Why You’re Not Getting Enough Clients: The Problem Most Business Owners Overlook

Why aren't you getting enough clients?

If you're posting consistently, showing up, talking about your business, creating content, networking, and investing in marketing but still wondering where the clients are, this episode is for you.

Because sometimes the problem isn't that you need more marketing.

The problem is that your message isn't clear enough for the right people to recognize that you're the answer to the problem they're trying to solve.

In this episode, Tracey Watts Cirino breaks down the messaging clarity problems she sees so many business owners struggling with and, honestly, the same kind of clarity work she continually evaluates in her own businesses.

You'll discover:

• How to tell whether your message may be getting in the way of your marketing
• Why people can like your content without understanding how to work with you
• The difference between being specific and niching yourself into a box
• Why constantly changing your offer may actually be a messaging problem
• How unclear messaging makes content, websites, sales conversations, and offers harder
• The five questions every business owner should be able to answer clearly
• Why clarity isn't about having the perfect message; it's about making the right problem easier to recognize
• How a clearer message can help the right clients understand that you're the person they've been looking for

If you've been asking yourself, “Why am I not getting enough clients?”, don't automatically assume you need another marketing strategy.

Start with the message underneath everything you're already doing.

And if you know you need more clarity but aren't sure where to begin, check out the Messaging Clarity Starter Kit Tracey's practical starting point for turning what you know into a clear, usable business message.

The Messaging Clarity Starter Kit™ is coming soon. I'm putting the finishing touches on it now, and I'll share the link here as soon as it's ready.

TraceyWattsCirino.com

Turn your Voice into Cash 💰

Turn Your Voice into Cash 💰  with TraceyWattsCirino.com

Transcript

1
00:00:03.506 --> 00:00:14.526
Tracey Watts Cirino: Hello, and welcome to Beyond Common Business Secrets. I'm your host, Tracey Watts Cirino. I'm so excited that you are here.


2
00:00:14.666 --> 00:00:21.316
Tracey Watts Cirino: So, today, we are going to talk about why you're not getting enough clients.


3
00:00:22.556 --> 00:00:33.586
Tracey Watts Cirino: The clarity problem most business owners overlook. So, my friend, have you ever had one of those moments


4
00:00:33.726 --> 00:00:38.106
Tracey Watts Cirino: Where you look at your business, and you think, ugh.


5
00:00:38.586 --> 00:00:41.595
Tracey Watts Cirino: Why am I not getting enough clients?


6
00:00:42.896 --> 00:00:44.046
Tracey Watts Cirino: Because…


7
00:00:44.756 --> 00:01:01.066
Tracey Watts Cirino: you already know that you're doing all the things, right? You're posting, you're showing up, you may even be networking, you're creating content, you're talking about your offers.


8
00:01:01.236 --> 00:01:10.376
Tracey Watts Cirino: You have a website, you've invested in branding. Maybe you've even paid for marketing.


9
00:01:11.686 --> 00:01:19.475
Tracey Watts Cirino: Maybe you've hired somebody to help you with your social media, and you have that being posted for you now.


10
00:01:20.096 --> 00:01:29.195
Tracey Watts Cirino: And yet, you're still… Looking at your bank balance, you're still looking at your calendar, thinking.


11
00:01:29.506 --> 00:01:43.245
Tracey Watts Cirino: where are all the clients that support all this, you know, extra I've been doing? So, if that sounds familiar, I want you to stay with me for this episode.


12
00:01:43.346 --> 00:01:46.586
Tracey Watts Cirino: Because, my friend, you are not alone.


13
00:01:46.916 --> 00:01:55.705
Tracey Watts Cirino: Because I want to talk to you about a problem that I see so many business owners, and honestly.


14
00:01:56.046 --> 00:02:04.946
Tracey Watts Cirino: it's something I continually look at in my own business, too. Like, in all of my businesses.


