The Anti-Pitch Copywriting Framework that Bypasses Customer Resistance Forever

INTRO: After generating over a million dollars in sales and selling one of her businesses with a single email, your host, Kathryn Thompson, takes an unconventional approach to marketing and sales. So if you're ready to tap into a more powerful way to be seen, heard, and a sought after entrepreneur in your industry, without having to spend endless hours marketing your business and chasing clients, you're in the right place. Be The Sought After Entrepreneur Podcast is here to help you ditch the cookie cutter, one size fits all approach to marketing and use your unique energy to effortlessly attract the most aligned clients. When you do this, you can spend less time marketing your business and more time doing your soul work and enjoying the richness of your life. Welcome to Be The Sought After Entrepreneur Podcast. And here's your host, Kathryn Thompson.

Kathryn Thompson: Hey, hey, super stoked that you're tuning in this week's episode. I cannot wait to dive in today's topic because I want [00:01:00] to share with you a really simple framework that is also equally potent. If you want to be able to describe and speak to and connect with your people on a much deeper level.

And if you've been in my world for a while now, you already know how I feel about traditional marketing in a lot of ways. And you also know that I talk a lot about how A lot of the way that marketing has been taught, specifically in the online coaching consulting space, is what I call very surface level marketing, where we're selling these big grandiose claims, like how to make 10k in 30 days, or how to lose weight in 30 days, or whatever it might be.

We're really kind of speaking to that like surface level want and desire, which is nothing wrong with it. Those types of messages absolutely work. But if you're in the space of selling the invisible. or the work that you offer is deeply transformational, and it lives below the surface, sort of in that unseen realm, or the transformations that you [00:02:00] offer don't happen instantaneously, they happen over the long run, then you're going to want to keep listening, because I'm going to share with you this really, really simple framework that I use to craft and communicate to my people and also that I teach all of my clients and show all of my clients how to do and how to use themselves.

And I want to share this with you here today. So if you're in the transformational space, you're going to know this already and you're probably very aware of it. And You probably already have a lot of this knowledge that's living within you. It's just a matter of now translating that into a way that resonates with your people.

So I call this the human consciousness spiral, meaning that all experiences that we experience in our lifetime as human beings, inform our beliefs or create and establish beliefs within us. For example, let's just say [00:03:00] I've tried Facebook ads 10 times and they've never really created the results that I wanted.

I might form the belief that Facebook ads don't work. Or maybe I've tried keto diet, Weight Watchers, all of these different types of diets, and they haven't quite worked for me. I might say keto doesn't work for me, or weight washers doesn't work, or counting calories doesn't work, or whatever it might be.

What I'm trying to share here is, is that all of the experiences that we navigate in our lifetime will create beliefs. And your people, that are coming to you seeking support, guidance in the work that you do are also coming that way, meaning when we can understand the lens in which they're looking through, and we can understand the beliefs that they have now formed, we can speak to those.

And it's not in a manipulative way. It's not to try to coerce them [00:04:00] or convince them. It's actually quite the opposite. Because if you're here to be of service, and you're here to help people, then knowing how to connect with them, through deep understanding, is the best way that you can serve them. It's not a sales tactic.

It's not marketing. It's not icky. It's not manipulative. It's just deeply understanding your humans. Where a lot of us go sideways is we try to take what we know about our people and turn it into these grandiose promises or these manufactured messages or these manipulative messages, 10 pounds in 30 days and you're sitting there going, But I can't actually guarantee that, so how do I use that in my marketing, right?

And the other thing that I want to share with you is, is that based on our experiences and based on our beliefs, based on maybe what we've tried or haven't tried, we're going to form those beliefs, right? Then we're [00:05:00] carrying that with us when we're trying to assess what products and services we want to buy.

And so I often tell my clients, and I'm telling you here today, is that People aren't buying what you're selling. They're not buying the products and services that you're selling. So a lot of times we're so focused on describing what we do, why we do it, how we do it, and what they get when they invest in our products and services, right?

And I think that's important at a certain stage in the customer buying journey, but when we're wanting to connect with our people, genuinely and authentically, we have to come from a place of understanding because people aren't buying your product and service, they're buying the transformation that you offer.

And if they don't believe that you can provide that transformation, they're not going to invest in what you have to offer. which comes back to the experiences and comes back to the belief portion of this. We [00:06:00] have to speak to what they've tried. We have to speak to why maybe what they've tried in the past hasn't worked.

So for example, if they've tried Facebook ads and it hasn't worked and they form this belief that Facebook ads don't work, then what are some of the common mistakes that people make when they run Facebook ads? I've seen this. Many, many times. The number one reason why I often see Facebook ads don't work is the messaging is too generalized and too vague.

