The Simple Secret to Enrolling More Clients (Part Two)

Courtney Elmer  0:00  

Welcome back, you're listening to the AntiFragile Entrepreneurship™ Podcast. This is episode 157. And in the last episode, I explained how right now, your audience sees their world through the lens of their problem. This is a concept that is so critical. So, so critical for you to understand if you want to get consistent leads, attract high quality leads, and convert more of those leads, and therefore sell more of your products or your programs or your services. Now, today, I am going to teach you the subtle and very surprisingly simple marketing tweak that you can apply right now, to put this concept into action within your digital business so that you can increase leads and increase sales without changing a single thing about your programs, or your offers. Sounds good. All right, well, that's all coming up next. So stay tuned.

Courtney Elmer

Globally ranked among the top shows in business and education, we're known for one thing, helping overworked entrepreneurs like you learn how to run your digital business like a true visionary leader, because when you get the right systems support, and structure in place, you can spend more time in your zone of genius. So if you're tired of listening to today's digital business influencers teach this same old worn out marketing strategies that aren't making you any money, it's time to take a look under the hood of your digital business and fix the engine itself. Because the truth is, you don't have to work as hard as you are right now to scale beyond six figures, and create the greater influence income and impact that you deserve. And the secret to scaling starts on the back end of your digital business. This is the AntiFragile Entrepreneurship™ Podcast. 

Courtney Elmer

Now, as I mentioned at the start of this episode, last week, we had part one of this episode. So if you haven't listened to Episode 156, yet, I highly recommend going back and doing that first, because this week's episode builds on what we talked about in the last episode, which was number one, why features and benefits are not enough to move someone to buy to move them to make a purchase. And number two, how communicating the problem that you're solving for your ideal client or customer actually increases the perceived value of your products or programs. What happens is most often people make the mistake of communicating the benefits, or the solution to the problem. And this results in lower sales. And what you need to do is you need to flip that script and focus more on the problem. So we talked about that in the last episode, I gave lots of examples to help make that more concrete. 

Courtney Elmer

And this week, I'm going to share a bonus concept with you that's closely related to what we've been talking about. And that is that the solution you are selling to someone's problem is not the same thing as your program. Your program is not the solution. This is imperative for you to understand. Most people muck this up, most people think that the solution they're offering ease their program. So before we dive into anything today, we have got to get clear on a few definitions here first, number one, the problem. What is the problem? We talked about this extensively in Episode 156. And the problem is the root pain point that you are solving for your customer, which, when solved will also alleviate all of the symptoms they're experiencing that are associated with that problem. Now the symptoms as I define them, are how that problem manifests in a person's life. 

Courtney Elmer

Think about it, if you are having physical symptoms, right, you're having a headache, you're having a stomach ache, maybe you have a backache, whatever physical symptoms you have you wake up in the middle of the night, you can't sleep, those are all symptoms of maybe a deeper root cause that's at work. And that's exactly what we were looking for here with your ideal client symptoms don't just appear out of nowhere for a physical condition, right, there's always a root cause associated with that. And that's what we want to do when it comes to our marketing when it comes to communicating the value and what you offer, showing your client that you understand the problem diagnosing the problem. Now symptoms and the problem are two things that are very closely related. Because the problem what you're actually here to solve is causing the symptoms. So last week I gave this example of the chronic migraines that I have experienced since I was a teenager and this sim Dum is a two to three day pounding headache with sensitivity to light and sound, followed by a two to three day period of exhaustion and fatigue. 

Courtney Elmer

But the symptoms are not the problem that you solve. This is so important to understand. All right. So once you've got your symptoms, which are caused by a root problem, which you the specialist are here to solve, what you are selling, then what you are actually selling is a solution to that problem, which will effectively solve the problem and bring about the desired result. Okay, so if you're with me, let's continue. Because right now your ideal client has a desired result that they want. The solution is the thing that you are claiming will solve the problem and give them that desired result. your product, your program, or your service, then is the way they unlock that solution. It's what gives them access to the solution. This is so important that I'm going to say it again. So listen closely to my voice right now. The solution that you're selling is not your program. But the solution is the thing that's going to solve the problem and give them the desired result. Therefore, your product, your program, your service, is how they access the solution. 

