The Messaging Gap That’s Costing You Clients—And How to Close It - Megan Kachigan

Website: www.megankachigan.com

Instagram: www.instagram.com/megankachigan

Podcast: www.megankachigan.com/podcast

00:01 Hello, this training is on the messaging gap that is costing you clients and how to fix it so that you can have loyal lifelong fans in three simple steps. So the heart of your business and your mission, the whole point, the whole reason why behind you doing this, it is expressed through your message. This is what turns casual lurkers into loyal clients who cannot wait to work with you so that you have a wait list, a line out the door, so to speak. But first, I'm going to tell you a little bit about who I am and why I am qualified to be teaching you this.  

00:36 First thing is, I am a Values First marketer i'm a messaging strategist, copywriter and podcaster, host of the Values First Marketing podcast. I've supported a number of 6 multi six and seven figure clients as well as Done with You support for those who are still building towards those goals i've been featured on a number of podcasts, worked with some really awesome clients, and my philosophy is that I combine marketing strategy, buyer psychology, and industry expertise to craft these aligned data-driven strategies that increase the conversions. And the whole point of this is that so you can actually stay in your zone of genius and serve more of your dream clients.  

01:22 So I know I hear all the time, it takes way too much time to write emails to your list, create reels, publish podcast episodes, do create all the content only to wonder, is this like, and is anyone out there, is anyone actually connecting with what I'm saying i'm sick of spending all of this time just to hear crickets. So by the end of our time together, you'll have three simple, actionable steps to create bingeable content so that your ideal client will be thinking she gets me, this is it and sticking with you for the long term as your client.  

01:56 This is not any icky salesy bro marketing FOMO scarcity kind of hacks that is not what you'll find here, but really the long term growth that is actually going to feel good for you as a person and it's actually more powerful than those other strategies for the long term as well. So let's simplify your marketing in these three key areas that will truly make all of the difference. One is the one thing that you need to do to have your audience feel deeply connected to you and hungry for every email and every episode to drop or however it is that you are putting out content.  

02:38 Second, excuse me is the key to creating unforgettable episodes and content that stand out from the sea of samesies in a saturated market. I hear so many of you say I just sound like all the other coaches or practitioners or service providers, you name it out there. And how do I make myself sound different well, we're really going to get into the keys of how to do it and especially the one that no one else is talking about. All right and then the third thing is what makes your audience have a no brainer full body oh my gosh, yes, to what you have to offer.  

03:15 That is the kind of response we want to elicit with everything that you put out there. So let's get right into it solution number one, I love this gift is to clarify your core promise. So many times we're throwing out spaghetti on the wall with so many different things, but that is confusing your audience and that makes them second guess what you offer and so they just move on because they don't have the time, the brain space to sit there and figure it out.  

03:42 We have to like, serve it to them on a gold platter and make it so obvious because again, remember, people are scrolling so they're not like sitting down there studying it like academically, we have to make it so easy because everyone is so busy and just the screens that we're reading this on, everyone is distracted it is designed to be that way so we really have to capture their attention. Ok, so how do we fix this? Oh my gosh, I'm out of order here we're going to roll with it.  

04:13 Ok, so how do we fix this is you need to focus on a clear promise that highlights the benefits, not just the features. And I know we hear that a lot, but I'm going to add on one more thing to that, which you'll see in the examples in a in a second. So really asking yourself, what is the big transformation that my audience will experience? And I know coming off of figuring out your offer, how many calls is it a course is it a all the different features of it.  

04:39 It's tempting to then just put that in your marketing. Where is that is not necessarily what we want to lead with we want to lead with the transformation, painting the picture of what their life can and will be like afterwards, making that the star of the show. So you want to paint the picture of the outcome they expect keep it simple, keep it compelling. Stories are a great way to do this.  

05:05 So let's bring it into an example because that is always the most helpful to make it super tangible. Ok, so feature focused copy would be like you get access to 10 coaching sessions or I'm selling my Voxer group. No one cares that it's a Voxer group necessarily. First they need to care about what is the benefit that they're going to get from it. So a better way to say that would be you'll gain the clarity and confidence to book more clients and scale your business with ease. So I would say most copywriters would stop there, but to bring the values first marketing approach into it, it would be to say gain the clarity and confidence to grow your business in a way that feels sustainable and true, true to who you are so there's a value in there.  

