Oct 21

Do you really need to find your USP?

By Jennifer Hall | Podcast

‘Do I really need to find my USP?’

This is a question that a lot of people ask when they are already making money from their business – why bother honing in on a USP when you’re already fine without it?

But in this episode I’m going to show you what you’re leaving on the table why NOT finding it and why it’s a dangerous game to ignore the fact you don’t have one!

Useful Links –

Book a Call with Jen  – bit.ly/claritycallpodcast

Download my FREE Seven Figure Market Leader Roadmap  –http://www.marketleaderleague.com/marketleaderroadmap/

Send your emails to jen@jen-hall.com

Read Full Transcript

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

Find out in this episode whether you actually need to find your USPI or not. Hello and welcome to the expert unrivalled podcast. My name's Jen Hall, I'm your business positioning coach and market leadership expert. This episode, I'm answering the question on whether you need to know your USP or not. But before I dive in on this particular question, I just want to give the amazing Lucy Orton a big shout out and say thank you so much for leaving such an awesome review for the podcast.

Lucy says, I absolutely love. Jen's podcast is packed with amazing expert insight and tips from someone who really knows what they're talking about. I'm now working with Jen and she's an awesome coach. Can't recommend her enough. If you have ambitious plans for your business, if you're wondering about booking, cool with her to see how you could work together, don't hesitate. Thanks again. Now, Lucy is an incredible client of mine. She focuses in on helping those who have a side hustle business to beat procrastination and self sabotage once and for all to actually start progressing their business and create a full time success.

So if you are one of these people who are suffering with procrastination and self sabotage at the moment and you know, those mind gremlins are getting in the way of your progress, then do make sure that you contact Lucy Oughton. She really hones in on helping you achieve what she calls a progressive mindset. Now, thank you so much for that review, Lucy. Really, really appreciate it. If you are listening to this and you are finding my podcast valuable, and please do leave me a review.

Not only is it lovely to hear, but it's also great for pushing their podcasts up the ranks and getting more listener listeners to hear the epic content that ensues. So you will also get an awesome shout out as well, just like Lucy has today. So please do make sure that you leave a review if you are finding these useful. And on another note, as Lucy says, if you are looking to progress your business, take it from where it is now to becoming a successful market leader that can reach seven figures and beyond and do make sure that you do become cool with me.

They are super non pressured charts. So do make sure you put that in the show notes. The link is there that you can just click, find an appropriate time in the diary and book it in. Now back to the question of whether you actually need to know what your USP is or not. Now, this is a really interesting question and it's a question that was asked on a thread on Facebook, actually. So there was a really interesting thread put out by the wonderful Abigail Horne around something she'd noticed that was going on on the Internet, where people were being asked, what's your USP?

And people were finding it quite difficult to actually answer it. And it's true. People find this question really, really difficult to answer. And one of the reasons for this is because it seems so intangible and we actually don't know where to begin. And what we think might be unique isn't because it feels like everyone else is doing something similar. And also on the other side of it is that we wonder how we can actually articulate that as a benefit as well, that we might know what's unique about us.

But actually, how is that how is that of benefit to the market? And I think that's the difficulty and there the real challenges that entrepreneurs and business owners come up against. And this is why I'm so excited by what I do. This is why I'm so fired up by my specialism in helping in this exact area, because I feel like actually is needed, because this question was asked. You know, I'm not sure whether I actually need to know what my USPI is because I'm already making, for instance, a decent amount of money.

So why would I need to know what my USP is? Now, here's the thing. If you don't know what your USP is and you are just riding off the back of your nation, what you do here is what can happen. So first of all, if you were in this position, congratulations, you're making money from your business. You've obviously got a great niche. And you're obviously able at this point to articulate the value of what you do, which is really, really important.

It's the first stage of any business is to figure out how am I adding value to my clients, articulating that in a way that makes it tangible and sell that one as a product to market. They give you money. Bob's your uncle. Fantastic.

But the problems lie is beyond that. So a lot of the time you can absolutely market on that basis. We really need to make any kind of money is the right eyeballs and the right offer. So you've got the right kind of person in front of you who needs what you've got and you give them that. The problem comes when you have more people like you say, particularly in any industry, every market is saturated. And, you know, from my experience, that's very rare that you find an untapped market.

It's very rare that you find an industry where you're the only person to serve that market in that particular way. Doesn't really matter how far you reach down, there will always, always be somebody who is doing something similar to you, you know, and it doesn't matter how great you are or what you do in order to generate called clients, you need to really be able to find something that makes you stand out amongst that lineup of other people that do what you do.

And that's the key that really is that, yes, if you can get in front of people who are not shopping around, who are just hooked on you from the word go, and again, that is possible. But when you want to start dominating a market and reaching a wider market, you can't bank on that happening every single time. You know, when you start reaching a wider market, you will start coming across more savvy buyers who want to make sure that they're making the right decision.

And actually, that's happening more and more right now, particularly after Cofidis hit. People have become much more mindful about what they're spending their money on. They become becoming more mindful about their next move. People have actually, you know, it's a positive become far more strategic in their thinking that they're having to be. That's how we're being forced to adapt. It's either collapse in fear and, you know, and that's where some of this whole mental health issues are happening.

People are unfortunately not coping right now. So, again, that's not a whole nother conversation. And that's not that's not really what I was here to talk to you guys about today. But that's happening as well, obviously. And I don't want to hide from that. But Converse's either is either do that or start thinking more strategically and start surviving, start finding a new way of adapting to the situation. And that means that we're having to bring on that real critical thinking skill.

And that's what our buyers are currently doing. That's how our market is changing. We're becoming far more strategic about where putting our money, who we're putting our money with. And so therefore people want solid reasons as to why they should be putting their money with you. Why should they trust you? Why what's the benefits of what's CROI and why would you go? Why would you pick you versus blocks up the road? He does the same thing and that's where you're at.

That's why I believe it's so important to hone in on what your US is. And in fact, I've used the wrong words and, you know, honing in your USPI, sometimes it's it's easy to do.

You know, I've used this example before of my amazing mortgage advisor, Saluki, how she does what I love, what a lot of other mortgage advisors do. She could technically be an apple compared to another apple, but she was actually already doing something within her business that no one else was doing, or at least they weren't talking about it.

They knew she was chasing solicitors. She was chasing estate agents, liaising with accountants to make sure that not only did I have a mortgage, but I also had a a mortgage without all of the stress included that she would do all of that chasing for me. Now, that is a big reason as to why if I had to pick another mortgage advisor again, obviously I love her anyway. But equally, if I was coming in cold, I'd be like, no, I would absolutely want you.

Because if you get an offer that to me, I don't know, why would I turn that down? And no one else was really shouting about that and doing that. And so I absolutely wanted would did and would still want to work with her because of that fact. So we productize Thyne to a trusted chasing and the easy service that she provides, so she's able to pull that out. So talking about it, it's got name is tangible, it's solid.

And you know, the easy thing for her was that she was kind of already doing that. You know, it was something that she's always doing. So for her, it was about honing in on what that unique part was. But for a lot of people, it's not about honing in. For a lot of people, it's about engineering and actually starting to think outside of the box, because if you get really honest about your service, it doesn't mean that you're offering a worse service than anyone else.

It just means you're offering the same service as everybody else. And that's a dangerous place to be. If you offer the same service as everybody else, you leave yourself open to not dominating the market. You leave yourself open to not getting the sales that you want. And so it's really important that you start thinking outside of the box and start realizing that, you know, sometimes it might be that you're doing something different. If you are great, honed in on it, productize it and articulate it in a tangible way.

I know that can be a challenge. Itself, but you're at least halfway there with having something to articulate for so many. It's really important to actually start creating these these new ways of doing things. And again, I use every track on adventure travel company as an example. We realize that, yes, a lot of other other companies were absolutely booking people onto trips for what they weren't doing is helping people to actually achieve that goal in the run up to that trip.

So helping them prepare for it both mentally and physically to make sure that they actually achieve it, because we want these guys to stay customers and we also just have a genuine, genuine passion for them to achieve their goals. That's why we do what we do, because we want people to be able to push themselves beyond what their perceived limits are to show that they can achieve so much if they put their mind to it. And so that's important to us.

So it's an alignment with our purpose is and aligned with our mission. And it's also serving a market that is crying out to be shown and told how they can do it. And that, in turn, has gone out to a wider market of people who might be too scared to do it and have now have that kind of confidence to know where can we go with this company. We're going to feel fully prepared that we can do it. And I thought that that kind of backing in that confidence to know that it is achievable for me and that was really important to us as far as that runs through everything that we do is that preparation so that they can actually achieve that goal.

And yes, we put them onto that trip. Yes, we provide incredible trips and so on and so forth. But we have all of this other stuff in the interim that helps to to ensure that they do have the trip that they want. You know, you've put a lot of money and time and mental energy aside and physical energy aside to achieve this. And if they don't end up reaching that goal, it can be really disheartening. And it can be for very practical reasons as to why that didn't happen.

That could have been averted had they prepared better. So that's how we're serving our market in a different way. But it sounds city like we were doing some of that already, but we really did have to sit down and we had a meeting, all of us together, a whole team was like, what is it that we that we can do better? Because that's the thing. We were already doing elements of that already. And that is actually we go back to my honing in.

He was honing in on that and going, how can we make that bigger? So sometimes it is things that you were already doing, but a lot of the time it isn't enough. And a lot of the time it's about engineering. So we had like a glimmer. We had like an and that was glowing that we know we took and then blew a bit of oxygen to it. Productize didn't really blow it up to something that was a roaring success.

So sometimes there are hints and clues and breadcrumbs which are being left around in what you do that you can really look at and go, okay, so how do we make that thing? How can we productize that? You know, the way we productize that and the other track is looking at things like Planas. We've got a program that people can go through and video store online course that they can look through. We've got checklists. We got the you know, we've got we've got a community, we've got live communities that we have so that they can be feel fully prepared and ask all the questions that they need.

So we've got items and things that are tangible that they can actually use to help them achieve that goal. And that's the key here is, is that we need to start building assets around it. We need to productize that, need to put it out. We need to give it a name. Otherwise people will just go, OK, who's the cheapest and who wants to be who wants to be shopped around, decide who's the cheapest? We want people to buy from us because of our unique gift that our business has.

You know, that's what we want people to buy from us. So people buy from us because of X, Y and Z. They don't just buy from us because we're the cheapest or that we were the first to come across. Like, that's no price. That's no like something that's nothing to write home about. You know, let's up our game. Let's really look at accidents in business and actually start thinking bigger, start thinking more strategically and being more intelligent about our marketing.

Because when you can create and hone in on those things that make you stand out as a business, you are going to dominate your market much quicker. And I just want to put a caveat in here, because whenever I say the word dominate you, Mark, everyone's like, oh, God, she she's trying to crush her competition. No, I'm not never about that. What I am about is dominating a market based upon staying in my own lane, you know.

Yes, of course.

I want to help more, more people. I'm not about to start. I collect leads and go, OK, well, just to be fair, I'm going to hand it over to this person and this person so we can all share. You know, for me, that's not the case. You know, any business has to own their expertise. I know I'm great what I do. I know that I can change many lives on my businesses, can change many lives, and that to me is important.

And so, of course, I want to reach more people. It's part of my plan as part of a part of who I am. It's part of my business mission. You know, it runs through everything I do. And so, of course, I want to dominate the market cause I want to reach more and more people. The more people that I can reach and help, the better, because it really is fulfilling my mission. That doesn't mean I want to step on other people's toes or stand on people's heads, you know, stand on the shoulders of giants just to kind of reach where I want to go.

You know, I don't copy. I'm not about copying, which is unfortunately something that other people do to you when you start honing in on your genius. But they will always be sloppy seconds. And that's the other reason why you need to stop acting and acting upon these great ideas and why you continue to innovate those ideas in order to stay at the front of your game, in order to stay on top of top of mind. And, you know, if Netflix carried on posting videos through the post box, where would they be?

You've got to continue in innovating what you've got. And that's you know, this is not about stepping on other people's toes, but you have to step up, you know, if you want to if you want to take the expression, if you are the only competition, find great. We still need to be looking at our competition to actually find out, OK, what what aren't they doing that we can do? Not that what they do that we can do better necessarily.

What actually what aren't they doing? What aren't they serving or how can we take this one element that is being done OK and really make that powerful and take that, you know, make that the focus, not the reason as to why people buy from us. Other companies have their own agenda and they have their own thing that they want to do. They got to focus. They've got to stay in there. They are going to look at what they're doing and decide what they're USPI is, which, by the way, has to be different.

Otherwise, the EU and the US is kind of redundant, right? It has to be unique, but it also has to be of benefit to the market. So let's just let other people, the other businesses get on with what they're doing. You use yourself as a competition, but you've got to think strategically. You can't put blinkers on and just go, OK, well, I'm just going to go what everyone else is doing and carry on.

No, actually, do look at the competition. Do look at the industry as a whole. Look at the market, look at what they're crying out for and what do they want this that they're not being helped with.

What can you do that will help that thing, you know, help that that that need that gap that's not being fulfilled. And that's why, you know, A because you don't want to be compared as an apple to an apple. B, if you want to dominate your market and reach more people, it's absolutely crucial. And see, it's only going to help more people the more ingenuity that goes in to looking at a way to help your market in a different way to everyone else, the better that's going to be not only for your business, but for the people who you serve.

It's going to benefit benefit them. So those are the reasons why you need to know it for those exact reasons, because you compete along with that one. You can absolutely do that if you're happy, Peatling, and you're happy just making a bit of money and lapping up referrals and whatever else, there's no judgment, no shame whatsoever. If you're happy with that, then you can carry on and you don't need to. But if you're looking to really grow your business, if you're very ambitious and you're looking to reach more people, impacts more people, dominate markets, then then you just can't ignore it.

You have to have to look at it. It's so important.

What's really exciting is that over the coming couple of months, I'm going to be interviewing some of my amazing clients and talking to them about their concrete USP, which, you know, in the gen world is called a unique magic bullet. And so I'm going to be recording some episodes with some real life examples of productize up that they can really start talking about. Some of them are higher level. Some of them are more intricate. So some of them are, for instance, a more product related versus the higher level business.

You know, USPSTF, but that's the beauty is, is that once you get the hang of creating these solid, tangible USPSTF, you can create them in your business continually. You can have definitely have more than one. And you can stop productize being one particular USPI in many different ways to strengthen the court at the core and the key benefit. So I'm going to be pulling out some some some even even more amazing examples for you by interviewing some of my clients.

Over the coming months, which I'm really very excited about. So do do stay tuned on that. But if you're wondering how you can start to do it for yourself when you when you want to start getting a crack on that one inside of my brand new seven figure market leader roadmap, within that, I give you some amazing tips and access to a talk that I did on the expert unrivaled stage was in twenty nineteen where I go through exactly how different companies have productize us.

So if you would like access to that talk and the other items that go within it that do make sure that you download that for free using the link in the show notes.

Oct 14

What to do when you’re not seeing traction from your visibility

By Jennifer Hall | Podcast

It can be so soul destroying when you’re taking ALL the action, putting yourself out there but not seeing the fruits of your efforts. 

In this episode I’m giving you the questions you need to ask yourself so you can identify and fix the practical problems to start seeing better results in your business – aka more £.

Useful Links –

Book a Call with Jen  – bit.ly/claritycallpodcast

Download my FREE Seven Figure Market Leader Roadmap  –http://www.marketleaderleague.com/marketleaderroadmap/

Send your emails to jen@jen-hall.com

Book onto my Evolve & Elevate Strategy Session –http://www.jen-hall.com/strategysession
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

Do you feel like your visibility efforts just aren't paying off the way they should? Well, in this episode, I'm going to show you what to look out for and how to fix it. Hello and welcome to the Expert Unrivalled Podcast. My name is Jen Hall. I am your business positioning coach and Market leadership expert and in this episode, we are tackling the big problem of being visible all of the time and not seeing a payoff. And this episode is actually inspired by a live I did to my private elevate group just a couple of days ago, because we've seen some huge, huge wins inside of the ELEVATE program at the moment, you know, and not just huge financial gains, which is always a win, but also in things like raising e-mail, open rates from like nine percent to 25 percent.

We've got brand new Facebook shows starting where they've committed to particular content. Plan is going unbelievably well with thousands and thousands of views and a filling up her funnel full of gorgeous, lovely, new, delicious leads. So we're seeing not just, you know, the big financial wins, which again, is always, always welcome as usual, but also the micro activities that actually help to form part of those bigger wins. And that's the thing. It's about focusing on the tasks that you can do today that are going to pay off in the long run.

And, you know, by finally getting your email list to start opening your emails is a big one. Actually, finally starting to see traction on that is huge because we know and therefore able to focus on those things and more. If your ideal clients are actually looking at your stuff, they're going to be more likely to buy. If people are watching your videos and coming on your shows and they're signing up to your intimate masterclasses that you have set up, you know that you are going to be in a better position to convert them.

They used to be a time back in the day when I used to literally judge my entire success on how many discovery calls I had booked in that week, which was absolutely ridiculous because it, you know, discovery calls are great, you see all the time. Well, you used to say all the time at least I've got six calls, but this week I'm so excited I can't wait to talk to all these lovely business owners.

And, you know, the way most people got those calls was by pretending that it was a coaching call, by pretending they were going to give them some kind of free information. And then I used to be a really great conversation at the end of it when actually they didn't really want to give free value, but then they did give for value anyway because they felt like they duped people into having the call. The person on the other end, the thing wasn't really expecting to be sold to now feels a bit gross as well.

Everyone feels really gross. No sale is made and the person on the end of the phone is given, perhaps bid free value they can get away with. And then that was that. What a waste of time and got fed up with this half piece of information that doesn't really give them enough to do anything with. So you know that I used to judge my success by comparing myself to people who used to say that. And it just isn't true.

You know, just discovery calls. Yes. Can absolutely mean money. But, you know, if someone's getting ridiculous amounts of calls booked in each week, I'm going to be suspicious about how prequalified these people actually are. All they actually have. They actually been pulled through a particular funnel so that they're already, I guess, before they get on the call, all of those kinds of things. So it's about focusing on the right things. And so that we speak a lot about in this podcast is something I call strategic visibility.

And I want to bring it up today again, because it's easy to feel like your efforts aren't being, you know, aren't being fruitful. They are they're not producing the you want want them to. And so this is a message that I delivered to my clients only only a couple of days ago. And that's enough to do a bit of a check in with where where the problem is, because what do I see happen sometimes as people come to the table with a whole load of problems, like why it's not working, it's not working, I'm not seeing any traction.

It's not happening for me.

And, you know, I'd never see any, you know, any areas as to where. Okay, so let's be a bit more solution focused here. Where haven't you looked? Where haven't you checked? What is it that you haven't done? Where have you not unlike what stone is that you haven't turned, it can be very kind of negative problem, focus versus solution focus. Now, that's the first thing we need to start doing, is shifting our mindset to being far more solution focused, because when we can do that, we can start to find where we can improve.

Because if you're just saying it's not working and I've tried everything and there's nothing else I can do, then great. You may as well just give up your backs off you go, Because there's nothing anyone can do to help that. You know, if something isn't working, there's a reason why and it's time to start defaulting. To ourselves, is that reason, you know, and I've done it myself, I'm not I'm not talking from the ivory tower, as usual.

I'm talking from experience. It's been easy to it's not working. It's me, you know, and you come up with these ridiculous reasons as to why things aren't working. People don't like me, even the way they talk. Maybe I'm not clear enough. Maybe I'm not sophisticated enough. Maybe it's my personality. And the good news is the real reasons as to why it's not working. I generally feel more practical and the only reason we start going back to ourselves is the reason it's not working is normally because we don't know what to look for, what the practical reasons are or how to sense check a strategy to see where the problems are.

And that's where our expertise can seriously help. So I'm going to give you guys like a bit of a general guide right now to try and help you check in on your own strategies. Are you doing at the moment, however, the joy of working with a business coach is that they can hone in very specifically on what it is that's going wrong, what it is that you're not doing, what is it you're not seeing very, very quickly. And so that's something you would like some help with in identifying those issues, identifying what it is, not only where the issues are, where the gaps are, but what you can actually do to start doing things differently, to see results, then please do become cool with me.

There's a link in the show notes which she says cool with Jen Pop in there and let's discuss how we can work together in whatever format you like. Whether that's in my program of Elevate, which is which is full to the brim at the moment, I may only have I know I'm squeezing people in at the moment and it's not a it's not a case of I've got space, it's a space, it's a case for the right person. There could be a space.

And but there are also other options, guys. So if you wanted to join in a different program or something else than do, let's just jump on a call. Let's see what's going on in your business. And I can help you identify and diagnose what's going on and give you the the best option. But, yeah, there's no point sitting there struggling if you don't need to write. So do make sure you hook up with me and have that discussion if you catch us in time.

There's also if you if you're listening to it on the day of release, there is also an extra evolve and elevate Strategy Session, which is happening this evening. Guys, it's happening this evening. So you need to get in quick if you want to have to get rescheduled from last week, because my poor dog, Penny, she's got space and she spent the whole night before that was meant to be doing this workshop. She spent the whole night just like whimpering and and just like fidgeting and pacing.

And it was all a bit crazy after all of the drugs and the operation. Poor thing. She was a big deal, like getting your dog spayed, like she's always gets spayed or neutered. It's like having a full on hysterectomy. So she plus aloha, you know, she's my little fur baby. And I spent most of the night not sleeping, so I couldn't be at my best on that evening. So I had to get rescheduled to tonight.

So, yeah, but spaces are available if you would like to come on because of the change around that has become available. So again, if you'd like to come, you might want to know what it's about. Right. If you'd like to come over and elevate Strategy Session, it walks you through my proven process to help you get from where you are right now to becoming. And that that could be right at the beginning, or it could be that you were already pretty successful and you want to go to market position wherever you're at.

It'll show you the steps that you need to take to get yourself to that market leading number one choice in the market. That's irrefutable that there is no one else like you. You're totally unrivalled. And more importantly, you are wanted in the market. You know, if you want to learn that process, a do join. I also go into the back end behind the scenes view of how we actually run a campaign that drew in, in the end just over one point five million pounds within a 14 day window.

So if you want to see how we're making the seven figure money, if you want to see how we get to market leader position, then you need to be joining that very intimate and very fruitful, juicy, gorgeous session. And again, the link is in the show notes. So do make sure you click on there and put yourself in, like right now, because if you don't, then there's every chance that the spaces are gone or time is run out for you to actually get yourself picked on.

So to do that right now, Paul says get yourself picked on to either cool with me or to the Strategy Session. The sessions are twenty pounds just to be completely transparent. So just that, you know, that that's that. So anyway, back to it then. Let's stop. Let's stop putting ourselves over the coals. Let's stop blaming our personality and ourselves for the issues. Now, that could be just to go back on. I've just said just then, if you're not taking action and you know it, if you're not showing up with confidence, if you are not doing the things that you know you should be doing, then you can give yourself a bit of a kick up the bum.

Because at the end of the day, you know, you need to be put in the effort into making it work. I see a lot of people say, oh, nothing's working. And like we said, nothing's working. What are you actually doing that isn't working now? That's a whole other ballgame. There's a whole other problem that, you know, you can't work out what's wrong to a test.

And if you're not doing anything to test, then how is that going to work out for you? That's an obvious reason that you need to sort that out straight away. And the fact is, is stop.

I believe how many times I've said it over the last couple of weeks. Please stop trying to get things right. First time it ain't going to happen. You're going to have to fail to fail forward to actually make progress is the only way that you are going to move forward is, you know, if it goes right, bloody great. But it's unlikely. It's if you just go in low, low expectation and know that you're probably going to get it wrong, then anything positive that comes off the back of that, then that's a win.

