It often happens that when I help a client to articulate their niche and outcome, they’ll look at the finished wording and say:
“Wow, that really is quite clear. I love it. It really expresses what I do. Buuut… is it ‘enough’? It sounds pretty basic. Will high-ticket buyers find it impressive enough to pay for?”
Let’s talk about that. 🙂
There are two important points I want to make here.
First, most of the things that people (not just high-ticket buyers, but all people) deeply desire ARE pretty “basic.”
More money for a nicer place to live. Better clients who respect them more. A body that’s not carrying extra weight and pain. A true soulmate partner who’ll be with them forever.
Etc.
A lot of people try to dress up these things in fancy marketing language and catchphrases, but you really don’t need to if you don’t want to.
Those who use the Strong Method™ (my clients, followers and I) have never given catchy names to our outcomes or programs – and we sell them consistently, approximately once per week.
It’s stuff along the lines of, “My three-month program that helps you get your first few clients” or “My six-month program to help you lose the extra 30 pounds.”
Not exactly groundbreaking. 😉
Now, I will say that making these things more SPECIFIC can help your message do a bit more heavy lifting to bring the right people in.
Specific isn’t the same as catchy – it’s more about being accurate to what you actually do and who’s actually the client who lights you up and benefits most from your services.
Like instead of saying “I help women to magnetize their man” you say “I help high-achieving women who rarely date or get into relationships to find that man who’s a perfect match for their level of achievement and ambition.”
Or instead of saying “I help coaches to make multiple-six figures without ads” you say “I help coaches with years of experience to sell more of their existing high-ticket program by using organic long-form Facebook content, friend-requesting and DM chats.”
So yes, being more specific can help. But even after helping someone to get specific like that, I often still get the “wow, that sounds pretty basic – is it enough?” question.
So let’s move to my second point.
My second point is that your niche/outcome statement is only, like 1% (or maybe even less) of what makes someone decide to actually reach out about working with you.
That doesn’t mean it isn’t important to understand and articulate clearly. It is.
In fact, in the Strong Method™ the way I help people to set up their business, that niche-outcome statement gets threaded into every aspect of how they do things – it gets woven into their value content, it’s the first sentence of their offer post, and it determines what questions they ask to vet potential clients as being the right fit or not.
BUT it’s not like you’re going to be posting the niche/outcome statement by itself on social media and expecting people to reach out and say they want to work with you and really don’t have any questions – they’re ready to pay your $5K or $10K or $20K as long as you say they’re the right fit.
So, in THAT sense, no matter WHAT your niche/outcome statement says, it’s not “enough.” You’re right about that.
But that doesn’t mean you need to change what the niche/outcome statement says!
Rather, in my paradigm, it means that you need to demonstrate that you have a rock-solid method for helping clients in that niche to get that outcome.
And you also need to make clear who that method is likely to work well for and who it isn’t.
(and, spoiler alert, “who it works well for” is going to be much much more specific than “committed action-takers” or something of the like 😉 😉 😉 )
Seeing that you actually know what you’re talking about, and have a method that works consistently for the right person to achieve this outcome, is what will be “enough” to convince high-paying clients to invest with you.
These kinds of folks don’t have money objections – they earn well and see the value in getting help with all sorts of areas of their lives (because whatever job or business has them earning well usually also keeps them quite busy – too busy to try to DIY major transformations).
Their potential objections are more along the lines of, “Will this work? I’ve already paid a lot of other people for this kind of support and they ended up being hucksters who didn’t actually help me that much. If I’m going to invest this much, I want it to be worth it. Otherwise I’d rather spend this money on something else.”
Once you have THAT potential objection in mind, a whole new world can open up for you as to what is actually needed in your messaging to attract the high-paying folks.
If you’ve been in my world for a while, you know that I have a blueprint for writing content in such a way that it puts your process on display so that these kinds of buyers can have the reassurances they need before they hand over their thousands. (without a phone call, even!)
The details of my method are too many to include in one post, so in a moment I’m going to link you to a couple of comprehensive training videos.
But before I do that, I just want to give you a general point that you can start thinking about.
When it comes to sharing your methods, obviously it’s important to know just HOW much of your methods to share, and in what way.
I think of the “how much” question in three levels – Level 1 content, Level 2 content, and Level 3 content.
Level 1 content is too vague, Level 3 content is too specific, and Level 2 content is just right.
Level 2 content is what the high-ticket buyers need and want before asking to sign up.
Level 1 (too vague) sounds like, “5 steps to attracting clients.”
Level 3 (too specific) sounds like, “Here’s where to click in your Facebook ads manager to do your targeting of your clients. It’s on the right-hand side…”
And Level 2 (just right) sounds like, “Here’s one thing that people miss when they’re running Facebook ads to attract coaching clients. It’s choosing the wrong ‘interest’ targeting. Let me explain what that means… [and then explain the CONCEPT that they’re getting wrong, don’t go into all of the details of where to click]”
Level 2 content is magical because it’s not enough detail to actually execute the process (which is FINE – as high-ticket buyers aren’t interested in doing that without help anyway, and they’ll just get lost in all the specifics), but it is enough to assure them that the way you do things makes sense, and that your ways will fix problems that occurred for them in the past when they tried to get help from other experts who aren’t as skilled as you are.
And for a high-ticket buyer, yes – that is “ENOUGH” to convince them to send you that DM and tell you they’re ready to work together as long as you’ll accept them. 😉
I also have a particular way of spelling out your method in your actual pitch for your offer – but that’s a bit much to include in this post, so I’m going to link you out to further resources in a sec. 🙂
Before I do that, though, I want to let you know how to get my help with both your niche/outcome statement AND your content and pitches for your offer (since you need both to attract the soulmate high-ticket buyers).
The easiest way to get ALL of those things figured out quickly is to work with me 1-on-1 in my 30-day intensive.
(There’s more info on that program here.)
If you want my help with your niche/outcome statement ONLY, you might enjoy joining one of my group workshops, which I hold 2-3 times per month.
(There’s more info here on how those work and when they’re happening next.)
And if you’re a long-time fan who wants to learn how to teach my methods to your own clients, you might be interested in my upcoming Strong Method™ Certification Program.
You can DM me on FB about any of these three offers if you’re interested.
Now, for further details on my content writing method and the right level of detail to include, you can watch this free training.
For further details on how to write a post pitching your offer in my framework, you can watch this free training.
And, if you have questions about any of my offers or about anything I shared in this post, you can comment here or DM me on Facebook. ❤