05:50 So booking clients and scaling becomes a natural result, not a constant hustle. So you see how I'm speaking to their beliefs and their values in there, They value likely rest. So we're speaking to not a constant hustle, we're speaking to sustainability. So they're not doing this at all costs so it is speaking to a certain type of person that we want to bring in by speaking to their values.  

06:15 Ok, so this gift makes me laugh because so many of us out there can feel like, you know, that's what we're doing and it doesn't work. So another example would be instead of saying I help moms turn their podcast into profit machines that grow their business, like that's not terrible, but if we put more values in there, we can say I help moms monetize their podcast by building a community that deepens trust and grows a business that lasts. So again, you can see we're implementing more values in there. There's a community, there's a trust, not just growing a business, but growing one that lasts.  

06:52 So there's a few other things that we're adding in there, and it's not too many more words either.  

06:59 So a check that you can ask yourself is, does this message answer my audience's biggest question? What's in it for me? And if not, go back and refine your promise so it's so easy to get stuck in our own heads, and especially with imposter syndrome. But the best thing to both overcome imposter syndrome and become a better copywriter and a better marketer is to not make it about yourself.  

07:21 You're telling stories about you, but they're not really about you it's because it's going to have an effect on that other person it's going to inspire them it's going to motivate them. Hopefully you'll make them think twice before they, you know, make a mistake that you made. But it's really about that other person. Ok. And that is my second one is, does this include my values? Because you're right fit clients are going to resonate with what you stand for.  

07:46 And as your visibility grows as a business owner, more people are having eyes on you you're getting on more podcasts maybe you're starting your own. It can be scary, but it makes it less scary when you know what you stand for. And if someone disagrees with you, maybe you're like, hey, this is this is actually the hill I'm willing to die on. Or you're actually no, even if someone disagrees, you're like, no, this is still what I stand for.  

08:16 And that is going to help so much strengthening your message and having your mess knowing that when you know that, that is when you know that your message is like you're getting there, like you're nailing it. Ok, So what is the number one result that your clients achieve with your help? Take a moment to write it down because I don't want this to just be a nice, you know, present summit presentation that then you just move on with your life and you don't actually do anything about it. So, you know, do voice to text on your phone if you're on a walk or if you're driving, take a moment to jot down some ideas based on the examples that we just talked about what would that look like for you in your context?  

09:04 And if you're like, I don't know, I have some resources at the end of this presentation that will totally help you out. Ok, so pause this if you need to, but I'm going to move on for those of us who are ready, and you can resume and press play once you have this written down for yourself. Ok, so solution number two I'm going to give to you is to speak to one person, not everyone. Your ideal client needs to feel like you understand them. They need to know that their struggles, their desires, their dreams, all of the things they need to know that you've been there before, you've worked with people just like them, and that you understand the very specific nuances of what they're going through.  

09:42 Because if they don't feel seen, they're just going to scroll right on past. Especially in this current attention economy, not just the political and the monetary economy of things that are going on out there, but.  

09:59 They need to know like the trust economy is so big and they're just at all time lows and we need to do everything that we can to say, hey, I know you've been burned before. Here's why this time is different. Ok, so bright, as if you were speaking to just one person. Picture that dream client in mind when you write. So maybe it's like an actual client that you've had in the past and you want more people just like them, have them in mind as you're writing.  

10:29 Maybe it's kind of like this amalgamation of a bunch of different clients and a bunch of different qualities they have and if you could smush them into one person and talk to that ideal client, that would be a great person to have in mind as you're writing. I think a common thing that happens here is that people want to, well, I could help this person and I could help that person and it really applies to all of these different types of people.  

10:50 And that is probably true and not the best way to have it convert because if it could kind of work for everyone, everyone's like, well, it could kind of be me, but like, I want to know that it's me exactly. And so to know that to understand it kind of goes back to solution one of like to know that you understand the nuances that I'm looking for, you need to speak to that one person very specifically.  

11:20 Ok, so here's an example. Let's get tangible here. So generic copy would be this program is for anyone who wants to grow their business. So I know it sounds silly, like we would never say that, but like we do like you see that kind of copy out there. So we can make it a little bit better by saying if you're an overwhelmed coach struggling to turn leads into clients, this program will help you finally make consistent sales. So again, I think that is what a decent copywriter might tell you to do it does make it a lot better.  

