woman, navigating life changes and grief and empty nesting, and some of the things I don't have experience around, but I know it's coming.

You know? So it was so nice to almost lean on Jo as a sense of, "Okay. Tell me what's up, sister. How did you navigate through all of this?" And honestly, the way that Jo talks about it and having this sense of an extension of her career through coaching and mentoring and digital products and sales and sharing in groups and just keeping up with content, like Jo has gone viral many times this year in 2026 on Instagram, I just think is so incredibly inspiring.

And here is what, you know, really got to me in our discussion. So many of us are living in this constant state of rushing. You know, we think we have to have it all figured out in our 30s, and we have to build it all out by our 40s and have everything arrived by our 50s. A conversation like this one is going to blow the whole horizon wide open.

Like, it's really reminded me, and I hope it reminds you, that there really is no expiry date on starting something that lights you up, and honestly, that excites me so, so much. I remember hopping off this interview just, and telling Michael everything of just like, "Wow, this conversation has really helped me see things in terms of it being a much longer perspective."

So grab your coffee, get cozy. Let's get into it with the wonderful Jo Clark Hi, Jo. Welcome to the Flow State Business podcast. I'm always... I'm just so happy that we get to have this chat today. 

Jo Clark: I can't wait, Ruby. I always love talking to you. 

Ruby: Oh, wow. Okay. We've got so much to cover. Even just before we went live, we're like, "Let's talk about this.

Let's talk about this." But first and foremost, let's introduce you to the audience. Let's talk about who you are and how you got to starting this incredible business. 

Jo Clark: Okay. My name's Jo Clark. I have had a long, long career in education. I was a principal, a, um, teacher for 32 years. I hit rock bottom, uh, six years ago now.

It's almost the anniversary. Almost. And I had a number of big midlife transitions happening all at once, Ruby, and that led to that burnout. It, it was parents, caring for parents, parents passing away. There were, it's when I thinking about my, my job wasn't as, uh, fulfilling as it used to be anymore.

Children were leaving home. That whole of, of having a new role in their lives and letting go. Perimenopause, that was hitting the same time as well, and all of the different health things that would rise up with it. So there were a number of big transitions happening at the same time. And so that's where I thought I've gotta leave my profession that I knew and loved, 'cause I fell out of love, and then just start something brand new once I recovered from burnout.

And yeah, discussions, Ru, and we'll, we might get into this more and more, but for women at this stage of life who are, you know, in their late 40s, 50s, there's massive transitions going on, and I knew I wasn't the only one from the discussions I was having. So I knew this was... Once I, I could work out how to tap into that, how to use my skills- And help others.

That's what I did 

Ruby: That is the clearest explanation in one minute or less. I don't... That is an art in and of itself explaining all of these years that you've gone through. And I will say, you know, I was thinking about you this morning prior to jumping on, and I'm like, Jo is such an inspiration to me.

There are so many things that you've said to me in our calls, but just how you talk about what you do in your content, which actually really, really inspires me. And one aspect in particular is how you talk about planning out this second chapter of your life. You know, so many of us, whether it's men or women, we're so programmed to believe that you work, work, work, work, work, then you retire, and then you enjoy your retirement, and then you die.

Whereas you're just like, "Okay, six years ago, I hit rock bottom." And for you, you entered a whole other chapter of reinvention, even through the muddiness and even through the levels of grief and the changes that you've just described. Do you find that the second chapter of life is something that a lot of women think about in your world?

Or is it something that you have to inspire people to go, "Oh yeah, I can actually have a whole other career. I am in my 40s, 50s, 60s, and I can have another career." What are you finding right now? 'Cause you're more, you know, in the thick of it. Or are women now in 2026 going, "Of course we're gonna have another career.

Of course there's another 30 years of fun left in us." What are you finding? I'd love to, I'd love to hear your point of view. 

Jo Clark: It's a mix of everything. It's a continuum. So you've got people who have, have got rock bottom. They don't know. They're lost. They can't find a way out. What am I going to do? Then you've got the other end of the continuum who have you got women who are in their 50s and their 60s who are blasting on and having an incredible life.

