Category Archives for "Podcast"

Dec 11

Positioning Yourself as an Expert (when battling with imposter syndrome)

By Jennifer Hall | Podcast

When you want to position yourself as an expert but you don’t completely ‘feel‘ like one, it can be a tough endeavour. Especially since you’re aware that it’s critical to your success in becoming a market leader or even just being seen as credible.

In this episode we cover:-

  • The mindset shift that allows you to be a confident expert despite the imposter syndrome. 
  • The strategic shift that will not only position you as a credible market leader but will also see your marketing become a highly effective conversion tool.
  • The three things that will WOW your market to believe in you as an expert.

Links mentioned in the episode-

Email – jen@jen-hall.com

Book a Call with Jen – bit.ly/claritycallpodcast

Join Jen’s Facebook Group – Unrivalled Experts

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

00:00 This week on the Expert Unrivalled Podcast, we are talking about how to position yourself as a credible expert even when you're struggling with impostor syndrome. I can't wait to get stuck in

00:19 Hi there, Jen here, your business positioning coach and market leadership expert. I'm really excited to dig into this episode because it can be really hard when you know your stuff, but there's still those elements of doubt that creep in, that prevent you from really showing up as the true expert that you really are. And as always, if after listening to this episode you want help with positioning yourself as a credible market leader in your fields and you'd like to talk about how we can make that happen to become the number one choice in your markets, just book a call at bit dot Lee. That's bit.ly/Claritycallpodcast. So there's a few things that I want to mention around the word expert. It's a very triggering word and it can really affect us because we put it on this pedestal where we think it's this thing that is almost unreachable.

01:19 Now, the first thing that I want to say on the matter is that yes, actually you would be correct. It is an unreachable target to be a true, true expert. This is my belief because at the end of the day we have to make this mindset shift around becoming an expert. You will never know everything about every situation. You will never be a true expert from the point of view that everything is constantly changing. Things aren't static. Things evolve. They change. And so what you previously knew is almost not irrelevant, but it has to adapt and change with it. So it's important to realize that you will never know everything about your subject matter. So if it helps to kind of let yourself off the hook for at least the moment, then it's going to help you to move forward. Realizing that really what you're striving for is unachievable.

02:20 But you can be an expert in comparison to your ideal client, to the person that you are trying to help. Because if we look at the people that you're trying to help, you are an expert in comparison to them, particularly if you have walked in their footsteps. If you have walked beyond where they are and have achieved what they want to achieve, then you definitely are an expert. If you have worked with somebody in the past to help them achieve particular results and you have done this a few times, you now have a proven process that you know works. You are an expert because you have taken someone through a repetitive process. I would potentially even say that the latter part of what I said around even if you haven't walked in their shoes that you are, you are showing someone through because there is an argument that just because you have, you know, gotten through a particular process that just because you've been through it, taking someone else through, it's a very different story.

03:31 And I absolutely agree with that. Doesn't mean you can't. Absolutely, not saying that people who have experienced that you know, their challenge and they made the comment that they can't help other people do it. You absolutely can. But it is a different set of skills and tools that you also need as well as the experience that you've been through to help other people through it. So the real test and the real Mark of success for me is the fact that you can take people through that process. So the people who I'm talking to you on this particular episode is not the people who are starting right at the beginning of their journey, who perhaps have just experienced it for themselves. Yes, you are qualified to now help someone else through that. But I don't think in all honesty that you can cast yourself as an expert at that stage because in order to help other people through it, you would need to prove it in order to be charging the amount of money that you want to charge for it.

04:30 You would need to have proven that you've got people through that to charge and position yourself at that level. So it's about recognizing where you are and understanding that. But I also think that there are a lot of people out there who for instance, let me give you an example. I spoke to guy about two, three weeks ago and he kept saying, well, if anybody in the game, six months, I've even been doing this six months and actually what it was, he's only been doing it for six months in his current guise, in the current position that he was in. But actually he's been doing it for at least 20 years in various other positions. And that's the thing we have to recognize is actually all we truly seeing the full extent of our talent. Are we truly seeing the full extent of all expertise.

05:24 I know a lot of people who come out of the corporate environment and are set up as a business and they keep saying that they're new now they're new to business. They're not new to their skill or their talent. And so he's recognizing how long have you truly been doing what you do, taking into account your entire history. So you have to take a long an honest view of it. Are you discounting your history or on actually do you need to start taking stock of how far you've come or are you truly new? The subject matter. And if that's the case, then if it's the case that you do need to prove yourself to help other people in order to see that what you've been through, how you've done it can actually help and serve other people. Then start that because it's only by beginning that you will ever truly become an expert.

06:20 Okay? So it's important that you understand where you are on your journey or are you one of these people who are completely discounting the journey and actually you should be taking stock of what you've been doing. And don't be disheartened if you're listening to this thinking, well no actually I am that person or I'm new to my subject matter. That's totally fine. Everyone has to start somewhere. But where you need to start is beginning to help other people. And you've got to do that, but it's about charging for that help appropriately not charging as a seasoned expert that has X amount of years of experience. It's looking at, okay, well I'm starting new and I do need to prove myself. I recognize that, so let's try this out. Let's get some clients under my belts at an appropriate charge. In all transparency, letting them know that it's a new program.

07:14 You're not new to necessarily that the skill because you've done it yourself and you want to help other people do the same thing. Okay, who wants to work with me? Who wants to try this out? And getting those testimonials and those case studies under your belt that will prove to others and yourself that you have something that you can stop truly, really charging its worth. So it's recognizing where you are in your journey. It's recognizing that no matter how far you are on your journey, you will never know everything. And it's really interesting the journey of becoming an expert. When you first start out in something, you get really excited. You perhaps start reading a book and it opens up your mind and you read this fantastic book and you get inspired by what's in it and you start thinking, wow, okay, I can really help other people implement this, this, this information.

08:05 Because when I look back at my life, I've done this and I've done this and I can now start helping people. Now the problem with that is that that book is a contained amount of information written by somebody who is trying to extract all of their thought processes, their knowledge, their facade philosophies on into one concise document. And so you'll never fully experience a full picture through doing that. But a lot of people, get inspired and they're off on their first journey . They are full of confidence. They're ready to go, they're ready to show the world how they can help them with the new knowledge. And then they hit this wall when they realize, okay, wow, I, I've started journey, but now I'm actually recognizing that I don't know everything, but I also don't know enough. And people can go one of two ways.

09:06 They can either give up on doing what they feel truly inspired to do or they can recognize where they're at on their journey and they can actually take a turn and go, okay, I may not know it all. So let's start to find out more about this, that open up that can of worms and that recognizes that now, so many people stay here, they stay at this level for years and they carry this feeling of, Oh my gosh, I don't know it all. I don't have enough information with them. Even though time and experience has taken them through a process, we're now actually they do know a lot more than they did. Still recognizing that they won't know ever know everything, but they certainly know enough to help a particular person. Which brings me on to my next strategy because I think mindset is really important to to get your head around and to realize the fact that you won't know everything, but in terms of actually creating a solid strategy that will really help to not only position you as an expert, but also really help you feel comfortable in your zone.

10:21 And it's about setting boundaries. It's about understanding your remit about where you're able to help and and where your expertise start and finish. Because a lot of people can get a lot of ego onto their belts and they're like, Oh, I know I know a lot about everything. Some people can go the other way where they're not battling with imposter syndrome, but actually they've got a lot of a lot of knowledge that they think, Oh, well I work for everyone and this is the thing as we know it, not everything works for everyone. Sometimes we have to recognize that yes, it worked for you. And yes, it works for this specific type of person in this specific situation. But start taking those people outside of that circle and everything starts to become a little bit more vague and they've not ticked all the correct boxes.

11:14 And so will it still work? And quite a lot of the time the answer's no, no, it won't. No, it won't work because you are an expert in helping someone very specific. And this is the strategy that I want you to start adopting. Now this strategy again will not only help you feel confident, wand will not only position you as a credible expert, but it's going to make your marketing super, super effective and clear like a laser. And that is specializing and niching. Okay? So when we talk about niching, it can be, it can be confusing to a lot of people because they think a niche is just like picking an industry. While I work in this industry, that's my niche. But what I want you to think about it, in this day and age, we need to start thinking about micro niches because the market's so saturated.

12:03 We start, you need to start thinking about, okay, how can I micro-niche and by micro-nicheING we can start to become a true expert very, very quickly because you start putting remits and boundaries in place. We can start to understand, okay fine, I know that I need to hone in all of my learning and development into this specific area because trying to learn a subject on a very broad level can take you a very, very long time. But when you start looking at a specific person, and this is what I, how I want you to think of micro niching or what you think of micro niching as looking at an individual who has a specific problem, a specific goal. When you do that, you will find that they won't be on their own. There will be other people out there like them, but you have to start with one person.

13:02 Then we have to look at, okay, who else shares this same problem and find the common threads between these different people who may vary in some respects, but there will be definite tick boxes to say, okay, this person is in this specific situation, they suffer from this particular problem and they want this particular end goal. And if you can start labeling these people in context. So let's say for instance as an easy example, they could be a male diabetic who is overweight, whose problem is that they want to lose weight because it's having an adverse effect on their health and the goal is to lose weight. Okay. You know that these people are, there are more than one of them. There will be more than one of them, out there, but they have those common threads. And you know that actually if you plough all of your focus into the learning development around that specific person.

14:07 And it might be that you arrive at this because your history is the fact that maybe you, you were a diabetic or that you had a family member that was diabetic who was overweight or there's some kind of experience because at the end of the day, I'm talking about this very technically and this is for another episode. Absolutely. But we also want it to be in alignment with, with something we're very passionate about. So we need to make sure that the person we're picking to specialize in helping is somebody that we're very passionate about helping and finding that why behind the reason why you're looking to help that particular person. But by getting very specific, you can start putting boundaries around, okay, well if they're not diabetic, then that's not who I knew. I might be able to help them. But, can I truly, and so it's about putting those boundaries around it and going, okay, so find the person I specifically help in my, all of my my coaching or my training or my consultancy or the my programs or whatever service it is you put together for this particular person of a spoke to, to somebody with diabetes who is overweight.

15:09 Who has those extra extra problems that you need to take into account. So not only is that going to help you feel well, way more confident because you started to really specialize in going, I'm going to make sure I find everything out about this and really focus in on and honing my experiences and my skills and my knowledge around this area. You can start to really own those expertise. So that's point number one. Point number two, the people who you serve are going to be grateful because they know that they're dealing with a specialist. And my biggest tip for you, if you're really struggling with the word expert, is to position yourself as a specialist because by specializing over time, you will inevitably become the expert because you are constantly refreshing your knowledge and learning development in this area. So yes, as things change, you will never know everything, but you will do your utmost to keep up in this area.

16:06 And do you know that, that it's totally feasible to do that because you could hone in those expertise. Again, you know, you're not necessarily a scholar. You are a talented business though, with something to share with the world. So you've got to know your boundaries. You have to know your remit of where you can fully and truly become that expert. You can't be an expert in everything. So specializing is the best way to become the true expert at at the point in which is possible, not that unreachable, unreachable, Oh, I know everything. Expert a tree racks, but will understand that they can't know everything because of the different factors and variables and a true expert knows where their boundaries are. So really understanding and specializing in helping those specific people is going to help you. It's going to help them because they are going to be wow.

17:01 Okay. In a lineup of people who help people lose weight, I'm going to want to pick the person who specializes with my specific problem. I didn't want to go anywhere else because they know my situation. They know how to deal with the extra problems that I have being a diabetics at. Therefore you're the obvious choice for me and that carries through into your marketing. If you're clever about it, you can take all of this into your content or how you position yourself on how you put yourself out there on your profiles to say, this is what I specialize in. You become known in your market as the go to person for that specific thing and it massively helps to bring in new leads for you to get referred because unless you become known for something specific, it's very hard for people to refer you, but when someone goes, Oh, do you know what?

