Feb 12

How to Find High-Paying Clients

By Jennifer Hall | Podcast

High-Paying Clients –This supposedly elusive species is much easier to find than you first might think. So why does it feel so hard to find them? 

In this episode we cover:-

  • The mindset shifts YOU need to make around high-paying clients and your pricing to start attracting them to your business.
  • How high-paying clients think and what they’re looking for.
  • Why you’re holding yourself back from attracting high-paying clients right now!

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

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

(00:00):
High paying clients. Where are they at? In this episode I am going to be showing you how you can find this elusive species.

(00:17):
Hi and welcome to this next episode. I'm Jen Hall, your business positioning coach and market leadership expert. And today we're talking about where to find or how to find high paying clients. So this weekend me and Andy went to London, which was fantastic and we did a lot of things. We did the Dungeons, which was great. We went to see touching the void, which is a fantastic play. Which is about to end. We were very lucky to kind of get in there and sneak in there cause we also didn't preplan to watch that. It was one of those on the moment things and we managed to find tickets. It's honestly such a great and moving play about a climber who ends up falling down a big crevasse. I'm not going to anymore cause I don't want to spoil it, so shush your mouth Jen.

(01:08):
But those books and documentaries and things out there as well. But yeah, it's called touching the void. It was brilliant. Any who I won't ramble on, but the biggest thing we went there for was for Andy's Christmas present, which was to go to the stranger things, secret cinema. Oh my gosh. And again, I can't give too much away. All I can say is you have to go. It's brilliant. When I first heard of the secret cinema, I thought it was some random secret location where you went to go and watch the film, not the case at all. They basically recreate the world. You become part of that. Well, you play a character in that world and you get to explore it interacts with the other characters within it, including the set. They actually recreate the world as if you're in it.

(01:54):
And it's absolutely amazing. Everything is meticulously done to the last detail. And we thought, wow, this is so cool. When I was looking at the price tickets, I was [inaudible] to whether get the VIP or whether to get the the normal and the, and we went, we went VIP. If you do anything, you get VIP. So we've opened the VIP tickets. But once I'd been in there, I started to think, wow, I would have paid a lot more for this. Had I perhaps known a bit more, or perhaps there was a bit more hype around it or the value had been communicated to me. And to be honest, I possibly would've probably paid more from the outset anyhow because it did look good. But obviously once you've price anchored somebody, a particular price points very hard to start charging more for it.

(02:48):
Now that's not to say that I'm suggesting that you shouldn't be raising your prices because in most cases, for a lot of people, they probably should be raising their prices. But the point is that they could have put a higher price in front of me and I probably would have paid it because it was so good. It was worth so much more than what we paid for that ticket. And so that's kind of a myth that I want to bust on the biggest outset is that we can sometimes shit ourselves when it comes to pricing our services where we process certain level and we get people saying yes to it and then suddenly we think, Oh, I can't pay anymore because maybe they won't buy. And it's just not true.

(03:37):
If once you price anchored somebody, they're chuff, they might feel like they've had a bargain or they might not. They might just feel like, yes, that was appropriately priced. But until you actually put a different price in front of them, you don't know whether they would have paid that on or so the retrospective, in hindsight looking back, would you have paid more? Question is always a bit iffy depending on who you ask. The only way you're truly going to find out is by putting these prices up and then watching new people come through the door to see if how they feel about that price. What matters is, is that you are pricing what it is worth, the value of the product that you in the service that you are delivering and that you're not just pricing for what you think people will buy.

(04:24):
You need to charge what it's worth and then communicate the value of that worth to the audience that is going to be buying from you. So that's really key, first of all, to kind of understand that you can't really judge based upon what you're currently doing. And yes, it might be that your services aren't up to scratch or it could be that actually you are over-delivering and your service and it is actually worth a lot more or your owning advertising a certain amount from the outset, charging for that part that you're communicating for. But then on the back end you're doing so much more but still not charging for it and not really seeing that. So there are lots of things that you need to do and look at in your business to make sure that really kind of analyze it to make sure that you are pricing appropriately.

(05:12):
That we can cause our own mindset blocks around would people pay a higher price or not? Based upon our current and current reality and our current experiences. If secret cinema had just put a different price in front of me, I probably would have paid it. I would have paid a higher amount. So have a think about that and make sure that your pricing is spot on to what it is worth, the value that is within that and that you're charging for the transformation, not your time. So now that's kind of off the table. Next thing to say is if you would like to speak to me about working together to create high ticket products to help you with your pricing and to help you to attract and high paying clients, then do you make sure you book a call with me using the link bit.ly/claritycallpodcast.

(06:01):
The link is in the show notes as well. Do you make sure you book a call with me that, and we can chat about how we can be forward and how I might be able to help you to do that. Just like jewels who was selling her health weight loss services for around 300 pounds and struggling who actually raised them to at least 2,500 pounds and that she sold them with more ease than she did at the 300 pound mark. And then of course you've got the likes of David who went from selling his consultancy services for 10,000 pounds to actually selling them for 36,000 pounds and beyond. So it's totally doable at whatever level you are at. It's totally possible for you. I'm very much passionate about these particular topics around selling a high ticket level.

