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Welcome to Shiny New Clients, the marketing podcast that helps you attract shiny new clients to your business. We'll talk about social media, what makes people buy, how to go viral, and marketing psychology all in 20 minutes or less. Whether you're a coach, a stylist, or a wedding planner, if you've got a service based business to sell, this is the show you need to fill your calendar. I'm Jenna Warner, your new marketing coach and this is Shiny New Clients. If you're not getting enough people signing up to work with you, here are two of the biggest sales saboteurs that could be finding their way into your marketing and stopping people before they click buy. Saboteurs is one of those words that is easier to write than it is to say, how did I do French speaking folks in the audience, Did I say it right? Do we? It's a French word, right? I think so. I'm going to leave this pretty loosey goosey by saying if you aren't selling as much as you want to be, because I think most people would say, well, yeah, I mean, I'd like to sell more. So even if you're selling lots but want to sell more, or if you're selling nothing and you're having a hard time booking your third, fourth client and you want to get more people on your roster, these could still be the two things standing in your way. They're not picky. They'll latch on to everyone and hold any business owner back. Before I dive in, I do want to invite you to Strategic Stories, the five day challenge that is secretly six days, which is an Instagram stories challenge that'll tell you exactly what to post for a week on your Instagram stories via short, super easy bite size videos. The goal here is while the people watching your stories are your hottest leads, all right? That's who sees them. It's the people who most interact with your posts and who you are dming with typically. Right? So that's where your hot, spicy leads are hanging out. So throughout the challenge, you will nurture the heck out of them all week, connect with them all week, and at the end of the week, once they love you and you have their ear and they're getting used to seeing you every day, you're going to pitch to them. Now. The goal of the Stories challenge is I really created it because people didn't know what to put in their stories and people have a hard time staying consistent with it and they're like, what am I supposed to share? Who am I? Do people really care what I'm having for lunch and that sort of thing. But over time, as more and more people have gone through it, I've had people give me like pretty exceptional results. And there is a tie in to today's theme because sometimes it really is just that one thing that you haven't said to your audience that they are waiting for you to say they are waiting to hear that's going to make them buy. And I just had someone reach out to me. She did strategic stories and she told me about how she bought it a while ago and she did it her words, half assed. Okay. So she didn't really put a lot into it. Got it kind of, you know, tinkered around with it for a week and then just let it go. Who knows what mindset block she had in the way at the time. Because it definitely doesn't take a lot of time to get through. It's going to be like less than 10 minutes a day all in. But anyway, she messaged me, I'll read you what she said. She's like, I started it again on Monday, followed each day exactly this week without overthinking it. And we got eight people to put down deposits for our retreat. And they had previously, like, that's really exciting. Because she'd actually been stuck at four people signing up for her retreat. She needed 12 in order to move forward. So she's like, I'm literally blown away. I literally spent 10 minutes each day on it. Thank you. I forgot she said the 10 minutes a day thing. So great. That's not just a talking point. Like it truly you can do it that quickly. So not only has she made sales, has people commit put down their deposits, but she's able to move forward with that retreat. So friend, if you're out there, congratulations. That's awesome. All from strategic stories, the five day challenge, which is a $10 product that you can get in the chunk of text below this episode. All right, now the fun stuff's over. Let's dig into your marketing psyche. Do you believe that what you sell works? Real genuine question. Do you believe that your clients can get results by working with you? Most people do not have a one word answer to that. Right? Most people are like, yes, but they have to do the work. Yes, but it wouldn't work for some people if, you know, X, Y and Z extenuating circumstances existed or yes, but they do have to try. Or, you know, we have all of these different yes buts, yes buts instead of just yes, I believe this works and that Makes sense, right? Because there's nuance here. If there's gray area, the world isn't black and white. So, of course, you're going to be a little bit concerned that somebody is going to sign up to work with you and not get a result. But then that leads to you downplaying what you can do for the right people who are perfect for you. All right? So then you downplay it in your marketing. Then you add concessions, Then you add words, like just into your copy. If you have the word just in your copy, I swear, you go back, you delete it, you stop downplaying what it is you do. And you're arguing with me, Jenna, I'm different. It's different for me. I hear you. I totally understand. And yes, we need to make sure that everything you put out there is, like, you know, compliant with the governing bodies and powers that be that manage you not lying in your advertising. And I'm not saying lie, but if you are thinking about selling to the lowest common denominator and somebody who's not going to possibly get a result from you, and that's who you cater your marketing language to, then