Download Katie's Messaging Pivot Playbook.
Ready to evolve your business but worried about confusing your audience? Katie Lantukh from Murphy Marketing joins Sarah to tackle one of the most challenging aspects of business growth: pivoting your messaging when your services or focus changes.
"People are very flexible with how they log you in their system," Katie shares, offering reassurance to entrepreneurs feeling stuck in their previous positioning. Drawing from her own experience transitioning from serving mom course creators to IT and cybersecurity clients, Katie provides practical guidance for communicating shifts in your business focus without alienating your audience.
The conversation dives deep into testing strategies before fully committing to new messaging. Sarah reveals her method of gradually creating content on LinkedIn to gauge interest, while Katie recommends updating your headline and creating a consistent "super signature" for your posts. Both approaches allow you to explore new territories without the risk of a complete rebrand.
For entrepreneurs juggling multiple passions or service offerings, Katie suggests finding the overlapping qualities in your audience—the center of the Venn diagram—to create messaging that resonates across different segments. This might involve crafting an "offer staircase" that serves clients at various stages of their journey while maintaining a cohesive brand story.
Whether you're transitioning from done-for-you services to strategy, switching industries, or simply refining your focus, this episode provides actionable steps to evolve your messaging alongside your business. Katie's parting advice? "Start small. You don't have to delete everything if you want to experiment with something new." Download Katie's free Messaging Pivot Playbook through the link in our show notes and take your first step toward messaging that truly reflects where your business is heading.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to Tiny Marketing.
This is Sarah Noelle Block, andthis is a podcast that helps
B2B service businesses do morewith less.
Learn lean, actionable, organicmarketing strategies you can
implement today.
No fluff, just powerful growthtactics that work.
Ready to scale smarter?
Hit that subscribe button andstart growing your business with
(00:20):
tiny marketing growing yourbusiness with tiny marketing.
Speaker 2 (00:29):
Hello, hello.
I am Sarah Noelle Block and youare watching episode 131 of the
tiny marketing show.
Today, I have my friend, katiehere to talk to you about how to
pivot your messaging.
When what you were doing is notwhat you're doing anymore, so
think you transition to a newniche or maybe the service that
you were doing originally,you're over it and you want to
(00:52):
do something else, or you're anentrepreneur that's passionate
about a lot of things, so youneed to make your messaging work
, even though you're one personwith multi passions.
So Katie is here today to talkabout how to reinvigorate your
messaging, test it out and makeit work when you have.
(01:15):
You're no longer the girl orthe boy that you were before.
You're someone new and you needyour messaging to show that too
.
So please enjoy our firstepisode back after the Tiny
Marketing Club series and staytuned for Katie, because she's
freaking awesome.
Hello, can you introduceyourself to the audience?
Speaker 3 (01:39):
Sure, my name is Katie Lantuk, I live in the
Atlanta area and I'm the founderof Murphy Marketing.
We are a messaging studio wherewe help business leaders and
even marketers craft clear,compelling messaging that really
attracts the right peoplewithout causing fear and anxiety
(02:00):
.
Speaker 2 (02:02):
I like that little add-on that you have, so let's
just dig into that piece alittle bit.
Are you seeing a lot of fearand anxiety around messaging
with your clients?
Speaker 3 (02:14):
Yes, I think it started when I was working a lot
with mom brands and they wereonline course creators selling
to parents, and I noticed thatit was very easy to take the
message to an extreme and it waseffective.
Like everyone wanted to keeptheir baby safe and everyone
(02:36):
wanted to feed their baby, andit was very like life or death
and I, just as a mother myself,I was very like triggered and I,
yeah, like don't we all want totake care?
Like who wants the alternative?
And so that's when I startedreally thinking about, okay, why
(02:58):
are these so anxiety inducing?
Why are these messages likeliterally making my stomach hurt
?
And I found that it was really.
There were a lot of factors, butI think the most obvious that I
was able to pull out mostconsistently was the element of,
like, the long-term outcomes,and so when I work with clients
(03:24):
now, I try to focus on theshorter term wins and stakes.
So we're not at the end of lifeand death, because most things
we're selling are not actuallythe end of the world if they
don't buy from us.
Let's be real, yeah.
Speaker 2 (03:41):
Okay, that I almost fell off my walking path makes
sense.
Okay, when you said that, Ithought you meant that, like the
entrepreneurs that you'reworking with, were feeling
anxiety around their ownmessaging, but really what it is
is they're creating anxietywith their messaging, like okay
(04:03):
yes, let's chill, no one's dyingover this Right.
Speaker 3 (04:07):
But I think there's also that layer of the brand
themselves trying to market.
They're anxious, they needthese sales and so they also go
to the extreme of like well, wehave to hit them, and I think I
just want to find a differentway.
Like we none of us have to beanxious in this scenario.
We can treat our audience well,we can feel good about what
(04:31):
we're putting out there and wecan just solve problems like we
don't have to Like.
Like what's the word?
Like shake?
Speaker 2 (04:42):
up this, like I get exactly where you're going with
this, like we don't have to leanso much into the pain of the
problem within the mathajane,where, yeah, a lot of people
focus so much on what could gowrong if you don't solve this
problem, rather than what couldgo right.
