Connections, Coffee & Confidence

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3 People Your Business Messaging Must Speak To

Season 1, Ep. 65

The more you talk to your audience in terms that they understand, the simpler it becomes to get your message across. But what your audience knows and what your message means to them depends on who they are.


Key Points:

  • The First Primary Audience: Potential Clients or Customers (4:55)
  • The Second Primary Audience: Past and Current Clients or Customers (6:26)
  • The Third Audience: Influencers (8:18)


Have you left a rating & review yet? Please take a moment and do so as it helps bring this podcast to other small business owners (and I'd be forever grateful!) If you're listening on Apple Podcasts (formally iTunes) please rate and review there. If you're not an Apple supporter, you can go to Podchaser: https://www.podchaser.com/podcasts/connections-coffee-confidence-1788572 Thank you so much for your support!

 

**Hey, are you wondering how to use social media so it helps you reach your goals instead of kill time? Let me show you the exact steps I use to make sure my client’s social media is strategic and cohesive so that you can use the socials to support your business without wasting time and getting frustrated.

 

Take my half hour masterclass and by the end you'll:

  • have 30 days worth of strategic content ready to be created,
  • know how to create your own messaging to ensure each post or live is pushing you towards ticking off your goals,
  • know my four foundations of creating the visual,
  • and learn a few extra tips to keep you rocking.

 

I work you through a live example so you can see exactly what I mean and how the method works in real life, not just theoretically. Go to https://www.janicefogarty.com/create-your-social-media-content-strategy to learn more.

 

My Products:

 

Let's Connect!

Join me on Pinterest 😀

✔Let's connect on LinkedIn

✔And Instagram!

Connections Coffee Confidence Community on Facebook, my group


Transcript:

Sometimes my kids share something with me that leaves me politely smiling, kind of half laughing because obviously it’s funny - the hilarious gut busting of his brothers tells me I’m meant to laugh but I don’t get it. And sometimes something similar happens with my husband, like when we drove around what we hope will be our kids’ new school. He pointed out the air filtration system. I hadn’t the foggiest notion of what he was talking about, I just saw the big boxy structure attached to the front of the school. But to him, as a project manager who works a lot on new build schools, he knew that meant there was a woodworking shop inside. I’m sure had he been with any of his colleagues, they would have gotten the inference immediately.


I’m not trying to say I’m completely out of touch with my family, although I’m not sure how much more I’m willing to learn about video games to stay really in touch with my boys, but I am drawing attention to the idea that how we talk, how we deliver our messages, needs to be tailored to our audience. When my son tells me about his score in Rocket League, I need him to explain that the number he just said is good as I have no context. And when my husband points out great features in architectural language, I need a bit of a translation. Why? I’m not the person they are usually speaking with. I’m not their usual main audience and therefore they need to be aware of the gaps in my understanding, the language they use, even how they hook me into listening in the first place. 


Your business is the same. You have different audiences to speak to but are you paying attention to them and how you talk to them? You might be quite confidently and clearly speaking to your main audience but leaving others politely smiling and worse, skipping on by. Do you know who they are? Today is about audiences.


INTRO


When you think about what you’re going to say in your posts or in your podcast interview or your blog, do you think about who is listening or reading? Do you think about what they know or understand about you, your business, your product or service? And do you think about how the answers to those questions directly impact how you speak to them?


I’m all about messaging. I love dialing in a good key strategic message, and breaking it down into sub messages. And if you were wondering, that didn’t sound any less geeky or cringy in my head but it’s the truth so I’m owning it. But even if you have messaging that is so sharp you could shave your bikini line with it and not worry about bumps, you don’t just create messaging and deploy it. That’s not the end of that process. That’s kind of the beginning middle-ish part. What’s the good of messaging if you don’t think about who’s receiving it?


Let’s remember that your messaging is always linked to your goal. The way you talk about your goal and the way you lead people towards it will depend on who they are, their relationship to you and what you offer. You need to have a good handle on who your different audiences are, what they want and how they can get that from you, and then your messaging can be adapted to suit those people.


