Behind the Scenes Series Day 2

If your marketing strategy isn’t bringing in and converting leads, then something isn’t working…and I’m willing to bet it’s your messaging. 

Messaging is how you talk to your audience; it’s how you connect with your leads; it’s how you sell your offer; it’s how you attract your buyers. And there are crucial components that your messaging needs to be successful, and turn your leads into buyers. 

In this second ‘Behind the Scenes’ episode, I’m explaining exactly what those components are, why your messaging needs consistent refinement, and what to do if your messaging just isn’t working. Listen in!

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READ THE EPISODE TRANSCRIPT

Emily Hirsh:

If I was to boil down that word messaging, it’s how you talk to your audience. It’s how you talk to your leads. It’s how you position everything you put out there. It’s how you connect with them. It’s how you sell your offer. It’s how you get someone to sign up for your free offer. It’s how you attract your buyers.

You are listening to the Not For Lazy Marketers podcast episode number 437.

Hello, everybody. Welcome back to the second episode of this behind the scenes series, where we are talking about the six, absolutely critical essential components to your marketing strategy to create success. And I’m basically tying it to what we tactically do in our agency offer and with our team. And I shared yesterday, if you listen to that one, how I kind of realized after getting back in the weeds over the last three to four months, what we do differently. And I, and I feel like I lost connection with that and connection with my expectations around that because I’ve had my business for a long time and I built it as most founders do around some of my natural gifts in the way that I looked at marketing and the way that I pieced things together that was different. And I want that to be so alive in my company.

And so I kind of re-founded that connection. And I think through that, I’m able to bring to you guys what the important components should be and are critical for your marketing strategy. So just a reminder, if you didn’t listen to yesterday’s episode on Thursday this week. So tomorrow when this episode comes out, I am gonna be doing an open house, but on that open house, I’m basically pulling back the curtain and sharing all of the strategy presentations and like the total behind the scenes, I’ve done 22 custom strategies over the last 60 days with each of those comes a presentation I put together and it’s not so much about like, oh, it’s a presentation. It’s about what goes into it. Right. And what goes into that successful strategy. And I really thought about visually showing you guys, that visually showing you how I map it out, the nuances I take into consideration, how I create it, custom the projections.

I make the visibility component, all the components I thought showing that to you guys would be really helpful. So I’m doing an open house tomorrow at 4:00 PM Eastern time. There’s no opt-in or anything. It’s really just for my audience. So if you go to Hersh marketing.com/open house, it will just add it right to your calendar. It’ll be on zoom. And if you need the link, you can DM me, or you can email our team too, if you just need the zoom link. But I am super excited for this and I’ll be doing four more episodes following this all about these six components. So yesterday we talked about creating a guaranteed to convert marketing strategy. And today we’re talking about the secret to attracting buyers and I’m tying everything that I talk about in how we do this in our agency. So essentially I’m just sharing all our secrets because I know that we do it the best <laugh>.

So I don’t care about sharing the secrets. So the second piece is attracting your buyers, and this is the next most important thing. And honestly like yesterday’s topic around strategy has to be paired with this, for anything to work. And this comes down to messaging, and this is something that when you onboard with us as the client, we put quite a lot of work into. And I think one of our biggest differentiations, especially when you talk about the elite offer that we have, that is much more accessible to a lot more businesses who have a lower ad spend budget, and don’t necessarily, they can’t do the funnel work and they can’t do all the different platforms. And the, and the differentiation is the copy and creative team that we have. But that wouldn’t really do very much if we didn’t do what we do here around messaging.

So when you onboard as a client in our agency, either offers, either our profit higher level package or elite, you go through a process where we do a deep dive in your messaging. And I talk about messaging on here all the time. And I feel like, do people know what the word messaging means? If I was to boil down that word messaging, it’s how you talk to your audience. It’s how you talk to your leads. It’s how you position everything you put out there. It’s how you connect with them. It’s how you sell your offer. It’s how you get someone to sign up for your free offer. It’s how you attract your buyers. And so messaging is something that is never finished. There’s constant work on it. There’s constant evolvement. And I’ve been blown away by the progress that especially some of our elite clients have made in a very short amount of time just by working with our team around their messaging.

And so when you onboard, you fill out a specific messaging survey. And in that again, just like yesterday, how I talked about our strategy intake survey, like business intake survey, a lot of the power comes in knowing what questions to ask. And so we ask specific questions around your ideal customer avatar, but also getting really deep into pain and frustrations and their dreams and their desired outcomes and how you’re gonna position yourself as somebody different and you know, what your brand voice is and how you’re gonna connect with your audience. And so we start with that and then following your strategy call, basically right now all new elite clients meet with me. And then after that that will be like the next 30 days where we’re gonna be hiring and training a strategist. But then following that they have a 30 minute call with our creative manager.

