Julie Solomon (4:17)

So before we dive in, I want to start today by just naming something that I see it a lot, but it's been prevalent this week because I've been in so many different docs, and it's kind of been this recurring theme that's popping up, especially after the break. So if this has come up for you in any way, you're not doing anything wrong. But I want to just share the patterns. So many of you have run trainings and webinars and masterclasses and live events and so many things before. And you're so capable and you're so thoughtful and you know your work so deeply. And that's why refining those things can actually get so tricky, because of how thoughtful and deep you are. Because when someone has done these types of events and really these types of marketing assets in the past, it's so normal to come in thinking, like, I kind of know how this works, right? But the reason why you're here and the reason why you joined TRA in the season is to not repeat what you've already done, but to really refine and elevate and a lot of times relearn and how this can work for you at a much higher level of precision. And here's kind of the reframe, and it's not one of you particularly. It's like a pattern that I see when those of you, and you've all been here are getting ready for a launch or you're about to go into a launch, but a reframe that can really change everything is where really learning how to retrain your brain to know that these webinars and masterclasses and live trainings and events that we do. This is not where we convince people that our work is interesting or that it's exciting or that they need it. This is where we help them make a decision. That is the sole point of a webinar, a training, a masterclass is to help someone make a decision and the reason why. And like, I'm going to just talk psychologically here for a moment because it's important to understand what's happening psychologically for the women that are coming into our world when this happens. So when someone registers for your training, it doesn't matter if it's live or not. Their level of commitment to your transformation most of the time is still really low. Even if you've done a really good job of marketing and messaging and all the things that can happen pre launch or when you're in Evergreen, like, most of the time, just due to the sheer consumption of noise that's out there in the space, their level of commitment to us is low. They're not committed yet to your framework, your method, your offer, and even a lot of times, just the problem that you solve yet. And something to keep in mind for all of us, and I do this for myself, is that the people that are coming into our world, into these trainings, into these, even our podcasts, you know, into these assets that we create, they are always subconsciously asking themselves these three questions. When they come into your world, they're thinking, are you like me? So they're thinking, is Jess Spreet like me? Is Grace like me? Is Taylor like me? Is Christina like me? They're thinking, can you lead me? Is this someone that I can trust to actually lead me to where it is that I want to go? And most important piece, is there a clear path that I can actually follow here? That is what is subconsciously happening in their brain the entire time. They're never thinking, how does all of this work technically? They're never thinking, teach me every step. And that's where I think a lot of people accidentally lose conversions. Because instead of helping someone decide, we start trying to educate or inform or inspire, and especially when it comes to teaching and education. This is why teaching and a training can backfire for you. Because psychologically, as human beings, we are primed for pleasure and to move away from pain. So we do not make buying decisions because we understand something intellectually. A lot of times when we go to teach somebody something, that actually puts them more in a pain state because now they're trying to have to figure out and decipher something and it can become information overload.

Julie Solomon (8:54)

I am so excited to share this, especially for those of you who tune into the podcast every week and are ready to actually start putting a lot of this work that you're doing into really intentional action. We just opened up something really special inside the Growth Collective, which is my messaging membership. And right now you can join and try it out for just $1 your first week when you use the link in the Show Notes. Now this is a special link just for my podcast listeners and inside the collective you'll get access to the exact, exact frameworks my high level clients use to create magnetic content that converts. So I am talking about power and pleasure content, mirror messaging, magnetic conversion method, and so much more, all built into an easy step by step path that helps you turn your clarity into consistent sales. And if that wasn't magical enough, all of this has also been updated into a custom GPT prompt to make creating any kind of messaging that you need so much easier and so much faster. It is literally as pleasant plug and play as you can get. Also, every month you get access to a live group coaching call with me where we refine in real time your message together and get you out of your head and back into your heart and your momentum. So if you've been listening and thinking, okay, I know my message could be clear. I just need someone to show me how. I need this to be easy for me. I need something that can meet me where I'm at. This is your sign. Head to the link in the Show Notes and join the Growth collective for just $1 your first week and start that week with clarity, connection and incredible community and conversions today. I cannot wait to see you inside.

