ERIN MARCUS LIVE: CREATING MESSAGING THAT ATTRACTS

Transcribed with Otter.ai

So today, what I have for you, is how to create messaging that attracts your ideal client. It’s more important than ever, I’ve been saying this for a while, it is more important than ever, to be able to break through the noise with your messaging, whether this means your social media messaging, whether this are presentations you’re giving, truthfully, even in your one on one conversations with people, excuse me, creating messaging, that breaks through the noise of the marketplace and sets you apart, is an absolutely crucial part, to growing your business and to growing your business a little bit more easily. Right? You, if you’ve known me for a while, you’ve heard me talk about outcome based language, outcome based language, outcome based language. And that’s absolutely true, I’m not changing that you absolutely need to learn and figure out how to talk about what you do. Because in a way that people know what they would receive, earn and get to have if they worked with you. People buy outcomes, I don’t buy processes, but I want to go further than that. I want to go way, way, way deeper on this idea. 

And so what I’ve been thinking about lately is what has to be included in your messaging to really help you cut through the noise. And this is what I’ve come up with. Your messaging needs to be consistent. Your messaging needs to be pervasive. It needs to be specific. And it needs to be beneficial. And we’re gonna go deep into each one of these, but consistent, pervasive, specific and beneficial. And again, it’s whether you’re posting on social media, whether you’re writing a blog, whether you’re giving a talk, or even whether you’re just communicating one on one, in Connect calls and sales calls. So using my business as an example, from a consistency basis, your message needs to be consistent with the rest of your brand. So for example, my logo, my company name, my persona, is pretty direct, right? It’s pretty darn direct. If I were to use fluffy language, it would feel inconsistent with the rest of my brand. If I were to use words like flow and ease and grace, it would feel inconsistent with the rest of my brand. And it’s not that I don’t believe in those things. And it’s not that I don’t want those things. But those aren’t exactly the things you think of when you think of conquering your business. And a tiger is a logo, and my general personality. Those things are all wonderful. But it would be inconsistent with the rest of my brand. So your messaging has to be consistent with the rest of what you’re doing. The other thing with consistency is saying what you say over and over and over and over and over again. And having it be consistent every time. 

So what do I mean by that? I hear I get a lot of pushback from people who when they’re telling me they don’t worry about how they’re going to introduce themselves. It’s different every time I get it. I’m very spontaneous, I score off the charts on personality profiles for being spontaneous. However, if every time you walk into a room, you introduce yourself in a completely different way. Nobody gets the chance to remember what it is that you do. They might remember that they like you. They might remember you as funny , capable, nice, you know, generous, gregarious, whatever. But they’re not going to remember what you do, because you didn’t give them a chance to remember what you do. So you want to be consistent. Not with saying the same thing every single time, but a tagline. Something about your messaging that is consistent every time you say it so that people have a chance to remember it. And I don’t mean just using a label, financial planner. If you say that every time you introduce yourself, not what I’m talking about. This is where that outcome based language comes in. What is the outcome you provide? That you can say consistently, over and over again, you might have heard me talk about helping driven entrepreneurs create in demand brands, and financial freedom in their business. I say that over and over and over again. So that people have a chance to remember what it is that I do. 

So in terms of consistency, is your messaging and the word choice consistent with all the other pieces of your brand? And are you saying things consistently enough that your message becomes one with your brand? And then the other piece of consistency, when I can say that correctly, consistency is consistency in your activity? Are you being consistent in how you show up? Are you posting regularly, and whatever regularly means to you? But regularly, I’ll give you an example. I met a woman who we really hit it off with. And we were going to trade resources and met her at an event I went to, and then we had a connect call. Great. But when I went to follow up with her, the email bounced. I don’t know why, but it just bounced. Maybe I spelled it wrong. It came back to me. So uh huh. So I went, I tried again, and it bounced, again, I’m thinking maybe something’s wrong. I went on Facebook to look her up. And she hadn’t posted in like three months. And then I went on LinkedIn to find her on LinkedIn. And it couldn’t even find her on LinkedIn. And then I went on Instagram to find her on Instagram. And she hadn’t posted in like two months. And then when I went on her website, all it had was the email that had bounced back to me. So what am I thinking? I’m thinking she’s between the time I talked to her at the time, I several days later sent the resource we agreed on that she wanted, that she went out of business. If you are not showing up consistently, these days, people think you are out of business, does it mean you have to post every single day? Not necessarily. But your social media is a credential. That is how that works right now, people meet you in real life. And then they go back to their office and they look you up on LinkedIn to make sure you’re who you said you were. So the consistency in which you show up, matters, it matters. So consistency. 

