Attracting More Pre-sold Clients – Mind Messaging Series Part 1 – Ep. 008

Attracting More Pre-sold Clients – Mind Messaging Series Part 1 – Ep. 008

In this episode, host Ashley and guest, Rachel dive deep into the reasons why potential clients might not be buying your offers and what you can do to shift into attracting more pre-sold clients. The focus is on understanding ideal clients and the results they desire, emphasizing clarity in messaging and marketing strategies.

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Key Points Discussed:

1. The Vagueness Trap:
   • Many marketers fall into the trap of vague messaging when promoting results.
   • Highlighting the importance of specificity over generality in marketing.
2. Understanding Client Needs:
   • Shift from “helping clients make more money” to addressing the specific challenges clients face.
   • The importance of identifying the one thing clients believe is hindering their success.
3. Marketing for High-Caliber Clients:
   • Higher caliber clients prefer specificity over generality.
   • The need to articulate not just the result but also the reason clients believe they haven’t achieved it.

4. Nuances of Messaging:

• Subtle shifts in language to connect with clients on logical and emotional levels.
• Understanding the client’s perspective and speaking directly to their thoughts and desires.

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Conclusion:

• Clarity in messaging, understanding client needs, and creating a precise ideal client profile are key to attracting the right audience and boosting sales.

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Keywords: Digital Marketing, Ideal Clients, Marketing Strategies, Client Resistance, Clarity in Messaging, Offer Creation, High-Caliber Clients, Copywriting skills.

TRANSCRIPT

Hello, everyone. I just wanted to give you a heads up that the episode you are about to listen to is actually an episode from a previous podcast that I used to have with my previous business partner, Rachel. But the episode was so good that I asked her if I could repurpose it for this podcast. And of course she said, yes.

So I just want you to know that the podcast you’re about to listen to will have both me and Rachel on it. And the sound is not the best. I recorded this when I first moved to my new house and my office was pretty much a bear. So it is a little echo-y. I have turned on studio sound to try and alleviate that sound quality.

However. The episode is still good. It’s still juicy. So dive on in, and I will see you at the. End of the. episode. Hello everyone. So we are starting a series today.

We’re gonna call it the mind messaging series.

The first episode today we’re going to be talking about why people don’t buy when it comes to your messaging. So this whole series is going to be around mind messaging and mind messaging is a.

A methodology that I came up with that confines subconscious and messaging. The episode today, we’re gonna be talking about why people don’t buy from your messaging, ?

Why you’re putting messaging out that aren’t attract. the people you want to attract. I’ll even go further. So it’s not even why people don’t buy, it’s why you also might not be attracting the person you actually want to buy. You might be hearing, I can’t afford it. You might be getting people interested, but then they never actually, take the leap and join.

And I might even add a little too, on the flip side, maybe you do get someone to buy, but then they don’t get the results that, , they’re capable of getting. So it can all of this can be encompassed into what we’re gonna be talking about today. So why people aren’t buying in the first place, why you aren’t attracting the people who you actually want to buy and why people are buying but then aren’t a perfect fit slash aren’t actually getting the results, , that they’re capable of getting.

So I’m gonna hand it over to Rachel to talk about the number one reason. Yeah. Why we don’t think you are attracting people that you want to actually buy your. . Yeah. I love that you said it’s not maybe that people aren’t buying, although that could happen with certain offers, that you just literally are hearing crickets.

Or again, like Ashley said, you are signing clients, you are signing people into your offers, your programs, and they’re just not getting. The best result, or they’re not necessarily the quote unquote best client, they aren’t showing up in the way that you really intend for them to show up. More the caliber of client that you really wanna be attracting.

And so, , we’re gonna dig deep into some of the strategy of course, and really talking about what you can actually do to correct this so that you can literally listen to this episode, go make some changes, and see some different, more productive results for yourself and for your clients and your bank account too.

But before we dig into that, the first thing that I think is the most important awareness to have, and you are already, Ashley and I were talking about this earlier, you guys are already aware of all of these things.

Our clients are aware of all of these things. However, sometimes it, we just forget that it’s these simple little kind of sneaky things because the main emotion, I think that is driving a lot of the actions and then the results of people not buying is that, Your people who you’re marketing to, who are reading your content, your messaging, whatever, they’re feeling very confused.

And it’s not be necessarily because they themselves are just a confused person, . It’s because you as the seller, the marketer, the person creating the messaging, writing to your people, you are. and you might think that is very obvious yeah, I’m confused. That’s why I’m listening to your podcast so I can get some actual tangible strategy.

