153. 6 steps to figure out what to say in your marketing

Brooke Monaghan21min

Brooke Monaghan

00:00

You're listening to transcend your dichotomy, the podcast where we break the rules that say we have to leave ourselves behind in pursuit of success. I'm Brooke Monaghan and I created the show for purpose driven business owners. Together, we'll talk about how to go for your goals have an impact, all while honoring yourself, your desires and your values.

Brooke Monaghan

00:26

The original title for today's episode was how to make consistently marketing way easier, but I changed it. Six steps to figure out what to say in your marketing, because I feel like that's a little bit more accurate. And at the end of the day, I think that having these six steps to figure out what to say. And I mean, like not like big picture. I mean, like, you could literally use these today to just figure out what to say today. Having these six things that you can come back to walk through to figure out exactly what to be talking about, makes it a lot easier to show up in your marketing. So we're talking about the same thing. Now, what I'm sharing today is actually from a workshop that I did back in the day, this was a couple of years ago at this point. And the premise of this workshop was basically how to have create really effective email marketing, even with a small email list, it was called Small List, real connection. And the whole point of this workshop was let's take the energy that we are currently putting into trying to say the right thing to get a certain outcome, or the energy that we're putting into worrying about not having enough people on our email list, just take all of that and just put it right into directly connecting with the people who are already in your orbit doesn't really matter if you're using us for emails or any other form of marketing. The same is true. So we're going to walk through these six steps. Now before I get into this, I just want to mention, I talked about in the past couple of episodes, I am opening up the this new product that I have the aligned business portal in the middle of December for beta testers, this is going to be a digital product that's going to walk you through creating really aligned offers, creating really clear and aligned messaging on those offers, and creating aligned practices, sustainable practices to consistently show up to market those offers and sell them. And all of this is going to be done through the lens of showing up in a way that is really true and authentic and aligned and how when we walk through the door of like creating these really aligned offers, all the marketing stuff becomes so much easier. It's a way to create effective marketing, without it being about what you think you should do or what you should say. So if you want to grab that you can go to bit.li/aligned Business Portal, I'll immediately send you a webinar that I filmed a couple of years ago, on what I did to create my first waitlist in my business and spoiler it was about creating aligned offers. So this that we're covering today is actually something that we dive deeper into in the alliances business portal as well. And I'm actually including in the portal, a