15
00:02:05.076 --> 00:02:09.286
Tracey Watts Cirino: And that is… Clarity.


16
00:02:10.116 --> 00:02:14.276
Tracey Watts Cirino: Yes, I am serious. That is clarity.


17
00:02:14.646 --> 00:02:22.646
Tracey Watts Cirino: look at how clear you're being. And I don't mean it in the sense that it's, like, not because


18
00:02:22.886 --> 00:02:33.535
Tracey Watts Cirino: I think you aren't smart enough, because, my friend, I know you're super intelligent. It's not because you're not working hard enough, because


19
00:02:33.966 --> 00:02:40.096
Tracey Watts Cirino: Hard work is never going to be a replacement for Clarity!


20
00:02:40.206 --> 00:02:47.086
Tracey Watts Cirino: It's just never going to replace it. And it's not because you need another marketing strategy.


21
00:02:48.256 --> 00:02:50.256
Tracey Watts Cirino: It's more like this, like.


22
00:02:50.876 --> 00:03:01.596
Tracey Watts Cirino: it's certainly not because you need to become someone else entirely online. And if I sat back and…


23
00:03:01.866 --> 00:03:12.635
Tracey Watts Cirino: listen to what every, you know, guru's message is, and I would literally be in a state of thinking I needed to fix myself and become someone totally different.


24
00:03:12.906 --> 00:03:19.586
Tracey Watts Cirino: But… That is not, that is not, I repeat, that is not what I am proposing here. So.


25
00:03:19.946 --> 00:03:27.685
Tracey Watts Cirino: what I'm saying is that your message Isn't clear enough


26
00:03:27.926 --> 00:03:41.046
Tracey Watts Cirino: for the right person, so for that right person, that ideal client, to recognize that you are the answer to the problem that they are trying to solve.


27
00:03:41.046 --> 00:03:52.365
Tracey Watts Cirino: Like, sometimes people are problem-aware only in their HUD. Like, they're, like, running around all day thinking about the problem that they have, but they haven't shared it out loud yet. So.


28
00:03:53.036 --> 00:04:00.526
Tracey Watts Cirino: They are literally waiting for someone else to articulate it to them. And…


29
00:04:00.646 --> 00:04:14.866
Tracey Watts Cirino: Other people are telling everyone about their problem, but they haven't even begun to look into finding a solution. They're just in this newer phase that is, like, problem-aware.


30
00:04:14.866 --> 00:04:20.986
Tracey Watts Cirino: So, the thing is, is that when we look at it through this lens, it's like, okay.


31
00:04:21.336 --> 00:04:23.606
Tracey Watts Cirino: No matter what you do in business.


32
00:04:24.596 --> 00:04:30.945
Tracey Watts Cirino: Your message needs to be clear enough that the right person, those ideal clients.


33
00:04:31.606 --> 00:04:42.016
Tracey Watts Cirino: that they recognize that you, like, that you are the answer to the problem they are trying to solve. And when that happens.


34
00:04:42.506 --> 00:04:59.126
Tracey Watts Cirino: then, you know, then that's when you want to put some muscle, even some money, behind your marketing message. But when it's still in this state of your message isn't clear enough for the right person to recognize you.


35
00:05:00.796 --> 00:05:02.886
Tracey Watts Cirino: And they…


36
00:05:03.596 --> 00:05:15.315
Tracey Watts Cirino: have no awareness of the fact that you're the answer to the problem that they're already trying to solve. Like, when that happens.


37
00:05:15.516 --> 00:05:22.756
Tracey Watts Cirino: you can… Spend a tremendous amount of time and money marketing a business


38
00:05:23.136 --> 00:05:33.966
Tracey Watts Cirino: that people still don't understand. And I was guilty of this so many times, even in, like, starting my third business, where I had made these similar mistakes before.


