December 6, 2024 • 48 mins
You know how coaches and course creators have spent thousands of dollars on marketing activities and programs and have very little to show for it. They’re saying Marketing doesn’t work!
What I do is focus on the development on a clear and powerful marketing message so when they get out there to do whatever marketing activity, it will naturally draw the right people to them.
Become a supporter of this podcast: https://www.spreaker.com/podcast/inspiring-stories--2917948/support.
What I do is focus on the development on a clear and powerful marketing message so when they get out there to do whatever marketing activity, it will naturally draw the right people to them.
Become a supporter of this podcast: https://www.spreaker.com/podcast/inspiring-stories--2917948/support.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:04):
Thank you for listening to the picture of the radiant.
Speaker 2 (00:26):
Rat. You readything to me? Oh well, well say, oh
(00:52):
well not a bad sp I just see you so spashon.
Speaker 3 (01:18):
So is it.
Speaker 1 (01:35):
Okay everybody? Our next guest is a marketing guru. And
you know how coaches and courses, course creators spend thousands
of dollars on marketing activities and programs and have very
little to show for it. Well, our next guest as
(01:57):
a marketing powerhouse. She knows how to fix that. In
a lot of cases, people say that marketing doesn't work, well,
it does actually work if you focus on the right things.
And this is what Nikki Palace does is she helps
(02:18):
you figure out how to focus on the right things
and the right activities so that you plug into the
right groups of people. And this is her statement. What
I do is focus on development and clear powerful marketing message.
(02:38):
So when coaches get out there and do whatever it
is that they do for marketing activities, they naturally draw
the right people to them. So, in a nutshell, NICKI
(03:01):
helped you, helped you focus your message so that you
do the right activities and have the right people in
your business. So why don't we welcome her to the show.
(03:27):
Something Nicky, welcome to the shows. It's great to actually
(03:49):
get you on the show.
Speaker 3 (03:50):
Now.
Speaker 1 (03:51):
I remember when we did Diane's twenty Day Challenge and
we had a blast. So that and because I discovered
that you like fast cars, yes, and himmis hey for
(04:12):
anybody listening, if your car grew, you know what a
hemmy is. And Nikki has at least two Kimmies.
Speaker 3 (04:21):
Yes, So we love our fast cars.
Speaker 1 (04:26):
And we're lucky to catch catch Nikki. She's on the
road right now. You said you're traveling and we briefly
interrupted your vacation.
Speaker 3 (04:36):
Right, Well, actually, my husband and I love to travel,
and so rather than just taking vacations, what we've done
is our travel time is longer and I insert work days,
so I work and travel at the same time. So
I get to see all these different places on my
(04:57):
days off. So instead of just having a weekend off,
I am exploring all these different sites, and I'm exploring
all the different tastes that are available in these incredible places.
So we're actually on the road for three months, and
I do have specific designated days where I'm making sure
my clients needs are met and everything like that and
meeting with people like you. Michael, Yeah, brillant.
Speaker 1 (05:22):
I like that idea. I'm going to talk my wife
into that one.
Speaker 3 (05:27):
Well, as long as you get a good Internet connection,
you can be working anywhere. And I made sure we
had that.
Speaker 1 (05:36):
Very true. So you have a special way of marketing people,
and I really think it's important for people to understand
that their messaging is key to their marketing and that's
what you do, right.
Speaker 3 (05:55):
Yes, And you know what, Michael, I'm going to share
with you what many people come to me and they say,
you know, when we're talking about the challenges of marketing,
most people the challenges they're marketing is they're asking the questions, one,
why is my marketing not working? Would you agree with
(06:17):
me on that? Why is my marketing not working? Second
thing they're asking is which marketing activity is the best
one for me? Right, So that's kind of the second
question that they're asking. And then the third question they're
asking is how do I get the best return on
(06:37):
investment with my marketing in terms of time and money.
So these are the most challenging problems that people have
when it comes to marketing, and they're asking me, So,
why is the marketing not working. The reason marketing isn't
working is because number one is they're easy using the
(07:00):
wrong strategy with their marketing right, Because there's a lot
of different ways you can do in marketing. The question
is are they choosing the right ones for them? So
it is not a one size fits all. Are they
choosing the right ones for them? But most of the time,
the reason marketing is not working is because their messaging
(07:22):
is off. What they're saying is not landing with people.
People don't get right there. It's really important that when
you have that message, then it doesn't matter what marketing
activity you choose, you will get the desired results. But
(07:42):
if your messaging is off and people don't understand what
you can do for them, that's when they can spend
thousands of dollars on marketing strategies and activities that isn't
going to get them the results that they were really hoping.
Speaker 1 (07:56):
For, right right right. And see, that's an important thing
for everyone to learn. And uh in the intro we
said we said that when you're marketing lands, it lands
with the right people.
Speaker 3 (08:15):
Exactly. Now, here's the thing is, when it comes to
marketing to the right people, the first step to being
able to land with the right people is to define
who the right people are. Yes, right, and that's your
target audience. And this is where a lot of people
(08:37):
either they define their target audience way too broad or
they want to market to everyone.
Speaker 1 (08:46):
Well, the saying there is you market to everyone, you
market to no one.
Speaker 3 (08:49):
Right exactly? And you know what I get to share
with you, Michael. The reason because a lot of people
don't understand that phrase. You know, they hear, oh yeah,
if I market to everyone on marketing to no one,
they don't understand that phrase. So I want to give
you an example of why that is the case. Okay, okay,
And so I'm going to take an example. A massage therapist. Okay,
(09:13):
a massage therapist provides my massage therapy services. Pretty obvious, right, yeah,
pretty obvious. Okay. This particular massage therapist decides she wants
to target stay at home mom and in her message,
she might say something along the lines, come get away
(09:33):
from the kids for a couple of hours, relow distressed
so you can go back to being the best mom possible. Now, Michael,
if you are around kids, rumbunctious kids all day, would
that appeal to you pretty well.
Speaker 1 (09:52):
I think I would want to refine a little more,
hit a few more emotional buttons, but it's pretty good.
Speaker 3 (10:00):
Absolutely. Now here's the thing. Does that message connect with
seniors or the elderly? No, No, absolutely not. So somebody
who's senior and more elderly, you might have a message
something along the lines, come let me let me help
(10:21):
loosen up your joints, work on those pain areas so
you have mobility to walk, to enjoy life pain free
and spend more time with your grandkids. Guess what, Michael,
it's the exact same service. Yeah, but the message was
(10:42):
completely different based on the target audience. And that's why
when you market to everyone, you're actually speaking to no one.
Speaker 1 (10:55):
Right does it that that's that's it in a nutshell, right,
because people have to identify with with with what it
is that you're trying to tell them that identify.
Speaker 3 (11:13):
Exactly and here here it makes a huge difference. Because
I once had this clients that was going to the
same networking event every month. In fact, it was in Vancouver, right,
she was going to the same networking every month, and
every month she would get up and she would do
her sixty second intro and she would sit down right,
and she said to me, Nikki, networking doesn't work. And
(11:39):
I'm going, okay, let's sit down and let's really define
your target audience and let's focus on creating a message
specifically for that demographics. And the next time she went
to that event, she got up, she did her sixty
second intro and she sat down and she called me
that night and she said, NICKI, this is the first
(12:01):
time they asked me for my business card. That's what happens.
When you have a powerful message, then your marketing now
will draw the right people to you.
Speaker 1 (12:17):
Yeah.
Speaker 3 (12:19):
Right, So that message, when it's designed for that specific demographics,
they will know and they will come.
Speaker 1 (12:29):
Yeah, exactly. Build the right message and they will come absolutely.
Speaker 3 (12:38):
Absolutely. So when it comes to the message, you know
a lot of people think, oh, we'll just put together
the message, right. And I want to share something with you.
So Michael, if I show up on your doorstep, you
go knock, knock, knock, and you're going to open the door.
(12:59):
And I'm going to show up. In one hand, I
have a box of crackers and in the other hand,
I have a brick of cheese. What's going through your mind?
Speaker 1 (13:10):
Snack time?
Speaker 3 (13:12):
Snack time.
Speaker 1 (13:13):
Okay, okay, sorry, he's one of my favorite snacks.
Speaker 3 (13:19):
There you go. Some people will say, where's the wine? Right?
So if I were to take that exact same box
of crackers and the exact same brick of cheese, and
I put it into a basket and wrap cellophane around
it and put a giant bow on it. And now
when I show up at your doorstep, what's going through
(13:39):
your mind?
Speaker 1 (13:42):
Oh? Yeah, because now you've put do you put more
time and effort into it? I'm not just simply hungry.
I'm going to welcome you into the house.
Speaker 3 (13:55):
Oh what, You wouldn't welcome me on the first one?
Speaker 1 (13:59):
Not necessarily? No, Well, on this one, I would actually
welcome you into the house because because you've you've hit
a You've not only hit the snack time thing, but
you've also dressed it in a way that I love
baskets and things like that. It's like you've you've hit
three things that absolutely appeal to me. So yeah, I'll
(14:22):
probably welcome you into the house and we're gonna have
conversation and cheese and crackers and cheese and crackers.
Speaker 3 (14:30):
Yeah there you No, but if you think about the
two scenarios that I just presented to you. They're the
exact same box of crackers, and they're the exact same
brick of cheese. It's just how it's packaged up that
makes a huge difference and how it's presented. So a
lot of business owners, especially when they're in the services
(14:52):
industry and there's so many people offering similar services, it's
how do you package up your core skills and your
core products, and how do you present it and package
it in a way that is attractive for people to
want to reach out to you and say and invite
(15:13):
you in? Right, invite you?
Speaker 1 (15:15):
And that was the key with what was going to
make me open the door and invite and invite you inside?
Speaker 3 (15:25):
Right exactly. So it might be the same thing, but
it's making your product or service, positioning it and getting
that clarity on how do you make it attractive for
people to want to invite you in so you know,
(15:46):
this is what I call the product brand clarity. Right.
Product brand clarity is who do you serve? Right? How
do you position yourself as the expert? How do you
position the value that you bring so you can justify
what you charge for your services? How do you lead
them through the process of wanting to work with you.
(16:07):
And this is the one thing that a lot of
people miss out on and they wonder why their marketing
isn't working, and it's because they're missing that clarity on
how they can help their target audience with what they do. Right. So,
as an example, one of my clients she had, she
(16:30):
had two coaches, and she was registered in two marketing programs,
two high end year law and marketing programs. So she says,
after two years, I haven't gotten any clients, and that's
because she was missing a lot of the fundamental elements
that I was talking about today. She didn't have clarity
on her target audience. She thought she did, but she
(16:51):
you know, when we dug deeper into it, we realized
that she was missing out on a whole segment that
she hadn't even thought of, and she didn't have clarity
on how to present it in a way that makes
it attractive for that group to really want to reach
out to her.
Speaker 1 (17:09):
Right.
Speaker 3 (17:10):
So, these are like, these two steps are key fundamental
elements to getting more clients because as a business owner,
that's what we want, right Yeah. Yeah.
Speaker 1 (17:21):
So one of the things that that I also focus
on or talk about focusing all with people in their
messaging because we built their story out right on our end.
Is the one of the emotions and how do we
(17:46):
because every every demographic has a specific emotion that actually
triggers them to like the bye bye.
Speaker 3 (17:59):
Yeah.
Speaker 1 (18:00):
Uh, So how do you how do you start to
figure out what the what the emotions are were for
a certain demographics? So do we know how to get
the click? How do how do make the buy button
look appealing?
Speaker 3 (18:18):
To look appealing? That's actually a fabulous question, Michael. It's
about truly understanding your target audience. And in order to
truly understand your target audience is to talk to them,
is to ask them what's important to you? Right, and
you know, what are some of your struggles or your
(18:39):
challenges and they will answer your question. So what I
tell my clients is a lot of times if you know,
when people sign on, you know then and there why
they signed on with you to begin with, right, start
listening to what they're saying, Listen to the words that
(19:01):
they're using. Yeah, And that's how it's called market research.
I know people aren't crazy about that word market research,
but market research is extremely powerful to hitting that emotion
is by understanding them. Sometimes the slightest difference in the
(19:26):
demographics can make a huge difference, right, even like somebody
with a family versus somebody who's single, that makes a
huge difference because what the emotional element for a single
is different than someone of the same age that has
(19:50):
a family. So the emotional elephants are different, right.
Speaker 1 (19:56):
Right, right, that makes sense.
Speaker 3 (19:59):
So it's real the understanding who your target audience is.
Speaker 1 (20:03):
Yeah, yeah, So why don't we do this because it's
great stories and everything. Let's let's walk a little bit
through the process that you put people through to discover
what is what is actually best for them? Because hey,
we could have going back to our massage therapist, right
(20:25):
and you and you pointed out it's the same service
but two different people. So how do you how would
you discover if your best fit for the stay at
home mom versus the very active grandmother.
Speaker 3 (20:45):
Are you talking about? What which audience should you work with?
Is that what your question?
Speaker 1 (20:52):
Yeah? Which audience should you work with? Because it makes
makes a happier business for you because you don't want
to It's like, hey, you know what employees they go
through go through the drudgery of I got to go
to work again. But when you're the entrepreneur owner, is
(21:12):
should be the Hey, I'm going to work today exactly.
Speaker 3 (21:18):
You want to have that reason for getting up out
of bed and being excited about the day that's ahead
of you. So you want to be working with a
group that excites you. Okay, that excites you. And I
mean there's more than just going through you know, the
standard form that says, you know, list the demographics. You
(21:42):
know a male, the gender, the age, and you know
all of that stuff. All of that stuff is, yeah,
sort of important, But what's more important. It's understanding the
true psychology of why these individuals may need your service
and what is whole holding them back from getting a
(22:02):
solution to what they're really looking for. Right. And so
when it comes to your target audience, I'll tell you
one thing. There are a lot of fabulous marketing programs
out there. Okay, there are a lot of different ways
that you can market your business, and a lot of
the companies that do with the marketing stuff, they assume
(22:23):
you know who your target audience is and they'll say
fill in the blank and then you're going to do
this right. However, the target audience is not like throwing
spaghetti on the wall and seeing what sticks there. It's
multi dimensional, okay, And there are a lot of different
ways you can look at your target audience and to
(22:46):
identify which is the best one for you specifically. Right.
