A lot of people think they’re struggling with messaging/conveying the value of what they do when that’s not actually their problem at all.
Instead, the problem is often that their ideal client is really broad or their offer’s scope is too large.
As an example, I had someone contact me saying she was struggling with messaging for a business-related offer. I asked what kinds of results the offer got for people.
She said something like, “That’s just it. Results are all over the place. In the program we’ve had everyone from newbie business owners struggling to get their first clients, to multi-million dollar people struggling to scale. We help all of them to get to whatever is the ‘next level’ for them.”
My response? “That’s your problem – not messaging.”
“That” being her ideal client and the scope of her offer.
Of course there’s no compelling way to say, “This program is for any business owner who wants to get to the next level.” Because that in itself is inherently not compelling.
It’s hard for most of folks to believe that your program would work for their unique situation when they see that there are all sorts of other people in the program who don’t seem to be at the same stage of the journey as they are.
Or, alternatively, they might pass your marketing right by and not even get to the point of looking at who else takes your program, because the message was so broad that they had no idea it might apply to them.
If this person’s offer were actually designed to solve a very particular problem for a very particular type of business owner, it would instantly and magically become like 10X easier to craft good messaging and convey the value.
For example, if the program were designed to help new coaches just out of coach school to discover who it is they want to serve and get their first clients in their desired niche through an Instagram marketing method.
Or if it were designed to help coaches who were maxed out at $5K/month from clients paying hourly fees, to go to $20K/month by productizing the work they do and selling it for a flat fee of $3K or more to fewer clients.
Heck, once you know the exact problem you’re solving and exactly who you’re solving it for, you can kinda just say THAT and you’ve got your message. 😉 As above.
Of course, there is more to it – like messaging about HOW you help people get that result. To me, that’s the juiciest part and what I love working on with people.
But everything I’ve said in this post is why I do not help people with JUST messaging. That would be skipping a whole bunch of steps. Often the biggest shift that someone has when working with me is in simply *realizing* what type of person gets best results with them, and what that person’s “Point A” is before coming to them wanting to get to the “Point B” that they promise.
When the “knowing” part is there, the “talking about it” part falls into place a lot more easily.
I’ve helped hundreds of coaches and other entrepreneurs to pin down who it is they best help as well as the language around that. And I’ve gotten pretty darn good at it. 🙂
My Outcome Workshops that I offer a couple of times per month focus on helping people pin down that wording.
And the same work on outcome wording is also a major focus of my 30-day 1-on-1 intensive. In addition, we use my proven frameworks for crafting a full description of your offer in 500 words or less, as well as a variety of awesome social media posts that explain the work you do more fully.
I also have a nicely honed method for getting interested prospects to DM you after reading these posts, and qualifying them and enrolling them to your program in a seamless DM conversation.
I’m immensely proud of the method, as it’s the most elegant solution I’ve ever seen in the marketplace for attracting the best-fit clients for you without a ton of work or expense. It has helped many of my clients to achieve multiple-five figure months in part-time hours and to love their lives a whole lot more.
DM me on FB if interested in the program and we’ll have a brief chat to see if it is a good fit.