What if the key to standing out in your marketing wasn’t about doing more, but about getting crystal clear on what you stand for?

In today’s episode, I’m sharing powerful insights from a recent client workshop on how defining your core values and bold beliefs can transform your messaging and attract the right people.

Tune in now to learn why core values matter, how to infuse them into your content, and explore where you might be watering things down out of fear.

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More ways Embodied Marketing can support you:

I’m hosting a free Authentic Marketing Masterclass this Thursday, where I’ll walk you through the exact steps to define your unique voice and amplify your message—so you attract the right people and grow your business with confidence. Join me live! Save your spot here: http://embodiedmarketing.com/authenticity 

Tired of inconsistent revenue & marketing strategies that leave you overwhelmed? Whether you’re just starting out or ready to scale to multiple 7-figures, book a call with the Embodied Team to see how we can help: http://helpmystrategy.com

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

Hello, everybody. Welcome back to the podcast. Can you believe we’re like halfway through February? What the heck? My youngest is turning five tomorrow, which is wild. I know everybody says this and feels this, but time just goes so fast, especially with young kids. Man, it’s like you blink your eyes and it does feel to me. It’s like it’s such a time is so weird because on one hand, it feels like a lifetime ago, five years ago, which was the height of COVID when I had my son right before it got everything shut down and got crazy cause because he was born in February feels like a lifetime ago. and then it also feels like yesterday. Like, how was he five? I’m a youngest. Like, I don’t have babies anymore. I don’t even have toddlers anymore.

My other two are turning eight and 10 in April. like That’s just insane. It’s like a different era. Wild. so i just hopped off a workshop with all of our clients. Every month, I host a workshop. and It’s half actual structured workshop where I ask questions and it’s interactive. I ask a question and then everybody writes their answers basically. And we build off of those. That’s how I host a lot of my workshops at my events, at my retreats. And i do it once a month for all of our clients, whether you’re a done with you or a done for you client. And then the other half is Q&A, hot seat, opportunity to ask me questions, get coaching, get strategic advice. It’s just a free extra thing I do for our clients every month because I like to support them, see their faces, connect with them.

So today’s workshop was actually about messaging and some powerful things came out of it that I want to bring into this episode, just some takeaways. because everybody was having big ahas and like clarity in a short amount of time, which means usually that it can help a lot of people. So I titled this episode, Defining This Will Improve Your Marketing Drastically. And specifically, what I am having you define is your unique authenticity and where you stand in your industry specifically. This impacts all of your messaging. And we started talking about the ideal customer, their pain, their frustration, their desire. We went through some stuff around that.

I’m not going to focus on that, but I want to focus on the second part to this, which is your values, your beliefs, and your bold statements. And I want to talk about this in a way that actually resonates. Because I think sometimes the word authenticity or like be bold or be louder or be you while it is very valid advice, I think it sometimes gets overused and then people are disconnected from what that really means. So on that note, I am hosting a free masterclass on Thursday. That’s all about this. It’s my authentic marketing masterclass. And I truly believe that today, right now, the only way to be successful in marketing is to stand out and get louder and have more conviction behind your messaging because there’s just so much noise. And that comes from true authenticity, which I don’t think people really understand what that means.

I think people think authenticity means just like show up as you are right now in this moment. And while yes, that’s a part of it, That’s a small part of it. So we’re going to talk about that a little bit today. And then if you want to come to this workshop on Thursday, you can sign up at embodiedmarketing.com/authenticity. And you can register for that. It is free. And please show up live. It’ll be interactive. It’ll be really good and I’ll teach you how to do this in your own marketing in a deeper way. So let’s back it up. Here’s what you should define for your marketing to work better. The first thing is what are your core values?

Again, i know this is like… Everybody says this, but do you actually know? Have you actually sat down and defined what are your core values as an individual and what are your company’s core values? And I don’t mean like the fluffy, you know, corporate sounding like these sound good and these sound nice. like What are your actual core values? Because as a CEO, your core values are infused in your company’s culture. That’s the way that it works. So if I use me, for example, growth is one of my core values. It’s a core value for me, my family, and my business.

