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Chosen of right client ways · We can build our mental health naturally

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  Speaker 1: Most people who are struggling to get clients believe they
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  Speaker 1: have a marketing problem. Whether you're running an agency, coaching
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  Speaker 1: business owners, doing consulting, or offering any kind of service,
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  Speaker 1: the instinct is always the same. You think you need
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  Speaker 1: a better funnel, or better ad strategy, or more followers,
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  Speaker 1: or a different niche. So you go looking for the
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  Speaker 1: next tactic, the next hack, the next tool that promises
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  Speaker 1: it's finally going to fix everything. But that search never ends,
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  Speaker 1: because tactics aren't the problem. Let's be honest for a second.
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  Speaker 1: You probably already know more than enough to get clients.
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  Speaker 1: You've watched the videos, you've taken the courses, you've consumed
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  Speaker 1: more marketing advice than most people will in a lifetime.
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  Speaker 1: And yet, the clients still aren't showing up consistently. This
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  Speaker 1: means you don't have a knowledge problem. You actually know
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  Speaker 1: more than enough already. What's missing is clarity. You see,
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  Speaker 1: there are really only three things a potential client needs
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  Speaker 1: to understand before they'll hire you. Just three. And when
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  Speaker 1: all three are crystal clear, getting clients stops being this
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  Speaker 1: massive uphill battle. It starts feeling almost automatic. But when
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  Speaker 1: even one of those three things is even just a
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  Speaker 1: little bit fuzzy or unclear, everything breaks down. And the
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  Speaker 1: worst part is, you won't know which one is the problem.
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  Speaker 1: You'll just feel like, Marketing doesn't work for me. So
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  Speaker 1: let me walk you through each one of these three
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  Speaker 1: things now, starting with the who. Which is, who exactly
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  Speaker 1: do you help? Now, I know you've heard this before.
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  Speaker 1: Pick a niche, and your eyes probably just rolled into
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  Speaker 1: the back of your head. But stay with me, because
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  Speaker 1: this isn't the generic advice that you've been given a
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  Speaker 1: thousand times before. Most people answer this question just way
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  Speaker 1: too broadly. saying things like, I help businesses grow, or
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  Speaker 1: I work with entrepreneurs, or I'm a marketing consultant. But
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  Speaker 1: all of that is what I call marketing camouflage, because
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  Speaker 1: it makes it impossible for a client to differentiate you
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  Speaker 1: from pretty much anyone else out there. And when you
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  Speaker 1: blend in like that, you just get ignored. Here's what
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  Speaker 1: I mean. Imagine for a second you're at a dinner party,
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  Speaker 1: and someone asks what you do. If you say, I
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  Speaker 1: run a marketing agency, you'll get a polite nod, and
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  Speaker 1: the conversation moves on. Nobody's going to remember that tomorrow.
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  Speaker 1: Nobody's going to tell their friend about you or this
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  Speaker 1: amazing marketing agency owner that they met at a party.
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  Speaker 1: But if you say something more specific, say something like,
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  Speaker 1: I help local service businesses get booked out three months
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  Speaker 1: in advance without running ads, well, something completely different happens
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  Speaker 1: because you've now painted a clear picture in their head.
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  Speaker 1: So their brain immediately goes to someone they know. So
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  Speaker 1: they say something like, oh, my friend runs a plumbing
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  Speaker 1: company and he's always complaining about leave. You should talk
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  Speaker 1: to them. That's what clarity does. It makes you referable
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  Speaker 1: and referability is one of the most underrated client acquisition
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  Speaker 1: tools there is. So here's what I want you to
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  Speaker 1: build right now. I call this the clear offer formula
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  Speaker 1: and it goes like this. I help X with Y
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  Speaker 1: so they can see without W. So X is your
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  Speaker 1: specific market. Y is the problem you solve. Z is
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  Speaker 1: the outcome they actually want. And W is the thing
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  Speaker 1: they hate doing or want to avoid. Let me give
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  Speaker 1: you a couple of examples here though, to really help
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  Speaker 1: drive this home. Here's what this might look like if
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  Speaker 1: you're running an agency. I help chiropractors get 20 new
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  Speaker 1: patients a month so they can fill their schedule without
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  Speaker 1: spending more hours on social media. Or if you're a
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  Speaker 1: business coach, it might look something like this. I help
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  Speaker 1: online coaches package their expertise so they can sell premium
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  Speaker 1: programs without doing free discovery calls all day. The key
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  Speaker 1: to finding your unique angle is just to fill in
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  Speaker 1: those four blank letters, X, Y, Z, and W. And
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  Speaker 1: I mean actually fill them in, like write it down,
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  Speaker 1: say it out loud, whatever you need to do. Because
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  Speaker 1: this sentence is what makes you referable instead of forgettable.
