Latest / Ambitious Podcast / EP. 44: From Strategy to Execution: The Elevation Content Model for Effective Content Marketing

Transcript

EP. 44: From Strategy to Execution: The Elevation Content Model for Effective Content Marketing · Ambitious Podcast

0:08
Hello and welcome back to Ambitious.
0:11
I am pumped for today's topic and I want to give you a little
0:14
preview as to why I decided that I wanted to talk about this and
0:18
kind of how this concept or this topic came to be.
0:23
A little bit of a rewind over the last couple events that I
0:26
have been asked to speak at. I have been speaking about this
0:29
topic at basically every single event.
0:32
And so with this, I had talked to a lot of people at different
0:36
stages of businesses. So again, people who were like
0:38
hitting their first six figures, I helped people to integrate
0:42
this who were seven figures all the way up to multiple seven who
0:44
were looking and thinking I have some of these pieces of this
0:47
framework that I have never integrated and I really want to
0:49
know how to do so. So I'm going to teach a model
0:54
that I've been teaching at a couple different events.
0:56
And if there was ever an episode that I would give you some
0:59
feedback on as to get a piece of paper and pen because you're
1:02
going to need it. Today's episode is one of those
1:05
topics. And so today we're going to be
1:07
going over what you will hear me talk at events about.
1:10
We also talk about in our program and we've talked about
1:12
we actually have a freebie that we have as like a training
1:16
overview of this as well. And this is really in multiple
1:18
different areas of our business. So something that I talk about
1:21
all day every day. And if you can guess the topic,
1:24
we're talking content today, we're talking marketing and
1:26
messaging. And the model I'm going to be
1:28
going through today is what we call our elevation content model
1:32
or elevation marketing model. And this kind of came to be as a
1:35
little bit of a rewind. So obviously, if you know me,
1:38
you know with my journey that I have been making content as the
1:41
main way to generate clients for the last several years in my
1:44
business. So I really have never done paid
1:47
advertising. I've never really used any other
1:50
technique. I very much was somebody who
1:52
loved the idea of traction marketing.
1:53
I loved the idea of me posting it resonating with people and
1:57
then because it resonated them reaching out to me to say, hey,
1:59
how can I work with you? And so when we started to scale
2:02
our business, we started to look at well, like how can we
2:05
constantly develop what is content and the sense of like,
2:09
what is, you know, not just inspiration, education and all
2:13
the classic things were taught when we first started business,
2:15
but how can we really refine this to be truly a brand
2:20
building community, nurturing sales generating machine.
2:25
And so this is a model that really has been in the works
2:28
over the last several years, kind of taking shape with a lot
2:31
of the testing and a lot of the things that we've been
2:32
integrating. And I have to give credit where
2:34
credit is due because my coach George, that I had hired was
2:39
somebody who taught me some of the pieces we're going to be
2:42
teaching today. We basically had my model that
2:44
I'd been working on for years of kind of like the way that I was
2:47
doing things and the way that I was generating clients.
2:49
And then when him and I started working together, I started to
2:51
realize there was pieces of the brand and building a movement
2:55
and building a community aspect that he taught.
2:57
And I thought, well, what if these two models had basically
3:00
like a baby and they came together and were able to create
3:04
kind of like a hybrid that was not helping to generate new
3:08
attention, nurture an audience, convert them, but also
3:11
simultaneously was building brand and building community.
3:14
And so basically the two of us started to workshop together and
3:17
I was like, I think we should make this a combo model.
3:19
Here's kind of what I'm thinking.
3:20
And he was like 100% like, go teach it.
3:22
So I have taught this at his events.
3:24
I just got actually back from teaching his event in Montana,
3:28
teaching the specific model that I'm going to run you through
3:29
today. And so this model is in
3:32
sequential order. So this is actually a a leveled
3:35
system. So what I mean by that is as I
3:38
go through the different phases of this model, this is something
3:41
you're going to want to master phase one before you ever go to
3:43
phase two, before you ever go to phase three.
3:45
So this is not for all of the those eager Beavers.
3:48
This is not something you're going to want to skip ahead on
3:51
because really the lower fundamental starting points are
3:54
what you build on. And so if you don't have those,
3:57
the model basically becomes ineffective.
4:00
It's not something that will actually end up working or
4:03
executing the way that you want to get the results you're
4:04
looking for. So without further ado, let's
4:07
get into the elevation marketing model.
4:09
So little context to this, I think that the the thing that
4:13
I've seen with all the clients that I've worked with, with all
4:15
the businesses that I have been inside of between service based
4:18
businesses, agencies, consulting businesses, coaching businesses,
4:22
you name it. So many different businesses
4:25
have used this model and we've seen a complete range of amazing
4:29
results within that, right. And so this is something that I
4:32
will say before I ever teach something, I always am sure to
4:36
basically have data to back up the fact that it does work, that
4:40
it is effective and then I can get the results that I want it
4:43
to before I ever obviously bring this to the masses, hence to
4:45
you. And so I have tested this
4:47
throughout different industries, it's wildly effective.
4:50
And with this, this really again was filling a gap that I saw
4:54
because I think that there's so much disjointed strategy in
4:58
business, right? We've got things that are
4:59
really, really good for maybe building brand, but then we're
5:02
like, but then that's not building sales for me or we feel
5:05
like it's building sales, but then you're like, it's all sell,
5:07
sell, sell. And there's not really any like,
5:09
you know, nurturing when it comes to my marketing.
5:11
So we saw so many gaps that we were realizing like, OK, like it
5:15
always felt like you had to choose.
5:16
You had to choose to build brands, choose to generate leads
5:18
or choose to generate sales. And so the, the thought process
5:22
is all entrepreneurs want to know is can't we have it all?
5:24
And so we can when it comes to this model and how we're going
5:27
to be talking about this today. So let's go into phase one,
5:30
phase one of the elevation content model.
5:32
And kind of if you want to think about this like a visual for all
5:34
my visual learners, this is very much going to be basically like
5:38
a pyramid. OK.
5:39
So that's how I want you to think about these phases because
5:41
it all leads toward the endpoint, which is the post or
5:44
the marketing that you're going to release to the world on any
5:46
given social media platform. And that is something that I
5:48
will say, I want to preface with this model.
5:51
This model is not something that's specific to a platform.
5:54
So this can be done. We have tested this with
5:56
podcasts, we've tested this with Instagram, TikTok, LinkedIn,
5:59
like you name it. We have tried this with every
6:02
single type of platform and it works.
6:04
So stage one, Phase 1 is going to be really getting
6:07
understanding of what your brand pillars are.
6:10
And so the brand pillars, there's a lot of this term
6:13
that's, you know, thrown out basically in the online world,
6:15
in context, online business, you know, what is a brand pillar?
6:18
Where is it effective? Where is it necessary?
6:21
How is it influential? And the basis of how I'm talking
6:25
about it in the context of today is that I think you really got
6:29
to get clarity of what the core things are that you talk about
6:32
in your brand and in your marketing and messaging
6:35
consistently. The thing that I I've seen so
6:38
many businesses struggle with is often times like the key.
6:41
I talk about so many things. I can help clients with so many
6:44
things and I want to talk about all of it in my marketing.