And what I do is I basically talk to our creative manager and I say, Hey, here’s the strategy that we have decided on. We’re gonna be running ads to this webinar funnel or this live launch or this funnel, whatever it is that the strategy has been decided on. And so I need you to go talk to the client and make sure that you guys are able to collaborate and you’re able to pull out of them enough information about their brand, about their voice, about their ideal customer for us to write great copy, because we’re gonna be writing copy for XYZ. So basically I take the strategy. I tie that to messaging in the back end, and then you meet with the creative manager and, and she digs into angles and messaging and connection with your audience. And so what I wanna talk about is the key components to messaging.

So here they are, and here is how we do this successfully. The first thing is that you are able to consistently create an emotional connection to your ideal customer avatar. And there’s so much that goes into this, but the very first thing that goes into this is that you’re clear on their emotions. You have to be clear about what their frustrations are. You have to be clear what their dreams are about what their desired outcome is like, what do they want to achieve? As it relates to the niche that you support people with and the problem you solve, you have to be clear on the problem that they do want solved and why it’s not solved and what they’re trying to do to not solve it and what they feel and what they think as a layup at night. And they’re worried, and you have to be connected to that emotionally connected to that, because if you’re connected to that, then in your marketing that comes out in all of your copy, all of your creative and the stronger, this connection is the stronger all of your assets in your marketing are going to be.

And this is how you attract your buyers, right? People make all decisions and take action off of emotion for the most part. So everything you do in marketing, it needs to be driven by this. If you want someone to sign up for your webinar, if you want someone to buy your offer, opt into your Legion, purchase your product, they’re not gonna do it based off logic. They’re gonna do it based off emotion. And for you to connect to that emotion, you first have to understand it. The second piece that’s really important and that a lot of people miss the mark on this, is you have to incorporate your ideal customer avatar’s language. There are so many conversations I’ve had with clients in the last 60 days where I said, I understand that that’s what your audience needs, but what do they want? They’re not gonna say it like that.

And there’s a lot of complication that happens whenever I hear people talk about their ideal customer, or they explain to me like, this is what I do in my business. This is the problem that I solve, right? This is why they should sign up for my webinar. Are they? And I always typically will ask, are they actually saying that, or is that you telling me what they need in marketing? You have to give people what they want. And I see this a lot where experts in their field, they feel like because they’ve been in the industry and they’ve been what they do for so long, they get into this thing where they’re like, well, what my audience wants, isn’t right. Like, they’re thinking about this wrong, right? And this comes up so often, you know, for example, if I use myself for an example, I could say all the time, I could say something like, well, what my audience wants is instant results with their Facebook ads, but that’s not possible for it to be instant.

In most cases, right? You have to do this and you have to do this and you have to do this. Now. I’m not saying go out and lie about what’s possible at all, but you still have to connect what somebody wants. So in my marketing, I still have to connect, getting results with Facebook ads, with digital marketing in their business and not be like, well, it’s gonna take you a year. It’s not really gonna take a year, but you still have to speak to what they want. And this has come up a lot where I had one client. Who’s amazing. I don’t know if she’ll listen to this podcast, but she targets parents of autistic high school graduates. And she’s amazing. And she knows her audience really well. And, but more importantly, like she knows what she does really well, but she was getting in her own way because the way she was speaking, she was like, well, the, these high school graduates, they’re not gonna be able to fully adult, like, they’re not gonna be able to fully do this.

They’re gonna always like, have some reliance on their parents. And so I need to convince the parents that it’s their mindset. They need to change. And I’m like, yeah, but they don’t want that. Right. They want their autistic high school graduate to function better in an adult world. And if I’m understanding you correctly, and that’s what I said to her, I’m like your content and your processing system is gonna help them do that to an extent now, is it gonna make them a completely quote normal? And I use that word lightly, cuz I think autism is a gift in many people that they very smart people have it. So I use that like quote, normal of what society says is normal. I wanna make that clear. The parents want the, the kid, the graduate to operate. Normally you can’t. I told her, you can’t change what they want.

If you go on a journey and you’re marketing to change what your ideal customer wants and try to convince them what they want is wrong. You will not win. That will not work. You have to speak to the fact that they want their child to operate more as an adult, to lean on them less. And her content and her program accurately does this. Now it doesn’t turn them overnight into a different person. And I’m not saying to say that, but I was saying connect with what they want. And it made a massive difference in what we came up with for her optin and how she was gonna attract leads. And so this is the piece that is missing with agencies and missing with marketers out there is they are letting clients come to them or you come to them and say, here is my optin like, here is my offer.

