Suz Chadwick [00:00:00]:

Welcome to the Brand Builders Lab Podcast. I'm your host, Sue Chadwick, certified business and mindset coach, author, and speaker. Each week, we'll be talking about simple, but powerful business and mindset strategies that will help you build a lean, clean, and profitable business so you can learn to get out of your own way and pay yourself more. Forget average, it's time to level up. Hey, lovely. Welcome back to the podcast. We're gonna pretty much just dive straight in because I did an Instagram live the other day and obviously recorded it for the podcast to sharing with you some of the things that I'm doing right now because I love to give you behind the scenes of my beer what I'm thinking, what I'm doing, and how we're really evolving things. So right now, it's all about content, call to action, clients, and how I'm updating my messaging to make sure that I am speaking to my client's current pain points and really captivating them as far as you know, the sales pages and the things that we've got coming up as well.

Suz Chadwick [00:01:05]:

So I think that this is always something that you need to work on, and so that is what We're talking about today, so let's dive straight in. Let's talk a out revamping and reassessing your copy and your content and the problems that you solve because this is something that I am really focusing on for the new financial year. And I think that the market has changed so much. And the messaging that we used to use and this is a big realization for me something that I've been talking to my coach about as well. But the messaging that we have used for years, the marketing that we've used for years, as I'm sure, you know, has changed. It shifted, and it's time to kind of go back and relook at everything that you've got and ask yourself question, does this message still land? Does my copy still land? Is what I'm sharing still captivating my audience? Is it still connecting? Is it still converting? Which is one of the main things. Yeah? So that's what I wanted to talk about this morning because of the things that I really wanna do is that when I'm in something, when I'm working through something, I also wanna share it with you so that if it's something you need to work on, then you can do that. So if you've got any questions on your copy, your content, or converting your clients, your followers, audience, then let me know in the chat, and we can talk about that too.

Suz Chadwick [00:02:38]:

But the first thing that I've realized is that I got a copywriter to write my copy a couple of years ago, she's amazing. I love her. It's worked an absolute treat. But when I go and I take a look at that copy now, the market's really moved on. Like, that's even though my clients have the same problem where they feel really unorganized, they don't know what they're doing on a daily basis in order to grow their business. don't know how to build their brand, etcetera, manage their money. The language that they're using is really different to what it was a couple of years ago. And so we're now looking at how we revamp all of our sales pages to make sure that we are capturing the problem that people are talking about.

Suz Chadwick [00:03:23]:

So one of the really interesting things that I think I talked about years ago was getting the systems and strategies in place, which I think still resonates with people, but I know that overwhelm is probably one of the biggest things that a lot of my clients are dealing with. They feel like they have to be on all the channels, all of the time. They feel like they don't know where to put, you know, their time and effort, what's gonna work. And so taking a look at your copy and saying, what are the main problems that my clients are facing right now. And what's the language based on the environment that we're in, all the social platforms, where the market's going, and what what's changing, My question to you is, are you still talking about the problem that you talked about years ago, or have you shifted and changed the language that you're using to really connect with what the issue is that your clients are facing right now. And so that's something that we're doing on our sales pages. the other thing that I'm looking at when it comes to the copy that I'm creating is that I've actually just created a new kind of content spreadsheet for myself where I'm going through, you know, what the pain points are that my clients have now. And I'm also taking a look at what the pain points and desires have been that I've talked about in the past and then asking myself, is there a new way to talk about it? Is there any language around this? Is there something that I should be talking about that I may be not? And so even taking a look at what you've add in the past when it comes to your messaging and then saying, does that still resonate right now in July 2023, or do I need to shift and change that message? And I think also testing and playing with messages on your social could be a really great thing.

Suz Chadwick [00:05:10]:

That's another thing that I'm doing is that we're gonna test out messaging. So for example, the other day, I shared my story. I shared my my story of how I built my business. I was 4 days a week in a corporate job, in a leadership job, managing a big team. I had 2 kids under the age of five. I was renovating my house, and I was building my business on the side. And I posted that on LinkedIn as well, and I got 2 strategy calls off that post because I was sharing my story. So now I know that that kind of content not only captivates my target audience, particularly on LinkedIn, but it also converted to strategy calls.

Suz Chadwick [00:05:51]:

So I think it's also testing out your messaging to say when I'm sharing content, what is the outcome that I actually want from this? Like, what would I like my audience to do? Do I want them to engage with it? Do I want to get sales of it? Do I want to you know, encouraged DMs, like, what is the outcome that I want, and then actually measuring whether you're getting that outcome. So me testing my story, then I really need to think about, okay. What other elements of my story could I share? Because of that type of content and that kind of messaging is actually getting me the results that I want. And so it's just about honing in on that message right now. and seeing whether it's working for you too. The other thing is that I'm going back. I, depending on what it is that you do, I always say to clients, especially if you're in a service based industry and also in a in a product based industry, I have a spreadsheet with all of the questions. that my clients have asked me in coaching calls over the last, like, 3 or 4 years.