Courtney Elmer

In order to get the desired result. I promise, I'm going to give you some real time examples to make this very concrete. Because right now, your ideal client has a problem. And they want a solution. And they want that solution now, because they believe that when they find the right solution, it will bring about the desired result. If I have migraines, I want something that's going to give me permanent relief from my migraines. Now this specialists job, right, if there's a doctor that's diagnosing a patient, as a specialist, their job is to recognize the symptoms and diagnose the root cause. So your job as a marketer, as a specialist at what you do is to recognize the symptoms that your ideal client is experiencing and diagnose the root cause. So going back to the migraine example, the specialist job is to recognize that my migraines are a symptom, that there is a problem causing the migraines that clearly I'm have not figured out to solve, right, which is why I'm in search of a specialist. This is why I would be even meeting with a specialist in the first place. 

Courtney Elmer

And I believe that when I find the right specialist, I will know that they're the right specialist, because they are going to diagnose exactly what the problem is, they're going to tell me what the problem is. And they're going to offer me a solution that will not only get rid of the problem, it will get rid of all the symptoms associated with it that the problem is causing. And thus, give me the result that I'm looking for. So you've got to put on the hat of the specialist, especially when it comes to your marketing. Your ideal client is the patient, they're coming to you presenting with a laundry list of symptoms. And your job is to diagnose the root of the problem and offer the solution that will solve the problem and make the symptoms go away. You're following right? Okay. So the question then becomes, if they have a problem, and you have the solution, how do they get the solution? 

Courtney Elmer

Well out there in the real world, it's usually through a purchase, right? And there is a reason that it's been said before, that the transformation is in the transaction. And this is so true, especially in the online digital marketing space. Now, the problem that we're diagnosing here today in this episode, is that most people sell their program or their service as the solution. Oh, your clients aren't converting by my copywriting service. Your Facebook ads aren't working by my Facebook ads course. You want to lose weight, take my 12 week lean Body Boot Camp. Sounds familiar, right? But the reality is the solution exists out there independent of your program. In other words, your ideal client could find a solution to solve their problem regardless of whether or not they have your program your program is one option for them to get the solution.

Courtney Elmer  9:52  

This is very very very important. I cannot emphasize this enough. So if you listened to last week's episode, you recall the battery eggs ample, the benefit of which is that by having batteries, if you're selling a toy, and it says batteries included, then the toy works right away. But what we unpacked in that episode is why this isn't enough to motivate someone to buy. And I gave you the example of a TV commercial selling batteries to show you how to tap into the emotional pain of your potential customer to motivate them to action. If you were the battery company paying for this commercial, you would have a message that would go with this visual right and the message might be, there's nothing that will ruin a Christmas morning faster than disappointed kids. But when it comes to happy Christmases, you can trust Duracell to deliver.

Courtney Elmer

Right and you would have words on the screen that would say Duracell, and underneath it might say Happy Kids guaranteed something to that effect. Okay, so let's break this down. Let's look at this through the lens, which I am teaching you how to see your marketing. So first, we want to look at what is the problem in this case? What's the root problem? The root problem is not not having batteries, right? That's not a strong enough problem. The real problem in this case, is disappointed kids, particularly on Christmas morning. Now, what is the desired result? Well, happy kids, right? If the problem is disappointed kids, we go to the opposite end of the spectrum, what do we want? If disappointed kids is what we don't want? What do we want? We want happy kids? Okay, so then what is the solution that brings about the desired result? Well, in this case, it's the batteries, it's making sure that the toy has the batteries. And how do you get that solution? 

