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36 | How Facebook ads revolutionised my understanding of messaging and marketing
Episode 3616th November 2023 • Women in The Coaching Arena • Joanna Lott
00:00:00 00:13:32

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Have you ever seen Facebook ads and thought 'uuuhhhgg why are they so OTT?'. Jo shares her insights on the importance of effective messaging in business. She discusses her experiences with Facebook ads and how it enhanced her marketing skills.

Jo also talks about the significance of choosing a profitable niche based on passion and market needs. She emphasises the need for early validation of the niche to resonate with the target audience.

Jo also mentions her upcoming free workshop on 30 November and encourages listeners to sign up using this link.

The power of messaging (00:02:40)

Explains the importance of using specific and understanding language to resonate with clients and stand out in marketing.

Different angles for messaging (00:04:05)

Discusses various ways to bring uniqueness and specificity into messaging, such as industry-specific, expertise-oriented, and personal preference-based approaches.

Validating niche and offer (00:08:03)

Jo Emphasises the need to validate the niche and offer early on by considering the intersection of passion, skills, and market needs, and finding a "must-have" problem to solve.


The importance of messaging in business (00:11:24)

Discussion on how messaging impacts business, the nuances of messaging, and the use of Facebook ads for understanding the impact of messaging.


Using storytelling and images in messaging (00:11:24)

Exploration of how storytelling and visual elements can enhance messaging, and the importance of selecting a niche based on both passion and market needs.


Tailoring messaging to different target audiences (00:11:24) 

Explanation of how messaging should be adapted for different target audiences, such as retirees starting a business versus influencers selling to their followers.


Useful Links

Sign up here: From Generic to Genius: how to choose a profitable niche and offer - Free LIVE workshop on 23 November at 10-11am GMT.

Meet me live to prepare for a profitable 2024 in Barnes, London, on 30 November

Download the 12 ways to get clients now

Learn about The Business of Coaching programme

Connect with Jo on LinkedIn


Rate and Review the Podcast

If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.

If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com


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Transcripts

Speaker:

Hello and welcome to Women in

the Coaching Arena podcast.

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I'm so glad you are here.

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I'm Jo Lott, a business mentor

and ICF accredited coach

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Microphone (Samson Q2U Microphone):

and I help coaches to

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build brilliant businesses.

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I know that when you prepare to enter

the arena, there is fear, self doubt,

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comparison, anxiety, uncertainty, shame.

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You can tend to armor up and

protect yourself from vulnerability.

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In this podcast, I'll be sharing

honest, not hype, practical and

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emotional tools to support you to make

the difference that you are here for.

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Dare greatly.

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You belong in this arena.

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Welcome to the 36th episode of

women in the coaching arena.

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I am so glad you are here.

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I'm excited today to share my journey

with Facebook ads and how it's helped

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massively to Uplevel my marketing skills,

which were already pretty good, but

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it's like another level of marketing.

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And so how it can help me to help you even

better to really nail your niche, your

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message, your offer and your marketing.

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We'll also touch on choosing profitable

niches, crafting compelling offers.

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And we'll also talk about some unique

angles from a angle cheat sheets I will be

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sharing at my free forthcoming workshop,

where I'll go deeper into this concept.

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It is on Thursday, the 23rd of November.

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And you will find the

link in the show notes.

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It's called from generic to genius, how

to choose a profitable offer and niche.

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So I would love to see you there.

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Find the link and sign up now.

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I don't do live workshops that's often.

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So grab the opportunity to Uplevel

or create your niche and offer..

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My journey with Facebook ads started

properly only about a month ago.

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I have used them previously for a

short period but I have been working

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with a Facebook ads person this time.

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Last time I did it by myself.

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This time, I am working with someone

and I'm learning so much about how

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important the tiniest details are.

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One of the biggest lessons I have

learned is the power of messaging.

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So for example, we put out 12 videos

where I was talking about niching.

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And.

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Many of them completely bombed.

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And two of them in particular absolutely

flew head and shoulders above the others.

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So, what was really interesting

was that in order to help

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coaches see the value of niching.

