Need More Clients? Start with Sharper Messaging

Jason Lew
July 17, 2024

Really, messaging?!?

Isn’t that just writing a simple

headline and sub-headline?

How hard could that be?

If you’ve been in the game long enough, you know that

a compelling elevator pitch is anything but straightforward.

I had a past client who teaches breathwork.

When asked about the price difference between someone charging

$5 per session and another charging $50,000, the answer was clear:

It's not about the method (breathwork in this case)

but about the value of the solution to the client.

The value you deliver—and the price you can command—

is directly tied to the perceived importance of the problem you solve.

How you frame and position your service is everything.

So today, let's refine your messaging.

Effective messaging clearly communicates the

significant and tangible problem you solve

for your ideal client in just a few sentences.

It boils down to capturing attention.

If you can't succinctly answer

"Why are you important to me?"

… nothing else matters.

Identify Pain Points: Understand the internal and external problems your clients face. Use the external for messaging and the internal for educating. (You might need to read that twice.)
Narrow Down the External Problems: People generally seek coaching to address potential losses in money, relationships, or health.
Client-centric Messaging: Focus entirely on meeting your client's needs. Save proving your expertise or methodology for your content marketing.
Address the Pain: Don’t shy away from discussing pain points. It helps clients feel understood and validates their decision to seek help.
Simplify: The less your audience has to think about what your message means, the more effective it will be. Clarity leads to engagement.

Define the four key elements of your message:
- Who is it for?
- What problem do you solve?
- What outcome do they desire?
- What can your method avoid? (Optional)
Write variations for each element.
Combine them creatively, e.g., "I help [Who] solve [What Problem] so they can achieve [Desired Outcome] without [What to Avoid]."
Test Your Messaging: If your ideal client reacts with indifference, it’s back to the drawing board. If they’re excited, you’ve got something!

Be patient. I can’t tell you how many clients

come to me and want to rush this piece.

Everything else in your business stacks on top of this foundation.

Take the time to get it right, and you'll see

how effectively everything else aligns and flows from there.

Cheers,

PS - Want to grow your audience without relying on social? Check out the free training here.