And then you've got that messy middle in between who- Want that, but aren't sure how to get there. And our generation of women have got more and more role models of what can be possible. My mother's generation didn't have that. You know, many of them didn't even have careers. Their whole role in life was family.

Whereas I think our generation, I'm a Gen X, we've grown up with women can do, or girls can do everything. But as we found out, maybe not all at once. And, and I think this stage of life, some people are, are closing the door to a brand new career, but they want other things. Just don't know where to start.

They don't know what could be available, 'cause they've never put themselves into a position at this stage of life where they can ask those questions. Because everyone else, whether it has been work, whether it has been family, everybody else puts their needs ahead of their own. 

Ruby: So when, when women come to you and they're sort of in this space of, let's say they find you on Instagram, and they're in this space of feeling really lost.

They're either heading towards a massive life change or they're just in the thick of one. What do you typically hear them say to you? Because I think what's really important for someone listening in to go, "That's where I'm at, and I didn't realize that I can get help for this," short of going to a therapist or, you know, more traditional models, so to speak.

But what do you typically hear your key audience/community members are leaning in and asking, where is their first point of support? 

Jo Clark: Well, they're often feeling lost, exhausted, unsure, sad- They want to change that. So a lot of the women come to me going, "Well, how do I move on from those things?" Because we're really hearing a lot about, let's take for example, in this age group, and you're probably seeing it start on your feed now, perimenopause, as though it's brand new.

In the last five years it's exploded, and so there's lots of information, so that's the only thing that happens in this stage of life. But there's so much more that happens, and you're being bombarded with all these big life transitions whilst you're going through massive hormonal changes in your body.

And so a, a lot of women work out one area of their life, and then all of a sudden, you know, something else happens. I'm caring for aging parents. I'm caring for my kids. I'm not happy at work. I'm not fulfilled. My relationship, I'm looking at my husband now and I don't know who he is. We're two different people.

Where do I, where do I start? So I suppose I, I look through the lens of we are multifaceted people. We have so many parts to ourselves, and for many years, in fact decades, they've been pushed down. So I just help women see how they can find these parts of themselves once again, and most often I do that in a low-cost mentorship where we look at just our health and our wellness, and get that on track, because without your health nothing else can happen.

And for many women, when there's so many changes, they need that support on, on a how they can create their own wellness for you that suits them, their needs, their life, and then I have a higher ticket with one-on-one mentoring. 

Ruby: How did it feel finishing up a 30-plus-year career in education to then start another career in education?

Obviously slightly different, but you know, w- did you at any one point go, "What am I doing?" Or were you just like, "No, this is, this is it. This is exciting," because it's obviously from home and there's a lot more freedom. But I'd love to learn what that was like for you when you sort of transitioned into the online, you know, coaching space.

It 

Jo Clark: was devastating to go through and really admit to yourself at the start, I need to do something different, and, and, and terrifying at the same time. Well, then what am I going to do? I've still got plenty of years where I can do things, but what do I want to do? How can I use my skills? Because- Teaching gives you so many incredible skills.

Like, I have got so many skills and abilities that most people don't, most coaches don't have, and that was honed through decades of learning how to individualize instruction, how to deal with different personalities all at once, how to almost deal with 101 things coming at you, prioritize them, and deal with that first.

How to look at something really big and be able to break it down and to make it doable for each person. So you know, I, I had all of these skills. I learned how to mentor as well, 'cause that was my role as a senior teacher, and principal, and leader in the school. So I had all of these skills. How the hell am I going to use these?

And it took some time. I had to fix myself first. I had to get my head right. I had to get my health right. I had to go through grief of, of just losing that career or leaving that career, grief of saying goodbye to my children, saying goodbye to my parents for the last time. Yeah, so there was lots of things happening at once, 

Ruby: but I got there.

I have to admit, I'm terrified of that stage of life. That's, you know... It, it'll happen at some point, right? You know, even just sometimes I look at my kids and I just go, "Oh my gosh, every moment is so precious," because I know one day they won't even be at home anymore, and I'm like, "Oh, I feel so sad." You know, there's a sadness, and then, you know, I think about my folks and they're in their 70s now, mid-70s now, and I'm like, "Oh my gosh," like we've still got everyone around, so it's kind of this moment of if you let yourself go down that path, it's like how would I handle that?

