#11: The Two Things Standing Between You & $100k+ This Year
In this episode of Make It Bankable, I walk you through the two things that are standing between you and $100k+ this year, and it’s not your product, your pricing, or your launch plan.
I discuss:
The difference between your product and how you position it
The fatal trap every entrepreneur falls for when they become an expert
How you can’t teach algebra to kindergarten students
And more!
Show Notes
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About The Show
In her podcast Make It Bankable, Elizabeth McKenzie offers advice on how to get seen, get heard, and most importantly, get paid.
From marketing to selling, launching to evergreen, and everything in between, Make It Bankable will show you exactly how to sell from the page.
Are you ready to make bank?
Transcript
To make $100,000+ a year in business you need two things:
1. You need to sell something people actually want to buy
2. You need to speak in your client’s language so they know what you're selling
Simple, right?
Nope. if it was, everyone would be doing it.
Let me explain:
Every day you’ve shown up in your business you’ve grown.
You’ve grown as a person, as a business owner, and as an expert in your field.
You’ve clocked up hours of understanding and knowledge and awareness.
You’re a certified expert now.
Do you remember what it was like when you started out? The steep learning curve. The influx of new information. Having to google certain words that you’d never seen before.
It’s so easy to forget. But forgetting is bad for business.
Right now, you’re an expert who’s totally forgotten what it’s like for your clients who’re total newbies.
And that’s exactly who your clients are:
Newbies waaaayyyyyy at the beginning of their journey.
They’re not your industry peers. They’re brand new. They need your help.
And you’ve been communicating with them way above their comprehension level.
It’s like trying to teach kindergarten students algebra.
No wonder they’re not buying. They don’t understand a damn word you say.
They’re not there yet. They’re just learning to count from 1 to 10.
This screws you over with point #1: Selling the clients what they want.
Because you’ve got something better now, don't you?
You’ve got what they need.
So instead of selling your clients what they want, you sit there trying your hardest to convince your client they need something else instead.
And that ain’t ever going to sell.
Exhibit A:
Let’s say you’re a love coach.
Your viewpoint as an expert is this:
The only way to find the love of your life is if you love yourself first.
Your client's viewpoint right now is this:
I just want to find the person of my dreams, is that so hard to ask?
So when you start talking to them about loving themselves first, you know what happens?
SALE DENIED.
Recap: Always sell what the client wants.
Exhibit B
Let’s say you’re a personal trainer.
Here’s how you talk:
Get fit! Get ripped! Get toned!
Here’s how your clients talk:
I just want to play with my kids without keeling over and dying.
Here's what happens when you don't speak your client's language:
SALE DENIED.
Recap: Always speak in your client's language.
So, if you aren’t making 6 figures year in and year out, you’ve got two issues:
1. You’re not selling something people actually want to buy.
2. You’re not speaking in your client’s language so they actually buy.