Latest / Ambitious Podcast / People Are Watching, Saving & Engaging. So Why Is Nobody Buying?

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People Are Watching, Saving & Engaging. So Why Is Nobody Buying? · Ambitious Podcast

0:00
Nobody wants to be in the business of convincing people to
0:02
invest, convincing people to buy.
0:04
You've got people watching, you've got people engaging,
0:06
you've got people circling, but you don't have that translating
0:08
into clients or customers. It's about the fact that you
0:12
have not created demand within your audience.
0:14
You have only put a call to action up and called it selling.
0:18
We want our marketing to have someone already knowing.
0:21
This is a problem I have, this is a problem I want to solve.
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This is a problem I want to solve with her and with her
0:25
service. If I was ever going to take
0:27
notes, it'd be on this section. OK, The reason someone will
0:30
consume you and never buy from you is because you're telling
0:33
them what, but you're never telling them why.
0:37
If you do not have demand and your competitor does, over the
0:39
next three years your competitor will do two to four times the
0:42
amount of sales that you will simply based on the fact that we
0:46
don't know how to create demand. When you can solidify demand,
0:49
then you honestly have a much easier time.
0:52
I'm talking almost effortless when it comes to selling because
0:56
you're not hoping people want it.
0:58
You know they want it. You will see people going from
1:01
this is so helpful to how do I work with you.
1:03
This is what happens when you create demand.
1:05
Hello and welcome back to Ambitious.
1:07
Today we are talking about something that every business
1:11
has to master. If you are somebody who wants to
1:13
see consistent and scalable sales inside of your business,
1:17
have you ever felt like you can sell a lot of spots into a
1:22
service and offer a program when you're in the middle of a
1:26
promotion, when you're in the middle of a launch, maybe you're
1:29
in the middle of something like a Black Friday and you feel like
1:32
in these peak moments of promotion that you can sell tons
1:36
of spots into your service. Or maybe you feel like you need
1:39
a discount or you need a limited time offer or limited spots
1:43
available. And only then when you do those
1:46
different tactics, do you actually start to see your offer
1:49
move. Well, the question becomes, if I
1:52
asked you, could you consistently sell out your offer
1:55
without needing to add some of those different tactics?
1:59
Could you? And if your confidence level
2:02
follows it, anything under, I'm 90% confident that I could do
2:05
that or 100% confident, then that's why I want you to really
2:09
pay attention to what we're going to be talking about today,
2:11
which is all about how to create intentional consistent demand
2:16
for your offers. One of the things that so many
2:19
business owners come to me with is the fact that they don't want
2:21
to have to launch. They don't want to have to offer
2:24
a discount or say 3 spots only when they're like, I kind of
2:28
actually have 13 spots, 30 spots that I could enroll into this.
2:33
And there starts to become this question of, well, if I don't do
2:36
those, my offer just doesn't sell.
2:38
And I don't know how to create interest and demand in my offer
2:43
without using those tactics. And so that is what I want to
2:46
teach you. So today we're going to be going
2:47
through a couple different things.
2:49
I'm going to explain first what it really means and what it
2:52
really looks like to have offer demand, meaning people wanting
2:57
and looking for and seeking for your offer day in, day out
3:01
without you necessarily needing to launch.
3:03
We're also going to go through what I consider to be the four
3:06
demand killers, meaning things that you may be doing in your
3:10
current offer, in your current marketing, in your current
3:13
approach that actually could be decreasing your demand versus
3:17
increasing it. And I'm also going to be
3:19
teaching you my what I consider to be like demand structure
3:23
framework, which is really the core ingredients that you're
3:26
going to want to make sure that you have in your marketing as
3:30
much as possible to maintain and increase your overall offer
3:34
demand. So with all those being said,
3:37
let's get into it. So first, we should start off
3:47
with what demand actually is, right?
3:51
Because many of us think about when we create an offer we all
3:55
know as business owners and frankly as anybody who's ever
3:58
created any product or service anywhere, the basis of something
4:01
you'll hear often is this classic phrase of supply and
4:05
demand. And so many of us as online
4:08
services are really excited to create something, which is IE
4:12
the supply. You have this cool new offer
4:15
that you want to create, or you maybe see this new experience
4:20
that you're like, man, I could really help my clients to be
4:22
able to do ABC, but I don't have an offer for that.
4:25
So I'm going to go make an offer for that.
4:26
And that's going to be the thing that we launch.
4:29
And So what you do is you focus so much on the supply, you focus
4:33
on the cool idea. You have the thing that you feel
4:36
like nobody's doing in the market and you really nerd out
4:39
on what is my next offer going to be?
4:42
But the thing that many people don't ask themselves, which is
4:44
actually probably one of the most important things to any
4:47
offer that you create actually doing well is do you actually
4:52
have demand? And is the thing that you're so
4:55
excited to create actually something that is in demand with
5:00
your audience or in demand with your market?
5:03
And so one of the things I look to ensure anytime I'm helping a
5:07
business and they want to come up with something new is to say,
5:10
are we doing this because we're really nerding out on, oh, I
5:13
really want to supply this to people because it's what I love?
5:16
Or are we doing this because we feel like we have determined
5:20
that there is a demand for this kind of offer, that people are
5:23
asking for this, they need it, they want it.
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I've got data to back this up. And when you can solidify
5:30
demand, then you honestly have a much easier time.
5:34
I'm talking almost effortless when it comes to selling the
5:38
offer, the service that you created.
5:39
And that's because you're not hoping people want it.
5:42
You know they want it. You're not hoping people need
5:45
it. You know they need it.
5:47
And that's really a core ingredient on anything you make.
5:50
It does not matter the price tag, the deliverables, the
5:54
features of what it comes with. You must have demand.
5:58
So the question is, when creating an offer, do we have
6:01
demand? But the most important thing
6:03
when scaling the business, so not just creating it, but
6:06
scaling it, maintaining that consistent income, that
6:10
consistent revenue time after time is how do we ensure that we
6:14
don't only look to confirm demand when we create something,
6:18
but how do we ensure that we actually sustain demand, Meaning
6:21
that we are creating constant people wanting to solve this
6:25
problem, constant people interested.
6:28
And yes, I need this and I need it now.
6:30
And so that's what we're going to be talking about today.
6:32
So if you are someone who feels like your demand or the level of
6:37
interest that you have in a given service or offer is there
6:41
and then it's not, it's often because you have probably in
6:45
your mind classified demand as something that's more of a event
6:51
more than it actually is an ecosystem, OK?
6:54
So many of us think, OK, I'm going to create a lot of people
6:57
who want this software, a lot of people who are interested in
6:59
this and I'm going to use a campaign, an event, a launch, a
7:04
promotion to facilitate that. But what we really want to be
7:08
doing is we want to create an ecosystem.
7:10
We want to create that same energy that you have during a
7:14
limited spots available or during, you know, the time we've
7:17
got countdowns on your emails. We want to create the exact same
7:20
experience every single day within your marketing.
7:23
And so many of us then go to the question of, well, how do I do
7:27
that? And So what we want to first
7:31
look at is what we might perceive to be the look of
7:35
demand, right? If you put bait into the water
7:38
and you see lots of fish, you could perceive there's lots of
7:44
demand, meaning that there's, I have this supply of my bait and
7:48
there's thousands of fish that are surrounding this bait.
7:53
That's how some people perceive demand, which is the fact that
7:56
there's general people that are surrounding it.
7:59
So of course people want it. Here's the thing, if you don't
8:03
have the right bait, you actually will never get a fish
8:07
to bite on it. And so this means that if you
8:10
have this thing that you put out to your audience, visibility,
8:14
meaning just sheer numbers of people are not the equivalent of
8:18
demand. Demand is actually a matter of
8:21
people being bought in, people being interested, people taking
8:25
a bite at what bait you've put into your marketing or into the
8:30
online ecosystem. So they really are two different
8:33
things. And so demand is really when
8:35
your audience basically has already decided before the sales
8:40
process that they know that they want what you're offering.
