Welcome to the Bea Bold in Business podcast. My name is Samantha Hearn and I'm the host of this amazing channel. I wanted to bring you a place where you hear from myself and other amazing, inspirational business people on their journey to the success they've created. I wanted to bring you the offline journeys to the online successes that we see on social media.
I want to create a place where you hear the struggles people have been through, the challenges, the lessons they've learned, the mistakes they've made, so that you know that ordinary people can create extraordinary things every single day, and that it's totally possible for you to. The Bea Bold in Business podcast is a place where you are going to hear real, genuine, what's and all stories from some of the most exceptional people in business, and how they've succeeded anyway. If you are ready to show up in your business, if you are ready to be bold, if you are ready to learn from your mistakes, if you are ready to bounce back and become more resilient, this is a podcast for you. And me, Samantha Hearn, I cannot wait to welcome you, support you, empower and inspire you, and share with you the stories that sometimes don't get shared online, and give you this real refreshing approach on how building a business sometimes can be hard, sometimes involves failing, sometimes involves struggle, but you can still succeed anyway.
So welcome to the Bea Bold in Business podcast, and I cannot wait for you to take your invitation to be bold in your business too. Oh, this is a juicy episode, marketing and messaging 101. It's been a while since I've done one of these episodes, and so much has changed. So I really thought it was important that we create another opportunity to talk about your marketing and your messaging, and I've put 101 because that's just cool, isn't it?
People use that, don't they, marketing and messaging 101. So I'm going to be going through with you, seven, one, two, three, four, five, six, seven important shift strategies, mindsets, thoughts that I want to go through with you, all around the importance and the real meaning of successful marketing and messaging for your business. And the reason that I want to do that is, when you are able to connect with your ideal clients, and you're able to have real content that actually connects with who you want to speak to, it will change everything for the way that you show up and market your business, and it will also change everything in the way that you are able to move yourself forward, because you will start to recognize that not all marketing strategies for you and not always that people use their messaging for you. For example, you might not want to use TikTok, you might not want to use Instagram, but if your marketing really works on YouTube, great, let's knuckle down on that.
With your messaging, you might not want to send out reminders about when cart closes, because you don't need to, because you set up at that point. Amazing. So you don't need to do that. So we really need to make sure that you are happy in your marketing and messaging for your business.
And this is really important. And I think the game needs to change here. We need to really shift our focus. Truth time, real truth time.
Following what someone else tells you to do in a step-by-step method isn't necessarily going to create the result you want. This is about you really taking ownership of the learning and implementing it for your business. So taking an opportunity and what's going to be really important for you is knowing that what someone else is doing and following that method, knowing that that won't necessarily create the same result for you is really important now and moving forwards. You have to take responsibility in when you get new information, let's say you're downloading freebies or trainings or listening to podcasts, and all of these things, you are then asking yourself, how can this work for my business?
And if you don't know the answer to that question, that is your first stumbling block. You need to have the best pulse on your own business. And if you aren't sure how your business is flowing, feeling blocked, and what isn't, isn't creating what you want for yourself and your goals, that's where you need to start. Not then saying, oh, this person's got a template for an email sequence.
I'm just going to complete your copy of that. You can. But is that going to give you the learning that you need? And is that going to work for your audience, for your business, and for your messaging?
So marketing and messaging 101, let's dive into these seven areas. And I'm really talking about what that can look like for you and your business. So number one, Nie-ing versus being able to be specific. Now, Nie-ing, this comes up a lot, and I don't really ever talk on this because it has to be right for you.
But what I will say, so Nie-ing is not something I'm going to be focusing on. I'm going to be focusing on being specific. Your marketing and your messaging needs to be specific. So you can have more than one service.
You can sell more than one thing at a time. You can have more than one ideal client. If you know how to communicate to them. So if you're trying to serve everybody, and that means that your message is now very vague, unclear, you're a bit confused.
You don't know what to sell when. You're not sure how to talk to who when, but you don't know who's listening. That is creating quite blurry marketing and messaging. That's not what we want for you or for your ideal clients, because they won't come forwards.
So for me, rather than focusing on having a specific niche, what you need to focus on is how you can be specific. Are you able to be specific in your messaging? Perfect example. A few months ago when I was promoting the shift to close membership and my expand mastermind, I was selling both of those for Q4.
I was able to be very specific about what these two programs do and who they are for. So I could multi-sell because I'm very specific about who it's for, the results it can create. So for you, it's not necessarily about Nie-ing, but it is about being specific. Marketing and messaging that is really successful is because it's specific.