39
00:05:34.026 --> 00:05:45.116
Tracey Watts Cirino: I did it again in a new and bigger way. It was even, like, dumber, the amount of money that I spent when it wasn't clear yet. So, this…


40
00:05:45.296 --> 00:05:57.636
Tracey Watts Cirino: is not coming from a place of judgment, it's coming from a place of, friend, let me take you by the hand and help you and show you where you want to get this clarity piece right first.


41
00:05:57.636 --> 00:06:05.545
Tracey Watts Cirino: Because it serves as the foundation to everything else. So today, we're gonna talk about why you…


42
00:06:05.716 --> 00:06:23.836
Tracey Watts Cirino: may not be getting enough clients, and like, that could be very valid. And specifically, how to know when your message is actually getting in the way. Like, sometimes it is just a simple little tweak, right? Other times it's something bigger.


43
00:06:23.836 --> 00:06:27.396
Tracey Watts Cirino: But this is gonna give you that foundation. So…


44
00:06:28.666 --> 00:06:33.625
Tracey Watts Cirino: Like, I want to start with something that I see all the time. So…


45
00:06:33.776 --> 00:06:46.935
Tracey Watts Cirino: I have business owners that will come up to me and say, okay, I am posting, I'm putting myself out there, but nobody is reaching out. Or people will come up and say.


46
00:06:47.126 --> 00:06:55.586
Tracey Watts Cirino: Hey, I've been following your simple content strategy, and people tell me that they love my content.


47
00:06:55.716 --> 00:07:12.356
Tracey Watts Cirino: but I'm not getting, you know, any clients from it. Or, I hear this one a lot, and I know we've talked about this before, I know I'm good at what I do, I know I get results for my clients.


48
00:07:12.466 --> 00:07:24.026
Tracey Watts Cirino: So why isn't that translating into more clients, more sales? Like, why is there, like, a gap, a disconnect here? And…


49
00:07:25.246 --> 00:07:30.775
Tracey Watts Cirino: you might be surprised. My first instinct isn't


50
00:07:32.836 --> 00:07:45.516
Tracey Watts Cirino: let's create more content, let's do more marketing. That's, like, never my first instinct. My first instinct is always, okay, let's slow down. Like, let's slow down. And…


51
00:07:46.166 --> 00:07:50.575
Tracey Watts Cirino: look at… What your product is.


52
00:07:50.686 --> 00:07:59.725
Tracey Watts Cirino: You know, what is the product you're selling? What's the service you're selling? You know, what's the solution that you're selling? I like to look at that first.


53
00:08:01.046 --> 00:08:09.975
Tracey Watts Cirino: And then, this surprises everyone. This surprises, like, all of my new clients all the time. Then the next thing that I ask you is.


54
00:08:11.426 --> 00:08:13.646
Tracey Watts Cirino: Do you believe in it?


55
00:08:13.766 --> 00:08:15.076
Tracey Watts Cirino: Do you believe in it?


56
00:08:16.326 --> 00:08:17.356
Tracey Watts Cirino: And…


57
00:08:18.046 --> 00:08:26.735
Tracey Watts Cirino: Most people are like, absolutely, they get so passionate, they start, like, speaking from the heart, telling me every single thing that they want you to know about


58
00:08:26.736 --> 00:08:42.806
Tracey Watts Cirino: this beautiful service that solves this amazing problem for, like, this amazing… this, overwhelming problem, and then at the end, this is, like, this amazing solution that they've delivered. And it makes them feel so good, and then they're so connected to their clients, and it's such a beautiful thing.


59
00:08:42.806 --> 00:08:49.135
Tracey Watts Cirino: And… I love when that happens, and then other times, I'll get people that are like, no.


60
00:08:49.226 --> 00:09:04.296
Tracey Watts Cirino: I'm only doing it because of the money. I don't even like this anymore! Oh my goodness, I didn't even know that. So sometimes it's giving you permission to look at it, right? So, I strongly encourage you to ask yourself, like.


