How to Align Your Messaging with the Right Prospects for Optimal Fit | The Copy & Content Podcast with Jon Cook, Presented by Keynote Content

Copy & Content with Jon Cook: For Speakers, Coaches, and Experts Who Actually Give an 'Ish'...

Hey, it's Jon Cook with Keynote Content. Thank you so much for joining me today. While you're watching this, as you're listening to this, what I would love for you to do is hit the subscribe button. You can connect and catch up with content as I share it each week. And today, I want to talk about how to align your messaging, how to align the way that you talk about your services, your business, for the right prospects, for the optimal fit.

Something I've found about four or five years ago. Really, I started to see these frustrations with different clients and they're saying, "Well, I'm getting business in, I'm getting projects, I'm getting companies who are connecting with me but I'm kind of miserable." I said, "Okay, tell me about the people that are making you the most miserable." And we started to see this pattern that the people that were making them the most miserable, even though they said, "Hey, I'm bringing in a fortune," but the fit wasn't right and they were miserable. They're saying, "It's scope creep, or it's just wrong personalities. Or they're just, frankly, they're just jerks and I don't want to work with them." And so I said, "Let's put more emphasis on the fit and how do we then align your messaging to attract those optimal prospects so you can know it's the right fit?"

I'm going to walk you through a few different things today. But one thing I want you to keep in mind is fit beats fortune all day, every day. Fit beats fortune. It means that I would much rather have a lower number of clients that are coming in that are at maybe even the same income per project or per contractor engagement, same amount, but a low number of clients and say, "I feel more fulfilled. I'm happier. I get to work with amazing people." As opposed to saying, "Yeah, I have a flood of clients are coming in. Most of them are making me miserable, make my team miserable, making the fulfillment process just kind of a nightmare."

Fit beats fortune. And you've seen a number of different studies. You've probably heard about a number of different times where people will say, "I would much rather take a salary of this amount and know that I can be fulfilled in my work, doing something I love as opposed to a salary that's twice as much or business that's twice as big and just feel miserable." Fit beats fortune. But as you say, how do we then align the messaging?

The first thing I love saying is let's look at your unique value proposition or your UVP as it were. Unique value proposition. And from that, there's the more specific we are about who it is that you want to serve and how you do what you do and what you do, the more it's going to automatically connect with the people who are the best aligned with that already. And it's also going to allow people who are not aligned with that to find out, is that something that I want to pursue? Or do I self select myself away from that and find another service provider, another expert that might be a better fit for them?

And the way I like to look at is going, fit is about serving your audience before they even become your clients.

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Being an expert doesn't mean you automatically have an audience, especially with so much noise in the digital marketing space. You need to break through the noise and establish your message as a rising thought leader in your industry. Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. If you want greater clarity and even better results with your message, visit workwithjoncook.com.