I once knew a capable, extremely talented woman named Becky [not her real name, but you probably know someone exactly like her. ]

Becky had been trying to build a business for five years. She joined pricey masterminds. She spoke and sponsored events. She networked and talked to people.

She did everything she was supposed to … except the one thing that would have brought her success much more quickly.

While Becky tried to sell what she did in a multitude of ways, she didn’t sell the one thing that people buy.

The ONLY thing that people buy:

People buy a better version of themselves.

That’s not not a trick suggestion. It’s not glib or snarky or cheap. It’s true.

And it’s utter simplicity means you’re going to fight me tooth and nail to show me I’m wrong.

After all, you’ll point out, people buy:

• Coaching. (Because that’s what the coach training school I attended told me!)
• Funnels. (Because that’s what that guru I paid $15,000 told me.)
• Facebook Challenges. (Because everything on Facebook sells, right?)
• Transformation. (Because it’s my mission to change the world!)
• Products. (Because that’s what everyone is teaching!)

On the surface, it may appear that’s exactly what people buy.

But it’s not the reason they buy.

People buy a better version of themselves.

• Someone who’s stronger.
• Wealthier.
• More profitable.
• Fitter. Sexier. More energetic.
• Someone who wakes up next to the person they want to spend the rest of their life with every morning.
• Someone who gets their dream job instead of putting up with the boss.
• Someone who’s more productive, so they get that promotion.
• Someone who no longer struggles with past trauma. So they ask for the raise. Or ask that hot guy or beautiful woman out on a date.

So … how do you stop being the struggling version of Becky?

And instead finally get paid what you deserve by offering your prospects a better version of themselves?

1. Offer a specific outcome

Years ago when I was fortunate enough to be a member of Clay Collins’ Marketing Program, he would always ask one simple question of the clients who would launch into their confusing 10-minute explanation of what they do:

“So … what’s the outcome you offer?”

As coaches, consultants and service professionals, we seem to talk about everything but specific outcomes:

Transformation.
Realizing your potential.
Clarity.
True expression.
Confidence.
“Living the Life of Your Dreams”.
Being “who you were meant to be.”

The list goes on.

The problem is all these are either:

Abstract.
General.
Process-oriented.
Jargon.
Something that sounds cool, but we won’t spend money on.
Something that inspires us (until we actually have to work to get it).

Or, as with clarity and confidence, they are only as valuable as the specific outcome they make possible.

So … why not just offer the “what they make possible” – the specific outcome – so you can have more clients and make more money?

2. So, what is a specific outcome?

Is it OK if I make this simple?

Specific outcomes are specific, quantifiable, verifiable results people value, seek out and invest in. Not a process they go through.  Not a vague umbrella that covers everyone and everything.

Specific outcomes people will invest substantially in generally revolve around:

1. Money
2. Love
3. A specific form of health (losing weight, better body, more energy, overcoming illness, faster healing)

And … if they already have these (or they’ve nailed the money part) and are still unfulfilled … life purpose or spiritual direction.

There are different shades of each. But these are the things people will pay significant sums of money for.

And if you want to thrive and have time for all the other things you want to do, it’s important to be able to charge a significant sum for your services.

Even people who invest in things like creativity training, do it because it will bring them something specific they value more than the money they pay to obtain it.

If you want to start enrolling more clients more quickly, find a way you can relate what you do to these specific, verifiable outcomes.

3. Your prospects must already be looking for what you offer.

Convincing people they really should want that thing you offer (even though they believe they don’t) is a charge! A thrill! It makes you feel like you’re transforming the world! It puffs you up and makes you feel important.

But honestly, how is that working for you?

Convincing is the hardest, lowest paying job on the planet.

While you can eventually make money from it, it takes a long, long, long time.

The other crappy thing about it is enrolling someone practically requires you to be pushy, salesy, argumentative and intrusive. Ugh!

It’s a lot easier to give up saving people who don’t want to be saved. And focus on the ones who do.

It’s a lot easier to sell a rope to people who know they’re hanging off a cliff. Then to people who insist they’re not.

HOT TIP:
If you’re willing to do just a tiny bit of work, you can find more than enough of the folks who are already seeking the specific outcome you’re offering. Or finding groups where a large enough percentage of them do, to make it worth your while.

So when you plop into their life, they will feel like you’ve been sent by a higher power to show them the way. Instead of by their worst enemy to torment them.

I would much rather speak to a room of 40 people where 5 of them want what I offer NOW. Then to 40 who think it’s neat and interesting.

4. They need to be urgently seeking what you offer.

If you’re hanging off a cliff, what you want in that moment is a rope. (Not transformation).

If you’re on the Titanic, what you want in that moment is a lifeboat. (Not “being all you can be”).

If you’re so hungry you can’t think straight, what you want in that moment is a pizza. (Not to overcome your blocks so you can let your true light out).

People take action and invest in overcoming the specific uncomfortable situations that are in their face. That are keeping them from having something they urgently want.

The good news is when you show up with that thing they urgently want, they pay you. And pay you well, without all the objections and complaining.

And if they don’t have the money (in that moment) they’ll do everything they can to find it. Instead of insisting you twist yourself into a pretzel so they can afford it.

---

.
So … if you are finding you’re a lot more like Becky than you’d like to be. And would rather be capable, talented AND well paid, here are some questions to ask yourself:

What are the specific problems my ideal clients want solved right now? That I would be great at solving?

What are the uncomfortable situations they want resolved right now?  That I would be great at helping them through?

What are the specific, desirable tangible outcomes they would rather have (instead of the problems and situations) that I would be great at helping them achieve?

And make THOSE the center of your messaging. Not some hard to understand abstract concept, process or “feel-good” inspiration they’re not going to pay for.

Remember: People buy a better version of themselves.

And that version is not an abstract concept.
It’s not merely inspirational.
And it’s definitely not something that “might be nice … when I’m ready.”

It’s a version in which that gets them out of something specific they don’t want right now. Into something they want a lot more of right now.

And once you’re able to get specific about exactly what that is, and discover you to message it, launch it and build your offers around it, don’t be surprised if the business you’ve been trying to build for years.

Becomes the business you have.

And … if you’d love to have some help identifying, messaging and building that, give me a holler. I’d love to find out more about what you’re up to. And where you’d like to take that, to see if I have what you need right now to help you have it faster.