61
00:09:04.846 --> 00:09:10.065
Tracey Watts Cirino: Do I like this? Like, does it matter to me? Am I passionate about it?


62
00:09:10.956 --> 00:09:15.296
Tracey Watts Cirino: And do I believe in it? Like, when… you know, those seem…


63
00:09:16.126 --> 00:09:32.095
Tracey Watts Cirino: like, things that, like, oh, they're quieter, so you, like, leave them under the surface, but I'm like, if your soul is trying to tell you something, it might be whispering, and you want to just bring it into the light. So, we slow down, and…


64
00:09:32.366 --> 00:09:36.525
Tracey Watts Cirino: And, like, after we answer those questions, right, like…


65
00:09:36.886 --> 00:09:41.455
Tracey Watts Cirino: Do you believe in it? Do you like it? Like, do you want to be selling this?


66
00:09:41.726 --> 00:09:43.286
Tracey Watts Cirino: That will…


67
00:09:44.326 --> 00:09:53.745
Tracey Watts Cirino: that brings, like, a tremendous amount of clarity. That reveals so much. And then, we will work together on solving that.


68
00:09:54.456 --> 00:09:55.656
Tracey Watts Cirino: Or…


69
00:09:57.426 --> 00:10:06.515
Tracey Watts Cirino: For people that don't have a coach to help them sort through this, you know, this is, like, sometimes, like, the dark night of the soul that you might have to go through.


70
00:10:06.716 --> 00:10:18.956
Tracey Watts Cirino: But, once that is clear, that we love what we do, we know it's powerful, we know it's helpful, we know people need it, and when they…


71
00:10:19.356 --> 00:10:34.216
Tracey Watts Cirino: are at… like, it's like the after… the afterglow, the basking in what it's like after they work with you, then yes, like, that's so exciting. Like, that's the thing. We look at… we slow down, and we look at the message. Because here's what I've learned.


72
00:10:34.706 --> 00:10:49.935
Tracey Watts Cirino: you can have a really great offer and still have a confusing message. Like, you could have something that is pure gold, that, wow, if the world knew about this, it'd be lit on fire. You'd have, like.


73
00:10:50.116 --> 00:10:56.885
Tracey Watts Cirino: 3 million, you know, you'd have 3 million views tomorrow, or more, and…


74
00:10:57.196 --> 00:11:11.336
Tracey Watts Cirino: it's, like, if it's explained in that way, because, like, everybody needs this. But sometimes it's, like, not enough to just have a great offer, because if you have a great offer, and your message is still confusing, you have this, like, tangle, right? It's, like, all tangled. So…


75
00:11:11.696 --> 00:11:16.096
Tracey Watts Cirino: I've also learned from doing this as long as I have.


76
00:11:16.886 --> 00:11:21.766
Tracey Watts Cirino: I've also learned that you can be incredibly talented.


77
00:11:22.866 --> 00:11:42.146
Tracey Watts Cirino: and still have a message that doesn't immediately connect, right? Sometimes it just doesn't. You can have years of experience and still describe what you do in a way that makes people work too hard to figure out whether you're actually the person


78
00:11:42.496 --> 00:11:43.816
Tracey Watts Cirino: they need.


79
00:11:45.046 --> 00:11:48.796
Tracey Watts Cirino: And, my friend, that's a very expensive problem.


80
00:11:48.946 --> 00:11:59.945
Tracey Watts Cirino: Right? That is a very expensive problem to have, because you're leaving money on the table every day, right? You're doing all the work, you're showing up on social, you're having conversations, you're putting yourself out there, but…


81
00:12:00.946 --> 00:12:02.026
Tracey Watts Cirino: not…


82
00:12:02.566 --> 00:12:13.075
Tracey Watts Cirino: not being the person that people can see as, oh yeah, I need to work with this person, that's a really expensive problem. So.