6:46
And there is, I understand the first of all the mindset of that
6:51
because even for myself working with clients, I work with them
6:54
in legal and finance and marketing and sales offer
6:56
product suite systems, OPS, like there's just genuinely so many
7:00
things that we support with. However, if you don't have
7:04
consistency in your message, you don't have consistent nurturing
7:08
of people who want that message. So the way that I explains to
7:11
people is kind of like a flavor. OK, so let's just say your
7:14
favorite flavor is vanilla. Maybe you like strawberry, maybe
7:17
you like chocolate. At the end of the day, you're
7:19
going to come back for that flavor of the thing that you're
7:22
looking for again and again and again and again.
7:25
So if you're constantly changing the flavors, you know, one day
7:28
it's chocolate, then it's strawberry, then it's vanilla,
7:29
then it's caramel, then it's coffee.
7:31
You feel like I don't. I don't know when I'm going to
7:33
get the flavor of what I'm looking for.
7:35
And therefore it's going to keep me from not coming back again
7:39
and again because it's not having what I'm looking for.
7:41
I'm looking for chocolate. If I only get chocolate, who
7:44
knows when? And it's kind of like a random
7:46
periodic thing that's kind of a surprise and there's no
7:48
consistency to it. Then that tells me that I may
7:52
not come back time and time again, which ultimately is
7:54
something obviously that we know is going to impact not only the
7:57
amount of people consuming your content, but obviously the
8:00
people who get nurtured and then also buy from it as well.
8:02
So the essence of phase one in the brand pillars is really to
8:05
help us to get consistency. And so as an example for my
8:08
business, I in our brand buckets, typically by the way,
8:13
you want to have about 3 to 5 core topics, areas that you talk
8:17
about within your marketing, within your messaging.
8:19
And so for us, we basically have marketing sales offers and
8:23
product suite team. And then another one of our our
8:25
buckets is personal, which is like the CEO or slash me as the
8:29
CEO. So I either will talk about
8:31
myself or I'll talk about things that people will want to know if
8:34
they are somebody who is wanting to develop themselves as a
8:37
person to become the CEO, they need to have the business that
8:39
they want. And so the thing that I will say
8:43
is that I think that there's also a main take away I need you
8:47
to remember when you're picking what these three to five things
8:49
are for your business, these are things that your audience
8:54
resonates with, not just things you want to talk about.
8:58
And this is where we get in that kind of, you know, fun space of
9:02
market, what they want, not what they need.
9:04
And so I want to give you a little story around this because
9:07
you know, for my business, when I first started marketing, I
9:10
again, in our programs, we still to this day do leadership and
9:13
legal and systems and OPS and so many different things.
9:16
But what I came to discover was that legal and finance and
9:21
leadership were three buckets that my audience when I put it
9:25
in my front facing marketing was not resonating with.
9:28
We weren't getting a lot of bites on this.
9:29
We weren't getting a lot of activation from our audience on
9:31
that. And So what we came to realize
9:34
basically was the fact that that was something that while we did
9:36
it inside the offer didn't necessarily need to be marketed
9:39
because because it wasn't the reason that they were wanting to
9:41
buy, even though there was, you know, P and LS or something that
9:44
I look at with businesses, we look at their legal, we look at
9:47
how they can develop as a leader.
9:48
All of those things are things that we dive into in coaching
9:52
and we still do today. We don't market them
9:54
aggressively and we might mention it in the sense of the
9:57
supports we have in our program, but we don't market it because
9:59
it's not what they're searching for.
10:02
Even though they might need it once they're in our program,
10:04
it's not what they're searching for.
10:06
And this is the thing that I think is an important reminder
10:09
is that the awareness level of the people that are inside of
10:12
your program is very different than the awareness level of the
10:15
people that are consuming your marketing.
10:17
When someone comes into your world, into your service, into
10:19
your coaching, they are somebody that has an awareness level of
10:23
their problem and is basically able to see their problem from a
10:28
different set of lenses and therefore sees it in a different
10:31
way. When their they're consuming our
10:33
marketing, we have to remember that they're at a different
10:35
stage of awareness. So because of that, they're
10:37
going to consume the information different and they're ultimately
10:39
going to be looking for different information and trying
10:42
to get relief on their problem or to achieve their goal.
10:45
So when it comes to brand pillars, the thing I would
10:48
caution you to start to think about is what are the three to
10:51
five things that you constantly talk about within your business
10:54
right now? And how can we really look to
10:56
distill those down to have those consistent in the front facing
10:59
marketing? The other thing that I also want
11:01
to look at is, again, how can we make sure that these are things
11:05
that they in fact are searching for and are wanting support
11:08
with, not just things that you find interesting to talk about.
11:11
And the way to know that is by actually looking at the data of
11:15
the post that you have put out. What are the core topics and
11:18
themes that those cover? And that is a great indication
11:21
for you to be able to kind of say, OK, great.
11:23
Well, I've got, you know, these three topics that I always talk
11:26
about and they always resonate with my audience.
11:28
And so now we have a basis to actually build some structure.
11:31
And so the essence of brand pillars is marketing what they
11:35
want, not what they need. It is having consistency.
11:38
It is giving you structure. It is giving people a
11:41
understanding of what they can rely on you for.
11:43
And it's really making sure that when I come to your profile on
11:46
whatever platform that is that I know the core things I'm going
11:49
to learn about. And again, let's even just take
11:51
the podcast, right? When you turn tune into
11:53
ambitious, you know you're going to get mindset help.
11:56
You know that you're going to get development of you as a
11:59
leader and as a CEO and you're going to get business strategies
12:02
that pertain to the inner workings of your business from
12:05
marketing, sales team and onward.
12:07
But really it's at the core base of what we do here.
12:11
It is the development of the perspective, the development of
12:14
the person and then the process of how they generate their
12:17
business, which is, you know, the strategies underneath it.
12:19
And for me, I basically rotate those three PS when I'm looking
12:23
to come up with concepts for the podcast, because how would you
12:26
feel if one day you change the podcast and I'm talking about,
12:30
you know, makeup, and then the next day I'm talking about
12:32
marketing strategies, and then the next day I'm talking about
12:37
interior design, right? Like, whoa, what's going on?
12:39
We don't know what's happening here in the sense of like, what
12:42
can we rely on Kate for? And so I want to make sure that
12:45
when you come to any platform, whether it's ambitious, my
12:48
Instagram, it could be an e-mail list, it doesn't matter.
12:51
Again, what the actual facet is. We'll get to that in a second.
12:54
It really does mean that you just know that you can rely on
12:57
it and that there is consistency there.
12:58
And so bucket number one, Phase 1 of this elevation marketing
13:01
model is to make sure that you have core established brand
13:04
pillars and themes of the topics you talk about that are in the
13:07
lens of what your audience wants, not necessarily just what
13:10
they need. OK, so we're going to move up
13:12
into phase two, phase two around pain points.
13:17
And you know, the word pain point is kind of like the word
13:22
moist for me. I don't know why, it just gives
13:24
me the ick. And that's because I think pain
13:27
points are very, when I say that I can hazard to guess your
13:31
natural reaction is like, oh, I know the pain points of my
13:33
audience. Like I, I don't need this.
13:35
I know the pain points of my audience.
13:37
And I can tell you over the plethora of businesses that I
13:41
have worked with, very rarely do truly CE OS and businesses truly
13:45
understand the pain points and desires of their audience.
