36 | How Facebook ads revolutionised my understanding of messaging and marketing

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Hello and welcome to Women in

the Coaching Arena podcast.

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I'm so glad you are here.

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I'm Jo Lott, a business mentor

and ICF accredited coach

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Microphone (Samson Q2U Microphone):

and I help coaches to

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build brilliant businesses.

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I know that when you prepare to enter

the arena, there is fear, self doubt,

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comparison, anxiety, uncertainty, shame.

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You can tend to armor up and

protect yourself from vulnerability.

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In this podcast, I'll be sharing

honest, not hype, practical and

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emotional tools to support you to make

the difference that you are here for.

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Dare greatly.

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You belong in this arena.

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Welcome to the 36th episode of

women in the coaching arena.

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I am so glad you are here.

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I'm excited today to share my journey

with Facebook ads and how it's helped

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massively to Uplevel my marketing skills,

which were already pretty good, but

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it's like another level of marketing.

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And so how it can help me to help you even

better to really nail your niche, your

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message, your offer and your marketing.

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We'll also touch on choosing profitable

niches, crafting compelling offers.

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And we'll also talk about some unique

angles from a angle cheat sheets I will be

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sharing at my free forthcoming workshop,

where I'll go deeper into this concept.

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It is on Thursday, the 23rd of November.

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And you will find the

link in the show notes.

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It's called from generic to genius, how

to choose a profitable offer and niche.

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So I would love to see you there.

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Find the link and sign up now.

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I don't do live workshops that's often.

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So grab the opportunity to Uplevel

or create your niche and offer..

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My journey with Facebook ads started

properly only about a month ago.

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I have used them previously for a

short period but I have been working

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with a Facebook ads person this time.

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Last time I did it by myself.

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This time, I am working with someone

and I'm learning so much about how

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important the tiniest details are.

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One of the biggest lessons I have

learned is the power of messaging.

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So for example, we put out 12 videos

where I was talking about niching.

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And.

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Many of them completely bombed.

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And two of them in particular absolutely

flew head and shoulders above the others.

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So, what was really interesting

was that in order to help

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coaches see the value of niching.

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In a way that they resonated

with, and most people watched

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the video, read the thing.

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Like it was 10 times better than the other

10 videos was the way I talked about it.

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So what I said was it's time to stand out

but not by being the loudest in the room.

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By speaking your client's

language with radical empathy

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and profound understanding.

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The challenge is niching down.

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It's daunting, but oh, so critical.

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It's about making your client think, wow.

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They truly get me.

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Rather than some of the other videos

where I was perhaps not coming

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from such an understanding angle.

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So you can take this into your

business too by really noticing.

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What takes off and reusing using those

particular words, that particular content.

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It's about point of view marketing.

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Having a view.

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Showing your understanding and not

just creating something super generic.

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Another way you can stand out is by

being really specific in your messaging

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so, how can you bring in.

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Your unique edge into your niche..

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Many people are nervous about

narrowing it down even further.

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And I completely get that.

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But it really can help.

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So let me cover now, a

few different angles.

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You can bring into your messaging

to help it to stand out.

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So you could go.

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Industry specific.

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So for example, people in

the oil and gas industry.

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You could help the tech industry.

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So industry specific it's one

way you can really hone in to

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be an expert in that space.

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Another way is expertise

orientated audiences.

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So that is kind of more about the

I help lecturers or I help artists.

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So maybe you are talking more

to the expertise that they have.

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Another way you can do it

is talk to that aspirations.

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So you might be talking to.

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Part-time entrepreneurs you might be

talking to people who are pivoting

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from their profession to a business.

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You might be talking to

aspiring early retirees.

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That sounding very tempting right now.

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How lovely to be an early retiree.

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Another way of doing it is to talk

to their personal preferences.

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So home-based caregivers,

fitness and wellbeing followers.

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People who support sustainability.

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Well, you might be talking

to their life experience.

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So individuals post divorce.

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People who have overcome illness,

maybe survivors of bullying.

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So they're not falling into a

specific group that you can search on

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LinkedIn, for example, but they have

been through a specific experience.

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So there are so many different ways.

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And what seems like, a, Basic discussion

is actually extremely nuanced and it's

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these nuances that help one person

succeed and one person not succeed.

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So it's super, super important.

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And like, I was just talking about,

using Facebook ads and how the

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slightest difference in the exact

same message has really helped

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me to see how very important.

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Even the tiny things are.

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So I'm excited to be running that workshop

where I'll go deeper on this stuff.

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But I hope today's episode will

help you to have that mindset shift

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and realize that marketing is an

art and it's something we need to

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practice and continuously improve.

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And enjoy.

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I had a lovely email from someone who had

watched my automated webinar recently.

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And it's helped her nail, her niche,

overcome hurdles about being visible.

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So how can you not love marketing

when I can do that for someone in an

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automated way as well, even better,

it's not taking my time, but I'm helping

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somebody to move forward in their

business and move forward in their life.

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That is why I love marketing.

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And that is why you could love marketing

too, because small things make a

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huge difference in people's lives.

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And I'm guessing you want

to make a difference.