(06:59):
I'm very passionate about it because so many people feel inadequate that they can't do it when apps they absolutely can. And they also feel like that their stock at a particular level that they're at at the moment. And it's pjust not true. You can absolutely uplevel, you can absolutely elevate your position within the market in order to start selling a high ticket product and start getting a new type of clientele who will pay those kinds of process. It's totally possible for you. So if you do that, do make sure you book a call and we can get going. But either way, let's get stuck into the nuts and bolts of today's episode. So I want to bus let another myth which is around finding a high paying clients because that's not necessarily true. It's more around attracting a high paying client, which I'll come onto in just a second.

(07:58):
Now of course we can be a bit smart about it because at the end of the day, your ideal client has to be able to pay you. And so if you're selling at a higher level, then you need to be thinking about, does your ideal client that you're currently targeting have access to funds? Now ultimately, how much money people have is really none of your business at all. Because people have access to money in all kinds of ways and if they really want to find the money, they will. Now, whether that is by asking a family member, whether that's by dipping into the household income, whether that is by getting a loan, I've taken those before. I've put things on credit cards before now. It's not something that I necessarily suggest that people do when in fact is not something I ever do.

(08:56):
I don't have to suggest that people get into debt, but ultimately it is their choice. What they do, and what I'm saying is that whilst you would never suggest these things, because I think that's unethical, I think we also have to realize that it's really none of our business how people get hold of money. If they want to buy something. Ultimately that's their decision and that's up to them what they want to do. In my heart, I don't want anybody to put themselves in a situation that would put them in some kind of financial danger because at the end of the day, I want my clients to be safe. If I knew about it that that was the case and I wouldn't take somebody on because the process in terms of what I'm doing doesn't work. If you're in that survival mode and that where you're worried about money and keeping your head above water financially it's not a great place to be running a business from or starting a business from.

(09:52):
So that's something that is important to me to make sure that people are financially stable if they then choose. I've had a lot of clients who have that who are in a okay position, but they choose to put it on their credit card or they choose to get a loan because they don't really want to dip into the other funds that they have access to. Then again, it is up to them. It has nothing to do with you. It's none of your business. And so you have to accept that people need to make their own choices and their own decisions. And you also have to accept that people do on the whole have access to money in many different ways than what we realize. Not many people have thousands of thousands of pounds lying in the bank just ready to just throw it, throw on something. We're human beings and we want to make sure that what we're spending our money on is important.

(10:38):
And when we don't have it, if it's that important, we will still look at options to see if we can work something out. You have to be smart in terms of, you know, if you're selling a high ticket product, you're not going to be wanting to target people that are on the poverty line because they're just not going to have the funds in order to do that. And again, as I've mentioned in other episodes, it's not particularly ethical to be targeting them as an ideal client anyway. In my eyes, particularly not for high ticket products. They're focusing on the very basics of life at that particular time. They're focusing on roof, saying that they had food on the table and other such things. So unless your helping with, with those types of endeavors and you'll probably be doing that with supporting companies around that industry who helped these people rather than targeting directly as a consumer.

(11:36):
So you can see where I'm going with this. So we want to be beat. We want to be smart about who it is we're targeting. Absolutely. so we want to be thinking about, do they have disposable income or are they at a stable stage of their life where they could have access or find money or get credit, whatever it is. We do have to think about those things as well. And we could all say be smart about where those people might be hanging out. We can look at things like demographics and for instance, we could think about, well actually if we target corporates, they have a lot of cash that they're smashing around where they can, they can spend on various things. Now that's not to say they'll just spend it on anything.

(12:22):
They'll still spend it on the things that they fought will find valuable, but they definitely have the funds to pay you. So again, that would be making a smart strategic move. But it doesn't mean that not everybody wants to work with corporate, so I'm not saying that you have to work with that. But that would be somewhere where you could always be damn sure that they have the funds. And if people aren't buying from you at a high level from corporate, it means that you've not quite delivered on the value and the priority that they have at that time. So it's being smart. Yes. It's not necessarily about finding them. We can be a bit strategic about looking at our ideal client profile. Who are they? Are they someone that would access those kinds of funds? Because the other thing that we would need to look at here is, is how much of a priority is it for them?

(13:13):
Because there are a lot of people that want a lot of things in life. You ask somebody at any financial level whether they want to live in a mansion, everyone's going to say yes, but you know, financially some people that's going to be more viable for some people at a different stage than the people who aren't necessarily at the stage where they're financially stable. If you get what I mean. So we have to look at who are we targeting and what is a priority for them right now. I'll give you another example. Say for instance, I speak to people on calls all of the time and deciding whether the investing in my services is the right thing for them. We talked through the process and what that would involve in the seven or so forth.

(14:07):
And recently I've spoken to a few people that have not been the right fit, financially speaking. And when I say that I'm also talking in a mindset perspective, they might be too new to the process to feel comfortable investing at a higher level. It's too risky for them. So you also have to look at the mindset of the person that you're targeting. And it's different for different industry. But if you look at, for instance my industry where I'm be to be and I tend to work, like I said in a previous episode with businesses who have had clients and they're more stable, I still end up talking to people who are also just starting out as well. And things are a riskier for them at that stage. So we have to think about the mindset of people and where they're at and how willing they are to invest in the thing that you're selling.

