→ Join my FREE live workshop, August 27th at 12pm EST, where I’ll help you fix your messaging in 90 minutes so you can start seeing consistent $10-$20k revenue months → https://get.embodiedmarketing.com/messaging  

You’re not making sales because your messaging is talking to the wrong person.

Most entrepreneurs create messaging for who they think their customer should be instead of who they actually are. Your real customer is emotional, overwhelmed, and making decisions based on feelings they can’t even name.

In this episode, I’m sharing the psychology behind what actually drives sales, why your expertise might be keeping customers away, and how to speak to the person who’s actually going to buy from you. If you’re tired of creating content that gets ignored and offers that don’t convert, this episode will show you exactly why your messaging isn’t making sales.

Key Takeaways

• The core desire method—how to identify the ONE emotion that drives every purchase and speak directly to it (most people get this completely wrong)
• Why educational content is pushing buyers away—what experts do that keeps ideal clients from saying YES to your offers
• The messaging shift that makes offers irresistible—why your audience doesn’t care about your process and what they’re actually deciding in those crucial first seconds

_____________________________________

More ways Embodied Marketing can support you:

If you’re ready to hand off your entire marketing strategy (from funnels to ads to copy) and finally get the expert team you can trust, apply here and let’s talk: helpmystrategy.com

SUBSCRIBE & REVIEW THE PODCAST!

Thanks for tuning into this week’s episode of the Embodied Podcast! If this podcast has added value and helped you in your business journey, please head over to Apple Podcast, subscribe to the show, and leave us an honest review.

Your reviews and feedback will not only help us continue to deliver great, helpful content, but it will also help us reach even more amazing entrepreneurs just like you.

♥ LISTEN ON SPOTIFY

READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

What are things that you know your ideal customer is doing that doesn’t work? What is one lie that you believe in your industry? Humans only and always take action based off of emotion. Every ideal customer has a core desire and a core problem or frustration. You need to be crystal clear on what that was.

You wanted to get people thinking. You want people to not be able to look at the same situation again. Embodied CEOs don’t chase trends. They pave the way. They lead from within. Move by purpose, unshaken by noise. When you are the source, you do not need permission. Hello everybody. Welcome back to the podcast.

I hope you guys are having an incredible week. I decided today’s podcast episode would be centered around messaging. I put up a little sticker on my Instagram stories ’cause I was like, I’m recording a bunch of solos today because I left it for the last minute until I leave for a month, of course. And what do you want me to talk about?

And I had a handful of you request messaging and positioning and so I thought I’d highlight three pieces as it relates to your messaging. If that can really get you thinking how to improve it, elevate it regardless of where you’re at. If you listen to my podcast, then you know how much I talk about messaging and how important it is and how it’s the foundation of all of your marketing, making sure that you really have that deep understanding of your ideal customer.

The ability to communicate with them in language that they would use and tie, whether it’s your free lead gen, it’s your paid offer, or whatever it is. Tie that to what they really want and how important that is for the success. Like you can have an okay strategy and okay ads, you know, execution, you can’t have Okay.

Messaging. You have to have top-notch messaging. And most of the time when I see something not working, it comes back to the messaging because it takes time to optimize. It takes time to create depth. It takes time to refine your language so that it’s exactly what your ideal customer would be saying.

It’s an ever evolving process, an ever improving process. So I wanted to talk about three things that will help you get some clarity around this and just maybe spark some ideas. The first one is you have to get to the core desire or, and or the core frustration or problem. People make decisions based off this.

They make all decisions based off of either I’m trying to get here and I’m not there yet, and I have this desire, I have this dream, or I have this problem. I need to solve this problem. And then there’s also both, right? There’s, I have this problem and that’s what’s stopping me from getting to this place that I wanna go.

So every ideal customer has a core desire and a core problem or frustration. You need to be crystal clear on what that was, what that is in one single sentence that your ideal customer would say to you if you were speaking to them. Mine, and it’s simple, right? Like mine is I need a marketing strategy that generates me sales and doesn’t cost me a bunch of time.

And everything I do is surrounded around that. Like my marketing strategies, my webinars, my offers, it’s all about giving you a custom marketing strategy that’s gonna get you sales. All the other pieces fall into place, but that’s the baseline of it. Frustration problem is I’ve tried a bunch of things, I’m overwhelmed.

