[Transcript starts at 0:40]
Hello, hello, hello, my podcast people. And thank you for joining me for yet another episode of my
favorite online business podcast. If you're listening, tuning in, watching with the Ohos on the day
that it drops, it is Monday, May 18th.
Happy one day after my sister's birthday. I don't know. I'll see when I go back to, um, next point,
I'll see when I go back to edit this, but I'm going to see what my face was like.
Cause I did a big clap today. If you have a podcast or if you've listened, uh, to some of the times
I've talked about making a podcast, one of the things you can do, I have to sync the audio for this,
right? So this is a video if you're watching it, if you're listening, listening, it's just the audio. Uh,
version, but the camera does not capture the audio.
I capture the audio with this big mic in front of me, it goes into the computer and then I have to
sync them up. And so the easiest way to do that is to clap in the beginning. It makes a big sound
wave, and then I can just line them up very easily, uh, in my editing software.
But sometimes the clap is doing the clap thing is loud. And that was one of the times I definitely, it
like scared me. So I don't know if my, what my face looks like in the beginning of this, but, uh,
we're awake now, move this mic closer to me.
We are wide awake. If you're watching and you could see my guy, Rupi. Hey dude.
Yep. There he is. Uh, we are fully into May gray season over here, but I'm not mad about it.
It actually is. Oh yeah. I'm looking out the window.
It is definitely still May gray over there. Uh, but out that window, it is not. Um, and I'm not mad
about it because of that, right? It doesn't rain.
May gray is literally that is just May. It typically burns off. It's two o'clock right now.
As I'm time, I'm recording this and usually by this time it has burned off. Um, our, our house sits
up really high, so I can see really far West that way. And I see it's just like the blanket of grays
there, but to the East, this guy is blue, it's not cold.
I have on a t-shirt and shorts, it's not cold and it's actually better for volleyball in my opinion, I
prefer it. Cause like, it's nice to get the beach when it's sunny, but it's nicer to be playing volleyball
when it's not, not super sunny. Uh, so I don't mind.
Right. We get may gray, we get June bloom happens every year and I don't mind. And why am I
giving you this meteorological update? Because it's my podcast and I do what I want, but also
because people be complaining about things that happen every year and you'll already know.
I'm like, write it down, write it down. So it doesn't surprise you, but also it is a good segue into
today's topic, which is when in doubt, truth it out. So I've been having a convo or I was having a
convo with, uh, one of my messaging coaching clients the other day.
I love, I love these services that I'm offering folks. I love them. So I was having a Voxer
conversation and that phrase that I just said, when in doubt, truth it out was the exact response
that I gave her to one of her questions.
So I'm going to toot toot toot my own horn here, because one of the things that is both different
and in my, in my patient, wow, my opinion, a very beneficial guy ahead of myself. That you will
get if you work with me is that I have spent the past year, past six years, exclusively dedicating
myself to online business, right? And online business coaching. It's what I do.
It's what I, it's what I did. It's what I do. Y'all who have been in the ecosystem, you know this,
right? If you're, if you're new here, welcome.
And now, you know, I have coached hundreds. We're into the well over into the thousands by
now of people within the online business space. So when I'm working on messaging, right, which
is largely copy for websites, sales pages, emails, it also, it's just communication in general.
So I'm talking about the pictures and the order of things, the story it's telling, the color scheme,
the font. We just changed the font on someone's website. Cause I was like, that font ain't it.
Say we Lex and I worked together on some of them and I was like, yeah, that font has to go.
Right. But when I'm looking at these things, you're also getting business coaching input as well.
Right. It's not just, does this sound good? The two go hand in hand and I'll probably do a full
episode about that, but I cannot divorce one from the other because it's like, yes, we're trying to
tell a story. Why are you trying to tell a story? Because ultimately you're running a business when
people buy stuff, when people sign up for stuff, you want people to join stuff.
And so they go hand in hand. It's not just like, does this sound good? So my client, she's
launching a new offer. I'm really excited for her.
Uh, and I was helping her, you know, I'm going to use air quotes cause I didn't have to write any
of it. I was just, I read through it and we had a little talk beforehand. Um, and so I was helping
her, that's going to kind of just checking things on it.
And where she got hung up is something that I see super often actually. And I'm happy that I see
this because it means I'm attracting the right people. And what I'm seeing is that folks, they're just
like, they feel like they need to manufacture or they either, they need to have some sort of
urgency or scarcity in order to sell stuff, but they like kind of don't want to do that, especially when
they have to manufacture it.
Cause they're like, but it's like, doesn't have any urgency. And so they're kind of like stuck of like,
well, what do I do? And I love that. I love that they're stuck because they're just like, I got integrity.
I don't have, it doesn't have a deadline. The price isn't going up. I'm not doing limited spots.
It's just like, it's here. It's available. I want people to buy it if they want it.
I want them to sign up if they want it. And I love this. I, the business online business space, some
fun, some coaches would have you believe that you have to have urgency and scarcity, and I'm
going to argue that that's not, that's not the case, right? That's not true.