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Yes.

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I know you also wants to make a living.

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And I'm all for that.

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That is the work I do.

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There will be some people who you

can move forward in a free way.

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And there will be other people who you can

completely transform in a paid capacity.

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Let's talk about choosing a

profitable niche and offer.

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The criteria for selecting a niche.

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Isn't just about following a passion.

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Because we also need to think about

the intersection of what you love, what

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you're good at and what the market needs.

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And this is the bit

that people often miss.

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And you want to, like Seth Godin

says one of my favorite marketeers

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run around with a key, looking

for a lock rather than finding a

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lock and fashioning a key to fit.

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So we find the problem and

then we fashioned the key,

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whereas it's so tempting to just

sort of sits around all day.

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Thinking about our niche,

thinking about our offer.

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Designing things that may

be no one will sadly want.

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So that is why I always

recommend validating your

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niche and offer very early on.

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I asked people to do this within

three weeks of starting my program.

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And people never want to do it.

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They always want to rush ahead.

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I want to feel like I'm doing something

I want to be marketing, but the sad

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thing is you're going to be wasting

a lot of time, perhaps building

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a business that doesn't resonate.

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That isn't a problem that is important

enough for people to want to solve.

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So, is it a must have, or is it a nice

to have and how can we keep working

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until we find a must have niche

and offer not just a nice to have.

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I often talk about a bleeding neck

issue, something that they need to

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sort out now because it's serious.

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Versus a sprained ankle that

they're just gonna limp on by.

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And this is where understanding

your audience's pain points and

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aspirations becomes really crucial.

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Another thing I have learned from

Facebook ads is the art of testing.

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So the Facebook ads person I'm

working with has probably 20

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things out there right now.

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When, for example, when I was running

Facebook ads, I just have my one

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ad up and thought that will do.

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And, what she's done differently

is the art of messaging.

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How important, just that same thing that

I'm promoting, but how a different spin

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on it can really help to capture people.

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So again, in your marketing

is about really noticing

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what do people resonate with?

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How can you bring in a story?

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Or some sorts of points of view that

is different from being super generic.

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Another thing I've learned from Facebook

ads or actually I knew already, but it's

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really, really highlighted that again.

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Is what I call my front door back

through all the, so are you talking

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to their front door problem?

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Is it the thing that they say to their

friends that they really need, or is

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it something that's bothering them?

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Probably the real problem.

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The backdoor.

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But the thing that they

are not prioritizing.

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So for example, in a business

sense, what I notice is what's

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holding those people back.

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Is disorganization, lack of

decision-making, confidence.

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Self-doubt, all of those things.

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But sadly, if I promoted a program

that was going to help you with

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a lot of that, you would think.

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That's nice, but I haven't got the

money to invest in that right now.

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I need to get some clients.

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And so that's the difference

for you in your messaging?

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Make sure you are talking to the

thing that they really are consciously

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aware is the problem, not the thing.

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That's actually the problem.

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So again, another example is when I was

trying to help my friend to get a job.

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But it wasn't helping her to get a job.

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I was saying you're really

lacking in confidence.

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I can really help this self doubt

and this worry in this confidence.

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And she was like, no, thank you.

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I'm busy right now.

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I need to get a job so

I could have just said.

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Come work with me i'll help you get

a job and along the way yes the first

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thing she's going to tell me is oh,

no i can't go to that job because

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i'm really nervous and then we would

have been able to deal with that.

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So it's about always leading with

that front door problem and knowing

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that along the way you will be

dealing with back to our stuff as well

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.

In this episode we talked about how messaging -the way you say what you

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say Has a massive massive impact on

your business We talked about how

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using facebook ads has really helped

me to see how nuanced this discussion

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is which is why i'm excited to run an

updated workshop i haven't run this

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one before To really dive into the

nuances that you need in the current

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competitive market that we are in.

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I talked about how important it is

to really notice the things that

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take off and how you can bring in

storytelling how you can use images to

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really stand out .How you can select

a niche that isn't just about passion

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but it's also about market needs.

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How you can bring different angles into

your messaging to really speak to an

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individual need so for example if you're

talking to someone who is retiring

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and wants to start a business They're

going to have very different needs

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to an influencer who wants to create

something to sell to their followers.

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What you're showing them will be very

different and how you're speaking

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to them will be very different too.

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I will be showing lots more examples

in the workshop on thursday 23rd

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of november 10, till 11 GMT.

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i cannot wait to see you then.

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And like i say at the end of every

episode trust yourself believe in

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yourself and be the wise gardner

who keeps on watering the seed.

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Thank you so much for listening to this

episode of Women in the Coaching Arena.

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I have a mess of free resources on

my website joannalottcoaching.com.

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That's Joanna with an A

and Lott with two T's.

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joannalottcoaching.com.

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And I'll also put links in the show notes.

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Let me know if you found

this episode useful.

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Share it with a friend and

leave me a review, and I will

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personally thank you for that.

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Remember to trust yourself, believe

in yourself and be the wise Gardner

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who keeps on watering the seed.

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Get into the arena dare, greatly and try.