The following insight came from my podcast interview with Ryan Rhoten. I took away a ton in terms of content marketing, website design, sales pitch, and connecting with other people.
It is so crucial for brands and individuals to create a clear message. Quite simply, if your message is not clear, people will not know what you do or how you add value to the world to them, to your sphere of influence. And what happens in many cases with especially business owners, is that they gain knowledge and their knowledge level increases. It just increases as they do their thing over time. And after a while, they know their subject matter so well that they begin to think that their mind tells them a thing called the curse of knowledge. Their mind says that everybody else knows the same thing that they do. So, for example, somebody comes to you who’s down at the level where you were when you started. You’re talking in a language above them, and they don’t understand the context that got you where you are. The way we close that gap is with clarity, and you bring yourself kind of down to where they are by being super clear about what you do and how you help.
How do you use clarity to deliver a message in a way that can be received? First of all, it’s super hard to do. The simplest way to do it is to put yourself in your customers’ shoes, and you have to start asking the questions that they ask of your brand, not the questions you want to answer. It’s the difference between old-school marketing, in which you tell people about your brand, versus today’s marketing, where people want to see themselves in your brand.
The only way you can do that is to use language and bring it down to their level. You talk about the problems, the struggles, and the symptoms you know they are experiencing related to what your brand can help them solve.
The job title someone has is important. When they name themselves coaches, their audience knows that he will benefit if he uses their products and services. You are proud of your title, and you want to talk about it. But we also like to talk about things that don’t matter to prospects, such as I started my business after I left my job. That’s a great story. But most people don’t have the patience to read that today. When they first know you, they need to see whether they can fit with you and whether you can help them solve a problem.
The truth is all of our prospects, all of our customers, clients, they’re all selfish. It’s true. They’re all selfish; they come to you because they have a problem they want to solve. And they want to understand whether you can help them solve it. So, for example, I go to your website, and you’re using words like I do this, I started my business then, and here’s what we do, here’s what we offer. It’s tough for you as somebody who’s reading those words to fit into them because you’re using inward-facing language instead of outward-facing language. You have to start the conversation off, letting people know that you understand the problems and struggles they have. And then you position your message, your business, and your brand as the thing that can help them.