So there, I mean, the process that I take my
clients through is I asked them a series of questions.
But the thing is the questions that I ask them
are standard sales and marketing questions. But the secret sauce
(23:06):
is around There are three things really. The first is
around the order in which I ask the question, because
it's designed to take the brain through a specific process, okay,
to help identify who the ideal target audience is for
an individual. The second thing, it's around the facilitation. So
(23:32):
as I'm asking the questions, they're answering the question, I
am listening to what they are saying. I'm also hearing
what they may not be saying. So this is not
something that you can just fill out a form and
they're going to answer the question. Right. So there's that,
(23:55):
And then the third thing is really around the collaboration.
So this is having that brainstorming session and working together
to figure out, okay, what are the pros and cons
of this demographics or this target audience versus that one,
and then being able to identify which is the right
(24:18):
one for them, because as I mentioned earlier, it is
multi dimensional. And I wish I could give you a
formula that says, here, do A D and C and well,
at the end of that, you've got your target audience.
It's not that simple because it gets more complicated, right,
because some target audiences are better than others for an individual,
(24:39):
So it's not the same for each individual. Each individual
that I go through this process with, the answers are
unique to them.
Speaker 1 (24:48):
Yeah, do you have a story of maybe two different
similar product or service, but by the time you took
them to the through the whole process that they went
to two different demographics.
Speaker 3 (25:09):
It's interesting that you say that. First of all, I
work with a lot of coaches, and I work with
a lot of people in the health and wellness field,
so they can easily pick the same target audience. But
it's based on their experiences and what they've gone through
to identify the right target audience for them.
Speaker 1 (25:32):
Right.
Speaker 3 (25:33):
So I do work but like I said, I've worked
with a lot of coaches. I worked with a lot
of health and wellness people, but the symptoms that their
target audience experience experiencing can be different. Right, Yeah, does
(25:53):
that kind of makes sense?
Speaker 1 (25:55):
Yeah, that makes sense.
Speaker 3 (25:57):
Yeah. So, like I said, I do work with a
lot of people who offer the same service but to
different people, right, And that's what that's what makes them unique.
Speaker 1 (26:12):
Yeah, because a lot of the same services. Say, say somebody,
there's a lot of different categories of life coach. It's
like one could be a grief a grief coach, the
other one could be, uh an empowerment coach. Right, but
they're going to walk you through similar processes but for
(26:35):
different reasons, right exactly.
Speaker 3 (26:38):
So the tools that they may use to help with
the transformation might be the same as the other coach,
but it's their own life experience that will dictate which
is a better fit. So I'll give you an example
is somebody once came up to me and one of
my clients said, I want to work with people who
(27:02):
have gone through divorce. And I said, okay, that's certainly
a demographics you could work with. And for some reason,
my little spidey sense came up and said, you should
ask this question, have you ever been divorced, and she
said no, And I'm sitting here going, Okay, how are
(27:24):
you going to relate to these people if you've never
gone through it? Right? And she's like, oh, I said,
how are you going to meet other divorced people? And
it's like, oh, okay, all of these things come into play.
That's when you know, I take them through the process
(27:44):
to uncover there might be other demographics that might be
better for that individual, right.
Speaker 1 (27:52):
Yeah, because they have more in common with or relatable to, right.
Speaker 3 (27:59):
And one one of the things when it comes to
your message, it's also building credibility. So if you have
never been divorced or not, your credibility just drop right right.
Whereas if you've had kids before, you know, then you
might decide demographics could be parents with kids, right, because
(28:22):
you can relate to them if you yourself already have kids. Right.
So it's like I said, it's it's a discovery process
that makes a huge impact on everything you do when
it comes to marketing and attracting your clients. So from
how you package your product, like you know, we said earlier,
(28:44):
the coaches they have different tools. They have the same tools,
but they utilize the tools to different demographics, right, and
it's so, how do you package that those tools up
that may it attractive for your target audience to reach
out to you. Yeah?
Speaker 1 (29:06):
So, well, what I'm what I'm hearing that you're doing
is is you build a customized welcome that or welcome
shingle for each of your clients.
Speaker 3 (29:20):
I have tried. I have tried so hard to see
if we can package it up and and do it
in more of a group setting. But I have found
that I've been doing this for so many years that
it's not a one size fits all because everybody, you know,
(29:41):
the tools that I have helped draw out these experiences
from them, though we have we have a way of
identifying what might be what might work best for them. Yeah,
and ultimately it ends up being a perersonal decision.
Speaker 4 (30:04):
Yeah.
Speaker 3 (30:04):
Right. So I had one client that she had cancer,
and she had when she first came to me, she
decided she wanted to work with people who had cancer
because she had gone through the journey and it didn't
take her long to come to me. And she says,
we need to find a different target audience. And I said, okay,
(30:29):
why And she says, I'm not ready to open that
wound yet. Yes, right, so it is a very personal
decision as to which target audience to choose.
Speaker 1 (30:46):
Yeah, something may be a little too personal too.
Speaker 3 (30:53):
You know, but when you're ready, you know, if that's
the way you want to we can easily shift strategies.
Which is why I always say that this is a
personal It's a personal, customized process that I take people
through because it goes deep into the individual and once
(31:19):
they have that target audience, then they know how to
build the brand clarity, and then they know how to
put together their message to make it engaging for these people.
And then they know then they can confidently get out
there and market themselves in a way that will attract
(31:43):
people to them. Yeah.
Speaker 1 (31:46):
So why don't we talk about some of your best
results and some of the things that like people are like, wow,
I didn't realize that this it did, that your work
was going to do all that for me.
Speaker 3 (32:02):
Okay. So one of the key things that I do
in terms of the messaging, I think I have to
give you backtrack a little bit before I answer that question.
Mm hmm, is around the message. Would you agree with
me that the message has to make a connection with
your audience? Right? Yeah?
Speaker 1 (32:22):
Oh, yeah, absolutely, no connections. You're just talking to the wind.
Speaker 3 (32:27):
Right exactly. So the question is how do you make
that connection? Okay? So I'm going to give you an example.
Is we're going to bake the birthday cake, okay, and
I'm going to bake the cake itself. Okay, I'm going
to bake the cake itself, and the cake represents your
marketing message.
Speaker 1 (32:48):
Okay.
Speaker 3 (32:50):
Now, Michael, let me ask you this. Would you agree
with me that how I decorate the cake for a
toddler is very different than how I decorate the cake
for my mother's seventieth birthday. Absolutely, okay, it's the same
thing in marketing. Is your marketing message might be is
(33:14):
we know is the cake, but the words we choose
to market to represent that message is the icing. It
will be different with different people. So as an example,
you've heard the term elevator pitch, right, Yes, Okay, I
(33:37):
don't know about you. I'm I'm a small business and
I don't have an elevator in my office or anywhere
in my business and in my home, right.
Speaker 1 (33:53):
Not anymore, I don't, right, So the.
Speaker 3 (33:57):
Term elevator pitch people to associate it to be very
corporative comes from a corporate environment.
Speaker 1 (34:07):
Yes, So what.
Speaker 3 (34:09):
You'll hear me say is you'll seldom hear me use
the term elevator pitch. I will call it the sixty
second introduction because I work with the heart centered entrepreneurs. Okay,
I work with heart centered entrepreneurs, and they can relate
to that the sixty second introduction. But guess what, they're
(34:31):
exactly the same thing. Of course, they're exactly the same thing.
So it's about understanding which words are going to resonate
with your target audience. Now you ask me about a
client who where it made a difference. So the question
is it's really around understanding what is going to resonate
(34:54):
with the people. So one of my clients was a
marketing person does digital marketing. She does social media. Okay,
so she understands marketing. And she said to me, she said, Nikki,
I need to come up with the name for my program,
my new social media program. I said, okay. And so
(35:17):
what we did was we came up with five different
options that are available that she could bame her program.
So I said, now, what I want you to do
is take these five options and go out there and
create a poll and test them out. On people. And
(35:38):
she did that and she came back and she says, NICKI,
they all picked this one title for the program.
Speaker 4 (35:48):
And I said, what's wrong? Because I could see the
look on our face. I said, what's wrong? She says,
it's the one title I hate it most. Right, then
I have to remind her, are you selling this program
to yourself or are you selling it to them? It's like, ah,
(36:13):
he said, you're right, You're right. So collaboration and getting
feedback on your marketing material is absolutely key to the
success of a marketing campaign because it's all related to
the mastic.
Speaker 1 (36:33):
Yeah, I've been to a similar case. Like a lot
of years ago. I used to do keywords for people,
and I came with a set of keywords for a
speaking coach and one she didn't want to even call
(36:54):
herself a speaking coach, and that's what she was. And
she looked at me and she said, well, that's not
who I am. I said, but it's how people are
going to look to find you now. And it was
an uphill battle telling her that this is how people
(37:17):
are looking for you. What you're looking, what you're looking
to tell people you are is nothing big. But the
crickets if you tried this way, we can lead them
back into what it is that you do and narrow
you out.
Speaker 3 (37:34):
Absolutely. I'll share with you. Another situation is one of
my clients was working on her lead magnet because I
help people with the marketing process and part of it
comes with the lead magnet or a gift, the free
gift that you're going to offer your target audience. Right.
And she said to me, she says, I'm working on
(37:55):
this one lead magnet and she told me what the
topic is. And I said, can you do me a favor,
Just time out and come up with five different topics
that you feel your target audience would be interested in,
And I want you to send it in as a
poll and say, out of these five different topics, which
(38:15):
one would you most be interested if you were this
specific target audience. Right. And so they did the poll
and she came back to me and she said, Nikki,
that saved me a ton of time. What ended up
happening was the lead magnet that she was working on
was not the topic that people really wanted to see,
(38:39):
and so now she could focus her time working on
the lead magnet that people would more be interested in.
Speaker 1 (38:52):
That makes sense.
Speaker 3 (38:53):
So it's amazing when you get feedback how much faster
your marketing process will be because, to tell you the truth,
trial and error is extremely slow and costly. Because she
could have finished that lead magnet and realized that nobody
(39:14):
wanted it and it would have been a dud, So
she would have had to figure out another topic that
would work in her marketing strategy. Right. And you know,
when you have an environment where you can really get
feedback from people, it makes a huge difference, and it
totally and it streamlines the marketing process. And as I
(39:37):
had said earlier, it helps you get a way better
return on your investment when it comes to marketing. Yeah,
sometimes what we think our audience wants is not necessarily
what the what the audience really wants, right right, exactly. Yeah,
(40:00):
So when I was going to say, when it comes
to the messaging putting this all together, it's more than
just your sixty second introduction that you give on a
networking event or your website or your social media profiles.
But it's also if you are speaking at an event,
let's say, to one hundred people, what would you be
(40:23):
what would you be saying in that during that time?
Or if you're being interviewed for a podcast or even
on media. What message are you trying to get across?
And it's being clear on all the different ways that
you can be marketing your business, so it could be
flyed right your strategy? How are you what are you
(40:45):
going to put in your flyer? You're sure to distribute
it to the right audience, to the audience you want
to attract, right right? Right? Yeah?
Speaker 1 (40:55):
Absolutely? Yeah. So a more personal note, what is your
ultimate message to those who to those who you're trying
to attract into your business and your life.
Speaker 3 (41:15):
For me, my message to my client is really around
is you know it's interesting. I'm going to answer that
slightly different. I'm going to answer it with who my
target audience is. Okay, okay. My target audience ideally is
somebody who's starting their business and they want to do
(41:40):
it right the first time. That's my ideal target audience. Okay,
But the reality is when you're first starting your business
and you're just getting out there doing the marketing, is
they think they know everything and they don't need help.
(42:00):
So my true, my true target audience are people who
have been in business around two or three years who
realize they've spent thousands of dollars on marketing strategies and
activities and it hasn't gotten the results that they really want.
(42:21):
And it's because one they're either not doing the right
activity which I to attract that audience, like whether it's
Facebook ads or you know, social media or whatever it is,
They're just not doing the right activity to attract them.
And secondly, their messaging is off. Those are the two
(42:42):
key reasons, and that is that is who I That's
my message to people is there is a way to
help you with your marketing by understanding who you really
serve and how to improve that message to have people
(43:05):
attracted to you and come to you naturally to want
to work with you. Yeah.
Speaker 1 (43:15):
Yeah, that makes sense. And I'm going to say this
for a second to our audience. If do you think
that marketing isn't valuable? And did you think that did
your message isn't valuable? I want you to think about
this in your own business. When's the last time you
(43:37):
were able to travel across North America and visit all
these wonderful sites that Nikki is visiting and do it
without worrying about oh am I going to go over
a budget? Or is this going to happen or is
that going to happen? All these bad things. Nikki is
currently on a three months tour around to Canada and
(44:02):
into the northern US, and she's doing it without worrying
about the budget and just more worrying about, hey, I
need to have a couple of days to service my
clients so that they stay happy. And the fun that
she's going to have finding great food, great people, and
(44:25):
lots of fun. So think about that that when you
think about think about, oh, I don't ne need all
that marketing stuff. You need the right marketing stuff.
Speaker 3 (44:38):
Absolutely. Now, I do have people who have come to
me and said, all of my marketing, all of my
new clients come from referrals. Okay, come from referrals. There
will be a day and I've had many companies come
to me goes, my referrals have dried up. I actually
have to figure out how to do this market Will
(45:01):
you help me?
Speaker 1 (45:02):
Right?
Speaker 3 (45:04):
So, you know, marketing is around attracting the clients that
you want to attract, and it's also around growing your audience.
Speaker 1 (45:17):
Yeah, yeah, the key is audience right.
Speaker 3 (45:22):
Absolutely, it definitely is the audience. They are the magic
key for any business. To be successful.
Speaker 1 (45:31):
Nikki, thank you for taking a few minutes out of
your wonderful vacation to talk with us and guide us
on our marketing path.
Speaker 3 (45:43):
Thank you very much for having me, and we'll see
you online somewhere.
Speaker 1 (45:52):
All right. To everybody listening, please find a subscribe button
wherever it may be, and if you have, I have
a chance to come across that support buttons tosses own
support so that we can continue spreading the love and
the messaging like Nikki has help.
Speaker 2 (46:11):
Us to.
Speaker 3 (46:30):
You.