But more importantly than that, most people don't give it enough time to allow it to work. And I can almost guarantee in the transformational space, That is probably happening as well, and not only do we want to speak to that, but we also want to speak to why what we're doing is different. So, if you're a holistic nutritionist, let's just say, and you help people on this sort of, uh, macro level looking at all of [00:07:00] the things that are going on so that you can identify a root cause because you don't want to just give people um, short term relief.

You don't want to just treat a symptom that just keeps perpetuating the same issue over and over and that doesn't actually create lasting change. So, Then you'll want to speak to maybe why other diets or other things haven't worked for these people, because it didn't actually get to the root, it just fed that surface level desire want of like, I need to fit into my jeans, or I want to fit into that wedding dress, or I just want to lose weight.

I want that scale number. to look different than it is, which there's nothing wrong with that desire or want, but there's always, always something below that desire and want. Like, why is it that you want to lose the weight? Why is this important? Why do you hold that belief? Where did you get that perspective from?

Because when we can understand our people, [00:08:00] we can connect with them in a more genuine way. Because people just want to be seen and understood, right? They want people to see them for where they're at in their journey. And when we're just trying to sell the thing to them, it's devoid of that connection.

And then the other two really key things here are what I call values and identity. Our values are what create relatability, and our identity is like this unspoken thing of, I get you, right? So if you think about Taylor Swift, I'm not a huge Taylor Swift fan, do not kill me if you're a Swiftie, I know she has a huge following, but she's just not somebody that I have, you know, you know, dove into in terms of like the obsession that the Swifties have.

Again, I'm not saying that her music isn't great or anything like that. She's just not my cup of tea. But the Swifties, right, is a huge following. It's an [00:09:00] identity. So when you say, I'm a Swifty, People know right away that you love Taylor Swift, you're part of her sort of clan, and you might carry some of the same values that she does, right?

Maybe it's all women empowerment stuff, maybe it is that you, you know, believe in the words and the lyrics that she's sharing, maybe you're, Very much in alignment with a lot of the, you know, lyrics around breakups and relationships, whatever it might be, right? But there's an identity piece there. Sporting fans, we could say, have the same sort of comparison, right?

Like, where I live, it's the Saskatchewan Roughriders. If you're a Saskatchewan Roughriders fan, there's an identity there. You're wearing green to the games. You're going to all of the games. There's a whole identity that comes with being a writers fan. Similarly to other sporting franchises, right? So when we can speak to the identity, there's this unspoken bond.

Like, yeah, you're a [00:10:00] Rough Riders fan. Yeah, you're I like you because you're a Swiftie, or I like you because you're a Rough Riders fan. There's a relatability, there's a connection there, and you don't actually even need to put that into words. Because you just get each other. There's just that identity piece there.

So similarly, maybe you're traveling around the world in a van, hashtag van life. That is an identity. People will relate to that. They're like, they get it. They get how awesome it is to live in my van, but they also get how challenging it is. Or maybe you're a new mom and that pieces of the identity comes into place.

Like you just get me, you understand where I'm coming from. You get, you know, you know, that I might not have the best sleeping nights or how difficult postpartum is or whatever it might be, there's a relatability there. And so when we can connect on experiences and beliefs and furthermore on our values and our identity, and we can speak to that in our messaging, in our content, [00:11:00] then then that will naturally and very potently pull people into your world.

And if you're struggling because you're selling the invisible or you're selling something that isn't tangible, this is a beautiful place to get nuanced because that's the one thing I often hear so much from people is that Well, my transformations are all different or everybody is nuanced. And so they are coming to me for a variety of different things, or I provide very bespoke services.

Therefore, I can't speak to one result, one transformation. This is where we get to create what I call that ecosystem. So I highly recommend if, if, if you nail this experiences and beliefs part of it, if you truly understand your people at an experience level, the experiences that they've gone through that have then.

you know, created and cultivated the beliefs they hold so dearly, whether they're serving them or not, then you can connect to them and they will feel deeply seen and understood. And this is a really [00:12:00] beautiful thing because like I said, people don't buy what you're selling. They're buying the transformation.

And if they don't believe in the transformation, they're not going to buy from you. So there is a part here that we have to speak to. Like, I totally get you. I understand where you're coming from. And I understand as a result, These perspectives have been formed, but can I offer you a different perspective?

Right? Can I share with you a different angle here? Or maybe what if you tried X, Y, and Z? Or can you share stories of your own experiences, clients experiences, celebrities experiences, and showcase why maybe they are where they are. And again, this isn't from a manipulative place, because I've often heard, Well, I don't want to get into people's heads, and I don't want to have to, like, think about that when I'm working with clients.

