Monthly Archives: November 2019

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:

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 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 And get that call booked in and it's been great speaking to you guys about this. Again, hit me up at 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:

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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.
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.
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?
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.
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.
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.''
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.
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.
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.
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.
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?
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?
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.
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.
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.
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.
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.
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.
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.
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 , 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
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:-

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.

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.

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.

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.

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.

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.

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 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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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 .

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.

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.

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.

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.

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.

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?

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.

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.

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.

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.

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 . The email address will be in the show notes as well.

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 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.