Julie Solomon (10:36)

And so if that's true, that we're primed for pleasure and to move away from pain, and if we're wanting to move toward a decision that's pleasurable, the way that we make the decisions is when the resistance is lowered. So the resistance that they would have to buying your offer, to believing in what it is that you're saying that becomes lowered, it is when the fear that they have, they're not enough. For example, in my world, even a lot of women have this fear of being judged or being seen. Even though they so desperately want to be visible, they're so afraid of being seen. So unless I reframe that fear, no amount of information in a masterclass is going to get them to a point of decision. So I have to lower resistance. I have to reframe Fear. And I have to make sure that the path that I am showing them is available to them, feels safer than staying where they are. So if your audience has a misunderstanding about your topic, no amount of information is going to fix that. That. No amount of inspiration is going to fix that. No amount of how to content is going to fix that. No amount of steps. So that's the thing. If my ideal client fears being seen, it doesn't matter how good my framework is, she's still not going to buy. So the job of the masterclass is not here are the steps. The job of the masterclass is, here's why the thing you're afraid of isn't what you think it is. And here's what becomes possible when you move forward. Anyways, does that make sense? And the structure to follow, and this is the strategy that I teach all of you here when you're working on refining these assets for yourself. The structure that we follow is pretty simple, and it's simple on purpose because we don't overload, we don't dump, and we don't try to prove our intelligence, which is really hard for those of us who are very intelligent. So instead, what do we do then? If we're not teaching, if we're not inspiring, then Julie, what do we do? We use case studies. Instead of step by step teaching, we bring in case studies and not just a quote from a past client. Like we bring in a story. Quotes are great, but like, let's tell the story. Like where did this quote come from? So we bring in case studies. How did I actually get this person from point A, which is where the audience is today, to point B, which is where they want to be. So we use case studies. The next thing is that we tell stories because that's how we move people toward that pleasure that I was talking about. And that's how we move them away from pain. We tell stories. And another good thing, an easy thing to dissolve any kind of fear or resistance that someone has is to use metaphors. So you'll see a lot of times when I'm giving you all templates and when I'm trying to train you in this way of thinking, I'm like, let's use a metaphor here. And then we have to name the real fear or the misunderstanding that they truly have, not what they think it is, but what's really there. Because once we name that, then we get to gently guide them to that point of decision. And so when you think about it like a masterclass, it's not an Instructional container. And it's not even really an inspiring container, because an inspiring container, to me it can lack a bit of action. What a training is. And no matter what you choose to call them, it's a motivational container. And so many of you, when you come into my world, what we're having to do, kind of at the same time as like tactically updating things, we're also having to retrain you out of this idea of I need to give them everything. In order for this training to work, I need to fully understand this first. If I don't explain it all, then it's not valuable. And instead into this thought process of I want all of you to think that like your job is to help them see themselves clearly in this training. Your job is to make the decision to buy from you, to feel super safe and no brainer. And then your job is to orient them, not complete the entire journey in the masterclass. So then they don't buy anything, but to orient them that they're at a place of decision. And if they want to complete the journey, that happens inside the offer. Does that make sense? And so if you notice yourself second guessing or adding more or wanting to explain more, that's not a flaw. It's so common, but it's also a signal that you're having to unlearn an old model to step into a more precise one. And that's exactly the work that we're doing here. But that's the stretch for you. This is when you're being called to elevate your own identity into more self trust, into more leadership, into a new way of being and becoming so that energetically your audience is going to be a match for that too. And then I want to add an important note and then I'll get off this. But this is just so prevalent because it's also not about teaching too much in the traditional sense. In fact, what I see most often, especially with women in my world, like each and every one of you, who are incredibly intelligent and intuitive and empathic and esoteric and nuanced and deep, it can be somewhat the opposite. It's not that you're trying to over teach, but you're trying to honor the depth of your audience.

