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You are listening to the Grow youw Local Business podcast where local marketing expert and life coach Leslie Presnol shares the strategies and the mindset to help you reach more people in your city and bring in a steady stream of clients. All right, let's dive in.

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People need some level of certainty to buy. They need some level of certainty that they're going to get the result or, or the transformation or that they will get the thing that they want, or that it'll be delivered how they want, or it'll be the way they want it, or it'll be the experience that they want. If people don't have some level of certainty that they're going to get what they want in the end, after they purchase, they're not going to buy or they will hesitate on buying or they're going to put it off, they're going to continue thinking about it, or they're going to shop around. They're going to compare what you offer to other people in your city who offer it. So how do you create that level of certainty? That's what I want to talk about today. And I think honestly, there are unlimited ways to do that. That's, to me, that's literally what marketing and selling is. It is creating that certainty for people over and over. But I want to deep dive into three areas today, kind of like three to me, easier ways that you could just start doing this and really thinking about this now. So number one, people need certainty in you, like as that local business owner, as that local go to person to give them what they're buying for you to be able to deliver on what you're selling. So in order for them to have that certainty in you, they need to trust you. They need to see that you're the expert, that you are the trusted source, that you're the go to person, the authority, that you've done this before now, whether for yourself or for other people, they want to know that you're the best option and why. Like what's your street cred? So this isn't bragging either. It's you creating that certainty for them. It's literally for them to make a buying process. It's just building that belief up in you to be the person that gets them the result or the thing that they want. So you have to tell your, your people about you over and over. Not just once. Like I think that I tell my story and talk about myself all the time. I'm like, oh, it's on the podcast. They've heard it. Like I Think that people know I was a blogger like 15 years ago. And then I grew this huge local following around my blog. I created all these big local events, sold products, services, and really built this brand. And then from there it turned into me helping other business owners in my area do the same to build their local audience to market themselves. And I started doing their social media, all of their marketing, and I got fully booked with that. And then eventually I became a coach. So I think I have told my story enough, but we can never say it enough because I talk to people all the time and they're like, wait, what was your business? What did you do? Who are you? How do I know you can help me? So I have to explain, like, I've done this before in multiple iterations of my business. Anything you're going through right now, I have been through it, I have failed through it. I have learned the hard way before Instagram even existed, before the Internet is what it is today, before coaching existed, I have done it. And I get to say now I've helped hundreds of people do it too. I can help you in my story of getting my self results, getting clients results. Anytime I tell those stories, I end up creating certainty for them too. So one of my clients is in the nutrition space and she helps her clients get insane weight loss results. And she did it for herself first. That's how she ended up getting into nutrition. She's actually a chiropractor originally. And now she's helped dozens of women lose weight and keep it off. So everything about her and her background, her story, the results she gets, people like that is what creates certainty for her people to know that she's the one to help them. Like, okay, she has done it for herself and now she's helped all these other people too. Great. Like, I feel more certain about her now. Now they also need to be certain in themselves so they can be certain in you. But they also need to know that it's highly possible for them to have the results, to have the transformation, to have and hold the thing that they want to be able to keep the thing, or to have the experience. And one way that you can build up more certainty in themselves and in you and in your business in general is through social proof. So social proof is like testimonials, client wins, client success stories, transformations that your people have gotten big or small. And I have heard people say that they don't like to share testimonials or client wins a lot because again, it comes off like they're bragging and let me tell you, I have shared a client win to my stories at least three times a week, every week for the past two years. I share them on my Instagram feed regularly. I share them in my emails. Some wins are huge, like a client getting fully booked within a couple of months of joining the academy, or even within just starting their business. But a lot of the wins I share are really small, like a client getting referred in a local Facebook group, or a client selling out all but two spots to an event, or a