Courtney Elmer

By remembering to get batteries, right, or buying the toy that comes with the battery so that the toys work right away, and you get what you want? Which is happy kids. And these are the exact same questions that you need to start asking yourself in your marketing. What is the problem that I solve? What's the desired result of my ideal client? And what is the solution that's going to bring about the desired result? And then the last question, how do they get that solution? Well, it's through a purchase of your program or of your service. Now, chances are you've heard these questions before you've heard about focusing on your ideal clients problems, you've heard about speaking to the desired results that your clients want. You've heard about talking about the solution. The problem is, though, that most people get these things wrong, they get the definitions all mixed up. So for the problem, they're usually speaking to the symptoms, they're not talking about the root problem. 

Courtney Elmer

For the solution, they're usually selling their program, not the solution that exists outside of their program, they don't see their program as the vehicle to the solution, but rather the solution itself. And that is a big no, no. And then the desired result, they're usually speaking about the transformation and all of this amazing stuff that's going to happen once the client has the desired result, which is great. I'm not saying that your client doesn't want that result. But what they don't care about is the result, until they get their problem solved. Right now they're focused on their problem. So they can't even picture themselves as having that result. Therefore, it's not as emotionally powerful of a motivator to get them to buy. So back to our battery example. So in this instance, in this marketing angle anyway, batteries are the solution to happy kids on Christmas morning. And the way you get that solution is to simply buy the batteries. 

Courtney Elmer

So what you're essentially selling someone on here is not the features and benefits of long lasting batteries, right? Or batteries that outperform the competition's batteries. What you're selling someone on what you're selling the buyer of the batteries on, is helping them understand the solution to the problem they have have potentially disappointed kids is batteries, because batteries results in happy kids. Okay, I think we have beat this example to death. I hope this is making sense. And if so let's go ahead and apply the same concept then to your program because that's what we're really here for. Right? So in the last episode, I gave you some homework to start thinking about the real problem that you solve for your ideal clients, the problem that's causing all the symptoms they're experiencing in their life and work. Now, sometimes it's hard to pinpoint what that problem is. 

Courtney Elmer

And this is why it's one of the number one things we work on right away with all of our students and clients in our business systems program. Because not only do you have to be clear on what the problem is, you also have to be hyper specific specificity is really key. So the first step to all of this is figuring out what is the root problem that your ideal client has. If they're coming to you with all of these complaints and all of these excuses as to why they can't do what you're telling them they need to do, what I want you to do is I want you to write all of those symptoms down and see if you can pinpoint a root cause, just as if you are a doctor looking at a list of symptoms for your patient, and you need to get to the root cause, so that you can figure out what the solution is. Now, I'm going to dissect this with you, using our own program for this example, pod launch. This is our podcast launch program, where we help you be seen as a recognized thought leader in your niche with a top ranked podcast. 

Courtney Elmer

But more importantly, where we help you solve the problem of inconsistent and low quality leads in your digital business. Whether through a podcast, we help you install that as a mechanism to drive consistent high quality traffic to your digital business organically without having to spend a fortune on ads, so that you can sell more of your courses and your programs. So back in the day when we started this program, full disclosure, I used to sell the features and benefits. Hey, this is a 90 day program. It's a roadmap right feature feature to help you be seen as an expert in your space benefit. And I did mention that a moment ago, right? But notice how I really honed in on the real problem. But I used to not do that I used to leave the problem out. I didn't even know what the problem was. I was just selling how great a podcast was and why I thought every digital business owner needed one right but it wasn't enough to drive conversions. Did we convert people to the program? Yes. But when we started marketing to the problem, and to the pain point conversions went through the roof. 

Courtney Elmer

And I used to talk about the benefits of podcasting and how great it would be for you and your digital business when you have a podcast. And I guarantee you none of our ideal clients very, very, very few of them anyway, bought that program for that reason. Because when you are in digital business for yourself, and you are struggling, because you would lay awake at night and you don't know where your next client is going to come from. You have created all the lead magnets you can possibly think of you are doing everything you can to show up consistently and get in front of new people. You're doing podcasts, interviews, you're posting on social media, you're participating in online summits, you're participating in Facebook groups, you're doing literally everything that you can do to generate leads. And still the leads aren't there. And if that's you, I guarantee you the first thing on your mind is not being seen as an expert, you're not walking around your digital business in your life everyday going, Oh, I just wish I could be seen as an expert. 