And why does specificity matter? Because someone is going to clearly be able to recognise if that is for them, because you are talking to them specifically. So ask yourself the question when it comes to your marketing and your messaging now, take responsibility and really think about this in your business. Go through and audit your content.
Is it specifically talking to an individual, a community? And is it specifically linking to the service that you offer? Is there specificity there? Or are you creating generalised content or generalised themes?
So my first area for development for all of us is to make sure that being able to be specific is the focus. Because even if you have an niche, that doesn't mean you're specific. People can get lost in a niche, you know? So for example, even with me, let's say business mentoring, that's a huge platform.
You can be talking to startups, you can be talking to millionaires, you can talk to service or products-based businesses, you can be talking to physical shops or online. So it's really important that we are all specific in who we are talking to and why we are talking to that person. And then the deep-heart meaning for why that matters is number two. Knowing the psychology of your audience without assumption, your marketing and your messaging cannot be based on assumption or hypothesis.
Okay, well, I've worked with this type of client, so I'm just going to create loads of content around that. Or I think that this could work because that's what I would like. We can't build a robust marketing strategy around assumption. It needs to be built around the psychology of your community.
How do your community feel? What are they looking for? What are they searching for answers to? What do they need solutions for?
How are they speaking to you about what their problems are? Where are they getting stuck? Well, don't they understand? Where are they just finding themselves feeling super overwhelmed?
What does that look like? Where is the psychology of your audience struggling? That is really important for you to understand without assumption on your business and being able to create a marketing strategy that actually talks to that. You know, that is really, really important.
Making sure that your business is being built on, knowing the psychology of your audience. How are they feeling? What are they saying? Without assumption?
Otherwise, your marketing is going to consistently be built on hypothesis. And then this goes to number three. You need to be clear on how you will and can help people. So when you know their psychology of their struggles and their challenges, you then need to be really clear on how you can actually help them.
How does your coaching package? How does your service? How does your course? How does your membership?
How does your mastermind actually solve that problem? And let me give you an example. It's not about adding all the bells and whistles. It's about creating a space for the results to come.
For example, let's take the expand mastermind. So this is my 12 month mastermind, which has three core focuses. To increase your sales and profit, to increase and elevate your marketing and your message, and to ultimately enhance who you are as a CEO and your own success and body man. What am I doing to ensure that can happen?
And that I can create those results with my clients through this service. So number one, they have weekly calls with me to ensure that they're held accountable. They get the support they need and there is a space held for them consistently as they go through these growth periods. They have sessions around energy clearing, working with a spiritual healer, you know, an intuitive female empowerment coach.
Why? Because that can work on their success and body man in their mindset. When we're looking at their marketing and their messaging, they are going to be having sessions with a marketing funnel's graphic designer expert. We are also having in person strategy days every quarter.
So we can look at their financial goals, their marketing and their messaging and ultimately just allow them to have that connection, that empowerment piece, being around other women, seeing what's possible and have that vulnerable space held. So I've created a program that directly supports the struggles of my clients that want that level of change in their business. It's a high level mastermind with high level support, but also high level access to the things that they need, not just extra resources or, you know, extra trainings that they're going to look at because that could be built on assumption. We need to be building on what they actually need and how you can be clear that that is how you can help solve the problem for them.
Number four, do you have the process now down or are you focused on just the sale itself? When it comes to marketing and messaging, what you don't want to do is just focus on the sale. You know, like work with me now, apply now. I've got one space to get me for this.
What you really want to do is also nail down the process. You know, do you know how much time you need to spend with this client? Are you really clear on who it is you are aligned to work with? Do you have an amazing, exciting message that you know that these ideal clients will want during their time for working with you?
Do you have the capacity to serve them? Are you able and available for this number of clients coming into your world? So we can focus on getting the client. But what we really need to focus on is the journey once we've got them, the relationship that you'll build, the personality that they have.
So do you have that process, that journey, that experience is what I'm trying to get at. Do you have that experience nailed down of what you want to create with your client? Or are you just focused on getting the sale itself? Does that make sense?
And you really want that to come through in your marketing and your messaging, the experience you're going to create, the transformation, the change, the journey, the process, not just work with me now if you want this. You know, work with me now if this is what you want to happen. That's not what we want to be doing for people. We want them to have that experiential moment which is going to make when they invest so much more empowering.