83
00:12:13.556 --> 00:12:14.346
Tracey Watts Cirino: It's…


84
00:12:14.606 --> 00:12:27.855
Tracey Watts Cirino: when your messaging isn't clear, everything downstream is harder. So, it's like, you feel like creating content, going to a networking event, even, like.


85
00:12:27.886 --> 00:12:41.886
Tracey Watts Cirino: getting on a call with a referral, like, everything is, like, pushing a boulder up a… like, pushing a boulder up the side of a mountain. Like, everything is harder. So.


86
00:12:42.216 --> 00:12:45.076
Tracey Watts Cirino: If everything is harder, that's, like.


87
00:12:45.136 --> 00:12:50.865
Tracey Watts Cirino: create such exhaustion. So, your content becomes harder to create.


88
00:12:50.866 --> 00:13:09.056
Tracey Watts Cirino: your website becomes… it's harder to write the copy, your social media becomes harder to plan, your sales conversations become longer, and you drag them out, and maybe you don't even call people back that maybe showed interest because you're like, ugh, right? It happens. So…


89
00:13:09.676 --> 00:13:13.505
Tracey Watts Cirino: Overall, your offers become harder to explain.


90
00:13:14.406 --> 00:13:25.726
Tracey Watts Cirino: And your potential client has had to do too much work, too much heavy lifting on their own to figure this out. They're like, hmm, scratching their head, is this for me? Or… wait, what did she say? Huh?


91
00:13:26.126 --> 00:13:29.936
Tracey Watts Cirino: And when people have to work.


92
00:13:30.516 --> 00:13:43.215
Tracey Watts Cirino: that hard to understand something, they usually just move on. Or, like, it doesn't even open… it's like, it doesn't open the gate to them even considering you, right? It's just…


93
00:13:43.246 --> 00:13:54.365
Tracey Watts Cirino: It's not that… it just never opened the gate, so they didn't even understand, really, what you did. So, I want you to know, my friend, it's not because you're not valuable, it's because you…


94
00:13:54.896 --> 00:14:03.215
Tracey Watts Cirino: didn't recognize the value, like, quickly enough. Like, right? It's like, because you didn't…


95
00:14:03.776 --> 00:14:23.195
Tracey Watts Cirino: say it in a way that made it easy for them to recognize the value and see it quickly, so that they're like, oh, wow, I literally just did a Google search for this. Like, I didn't even know there was somebody that could solve my problem. Oh my goodness, thank you, right? So…


96
00:14:23.996 --> 00:14:29.395
Tracey Watts Cirino: the question I want… you to ask yourself is, if…


97
00:14:29.836 --> 00:14:34.776
Tracey Watts Cirino: somebody who is a perfect client, she's your ideal client.


98
00:14:35.266 --> 00:14:49.065
Tracey Watts Cirino: if she… like, and I like to name… like, I have my clients, like, name their ideal client, like, my ideal client's name is Sally, right? So, Sally, like, I give her a name, she has… she has…


99
00:14:49.066 --> 00:15:03.435
Tracey Watts Cirino: a hairstyle, she has clothes, she's on trend, she has a job. Like, we have gone full in to creating an entire profile for her, because I love to speak directly to Sally. Now.


100
00:15:03.606 --> 00:15:05.755
Tracey Watts Cirino: This is part of, like, my fun…


101
00:15:05.966 --> 00:15:15.445
Tracey Watts Cirino: like, the fun of my imagination and curiosity, plus the fact that I love to play with Barbie dolls when I was a kid. So, like, do what makes you,


102
00:15:16.206 --> 00:15:17.515
Tracey Watts Cirino: Enjoy it.


103
00:15:17.696 --> 00:15:22.365
Tracey Watts Cirino: You don't have to take it this far, but a simple way is just


104
00:15:22.376 --> 00:15:38.246
Tracey Watts Cirino: think about it, like, ask yourself this question. If somebody who is perfect, who is, like, that perfect ideal client for you, if… if she landed on your website, looked at your Instagram profile, your Facebook, your LinkedIn.