Julie Solomon (16:25)

You know, the moment right before launching something new when all the what ifs hit you at once. What if it doesn't sell? What if no one buys? What if this was a mistake. I have heard those same fears, not only in the businesses of so many women that I work with with, but of course in my business too, and specifically for my clients and my listeners that are building physical product brands, those doubts are very real. And that is why I always recommend starting with a platform that just makes everything feel easier and more possible. Shopify is the commerce platform behind millions of of businesses around the world and 10% of all e commerce in the US from household names to brands just getting started. You don't get to that place unless what you do is really really good. It gives you everything that you need to build your online store. From beautiful templates to built in AI tools for product descriptions and headlines. Even a marketing engine that helps you reach reach your dream buyers. So if you're asking yourself what if this actually works? This is your sign. Sign up for your $1 per month trial and start selling today@shopify.com influencer. That's shopify.com influencer. Go to shopify.com influencer and make your next move with Shopify. I know for so many of us that are growing and scaling our online brands and businesses, having an all in one marketing tool is the exact platform that we need just to take the weight off. And that is why I love Bravo. Bravo is an all in one marketing and CRM tool that helps you simplify communication with your audience. So this is everything that you need need from email to automations to sms, even a built in CRM all in one place. It is designed to help you connect better and to sell smarter without needing 15,000 different tools. I think we all like that. Their AI assistant, Aura truly is a standout because it will suggest content. It optimizes your send times without you having to guess what that is. It even tracks performance so that you can pivot in real time. So it's kind of like having a strategist in your back pocket. Get started for free today. Or you can use code woman50 to save 50% on a starter and standard plans for the first three months of an annual subscription. Just head to brevo.com woman that's www.b R E V O.com woman and take your marketing further with Brevo and Aura.

Julie Solomon (19:21)

And that's where it gets slippery. Because what ends up happening is that you know that your audience loves nuance. You know that they're attracted to depth and symbolism and energy and spirituality and frequency. And you know that that intrigue, it's part of what draws them in. So unconsciously what you start doing is you start trying to bring more of that into the masterclass. Not because you think you need more information, but because you're afraid that if it feels too simple or too grounded or too obvious, that you'll kind of lose that edge. Or they won't feel how special it is or how different it is, or how unique it is, or how deep it is. But just because something attracts someone doesn't mean it's what makes them make a buying decision. So intrigue is what opens the door. And that's why like all of that stuff, the esoteric and the nuance, like that's great for the pre launch marketing, but when it comes to the actual training themselves, when you get human beings that have risen their hand to say, I want to show up and take time out of my day to hear you tell me something about the service that you have, like they are in a primed place to make a decision. So the intrigue opens the door, but the decision is what closes the gap. And those things have to very different jobs. And this is where my deep, intuitive, brilliant, esoteric leaders tend to overcomplicate it. I get it because I am one as well. When you're very nuanced and when you're very multidimensional, you're holding a lot of symbolic meaning and emotional depth and lived wisdom and spiritual language and a lot of energetic truth. But when you try to carry all of that into a masterclass, what actually happens is that the center of gravity disappears and the message gets very diffused. And your audience feels something, but they don't know what to do with it. So then they don't buy anything. So they leave feeling inspired and moved and captivated, but they don't know what to do with it. And that's because the strategy underneath the container wasn't clear. So if you keep asking yourself when you're going to refine these things, like is this too simple? Should I explain more? What if they don't get it? Am I losing my edge here? That's just the misalignment between the depth and the delivery. And so hopefully just a good reminder for you all is that the training is not designed to showcase the full spectrum of your brilliance. It's too brilliant, it's too much. It's too brilliant. Too much in a good way. What the training is designed to do is to help someone simply make a yes or no decision, which means it has to feel almost basic and directional and stabilizing and we have to reduce the cognitive load. And that can feel so uncomfortable for women who are so used to living in the color and the flavor and the depth. Cuz it can feel very boring. It can feel very watered down. It can feel very not me. It can feel very too obvious. But simple doesn't mean shallow and clear does not mean lacking your magic and your essence. Like, you can still lead with your presence and your vibe and your energy and your unique way of seeing the world. That's what's captivating. But we're not asking the masterclass to do that for us. So, like, that kind of language, the deep, esoteric, poetic language that kind of belongs before the masterclass, to draw those people in, that's what warms up the nervous system and creates that self identification and builds that desire and makes them register. But by the time they're in your world, I don't want them assessing and deciding. I don't want them asking, oh, is this interesting? I want them asking, can I trust this path? Is she like me? Can she lead me? And is there a path to follow? And is this for me now? And am I safe to choose this? So let me know how that lands and I would just love to know your feedback and if there's any, like, specific support that any of you want with that, I'm totally here for that. But just the cleaner and more simple the masterclass becomes, the more space that you actually gift yourself for your magic to land, for that brilliance to come in, because that's your magic. That's what's leading that. But the masterclass, in a lot of ways, it's like, how would I create this for my son, who's in sixth grade, if I was trying to get him to buy this? That is how simple it needs to be. He's obviously not my ideal client. So the way that I call him my ideal client is that I'm still me when I deliver that. And it is so hard to simplify it. But I promise you, that's what calls them in. And then your nuance is what makes them say yes. Like, I want to have the continuality between that. But, like, the essence and energy of who you are is going to do that lifting. Like, no one's going to go to your Instagram and not know your vibe. Like, it would be one thing if you were who you were on Instagram and then I joined your masterclass and then you were showing me picture, like, in front of a jet and being like, bro, marketing billions, baby. Like, that would not be a continuality of that. But that's not what's happening. We're just taking your brilliance and we're like, how can we simplify this in A way that just gets them to a point of decision so that the clarity converts them and that there's actually space for the brilliance and the magic to land.