How would I deal with that? What would change in me? And obviously you're not gonna know until you're in it. But I will say hearing you talk about it on the other side, and how you heal people, and how you deliver this energy, it's almost like this energy transfer of like, "You'll be fine, okay?" Like, "Take my hand, you'll be fine.

I've got you, babe." Like it's like this feeling of, okay, I feel very comforted. You must get that so much with your people. They must say that to you so much, 'cause that's how it feels right now washing over me. 

Jo Clark: Oh, that is the best feeling. Like it sounds selfish, but when I get that feedback from my clients, from women I- I've helped, it just lights me up.

Because it's not only their lives that have changed, it's the ripple effect of what that change means to their

family, to their re- close relationships, their friends, and that ripples on. There's always when one door closes, another one will open, and it's using the wisdom that you gained through those hard times that will get you through and open up your eyes to what else you can do. 

Ruby: And you're so right about how in your teaching career, obviously you're in a leadership role, it's not just the kids coming to you, it's full-blown adults.

You know, your, your entire team that would've been there and they would've leant on you and, you know, for the most part, I'm guessing in the teaching space, it's a lot of women, you know? It's where they're just coming to you and they're leaning on you on all of these life experiences. So what I actually really love about everything you've shared so far is what you've experienced in your life, in your own personal life, but also how others are reaching out to you and how you mentor them and coach them throughout your years, you have now put into a business, and this is what I feel is so important in 2026 and beyond, where that authentic raw coach comes from story, and it comes from your authentic journey.

This is something that I know is missing for a lot of us, where you sort of go, "Oh, how do you get a piece of content across?" Or, "How do you message things a certain way, and how do you make it go further in the algorithm?" Which we have to talk about because you're having incredible success on Instagram, and I'm so here for that But when you think about bottling up all of your years of experience, what was your first step?

Because I know a lot of entrepreneurs really struggle with that. Like, how do I take 30 years and put this onto an Instagram page? From what you've personally experienced and learnt so far, what has worked for you? 

Jo Clark: I'm a big believer in getting coaches and learning, 'cause I'm, I'm a forever learner. I just, I've got a, a growth mindset, and I just love learning.

And so for me, I had to learn the ins and the outs. And again, probably 'cause of my personality is I'm somebody, and I remem- you know, some of your teachings, Rubie, I know myself in the mastermind. I see myself, I go, "Yeah, I, I need to know all of this and then I will do X, Y, Zeds." I'm starting to try to detach from that and have a go without having all of the pieces in place.

So right from the beginning, again, once I got in my own mind, out of my own way, healed, uh, I started to reach out and I learnt from other coaches who were in the space of the, the digital entrepreneurship. Because I wanted a flexible career that I was going to develop and a business I was going to develop, so I wanted to make sure I got it right, tenants right from the get-go.

And to try and find... And you know, there's, there are things that have worked really well, and there are things that have failed, and you learn every bit as much from the things that have failed as the things that have gone really well And I'm not somebody who wants to set the world on fire and become the number one person to go to, but I'm making a difference, and I'm growing my business and touching more people through the podcasts that I've got, through my Instagram account, through my emails that I send to my followers and my clients.

Ruby: I absolutely love this, and what crossed my mind was, given all of the things you've been through, I mean, it's like I'm guessing you'd probably be at the stage of like, what's the worst that could happen? You know, devastation's happened in your life. You've had levels of grief. If an Instagram post doesn't go well, oh, well.

You know, it's almost like, okay, obviously you want it to do well. Or if, um, you know, if you're, you're launching something and you're putting it out there and it's not as... not gone as well as you'd hoped, there's this sort of divine detachment that comes with your energy. You know, it's almost like you're willing to give it a shot, and you and I have had private discussions about this, where you don't need this to become a big thing.

You've got everything that you need, and there's something so magnetic about that. You know, you can sense it through the screen when someone is so attached to an outcome, or they need something to happen, obviously, you know, for different reasons. But you're showing up of high service, and you're showing up to show that there's healing on the other side of the things that people are going through, and that's absolutely really felt.

