Would you like to generate more leads for your business? You’re not alone. Many entrepreneurs pour their passion into creating amazing programs only to wish that they could enrol more clients.
In today’s episode of Influence by Design Samantha and Tim dive into the crucial step of crafting your offer to attract more leads. They put emphasis on truly understanding your ideal client and their deepest fears, frustrations, wants, and desires.
Your prospects don’t really care about the features of your program, they care about knowing that you can help them solve their problems and how quickly it can be done. Thus, being able to clearly define the outcomes of your offer is definitely a game-changer for your business.
If you feel lost in translating your program’s value, this episode is a must-listen. You’ll uncover a proven framework for messaging that converts and will help you transition your prospects from frustrated to fulfilled while scaling your lead generation.
IN THIS EPISODE YOU’LL DISCOVER:
- The importance of marketing your offer (06:50)
- Understanding The Four Forces of your ideal customer (10:03)
- Clearly defining the outcome your offer delivers (13:46)
- Ensuring you can deliver on the promises made (16:57)
- How to determine the value of your offer (18:52)
- “When our business is financially abundant, it gives us more opportunities in all areas of our lives.” -Samantha Riley
- “Your marketing will change more people’s lives than your program ever will.” -Samantha Riley
- “The value in your offer is understanding how big the problem you solve, how quickly you can solve it, and how easily you can achieve the outcomes.” -Tim Hyde
- “Our business is just the catalyst – the thing that allows us to live our lives the way we want to live them.” -Tim Hyde
SUBSCRIBE & REVIEW THE INFLUENCE BY DESIGN PODCAST
Thanks for tuning in to this episode of the Influence By Design podcast. If the information in any of our conversations and interviews has helped you in your business journey, please head over to Apple Podcasts, click the 3 dots in the top right corner of your smartphone screen, follow the show, and leave us an honest review. Your reviews and feedback will not only help us continue to deliver valuable content but will also help us reach even more amazing entrepreneurs just like you!
BOOK AN INFLUENCE AUDIT
If you want to be known as the leader in your industry, book a quick 15-minute Influence Audit.
We’ll work together to identify:
- Your current situation and immediate opportunities for growth
- Uncover the #1 thing holding you back from not being booked as an industry leader
- Develop a 3-step implementation plan to increase your authority and visibility
WHERE TO FIND TIM HYDE
- Website: https://winmoreclients.com.au/
- Facebook: Win More Clients
- Instagram: Win More Clients
- LinkedIn: Tim Hyde
CONNECT WITH SAMANTHA RILEY
Samantha Riley Snippet (00:00):
I love that you’ve brought up models there, because that is the easiest way to be able to show and explain to clients what the outcome is. But don’t be afraid to refine it as you go along.
Because you’re not the same person today that you were yesterday, we don’t have the same expertise, we don’t have the same skill set. You know, all of these things get better as we move through life.
Tim Hyde Snippet (00:25):
Becoming a better expert doesn’t suddenly help people realize that everyone everywhere should suddenly buy from you. Getting better at positioning your offer in a way that really resonates with your client does. And as long as you’re at least competent in what you’ll do, you’ll grow much faster.
Samantha Riley Intro (00:34):
Welcome to the Influence By Design Podcast. I’m Samantha Riley, authority positioning strategist for coaches and experts. If you’re ready to build a business that gives you more than just a caffeine addiction, and you dream of making more money, having more time, and having the freedom to be living your best life, then you’re in the right place, it’s time to level up.
Welcome to today’s episode of Influence by Design. I’m your co host for today, Samantha Riley and joined as always on Thursday with the wonderful Tim Hyde. Welcome, Tim.
Tim Hyde (01:14):
Hey, Sam, how are you doing?
Samantha Riley (01:16):
I’m doing so good. And you must be getting close to going away?
Tim Hyde (01:21):
I am I am. It’s seven days, six days? Not seven days, six days and not 10 hours or something?
Samantha Riley (01:32):
Like 37 minutes? 12?
Tim Hyde (01:36):
Well, it’s a 2:30am flight, which I’m not Oh, out of Melbourne. Yeah. But, yeah, a holiday that’s been probably three, maybe four years. In planning. Yeah. When I when I said, you know, to a couple of mates, you know, let’s all go to France for the Rugby World Cup to celebrate our 50th birthdays.
