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MVP: Speaking To The Top 1% of Your Market
Episode 5213th September 2022 • Captivate & Close • Kinsey Machos
00:00:00 00:16:11

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In order to pull in more premium clients, you need to make a shift in your marketing and your messaging. In this week’s episode, Kinsey discusses the importance of speaking to the top 1% of your market and gives you some strategies for attracting higher quality clients and growing a high-end coaching business that gets known for impact.

Join us inside The Coach’s Content Lab to continue this conversation: https://kinseymachos.com/community

Do not miss these highlights:

06:40 Discover the pitfalls of mainstream marketing

08:21 You have to speak to the version of your ideal client that also is in the top 1% of your market

11: 07 Having a more vague or broad market or message could make it difficult for you to control who's hearing it or seen it

12:51 Standing in the truth, conviction and elevated message will literally magnetize everybody else

13:37 If you want to create bigger momentum, speak to that top 1% of your market

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. 

https://kinseymachos.com/

Instagram: @kinseymachos

Facebook: @kinsmachos

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Transcripts

Kinsey Machos:

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 clients 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, welcome back to another episode of captivate and close. I have a special replay episode for you today, this is one of our most downloaded episodes to date. And it's speaking to the top one % of your audience. And this is top of mind because I recently had a conversation, I was meeting with a couple business partners, and they're starting to venture from the brick and mortar to the online space. And they have so many ideas, as we all do as entrepreneurs as creatives, right, it's like, it's not a lack of having ideas, it's it's the, almost the crippling feeling of having so many ideas and not knowing where to go first. And so where they were at is sort of just kind of getting perspective on all the ideas that they have, and where they can maximize their time and effort. And when we were talking about the comparison of two ideas, we kind of boiled it down to these two core industries or niches and sort of offer right similar offers, but different. And what it boiled down to was the type of client, you have a premium version of the client. And then you have a non premium version of the client of an ideal client, right for these two different offers. And as soon as I sort of addressed the difference of those two people, to them, it was so clear which route to take. And I think this is just so important. And this is really, really a core philosophy in our marketing and our messaging. And when we teach our clients how to speak to a premium version of your client, it's really not just about quote unquote, niching down, it's really about talking to that person that is ready, eager,

Kinsey Machos:

and excited to invest. And the difference here is the contrast between the person that is the person that isn't and this may not feel clear to you right now. But I just want you to listen to this episode, and start to really ask yourself who is a premium version of my client and who is not. And when we can start to really dial that in when you start speaking to that top one % Oh, my goodness, the floodgates will open not just for your revenue and people coming to you. But for you the clarity that gets locked in for you is, is so so good. And so just wanted to bring back this episode, especially because it was top of mind for me, but also because it's so important. And it's a really good reminder for you to really evaluate who you're targeting,

Kinsey Machos:

and how to really drop into that person. And are they a buying type of client? Are they investing type of client? Or are you just speaking to a market they say they're ready, but they're not. They say they want to change, but they don't. They say they want this and that but they're not actually willing to do what they need to do to get there. So I hope you enjoy this episode. And if you want to join us in our free community better hop in there. It's the coach's content lab, we have such amazing conversations, lots of contribution and collaboration and connection happening there. So we'll drop the link in the show notes. But until then, enjoy.

Kinsey Machos:

Hey, you, welcome back to another episode of captivate and close. It is so so good to be here with you today, whether that's morning, afternoon, whenever wherever you're tuning in from. It's been so fun, just to relaunch this podcast and get behind the mic. Again. I don't know if I've already said that. But I just want to let you know that I'm just like truly honored to be able to pour into the hearts and minds and ears of you. So I want to talk about this concept of speaking to the one % of your market. This is probably going to blow your mind and also allow you to really shift in your marketing and your messaging to pull in more premium clients. I just got off a coaching call with a group of my captivate and close members. And we were talking about

Kinsey Machos:

This concept of different personas or variations of your ideal client. Now, here's the thing, the truth is, you do have very several different versions of your ideal client. Most people believe that there is only one ideal client. But where the gold comes in is really understanding that there's actually different variations of the idol clan. And depending on which version you're talking to, you're going to get a very different

Kinsey Machos:

feedback loop, if you will. What this means is the response rate, so if you find that you're attracting people that can't afford your services, so they're like resonated with your content, they think they need your offer or want your offer, but they can't afford your product or service. Maybe you're just not calling in more of the people that can afford your product, program or service. And you're not really sure where you're missing the mark. Because when you profile, say, your ideal client, and you look at your marketing and your messaging, you're like, This is the person. But here's the thing, there really is a one % version of your ideal client, this is the top one, two, maybe three % of your market that you want to be speaking to. Now, I want to give you a couple examples of what this might look like based on some conversations that I was actually having with my clients so that you can really conceptually understand this and literally implemented today, this will be so life changing in your business, in the way that you speak. Now, one of the things that I see so many coaches and consultants do in their marketing in their messaging, is they mold to mainstream, right. And you've probably heard me talk about this, and I will continue to talk about this concept of mainstream marketing. But what happens is I find entrepreneurs as they find their way in this space, they start to just emulate or mirror other versions, right, of messaging and marketing of other people in their space. But what is really a huge missing component there is your unique brilliance and the highest level of value that you have to serve in the market. And so when we find ourselves in mainstream marketing, what we find is, where's the blending, and it's like, same same, I think as a radio in this instance, like I can not stand the radio. And truly, I don't really love mainstream music, it all sort of sounds the state the same. And if you listen to the radio, you'll notice that you literally hear the same songs over and over again. And it is so annoying. My husband and I are actually like total fan girl fan boy coupled of some underground talent that we follow band bands, musicians, you won't find them on the radio, but their true true talent and authentic to who they are as musicians and the talent that they hold. And I really want you to consider yourself in this space where it your you do not want to mold into the marketing of mainstream, you do not necessarily want to be on the radio with all the other same artists, I want you to really be in the top one % of your market, which means you have to speak to the version of your ideal client that also is in the top one % of your market. Okay. So for instance, if you're coming in, and you have a product or offer that is maybe it offers brand design, right? Maybe it's a business opportunity, you can create a profitable brand and business through an element of design, okay, and you come to the market. And what you'll find is a lot of people do that. And so where we come into mainstream, you're saying things like, elevate your brand, and grow your business. And if you want to elevate your mindset, right, there's a mindset component in there. But all of that is very if you notice sort of vanilla messaging and not any of that really pulls you in, okay, but if we took this instance, for example, and elevated it to the top one % It's like I'm going to call in say that seven figure business owner that wants to completely overhaul their brand design to really professionalize systemize elevate their message their marketing in their website, their colors and their brand design so that visually they become the known or seen as that expert. Their brand colors are brand design really reflects the level of expertise that they have. Okay, see the difference there? General branding, General Business Growth gets lost, overlooked, same thing

Kinsey Machos:

aim. Now I seeking to the top one% of the market that is in a very different season of business, right, they already are profitable, they're hitting great success, what they want is that elevated version of their brand that is matching the level of expertise that they stand in. Now, again, it sort of if you pull back, if you pull back and say, I'm speaking of a client, in this scenario, who offers this service, and we were really transforming our messaging and our marketing to speak to that top one %, because what we were finding is she was really moving to mainstream, right general brand design, and elevating their mindset and things like that, again, very easily overlooked, but where her highest value is really, again, that Where can she kind of capture her blue ocean, if you will, through the top one % of the market, the messaging, very different, right for a potential seven figure business owner who wants to really elevate their space in or elevate their brand in their space versus somebody that might be getting started or not. But again, when you have a more vague or broad market or message, right, you don't really you can't really control who's hearing it or seen it. Okay. So it's really important that you think about what are the different personas of your ideal client? And what journey is she on another example, a client of mine who's a life coach, she helps women find their purpose and completely elevate their life through different scenarios, right, she has different products and services. And she is finding that she's getting more of the people that are entry level, right. So she has an entry level program, that's discovering your purpose, but she also has this really high end offer that helps women write their books and become authors, like best selling authors, right. And what we're finding in her client acquisition was that she was attracting so many of these people that really just are in the beginning stages of defining their purpose. And if you look at her marketing and messaging, it's because most of her content is speaking to that, quote, unquote, entry level position. So we're gonna flip that, right. And this is super relevant to you, if you have several programs, several, several services in your brand right now. And you're attracting either a variety or inconsistency of who that is, I want you to start with that top one %. So with this life coach this plane in mind, we are going to speak to the people that want to be an author that want to change the world with their book that really want to speak their truth, speak their story, and create a legacy of movement, with their books, all the marketing, all the content is really going to be geared towards that woman, right. And of course, the ripple effect, you will still magnetize, right, because you're standing in the truth, and the power of your conviction, and that elevated message to that top one %, you will literally magnetize everybody else. So you're still gonna get layers of those personas coming to you by now you just get to down, sell them right or offer them these other entry level products or services. But we want more people to know about that best, the highest level of value that you add. So I really, I hope that if anything you take away that you have to know that just because you know who your ideal client is, it's just not good enough anymore. You really if you want to create bigger momentum for yourself in your revenue, and also your impact, right? And think about where you need to dial in your messaging in your marketing, it's about speaking to that top one % of your market. It's about calling in more of those premium clients, right? And then deciding where do we go from here, I'm telling you, you are going to create so much more traction in your marketing efforts in your content by really speaking to a very small percentage of people, right? And a lot of people are like, Why don't want to leave anybody else out? Well, even if you did, that would be okay. But you want, right? Like I said, it's the ripple effect. It's the magnetizing effect that happens when you have just like totally placed yourself right at that top one % of the market saying this is who I serve, and how I serve them that power, that conviction really, really shines. And it is such a powerful movement in your brand in your messaging that is just going to bring in waves waves of your premium client. So I really want to encourage you really get dialed in. Who do you want to bring more of in right who Who is she Where is she and her journey right that top one % What mistakes is she making in relation to the the problem that you solve? What are her challenges? What are her desires?

Kinsey Machos:

and your content marketing strategy like is all around her speak to her call her in like you were made for her. So but alright guys, I hope this resonated with you today and I hope you are having such a phenomenal, phenomenal week. I'll chat with you next time. Bye.

Kinsey Machos:

Hey, you, thank you so much for listening. It's an honor to be able to pour into the hearts and minds of like minded entrepreneurs all over the world. But my most favorite part is being able to connect with you in real life. If you love what you heard here, head over to the community where thousands of female CEOs just like you are changing the world one human at a time. We go deeper into the topics you discuss here and give away tangible roadmaps to help you crush your revenue goals to join this high caliber free community head over to https://kinseymachos.com/community. A see you there

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