Dec 25

5 Steps to Becoming Known in your Market (and what to do if you’re pivoting)

By Jennifer Hall | Podcast

Becoming known is a priority for every business owner but even more so for coaches, consultants and businesses in highly saturated markets who want to stand out of the crowd and be heard above the noise. But what if you’ve been vague in your messaging up until now? Or what if you’re trying to change what you’re already known for?

In this episode we cover:-

  • The five simple steps to becoming known in your market (even if you’re pivoting).
  • The dangers & difficulties of becoming known.
  • How to amplify your message and make you more memorable

Links mentioned in the episode:

Click here to join the 2020 Vision for Market Domination Challenge – http://bit.ly/2020MarketDominationChallenge

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
Merry Christmas everyone, and welcome to this special Christmas edition with becoming known in your market and what to do if you're pivoting.

(00:15):
Before we get stuck into today's episode, I want to tell you about a little sneaky secret. As of the 20th of January. Next year we'll be running a challenge via the podcast, how novel it's going to be, the 2020 vision for market domination. See what I did that and it's all going to be around creating your plan for 2020 to get more market share, make more money, and really stand out to get recognized as somebody to listen to in your industry. If you're ready to sign up, then make sure you use the link in the show notes to get ready for 2020 and really get stocked back in after Christmas. Hi everyone, and welcome to the seventh episode of the expert unrivaled podcast and a very Merry Christmas to you. I don't know whether you are listing on Christmas day or not, but I will tell you this, I haven't recorded it on Christmas day.

(01:14):
So as you're listening to this, I'm likely going to be scoffing a roast potato covered in gravy or at least a couple of pigs in blankets. So I hope that you have or are spending an amazing Christmas with your loved ones. And so excited to delve into this episode with you around becoming known because the thing is becoming known is a goal for every single business owner and particularly even more prominent for those who are in more highly saturated markets, where becoming known can be a slight difficulty in terms of getting the attention and making sure that your message is loud and clear and heard above the noise. So if you are looking to get clear on your message after listening to this episode, then do make sure you book a call with me at bit dot Lee bit. Dot L Y forward slash clarity called podcast where we can talk about how we can work together to get you crystal clear on your message so that you can be heard above the noisy saturated market.

(02:23):
So without further ado, let's get stuck into this episode. So the first step, let's get straight in there. The first step is actually deciding on what you want to be known for. Whether you're pivoting or you're starting out new or whether you realize that you've been a bit vague and you've not been particularly straight forward, you need to ensure that you know what you want to be known for. Now, deciding on what you want to be known for is an interesting mix. And there's this sometimes this back and forth in the brain in terms of should I pick thing that makes most sense to my expertise and my experience. What I perhaps studied in what I've invested the most money in or should I pick the thing that I'm most passionate about? Now here's, here's the, here's the real deal. And I know this is kind of crossing over into helping you guys pick a particular niche.

(03:23):
However, if you're stuck in this stage of really starting at the beginning here, here's a bit of advice. Passion does not always lead to profit there. I said it I don't want to bring the bad news here on Christmas day, but it's really important that we recognize that actually it's about being smart around what you pick to do to do as a business. And yes, I do actually believe that it should make sense to your expertise. And the thing I would say is that depending on how urgent it is to get going with the business that you are most passionate about, that perhaps isn't most aligned to your area of expertise is to become an expert in it. If you, if, if you really have had it done with your current investment and you really don't want to continue with it, it's important to recognize that because at the end of the day, on the other hand, life is short.

(04:16):
We only have one. This is probably more prominent PR profound on a day like today. But it, you know, life is too short to spend it doing things you don't want to do. However, it's unethical for us to go out there and start claiming we can do things that we're not particularly an expert in. So we do have to recognize that yes, you can do anything that you want to do and if you, if you are passionate about something different to what you have been doing or what you've currently invested your, your learning and development and time in learning, then you have to look at, okay, so what steps do I need to take you all to become the expert in the, in that area before I stopped going out and proclaiming. So I mean the the best ideal mix is the fact that you are passionate about it, that you are an expert in it and you're able to articulate it in a way that is wanted by the market.

(05:09):
Those are the three key things that you need to do. So we need to make sure that we're angling your expertise and what you offer in a way that is wanted by the market in order to turn what you do into a business in order to turn your message into money. Then we need to think really hard about how we're going to articulate that and angle that to the market to create something that is going to go great. You're actually your need. You're in demand. You know, people like us, we need you. You need the market to respond in that way to whatever it is that you decide that you want to be known for. Okay? It has to be, it has to stand out as such. So that's the first step. Decide on what you want to do. Now I'm just going to go in there and talk about some of the difficulties and at this point of you know, creating a message and picking what you want to be known for. Because the thing is if you're not picking and you're being vague or potentially you're switching from one thing to the next, it does a few things. First of all, it, you know, it, you crush your credibility because people lose trust in you when you're one thing. When you're an expert in one thing, one day, an expert in another, people start to doubt your abilities because people are very aware that you can't be an expert in everything they, they understand.

(06:35):
I speak to and work with a lot of people who have done that. Now the thing is, it's just about deciding now about sticking that stake in the ground and saying, I'm going to give this a go and you need to give it time to embed and you need to understand that people need time to trust you again because they, they feel like, you know, they've, they've almost been messed about. It's caused a lot of confusion. And you need to build your credibility back up again. So make sure that you are very aware of that, that if you have been switching, it's going to take a bit of time for that to happen. But if you want a successful business, it's very important to stick with it for at least a, you know, a period of time. But then the other thing to remember is, is it's your business and you can change anytime you like, but just be aware of the consequences of doing that.

(07:24):
But I know, you know, I've pivoted a couple of times and I know a lot of business owners out there who have done the same and have done so very successfully, but they've stopped with one thing for a long period of time and they've, and they've, they've been with it and then decided that need to change. If you start changing things in very short succession, you will absolutely lack credibility. And the thing is, the pivots have happened where it's, it's not a complete change, generally. It's not, it's not unknown where people have changed niche as such. If we look at, for instance, Arnold Schwartzenegger you know, he's, he's changed from, you know, being this, you know, sought after actor to then, you know, moving into the political world. So he's had to do a job in terms of moving that. But he's used his platform of fame in one area to gain visibility in another.

(08:16):
So he's been quite clever with doing that. So it's not impossible. Nothing is ever impossible. But the bigger the switch, the, the, the more credibility you're going to have to put, put in. And the other danger is that if you have been putting out a message that has been, you know, a bit vague or switching is that something is going to stick. And when you don't know your message, when it's switching and changing and being vague and it's, and you're kind of firing out different things all the time, something will stick, something will stick with your market. And when you from it at that angle is dangerous because you don't have control over that. You don't have control over which bit sticks and which bit doesn't. So the first step is to decide. But then the next step here is to get clear on a sticky message.\

(09:12):
So being really care and being in control of what the market is hearing about you. So the thing you can control is what they hear. The thing that you can't control is when they hear it, because it all, you know, you're working on their timescale. You schedule when it comes to you putting out content and when they're looking at your stuff, that's up to them. So it's important that you're consistent with that because if you're inconsistent with it, like I said, and you're firing out these messages at different points, it's no longer within your control what they remember about you. So it's better you decide before other people decide for you. So the getting clear on a sticky message. So I'm hoping by now you kind of get, it would've got the jest in terms of what I'm talking about here. So a sticky message is something that allows people to remember what you're talking about and some messages will fall flat because they're too ambiguous, they're not tangible enough.

(10:16):
And so something that sticks is something that is simple, tangible, understandable, easily understandable. I may add and memorable. If you can create a message that contains those elements, it's going to more easily stick in the minds of the people within your market. Because otherwise, you know, it's one of those things where I know a lot of people, I know a lot of really talented and great people. But when it comes to introducing them at networking events, it's almost like, you know, when you forget somebody's name, you're like, Oh, this is so and so, and they do do you want to introduce yourself? I'll let you do the talking because it's embarrassing because you don't know how to introduce them because what they do is so ambiguous, it's not understandable. And so it's really important because a lot of people say, Oh, you know, well, at the end of the day, my ideal clients will know what I'm talking about.

(11:13):
And yes, I am all for that because I was at an event recently where someone got completely shot down because they used you know, language that was, you know, not jargony but relatively high level and slightly techie. And I thought, well, no, actually their message will kit the right market. But it's also important to be able to explain what you do to a five year old. If you can't do that, then you're going to struggle to get people to talk about what you do. Because if you want people to recommend you, you have to make it simple enough for everyone to understand so that people can talk to their people to say, I know so and so who does this and that amazing asset, this is what they do. Say, give them the words that they need in order to be able to share that and say to do that, I'll just go through them again.

(12:06):
It's making it simple, tangible, easily understandable and memorable. If you do that, it's going to make your life a lot easier. I remember what I sat around angling what you have to your market. It's important that you recognize who it is. This, this message is for who are you targeting in the market and how are you serving them? So it's looking at, you know, what problems does this person have? What goals do they have and what, how can I explain what I do to show them that I solve a problem, but I help them achieve a particular goal and I help people just like them. So it's keeping it really simple. Keep it to the point where it does what it says on the tin. I love messaging like that and everyone else loves it too because everyone gets what you're talking about. Yes, you have some kind of creative element here where you could, you know, put out a little bit of punch or quirkiness TMS judging, but don't ever lose the understandability if that's even a word.

(13:07):
I'm not even sure. I think I might have just made that word up, but that's fine. So you need to make sure it's understood. You can add the punch and the flair, but never use that in place of understandability. It has to be understood by the people within your markets and to your five-year-olds. Okay. The next step, step three, is to flood your following. If you're pivoting and your front end marketing. So what I mean by this is in order to get your message out there and to become known for something, the next obvious step is to talk about it a lot. Now your a lot will be very different to what's required. So take whatever you think is a lot and amplify that by a million. You need to go hard with your new message or with the message that you pick because if you, for instance, have a current following who you now no longer serve in the same way, or perhaps you don't even serve them at all.

(14:13):
Now this is kind of a whole other conversation here in terms of how do you make that pivot. But if you have pivoted to the point where the people who you've currently served, you know they, you don't need no longer serve serve them anymore. Sometimes it's a case of burning it down. Sometimes it's a case of saying, look guys, this has been great. This is who I'm serving now. This is what I'm doing. If you want to follow me here, or for instance, you might have scaled your business to the point where you've outsourced to other people in order to continue serving that following, but now you're doing something different. So never, you know, never look at your current following and think, well that's it done. Because you can sift out, there might still be people within that following, no matter how zany that the pivot is, there might still be people in there that will follow you to your next thing if it suits them and, and if and if they're the right fit, but you have to communicate it.

(15:07):
But if you're doing a slight pivot where you're still able to help them. And you know, I've done this a few times, you know, the better I've got what I do and the more advanced I've got in my businesses, it means that I am able to help the same ideal client but at further lot further along in their journey. So it's about helping those same people step up to where they need to be. So you know, it's not necessarily about dropping or burning it down. If it's only a slight pivot and it's still the right kind of person, it's just helping them at a higher level, then you just have to communicate that message to them and let them know. Now also in terms of being, not just letting them know and I'm, and I don't just mean like a quiet email, I'm talking about an email, go live on Facebook and message them.

(15:56):
Get that message out. And any way you can use your chat bot, go hard with your message and you know, set a date to do it because a lot of people put it off because of fears of various different things, but set a date to do it and go all out. And so at the same time you also want to be making sure that your front end marketing is super clear. So that means your, your website, have you changed a websites, reflect your new message. And don't get too caught up in this. I mean, if it's difficult for you, delegate it off, delegate it to someone else, let them know what the message is and tell them, this is what I need it to say. And if you've got a whole website geared up to something else that no longer exists because you've changed, then my best advice for this is cut your website down to only a few key pages, which is generally your contact, your about me and your homepage.

(16:49):
If you make sure that you hone it all the way down to those three pages, just change those three pages and Bob's your uncle, you have a website geared up with your new messaging and then you can add other pages back in again, the further you go. Rather than trying to do the whole thing in one go. So, you know, changing your website, changing your social media profiles, ensuring that the cover photos have been changed. Make sure that when you change things in LinkedIn that you click that notify button so it notifies you're following what you're doing. Now I'm writing a post about it, going live about it, doing a video about it. When I say go big, you go big and you need to go big and you need to do this consistently. You know, particularly if you're pivoting, because if you, you know, I'm, I'm a real action taker.

(17:34):
And I remember not so long ago I was known as the clarity queen the one who helps people find their niches. And I remember sitting with some members of of our mastermind at relatively new masterminds on my app that I've joined and we were sitting there on an in person day and these people have kind of known me from the very beginning of my journey, at least still know me as the, as the kind of the clarity queen, the niche queen. And I was like, no, that's not, you know, whilst it's a massive part of what I do, that's not what I want to be known for anymore. And I had to like re remind that fact that I'm about helping people become market leaders and find their points of difference to stand out in the market. So I kept having to remind people, but that's evidence of, you know, somebody going really big and being strong and being known for something very simple, very memorable.

(18:29):
That stuck. And I'm now having to work really hard to, to get out there just as hard with this new messaging to really get people to understand w w you know what you do. And it is a case of, you know, deciding, having that clear, memorable, sticky message and then talking about it being consistent and changing all of that front end marketing to reflect what you're doing. So yeah, it's a big task. It is and it is asking a lot, but at the end of the day, if you want to become known in your market, it's not going to happen lightly. You're going to have to pull your finger out and get out there and really shout about what you're now doing until you are blue in the face. And you know, at the end of the day, it's what you've got to do. If it's, what'd you got to do is what you got to do put that on a tee shirt.

(19:20):
So get out there, flood your marketing, flood you're following with this new message. The next thing that you can do, step four is showcase examples and case studies of who you've helped with. The specific goal or problem that you now help with. You know, the fact that you're now able to demonstrate, you know that your, you're heading in this direction and these are the types of people that you've helped. And if you haven't yet got those, those case studies, then create them. If you haven't yet got the clients in the new in this new guys, then you need to be going out there and you need to be finding them pretty sharpish so that you can start creating that. And that might be, you know, cause you know, at the end of the day if you're pivoting, and like I said, if you don't necessarily have the expertise and the experience yet, you've got to do the groundwork first.

(20:09):
Go out there, find those people with those problems and you know, charge accordingly. Because if you're just starting out doing it, then obviously you're not going to be charging as that highly seasoned experts you'll be charging as somebody who knows that they've got what it takes to do the thing. They just need the proof. So you, you kind of need to do each other a favor in return for those case studies, those testimonials in the early days. But I'm assuming here that you have the expertise. So if that's the case, then you need to get out there and really highlight, because I know that when I pivoted, it was one of these things that I started to help people that at a higher level do things, you know, in terms of market leadership and USP. But I wasn't necessarily shouting about it, but I'd still helped clients with those things.

(20:54):
Naturally when they continue to, you know, re signed up with me to go to the next stage, they'd jumped into to really hone in on their message and their niche. And then they were like, okay, now I'm ready for the next bit. What's next? I love working with you. Okay, well here's a, here are the next steps. So I already had those testimonials and those case studies you there. And then to now all I needed to do was match a message with it and go, you know, go all out with, with sharing that with the world. So then I created those case study pieces around, you know, around those clients that have stuck with me and gone to the next level. So if you do that, it's really going to help to boost your credibility in this new area because regardless of whether it's a complete change or a slight pivot, you are still going to need to stop boosting your credibility in the area and positioning.

(21:42):
And the last, last but not least, step in this process and there's a bit more to come. So stick with me because I'm going to show you what you can add to really catapult your message and to become seriously memorable is to encourage sharing. So it's about encouraging your current clients to, to share, to share your new message and to let them know and to shout about how you've helped them in that particular area. It's about asking people for testimonials. It's about encouraging sharing of your message as well. So I've seen people create competitions around sharing certain things. So make anything you can shareable so that people are, you know, start to spread the word on what you do when ever track. You know, first launched the trip planner, we encourage people to post their trip planner with their name on all social media to get the word out there about the USP.

(22:48):
So encourage, ask people to do things. Because I always say this, if you don't ask, you don't get, and it's so true when it comes to marketing. People rarely do things unless you give them the instructions to do it. Even though it might seem blatantly obvious to you, people won't necessarily do things straight off their own backs. They need that encouragement. They need that nudge. People are busy people, they've got lives, they've got stuff going on. But you know, if they like you and what you do or if there's something that incentivizes them to do the thing in hand, then it's going to help them feel a little bit more obligated to go about sharing this stuff. So, you know, creating shareable content around your math new message is going to really help to get the word spread further than just your current following that you have, which now brings me on to things that can really add power to getting the word out there and becoming known and adding power to your message.

(23:40):
So I want to give you a few examples. So one of the things that can really help is actually your personality and style. And I know, I know particularly in the first episode I said being you isn't enough in terms of using you as a USP. No, it's not. And I still stand by that, but it can absolutely help to amplify and help your message become more sticky. Now to give you an example, there's a guy who I absolutely adore called Mark K. You may have come across them online who runs a thousand shows.com. And he created these, these incredible videos that basically showcased you know, why you don't have to be people like Ty Lopez and he'd do this crazy like head shaking thing that was really quite, you know, it was almost like a pattern interrupt that drew you into the video.

(24:30):
Even if you didn't have the sound on you. I need to just see what this guy's talking about. And it just having that imagery around the message that he was putting out there and the message is so strong, it's you need a show, but you don't need to be like Ty Lopez or you need a show, but you don't need to be like so and so. You need a show that's unique to you. But his message was you need to show it's simple, it's memorable, it's understandable and it's tangible. It fits all of those boxes. And, and it's so super clear. It's unbelievable. But his personality and his style and the way that he delivered it, he created a series of the same style of video with him. Set the same message. You need a show, but you don't need to be like this person. And he would do this crazy shaking of the head thing.

