The moment you decide to have your own business, you also decide to take on a bunch of new roles, whether you want to or not. Bookkeeper, accountant, administrative, manager, visionary, creative, social media expert, marketer…and copywriter. Yep, whether you realize it or not, want to or not, love it or not, if want to be in business, you need to know how to write copy. Your business literally cannot exist without it. And yet, so many coaches, practitioners, and small business owners never give their copywriting skills a second thought and then are stumped when their businesses are struggling to take off, not building an audience, and not creating a connection-based community. It ALL comes back to copy. In this Copywriting Crash Course podcast series, I cover the ins and outs of writing good copy for your small business, even if you’re not a “good writer.” Today, we’re talking about the ingredients for magnetic messaging so stay tuned!
“This is not about what you think you should say and instead it’s what your clients need to hear.” – Shawn Mynar
“A lot of us come at our business with our heads, we’re up in our head. When you’re up in your head, it’s real hard to get in the hearts and minds of your clients.” – Shawn Mynar
“Just for messaging in particular, the combination of how you speak and how they think. Doing so when you use their words but in your unique voice and tone, that is where true connection is built.” – Shawn Mynar
“It’s finding that sweet spot of sharing about yourself while also keeping it about your audience, keeping it about your dream clients. So it’s always about you as it relates to them.” – Shawn Mynar
“How do you know when your messaging is magnetic? Well, you will have engagement in your business from your audience.” – Shawn Mynar
Write Good Copy Waitlist – shawnmynar.com/copy
FULL EPISODE TRANSCRIPT BELOW:
The moment you decide to have your own business, you also decide to take on a bunch of new roles, whether you want to or not bookkeeper, accountant, Administrative Manager, visionary, creative social media expert marketer and copywriter. Yep whether you realize it or not want to or not love it or not. If you want to be in business, you need to know how to write copy. Your Business literally cannot exist without it. And yet so many coaches, practitioners and small business owners never give their copywriting skills a second thought and then are stumped when their businesses are struggling to take off or not building an audience or not creating a connection based community, it all comes back to copy. So in this copywriting Crash Course podcast series, I’m covering the ins and outs of writing good copy for your small business even if you’re not a quote unquote good writer. Today, we’re going to focus on messaging and making sure that your message is magnetic to your dream clients. So stay tuned.
Hey there, I’m Shawn Mynar, and this is unstuck entrepreneur. I’m a former nutritionist who turned a struggling stressful nutrition practice into a thriving freedom build online business where I work from home in my sweatpants while reaching and helping 1000s of people all at the same time. Now I’m obsessed with showing other heart centered coaches, practitioners and solopreneurs how to build a business and life they love. Consider this podcast your safe space to learn both the inner work and practical strategies required to build the impactful profitable business of your dreams, no hustle, grind, or long hours required. That’s right hustle culture, not welcome here. Let’s get into today’s session.