105
00:15:38.386 --> 00:15:44.726
Tracey Watts Cirino: If she heard you speak on, like, somebody else's podcast, if you were a guest on someone's podcast.


106
00:15:44.976 --> 00:15:47.186
Tracey Watts Cirino: Or, she saw one of your posts.


107
00:15:47.286 --> 00:15:49.256
Tracey Watts Cirino: Or maybe she met you at a party.


108
00:15:50.446 --> 00:15:53.855
Tracey Watts Cirino: Would she immediately understand?


109
00:15:54.966 --> 00:16:02.146
Tracey Watts Cirino: 3 things. Just three. So, would she understand who you help, What problem you solve?


110
00:16:02.306 --> 00:16:09.906
Tracey Watts Cirino: And what makes you and your solution Absolutely valuable to her.


111
00:16:11.526 --> 00:16:16.195
Tracey Watts Cirino: So… this is not your title, right? This is not…


112
00:16:16.246 --> 00:16:34.936
Tracey Watts Cirino: what your title is, right? So, not every certification that you've earned, not everything you've ever done, not, like, your whole bio, all your accolades, not every service that you could possibly provide under your umbrella of all the amazing services you do.


113
00:16:35.916 --> 00:16:41.326
Tracey Watts Cirino: Not all of that. Like, that's, like, way too much. I'm talking about…


114
00:16:41.976 --> 00:16:49.165
Tracey Watts Cirino: the actual problem that you solve. So, the problem that you solve, because


115
00:16:50.416 --> 00:16:55.235
Tracey Watts Cirino: If that's super clear, when your ideal client goes on…


116
00:16:55.356 --> 00:16:59.345
Tracey Watts Cirino: your website, social, meets you. When that's clear.


117
00:17:00.015 --> 00:17:04.685
Tracey Watts Cirino: Then everything's easier, because, friend, your client…


118
00:17:04.735 --> 00:17:20.575
Tracey Watts Cirino: is not waking up thinking about your business. Ever. Even clients that are, like, my most high-level clients that pay me tens of thousands of dollars to do high-level work for them, they do not wake up and think about my business in any way, shape, or form.


119
00:17:21.356 --> 00:17:30.186
Tracey Watts Cirino: They never would. That's not their… that's not how it works. They wake up thinking about their problem.


120
00:17:30.716 --> 00:17:36.186
Tracey Watts Cirino: That's it. And if I can Solve their problem?


121
00:17:36.496 --> 00:17:43.385
Tracey Watts Cirino: Do it quickly, efficiently, and with so much clarity.


122
00:17:43.806 --> 00:17:47.575
Tracey Watts Cirino: that, they're like, yes, that's who I need to work with.


123
00:17:47.936 --> 00:17:56.976
Tracey Watts Cirino: That's how that real trusting relationship begins. Because, you know, it's like when you're a kid, and your mom tells you,


124
00:17:57.186 --> 00:18:04.276
Tracey Watts Cirino: honey, don't worry what everybody else thinks. Like, don't worry about if people are talking about you or what people think, because


125
00:18:04.346 --> 00:18:21.445
Tracey Watts Cirino: they're too busy thinking of themselves, right? So this is true for your clients as well. It's the same, you know, we've been telling kids and teenagers this forever. Like, people have their own stuff on their mind, their own problems, their own challenges. They are not waking up thinking about you.


126
00:18:21.996 --> 00:18:27.955
Tracey Watts Cirino: So… We don't have to spend time in that area. We have enough things to think about.


127
00:18:28.696 --> 00:18:36.646
Tracey Watts Cirino: The only thing we need to think about is being so crystal clear on the problem that we solve that


128
00:18:36.826 --> 00:18:52.025
Tracey Watts Cirino: that our ideal client, in my case, Sally, knows, yes, oh my goodness, I need to hire Tracey, because this is exactly what I need, right? So, this is also where I… I think many of us, this is including me.


