Enter the Conversation
all right. Hey, everybody. So we are starting session to, but first, our goal for today. So our goal for today is to target the questions, desires and concerns of your ideal customers. Because when you know what they're asking, what they want and what they're worried about, you can create messaging that really stands out to them. It could be like you're kind of reading their mind, which is a really good feeling. All right, So now this week, we are talking about crafting your quiet power strategy, which is all about figuring out the strategic way to do business your way. And when you're doing business your way, you're not. Your business is naturally going to stand out more, because your way is gonna be grounded in the things that we're really and truly unique and compelling and a effective about you. So the problem is that when people decide they want to do business in their own way, those people tend to fall into two camps. The first is that they make it up. Is they go? Essentially, th...
ey do business kind of willy nilly. They you know, it's sort of well, I'll try a little of this because that seems cool and all right, well, that didn't work. So I'm gonna try this now and then I'm gonna try that. And you just you don't know what to expect from them. Their their business seems to have no direction. It doesn't have a clear focus. And they don't feel focused. They don't feel like they have a clear direction. If any of you guys feel like felt like that, Yeah, most of you. Okay? Yes. So we don't want to make it up a sui go. I mean, I'm all for experimentation, but I'm also big on focus and strategic planning. Right. So, you know, experiment. But don't make it up, is you? Go, Thea. Other camp is following someone else's lead. Here's the thing. How many of you had jobs before you started? Your business is all of u Great. Now how many of those jobs had bosses? Yes, And before you had a job. Where you in school? Yes. And did you have a teacher? Yes. And so you have been conditioned. You've been taught over your entire lifetimes that there's someone who knows better than you. There's someone else who can provide leadership can provide direction. Who has a system that if you learn that system, you can follow it. So the problem is that we look in our businesses for that someone else. We want to follow someone else's lead instead of our own. We're looking for the boss. We're looking for the teacher. We're looking for the parent now. We don't know that that's what we're doing. We think we're just looking for the right way to do this or the right way to do that or the best practice here, the best practice there. But that's what we're doing. We're looking to follow someone else's lead. Here's the thing. I want you to pay attention to what I have to say. I want you to utilize what I offer you, but I don't want you to follow my lead. I don't want you to do everything that I dio. Here's why it's not gonna work. It's not gonna work. You aren't me and so you can't do what my business does and hope to get a good result out of that and the same thing goes for every other person, every other guru, every other expert that you've followed you can't do it their way. You can pay attention. You can learn something, but you can't do it their way. So business owners that make it up is they go lack focus and have a difficult time making decisions. They have a hard time gaining traction because of that lack of focus and the lack of decision making. They don't have the intense trust of their customer bases because when you're unfocused and you're kind of just making it up as you go, there's not a whole lot hold onto in terms of trust. And they feel like they're always reinventing the wheel. Do you guys feel like that sometimes, like Oh my gosh, I can't believe I have to figure out how to do something new again. Yes, OK, I don't want you to ever have to reinvent the wheel. Alright, I like innovation, not reinventing the wheel. Business owners who follow someone else's lead keep having to go back for more, you know. Have you bought How many business courses have you bought? How maney this have you bought? How many that have you bought? You always have to go back for more because you don't trust yourself. you wonder why all those great tactics, all those great ideas aren't working. You feel uncomfortable with parts of the plan, you know, just like Melissa shared with us in session one. You know, she followed this great piece of advice, a piece of advice that might work really well for someone else. And, oh, gosh, it's screwed up her whole life for a minute, right? Or longer than a minute. I hope not. But, um, and also people who follow other people's leads don't see the whole picture just the next tactic. And they get stuck in the weeds trying to do everything right. So let's review those seven key components of a standout business that we learned way back in less than one. Businesses that stand out use their strengths, leverage their passion, find and leverage their unfair advantage. They have a clear focus. They build their businesses on their guiding principles. They share their unique vision, and they speak with a unique voice. And that, my friends, is how you get out of the noise. You know, there are so many people doing the same things, speaking the same messages, heck, using the same fonts, um, and