Upgrade Your Unique Message to Upgrade Your Selling Machine [Ep #188]

On this episode I’m going to talk about why you are not getting heard on social media. And this is the number 1 reason why your programs and your offerings aren’t selling or getting any attraction. Stay tuned. 

Hey there! I know a lot of you are wanting to make this your banner year. You are wanting to make this your breakthrough year. And in order to do that you want to put out a program, you want to double down on social media, something that we’ve been talking about since last year. About how basically moving forward social media is going to be king. And getting your message heard on social media is really going to help you drive your business. Because that’s where all of your patients and clients are. And yet we’re stalling and we’re staying stuck and we’re afraid to move forward because of this number one thing that I’m seeing across the board with all practitioners. And health care helpers and all coaches, you name it. Is that the planning, the strategy, the modules, the creation, the course contents. All of that is really exciting. And we spend days and days, like mapping out how our modules to go and what’s going to be included in the eachen, perhaps with the pricing is going to be. And then when it actually comes to launching it or executing it, we immediately hit this wall because of fears, because of limiting beliefs that we still have about selling ourselves, selling our services, the value that we provide with people. And then we see all of these other people doing it online and wondering how they were doing it so effortlessly. How are they selling these larger programs? What is it that they’re doing that I can’t do? 

And the question is; simply because you want to create a program, simply because you’ve laid out all the modules and it has all of your health education infused in there and you’re super excited about it. Does that necessarily guarantee that because you’ve created it, you can then message it and market it? And people are automatically going to be like on board. Because if that was the case, then everyone will have a program, everyone will be launching it and everyone will be successful. And we know that it’s not true. And yet people make it seem like it’s so easy to do, that you can just sign up for a thousand dollar course on creating an online program and follow the steps, get it all put together the exact way they say. Spend a lot on technology with regards to hosting that program, because that’s another big blocker that comes up is; how do I host, what platform I use etc. We get so involved in how to and what to do, in the execution and in the content that we forget one big piece that’s standing in your way. And that is of course your ability to market and message that you have this brand new program that you’re trying to use as a life raft to your patients or clients to get them where they need to go 10X faster if they do it on their own.

So there’s a few reasons why people tend to get tripped up as they’re trying to put together these programs and are seeing lackluster results with regards to people actually in to them. And again, this is in person marketing and messaging while you’re doing your one on one on social media. This is in your email, it all comes down to a few basic elements. One is we are creating programs that are the exact same as what everybody else has already put out. A huge place that I find people trip over is that the want to put everything into the program that they can. They’re going to block out their modules by ok; one module’s going to be on nourishing. One module’s going to be on sleep, one module’s going to be on the gut, one module’s going to be on supplements or whatever. That is so tiring that you need to come up with a unique way to still use all of that information but position it or put it in front of your audience in a different way. In a way that they haven’t heard before, in a way that you’re putting this puzzle together in a slightly different manner than the cookie cutter 10 piece puzzle that everybody else is doing. So you have to put the same information out there in a unique and novel way. And this is why I love talking about creating a struggling avatar, creating a methodology, creating your future paste hero and we talk about it inside our program where you can actually outline the entire journey for someone in a way that they haven’t heard before. 

So for us, we have our GAT protocol, the GAT protocol no one has used before. I googled it, it’s still the same information that all other naturopaths are using, all other health coaches are using, holistic nutritionists are using by focusing on gut adrenal thyroid. That isn’t novel, but my positioning in the market place is new. And I love to use this as an example back in the day palio didn’t exists. And then all of a sudden someone came out with the term palio, and everyone who’d been doing diets for decades before were like amazing. A brand new program, I’m opting into that, this is what I’m going to use. And then keto came out, and then all the palio that weren’t successful in palio moved over to keto. And then high fat-low carbs came out so that all of the people that were unsuccessful with keto moved to high fat-low carbs. So all is a new way of putting together the exact same information that has been out for decades. But putting a brand new spin on it, making a small little tweak and that’s when people really start to lean in and engage with you. 

