Go from Invisible to Irresistible: Create Your Magnetic Brand Message - Margie Beiswanger

Website: https://signaturebrilliance.com

Linkedin: https://www.linkedin.com/in/margiebeiswanger/

00:01 Hello and welcome to our Quick Win Workshop series. Today we're diving into another essential element of your business and that is creating your magnetic brand message. Let me take a quick minute to introduce myself for those of you who are new to me. Hi, I'm Margie Weiswanger, a business coach and strategist who helps service based entrepreneurs transform their expertise into fulfilling and profitable businesses. If you're a service based entrepreneur who's tired of feeling like your business isn't fully reflecting your expertise and you're ready to build a brand that feels aligned, fulfilling and profitable, don't settle for strategies that aren't designed for you. What you need is a proven system for creating signature programs and authentic marketing that aligns with your strengths, led by a coach who's been helping entrepreneurs transform their businesses and their lives since 2012 That's exactly what I'm passionate about and it's why I'm so excited to help you craft your magnetic brand message today. 

00:53 So let's get started. What is your brand message? Your brand message is the core statement that captures who you are, what you do, and why it matters to your ideal clients. And unfortunately, there are some consequences of not having a magnetic brand message or being unclear. One of the things my clients tell me all the time is they have trouble expressing themselves. They don't know what to say or write when it comes to doing their marketing, or they're not marketing their business at all because of that. Another consequence, when you lack a clear core message, it's very difficult to get traction with your online marketing when you do it. When your audience sees your message, if they aren't sure that you're talking specifically to them or they don't know what you want them to do, the marketing you do engage in is not going to get the results you want. 

01:44 Your brand message is essential it's the foundation of all of your marketing. It's what helps you stand out in a crowded market. And when your message is magnetic, it instantly attracts the right people and makes them say, yes, that's exactly who I need. So today I want to help you create your own magnetic brand message and I'm going to walk you through my 4C framework for creating a brand message that is clear, establishes your credibility, connects deeply with your ideal clients, and inspires them to take action. 

02:16 So these four CS are clarity, credibility, connection, and conversion. Here's our goal for today, for you to create a brand message that feels authentic to you and resonates with your ideal audience, that generates confidence for both you and your audience. Let's get started with the first C clarity. And by this I mean getting crystal clear on both sides of our equation that we call who. Who you are is on one side of the equation and who your most ideal client is, is on the other side of the equation. We need clarity on both sides of this. 

02:51 The bottom line is that if you don't know what you stand for and what makes you you, how can your most ideal clients know? And if they can't clearly see you, how are they going to then be able to connect with you and want to get to know you better so that they can decide to hire you? It's essential that you have core message clarity and can express that clarity in your marketing in order to be successful. What are your top three to five values in life? Can you list them with ease? If not, take some time and do a bit of research into values identification and then write them down. 

03:22 Get to know confidently what your top values are. Write out your vision for your most ideal life and your most successful business. Have you taken time to dream about your vision and capture the essence of what makes it yours? If you haven't done this, do some research into how you can create a vision that is motivating to you and then summarize it strengths what are yours? Don't try to be like anyone or everyone else. Understand what you excel at, what you enjoy doing and what others come to you for. Research the topic of strengths if you aren't sure what yours are, there are many good assessments out there. 

03:55 Experience I invite you to gather all of your experience, even if you don't think it has anything to do with your current venture. Those experiences and the skills that you acquired make you who you are today. Start cataloguing your past experience and education. Keep adding to it. Your experience plays a role in your success and passion. What are you most energized by? What lights you up? What gets your heart racing? Know what excites you and how you want to help others. 

04:20 Be sure to identify what you are most passionate about. These are just five ways for you to start writing about who you are and get some clarity so I invite you to pause the recording. Take a few minutes write down as much as you can, as specifically as you can for each of these areas. I'll sit here and sip my coffee while you do that so hit pause and take action. Make your notes and get clear. The second part of our clarity equation is knowing who our ideal client is. And I know you've heard of this i know you've probably done this work on creating your ideal client avatar. So let me challenge you right now. 

04:57 If you've done that work, let's write it out. I've given you room on the worksheet. What do you know about them? Start with the easy stuff, the demographics. And I want to remind you here that you don't need to chart out every single demographic that you can find listed. Choose what are the relevant aspects for your business. Now let's go a bit deeper. Let's talk about the psychographics. These are the things that aren't so tangible, but they drive our decision making. For example, just like I wanted you to identify your top values. Do you know what the top three things your ideal client values most in life or business? Do you know what they prioritize? Family, career, health, freedom of time? Something else? How important is work life balance to them and what does that mean? What are their core beliefs that drive their decisions and actions? For example, do they believe in investing themselves or do they tend to hold back when it comes to them or their business? How do they feel about risk taking in business or life? What are their interests? Do you know what their hobbies are how do they like to spend their time? How about physical activities? Do they enjoy them? What type creative pursuits do they like painting or writing? What type of content do they engage in for fun or learning? Podcasts, books, online forums? Do you know about their lifestyle? How would you describe your ideal clients personality in just a few words? How do they typically approach a challenge in their life? Do you know their motivation? Their aspirations or goals? Are they motivated by financial freedom? Personal growth? Making a positive impact? What achievement would make them feel truly successful? All right, I know I've thrown a lot at you, but there is a lot to explore here. 

