Business owners who seem to effortlessly articulate their expertise often have a secret weapon: a solid framework. It’s not about memorizing pitches or rehearsing lines until they’re perfect. Nope! It’s about creating a structure that not only clarifies their own understanding but also resonates with others. You ever notice how some folks can jump into any conversation and just nail it? That's because they’ve taken the time to develop a framework that makes their message clear and engaging. In this chat, I dive deep into why frameworks are essential and how they can transform the way you communicate what you do.

Let’s break it down: first, what exactly is a framework? It’s a basic structure that underpins your expertise, allowing for clear communication without the fluff. Think of it as the backbone of your message. When I crafted my first framework, everything changed for me. Suddenly, discussing my work felt natural and organic. I could share my insights without the pressure of remembering every detail. It was like putting on a comfy sweater—easy, familiar, and totally me!

But that’s just the beginning. A framework not only reflects your unique experiences and insights, but it also positions you as a thought leader in your field. You become a category of one, making it tough for others to copy your style and approach. This episode isn’t just about theory; I’ll walk you through the nitty-gritty of creating your own framework, from understanding your audience to articulating your message clearly. So, grab a snack, kick back, and let’s get into the juicy details!

Takeaways:

• The best business owners make their expertise seem super easy and natural.
• Creating a framework can help articulate your expertise clearly and consistently.
• Good frameworks arise from deep understanding and reflect real patterns from your experiences.
• Having a unique framework positions you as a thought leader and makes you hard to copy.

Ever noticed how the best business owners make their expertise look so effortless?

Like, they can jump on any podcast, hop into any conversation, or show up in any summit, and articulate exactly what they do and how they help without sounding rehearsed or salesy or like they've given the presentation a million billion times before.

So here's what a lot of people don't realize.

It's not that they're memorizing a perfect pitch, or they're memorizing their structure, or they're memorizing how they do something.

It's all about the fact that they created a framework that makes their expertise make sense.

And it doesn't just make their expertise make sense and, like, what they're trying to teach makes sense to you, but it also helps them to make sense of it for themselves when they're in any environment, any circumstance.

When I created the first framework, I noticed everything changed.

Not only was I positioning my program in a really unique way, but suddenly talking about my work felt natural.

It felt easy.

It felt like I could go on any podcast, any summit, talking to anybody in the DMs, and I could break down my expertise and break down the process in a way that felt really connected.

It was no longer like a jumbled mess.

It was a circle.

It was a framework.

And it was something that I could just talk about with no prep.

From that point on.

Today I'm going to share with you how to create your own framework.

So anytime that you were talking about offers your expertise, it's clear that you know what you're talking about.

You're the expert, and you should be trusted.

So what is a framework?

And I love this really basic definition of what a framework is.

And it's literally just a basic structure underlying a system, concept or a text.

And good frameworks aren't created just for, like, the sake of having one.

They emerge from truly understanding your topic.

They should reflect very natural patterns and connections that you've discovered through your unique lived experiences.

What?

When I first tried creating a framework for my DM sales process, I made the mistake of forcing an acronym.

And when I stepped back and look at what actually worked with my clients and what worked when I was selling the DMs, the real framework emerged naturally.

So if you're kind of like, okay, why do I want to have a framework?

Number one is it positions you as a thought leader.

It makes you really hard to copy.

Like, it is so easy to create a website these days and just regurgitate information from AI or a course you took or a book that you read.

But having a framework makes you really hard to copy.

It makes you truly like a category of one in whatever it is that you teach.

Because when you're teaching a course based on a framework, you are naturally building the steps in that course and the modules based on that framework, which somebody can copy the course, but they can't copy the framework.

It just won't work.

It also helps you articulate what you do clearly and consistently.

And in this world, consistency is one of the most important things you can do for your brand.

Whether you're recording a TikTok, a YouTube, on a podcast, guesting in somebody's summit, or in somebody else's community, your consistent message just has to be there through it all, that through line has to show up.

It also helps you to get away from vague concepts and really, like, stand in your expertise in a way that connects with your audience and also is memorable.

Like, you can't be memorable and be vague at the same time.

And you get to stand on your secret sauce, which is super cool.

Everybody wants a secret sauce and something that, like, makes them special and makes them like the it person for whatever it is you do.

So a framework helps you to really stand on your secret sauce.

And by creating a signature framework, it tells everyone that what you teach can only be taught by you.

You're not taking it from someone else.

This is your signature approach.

This is your skill that you honed over the years.

Also.

And a framework also makes your job really easy to deliver consistent results with and ensure that everyone is getting the same experience when they work with you.

For example, think about going to a restaurant and you order a mocktail, and there is a very specific restauran recipe that ensures every drink tastes the same and is providing the same experience.

And that's what you want to create the same experience for every student, every member, every audience member.

You want everybody to have the same experience, so hopefully they can get the same results.

Now, yes, like, a lot goes into, obviously, delivering results.

Like, you can't make somebody do something, but you want to at least make sure that everybody gets the same experience when they work with you or learn from you.

So I want to move on to what makes a good framework.

And then we'll be talking about how to create your framework.

