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 you still WANTED it.
Or it could be that more expensive healthy meal, which you WANTED because it’s better for you.
Just take a closer look at WHY you’re buying anything, and you’ll quickly see that your desire trumps all.
The problem is, the vast majority of people in business are always trying to appeal to what people NEED instead of what they want.
You “need” to meditate.
You “need” to eat healthy.
You “need” to be more conscious.
But again, needing something rarely compels people forward.
Instead, you have to really dig deep to discover what people DESIRE.
What do they want?
What do they dream about?
What do they wish happened without much effort, time, or energy?
When you can define what your tribe TRULY desires, and then speak to that with your marketing and offers… that’s when people really start to buy.
Here’s your “Marketing Plan” exercise for today.
Take ONE of your past clients, and look at what they desired before they started working with you.
Don’t look at what they needed, or what really helped them get results. Just ask yourself the question:
“What DESIRE caused them to hire me?”
And once you have clarity on what they desired which caused them to hire you, evaluate whether you’ve been speaking to that desire in your marketing and offers.
Try adjusting them to focus on the hunger of your tribe, and you will be amazed at how much more effective your marketing is…
Tell me the DESIRES you’re speaking to in your business and I’ll let you know how on-point they sound.
I’ll respond to everyone within 24 hours…
Much love,
Max
Thanks for the Post. Well, I partner up with real estate Agencies and developers to Market their Real estate through my website for a fee. The economy is a bit messy now and most people don’t want to advertise. Any tips on getting the Wagon moving again? Thanks
their hunger is about selling their houses more easily. right? if so, that’s the message you need to reinforce. Max
I help tired moms chop the muffin top and rock their skinny jeans again.
it’s solid. but I would ask you the question WHY? Meaning, why do they want to chop the muffin top? That seems like it would make this even stronger. Also, do they want to just chop the muffin top or do they want do it WITHOUT working out for hours a day. Seems like you could make this even more unique by stressing something like that. Max
1. Wanting to be desirable
2. Wanting approval
3. Wanting safety
4. Wanting to be in relationships
5. Wanting to make more money
6. Wanting to feel good about themselves
Wanting to be better parents and make sure that their kids are happy and safe
Wanting to be in control
these are all different “tracks” of desire, and when you say you can help people with all of them, you feel scattered. which of these areas is your TRUE sweet spot? and what do most people seem to come to you for? Also, some of these desires people are not willing to pay for. So you need to be mindful of what they are hungry enough about that they are willing to spend their $$ on. Max
Hey Max, I am somewhat confused in my marketing as what I am offering is a one time program (I am a Discover Your Sacred Gifts certified guide) that takes about 3 weeks for someone to work through with me. I am looking for coaches who want to offer this to their clients as an “a la carte” item that I deliver and then send their clients back to them, knowing their gifts and ready and anxious to work with them again. I believe what my coach/partners “want” is to be seen as an expert and adviser who can help their clients themselves and is also confident enough to be able to refer them to other experts who have specialized expertise and are complimentary to the work that they offer. I believe that they also may want periodic times away from their work and sending all of their clients at once to me for 3 weeks will create that space in their calendar for a vacation without worry that their clients will be unsupported while they are away. I am having difficulty switching from the benefits of the actual program to the benefits (as mentioned) for the coaches. Do these sound like I am on the right track?
Sounds like you are “guessing” what these people want. I would encourage you to call them up and ask them directly if this sounds like something they would desire. My experience is that most coaches are scared to send their clients to someone else, unless there is something really great in it for them (like commissions or reciprocation). But that’s another point. I would have this dialogue WITH some coaches and see if you’re on point, or if you’re just guessing. Max
Thanks Max. I am in the process of doing just that already and that is how I came up with this. Indeed, many coaches are, let’s just say, less than anxious to have their clients connect with anyone else. I am looking for the ones who really have their clients’ best interest at heart and are willing to admit to themselves and to their clients that they don’t know it all and are confident and mature enough to use and recommend a “specialist” who will help create the best possible outcome for their clients. Other “specialists” I believe that coaches should partner/JV with for the benefit of their clients could include image consultants, fitness coaches etc. These are complimentary, not competitive to, say, business or personal coaching. I suppose this is a different model from what is the norm. I believe it will work because the goal is to provide the best combination of information and support to the clients.
