Getting your messaging right is the first step to convert leads and prospects into buyers.

Why? 

It’s because your brand messaging can act as a conversation starter.  You probably have heard many marketers use this dating analogy when they explain the concept of know, like & trust, which helps turn spectators into buyers.

“You don’t just ask him/her to marry you on the first date.”

If you have your brand messaging down, this serves as the first date that goes really well so that it will lead to the 2nd, 3rd and 4th date to develop know, like & trust between you and your leads.

Sadly though, many business owners don’t allocate enough time and energy to crafting their brand messaging.  This became apparent through local Meetup events I host in NYC.

There are 3 types of not-so-ideal messaging I’ve picked up on while listening to the event participants introduce themselves to the rest of the crowd. 

1.     Too generic as for what they offer & who they are, i.e. social media strategist, accountant, SEO specialist.

2.     Too clever with flashy words but unclear as to who they help or what problem they solve.

3.     Only list what they sell.

There is absolutely no need to beat yourself up if you are guilty of these.  Trust me, I can speak from my own experience that crafting good brand messaging for your business is no small feat.

This is why I invited Zach Messler, a.k.a. “Messaging Guy”, as the guest speaker for my May Meetup event in Brooklyn to get to the bottom of this messaging challenge we all face.  He is the master of helping business owners identify what to say and how to say it so that they make a bigger impact on the world and their wallet.

When I met Zach earlier this year, I immediately liked the way he breaks down the process of crafting messaging that resonates and converts with simple steps.  After checking out his website, it was a no brainer for me to have him for one of my events.  

In this post, I am excited to share his framework and how you can improve your brand messaging to generate measurable results without bashing your head against the wall.

So, let’s dive in!

“I always wonder how in the world (insert a name) gets so many offers and opportunities, like speaking at XYZ conference or getting an invitation for ABC.  No one understands what he is selling.  Frankly, when it comes to credentials, I am a lot more qualified… I network a lot, too!  I just don’t understand what he does differently.”

Have you ever wondered about the same thing? 

Then, you are in luck.  This is NOT one of those articles you find online about networking & creating reciprocity.  Here, I am going to share the secrets I found from successful entrepreneurs by closely observing what they practice (most of the time subconsciously).

The reason this post is different from other “how to identify & attract business opportunities” articles is I am going to touch on some facts that not many discuss publicly.  You won’t find this on social media timelines. It’s because what I have here is the result of many “behind closed doors” conversations. 

To be honest, as a revenue & growth strategist (link), I was a bit hesitant to even talk about this, as none of these are “strategies.”  But at the end of this post, I will tie it all together.

And…there is more.  As a little bonus, I am going to share one thing the entrepreneurs I observed would NOT do at the end of the post.  This is going to help you assess whether you’ve been growing your business the right way or not.

Curious?

But wait.

Before diving in, let me define what “successful” means in this post since it’s a pretty broad & subjective term.  Let’s start with what it’s not.  Here, I don’t define successful entrepreneurs as simply those who generate a specific amount of revenue, i.e. 7 figures, 8 figures, etc.  Rather, they satisfy these 3 things that are essential to be a confident and fulfilled entrepreneur:

1.     Always generating leads (by being an opportunity magnet)

2.     Taking care of themselves & their people (their team, family, vendors, friends & peers) to be happy

3.     Having future-proof strategies

These are the only 3 jobs CEOs are responsible for. The ones I know who are doing great also have one more thing in common: they receive various business opportunities at all times.  If you like the way I clarified the definition of “successful entrepreneurs,” you are in for a treat!

Now that that’s sorted, let’s unlock the secrets!

“Maiko, there was a client who just called up the office really angry, demanding a refund.  He was really angry & rude yelling at me the whole time...  What do we do?!!!  I didn’t know what to say, so I just told him someone will get back to him… He wasn’t happy to hear that…”

Clearly, the person who took the call was caught off guard and was shaken up by what she had to go through.

Before going any further, let me paint a picture here.

In this particular case, the person who called angry isn’t my client.  That is my client’s client.  Nonetheless it is a huge deal.

Why?

Because here, we aren’t talking about a mere $195 refund.  If it were, I would be saying, “Please don’t waste my time with it.”  How about 100x that?

Yep, try $19,500.

What if this happens to YOU?

What would be your first reaction?

Let me guess, right about now there are hundreds of scenarios running through your mind a mile per second. Am I right?

“How do I NOT refund this guy?  What are my options?”

“How much would I be able to keep?”

“What if we don’t have any choice but to give the money back?!!! We don’t have any room for this!”

If this happened 10 years ago, this kind of news would put me in a panic attack for 5 min. My heart would be racing with an immense amount of stress. Since then, I’ve handled countless non-payment and refund cases over $30K+ per pop. 

So nowadays, my usual response is:

“Alright. Get me all the intel about him.”