That that's how I go into business. Because before I was so scared of, like, being wrong, so scared of getting it wrong, looking like a fool, you know, you've just got to get over all of that. And you can you can put this kind of strategy in place for any area of life, OK, if you're trying to get life right first time, you know, it's not going to happen and you're going to be sorely disappointed and you're going to have a very bad negative mindset around living OK.

And in any area of life, in anything you apply this to, it works right. Lower expectations. Think about, you know, the fact that whatever doesn't work out this time, you know, not to do again. Will you know that you need to do something differently. OK, so that's the first piece of advice and all of this. But there are two really easy things that you can do to help you discover what it is that you need to do differently.

So the first thing to check in with. Right, if you don't feel like it's working, you're going you're being visible all the time and it's not happening. There's a few questions that you can ask. And there's not necessarily a particular order to these questions. They're just things to check in with. So have a look and to help you troubleshoot and identify what's going on. The first thing is, is around your audience. OK, so you being visible in front of who?

So that's the biggest question.

All my ideal clients actually seeing my stuff or do I have the wrong people in my audience that say that you're showing up in in your Facebook group? OK, and the ideal client that you want to speak to this is this sounds really obvious, but you'd be surprised you might even catch yourself going, oh, my gosh, yes. It's so obvious, but so true. And we're going live in your group when you're talking about what you're talking about or you're posting in your group.

But actually, the reason why people came into that group in the first place is a very different reason to what you're talking about right now.

So this kind of goes for any kind of like lead magner case of any lead or any kind of purpose. You give anything. So you say join my group to find out about X, Y and Z. That's why they're going to join it. And then if you suddenly change X, Y and Z to something completely different, they're going to be a bit confused. OK, well, I came in for this and now talking about this, and it's not even just confusion.

It's also cool. That's fine. But I'm not interested in that topic. I was interested in this topic, which is why I came in here. Now, you might find that some people may, may, may find it interesting and may want to switch over. That is not you know, it's not unheard of. You absolutely will find that there could be other things that these guys might be interested in. But that could be one big reason as to why they're not really paying attention, because then they're not the right kind of ideal client.

OK, so you might have actually curated this space of not ideal clients for the thing that you now want to to sell. So you have to think about that and make that gauge. It could be that, you know, obviously being in a group, in a place that you've created an audience, it might actually be that you're going out to a following of people. You know, for instance, you want to target this is again another obvious example, but let's say you want to target professional corporate women, right?

And the most obvious solution to that to get in front of people would probably be beyond LinkedIn. Correct. But no, over on IG, you even Instagram. And that's where you're spending the majority of your time again. Are you being strategic about where you're showing up, all you showing up in front of them? Are you getting to them in the right way? And do these people read social media posts? Depending on who they are? They could be you know, they could be very busy.

You know, you could have really busy either. Client actually did much prefer you to reach out to them on LinkedIn via a personal message. Not everybody client likes to be treated in the same way. Some people like, you know, depending on who you are, your client is. For instance, in my world, you try and call pitch me on a Facebook message. My God, I've learned not to react, but you'll just get ignored these days.

Then there might have been a time where I would have tried to do a bit of a reeducation, but I'm just like, no, it's cool. Whatever, like and you can use all these really slimy, small, chatty, like how you look.

I've never heard from you before in my life. It's lovely that you asking how I am. But you know what's coming next.

You're going to cold pitch me and it's just it just feels really disingenuous. I'm not saying that people can't Facebook message me in a good way and more inventive way. Perhaps you can be even more authentic way might be better, maybe a bit more transparent about what you're doing. And it might feel better. But you get where I'm coming from. You know, people on Facebook and Facebook messages tend to be a bit more stranger danger people. Nikitin expect people to kind of outreach to them.

If you're the B2B world, it's very much expected that they're not going to come to you. You're going to have to go to them and position yourself and build a relationship. It's highly unlikely that you're going to build that kind of attraction marketing, at least not until you've built a big name for yourself and you'll get referrals all of the time, so and so forth, and so that you have to appreciate who it is you're speaking to, who is in your audience, how do they like to interact?

How do they want to speak to you? How do they want to get to know you? And it's finding ways to do that in the right place, to the right people. The other thing is, well, you have to think about is actually have exhausted my current audience is something I see a lot of interesting attraction. I sold my last program, sold out on the last round, but this time I'm not seeing so much traction. Now, the first thing is, is that actually the people that we're going to buy that program are still not ready to buy again, because if you've just recently launched a new launching straight again off the back of it, it could be that it's still not the right time for those people.

It could be that actually the people that were right and ready have already bought it. And if you haven't filled the audience up with new, fresh people who are of a similar mindset to the ones that bought the first time, then it's likely that they're not good at this. They're still not going to buy. So if even if you're not focused on audience building with your ideal client, then there could be a problem there. And this is this is a big one.

It's happens all of the time. All of the time. So think about it. Are you actually speaking to the same old same old people time and time again, asking them to take action? And they're still not know because they're not going to they're not ready and they might not even be the right types of people to do that. So you just start thinking about building a new, fresher audience of the same out of the people who are buying.

OK, now the other thing, you might just be that you've exhausted the audience in terms of numbers and right people. It could actually be that they are actually feeling exhausted. Now, there's a couple of ways that you can exhaust an audience, physically speaking, and that is by selling, setting, selling, selling, selling, selling, selling, selling, selling, selling, selling, selling all of the time. And people start to tune out because you are just constantly doing it.

Now I'm all up for selling every day. It's something my sales coach, Jessica Lorimer has taught me, something that I try and instill in everyone I coach and into my own businesses, and that is to try and find some way to do that every day. But there's absolutely a way to do it isn't smashing in people's faces all of the time. So if you kind of felt like you smashed your audience in the face with your staff constantly, then they could just feel a bit tired because you've done maybe a huge launch campaign.

You've been talking about it for the last two months or month or whatever. Sometimes it's time for a bit of a break, a bit of a disrupt, talk about something different to bring new value to the table, to offer them a different way to learn from me rather than just the same, same, same all the time. It could be that they're just exhausted by that consistent, constant, same message that keeps coming their way and the tuning out.

So that's one way that you could exhaust people and another way that you can actually exhaust people is my espie over nurturing. So I've seen people run things like online retreats or online summits and actually don't work as well. And the reason they don't work as well is for a while. Well, I think there's a few reasons why they don't work as well. And that's a whole thing for another episode, including the fact that you bring in like 10 different experts and then who the hell did I pick to buy from?

And also, they go on for a long time. Everyone is a bit zoomed out, as they say, particularly at the moment. So but they you know, you take someone through a very intense period and you give them almost so much value that they go away feeling like, wow, OK, I've got all of this stuff to get on with now. And and they're kind of exhausted before we even get to the point where you start saying to them, you've almost given given them too much to think about, too much to do and say that they feel over nurtured and it's just like a God.

No, like I can't even think about buying from you at the moment because I've still got all this stuff that you've just given me to do that to figure out. And so you have to be bearing in mind about how you're selling, how you're nurturing people. And, you know, it isn't necessarily a case of giving too much value. It's just giving people too much stuff to think about is that when people try and cram in a year's worth of coaching into like a three month program and they wonder why they take upset sound something different, you know, they they've put everything into like this great program on a self study basis.

And everyone's thought, OK, OK, well, I'm going to be here for a while, OK, I'll come back to you. And I've got through this stuff. If you don't make things easily, bite sized chunks down, easy to implement, focusing on one stage at a time, you will quite likely overwhelm people and they won't eat up. So they went on to buying from you depending on what stage if you've done that on.

So, yeah, there's a there's a there's a couple of things that on audience that you need to be mindful of and that those are just some of the reasons why your audience might not be buying. They might not be the right audience. They might be they might be exhausted or you might not have any new blood in there to sell to a case that these are the things to think about the audience side of thing. The second thing is look at your messaging.

So is my message. And visibility is going in front of the right people. But you're not actually seeing any bites. The new message might not be quite right to. So there's a three things on this. And your message that I want to talk to you about in the first is the is the something I talk to you about. The very beginning was actually helping one of the ultimate members raise their open rates on the emails that email open rates have been consistently around the nine percent mark.

And and, you know, that's that's that's hardly hardly anybody opening that really. And the kind of industry standard sort of hangs around the 20 percent margin depending on what's going on in the world. So if you're not hitting that, then you need to be really looking at these open rates, because as I said before, if no one's opening your emails or, you know, then or they're seeing a headline and it's not sticking with them, it's not compelling them to actually continue to read on or listen or watch what you're doing, then you've lost them at the first hurdle.

Doesn't matter how great your content is, if they're not opening, listening or watching it, then what the hell was the point of it in the first place? So it's really important to make sure your work is compelling enough. Is it hitting the right spot for your ideal clients? Are you actually paying attention to your headlines? And you know what I might do on the fly? I've got a fantastic blog around creating great headlines, which I will pop into the show notes guys just just just to help you out that I might even create in the podcast episode at some point on headlines.

But they are so, so important. There are headline creators that kind of check, check, check on your headlines to make sure that they're good enough. But do you know what? I don't I don't pay too much attention to them because I don't see how a robot can really figure out human psychology, things that you need to be focused on most in your headline is building curiosity. How are you dangling that carrot to make them want to find out more?

OK, now that could be a useful angle. It could be how to do this. OK, well, I really want to find out how to do that, so I'm going to listen in.

It could be that you leave some of your headline with a blank. Like you'll never you'll never lose weight unless you do this one thing like that's so general, don't use that title to make it more specific than that. But my point is, is you leaving the curiosity. The one thing like is that one thing I really want to is I really want to lose weight. And again, the reason why I'm saying it's far too general is because you want to make sure that these headlines are very nesh, that they are speaking to your particular ideal client because.

People disengage, like lose weight. Well, no, I've tried losing it before I failed because I'm this people like to have a reason as to why they haven't lost weight. So you might want to put that reason inside of that headline. For instance, you know, for those of you want to lose weight and you can't because of X, this is why you know, and they want to figure out why they want to look at it. They want to find out what that reason is so they can finally overcome it.

So enticing people really building that curiosity. That's why you want to build refocus on your headlines as much as possible and making them super specific and nature as well.

So no one is opening a staff. No one's looking at content. There's absolutely no point. Now, obviously, your content is ridiculously important as well. And here is is one of the ways in which you can make sure your content is really hitting the mark and pulling people to take action, and that is building urgency. And you can build urgency in a couple of ways. And, you know, the most obvious ones you might think of is all I've got like two spots left or I've got you've got one more day to sign up or the doors are closing.

So these are like very timely urgency things. And if you ever have that, if there really is a genuine urgency for the fact that they're in the next months, what's left or that there's not much time left, use them. OK, stop saying it is going to end soon. When? Soon. What does that actually mean? Be specific. And how many spots is limited spots like how many do you actually have. So be specific as you possibly can and then the other.

There are other ways to build urgency that that's the thing. So you need to make them aware of the consequences of not taking action like that can really build urgency like what is going to happen to them if they don't move, they don't just get away from where they are at the moment. What are they leaving on the table? Are they you know, what could they be getting? You know, what's the picture that you want to paint for them to make them go?

Wow. Yeah. Actually, if they don't start making changes right now, they're going to be leaving thousands and thousands of pounds on the table. I read a really great piece of content from Daniel Pressie recently, the author of Keepers of Influence.

And he's putting out some great marketing around the different stages since covid in business.

And he says we're all kind of like the puzzle and surf wave at the moment. And by that he meant it was it was about resetting and reinventing before. Now it's about paddling and catching, catching that wave. And he said, you know, so many people feel like, you know, they've sprinted through that first stage. But actually it's not a sprint. It's a marathon. And if you give up, if you stop now, you're going to be missing out on the hard work that you've put into it so far.

If you continue on and you start doing the things he's telling you to do, so and so forth, those companies are going to be doubling and tripling in size.

If they just keep going through showing you what you're leaving on the table, he's saying if you don't keep going, this is we're going to miss out on. So he's helping to build urgency and he's helping people to continue to take action through that messaging. Very, very clever.

So you have to build that urgency around. Not taking action will mean what people are going to be leaving on the table. And also, you know, when they do take action, how, you know, make it simple for them, what do they need to do to get to get there? You know, make some make some promises, show them what can be on the other side if they just did X, Y and Z. And that means educating them on the pitfalls of Y.

So far they've struggled and, you know, to get what they want and how you're feeling that gap with your solution, you know, what is it that you're doing to help them finally achieve what they have? Because people will have doubts. I've invested before. I've tried it myself. I've done all the things. I still can't do it. OK, why can't they do it? And how you educating them on your solution to show them that you are the one that they need to buy from so that can massively build urgency and pull people into that action.

Taking note, the third thing around your message I want to bring your attention to today is a call to actions. Now, I mentioned this is one of the punch lines of the other podcast episode, the week around making your content convert. Your call to action is so important. Are you giving them a clear next step to buy it? Because I talked about, like bashing them in the face with sales, but a lot of the time people aren't actually asking for the sale.

It's actually the opposite issue is that actually you're not giving them a clear next step to buy, to sign up, to join your group to do whatever it is that you want them to do, to bring them into the next stage of that buying process. So are you giving those consistent throughout your content? And, you know, you want to be giving consistent Setas at the beginning of your content, in the middle of your content and at the end of your content so that people are getting used to seeing that?

Okay, this is what I need to do next. People like to be led. People like to know I hate it. When I read a great post on Facebook, I ends. It's like it's it's like it's really rubbish cliffhanger.

I'm like, oh, great. Oh, yes, I've just had a penny drop moment.

But now what? You actually push, you give me some value and it's great and I really enjoyed reading that, but actually I'd like to know what I should be doing next to improve on that, to take that forward, to implement what do I need to tell people what they need to do.

Otherwise, it's going to just leave people hanging and you're missing out on great opportunities. You know, it doesn't always have to be by my thing. It could absolutely be. Why don't you join this so that you can find out more about it? Why don't you download this? That you can find out more about it? It doesn't always have to be the hard sell.

You can absolutely do something softer, but you absolutely must, must, must. If you really want your business to start making traction and seeing the results, more visibility, you're going to put a call to action in there.

So those are just some of the things that you can be thinking about. And like I said, if you are somebody who you know, you listen to this and you've got some insight that actually you just really want somebody eyes on your business to show you either how to fix a problem or what where what am I missing here? That's not getting me to where I want to be. Like I'm doing all right right now, but I'm not really hitting the spot where I want it to be.

If you want my eyes on your business than before, call with me or jump in that Strategy Session this evening, which will help to give you a few more insights as well. And there's also opportunity and that Strategy Session to ask me questions as well. But if you just want a one on one conversation to skip out in the middle man, actually talk to me about potentially working with me and how I might be able to help you achieve your goals, then do just a director's call with me.

All of those details are in the show notes, and that is me for this week. I hope you had a fantastic midweek and a fantastic rest of the week, and I will see you in the next episode.

Oct 07

3 Ways to Accelerate Your Business Growth

By Jennifer Hall | Podcast

Building a market leading business doesn’t have to take a lifetime, we’ve grown a business from start up to becoming a multi seven figure market leading business in just 4 years. 

But what are the things that have enabled us to harness a growth rate of over 700% – in this episode I outline three of the things that we have done to accelerate our growth and that ANY business can also implement.

As always these three things aren’t the only things but they have made a significant difference in our ability to expand quickly.

Useful Links –

Book a Call with Jen  – bit.ly/claritycallpodcast

Download my FREE Seven Figure Market Leader Roadmap  –http://www.marketleaderleague.com/marketleaderroadmap/

Send your emails to jen@jen-hall.com

Book onto my Evolve & Elevate Strategy Session –http://www.jen-hall.com/strategysession
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

In this episode, I'm telling you about three ways that you can accelerate your business growth. Hello and welcome to the Experts Unrivalled Podcast. My name is Jen Hall, I'm your Business positioning and coach and Market leadership expert. And in this episode, I can't wait to share with you three very simple ways to accelerate growth inside of your business. Now, before I dive in, I just want to let you know about a brand new freebie that I have recently created, which is the seven figure market leader roadmap.

Because what I've seen recently is there is so much information out there about these kind of one hit wonder, quick fix, get rich, not necessarily schemes, but these kind of one trick pony ways of making money. And the thing is, is that during times of crisis, during times of pandemic's recessions, things like that, these ways are flash in the pan ways of making money. These aren't consistent, sustainable future proof ways of making money. The only way you can do that is by building a solid business brand that people trust that people want to buy from time and time again that have huge reputation in your industry, and that also has the business model to sustain growing and scaling for, you know, generating that kind of money.

So I wanted to create a roadmap for those people who are serious, not necessarily just about making a kind of one hit wonder passive income product. But for those who are serious about building an empire, a repeatable empire, that becomes a real statement in their industry. And so I've put that together for you. So if you would like to make that, the link is in the show notes, and that is the seven figure market leader roadmap that's going to show you the real way of building a sustainable future proof bulletproof market leading business that can scale to seven figures and beyond the ones that you know about that's available in the link in the show notes.

Just go ahead and enter your details totally free and you can download that instantly. Now, the first way is kind of a scary one, but is also something that I have to learn through this. And actually, Andy really helps me with this one because I am a risk taker. I mean me next to a normal run of the mill person. And I absolutely am a risk taker. I do a fly by the seat of my pants on the hood occasion.

However, against Andy, I am nothing like he is a serious risk taker. But part of the reason he's a risk taker is because he has huge belief behind what he does. So I just want to actually caveats what kind of tips I'm going to give you today with this episode. And these tips are for people who have already validated a business idea because the tips are going to give you a not for those of you who are still trying out a particular product or trying to work out messaging and things like that, because it's you know, I don't want you to be doing these things unless you have because otherwise you're going to end up in a pickle, a financial pickle.

I don't want you to end up that way. But for those of you who have validated an offer and have actually made sales and know that it's a wanted thing in the market, these things are really going to help you to move your business forward very quickly. And in terms of Andy being this amazing risk taker, he really is. And like I said, it's because he has belief behind what he does. H knows that people want what our company offers.

And he has huge belief behind his mission. It's not just about the money for him. He absolutely adores helping inspiring people to travel, opening their minds to what they can achieve physically. And so there's obviously a deeper interest into that as well. But he's got a huge belief behind what he does, and he knows that we're the best company to help provide that service moving forward. And so he takes risks all the time and he invests before we need to do a lot of the time.

And for me, watching him push both of us to do that was actually quite a scary task for me. It kind of really pushed me outside of my comfort zone. I actually come from a very scarce financial background. I grew up in a relatively poor environment. We lived from penny to Penny. And so I had a huge scarcity mindset. And one of the limiting beliefs I picked up in terms of finances is that once money is gone, it's gone, which is absolutely not true.

And I'm learning, you know, I'm a multi seven figure business owner, but, you know, you don't feel like it. And I know I've got some sunblocks to push past in that respect moving forward. But they still those things, you know, that we pick up from our childhood and how we've grown up, they still linger there on occasion and that's one of mine. So him kind of taking these risks and spending before felt that we should, which was a very scary thing to do.

But actually those decisions has helped us grow the business so much. And one of the ways and I'll get to the point now that we've actually done that, pushing ourselves, our comfort zone is actually employing early or outsourcing early before we actually needed to. And that might sound counterintuitive , but so many businesses wait too long to employ and they expand too far. And what they're doing, they try and do everything themselves and what that does is that creates a pattern of doing and it keeps you doing the tasks and the jobs within your business that actually you're not best placed to be doing.

You know, as a CEO, as a business owner, you need to be focused on growing the business and doing the things are going to move that needle forward. And you physically can't be doing that. If you're faffing around with accounts, with Tanvir, with your website, with doing the day job, doing the kind of the service delivery stuff all of the time, you're never going to be able to move the needle in growing the business because you're never spending enough time on it.

And actually, you know, spending time on your business can be a full time job, you know, and it should become a full time job moving forward. You need to make yourself redundant from service delivery. You need to make yourself redundant from your business as much as possible. It needs to become an entity that actually produces money without you having to be in that. Now, I'm not saying that you'll never be a part of the business moving forward.

Of course you will. You're the founder and you will still be heavily involved in some of those critical decisions that happen in the business. But you need to surround yourself with a team of people that can take off your hands, the jobs that really you don't need to be doing that. You shouldn't be doing that really aren't critical to the business. And like I said, your focus should be on making yourself redundant. We need to stop thinking about less about personal branding these days are more about business branding.

I mean, and are we discussing this or how are we going to put that into other track moving forward? And that is positioning each one of our team members as an expert in it. When someone rings in that, they feel totally cared for. And that's something that we've put a real emphasis on. And so that we know that whenever anyone calls in, whenever an emails, then they feel totally satisfied that they're speaking to somebody, you know, at a high level within the business.

We try not to create a hierarchy in the team and that we are all on equal pegging when it comes to that kind of customer facing role so that our customers don't feel like they're let down. So that empowers our team to do the best job that they can do and that actually we're building a business brand as well as those micro personal brands within the business as well. So that's something that we've done is employed early. We've outsourced early. Yes.

We probably have the time to do it. And, you know, when you first start, sometimes you do need to put that time and at the front end. But if you have a validated product and you know that your messaging is working, you know that your angles are working and that you can get people to buy, that is the time when you have to let go of the reins and allow the business to grow as much as it possibly can.

And that might mean employing early to give you the time and the space to really get that critical thinking and that strategic hat on, to look at the business from a from above and think strategically how you're going to grow it. And you cannot do that unless you give yourself the space. I spoke to a business owner recently who works in a call with me who wanted to chat, and you had to literally turn her away. And I love her.

And she's like, no, I've made a decision to work with you. And I was like, that's great. Now's not the right time. You're far too busy doing the due to actually take your business any further. And, you know, we had to kind of set her off with this plan of actually creating more space in her business before I could help grow it, because even if I gave her any of the tasks to do and the things to go and think about, she wouldn't have the space or time to implement or think because she's too busy in it.

You need to stop breathing more space and more time into your business in order to start having that critical strategic thinking that you need to have. And the other thing, the next thing I want to talk to you about is actually creating more time in your business through outsourcing into other areas of your life, not just necessarily in your business, but actually thinking about outsourcing, you know, things like childcare. When I first started my business, I had a newborn baby and I had to in order to move forward.

And if I wanted to, of course, I had the choice not. Of course, I had the choice to completely take my foot off the gas and spend time with my child, should I have wanted to I just want to make that clear. I had that choice, but it's not me. And I don't I'm not guilty about that. I don't have any guilt around it at all. I know. In fact, I'll let let me just rephrase what I just said, that I have no guilt now.

I have to sleep all the time, but not through making my own choices, more so from judgment from others of what they expected me to think and feel and do. And that's something I've had to work hard personally on for another day, for another episode. And I just want to be transparent. I'm not bulletproof on him. And I did have that pang of, gosh, you're really making the right decision here because other people seem to think that I should be doing something differently for me, for who I am.

It was absolutely the right decision. I didn't put her into full time care, but I absolutely spent money and invested in child care in order to release time so that I could also spend time on my business because my business is I've always said, just like my other baby, it's part of me. It's what I do is what exhilarates me, lights me up. It's what I enjoy doing. It sets me on fire. It allows me to live my purpose and my mission.

So that was very important for me to do as well as well as being a mother. And I wanted both and that's what I did. But I had to create time and space both for my business and for my daughter. So I had to make that commitment. So actually employing other people to pay for childcare, for cleaning, I cannot stress, like how life transforming, having a cleaner is and how much time you actually spend each week cleaning your house and how much time you would save both in emotional drainage and also through time spent doing it.