It's not, it's not fully true. Right. The worst sides of the online business world, they would try to
convince you that you need to be a fucking grifter, right? A charlatan in order to get people to buy
things.
That is 100% not true. Please don't do that. Right.
Then there's also a little bit, right? The other side, the truth side though, there's that there is, there
is something to be said about the fact that most people do need some sort of urgency, scarcity
kick in the ass in order to take action on things, right? The doors are closing. The discount is
ending. There's limited spots, et cetera.
I find this annoying as fuck. If you want the thing, buy it. If you think the thing could help you buy
it.
Clearly I am a first day Fran, but I know that so many people, so many of you watching this,
listening to this, our last minute Lucy's, I don't judge you. Right. But why are you the way you are?
It's fine.
It's fine. Right. But there's a lesson to be learned.
And you might go, you have to think about this and consider this. Right. So if we zoom out, I want
to present two solutions to this very real reality that most people are more likely to take action
when there is some sort of external pressure.
So the first solution is to diversify your services and offers such that you do have some sort of
offer that does have an open and closed card period. So that you do have legit urgency. Right.
Whether it is that you have, it could be some of those flash sale, right? That is the price is
changing. Uh, it can be that you're doing a workshop. A workshop has, you're not going to offer
seats when the thing is done, when you're done presenting it.
Right. So there is inherent urgency of like, Hey, buy today because it's, we're going live tomorrow.
And you're like, yeah, you can buy the replay for sure.
Or the recording, or maybe they can't, maybe they can only buy, get it if they sign up for the thing.
Right. They sign up for this session and then I'll send you the recording.
That that's totally fine. It's legit urgency. Maybe you do have enough people in your ecosystem
that you could run some sort of group offer.
And with the group offer, yeah, you're going to start at a certain time. Right. And so it's like, yeah,
we started on Monday.
And so, and I only have 10 spots for it. All right, great. So that's, you have, you've diversified your
services.
So it's not just one-on-one that is like, you know, always available. The other solution here is to
truth it out. Right.
When in doubt, truth it out. What that means is look to promote and sell this thing, or these things,
these services, just based on the truth. There's clearly what I'm talking about here is, is evergreen
offers that are always available and, and have no seat limitations.
Oh, actually, let me go back because I'm looking at the outline here. I forgot one. When it comes
to diversifying, I've talked about this in the past, when it comes to diversifying your services and
you looking to have an offer that, that does have some sort of open and closed cart period, the
hybrid, right? So it's kind of like the, the 1A, right? So one was diversified services, two is truth it
out.
1A is the hybrid model. And that's, we see this really for things like that are ongoing or evergreen.
You can sign up anytime.
So like exercise memberships, things like that. Those are things that have inherent push periods
where even though it's always available, it makes sense to promote this thing and, you know,
breathe life into, you know, give it some air, some air time. At certain points, people can join at
any time, but you were going to put it on their radar and look to make a case for it during the
specific times.
And that's how, you know, the, the, the urgency that's there. I told y'all maybe what, maybe last
week's episode that I just joined tactical tactic functional fitness, uh, their monthly programming.
And that's exactly what happened.
I know it's always available, but there started a brand new cycle and I got an email for it and I was
like, and Meredith had been talking about it and I was like, you know what? I want to do that. It
wasn't like, oh, now's the only time the price is going to go up. Get it now.
It was just like, Hey, we're starting on Monday. You can start the following week. If you want, you
can start anytime you want.
You can start this programming and literally anytime. But I was like, cool. I want to start on
Monday.
All right. So that's kind of that hybrid there, right? Do you have an inherent push period, but we
are onto point number two, which is when in doubt, truth it out. So you have an evergreen offer.
There's no open or closed anything to it. There's no price changes coming to it. There's no
limitations on the, on the seats.
So how do you promote it? You choose it out, right? That what I'm saying here, what I mean by
this is you look to promote and sell this thing just based on the truth. What does the truth look
like? Very simple. I have this thing.
I am really excited about it. Here's why I made it. Here's why I love running it.
Here's how it helps. Right? Here's how it works. Here's what it is.
Would love to have you. It's straightforward. It is just the truth.
And that doesn't have to be like, you know, five sentences. It's like, you can make that longer and
really make a case for it. Right.
But that's what you're talking about. There's no like, and it's going away. It's just like, no, here's
the thing.
I'm excited. Here's why I made it. I saw a gap.
I saw a need. I see these people having these problems. I know I have a solution for it.
Here's why I love running it. If you haven't run it yet, you can't say that. Right.
Here's how it helps. Here's how it solves a problem that, you know, I see here's how it works.
Boom.
If you have any questions, send me back. In my opinion, this tends to lean a bit more on the
emotional cell and largely the excitement around it. Right.
But we are of course going to bring in that rational cell by articulating how it solves the specific
problems that the audience has, right? Yes. You do always have to make a case for whatever it is
that you're selling. And it's not about convincing.
