The Amy Porterfield Show

Episode: Transformational > Transactional: Sell Identity, Not Steps
Date: October 21, 2025
Host: Amy Porterfield
Guest: Julie Solomon

Overview

In this episode, Amy Porterfield dives deep into the evolving landscape of online business messaging with guest Julie Solomon, a renowned messaging strategist and business coach. The central theme is the vital shift from transactional marketing (“selling steps”) to transformational marketing (“selling identity”). Together, they discuss how to refine messaging to attract advanced, action-oriented clients and evolve your brand as both you and your audience grow. Julie introduces her “Identity Elevation Framework,” outlines buyer types, and details the psychology of scaling with clarity and authenticity.

Key Discussion Points & Insights

Amy’s Evolving Audience & Messaging

• Transitioning Audience: Amy shares how her own business message has shifted from targeting beginners to speaking to established businesswomen looking to scale, systemize, and lead at a visionary level (00:46).
• Organic Evolution: The shift wasn’t announced loudly, but evolved with Amy’s growth as an entrepreneur:
  “I’ve evolved as a marketer, I’ve evolved as a person, and my business has been doing so as well.” (02:20)

Why “Selling Steps” is Not Enough

• Moving Beyond Hustle: Julie explains the trap of performing productivity and the futility of “doing more.”
  • “You don’t scale by doing more. You scale by being seen as more.” (06:44)
• Authenticity Over Performance: Anchoring yourself in authenticity leads to attracting committed, aligned clients rather than those looking for freebies or quick fixes.
  • “When people feel that you are anchored and you are congruent and you are certain, they don’t just trust you faster, but they buy faster and most importantly, they stay longer.” (08:33)

The Identity Elevation Framework: Three Types of Buyers

Julie presents her central framework:

1. Former Self Buyer (11:45)

   • In survival mode, buys to escape pain, needs constant hand-holding.
   • Attracted by pain-point marketing, but rarely becomes a reliable buyer.
   • Often early in journey (year 0–2), looking for reassurance and steps.

2. Working Self Buyer (16:38)

   • Further along, has partial success but stuck in hustle mode and over-explanation.
   • Consumes lots of content seeking the next hack or step; buys sometimes, but conversion is slow.
   • Still not ready to fully invest or collaborate at a high level.

3. Highest Self Buyer (18:40)

   • Not seeking information, desires transformation, proximity, alignment, and identity elevation.
   • Attracted to aspirational, “mirror” messaging focused on who they want to become.
   • “She wants that mirror, she wants that resonance, and she wants that transformation as quickly and as easily as possible.” (25:14)

Mirror Messaging vs. Information-Based Content

• Mirror Messaging:

  • Speak to desire and transformation, not tactics or pain (19:36).
  • Example: Instead of “Aren’t you tired of not losing weight?” (pain-direction), use messaging that mirrors the buyer’s aspirational identity.

• Practical Exercise:

  • Audit last five pieces of your content: Who are you speaking to—former, working, or highest self buyer? (25:25)

Non-Buyer Energy vs. Ready-Now Buyer Energy

• The Pitfall of Non-Buyer Energy:
  “You’re so inspiring, you’re on my vision board to work with one day.” (29:56)
  • This kind of “audience” will rarely convert, despite engagement.
• Shift to Ready-Now Buyer Energy:
  • Speak with conviction, clarity, and authority; activate, don’t just nurture (32:10).
  • “You’re actually babysitting resistance instead of mirroring possibility when you keep speaking to that non buyer energy.” (32:33)

Polarization vs. Conviction

• Being Real vs. Being Polarizing:
  “You don’t need to force it, because again, that’s going to be performative… Really come at it from a place of truth and conviction.” (33:46)
• Julie’s Example:
  • Sharing her willingness to hop on an unscripted SOS call with clients, contrasting her approach with trends in the coaching industry (34:00).