Hundred percent get one. They're not that expensive. Get a cleaner, you know, invest in child care. If your child doesn't go to school, you know, find ways, get a housekeeper, do whatever it is you need to do in order to create that time and space for your business growth so that you have enough time so that you are not encroaching on burning out, because that's what will happen if you try and tackle, you know, running a house as a full time job.

Like I did that for a bit. I said like I had a newborn. I husbands. I spent some time, you know, not doing anything. And these first early months was caring for my child. My God, it's like you're not just caring for a child, trying to keep the house. That was a full time job in itself. And of course, obviously, I have other people in the household that were helping, but it's still a big job to do, especially when you're the kind of the main person doing it.

It can be can be very time consuming. And so you're spending so many hours doing a job that actually you could just pay someone else to do because your business is going to reap so much more money off the back end should you spend time on your business. So you have to really look about how you strategically using your time. Are you doing things at home that could be outsourced? You know, obviously I've I've actually created a four day work for day working week, sort of Friday.

It's extremely rare that I actually work because conversely to what I've just said, too much time can actually work against you, because if you got all the time in the world, that's the time when procrastination likes to kick in because your brain goes over all the time in the world. You can do that. And there is episodes in this podcast series that will talk about how to overcome procrastination and the importance of setting deadlines and micro deadlines for yourself. It will to keep yourself on track, accountable and keep moving forward.

But you know something I found during these times where Ali hasn't been able to go to school or have had less time is actually I've been far more productive, having less time on my hands. But you still need time. And if the time that you do have is only spent on doing critical business things that really, you know, just to keep it going in, to keep customers happy, that's not good enough. We need actual time crafted in each day that you are spending on working on the business a minimum of 90 minutes a day that you can spend working on your business.

That's what you should be aiming for as a bare minimum. And if you're not hitting that, then you need to start outsourcing at home to now. The third thing is actually a pretty obvious one, but I don't about quite a lot, which is actually investing in coaches and experts. Now, this is the only caveat around, you know, these tips for people who have validated business idea. Actually, no, this one isn't necessarily the case.

A business coach can absolutely help you to figure out your business idea and help you validate that business idea through a process of trial and error. So, you know, and they can absolutely. How many people validate ideas, find the right messaging. Angles really dig into their ideal client and understand their avatar so that they can start to get the right angle because it's all sort of from that angle and off. It's all about the angle. It's all about how you offer the product, because a product could be one wanted, but you're just not hitting the mark with how you're actually putting that to those people.

You need to make sure that it's articulated in the right way so that they understand why they need it, why it's urgent that they have it, why their life is going to be much worse without it in all of these sorts of things and by product. I could also, you know, made me here talking about services and service in particular, because, you know, we need to productize our services. So when I'm talking about products, that's what I mean.

This kind of tangible product that we've created through delivering those services. But it is all about how you offer it and an approach can absolutely do that. So this doesn't quite meet the caveat that I mentioned earlier. So this is absolutely for you as well. If you are someone still listening to this podcast and as someone who hasn't quite really hit the mark with making sales yet, but, you know, you're on to something and you just need help to tweak that, then absolutely.

A coach can help you do it. But you know what? I spent so long fumbling around in the dark, it was only once I invested into people who have been there and done it in real time, not going to university and learning how to market or reading, marketing for dummies or anything like that, actual learning from actual people who have created successful businesses, who have proven to make money, who have proven to create reputation and credibility and have gone and got their stripes.

Learning from those people is what is going to accelerate the process moving forward, because if you don't do that, you are just fumbling around in the dark. It's like trying to learn from Googling things or watching YouTube is never going to happen. Both Andy and I have invested separately into different coaches and have come up with some amazing strategies, ideas and levelled our thinking. And could consultants, coaches, whatever you want to call them, people like me, for instance, who has been there, done it, got the stripes, can seriously help you to accelerate the process of running a business.

So if you're looking for fast growth and you want to start making money sooner or you want to start rising the the ladder and the positioning within the market sooner than getting a business coach doesn't have to be me, guys. It can be you know, it really does depend on what your goal and goal is, you know, what are you after? What's your most critical, urgent issue right now? You know, if your security problem right now is like, I don't know, fixing your email management system so you can set up email them, I'm probably not the right person for you.

But if you are looking to become a market leader, to start making more money, to scale to seven figures and beyond, to really start working on your positioning, then I am the person for you. I am that business coach that can help you do that because I've been there and done it. And that's you do your due diligence, guys, just because people promise things, you want to make sure that they've actually done the things that they're saying that they can help you with.

I see so many supposedly amazing copywriters out there who haven't actually sold anything ever, who have actually proven that they're copywriting skills, have actually made any money off the back of it. This lovely wording, and it sounds gorgeous, but actually, is it converting? So be really careful where you're putting your money. Make sure you do due diligence and the people that you're putting your money with have proven to get the results that you're that they're saying that they can get.

So make sure they've done it, whether that's that they've got those results themselves or whether they more importantly, they're getting their clients results as well so that, you know, that you're going through a proven system. So I'm caveating this would do the do the groundwork first. But I 100 percent if you take anything away from this today, guys, if you want to grow quicker and I so wish I'd invested sooner and get yourself a business coach that can help you move your business forward because it just makes everything so much easier.

And for me, like I look back, I just I think I've spoken possibly the last episode or I'm one of my Facebook lives I can't remember. But around how I felt to sign up to a 30 pound subscription, which was an investment into my business where I can have some kind of ongoing sales support. My business, it felt really scary to do so, I get it, I've been there and done that, it's so scary to invest into your business and to kind of make that commitment to it.

I do get it. But I look back now and I just want to give myself a slap and just go, why didn't you do that sooner? Because you would have cut out so much wasted time. You would have heard it from the horse's mouth and you would have just got the exact roadmap that you needed to take yourself forward had you invest in the right person. Of course, because I've seen a lot of people. But obviously, which is why I'm saying do you do due to due diligence, but it is so critical.

So, yeah, that's my last fast growth tip. It's a quick win one. And I don't think I need to leave it a point too much because, you know, you just just look, ask anybody who has created huge success and they will tell you they didn't do it on their own, that they did have to invest. You know, I see people like quibbling over like paying for their active campaign subscription, you know, do I need it?

Yes, you do. You've got to invest in your business, you know, and sometimes that's the very beginning. And sometimes you might have to invest in your business. They say that, you know, a lot of businesses make a loss in the first, you know, two to three years even. And it's only after third year they start making a profit. Now, I don't necessarily buy into that. I don't think you need to make a loss for two to three years before it takes off.

That has been a trend in the past. But I think that, you know, well, put it this way. We've not made losses when we fight start ups in our businesses. And, you know, we're not not even in the first year, but, you know, particularly in the first six months of running start up 100 percent. You know, we've gone into debt before. We've actually made the money back. But what it's enabled us to do is to lay the foundation in order to succeed moving forward in the future.

Now, I'm not suggesting that you're spending money that you don't have or put yourself in any kind of awkward financial position. That's not my bag. And I don't down that route. I'm just letting you know from our experience, that's what we've done. You know, we have had to put an outlay down and invested in things in order to move forward. And we've had to do that earlier than what potentially, you know, your accountant might suggest you have to dip some early investment in into the growth of your business, into the future of the growth of your business.

That is a fact. That is just the way it is. And I'm not going to follow that up anymore and justify it. That is the case. I remember listening to Danny Priestley, who said that when he first started his business and by the way, he's written books like Keepers of Influence and Oversubscribed great books. By the way, he said that he had a business credit card that he had to clear off at the end of each month.

So he spent on this credit card and then made the sales back and put the money back on the card, reinvested again into this every month, I think the first year of running his first business. That's how he made traction. And in essence, he was he in his circumstances, he was spending money he didn't have on that credit card. But again, he had an Andy mindset. He had that belief. He knew he was going to move before and he was going to make it work.

He'd validated a business idea. He knew that it was it was going to make traction. So he had belief behind it. And so that's how he did. How did it for him? He used that credit card and then and then people back home by the end of the month and the same again and the same again so that he could continue to expand and grow. So, no, I'm not an advocate of putting yourself in a financial position, and I really don't suggest you do that at that point.

I will labour, because anyone who's in a position where they're they're not financially secure and you're putting your the roof over your head at risk, you're able to put food on the table. Don't ever put yourself in that position because it's not good for your mindset and it's not good for business growth. But I absolutely do believe in business loans. I absolutely do believe in business investment and credit cards and things like that. You know, I'm just going to talk openly about it.

Why not? Where you can afford to make those repayments, you know, great. Do it because just make sure that you're putting your money the right things. That's the only thing I will say, because I've seen a lot of money spent over the years through various business friends and clients where money's been put in the wrong places and it hasn't reaped any benefits. So just be careful about where you're spending it. But investing early will give you a faster growth.

Of course, you can do it without, you know, investing early, but it's going to take you longer to get there. And you will say, like I said. The very beginning of this podcast, you have to be careful that you don't get into bad habits, that you don't train yourself to stay stuck because you're doing everything, at some point you're going to have to let go of the reins and you're going to have to expand and lose some of the profits in order to gain more profits, whether that's spending money that you don't have or whether that's losing out on the profits that you're currently making, whichever way you want to do it, whichever way you want to work it, at some point you're going to have to lose out to make more just the way it is.

So there we go. That's today's episode. I really hope you enjoy it. You enjoyed it. I popped the link in the show notes for you to download your seven figure market leader roadmap to help you see the steps that you take make in there. It's got these foundational steps you to take right now to in order to make sure that you're laying the foundations for a solid business. Plus even more so. Make sure you go ahead and download that.

And she notes and I'll see you guys in the next.

Sep 30

How to Use Controversy the Right Way to Attract the Right Attention

By Jennifer Hall | Podcast

How would you like to be the business owner that gets attention from the right people for the right reasons instead of being Mr/Mrs McNegativity that just gets everyones backs up including your ideal clients? 

I’ve not only seen a continual drivel of negativity from business owners thinking they are ‘speaking on behalf of the people’ when actually their audience are just hitting the mute button… but I’m also seeing a lot of opinions and ‘people bashing’ going on for the sake of getting attention. News flash – this does NOT lead to sales or respect.

But how about finding a controversial angle that actually gives you a stamp of authority and positions you as a strong leader… in this episode I’ll show you how to polarise effectively to get the right people to tune in.

Useful Links –

Book a Call with Jen  – bit.ly/claritycallpodcast

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Send your emails to jen@jen-hall.com

Book onto my Evolve & Elevate Strategy Session –http://www.jen-hall.com/strategysession
Special Mentions – Colleen Kochannek – helping women from the typewriter generation (aka over 50) become successful laptop entrepreneurs.
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

Have you thought about stirring the pot a little, but are worried about how that might land in this episode I'm going to be talking about how to use controversy the right way.

Hello and welcome to the Experts Unrivalled Podcast. My name's Jen Hall, your business positioning couch and Market Leadership Expert. And today's episode is Episode 50, which I am super, super chuffed with. You know, 50 isn't necessarily a particularly miraculous number. However, this podcast is a form of content which I have been promising myself to stay consistent with. I have done that day. It was a day out, week in, week out, creating podcast episodes every single week.

And so we're on Episode 50, which I'm just super chuffed with because we're nearly approaching a whole year of the podcast. And it's just been an absolute blast creating these episodes for you guys and hearing all of the amazing feedback from you as well. It would be really, really amazing if you guys are regular listeners or even if you're not even if you're new to the podcast. If you're enjoying the episodes, please, please, please. I would love it if we could start to push this podcast a little further up the ranks.

To get the message out there to help more business owners become market leaders would just be absolutely amazing. If you wouldn't mind leaving a review on iTunes or wherever it is you have, it would be absolutely amazing because it really does help to get the message out there and to push this out there to more people. So, yes, reviews all the way pretty, please. And also, if you do leave review, you will also get a little shout out.

So make sure that you let me know afterwards via email. That's easier, jen@jen-hall.com to let me know that you've left a review. And of course, I'll give you a little shout out as well on the podcast. So today's episode is Episode 50. I was trying to come up with think of episode 50. What are we going to talk about today?

And I thought I would go with an interesting one, an interesting topic around using controversy as a way to get attention, to help people to see more of you, because everyone's looking for that kind of hard hitting angle that's really going to start getting people to notice them, to see what they're doing. In my program at the moment in our group call, just last week, we were talking about this. We're talking about what are the hard hitting angles that you can use that are relevant to your niche and to your industry that will actually start to see you starting out.

Because the one good thing about finding those hard hitting angles and finding those strong opinions is that it really does set you in good stead. It positions your authority in your field. So it's something I absolutely recommend doing. And by the way, if I'm looking to find out more about the Elevate program, you could do so literally by Googling, you know, market leader, league elevate program and the page will pop up. Or if you'd like to just jump straight on a couple guys to discuss how I can help you become a market leader or any of the other options that I have for you, then do make sure that you could call in the show notes, I think is that should you want to?

But we were talking about it and we were discussing the different angles that we could take for each different individual to really find the topics that would make them stand out. And relevancy was key because something I see that's done very badly is when people trying to be controversial just generally. And it almost feels very forced. It feels like, you know, you're almost being controversial for the sake of it, like you just have something to moan about. And so one of the lessons that I've learned over time, because when I first came on the scene, I was following some very kind of like harsh, hard hitting coaches, if that's what you call them, where they would be kind of calling out the B.S. and all that sort of stuff.

And it really rubbed off on me. And so every kind of piece of content I wrote, it was it was rather aggressive, actually. In reality, if you to go back and read some of my stuff, it was quite it was quite aggressive. But something I've actually learned as a business owner over time is that negativity and controversy and all of those things are best use like sports. Too much salt in your meal will turn really lucky. And that's what happens in your business.

If you use just a pinch here and there, it really start to boost the flavor and reap a stamp on your authority. But you go overboard. I've seen this a lot recently on the underground ear to the ground. I've seen and heard and seen a few coaches who were just continually this kind of got to the point where they're just moaning, they're just moaning online. They're just getting aggravated by every little thing in their lives because they think it gets some attention online and it just continually comes out.

And I hear so many people, you know, quite rightly so, saying, you know what, I really love what this person does, but I can't bear to hear them on social media anymore. You know, their processes and the expertise that they're teaching a great. But actually, I'm just bored of listening that negative energy constantly, all of the time isn't doing them any good. And that's why you need to be careful, is that yes, it's great to be visible on social media.

Yes, it's great to be talking about things that are happening your day to day life.

But, my gosh, like don't go too far down the hole of negativity and controversy because it can actually be a big turnoff. And, you know, I scared a lot of people in the early days. You know, people were scared to work with me because I was just like, you know, almost too much. And in real life, I'm not like that. And that's the thing. And, you know, sometimes if you're a newbie listening to this episode, you know, it does take time to kind of learn your voice and get to grips with, you know, who you are and really aligning the content you're putting out there to the I apologize, guys, the buzz words about to come out, but the authentic you, because I see so many people like, you know, turning on, turning up the volume, as it were, on their content, but actually it's not really them.

So how do you find the authentic statements that you truly believe in that you do stand for? Because if you don't find those authentic statements, what happens is, is that you go out there and you think you're being controversial and you think that you're getting attention and that it's going to get people talking. And, you know, lo and behold, quite often it does it does get people talking, but it doesn't always capture the attention. And then you get the you know, the trolls out there, like, if I ever see something like I don't agree with or that, you know, I just think, oh, gosh, please be quiet like not you again are swollen.

Like, I'm not going to waste my energy trolling on things that really got better time to be spent elsewhere. But you will find these people who to who like spending their time on these things and they will start to trust me and they will start to write comments, you know, and they will start, you know, spending lengthy time arguing with you about a particular point. And if you're not prepared for that and actually you know, some of these cases, these people who do seem to have time on their hands, you know, on the on occasion, they actually do have a good point.

If you haven't thought through your opinion or thought through your points properly and you're not actually creating this content from a place of calm and thoughtfulness, then you're just going to find that you're going to be all.

Actually, you do have a point there. Oops. Now, how am I going to like, you know, get over this and then you just find people deleting the posts because it's like, oh gosh, I do actually know how to defend my point because actual my point wasn't very good and I didn't really think about it and I just wasn't engaged, not just spouted out there. Or if you like some of these other coaches out there, they will just continue to just blindly spend awful amounts of energy on arguing these trials.

And it just doesn't do anyone any good. It gets attention for all the wrong reasons. And so you have to be prepared to defend your corner. So that's how you find your authentic statements. You authentic, controversial angles is by actually looking at it. Hey, what do I truly believe in? What would I happily defend to the hilt and not necessarily spending hours and hours debating with people, but actually having thoughtful responses to say totally get your opinion here.

But, you know, under these circumstances or in this experience that I've had, because your experience is fact, at the end of the day, this is what I found and of and you and you feel confident and comfortable that you're happy to defend it without deleting your post, because you're happy to have people told you because they will even in the cases where you are being authentic, even in the cases where you are stating your opinion in a very thoughtful way, you will still find people with all the time in the world that they seem to have on social media wanting to have arow.

You will get these people when you have a controversial angle. And but it absolutely is very important. You do stand for it because it is authentic. Don't would be deleting your posts. And this is the other thing is that, you know, controversy, whether it's authentic or not, will always attract that kind of attention. And you've got to be brave. You got to stand your ground. You've got to not believe not. You've got to be thoughtful enough in the first place or not.

You need to edit what you said so that you say in a strong and strong way where you actually leading with that opinion and that you're not running into the corner grocery store. I should have said that. I shouldn't have said that. No, you should say that, because if that's truly what's you genuinely believe, then you absolutely should. So you've got to find these different angles. And it doesn't necessarily mean that you have to bash people, because this is another way I've seen it gone wrong, as you know, bashing other people when they've got a controversial statement.

And you don't need to do that in order to make to have an opinion on something, show people the right way to do. Things, you know, fine point point things out that you don't agree with, but let's not bash people and that's rather than just bashing or pointing things out, actually, look. OK, so how could this be done better? How would you like to see it had been approached? Why do you believe this is damaging?

Why do you believe that that way of doing things is actually causing a problem? You know, it's fine to have these opinions and you absolutely should because it gives you that stamp of authority in your space and it pulls the right people over to you.

Your way of thinking and it repels the wrong people, you know. So you want to make sure that you're doing that? Well, I see a lot of times people try to be controversial. They push the right people away because they haven't been thoughtful. They haven't really researched or really dug deep into their own thoughts around it to actually come out with an articulate response or an articulate way of putting it. So it's really important to think before you put things out there.

You know, people have come up with some great ideas over wine that actually in practice, it's completely bad. You know, there's been lawsuits taken out and people you know, I've seen things massively backfiring, people faking bankruptcy to prove a point that, you know, bad news travels fast and the good news and all of that sort of stuff and actually lost a lot of their audience's trust because they're just like, gosh, you just told this weird lie that isn't true to prove a point and, you know, and it gets people's backs up.

So you do want to think about your leadership and how you're going to approach these things, because being hard hitting and finding these controversial angles is very important. That is important to do it in the right way so that you're not getting people's backs up. And like I said, I've been there and done that. You know, I've learned the hard way where, you know, I did push push the right people away instead of actually doing, you know, polarizing properly where I was pushing the wrong people away and attracting the right people.

So be thoughtful about what you're doing.

And so I wrote an article I'm going to say now, maybe six months ago, I can't remember on my LinkedIn profile.

And it was around the silo mindset of women's networking. And this was a controversial angle because it's for a couple of reasons. One, I have been very strongly part of women's networks. And by the way, I would happily be part of a women's network again as well. I don't have anything against women's networks, but I have spotted a huge problem, and that is that there is this kind of mindset level. A lot of women choose to be in women's networks because they feel that it's a safer environment to be in.

And they also are perhaps newer to business. And it's a very scary world. And see, what you find is that you end up with these women's networks full of women who are new to business, who don't have that much experience, and therefore the knowledge level in terms of when you're networking with these other women, because as we know, there are also great mastermind experiences as well. You're the some of the people that you surround yourself with.

You can find it very difficult to kind of move beyond that next level to be more successful, to find the ideas that are more successful and to find, you know, network and networking is about finding a network, a finding, a broader network of people who are potential clients or who can open doors for you. And if we're all at the very beginning stages of our business, when we're all networking together, you're not going to find that experience because they just don't have a network.

They don't have the experience. They don't have the knowledge. And that's the issue that I spotted with women's only network. And, you know, my solution to that is absolutely stay there. And and also it's very important that there is that space for those who need that bridge between really taking your network into a more serious level. You need those more friendly, friendly and nurturing environments sometimes before you can be brave enough to step in environments which are totally outside of your comfort zone, where he is massively scary and maybe people are networking in a completely wrong way with businesses.

This is called stuck in their teeth, trying to force it down your throat. But, you know, the upper level of confidence to handle those situations, to stand for yourself, knowing that that's not the way to network and that you're going to do it the right way with the right people and that you happily be an environment where these people exist because you can stand your ground if you catch my drift.

So I thought about this topic a lot and I didn't want to bash women's networking. And that's the thing. This is what I mean about being thoughtful, because, like I said, I'd happily join another network, women's network.

And all women's networks are, as I say, it just happens to be the majority. Of women's networks tend to be that way, but there's nothing necessarily wrong with that. I'm just pointing out that if you want to step up to a new level of networking, to take a broader mindset, you need to surround yourself with people at different business levels. And if you're in a women's network where you're all at the beginning stages, you're going to find it very difficult to level your skills and open new doors.

And really, that was the point I was making. But I tried to be as thoughtful as possible and really try and articulate all of these different angles in the same article. So it's almost like 10. Feel free to go in, search and dig it out and have a look at that. But it went down really well. It did catch a few people's eyes. It did get a few people's backs up who didn't fully read the article properly.

And I referred back to the things inside of the article to say, yep, totally get where you're coming from here because people can go, well, I'm part of women's networks that mean I'm not going to be successful. And the answer is no, that's not necessarily true. That's part of, you know, your journey is to take those steps that I'm encouraging people to think a bit bigger and to really open their network and surround themselves with people at different success levels, whether that's male or female, whichever the gender, but to really look at who you surround yourself with.

So I was able to go back and articulate responses back to people who were having, you know, umbrage with what I was saying. But I was still standing strong, in my opinion, and what I genuinely believe to be an issue. And it was a great experience that actually went really well. But I said in the beginning stages, I've had some very horrible experiences where I've just what is it going to fall away and hide in a hole because it's all gone terribly wrong?

Because I didn't really think about what I was saying. I didn't think about the other side of the coin. And you need to do that. You need to put yourself in the shoes of your troubles to then predict responses so that you go, OK, if they said that, you know, what would what do I say back? Do I still have a point or do they have a point? How can I address this in a way that still has a very strong opinion, as still stands firmly on one side of the fence, but without necessarily having to be offensive, you don't need to be offensive to be controversial.

I truly believe that. And I know that there's so much contradictory advice to this where it's like, no, you need to turn the volume up. You need to say what you believe. You need to get out there and add the F word in or do this or do that and make it really ballsy and just really just go out, go for it and, you know. Yes. Have an opinion. I really don't believe that you need to do it in a way that does that.

Do you see real, true market leading companies out there on the Internet offending people successfully? The answer is no. No, they don't. They lead their leaders. They lead thoughtfully and they take a stance and they stand for what they believe in. But they don't have to offend people in order to do that. They just have a well-thought-out argument, as it were.

You know, then they're putting their argument forward in a way as if almost as if it was a court case to say this is this is what I believe in. And, yes, you can say in your own way, yes, you can. Our personality doesn't need to be a kind of like a formal document, but it does need to have thought behind it. And you can absolutely stand behind what you're saying with power and passion.