And we love that. However, I think it’s really important just to bring this concept up because confusion. is a very indulgent emotion, and when I say indulgent, it’s it keeps you stuck and it keeps you thinking that, oh, if I’m confused, well then I’m just being a confused person. And if you’re believing that you are confused about your offer, about your ideal client, about your messaging, you’re just confused, then oftentimes what happens when we see our clients do this all the time and I’ve done this.

Many times, which is why I have so much awareness of this too, is if you are thinking you are confused, you’re gonna look outside of yourself for the answers. You’re gonna start doing, , additional, maybe unnecessary market research. You’re gonna want to make all of these different changes to your ideal client and your offer and this and that, and your strategy.

And while making changes isn’t necessarily a bad thing in and of itself, they’re not true data driven. Changes and the changes that you’ll make aren’t necessarily truly the best strategic decisions that you could make. And so that just creates more confusion. It becomes this.

Thing where you change a lot of different things, a lot of different factors at one time, and so then oh, no one’s buying, or the wrong people are buying, oh, I’m gonna change this. I’m gonna start talking to this person. I’m gonna change this strategy, I’m gonna do this.

I’m gonna add this to my offer. And pretty soon it’s just this big snowball of you have this whopper offer, . You have this idea of you’re talking to maybe all of the people, then. , and you’re still not clear, all stemming from that idea of confusion. And so if we can just I think that’s the first thing because all of our actions, which are our strategies, , and decisions, those are all actions that we make, those all stem from the emotion.

They’re inspired by the emotion, the vibration that we’re feeling stemming from the beliefs that we’re thinking. Ashley. And I like to say you can create your own proof. You can take action while feeling a crappy, , feeling . However, we wanna help you see oh, if I’m doing these things, here are some of the signs and symptoms, , that I’ve already talked about that I am confused.

And just shifting out of that and noticing, the sooner you shift into even, it doesn’t even have to be like confidence or certainty, but it might just be like, oh, I. , , I am a person who can figure this out. I know that there are solutions and I am figuring this out. It doesn’t have to be, , we talk about it in the way of building a bridge belief so that you’re not brainwashing yourself to say I am the most confident marketer on earth.

It doesn’t have to be, I have such clarity. Yeah, exactly. That doesn’t have to be that jump cuz it’s gonna, , we talk about the critical faculty. Ashley likes to call the brain bouncer is gonna just. Not let that thought in. So that’s really all I wanted to say about the confusion thing.

But it is so indulgent and it’s so sneaky and it’s such an easy scapegoat to say oh, well why aren’t people buying? Oh, I don’t know. When you think about confusion , when you said it, I realize, for me personally, that’s not my very first thought is oh, I’m confused.

Yeah. Because I’m a little more stubborn and I don’t want to admit that. I’m the one that’s confused. . And so, . , I think a lot of people too, this is the same flavor, is that it’s not like you might not initially have the thought of I’m confused. You might have the thought , I’m gonna flip it on its head, and some of you guys might be a little triggered.

What else? Ok. You might have the thought of I’m so damn good at what I do. People should just be buying. . And I don’t know why people aren’t buying. Yeah, we hear that all the time. . all the time. And what’s so funny is that when we work with our clients, I kid you, not 99% of our clients will come to us and say that .

that I’m so good at what I do, I just don’t understand why people can’t see it. I don’t understand why I can’t articulate. online, and this won’t be in this episode, but in our program, Unbound Marketing. At the very first orientation phase, we’re talking about the identity of a marketer because a lot of people, I was just telling Rachel the other day that a lot of people come from corporate or they come from a nine to five job and they’re hired for the skill that they have for that nine to five job.

and then they become an entrepreneur. And an entrepreneur is not just getting paid for your skill. You have to also be a seller, a marketer, C F O, ? You have to be a bookkeeper, a , a client success manager, a freaking dumping grounds sometimes for your client, you have to wear all of these hats.

and a lot of people, because they don’t actually there’s two reasons. They don’t embody the identity of a marketer because to them what they’ve known as marketing is like sleazy and arduous and hard, and it doesn’t feel connected. So they don’t actually own the identity of a marketer.

So then they go out here and they have this amazing skill and they don’t know how to market it effectively. And then they get frustrated and angry, and it’s because they are literally confused, because they don’t know how to actually market it in a great way. And so I love that. I love that Rachel said that because yes, we, it’s really funny that when we actually dig into this with our clients, we realize that the main emotion is confused, but usually the main thought isn’t, I’m confused.

It’s some other flavor of it. It’s just the emotion is confusion. But I think a lot of, yeah, I think a lot of entrepreneurs when it comes to marketing, when it comes to messaging and creating content and selling and all of that, it is this, just like this. I don’t know what I’m doing. Let me go out and try to find all of the answers outside of me.