And number five, which leads on, how can you ensure people see what's on the inside before they enter? So I know I'm coming at you with ideas here, but this is why it's called marketing messaging when I want. So a huge part of your marketing messaging will be exposing what happens behind the scenes and that they can't see to them so that they want it. So do you have a strategy and a system for that?
Do you have a way that you can expose your audience, your public free audience or community to what happens when they become part of your paid family and ecosystem? Do you have that? Are you showcasing testimonials? Are you doing behind the scenes?
Are you sharing short video snippets? Are you sharing case studies? Are you giving an example of something that happened with a client call and sharing that story or that process or that journey? Are you creating mini blogs, sending emails, doing live interviews with clients, videos?
Are you doing stories? Are you sharing the insights? Are you co-creating with your audience, sharing resources with them? What does that look like?
How are you ensuring that people can see inside before they enter? That is really, really important. And that leads me to this next part of marketing and messaging which is all about urgency versus false scarcity. So you don't want to be building a business that is around this false scarcity.
I have one space left and that is it. If you want to be signing clients every month, that is not going to work. So you need to think about if you want to create more of an evergreen type business where people can constantly work with you, you need to shift your messaging because that is going to work for you because of the fact that you want to sign clients every month. So really think about how can you be clear with your communication from an urgency perspective?
So why now is a question that I always get my clients to think about? So are there certain months that you can link it more to urgency? For example, if you want to sign and welcome clients into sign April, it is a new quarter. If you want to sign clients to sign January, it is a new year.
So you can start with all of these different elements. If you are in the self-love space, it is great. If you are in travel, digital nomads, then working with you in the summer could be amazing because they can experience what that is like. Do you want to mean you have to think about what is the urgency within your business?
If you do have a model, that means people can work with you at all times. If you do have a more open and close cart launch model, then you will use urgency slightly differently. It might be the next cohort, the price increases. You won't be working at this level of intensity or intimacy with your clients.
You might not have this close proximity with you. This will be the only time it is run live. So you can create urgency without creating scarcity. It is all about how you are clearing, communicating at all times.
Letting them know what is coming. Share the big picture. Share the big picture. It doesn't need to be a secret.
We don't need to create this illusion. Allow people to see what you are working on and what is coming next. That is really important for your community to be able to feel like they can become part of the journey and the process. We have spoken about that earlier on.
How can they become part of that process, not just feel like it is a sale and become behind the scenes. So really give yourself the opportunity to create clear communication and know what is coming next. If you don't know what is coming next, then start there. You don't want to be selling an isolation and not knowing where it can go for people.
After this, I will be working on this. This is how we can help you next. You want to make sure there is a bigger picture. That is really powerful for your audience to see these jigsaw puzzle pieces come into place and for them to work out themselves, where do they fit and where do they want to become part of this puzzle.
And then the final one is you need to go deeper than your words. It is not enough to just have fancy captions and love stories. It is about connecting to your audience. I know I have shared this in previous episodes but we need to go deeper than your words.
It needs to come down to your own results. You leading by example. You doing the work. The market research, the learning, the growth, the content, the visibility, adding value showing up your audience, you need to do those things and commit to it.
You also need to be able to showcase how you can help them. Sharing your clients results. That consists of element of being able to create change. Going deeper than your words is a powerful way for you to build credibility and trust.
Also ensure your business is built more on the stereotypical marketing. On that deep level of connection with your audience. I know I have pummeled you with different ideas here. There are seven things you can work on in more detail to ensure your marketing and messaging is being built around your business, your audience, what you want to achieve with these really specific elements.
Knowing the psychology, being clear how you help, focusing on the process, bringing them behind the scenes, knowing how to create urgency, being specific with who you want to work with and me, sheing, if those go together. Being deeper than just the words that you create, but leading by example. If you want any more support on this, please just DM me on Instagram and we can have a conversation. Also, if you want to then take this further and actually look at how this can create conversions, then I do have a three part sales training available which has how to sign consistent high-ticket painful clients, how to sign and sell and convert clients without running launches.
There is so much amazing training available to take this to the next level and bring it to life. Once you've got this marketing and messaging down, how to actually convert clients and how to sign them consistently. If that's what you want is an X-Step, then I'll leave that link in the show notes so you can have a look at that amazing opportunity. It also comes with a bonus around sales forecasting and planning which of course the reason your marketing and messaging is to connect to the clients and convert them.
I'll leave that all in the show notes for you and I will see you on the next episode.