At some point in your entrepreneurial journey, you will go through a season of pivoting. Regardless of whether it’s a new product you’re trying to launch, a target market you want to hone in on, or a completely new business that gets you totally excited (and a bit scared), your business, client experience, services, and products are going to evolve. And when this season comes, your messaging and website presence will be incredibly important if you want to transition smoothly while gaining traction from the get-go.
If you didn’t already know, pivoting is one of my favourite topics (and superpowers!). I’ve helped clients pivot towards a premium clientele, launch completely new ventures, go from serving 1:1 clients to launching a 1:many product, and more. It’s both challenging and rewarding when I get to dive really deep into someone’s business, uncover the values that are already within them, and turn them into an intentional messaging strategy that allows them to grow their business in the direction they desire.
What is a messaging strategy?
It’s the way your communication provides context to your audience as to why your business and offers exist. It’s how you help people understand exactly how you’re going to get them from point A to point B. To help you understand what this looks like, I’m going to share an interview with my client Kiana about her journey of launching a coaching business as a photographer. Also, I’m going to give you 3 tips for strategically crafting website words that stand out in a saturated market and turn cold leads into booked clients FAST without pulling teeth or making you feel like you need to “convince” people.
Why did you want to launch this business? How did it feel? What kind of website experience did you want to create for your target market?
Kiana: I came to a point in my career after running a successful photography business for several years when I realized that I could either keep doing the same thing I was doing for a long time or put in the work to pivot if I wanted to. I did some deep diving into my desires for my family, my role in my business, and life in general. The conclusion of a hard season of self reflection was that I was ready for something new! The idea of becoming a business coach was extremely exciting to me because I’ve always had the tendencies of leadership and helping others. It made a lot of sense for me to use what I had been through, learned, and grown from to bring other people joy, success and freedom in their own lives and businesses. I’m really passionate about helping women succeed in their business while not giving up their dream of being present at home along the way. My launch was focused on communicating to women that they CAN be proud of both (the way they run their business and the way they show up in their life). It was really exciting when I started reaching ideal clients and having conversations with coaching students that I literally DREAMED about so quickly after launching.
What needed to happen before you could make the leap?
Kiana: In order to make the leap/transition from a practical standpoint, I had to figure out what I was actually going to offer as a service, practice it with students to make sure it was worth the investment for clients, create a website, and start sharing it with the world.
What was my role in the big move?
Kiana: You came in and just brought my vision to LIFE. I’m actually not terrible with my words … or maybe I should say I’ve never come up short with something to say. However, I have absolutely no experience with selling a luxury experience to completely cold leads. To translate: my success in photography was relatively easy. Clients were getting married so they found my business online. Once they contacted me, I showed them proof of my skills and convinced them that my team was the best in the business. Honestly, it came easy! Most business owners aren’t necessarily looking for a business coach – especially not overworked and extremely exhausted moms that already have too many things on their to-do list. You helped me hone in on THAT market, speak directly to them, and communicate my invaluable experience. Practically, you helped me with ALL of my website copy which took a MASSIVE load off my back (especially because I designed my entire site by myself so I didn’t need one more thing to put on my shoulders) and gave me SOOO many prompts for social media and email marketing leading up to and through my launch.
Since launching, what results have you had?
Kiana: I have booked several 1:1 coaching clients after going from 0 to 100 with my new business. No one even knew I was offering business coaching, then BAM–when I announced and launched my new business I was already seeing interest in my services. Within the first two weeks I had multiple ideal client inquiries in my inbox just based off of my website and marketing copy that you helped me write. I’m launching my first round of group coaching this week and I feel infinitely more prepared than I would’ve if I hadn’t had you holding my hand through my first launch!
Do you feel like your website is working FOR you?
Kiana: Yes! I’m already attracting my dream clients. I’m working with SEVERAL women that fit my “ideal” mold to a T. I don’t have to explain myself to them and they barely have to explain themselves to me because my website and brand copy connected us before we even had a conversation. It’s been amazing!!!
That’s awesome, isn’t it? Friend, if you’re in a season of launching a product, a service, or a brand new business, here are 3 common questions I get asked a lot:
- How can I stand out in a saturated market?
You need to clearly define who your ideal client is and what your offerings are. Read this post if you want to learn more about the power of nailing your niche. A saturated market isn’t necessarily a bad thing, to be honest, because it means people are already aware of your business model and there’s less “convincing” or education involved. However, the biggest roadblock people have is that they don’t know how to stand out from the crowd. If you don’t want to be lost in a sea of noise and offers, one thing I ALWAYS encourage my clients to do is write down the destination they’re taking their clients to and what they stand for and personally value. If people don’t know where you’re leading them, they’re gonna stop following you and look for someone else who can and will.
For Kiana, it’s family, relationships and doing good work to serve others. She’s very clear as to who she serves, what her zone of genius is as a coach, and that her coaching services–such as Art of Work/Life Harmony, Systemized to Scale, and Business Expansion–all reflect exactly what she stands for: helping you grow your business while loving your people and living your life well.
When you infuse your core values and beliefs into your messaging, your copy will be more specific and clearly demonstrate what makes you different in your industry.
- What do you do when people are not actively looking for your services?
I feel you on this! Copywriting help is NOT the thing people actively search for. Heck, most people avoid it until they HAVE to face it. What do you do then? You help them become problem aware not by just teaching tips and tricks and giving them more information, but by helping them see why what they are doing isn’t working and how YOUR solution can fix it.
Read this post to learn more about communicating your value effectively
- How do I attract people who want to work with me and ONLY me?
Remember what Kiana said about how she doesn’t need to convince her audience and how they don’t need to explain themselves? That’s the power of copywriting! Words give you the ability to move people to take action without having to talk to you in real life. What did we do? We created some messaging boundaries so that Kiana not only knows what to say, but what not to say. In doing so, she’s able to attract the right people and repel the ones who are not a good fit.
Are you in a season of making some big shifts in your business? Do you want to attract your ideal clients and convert them in less time? I’d love to see if we could potentially work together to make YOUR dream business happen! Reach out to me on Instagram or fill out my contact form here.