Number two is pervasive, pervasive, you have to be like everywhere, so not completely everywhere. But in order to create knowledge, like and trust, people need to become familiar with you. Can you go deep where it is that you choose to show up so that you are pervasive in that channel. So it doesn’t mean you have to be on Pinterest and Tik Tok and Facebook and Instagram and LinkedIn. But whichever channel you choose, go deep with it. Whichever channel you choose, go deep with it. If you’re going to be involved in a networking group, consistency and pervasiveness show up, get involved, go deep with it. Because staying at the surface is another thing that prevents people from really understanding who you are and what you do, and getting your message out. Business owners severely underestimate the amount of activity it takes at the top of the funnel in growing your audience, to trickle down through a client journey process and into who is your actual potential clientele. If you’re not pervasive, it just elongates how long it takes for people to get through that process. You have to be specific, you have to be so consistent, we are pervasive, you have to be specific. What do I mean by specific? I used to work with a keynote speaking coach, and I would bring my videos of my presentations to him, and we would review them. And I remember now here’s the thing, I have very thick skin and I love this guy. We had a great rep, great rapport with each other. So I was not offended by his approach to how he offered feedback. And I remember giving him this video of a 15 minute presentation that I had done. And we watched it. And what he said was 15 minutes 32 points kill me now. And I laugh because that was just the relationship we had but he wasn’t wrong. Giving everybody all the information all at once.

It just overwhelms them. It just overwhelms them. And it usually either comes from a place of insecure 30 where that’s where I was at the time where it’s oh my god, no, really, I promise I know what I’m talking about. See, here’s all my information. And then conversely, it can also come from a drive to serve, but not understanding how to serve. People cannot receive that much information from you all at once, you have to remember you’re the expert in your field, and they’re interested in it. They don’t know half of what you’re talking about. And all you’re doing is overwhelming them. So specifically, break it down into bite sized pieces. If you’ll notice, when I do these presentations, I talk about one topic. I usually use a list to help you organize what I’m talking about. And I try to go deep on just a couple of things at a time. So that you can receive the information and listen for your nugget. Right, listen for your nugget. 

So be specific, not casting a deep net instead of a wide net. And the other thing is that when you are talking about what you do with the problem that you solve, make sure that your ideal client can absolutely visualize the outcome that they receive. In the current marketplace, it is much more beneficial to be specific in how you can help somebody than a generalist and how you can help somebody. Think about that. It is more important right now, to be specific, with the exact outcome you’ll provide than a general. Yeah, I can just help you in general. Right now in our marketplace. With the noise with the economy being a little wonky. People need to know exactly what they’re going to receive from you, in order to be interested in talking to you about that. So we did consistent, pervasive specific, the last one that I think is so important right now is beneficial. Beneficial, is what you’re talking about in your message beneficial to your audience. People want tangible takeaways. Fluffy just isn’t enough, fluffy just isn’t enough, is what you’re talking about beneficial, meaning it’s relevant from a timing perspective. Think about what you do, think about the problem you solve. Think about how it fits into today’s overall marketplace, you might have realized that I’m talking about what I do a little differently than I used to. And it’s because of the specificity I need to have. And the benefit, the marketplace has changed. I’m going deeper on the topic of creating in demand brands. It used to be that’s just what I did for my top level prime private clients. But now it’s exactly what everybody needs in order to grow your business. So instead of talking about my business building incubator program, which I love dearly. We create in demand brands in that incubator, and it is what I do for my audience and my high level clients. 

So it’s what I’m bringing to the marketplace to help people understand how I can help them more specifically, and in a way that’s beneficial. Right now, what is your version of that? Look at how you talk about what you’re doing, and adjust it for what people need right now. And here’s the easy part. If you’re not exactly sure what people need right now. Just go ask them. Just go ask them, they’ll tell you. And then you’ll know how to dial in your messaging. So consistent, pervasive. Consistency, by the way, does not mean saying the same thing over and over and over and over and over again. These pieces all go together if you’re consistent, but it’s not beneficial. Not helpful. If you’re pervasive, but you’re not specific, not helpful. So with all your content with your posts, with your blogs, with your talks, what you want to make sure is the four boxes that you are checking all the time: consistency, pervasive, specific and beneficial. Take a look at what you’re talking about. Make your adjustments as needed. And it just so happens if this is peeking your interest and you’re like I need to get this a little bit more dialed in. We are starting a workshop on Monday the 20th. It’s a week long. We are an in demand brand workshop, build your in demand brand live workshop. And we will be going deeper into these topics And the other things that you need to be looking at right now, so that you can create your own in demand brand. break through the noise of the marketplace and grow your business. I will hopefully see you there