Speaker 2 (46:34):
I don't know, Dolloway shone action Yes, save me out
(47:06):
job shows. We can't tri serve way.
Speaker 3 (47:17):
So.
Speaker 1 (47:51):
She got to start. The show has been produced by
(48:38):
Depictions Media. Please contact us at depictions dot media for
more information.
Thank you for listening to the picture of the radiant.
Speaker 2 (00:26):
Rat. You readything to me? Oh well, well say, oh
(00:52):
well not a bad sp I just see you so spashon.
Speaker 3 (01:18):
So is it.
Speaker 1 (01:35):
Okay everybody? Our next guest is a marketing guru. And
you know how coaches and courses, course creators spend thousands
of dollars on marketing activities and programs and have very
little to show for it. Well, our next guest as
(01:57):
a marketing powerhouse. She knows how to fix that. In
a lot of cases, people say that marketing doesn't work, well,
it does actually work if you focus on the right things.
And this is what Nikki Palace does is she helps
(02:18):
you figure out how to focus on the right things
and the right activities so that you plug into the
right groups of people. And this is her statement. What
I do is focus on development and clear powerful marketing message.
(02:38):
So when coaches get out there and do whatever it
is that they do for marketing activities, they naturally draw
the right people to them. So, in a nutshell, NICKI
(03:01):
helped you, helped you focus your message so that you
do the right activities and have the right people in
your business. So why don't we welcome her to the show.
(03:27):
Something Nicky, welcome to the shows. It's great to actually
(03:49):
get you on the show.
Speaker 3 (03:50):
Now.
Speaker 1 (03:51):
I remember when we did Diane's twenty Day Challenge and
we had a blast. So that and because I discovered
that you like fast cars, yes, and himmis hey for
(04:12):
anybody listening, if your car grew, you know what a
hemmy is. And Nikki has at least two Kimmies.
Speaker 3 (04:21):
Yes, So we love our fast cars.
Speaker 1 (04:26):
And we're lucky to catch catch Nikki. She's on the
road right now. You said you're traveling and we briefly
interrupted your vacation.
Speaker 3 (04:36):
Right, Well, actually, my husband and I love to travel,
and so rather than just taking vacations, what we've done
is our travel time is longer and I insert work days,
so I work and travel at the same time. So
I get to see all these different places on my
(04:57):
days off. So instead of just having a weekend off,
I am exploring all these different sites, and I'm exploring
all the different tastes that are available in these incredible places.
So we're actually on the road for three months, and
I do have specific designated days where I'm making sure
my clients needs are met and everything like that and
meeting with people like you. Michael, Yeah, brillant.
Speaker 1 (05:22):
I like that idea. I'm going to talk my wife
into that one.
Speaker 3 (05:27):
Well, as long as you get a good Internet connection,
you can be working anywhere. And I made sure we
had that.
Speaker 1 (05:36):
Very true. So you have a special way of marketing people,
and I really think it's important for people to understand
that their messaging is key to their marketing and that's
what you do, right.
Speaker 3 (05:55):
Yes, And you know what, Michael, I'm going to share
with you what many people come to me and they say,
you know, when we're talking about the challenges of marketing,
most people the challenges they're marketing is they're asking the questions, one,
why is my marketing not working? Would you agree with
(06:17):
me on that? Why is my marketing not working? Second
thing they're asking is which marketing activity is the best
one for me? Right, So that's kind of the second
question that they're asking. And then the third question they're
asking is how do I get the best return on
(06:37):
investment with my marketing in terms of time and money.
So these are the most challenging problems that people have
when it comes to marketing, and they're asking me, So,
why is the marketing not working. The reason marketing isn't
working is because number one is they're easy using the
(07:00):
wrong strategy with their marketing right, Because there's a lot
of different ways you can do in marketing. The question
is are they choosing the right ones for them? So
it is not a one size fits all. Are they
choosing the right ones for them? But most of the time,
the reason marketing is not working is because their messaging
(07:22):
is off. What they're saying is not landing with people.
People don't get right there. It's really important that when
you have that message, then it doesn't matter what marketing
activity you choose, you will get the desired results. But
(07:42):
if your messaging is off and people don't understand what
you can do for them, that's when they can spend
thousands of dollars on marketing strategies and activities that isn't
going to get them the results that they were really hoping.
Speaker 1 (07:56):
For, right right right. And see, that's an important thing
for everyone to learn. And uh in the intro we
said we said that when you're marketing lands, it lands
with the right people.
Speaker 3 (08:15):
Exactly. Now, here's the thing is, when it comes to
marketing to the right people, the first step to being
able to land with the right people is to define
who the right people are. Yes, right, and that's your
target audience. And this is where a lot of people
(08:37):
either they define their target audience way too broad or
they want to market to everyone.
Speaker 1 (08:46):
Well, the saying there is you market to everyone, you
market to no one.
Speaker 3 (08:49):
Right exactly? And you know what I get to share
with you, Michael. The reason because a lot of people
don't understand that phrase. You know, they hear, oh yeah,
if I market to everyone on marketing to no one,
they don't understand that phrase. So I want to give
you an example of why that is the case. Okay, okay,
And so I'm going to take an example. A massage therapist. Okay,
(09:13):
a massage therapist provides my massage therapy services. Pretty obvious, right, yeah,
pretty obvious. Okay. This particular massage therapist decides she wants
to target stay at home mom and in her message,
she might say something along the lines, come get away
(09:33):
from the kids for a couple of hours, relow distressed
so you can go back to being the best mom possible. Now, Michael,
if you are around kids, rumbunctious kids all day, would
that appeal to you pretty well.
Speaker 1 (09:52):
I think I would want to refine a little more,
hit a few more emotional buttons, but it's pretty good.
Speaker 3 (10:00):
Absolutely. Now here's the thing. Does that message connect with
seniors or the elderly? No, No, absolutely not. So somebody
who's senior and more elderly, you might have a message
something along the lines, come let me let me help
(10:21):
loosen up your joints, work on those pain areas so
you have mobility to walk, to enjoy life pain free
and spend more time with your grandkids. Guess what, Michael,
it's the exact same service. Yeah, but the message was
(10:42):
completely different based on the target audience. And that's why
when you market to everyone, you're actually speaking to no one.
Speaker 1 (10:55):
Right does it that that's that's it in a nutshell, right,
because people have to identify with with with what it
is that you're trying to tell them that identify.
Speaker 3 (11:13):
Exactly and here here it makes a huge difference. Because
I once had this clients that was going to the
same networking event every month. In fact, it was in Vancouver, right,
she was going to the same networking every month, and
every month she would get up and she would do
her sixty second intro and she would sit down right,
and she said to me, Nikki, networking doesn't work. And
(11:39):
I'm going, okay, let's sit down and let's really define
your target audience and let's focus on creating a message
specifically for that demographics. And the next time she went
to that event, she got up, she did her sixty
second intro and she sat down and she called me
that night and she said, NICKI, this is the first
(12:01):
time they asked me for my business card. That's what happens.
When you have a powerful message, then your marketing now
will draw the right people to you.
Speaker 1 (12:17):
Yeah.
Speaker 3 (12:19):
Right, So that message, when it's designed for that specific demographics,
they will know and they will come.
