Transcripts
We live in a world where everyone can bid visibility, and yet it's becoming harder than ever to actually be noticed.
Amel Derragui:Not because you're not good at what you do, but because people's attention spans are shorter than
Amel Derragui:ever, and if they don't understand immediately why you are the right person for them, they move on.
Amel Derragui:That is why your positioning and your messaging matters more than ever.
Amel Derragui:Welcome to the Time is now the podcast for mission-driven solopreneurs ready to take action and go from invisible to in demand.
Amel Derragui:I am your host Amel Derragui.
Amel Derragui:My mission is to help you cut through the noise, get crystal clear on your strategy, and position yourself as the go to expert in your field.
Amel Derragui:But this podcast.
Amel Derragui:Isn't just about marketing, it's also about building your resilience and staying ahead of the shift in our world so you can be the leader and change maker you truly are.
Amel Derragui:This is your time to create more growth, alignment, and impact in your business.
Amel Derragui:In the previous episode, we talked about niching and why choosing a niche is so important to convert your efforts into clients.
Amel Derragui:But your niche is only the beginning of this process.
Amel Derragui:Once your niche is clear, the next step is defining your positioning and your messaging.
Amel Derragui:But the reality is that today the world is naer than ever.
Amel Derragui:AI is generating content at scale, and everyone is visible.
Amel Derragui:Everyone is showing up, so visibility on its own is not enough anymore.
Amel Derragui:What you need is a strong positioning that attracts your ideal clients and gets their attention.
Amel Derragui:You need clarity in how to communicate your unique value.
Amel Derragui:Also, when positioning isn't clear, marketing often feels much harder than it should.
Amel Derragui:What I'm going to do is just list a few situations and I'll love you to pay attention and see this resonates with you.
Amel Derragui:Growing your visibility feels slow and inconsistent.
Amel Derragui:You don't always know what to talk about in your content.
Amel Derragui:Or explaining what you do feels harder than you should, or you struggle to feel confident when selling your services.
Amel Derragui:Maybe even you struggle to structure and price your offers properly, so you end up attracting the wrong clients, or you simply struggle to attract clients at all consistently.
Amel Derragui:So you start.
Amel Derragui:Trying different things.
Amel Derragui:You try to post more often on social media.
Amel Derragui:You try different tactics, different platforms, you experiment different strategies, and you just end up feeling depleted.
Amel Derragui:Nothing works.
Amel Derragui:So does any of this feel familiar with you?
Amel Derragui:And if so, don't worry my friend.
Amel Derragui:I am here to support you.
Amel Derragui:So today I'll walk you through the five key shifts to help you get unstuck and go from invisible to in demand.
Amel Derragui:What's important to understand is this, when your positioning and messaging is unclear, your marketing
Amel Derragui:feels scattered, your content lacks direction, and your potential clients don't immediately get it.
Amel Derragui:They don't understand the value that you bring.
Amel Derragui:Another thing that I see all the time when I talk to solopreneurs about their marketing challenges, the first thing they worry about is their presence on social media.
Amel Derragui:But here's what I want you to really understand.
Amel Derragui:Social media is actually the last piece of the puzzle.
Amel Derragui:They are much more important steps you need to take before you even get to the point where you worry about social media.
Amel Derragui:And one of the main ones is having a clear positioning and messaging.
Amel Derragui:Once this foundation is clear, marketing really becomes much more simple, more easy to be consistent, and so much more effective in really attracting your clients.
Amel Derragui:So let me give you a very simple test to know if you are on the right track with your positioning.
Amel Derragui:Here it is.
Amel Derragui:So if someone asks you right now, what do you do?
Amel Derragui:Could you explain it clearly in 30 to 45 seconds?
Amel Derragui:And could you do it in a way that makes your ideal client immediately say, oh my God, that's me.
Amel Derragui:Tell me more.
Amel Derragui:That's what strong positioning it's supposed to do.
Amel Derragui:It makes people recognize themselves instantly in what you say.
Amel Derragui:If that's not happening yet, it doesn't mean that you're not good at what you do.
Amel Derragui:It simply means that your positioning and your messaging need more clarity.
Amel Derragui:So let's first clarify what positioning really means and the difference between your niche and your positioning, because the line between niche and positioning can actually be very subtle.
Amel Derragui:So in a nutshell, your niche defines.
Amel Derragui:First, who you serve, who are your ideal clients, your specific niche.
Amel Derragui:And second, what problem you solve for them.
Amel Derragui:Your niche.
Amel Derragui:It gives you your focus and the direction of your marketing.