See, ideally no business owners should get to this point without doing due diligence to consistently weed out clients from hell. At the same time, though, even with the best intention & strategy, we aren’t completely immune to this kind of incident from time to time.

Here we are.  What's done is done.  There’s no going back. 

So, what do we do now?  What would YOU do?!

“I am not a creative person like you.”

I get this a lot from small service business owners.  The funny thing about it is that I don’t consider myself a creative person in the way they describe.  But as a business growth strategist, providing various perspectives to my clients is my job.  Because of this, I am definitely intentional about keeping my mind open for new ideas.

There is bad news & good news associated with this story of “I’m not creative.”  So, if this is you, read on!

By the way, I call this statement a *story* because they are the ones who made a decision to label themselves as such based on…really no scientific or logical reasons.  It’s just a thought backed by nothing. More on that later.

Let’s start with bad news.

News flash: Trying to grow a business without being creative & resourceful, especially when you need to solve problems, will end up costing you in the long run.

Why? 

There are many problems that can be easily solved by using what you already have.  But because you feel you are inadequate to do creative problem-solving or to come up with new ideas to take your business in the direction you want to take it to, you end up relying heavily on outsourcing.

If it works out, great.  Most of the time though, the process of having others do the job requires some trial & error unless you are driving those projects.  This eats up your time, and you have to pay money for their work if the arrangement is not results-based, meaning you only pay for the results they are bringing in. 

The bottom line is, if you want to grow your business, it is your job to expand your way of thinking.

Now the good news.

I have 3 pieces of good news for you.

1.     Being creative doesn’t mean becoming the next Picasso.

2.     Small actions you can take will make a huge difference.

3.     None of the tips I will share in this post cost much.

As a kid growing up in Japan, I used to daydream about what might be out there waiting for me beyond the ocean lines. 

Because I lived in an island nation, my excitement for the unknown and the future was that much more intense. Unlike living in Austria or Bolivia, islanders are truly isolated by oceans. We simply have no concept of “just crossing the border.”  In other words, living abroad is very foreign to us.

I had all sorts of romantic & wild notions about the idea of living abroad & how different and special my life could be.

Fast forwarding 10 years to when I found myself in the US as an exchange student, I realized it wasn’t all that I imagined as a kid. Right then & there, I realized I took so many things for granted when I lived in Japan, especially things my parents had provided for me. 

This was a priceless lesson in my teenage years:  Appreciate everything; do not take things for granted, however small they may be. How ungrateful I must have looked in their eyes, dying & rushing to get out of where I was, all just to be let down by reality later on?  Like a deserter tumbling down the sand dunes, I ran towards a flowing spring of water, only to discover it was a mirage.

Wanting to rely on getting easy leads online is a lot like this story.  Many of us often romanticize what it would be like to get online prospects into our sales funnel semi-automatically by offering free, downloadable cheat sheets, check lists, webinars, video trainings, etc.  Heck, we can even invest a little in paid ads.  How wonderful it would be!

Now your brain will go haywire with all kinds of expectations.

“No more networking.  No more cold calling.  No more selling.  No more RFP’s.  I don’t even need to leave my house.  Better yet, I can sit by the beach with my laptop & WIFI… I’ll hire help remotely.  People will just buy my stuff online… One-to-one is so yesterday.  One-to-many is the future!”

This guide is for you if the bulk of your leads comes from offline, i.e. referrals and sales, and not from online, i.e. social media, webinar, live stream, and you want to boost your business’s online presence to build repetition (future-proof'ing), and you aren't sure where to start.

"Should I give Instagram a try?"

"Should I do a podcast?"

“Should I hire someone for social media?"

I hear these questions a lot from business owners who haven’t done many of these online activities and only have a very basic website with no content that gets added regularly. If this is you, there is nothing wrong with getting your leads offline.  But at where you are, these are wrong, fragmented questions that will keep you from building a solid base online.

Instead, I'd love you to take a step back and ask this question:

"What content creation strategy should I invest my time in to increase my online presence and stick with & leverage?"

The answer is:  Invest in long-form written content & post on your website regularly.

This strategy comes from my deep belief in building the smallest, meanest profit generating machine, in which you can do business activities that require less effort but produce the maximum effect over time. (Link) 

OK, it doesn’t sound like the sexy answer you were looking for.  But as you read along, you will find out just how smart this strategy really is.

When you focus on what generates compounding effect in your business, you will find yourself putting a lot of effort in the beginning of the process. This is actually the way it should be.  What you are aiming for is to eventually automate the process you are building right now.  To do this, front-loading work is inevitable.

This is the same reason many entrepreneurs don't opt for this route because it completely lacks instant gratification. The work seems endless and tiresome in the face of headlines like:

"How I got 5,000 followers on Instagram in just one week.” 

