Jan. 29, 2021

Episode 14: What the Spice Girls have to do with marketing

Episode 14: What the Spice Girls have to do with marketing

Do you know what your ideal client wants, what they really really want? When you get clear on the results your ideal client is truly craving, you can finally nail your offer’s promise. On today’s episode, I am going to share how to figure out what your ideal client really really wants so you can deliver!


Do you know what your ideal client wants, what they really really want?

When you get clear on the results your ideal client is truly craving, you can finally nail your offer’s promise.

On today’s episode, I am going to share how to figure out what your ideal client really really wants so you can deliver!

BY THE TIME YOU FINISH LISTENING, YOU’LL DISCOVER:

  • The difference between selling them what they want and giving them what they need
  • How marketing to the symptom is so much stronger than marketing your cure
  • Why your current messaging isn’t connecting to your ideal clients
  • The simple steps to discover what your ideal clients really really want.

The doors to my program, The Offer Fix, are opening soon! Make sure to get on the waitlist to be the first to join! Go to www.jessoconnell.com/waitlist to register!

Check out the shownotes so you can get access to bonus materials and related blogs and videos!! www.thelaunchfixpodcast.com/spice-girls-marketing/

When you finish listening, I'd love to hear what you think! Take a screenshot of you listening on your device, share it to your Instagram stories and tag me, @jess.oconnell_ ! Or join us in the Facebook group to share your takeaways! 

Or slide into my DMs, I’d love to hear what your biggest takeaways are! 


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Transcript

Want to know what the Spice Girls have to do with your online course launch? Stay tuned. I'm Jess. After launching dozens of courses and generating multiple six figures in Revenue Online, I have learned the right and wrong way to launch an online course. And in the last two years, I have helped my friends and clients generate more revenue with less stress using my aligned Launch Formula. On this podcast, I'm sharing with you my simple strategies and systems so you can make more money online and make a bigger impact on the world. Keep listening for the launch fix podcast. Hello, hello, and welcome back to the launch fix podcast. My name is Jess and I am your host. And this week, we are doing a special five day audit offer workshop where I am really helping you dig into the five different things that your offers need in order to convert your ideal clients. So today I am talking all about one of my favorite topics, which is your promise. And that is really getting clear on what your ideal client really, really wants, which is where the Spice Girls come in.

Because they tell you what they want what they really, really want. And that's how you can get even more clarity on the promise of your offer. So if you want to learn how to sell your ideal clients what they really, really want, and stop trying to sell them more modules and more workbooks, definitely check out the rest of today's episode. Hello, welcome to day four of the offer audit workshop. Again, my name is Jess, it's been just since the beginning. But I'm super excited to chat with you guys today. All about your promise. So in case this is your first one hopping on, my name is Jess, I am the host of the launch fix podcast. I'm the creator of the aligned Launch Formula. And I am so excited to chat with you guys today. In case you missed it yesterday, we talked all about the package around your offer.

And the three things that your package should have to get more people off of the fence. One of the biggest things that your package does is it removes the obstacles and the objections that your ideal clients are having. So if you're getting a lot of objections, make sure to go back and watch that video and see the three things that you can add to your offer that will help remove those and help get more people to say yes, or at least get off the fence. And in case you didn't know you can watch the replays at Jess O'Connell dot com slash replied, awesome. So today, we are talking about one of my favorite themes. And that is your promise. Your promise is just like what the Spice Girls say, which is my head's in the title of this video. You want them to tell you what they want, what they really, really want. And when they tell you that and when you can start to understand what your ideal client really, really wants.

That's when you can start to market your program in a way that speaks to a deeper desire and connect past their objections to their subconscious wants. So I'm going to talk about how to do this today and how to really formulate the perfect promise for your offer. So that you can really speak to people at that level. So the thing is, and you may have saw this message on my Facebook ads, if that's how you got here. Nobody wants your course. And I don't mean that in a mean way. But your ideal client is not out there searching for videos to watch or workbooks, workbooks to work through. They want what your course gets them. And when you focus on just what your course is like what's in the box. It's six videos. It's five modules. There's a bunch of workbooks, right? When you focus on that which I see so many people doing focusing on what comes in the box. You are really speaking to people at a level that falls flat because that's not what they're looking for.