And this is also another reason why Rachel and I are so adamant on including the subconscious work and the somatic work in the market. . It is so, so important. Yes. We do a ton of strategy that is, I mean, marketing is strategical, , but we do have to include some of that stuff in there. Yeah. Cause it’s super, super important.

Yeah. The last super quick thing that might be helpful for everyone to hear that I just thought about is I’m just gonna give you guys a little bit of grace too, because sometimes your confusion might be warrant. because, and I wanna say this because we’re gonna dig into st in, into kind of like the how, the, how to, and a little bit more of the what here in a second.

But there’s this idea of having confusion that’s just like this, again, indulgent, just mind drama of just all of these different thoughts that might be creating confusion. . But I also wanna say if you aren’t getting the results that you want with your messaging and you’re, you feel like something’s off with your messaging with your marketing, you’re not exactly sure , how to say again, like Ashley said, how to articulate what you do and the results and all of that.

It might feel confusing because you just don’t have the skillset yet. . and. Just might be true like I think that’s so important. Rachel, it’s so important. I was gonna say that too. Cause a lot of people, and I really want to point this out, like me and Rachel, literally before we got on this call, we just had this conversation of how we really.

Really love our partnership and how we came together, because I tend to be the more logical strategical skillset, actually the skillset of things. And Rachel is way more of the okay, let me find out their thought process. Let me find out their emotions. It’s not like five, she’s 100% that, and I’m 100% that.

But we combine it so well, and I can’t tell you how many times I’ve gone to a coach or something and it’s always been a mindset problem. And it’s oh, you just need to change your thoughts. You just need to change your thoughts. And I’m a literally I’m a certified hypnotherapist.

I have read so many books. I have, I’ve coached, I’ve, I have done mindset coaching for years now. I understand that yes, sometimes it is a mindset, but it is not always a mindset. And we talk a lot about that in unbound marketing and we show you, like Rachel talks about what she calls the avoidance loop and all of these things, but.

Most people don’t understand that, it’s a duality. And , I’ll throw this in. We talk about this in about marketing too, the law of attraction and the law of action. And we’ve talked about this. Maybe we’ve done this on a podcast, I think, or I don’t know, I think we might have recorded it in one of the videos where you can literally, and I saw this on TikTok and it was such an amazing example.

I don’t remember the person’s name where I’d give them credit, but she literally balled up her fist and she said, now I want you to just think with your mind open. Open fist, open your fist, and she’s your fist will not open until you physically take action and open it just because you are thinking open fist.

I’m literally sitting here holding a fist . It won’t open unless you actually take the action of opening it. And I was telling Rachel oh my God. And it works in tandem. It’s duality because I can also open my fist and not even think about it, but I can also think about it and also open my fist.

. So I just think that a lot of times, Rachel, I love that you said that because Yeah, guys like. And we talk about this in the pendulum swing, a lot of times people will go out and they’ll hustle and they’ll only be in the action side in the very arduous, masculine, like doo, and they still aren’t getting the results they want cause they’re not actually combining that mindset and somatic part.

but then they’ll, a lot of our clients will then swing all the way over, and then they’re like, it’s just a mindset issue. I just have to constantly find what mindset, what thought is preventing me from getting this result. ? And then they go down this whole rabbit hole of just constantly I don’t even wanna say shaming themselves.

It’s like they’re trying to do mindset work or shadow work in a very disempowering way. because they’re just like, what is the thought? What is the thought that’s holding me back? I know it’s a mindset issue because I know it’s not this, but it has to be in the middle, and sometimes it is just you don’t have the skill.

Yeah. And sometimes it is just you have the skill, but you’re thinking about it completely differently. Totally. Yeah. I think that’s so, so important. So just. as you’re listening, just think about it for yourself am I not getting the results that I want? Am I confused about why, or do I actually know why?

And do I know that there’s just some really terrible thoughts and stuff that I need to just clean up? Or is it actually I am lacking a critical business marketing skillset and I just need to learn? and when I learn it, as I learn it, it will become more clear. My messaging will automatically just get easier and.

What I mean? That can also be just as true. And of course you’re confused. You don’t know how to do it yet. It’s fine. . I’ll say this, I’m just gonna add this to Rachel because me and Rachel, , both had our own successful businesses. We come together and we have also been very much in the.

