THIS type of message attracts weekly high-ticket clients for us
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When I started my online business back in 2016, I wasn't sure about what was required to generate consistent sales for my high-ticket offer. I knew that I needed to have a type of message and marketing strategy that would resonate with the right people, but I jumped straight into marketing tactics and systems to bring in more leads.
What I didn't realize at the time is that what's truly needed to generate more sales is something deeper. It's a message that is able to cut through the noise and speak to THE right audience.
I call this your Breakthrough Brand Message - and I'm going to walk you through what's needed to make this work.
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Defining Your Personal Brand
The journey to building a breakthrough brand starts with understanding who you are as a personal brand. In today's world, your brand isn't just a logo or a catchy slogan—it's a reflection of your values, beliefs, and the unique way you view the world. Your brand is the essence of who you are and what you stand for, and it's this authenticity that attracts high-ticket clients.
Identify Your Core Values
Begin by identifying your core values. These are the principles that guide your actions and decisions, both in your business and personal life. For instance, my brand is built around the value of freedom, specifically the freedom to be present with my family. This core value attracts clients who resonate with a similar desire for balance and presence in their lives.
Examples of Core Values:
- Integrity: Being honest and having strong moral principles.
- Empathy: Understanding and sharing the feelings of others.
- Innovation: Being open to new ideas and willing to think outside the box.
- Growth: Continuously seeking personal and professional development.
What I have come to realize is that the more that we're able to incorporate these values into our message, the more that people are able to connect with who we are as well.
Tell Your Authentic Story
Your personal story is a powerful tool for connecting with your audience. Share the experiences and challenges that have shaped who you are today. This not only humanizes your brand but also makes it relatable. For example, I often share my journey of balancing a successful coaching business with being a present mother to my three daughters. This resonates with clients who value family and work-life balance.
Showcase Your Unique Perspective
What sets you apart from other coaches and consultants is your unique perspective. This is shaped by your experiences, knowledge, and the way you see the world. Highlighting this perspective in your messaging helps differentiate your brand and attracts clients who align with your vision.
One way to do this is to create Thought Leadership Content where you are sharing your insights and unique perspectives on the problem you solve.
Speaking to Buyers
Understanding your audience goes beyond the standard client avatar exercises. It's about truly grasping the nuances that differentiate "thinkers" from "doers"—those who merely ponder their problems and those who take decisive action. Our approach focuses on speaking directly to doers, the ones who are ready to invest in solutions and take steps towards transformation.
Distinguishing Between Thinkers and Doers
Thinkers are those who recognize their problems but remain in a perpetual state of contemplation. Doers, on the other hand, are proactive and ready to invest in solutions. They are the high-ticket clients you want to attract.
I talk more about these types of audiences here
Characteristics of Thinkers vs. Doers:
- Thinkers: Analyze and overthink, hesitate to make decisions, often seek more information without taking action.
- Doers: Take decisive action, invest in solutions, value time and results over endless contemplation.
Understanding Buyer Psychology
To speak effectively to doers, you need to understand the psychology behind their decision-making. Doers are motivated by clear, actionable solutions that promise tangible results. They are looking for coaches who can offer them a direct path to success. Your messaging should be tailored to address the specific needs and desires of doers. This means being direct, authoritative, and solution-oriented. Share content that speaks to their challenges and offers actionable insights.
Steps to Refine Your Audience Messaging
- Identify Problem Points: Understand the specific challenges your audience faces and address them directly.
- Use Action-Oriented Language: Speak in a way that encourages immediate action.
- Highlight Success Stories: Share testimonials and case studies that demonstrate tangible results.
- Engage in Active Listening: Pay attention to feedback and adjust your messaging based on what resonates with your audience.
- Offer Clear Solutions: Provide straightforward, actionable solutions to your audience's problems.
Example of Action-Oriented Messaging:
- Before: "Are you struggling with finding clients?"
- After: "Join our program today and start enrolling high-ticket clients by next week."
I go into much more detail on how to speak to buyers in the 20-minute video below. Enter your name and email to get immediate access to it.
Uncovering Your Angle of Mastery
Your Angle of Mastery should be supported by three core pieces that make it compelling and relatable. These pieces help you communicate your message clearly and effectively across all platforms.
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Big Idea: This is the overarching concept that encapsulates your message. It should be bold, memorable, and inspiring.
- Example: "Empowering entrepreneurs to build value-driven businesses."
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Supporting Beliefs: These are the core principles that underpin your big idea. They provide a foundation for your message and make it relatable.
- Example: "Success is not just about profit; it's about making a meaningful impact."
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Practical Framework: This is the actionable part of your angle of mastery. It outlines the steps or strategies you use to help clients achieve the transformation you promise.
- Example: "Our three-step process: Clarify your vision, align your actions, and amplify your impact."
Proving Your Angle of Mastery
It’s crucial to back up your angle of mastery with proof. This can come in the form of testimonials, case studies, or personal anecdotes that demonstrate the effectiveness of your approach.
Ways to Prove Your Angle of Mastery:
- Client Testimonials: Share success stories from clients who have experienced transformation through your coaching.
- Case Studies: Provide detailed examples of how your methods have worked in real-life scenarios.
- Personal Success: Share your own journey and how your angle of mastery has shaped your success.
Refining Your Offer and Embracing Identity Work
Once you have clarity on your values, message, audience, and angle of mastery, it's time to refine your offer. Whether you're just starting out or already generating substantial revenue, there's always room for improvement. By incorporating frameworks and systems that align with your messaging, you can elevate your offer to meet the urgent needs of your audience.
Elevate Your Offer
Refining your offer means going beyond the basics to create something that your audience feels they absolutely need. This involves making your offer irresistible by highlighting its unique benefits and the specific results it provides. It's about presenting your offer in a way that aligns perfectly with your angle of mastery and the desires of your high-ticket clients.
Steps to Elevate Your Offer:
- Clarify the Transformation: Clearly articulate the transformation your clients will experience by working with you.
- Example: "In just 90 days, you'll go from feeling overwhelmed and stuck to confidently enrolling high-ticket clients every week."
- Highlight Unique Benefits: Emphasize what sets your offer apart from others in the market.
- Example: "Our program integrates personal branding, messaging, and identity work to ensure you're not just attracting clients, but the right clients."
- Use Persuasive Language: Craft compelling copy that speaks directly to the pain points and desires of your audience.
- Example: "Imagine waking up to a calendar full of ideal clients who are excited to work with you and pay your worth."
Incorporating Frameworks and Systems
To make your offer even more compelling, incorporate clear frameworks and systems that demonstrate a proven path to success. These frameworks provide structure and clarity, helping your clients see the value and predictability of your methods.
Components of an Effective Framework:
- Step-by-Step Process: Break down your approach into clear, actionable steps.
- Visual Aids: Use diagrams, charts, or infographics to illustrate your process.
- Success Metrics: Define specific milestones and outcomes clients can expect.
Embracing Identity Work
Central to refining your offer is the deep identity work that supports your transformation into an unwavering leader. Authenticity and unwavering certainty are key to attracting clients who are willing to invest in high-ticket services. People buy from leaders who embody their message with confidence and integrity.
Refining your offer and embracing identity work are critical steps in building a breakthrough brand. By clearly articulating the transformation you provide, highlighting unique benefits, and integrating effective frameworks, you create an irresistible offer that attracts high-ticket clients. Together with deep identity work, you position yourself as a confident, authentic leader in your field.
Some final thoughts:
