Are you trying super hard to come up with unique-sounding results to stand out online?
Let me let you in on an annoying secret: cliché-sounding results sell.
They sell because us humans are basic, and we tend to want a handful of things: more money, save money, feel healthier (better health), look better, feel better (more happiness), less pain (avoid suffering or struggle), more ease (comfort), save time, praise or approval, feel or get love or connection, and to increase our status or social standing.
In some way, because you’re a human, everything you buy tends to circle right back to one of those results.
Which means, instead of trying to figure out the one result that doesn’t tie into these human drivers, the more you can connect the dots for your people as to how your offer helps them get one of those core human desires, the easier it is for your people to actually get why they should throw their money at you.
This is one place in your business that being cliché can serve you because cliché means your people will get it, and people who get it, buy.
THEN, inside your cliché-sounding results, you get to bring your unicorn brilliance and fill in your offer with all the unique-to-you processes and features that make your offer stand out and THE thing your people should buy to get their basic AF results.
For example: I help people make more money doing what they love. I help my people build, grow and scale a profitable business on their terms.
These results might feel generic and cliché, but that also helps you understand what I’m selling and what you’re getting when you invest through my coaching. And, within this, my work and process is VERY personalized and tailored to each client to support them with their individual clarity, mindset, strategy, and action so they can create their version of business success and increase their income and impact their way.
But, if I only told you I can help you with your clarity, mindset, strategy, and action or that I could coach you to get out of your own way so you can take up space and didn’t also connect the dots to the very real results possible for you on the other side of this that you want - the record-breaking income months, the sustainable income and five-figure cash months on repeat, the booked out roster and waitlist, making more money that you can imagine with ease and on your terms - it would make it a lot harder to understand why my 1:1 coaching is the best investment you can make for your business growth, right? It would feel more like a nice to have…something to think about AFTER you get those money-generating results.
Because you’re human, and you have human drivers and desires.
The same is true for your business and your clients. And, one of the biggest ways I see heart-centered and passion-driven business owners get in their own way is by resisting speaking to the basic results their people want and searching for the special, unique, feel-good benefit they can sub in instead.
Because it feels cliché, because it feels like what “everyone” is doing, because it doesn’t feel special enough, because your work is so unique to you that a generic result doesn’t do it justice, because it feels too easy, because it feels too salesy, because it seems to simple (and that must mean you’re missing something, right?)...
I promise you, business and sales can be very simple if you allow it to be. Business and making money is all about understanding people and human psychology, and human psychology tells us, we basic .
So, when it comes to your message, marketing, and sales, let it be simple AND human: trust that cliché results that come from integrity (aka, they’re possible for your people if they invest in your offer) married with your unicorn process and way of doing things sells.
And because this is based on human psychology and what drives us to act instead of the most recent social media trend, this is also a strategy that builds your foundation that you can trust for the life of your business as you grow and scale - no matter what the online and offline landscape looks like.
I invite you to ask yourself: what are the cliché results you deliver, and what’s your unicorn process that makes your offer different to help your people get said results?
Wishing you your version of success.