Be More Specific and Tangible

R3 I guardianmarketing.substack.com I ExperienceR3.com

When you are dealing with (or have a tendency to deal with) offers that are more esoteric, you can easily find yourself in a situation with prospects where they don't seem to "get it."

Healers fall into this category ...

BUT

Don't limit this to just healers, consider what is being said here and see how it applies to your situation, because the dynamic at play is a tendency to use language that ultimately only means something to someone who has already done the thing.

The discussion of this came about in the context of discrediting competitors during one of the recent "Cash Now Blitz"¹ workshops (more details on that at the end of this article).

People who work on a certain level of belief, who improve other people's lives by changing things which are ultimately less tangible (getting someone to think differently about themselves is less tangible than getting someone to lose 10 pounds) will often struggle to communicate and connect with the people they can help the most because of that intangibility.

When you're speaking to someone who doesn't know you, doesn't know your methodology, doesn't know how the outcome you create happens, they are not going to respond easily (or at all) to your intangible ideas.

To explain, here's one of the examples discussed in The Cash Now Blitz:

(In the context of discrediting a competitor)

"Were they able to help you uncover the ways you are self-sabotaging in your business?"

An ideal client presented with this question would not know how to answer it - the idea of "uncovering ways you self-sabotage" is unspecific and esoteric (if it even has a meaning, it's going to be different for each person who hears that).

That kind of esoteric transformational language can be repelling to your ideal clients - unless they know exactly what it means and how it interests them (which is rare and most likely only happening with someone who's done the work already).

However,

Even if they know the language, chances are they have their own definition of what it means.

You need to make the offer specific and tangible.

In the context of discrediting a competitor, here is a better way to word your question (or your offer):

"I'm sure they (the competitor) have shown you all the ways you are self-sabatoging, but did they show you specifically how to recapture your time that used to go into fixing all the fires you were setting, so you can spend that time with your family?"

Specific and Tangible.

(In that context, assuming the prospect is interested in spending more time with their family and possibly sees that they are "self-sabatoging", creating problems in their own business, and causing them to have less time with their family)

Get to the practical application.

This actually works in reverse for people who's work is *too tangible.* A high level coder for example ... no one wants to hear about the details of coding, they want to know specifically how the outcome impacts their lives/situation.

Just the same ... "self-sabotage" is going to mean something different to every person who reads it, but "earn 20% more each month while working 20% less" doesn't leave much room for individual interpretation.

You might have a process for uncovering past life trauma which reveals something key that can result in *your* client getting much better client results and getting paid more ...

But they don't care about past life trauma or even the whole process, they care about making more money while doing less and having less headache. They care about having fewer clients which turn into major problems for them. They care about doubling their per-client revenue for the same effort so they can take on less headaches. Etc.

You have to speak to their current practical application as they see it.

In the 'healer' context, "past life trauma" may be an interesting and compelling mechanism to explain why they were setting fires in their business and taking time away from their family ... but they aren't going to listen to you about that until they believe you're going to show them how to spend more time with their family. (or whatever their specific tangible desire is)

Bringing this back to the beginning - I said this isn't 'healer' specific (they just make a great example of this) ...

Strategists and technicians who are especially skilled at creating effective outcomes in a unique way can easily get caught up in the details which they know because they can see the whole picture.

To take an example from my own experience,

I know from all the work I've done with email tactics and strategy that most people fail to create a meaningful and engaging relationship with their audience over the long term and that is fundamentally the greatest reason for an ineffective email marketing system (with dwindling engagement and anemic results) - but when they first discover me, their tangible need is more people opening their emails, and buying their products now.

So when I'm talking to someone who doesn't know me, I often start by showing them how to bump the open rate of their first email for a new subscriber from 40% to 80%.

Take your esoteric understanding, and walk back into the tangible thing your prospect is after right now.

When they believe you can solve their problem, they'll become more receptive to why.

Speak more Tangibly and Discredit your Competitors

If you want further insight and guidance to connect more tangibly with your prospects and learn how to discredit your competitors (without being negative), check out The Cash Now Blitz Bundle ...

The above is just a little segment from one of the sessions.

The Cash Now Blitz Bundle is available to MBD+ subscribers here:

Be Useful. Be Present. Love the Journey.

Joseph Robertson, CMO Man Bites Dog

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