It's not about trying to think your way in a cerebral way to come up with these quote unquote [00:13:00] things you need to say in your content. If you were to have a conversation with somebody, if somebody came to you and you're a therapist or a healer and they started sharing their experience with you and then they started to really state a lot of their sort of beliefs, would you go into sort of like marketing manufactured mode with them?

No, you'd probably just carry on a conversation. You would probably carry on the conversation like, yeah, I totally get it and I totally understand where you're coming from. And in that moment, if you could help shift that perspective, even just slightly, like dropping a little seedling, offering a different perspective, a different way or going, I totally get your experiences and I get why you might think this way.

I've maybe had a similar experience, or I know people that have had similar experiences, and this is how they've navigated it, or this is how they've overcome it, or this is what they've drawn from that, right? Again, we're filtering everything through our experiences, and we're all nuanced [00:14:00] beings, and this life that we live, there is a complexity to it.

And when we can expand people's consciousness on this perspective, it forms that deep, deep connection with them where they feel seen and they feel understood. And I want to give you some more examples, because I think this will be beneficial for you, just to bring this framework a bit to life. So I want to give you some examples here, like let's just say that you're, A productivity consultant, for example, and you're helping busy moms juggle work and family life.

Now, you might speak to the experience of feeling overwhelmed and guilty. We know that moms have mom guilt. Right? Like I'm so busy with my work and yet I want to be present with my children and I don't feel like I'm being a good mom. There's all these things that come at play. So that's the experience.

They're trying to juggle all the things. They're wearing all the hats and maybe they're starting to feel like I [00:15:00] have to make a decision between one or the other. I have to either go all in on my career or go all on on being a mom. Like I can't have. Both right now. Your moms might be thinking something totally different or experiencing something totally different, but this is the beauty that it, this isn't about me giving you this example and going, well, this is how moms are.

This is about you really deeply connecting with the humans that you wanna work with and really, really, really. trying to understand their experiences and also trying to understand why they might be carrying the perspective or the beliefs that they have and what might they have tried. in order to get to where they want to go.

Because like I said, people buy for one of two reasons, right? They buy because they want something, they desire something more, or they fear something's going to happen, right? So in this scenario, this mom potentially, or these moms that you're wanting to work with, [00:16:00] they are feeling deeply overwhelmed and also equally guilty because they want the career and they want to be present with their children, and they're trying to navigate it.

And so there's this fear that, well, maybe if I'm not present with my children, you know, how will they turn out when they grow up? Or what will happen? Or will they hate me? Or there's a fear there, a fear of being a bad mom. So again, this isn't from a manipulative place, because if there's something that you can deeply help someone with, isn't that a gesture of love and being kind and compassionate?

The problem is, is that we get into the selling piece. Well, I'm selling them something. Like, can't I just help them? Well, yeah, you can help them. That's how you are helping them. You're helping them. to achieve what they desire or to shift out of that fear that they might be in. So the belief that these mothers might have as a result of that is that there's just never enough time in the day.

They've tried. [00:17:00] Maybe they've tried time blocking their calendars. Maybe they have tried reducing commitments. Maybe they have tried, maybe they've gone part time at their job and more time at home, maybe they hired a house cleaner, maybe they hired, right? You can see of all the things they've tried and yet they're still going, there just isn't enough time in the day.

And that's actually my problem. There just isn't enough time. There isn't enough time to have both maybe a career and, and be a mom, right? And these are the decisions that a lot of people who have children have to sort of navigate. Like, you know, there, there is that, that is a reality. And. Perhaps these mothers, they're coming to you or they're seeking out your services because they actually value this work life harmony and maybe the messaging out there is like work life balance is just not possible or maybe you're perspective or the way the work that you do, that's unique is that [00:18:00] it's less about what you're doing and not doing and more about this deep self love and acceptance, that what you're doing is your best.

Like maybe you're A productivity coach, but maybe you, a lot of the work is in the qualitative, the, the deep transformational work rather than time blocking or scheduling or anything like that organization, right? Maybe it is about, hey, Here's the thing, to really, really have that work life harmony and also be present with your children, there is a deep acceptance and self love that you're doing your best every single day and that every day is a new day.

And there's obviously stuff that's maybe deeper to that in the work that you do, but again, we can get into the identity of that human being and maybe the identity is that high achiever and that people pleaser. And so there's some work around the identity work that has to happen and identities are nuanced.

People pleasers, high achievers, right? They don't want to [00:19:00] give up their career and they've probably invested a lot of time and money into that career. Maybe they're a doctor, maybe they're a lawyer. Maybe they're an executive in corporate. Maybe they have an undergraduate master's or PhD, right? Like these high achievers that want to live up to their full potential and they're feeling this inner tension.

