Kinsey teaches us how to manage our overlooked content and make small changes to our delivery that make a huge difference. As business owners we need to narrow down who we are talking to. Make sure you are speaking your truth while being very specific!
Do not miss these highlights:
03:40 What is “broad messaging”
04:43 Why ‘niche-ing’ down is very valuable
07:09 You're doing your people that really need you, a disservice by trying to broaden the scope
08:16 The idea of vanilla messaging - Lack of conviction and energy in your message
10:50 What is it that makes messaging or content confusing
12:42 When you're confusing or super vague, you’re going to miss the opportunity to speak to your clients in a way that it connects
14:10 You can blend a little bit of your voice and how you talk with the words and language that your ideal client is using
About the Host
Kinsey Machos, Marketing Strategist, is also a recovering people pleaser, self-sabotager, and corporate hustler. She helps entrepreneurs create and execute magnetic marketing and build expert brands so that they can get known, seen and heard online.
She believes that creating a business that’s 100% in alignment with SELF is one of the most important things that we can do as women -- because there’s an inner magic that we all have if we commit to an infinite pursuit of discovering (and re-discovering) that.
As a wife and a mom of three, family takes priority. And having a business that’s ran AROUND her lifestyle is a daily intention of hers.
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Welcome to captivate and close. I'm Kinsey Machos, business consultant and marketing strategist. And I'm going to show you how to attract and enroll high paying claims, using my break through online marketing strategies, all without having to rely on complicated funnels, disingenuous clickbait, or spammy sales tactics. These are the messaging marketing and selling secrets that virtually no one is talking about. So let's dive in.Kinsey Machos:
Hey, you welcome back to another episode of Captivate and Close, it's so good to be here with you today, where we're talking about how to really capture the attention of your audience and close them so you can get more clients. This is really truly about installing the core principles of marketing and selling. Now one of the things that you might have noticed is there are a lot of different strategies out there that you can leverage to grow your online business. But the truth is, if you don't understand, really the core principles of how to capture the attention of an audience and convert that attention into cash, it will always feel like an up hill battle. So I just want to encourage you because it can feel overwhelming, it can feel very confusing, right? You have all the different platforms. And within those platforms, you have all the different ways to create content to show up or whatever. So it can feel like, what do I even need to do, which actually leaves most people doing nothing? Until I want to just really lean into this message around simplicity. And when you have something that's not working specifically, your content is not converting clients or your social media marketing is not converting clients. It's not about throwing the baby out with the bathwater, it's about really making small adjustments to pull in that true high quality client or potential client that will become a client. And so I want to offer three ways to quickly make adjustments to your content that will really significantly create just all the all the world of a difference. So again, most people think that when something isn't working, they need to do more of something, right. And this is, this is actually a message that's been that's, that's very loud right now of like, I need to do more reels, right, or you have to have reels to convert clients, you need to be posting more, you need to be posting more consistently, you need to, you know, create content. on different channels. It's like, oh, tic TOCs, the thing, Instagram setting snapshot, like it's not even a thing.Kinsey Machos:
But it really goes down to this idea of like, it's not about doing more of something, but doing less better. And so when we think about these three ways to really adjust your messaging, I want to pull back the curtain here a little bit and talk about this relation to the three biggest mistakes that coaches make when creating content. Okay. And it comes down to being too broad. Being too vague. And being too vanilla. Okay, so Kinsey cool, like, tell me more about that. And how do you fix that? Well, here,here's what I want to deliver for you today. Okay, what is broad messaging even mean, right? And when I talk about messaging, it's the communication within your content. So your content, right is what you put out into social media to attract those people. But the messaging behind it is the words you use, right, how you talk about what you do, who you help, et cetera. And it's, it's really that that's more important. So it's not about putting out more content. It's about really having quality messaging within your content that's going to pull in those higher quality clients that are also ready to buy. So let's talk about broad messaging and what that means came when you are trying to speak to everybody, right, you actually alienate the people that are perfect for you.Kinsey Machos:
So how many of you have felt like you don't want to niche down too far because you can help everybody? Well, I can help this person do that, or I can help more people than this one person, right? And I don't really have to park here for too long because you probably have heard or been taught about niching down but I really want to put into context how this will be valuable for you because it truly does make such a huge difference. And the why this why this helps is because when you think of even In just one piece of content and being so intentional in who that content is supposed to hit, you will get so much more from that. When you can really, really think about one type of person in one type of scenario. Rather than thinking about a broad niche came. The biggest example that I think of is like even somebody that works with teens, she had talked to me about the fact that like, well, what she does can also help preteens. Okay, I'm like, Cool, that's awesome. But when it comes to creating content, think about a parent of a teenager versus a parent with a preteen, very different seasons of life, very different pain, problem challenges, of course, there's going to be overlap. But it's a very different message. And so it's like really being specific in okay, I'm talking to the parent of a teenager who is maybe struggling with, you know, a teenager that's disrespectful, who's sneaking out of the house, and making bad choices with their friends versus a preteen who's really pre pubescent. They're so emotional, they're really navigating, right? The transition from elementary to middle school, right? A very, very different season. Now, what's cool though, is this particular person that I'm talking about who helps teens but could also help preteens is by speaking to the parent of teenagers, she was still attracting layers outside of teenagers. So she was already attracting parents with preteens. And this is what's so cool. Um, but that was the thing that even had her question like, Well, should I be broadening my message in my messaging? Well, no, because what your, your level of specificity is working so well, that it's also bringing in those people.Kinsey Machos:
So don't change anything. But when you think about really hitting the target and speaking to somebody that is sitting in pain, right now, they have specific challenges, they have certain desires, you're not able to hit it as well, if you're trying to reach more versions of that type of person. And so when it comes to broad messaging, again, this idea of alienation, which is so powerful, you're doing your your people that really need you, right now, a disservice by trying to broaden the scope. So think about okay, if I want to work with all women, cool, but what type of woman would I love to work with? What type of woman can I help with? Right now? And what Season of Life Is she in? So it's asking yourself some questions, and we love to talk about inside 10k content collected, we like to have you go three layers deeper? What does that look like? Take a woman down three layers deeper and think about the hearses, her specific scenarios, her pain, her problems, her challenges, and who she is, okay.Kinsey Machos:
So this is really taking your broad messaging and just being more specific. And this could mean even each time you write a piece of content, just really being specific to the type of person you help. You don't have to go back and adjust your niche statement. If you don't want, you don't have to go back and like change all the language on your website. It's really just getting specific in each type of content. Okay? Now, secondly, this idea of vanilla messaging. Okay. vendela messaging, this is when you lack the conviction and energy in your message. And so it just sort of falls into the mainstream. The mainstream is the red ocean, you've probably heard me talk about this, the red ocean versus blue ocean, which I learned from Russell Brunson. But the red ocean is where everybody's swimming. It's where everybody is feeding off the same fish. And so it creates a very overly saturated, saturated market, it's the mainstream, it's really, really hard to get noticed, where everybody else is swimming. And when you have vanilla messaging, that doesn't really take a stance on anything. It's sort of just the same language, or the same offers that everybody else is offering, you will get overlooked, your messaging will get will not get noticed. And you're going to have your best potential clients scroll right by your content.Kinsey Machos:
And so when you think about how to fix this, this is really just going deeper with your message and going deeper with your unique ideas, your unique methods, and really, really taking a stance on yourself as the go to authority. I find that people that really just stand in conviction of what they can do. That alone really exudes this type of energy that's magnetic. And when you can take a stance on that you're not afraid to even offer some of that polarization, what you stand against, right and really throwing rocks at the solutions or the methods right but you know, more not working for your potential client, right. So if you help somebody, if you help somebody with their health, right or their nutrition, and you know that keto is actually doing them a disservice, then you take a stance on that. And when you are able to do this effectively, it really it pulls you out of the mainstream, right. And in the right, people are gonna hear you and be like, Oh, my gosh, she knows what she's talking about. She believes in her offer, and I want her to help me. So it really increases that certainty and confidence with your audience. And people are going to stop the scroll. Now, lastly, let's talk about this idea of like, vague or confusing came.Kinsey Machos:
What do we know about confused audiences? If you haven't already heard confused audiences don't buy but what is it that makes messaging or content confusing? Well, one of the biggest sort of challenges that you guys have as an expert, right, for those of you that really believe that you have knowledge or experiences that are very, very valuable to your market, you're so good at what you do that it's hard to translate that in a way that makes sense, or that really hits your target market. Right. So it's sort of like when you meet. So it's sort of like when you are getting treated by a doctor, and you have the version of the doctor that has really, really good bedside manner. And you get the version of the doctor that does not. And when they talk to you, it's like, what did you even just say, right, they really just speak in their medical lingo, they don't really know how to connect with their patients, they're just like, so in their brains, that they really have a hard time, like coming down a level to make it resonate with their patients, right.Kinsey Machos:
I mean, sometimes I've had this experience, and I walk away feeling much more confused than I did walking in, to, you know, a doctor's office or a hospital, this, this is no difference to your expertise, and how you talk to your audience, right, most of you are talking at them, or over them with your really super, you know, professional language or like flowery language when they're just sitting in a pain or dealing with a problem. And they're looking for that problem to be solved when you come out with them with like, all the flower type of lingo about what you know they need versus what they actually want. That's when we miss the mark. And so when we're confusing, or super vague, what we're doing is we're missing the opportunity to really speak to them in a way that it connects, so that they can say like, oh, my gosh, she is, she is an expert in this, and she's the one that can help me, right, instead of just kind of walking away confused, or even, again, scrolling, right by not even connecting the dots of, of who you are and what you do. And when I was in my first year of coaching, when I hit 100k, I think this was something that I did so well, because I built recognition around my my personal brand.Kinsey Machos:
And so even the people that didn't work with me directly as clients, they, they just knew what I did. And they were I was bringing so much more so much value to the market and serving my audience so well that they would start to go into other groups or other communities and recommend me this is people that I had never even met before. So this is the potential for you, when you really start speaking to the heartbeat of your dream clients, rather than speaking at them with super complex language. Right? It's, you know, I heard from one of my mentors of like, talking down to a third grade language where you want to write content and create marketing, which, you know, can be a little overwhelming, because you're like, but I'm so much smarter than that, or I really want to like insert my personality. So I get that and you can blend, right really that personality, a little bit of your voice and how you talk with again, the words and the phrases and the language that your ideal client is using. So it does hit them, because most likely right now, if you aren't converting clients with your content, right, it's because they're you're they're just not seeing you. They're not seeing you as the person that can help them solve their problem, right? And it comes back to this confusion around what it is what like what do you even do? So that is when you think about those three ways, right? It boils down to the three biggest mistakes, right? Broad messaging, vanilla messaging, confusing, broad messaging, vanilla messaging, and confusing messaging and some, some of you may be like, Oh, I'm doing all of those and that's okay.Kinsey Machos:
These are super easy to fix. It's all about getting more specific, and really, really going all in on you and your brilliance and really showing up with that power. So people can start really seeing you for what you are and what you do. Connect the dots, right? Take action when they're ready and start spreading the word about you. easy fixes, easy, easy fixes, don't go out and create more when you have broken content or overlooked content. The natural instinct is for you to do more of that. But more of something that is not working is just going to give you more of something that's not working. So just take it back to basics and really focus here and I promise you, it's going to yield so much more return. So I hope this was helpful if you guys wouldn't mind just taking a snapshot and sharing this on your IG stories and tag me I would love to know who you are and, and who's listening and really just connect with me over there. I would so love that. And I just really want to appreciate I just want honor you and appreciate you for tuning in. And really just being a part of this community. I'm so grateful for you and I hope you have such an amazing day.