13:48
And the reason that I say that is it's not a matter of whether
13:51
you just know them. It's a matter of whether you can
13:53
verbalize them in an effective way that is supportive in
13:56
marketing. And this is where the work comes
14:00
in. Because when I say pain points
14:02
or if I say desires, everyone's like, Oh yeah, like I, I know
14:04
what the outcome is that my audience wants or I, I know what
14:06
they're struggling with. And I'm not doubting that, you
14:08
know what they're experiencing. I'm doubting oftentimes because
14:12
again, businesses that I've worked with that I often see,
14:15
there's a big disconnect between the ability to vocalize it
14:18
effectively. So that's what we're going to
14:19
dive into with Phase 2. So phase two, this really dives
14:22
into there's four pieces into mastering phase two and they're
14:25
what I actually call inside of our coaching the 4S.
14:28
And so the 4S model is, is something we teach in our
14:31
programs, like we teach the salivation model and we also
14:33
teach the the specifics underneath it.
14:35
So like obviously today, for the purpose of today's episode, I'm
14:38
going over this very, very high level, but I want to break down
14:41
some of the details for you so you can kind of get a picture
14:43
here of of what's required for this to really generate the
14:46
outcomes you want. So in the pain point aspect,
14:50
there's a couple of different ways you need to be able to
14:52
speak to it. And so I really explained to
14:54
people that pain points when you're in your service, when
14:59
you're in, you know, your done for you service in your agency,
15:02
in your coaching, in your consulting, you're talking about
15:05
pain points and you're talking about desires in the lens of the
15:09
facilitator, Like you're talking about it in the lens of how you
15:12
talk about it with clients or how you talk about with your
15:14
team. But again, remember like phase
15:16
one, that means that the people you're talking to though have a
15:19
different level of awareness than the people in your
15:23
marketing. And so we have to make sure that
15:25
we are able to shift between how we talk in delivery versus how
15:29
we talk in marketing. And this is a way for you to do
15:31
that. So one of the things that I
15:33
really, I require businesses to be able to do is to understand
15:39
how to speak in symptoms. And one of the things that I see
15:42
when people come to me when I look at their marketing is
15:44
they're telling a lot about the source of the problems.
15:47
Like here's your issue, you're not doing well with this.
15:49
This is your problem. You need to fix the following.
15:52
Like it's all very diagnosis based.
15:55
Like here's your issue, here's your issue.
15:57
And the example I give around this forest model that's
15:59
connected to understanding pain points is, you know, in the
16:03
midst of COVID, we saw that there was so many people, like,
16:07
I mean, so many people who are basically diagnosing each other,
16:10
right. So in the midst of COVID, you
16:12
would tell, you know, your mom or your aunt or your cousin or
16:14
your sister to be like, oh, I feel a little bit sick.
16:17
And they're like, Oh my gosh, she might have COVID.
16:18
And you're like, no, no, I think it's just probably a flu or like
16:21
something like that. And they're like, well, do you
16:23
have a fever? And you're like, well, yeah.
16:25
And do you have a sore throat? Yeah.
16:27
And how long has it been lasting like 07 days?
16:29
And you're like. And so you start to say yes,
16:31
yes, yes to all the symptoms. And before you know it, you go,
16:34
oh, I think I have COVID. And so that's because the person
16:39
who was talking to you was directly assessing your
16:42
symptoms. It's the same thing when we go
16:43
to the doctor, they ask us what are symptoms are.
16:46
And by understanding of the symptoms, they are then able to
16:48
diagnose us. The same thing is true with
16:52
effective and strategic marketing.
16:54
Strategic marketing is something where the symptoms that are laid
16:57
out in your post, in your messaging, in any piece that I
17:01
consume are so specifically spot on symptoms of what I'm
17:05
experiencing that I then go, oh, that's my problem and I start to
17:10
resonate with the diagnosis. The problem I see is that a lot
17:14
of businesses will go and diagnose, diagnose, diagnose
17:17
through their marketing, but because they lack the symptoms
17:20
aspect of it, no one is bought in on the fact that that
17:25
actually is their diagnosis. They don't believe it to be true
17:27
in themselves. Even though you might know it to
17:29
be true, they don't believe it to be true because they haven't
17:32
self diagnosed, you've diagnosed them.
17:34
And so the thing that I will say is one of the most impactful
17:37
parts of our marketing and that has really helped us to generate
17:41
sales from our content and from our messaging is the ability for
17:45
people to be like, I saw this post and this is literally me.
17:48
Like the things you were talking about that I was doing, the
17:51
feelings I was having, the mindset hurdles I was having,
17:54
like that is literally me And the reason people feel that way,
17:59
the reason someone always is like, how does this person know
18:01
what's going on in my world, in my head, in my current reality?
18:04
The reason that you know those things is because you understand
18:08
your ideal client and their pain points, desires, symptoms and
18:11
all the four s s. The first, the four s s is
18:13
symptoms, which is the ability to talk about something that
18:17
they're struggling with in specific verbiage of how they
18:20
would experience that in their mind.
18:23
What are they experiencing in their world?
18:25
So what's like their current reality?
18:26
What are things that are coming up for them in their day-to-day
18:28
life that are a symbol of that problem?
18:30
And it needs to be something that is descriptive.
18:34
It's almost like it should be able to be seen like a movie.
18:37
So for example, if someone has the pain point of struggling
18:41
with marketing and messaging, that's the pain point.
18:44
I'm like, hey, are you someone who feels like you don't have a
18:46
content strategy or you don't have a marketing strategy?
18:48
That's me telling them, hey, here's your problem.
18:50
You don't have a strategy. But the reality is they're not
18:53
going to resonate with, oh, you don't have a strategy.
18:55
They're going to resonate with what not having a strategy looks
18:57
like. So it typically means that they
18:59
are potentially been online for a couple years now.
19:02
They put out content day after day and they feel like it's
19:06
feeling stale. They go to put it out.
19:08
They make a post every single day, Monday to Friday, because
19:10
they're told consistency is the main thing.
19:12
But upon posting and posting and posting, they feel like they're
19:15
not seeing any results. There's no engagement.
19:17
They feel like they're talking into the ether.
19:19
There's nobody responding back with comments.
19:22
They're not getting inbound inquiries.
19:23
They're not getting any engagement or any type of
19:25
response from their audience. So they wonder, is it even worth
19:28
it? They're trying to keep up with
19:29
the trends, trying to see, you know, should I do Reels?
19:31
Is it a matter of doing more carousels?
19:33
Am I selling too much? Am I selling not enough?
19:35
And they start to question everything about what they're
19:37
doing and wondering what am I missing that's causing me to not
19:41
generate sales. They probably consume other
19:43
people online who are sharing screenshots of people moving and
19:46
big sales numbers of launches and wondering, well, if they're
19:49
on Instagram and I'm on Instagram, what are we doing
19:51
differently that's causing time to have this massive surge of
19:53
money when I feel like I'm struggling to convert a single
19:55
client here. All of that is me describing
19:59
their reality. It's not a matter of me being
20:02
like, do you struggle and not have a content strategy or do
20:04
you struggle and not have a marketing strategy?
20:07
That's not going to resonate with people.
20:08
They're going to resonate with the fact that they sit down and
20:10
open up a Google doc to write a caption and are staring at it
20:13
for 60 minutes, only to then put a ton of energy into it and
20:17
making this perfect curated reel for it to only generate nothing
20:20
for their business. That's the reality that they
20:23
know, they don't know what it means when I say you don't have
20:27
a marketing strategy, right? Or they, they know that when
20:30
they put out content and they people say, review the data and
20:33
look at the metrics. They're like, I get what you're
20:35
saying, but I don't, I'm looking at it and I don't know what
20:37
actions I'm supposed to take from it.
20:38
What does it mean? What does it say?