We created the GAT protocol so that I have a unique branded methodology and that became my niche. That became the thing that our business was platformed on, and what we talk about consistently with our marketing. Then to show the journey, to show the transformation because when you are putting together these same puzzle pieces to everybody else, the transformation is like ‘well, what’s new? What is it that you’re going to get me, which I couldn’t have gotten from just a small person who was doing the exact same thing with the exact same modules in maybe a different order? But it’s a rinse and repeat recipe we fall into that trap. I totally understand that. 

But now we’ve created a struggling avatar, our struggling avatar is the discouraged super mom because we want to be targeting our moms, we want to be targeting women that are in their 30s to 40s to 50s. We want to be targeting these people that are doing all of the things that they can. They’re trying to eat healthy, they’re trying to exercise, they’re trying to balance all of the stressors in their lives and they’re getting discouraged because they’re not seeing the results. And they identify as a good mom, so they are super moms and our transformation is to take them into a place where they become super women. And these are going to be our energized super women, because they want the energy because that energy brings them the motivation to work out, to do more things on their to-do list, and be more productive. But the change in identity from mom to women is also inherently a part of our belief system inside the company where we want them to identify as a woman first and then a mom, wife and all of the other things. 

So we want them to remember their own identity because that brings more focus on them as a human being instead of their environment. And that’s the transformation that we’re taking them on, so we start them as the struggling avatar. The struggling avatar just so happens to be me, but back in the day. Most of the time you resonate with people who are on your journey, but behind you as you lead or charge the path. No different than I have misled practitioners and we lead them through the maximized practitioner method to become the maximized practitioners. I was the misled practitioner, when I graduated where no one told me how hard real life was going to be. No one told me how hard running a business was going to be. No one told me that I have to basically relearn all of my skills and show up as an authentic practitioner when we were so confined to believe that we had to stay within this box. We had to be professional, that we had to be stoic that we had to be robotic, and had to basically unlearn everything I learned in school to actually make a career out of this. So the maximized practitioner method helps my students get through that journey and then finally become maximized practitioners at the end who have a fulfilling practice. That has a fulfilling life, we’re not going for a million dollars. I think low six figures makes people pretty comfortable, so that’s where their journey is. And they can see that, they can see the journey. 

So if you are putting out a program or trying to create something online or a group coaching program or something like that and they can’t see the journey, they don’t resonate that you know where they’re starting from and they can’t see ‘okay the vehicle is her methodology, cool.’ And then the transformation is where I want to be. Most people don’t really care what you’re offering in the middle, they just want to know it will work for me when they’ve been burned by their programs before. They want to know that it is unique and novel. Something that they’ve never heard before, or it has never been explained this way before. And then of course they want the future paced hero, they want to be that person that you’re going to get them to. And that’s when people really start to show up on social media, practitioners are getting heard on social media. They’re getting DMed, they’re getting emails replied to, they’re getting their webinar shown up to. They’re getting their live events shown up to, they’re getting booking shown up to. But if you sound like everybody else you will become muddied by everybody else.

We want you to be that purple cow, and the people that you are following right now there’s a reason why you’re following them and it’s because they’ve created some sort of methodology that you like. Because they understand where you are in your journey as the struggling avatar, they want to be where that person is. You want to be where that person is, otherwise you wouldn’t be following them. They are the future paced hero that you want to be, just like our patients or clients looked to us as ‘ok they’re paving the way for me, I want to have at least some of the knowledge that my practitioner has. How do I get there? I follow the methodology, I follow the steps, I follow the protocol, I follow the system, I follow the program. Whatever it is.’ But these people that you are following the reason why your patients or clients are leaning into because you’ve said something that struck a chord emotionally that made them know you know what their struggles are. And you identified it, you rolled it out, you laid it out there and you showed it to them. 

Now, there’s one other area that I find a lot of practitioners as they’re teasing this out, as they’re figuring out their methodology, their niche, what they want to stand for, what they want their message to be. They immediately get stalled when they start googling with everybody else doing. When they start searching the same terms, the same idea, the same concepts and finding that lo and behold other people are saying the exact same thing. And then that stops them and attracts all of the inspiration, all of the excitement, all of the work that they have just done is now complete garbage because one person, 2 people, 3 people I saw on Google are saying the exact same thing that I want to start to say. Now, how many Instagram gurus do you know that exist out there? There’s thousands. How many Facebook Ad gurus do you know that are out there? There are thousands. How many holistic nutritionists do you know that are out there that are focusing on GAT health? Thousands. How many naturopaths do you know that are focusing on gut first, hormones, thyroid just like we are? Thousands. But that didn’t stop me and there are 2 reasons why. 