Confusion as well, because it’s been really hard to merge both of us together of being , okay, what’s this you’re good at this, I’m good at this. And , X, Y, Z. And I think we also, , we’ve experienced this too. And so I wanna say that this is also not like a beginner thing. I’ve worked with so many entrepreneurs at multiple seven, even eight figures, multiple six, seven, and eight figures, and they have also been in states of confusion and.

It’s also and confusion doesn’t look like, I just don’t know. It could look like having too many things. Rachel said earlier I love, I, I coined the term walker offer a long time ago, and I love that it has stuck with so many people. I hear so many people saying it now, and I’m like, yes.

But it does, it looks like putting more people, , putting more things in your offer or even like doing things you don’t even want to deliver and because you feel confused on what you like. I also think this is, hold on, wait. This is a nuance thing. , I feel like sometimes because you don’t know what you should actually deliver to your clients, you’re confused on what they need.

. or like what they desire. You are then going to feel confused on what to deliver. Yeah. So because you are confused on what to deliver, they’re gonna be confused on what they want. And me and Rachel have 1000% been in this, we literally just scrap. Guys like we recorded an entire module for Unbound.

Unbound, it was called Unbound. And then we just went straight back to the drawing board and we’re like, no, this needs to be called Unbound Marketing. We’re scrapping this whole module and because we were approaching it from a very confused standpoint, and our clients were also confused, ?

And so we got feedback from them and it was amazing feedback. And then it was like all of a sudden me and Rachel were like, oh my God, we know what we’re doing. We’ve just been indulging in this confusion. Yeah. Because our thought was, it’s brand new, we’re starting over. And that was creating a lot of confusion.

So do wanna just say that too, that again, it’s not the thought, it might just not be the thought. I’m confused. It could be so many other things. For me it was, I’m starting over. So of course when you’re starting something over, you’re like, I don’t know how to do it. Yeah. I have to offer something new.

. And I don’t know what that is. I don’t know what that is. . So lots of different things, but yeah, that’s the only thing I wanted to add. Well, we follow, we both follow a very successful like very successful multi seven figure per year manifestation coach and . , she is amazing.

She’s got her. Beliefs and her emotions the subconscious is somatic. She’s got all of that mostly on lockdown. , that is her work. And she recently shared on Instagram that she hired at again multiple. Set, like I think each launch that she does, there’s like multiple million dollars in each launch.

Yeah. She, the last launch that she did was I think 12 million. Yeah. Okay, perfect. So , she literally recently shared that creating content and having really solid messaging is her weakest link, and she hired someone. Who is helping her with that. So again, this is not just a beginner thing. One day she’s gonna hire us.

So just fyi, . Yeah, but I just thought that was funny. I need speaking it into existence. . I love it. I just want to share that because again, you can have all of this success and still again, there was something off, she was just feeling like there was something off there. And so yeah, sometimes it is literally just.

The strategy now that we talked about this energy of confusion and how we see it show up, I want to shift gears and I wanna actually talk about two things that show up because of that. And these are two things that I would preach till the cows come home.

I kid you not, this is something that I am so passionate about and it’s something. I feel is my bread and butter too. I could talk about it all day long. Yeah. So one of the first things that we see as to why people aren’t buying and why when they’re in that energy of confusion, this is what the result is, they end up not actually speaking to the result when they’re actually going out and messaging.

So let me give you a great example, cuz I know that sounds like well, duh. Sometimes. Okay I’ll just go to the example. So with Rachel and I, when we first created this program, it was called Unbound, we have now changed it to Unbound Marketing cuz it is a marketing program. One of the things that we talked about, we were like, what do our clients actually want?

What are the results that they want? And of course we were like, oh, they want more money. They want to make more money. But here’s the thing, we didn’t go out and we didn’t market this program as we’re gonna help you make more. The question that you want to ask yourself, because we see so many people go out and they do this, and they’ll say, oh, I’m speaking to the result that they’re going to get.

But the result is so vague. If you’re just going oh, I helped you make more money. It feels so vague, ? I could help you make a dollar and you made more money. I fulfilled what I was going to help you do, ? . . And then this even creates more confusion for you because then you’re like, okay, well how much money?

So there was a, , a phase like two, three years ago that was like, I’m gonna help you make 10 K months. And that was the huge thing. And so then you go, yeah, it probably still is a thing. I don’t pay attention to anyone who markets like that. So, I don’t know. It’s still, it’s probably still out there.

But if you’re out there and you see that, then all of a sudden it’s a fad and you see 50 million coaches doing that, and then you’re like, okay, is everyone just so desperate for 10 K months? And what if they’re like, does that mean they’re zero to 10 K or are they 5k trying to double to 10 K?