They really could care less how many videos come in the box, right? What they really, really want is what that course will get them what they want on the other side of that. And so they are not interested in just buying more videos and more workbooks, right? That's not what they want. They are interested in what those videos and workbooks get them. So the same thing is true with your course. What does it get them? That is your promise. And we're going to dig more into that today. Your promise is the reason why people are actually purchasing from you not because you give them more videos and fancier workbooks, but because your course promises a certain outcome. Either a solution to their problem, or a certain experience if you have an experience based program, or mastery of a certain skill, or something else, but there is something that your course gets them.

And that's what they're interested in. And when you're marketing your course, in just marketing, your course, and what comes in the box, that will fall flat for most people, some people need to know that information. And I do think that it's valuable to put it on the sales page, so that people have an idea of what the container of that program looks like. But at the end of the day, nobody is like sweet 136 videos. Yes, that's what I always wanted, right? Because that's not what they're buying. And I see so many different companies using this kind of marketing. I mean, can you imagine if Netflix was like, we have 750,000 videos, yay, no great Netflix markets, what Netflix gets you, which is entertainment, value, the shows that you want to watch, right? They don't tell you how many videos are in the box, right? Because that's not what you're buying for. You're buying because of what it gets you. And so you should be selling your program in the same way.

People don't make decisions from features, they make decisions from outcomes. And when you can stop worrying about the features and start selling the outcomes. That's when you're going to connect in your ideal clients brain, that your program is the right answer for them. If you were to ask somebody, if they could either take your course to learn how to make a million dollars, or they could take a pill that would program their brain to know how to make a million dollars, which one would they choose? Nobody's choosing the course, right? They just want the outcome, they want the information. And everybody is going to choose the outcome over the process that takes to get that outcome any day. So instead of trying to sell them on why your videos are the best videos, start to try to sell them on how you get them the best outcome. And that's going to completely change the game in your marketing.

So this is important for a lot of reasons, right? You're really pushing against the grain and like swimming upstream, trying to market your program for the features, trying to really make it clear that the features are what they really want. But instead, if you can start to talk about the outcome, and speak to what they really, really want, that's when you're going to start to connect with them on a much deeper level. So when you get clear on your promise, your offer will not only speak to them on that deeper, subconscious level, it will rise above any other alternatives, because you're inside their head. And they're going to feel like oh my God, this person understands me, they get it. And that's really important. When you're speaking to their deeper desires, you're speaking to what they really, really want.

So, mastering this and really figuring out your promise and getting clarity on it will not only improve your messaging as a whole, but it will also help you connect to why they want to buy your program in the first place. And so not only will this improve your sales page and your launch, but a little improve your content, it'll improve how you're attracting people into your funnel. And it will improve your messaging as a whole because you have a deeper understanding of what they truly desire and what is really causing them to say yes or no to purchasing your program. It will also lead to less objections, and more conversions. And clients who get even better results. Because they, you have that deeper understanding of what they really, really want. And so instead of just scratching the surface of what they desire, you can really dig deep into what they truly want. So your promise is not the promise of an outcome. And this is something that I hear from my clients when I tell them about this. Some of them get a little bit squirrely because they don't want to promise results.

But at the end of the day, you're not promising them results, you are promising them that you're going to teach them how to get those results. There is a level of personal responsibility in the contract that you make with your clients. And if you're afraid to put yourself out there and say that you help people do something because you're afraid of making promises that you can't keep you are trying to take on that responsibility for them. If you're also somebody who is like, I'm not successful because my clients aren't successful, you're also removed taking their personal power away from them. There is that level of personal responsibility where your client has to show up, they have to do the work. They have responsibility in getting themselves the results that they want. If you're creating an atmosphere where they're not taking on that personal responsibility, having clear messaging is going to help you improve that. So your personal trainer can teach you how to do push ups, but they can't do the push ups for you. And that's the exact same thing with your program.

So you can teach them how to get the results that they want. But you cannot promise certain outcomes because you cannot do the work for them. Unless, of course, like your offer is a done for you service. But even then, like, you can't guarantee results. And that's okay, you can guarantee that you will help people achieve results, and that you'll teach them how to do it that there is a level of personal responsibility. So your promise is not the promise of a specific outcome, it is the promise of what that outcome will get them. And that's really what speaks to that deeper subconscious desire. So when you're clear on the promise of your program, you can market it much more effectively. Instead of saying my program has quite a keepsake network funny, my program has five modules in 15 workbooks that will help you launch your business, you can then say my program will give you the tools to lay out a plan to launch your business, the skills to get you out of your own way, and will help you finally get your idea into the world.