17:54 I know just the person. This specializes in exactly that. Let me addition out food. It's so and so they will be able to help you because they've helped X amount of people in the past and your exact same situation. Get through that or achieve that and you will become known in your circles, in your industry for that thing. And that really helps to propel those leads to propel your positioning and to help to build that confidence in other people as well because they need to believe in you. And I'm going to come to talking about that. The three things that are going to help you to position you as a credible expert for other people to make their market go. Wow. But I just want to pause and just to give what I've just said, as much credit as it deserves because it is something that is so simple to do, but yet so many people fail to do so.

18:52 Do you recognize it? You will never know everything but start specializing . Pick a particular individual and you will absolutely help yourself, both in your mindset and your market in terms of helping them believe in you as a credible expert as well, and positioning yourself in that way. Now the three things that are going to wow your market and help them believe in you as a market leader, as an expert, as the GoTo business for helping people just like them. So obviously the first step is specializing, but then the next things that you can do is something that everybody talks about, but not everybody does. Yes, it's becoming more prevalent, but you'll be surprised how many people have it in the pipeline but never actually ended up finishing it or they never actually end up doing it properly. And that is writing a book and writing a book with the pure goal of positioning yourself as a market leader, as an expert in your field.

19:58 So as I said before, specializing is very important to get right first of all, before you attempt this step. Because if that is your goal, then you have to make sure that you have identified the specific people within that market that you are helping so that you know that you are writing a book for those people so that it positions you to those people specifically. But being specific and being really laser sharp in doing that is very, very important. Before you even attempt to write a book. And I'm going to do a whole other episode on writing a book because I wrote mine in in two weekends. So I'm gonna talk about that another time on that, exactly how I went about doing that. But it is totally possible, but you've got to just get it done.

20:55 But obviously in stages don't do it until you're ready, until you've got clear on who it is you're helping. And before you've had that real experience. Again, if you are just starting out in this, you're helping these specific individuals, you need to have a bit of research and experience, under your belt before you have enough content to put into that book. But don't wait for ages and ages and ages, creating a good structure and ensuring the title is right and showing that you are, the messaging is written exactly for those specific people within your market is going to be enough people. I sat on a table and I sort of bring out my book and that, wow, it's not every day you sit on a table with an author, people are really bowled over by it. For me, you know, it's always has, it has been a dream for me to write, to write a book.

21:51 It's not been necessarily a childhood dream, but when I, when I did it, what a, what an achievement and it's, it's a cracking book as well. If I do say so myself, I'm really chuffed with it. Don't get me wrong and I don't want to patronize other people by saying, wow, look at you. But that is the impression that people have. When you say you've written a book, if you've written a book, they automatically expect that you are an expert in your field because if you've got enough content to put into a book format, then people automatically think, okay, well we must know this stuff. So there is a great positioning tool and I'm not suggesting that anybody who was other than experienced and qualified in their fields and has already proven what they've done to help other people should attempt it. But if you have, if you prove, if you've got a proven skill that helps other people achieve something or that can inspire somebody a certain way, absolutely.

22:49 Writing a book is a great way to do it. It's not something that everybody has to do, but doing that is very, very important. Other people choose to replace writing a book for something like, I'm hosting a podcast for instance, but podcasting positions you as an expert as well. If you're able to provide enough content to create umpteen number of podcast episodes, people are like, wow, they really know this stuff. So you have to think about it strategically and not put it too much on a pedestal because it is totally achievable to do. It's achievable to write a book. It's achievable for you to start up a podcast, especially when you have that experience under your belt and it must be helps to position you to your market and for them to see you as a credible expert. The next thing is content. So when we just talked about books and podcasts, you've also got other content as well.

23:43 So we're talking about perhaps even we could talk about writing blocks. So if you're not ready to necessarily hit the stages quite yet, but you're quite happy writing a blog or running workshops on a Facebook live, anything like that where you are honing in on your expertise and sharing value again, positions you as an expert to other people because not everybody is comfortable or, or an expert in their field when it comes to your particular topics. So showing that and demonstrating that to the world will again make me think, wow, they really know their stuff. And it's about being consistent with that content as well. So people understand that you're not just that one trick pony, that you can consistently do that and he didn't listen to the episode around your content plan for market domination in 2020 then make sure you do. Because in that, I'm not going to leave at the point I talk about adding in opinions and thought leadership into your content because if you do that, that will seriously position you because when you own your own opinion and that you inject that thought leadership from a perspective of really understanding what's going on for your markets, people really listen up and they're able to pick a side and get behind what it is that you're fighting for.

25:10 So definitely go listen to that episode because that's going to really help with that content piece to help you inject what you need to do in order to position yourself as that quite a bit expert. But content massively helps to do that. But you have to realize that obviously people are bombarded every day by content and so it's about creating that content that's really going to stand out, that's really going to grab attention. That isn't just recycled from other people stuff that is really your voice and from with your twist on it, when you put your twist on your content, that's when people start to pay attention. But anyway, I said I wasn't a labor the point go and listen to that other episode cause it's really good and it's going to help you with creating that content. But the next thing I want to talk about that really helps people to go, wow, that's amazing.

26:03 Is running an event, running an event positions you as somebody as a force to be reckoned with. In fact, so let's, let's call it that. You are somebody that has taken the time to say, look, I'm going to create an event for this specific market. Again, gotta be clear on here is just speaking to you before you can do any of these things. I'm going to create event just for these people and I'm going to perhaps curate other people who also compliment what I do that also help this group of people and I'm going to pull these people together. People, this was my great business friend. Andy's thoughts. he said this to me when I was, I was having a wobble. You know, I talk about, imposter syndrome because we all suffer from it. Everybody, no matter what part of the journey you're on, whether you're seasoned or not, we all suffer from imposter syndrome at one one point in time, I was having a wobble over my own event that I ran about six months ago and he said to me the amount of people who were just so amazed that you have the ovaries of steel to get out there and have the confidence to put on an event, and because it's risky business putting on an event, it's an emotional roller coaster.

27:22 Oh, people gonna turn up. Are they going to love it? Am I going to get great speakers? Am I going to be able to deliver? You know, in all the stresses and everything else that goes on with running an event. Now I'm not really selling it to you. I appreciate it because I've just named all the things that are now probably going, Oh my God, it sounds quite stressful and yet it is, but it's also extremely rewarding and it's rewarding emotionally. It's rewarding because it's great fun, but also it's rewarding because while does it position you as somebody to listen to because people think great, wow. Again, they must really know their stuff if they're confident enough to put on an event for us in this, for these specific people to help us achieve X goal, and this is one of the reasons that events fail is because people put on an event for the sake of putting on an event instead of thinking about their audience and thinking about, okay, what's the purpose of me running this both for my audience, but also for me?

28:19 How is this gonna work on both levels? So being strategic about it's about your events, is it really, really important being strategic about the content in which you put into those events? Events are really, really important as well, but it does position you. It gets your name out there because you've got to promote it at the end of the day and getting out there and amongst your market with this event, promoting it and shouting about it. Even if people don't come to the event, they're still looking and looking at you from afar and well, it's like a fab event. Is this going to be amazing? They all go, here's somebody to listen to. They are a force to be reckoned with within this industry because they are tackling this problem. They are helping people achieve this goal and that's incredible. That is genuinely what people think, whether they write home about it or not, that these are the kinds of things that help position you as the person to listen to in your market and the secrets.

29:16 All of this is, and new one can be an expert and anyone can put on an event. Anyone can write a book, anyone can write a blog and anyone could start a podcast. Anyone can do it. It's just the case. What separates out the people who achieve expert status and to achieve the expert level with integrity, I'm talking about not just in terms of what other people think of them, but in terms of actually who really truly achieves the expert status in which I'm talking about what's possible. Not knowing everything but knowing enough to be an expert for the person who hasn't quite got there. What separates them. Other people that do the things that help them get there. The people who choose to put the boundaries in place, they choose to specialize in an individual. They choose to put the learning and development and the investment and time that goes in to knowing all they possible as possible to know about their problem, about their goal and how to achieve that goal on the impact of what's going on for them in terms of their circumstances.

30:28 Who puts the effort into getting, going through the stress of creating an event through working out the tech and starting that podcast podcast to putting in that deadline and just putting that pen to paper and writing that book or finger to finger to a recorder. Can't think of the word key. That's what separates the people who make that expert level and not because it is effort. It does take time. It is a journey, but you are separated from the people who never make it just by taking action just by doing the things that you need to do in order to get there and some of these things can be done at the same time. You know, people would argue, well you can start writing a book as you go and record it as you go. One of my great, another great business friend of mine, Sanai Floyd, wrote a great book called paid in full and that was something that she wrote as she went.

31:33 She recorded and documented every step of the way from being in debt to then making a huge profit and so she started writing it from the first day of when she decided I'm going to get out of this debt. She reported it and then she, at the end, after she'd been through the journey, she pulled it all together into a book. So there is no kind of rule on when you can start doing things and that's the thing. You have to start where you're at, but be a bit clever about it. Be strategic. Think about things about how you can start right now to get to where you want to be. I'm balls to imposter syndrome because we will never get rid of it. It's always going to be a constant battle, a new level, a new devil as they say, so own it, realize it, get it and move on.

32:25 Reject imposter syndrome because it will always be there. You will never know everything but know enough and keep that learning and development going into your subject matter because things will be forever. You're going to have to keep up with it, specialize, know your boundaries, know your remit. I'm really focusing on serving and helping a specific person and you will automatically reach that expert level without you ever realizing it. So I've hope you've enjoyed today's episode. I certainly have enjoyed recording it as per usual. Do. Make sure that you hit me up at the Jen@jen-hall.com to email me with any aha moments. Any other questions, anything you'd like to hear on the podcast? Do you let me know? Do reach out, and as always, if you are looking to speak to me on how you can start positioning yourself as an expert to get known as a market leader in your field, then do book a call with me a I will see you in the next episode.

Your Content Plan for 2020 Market Domination
Nov 29

Your Content Plan for 2020 Market Domination

By Jennifer Hall | Podcast

Content creation is always a hot topic coaches, entrepreneurs & service based businesses… but what if I told you to stop creating so much of it and start being more strategic? Its time to save time, captivate attention from your ideal clients and make sales from your content so you can say goodbye to wasted hours at the computer.

In the episode we cover:-

  • The five elements your content must include to stand out, get taken seriously and be seen as a market leader.
  • My easy content creation method to create content that sells.
  • The one thing that will make content creation super easy.
  • The big mistakes content creators are making and what’s no longer working.
  • The power of a content journey.

Links mentioned in the episode:

bit.ly/claritycallpodcast

jen@jen-hall.com

Important people mentioned in this episode:

Jessica Lorimer – 7 figure Sales Coach & Leadership Expert

Alessia Pandolfi – Tech Expert for Online Coaches

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

Hey everyone, as I record this podcast, it is currently a Friday evening, when technically I should be out at a ball. But I was having one of those evenings where I needed to be in, I needed to be cozy. The log fires on the dog is asleep at my feet and I felt inspired to record this particular episode. Now I find it really funny how we can be inspired at the most oddest of times. But I'm a big believer when it comes to creating content that actually following those times where you feel inspired is really important when you feel like you've got 1,000,001 ideas racing through your head, I really don't believe in pacing yourself. I think it's important to get it out of your system whilst you are tapped into whatever divine force is at work, whilst you have that inspired content creation mode that you seem to have sprung into.

That's something that I've always followed and I've learned my lesson when I haven't followed it and I have thought, well, I'm going to have those ideas tomorrow or have it next week. Don't worry about it and actually know, unfortunately, you know, everyone works differently. But what I have found from my experiences when the, when the tap is on, get the cup out and fill it up. So even if you're not creating all of the content in that moment, at least make sure that you write down those headline ideas, write down the bullet points that goes with those headlines because you can definitely take it that you're going to write down that headline and forget what it was all about. So do you take rough notes about the different content ideas that you come up with so that you don't lose those gems and those aha moments?

I genuinely think it's important to capture it at that time. So that's why I have decided to get the mic out and sit here and record this episode for you because I felt in the mode, in, in the mindset to actually create this for you. And actually I was thinking about this, it was around about this time last year that I was winding down for Christmas. But I was in a very different mindset last year. This year, I'm feeling really, really excited for 2020. I had last year as amazing as , you know, 2018 had been, I felt tired. I was exhausted. and I felt like I was ready for the break. I'm kind of seeing Christmas period. I'm really looking forward to it. We've got so many things planned, but I'm also really excited to get back stuck back in in January. We've got so many plans, whereas last year I was a bit like, do you know what?