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  Speaker 1: And if you're not sure how to narrow down your market,
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  Speaker 1: just ask yourself this. Who have I already helped get
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  Speaker 1: a result? Well, that's your who for now. Start there,
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  Speaker 1: don't overthink it. So now they know who you're for,
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  Speaker 1: but that's not enough because even if someone hears your
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  Speaker 1: who and thinks, hey, that's me, they still won't hire
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  Speaker 1: you until they really feel the problem. So that brings
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  Speaker 1: us to the second piece, the what. What problem do
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  Speaker 1: you actually solve? And this is where things get interesting
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  Speaker 1: because most people describe their services instead of describing the
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  Speaker 1: problem they solve. But those are two very, very different things.
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  Speaker 1: Here's what I mean. If you run an agency, you
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  Speaker 1: might say, I build funnels and run Facebook ads. Or
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  Speaker 1: if you're a consultant, it might be, I help with
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  Speaker 1: business strategy and operations. So that's what you do. The
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  Speaker 1: problem is the business owner sitting across from you doesn't
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  Speaker 1: wake up in the morning thinking, I really need someone
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  Speaker 1: to build me a funnel. They wake up thinking, Why
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  Speaker 1: am I not getting any leads? I'm posting content, I'm
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  Speaker 1: doing all the things, and the phone still isn't ringing.
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  Speaker 1: That is the problem. They're still not getting any leads
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  Speaker 1: despite feeling like they're doing everything right. And your service
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  Speaker 1: is the solution to it. But they don't care about
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  Speaker 1: your solution yet. They care about the pain that that
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  Speaker 1: problem is creating. And here's the psychology behind why this
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  Speaker 1: matters so much. Imagine I hand you $ 100. Feels pretty good, right? Well,
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  Speaker 1: now imagine that you already have $ 100, but you're about
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  Speaker 1: to lose it. a completely different feeling, way more intense. Dr.
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  Speaker 1: Daniel Kahneman's research showed that people feel losses roughly twice
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  Speaker 1: as intensely as equivalent gains. That is loss aversion, and
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  Speaker 1: it's running in the background of every buying decision your
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  Speaker 1: potential clients are making. So when you describe the problem
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  Speaker 1: you solve, you're speaking to a much stronger motivational drive
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  Speaker 1: than when you describe the service that you offer. This
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  Speaker 1: isn't about being negative or being fear-based. This is about
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  Speaker 1: being specific about the pain that you eliminate. So here's
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  Speaker 1: a quick exercise. Dig whatever you normally say about your
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  Speaker 1: business and rewrite it leading with the problem instead of
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  Speaker 1: the service. Sounds a bit confusing, though, so let me
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  Speaker 1: give you an example. Instead of saying, I build funnels
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  Speaker 1: and run ads, try, I help gym owners who are
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  Speaker 1: wasting money on ads that don't convert, figure out what's
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  Speaker 1: actually broken and fix it. Or instead of, I do
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  Speaker 1: business coaching, try, I help consultants who are stuck under
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  Speaker 1: 10K a month, figure out why they can't break through
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  Speaker 1: and build a system that gets them there. And you
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  Speaker 1: can hear how different those sound, right? The first version
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  Speaker 1: describes what you do, but the second version describes what
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  Speaker 1: they're feeling. And the second version is what makes someone
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  Speaker 1: actually lean forward and say, tell me more. Maybe not
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  Speaker 1: my creepy voice though. So here's the test for your what.
