Podcast Summary: Shiny New Clients!
Episode Title: Authentic Marketing Doesn't POKE Pain Points... Do This Instead
Host: Jenna Harding (Warriner)
Guest: Joanna Ingram, Messaging Expert
Release Date: March 31, 2025
Introduction
In this insightful episode of Shiny New Clients!, host Jenna Harding welcomes Joanna Ingram, a seasoned messaging strategist, to discuss transformative approaches to marketing that steer away from traditional pain-point-driven tactics. The conversation delves deep into feminine marketing strategies, authentic messaging, and attracting the ideal clients that resonate with your business's core values.
The Pitfalls of Traditional Pain-Point Marketing
Joanna Ingram opens the discussion by addressing a common issue among small business owners: the over-reliance on aggressive, pain-point-focused marketing strategies. She highlights how pushing clients' pain points can lead to negative perceptions and attract the wrong clientele.
Joanna Ingram [00:33]: "Maybe somebody sold to you one time in a way that just didn't feel good. Maybe you saw someone's messaging one time and it actually made you feel worse about yourself than better... it is not the way to do it."
Embracing Feminine Marketing
Joanna contrasts masculine, pushy marketing approaches with feminine, authentic strategies. She emphasizes that feminine marketing is less intrusive and more aligned with integrity, resulting in a more positive connection with potential clients.
Joanna Ingram [00:33]: "I lean to feminine and teach feminine, which is a lot less pushy, a lot less what people usually would refer to as salesy."
Joanna's Personal Journey and Business Transformation
Joanna shares her personal transition from a corporate background to the coaching world, detailing the burnout she experienced from aggressive marketing tactics. This pivotal moment led her to refine her approach, focusing on attracting clients who align with her values and expertise.
Joanna Ingram [02:13]: "It was only six or eight months into my business where I was on the floor literally as well as figuratively. I just couldn't do it... shifting massively to help people attract the clients they really want to work with."
The Three-Pronged Framework: Messaging, Marketing, and Energetics
Joanna introduces her comprehensive framework that intertwines messaging, marketing strategies, and energetics. She explains how a shift in one area naturally influences the others, fostering a cohesive and effective marketing approach.
Joanna Ingram [05:02]: "When you shift one, you kind of shift them all. They're beautifully interlinked."
Implementing Desire-Based Marketing
Moving beyond pain points, Joanna advocates for desire-based marketing. This approach focuses on what clients aspire to achieve, creating a positive and aspirational connection rather than dwelling on their struggles.
Joanna Ingram [09:19]: "The hook of any piece of content can be brilliant if we use it in terms of a struggle, but only as an identifier."
She provides a practical example of transforming struggle-based hooks into desire-based calls to action:
Joanna Ingram [09:33]: "Are you struggling to write content that really connects with the clients that you most want to work with?... after that hook, then what we need to do is understand a whole lot about what they really want, what that transformation is."
Maintaining Integrity in Messaging
Integrity is a cornerstone of Joanna's marketing philosophy. She stresses the importance of respecting clients as whole individuals and not just as problem-solver recipients. Authentic messaging fosters trust and positions your business as a genuine partner in their transformation journey.
Joanna Ingram [16:02]: "Calling to what people really want to create is really talking to them with respect and really seeing them as whole, as not broken."
Practical Strategies for Authentic Messaging
Joanna outlines actionable steps for listeners to enhance their messaging:
- Identify Desired Outcomes: Instead of focusing on clients' pain points, highlight the positive transformations they seek.
- Use Respectful Language: Treat clients as capable and visionary individuals, fostering a strong trust-based relationship.
- Align Messaging with Offerings: Ensure that your content seamlessly leads to offers that truly meet clients' aspirations.
Joanna Ingram [15:27]: "If you start changing your mindset and calling to those people, it's literally a calling. It shifts everything about how you create content from the way that you think of your clients through to the actual results you get."
Joanna’s Success Indicators
Joanna explains how to recognize effective messaging through client feedback and engagement. She shares an anecdote illustrating how a client’s affirmation, "Jenna, with respect, get out of my head," signifies that the messaging resonates deeply.
Joanna Ingram [15:27]: "If you start getting responses from people that are like, wow, it's like you're in my head... that's your bingo moment."
Conclusion and Next Steps
As the episode concludes, Joanna Ingram invites listeners to connect with her for further guidance on elevating their marketing strategies. She emphasizes that authentic, desire-based marketing not only attracts ideal clients but also enhances the overall business experience.
Joanna Ingram [19:12]: "If any of those is somebody that's listening, then get in touch and let's chat. Let's see if we're a good fit."
Key Takeaways
- Shift from Pain Points to Desires: Focus on what clients want to achieve rather than their current struggles.
- Adopt Feminine Marketing Strategies: Emphasize authenticity, respect, and integrity to build stronger client relationships.
- Align Messaging with Ideal Clients: Attract clients who resonate with your values and are ready for transformation.
- Maintain Integrity: Treat clients as whole individuals, fostering trust and long-term partnerships.
- Implement a Cohesive Framework: Integrate messaging, marketing, and energetics for a unified and effective approach.
Connect with Joanna Ingram
- Instagram: @iamjo.ingram
- LinkedIn: Joanna Ingram
- Website: JoannaIngram.com
By embracing Joanna Ingram’s authentic marketing approach, listeners are equipped to transform their messaging strategies, attract ideal clients, and foster sustainable business growth without the burnout associated with traditional, pushy marketing tactics.