Are You Promising The Outcomes They ACTUALLY WANT?

by | Aug 17, 2021

I want to chat about the promises we make in our content and how it is directly related to how many people respond positively and raise their hand asking for more details about hiring you.

I see a fascinating pattern between coaches who get leads and clients from their posts all the time – in fact, some are making multiple six figures in their business working part-time and only using Facebook for their marketing, and those who seem to struggle with the same results.

Is it ACTUALLY possible to generate such decent income as a coach using just Facebook, without any ads? YES, 100%.

So why isn’t it happening?

Here is a thing, those who struggle to attract clients with their content usually simply confuse the outcomes that their potential clients are LOOKING FOR with what they THINK the clients are looking for.

So they position their programs and offers as a solution to the problem they THINK exists – which is entirely NOT what bothers their ideal client late at night, when the issue is so frustrating, they cannot even sleep…

For example, if I struggle with the extra weight I want to lose, I am not looking to find “food freedom”. The expression “food freedom” means nothing to me. I do not know what it may look like, and in fact, it looks different to different people because it is all a matter of perspective.

If your content promises me food freedom, I have no idea what it actually means.

If your content promises me to lose weight and hits my secret desire point explicitly, for example, “without any exercise required,” – NOW you have my attention! Because I have been struggling to lose weight, exhausting myself in the gym with zero results and your promise sounds like the best thing since sliced bread to me.

What happens when defining their outcomes is that many coaches stop on the thing that bridges where the reader is now to the desired point.

For example, a coach helping to overcome the fear of public speaking stops at promising to help gain confidence. But the outcome is not confidence. It is what’s possible to achieve if one is a confident public speaker.

The actual specific things they would do? Sign up more high ticket clients with ease?
Work less?
Travel more?
Get more recognition and success?

Does this make sense to you?

Another example: a health/nutrition coach promising to “improve my relationships with food” is not getting my attention. It is just a “nice to have” thing for me, but promise me to LOSE WEIGHT AND STAY THAT WAY – yes please!

And when I hear the HOW it is possible with your method: being fully in control of what to eat as I understand what causes specifically my body to retain water and store fat and knowing how to release it at will- this is when I am taking out my credit card and ask you where I can sign up… NOW.

Because you promised me exactly what I want. Oh yes! And that cherry on top – no exercise!
SOLD!

WHAT DO THEY ACTUALLY WANT?

This is THE question that will make or break your posts’ client attraction results.

I can help you clarify your promises and create a content plan around your offer in a way that is focused exactly on those secret frustrations and desires that you may not be triggering with your writing at the moment.

Just check out my Content To Leads private intensive or let’s discuss one of my Done-For-You Content Creation packages.

Juliette Stapleton

VISIBILITY THAT SELLS

Juliette Stapleton is a Visibility Strategist for coaches and service providers, host of the Show Up! Stand Out! podcast, and an expert on organic marketing.

She teaches how to get more & better clients online spending less time on marketing. 

Juliette has been featured in Forbes and several major business and marketing podcasts, like SocialChatter, 365Driven, Rising Tide, iHeart Radio, and Confident Live. She is an active contributor to world leading online publications, such as Entrepreneur.com Influencive, Addicted2Success, Thrive Global, Good Men Project and many more.

She lives in Tallinn, Estonia with her husband and daughter.