client hosting her first event and not dying. And the reason I share all parts of the spectrum is for one reason. It's to show people who are thinking about working with me that it is possible for them to like. Every client win that I share is there to build up certainty in my audience. Like that person who's on the fence, they're watching, they're thinking about it, but they're like, can I do that? Is it possible for me too? Like, I'm. I'm a beginner, I'm not sure. So I show them the smaller wins too, like the micro wins. Or maybe they're thinking, I've been in business for a while, is this possible for me? Or am I stuck here forever? So I just want to show everybody every big, small micro win that people get. I just want them to clock it so they can have the thought, this is possible for me too. It's like, okay, we're going to get access to the same materials, the same trainings, the same coaching, the same support. So if they can do it, if they can have all these wins, like if they can join and get a win, this little win instantly, and then they can get this one again and then this one and this one down the road. And they all keep compounding and adding up until eventually, oh, hello, we're fully booked. If they can do it, I can do it too. That creates certainty. I remember when I first joined my mastermind a few years ago. I was making under six figures at the time, and I was sitting in a room with women running million dollar businesses. And I could have used that at the time to be intimidated or to shut down or tell myself I didn't belong. But I used it as a way to fuel my belief in myself. I used it to create certainty. I would see them celebrate their wins and I would have the thought like, okay, Leslie, you have the same access to the trainings, you have the same education, you have the same coaching, like, you can do this too. It created so much certainty to see people Further ahead of me, the third thing you can do to create certainty for people is to share your process. When people know that you have a certain way of doing things, they feel certain. They're like, okay, this person's got me. That's why you always hear me talking about my five step process inside the localpreneur Academy. Like, first you're going to learn how to stand out. Then you're going to learn how to reach people who live in your city. Then you're going to learn how to grow your local following. Then you're going to learn how to create content that builds demand. And then you're going to learn how to sell. It's the only five skill set you need to master to get fully booked. And we're going to coach every week. You're going to get feedback on all of your marketing. That's how we're going to create your results. So when people hear that, they're like, all right, let's do it. Like, she's got a process. It's worked for other people. Let's go. Versus if I was like, nah, you know, like, just come in. Like, we'll dig in. We'll kind of look at your stuff. We'll just see what you're struggling with and just kind of troubleshoot and wing it. Figure it out, we'll get there. You'd be like, no, doesn't sound. Doesn't sound too certain to me. Right. Because that's not a process. That's like, we'll see. That doesn't sound confident. Right. And I guarantee though, whatever business you're in, you do have a process. You may not have thought about it yet, but you do have a process. You have a certain way of doing things or a certain order or certain steps. You have a certain way that you help clients or a way you get people results or steps you go through to make sure your service or product is delivered. A way to make things efficient and guaranteed. Right. And people feel certain when they know you have that. So let me tell you a story. 2025. Last year was the year of all of the cake drama for Leslie. I unsuccessfully ordered every single cake I needed for every single celebration throughout the year. Literally, my friends and family, they just make fun of me now. Like, the good news is I'm officially off cake duty. Like, I no longer am responsible for bringing a cake to any celebration ever again in the future. So it started last January when I had to order my husband's birthday cake from a famous American cookie place that will go Unnamed. He likes his cookies a certain way. He likes them double layered. I think they're called, like double doozy or something. But a double layer cookie with white icing in the middle, but the top cookie covered in chocolate. It's like as much sugar as you can have. And I don't, I don't like chocolate, so it's not my thing. But anyway, I place the order, I go to pick it up, it is all wrong. It's like a single layer cookie, white icing, all wrong. But on the order form it was right. So I'm already thinking when I go to pick it up, I'm like, why is there not some. I placed the order online, but I'm like, why is there not some sort of confirmation process here when they get an order? Like, something is missing to guarantee this gets done correctly. And I know this because it's already happened again this year. My husband's birthday is at the beginning of January and he wants this dang cake every year. And the same exact thing happened in the same place. And I knew it was going to happen again before I even went. It is very clear on paper what we're getting. And when I go in and I read the paper to them, they do get it, but something's happened. They're just. I don't know if they're not slowing down and reading it, but. But me