How to turn your high-ticket message into marketing that sells
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How do you turn your high-ticket message into marketing strategies that actually make you sales? This question is at the heart of many high-ticket coaches' and consultants' struggles. In this article, I'm going to go into the key elements of transforming your message into effective marketing strategies that resonate with your audience and drive sales.
Have you ever felt stuck, despite knowing you have the skills and expertise to deliver transformational results? Many of us have been there—thinking that if we just tweak our marketing funnel or spend more on ads, success will follow. However, the real breakthrough comes from within, by refining our message and aligning it with our true purpose.
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Understand Your Audience's Problem
To create a marketing strategy that resonates, you need to deeply understand your audience’s problem from their perspective. Many coaches and consultants fall into the trap of creating vague or overly complex messages that fail to connect with their audience.
- Vague Messaging: Statements like "I help you improve your mindset" lack specificity and fail to engage potential clients.
- Overly Complex Messaging: Using jargon or technical terms that your audience may not understand can alienate them.
Early in my career, I believed success could only be found in perfecting my external marketing strategies. I focused on optimizing my webinar funnels and tweaking copy, thinking that more exposure or visibility or going viral would bring in more clients. However, my conversion rates remained stagnant, and I felt frustrated. It wasn’t until I shifted my focus inward—understanding my true message and how to convey it authentically—that I began to see real growth. This internal shift transformed my approach, leading to consistent revenue and client engagement.
I talk more about speaking to your audiences' problem effectively in this video.
Defining the Root Cause of the Problem
Understanding the root cause of your audience's problem is crucial for effective messaging. Often, your audience may not fully grasp what is holding them back, but you, as an expert, need to articulate this clearly.
- Clarify the Real Issue: Dig deeper into the problem to find the underlying cause.
- Communicate the Root Cause: Explain it in a way that resonates with your audience, making them realize the true nature of their challenge.
One of my clients, Sarah, was a life coach who advertised her services with statements like "I help you live your best life." While positive, this message was too broad to attract her ideal clients. We worked together to refine her message to address the root cause of her audience’s problems more specifically.
- Original Message: "I help you live your best life."
- Revised Message: "I help mid-career professionals overcome burnout and rediscover their passion for work through personalized stress management techniques."
By specifying her target audience and the exact problem she solves, Sarah’s messaging became more compelling and effective. Her client inquiries increased significantly, and she was able to attract more high-ticket clients who resonated with her focused approach.
Clearly Conveying Your Angle of Mastery
he Angle of Mastery involves creating a core message that highlights your unique value proposition and positions your solution as essential. This approach differentiates you from competitors and establishes you as an authority.
- Core Message: Articulate the fundamental problem you solve and the primary benefit you provide.
- Unique Value Proposition: Highlight what sets your approach apart from others.
- Urgency and Need: Create a sense of urgency, making your audience feel they need your services immediately.
One of my clients, David, was a business coach who struggled to differentiate himself in a crowded market. His messaging was generic, and he was not attracting the high-ticket clients he desired. We worked together to develop his Angle of Mastery.
- Original Message: "I help businesses grow."
- Revised Message: "I help entrepreneurs triple their revenue in six months by implementing my proprietary 3-step growth strategy, which focuses on optimizing sales funnels, enhancing client retention, and scaling operations."
By clearly articulating his unique approach and the tangible benefits it provides, David's messaging became more compelling. He started attracting clients who were specifically looking for rapid business growth and were willing to invest in his high-ticket services.
I dive into the details of how to do this in my secret podcast series 'The Need-To-Have Formula' enter your name and email below for instant access.
Bringing These Elements Together in Marketing
Once you have a clear understanding of your audience's problem, the root cause, and your Angle of Mastery, the next step is to integrate these elements into your marketing strategies. Effective marketing requires consistent messaging that resonates with your audience across various platforms and formats.
- Consistent Messaging: Ensure that your core message, the root cause of the problem, and your Angle of Mastery are present in all your marketing materials.
- Leverage Multiple Platforms: Use videos, webinars, social media posts, emails, and other formats to reach your audience.
- Engage and Nurture: Continuously engage with your audience, providing valuable content that reinforces your message and builds trust.
In my business, I use a 20-minute automated webinar that walks my audience through their problem, the root cause, and my Angle of Mastery. This consistent messaging helps potential clients understand the value I offer and why they need my services.
- Webinar Message Flow:
- Identify the Problem: "Many entrepreneurs struggle to scale their businesses despite working hard and implementing various strategies."
- Root Cause Explanation: "You don't have a marketing problem, you have a messaging problem."
- Angle of Mastery: "By leveraging your Angle of Mastery you are able to create demand for what you do."
This clear, concise approach has proven effective in converting viewers into high-ticket clients.
Some final thoughts:
Transforming your high-ticket message into effective marketing strategies involves understanding your audience’s problems, defining the root cause, clearly conveying your Angle of Mastery, and integrating these elements into your marketing efforts. By implementing these strategies, you can achieve consistent growth and engage the clients you desire.
Ready to transform your messaging? Book a free 15-minute brand message assessment with me today and start attracting the clients you deserve. Together, we’ll make your vision a reality.