So it's gotta be simple enough that you can remember it, but also deep enough to have some meaning and deep enough that you're able to infuse stories throughout.

So, like, one of the steps in my sellen dms framework is nurture and note.

And I can tell a story on how to identify what stage of the buyer's journey a lead is in by telling a story about questions that I've gotten in the DMs.

And it's a way for me to remember what I'm talking about when I'm talking about it and how it all connects.

And it's also super simple that way.

It should also follow some sort of a logical progression, which we will talk about more here shortly.

It should address a very real pain point or a very real struggle that your audience has.

So if you aren't that familiar with your audience and you don't know what they're struggling with, and you don't know exactly what it is that you're going to do, take the time to do some calls with some clients, do some calls with some people online, and just really get a better understanding of their pain points and their problems, because that's going to direct everything moving forward.

Your framework should also be able to be explained in different ways for different audiences.

Like my sell and DMS framework.

I can explain that for service providers, I can explain that for course creators, I can explain that for YouTubers trying to sell sponsorships.

But I can explain my selling DMS framework to any audience that you put me in front of.

Which is why I've been in summits teaching how to sell in the DMs with a ton of different audiences, from course creators to summit hosts to VIP days to Etsy sellers.

Even, like, I can explain my framework to any audience you put me in front of.

So that's one of the ways that you know if you have a good framework.

And it also should work as a teaching tool, but also as an implementation guide, like my stellar DMs framework, which I promise I won't keep using that as an example.

It just is a good one, in my opinion, is it is literally going through the modules.

As you go through the modules, you are going through the framework and you are learning the framework and how the framework works.

So it works as a teaching tool as well as an implementation guide in that way.

And if you're like, okay, cool, so I know it makes a good framework if you stick around to the end, I'll tell you a little bit about how to test your framework and start to get used to using your framework.

So stick around for that.

But let's go into the framework creation process because like all of this so far has been theory and I really want you to be able to do this for yourself in your business because it is such a game changer.

So number one, you're going to start with the problem.

And this really comes down to needing to understand your audience.

So I want you to document the before state of working with you or learning from you.

I want you to list out every pain point and every struggle that your audience faces.

Nothing is too small and nothing is too big to write it down.

And you have to focus on actual pains, not aspirations, actual pains.

Here you have to get clear on the emotional experience and not just like the practical problems because those are going to come in later.

And it's really easy when you are trying to start with the problem and really that like deep understanding of your audience to want to jump to the solution.

But I really want to encourage you to resist the urge because we're going to get there next.

Step two is defining the end result.

So this is where you need to have a clear transformation.

What do they want?

Where do they want to be?

Why are they coming to you?

Like what are they trying to have in their life?

What specific transformation are you delivering?

And when you can document that after state in detail, that is when you are really on the right track here.

Something else I really like to think about when I am sorta building out a new framework is what metric is going to indicate success at this point?

And I like to start to just think about that as I'm doing this.

Even though I'm not like yet where I'm creating a diagram or creating some sort of graphic, I like to just start to think at this point what metrics are going to indicate success?

Is it they've done a certain thing?

Is it they've achieved a certain amount of revenue?

Is it they've created a certain number of content?

Like what is going to indicate success and what becomes possible after working with you.

I want you to write all of that down.

So again, step one is about the pain points and step two is about the end result.

Now at this point, I want to stop you for a quick second because like I said earlier, anybody with a website can just throw up information and position themselves looking like an expert, even if they're not.

So I want you to do a little integrity check with yourself and verify that you are an expert.

So number one, have you done what you're doing or what you're trying to do for others and not just yourself?

Because there is a big difference between having results for yourself and having results for other people.

Review your client success stories, document your aha moment Experiences and check in that you can speak to each step with conviction and do a gut check.

Like, does this feel aligned with your expertise and with your experience and with your real world like experiences?

All right, moving on to number four.

Because if you feel like you've passed the gut check, I'm so excited because this is where things get really fun.

You're going to map the journey.

So, so write down every single step between the before and the after.

You can also look at your actual work process with clients.

Personally, I have a whole bunch of SOPs that I can look at whenever I'm trying to create a new framework and I can go through it and I can say, okay, here are the steps that happen between whatever it is I'm trying to do.

Identify any critical decision point and any critical milestone in the process.

This kind of goes back up to what metrics indicate success that we talked about a little bit earlier.

But figure out like those decision points, those milestones, and kind of highlight them or circle them while you're writing down your process.

And know where your clients typically get stuck.

This is something a lot of people skip when they're trying to create a framework or they, they're trying to create some sort of content.

Is they like forget where clients typically get stuck because that is something that you might need to build into your framework in a different way.

So number five, streamline and structure.

I need you to go up through that list of steps that you made and remove anything that's redundant as well as combine anything that's related.

You really don't want to have more than, I would say, seven steps to your framework because when you get past seven, it's hard to remember.

It's also hard to create and it can also be really confusing.

So I'd say no less than 3.

I feel like 4 is probably the best number here and no more than seven because then it just gets too hard to remember.

And one of the things that your framework has to be is memorable because you have to be able to remember it as well as your audience and people that are learning from you.

So make sure that you are simplifying as much as you can here.