as the business owner and the business coach, I'm always trying to problem solve, but it's just because they're missing a step, right? Whether it's, you know, do they need to double check the order? Do they need to better train their employees? Like something is going wrong, that they're messing up the order. So me as a customer, I no longer feel certainty to buy from them. Their process isn't working. The order process isn't working. Now also, at a separate place, it was my daughter's first birthday party last March, and as you can imagine, my excitement for my sweet little baby's first birthday. And I go that morning to pick up her cake from the bakery. And when I show up, they're like, oh, we had you down for next week. I broke down in tears right there, like, hysterically. Like, I am shaking in the middle of this bakery, like, hysterically. I'm like, my baby, like, mess up any cake, but do not mess up my baby's first birthday. Like, that's the most special one, you know? And I had gone and I had ordered this cake in person. I talked to the lady, I told them exactly what I wanted when I needed it, and the dates apparently got mixed up, But I'm like, oh, you know what? Like, I should have been able to see what she wrote down or gotten a copy, or maybe she should have read it back to me versus me just being handed a receipt. So, again, it was like a step in the process that was missing to create that certainty that my cake would be ready on the right day. All they had to do was like, let me double check. Like, hey, here's what I have written down. Or read it back to me, like, whatever it is, to create that certainty. And then it happened again. I know y' all are thinking, it's me. I'm the problem, but it's not. But it happened again with another baker for my mom's birthday cake. Again, it was a date issue, and this one was placed online, but it wasn't ready whenever I went to go pick it up. And then another one happened at another bakery. And these are all different bakeries, y'. All. All different bakeries. Another one happened for a party where I ordered over the phone. And I will take more responsibility for this one, But I ordered this one over the phone, and I thought I was ordering a cake that was much larger. Based on the photos on their website and the price that I was paying. I just thought I was ordering something different. So. And to me, kind of the ordering process was a little confusing, but that's a whole different story. But the photos didn't match what I actually bought, so I thought I was getting a layered, tall cake. And whenever I got there, it was a flat, smaller cake. It didn't feed the amount of people that I needed. So, again, I wanted to die. Um, but I do take responsibility for that one. But again, I feel uncertain as the buyer if I ever have to place an order there again, because I got confused on their website. I wasn't sure what I was ordering. So I just have a little uncertainty buying there. And listen, I work with so many amazing bakers. This is not anything about bakers creating the uncertainty. I think it was just these certain few that I have worked with, and I had this experience. Experience. But I am currently planning my daughter's second birthday, and I am like, all I want is to see someone post on social media or have on their website a clear process of when I order a cake, knowing that they're going to follow up with me to confirm the dates, the size, the writing, the things, so I can feel certain that when I show up to pick up the cake, it's going to be Ready that it's going to be the right thing, that I can leave with what I need. And that's going to come from a certain bakery having a process, a buying process that they share, right? That they share on their website, that they share when I go in an order or whenever I talk to them, or that they share on social media that would create certainty for me to buy. So I'm currently on the hunt. You guys wish me good luck again. It's not. This isn't a baker takedown at all. I know there are amazing bakeries that do have really solid processes, but that's it. They have solid processes and that needs to be talked about in the marketing. So. So people like me have the certainty to buy. Okay? So that is what people need to create certainty. They need to know that you're the one to help them. They need to know that it's possible for them. And they get that from seeing other people's results. And they need to know that you have a process that. That can get them what they want. And listen, it also, this all boils down to messaging. Everything we've talked about is messaging. In your marketing, in your social media, in your emails, your website, your signage, everywhere. It's you talking about how you help people, clearly about how you're the one to do it. The results you get them, the process you take them through, that is messaging. Now, I would love to help you master this and to help this become something that just is so natural and is so easy for you. And this is what we do inside the local preneur Academy. So click, click the notes in the show notes, click the link in the show notes to learn more and I will see you inside. Hey. If you enjoyed today's episode, I want to invite you to check out my program, the localpreneur Academy. This is the only program for small business owners who want to become the local go to in their industry with a steady stream of clients. You can find more information@lesleypressnell.com and I'll see you inside.