"How I made $10,000 directly from my Facebook group with 1 offer."

"The secret to my 200K traffic per month to my blog."

What these headlines don't tell you is what goes on behind closed doors.  Most of these posts do not answer the following questions:

In case you haven't heard me say enough, I love hosting interactive live events for entrepreneurs.  It truly allows me to witness a group of people coming together for one goal.

Needless to say, there are ups and downs through the prep process, but I always come out re-energized & so proud of my community’s engagement.

You might say, “Live events? Wow, that’s so old school!”

I totally get it. In this age, trust and genuine connections can just be established over the internet.

But I have news for you. There is a trend that many are already talking about in certain entrepreneur communities this year that you don’t want to ignore:

Online businesses, especially online courses & info products, i.e. group coaching, have hit the fatigue point. 

Do you know what this means?

It means people are looking elsewhere for more “hands-on” experience to solve their problems to attain true transformations.  So, servicing “1 on 1” is becoming sexy again.  Building a community where people can show up & share their thoughts is making a comeback.  Some are ditching their online courses & starting to provide in-person, 1 on 1 experience.  ­

This is all happening right now.

See, this is not a “flavor of the month” kind of trend.  This can easily last as long as “make money online” lasted.

This is the reason I chose the topic of “How to Captivate Your Audience Through Public Speaking & What Not to Do on Stage” for my Meetup group this month.  I wanted to arm my Meetup members with effective public speaking skills so that they can attract more customers by sharing their experience and expertise with confidence.

The problem? 

I’m not an expert in this area.  Luckily though, I knew who was.

Tricia Brouk, podcaster of “Big Talk,” award-winning film director, and the host of “Speaker Salon,” lives & breathes coaching professionals who want to give “fearless, ovation-worthy” talks.

I’ve asked Tricia to help my members master the art of public speaking so that they don’t have to go through endless trial & error to get where they need to be.

You know that yucky feeling you get when you see something that has so much “build-up” that you just want to wash it all away?  Whether it’s the way you feel about your hair being coated in product or your brain jammed full with daily to-do’s or not knowing what’s in your bag, I am sure you’ve had this feeling before. 

There is so much going on that you don’t even know what to keep and what to get rid of unless you just dump it all on the table.

The same thing happens to our business after running it for some time.  Conducting a business detox by removing all the build-up can bring in so many new business opportunities without actually starting anything new. 

Imagine being free from the anxious thoughts of having to offer something new or to try new marketing to gain more traction.  You just need to detox your business first by eliminating stagnant areas, which will allow things to run smoothly & effortlessly.

This is, by far, the most underrated, low-hanging fruit when it comes to business transformation strategies.

Visualize a gem covered with thick mud and clay that gets purified with fresh, clear water, revealing its true form.  That can be your business!

If your business is in the season of growth and expansion, what you don’t want to do is to amplify your mess.  Many entrepreneurs tend to focus more on adding things to their businesses over subtracting time-wasting activities, and that’s not a way to go.  For more on how to find out whether your business is “scale-ready,” check out my previous post here. (Insert the link)  

“Oh gosh! Right, I’m ready to detox my business!  Where should I start?”

Glad you are game. But hold your horses for just a minute.  Here, I am going to unearth this one crucial step business owners tend to overlook.  It’s possibly because it’s not often discussed in the business community.  Can you guess what that is?

I have a random question for you.  What cell phone carrier do you use? 

I’ve been using Sprint PCS forever.  Frankly, I don’t even know why.  It’s not so much that I am loyal to them, but more so that it works, and they don’t bother me much.

However, there were a few occasions over the years when I seriously considered switching to another carrier, and I finally had to ask them:

“Why are you (Sprint PCS) giving so many incentives to NEW CUSTOMERS & not the ones who have been with you the whole time?!”

Can you relate? 

I don’t think it matters which carrier you use.  In the US, as far as I know, carrier companies are obsessed with stealing customers from their competitors and completely neglecting their existing customers. I can see that it has loosened up a bit recently, but 5 to 7 years ago, it was so painfully obvious that the only thing they cared about was acquiring new customers.

To make matters worse, most of the carriers have a hefty penalty in place for those who want to switch carriers before their contract expires.  It’s a punishment for leaving your carrier. 

How’s that for CX (customer experience)?  I say it’s a crappy one, for sure. 

You must have seen this pop-up window show up on any website asking, “From 0 to 10, how likely are you to recommend us to your friends?”  This is a part of NPS (net promoter score) in the world of CX.  In this case, I would score low for how likely I would be to refer Sprint to my friends.

To be clear, I am not ranting here about Sprint. I’m using this example purely to make my point for this post.  If this idea of being mistreated and under-appreciated resonates with this you, a long-time customer of any brand, you know how your existing customer may feel about your service.  So, let me ask you:

How have you been treating your existing customers lately?