Hey, hey there, friends, and welcome back to the unstuck entrepreneur Podcast. I’m Shawn, your host. And I am grateful to have you here, we got a good episode in store all about Magnetic Messaging. This is also the third episode in the copy Crash Course series that I’m doing here on the show. So that means if you go back two episodes ago, that will be the first one in the series, which is 184 185 was last week. And this week is 186. And the third episode, make sure you listen to them all. I feel like we’re now kind of at the place where if you listen to this episode, you may or may not have a really good idea of what we’ve been talking about, you can still listen to this one first. But if you take it out of context, and don’t go back and listen to the first two of this series, you’re not going to get the full picture. And it may not make as much sense. So listen to this one, then go back to 184. And then 185. And you will be up to date with the copy Crash Course series. Okay, we’re gonna talk about messaging today. I’ve already mentioned this quite a few times in these past few episodes, and also have already had a few episodes of unstuck entrepreneur that we’re dedicated to messaging. It’s something we talk about a lot. And today we’re diving into it even deeper, we’re going big time here today. As I’ve said, I think this was in last episode, messaging is the ingredients of your copy. So before you can write, copy, really all you have to know your messaging, you have to get really super clear on that. If you don’t, then it makes it way harder to write copy. And that might actually be if you feel like you’re someone who deals with writer’s block a lot in your business. Like if you’re writing an email, if you’re trying to build out your website, and you can’t figure out what to put in the text section. Then the big reason behind that sense of writer’s block is just because you’re not clear on your messaging, yet you haven’t done that step. It’s like you’re missing the ingredients like I kind of talked about last week, you’re trying to throw together random ingredients to make a cake instead of knowing what’s included following the recipe to a tee, and then that cake turns out. So it makes it way harder to write any words for your business if you haven’t figured out your messaging yet, and it also is less effective. Again, things we’ve talked about in the past few episodes with your copy being boring or not having personality or edge not standing out not grabbing the attention of the people that you want to grab. That often comes back to a lack of messaging. So when we take the time to really figure this out and dial this in, and it is something that every business needs
It’s also something that every different offer that you have in your business needs, when you take the time to really figure it out, then writing copy actually becomes pretty easy. And it’s almost goes from like trying to pull out some words, pull out some writing into almost like fitting together a puzzle in a way, which is super fun, right. And it also gives you lots of ideas for content too. So again, if you’re someone who struggles to figure out what to post on social media, what to write in a blog post, what to have is your podcast topics. Not knowing your messaging, not being super duper, duper clear on that is part of their problem there. And then as soon as you take the time to get that clarity, then all of a sudden you have this like overflow of our ideas. So you could basically never run out of ideas when you know your message. So really, really important stuff. Hope you have figured that out by now. And that is why we’re going to take an entire episode of this copy Crash Course to go over this and what it really means to have good messaging and to have clear messaging. And then this is also something that is going to be a big piece of the upcoming workshop that I’m hosting for you all that is going to be where we really put the pieces together, we get all the details. And we actually formulate your messaging for your business. And you will also get access to the entire messaging workbook that I personally use in my business for every single offer that I have. And I will give that to you. And it’s about 50 questions that will completely take the guesswork out of you trying to figure out your own messaging. And then by the time you are finished with those 50 questions in that workbook, you’ll have so much more clarity and so many more ideas, and you’ll be able to take exactly what you wrote in that workbook and put it into your copy, it becomes your copy, it fills the spaces where there needs to be text, it fills the captions, it fills the text boxes, it fills the emails. And there you go. Now you are really on a roll in creating the type of content that resonates with your people. And it all starts with this messaging work, it is the most valuable tool that you’ll have in your business for the rest of your business. As soon as you learn how to do this. As I said, you’re doing it for every iteration of your business. I’ve already done the messaging workbook three different times in my business over the past 12 months for three different offers, I go back to it over and over and over again. Of course, every time it gets easier, every time more clarity comes through different words or phrases or ways I want to say things come through that I know will resonate with my audience and business grows because of that clarity. So I’m going to be giving the details of that workshop to everyone on the waitlist very, very soon. And if you’re not on the waitlist, you may or may not hear about it depending on how many people from the waitlist sign up, there’s a certain number of spots, they are limited, I want this to be a small group experience. So you have to really be on the waitlist in order to make sure you get a spot and then I’ll kind of take it from