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62. Why Your Messaging Is Repelling Customers

If you are like most entrepreneurs you work hard to attract new customers.

But, you could be losing them before you even have a first phone call.  But how? Your messaging.

Clear messaging will make or break your business.  If people don’t understand how you can help them, they will be off and distracted by the next best thing.  Which is why this week in Episode 62 I share with you the best of the best messaging tips that I have used with my clients to increase their businesses up to 4xs in as little as six months.  Listen to the entire episode for the full skinny on what to implement right away to attract more leads and customers here.  I also mention the power of using StoryBrand in your messaging.  You can grab that awesome MUST read book here.  

Create compelling messaging in 5 EASY steps:

1. Focus on your customer’s problem, not your solution.

My goal in this episode is to keep it real about messaging.  The clearer you can make yours, the better.  That clarity comes when your customer stops in their tracks to pay attention to you.  How do you make that happen? You talk about their problem and you keep talking about it.  People aren’t looking for a laundry list of solutions, what they really want is someone to make that huge pain in their behind goes away. The minute you stop talking about their problem, you will lose their attention and they will be off to find someone who gets them. More on that here.

2.  Don’t get too wrapped in the negatives.

So this one is double-sided.  If you mentally focus on the negative in a situation, you will energetically attract more of that negative (more on that in an upcoming episode). Additionally, if you focus too long on the negative results of your customer’s problem, they will get stuck there and won’t be able to see a solution to the problem regardless of who is providing the solution.  I give a great play by play example in the episode, give it a listen here.

3.  Spell out the results your customers get when they work with you.
I swear as entrepreneurs we sometimes think people are psychic. I have visited so many websites that go on and on about products, but there are no results.  No one is telling me what I will actually get if I hire them, coach with them, train with them, or buy from them. Don’t be that guy/gal.  Start with the results.  Remember people have a problem, they need a solution, but what they want is to know if it really works.  Often I will hear the phrase “they don’t have the money, or they won’t spend the money.” I’m here to tell you it is almost NEVER about the money.  It is about the trust they have that you will fix their problem. If you can show them the results, the end game, the money objection goes away.  This comes from clarity.

4.  Call them to action (for Pete’s sake).

You’ve heard me say it before, 70% of websites have no call to action.  Again, your leads are not psychic.  You need to give them bread crumbs to follow to get them to the next step.  What do you want them to do? Typically there is either no call to action in marketing or it is so hidden it would take a CIA agent to find it.  Make it simple, spell it out and give them a call to action.  You will see bigger results faster and then you can come and tell me about them over on the Facebook page.

5.  Don’t spend too much time talking about your products and solutions and every variation you offer.

Simple solutions sell especially if they address the problem.  I give you a great example that I just went through my son in Episode 62, check it out here. The simpler you can make your solution the better and most importantly be the guide to help your prospect realize they need a solution and oh, by the way, I happen to have exactly what you need.  You can get it here.  When you become a guide instead of a pusher of sizes, colors, and other options, you will see greater success faster.

Lastly, I gave you 3 excellent questions to get you started in the episode, here they are:

Grab a journal and answer these questions.  They will give you a quick and detailed account of where you need to focus some research time and create some clear messaging to grab the attention of those people you most want to work with.

1. Who does your ideal client become after they work with you?

Think about people you have worked with, in the past.  Where were they before they worked with you, where are they now? If you don’t know the answer, you have some homework to do.

2. What do their friends say about them now (after their transformation because they worked with you)?

Asking your clients this simple question will give you volumes of insight and wording to use for your next video, blog post, website content or marketing piece.

3. What does success look like for your ideal client? 

This is a question we don’t always ask, but instead assume we already know the answer.  When you ask current or potential clients this specific question the answer will be more in alignment with what they are wanting to find in all of your marketing.

If you want to work on your own StoryBrand messaging, I can help you with that as a certified guide. You can book a free 30-minute consultation here.

What did you learn from this episode? 

Come and tell me on the Facebook Page where I talk all things online business growth, specifically sales funnels, branding and WordPress.

Listen to the entire episode here:

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