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  Speaker 1: When you describe what you do, does the other person
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  Speaker 1: lean forward and say, how do you do that? Or
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  Speaker 1: do they say, nice, and then start aggressively scanning the
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  Speaker 1: room for more interesting people to talk to? If it's
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  Speaker 1: the second one, you're describing your service, not the problem. Now,
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  Speaker 1: the third piece is the one most people completely miss.
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  Speaker 1: And honestly, this is the one that separates people who
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  Speaker 1: get clients consistently from people who struggle endlessly, wondering what
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  Speaker 1: they're doing wrong. This is the how. How do you
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  Speaker 1: solve the problem differently than everyone else? Because here's the thing.
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  Speaker 1: If you're running an agency, there are thousands of other agencies.
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  Speaker 1: If you're coaching, there are even more coaches. If you're consulting,
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  Speaker 1: same thing. Huge market, tons of competition. So when all
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  Speaker 1: you say is, I help businesses get more clients, you're
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  Speaker 1: placing yourself in a bucket with a million other people.
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  Speaker 1: And the client's only option at that point is to
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  Speaker 1: compare you on price, which is a race that you
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  Speaker 1: never want to be in. But when you have a methodology,
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  Speaker 1: a framework, a specific process that is yours, everything changes.
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  Speaker 1: You stop being compared because there's nothing to compare you to.
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  Speaker 1: And I'll tell you this from personal experience, because I
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  Speaker 1: learned this the hard way. Over 10 years ago, when
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  Speaker 1: I first started out, I was calling myself a digital
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  Speaker 1: marketing consultant. I was telling people I help businesses with
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  Speaker 1: their marketing, and I was getting absolutely nowhere. But I
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  Speaker 1: was having a lot of conversations with business owners. And
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  Speaker 1: when I finally started to actually pay attention to what
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  Speaker 1: they were saying and what they actually wanted, I started
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  Speaker 1: to notice something. At that time, what they actually wanted
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  Speaker 1: help with wasn't general marketing. It was social media. And
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  Speaker 1: when I dug a little deeper, it wasn't even all
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  Speaker 1: of social media. It was Facebook specifically. And when I
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  Speaker 1: dug even deeper than that, the thing that they really
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  Speaker 1: wanted someone's help with was someone to run their Facebook ads. Now,
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  Speaker 1: it took me a lot longer than I would like
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  Speaker 1: to admit to finally see that. I was stubbornly hanging
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  Speaker 1: on to my broad positioning because it felt like narrowing
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  Speaker 1: down meant that I was going to be leaving money
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  Speaker 1: on the table. But when I finally started listening to
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  Speaker 1: people that were way smarter than me and took their advice,
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  Speaker 1: I made the shift. First, from general marketing to social media,
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  Speaker 1: then from social media to Facebook, and then from Facebook
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  Speaker 1: to Facebook ads specifically. Let's slow this down, though, because
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  Speaker 1: this is where most people miss it. When I was
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  Speaker 1: a digital marketing consultant, I was barely scraping by, making
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  Speaker 1: maybe $ 3, 000 or $ 4, 000 a month. But when I got
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  Speaker 1: crystal clear on my who, my what, and my how,
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  Speaker 1: and started positioning myself specifically as the person who runs
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  Speaker 1: Facebook ads for businesses focused on getting more clients, that
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  Speaker 1: same agency went to around $ 27, 000 a month within just
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  Speaker 1: a few months of making that shift. then went on
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  Speaker 1: to generate millions from there. Same me, same skills as before.
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  Speaker 1: I didn't suddenly get better at marketing overnight. I just
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  Speaker 1: got clear. And clarity is what made people choose me
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  Speaker 1: over everyone else because I wasn't everyone else anymore. I
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  Speaker 1: was the Facebook ads guy for people who wanted more clients.
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  Speaker 1: And here's why it works. When you have a named framework,
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  Speaker 1: a specific methodology, people aren't choosing between you and another
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  Speaker 1: generic consultant anymore. They're choosing whether or not they want
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  Speaker 1: your specific process or not. It's a completely different decision.