20:40
So you just keep putting out more content in the belief that
20:43
if you just put out one more post or one more week, that
20:46
hopefully something will change. But three months later, you end
20:48
up kind of in the same spot, right?
20:50
So those are symptoms. I'm describing it.
20:53
You can see it like a movie, right?
20:54
It's like when I said you open up a Google Doc to write a
20:56
caption, you're literally picturing like Sarah opening up
20:59
a Google Doc to go write a caption.
21:01
So we want to have specifics. OK, so symptoms is the first S.
21:05
The second S is going to be source, which is really a matter
21:08
of what you already know, which is the person's pain points.
21:11
So like, what is the issue they're having?
21:12
What is the sticking point they're experiencing and looking
21:16
at how you know that is the core problem.
21:19
So the source is really basically the diagnosis.
21:21
What's their core problem? The third ask is support, which
21:25
is looking at specifically how do you help with that?
21:30
So the thing that I'm seeing with a lot of people when they
21:32
talk about, you know, their offers and the way in which they
21:36
are helping people is they talk a lot about the actual
21:38
deliverables. They talk about the offer, the
21:40
features, the details, the support.
21:43
And the thing that's the issue with that is it doesn't really
21:46
distinguish you as anything different, right?
21:48
So it doesn't necessarily actually tell me specifically in
21:52
what way are you going to help me to generate a different
21:54
outcome. So this is really where we like
21:57
to have people talk about their process.
21:59
How is your process of generating results for somebody
22:02
different than your competitor? How is your process or
22:05
experience different? How do you guys approach this
22:07
differently? Why is your program created with
22:09
a different lens? What makes it unique?
22:11
How is it different than anything else in the market?
22:14
I want you to be able to describe that in all the things
22:17
that you do. So again, back on the content
22:19
example, if I'm speaking to content, I'm like, hey, here's
22:22
the symptoms of what you're going through.
22:23
Your issue is the fact you don't have a marketing strategy.
22:26
What we help people to do is blank.
22:28
I'm not going to say we help you to build a content strategy.
22:30
You know, I might explain that As for example, in the essence
22:33
of today's elevation model. I might explain that as you
22:37
know, oftentimes when you work with people, they're going to be
22:40
teaching you marketing strategy from the aspect of content
22:43
pillars being the basis of how you build all of your content,
22:46
helping you to, you know, refine your hook and refine your call
22:49
to action, things like that. But what we know is that
22:51
marketing's job is to create visibility, nurturing and
22:54
conversion. And So what we do is we
22:56
basically combine all the intentions that you're looking
22:58
to have within your marketing into one core model, which is
23:00
our elevation model. And it basically helps you to be
23:03
able to generate new eyes, nurture your existing audience,
23:06
build brand and community, while also generating conversions
23:09
without necessarily having to make it complicated and making
23:12
it feel like it has 1500 steps that you have to follow.
23:16
It's a simple formula that basically our clients are able
23:18
to rinse repeating their content.
23:19
We help them to then understand how and learn how to assess data
23:23
to be able to make it even more intentional for their audience
23:25
and how their audience is binge and consuming.
23:28
That's me explaining what I'm going to help you do, mentioning
23:32
my model that helps to do it. And it's talking about what's
23:36
maybe a gap or a disconnect in some of the other ways that
23:39
someone has learned this. So the thing that we want to
23:43
look at with our support is I'm not talking about when you join
23:46
Accelerator. I'm not talking about when we do
23:47
AVIP Day. I'm not talking about any of
23:49
those things. And that's intentional because
23:52
that's just a matter of the process of the program that I'm
23:56
using to get you there. But that's not really what
23:57
matters. What matters is how we're, how
24:00
am I going to help you solve problems and how am I doing it
24:03
in a way that is specific and distinct and unique to me.
24:06
And so that's really where the support bucket comes in.
24:09
Now solved is the last of the four s s.
24:11
So again, remember, we've got symptoms source support and
24:15
solved as the last one solved is really a matter of being able to
24:20
effectively communicate not only the reality and the symptoms of
24:24
again, we know with symptoms, we had the pain points, we're doing
24:27
the contrast now we're talking about the specific picture in
24:30
detail of what they need to be able to see of their dream.
24:35
And so when you speak to solved, it's basically asking yourself
24:38
the question if someone was to work with you and to overcome
24:41
this problem to learn that process, we talked about who had
24:44
those symptoms when they came to you.
24:46
When they fix that, what will be their new reality, right?
24:50
So like again, back to our content example, they might be
24:54
able to make a month's worth of content and have a month's worth
24:57
of ideas and concepts within a one hour call of just sitting
24:59
down and planning it. They can literally build and
25:02
outline a month's worth of content within 45 minutes or 60
25:05
minutes or less. They might be able to whip up a
25:08
caption in half of the time because they know the structure
25:11
to follow each time. They understand how to use this
25:14
model to identify trends in their marketing so that when
25:17
people talk about rinse and repeat, they know when they push
25:19
a certain button, their audience is going to act every time
25:22
because it's rooted in data. It's their own internal
25:25
framework for their brand. Like they literally have the
25:27
cheat code to their audience as a result of understanding these
25:30
4 pillars that allows them to do, you know, consistent sales,
25:34
activate people on demand, build brand, generate consistent
25:38
visibility and new eyes building their following.
25:40
Like there's all these things we can describe as the outcomes.
25:44
That's the salt. The salt is basically being able
25:47
to describe in detail what is somebody experiencing when they
25:52
have solved this problem. What is their new reality going
25:55
to look like in detail. And I want you to paint it like
25:57
a picture for me so I can see it super, super clearly.
26:01
So those are the four s s of understanding your pain points
26:04
and messaging of your ideal client.
26:05
And this is something that I want to say is not a one and
26:09
done, which I know is not the advice that you want to hear.
26:12
It is usually going to have a fundamental base that's pretty
26:15
consistent of it's like for me, I would say my ideal clients
26:18
pain points have generally speaking been the same for a
26:22
majority of the time that I've been in in my business.
26:25
But the way in which they show up in the symptoms is going to
26:27
be different. The things they desire to have
26:29
happen are going to be different of those solutions again, when
26:32
it's solved, the process I'm using to help them to get there
26:34
might change over time, right? So we want to make sure that
26:37
we're updating this, and something I want to kind of give
26:39
as a little tidbit to you is the symptoms and the solves
26:44
component. And the wording around it is
26:46
very important. Again, remembering your
26:48
audience's wording is much more important than the wording that
26:51
you might be choosing to use. And so something that I really
26:55
encourage people to do is to go through applications, go through
27:01
your sales calls, go through any of the processes that you have
27:05
where you speak with clients, even coaching calls that are the
27:08
initial ones when they're first starting with you.
27:10
Look at the language that they're using, because that's
27:13
something that we can ultimately use in your marketing messaging
27:17
that will make your content of what you're saying resonate even
27:20
deeper with the people that are consuming it.
27:22
So that would be, to me the pain point section, which is phase #2
27:28
phase three. It's something you probably have
27:29
heard the online world talk about before and you probably
27:33
have heard myself talk about it before.
27:34
But PAS is a fundamental structuring of messaging that
27:41
has been used in my business. My client's business is in a
27:44
variety of ways. So one of the things that we
27:49
find with PAS and just to kind of give you a little bit of a
27:51
high level of PAS. So PAS stands for problem aware
27:54
for the PA is agitation and S is solution content.
27:59
So these are three different styles of messaging, IE lenses.
