4.
RESULT: There’s a missing link…
You know what you do and the difference it makes, your messaging just needs a little bit of massaging. You are an expert at what you do — your knowledge is deep and thorough, but you likely aren’t relating to others and they’re not relating to you. Your community may not totally understand what you do, why they need it, or what they get out of working with you. They may feel disconnected from you based on the language you do, or how you talk about your work. While your work can benefit them greatly, they may not find it appealing or enticing. You may be struggling to articulate what you do in a way that is both authentic, and resonates with your audience. Next steps: Interview your ICA to learn about how they talk about their goals and challenges in their own words. Send a market research form, poll your audience, send voice memos in DMs, or have a conversation over Zoom — no matter how you collect the data, make sure you’re capturing exact words/phrases/quotes. Note what your ICA is saying in their own words! This will help you eliminate jargon, generalized terms or “fluffy” language, and make your messaging more relatable and engaging. Speaking to your ICA in the same language they would use is going to have them thinking: “wow, she’s in my head! She gets it!"Next steps: Keep up the good work — collect data quarterly about new offer ideas, and do a complete refresh of your ICA profile annually! Curate clients are always SHOCKED by the amount of detail we ask them to include in their ICA profile — and a detailed ICA profile is the foundation of everything we help them do in their business. I’m teaching you my proprietary framework for building the most robust ICA profile your business has ever seen! To learn more, join our Identify, Define, and Speak Directly to your ICA webinar January 22, 2021.