Courtney Elmer

I wish people would respect what I have to say on some deep level that desire might be there. Yes. But right now the problem is that people don't seem to care about what you have to say they don't see the value in what you offer. They are not signing up for your email list. They're not downloading your lead magnets. And that is frustrating. So the beauty of this is that if you have been speaking to the solution and the benefits, all you have to do is flip that around. If this is the benefit, what's the opposite of that benefit? Oh, probably a problem. If this is the happy feeling they're going to have once they have the transformation, flip that around what is the frustrated or annoyed or upset or angry or resentful feeling they have right now? Right? What is the unpleasant emotion they're experiencing? 

Courtney Elmer

identify that and speak to that. So for this particular program, we identified the problem is inconsistent lead flow, which ultimately results in inconsistent sales and revenue for our clients. And their desired result is more leads. They simply want to be able to leverage a podcast to get two or more clients every month into their programs, which results in a bigger digital business, more revenue, and the status and recognition that comes with a bigger digital business aka being seen as a leader in your niche. And the solution that we're selling in this case, is that you need a reliable mechanism and the right kind of mechanism to generate consistent leads and sales on autopilot to your digital business. And in this case, we make the case for why we believe that the most reliable mechanism for doing that is a top ranked podcast.

Courtney Elmer  19:44  

Notice how I didn't say my program is the solution, which teaches people how to create and launch top ranked podcasts. I didn't say that that's the solution. Because remember the solution that your ideal clients are looking for exists outside of your program. Your program is simply a way for them to get access to that solution to bring about the desired result. So as a marketer, because whether you're a coach or an author or a speaker, or consultant, or course creator or service provider or a product based digital business owner, or any combination of the above, chances are if you have started your digital business, and you have made it this far, then it should have already dawn on you by now that you are a marketer. At the end of the day, doesn't matter what your title is, when you are in digital business for yourself, and you're in the stage of growth where you know, you're not Oprah. 

Courtney Elmer

You're not Twitter, you're not Instagram, you're not Facebook, you're not a household name. So first and foremost, you need to accept that to be in digital business means you also need to market your digital business you need to market yourself, and therefore embrace the role of marketer of your digital business. And as a marketer, it is your job to teach people a what problem they have. Because right now they're living in the symptoms. They don't know what's causing the symptoms. So you got to diagnose that, and then B teach them what solution they need to help them see why the solution you're recommending is the best option to bring about the result that they want. So when I teach our free podcasting workshops, I am not giving people information about podcasting, I'm educating them, I'm teaching them what the problem is, aka why they aren't getting leads consistently right now. 

Courtney Elmer

And I show them why what they've tried to solve this problem hasn't worked. And then I teach them the solution that they need, they need a reliable mechanism that can bring consistent leads with low effort and low cost. And then I give them the options that they have to bring in leads with low effort, because there's lots of options out there to do that. They could do solution A or B, or C or D. And then I show them why we believe that solution d a podcast is the best option for bringing about the desired result. And there's a number of reasons I cite as to why. So by the end of that presentation, they're saying to themselves, okay, wow, I am really seeing this whole leads problem differently in my digital business, I know why it's happening. And that's exciting. That gives me hope. Because a I'm not the only one experiencing this. And B, this makes a lot of sense. I've been making some mistakes that, wow, if I just stop making these automatically, things are going to change, right? 

Courtney Elmer

That's valuable to them right there. And then, by the end, if I've done a good job anyway, of explaining as of diagnosing the problem, and why it's happening, and the mistakes they've been making, unknowingly that have been causing this, and why they should stop making those mistakes, then the goal is that they will believe that a podcast having a top ranked podcast is a viable solution to their problem. So in their mind, the question they'll be asking themselves is Okay, I'm convinced that a podcast is what I mean. Now, how do I start a profitable podcast? And to that, I say, Well, you know, I'm so glad you asked, because that is exactly why we created pod launch. It's our signature podcasting program where we teach digital business owners just like you how to create and launch and leverage a top ranked podcast, as a marketing strategy in your digital business long term to solve the problem and the frustration of not knowing where your next lead is going to come from. 