Speaker 1 (12:29):
Yeah, exactly. Build the right message and they will come absolutely.
Speaker 3 (12:38):
Absolutely. So when it comes to the message, you know
a lot of people think, oh, we'll just put together
the message, right. And I want to share something with you.
So Michael, if I show up on your doorstep, you
go knock, knock, knock, and you're going to open the door.
(12:59):
And I'm going to show up. In one hand, I
have a box of crackers and in the other hand,
I have a brick of cheese. What's going through your mind?
Speaker 1 (13:10):
Snack time?
Speaker 3 (13:12):
Snack time.
Speaker 1 (13:13):
Okay, okay, sorry, he's one of my favorite snacks.
Speaker 3 (13:19):
There you go. Some people will say, where's the wine? Right?
So if I were to take that exact same box
of crackers and the exact same brick of cheese, and
I put it into a basket and wrap cellophane around
it and put a giant bow on it. And now
when I show up at your doorstep, what's going through
(13:39):
your mind?
Speaker 1 (13:42):
Oh? Yeah, because now you've put do you put more
time and effort into it? I'm not just simply hungry.
I'm going to welcome you into the house.
Speaker 3 (13:55):
Oh what, You wouldn't welcome me on the first one?
Speaker 1 (13:59):
Not necessarily? No, Well, on this one, I would actually
welcome you into the house because because you've you've hit
a You've not only hit the snack time thing, but
you've also dressed it in a way that I love
baskets and things like that. It's like you've you've hit
three things that absolutely appeal to me. So yeah, I'll
(14:22):
probably welcome you into the house and we're gonna have
conversation and cheese and crackers and cheese and crackers.
Speaker 3 (14:30):
Yeah there you No, but if you think about the
two scenarios that I just presented to you. They're the
exact same box of crackers, and they're the exact same
brick of cheese. It's just how it's packaged up that
makes a huge difference and how it's presented. So a
lot of business owners, especially when they're in the services
(14:52):
industry and there's so many people offering similar services, it's
how do you package up your core skills and your
core products, and how do you present it and package
it in a way that is attractive for people to
want to reach out to you and say and invite
(15:13):
you in? Right, invite you?
Speaker 1 (15:15):
And that was the key with what was going to
make me open the door and invite and invite you inside?
Speaker 3 (15:25):
Right exactly. So it might be the same thing, but
it's making your product or service, positioning it and getting
that clarity on how do you make it attractive for
people to want to invite you in so you know,
(15:46):
this is what I call the product brand clarity. Right.
Product brand clarity is who do you serve? Right? How
do you position yourself as the expert? How do you
position the value that you bring so you can justify
what you charge for your services? How do you lead
them through the process of wanting to work with you.
(16:07):
And this is the one thing that a lot of
people miss out on and they wonder why their marketing
isn't working, and it's because they're missing that clarity on
how they can help their target audience with what they do. Right. So,
as an example, one of my clients she had, she
(16:30):
had two coaches, and she was registered in two marketing programs,
two high end year law and marketing programs. So she says,
after two years, I haven't gotten any clients, and that's
because she was missing a lot of the fundamental elements
that I was talking about today. She didn't have clarity
on her target audience. She thought she did, but she
(16:51):
you know, when we dug deeper into it, we realized
that she was missing out on a whole segment that
she hadn't even thought of, and she didn't have clarity
on how to present it in a way that makes
it attractive for that group to really want to reach
out to her.
Speaker 1 (17:09):
Right.
Speaker 3 (17:10):
So, these are like, these two steps are key fundamental
elements to getting more clients because as a business owner,
that's what we want, right Yeah. Yeah.
Speaker 1 (17:21):
So one of the things that that I also focus
on or talk about focusing all with people in their
messaging because we built their story out right on our end.
Is the one of the emotions and how do we
(17:46):
because every every demographic has a specific emotion that actually
triggers them to like the bye bye.
Speaker 3 (17:59):
Yeah.
Speaker 1 (18:00):
Uh, So how do you how do you start to
figure out what the what the emotions are were for
a certain demographics? So do we know how to get
the click? How do how do make the buy button
look appealing?
Speaker 3 (18:18):
To look appealing? That's actually a fabulous question, Michael. It's
about truly understanding your target audience. And in order to
truly understand your target audience is to talk to them,
is to ask them what's important to you? Right, and
you know, what are some of your struggles or your
(18:39):
challenges and they will answer your question. So what I
tell my clients is a lot of times if you know,
when people sign on, you know then and there why
they signed on with you to begin with, right, start
listening to what they're saying, Listen to the words that
(19:01):
they're using. Yeah, And that's how it's called market research.
I know people aren't crazy about that word market research,
but market research is extremely powerful to hitting that emotion
is by understanding them. Sometimes the slightest difference in the
(19:26):
demographics can make a huge difference, right, even like somebody
with a family versus somebody who's single, that makes a
huge difference because what the emotional element for a single
is different than someone of the same age that has
(19:50):
a family. So the emotional elephants are different, right.
Speaker 1 (19:56):
Right, right, that makes sense.
Speaker 3 (19:59):
So it's real the understanding who your target audience is.
Speaker 1 (20:03):
Yeah, yeah, So why don't we do this because it's
great stories and everything. Let's let's walk a little bit
through the process that you put people through to discover
what is what is actually best for them? Because hey,
we could have going back to our massage therapist, right
(20:25):
and you and you pointed out it's the same service
but two different people. So how do you how would
you discover if your best fit for the stay at
home mom versus the very active grandmother.
Speaker 3 (20:45):
Are you talking about? What which audience should you work with?
Is that what your question?
Speaker 1 (20:52):
Yeah? Which audience should you work with? Because it makes
makes a happier business for you because you don't want
to It's like, hey, you know what employees they go
through go through the drudgery of I got to go
to work again. But when you're the entrepreneur owner, is
(21:12):
should be the Hey, I'm going to work today exactly.
Speaker 3 (21:18):
You want to have that reason for getting up out
of bed and being excited about the day that's ahead
of you. So you want to be working with a
group that excites you. Okay, that excites you. And I
mean there's more than just going through you know, the
standard form that says, you know, list the demographics. You
(21:42):
know a male, the gender, the age, and you know
all of that stuff. All of that stuff is, yeah,
sort of important, But what's more important. It's understanding the
true psychology of why these individuals may need your service
and what is whole holding them back from getting a
(22:02):
solution to what they're really looking for. Right. And so
when it comes to your target audience, I'll tell you
one thing. There are a lot of fabulous marketing programs
out there. Okay, there are a lot of different ways
that you can market your business, and a lot of
the companies that do with the marketing stuff, they assume
(22:23):
you know who your target audience is and they'll say
fill in the blank and then you're going to do
this right. However, the target audience is not like throwing
spaghetti on the wall and seeing what sticks there. It's
multi dimensional, okay, And there are a lot of different
ways you can look at your target audience and to
(22:46):
identify which is the best one for you specifically. Right.
So there, I mean, the process that I take my
clients through is I asked them a series of questions.