It’s still so confusing and it’s not attractive to your. And I actually used to just to do marketing in the high ticket space. I no longer just do that. I think marketing is just, is amazing. But because I used to do high ticket sales or high marketing for high ticket sales, I really paid attention to that hired caliber client.

And I will tell you a higher caliber client does not like generality. They want specificity. . . So how can you get specific? So you need to ask yourself, what is the reason that my client believes they have not gotten that result? ? So, yes, everyone wants to make more money, but why do they believe?

What is the one thing holding them? The one thing they believe that is keeping them from getting more money. For Rachel and I, it was marketing, ? Like our people. And it was specifically messaging as well, ? Our people kept coming to us and saying, I have a really hard time. I’m at what I do, and if I could just.

Show up and do what I love doing and people just pay me. That would be incredible. And I’m like, yeah, that’s my definition of marketing. That’s what me and Rachel are gonna help you do. To me, showing up and doing what you love to do and talking about just showing up and sharing. And showing up and talking about how you are different.

Not better. There’s a huge difference, ? Like me and my husband actually just had this conversation the other day and , I posed that to him and he was like, oh, that’s really good. We had a guy come to our door to try to sell pests cuz we just moved to our new house and. He , I guess sprays for the bugs or whatever in the other area.

So he saw were new. He came in and he, , basically knocked on the door and he was talking to my husband and it was not a great sales experience. Anyway, so my husband came in and he was complaining about him and he was like, I mean, , why should I go with him? What makes him better? and I was like, no, it’s not about what makes him better.

It’s what about makes him different. And I said, because he literally pitched you every other pest control guy, ? If any other pest company came up to you, they would’ve all said the exact same thing. We spray once a quarter, we, if you need help with this, blah, blah, blah. I said, he gave you no, he did not differentiate himself at all.

And my husband was like, oh my God, that’s such a good point. I said, it’s a huge difference in trying to be better than someone or trying to be different than someone. And Ben was like, you’re . If he would’ve told me how he did it differently than everybody else, he would’ve gotten our business.

And I was like, exactly, babe. Yeah. This is what I do. Listen to your wife . Anyways he was just funny. It was a great conversation. But yeah. And even say, I’m literally gonna talk about my husband here too. Because it goes into this again, being clear on what you help your client with, like the result you help them get and.

Why, again, why they think they have not gotten that result. And then being able to actually articulate it online. And I’m gonna give you another example of my husband. I think it’s so funny that these situations happen with my husband and I’m like, yeah babe. And then I’ll say them and he’s ah, that was so different.

It’s just funny, I think when you get into the personal development work and then , you start talking about it and then your husband or your spouse starts to pick up on it and then they start saying things like, Ben literally made me listen to Jocko Willick in the car, a book the other day.

And I’m like, I love this so much. So anyways, it’s fun. We were in the car and we were talking about, I think we were actually listening to the book. I think this is what started the conversation. I can’t remember. I was telling you about it, Rachel, but now I can’t remember. Yeah. But basically we were talking about how so many people, he was saying that.

if you are really good at what you do, but you’re a bad presenter, he like it’s not good for you. . He was like, it’s a deadly combination when you are an expert at what you do and you actually know how to talk about that and present it. . . And so my husband’s in cybersecurity he’s a cybersecurity engineer and he was like, I followed this guy on YouTube and he was like, he is so good at cybersecurity.

He’s incredible. He’s and when I watch him, He presents so well, he speaks really well. He knows how to like, put things in a format that’s easy to follow and he was like, and he also just completely shifts my perspective on everything as well as giving me tangible things to go and try and do.

And he was like, it’s so good. He’s and then follow another guy on YouTube who. is incredible. He has amazing knowledge, but he puts me to sleep. I cannot listen to him. I get distracted and I’m like, yeah, babe. That’s exactly what Rachel and I help our clients do. . . And he was like, what? I was like, yeah, our clients are amazing at what they do, but they just don’t feel like they can show up and articulate it online.

And he was like, oh my God, that makes so much sense. That’s so important. I was like, yeah. We were talking about we also started talking about Constructive criticism and how I love constructive criticism, I love feedback, I love, give me all the constructive criticism you possibly can because I want to know how I can be better and how it can come across easier for you to implement and understand.

And anyways, going, let’s tying this all. For you to be able to show up more, articulate online, and differentiate yourself online. You don’t want to just be speaking to the result. You want to speak to the reason. That your client thinks they haven’t gotten that result. It’s very nuanced, but it’s such a huge difference, ?

There’s a difference in, I help you make more money and your client believing, I just don’t know how to market on Instagram. And you’re an Instagram marketer and you’re saying and even going even more nuanced, I don’t know how to do Instagram stories and I want to be able, or reels, sorry, I’m gonna do reels.