Courtney Elmer

So can you see how by talking about the problem, and the solution that exists outside of your program, it is a natural setup, you are setting up their desire for your program, because your program is going to show them how to get the solution. And so by that point, it's a natural lead into our program, which gives them access to everything they need to install this solution within their digital business. So I'm not selling them my program. In fact, on these workshops, I don't even pitch now not saying that you shouldn't pitch. There are instances where you absolutely should. But at the end of the program, I don't need to pitch. There's not much I have to say because they have already sold themselves on the solution. And if they want to solve their problem badly enough, they'll buy the program to get the solution. Because when you have done a good enough job of showing them that you understand you intimately understand the problem they're experiencing and prescribing the solution and they want that problem solve badly enough. It's painful enough that they want it solved and they want it solved now. 

Courtney Elmer

They will sell themselves on your program and a side benefit to this Little side note here is that you won't have to fabricate any urgency, because the urgency will be inherent. Because if you have done your job as a marketer as a communicator, then your potential client will already be itching to get this problem solved, because you have so accurately diagnose it. And because they believe that the solution you're recommending is the right solution, think about it if you went to a doctor, and you've been having all of these symptoms, and you cannot figure out what is going on, but you know, something's not right. And the doctor says, oh, it's an issue with your gallbladder. And the best thing to do is really, we need to do surgery, we need to remove your gallbladder. But I promise you, when we do, it will solve the problem, you will never have to worry about this ever again. Now, it's gonna be painful to solve the problem, it's going to take some time to solve the problem. But once it's solved, you can go on about your life, and you can get your quality of life back. 

Courtney Elmer

And you can enjoy your life without all these symptoms without having to deal with all right. So even though as painful as it might be to solve that problem, if you are the patient sitting in that chair, and you were in enough pain that you were like, please, whatever I need to do, I will do to solve this problem, you would do it. And it's exactly where your ideal client sit right now. So the only thing you would need to do at that point is give them a choice to move them to by now versus later. And this is very important. Think about it if you're in a doctor's office, and they say, Hey, we know you've got this problem, we know it's causing you a lot of pain. Now, you can get this problem solved, right? Now we can get you on our schedule to get your gallbladder removed next week. Or you can wait. If you wait, here's what's going to happen. And they would probably give you a list of a lot of more painful things that will happen if you wait. And so we can do the exact same thing with our ideal clients. In the coaching world, we call this a choice bind. 

Courtney Elmer

And the language around it is really simple. You can either A or you can be you can either continue along in pain, you can do nothing right now. And six months down the road, where do you think your digital business will be? Will you be closer to the goal that you've set? or further away from it? Will you be more frustrated than you are now? Will you be in more pain than you are now. And you paint a picture for them of the cost of waiting? What is the cost of waiting and you give them option A you can do nothing. And here's the cost of doing nothing. Or option B is you can get the solution today to solve this problem for good. So what's it going to be? And that moves them to buy. That is the ask. And I guarantee when you get good at this because it is as much of an art as it is a science. And it takes practice. But when you practice it when you commit to practicing this, and you focus on diagnosing the real problem of your ideal client, and showing them the solution. And then positioning your program or your service as the way they get that solution. And then giving them a choice by saying hey, you can either wait. And here's what it's gonna look like. Or you can get this problem solved today. What's it going to be?