Suz Chadwick [00:06:54]:

And so I went back to that spreadsheet today, and I was looking at all the questions. And one of the questions was how do I get better testimonials from my clients So that was a post that I did on Instagram today. And so really taking a look at what are the questions that my clients are asking And what is the problem that they're trying to solve when they're asking that question? And how can I create content that then speaks to that question and gives that answer. And then is is that get getting me an outcome? Is that getting me Connection conversation, DM's sales. Cause at the end of the day, obviously, we wanna build community, but if you're a business owner, you on social media. You are on you are creating content. You are writing copy in order to attract clients. to you and your business.

Suz Chadwick [00:07:44]:

And so really assessing whether that's working or not on a regular basis. And right now in Australia, we're at the beginning of the new financial year, which is a great time for planning, really taking a look and saying, you know, do I understand my buyer type? Like, there are 4 different buyer types that you can be selling to. And really thinking about, am I hitting those different buyer types in the right way for them to be able to make decisions. So you've got buyers who are gonna be analytical, and I loved I was listening to, Alex Hamosi this morning, and he was just saying that when you've got people in your audience or you've got clients who are a lot more experienced, then they gonna make more analytical and logical decisions when you've got somebody who is less experienced in your audience, or who you're targeting, they're gonna make more emotional decisions because they don't have the experience to make the analytical and logical decisions, which I kind of get as well. So when you're selling and when you're writing copy and when you're sharing, you know, whatever information it is that you wanna share, ask yourself, am I targeting somebody who is a lot more experienced? So they understand marketing, they understand the way that the market works, They understand, like, the problem. They're not problem unaware. They get it. And so if you're speaking to those types of people who are a lot more experienced in your market, you're gonna have to hit them more with the assertive content and the and the analytical content, like, because they're gonna logical thinkers.

Suz Chadwick [00:09:17]:

And if you're attracting or you're working with a more inexperienced market, then you might kind of appeal more to their expressive elements. So they really want relationship. They wanna feel like you're the right person. They wanna know that you're gonna take care of them. Yeah? And so I think just understanding who your buyer is, so that you can create the content that's going to speak to them, I think, is a really important thing to do. And that's something that I think I'm starting to look at and do a lot more in my content as well. So think about what are the new pain points the new desires and the language around that, and does your sales pages, your copy, and your content hit that? Number 2 is Do you have sort of a bank of questions that your clients ask you on the regular that you can continue to use as part of your content? Because if one ideal client has got that problem. You can be guaranteed that there are 5 other potential ideal clients out there who have the same problem, and then you're speaking to them.

Suz Chadwick [00:10:22]:

and something that they really want and need from you. The third thing is understanding your buyer types. So is your buyer analytical? Are they amiable? Are they assertive? are they expressive? So really, you know, knowing whether they're more experienced or whether they're more junior. And then also just thinking about you know, how you've been marketing and what's changed. So for me, and, you know, talking about these in my wider industry as well are things like inspiring and value added content is an converting as well as it used to. So then thinking about, well, what does that need to look like now? And really starting to understand like, what the emotions are and what people are feeling right now so that you can speak directly to that. Because if somebody comes to me and they share content where they hit the nail on my head as to how I'm feeling and the struggle I'm having. I'm like, thing.

Suz Chadwick [00:11:21]:

I'm pinching their content. I'm there. Like, finding out more about how else they talk about this, what else they could do that could help me. Yeah. So really tapping into, I guess, behind the problem, like, how people are feeling about it, what they're thinking. And so I've shared this before, but I do interviews with my clients as well, like outside of our coaching. I'm like, why did you decide to work with me? Like, how are you feeling? What's the biggest problem that you see for yourself and for your clients? you know, whatever you tried before, all of those sorts of things so that I can then use that content. to be able to speak to more clients like them.

Suz Chadwick [00:12:01]:

And it's something that I just wanna tell you that I don't always share is that I interview a lot of times clients where I'm like, I just want, like, a 100 more of you. And so I spend quite a bit of time with ideal clients. You know, I talk about your ideal your cream and your dream clients. So your ideal client is somebody who is perfect. You love them. You think that they're amazing. And then you've got, you know, your dream client who is somebody where you're like, you know, if I could have a 100 of you, and then you've got your cream client, which is like your really big goal as well. So think about how you can potentially really be creating content for the client that you want so that you can really start to connect more with those types of clients as well.

Suz Chadwick [00:12:50]:

And then the other thing that I think a lot of people are afraid to do is kind of agitate the issue. So really, you know, being okay with saying to clients, like, book a call now, like, let's work together now. And I think Sonja's wear too passive, and I feel like I've been passive, like, for a few months. And now I'm like, if you wanna come to the rise retreat, like, come along. Like, if you wanna get out of the norm, if you wanna think bigger, if you wanna create something that's going to, you know, get you thinking in a different way, then come along. also just having that direct call to action, I want you to think about, are you giving your clients or your community a direct call to action to either buy from you or work with you because I think that we're sometimes so passive and we're like, oh, here's more content. Here's more content. you know, here's here's my thing, but we're not actually saying, hey.