there and see if we have spots available, then I will potentially talk about it here on the show or potentially email it out to those of you who are on my email list, Shawnmynar.com/copy is where you get on that waitlist. And you will be the first to know when that workshop is going to happen. What is going to happen in the workshop, what you can expect what you’ll get out of it. All that good stuff, Shawnmynar.com/copy to get on that, and I will of course, leave that in the show notes. So you can just click into the show notes and get that link. All right, let’s dive in a little deeper into the definition of messaging. From a very basic perspective, it is what you say how you say it, and why you say it to connect with your dream client. We’re not trying to talk to everyone. We’re not trying to talk to anyone who will listen, we are specifically figuring out what to say how to say it and why to say it to the people that you want to work with to the people that need and want your help and the people most likely to connect with you. That is when we can really start building because we’ve gotten more specific
thick. And that’s the goal of messaging. So that definition sounds still pretty vague. Probably, it’s like, cool. Yeah, that does not help me at all, I’m already trying to say the right things. It’s not working, I can’t come up with stuff, here are some additional things to consider. First of all, getting out of your head, and into the hearts and minds of your dream clients. This is not about what you think you should say. And instead, it’s what your clients need to hear. That is a very different lens. And this is quite honestly, what a lot of people aren’t doing. And so this is where you really do have the opportunity to stand out and show your uniqueness and also show your authenticity and your realness because you are turning that lens from you. And to them to the hearts and minds of them. A lot of us come at our business with our heads, we’re up in our head. And when you’re up in your head, it’s real hard to get in the hearts and minds of your clients. So we got to drop it down, take it out of ourselves, I wish you could see my hands right now, because they’re all over the place. Take it out of you and put it into them, and then come at it from that angle, and it makes a world of difference. And then honing in on that a little deeper, it’s zeroing in on the way they by that I mean your dream clients, think, speak, and act, what’s important to them, what motivates them, what’s bothering them, why they have a problem, why they can’t fix their problem, what they’ve tried to fix their problem, what they expect, what they want, what their dreams are, and why they need you to get there.
So that is where we really start creating this message that no one else has gotten. No one else that they have seen and and heard about and looked at and looked into, has really gotten because they haven’t dug that deep. They haven’t gotten there. And when you do, it sets you apart. So then once you also have all of that, and you’ve really gotten clear on all of that about your dream clients, from their hearts and minds, then you also use their language, their language, their words, their phrases, as your messaging. So we have what they’re thinking, feeling, saying. And then combine that with you with your authentic voice with what makes you unique. So it’s the combination, this is just for messaging, in particular, the combination of how you speak, and how they think.
And doing so when you use their words, but in your unique voice and tone. That is where true connection is built. That is where trust is built, that is where rapport is created. And you have this bond, whether you know it or not, because they may just be in your audience and have never actually spoken to you. You have a bond with them. And that bond comes from this place of no one else fully, truly understanding them, except you, you want to be the one that comes to mind for them, of the person that really gets them. The guide, the coach, the practitioner, whatever it is the one that gets them. And when you have built that kind of relationship with your dream client, guess what the next step is to help them for them to get the help they need from you. And that is when you have a paying client. And another thing that happens as a byproduct of having a really good messaging and weaving it into everything you write all of your copy over and over again, is you get to a point where you’re defining their problems better than they even can. You’re talking about their goals and their dreams and their visions better than they can you are really actually putting words to something that they have felt that they have thought about that has been on their mind, but they’ve never been able to express or at least not to the degree that you are and when you can do that, that builds trust beyond anything else in
trust that you can help them solve it, trust that you can help them get there. Because if you can do that, if you can really create that picture for them, then you are naturally the person to go to, to make that a reality. So really, I guess that’s just another example of the importance of having good messaging and why not great messaging or safe messaging, I guess we could even say, or just even not well thought out, messaging doesn’t cut it, it will also take them it’s an very emotional process. And all of your writing should be emotional in your business, because everything that your clients are going through, has an emotional component to them. And when you can take them on an emotional journey from where they are now experiencing whatever emotion they’re experiencing, to this new emotion, maybe it’s a sense of hope, of excitement for a new journey for a new reality, a new possibility. That is an emotional journey that goes beyond just words. And when you can use your words to take