Speaker 3 (05:04):
Right, right, right, and I think marketers are afraid
to.
It feels soft or it feels riskyto not go hard in the paint,
but I think buyers are.
I guess it depends on theaudience, but pretty much across
the board I think people arejust kind of worn out, like
(05:27):
everything feels so likeheightened, that I don't think
we all have to be so crazy.
Speaker 2 (05:33):
Yeah, that's valid, but, like, let's talking about
anxiety, the focus of today iswhen you're switching gears in
your business and you need tochange your messaging, and I
really want to lean into that.
So a lot of the people that I'mtalking to pretty regularly are
(05:56):
like okay, I was doing this,like I was a service provider,
but now I'm at a point where Ineed to be more scalable and I'm
switching to coaching, forexample.
So what can you do with yourmessaging when you have an
established personal slashbusiness brand and you want to
(06:18):
switch gears without blowing upeverything and starting over?
Speaker 3 (06:23):
Yes, without blowing up everything and starting over.
Yes, I think that people willbe surprised at how flexible
people are in kind ofreorganizing where you are in
their brain.
Like, for example, last year Ireally promoted myself to the IT
(06:44):
and cybersecurity space becauseI decided that that was my
ideal client and so I built afresh new website, I updated all
my LinkedIn stuff and that iswhat I pitched.
Every single networkingopportunity that I had.
And like the iteration beforethat was for mom course creators
(07:05):
Like that's a huge shift to anoutsider To me.
I'm like what in the world?
Like what are you doing?
But also like the new peoplethat that attracted it didn't
(07:30):
matter, like they didn't know meas that before, just like they
didn't know.
The iteration even before thatwas focused on social media,
able to have like iterations inmy business and it it just
serves to grow my audience andhelp me like experiment more
with who I actually want to workwith, who I really can make an
(07:52):
impact for, and then I'vealready changed it again.
Like we're, I've broadened backout and I'm trying to be more
general in, you know, complexindustries or b2B professional
services and people are veryflexible with how they log you
in their system.
Speaker 2 (08:10):
Yeah, so you're saying that the people that
you're attracting that are newto your world?
They didn't know you anyway, soit doesn't really matter if
your messaging changed?
What about the people that arealready in your world, your
existing network?
How can you adjust yourmessaging so it doesn't come
(08:30):
across like you're flip-floppingSure?
Speaker 3 (08:34):
I think For me, what didn't change was how I treat my
customers, what I do to servethem.
The products and services werelargely the same.
Maybe I changed a little bit ofhow I was talking about them,
but there were some very clearthings that remained consistent,
(08:55):
and so I didn't changeeverything.
But even if I did, you couldalways change your business name
, for example, like if usuallyin the ops space, because you
have to be incredibly organizedas a teacher, and the way that
(09:25):
they've done it is they'vereally just leaned into their
past experience.
Speaker 2 (09:30):
I was a teacher.
I had to deal with X, y and Z,and that's why I'm so good at
doing this for you.
Speaker 3 (09:36):
Exactly, as long as you can connect the dots for
people and you don't leave thatup to them to like assume, and
then I think you can.
You can weave whatever likefuture that you want for your
business.
Speaker 2 (09:52):
Yeah, yeah, so okay, let's.
Let's use a scenario for it.
We have a consultant who isproviding.
She's doing the execution andshe's booked out, can't handle
(10:13):
any more execution.
She doesn't even want to doexecution anymore, so now she's
going to just be a strategyperson and she has existing
clients that are already in theexecution space.
How do we adjust her messagingto be able to, when she's known
(10:33):
as the execution girl, to be thebrains behind the execution but
not the actual doer?
Speaker 3 (10:40):
Yeah.
Does she want to transition hercurrent execution clients to
strategy only?
Yes, okay, why not?
Yeah, in this hypotheticalscenario?
Yes, so I would do a few things,because you have two audiences
you have the audience of thepeople that you're currently
(11:01):
working with and you have theaudience of new people.
So for all of them, I woulddevelop a new message where
you're saying, like this is whoI help, this is how I help them,
and that's going to be a keynew piece of the message.
And then you know these are theoutcomes that you can expect
when working with me, whichthose will probably be the same.
(11:22):
You may add that they're goingto have more confidence by
learning to do it themselves, orlearn how to hire, or whatever.
There may be some add-ons tothose outcomes, but largely in
this scenario, the only thingthat's changing in the messaging
is how she's serving thesepeople, and possibly there may
be more or newer distinctionswithin who she's serving, like
(11:46):
maybe they already have a teamor maybe they have, you know
details, um, and I think thatwhether she's messaging to the
audience of new people where shecan take them through, like,
hey, this is who I do, who Iwork with, this is how.
I work with them, hello I do notthis context, yeah, and and and
(12:10):
.
Then the audience of the um, uh, existing people, you just
retrain them.
