What are you selling?

“I do so many things, I don’t know how to clearly explain what I do.  I feel like when I tell people about it, I lose their attention – maybe I’m too vague?”

Because we ALWAYS help our clients with more than one thing, clarifying your offer’s message can be confusing, which creates doubt in what you want to say, which might stop you from creating any content.

Being clear on your service and the OUTCOME of it for your clients, plays a big part in marketing consistency and with quality lead generation.

Get clear by breaking it down into tiny chunks that make it more digestible for your audience.

When I work with my clients, we dive deep into the following 2 pieces in order to get to the heart of THEIR offer’s specificity:


1 – The situations that occur for their ideal client, before working with them

2 – The GENERAL + micro results their clients have AFTER working with them

Situations.

What are your ideal clients-to-be experiencing, before they start working with you?

For example: 

  • Are they not getting speaking + consulting gigs?  Are they not getting promoted?
  • Do they want to start dating but don’t feel confident about their appearance, so they feel alone?
  • Are they missing their kids and can’t find work-life balance?

Understanding + articulating these situations in your content, will position you as an expert because you’d be citing specific examples of challenges you’ve helped solve.  

There’s always more than one person experiencing the same thing, and so when someone similar to your ideal client lands on your content, they’ll resonate and possibly contact you.  Someone similar to your ideal client could be a qualified lead, yes?

Results.

Ask yourself these questions:

1 – What is the GENERAL outcome your clients will have?

For example, is it a published book, a new wardrobe, better dates, a new body, a new job?

2 – What are the micro-outcomes they’ll have?

Micro outcomes are steps along the way that’ll bring them CLOSER to the general outcome.

A great way to explain these is to look at their situations (per examples above) and to illustrate how your offer will help solve them, step by step, until they reach the GENERAL outcome.

From the examples above:

  • For the person who’s not getting the speaking + consulting gigs  / a promotion : when they start working with you, they’ll get clearer on how to articulate their expertise, so when they start applying for gigs / promotions, they’ll receive a response, even when the book hasn’t been published yet.
  • For the person who wants to date, but doesn’t like their wardrobe: They’ll find clothes that fit them better, get compliments from some close friends, which will build up their confidence to create a profile on dating apps.
  • For the person who’s missing their kids, because they can’t find work-life balance: They’ll get honest about the kind of job that fits their lifestyle and learn to sell their experience and unique skill set – they’ll save time on the job hunt and get closer to finding their ‘balance’ more quickly.

 

Use this script:

If you’re ___________________{the situation}, it might be because you need  / you’re not_______{the general outcome).  

 

My client J (or some other initial) recently hired me because ____________________{her specific situation}.  When we started working together , she was ______________{situation} and _____________{situation} and  ____________{situation}.

 

Once we started _________________{what you did when you started working}, she was able to __________________{micro outcome 1} and then also ________________{micro outcome 1}.  When we completed our time together, she had far more than ________________{the general result}.

 

**If you want to date, but feel intimidated to start, it may be because your wardrobe needs a do-over.

**If you’ve applied for speaking gigs and not getting hired, it might be because you haven’t published a book.

**If you’re missing your kids while sitting at work every day, it might be time to look for a new job that supports your lifestyle.

This way, you’re taking them on a journey, showing them you’re the expert at taking them from where they are today to where they want to be.

Using my messaging process, my clients have started networking consistently, started podcasts, weekly Facebook live shows, IG story series, weekly newsletters and Youtube channels.  No matter the platform or the type of content, they’ve gotten super clear on how to talk about what they sell, and putting themselves out there has resulted in qualified leads and getting hired for 2 new projects per quarter.

And voila – consistency!

Clarifying your offer message is one of the things I address with my clients in my 6 Week 1:1 program that takes consultants who are already enrolling clients from referrals but want to create an organic marketing system to enroll clients from social media and Google. This is about 70% of what we work on.  We also work on how to spend less time creating content, how to qualify clients and tracking results.  This method will help you get at 2 pieces of high quality content published consistently per month, to start, without overthinking or doubting what you have to say.  This will result in getting hired more consistently.


Contact me if you’re interested in this program and we will chat to see if you’re a good fit; if so, we can get you started within two weeks.

Do you feel like your marketing is messy and all over the place? Here’s why and how to change it part 2.

“I don’t know what to say and how to say it”, is a popular self-myth among consultants who want to have consistent communication with their audience online.

The problem is NOT ‘knowing’ what to say, it’s simply being CLEAR with your message.

There’s a distinction here.

Clients come to me often and have disparate ‘knowings’ of what to say whirling around their minds, but need help putting it together into a coherent message + plan that will resonate with the right people (this is my zone of genius).

Much like decluttering, getting to the heart of the message for your ideal client requires strategic removal of the unimportant bits of info spiraling around your mind.

When you’re unclear, it feels like you have a ton of micro-decisions to make about what to say, how to say it and what other people might think about it.