8:45
And this is something that everybody wants, right?
8:47
Every single person that I talk to, regardless of the size of
8:50
business is like, I want people who come in pre sold.
8:54
I want people who already know that they want to work with me,
8:56
who know that they're ready to move.
8:58
That's who I want to be working with.
9:00
And all of us want that. But we again have this question
9:03
of how do I create that? So one of the ways we're going
9:06
to talk about today is actually how to use your marketing to
9:08
establish that. And that's because your contents
9:11
job is to make people feel so seen, so acknowledged, to feel
9:17
so activated from what you're putting out that your offer,
9:21
your sale, if you will, is something that doesn't feel like
9:25
we're convincing them to buy from us.
9:28
We're not trying to get them to say like, see, This is why you
9:30
should work with me. We want our marketing to have
9:33
someone already knowing this is a problem I have, this is a
9:36
problem I want to solve, this is a problem I want to solve with
9:39
her, and this is a problem I want to solve with her and with
9:42
her service. So that when they inquire, you
9:46
feel like you're more answering any questions they might have or
9:50
simply guiding them to taking that next step versus feeling
9:54
like we're convincing people. Nobody wants to be in the
9:57
business of convincing people to invest, convincing people to
10:00
buy. And so there's actually a
10:02
McKinsey study that basically talks about the fact that brands
10:05
that maintain consistent demands throughout marketing, meaning
10:09
that they don't just rely on spikes.
10:11
They don't rely on just a launch twice a year.
10:14
They don't rely on, you know, just a campaign once in a while.
10:18
The people that are having consistent sustainable demand
10:22
actually outperform on revenue because they do two to four
10:26
times the level of revenue of their competitors who haven't
10:29
mastered demand. Let me just reinstate that for
10:34
you. If you do not have demand and
10:37
your competitor does, over the next three years, your
10:39
competitor will do two to four times the amount of sales that
10:42
you will simply based on the fact that we don't know how to
10:46
create demand, which is why this is so important for us to learn.
10:48
And I want to also like break the 4th wall here for a second
10:50
as to why this is. I myself, I don't know if you
10:53
feel like this, but there's so many people on the Internet who
10:57
have beliefs about everything. Everybody has a perspective
11:00
about something. Everyone says like this is the
11:02
thing that matters and this is the thing that you should care
11:03
about. And I don't know about you, but
11:05
I feel like for me, I go to like, I feel like everyone says
11:09
like, this is the one thing you need, right?
11:11
So when I hear that or when I see that, I sometimes go to
11:15
myself, like, OK, like tell me the facts.
11:17
And I feel like from a data perspective, I'm a nerd in that
11:20
bucket because I like to have evidence.
11:24
I like to have facts to reinforce what I feel like
11:27
matters in business. And so the reason I show these
11:29
stats with you, by the way, on any episode you've ever listened
11:32
to on Ambitious is for that reason, because I want you to
11:35
know this is not just me, Kate, telling you that this matters.
11:39
There are large businesses. There are massive studies of
11:42
businesses, of entrepreneurs, of startup companies that literally
11:47
validate how important this is. HubSpot also very popular that
11:51
many of you guys know about. HubSpot also did a study and it
11:54
quoted an article. 95% of your audience is not ready to buy at
11:59
any given moment. 95%, OK, 95%, we're going to come back to
12:05
this. If all your content is value or
12:08
pitch, it means that you are ignoring the 95% who need to be
12:12
moved into a buying position, meaning that they need to be
12:16
shifted as a result of increasing demand.
12:19
So what this means is I think a lot of us when we go into our
12:22
marketing or we frankly put out any marketing online, we have
12:25
this belief that of course what people are following me, they
12:29
want to buy from me. Like of course, if they're
12:31
following me, they want to invest with me.
12:34
And they may see you as credible, they may see you as an
12:37
authority, they may see you as somebody that they think is
12:39
really knowledgeable. But that doesn't necessarily
12:42
mean or equal to the fact that they're ready to spend, that
12:46
they're ready to invest. And So what we want to talk
12:48
about today is the fact that we need to look at demand as a
12:51
daily practice, not a launch strategy, OK.
12:55
So demand is a daily practice. It is not a launch strategy and
13:00
a lot of us will talk about with marketing these things that we
13:04
need to do every day, every week consistently within our
13:08
marketing. And so I want you to put demand
13:10
at the top of your list saying am I when I am marketing
13:14
day-to-day, week to week, do I feel like I am doing what I need
13:18
to be doing to create consistent demand?
13:21
And if you haven't or you're not sure if you have, I want to
13:24
break down today, what are the four demand killers and really
13:27
frankly, what are the core things that are going to
13:30
decrease or kind of remove demand?
13:32
And I also, we want to give you something you can tangibly do
13:35
within your marketing that will help you to actually generate
13:37
and create demand. So first, let's look at the
13:40
things that we don't want to be doing, OK, the things we want to
13:42
be avoiding in our marketing, generally speaking, if we want
13:46
to be creating more demand. So this is one of the things
13:49
that I see a lot of and I feel like I'm constantly reminding
13:52
people of this, which is the what I consider to be kind of
13:56
like the proof plateau, which is the fact that you have wins, you
13:59
have testimonials, you may even have just things that clients
14:04
have shared. Think about a meeting you've
14:05
been on where a client said, hey, also want to tell you about
14:08
a win I had. Or you have a client that says,
14:12
hey, you know, wanted to send you a screenshot of something
14:14
that's happened for us. Or hey, I love working with you
14:17
and with your team for the following reason, right?
14:20
So we have these insights from our clients, these little
14:24
moments of proof. And what I ultimately see a lot
14:28
of people doing is they just share results.
14:31
They just share the end destination.
14:34
Say your offer is helping someone to lose 10 lbs.
14:37
You're like, see this person lost 10 lbs.
14:39
Or for me in the business space, you'd probably see this more
14:42
than ever. In the business space, people
14:45
will say, you know, I help people to get to 7 figures.
14:47
This client got to seven figures.
14:48
That client got to here and it's all about where they ended up.
14:52
And so it leads people when you only show where they ended up or
14:57
what result they generated, it has people going from, wow,
15:01
that's incredible for them or that's so cool for them versus
15:04
where we want to have them be from a perspective, which is I
15:08
need to get inside that offer. I need to understand what
15:11
they're doing. I need to get access to that
15:13
information. I need to be inside those
15:15
conversations, inside of that room.
15:17
That is something I need to be part of.
15:20
So I want you to think first that with any kind of social
15:24
proof or any kind of proof at all of your offer of your
15:28
service, demand is actually what lives between the gap of where
15:33
she is and where your offer or service is going to take her.
15:38
I don't think nearly enough people and maybe even for you,
15:41
you're thinking, oh, well, I don't really talk about their
15:43
before state that much. I talk about where I got them.
15:46
I want you to think about how often have you marketed where
15:50
they were? How often have you marketed the
15:52
process of their becoming into that version that the person
15:57
ultimately wants? That is just as important.
15:59
And So what we want to do is we want to lead with someone's
16:03
current state first. You want to make people feel
16:07
completely seen, being completely acknowledged, and to
16:11
see themselves within what you're posting or within your
16:14
marketing, whether this is through social media, e-mail,
16:17
blog, podcast, it doesn't matter.
16:20
Delivery. You have to make sure that
16:21
people feel seen in the current state first before you ever show
16:26
the win. And the reason being is many of
16:29
us can see a win of something that someone's established and
16:33
we go, yeah, well, that's nice for her.
