In this episode, Tracie challenges the common marketing advice that discourages sharing the 'how' in sales messaging. She argues that by detailing how a product or service fits into a potential buyer's daily life, marketers can connect more deeply with their audience. Tracie emphasizes the importance of demonstrating the practical application of solutions, rather than just theorizing about their benefits. She uses the example of healthy living to illustrate how people struggle to translate general advice into actionable steps that fit into their busy lives. Tracie suggests that by showing customers how a product or service can realistically be implemented, businesses can create lasting relationships, generate genuine interest, and help their audience achieve their goals in a sustainable manner.

00:00 Welcome to the Show: The Importance of 'How' in Sales Messaging

00:14 Challenging Traditional Sales Advice

00:45 The Power of Showing 'How' in Your Solution

01:05 Bridging the Gap Between Dream and Reality

01:31 The Disconnect in Sales Messaging

02:33 Healthy Living: A Case Study on 'How'

03:19 The Reality of Implementing Advice

04:06 Reframing the 'How' to Fit Reality

05:22 Making Your Sales Message Stick

06:04 Meal Prepping: An Example of Effective 'How' Messaging

08:37 Creating Lasting Fans and Clients

09:20 Closing Thoughts and Encouragement

A free tool or two from our host:

Got a question or comment?

www.traciepatterson.com/ama

Want Tracie's best trainings or to find out more?

www.traciepatterson.com/connection

Credits

Music  ColourfulSounds

Podcast Editor Maia McLachlan

Digital Marketing VA Lisa Harmatuk

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Tracie: 00:00:05

Hello, everyone, Tracie here, your resident business rebel, and

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you're listening to cocktails coffee

and conversations podcast, the show that

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lets true stories and insider secrets

of digital entrepreneur life unfold.

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Our business world is growing and as

an online business coach and digital

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product creator, I believe you didn't

become an entrepreneur to grin and

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bear your way through business.

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So I'll be your guide.

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As we drop in on coaching calls.

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Have intimate sit downs with online

personalities you love and discuss

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ideas, opportunities, and strategies

circulating our online world.

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So pop in your earbuds, tap,

follow, and join me as I demystify

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this thing called business.

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Hello, hello, and welcome to cocktails,

coffee, and conversation Tracie here.

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And today, well, I'm going to

actively encourage you to show the,

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how in your sales messaging, how

many times have you been told to

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not do that or people won't buy?

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Well, I will counter ask with how

many of you have been stuck trying

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to get something started and felt

defeated before you even began.

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You see, I'm not talking about the how

that's discussed in that crappy advice,

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only give people a taste, but don't

give them too much or they won't buy

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scarcity filled BS, which yeah, you can

obviously tell I have a strong opinion on.

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No, I'm talking about the kind of how that

gives them an understanding of what your

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solution looks like in their daily life.

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Connecting the dots for

what your solution does.

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And how it works for them

to feel a gap in their life.

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You have to remember that people are

trying to live their dream and reach

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a goal they've laid out in their mind

that you have picked up on in your

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marketing and your sales messaging.

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And that's, what's brought you together.

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So they're trying to obtain a desire to

get somewhere or get away from somewhere.

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And they're looking to hire your

service, your digital products,

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your coaching to make it happen.

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But what often takes place in content

and in sales copy is people go on

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and on about what someone should do.

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But never connect how it

becomes a reality in their life.

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You know, I mean, you have a dream,

a goal, even an imagined future

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reality laid out and you're committed.

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I mean, you're in this, you even know

what you should do because there's

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a ton of advice in our world, even

if it is in listicle form, but the

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actual doing the how to the where

to start, it's, it's somehow elusive

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and often there's too many options.

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There's too many opinions out there.

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Which makes it overwhelming.

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And you know, you're, you're sat

there wondering, well, which is right.

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And can I even bother?

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You're very well aware of where you

are and where you'd like to be, but

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somehow completing the action to

get from one place to the other.

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Well, it doesn't quite connect.

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Let's, let's take healthy

living as an example.

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You want energy.

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You want to be less caffeine dependent.

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You want to feel strong and confident

and know you're doing right by your body.

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And you know, exercise and eating

whole foods and quality sleep

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that those are the big three.

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So you make a plan for each for

exercise, strength and cardio, right?

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With the quantity and the duration

for whole foods, it's grocery lists

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and time for meal prepping and sleep.

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It's blue blockers on in the afternoon in

a cool dark room and an oasis for a bed.

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And you might even think.

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Maybe it's best to start with only one of

these at a time and change in increments

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So it's not a total interruption that

is doomed to fail But then you catch

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yourself one Tuesday pacing between your

pantry and your fridge Grabbing what's

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at hand before rushing out the door for

errands after spending 10 hours straight

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Working on a project and you think back

on your day and go, wait, how, how is

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today supposed to have been healthy?