Amel Derragui:And if you need more help to really identify your ideal niche, I really recommend you to listen to the episode 320.
Amel Derragui:I dive deeper into this topic to find it go to the time is now biz slash three 20.
Amel Derragui:Now, your positioning is what makes you stand out in a noisy world.
Amel Derragui:It defines the place that you occupy in the market compared to everybody else, but also in the mind of your audience.
Amel Derragui:And combined with a strong messaging, your positioning becomes the foundation of your brand identity.
Amel Derragui:It actually answers the question, why should someone choose you?
Amel Derragui:And when they hear about you, your ideal clients need to immediately think, like I said before, this is exactly what I need.
Amel Derragui:So bottom line, if you want to position yourself as the go-to expert in your field, there is.
Amel Derragui:One very important question you need to clearly answer, and the question is, what do you want to be known for?
Amel Derragui:This can feel like a huge question to answer and maybe even intimidating, but here's the good news.
Amel Derragui:Today I'm going to give you the five essential steps to build a strong answer to this question.
Amel Derragui:The first essential pillar of your positioning is the following, defining the transformation you provide.
Amel Derragui:In fact, your positioning becomes effective when people understand what is that transformation that they will experience with you.
Amel Derragui:In marketing terms, we also call it your value proposition and also your brand promise.
Amel Derragui:Earlier I asked you, how would you explain what you do in 30 to 45 seconds?
Amel Derragui:And here is a simple exercise that will help you define your value proposition in an impactful but also memorable way.
Amel Derragui:So what you need to clearly identify is A, what are the challenges and pain points your clients experience before they work with you.
Amel Derragui:Then B, what are the outcomes and the results they experience after working with you?
Amel Derragui:And finally, C, how do you take them from A to B?
Amel Derragui:So in simple terms, you want to be able to fill out the blanks of this key sentence.
Amel Derragui:I help X, which is your niche, go from A to B. A being where they are today, and B, being where they wanna be.
Amel Derragui:For example, in my case, here's what I say, I help mission-driven solopreneurs.
Amel Derragui:My niche go from invisible to in demand.
Amel Derragui:Once you have done that, then the next step is to add more information of how you do that.
Amel Derragui:For example, in my case, I say.
Amel Derragui:I help them turn messy marketing into clear strategies and strong foundations to position themselves as the go-to expert in their field.
Amel Derragui:I actually just recently introduced myself again at a networking event where we had to present what we
Amel Derragui:do, and right after that, four women came to ask me about my services and requested an assessment session.
Amel Derragui:So this really shows how having clarity on your value proposition and being able to verbalize it in an effective and short elevator pitch really gets the attention.
Amel Derragui:I'm gonna share with you now the next steps, but before we move on with this topic, can I please ask you just a small favor?
Amel Derragui:So if you are getting value from this episode, if it's helping you think differently and get clarity on your business,
Amel Derragui:please take a moment to subscribe to the show on the app that you are using right now, whether that's Spotify.
Amel Derragui:Apple Podcasts, iTunes, or any platform, because subscribing helps this podcast reach more mission-driven solopreneurs like you.
Amel Derragui:And it allows me to continue creating these episodes and sharing the strategies, the tools, and the mindset shifts that help you go from invisible to in demand.
Amel Derragui:So all you need to do is to press on the button that says subscribe.
Amel Derragui:Or follow.
Amel Derragui:And in exchange, I really commit to continue to bring you thoughtful, practical, and high value episodes to support your growth, your alignment, and your impact.
Amel Derragui:Thank you so much.
Amel Derragui:This would mean the world to me.
Amel Derragui:Okay, so now let's talk about the second pillar.
Amel Derragui:Pillar, which is to conduct a market research and identify the language of your ideal clients.
Amel Derragui:This is one critical piece that many, many, many people skip because yes, you need to be clear on the value that you know you
Amel Derragui:deliver, but you also need to be deeply connected to your audience and understand their needs, but also how they express them.
Amel Derragui:Your positioning is expressing what they need, but also the right language.
Amel Derragui:The one that your target audience resonates with.
Amel Derragui:So you really need to clearly identify, number one, how your clients describe their challenges.
Amel Derragui:Number two, the outcome they care about, and three, the words they use to express that.
Amel Derragui:So make sure to do your research
Amel Derragui:because when you get this right.
Amel Derragui:Very often you hear your audience say this to you.
Amel Derragui:It feels like you're in my head.
Amel Derragui:It's unbelievable.
Amel Derragui:So I've heard this so many times and it really creates validation.