I could quite easily not come back to work. That's how I was feeling at the time. I was feeling slightly de-motivated and do you know what I think that we all go through that. And I think it's important for us all to talk about these times because it would be disingenuous of me to pretend that I'm on all of the time because I'm not. And last year I had about four month period of hibernation. But what was really interesting is just before that hibernation period kicked in, I had created a ton of content. I batch created a ton content in one of those moments of feeling that sort of divine inspired time. I'd been jotting down all of these different ideas and I batch created a ton of blog posts, YouTube videos and some, some other bits and pieces. and I really dug into that and I strategically created that content, which I'm going to talk a bit more about in this episode about how I do that and what I believe to be the best content strategy for you guys moving into 2020.

But I did this and I had my tools and I have my team and I have my support and that content and outs and that content saw me generating thousands and thousands of pounds during a time where I wasn't really working as such, I was still delivering to my clients because out of everything that was the bit that I was excited to do. I was excited to serve my clients. It was the visibility piece that I was less excited about. I felt exhausted from feeling the need to be online all of the time. but having this batch content that I'd strategically created with these different points in mind, which I'm going to come to, it saw me through. And, this is something, that I talked about openly and I think I mentioned Alessia in the first episode of this podcast, Alessia Pandolfi and she was like, 'this is what I need'.

'This is what I want. I am exhausted from feeling like I'm being visible online all the time and I need a more strategic way of working when it comes to my visibility because I also got a lot of deliverables and output that I need to give my clients. I feel like I don't want to be feeling like I'm being taken away from that. I need to be able to balance and actually enjoy life and enjoy my business.'' So whilst Alessia had a few things that she came to me with. She wanted to create a high ticket offering, and she wanted to feel comfortable in her pricing. But another one of her big goals was wanting to create content that converts, that creates those sales. But without feeling like she's having to be 'on it' all the time. So she caught wind of this and that's about the time that we actually started working together to do the same thing.

And she's done it. She's gotten a ton of time back. she has a very strategic content plan that is generating high ticket clients, which is exactly what she was after, which was fantastic. And by the way, if you guys want to do the same thing after listening to this episode, don't forget to book a call with me using the link in the show notes. That's bit.ly/claritycallpodcast. If you just click on that link and we can discuss how to start creating that strategy for you for 2020 but I think it's really important, like I said, to batch create content when you are feeling inspired to do so. Really dig into that and carve out time. Now, just very briefly, I want to talk about the times where I do also feel like content creation can dry up.

If you haven't done it in a while and it's that starting it back up again and you've been waiting to feel like, you know, when am I going to get these kind of inspired downloads that Jen is talking about and you're waiting any waiting and it doesn't ever seem to happen. Well, this is the thing, sometimes it won't. Sometimes you have to force yourself to get into that creative space. That's something else that I found as well after hibernating for a long period of time, I've actually felt that it's necessary to, okay, I've waited long enough now and it's not coming. I'm going to have to start, you know, start the tap dripping and it is a case of a blank sheet of paper and carving out the time to start creating that content and just starting, even if it is rubbish, drivel coming out, just got to get that flow.

it's a practiced skill that you do have to keep going, going with. So do make sure that if you are in that space where things haven't been flowing, you just got to start. Just make a start and it will come. I'm going to talk about some points a little while, which are hopefully gonna help you to think about, you know, how to, how to create that content for 2020. So there's also something else I want to mention here in terms of how the market is changing and what isn't working at the moment. And it was, my coach Jessica Lorimer, who I absolutely adore, she had first alerted me to it, but it was interesting. I noticed it, but she sort of sounded out to me and I was like, my gosh, yes, this is the way it's moving and it's this whole binge and buy idea ... the binge...

And buy that you would create X amount of hours of content and people will go and they will binge on all of your stuff, all of the value that you give. And then they will decide to buy after watchingX amount of hours worth of content. And it just isn't like that anymore. And I would argue, has it ever been, I'm a high paying client and I'm happy to give my money away where I feel there's going to be a good return on investment. Like the majority of people who are confident in themselves that they all get a result. If they get the right help, they will absolutely, spends that money. But I am, I'm a quick decision maker. I don't need to sit and binge on hours and hours of content to make a decision. and I've been spending a lot of money for, for a long period of time, particularly on my own coaching and my investing in that.

And I don't think that this, this has been working. If anything, it's been training people to sit and watch your free content and wait for more of it. And not buy, your training People out of buying. And, so I just, the massive shout out to Jessica Lorimer, because you know, she notices these trends and I wanted to share that with you as well because I think it's important that we stop doing this. We're actually not only causing ourselves harm in terms of stopping sales, we're also doing our client's potential harm as well because you're keeping them stuck in the same place by continually feeding them with this, with this free value stuff, which, which will really, if we're honest about it, it's only going to get them so far. They need more than that. They need accountability. They need to actually, I don't get to say it here, they do need to part with their money because people who pay pay attention and then taking it one step further, people who pay more pay more attention.

So you have to realize that by doing it you are actually doing everyone a disservice, including your potential clients as well. So I would suggest moving out of this whole 'constantly creating sort of free value' all of the time because it's just going to train people out of it. And actually we need to move our content into something, slightly more strategic. So my advice is to stop creating so much content. At one of my recent webinars, I asked how many pieces of content people were creating per day, per week, per month, and the answers that were given, were either loads or not enough, either loads because of the constant need to feel like they're visible or not enough because they didn't feel like they were being visible enough. And I even had one or two people say that they'd given up because they weren't seeing the traction they or wanted from their efforts.

And you know, I think that's possibly one of the biggest concerns for people who are creating content, aren't seeing the results is will this actually work? What is the point? And they're getting tired of trying to, you know, be out there and create the stuff and it's just not hitting, hitting the Mark. One of the biggest reasons that I've seen for this problem is that people don't understand that there are different layers to your content marketing. So we feel like we're being visible all the time and we get out there and we're on LinkedIn, on the public feeds or out there on our personal profile on Facebook and we're doing live videos, we're posting our little tips and tricks. we are going into perhaps different groups and different places even let's take into account networking events and we're showing up to them and we're showing our face.

But nothing, nothing seems to happen. And the reason is, is because that's just the first layer of your content strategy and actually what you're not doing potentially is inviting them into the next layer into a more intimate conversation. That can't necessarily happen in public. It really depends on, on your industry. and what your helping with as to how open people are about having those types of conversations in public. But even then, even if someone is having this great conversation with you in, in the comments of a social media post or, or even for instance has replied to one of your emails to say, Oh my gosh, that's resonated so much with me. We need to take that conversation to the next level and we need to get them into something more intimate. Whether that is inviting them to have a discussion with you on a call and actually, you know, speaking to them there or offering that conversation in a different space, perhaps in a direct message.

and this depends on platform to platform, by the way. You try and do that on Facebook and people kind of get that, Oh, stranger danger don't, don't type messages to me in my inbox on LinkedIn, that's far more acceptable. So you do have to look at the different platforms that you're using for your visibility to understand if, if that's appropriate, if you're networking, inviting someone to go to a one to one is totally it wholly acceptable. So you do have to kind of look at the different ways in which your being visible as to whether it's appropriate or not, but you do still need to take it to the next level. We can talk about this in terms of just a for now for an easy, way of describing this is that perhaps your out there on, on your Facebook feed and your talking, about a problem that your prospect is, is suffering from and you are looking to talk around that and talking about how you help to solve that problem.

That's great. But then where's the invitation? If people aren't asked to do something and there is no call to action, then they'll read it and go all that stuff. That's great. It's, it's highly unlikely that people will reach out to you if they haven't been invited to. So you have to give them some kind of information. If, whether that is send me a personal message, whether it's why don't you find out some more information here and download this content. Then you've got their email address to get them somewhere else, to get them into a more intimate conversation over in your email. Whether that is, come and join my Facebook group where again, that pulls down that that fourth wall where, where they feel a bit more special, a little bit less vulnerable in that public situation, they feel freer to talk. So think about your content as a journey and as a funnel and make sure that all of your content has a call to action on it.

And that could even be PM me or it could be book a call here and just having that call link so that people know that they can do that and that, you know, that's how you get in contact. And it's a very, very simple tweak, but it can yield so many results just by adding that call to action into your content. So how about the actual contents of your content? So I want to talk you through my five points that I believe are crucial to your content standing out in 2020. And then I'm going to talk you through a very simple content creation method that I use. So the first thing that I believe is very important is relevancy, and by that I mean is that if you want content that captures the right audience, you need to be putting out the right kind of hooks or bait for want of a better word.

If you want to catch a certain type of fish, you've got to have the right type of bait, and that might sound very kind of alluring, but it's the most simplistic way I can describe this because what I see so much of the time is people putting out some sort of giveaways. You know, you have enough free iPad or a free Amazon gift card, you know, if you come and do this thing or join my wait list or whatever else. Now everybody wants an iPad. Virtually everyone wants a gift card. Like who wouldn't want that? And that's the question you need to be asking yourself actually is, who doesn't want my thing? Well, who am I excluding? And who do I actually want in? Who is the person that's actually going to end up buying from me? So when you're looking at putting content out there, it has to be congruent to what it is you're selling.

The same buying intent has to be at the forefront of your content. And in this same thread is when they actually go to buy from you. So have a good thing about the relevancy of what you're putting out there and who it is you're trying to attract. And when you're writing your content, think about one person or one entity, and I use the word for instance, if you're thinking about a particular type of corporate organization, we have to think about one person in order to make sure that our content isn't irrelevant, broad or fluffy, and that we're actually really laser targeting the content so that when they read it, it truly does resonate with them. So it's like, okay, wow, yes, this person who's writing this totally gets me. And that's exactly me because the next thing is that has to be meaningful. If it doesn't mean anything to anybody, then it really isn't going to be read.

Watch, listen to, you have to make sure that you connect with people on a meaningful level, whether that's through emotion or whether it's through understanding or you know, whatever that is, but we do need to make sure that, that it's meaningful to them. So relevancy and meaningfulness. The first two things that you need to be looking at when you are creating your content, does it have those elements in that? If not, then go back and look at your ideal client and get that clarity first around who it is you're speaking to because it's from there that you create great content. The next thing, the third point is creating something that is both intriguing and fresh. One of the best ways to get people reading, watching, listening, and continuing to read, watch and listen, is to build in curiosity, to build in that intrigue, that interest in every line so that they are, you're opening up a loop that has to be closed.

It's like leaving. You want a cliffhanger that you can't, you can't not know and that's what you're looking for in all of your content, particularly when it comes to your call to action. So when you're looking at how you're building that content, you want to be thinking by the time you get to the call to action. They need to be salivating or frothing at the mouth to get that next thing. So have you built that urgency? Have you built that intriguing curiosity for them to find out the next thing whether is to directly speak to you or whether it's to download something or go somewhere else. You need to be priming them with that curiosity and that intrigue and that need and want to find out more. But on the other side of this, it's also ensuring it's fresh, I guess as you probably have its own point in itself and that's if people have already heard the message before, if they've already seen content like it, then they're going to tune out.

And this is where all the people out there who copy other people's content are going to be failing miserably because at the end of the day, you have to write from the heart. You have to write from you, from from your mind and your mindsets. It's got to be unique to you and you have to write it in a way that has a style that grabs attention. Like I said, if the message has been heard a zillion times, they're not going to, they're not going to tap into it. They need to tune in because it's something new and fresh. So when you're looking at your content also, you know, I don't know what you to get stuck into comparison. It can't comparisonitis mode. You know, if at this point it's about just getting pen to paper as it were and getting something out there and that's going to help you start from where you're at, then go ahead and do that.

