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How to get juicy language from your competition (without stealing)

How to get juicy language from your competition (without stealing)



Identify your competitors.

Look at what they’re doing.

Figure out what they’re NOT doing.

We’ve all heard it before; analyze your competition.

But somewhere along the line, “competition” has kind of become a dirty word in business. It implies that we need to pit ourselves against one another, fighting for the same space, in order to get ahead.

But when you believe in abundance like I do, you know there is more than enough clients to go around, and there is going to be clients that are right for you and vice versa. There is no need to compare yourself, or your business, to others out there.

However, that’s not to say you shouldn’t check out your so-called “competition” anyway.

Because looking at your competition will give you good information on how to define your own services and describe the value of what you offer, without copying or taking away from anyone else.

Let me explain.

I define competition as anything your prospects could use to solve their problem, or attempt to solve their problem … other than hiring you.

If someone could decide that they’re going to figure it out on their own, the DIY route is your competition.

So let’s do a competition analysis and use it to come up with your own juicy language. Ready?

Step 1: Make a list of 5 competitors

Think of the different ways people could get the help they need. This could be hiring someone else in your industry, going with another type of business, using an app, reading a book, taking a course, using free resources on the Internet. Basically anything a prospect could seek information and help from, rather than working with you.

Step 2: Compare and contrast

Next, go through your list and compare how the competition does things versus you. For each person or thing in your list, look at these 3 things:

  • Their philosophy: Analyze how they describe the problem potential clients face and how they run their business.
  • Their methodology: Look at how they work, how they solve the problem. You can also look at what modalities they use or how their programs are structured.
  • Their promise: What is the end result offered if clients do things they way they recommend?

For each competitor, answer these questions but most importantly, think about how you compare.

  • What are advantages and disadvantages of looking at things their way?
  • What are the advantages and disadvantages of looking things your way?
  • What objections might there be?

Step 3: Develop your own language and value proposition

From your answers, you can start to see what really makes you stand out, the different angles of your own brand and use that information to create language around it.

The goal of this exercise is to help you develop your own philosophies and come up with the language you will use to describe your business. This language will be how the right clients know they resonate with you. It will help you connect with the right clients.

I know there are more than enough clients to go around. But looking at your competitors is still useful in helping you understand where you fit in. This exercise will show you how valuable you really are, how good you are at what you do and why clients should work with you.

Be the Anomaly! How to Find & Brand Your Quirks

Be the Anomaly! How to Find & Brand Your Quirks

Humans are awesome and you have talents that you may think everyone else has, but are really unique to you. These anomalies belong in your brand!



Have you seen those videos on Facebook of people doing amazing things?

Like people who can create beautiful art out of colorful sand on a street corner.  Or those who can memorize a deck of cards in under a minute. 

The thing is that humans can do the most awe-inspiring things. We all have so much magic in us. 

Yes, you have magic too.

Everyone has some kind of talent or magic that they may not even be aware of because they think it’s “normal” but others see them as an anomaly.

Perhaps you do recognize the fact that you can do certain things really well, but you take them for granted because you think there are many others that can do the same thing.

Or on the other hand, you might think your talent or skill makes you weird and you hide it because you’re afraid you will be judged. This fear can stem from an incident that happened years ago. Maybe someone made a comment when you were a kid and you thought you needed to hide your talent in order to belong. 

But here’s the thing…. the things that come naturally, the things that you can do almost effortlessly, are what make you special. 

And if you’re hiding your talent from the rest of the world (or at the very least, not spotlighting it), you’re hiding a huge piece of yourself and your brand. You are an anomaly, and your uniqueness deserves to be discovered and displayed to the world!

This is exactly what I help people do.

I help my clients find their magic and infuse it into their brand, marketing and offers so they can make more money doing what comes naturally for them.

When people know you can do what you do, they see your magic and are drawn to it. In fact, your personal magic could mean the difference between someone hiring you or choosing to work with someone else. 

In the online space, there are so many entrepreneurs that there is bound to be someone else who offers services similar to yours. But those people are not you, they don’t have the same skills, talents, experiences, or point of view that you do. They don’t have the “something” that only you can bring into your brand.

So many of us have grown up thinking we need to fit in and stick to the status quo that we ignore the things that actually make us the most special. It’s time to own what makes you an anomaly. Bring your magic into your business and it will help you stand out to the people you are meant to serve.

Be unapologetic about your talents and bring it to the forefront of your marketing so people can know how incredible you really are.