people into that place to let them feel something that is so powerful, powerful beyond measure. And, again, not something we can turn away from or shy away from in our businesses any longer. All right, so now that I’ve hopefully use my messaging to sell you on messaging, let’s dive into the ingredients of good messaging, what you really need to consider and like I said, not enough time or space here to go through every single thing that you should be asking yourself and considering and diving into in your business to really establish your messaging. But this will give you a place to start. And then we’ll do the actual work in the workshop coming up. Okay, first, your problem, which I like to call the Point A and Point A is where your dream clients are now. So that could be an unresolved issue, it could be a symptom or a set of symptoms a way they’re feeling, it could be an unachieved outcome, or an unachieved goal could be an unfulfilled desire, whatever it is, there is a problem right now that your clients are experiencing, that they don’t want to experience diving into the nitty gritty details, like getting into it, again, deeper than they have ever even really put into words. That is what we want to do. And it is absolutely 100% possible, you all have the ability to do that right now. Just with a little bit of encouragement and guidance on what the right questions to ask yourself are. The next step is the solution of the next ingredients, I should say, the solution. So that is the point be right now your dream clients are all at point a point B is where they want to be, it’s with their goal achieved their dream or desire reached their symptoms improved or gone. It is what they want, it is the solution to the problem. So that is their point B. Now, most likely, the point B and this is really where we should probably get clear on this. Because if this is not happening in your business, you may need to go and reevaluate your offer and your services. But most likely that point B is what you’re going to help them get to is is the whole point of what you do with your clients, right. So keep this specific to what you do for your people. So that point B is what they can expect, after they work with you what you will help them achieve. Because then this third piece, this third ingredient is the bridge. So the bridge is how they will get from point A to point B. And this is where your process your work comes into the picture. And the key here is really using the right words, phrases, techniques, whatever it is, whatever your approach is, describing that in a way that your dream clients can really see it can really understand it can really digest what is actually going to happen, why it’s important, why it’s necessary. And this is a big, big part of messaging that often gets lost in the picture because I think a lot of it is still being afraid to talk about what you offer to talk about what you do to talk about how you can help and so we kind of glaze over it or we get really step out and we get super general with
If it or you just because you don’t know how else to talk about it, you just like lay it all out in very like analytical terms instead of figuring out what your dream clients need to hear in order to really digest it, to really grasp it. And that is different for everyone and every business. This is why you have to do this for yourself and figure out what is the best way to talk about the work that you do and why it’s important. Beyond just like, here’s what I offer, you get this many sessions or here’s the my course there’s this many modules are here’s this group program that starts in a few weeks beyond that, and yes, you there’s still room for that kind of talk to for the analytical side, and the analytical people that need to read that stuff. But we also still have to connect with that emotional side, and make that connection about the work that we do and why it’s important and needed. That is the bridge, what gets them from point A to point B, then we have demographics, certain demographics will be a part of your messaging strategy. And it totally depends on what’s important to help make that connection. And that specificity is it important to mention an age range to mention if they’re a mom, or a dad or not a mom or not a dad, their marital status. You know, if you’re coaching, divorced, single moms, then that demographic is important to talk about in your message and incorporate in so much of what you do. So the actual demographics of your dream client are important. And it’s not all you don’t have to just create a demographic just to create a demographic, if it’s not necessary, don’t include it, if it is necessary, include it and be loud about that specific demographic that you are working with. Okay, moving on to the fifth ingredient of your messaging. I call these connection points. So these are real life things that bring you into your dream clients world, and creates this visual of how you and your work would fit into their world. So it really is kind of bringing you to them. So for example, let’s say your dream client is a busy mom whose mornings are super hectic, trying to get the kids out the door always forgets the lunchboxes and has regularly shown up at school drop off without having brushed her hair. So these are kind of like real life funny, very relatable things that happen to busy moms with hectic mornings trying to get their kids to school on time, putting yourself in that place. And you can do this, you should be doing this in your messaging and everything that you’re creating for your business is putting these real life examples, these real things that happen to all of us into what you’re saying to, again, to build that connection, but also just show your realness show that you’re a human. And that, you know, you can relate to what they’ve been through what they’re going through what it’s