You say, hey, we'retransitioning, or hey, in order
to serve more people like you, Ihave to make this shift, and if
you do that, it could be in aone-on-one call if she doesn't
have, you know, a millionclients, um, or maybe it's an
(12:33):
email campaign, maybe it's allof the above, but I think as
long as you can be clear andcommunicative, people are going
to understand Like they, too,want to scale their business.
Speaker 2 (12:46):
Yeah.
So what we would do first ischange the how in the messaging.
This is how we get you frompoint A to point B, A to point B
and I really like I want to digin on the piece about who
(13:07):
you're serving could be shifteda little bit, because if you
were doing execution before,then you likely were working
with a company that didn't havea team, or they were relying on
a team of contractors, and theywere and you were their main
person.
So you might have to shift.
Where in the spectrum of aclient lifestyle life cycle
(13:31):
would they be?
They might be a couple stepsahead just needing your brain
instead of the doing Exactly,Exactly yeah, let's talk a
little bit about that how youneed to align your ideal
customer with your messaging.
So what would you do?
(13:54):
You have any scenarios whereyou helped a client go from you
know they were this, now they'rethis, and any shifts that they
had to make?
Speaker 3 (14:06):
Yes, that is a very common puzzle that we solve.
We had kind of a reallyinteresting anti-marketing
example where it was I mean kindof the scenario that you're
describing.
She was a bookkeeper that wasjust booked solid, like she
could not do anything other thanserve the massive amount of
(14:29):
clients that she had on her bookand she wanted to have a life
and take a vacation and reallykind of filter to filter her,
her lower paying clients, tomaybe a new service provider.
And so what?
We when I've heard that, findanother client, you know, yeah,
(14:51):
just transition them to someoneelse.
So, um, what we did was weliterally like wrote her
messaging as if it's for the newpeople that she wanted to serve
, like her ideal customer, notthe current customers, the ideal
customers and we sent an emailand a series of them and we were
basically like, hey forward,this is who we serve, this is
(15:15):
how we can be helpful, this isthe new pricing structure and
how that's going to work.
And it works.
They were like, okay, now Iknow where I belong and I know
what to do next, and they, youknow, she now can take a
vacation.
It's great.
Speaker 2 (15:30):
Yeah, so clarity, just being clear in your
communication this is what'shappening and you could even
monetize the crossing of therainbow bridge of these like
having a referral, like areferral relationship with
(15:53):
someone who could take thoseclients on, or even having a
team of people underneath youthat you would filter them and
you're only working with thehighest end of your clients,
exactly.
Speaker 3 (16:05):
These are some other options for it, yeah, or
transition them from one-one toa group experience like you
described.
Like there's lots of ways.
Speaker 2 (16:15):
Yeah, that is a really good example.
So if you have a low ticketoffer that maybe at the
beginning of your business wasyour high ticket offer, but you
know you evolve and grow andchange, right, you could
transition that to a groupimplementation day where people
are doing it together.
I like that idea.
(16:37):
Okay, I'm going through yourquestions so I make sure that I
hit on all of our points.
Oh, yes, let's talk about waysto use LinkedIn to test your new
messaging.
Yes, and I do this too, so Iwant to hear how you do it and
then I'll explain how I do it.
Speaker 3 (16:59):
Oh, okay, I like this .
Um, so I update my headlinebecause that is what is seen
most everywhere, like whetherthey're on your profile or
you're in the comments ofsomewhere.
That is a key place.
I also change out on most of myposts.
I'll write and recommend thisfor my clients, but write like a
(17:21):
boilerplate PS at the end.
That's like I'm Katie Lantuk.
Speaker 2 (17:25):
I do blah blah blah, the super signature.
Speaker 3 (17:28):
Yes, there we go, that's the word for it, so I'll
update that.
And then the other thing I'mthinking about is the content
that I'm actually writing, andso I want these topics and these
case studies and the clientresults and all of these pieces
to then filter up to my newmessaging so that when they see
(17:49):
my content, they see my commentsand my headline and my PS.
Like it all ties together withthe new messaging.
So that is how I do it.
Speaker 2 (17:58):
How do you do it, sarah?
I like it.
I'm a tester, so I use LinkedInfor beta testing.
Before I marry my new messagingand make it part of my profile,
I will do a series of postsaround that topic to see how it
resonates with people and usethat as the idea.
(18:19):
And then I'll go one stepdeeper and if these posts are
resonating, then maybe I'll do alive stream or a webinar or a
training, something that willcreate kind of a wait list of
people who'd be interested inthe offer surrounding that
messaging and I'm just like kindof like moving them through and
(18:40):
through.
And then if I start seeing likethis is resonating with people,
then I'll go all in on it.
Interesting.
Speaker 3 (18:49):
Okay, I like that.
Speaker 2 (18:51):
A little drip testing .
I'll call it yeah.
Speaker 3 (18:55):
I love it.
I you're the most organizedmarketing person.
Oh, thank you.
Like had the privilege offollowing because it it makes so
much sense Like it's such anart to be like taken on this
journey, like I know, I know howthis works, but it doesn't feel
(19:15):
like you're working me Like, itjust feels like you're guiding
me along and I want I want tolisten to the podcast.
I want to listen to the livewhat do you call it?