Here is what I’m gonna do to attract my buyers. And they’re running with it without providing any guidance. And that’s one of the first things that we look at between me and my creative manager is, this hook, this free offer, this paid offer. And a lot of times it’s not changing the backend at all. It’s changing the way you’re talking about it. And too many of you guys try to change the language to be your language or, or putting yourself on a path where you have to convince your ideal customer. What they want is not actually what they need. It’s still, it’s a losing path, right? It’s not gonna work. You still have to speak to what they want, then give them what they need. That’s a foundational principle in marketing that a lot of people really miss, but also with your messaging, it’s really important that when you’re speaking to your ideal customer, when you’re writing copy, when you’re making videos any place that you’re, you’re trying to attract buyers, audience leads, converting.

Those leads that you’re using their language that you, and usually that’s really simplified language. I actually saw that Alex or mosey put like a month ago that they did a test where they brought email copied down to, to a, like, I think it was a third grade level and it tripled their click through rate. So I thought that was so interesting because a lot of times, most of the time the language that our ideal customer uses is really simple. It’s like, I want more money or I want this, or I want to grow my business. And you have to find ways to say that uniquely to your brand, but you don’t have to complicate the language to stand out again. As I said yesterday in that episode, success is not from complication. So anything in marketing is not over complicating it. Okay.

So those are the other key important pieces to attracting buyers. And I have a few more, the other piece that is really important is, is kind of more like an ongoing strategy. And so this is something that ongoing we do with clients where if something is just completely not working. So I had one of our elite clients, we tested out an opt in for the first 30 days. And it basically was bringing in the wrong person for her hire ticket offer. And you can go the route of like changing the, the copy and, and changing the landing page and making tweaks. But ultimately I was like, you know, I think that it is just the wrong opt-In, like I think that you think that, and we didn’t know this until we actually got some data. This was one thing that it was like, it was worth testing.

And now we need to go back and refine, but we need to do more than just refine. We had to completely pivot. So we actually took that free opt-in that free offer. And we changed it completely to a different offer because we sat back, we took a step back and we were like, okay, this person that we’re trying to attract, what is that problem they’re experiencing? And is this attracting that wrong person? And we actually wanna repel the wrong person with it. And so sometimes you have to actually make like, if your results are like zero and you’re getting traffic in, whether that’s like zero leads or zero sales or zero calls booked making tweaks to like a landing page or your ad copy, isn’t gonna make you go from like zero to 10. Okay. So if you have zero and you’re getting traffic, it’s a foundational issue, which oftentimes is the offer and the offer positioning.

And again, an offer is not just a paid offer. It’s an offer. When you want someone to do anything. When you want someone to opt into something free, sign up for something free, that’s still an offer. And so there’s sometimes where you have to completely change like the webinar title or the PDF download that you’re offering because it just needs such a drastic change in results. And so evolving with your messaging is really important because your ideal customer is gonna evolve over time. If you think about people a year ago, compared to people today, most of our ideal customers are going through something different, right? Things have shifted a little bit, not like drastic changes and shifts their wants and needs are still very similar, but the way that they’re speaking about them or the frustrations that they’re experiencing have probably shifted. And so for, for people who go and like do that initial one time, work on their ideal customer and they never revisit it.

It usually leads to issues in their marketing because they’re not evolving with their ideal customer. And so when you work with us, this, what this comes up as, and is critical, critical for your marketing success is if something is completely not working, we just get on a call and we do a deep dive. And this includes oftentimes the creative manager and me right now, the strategist. And we figure out that bigger change, like, do we need to change the offer? Do we need to change the webinar strategy? Why is it landing? What is the messaging that’s off? So that comes through like an extra strategy call. Like I said, that client that we had to change their offer. That’s what we did. And other ways that this could come out, if it’s a smaller scale, like it’s working kind of, but we need it to work better is audits.

So we will audit a sales page. We will audit a webinar if it’s not converting. We’ll audit a landing page, we’ll audit emails and, and look for improvement in the messaging improvement in the way that we are attracting and converting buyers. And then the last piece with this, which kind of goes with the other one is evolve with your ideal customer, but also with constant refinement. And I think this is one of the most important things, because once you get that foundational work in place and you’ve done the foundational heavy lifting, you basically need to look at your messaging every month. And the thing with marketing and the thing with businesses, there is always opportunity to be doing more. There’s always opportunity to refine and improve. And this especially comes up with your messaging. And one of the things is as you market more, you should be reaching more people who, if you listen, are gonna teach you ways that you can speak to new people better.

And so some of the best ways to improve your messaging is to just listen to your audience and listen to your leads, pay attention to the comments, pay attention to the questions in the DMS, pay attention to the content that landed the best versus didn’t pay attention to what your experience was on a webinar and what people responded to versus didn’t respond to. And that kind of feedback. The only way, the only path for you is to just constantly grow, right? It’s kind of like if, if I was to do something today, there’s no way it will be as good as something I do in five years. Because my experience, my wisdom, my connection with my audience, it’s only gonna grow. And so for me to say, like my messaging is set and I don’t have to change anything. And there’s no room for me to evolve or refine is completely wrong, right?