And This naturally attracts and repels people. And that’s what you want core values to do. I am very much dedicated to a life and a path of growth. And I foster that culture in myself, in my company, in my family, and how this impacts clients. is we are constantly going after more and what we could improve and up level and build upon and constantly challenging. Like here’s what’s happening and here’s what else we can do because i don’t want to be stagnant. I don’t want to just accept something as status quo. And so this comes into my company where there are people out there who they don’t value this as much. And they specifically, i think what I repel is the more victim mindset. Like i’m going to blame other people for my success not being where I want it.

You know, I’m not going to take the accountability. and And I really call that out. And so people who are triggered by that are not going to like what I have to say. And that’s great because I want to attract people the people who are in alignment with my values and and connect with them because ultimately that’s what humans are seeking, connection. So what are your core values? yours and your company’s. And also you can look at it from value statements. Like you could have a core value of growth, but how does this show up? So like in our company, this is strive to be better than yesterday. And that is true when you look at individuals in our company, when you look at how we show up for clients, when we send weekly reports, it’s here’s the numbers, here’s our goals and where we’re at.

And here’s our actions. And we are constantly, no matter what, even if they are getting a 10x return on ad spend and crushing it, striving to be better than yesterday. What are those value statements that you stand for? And don’t try to overcomplicate it in language that sounds really nice. Like just use straight up language you would use talking to a friend or client. Second thing, and this is what I worked on on the workshop today, is what are your bold beliefs or statements that you believe are true as it relates to your industry? Every single one of you has a unique background. You have a unique experience, unique education, whether it’s formal or not education. You have unique wisdom.

You have a life experience that has gotten you to where you are today and has given you perspective on what you believe in your experience is true or not true or the right or wrong way. Now, we go deeper. There is no right or wrong. I do believe that. But regardless, like you you have a belief of if you want to get here, which is your ideal customer’s ultimate outcome of where they want to go, if you want to get here, these are the things that are required to do that or essential or that you must pay attention to or that you should not pay attention to, right? You have those beliefs. So what I did in my workshop was I had people look at, here’s your top, here’s their ideal customer’s top pain, frustration, and desire. And then when you look at that and someone came to you and they said, I’m really struggling with this, or I really want to get here.

What are the statements that you would say that kind of speak out to probably the industry that you’re in? So if I use me for an example, I would say, i don’t believe in templated marketing. or I feel that everybody should have both an evergreen strategy and live launch. Those are my statements. I think that you have to be authentic in your marketing and real. I don’t think that you can choose somebody’s, you know, templated blueprint and replicate what somebody else did because you lose your connection and authenticity. So I have these statements, right, that I fully believe and have built my products around, my service, and the way that I show up in content, it’s infused.

And some people may disagree with that. Like there are people out there who think you should never have to live launch or that you can take a template and you can plug and play it and be successful in your business. I don’t believe it. And like I know from my experience, that’s not how you create success. These statements that I have are infused in all of my marketing because my goal is to attract people and repel. So the person who is looking for a plug and play blueprint or the person who is wanting to never live launch and show up for their business is not my ideal customer because I don’t believe that somebody with those values and beliefs can be successful to my definition of success.

And so therefore, I don’t want them in my offer because I don’t think they’ll be successful and I want everybody in my offers to be successful. And – On the outside, people who really resonate with that and they’re like, that’s what I’ve been missing is like a custom holistic marketing strategy. I’m sick of these templates taught by these gurus. They’re attracted to me. So first defining your bold beliefs, your bold statements, and then asking yourself, how can I integrate these into my marketing more? And one thing I asked everybody on the workshop is I said, pay attention to the places that you notice yourself in Watering down your messaging because you’re afraid of offending someone or that you won’t get as many sales because you’ll think somebody won’t resonate with it. Like where are those places that you water something down?

And bring awareness to that. And a lot of people brought forward like things that they realized that they were watering down or they were making more fluffy out of fear of either offending someone or, and you know, not speaking like – losing a buyer basically of like, if I say this, then this person that I could help may not want to buy from me. But think about the flip side because there’s always positive negative charge, right? So the flip side of that but is what if you attract 10 more people with the fact that you are more bold and and loud in your messaging?