11:49 It speaks directly to the person that you're trying to reach it names their pain and offers a solution tailored just for them. Oh, it didn't do my I think the values first one is coming up next.  

12:03 Let's see. Oh, yes, and you need to get more specific than you think you need to. So for example, if you are talking to female podcasters and you narrow down to OK, well, I'm really talking to mom podcasters like that could still be more specific. Like the number of times people say, oh, I work with female entrepreneurs.  

12:24 Not not nearly specific enough. There are like female entrepreneurs as you're speaking to so much of the population, female podcasters narrows it down mom podcasters narrows it down even more. But you could say like, are you talking to moms in the newborn stage are you talking to moms who are trying to build a business between like school pickup and soccer practice? Are you talking to moms who are empty nesters like we are all moms, but we are all in a very different stage of motherhood and our time restraints and our physical restraints and our just capacity looks different in each of those different eras of motherhood.  

13:03 So you really need to know exactly who you are talking to. And I again, I know it feels like you're excluding some people, but actually think about it the other side of that coin is that you are making your specific people feel very known and very loved by talking to them so specifically and knowing them so well it makes you them feel like you know them super intimately. And honestly, it helps you feel less alone too and you're like, oh man, there's other people out there just like me who are struggling with this and that you're not alone in that either.  

13:35 Ok, so again, I don't want this just to be theoretical i want you to actually make these changes so write it down, jot it down, journal on it, talk to text it, talk to text it to your notes app if you are on the go right now as you're listening. But think about who is your ideal client? Get more specific than feels comfortable get like, is this too specific like if you're wondering that that is a good place to be because we want to elicit that, hey, that's me oh my gosh, she's reading my journal she's reading my thoughts how did you know that is the kind of reaction we want instead of, oh, that could be anybody.  

14:10 Ok, so super, super specific. All right, so then jumping into solution number three is to stand out by differentiating yourself. Easier said than done, and we know that in a crowded market, sounding like everyone else is the quickest way to blend in and be overlooked. Your audience can't tell what makes you unique then they're not going to have a reason to choose you over someone else, right because you're not the only health coach you're not the only photographer you're not the only copywriter you're not the only, you know, fill in the blank.  

14:40 There's other people out there who do what you do, so why should they choose you? So to stand out, you need to highlight what makes you different and there's a couple ways you can do this. One is highlighting your personality to your unique process, your values or your fresh perspective. That was one or two there. But people need to instantly know why you are the perfect fit for them.  

15:03 And so if you have a big personality, that can be a great thing to play to, even if you're like, my personality is kind of vanilla and I like I'm a quiet person, I'm more of a listener i don't have like I'm not the life of a party kind of person. Maybe your clients aren't either and so they're going to resonate with your personality. It doesn't have to be a big life of the party personality in order to have personality.  

15:31 Another thing that differentiates you is your unique process so for example, for me, I have the three M process that I guide my clients through the messaging mapping and the implementation of the marketing those are the three M's And so by having this specific process, people know exactly what they're getting. And it makes me stand out from anyone else who says I'm I'm a marketer or I'm a copywriter. But they don't have a process. They're like all the other ones out there. And then your values or your fresh perspective, these are different, but they often can be. One influences the other, I think a lot. And so this is really, this is one of the things that no one else is talking about.  

16:13 And it's actually the thing and again, especially in this trust economy or lack of trust economy that we are currently in, it's more important than ever you got to be including your values and that's not just saying I believe in simplicity, I believe in community or whatever it is for you, but telling stories and talking and communicating those values in a way that shows how of living them and not just saying that these are my values. Ok, so let's get some examples here. Ok, so maybe you help moms grow their business.  

16:45 The differentiated message would be I show busy moms how to build a profitable podcast in just 15 minutes a day so maybe that is how they're growing their business is by building a profitable podcast. And we're not just talking about moms, we're talking about busy moms.   17:00 But I think we can make that even better because all moms are busy, let's be honest. So the values first way to differentiate this message would be help ambitious moms grow a podcast powered business that honors their, time energy and voice, starting with just 15 minutes a day. So see how much specificity that there is in there.  

17:22 Not all moms are are ambitious. Some are content with just doing what they do. It's a podcast, power to business. And then we speak to their values, time, energy and voice that's a big one i know for my own appliance, how are you going to match my authentic voice? How is that going to be seamless that is a huge concern. So that starts to address it in here and knows, hey, I'm aware of that and I honor that.  