(14:59):
Because it might not just be about you, it could also be about themselves and whether they feel that they've got what it takes to make what it is that you're selling work. So that can be across any industry that that applies across the board, not just for business, like business coaches that applies across the board for anybody selling any service. You have to look at the mindset of the particular ideal client that you want to serve. And maybe it's also about saying, Hey, am I targeting the wrong people? Otherwise you could be flogging a bit of a dead horse. You know, if you, if you're selling the wrong product to the wrong ideal client, it's about that alignment and that congruency and that perfect match between the person and the products. Does it work? Or the business and the product or whatever, whoever it is that you're, that you're selling to.

(15:50):
So be smart about it. Look at who it is you're serving. Think about where they could be hanging out. So for instance, corporates is, we just used as an example. They could it be all nicotine. So you're going to find those high paying clients are on LinkedIn. If you're, if you're helping professional women, again, they're gonna find them on LinkedIn. But botched back button, there's a big button. This, it sounds like I'm trying to push everyone over to LinkedIn and to working with businesses and corporates because professional women, because they've all got the money. At the end of the day, the bigger the problem or the bigger the ambition, the more people are willing to pay. So regardless of what I just said almost, and yes, we have to look at where people are at in their journey in life and financially and all of those types of things.

(16:41):
And we have to look at what's most important to look at, what is a priority for this person at the moment. Cause like I said, a lot of people would like to live in a mansion, but that might not be their first priority. Yes, that would be lovely. But right now I can't focus on going in a mansion because I'm having to deal with this other problem that's going on in my life right now that takes precedence over that. So as I said was everybody wants to achieve that goal. It's not necessarily everybody's immediate priority. So we have to look at those immediate priorities. And we have to be covered about agitation, which I've also talked about in a few different episodes around agitating that priority, agitating the impact of not taking action on that priority, agitating the impact of when they do take action on that priority because this is the effect that it's going to have on the rest of their life, their business, their finances, their mental health, their relationships and so and so forth.

(17:35):
So agitation is absolutely key to help them realize the extent of their problem or the extent of their ambition. Because a lot of people get gang caught up in all what problem we're solving as so and so forth. It really does panty the type of business that is solving a bleeding neck issue or either type of business that is helping someone build a bridge to something better. Is it a negative thing that's happening for somebody at the moment ?or actually is it just a real need to grow and move forward? And you have to decide which one of those it is in order to, to know where you need to be placing most prominence on, do you want to be paced place in the prominence on the bleeding neck issue because everyone needs to solve a problem. Absolutely.

(18:18):
But all should we be, if you were more of a build a bridge and helping someone achieve something wonderful, is it more of a prominence on, look, you can you want to do this, let's do this and help to motivate people to put prominence on the ambition and the outcome. We all, like I said, need to focus on both things, but which one are we going to have more of a prominent song? Which one are we going to lean more on? So that is how you find high paying clients. Yes, you can be smart about it. Yes, you can look at demographics. Yes, you can think about strategically about who you're, who you're helping. And where those people might be hanging out. But more importantly, it's recognizing that how much money people have is really none of our business because people will find money if they have to.

(19:05):
If they want to more to the point. It's always, you're focusing on those priorities and those big problems or these big ambitions and you're creating something of high value because then we move on to thinking about the other side of the coin, which is if you are in amongst these people, because you are that everywhere, high paying clients are everywhere. Again, you'd be smart about where to find them. But essentially people that are on LinkedIn are also on Facebook as well. There are people absolutely everywhere who are willing to pay good money for something. But what it is, is making sure that you're doing your part on your side of things to ensure that you can attract those people to you. So you want to ensure that your positioning within the market is spot on. That you are seen as somebody who is not necessarily luxury because that's immediately where people think they have to lean towards.

(20:08):
That's one way of doing it. It's also ensuring that you are a trusted go to expert that has solved this problem before that can absolutely help you get the result that you want, that you are a specialist helping people just like them. So it's really important to look at your own positioning and to also look at how you're articulating the value of that high ticket product that you're putting in front of them because you have to be charging high prices in order for high paying clients to be attracted to you because high paying clients want to pay businesses or people that are the expert, the specialists, and if you're charging prices that don't match that positioning level, people get suspicious. They they're savvy. They start thinking, well hang on a second. If they're only charging this amount, am I going to get what I asked for?

(21:09):
High paying clients don't want to gamble with their money. They want to ensure that they get the results that they need. So you need to think about your own positioning and pricing as part of that. Are you charging a high enough amount to be taken seriously at that level? And are you charging that kind of price? Is that to be taken as a serious go to expert in your field? It doesn't mean you can't also have low ticket offers as well, but you have to make sure that you are seen as that market leader, as a business that is unrivaled in the market. So make sure that you're doing your bit to ensure that you can attract those high paying clients. First stages is creating those high ticket products and making sure that you're charging the right prices. It's then making sure that those products and your messaging is all around helping whoever that ideal client might be with the big problem or with that big ambition that it's, that it's designed for specifically for them and that it's designed around those, one of those two things or both of those things.

(22:22):
Because if you can do that, that's going to pull people out of the woodwork, the people who are committed, the people who don't mind spending out because they know that they are going to do everything they possibly can to get the results. That's the kind of people that you want. You want people who are ready for change and and motivated or ambitious or who have had it with the problem they've had and they they want to get it solved and they don't want to mess about trying to half ass it or trying to do it themselves or trying to find the cheapest deal in order to try and maybe see if it gets done. Because if it doesn't know well, nevermind. You want people who are serious and high paying clients are serious buyers. So you have to be seen as a serious contender in the market to ensure that you can pull those high paying clients out of the woodwork and into your arena.