Just this alone that I'm sharing with you, if you can even bake that into what you're sharing, rather than saying something like, Hey, I am a productivity consultant and I can help you live this work life balance or find harmony in your day to day life, like. That is very generalized and that's like, cool, but do you actually really know me because the identity of the human is going to go, but you don't understand me.

I'm a doctor and I have, and I work in the ER and it's high stress, dah, dah, dah, dah, dah, right? So you can already see how the subconscious and conscious mind starts to question why what you do isn't going to work [00:20:00] for them. And if I go back to what I shared with you before, people don't buy what you're selling.

for listening. They're not buying the work life harmony, they're buying whether they believe you can help them with the transformation they want. They might want work life harmony, but then they're going to speak in a lot of different ways of why your method, your way won't work, especially if you're speaking in generalizations.

But if you can connect with them and say something like, I know you're a doctor or you're a high achiever or you're a busy executive or whatever it might be. And I know that you probably think there isn't enough time in the day and I get it. You've got high demands at work like x, y, and z and you come home completely depleted and stressed and reactive and therefore you feel guilty.

navigating household stuff or the laundry's piling up or whatever it might be. So I'm not a good housewife, right? Like there's all these things and culture and societal norms play a whole [00:21:00] other factor here, right? So if there's this like responsibility to be a mother at home, right? There's that, there's that tension there.

Or that there's laundry to do and cooking to do and cleaning to do. And you're this people pleaser taking on all the responsibilities when there might be ways to navigate that. So it's speaking to that part of that human that then they feel deeply seen and understood. So they don't start questioning the process, but when it's over generalized, like transform your life and find the harmony you desire as a mom.

That mom's going to go, you have no idea what I'm going through. You have no idea what I have to navigate on a daily basis. And oftentimes we think we're alone doing this, right? Because we're not feeling seen. We're feeling disconnected and we're feeling misunderstood. And so then when a marketer. Right?

I'm asking you to not be a marketer. When a marketer comes at you [00:22:00] and says, Hey, I've got this magic pill that's going to help fix all of your problems. A lot of people's BS raters go up and go, Yeah, right. Cause I've tried it all or I've done it all. Or if there was a magic pill, I would have found it by now, you know, or you just don't understand me because of all of these other things going on in my life.

And so when we can speak to and show them that we deeply understand them. Then that genuine connection is formed. And again, this isn't from a manipulative place. This is just from deep understanding because you care and you want to be of service. So I want to give you just another example. Like, let's just say you're a financial coach supporting millennials in managing their money.

So you could address the experience of living paycheck to paycheck. Let's just say that that's the purse, that's what they're experiencing. They're living paycheck to paycheck and they can't seem to get ahead with their finances. And they might have the belief that financial freedom is completely [00:23:00] out of reach for them.

Now, money is one of the most deeply conditioned things. So, there's a lot here that you could unpack. Like, why do they believe financial freedom is out of reach? So it's not just about saying, I understand that you might think financial freedom is out of reach, because there's always something below that.

So if you're a transformational coach, you're probably asking a lot of these very deep questions already with your clients. You're not just taking what they're saying at face value, right? As a coach, you're reading between the lines, but you're also investigating more, right? Saying like, so why do you believe that?

Or why do you feel like that is happening? And then it's like more and more and more starts to unravel and they start to share more and more, depending on your clients as well. Some are really forthcoming and will share a ton with you and others won't. And if you don't [00:24:00] have clients, yet, or you haven't worked with enough clients yet, then you can find a lot of this stuff online.

So it does require time and effort, which again, I think is a big mistake for a lot of people. I think it's easier to just speak in generalizations and it's easier to just Not do this part of the work, but I'm telling you, if you can connect to the experiences that your people are experiencing and you can deeply understand why they have come to where they're at in terms of beliefs and what they've tried and who they are on that, like, values and identity piece, and also align that with your own values and identity, you're going to be so much further ahead than any other Coach consultant expert out there because most people are not doing this.

They're not spending the time up front doing this sort of work where they're, where the [00:25:00] whole essence is trying to understand people and listen more because We're taught to, to speak and to be the guru and to be the expert and to know everything. And if we don't know it all, then how are we an expert or how are we an authority or how are we credible?

And I want to flip that on its head, because when we can listen more and come from a place of understanding We create common ground with people. Walls come down and then you'll start to learn more because they'll reveal more to you. So back to the financial coach supporting millennials and managing their money.

They're experiencing right now living paycheck to paycheck and that doesn't feel good for them. And they have, but they have the belief that financial Freedom is out of reach. So if you come at them with, I can help you create financial freedom in 30 days or 90 days or 12 months or whatever it might be, and they actually believe it's out of reach, they're probably going to start to poke holes in your quote unquote [00:26:00] solution because they don't actually even believe it's possible.

