Creating lasting fans & buyers with The How

Tracie: 00:00:05

Hello, everyone, Tracie here, your resident business rebel, and

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you're listening to cocktails coffee

and conversations podcast, the show that

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lets true stories and insider secrets

of digital entrepreneur life unfold.

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Our business world is growing and as

an online business coach and digital

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product creator, I believe you didn't

become an entrepreneur to grin and

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bear your way through business.

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So I'll be your guide.

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As we drop in on coaching calls.

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Have intimate sit downs with online

personalities you love and discuss

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ideas, opportunities, and strategies

circulating our online world.

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So pop in your earbuds, tap,

follow, and join me as I demystify

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this thing called business.

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Hello, hello, and welcome to cocktails,

coffee, and conversation Tracie here.

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And today, well, I'm going to

actively encourage you to show the,

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how in your sales messaging, how

many times have you been told to

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not do that or people won't buy?

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Well, I will counter ask with how

many of you have been stuck trying

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to get something started and felt

defeated before you even began.

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You see, I'm not talking about the how

that's discussed in that crappy advice,

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only give people a taste, but don't

give them too much or they won't buy

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scarcity filled BS, which yeah, you can

obviously tell I have a strong opinion on.

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No, I'm talking about the kind of how that

gives them an understanding of what your

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solution looks like in their daily life.

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Connecting the dots for

what your solution does.

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And how it works for them

to feel a gap in their life.

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You have to remember that people are

trying to live their dream and reach

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a goal they've laid out in their mind

that you have picked up on in your

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marketing and your sales messaging.

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And that's, what's brought you together.

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So they're trying to obtain a desire to

get somewhere or get away from somewhere.

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And they're looking to hire your

service, your digital products,

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your coaching to make it happen.

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But what often takes place in content

and in sales copy is people go on

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and on about what someone should do.

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But never connect how it

becomes a reality in their life.

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You know, I mean, you have a dream,

a goal, even an imagined future

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reality laid out and you're committed.

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I mean, you're in this, you even know

what you should do because there's

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a ton of advice in our world, even

if it is in listicle form, but the

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actual doing the how to the where

to start, it's, it's somehow elusive

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and often there's too many options.

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There's too many opinions out there.

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Which makes it overwhelming.

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And you know, you're, you're sat

there wondering, well, which is right.

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And can I even bother?

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You're very well aware of where you

are and where you'd like to be, but

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somehow completing the action to

get from one place to the other.

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Well, it doesn't quite connect.

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Let's, let's take healthy

living as an example.

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You want energy.

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You want to be less caffeine dependent.

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You want to feel strong and confident

and know you're doing right by your body.

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And you know, exercise and eating

whole foods and quality sleep

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that those are the big three.

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So you make a plan for each for

exercise, strength and cardio, right?

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With the quantity and the duration

for whole foods, it's grocery lists

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and time for meal prepping and sleep.

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It's blue blockers on in the afternoon in

a cool dark room and an oasis for a bed.

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And you might even think.

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Maybe it's best to start with only one of

these at a time and change in increments

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So it's not a total interruption that

is doomed to fail But then you catch

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yourself one Tuesday pacing between your

pantry and your fridge Grabbing what's

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at hand before rushing out the door for

errands after spending 10 hours straight

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Working on a project and you think back

on your day and go, wait, how, how is

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today supposed to have been healthy?

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Where was that good quality food and

where was that movement built into my day?

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Well, who am I kidding?

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This was just a typical Tuesday, you know,

you know what to do, but the how to make

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it work for your life, it doesn't fit.

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Yeah.

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Cause they're very different.

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Think about it as a difference

between theory and practicum,

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what you're supposed to do versus

how it looks in your daily life.

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But the how, and I keep using that

word, but let's, let's reframe it.

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Let's reframe it to the reality of doing.

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That's the connection that's

often missing from your messaging

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and from your buyer's minds.