(23:16):
So I really hope that you enjoy this episode. I sat in the dead and again, if you'd like to chat to me around how to start creating these high ticket products, how to start making sure that your messaging hits the spots that you get. Clarity on that high paying ideal clients on where to find them, how to find them, and all the tips and tricks behind the scenes that do. Make sure that you book a call with me to discuss working together on that. The link is bit.ly/claritycallpodcast. It's been a pleasure speaking to you. Again, if you have any questions or you'd like to reach out and just chat by email, the email is jen@jen-hall.com. Great stuff guys. Really looking forward to speaking to you soon and I'll see you in the next episode.

Feb 05

Create a Simple Client Acquisition Strategy to Hit Your Next Financial Goal

By Jennifer Hall | Podcast

Positioning is so important but so is a plan! You need a clear actionable strategy to secure clients if you want to monetise your positioning in the market and in this episode I show you the simple client acquisition map that I take my own clients through.

In this episode we cover:-

  • The key areas you need to think about to secure ideal clients.
  • Why looking at your business model is critical to the sustainability of your business.
  • How to get in front of an audience who will actually buy from you.

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Convert prospects before they get on the phone
Jan 29

How to Convert Prospects BEFORE They Get On the Phone

By Jennifer Hall | Podcast

Wouldn’t it be great if you only spoke to prospects who WANTED to say YES to working with you? Well in this episode I show you five ways to convert perfect prospects into ideal clients with ease.

In this episode we cover:-

  • The type of value that actually converts prospects into clients instead of turning them into freebie hunters.
  • This particular cookie cutter approach that weakens your position with your prospects.
  • How to presuade your audience to only take calls with serious buyers.

Useful Links:-

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

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

(00:00):
Wouldn't it be great if we could talk to prospects who are already a yes. Well, in this episode I'm going to be showing you how to do exactly that.

(00:18):
Welcome to this episode of the Expert Unrivalled Podcast where I am showing you five ways that you can use to help position yourself as the one to say yes to before you even speak to your prospects. So how are you going to convert your clients before they get on the phone? So we have just finished up an epic week of the market domination challenge. So all the episodes are available guys. So if you didn't manage to catch it, it wasn't the right time for you, it's no problem because all of those challenge tasks and episodes are all available in the group on this podcast. So do you make sure you go and check out those last five episodes. And if after listening to this episode, you'd like to talk about how I can help you to really implement these steps and start to convert your prospects before you get on the phone.

(01:15):
So you only ever have to speak to ripe prospects who want to be clients. Then do you make sure you book a call with me using the link in the show notes, but that is bit.ly/claritycallpodcast. If you just had to that link, you can book a call straight in. We can have a no pressure chat to discuss how we might be able to work together to get this moving forward. So why are we doing this? Why are we trying to convert clients before they get on the phone? Well for me, I enjoy taking sales calls with the right prospects. For me it's about pre-qualifying and ensuring that I'm only speaking to serious people, serious buyers who don't necessarily force them into saying yes on the phone. They still might not be 100% converted. They might need to have some reassurance.

(02:11):
They might not always be the best fit either for you. So this isn't about saying they're going to be 100% converted. But what you do want to do is speak to people who are serious about buying from you. Because something that I got really sick of in the early stages. My business was having loads and loads of calls with people who were brain picking with people who wanted to be convinced on the call or who were kind of serial coach shoppers having millions of calls with various different people. I'm not really making ever making a decision or really just getting lukewarm people who went away going, Julie, what? I'm going to have to think about it. And they ghosted me. I got really sick and tired of having those experiences, which I'm sure if you've experienced them, you are too.

(02:58):
So finding ways of being able to prime my prospects before they get on the phone was key to me. Ensuring that I was only speaking to people who were serious about working with me and who were already it as much as they possibly could be already. Yes, they'd already fallen in love with the way I do things. They'd already had these epiphany moments with me where they're like, Oh gosh, yes, that makes total sense. I really need what she's delivering. And I'm really interested in finding out about it. That's the kind of person that I wanted to speak to, but something that's really important that I want to kind of share a message from my incredible sales coach, Jessica Lorimer, is that you can't take sales completely out of the process and convert people without having kind of the straightforward interaction with them.

(03:56):
The best way to really get people to buy into something is by having that conversation with them, by getting on the phone is one of the best ways you can do that. So I don't want to say that you need to be avoiding calls at all costs because I genuinely believe you're going to get better traction in your business if you take them. But it's about taking them with the right people who you don't have to convince because that's the worst position you could be in is on the call. And you're trying to convince them that your way is the best way and that you're the best choice. You really want to be positioning yourself as the best choice before they get on the phone. So really the call is more about making a decision dotting the I's, crossing the T's and getting their last minute questions answered and really overcoming any of those last minute objections that they might have.

(04:47):
And in this next part of the podcast, I'm going to be taking you through a few ways in which you can start to do that, to find ways to position yourself before they get on the call so that they are already the majority of the way there to choosing you as the one to work with. So then number one is making sure that all your social media accounts, your website or your profiles are all up to date and primed with your killer marketing message that will get them exactly what they're after. And this is the thing, consistency on this is really important. So if one place it's weakened in the next or if one place they're seeing a completely different view, a different version, doing a different thing is going to be quite confusing. So my big suggestion is is to ensure that your profiles are consistent across the board as much as you possibly can.