Masterclass, the?
I want to read the emails, likeI do all the things, cause I'm
like tell me what I need, sarahNoel Block.
Like this is amazing.
Speaker 2 (19:33):
Thank you, and I'm not working you.
I really am just giving you thethings you need.
Consensual Erroring thattrainee risk Called it
consensual sales.
You need to agree first beforeI'm going to try and sell.
Speaker 3 (19:50):
I am here for it.
Speaker 2 (19:51):
Yes, I still need to come up with a better name for
consensual salve.
Speaker 3 (19:57):
No, it's the best one I've ever heard.
Speaker 2 (20:03):
Yes, okay, so I love all of this, and there's one
other thing that I really wantto go into.
And there's one other thingthat I really want to go into,
(20:42):
and that's we didn't talk aboutthis in the pre-call or in this.
Speaker 3 (20:46):
so just work with people who are consultants and
also authors.
How do you make it work whenyou do several different things
but you're only one person, soyou have one personal brand?
Yes, sometimes it's.
The audience is the same, eventhough what you're selling them
is different.
Like I spoke to a woman thismorning who has a coaching
(21:07):
practice and a consultingpractice and you show up
differently.
She shows up differently inthose conversations, but her
ideal client in those scenariosare the same, so she's always
talking to the same group ofpeople even though her service
offering for them is different.
Um, if I were to think of likemy past self, or even my current
(21:29):
self, like I can do marketingmessaging for literally anyone.
Like I have pockets ofexperience in specific places,
but because what I do is so liketransferable, I could do it for
everyone.
But that's really confusing formy audience.
They're like well, I don't knowwho to introduce you to, and so
(21:50):
for that reason I've chosen away to narrow it down and for
the longest time I said my nichewas copywriting.
That I was like what I do isthe thing that I want to hang my
hat on, and then from thereI've like kind of experimented
with different audiences andstuff like that.
Speaker 2 (22:07):
Yeah, I'm that unique thing.
Yes.
Speaker 3 (22:11):
Yes, yes, and even within that, like a marketer,
for example, like you havedisciplines that you're good at
or not not skilled in, and youneed to refer those, and so I
think, as long as you explain,like, what you do and what your
clients can expect from you,that clarity is what helps them,
(22:32):
like either buy in or findsomeone else.
Speaker 2 (22:43):
Yeah, I like that.
I like thinking about it interms of that Venn diagram, what
lands in the middle.
That makes it a lot more doableto be able to.
And actually, as you weretalking about that, it just made
me realize that I am that girl,that client you were talking
about, because I am alwaysworking with the same client,
but some of them are in aposition where they need done
with me, whereas others need theexecution.
(23:05):
I'm doing both and it's amatter of like showing them
which path makes sense for them.
Speaker 3 (23:12):
Right, right, right, and that's where, like sales
pages are so helpful.
Like you have your overallbrand, but then you may have
like many messages for each ofyour services, because those
different elements may bedifferent and so you need to
like explain that further.
May be different, and so youneed to like explain that
(23:32):
further, but in the context ofyour brand, they can self-select
or even be like, hey, I'mhaving a hard time deciding.
Speaker 2 (23:39):
Like, can you walk me through this?
Yeah, and well, that makes mewant to go down a whole other
path of talking about like offerstaircases based off of like
you have this person that youwork with, like you were talking
about cybersecurity, so youmight have somebody who is an
independent consultant, whohappens to be in cybersecurity,
works with lots of differentcompanies.
(24:00):
That's a whole other thing thana cybersecurity firm.
So having an offer staircasethat serves each of these
clients where they're at, allowsyou to bring someone in at, you
know, stair one, but maybe twoyears from now they work at a
firm and they'll bring you inand you have that stair three
(24:24):
offer.
That would make sense, right?
So that makes it a lot easiertoo.
And, as Mariah Cause says,always market to that top tier
client because it trickles down,because everybody who's on
stair one wants to be on stairfive eventually.
Speaker 3 (24:41):
That's right, that's right, that's right, so true.
Speaker 2 (24:45):
Excellent.
Is there anything else that youwant the audience to know
before we wrap up?
So true, excellent.
Is there anything else that youwant the audience to know
before we wrap up.
Speaker 3 (24:53):
Um, I think my best advice is just like start small.
You don't have to deleteeverything if you want to change
something or experiment withsomething new.
I would just decide a smallplace where you can start Maybe
that is the LinkedIn header orthe call to action or whatever
(25:17):
and like see what resonates.
Like do the testing that youdescribed and see what works and
what resonates.
Speaker 2 (25:23):
Yeah, just little changes.
It's like doing tiny littlebeta tests, yes, and see what
works.
Yes, I like that advice.
It's like doing tiny littlebeta tests, yes, and see what
works.
Yes, I like that advice.
That's right Awesome.
Where can people find youonline and how can they work
with you?
Speaker 3 (25:40):
Yes, so I am on LinkedIn.
They'll be able to see thespelling of my crazy last name
in the description.
The link will all be in theshow notes.
That's right, perfect.
And then my website ismurphymarketing, and I also made
a messaging pivot playbook foryou guys Awesome.