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Where was that good quality food and

where was that movement built into my day?

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Well, who am I kidding?

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This was just a typical Tuesday, you know,

you know what to do, but the how to make

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it work for your life, it doesn't fit.

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Yeah.

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Cause they're very different.

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Think about it as a difference

between theory and practicum,

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what you're supposed to do versus

how it looks in your daily life.

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But the how, and I keep using that

word, but let's, let's reframe it.

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Let's reframe it to the reality of doing.

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That's the connection that's

often missing from your messaging

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and from your buyer's minds.

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We get stuck in our own minutiae in our

daily lives and in the little bits and

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the big bits that beg for our attention.

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This is a big piece that is often

overlooked when you sell your digital

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product, your coaching, your services.

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It's thinking about the what and

the reality of doing from the

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perspective of the potential buyer.

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So if we go back to that food example,

one could tell them to have good quality

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food and movement every day, but miss

talking about the realities of a busy

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schedule or other demands on their time

or other people requiring their attention

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and solely focusing on how great it

will be to implement the quality of food

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and movement to achieve their dream.

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Buy my thing and I'll show you how.

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Only for people to do so and find the way

you tell them to implement is unrealistic

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for their individual situation.

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Oh, how often does that happen with you?

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So in your messaging, whether it's your

content, but especially in your sales

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copy, you have to help people understand

how once they have your offer, it can

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work for them or so they know the way

you guide people won't be the right fit.

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Yeah, that's just as important.

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That's a quality repel or attract

connecting what it is they want.

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With what it is you are providing, yeah?

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How does one give them the other?

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Connecting those dots so they

believe that yours is the

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best solution for their dream.

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So let's take one part of this

healthy living advice example.

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Say you're someone who teaches

people about meal prepping.

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Well, that's a concept that it's

been around for some time, and

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there's a variety of options

and tools to use free and paid.

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They've heard to make a bunch

of stuff ahead of time so it's

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easier in the moment to eat well.

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But the emotional reality of the

moment often makes pre prepping or

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more likely using what was pre prepped.

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Not a long lasting possibility.

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It's something they tried once and they

might've really liked it, but they don't

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follow through with it after three or four

days or on week two because they've gotten

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bored or they found out that they went

out a lot, a lot more than they realized.

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And the food's gone off or they found

that they overdid it the first time.

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So their experimentation is telling

them that they don't have the time,

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the energy, they drive to actually do.

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What is necessary to match the how to

advice with their current reality and

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all of these obstacles, all of these

reasons for them to stop are part of that.

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How the reality of doing the practical

nature of them trying to apply a theory.

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They're trying to fit a solution into

their life and they will keep trying new

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and different solutions until they find

one that sticks, including giving up.

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So your job is to tell them how you

teach, how, like, For you, it could

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be bit by bit or helping them to

evaluate the true nature of time and

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the true nature of their schedule.

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So they don't make too much.

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So they don't do too much.

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So they have just enough snack food,

just enough meals, just enough prepped

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in the fridge to not get bored and

how to make adjustments that fit their

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life and their family in this example.

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Right.

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And how to introduce this process

into their life instead of going all

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out and it being too much too quick.

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So they understand the basic foods

they need to prep in order to make a

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bunch of meals instead of one giant

meal they have to part out or scarf

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down and get sick of after day three.

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You're telling them all of this during

your sales messaging and daring those

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launch events where they're getting to

see what it's like to work with you.

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They have that glimpse of reality of

bringing you into their life so they can

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see it's actually possible to get their

dream and that you're the right system.

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You're the right human to do that.

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This is how you make lasting fans.

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This is how people have their, Oh, wow.

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And those aha moments.

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And that's how people are ready to

buy on day one to stick with you,

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to implement and to rave about you.

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It's not about hyping them up full of

what and why, and leaving them to find out

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the realities of doing only after they've

fallen into urgency traps and bought.

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It's about them feeling

like with you by their side.

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What they want is finally possible

and achievable in a sustainable way.

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That gives them hope and excitement

and sets them up for success.

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I hope this gives you some new ideas for

your next launch and feels a bit freeing

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as you play with the ideas of what all you

can demonstrate and show people who would

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love to be with you in your programs.

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Cause I can tell you from.

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Years of experience that loyal

clients don't come from holding

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back the how the real secret

is them thinking, Oh, now what?

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And wanting you by their

side as they discover it.

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So as always, I would love to know your

thoughts and how this lands for you.

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And until next time, be

well, and have some fun.