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In this episode, I’m taking you behind the scenes of a $10K VIP day and the process I used to pull 30 years of experience into a clear ideal customer, signature offer, and messaging.

We talk about why your ideal customer work has to go way beyond demographics, how to get into the head and heart of the person you serve, and what happens when you stop trying to force your expertise into a blueprint.

I also share why I believe your experience, values, natural strengths, and the way you see the world are the magic of your business, and why that matters even more as AI makes more marketing start to sound the same.

Key Takeaways

• Why your embodied experience IS the asset
• My exact questions to turn your magic into an irresistible offer
• What made 7/7 people say they’d buy this

More ways Embodied Marketing can support you:

Turn your expertise into consistent revenue. Funnels, strategy, launches—everything done for YOU. Apply here: https://get.embodiedmarketing.com/app

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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.

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

Let’s get in the head and let’s get in the heart of this ideal customer. Let’s truly understand them better than they know themselves. Throughout that, it is pulling out the magic of you, your experience, your values, what you believe, what you know, your natural strengths, the way you see the world, the way you tackle problems.

All of that is a culmination of you, and nobody else has that. You have to have things be irresistible, whether it’s your free offer or your paid offer, for people to take action today. There’s too many options. You gotta stand out, and how you stand out is through that authenticity. Embodied CEOs don’t chase trends.

They pave the way. They lead from within, moved 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 a great week. When this podcast episode airs, I will be wherever my surprise adventure is planned, and I think we’ll be putting it on Instagram, [00:01:00] so definitely check my Instagram for the experiment of I don’t know where we’re going, and I’ll be off my phone for 48 straight hours, and we’re gonna do things that are designed to make me uncomfortable.

That’s the experiment, and document the whole thing with my content manager, Haley. So here we go. I am in the studio today recording podcasts. I had such an incredible week. I got to spend… I got to do the first VIP day in this new office, which like, I don’t know, if you go back like three months ago on the podcast, I kinda threw it out there and was like, “I wanna do these.

I wanna do these in-person deep dives.” And it was incredible, so rewarding. I wanna talk about a few things around that. I’m excited ’cause I’m sure the person who came, the incredible entrepreneur I got to work with all day, is gonna listen to this podcast episode, so I think there’s some really cool takeaways, two parts on that, and so that’s what I wanna kinda bring to this episode.

Also, I am welcoming so many incredible female entrepreneurs. My mastermind is [00:02:00] women only, and this week we have had three in the last, like, 24 hours, entrepreneurs jump into this round of the mastermind who I am so excited to support over the next six months. So I wanna throw that out there. Make sure you guys know that my mastermind is open.

It starts this round September 10th. This is a container where you get to work with me one-on-one in a very deep way. So we do weekly calls. You get one-on-one time on those calls. You get two one-on-one strategy calls with me, and then in between, you get unlimited access to me in Telegram texting. And it isn’t like you go through a curriculum, or you go through content.

It is you get me designing your strategy, your marketing, operations, team, business structure, messaging, like anything and everything you need for six months. It’s like having a high-level business advisor, strategic advisor, partner in your back pocket for six months. And each one of these women has different goals and different things that they need.

There’s the [00:03:00] short-term need of like, where’s the low-hanging fruit? How do we generate more revenue? And there’s also the bigger picture of, like, let’s plan out the six-month strategy and the scaling strategy for their business. So I only take 10 max in the group and we’re almost halfway full to that, and it’s only been open for a little bit.

So I would love to support you if that’s something you’re interested in. This is the only way to really work one-on-one with me like that. Embodymarketing.com/ceo. It gives you all the details if you wanna get your application in. I review every application. I talk to everybody before they come in and join.

And so I’m just pumped because a couple of these women who have joined have been… Actually, all of them have been in my audience for a long time, and it’s finally the right time. And so that’s really cool when that works out. So I wanna talk about, first, before I talk about the takeaways content-wise from the VIP day, I, I feel like it will be helpful to explain this to you.