So you're going to combine related elements.

You're also going to identify anything that is non negotiable.

So anything that cannot be like crossed out, anything that cannot be skipped.

And you're going to want to ensure logical progression through the steps.

You also want to ask yourself how someone will know when they graduate to the next step.

And I know I keep bringing Home.

This kind of idea of how somebody knows when they're ready to move to the next step, where do they might need to make a decision?

What metrics are there?

Like really get clear on how someone knows when they graduate to the next part.

I actually remember a few years ago I took a course in creating a membership and in the first module there was a whole success roadmap and it was his version of a framework.

And it was actually really cool because it was kind of gamified and it literally looked like a candy crush map.

And before you could move on to the next step it was like, do you have at least one of these things?

For example, it was like the title of your membership or the tagline.

Like there were things that made it so you couldn't move forward or made it so you knew if you were at a certain stage.

Number six is you're going to choose your shape.

So your shape is your visual story, it is what emotion you want to convey.

So think about it.

If you are showing a linear chart that's going to show like a linear progression, it's going to show a clear progression.

However, circle can kind of imply there's like a continuous improvement.

For example, my cell and dance framework that I've shown is a circle.

So that shows continuous improvement.

It shows that it's not building on one another necessarily, but it's very like relationship oriented.

A pyramid shows kind of building blocks or it show that there is like a foundation there.

Right.

A matrix can show relationships between things.

So shapes can really match how the transformation happens.

So test to see if shapes can help you to explain the process.

So think about the shape that makes the most sense for your transformation.

Number seven is make it memorable and make it usable.

So give it a purposeful name.

Like mine is sell and DMs framework.

Why?

Because it teaches you how to sell in the DMs.

Use clear and consistent terminology.

And one of the ways that you can do this is like if you are creating this framework for a course, you can use that as like you can use pieces of your framework as the title of modules or the titles of specific lessons.

And that can be a way to really tie it back together and make it more memorable to your people.

Similarly, if you are doing some sort of a training, a guest training.

Your slides can actually tie back to key parts of your framework.

One of the ways I do this is I actually, actually have a training that I do that is called something like how to build a successful marketing strategy basically.

And what I will do is I will show like kind of an overview of the method that I teach and then throughout the presentation I will have like a little like sub note of text on there that's like this is covered in da da da da da.

Part of the framework, you're going to want to keep the language simple yet powerful.

So don't use words that you can't pronounce.

Don't use words that are confusing.

You're going to want to be as simple as you can here and create supporting visuals.

So that can be colors, that can be arrows, that can be like a little like push pin sort of thing on top of some part.

But test explanations and test them with different audiences and over time you will start to hone in on like what really works for the thing that you are trying to teach and what you are trying to show.

And last but not least, I want to talk a little bit about validating and refining.

The best way that you can do this is actually by testing your framework with someone outside of your industry.

I love to talk business with my husband because he is not on social media, he is not in marketing, he is not chronically online.

He is like the perfect person for me to try to explain something to because he doesn't know he.

We live in different worlds.

He is an electrician and I'm a creative.

I'm in marketing.

Right?

So we can talk about things and really see if the way that we're explaining it actually makes sense or if it just makes sense to us.

So don't talk to your bestie.

Actually go to somebody outside of your industry and try to explain your framework to them.

Can you use it to diagnose real problems?

So what I want you to do is like look at your framework and see if you can diagnose a problem by using the framework.

Can somebody ask you a question and are you able to answer that question by pointing to a specific part of your framework?

I also want you to practice explaining it in different ways.

One of the best things that you can do is actually just a series of live videos on Instagram or Facebook or YouTube or wherever it is that you have an audience.

And start explaining your framework in different ways and make sure that it is making sense.

That is how you're going to validate and refine your framework is by practicing and explaining it and explaining it over and over and over again.

And don't be afraid to refine your framework as you are learning, because testing and validating and making sure that it makes sense and can stand the test of time is such an ongoing process.

So and as things change, this is going to change as well.

So make sure you are practicing to explain it in different ways.

And as you are explaining it and as you are doing live videos and as you are rinsing and repeating the process, don't be afraid to refine it.

Don't be afraid to change words here and there.

Don't be afraid to talk about different stories with it and see what sticks, what makes people's eyes light up, what makes you get the questions that you want to get to talk about your offer.

So last but not least, I want to leave you with how to actually use your framework in your day to day marketing life, right?

Like how do you apply your framework to things like podcasts, conferences, events, webinars, live trainings?

Like how do you actually apply it?

So when it comes time to using your framework, just get used to explaining it.

You can't just like vomit out your framework.

You have to explain explain it and deliver it.

You have to infuse stories into your framework.

So one of the best things you can do right now is start by using your framework in live videos and just get used to explaining it.

You're very, very, very quickly going to realize where you're losing people and you'll be able to make those tweaks and it'll just make you stronger moving forward.

If you like this video, I would love it if you would give me a thumbs up and subscribe so you never miss a video.

I'm currently in the middle of a YouTube challenge, so for the next three months I am posting as many videos as I can possibly create.

And yeah, if you'd love to learn something specific, please drop a comment.

And in the meantime, I will see you next time.