Courtney Elmer  28:48  

It will move them to action. And more specifically, it will move the right people to action. The most ideal clients who are ready to take action who are ready for your help, and they become the best clients. Because they're the ones that come into your program and actually do something with it. So remember this whenever you teach whenever whether that be a podcast interview, or an email you're sending out or a piece of content you're writing for social media, or a workshop that you're giving or a talk for an online Summit. Your goal is to get the people who are listening to that or reading that or watching that your goal is to get them to the point where they are convinced, convinced convicted that because you understand their problems so well. They trust that the solution you're talking about is the solution that they need. You hear all of these influencers out there saying Oh you gotta build trust, build trust, build no build, like build trust you all we've heard it before, right? We've heard it a million times. 

Courtney Elmer

When really the way you build trust is by showing someone that you understand their situation. You're not trying to jump in and fix it. If you're simply there for them, showing them that you understand, think back to a time where you maybe have been in a lot of pain. Maybe it was physical pain. Maybe it was emotional doesn't matter. Maybe you were feeling stressed, burnt out overwhelmed. Maybe you were grieving. Maybe you're feeling a great sense of sadness for some reason. And maybe you go to someone for help. And they give you a list of things you should do to fix the problem. Does it help? No, never. I used to get so aggravated with Alan Levine. But I used to get so aggravated with him. Because sometimes, especially in the early days of building my digital business, I would sit in bed at night, and I would just vent to him right, which granted was probably not the best thing to do. 

Courtney Elmer

And definitely not at the end of the day when he had also had a long day. But I would vent to him about all of these things. Right now, all I was looking for was a listening here. But Alan being the practical person that he is, would always try to fix it. And he would say, well, Pam, do this. Why don't you do this? Or why don't you do this? I'm like, I don't want anything to do. I just want you to listen to me. I just want you to be in the pain with me. I want you to understand what I'm going through. It's no different than when you're really upset and someone says, okay, alright, calm down, calm down. And you're like, No, I don't want to calm down. I feel angry right now. I feel frustrated. I feel so aggravated, right? You don't want to calm down in those moments. Believe me, don't try that with a toddler either, right? Because they're just like, third little humans. And so you know, a toddler throws a tantrum, you say Calm down, calm down, they cry more, believe me. I know, trust me, trust me, I have a five year old at home. Okay, I know. 

Courtney Elmer

So this is also why we have kind of eliminated calm down from our vocabulary around here, because it doesn't work. So let's imagine that you're the market are now your ideal client is coming to you, they are in pain. And you're here going by my program, here's what you need to do fix it, I can take you through all of these things that you need to do to fix it, they were gonna go through this, we're gonna do this, we're gonna do this, we're gonna do this. And they're going, No, that's not really what I want to do. I just want someone to first understand that I'm in pain, and to tell me why I'm in pain. And to tell me maybe what I've done, unknowingly, that's gotten me to this point, maybe that will be helpful. And then tell me what to do about it. But I give me a laundry list of things to fix. So, most marketers out there, though, are not doing this, oh, you have a problem. I can help. You need to do this. And this and this and this. And how much content do we see centered around this? Oh, and it drives me crazy. 

Courtney Elmer

When really the answer is so simple. It's not pushing them to solve a problem. It's pulling them towards you, hey, I get it. Believe me, I get it. I know what you are feeling. I've been there myself. It sucks. Unless you need to do X and Y and Z, that everyone is saying you need to do to fix this problem. Actually, you really just need to stop doing a and b and c. And they go, Oh, I never thought about it that way. How'd you do that out? Tell me more. And you say well, when I stopped doing a and b and c, this great thing happened. And that great thing happened. And then this other great thing that I didn't even expect to happen to. And now they're leaning in. They're listening. Because you're letting them lead the conversation. It's very subtle, but it is incredibly powerful. And if they're in enough pain, and you have demonstrated enough empathy, genuine empathy, and genuine caring about their situation, not pretend empathy to make a sale, okay, please do not do that. But genuine empathy for them. Then in their brain, they're naturally going to be asking, How do I get this solution?