You know, the feeling of being nervous and unsure in your business never goes [00:04:00] away. And so I’ve done a lot of, like, consulting or, you know, my masterminds, just coaching. But I haven’t had the opportunity to do a lot of VIP days. I haven’t had the space. I just haven’t put it out there as an offer. But I know I’m really good when I can get one-on-one and go really deep with people.

I have my live events. And so I, I charge a lot for a full day. And, you know, there’s a voice in me that w- is like, “Am I worth that?” Like, to me, it’s a crazy number. It’s like if you would’ve gone back to 20-year-old Emily starting her business and been told that I’m gonna get paid $10,000 for someone to work with me for a full day, I would’ve been like, “That’s fucking crazy.”

Like you know, back then I was making $18 an hour. And the day was so good that I think I can charge, I could charge double that because of the result that will come out of it. Anyways, I still get nervous. I still have those thoughts in my head of, am I good enough? Am I worth this? You know, what if I let somebody down?

What if I’m not worth this [00:05:00] price and, like, they’re disappointed? And so I wanna share that because, you know, I have definitely built success in my business, and I think the next time, you know, if I were to do a VIP day, I have friends who charge 50 grand for a VIP day with them because they don’t wanna do a lot of them, and they’re, like, that valuable to build out whatever it is that they’re doing different.

W- I was just on my, my peer mastermind call that I’m in yesterday, and someone said they paid $50,000 for a VIP day with someone to build out a webinar. And I’m like, “I could be that one day. That could be my, my rate,” right? And we paid, as a mastermind, that peer mastermind, we paid $100,000 for a day at Cody Sanchez’s headquarters.

We pooled all our money together. So My point being, like every time you jump into that new level, you’re going to have fear. You’re going to have doubt, and those voices never go away. It is, what do you do even with the voices? And that’s what really matters. And so I’m sharing that. You know, prior to this day, if I’m being [00:06:00] fully transparent, I had the voices in my head that was like, I hope…

You know, this person is last-minute flying out to Austin. Like we planned it, you know, I think it was like 10 days before, and I was like, “Before you basically start with us as an elite client, I wanna do this day with you,” ’cause I really wanted to be able to go deep. I got to talk to them before they signed up as an elite client, and I knew where they were at with their business and their offer and their messaging, and I was like, man, if we just had a full day to dive into this, I know that we could accomplish so much.

So they moved their schedule around. They came out like within 10 days to Austin. And, you know, in my head, I’m like, what if it’s not worth it? Like, they’re making this trip out here. They’re paying for a hotel. They’re paying for their flights. They’re paying me for the day. Like, what if it’s not worth it?

What if I can’t deliver? And it wasn’t like a s- necessarily a simple VIP day because there was a lot we had to comb through to get to clarity. And so I went into the day going like, “I hope that I can deliver.” Like, I’ll give it my all. I will give it my absolute all, and I hope that it’s enough. But I was, I wouldn’t even say like nervous.

I was [00:07:00] unsure because it was new, somewhat new. I have done VIP days, but not here, not, not like that. So anyways, I wanted to share that because in your business right now, it may be like launching your offer for the first time. It might be raising your price. It might be charging for your time to a level that you haven’t charged before, where you’re like, “Who am I to be able to charge for my time like this?”

But the reality is, like I have built a multi-seven-figure business. I’ve generated with my team $145 million in revenue. I’ve been at this for 11 years. That 11 years of experience and wisdom and strategy gets compounded and distilled down into one single day, that it is absolutely worth that rate. And I posted a video on Instagram of the individual that I did the VIP day with who said, “This exceeded my wildest expectations.

Like, I knew it was gonna be good, but this was way more than I even thought it would be. Like, I blew it out of the water.” Which brings me to the second piece is there’s some learnings from this because I left that day [00:08:00] lit up. Like, I loved it. And I… You know when you do things and you’re like That is what I’m meant to do.

Like, there is no expecta- there’s no explanation beyond this is my natural gift. And I don’t say that to be, like, arrogant or cocky. It’s like I was so in the moment and so present during that day and just allowing myself, my wisdom to come through and my strategy. Like, we weren’t following a blueprint.