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  Speaker 1: It's no longer you versus thousands of other people. It's
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  Speaker 1: you versus not having you. Think about it. You don't
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  Speaker 1: compare a Big Mac to a Whopper on a price
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  Speaker 1: per ounce basis. Despite both being burgers, they're different things
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  Speaker 1: from different places. That's what a named methodology does for
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  Speaker 1: your business. It makes you incomparable. So, let me show
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  Speaker 1: you how to actually name yours right now, because this
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  Speaker 1: is simpler than most people make it. Step one, write
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  Speaker 1: down the steps you already walk clients through. Most people
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  Speaker 1: have three to five steps they use pretty much every time,
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  Speaker 1: they just never really formalize them. Now, side note here,
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  Speaker 1: if you've got like 15 to 20 steps, then you're
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  Speaker 1: gonna wanna combine a few and get it down somewhere
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  Speaker 1: between three and seven steps. Step two, pick a word
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  Speaker 1: that describes what your process does. Something like method or
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  Speaker 1: system or formula, code, blueprint, framework. Just pick one that
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  Speaker 1: sounds like it fits. You can always change this later.
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  Speaker 1: Step three, add a word in front of it that
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  Speaker 1: captures either the transformation or the core idea. It sounds
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  Speaker 1: like the most confusing part though, but once you actually
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  Speaker 1: see it in action, it's actually pretty simple. So let
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  Speaker 1: me give you a couple examples. So if you're a
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  Speaker 1: financial advisor who helps clients through a five-step retirement planning process,
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  Speaker 1: that might become the retirement clarity method. If on the
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  Speaker 1: other hand, you're an agency that takes businesses through an audit,
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  Speaker 1: a build, and an optimization phase, That might be the
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  Speaker 1: growth engine system. If you're a coach who helps people
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  Speaker 1: through a specific mindset and strategy sequence, that could be
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  Speaker 1: the momentum blueprint. The name doesn't need to be clever.
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  Speaker 1: It just needs to be yours. And the moment that
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  Speaker 1: you name it, you own it. And the moment you
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  Speaker 1: own it, you stop being compared. So when someone asks
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  Speaker 1: how you work with clients, instead of just listing off
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  Speaker 1: what you do, try saying something like, I use a
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  Speaker 1: process called your framework name. It works in number, phases,
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  Speaker 1: and then walk them through it briefly. That one sentence
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  Speaker 1: changes the entire conversation. Now let me show you how
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  Speaker 1: all three pieces work together on an actual page. Let's
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  Speaker 1: say you're a web designer who helps dentists. Your headline
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  Speaker 1: might be something like, stop losing patients to the practice
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  Speaker 1: down the street. That's your what doing its job, leading
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  Speaker 1: with the problem that they actually feel. Your sub-headline would
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  Speaker 1: be something like, we help dental practices in competitive markets
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  Speaker 1: fill their schedules using their existing website instead of ads.
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  Speaker 1: That's your who filtering the right people in. And then
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  Speaker 1: the body of your page walks them through your specific
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  Speaker 1: three-step process. Something like the patient pipeline. That's your how
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  Speaker 1: eliminating the comparison trap. Do these things and now they're
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  Speaker 1: not comparing you to every other web designer on the internet.
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  Speaker 1: You're the person who solves that's problem for that specific
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  Speaker 1: market using that specific method. It's very specific. Same potential client,
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  Speaker 1: but now instead of scanning your page and leaving in
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  Speaker 1: three seconds, they're nodding along. They're seeing themselves in it,
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  Speaker 1: and they're actually looking for the button to book a call.
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  Speaker 1: So here's a page I put together using that exact
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  Speaker 1: dentist example. This is HighLevel, which is the software I
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  Speaker 1: use to run basically my entire business. You've got your
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  Speaker 1: problem first headline up top, your who filter in the
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  Speaker 1: sub headline, and then the body walks them through your
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  Speaker 1: name framework step by step.