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In a way that they resonated

with, and most people watched

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the video, read the thing.

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Like it was 10 times better than the other

10 videos was the way I talked about it.

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So what I said was it's time to stand out

but not by being the loudest in the room.

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By speaking your client's

language with radical empathy

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and profound understanding.

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The challenge is niching down.

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It's daunting, but oh, so critical.

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It's about making your client think, wow.

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They truly get me.

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Rather than some of the other videos

where I was perhaps not coming

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from such an understanding angle.

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So you can take this into your

business too by really noticing.

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What takes off and reusing using those

particular words, that particular content.

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It's about point of view marketing.

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Having a view.

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Showing your understanding and not

just creating something super generic.

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Another way you can stand out is by

being really specific in your messaging

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so, how can you bring in.

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Your unique edge into your niche..

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Many people are nervous about

narrowing it down even further.

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And I completely get that.

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But it really can help.

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So let me cover now, a

few different angles.

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You can bring into your messaging

to help it to stand out.

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So you could go.

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Industry specific.

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So for example, people in

the oil and gas industry.

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You could help the tech industry.

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So industry specific it's one

way you can really hone in to

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be an expert in that space.

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Another way is expertise

orientated audiences.

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So that is kind of more about the

I help lecturers or I help artists.

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So maybe you are talking more

to the expertise that they have.

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Another way you can do it

is talk to that aspirations.

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So you might be talking to.

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Part-time entrepreneurs you might be

talking to people who are pivoting

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from their profession to a business.

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You might be talking to

aspiring early retirees.

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That sounding very tempting right now.

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How lovely to be an early retiree.

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Another way of doing it is to talk

to their personal preferences.

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So home-based caregivers,

fitness and wellbeing followers.

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People who support sustainability.

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Well, you might be talking

to their life experience.

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So individuals post divorce.

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People who have overcome illness,

maybe survivors of bullying.

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So they're not falling into a

specific group that you can search on

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LinkedIn, for example, but they have

been through a specific experience.

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So there are so many different ways.

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And what seems like, a, Basic discussion

is actually extremely nuanced and it's

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these nuances that help one person

succeed and one person not succeed.

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So it's super, super important.

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And like, I was just talking about,

using Facebook ads and how the

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slightest difference in the exact

same message has really helped

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me to see how very important.

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Even the tiny things are.

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So I'm excited to be running that workshop

where I'll go deeper on this stuff.

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But I hope today's episode will

help you to have that mindset shift

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and realize that marketing is an

art and it's something we need to

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practice and continuously improve.

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And enjoy.

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I had a lovely email from someone who had

watched my automated webinar recently.

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And it's helped her nail, her niche,

overcome hurdles about being visible.

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So how can you not love marketing

when I can do that for someone in an

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automated way as well, even better,

it's not taking my time, but I'm helping

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somebody to move forward in their

business and move forward in their life.

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That is why I love marketing.

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And that is why you could love marketing

too, because small things make a

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huge difference in people's lives.

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And I'm guessing you want

to make a difference.

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Yes.

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I know you also wants to make a living.

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And I'm all for that.

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That is the work I do.

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There will be some people who you

can move forward in a free way.

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And there will be other people who you can

completely transform in a paid capacity.

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Let's talk about choosing a

profitable niche and offer.

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The criteria for selecting a niche.

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Isn't just about following a passion.

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Because we also need to think about

the intersection of what you love, what

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you're good at and what the market needs.

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And this is the bit

that people often miss.

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And you want to, like Seth Godin

says one of my favorite marketeers

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run around with a key, looking

for a lock rather than finding a

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lock and fashioning a key to fit.

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So we find the problem and

then we fashioned the key,

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whereas it's so tempting to just

sort of sits around all day.

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Thinking about our niche,

thinking about our offer.

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Designing things that may

be no one will sadly want.

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So that is why I always

recommend validating your

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niche and offer very early on.

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I asked people to do this within

three weeks of starting my program.

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And people never want to do it.

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They always want to rush ahead.