At the end of the day, it's better to get started than to get stuck. But if we're looking for excellent content and you're looking to take it to that next level, looking for that freshness and what you're creating is very, very important. And then the next thing, the fourth point that I want to mention is sophistication. Now I'm talking about sophistication in a way that again, we have to look at who are we targeting? Who is this content designed for? And is the message that I'm providing? Is the information within this, this article, this podcast, whatever it is you're creating, is it sophisticated enough that's going to blow their mind or is it going to fall flat? Because again, they've heard it before. So sophistication in your messaging is very, very important. So think about your ideal client and where they are on their journey and actually what is it that they need to hear in order to get them to sit up and listen and take action.

Because if it's an immature marketing message, it's not going to be listened to, are going to be, you know, not necessarily even, it's not even going to resonate with them or anything like that. They're just beyond that stuff. Now. So be very clear about where, where your ideal client is on the journey. Yes, you might understand your niche and your industry and you know, a ballpark of, of the, of the type of person that you're, you're helping, let's just say entrepreneurs for the moment maybe, but actually where are they on their entrepreneurial journey? Are they starting out, you know, is the messaging you're giving way too overwhelming for them? Is it too sophisticated or are they further along the line? And actually you need to make sure that you are upping your game in terms of showing them that you have intelligent knowledge of where they're at and a true understanding of the level of which they're at, so sophistication is really important.

And then the next thing, the last thing that I think is so important to inject into your content for 2020 is thought leadership. Now this is something that gets missed off so many times. And when I'm talking about thought leadership, I'm talking opinions. Okay? So if we're going to talk about this in layman's terms, that's what I, what's what I mean here. And to be a market leader, this is so important. You need to express opinions about the things that matter to your ideal client that are relevant to your area of expertise or industry and the actually take a strong stance. So why did we find it so hard to inject this into our content? The first one is we're scared of the feedback and criticism that comes with sharing a strong opinion. You might be perhaps even unaware of the opinions that you have because you're out of touch with what's being shared in the industry.

And if that's the case, there's an easy fix. You just get in amongst it and become more aware about what other people are talking about. That's not a hard thing to do, so you make sure that you are making an effort to do that. If you're feeling a bit out of touch with, well, you know how, because if you don't know the different sides of the coin, you don't know where to sit. So become aware of where you sit and really stressed that opinion or the perhaps we don't believe that our opinions matters. That's also another one where we worry about sharing an opinion for the sake of getting attention that might bring an negative response. Now this is the thing is whilst you need to inject opinions and thought leadership into your content, be intelligent about it. Don't do it for the sake of stirring the pot because those are the types of posts that tend to backfire.

I do believe in absolutely researching all the sides and really putting yourself in the shoes of each side of you know, if the argument as as it were, because I think unless you can come and have an understanding from all sides, you can't form a strong opinion because you'll just somebody that will come along and we'll fire you down because you haven't really thought through what you're talking about because you've just decided that you need an opinions and you're going to have one, and then you just look like a fall. Again, I'm not one to mince my words. If you found out by now on this podcast, I'm not going to fluff it up for you. What I'm doing is I'm helping you to be a better leader and in order to be a better leader, we have to be thinking strategically about forming those opinions.

So do your research, do your thinking time on the opinions that you're going to putting out there to ensure that you have a well rounded one and that you are happy to defend your point of view. Because at the end of the day, let's not pussyfoot around. You're going to get trolls. Okay? And there's no point we saying, well, you'll be fine because people will speak up. They will have a different opinion. But who are you trying to attract? You know, from what side of the coin are you trying to get people from and all of those other people who don't resonate with that opinion, they don't really matter, but nobody's going to pay attention to you if you consistently sit on the fence. People want you to be fighting for them and their cause. And if you're not on their side, they're not going to feel that resonance and that connection and that trust because they need you in their corner.

So who's corner are you in and what is it, what cause is it that you are fighting for? That would be my biggest piece of advice when it comes to thought leadership to find out those things because then you can really get behind that cause and you can defend it for you know, on behalf of those that you want to serve. If you truly believe in what you have to say and it comes from a place of good intention for the people in your market, then why not share your opinion? And if you believe in the work you do and you get great results for your clients, your opinion matters. Some of the world's most love leaders or thought leaders, Brene Brown, Gary V, that also depends on what side of the coin you sit with, that Seth Goden, Martin Luther King, Nelson Mandela, Winston Churchill, they all had very strong opinions and still do.

Some of them have very strong opinions. Sharing your opinion. Does it mean you have to be a Dick about it? There we go. I'm going and have to put in an explicit on the, on my first several episode on my podcast. But even then you're still gonna find people who disagree. You can't be a thought leader without ruffling a few feathers, a great quote, from Debbie Millman, the queen of branding. I just want to read this out to you. She said one piece of advice I think that we should ignore is the value of being a people person. No one cares if you are a people person, have a point of view and share it meaningfully, thoughtfully and with conviction. And I just think that sums it all up. In order to resonate with people and for people to be back you up, be in your corner, you have to find your tribe, your people and the meaning and conviction behind the cause that you are supporting.

A really quick tip to help you start creating some great content for 2020 is first of all, in fact, I can do this in two parts. And the first thing is, is get clear on who you're speaking to and not just in a, in a general or I knew who my ideal client is not filled out an ideal client avatar. Brilliant. I mean, really get clear on the kinds of problems they have. What are their goals? how is it that these problems are impacting them? What symptoms are they experiencing and not from a place of being in an ivory tower and knowing will I know what's wrong with them? I know what the root causes. Yes, you do know what that is because you are the experts, but they need you to come at it from a different level. They need to know that you get them and that you understand what they're experiencing both from a positive and a negative angle.

So you need to understand who they are, what makes them tick, and really what is going on at that. That third layer that isn't just, you know, tick, then they need to lose weights, well I can help them because I'm a weight loss coach. Know what, what is really going on for them specifically, you know, are they also diabetic? how is, what's the biggest problem for them because if they wait, is it perhaps that their sex life is on the rocks? Is it that they can't bear to show themselves up on stage or to stand up in a meeting? Like how is it impacting their life specifically? And that's where you can really dig into a specific person that you can help. And that's when you can really start to specialize. And when you do that and you, you have that grounding and who you're talking to, your content really comes to life and really starts to make a big impact.

So after you've got that clarity, I tend to write down the three things. What are their goals? What are their problems that achieving that goal? And then what are their objections to doing something about solving that problem or achieving that goal? What is going on for them that is stopping them from taking the action. So I write all of these D three things down and Trello, by the way, just a bit of a product placement there. Trello is a great place to do this. Google it if you don't already know about that. And you can use the three lists, columns to write down goals, problems and objections. And you can list out those different things side by side so you can really see them. and then you can look at your USP's and or even just your selling points. You know we've talked about your concrete USP in the first episode of the podcast.

So if you haven't listened to that, make sure you go back and listen to it because that's extremely important to have. But then also you just have selling points as well that might not necessarily be unique to you, but they still serve as a, as, as a good selling point. So you want to be looking at all of those, have those at the ready because then you can say, okay, so how does my selling points? And my USP and my knowledge around my industry and what I do, how can that help each of those areas? And how can I educate my market? Or in fact, let's even think about this now, my individual within that market. Cause when we're talking to one person, how can I help that individual within that market to overcome those problems, achieve those goals and change their mindset around their objections by coming from it at a different angle.

And that's where you can inject that thought leadership into your content by helping people to see things differently come, come at it from a different angle to help them overcome that, their fears, their objections, their concerns, their confusion, the lack of clarity that they have. The, I don't know if this is possible for me that, I mean there were the objections around this and the individual to the person you are looking to serve. So if you can find all of those things and you can look at how you help each of those points, you can start to create content around each of those different areas. Sometimes we're pulling it all together. Sometimes by singling out a particular problem. Sometimes I singling out a particular objection. Now the more technical the objections gap because the objections, journey can go through whole different stage. So for instance, the first objection could be is it possible for me that I can overcome this challenge or is it possible for me that I can achieve this goal?

And you need to create content at that first level that helps them experience that, yes I can, I work here now and it's possible for me. Then another objection pops up and another objection pops up all the way to when it comes to buying your particular package and you need to create a piece of content around the price objection. You know, why does it cost this much? How can you help them make it more affordable by payment plans? They know that's your selling point is the payment terms potentially, but actually they can pay over a certain amount. So you can see that the objections change every stage. But there is gen generally a sequence of those objections they have on one after the other and they won't even get to the price objection because they're still at the objection of 'is this possible for me?'

So you have to be very clever about creating that content that overcomes those objections that each of the stages, now this might sound all very complicated and to a certain extent, yes it is, but let me tell you, it's necessary. If you want to succeed with your content in 2020 we all have to up our game slightly because people are inundated with content all of the time and they're choosing out of 80% of it because we just gone perhaps even more. I'm picking that figure out the air. I'm basically telling you that their tuning out of a lot of stuff, and if it's not resonating, if it's not meaningful, if it's not helping them move along that line to make progress, then they're just going to tune out of it and it's not going to hit them at all. So whilst it is getting ever so slightly more complicated, we're going to have to get better at doing it because if we don't keep up, if we don't start being more strategic about how we create our content and seeing it as a journey and using those call to actions to take them through that journey, then we're just going to get left behind and you're going to get left in that.

That whole problem of, well, I'm visible all the time, but I'm never seeing any traction. I've never see anything happen. Well, it's because you haven't got all of the pieces together quite yet. And the thing is you can't be that. You cannot be perfect. There is no way that's possible, but you can absolutely certainly work towards it. Like I said at the beginning of this episode, Alessia was in, was in the exact same boats. If any of you listening who was feeling overwhelmed by creating the content for 2020 and they thought that doing the behind the scenes office walkthrough and chucking out and curate some curated content from other people was going to be enough and you're now thinking, okay, I'm going to have to really up my game. But it's all quite overwhelming. Alessia was in the same spot as you when she first started working with me.

Now, you know, she's not a content specialist, but I get people coming to me who know that, that, that she's worked with me, complimenting us on the content that we've created for her and she gets people coming from it, you know, high paying clients from that content that was not happening before and it's taken, you know, it's taken a good six months for her to really hone in that talent. The, the results started happening much quicker, but she, you know, in order to master the way she created content and to actually see those continuous solid results, it does take time. It isn't a quick thing. So what I don't want anyone to feel is concerned or confused that it's not happening right now, but you have to start somewhere and you have to. The first step is recognizing that it's time to up your game when it comes to content creation for 2020 so there we have it.

Those are my biggest tips I can give you to start dominating your niche, dominating your market with your content moving forward into next year. I wish you the best of luck and if you need any help with with doing that, without, without creating that content plan, finding more clarity on who it is you're targeting to create it, then do make sure you book that call in with me at bit.ly/claritycallpodcast And get that call booked in and it's been great speaking to you guys about this. Again, hit me up at jen@jen-hall.com if you have any other questions, anything that you want to say, have your say do let me know. I love hearing from you, and do make sure that you subscribe to the podcast so that you don't miss any episodes and I'll see you in the next episode.

Raising your prices for high ticket sales
Nov 29

Raising Your Prices for High-Ticket Sales

By Jennifer Hall | Podcast

In an uncertain market (not mentioning the B word), adding a high-ticket / premium income stream is a paramount solution for ensuring your business has the financial stability to thrive. But raising your prices can be a scary endeavour and where on earth do you find high-paying clients?

In this episode we cover:

  • Who is a ‘high-paying’ client
  • How to raise your prices with confidence
  • Why nothing is ever too expensive
  • The four areas of a High Value Mindset that will see you selling at a premium price point with unshakeable confidence and ease

Links mentioned in the episode:

bit.ly/claritycallpodcast

jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

Hey everyone, as I record this podcast, it is currently a Friday evening, when technically I should be out at a ball. But I was having one of those evenings where I needed to be in, I needed to be cozy. The log fires on the dog is asleep at my feet and I felt inspired to record this particular episode. Now I find it really funny how we can be inspired at the most oddest of times. But I'm a big believer when it comes to creating content that actually following those times where you feel inspired is really important when you feel like you've got 1,000,001 ideas racing through your head, I really don't believe in pacing yourself. I think it's important to get it out of your system whilst you are tapped into whatever divine force is at work, whilst you have that inspired content creation mode that you seem to have sprung into.