Amel Derragui:So if you haven't taken the steps to speak to your ideal clients and to do your market research, understand the words they use and their reality, know that
Amel Derragui:it becomes very difficult to create messaging that truly resonates, and that is also what makes your content feel flat and your message not click with them.
Amel Derragui:Strong positioning and messaging don't come from guesswork.
Amel Derragui:They're built on a deep understanding of your market and your niche.
Amel Derragui:And also the deep understanding of the psychology of your ideal clients, the mindset they're in before they come to you, and how you position yourself in all of this.
Amel Derragui:So if you'd like more guidance in how to run your market research, I do have a couple of past episodes where I go deeper into this topic.
Amel Derragui:I listed them all for you.
Amel Derragui:And I'll share them in the show notes of this episode that you will find on the time is now biz slash 3 2 2.
Amel Derragui:Now the third pillar is to connect your brand to your big eye.
Amel Derragui:On top of being clear on your value proposition and deeply understanding your clients, what will truly set you apart is being deeply connected to your big why.
Amel Derragui:This is the mission and the message behind your brand, but also behind why you do what you do.
Amel Derragui:As Simon Sinek says, people don't buy what you do.
Amel Derragui:They buy why you do it.
Amel Derragui:Let me give you an example with my client, Katie, before we work together.
Amel Derragui:She described herself as a personal trainer.
Amel Derragui:This is very, very broad.
Amel Derragui:It doesn't clearly communicate.
Amel Derragui:Who she helps, what problems she solves, or why someone should choose her instead of any other personal trainer.
Amel Derragui:So through our work together, she refined her positioning and she really tapped deep into her big why to the point where she was in tears.
Amel Derragui:So today, this is how she describes herself.
Amel Derragui:A fitness and healthy habits coach helping women over 40 navigate body changes and reclaim their
Amel Derragui:strength, but without the noise, the pressure and unrealistic standards of today's fitness culture.
Amel Derragui:Isn't that so much more inspiring than simply saying, I'm a personal trainer.
Amel Derragui:So now Katie's entire brand and marketing revolves around this powerful message that she deeply cares about.
Amel Derragui:Women should not feel the pressure to do it all and beat it all according to society's standards.
Amel Derragui:She also believes there are simple ways for women to take care of themselves, to build healthy routines, even when life gets hectic without burning themselves out.
Amel Derragui:So this.
Amel Derragui:Is exactly what makes Katie unique compared to many trainers out there in the episode.
Amel Derragui:Just before this one, you can listen to the interview with Katie, where she shares how we work
Amel Derragui:together on her positioning, her big why and the impact it had on her confidence and her business.
Amel Derragui:So I really invite you to listen to it if you wanna dive deeper into a real case study of how you can implement what I'm sharing with you today and how it looks like in reality.
Amel Derragui:Also just last week she sent me this lovely message via your WhatsApp.
Katie Stauffer:Hi Abel.
Katie Stauffer:I hope always well I uh, I'm sending you a message 'cause I just had to share something.
Katie Stauffer:I'm having a text catch up, catch up with some, uh, old colleagues of mine who are also good friends of mine.
Katie Stauffer:We've always had a group chat going and, um, we're catching up.
Katie Stauffer:They were asking about my business and whether I was gonna do it full time.
Katie Stauffer:And when I was planning this is just how.
Katie Stauffer:Amazing being able to describe your niches.
Katie Stauffer:I said, my focus is women in their forties and beyond who are dealing with dizziness, life changes,
Katie Stauffer:body changes, and overwhelm from all the information out there about what they should be doing.
Katie Stauffer:And, and my one friend responded to that and she was like, wait, this is me.
Katie Stauffer:It was, it was just so perfect.
Katie Stauffer:And um, so I just had to share that with you and say, thanks again for helping me really figure out what I'm doing.
Katie Stauffer:And who I'm talking to because it resonates with people.
Amel Derragui:Truly amazing.
Amel Derragui:Let's now move to the fourth important pillar, which is to keep repeating your message consistently.
Amel Derragui:Here's the thing.
Amel Derragui:In marketing, repetition and consistency in your messaging is the key to convert your audience into clients.
Amel Derragui:It's through repetition that your positioning becomes clear, recognizable.
Amel Derragui:And memorable.
Amel Derragui:That is how you move from being one of many to becoming the person they remember and think of first when they need you.
Amel Derragui:For instance, if you have been listening to my podcast for a while, you might have noticed how
Amel Derragui:most of what I talk about turns around helping mission driven solopreneurs go from invisible to.
Amel Derragui:I also repeat these words consistently in many of my episodes, and I create content that consistently supports this big idea, even if I say it in different ways.
