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Whatup Reader!

In full transparency, what follows is an email that I sent out last week to a subset of my full emailing list, more specifically, the subset who had specifically expressed interest in messaging help.

I decided to share it with you, my full list, for this Tuesday's Maestro Mail because I firmly believe that if you're excited about something, and you want to use that something to help people, you should talk about that something.

So here we are. (Big thank you in advance if this is your second go-round.)

It feels so damn good to have clarity, direction, and excitement about work again, and I want to share that with you all. So puhlease allow me to share a little story, and some big clarity.

First up, story time: Last Monday was Lex's birthday, and I surprised her with a hike in Malibu followed by lunch at this awesome spot on the coast recommended by a friend. The restaurant is actually on the beach, well, slightly above it, but they have sand as the “flooring” for the outdoor seating, it's got appropriate overhead coverage so you’re not melting, and they do a pretty good job of keeping the birds away. Bonus, it's also pet friendly, so we were able to bring Moose with us.

To further set the scene, I want you to note that the hike we went on was about 3 miles long and about 700 feet of elevation gain. Nothing super crazy, but a nice solid two-hour hike, all after driving about an hour and 15 minutes to get there because we live in LA and that's how long it takes to drive 25 miles. All this to say, by the time we went to go eat we were hungry. Cue the reason for adding this story to this email: the menu.

When we sat down this is what was placed in front of us:

This, my friends, was a perfect recipe for overwhelm and indecision.

I knew what I didn’t want, but after flipping the menu back and forth about 15 times, I opted to just look around and see what other people were eating and base my selection off of that.

The tie-in to today's email? That's exactly what I did when I rolled out my new messaging services. Folks told me they were hungry for some sort of messaging help, and I put a big-ass menu in front of them. Not my best work.

Based on some questions I received, along with said experience at the restaurant, I want to use today's email to do what waiters do and highlight the catch of the day. (Note: I want to reduce overwhelm, not just sell you the most expensive thing.)

Now if you had asked me three weeks ago which new messaging service would make the most sense to promote, I wouldn't have guessed this one. Literally, a big surprise to me. Buuuut, thanks to Lex and some of her awesome clients, I was able to run 3 beta Website Messaging Audits, and I can say with full certainty that it is the best entry point for folks who want to dial in their messaging.

Of the three audits that I ran, two were for brick-and-mortar clinics. The focus there was just making sure that they were speaking to their ideal customer, making sure that they were using patient-first language that focused on outcomes desired by their specific demographic and wasn't full of PT jargon.

While I've never been great at results-forward marketing, and your mileage may vary, I feel like I'd be remiss if I didn't share the following:

The third audit that I did was for an online business owner. This is the one that I think probably speaks to many of you, particularly in that the true focus was not copy, but rather, helping this person identify their avatar.

Many times, things don’t land and messaging fails to attract customers and clients simply because people are talking to the wrong person.

One of the biggest honest mistakes that I see business owners make is that they confuse who they want to help and who they are able to help. It’s not at all uncommon to see a business owner marketing to a specific person because they think that’s who will generate traffic, not because they actually want to work with that type of person. It’s also not at all uncommon to see a provider who has niched down with the best of intentions, but they’ve chosen to focus on a single type of person as opposed to the problem that they helped that person with. Those are two very different things, and when one’s niche is actually defined primarily by the problem they solve, messaging that instead focuses on a specific type of person will miss the mark.

Humble brag: This is a problem that I’m really good at identifying and solving.

Back to the new offer, niche mismatches are actually very easily identified with a website messaging audit, because a website is a static visual asset with language that is easily assessed. Your website, combined with an intake call and an extensive intake form allows me to develop a super clear understanding of who you actually want to be helping and how you actually want to be helping them.

Because your offers are also listed on your website (or at least they should be 🤷🏽‍♂️), the Website Messaging Audit gives me the opportunity to look at those as well and see how they're structured and if they will speak to your ideal client. In reality, the Website Messaging Audit allows me to assess whether you should be offering those services at all, or if you've veered off course and doubled down on something that will not resonate with your true niche.

Lastly, the structure of the Website Messaging Audit allows me to provide some of the most refined feedback because it is an asynchronous model (meaning I do the work on my own time, not on a live call with you). In this model, get to sit and pour over your website without the time constraints of a live call. I do some of my best work very late at night and clearly can’t do that with a live call. The Website Messaging Audit structure gives me two weeks to sit with your website and really dive into it, pull apart your messaging, argue with myself, ask you questions via email if needed, and then deliver comprehensive pinned feedback on your website, a video overview, and a written report that cuts directly to the heart of things.

I can promise you that it will tell you exactly who your avatar is and what direction you need to take your messaging.

From there you get two weeks of email support to implement the changes that I recommend. That’s two whole weeks to sit with the feedback, think it over, ask questions, ask for help, try things on and see how that new messaging feels.

Going into the launch of these new services I honestly didn't think that the Website Messaging Audit would be the offer that made the most sense as a starting point, but after having gone through three of them, and not only enjoying the shit out of them but having received the best feedback, I can say with complete confidence that if you want help with your messaging but you're not ready/wanting to commit to any kind of long-term support, this is the starting point.

Something that I've always coached my business clients to do, is to make their website as early on as possible when starting their businesses because a website provides a singular place where all of their messaging and thoughts get laid out.

For those of you that want help with the messaging in multiple areas of your business but aren’t sure where to start, the website is the centerpiece. Get your website in order by identifying exactly who you’re talking to, and subsequently the language to be using that will land with them, and then you can just apply that to every single place that you create content, be it for emails, social media posts, podcasts, sales pages, whatever. This is exactly what the Website Messaging Audit will do for you.

So yes the catch of the day is the Website Messaging Audit. I know that traditional business tactics would have me limit the spots or create some sort of urgency by telling you that you have X days to secure your spot. I’m not going to manufacture any fake urgency, but I will say that the price of this service will absolutely go up as I get more people through it and get more testimonials.

Right now I’m absolutely spending way more time completing the audit than I am charging for because that's how it goes when you roll new things out. When something is new, you start by charging a price that you're comfortable with and that your audience will definitely be comfortable with. You deliver the shit out of it. You get results. You get reviews. And then you raise the price up to match the effort and time that you're spending.

I've spent the past three weeks texting Lex and letting her know how much I’ve enjoyed running these audits. Like...I'm all in on these things. I want to send her more of those texts. If you’re looking for help with your messaging, I would love to help you. My recommendation is that you order the catch of the day and start with the Website Messaging Audit.

ORDER THE CATCH OF THE DAY

Happy to answer any questions you have.

A special thank you to those of you reading these words for the second time. An extra-special thank you to the three of you who were willing to go first.

Maestro out.

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​I write differently over here.
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