(05:42):
If you're serving two different markets, then you want to try and isolate those two different markets to the various different platforms. But the ideal situation is that you are targeted in on one particular market and that your social media profiles are all consistent across the board delivering the same message because the more you can do that, the more you're going to become known and the, the more you're going to really imprint yourself in the minds of your market that you are the person to work with. And obviously we've talked quite a lot on this podcast so far about messaging. So do you make sure you go check out the other episodes because it's really important to have that micro-niche message, that powerful message. And one thing that I'm not a a big fan of is the I help so and so do X, Y and sad.

(06:33):
And the reason I'm not a big fan of that, and by this you, you almost already knowing what I'm talking about here and that's kind of like your LinkedIn profile is because it's fine to do that exercise for yourself. We're going to get all of my clients to do that. It's really important that you get that cracked. Because if you, if you can't say those things, then you really don't have clarity on who it is you serve and what you do. But it seems great to create those for yourselves. But in terms of then putting that on your LinkedIn header or anything else, it's really weak. And the reason why I say it's really weak is this beginning part of the I help, it's just very cookie cutter and that's what I don't like producing. That's what I don't like to see is the same, same as everybody else.

(07:19):
I like to see something that is strong, that is individual and unique, still very important to keep it simple and understandable. And to the point of removing all of the fluff. But this, I helped so and so it really lacks strength. You want to have that power behind it, the fact that you deliver those results. So for me it's, I position scrap out the help. I don't help people position themselves, I position entrepreneurs. I, it's not something I help with. I actually do it. And so that's how I want you to come across in your positioning statements. I want them to be really, really confident. And the other thing is you can obviously ramp up your positioning statements to be an, obviously it has to be true. So we can't just be making these up, but you, if you can, for instance our adventure travel company that we run ever track, we are known as the UK is number one, every space cab specialist because we are like, that's that, that's the truth of the matter.

(08:27):
So we're very confident about that and we put that positioning statement all over everywhere we possibly can on our blogs, on our website and other places. So uniquely have the UK leading authority. Even if you can't say the UKs or the world's leading whatever, even just being a specialist is also great for positioning as well as being a specialist or an expert, they'd be really would be really confident in your copy. Get rid of the wishy washy. I help. You might possibly, all of those kinds of words really weaken your strength behind the message that you're trying to put out there. People need to know that you're the go to person and that you have unshakable confidence in what you deliver. And to do that we have to be strong in our messaging and have that consistency of the message across all of the different platforms.

(09:19):
Okay. So the second thing is educating your market or your prospects on your new solution and why they need it. So you might have heard, we talk about a new solution before. A new solution is something that they've not heard of before. So it doesn't matter if it is a new solution or not technically speaking, it has to be new to your market. So for instance, let me give you an example of why it doesn't technically have to be new in its entirety. So I worked with an incredible guy who's now become a very good friend of mine, David Williams, and he is an international education consultant. He basically goes into independent schools and he helps people to sorry, helps this, the school owners to ensure that they get enough business through the door, enough bums on seats and so and so forth.

(10:13):
And a lot of the things that he's showing them are very entrepreneurial and so to entrepreneurs and people like me, it's not new. The idea isn't new at all. These are things, these are classic ways of, of helping people get, get those results because they're in the education and in the school arena, it's totally new to them. They've never heard of these things before, so it's a new solution to them. So don't get yourself caught up and trying to create a totally new idea because they don't exist. Start thinking about what has your market, what is, what does the individuals in your market, what are they missing? And that was one of the challenge episode tasks that we did last week. But what are they missing? What are they not getting that if they knew that would actually get them part of the way or make a big leap in progress or whatever.

(10:59):
What's the key to their success that they're not seeing? And then you can create that key to success with your spin on it and give it a completely unique name and make it completely yours and create this amazing intellectual property. Now I spoke about this before. Intellectual property really helps to position you as somebody to listen to. So make sure that you are creating that new solution, that you are making it yours and you are creating and building it as an asset. Making it tangible. Because that's the thing with a service based business. Our challenges to make things tangible all the time. And that's what we need to do. We need to put it, make, create it into a product so that we can give to somebody is a little gift. And that the only way they're going to get ahold of that is in obviously your programs.

(11:43):
So make sure that you're doing these things, that you are creating that intellectual property and that you're educating your market on those things because it really does position you as an expert and it's this kind of value that will stick in their minds. A lot of people try and give value in the form of helping them go from a to Zed and at the end of the day what you don't want to be doing is delivering your program in small sections constantly. All of the time. There is absolutely a place for it and I don't think we should not be doing it at all, but we shouldn't be doing that all of the time. The biggest value that's going to convert the best as well is going to be around educating them on where they've been going wrong and how they can start to take more positive action.

(12:27):
And if they want help taking that action, you provide this particular new solution that solves that problem. And here it is. Inside of my programs, this is how I serve my clients. By the way, that's a really great way if you're networking and you don't want to sound sleazy and be salesy and pushy but that could be network, it could be a Facebook group. Wherever we is that that line, this is how I help my clients. It immediately positions you is Oh, they have clients. I know it sounds, it's a very, it's a very low level positioning, but it still positions you as somebody who has clients who's helping others just like them. And it does position you as, as an expert and it puts you in their minds as somebody to consider. So that's the kind of the first wrong, just a little sidestep there.