16:35
That's great for her. She gets this outcome or she's
16:38
been able to achieve that. But she doesn't know what I'm
16:39
dealing with. She doesn't know about the fact
16:42
that I'm a mom who's got limited hours.
16:44
She probably had access money to spend on this or she probably
16:47
had more time than I do. We can make up all of these
16:51
reasons to not connect to the social proof that you're sharing
16:55
simply based off the fact that you never shared the before
16:58
state. So one of the things that's
17:00
really important with showcasing and creating demand is helping
17:03
people to realize that the end destination they want to get to
17:07
is not only possible for them, but it's also possible because
17:10
the people who are now there are people who are just like you.
17:14
And so that's what we have to make sure we're putting into our
17:16
marketing. OK, so let's get into what I
17:19
would consider to be like demand killer #2 which is what I
17:22
consider to be the invisible offer.
17:24
So Demand killer #2 is the fact that you think you are talking
17:29
about your offer and you're not. You're circling around it.
17:32
I often ask people on calls, I will say, if I had to ask your
17:36
audience what the name of each of your offers is by name, could
17:40
they tell me what the name of it is?
17:42
And I say, you know, scale of 1 to 10, where's your confidence?
17:45
Lie within that? And they'll say something along
17:47
the lines they'll be like a two, maybe a three, right?
17:50
So I want you to ask yourself right now, if I ask your
17:53
audience, how many people in your current audience right now
17:56
could name your offer in detail in the way that you market it?
18:01
How many people would you say, or what percentage of your
18:04
audience do you think could actively tell me the name of
18:07
your offer? And if it's not a high
18:09
percentage, it likely means that you don't actually have the
18:11
offer awareness that you think you have.
18:15
So with offer awareness, the thing that I want to accentuate
18:18
with this is that your audience does not have your offer
18:22
memorized. I can't get over how many people
18:24
assume that their audience knows the name of their offers.
18:28
They are able to say them verbatim.
18:30
They're like, well, I told them it last Tuesday.
18:33
Or, you know, I had a launch two months ago where I was talking
18:36
about it. You want to realize that the
18:38
person who's consuming you is also consuming hundreds of other
18:42
people on the Internet who are also promoting and showing off
18:47
their offers. So if someone can't know what
18:52
the offer is that you have, how can somebody ask to buy it?
18:58
And so this is where again, offer awareness is so important
19:02
because if you are somebody who feels like your, your offer is
19:08
actually not something your audience knows, it means that we
19:11
need to be talking more intentionally about it.
19:13
And there's two ways to technically do this.
19:16
You can be doing this in what I coin or consider to be a more
19:20
direct selling of your offer. And there's also indirect
19:23
selling, meaning if I say like, hey, I have a six month
19:27
mastermind called ITAG Accelerator that is designed to
19:29
help women to go from six figures to multiple six and
19:32
seven figures during our time together.
19:35
That's something that's a very direct selling, right?
19:37
It's a direct mentioning of the offer.
19:40
Now let's go to something a little bit more indirect.
19:42
I might say, you know, I just got off a call with our
19:45
mastermind, ITI Accelerator, and all the women inside who are
19:48
scaling are talking about a really important conversation,
19:51
which is blank. What I just did is I mentioned
19:55
the name of the offer. I mentioned what it was and I
19:58
also mentioned the kind of avatar that was in it and also
20:01
what's going on inside. So instead of me promoting the
20:05
offer, what I've done is I'm seeding the offer indirectly,
20:09
often times in such a storytelling way that nobody
20:11
even really knows that I'm mentioning it.
20:14
But if I was to go a layer deeper and to break the 4th
20:18
wall, it means that if I do that in my marketing, if I do that in
20:21
a storytelling of an e-mail, someone is getting an awareness
20:26
of OK, Mastermind 6 months scaling women.
20:29
Mastermind 6 months scaling women.
20:32
So this is where the offer awareness can be built.
20:35
So I also want to, if your brains going to like, well, I
20:37
don't want to spam people day in and day out with my offer.
20:40
You actually don't need to. What we're looking to do is make
20:43
sure that your offer name is something that is visible or
20:47
that can be made aware to your audience consistently throughout
20:51
your marketing in one way or another.
20:53
Again, whether it is direct or indirect.
20:56
Now what I consider to be like Demand killer #3 is the fact
21:01
that you are positioning by features.
21:04
You are not positioning by the future.
21:08
I still see a lot of brands and maybe even you yourself feel
21:12
like you resonate with this. You talk a lot about the fact
21:15
that your difference factor could be the level of support
21:20
that you give or the access to you, the fact that they get
21:23
calls with you, the fact that they get this like really cool
21:27
audit that you do, the fact that they get this download that you
21:29
provide, right? And so we see what we provide as
21:34
a deliverable and we start to market that believing that
21:36
that's the thing that is our value.
21:39
And so when people talk about all the things that they get to
21:43
do inside of an offer, what I try to accentuate is what they
21:46
get to do with you is not what they desire, right?
21:49
With the features are not what they're buying.
21:52
They're buying the future state of who they get to become.
21:55
They're buying the future state of the results that are possible
21:58
for them. And so no one wakes up thinking
22:01
being like, man, I really need Slack access or like, man, I
22:06
really need the PDF, like I need a module, I need X, whatever it
22:11
may be. They think about the fact that
22:13
they are, you know, for me, they're tired of feeling what
22:17
they're starting over every month.
22:18
They're tired of feeling like they don't know what buttons to
22:22
push or what to say in their marketing or their sales to
22:25
actually get the consistent sales they're looking for.
22:28
They are annoyed of all of the different types of advice, of
22:31
this is the thing that you need to scale, but then also feeling
22:34
like none of it's working even when they've tried it.
22:37
And so when we talk about features, it means we are
22:41
basically telling our audience that what we provide as stuff is
22:46
the reason that they should decide to work with us.
22:49
Whereas when we talk instead about the future state of where
22:52
someone's going to be, it means that we help them to tap into
22:56
that person to realize that working with us is not about
23:00
information. It's also about, in addition,
23:03
stepping into a different identity.
23:05
You're selling and you're promoting the transformation.
23:10
You're not promoting the To Do List of the things they're going
23:13
to be doing inside. And So what I tell people when
23:17
they're looking to market is say sell the person the future
23:21
version of themselves that they're buying into your offer
23:25
wanting to become. So ask yourself right now, like
23:29
with let's just pick one of your offers, OK?
23:32
So pick the one that you feel like the most people are
23:34
investing into, the most momentum has been created with.
23:37
If we think about that offer and we know that that has a lot of
23:40
demand, then what we want to ask ourselves is when someone
23:44
invests into that, what are they actually investing into?
23:47
Who do they want to become? Where do they want to go?
23:50
What are they looking to to step into?
23:52
What's the future state that they're hoping to achieve by
23:56
investing into that offer? And as a second piece, asking
24:00
yourself, are you consistently painting the picture of who
24:06
somebody becomes? Are you actually helping people
24:11
consistently through your marketing to understand the
24:15
identity that they will step into as a result of working with
24:19
you? Because most of us just talk
24:21
about the problems that we solve.
24:23
We give values of I know this information and you know, the
24:26
three mistakes and the four tips and it's all just information.
24:31
But it's not really helping her to say, OK, but where am I going
24:34
to end up? Who am I going to be?
24:36
What am I going to achieve? And so that's something that by
24:40
talking about the future and not the features as kind of a
24:44
principle for you latch onto, that's something that will
24:46
really help her to be OK. That's what I'm getting.
