This was surprising to me.
Several years ago when my first business was experiencing rapid growth, I booked a “coffee chat” with a pretty well-known coach I'd met in a Facebook group who wanted to “pick my brain” a bit.
I was excited to get to know her better. We met on Zoom.
“Ok- Let me just cut to the chase--what I really want to know is how you sell so much,” she said.
I paused. Isn't this very visible woman, well-known-in-internet-land killing it? I see her face everywhere?
“I don't understand what you mean?” I was stumped.
“Your product descriptions, your sales pages, your captions on social media-- I just mean they are so clear, and I see so many people commenting that you've helped them so much. The sales are just not popping like that for me.”
I appreciated her vulnerability and honesty.
But here's me-- still feeling green to this whole business thing, still feeling all sorts of imposter syndrome-- a high school English teacher with a creative writing degree, dressed up and fumbling, pretending to know about business.
She continued, probably seeing the confusion on my face.
“I mean who did you hire to do all your copywriting?”
“Um… I do my writing."
“Wow. You're lucky. You're just totally in your customer's head. You're nailing it every time."
We wrapped our call a few minutes later and I slowly shut my laptop and just sat quietly turning over in my mind what just happened:
I had assumed their visibility meant they were selling a ton, just came to ME-- a teacher-turned jewelry brand owner-- for business advice on sales.
What came so easily for me (understanding my ideal client and aligning every last bit of messaging to what they wanted) didn't come so easily to others-- even others who were showing up EVERYWHERE on line. Now I had something I could teach!
I share this story with you for two reasons--
1. To remind you that there's something that you just get. Or something that comes super simply to you because of your experience, your knowledge, your education, whatever. And that is valuable to someone who wants to learn that thing. If you don't already have an offer to teach people that thing, you should.
2. And! To call it like its: The ONLY problem anyone has in their business-- NOT ENOUGH SALES.
We (us humans in business) avoid naming our business problems SALES problems because we like to complicate things.
We think our problem is branding, or our website, or our offers, or not beating the algorithm.
Why? Because if we work on these things, we can feel productive, when really, we are just procrastinating.
There's literally only one thing you need to do:
Get in front of the RIGHT people and effectively communicate how you can help them get what they want.
Get ready for a bold statement:
This one concept will solve all your business problems.
Period.End.Of.Story.
You're probably saying to yourself, “ok… easy for you, but hooooowwwwwww….”
And you might roll your eyes when I tell you this- but it all starts with getting to know your ideal client.
Intimately.
You need to get in their head.
I'm not talking about developing your target market demographics here.
None of this “I serve women ages 18-65 who want to be happier.” BLEH. NOPE. What does this even mean?!
I'm talking about the deeper psychographics (or the study of people according to their values, attitudes, aspirations) of the ideal person you are creating for.
Some gurus will say YOU are your ideal client.
They are wrong.
I think there are things about your personality that may overlap with your ideal client, but YOU wouldn't buy from you because YOU already know what you know…
So why would you pay for that?
You wouldn't.
And people who don't pay for the thing you are selling are not IDEAL.
See?
Knowing what your ideal clients want/need/desire/fear and what motivates them is how you will learn to sell ANYTHING at ANY price to ANYONE.
I hear ya… that's a massive undertaking, right? I mean big corporations spend millions upon millions in research figuring this stuff out.
Not a millionaire yet? And not sure where to start?
I can help.
For the first time ever, I'm sharing my self-study program-- In Their Head-- which was developed at the request of dozens of my coaching clients and hundreds of people who have enrolled in my programs.
I had wrongfully assumed my clients already knew this stuff simply because it came naturally to me, but Ideal Client Awareness was actually a gigantic missing puzzle piece to their success.
If you aren't selling as much as you desire, this self-study is for you.
And it's only $97.
In Their Head: The Ultimate Ideal Client Self-Study:
:: is self-paced for creative business owners, coaches, service providers and course creators who want to sell more products/services
:: contains 9 lessons + 2 bonus activities to spark reflection and creativity
:: will help you understand, once and for all, the psychology of who you are serving and how to appeal to them in a way that makes your products and services not only desirable, but NECESSARY
:: is structured in a way where each lesson builds upon the next
:: honors proven adult learning modalities (fancy brain science) so that you are encouraged to take inspired action
:: is the ultimate foundation of your business. If you sell ANYTHING this self-study will help you sell MORE.
Get ready to have so much more clarity and connection in all the ways you share your business. Your clients will be begging to work with you because it will be so plainly obvious to them EXACTLY how you can make their lives better.
I'm excited for you!