That's something that I've always followed and I've learned my lesson when I haven't followed it and I have thought, well, I'm going to have those ideas tomorrow or have it next week. Don't worry about it and actually know, unfortunately, you know, everyone works differently. But what I have found from my experiences when the, when the tap is on, get the cup out and fill it up. So even if you're not creating all of the content in that moment, at least make sure that you write down those headline ideas, write down the bullet points that goes with those headlines because you can definitely take it that you're going to write down that headline and forget what it was all about. So do you take rough notes about the different content ideas that you come up with so that you don't lose those gems and those aha moments?

I genuinely think it's important to capture it at that time. So that's why I have decided to get the mic out and sit here and record this episode for you because I felt in the mode, in, in the mindset to actually create this for you. And actually I was thinking about this, it was around about this time last year that I was winding down for Christmas. But I was in a very different mindset last year. This year, I'm feeling really, really excited for 2020. I had last year as amazing as , you know, 2018 had been, I felt tired. I was exhausted. and I felt like I was ready for the break. I'm kind of seeing Christmas period. I'm really looking forward to it. We've got so many things planned, but I'm also really excited to get back stuck back in in January. We've got so many plans, whereas last year I was a bit like, do you know what?

I could quite easily not come back to work. That's how I was feeling at the time. I was feeling slightly de-motivated and do you know what I think that we all go through that. And I think it's important for us all to talk about these times because it would be disingenuous of me to pretend that I'm on all of the time because I'm not. And last year I had about four month period of hibernation. But what was really interesting is just before that hibernation period kicked in, I had created a ton of content. I batch created a ton content in one of those moments of feeling that sort of divine inspired time. I'd been jotting down all of these different ideas and I batch created a ton of blog posts, YouTube videos and some, some other bits and pieces. and I really dug into that and I strategically created that content, which I'm going to talk a bit more about in this episode about how I do that and what I believe to be the best content strategy for you guys moving into 2020.

But I did this and I had my tools and I have my team and I have my support and that content and outs and that content saw me generating thousands and thousands of pounds during a time where I wasn't really working as such, I was still delivering to my clients because out of everything that was the bit that I was excited to do. I was excited to serve my clients. It was the visibility piece that I was less excited about. I felt exhausted from feeling the need to be online all of the time. but having this batch content that I'd strategically created with these different points in mind, which I'm going to come to, it saw me through. And, this is something, that I talked about openly and I think I mentioned Alessia in the first episode of this podcast, Alessia Pandolfi and she was like, 'this is what I need'.

'This is what I want. I am exhausted from feeling like I'm being visible online all the time and I need a more strategic way of working when it comes to my visibility because I also got a lot of deliverables and output that I need to give my clients. I feel like I don't want to be feeling like I'm being taken away from that. I need to be able to balance and actually enjoy life and enjoy my business.'' So whilst Alessia had a few things that she came to me with. She wanted to create a high ticket offering, and she wanted to feel comfortable in her pricing. But another one of her big goals was wanting to create content that converts, that creates those sales. But without feeling like she's having to be 'on it' all the time. So she caught wind of this and that's about the time that we actually started working together to do the same thing.

And she's done it. She's gotten a ton of time back. she has a very strategic content plan that is generating high ticket clients, which is exactly what she was after, which was fantastic. And by the way, if you guys want to do the same thing after listening to this episode, don't forget to book a call with me using the link in the show notes. That's bit.ly/claritycallpodcast. If you just click on that link and we can discuss how to start creating that strategy for you for 2020 but I think it's really important, like I said, to batch create content when you are feeling inspired to do so. Really dig into that and carve out time. Now, just very briefly, I want to talk about the times where I do also feel like content creation can dry up.

If you haven't done it in a while and it's that starting it back up again and you've been waiting to feel like, you know, when am I going to get these kind of inspired downloads that Jen is talking about and you're waiting any waiting and it doesn't ever seem to happen. Well, this is the thing, sometimes it won't. Sometimes you have to force yourself to get into that creative space. That's something else that I found as well after hibernating for a long period of time, I've actually felt that it's necessary to, okay, I've waited long enough now and it's not coming. I'm going to have to start, you know, start the tap dripping and it is a case of a blank sheet of paper and carving out the time to start creating that content and just starting, even if it is rubbish, drivel coming out, just got to get that flow.

it's a practiced skill that you do have to keep going, going with. So do make sure that if you are in that space where things haven't been flowing, you just got to start. Just make a start and it will come. I'm going to talk about some points a little while, which are hopefully gonna help you to think about, you know, how to, how to create that content for 2020. So there's also something else I want to mention here in terms of how the market is changing and what isn't working at the moment. And it was, my coach Jessica Lorimer, who I absolutely adore, she had first alerted me to it, but it was interesting. I noticed it, but she sort of sounded out to me and I was like, my gosh, yes, this is the way it's moving and it's this whole binge and buy idea ... the binge...

And buy that you would create X amount of hours of content and people will go and they will binge on all of your stuff, all of the value that you give. And then they will decide to buy after watchingX amount of hours worth of content. And it just isn't like that anymore. And I would argue, has it ever been, I'm a high paying client and I'm happy to give my money away where I feel there's going to be a good return on investment. Like the majority of people who are confident in themselves that they all get a result. If they get the right help, they will absolutely, spends that money. But I am, I'm a quick decision maker. I don't need to sit and binge on hours and hours of content to make a decision. and I've been spending a lot of money for, for a long period of time, particularly on my own coaching and my investing in that.

And I don't think that this, this has been working. If anything, it's been training people to sit and watch your free content and wait for more of it. And not buy, your training People out of buying. And, so I just, the massive shout out to Jessica Lorimer, because you know, she notices these trends and I wanted to share that with you as well because I think it's important that we stop doing this. We're actually not only causing ourselves harm in terms of stopping sales, we're also doing our client's potential harm as well because you're keeping them stuck in the same place by continually feeding them with this, with this free value stuff, which, which will really, if we're honest about it, it's only going to get them so far. They need more than that. They need accountability. They need to actually, I don't get to say it here, they do need to part with their money because people who pay pay attention and then taking it one step further, people who pay more pay more attention.

So you have to realize that by doing it you are actually doing everyone a disservice, including your potential clients as well. So I would suggest moving out of this whole 'constantly creating sort of free value' all of the time because it's just going to train people out of it. And actually we need to move our content into something, slightly more strategic. So my advice is to stop creating so much content. At one of my recent webinars, I asked how many pieces of content people were creating per day, per week, per month, and the answers that were given, were either loads or not enough, either loads because of the constant need to feel like they're visible or not enough because they didn't feel like they were being visible enough. And I even had one or two people say that they'd given up because they weren't seeing the traction they or wanted from their efforts.

And you know, I think that's possibly one of the biggest concerns for people who are creating content, aren't seeing the results is will this actually work? What is the point? And they're getting tired of trying to, you know, be out there and create the stuff and it's just not hitting, hitting the Mark. One of the biggest reasons that I've seen for this problem is that people don't understand that there are different layers to your content marketing. So we feel like we're being visible all the time and we get out there and we're on LinkedIn, on the public feeds or out there on our personal profile on Facebook and we're doing live videos, we're posting our little tips and tricks. we are going into perhaps different groups and different places even let's take into account networking events and we're showing up to them and we're showing our face.

But nothing, nothing seems to happen. And the reason is, is because that's just the first layer of your content strategy and actually what you're not doing potentially is inviting them into the next layer into a more intimate conversation. That can't necessarily happen in public. It really depends on, on your industry. and what your helping with as to how open people are about having those types of conversations in public. But even then, even if someone is having this great conversation with you in, in the comments of a social media post or, or even for instance has replied to one of your emails to say, Oh my gosh, that's resonated so much with me. We need to take that conversation to the next level and we need to get them into something more intimate. Whether that is inviting them to have a discussion with you on a call and actually, you know, speaking to them there or offering that conversation in a different space, perhaps in a direct message.

and this depends on platform to platform, by the way. You try and do that on Facebook and people kind of get that, Oh, stranger danger don't, don't type messages to me in my inbox on LinkedIn, that's far more acceptable. So you do have to look at the different platforms that you're using for your visibility to understand if, if that's appropriate, if you're networking, inviting someone to go to a one to one is totally it wholly acceptable. So you do have to kind of look at the different ways in which your being visible as to whether it's appropriate or not, but you do still need to take it to the next level. We can talk about this in terms of just a for now for an easy, way of describing this is that perhaps your out there on, on your Facebook feed and your talking, about a problem that your prospect is, is suffering from and you are looking to talk around that and talking about how you help to solve that problem.

That's great. But then where's the invitation? If people aren't asked to do something and there is no call to action, then they'll read it and go all that stuff. That's great. It's, it's highly unlikely that people will reach out to you if they haven't been invited to. So you have to give them some kind of information. If, whether that is send me a personal message, whether it's why don't you find out some more information here and download this content. Then you've got their email address to get them somewhere else, to get them into a more intimate conversation over in your email. Whether that is, come and join my Facebook group where again, that pulls down that that fourth wall where, where they feel a bit more special, a little bit less vulnerable in that public situation, they feel freer to talk. So think about your content as a journey and as a funnel and make sure that all of your content has a call to action on it.

And that could even be PM me or it could be book a call here and just having that call link so that people know that they can do that and that, you know, that's how you get in contact. And it's a very, very simple tweak, but it can yield so many results just by adding that call to action into your content. So how about the actual contents of your content? So I want to talk you through my five points that I believe are crucial to your content standing out in 2020. And then I'm going to talk you through a very simple content creation method that I use. So the first thing that I believe is very important is relevancy, and by that I mean is that if you want content that captures the right audience, you need to be putting out the right kind of hooks or bait for want of a better word.

If you want to catch a certain type of fish, you've got to have the right type of bait, and that might sound very kind of alluring, but it's the most simplistic way I can describe this because what I see so much of the time is people putting out some sort of giveaways. You know, you have enough free iPad or a free Amazon gift card, you know, if you come and do this thing or join my wait list or whatever else. Now everybody wants an iPad. Virtually everyone wants a gift card. Like who wouldn't want that? And that's the question you need to be asking yourself actually is, who doesn't want my thing? Well, who am I excluding? And who do I actually want in? Who is the person that's actually going to end up buying from me? So when you're looking at putting content out there, it has to be congruent to what it is you're selling.

The same buying intent has to be at the forefront of your content. And in this same thread is when they actually go to buy from you. So have a good thing about the relevancy of what you're putting out there and who it is you're trying to attract. And when you're writing your content, think about one person or one entity, and I use the word for instance, if you're thinking about a particular type of corporate organization, we have to think about one person in order to make sure that our content isn't irrelevant, broad or fluffy, and that we're actually really laser targeting the content so that when they read it, it truly does resonate with them. So it's like, okay, wow, yes, this person who's writing this totally gets me. And that's exactly me because the next thing is that has to be meaningful. If it doesn't mean anything to anybody, then it really isn't going to be read.

Watch, listen to, you have to make sure that you connect with people on a meaningful level, whether that's through emotion or whether it's through understanding or you know, whatever that is, but we do need to make sure that, that it's meaningful to them. So relevancy and meaningfulness. The first two things that you need to be looking at when you are creating your content, does it have those elements in that? If not, then go back and look at your ideal client and get that clarity first around who it is you're speaking to because it's from there that you create great content. The next thing, the third point is creating something that is both intriguing and fresh. One of the best ways to get people reading, watching, listening, and continuing to read, watch and listen, is to build in curiosity, to build in that intrigue, that interest in every line so that they are, you're opening up a loop that has to be closed.

It's like leaving. You want a cliffhanger that you can't, you can't not know and that's what you're looking for in all of your content, particularly when it comes to your call to action. So when you're looking at how you're building that content, you want to be thinking by the time you get to the call to action. They need to be salivating or frothing at the mouth to get that next thing. So have you built that urgency? Have you built that intriguing curiosity for them to find out the next thing whether is to directly speak to you or whether it's to download something or go somewhere else. You need to be priming them with that curiosity and that intrigue and that need and want to find out more. But on the other side of this, it's also ensuring it's fresh, I guess as you probably have its own point in itself and that's if people have already heard the message before, if they've already seen content like it, then they're going to tune out.