Transactional vs. Transformational Marketing

• Define the Difference:
  “Transactional marketing sells a product… Transformational marketing and messaging sells an identity.” (38:04)
• Mirror, Don’t Convince:
  “Stop trying to convince people of what you do, and start mirroring who they’re meant to be.” (39:16)
• The Power of Aspirational Content:
  • Truth and transformation always bypass resistance better than transactional “steps.”

Scaling by Evolving Your Avatar

• Amy’s “Hank” Avatar System:
  • One ICA (“Hank”) at different business stages (beginner to millionaire) for scaling content/offers and for clearer internal communication (42:15, 45:42).
• Julie’s Advice:
  • Focus on one avatar, let her evolve with you. Serve her at the phases where you’re best equipped.

Application Beyond Business Coaching

• Broad Application:
  • Frameworks apply if you teach health, mindset, home, etc.—identify the buyer’s phase and decide where you want to serve (47:00).

Notable Quotes & Memorable Moments

Julie Solomon [07:10]
“The more that I kept trying to live for the likes and the applause of followers, the more that I would die slowly from the lack of it.”

Julie Solomon [12:18]
“Teach someone who is the past version of yourself: I believe that to be true. But what I learned... is this works for year zero of the business...Year two, year three, year five, year ten, they’re still trying to serve this former self buyer even though that’s not who they are anymore.”

Julie Solomon [25:25]
“I want you to kind of do a self audit...Ask yourself if you’re really being honest, who are you speaking to? ...Are you talking to your highest self buyer? The buyer that doesn’t want a ton of information. She wants that mirror, she wants that resonance, and she wants that transformation as quickly and as easily as possible.”

Julie Solomon [33:56]
“If you are afraid to show up and to share what is your truth...you don’t have followers. You just have fragile spectators...and a fragile spectator is never going to buy.”

Julie Solomon [38:04]
“Transactional marketing sells a product and transactional messaging sells a product. Transformational marketing and messaging sells an identity.”

Julie Solomon [42:39]
“You will outgrow your messaging faster than your audience will outgrow you.”

Timestamps for Key Segments

• 00:46 – Amy sets the theme: evolving messaging and audiences
• 06:44 – “Don’t scale by doing more, scale by being seen as more.”
• 09:34 – Introduction to the Identity Elevation Framework
• 11:45 – Explanation of “former self,” “working self,” and “highest self” buyers
• 19:36 – What to post if not informational: “mirror messaging”
• 25:25 – Self-audit exercise for your last five content pieces
• 29:55 – The dangers of “non-buyer energy” and nurture traps
• 32:33 – “Babysitting resistance” vs. “mirroring possibility”
• 34:00 – Julie’s case study: SOS calls and real connection
• 38:04 – Transactional vs. transformational marketing defined
• 42:39 – “You will outgrow your messaging faster than your audience will outgrow you.”
• 45:42 – Amy on the “Hank” avatars and team clarity
• 48:18 – Julie details her Growth Collective membership (supported by custom AI tools)
• 53:51 – $1 week trial offer for Growth Collective

Action Steps & Takeaways

• Audit your messaging: Are you selling steps, or are you selling transformation and identity?
• Identify your buyer: Tailor your messaging for the “highest self” buyer—those ready for transformation, not just more information.
• Embrace authenticity: Speak with conviction rather than performance or people-pleasing; mirror the future your best clients aspire to.
• Evolve your avatar: Let your ICA grow with you; don’t rewrite or multiply avatars unnecessarily.
• Get support and frameworks: Consider membership-driven communities like Julie’s Growth Collective for ongoing guidance.

Resources Mentioned

• Julie Solomon's Instagram: @juls.solomon
• Pamelyn House of Health Instagram: (Linked in show notes)
• Julie's Growth Collective Membership: amyporterfield.com/julie – $1 week trial for podcast listeners

In sum:
This episode is a roadmap for entrepreneurs ready to graduate from “how-to” marketing and step into embodiment of the highest version of themselves—and their dream clients. The shift from transactional to transformational isn’t just about higher-ticket sales: it’s about bigger impact, greater ease, and clients who stick for the long haul.