Samantha Riley (01:57):
I think it’s fantastic. I think it’s such, so such good.
Tim Hyde (02:01):
Couple of guys I’ve known now, you know, pretty much for 38 years. And we first met in New seven at at high school. So yeah, it’s been a long time coming to kind of celebrate this and having a bit of a voice trip leaving the kids and wives and you know, responsibilities behind for a little bit just to completely get away.
Samantha Riley (02:20):
I think it’s fantastic, really looking forward to it. But as
Tim Hyde (02:22):
you know, as we talked about so often, on this show, Sam, you know, business is just the catalyst, the thing that allows us to live our lives the way we want to live them, and 100%.
Samantha Riley (02:33):
And it’s those things that keep us going and keep us motivated. And you know, as much as and I know you and I love our businesses so much. And it’s a huge part of our lives.
And I feel very blessed and grateful that I’m in that position, because so many people hate what they do. And I know you feel the same, but it’s just so great to be able to then have these amazing opportunities available off the back of this so good.
Tim Hyde (03:00):
Yeah, well, I’ve one of my big passions, travel and, you know, traveling through and experiencing culture through through those sort of two things. And I think you learn so much knowledge about other people, but also about yourself when you when you put yourself into other scenarios like that.
And I was reflecting the other day, I’ve been quite privileged that my business has allowed me to travel so much. And with the exception of 2021. No one was really traveling. Iraq, even in 2020, I managed to travel overseas as well.
So pretty much every year, going once going back, as far as I’ve remember, now, I’ve been able to travel overseas, somewhere, which has been fantastic. So you know, I really enjoy it.
And you know, I’ve designed a business that allows me to be able to do that. And if and if necessary, I can take my business with me.
Samantha Riley (03:51):
Yeah, well, I think that leads beautifully into today’s topic we’re talking about, essentially, the foundational blocks for attracting more leads into your business. And this is what’s going to enable us to do these other things in our life.
Because when our business is financially abundant, I guess, let’s say that, you know, it gives us more opportunities in all areas of our life. And specifically, we’re talking about how to attract more leads today, by getting clarity on your message and your offer, which is for me this when I have new clients start with me, this is always the piece that we start on always 100% of the time.
Because I find that this piece people really struggle with and you know, when we’re in business, as one of my clients said to me on a call today she’s when, you know, she came on to our group coaches like that, you know, there’s only so much you can talk to yourself or to the walls of your office, right?
It’s you know, you need to have these bouncing off other people and I think that this is this conversation It helps you to get clear on your message and clear on your offer. Yeah, I
Tim Hyde (05:05):
think this is you’re absolutely right. And I love the you just talking to the walls of your office. This is one of those areas, I feel that, you know, when you look around yourself, other businesses in the same space as you, and you think, what are they doing? Right?
Like I’m, I’m better than them, I have more experience than them, I’m better than them,
you know, but what are they doing to suddenly, you know, scale and grow and in do whatever.
It’s probably because of this area, right? I would somehow managed to nail and offer in a way that really resonates with the people that they’re selling to, absolutely, they might not be good at anything else. And then they’re probably definitely not better than the new at what you do.
But becoming a better expert doesn’t suddenly help people realize that, you know, everyone everywhere should suddenly buy from you. Getting better at positioning your offer in a way that really resonates with your client does. And as long as you’re at least competent in what you’ll do, right, you’ll grow much faster.
Samantha Riley (06:09):
Absolutely. Someone said to me years ago, and I’ve always kept this in the back of my mind is that your marketing will change more people’s lives, than your program ever will.
And that’s a real shift in thinking, right, because as business owners, you know, we often think we need to do the next certification or, you know, we need to be, you know, the best at what we do.
And for most of the people in my world, I honestly believe that they are their absolute experts in what they do. But maybe don’t take the marketing piece as seriously as they could, which means that they’re not growing the business to the level that they’re capable of.
So let’s talk about this tonight, him. And something you said before we started recording, and it was just a great catalyst for you know, what we’re going to talk about is essentially, the very first thing you need to do is completely pivot your thinking from, I’ve got this program, and this is why you should do it.
And changing that thinking so that you’re not looking through and thinking and acting through your eyes, but rather, thinking and looking and acting through the eyes of your perfect future client. And as you said, Why should someone actually care?