I don’t, I really want to make effective reels so that I can make more money. You’re not gonna go out there as an Instagram strategist and be like, I hope you make more money on Instagram. You are gonna say, I’m gonna help you nail them damn Instagram reels to where people are literally blocking to you and.

Putting their credit cards at you because you are so entertaining and you’re so good at what you do and how to articulate that in your, so in your reels there is a huge difference. Do you see that instead of someone saying, I’m gonna help you make more money on Instagram? Yeah. You’re getting specific.

So what is the reason why your clients have not gotten the. that they want. And again, you also need to make it sure that it is the reason for your client, because I’m gonna say this really quick. A lot of you guys think, oh, well the real reason is this . The real reason is because, they don’t know how or like they’re not entertaining or something.

, you’re like no. ? That’s in, that’s insulting. You’re not gonna say, well, the reason why you’re not making money on Instagram is cuz you’re not entertaining. Yeah, that’s not gonna you sales . No, that’s not gonna meet you sales. But that’s what happen. A lot of you guys will then be like, well, that’s not the real reason.

It does not matter. You need to articulate it. Like with your client, ? The client needs to say, this is the reason why, ? Me and Rachel don’t just do marketing, we do mindset, we do somatics. We do all of those in there because we understand that they play a very large part, but our clients aren’t coming to us and saying, I’m not making money online, or I’m not making the money I want to make online because.

I just don’t know how to get the negative emotions outta my body. , they’re not saying that, but we understand that’s a big part of marketing. Cause if you don’t feel safe to show up and talk about what you do, then you’re not going to be that great at marketing. But our people come to us and they say, I don’t know how to create messaging that sales.

I don’t know how to actually show up and be 100% myself online to where people pay attention to me. Also, another really big one is, I don’t know how to say what I really wanna say without coming across as a butthole. . , we hear that a lot. We have a lot of clients being like, I really want to say this, but I’m so afraid people are gonna cancel me.

I’m so afraid it’s gonna ruffle feathers. You can still say those things, but in a very neutral way. because a lot of the times that energy of, I wanna say this, I’m, I want to say this, but I’m afraid to, it’s also coming from that energy of confusion and frustration because you’re like, oh, why aren’t people getting it?

? That’s what it’s, and so then you go out and you try to create content and yell and scream and make them wrong because you are confused and you’re like, Y’all are just confused. My clients are just confused on what I do. And then you just go out and you berate them for being confused, ?

Again, I’m going nuanced here, but these are things that we talk about. You can say very controversial things in a very neutral way, and that doesn’t trigger people. But instead, like I was literally gonna be cheesy and say, transforms people, but it shifts their thinking. Yeah. . Anything you wanna add onto that, Rachel?

No, I mean, I think that, yeah, we’re gonna, we’re gonna dig even deeper into the not speaking to. The results thing in the next episode in this series. And so, there’s so much more that we have to say about that. But before we dig into the ideal client piece, I just wanted to give one super quick example.

Ashley’s usually the example queen, but one popped into my head, so I wanted to share that. Like a personal example. When I first started my business . , and this is super funny because this is just like all of this stuff in this business. offer creation. I do all of this stuff. I mean, yeah, it’s a skillset that I’ve learned, but also a lot of it is just really innate, wisdom I think that I have, because no one taught me this , but I was, after just having experience of my own doing this, I was helping women start their own online business and helping them sign their first few clients.

That’s what I was doing. And so, I could have just marketed, which a lot of people were doing at that time. This was in 20 18, 20 19. A lot of people were just talking about you want money and you want freedom, and they’re still talking about that because those are two things that every human on earth.

ever wants, like they want money , they want freedom, but that doesn’t set you apart at all. And so just to give this quick example to answer that question, why didn’t they have it? Why didn’t these women have the money that they wanted and the freedom or time freedom, flexibility that they wanted?

Well, in their minds, they, one had no idea what to do, what type of business to start and how to create an. , ? Either they were a stay-at-home mom or they had just like a side hustle, or they were in an M MLM that basically said, here’s the offer, sell it. And or they were in, a job or they were, whatever.

And so they had no idea how to even start an online business, what that what they would even do, how to create an offer and package it. They didn’t not know any of that. And the other underlying reason was they just were really lacking confidence. They had the deep desire, but they were really lacking confidence because they had never done it before.

. So those were the two main reasons why they thought they didn’t have the money and the freedom that they. . So I marketed to that. I had this entire process that I mapped out where the first step was helping them figure out their perfect business idea and bringing that online. And that was so incredibly effective.

