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 better clients, you’re suffering from a condition of leadership deficiency!”
Meaning, you take away the REAL problems they are facing, and you insert words from your own interpretation of what’s going on with what you see at a deeper level.
If you’re really into spirituality, that means using fancy words like: consciousness expansion, letting go of your ego, dropping your conditioning, experiencing oneness, etc.
If you’re really into healing, you use fancy words like: healing your wounds, clearing your conditioning, breaking free from patterns, or cleansing your sub-conscious.
If you’re really into personal development, you broadcast fancy words like: improving your leadership effectiveness, reconnecting with your femininity, bringing out your inner child, etc.
But here’s the problem with all these fancy words.
Nobody is laying in bed thinking to themselves:
“You know, if I just had a little more consciousness expansion today, all my problems would be solved!”
Instead, people are laying in bed thinking:
“How do I find what I’m really good at for work?”
“How do I get my wife to stop yelling at me?”
“How do I get off these medications?”
The point is that what they are ACTUALLY looking for, is often much simpler and more practical than you are making it looking from the outside in.
And when you can stop using all of your fancy jargon words, and instead just start speaking to what people are ACTUALLY looking for in your marketing, that’s when people will respond with much more enthusiasm.
Your marketing exercise today.
Again, write out what you think people are hungry for.
But this time, pretend it’s coming from THEIR lips instead of yours.
How would they say it to you? What words would they use?
For example, if you’re saying their hunger is to “improve their leadership effectiveness”, you might instead write down:
“I’m tired of people in my office not listening to me or taking my ideas seriously. I want people to give me the respect I deserve!”
In essence, take everything that you think you do, and re-phrase it so that it sounds like something people actually would say instead of you guessing at what they want.
Then start to communicate what you do, the problems you solve, and the hunger you fulfill using these new words in your marketing.
Boy will you see an immediately better response.
Use pillow talk.
One of the greatest pieces of wisdom I was ever given by a marketing mentor was about “pillow talk”.
Here’s how it goes.
Pretend the ideal member of your tribe is laying down in bed late and night. It’s been a long day and they are exhausted.
And as they lay their head down on the pillow, and they look at you in their most vulnerable state, what would they say they are struggling with at that moment? What do they truly desire? What words would they use to describe their deepest hunger?
Write down those words, desires, problems, and cravings…. and then use THAT language to truly strike the deepest emotional chords with your tribe.
Let me know in the comments section below.
Using pillow talk, what does your tribe truly desire? What are they actually struggling with? What are their words?
Tell me your answers below and I’ll let you know how on-point they are.
And hey, have an awesome day. Go make something big happen, ok!
p.s. sometimes it’s easier to do this exercise for yourself first.
Meaning, do your own pillow talk for a moment with your own problems and cravings. Write down what’s REALLY bothering you, struggling with, craving, etc.
If I was laying in bed next to you (don’t tell my wife), what would you tell me is REALLY holding you back? What are you truly desiring?
Look at those words in your own life, and then look at whether you’re using a similar tone in your marketing. That’s when your words will get really powerful and on-point…
If you’re open, share that pillow talk from your own life with me below.