Messaging Guide for Discovery Calls, Sales Page, Emails, Proposals and More

THE PROBLEM: WARM LEADS NOT BECOMING CLIENTS

Lara Currie, a trauma coach, was on discovery calls with people — and could see so clearly how she could benefit them — but after the call they wouldn’t hire her. What she was saying wasn’t resonating and she didn’t know why.

THE SOLUTION

Lara sent me a few of her discovery calls, podcast interviews and materials, as well as connected me with a few clients. This was so I could see how she talked about things versus her audience.

Turns out, there were major disconnects between how Lara described situations (like how to deal with a toxic relative) and how her audience talked about it.

I created a guide that gave Lara specific examples on what not to say and what to say instead, so her audience could clearly see how much she could help them.

See a sample from Lara's messaging guide:

After talking with your audience, listening to your calls and podcast episodes, and reading your written material and bids, I’ve identified three major missing pieces in your messaging:

All terminology/jargon needs to be couched in stories and examples OR replaced with a story/example.

Your messaging needs to be geared to the person you’re talking to at that moment.
Your messaging needs to show them what their life could look like if they use you.

Let's tackle these one at a time:

1. Your audience is hearing terminology they don’t understand. Use it within a story/example or replace it with a story/example.

They’ve never heard of Extinction Burst Behavior. They don’t know what you mean when you say triggered reactions, act and react, internal and external boundaries, heritage emotions, etc.

That type of language doesn’t move them to make an investment of money and time into your programs.

What DOES move them to purchase are stories and examples (especially when you’re giving them an example of how they can turn their own difficult situation around).

The good news is that you’re often already doing this! Like when you’re doing a workshop or on a coaching call with someone, you use clear-cut examples, tell stories, and gear what you’re saying to that person’s specific situation.

2. Gear your messaging to the person you’re talking to at that moment

If someone’s describing their struggles and you’re thinking, “Yeah that’s boundary work!,” don’t tell them they need to set external boundaries and then try to explain what that means.

Instead, skip the terminology and give an example of an external boundary they could set. Then tell them how their life would change if they set that boundary (less tension in a relationship, no longer feeling like they’re at the mercy of their clients, whatever it looks like for them).

After giving Lara an overview of the missing pieces in her messaging, I showed her how to discuss common terms she used to resonate.

A Few of Your Common Terms

Act and React. When you say "act and react," explain it like this: You say something and I infer that you mean something else. For example, if I'm a perfectionist and someone goes, “Oh, that wasn't really what I was expecting,” right away, I might hear “You're no good, you did it wrong, I've fallen short.”

The guide then walked Lara through a previous discovery call between her and a lead who ended up not hiring her.

Lara was able to see how to use what they said to change her messaging as she spoke with them and when crafting their proposal. For example:

We’ll start off by listing out the specific things John said he needs help with:

“Would you be able to help me come up with a to-do list? Of like, what to do first, how to break the news to my daughter? I don't know, step-by-step.”

“Having a plan or some sort of a structure where I can move through it a little less emotionally.”

“I'm just trying to not let myself get caught up in fear or obligation, guilt. And to be okay with doing something that's not going to go over well for some people.”

“Reclaim who I am. I feel like I've lost a lot of who I am in trying to please this unbelievable person.”

“When I'm in the moment arguing with my relative, that's the part I need help with, I guess. And to not get wrapped up in it and to not let their...sickness, really...color my view of myself.”

Let’s break this down. John is looking for:

A step-by-step plan. A structure to guide him through this process. He wants this because he wants to feel as well prepared as possible and wants to handle it a little less emotionally
How to deflect harmful, hurtful, non-constructive comments he gets from his relative
Know what to do and say when his relative gets set off (be able to respond rather than react)
How to avoid getting “wrapped up in it” (letting his emotions take over too much)
How to make it to where his relative’s words and behavior don’t affect him as much (“color my view of myself,” losing confidence and self-esteem).
How to reclaim himself and not let fear, obligation, or guilt take over.

Let me give you an example of the type of language that isn’t resonating. This is from your discovery call:

“The three biggest things I can help you with are triggered reactions, how to identify your own, and how to navigate those as well as building strong boundaries both internally and externally and all the emotions that are going to come up. How to walk through them, what they mean, because every emotion has a purpose and it comes up at a certain time for a reason.”

Let’s break this down. You identified John needs help with:

Triggered reactions

How to identify his own triggered reactions
How to navigate those triggered reactions
Building strong boundaries - both internally and externally
How to walk through all the emotions that are going to come up

What each of those emotions means

At this step, the most important thing is that John understands the value of every single thing you said you could help him with. Otherwise, he won’t see the need to spend $3,500 for a coaching engagement with you.

Because John hasn’t been using those phrases himself, we can’t assume he understands what they mean or how they’ll benefit him. But he will understand the value of your coaching if you use stories and examples from his own life.

So instead, let’s go back and rewrite history ;), using his own words:

“The biggest things that I can help you with are coming up with a step-by-step plan, so you’re as well prepared as possible and can move through this process less emotionally; what to say to your relative when they’re making little comments at you and you don’t know what to say; how to respond when they start yelling at you or your daughter; how to walk through your emotions and keep yourself from getting wrapped up in an argument; and how to build up your self-confidence."

You’re still covering everything you said you would help him with (triggered reactions, boundaries, walking through his emotions, etc.), but you’re doing it in his language. This makes your value crystal-clear.