06:40 Can you see how if you do this work, you will have that clarity on who you are and who they are? The underpinning of your magnetic brand messaging. So again, I'm going to encourage you to pause this and spend a couple of minutes, maybe more, writing. Write what you know, find out what you don't know. Mark time on your calendar to dive deeper into this if you can't write it off the top of your head, The second C is credibility. This part of your brand message establishes why you're the right person to help your ideal clients. It's about highlighting your uniqueness. What sets you apart? What makes you the perfect choice to help them? We are answering this fundamental question, why your ideal client should trust you. 

07:23 It's your job to establish why you are the right person to help your ideal clients, and here are some ways for you to begin thinking about that credibility. Yes once again, this involves your values, your vision, your strengths, your experience, and your passion. You've already done that work. I trust that you paused and wrote those things out. When you know these things about yourself, this increases your credibility with your ideal audience. Here's another way to think about your credibility and go a little bit deeper. Your approach, what sets you apart? The way you work with clients, the way you deliver, what's your method? Anything there that is unique? Here's a way to think about that. 

08:09 Think about it in terms of me versus them. Them being someone in your field who was revered by others or considered super successful and who sets you off, right? Think about them or that situation and write about why you think your most ideal clients should work with you instead of that person. Now, this writing is not for public display it's your eyes only. So get into the nitty gritty if that helps. 

08:31 Think about some guru, top person that makes you roll your eyes and you think I could do that or I could help my clients and I would do it this way. That's a great way to identify your approach. There's another aspect, social proof. This adds to your credibility. What do others say about you and your work? What do your clients, your colleagues, close friends, your own coaches? What do they say about you that makes you trustworthy? Ask them if you don't know, look at your client testimonials. Gather this. This is part of your credibility. 

09:06 Another way is your story. The best way to build trust is through storytelling. Dig deep. Tell your own story about who you are and what makes you you. Why are you in this business what led you here? What about your past has contributed to the way you do business? If I'm your ideal client, what makes you someone I can trust? Tell me. What about your journey or your path? And you can do the same for your ideal client's story. Can you write out a story for your ideal client? What they've been through in life, where they are now, what they're looking for, what heart breaks or struggles they've had, what they hope for most in the world? Write out that story. 

09:46 All right, once again, I'm going to encourage you to pause and do some writing i'm giving you a worksheet. You don't need the worksheet you could have like pen and paper or your tablet or your laptop and type away whatever suits you but please don't move on take the time to do this. You've already established value, visions, strengths, experience, and passion for yourself. Now let's take a look at your approach, what you stand for, social proof, your story and your ideal client story. 

10:12 Write as much as you can, as specifically as you can for each of these areas. When you take your who statement, which is the work we did for the first C and clarity, and you add a credibility component that highlights what makes you unique or trustworthy, we are now building our brand message. We have two components. We know who we're serving and who we are and we know why they should trust us. So let's move on to the third C connection. Our goal here is to speak directly to the ideal client show them that we understand them where they are now, where they've been, what's so hard or scary we want to help them feel seen and understood. 

10:50 How do you demonstrate that? We've got to know what they struggle with or what it is they want relief from. Do you know what they're experiencing that they wish was different? Do you know what keeps them up at night? Do you know what they're searching for online or what they're frustrated about in their business or life? How about what they're afraid will happen if they don't solve these problems? Write about this. What desires or goals do they have that you can help them achieve we can't do everything that's not your job. 

11:21 But getting clarity includes knowing what your ideal client desires most, what their biggest priorities and dreams and goals are. This helps me know that you get me, that you don't just look at me as a problem to solve. Here's another aspect what are their pet peeves and rants what drives them crazy about this issue they have? Or because of interactions they had with others when trying to resolve things in the past? What have they tried before? What makes them feel like a failure? What words or phrases resonate with your ideal clients? Are you using them? These are ways to get that clarity on the connection piece. 

11:57 So here we are. It's time to do some writing. Pause the recording, write down as much as you can about these areas as specifically as you can. And finally, we have conversion, our fourth C this is where we emphasize the ultimate transformation or output your clients will achieve when they work with you. This is the element that drives action. We're asking ourselves to answer here what is the ultimate benefit that they desire? And I want to emphasize they desire. We have lots of desires. We have lots of things we can see are possible for our clients, but it's important that you know what they want. 