We weren’t following a, a structured schedule that I had for the day. This is the same thing with my live events. I can’t put it into words. I really can’t because it is such an embodied intuitive experience that is pulling from my experience and actual knowledge that I have of what has worked, what hasn’t, partly because I’ve tested a million things in my business, but also the literally thousands of business owners that I have worked with, that I have coached.

Like, you have the reps. I, y- you know, I have … I work [00:09:00] with a a physical therapist who has 30 years of experience, and it’s kind of the same thing when you work with him. He pulls together a culmination of all these different techniques and ART and different things he does, and it’s like you can’t really put that into words.

You can’t put that much experience into words to explain it. And so, you know, the day wasn’t this, like, structured, you know, we do this first, we do this first, we do this first. It had its own flow, but it was exactly what needed to happen. And I obviously prepared. I looked at their intake form. I looked at all the things that he sent me beforehand.

I knew his business. I actually watched his content the few weeks before the VIP day so I could kinda immerse myself in him. But even all my preparation wouldn’t have led to an agenda of what we needed to do. Or, like, I didn’t go into the day knowing this is the exact strategy and this is the plan. I knew these are the problems we need to solve.

These are the gaps we need to close. These are the opportunities. These are the, you know, directions I wanna go. But then I let the day just flow. So reflecting after that day, you know, I was like, [00:10:00] “How can I describe what just happened?” Because that was so freaking good. And I realized, like, you give me anyone who has embodied experience, this individual is an expert.

They are wise. They have 30 years of experience in their industry. They’re extremely wise. They are embodied in their knowledge. It’s the same thing. It’s not like I read this book, or I took this course, or I got this certification, and now I know what I’m doing. It’s like embodied wisdom. It is wisdom learned through actually experiencing and doing.

And they have a gift, and they have a purpose, and they are passionate about that. And their business is here to amplify that. Money is a byproduct. They’re not here, you know, to be like, “All I wanna do is make money, and I’ll just do the thing that makes me money.” They’re here to be like, “I’m here to fulfill a purpose.

I am here to do, do work and create an impact, [00:11:00] and money will be a byproduct of that.” If you put me in a room with anyone… This is gonna be a big claim. If you put me in a room with anybody who fits that, who is truly embodied in what they do, is wise. And if you’re like, “Well, I don’t know if I am,” you are.

You likely are. Is wanting to fulfill their purpose through a business, to m- have their greatest impact, to serve people. I can take anyone and create them s- successful through the process that I did that day because I can pull out of you. Marketing is a, it’s a system. It is a system with principles, and at the root of it, it is intended to pull out your magic create a connection with your ideal customer, and then serve and h- and create impact through that magic.

And that’s how I can describe what we did. So if I think about the order that I went in the day, and I, and I’m gonna work on, like, putting this more into a process ’cause I was literally, like I told my team after, I was like, [00:12:00] “I know this is gonna sound cocky, but I am so good at what I do. And you can put me…”

Like, the level of depth I was able to get in a, in a seven-hour day like that was so amazing. You put me in a room with anyone who fits that, the embodied experience, purpose, wisdom, impact, and wants to build a business, and I can make them successful. Because the marketing strategy’s like the icing on the top.

It’s what you pull out of that experience and the communication and the messaging that you put on that experience that really creates the success. So I’m gonna explain what we did, ’cause it might be helpful. The first thing I started with was kind of like a check-in on, like, where’s your intuition and what’s working, what’s not working, where you wanna go with your business, what’s in alignment, what’s not in alignment.

So, so… And as he’s talking, I’m picking it up. Like, I am intuitively knowing, like, what direction we need to go [00:13:00] And then where I started with him specifically, because it was the right thing to start with, was, “Tell me more about your ideal customer.” And a lot of people are their ideal customer, or they used to be their ideal customer.