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I want to feel like I'm doing something

I want to be marketing, but the sad

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thing is you're going to be wasting

a lot of time, perhaps building

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a business that doesn't resonate.

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That isn't a problem that is important

enough for people to want to solve.

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So, is it a must have, or is it a nice

to have and how can we keep working

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until we find a must have niche

and offer not just a nice to have.

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I often talk about a bleeding neck

issue, something that they need to

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sort out now because it's serious.

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Versus a sprained ankle that

they're just gonna limp on by.

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And this is where understanding

your audience's pain points and

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aspirations becomes really crucial.

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Another thing I have learned from

Facebook ads is the art of testing.

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So the Facebook ads person I'm

working with has probably 20

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things out there right now.

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When, for example, when I was running

Facebook ads, I just have my one

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ad up and thought that will do.

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And, what she's done differently

is the art of messaging.

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How important, just that same thing that

I'm promoting, but how a different spin

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on it can really help to capture people.

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So again, in your marketing

is about really noticing

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what do people resonate with?

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How can you bring in a story?

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Or some sorts of points of view that

is different from being super generic.

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Another thing I've learned from Facebook

ads or actually I knew already, but it's

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really, really highlighted that again.

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Is what I call my front door back

through all the, so are you talking

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to their front door problem?

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Is it the thing that they say to their

friends that they really need, or is

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it something that's bothering them?

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Probably the real problem.

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The backdoor.

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But the thing that they

are not prioritizing.

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So for example, in a business

sense, what I notice is what's

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holding those people back.

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Is disorganization, lack of

decision-making, confidence.

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Self-doubt, all of those things.

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But sadly, if I promoted a program

that was going to help you with

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a lot of that, you would think.

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That's nice, but I haven't got the

money to invest in that right now.

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I need to get some clients.

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And so that's the difference

for you in your messaging?

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Make sure you are talking to the

thing that they really are consciously

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aware is the problem, not the thing.

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That's actually the problem.

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So again, another example is when I was

trying to help my friend to get a job.

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But it wasn't helping her to get a job.

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I was saying you're really

lacking in confidence.

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I can really help this self doubt

and this worry in this confidence.

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And she was like, no, thank you.

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I'm busy right now.

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I need to get a job so

I could have just said.

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Come work with me i'll help you get

a job and along the way yes the first

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thing she's going to tell me is oh,

no i can't go to that job because

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i'm really nervous and then we would

have been able to deal with that.

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So it's about always leading with

that front door problem and knowing

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that along the way you will be

dealing with back to our stuff as well

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In this episode we talked about how messaging -the way you say what you

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say Has a massive massive impact on

your business We talked about how

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using facebook ads has really helped

me to see how nuanced this discussion

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is which is why i'm excited to run an

updated workshop i haven't run this

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one before To really dive into the

nuances that you need in the current

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competitive market that we are in.

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I talked about how important it is

to really notice the things that

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take off and how you can bring in

storytelling how you can use images to

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really stand out .How you can select

a niche that isn't just about passion

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but it's also about market needs.

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How you can bring different angles into

your messaging to really speak to an

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individual need so for example if you're

talking to someone who is retiring

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and wants to start a business They're

going to have very different needs

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to an influencer who wants to create

something to sell to their followers.

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What you're showing them will be very

different and how you're speaking

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to them will be very different too.

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I will be showing lots more examples

in the workshop on thursday 23rd

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of november 10, till 11 GMT.

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i cannot wait to see you then.

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And like i say at the end of every

episode trust yourself believe in

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yourself and be the wise gardner

who keeps on watering the seed.

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Thank you so much for listening to this

episode of Women in the Coaching Arena.

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I have a mess of free resources on

my website joannalottcoaching.com.

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That's Joanna with an A

and Lott with two T's.

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joannalottcoaching.com.

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And I'll also put links in the show notes.

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Let me know if you found

this episode useful.

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Share it with a friend and

leave me a review, and I will

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personally thank you for that.

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Remember to trust yourself, believe

in yourself and be the wise Gardner

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who keeps on watering the seed.

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Get into the arena dare, greatly and try.

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