This is a super common challenge that is brought to me at least once a week. It takes many forms (but boils down to the same conundrum each time). Here are a few examples:
“My clients tend to want to make more money – and they typically do make more money after working with me – but I’m not super jazzed by the sound of ‘make more money’ as I’m mostly working with them on their energetics and their way of being – not on strategies for making money.”
“Most of my clients want to meet a man for long-term love but what we’re really working on is mastering their mindset and managing their beliefs about what it’s going to take to attract him. Just talking about helping them to ‘find love’ feels like it’s not really accurate and doesn’t fully describe the depth of my work.”
Etcetera.
The answer to this one is so so simple!
Truly.
I teach two main ways of writing about the work you do.
(And by that I mean, writing about it in such a way as to attract the right clients and have them be close to ready to sign up for your high-ticket program the first time they contact you.)
These writing methods have been tested most extensively on Facebook and Instagram – but are based on timeless principles of communication, and people have reported using the principles in many other contexts as well.
The first way in which we write about what we do is the DIRECT OFFER POST.
This post directly pitches a program or service.
I teach extensively in my free FB group (Organic High Ticket Sales for Coaches & Experts) about how to write this kind of post.
But, in a nutshell, you begin the post by talking about what your client wants.
(The money, the partner, etc. – it’s usually something pretty simple)
And then you say “here’s HOW we get you that outcome” – and you start writing, in bullet points usually, about the work that you actually do.
For example:
“I have a great program for women who want to find lasting love with a great man…
“Here’s what we work on:
“1. Managing your beliefs about what it’s going to take to attract him…
“2. __ etcetera.”
Now, this is a bit oversimplified because usually your ideal client is going to be more specific than “women” and the outcome is usually going to be a bit more specific than “find lasting love with a great man.”
And it’s probably also going to say some stuff about how much progress the ideal client has already made towards this outcome.
And you do say more stuff after the “here’s what we work on” section, too.
But for today, I’d like to stop there so you can let this particular point sink in.
To recap:
Begin with what the ideal client actually wants, then talk about how you get them there – and the “how” is what you actually work on.
A similar idea applies with the money example.
You begin by talking about what monetary outcome your ideal client wants – ideally (as before) with some information included about what their starting point is.
“I have a great program for coaches who have expertise from a corporate career that they would now like to apply to their own business, and have so far earned $0 or very little and would like to reach their first $50k/year.
“Here’s what we work on:
“1. Your way of being as you work towards your goal. [explain more about what this means]
“2. __ (next point)… etc.”
This is also beneficial because the reader will understand what type of help you provide… and don’t provide.
(I.e. – if they are looking for actual money-making strategies they can read down your list of “how you help” and see that you don’t talk about working with them on strategies – so they can save their time and go elsewhere.)
Now, let’s talk briefly about the second way in which we write about the work we do when we use the Strong Method:
This is the lead-generating post, or what some have dubbed the “belief-shifting post.”
Here, you have an opportunity to go into more detail on how your readers can solve the problems that you help your clients to solve.
(the direct offer post is typically only about 500 words long so you don’t have room for too much detail – so these posts are where all that overflow goes!)
And here’s how you structure these:
Each one focuses on some kind of problem that your ideal client is having. This is where “what they think they want” comes in.
It could be the same overall problem that you/your offer solves, or it could be a smaller one underneath that umbrella.
For example, if your overall outcome is helping new coaches to go from $0 to 50k/year, then maybe one small problem you’ll write about is “getting price objections from potential clients.”
At some point in your post (often the beginning of it, but not always) you’ll name this problem.
And then you’ll spend the majority of the post unpacking one point about how you’d suggest solving it.
So this, again, is where you have the chance to talk about what you actually do.
(You know, the stuff you’re excited about!)
You can write to your heart’s content about mastering your inner game (or whatever topic excites you) but it will be through the LENS of the price objection problem.
So, the answer to how to speak about both things (the work you enjoy doing and what your client wants) actually couldn’t be simpler.
And it’s very interesting to me that these posts are so magnetic to clients and potential clients even though the segment about what the client wants is quite small as a percentage of the overall post.
(In the direct offer post, the part about what the client wants is typically just one or two brief sentences – while the section that talks about your work is typically 3-5x longer. And in the belief-shifting post, the part about the clients’ problem is again just one sentence or so, while there are around 1,000 more words to the post that speak about your expertise.)
What this says to me is that it actually doesn’t take much to earn a potential client’s attention to read about your work.
As long as you take a relatively small number of words to “set up” the post for them as to how it relates to a challenge they’re having, they will happily open the door to you and listen to what you have to say about the life-changing work that you do.
Fascinating, huh?
This posting method even works for people who are a bit less focused than the examples I gave.
(for example, maybe they help with earning money AND attracting a relationship, or even more than those two things)
It still works because you can focus each belief-shifting post on a different problem, and then explain it from the perspective of the work you do, and then wrap up by explaining that you use this same thought process to help with a variety of different problems… and then pitch your offer.
The overall principle we’re working from every time is:
Open the door by talking about what the client wants, then go into talking about your work and how it RELATES to what the client wants.
There are nuances to how to make this general principle work for you and your business – and if we work together 1-on-1, I’ll help you to customize what I talked about in this post to the content you’re writing about the unique work you do. 🙂
My main offer is a 30-day private intensive and it is focused on helping you to get 4 or more clients per month for your high-ticket program from organic Facebook posts.
I give you my frameworks for the two types of posts (I actually teach these for free as well – see here and here) and closely review what you write and give you a personalized blueprint for improving your writing so that it adheres more closely to the framework.
(and also gets you a steady stream of inquiries from the right clients who believe that the way you work is what they need to solve their problem)
One of the things I help with is seeing “what goes where” in your posts – like, for example, what is actually the client’s problem vs. what is part of your solution – which is one of those things that can be tough to see when you’re too close to the work.
I’m accepting new clients right now for the 30-day intensive.
Just DM me on Facebook if you’re interested and we’ll chat to see if you’re a good candidate for the program.