I am throwing spaghetti at the wall and nothing is working. I don’t know if my business is gonna work because of this. So what is that core desire, that core frustration? I was having a conversation with my chiropractor, who is incredible at what he does. I see him every week because I train a bunch and I see him for just preventative injury.

Preventative because I’m putting so much stress on my body training, and he’s gotten really into my training. So he did our, my challenge and he’s been a part of a lot of my marketing and I was talking to him yesterday. And I said, you know, is your ideal person that comes into this office, somebody who’s in pain or injured and wants to solve that?

Or is it somebody who’s an athlete like me and wants to take their trading to the next level? Because those are two different angles, right? Somebody in pain who has an injury and wants to heal their injury and not be in pain anymore, we’re gonna heavily focus the messaging around frustration. Pain problem, like you need to solve this problem.

Somebody who’s an athlete and why I go and see him is gonna be focused on desire. I want to be the best athlete possible. I’m putting in this much time, and I want to be in the best shape. I wanna perform the best. I don’t wanna get injured because then if I got injured, it means I’d have to be walking away from my training.

And so he said, it’s the person, it’s the athlete. It’s the one who wants optimal performance because they’re the ones who come in every single week. Like I can help the person who’s in pain, but it’s the athlete who wants the optimal performance, wants to take things to the next level. Basically, I’m his ideal customer.

And so we looked at his visibility ad that he created in my challenge, and both of them were centered around pain because he can help that person, right? And I’m like, but you just told me that your ideal customer is somebody who has a desire to be an elite in the best performance. Possible. So it’s things like that, right?

Like, and he’s done a lot of work on his messaging and we’ve had a lot of conversations, and so getting clear on who’s the ideal customer. Now, does that mean that he’s never gonna get somebody who comes to him who’s in pain and wants to heal an injury? No, he’s still gonna get those people. But who are we trying to directly talk to and what emotions and specific language are we trying to play off of?

So that’s the first piece. You’ve gotta be clear on that. If you’re clear on that, it drives everything. And so when I talked to him, this is the direction I took it, is I was like, what if we record you know, like you working on me and we have B-roll, and you do a voiceover and you get people to feel like the fomo, right?

Because if I’m an athlete and you tell me if you’re not doing this every single week, you are not gonna be hitting your max lifts and your fullest potential in your training. And you might get hurt. If you said those things to me and what I was like, I don’t know what that is, you’re the expert. Like, is it something that you do when you, you know, analyze me or whatever?

If you told me that and I saw an ad that was like, if you are working out a bunch, you have a goal that you’re training for and you’re an athlete, we have a lot of, high school students here who like sports is very serious in, in Texas. So they are his ideal customer too, right? Like the quarterbacks on the football team.

And if you tell them and you tell their parents like, if you are not doing this, then you are not playing at your full potential. You’re missing out or, and or you may get hurt and therefore that’s gonna impact your goals. If you told me that, I’d be like, I’m listening. ’cause I need to know this ’cause I have this desire and now you’re speaking to that desire and now I’m interested.

So that’s the direction I took it. And I, and I thought this was a good example because you could see how it’s like, it’s not like the first ad that he came up with, the content was bad. But when I dug deeper into his ideal customer, it was like, well, that’s not really who I’m going after. The messaging.

And the other thing I said to him, I don’t know if this will help you guys, but I was like, you know, your ideal customer doesn’t really care about education. Like, I don’t care about how you’re getting me this result. You know, as the chiropractor, I don’t care about the steps that you’re taking to. F, make sure my body is functioning well.

I just want you to do it. So you have to play to and speak to the outcome of it and not explain the how. And I think that’s hard for experts because what he wants to do is explain how your hip flexors are tight or this is happening or that’s happening and that’s why it’s causing, it’s like I don’t really care as the ideal customer.

If the reason is my hip flexors are tight. I just want you to solve that for me because I want the outcome, which is. Pain-free training at a high volume at my highest performance. When you’re an expert, a lot of times we think there’s value in explaining the context of why or the, the educational content.

And of course there’s a time and place for educational content and you know, I use educational content to get you guys to see process and whatnot, but you’ve gotta put yourself into the experience. Of the person and what they care about. And if you look at people and understand they are most focused on themselves.