Julie Solomon (24:54)

All right, my friends, thank you again so much for being here with me today and just letting me be me in the midst of the craziness and what we can't control. Just showing up just real as I can be and really giving you a glimpse of what it's like to inside my world, inside these conversations. And if this conversation landed for you, if you found yourself nodding or realizing or exhaling or just noticing, oh, this is the thing that I've been missing too. I want you to know something important. I want you to know that this is the work. This is truly the work. Refining, showing up, trusting yourself, meeting yourself where you are. And this is what happens inside the Revenue Accelerator. It's not the tactics, it's not the service level strategy, it's not the perfection, it's not more content to execute, but it's truly that identity level recalibration. How can you meet yourself where you are, where we refine, how you lead, how you decide, how you create offers and transformations and messaging that feels clear and grounded and safe for your most premium ideal buyer to say yes to. And if you want personal support in this, if you want help simplifying without watering yourself down and leading your people to decisions without force or over explaining, this is where we do the work inside the Revenue Accelerator. And you can apply to work with me inside the Revenue Accelerator anytime. You've got that link in your show Notes for you to dive into. If you want to join me live.

Julie Solomon (26:33)

Next week, February 11, for a live.

Julie Solomon (26:35)

Training that I'm diving more into the Revenue Accelerator and the principles that I teach there. I'm going to also add a link to that in the show notes here. So you'll find the application link in the show notes and you'll also find that free training.

Julie Solomon (26:47)

I do those periodically throughout the year.

Julie Solomon (26:50)

And so we're just hitting this episode at the ideal time because we'll be doing one next week. And whether you apply or not, I just really hope that that this episode and just the realness of me coming.

Julie Solomon (27:05)

Where I am today, in the lack.

Julie Solomon (27:07)

Of imperfection, but in the fullness and steadiness of leadership that you just remember that simple doesn't mean shallow and clear doesn't mean less powerful and your brilliance doesn't need to be proven or curated, it just needs to be trusted. So thank you so much for being here with me and I'll see you hopefully with some power on in my house and a camera that works in next week's episode. Same time, same place.

Julie Solomon (27:35)

All right.

Julie Solomon (27:35)

Bye.

Julie Solomon (27:36)

Bye.

Julie Solomon (27:37)

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