Let’s talk about how you can work on making money in your business. You should have the successful business you deserve so you can reach out to more people and make the different you’re looking for! That’s the whole reason you got into this business! You want to end the suffering, spread the good word and provide holistic and alternative options to more people. But first… it starts with you building a very successful wellness business, so don’t fall into these 3 Lies You Tell Yourself that are Sabotaging Your Business.
I’m specifically talking about the three lies you tell yourself about your target market. Stop surrounding yourself with myths! This is so foundational to successful marketing. Let’s talk about these self-sabotaging behaviors that you are subscribing to that are killing your business. But most important, let’s work on turning this around by focusing on specific action steps.
1. I’m Just Getting Started
This is you. You’re thinking you just opened your practice, you’re just getting started and you’re not sure who you specifically want to target. I’m brand new!
2. I Don’t Want to Turn Anyone Away
You’re thinking you can help everyone. You want to help a lot of different people. Well, I’ve got a lot of powerful words for that!
3. I Don’t Need a Target Market
You’re telling yourself you’ve tried it and it just doesn’t work for you. You get crickets. You’re doing “all the things”. Um, no.
First and foremost, marketing IS targeted! To have successful marketing, it has to be a targeted message. When you go out into the marketplace and try to be everything to everyone, nobody will even end up hearing anything.
You’re just like vanilla and people keep walking right on by.
What I need you to hear is that even if you’re not sure who you want to target and you’re just getting started, it can evolve and change. But, YOU’VE GOT TO PICK SOMETHING or nobody is going to hear you. You may have already experienced this. I’ve seen it time and time again.
Say you’re new. You go out and make an effort, which is fabulous. You’re out networking, you’ve put up copy on your website and you’re chugging along. But it’s all just so vanilla! It’s so much about YOU! It’s not about anybody else or what you can do for people, and as a result, nobody is responding. And now your confidence is going down.
Instead, make it targeted. Make it very helpful for that target because it’s going to build your confidence. You’re going to have a much stronger message and you are going to show up with more confidence, which people will respond to!
So stop telling yourself you don’t need this! Maybe you don’t even know you need this, but you do! I know it can seem limiting to just pick one lane. You’re not sure whom you want to target.
You can evolve naturally over time!
But you definitely need that targeted marketing message to get people’s attention. Once you get their attention, you can start talking to them a little bit more in-depth about what they’re looking for and how you can help them.
This can bleed into the other component that I hear people say a lot – “I can help more than one person! I would love to help more than one person!”
Fabulous! If the phone rings and they’re not in your target market and you want to take them on, I say abso-freaking-lutely! I’m not talking about who you’re going to say yes to in your practice. I’m talking about teaching you that you have to have a targeted and focused message to be more powerful for your business.
Because not being focused doesn’t produce long-lasting results. It’s a foundational step in your business!
The interesting thing about this is that you feel like you’re excluding people. But, because you’re showing up in the marketplace so powerfully, clear and consistent, more people end up being attracted to you outside of that market. It’s just the way it works and you’ll have to trust me on this one!
A colleague of mine has a brand that is “Leadership Girl”. She markets to women, but ends up having tons of guys come to her. It’s because she’s so effective at marketing and social media, and she can decide if she wants to say yes or no. But the key is the target!
This can ultimately bleed into you saying that you’ve tried it and it doesn’t work. You’re saying, Michelle, I’m still getting crickets! I’ve had clients in your shoes. I get it. But here’s the problem: You’re not going deep enough.
Let’s say you’re someone who went through a one-page worksheet on identifying your ideal client. You found it from some “guru” and was a free download. Well… you’re probably not going deep enough! Or you haven’t taken what you learned and crafted it into a powerful message that is consistent.
If you’ve done some of this work and aren’t getting any responses, go back and look at the elements again!
Did you go deep enough?
Did you craft a message that was in their language? Not the “wellness speak”. In THEIR language.
Have you been doing it consistently?
It really does take some time.
I’ve done this. I’ve done it poorly, just like some of you. But now I’m rocking it! It works! I had to learn the hard way and I want you to avoid my mistakes. I’ve implemented it for my own business, for my clients’ businesses and I’ve learned from the gurus. The people whoa re getting real results, seven figure results, in their businesses.
So where do you start with this? Let’s talk about actionable information you can use. You need effective marketing and that begins with great targeting.
Do the research! I’m doing research day-in and day-out, week after week. Understand their language and what they are struggling with.
I know that can feel overwhelming, so let me give you one of two options that I want you to implement.
1. Go To Amazon
Look at the book section and type in your topic. Look at the bestselling books in that niche and head over to the review section to read what individuals are experiencing. This can be powerful and transformative to learn their language. I will copy and paste this language into a spreadsheet, so it’s readily available moving forward.
2. Forum Research
Head over to Google and type in the topic you are looking for. For instance, type in fibromyalgia, the plus sign, and the word forum to find forums related to the topic that you’re tagging. Now look for their pain points. Copy and paste this language into a spreadsheet and start looking for commonalities in there!
These are the first couple steps to do to really dig into your target market. It will put you in a position to understand what they’re struggling with, as well as to craft the perfect message to reach them. A powerful message that you can use when introducing yourself locally, one-to-one, at a networking group, speaker events, etc.
Use this information in the copy on your website! You will use it when you create an opt-in for your website. You’re going to use it on social media. You’ll use it to come up with topics on your blog.
You’re going to basically use it every single place you go and it will be the foundation to truly creating marketing that is effective in getting results for you and your business!