28:02
And I want you to think about them almost as like flavors of
28:05
how I deliver some type of message.
28:07
So if I'm going to deliver something, am I gonna talk about
28:10
it in the sense of helping someone to realize they have a
28:12
problem, helping them to realize they don't know how to do it on
28:14
their own or helping them to realize they need me to be able
28:17
to do it. And so I'm gonna kind of
28:18
breakdown very high level PAS problem aware is really the
28:23
themes around problem aware content in the in that lens are
28:26
helping people with signs and symptoms.
28:28
It's helping the ability for people to see they have a
28:31
problem. And again, back to our aspect of
28:34
the symptoms helping them to self diagnose.
28:37
The intention of the PAS all being in your content and
28:39
variety is the fact that each one of these helps people to get
28:44
activated and the people it activates are depending on the
28:48
stage of the buying process. So when someone's at the very
28:51
beginning of the buying process, they need problem aware content
28:54
to realize they even have a problem.
28:56
But when someone has a problem, they need to be agitated to
28:59
realize, oh wait, I actually don't know how to do this on my
29:02
own. All the things I've been trying
29:03
haven't been working. And then when someone knows and
29:06
says OK, like I know I have a problem, I know that I can't do
29:09
it on my own. They need to see opportunity of
29:11
how you could help them to solve it, which is where the solution
29:13
content comes in. So this really is something that
29:17
I also want to, I want to preface, you may see people
29:20
teach this and I used to see people teach this in one core
29:24
post. So what I mean by that is people
29:27
would basically put PA and S all in one post.
29:30
The thing that I ended up doing is I ended up chopping that down
29:34
and basically saying how can we separate these into different
29:36
types of pieces of media and different types of pieces of
29:39
marketing? Because then the way that PAS
29:43
works is there's two ways you can use this in marketing in
29:45
general. The way that we're talking about
29:46
today is with Evergreen marketing messaging, which
29:49
basically means that you are selling something consistently
29:51
pretty well all year round. The second way that you can use
29:55
this though is with a launch model.
29:58
And the launch model is basically the way I want you to
30:01
think about Evergreen is you move a person at a time.
30:04
When you think about a launch, you're like basically herding
30:06
sheep. You're moving masses of people
30:09
at a time. And so for the purpose of today,
30:11
the PAS we're going to talk about is for the day-to-day
30:14
marketing that you're putting out, but you also, when you
30:17
master this, can actually translate that clarity and
30:20
understanding of this model. And you can actually translate
30:23
that into using that for launching and helping you to be
30:26
able to use this in launch messaging as well.
30:30
So PAS, the P stands for the problem aware.
30:33
It's the signs and symptoms. It's helping someone to realize
30:35
they have a problem. The A stands for agitation.
30:39
Now, agitational content is really going to help people to
30:43
resonate and connect with myths and mistakes.
30:47
So this is really where we are trying to connect with where are
30:50
they missing the mark? What are myths or things that
30:52
they're hearing that they're believing that you don't
30:54
personally believe to be true and where are they making
30:57
mistakes? What are things that maybe
30:58
they're trying to do in an effort to solve their problem
31:01
that are ultimately not helping them or supporting them to get
31:03
to where they want to go? Then you've got solution.
31:07
Solution is the lens of really where we are either going to
31:10
solve it by educating them or we can talk about our solution to
31:15
talk about our offer and the way in which we could specifically
31:18
help and support them and talking about the ways that
31:21
we've been able to help and support people in the past.
31:24
So that really is an example of social proof that can be talking
31:26
about case studies of clients. It could be talking about like
31:29
screenshots of proof of clients, right?
31:31
Like all of that is something we would want in solution.
31:34
So the PAS is basically when we talked about the pain points in
31:39
phase two and we're now in phase three, we're just going to
31:42
decide in what lens do we want to talk about those pain points?
31:46
In what lens do we want to talk about them in the symptom kind
31:48
of way? Do you want to talk about it in
31:50
the lens of where people are making mistakes or do we want to
31:52
talk about it in the way in which they could solve it or
31:54
what it looks like when it is already solved with you?
31:57
And so the question I get around PAS is how much should I do of
32:02
each? And is there a certain day that
32:05
it should be posting XYZ? No, the main thing that we're
32:08
looking for with PAS and with this model in general is
32:11
variety. And especially if you haven't
32:13
had a marketing strategy up until now, we're going to want
32:16
to make sure that we do have variety for your audience.
32:18
Because basically what I do with clients is I help them in detail
32:21
to flush out each one of these sections.
32:23
And then what we would do is we would put out consistent
32:26
marketing likely for 30 to 60 days around that.
32:29
And during that time, I'm looking at the data to see the
32:32
way their audience responds to it because that basically tells
32:35
me their audiences triggers. Like I can tell what moves your
32:39
audience, why they're moving. I can tell all of that as long
32:42
as I have structure before we post.
32:44
If there's no rhyme or reason, anything you're putting out, the
32:46
data doesn't really mean anything to us.
32:48
Whereas when you have a structure like this and you put
32:50
it out into marketing, now I'm like, OK, great.
32:53
Like I can see the trends we're seeing and therefore help you to
32:56
lean into those further so that you have more of a
32:59
predictability when it comes to your marketing.
33:01
So as a high level recap here we've got phase one, your brand
33:05
pillar is buckets and themes. Phase 2 is those pain points and
33:08
getting clarity of the messaging and the wording around your
33:11
ideal client and remembering that those are four different
33:14
SS4 different columns or four different tones we have to be
33:18
able to speak into to be able to really have clarity of
33:21
messaging. The third phase is then picking,
33:23
OK, do we want to talk about this in the P problem aware way,
33:26
the a agitation way or the S solution way?
33:30
Now going into pillar #4, this is where we start to get the
33:35
brand aspect coming in. So the thing that I will say
33:38
that I saw with a lot of people's messaging that was like
33:40
really a big disconnect is a lot of people talk about what to do
33:44
or how to do it, or they'll talk about why to do it, but not how.
33:48
They'll talk about the what but not the why.
33:51
The thing that we really want to do here is we want to make sure
33:54
that we have the why in your marketing and in your messaging.
33:58
A lot of the time when I consume people's marketing online,
34:01
whether I'm just like aimlessly scrolling on TikTok or if I'm
34:04
like doing an audit for someone, the thing that I see time and
34:07
time again is that people are stating their beliefs, but
34:11
you're not actually telling your audience why they should believe
34:14
that to be true. So you're like, hey, you know,
34:17
ads are not the way to grow. Like if you're doing ads, this
34:21
is not the way you're going to scale your company.
34:23
Great. But why?
34:24
Why is that not the way to scale?
34:26
What's flawed about that model, right?
34:28
Or what? What's something that you you
34:30
feel is the reason that that's wrong?
34:32
The thing that's the disconnected a lot of messaging
34:35
is because we lack the why. Your audience doesn't fully
34:38
accept the belief that you're marketing to them.
34:41
So instead they're kind of like, OK, but they don't really
34:44
necessarily fully absorb it as a belief because you haven't given
34:47
them context to do so. So in this stage, there's two
34:50
why is you have to be able to communicate.
34:53
The first why is why do you believe it to be true?
34:56
And this is really important because if you're going to build
34:58
brand, you have to have a lot of why.
35:01
You have to have reasons why someone is going to believe you.
35:05
Why is why should someone stand with you in that belief?
35:08
Why is that a belief that you hold?
