"So what do you actually do”
If you’re a personal brand, or service based business and have EVER been asked;
“SO what do you actually do?”
...then come on over and pull up a seat.
What you haven’t got right. IS. YOUR. MESSAGING. 😱
I’ve said it 1000 times and I’ll keep saying it, messaging stems into every part of your business - there’s a very high chance you’re on the content hamster wheel, and are in need of a helping hand, and guess what - content is built off of messaging. As a business, the MAJOR reason, if we cut the BS and get down to it -that any business owner, brand or personal service goes onto Social Media is to make bank. I don’t know anyone that truuuly loves social media. So if you’re going to be spending precious time on the platform - you want it to be worth it.
Because let’s be honest it requires a hectic amount of resource - time, money, thought, mental space and energy.
However your messaging stems across all your platforms; website, Youtube, LinkedIn, everything.
Here’s a few indicators that you probably have it wrong / inaccurate.
Unqualified leads / lack there-of leads at all
You receive DM’s or get asked questions like “so what do you actually do”
You’re sporadic and unclear on what content to make and what to say when you make it
You jump onto a sales call or chat and realise the lead is totally not someone you want to work with
You’re finding you’re having to really prove yourself or put unnecessary effort in to build trust when you get a new client
Here’s a few indicators you might notice if you’ve got it right.
You’ll receive DM’s with sentences like “I think you might be talking to me with that last post😂” or “Wow I feel attacked 😝”
Increase in leads
Increase in QUALIFIED leads. Meaning it’s no longer tyre kickers, but people that know what you’re selling, what you will solve for them and they want to engage about it.
Which in turn also makes it easier to convert. You may notice you’re all of a sudden you’re getting more yes’s where you got no’s.
People with the SAME problem in the SAME situations approach you. I.e you’ve made it CLEAR what you do and who it’s for. When the messaging is diluted and confusing so is the engagement from the audience, and fair enough too. Because they don’t really know what you’re solving for them.
Obviously there’s some serious downsides in there and some serious upsides too. Which can also be an indicator - pendulum-ing, or see-sawing between the listed wrong / right indicators above. E.g. You receive leads that are SUPER qualified but also some that aren’t at all…the hot and cold of it.
So obviously I’m leading you to a point where I tell you how to get clearer on your messaging, and I see no reason to tease you right now either. So let’s get down to business.
If you want to have more qualified leads, make your customers feel seen and heard while also building credibility and trust AND positioning yourself as the “guide” that can take them from where they are to where they want to be (which is super important because if someone doesn’t perceive you can solve what they want they will not buy, and you aren’t serving them) - then listen up.
Fortunately I’m going to cut straight to it, do these two thing’s. Right now, it’s all that’s needed.
Be empathetic. Let’s also distinguish we aren’t being sympathetic. But dial in on your empathy of them. What you know, deep deep down they are feeling (in relation to the problem you / your service / product solve). Not only know it, but know how to speak to it intimately. Know how it affects their relationships, friendships, career, all the way down to how they interact with their pet. You’ve got to be able to speak to them on those levels. E.g “I know you’re blank faced staring at Canva on a Monday night trying to think of a post to make - I also kind of know you’re overwhelmed from being on that content hamster wheel, and that the lack of qualified leads is hurting your bottom line, and that you’ve definitely felt better day to day” ………type thing.
Whilst ALSO establishing yourself as able to be trustworthy and credible.
Dialling in on the empathy says to them “That business / person knows my struggles so intimately it’s like they’re in my head”
Establish Trust / credibility. The empathy piece gives credibility for sure, but you need other certifying exemplifications. These can include case studies, success stories or simply testimonials of people that have received what you’re selling and seen the result / success / their ultimate desire through you. This one’s quite simple, but an important part of the process.
That’s your prescription for now. Clear and simple. Maybe an action list would help?
Actions for you:
1: Take 20mins, whiteboard, brainstorm or type out the deep problems you’re ideal customer feels daily. Helps to pick one ideal customer you know and have worked with and use their context specifically and branch that out. Go as far as you can. Be gentle with your perimeters, allow yourself good freedom with it to avoid any blocks.
2: Write out a list of 3-5 people who are “success” stories of yours. Mention to them what you are doing, and that you would love to catch up with them and record them for this purpose…..or whatever words you need for what is the best content for your needs. But capture it.
That's it, off into the wild you go. If you need me i am here.
Keevs
🚀
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