So we https: otter. ai But at a very deep level, they value security and independence. They don't want to rely on other people and they don't love the feeling of being under pressure to make money every single month. There's this anxiety and fear that's coming up within them of like, Every month, there's this added stress of like, will I have enough to pay for things?

Will I have enough to go for supper with my friends? And the identity that they really, really want is to be a savvy investor and not at like a high expert level, but they want to be an investor. They want to be smart with their money. And so, This is where we want to reinforce that identity, right? So if people want something and they desire it, it's usually to reinforce some sort of identity that they want.[00:27:00] 

So if driving luxury cars is something that you desire, then you, you're reinforcing something with that. Is it status? Is it what other people might think of you? Whatever it might be, maybe it's speed and adventure. Again, we're a den we're reinforcing that identity in what it is that we are sharing and talking about.

And I'm going to give you one final example here. If you're a health coach empowering women to prioritize self care, you might touch on the experience of neglecting one's own needs. So oftentimes when we Avoid things like self care, we don't take care of ourselves, or if there's anything around like thriving and vitality and prioritizing one's health, it's often because we're so used to self abandoning or self sacrificing ourselves for other people.

So this is huge with that sort of people pleaser identity. Where we're, we're going to give so much of [00:28:00] ourselves to a point of depletion, because somewhere in there, there is a root cause or a core wound, as I call it, not enoughness, not feeling worthy, needing that external validation as a result of that, right?

So the experience is they're neglecting their own needs, and the belief is potentially self care is selfish. But they might not be saying it in those exact words or thinking about it from that perspective. Likely, if we're self sacrificing, they are actually probably believing they need to do this in order to be successful, have the relationships they want, find love, whatever, keep people happy, have their kids love them, whatever it might be.

And again, this goes back to the nuance of the human that you're wanting to connect with, because it will totally depend on your people and what they value and who they are. And so if they [00:29:00] value vitality and balance, let's just say, or they value being a nurturer and being of service to other people, then we want to connect on that.

So selling somebody on the fact that you need to take care of yourself and you need self care, it's not selfish. You're almost trying to convince them that it's not selfish, when in reality, they don't, they, they're, they're not even thinking of it from that perspective, right? Because they, they're actually thinking it's a benefit, or it's what's needed in order to achieve the things that they want.

They want to feel good. They want people to like them. Can you see where I'm kind of going with this? Right? It's like, The more you get to this is like consumer behavior, people behavior, sociology, anthropology, it's, it's understanding people and how they move through the world. And the better you can understand people, the more you can connect with people, really, [00:30:00] genuinely, because you get them.

And so it's less about you trying to it. you know, stuff your message down people's throats, which a lot of marketing is. You're doing this wrong. This is why it's not working. You need to work with me and I'll help fix your problem. Like nobody wants to really be told what to do in a lot of ways. Nobody wants to be coerced or nagged at.

I often use the example of like the smoking, right? Like if you have a partner who smokes or whatnot, Like, nagging them every day to quit smoking is probably only going to make them want to smoke more, or it's going to stress them out, right? Because nobody wants to be nagged at. Nobody does. And so, we have to come at it from different angles so that we're not trying to coerce them in everything that we're putting out there.

This is about really understanding them, and then, from this perspective, you can assess, like, is this actually my person? Because this is the other piece of this. There's like a piece of, if I can communicate in this way, [00:31:00] you are naturally going to attract people into your world, hands down, I can almost guarantee it.

You will attract people in if they can see themselves in the message you're sharing. And if you do it in a way that is storytelling, and there is an element of emotion and feeling into it, and they can feel the energy behind it, and it's authentic and genuine, then Then that's going to move people. I always say it's going to move those hearts and minds of the people that you want.

And that is, that is the key here. But the other side of this is that you get to really know your people and you get to really understand how you can truly, truly help them, which helps you avoid. Bringing people into your world that aren't aligned for you or that you can't really actually help. So it helps you eliminate getting on sales calls and sitting in front of somebody that's like telling you their life story and telling you all the things and you're like, but I can't actually help you.

Like I actually, you're not aligned for me, but I can try to find somebody else that is, [00:32:00] right? This helps eliminate that. Or it helps eliminate having people come into your world that you end up working with that aren't aligned because you're so freaking clear on who you want to work with and why. And if you haven't worked with people and you're new, then this might take experimentation, which is all part of the process.

I think that's the other key thing here is, is that, you know, I didn't come up with all the things I come up with on a daily basis, right? Like I am in conversation with people all the freaking time and I'm listening. If you've ever been on a quote unquote discovery or sales call with me or one of my team members, then you know that I spend a lot of time listening on those calls.

