How to Change What You Are Known For

How to Change What You Are Known For

You’ve been in business for a while.

You’ve become known for what you do.

But what if you want to do more than that one thing, or if you want to do something entirely different?

This is where I found myself a few years ago when I decided I didn’t want to build websites anymore.

At the time I was 7 years into my business, I had high profile clients who after having a great experience with me were sending me their clients.

It was a great gig, and website production was 70% of my revenue.

I also wasn’t enjoying it. Not only was I not enjoying the work, but it was so time consuming that there was nothing left for what I really wanted to do. As a result I was unhappy and burning out (while also raising toddlers).

So it was time to change what I was known for… without alienating my audience or referral partners, and without losing revenue.

While this probably sounds much easier said than done, it honestly was totally within reach and the hardest part was dealing with the fear of transition.

Here is what I did and also the same steps I’ve guided clients through when making similar transitions:

1. Change the conversation

How did you become known for what you do? You talked about your services, your philosophy behind why you do things the way you do, you told stories about your clients and their successes, and so on. You can do all of these things and work in your new direction.

For most coaches and self-employed practitioners their “shift” isn’t a complete 180 turn into a completely different direction but something much more subtle.

For me I wanted to shift from being known for website design to being known for branding and messaging. This meant making a subtle shift in my marketing and talking about the strategy behind your website and what you need to know before you dive into a website project versus talking about the website strategy itself.

My audience was obviously still interested in web-marketing so even though I changed the conversation they were still on-board.

To use an example from another industry, let’s say you are a therapist that wants to bring in more metaphysical modalities into your practice. You would begin to introduce those modalities and tell stories about what they can do for your clients.

Changing the conversation really only takes a decision and a bit of planning, once you take the leap most of my clients are surprised at how accepting their audience is of the new message and have even more respect for their work.

2. Raise the barrier

This step isn’t for everyone but when you’re making a shift in services but aren’t ready to eliminate the work you’re known for, if you begin to raise the price of that service it will do two things for your business.

  • 1. You’ll automatically get less people buying the service, but at a higher price point which frees up time and doesn’t impact your revenue as drastically.
  • 2. You’ll open up space for your new services at the price point your clients are used to.

For me this meant unbundling my brand messaging services into their own package. Then I raised the prices of website design because now that service included branding + design which made it even more desirable, and at a price that made it worth the extra work.

What’s interesting here is that my services didn’t actually change, I had always done branding as a prelude to the website design. But now that I was talking about it differently, the perceived value of the work changed.

3. Eliminate old offers when your new ones get traction

This is important, in many cases if you eliminate the offers you’re known for right away you’re going to immediately lose revenue, but when you allow your new offers to get traction you’ll find that they will naturally begin to replace your old offers. When people are coming to you just for your new offers, you know that it’s time to let go of the old.

Even though I decided in 2016 that I was “done with websites” I didn’t discontinue them until 2017. By then I was only getting a few website projects here and there and more people were coming to me solely for brand messaging. I found partners to support my clients over the long term so I could step away with a clear conscience.

4. Rebrand

This actually isn’t the last step but I know some of you will be wondering at what point do you “rebrand” and the answer is that you’ve been rebranding all along.

Rebranding is changing what you’re known for.

In my example I was changing what I was known for over an 18 month period, and redid my website once my old services had been completely eliminated to bring closure to what was and step fully into the new direction.

Sometimes that is how it works and other times it makes sense to do the “rebrand” of your website and visual materials much sooner. When I rebranded a second time between 2018-2019 I started with the website and let that lead the change in conversation. In this case the new message just couldn’t live under the old visual identity.

The most important step in all of this is to change the conversation, you’ll become known for whatever you’re sharing as long as you’re consistent and visible. So decide what that new direction is and what you want to say with your new message, who you want to attract, and begin sharing that now.

I’m sure you’ll be pleasantly surprised at how your audience responds… and if they don’t then you know you have more work to do on your message and you’ll be thankful you didn’t abandon what was working for you in the meantime.

How I Do VIP Days

How I Do VIP Days

I had a new client sign on recently that has a really incredible offer that is making a huge impact for people–but their sales have plateaued and it seemed like it was taking more and more effort just to maintain their numbers.

Sound familiar?

Upon looking at their website, it was pretty obvious what the problem was.

Even though the design looks professional, they have beautifully done photos, a clean layout, and a well produced video–the content itself was too focused on what the product “was” and not who it was for, or what it would do for them.

In short, they lack a clear message and so their website was doing a terrible job of communicating the value of their work.

This means that all of the work they are doing to market themselves and get more clients is pretty much going to waste.

Where they WERE getting clients was from non-leveraged means like referrals and local networking, both strategies where you can have a real conversation with people and talk about their needs.

These are great strategies but after a while when you’re playing in a small pond… the leads tend to dry up.

So, how do we fix the problem?

  1. We get clear on the message and who it is for and make sure that’s clear in your marketing.
  2. We put together a marketing plan that gets that message in front of more of the right people.

I’d like to share with you what this process actually looked like incase you’re experiencing similar challenges.

We started with 2 mini VIP days which are 3 hour sessions about a week apart (I’ll explain why they were spaced out in a moment)

In the first session we worked on messaging, where we:

  • Clarified their target audience and found two really great niches that their offer is perfect for, and that compliment each other which makes marketing easy.
  • Got clear on what their offer really does plus how and why it works, then put that into simple to understand language (no small feat!)
  • Mapped out the steps clients take and made their process feel really tangible and could be used in marketing material.
  • Spent time envisioning the business model they wanted to create and planned the levels and price points that would be appropriate for their market.
  • Brainstormed topic ideas that share their message, speak to their ideal clients, and can be used to feed their marketing outlets.

Then we took a week off for them to integrate their decisions, start to feel into their new vision, and become aware of the fears and obstacles that come up so we could discuss them in our second meeting.

(This is super important because too often a plan sounds great in the moment… but after the dust settles you get worried about whether you’re making the right decisions.)

On my end, I compiled all of the pieces of their messaging into a reference document that can be used going forward as they implement their new message.

In the second session we got into planning mode and outlined what their next 6 months would look like as they shifted into clearer marketing.

We talked about:

  • A phased plan for integrating their new messaging, and shifting into their new business model and marketing.
  • How to adapt their current site to fit with the new vision (without redoing it)
  • What to do with their current clients and workshops already on the calendar so they could continue to move forward.
  • Made a concrete short-term (before website updated) and long-term (after website updated) marketing plan.
  • An easy way for them to repurpose work they were already doing and create recurring revenue without finding new clients.

After we got off the call I compiled my notes into a detailed project plan plus instructions (with screenshots and notations) for how to rework their website, incorporate their new messaging into their current marketing materials, and what to put into their opt in follow up sequence.

Now, they have everything they need to take their small niche offering into a global market. 

PLUS – Since they are also joining the Trailblazers Collaborative they will have ongoing support from me, along with the masterclass archive that walks them through most of the projects we outlined.

Based on the conservative goals we set, my estimate is that they will double their revenue by this time next year.

Would you like my help getting beyond your current plateau and bringing your business into it’s next evolution?

Click this link to book a time to talk and answer any questions you have so you can decide if this would be a good fit for you too.

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.