35:09
All of that is something that has to be evident in what you're
35:13
putting out consistently. And if it's not, we have to
35:16
start to integrate that because that's really how you're going
35:18
to build community. Community and brand ultimately
35:22
is a byproduct of people having a shared why you have shared
35:26
beliefs, shared values, a shared perspective that all of you
35:30
have. And so because of that and you
35:33
marketing it, it basically means that by putting in your
35:36
messaging consistently, you're building this brand connection,
35:40
this brand commitment. With every single post, people
35:43
are getting deeper and deeper connected and ingrained with
35:46
your belief system. Now there's #1 the why of why
35:50
you believe it. But then the second why is also
35:53
a matter of why should they believe it to be true?
35:56
Why should they care about this topic, Right?
35:59
So, you know, for me kind of back and again, not to say that
36:03
this is like my belief, but it's just more a matter of, you know,
36:05
the example we were using. So we're going to keep rolling
36:07
with it. Say, for example, someone uses
36:09
paid advertising, OK, well I might say if I was a brand who
36:13
was like anti ads, which I wouldn't say I'm anti ads by the
36:15
way, like I help ads agencies. I don't personally do ads in my
36:18
business, but I understand where they're effective and where
36:21
they're necessary. So when it comes to the why say
36:26
I was anti ads, I might say I don't believe that ads are the
36:29
way to be able to scale your company.
36:31
Because if for us, we believe that organic is the number one
36:36
way to be able to scale because it helps you.
36:38
Again, why is because it helps you to be able to not only build
36:42
attention and inquiries and interest, but all the while
36:45
actually does help you to build brand.
36:48
So when we tell people to focus on organic content, we do that
36:51
for the following reason, which is that it helps you to build
36:54
brand while you're marketing and it allows you to be able to test
36:58
different types of messaging and different types of connection in
37:01
any different platform for free. And most importantly, should you
37:05
run out of money, should your ads get taken down?
37:08
Should whatever happened to your paid advertising?
37:11
We know that if someone has an organic audience, if their ads
37:16
disappear, their audience and their brand community is going
37:19
to go search for them because they've built brand.
37:22
If you only rely on ads and have not been building an organic
37:25
brand this entire time, what it ultimately means is that when
37:29
your ads turn off, your level of brand awareness also turns off.
37:33
Your visibility also turns off. Your conversions also turn off.
37:37
Whereas for example, with organic, that's something that
37:39
regardless of whether you spend or not, is always going to be
37:43
something working for you in the background.
37:45
And often times posts as far back as, you know, 90 days to
37:48
six months ago can also be something generating results for
37:51
you. So that's me basically saying
37:54
why I might not believe in ads and why like what I believe
37:57
about ads and why I believe that to be true.
37:59
What what is my justification? What is my reasoning behind what
38:04
I'm stating to be my belief? Now the second one here is why
38:08
should someone care about this topic?
38:11
And there's two lenses in which you can talk about this in your
38:14
marketing. So when you're trying to
38:16
translate something you're talking to and why someone
38:18
should care about it, there's two ways.
38:20
One of the there are two I's, by the way.
38:22
One is the aspect of impact. So how is this going to impact
38:26
them in a positive way if they were to do it?
38:28
And the other I is what is the implications of this negative
38:32
consequence if they don't do this?
38:35
So for example, back to our aspect of organic marketing, if
38:38
you were to build an organic audience, the impact of that is
38:42
that you're able to test with your audience for free.
38:44
You're able to build brand with every single post.
38:47
There's no cost connected to the volume of how much you're ending
38:50
up putting out. And they also when you do decide
38:54
to go do ads, if that's something that you decide to do
38:56
to scale, the first thing someone's going to do when they
38:58
go to paid advertising is when I see an ad and I want to buy
39:03
something to justify to myself, OK, this, this is somebody that
39:06
I can trust. This is something that I want to
39:08
invest into. The first thing I'm gonna go do
39:10
is look to try to find that person on the Internet to see
39:13
can I trust them? Do they have proof?
39:15
Is this someone that I should be investing with?
39:17
And so that's the impact, right? Like the impact of positively
39:20
what it can do for you. Now the implications if you
39:23
don't. I'm basically taking the same
39:25
messaging you'll see here and I'm making it negative.
39:27
It's just because by the way, these two I's, some people's
39:30
audiences are very activated by messaging that is very positive,
39:35
which is our impact. And some people's audiences
39:38
hello, hi, me are very like I am somebody when I consume
39:42
someone's marketing, I am much more motivated by implication
39:46
than I am from impact. So like very positive marketing
39:50
messaging about the dream all the time for me specifically
39:53
does not work. Like it's not something that I
39:55
would say activates me at all. Whereas I would say if somebody
40:00
was like, you know, here's what's gonna happen to your
40:02
business if you don't do this And it was really on the domino
40:05
or the negative consequences of something that causes me to move
40:09
9 times out of 10. Because it really shows me what
40:12
lack of action will ultimately do for me and for my business.
40:16
And so implication. Would be talking about the fact
40:19
that again, the negative consequences of what someone's
40:22
going to have happen. So really it's going to take
40:25
what I just said an impact and it's going to flip it on its
40:27
head and make it basically told in the same way, but in a
40:30
negative lens. So with the why and why, again,
40:34
remembering this is stage 4, the why and why are why do you
40:38
believe it to be true? And why should they care?
40:40
And the way to be able to vocalize why they should care is
40:42
speaking to the way it impacts them in a positive way or the
40:45
implications it has on them in a negative sense or like what are
40:49
the consequences that are potentially there?
40:51
So with the Y&Y, again, remember this is where the brand aspect
40:56
is starting to come in. So all the while until now we've
40:58
been doing marketing, we're doing messaging.
41:01
We were fine that with the pain points.
41:03
We are building a little bit into that sales process with the
41:05
PAS now. Now we put in the Y&Y which is
41:08
integrating the brand lens and now we then go to what is called
41:13
Scripture statements. And again, to give credit where
41:16
credit is due, this is something that I did learn from George
41:18
Bryant and this was really around how to build a movement,
41:23
how to build a like minded community of people who just ate
41:27
up what it was that you do and ultimately could reference this
41:31
quickly in building brand. And so one of the things that I
41:35
loved in our work together was the aspect of brand building
41:38
because for me, I was always looking at, you know, we had a
41:42
really, we have a great community.
41:43
We have a great brand as it is right now.
41:45
But then I was like, well, how do we take you to the next
41:47
level? Like how do we really expand
41:48
this and continue it to grow? And so that's where scripture
41:52
statements came in. And so I want to tell you a
41:53
little quick story actually about scripture statements.
41:55
So just because they are so impactful, when I first started
41:59
the podcast, I was kind of like around the time when I actually
42:03
had started working with George. And so he had mentioned
42:07
scripture statements to me. And I was like, you know, I
42:08
wonder if I integrated these into the podcast kind of thing
42:11
to use that as a way to see if people resonate with it.
42:14
And so we integrate scripture statements, which I'm going to
42:17
explain to you in a second. And when we did this, I saw
42:20
quick impact on scripture statements.
42:25
And scripture statements to give you a reference are basically,
42:29
if you think about your favorite song, you might not know all the
42:33
lyrics to that song. You might know not know all the
42:36
words to that song, but you do know the chorus.
42:39
And that's because there's a part of the overall thing that
42:42
was memorable to you that you did remember, which in turn
42:45
allows you to recall the entire thing at a moment's notice or at
42:48
a given time. And so scripture statements kind
42:52
of follow that same type of intention.