And you can even out the F word in there, if you really wanted to, is not really going to make that much difference, particularly if you're standing against something that goes against, you know, humanistic, fundamental values, you know, sometimes as a case for a strong word here or there. But again, just think about the other side of the coin and actually come up with some thoughtful arguments around that before you put it out there so that you're prepared to stand your corner and say, yeah, I'm all for a strong opinion, I'm all for strong controversy, but just be mindful, be thoughtful, and don't just turn it into people bashing because I really don't think it's necessary and it doesn't really paint you in the best light.

And if you do it constantly, you know, once or twice people kind of read and go. That was a bit sharp. Not sure. Not sure I agree with that, but cool. And again, I'm what I'm saying that I'm talking about the right you're right. The right kind of people here, not necessarily the wrong people, the wrong people. You happily, you know, they could happily trot off the right people will forgive you a couple of times, but if you're constantly doing it, then you will find people will just tune out and you will put the right people off.

So, yeah. So just just be thoughtful in the stance that you take in order to make sure that you're ready to stand that corner and that you're not having that vulnerability hangover, that you just put your ass on the line and then it's all a bit scary afterwards. So that's my biggest hit when it comes to controversy and put forward your argument, put yourself in neutral shoes and know that you are still happy to stand your ground regardless of the thoughts of others.

The other thing as well is, is that some people think that they're being controversial when they're not

If you're thinking of an angle and you actually think that you won't find anybody that's going to have a problem with it, then you're not being controversial enough to say, here I am, changing my tune slightly towards the end of this podcast, because equally, if you have a controversial angle, you need to have a controversial angle. There is absolutely no point coming up with something where you think everyone's going to be agreeing with you because that's not really hitting the mark.

We need to take up that next level that's going to capture attention and that people are going to find it intriguing enough to want to find out more about what you're talking about. For instance, I'm going to give you an example of one of my Elevate members, Colleen, and she is amazing, by the way. She helps business owners over 50 to actually start making their online business work because it's, you know, for that age group, there's a lot of issues with tech overwhelm.

And, you know, if you haven't ever been in this kind of like, you know, tech world before or even online business well before, it could be a very confusing place.

So she really helps the age group to work through the foundation, the hidden foundation of pieces that people don't really talk about to really start getting their online business to work for them.

And something that she said happens all the time is that she ends up attracting people of that age group who are at a lower level.

They're not really serious about their business. They're happy, happy making doilies and their little fuzzy friends that they want to sell on a farmer's market.

And they're wanting to make millions from it. And she has an opinion, which I completely agree with, which is that's just not possible. You know, you're not being realistic in terms of, you know, what you're trying to attempt to do. If you're not thinking bigger, if you're not outsourcing, if you're still attached to knitting, then you're going to have a problem with making the money, because the capacity issues, along with many other things, are very wrong with that situation in terms of the the realistic things that they're coming up with.

So, you know, she said to me, you know, she's got this interview with somebody who creates these amazing chairs that they upholstered these these chairs paint them crazy colors, amazing patterns. And she is has really scaled that. And she's this woman's have like a 90 day launch. And so there was a part of her. She wants to interview this woman because she wanted to show that you can turn your passion into a business. But, you know, she was also saying, I also don't want to be attracting all of the the stall type businesses who are out there on the farmer's markets trying to sell their stuff, because that's not the crowd that she wants to attract.

She wants to attract serious business owners. And this woman who these chairs is not the norm. She's had to do a lot of things differently. She's not attached to the doing and the actual making of those chairs. She's outsourced a lot of things. She's had to think bigger. She's had to think, you know, capacity. How are you going to cope with more orders, all of these different things. And, you know, and how she's turned the upholstery business into actually teaching people how to upholster and selling products on the back of that.

So she's so much bigger than just this one idea that there's one concept that she originally came up with. And so we really dug into that and we wondered, you know, trying to find ways that we could put off the wrong people. And sometimes that has to happen through a controversial angle. So the angle that she came up with was basically, well, if you see what I said a minute ago, if you're hoping to make millions sitting on a stool, selling a doilies, it's not going to happen.

And, you know, that is hard hitting. That is going to put those people's backs up or it's going to help them step up and go, gosh, no. But I want to be like this woman you're interviewing. I want to scale my business. I want to take it seriously, and I want to take it to that next level so it either helps people step up or step out, which we know which one is going to happen is up to that person, you know.

But at the end of the day, that's what good controversy does. It helps people step up or step out. And that's what she's doing, which is just incredible. And, you know, I was like, how how do you feel about saying, that's it? Absolutely. It's what I believe. I truly believe that.

It's just fact that that's not going to happen and it's going to really help to put those types of people off so that she's not generating an audience full of people that are never going to be great clients for her and potentially never going to buy from her because they're never going to be wanting to spend the money on business coaching when they're not taking their business seriously enough. So there's no point attracting these people. So who is it that you don't want to attract?

And how can you actively put these people off by stating what you truly believe to be true, knowing that these people will have an issue with it? We'll take umbrage and piss off.

There goes the explicit level on the podcast today. But it was always going to go that way, wasn't it?

With the title, we have it around controversy. It was always going to have a swear word or two in here.

But yeah, you don't want them near you. You want them to be as far away as possible. And that's another great way to find a controversial angle is to think about it that way. Who don't you want to attract? Let's find an angle that's going to annoy those people. And then let's find an angle that's going to pull the right people towards you, but you can do it without being fully offensive. There's no name shaming there. It purely is saying that that train of thought is not is not going to produce the amount of money that you're expecting.

You know, it's not saying, you know, you and your crappy little business that you've got on your stool and really bashing them about it. It's just saying that plain and simple, if this is what you were hoping for, a million, a million dollar business and you are still stuck doing, creating, knitting the doilies, you're going to have to do something differently. And that's totally fair. And it said with love, it's it's sad to help educate and people can make decisions based on that.

You're actually helping people to say, OK, well, actually, that's let's readjust my thought patterns on this. I'm actually happy sitting on the stools. I'm cool with that. I like it. I enjoy it. It's fun. It's a hobby. Or do I actually want to take this seriously and take this business further and actually scale it stop being offensive? It's just saying how it is. But some people will take umbrage to it and that's a great angle.

So that's a great way to find that. A controversial angle. Who don't you want to attract? So there we go. Those are a few tips on how to use controversy the right way. I really enjoyed the episode. Again, if you would like to talk about working with me to help you really nail your messaging, to help you find these hard hitting angles that you can talk about with authenticity and with backbone without running into the corner and hiding, then do make sure you give me a buzz.

Bigger call in the show, notes below. There's a link in there where you could be cool with me. We can discuss how I can best help to position you in the market so that people pay attention. They see you as an authority, as an expert and a business to pay attention to and actually do business with us their number one choice. And do make sure you click the link below. Anyway, it's been a fabulous time talking to you guys this week.

I really enjoyed talking about this meaty episode. If you got any feedback, if you want to send through some of your controversial angles, I can maybe do another episode on this topic and I can shout out a few of these controversial angles. Do make sure that you send them to me at jen@jen-hall.com and I will make sure make sure you put your name what you do as a business. And I will perhaps the whole episode on controversial angles.

And if you've got a controversial angle that went bad, feel free to keep it anonymous. I won't mention the name, but if you just want to send that through to talk about to help other people not make the same mistakes, then I would love to hear about that as well. Good and bad stories is always a winner, so let us know. Like I said, I'm totally transparent. I've had stories that have gone down like a bucket of sick, but done right, done well.

You can really make a stand, really grab the right attention and really position yourself as an authority in your market. I will see you guys in the next.

Sep 23

How to Stay Consistent & Motivated with Visibility

By Jennifer Hall | Podcast

Made a commitment to being more visible? CONGRATS! But have you really thought through your plans? How are you going to stay consistent and motivated WITHOUT burning yourself out?

In this episode I talk through the key things that you need to think aPlease 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 formatbout and also stick to in order create a sustainable marketing and visibility plan that works!

Useful Links –

Book a Call with Jen  – bit.ly/claritycallpodcast

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Send your emails to jen@jen-hall.com

Book onto my Evolve & Elevate Strategy Session –http://www.jen-hall.com/strategysession
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

Are you struggling with your consistency and motivation with visibility then listening to this episode, because I'm going to be showing you how you can banish that struggle and start moving into a more fluid marketing plan. Hello and welcome to the Expert Unrivalled Podcast. My name is Jen Hall, your business position and coach and Market Leadership Expert. Now, in this episode, I thought it was really important because it's kind of off of the back of one of the episodes be extremely popular around strategic visibility so that you're not ending up exhausted and broke.

If you haven't listened to that episode yet, I strongly suggest you do, because it is a fab episode. But I wanted to kind of follow up because I know a lot of people are still finding it hard to stay consistent and motivated with their visibility. And it just so happens actually, inside of the Elevate program, a lot of the members are looking at their marketing plan, looking at their visibility, and are really ramping up for the different launches that they have coming up for various different programs.

And so they're really looking at the best ways in which to show up to their audience and how they can do that without burning themselves out. Because I see this a lot with this whole kind of launch mentality where people try and do too much and they end up getting really, really burnt out or that they're trying to become more visible because they're recognizing that they don't have an audience to sell to. And so they're trying to build their audience in the following so that when it does come to launch time, it doesn't feel like you're talking to the wall, that you actually have people who are primed and ready to buy from you who are the right people.

And so we kind of have, you know, these two different camps at the moment, people who are looking to to launch or people who are looking to build their visibility strategy in their marketing plan.

And I'm seeing even happen inside of the program where it is nothing to do with the people that are in there. It's just human nature because, you know, we're committing to something. We want it to be great and we're ready to kind of go go big or go home is one of the one of the Elevate members talked about this week. And and that's that's great that people want to do that. But we also have to be realistic in terms of sustainability.

What is sustainable for you moving forward and how you able to stay visible for either the launch period that you've decided on or the ongoing with your ongoing visibility? Are you going to be able to commit to that and stay on top with your energy? Because if not, that's really going to come through in how you how you sell or and how you show up. You're going to come across as burnt out and tired, and we don't want that either.

So that's something that we're working on inside of it.

And by the way, if you want to have a discussion with me to find out whether you would be a good fit for Elevate, which, by the way, helps you to get to the number one choice in the market to market the level, we cover a variety of different things from positioning, messaging, niching launch plans, visibility, marketing, branding and ensuring that you're actually monetizing all of those things.

If that is something that you would like to discuss, then please do make sure you become cool with me at http://bit.ly/claritycallpodcast. Cool podcast, but the link is in the show, so do jump on a call with me. That's something you'd like to discuss and apply for and we'll have a chat and I'll let you know whether it is the best option for you or not.

So back to it then. So how can you stay committed, stay consistent and motivated and keep that on a sustainable, even pegging? Because it is difficult, because we want to be in as many places as once. But I would actually say that is one of the biggest mistakes that people make. They try and be Gary V, you know, yesterday they weren't showing up at all and today they're like, right, committing to visibility.

I will become Gary and I'm going to be absolutely everywhere. And the problem with that is that, you know, it's just not sustainable. You can't take that big leap. It's not going to work out for you. It is really is going to end in burnout. You're not going to be focused enough either.

And we have to understand that, particularly for social media, each social media platform has its own advocate, has its own types of viewers and listeners and readers who who want to look at things in various different ways, depending on the platform. You know, long form on Instagram isn't usually the best way to go posting up Facebook style posts on LinkedIn. You know, to be fair, it's kind of like moving that way, but it's still a very professional platform.

And depending on your audience, you know, and if you're connecting with, they may not connect in the same way to the post that you're trying to repurpose.

So I'm all for being clever with content marketing and repurposing. But you also have to be respectful and mindful of the different platforms you're working with.

And energy wise, trying to be everywhere at once is going to be very time consuming and very energy sucking, because it's so much the. Goes into that say, for instance, I had a client recently who wanted to set up a Facebook show and then put it onto a podcast. Now I'm going to talk through that example there to show you exactly why that wasn't such a great plan and what we've done instead. So this particular person has gone from, you know, showing up.

You know, she's showing up. Absolutely. But she wasn't highly visible and she would totally admit that. And this is why she decided to go down that route. But you also have to think hard around, you know, what's involved in doing that and how is that going to be responded to on the other side of it.

So let's start that start with how that's actually going to be responded to. So in terms of starting up a Facebook show, so what you're doing is you're going to get into a social media phenomenon and you're saying, come and watch my show, great fab works. People show up. But then you're also saying that they can go and access it on the podcast. So they go, OK, fine, well, I can listen to that later. So I didn't need to watch it right now.

I can listen to that later. So suddenly your show people he would have turned up eye to it is now started to half, if not a quarter of who would have actually turned up alive in order to see it will now just wait because they can get it elsewhere another time, splitting and diluting the both sets of numbers, both for the podcast and for the people watching that live. And you're not funneling them into one single place. OK, fine.

Maybe we can get over that. Well, what's the problem? What's the problem with just having the numbers? These people, they can go and watch it later and these people here can just watch it now. Well, there is a couple of things wrong with that. Now, the first thing is, is that it's very it's not impossible, but it's there's more resistance for people who are over on a Facebook social media platform to go and start listening to a podcast that they're not already a podcast listener and they are, well, way more engaged.

Well, more like Rob is a terrible way more engaged, like I just reverted back to when I was a teenager. That's, well, good. And they are way more engaged over on Facebook. And so actually trying to drag them over to a podcast is actually a lot harder because that's not how they normally usually conceive. So not only are you trying to go elsewhere for the information, you train them on, on a totally new way of consuming stuff in a completely different style.

And, you know, podcasts are all different to how you would show up on a Facebook live if I've seen people do it, and examples and games where Joe Rogan does it. Now, Joe Rogan absolutely does do it because he has started podcasts since before podcast or even invented. He's been there from the word go. He's well versed, well practiced. And he runs he basically records himself recording a podcast on Facebook. And that's the difference. He's still recording a podcast.

He still has the podcast. This in mind. He's now just bought another visibility element to it, not necessarily serving Facebook to then put it onto podcasting. So you can see the intention is different there. However, back to it. So training people to go over to a podcast from a social media platform in an audio podcast listener, there's a lot of resistance there when you have to retrain people. So if they have the option, they're probably just going to stick over on Facebook anyway.

Podcast The best way to get past podcast listeners is actually to find other podcast listeners on other podcasts to come over and drive traffic to yours. That is the best way, the easiest way to find traffic for your podcast. So you have to bear that in mind in the first place. And so not only are you diluting the numbers across the board, if we now take the focus back to Facebook, you know, Facebook book works really well. What it's done lives.

So you need to be sure that you're making it as crisp as you possibly can for the podcast. First and foremost, you know, not everybody loves to listen to a complete Woelfel, which sometimes happens at a Facebook life. Actually, people watch your Facebook live, thrive off of that kind of, you know, casualness. There's also a visual element as well that you won't be able to portray across on a podcast so that those things are considered.

But then also you're also using engagement. So Facebook loves Facebook live. So you've got to really if you want to make it effective to do a show live, I would absolutely do that. And then you've got to think about the engagement that people are going to have. If you're suddenly saying, OK, well, people are going to go and listen to it on the podcast, then you've lost your engagement, which means that the Facebook Live isn't going to have as much reach as it possibly would had you have engaged people.

They're having that kind of conversation with you, which, by the way, your podcasts can't see because they can't see the comments. So yet again, have to bear these things in mind that there could be some clashes in terms of the experience level.

So you have to bear these things in mind if you're going to have like a conversation with with comments. You know, when I when I see these on Facebook live, I kind of travel through the company to see what's going on. What do they say? What's so funny, you know, when you can't see that necessarily. And as you pop it in the show notes. But again, who was listening to. A podcast looking at a screen, not anyone, we're in the car.

We're on a dog walk wherever, different platforms, different uses, different experiences, different ways of consuming. So you have to bear all of these different things in mind is what is the strategy behind it? And then that's forgetting what you're forgetting. You know, the fact that you've got to learn all the tech. So you've now got to set up your show. Not only that makes it look good for Facebook show and work for that and work out the tech of when you go live.

And if you want your fancy screen things, you might use something like Belyaev or something like that or obese. God forbid it's something I use. But my gosh, it looks so complicated. It's free once you know how to use it. It's amazing. But if you don't, it's a whole other ball game. Definitely advise any technophobes out there to use something like be live instead. So you go to work all that out and then suddenly, not only are you working out how to make sure that everything is shipshape and sharp for your show, you're then OK now go to work at all the time and actually launch a podcast at the same time.

Holy Meatball's. There's a lot on your plate. You've got to start looking ahead and start thinking about how you were going to keep that up and actually launch and look at that in the first place.

So we've got to be a bit more intelligent about it. As always, we have to start planning these things, become more strategic and become way more focused as well. So that just sounds like a whole bunch of overwhelm. Right. So, you know, what we've ended up doing is sticking with the Facebook show so that she can focus and be consistent with that one thing, only focus on one particular type of user. She needs to be fun and entertaining and informative and giving value to those types of users, which makes things a lot easier and a lot more manageable.

And then we can look at things like podcasts and things like that in the future. Should we want to these I mean, these things can be taken off the table, but we also have to really focus in on it on a particular strategy. So one of the best ways to remain consistent and motivated is actually just to focus in and say, OK, I'm only going to focus on this one thing and I'm going to drive traffic to it. So rather than trying to be clever and repurpose to everywhere, you can start being clever by actually creating one core awesome, amazing piece of content and drive all the traffic there.

You know, people will notice I'm very quiet and quiet my group these days. You know, I'm you know, I'm driving traffic to my podcast. That's where people are going to get the best fr jen is over on my podcast, so I'm constantly telling people to come over here fast. If you want to hear, hear me, that's where you going to be. So I'm training them to find me over on my podcasts. And I'm using snippets of the podcast is like audio grammes out on social media.

I'm taking really great quotes from the podcasts and putting those out and repurposing those so you can still repurpose and you can still do that, but drive people to one core piece of content so that it makes life easier for you and be far more potent and less overwhelming so that you can remain consistent, you know, without fail.

You know, Winnellie, when we're episode forty nine guys, I nearly produced 50 episodes and I started in June, June in November last year, and I remained absolutely consistent. And inside of the program we've got people launching podcasts. And let me just give you a few reasons why I love my podcast. Right? I can. Pre-record So when I go on holiday, I can remain consistent because I can pre-record like two or three in a row and I know I'm covered.

And so that can get sorted out and can get drip fed over. I love my podcast because I'm very focused around what kind of content that I'm putting on there to make it as meaty, juicy as possible. So it becomes far more intentional, more intentional than I believe many other platforms out there, because I'm really trying hard to make sure that I'm giving you the most valuable information. And I'm able to do that in a way where I don't have to brush my hair.

I can remain anonymous. I don't have to be, like, super ready.

In essence, I can put my microphone on my laptop. I can record anywhere. And so it's versatile that moves with me. There's a lot of freedom involved with the podcast, but because I don't have any other things going on that I'm worried about, I'm just constantly focused. This is my main consistent piece.

Now, I've talked about today with another client. You know, I'm I'm looking at doing YouTube. Should I be consistent with that now? You know, there are certain things here like what's your focus? Where are you people hanging out? Where do you want to focus the most? OK, if that's not YouTube doesn't mean you can't do YouTube and actually YouTube. I've done myself. I've worked on it like a six month stint of creating some really cool videos.

And they're still producing leads to me.

Even now, every single week, they're getting more and more movies about thousands of views. And I'm getting people to subscribe and download all of my different options. And things are on the back of the back of that.

I'm not happy. You saw the video now probably for about a year, but they're still working for me because they're still friendly. So in essence, you don't have to be consistent with YouTube if you really don't want to. You probably have a YouTube expert, totally different.

But this is my experience and this is what I found. And I was saying to her today, look, you can absolutely try YouTube. It can absolutely generate leads without you having to go out there and do any work. It's an evergreen Cerna. You can absolutely do that. And you don't have to focus on it constantly because you if that's not where your main people are, if you mean people over on YouTube, then, gosh, why not?

Why wouldn't you be consistent in a place where you guys are hanging out? But until you tested that, maybe just try a selection, a stint of videos to see what comes of it.

Obviously making sure I see a friend in all these kinds of things and both inside the ENERVATE program, we cover things like YouTube video, how to create great YouTube videos. We also cover how to create an amazing podcast. We've got license's in there from the incredible program designed by Jessica Lorem and Scott Lorman. Lorimar suggests Jessica Lorimar and Salties. That's podcasting the pace. So anyone who is serious about starting a podcast can get access to these licenses in that.

So there's so much to be had from that program. So, again, if you're listening and you're thinking, I want a piece of that cake, give us give us a ring. And the tickets are so old fashioned, isn't it? Click the link like the link in the chain notes and could call in and which should be fab.

So yeah. So think about what will be your focus. What are you going to do, where are you going to be consistent with and just be honest about the other things that you can absolutely still dabble in, but you don't have to make that sort of a lifetime commitment to. But you got to pick one thing that you will be committed to and be clever in the way that you can absolutely broaden out to where the platforms driving the traffic back to that one piece of content where people will get the best out of you and you can focus on and you can get the best out of you, rather than trying to create millions of different pieces of content all over the shop, you can then think about handing off audios or videos and things like that for people to go and create blogs for you.

So you can be clever in terms of, you know, hiring people, depending on what stage you're on business and how much money you're earning from your business. You can invest in something like that so that you're able to create a consistent blog and whatever else for perhaps a different style reader who doesn't want to listen to a podcast might want to opt for reading it. But again, you've got to think about what are you diluting and is that the best thing to do?

But you can be clever with helping other people to repurpose it, but be very careful about who you get to do that and monitor it and make sure it's good. Yeah. One of my clients the other day asked me, should I outsource to a copywriter? It feels like that's a whole other episode. And my immediate advice is no, I really wouldn't. Not until you've got you've got to grips with your own marketing. Should you hand it off first and foremost.

And second of all, people want to hear from you. They want to hear from the founder. They want to hear from the people on the ground, not some hired copywriter who's trying to sound like you. Now, there are some very talented copywriters out there which can seemingly sound as if it's you if you find one of them and it works great, but there are very few and far between guys. So do you just remember that and, you know, they're never going to be able to come up with that inspired content.

You're still going to have to have your finger in the pie. It's not something you can ever completely 100 percent hand off.

That's my opinion anyway. So anyway, folks, stop trying to be Gary V, really commit to one thing and drive traffic to that one thing. Be mindful of tech and also be mindful of your business ecosystem. How is everything working together? Because it doesn't mean that, for instance, I don't go out and then promote a an opt in, for instance, on LinkedIn where I get them to come and get the opt in and join my list.

And then there's there's an automated sequence that is proven to convert off the back of that that they can download. And they go through that sequence and either buy something or continue to follow me on my podcast. And we're driving the traffic back to the podcast so you can see how everything works in harmony together.

And I absolutely nurture my list. I think that email list is very important. So if you're asking my opinion, which I'm not sure you are, but if you were to ask my opinion on what you should be focusing on, it really doesn't matter to me in terms of whether you're focusing on a Facebook share with you, focusing on a podcast, you know, it depends on your audience and whether now what kind of media do you think that they would prefer?

I would pick up based on your ideal client. But I also absolutely think that an email list is essential because in a podcast, I just know how many listeners listeners there are.

I don't know who is listening and if they download my stuff. So I want to know that. So that's why, for instance, in the show notes, I always offer some kind of opt in as well. People can download. And by the way, if you're listening, you can download my market leader guide, which you can find in the show notes for free. And then call my lovely list and you can see my awesome emails, and yet, you know, you can do things like that and I would definitely recommend your email list.