24:49
That's where I'm going to go. If I spend this 10 thousand
24:52
$20,000 with the service, that's the next step of where I'll end
24:56
up. And so the last of the four
25:00
demand killers is what I consider to be the authority
25:03
trap. And we kind of, you know, grazed
25:05
this earlier. Authority means that people
25:09
trust your expertise. And I want to be really honest
25:11
and say it directly. You can be somebody that people
25:14
see as a very intentional, smart, insightful, experienced
25:22
person. They can be like, oh, that
25:24
person is really good at what they do and they may never buy
25:28
from you. And that is because someone can
25:30
see you as experienced, but it doesn't necessarily mean that
25:34
that person sees you as experienced.
25:37
So much so that they need your offer and they have the belief
25:40
of why they need it now, which is demand.
25:43
OK, so I know that this kind of most people think, well, if
25:46
someone sees me as knowledgeable, why wouldn't they
25:48
invest with me? I want you to ask yourself, how
25:51
many people do you ever consume that you've never bought from?
25:55
So maybe you read books, maybe you listen to podcasts, you
25:58
watch creators online, you save their videos, you watch their
26:01
YouTube. Think about right now how many
26:04
people you actively consume that you've never bought from.
26:07
That's not somebody that you consume because you don't think
26:10
that they're the expert in what they do.
26:11
You consume them because you believe that they are the expert
26:13
in what they do, but you're not buying from them because you
26:16
don't have from their brand demand in working with them.
26:21
So demand is the belief that the person who's consuming you needs
26:27
your offer right now. This is really a a shifting of
26:32
their belief system, not necessarily making you somebody
26:35
that they see to be an authority.
26:37
OK. So an authority kind of style of
26:39
marketing or authority style of content is somebody that says
26:43
like, I know what I'm talking about.
26:45
The goal of this is to showcase that you know your stuff, you
26:47
know what you're talking about and you clearly are
26:51
knowledgeable in what you do. Whereas demand style marketing
26:55
is really something that looks at here's what matters for your
26:58
situation right now, here's what you need to know about your
27:02
current situation in this moment versus again, authority, which
27:06
is the things to be aware of with this topic, right?
27:09
So 1 is like helping us again, you'll notice to feel seen, to
27:13
feel acknowledged, to feel shifted in our experience.
27:17
And the other one is just strictly information.
27:20
So when we think about looking at, OK, how can we create
27:24
demand, right? So what are the very specific
27:27
things that we can do as steps to help us to generate demand in
27:31
our marketing? If I was ever going to take
27:33
notes, it'd be on this section. OK?
27:35
So I want to either preface, if you want to make a mental note
27:38
right now for yourself of your notes on your phone of timestamp
27:42
X to come back to this. These are going to be the
27:45
different layers of demand. There are four different layers
27:48
of demand. And I want you, you to think
27:51
about noting down what some of these are or coming back to this
27:55
at a later date to do so, so that you can start to put these
27:58
into your marketing. And here's what I will tell you.
28:00
If you start integrating these four demand structures into your
28:04
marketing today, you will see people going from this.
28:08
So helpful to how do I work with you?
28:10
You will see people going from liking and saving your content
28:13
to DM ING you and asking about application.
28:16
Is the offer open? Do you have spots available?
28:20
And that's because one is getting you people to consume,
28:24
it's getting people to connect, it's getting people to engage.
28:28
And the other one is going to get people to convert.
28:31
Remember, what we're looking to do here is we're looking to
28:33
create demand with these pieces of marketing, meaning moving
28:37
someone from a place of being curious to actually becoming our
28:42
client. That's the intention of these
28:44
four pieces. So as I share these, one of the
28:48
things I want to preface is that this is not all of your
28:51
marketing. So I want to also like plant
28:53
that seed with you. I do not want you to have this
28:57
as the only marketing that you are putting out.
29:00
And that's because if you are somebody who only does demand
29:04
focused content or demand focused marketing, you're going
29:07
to feel like your audience only is getting sold to you in every
29:11
waking moment of the day. And nobody wants that.
29:14
Nobody wants to be part of an audience where someone's not
29:17
actually providing value. Nobody wants to be part of an
29:20
audience that's not actually looking to help and shift
29:23
something within their audience. The people who blend what I'm
29:27
about to teach you of these 4 core layers or pillars alongside
29:32
other marketing for personal brand, for adding value.
29:35
That's the real secret sauce to having a really well-rounded
29:40
online marketing that builds community.
29:42
It builds brand, it builds sales, it builds demand.
29:46
And I share this because I think sometimes there can be this like
29:50
siloed belief around marketing, which is like, I need a content
29:54
calendar, right? Like I just need to have this
29:56
goes out on Monday, this goes out on Tuesday, this goes out on
29:58
Wednesday. And all of us love the rigidity
30:01
of having a structure or sometimes for some businesses,
30:04
which I've seen, unfortunately, is that they will do some of
30:08
these demand pieces of marketing.
30:09
And when they start to do that, they will actually start to see
30:12
sales come from it. So then what ends up happening
30:15
is this classic cause and effect where the person has, you know,
30:19
I pressed this button, Oh my God, last time I pressed that
30:21
button, I had sales come in. So I'm going to press that
30:24
button again and then more sales will come in and then I'm going
30:26
to press the button again and then more sales will come in.
30:29
So sometimes when we're not careful, we will end up pressing
30:33
the sales button over and over and over.
30:36
But it means that while you, yes, may make more sales, you
30:40
also may find that you're killing brand, that you were
30:44
killing your ability to generate community.
30:46
And that's because the only thing that you're doing is
30:49
selling. So this is something that I want
30:51
you to weave into your other marketing that you were doing,
30:55
not to basically scrap everything else that you're
30:57
creating and only do this style. OK, So I want you to picture
31:03
what I'm about to explain to you almost like we're going to talk
31:07
about it almost like building a house.
31:09
OK, So I think about this like building blocks.
31:12
So one kind of leads to the other, and that's why we're
31:14
going to be talking about them in this order.
31:17
So the first being what I consider to be like the problem
31:19
narrative, which is really the foundation of your house.
31:23
You need to spend about 40% more, 50% more time in this
31:29
bucket. And that means that you're
31:32
looking to make sure that we're not vocalizing things in the
31:38
sense of like, for me, it's not like, are you struggling to
31:40
scale? Because that's a category of
31:42
people, people who are struggling to scale as a
31:44
category of people. What we're looking to do is we
31:48
want to get so granular on their specific symptoms, the specific
31:54
moments, the specific experiences, the thoughts, the
31:58
belief, the things they did that didn't work.
32:02
And what I tell people is actually a framework that we
32:04
teach in our mastermind. It's called the 4S.
32:07
And one of the pillars of the 4S framework is literally we help
32:10
clients to like brain dump and use a structure for messaging.
32:13
And one of the four s s is symptoms.
32:16
And the reason that we have that, it's because many people
32:19
in their marketing say, you know, your problem is blank.
32:22
Your problem is blank. And you probably heard me
32:24
mention this on other episodes where I talk with the fact that
32:27
many people in marketing are kind of diagnosing their
32:30
audience. So they're saying like, OK,
32:32
like, you know, you have this problem.
32:34
This is the source of your issues, but the person who's
32:38
coming to you is not coming to you for the diagnosis.
32:41
They're coming to you with symptoms, right?
32:43
So I don't know about you. If you've ever Googled, you
32:46
know, what do these symptoms mean?
32:48
You've got this like crazy list of responses.
32:52
What's wrong with you? What you're doing is you know
32:54
your symptoms. You don't know what's wrong with
32:56
you, but you know what your symptoms are like.
32:57
I have a fever, I have a cough, I have a headache.
33:00
I have, you know, chills. I feel like nauseous.
33:03
You know your symptoms, so if somebody came and said, are you
33:06
somebody who has nausea, maybe you have a little bit of like a
33:10
fever, you've got chills, trouble seeping and you're going
33:13
to be going on and on about these symptoms.