People were flocking to me because I helped them with my process which was called Purpose, passion, profit. And that was step one of. Process and it was so fascinating just to everyone thinking about that for yourself too, because , something that we teach in Unbound marketing is how to have your signature process.

And that is also what differentiates you. And so, yeah, it was really fascinating to watch people come to me and tell me exactly these things that they’re like, I don’t know what to do. And so I helped them figure out what is the perfect business idea for them based on their skillsets, their talents, their passions, their schedule, like what they wanted to do, what they were already good at.

So they weren’t creating just some crap offer that someone else in the world was creating. It was accustomed to them and that automatically made them feel more confident because they weren’t faking this offer. And anyways, the, I could dig into the offer more, but I won’t now. But I just thought that was a really good example of that because again, , they were able to get the freedom and the money that they wanted, but through the pathway that they already knew was the pathway, ?

Like I didn’t have to hard sell them and convince them that this was what they wanted, cuz that’s what they already wanted and needed. So yeah that’s really great. And guys fun fact. . Rachel used to be my client back in the day, that’ss like we met in a mastermind. Then she hired me to help her with her marketing and I will say it was during a transition period cuz she used to do that.

And then she was like, well, I don’t want to , help them start, I kind of wanna help them grow in a way. And so, seeing this is so cool to see how you started there and where you are now and even the messaging that we. I think it was helping them sign their first five clients or something like that, or their next five clients or whatever.

But it was something that was, , like it felt attainable. . . And we’re gonna talk about this in another episode as well. Actually no, I think we’re talking about in this one, but I can explain it in another episode. . . This will lead into the second one, which is one of the biggest things that we see is why people aren’t attracting who they want to attract or why people aren’t buying their offer.

Like hotcake cakes, they’re making some sales, but not a lot is their ideal client isn’t clear enough. And now I know you’re probably being like, well, duh. Oh my gosh. . And Or you might even go in the opposite and be like, no, I know who the hell my ideal client is. I used to hear that all the time, especially from my seven, eight figure clients.

And then I would say really? Who your ideal client is? Do all of your clients get the same results? Are all of your clients a great perfect fit client ? And they would say no. And I’m like, what’s your percentage do you say? And if it was under 90%, I’m like, yeah, you don’t know who your ideal client is.

And so I. Developed this process called the five A Method into which I have combined kind of subconscious work as well as consumer behaviors. Consumer psychology, and I help our clients create what, create their ideal client through the lens of what I call a five A method. So the five A’s are one is their assets, so what do they already need to have in.

Before they buy from you. and , should I do an entire pod? I’m like looking here, I should do an entire podcast on this. So maybe I like, won’t go into extreme details here, but I’ll just give you guys a sneak peek and then I’ll do another podcast. Yeah, let’s just give the overview of again, this is just one of the reasons why people might not be buying and give the overview of kind of what we teach and then we can dig deeper into it later.

Yeah, that sounds perfect. I’ll do another, I’ll do an entire podcast cuz I could be here for an hour talking about this. So the five A method. First is assets. So what do they already own or have in place to make them a perfect fit for your offer?

Two is what are the actions they’ve already taken? So what are the previous actions they’ve already taken? And three is what are their abilities? So this could be skills, ? And that will use a very quick example like for this and then I’ll dig into another time. But four is awareness. So what do they already know?

What are they already aware? . . And, , five is attractions. So when, I mean attractions, this is their, like internal attractions. It’s their emotional addictions, their desires, it’s their I like to say if this than that statement. So they think if I made more money then. That would mean X, Y, and Z about me.

And it’s important to know these factors because it’s the emotional side that you can speak to when you’re creating content, but not in that manipulative way of like you’re broken and everything is wrong and nothing you’ve ever tried has worked, . We don’t like that type of marketing. At all. But it’s really important because you also understand them on a logical and emotional level.

And it’s so much easier to speak to them if you understand, ? Like I can, me and Rachel can both be sitting here and I can say, Rachel, I’m sad. And Rachel can be like, I’m sad too. And yeah, we understand that we’re sad, but the reason why I’m sad is going to be different than the reason that Rachel is sad.

So, because we’re both sad. Like it doesn’t make us as connected unless we have the same reason for being sad. Yes, . Then we feel very connected and that’s the attraction piece is like you’re getting into the deeper understanding of what they believe and what makes them tick. So I’ll do a very quick example of each one of these with, I use an example all the time, but let’s say you were an email marketing strategist, and I’ve used this so many times, I could do it in my sleep.