Brooke Monaghan

03:26

walkthrough of creating your own ritual for showing up to market yourself that is gentle and easy, and also really effective and targeted. So here are the six steps that we're going to walk through goals. Audience, headspace connection, invitation and engagement, let's get into them. The first thing is goals. So before you create any piece of marketing, what I want you to do is sit down and think about what is the ultimate goal of writing this piece of content or recording this piece of marketing? What needs to happen in order for you to meet that goal? And is there anything that you are already doing, that you could leverage to meet that goal. So let me give you an example. You might say my ultimate goal for creating this piece of marketing is I want to be I want to sell this thing. So the second question is what needs to happen in order for you to meet that goal? Well, in order for me to sell this thing, from your current perspective, right, I want you to sit and think about for your business and for your people that you're talking to what do you need to do in order to meet that goal? You might say, well, I need to build some trust, and I need to get people prepared to work with me. And then think about is there anything that you're already doing that could help folks do that? So you might have in my case, I have a podcast, right? So I might direct people to a podcast episode that I wrote on this thing that I'm about to talk about, which would build trust because it would show people hey, look, I can see simply show up. And I'm always talking about the same thing. I know some stuff about this. Go back to last episode, if you want to hear more about why that is so important. Or you could say, Okay, I need to get people prepared to work with me. So to get people to prepare prepared to work with me, maybe I need to give them something that they can take action on right now to help them get these like smaller incremental results and kind of get them to a point where they realize, okay, like, I have something to say I have something that's going to help them and now they're one step further along. The point here is, before you create any piece of marketing, I just want you to sit down and get really clear on what you're actually trying to do. Because a lot of folks start, they know, they need to show up to marketing. And it's just like, alright, what am I supposed to say, and there isn't even any intention around what the point is, in that one piece of marketing. And I talked last episode about how you can or the things that you need to do in order to get people to invest in working with you. If every single time that you sit down to create a piece of marketing, you just talk about your offers. That is probably the reason that people are not investing in working with you. And so I would recommend going back to that last episode, and listening to those things that you need to do in order to prep people to invest in working with you. And that will give you some idea of what some great goals would be to focus on for the marketing that you're producing. But what I can tell you for sure is to get people to buy a thing from you, you're gonna have to build some trust, you're probably going to have to shift some mindsets or beliefs. And you are going to need to educate people on what you do, and the value of what you do, right. So those are some things to think about that are deeper than just, I just need to sell this thing. Now, the second thing that I want you to think about is your audience. So you need to make sure that you are getting in front of the right people, not just any people, right, so your marketing needs to be for very specific people. So are the people who are coming into your orbit joining your list or following you on whatever platform you're on, or booking calls with you? Are these people who you want to be working with? Are they people who you know that you can help? Are they people who will realistically buy from you. If they're not, then that's a pretty good indication that you are not actually talking directly to the people who you need to be talking to. Right. So you need to get clear on who your audience actually is, and start talking directly to those people. Now, in your in any marketing that you're creating, you want to think about who is that person? Where are they coming from? Who are they? What are they struggling with. And I actually recommend picking a person like a real person, think about a person who you know, is struggling with a thing that you really want to help folks solve and create your content or like for that person, talk directly to that person. So get clear on what the goal is. Get clear on what needs to happen in order for you to achieve that goal. So probably your goal is to sell something at some point, but what are the things that need to happen first, and then get clear on who the person is that you are talking to? And you really want to make sure that you are getting in front of those people. And if the people who are coming into your orbit are not those people start talking to those people start talking to them now. Bring them in, right. Because if if the people who are coming into your orbit are not those people, sometimes it's that you're not showing up in the right places. But oftentimes, it's that you're just not being true to your message. And that is why you're not attracting the right people. So start talking directly to your person. Now the third piece is headspace. So you need to be writing directly from directly to your person, and you need to show up for them for real. So whatever you need to do to get yourself there either get yourself into that headspace or when you find yourself in that headspace, when you suddenly get this this hit of inspiration that oh my gosh, you have something to say to this person, take advantage of it right? You need to think about like what are they struggling with? What do they need to hear from you right now? What do you know that they don't know? Right? If you are not being the person who can deliver on those amazing results that you know that your work can get for them. When you write it will come across in your writing that you are kind of trying to convince rather than speaking from a place of confidence. So when I talk about headspace what I'm talking about is I want you to think about your person and I want you to embody this version of yourself. Who can confidently show up in a room with them and do what you do, and get them the results that you are there to get them. And don't get in your head about the word results, okay, like I'm not talking about like, you have to offer some super tangible thing, you get people a result, if you offer a service, there is an outcome, when that service is really well done. That is the thing that you offer, that is the result that you offer. Before you create any piece of marketing, I want you to actually take a minute to get yourself in the headspace of that confident version of you who is sitting in the room with that person doing the work that you do, and getting them those results. And then the fourth thing is connection. So you've gotten clear on why you're creating this piece of marketing you're getting, you've gotten clear on who you're creating it for. You've gotten yourself in the headspace of a person who can deliver on the work that you do, and get them the results that they want and need. And now we are focusing on connection. So pick your single person, think about what they're struggling with, and what's going on in their head. If you were so bold, and you just told the truth and had 100% confidence in yourself, what would you say to them.

Brooke Monaghan

11:20

If you have a small audience, you actually have a really big advantage in this in this regard. Because you have the opportunity to be super fucking bold. Okay, if you have only a small handful of people who are listening to you, you have even more reason to put it all out there and be bold and tell the fucking truth I want you to think about, you are sitting there having coffee with this person. And they are pouring their heart out to you, but what's going on, and they really need you to be honest with them. And they're asking you please just tell me the truth about this thing. I want to hear it, I'm ready to hear it, you know that they're ready to hear it, what would you say to them? That is what I want you doing, I don't want you broadcasting some general message. I want you thinking about actually connecting with your person. So this is the main piece of your messaging, when you're creating that piece of marketing, this connection piece is where you're going to land on what it is that you want to say, for real. That's what to say. So with clarity in mind about why you're creating this thing with clarity in mind about who you're talking to, in this, this headspace of the person who can deliver on this and no focus on connection. I want you thinking about what do they really need to hear from you right now? What would be most supportive for them right now? And what would you say if you weren't holding back? That's what to say, okay, and you can do this. Anytime that you want to show up and create your marketing. Now, the next piece is the invitation. If they really wanted to work with you, or if they really, if you told them what you had to say if you if you told them the truth about this thing, and they said, okay, oh my gosh, like, yeah, you're totally right. Can you help me do that? What would you want to make sure they knew about? It could be a podcast episode that could help them go further. We talked already about what are some things that you've already done right, that you could leverage? This is where that comes in? Is it a podcast episode? Is it a blog post that you wrote? Is it an offer that you have? Is it a call with you like a sales call? Is it a free training? Is it a free event that you do? Maybe you just simply throw in like a PS, at the end of your message, hey, here's the thing, what I really want to tell you today, and PS, if you if this is resonant for you, this is this thing that I have, you don't have to overcomplicate it, you do not need to come up with some flowery transition into how to make an invitation. You just make the invitation, just open the door and let them walk through it. But remember that you need to be talking right to them. And you need to be like being that person who can deliver when you make this invitation. Otherwise, it's going to come through, it's going to be misaligned. It's not going to land for people. So that pre work that we already talked about is so important when you make this invitation, and then the final thing is an engagement. So what happens when someone does respond? What happens when someone says, oh my gosh, this was so resonant for me. Thank you so much. What happens when someone says oh my gosh, I listened to that podcast that you shared. And that was really helpful for me or hey, you offered for me to get on a call with you. Yeah, I would love to get on a call for you. Do not desperately try to turn it into a sale. Let them know that they are safe, that you meant what you said that you were creating this marketing to help them but tell them the truth and make it known where you can and support them. Okay, so I'm not saying don't sell. I'm not saying don't offer the thing that they're asking for if they're asking for it. What I'm saying is don't get frantic. Now. Hold your confidence, let them know you meant what you've said, let them know that you this is this is a place where they can show up and engage with you without you being like, Okay, give me your money now. Right now I'm turning into somebody else, you need to maintain this. So tell the truth, and make it known how they how you can support them. But don't lose focus on them. And the knowing that if you keep showing up and leave the door open, they will walk through it on their own. And our last episode, I talked about how you need to invite instead of push, this is where that comes in. People will disagree with me on that. I think that there are instances where it is true that you need to be a little bit more forceful. I don't think that most of the people listening to this podcast, work with the client, the kind of clients where that is effective. So for you, my friend,