it's not going to shine in front of the people who are, like, perfect for you. They're seeing your captions and your email marketing, and you're talking on your Instagram reels and your Instagram stories like, you don't really believe that this is going to work for them. And if you don't believe it's going to work for them, they don't believe it's going to work for them either. And then they don't buy. So if that's you, here's what I tell my clients in Magic Marketing Machine on our coaching calls. Here's what I have told so many business owners before you, and I will tell so many business owners after you, all right? When you sit down to make your marketing, to write your Instagram posts, okay? To sell to your audience, firstly, I want you to only think about that perfect person who comes to you. And they are ideal. There's nothing about their life or their situation or their history that makes you go, ooh, this might not be for you. They're perfect, all right? And they're committed. This person, they're super accountable to themselves and they're competent, all right? They're competent and they're confident. They. They sign up to work with you because they believe in you and they believe in themselves. They think they're going to get a result, and they're good at stuff. Okay, that's the person you want to write your material for. For most situations, that is the person you want to be selling to and write just like, stay with me, say, I hear the arguing already. I hear you pushing back, not even arguing, but the pushback, I'm feeling it like it won't work. So all we're going to do is when we're writing our content, we're going to think about that person and we're going to write for them. And then you can soften it later. If you write it for that perfect person and you read it back and you think, no, this doesn't click, we can soften it later. We can talk about different ways to change your messaging later. But for the time being, assume the person that you are trying to sell to with this post is the perfect person, not the person who was never ready to work with you to begin with. Now, I work with a lot of helpers and healers and creatives. So think like graphic designer, web designer, therapist, coach, dog trainer. So I'll try and find a whole bunch of different examples so that you can like see where you fit in and you can apply this to yourself more. Say you sell high converting websites. All right, you're a web designer, high converting websites and part of your brain is going, I mean, I can make a high converting website, but it's not going to work unless somebody gets traffic from like social media or like sends traffic to the website. Otherwise it's not going to convert if nobody looks at it. Yeah, of course, of course we know. And the person that you're selling to, that perfect person, they know that it's their responsibility to figure out ways to get people to their website. You can still sell designing them a high converting website, right? Say you are a math tutor. I've also had a lot of people come to me lately who like, you know, tutors, like teaching kids to read, helping kids with disabilities, parents with kids with disabilities, that sort of world, right? Okay, so say you're a math tutor. You are going to teach that child in as many different ways as possible how to do a math formula. And if they don't go home and do their homework, they're not going to remember the formula, they're not going to ace their test. Right? Of course, of course you're relying on them to go home and do the homework. Don't downplay the amount that you're going to show up for in the experience that you have and all the different tricks you have in your tool belt to help teach this kid math we know and the parents know, the kid needs to show up for themselves, ourselves as well. We don't need to play to the lowest common denominator and say like, I can help you, but it only if you do the work right. And again, I just want to be very clear. And I say this in magic marketing machine as well. I'm not telling you to lie in your marketing. I'm not telling you to make false promises or guarantees that you can't hold up to. Actually, with everyone that I work with, I always say you are all in different countries in different parts of the world and answering to different boards and governing bodies. I don't even know the law where you are, so I couldn't possibly try and tell you how to keep things compliant. So I usually go through. Since I sell to mostly people in the United States, primarily, that's where my biggest audience is. I have to abide by FTC regulations. Did you know that even though I'm Canadian, I have to abide by FTC because I sell to people in the States. But anyway, just stay with me here and know that I'm not saying do anything illegal or lie about the results that you can get people. It's really the attitude and the energy behind it. And then your marketing still needs to remain compliant. Okay, Just feel the need to put that out there. Also, I'm not your lawyer. All right, so that's the first one. You having fear that you can't get people results and that your offer won't work is stifling your sales and stomping on your sales. And I. I'm right there with you. I do this myself. Like, I just was in a launch, right? We had so many people sign up to work with me, and I questioned myself and I was like. I was like, sitting on the couch being like, man, I hope my program's good. Oh, my gosh. That's how I know I'm getting tired at night. And like, right as I was thinking that, I got a message from somebody on Instagram who said, oh, my gosh, you have created the Instagram program of my dreams. I've joined all these other programs and they didn't do what yours has done. And I'm like, so thankful to be here. She said she's had a bigger. Sorry. I know. I'm kind of this. It sounds like I'm tooting my own horn, right? I suppose I