(25:19):
And it was, you know, it worked. It was novel. It was the ever so slightly gimmicky, but my gosh, did it work? So if you haven't checked him out, you can go and check out these videos because it is honestly very, very good. You know, it's, it's dis, it's disruptive to a point. Now if you want to talk about disruptive I want to talk about an amazing business friend of mine, Lisa Johnson, she, you may have heard of, again, simple and memorable. She's known as the passive income queen. You know, that's what she's become known as. The son of a lot of talks about Queens today, isn't there? Hopefully we'll see the queen speech a bit later on it, depending on what time you, you're listening to this. But Lisa is a true disruptor because she talks about things that, my gosh, I wouldn't even dare talk about.

(26:07):
You know, she really inspires me to grow some ovaries of steel and really get out there and share opinions. I mean, I thought I was quite brash and like, she's not even brash. She's just, again, she's got her own style. She's got her own personality with it, but she's not afraid to talk about the things that other people would say. Well, you shouldn't talk about that. She's disruptive and because she's disruptive and because she's also very, very, again, very visible. Another great example of flooding the market with your message. She very much does that. She's everywhere. She's, you know, she's all over my Facebook and I love it. I don't ever get bored of her stuff. It's interesting. It's so sure if you want to look at someone who's great audience building, it's Lisa Johnson. I think she's fantastic, but she's very disruptive and because she's disruptive and because she has these opinions and she talks about things that people are too afraid to talk about, it helps for her.

(27:02):
It helps her message stick because she and herself and her values and what she believes in is memorable. Another way, and another person I want to talk about in fact two people on this, on this run, is that your concept can be a sticky element to helping your, your message stick to it, stick, stick to it, stick to it. I'm not going to edit it out. I don't do editing on podcasts. I made that you know, and if something drastic happens, which actually I will say today there's been a few things. The dog mainly as well as other people in the office just being generally noisy monkeys. So we're going to have to have a new sign outside the podcasting door to tell them to shut up. But yeah, I rarely had any who back back to the podcast is your concept.

(27:51):
And so for instance, Todd Herman, who I saw talk at Youpreneur this year was what an incredible guy he is. He's just, he, he's a walking, talking example of, of what he preaches. And I don't know whether you've heard of him, but he's written a book, something called the alter ego starts again, the alter ego effect. He wrote this book called the alter ego effect. And it's all around finding your alter ego to boost your confidence. So the fact that you can be a multiple personalities and multiple different situations and you get to choose who you are in any given moment, and it's really empowering. It really boosts your confidence. And again, this alter ego effects. Wow. I didn't realize what a mouthful that was. The sound out really helps his message to stick to that concept because it's a really strong, simple, understandable, tangible concept is memorable.

(28:49):
So again, it helps to amplify what you do. So there are many different ways to, to, to, to create that stickiness and that memorability, again, I'm sure that's a made up word. But that is one of them. Another person who's done this really well is someone called James Wetmore. Business by design. He's, he's actually pivoted recently more into the mindset space of business. Which again, if you're looking at how someone's pivoted successfully, he's another once in a cat. But you know, if he used to be known for very, very strong, he was business by design, which is basically creating a blueprint for your viewer launches, launched it in your business to create, you know, high levels of income. You know, actually step by step process. And again, it was a very business by design that, you know, your business by design blueprint.

(29:38):
It was, it was a concept. It was very sticky and he really owned it and he went out there and he flooded the market with it and he grew very, very successfully. So there are many different ways to really amplify that stickiness. But the first key is, is to get really clear on making sure that you have a, a message that, like I said, is simple, tangible, easily understandable and memorable. If you stick there first and foremost, make sure it does what it says on the tin. And then, you know, use your strengths of your business to help amplify that message out there. But you got to own it. You cannot sit behind your computer thinking it. You have to really own your niche, you have to earn your message and you really got to get that, get it, get it out there and do what it takes to do.

(30:29):
So go hard with it. And there we have it. So like I said, if you are somebody who wants to really hone in on that message, create something and become known in the market, then make sure that you book a call with me at bit dot L Y forward slash clarity called podcast and we can have a discussion on how we can do that. You know, and obviously we've talked about creating a USP and one of the first episodes of this podcast. And you know, that that whole concept thing really ties into that as well so that we have it. There was my last little tidbit for the day on Christmas day. How wonderful. I hope you have a fantastic day ahead. And again, as always, make sure that you email me if you have any aha moments. If you want to ask any questions or you'd like to request a particular podcast show, then please do so at Jen, at Jen hyphen hall.com. Fantastic speaking to you guys, and I will see you in the next episode. [inaudible].

Dec 18

Rejected by Prospects – Is it me or you??

By Jennifer Hall | Podcast

Getting rejected in business is one of the hardest things to deal with but things can get really serious if we don’t look at why we’re being knocked back objectively. What can you do to get more market share and increase your client conversion rate?

In this episode we cover:-

  • The common reasons we all experience rejection from prospects.
  • How to mitigate against being rejected to get more market share.
  • The big lie that you’ve been told that’s killing your business and are unwittingly telling others.

Links mentioned in episode:

Email – jen@jen-hall.com

Book a Call with Jen – bit.ly/claritycallpodcast

Join Jen’s Facebook group – Unrivalled Experts

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

00:00 Have you ever been rejected by a potential client and dubbed them as the one that got away, the one that you were so excited to work with but were absolutely gutted that they said no. Well, in this episode we're going to be talking about rejection and how to avoid it.

00:22 Hi there, Jen hall here. Your business positioning coach and market leadership expert. And on today's episode we're talking all about rejection. Now this time of year that I'm recording this podcast, eighties, approaching Christmas time and this morning I was up bright and early, bushy tailed to stand in line at my daughter's school at 7:40 AM to collect her Christmas concert tickets. Now every year we have this palava where we are, a split family. So and he has a stepdad and also a a stepmum. So my ex also has a long term girlfriend and so we always have this palava they give you two tickets per family. And they only allocate those two. And so we have to scramble to the front every year to try and make sure that we get enough tickets so that the entire family can go and see our lovely Ellie appear in her Christmas concert.

01:26 So we were up early and it's interesting that we were talking about rejection today because the goal is right, is to be as in demand as these tickets were, that I had to get up so early for. And is that is the goal. I also remember the beginning of this year, I think it was for my sister's birthday. She's obsessed with panic at the disco with Brendan Urie and Oh my gosh. He's like, even if you don't like Panic at the Disco, you can't not like that man. He's absolutely wonderful. He's one of the most likeable people you will ever come across. And she's obsessed with them. And I also realised without realising it before, was that they were playing in Cardiff, which is where we live, which is where my sister lives. So it seemed a bit stupid for me not to try and find these tickets anyway.

02:22 It so happened that all of those tickets were completely gone and I had to then pay, I'm talking maybe six times the price of the usual ticket, so then buy it off of somebody else to make sure that we, that again, totally in demand, this guy on, we were willing to pay over the odds to make sure that, that we got that we'll put it this way anyway. My sister desperately wanted to see him and I knew that it would make him ginormous, be happy if I put myself out there and got these tickets when I when she finally got out of me how much they were, she was, she was nearly sick, but also very grateful. But again, very, very in demand. And I remember when I went to both a coaching event and also just before I started working with my coach for the first time, Jessica Lorimer.

03:13 I also remember having those same, like, I must make sure that I'd get a space on this program. I must make sure that I take one of those one-to-one coaching spots and I had this real fear, passion, FOMO, , excitement, strike fear and scaredness, and all of these different emotions going on at the time when I wanted to make sure that I didn't miss out on getting a spot. And that's where you want to be, isn't it? You want other people to feel that way about your business. You want to have that sought after in demand status so that we don't experience that hot wrenching rejection that we all fear. Rejection is one of the hardest things I think in business to overcome because it can feel very personal when someone says no to you. It can really hit you where it hurts and it can really put a downer on your energy and how you promote yourself for the days, weeks and for sometimes for some people, sometimes it can hit them to the point of they actually stopped running their business because they can't take it anymore.

04:27 But I'm here in this episode today to stop all of that to help you get that in demand status. And if after this episode you want to chat and book a call with me to discuss how we can start implementing the things that we're discussing on this episode and in the podcast, then do you make sure you book your call. That link is in the show notes. So today I really want to dig into this because I think it's really important that we are able to confidently deal with this rejection. Now, during your time in business, I can almost guarantee that you would have been told this lie at some point, whether that's from one of your best business friends perhaps what a mastermind or that you work with a colleague or even your spouse, you may have been told, Oh, but they just weren't your ideal client.

05:28 That's, you know, that that's why it's a lucky escape. They weren't meant for you. Now as as well, meaning as this advice is this type of advice can absolutely kill your business and it's likely that you may have also told, told someone else the same lie and the reason we tell it is because we want to soften the blow of that rejection for the other person. But it's doing you a complete disservice because we need to understand that actually. Yeah, maybe sometimes it's a lucky escape actually. Maybe in some of these circumstances, maybe they weren't quite your ideal client, but let me ask you this. How many times do you get rejected? Is it one out of 10 clients or are we talking a little bit more than that? And we have to look at each of these cases case by case. It's really important that instead of shoving it under the carpet and hoping that it might go away, that we actually analyze the reasons behind why these people said no because it they will come a time if it hasn't already, where you get the best person on a phone call.

06:39 I certainly have or I've got them onto a sales call and they're chatting away. And you completely blow the call or they come up with something on the call that you don't have an answer for or that you don't overcome. And when they leave that phone call with the, I will think about it. But really what they're trying to do is weasel their way out of the call to just get off and get on with their life. And then you never hear from them again. It is blaze a massive blow because you know that you could've done better and you know the impact that you could have made on their lives, on their business, on whatever it is that you help help to serve them with. And it can be really hard to get your head around, but it's also very easy to kind of move on and keep telling, telling, telling ourselves this lie around or were they just weren't my ideal client.

07:30 Because in actual fact, it may not actually be them. It could very well be you. So we have a choice. We can either keep telling ourselves this lie and experiencing the same outcomes or we can actually face the truth. We can make a change and get a different outcome, so we have to look at why are we being rejected? Because a lot of the time when we experience rejection, it's not that people don't want to buy from us. Sometimes people absolutely love you and what they, what you do and they truly want to, but they just can't seem to justify it in their heads. It seems like a lot of money for what they're not sure that they'll be getting. Now you will unsure. Prospects generally reject you for one of these reasons. Okay? They either can't see the return on investment, which basically means they can see them selves paying out a lot of money, but they're not sure on what value is that they're getting in return.

08:30 Another reason could be is that they don't trust you to help them achieve that result. Now, it's one thing that you're promising it, but have you positioned yourself as somebody who is credible and who that they trust explicitly to help them achieve that result? It also could be that they're not clear on what they'll actually be achieving when they work with you. If your outcome is too fluffy and that can kind of play into their, well, I can't really see a return on investment because I don't fully understand what it is I'll get after working with you. I really like your content. I see you around that. I've met you and you know I love what you do, but actually what am I going to receive in return? I can't see the results. The other reason is that they might just have a better option.

09:22 Now, this is always a blow because this is kind of second best syndrome. This is okay. Well, I'm liking what you're saying, but there's something else out there that's better for me. Now, this can hurt sometimes even more so than the other ones because you know what? Sometimes you know, particularly if you're starting out or you know that your marketing isn't up to scratch, you have something to blame, but when you're really putting effort in and at the end of the day someone turns around and goes, yep, this sounds fantastic, but actually I'm going to go with this other business, this other person because they're offering me something better for whatever that reason might be. This probably can hurt the most, but the one of the last reasons that they might reject you is because they're scared that they themselves can't achieve what you're promising and I'm going to tackle this one here and now.

10:13 This is something that you can absolutely help them with before they get on the call. Helping them believe in themselves in your content is really, really helpful. And also even whilst you're on a sales call, telling them about people that are just like them that have achieved the similar results can really help to boost both the confidence in themselves but also their belief in you as a credible expert that you are showing and demonstrating that you have helped people just like them achieve that particular result. Now, if after all of that, they are still wavering on their self belief, you know there's only so much you can do and this is when you have to decay. Okay, all day, really the best client for you at this time. Or they perhaps is this showing up as a lack of commitment? Is this showing up as, do you know what, they're not ready to work with you because at the end of the day we have to keep our moral compass and we have to really look at is this the best person that I can help?

11:17 Am I really going to be able to get results with where they're at at the moment? Because something that I see happen a lot, particularly in the coaching industry, is that people are taken on board at the wrong time. Yes, they're promising the right goal in terms of that's the ultimate goal that they want to achieve, but they are far too soon in the process to make use of what you're offering. And to me, it's completely out of integrity. For people to be doing that, we need to have some kind of prerequisite list when looking at our particular client. In order for them to achieve the result, they need to have these things in place first. And if you're not helping them do those things, or if you're not the right person to be helping them put those first things in place, then it's, you need to be sending them elsewhere and not taking them on.

12:10 Because I do think that it's, it's, it's just a shame because this is where we get so many people who are going, Oh, do you know what? I spent so much money. They're not afraid of investment. They've already invested, you know, hundreds if not thousands of pounds into that to their learning development. And you know, building those foundation, those supposed foundations. But actually when they look at it, they weren't building those foundations at all. They started working on something that was way too far ahead in the journey for them to make any real progress. And so it's really important that we recognize that and that we have that set of prerequisites for the people that we take on board. So let's talk about return on investment because this is a big one that I think a lot of people get confused on. You know, I hear a lot of the time people saying, Oh, you know, well you're a business coach.

12:59 It's easier for you to sell something and not be rejected because it's very money orientated. But actually if you look closer at what I do, yes, money is, is, is a big draw for people because the end of the day, if you're a business owner, you should hope for, he wants to be making more money. But you know, a lot of the people that buy from me, yes, that is one of their primary motives, but they also want that sought after status. That's what they are truly after because they know that with that will come. The element of getting the money, and when I first started out in business as in the guise of a business coach, I was selling clarity. I was selling clarity on finding your niche. Now that was what people wanted. Again, because they had a high awareness of their problem, they knew that if they got that clarity on their niche, they are not only going to make the money eventually because we know that's the first step to doing it.

14:02 They know they're not going to get there unless they get that in pace fast are they're going to be able to actually start marketing properly. They're going to be able to call in that ideal client. They're going to be able to start producing that content around what they do. They can start speaking and talking to the right people and feeling in alignment and passionate about working with somebody that they are passionate about working with. Really connecting with the why, so the return on investment doesn't always have to have to be money. The best way to look at return on investment is to ask yourself the question of what are they really buying? Now, FedEx had this excellent way of looking at their business and they said this truly, when they realize this, this truly was the turning point of their making, the amount of money that they now make as a business when they realize that there's a difference between an external problem and an internal problem.

15:08 So yes, FedEx helps to get a package from one place to another. You know, that's what they do. But what they are really selling is peace of mind. That trust to know that that package will get there in one piece at a specific time brings peace of mind to the customers that use them. They said that when they realize this, they were much more able to sell the benefits of their service. So it's about looking at that external and internal problem. So for instance, when you're, when you're buying insurance, you're buying peace of mind and security. When you're buying a cleaning service, you are buying serenity. You are buying that environment that you can just come home from your, you know, a stressful day from pound, the safer that has been neatly arranged. W you know the cushions perfectly PERTs you know, everything's absolutely pristine.

16:15 It looks like a hotel room and you start feeling these feelings of peace and relaxation rather than, Oh gosh, okay now I need to go and do the washing up. I need to Hoover cause it looks like a mess and I can't relax in this environment or weight loss. You are buying vitality and confidence. So obviously these are very kind of high level things that I'm talking about and the impact of all of those things run much, much deeper. So it's about looking at, okay so what is the external internal problems that I'm solving? And then also what is the impact of getting that in your life, you know, on your finances, on your mindset, on your health and really looking at the entire picture. Because when you can really fathom the entire impact, you are much more able to work out the entirety of the return on investment.

17:11 And then of course it's ensuring that you are articulating that every step of the way, preferably before they even get onto a sales call with you. So, but the time they get there, they really understand the true value of what you're offering and also knowing it for yourself so that when you are on that call you can very easily explain how you benefit their life. And obviously, you know, and hopefully we're going to get Jessica Lorimer on this podcast, my cage, my sales coach, because she is the queen of sales calls to come in and talk to us a bit about, about how to communicate on the actual call itself. But it's also about listening to your ideal client to listening to them on that call to find out, you know, what are the problems and how do your solutions help those problems and what is the then the impact of that.

18:07 So there is a little bit of fact finding problem solving and really looking at how you can best serve that person and help them achieve their goals. But my specialism is around creating that content before they get on that call. To really articulate what it is that you're offering them so that they're already a yes and that really the sales call is more of a decision making call. It's about dotting the I's and crossing the T's, working out payment and those kinds of things versus trying to convince somebody that are the best option. I would much rather you sorted all of that out before they got onto the call or at least as much as you possibly can because it makes your job a lot easier when it comes to securing that sale. So articulation of the return on investment of the value of what you're offering is very, very important.

19:06 Now, the last point that I wanted to cover off here is this whole, I found a better option reason, and this is a tough one because this could be for various different reasons, which is why it's important to look at your business as an entirety that it's not necessarily a quick fix when it comes to becoming the first choice and you know, not second best, but here's some things that really help to ensure that you are picked as the first option and that first thing is, is obviously to create a concrete USP that helps with their specific problem. Now that's really important because you could have a lot of different selling points in your business. You might even have an order different perhaps unique selling points in your business, but which specific USP helps with that primary issue that they have going on? The more you can relate it back to the thing that's stopping them, the more compelled they're going to feel to buy from you.

20:13 And if you need some more information around creating and a concrete productized USP that specifically helps with your prospect's problems, then do check out the first episode of the expert on rival podcast, the first full episode, not the trailer. That will take you through how you can start to do that. Another way in which you can do it is through specializing in people just like them, so helping people that are labeled as people just like them so that the service that you're providing fits them like a glove. It's not a service for everybody. It is a service that is specifically bespoke to people just like them. Now it's important to differentiate here between a bespoke package for them specifically because everyone likes a bit of special treatment. Absolutely, but actually what's more powerful is to say that you have helped people just like them because my third way of being able to show that you are, you're the best.