17:50 Ok, we already talked about that. There we go. Ok, so your action step here again, take a moment and write one sentence that sets you apart. Include the value or values that you share with your ideal client to make it resonant. So for example, I show purpose driven moms how to monetize their podcast between school drop off and soccer practice. So we're talking to a certain kind of mom here. They're both purpose driven and then they're in that stage of motherhood and they want to not just have a podcast just to chit chat, but they really want to monetize it. So we're speaking to values they're purpose driven, they want money, they're going to monetize our podcast they're podcasters.  

18:31 So you can see all of the things here that we've included to make it super specific, not just in who we're talking to, but what their values are and how they're going to do it.  

18:43 So if you're just like, OK, yes, I agree and the examples sound great, but like, how do I do this for me is think about what your dream client would say about you what would make them choose you over anyone else? And to do that, ask your past clients. Think about what they've said to you. Look in your sales calls if you don't transcribe those, do that because their words often hold the exact like golden nugget that you need to differentiate your message.  

19:09 And once you have a bunch of testimonials, once you have a bunch of sales calls, look through those golden threads what are people consistently saying about you the way they enjoy it, the way that you work, or what are the questions that they're always asking before they work with you? Those would be great things to speak to and talk about in your marketing. So this is not you reinventing the wheel this is you doing the research to see what people are already asking and then simply sharing that back in your marketing.  

19:39 So let's just recap the three things that we've talked about today. First one was to clarify your core promise by focusing on the transformation that you offer and your shared values, not just the features of your service. Because remember, your audience is not buying a service they're buying the outcome it delivers and the values of who they are buying it from so they don't want to buy from just anyone anymore. They care about who they're buying it from. More people are turning away from the big, big names and it's more and more support of smaller businesses.  

20:10 I think even being more conscious of the foods that we eat, it matters where it comes from. Think about farmers markets are prolific across the country and that's because there is a ton of people who care about where their food comes from and and supporting maybe it's a smaller guy in comparison to just doing like an Amazon Fresh or something like that. Ok, Part 2 was speak to one person, not everyone, because when your message is too broad, it feels impersonal.  

20:39 I know you want to help everybody, but helping that one person, it doesn't necessarily exclude other people. So for a while I need down to working with coaches. But when I said I work only with coaches, I had photographers come in, I had chiropractors come in i had a bunch of people who are outside of that niche still saying, hey, you're actually the person I want to work with. So it doesn't necessarily exclude everybody, but it makes the best fit people for you be like, Oh my gosh, she is for me.  

21:10 So picture your ideal client acknowledge their pain points, but speak directly to the highest version of them we don't want to just like put the knife in the wound of like a wound that's already open or put salt in the wound, right? That doesn't feel good for anybody and it doesn't convert as well either. We really want to speak to the highest version of them, the most empowered version. It tends to tends to work best. Ok, and then third thing we learned today was to differentiate yourself by highlighting what makes you unique that can be your personality, process or perspective or values to stand out in the crowd or a combination of all of those.  

21:47 I just redid my website and I used a combination of all of those to help me stand out from others. So with these three fixes, you will craft a message that connects, converts, and keeps your audience coming back for more. So I promised you there would be more resources if you pause these and you just felt writer's block or you're like, I got something but it still feels like it still feels like not quite the right thing, like you're getting close, but it's not fully it yet.  

22:15 I would encourage you to download my free messaging audit to maximize your marketing you can see the, I don't know if that's going to be clickable, but easy to type into your browser. Megan catch again dot com slash free Dash Audit will get you everything we talked about today and more in a simple checklist format. All of it's like 13 things I have you check i'm like, what do I always tell? What am I always telling my multi six and seven figure clients? That and those little tweaks that get them big results.  

22:43 I made that list and I'm giving it away to you for free. And for each one I give it before and after examples of what those changes could look like so it's very practical, very easy to implement yourself so that the time you're taking to create all this content to market your business will actually get you the results that you desire. I know you don't have a ton of time so we really want to maximize the market that you're marketing that you're already doing.  

23:08 So go ahead and grab that audit now at megan catch again dot com slash free dash audit. You can go through that free checklist to do it yourself and when you download that, there will will also be an opportunity for us to work together if you feel like you need more support and a sounding board and just someone to review or look over what you're writing, all right, Can't wait to support you, hear from you, and definitely enjoy and take advantage of that free audit.