(26:02):
I'll put the link there too.
Speaker 2 (26:07):
Sweet.
I didn't even know that.
That's a surprise for me also.
Speaker 3 (26:11):
Surprise.
Speaker 2 (26:11):
Thank you.
All right, all of your linkswill be in the show notes.
And take advantage, followKatie Definitely.
Download that playbook andenjoy your fun.
Pivot yeah.
Speaker 1 (26:28):
You love all things tiny marketing.
Head down to the show notespage and sign up for the wait
list to join the tiny marketingclub, where you get to work
one-on-one with me withtrainings, feedback and pop-up
coaching that will help youscale your marketing as a B2B
(26:49):
service business.
So I'll see you over in theclub.
Welcome to Tiny Marketing.
This is Sarah Noelle Block, andthis is a podcast that helps
B2B service businesses do morewith less.
Learn lean, actionable, organicmarketing strategies you can
implement today.
No fluff, just powerful growthtactics that work.
Ready to scale smarter?
Hit that subscribe button andstart growing your business with
(00:20):
tiny marketing growing yourbusiness with tiny marketing.
Speaker 2 (00:29):
Hello, hello.
I am Sarah Noelle Block and youare watching episode 131 of the
tiny marketing show.
Today, I have my friend, katiehere to talk to you about how to
pivot your messaging.
When what you were doing is notwhat you're doing anymore, so
think you transition to a newniche or maybe the service that
you were doing originally,you're over it and you want to
(00:52):
do something else, or you're anentrepreneur that's passionate
about a lot of things, so youneed to make your messaging work
, even though you're one personwith multi passions.
So Katie is here today to talkabout how to reinvigorate your
messaging, test it out and makeit work when you have.
(01:15):
You're no longer the girl orthe boy that you were before.
You're someone new and you needyour messaging to show that too
.
So please enjoy our firstepisode back after the Tiny
Marketing Club series and staytuned for Katie, because she's
freaking awesome.
Hello, can you introduceyourself to the audience?
Speaker 3 (01:39):
Sure, my name is Katie Lantuk, I live in the
Atlanta area and I'm the founderof Murphy Marketing.
We are a messaging studio wherewe help business leaders and
even marketers craft clear,compelling messaging that really
attracts the right peoplewithout causing fear and anxiety
(02:00):
.
Speaker 2 (02:02):
I like that little add-on that you have, so let's
just dig into that piece alittle bit.
Are you seeing a lot of fearand anxiety around messaging
with your clients?
Speaker 3 (02:14):
Yes, I think it started when I was working a lot
with mom brands and they wereonline course creators selling
to parents, and I noticed thatit was very easy to take the
message to an extreme and it waseffective.
Like everyone wanted to keeptheir baby safe and everyone
(02:36):
wanted to feed their baby, andit was very like life or death
and I, just as a mother myself,I was very like triggered and I,
yeah, like don't we all want totake care?
Like who wants the alternative?
And so that's when I startedreally thinking about, okay, why
(02:58):
are these so anxiety inducing?
Why are these messages likeliterally making my stomach hurt
?
And I found that it was really.
There were a lot of factors, butI think the most obvious that I
was able to pull out mostconsistently was the element of,
like, the long-term outcomes,and so when I work with clients
(03:24):
now, I try to focus on theshorter term wins and stakes.
So we're not at the end of lifeand death, because most things
we're selling are not actuallythe end of the world if they
don't buy from us.
Let's be real, yeah.
Speaker 2 (03:41):
Okay, that I almost fell off my walking path makes
sense.
Okay, when you said that, Ithought you meant that, like the
entrepreneurs that you'reworking with, were feeling
anxiety around their ownmessaging, but really what it is
is they're creating anxietywith their messaging, like okay
(04:03):
yes, let's chill, no one's dyingover this Right.
Speaker 3 (04:07):
But I think there's also that layer of the brand
themselves trying to market.
They're anxious, they needthese sales and so they also go
to the extreme of like well, wehave to hit them, and I think I
just want to find a differentway.
Like we none of us have to beanxious in this scenario.
We can treat our audience well,we can feel good about what
(04:31):
we're putting out there and wecan just solve problems like we
don't have to Like.
Like what's the word?
Like shake?
Speaker 2 (04:42):
up this, like I get exactly where you're going with
this, like we don't have to leanso much into the pain of the
problem within the mathajane,where, yeah, a lot of people
focus so much on what could gowrong if you don't solve this
problem, rather than what couldgo right.
Speaker 3 (05:04):
Right, right, right, and I think marketers are afraid
to.
It feels soft or it feels riskyto not go hard in the paint,
but I think buyers are.
I guess it depends on theaudience, but pretty much across
the board I think people arejust kind of worn out, like
(05:27):
everything feels so likeheightened, that I don't think
we all have to be so crazy.
Speaker 2 (05:33):
Yeah, that's valid, but, like, let's talking about
anxiety, the focus of today iswhen you're switching gears in
your business and you need tochange your messaging, and I
really want to lean into that.