(13:15):
This is one of the main points of this podcast. But just bear that in mind. It's always a useful line. This is how I help my clients then then move on. Or what I always say to my clients is that dah, dah, dah, dah. It is a great one to use. So any who make sure that you are educating people, make sure that you are out there and showing people how they can do it better, how they can make a change because that is a value that's going to stick in their minds. It's going to be that apifany moment where they suddenly go, Oh my gosh, yes, you are so light. And it's those moments that have the biggest breakthroughs for people and that really makes you stand out somebody to listen to and that somebody has helped them make that mind shift.

(14:02):
That's what you're hoping for, to create people. It's not necessarily practical steps that they can tick off a list, but actually making a critical mind shift that kind of glow in more obvious terms, blows their mind. Do that. Oh my God. Yes. That's the thing. If we can get that reaction, that's really going to hold you in good stead for them to be, converted before they get on the phone with you. Cause they're going to be that, Oh, she holds the answer that he holds the answer, they hold the answer to what I need. So the next thing that, or that's on my list of things to help you start converting clients before they getting on the phone is actually finding a place to nurture and build relationships. As we know, sales always happen by building relationships.

(14:48):
So we need to find a place to do that. So here are a few examples of some different places in which you can start to build relationships. That's something that I used to do. The very early stages of my business was actually creating a community, creating a Facebook group where I could interact with my ideal client. Now since then, my ideal client is kind of changed slightly. So it means that why do client don't really hang out in many groups anymore. The landscape has changed. The market has changed. And my ideal client is different and so therefore I don't do this as much anymore. I still do it. Because when I'm running a challenge or something like that, I use Facebook groups and things to kind of host them in and all of that kind of stuff. My ideal client tends to prefer this platform, a podcast platform because they're busy people.

(15:38):
They're already running businesses, they've got busy lives, they might have kids and so on and so forth. And actually listening on the go is better for them. And this is a better way for them to build a relationship with me. Whether that's sending me an email, by the way, please do love hearing from you guys. Janet, Jen hyphen hold.com. I said that right Jen at I haven't called.com. Yes. she sent me an email. I love hearing from you guys, but that's how they like to interact with me is how you like to interact with me. You like listening on the go. You like to email me if you want to speak to me as some of you will say, pop over into the group and talk to me there. So that they, there was a slight crossover but there was definitely a preference to being able to have more convenient content.

(16:19):
And this does build relationships because at the end of the day, I've kind of feel like I'm chatting to you right now. I feel like I'm in your car with you when you're driving along or when your dog walk and so and so forth. It's an informal chat that's valuable to you. So that's one way of helping to nurture and build a relationship is on a podcast, even though it's more of a one way solution. Groups are Oh great. If you have the right kind of audio client who does interact inside of groups, say for instance, in my, in our other business, in the adventure travel business we have a very, very, very successful Facebook group. If people are joining it constantly I think we might even be coming up to a couple of thousand now. And it's active.

(17:08):
We don't hardly have to say anything in there. People are chatting amongst themselves. It's a great community. And they take true value from it and it's a great way for us to really be speak to them on a person to person level. So, in invite industry and invite business, a Facebook group is still going strong. For me it wasn't any more cause like I said, I pivoted what I was doing and working with business owners who are slightly further along the newbies, you have more time on their hands. Another really great way to find a place to nurture and to build a relationship is actually at events. Now that's in a few different ways. That could be the fact that you're hosting your own event. So people can come and meet you in person at your event.

(17:56):
It could be that you're speaking on someone else's stage, massively positions you as a, as an expert in your field. And as someone to listen to. And again, the networking experiences that surround that. I've got so many high paying clients from [inaudible], from speaking on other people's stages. It's a great way to do it because they feel like they get to know you. They can then speak to me afterwards and it really builds trust because this podcast is great, the Facebook group is great, but actually meeting somebody really helps to build that trust element that you need in order to help some people buy from you. So if you can get in front of people in person, please do. It's a great way or even going to events and networking at the events as well. Slightly less effective than the first two hosting and actually speaking, but it's still a very good way to start building those relationships.

(18:46):
Then of course you've got DMS personal messages. Linkedin is a great place to do this. Taking people off of the comments cause obviously you could interact with people on social media to a point in the comments and build relationships there. But again, having that one on one conversation is great. The best place to do that is places like Instagram or linked in Facebook less so cause people get stranger danger on there. But I know plenty of people who still make sales on Facebook messenger. I personally find it a little bit icky, but there we go. So anyway, those are some different ways in which you can actually do that. Obviously as well. You've got email a little bit like podcasts and I would probably say it can still feel very distant. So if you're using email as one of the places that you're nurturing to build relationships, make sure you're making them as personalized and as informal and chatted as you possibly can.

(19:39):
You still want to position yourself as an expert, but you don't want to make them sound too stuffy that they know that you're kind of, that it feels like they're talking to the world. They want to feel like you're talking to them. So whenever you're doing this, make sure that again, you were writing your emails, speaking to one individual in mind and that will really help to create that more friendly environment. Bring down that fourth wall. The next thing, the fourth thing is overcoming objections. So I'm going to be doing more podcast episodes probably around this side of things, but this is something that I focus on a lot with clients and that is creating content around overcoming those objections. So helping people around their own objections around their own ability. So is this possible for me? I'm not sure I can do it.