Tim Hyde (07:28):
Yeah, I think this is a really key thing. And I, we get into this space, I think there’s got to be we’ve poured so much passion and energy and kind of design into our program, you know, or the thing that we do for clients, we kind of push that we tend to sort of push that front and center and center and go, Oh, my God, you know, well, here’s my here’s my program.
And there’s seven modules and six lessons in each and there’s videos and, you know, you get one hour of face to face consulting time a week, and we’ve got a group, you know, group mentoring thing on Facebook, you know, we have an office hours, and someone’s sitting there.
Yeah. It just sounds like, what? That’s right. And this, you must need to answer this. So what question give us a shit about any of that stuff? Totally know, what they care about is, can you solve their problem? How quickly can you solve their problem? Right?
And what will it cost them in terms of opportunity cost, right. And I’ll say opportunity cost because people can solve their own problems, right? You know, let’s not kid ourselves that your clients can’t learn your skill set, yet to solve their own problem.
But the opportunity cost of the time it takes to, you know, learn your expertise, and paid to write what it would cost them in cash to get it and solve it now. That’s the big difference.
Samantha Riley (08:48):
I’ve got a friend that causes ignorance tax, you essentially you’re paying extra time, or you’re spending extra time to learn the thing. So it’s how much ignorance tax
Do you want to pay? And that’s essentially why people will work with you so that they can get the answer in a much shorter period of time. Because time is money, right?
Tim Hyde (09:09):
And we don’t live forever. Can’t imagine if we did that would have really changed the dynamic of everything.
Samantha Riley (09:16):
Tim Hyde (09:17):
but even then, you know, you are you’re paying this, the value of something is how quickly can you solve it and how easily replaceable is that skill set or that product or whatever.
And this is where we need to completely change the way we look at what it is and how we position our stuff to the market. Right? If we get it right.
Well, things change real real fast. And that’s why you and I both often start with what is our offer to market? Absolutely. I mean, we work with clients, you know, who’s the client, what is the offer?
Why should they care about what it is you’re doing and what are you doing for them? That changes their life, not how are you delivering it?
Samantha Riley (10:00):
Huh, yes, take away that how you’re delivering it. I think starting off with who is the person you’re speaking to? Who is that perfect future client? What do you know about their demographics?
What do you know about their psychographics? What keeps them up at 2am? There’s so that the end they’re not sleeping? Why is it that they’ve got these frustrations? What is it that they fear will happen in the future?
What is it that they want? What are their desires for the future? And really stepping into that person? Metaphorically, of course, not physically stepping into that person, and really understanding how they’re feeling and what their motivations are?
Tim Hyde (10:41):
Yeah, there’s that thing, I’m surprised at how few people have done that sort of, you know, fears, frustrations, wants, desires kind of transformation. And, you know, just to sort of reiterate what you’ve said before, and you’re going to help more people with your marketing and the program.
And it’s really that that transition? Well, what we do is we talk about the transition from before state, frustrated, you know, fearful, whatever to after state, wants and desires. That is what we do.
And if we get, we can articulate that in a way that really speaks to the person who’s hearing us. Again, we’re gonna sell a lot more, whatever it is, that we sell, yeah, right?
Well, I have more interest, we’ll be looking at people beating down our door. And in order to go, I want that thing. And then you get to pick and choose who wants to
Samantha Riley (11:33):
absolutely ignore those four questions like, what are their fears? What are their frustrations? What are their wants, and what are their desires, this is something that’s not a one off event, you don’t do this once and you never do it.
Again, we use this lens for absolutely everything that we do for, you know, lead magnets for content creation, for blog posts, for podcast episodes, for programs, like we do it for everything to really understand.
And it was interesting, because we’ve got some new coaches in our business for our coaching programs. And well, and we’ve got two new coaches, and both of them have worked with me as clients in the past.
And it’s funny, when we were doing some training a couple of weeks ago, she said, You know, there’s this one thing that you used to do with me just about every session that I still do every day in my business, and it’s this, running everything through this lens of the four forces, the fears, the frustrations, the wants, and the desires.
Tim Hyde (12:31):
Yeah, you’re right, it’s so important to do and it does actually really influence how you put together everything, you know, that’s the foundation of your marketing to speak to the right person not. We were founded in 1998.