Brooke Monaghan

16:07

I'm good, I want you to focus on this, I want you to focus on them. Focus on what they need from you, and how you can help them open that door. But ultimately, let them know that like they get to walk through it on their own. And you're gonna be here when they're ready, and be as generous to them as you expect them to be with you. If you want them to show up and invest in working with you, be as generous with them with your attention and your focus as you want them to be with you. That is the most important thing that I think we need to keep in mind when people do engage with us. Because I can tell you, it is really easy to squash a relationship real quick when you do all of the things before this in alignment. And then the second the money is involved, you start getting real weird. And now they're gonna like run away because it was clear that like you made it seem like you were real inviting. But actually you are all about the sale. Now there's a difference right between just opening the door and letting people walk through and like shying away from selling. I'm not saying shy away from selling not at all. But what I'm saying is so if somebody were to respond to one of my emails, say or to something that I asked in podcast episode, or something that I offered and a piece of marketing, and someone were to reach out to me and say, oh my gosh, Brooke, this was so helpful for me. Thank you so much. I've been thinking about maybe working with you in the future, could you let me know what that would look like? What I do is I say yeah, the next step is for us to actually get on a call together and make sure that we're a fit. Here's a link where you can book that whenever that works for you. And in the meantime, please let me know if you have any questions about working together, right? I'm not like frantically like trying to push something. But I'm also not going to be like, oh, yeah, well, um, you know, it's that's up to you, you can go to my website and check it out.

Brooke Monaghan

18:06

And if you're interested, right, so like, be you can be direct without being like, desperate is the point. So let me just recap really quick. So anytime that you are unclear on what to say, in your marketing, anytime that you're like, I need to create some marketing, I don't know what to say. First thing, get clear on your goals. What is the ultimate goal in writing this piece of content or recording this piece of content? And what needs to happen in order for you to meet that goal? Is it trust building time? Is it education time is it prepare the person to work with you time, then get clear on who the person is that you are talking to. And make sure that you are in the headspace of the person, like this vision of yourself, the person who can sit in that room with them and hold what they're going through and get them the result that they're looking for. Help them with the thing that they need help with. Then focus on connection, pick a single person, write directly to them and tell the truth. Make an invitation. Open that door Don't be you don't need to be flowery about it. You don't need to be all verbose. You don't need to come up with some transition where suddenly you're selling and they didn't even know who you can just put a PS and just say, Hey, by the way you want this thing here it is. And then focus on engaging with them and continuing to focus on them and how you can support them, rather than clicking into someone else. And getting into that desperation mode once the conversation starts. Now, this is something that I am going to outline in full in a format that's going to be really easy to follow and to create your own ritual or practice around showing up to market and to get really clear on what it is that you want to put out there in your marketing. And I'm going to do that in the aligned business portal. So bit.li/aligned Business portals where you can get on that waitlist. I'm opening it up to beta testers in the middle of December if you would love to test it out for me at a reduced rate and then give me your feedback I'll I will give you the version of it after I implement all the changes that I have identified that need to be made. made, I will give you that version when it is completed. And also when you get on that waitlist you will get that webinar on creating that I recorded actually a couple years ago on what I did to create my first waitlist and my business. And it was all by getting my offers in alignment and my messaging and alignment. Thank you so much for listening. Next week, we are going to be talking about what to put in your free stuff versus what to save for your paid stuff. I can't wait to see you there. Transcend your dichotomy is a production of passion and process collaborative LLC. The show is produced by me Brooke Monaghan with production and marketing support from Julia pink crunch. Ranjani creates blog posts from some of our episodes, which you can find on the episode page at Brooke dash monaghan.com/podcast along with the transcript of today's episode and any other resources I shared today, if you're ready to put this work into action, head to Brooke dash monahan.com To learn more about transcend your dichotomy training camp and coaching with me. Love to see you next week.

00:0000:00