There are probably as many ways to break down audiences as there are grey hairs on my head, which... is a lot if you haven’t seen my pic. But the standard variety breakdown encompasses two: primary and secondary. Which I will talk about but you know, I feel like there is a third since most of my audience is selling something - be it their product or their service. I feel like the primary audience can reasonably be broken into two so let’s look at those three audiences and how we need to think about them in order to tailor our messaging appropriately.


The first audience on our agenda for today is the one everyone will talk to you about: potential clients or customers. Those people who you want to come and buy your thing, to buy your service, to book up your calendar’s billable hours. These people are part of the primary audience. When you’re developing a picture of these people, the usual questions apply such as what means something to them? What do they value? A lot of online experts tell you to ask yourself what the customer’s pain point is, what makes them uncomfortable and address that. And yes, that gets results. But I don’t want you to neglect the positive, as well. What excites them, what possibilities entice them, what are they hoping to achieve? Can you take your messaging and use it to speak to their desires and needs? Can you speak to their future ideas, where they see themselves in six months or six years from now - and do it without sounding like you’re doing interview prep?! This group often feels exciting or stressful to develop messaging for because they are somewhat of the unknown - you haven’t necessarily interacted with them yet, and if you have they maybe haven’t engaged back. You probably know more about these people than you think and I encourage you to be excited by the possibilities open to you in the different ways you can develop, tweak and twirl your messaging for this group.


The second audience is the other half of the primary, they’re your current or past clients and customers. The people who have worked with you, bought your thing, followed your advice and enjoyed the experience. This group has had a pretty direct impact on your business as they’ve already given you the money that has allowed you to stay in business until now. These people are great because you probably have so much information about them tucked in your head or on a spreadsheet or intake form that will shape your messaging for them. And there’s research showing that a returning customer is worth a lot to a small to medium sized business. Marketing Tech blog indicates that a returning customer is worth ten times that of their initial purchase and other research shows that up to 61% of a small business’s annual revenue comes from repeat customers. 


So basically once someone has been introduced to you, liked the experience, they can often be counted on to continue to support you. And you already have a pretty good idea on how to talk to them because you've done it before... with success. This is brilliant news!


When you’re crafting your messaging for them, think about what brought them to you and what you’ve provided for them. Who were they when they came to you? What were they looking for and how did they feel while they were looking? Or what feeling were they looking to capture by interacting with you? What happened or how did they feel once they got your product or service? And what are they now looking for? Can you bring them on that journey and reach your next goal? You probably have way more information about this group than you initially realize.


The third audience is a little bit less concrete. They are influencers or secondary audiences. These people probably won’t spend the money directly with you, unless you persuade them to do so as a gift or a service for someone they care about or are responsible for. But they carry influence over your primary audiences. In a larger scope they can be celebrities or quasi celebrities. Have you ever bought something because one of the Kardashians or whoever likes and uses it. Or at least used it once for their Instagram feed? (Was that too cynical?) 


These people can shape the views of your customers and potential customers. So your job is to think about who can possibly have that kind of influence over your purchasers? If you sell a product such as bath bombs or handmade earrings, and your goal is to sell more, you probably want to go to larger volume outlets rather than one off sales as a goal. So who has influence over store owners or merchandisers? If you’re a professional, who has influence over your primary purchasers? I can almost guarantee that your profession, whatever it is, has people who say they don’t need you. Even when they do. So who has influence over them and their decision making and how do you talk to those people? What can you say to them to get them on your side, to align with you? How do you shape your messaging to open that door to supporting you?


The more you talk to your audience in terms that they understand, the simpler it becomes to get your message across. But what your audience knows and what your message means to them depends on who they are. It’s not their job to interpret what you’re saying to them, to decide if you are providing value to them. That’s your job. And mine. And if you need help with understanding your messaging and how to change it to suit your audiences yet stay aligned with your goals, pop me an email at janice@janicefogarty.com. And if you want to learn more about how I create social media content for my clients that works for them, how I devise their strategic messaging based off of their goals then translate that into actual posts for their social media feeds, then head on to janicefogarty.com/create-your-social-media-strategy for my 30 minute masterclass. Because once you have your messages and you know your audiences, the next step of the process is actually getting those messages to them. 