42:54
And so scripture statements fall into 3 core buckets.
42:57
So you'll see, obviously, by the way, as we're going through
42:59
today, that you need to have frameworks.
43:03
Everything I'm talking about today is a marketing messaging
43:05
framework that has frameworks within each one of the steps.
43:07
Like they're all a list of principles.
43:10
And this really is the basis just to kind of break the 4th
43:12
wall here. The frameworks are what allow
43:15
things to be consistent. So the reason I talk to people
43:20
about, you know, like scaling can be, it's not, not hard work,
43:24
but it isn't complicated. The reason that I say that is
43:27
because these are frameworks that allow us the ability to
43:30
rinse and repeat strategies. Like you'll see here.
43:33
Each part is really like a formula.
43:35
And the most important thing is it's not a template.
43:38
You can find yourself within it, but all of these are frameworks.
43:42
And George is very much the same in the sense of everything that
43:44
he teaches is a formula. And it's a framework that allows
43:48
other people to have rinse and repeat results with it because
43:50
they actually have something that is a structure for them to
43:53
implement and integrate over and over.
43:56
And so scripture statements fall into three buckets.
43:58
The 3B's, which is basically brand would be the first one. 2
44:03
is going to be beliefs and 3 is going to be behavior.
44:08
OK, so for example, I'll give some that you might know from
44:12
me. So brand at the end of every
44:14
single episode, what do I say? Stay ambitious, stay ambitious,
44:19
stay ambitious, right? It's a brand statement that's
44:21
associated with the podcast that has nothing to do with anything
44:24
other than the fact that it's really only something that
44:26
someone who's already consuming the brand would know.
44:29
It's a brand community statement.
44:31
Another one that is also, you know, a big bucket is beliefs,
44:35
which is the second B. So another one that I always say
44:38
all the time is the obstacle is the opportunity.
44:40
It's a way that I look at things in business.
44:43
I look at things that come up in business as the problem is the
44:46
path that we need to be leaning into.
44:48
The disconnect is often the thing that will determine our
44:52
success, right? Like that's the area we got to
44:54
lean into. So the obstacle is the
44:56
opportunity. Another one that I also have is
44:59
if it's a pattern, it's a problem.
45:01
And these are are statements that are things that I always
45:04
say to clients on the podcast and content like you name it,
45:09
I've got it basically everywhere.
45:11
And that's a belief. It's something that I'm
45:14
basically talking about in unpacking.
45:16
That is a way for me to share a belief with someone.
45:21
Then we've also got behavior. And so like one of the ones that
45:24
we have for our team that's that's a like a quote is be the
45:28
Bison. I actually got recent
45:29
information about this. I was at an event and someone
45:32
was like, I obviously am from Toronto.
45:34
OK, So like I had this at an intensive that we came up with
45:37
coaching and then I ended up meeting a coach who specifically
45:41
works with farmers and he was like, well, there's actually
45:44
details around Bison and how they moved and I learned all the
45:46
details around it. So all of this to say, Bison,
45:51
basically, when there is a storm, cattle typically will run
45:55
away from the storm, whereas bison typically will run or go
45:58
toward the storm to basically get through it quicker.
46:01
So our belief around behavior is be the bison, which basically
46:05
means run toward the storm and do the hard thing.
46:08
So like when you see something is resistant, when you see
46:10
something is not something that you want to do, it's not a
46:12
reason to go away from it, it's a reason to run right into it.
46:16
And so that's something that we have as a behavior scripture
46:19
statement, which is basically the way in which to have a one
46:23
liner that teaches people the way in which we want them to
46:26
operate. So the three categories,
46:28
remember, are brand, beliefs and behavior.
46:32
The thing of why this is impactful and kind of back to
46:35
our story about the podcast to close the loop for you.
46:37
When we started to get clarity of what these were, we asked our
46:40
team, we tried to look at what our clients were hearing us say.
46:43
We looked at things we always said in coaching calls that we
46:45
always said on meetings. We were always just looking to
46:47
try to find where were the areas where we were having repeated
46:50
phrases over and over. And so I took those and I got
46:55
clarity of those and I started to plant them in our marketing
46:57
intentionally. Like I would say, OK, well,
46:59
like, you know, what kind of like core statement can we have?
47:02
You know, at the end of every episode, we end now with stay
47:04
ambitious. That's our brand statement.
47:06
You'll often hear me, like today you heard me share a couple of
47:08
my beliefs and behavior ones. I've also mentioned them and
47:11
probably every single other episode.
47:13
Sometimes just, you know, automatically and in a natural
47:15
way. But sometimes I'm trying to be
47:17
like, OK, well, how can I distill the essence of what I'm
47:19
trying to teach here into a statement?
47:21
So that's memorable. And so when we launched the
47:24
podcast, we generated like multiple 6 figures from our
47:29
podcast in the first couple episodes of people listening.
47:33
And I actually greatly attribute that to, you know, some of the
47:36
model we've talked about today. But also the big theme was the
47:39
scripture statements. And I'll tell you why.
47:41
When I got on consults with people who ultimately ended up
47:44
signing who were people who listened to the podcast, what I
47:47
very much started to realize was that when people were listening
47:52
to the podcast, they were having these one liners.
47:55
They're like, Kate, I heard you say if it's a pattern, it's a
47:57
problem. And that made me realize like I
48:00
have a lot of patterns I'm seeing in my life and they're
48:02
not changing. They're kind of been some
48:04
repeating, which means in turn, I have a lot of problems in
48:07
front of me that I need to address.
48:08
And so I was like, OK, And then someone came to me and like, you
48:11
know, I realized that I needed coaching because I was so
48:15
resistant to it. And then you said, like, the
48:16
obstacle is the opportunity. And they were looking at the
48:19
fact that they were feeling strapped financially and they
48:21
weren't sure if coaching was the right time.
48:23
And then they were like, I tried to look at, OK, well, like, how
48:26
is me not knowing how to make sales actually the reason why I
48:29
need coaching? Like, it's not a reason to not
48:31
do coaching. It's a reason to do coaching
48:33
because I saw the obstacle as an opportunity.
48:36
And so when I started to hear and get on these consults, you
48:39
can imagine I'm like, and I'm hearing these lines in front of
48:43
me, I'm hearing these people share these phrases and these
48:46
one liners that were in these podcasts and all of them are
48:50
referencing scripture statements.
48:51
And it's interesting because I said to them, you know, what
48:53
episode was that? And they're like, I don't know.
48:54
I just remember you saying blank.
48:57
And it was such a testament to me of the impact of brand
48:59
statements of belief, statements of behavior statements, right?
49:02
The impact of which is this category, Scripture statements.
49:07
They're a way for our audience to quickly and easily reference
49:11
a concept from us because they remember the line, because they
49:14
remember the chorus of the song, not all the lyrics.
49:17
And so just by knowing my quote, UN quote chorus or the phrase
49:21
that I say, they're able to easily recall the full concept
49:24
of whatever it is I was talking about and make it feel like it's
49:27
something that they could easily remember.
49:30
And so when I started to see that I had multiple sales coming
49:34
in from people who were referencing scripture
49:36
statements, I was like, OK, hold the phone.
49:38
We need to take a pause here and make sure that we are planting
49:43
and being intentional about the way in which we're creating
49:46
brand moments in almost every single thing that we do and
49:49
create. Because without that, we're not
49:51
making something memorable. And if we're not making it
49:53
memorable, they can't make it something they can easily
49:56
recall. So that was something we put in
49:58
as a very intentional effort. And we actually integrate now,
50:00
as you'll see, as part of our marketing model.