(20:27):
I don't have X, Y, and Zed. So it was building people's confidence that actually they can do it and it is possible for them. And using things like case studies and things like that to show them that people just like them or getting those results and it's not something that is impossible and so on and so forth. Then you've obviously got the kind of objections, perhaps it's around investing in help versus doing it themselves. You can create content like that. You've got content around timing. So this is the right time for me. And in our last campaign on ever track, we put out a campaign just before Christmas and a lot of the objections around that when it's Christmas time. So a way of overcoming that was explaining that they could actually ask for their trip deposit, which wasn't a particularly big amounts as a Christmas present.

(21:19):
So we were looking at different ways to help them overcome the objection that they were having about it. So it's about thinking about those objections and why people, you're not even just who say no to you. Like you have to consider that. So you have to think about all the calls that you have taken and the kind of objections and reasons that they've come up with on those calls as to why they said no to you. If you can create content around each of those objections before they get on the call, then they're going to be more likely to say yes. So if we can overcome as many of those as possible by putting this kind of content in front of them, whether that be in on your email, whether that be in your community, whether it be on your podcast and so on and so forth, wherever it is that you're interacting with your market, if we can put that in front of them, first of all, before they get on the call, it's going to make your life a lot easier.

(22:08):
When it comes to getting a yes on the actual phone. So overcoming objections with content is one of the best ways that you can help to get a yes on the phone. Now the last thing is around building urgency. So I'm going to talk you through five ways that you can actually do this. So first off it is agitating. So something I like to do with my clients, which I've talked about in other podcasts at SAIS, is agitating the problem or agitating the aspiration or ambition to do whatever it is that they want to do. And that means rubbing salt in the wound, poking the Badger or poking the bear, whatever you want to call it. And it means making sure that they are fully aware of the impact of their problem or the ambition that they have. So that could, that also feeds in to my second way, which is actually using consequences.

(23:06):
So we can use this in combination. So not only can we rub salt in the wound, we can also look at consequences. So should you choose to take action, you will get this positive consequence. So this will be the outcome and the impact of that consequence should you choose to do nothing. And this is where you can really start to agitate the problem. We can start to see how it really feeds into not doing anything. May see them in the same place this time next year. Or it can look, the problem could get worse and you really need to really outline the detail on that. How is that impacting them right now? How does that impact their relationships? How does it impact their finances? That mental health on the real true full impact of of what's going on for them. So agitating and using those consequences is a great way to build urgency and put people into that action mindset of needing to do something and actually making a choice because that's what we need people to do.

(24:07):
We need to build urgency to help them make a decision before they get on a call with you. Now, some other great ways to do this is I'm using a deadline. This is really important. Deadlines is huge. You want to put a deadline on as many things as you possibly can when it comes to helping people make a decision. Because until you say, here's the ultimatum, here's this state until this runs out, then people tend to stay in a, or I'll think about it tomorrow. Mindset. You want people to think about it right now and to make a quick decision. So putting a deadline on something, putting a time limit on it can really help to do that. The amount of times I've run campaigns and people have jumped in and literally within the last couple of minutes of the deadline is unbelievable. I'm one of these people, I need a deadline.

(24:57):
I don't know about you. But I'm somebody, I'm one of these people that jump in at the last second. So use deadlines wherever you possibly can. And it's not necessarily about building false scarcity because this is yet another way. You can build scarcity around a deadline about saying this offer ends and you have to be strict with that. You have to sort of, you're putting like for instance, early bird deadlines in to say if you want to take action and if you want to work with me to achieveX , Y, and Zed results and for instance, it's another way of doing it could be by offering a bonus, you have to be strict with your deadlines and does the scarce you that you do because you don't want to disrespect the people that have actually gone ahead and taken the action before the deadline has ended.

(25:42):
If you start moving the goalpost, it's really disrespectful and people start to get their backs up. So make sure that you don't, you're not providing full scarcity, but you're actually letting them know about the realistic situation. So another way to build scarcity is to look at, say, okay, there's X amount number of spots or availability that you have and whether that be in your calendar. And some people go, well everyone has all the time in the world, so it is false guessed. He will know it's not. Because if you look at my calendar, my calendar isn't necessarily open for calls every day, all week. I have other things I have to do. Not only do I have a personal life are you also have to make sure that I dedicate time specifically to certain activities to make sure that my business runs. And that means that there's time blocks are scheduled out.

(26:26):
So there is only a certain amount of availability and I will be starting these spots at a certain date. So build, be organized and actually be by being organized in your diary can actually really help you to create those realistic and very genuine deadlines. And you know, number of spots. Yeah, be realistic about it. I want all the clients we know that's not possible. It's not physically possible for you to take on that number of clients. So how many can you take for that specific product? And what's feasible for you, how many calls, how many sales calls are feasible for you to take this week and so and so forth. So be realistic, be genuine about it. But do you use scarcity? Do you use deadlines? Cause they really absolutely do help. And the last little tidbit I'll give you is offering bonuses, you know, incentivize people to get on the course and you don't want to be too frivolous with your bonuses because you don't want people on calls with you who aren't buyers but are just on the call because they want to get hold of the juicy bonus.