The second thing that you do and then one other piece of luck, nurturing because emails are great. They really, really are. And they help to get people interested and really involved. That is what I've seen these days. It's too easy to sit on the surface with an email, with an email as much as you can. You want to drive people down the rabbit hole of let's see what the next thing that they can do is. Let's put another soft touch in there.

Either come and listen to my podcast episode. Why not come over to Facebook and watch me on this live doing talking about this thing or join me on this intimate private webinar where we can chat together and show you how to do X, Y and Z, take them down the rabbit hole so they can experience you in a three in three D forty four K going to be fancy because otherwise it can be very 2D on email. So as much as you possibly can, you want to drive personal stories into your emails and again go way on a tangent here, but just a few quick tips, personal stories to try and get to know you as much as possible, not just on a how to level, but also on a personal level and also again, driving them to other content that really shows your business as a personality, not just you as a personal brand, but also your business as a personality.

And because you may have a working with a business couple at the moment, I say a couple their partnership, and we're working really hard to get their business branding on board because there's two of them. So we want them to buy into the business brand. We want to buy into the support coaches that they have so they don't feel like they're getting sloppy seconds, that everyone's positioned as the expert or focused towards the same goal. Who delivers that and how they get there is, you know, neither here nor there.

That's what the focus is about. And building the credibility up as a as a business versus just the credibility of the personal the person who's delivering. So, again, all depends on the type of business or depends on the different business models and people you're serving and your messaging and all of those kinds of things. It's not a one size fits all. It never is. You always have to look at your business and decide what is best for your business and your ideal clients.

And you insult everyone else who is telling you that you should set up a Facebook group and then nurture them for three months and then sell, which, by the way, is a really bad idea because all that does is just change them into wanting free information. And then when are you going to sell something? You get the oh, selling something very dashi or here. So anyway, yeah, you have to be mindful of all the all of these different things.

It's never a one size fits all scenario. The group thing can absolutely work for certain types of other client businesses and product and business model, but not for others. So it's just one of those things. So that for me, rounding it up is how you stay consistent and motivated by visibility, focusing in sticking, picking with one thing and committing to it every single week. The more you do something like, you know, yes, if you wanted to do once a month, then that's the thing.

It's like, what is your version of consistency persona? Here's my opinion. Right.

If if you're asking again is that, you know, the more you do something, the more frequent you do something, the more people will start to catch your drift.

They will start to realize, oh, she's showing up and showing up again and he's showing up again. And, oh, look, there he goes again. He's you know, he's hit. It's clearly something that's very valuable to keep going. And so many people give up before, you know, it really starts to get going. You know, I've been told, you know, from the experts who he who run the program for podcasting that pays that actually you really need to hit one hundred episodes before you really start to take over the podcast.

There's a lot I've been huge successes with this podcast, both monetarily and also enjoying doing it. Just love it. Great feedback. So it's working is working out really well and I haven't hit the mark of one hundred yet, but a lot of people still give up because they're not seeing, they're seeing the results that they want now. Doesn't mean you have to stop doing the thing a lot of the time.

There are other reasons to why that might not be working. Your call to action is there are you driving people towards things to download? Are you are you selling? Are you telling them what they can do next in order to be able to buy from you?

Are you talking about the right kind of stuff on the right topics or. Also, headlines missing the mark because, for instance, an opt in that doesn't do very well, the opt in might be bloody amazing behind the scenes, but it was clicking on it because your headlines rubbish. It could be that kind of thing that actually rather than just giving up on it, you just need to tweak things. So don't be afraid to focus in and and really hone in and get molester one thing and drive the traffic to it because it will absolutely help and you'll be far more motivated to do it because it also gets easier.

Like when I first did a podcast, my god, it was lengthy hours. I could work out how to do the tap and all sorts of things. Now it's it's a smooth process. You know, I broke up. I can record it done. And Bosz, I've got a process now that my VA follows that she goes on and it once I've created the episode she goes out and sorts all the promotion out for me and it's all done and dusted.

So that's the thing that you have to remember. It will get easier over time as well. And I see so many people start something and start it and it starts to look like it's doing really well and they start adding in other stuff too soon or they start wanting to try something different. And it's like why if something is working or, you know, it's working, why are you trying to change? And on the other point of view is if it's, you know, if you've not given enough time to work and you're not doing it as well as you could do, then it's not yet time to to prove whether that's worked or not.

You're going to let it run its course. I spoke on that previous episode that I referred to earlier around. You know, you do have to cut off where you've been consistent with something for such a long time and you're not bearing any fruit from it. So, for instance, if you've been creating that baby bird syndrome, I talked about what you're feeding people information and you've been doing that for so long, they've now trained them not to buy.

So are they ever going to buy? Is it's going to be a hard drag for you to do that? Sometimes I have to do with my previous group for this one at a drop a bomb, because I see what I did.

I got overly excited by everyone, was loving the value that I was giving, which of course they did, because I was giving away a lot for free and they didn't have to buy it for me because I knew that every time they ask the question, I would just answer it for them and that would be it.

And so you have to realize that, you know, there are times where you have to cut off, but you have to cut off. But you have to stick with something. You know, you've got to focus it down and really hone in that visibility. But, you know, and, you know, like I said, cut things off if need be. But you've got to stay committed to something and decide what that is and make that great something that Andy says is what would the best in the world look like?

And the best in the world would look like a scattered, massive, just the perfect tribe. The best in the world will be something that's super focused, that you're consistent with, that you get better at that you want to do really well and unperfect not not just on a content perspective, but also on a marketing perspective. What kind of topics are we going to talk about is really going to help people step up and buy all of these kinds of things?

So there we go. There's the episode on how to maintain consistency, motivation, because it's so important that you do have that you've got to enjoy what you do.

That's the last kind of partying punchier and motivation is that you've got you've got to enjoy it. If you hate doing it, then it's not going to work out for you.

But the other thing as well is, is that a lot of people hate things before they even tried it or they hate it because it's new, you know, hate things, hate things, absolutely hate the idea for the right reasons.

They, you know, like for me, I'm I really enjoy my podcast because it's it suits my lifestyle, suits freedom. It suits how I like to produce content. So that works really well, works really well for me. I don't hate me on Facebook Live. I just know that I can be more consistent on a podcast. Some people prefer, you know, they feel the energy having that kind of like interactive audience. They love having that engagement.

You know, if that's what you thrive off, then maybe choose something to do with video. You've got to pick what's right for you in order to be able to stay motivated. Don't just go for a particular platform because someone said it was a good idea. Like I'm saying, I love podcasts.

You know, not all of my Elevate program a podcast, because it's not all right for them. So you have to decide what's good for you and go with that in order to be motivated in doing it and looking at how is that going to work in harmony with your entire business ecosystem. So there we go again. If you want to chat about Enervate, then I have very, very, very limited spaces in there. But if you'd like to chat and apply, please do pop a public.

No, I have popped a link in the show that you can click on the with and I will speak to you then. And as for everybody else, I will see you guys next week in the next episode.

Have a fantastic week.

Sep 16

How to make more Money from the SAME clients

By Jennifer Hall | Podcast

Securing new clients is expensive – whether that’s the time invested in getting them or the money you plough into advertising. But a smarter, easier & cheaper way to make money is to actually make more money from the same clients who love you!  

In this episode I show you two easy ways to increase the lifetime customer value and instantly make more money from the tweaks PLUS some serious ideal client tips that will also create even more dosh!

Tune in to find out how!

Useful Links –

Book a Call with Jen  – bit.ly/claritycallpodcast

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Send your emails to jen@jen-hall.com

Book onto my Evolve & Elevate Strategy Session –http://www.jen-hall.com/strategysession
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

Getting new customers is seriously expensive, and so in this episode, I'm going to be showing you how you can make more money from the same clients. Hello and welcome to the Experts Unrivalled Podcast. My name is Jen Hall I'm your business position, engage a Market Leadership Expert. And in this episode we're talking all about how to make more money out of the same clients. This episode has been inspired by a new client that I've taken on this week, and only this morning was me running her first session.

And she was outlining some of her goals for the intensive that we put together. So basically the main goal of the intensive was around her messaging and finding out her point of difference, her USP. And yes, I do run these incredible intensives. So if enervate, for instance, isn't something that you want to be investing in right now, which I've talked about a lot, by the way, it absolutely could be. If you're looking to join something that, by the way, is totally transformational and will take you from where you are now, it's becoming a market leader.

But if you're looking to hone in on something in particular, specifically on really understanding and getting clarity on your niche, your business model, your packages, your pricing and, of course, your unique magic, but at that point of differentiation that separate you apart from everyone else out there doing a similar thing to you, then we can absolutely have a chat, have a talk and see how I can put something bespoke together for you through a VIP intensive.

So do get in touch. Do you click the link in the show notes which will take you to a page where you can hook up with me and we can discuss the various options, whether that be the right fit for elevate the right face for more of an intensive or even may not be a fit at all. Let's have a conversation. Let's discuss and let's see how we can help you to take you to where you want to be. Anyhow, I digress.

So going back to this particular client who I was working with this morning, and she was going through her goals and we were looking at her messaging and specifically because she had a lot of different areas in which she was working, she'd started to explore an entirely new niche because she felt like the the client journey that she was working on originally had too much of an abrupt stop, you know, that she didn't feel like there was anywhere else to go with her clients.

And she felt like she was having to keep gaining new clients all of the time in order to keep feeding her business monetarily. So when we looked at this, we actually looked at what she was, what she was applying to her clients and actually started to get far more targeted in the results. But not just the results, but also pivoting her business ever so slightly. And it was really was a micro shift. It was not a complete turn on the head or a complete change, but it was a micro shift in terms of looking at the journey of her ideal client and the potential journey of her ideal clients.

Because if you want to make more money from the same types of clients, you've got two options, OK? The first one is to charge more for your services, which I absolutely think in her instance was necessary. She identified that she was absolutely undercharging for her services and she knew that she needed to start changing, that she was still on the old model of charging possession. Her way of packaging was to just kind of like, say, OK, well, a minimum of six sessions or whatever it is, rather than actually creating packages that have a almost a singular transformation that people buy into.

And it takes as long as it takes. Another thing that she was doing, which I thought was really interesting I thought that you guys might benefit from hearing, is that she was also leaving it up to the client to decide how long they wanted to take to use their sessions. And that causes a problem on all fronts here. So the first thing is, is that you are the expert.

She knew that actually taking those sessions more frequently would would get greater results for her clients, and that's how she prefers it.

And so if that's how she prefers to get better results, she is the expert. She knows. And you have to guide your clients into what you believe is the best option for them. And if you believe taking over a longer period of time is actually going to work against them, then it's your duty to tell them that it's the first thing about it. And the other thing about that is also that you're being slightly unfair to the other clients who finish with you sooner, especially if you're a friend in between support into those sessions.

If you're someone who is allowing the customers to decide how long it's going to take, or even more common than that, allowing customers to delay their coaching. You know, and I've done this on the odd occasion when there's been special circumstances and but it still has boundaries and parameters because at the end of the day. There comes a time where you have to say, OK, well, this is not fair to the rest of my clients, you know, if you have longer time means you get longer in between support.

I've recently paused one of my programs specifically for one person and put a pause on it and just pause the payments. You just mean just put a pause on the supports and say what I've said is absolutely. You can delay it, but you will not have any of these avenues. You know, you won't have the extra in between support. You won't be able to upload documents. You won't be able to ask me questions until it gets this day if you want to restart sooner.

No problem. But, you know, I have the flexibility to pause it for you, but it really does pause and then we start again as soon as you're ready and then you can resume as normal services. So don't forget to stay loyal to yourself, your business, your boundaries, your you know, your values. And also respecting the other clients pay you as well. It's really, really important. And obviously, all of these decisions are totally, innocently made of trying to be flexible and trying to be, you know, trying to help people make the best decision and get the best out of it for their situation.

And that's fine. I understand that all good intentions. We want to make sure that those intentions are fair and are actually working in the best way for clients because, you know, a lot of the time, people don't know what they need. People don't know what's the best scenario. You're the expert. You know what works best for your programs. You have the experience. So make sure that you're prescribing that and sticking to the boundaries of it.

So that was just a kind of a side note that I thought would be really useful to kind of talk to you about, that you have the ability to charge more per client if you want to make more for the same clients.

First thing is to look at is to go, OK, what am I actually charging right now? I'm not charging for the transformation. Why am I charging for time? Because you're charging the time we need to move away from that is always a losing game for any business. It's also a losing game for your clients. And I talk about this and in fact, in fact, I've talked about a lot of the podcast, but I haven't done a whole episode on that.

Maybe that's that's that's a sad episode to write down for another day. But there is doing a client's a complete disservice, you know, charging for time because they're always checking their watch waiting. You have I got the value from the time that I've been taking rather than being committed to taking as much action as possible to get to the result in the time that you have given them. So, you know, don't charge for that. Look at that.

Are you charged with the transformation? If yes, are you really understanding the value and the impact of that transformation has in their entire lives? And are you actually charging what you're worth or have you taken into account appropriate in between support, appropriate time and energy that it takes you? Are you taking into account your years of expertise? You have to get along the way. Are you charging your worth? If not, then that is one very quick way of charging more.

Now everybody has the features of charging more and we've covered that a lot inside of the podcast. I would probably do it. Got another episode. So many episodes record guys, another episode on that. But the bottom line is, I can tell you for a fact right now that raising your prices will not mean less customers. A lot of people think it will. It won't. You will. Absolutely. You know, in in experience, I've always actually experienced more customers, the more flexible prices.

And that goes across the board for every company that I own, not just this particular coaching business. So, yeah, I, I would absolutely check that out first. Make sure that you're charging enough for your services. Now, the next way of doing it is actually extending the customer journey. So if you remember I said that this particular person I'm working with this week felt like her services ended very abruptly. It felt like, well, once they find out this thing, they've got it and off they go.

And thanks very much.

So what we had to do is actually take a different angle to what she was actually serving. So instead of doing the one and done, okay, here's the answer and off you go. We actually looked at extending that support time, but in order to do that, we had to look at what I call a coin, this phrase, the marketing entry point. So what is the entry point that your customers coming to you at now?

For a lot of people, they try and catch people at the very beginning of their journey. Now, there's a few things here. If you're catching people at the very beginning of their journey, they do tend to want to pay less because then you add to it they haven't struggled for that long. And there's also a lot more risk involved because, you know, when people have struggled for a long time or have a particular pain point or have a huge ambition and haven't been, you know, haven't been struggling to achieve it, they're a bit like, well, I'm cool to kind of enlist and help.

But, you know, I'm sure it's easy, right? Like, we're just going to do this, this and this. And then Bob's your uncle. The reward is going to come out at the end. And we both know that that's not always the case in a lot of cases and the majority of cases, you end up trying to work it out yourself or like piecing it together with, like non-specialist or YouTube videos or whatever, and you're still stuck in the same position, still the same desire to move away from the pain or still the same desire to get to the end points.

But it's just not happening fast enough. It's not you're not seeing the traction. And, you know, whether that is through, you know, with your relationship coach, a money coach is coach, health coach, whatever that looks like. You know, we all know that across the board that we see that happening. So you've got to decide your entry point, because then once you decide your entry point, you also need to look at your signature product.

So where is someone coming along? Are they are they more experienced if them struggling a while or are they newer or in fact, aren't they at a different point? So let's bring this to life with an example. Let's use the example of a career coach. OK, so careers coach comes along helping people to get their confidence to go for their next job. Right. So that's one part of their journey that they could be supportive with. Now, that's one part.

You could also think about shifting the entry point potentially to somebody who has already said you already in a job and needs the confidence that their confidence back because they're underperforming or they need to excel and to get the confidence back inside the current role. Or potentially you could shift the focus to helping people who have started a new role and now feel like they've got imposter syndrome. So you can you see, actually, you can take your skill set and use that at every different stage as to where they're at now.

Again, the further the bigger the pain point or the bigger the ambition, the more people are willing to pay. So that's something to consider. We also have to consider the fact that they might want to learn in different ways. And it tends to be not in all cases, but in a lot of cases. They may need more bespoke help the further along the journey they are. So when they're more experienced or they are in more of a model or the top, it becomes far more sensitive.

They may want to start to get help in a more sensitive environment, more bespoke, more one to one people at the beginning of their journeys, you could potentially think about offering them a lower end option so we could be looking at things like membership models, maybe self studies and things like that. So you've got to decide what kind of business model you're going to have and what is going to be your signature product that when you know you're marketing to to a particular product at a particular place in the journey.

Now, you could absolutely serve all of those people if you knew, because you could be you could be anyone listening to this. Right. You could get any kind of skill set, let's say you or that person that I just described a moment ago, that careers coach, you could serve all of those particular clients. You absolutely could, because your skill set can serve all of them. But you have to take into account that they all have a slightly different problem.

They all have slightly different situations. And therefore, your marketing will have different messaging depending on who you're focusing on. Now, that's not to say that you cannot serve all of those ideal clients. You can, but you need to pick one for your main route for getting people in. You need to keep your messaging strong. So we do need to pick one. But it doesn't mean that you can't then attract those other people. Then as you're talking to people, you'll find other people who are on the same journey but might not be quite there yet, will still be listening to you, and you could potentially identify these people and and give them products that suits them in particular.

But we do for the sake of a targeted marketing that works, we need to pick one particular ideal client and we focus on that person. And that will be where they are coming in at your chosen entry point. And now, as I've said in other podcast episodes, everything has to match. You've got to have it congruent. You need to make sure that the the form that you bring that in. So to begin, if they're really experiencing, they actually want one to one.

You're not offering themselves. It doesn't make sense to them at that time so the format in which you deliver has to make sense to them. The signature product, the business model has to work for both you and them. And again, it has to make sense. It has to be the right length of the time that it needs to take in order to get them the end result. You've got to be the expert. You've got to prescribe all of those things and you have to decide what is best for the client.

Sometimes you might shift or choose a different ideal client depending on the type of business model you want or the focus little. Passion, but all of these different things have to line up. You've got to have your ducks in a row so everything matches up perfectly. So in terms of extending that customer journey in order to be able to serve them over a longer period and keep reselling and upsetting to them to end up making more money from the same people, we have to look at that entry point and then we have to decide, is that then going to be from that point sort of gone through that particular program or what are you going to give them next?

You can a down, sell them into something that's going to be able to support something smaller, that will be able to support what they've already learned, or you're going to opsahl them into the next stage of your journey. And so for this particular client, we realize that actually we could opsahl them into another stage of the journey that actually once they got to the end of the particular signature product that she put in front of me, that actually you could continue to support them and get them a different result.

But you couldn't sell them that Opsahl at the beginning because they weren't ready for that yet, that they weren't quite there. So this is what I'm talking about. When you're looking at your ideal client, you have to understand that you are a client, has stages in their particular journey. And actually, by identifying their stages, you realize you have different ideal clients within it. Yes, they're all on the same journey. And inevitably you will want them to get to that end point, but they will start from somewhere.

And it's where you take them from is the most important question that you need to ask yourself when it comes to getting clarity for your marketing clarity, your ideal client, understanding what you're going to be writing for your content, how you're going to be resonating and attracting these particular people, marketers and for you, how you're creating your lead markets. It all stems from your ideal client clarity. It's so important for you to get that clear. And that's what we're working on today.

We were looking at that. We were making sure that she had all our ducks in a row so that she's got the business model that works for her, that she has the right client for that business model, that she's working in her passion. So everything's aligned and it all makes sense. And she can start getting excited and getting out there with this new messaging that's going to start attracting young people and that she can then see that her business ecosystem, which is something I work with people on in my programs, is around creating that ecosystem where everything's working in harmony so that she can say, okay, fine.

So once I've got them in and she chose the one to one business model, that's what she wanted to do. And, you know, and I always say things can change. You can start with that and then decide when you want to scale further, you can change up and create something different because there will always be a capacity issue if you're constantly doing once one. Now, obviously, there is a way of making more money from one to one again is raising prices and charging even more.

But even then, there's going to become a limit somewhere along the line. But that's what works for her right now, is more money per client. So that's the way she's chosen. But we've also been able to do to extend that journey as well. So we've extended the journey to see actually there's more to offer these people both on on the other side of once they once they reach the end point of a current program, we can actually choose another end point for something different, a new result that they can get based upon the springboard that she's provided.

Now they can take it to the next level and she can continue to support them through that. And then she's also got ideas for potential self study products that she could use to down so that she could potentially repurpose in the future. Should you want to change a business model to use as some kind of lead generation and lead market to get people in, get a taste of what she does and then to sell them from there so you can start to see how your products and your business ecosystem will all work together in harmony to generate money from the same person over and over again.

And like I said in the introduction, getting new clients, it's really expensive, whether that is the amount of time that it takes to get someone on board or whether it's the amount of money you have to put into paid advertisement to get them, it's expensive. And so it makes sense to keep repackaging and keep repurposing and keep offering something to the same person to add more value. Now, it's not about rinsing them for all that they got anyone listening to this who's thinking, which sounds almost all about the money.

At the end of the day for me, selling, serving. And the more you could help people and the more things that you can identify that you can help them with and get them even further, the better. You know, if they experience your work and they don't want to continue buying, well, then maybe it's time to look at your work and go, OK, what was what was I doing there? Now, in some instances, people find that they try and cram too much into programs and so people don't extend the journey because they've got so much to get on with.

They can possibly think about buying anything more from you. That happened with me in the past. At the very beginning of my coaching journey, I bought into a self study product from this very well known coach. I'd never buy from her again. Not because, you know, she's. Rubbish, but she just gave me too much to do. I still haven't got through with all of this stuff. It was impossible to implement because it was so much stuff in it.

And that's a big mistake when you start adding too much stuff on someone's shoulders to try and implement. Do people get overwhelmed? They become disengaged. And actually they just think, well, I'm not buying anything more for me because I'm still struggling to do the thing that you've just given me. So actually, it might be worth rather than trying to packed so much value into the same program, thinking about what what can I actually do to get them a particular result, what is necessary to get them to the next stage that they truly want.

Now, all of this extra enrichment stuff that you're doing, perhaps it's time when you start creating a new program, a new product, something else that they can buy into when they're ready for it rather than trying to piling all on them from the word go. Doesn't do you any favours in terms of in terms of your sales process. And it certainly doesn't do them any favours because they're less likely to implement and compete and get the transformation if they're overwhelmed and too busy.

Right. So he's always thinking about the best for your clients and the best for your business. And I really do think sometimes less is more. And so this is a big mistake for a lot of people. So start to think about the different product opportunities that you could supply. What's your entry point? What does that look like in terms of a signature program? Is it a membership model? Is it a one to one? Is a group program, is it a high end mastermind or a high end program that it's over 12 months?

For instance? I have like I said, I've got I've got VIP intensives. I've also got a mastermind, which is a high level investment, but it's 12 months long, hugely transformational. And it provides my business with high and recurring monthly revenue every single month. But it's primarily one to one basis with a mastermind element. The world is your oyster guys. You get to choose the best for your clients and you get to choose the best for you and your business and your lifestyle and your freedom.

You know, yes, you absolutely need to take into account the kind of support level that your clients want. But you also need to put your own boundaries and values in place, too. By the way, as a reminder, you know, your business is also here to serve you, too. And you being burnt out and hating and resenting your business is not going to be any good for your clients. So that's really, really important. So you could have many different goals as to what that is.

And then you can think, OK, this is my entry point. What's the next best thing for my clients? You know, what could they have? What would help them? How can I sell and how can I down sell to them and create that product ecosystem so that you can start to identify those different areas. So hopefully that's been helpful for you guys. So remember, first step, just as a recap, look at your current pricing that you're charging know you charging your worth, if not charge more.