One, if you create a methodology with unique language, with a unique spin, with a unique terminology where you’re literally making up words. GAT did not exist, no one is even using GAT in any other form that I could see on Google. I’ve had other people do glat; GLAT. Gut, liver, adrenal, thyroid. Because I created a new term, it is now completely unique to me and no one can touch it. That is my platform that is my stake in the ground, that is what I stand for and no one can touch it. People can come up with other things, they can call it GATT, they could call it MAT. I don’t care what terminology they want to use. I’m the only one with the GAT protocol, that’s the first step and that’s why creating and unique branded methodology something we teach our students in the maximized practitioner program is so vital to finally putting you above the status queue and really having you stand out and immediately become an expert, and immediately become authority in your niche. You’re basically creating your own niche. 

Number 2, is no one is me. No one says the things the way that I do. No has the beliefs, identity, the dislikes, the likes, the opinions that I have but me. And so as I’m rolling out my content on a daily, weekly, monthly basis and I’m interjecting more and more of my personality into my message. And what I believe to be true, and why I think my struggling avatar, my discouraged supermom needs to become an energized superwoman, and why that’s so important, and why we got the GAT protocol together and why I have personally witnessed what my knowing is no one has a leg on me because no one will ever be me. No one will connect with people the way that I do. No one will understand me or understand what I’m putting out there, why I’m putting it out there, or what my background is better than me and the people that want to work with me will then naturally be attracted to them. So if you are wanting to put something out there and you are just doing it because you think you should because you’re following along, create an online program course. Because you are doing all of the steps, because you’ve created the modules, because you’ve put together the content, because you’ve found the right tech to host it on. Because you put in 3, 6, 12 months of your life into building this and then you find that no one is actually raising their hand. No one’s willing to buy, nobody sees the value that you’re putting out there. Then the big thing that you need to work on is to reflect on ‘am I putting something out there that is just the step by step approach everybody else is doing or have I taken the time to fully understand the stake in the ground that I want to be making in this world. This is the impact that I want to be making. 

Did you reframe it in a way that’s unique and novel and connects with you as an individual? Did you talk to your struggling avatar in a way that he or she knows that you know where he or she is coming from? Have you explained the transformation of what they will receive at the other end as future paced heroes? Which is essentially still you in some cases or at least with your knowledge and knowing infused into it. And that’s who they want to become, have you explained what that transformation is well enough? And if you aren’t doing those three things, creating your unique language, your unique methodology. Talking to one, struggling avatar and you know this person well because most likely it’s you that’s why do not agree with creating ideal client and avatar PDF forms because it’s a waste of everyone’s time no one is going to connect with you because you wrote it down on a piece of paper. They’re going to connect with you because you understand their journey. Even if you haven’t gone through the same health concerns as them you have enough knowledge and knowledge now to know where they’re coming from. You’ve heard it from enough people, you’ve heard the language, the words, the phrases that they say, the struggles that they have, and you can talk to those people. I think I’m doing the other side here, and then you can get them on that journey. You know how to take them on a journey, and your vehicle, your unique branded solution will get them there.

It takes time, it takes sitting with it took me 2 weeks to create the GAT protocol, but now our website is all about it. All of our 2-3 thousand dollar programs that we launched this year is just about the GAT protocol and I’m just so convicted to making it work. That I will not be persuaded by anybody else, I will not be persuaded by other health topics. Everything focuses back to this branded protocol, this is my niche and I’m creating my own little ecosystem of messaging that no one can touch and no one can touch your either. So if you’re curious to learn more about this, I encourage you to go to the free master class that I have and I will link to this above the episode. I also invite you to book a call with me and I’ll put that link above the episode as well where you and I can plan this all out. And if you have some ideas, you just need a little bit of insight, this is where I shine. I love picking apart people’s methodology and creating it into something that’s cool and unique. And something I know is really going to make an impact and I just don’t want you waiting any longer for that to happen. So please reach out, I am putting my hand out, I am giving you a resource and of course if there’s any other way that I can support you always let me know. I’m Andrea Maxim, and I’m out.