Main points:

This week is about bringing YOU back into the picture and putting your passion back into your message. Of course, your clients ought to be at the heart of what you do, but you equally deserve to be there too.

Be aware of slipping into hyperfocus/singular mindset:

  • Hyperfocus on clients leads to loss of self/identity/reducing yourself to a service/product.
  • Hyperfocus on cash leads to a loss of passion for your craft (ie. the jaded musician who spent years playing what they’re told because scarcity mindset tells them they have to take every gig they’re offered even if it doesn’t align with their tastes and style)
  • Hyperfocus on others’ blueprints leads to a loss of direction.

How we can approach this instead:

  • Instead of trying to be what you think they need, remember that who you already are is exactly what your aligned clients need.
  • Be mindful of the money stories you tell yourself and focus on the very real value of the transformation/solution you offer.
  • Take back ownership over crafting your own way of doing things. Instead of blindly following, seek to be “informed and inspired” by the successful strategies of others.

What is a core message?

  • Communicates your passion, your values and beliefs, what your stand for/against, and what marks you out from the crowd (key differentiators/unique selling point)
  • Key differentiator examples:
    • Hannah – looks and act differently from her competitors – she is the antithesis of “sales bro” sales consultants.
    • Alex – has two very different markets (SME and Corporate) but they share common characteristics – lack of (self)leadership/understanding of leadership and how that relates to business success.
    • Carole & Cristina – understand a particular audience – Expat families on overseas secondments, and female GenXers waging war on growing old, respectively.
  • Might include your brand promise:
    • Compelling benefit (aka the bold claim – which doesn’t actually have to be that bold but it does need to be attractive)
    • Authentic and realistic – ie. you can’t be promising to help someone bring in 10k months if you’re struggling to make 2k. That is both incongruent and unethical – don’t be that person even though so many are.
    • Has to be a promise you can keep every time – for example, my brand promise is to help you feel rockstar confident. Whether I can manage to make you feel like a rockstar for 5 minutes or for the rest of your life depends on you but overall, I can keep that promise.

Why is your core message important?

  • It helps you focus on a specific market, in turn making your marketing efforts more powerful, increasing your authority and making it easier for your aligned clients to find you.
  • You’ll know how to talk about what you do, what sets you apart, in a way that excites potential clients.
  • It helps you to understand how to speak to your clients wherever they are on the client journey.
  • It helps to inform all your creative decisions from offers to visuals to price points and beyond.

Task 1: What’s your current message?

Your message is already out there in the wild so before we begin crafting our message, let’s check in with what our audiences are already hearing from us.

In your stories (or any other format you feel comfortable with) ask the following questions to your audience over the course of the next week (in a wording/style that suits you):

  • “What three words would you use to describe me?”
  • “What do you think I help people with?”
  • “What free resource/paid offer would you like to see from me?”/”What would you like to learn from me?”

Task 2: You and your work.

You will already have been thinking about some of these answers when you completed the onboarding questionnaire.

  • What do you love most about the work that you do?
  • Why did you start doing this work?
  • What do you hope all clients walk away with after working with you?
  • Why is it important, in your opinion, for your clients to solve the problem you solve?
  • What is that problem? (If you struggle to answer this clearly, reverse engineer it from the opportunity/outcomes of working together)