I spend very little time talking and people are always like, well, what do you mean? I'm just sitting there listening to them. I'm listening to what they're saying. And then I'm also picking up on key words and key things that they're saying that either resonate with me or [00:33:00] don't, or align with my values or don't.

For example, If somebody comes to me and they say, Kathryn, I want to make 10k, uh, in 30 days. And I say, cool, great. What's your offer? Who are your clients? And they say, I don't know. I'm going, well, then how, what, how are you selling then? Like, so then I'm going, well, let's be a little bit pragmatic with that.

Like you have to have an offer and you have to have people that you want to sell to. And if you don't have either of those, it might take you 30 days to start to build some of that out. Or I want to make a hundred K months in three months and you don't even have a business set up. This has come across my world, by the way, I've had people fill out intake forms and tell me they want a hundred K months.

in three months or six months and they don't actually even have a business set up. That for me is a big red flag. Or when people say like, there's nuanced things that people will say that I'm like, huh, let me get a [00:34:00] little bit more specific here with you and come from that place of understanding of like, why is this important to you?

And like all those sorts of things. So I can really understand where they're at, but I spend a lot of time listening on coaching calls, on client calls, on sales calls. in the industry, what people are telling me. I'm spending a ton of time listening and a ton of time observing because that helps me come from a deep place of understanding rather than me just shouting a message out at people saying you need to buy my thing because it's going to help you, right?

So I want to take this one step further because one, if you understand the experience and belief piece, you will be. so much further ahead when it comes to creating content. Two, if you really, really, really embody the values and the identity piece and also speak to your people's values and identity through your content and your [00:35:00] communication, that is like next level.

That is like brilliant because you're getting so nuanced here. But I'm gonna take it one step further. If you can start to ask, what does this sound like? What does this look like? And what does this feel like? Then you're starting to evoke some very, very, very descriptive pieces of language in your content that will absolutely move people to want to reach out to you.

And will move people a lot quicker down that customer buying journey, because if they can see, that you understand their experience and get who they are and they align with you and your values and what it is that you're sharing. And you have already spoken to the beliefs and the things they've tried and you've showcased through what you do, what makes you unique and different and why your approach is different and, and provided some like certainty and conviction behind why this approach or [00:36:00] this method or this way of you doing things will actually support them.

Then that in and of itself is going to have people reaching out saying, Hey, like, tell me more. How do you work? That sort of thing. But taking it that one step further with what does this sound like? What does this look like? What does this feel like? Is like adding fuel to a fire. It's so, so potent because Oftentimes we think we're on this island alone, meaning we're the only ones going through it.

So if you think of somebody who might be going through financial hardship, there's a lot of shame that can come with that. There's a lot of inner processing that comes with it. But if we can get even deeper and it's like, what are the things they're actually saying to themselves? Like, what are they saying to themselves at night or throughout the day that they're not telling anybody else because they feel ashamed to actually speak it out loud?

Like, again, they're [00:37:00] like, wow, I'm not alone. Because really, right? We, we want to be seen and understood, but more importantly than that, we want to feel like we belong and we're not alone in this. So belonging is a really key piece here. And for many of us, we don't feel like we belong. We feel like we're misunderstood or people don't get us, or we're alone trying to navigate this like a new mom, right?

A new mom can feel so isolated in in that even though she has a mom or she's got friends who are all moms, right? You feel like you're just going through it. So I want to take this a step further and give you some more examples here. So let's use the financial one because it is one of the most deeply conditioned and it comes with a lot of shame and a lot of, um, heavy sort of weight around that, especially because And depending on where you're at in your life is, you know, we're conditioned to look at retirement and save for retirement.

[00:38:00] And then there's this fear of like, well, I get to retirement and have enough to save for retirement and all of those sorts of things. And then there's also like the micro fears of like, Well, will I be able to pay rent? Or what if I have to ask somebody for money? And if I'm hyper, I, I crave security and independence, it's going to be really hard for me to ask someone for money and I'm not going to do it.

And so like, I would way rather solve this problem or try to figure something else because of the worst case scenario is me having to go ask my parents or my spouse or a friend to borrow money. Right? And if you're listening to this and you're going, oof, I feel that. I feel that because that's part of my story.

Like I'm very independent. And so to, to rely on quote unquote people to pay for things for me is like the hardest thing, right? So let's just say your people are living paycheck to paycheck, and it feels like a constant struggle, but they crave security and independence. You've got to remember this. And it's this [00:39:00] endless cycle of waiting for payday, only to watch the money like literally disappear as soon as it arrives.

