Coaching Call – How do I narrow my focus when it comes to my messaging and marketing?

Today I am coaching Sammi Sadicario, who is a singing coach for conscious leaders, healers and soul seekers. She wants to identify the best ways to market her multiple offers across such a diverse audience and overcome her fear of launching. In this episode, we break down Sammi's big business goals to clarify her marketing and messaging focus while exploring her fears.

– How identifying your ideal client and mapping out their transformation journey can bring clarity to your messaging and marketing.
– Why reviewing your offer suite is essential to ensure that it meets the key elements of the transformation.
– The importance of crafting messaging and developing lead magnets that align with your offers and meet your audience where they're at.
– Understanding and overcoming the mindset challenges associated with launching your offer.
– Why deadlines are so important when it comes to launching.

 

Today I am chatting with Sammy Sadicario who's struggling with two major challenges that I know come up a lot with online business owners, and especially with coaches, and in her case, she is starting out with multiple different offers and different clients that she wants to work with.

 Hey, Sammy, welcome to Imperfect Action. I am super excited to have you here today and to workshop your challenges with you. 

“My name is Sammy. I go by Sammy Siren. I am a singing coach for conscious leaders, healers and soul seekers. I've been singing for many, many years and developed my own method called Somatic Singing, where we get into the body in order to sing and apply technique, and it works pretty much instantly with anyone I do it with.

And my biggest challenge is how to focus my marketing when I have multiple different offers as well as different types of clients. Anywhere from somebody who wants to become a better public speaker for podcasting or be a better communicator in their interpersonal relationships or wants to sing to like nail it at karaoke or lead song circles.”

 

How identifying your ideal client and mapping out their transformation journey can bring clarity to your messaging and marketing.

The one thing that comes to my mind is the common thread tying all of these different people that you are working with together is that they're leaders of some kind.

And even the healers might identify with being a leader of some kind as well, because they are leading the people who they are healing. So instead of saying, well, you're a singing coach for podcasters and men and women and all of these different groups of people, now you're a singing coach for leaders and healers. So we need to then identify who is that one dream client and what is that journey we can take that one dream client on. And it doesn't mean that you can't have other offers in there as well, but to really make it feel cohesive and clear and streamlined, it helps to just have the one that you can take on a journey.

 

Why reviewing your offer suite is essential to ensure that it meets the key elements of the transformation.

The reason I've been asking you to walk me through all of this, in my mind, the way that I'm seeing it is you have three main transformations that you help somebody with, right?

So the first transformation is getting over that fear of using their voice, which is so common. I, as somebody who teaches other people to podcast as one of my courses, I see this a lot with people who are like, I want to start a podcast, but I hate my voice. That was me like five years ago, right? So I get that so much. 

Then the second, the second transformation is learning how to use their voice effectively. 

And then the third transformation is that real confidence and leadership with their voice. 

And this is then when we can break it down into the different offers. And yes, you can guide them through all of this in a one-on-one setting, but I would really be looking at how can we break this down into three different offers.

One of them could be a course on getting over the fear of using their voice. The next one could be a course or a membership, or a community or a group program or however you want to deliver this, where you are showing them how to use their voice effectively. And then the final offer is taking them from, you know, now they know how to use their voice. They're not afraid of it but it's really stepping into that confidence and leadership and using your voice without losing your voice. 

And even if you're teaching these in a one-on-one setting, it's rather than just saying, well, it's one-on-one coaching, choose your own adventure. It actually then becomes, Hey, this is my six-week one-on-one program to achieve this. Any of these outcomes can be delivered in different ways, and it's up to you to choose how you'd want to deliver them. But your overarching brand messaging then becomes, you are helping leaders to go from being afraid of their voice to confidently being able to lead using their voice.

 

The importance of crafting messaging and developing lead magnets that align with your offers and meet your audience where they're at.

“The voice is the voice is the voice.”

That's going to be part of your marketing messaging by the way. That's your free content. You're educating them on how the voice is the voice is the voice, and you're educating them on how it's not that they're a bad singer, they just don't know how to use their voice effectively.

It's not that they are a bad singer, it's that they're afraid to use their voice fully, and they're afraid to commit to singing the song or whatever it is that, you know, as the expert is holding them back. 

So the people who are waiting in the wings, need a little bit of educating before they're going to be ready to book a discovery call or buy any of your offers.

 

Understanding and overcoming the mindset challenges associated with launching your offer.

If you think of it as a journey, right? So there's somebody out there who is, right now unable to sing in the car with their wife, or they are unable to put their hand up and volunteer to give a presentation at work.

And they're like, oh, I'm just not a good speaker. I want to be a good speaker. I want to be a good singer. So they think that the solution is to become a good speaker or to become a good singer. They probably haven't even connected the dots, that it's actually fear and mindset. That's the first thing they need to overcome.

They can't just go and Google how to give a good presentation because even though they're doing all the Googling until they overcome those fears and the mindset stuff, they're not going to be able to sing out loud or give that good presentation.

 

Why deadlines are so important when it comes to launching.

So interesting thing that you did mention before we hit record was that you are really quite keen to get people who are already want to work with you. You don't want to be trying to convince them and using high pressure sales tactics. And you mentioned that you don't like launching because of the deadline and that you've canceled every Launch that you've done.

So I'm going to use you as an example of why we use deadlines in launches.

So think about it with your own launches. You currently have not had a deadline where it's like, oh, I have to Launch this thing by this date. You're like, I can Launch this group program anytime. So I'm just going to keep putting it off until I feel comfortable enough to do it. And as a result of that, you haven't ever launched it. 

Somebody in your audience is like, ah, this voice thing, like, I want to do it, but it's really scary, really uncomfortable, and I can do it at any point in time. So I'm just going to keep putting it off until I feel a little bit more ready to do it.

And having a deadline in a Launch like, okay, it doesn't have to be doors closed. This is the only chance you have to work with me. It can be price goes up, it can be a bonus is removed. There are other different deadlines we can have. But having a deadline is what forces somebody to commit. And it's like it's time to make a decision. Are you ready to do this right now? Are you going to do this? And maybe push yourself out of your comfort zone and do it now. Or are you going to give it another three months, six months, 12 months, and you're still going to be in the same place that you are right now? 

It's a decision-making thing. When it's done ethically, it's a decision-making tool rather than a pressure tool.

 

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