Addictive Branding: How to Attract Awesome Clients and Keep Them Coming Back

Addictive Branding: How to Attract Awesome Clients and Keep Them Coming Back

Have you ever come across an article or read a newsletter from an industry leader that made you feel like they were speaking directly to you? Content that made you think “This is great! It’s exactly what I needed to hear right now!” or “This person totally gets me.” 

When your brand resonates and connects with prospects on a personal level, and most importantly it piques their interest, compelling them to dive deeper into what your brand is about and what it offers–then you’re on your way to an addictive brand that will keep people coming back for more.

So, how can you do this in your brand to attract more of the clients you want?

Take note that I said “clients you want” and not “every potential client in the world”. There is a type of client you want to work with, whose needs you specialize in fulfilling. These tips will work only if you identify and focus on those clients that are ideal for your services and not try to reach everyone.

The First Step: Define your brand.

You need to have a deep understanding of what your brand is about before you can effectively communicate it to others. Define it and be consistent.

Try answering these questions:

  • What is your brand message? How is it different from others in your niche?
  • What do you want to be known for in your industry?
  • Who are those ideal clients that you want to attract? What makes you uniquely suited to helping them?

Next: Create an experience for prospects that makes your brand feel personal. Like a friend they want to continue to build a relationship with.

You can start by:

Creating a Culture
The voice you use in your writing, the analogies you share, how you dress, the style of your videos or photos, all play a part in creating a culture around you brand. A culture is simply how your audience feels when they are interacting with your brand. Do they feel taken care of or do they feel motivated? Are they joining arms in a revolution or are they learning to walk more softly and listen to their inner voice? Creating a culture is all about walking your talk and unifying your audience through your personality and message.

When your business reflects your message and the values and ideals you stand for you create a completely unique experience that “your people” will keep returning to.

Developing Themes
Themes create an experience for participants making your offers memorable and unique. For example, over the years I’ve had programs like “The Brand Test Kitchen” where everyone gathered the ingredients to create their own brand recipe, I’ve also had programs like “Blog Marketology” where participants learned the science behind creating good content. Both of these themes came from subjects I am personally interested in (cooking and science). The Branding Game is themed around the idea of navigating the labyrinth of your brand to get to the very core. You don’t have to theme everything but where you do use them, play with themes that speak to your interests outside of business and you’ll have an easier time incorporating them into your offers and other aspects of your brand.

Expressing Your Personality In Other Ways
You can infuse different aspects of your personality into your brand. Your hobbies, past activities that are not necessarily related to your current business, and your other quirks can help attract people who resonate with you and your experiences. You can do this through stories that illustrate points that are relevant to your market, or even just sharing personal anecdotes in your newsletter. Each part of your personality you bring into your business creates a more intimate experience for your audience that helps them feel like they’re getting to know you and want to come back for more.

When you can harness the power of your personality and message – you will create a brand that is down-right addictive and attracts and keeps the attention of your ideal clients.

Not sure what your personality looks like in your brand, or if you have a clear message that really conveys your purpose?
Check out The Branding Game™ because these are the exact things we work on to create a memorable (and addictive) brand that glows with authenticity.

Three Ways to Attract ONLY Ideal Clients (and avoid energy suckers)

Three Ways to Attract ONLY Ideal Clients (and avoid energy suckers)

I don’t want to come across as a Debbie Downer – but we need to talk about something.

Across the industry I’m seeing too many service professionals that are working with clients that are making them unhappy because they feel like it’s a necessary evil. I mean, how can you say no to money, right?

Wrong.

Today I want to talk about why you NEED to stop working with clients that aren’t meant for you, and how you can get started working with only amazing clients from this day forward.

You’ve been there, we all have at one point or another in our businesses. You’re on a consultation call with a potential client, you’re excited because they want to work with you and then, the red flags start popping up (we’ll talk about what those are in a moment).

Even though you notice something is wrong, you ignore it either because you feel you really need a client right now, or you’re looking at your goals dutifully taped to your wall and know getting a client will help you get one step closer to achieving that magical number. Yet deep down you feel like you’re about to step into a nightmare of an engagement.

What does that nightmare look like? That depends on what you like in a client, but some of the things you might notice are:

  • When you look at your calendar and see their name on your appointment list, you don’t get excited for the day ahead.
  • You get frustrated because projects are taking much longer than you agreed to due to scope creep and/or indecision on their part.
  • You find yourself bending over backwards, doing much more than you typically do for clients because you are trying to keep them happy.

None of these things are healthy for you or your business, and none of them are necessary if you’re only working with ideal clients.