And so then it’s easy to pull that out. And I know when to go deeper. And so it’s like, “Okay, yeah, that’s good, but tell me, tell me more.” Like, I’ll ask questions like, “Why does that matter?” Or like, “How does that manifest for them?” Like, if you tell me you know, they’re, they’re really frustrated that they’re not making money.

Okay. But like, how does that manifest? How does that show up in their everyday life? Or if you look at people who can’t lose weight, or they’re not healthy, they don’t feel good, they don’t have energy, whatever. It’s like, what are the specific details of how that manifests in their everyday life? And he, he– I just had him talk.

I’m like, “Just free flow and talk,” and like I’m capturing it. And I put it on an audio recording. But as he’s talking, I was typing. I was typing notes. And so we spent [00:14:00] probably an hour and a half to two hours going really deep on the ideal customer, which sounds so basic, right? It’s like everybody says that.

But this was like to a level of let’s get in the head and let’s get in the heart of this ideal customer. And let’s truly understand them better than they know themselves, better than they know how to articulate themselves. And we pulled in, I said, “Think about friends who fit this, this, you know, ideal customer.

Think about past clients, current clients. Think about you when you were at that stage. Give me all the details.” And I kept asking questions, and I built this kind of like bulleted list. Then that turned into, “Okay, now we have this person. Like we have this connection to this person. And let’s forget about everything that you’ve created to serve them so far.

Maybe we’ll come back to it. Let’s think about, you know this person. They’re sitting right in front of you. They’re sitting across from you. And I tell you, you have one offer that [00:15:00] you can take them from where they are to where they want to be. And tell me exactly what that would be. What do they need?

What do they need? What do they want? Describe it.” Okay. And then, and then from there, it was like pulling out, okay, so if this is the outcome we’re going to get them, this is what they ultimately want. Now how do we take all your experience? Because this individual had lots of different like pieces. They had like they could help, they could help sales teams, they could help people build presentations, and it all came under this umbrella of leadership.

And so if we took all of that and we made pillars, that’s … For him, that was the right thing, pillars. But this could be like steps or a roadmap. And we said, “Okay, here’s the result we’re trying to get. We’re, they are here. We’re trying to get them here. Tell me the steps. Tell me the ingredients. Tell me the pillars that they need.”

So then we defined that. We pulled in. And it was a mess- like, not a messy process, but it, it all comes together, but it starts out as like scattered. Like you’ve got [00:16:00] things over here. I had things that like up here in the document, and then I go down to this other category and eventually bring it all together.

And then as we had the pieces, I went through each one and I said, “Now tell me the outcome. If I master just that pillar, tell me in their words, what’s the outcome?” Then we went through that. And then essentially by the end of the day, we had the clearest understanding he’s ever had on his ideal customer and who they are We had a signature refined offer from what he was currently offering for that person.

And then we had the messaging on how to sell that offer, and then we went into the structure of it. And it was truly like taking 30 years of all this kind of, not scattered, but just, what I, I used a word when he was here, it was like dynamic. Dynamic experience. That taking all of that, which is not easy to do, right?

It’s not like this straight… It’s not always linear. It’s not this, like, straight line. Taking all of that and still putting it into a [00:17:00] complete experience. And then the messaging around it. And at the end of the day, I w- I was reading him some of the messaging that we came up with, and like, my team’s gonna now take it and build a sales page and build out all the assets, but we have the foundation.

And he got emotional. Like, he was like, “This is my person and exactly what they want, and I haven’t been able to get it that clear.” And leaving the day, I told him, “Okay, now I want you to take this, and I want you to reach out to anybody you know that is your ideal customer in your network, and I just want you to ask them, like, for feedback.”

We also came up with his webinar. So once we had the offer, it was like, okay, now let’s build the webinar, the topic, the, the content in it, how we’re creating the gap. That was the last thing we did. And I want you to ask them, number one, would they sign up for that training, the topic we came up with, and number two, would they buy the offer?

And he texts me the next morning and he said, “We are seven for seven out of the people that I reached out to. [00:18:00] All seven of them said they would buy the offer.” And like we, we knocked it out of the park. So it was very rewarding. And my point, like, for you guys in a content perspective, is those are the ingredients.