12:32 So here's how to get some clarity for this fourth C Make sure you can identify what problem is solved. If they work with you, what's the ultimate benefit? How would their life or business be different as a result? What are the consequences of not solving this issue? Can you describe what's missing from what they've tried before? Dream big on behalf of your ideal client. Explore what becomes possible for them if they weren't with you. Open yourself to the realm of positive possibility and then capture that. 

13:07 Take some time now, write down as much as you can. I'll be right here when you're ready to move on. Ultimately, what I'm talking about with these four CS is you learning to be a master translator. You combine the insights from the 4C framework to form your magnetic brand message. This creates a bridge for your client so they can see how to get from where they are to where they want to be. 

13:31 You are going to translate what you do so they understand it. Paint a picture of what it's like to work with you, using language your ideal client would understand to describe what they're experiencing now and then, what they will likely experience, what becomes possible after working with you, having their problem solved, reaching a goal they desire. Take some time, do this work it makes a difference. All right, we're going to put the four CS together into a classic branding message or marketing message. And that is I help and you put in who you help, who struggle with, and you put the problem in through this approach so they know how you help so that they can, which is the goal or outcome they desire. 

14:11 Let me give you a quick example to make sure we're all on the same page. This is classic brand messaging virtual assistant i help overwhelmed entrepreneurs streamline their everyday tasks through my virtual assistant services so they can focus on growing their business. And what I would like you to do is write at least five complete versions of your classic brand statement using your notes from the four CS Go ahead and pause the recording and take some time to do that because we are going to up level these. Start here. Don't skip this step. 

14:40 All right, it's time to be a master translator on a whole other level. Let's upgrade that classic statement into a magnetic brand message. This time, we're going to start with the ideal client instead of ourselves. We're going to start with their ultimate outcome, what it is they want. Then we're going to identify what the problem is or what's missing. We're going to reassure them not to worry or whatever it is you want them not to do, because you've got them. 

15:04 What they need is you, what you have to offer. So let's do it. Here's the classic VA statement, and here it is upgraded a magnetic brand message. If you are an overwhelmed entrepreneur who dreams of spending more time growing your business, but you're drowning in email tasks and to do lists, don't let busy work stall your success. What you need is a trusted, experienced virtual assistant who can streamline your operations, clear your plate, and give you back your freedom. Let's get you out of overwhelm and into momentum. 

15:31 Book your free consult today let me give you 2 more examples and then I'll let you do some writing. This would be for a content creator i create engaging content for small businesses so they can increase their online visibility and attract more customers. And here is a magnetic brand message. If you're a small business owner who wants to increase your online visibility but struggles with creating engaging content, don't worry. What's missing is a professionally designed content strategy backed by my expertise in helping businesses like yours captivate their audience. Here's another example for a financial planner. 

16:02 I guide individuals in creating a personalized financial plan so they can achieve financial freedom and security. If you're someone who dreams of financial freedom and security but struggles with staying within your budget, don't worry. What you need is expert guidance from a financial advisor with a proven track record of helping individuals like you create a financial plan and budget that works so you can achieve long term financial security and independence. It's your turn i've given you a full page in the worksheet to practice writing this out and that's one reason I wanted you to write at least 5 classic statements. 

16:34 I would love for you to take those now and up level them. Turn them into magnetic brand messages. Take as much time as you need. This is what you're here for. Let's write out at least one complete version of what could be your magnetic brand message using your notes from the four CS and your signature statements. I will be right here when you're done and I have more examples at the end of this presentation, so watch for those slides at the end. 

17:00 Remember this, a confused audience never buys. Your message must be specific and straightforward. And the only way to get that specific, straightforward, super magnetic messaging is to practice. You've got to practice, clarifying refining and gaining confidence in your core message. Here's your call to action. I want you to start using your completed brand message everywhere. And if you need to label your brand message as a draft to make it easier, great, do that. You can use this anywhere and everywhere. Mission statement, elevator speech or your thirty second intro. A tagline or motto on your website or your newsletter or your podcast, blog posts or articles, Your bio, your website, your email signature social media profiles. 

17:44 Play around, practice using it. Congratulations, you did it. You've created your magnetic brand message. This is the foundation of your marketing it's that essential. It's what helps you stand out in a crowded market and it will instantly be attractive to the right people. If you'd like more personalized guidance or are feeling stuck, I invite you to schedule a free Clarity in Action call with me. 

18:06 This is not a consultation to work together this is not a thinly veiled sales pitch it truly is time for you and I on Zoom. I can give you feedback on your brand message if that feels good, I can help you refine it. Whatever you would like to do, I would love to help you get that clarity and move forward. I also want to thank you for being here today. I can't wait to see how your magnetic brand message helps connect with your ideal audience and converts them into loyal aid clients.