So you can make the impact you desire and start bringing in a new stream of income. Doesn't that sound more impactful? Doesn't that sound like what they really, really want? Right? your ideal client doesn't really, really want five modules and 15 workbooks to launch their business? What would launching that business? Get them? What do they want from that outcome? What they really, really want in this example, is to make an impact and bring in more revenue. And you could even go further with your messaging and ask what does that get them more impact brings them satisfaction or significance. And more income brings them freedom, insecurity. And when you can start to understand those deeper themes, you can start to speak on that deeper level, about what your program will help them achieve. And the easiest way to figure out what your ideal client really really wants is to ask them. And I know that sounds really simple, but it gets to be that simple.

And in my program, the offer fix, I break down three different ways that I get this information from my ideal clients. And the most powerful part of this process is that you can then take their exact words, and use it in your sales copy, which makes them feel seen and heard and understood on a deeper level. They like your program will truly help them get what they really, really want. So this is really huge, because so many people are marketing the surface level, that when you step it up, and you start to market to what they really, really want and the promise that your program will get them. That's when you can rise above the alternatives and other people who are helping people with similar problems. And show them why you're different because your marketing and your copy can speak to them in a deeper level and in a different way. So we have a few questions. As always, this one was a little bit quicker than the other ones. But I'm always down for a quick one.

So let's dig into your promise. So answer these three questions in the group to get some feedback on yours. The first one is what is the desired outcome of your offer? Why are they buying it? What do they want from it? What is that desired outcome that they want? The second one is, what does that get them on a deeper level? So thinking about the desired outcome? And then what does that get them on a deeper level? And this may take some thinking, and it may take some talking it out. But really start to think like, okay, the desired outcome of my program is to launch their program. Well, what does that get them? Well, it gets them in achievement, it gets them a like revenue, it gets them impact, right? They get their message out there, etc.

And so start to get deeper into what does that really get them? And then the third question is, what does your ideal client really, really want? And this is a question that I asked my clients all the time when we're working on their messaging, and they're like, Alright, I'm gonna teach them how to do this. And I'm like, okay, but what do they really, really want? And they're like, well, they want this they want more time. They want more freedom, whatever it is, right? And so really digging that layer deeper. What does your ideal client really, really want? And if you were to ask them, what would they say? When you can start to get clarity on that, that's when you can start marketing in a much better way. So make sure to share them in the group, so that I can get you some feedback on those. And by the way, I have a super exciting announcement tomorrow. And the doors to the offer fix are opening really soon.

So the offer fixes my program where I go through the five things that I'm teaching you this week, and really give you like the steps and how to of how to fix your offer, and how to create even stronger things in all of these five areas. So if you're watching this, and you're like, Oh my God, this has been amazing. But you want to know the How to and you want to work with me to really perfect your offer. So you can really get more conversions and get it in front of more people. That's what I teach in the offer fix and the doors are opening really really soon. And if you want to be the first to find out and learn how you can get the program for free, you want to be on the waitlist, the waitlist is that Jess O'Connell comm slash waitlist super complicated, I know. Or if you go to the replay page, there's a link to it there as well. But when you get on the waitlist, you will be the first one to find out when the doors open, as well as learn how you can get the program for free, which I'm super excited about. 

So tomorrow, I'm also going to be sharing one of my favorite topics ever. And that is the price. And I think about price a lot differently than anyone else that I've talked to you in this industry. So I'm really excited to talk about it with you, and help you figure out if your price is right, and how to find your perfect price if it's not. So thank you so much for joining us today. And I cannot wait to chat with you tomorrow. See you then. Thank you so much for listening to today's episode of the launch fix podcast. By the way, if you love today's episode, make sure to leave a five star rating and review. It means so much to me and it really does help the podcast get seen on iTunes. So if you are on iTunes, I appreciate it so much. And I appreciate your feedback. So thank you so much for listening and I will see you in my next episode.