And, you know, we do this, and we have our headquarters based in Sydney and New York and Los Angeles and London,
Samantha Riley (12:54):
and 23 certificates hanging on
Tim Hyde (12:57):
all our awards. Yeah. And that’s all you know, those are all great things, but they are, they’re not the most important thing in getting your offer to market. Right. Yeah, totally. And you could probably do without all those things and get your, you know, you’ll have a successful business.
Yeah, just by getting enough of that offer. Right. But you’re right there, Sam, really coming back. And one thing I want to add to this is the importance of continually validating this. If you’ve got clients already, this is fantastic. Because you actually go and ask them, yes.
But if you don’t have clients, put it out there and go, is this the right client? And if it’s not the right client, what do I need to change in that matrix? To go back to market to attract the right person?
Samantha Riley (13:42):
Totally. So this is a really important piece, I think the next piece that you really need to focus in on or get very clear on is what is the outcome you deliver? And I find that a lot of people really struggle to answer this too.
And I’ll put my hand up and say, over the years, many times this has tripped me up to have what is the outcome I deliver, you know, it’s very easy to know what we do. Sometimes it’s really hard to distill this down.
So we can talk about well, this is the outcome. But it’s an essential piece of being able to attract clients more easily.
Tim Hyde (14:20):
Yeah, this is where working with someone else is becomes incredibly valuable as well, right. gives you perspective, like I know you find it hard, I find it hard as well. You know, to really articulate in a way that Mike will resonate with my customer, and not come with all the baggage of what I’ve just built
Samantha Riley (14:38):
for things because we’ve got all of this knowledge in our head and it’s like, we find it difficult to be able to I guess get to the clear waters like we’re in the mod we’re in the reads where we can see all of the things.
We’re not able to pare away all of the stuff that isn’t important. Now what is interesting about this is that this is my abs Elite zone of genius. And this is how I help my clients? Do I find it easy to do myself? No, I have a coach that helps me work through this, even though it is my zone of genius.
So if you struggle to do this, don’t think it’s because you know, you’re silly or not smart, or whatever it is, you know, don’t tell yourself, don’t save yourself up that shit sandwich. This is extremely difficult to do on your own.
Tim Hyde (15:24):
Yeah, I mean, we talked about this in the last episode we did together, Sam, where we’ve talked about the importance of getting perspective, right? And, you know, looking at, when you sort of look at the big picture of what it is you’re doing, you’re actually getting someone in and saying, Okay, do I have an accountability partner?
Or am I in a mastermind group? Or do I have a coach or a consultant that I work with, that can give me perspective and insight into maybe looking at my business from a different perspective or different lens than I have? To go? Well, what is the outcome? And it gives you the opportunity to kind of get more sets of eyes on what as you do?
Samantha Riley (16:01):
Totally, totally know. So
Tim Hyde (16:03):
take your model. Yeah. Yeah. Take your model and go, What do you think the outcome of this is? What do you can use it as being valuable to clients.
Samantha Riley (16:14):
And I think once you do that, and I love that you’ve brought up models there, because that is the easiest way to be able to show and explain to clients what the outcome is. But don’t be afraid to refine it as you go along.
Because you’re not the same person today that you were yesterday, we don’t have the same expertise, we don’t have the same skill set, you know, all of these things get better as we move through life.
So what you knew to be right for you, five years ago, could potentially be really different now. So don’t be afraid to change what those outcomes are, or to change that messaging along the way.
Tim Hyde (16:54):
Absolutely. I think we can’t lose sight of not just one outcome. But what is the thing as well? What’s our program? What’s our deliverable? What’s the timeframe we delivered in? And how does our clients achieve the outcome that they’re looking for?
And this has to take into account? Just because we sort of got some amazing marketing around all these promises, firstly, going to deliver to those promises as well.
Samantha Riley (17:18):
Totally Yes. And let me just reiterate that we have to deliver to those promises. And, you know, I was having a little bit of a laugh before we hit record that marketers really have muddied the waters here, because marketers are always trying to outdo each other.
And, you know, it’s, it’s almost at that I can help you create a seven figure business in two hours, you know, because everyone wants to have the better call to action. But here’s the thing, whilst there is always going to be people that can achieve those outcomes in that short timeframe.
It’s not the typical, we need to remember that business is such a process of refinement and distillation, and testing and measuring, getting the data, making it better trying different ways. And that that’s just the way it is.