When asked the right questions, my clients are able to put the right pieces of the ‘message’ puzzle together, in a way that clarifies what they do, even to a 5-year-old.

I see a lot of content marketing programs diving straight into “content calendars” and content creation, and here’s the problem with that: If you aren’t clear about your message, what kind of content will you put out there? 

When I work with clients during VIP DAYS, nothing creates more excitement and RELIEF than message clarity, because they suddenly feel like they KNOW what to say.

This excitement will put you one step closer towards consistency.  You’ll know what you want to say and your voice (the unique way in which YOU articulate your message – the ‘how you say it’) will be concise and demonstrate an energy of confidence (even through the screen).

How do you clarify your messaging?

There are many moving parts to clear messaging, but I’m going to focus on 2 important pieces today:

  1. Speaking to your ideal customer
  2. Speaking about your unique way of getting your customers the results they want

Knowing these gives them the motivation to start putting more and more content out there, until they find their groove of where they get the most engagement and the platform they like using most.

Using my messaging process, my clients have started podcasts, weekly Facebook live shows, IG story series, weekly newsletters and Youtube channels.  No matter the platform or the type of content, they’ve been able to publish at least two high-quality pieces of content per month, resulting in getting hired for 2 new projects per quarter.

And voila – consistency!

(BTW, until you’re consistent, you won’t really know what platforms, what messaging resonates with your clients – more on that in another email)

Here’s what you can do to get clear on your messaging – and this is exactly what I work on with my clients in my 1:1 program:

  1. Who are your clients? What do they want more than anything?
  2. What’s the situation that would have potential clients pick up the phone and call you right now? (get really specific here)
  3. What do they THINK / BELIEVE they need to do in order to get the results they want?
  4. What is the thing YOU KNOW they need in order to get the results they want?
  5. What is the ‘thing’ that will signal they’re ready to buy your service (are they frustrated with something, have they tried alot of different things that don’t work, has something specific occurred, what have they already done to solve their problem?)?
  6. How does your service tie into the results they want to have?  Seems like an obvious thing, but when you write it down, you’ll be a lot more clear with how to articulate it
  7. What are the deliverables + results they’ll have in hand after you work together? I often review clients I’ve worked with every quarter and write out the results they have AFTER working together – these can be tangibles like – a new podcast, new clients, new website copy, a new workshop – OR intangibles like more confidence to speak up, more clarity on their unique services
  8. How is your service / product different from what’s already offered out there (Hint: this has alot to do with mapping out your process, which I’ll discuss in the next email).
  9. How will you qualify them as a good fit? What kinds of resources do they need to have in place for you to help them AND get the results they want? – ->> don’t skip out on this one, it’s critical.

**Get a pen & paper and write this out.  Then, write a post / email using this framework:

Most people believe ________________[what your clients think they’re missing], but the truth is __________________[what you know is missing].

When you are _____________________[doing the thing they believe will get them results], you are missing out on a critical piece that will help you ________________[the results they want].

Most of my clients come to me when __________________ [the situation that happens right before they call you], so I know this is common.

When most other ____________[people in your industry]___________________[how they tackle the problem], I  ___________________ [what you do first, AKA, your unique process] first thing before anything else, because after working with __________________ [number  / type of client you’ve worked with], I’ve learned this is the quicker path to _____________________ [the results they want].

I help ____________  who are _______________ [their specific situation(s)], who have already ___________,____________ and ___________ [resources they have in place] and have done ___________,_________,__________[what they’ve already done that hasn’t worked], but want to have ___________________ and __________________[results they want instead].  Using my unique process, they end up with _______________ [deliverables / results] after working with me for________________ [timeframe].

If you are already _____________, _____________, _____________ [resources they already have], but want to have ____________ and ____________ then [DM me / reply to this email], because _______________[your offer] will help you with this.

We will chat briefly, I’ll ask you a few simple questions to see if this is a good fit for you.

The above framework includes all the messaging pieces mentioned above, and obviously won’t work exactly this way for EVERY business, but you can tweak it to match yours!  This framework will create at least 1 response, assuming you know your audience.

Messaging is one of the things I address with my clients in my 6 Week 1:1 program that takes consultants who are already enrolling clients from referrals but want to create an organic marketing system to enroll clients from social media and Google. This is about 70% of what we work on.  We also work on clarifying your offer + pricing, how to spend less time creating content, how to qualify clients and tracking results.  This method will help you get at 2 pieces of high quality content out there consistently per month, to start, without overthinking or doubting what you have to say.  This will result in getting hired more consistently.


Comment down below if you’re interested in this program and we will chat to see if you’re a good fit; if so, we can get you started as early as the first week of October.

Do you feel like your marketing is messy and all over the place? Here’s why and how to change it part 1.

“I wish I was more consistent with marketing my business”, is what I hear so often when I speak to business owners.

Do you hear yourself saying this?