(27:23):
Make sure that it's something that's going to incentivize and to get on. But they're very aware that you only want people who are been pre qualified and who are genuinely wanting to work with you. So there's a nice balance to be had with the bonuses. So do take care when offering that. But at the same time it could also work really, really well. So they have the go. There are my best tips to give you on building urgency on converting people on the whole before they get on the call with you to make sure that they're primed and ready to buy from you. And like I said, if you want to have a call with me to discuss how we could work together to help build actual strategies and implement some of these things into how you work, then do make sure you book a call with me at bit.ly/claritycallpodcast. And as always, if you've enjoyed the show, we have any feedback or any questions, please do pop me an email at Jenn@Jenn-hall.com and I'm really looking forward to seeing you guys in the next episode.

Jan 24

Building a Mindset for Market Leadership – Challenge Day Five

By Jennifer Hall | Podcast

Shouting about being the best can feel icky and can feel hard particularly when those pesky doubts creep in. Your business success relies on your resilience to bounce back and move forward in the face of adversity & failure. Believe it to Achieve It.

In this episode we cover:-

  • Greeting failure like a friend and turning it into success.
  • The assumptions you make about prospects that puts you in convince mode instead of the proud market leader you want to be.
  • How to move from claiming you’re the best to BEING the best.
  • How to feel completely confident in your abilities and that you ARE the best option for your ideal clients. Confidence is attractive!

Useful Links:-

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Jan 23

Positioning Yourself as THE Market Leader & First Choice – Challenge Day Four

By Jennifer Hall | Podcast

Time to become In-Credible! To dominate your market, positioning yourself as the number one choice and THE market leader is essential. We have to be seen as a credible expert that specialises in helping people ‘just like them’. In this episode we talk about what you can do in 2020 to position your business as the go-to obvious choice.

We cover:-

  • The things that you should already be doing on a regular basis to build your credibility and presence in the market.
  • Five things that will sky-rocket your credibility & positioning in one fell swoop.
  • The ONE thing that every coach, expert & service based business needs to do to stand out above the competition in 2020 or face getting left behind.

Useful Links:-

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

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

grow your audience
Jan 22

Growing Your Audience & Connecting with Your Ideal Clients – Challenge Day Three

By Jennifer Hall | Podcast

To become a Market Leader & Dominate Your Market you need to be the pied piper using a message that grows your audience with the ‘right’ people and helps them step up to take action to solve their problem with you. To do this, crafting a meaningful message that captivates is essential.

You’re not just here to make money, you’re here to impact peoples lives, this means connecting & reaching as many of your ‘people’ as you can.

In this episode we talk about:-

  • How to meaningfully connect with your perfect people to grow your following, change lives AND make money.
  • The power of telling truth about consequences to motivate action taking prospects.
  • The ONE question that will create a powerful message AND a powerful movement.

Useful Links:-

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

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Getting the attention of your market and ideal clients
Jan 21

Getting Your Market to ‘Listen Up’ – Challenge Day Two

By Jennifer Hall | Podcast

Do you feel like you’re talking to a chair leg when you’re posting content or writing emails? Do you feel like getting sales or discovery calls is like drawing blood from a stone? In this episode we talk about how can start gaining the attention of your market & industry as someone to seriously pay attention to.

In this episode we cover:-

  • How to be a breath of fresh air to a market that is sick of hearing the same same.
  • Why we have a responsibility to clean after those have burned the fingers of those who are in our market.
  • How providing the missing link for your prospects is the best way to build trust, gain their attention for the right reasons and convert to clients with ease.

Useful Links:-

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

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Jan 20

Simplify Your Marketing Strategy for a Powerful Impact – Challenge Day One

By Jennifer Hall | Podcast

Marketing has become overcomplicated & overwhelming yet what’s produced doesn’t always hit the mark. It’s time to simplify your marketing message and strategy to create a potent marketing campaign that generates eager leads & converts ideal clients.

In the first of a five part mini series for the 2020 Vision for Market Domination challenge we cover:-

  • How to simplify your marketing message for a powerful impact.
  • How to streamline your marketing efforts to save time and stay visible.
  • How to define the problem you solve so you can easily attract your ideal clients.

Useful Links:-

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

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Write a best selling book
Jan 15

How to Write a Book in Two Weekends

By Jennifer Hall | Podcast

Thinking about writing a book to position your business? This is how I wrote my best selling book in just two weekends.

Writing a book is one of the best ways to position you as an expert in your field. It really is a wow factor and a great way to gain speaking opportunities, podcast interviews and industry attention. Not to mention a powerful lead magnet.

In this episode we cover:

  • The prep & steps I undertook to be able to write a book in just two weekends.
  • The best time to write a book so you don’t end up waiting forever to be an author.
  • Why I booked, paid and sold tickets for my book launch at The Ritz before I wrote a single word.
  • How to come with a groundbreaking book idea that will shake up the industry and convert ideal clients with ease.

Links mentioned in the episode:- 

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

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Special Mentions

Jeff Goins

Chris Duckers’ Youpreneur

 

Dec 25

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

By Jennifer Hall | Podcast

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

In this episode we cover:-

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

Links mentioned in the episode:

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

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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