Suz Chadwick [00:13:43]:

If you wanna work with me, like, send me a DM. If you wanna buy, then go to the link in the bio and buy now. Yeah. We've only got so many left. So if you're a product based business, Like, don't be afraid to kind of put that out there. And I also think that, you know, the energy around the way that you're selling the energy around sharing, you know, things like social proof, testimonials, being okay with, like, naming and claiming your space. As in, you know, something like, I had had my business for, like, almost 9 years now. I used to run multimillion dollar businesses before I start of my business.

Suz Chadwick [00:14:21]:

Like, we're scared to step into our authority as well. And so I think that when you're really thinking about selling, when you're thinking about your messaging, when you're thinking about content. I really want you to go through some of the things that I've shared with you today and ask yourself, am I doing that? Am I being really current with my messaging. Am I speaking to my customers? Like, my dream customers, my ideal customers, the customers that I love, and getting more information from them so that I can speak more to that type of client. And also, if you're not sure whether your clients are analytical, or, like, whether they're, you know, somebody who makes a decision based on metrics or testimonials or outcomes, things like that, or whether they're more emotional, then ask them. Like, speak to them. Like, say, when you're making a decision, what's the criteria that you're making a decision on? Like, what are the key things that you're looking at when you're deciding to hire a business coach? Which is a really interesting one because, one of my clients asked me What do I do when somebody says I'm just shopping around as, like, when they're having a sales call with you? And I said to her, one of the things that I always do is I ask what's your criteria for making a decision? Because then if you've got somebody and they're wanting to, like, a coach or a web designer or a copywriter or whatever it is, that you do, then you can have that conversation and say, if you're looking around, let me know exactly what it is that you're wanting, what your criteria or making a decision is so that I can answer any questions for you so that when you walk away from this chat, like, you're not walking away with any questions unanswered. And so I just really wanna encourage you to start to be a little bit more assertive when comes to your content, your copy, and your sales conversations, and how you're speaking to the people that you really wanna work with.

Suz Chadwick [00:16:19]:

I love. You know, that if you've been around here for a while, you'll know that I love talking about naming and claiming your audience. And so one of the audiences that I'm be doing a little bit more, I guess, marketing to on LinkedIn is that because I'm an ex corporate who built a business on the side, with the family and a million other things happening. I'm like, I actually quite like working with corporate women who are looking to build their business on the side as well as entrepreneurs. because I get it, because I was there, and because I can talk to them about the experiences that I had and the things that I did. And so naming claiming your audience is, that's another thing. Like, when I'm on that particular platform because that's the audience that I'm speaking to, I'm gonna be like, if you're a woman who wants to build your business on the side, then I'm the coach for you. Why? Because I've done it because I've got nineties experience because I've did it with a family and all the rest of it.

Suz Chadwick [00:17:11]:

So I really want you to think about whether you're sharing your authority, like, why you're the person to listen to, why you're the person for them to work with. And also, like, really communicating that you understand exactly what the problem is and what they're going through at the moment. So those are just a couple of things that I wanted to share with you this morning because I'm in it. I'm going through my own content strategy. I'm working through my buyer types and also just making sure that the message that I've had in the past is the message that still resonates now. I already know that a lot of that messaging needs to shift, because my clients are talking about their problems in a different way. and so also just knowing that if your sales pages and your messaging is not converting, then obviously the message is not landing. And so that's like, I'm just a really easy way to know, do I need to do I need to review my messaging? Do I need to rethink this? Do I need to make sure that it's still current and up to date.

Suz Chadwick [00:18:14]:

and so that's something that, you know, we're doing and that I'm kind of excited to do as well. I feel like sometimes you just need a bit of a revamp in your business and you need to reinject some new energy, some new messaging, some new thinking into it because if you're not excited by the messaging and you know, what you're putting out there. Nobody else is gonna be excited about it either. So kind of have that gauge. Number 1, is it converting for you? Are you getting comments, engagement, people going, oh, that's so me. If you're not getting that, the message needs to be updated, Number 2, if you're not excited about the message, if you don't feel like it's hitting the spot with your audience, then you need to change it up as well. Yeah? So Happy messaging, updating, and content creation. and also if you are in Melbourne or you're in any of the surrounding states, and you wanna come to the RISE Mini retreat, which is happening on the 31st August 1st September.

Suz Chadwick [00:19:12]:

We're gonna be talking a lot about sales, messaging, and really you stepping into knowing, like, what you wanna bring, the energy you wanna create, the things you wanna do in the next 6 12 months and what kind of mindset and strategy you need in order to do that as well. So the whole, the theme of the mini retreat is think different. So DME, DME, right, if you want any information on that mini retreat, or head to suss chadwick.comforward/rise mini, all one word. So rise, r i s e m i n i. And if that date has passed by the time you're listening to this, then you can always go to souschabrick.comforward/event because we hold dinners and retreats on a regular basis so you can see what the next one coming up is. and you can come and join us. And, you know, something. We do have people from overseas into state as well as locally too.

Suz Chadwick [00:20:11]:

So Don't feel like if you're naughty Melbourne, this is not for you. you are always welcome. But otherwise, have an amazing rest of your day, and I'll see you soon.