But the thing is the questions that I ask them
are standard sales and marketing questions. But the secret sauce
(23:06):
is around There are three things really. The first is
around the order in which I ask the question, because
it's designed to take the brain through a specific process, okay,
to help identify who the ideal target audience is for
an individual. The second thing, it's around the facilitation. So
(23:32):
as I'm asking the questions, they're answering the question, I
am listening to what they are saying. I'm also hearing
what they may not be saying. So this is not
something that you can just fill out a form and
they're going to answer the question. Right. So there's that,
(23:55):
And then the third thing is really around the collaboration.
So this is having that brainstorming session and working together
to figure out, okay, what are the pros and cons
of this demographics or this target audience versus that one,
and then being able to identify which is the right
(24:18):
one for them, because as I mentioned earlier, it is
multi dimensional. And I wish I could give you a
formula that says, here, do A D and C and well,
at the end of that, you've got your target audience.
It's not that simple because it gets more complicated, right,
because some target audiences are better than others for an individual,
(24:39):
So it's not the same for each individual. Each individual
that I go through this process with, the answers are
unique to them.
Speaker 1 (24:48):
Yeah, do you have a story of maybe two different
similar product or service, but by the time you took
them to the through the whole process that they went
to two different demographics.
Speaker 3 (25:09):
It's interesting that you say that. First of all, I
work with a lot of coaches, and I work with
a lot of people in the health and wellness field,
so they can easily pick the same target audience. But
it's based on their experiences and what they've gone through
to identify the right target audience for them.
Speaker 1 (25:32):
Right.
Speaker 3 (25:33):
So I do work but like I said, I've worked
with a lot of coaches. I worked with a lot
of health and wellness people, but the symptoms that their
target audience experience experiencing can be different. Right, Yeah, does
(25:53):
that kind of makes sense?
Speaker 1 (25:55):
Yeah, that makes sense.
Speaker 3 (25:57):
Yeah. So, like I said, I do work with a
lot of people who offer the same service but to
different people, right, And that's what that's what makes them unique.
Speaker 1 (26:12):
Yeah, because a lot of the same services. Say, say somebody,
there's a lot of different categories of life coach. It's
like one could be a grief a grief coach, the
other one could be, uh an empowerment coach. Right, but
they're going to walk you through similar processes but for
(26:35):
different reasons, right exactly.
Speaker 3 (26:38):
So the tools that they may use to help with
the transformation might be the same as the other coach,
but it's their own life experience that will dictate which
is a better fit. So I'll give you an example
is somebody once came up to me and one of
my clients said, I want to work with people who
(27:02):
have gone through divorce. And I said, okay, that's certainly
a demographics you could work with. And for some reason,
my little spidey sense came up and said, you should
ask this question, have you ever been divorced, and she
said no, And I'm sitting here going, Okay, how are
(27:24):
you going to relate to these people if you've never
gone through it? Right? And she's like, oh, I said,
how are you going to meet other divorced people? And
it's like, oh, okay, all of these things come into play.
That's when you know, I take them through the process
(27:44):
to uncover there might be other demographics that might be
better for that individual, right.
Speaker 1 (27:52):
Yeah, because they have more in common with or relatable to, right.
Speaker 3 (27:59):
And one one of the things when it comes to
your message, it's also building credibility. So if you have
never been divorced or not, your credibility just drop right right.
Whereas if you've had kids before, you know, then you
might decide demographics could be parents with kids, right, because
(28:22):
you can relate to them if you yourself already have kids. Right.
So it's like I said, it's it's a discovery process
that makes a huge impact on everything you do when
it comes to marketing and attracting your clients. So from
how you package your product, like you know, we said earlier,
(28:44):
the coaches they have different tools. They have the same tools,
but they utilize the tools to different demographics, right, and
it's so, how do you package that those tools up
that may it attractive for your target audience to reach
out to you. Yeah?
Speaker 1 (29:06):
So, well, what I'm what I'm hearing that you're doing
is is you build a customized welcome that or welcome
shingle for each of your clients.
Speaker 3 (29:20):
I have tried. I have tried so hard to see
if we can package it up and and do it
in more of a group setting. But I have found
that I've been doing this for so many years that
it's not a one size fits all because everybody, you know,
(29:41):
the tools that I have helped draw out these experiences
from them, though we have we have a way of
identifying what might be what might work best for them. Yeah,
and ultimately it ends up being a perersonal decision.
Speaker 4 (30:04):
Yeah.
Speaker 3 (30:04):
Right. So I had one client that she had cancer,
and she had when she first came to me, she
decided she wanted to work with people who had cancer
because she had gone through the journey and it didn't
take her long to come to me. And she says,
we need to find a different target audience. And I said, okay,
(30:29):
why And she says, I'm not ready to open that
wound yet. Yes, right, so it is a very personal
decision as to which target audience to choose.
Speaker 1 (30:46):
Yeah, something may be a little too personal too.
Speaker 3 (30:53):
You know, but when you're ready, you know, if that's
the way you want to we can easily shift strategies.
Which is why I always say that this is a
personal It's a personal, customized process that I take people
through because it goes deep into the individual and once
(31:19):
they have that target audience, then they know how to
build the brand clarity, and then they know how to
put together their message to make it engaging for these people.
And then they know then they can confidently get out
there and market themselves in a way that will attract
(31:43):
people to them. Yeah.
Speaker 1 (31:46):
So why don't we talk about some of your best
results and some of the things that like people are like, wow,
I didn't realize that this it did, that your work
was going to do all that for me.
Speaker 3 (32:02):
Okay. So one of the key things that I do
in terms of the messaging, I think I have to
give you backtrack a little bit before I answer that question.
Mm hmm, is around the message. Would you agree with
me that the message has to make a connection with
your audience? Right? Yeah?
Speaker 1 (32:22):
Oh, yeah, absolutely, no connections. You're just talking to the wind.
Speaker 3 (32:27):
Right exactly. So the question is how do you make
that connection? Okay? So I'm going to give you an example.
Is we're going to bake the birthday cake, okay, and
I'm going to bake the cake itself. Okay, I'm going
to bake the cake itself, and the cake represents your
marketing message.
Speaker 1 (32:48):
Okay.
Speaker 3 (32:50):
Now, Michael, let me ask you this. Would you agree
with me that how I decorate the cake for a
toddler is very different than how I decorate the cake
for my mother's seventieth birthday. Absolutely, okay, it's the same
thing in marketing. Is your marketing message might be is
(33:14):
we know is the cake, but the words we choose
to market to represent that message is the icing. It
will be different with different people. So as an example,
you've heard the term elevator pitch, right, Yes, Okay, I
(33:37):
don't know about you. I'm I'm a small business and
I don't have an elevator in my office or anywhere
in my business and in my home, right.
Speaker 1 (33:53):
Not anymore, I don't, right, So the.
Speaker 3 (33:57):
Term elevator pitch people to associate it to be very
corporative comes from a corporate environment.
Speaker 1 (34:07):
Yes, So what.
Speaker 3 (34:09):
You'll hear me say is you'll seldom hear me use
the term elevator pitch. I will call it the sixty
second introduction because I work with the heart centered entrepreneurs. Okay,
I work with heart centered entrepreneurs, and they can relate
to that the sixty second introduction. But guess what, they're
(34:31):
exactly the same thing. Of course, they're exactly the same thing.