The amount of energy and stress that goes into working with non-ideal clients can take a serious toll on your health and cause you to feel burned out – which makes it even harder to attract amazing clients into your business.

The opportunity cost of having energy-sucking clients on your calendar is HUGE as well. Think about it, if you have a 3 month engagement that gets extended beyond that, without you getting paid for it, they are taking a spot of a paying client. No bueno.

Here are three things you can do instead, to ensure that you’re only working with ideal clients.

1. Keep and eye out for Red Flags.

Everyone looks for different qualities in an ideal client, so the red flags will also be different for every coach. So to figure out which ones YOU should be looking for, think back to the initial conversations you had with your not-so-perfect clients. Are there any commonalities? If you can find which actions, questions, or personality traits that give you the heebie jeebies, you can make a list and run any new prospects that are coming in through that filter.

I recently had a conversation with Sean D’Souza of Psychotactics about why his membership site has a 21 day waiting list – not because it’s “full” but because he literally makes his potential members wait three weeks before they can officially join.

Sounds crazy right? Not to Sean.

After taking a look at his most engaged members in relation to the non-ideal members that signed up and disappeared or worse, asked for a refund, he realized that a big red flag that came up over and over again was “instant gratification”. If someone wanted to get access to his membership forum just to get an answer to an immediate need, once that need was filled they’d usually leave. So he created a filter, which is the waiting list and it’s worked beautifully to weed out those non-ideal members so he can focus his attention on those that truly want to be there.

2. Also make a Green Flag list.

This is essentially just the opposite of the above, think about who some of your PERFECT clients were and also note what the intake process looked like. Sometimes we can describe our ideal client pretty easily, but the description is more of a fantasy than real-world examples of how that person actually shows up when they come to us. So write down what kinds of questions they asked, what actions they took, and anything else that you realize are qualities of the people you are meant to work with.

While it may seem that finances may be a “green flag” this isn’t usually the case – which is why I tell my clients not to focus so much on the demographics of their target market, and instead on the qualities of their ideal client. Who you attract, and whether you will enjoy the work you do has nothing to do with their financial situation.

For me, a green flag is when a prospect is clearly already marketing themselves and getting traction. To me this means that they will be able to take the work we do on their brand messaging and see results very quickly. Not to sound like a vampire or anything, but I feed on the energy of my clients and when they are having amazing wins, that gets ME excited and inspired. Someone could pay me 10x what I normally charge, and I would still be down in the dumps if we do all of this amazing work on their brand and I never get to see it come to fruition for them.

3. Realize, it’s not always the clients.

When I first started doing this exercise for myself I realized that the red flags for un-ideal engagements actually weren’t about my clients at all. They had to do with my situation and mindset at the time that they signed up. For example if I was having a bad couple of months, I realized that I had a really bad habit of overpromising because I was afraid of a prospect saying no. This meant I was committing to doing A LOT more work than I normally would, for the same price. Totally not the client’s fault, see what I mean?

Another Red Flag that may need to be addressed on your part is boundaries. Sometimes when you’re feeling drained by a client, it could just be that you haven’t set correct expectations or boundaries that allow you to do your best work. Assignments for example, if someone is never getting their work done on time and that is pushing your engagement out further than it should be, it’s up to you to make sure to set boundaries and expectations with that client so that they stay on track.

4. Make sure your messaging is attracting the right client.

Last, but certainly not least would be to make sure that your message is clear in who you want to work with. Sometimes we want to work with a particular client, yet our copy and content that we are sharing is attractive to someone totally different! This happens much more often than you think and fixing it requires some planning ahead of time. Such as getting clear on who you want to attract and what content would speak to them directly, then having an outside eye to audit your marketing and make sure it’s putting out the right message. (Hint: This is what I specialize in if you’re looking for help)

The moral of the story is, you are in control of your experience and the type of clients you attract.

If you find you’re attracting the wrong folks, then it’s time to take a good hard look at your marketing message and make sure it’s speaking to the right people. On the other hand, you also need to take a look at your own mindset and intake process to make sure that you’re setting both you and your clients up for success.

And if this at all sounds like you and you want help creating a message that only attracts ideal clients, shoot me an email and let’s talk.

The Three Stages of Brand (video)

The Three Stages of Brand (video)

Signature brands don’t just “happen” and many coaches find themselves stuck in a spiral redoing their website, rewriting their copy, or explaining what they do in a new way every single week.

In this video I share how to break that cycle and move through the 3 stages of brand in a more natural way.

If you’d like help moving up a stage (which in my experience, usually results in a huge leap in revenue) make sure you check out The Branding Game™.