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Business success is dependent on a solid financial foundation & success looks different to everyone & there is a lack of equity of access to resources and information for small business owners and independent contractors & there is a societal narrative making us believe “balance” is our ultimate goal & … There are so many “&”s that impact being your own boss. Let’s have some frank discussions on the basics of business with a holistic focus on everything that helps business owners define and find success.
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Hello. I am Molly Beyer, host of The Ambiguous &: Business Basics and Beyond, a podcast where we have frank discussions on the basics of business with a holistic focus on everything that helps business owners define and find success. There are so many ands that impact being your own boss. Join us as we explore all these ands and more. Like, subscribe, or follow wherever you get your podcasts, and let's explore these ambiguous ands.
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Hello and welcome to the Ambiguous &: Business Basics and Beyond. I'm your host, Molly Beyer, and I'm here to lead you through frank and holistic conversations on the basics of business. Today, we're exploring something crucial to every entrepreneur, coach, consultant and business owner, The Buyer's Journey. And today, we're going to really talk about joining the conversation happening in your prospective client's head. The truth is, most people really don't care about your business. What they do care about is what you can do for them, how you solve their problems, how much effort it takes on their part, how long it's going to take, and what it's going to cost. If you can answer these four questions in a way that speaks directly to their needs, you become a dog whistle to your ideal customer: a clear, compelling voice cutting through that noise. Imagine you're in a crowded event and someone calls your name. Instantly, your attention snaps to that voice. That's the power of a message that resonates. Your ideal client needs to feel like you get them, like they're safe with you, and that you can help them. To do this, your messaging must enter that conversation already happening in their head. They're not necessarily searching for you, but they are searching for solutions to their problems. The key, then, is to speak directly to their pain, their desires and to their fears. So what makes you stand out in a crowded marketplace? Hint, it's not your expertise. Your competitors are also experts. It isn't your experience because, of course, you're experienced. It isn't even your unique story or solution, because everyone has one. When your message is comparing your product or service to your competition, your messaging is all about the product. And when your messaging is all about one product over another, it becomes then about price. So what you want to do is differentiate your solution from all of the others, making it about the customer. Remember, they're not necessarily out there looking for you, but that doesn't mean that they don't need you. So entering the conversation happening in their head demonstrates your unique understanding of their condition, while drawing a straight line from that condition to what you do. Your ability to articulate how you solve their problem better than anyone else, becomes your market dominating position. That's the unique value proposition that targets those hot button issues your audience deeply cares about. This is simply taking a statement about what you do and refining it down to three specific parts. I help my ideal customer/client to whatever it is I do for them, without whatever pain they are trying to avoid while getting it. So I want to break down a few examples that can really help understand this. We're going to look at a business coach, a marketing consultant and a fitness coach.
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So a business coach, when somebody says, hey, what do you do? Well, I help entrepreneurs grow their business. Well, I should hope so. So a refined message is: I help purpose driven entrepreneurs scale with strategy and collaboration so they can achieve sustainable success without burnout, guesswork or endless hustle. So their market dominating position is helping purpose driven entrepreneurs, skill with strategy and collaboration so they can achieve sustainable success without burnout, guesswork or endless hustle. Why this messaging works is that many entrepreneurs struggle with burnout and trial and error strategies. This message positions the coach as that clear, structured path to sustainable growth.
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A marketing consultant. Again, simple message, what do you do? I help small businesses improve their marketing. Again, I should hope so! That refined message, then I help small business owners create data driven marketing strategies that attract their ideal customers and increase sales without wasting money on ads that don't convert. So their market dominating position is helping small business owners create profitable, data driven marketing strategies that attract their ideal customers without wasting time or money on guesswork. Why does this message work again? Small business owners often feel overwhelmed by marketing. This market dominating position reassures them that your method eliminates wasted effort and increases return on investment.
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Now, our fitness coach. Simple statement, I help busy professionals get in shape. Okay, yeah, I again, should hope so if you're a fitness coach. A refined message then, I help busy professionals build strength, energy and confidence through personalized fitness and nutrition plans so they can feel their best without spending hours in the gym or giving up their favorite foods. So again, their market dominating position: helping busy professionals get stronger, leaner and more energized without hours in the gym or restrictive diets. Fantastic. Why does this work? Again. Most professionals want results, but when it comes to our bodies, we don't always have time for long workouts and extreme diets. This message then speaks directly to those biggest concerns.