And this is where all the people out there who copy other people's content are going to be failing miserably because at the end of the day, you have to write from the heart. You have to write from you, from from your mind and your mindsets. It's got to be unique to you and you have to write it in a way that has a style that grabs attention. Like I said, if the message has been heard a zillion times, they're not going to, they're not going to tap into it. They need to tune in because it's something new and fresh. So when you're looking at your content also, you know, I don't know what you to get stuck into comparison. It can't comparisonitis mode. You know, if at this point it's about just getting pen to paper as it were and getting something out there and that's going to help you start from where you're at, then go ahead and do that.

At the end of the day, it's better to get started than to get stuck. But if we're looking for excellent content and you're looking to take it to that next level, looking for that freshness and what you're creating is very, very important. And then the next thing, the fourth point that I want to mention is sophistication. Now I'm talking about sophistication in a way that again, we have to look at who are we targeting? Who is this content designed for? And is the message that I'm providing? Is the information within this, this article, this podcast, whatever it is you're creating, is it sophisticated enough that's going to blow their mind or is it going to fall flat? Because again, they've heard it before. So sophistication in your messaging is very, very important. So think about your ideal client and where they are on their journey and actually what is it that they need to hear in order to get them to sit up and listen and take action.

Because if it's an immature marketing message, it's not going to be listened to, are going to be, you know, not necessarily even, it's not even going to resonate with them or anything like that. They're just beyond that stuff. Now. So be very clear about where, where your ideal client is on the journey. Yes, you might understand your niche and your industry and you know, a ballpark of, of the, of the type of person that you're, you're helping, let's just say entrepreneurs for the moment maybe, but actually where are they on their entrepreneurial journey? Are they starting out, you know, is the messaging you're giving way too overwhelming for them? Is it too sophisticated or are they further along the line? And actually you need to make sure that you are upping your game in terms of showing them that you have intelligent knowledge of where they're at and a true understanding of the level of which they're at, so sophistication is really important.

And then the next thing, the last thing that I think is so important to inject into your content for 2020 is thought leadership. Now this is something that gets missed off so many times. And when I'm talking about thought leadership, I'm talking opinions. Okay? So if we're going to talk about this in layman's terms, that's what I, what's what I mean here. And to be a market leader, this is so important. You need to express opinions about the things that matter to your ideal client that are relevant to your area of expertise or industry and the actually take a strong stance. So why did we find it so hard to inject this into our content? The first one is we're scared of the feedback and criticism that comes with sharing a strong opinion. You might be perhaps even unaware of the opinions that you have because you're out of touch with what's being shared in the industry.

And if that's the case, there's an easy fix. You just get in amongst it and become more aware about what other people are talking about. That's not a hard thing to do, so you make sure that you are making an effort to do that. If you're feeling a bit out of touch with, well, you know how, because if you don't know the different sides of the coin, you don't know where to sit. So become aware of where you sit and really stressed that opinion or the perhaps we don't believe that our opinions matters. That's also another one where we worry about sharing an opinion for the sake of getting attention that might bring an negative response. Now this is the thing is whilst you need to inject opinions and thought leadership into your content, be intelligent about it. Don't do it for the sake of stirring the pot because those are the types of posts that tend to backfire.

I do believe in absolutely researching all the sides and really putting yourself in the shoes of each side of you know, if the argument as as it were, because I think unless you can come and have an understanding from all sides, you can't form a strong opinion because you'll just somebody that will come along and we'll fire you down because you haven't really thought through what you're talking about because you've just decided that you need an opinions and you're going to have one, and then you just look like a fall. Again, I'm not one to mince my words. If you found out by now on this podcast, I'm not going to fluff it up for you. What I'm doing is I'm helping you to be a better leader and in order to be a better leader, we have to be thinking strategically about forming those opinions.

So do your research, do your thinking time on the opinions that you're going to putting out there to ensure that you have a well rounded one and that you are happy to defend your point of view. Because at the end of the day, let's not pussyfoot around. You're going to get trolls. Okay? And there's no point we saying, well, you'll be fine because people will speak up. They will have a different opinion. But who are you trying to attract? You know, from what side of the coin are you trying to get people from and all of those other people who don't resonate with that opinion, they don't really matter, but nobody's going to pay attention to you if you consistently sit on the fence. People want you to be fighting for them and their cause. And if you're not on their side, they're not going to feel that resonance and that connection and that trust because they need you in their corner.

So who's corner are you in and what is it, what cause is it that you are fighting for? That would be my biggest piece of advice when it comes to thought leadership to find out those things because then you can really get behind that cause and you can defend it for you know, on behalf of those that you want to serve. If you truly believe in what you have to say and it comes from a place of good intention for the people in your market, then why not share your opinion? And if you believe in the work you do and you get great results for your clients, your opinion matters. Some of the world's most love leaders or thought leaders, Brene Brown, Gary V, that also depends on what side of the coin you sit with, that Seth Goden, Martin Luther King, Nelson Mandela, Winston Churchill, they all had very strong opinions and still do.

Some of them have very strong opinions. Sharing your opinion. Does it mean you have to be a Dick about it? There we go. I'm going and have to put in an explicit on the, on my first several episode on my podcast. But even then you're still gonna find people who disagree. You can't be a thought leader without ruffling a few feathers, a great quote, from Debbie Millman, the queen of branding. I just want to read this out to you. She said one piece of advice I think that we should ignore is the value of being a people person. No one cares if you are a people person, have a point of view and share it meaningfully, thoughtfully and with conviction. And I just think that sums it all up. In order to resonate with people and for people to be back you up, be in your corner, you have to find your tribe, your people and the meaning and conviction behind the cause that you are supporting.

A really quick tip to help you start creating some great content for 2020 is first of all, in fact, I can do this in two parts. And the first thing is, is get clear on who you're speaking to and not just in a, in a general or I knew who my ideal client is not filled out an ideal client avatar. Brilliant. I mean, really get clear on the kinds of problems they have. What are their goals? how is it that these problems are impacting them? What symptoms are they experiencing and not from a place of being in an ivory tower and knowing will I know what's wrong with them? I know what the root causes. Yes, you do know what that is because you are the experts, but they need you to come at it from a different level. They need to know that you get them and that you understand what they're experiencing both from a positive and a negative angle.

So you need to understand who they are, what makes them tick, and really what is going on at that. That third layer that isn't just, you know, tick, then they need to lose weights, well I can help them because I'm a weight loss coach. Know what, what is really going on for them specifically, you know, are they also diabetic? how is, what's the biggest problem for them because if they wait, is it perhaps that their sex life is on the rocks? Is it that they can't bear to show themselves up on stage or to stand up in a meeting? Like how is it impacting their life specifically? And that's where you can really dig into a specific person that you can help. And that's when you can really start to specialize. And when you do that and you, you have that grounding and who you're talking to, your content really comes to life and really starts to make a big impact.

So after you've got that clarity, I tend to write down the three things. What are their goals? What are their problems that achieving that goal? And then what are their objections to doing something about solving that problem or achieving that goal? What is going on for them that is stopping them from taking the action. So I write all of these D three things down and Trello, by the way, just a bit of a product placement there. Trello is a great place to do this. Google it if you don't already know about that. And you can use the three lists, columns to write down goals, problems and objections. And you can list out those different things side by side so you can really see them. and then you can look at your USP's and or even just your selling points. You know we've talked about your concrete USP in the first episode of the podcast.

So if you haven't listened to that, make sure you go back and listen to it because that's extremely important to have. But then also you just have selling points as well that might not necessarily be unique to you, but they still serve as a, as, as a good selling point. So you want to be looking at all of those, have those at the ready because then you can say, okay, so how does my selling points? And my USP and my knowledge around my industry and what I do, how can that help each of those areas? And how can I educate my market? Or in fact, let's even think about this now, my individual within that market. Cause when we're talking to one person, how can I help that individual within that market to overcome those problems, achieve those goals and change their mindset around their objections by coming from it at a different angle.

And that's where you can inject that thought leadership into your content by helping people to see things differently come, come at it from a different angle to help them overcome that, their fears, their objections, their concerns, their confusion, the lack of clarity that they have. The, I don't know if this is possible for me that, I mean there were the objections around this and the individual to the person you are looking to serve. So if you can find all of those things and you can look at how you help each of those points, you can start to create content around each of those different areas. Sometimes we're pulling it all together. Sometimes by singling out a particular problem. Sometimes I singling out a particular objection. Now the more technical the objections gap because the objections, journey can go through whole different stage. So for instance, the first objection could be is it possible for me that I can overcome this challenge or is it possible for me that I can achieve this goal?

And you need to create content at that first level that helps them experience that, yes I can, I work here now and it's possible for me. Then another objection pops up and another objection pops up all the way to when it comes to buying your particular package and you need to create a piece of content around the price objection. You know, why does it cost this much? How can you help them make it more affordable by payment plans? They know that's your selling point is the payment terms potentially, but actually they can pay over a certain amount. So you can see that the objections change every stage. But there is gen generally a sequence of those objections they have on one after the other and they won't even get to the price objection because they're still at the objection of 'is this possible for me?'

So you have to be very clever about creating that content that overcomes those objections that each of the stages, now this might sound all very complicated and to a certain extent, yes it is, but let me tell you, it's necessary. If you want to succeed with your content in 2020 we all have to up our game slightly because people are inundated with content all of the time and they're choosing out of 80% of it because we just gone perhaps even more. I'm picking that figure out the air. I'm basically telling you that their tuning out of a lot of stuff, and if it's not resonating, if it's not meaningful, if it's not helping them move along that line to make progress, then they're just going to tune out of it and it's not going to hit them at all. So whilst it is getting ever so slightly more complicated, we're going to have to get better at doing it because if we don't keep up, if we don't start being more strategic about how we create our content and seeing it as a journey and using those call to actions to take them through that journey, then we're just going to get left behind and you're going to get left in that.

That whole problem of, well, I'm visible all the time, but I'm never seeing any traction. I've never see anything happen. Well, it's because you haven't got all of the pieces together quite yet. And the thing is you can't be that. You cannot be perfect. There is no way that's possible, but you can absolutely certainly work towards it. Like I said at the beginning of this episode, Alessia was in, was in the exact same boats. If any of you listening who was feeling overwhelmed by creating the content for 2020 and they thought that doing the behind the scenes office walkthrough and chucking out and curate some curated content from other people was going to be enough and you're now thinking, okay, I'm going to have to really up my game. But it's all quite overwhelming. Alessia was in the same spot as you when she first started working with me.

Now, you know, she's not a content specialist, but I get people coming to me who know that, that, that she's worked with me, complimenting us on the content that we've created for her and she gets people coming from it, you know, high paying clients from that content that was not happening before and it's taken, you know, it's taken a good six months for her to really hone in that talent. The, the results started happening much quicker, but she, you know, in order to master the way she created content and to actually see those continuous solid results, it does take time. It isn't a quick thing. So what I don't want anyone to feel is concerned or confused that it's not happening right now, but you have to start somewhere and you have to. The first step is recognizing that it's time to up your game when it comes to content creation for 2020 so there we have it.

Those are my biggest tips I can give you to start dominating your niche, dominating your market with your content moving forward into next year. I wish you the best of luck and if you need any help with with doing that, without, without creating that content plan, finding more clarity on who it is you're targeting to create it, then do make sure you book that call in with me at bit.ly/claritycallpodcast And get that call booked in and it's been great speaking to you guys about this. Again, hit me up at jen@jen-hall.com if you have any other questions, anything that you want to say, have your say do let me know. I love hearing from you, and do make sure that you subscribe to the podcast so that you don't miss any episodes and I'll see you in the next episode.

Nov 29

Creating a Market Leading USP

By Jennifer Hall | Podcast

As a Coach or service based business, finding a point of differentiation is critical to your success in a saturated and competitive market. ‘YOU’ as a USP is no longer cutting it and it’s time to start creating a concrete USP that not only helps you stand out for industry recognition but positions you as the irrefutable no. 1 choice for your ideal clients.