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We get stuck in our own minutiae in our

daily lives and in the little bits and

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the big bits that beg for our attention.

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This is a big piece that is often

overlooked when you sell your digital

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product, your coaching, your services.

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It's thinking about the what and

the reality of doing from the

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perspective of the potential buyer.

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So if we go back to that food example,

one could tell them to have good quality

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food and movement every day, but miss

talking about the realities of a busy

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schedule or other demands on their time

or other people requiring their attention

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and solely focusing on how great it

will be to implement the quality of food

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and movement to achieve their dream.

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Buy my thing and I'll show you how.

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Only for people to do so and find the way

you tell them to implement is unrealistic

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for their individual situation.

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Oh, how often does that happen with you?

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So in your messaging, whether it's your

content, but especially in your sales

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copy, you have to help people understand

how once they have your offer, it can

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work for them or so they know the way

you guide people won't be the right fit.

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Yeah, that's just as important.

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That's a quality repel or attract

connecting what it is they want.

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With what it is you are providing, yeah?

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How does one give them the other?

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Connecting those dots so they

believe that yours is the

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best solution for their dream.

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So let's take one part of this

healthy living advice example.

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Say you're someone who teaches

people about meal prepping.

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Well, that's a concept that it's

been around for some time, and

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there's a variety of options

and tools to use free and paid.

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They've heard to make a bunch

of stuff ahead of time so it's

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easier in the moment to eat well.

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But the emotional reality of the

moment often makes pre prepping or

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more likely using what was pre prepped.

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Not a long lasting possibility.

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It's something they tried once and they

might've really liked it, but they don't

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follow through with it after three or four

days or on week two because they've gotten

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bored or they found out that they went

out a lot, a lot more than they realized.

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And the food's gone off or they found

that they overdid it the first time.

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So their experimentation is telling

them that they don't have the time,

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the energy, they drive to actually do.

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What is necessary to match the how to

advice with their current reality and

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all of these obstacles, all of these

reasons for them to stop are part of that.

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How the reality of doing the practical

nature of them trying to apply a theory.

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They're trying to fit a solution into

their life and they will keep trying new

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and different solutions until they find

one that sticks, including giving up.

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So your job is to tell them how you

teach, how, like, For you, it could

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be bit by bit or helping them to

evaluate the true nature of time and

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the true nature of their schedule.

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So they don't make too much.

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So they don't do too much.

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So they have just enough snack food,

just enough meals, just enough prepped

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in the fridge to not get bored and

how to make adjustments that fit their

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life and their family in this example.

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Right.

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And how to introduce this process

into their life instead of going all

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out and it being too much too quick.

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So they understand the basic foods

they need to prep in order to make a

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bunch of meals instead of one giant

meal they have to part out or scarf

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down and get sick of after day three.

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You're telling them all of this during

your sales messaging and daring those

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launch events where they're getting to

see what it's like to work with you.

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They have that glimpse of reality of

bringing you into their life so they can

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see it's actually possible to get their

dream and that you're the right system.

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You're the right human to do that.

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This is how you make lasting fans.

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This is how people have their, Oh, wow.

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And those aha moments.

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And that's how people are ready to

buy on day one to stick with you,

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to implement and to rave about you.

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It's not about hyping them up full of

what and why, and leaving them to find out

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the realities of doing only after they've

fallen into urgency traps and bought.

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It's about them feeling

like with you by their side.

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What they want is finally possible

and achievable in a sustainable way.

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That gives them hope and excitement

and sets them up for success.

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I hope this gives you some new ideas for

your next launch and feels a bit freeing

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as you play with the ideas of what all you

can demonstrate and show people who would

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love to be with you in your programs.

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Cause I can tell you from.

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Years of experience that loyal

clients don't come from holding

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back the how the real secret

is them thinking, Oh, now what?

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And wanting you by their

side as they discover it.

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So as always, I would love to know your

thoughts and how this lands for you.

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And until next time, be

well, and have some fun.