21:18 The first option they should, they should be looking at in the front. They shouldn't be looking anywhere else is looking at the fact that you're the best business. The best person to be helping them is showcasing results for people just like them. Because when they see they can get that belief that, wow, you know, I can do this. You know, I'm exactly like that person that they've helped and they're helping people like them day in, day out. So not only have I now boosted my own confidence in my ability to achieve the results, but I've also boosted the confidence in you as a business because I now believe in you because you have helped this specific type of person, specific type of business, you know, over and over. So you have this proven process that clearly works. So you can showcase those results. And then obviously you've got the fact, you know, showing that you're the best business or the best person to help them are all in all of these different types of credibility pieces around, you know, have you written that?

22:19 But are you positioning yourself as that market leader by doing the things that other people are not willing to do in the industry? Are you putting yourself out there all you were thought leader in your industry, all you somebody who is challenging other people out there in, in, in your industry to think differently. You know, what is it that you are leading with that really puts you up there as somebody to listen to? Because it's very rare that people will quibble about money and pricing. It's normally about, you know, all you the best person to be investing in. It's not what I can see. You're the best person to be investing in but actually want a cheaper option over there. And even if that were the case, do you really want them as a client? So if you've ever been rejected or you in the future get rejected some questions that you can ask yourself to analyze the situation to up your game and take your sales and your marketing to the next level is to actually look at did I truly show them a return on investment to its full extent?

23:27 Have I shown them the value? Have I done everything I could to present myself as credible to build that trust with my prospects? So much so that they feel totally confident in my abilities? Have I been really clear on the solid results and outcomes that they will actually get? Why didn't they choose me? What could I have done better to tune into what their true desires, true wants or true values, where perhaps you are offering a solid result or outcome. There really wasn't speaking to any kind of emotion. So what can we do to fix that? How can I help them to build confidence in themselves so that they too can believe that they can achieve the results that you help others to do? So when you stop running from the truth around the reasons as to why you might be getting that rejection, you'll find the answers and those answers will allow you to get a different result.

24:31 A yes. So I hope you've enjoyed this episode. I really do love hearing from you, and again, if you'd like to chat and discuss about working together to move forward, articulate with full clarity on the return on investment and value that you bring to the table so you can position, position yourself as the number one option in the market. Then do you make sure that you book a call and I'll see you in the next episode

Dec 11

Positioning Yourself as an Expert (when battling with imposter syndrome)

By Jennifer Hall | Podcast

When you want to position yourself as an expert but you don’t completely ‘feel‘ like one, it can be a tough endeavour. Especially since you’re aware that it’s critical to your success in becoming a market leader or even just being seen as credible.

In this episode we cover:-

  • The mindset shift that allows you to be a confident expert despite the imposter syndrome. 
  • The strategic shift that will not only position you as a credible market leader but will also see your marketing become a highly effective conversion tool.
  • The three things that will WOW your market to believe in you as an expert.

Links mentioned in the episode-

Email – jen@jen-hall.com

Book a Call with Jen – bit.ly/claritycallpodcast

Join Jen’s Facebook Group – Unrivalled Experts

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

00:00 This week on the Expert Unrivalled Podcast, we are talking about how to position yourself as a credible expert even when you're struggling with impostor syndrome. I can't wait to get stuck in

00:19 Hi there, Jen here, your business positioning coach and market leadership expert. I'm really excited to dig into this episode because it can be really hard when you know your stuff, but there's still those elements of doubt that creep in, that prevent you from really showing up as the true expert that you really are. And as always, if after listening to this episode you want help with positioning yourself as a credible market leader in your fields and you'd like to talk about how we can make that happen to become the number one choice in your markets, just book a call at bit dot Lee. That's bit.ly/Claritycallpodcast. So there's a few things that I want to mention around the word expert. It's a very triggering word and it can really affect us because we put it on this pedestal where we think it's this thing that is almost unreachable.

01:19 Now, the first thing that I want to say on the matter is that yes, actually you would be correct. It is an unreachable target to be a true, true expert. This is my belief because at the end of the day we have to make this mindset shift around becoming an expert. You will never know everything about every situation. You will never be a true expert from the point of view that everything is constantly changing. Things aren't static. Things evolve. They change. And so what you previously knew is almost not irrelevant, but it has to adapt and change with it. So it's important to realize that you will never know everything about your subject matter. So if it helps to kind of let yourself off the hook for at least the moment, then it's going to help you to move forward. Realizing that really what you're striving for is unachievable.

02:20 But you can be an expert in comparison to your ideal client, to the person that you are trying to help. Because if we look at the people that you're trying to help, you are an expert in comparison to them, particularly if you have walked in their footsteps. If you have walked beyond where they are and have achieved what they want to achieve, then you definitely are an expert. If you have worked with somebody in the past to help them achieve particular results and you have done this a few times, you now have a proven process that you know works. You are an expert because you have taken someone through a repetitive process. I would potentially even say that the latter part of what I said around even if you haven't walked in their shoes that you are, you are showing someone through because there is an argument that just because you have, you know, gotten through a particular process that just because you've been through it, taking someone else through, it's a very different story.

03:31 And I absolutely agree with that. Doesn't mean you can't. Absolutely, not saying that people who have experienced that you know, their challenge and they made the comment that they can't help other people do it. You absolutely can. But it is a different set of skills and tools that you also need as well as the experience that you've been through to help other people through it. So the real test and the real Mark of success for me is the fact that you can take people through that process. So the people who I'm talking to you on this particular episode is not the people who are starting right at the beginning of their journey, who perhaps have just experienced it for themselves. Yes, you are qualified to now help someone else through that. But I don't think in all honesty that you can cast yourself as an expert at that stage because in order to help other people through it, you would need to prove it in order to be charging the amount of money that you want to charge for it.

04:30 You would need to have proven that you've got people through that to charge and position yourself at that level. So it's about recognizing where you are and understanding that. But I also think that there are a lot of people out there who for instance, let me give you an example. I spoke to guy about two, three weeks ago and he kept saying, well, if anybody in the game, six months, I've even been doing this six months and actually what it was, he's only been doing it for six months in his current guise, in the current position that he was in. But actually he's been doing it for at least 20 years in various other positions. And that's the thing we have to recognize is actually all we truly seeing the full extent of our talent. Are we truly seeing the full extent of all expertise.

05:24 I know a lot of people who come out of the corporate environment and are set up as a business and they keep saying that they're new now they're new to business. They're not new to their skill or their talent. And so he's recognizing how long have you truly been doing what you do, taking into account your entire history. So you have to take a long an honest view of it. Are you discounting your history or on actually do you need to start taking stock of how far you've come or are you truly new? The subject matter. And if that's the case, then if it's the case that you do need to prove yourself to help other people in order to see that what you've been through, how you've done it can actually help and serve other people. Then start that because it's only by beginning that you will ever truly become an expert.

06:20 Okay? So it's important that you understand where you are on your journey or are you one of these people who are completely discounting the journey and actually you should be taking stock of what you've been doing. And don't be disheartened if you're listening to this thinking, well no actually I am that person or I'm new to my subject matter. That's totally fine. Everyone has to start somewhere. But where you need to start is beginning to help other people. And you've got to do that, but it's about charging for that help appropriately not charging as a seasoned expert that has X amount of years of experience. It's looking at, okay, well I'm starting new and I do need to prove myself. I recognize that, so let's try this out. Let's get some clients under my belts at an appropriate charge. In all transparency, letting them know that it's a new program.

07:14 You're not new to necessarily that the skill because you've done it yourself and you want to help other people do the same thing. Okay, who wants to work with me? Who wants to try this out? And getting those testimonials and those case studies under your belt that will prove to others and yourself that you have something that you can stop truly, really charging its worth. So it's recognizing where you are in your journey. It's recognizing that no matter how far you are on your journey, you will never know everything. And it's really interesting the journey of becoming an expert. When you first start out in something, you get really excited. You perhaps start reading a book and it opens up your mind and you read this fantastic book and you get inspired by what's in it and you start thinking, wow, okay, I can really help other people implement this, this, this information.

08:05 Because when I look back at my life, I've done this and I've done this and I can now start helping people. Now the problem with that is that that book is a contained amount of information written by somebody who is trying to extract all of their thought processes, their knowledge, their facade philosophies on into one concise document. And so you'll never fully experience a full picture through doing that. But a lot of people, get inspired and they're off on their first journey . They are full of confidence. They're ready to go, they're ready to show the world how they can help them with the new knowledge. And then they hit this wall when they realize, okay, wow, I, I've started journey, but now I'm actually recognizing that I don't know everything, but I also don't know enough. And people can go one of two ways.

09:06 They can either give up on doing what they feel truly inspired to do or they can recognize where they're at on their journey and they can actually take a turn and go, okay, I may not know it all. So let's start to find out more about this, that open up that can of worms and that recognizes that now, so many people stay here, they stay at this level for years and they carry this feeling of, Oh my gosh, I don't know it all. I don't have enough information with them. Even though time and experience has taken them through a process, we're now actually they do know a lot more than they did. Still recognizing that they won't know ever know everything, but they certainly know enough to help a particular person. Which brings me on to my next strategy because I think mindset is really important to to get your head around and to realize the fact that you won't know everything, but in terms of actually creating a solid strategy that will really help to not only position you as an expert, but also really help you feel comfortable in your zone.

10:21 And it's about setting boundaries. It's about understanding your remit about where you're able to help and and where your expertise start and finish. Because a lot of people can get a lot of ego onto their belts and they're like, Oh, I know I know a lot about everything. Some people can go the other way where they're not battling with imposter syndrome, but actually they've got a lot of a lot of knowledge that they think, Oh, well I work for everyone and this is the thing as we know it, not everything works for everyone. Sometimes we have to recognize that yes, it worked for you. And yes, it works for this specific type of person in this specific situation. But start taking those people outside of that circle and everything starts to become a little bit more vague and they've not ticked all the correct boxes.

11:14 And so will it still work? And quite a lot of the time the answer's no, no, it won't. No, it won't work because you are an expert in helping someone very specific. And this is the strategy that I want you to start adopting. Now this strategy again will not only help you feel confident, wand will not only position you as a credible expert, but it's going to make your marketing super, super effective and clear like a laser. And that is specializing and niching. Okay? So when we talk about niching, it can be, it can be confusing to a lot of people because they think a niche is just like picking an industry. While I work in this industry, that's my niche. But what I want you to think about it, in this day and age, we need to start thinking about micro niches because the market's so saturated.

12:03 We start, you need to start thinking about, okay, how can I micro-niche and by micro-nicheING we can start to become a true expert very, very quickly because you start putting remits and boundaries in place. We can start to understand, okay fine, I know that I need to hone in all of my learning and development into this specific area because trying to learn a subject on a very broad level can take you a very, very long time. But when you start looking at a specific person, and this is what I, how I want you to think of micro niching or what you think of micro niching as looking at an individual who has a specific problem, a specific goal. When you do that, you will find that they won't be on their own. There will be other people out there like them, but you have to start with one person.

13:02 Then we have to look at, okay, who else shares this same problem and find the common threads between these different people who may vary in some respects, but there will be definite tick boxes to say, okay, this person is in this specific situation, they suffer from this particular problem and they want this particular end goal. And if you can start labeling these people in context. So let's say for instance as an easy example, they could be a male diabetic who is overweight, whose problem is that they want to lose weight because it's having an adverse effect on their health and the goal is to lose weight. Okay. You know that these people are, there are more than one of them. There will be more than one of them, out there, but they have those common threads. And you know that actually if you plough all of your focus into the learning development around that specific person.

14:07 And it might be that you arrive at this because your history is the fact that maybe you, you were a diabetic or that you had a family member that was diabetic who was overweight or there's some kind of experience because at the end of the day, I'm talking about this very technically and this is for another episode. Absolutely. But we also want it to be in alignment with, with something we're very passionate about. So we need to make sure that the person we're picking to specialize in helping is somebody that we're very passionate about helping and finding that why behind the reason why you're looking to help that particular person. But by getting very specific, you can start putting boundaries around, okay, well if they're not diabetic, then that's not who I knew. I might be able to help them. But, can I truly, and so it's about putting those boundaries around it and going, okay, so find the person I specifically help in my, all of my my coaching or my training or my consultancy or the my programs or whatever service it is you put together for this particular person of a spoke to, to somebody with diabetes who is overweight.

15:09 Who has those extra extra problems that you need to take into account. So not only is that going to help you feel well, way more confident because you started to really specialize in going, I'm going to make sure I find everything out about this and really focus in on and honing my experiences and my skills and my knowledge around this area. You can start to really own those expertise. So that's point number one. Point number two, the people who you serve are going to be grateful because they know that they're dealing with a specialist. And my biggest tip for you, if you're really struggling with the word expert, is to position yourself as a specialist because by specializing over time, you will inevitably become the expert because you are constantly refreshing your knowledge and learning development in this area. So yes, as things change, you will never know everything, but you will do your utmost to keep up in this area.

16:06 And do you know that, that it's totally feasible to do that because you could hone in those expertise. Again, you know, you're not necessarily a scholar. You are a talented business though, with something to share with the world. So you've got to know your boundaries. You have to know your remit of where you can fully and truly become that expert. You can't be an expert in everything. So specializing is the best way to become the true expert at at the point in which is possible, not that unreachable, unreachable, Oh, I know everything. Expert a tree racks, but will understand that they can't know everything because of the different factors and variables and a true expert knows where their boundaries are. So really understanding and specializing in helping those specific people is going to help you. It's going to help them because they are going to be wow.

17:01 Okay. In a lineup of people who help people lose weight, I'm going to want to pick the person who specializes with my specific problem. I didn't want to go anywhere else because they know my situation. They know how to deal with the extra problems that I have being a diabetics at. Therefore you're the obvious choice for me and that carries through into your marketing. If you're clever about it, you can take all of this into your content or how you position yourself on how you put yourself out there on your profiles to say, this is what I specialize in. You become known in your market as the go to person for that specific thing and it massively helps to bring in new leads for you to get referred because unless you become known for something specific, it's very hard for people to refer you, but when someone goes, Oh, do you know what?

17:54 I know just the person. This specializes in exactly that. Let me addition out food. It's so and so they will be able to help you because they've helped X amount of people in the past and your exact same situation. Get through that or achieve that and you will become known in your circles, in your industry for that thing. And that really helps to propel those leads to propel your positioning and to help to build that confidence in other people as well because they need to believe in you. And I'm going to come to talking about that. The three things that are going to help you to position you as a credible expert for other people to make their market go. Wow. But I just want to pause and just to give what I've just said, as much credit as it deserves because it is something that is so simple to do, but yet so many people fail to do so.

18:52 Do you recognize it? You will never know everything but start specializing . Pick a particular individual and you will absolutely help yourself, both in your mindset and your market in terms of helping them believe in you as a credible expert as well, and positioning yourself in that way. Now the three things that are going to wow your market and help them believe in you as a market leader, as an expert, as the GoTo business for helping people just like them. So obviously the first step is specializing, but then the next things that you can do is something that everybody talks about, but not everybody does. Yes, it's becoming more prevalent, but you'll be surprised how many people have it in the pipeline but never actually ended up finishing it or they never actually end up doing it properly. And that is writing a book and writing a book with the pure goal of positioning yourself as a market leader, as an expert in your field.

19:58 So as I said before, specializing is very important to get right first of all, before you attempt this step. Because if that is your goal, then you have to make sure that you have identified the specific people within that market that you are helping so that you know that you are writing a book for those people so that it positions you to those people specifically. But being specific and being really laser sharp in doing that is very, very important. Before you even attempt to write a book. And I'm going to do a whole other episode on writing a book because I wrote mine in in two weekends. So I'm gonna talk about that another time on that, exactly how I went about doing that. But it is totally possible, but you've got to just get it done.

20:55 But obviously in stages don't do it until you're ready, until you've got clear on who it is you're helping. And before you've had that real experience. Again, if you are just starting out in this, you're helping these specific individuals, you need to have a bit of research and experience, under your belt before you have enough content to put into that book. But don't wait for ages and ages and ages, creating a good structure and ensuring the title is right and showing that you are, the messaging is written exactly for those specific people within your market is going to be enough people. I sat on a table and I sort of bring out my book and that, wow, it's not every day you sit on a table with an author, people are really bowled over by it. For me, you know, it's always has, it has been a dream for me to write, to write a book.

21:51 It's not been necessarily a childhood dream, but when I, when I did it, what a, what an achievement and it's, it's a cracking book as well. If I do say so myself, I'm really chuffed with it. Don't get me wrong and I don't want to patronize other people by saying, wow, look at you. But that is the impression that people have. When you say you've written a book, if you've written a book, they automatically expect that you are an expert in your field because if you've got enough content to put into a book format, then people automatically think, okay, well we must know this stuff. So there is a great positioning tool and I'm not suggesting that anybody who was other than experienced and qualified in their fields and has already proven what they've done to help other people should attempt it. But if you have, if you prove, if you've got a proven skill that helps other people achieve something or that can inspire somebody a certain way, absolutely.

22:49 Writing a book is a great way to do it. It's not something that everybody has to do, but doing that is very, very important. Other people choose to replace writing a book for something like, I'm hosting a podcast for instance, but podcasting positions you as an expert as well. If you're able to provide enough content to create umpteen number of podcast episodes, people are like, wow, they really know this stuff. So you have to think about it strategically and not put it too much on a pedestal because it is totally achievable to do. It's achievable to write a book. It's achievable for you to start up a podcast, especially when you have that experience under your belt and it must be helps to position you to your market and for them to see you as a credible expert. The next thing is content. So when we just talked about books and podcasts, you've also got other content as well.