They don’t care about really a lot of other things, like that’s reality of humans. We’re pretty selfish. So cater your marketing and your messaging to that. The second thing is disruption. I had this a lot focused in our live event. I did a whole workshop pulling out for people disruptive content ideas.

And the way that I did that, and some questions I’ll give you guys is I asked, what are things that you know your ideal customer is doing that doesn’t work, that’s not gonna get them where they wanna go, that is not gonna get them to their goals? What is one lie that you believe in your industry? Yeah. I also asked, oh, what is the biggest cliche in your industry that you don’t believe in?

So I asked questions to probe, like, what do you believe that other people in your industry don’t or they don’t realize, or that you could disagree with people? So my chiropractor, I was like, you work on me for 30 minutes. Most chiropractors, you go in and it’s like 10 or 15 minutes and then I get charged $90.

You actually go deep and and work on me in a different way. And also it’s not just an adjustment. It is deep tissue work that he’s doing. It’s way different. It’s like different than I’ve ever had. And I said, so you need to call out the fact that. Other chiropractors are not going to this depth and therefore it’s not working what they’re doing, which he did that a little bit in his original video.

But again, what are those disruptive polarizing statements? And something that you can do and actually leverage chat GPT for is, it’s pretty good at coming up with like one-liners. So if you brain dumped and you fed it something that you believe, you can ask, chat and say, come up with a one-liner statement.

And those are great for you to have because you wanna have these statements, these beliefs that actually can become a part of your brand. So one of mine is marketing always works. It’s just a matter of when chat didn’t come up with that, right? I’ve had that for years. But these type of things that I believe I wanna, I bring those in my marketing to the point where people repeat them.

People associate my brand with them. And you also, when people hear this, you want people, you want it to get people thinking. You want people to not be able to look at the same situation again. If we use my chiropractor as an example, since I’m talking about him in this episode, and we look at you know, if I saw a video that was like.

You’re training a bunch. If you’re not having this type of work done on your body, you’re not maximizing your training, and most chiropractors are only doing a 15 minute adjustment and not getting into deep tissue work or whatever. If I heard that now, every time I, let’s say I’m going to a chiropractor who’s doing a 15 minute adjustment, now I’m gonna be like, but wait, why are they only doing it for 15 minutes and he’s doing it for 30 minutes and he’s doing more than just the simple adjustment.

I’m gonna question it. I’m not gonna be able to look at the situation the same again. It’s a perspective shift. That’s what you want people to have when they consume your content because that builds authority and it builds trust and it builds connection. Last thing is the authenticity, which kind of ties into the disruption content, but then it’s like, okay, what makes you different?

And if I were to ask you as related to the disruption content, if you answer the question of, here are the things that most people in my industry do wrong. And these are the things that they’re not seeing. These are the things that they’re missing. It’s why they haven’t gotten to where they want, et cetera.

Okay. Now what are the things that you do that you believe get somebody to where they wanna go in a better, faster, easier way? That’s your authentic catch. My chiropractor has a specific method that he uses that’s not just adjusting. It’s it’s called something where he basically like gets right into.

S to a muscle and he’s like having it release or separate when it’s connected. There is a word for it, and I don’t know what it is. Not a lot of chiropractors offer that, so he’s looking at it through this different lens. That’s his authentic edge. So you’ve got the disruptive content of here’s the problem, here’s why you are not where you wanna be.

Here’s why you haven’t gotten the results. Here’s the lies that you’re believing. Here’s what nobody’s saying. And then you go, but I have my unique experience that I believe if you do this, if you follow this process, if you implement this, if you have this a part of your strategy, your life, your business, whatever, then you’ll get the result, and that’s your authentic edge.

And you wanna combine those things, tie it back to their biggest problem, their biggest desire, and now you’ve got standout messaging, whether that’s to relate to your offer, to your lead generation, to an email content, whatever. Everything’s driven by that. I had this epiphany the other day, I was in the gym.

And I was biking and I had to bike for like a long time. So I was just thinking, and I, I don’t know why this thought came into my head, but it was like, how did I end up doing marketing? Right? Like, that was not my plan. I wasn’t majoring in marketing. I wouldn’t even have said like, this is my passion. I, I don’t even think I would say marketing is, my marketing itself is my passion.