And if you’re wondering, I have a pretty good handle on a weeping tile system to protect foundations. Because with practise and knowing your audience, tailoring your messages for them can become second nature and ensures they know what you need them to know.


Thanks so much for listening and until next week, my friend.

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I believe she was implying I was taking too long to make a decision and take action.Are you waiting for Christmas?There are perfectly rational and reasonable times when waiting and thinking things through is appropriate. When there are safety concerns, the potential for significant emotional impact on someone else, or large sums of money involved, yes, have a good think.When it comes to making a pitch to the media, launching a new product or service, paying for an ad on your favorite social media platform or being yourself, that’s different.This often boils down to fear and fear can come from a variety of places. Usually it can be dealt with by educating yourself on the reality because your perception is clouding your view.I was recently messaging with someone I really respect, someone I admire in so many ways not least because of her accomplishments. 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Do you think about them for so long that when you do decide to take action, you find someone else has started while you had your head down?When we wait, we miss out. We miss out on opportunities to meet new people, to try new things, to see new places. We miss out on money. And what really gets me is that we miss out on knowing: knowing if we can. Knowing that we can. Because it’s the confidence we get when we’ve tried it and seen just what we’re capable of, that’s usually missing from those of us considering joining Overthinkers Anonymous.And even if we aren’t successful, that’s fine. 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10 Tips to Improve Your Writing Confidence Right Now