am. So be it. She says. Like, I'm excited, I'm relieved. I've been trying for years. To figure this out. And I've got a thousand percent further in 12 days since signing up for Magic Marketing Machine than I had in all that time. So I literally voice memo'd her back. This is on Instagram. And I was like, hey, so I just wanna be real with you right now. Thank you. I was starting to question myself and this, this couldn't have been better timed. I really needed a little bit of validation. I was tired. My mindset slips when I'm tired. Maybe you're the same. And then she wrote back and was like, you know, I was actually curious because I know you're launching right now and I was wondering if it. If that happens to you. No, I am not impervious to self doubt. Wish I were. Okay, second one. This one's fascinating. Oh, this one is so cool. All right. So a miracle pill will sell better than a workout regime. Do you agree? A miracle pill will sell better than a workout regime. Everyone is looking for a miracle pill. That's what they want. I mean, just ask Ozempic, right? They're all looking for an easy answer, the quick way out, the fastest path to a result. They're all looking for things to be easy. So if you make what you do look hard, scary, sad, heavy, time consuming, then people don't want it. They would rather have no result and continue trying to seek that miracle cure and then give their money to somebody who is lying to them and isn't as good as you are because their marketing is better. So what do we do? Well, like I said, I won't harp on it anymore. We're not going to lie. We are going to create very intentional marketing so that it doesn't seem like working with you is heavy or hard or scary or slow. Everyone knows that once you sign up with the cross country coach, you're gonna have to run a lot of miles and get blisters. Right? Everyone knows that getting a good result is gonna take a little bit of hard work and some personal accountability and some stick to it Ness. Reasonable people know that it's gonna take some work. And then we need to craft marketing that inspires them and lifts them up and gets them excited and makes working with you feel more like a miracle pill, less like a marathon. How do we do that? That comes back to your messaging, your messaging and your content. And that's exactly where we start. Inside Magic Marketing Machine. For this very reason. Your messaging and your sales content and your copy. And we put it everywhere. We put it everywhere. But first, you need to understand the principle Right. We need to know that we need to make working with you seem like the best option through messaging and positioning. Let me give you a couple examples of this being done. Well, I have one. Okay. So my in laws, they won. They won getting the inside of their house painted. Huge opportunity because it was a really good company that was going to do it too. And so it was like a $2,000 voucher for getting their house painted. And immediately I thought, oh, well, but you guys, like, you know, they're a little bit older. Like, are you gonna have to move all of your furniture? What about the carpets? Like, this seems like a lot of work. And they said, nope. They said they're gonna come in here and they're gonna move all the furniture themselves. They're gonna box everything up and help us, and we don't need to worry about that at all. Oh, okay. So I'm immediately like, oh, all right. So it's not hard. So it's not time consuming. Oh, okay, cool. So there's a great example of building right into their offer, getting rid of. One of the objections people have is like, oh, well, this is going to be too hard. I'll just live with the ugly walls because I'm not strong enough to lift my entertainment system and pull it away from the walls. So they added right into their actual offer. Part of the deliverables is coming to your house and getting rid of that obstacle. Here's another one baked right into my program. Magic marketing machine. People go, yeah, well, I definite definitely want more clients in my business. Totally. And I know I want more followers on Instagram and I want, like, to look better on Instagram, but in the past, this has taken me so much time. It's like, so time consuming. It takes forever. I'm like, great, well, let me build right into my program a hundred ways to make it go faster. Not 100 ways, but all the different tricks that I have after being a social media manager for so many years and managing so many accounts. I'll show you how to edit faster. I'll show you to batch your content faster. I'll show you how to manage your account. In 15 minutes a day, I'll you how to show all of these things. I added them in because people were so concerned that if they wanted this goal of getting clients, it was going to take them so much time with their face. And their phones were like, great, let's eliminate that for you too. So those are two examples of actually editing your offer to eliminate the things that make people feel like working with you is going to be too hard. Those ones are both kind of easy to visualize. Pretty pretty straightforward but there's also the mindset element of this and what people are thinking about their own abilities on a whole on a whole other level. And you listener if you're worried and you think that it's gonna be hard for your clients to get a result and you don't even believe that they can do this quickly and easily, that's gonna show up in your marketing as well. So we wanna get rid of that belief. We wanna reframe all of this because it shows up in your posts. Right. Start backtracking on things and second guessing what you're saying and all of that. All right. Okay. I'm excited to see you inside Strategic Stories. Don't forget to go below this episode and grab that. Start it on Monday morning. Is it Monday today for you? Great. Go now. Start now. That's all from me. Goodbye for now.