So just some things for you to think about. And then I want to talk about a few more things that came up during this that I think are really important. So first of all, When I say be more bold in your messaging, and I made this really clear to everybody on the call today, is it doesn’t mean that you need to become somebody you’re not. There are people, and I am somebody like this, who are naturally very direct and louder in their communication and the way that they speak, and then there are people who aren’t. And there are people who are attracted to both types of those people, all types of people. And so when I’m encouraging you to be more bold with your statements and get louder with your beliefs, it doesn’t mean to do it in a way that doesn’t feel authentic to you.

Like if you picture yourself in a group of friends and how you show up in your natural personality, i want you to amplify that and not become somebody else. That’s really, really important. But if you’re watering it down out of fear of what someone’s going to think or say or then That’s where we want to dig in because those are the areas where it’s like you’re actually going to serve more people if you address that fear of worrying what people are going to think or say and you become more authentic and more in your own truth. There’s a fine line there. So that’s the first thing. The second thing is some people, as this was coming up, they were like, well, i don’t want to sound like I’m scolding my audience or I’m shaming them and saying like they are wrong. And this is also a very important distinction because I’m not saying, you know, for if I use my example of I believe that everybody should have a custom marketing strategy, i am not saying if you don’t have a custom marketing strategy, you suck.

Right? right? Or you’re doing it completely wrong. I am saying, I believe that you need to have a custom marketing strategy to be successful. And I do call out experts and people who teach templated marketing and more so from a place of the industry is serving you wrong. Like this you have been told inaccurate information and and been fed this lie that you can buy a course, copy their exact funnel, their exact webinar and everything and run it and be successful. And so I’m not ever shaming my ideal customers because you don’t know what you don’t know. And I believe that about people. So I know that they don’t know any better. They are doing the best with what they’ve been told.

I get to be the different voice, the different perspective. So I’m being loud with my claim in a way that empowers people and doesn’t shame them or scold them for where they’re at, right? Because if they knew better, they would most likely do something different. So this came up a few times too, where someone’s like, I don’t wanna shame someone or scold them. And I said, no, it’s more about empowering them with this different view that you have. And that’s a lot of what we do in marketing is we try to, throughout our messaging, bring clarity, bring a different way of thinking and shift the way that they understood something about how to get where they want to go.

And then the last thing that came up that I think was powerful is at the end of the day, you have to, your goal with your marketing is is focusing on what somebody else wants, right? What your ideal customer, the outcome that they are trying to get. So some questions came up on this call of like, what do I call myself? Like, the name I call myself for should I tell them, you know, I’m not a typical sales trainer and do I explain this to them?

And I, yes, my answer is yes, but you have to remember the titles and those things don’t matter. It’s what do those mean that matter? So if we use the example of this one client of ours who says, I’m not a sales trainer. And here’s why somebody doesn’t need a sales trainer. And here’s what I do that’s different. And he asked me, do I say this on my webinar? I said, absolutely. You say this, but you have to you have to make the connection and close the loop. You can’t just say, I’m not a sales trainer. I’m this, because that means nothing to them.

But if you say, you don’t need another sales trainer who is only going to focus on X, Y, and Z, You need this and I’m going to focus on this, this, and this. And that is what is critical to your success. So that’s closing the complete loop of of bringing it home to the outcome. Because anybody who is consuming your content on a webinar, signing up for your lead gen, considering buying your offer at the end of the day, it’s what is in it for me.

And is this going to get me a result? So they don’t care about the names, what you call yourself. I mean, they probably have preconceived associations to that. Like if you say sales trainer, everybody has their own perspective of what that means. But you have to close the loop of this is what you need. And it’s not this. It is this. And here’s why. So that was really powerful for them to understand of bringing it always back to these beliefs, these statements of you you know need this or this is the way or you can’t do it this way. You have to bring that home to the outcome. You can’t just say those and then not tie it back to what your ideal customer is ultimately after and everything comes back to that.

So I’m going to dive so much deeper on this on my Thursday workshop because i I’m really, i’ve I’ve worked through some different processes with clients on developing your unique process and how to amplify your voice more and really infuse all of this into your marketing. I think it is absolutely critical to success today because the reality is every industry has saturation. Doesn’t mean that you can’t be successful, but you have to pull out what is unique about you, your values, your experience, your wisdom, your perspective, and infuse that in your messaging so you can create connection with the right people, which is how you create sales. Alright, everybody. So you can sign up embodiedmarketing.com/authenticity and I’ll see you Thursday or talk to you next time.