23:43 So we're talking about perhaps even we could talk about writing blocks. So if you're not ready to necessarily hit the stages quite yet, but you're quite happy writing a blog or running workshops on a Facebook live, anything like that where you are honing in on your expertise and sharing value again, positions you as an expert to other people because not everybody is comfortable or, or an expert in their field when it comes to your particular topics. So showing that and demonstrating that to the world will again make me think, wow, they really know their stuff. And it's about being consistent with that content as well. So people understand that you're not just that one trick pony, that you can consistently do that and he didn't listen to the episode around your content plan for market domination in 2020 then make sure you do. Because in that, I'm not going to leave at the point I talk about adding in opinions and thought leadership into your content because if you do that, that will seriously position you because when you own your own opinion and that you inject that thought leadership from a perspective of really understanding what's going on for your markets, people really listen up and they're able to pick a side and get behind what it is that you're fighting for.

25:10 So definitely go listen to that episode because that's going to really help with that content piece to help you inject what you need to do in order to position yourself as that quite a bit expert. But content massively helps to do that. But you have to realize that obviously people are bombarded every day by content and so it's about creating that content that's really going to stand out, that's really going to grab attention. That isn't just recycled from other people stuff that is really your voice and from with your twist on it, when you put your twist on your content, that's when people start to pay attention. But anyway, I said I wasn't a labor the point go and listen to that other episode cause it's really good and it's going to help you with creating that content. But the next thing I want to talk about that really helps people to go, wow, that's amazing.

26:03 Is running an event, running an event positions you as somebody as a force to be reckoned with. In fact, so let's, let's call it that. You are somebody that has taken the time to say, look, I'm going to create an event for this specific market. Again, gotta be clear on here is just speaking to you before you can do any of these things. I'm going to create event just for these people and I'm going to perhaps curate other people who also compliment what I do that also help this group of people and I'm going to pull these people together. People, this was my great business friend. Andy's thoughts. he said this to me when I was, I was having a wobble. You know, I talk about, imposter syndrome because we all suffer from it. Everybody, no matter what part of the journey you're on, whether you're seasoned or not, we all suffer from imposter syndrome at one one point in time, I was having a wobble over my own event that I ran about six months ago and he said to me the amount of people who were just so amazed that you have the ovaries of steel to get out there and have the confidence to put on an event, and because it's risky business putting on an event, it's an emotional roller coaster.

27:22 Oh, people gonna turn up. Are they going to love it? Am I going to get great speakers? Am I going to be able to deliver? You know, in all the stresses and everything else that goes on with running an event. Now I'm not really selling it to you. I appreciate it because I've just named all the things that are now probably going, Oh my God, it sounds quite stressful and yet it is, but it's also extremely rewarding and it's rewarding emotionally. It's rewarding because it's great fun, but also it's rewarding because while does it position you as somebody to listen to because people think great, wow. Again, they must really know their stuff if they're confident enough to put on an event for us in this, for these specific people to help us achieve X goal, and this is one of the reasons that events fail is because people put on an event for the sake of putting on an event instead of thinking about their audience and thinking about, okay, what's the purpose of me running this both for my audience, but also for me?

28:19 How is this gonna work on both levels? So being strategic about it's about your events, is it really, really important being strategic about the content in which you put into those events? Events are really, really important as well, but it does position you. It gets your name out there because you've got to promote it at the end of the day and getting out there and amongst your market with this event, promoting it and shouting about it. Even if people don't come to the event, they're still looking and looking at you from afar and well, it's like a fab event. Is this going to be amazing? They all go, here's somebody to listen to. They are a force to be reckoned with within this industry because they are tackling this problem. They are helping people achieve this goal and that's incredible. That is genuinely what people think, whether they write home about it or not, that these are the kinds of things that help position you as the person to listen to in your market and the secrets.

29:16 All of this is, and new one can be an expert and anyone can put on an event. Anyone can write a book, anyone can write a blog and anyone could start a podcast. Anyone can do it. It's just the case. What separates out the people who achieve expert status and to achieve the expert level with integrity, I'm talking about not just in terms of what other people think of them, but in terms of actually who really truly achieves the expert status in which I'm talking about what's possible. Not knowing everything but knowing enough to be an expert for the person who hasn't quite got there. What separates them. Other people that do the things that help them get there. The people who choose to put the boundaries in place, they choose to specialize in an individual. They choose to put the learning and development and the investment and time that goes in to knowing all they possible as possible to know about their problem, about their goal and how to achieve that goal on the impact of what's going on for them in terms of their circumstances.

30:28 Who puts the effort into getting, going through the stress of creating an event through working out the tech and starting that podcast podcast to putting in that deadline and just putting that pen to paper and writing that book or finger to finger to a recorder. Can't think of the word key. That's what separates the people who make that expert level and not because it is effort. It does take time. It is a journey, but you are separated from the people who never make it just by taking action just by doing the things that you need to do in order to get there and some of these things can be done at the same time. You know, people would argue, well you can start writing a book as you go and record it as you go. One of my great, another great business friend of mine, Sanai Floyd, wrote a great book called paid in full and that was something that she wrote as she went.

31:33 She recorded and documented every step of the way from being in debt to then making a huge profit and so she started writing it from the first day of when she decided I'm going to get out of this debt. She reported it and then she, at the end, after she'd been through the journey, she pulled it all together into a book. So there is no kind of rule on when you can start doing things and that's the thing. You have to start where you're at, but be a bit clever about it. Be strategic. Think about things about how you can start right now to get to where you want to be. I'm balls to imposter syndrome because we will never get rid of it. It's always going to be a constant battle, a new level, a new devil as they say, so own it, realize it, get it and move on.

32:25 Reject imposter syndrome because it will always be there. You will never know everything but know enough and keep that learning and development going into your subject matter because things will be forever. You're going to have to keep up with it, specialize, know your boundaries, know your remit. I'm really focusing on serving and helping a specific person and you will automatically reach that expert level without you ever realizing it. So I've hope you've enjoyed today's episode. I certainly have enjoyed recording it as per usual. Do. Make sure that you hit me up at the Jen@jen-hall.com to email me with any aha moments. Any other questions, anything you'd like to hear on the podcast? Do you let me know? Do reach out, and as always, if you are looking to speak to me on how you can start positioning yourself as an expert to get known as a market leader in your field, then do book a call with me a I will see you in the next episode.

Your Content Plan for 2020 Market Domination
Nov 29

Your Content Plan for 2020 Market Domination

By Jennifer Hall | Podcast

Content creation is always a hot topic coaches, entrepreneurs & service based businesses… but what if I told you to stop creating so much of it and start being more strategic? Its time to save time, captivate attention from your ideal clients and make sales from your content so you can say goodbye to wasted hours at the computer.

In the episode we cover:-

  • The five elements your content must include to stand out, get taken seriously and be seen as a market leader.
  • My easy content creation method to create content that sells.
  • The one thing that will make content creation super easy.
  • The big mistakes content creators are making and what’s no longer working.
  • The power of a content journey.

Links mentioned in the episode:

bit.ly/claritycallpodcast

jen@jen-hall.com

Important people mentioned in this episode:

Jessica Lorimer – 7 figure Sales Coach & Leadership Expert

Alessia Pandolfi – Tech Expert for Online Coaches

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

Hey everyone, as I record this podcast, it is currently a Friday evening, when technically I should be out at a ball. But I was having one of those evenings where I needed to be in, I needed to be cozy. The log fires on the dog is asleep at my feet and I felt inspired to record this particular episode. Now I find it really funny how we can be inspired at the most oddest of times. But I'm a big believer when it comes to creating content that actually following those times where you feel inspired is really important when you feel like you've got 1,000,001 ideas racing through your head, I really don't believe in pacing yourself. I think it's important to get it out of your system whilst you are tapped into whatever divine force is at work, whilst you have that inspired content creation mode that you seem to have sprung into.

That's something that I've always followed and I've learned my lesson when I haven't followed it and I have thought, well, I'm going to have those ideas tomorrow or have it next week. Don't worry about it and actually know, unfortunately, you know, everyone works differently. But what I have found from my experiences when the, when the tap is on, get the cup out and fill it up. So even if you're not creating all of the content in that moment, at least make sure that you write down those headline ideas, write down the bullet points that goes with those headlines because you can definitely take it that you're going to write down that headline and forget what it was all about. So do you take rough notes about the different content ideas that you come up with so that you don't lose those gems and those aha moments?

I genuinely think it's important to capture it at that time. So that's why I have decided to get the mic out and sit here and record this episode for you because I felt in the mode, in, in the mindset to actually create this for you. And actually I was thinking about this, it was around about this time last year that I was winding down for Christmas. But I was in a very different mindset last year. This year, I'm feeling really, really excited for 2020. I had last year as amazing as , you know, 2018 had been, I felt tired. I was exhausted. and I felt like I was ready for the break. I'm kind of seeing Christmas period. I'm really looking forward to it. We've got so many things planned, but I'm also really excited to get back stuck back in in January. We've got so many plans, whereas last year I was a bit like, do you know what?

I could quite easily not come back to work. That's how I was feeling at the time. I was feeling slightly de-motivated and do you know what I think that we all go through that. And I think it's important for us all to talk about these times because it would be disingenuous of me to pretend that I'm on all of the time because I'm not. And last year I had about four month period of hibernation. But what was really interesting is just before that hibernation period kicked in, I had created a ton of content. I batch created a ton content in one of those moments of feeling that sort of divine inspired time. I'd been jotting down all of these different ideas and I batch created a ton of blog posts, YouTube videos and some, some other bits and pieces. and I really dug into that and I strategically created that content, which I'm going to talk a bit more about in this episode about how I do that and what I believe to be the best content strategy for you guys moving into 2020.

But I did this and I had my tools and I have my team and I have my support and that content and outs and that content saw me generating thousands and thousands of pounds during a time where I wasn't really working as such, I was still delivering to my clients because out of everything that was the bit that I was excited to do. I was excited to serve my clients. It was the visibility piece that I was less excited about. I felt exhausted from feeling the need to be online all of the time. but having this batch content that I'd strategically created with these different points in mind, which I'm going to come to, it saw me through. And, this is something, that I talked about openly and I think I mentioned Alessia in the first episode of this podcast, Alessia Pandolfi and she was like, 'this is what I need'.

'This is what I want. I am exhausted from feeling like I'm being visible online all the time and I need a more strategic way of working when it comes to my visibility because I also got a lot of deliverables and output that I need to give my clients. I feel like I don't want to be feeling like I'm being taken away from that. I need to be able to balance and actually enjoy life and enjoy my business.'' So whilst Alessia had a few things that she came to me with. She wanted to create a high ticket offering, and she wanted to feel comfortable in her pricing. But another one of her big goals was wanting to create content that converts, that creates those sales. But without feeling like she's having to be 'on it' all the time. So she caught wind of this and that's about the time that we actually started working together to do the same thing.

And she's done it. She's gotten a ton of time back. she has a very strategic content plan that is generating high ticket clients, which is exactly what she was after, which was fantastic. And by the way, if you guys want to do the same thing after listening to this episode, don't forget to book a call with me using the link in the show notes. That's bit.ly/claritycallpodcast. If you just click on that link and we can discuss how to start creating that strategy for you for 2020 but I think it's really important, like I said, to batch create content when you are feeling inspired to do so. Really dig into that and carve out time. Now, just very briefly, I want to talk about the times where I do also feel like content creation can dry up.

If you haven't done it in a while and it's that starting it back up again and you've been waiting to feel like, you know, when am I going to get these kind of inspired downloads that Jen is talking about and you're waiting any waiting and it doesn't ever seem to happen. Well, this is the thing, sometimes it won't. Sometimes you have to force yourself to get into that creative space. That's something else that I found as well after hibernating for a long period of time, I've actually felt that it's necessary to, okay, I've waited long enough now and it's not coming. I'm going to have to start, you know, start the tap dripping and it is a case of a blank sheet of paper and carving out the time to start creating that content and just starting, even if it is rubbish, drivel coming out, just got to get that flow.

it's a practiced skill that you do have to keep going, going with. So do make sure that if you are in that space where things haven't been flowing, you just got to start. Just make a start and it will come. I'm going to talk about some points a little while, which are hopefully gonna help you to think about, you know, how to, how to create that content for 2020. So there's also something else I want to mention here in terms of how the market is changing and what isn't working at the moment. And it was, my coach Jessica Lorimer, who I absolutely adore, she had first alerted me to it, but it was interesting. I noticed it, but she sort of sounded out to me and I was like, my gosh, yes, this is the way it's moving and it's this whole binge and buy idea ... the binge...

And buy that you would create X amount of hours of content and people will go and they will binge on all of your stuff, all of the value that you give. And then they will decide to buy after watchingX amount of hours worth of content. And it just isn't like that anymore. And I would argue, has it ever been, I'm a high paying client and I'm happy to give my money away where I feel there's going to be a good return on investment. Like the majority of people who are confident in themselves that they all get a result. If they get the right help, they will absolutely, spends that money. But I am, I'm a quick decision maker. I don't need to sit and binge on hours and hours of content to make a decision. and I've been spending a lot of money for, for a long period of time, particularly on my own coaching and my investing in that.

And I don't think that this, this has been working. If anything, it's been training people to sit and watch your free content and wait for more of it. And not buy, your training People out of buying. And, so I just, the massive shout out to Jessica Lorimer, because you know, she notices these trends and I wanted to share that with you as well because I think it's important that we stop doing this. We're actually not only causing ourselves harm in terms of stopping sales, we're also doing our client's potential harm as well because you're keeping them stuck in the same place by continually feeding them with this, with this free value stuff, which, which will really, if we're honest about it, it's only going to get them so far. They need more than that. They need accountability. They need to actually, I don't get to say it here, they do need to part with their money because people who pay pay attention and then taking it one step further, people who pay more pay more attention.

So you have to realize that by doing it you are actually doing everyone a disservice, including your potential clients as well. So I would suggest moving out of this whole 'constantly creating sort of free value' all of the time because it's just going to train people out of it. And actually we need to move our content into something, slightly more strategic. So my advice is to stop creating so much content. At one of my recent webinars, I asked how many pieces of content people were creating per day, per week, per month, and the answers that were given, were either loads or not enough, either loads because of the constant need to feel like they're visible or not enough because they didn't feel like they were being visible enough. And I even had one or two people say that they'd given up because they weren't seeing the traction they or wanted from their efforts.

And you know, I think that's possibly one of the biggest concerns for people who are creating content, aren't seeing the results is will this actually work? What is the point? And they're getting tired of trying to, you know, be out there and create the stuff and it's just not hitting, hitting the Mark. One of the biggest reasons that I've seen for this problem is that people don't understand that there are different layers to your content marketing. So we feel like we're being visible all the time and we get out there and we're on LinkedIn, on the public feeds or out there on our personal profile on Facebook and we're doing live videos, we're posting our little tips and tricks. we are going into perhaps different groups and different places even let's take into account networking events and we're showing up to them and we're showing our face.

But nothing, nothing seems to happen. And the reason is, is because that's just the first layer of your content strategy and actually what you're not doing potentially is inviting them into the next layer into a more intimate conversation. That can't necessarily happen in public. It really depends on, on your industry. and what your helping with as to how open people are about having those types of conversations in public. But even then, even if someone is having this great conversation with you in, in the comments of a social media post or, or even for instance has replied to one of your emails to say, Oh my gosh, that's resonated so much with me. We need to take that conversation to the next level and we need to get them into something more intimate. Whether that is inviting them to have a discussion with you on a call and actually, you know, speaking to them there or offering that conversation in a different space, perhaps in a direct message.

and this depends on platform to platform, by the way. You try and do that on Facebook and people kind of get that, Oh, stranger danger don't, don't type messages to me in my inbox on LinkedIn, that's far more acceptable. So you do have to look at the different platforms that you're using for your visibility to understand if, if that's appropriate, if you're networking, inviting someone to go to a one to one is totally it wholly acceptable. So you do have to kind of look at the different ways in which your being visible as to whether it's appropriate or not, but you do still need to take it to the next level. We can talk about this in terms of just a for now for an easy, way of describing this is that perhaps your out there on, on your Facebook feed and your talking, about a problem that your prospect is, is suffering from and you are looking to talk around that and talking about how you help to solve that problem.

That's great. But then where's the invitation? If people aren't asked to do something and there is no call to action, then they'll read it and go all that stuff. That's great. It's, it's highly unlikely that people will reach out to you if they haven't been invited to. So you have to give them some kind of information. If, whether that is send me a personal message, whether it's why don't you find out some more information here and download this content. Then you've got their email address to get them somewhere else, to get them into a more intimate conversation over in your email. Whether that is, come and join my Facebook group where again, that pulls down that that fourth wall where, where they feel a bit more special, a little bit less vulnerable in that public situation, they feel freer to talk. So think about your content as a journey and as a funnel and make sure that all of your content has a call to action on it.

And that could even be PM me or it could be book a call here and just having that call link so that people know that they can do that and that, you know, that's how you get in contact. And it's a very, very simple tweak, but it can yield so many results just by adding that call to action into your content. So how about the actual contents of your content? So I want to talk you through my five points that I believe are crucial to your content standing out in 2020. And then I'm going to talk you through a very simple content creation method that I use. So the first thing that I believe is very important is relevancy, and by that I mean is that if you want content that captures the right audience, you need to be putting out the right kind of hooks or bait for want of a better word.

If you want to catch a certain type of fish, you've got to have the right type of bait, and that might sound very kind of alluring, but it's the most simplistic way I can describe this because what I see so much of the time is people putting out some sort of giveaways. You know, you have enough free iPad or a free Amazon gift card, you know, if you come and do this thing or join my wait list or whatever else. Now everybody wants an iPad. Virtually everyone wants a gift card. Like who wouldn't want that? And that's the question you need to be asking yourself actually is, who doesn't want my thing? Well, who am I excluding? And who do I actually want in? Who is the person that's actually going to end up buying from me? So when you're looking at putting content out there, it has to be congruent to what it is you're selling.

The same buying intent has to be at the forefront of your content. And in this same thread is when they actually go to buy from you. So have a good thing about the relevancy of what you're putting out there and who it is you're trying to attract. And when you're writing your content, think about one person or one entity, and I use the word for instance, if you're thinking about a particular type of corporate organization, we have to think about one person in order to make sure that our content isn't irrelevant, broad or fluffy, and that we're actually really laser targeting the content so that when they read it, it truly does resonate with them. So it's like, okay, wow, yes, this person who's writing this totally gets me. And that's exactly me because the next thing is that has to be meaningful. If it doesn't mean anything to anybody, then it really isn't going to be read.

Watch, listen to, you have to make sure that you connect with people on a meaningful level, whether that's through emotion or whether it's through understanding or you know, whatever that is, but we do need to make sure that, that it's meaningful to them. So relevancy and meaningfulness. The first two things that you need to be looking at when you are creating your content, does it have those elements in that? If not, then go back and look at your ideal client and get that clarity first around who it is you're speaking to because it's from there that you create great content. The next thing, the third point is creating something that is both intriguing and fresh. One of the best ways to get people reading, watching, listening, and continuing to read, watch and listen, is to build in curiosity, to build in that intrigue, that interest in every line so that they are, you're opening up a loop that has to be closed.

It's like leaving. You want a cliffhanger that you can't, you can't not know and that's what you're looking for in all of your content, particularly when it comes to your call to action. So when you're looking at how you're building that content, you want to be thinking by the time you get to the call to action. They need to be salivating or frothing at the mouth to get that next thing. So have you built that urgency? Have you built that intriguing curiosity for them to find out the next thing whether is to directly speak to you or whether it's to download something or go somewhere else. You need to be priming them with that curiosity and that intrigue and that need and want to find out more. But on the other side of this, it's also ensuring it's fresh, I guess as you probably have its own point in itself and that's if people have already heard the message before, if they've already seen content like it, then they're going to tune out.

And this is where all the people out there who copy other people's content are going to be failing miserably because at the end of the day, you have to write from the heart. You have to write from you, from from your mind and your mindsets. It's got to be unique to you and you have to write it in a way that has a style that grabs attention. Like I said, if the message has been heard a zillion times, they're not going to, they're not going to tap into it. They need to tune in because it's something new and fresh. So when you're looking at your content also, you know, I don't know what you to get stuck into comparison. It can't comparisonitis mode. You know, if at this point it's about just getting pen to paper as it were and getting something out there and that's going to help you start from where you're at, then go ahead and do that.

At the end of the day, it's better to get started than to get stuck. But if we're looking for excellent content and you're looking to take it to that next level, looking for that freshness and what you're creating is very, very important. And then the next thing, the fourth point that I want to mention is sophistication. Now I'm talking about sophistication in a way that again, we have to look at who are we targeting? Who is this content designed for? And is the message that I'm providing? Is the information within this, this article, this podcast, whatever it is you're creating, is it sophisticated enough that's going to blow their mind or is it going to fall flat? Because again, they've heard it before. So sophistication in your messaging is very, very important. So think about your ideal client and where they are on their journey and actually what is it that they need to hear in order to get them to sit up and listen and take action.

Because if it's an immature marketing message, it's not going to be listened to, are going to be, you know, not necessarily even, it's not even going to resonate with them or anything like that. They're just beyond that stuff. Now. So be very clear about where, where your ideal client is on the journey. Yes, you might understand your niche and your industry and you know, a ballpark of, of the, of the type of person that you're, you're helping, let's just say entrepreneurs for the moment maybe, but actually where are they on their entrepreneurial journey? Are they starting out, you know, is the messaging you're giving way too overwhelming for them? Is it too sophisticated or are they further along the line? And actually you need to make sure that you are upping your game in terms of showing them that you have intelligent knowledge of where they're at and a true understanding of the level of which they're at, so sophistication is really important.

And then the next thing, the last thing that I think is so important to inject into your content for 2020 is thought leadership. Now this is something that gets missed off so many times. And when I'm talking about thought leadership, I'm talking opinions. Okay? So if we're going to talk about this in layman's terms, that's what I, what's what I mean here. And to be a market leader, this is so important. You need to express opinions about the things that matter to your ideal client that are relevant to your area of expertise or industry and the actually take a strong stance. So why did we find it so hard to inject this into our content? The first one is we're scared of the feedback and criticism that comes with sharing a strong opinion. You might be perhaps even unaware of the opinions that you have because you're out of touch with what's being shared in the industry.

And if that's the case, there's an easy fix. You just get in amongst it and become more aware about what other people are talking about. That's not a hard thing to do, so you make sure that you are making an effort to do that. If you're feeling a bit out of touch with, well, you know how, because if you don't know the different sides of the coin, you don't know where to sit. So become aware of where you sit and really stressed that opinion or the perhaps we don't believe that our opinions matters. That's also another one where we worry about sharing an opinion for the sake of getting attention that might bring an negative response. Now this is the thing is whilst you need to inject opinions and thought leadership into your content, be intelligent about it. Don't do it for the sake of stirring the pot because those are the types of posts that tend to backfire.

I do believe in absolutely researching all the sides and really putting yourself in the shoes of each side of you know, if the argument as as it were, because I think unless you can come and have an understanding from all sides, you can't form a strong opinion because you'll just somebody that will come along and we'll fire you down because you haven't really thought through what you're talking about because you've just decided that you need an opinions and you're going to have one, and then you just look like a fall. Again, I'm not one to mince my words. If you found out by now on this podcast, I'm not going to fluff it up for you. What I'm doing is I'm helping you to be a better leader and in order to be a better leader, we have to be thinking strategically about forming those opinions.

So do your research, do your thinking time on the opinions that you're going to putting out there to ensure that you have a well rounded one and that you are happy to defend your point of view. Because at the end of the day, let's not pussyfoot around. You're going to get trolls. Okay? And there's no point we saying, well, you'll be fine because people will speak up. They will have a different opinion. But who are you trying to attract? You know, from what side of the coin are you trying to get people from and all of those other people who don't resonate with that opinion, they don't really matter, but nobody's going to pay attention to you if you consistently sit on the fence. People want you to be fighting for them and their cause. And if you're not on their side, they're not going to feel that resonance and that connection and that trust because they need you in their corner.

So who's corner are you in and what is it, what cause is it that you are fighting for? That would be my biggest piece of advice when it comes to thought leadership to find out those things because then you can really get behind that cause and you can defend it for you know, on behalf of those that you want to serve. If you truly believe in what you have to say and it comes from a place of good intention for the people in your market, then why not share your opinion? And if you believe in the work you do and you get great results for your clients, your opinion matters. Some of the world's most love leaders or thought leaders, Brene Brown, Gary V, that also depends on what side of the coin you sit with, that Seth Goden, Martin Luther King, Nelson Mandela, Winston Churchill, they all had very strong opinions and still do.

Some of them have very strong opinions. Sharing your opinion. Does it mean you have to be a Dick about it? There we go. I'm going and have to put in an explicit on the, on my first several episode on my podcast. But even then you're still gonna find people who disagree. You can't be a thought leader without ruffling a few feathers, a great quote, from Debbie Millman, the queen of branding. I just want to read this out to you. She said one piece of advice I think that we should ignore is the value of being a people person. No one cares if you are a people person, have a point of view and share it meaningfully, thoughtfully and with conviction. And I just think that sums it all up. In order to resonate with people and for people to be back you up, be in your corner, you have to find your tribe, your people and the meaning and conviction behind the cause that you are supporting.

A really quick tip to help you start creating some great content for 2020 is first of all, in fact, I can do this in two parts. And the first thing is, is get clear on who you're speaking to and not just in a, in a general or I knew who my ideal client is not filled out an ideal client avatar. Brilliant. I mean, really get clear on the kinds of problems they have. What are their goals? how is it that these problems are impacting them? What symptoms are they experiencing and not from a place of being in an ivory tower and knowing will I know what's wrong with them? I know what the root causes. Yes, you do know what that is because you are the experts, but they need you to come at it from a different level. They need to know that you get them and that you understand what they're experiencing both from a positive and a negative angle.

So you need to understand who they are, what makes them tick, and really what is going on at that. That third layer that isn't just, you know, tick, then they need to lose weights, well I can help them because I'm a weight loss coach. Know what, what is really going on for them specifically, you know, are they also diabetic? how is, what's the biggest problem for them because if they wait, is it perhaps that their sex life is on the rocks? Is it that they can't bear to show themselves up on stage or to stand up in a meeting? Like how is it impacting their life specifically? And that's where you can really dig into a specific person that you can help. And that's when you can really start to specialize. And when you do that and you, you have that grounding and who you're talking to, your content really comes to life and really starts to make a big impact.

So after you've got that clarity, I tend to write down the three things. What are their goals? What are their problems that achieving that goal? And then what are their objections to doing something about solving that problem or achieving that goal? What is going on for them that is stopping them from taking the action. So I write all of these D three things down and Trello, by the way, just a bit of a product placement there. Trello is a great place to do this. Google it if you don't already know about that. And you can use the three lists, columns to write down goals, problems and objections. And you can list out those different things side by side so you can really see them. and then you can look at your USP's and or even just your selling points. You know we've talked about your concrete USP in the first episode of the podcast.

So if you haven't listened to that, make sure you go back and listen to it because that's extremely important to have. But then also you just have selling points as well that might not necessarily be unique to you, but they still serve as a, as, as a good selling point. So you want to be looking at all of those, have those at the ready because then you can say, okay, so how does my selling points? And my USP and my knowledge around my industry and what I do, how can that help each of those areas? And how can I educate my market? Or in fact, let's even think about this now, my individual within that market. Cause when we're talking to one person, how can I help that individual within that market to overcome those problems, achieve those goals and change their mindset around their objections by coming from it at a different angle.

And that's where you can inject that thought leadership into your content by helping people to see things differently come, come at it from a different angle to help them overcome that, their fears, their objections, their concerns, their confusion, the lack of clarity that they have. The, I don't know if this is possible for me that, I mean there were the objections around this and the individual to the person you are looking to serve. So if you can find all of those things and you can look at how you help each of those points, you can start to create content around each of those different areas. Sometimes we're pulling it all together. Sometimes by singling out a particular problem. Sometimes I singling out a particular objection. Now the more technical the objections gap because the objections, journey can go through whole different stage. So for instance, the first objection could be is it possible for me that I can overcome this challenge or is it possible for me that I can achieve this goal?

And you need to create content at that first level that helps them experience that, yes I can, I work here now and it's possible for me. Then another objection pops up and another objection pops up all the way to when it comes to buying your particular package and you need to create a piece of content around the price objection. You know, why does it cost this much? How can you help them make it more affordable by payment plans? They know that's your selling point is the payment terms potentially, but actually they can pay over a certain amount. So you can see that the objections change every stage. But there is gen generally a sequence of those objections they have on one after the other and they won't even get to the price objection because they're still at the objection of 'is this possible for me?'

So you have to be very clever about creating that content that overcomes those objections that each of the stages, now this might sound all very complicated and to a certain extent, yes it is, but let me tell you, it's necessary. If you want to succeed with your content in 2020 we all have to up our game slightly because people are inundated with content all of the time and they're choosing out of 80% of it because we just gone perhaps even more. I'm picking that figure out the air. I'm basically telling you that their tuning out of a lot of stuff, and if it's not resonating, if it's not meaningful, if it's not helping them move along that line to make progress, then they're just going to tune out of it and it's not going to hit them at all. So whilst it is getting ever so slightly more complicated, we're going to have to get better at doing it because if we don't keep up, if we don't start being more strategic about how we create our content and seeing it as a journey and using those call to actions to take them through that journey, then we're just going to get left behind and you're going to get left in that.

That whole problem of, well, I'm visible all the time, but I'm never seeing any traction. I've never see anything happen. Well, it's because you haven't got all of the pieces together quite yet. And the thing is you can't be that. You cannot be perfect. There is no way that's possible, but you can absolutely certainly work towards it. Like I said at the beginning of this episode, Alessia was in, was in the exact same boats. If any of you listening who was feeling overwhelmed by creating the content for 2020 and they thought that doing the behind the scenes office walkthrough and chucking out and curate some curated content from other people was going to be enough and you're now thinking, okay, I'm going to have to really up my game. But it's all quite overwhelming. Alessia was in the same spot as you when she first started working with me.

Now, you know, she's not a content specialist, but I get people coming to me who know that, that, that she's worked with me, complimenting us on the content that we've created for her and she gets people coming from it, you know, high paying clients from that content that was not happening before and it's taken, you know, it's taken a good six months for her to really hone in that talent. The, the results started happening much quicker, but she, you know, in order to master the way she created content and to actually see those continuous solid results, it does take time. It isn't a quick thing. So what I don't want anyone to feel is concerned or confused that it's not happening right now, but you have to start somewhere and you have to. The first step is recognizing that it's time to up your game when it comes to content creation for 2020 so there we have it.

Those are my biggest tips I can give you to start dominating your niche, dominating your market with your content moving forward into next year. I wish you the best of luck and if you need any help with with doing that, without, without creating that content plan, finding more clarity on who it is you're targeting to create it, then do make sure you book that call in with me at bit.ly/claritycallpodcast And get that call booked in and it's been great speaking to you guys about this. Again, hit me up at jen@jen-hall.com if you have any other questions, anything that you want to say, have your say do let me know. I love hearing from you, and do make sure that you subscribe to the podcast so that you don't miss any episodes and I'll see you in the next episode.

Raising your prices for high ticket sales
Nov 29

Raising Your Prices for High-Ticket Sales

By Jennifer Hall | Podcast

In an uncertain market (not mentioning the B word), adding a high-ticket / premium income stream is a paramount solution for ensuring your business has the financial stability to thrive. But raising your prices can be a scary endeavour and where on earth do you find high-paying clients?

In this episode we cover:

  • Who is a ‘high-paying’ client
  • How to raise your prices with confidence
  • Why nothing is ever too expensive
  • The four areas of a High Value Mindset that will see you selling at a premium price point with unshakeable confidence and ease

Links mentioned in the episode:

bit.ly/claritycallpodcast

jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.
(00:00):
Welcome to this next episode of the Expert Unrivalled podcast. If you're looking to raise your prices or add a high ticket income stream to your business, then this is the episode for you.
(00:19):
I'm really excited and very passionate about sharing the information within this episode because I truly believe that adding a high ticket income stream to your business and raising your prices is the best thing that you can do at any point. Even if you are selling a low ticket item. I genuinely believe, as I mentioned the previous episode, that it's the best and right thing to do for your business, particularly in the uncertainty of the market as it is at the moment. It's a smart move. We were talking in the day with my other half Andy around how we can secure the business in terms of making sure that we always have money coming in from some kind of direction and it's about having those different income streams within your business and adding this arm of high ticket is a great way to do that.
(01:17):
Because if some of the volume of sales dries up, if you have a high ticket income stream coming into your business, it gives your business that cash injection that's necessary. You don't need such a large audience. In fact, you can get a huge conversion of high ticket sales from a relatively small audience. So I'm so excited to share this information with you because I believe it's going to be truly beneficial. Now I've just come back over the last couple of days from Hans Zimmer concert. I took my other half, Andy, for his belated birthday because I was actually at a Youpreneur conference and we stayed at the Intercontinental hotel. Now. It was absolutely brilliant. Show stopping. I absolutely loved it, every moment of it. But the Intercontinental was almost a last minute add on when we realized that we didn't want to be rushing, trying to get back to Cardiff from London.
(02:15):
And so I wanted to treat him so I thought I'm going to pick a decent hotel to spend the night and really turn it into a real experience. Now everything about the Intercontinental when it comes to food and drink is expensive. We, we went up and we drank in the Sky Top bar, I think it was called. And the views of London were incredible over the O2 stadium and seeing the Barclays building and just this landscape of lights and city beauty it was just incredible, really breathtaking. And we take a look at the drinks menu, you're looking around about 16 pounds a cocktail and looking at I'm an absolute massive fan of vodka, not such a big fan of cocktails.
(03:07):
I don't know. You know what you guys like, I'm relatively boring when it comes to drinks but I really, really enjoy a good vodka. And I was looking at the vodka list and I was like, wow, you know what? I'm going to treat myself to a premium shot of Russian vodka. And so it was 15 pounds a shot. It was just amazing. And I'm like, do you know, I really want to taste a real premium vodka. And then obviously you've got your mixer on top and everything like that. So we're talking, you know, high-end prices when it comes to paying for your drinks in this place. But my gosh, wasn't it incredible? The taste was unbelievable and I know you're listening to this and thinking. 'Vodka Really? It can't be that much of a difference, but genuinely trust me now, when I first started drinking vodka in Gran Canaria back in the day, a few, many years ago, I remember drinking from a bottle of vodka that still had soil in the bottom from where they'd harvested it from potatoes.
(04:06):
Oh, that was grim. So this was a long shot. A long way. You can definitely taste the difference within vodka is when you're, when you're a connoisseur of vodka, like I am not yeah, I tasted this vodka, the whole experience of the service of how it was presented, how we would treat it, the way the, they brought over the snack balls. If food was, we decided what drinks we were going to have, the way we were positioned by this window with this breathtaking view. The whole experience. I did not care that it was 15 pounds a shot. It was worth every single penny. And so that's where I'm sharing the story with you today because I truly believe that when you offer great value, the price really doesn't matter. Nothing is ever too expensive. If you are providing incredible value. And I want to show you on this episode today how you can do that now.
(05:05):
A couple of clients of mine that I've worked with in the past spring to mind when it comes to high ticket sales, one from one part of their journey and another from a slightly different angle as well. So let's start by talking very quickly about Julie. Julie is amazing. She is a food addiction coach. This is something that we worked on with her because when she first came to me, she was very unsure of her niche, which way she was heading. She knew it was all around nutrition and food, but she didn't quite know how to angle it. And when we really dug into her story and her experiences and her passions, we, we started to realize that heading in the route of becoming a food addiction coach was definitely the right place for her to be. But the biggest thing that was actually weighing on her mind more than anything else was actually charging high prices.
(05:59):
She'd been taunted by someone close to her, I say taunted that's a sinister word, but they did say you're going to struggle to sell that for 300 pounds. And so she had this mindset around how much she could sell her services for and that if she;s going to struggle to sell at 300 how is she going to survive as a business? And all of these fears were coming up. By the time we'd ended up working together, she'd sold a package for two and a half thousand and that was within two months, if I can remember. ,We Had created this incredible valuable package to the right person with the right problem, who needed her help and she was able to sell it like that. No fuss, literally no bother using her words. They just said, yes, let's do this. There was no convincing needed and before she was struggling and she was convincing and she was trying to drag people through a hedge backwards to get them to buy her products at 300 pounds.
(07:05):
And the only difference is in how you articulate the value. And that's what I want to come on to to tell you a bit more about in this episode is how to do that, but also how to improve your mindset around your high ticket packages. Another person that comes to mind here is somebody called David Williams who was an amazing client and now turned very, very good friend. He is an international education consultant as well as many other things. He's what I call a proper entrepreneur fingers in all the pies. And he came to me having got some incredible results from a independent school where he goes in and he basically looks at their entire recruitment process for students and re retainment and sees where he could improve it and implements the deliverance of change within that process to retain more students and to get more students on boards so they can, you know, independent schools are a business at the end of the day, as well as being a great educational organization.
(08:13):
But they needed to have, kids in spaces and they needed to keep them there and in order to keep going, that was extremely important to them. So that's what he does. He goes in there and he'd done this and he charged around 10,000 pounds for this experience before and he just knew that it was worth so much more when he saw the return on investment that that client got, he realized that his services were worth so much more than what he'd had priced it at, and this is the thing, sometimes we have to start somewhere. We have to get that testimonial, that proof that our system works before we can start charging more because this isn't about just charging whatever you like or charging what you think your worth is. This is about charging what your results are worth. And it doesn't always come down to money either, which is what I'll come to talk about in this episode as well.
(09:08):
But you know, in this instance he was saving them and gaining them a lot of money into their school. And so realizing this, it was important for him to charge what those results were truly worth to them charging for the transformation. And we worked through his packages, the articulation of those packages. We also looked at his process because he was going in and he was delivering a lot of stuff for free and without doing himself of a sale because he was giving so much up front. So we looked at how we could tweak that, how we could look at that sales process. We looked at the articulation of his packages and we put an appropriate price point based upon him having that clarity of, okay, wow. Actually I can see now by presenting it in this way, I can see the true value of what I'm offering and he could have a better and more of an unshakeable confidence around charging what it was truly worth.
(10:17):
And so these days he's charging 8,000 pounds a month to work with an independent school or education system to do what he does, which is just incredible. So if you're looking to get these kind of similar similar results, whether you're already charging 10,000 pounds or whether you're charging hundreds of pounds, whatever that might be, if you've got the inkling that you know that you need to up your pricing, then I'm so pleased that you're on this episode because I'm going to be sharing some more gold with you, but also do a call in with me to chat how we can make that happen for you. The link is in the show notes. But the link is bibit.ly/claritycallpodcast. You can book that in and we can have a chat around how we can work together to start adding that high ticket income stream into your business.
(11:13):
So market leaders never apologize for that pricing. They don't apologize. They are charging what some people might consider excessive amounts of money. They charge it because they truly believe in the worth of their product. And it's also been validated as well. People are buying it. And the thing is is that you're not trying to sell to everyone. If you're trying to sell to everybody, you're doing it completely wrong and you will have already found out that it doesn't work, that you're not making the sales that you need to make. It's about finding the right people for your product. Or in fact, let's even turn this on its head. It's about creating the right product for people with a, either a big goal or a big problem because the bigger the goal or the bigger the problem, the more people are willing to pay for it.
(12:12):
So if we look at an aspirational brand such as Apple, people really love Apple products, they want them. It's really important to them that they have the iPhone to go with the MacBook pro that goes with the AirPods. They love the fact that they all link in together. The fact that they have this incredible design that they have these USP that it gives them this identity of being a creative or someone who is on board with that brand. They love all of that. It's a very big goal and Apple isn't sitting there apologizing that they're charging X amount for whatever. They're unapologetic about it. It is what it is and their market validates that by purchasing it. But there will be people out there who will not pay those prices, who refuse to pay over the odds for their iPhone and they'll find a cheaper model because they don't value the brand as much as the next person.
(13:11):
They perhaps don't value what that company stands for. They don't value the USP because they're not the right kinds of kind of person. And so it's being very clear on who it is, the people that you are trying to target is extremely important. So it's not about trying to find the person with the most money. It's actually about finding the people with the biggest goals and all the biggest problems. Because I've used Apple as an example because I think sometimes we, we get confused with our business. If we're an aspirational seller, I'm one of those people. I'm an aspirational seller because yes, I do solve problems. And I think it's very important that you still solve problems. If you listen to my previous episode, I talked about how Apple solved a big problem for me by having the Mac operating system within their computer because it makes it faster.
(14:05):
I still had a problem that I wanted, wanted to fixing so you have to have both. You know, there's gotta be some sort of angle, but you will lean more heavily on one than the other. And so when I'm selling in my business, I massively lean on the aspirational aspect because that's what my client wants, that they want to be a market leader. They want to be somebody who is absolutely killing it in their industry. Who is getting that recognition? Who is being quoted, who are getting invited to the best stages. That's who they are. They have that ambition, but there is a problem getting in the way of them reaching that. And so I have to balance out my aspirational selling by also solving critical problems because they logically need to justify why they're spending a of money with me. And I genuinely believe if you're not solving a problem in your business and you don't have a business, problems are so, so important it to be, to be solving.
(15:01):
And so find people that if you are somebody who perhaps leans more on the, well, I call it shoot the shark or build a bridge. So the aspirational sellers are building a bridge to the, to success Island. And the shoot, the shark people are helping people who want to get over to that Island. Absolutely. But there's sort a grizzly, horrible shark that's about to bite them and they need to get rid of that shock first before they can start making steps towards it. So you have to look at the type of person you're helping and where are they on their journey? Are they at a critical bleeding neck issue moment they need solving first and foremost before they move forward or is it they want to get somewhere, but there are a lot of hurdles and challenges in the way. So whereabouts are they in the journey?
(15:44):
Identify that, understand who it is you're serving and that's where you will find the most value that you can help and offer somebody. And that's what you can start charging a higher ticket amount for by finding those kinds of people. So we've talked about people and the types of people that you want to be targeting in order to help them solve those critical problems and those goals. But we also have to offer them something that is going to solve that problem. Now, I'm not going to labor this too much because we talked about it in the previous episode and if you haven't listened to that yet, make sure you go back to do that at this point because this is where having that unique magic bullet, that productized USP is really important because that is the thing that is going to help them achieve their goal.
(16:34):
Or solve their problem that is unique to your business. There is a one of a kind offer so that you're not positioning yourself as an apples for apples offering your something that is very different that stands out amongst all of your other competitors doing similar things because it doesn't matter how far you niche down, it doesn't matter how targeted you are on your ideal client. There will still be other people out there doing what you do and if they, if there isn't, they will be. Because as soon as that market's identified, there's going to be people jumping on the bandwagon. So you have to find a different route to differentiate yourself other than just trying to find this blue ocean, which really these days just doesn't exist. I started out as what was what I was known as the niching queen, the clarity queen.
(17:23):
And in my experience over the many years that I've been doing this, most markets are saturated and you're going to find a very hard job to niche yourself and find that market that is completely untapped. I never say never, and I won't say it's impossible, but it's extremely unlikely, there will generally be someone else out there doing the same thing as you. So you need to stand out and you need to show your market that you're the person to buy from and say, we need to take that concrete USP and we need to pull it into all of our products so that they can see that it's that product that they absolutely need, that that product fits them like a glove. I love this analogy because they need to know that you are the specialist in helping people just like them, and so they need to know that the product you're offering is meant for somebody like that because you know how many times I've heard both from feedback from my clients and myself in the past where people are like, ''this sounds great, but I'm just not sure whether it's for me.''
(18:26):
You need to make sure that you're articulating these offers in a way that helps them see that it is for people just like them, that it solves their specific problem. It helps them achieve their specific goal that they want and that you have that formula to help them do it. Now again, we can have this resistance to the word formulas, but when it comes to creating packages and programs, it's important that people know that you've got a roadmap because whilst people buy emotionally, first off, they also require the logical reasoning behind why they're going to give you that money. Because you have to have both. This isn't just about one or the other. You've got to have both. You've got to have that emotional connection. With that, the fact that you get and understand the situation, whether that's, you know, to solving a problem or aspiration, they, they also need to know that you've got that roadmap that's been proven before to get people to the, to the result that they want so that they have that trust and that you have that credibility.
(19:27):
So we do have to be smart when it comes to creating our products and we have to lay it out in a way, not only to them, but to ourselves to really truly see the value of it. Because obviously the next stage then is looking at how much are we going to price this? Now we have to look at the transformation. There's a few things that we look at when we're looking at pricing that particular product. We have to look at, okay, so absolutely how much delivery am I going to be giving on this both during delivery of the service, both before, perhaps in preparation. Any extra support that you're giving after or any added support that you're offering during the, the, the core of the delivery, you do have to look at the amount of time and energy spent with that person.
(20:19):
This isn't about creating an hourly rate here. We are moving away from that. We want to be charging for the transformation, but we still absolutely have to keep it into account, take it into account the amount of time and energy that we're spending with these clients. Once we've looked at that, we also need to know, okay, so what is the result? What is that transformation that we're giving them? And then what is the impact of that transformation? How far does that go? How, how is that impacting their relationships? Then finances, their mindsets, their confidence. You know, it's not all about the money. You know, health coaches and weight loss coaches are making an awful lot of money out there and the return on investment isn't money. It's about having that, you know, whether it's to do with getting their life back because that's that critical that they need to change something and their life in order to live longer, which is extremely critical and people will pay for because they want to stay alive and they want to be healthy or they'll pay for it because they want the body of their dreams.
(21:20):
You know the, it doesn't always have to be a monetary return on investment. That's really important for me to make that point because so many people in different industries get stuck. They go, well you're making a ton of money because you're a business coach and you're making, you know you're helping people make a lot of money. It's not necessarily about that. My ideal client absolutely is hiring me based upon that return on investment. Cause they want to know that they're going to make more money in their business. 100% but you know, we're not all serving entrepreneurs and all serving that particular market. So it's important to identify who we're working with and to really understand what, what makes them tick. What are the buttons that we have to push, what's important to them? What do they value the most at the moment? Why would they spend you know, a high ticket price point without batting an eyelid.
(22:09):
What is it that we have to tap into? So we have to look at the full impact on their entire life, not just the immediate result that they want, whether that's the body of their dreams or whether it's the, the, the business that's, that's turning over a lot more money, whatever that might be. We then have to look at, okay, so how is that affecting and impacting the rest of the areas of their life? There we can see a true value of, what it is and the impact that we that we're offering. So yeah we have to take into account that we have take into account the transformation. We have to take into account how much energy and time we're spending with them. Then we could perhaps think about what else is added into the offering - is it a luxury offering?
(22:49):
High ticket doesn't always have to be about luxury, but let's take my Intercontinental experience for example. It was a luxury experience, it was high end. And so I'm on top of all of that. I'm perhaps delivering the service in a particular way that creates that luxury experience. People will pay more for that. So you have to look at the entire package of what you're offering both in time, energy, results and experience. All of those things are very, very important. And then we can also look at, in terms of building this high value mindset, which I believe is really, really important because you have to feel, feel the value of what you're offering before the market will see the value. So we have to look at, okay, so what is the consequences of not taking this offer? If most the impact, if they choose not to, what are they leaving on the table?
(23:48):
What is going to get worse or even worse, what is going to stay exactly the same if they don't start taking action on doing something about it with us going for the goal or solving the problem and they you can dig even further into the amount of value. What's the, what's the consequence of them not having you in their lives? So you have to be very clear about what you're delivering and the impact that you have on somebody's business, life, health, finances, whatever that might be. You really have to look at that value first and foremost for yourself so you can confidently price because there's no point charging based upon what other people charge because a, you don't know how they got to that price in the first place and you're benchmarking yourself against somebody who perhaps isn't charging their worth or is potentially something that's very dangerous that's happening in the industry at the moment.
(24:40):
People who are charging way over what they should and leaving very unsatisfied customers. You have to, in order to Mark benchmark against just against somebody else. You have to know that person's mindset. You have to know exactly what they're delivering in order for you to make that judgment call. So my advice is don't be benchmarking yourself against anybody else. You have this unique offering. Benchmark it against what you truly believe it to be worth, cause you have to feel comfortable with it because if you're not comfortable with it, it's going to show in every pore of your body when you're trying to sell it and they're going to capture and they're going to know something's up, whether that's the price or not, whether they think you're nervous about the price, they might also think that you're nervous about delivering. They don't know. They're not a mind reader, but they just, they know something's not quite right.
(25:30):
So you've got to be comfortable with that. So you know when it comes to raising your prices, sometimes it's about raising your prices in stages, which is what we did with David Williams. It wasn't about going right. Okay, well I think you should be charging this. So you're going to charge, this is what are you comfortable after seeing all the hard evidence around what you're delivering, you know, and the impact of that and the transformation, the time and effort that you're putting into it. What do you feel it's worth? And let's start there. And then once you build your confidence and once you've sold at that price point, it's just about taking those steps to raise it again and again and again. And you know, this process is almost, I would say never ending because at the end of the day that the longer you've been doing something, yes, it's not the USP that people are after, but your skill level and experience and your confidence in what you do rises and you get better at it.
(26:24):
And so therefore your prices should be going up. Or you should be creating different products at different price points that are all raised in ratio, in comparison to each other so that you are delivering for what you're truly worth and you're, you're not undercharging where you should be charging more. Which now brings me on to my last point around building this high value mindset. So, so far around this, we've talked around the three PS and we've got a fourth one coming up. But just to recap, so we've talked about people, about the type of people we need to be targeting. It's not necessarily people with the most money, but it's the people with the most critical goals and the most critical problems we've looked at your product. So how can we create something that's utterly unique but delivers something incredibly powerful that we articulate that value to the client, that they shows them that return on investment, on what they're going to be giving in, and the fact that they're not going to find this anywhere else.
(27:24):
We've also looked at pricing, so how you can start to look at how you're going to price something. The fact we're not going to benchmark it against anybody else. We need to be confident in that price point, but we need to be pricing with all of the cards on the table because at the end of the day, if you're delivering something truly unique that cannot be compared to anybody else, which is the goal that you're after here, something that really packs a punch that adds incredible value, that solves a really big problem and solves a really big goal but is also entirely unique. You know, the expense really doesn't even come into it because you're willing to pay for that. You're willing to pay for that specialist that helps people specifically like them that is delivering this unique solution, this new and fresh way of working. That price doesn't really come into it.
(28:19):
People are willing to find money to pay for something like that, to pay somebody like that. Which brings me on to that fourth P, which is personal expertise and you really have to own that. And sometimes by going through the process of the first three P's can actually really help it because we get hung up on what we are worth as a person. And there's all sorts of other crazy things that start pulling into the, into the, into the park when we start looking at that. But when we look at, okay, so extracting all of my accidents and putting it into this program or product, I can absolutely see that this is, this is delivering incredible value and that whether I'm delivering it or whether someone else is delivering it, as long as we're delivering on the promise, does it really matter who? And sometimes actually by removing yourself from the situation, you can have a greater understanding and a greater view of what you're offering and what you're putting on the table for that prospect.
(29:23):
So you do have to take into account that person experience. Like I said, the more you're doing this, the more experience you have, the more weight you have behind you. You know, the more specialist and an expert you are in delivering it, the more you should be charging. So if you can grasp these four P's and create this high value mindset around your entire business, it will transform not only the amount of money that you bring in, but it will transform the desirability of what you're offering. You will start positioning yourself at that market leader level and you will start to see your confidence in what you're offering and how you offer it and your positioning within the market. It will go through the roof, so make sure you take this into 2020 with that focus on creating that high value mindset around all of those four key areas.
(30:23):
You're going to catapult yourself into market leader position, which I'm very excited for you today, so I hope you enjoyed this episode and the previous one. Please make sure you hit subscribe on the podcast so that you don't miss another episode and please do. If you have enjoyed these last couple of episodes, please do leave me a review. I would be eternally grateful and again, any aha moments. Hit me up at Jen@jen-hall.com , that will be in the show notes that you can go and click on my email. I love hearing from you guys, so if there's anything that you want to mention or ask, or even if you have a question that you want to ask around this topic, becoming a market leader, becoming the number one choice in the market, then please do let me know by email and I'll be more than happy to potentially record an episode around your question and remember, if you would like to talk to me about how you can start creating a high ticket income stream into your business, or even if it's just raising your prices, then do you make sure you book in a call with me at bit.ly/claritycallpodcast
(31:39):
I will see you in the next episode

Nov 29

Creating a Market Leading USP

By Jennifer Hall | Podcast

As a Coach or service based business, finding a point of differentiation is critical to your success in a saturated and competitive market. ‘YOU’ as a USP is no longer cutting it and it’s time to start creating a concrete USP that not only helps you stand out for industry recognition but positions you as the irrefutable no. 1 choice for your ideal clients.

