Hard truth: your audience doesn’t really care about what your offer is.

They care about the results that your offer will get them.

Far too often, I see people fail to clearly communicate the results their offer will deliver, while instead, they focus on what the offer is, why they created it, what’s included in it, and so on.

That’s not to say that information isn’t important, but if you can clearly communicate in your messaging what results your audience will be able to achieve by implementing what you’re saying, going through your course, using your product, etc., then you will stand out and people will pay attention to you.

Pop in your headphones, grab a pen and paper, and join me for today’s episode as I explain how people are missing the mark, the importance of focusing on results, and how you can clearly communicate this in all of your messaging.

As you’re tuning in, head over to Instagram (@emilyhirsh) and tag me with your biggest takeaways from this episode!

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Emily Hirsh:

Hello everybody, welcome back to the podcast. I hope you guys are having a fabulous week. This has been one of the weeks for me, where I’m like fried. At the beginning of every month, we do what’s called self assessments on my team, which is kind of like the concept of a performance review, but we flip it and the employee shares with us kind of their own self-assessment, and then at the end, we have a spot where we are able to give feedback for each employee. I love them. It’s one of my favorite meetings of the month, but they are super draining just because you have really deep, meaningful conversations, and they’re usually about an hour each. So I’ve been doing all those with my direct reports this week, which they’re always so, so valuable, but also draining, so I’ve been lighter on the content. 

And I’m excited for today’s episode. I’m always excited for our episodes, but this one will be maybe a little bit shorter, and will really focus on something around your messaging and an important component of your messaging that you are focusing in on, whether it’s with your emails, your landing page, your actual Facebook ads. I see a lot of people miss the mark on this, and it’s kind of like one of those simple standard components of marketing that you feel like, duh, when you look back on it, and so many of us forget it or miss it. So the question is, “what result do you get your audience?” and making sure that in everything you do, you are communicating that result and really keeping top of mind that at the end of the day, your audience, and your leads, and your potential customers, they care about what result you’re going to get them, or what result your product, or your service, or your content, or your brand is going to get them.

I think we get lost sometimes in trying to over explain in our marketing why you should care about this webinar, and all the things you’ve done, and all the hard work you’ve put into it, or staying surface level with what that webinar is, or what your product is, or what your service is. At the end of the day, just remember everybody who watches your video, who listens to your podcast, who reads your blog, who comes to your webinar, who reads your emails, who listens to you about your service, who goes to your application, they care about at every step what result is it going to get them if they take the next step in your customer journey? 

And so how this can look is let’s first look at our visibility and our brand awareness content. So anytime you are creating a podcast, blog, video, any of that type of content, making sure that you are expressing, even if it’s a small tip, that you’re giving people the result they will get by implementing what you’re saying because if you can do that, they will start to pay more attention to you. Okay? You know that person has very valuable videos, if I go implement this into my business, I will see in improvement, or if I go implement this in my life, I will be a healthier person. What is that result? Why should they listen to what you’re saying? And is that clear, even in your visibility and brand awareness content, because remember, there’s a lot of noise out there. There is a lot of other people on these platforms marketing to your audience. And so you need to stand out with, “I have the best content, I will get you the best results, the fastest results, and I will provide that value even in my free content, and this is why you should listen to me.” So that’s how that shows up in your brand awareness and visibility.

Then let’s look at your lead generation. I think this is where people miss it, potentially the most, is people think just because it’s a free training, or a free webinar, or a free lead magnet, or a discount code to something, or whatever it is, it’s lead generation, it’s free, and so then it’s easy. Why wouldn’t somebody sign up for that? You know, it’s free, they don’t have to do much. You still have to do quite a lot of heavy lifting and convincing to even get someone to sign up for your webinar, because again, there is 50 other webinars out there they’re being bombarded with in your industry, or challenges, or video series, or products. Even, you know, if you have a front end product and you’re trying to get a discount code, like that’s how you get your leads, that is not enough to focus on just the actual offer itself.

So sometimes, I’ll use webinars as an example. I see a lot of people go, “come to this free training, here’s the title,” and then they talk about maybe their expertise, or why they are teaching this, and how much work they’ve put into it. Or maybe they talk a little bit about what they’re going to cover on the webinar, but then it’s just like, I’m going to teach you this and this and this. Okay. That’s great, but if I go and listen to those things you’re saying, if I go pay attention to what you’re talking about, then what is the result I’m going to get by attending that webinar? Or what is the result I’m going to get by participating in the challenge? And this has to be communicated so clearly. 