In this episode we cover:

  • How to create and productise a USP that is truly unique and tangible.
  • Using your USP to dominate your niche & generate more money
  • Why your USP is critical to making it to Market Leader Position

Links mentioned in the episode:-

bit.ly/claritycallpodcast

jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00)
So hello, who here has their Christmas tree up yet? Dare I say it? It's not quite December. I'm wondering if any of you guys have your Christmas decorations out for all to see or whether you are officially putting off for as long as possible before it becomes inappropriate not to, or the kids drive you absolutely bonkers. And we haven't currently got ours up yet. But it's definitely on the agenda in terms of my daughter Ellie, who is continually reminding me that Christmas is only a few weeks away. So, I don't know whether I'm, whether you're one of these people who are like, Oh my gosh, I can't wait for Christmas to begin. Or whether you're putting it off. But either way, I'm looking to finish 2019 with an absolute bang and it's my mission to help you do the exact same thing. So we're going to go hard up until the week before Christmas.

(00:59)
I think it's the week before Christmas where I'm taking officially two weeks off. I like to do this. I like to have scheduled time that I take off. So I know that I can have that guilt free time because it is already planned in the diary. It's not work time that I'm just sort of like, you know, skiving from it is officially downtime. So I like to do that. So I know I've got the deadline that I need to make happen and I'm quite rigid with it. This isn't something that I kind of bend the rules on when it comes to that Christmas time downtime. I ensure that I want to finish on that day knowing that Hey, I have done everything possible to make 2019 the best year possible. and it really has been, there's been some incredible things going on. We've had the Expert Unrivalled, second event.

(01:48)
The UK's number one positioning conference that happened in November. I say November. It is November, it feels like ages ago, but in fact, actually it was probably only about three weeks ago. The Expert Unrivalled conference launched live yet again in Cardiff and I'm finishing 2019 by planning 2020s events. So do keep your eyes peeled and your ears primed to hear about when tickets are going to go live for that event, which I'm really excited about. The bar was set extremely high this year withExpert Unrivalled and I really do have a job on my hands to make sure that it really meets the same expectations that people have after their amazing experience. Such incredible value. We even had people in the audience saying, I felt like an actual thief sitting in the audience with the amount of gold that was shared on that stage.

(02:44)
So I'm really, really proud of that event and I'm really excited to launch that again in 2020. So all this is happening. We've got the launch of this podcast, we've got the launch of the next event next year. I've also got plans to, ,publish a new book next year as well. So there's loads of things in the pipeline. And then in my other business we're also launching another podcast. It won't have my lovely voice on it, however, because I tend to do the boring behind the scenes businessy stuff. In the other business, which is, if you don't know a company called EverTrek, which I help to run with my other half who is the mountain man who loves to be out about and is interested in all things trekking, which I do like a walk, but I've got to be honest with you, he's still warming me up to an Everest base camp trek.

(03:34)
I still haven't quite got there yet. That was going to be my next challenge I think but first of all the challenge is to feel motivated to do it. So yeah, wish me luck with that. So all the stuff's happening. I've also just wrapped up with some incredible clients, who have all created incredible points of difference to position themselves as market leaders, which has just been absolutely fantastic. I'm just going to shout out Alessia Pandolfi. I literally haven't stopped hearing her name over the last few weeks around how amazing her content is. She is, I can vouch to this firsthand actually because whilst I've been working with her in the past, she's also and will continue to, to work on my business as a tech expert. She's just absolutely incredible. And we created an incredible USP that's really made her stand out in the market and she's been selling her first ever high ticket 5k offers.

(04:32)
So super, super proud of her. Just want to give her a shout out. If you ever need anything to do with tech in your business, do you make sure you give her a shout? That's Alessia Pandolfi and if you are somebody who would like to create a clear point of difference, then you are more than welcome to have a chat and book a call with me, the link is in the show notes, but it is bit.ly/claritycallpodcast. But the link is in the show notes and you can just go in there and book your call and we can have a chat around how we might be able to work together in the future to create those clear points of difference that are going to position you as a market leader. So without further ado, I want to really launch in to today's podcast episode to show you how you can start making those first steps to doing the same thing.

(05:25)
So becoming a market leader can look different from person to person. For me, I like to define it as being the first choice for your market. For me, that really encompasses everything that you're trying to achieve when you are looking at becoming a market leader. But in order to be the first choice for your target markets, you have to be able to stand out. And the problem is most industries are saturated, most markets are saturated. And so it's really, really important that we look at creating these clear points of differences that help us stand out in the market. Because if you want to be the one that gets the majority of the market share or gets those invites to the best stages to speak on the best stages to be on the best podcasts to get interviewed, to get quoted in industry recognized platforms.

(06:29)
If you want all of this industry recognition, if you want to write incredible groundbreaking content and information and thought leadership, then it is so, so important that you do this, that you find that clear point of differentiation because otherwise you're just going to blend in with the market and genuinely I feel that this is not only the biggest point of focus that everyone needs to be focusing on in 2020 but I also believe that it is going to be the thing that will make or break a lot of businesses, particularly in the UK with Brexit looming, the market's very uncertain at the moment and so it's going to be a survival of the fittest, which is what it's like in any uncertain market. Now I'm not here to scaremonger anybody with the whole Brexit thing. And I don't want to really focus on that too much.

(07:24)
But what I do want to say on that fact is, is that you can't ignore it. We can't pretend that it's not happening. But what we can do is ensure that our business is watertight. Because I genuinely believe that if you follow the process of ensuring that a, you have that clear point of difference that positions you away from everyone else in the market and positions you as that obvious choice for your market and that you also have high ticket offerings because one of the first things to go are going to be the nice to have items. So you want to be someone who is solving critical problems and critical goals. And so you're dealing with people who are willing to spend a lot more money, which means your business are going to, it's going to get a higher cash injection, which is going to see you survive financially as well as, in terms of your brand as well.

(08:20)
So I do want to say those two things on that point because I genuinely believe that those two things are going to see you through 2020 and not just survive but thrive. So then if you're looking to create that clear point of difference, one of the first things that you need to recognise is that you have to move beyond just you being unique. So for instance, I've got X years experience in the industry. I'm creative. I, I'm spoke, I offered, I offer perhaps like a more boutique offering or I'm qualified and no one else is qualified. I'm niche. All of these things are attached to you and this is going to sound very harsh, but no one truly cares about them. And the reason they don't really care about them is because everyone else is using the same selling points. And so therefore they're no longer unique.

(09:21)
Now there's the argument as well that I really want to push forward and that is that when you're looking at USP, you cannot forget every single word in, in the acronym. Yes. It needs to be unique because it needs to be able to stand out as a fresh new offering. But also it's really important that you understand that it's also a selling point. And so whilst yes, it has to be unique, it also has to be a benefit. And just because it's unique doesn't always mean that it's useful. So it's that magic combination of the two things of, of creating something that is there is 100% unique, but it's also a benefit to your market and that that is the, they both have to be equally strong. You can't have one incredibly unique unicorn, with a, with a little bit of a touch of benefit on there.

(10:19)
It really does have to be useful if you want to be somebody that takes the lion's share of the market. So first of all is recognizing that, you know, use a USP is, isn't, is a cop out. Now unfortunately you're going to have to think a little bit harder, but don't panic because in this episode I'm going to talk through that with you. And also recognizing that what you think you have that is unique is highly likely not to be. Now, if you do after listening to this episode, then massive congrats. This is really, really good news for you. But have a listen and just see if you can identify whether it ticks all of the boxes that you need to have when you're creating a USP. Now notice I said create a USP and I'm not saying find one. Now what's really important here is that you stop waiting for your USP to fall out of the sky and into your lap or this kind of like bolt out of the blue.

(11:24)
And in a way, this might be good news to some of you because if you're trying to search for that USP and you're not finding it and you're waiting for it and it's still not happened, you're going to be really pleased to hear that you can stop waiting because it's not about waiting for that moment of clarity. It's actually about innovation engineering. Because it's about creating something that is going to be unique because I've got news for you. All the ideas have already been taken. They really isn't a truly unique idea anymore. They've all been done. They've all been said, they've all been put out there in some way, shape or form. But what we need to do is, is to be a bit clever and we need to reengineer those ideas. And sometimes it's also about resurrecting those ideas because sometimes the ideas have been put out there, but they're no longer being talked about or in fact it's perhaps a point of difference there was never talked about because no one's really thought to do it.

(12:28)
I was speaking to a friend at the pub on Saturday, around how people get in the Guinness book of records and she was saying that actually there are a lot of things they would like the fastest person in this category or whatever it was. Clearly, clearly I was focusing on that conversation. I didn't have too many vodkas, but it's around, it was around how you get into the Guiness Book of records. And even though they technically weren't the first, the first or the fastest, but it hasn't been recorded in the Guinness book of records. So someone else might start to say, well actually years ago I had done that, but they didn't record it. And so therefore the person who puts themselves forward and records that record is now classified as the fastest. So this is also a lesson in saying, you know, you have to put yourself forward.

(13:27)
You have to really shout about the things that you do because if you don't, it's a wasted opportunity and potentially someone else is going to, you know, someone else who is slower, weaker, not as good as you is going to take the trophy. So you do have to really step out and shout about what you do as a business, how you help people and your achievements and the kinds of results that you get for you get for your clients. Because if you do that, that's really going to shine a light on how you can help other people and also that you're the person to go to when it comes to that. So there we go. First of all, recognizing the fact that we need to actually create something and in an engineer it, the best way to differentiate and position yourself as the market leader to buy from in 2019 2020 and beyond is to actually productize your USP piece so that it separates you and you can actually create something that's separate from you.

(14:37)
So not only does this mean that this gives people something very tangible to sink their teeth into, it's very easily understood. People get what you're talking about because you're talking about it in terms of a thing rather than a very vague concept. It also allows you to scale because something that a lot of service based businesses struggle with, particularly when perhaps you're a solopreneur or you're very attached to your attributes and qualities as a coach or a consultant, is that you kind of feel like no one else can do it better than you can. And that is, uh, a kind of a great confidence to have, but it can also hold you back because it massively stops you from scaling because you then can't, you can't clone yourself yet. You never know it was happening in the future, but you can't clone yourself right now.

(15:35)
And so therefore you have a limit to how much you can actually deliver. But if you're looking to scale in the future, extracting the USP and productizing it will allow you to scale beyond just you D delivering the service. So these are some, you know, some really positive points around doing this process. And I call it creating a unique magic bullet, which my sister, by the way, keeps telling me it sounds extremely rude. I like to point out to my sister, she is listening that if you type in unique magic bullet into Google, one of the first things that come, comes up is actually a blender. So I just want to put that out there that if anyone else knows what she's referring to, it has nothing to do with that thing and are, please don't leave my podcast episode to go and rush to google to find out what this is because I'm about to deliver some really, really important information around what a unique magic, but it truly is.

(16:40)
Now a unique magic bullet is created from the way you help your clients achieve a specific goal out overcome a specific problem. It serves as a very reason people don't want or need to look anywhere else because they have the very solution that they have been looking for all along and your business is the only way they're going to get it, which is why it's pointless looking anywhere else. It's a new solution. It's a unique way of helping your ideal client achieve their goal and overcome that root problem. So when it comes to actually positioning your unique magic bullets to people, there is an element of education around it. Yes, it has to be explained quickly and easily because people don't hang around for long these days. They want to know what they need to know now. They don't want to have to wait or for it to be overly explained.

(17:41)
So with that in mind, we also still have to look at ways where we can educate quickly on why they are not able to solve their problem or why they are in such confusion right now about how to get there and how your unique way of doing things helps them overcome that root problem that that hurdle that they are experiencing. And it has to be innovated in such a way that it has your own entirely unique stamp on it. So it's about that engineering and innovation that we talked about so that they know that they can only get what you're offering from your business. It also means that you can name it and trademark it and own it as intellectual property, which actually further positions you as a market leader and everybody loves a formula. They love a method, they love something that is going to be almost like a magic pill.