Season 1, Ep. 69
One of the things I get asked about the most is confidence in writing, communicating. So I came up with this list of my top 10 tips for gaining that confidence. Pick which one works for you for the project you're working on right now and put it into action!Have you left a rating & review yet? Please take a moment and do so as it helps bring this podcast to other small business owners (and I'd be forever grateful!) If you're listening on Apple Podcasts (formerly iTunes) please rate and review there. If you're not an Apple supporter, you can go toPodchaser: https://www.podchaser.com/podcasts/connections-coffee-confidence-1788572Thank you so much for your support!**Hey, are you wondering how to use social media so it helps you reach your goals instead of kill time?Let me show you the exact steps I use to make sure my client’s social media is strategic and cohesive so that you can use the socials to support your business without wasting time and getting frustrated.Go tohttps://www.janicefogarty.com/create-your-social-media-content-strategyto learn more.My Products:Don't Waste Your Breathguide on creating your own strategic messaging, based onyourbusiness goals. Get this download and learn how to speak clearly and with purpose about your business. (https://janicefogarty.podia.com/dont-waste-your-breath-get-your-best-message-across)Thinking about taking advantage of all the podcasts as opportunities to get your message out? You need my one page download onHow to be an Amazing Podcast Guest checklist(https://www.janicefogarty.com/how-to-be-an-amazing-podcast-guest)Wondering how to get incredible PR to grow awareness of your business but can't afford a PR agency? You need10 Places to get Publicity, Even with Zero Budget(https://www.janicefogarty.com/discover-10-places-to-get-free-publicity-even-though-you-have-zero-budget)Let's Connect!✔Join me on Pinterest😀✔Let's connect onLinkedIn✔AndInstagram!✔Connections Coffee Confidence Community on Facebook, my groupTranscript:Hello and welcome to the Connections, Coffee and confidence podcast with me, Janice. This might surprise you but one of my earliest dreams was to work at Dairy Queen. And if you aren’t in a country lucky enough to have a Dairy Queen, let me break your heart by telling you what you’re missing. It’s a fast food chain that yes, offers hot food but the real beauty is that they offer treats like blizzards where they take their ice cream (actually ice milk but we aren’t going to split hairs here) and blitz it with candy pieces and flavours of your choice, and dipped ice cream cones, and sundaes and banana splits and my personal favorite the peanut buster parfait - layers of ice cream with hot fudge sauce and peanuts. So when a new DQ opened up in the town I lived in in high school, I took myself down and got a job. Just like that, I fulfilled one of my life’s goals.Fortunately, I had other goals left to conquer such as becoming a published author. And I’ve been published publicly before, in magazines and newspapers in Canada and Ireland, but not under my own name. Because I usually do for others what you do for your own business, write. You might not think of yourself as a writer, you might shudder in horror or laugh your head off at the idea of you being a writer but trust me when I say, you are a writer.Off the top of my head, I know you write emails, text messages, social media posts for sure. And you probably write product or service descriptions, maybe a sales page, website or landing page words...you write.Something that is often asked about when people join my private facebook group is writing - getting confident in writing, knowing what to write about, how to do those things with comfort and ease. Okay, comfort and ease are my words but people ask about writing a lot. And when I talk to them, it’s because they aren’t comfortable, it doesn’t come easy and therefore it’s hard.So today I am bringing you ten tips on gaining writing confidence. These aren't in a strategic order, you don’t need to start at number one and master it before you move to number two; not at all. You pick what you need as you need it, work on it, try it out. The tip you focus on could well depend on the situation you find yourself in and that’s just right, too.So I’ll start with this tip I’ll call number one and it’s sort of ironically called get started. The worst thing to do is to stare at that blinking cursor, the one that seems to reappear in a slow laughing rhythm. Put some words down and break that rhythm. Often the first few words are the hardest or the least sensible or the most muddled but they are words and those words lead to more and better words. And that’s what you’re after. So get started.The second tip is for you to Practise. Keep doing it. You might not feel like writing or rewriting that sales page, and that’s cool. But if you know it’s something that needs to be done, take a practise run at it. You aren’t committing to anything, you’re practising. Take the pressure off the act of writing, just try it out. And if some gold happens to fly from your finger tips well, that’s a bonus. Copy and paste it into the real version of whatever you were practising. You may have expected me to say practise like write the same thing fifteen times. And if that works for you, then do it. I know I write about four or five, sometimes more titles for my episodes. But any more than that and I drive myself crazy. I use a headline analyzer and check the SEO and the readability for each title, pick the one that works the best and roll. But I always have those practise headlines to help me.Another note about practise is that Seth Godin has written in his blog every day for well over a decade. And he talks about how not every post is solid gold. But it’s practise. And if it works for him to show up and practise every day, there’s probably no harm in us trying it more days than not, eh?The third tip is do not expect perfection. There’s nothing to kill that creativity, to stifle your ability to access words from your brain, than the pressure of writing and making it super awesome. And awesome on the first go. Ugh. It is better to be done and done well now then to be perfect in, well, you and I know things are never going to be perfect. So do it to the best of your ability and move on.Fourth is a common piece of advice from me: Have a point. Nothing helps focus your work like, well, having a focus. When you have a goal that you’re working towards, you’ll find it much easier to decide what to say and to say it well. This is where my eguide on messaging can help you - a workbook that walks you from your goals to your messaging and helps you find that focus. I’ll link to it in the shownotes and you can also just go to janicefogarty.com to see for yourself. But when you know what you’re talking about, when you know what the end result will be, that will always help shape what you actually say.Fifth is to keep in mind who you're talking to. It’s much easier to communicate with someone