33:16
You would see a piece like that and be like, Oh my God, that's
33:18
literally me. That's exactly what I'm spirit
33:20
saying. What is this thing?
33:22
And when we resonate with the symptoms, it's because we
33:26
actually live and breathe those everyday.
33:28
Your ideal client is sitting in her thoughts, her beliefs, her
33:33
decisions, her choices, her actions, her environment every
33:38
single day. So she's not thinking I'm
33:40
struggling to scale. She's thinking I'm opening my
33:43
Instagram story and I have no idea what to say.
33:45
Or I'm watching other people online who are also posting
33:48
carousels and they're crushing. But mine never do anything and I
33:51
don't know why I'm frustrated. That's what she's feeling.
33:54
She's not feeling I'm struggling to scale.
33:57
So when you put into your marketing these diagnosis right
34:02
this like here's your problem, what it means is it's not
34:05
actually activating her in any way.
34:07
It's not actually making her feel seen and the things that
34:09
she's doing, thinking, believing or experiencing.
34:12
And so the reason that this is one of the first exercises we do
34:15
with every single client that we work with, and that is because
34:19
many people, when we are in our service of serving clients, we
34:23
naturally are in diagnosis. So I want you to almost picture
34:26
yourself like a doctor. You are somebody that is in
34:30
there and you're like diagnosing person A and then person B and
34:32
you're like you're, you're literally OK, this is your
34:35
problem. Take this Med, this is your
34:36
problem. Take this meds and you're
34:39
putting out fires because that's your job.
34:41
That's what you do. You help people, you get a
34:42
diagnosis, you get the medication they need and you get
34:45
them on their way. But the person who's not yet
34:48
invested with you is not somebody who knows what their
34:51
diagnosis is yet. So when you take your delivery
34:55
brain, when you take you and your service, you coaching you
34:58
in a program, you in a done for you agency and you're taking the
35:01
stuff, you talk with clients, what you're doing is you're
35:04
taking someone with a totally different level of awareness and
35:07
that conversation and you're bringing it to your marketing.
35:10
And the person who's consuming it is like, this doesn't
35:13
resonate with where I'm at because she isn't there.
35:15
She's somewhere totally different.
35:17
So what we want to do is we want to actually focus on the things
35:21
that they think that they feel that they experience and that
35:24
they're going through. I will tell you this, the moment
35:30
that someone truly believes that you understand their problem at
35:34
a level that they're like, is she in my house?
35:37
That it's so clear that you get them and what they're
35:40
navigating. When you're able to achieve at a
35:43
certain level of depth, that person will believe that you are
35:47
the person to help them to solve it.
35:49
Why is that? Because the only way that you
35:53
would know the things that they're thinking, feeling,
35:55
believing, or doing is if you really understood them at a deep
35:59
level. And if you understand them at a
36:00
deep level, they believe, which 99% of the time is true, that
36:05
you are there for the person to help them to overcome it.
36:08
So what we're looking to do with the problem narrative, IE the
36:14
foundations of this is that in your weekly, daily, monthly
36:19
marketing that you're putting out, you must consistently ask
36:23
yourself, how am I addressing symptoms?
36:26
And I'm going to like, just be really honest.
36:28
I have to audit this for myself all the time because I live in
36:31
delivery. I live in coaching people,
36:34
giving them answers, solving problems.
36:37
So if I don't reset myself and go into marketing with like, oh
36:40
right, different kind of person, oh right, different level of
36:43
awareness, then it means that I'm going to be taking the
36:46
things I say to clients and I'm putting them on my marketing.
36:49
And so you may feel like you're like, well, Kate, what I talk
36:52
about with clients, I'm putting in my marketing.
36:54
So if my clients are struggling with it, then obviously my
36:57
audience is struggling with it. Yes, they both have the same
37:01
diagnosis, but the person you're working with didn't know that
37:04
that was their diagnosis until they first had a chance to
37:08
explain their symptoms. So what we need to do in the
37:11
forward facing marketing, the forward facing content that
37:14
you're putting, it is you have to make sure that you are
37:17
hitting on these symptoms consistently.
37:18
So you are not describing a person, you are describing an
37:23
experience. OK, I want to make this very
37:26
clear. We are not saying if you are the
37:29
woman struggling to scale, OK, that's a person.
37:32
We are saying if you were the person who's up at 11:00 at
37:36
night trying to program AI because in order to take more
37:40
business, you feel like you have to hire more team members, but
37:44
you don't want to increase your expenses.
37:46
This is for you, right? So it's very specific of what is
37:50
she doing, what is her thought process, what are her behaviors
37:54
and making her feel seen within those.
37:57
The more uncomfortably specific that you can get, the better off
38:00
you're going to be. And here's the thing I want to
38:02
also tell you, previous to AI, you needed to like sit in like a
38:07
Buddha position and think about, OK, like what is my what's my
38:11
ideal client experience? Like what is my ideal client
38:13
thinking through? You don't need to do that
38:14
anymore. You can use market research.
38:17
You can use literally scrubbing the online spaces using
38:21
something like clawed to literally gather this
38:24
information and have it hand delivered to you.
38:27
If it was me, I may or may not go on to Claude and I would have
38:31
it tell you what are the symptoms of my ideal client, And
38:35
I would break them down to these categories.
38:37
I would say, what are the things that she thinks about when she's
38:40
left alone with herself? What are the things that she
38:42
believes to be true that are not necessarily correct about her
38:45
problem? What are the things that she's
38:48
doing day-to-day that if I was a family on the wall I would
38:52
typically see? And what are the actions that
38:55
she's taking currently in an attempt to overcome her problem?
39:00
All of that will give you specifics.
39:03
You'll notice I've chunked it down into thoughts, beliefs,
39:06
behaviours, etcetera. The reason I do that is because
39:10
sometimes people in their marketing will only hit on like
39:12
you believe this, you believe that you believe this, and it
39:15
feels very one tone on the contrast.
39:18
Some people also only talk about what people are doing.
39:20
Like if you're scrolling Instagram looking for inspo, if
39:23
you are someone who's using AI, it's only about behaviors.
39:27
You really want your audience to feel like she knows me.
39:30
You're going to want to make sure that you have a good
39:32
variety of all those pillars I mentioned.
39:35
So we then go into, OK, we have a foundation of we need these
39:39
symptoms. We need that crystal clear
39:41
clarity of exactly what it looks like to be inside of her world
39:44
on a daily basis. But then comes to what I
39:48
consider to be belief, which is the frame.
39:51
When you are somebody who doesn't make yourself the
39:57
obvious choice, it usually means you're only providing value.
40:02
If I could simplify this in like a one line, the reason someone
40:07
will consume you. And never buy from you is
40:09
because you're telling them what, but you're never telling
40:13
them why. And a lot of us here in teaching
40:16
content that we shouldn't be telling people how.
40:18
Like don't tell people how, don't tell people how.
40:21
And actually in the last little bit that's been completely
40:23
flipped on its head because with AI, like news flash, anyone can
40:27
figure out the how. So the how is not actually
40:29
something that you need to be hiding.
40:30
I give all of my best stuff away.
40:32
I tell people all the time, if you listen to the podcast and
40:35
you actually implemented what we teach here, you could easily
40:38
have a 7 figure business. The insight of why someone's
40:42
going to work with me or the inside of why someone's going to
40:44
hire you is not because of the fact of what I teach.
40:47
I have lots that I teach on here.
40:50
It's because I give also the why.
40:53
It's not just about information, it's about insight.
40:56
And this is where many people are missing the mark.
40:59
If you are in your value based content, only talking about the
41:02
what or you're only talking about the how, the big gap that
41:06
you're missing that really helps people to want to learn from you
41:10
and really helps people to want to work with you is the why.