Or they know that when payday comes, like everything's already allotted for. And so there's no breathing or wiggle room in terms of what they can and can't do in that month. And it's really gnawing on them that they've got this deep sense of anxiety that comes up with unexpected expenses. The fear of not having enough to cover the basics.

It's this. endless cycle of exhaustion of always being one step behind and never able to get ahead. And so maybe they've gone out with friends or whatever for supper, and they have this fear, like, what if I go to pay and it says insufficient funds? Or what if I'm standing in the grocery line, I'm trying to pay for what it is I've got, and it's insufficient funds.

Or they get this unexpected bill, like a parking ticket or a speeding ticket, and they're like, I can't, even cover that because that 200 speeding ticket [00:40:00] now sets me back and I'm now even further behind. So they're never actually getting ahead. And they're always feel like they're playing catch up with, which is just as exhausting just in that.

So maybe in their mind, it sounds like to them. So it feels like this heaviness, this anxiety, this worry, this deep, deep worry. And it looks like fearing. paying for groceries or going out for dinner with friends or worrying about getting these unexpected expenses like they can't even navigate that.

That's what it might look like. But in their mind, they might be saying things like this to themselves. I can't keep living like this. I'm tired of being stressed about money all the time. I work so hard, but I never seem to have anything left at the end of the month. I'm afraid I'll never be able to afford the things I really want in life.

Maybe. they want to go on a trip or maybe they're planning for a wedding and they're like, how am I going to ever cover this? [00:41:00] Right. I just, I don't even have money at the end of the month to do anything. I can't even put it to savings. Or maybe they're fearing retirement depending at where they are in their life cycle.

Like if they're in their mid thirties or early forties and they're like, shit, you know, like I'm nearing this retirement age and I'm not where I want to be. There's that fear that can come up. So I want to speak to the belief piece. The belief that financial freedom is out of reach is deeply ingrained for whatever reason, right?

But we want to get nuanced with that. So that could be a money story they're carrying from childhood. Like maybe they grew up in a household that lived paycheck to paycheck. And, or maybe they had parents that fought about money all the time and it resulted in their marriage dissolving. Or maybe they've come from a long generation.

Maybe it's not just mom and dad, but maybe it was grandma and grandpa and, you know, aunts and uncles and all the things that, it just wasn't there for them. And so there, we want to get that [00:42:00] nuanced storytelling piece. And this is where you can leverage your story, literally like leverage your story. If, if you have a similar experience and a similar ingrained belief, you can tell that story and that creates that relatability.

And maybe they've tried budgeting, cutting back on expenses, even taking on extra work. Maybe they're applying for promotions. All of the things, like what have they tried? Maybe they've read financial books. Maybe they've tried to hire a coach in the past, whatever it might be, but it never seems to make a significant difference.

And they start to believe that financial stability is just a pipe dream, reserved for the lucky few. Like, how are people actually getting ahead? Or like, is just, Just This Me, like, how is this kind of happening? And their inner dialogue could sound like, and these again, these are just examples, like you, as you're listening to this, you might be like, wow, I'm getting tons of ideas, like, I'll never be able to save enough money to buy a house or retire comfortably.

[00:43:00] I'm not good with money. I'll always be stuck in a cycle. I can't seem to break it. Where financial freedom is just not in the cards for me. Like maybe it's just not possible. Um, I'm not good with money is something I hear so often from people. Like I need somebody to help organize it. Or I need a better accountant or I need a better accounting system.

And oftentimes. Organization will help and knowing your numbers will help, but there's often that deeper belief or those deeper core wounds that are impacting the rest of it. So we want to get below the surface. And as I mentioned before, they value this independence. They value this security, but despite their struggles, they can't seem to kind of break out of this.

And they, but they long for that peace of mind that comes with having a solid financial foundation. And they crave the freedom to make choices based on their desires, not just their immediate needs. So let's Like I said, they might want to go on that bucket list trip to Africa, or [00:44:00] they want to travel to Italy or whatever it might be, or they want to go out to a fancy restaurant or stay in a nice hotel, or they don't want to have to worry about it.

They want to be able to go out there. And this is a key piece because for a lot of us, freedom and autonomy and independence and not independence in a toxic way where we're like, I can't ever ask for help. That will play a factor for some people, but it's that freedom. Like I want to just be able to. buy the things I want to buy without having to worry about never having enough money and they yearn to be self reliant and in control of that destiny.

So they don't want to rely on other people and they don't want to ask for help. And so in their heart, they may feel something like, I want to feel secure knowing that I can handle whatever life throws my way. I desire the freedom to travel, pursue my passions and live life on my own terms. I value being independent and not having to rely on others for financial support.

Like that is what their heart desires or that is what they feel deeply. And so the notion [00:45:00] and the fear of having to ask for help is like, they don't want to do it, right? So remember earlier on in this episode, I had said people buy for one of two reasons. They buy because they desire something, they deeply, deeply crave it.