Amel Derragui:And because I truly care about what is happening in our world.
Amel Derragui:I work with solopreneurs who have a big mission to make this world a better place.
Amel Derragui:So therefore, I also provide content that gives them the inspiration they need to take action and show up to their full potential.
Amel Derragui:And this is actually what inspired the name of this podcast.
Amel Derragui:The time is now on top of the fact that every time that a client comes to me, they tell me This is my time.
Amel Derragui:So very important for you to stay consistent with your language, your, your messaging, and your positioning through everything you do in your business.
Amel Derragui:Okay?
Amel Derragui:Now, time for the final and fifth key pillar I'll share with you today, which is develop your unique voice and unique methodology.
Amel Derragui:This is the more invisible part of your branding, but it is still really powerful because your positioning is reinforced
Amel Derragui:by how you connect with your ideal clients, with your authentic way of being and how you deliver real results.
Amel Derragui:Your unique voice is how you express your ideas, your perspective, and what you stand for.
Amel Derragui:It's what makes your message feel more like you and not like everyone else in your space, but beyond your unique voice.
Amel Derragui:There's also your methodology, which you can also call your own ip.
Amel Derragui:This is how you structure the transformation that you help your clients achieve.
Amel Derragui:It's the framework that's behind your work and your offers.
Amel Derragui:So as you don't have one, make sure to pay attention to how you can transform your knowledge into a clear framework and methodology that you can turn into an important piece of your brand.
Amel Derragui:For example, in my case, when I work with my clients, I guide them through what I call the three Cs to go from invisible.
Amel Derragui:Two in demand, and these three Cs are clarity, consistency, and conversion.
Amel Derragui:This really gives structure to the journey from understanding their positioning, how to show up consistently, and how to turn that visibility.
Amel Derragui:They get into real results.
Amel Derragui:You can actually explore my three Cs through my quiz, which helps you identify where you stand in your business right now.
Amel Derragui:How to turn your challenges into opportunities using my three C method.
Amel Derragui:So you'll find this quiz in the show notes of this episode or on my homepage, go to the time is now biz slash 3 22.
Amel Derragui:And here's another example with my client, Katie, that I mentioned before.
Amel Derragui:Together we developed her Habit Champions framework that is built around three important pillars that she has come up with throughout her work, which is movement, nutrition, and mindset.
Amel Derragui:Everything in her offer is aligned with these important pillars, and that's the power of clear methodology.
Amel Derragui:It may not be always the first thing that people see when they discover your brand, but as soon as they enter your world, it really create that trust and that credibility.
Amel Derragui:It shows that your work is structured, intentional and grounded in a clear approach, in a professional
Amel Derragui:approach, and that's what strengthens your credibility, but also positions you as the co to expert.
Amel Derragui:All right, so let's now recap the five essential pillars that I shared with you to build strong positioning and messaging.
Amel Derragui:Number one, define your transformation.
Amel Derragui:Number two, do your market research.
Amel Derragui:Number three, connect to your big why.
Amel Derragui:Number four, repeat your message consistently.
Amel Derragui:Number five, develop your unique voice and methodology.
Amel Derragui:And here is what I invite you to do this week or immediately after this episode.
Amel Derragui:Start clarifying your value proposition by completing the exercise I shared with you earlier, the one where I say, I help X your niche.
Amel Derragui:Go from A to B, and then in a short, effective words, explain how you do it.
Amel Derragui:This will be a great start for you to get clarity.
Amel Derragui:So go back to this episode.
Amel Derragui:We'll explain you more about this exercise, but I highly recommend you to do it as soon as possible.
Amel Derragui:This will bring you so much more clarity, and if you're ready.
Amel Derragui:Just like Katie and many of my clients, to take this exercise to the next level and go deeper so that you can build
Amel Derragui:a really personalized strategy that helps you go from invisible to InDemand, then know that I'd love to support you.
Amel Derragui:You can schedule a free assessment call with me.
Amel Derragui:Find the link on the time is now biz slash 3 22.
Amel Derragui:During this call, we'll look at where you are in your business today.
Amel Derragui:We'll clarify your needs and I'll share with you how we can work together to help you achieve your goals.
Amel Derragui:To go to the time is now biz slash 3 22.
Amel Derragui:I hope that this episode was truly valuable for you.
Amel Derragui:Thank you so much for spending this time with me today, and please don't forget to subscribe.
Amel Derragui:See you in the next episode for more inspiration to go from invisible to in demand.
Amel Derragui:The time is now for you to create more growth, alignment, and impact with your business.