41:13
So thinking about why is their current approach failing?
41:17
And most importantly, why will yours work better or work
41:21
instead? It is not about what.
41:24
It is not about how. It's about why.
41:26
Why they shouldn't be doing what they're doing and why they
41:28
should be working with you. If you can do that and showcase
41:32
that in every valuable piece that you give.
41:34
Here's the greatest part about it is the person who's watching
41:38
you, listening to you, reading from you, they're going to still
41:42
feel like they are getting a lot of information.
41:45
So I tell people as an analogy, think about when your parents
41:50
what's OK, here's what I want you to do.
41:52
I want you to go do this at school, or I want you to go do
41:55
this as a chore, or I want you to go do this thing.
41:58
And they just said here's what she needs to go do.
42:01
That's the what, OK. And if they said, OK, I want you
42:04
to go clean your room, OK, and here's how I want you to do it.
42:08
I want you to make your bed. I want you to put all your dirty
42:10
clothes away. I want you to etcetera.
42:14
That tells us what they want, and it also tells us how they
42:17
want us to do it. Do you feel convicted to clean
42:20
your room? No, because there's no why.
42:23
Why should I clean my room right now?
42:24
Why do I need to do this in this moment?
42:26
Why do I even care about cleaning my room?
42:28
Why does this matter? And so that's when us as the
42:31
little 8 year old, we were like, hey, why, why, why?
42:36
And that's because we need to have the full picture to feel
42:39
mentally invested. So when you want people to be
42:43
invested with you and with you as a brand, you have to give
42:45
them the why. Too many of you are out here
42:47
being like, here's what I want you to do and here's how you're
42:50
going to do it. And you're like, great, why do I
42:51
care? We need to show two things.
42:54
And this is kind of a little framework that I tell to
42:56
clients. There's two ways that you can
42:58
show significance of why. So again, why the current
43:03
approach is going to fail or why it's going to work if they did
43:06
it your way instead. That's an easy way.
43:08
So that's kind of two ways of looking at it there.
43:10
But I, I love an easy acronym that I can recall.
43:12
So I'm going to give this to you in case it's helpful for you.
43:15
I think about all impact or all of the why meaning again, why
43:21
they should care as two buckets. I think about why in the sense
43:25
of a implication, so a negative experience that makes them care.
43:31
Why. So like why you need to know
43:33
about this is because if you don't do this, it ends up here
43:36
somewhere negative, right? So we're looking to have a
43:38
negative impact on them not doing something or on them doing
43:43
something. OK, so that's always like one
43:46
side is the negative, the other side.
43:48
So one's implication and the other one is impact.
43:52
So I say if I'm going to talk about a why in something that
43:54
I'm doing, whether it's on this podcast, if it's in, you know, a
43:58
story I'm doing in a e-mail that I'm writing, when I have
44:02
something going out, I ask myself, what's the why in this?
44:06
Do I want to say a why in the sense of an implication meaning
44:09
something negative? Or do I want to show a why in
44:12
the sense that if they do take action on this or if they do fix
44:14
it, here's where you could end up.
44:16
Here's what could be possible. Here's what results could be
44:19
there. And so that's more of a positive
44:21
lens on the why. So as a simple framework, I use
44:24
implication and impact to be the two ways that I always look to
44:27
plant seeds of why so that people really feel that they can
44:31
see the depth of not just what to care about how to do it, but
44:34
also why it's so significant. So if we think value content
44:39
traditionally, it basically is here's how to build a content
44:43
strategy, right? So here's how to build a
44:45
marketing strategy. Here's how to scale a business.
44:47
It's just the how instead, a kind of more belief rooted piece
44:53
would be talking about. Here's why.
44:55
The content strategy you've been taught is built for audience
44:58
growth and not for conversion. And here's what I look at
45:01
instead. So which piece do you want to
45:03
consume? How to build a content strategy?
45:06
Or here's why the one that you've been taught is actually
45:09
built for audience growth and not for conversion.
45:12
And here's what I look at instead.
45:16
Again, you'll notice the second example, there is more insight.
45:20
We've got very specific of why they should care.
45:23
And we also have what it's going to help them to do, which is
45:26
conversion, right? So this is where, you know, when
45:29
we talk about marketing, marketing has such a big
45:32
umbrella. Oh my gosh, marketing is this
45:34
huge umbrella of media and copy and, you know, pain points and
45:39
buyer types. There's like a million different
45:41
ways that we can talk about marketing, but at the real
45:43
center of all of it, it is messaging.
45:46
And messaging is something that I will tell you is just as much
45:50
a science as it is an art. Meaning when I just outlined
45:54
those two examples to you, you might think, wow, yeah, the
45:57
second one does sound better, but like, how do I create that?
46:00
This is why messaging is so important to master and also why
46:04
sometimes if we're in just like this, rinse and repeat and we're
46:06
just putting out Rep after Rep in our marketing, we're putting
46:11
out or in our our content. When we're not careful, we kind
46:15
of go into the slippery slope of just talking the way that we do
46:18
with clients, which is also why there may not be the demand
46:20
you're looking for when it comes to your offer.
46:23
OK. So then we go into layer three,
46:28
OK, So we've got like the foundations, which is the
46:30
symptoms, we've got the beliefs. So that why and the actual
46:33
understanding of your approach, which is layer 2, that's like a
46:36
frame of your house. Now let's fill it in with some
46:38
walls. OK, So layer 3 is what I
46:41
consider to be more of the identity activation.
46:45
So when you have marketing that goes out, that tells someone
46:48
what to do. We kind of mentioned on this in
46:51
the demand Killers, a lot of people will look at what you'll
46:55
do with them, but not necessarily who they're going to
46:57
become. And when we have identity
47:00
elements, that helps someone to tap into the future version of
47:03
themselves. So the gap between who somebody
47:07
is now and who they are capable of becoming.
47:11
Now, I know when I say this to people for demand, they think,
47:14
well, I do click up builds. How do I tell someone who
47:18
they're going to be as a click up build, right?
47:20
Or I'm somebody who is a podcast editor.
47:24
How do I show someone the future version of me editing their
47:27
podcast, right, 'cause like I'm doing it.
47:30
The thing that we want to look at is where are they now and
47:33
where can they be? How can they be operating?
47:36
How can they be getting results? What could their reality look
47:38
like if they tapped into that future version of themselves?
47:41
So I have an incredible team that helps me with this podcast.
47:45
So I have the absolute pleasure of sitting down recording and
47:48
them basically handling everything else outside of that.
47:51
So I know this example very well.
47:53
And when I think about the fact that I could have been sitting
47:57
here editing my own podcast by myself, which I don't know that
48:00
I would have been very good at, I would be sitting there and I'd
48:03
be figuring out and playing with, you know, D script.
48:07
And I would be trying to, you know, get automations connected
48:10
for our ambitious e-mail and I'd be doing guest reach out and I
48:13
would be doing prepping of notes and I would feel like I was
48:16
drowning in podcast. I would feel like I was drowning
48:19
in, you know, work and To Do List.
48:22
Now I want to paint the picture of where I am now.
48:26
I'm somebody who gets to use this podcast to impact lots of
48:28
people. I get to have incredible
48:30
conversations and have you spend this time with me.
48:33
And I get to do that in a way that allows me to show up each
48:37
week and say, OK, like what would be valuable for you
48:40
listening And what do I feel like can help you this week,
48:43
help you today? I'm able to connect with more
48:45
people. I'm able to talk to incredible
48:47
guests. I'm able to get more content out
48:50
without necessarily feeling like I have to film 60 different
48:53
videos every single week individually, which would be a
48:56
nightmare for me. I'm able to really use this as a
48:59
tool for impact without it necessarily being something that
49:03
puts a lot of heavy pressure on me, and that's something that I
49:08
always wanted. I always wanted to have a
49:09
podcast years ago. I've wanted to have this for so
49:12
long, and the reason I didn't feel transparency is because I
49:16
thought about what it would look like to do it on my own.