In a recent survey I conducted, this was the #1 topic my audience (80%) was interested in learning:

How to be consistent in marketing their business.

Why is this important?

Because consistency will tell you something very simple – what’s working and what’s  NOT working for YOUR business.

You won’t be sitting there thinking..”I don’t know where to start, which marketing channel is best for my business?”  You’ll just do it and you’ll know it works.

Sadly, this digital world is filled with noise, with new experts popping up in your feed every day, telling you what’s missing in your business and if you follow their method, your marketing will finally work!

I’ve been there.  I’ve signed up with consultants who told me I need to implement things THEIR way if I wanted to ‘get more clients’, but when results still didn’t show up, they said I wasn’t doing it 100% like they taught it, therefore it wasn’t working.

Um, no.  That’s more like gaslighting.  

A lot of my clients come to me after following a lot of ‘online gurus’, taking courses that taught them different methods, finding they never worked as expected.

When you have a knowledge gap, it’s a good idea to take a course, but it starts messing with your focus when you find yourself in the spin cycle of too much information and too many different methods.

When you’re focused, you’ll be able to figure out YOUR best method and when you solidify it, the marketing will work for you.

And voila – consistency!

So, how can you find YOUR BEST method and become more consistent in marketing your business?

I’ll be honest here and say, if you don’t want to spend money on ads and you want to figure out what’s working and what’s not quickly, you’re going to have to take the hands-on approach and invest some time, at first.

That means, ideating, writing, recording videos, scheduling posts, planning, tracking.

Maybe also creating an excel spreadsheet (nothing too fancy).

Doing this will save you a lot of time in the long run.

This is what I teach my clients.

I’m going to dedicate the next few posts and let you know exactly what you need to have in place in order to be consistent in marketing, figure out what works and what doesn’t, so that consistent marketing will work for you.

Today, I’m going share the first thing that’ll need to be addressed in the consistency factor:

Overthinking before creating: negative thoughts about consistency + information overload.  They stop you before you even put pen to paper.

✨ If you find yourself saying…”ugh I’m so inconsistent”   – AND – 

✨ If you find yourself consuming alot of other people’s content  – AND – 

✨ If you find yourself saying.. “I don’t know what to say or how to say it..”

Please pause and note:  You’re putting other people up on a pedestal and diluting your own expertise.  When you feed your mind other people’s information, and have negative thoughts about your content and  “being consistent”, you’ll have ‘creator’s block’ because your mind is occupied with what you’re NOT DOING and what ‘other people are saying’.

You know what you want to say, but you have to allow the content to flow out of you.

Try this out:  

✨ Don’t consume anything for 3 days (podcasts, mentors’ posts, colleague’s posts, professional books)  – tune out the noise

✨ Tell yourself you’re being ‘consistent’ and just forget about this word for now – mind your thoughts

✨  Write a brief summary of all your accomplishments, why you’re the expert in your field and why you’re the one to hire. – listen to yourself

What I shared above is one of the FIRST things I address with my clients in my 1:1 program that takes consultants who are already enrolling clients from referrals but want to create an organic marketing system to enroll clients from social media and Google. I also address clear messaging, how to spend less time creating content, and tracking results.  If you’re interested in this program send me an email and we will chat to see if you’re a good fit; if so, we can get you started as early as next week.

The one thing I wish I’d known to create the RIGHT kind of Content

This week in my Messy Middle Mastermind, we spoke about (surprise, surprise) marketing on social media.  

I’m talking about organic marketing – creating and publishing content that promotes your brand and your products/services.

So, back in my mastermind, there were 2 ‘thought’ camps about posting for the purpose of marketing:

1 – My content isn’t as good as ‘theirs’ 

2 – I don’t want to sound like that person I always see marketing their business, they look so unprofessional.

Both feel like..”I’m going to be judged, mocked, criticized”

These thoughts are exactly why my clients were not marketing their businesses.  It’s not because they have to improve their content.

How do these thoughts creep into your head?

  • Scrolling alot and not realizing you’re taking in information and it’s staying in your awareness
  • Not writing or creating enough or giving credit to your creative genius
  • Did I say too much scrolling?
  • Maybe you’re friending too many people in your industry and it’s just bringing you down.

Social media fills our heads with too much noise of ‘having to be a certain way’, which isn’t the truth.

I wish someone would have given me this insight when I started. I was stuck on “what should I post, I don’t know what to say” because I thought any content I’d write would be lame.

And maybe someone out there thinks it is. To that I’d say: 🖕🏼🖕🏼

If you want to market your businesses consistently, but are having a difficult time doing it, I want to reassure you that:

NO MATTER WHAT YOU POST for the purposes of MARKETING your business, it’s better than NOT POSTING AT ALL.  Whatever you put out there is good enough.

As time goes on, you’ll tweak it, improve it and create it more quickly.

I say start messy, don’t worry about getting it ‘right’.

Like anything, practice makes perfect.

I’d love to know your thoughts.