So when it comes to, you know, y- this spark of inspiration you had gotten, you'd left your career. You thought, "Yes, digital entrepreneurship, this is interesting," and you sort of followed that, no doubt. You followed the golden thread. What were some of the first things that you got into place to start this business?

For those that are like, "Yes, I know my career's coming to an end," or, "I don't really wanna be in this long term," where did you begin? I always love speaking to business owners about this 'cause every start line's different. So what did you do? Did you, did you start the tech? Did you build a product? Did you start an Instagram?

Like, where did it begin for you? 

Jo Clark: I probably did all of everything at once. Yes. Everything. Yeah. Oh, and you kinda dipped a toe in there and worked out what felt right, and I think for me personally, that was really important. I wanted to get a feeling of what these, all these new things are, 'cause it was a brand-new world for me.

I had not come across anything like this before. My husband and I have had a, a rural business and partnership f- for a long, long time. That was familiar that business-wise, but this is completely different, and completely different to having a wage that was coming and every fortnight suddenly stopped. And I'm, I'm very fortunate in the fact that I didn't require that wage in order for me to start doing these things.

So I guess it was a little bit of everything, and I gave it a go. Yes. So it's, that takes courage, and like I said before, not everything's going to work, but you don't know if you don't try. 

Ruby: What did your direct inner circle think when y- Did you share it with them? That's one thing, you know, where, you know, did you sort of go...

And I'm talking, like, obviously husband, kids, uh, best friends around you. Did you tell them, like, "I'm thinking about doing this," or did you just find it easier to separate that and just do the damn thing and then just get on with it, and then tell them later? 

Jo Clark: What was your approach? My husband has been my best partner.

As far as anything I want to do, he would go for it. There was no judgment, nothing. My kids are seeing me, and I see also my job as a role model for them. They, they know that they can change whatever a- or whatever they're doing at whatever age, and I was a great example. "Okay, here's, uh, here's Mom in her 50s, and she's leaving that and starting something completely different."

So they're my cheerleaders. 

Ruby: How old are they now? 

Jo Clark: Now, well, they're now 25 and about to be 27. 

Ruby: Yes. Are they giving you tips? 

Jo Clark: Are you giving them tips?

That is so badass. I love that. And, and there's no j- and there's no judgment. If something's not right, change and go, if you've got the ability to do that. Not everyone has got the ability to do that, and I'm very aware of that, but if you do, then don't be miserable wh- i- and then staying in a job or a life that could be completely different if you've got the means to do it.

Ruby: What about your inner circle friends? Did 

Jo Clark: you tell- Oh. No? Well, Rudy, they don't understand, and even to this day, like some friends are really supportive, others don't even ask, and that I think was really hurtful to me, and I... and it may be to listeners who have gone through the same thing. Some people don't understand.

They're not curious enough to ask. And sometimes it also shines a light that I'm doing something different and making big changes to my life, and perhaps it does hold up a mirror to them, and they don't like what they're seeing. 

Ruby: Yes. And is, is that sort of a deal breaker for you in terms of friendship, or do you find that it's okay?

Like, you just sort of separate that and then you're off on your way finding friends who do understand the business side of things. You know, that's very complex I think for a lot of women business owners of, you know, you, you ultimately wanna have this like full circle friendship, but sometimes that's an idea and it doesn't actually r- you know, happen in real life.

Jo Clark: So true. And I think I've been putting myself, when I, when I decided that, right, this is what I'm going to do, I put myself into those rooms where there were women of like mind, where it was really you can have these open discussions like we're having now. 

Ruby: Mm. Exactly. And you found that through mostly, 'cause you live quite rural, don't you, so mostly online?

Jo Clark: I'm living in, uh, the New South Wales now, so it's not, not all that rural compared to what I was before. But I did join a mastermind early on, and that was phenomenal. So I was for three years in that, and it was a very close mastermind where we'd often go away on retreats, and we always had the, you know, the, the, the online Slack channels, the, the one-to-ones, the, um, the, the meetings, group meetings.

So there was a lot of support there. 

Ruby: That's lovely, and it's so important, isn't it? And I think the other thing to touch on here is your husband is a huge cheerleader. 