If you were an email marketing strategist, You were trying to figure out your IDO client, you would say, what are the assets that they already have? So if I was the email marketing strategist, and let’s say I’m helping them create sales emails, I would want them to have already made sales from their emails.

? It would be a lot easier for me. To be able to create a sales sequence if they have already had proof that people are buying from their email list. So let’s say they, they have proof that 50 people have bought from their email list, maybe they already have at least 5,000 subscribers. Maybe they already have an open rate of.

30%. I don’t even know what a good open rate is. I’m just making things up. . Those are the assets that I’d want them to have. I’d also want them to already have a sellable and verified offer. , like a validated offer. Yeah. So has any, have people bought that offer before X, Y, Z? . So these are just some examples of the asset.

It would be so much easier for you to write a sales sequence if that person had those things. , ? Then the second is actions. What actions have they already taken in the past? Maybe they have already sent out an email two times a week for the last year, so their list is nurtured. People understand their list, ?

It would be different, let’s say they haven’t emailed their list in a year. Do you think it’s going to be easy to create a sales launch in our sales sequence and people sell from it if they haven’t heard from you the year? No, it’s gonna make it harder, but that is what an action would be. They’ve already taken previous actions.

Also, another thing. This will go into the three, which is the abilities, and I will say actions and abilities. And awareness sometimes can bleed into each other, and that’s totally okay. I’d just like to break it up this way because it gets your brain just jogging. And the greatest examples, ?

Abilities are their skills. I would want them to have already had the skill of copywriting and the knowledge of copywriting, because that would make me a lot, it would make it a lot easier to go in and step into their voice. If I am creating sales sequences, I would want it to sound like them. I would also want them to understand how sales psychology work.

Amazing. That would be so much easier for me to create a sales sequence. . And then four is awareness. So their knowledge and what do they think? So this is a really silly one, but I would not want them to think email marketing is dead. So if I’m out there preaching on my freaking social media, email marketing is not dead.

I am not going to attract the client, the high caliber client that I want to attract because my client is not going to even fathom the thought. Email marketing is not dead. They would not be hiring you if they had the thought. Email marketing is not dead, so you would want them to have the thought. Email marketing is my most lucrative sales sequence, like sales, , revenue, ?

It’s about sales stream is the word I was looking for, ? You need to know, like you want them to already have thoughts that serve you and knowledge that serve you. Another thing would be, I would want them to already know all of the backend things of their email platform. Let’s say they. Convert Kit, we use Convert Kit.

If they already knew how to set everything up and convert Kit, that would be so much easier for me because then I could just write the sales sequence, hand it over to them, and not have to worry about it not getting actually sent out correctly, or it not getting put in the tag or sequence or whatever.

. So I would want them to have the awareness and the knowledge of that. And then the last is attraction. So again, this is that subconscious thing, ? So attractions would be there if I do this an if this, then that statement. I would want them, if I were to think in, if I put myself in their shoes, they’re thinking if I had a good sales sequence, then that would then X, Y, and Z, ?

So what I would want them to think, Then my clients would feel seen, heard, and feel comfortable buying from me. So if I’m going out there and I’m marketing, I would say you want your clients to feel seen, heard, and safe enough to buy from you. So if my client, sometimes I actually give this to my idle client.

Like I will say I give them the prompt of if this, then that. If I had powerful marketing, then X, Y, Z, they literally are doing your marketing for you. And then you’re taking those statements and you’re going out and you’re creating content that’s speaking directly to them because they are straight from their thoughts.

Yeah. Okay. Boom. Mic drop. There we go. Yes. But I’ll do an entire podcast on this whole method to give you a lot more examples, but that’s just one that I really love to go through, and this is the nuances of messaging and your ideal client, because when your ideal client is this nailed in, guess what? Your offer gets so much more clear.

and your marketing and your messaging gets so much more clear and you, it is a difference between attracting someone that you are trying to convince. The email marketing is not dead to someone who’s oh God, no. Marketing or email marketing is my like most lucrative sales stream. It’s such a big difference and it’s so nuanced in how you’re talking and it’s going to look so different than the mainstream marketing message out there.

Yeah, so Absolut. Here we go. So that is why today from the serious one, why we think people are not buying, and then next week gonna be talking about, yeah. Digging into the results. So, we talked about being unclear with your ideal client and with the results and being unclear with the results.

Also stems from being unclear on your offer. And so we’ll dig into that cuz the way that we teach, offer, and ideal client is so different. Again, not better, just so different and effective than so many. The ways that people are doing it and that you may have created your offer, an ideal client up to this point.

Okay. All . Awesome. We hope you enjoyed this and we’ll see you next week.