The people I want to support desire more calm, peace, balance and clarity in their lives. They want to get out of the rat race, and return to the song of their soul. They long for connection and support. They want to have simpler solutions to the deeper questions in their heart…questions like… how can I relate better with my partner or children? how can I feel less crazed every day and find more joy? how can move beyond feeling stuck and feel like my life has flow and effectiveness? how can I stop feeling so afraid, anxious or stressed, and instead feel more courage, strength and empowerment?
this is good, but very much in “your language” and not theirs. For example, I doubt that anyone is saying to themselves: “I really want to return to the song of my soul.” So you need to start to use words that reflect what they are thinking / feeling / desiring…. and not your interpretation. Play with some phrases like that, and you’ll get much closer. Keep going! Max
I am an Image Consultant and I help public speakers present themselves as compelling experts, so they can get more high paying speaking opportunities, sales and clients.
this is moving in the right direction…. and I think it could be better. What seems “missing” here to me is the part about “present themselves as compelling experts”. Feels dry. How would they truly describe it, in their words? Bring some more energy and life to this description. Don’t be afraid to be more passionate and alive here. Your concept is spot on. But your language could definitely be more colorful and vibrant.
Thanks Max. I commented in the other post.
Hi Max
The people I support are looking for help in finding balance and jumping off the mouse wheel and to be able to connect with themselves again. They are exhausted and looking for a release
Good…. and it’s missing specificity. what does balance look like? what does jumping off the mouse wheel look like? what does connecting with themselves again look like? what does a release look like? the problem with all these phrases is that nobody can “see” what your talking about, which is why I’d imagine it’s not landing. Start to describe, with specificity, these experiences and you’ll find people respond much better.
Hi Max, It is magical timing that this came through my inbox today. I am ready to step up Sisterhood Circles, Women’s circles in Melbourne, seeing an opportunity to revamp the calling. It is clear women want this but how do I speak it so they hear it over all the other women’s groups promoted on fb which is where I market it mostly.
With us women find a safe place to express their deepest longings, feel acknowledged as a women and find intimacy within themselves and with their sisters. This empowers and fills them back up to go into the world inspiring those around them. Imperative work on the planet right now for our evolution. I so appreciate your feedback on this. As I said perfect timing. Thank you Max
This seems really great. In particular, I thought this sentence really struck an emotional chord: “With us women find a safe place to express their deepest longings, feel acknowledged as a women and find intimacy within themselves and with their sisters.” I would just keep asking for people to share, in their own words, what THEY desire. If you use their words, with their energy, it works perfectly. Great!! Max
Hey Max, Thanks for the post. I am a winning life and business coach. I help individuals and groups design strategies and plans so they win over their major life or business challenges. Thus helping them find lasting solutions to challenges that keep them stuck. Max, what do you think my marketing should be about? Thanks
It’s missing specificity. What does winning specifically look like? What specific challenges are they dealing with? What specific solutions do you provide? Where specifically are they stuck? When you can start to be more specific, you’ll find a much better response. Max
Great exercise!
I serve professional women who want less stress and overwhelm yet more money, time and love.
Is that specific enough or too big?
not specific enough. what are they stressed and overwhelmed about? money, time, and love and are all different outcomes. And by themselves, they don’t mean anything to someone. Now if you said you could free up 10 hours of time per week doing things you don’t like doing…. that’s getting closer.
wow… you are challenging me and that is great!
I had asked past clients a few months via email why they had hired me and reread them now because of you. Their wants are all over the place! From ‘wanting to switch careers’ to ‘wanting to stop the negative self-talk’ over to ‘rekindle their marriage’…the common dominator I see mainly in who they are “personality type A top professional women/leaders who want success in all areas of their life without sacrificing their integrity, their health not their love-life’…
As a power couple’s coach, I help super busy successful people have great sex, real intimacy, and an extraordinary relationship.
The desires I speak to in my biz are:
WOMEN: rekindling the flame, getting your sex drive back, reinstating the cooperation and connection at home, overcoming the overwhelm, spark the desire for and connection with your husband, confidently communicate needs and desires.
MEN: boost confidence, have more sex, stay connected, up-level communication, satisfy your woman, last longer, make her want you, get out of your head, turn work off, get your swagger back, stop using pills, porn or escorts.
I’m a Luminary Coach to Luminary Leaders.
Although, I think my clients need a lot of things that working with me would solve, what they really want is True Abundance (Money + Freedom + Peace of Mind) and they also are committed to their personal, professional, and spiritual growth. I’ve learned over the past couple of years that my client want wealth and wisdom. I tried to market mastermind groups (I’m very skilled at helping people create them and in leading them) but my marketing fell flat. I’ve tried to market my other coaching programs to help educate people on my body of work (Oh, do I have a body of work!) but my marketing fell flat again. The bottom line for me people desire to know what Wisdom they are here to share AND they want True Abundance.
Wealth & Wisdom Is that specific enough?
Well, Max, l do agree with you when state you need to speak to the hunger of your tribe. It is talking at a level your tribe understands, you’re communicating with them at their level. When you talk to anyone at their level, their attention increases and you are improving your chances at closing more deals
I help people to improve their health and handle stress using all natural means, no drugs or herbs.
I help people win their inner battles over their fear and resistance so they can show up with their creative and leadership gifts so they can release their untapped potential and unlived lives