Jo Clark: Mm-hmm. 

Ruby: You know, that's something that's often... It's not that it's overlooked, but I'm sure you've also really worked with women whose partners either don't get it or they just flat out don't support, or they don't know how to support.

So having that there by his side, plus sounds like he was an entrepreneur, you know, you both had businesses, and that's so, so incredible. I'd love to hear, you know, no doubt you speak with a lot of your clients who also really struggle with having that partnership support. You know, that does come up so, so much of they don't get it or maybe, you know, um, the business isn't flourishing as well as you'd like it to be yet, and there's that financial pressure or performance pressure.

What's your approach to that? I mean, when, when you think about women who are struggling in their midlife and this comes up What is the advice and what do you do there? 

Jo Clark: Some people are very willing to put up with something that's just okay, and I think it's a question that I often encourage them. I don't have an answer for them because that is truly something that somebody's got to come up.

That answers have to be for them personally and with their partner. So it's not my place to say what to do, but to give them leading questions. Is, is an ordinary, okay relationship what you're really wanting? And another side of that is, if you have children, would you want them to be in, in a relationship like that?

Ruby: Oh, I love these. Great. They're so cut through. You know, you... And, and the thing is, whether they vocalize it or not, they know what the answer is. 

Jo Clark: We always know. Yes. It might take a bit of digging around to find it, and a little bit of time and reflection, but we will know. 

Ruby: Mm. I love this. This is a little insight, guys, into what it's like to coach with Jo, because it's loving, but it's cut through.

You know, it's just this is how I think about you, where you're so warm, but at the same time it's like, "Hey, can we just talk about the real stuff now, please? Because this is really what's holding you back." And I think that there's not enough coaches out there like you, who are just asking and re- getting you to reflect back in a really powerful way.

So that's... Oh, that is brilliant. I wanna talk about, 'cause you mentioned earlier you've got a membership, you've got a one-to-one space, and you've just recently started to play in low-ticket land, and that's obviously why you and I met, and I'm just getting to know your incredible ecosystem and how you wanna help people.

So let's talk about this, because it's again, another new level. It's a new language for you. It's a new way of developing products and selling and messaging online. How does it feel to add this arm to your business? And also, why did you decide that this is something you really wanted to, you know, scratch the 

Jo Clark: itch around?

I saw you on Instagram, must have been almost about a year ago, Rue- Or maybe before that. And I was intrigued, and I was following your path to the low ticket, and I went, "That helps a lot more people to come in to experience," you know, fixing a problem, uh, something that they're wanting to shine a light on.

They're not sure how to start or what to do, and to help guide them through. And of course I, I was consuming all of your low tickets and I'm going, "This makes sense." For my brain, this makes sense and I wanted to learn more and I wanted to be able to help more people without having to... Once I produce something, I didn't wanna ha- have a lot of my time taken up as well because for me time is one thing that you become very mindful of as you get older as well.

I don't wanna be chained to one-on-ones and doing a whole lot of other work. So if I can set something up and have my own little ecosystem start to run as you've got yours running, that to me was really inspiring. 

Ruby: Thank you for sharing that about the almost the intrigue and the curiosity right through to now you're a few weeks in to setting the model live.

And how did you choose what offers to put low ticket? Because I know for a lot of us, and I say this quite a bit to this community, you already have them sitting under your nose mostly. It's things that you've made for courses, for your one-to-one clients, for your membership. So did you start from scratch with your low ticket or did you pull from resources that was already sitting somewhere on your Google Drive or, you know, sitting on your computer somewhere?

Jo Clark: Yep. A little bit of both. So the first low ticket that I've, I released just two weeks ago, that offer was almost like dipping your toes into what my one-on-one mentoring is like because I know a lot of women want to do something like one-on-one mentoring but may not have the confidence to invest in themselves.

Because a lot of women of our age, and I'm, I'm 58, haven't invested those, you know, b- big money in themselves. They'll happily do it for their children- Their work probably provided a lot of professional development that may not have been what was really interesting them, but they had to do it anyway, but they've never really invested in themselves.