(18:43)
Now very, very briefly take you on a slight tangent because I can feel a lot of intakes of breath as you perhaps listen to this when you think, I don't want anybody who wants a magic pill. Now I just want to not challenge you on this. I just want you to think of a different perspective. So I don't want people that want a magic pill either because I've had clients in the past who want to throw money at something and just expect it to work and it, it just doesn't happen. Even if you're selling a product, let's say a mop, you know, just buying them up isn't going to do the job you get. I have to use it. And that's the, the change in perspective. The way I want you to see this is that the, perhaps that mop is sold to you as the best thing since sliced bread.

(19:34)
So let's take joy. Anyone seen that film? Joy absolutely love one of my favorite films as a feel, feel good moment of fact. That is going to be on my list of Christmas films to watch. It's probably not a Christmas film. I don't think it is, but it will be on my Christmas list or watch. But in this film, joy is on a boat and she smashes or someone smashes a glass of red wine, and she tries to mop up this, this, this glass of red wine. And as she's doing so she's trying to ring it out and she cuts her hands on this glass and she was like, this really isn't the best way. And she has this almost an epiphany moment around, Oh my gosh, I've got an idea here. That is going to change the, the households everywhere. And so she created this self wringing mop.

(20:27)
So this is sold to you as something that's going to change your life when it comes to cleaning, it's going to be a lot quicker. You're not going to hurt yourself. You don't have to touch the mop pad. You can put it straight into the washing machine. You can rewash it. All of these amazing USP'S that are sold to you, now, you have to use the mop in order for the magic to happen. But it still feels like magic. And you cannot argue that you have not felt a magical experience like that when it's come, when it comes sort of using certain products or when it's come to getting that moment of clarity where you're like, 'Oh my gosh, that's what I was waiting for' - and that's what you're trying to give your audience. Your market is an epiphany moment where they finally feel that relief or that excitement about, I found the thing that I was after all along, so never poo poo the magic pill experience because whilst we don't want people who just want to Chuck money at things and hope that they work, it's like giving them a magic spell.

(21:37)
You're giving them something that they can use to achieve a result. It's not about pulling in those lazy clients. It's about pulling in your target market onto something that's going to truly help them if they choose to put the effort in. And that's a different perspective. I just wanted to talk to you about because there's sometimes a resistance to this way of working because I hear all the time I want to offer a bespoke experience. To everybody. And that's absolutely fine. And I agree with that because that's what I do for my clients as well. But let me just take you back to what a unique magic, but it is. And so by, in order to explain this, I'm going to tell you what it's not. It's not necessarily your entire process. Okay. Now there are no hard and fast rules with this. So there is some creative license.

(22:29)
But let me explain it to you like this. Your unique magic bullet is a mechanism within your process that makes the thing work. So if you are solving a particular problem for somebody, but they have additional needs or things, other things that they want to focus on as well, they can still get all of that and you can bespoke your service to create an experience that's unique to them. But they know that within that they are going to get that thing that they, that they know is the thing that they need. So let me explain this to you. In an example, I recently switched over from a PC to an Apple Mac. Now it's controversial as that is for some people. The reason I did it was because I was fed up with my PC being so blooming slow and I just needed it to work.

(23:25)
I just want to open it up and I just want to do my thing and I want to get on with my day without the worry and the chugging and the mouse being ill and not quite making the computer work and so and so forth. I just wanted it to work and the reason I chose the Apple Mac is because of the Mac OS system that is within the Mac, the operating system that runs behind. I don't like this. It's clear now that I don't know what I'm talking about when it comes to computers, but I don't need to know. All I need to know is is that my problem is that I need my computer to work faster at my pace rather than me having to wait for it. And I've been told that the Mac book pro that I've bought has the MAC OS system in it and therefore that is going to make it work a lot faster.

(24:13)
And do the things that I needed to do. I don't need to know how the opera operating system actually works. I just need to know that it's going to do the thing and the fact that it has some kind of science behind it. Because you know, if it was literally like if I found out for instance, it was a placebo effects, then obviously I'm going to be very annoyed and I've not been sold to properly and I'm going to take the computer back and complain vigorously. But as long as you have some science behind what you're offering and there's integrity behind it, then engineering these products and these USP to your market is going to give them something they can understand more easily. They can sink their teeth into. And more than that, here's another benefit that they can then talk about and share with other people.

(25:10)
So guys, if you're sitting here listening to me going, my computer's really slow, maybe I'll get a Mac because of that Mac OS system, it's easily understood. I've been able to explain it very quickly to you. And the concept is now in your brain. Now it might be that because obviously people don't just buy on a specific USP. And we'll come to talk about that in the coming episodes if the Expert Unrivalled podcast around the other things and the other reasons that people buy and what you need to do. Because there can be some of you sitting out going, I'm never buying Apple because you're just not with their brand. You are a die hard Microsoft fan, whatever that other reason might be for the various other reasons that you have. But for some people this could be a serious game changer. You know, I already, I was already sold on Apple, - I have an Apple iPhone .

(26:00)
I'm just waiting for someone to deliver my, my Apple iPhone 11. So I'm already an Apple fan, so that wasn't necessarily the problem for me. I'm not, I'm not particularly brand loyal when it comes to that. I'm not fast, but I am fast on the functionality because I am that sort of buyer. And you had different types of buyers as well. But regardless of whatever type of buyer you want, there needs to be science and substance behind what you're offering. Because if there's not, you're going to find that yes she might make a few sales, but you're also going to damage your reputation in the market and people are not going to be readily sharing what you're offering. So that's really, really important as well. And the thing is is that if you don't start doing this, if you don't start productizing your USP and really talking about them tangibly, you're going to get left behind because this is the way that we need to be working, moving forward in order to stand out of the saturation that's within the market.

(27:05)
Otherwise you're just going to blend in with everybody else. In a way, you're going to lack credibility and trust with your market because people wonder if they'll truly get the results you speak of because again, it lacks a tangibility. People can start to doubt that it can work for them and your prospects are more likely to shop around comparing you against someone similar- that the whole apples for apples concept around if you compare one Apple against another Apple, it's going to be very, very hard. But if you are, say an Apple innocent smoothie or an Apple naked bar or even a candy Apple with a ton of marshmallows on the top, it really positions you at a different angle, at a different selling point. It almost pushes you that one step further as to the reason why people want to buy from you. So we need to start creating a purple cow, not just another Apple to be compared against another Apple.

(28:05)
You're also going to find it very easy to stand out by doing this because 90% of service based businesses currently don't have one of these things. We're very behind and backwards when it comes to creating USP's. We are a nation and I potentially even say, you know, even the majority globally, we're very behind because we're so stuck in our ways around how we describe ourselves and we haven't yet found a new way to articulate what makes us different because we're regurgitating all of the same, same old stuff. So if you can grasp this concept now and really innovate and create something that's truly unique to your business and you can productize that is going to position you way ahead very, very quickly beyond everyone else in your market doing what you do. Now in the coming episodes, I'm going to be talking with some of my previous and current clients around the unique magic, but it's they've created and the impact that it's had on their business.

(29:18)
But I just wanted to talk about one in particular to give you a great example of how it's enabled them to become a market leader. And that is talk about EverTrek. Who is an adventure travel company, taking people to places I ever space camp Kilimanjaro and other tall high mountains. And when I first started working with the business, I really wanted to look at this key point of differentiation. What is it that stands them apart from the, you know, competitors, you have the, almost the monopoly on these types of trips. And we looked at the way in which EverTrek helps their customers. And one of the biggest points, not necessarily a difference, but the things that they are really passionate about was preparing the customers mentally and practically before they even got on their trip. Because they believe that by doing that they are going to be more successful in actually reaching their goal of the base camp.

(30:26)
Or the peak or summit by being mentally prepared for it both in their mindset but also in terms of equipment and how to deal with things like altitude sickness. And we were looking at all of these things because the rest of the market, yes they were throwing out a few blogs around it, but it was more about, okay, so this is, this is what you're doing. And the rest of them are mainly booking people onto trips. That's their service. They are providing this extra element on top of that. You're doing all of that and more so how can we productize that part of it? Now this might sound very obvious with lots of people listening. But this is, this is going to surprise you and it's also going to delight you because it's going to give you some hope that you can do something equally as groundbreaking but also very easy.

(31:22)
So we looked at it and thought, okay, so how can we productize this? Let's create a trip planner and my other half had this amazing idea of personalizing the planner, he's all into is personalization and I'm sure we're going to have him on the show at some point talking about personalization because it's something that's seriously a game changer for that business as well. But we came up with the idea of putting all of that into this trip planner with checklists, with information, preparing them mentally for every step of the way, both before and during and off the treks so that they could have a truly successful trip. We put all of that into this trip planner and we looked around who else is offering it? Guess what? No one else is. No one else is offering it. Well at the time we created it, who knows?

(32:09)
More people might have jumped on the bandwagon, but the thing is what EverTrek have done is that they have jumped on this and they have leveraged this key point of difference. They are number one, so everyone else who is now jumping on the bandwagon, I'll stop the seconds. When you're the first to do something, you're always a winner and only by the way, if you build momentum, if you leverage that, if you come up with the idea and it sits on a bit of paper or it goes on the said, if you don't blow your trumpet, if you don't put it out there in the F at the forefront of your marketing, then yes, you'll probably go unnoticed and you will be that really sad person. Like you know the people in the Guinness book of records going, well I did that first well, sorry mate, you didn't say you didn't record it, you didn't put it out there.

(33:01)
And so that's a key lesson here is that if you're going to create something as powerful as that, you've got to run with it and you've got to put your all into pushing it out there to your market and really making a big deal out of it. Because if you don't, then someone else is going to come and take that idea and run with it instead. And you don't want that to happen. So yes, you can. You know, we've copyrighted a lot of things. We've got trademarks and so and so forth, but you cannot trademark a concept. So it's, you do have to make sure that you, if you're going to use it, use it, really, really run with it. Because this trip planner is shared everywhere on social media, within the trekking circles. Everyone is so pleased to get the trip pan and they're posting pictures of that personalized planner on social media saying they're so excited to dive in.

(33:54)
It's shareable. People are talking about it. It's become that key point of difference that is easily understood and goes, okay, that's exactly why I want to work with you. To the point where we had a group of people not so long ago sacrifice their deposits that they'd paid for another company and said, okay, well we're going to say goodbye to that money cause it's nonrefundable because we want to come with you. We want to pay your deposits again and we want to come on your trip. Because of things like this trip planner, the trip planner of being, one of the key reasons why they did make that move. So it's talked about, it's shared. People love it. People know EverTrek because of this particular planner that they can get hold of because they know they're going to have a much more successful trip if they do.

(34:39)
The science behind it is the fact that they're preparing both mentally and practically mindset and getting their equipment together and so on and so forth. They have all of the substance behind the reasons to why that USP works, why that unique project. But it works. And we've, in the last eight months since actually creating that planner, we've generated over a million pounds in turnover. And that's gone from being, you know, a multi-six-figure. Absolutely. I think probably on the, on the lower end of that, if I remember rightly, but our profit has shot up through creating this unique magic bullet and pushing this at the forefront of the marketing. It's been one of the best decisions EverTrek has ever made is to do this. And you have to re innovate. You cannot rest on your laurels. And this is probably for another episode where I'll be talking about how to create point of difference that then stays.

(35:41)
But one of the biggest spoilers I'll give you on it is you've got to keep innovating. Don't rest on your laurels. You have to keep going. You have to keep improving. And re innovating that USP in order to keep it alive and well. So there we go. I hope I've inspired many of you to go and have a think about how you can start productizing and creating your own unique magic but it for your business so that you can push it to the fore front of your marketing, leverage it and create that market leading USP that's really gonna stand you apart from the rest of the saturate saturation, uh, get you more market share and more market recognition. I'm really am excited for you. As always, I want to hear from you if you've had any aha moments, any penny drop moments, please do ping me an email jen@jen-hall.com . The email address will be in the show notes as well.

(36:39)
And remember if it's something that you'd like to discuss on creating your own unique magic bullet, I helped many, many, many, many clients do exactly that, that have been extremely successful with it. So if you'd like to discuss about, around creating that together, then remember you can book a call with me via bit.ly/claritycallpodcast. The link is in the show notes. You can just go in there and book your call in straight away. I really am excited to hear from many of you who are listening and also perhaps speaking to a few of you as well. Have a fantastic day and I will see you in the next episode.