In this episode we cover:

  • How to create and productise a USP that is truly unique and tangible.
  • Using your USP to dominate your niche & generate more money
  • Why your USP is critical to making it to Market Leader Position

Links mentioned in the episode:-

bit.ly/claritycallpodcast

jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00)
So hello, who here has their Christmas tree up yet? Dare I say it? It's not quite December. I'm wondering if any of you guys have your Christmas decorations out for all to see or whether you are officially putting off for as long as possible before it becomes inappropriate not to, or the kids drive you absolutely bonkers. And we haven't currently got ours up yet. But it's definitely on the agenda in terms of my daughter Ellie, who is continually reminding me that Christmas is only a few weeks away. So, I don't know whether I'm, whether you're one of these people who are like, Oh my gosh, I can't wait for Christmas to begin. Or whether you're putting it off. But either way, I'm looking to finish 2019 with an absolute bang and it's my mission to help you do the exact same thing. So we're going to go hard up until the week before Christmas.

(00:59)
I think it's the week before Christmas where I'm taking officially two weeks off. I like to do this. I like to have scheduled time that I take off. So I know that I can have that guilt free time because it is already planned in the diary. It's not work time that I'm just sort of like, you know, skiving from it is officially downtime. So I like to do that. So I know I've got the deadline that I need to make happen and I'm quite rigid with it. This isn't something that I kind of bend the rules on when it comes to that Christmas time downtime. I ensure that I want to finish on that day knowing that Hey, I have done everything possible to make 2019 the best year possible. and it really has been, there's been some incredible things going on. We've had the Expert Unrivalled, second event.

(01:48)
The UK's number one positioning conference that happened in November. I say November. It is November, it feels like ages ago, but in fact, actually it was probably only about three weeks ago. The Expert Unrivalled conference launched live yet again in Cardiff and I'm finishing 2019 by planning 2020s events. So do keep your eyes peeled and your ears primed to hear about when tickets are going to go live for that event, which I'm really excited about. The bar was set extremely high this year withExpert Unrivalled and I really do have a job on my hands to make sure that it really meets the same expectations that people have after their amazing experience. Such incredible value. We even had people in the audience saying, I felt like an actual thief sitting in the audience with the amount of gold that was shared on that stage.

(02:44)
So I'm really, really proud of that event and I'm really excited to launch that again in 2020. So all this is happening. We've got the launch of this podcast, we've got the launch of the next event next year. I've also got plans to, ,publish a new book next year as well. So there's loads of things in the pipeline. And then in my other business we're also launching another podcast. It won't have my lovely voice on it, however, because I tend to do the boring behind the scenes businessy stuff. In the other business, which is, if you don't know a company called EverTrek, which I help to run with my other half who is the mountain man who loves to be out about and is interested in all things trekking, which I do like a walk, but I've got to be honest with you, he's still warming me up to an Everest base camp trek.

(03:34)
I still haven't quite got there yet. That was going to be my next challenge I think but first of all the challenge is to feel motivated to do it. So yeah, wish me luck with that. So all the stuff's happening. I've also just wrapped up with some incredible clients, who have all created incredible points of difference to position themselves as market leaders, which has just been absolutely fantastic. I'm just going to shout out Alessia Pandolfi. I literally haven't stopped hearing her name over the last few weeks around how amazing her content is. She is, I can vouch to this firsthand actually because whilst I've been working with her in the past, she's also and will continue to, to work on my business as a tech expert. She's just absolutely incredible. And we created an incredible USP that's really made her stand out in the market and she's been selling her first ever high ticket 5k offers.

(04:32)
So super, super proud of her. Just want to give her a shout out. If you ever need anything to do with tech in your business, do you make sure you give her a shout? That's Alessia Pandolfi and if you are somebody who would like to create a clear point of difference, then you are more than welcome to have a chat and book a call with me, the link is in the show notes, but it is bit.ly/claritycallpodcast. But the link is in the show notes and you can just go in there and book your call and we can have a chat around how we might be able to work together in the future to create those clear points of difference that are going to position you as a market leader. So without further ado, I want to really launch in to today's podcast episode to show you how you can start making those first steps to doing the same thing.

(05:25)
So becoming a market leader can look different from person to person. For me, I like to define it as being the first choice for your market. For me, that really encompasses everything that you're trying to achieve when you are looking at becoming a market leader. But in order to be the first choice for your target markets, you have to be able to stand out. And the problem is most industries are saturated, most markets are saturated. And so it's really, really important that we look at creating these clear points of differences that help us stand out in the market. Because if you want to be the one that gets the majority of the market share or gets those invites to the best stages to speak on the best stages to be on the best podcasts to get interviewed, to get quoted in industry recognized platforms.

(06:29)
If you want all of this industry recognition, if you want to write incredible groundbreaking content and information and thought leadership, then it is so, so important that you do this, that you find that clear point of differentiation because otherwise you're just going to blend in with the market and genuinely I feel that this is not only the biggest point of focus that everyone needs to be focusing on in 2020 but I also believe that it is going to be the thing that will make or break a lot of businesses, particularly in the UK with Brexit looming, the market's very uncertain at the moment and so it's going to be a survival of the fittest, which is what it's like in any uncertain market. Now I'm not here to scaremonger anybody with the whole Brexit thing. And I don't want to really focus on that too much.

(07:24)
But what I do want to say on that fact is, is that you can't ignore it. We can't pretend that it's not happening. But what we can do is ensure that our business is watertight. Because I genuinely believe that if you follow the process of ensuring that a, you have that clear point of difference that positions you away from everyone else in the market and positions you as that obvious choice for your market and that you also have high ticket offerings because one of the first things to go are going to be the nice to have items. So you want to be someone who is solving critical problems and critical goals. And so you're dealing with people who are willing to spend a lot more money, which means your business are going to, it's going to get a higher cash injection, which is going to see you survive financially as well as, in terms of your brand as well.

(08:20)
So I do want to say those two things on that point because I genuinely believe that those two things are going to see you through 2020 and not just survive but thrive. So then if you're looking to create that clear point of difference, one of the first things that you need to recognise is that you have to move beyond just you being unique. So for instance, I've got X years experience in the industry. I'm creative. I, I'm spoke, I offered, I offer perhaps like a more boutique offering or I'm qualified and no one else is qualified. I'm niche. All of these things are attached to you and this is going to sound very harsh, but no one truly cares about them. And the reason they don't really care about them is because everyone else is using the same selling points. And so therefore they're no longer unique.

(09:21)
Now there's the argument as well that I really want to push forward and that is that when you're looking at USP, you cannot forget every single word in, in the acronym. Yes. It needs to be unique because it needs to be able to stand out as a fresh new offering. But also it's really important that you understand that it's also a selling point. And so whilst yes, it has to be unique, it also has to be a benefit. And just because it's unique doesn't always mean that it's useful. So it's that magic combination of the two things of, of creating something that is there is 100% unique, but it's also a benefit to your market and that that is the, they both have to be equally strong. You can't have one incredibly unique unicorn, with a, with a little bit of a touch of benefit on there.

(10:19)
It really does have to be useful if you want to be somebody that takes the lion's share of the market. So first of all is recognizing that, you know, use a USP is, isn't, is a cop out. Now unfortunately you're going to have to think a little bit harder, but don't panic because in this episode I'm going to talk through that with you. And also recognizing that what you think you have that is unique is highly likely not to be. Now, if you do after listening to this episode, then massive congrats. This is really, really good news for you. But have a listen and just see if you can identify whether it ticks all of the boxes that you need to have when you're creating a USP. Now notice I said create a USP and I'm not saying find one. Now what's really important here is that you stop waiting for your USP to fall out of the sky and into your lap or this kind of like bolt out of the blue.

(11:24)
And in a way, this might be good news to some of you because if you're trying to search for that USP and you're not finding it and you're waiting for it and it's still not happened, you're going to be really pleased to hear that you can stop waiting because it's not about waiting for that moment of clarity. It's actually about innovation engineering. Because it's about creating something that is going to be unique because I've got news for you. All the ideas have already been taken. They really isn't a truly unique idea anymore. They've all been done. They've all been said, they've all been put out there in some way, shape or form. But what we need to do is, is to be a bit clever and we need to reengineer those ideas. And sometimes it's also about resurrecting those ideas because sometimes the ideas have been put out there, but they're no longer being talked about or in fact it's perhaps a point of difference there was never talked about because no one's really thought to do it.

(12:28)
I was speaking to a friend at the pub on Saturday, around how people get in the Guinness book of records and she was saying that actually there are a lot of things they would like the fastest person in this category or whatever it was. Clearly, clearly I was focusing on that conversation. I didn't have too many vodkas, but it's around, it was around how you get into the Guiness Book of records. And even though they technically weren't the first, the first or the fastest, but it hasn't been recorded in the Guinness book of records. So someone else might start to say, well actually years ago I had done that, but they didn't record it. And so therefore the person who puts themselves forward and records that record is now classified as the fastest. So this is also a lesson in saying, you know, you have to put yourself forward.

(13:27)
You have to really shout about the things that you do because if you don't, it's a wasted opportunity and potentially someone else is going to, you know, someone else who is slower, weaker, not as good as you is going to take the trophy. So you do have to really step out and shout about what you do as a business, how you help people and your achievements and the kinds of results that you get for you get for your clients. Because if you do that, that's really going to shine a light on how you can help other people and also that you're the person to go to when it comes to that. So there we go. First of all, recognizing the fact that we need to actually create something and in an engineer it, the best way to differentiate and position yourself as the market leader to buy from in 2019 2020 and beyond is to actually productize your USP piece so that it separates you and you can actually create something that's separate from you.

(14:37)
So not only does this mean that this gives people something very tangible to sink their teeth into, it's very easily understood. People get what you're talking about because you're talking about it in terms of a thing rather than a very vague concept. It also allows you to scale because something that a lot of service based businesses struggle with, particularly when perhaps you're a solopreneur or you're very attached to your attributes and qualities as a coach or a consultant, is that you kind of feel like no one else can do it better than you can. And that is, uh, a kind of a great confidence to have, but it can also hold you back because it massively stops you from scaling because you then can't, you can't clone yourself yet. You never know it was happening in the future, but you can't clone yourself right now.

(15:35)
And so therefore you have a limit to how much you can actually deliver. But if you're looking to scale in the future, extracting the USP and productizing it will allow you to scale beyond just you D delivering the service. So these are some, you know, some really positive points around doing this process. And I call it creating a unique magic bullet, which my sister, by the way, keeps telling me it sounds extremely rude. I like to point out to my sister, she is listening that if you type in unique magic bullet into Google, one of the first things that come, comes up is actually a blender. So I just want to put that out there that if anyone else knows what she's referring to, it has nothing to do with that thing and are, please don't leave my podcast episode to go and rush to google to find out what this is because I'm about to deliver some really, really important information around what a unique magic, but it truly is.

(16:40)
Now a unique magic bullet is created from the way you help your clients achieve a specific goal out overcome a specific problem. It serves as a very reason people don't want or need to look anywhere else because they have the very solution that they have been looking for all along and your business is the only way they're going to get it, which is why it's pointless looking anywhere else. It's a new solution. It's a unique way of helping your ideal client achieve their goal and overcome that root problem. So when it comes to actually positioning your unique magic bullets to people, there is an element of education around it. Yes, it has to be explained quickly and easily because people don't hang around for long these days. They want to know what they need to know now. They don't want to have to wait or for it to be overly explained.

(17:41)
So with that in mind, we also still have to look at ways where we can educate quickly on why they are not able to solve their problem or why they are in such confusion right now about how to get there and how your unique way of doing things helps them overcome that root problem that that hurdle that they are experiencing. And it has to be innovated in such a way that it has your own entirely unique stamp on it. So it's about that engineering and innovation that we talked about so that they know that they can only get what you're offering from your business. It also means that you can name it and trademark it and own it as intellectual property, which actually further positions you as a market leader and everybody loves a formula. They love a method, they love something that is going to be almost like a magic pill.

(18:43)
Now very, very briefly take you on a slight tangent because I can feel a lot of intakes of breath as you perhaps listen to this when you think, I don't want anybody who wants a magic pill. Now I just want to not challenge you on this. I just want you to think of a different perspective. So I don't want people that want a magic pill either because I've had clients in the past who want to throw money at something and just expect it to work and it, it just doesn't happen. Even if you're selling a product, let's say a mop, you know, just buying them up isn't going to do the job you get. I have to use it. And that's the, the change in perspective. The way I want you to see this is that the, perhaps that mop is sold to you as the best thing since sliced bread.

(19:34)
So let's take joy. Anyone seen that film? Joy absolutely love one of my favorite films as a feel, feel good moment of fact. That is going to be on my list of Christmas films to watch. It's probably not a Christmas film. I don't think it is, but it will be on my Christmas list or watch. But in this film, joy is on a boat and she smashes or someone smashes a glass of red wine, and she tries to mop up this, this, this glass of red wine. And as she's doing so she's trying to ring it out and she cuts her hands on this glass and she was like, this really isn't the best way. And she has this almost an epiphany moment around, Oh my gosh, I've got an idea here. That is going to change the, the households everywhere. And so she created this self wringing mop.

(20:27)
So this is sold to you as something that's going to change your life when it comes to cleaning, it's going to be a lot quicker. You're not going to hurt yourself. You don't have to touch the mop pad. You can put it straight into the washing machine. You can rewash it. All of these amazing USP'S that are sold to you, now, you have to use the mop in order for the magic to happen. But it still feels like magic. And you cannot argue that you have not felt a magical experience like that when it's come, when it comes sort of using certain products or when it's come to getting that moment of clarity where you're like, 'Oh my gosh, that's what I was waiting for' - and that's what you're trying to give your audience. Your market is an epiphany moment where they finally feel that relief or that excitement about, I found the thing that I was after all along, so never poo poo the magic pill experience because whilst we don't want people who just want to Chuck money at things and hope that they work, it's like giving them a magic spell.

(21:37)
You're giving them something that they can use to achieve a result. It's not about pulling in those lazy clients. It's about pulling in your target market onto something that's going to truly help them if they choose to put the effort in. And that's a different perspective. I just wanted to talk to you about because there's sometimes a resistance to this way of working because I hear all the time I want to offer a bespoke experience. To everybody. And that's absolutely fine. And I agree with that because that's what I do for my clients as well. But let me just take you back to what a unique magic, but it is. And so by, in order to explain this, I'm going to tell you what it's not. It's not necessarily your entire process. Okay. Now there are no hard and fast rules with this. So there is some creative license.

(22:29)
But let me explain it to you like this. Your unique magic bullet is a mechanism within your process that makes the thing work. So if you are solving a particular problem for somebody, but they have additional needs or things, other things that they want to focus on as well, they can still get all of that and you can bespoke your service to create an experience that's unique to them. But they know that within that they are going to get that thing that they, that they know is the thing that they need. So let me explain this to you. In an example, I recently switched over from a PC to an Apple Mac. Now it's controversial as that is for some people. The reason I did it was because I was fed up with my PC being so blooming slow and I just needed it to work.

(23:25)
I just want to open it up and I just want to do my thing and I want to get on with my day without the worry and the chugging and the mouse being ill and not quite making the computer work and so and so forth. I just wanted it to work and the reason I chose the Apple Mac is because of the Mac OS system that is within the Mac, the operating system that runs behind. I don't like this. It's clear now that I don't know what I'm talking about when it comes to computers, but I don't need to know. All I need to know is is that my problem is that I need my computer to work faster at my pace rather than me having to wait for it. And I've been told that the Mac book pro that I've bought has the MAC OS system in it and therefore that is going to make it work a lot faster.

(24:13)
And do the things that I needed to do. I don't need to know how the opera operating system actually works. I just need to know that it's going to do the thing and the fact that it has some kind of science behind it. Because you know, if it was literally like if I found out for instance, it was a placebo effects, then obviously I'm going to be very annoyed and I've not been sold to properly and I'm going to take the computer back and complain vigorously. But as long as you have some science behind what you're offering and there's integrity behind it, then engineering these products and these USP to your market is going to give them something they can understand more easily. They can sink their teeth into. And more than that, here's another benefit that they can then talk about and share with other people.

(25:10)
So guys, if you're sitting here listening to me going, my computer's really slow, maybe I'll get a Mac because of that Mac OS system, it's easily understood. I've been able to explain it very quickly to you. And the concept is now in your brain. Now it might be that because obviously people don't just buy on a specific USP. And we'll come to talk about that in the coming episodes if the Expert Unrivalled podcast around the other things and the other reasons that people buy and what you need to do. Because there can be some of you sitting out going, I'm never buying Apple because you're just not with their brand. You are a die hard Microsoft fan, whatever that other reason might be for the various other reasons that you have. But for some people this could be a serious game changer. You know, I already, I was already sold on Apple, - I have an Apple iPhone .

(26:00)
I'm just waiting for someone to deliver my, my Apple iPhone 11. So I'm already an Apple fan, so that wasn't necessarily the problem for me. I'm not, I'm not particularly brand loyal when it comes to that. I'm not fast, but I am fast on the functionality because I am that sort of buyer. And you had different types of buyers as well. But regardless of whatever type of buyer you want, there needs to be science and substance behind what you're offering. Because if there's not, you're going to find that yes she might make a few sales, but you're also going to damage your reputation in the market and people are not going to be readily sharing what you're offering. So that's really, really important as well. And the thing is is that if you don't start doing this, if you don't start productizing your USP and really talking about them tangibly, you're going to get left behind because this is the way that we need to be working, moving forward in order to stand out of the saturation that's within the market.

(27:05)
Otherwise you're just going to blend in with everybody else. In a way, you're going to lack credibility and trust with your market because people wonder if they'll truly get the results you speak of because again, it lacks a tangibility. People can start to doubt that it can work for them and your prospects are more likely to shop around comparing you against someone similar- that the whole apples for apples concept around if you compare one Apple against another Apple, it's going to be very, very hard. But if you are, say an Apple innocent smoothie or an Apple naked bar or even a candy Apple with a ton of marshmallows on the top, it really positions you at a different angle, at a different selling point. It almost pushes you that one step further as to the reason why people want to buy from you. So we need to start creating a purple cow, not just another Apple to be compared against another Apple.