like being in their life. And again, like I said, it really puts you into their world. And when you can get that kind of clear visual, again, you have built that trust that connection, that authority and loyalty to which obviously all of the above are needed necessary and great for your business success. The last ingredient of your messaging number six, your about you sort of call this section about you. Yes, there is a spot in your messaging to talk about yourself to a degree. I did talk in the last session about how a lot of coaches are accidentally unknowingly talking about themselves a little more than your dream clients want to hear. And not doing it on purpose. I know that you’re not like self centered people by any means. But there is this sweet spot of sharing your story. What you’ve been through where you are now what got you there, what you learned along the way mistakes you’ve made. Those kinds of scenarios are great for that additional real talk for you showing your humaneness for establishing authority and expertise in what you do and how you got here and everything that you can help someone with that really
He does help your message a lot. It’s just again, finding that sweet spot of sharing about yourself, while also keeping it about your audience, keeping it about your dream client. So it’s always about you, as it relates to them, about you and bring it back to them quickly, as I mentioned in the last episode. So there is this spot, though, where you can and should get super clear on what part of your story what pieces of your story, do you want to include in your messaging? What mistakes, what defining moments, what journey you went on what things you tried, that didn’t work, things you tried that did work, why you now do what you do, what you’re passionate about what your values are, those things matter. And sharing bits and pieces of this kind of about you stuff, helps your dream clients see themselves in you. And when you have created again, that type of connection. It’s this snowball effect, including everything else we’ve already talked about, where they’re not going anywhere else, when they decide to take the next step, they are going with you and your work, because you have gotten to the point where you’re now talking about their problems better than they can talk about their problems and talking about their dreams better than they can talk about their dreams and put into words things they’ve never been able to express. And you are officially in their hearts and minds. And that is when you have Magnetic Messaging. And how do you know when your messaging is magnetic? Well, you will have engagement in your business from your audience. So whether that’s on social media, getting likes and comments, and shares, and sales, and all those things that people talk about all the time on social media, things like that in terms of engagement, but also, if people reply to your emails that you send out and say things like, oh, my gosh, I needed to hear this today. Or it’s like you were in my head reading my mind. Thank you so much for this, if you get responses to your emails, then that is a sign that you’re messaging for that email, at least, was onpoint really did what you wanted it to do. If you get people sending you DMS or messages or emails or just getting in touch with you, and inquiring about working with you. That’s a sign that your messaging is on point, I actually had this. This week, she’s probably listening. But someone messaged me a direct message on Instagram and said, Hey, I’m your dream client. So that was a really good indicator for me that my messaging is on point. Not only that, she messaged me, but that she knew already that she was my dream client. So that was pretty cool. So yeah, we’re looking for engagement. And that’s a sign that your messaging is working. Another sign is growth. Of course, that’s what we’re looking for, as business owners, to have our businesses grow, to have our audiences grow, to have the number of people we’ve helped grow, the number of clients grow, our income grow, all the things grow, right. So seeing growth in your business is a sign that you are getting that messaging down, which is great, great news. So keep it up. And just as a side note, before I get into this last sign, when you do start seeing this and you do start feeling confident in your messaging, a reminder that it doesn’t end there, you will continue to refine. And like I’ve mentioned, I’ve revisited my workbook three times in the past year. It’s something that you do for every offer. It’s something that continues to grow and improve. As you grow as you expand as new things come to surface as you want to start talking about different things or just even as you get to know your dream clients better. Things change and evolve and your message will always evolve too. So just know that this is an ongoing process. Okay, and the last sign that your messaging is magnetic is connection if you are establishing real good solid business connections with your people so even if maybe they’re not necessarily turning into paying clients yet, you are still having conversations and building authentic connections with people who are your dream clients. Now it’s not the same as creating friendships with just people you happen to meet on Instagram or whatever it trust me. I’ve done a lot of that I will continue to do it. I love it. So my my best friends are Instagram friends, so nothing wrong with that but this is