49:19
I thought about, you know, what my life would look like to edit
49:22
it on my own or redo guest reach out on my own, all of these
49:25
things. And I thought, you know, I don't
49:27
that doesn't excite me. It it didn't excite me.
49:29
All the editing and everything. And then when I had our team
49:33
come in to like help with, you know, the editing and the
49:37
production of it and the dear Kel's team who's producing this
49:41
and Kelsey G. So 2 Kelsey's Kelsey D and
49:44
Kelsey G on our team who literally is behind the scenes
49:48
bringing all of us to life. When I think about that version
49:53
of how I get to show up versus the version if I did it on my
49:55
own, it's night and day. So it's like, imagine you could
49:58
sit down and you can press a button and your studio would
50:01
turn on and you could sit for one hour and you could talk
50:05
about something that you love or that you're passionate about.
50:07
And then you turn that button off and you don't have to do
50:11
anything until the next time that you sit down.
50:13
Imagine what could happen impact wise with just that one hour a
50:17
week, right? And that's really what I do with
50:19
this podcast. I sit down, my studio's in my
50:21
house and I turn on the button, I record and it sends off to our
50:25
team and everything starts happening after that.
50:27
And so one of the things that I'm doing as I'm explaining this
50:31
to you is I'm painting this picture of who you could become.
50:33
I'm painting this picture of who you could be, the impact you
50:36
could have, the reality and what that could look like.
50:39
And I'm not in that describing. We will edit, we will do this.
50:45
We will write the show notes, we will create the thumbnail, we
50:47
will create the tags. Like you're not getting bought
50:50
in because of the thumbnail. You're getting bought in because
50:52
you're like, wow, I could sit down and press a button and talk
50:55
for one hour a week and be able to have this impact within my
50:59
business. Like, yeah, I want that, right.
51:02
So one example is focused on the future identity of who you could
51:06
be and who you could become. And the other one is focused on
51:09
the stuff that's going to come with the service of, for
51:12
example, a podcast editor. So you want to look at making
51:18
the next version of someone so specific that when they stay
51:24
where they are, it feels like a choice.
51:28
So this is something that I would say is probably one of the
51:33
the easiest things to put into your marketing is just asking
51:37
how often are you actually planting seeds of who she could
51:41
become, of what her reality could look like, of what her
51:44
results could be, of what her day-to-day could shift into
51:48
becoming, of how her mindset could change, of how her results
51:51
could change. And ask yourself how much are
51:54
you actually talking about activating of her identity
51:59
consistently? And if you're not talking about
52:01
the identity component, it is also partially why people are,
52:05
again, not bought in. And that's because if you're
52:09
somebody who doesn't feel like you see a future version, you're
52:12
not going to be bought in the process that's required to get
52:14
there. Now, the last of the four layers
52:17
of demand is something that I would consider to be kind of
52:20
like planting cues for connecting with your offer
52:24
inside of your marketing. So one of the things that we
52:27
need to do is that we need to make sure that people, the
52:31
people that want your offer are actually buying it.
52:35
And if they have an easy path that is so obvious to getting
52:39
what they want in the way that they want it.
52:42
So for example, one of the ways you could do this is what I
52:45
consider to be process content, which is basically what a week
52:50
inside of your experience looks like.
52:53
So what does it look like to be on boarded with you?
52:55
What does it look like to get clarity?
52:57
What does it look like to get results?
52:59
What does it look like to get a strategy?
53:01
You want to paint that clear picture of what exactly does it
53:05
look like to get where this person wants to go?
53:07
What does it look like to start working with you?
53:10
The other one is a client journey style.
53:12
So when you're marketing, looking at, you know, not just
53:15
showcasing your client wins, but again, the full arc of like talk
53:19
about where somebody started, talk about what they worked on,
53:22
where they are now, the results that are possible for them, the
53:25
realities they wake up with day-to-day.
53:28
You also want to talk about objections they have and
53:31
addressing them before that person ever experiences them.
53:36
So like even for me, there's a lot of people that when it comes
53:38
time for summer, they want to kind of have a more chill
53:41
summer. They don't really want to be
53:42
working a lot. They want to maybe even like
53:44
pull back or step back a little bit when it comes to their
53:46
business. And so I could literally in my
53:49
marketing talk about the fact that if you're somebody who's
53:51
thinking I like to slow down for the summers, this is for you.
53:55
Now, she may not have actually said that to me.
53:57
She may not have gone to my DMS and said I'm slowing down for
54:00
the summer. She may just literally be
54:03
thinking this to herself of like, oh, I wonder if I'm going
54:06
to slow down this summer again, or I wonder if I should step
54:08
back a little bit and, and, you know, kind of pull back a bit
54:11
this summer. If that's something that I know
54:13
she's thinking, I want to address it.
54:15
Or if I I know she's thinking about the fact of, you know, oh,
54:18
well, I've done so many masterminds and the last two
54:21
that I did did not get me the outcome that I'm looking for.
54:24
How is this one going to be any different?
54:27
I would put up a post saying, you know, for the woman who's
54:29
done 3 masterminds and said to herself, she swears she'll never
54:32
join a mastermind again. This is for you, right?
54:35
So it really helps people to see, oh, she, she, she's in my
54:39
head. She knows what I'm thinking, she
54:40
knows what I'm experiencing. And also you want to acknowledge
54:45
that the price aspect and anchoring price and also
54:49
anchoring levels of access, right?
54:51
So like for my private coaching, it is not a small investment.
54:55
And I always like acknowledge that to people.
54:57
I'm not going to minimize and be like, oh, it's not that much.
54:59
It's not a small investment. I have a lot of incredible
55:01
private clients that I work with and it's not a small investment.
55:04
And I've acknowledged this to all of them.
55:06
But here's what I also want to say.
55:09
The price is something that I have anchored in my marketing.
55:13
I've talked about the fact that my private coaching is not the
55:17
cheapest coaching you can get on the Internet.
55:19
I've talked about the fact that this is not for the person who's
55:21
just looking For more information.
55:23
I've talked about why without saying directly, here's why my
55:28
private coaching is the price it is.
55:29
I've actually acknowledged the kind of people that are inside
55:32
the kind of results, the kind of things we talk about and the
55:36
outcomes that are possible with the people who are inside that
55:39
offer. So when you think about price,
55:42
people will say, you know, Kate, do I need to put my price
55:44
online? Should I be telling people my
55:46
price? You don't ever want to justify
55:49
your price. You want to anchor in
55:52
understanding of what kind of people are paying that price,
55:57
What kind of results are happening when people spend that
56:00
much? What kind of problems get solved
56:02
when someone spends that much? That's what we're looking to
56:05
plant in the marketing, not, you know, here's why you should be
56:09
spending minimum X on this service, right?
56:12
So we're not justifying, we're planting seeds of the
56:14
possibility of what they could generate, become, solve,
56:19
establish as a result of investing your rate.
56:24
So I should wait maybe until things slow down or things are
56:28
more calm in the business to move.
56:30
I want you to speak to that in your marketing.
56:33
Say it out loud and acknowledge it or I already know what I
56:37
need. I feel like I just need to
56:38
implement it, show her why she needs support.
56:41
Like what I tell people is, and this maybe is not your style of
56:45
delivery, so you don't have to say it this way.
56:47
This is how I would say it when I have someone come to me and
56:51
they say, well, you know, like I have lots of information.