That's how you make more money from the same people is actually to think about charging enough for one current already doing. Then it's about looking at extending your customer journey that could either be backwards so you don't necessarily have to go. Always go forth. What else can I do to help support these people? Because you could also identify particular like a secret following of people who aren't quite ready for the service you're putting in front of them. They actually need more foundational step first before they already identify these people and get that product in front of them, and then you can up sell them into your main entry point.

So it doesn't always have to be forward thinking. You could always think, what do they need first before they could be ready? If you've got people with objections saying, I'm not ready for that yet, why aren't they ready? And can you fill that gap? So it could be for forwards or backwards? And also looking at your current offering and saying, OK, is this too much or am I trying to cram too much in? Should I be chopping this up?

Or if not, should I be charging much more? Because look at the value that I'm actually giving. But you always have to go from the feedback from your clients in terms of, you know, what do they think about your products? How how is it for them? Look at your client results and success rate. You know, is there something that needs to tweak, needs change? Remember, you are the expert. You know this better and get feedback from your clients and remember to pick your entry point.

Remember to extend that customer journey and shift shift your entry points if you're marketing for something that doesn't quite work. So, for instance, a lot of people, for instance, life coaches focus on, for instance, find your life's purpose. You know, that's great. And a lot of people want to find it. But because it's so esoteric, because people are like, okay, so I don't know what that looks like. There's a lot of risk involved.

So you don't doesn't tend to be particularly fruitful, Nesh, because people don't want to spend a lot of money on it. It's too much risk of getting themselves into. And then once they've got their life's purpose, they're like, okay, what do I do with it? So you need to start thinking about, okay, well, maybe that's not the point in which I help them. That could potentially be a foundational piece I give to certain people that maybe my entry point is to actually begin in order to help.

Then perhaps you embrace that life's purpose, turn it into a business or embrace their life's purpose and take that forward in some way or whatever it is by helping people find answers isn't necessarily the most profitable nation.

Sometimes you have to think a little bit more clever and switch it up and take them forward slightly. You know, once they've got the nice purpose, what do they then do? How can I support them on that next stage to help them? And then you've extended your customer journey because then you can help them find their life's purpose. They may need a break or they may need some difference. Or you can say discover your life's purpose with the intention of turning into your business.

Then they know the GPS. They know where they're going. They know that, OK, this is the intentions of the program to find my life's purpose along with my life's purpose and turn it into a business. This is just an example, guys, but that's how you can start to look at an entire customer journey instead of snapping it off before you've even really bit into the juicy apple, you know, you need to make sure that you've got more to offer and that you can start to extend that that Majali as much as you possibly can.

And so thereby extending the customer sorry, the lifetime customer value. So there we go. There's the info. Hope it was helpful. Remember, if you guys would like to discuss with me about any of the options available to you, whether that be intensives, one day intensive , intensive programs or why elevate my signature program, which is amaze balls and then do just physical with me in the show notes. And we can have a look at that and discuss how I can help you move forward and reach your goals.

Okeydokey, see guys in the next.

Sep 09

Game-changing Marketing Angle That Transformed a Business

By Jennifer Hall | Podcast

A couple of weeks ago I had a conversation with someone that changed the way their business now operates forever more. This penny drop moment brought a realisation that is now saving him time and energy, and will bring in far more money and more successful clients. 

Want to know the nine words that changed everything and transformed his business?

Useful Links: –

Book onto my Evolve & Elevate Strategy Session – http://www.jen-hall.com/strategysession

Book a Call with Jen  – bit.ly/claritycallpodcast

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Send your emails to jen@jen-hall.com

Read Full Transcript

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

Get ready to hear the new marketing angle that will change the way you do business forever. Hello and welcome to the Expert Unrivalled Podcast, my name's Jen Hall, I'm your business positioning coach and Market Leadership Expert. And on today's episode, I'm talking about a significant penny drop moment that radically changed someone's business in a matter of seconds. So I'm going to be divulging all of the info in just a moment. And even if you get through this and you absolutely 100 percent agree, this will absolutely reinstill the fact never to go down this route, ever.

So it's going to help you do one of those two things. You're going to make you change your business or it's going to prevent you from making a big mistake.

So before I get on to giving all of this info out, I also just want to say a massive, huge, proud, well done to everybody in the elevator mastermind. We've seen sold out programs that have just been released for the first time. We've seen incredible new passive income streams coming through the door, thousands of pounds worth of recurring revenue added to the bottom line. We've seen twenty six came months. And I'm just super, super proud of everybody in that in terms of their monetary results, but not just the monetary results.

Also the fact that people have been coming up with some stonking and I mean stonking incredibly groundbreaking, unique magic bullets, which Highbridge basically, if you're first for first time, Lisner is a concrete USPI, something that absolutely differentiates you from entirely from the market that's unique to you that people are falling over themselves to get. And we've had some incredible breakthroughs, some incredible creations and innovations going on in the elevator mastermind. So well done, everybody in that's so, so proud of you.

And if you were looking to become part of the ELEVATE program, which primarily is a one to one program where you work side by side with myself and Andy and also some guest experts that we have coming in from time to time, plus the elevator mastermind included in that, then you need to make sure that you get a call back to me, the picking the calling is in the show notes if I can get my teeth back in. The recording is in the show notes.

But for those listening, you just want to drop it down quickly. It's bit dot liberty, dot ally forward slash clarity call podcast. All you need to do is just go to that link and you have called me, have a chat to see where the Elevate program is right. For you. So anyway, back to it. So I was chatting to somebody on the on a call the other day and we were talking about how they were going to take their business moving forward.

And as it stood, they currently had three different areas in which they worked, three different idea clients initially were working with, and they found themselves in networking groups with a certain type of business owner. Now, these this person isn't necessarily a business coach in terms of the marketing sense, but they did the coach business owners were in in these networking groups with a particular type of business owner. And these these types of business owners weren't making very much money, were still struggling to validate their business ideas and, you know, were relatively at the beginning stages of their journey.

So he's surrounded by this particular type of ideal client. And I could actually rephrase that. He was surrounded by this particular type of prospect that was presented to him. But we were looking at these different areas of his business and where he's been most successful and actually where he's spending the majority of his time. And I've spoken about this before. And another one of the amazing kind of panicked moments that other people have had was actually from a podcast episode around strategic visibility.

So how to actually be strategically visible without being exhausted and broke. And, you know, it massively changed the way people were working. I saw people closing down Facebook groups. I saw people shutting down social media channels, stopping particular social media activities that just weren't bearing any fruit, which actually sounds quite devastating, but actually very, very positive moves because what they were doing was spending all the time in the wrong place, all the time and effort doing things that that wasn't bringing anything in for them.

Now, you obviously have to check to make sure that it's not the message that's wrong because you could be the right place. The message could be wrong that you do have to troubleshoot and just see, you know, is it what is wrong here or is it where I'm hanging out or is it what I'm saying? But these people make these decisions and pull them back out of time where they can. She's spending more fruitful areas, and that episode is fantastic, by the way, I do say so myself.

So do go back and listen to that one. But anyway, we're looking about where he was spending his time, actually, where the policies he made the most money from, which are particular ideal client avenue. Is he gone through it? First of all, we recognize that actually there was a bit of that going on. So there was a bit of strategic visibility that needed to be tweeks because he was spending all his time over in that area that actually wasn't bearing any fruit.

And he was he kind of got suck into it. And he asked me, you know, plain as day, should I be carrying on, hanging out here and trying to supply products to these types of business owners. And my honest answer was this. And this is the actual thing that I said, and this is what changed the way he's done business. And I'll tell you the positive outcome that comes after this. And that was is that some people are so far down the rabbit hole that they can't see the positive that you're bringing to the table.

And this is crucial. And I see it happen all the time where people get into convinced mode, where they are desperate, they can see these people need help. And they knew that if they just if they just did these things, that life would be better. But the problem is, depending where people are in that journey depends on their priorities. And if you're not feeding the priority for them at that time, then you're going to find yourself banging your head on a brick wall where they they can see that, you know, logically, they can absolutely see that you could add value.

But that's not their biggest problem on their plate right now.Or the fact is that it's not the thing that they want to hear. For instance, I speak to a ton of business owners who get on a call with me. And they ask me about the sexy stuff, the funnels, the Facebook accounts and the passive income and all of these sorts of things. And, you know, sometimes they hear things that they don't want to hear, which is you're not ready for that right now.

And actually that's not the best strategy for you. Or maybe that's what we should be looking at. That's not going to bring you in the most money or that anger and that message is wrong for that type of person that you would like do it. I'm very honest with my advice, and they don't want to hear it because they just want to go off and do the passive income. They want to do the sexy thing. And it's all be fine.

Go ahead, do it. And literally nine times out of ten, I will get someone circle back and go, oh my gosh, I wish I listened to you, but people have to struggle before they seek out help. You know, it's very rare. It's not completely unseen, but it's very rare for someone to come on board and go, look, I'm completely need this. Never tried anything myself. And yes, I can see that you're you know, you have a roadmap.

And what you said to me makes sense. Yes. Let's prevent all of the mistakes. And that's just go in fresh and do it all. Lovely for the word go. It's just not right. So it's not real. It's not real life. People will want to try it themselves. They see the shiny object. They want to go towards it. They want to go and do those things first. So at least take their time to find out that out.

That's boiling. That's not quite where I wanted to go. They've got to make the mistakes. You know, it's like when you when you were younger, when your mom was going, you probably shouldn't do that. And you're like, yeah, whatever. Okay, mom, I will do. And then you go out and then you don't want to admit it, but you do think to yourself, oh my gosh, why did I not listen?

But we have to do those things. I've done it myself. You know, I've had arguments, well, arguments, heated discussions with with with one of my coaches around a particular way that I wanted to do things. And she knew she could see she'd been there, done it, got the t shirt. She's been there, done it, got the t shirt with all the people who have tried it. And I'm like, but no, it might work for me.

It might. And yeah, it might. Yeah, it's it's very unlikely. It's been proven not to. And so she was like, you know, I'm just telling you, this is the facts if you want to go and try to do but, you know, at the end of the day, it's probably not going to work out and but you can absolutely give it a go because there is a chance. There's always a chance that it might.

And lo and behold, you go off, do it or think about it and go, yeah, you're probably right. Let's change tack. Let's think about a different way of doing things, because that's probably not going to be the best way to do it. And so, you know, you have to recognize this and so that this is what changed the course of his business. You know, this information, this realization, this penny drop moment of I'm spending all of my time trying to convince people that don't want to listen, who do not care about what I'm talking about.

Now, you've got two options here. You either start talking about things that do care about fine and then you start selling those things. But it is not in your remit to do so if that's not who you are best placed to serve. And also, by the way, people who are new.

That's something particularly if we're talking about businesses here that tend to have as much money as people at the other end. OK, so you also have to bear in mind that how much where they are on the job depends on how much they're willing to spend on something as well, how much they can and which they can afford. Your client has to be able to afford to pay.

So if you're looking at high end, whatever it is, you know, and it is not always the case, you know, in terms of how much money people earn, depends on whether they can afford it or not, because people will find the money if they really want it. So you have to they are few and far between. But basically the rule of thumb is the bigger the pain or the bigger the ambition, the more people are willing to pay.

That's the kind of what you need to take out of that conversation. But your ideal client does still need to be able to afford what you're putting in front of them and say, for instance, if you're taking the business businesses as the example, they also have a certain money mindset, the beginning as well, that the less that they're willing to risk less. Now, there are the unicorns out there. You know, I used to serve the unicorns.

That's what I was all about back in the day when I used to solely help out with finding helping coaches find their coaching nesh. You know that they were right at the beginning of their journey, but I still saw programs around for Cormark. You know, people still bought them because they were the unicorns. They were serious. They were all out. They weren't dabbling. Now they do exist. People will pay the big ambition. And that's who I was seeking out, the people with big ambition and absolutely did work.

But if you're looking for a mass markets and you're spending all of your time around, people who, you know, with one unicorn, let's take the networking for an example. Okay. Networking really only works when you keep showing up, showing up, showing up in the same circles. People get to know you and finally they start to trust you. Yet you're the person showing up consistently so long. It's a long game. Networking, absolutely fruitful, absolutely fruitful.

One hundred percent recommended and to do networking. But if you find yourself in a networking group where you have been there and you've tried that strategy, they may just not be the right kind of people that the unicorns that you're after are not there.

And actually they're the the majority, not the minority. And you showing up consistently to people who do not want to hear it. The same thing in a Facebook group, for instance, people keep going back to the same people, trying to tell them the same message, and they just don't want to listen. And they're not pumping any new people into their. So they just want the same old people. You've got to keep moving and you have to be put your business hat on and go, what am I selling and to whom?

Why is it a priority? Why is it urgent? You've got to get all of those things in a row and everything matches up an alliance to make sure that everything makes sense so that you can speak to the right people, so that you can make sure the message speaks to those correct people and that you can you can sort of go in the right angle, whether that's more people, less money per person or less people are more money per person.

Whatever it is, it's all of these things have to align. You have to look at that. And this is something I actually speak about in my evolve and elevate strategy sessions, which I'm looking to for very soon. I'll put the link in in the show notes and you can have a look at that. I don't know what the date will be, but it will be a surprise for you when you open the link and you'll find out what the next date is.

I talk about business model and all this sort of thing. You have to make sure that everything is aligned to make sense to who it is. Just adding to what you're selling, the message that you are giving them away or hanging out and who you're speaking to. All of those things have to make sense. That's how you build your marketing message. How you build your marketing strategy is by and then inevitably a business model by looking at all of those elements.

So in the end, after having this conversation and it was not as in depth, there's literally all I said was some people are too far down the rabbit hole to be able to see what you're offering them. In that moment, he realized that things had to change and he realized that he's going to have to be far more strategically visible to the right people. And he actually decided to go down the corporate route because that's where he spent the most money in the past.

He wasn't precious about which one of these other clients he wanted to suit, but he really was. He, you know, people people who don't listen suck your energy because you would just want to help them. You just, like, listen to me. But couldn't you understand you're stuck and convince me. Do they draw you back, draw you back? Then they change your message to turn into a plead rather than dangling a juicy carrot. And so you end up in this vicious cycle.

And that was what was going on. So he realized, I need to stop doing that. You know, this is what I offer. This is who I offer it to. And you know what? Sometimes when you do that, it helps people step up. It's like, OK, well, they're no longer trying to convince me the.

Telling me is, if I do this, no, look at all these other people who are actually going to work with them and seeing these results, oh, I want a bit of that actually helps people to step up when you stop paying people who don't listen so much attention and you should focus on the people who were you. You were right to serve. It pulls people out of that that silo mindset pulls them out and get them to pay attention to go, oh, OK.

Now they're making these paradigm shifts that now enables them to become ideal clients before they were prospects that they listen.

Now they're starting to look and see the results and starting to pull up to where they need to be the site to make that paradigm shift in themselves, inevitably helping them more by not banging that drum consistently with them, starting to bang the drum to a new set of people with the right carrots, knowing that you're giving them the correct message that they want to hear, that they want to buy to go. OK, fine.

Yeah, that's that's what I'm after. And everyone else is going to look and go, OK, so that like the you know, we got marbles in the playground. You're holding these marbles in your hand. You like can I kind of look rather than picking them up their face, I mean, it just it just these it's start have more dignity. Start realizing that what you have isn't something to to to convince people of is very valuable. Now, again, I've mentioned at the very beginning this episode, and that's about making sure your messaging is right because you could have something amazing.

I'm sure you absolutely do. She got to position it correctly. You've got to make sure that the right message is going to the right people, but you don't want to be convincing. So there's two parts to this. So if you listen to this going, gosh, yeah, I'm in the same boat, I'm fed up of this and you're like, I want to start seeing results. You've got to look at two things. Are you speaking to the right people?

Is your messaging correct, both of those things before you start making any kind of decision here? But, you know, this person that was speaking to all of them chopped off the other two areas of the business and just focused on one, which I think is the best decision because he's picked something he can go all in on that messaging for that one ideal client. You can start becoming known for that thing, for that particular ideal client. He's specialized, he's Nesh, and he's going to make far more progress doing that than trying to at a try and serve too many people and diluting the message, making it very bland, not very understandable, because actually each of these different people needed very different things at very different stages of their life and stopped trying to ram down a product that didn't make sense to somebody at that level down their throat.

Just go, actually, you know what? You're not there yet. You're not ready. Don't want to listen because you're not ready to hear it. So he started to focus on the people that are the where they can make the most transformation, give me the most and the best results for that for these people. I make more money for him as well. It's a win win scenario. So have a think have a look at your business. And if you're agreeing with me and you're already there, then just just make sure you check in, because is very easy to get sucked in.

Check out where you're hanging out. Make sure that you're in the right ballpark, hanging out with the right people because you will find otherwise they will start amending your entire business to suit the people that are in front of you. And if they're not right and it's not the right direction for you and your business, then you need to shift to places you look at ways, spending your time. And second of all, we need to look at well, actually, no, I can really help these people.

I really want to. Well, you going to have to look at your messaging and you're going to have to look at your positioning and just realize that are you actually a lot of the time with the messaging stuff, you're talking about process and you're talking about what you can do for them instead of what it will do for them. You know, you do benefit. You're not talking about what that's going to give them. The transformation has to change.

Your life hasn't changed a business, change the finances, the health, the mindset, the relationships. You're not talking about that stuff, which is why it's not hitting the mark.

You know, people don't don't don't buy it. What's the saying? People don't buy by drells.

They buy homes that they want to see what they're getting. They want to know what the end result is. So you've got to look at that. And you've got you've got to ask yourself, why is that a priority for for them? Why should they bother listening to me? Why would they buy my thing? Why do they need to buy it now and not later? Why do you need to buy it now? And what was the consequences of leaving it?

What are they leaving on the table if they don't? All of those things are very, very important. So that is the penny drop movement. And I really hope this message helps many more of you out there who are either sucked into it now or could get sucked into the future.

No more convincing, no more banging your head on a brick wall. Something's got to shift. Something's got to change, because as soon as it does, you will start seeing a flurry of new clients and a flurry of money. So there we go. If you want to chat more, you to do do one of two things. You can call in with me. And we can chat directly, talk about your business one on one, see how I can help you, or secondly, you can pick open the link to the evolving elevate strategy session, 20 pounds a session to come in and learn more than please do and is an hour and a half session.

I tell you what the date is, so don't ask me. And we need to do is just click the link and the date will ping up and you can back into that. Otherwise I will see you on the next episode.

Sep 02

How niching can supercharge your pricing & your client results

By Jennifer Hall | Podcast

I preach niching from a marketing perspective because without a niche your marketing is weak and therefore sales will never excel. 

BUT did you know that niching doesn’t just help your sales – it will also help you to charge far more than you currently are, get a higher conversion of clients AND will supercharge the results you get for your clients. Listen now to find out how…

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Send your emails to jen@jen-hall.com

