We’ve all seen it: Hypey marketing.
Amped up. Over caffeinated. Bombastic.
No one likes it. The problem is, in your zeal to avoid it, you’re probably going too far in the other direction. And wonder why your toned down, timid, vanilla messaging doesn’t fill your programs or enroll clients.
When your fear of what others might say about you stifles honest expression of the difference you make, you limit the impact of your message on the exact people who need you the most.
But there’s a way out. Because there’s one thing you must understand about hype:
It’s not hype if it’s true.
Timid messaging that doesn’t articulate your full impact may be sentencing you to a “barely getting by” business, that makes you believe you don’t have what it takes. When all you really need to do is to lose your fear of making a bold statement about the results you create. Which is why I want to introduce you to:
The Four Truths About Hype
Because there’s nothing wrong with letting folks know you can do great things for them. And here are four tips you can use to feel great about doing that:
This might feel like a blow to your ego. Until you realize how much it frees you.
You can give the exact same information to 20 clients. And five will succeed. The five who chose to:
- Take action on the guidance you give them.
- Notice what worked and repeat it.
- Take note of what didn’t work and improve it.
- Keep tweaking and refining until they nail it 100%.
You can’t force your clients to do this. They have to want to do it. It’s important for you to realize:
Nothing works unless you work it. And nothing works perfectly 100% of the time (especially when you’re trying it for the first time). That’s called life.
And you can’t allow the fact many of your clients won’t take these four steps discourage you from letting the world know what you do is resoundingly effective for those who do.
It’s kind of funny how:
- The Super Bowl is 100% hype … until your team is in it.
- American Idol is a 100% hyped out show … until your son or daughter is one of the finalists.
- The Academy Awards is a parade of hype … until the movie you LOVE is up for best picture.
- And the stuff in your inbox is hype. Until that one thing comes down the pipeline that can change your life.
Interesting … how the more deeply connected you are to the thing being described (and the bigger impact it has on you), the less it feels like hype. And the more it sounds like the thing you’ve been hoping for.
The people who really want the results you can help them achieve, really want to hear you go to the wall when you describe what you can do for them. In fact, you owe it to them to do just that.
Before they see themselves investing in what you help them achieve, they have to hear the story of how you can help them do it at 100% full volume.
I’m not talking about that time you got lucky and everything happened to work out. I’m talking about that thing that has worked for the folks you work with over and over again (whether you were paid for it or not). That thing you know you’re good at, that you could help thousands of people with if you got the chance.
The problem is, you’re afraid of messaging the power of it because you’re afraid people will think it’s hype.
NEWS FLASH: People will think what they’re going to think.
Your only choice is to go ahead and describe the full impact of the results you deliver. Or allow what others might think or say about you stunt the clarity and conviction of expression of your gifts that could literally attract thousands to you.
I wish I had a dollar for every time I’ve heard an entrepreneur say, “I can’t talk about the results I create, because I can’t guarantee people will be successful.”
The answer is simple: Don’t say the word guarantee.
Stick with the facts:
- Fact 1: You know what you’re talking about. (It’s OK. Admit it.)
- Fact 2: You have created results and outcomes. Probably lots of them.
- Fact 3: It’s 1000% OK to talk about the specific results and and outcomes you have created as examples of what is possible.
The people you are here to help deserve to know the facts.
The folks who will see those facts as hype are not the folks you are here to help. It’s OK: You don’t need everyone.
Here’s the deal:
Your fears about “hype” are more about your insecurities about what other people might say about you, than about the quality of what you have been able to deliver over and over to the folks you have worked with.
We are all human, so when others say negative things about us, or how we position our offers, it can hurt. The only question is: Will you rise above that by knowing the difference between what is true about you and what you deliver vs. other people’s perceptions and opinions about it?
Yeah, there’s hype out there.
But the people you are here to lead, are waiting for you to lead. And not cower in the shadows wondering what they might say about you if you did.
The thousands you might help are not going to be helped unless you can articulate a clear enough, powerful enough, focused enough vision and message to inspire them past their own fears. And commit themselves to let you support them to what they truly want.
So where do you find the folks that WANT YOU to lead them to greatness?
I’ve created a guide that lists 21 places to find your ideal high end clients. Who not only have the money to pay you, but are already looking for you. You can access your own copy of the guide right here.
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No more timid messaging! There’s a difference between hype and a heartfelt expression of the impact you make. Great distinction! Thank you Rob!
Perfect timing, Rob. You’re not a psychic, are you? 😉
Not a psychic, Marianne. But glad this was timely for you!
Rob this was a GREAT article, you’ve expressed perfectly a concern I wasn’t even consciously aware I had, until I read this. Thank you!!
Yeah, I know … you may not even be aware of it. But it can undermine our ability to connect out ideal clients with the full impact of what we can do for them. Really pleased this was helpful Adrienne!
Juicy! As always, packed full of great insights with clear examples. Thanks, Rob!
Terrific. Thank you so much Janet!
Rob, I have a high regard for your insights, but struggle with your Recommendation to Not Offer a Guarantee”. Isn’t this “risk-reversal” as Jay Abraham used to call it, one of the most importnat things a prospective client is looking for AND also a great way to differentiate you from the masses of other coaches (since most people won’t stand behind thier work?)
Great question Bill: There are two things … #1 there is a difference between a results guarantee and a satisfaction guarantee. Many coaches / professionals are afraid to message the power of their work, because they feel they would have to guarantee others get the same results they do.
That’s the “guarantee” I was referring to in the post: The mistaken notion that by simply describing results you have produced for others, you are “guaranteeing” you will produce them for everyone. I don’t think Jay Abraham has ever guaranteed you will get the same results he gets, because very few people have ever gotten the results Jay gets.
#2 … the “risk reversal” guarantee often doesn’t involve specific results, (i.e. “If you take this course you will be a millionaire in two years.) but satisfaction with the material. It’s hard to guarantee results because you can’t force people to take the actions required to create them.
Hope this clears things up …
This article really conveyed several really valuable ideas.
One of the things I have been getting better at is how to articulate what I do. As a unique professional who is both a holistic psychotherapist, motivational coach and teacher, it has taken some time to do this.
As I get clearer about my message, it helps me to be more confident about sharing it with more people. Thanks for reminding me that not everyone has to “get it” because those who don’t, probably aren’t the right people for me to work with anyway!
Super Joan! You’re right, you can’t please everyone. And if you water down your messaging to try to please the folks who probably won’t work with you, you lose the chance to inspire those who would have … if you would have given them a more confident message.
Always love reading your stuff boss! This is awesome on several levels. 😉
Awesome Lon! Wow, it means a lot that this had an impact on you. Keep doing what you do!
Hey Rob! I love Truth #2, especially those great examples! Yes, there are people who’ve been waiting for what you can make possible for them. To THOSE people, it’s not hype. So why not make sure they hear it… at 100% FULL VOLUME! Great stuff!
Glad this hit the spot, Sharon. Yes, lots of people looking for you … and it’s important to ensure they know what you can do for them.
Wow, this one hits home Rob. Drop the mic. I really needed to hear this.
Awesome Brenda. Glad this was timely for you!