56:52
I've done lots of programs. Like I just don't, I'm trying to
56:54
understand. Like if I need more information,
56:57
I feel like I just need to implement the stuff that I've
56:58
learned. And what I tell people is if you
57:01
just needed to implement the things that you learned, you
57:03
would have already done it by now.
57:04
And if you don't have time to implement the things that you
57:06
have learned, you want to ask yourself why that is.
57:09
Do you have a solution to create capacity to implement?
57:13
So if it's because I haven't had time to implement, that's a
57:16
problem to fix. 2, if you have stuff you haven't implemented,
57:19
why? And 3rd, if you're implementing
57:23
things and you're like, well, it hasn't been working for the last
57:26
three to six months, but I'm really hoping things are going
57:28
to turn. At what point do you need more
57:31
evidence to say that the thing that you're doing is not getting
57:33
the outcome that you want? So it's speaking to the things
57:38
that you know that they're thinking, feeling, experiencing
57:41
in their world right now and actually calling those out
57:45
within your marketing. So what we want to do, again,
57:48
remember it's going to go back to the beginning of these four
57:50
key things to build demand, number one, and these are going
57:53
to be maybe an auditing way for yourself.
57:55
You need to be speaking about the specific symptoms, not
57:59
somebody's problem. Ask yourself how specifically
58:02
are you actually hitting on somebody's symptoms each day
58:05
within your marketing, not just here's your problem 2, You need
58:09
to shift their belief. Don't teach them what?
58:13
Don't teach them how. Make sure you are not delivering
58:16
information, but you're delivering insight.
58:18
So again, help to shift belief patterns, not just necessarily
58:22
saying here's your behavior. This will be your behavior.
58:25
Now tell them why. Make sure that we're hitting on
58:27
insight, not just information. 3rd, activate the identity.
58:32
Do not tell them what you are going to do.
58:34
Tell them who they're going to become.
58:37
Don't tell them what you're going to do.
58:39
Tell them who they're going to become.
58:41
Tap into that future identity, who is the person that they are
58:44
going to become. And lastly, actually acknowledge
58:48
your offer and objections. Acknowledge the process of
58:52
getting started with you, the process of working with you.
58:54
Acknowledge the journey of what it looks like to go from
58:58
starting with you to finishing with you.
59:00
Acknowledge the objections and resistances that they have.
59:03
Acknowledge the fact that the people who pay the prices your
59:06
clients pay actually have results to show for it.
59:09
And here's why, right? Their perspective, what were the
59:12
beliefs they had, the things that they overcame, the
59:15
behaviors they shifted. This is where you're going to
59:17
see the real impact. Now, auditing questions here for
59:22
you. Rapid fire #1 when did you Last
59:26
Post naming the exact lived experience of your ideal client?
59:31
Not this is your problem. Not if you're someone looking to
59:35
scale. I'm talking about the moments,
59:37
the day-to-day beliefs, thoughts, perspectives,
59:40
behaviours, realities that they're experiencing.
59:43
What was the last time you did that?
59:45
Look back on last week's, maybe the last five, seven days of
59:48
things you've posted. How many of those are granular
59:51
about their experience? 2 How many times in the last
59:55
seven days can you actively see that you mentioned your offer by
1:00:00
me? And just take a quick second, if
1:00:02
you had a count, how many times in the last seven days have you
1:00:06
actively acknowledged and spoken the name of your offer?
1:00:11
Third. If someone was to binge your
1:00:15
last 20 posts on any given marketing platform, would they
1:00:18
know what you sell, why it's different, or would they just
1:00:22
see you as really valuable, really an expert of what you
1:00:26
talk about, or really clearly has expertise?
1:00:30
And lastly, which demand layer of these 4 is your content
1:00:35
heaviest in? So of all the content and
1:00:39
marketing that you put out, which of these four would you
1:00:41
say is the one that you're more dominant in?
1:00:45
OK, Is it symptoms? Is it the identity?
1:00:49
Is it the fact that somebody you know has more of the actual
1:00:52
understanding of the process and the reality of what it's like to
1:00:56
work with you? Is it the why, the insight?
1:01:00
So ask yourself really quickly if I had to audit the last week
1:01:03
of my marketing, I think most of mine are blank.
1:01:07
OK, Which one would you say is most lacking inside of your
1:01:13
marketing? So is it?
1:01:15
I don't really talk about my offer.
1:01:17
I don't help them talk about their identity of who they'll
1:01:19
become. I don't talk about X.
1:01:22
What are those pieces that we need to have in there?
1:01:26
Which one are you lacking? So today we discussed what
1:01:32
actually demand is, what could be killing your demand, and four
1:01:36
different things to integrate in order to generate more demand
1:01:39
within your marketing today. I want to be really clear that
1:01:42
if you are somebody who feels like you've got people watching,
1:01:45
you've got people engaging, you've got people circling, but
1:01:47
you don't have that translating into clients or customers, you
1:01:51
likely do not have a sales problem.
1:01:53
Meaning it's not about your calls, it's not about your DMS,
1:01:57
it's not even about your audience, and it's not about the
1:01:59
algorithm. It's about the fact that you
1:02:02
have not created demand within your audience.
1:02:05
You have not created demand in people working with you.
1:02:09
You have only actually given value information or put a call
1:02:15
to action up and called it selling.
1:02:18
This is something that you need to create and build that fire
1:02:22
within your audience, within your community to bring people
1:02:25
to the front of your, you know, storefront and say, hey, I'm
1:02:29
ready to buy. The demand is the thing that's
1:02:32
going to generate that for you. And I can tell you if you
1:02:34
integrate these pieces, you want to remember you already have the
1:02:39
offer. You already made a great offer.
1:02:42
You already have an incredible offer.
1:02:43
You don't need a new one. You don't have to go make
1:02:45
something new because the current one's not selling.
1:02:47
You have to ask yourself, am I actually creating demand?
1:02:49
And if you're not, I want you to be intentional about taking
1:02:52
these pieces here and go and execute this because I can
1:02:55
guarantee you something. If you go and you actually apply
1:02:58
these into your forward facing marketing, you're going to see a
1:03:01
shift. You are going to see people
1:03:03
actually start to come out of the woodwork, actually start to
1:03:05
be interested, actually start to look at, you know, your offer,
1:03:09
asking about your offer, clicking on your offer,
1:03:12
messaging you booking calls. This is what happens when you
1:03:16
create demand. So you've got your marching
1:03:20
orders and I hope today was helpful for you when it comes to
1:03:24
activating your audience and creating more demand for your
1:03:26
offer. As per usual, if you are
1:03:28
somebody that has questions, comments, things you want to
1:03:31
share and you're like, Oh my God, I realized I'm not doing
1:03:33
any of these four. Or maybe you're like, I only do
1:03:35
one of the four and I need the other 3.
1:03:37
Or maybe you were just missing 1 and you're like, why did I not
1:03:40
think about integrating that? As always, my DMS are open to
1:03:43
chat with you. So if you are somebody that has
1:03:45
anything you want to share, takeaways, things you're excited
1:03:47
to implement, you know well that it actually means the world to
1:03:50
me to chat with you guys in the DMS. I get messages from a few
1:03:54
of you every single week about what just kind of landed on the
1:03:56
episode. What were some of your core
1:03:58
takeaways, things that are really resonating with you?
1:04:01
And I will tell you, it just, it means a lot to be able to hear
1:04:03
kind of what light bulbs for you and also to hear some of the
1:04:07
things you share about things that you're integrating, what's
1:04:09
been working and what you're excited to integrate next.
1:04:11
So all that being said, my DMS are always open if you guys need
1:04:14
any support in any way. But we will see you on next
1:04:17
week's episode. And with that being said, as
1:04:20
always, stay ambitious.