So it's about understanding which words are going to resonate
with your target audience. Now you ask me about a
client who where it made a difference. So the question
is it's really around understanding what is going to resonate
(34:54):
with the people. So one of my clients was a
marketing person does digital marketing. She does social media. Okay,
so she understands marketing. And she said to me, she said, Nikki,
I need to come up with the name for my program,
my new social media program. I said, okay. And so
(35:17):
what we did was we came up with five different
options that are available that she could bame her program.
So I said, now, what I want you to do
is take these five options and go out there and
create a poll and test them out. On people. And
(35:38):
she did that and she came back and she says, NICKI,
they all picked this one title for the program.
Speaker 4 (35:48):
And I said, what's wrong? Because I could see the
look on our face. I said, what's wrong? She says,
it's the one title I hate it most. Right, then
I have to remind her, are you selling this program
to yourself or are you selling it to them? It's like, ah,
(36:13):
he said, you're right, You're right. So collaboration and getting
feedback on your marketing material is absolutely key to the
success of a marketing campaign because it's all related to
the mastic.
Speaker 1 (36:33):
Yeah, I've been to a similar case. Like a lot
of years ago. I used to do keywords for people,
and I came with a set of keywords for a
speaking coach and one she didn't want to even call
(36:54):
herself a speaking coach, and that's what she was. And
she looked at me and she said, well, that's not
who I am. I said, but it's how people are
going to look to find you now. And it was
an uphill battle telling her that this is how people
(37:17):
are looking for you. What you're looking, what you're looking
to tell people you are is nothing big. But the
crickets if you tried this way, we can lead them
back into what it is that you do and narrow
you out.
Speaker 3 (37:34):
Absolutely. I'll share with you. Another situation is one of
my clients was working on her lead magnet because I
help people with the marketing process and part of it
comes with the lead magnet or a gift, the free
gift that you're going to offer your target audience. Right.
And she said to me, she says, I'm working on
(37:55):
this one lead magnet and she told me what the
topic is. And I said, can you do me a favor,
Just time out and come up with five different topics
that you feel your target audience would be interested in,
And I want you to send it in as a
poll and say, out of these five different topics, which
(38:15):
one would you most be interested if you were this
specific target audience. Right. And so they did the poll
and she came back to me and she said, Nikki,
that saved me a ton of time. What ended up
happening was the lead magnet that she was working on
was not the topic that people really wanted to see,
(38:39):
and so now she could focus her time working on
the lead magnet that people would more be interested in.
Speaker 1 (38:52):
That makes sense.
Speaker 3 (38:53):
So it's amazing when you get feedback how much faster
your marketing process will be because, to tell you the truth,
trial and error is extremely slow and costly. Because she
could have finished that lead magnet and realized that nobody
(39:14):
wanted it and it would have been a dud, So
she would have had to figure out another topic that
would work in her marketing strategy. Right. And you know,
when you have an environment where you can really get
feedback from people, it makes a huge difference, and it
totally and it streamlines the marketing process. And as I
(39:37):
had said earlier, it helps you get a way better
return on your investment when it comes to marketing. Yeah,
sometimes what we think our audience wants is not necessarily
what the what the audience really wants, right right, exactly. Yeah,
(40:00):
So when I was going to say, when it comes
to the messaging putting this all together, it's more than
just your sixty second introduction that you give on a
networking event or your website or your social media profiles.
But it's also if you are speaking at an event,
let's say, to one hundred people, what would you be
(40:23):
what would you be saying in that during that time?
Or if you're being interviewed for a podcast or even
on media. What message are you trying to get across?
And it's being clear on all the different ways that
you can be marketing your business, so it could be
flyed right your strategy? How are you what are you
(40:45):
going to put in your flyer? You're sure to distribute
it to the right audience, to the audience you want
to attract, right right? Right? Yeah?
Speaker 1 (40:55):
Absolutely? Yeah. So a more personal note, what is your
ultimate message to those who to those who you're trying
to attract into your business and your life.
Speaker 3 (41:15):
For me, my message to my client is really around
is you know it's interesting. I'm going to answer that
slightly different. I'm going to answer it with who my
target audience is. Okay, okay. My target audience ideally is
somebody who's starting their business and they want to do
(41:40):
it right the first time. That's my ideal target audience. Okay,
But the reality is when you're first starting your business
and you're just getting out there doing the marketing, is
they think they know everything and they don't need help.
(42:00):
So my true, my true target audience are people who
have been in business around two or three years who
realize they've spent thousands of dollars on marketing strategies and
activities and it hasn't gotten the results that they really want.
(42:21):
And it's because one they're either not doing the right
activity which I to attract that audience, like whether it's
Facebook ads or you know, social media or whatever it is,
They're just not doing the right activity to attract them.
And secondly, their messaging is off. Those are the two
(42:42):
key reasons, and that is that is who I That's
my message to people is there is a way to
help you with your marketing by understanding who you really
serve and how to improve that message to have people
(43:05):
attracted to you and come to you naturally to want
to work with you. Yeah.
Speaker 1 (43:15):
Yeah, that makes sense. And I'm going to say this
for a second to our audience. If do you think
that marketing isn't valuable? And did you think that did
your message isn't valuable? I want you to think about
this in your own business. When's the last time you
(43:37):
were able to travel across North America and visit all
these wonderful sites that Nikki is visiting and do it
without worrying about oh am I going to go over
a budget? Or is this going to happen or is
that going to happen? All these bad things. Nikki is
currently on a three months tour around to Canada and
(44:02):
into the northern US, and she's doing it without worrying
about the budget and just more worrying about, hey, I
need to have a couple of days to service my
clients so that they stay happy. And the fun that
she's going to have finding great food, great people, and
(44:25):
lots of fun. So think about that that when you
think about think about, oh, I don't ne need all
that marketing stuff. You need the right marketing stuff.
Speaker 3 (44:38):
Absolutely. Now, I do have people who have come to
me and said, all of my marketing, all of my
new clients come from referrals. Okay, come from referrals. There
will be a day and I've had many companies come
to me goes, my referrals have dried up. I actually
have to figure out how to do this market Will
(45:01):
you help me?
Speaker 1 (45:02):
Right?
Speaker 3 (45:04):
So, you know, marketing is around attracting the clients that
you want to attract, and it's also around growing your audience.
Speaker 1 (45:17):
Yeah, yeah, the key is audience right.
Speaker 3 (45:22):
Absolutely, it definitely is the audience. They are the magic
key for any business. To be successful.
Speaker 1 (45:31):
Nikki, thank you for taking a few minutes out of
your wonderful vacation to talk with us and guide us
on our marketing path.
Speaker 3 (45:43):
Thank you very much for having me, and we'll see
you online somewhere.
Speaker 1 (45:52):
All right. To everybody listening, please find a subscribe button
wherever it may be, and if you have, I have
a chance to come across that support buttons tosses own
support so that we can continue spreading the love and
the messaging like Nikki has help.
Speaker 2 (46:11):
Us to.
Speaker 3 (46:30):
You.
Speaker 2 (46:34):
I don't know, Dolloway shone action Yes, save me out
(47:06):
job shows. We can't tri serve way.
Speaker 3 (47:17):
So.
Speaker 1 (47:51):
She got to start. The show has been produced by
(48:38):
Depictions Media. Please contact us at depictions dot media for
more information.
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