that all contributes to the noise. Our job here now, today and on throughout this boot camp is to find you're quiet. That place where you can trust yourself, that place where you can craft a strategy, an understanding, Ah, focus that helps you stand out in the market. You can you can almost create like, ah, bubble of quiet around you where people stop listening to the noise and start paying attention to what you have to say or the message that you are putting out there for them. That's a pretty great place to be. I would always like to have a bubble of quiet, please. All right, so you're quiet power. Quiet power strategy combines three things first of all, what you want to create. Second of all, how you want to connect, and finally, what makes you uniquely effective? We're gonna be looking at each piece of this throughout session to and when you combine those three pieces, you bring a focused vision toe everything you do in your business and you match it with purposeful execution. It is pretty much the exact opposite of doing business willy nilly making it up as you go. It's business your way, but with a strategic focus. Strategic plan in place and focus looks good on you. Focus looks good on you. People pay attention when you're focused, they pay attention when you know what you want, what vision you're creating, where you're headed, what you really want to be creating, how you really wanna be connecting with other people. Focus makes people pay attention. Focus doesn't just change the way you work. Focus changes the way people perceive your business. Focus makes your business stand out. Let's enter the conversation now Remember, back from session one, markets are conversations. And if you want to connect with people, which is what marketing really is, it's all about connecting with people. You want to connect with people. You have to speak their language Now. This is a little bit different than your fascination language. I want you to be able to use your customers words. I want you to be able to speak to them, to create messaging for them, to create images for them that speak that reflect how they're actually talking about what they want, what they need or what they're asking. That's that's how you actually go about connecting with people. So why does marketing fall flat? Have you guys all had the experience of putting something out there? A Facebook post, an email sales page, a brochure? Ah, local event and just having it completely fall flat. Yeah, me too. Me too. It still happens. You know, I'm pretty good at figuring this stuff out by now, but it still happens from time to time. I still make a messed up. So why does that happen? First, the voice you're using doesn't sound human. When you use jargon, whether it's coach speak or photography, speak or, um, a robotic speak. It doesn't sound human. It doesn't sound like something that's already going on in my head. There are on Lien. Um, there are only a very few amount of people. There is a very small amount of people that think to themselves. Gosh, I wish I could help someone. I wish I could find someone to help me speak My truth. How many people go around saying that? But how many websites do you see that on how maney bios Do you see that in how many elevator pitches do you hear that in? Oh, my word that is not human. Okay? It is not human. The language you're using doesn't mean anything to your prospects. Same thing what you're talking about has to mean something to me and to mean something to me. It really needs to reflect back to me a question that I'm asking myself a frustration that I'm going through a desire that I hold deeply to mean something to me. What you say to me has to match up with one of those things on your contribution to the conversation lacks focus. Um, it's very common. I see this all the time that a businesses messaging will be one thing one day, another thing another day and another thing another day. And those businesses that are hyper focused on messaging, um, and I like to think of mine is one of them, um is, uh, we could It feels almost redundant, right? How often I say things like, if you could count the numbers of times, I'm gonna stay quiet power over the next 25 lessons, and it's gonna be crazy. But you know what? It's focused and you'll remember it, and it will stick with you. We're about to dio by all time favorite activity. Okay, brace yourself. This activity is something that not only I do with every single client I have, But it is something I myself used every single time I am creating something creating messaging, changing directions, whatever. When I sat down to think about how I was gonna not only craft the idea for this boot camp, but then the content for it and then the messaging behind it, I used this activity. You can use this activity for messaging for block posts for product development. You can use it for anything. All right? It's the perspective map. You guys guessed that already? All right, so the perspective map is really simple. It is a box that has four smaller boxes in it. It is a quadrant of things. Is a four quadrant ID box s, uh, in the upper left hand corner. It says, say, upper right hand corner. It says Do lower left hand corner. It says, Think lower right hand column. It says feel this is an opportunity for you to read your customers Minds sound good. Okay. Um, when you read