Courtney Elmer

 This is the exact problem that I'm experiencing. You have outlined it so beautifully. This is it? Yes. Oh, my goodness, you've helped me see the problem I didn't even realize I had. And you've talked to me about this solution. And I can see why that makes so much sense. How do I get the solution? And that's exactly the question you want to get them to in their thinking because then making the sale is effortless. So there's a digital business coach that we worked with. And the problem that her ideal client was experiencing is that her ideal client wasn't making the impact that they want to make in their current role, whatever that role might be, if they're working for someone else, even if they're working for themselves, but they're living kind of parallel to their true purpose, their true calling in life. And they're noticing this in their life, there are a variety of symptoms, but the root cause is that they are not living their purpose and therefore not able to make the impact they want to make in their current role. 

Courtney Elmer

And their desire is to create a greater impact. And we obviously got very specific there, what does that impact look like? What is the impact they want to create. And they want to know, at the end of the day, when they put their head on the pillow that their work matters, that every hour, every minute, every second, they spent furthering their cause matters. And so the solution, because she is a digital business coach, her solution is helping them come to understand that what they really need is to start a digital business of their own. Because they will be limited, they will continue to be limited in their current role, when it comes to creating the true impact they want. And through starting a digital business of their own, they're able to create the greater impact that the world needs. So when she educates them on this problem, and on the solution, it opens a door in their mind. And then they go, this makes sense. Yes, yes, this is exactly what I've been dealing with, Oh, my goodness, I never thought even thought about starting a digital business. And now that's kind of sounds scary. But maybe it's possible for me, how do I do that? 

Courtney Elmer

What are the first steps, what are the next steps, and her program teaches people how to build a socially impactful online digital business. Boom, easy, done, Sign me up. Right, we have another client who is in the life coaching space. And the core problem that his clients are dealing with is self doubt. It is the person they are looking at in the mirror every day, who is holding their own self back. And of course, we talk about how specifically this problem manifests in their life. And a desire that his clients have is to achieve the thing that they have been dreaming of this dream that's deep in their heart, that they've just not taken action on because they're afraid. And they don't want to risk the stability of their family. But right now, they're also unfulfilled in their work and in their life, and they want deeper joy, they want more fulfillment. 

Courtney Elmer

So the solution then is helping them develop the self confidence needed to close the confidence gap, and take action on their dream, because that's what has to happen first, before they can bring their dream to life. His program is the roadmap to turn their dream into a viable source of income without risking their stability financially, so that they can achieve that dream and experience deeper joy and fulfillment in their life. We have another client who's a health coach, and she's an incredible health coach. Now health coaches are dime a dozen. There's a bunch of them out there. Right. But we helped her identify the root cause of her ideal clients problems specifically with the work that she does, which is very DNA based, it's very genetic based.

Courtney Elmer  38:32  

And the problem of their inability to get off of their medications or lose weight and these other things that she helps coach people on was because they have never, ever, ever gone deep enough to discover why in their DNA, their unique DNA that's unique to them. Why these problems were happening in the first place, these chronic illnesses, the inability to lose weight, and so and so what she does, then the solution is they need to have this specific DNA tests because this DNA test is actually going to reveal to them exactly what is miscoded in their DNA, if you will. And then by simply making some adjustments to their nutrition, their sleep, their exercise, adjustments that are specific to their unique DNA code, they will effectively be able to solve these problems. So the problem and the solution lies in the DNA. And her program is a health coaching program. 

Courtney Elmer

Where you come in, you take the DNA test, and then everything that she delivers to you is customized according to exactly what your DNA says that you need. So now, the challenge is for you to figure out what is the problem that you solve? What is the desired result? That your ideal Clients are after? And what is the solution? So I invite you to start to play with this in your marketing and I say play with it because this should be fun. Now chances are, I know that there are some of you listening, who will never try this, because you're afraid of getting it wrong. And if that's you, you're gonna stay stuck. You're gonna stay stuck? How do I know. And I'll be completely honest with you, it took me a lot longer to hit six figures in my digital business than it takes most people. Because I was stubborn. And because I didn't see the value in communicating about the problem. I just kept on talking about the benefits of my solution. And notice not the solution. But my solution aka my program. And I laugh because knowing what I know now, no wonder no wonder it was so hard to make consistent sales.