50:04
So again, high level, we've gone over brand pillars, pain points,
50:08
PISY&Y and Scripture statements. The last, and I have this last
50:13
for a reason, is format. And that's really saying OK with
50:17
all the messaging that we've done till now.
50:19
So again, we've covered a little bit of prepping for conversion,
50:22
marketing, messaging, building brand.
50:24
Now comes the aspect of how do we want to deliver this to the
50:27
world? And as I said at the earlier
50:29
part of today's episode, this model works for any kind of
50:33
deliverable. It can work for a podcast, it
50:36
can work for TikTok, it can work for Instagram.
50:40
We've seen it work for e-mail. There's just so many ways that
50:43
you can use this. And so format is looking at the
50:47
message that you have. How would that be best
50:49
translated? How is that something that you
50:52
could see being put out to the world?
50:53
So is it through a reel? Is it a carousel?
50:55
Is it a podcast? Is it a TikTok?
50:57
Is it an e-mail? The reason we want to know and
51:01
actually have structure around you choosing the format is
51:05
you're going to find once you start to implement a framework
51:08
like this. And again, this is a very high
51:10
level because usually this is something that we teach over
51:12
several sessions in the sense of we have separate trainings
51:14
associated with each one of these things.
51:16
But what we typically will do is we look at, OK, we'll say the
51:22
brand pillar was marketing and we looked at pulling a pain
51:26
point around marketing and then we talked about in an agitating
51:29
way and we did that through real.
51:31
You might find, and this is where the fun part comes in, you
51:35
might find with your audience, that your audience has literal
51:39
formulas that when you push that button, and what I mean by that
51:43
is put out a post like that, when you push that button, they
51:46
move. That's not a coincidence.
51:49
When people talk about rinse and repeat marketing, they're like,
51:51
is that actually a thing? I'm like 100% it's a thing.
51:54
The difference is it's not a thing with your coach's content
51:57
calendar. It's a thing with your audience.
52:01
So the true basis of how to get true rinse and repeat marketing
52:05
IEI press this button and people buy the OR people move or people
52:10
you know, get deeper connected to your brand, whatever the goal
52:12
might be. The way that happens is actually
52:16
by you having structure, then taking that structure, posting
52:20
it. We get the data of it.
52:21
We see what caused people to move.
52:24
We put that out again and then once it happens a second and
52:27
third time, we now actually have the quote UN quote triggers for
52:30
your audience that you can rinse and repeat, which is where
52:33
predictability in marketing starts to come in.
52:36
Now I want to, I want to kind of put a bow on this with something
52:39
that I often get as a question. Because listen, if you guys
52:43
listen to the episodes, you know me, I am a little strategy nerd.
52:47
I'm very structured. I'm very type A, generally
52:49
speaking, and it's something I'm working on, OK?
52:52
I'm trying to have more flow, trying to have more fluidity in
52:55
the way that I do things. But I love frameworks and I love
52:58
structure because when I have frameworks, I'm able to rely on
53:02
something. I know why it's working or I
53:03
know why it's not working, but I fully recognize as a coach that
53:07
knows some people don't operate the way that I do and that also
53:12
our brain is not always going to come up with concepts in, you
53:15
know, buckets like this or steps like this.
53:17
The thing that I really recognize is that you can also
53:20
come back through this model and go back through in a different
53:22
way. So one way this model is used is
53:25
to help, you know, teams and businesses to be able to plan
53:30
their marketing and their messaging with intention.
53:33
But you can also use this to clarify natural kind of
53:37
instinctive, intuitive types of ideas for posts.
53:40
So here's what I mean by that. If you're somebody who's on a
53:43
walk and you have like a random idea that you want to put in
53:46
your marketing, you're like, I just feel called to speak about
53:48
XYZ. That's OK.
53:50
What I would actually ask you to do is put that post out, create
53:54
that post. But then afterwards go through
53:57
this model and label it after the fact, say, OK, well what
54:01
pillar was that? Would that be considered problem
54:03
aware, agitation or solution? Did that include any scripture
54:06
statements in it? Like I would almost go through
54:08
it afterwards as an aspect of awareness rather than trying to
54:11
have this be like perfect buckets that you go through
54:14
before you ever put something out.
54:16
And I also want to add that this is a model that does take, as I
54:20
said, like this is the very high level of it.
54:22
I get a lot of questions about it.
54:24
Also, by the way, we do have a training that has us going over
54:27
it. So if you do want that, just
54:28
literally shoot me Adm that says the word elevation and I'll know
54:31
what you're talking about. It's a resource that we have
54:33
that's a training and a guy that kind of goes over a little bit
54:36
more in depth. And So what we find is when
54:39
people are going through this, they're like, OK, I either maybe
54:42
you have marketing strategy right now and you want to use it
54:44
to refine it, or you might be like, this is the first exposure
54:47
that I'm having to like an intentional marketing strategy
54:49
and it's just feeling super overwhelming.
54:51
That's OK, because this is something that took us a good
54:55
minute to be able to get clarity on.
54:57
As I said, this was something that I built alongside again,
55:00
the added pieces in the last year that I've been working on
55:03
for probably like five years now in the sense of refining the
55:07
elements of. And so I think it is really,
55:09
really important that you also recognize this is going to get
55:12
easier the more reps that you put in and the more times that
55:17
you actually execute this. So this is like of marketing.
55:21
If I was going to give you like my master class with like the
55:23
ITI way of marketing, this is like stage 1 of basically
55:26
getting an understanding of how to get consistency.
55:29
After this, we go into data, we go into understanding and
55:32
identifying your buyer types. We go into all of the other
55:36
pieces that are after you put up the post.
55:38
That's its own whole separate thing.
55:40
But for today, this is really a matter of giving yourself
55:43
structure and intention and yeah, like a fundamental
55:47
framework to operate from. So you kind of have a basis to
55:50
know why things are working or why they're not working in your
55:52
business and in your marketing. So all about to say, I know that
55:57
so many people nerd out on marketing and messaging.
55:59
And so this is something I would love to give you the inspiration
56:04
and the homework of going and trying to press.
56:05
Go on, take a step of it. Take maybe phase one or phase
56:09
two. Maybe you want to just start
56:11
planting scripture statements as one of the first pieces that you
56:13
integrate. Take a nugget of this, take a
56:15
little bite off of of this and say, OK, great, I'm going to
56:17
start to integrate that into my stuff to try to get some
56:20
consistency there. And I really am excited to see
56:22
us take shape for you because I've seen us do absolutely
56:25
monumental things for our clients.
56:28
And I know what this can do if you were to master this and
56:30
start to integrate it for yourself.
56:31
So hope today's episode was helpful for you on all things
56:35
marketing. And as always, you guys, if you
56:36
have questions on anything, if you're kind of like, hey, you
56:40
know, wondering about the following or you want to follow
56:42
up on today, or maybe you just even had a point of clarity
56:45
listening and you're like, I realize that maybe I've been
56:47
doing this the whole time on some of these pieces and I
56:49
didn't even realize. Now I have an intention around
56:52
it. You know that I love to hear
56:54
from you. And so any feedback and any
56:56
discussion or insight you have, I'm always excited to dive in
56:58
with you. So all that to say, I hope you
57:00
have an amazing rest of your week.
57:02
And, as always, stay ambitious.