your customers minds, you can figure out what you need to say to sound human. You figure out how you're gonna answer their questions in a way that's meaningful to them. You figure out how you can address their concerns and desires in a way that makes you a lot of money. Okay, so I want you guys to all think about 234 customers that really light you up. These were the customers that if you could put them on a Xerox machine and make that's that is really dating me. If you could put them on ah, photo printer, scanner combination and make 1000 or 10,000 more of these people, you would be so happy. Do you have those 3 to 5 people in minds? Okay, The important thing here is personalization, not generalization. When we set out to think about what our clients are saying doing thinking and feeling most often you go back to that ideal client profile that you guys have all done about 20 times. Not ideal. Client profile is an amalgamation of a lot of different people. It's based on a lot of different assumptions. Andi. It's a story that you've decided to tell not one that you've necessarily observed. That's generalization. What we're doing here today is personalization. The messaging, the language, the things that you develop for your business should be based on individual people and their questions, problems or desires. So once you've got those 3 to 5 people, I want you to think about, um, what they are saying doing, thinking and feeling about your business. A Do you think feel? And actually, you know what I said that wrong? They're not saying doing, thinking, feeling about your business there, thinking, doing, saying, feeling for about the problem that your business, uh, sort of fixes for them or the frustration that you're trying to alleviate. What is it that's on their minds? In fact, a really best practice for this is actually forgetting about your business and just thinking about how these people are interacting with their spouse, their kids, their friends. What are they talking about when they go on a coffee date? What are they talking about? Over beer? What are they talking about over dinner or T? That's your thing. All right. Do I have a volunteer to help me demonstrate the perspective? Map? Michelle, come on up. Have ah seat or Ah, yes. I think that my direction was to go like this. We'll see if that's correct or not. Yeah. Why don't you grab that one? Okay. You're gonna have my chair. Awesome. All right, so tell us who you are, what you dio and, um, where we can find you online. My name's for Shell, and I make jewelry, and I specialize in custom photo jewelry, and you can find me at the red Scorpio dot com. Perfect. Thank you. So what problem? Question is your business kind of what's on people's minds when they go looking for a product like yours. Um, I would say that they're looking for a gift rather than buying something for themselves. Perfect. So gifting is essentially the theme of this particular perspective map. We're gonna drill down using the map to find out what they're actually thinking about. But the gifting is what we really want to kind of quantify right now. So let's actually start with a do. Because I think do is probably the most active piece here. What do people do when they go looking for a gift? Um, well, they can go online and Google. Okay. Something that They have an idea of Google if they have a specific idea. Yeah, or something that they might think the recipient is into. Okay, They might google things that they think that the person who's getting the gift might appreciate. Sure, like interests. Personal interests. Okay, Perfect. What else do they go on? Dio, um They might actually go to a store. They might go to a store like a Really People like that outdoor and stuff. Okay, so they go shopping, right? What else? Um, they probably brainstorm ideas about the person that they're purchasing the gift for. Okay. Do you think they collaborate? Um, with the recipient or with other people? Yeah, they probably dio Alright, what do they say about the gift finding experience? Um, my ideal customer probably wants to get something that's different. So they say, Oh, I'm so tired of the same old thing or I don't want to just buy a gift card. Uh, same old. Okay. No gift cards. Great. And they might say that they want to give a gift that's going to make them look good. I wanna look Brownie points. God, you want to impress? Yes. Let's put that under Think I want to impress. Okay, um, what do they What else are they thinking about? Um I think they're thinking that, um uh, my jewelry is more like a special occasion type of thing. So they're probably thinking that they want to give something that, like, rises to the occasion. Okay, Yes. Meets expectations, expectations, or e would say Yeah, and it's appropriate for, you know, you're not gonna just, you know, by someone and t shirt as a wedding gift. Yes, yes, exactly. How do they want to feel giving the gift? Well, I think they want to feel, um that they've given effort, that they've they've put thought into it, they're they're thoughtful and that the gift is meaningful and they want to feel special, and they want the other person toe also feel special. Yeah, I think in your very interesting case that probably everything that the person wants to feel giving the gift. They also want the gif t to feel with the with the exception of like, I am