My passion is actually people and is. Helping people live to their fullest potential grow and evolve and experience and changing their lives. That’s, that’s where my passion is. So I was like, how did I end up in, in marketing? Right? And like, why is this such a big part of my, my journey and my story? And I realized because marketing is just connection with people, also what marketing is, is convincing somebody.

To give you your ti, their time to give you their money. And I’m really good at that. And I, I had this like, I don’t even know this like random, whole like conversation in my head and I was like, yeah, like when I was a kid, when I was a kid, I was very challenging in the sense that I could not accept the answer no.

If I wanted something like. Sleepover with a friend, buy a toy at the store or whatever. Once it was in my head, it’s like game over. Like I was relentless with my parents on reasons why I should have that thing. Why, why they shouldn’t say no, and I just wear ’em down until they finally said yes. And I can remember my mom saying so many times to me like, why?

Can you just not accept the answer? No, of course my daughter is the same. My daughter, my, all my kids are the same, but especially my daughter. And I see it in her and I’ve even heard myself be like, just stop. Like I’m so exhausted. Anyways, to do that, you have to be pretty persuasive. You have to convince somebody, just say yes to something that they maybe didn’t know they were gonna say yes to.

Don’t even wanna say yes to or, or have that connection right with them. And I’m like, that’s basically marketing, right? Like marketing and messaging is. Going so deep that you have that ability to get someone to go, yes, I’m gonna sign up for the webinar, I’m gonna sign up for the freebie, I’m gonna buy the offer.

And sometimes it’s harder than others. Sometimes they’re in more pain than others. But that is a big part of marketing. And it’s also that human connection and understanding like what gets somebody to take action? What motivates somebody, what moves them into action? And if we think about everything I just talked about.

Connecting with somebody’s pain and desire and frustration is gonna move them into action. They’re gonna move into action based on those disrupting their thoughts and making them really understand they’re maybe doing something wrong or making a mistake or whatever is gonna move them into action, and highlighting that you have the best solution.

I’m not, and not doing that from an inauthentic place. Like I think that everybody should feel that way. I genuinely feel that my services and our expand program and my live events are one of the best out there, if not the best. Because to my standard, I would only put on something like that. I would only deliver an offer to that level.

That’s my standard. So it’s not in an authentic way of like, I need to trick you that mine’s the best. No, I genuinely believe that my stuff’s the best and there’s other good things out there. Yes, but like. I think for the right people, my offers, my freebies, my exp, my free experiences are the best out there because I make them that way.

So I gotta communicate that with passion, and if I do that, it’s gonna get someone to say yes. Right. So that’s actually so much of what marketing is, is how to take your messaging and move somebody into action when maybe they’re like, yeah, but I have a million things on my list, or. This would be nice, but is it gonna work for me?

Right. That you’re, you’re overcoming the objections, you’re being relentless in a positive way to get somebody into action. And that’s what I used to do as a kid, and I see my kids do that now. Like they know, are you kidding me? My kids know how to push my button to get me to say yes. Like they have figured out that if they, they know, if they push on the button of like, you work too much or you’re on your phone, that I will like instantly drop everything and be like, okay, you’re right, because that’s one of my fears.

I don’t want to have that. Experience with them, but because they know that, they use that, they know my pain, they know my frustration with myself, and they know my desire to be a present mom and you know, they couldn’t articulate that, but they have that connection and they for sure use it to get me to say yes to things.

That’s what we’re doing in marketing. We have this connection to, to our ideal customers, pain and emotions, and then we connect it to the reasons why. They can say yes to something and they have no excuse to say no because it is such an irresistible offer, whether it’s free or paid, and you’ve positioned it so irresistibly.

So I don’t know. Think about that from that perspective. And if you are a persuasive person like I was as a kid, I think it definitely comes into play during marketing and in your marketing and in your messaging. ’cause that’s all we’re doing. We’re connecting with humans. We’re getting humans to take action, humans only, and always take action based off of emotion.

So if you don’t deeply understand and connect with that emotion and know how to press on it and get someone to act based on it, that’s why your messaging is not working. You gotta dig deeper. You gotta push that button harder and you’re gonna have people begging for your free stuff, for your paid stuff.

That’s the secret. That’s the key. Alright everybody, thank you so much for tuning in and I’ll talk to you next time.