Right. It's about presenting the information. I will also say as a consumer, be aware when a case
is being made, which is always, and look to decipher, determine if that case is actually true.
Sometimes it is. And sometimes it's just more beneficial for the seller. And they're just very, very
convincing.
I see this, especially in the case as it relates, like what's trending, like marketers are very, very
good at making you believe that whatever it is that they're promoting is actually trending. Right.
Sometimes it is trending, right.
And sometimes it just feels that way because they're talking about it so much. So always just be
like, do I actually need this thing? And it's fine if you don't need to be just want it, that's also fine.
But like, just, you know, be honest with yourself here.
So when it comes to making a case, like I said, you always have to make a case for this thing,
whatever it is that you're selling, right. It is simply talking about the stuff that I said before, how it
helps, how it works, why you made it, why you love it. Right.
And then this is the part that I don't love. You got to do it 11 billion times. Right.
Admittedly, I don't love it. And also I'm not great at it, but I'm working on it, right. Which is the
promotion side.
I just want to teach, I just want to talk about stuff, but like I do have to remind like, Oh, I got to like
talk about this thing. I do. I, and yes, I am working on promoting these new messaging services.
And maybe you've, you've noticed and that's great. I want you to notice, right. I'm excited about
them.
I want to do more of them. This is what I do now. Uh, and yes, I don't know if you picked up from
before.
I help people with their messaging for their launches, messaging for their emails, messaging for
their sales pages, do it all so you can check out the website, you know, things are listed on there,
but if you're like, I don't really know what I need, shoot me an email. You can go to the website.
We'll link it in the, in the show notes.
Thank you, Courtney. Thank you, Jojo. Um, you can submit a custom inquiry.
I'll let you know, you know, tell me what your questions are and I'll, I'll shoot it straight. I'll let you
know if I can help you. Um, I'm not, I'm real talk.
I'm not opposed to discovery calls. I don't, I don't really like them. I don't, it's just like a time thing.
It's much easier with an email. Um, at least as a start is like, absolutely. I have people send me
their, especially with websites and things like that.
I have people send it to me. Um, I'm like, Hey, what are you, what are you thinking? What are you
looking for? And I'll look at the website beforehand and I'll be like, there's nothing that I can really
do here. Like it's in a good way.
Like you need more time. You need a different service. You need to like, you know, just double
down on SEO with Lex.
Like I'm ha I've done that three times. I was going to say already. Um, and I am, you know, I have
no issue doing that.
I will shoot it straight. You folks know that. So check out the services, shoot me an email, a
custom, a custom inquiries is the best way to do it.
And I'll get back to you. Right. But the big take home from today's episode is that you too can just
shoot it straight when it comes to messaging and marketing.
I know that, you know, folks think that they have to put on a marketer hat. And, but I assure you
it's not the case. At least not in the way that you're thinking about it, that you're probably thinking
about it.
Right. There's a good chance you think marketing, messaging, you're thinking like marketer hat
means I got to speak a new language and like, I got to use certain words and I got to be punchy.
No, in reality, marketer hat means you got to speak clearly.
You got to speak honestly. You got to speak about things that the customer cares about. That's
the biggest one that's missed.
To be completely honest, that's the one. I'm like, nobody cares about this thing that you're talking
about. You haven't made a case for it in a good way.
You haven't actually thought about your audience. You haven't thought about what they care
about, what really matters to them. That's the piece that's missing.
And then lastly, like I said earlier, you got to speak repeatedly about the thing that you're selling
over and over and over and over, and then do it again over and over and over. Right. So to wrap
it up here, I haven't said it in a while, but I wake up every morning thinking it, and that is fuck
Trump and fuck this whole administration.
And the reason I say this besides it being the complete and total truth, is that, is that, uh, that
piece of shit and his friends are the epitome of greed and selfishness and extractive capitalism.
And just the epitome of the grossness of so much of the, of the marketing strategy and strategies
that are out there, right? Particularly the ones that you don't like anyway, and that you don't want
to do. Right.
And that you're like, Oh, I just feel kind of some kind of way. Don't fucking do it. Right.
Because they are rooted in that wackness. So, you know, when it comes to writing your emails,
making your posts, writing your captions, making your sales pages, looking to build something
that's worth saving, if you don't know what to say, when in doubt, truth it out, you do have to make
a case for this thing, whatever it is you're selling, but you absolutely do not need to make stuff up.
All right.
That is all for today. Shout out to the homie that inspired this. You know who you are.
Don't forget for the rest of you, if you want help with your messaging, you want help with your
copy, and you don't want to put on the weird fucking messaging marketer hat, I got you. Check
out my messaging services. Shoot me an email, shoot me a DM.
I'm happy to chat. I will give it to you straight. Yes.
Again, I have told people they don't need my help. I want this to be a hell yes for both of us. All
right.
Going to wrap it up there. As always, endlessly, endlessly. One more time.
I'm going to give it to you one more time. Endlessly appreciative for every single one of you. Until
we chat again, Maestro out.
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