Because time just adds to our knowledge. There’s no way about it is the more leads you get, the more experience you have, the more times you do a webinar, the more times you write emails, the more times you show up for your audience, you’re just improving the way you communicate, the more times you record podcasts. somebody asked me the other day, how do you riff on your podcast? I’m like, I’ve done 400 plus episodes. I’ve had my podcast for four years. It’s a natural skill of mine. Yes. But I have also done this thousands of times. If you look at all the webinars, all the videos, all the podcasts I’ve done. If you go back four years, my podcast sucked. If I talk to my audience the same as I did, then now it wouldn’t have grown. Right? And so as you work in your business and you improve your marketing in your messaging, pay attention to what can be refined.

I just talked to a client yesterday and we did her strategy and, and her sales conversion is incredible and she’s doing amazing, but there’s also so much, those are my favorite. I’m like, you’re sitting on a gold mine. There’s so much we can do to improve this and you already are profitable. But I’m like, you should probably yeah. Update your webinar because I’m sure you’ve learned so much in the last six months, right. Through the conversations, through the paying customers that you’ve got and, and realizing why they bought. And oftentimes I think what happens for people is somebody buys and they, that customer shares a completely different reason to what pushed them over to buy that we weren’t even thinking about. And we’re like, oh my gosh. And now you incorporate that in your marketing. So one of the secrets to attracting buyers is constant refinement, which that has to come from constant practice on your end.

But also from listening, listening to your audience, listening to your leads and listening to your paying customers. I’m a fan of interviewing and talking one on one with your either audience or leads or your customers at least once a year. For me communicating with my sales director on conversations, she has on sales calls and constantly gleaning like Intel from that is absolutely gold because it changes what people were saying on sales calls a year ago is different than today because the core root frustrations problems and dreams are the same, but the micro frustration problems and dreams are different. Okay. So just to like recap, because that was a lot: the secret to attracting buyers is mastering your messaging, which comes from foundational work on your messaging, deep, foundational work and constant refinement and ways that you can create that in both sides is emotional connection to your ideal customer avatar,  constantly incorporating the language that they use, speaking to what they want, not what they need and really challenging yourself with that. Remember though the language isn’t complicated. A lot of times it’s simple: fifth grade, third grade level English or whatever language evolving with your ideal customer and constantly refining what you do. That’s how you attract buyers. And this paired with what I talked about yesterday, the strategy they have to work in tandem with each other. That’s why our process, when you onboard with us is we start with deep dive business audit. Then we move to strategy. We develop the strategy and then we move to messaging. Now, the reason we do it in that order is because we need to know from the strategy, what we’re writing copy for and what we are, what angles we need to create and how we need to create that connection, which without the strategy, we won’t know, it’d be more broad.

So for us, we’re going deep on like angles to a webinar angles, to an opt in angles, to an offer, how we’re gonna write really great copy, how we’re gonna stand out and help the client stand out and pull that out of them and help them with video ideas and creative ideas and so strategy and messaging, they have to work together. And one, without the other, you won’t have success. And then the constant refinement in working with us, which most agencies at the price point of elite, don’t do this. Now our higher level, we do all of it done for you. So in elite, we will audit a sales page, audit emails, audit, opt in pages. And then we give that audit to the client and they update it in our highest level package, profit. We just do it all. We do all the landing pages.

We do the sales pages, we do the emails and we just take care of all of it. And so regardless, there’s constant refinement. And let me just say, and we’re gonna talk about this later in the series, but the refinement is based on data. We’re not just guessing like, oh, we should probably audit your landing page. It’s based off the data that we are getting. I’ve also audited a lot of webinars and that’s made such a massive difference. And so that is messaging too. The way you sell your offer, the way you connect with your audience in the webinar, that is all messaging, that’s all attracting those buyers and converting those buyers. All right, you guys, if you wanna join me tomorrow for the open house, just go to Hersh marketing.com/open house. It’s at 4:00 PM Eastern time. And if you’re there live, I’m going to be like rapid fire, hot seat, Ted marketing strategies. So you could get my eyes on your strategy and I’ll help you with your strategy at that time. Otherwise I’ll be back here tomorrow with the third episode of this series.

For listening to the Not for Lazy Marketers podcast. If you love this episode and want deeper support with your marketing head over to helpmystrategy.com to see how Hirsh Marketing can help take your marketing to the next level. No matter where you’re at today, we help our clients scale faster than ever, find hidden leaks in their funnel, experiment with new creative marketing strategies, and help their business explode and be more profitable than they ever dreamed possible. Head over to helpmystrategy.com and see if you qualify for a free strategy audit with Team Hirsh.

 

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