How To Clarify Your Messaging To Target The Right Audience – Episode 41

Melissa: All right. So let's dive in. So Jackie, it says a question about messaging  we can hop on the mic and to jam on this. 

Jackie: Oh, Hey guys. Love these. This is like my third one, I think.

And they just fantastic. I learned so much, so thanks to everyone who joins on and shares their experiences. I have, finally now down a positioning statement took so long and I am, I'm still having, I think a bit of a struggle with just citing who my market is I guess it'll probably help if I read the positioning statement, right?

Paul: Sure, sure. 

Jackie: Okay. Sorry, just grabbing it. I've got, I help creative entrepreneurs create digital products that look good and get their customers results easier and faster so they can have more impact and grow their business. And then I've got this extra little bit that I learned , unlike others who solely focus on how it looks, we ensure that the content is designed to transform.

So I don't know if it, if that's clear enough or it gives enough away, but the question is I am a graphic and web designer. I got into creating digital and printable planners about five years ago. And obviously coming into this space now,like I'm starting to work with course created membership owners.

And I really want to move into the space where I'm helping them create whether it's handbooks planners or things like that, that help their customers take action, because when you can break it down simple enough and have that roadmap for them to follow, it's easy for them to, you know, take the action and to get the result that they joined in the first place to get.So I know that I'm not speaking to necessarily the business owner because you know, they're busy enough and they just want this done.

So yes, I'll offer the one on one service, which I'm doing with a customer at the minute. And I'm thinking it's creative entrepreneurs. It's those that want to learn this skill to provide the service.So would I be on the right track with sort of nodding down who my best person is? 

Paul: Okay. So, so just to clarify, you're not targeting actual creative entrepreneurs that have courses and memberships you're actually targeting somebody that would serve other businesses that would do what you do, but that would learn from you almost like you don't want to do social media marketing.You want to teach social media marketers so they can go and support people.

You know what I mean? So you want to teach the teacher or you want to teach the person that would go out into the market and do the service. 

Jackie: Yeah, I think so, because as I talk to more people and I started talking to some business owners and stuff in the space,they're like, Oh, I would love that, but I don't want to do it myself that they don't want to be in a membership to learn how to do it because they want to do their thing that, you know, is what they're really great at, which of course so, you know, but it could also be that people want to come and learn how to make those things for their business.And that's where they'd be more  creative because they actually enjoy that.

Paul: Okay. So are you looking at grabbing people that are, that are like currently right now, do not have, like for instance, Photoshop skills and things like that, are you catching people at an early stage? Are you trying to grab people that are already doing design and open them up to the possibility where they can make money with online entrepreneurs or business owners?Like where are you trying to capture this person?

Are they already a designer? And they just, instead of working for a big firm and they're out of work right now, but you want to give them a new opportunity of actually going after entrepreneurs and small business owners, or are you trying to find people that are sitting at home saying, geez, I don't know if I have a job and I'm playing on the computer all the time.I wonder if I can make money over here with something like, are you teaching them the whole new skillset of how to open up every Adobe product?

Jackie: Yeah, that's actually a really good question. And I think that's where I have struggled with, because it can be both. And is it just my messaging for that particular launch?Like people can come in that don't necessarily have design skills because I'll have templates and things that will help them get up and going.

And like I've been using those products for a couple of decades. So it's, to me it's really simple to teach someone who doesn't know it, like how to get around and be confident. But yet it definitely could be someone in the space who does know those products,for example. And yeah, they go, actually, I could do this and having a whole new side of my business that I never saw before.

So is it that I just have to choose one? 

Paul: I see Heather's struggling. This is like jump rope guys. It's like, okay, I'm going to,I'm going to, can I jump in? Can I jump in, 

Jackie: Please do. 

Paul: Heather, you on a, you wanted to speak. 

Heather: Sure. Yeah. I mean, yeah, you just said it, you, you have to choose because if you don't know which of those you're speaking to, you're never going to clarify your message.They're two totally different people, even though they could both use what it is, you have to teach them what you're trying to do.

You, you have to niche and that's true For all of us. And even when we think we have our message refine and we think we have it clarified, you're going to have to continue to niche it down even further.And that's only going to come through actually serving your people. So for you to get there so that you can get it clarified all the way down, you've got to pick one or the other.

Jackie: Thank you. That makes huge sense. And I think now I would say that it created a bunch of learners that already have the skills, because they're going to slot in really fast and be able to take advantage of the opportunity. 

Kelly:  Kelly here, Jackie, I appreciate what you're saying. It is difficult to niche down, but I also think you'll want to be challenged as well.

So going with those people that you kind of already have, you know, some knowledge will be much better for you going forward too.So don't forget about you know, liking what you do every day. 

Jackie: Oh, thank you. That's good insight. 

Paul: Yeah. Great. So you have any input. I know

Melissa:  I'm going to piggyback with everyone.

It's, you know, we as entrepreneurs, we want to help everybody and it just, that makes it, it opens up just it's it's,it's a wide range of people, right? And if you can get more specific, cause that is a huge difference with someone that has no design skills at all, versus someone that has some sort of basis that you want to help take them to the next level it's like Heather was saying, it's, it's two totally different types of people.

Two totally different types of messaging., even though you can help everyone, you can help all of them doesn't necessarily mean that needed to jam pack and help everyone with this particular offer. So that's, that's what I would say. 

Paul: Yeah. let's put it in a different context so everybody can have perspective.

Cause you might, each one of us might be the struggle.There's a difference in messaging and attracting somebody that say, Hey, do you want to learn how to make a gourmet meal at home? Just like you would buy at a restaurant and your messaging and your person is very different than the life cycle of the person saying, Hey, do you want to be a restaurant or an open your own restaurant?

You know,like you have to be careful because this is a huge void between those two points. And sometimes we're like, no, we just want to help people make better meals and (inaudible). We're trying to capture everybody at the same time. And it's like, then what happens is your messaging gets muddy because you're not specifically talking to anybody at all.

Cause they can't relate to what you're saying.Cause you're trying to cast this huge wide net. So try to people where they Are themselves, that way you get into their head. And you're actually talking to the pain points and the struggles and the, and the aspirations that they have. Right. Where they're at right now.

Because just by you changing a couple of words, you're gonna grab somebody that's like in between thinking about opening a restaurant or somebody that's like,Hey, I'm cooking for a family right now. You know what I mean? So you gotta be careful, you know, on what your message is. Cause that's basically the bait.

That'll make people say, Hey, this is what I am. So I resonate. And you pull, well, if you put the wrong thing out there, you're going to attract the wrong catch.Well thank you. They're not going to buy anything. Yeah. So just be careful with that BP, like what your messaging is very important. 

Melissa: Yeah. 

Jackie: Yeah. Because you were sharing that in all finished. So I pick and go that just made it so much clearer that I would be speaking to people who already have those skills. Cause now I'm talking to the opportunity they have rather than trying to go.Yes, you could do it and you can learn my they are  two totally different messages.

So thank you so much. I can take the day off now.

Thank you. 

Melissa: Oh, you're welcome. You're welcome.