So a lot of the people that I'mtalking to pretty regularly are
(05:56):
like okay, I was doing this,like I was a service provider,
but now I'm at a point where Ineed to be more scalable and I'm
switching to coaching, forexample.
So what can you do with yourmessaging when you have an
established personal slashbusiness brand and you want to
(06:18):
switch gears without blowing upeverything and starting over?
Speaker 3 (06:23):
Yes, without blowing up everything and starting over.
Yes, I think that people willbe surprised at how flexible
people are in kind ofreorganizing where you are in
their brain.
Like, for example, last year Ireally promoted myself to the IT
(06:44):
and cybersecurity space becauseI decided that that was my
ideal client and so I built afresh new website, I updated all
my LinkedIn stuff and that iswhat I pitched.
Every single networkingopportunity that I had.
And like the iteration beforethat was for mom course creators
(07:05):
Like that's a huge shift to anoutsider To me.
I'm like what in the world?
Like what are you doing?
But also like the new peoplethat that attracted it didn't
(07:30):
matter, like they didn't know meas that before, just like they
didn't know.
The iteration even before thatwas focused on social media,
able to have like iterations inmy business and it it just
serves to grow my audience andhelp me like experiment more
with who I actually want to workwith, who I really can make an
(07:52):
impact for, and then I'vealready changed it again.
Like we're, I've broadened backout and I'm trying to be more
general in, you know, complexindustries or b2B professional
services and people are veryflexible with how they log you
in their system.
Speaker 2 (08:10):
Yeah, so you're saying that the people that
you're attracting that are newto your world?
They didn't know you anyway, soit doesn't really matter if
your messaging changed?
What about the people that arealready in your world, your
existing network?
How can you adjust yourmessaging so it doesn't come
(08:30):
across like you're flip-floppingSure?
Speaker 3 (08:34):
I think For me, what didn't change was how I treat my
customers, what I do to servethem.
The products and services werelargely the same.
Maybe I changed a little bit ofhow I was talking about them,
but there were some very clearthings that remained consistent,
(08:55):
and so I didn't changeeverything.
But even if I did, you couldalways change your business name
, for example, like if usuallyin the ops space, because you
have to be incredibly organizedas a teacher, and the way that
(09:25):
they've done it is they'vereally just leaned into their
past experience.
Speaker 2 (09:30):
I was a teacher.
I had to deal with X, y and Z,and that's why I'm so good at
doing this for you.
Speaker 3 (09:36):
Exactly, as long as you can connect the dots for
people and you don't leave thatup to them to like assume, and
then I think you can.
You can weave whatever likefuture that you want for your
business.
Speaker 2 (09:52):
Yeah, yeah, so okay, let's.
Let's use a scenario for it.
We have a consultant who isproviding.
She's doing the execution andshe's booked out, can't handle
(10:13):
any more execution.
She doesn't even want to doexecution anymore, so now she's
going to just be a strategyperson and she has existing
clients that are already in theexecution space.
How do we adjust her messagingto be able to, when she's known
(10:33):
as the execution girl, to be thebrains behind the execution but
not the actual doer?
Speaker 3 (10:40):
Yeah.
Does she want to transition hercurrent execution clients to
strategy only?
Yes, okay, why not?
Yeah, in this hypotheticalscenario?
Yes, so I would do a few things,because you have two audiences
you have the audience of thepeople that you're currently
(11:01):
working with and you have theaudience of new people.
So for all of them, I woulddevelop a new message where
you're saying, like this is whoI help, this is how I help them,
and that's going to be a keynew piece of the message.
And then you know these are theoutcomes that you can expect
when working with me, whichthose will probably be the same.
(11:22):
You may add that they're goingto have more confidence by
learning to do it themselves, orlearn how to hire, or whatever.
There may be some add-ons tothose outcomes, but largely in
this scenario, the only thingthat's changing in the messaging
is how she's serving thesepeople, and possibly there may
be more or newer distinctionswithin who she's serving, like
(11:46):
maybe they already have a teamor maybe they have, you know
details, um, and I think thatwhether she's messaging to the
audience of new people where shecan take them through, like,
hey, this is who I do, who Iwork with, this is how.
I work with them, hello I do notthis context, yeah, and and and
(12:10):
.
Then the audience of the um, uh, existing people, you just
retrain them.
You say, hey, we'retransitioning, or hey, in order
to serve more people like you, Ihave to make this shift, and if
you do that, it could be in aone-on-one call if she doesn't
have, you know, a millionclients, um, or maybe it's an
(12:33):
email campaign, maybe it's allof the above, but I think as
long as you can be clear andcommunicative, people are going
to understand Like they, too,want to scale their business.
Speaker 2 (12:46):
Yeah.
So what we would do first ischange the how in the messaging.
This is how we get you frompoint A to point B, A to point B
and I really like I want to digin on the piece about who
(13:07):
you're serving could be shifteda little bit, because if you
were doing execution before,then you likely were working
with a company that didn't havea team, or they were relying on
a team of contractors, and theywere and you were their main
person.
So you might have to shift.
Where in the spectrum of aclient lifestyle life cycle
(13:31):
would they be?