when you know who they are. Have you ever gone to a party that your friend begged you to go to with them, where you don’t really know anyone other than that one friend? And then you don’t quite know how to speak to people straightaway. But once you’ve had a chance to chitchat a bit, get to know a little bit about the crowd, it’s easier to talk. You know if you’re in a room full of masters degrees, entrepreneurs, stay at home parents, married couples, single parents, employees, friends or colleagues or whoever. Once you know who you’re talking to, you know how to communicate with them. It’s part of being strategic as a communicator, you know who your audience is.Tip number six for gaining confidence in writing is to ask yourself why the person you’re talking to cares. It’s not the same as what’s your point; this tip is about the audience, the person or people you’re speaking to in your writing. You can think of it as being generous with your intentions, if that makes it easier for you. It’s often easier to write when we hold in our minds what it is the recipient will find value in from your words. It’s not just a sales tactic, it’s helpful in all writing.Tip number seven is to give it time and space. This is a phrase I’ve borrowed from child psychology but it exactly describes what works for me every single time. This is commonly known as editing but honestly, I struggle to edit my own words. I read it exactly as it’s meant to be read or spoken, I go off of what was in my head versus what’s actually on the page or screen so I miss the goofs; my brain fills in what was supposed to be there so I miss the gaps. I need to give my work time as in, don’t rush the edit to publish, and space as in think of something different, do something else, before I go back to edit so I can do so with a clear brain that may have forgotten the details that were flowing through me, making it easier to catch what I originally missed putting down. Sometimes that’s not possible, I know I’m not the only one who mmmm shall we say doesn’t always plan the best or is stricken with inspiration that you simply must post right this minute which doesn’t allow for time and space editing or life simply happens and you gotta publish now or it becomes less timely and you’ve missed making your impact.That’s where tip 8 comes in. Say it. So this works in two ways, you pick which suits you. First, whatever you’ve written, whatever for, whoever for, read it out loud - not in your head - out loud! And you’ll catch what you’ve missed, at least most of it. When I was a speechwriter for a government minister, you can bet your last dollar that I not only paid attention to how she spoke, her rhythms and her speaking style, but I also read every speech out loud before handing it over to anyone else. So I caught the things, the awkward phrases that read well on the page but people don’t really speak like that, or the less than perfect word to make that point. Reading it out loud made it, whatever it was, better. Try it.The second way this works is to say it out loud first, then transcribe it. I like to write. I had someone reach out to me from my past for help and in the third email he commented that he didn’t remember me being so chatty. And that’s because I’m comfortable in my writing. But also because I’m over forty, I'm a mom to three neurodiverse boys, and wife to someone with a strong personality; I’m not the exact same person who he knew all those years ago. Same as you - your experiences shape your voice. So if your voice comes more naturally to you when you speak or sing or whatever verbal exercise works for you, then do that and take what you need for your posts. You might think you’re only good at going live when your communications strength comes from actual verbalization but that’s not re-using your content creation in the most efficient way. Go back over some of your really great lives and pull the quotes or even full paragraphs worth of words and repurpose them into posts. They’ll be brilliant because they’ll capture your best voice and your message and they’ll appeal to those in your audience who prefer to read than listen.Tip number nine on how to write with more confidence is to personalize it. It might be another way of saying be authentic but it feels less catch-phrase-of-the-moment and more, well, like me. How would you say that to a friend, to your sister, to that co-worker you used to really enjoy chatting and having a laugh with? When you can speak as you would to someone you’re comfortable with? How would you say it then? Can you capture that for your material? Can you relate it to something that has happened to you or worked for you or you’ve seen in others? And sometimes it’s easier to speak about something that happened to us like it happened to someone else and that’s ok, you’ll tell that story in a wonderfully clear way because you have full confidence in the details. And that clarity, those details, make the communications feel good for both you and your audience. When you feel good, you’ll be more confident to do it again.Last but not least, perhaps the most important tip of all actually, is number ten. Have fun. Seriously. When’s the last time you were just living in that moment, laughing your head off or feeling so full up with contentment, at peace and smiling because that’s where you were meant to be at that moment. Not concerned about if you had the right word, if you looked good, what someone might think. What platform, what time of day, what clothing, what setting, what style of delivery feels really good for you? Do that. Sure you can’t always choose what’s the most fun but you can recapture that feeling of having fun and inject it into whatever you’re doing in the moment. Try saying to yourself straight up and out loud: holy heck, I am having fun! I am frigging loving this. Or however you might speak to yourself in moments of great enjoyment. Your brain will follow along. It wants what’s best for you and if you tell it you are having fun writing copy for your sale page or product descriptions, well it’s all in on the fun and won’t notice that you’re doing work. The better you feel doing that work, the more confident you’ll become in doing it.So there you have it, my top ten tips for gaining confidence in your writing. And really, I think you can extrapolate these tips to all communications. You want confidence when you communicate. That doesn’t mean you aren’t nervous sometimes or you aren’t scared every once in a while; it means that you do it anyway, and that you just do your best to do better every time you try. So don’t forget if you want help on your messaging, you can download my guide and workbook from my website or you can pop me an email and we can book an appointment to see where I can help. In the meantime, I really want to know which tip stood out to you the most. Write it down and tag me on Instagram at janiceefogarty so I can see! And until next week my friend, have a fan freaking tastic rest of your day.