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What to do when you can’t figure out what people want from you next

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Have you ever tried to guess what people want from you and your business, and guessed wrong? It sucks. Because now you've put time, energy, and money into creating something that people aren't really that interested in, even if you are. Now sometimes you can guess right if you have a ton of direct experience working with clients, because you're hearing from them what they want / struggle with / are needing next. But even in those situations, you can still guess wrong and then spend a lot of time designing something that people aren't really that interested in. A much better …


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Stop using fancy words

by · · 24 Comments

After the last two posts about using specificity in your marketing to show people how you can specifically help them, and understanding that people buy because of their own desires and not their needs, it's become clear that your next marketing lesson needs to be dropping your fancy jargon. To start, let's frame the problem here. The more experienced you become in your body of work, the more you learn about all the fancy words that accompany your craft. That's when you start to look at people from the outside in and say: "Here's your real problem. You're not just struggling to attract …


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Are you missing “specificity” in your marketing?

by · · 46 Comments

OK, after reading all of your comments about the hunger you speak to from yesterday's post, today's marketing lesson is about "specificity". One of the secret ingredients of great marketing is being laser specific with the problems you address and the desires you fulfill. Here are some examples of NON-specificity: I help people feel desired. I help people be seen. I help people find clarity in their lives. I help people connect with themselves. While these phrases might "feel true" to you, they don't actually mean anything to someone hearing them on the other …


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Why people buy

by · · 29 Comments

If you were to ask me the #1 most important part of your marketing plan, I wouldn't hesitate for even a second... "You have to speak to the hunger of your tribe." Here's what I mean... The reason you (or anyone else) buys anything is because of your own internal self-motivation. It's not because you need it. It's not because someone else told you it's good for you. It's because you WANT it, and that's what compels you to move forward. If you don't believe me, just look at the last 3 things you purchased. Could be that Starbucks that has too many calories in it.... but …


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The 10 Word Email That Can Get you Clients In The Next 24 Hours

by · · 22 Comments

Marketing and sales isn’t complicated. Marketing is about connecting with people who have a problem you know how to solve. Sales is about having a conversation with them about what they want and how you can help them get it. The best marketing strategies are simple and direct. They focus on the personal connection and conversation. Because virtually all of your clients hire you because they know you already. All you need to do is spark and interest and initiate a conversation to move them forward so they hire you. Today’s video shows you a beautifully elegant and simple marketing …


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An Easy Way to Understand Your Market’s Deepest Wants and Desires

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Marketing isn’t hard. It’s simply knowing what your market wants and giving exactly that back to them. The amount of money you can make is directly correlated to how well you know the inner desires of your audience. And often their deepest wants are hidden. Sure, they may say they want x, y, and z (for example, “I want to lose 10 pounds, I want to make more money, I want to find a mate). But to really understand your audience you need to uncover the emotion behind the surface desire. There’s always a deeper motivation that drives us to buy things. This week’s video is a simple and …


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The Single Most Important Life Changing Question To Ask Yourself

by · · 11 Comments

When you think about why you’re in business, it’s easy to say things like: money, security, impact, etc. All of these are fine values, but they are abstract. What do these values really mean in your life? How do they show up practically? But if you ask the question in a different way, it opens up a floodgate of emotions, visions, and excitement. This week’s video reveals this profound, life changing question and breaks it down so you can easily answer it for yourself today. Let us know in the comments section below: "What's your answer to this life-changing question?" …


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