They might be a couple stepsahead just needing your brain
instead of the doing Exactly,Exactly yeah, let's talk a
little bit about that how youneed to align your ideal
customer with your messaging.
So what would you do?
(13:54):
You have any scenarios whereyou helped a client go from you
know they were this, now they'rethis, and any shifts that they
had to make?
Speaker 3 (14:06):
Yes, that is a very common puzzle that we solve.
We had kind of a reallyinteresting anti-marketing
example where it was I mean kindof the scenario that you're
describing.
She was a bookkeeper that wasjust booked solid, like she
could not do anything other thanserve the massive amount of
(14:29):
clients that she had on her bookand she wanted to have a life
and take a vacation and reallykind of filter to filter her,
her lower paying clients, tomaybe a new service provider.
And so what?
We when I've heard that, findanother client, you know, yeah,
(14:51):
just transition them to someoneelse.
So, um, what we did was weliterally like wrote her
messaging as if it's for the newpeople that she wanted to serve
, like her ideal customer, notthe current customers, the ideal
customers and we sent an emailand a series of them and we were
basically like, hey forward,this is who we serve, this is
(15:15):
how we can be helpful, this isthe new pricing structure and
how that's going to work.
And it works.
They were like, okay, now Iknow where I belong and I know
what to do next, and they, youknow, she now can take a
vacation.
It's great.
Speaker 2 (15:30):
Yeah, so clarity, just being clear in your
communication this is what'shappening and you could even
monetize the crossing of therainbow bridge of these like
having a referral, like areferral relationship with
(15:53):
someone who could take thoseclients on, or even having a
team of people underneath youthat you would filter them and
you're only working with thehighest end of your clients,
exactly.
Speaker 3 (16:05):
These are some other options for it, yeah, or
transition them from one-one toa group experience like you
described.
Like there's lots of ways.
Speaker 2 (16:15):
Yeah, that is a really good example.
So if you have a low ticketoffer that maybe at the
beginning of your business wasyour high ticket offer, but you
know you evolve and grow andchange, right, you could
transition that to a groupimplementation day where people
are doing it together.
I like that idea.
(16:37):
Okay, I'm going through yourquestions so I make sure that I
hit on all of our points.
Oh, yes, let's talk about waysto use LinkedIn to test your new
messaging.
Yes, and I do this too, so Iwant to hear how you do it and
then I'll explain how I do it.
Speaker 3 (16:59):
Oh, okay, I like this .
Um, so I update my headlinebecause that is what is seen
most everywhere, like whetherthey're on your profile or
you're in the comments ofsomewhere.
That is a key place.
I also change out on most of myposts.
I'll write and recommend thisfor my clients, but write like a
(17:21):
boilerplate PS at the end.
That's like I'm Katie Lantuk.
Speaker 2 (17:25):
I do blah blah blah, the super signature.
Speaker 3 (17:28):
Yes, there we go, that's the word for it, so I'll
update that.
And then the other thing I'mthinking about is the content
that I'm actually writing, andso I want these topics and these
case studies and the clientresults and all of these pieces
to then filter up to my newmessaging so that when they see
(17:49):
my content, they see my commentsand my headline and my PS.
Like it all ties together withthe new messaging.
So that is how I do it.
Speaker 2 (17:58):
How do you do it, sarah?
I like it.
I'm a tester, so I use LinkedInfor beta testing.
Before I marry my new messagingand make it part of my profile,
I will do a series of postsaround that topic to see how it
resonates with people and usethat as the idea.
(18:19):
And then I'll go one stepdeeper and if these posts are
resonating, then maybe I'll do alive stream or a webinar or a
training, something that willcreate kind of a wait list of
people who'd be interested inthe offer surrounding that
messaging and I'm just like kindof like moving them through and
(18:40):
through.
And then if I start seeing likethis is resonating with people,
then I'll go all in on it.
Interesting.
Speaker 3 (18:49):
Okay, I like that.
Speaker 2 (18:51):
A little drip testing .
I'll call it yeah.
Speaker 3 (18:55):
I love it.
I you're the most organizedmarketing person.
Oh, thank you.
Like had the privilege offollowing because it it makes so
much sense Like it's such anart to be like taken on this
journey, like I know, I know howthis works, but it doesn't feel
(19:15):
like you're working me Like, itjust feels like you're guiding
me along and I want I want tolisten to the podcast.
I want to listen to the livewhat do you call it?
Masterclass, the?
I want to read the emails, likeI do all the things, cause I'm
like tell me what I need, sarahNoel Block.
Like this is amazing.
Speaker 2 (19:33):
Thank you, and I'm not working you.
I really am just giving you thethings you need.
Consensual Erroring thattrainee risk Called it
consensual sales.
You need to agree first beforeI'm going to try and sell.
Speaker 3 (19:50):
I am here for it.
Speaker 2 (19:51):
Yes, I still need to come up with a better name for
consensual salve.
Speaker 3 (19:57):
No, it's the best one I've ever heard.
Speaker 2 (20:03):
Yes, okay, so I love all of this, and there's one
other thing that I really wantto go into.