Read Full Transcript

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

Niching. Isn't all about marketing, but also about supercharging your client results.
Hello, and welcome to another episode of the Expert Unrivalled Podcast. My name is Jen Hall. I'm your business positioning coach and Market Leadership Expert. And in this episode now I'm back from sunny Greece. My gosh, it was super sunny, like 38 degrees, sunny, so sunny that I could barely walk and we lived in the pool a week. But I back in this episode is all around how niching can actually help to supercharge your client results. Now, I felt really compelled to talk about that this, this week, it is a shorter episode this week due to the fact that I have come back of holiday and my gosh, I've got an influx of new clients and other things going on. So I apologize for the shortness of this one, but I actually thought it was, this is a topic that I've been wanting to share for such a long time, but it's not necessarily a, a lengthy one.
It's not gonna take ages for me to make my point here, but it didn't want to share something with you that I've noticed from both experience and also from clients experience as well around what we talk about niching as something that really helps our marketing helps it become more refined to helps us to fine tune. It become more targeted, helps us to resonate with our ideal client in terms of looking at those specific outcomes, that much, their specific situation, that much who they are, what they want and will the problems that they're dealing with. When we confine that niche, our marketing is super charged. It becomes far more targeted, very laser sharp, and we can find that we make so much more traction and becoming known for that thing and getting clients on board. Now, that's all great. And that's what we want, right?
We want the money. We want the clients, we want the, the successful business and all of those things too, but actually something else that really, really, that it really helps is to supercharge your client results. And there's a reason Pinus. And actually, if you think about it, it is also related to business success because if your clients are doing well, it means that you're going to get more referrals. You're going to be able to shout about those you know, great results and that in turn will mean more clients, seeing more potential clients, seeing those results and wanting to jump on board as well. So it does work in both a business success way as well as a client success way. But the reason why it's super charges your client results is because you both have an end goal to work towards.
It becomes far more measurable when you have that outcome that are promising somebody. And do you know what a lot of the time we know one of the biggest reasons that's potential clients saying no to you when you're looking at selling your stuff is because we are too afraid to promise that end result. We are too afraid to say, this is where we're heading. And that is one of the biggest reasons why people find it so difficult to niche down because they have this fear of promising this fear of what if I can't get the result for that person and all of these other things. I'm very quickly on that case. When you feel someone that's hearing this going, yeah, that's me. Please tell me more. If you are that person who is thinking that, then you have to think of it like this.
You cannot be 100% responsible for somebody else's results. You can't be, no it's all within our nature to want to do that. But you know, myself included, right? I have to remind myself on a regular basis but I am not fully responsible for my client's results because I get too passionate and i care deeply about their success that I contend to as that caring person take on board that full responsibility. But it just isn't, there is a two way relationship in any relationship, you know, it's what you bring to the table and what they bring to the table. Of course it has to be with an integrity, all right, an expert and by that, you know, I'm just going to call it a spade a spade here. You have to be confident to call yourself an expert and here's all the time, you know, no, one's really an expert.
No one knows this. You have to feel confident enough to call yourself an expert, because if you're not, then you are going to show that on confidence when it comes to talking to potential clients. And when it comes to even dealing with them, once they've said yes to you, and then you're coming across as unwavering and not sure about what you mean, you do have to be straight down the line, straight down the middle, confident that you know what you're talking about. And the absolutely. If someone is to follow all the advice that you've given them, that they will end up getting, you know, the same or similar results. But the thing is you cannot guarantee anything. And the reason you can't guarantee anything is because it also relies on their part. You know, it relies on their action, taking it relies on them, harnessing certain, certain attributes, getting outside of their comfort zone and doing things that they haven't normally done before moving into that new space, because new results required new version of yourself because you can't continue to be the same, do the same things and expect to get different.
Basalt is just not going to happen. And you cannot be fully responsible for that change in that person. So you do have to realize that you are coming into this as a two way relationship, where you bring your expertise. You can bring advice, you can bring your coaching skills. You can bring your amazing signature system that you know is proven to work, but you also have to understand that they have to put it into action, that they have to harness certain attributes qualities and do new things. Be a certain way in order for everything to work together. You know, there is no magic pill. There is, you know, such a thing as evolving and growing into a new stage. And that's what they have to be able to do. They have to be able to be coachable. They have to be able to be open to new ideas, whether you're coaching or not, they have to be able to take what you've given them and use it.
You know, you give someone a mop, your floor is not going to get cleaned unless they use the mop. It's, it's a simple analogy, but it's when I use it all the time that you have to realize that it is a two way relationship, but from your side, you have to be confident. Now you can give that analogy to your clients. It's very simple on two years. But you can let them know when they're looking to sign up with you that yes, if they do everything that you say that you know, should absolutely work, but you can't guarantee results due to the reasons of being that it's a two way relationship that they have to do these things in order for it to work. So you beat, be honest with people about it. Absolutely. But you gotta be confident for him from your end.
And part of that confidence comes from saying, I am going to help you get this specific results. And so yes, it helps them get them on board as a client because they could go, okay, great. You've got the confidence and I can see that you are an expert in your field and that you're going to help me. You've given me a loose promise that yes, should I do the work? Should I be able to do all these things? Then I should absolutely be able to get the same or similar results. That's great. Now what happens is they know that's where they're heading. That's their GPS position. They know that that's where they need to go to now something that somebody told me awhile ago, many years ago now, when I was newer to coaching and dealing with clients, is that at the beginning of every client journey and potentially even every session that you map out the goal of what you're aiming for so many times, I kind of seek coaching sessions.
Run was like, okay, well what's up and it's very much client client led now. That's great. And I'm all for that style and it has its place. But I also believe that in conjunction with that, there needs to be a GPS setting because it could be that what they're bringing to the table that day isn't relevant to where they want to go. And that actually focusing on those things or just taking them off in a completely different direction. So when it comes to it, they don't actually end up where they want to be. They ended up in some other place and it's fine. If you want to change the goalposts or move that GPS setting somewhere else, as things evolve as things change, but you need to be aware of where that's going and be intentional about that GPS setting about knowing that's where we're going.
That's where we're heading. If it changes fine, but it's very intentional, we're aware of that happening so that it's measurable so they can see themselves getting closer to the destination. Otherwise, what happens is the sessions, the coaching sessions or the service delivery sessions, or however the service is being delivered feels like it's just kind of, wittering on it's a bit like the whole charging for time versus charging for you know, a transformation. If you're just charging for time, people are checking their watch to see how much time has gone, how much value they've taken from it, without that clear transformation, without that clear GPS setting of goals of the result that they're heading towards, it becomes very difficult for them to measure if they're actually getting anywhere or whether they're just throwing money down the drain. So it's really important for, for everybody involved that you have that GPS setting and that when you set it from the outset, in terms of your marketing, they know what they're buying into from the front of the forefront, and also gonna run another podcast session on expectations, boundaries, and contracts, because they are also very, very important because that sets out the expectations.
It makes everyone very well and honest of what's to be expected during what you're heading towards, what you're there to help them with so that they can go great. This is where we're heading. This is what we're doing. And this is what I'm aiming for. And it was super charged the servers. It was super charged, the results that your clients get because they know the speed and trajectory in which they should be working out and where they need to be heading towards. And they can gauge that, however, you know, or, you know, X amount of months have passed and I'm still nowhere near the cause of what, what is happening? What are they not doing? What's not working. Where do we need to tweak? What needs to change? What have they not done? That's causing that result? Is it something or the coaches and, or is it something on the client end?
And you could both measure that so that, you know, whether someone is happy or not, whether they're getting a service that they're receiving, because you're able to measure that. So it's really important to make your coaching or your service, depending whether you're a coaching business or not measurable, that you've got solid outcomes that you go, I am going to help you achieve all of these solid outcomes and you can take them off as you go so that they can feel like they're making progress, that they can feel like they know where they're headed. And actually it feels right. Like your you're more progressive because of that intentional way of working. So yeah. Yes. And he is important to your marketing, but it's also very important feel client results. Otherwise we're just swimming in the, abbess hoping that we might hit somewhere eventually. And that's no good for anybody and they're not going to feel like they've had great value for money if they don't understand that trajectory, that GPS spot.
So if you're going to, if I haven't already sold you on niching, from the perspective of it being a fantastic for your marketing also be sold on the, on the position of it's also great for your clients and when they get those specific results and they can actually say, look, this is what we had attained. You can then pull that back into your marketing, to then get more of the same type of client that you've niched into helping to help them come on board and feel like they've got that social proof that absolutely people just like them can achieve those kinds of results. So do be specific. Do you understand those goals? And if you're in the mode of thinking about where do I niche, which way do I go, or would those things and that's whether you're new, whether you've been in business awhile, I know people who've been in business awhile who haven't niched but have still kind of successfully if that's what you want to call it, Teeter along getting clients through referral.
But they will never boom, because if you don't have that GPS point, there is no where for anyone to kind of sink their teeth into. And they're really just going on recommendation that working with you is great, but then we can really articulate why that is. We need to, we want to be able to say, this is how you help people. This is how you serve them. These are the results that you get for people and make them really specific so that more of these people can reap those benefits. And you can make more of a difference in people's lives. You can climb that market leadership ladder, get yourself positioned at the top, becoming known for getting people, those specific results. That is what is key. So I would absolutely say that whether you're new or you're in that situation of referral marketing, relying on people to, you know, pull you through.
And that's great if you're in that position, that people are still referring you on, you're still getting clients, but you'll also be able to charge far more if you niche as well. Because as soon as people understand that you're going to be able to get them these specific results and the impact of that results, how that impacts their finances though, their lives, their children, their family, their relationships, their finances, mindset, health, all of those things, how getting those specific results have knock on effects, all those areas of their life. They're suddenly going to understand the value that you are giving. And until you can do that, your pricing will never be as high as it could be. So you can absolutely charge more as well. So these are the great benefits of niching, or if you're marketing or for your client, we'll say for your prices as well.
So there is my short and sweet episode for today. I really hope that you took some value from this and you saw the actually getting really specific. And I would absolutely encourage you to bring that kind of process into all of your coaching and your service based sessions or system, or however you're doing it to actually set those GPS settings as many times as you possibly can, in order to make that service, the delivery far more intentional working towards those goals so that they can see the value and they can see the progress that they're making towards it. It makes it a far more enjoyable experience on both ends for both the person delivering and the person receiving. So there we are there, we have it by the way, guys, if you're enjoying these episodes, it would really, really appreciate it. If you would leave us a review because it seriously helps the rankings of the podcast, it gets it up there and it helps more people receive more of this great information that we share on the podcast. If you are looking to recline that ladder of market leadership, position yourself as that number one choice in the market, then please do book a call with me, please book that call so we can discuss how to chat. And I can be brutally honest with you around where you're at in business and what you need to do in order to get to that top. Mark, if you want to have that discussion with me, then please do book a call. The link is in the show notes, and it would be great to speak to

Aug 26

Why you’re NOT Hitting your Financial Business Goals

By Jennifer Hall | Podcast

Trying to hit 6 figures or 7 figures but feel so far away from it – there’s always a reason why you’re NOT hitting it. In this episode I help you to troubleshoot the exact reason why you’re not hitting the financial goals you’ve set out to achieve. 

Whether you’re experiencing rejection from the start or you’re plateauing below where you want to be, find out some of the key ways that you can fix up your business to reach beyond. 

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Send your emails to jen@jen-hall.com

Read Full Transcript

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

It's time to troubleshoot your business and find out why you're not seeing the financial return in your business
Hello, and welcome to the expert unrivalled podcast. My name's Jen Hall, your business positioning coach and your Market Leadership Expert and on this episode, I'm going to be helping you to troubleshoot your business, to try and find out why you're not seeing the financial return on investment that you're putting into your business. This is something that I actively do with my clarity calls that I have with prospective clients and also when people are actually working with me, because as always, the journey is around testing and tweaking and finding out what's working and what's not working and whilst you might have one area nailed down, that could be a missing piece somewhere else, which is preventing the flow of wealth and money coming to you. So if you're somebody who's listening to this, just before I kind of crack on with some of the reasons as to why you might be finding, a block in financial return, if you'd like to actually get my eyes and ears on your business, to really look at it and find out what's going on, why perhaps you're not seeing the financial return for the effort.
And that may be at any level, whether that's the fact that you can't break through to your first five, figure six figures or seven figures, then do make sure that you book a call with me in the show notes on that call. We can find out what's stopping you. And also how I can help you within one of my programs or bespoke offerings to help you start moving your business forward and start seeing that financial return on investment. So just click the link in the show notes, or for those of you on the fly it's http://bit.ly/claritycallpodcast or just click the link in the show notes, and you'll be able to book that right in. So then the first thing I want to talk about is around articulation. If you are struggling to get any sales whatsoever, and you're really struggling to find that people that are actually wanting to buy from you, then there's a serious problem with your articulation and your messaging.
Now that's the first sign. If you're experiencing that rejection off the bat all the time, then there's an issue. We need to look at your messaging to make sure that it's as relevant as possible relevant being the key word here. So when we're looking at articulating the value of what you're offering, we have to look at the tangible benefits and outcomes that your particular ideal client is going to want to hear. Now, I'm not going to battle about on about this point too much, because we talk about it a lot on this podcast. But the key things here are to look at why would someone buy this? Who is this specifically designed for? And why is it so urgent that they buy it? How is that going to change their life? What are the consequences of them not actually taking action to buy it? And when they do take action to buy it, what's the wonderful outcome.
Once we can articulate that message and understand why you are such a critical must have, then you will start to see an immediate financial return. Now there are different layers of relevancy and articulation that you can take it to. That those are the basics. Once you've got that down, when you want to take it to the next level too, we stopped being as irresistible and as have, these must have properties as much as possible. Yeah. Clicking ads, creating messaging and supplementary marketing. That's going to obliterate all objections, get those out of the way so that they can feel totally 100% in, on, on a big fat yes to working with you. So that's when it starts taking it to the next level. When you start looking at things like objection, handling and King, how you can start to help them believe that it's possible for themselves and the rules so that you're the right person to do business with, which is what I'm going to come onto in a moment.
But that's the basics. If you're, if this is where you're at and your business, and I'm not going to go into these, I've got to do a quick overview of all of these. If you want to go into any of these into more depth than I seriously suggest you book a call with me, because we can have a look at your business and I can give you some more insider info as to why that might be happening. What's going on for you specifically. So I'm just going to take you through some of the things that will cause these problems. So that's the first thing is articulation. Have you got your messaging down, all you being as relevant as possible, are you specializing that message to a particular person who has a particular problem or wants a particular outcome? We need to make sure that it is niche enough and we have drawn out all of them, the benefits and the outcomes that are gonna make them want to say yes.
When you try and sell a process without actually showing them why they need that process, there's going to be a problem. And so that's really integral to when you're selling you know, recently helping a client with some of the sales page copy and as I was going down, I noticed that they did a beautiful job with kind of like laying out modules and what's going to happen in each month and so on and so forth. But actually what we're doing is we're just telling them what we're going to be taking them through, which can actually feel rather overwhelming. You know, we don't, when we talk about becoming parents for the first time, you know, yes, we hear, yes, we do hear the horror stories and so on and so forth. But if you truly knew everything that you needed to go through in order to have a happy family life, it would probably sound rather exhausting.
And if we didn't talk about all of the other benefits and the rewards at the end of it, we wouldn't want to go through any of that. We would literally just be like, no, I'm good. Thank you very much. Late nights, nappy stinky children. I am fine as I am. But the fact is we know that we're happy to go through those horror stories because we know what's going to come out at the end of that. Now I know I might be talking to some people who don't want kids. That's fine. Doesn't apply to you. In fact, that perfectly demonstrates my point around ideal client and making sure that you understand who you're speaking to because for some people they might not want kids. And so you're actually, yes, the, you know, the rewards of benefits aren't even enough to attempt them. And again, so you need to be, be clear on who you're speaking to to make sure that you are getting your messages.
Right. but yeah, it kind of demonstrates my point on you need to demonstrate all the benefits and rewards and outcomes that they are going to get. So once they go through that process, you're going to be able to achieve what things, what is life going to look like on the other side? How is that going to impact the finances, the mental health, the mindset that general health, their family, their friends, the relationships your own happiness, all of these different things, you know, potentially your, your ability to buy houses or whatever it is. We need to really dig into those specific. And I was quite generalist even then on to talking about the different areas of life that you can talk about. You want to dig really deep to some specific and the where you're going to get specific on those outcomes is by really digging into the particular type of ideal client that you're looking at.
So that's really key looking around a client, looking at that articulation, that relevancy, and really, really hammering in those outcomes effects of working with you. Yes, the process is important and yes, you do need to have a roadmap. And I'm very clear about that. You know, your signature system and understanding, you know, people being able to understand how they're going to get with you from a to B is very important because that's where some of the trust gets, let start, let down, you know, you can go all in on the benefits and outcomes, but when they get on a call with you and they realize actually, you know, always it's a bespoke system, it's too vague. It's not enough for people to stick their teeth into. So they do need to understand that you do process a proven process. Yes, you take your clients through to get them to the T to be able to get those results.
So they are both equally as important, the whole feature benefit thing. But we do need to make sure that we are talking about these benefits. And it's the biggest thing that people miss off is really pulling out those two tangible outcomes towards the end. So yeah, if you aren't seeing that rejection off the bat, then that could be why, the fact that you're not truly looking at those outcomes, not really digging out those tangible benefits that they're going to be going to be able to get at the end of it. So that could be it. And then, like I said, if you're further along in business and you are getting sales, but you're not seeing enough of them, it's about taking that articulation to the next level, looking at banishing the objections, understanding why you're getting those no's because the more noise we get in the more reasons and not just, I can't afford it, cause that's normally a lie the behind the, I can't afford it.
Why they really saying no to you? You know, even if it's harmful or hurtful to yourself, understanding that will really help you to up your game, build your business better and get your marketing on point. So that's the first thing. The second thing that could be an issue for you is the fact that you're not taking enough action or perhaps not taking the right action. So for instance, I see people all the time stuck in strategy mode, clonic, plot, plotting, plotting planning, strategizing getting all that content together, putting it all into one place, but never actually putting it out there into the world. Now, if that's you, then you have a serious issue here. And I actually suggest that you probably go and speak to one of my clients Lucy Alton, who is brilliant at productivity, helping to overcome procrastination and self sabotage, a big shout out to Lucy.
Who's brilliant at that. But yeah, the having that, that problem around not actually taking action and putting yourself out there can actually be for a couple of reasons. You're probably dealing with some months at gremlins that in terms of this there's something under the skin. And sometimes it could be that you're out of alignment with your niche, not all the time, but for some of my clients, I've noticed if they're not fully in alignment with their niche, that there is a problem. Actually they need to be more board with what they're doing in order to put themselves out there. A fear of becoming known for the wrong thing could be hiding and lurking in the background. One of my other clients recently, she was like, I know this makes auto business sense to do it this way. So I've been going with it, but actually I've not been putting myself out there.
And yes, your niche has to make business sense 100%, but you will also need to be in alignment with it. And you need to be happy to go out there and become known for that thing. And if you're not, then you're always going to be hiding and you're always going to be stuck in that strategy mode. So at some point we're going to have to move away from strategy and actually just get out there because also we won't know what works and what doesn't work until you put things out. So that's the next stage. So that could be a big problem in terms of you're not taking any action at all. Now, the second problem that you might have is the fact that maybe you're not giving a call to action, possibly. You're not asking for the sound I spoke about this in the last podcast we did around making a content pop and convert and CTA call to action was a big one.
So not providing a CTA on, you know, on your content or on anything you're doing. Like when you're speaking, you're not actually giving them the next stage and you'll never actually asking for the sale itself. So there's no call to action to buy my thing. Then of course, you're gonna find it very difficult. I'm all for the inbounds, you know, marketing and getting people coming to you, but you do need to let people know that there's something to buy and that they're welcome to buy it. And that they probably should. If they're looking for this particular outcome, you've got to be willing to ask for the sale, give people these opportunities. So have a look and check in with yourself to make sure that you're actually taking action on the right things. You're being visible in the right areas. Cause that's another problem. So don't, I need people not asking for the sale, but you're also being visible in the, in the wrong areas.
So I use the example for instance, you know, when it comes to PR being visible in PR, you know, there are more strategic ways to do it and then be in the Telegraph or national newspaper, unless your demographic is humongous. You're probably not in the right place. Yes. Your ideal client might see you, but you'd be better off going to a publication or an area or a membership that has a much tighter demographic and psychographic say that you know exactly who you're speaking to, that they're all gathered in one particular place. And you all know that they're going to be quality, potential prospects, potential clients that you can convert say, make sure that you're getting in front of the right eyeballs. It is critical to you getting that traction, asking for the sale, being visible in front of the right people and also audience building.
I see this a lot where people are taking a lot of action and being very physical, but again, they're not ever drawing people into that content journey. There's never a call to action to download the freebie or book call or come and join my group or come and look at this or whatever it is. So if you don't guide people to the next thing, if you don't pull them down the rabbit hole with you, then they're always going to be lying on the surface, looking in. And they're never going to get to know you enough to truly get in that kind of sales conversation with you. So putting people down that content funnel is really important. So making sure that actually you're actively building your audience, going out to your following is not really your audience. There are potential clients within that following, but in order to really help them identify themselves, you're going to need to give them opportunities to get pulled through that funnel.
So again, all you taking action. Are you doing those things? If not, that's going to make a significant impact to your financial results as well. Now, this one will speak to potentially a business who is doing well, who is getting clients and so on and so forth, but then you're not breaking through to kind of the multi six figure or seven figure Mark. Now, the thing you have to remember is, is looking at your business model is critical here. Because if you're not providing the right platform in order to scale, then you're going to find it quite difficult to kind of hit that seven figure limit. You can probably do it for multi six figure business. We'll see you probably, you can do that for multi six figure business, but for a seven figure business it's it's can be a lot harder to do.
If you don't start thinking about your ability to go beyond delivering from just you, you need to start thinking about a case of how can I scale this? Is it by growing a team? Is it by digitalizing the product? We have to think about ways to get it out to more people. Is it by lines licensing the product out there? Because if you don't think about that, you are going to find it very difficult. The thing you do have to bear in mind when you're looking at our business model and looking at ways to scale is that potentially the ideal client that you've been reaching out to may not want to receive the service in the way that you are currently delivering it. So by that, I mean, if you look at, for instance, the type of ideal client that I worked directly with my ideal client for this particular business, for my market leader, liquids, this is a high end client who is serious about their business, who is all in committed and willing to spend a high end amount of money to make sure that their business is successful and that's who want to do.
And then, so they're not going to be buying a self study because it got, those are pretty, got a library of them. Some they touch some of they've not, they don't have the time because they're busy working on their business. Guess they just need someone to open the bonnets or really check out what's going inside the, in the engine to work out. Like I said, troubleshooting it, finding out exactly what's wrong and really nailing those things to forward and having a self study. Isn't going to serve that because there's only so much you can do on your own without an actor pair of eyes. So, you know, you do have to be considerate of the type of audience that you're putting this in front of and does the product and the delivery method match that ideal client. So you do have to think about that and you know, some of the bigger money in terms of the volume of money coming through is sometimes on slightly, no around products to it, to a lot more people, but then there's a lot more people at the other end, the newer end of the spectrum than there are, that tends to be at the older end.
So that's where the big money's at. So if you're looking to scale to seven figures in a, for instance, a coaching business, you may have to sorry, a slightly different ideal client we've been used to setting, you know, high end high ticket. Obviously there's ways that you can scale. You can ask them, do you eat up the amount that you're charging people and you could potentially bring on a team of coaches to help you, Brittany, you know, cope with more capacity. But then you're going to have to think about things like, you know, business brand versus personal brand, because you need people to buy into more than just you and your personality. You need to be people to buy into your methodologies, to the way you teach things and to trust those who you've, you've built the team with. So you have to think about business brand versus personal brand.
If you're going to do that personally, you know, here we go, controversial time. I genuinely BVS a personal brand. Is all humans going on about at the moment, you've got to have a personal brand. Yes, but actually it's gone the other way in a saturated market, Phillip personal brands. Another thing that you need to be thinking about is your business brand, because that's really important to build that credibility and that trust and having that balance, especially if you're looking to grow, like I said, you know, into the seven figure, Mark, we start thinking bigger than just you and you know, on your Tod delivering, we need to start thinking about the business as a whole. So making sure you've got the right platform in order to be able to scale the business is very important. And it requires a different thinking. You know, I'm a, I'm a multi seven figure business coach.
I know the differences between the different businesses I have. You know, I know that there's different strategic thinking depending on what business you're at, which is why there's never, this one size fits all method. You really do have to understand that there are there's different advice for different businesses and also different models for different types of businesses as well. So it really just depend on, you know, where you're at, what you've been doing and where you're looking to aim to get to and what industry you're in, all of these things make a big difference to that business model and understanding who you're targeting and where the money is. And so and so forth, making sure that that all lines up and all matches up is very, very important if you want to make those big money. So yeah. So business model, if you don't have the platform, if you're constantly at capacity and you're finding that you've got those issues, then that's probably something that you need to look at and potentially need to shift your messaging and your ideal client and you and your products as well.
The other thing is around aiming high, are you aiming? All yay. Aiming high enough. Are you actually setting yourself goals? Because something that I used to be terrible at setting financial goals, if you're not setting financial goals, how will you ever showing that you're growing? How are you ever proving to yourself that you can push the boundaries and go further? So aiming high is really important. Setting yourself those goals to kind of have a measure. I have a gauge. It's not about like, you know, what happens if I don't hit it, then how am I going to feel sheet for the main and if you hit the stars fantastic. But also you've got to have something to measure against where are you looking to get to, if you don't have the GPS on where you're looking to get to, it's gonna be very difficult for you to actually pop the way forward.
And that might be, you know, if you're, if you're very far away from your goal, but it might be that you've got to take a bit of a Zig Zachary. It might not necessarily be straight that you might not need to have to do a few things first then on the way to help you get there, but at least know where you're aiming for, where you get into so that you have some kind of measure. So it's like, well, I don't feel like I'm getting the financial return. Well, what's the financial return that you were hoping for. You've got to find that out first, before you can measure against whether you're hitting it or not otherwise as well, it works and in a negative in terms of mindset, because if you're never setting a goal, then how are you ever going to feel satisfied from what you're making from your business?
You need to, you know, it's great to always want more. And that's something that we do in our businesses is raise the bar higher and higher each time and do better each time. But she gotta, you gotta raise it somewhere first and foremost in order to feel like, yes, okay, I'll hit that goal. Next one, next one. So have these goals. They are very, very important. Yeah. the other thing to know down around, if you're not seeing the financial returns, we've talked about articulation and making sure that actually you're articulating your offering, right? That you are taking the right action, doing the right things, asking for the sale price sheet, providing specific call to actions. We talked about aiming higher. We talked about the business model and making sure that the business model is right for you know, in order to scale to a higher level, but also you credibility.
So this is kind of the last thing I'm going to talk to you about and this, you know, if you are showing up and you don't have that credibility at, and then again, credibility is quite a broad term. And by that, I mean depending on where you are in your business journey, or you need to have different levels of credibility, for instance, if you're lacking testimonials and any proof, that you're able to do the job, then you're going to be lacking credibility right from the ground because people are going to find it harder to trust you. I mean, those instances you want to be finding, like, for instance, if you are somebody who has already been through the process and come out the other side, then you can use yourself as a testimonial. Absolutely. When you first start, but you need to make sure that the clients that you are helping are closely related to you and your journey, otherwise you're going to lack credibility big time.
You're also going to feel that you lack credibility. So you gonna find it more difficult to sell. So looking at getting those that testimonial, that first testimonial was very important because people need to see social proof. And I would absolutely, for those people who haven't actually ever taken anyone through a process, I actually think you should be doing it for free. You should be going out there. We've referred very normal amount to get that social proof, not just for other people, but for yourself too, prove to yourself that you can do it. And you can take people through this process and so on and so forth. So if I'm talking to any newbies on here, yeah, absolutely go out there and run an offer for either a very normal and amount of, or for free and get some social proof and some testimonials onto your belt.
Get that experience. Cause it, you start feel more confident and you can articulate that confidence over because if you're taking calls of people or your, you know, or even if you're not taking calls and you're, and you're doing your marketing and sales in a different way, it's going to show through in your confidence, whether that is impersonal knots, you know, it's going to be very difficult for you to feel solid and confident enough to say, I can absolutely help you get this result. If you haven't actually done it. There's a lack of integrity that, so it's important that you have integrity. If you've already been through it yourself falling, you've got some integrity, you know, that you can, you can help someone through it. But again, until you've kind of become seasoned, what you do until you become the real true experts, you know, it should absolutely be reflecting your pricing and getting that social proof under your belt before you can really ramp it up.
But I'm talking about, like I said, the real newbies here, another great way to build credibility at any stage is specializing. So again, looking at micro niche, specializing into something very, very specific because when they see that you specialize, you automatically position yourself as the expert in that thing. And they are going to want you above anyone else because in a lineup of master generalists, they're going to want the person that deals with people, exactly like them who want that exact outcome. And you have the exact problem. So specialize micro-niche as much as possible. And that raises your credibility level by miles. Because they know that you're going to be, you know, you're going to be able to help them. And again, it helps your confidence too, because as soon as you start to specialize, you automatically become an expert because you start nailing all of your learning and development in that direction.
And that automatically boosts your expertise. So actually niching more, even if you do feel unconfident a little bit in the beginning, just making that mental step say, okay, this is where I'm going to focus. You can really pull hard in that direction and you will become an expert much quicker than if you remain, brought as well say confidence, it's going to raise your confidence big time. And then obviously your general positioning and there was a seven, well I've had, there's an episode. It's what number is, I apologize. You have to go through and look. But there is an episode specifically on building credit market needing credibility, which I definitely suggest that you listen to it. Cause it's going to give you some more positioning tips, but really looking at sort of certain things I talk about, for instance, creating your unique magic, but it, which is your unique sales points that there's no one else out there doing that particular thing.
You've productized the tangible unique selling point that you can pull out and say, this is why you should buy from me. That is what's going to take you to that market leading level where out of the lineup of people, even if they are like, maybe let's say for instance, you're all specialists are three specialists knew they're trying to pick which Guam, if you've got this unique magic, but it really speaks to them. You're going to be that number one choice. So that's really key. That's one of the first episodes. I think it's the first big episode of this podcast. I go back and have a listen to that one, if you're hearing about the unique magic, but for the first time, but it is that tangible, solid, concrete reason as to why they should buy from you above everybody else. That's going to really help to position you as that's no differentiation standing out of the crowd, all of those kinds of things.
And just finding other ways that you can build your credibility. Not only with social proof case studies testimonials really, really help and actually like turning this, these testimonials into case studies. So you can fully articulate the transformation that that person has gone through and show people the behind the scenes of how you did that without obviously giving away all in some sundry, but you can absolutely demonstrate and show that you had that roadmap map to help them. And that it's a proven process. Social proof is really, really big, but then you've got other things that you can look at the PR angle, but, you know, in terms of boosting your credibility that way and also, you know, positioning, but hosting your own podcast, you know, running your own regular Facebook live show, writing a book, you know, running your own events, appearing on stage, all of these different things here, the really helped to build credibility because you know, integrity is, is, is a big one for me.
But I'm also very aware and not naive to the fact that how good you are, what you do means absolutely nothing. When it comes to sales, it will make a difference, however, to whether you become market leading or not. That's the difference because there isn't a single market leader out there that can treat their customers like crap and still make it to market either level. It's just not possible because you know, you, you have to rely on that third party, credibility of people sharing the good news about your business. And if you're not getting that and you're not getting repeat buys, then there's something there's something wrong when you will never reach that market leader level. So yes, you see people out there without integrity surviving just, but it will turn around, spot them on the bomb. That's it, that's the only solace we can all have.
But really marketing is key. Knowing how to position yourself, understanding how to articulate what you do and the return on investment for the person niching, all of these things has zero to do with how good you are at what you do. It's all about the positioning. So that's key. And if you haven't got that positioning, you don't have that specialist expert become known for a specific thing. Then you're going to find it very difficult to see the financial results or your wanted financial results. You might get the odd few who will buy from you. But in terms of ramping that up, scaling really growing, really going for it really ramping it up to the to the dream financial return that you're looking for. All of those things are absolutely critical that you have in place. But again, like I said, if you want some help, really looking at your business, what's going on for you at the moment and why, you know, where you're at in terms of, are you experiencing rejection off the bats or are you actually making alright money, but you just can't seem to bash through to that next level.
Then make sure you book a call because we can go through the business together and have a look what's wrong and how I might be able to help you to take that business forward and become the number one choice in the market. The link for that call is in the show notes. So do make sure you book that and I hope you found today's episode useful where you can start sort of troubleshoot and think, okay, what piece am I missing here? Is it the business model? Is it the, the, the relevancy in the articulation? Is it my credibility? Is it the fact I'm not taking action and so on and so forth? I didn't, I just say that now I don't specialize in helping people with productivity and taking action. Like I said, Lucy is my go to galfor that. But in terms of, you know, helping you with the positioning piece, helping you really articulate what you do to become, you know, the wanted must have identifying, helping you identify and shape that unique magic, but at that concrete USP differentiation becoming a category of one becoming unrivaled.
Those are all the things that I can help you with. So do you make sure you book a call in, if these things are sounding like the things that you need to be focusing on right then I will still probably be on holiday. Hopefully fingers crossed that in the last episode, sipping a cocktail on my last day. So I I'm back in a little while when you listened to this button and raring to go probably with 1,000,001 content ideas as it does happen when you're on holiday, right? You go there to not work and to kind of sit and be still and chill with family and suddenly all hell breaks loose in the brain with all of the ideas, at least let's hope that happens anyway, because I secretly do love getting those breakthroughs. And when you take a chill break anyhow, I should leave you guys to the rest of your lovely day. I will speak to you. We'll get into next episode.