And so I knew a lot of women weren't willing to make that big leap. So I wanted something in between, and I created that. And again, because that's my skill set, I can do that. I can create something where they can personalize their own... The framework that I've got and create something for themselves. But the other little bump offer that I added to that was something that I already had within my membership, so I was just able to change it slightly and add that easily.

Ruby: That is amazing. So how have you gone promoting it? This is something that once y- sometimes making it is the fun part because you can see how much it's gonna help somebody, the value that goes into it. You're in the building, you're in the creation of the cool, you know, covers and things like that. That moment of going from, "I'm ready to share this with the world.

I'm ready to put, you know, a paywall over it, ask for something small and low ticket," how did that go for you in terms of saying it for the first time, sharing it with your audience for the first time? They'd obviously been very used to you talking about one-to-ones and deeper work, and now you're going, "Hey, come on over here.

I've got a little shallow pool for you. Come try it out." How was that, that moment for you? And I guess it was only two weeks ago, so it'll be nice and fresh. 

Jo Clark: Oh, and I'm learning how to, how to communicate that. Everything's learning. So for me, I wanted to learn new, the new technology to be able to have, um, you know, a, a system set up where I could offer bumps, where I could...

It was all very going to be streamlined, but it had to be set up, and I wanted to learn it. I didn't wanna hand that off onto a VA just to... I wanted to understand how it all worked, all the, the, the management behind it. Then it went in, I added it to my podcast episodes. I'm adding little ads into my episodes just so people can get used to hearing about it.

Uh, on Insta I'm... I've made a couple of posts and reels about it and have Mailchimp to, to generate, auto-generate, um, you know, the, the sending out of the links, and now I'm starting to talk about it more and more in stories and in my weekly emails. So I've added, actually added an email. I took, took one of the lessons from you, not just have one weekly email.

I'm having my normal weekly email that talks about the podcast and the thing I'm always talking about, and then I'm having the second one that I've just added this month- of what I can do to promote what I might have low ticket at the time. And I've got other low tickets sitting there that 

Ruby: I will be able to release.

Oh, I love that. You've got some already lined up. 

Jo Clark: So interesting just to work out how do I best talk about it, because my audience isn't used to me talking about low ticket. They've been used to the one-on-one mentoring. 

Ruby: Yes. And it is a very different approach because I find coming from the high ticket mentoring world, people want to lean into obviously the value, but they're leaning into you as a mentor.

So a lot of the content is your approach, your philosophy, the energy behind what you teach, your personal story. So that all makes sense, and I think if you've sold one-to-one ever, that's probably the approach you've taken. With low ticket, it is such almost like if you know music, it's like a staccato. It's a beat, and in that beat they have to understand what it is that you're saying.

So I... Honestly, I've... It's taken me... Well, I've been doing this for 18 months, so I'm actually not that much further than you, Jo, in terms of like trialing out this model. But what has really worked is the curiosity open loop method where... And you'll know what this is, but I'll explain it to the audience real quick.

So it's giving people a level of information or, you know, curiosity, but the very next sentence almost is not going do this, this, and this. It's click on this to find out what to do, and when they click on it, it goes to your checkout. So it's almost e- e- explain it to a certain point. You get them on the cliff edge, like the, the end of the chapter's coming up and they wanna flip the page.

Then the flip page is, "This is what I've got on offer." And then your checkout page does the rest of it. That's what's really worked, and I get it's sort of strange and awkward at the start when most of your people are used to you explaining or talking through the deep stuff. This is boop. But there's probably, and you've discovered this 'cause you've had already incredible traction with your sales, there's already people sitting in your audience who are like, "Finally, I've been waiting for this."

And like you said, haven't been able to invest the thousands, can absolutely invest in 20 bucks, 50 bucks, 100 bucks. That's easy. So that will just come through more and more, and it will get easier, and it will just feel like today's a staccato, tomorrow is the symphony. 

Jo Clark: That's so true. And you've gotta remind yourself as well, Rube, that not everyone's going to see everything that you ever post.

Don't overthink it. So I have to get used to starting to talk about it more and more. And if that turns people off, then they're not my people. That's fine. 

Ruby: Well, that's the thing as well. Like even before when you were saying you'd been following me for a year- I would have never had known that. You know?

