37: No one cares about what you are selling

This is the biggest mistake I see business owners making when it comes to their messaging, marketing, and visibility strategy.

If you are looking to grow your business, sell on social media, and build a thriving business that serves you for years to come, then this messaging hack is the secret weapon that you need to master.

Everything begins and ends with the transformation and consumers buy with both their hearts and minds, which means you need to learn how to speak to both.

If you would like to join our FREE 5-day Brand Embodiment and Wealth Energetics Challenge, then click here. This will take you even deeper into understanding how to quantum leap your business and create magnetic messaging that gets you seen, loved and paid.

Ily, Lira
xox

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Transcript

0:00

Welcome to Quantum Copy Cafe, the messaging and marketing podcast with a bit of energetic flair. If you are ready to ramp up your messaging and start telling a story that feels raw, organic and embodied, then you are in the right place. Hey, I'm Lyra, also known as Kerry. Five years ago, I walked out of a traumatic separation to start my own business. I desired the freedom and independence to manage my time. And since then I've risen from strength to strength, from wife to mother, to profitable business owner. I've seen firsthand what it takes to scale your business to seven figures, even as a solopreneur. It is my passion and purpose to help you create a brand that feels natural and in line with your life and your dreams. I'm I'm here to help you make more money with your story, without compromising on sole. Because your business has its own energetic blueprint, and its own way of showing up in the world. It is encoded to be different, and I'm here to show you how. Nobody cares about what you are selling, right? It sounds a bit harsh and it sounds like one of those truths that you just don't want to be hearing in your business. But I can promise you that this is one of the greatest gifts you will ever be able to give yourself with your messaging is to really embody this truth of no one cares, right? Because so often I have seen That this is one of the biggest mistakes brands use when they are creating their copy, when they're creating their messaging, is they go full on in on describing the features of what they are selling. And at the end of the day, no one really cares. So, for example, say you have a company that, I don't know, you create stationery, for example, and you are really, really excited about this new pen that you have launched, and you're going on about, you know, it's a black ink, and it feels really smooth in the hand, and it's got these grips, and these edges, and all these, like, funny contours. At the end of the day, no one cares about that, right? They care about the transformation that this pen is going to give them. They care about the desire that you are speaking to. Right. And this is one of the biggest tricks that you can, if you can get this right in your messaging, you are good to go. So for instance, with the pen example, no one wants to buy a pen because it looks nice. I mean, some people do. I mean, I can't speak. I'm one of those people. I'm a collector of stationery and books and all things pretty when it comes to writing, but most people don't care, right? They want something that is going to give them the end result. They want that feeling. of having that contract signed. They want that feeling of a pen in their hand where they are just able to settle into their creativity and write their book. They want to see that the work is getting done smoothly and effortlessly without it being jarred by say for instance a pen that is like leaking ink or struggling to write or all those things. That is a transformation someone is looking for. They're looking for smoothness. They're looking for flexibility. They're looking for completion. They're looking for, to make the process simpler for them. They don't care about the grip and the edges and the color ink and all of those things. Those are like the finer details that come after you have solved the transformation. Right, and I really hope that this is landing and making sense, because there are so many ways in which we can explain this and describe this, but what I've seen in the 12 years of marketing experience that I've had is that At the end of the day, we get so fixated on describing our actual product or our actual service, right? We go into describing all the bells and whistles. And yes, that part of the marketing piece is important because people want to know what they're actually paying for. Like, is it one pin in the box or is it five pins in the box? But sometimes we miss The transformational piece or the desire piece, right? We forget to lean into the deeper layer of why people buy. And this really comes down to biopsychology. At the end of the day, we buy with our heads, but we also buy with our hearts. So we need to speak to people. both of those situations. And this will obviously change according to price points. And obviously something with a lower price point, you don't need as much, you know, customer reviews, testimonials, all of that data, but something with a higher price point you do. So it's leaning into both of these pieces and to realize that we don't only have to speak to The head piece, which is sometimes we do, and this is where marketing goes a little bit wonky is we forget to speak to the piece, the heart piece of why does someone want our product in their life, right? How is it going to enhance their life? How is it going to make their life better? How is it going to give them this newness of being and feeling and moving and walking in the world? Right. And I'll give you another example. So say for instance, you are selling shoes. You could sell or have the best shoes on the market according to your perspective. And you could speak about all the bells and whistles. You could speak about the way that it falls in between the toes and the grip on the back and the color and the type of fabric and how many laces it has and all of those fancy concepts. But at the end of the day, people don't buy shoes because of those features. Those are like the finer details that kind of place all the cherries on top. But we buy shoes because of what they look like, right? How do they look on our feet? How do they make us feel? How comfortable are they? So like, can we walk further for longer? And how does it actually fit around the foot? Like, is it comfortable? Is it safe? Do, are we slipping and sliding? Are we, you know, feeling really cushiony? And are they like really soft and padded? Those are the things that we want. At the end of the day, we want to look good and we want to walk far. Those are the two transformational pieces. So if you are forgetting to speak to those pieces, and you're only speaking to how many shoelaces your pair of shoes has, You're not really getting that heart piece and you're just starting to blend in with the market and the truth is there are millions of people doing the same things all the time, right? It's really that story piece that makes you stand out as someone that is different. And the story piece is so, so important. So first of all, we're going to be speaking to the transformation, like what transformation does your product give the end user? Then we're also going to be starting with the story piece. Why did you start your business? What inspired you? You know, when did you first decide and discover that you had a passion for creating shoes? You know, what was shoe making to you? Did it take you out of a difficult situation in life? Was it your bridge to a better future? Was it your way of creating abundance and finances for your family so that you could put ballet shoes on your own little girl's feet? Like, what was that story? Because that is also going to bring in that connection piece and that heart piece that people are looking for. And both of these pieces are so, so vital, right? The transformation. And then the personal story. And if we're not speaking to those two pieces, our messaging is just going to fall flat over and over again. So yes, when I say to you that no one cares about what you are selling, it might seem like it's harsh and coming from a very intense space. But if you can embody this knowledge and understand the foundation of what's at its core, this will be one of the greatest gifts you can give to your marketing and your messaging. And this was actually a post that I created on Instagram years and years ago, and it did so well because people just got it, you know, and it just made sense and it transforms the way that you write about your products and your services, and it gives it meaning. It takes it beyond actually just offering. Something basic, like whether it's an offer of a, you know, premium one on one coaching package, or whether it's a pen or a pair of shoes or an essential oil or a towel, it takes it beyond that. And it takes it into something where someone can visualize themselves With that product or that service, and they can see how life is going to be better and how it's going to change and how it's going to shift once they have incorporated that into their life. And that's what you need to do. You need to paint that picture for them because a lot of the time products and services are being sold online. The e commerce industry is booming. So if you are not relying on your words to do the heavy lifting for you, then you are missing out on a massive opportunity because you don't have a storefront, you don't have a shop, you don't have a shop assistant who's there who's going to explain a little bit more about the products and how they can assist. Your words are there to do that for you. So this is just one simple tip that you can integrate into your messaging, into your marketing to make that process a whole lot easier. So please let me know what you think about this. Let me know if it's helpful. Let me know if there's anything else that would assist you if you're liking these little lessons and yeah, so send us an email at hello at Meraki messaging or come say hi on Instagram. We would love to hear how this has served you and your business. Whispers in my head What you gonna do?