Courtney Elmer

 Oh, my goodness, it was right there in front of my face. So here's what you can do. If you have a podcast, start experimenting with your titles. Instead of utilizing solution based titles like how to achieve XYZ result, flip that around and make it a pain based title. I'll give you an example. A solution based title might be how to achieve your dream or how to bring your dream to life in the next 90 days. Or as a pain based title might be three reasons you haven't been able to bring your dream to life. Which one would you listen to? If you were a person who is struggling to bring their dream to life, right? If you have a social media presence, start posting not about the benefits, not about the transformation. But from a place of empathy about the problem you solve. And don't offer your program, I see a lot of people making the mistake of saying, oh, problem problem problem by my program. And that won't work. What it needs to be is problem problem problem solution than an invitation. If you want to know more about how I can help you solve this problem. DM me, let's chat, book a call. And you see how this works, right? 

Courtney Elmer

Okay, so here is your homework, my friend, grab a pen and paper, you're gonna want to write this down. So number one, first things first, if you haven't done the homework, from the last episode focused on identifying the unique problem of your ideal client or customer, you got to do that first, first and foremost, then you're going to identify the solution that you sell. Remember, this is not your offer, what is the solution that you are selling. So in pod launch, we're selling a reliable mechanism for generating consistent leads with low cost and effort. In this case, a podcast in autopilot our  digital business systems program, we are selling systems as the solution to not being able to effectively scale your digital business and break past any revenue plateaus that you're experiencing. And then next, what you're going to do once you've identified the problem and the solution, you're going to start playing with shifting the language, shifting the focus of your marketing, instead of talking about the solution and the benefits and the transformation and all these amazing things, focus on the problem. Press on the pain, dial up the empathy.

Courtney Elmer

 And then last, but definitely not least, bonus points to you. If you leave a review on this episode. I know shameless plug there. But what I really want to know is I want to know if last episode in this episode has helped you. And what I want you to do is if you're listening on Apple right now, simply scroll down in your app, tap the five stars. And in the little box, it's gonna say write a review, click that and it pops up a little box. And what I want you to say is something along the lines of wow, I just listened to Episode 156 or episode 157. And this thing or that thing, or this thing really stood out to me. And here's why. And I cannot wait to apply this in my own digital business. That's it simple, easy peasy. Two or three sentences. Keep it short, keep it sweet. But I really want to hear your feedback. I want to know if content like this is helpful to you. Because if it's not helpful to you, I don't want to be putting content out there like this. But we have gotten a few really kind messages from people recently saying that they are loving this kind of content. So what I want to do is if you have never sent me a message letting me know that this is helpful or if you have never left a review on the show. 

Courtney Elmer

That's my call to action to you today. I want you to go and leave a review and let me know because as a host. This helps me guide the content of the show. And this show exists for you. So if me as the host doesn't know what kind of content you want, and what kind of content is truly valuable for you, then I'm gonna put crappy content out there that you're not going to want to listen to. And that's not fair to you or me, come to think of it. So, do me a favor. Leave me that review. Let me know if this was good for you, bad for you, confusing for you. Amazing for you, whatever it was, let me know I would love to hear from you. And join me back here next week, because I Oh, I'm so excited for this. I have a world renowned guests. When I say world renowned, like, you're gonna see this guest same. 

Courtney Elmer

And chances are, if you've read any one of his 50 Plus books, then your jaw is gonna drop because you're gonna be like, Oh, my gosh, I know who this is. I can't wait for this episode. And that was exactly my reaction before the interview that I did with him. And let me tell you something. He is an author. He is a consultant. He is a  digital business coach. And he has not had to work for money in over 30 years. And he's joining me on the show next week to show you how to do the same, how to break through the limits that are holding you back from experiencing the same kind of success in your life and in your digital business. All right, so I will see you back here next Tuesday. Be sure not to miss it. Make sure you're following the show on whatever app you're listening on. And I will see you back here, then. Until then, go live your EffortLESS Life®.