So there's so many people out there who are lean- genuinely your people, who are leaning in and going, "I'm following this." Like, "Bookmark. This is interesting." And it might take them two, three, 12 months to go, "I'm ready now. My life circumstances have changed. I need this book. I need this audio. I need this mini course."

And then before you know it, it just starts to snowball. Because I remember, I remember seeing your purchases. I see them all come through, like different names come through, and I remember seeing Jo Clark, Jo Clark, Jo Clark. I was like, "Oh my gosh," like, "Who is Jo Clark?" And I went to stalk you. I was like, "I gotta find you online."

And then I was, like, watching your stuff. I was like, "Oh my gosh, I would love to work with Jo." And I do this thing where if I see names come up a lot, this is my little manifestation practice, I will be like, "These are all the people that are buying low ticket at the moment. Thank you so much. I'm so grateful.

May the work that I put together nurture them, and, you know, help them see a new way, and teach them in a way that gets them these quick wins." If the... You know, if everything lines up, I would love to call them in for deeper work. And it would've been not long after a few of your purchases, you joined the mastermind.

You know? So it's like that's what you- you'll see a lot as well. With all of these new low ticket buyers, they'll start dropping into your membership. They'll start finding ways to work with you one-on-one. 

Jo Clark: I... And that, that's it. I can see it, and and I'm, I'm taking little steps now. As I said, two weeks, two weeks I've only been...

I've hit, hit the release and brought it out into the world, and already when I talk about it in posts, you can see how many s- look at the analytics behind your posts. Not everyone is going to type in a, the, a comment, uh, the keyword to get them in chat automation forum, but they'll save the post. Like, you see how many saves there are.

So you know people are going, "Mm." And it mightn't be right. They might need to see it another five, 10, 20 times. Who knows what it is for them? But it's my job and my role. I see that I'm, I'm, I'm still an educator. I will still be able to educate them and show them that this is really going to help you. 

Ruby: I was just, uh, texting a girlfriend this morning, and she's awesome at going viral.

It's like one in 10 of her posts go viral type of thing. It's absolutely wild. I'm very open with saying I've literally never gone viral. I would love to, but it's coming. It's coming. In saying so, she's like, "Oh, um, what's... What I've found," 'cause she's started selling low-ticket, "is people don't necessarily like as much of the low-ticket content that," you know, she's promoting low-ticket, "but they do save it."

And it's similar to what you're saying and similar to what I've found too. I might have 15 likes on a post and 110 saves. It is absolutely very... It's interesting behavior because those ones are the ones that will come back to it. You know, they'd be, "Okay, this is something I need to spend some more time on."

Now, you have had incredible success going viral. You know, I feel like every other month we catch up and you're like, "Another one's caught on. Another one's spreading like wildfire." Please share your tips. We, we need to hear this. What do you feel you're doing right? I'm air quoting that 'cause how do we even know?

The algorithm is so mysterious. But you've had a couple really go off. So what were those posts? Let's explain that to the audience. And why, in your analytical mind, do you think it went so well? Right. 

Jo Clark: If you can nail down the, the, the, um, something like the Instagram algorithm, I'd love to hear it, 'cause I've had, I have thought bangers of posts before that haven't done all that well.

And, uh, uh, and again, who knows? Sometimes it might be just a couple of the words. I know the hooks are very important. You hear all these sorts of, you know, experts saying, "Get your hook right." So I'm becoming more mindful of at least having something that's gonna draw people in. Being really honest about how you're feeling- And, but that's relatable.

And showing, like, once you show people that it is hard, you've gone through this, or this is how I was feeling, that this has happened, you show them a little thought journey that there is another, with a better ending. 

Ruby: Which format goes, goes good for you? 

Jo Clark: I have had it with B-rolls and carousel. 

Ruby: Mm. 

Jo Clark: Yeah.

Ruby: Interesting. And do you find that they are more... So obviously they're story-based. Do you go into the step one, step two, step three? Or is it more of a, "This is my A to B journey. Follow me for more," type of thing? 

Jo Clark: Yeah, I don't even... I, I'm, I'm trying to be very mindful of the call to action at the end.