And there's one other thingthat I really want to go into,
(20:42):
and that's we didn't talk aboutthis in the pre-call or in this.
Speaker 3 (20:46):
so just work with people who are consultants and
also authors.
How do you make it work whenyou do several different things
but you're only one person, soyou have one personal brand?
Yes, sometimes it's.
The audience is the same, eventhough what you're selling them
is different.
Like I spoke to a woman thismorning who has a coaching
(21:07):
practice and a consultingpractice and you show up
differently.
She shows up differently inthose conversations, but her
ideal client in those scenariosare the same, so she's always
talking to the same group ofpeople even though her service
offering for them is different.
Um, if I were to think of likemy past self, or even my current
(21:29):
self, like I can do marketingmessaging for literally anyone.
Like I have pockets ofexperience in specific places,
but because what I do is so liketransferable, I could do it for
everyone.
But that's really confusing formy audience.
They're like well, I don't knowwho to introduce you to, and so
(21:50):
for that reason I've chosen away to narrow it down and for
the longest time I said my nichewas copywriting.
That I was like what I do isthe thing that I want to hang my
hat on, and then from thereI've like kind of experimented
with different audiences andstuff like that.
Speaker 2 (22:07):
Yeah, I'm that unique thing.
Yes.
Speaker 3 (22:11):
Yes, yes, and even within that, like a marketer,
for example, like you havedisciplines that you're good at
or not not skilled in, and youneed to refer those, and so I
think, as long as you explain,like, what you do and what your
clients can expect from you,that clarity is what helps them,
(22:32):
like either buy in or findsomeone else.
Speaker 2 (22:43):
Yeah, I like that.
I like thinking about it interms of that Venn diagram, what
lands in the middle.
That makes it a lot more doableto be able to.
And actually, as you weretalking about that, it just made
me realize that I am that girl,that client you were talking
about, because I am alwaysworking with the same client,
but some of them are in aposition where they need done
with me, whereas others need theexecution.
(23:05):
I'm doing both and it's amatter of like showing them
which path makes sense for them.
Speaker 3 (23:12):
Right, right, right, and that's where, like sales
pages are so helpful.
Like you have your overallbrand, but then you may have
like many messages for each ofyour services, because those
different elements may bedifferent and so you need to
like explain that further.
May be different, and so youneed to like explain that
(23:32):
further, but in the context ofyour brand, they can self-select
or even be like, hey, I'mhaving a hard time deciding.
Speaker 2 (23:39):
Like, can you walk me through this?
Yeah, and well, that makes mewant to go down a whole other
path of talking about like offerstaircases based off of like
you have this person that youwork with, like you were talking
about cybersecurity, so youmight have somebody who is an
independent consultant, whohappens to be in cybersecurity,
works with lots of differentcompanies.
(24:00):
That's a whole other thing thana cybersecurity firm.
So having an offer staircasethat serves each of these
clients where they're at, allowsyou to bring someone in at, you
know, stair one, but maybe twoyears from now they work at a
firm and they'll bring you inand you have that stair three
(24:24):
offer.
That would make sense, right?
So that makes it a lot easiertoo.
And, as Mariah Cause says,always market to that top tier
client because it trickles down,because everybody who's on
stair one wants to be on stairfive eventually.
Speaker 3 (24:41):
That's right, that's right, that's right, so true.
Speaker 2 (24:45):
Excellent.
Is there anything else that youwant the audience to know
before we wrap up?
So true, excellent.
Is there anything else that youwant the audience to know
before we wrap up.
Speaker 3 (24:53):
Um, I think my best advice is just like start small.
You don't have to deleteeverything if you want to change
something or experiment withsomething new.
I would just decide a smallplace where you can start Maybe
that is the LinkedIn header orthe call to action or whatever
(25:17):
and like see what resonates.
Like do the testing that youdescribed and see what works and
what resonates.
Speaker 2 (25:23):
Yeah, just little changes.
It's like doing tiny littlebeta tests, yes, and see what
works.
Yes, I like that advice.
It's like doing tiny littlebeta tests, yes, and see what
works.
Yes, I like that advice.
That's right Awesome.
Where can people find youonline and how can they work
with you?
Speaker 3 (25:40):
Yes, so I am on LinkedIn.
They'll be able to see thespelling of my crazy last name
in the description.
The link will all be in theshow notes.
That's right, perfect.
And then my website ismurphymarketing, and I also made
a messaging pivot playbook foryou guys Awesome.
(26:02):
I'll put the link there too.
Speaker 2 (26:07):
Sweet.
I didn't even know that.
That's a surprise for me also.
Speaker 3 (26:11):
Surprise.
Speaker 2 (26:11):
Thank you.
All right, all of your linkswill be in the show notes.
And take advantage, followKatie Definitely.
Download that playbook andenjoy your fun.
Pivot yeah.
Speaker 1 (26:28):
You love all things tiny marketing.
Head down to the show notespage and sign up for the wait
list to join the tiny marketingclub, where you get to work
one-on-one with me withtrainings, feedback and pop-up
coaching that will help youscale your marketing as a B2B
(26:49):
service business.
So I'll see you over in theclub.
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