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Once you've identified them and positioned yourself uniquely in your market, you need to start creating compelling offers that your ideal clients just can't say no to. The best way to do this is to use the conversion equation: interrupt, engage, educate and offer. You're interrupting the headline that states the problem your prospect has and doesn't want. Engage is a sub headline that presents the solution they want but don't have. Educating them is the evidence that proves that you are the best choice and then offer whatever that compelling, irresistible next step is. So if we take that formula and add it again to our business coach, our marketing consultant and our fitness coach, our business coach's message becomes, Are you exhausted from the endless hustle feeling like you're spinning your wheels in business? What if you could scale your business with a proven strategy without burnout? I've helped hundreds of purpose driven entrepreneurs achieve sustainable success through collaborative strategies. No more guesswork, no more 24/7 hustle. Grab my free sustainable growth blueprint and take the first step toward a thriving business without sacrificing your sanity.
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Great messaging. Interrupt. Are you exhausted? Heck yes, I'm exhausted. Engaging. What if you could scale without burnout? Absolutely, that is what I want. Educate. I've helped hundreds of people, you know, find their success through these strategies without the hustle. Amazing, because I'm tired of hustling. So then here's the thing you can do, get this free thing, to start taking that step and don't lose your sanity over it. Amazing. This is amazing. I love it. It's really hard to say no to that message. A marketing consultant; their messaging could be tired of wasting money on marketing that doesn't work. Discover how to attract your ideal customers with data driven strategies that actually convert. I've helped small businesses increase revenue by two to three times using profit focused marketing techniques. Download my five step marketing playbook today and stop wasting time on guesswork. Again, Are you tired of wasting money? Absolutely, I am. Hi, being, here's how you can attract customers that are actually going to convert. Great, because conversion is my problem. I've helped people increase their revenue by two to three times. This is good whenever you can add in money, percentages, anything like that, to really educate them on how you can help. Two to three times increase in revenue with my methods. Amazing. That's awesome. I love it again. Here's a free thing that you can start today so you can stop doing all the stuff you've been doing. Awesome. I could do that.
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Your fitness coach. Struggling to get in shape with your busy schedule. What if you could build strength and confidence in just 30 minutes a day without giving up your favorite foods? My science backed fitness and nutrition approach has helped hundreds of professionals achieve real results without burnout. Try my seven day Quick Start Program for free and experience the transformation for yourself. I want to work with this coach, and they're fictitious. This is amazing. Are you struggling? Yes, I'm struggling. I'm so busy. What if you could do this in 30 minutes without giving up everything you love? Absolutely I want to do that. So here we've got some science based approaches that are going to give you results without burning you out. Okay, I need that. And so here's a seven day quick start. That's great. Then I could start seeing some results. And so then I want to move forward. Those messages are what becomes those dog whistles. Then they're taking your market dominating position and putting it out there, and really strong messaging. We're going to dive deeper into this messaging with a micro lens, look at the buyer's journey in an upcoming episode. But I want you to start at looking at where you are and aren't using this already in your business, and start watching for it in the online spaces you're interacting in and as well, because chances are you're already being drawn to products and services that can help you because of this form of messaging, it's speaking directly to you and cutting through all the other noise out there. For now, remember that your business doesn't need to be louder. It needs to be clearer. When you create messaging that speaks directly to your ideal client's existing thoughts, fears and desires, they won't just hear you. They'll listen. So here's your challenge. Define your market dominating position. Again, that's I help my ideal client to do whatever it is I do for them without whatever pain it is they're trying to avoid. Mine is helping overwhelmed business owners define and find success so they can make more money with less stress
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After you've determined your MDP, your market dominating position, use this then to start crafting those compelling offers. Think about speaking directly to the pain and desires of your audience. Hint: you need to know the pain and desires of your audience before you can start creating these messages, but when you do, you then start to reach your ideal clients in a way that makes them feel like you get them. They'll trust you and they'll want to do business with you. Remember that conversion equation is Interrupt, which is your headline that states the problem your prospect has and doesn't want, your Engage is that sub headline that presents the solution they want and don't have. Educating them is giving them the evidence that proves that you are their best choice and that offer is whatever that compelling, irresistible next step is for them to engage with you. Thanks so much for hanging out with us today. We'd love to hear your feedback on today's episode, as well as any requests for future content. Drop a comment or suggestion and join us next time for more frank and holistic conversations on the basics of business, please also like, subscribe or follow so you never miss an episode and until next time I am Molly Beyer, and this has been the Ambiguous &: Business Basics and Beyond. Have a wonderful day.