Aug 19

Two ‘Lines’ to Make your Content Pop & Convert

By Jennifer Hall | Podcast

Fed up of spending hours recording or writing content to just get ignored and see ZERO results? In this episode I’m going to show you two simple ways to make your content grab the attention of your ideal clients and convert them! SIMPLES!

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Download my free Ultimate Guide to Becoming a Market Leader – http://bit.ly/MARKETLEADERGUIDE

Send your emails to jen@jen-hall.com

Read Full Transcript

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

Let's get ready to make your content pop and converts.
Welcome to another episode of The Expert Unrivalled Podcast. My name is Jen Hall your Business Positioning Couch and Market Leadership Expert and today I'm talking all around how to make your content pop and convert using two lines. Now I'm tricking you slightly here because the two lines aren't going to be talking about are actually lines of text, but I will give you all the juicy stuff in just a moment before that. I just want to give you guys a little heads up in terms of what's been going on in the background behind the scenes and the last few days have been absolutely manic because as you listen to this fingers crossed, I should be selling myself in Greece. Now I say fingers crossed because we just don't know what's going to happen. Who knows if we'll make it there under the current regimes, constant changes of regulations and FCA rules and so on and so forth.
But fingers crossed where I should be with a cocktail, I swim up bar in roads in Greece, fingers crossed, keep fingers crossed me and so the last few days have been ups that you make, you know what it's like before you go on holiday or tying up loose ends and do you know what, since I've had this deadline of being on or going on holiday? My participants within elevate have been going absolutely bonkers, getting all the bits and pieces over to me in the program part of the program is that they get to send me anything via the G drive. So that could include sales, copy strategies podcast scripts that they want me to look over call to actions, posts, content, all the things. And so they've literally just been, give someone a deadline. I swear, honestly, it pulls you into action.
It's something that I've talked about on this podcast before around productivity, but they've been sending me all the things in and so they've actually been getting way more done than they would do by, you know, on a Monday and then they would ever know what he do and so I've had all the things to the cap, which has just been amazing. It's been so great to see so much progress happening in inactivate. You know, we've seen people after struggling for a very long time to get any money money in C the seven K seven K sales 10 K months from people who've bouncing back from certain periods of time where things haven't been going so well for them. So I'm really, really pleased to see such great progress inside of the elevate program, as well as people setting up whole new Facebook ad funnels getting evergreen content, going to altar to generate, you know, prospects and clients on top is there's just a hive of activity and buzz going in that now there aren't actually that many spaces left inside of activate, but there are a couple.
So if you're looking to get your business to that next level, looking to become the market leader, whether you are at the stage of needing help to get your message right, really niche it in, in order to start becoming known for something in your market or whether you are actually more established and you've perhaps even got a seven figure business, six figure business, and you're looking to take it to that next level so that you can start to become the number one choice in the market. Then make sure that you get your corporate in with me as soon as possible after holidays, by the way but click the link in the show notes, and you'll be able to go and book a call with me to talk about how you might be a good fit or may not be a good fit for the elevate program.
I like to make sure that the people I work with it's a one-to-one program. So it's not a group experience there is a mastermind group element to it but it's driven by one-to-one coaching and so I want to make sure that the people I work with are going to get the best results possible and that they are the best fit for the program or of course, I've also got clients on at the moment who are working with being on intensives, who aren't quite ready for the elevate experience, but needs help to either niche down, understand that messaging really get to grips with their business model or the programs that they're putting in front of people so that they aren't as irresistible must have. If any of these things are striking you as things that you want help with I also put together a bespoke packages for people as well.
So if you want to chat with me about any of that stuff, make sure that you book a call with me in the link, in the comments so that we can start to get things in front of your audience, that they cannot wait to buy. That's the aim of the game. So anyway, into today's top tips, okay. Now on the reason I'm writing and writing, this is reason why I'm recording this podcast is because I've seen so much awful content out there at the moment is bugging me and the reason why it's awful is often very simple reasons that are so easily fixed and I really just want to put it out there for you guys to really understand that you don't need to have rubbish content creating good content Isn't difficult and there's just a few rules that you need to stick to a few things on the checklist to make sure that you've created something that is going to pop out, get people's attention and then convert them into clients
Okay? So the first of the two things I'm going to tell you about the lines I refer to area is headlines, Okay? I see so much content without a headline is unbelievable. Let people know what they're about to watch if the thing that I say about any content that you put out there is the question that you have to ask yourself before you put it out, is why would someone bother using that time to watch or read this content? What is the point for them? That's really important to ask and if there is a point, great, that's good news. We're on to one step of the journey there, but then we need to think, okay, how have I actually demonstrated that point? Have I actually created a headline that articulate why they should bother spending their time to watch or listen to this content?
Because too many people expect they see these kind of like Facebook, celebrity, jeez, out there and they see all that It'll Paul say, you know, engaging on their posts and their content, regardless now that's great, great for them. But do you know what I found over the years? It's the, actually those people are amazing and you will always find people who are loyalty, who engage with your staff and who really do want it to be that support what you're doing. They are interested in what you have to say, but those regular people, aren't always the people that buy from you and if you want to attract, because buyers, people who are actually going to buy your services, you're going to have to be a little bit more intelligent. You're not creating content for your friends and for your mom who's going to watch it anyway because they're so proud and amazed and love hearing what you have to say.
That's great that they love hearing it, but other people that are putting their money where their mouth saw, no, and so you need to start thinking about being more intelligent about creating content that will get the right people, who to read and watch listen, and the can the right people who will pay and in order to do that, we need to not be lazy and not rely on your regular listeners, your regular people watch your stuff. We want new people, new blood, new, fresh people who are actually going to the right people, the right eyeballs to come and look at what you have doing and in order to do that, someone's coming in cold. They, you can't rely on them knowing you and knowing your stuff and just watching it anyway, you need to give them something to bite and that's why your headline is so, so important.
Now, there are a couple of things that we need to look at when we're looking at writing a great headline Okay? the first thing is around making it relevant, It needs to be super relevant to your ideal client to make sure that it's specific to them so that when they read that they think, ah, okay, yes, this headline, this piece of content is directed at someone exactly like me. So you need to very specific about either a very specific problem or a specific area. Well, you need to actually use their label in the headline somewhere so that they go, ah, okay, fine. That's who you're talking to. You're talking to me because that's what I need to know about. And you want people to resonate with it that much, the only the right people are going to view that, that information. That's what you want to aim for.
Is this going to put the wrong people off and pull the right people in? If it's not doing that, then it's likely that it's far too generic really make it relevant, really make it way more specific as much as you possibly can. And the next thing you need to be looking at is about it being fresh and disruptive what we don't want to be doing. Yes, we're going to make it relevant, but we also want to catch people's attention. If they've seen the same kind of headlines hanging around time, time, again, with so inundated with things all the time, with information, with content constantly on social media, we need to make sure that the content that we're putting in front of people has a unique angle, a fresh, new, disruptive perspective. Now sometimes you can come from a controversial angle and that's absolutely fine, but I always use controversy where like a pinch of salt, you know, use too much salt in something it to get a bad taste.
And by that, I mean is not necessarily too much. So in the one piece of content, but in terms of the, the regular content that you put out there, don't make it all, you know, 90 negative, make sure that you're keeping a good balance and that if you use controversy like a pinch of salt and do the odd posts, it can build huge traction, but again, use it too much. People start to sort of think that you're being very negative and you're coming from very, you know, negative angles. So absolutely state your opinions and get really passionate about your beliefs and really pull that into your content. But at the same time, make sure that you are also disrupting in a, in a more positive way as well. We don't always want to be coming from the negative angle. I'm one of the best ways that you can disrupt positively is actually looking around a new way of speaking, using analogies, using metaphors as well can be really great way because what you want to do is build a paint, a picture in people's minds and abusing analogies can be a really great way to freshen up and find a unique angle on a, an idea that's already been brought up time and time again, because that's the thing is that there aren't any new ideas out there everything's already been done, but usually to find a new way to frame it.
So one of my amazing clients, Lucy Orton, who helps to beat procrastination and self sabotage in high-flying corporate women who want to build a business and turn the side hustle into their full time success story. She came up with a great headline recently around stop scratching the mosquito bite of obsessive thinking. Now, you know, obsessive thinking and overthinking and over complicating matters, or is it something that's been talked about a lot for in space, especially in her industry with the, with the personal development side of things. But she's used this great analogy of this mosquito bite as almost like this itch that they, that, that you have to scratch is such a great analogy that really brings out picture in your mind that really captures your attention, really captures your eye to what you're talking about. So using words like that, using analogies and metaphors can be a great way to disrupt people when they're scrolling and really capture people's attention. But again, you want to make that content as specific as you possibly can as well by really no noting down somewhere in the content who it's for and why that headline is so important why that content is relevant to that person. That should be right.
But having a Headline really is a signpost of getting people's attention and really getting to the crux of what you're talking about.
The next thing I want to talk to you about, which sometimes really leads people down the wrong garden path is that they put the punch lines instead about two lines, see where to tick headline punchlines. The second thing I told you, I was punching lines. One of the biggest mistakes with headlines is giving away the punchline in the headline. You know, you don't want to give away the entire story if you would like them to read more into what you're talking about. So you need to use curiosity to build that intrigue so that they want to click. They want to find out more. And you want to be thinking about that in every line of your content that you write, or, you know, script out for the, for your video or for your audio, your podcast, or whatever you really want to be thinking about how you going to entice somebody into listening to the end, to reading until yet, how are you going to keep them keeping on with what you're talking about?
So don't want to give everything away in the headline, make sure that you're always building intrigue and curiosity into your headlines as much as possible, as well as being useful for potentially as well. There is, you know, you've always got your, your five steps to doing this, how to do that. And all of those types of ones are very useful. And they're great headlines as well because people again, but the curiosity is still built in because they want to know how to do that thing and going to have to read the rest of the content or listen to it, watch it, read it. I'm just going to say, read it for the, for the case of, you know, having to repeat, read, watch, and listen. I may just use, read for that for, for the entirety of the rest of this podcast, just to make it easier.
But yet you want to be building that curiosity in, in some way, shape or form. So they really want to find out what's going on listen to you, whatever. So don't give away the punchline, but do have a punchline that's really important. And the punchline in two different ways here. So you want to make sure that you have a core message and I do this for every piece of content. What am I trying to deliver? The what's the point? So when I came up with this podcast idea, I was thinking, okay, what do I want people to know? What's the learning, what's the lesson here. And that is that your content cannot see you pop and convert. Yeah. And it doesn't need to be showed in. It doesn't need to be ignored. So I wanted to make sure that I gave the information to you guys so that you can start implementing it in your own content to start seeing more traction.
That's the purpose of this piece of content and all such a simple, simple idea, but you have to do it and you will be surprised. And you may even be thinking about how you're doing it and going, Oh gosh, yes, I don't do that enough that we just kind of sit down and we just kind of like pen to paper. And sometimes that's great just to kind of get content ideas flowing, but we also want to be thinking, what am I trying to get them to understand here? What's the point of this and what do I want them to go away and do and realize I'm so transparently on two levels, one that you can change your, your content very easily into something that you can go away and make traction with. But equally so from a, from a, from another perspective, so demonstrating my expertise and showing you how to create good content and showing and demonstrating my knowledge, that will help you.
That will help you understand that if you were to work with me, that you're going to, you know, this is just the tip of the iceberg here. That there's way more to be had from the scenario. And you know this for a lot of people, like I don't, I'm just getting it all out on the table here. I put no, like, you know, I'm not, I don't hide behind anything. I'm very transparent and I'm not going to pretend that I'm running this podcast for a laugh and this podcast absolutely. To help business owners you know, you become the number one position in the market. And there are so many people that take so much value from this podcast that I'm really chuffed and that you can make progress. But I'm also here to demonstrate my expertise and to show you that there is more to be has that when you actually invest money into something, you're going to get way more results.
So, you know, and then that's me being completely transparent with you. So you have to understand what the purpose for other people also, what's the purpose for you, which brings me on to the second kind of punchline, which is your call to action. So as you notice at the beginning of every podcast, because it's where people listen to podcasts, the most is at the beginning people, when they feel like it's ending, they will just kind of like cut it off. You want to make sure that your call to action is at the beginning of a podcast episode. And I always think about my call to action and what I want people to do. And I had someone ask me today, one of my clients to say, do you think I should be putting out some posts as well with our call to action? And my, my answer to that is, well, what's the point?
What is the point of doing that? If people don't want to take any further action, they won't, you know, there'll be many of you listening to this and literally totally fine, by the way, he will listen to it and wait book a call. But they equally, there will be some people who wanted to take that business forward, who really do want to make market leader level. And they don't want to wait for that. And so they want to work with somebody who's going to help take them through that process to speed it up accelerator and get focusing on the right kinds of things who will invest. So, you know, why would you not give a call to action so that people can choose or not choose? Like it's completely up to them, whether they take it forward or not, but as long as you're providing some kind of value to people and that you're giving them the opportunity to move on and work further with you and the call to action might not even be, you know, book a call with me, the call to action could be download my freebie to help you further with this thing.
Or it could be joined my group. It can be something, anything that's going to help take them on that content journey so that they're not just going, Oh, that's enough. You post. And then tomorrow you completely forget that you've ever existed. If someone cottons onto something good, give them the opportunity to dive in deeper and say, my answer is no. Always have a call to action. Don't not provide a call to action, whatever that might be, but give people somewhere to go so that they can find out more dive in deeper if they want to, should they not want to? That's fine. They don't have to do anything. They was holding a gun to their head. So, you know, give those call to actions. You use that punchline, find out, understand the core message for them, understand the purpose for you, make sure that you really kind of given that information in to serve both of those purposes and that you've given them that call to action to go and dive in deeper that you've given them that information.
That's the only way you're ever going to get your content to convert is providing those call to actions. There's also something else that I'll talk to you guys about very quickly, that really, really helps. And it's widely used, but isn't used enough as far as I can see. And that is the problem agitate solution structure. And this is something I teach all of my clients as a basic. It really, really helps in every scenario, not just in a sales scenario, but in terms of giving value, but really helping people to understand their own problems, really helping people to understand who you serve, how you help them. And it enables you to demonstrate your expertise enables you to show emotion and empathy towards what's going on for them. So the way we would craft a problem, agitate solution piece of content is first of all, outlining the problem.
So let's take this piece of content as an example. So, you know, and this is where I'm going to dissect it. Now engage in and watch, and you could have done a much better job here. That's a waste the way. The problem that I see people suffering with is the fact that they have so much content out there that gets ignored. Doesn't make any traction, doesn't convert anybody. And no one even bothers to read, watch or listen to it. That's the problem that I outlined. Now you can really go into agitated. So when we look at agitating, it we're agitating the problem by saying, okay, well, if nobody's clicking or watching your staff, then what is the point? If you creating it, how much time are you wasting creating that content? How much effort and energy have you put in to thinking of that content, writing it all out and then recording it or writing it for nobody to bother to read it?
What is the point? So you can start to see that you're agitating the problem. So you're showing them the impact on that. And the time that they're wasting in that business, running around, doing all of this stuff for nothing, they're not going to see any return on investment. They're not going to see any clients off the back of it. And all you're doing is being a busy fool for the sake of being busy. That's not very productive, it's not constructive, and it's not going to take your business any further. And it certainly isn't doing your positioning, any, you know, any favors tool. So you can see you're agitating it and then you can provide the solution. Now the solution can be some valuable tips and things like I'm doing here. I've just given you two tips here, headlines and punchlines, to help you to start, to get your content, to pop I'd convert, get the attention of people and convert into clients.
And, and, or your solution could also be book a call with me or download my freebie in order to see X outcome, because if you're sick of all of that staff, then this is the thing that you need. So you can use it in a value situation and you can always use it in a sales situation as well, either way. It keeps it really relevant to the people who you're talking to. It keeps your content granular and specific, and it really helps to dive into how that's impacting then to help people understand that. Now the problem may not always be so negative. The problem may also be aspirational that they want to get over to somewhere else. And then you want to be talking in the agitation part of it, around what they're leaving on the table. What are they leaving on the table by not getting over to where they want to go to?
You know, and that's where you'll find the agitation because you will be building that excitement and going look at all the lovely goodness that's over there that you are not seeing. You know, when you see me do that in other ways, again, in full transparency. In other ways, you see me talk about that in terms of, okay, if you want to actually get traction in your business, if you want to actually see yourself, become that number one choice, where you will pick out of a lineup of people doing the exact same thing as you as the number one choice that blows everyone else out of the park. In fact, if you will not to be you, then you need to do X, Y, and Z, and you need to work with me because that's exactly what I help people do. I hope people get chosen in amongst, you know, in amongst the good people as well.
Now in amongst the load of rubbish in amongst a very competitive market and amongst the lineup of very decent people who could absolutely all help you are the client. You want to be the one that's chosen and that's all to do with your positioning, elevating that position, understanding articulation, how you use the language to help people, you know, position an offer that the programs or products, how you build credibility and trust, so and so forth. And that comes into, you know, giving that value, showing people the steps to move forward and, you know, they need your help to implement that. So there are so many different ways in which you can use that problem, agitate solution structure, but it's a great structure that is, is loose enough for it to be different each time, but provides enough structure to go out there and actually start creating some really great content.
That's going to resonate with your ideal clients. So just remember if you are somebody he wants to fast track their progress to becoming that number one choice in the market, then that market leader in their industry, then make sure you do become cool with me in the Shane eights, for anyone listening, who just wants to quickly remember and get it in their smartphone or whatever. It's a bit.ly/claritycallpodcast. And you can book a call with me when I'm back from my holes. We can have a great chat and find out if there's a way that I can help you to really ramp up your positioning around pop your sales and just generally ramp up your business in every way, shape or form in terms of becoming known for something amazing in your fields and that people are queuing up to work with you. So do you make sure you book that call in and I will see you guys

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