Like, if I was to boil it down and tell you the ingredients, the way that I did it, that’s the process that I would use again. It’s just some people come in and they have some of this, they have less of it. Like, you… I, I just know how to navigate that and ask the questions and where we need to dig deeper or where we need to move on.

But it is that deep understanding of the ideal customer, then taking a step back and going, “What’s the n- one outcome we’re gonna get that ideal customer?” Because every single business exists to serve somebody. And then from there Okay, what’s that signature offer? What is that irresistible, as soon as they hear it they’re like, “Tell me how to pay because I need that so bad, it’s urgent for me to buy this”?

What is that? And then the final piece is the marketing strategy of how we’re gonna sell that offer. So many people do this backwards. They start with the [00:19:00] marketing strategy, and that’s why I wanted this day with this client because he’s gonna now work with our team in our done-for-you offer in our elite package.

But I wanted this day ’cause I knew when I talked to him that we needed this depth on that, like, those foundational pieces. And throughout that, it is pulling out the magic of you. Like, that is what I truly believe is you are the magic of your business. Your experience, your values, what you believe, what you know, your natural strengths, the way you see the world, the way you tackle problems, all of that is a culmination of you, and nobody else has that And so you have to get to the depth of, how do I look at solving the problem I solve in my business different than everybody else?

What is my unique magic, my essence that nobody else has? And I think that is what I am gifted at pulling out of people, and that’s what my team is trained in our process. Like our intake form, that’s why I get [00:20:00] people messaging me and saying, “I literally cried filling out your intake form.” Just last week I did a, a bonus call with someone and they said, “All I’ve done is fill out your intake form so far, and that alone was worth $2,000.”

Because I know how to pull your essence out and put it into your marketing strategy and put it into your offer and your offer positioning. And I’m telling you guys, like with AI, with the direction that we are heading, this is going to be the only way to still be successful. Because that is what AI doesn’t have.

You c- you have to do the work that we did in my office to then maybe use AI, right? Like some of the parts of the day, we pulled up Claude and I put… I had all his stuff in there, and I put in my big bullets of like the ideal customer and like the language, but that… And then that would create powerful language, but there’s no way, no way AI could’ve come up with what we did.

No way. Like, it had to be him and I brainstorming, just like brain dumping, organizing it, and then that becomes the foundation. And I just think so many people are not gonna [00:21:00] do this. Like, they don’t know how to create that depth, and everything is then gonna start sounding the same. It’s not gonna convert.

It’s not gonna build the trust. It’s not gonna be irresistible. You have to have things be irresistible, whether it’s your free offer or your paid offer, for people to take action today. There’s too many options. You gotta stand out, and how you stand out is through that authenticity. So I wanted to, yeah, bring that here, explain it, and if you would like to do a VIP day…

Honestly, if you’re listening to this and you’re like, “I’d like to do a VIP day,” I would really consider my mastermind, because you get this every week with me. But I would love to start doing these VIP days more because the impact I can have in them is so tremendous. Like, we just built an eight-figure business.

I have no doubt in my mind that he’s gonna go sign some big contracts on top of selling his offer with the clarity that we got on his messaging, on his offer, on his… The strategy’s easy now. Once you have the messaging, the strategy is very easy. But people don’t know how to go deep enough. [00:22:00] They don’t know.

And, and then it does take refinement. Like, there are things we’re gonna absolutely refine, but the foundation is so rock solid. So, bodymarketing.com/ceo is my mastermind. Helpmystrategy.com, you can book a call, or feel free to send me a message on Instagram if any of those things sound intriguing to you.

Otherwise, maybe think about, do you have the depth around your ideal customer, the offer you sell, and how you talk about the offer is very important. And where is there opportunity for you to go deeper? All right, guys. Keep an eye on my Instagram, ’cause I am, when this episode comes out , going to be deep into my adventure of wherever we are going, and I will talk to you guys on the next episode.