(28:05)
You're also going to find it very easy to stand out by doing this because 90% of service based businesses currently don't have one of these things. We're very behind and backwards when it comes to creating USP's. We are a nation and I potentially even say, you know, even the majority globally, we're very behind because we're so stuck in our ways around how we describe ourselves and we haven't yet found a new way to articulate what makes us different because we're regurgitating all of the same, same old stuff. So if you can grasp this concept now and really innovate and create something that's truly unique to your business and you can productize that is going to position you way ahead very, very quickly beyond everyone else in your market doing what you do. Now in the coming episodes, I'm going to be talking with some of my previous and current clients around the unique magic, but it's they've created and the impact that it's had on their business.

(29:18)
But I just wanted to talk about one in particular to give you a great example of how it's enabled them to become a market leader. And that is talk about EverTrek. Who is an adventure travel company, taking people to places I ever space camp Kilimanjaro and other tall high mountains. And when I first started working with the business, I really wanted to look at this key point of differentiation. What is it that stands them apart from the, you know, competitors, you have the, almost the monopoly on these types of trips. And we looked at the way in which EverTrek helps their customers. And one of the biggest points, not necessarily a difference, but the things that they are really passionate about was preparing the customers mentally and practically before they even got on their trip. Because they believe that by doing that they are going to be more successful in actually reaching their goal of the base camp.

(30:26)
Or the peak or summit by being mentally prepared for it both in their mindset but also in terms of equipment and how to deal with things like altitude sickness. And we were looking at all of these things because the rest of the market, yes they were throwing out a few blogs around it, but it was more about, okay, so this is, this is what you're doing. And the rest of them are mainly booking people onto trips. That's their service. They are providing this extra element on top of that. You're doing all of that and more so how can we productize that part of it? Now this might sound very obvious with lots of people listening. But this is, this is going to surprise you and it's also going to delight you because it's going to give you some hope that you can do something equally as groundbreaking but also very easy.

(31:22)
So we looked at it and thought, okay, so how can we productize this? Let's create a trip planner and my other half had this amazing idea of personalizing the planner, he's all into is personalization and I'm sure we're going to have him on the show at some point talking about personalization because it's something that's seriously a game changer for that business as well. But we came up with the idea of putting all of that into this trip planner with checklists, with information, preparing them mentally for every step of the way, both before and during and off the treks so that they could have a truly successful trip. We put all of that into this trip planner and we looked around who else is offering it? Guess what? No one else is. No one else is offering it. Well at the time we created it, who knows?

(32:09)
More people might have jumped on the bandwagon, but the thing is what EverTrek have done is that they have jumped on this and they have leveraged this key point of difference. They are number one, so everyone else who is now jumping on the bandwagon, I'll stop the seconds. When you're the first to do something, you're always a winner and only by the way, if you build momentum, if you leverage that, if you come up with the idea and it sits on a bit of paper or it goes on the said, if you don't blow your trumpet, if you don't put it out there in the F at the forefront of your marketing, then yes, you'll probably go unnoticed and you will be that really sad person. Like you know the people in the Guinness book of records going, well I did that first well, sorry mate, you didn't say you didn't record it, you didn't put it out there.

(33:01)
And so that's a key lesson here is that if you're going to create something as powerful as that, you've got to run with it and you've got to put your all into pushing it out there to your market and really making a big deal out of it. Because if you don't, then someone else is going to come and take that idea and run with it instead. And you don't want that to happen. So yes, you can. You know, we've copyrighted a lot of things. We've got trademarks and so and so forth, but you cannot trademark a concept. So it's, you do have to make sure that you, if you're going to use it, use it, really, really run with it. Because this trip planner is shared everywhere on social media, within the trekking circles. Everyone is so pleased to get the trip pan and they're posting pictures of that personalized planner on social media saying they're so excited to dive in.

(33:54)
It's shareable. People are talking about it. It's become that key point of difference that is easily understood and goes, okay, that's exactly why I want to work with you. To the point where we had a group of people not so long ago sacrifice their deposits that they'd paid for another company and said, okay, well we're going to say goodbye to that money cause it's nonrefundable because we want to come with you. We want to pay your deposits again and we want to come on your trip. Because of things like this trip planner, the trip planner of being, one of the key reasons why they did make that move. So it's talked about, it's shared. People love it. People know EverTrek because of this particular planner that they can get hold of because they know they're going to have a much more successful trip if they do.

(34:39)
The science behind it is the fact that they're preparing both mentally and practically mindset and getting their equipment together and so on and so forth. They have all of the substance behind the reasons to why that USP works, why that unique project. But it works. And we've, in the last eight months since actually creating that planner, we've generated over a million pounds in turnover. And that's gone from being, you know, a multi-six-figure. Absolutely. I think probably on the, on the lower end of that, if I remember rightly, but our profit has shot up through creating this unique magic bullet and pushing this at the forefront of the marketing. It's been one of the best decisions EverTrek has ever made is to do this. And you have to re innovate. You cannot rest on your laurels. And this is probably for another episode where I'll be talking about how to create point of difference that then stays.

(35:41)
But one of the biggest spoilers I'll give you on it is you've got to keep innovating. Don't rest on your laurels. You have to keep going. You have to keep improving. And re innovating that USP in order to keep it alive and well. So there we go. I hope I've inspired many of you to go and have a think about how you can start productizing and creating your own unique magic but it for your business so that you can push it to the fore front of your marketing, leverage it and create that market leading USP that's really gonna stand you apart from the rest of the saturate saturation, uh, get you more market share and more market recognition. I'm really am excited for you. As always, I want to hear from you if you've had any aha moments, any penny drop moments, please do ping me an email jen@jen-hall.com . The email address will be in the show notes as well.

(36:39)
And remember if it's something that you'd like to discuss on creating your own unique magic bullet, I helped many, many, many, many clients do exactly that, that have been extremely successful with it. So if you'd like to discuss about, around creating that together, then remember you can book a call with me via bit.ly/claritycallpodcast. The link is in the show notes. You can just go in there and book your call in straight away. I really am excited to hear from many of you who are listening and also perhaps speaking to a few of you as well. Have a fantastic day and I will see you in the next episode.

Apr 01

Niching Done Right vs Niching Gone Wrong Plus the missing piece to your niche

By Jennifer Hall | Business Alignment , Client Attraction , Client Conversion , Positioning

Niching right down & getting seriously specific on who and how your products benefit certain individuals continues to be a pivotal factor in the incredible success both myself and my clients have in converting their own clients with absolute ease. It's the first step to business success and will never cease to be.

When you talk to everyone, you talk to no one.

Most (not all), but most business owners know this but not that many truly embrace it. The fear of cutting out potential buyers is real!

The thing is, you DO NOT have to turn people away if you want to and can help them. But in order to attract potential buyers who are happy to pay your price point, they need to know how it's going to benefit them specifically, that it was designed with them in mind and that you're an expert in helping people just like them. The trust, impact and connection you build when you get specific is second to none.

However, there are those that embrace niching because they know it is essential to being heard in their noisy market...

But here is when it can go horribly wrong...

1. A lot of people get confused and think that carving out a niche is about being specific on WHAT they do. Whilst what you do definitely comes into it and really helps you become KNOWN in the market for something specific. But by using the 'what' as the driving thought process behind niching you end up creating products/packages that don't sell because they're created without taking into account a specific person.

2. A lot of entrepreneurs make the mistake in thinking that niching is about being different and that by niching it helps you to stand out. So they recreate themselves as something so super special but so ambiguous people fail to understand who it is they help and in layman's terms what it is they actually do and how it's of benefit.

True Niching = getting really specific on an individual who has specific problems or desires.

Niching doesn't help you to stand out as such, it helps your messaging connect with people, it builds trust and draws attention for all the right reasons. 

When you come from it at the angle of helping a particular individual you create products that are ideal for that person that are centred around their specific desires, problems and needs. You create stuff that sells. It sells because you're providing solutions. 

This is '3rd Layer Clarity' - this is the kind of clarity you need to have in order to convert prospects with ease. 

The market is saturated, it doesn't matter how much you specialise in helping a particular person with something really specific there will always be people doing something similar if not the same as you. Being different to your competitors is about finding a NEW WAY, creating a 'Unique Magic Bullet', a solution that makes total sense to your ideal prospects that they hadn't thought of before. It's the epiphany moment that you deliver that gives them renewed hope that they can finally achieve what they wanted. Asides from your wonderful personality, this is what provides the irrefutable and compelling evidence that YOU are the only person they want to help them.

Yes you can create demand for a product but it still has to be connected to a genuine core desire in a REAL LIFE individual.

Create new solutions to real problems for genuine people and you're onto something successful.

Join my Business In Demand FREE 5 Day Challenge starting the 8th April and start generating more demand for your services - bit.ly/BID-Challenge

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rejected by clients after lie
Dec 06

Rejected? It’s not them it’s you…

By Jennifer Hall | Client Attraction , Client Conversion

Are You being Rejected by potential Clients?

The pandering advice that you've been told and have probably been telling not just others, but yourself, is usually told at the moment you get rejected by a potential client, and your coach/biz bestie says...

'They obviously weren't your ideal client!'

Now, sometimes this is the case. Sometimes they genuinely were not your ideal client. In some cases you made a lucky escape.

But i'm going to ask you...

how often do you get rejected?

I know this is a very triggering question. But please know that I'm not asking you just to ruffle your feathers. I'm asking you because if you're experiencing rejection after rejection, we have to face the real possibility that it's not them, it's YOU.

I know, I know I'm twisting the knife.

But hang in there because I want to open your mind to a new possibility...

We can either keep lying to ourselves and experiencing the same outcome, OR we can face the truth!. We can make a change, and get a different outcome.

Why Are We being rejected?

A lot of the time when we experience rejection it's not that people don't want to buy from us. Sometimes people adore you and they truly WANT to, but they just can't seem to justify it in their heads. It seems like a lot of money for what they're not sure they'll be getting.

Your 'unsure prospect' generally rejects you for these reasons:

  • They can't see a return on investment.
  • They don't trust you to help them achieve their result.
  • They're not clear on what they'll actually be achieving when they work with you.
  • They have a 'better' option.
  • They're scared that they themselves can't achieve what you're promising.

Knowing this information is truly empowering because we can start to identify which one is happening and what's missing in our marketing. Because if you're marketing is done well, your prospect should already be converted to a 'YES' when they approach you.

how can rejection be avoided?

So the next time you're rejected, instead of telling yourself this lie, first ask yourself these questions...

  • Did I truly show them a return on investment?
  • Have I done everything I could to present myself as credible. To build trust with my prospects so much so that they feel totally confident in my abilities?
  • Have I been really clear on the solid results/outcomes that they will get. Will they help them to get them to their overall 'success island'?
  • Why didn't they choose me? What could I have done better to tune into they're true desires/wants/values?
  • How can I help them build confidence in themselves that they too can achieve the results that you help others to do?

to Conclude...

When you stop running from the truth, you'll find that the answers. The answers you receive will be so illuminating that it will allow you to do something different to get the result you want...

A YES!

Work with Jen...

If you'd like to discuss further how you can convert your potential clients with ease, then just book a call with Jen Hall here bit.ly/ClarityCallJenHall

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marketing lies
Dec 03

Can your ideal client’s really get bored of you?

By Jennifer Hall | Client Attraction , Truthbombs

A marketing lie that is going to hurt...

Like, it's really going to hurt!

Because you'll probably have found yourself saying this to someone else at some point.

Why?...Because you're a nice person!

But the problem is, there is so much advice that is given with the best of intentions but is actually killing your business success. Pandering to someone just to make them feel better in the moment isn't going to help them with their long term success.

The Lie...

Brace yourself and get ready for the lie you've been told and you're probably telling...

''Your ideal clients could never be bored of you!''
"LIE!"
"Yes they can! And they do!"

Just because they are ideal clients doesn't mean they love you unconditionally. Even if they were raving fans, that doesn't mean that they won't get bored if you put out stuff that isn't resonating or hitting the spot. I love my daughter and I'd like to think I'm her ideal mummy. But I'm also human, and there's only so many times she can make me watch Peppa Pig before I want to end it all.

Saying that people don't get bored of you, leads you to produce more drivel that just gets ignored. 

Your ideal client doesn't want to hear about how great NLP is. They want to hear about how they're going to solve their problems and achieve their desires.

They don't want to hear the same message being plugged out there like every other entrepreneur. They've seen it, heard it and they're tuning out.

My fear is so many people will be reading this and thinking well that means I'm screwed, because I'm really boring.

Here's the truth...

You are not boring, really you're not. But your content could be if you're creating from your left brain instead of your right brain, heart & gut...

In order to create interesting content, you have to create stuff that:-

  • MEANS something to your ideal clients. They will only find it to be awesome if they can connect it with themselves and THEIR wants. And desires, problems, beliefs, values, opinions...
  • Brings them something different, fresh & new that they haven't come across before. With so much content being created, people are actively tuning out. They need something that appeals to their intellect and offers to show them a different perspective they haven't explored before.
  • Comes from the heart and spoken or written with absolute passion, zest and power. You have to connect with your audience emotionally, so come from a place of emotion.

And of course, let's not forget, everyone loves a good nose behind the scenes of what's going on professionally and personally.

To Conclude...

There is an art to creating content that stands out and grabs attention. But it is an art that can be learned. You're not going to get it right all the time. Goodness knows I don't. But unless you make an effort to produce something that hits those three things above, it's likely that you're going to be ignored. Not because you're not amazing, but because what you're putting out there isn't bottling it up right.

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Nov 26

5 Ways to Position Your Content Idea as New to Grab Your Markets Attention (that the Gurus are trying to Keep Quiet)

By Jennifer Hall | Business Mindset , Client Attraction

pOSITION YOUR CONTENT / MARKETING IDEA...

In this saturated arena of noise, it's become critical that you grab the attention of your market with your marketing / content idea to be in with a chance of gaining them as a client and impacting their lives.
 
But the problem is, it’s so easy to become bland and blend in with the rest of the crowd. Because of the inundation of content being pumped out there, people only want to consume content that offers them something NEW, that they haven’t yet come across.

But how do you make something appear fresh & new when it isn’t new to you?

Below I have laid out the 5 ways you can position your business idea/headline/hook/services as new. This information allows you to cut right through the noise and create compelling marketing content that your market wants to consume like their favourite dessert.
 
The examples below are to give you a starting point.Some creative licence is required to make the hooks standout and impact.

1. Expose Lies

Tell people that everything they’ve been told thus far is wrong. If you’ve noticed there seems to be a distinct smell of BS lurking around your industry and you’re ready to expose those lies and help your market do things the right way, then get out their speak the truth!
 
Example hooks -
·      Why (insert old way/lie) won’t work and this will
·      3 Lies you’ve been told about ( insert specific desire/problem)

2. Tell Secrets

People can’t bear the thought of not knowing something about the ‘thing’ that’s important to them. The intrigue of a secret that even the gurus/experts don’t know about or aren’t sharing, is strong!
 
Example hooks –
·      The headline I used for this article is a great example of an untold secret.
·      The book ‘The Secret’ utilised this principle to sell over 30 million copies.
·      The Untold Secret to (insert specific desire/problem) 
·      The ‘Russel Brunson Secret’ that helped to create his $40 million Networth

3. The Time is Now

People love to follow current trends and if something is timely, they are all over it like a rash, if it’s about something they’re genuinely interested in.
 
Examples –
·      Following a timely event/new research/announcement you could stress the importance of consuming your content NOW to the benefit of (insert problem/desire).
·      You could share your idea/pre-existing idea that is updated for (insert current month/year) to provide the ‘latest’ information.
·     Propose that an old way has stopped working and introduce a new way.

4. Forgotten Treasure

Bring back something that has been long forgotten. Some of the best ways are the old ways, and going back to the basics could be the best way for your audience. So just like fashion goes around in cycles, you could bring something forgotten back to the present and position it as ‘new’ all over again.
 
Examples –
·      This Long Forgotten Ancient Cure for Heart Disease Saved My Life 
·      How my Clients Used this Proven Timeless Strategy to Achieve (insert desired result) in 2018

5. Orange is The New Black

Let’s not forget that you might actually have something new, and perhaps without realising it. In fact, I’d go as far as to say that EVERY business ‘could’ have something new if they’d only create it.

Your idea could be cutting edge because you’ve reinvented a pre-existing solution and made it better in some way.
 
Examples of ways you can make your idea brand new –
 
·      More advanced / new version
·      Reorder, rebuild or reinvent an existing idea.
·      Develop an existing idea
·      Solve a common complaint about a pre-existing service or a secondary problem beyond the immediate one.‘’I want to do this, but I can’t/don’t want to because____’’
·      Simplify a pre-existing solution to make it easier / faster to implement.
·      Deconstruct an idea, add your unique benefit and put it back together with that beneficial idea at the core.

If you’re lucky enough to be first to the market with an idea that’s BRAND NEW, then make a big whale of a deal out of it!

Make sure you Crack this...

Number 5 is the most important to crack. Because it's the one that will be the most genuine and authentic and will shine out like a lighthouse in the fog. It's the bedrock for your entire marketing campaign and will compel your prospects to buy your product.​​ 

It's what I call the 'Unique Magic Bullet'. Don't mistake this for a magic pill though, people who want a magic pill want everything done for them and they throw money at things and expect to work. No, a 'UMB' is different, it's the key component that makes the market realise why it hasn't worked or won't work any other way without it. It's the component that makes complete logical sense, that is of huge benefit, and the only way they can get it - is from you.

Focus on creating your Unique Magic Bullet and you'll achieve true irresistible unrivalled status. You'll become the obvious choice.

Sign up to my Expert Unrivalled Next-Level Academy for FREE &...

Gain full access to over 30 FREE video trainings and informative articles on client attraction & conversion, business mindset miracles and business alignment specially designed for Coaches, Consultants & Experts so you can become the most desired option in your niche.

If you'd like to discuss how you can build your tribe full of the right people through finding clarity on your USP so you can monetise your unique skills, then just book a call with Jen Hall here bit.ly/ClarityCallJenHall