the best giver, best gift giver in the whole wide world. I think people I know that I like to feel like a good gift giver. Yeah. I mean, yeah, it's a good feeling when you give something and someone reacts. Yes, you know. And so maybe maybe the flip side of that for the gift e There is, like, respect. Like I respect you and your awesome gift giving ability. Yes. Cool. So, what kind of questions do you think? Your based on what we've got here. What kind of questions? They're going around in their heads. Um, I think it's just like availability. Like, what is out there that I can give that is meaningful. That not, you know, like buying someone a car. But it's, uh you know, someone's gonna appreciate it, and they're going thio appreciate all the thought that was put into it. Awesome. Awesome. Um, yeah. And I like this so tired of the same old same old, too. And the gift cards thing, How can I give a gift that maybe even useful without giving a gift card? E think you know, we could broadly defined use. Awesome. So this is great. This sets us up really well for the rest of this lesson. Thank you, Rochelle. Thank you. All right. So when you're doing the perspective map, you can use the map. Teoh. Right? Killer headlines. So Rochelle could take this perspective map and say right. Ah, headline. Or maybe an email subject line that says, Are you tired of the same old gifts, right? Or maybe that could be part of, like her headline for her. Opt in, uh, incentive Retired of the same old gifts. Here's how you can create personalized gifts that wow people every time. Wow. Now we've got two different things going on in here. See? See how amazing this thing is, All right, you can find killer. You can find great product ideas as well. So you know where shells got amazing product line on lots of different options there. But if she were to say, wanna branch out into a different type of product, I would advise her to take this exact same perspective map and think What's another way? I could help people fill all of this. What's another way I could answer these questions of how do you give a useful gift that's not a gift card. How do I give a gift? That's not the same old thing. Um, how do I look? Good. As a gift giver eso You could create a brand new product using everything that this perspective map lays out for you as well. Yeah. Uh, you could you could create you read my mind content. One of my favorite responses to a new block post is Oh, my gosh. How did you know I was thinking about that. And I have gotten people to respond to things like, literally, they thought I was somehow reading their mind or their email or their private Twitter conversations. Right? Um, it is just so much fun to really create content that elicits that response. Because when you dio, it creates this amazing immediate connection. And when you've got that connection, your customers are much more likely. Uh, Thio by and on Thio To pay attention to what you've got going on, they're much more likely to have to see you as standing out from the rest of the market. You can create irresistible sales copy, and you can create content that people want to read like and share. Okay, So, um, remember back to when I said your language and your customers language. Um, we're talking a little bit about two different things. What we really want to look at is where your business is. Language and your customers language start to overlap. Where do your where does your language, your businesses, language and your customers language overlap? Now that's where when I'm gonna bring back up the the archetype chart for the fascination advantage. Because within this chart there are adjectives, and those adjectives can be used to create better headlines. Better sales copy. Better content. Because when you know where you're language and your customers language overlap, you can kind of pinpoint them. Pinpoint where you need to be is a business on this chart. So, Rochelle, what was your fascination languages again? Um, and innovator Bond Mystique. Mystique. Okay, um, so innovation and mystique. So what I'm hearing what? Where we came back over and over again was exceed expectations. Impress look good. What I'm hearing from your clients is that they're really actually prestige oriented. Okay, And so I might say, Let's let's not throw out mystique. But let's move on from that a little bit. And think about where innovation meets prestige because your product is very kind of rock star. Creative, unusual, right? And so where does it meet prestige, cutting edge elite progressive. Now, I don't know if you had necessarily describe your product is cutting edge elite or progressive? But the idea is that you know you can You can play with this and play with those ideas. I think going into with the Saurus and just looking at some creative options for how you can bring together creativity with excellence might be a really good option, another really good option to what might be passion. So looking at the rock star archetype, um, is your product bold, artistic and unorthodox? Yes, okay. And so there's some opportunities there to play with adjectives that are going to sound like what your customer is already thinking about, what they're already feeling, how they want to represent themselves and the product that they're buying and really drive with the way you naturally connect with, Um