Sometimes by saying, "Follow me," it's almost as though some will, will take it and, you know, automatically follow. If you say something like share, tag... A- and I, and at, the, the way the algorithm's working now, that's worth more than a like. So if you can spread it to more, they love that. So shareable content, something that people can really understand and go, "Oh God, my mate is going through that now.

I'll send it to her." That's what I think has really touched. So I've had ones on grief that have gone really well, on how it feels to lose your mum. I've talked about being 58. Like, the one that's just gone really well at the moment that's gone gangbusters, and it's h- it's brought me thousands of new followers, was just talking about I'm 58, I've realized that I've got...

I've less years ahead of me than I have

behind me. So it, it was a realization for me that I've gotta make the most of the time that I've got. You know, make the most of the sunsets that you see, make the most of the anniversaries, the birthdays, those little moments. And people get that. Don't waste the time that you've got. Those sort of things really resonate.

Ruby: Oh, you just made me all mushy inside, and just sentimental from that. You know, I saw your post on that, and I remember... And just the way that it was written, I felt your soul, and I also felt a call-up, you know, where it's like, "Come on, let's go. Let's make the most of every day." I do wanna say though, one of, um, one of my other clients in the mastermind, we were talking about how there's an age thing happening right now when it go- comes to going viral.

Naming your age or naming how many years experience you've had, or, you know, it's like, "I'm 58." So that's interesting. Sasha was saying, you know, what she learnt in her 30s now that she's 40, so that's an age thing. Um, what I learnt after 10 years in corporate, 30 years as an educator. So there's something about the numbers, and 

Jo Clark: people, people can identify, can't they?

They can self-identify, "That's me." 

Ruby: Yes. 

Jo Clark: Yeah. I- if it doesn't do that, where people can't see themselves in you or your experience, they feel a little bit more detached. So what you were saying what Sasha put, spot on. 

Ruby: Yeah. And I think you also just have to get over, I don't know if you've ever felt this, but you know, you gotta get over the fact that it's like, "I don't wanna share my age," or, "I don't wanna..."

You know, what, what, all the things we go through where it's like, that's so irrelevant. It's almost just a, you've got years of experience. You've got time. You've got wisdom. You know, and it's just one small example, but it's the kind of BS that you put in front of what you're, what you can and can't say, and how you sort of get in your own way of things, right?

Like, have you found that as you've shared stuff? Like, do you think about what's your inner circle friends gonna think if they saw this? Or, or does that just not even enter your mind these days? You're just like, "I've got bigger things to worry about." 

Jo Clark: Ruby, it did, to be honest, when I first started, and it's becoming less and less.

Ruby: Yes. 

Jo Clark: To the point where now I don't r- even really think about it at all. 

Ruby: I bet they're the ones saving the post. You're probably 

Jo Clark: right. It's funny, on Stories you can see who, who has looked at it, and I know it's a lot of them, but you would never know. Oh my gosh, I love that. See? That's like our little, our little win for the day.

Yeah. 

Ruby: Oh my gosh. Oh, Jo, wow. I just realized I've been talking for so long, but this is how it is. I could just talk to you for so long about this. We need to lead the peoples to your wonderful he- I'm gonna call them healing ponds. So where... What can we do next? What, what's the very next thing? Someone's in this life stage, they really need to lean on you.

Where are we leading them? And I'll leave everything that you talk about in the show notes below. 

Jo Clark: Sure. Uh, find me on Instagram, joclarkecoaching. That's my, my number one social platform. I also have a podcast called Redefining Midlife, and I'm coming up to four years and nearly 200 episodes there. We cover everything.

Free content with some of the best health researchers in the world, some incredible midlife women, and of course, all of my little coaching tips along the way are in those episodes. So that's a great one to go to. Or my website, joclarkecoaching.com. 

Ruby: Thank you so much, Jo, for sharing your wisdom with all of us today.

I've just had a blast talking to you, and I know I'm leaving this episode feeling extra inspired to go live my best day and to take every day in my stride. So thank you for passing that on to us. Guys, go on, go ahead, follow Jo, tag us both, share the episode. Taking Jo's advice there. And, uh, as always, I will catch you in the next one.

Thanks, everyone. 

Jo Clark: Thanks, Ruby.