different because we’re talking about your business and your messaging for your business. So this is creating connections with future clients, that will down the road, be ready to work with you and do want what you have to offer and are really establishing. They’re just people that need more time to make a decision. That’s basically what it is. And they are still connecting with you regularly. So that’s a sign that your messaging is on point. And then one last thing I want to talk about today is how to get your messaging. Because this really isn’t, again, bringing it back to the beginning. It’s not about what you think you should say, or what’s coming from your head. It’s coming from your dream clients and the hearts and minds of your dream clients. So then how do you figure out your messaging, if it’s not something you’re thinking up, and it comes down to research is actually a very analytical almost, I want to say, process of getting there of establishing this and getting really clear on it. So in the workshop, I’m going to talk about all the different research that you can and should be doing to get your messaging and I will give you instructions on how to do all of that. I can’t go over all of it today. But there’s two different sides. There’s internal research, and there’s external research. From an internal perspective, this is really coming from what you already know to be true about your dream clients, usually from past clients, what past clients have said, The words that they’ve used, where they’ve been, where they’ve gotten to testimonials you’ve gotten from your past clients, this also the internal research can also come from your own experience. So this is where it gets a little tricky, because it’s like you’re not using, you’re not thinking up your messaging. But at the same time, you’re using your own experience to get into the hearts and binds of your dream clients of them. So a lot of you the work that you’re doing today with people is because of a past experience that you have or had in your own life. And then now you want to help people with something that you’ve been through. So you can take that past experience and put that into the frame of your dream clients to really piece out your messaging from your experience as well. So those are two places to start is think about your past clients. Even if you haven’t had any clients yet, maybe you’ve had some practice clients, if through whatever coaching program you’ve been through, or even just have started doing some of the work that you want to do with clients on friends, family members, someone that you know, that has been through the experience that you want to take people through, start thinking about, and doing some research on words that they use what they say you can even interview them, if they’re open to that, and and get some really solid research going that then you can organize out into your message. So that’s a really great place to start. And if you have had a lot of clients a lot of experience, then probably a lot of your message is actually going to come from those experiences. So it’s just a matter of putting on your researcher hat. And going through those client experiences, those testimonials, emails that you’ve sent back and forth, things that you remember from your sessions. Even if you recorded them if you have them on recording, you can go back and listen to them. Those kinds of things to Healy get their words, their phrases, and using those incorporating those in your message. Okay, I think I’ve given you enough to consider when it comes to your Magnetic Messaging. So we’ll stop there for this episode. Just remember that I know right? Now, this might feel a little bit like out there, like, how the heck am I gonna do this? How do I organize all this? What What how do I know if I have messaging like what concrete thing can I have in front of me that says, This is my message. And that is why I created the workbook that you’re gonna get in the workshop, that workbook will just become your guide. It will essentially be your reference manual for everything. So how I have it laid out is once you do that, once you complete the workbook and again, I have 50 questions that will guide you through the entire process. Once you’ve completed those 50 questions. That is your message. That is where you have really gotten clear on everything. Then
then you take that message, everything you just spent that time doing. And you literally plop it into your copy, I cannot think of a better word to say, besides plop, you’re gonna plop it into your copy. And then you have really good copy. Because not only do you have your messaging all figured out super clear, but then you also have the foundations of good copy to then combine the two. And you don’t have to worry about it. You know, it’s good, because you did the right work. So that is the whole point and goal of this workshop. And what we’ll do together live. So again, details coming out superduper soon, Shawnmynar.com/copy to get on that list. All right, my friends. While we have at least one more episode in the copy it crash course series coming out next week, maybe two, but at least one more. So be on the lookout for that. And until next time, take care. Hey, friend, real quick before you go, don’t forget to head over to my website and take the quiz to find out your solopreneur personality type. I’ve created a super fun super informative two minute quiz that will show you which one of the four solopreneur personality types you fall into. Could it be the boss, the socialite, the visionary or the supporter? Which one are you? Not only is it just fun to know more about yourself, especially as it relates to your business, but it’s also really important information so you can be sure that you’re building a business that works for you, based on your energy, your personality, and your desires. Did you ever take those quizzes from the Cosmopolitan magazine back in the day? It’s kinda like that, but with actual solid questions and real helpful tips and advice at the end, you can find the What’s your solopreneur personality type quiz right on the homepage of my website at Shawnmynar.com head there now to take the quiz then let me know over on Instagram at unstuck entrepreneur, what your type is, I’ll see you over there