So when you look at your landing page that you created for your webinar, ask yourself, is it so obvious and clear what results somebody would get by actually attending this webinar, or by actually signing up for this challenge and participating in this challenge? Most likely, there’s more work you can do there with communicating that result and being very clear in you language what result you’re going to get them if they take that action, especially in your lead generation phase. That means taking it to the next level of, you know, by the end of this training you will have. 

And you know, something I will say a lot is you will have a custom that Facebook ad and marketing strategy planned out so you can go and implement. That’s very clear. If I was, alternatively, to say, “come to this training where I’m going to show you my five step process that we use for all of our clients and generate a million dollars a month in revenue.” I say that in some way, and that’s important, but go deeper. Why does somebody care about that process? Why do they care about listening to me? Because we generate that money for clients, tie it back to them, and their business, and their life, and the result that they want. And so I do that by saying, I’ll teach you this five step process that is going to show you how to create a fully customized marketing strategy in your business and implement it.

You need to come back and actually really get clear if you’re not already on what is the result your audience wants in their language, and are you clear on that? You can communicate how your brand, your content, your lead generation, your funnel, your products are going to create that result for them and tie that together because they, your leads and your audience, will pay so much more attention to you when you keep the focus on them is the reality of it. 

And this also obviously ties into your sales. So whether it’s a product, or a service, or a digital product, or course, don’t just talk about the what. Don’t just tell them, “I have 100 videos and four modules, and here’s all the lessons that I teach,” or “here’s my product,” or “my service is this,” and just giving them that general information. That doesn’t matter to them. They don’t care how many videos you have, how many workbooks you have, how much training went into this, how many hours, all those details. They don’t care because it doesn’t relate to them. They can’t tie that, your audience can’t tie that to their current situation, their current reality, and the pain and frustration they’re feeling, and the results they want to achieve. So instead of saying, you still need to say this, like there still is on a sales page what is inside of a course, or an offer, or what a product is, but you also need to tie together what’s the result of using the service, of buying this product, so not just, “I have a hundred videos,” but “people who sign up for this course will successfully be able to,” and then list out those results. 

And you better make sure that those results are exactly what your audience wants and how they would say it. Sometimes a lot of experts in their field will talk about things in a much more complicated way. So if I was to say, “I will help you create a sales funnel that will get you leads and create a successful, profitable Facebook ad.” Yeah, that’s pretty good, but let’s simplify it even more. What does my audience want? They want to make money with Facebook. Yeah. They want a marketing strategy that generates them leads. They want a marketing strategy that generates some sales everyday. So you don’t have to over-complicate the messaging. You need to just tie it in, in  a simple, clear way about what result you’re going to get your audience every step of the way, regardless of it’s the free content, or the lead generation, or the actual sale. It doesn’t matter. Even if something is free, you’re still fighting for someone’s time and attention.

So when you go to create content, or write landing pages or emails, make sure everything you do, kind of have that filter. I always look at that from a very critical perspective when I’m reading one of our emails we’re going to send out to our list, or I’m looking at a landing page, or I’m considering any type of messaging I’m putting out into my audience. I ask myself, what result will this get them? What will this, how will this improve their business, improve their marketing? Even down to a social media post, like don’t just put out a post because you’re like, I have to do five posts a week and cross that off my list. If someone reads this post of yours, what result will they get from it? Are you being clear that by listening to you, or implementing your strategies, or paying attention to what you’re doing behind the scenes even, what that result is going to be for somebody who pays attention to what you’re saying? 

Don’t just put content out there because you’re checking a box, or you’re trying to do something that you saw, or because you think you should do it, or because other people are doing it. Ask yourself, what result do you get your audience? And then make sure that it’s clearly communicated in every single component of your marketing. If you remember this, and if you keep coming back to making all of your marketing about the person you’re marketing to, not about you or even necessarily directly about the product, it’s about the result of the product. People are not paying for information. They’re paying for results. They’re not paying because they want to go through a course, or because they want to do work with you as a coach, or because they even want your product. They don’t care about any of that. They care about the result. They care about what it’s going to do for their life. That is what’s going to drive them to buy from you, to listen to you, to consume your content, to sign up for your webinar, to apply, to work with you.

That’s an example there where people just assume, “oh, you know, an application and a phone call in itself has enough value.” And they’ll say, “hey, just sign up for this free consult call.” Why? Why should I sign up for that free consult call? What’s the result that consult call, or that application call, or that whenever you call them, what is the result of that call for me? Don’t just tell me to go sign up for it. I don’t care about it unless I know the end result. If I know what’s going to happen on that call and how that’s going to benefit from me, then I will take action as a lead. Make it about your customer. Always make it about your customer. Use simplified, clear language in your marketing and make sure you’re always focused in on the result that your audience is going to get if they listen to you, engage with your brand, and ultimately become a paying customer.