So for example, somebody's desire here to travel, that might be enough to get them to get the support and help they want. But then there's the fear, What is worse, the desire, like, I want to travel, yay, or asking for help? And again, this will be nuanced. So, the fear of asking people for help, like, that's a nightmare for them, like, I do not want to do it.

And that has more weight than the desire, or just combining the two, right? Being able to combine the two in your content, in your messaging. You could share a story, maybe this has happened to you, where you've had to, like, go out of your way and ask for help, and how, I don't know. Like how hard that was and how you get it and how you get that fear and why you want to support people in financial wealth because you get that it's difficult [00:46:00] or talking about your own trips and and whatnot and then I want to talk about the identity piece because again this is layered and and nuanced and and This identity piece is that deep down they aspire to be like a savvy investor and not from like this expert level, but they want to have, they want to build wealth and they want to be someone who makes those smart financial decisions, someone who can navigate the complex world of money with confidence and ease, and they imagine themselves as a financial Financial literate, human able to seize opportunities and build prosperous future, right?

So they don't wanna be in the dark with their money. They want to be literate, they wanna understand it, and then they wanna seek opportunities in investing or putting money away or whatever it might be, so that they can. quote unquote, be in control of that financial destiny. And so they might say things or envision themselves thinking, I am capable of making wise financial choices.

I'm someone who takes control of my financial destiny. I am a savvy investor, [00:47:00] constantly learning and growing my wealth. Now, if you're in the transformation space, you know, these affirmations, right? I am this, right? I am this. It's a very, grounding an integrated affirmation and when we can claim it and we can embody it, that's when the change really truly happens.

And so again, it's layering all of this, but if you literally focus on the experiences and the beliefs and speaking to that, that is going to set you so much further ahead when it comes to writing content. And I want to even. take the word content out of it. It's speaking to the hearts of your people and it's speaking to them in a way that's genuine and authentic, not manufactured, not engineered, not coercing somebody to do something, not with any outcome of like, if I do this and say this and say it in this way, I'm going to get them to do anything.

It's just speaking from a place of understanding. And so again, if you're tongue [00:48:00] tied or you don't know what to say, then there's work there to do to understand. And that's often where I feel like people struggle is when they're not in alignment or they're not embodied in their message or integrated in it, they don't have the level of understanding to truly connect with the hearts of the people they want to connect with, then, then it becomes a struggle of like, what do I actually say?

And how do I actually say it? Because we're lost in that because we actually don't know because we don't understand. We don't understand what we're saying. We don't understand the people we're trying to say it to, and therefore, we don't have, quote unquote, these content ideas or these ways of communicating.

So, that's another thing to consider, is that you really want to Spend the time to listen and to understand your people because, like I said, they don't buy what you're selling. They're buying the [00:49:00] transformation, but more importantly than that, they're buying in the belief that they can achieve what they want to achieve or avoid what they don't want to face or do or whatnot or experience.

But they have to believe that your, the pathway that you're leading them on and the approach that you take will actually work for them. So I totally anticipated this episode being, you know, 15 or 20 minutes because I was like, I'm going to get to the framework. I'm going to say the things and it's, it's a long episode, but this is a masterclass in and of itself, literally.

Um, and it is, I don't want to say it's a million dollar framework, but it is. It, it literally is, if, if you can. quote unquote, master this and master this level of communication and the nuance of it and the, and the texture and the feeling and the emotion. What does it sound like? What does it look like?

What does it feel like, look like, feel like, sound like? You will, I promise you, you will see people reaching out to [00:50:00] you, inquiring about what you do without you having to actually sell the thing you're doing. Without you having to even mention your offer, the name of it, any of that, because they're going to, they're going to seek your support, guidance, whatever it might be, because you get them and you understand them.

And they feel seen, and they feel understood in that. And most of us feel like we're operating in isolation alone, navigating the dark waters and the turbulent waters that we might be going through as a new mom, someone trying to navigate our financial security. weight loss, productivity, whatever it might be.

We feel like we're the only ones going through it. So from a place of love and a care and compassion and a place of service and being of service to humans, that you know that you can impact them for the better, start to sort of do this work. And I promise you. your business will [00:51:00] transform. So with that, I hope this episode has been brilliant and I cannot wait to hear from you.

If you have found it helpful, please, please, please reach out to me either an email or in the DMs at creatively owned. I respond to everything and I would love to hear from you. So with that, I hope you have a fab day. Cheers. Thanks for listening. We'll see you right back here next time. You can also find us on social media at Creatively Owned and online at creativelyowned.

com. Until next time, keep showing up as your authentic self.