Tim Hyde (18:07):
I’m reminded here, I think it’s something about Mary
Samantha Riley (18:15):
saying I remember in Something About Mary
Tim Hyde (18:18):
Stiller in accounting two years, I think there’s a scene in the air, he’s talking about the fact that he’s a, he’s a fitness coach or some description, right. And then he kind of he’s developed the six minute ab workout.
Let’s call it six minute abs, and someone comes, you know, some other marketer comes along with five minute ABS a lot, it’s impossible. But that’s, you know, but as marketers, that’s what we do, but we’ve got to be able to write we have to be able to deliver to that thing, as well as make the promise of five minutes has been better than six minute abs.
You know, the value in your offer is that, you know, how big is the problem you solve? And how quickly can you solve it? And how easily it is to achieve that outcome? Right? That kind of define the value of your offer?
Samantha Riley (19:06):
Tim Hyde (19:06):
So if you can solve really big problems really quickly, you are worth more
Samantha Riley (19:13):
100% If I fell over and broke my leg, and I had the option of dumping on the back of a bicycle with someone to take me to the hospital or having an ambulance get me there in a couple of minutes. I would pay extra to have the ambulance, right.
Tim Hyde (19:29):
I’m reminded of an episode of Dragon’s Den that I sourced years ago. And if you don’t know Dragon’s Den, it’s like Shark Tank familiar with Shark Tank. I like same thing as the BBC version of Shark Tank.
And I think up to like 30 seasons or something around so but one of the pictures that I distinctly recall, possibly because also I tell the story a bit as well. But it was a, you know, a young entrepreneur who come in and was pitching an attachment that you could put into toothpaste tubes.
And so whether it was your makeup tube or your toothpaste tube or the, you know, the bottle of whatever it is, you know, that you sort of have in your bathroom.
And so that you could get all of the products out of the tube, right and save you from cutting a toothpaste tube in half. So the last bit of toothpaste from two people do that, oh, some people
Samantha Riley (20:20):
- I didn’t even know that. There we go
Tim Hyde (20:23):
learn something new every day, right? But he’d invented invented this thing. And one of the Dragons said, Well, what is this thing worth? If I’m gonna put this product on all the tubes, you know, in the country, of which there are 10 billion tubes or some ridiculous number? Here?
What is it going to cost me per tube? And young entrepreneur says, Well, I’ve got those numbers, you know, it’s going to cost me 10 Pence, right? For every single is going to increase the price of this product by 10 pence.
Every tube, we put it onto the course the next question was from the dragon was and how much product are we saving? Then what’s the value of the product? We say by putting this extra this device on every single tube and goes, Oh, it’s about two pence. The next thing next words out of the dragon’s mouth was? I’m out.
So, you know, when we look at what our offer is, are we solving a big enough problem? I think just generally, if we can solve bigger problems, we should be trying to solve bigger problems.
But this is a really good example. Right? I’ve solved a problem that doesn’t really exist. You know, and so my offer is good. It is there’s no value in what it is I’m doing.
Samantha Riley (21:32):
You really, really need to know what that that end outcome is. And the importance of where your prospect places that problem as well. Yeah, you just thinking about if I was going to lose weight are we coming from you have to give up chocolate cake to lose weight? No.
Do you want to look hot? You know, in a pair of bikinis at the next Couples Retreat that actually has more of a? What’s the word I’m looking for? That’s more desirable to me. Yeah. So it’s about getting really, really clear on what it is that your perfect future client wants.
Tim Hyde (22:16):
So So you’re right, Sam, I think he’s going through that once you get it right. Get perspective, continue to refine it. And when you do that, like the floodgates will open.
Samantha Riley (22:26):
Absolutely. Tim has been great to chat with you today. As you’ve been listening, I hope that you have had some light bulbs go off in some of the things that you can go back and refine and have a look into so that you can make them a little bit more clear so that you can attract more leads into your business.
If you’ve enjoyed this episode, please share it with a friend. And we’d also love you to share it on Instagram. Please tag us at the Samantha Riley or at Win More Clients so that we can share it with our audience too. And we’ll see you on the next episode of Influence by Design.
Samantha Riley Outro
Thanks for joining me for this episode of the Influence By Design podcast. If you want more head over to influencebydesignpodcast.com for the show notes and links to today’s gifts and sponsors. And if you’re looking to connect with other experts who are growing and scaling their business to join us in the coaches, thought leaders, and changemakers community on Facebook, the links are waiting for you over at influencebydesignpodcast.com