129
00:18:52.276 --> 00:19:07.095
Tracey Watts Cirino: like, we can get caught up. So, this happens so often. So, we know our business so well, right? We know everything we can do. Like, this extensive menu of services and, like, offers.


130
00:19:07.596 --> 00:19:10.665
Tracey Watts Cirino: We know all the ways we can help.


131
00:19:11.306 --> 00:19:19.946
Tracey Watts Cirino: We know our… like, expertise. We… we have this vast…


132
00:19:20.076 --> 00:19:31.506
Tracey Watts Cirino: catalog of experience and things that have worked for other clients that we've worked with. We know our process, we know all the things that make us different, and because we know all of it.


133
00:19:32.196 --> 00:19:39.856
Tracey Watts Cirino: And we are this expert, we want to tell people all of it, because if you just knew all of it.


134
00:19:40.386 --> 00:19:45.576
Tracey Watts Cirino: your life would be so much better and be so amazing, right? Like, we just want to help


135
00:19:46.326 --> 00:19:47.596
Tracey Watts Cirino: serve and…


136
00:19:47.786 --> 00:19:53.506
Tracey Watts Cirino: Serve the world and take care of them in such a deep, meaningful way that, like, ugh, we're just trying to give it all to them.


137
00:19:54.046 --> 00:20:11.546
Tracey Watts Cirino: But clarity doesn't come from saying more, and saying everything all at once. It could be like a… it's like a fire hose. It's like running someone over, right? Like, in a cartoon, like, you run them over. Well, we're humans here, we don't pop back up as fast as the cartoon, so…


138
00:20:11.926 --> 00:20:24.435
Tracey Watts Cirino: clarity… Often comes from refinement, from knowing, you know, what actually matters most for the stage of where


139
00:20:24.586 --> 00:20:27.995
Tracey Watts Cirino: my client is right now, right? Because…


140
00:20:28.886 --> 00:20:35.306
Tracey Watts Cirino: This is true for most business owners and most clients that I work with. You know, We have…


141
00:20:35.616 --> 00:20:45.875
Tracey Watts Cirino: clients that are in all different levels of their problem that are working with us, right? We have, like, for me, like, I have some in high-level mentorships that


142
00:20:45.896 --> 00:21:04.606
Tracey Watts Cirino: you know, we're working one-to-one all the time, or I have other clients that I meet with once a quarter, and we do a VIP day, and we knock out a ton of stuff. Then I have other clients that are, you know, newer, and they're just in one of my done, you know, like, one of my…


143
00:21:04.636 --> 00:21:14.116
Tracey Watts Cirino: courses that they can just go online and do themselves anytime. They can do it at midnight, they can do it whatever. You know, and other people in the highest levels.


144
00:21:14.416 --> 00:21:22.556
Tracey Watts Cirino: hire us for the done-for-you services. So, the thing is, is that no matter what your industry, you have people in different levels.


145
00:21:22.736 --> 00:21:28.066
Tracey Watts Cirino: And… that… Is where this clarity


146
00:21:28.346 --> 00:21:33.706
Tracey Watts Cirino: It's gonna come from knowing what matters most, and knowing where your clients are at.


147
00:21:34.166 --> 00:21:35.096
Tracey Watts Cirino: So…


148
00:21:35.436 --> 00:21:49.186
Tracey Watts Cirino: I'd like to make this distinction here that is really important, right? This is… it's really important to me that this drives it home for you. So, I don't believe the answer is always to niche down.


149
00:21:49.416 --> 00:22:04.106
Tracey Watts Cirino: I don't believe that. I really don't believe in niching, because I don't like to be put in a box personally. I have a vast array of interests. I have businesses and, income streams that are in various industry.


150
00:22:05.026 --> 00:22:24.086
Tracey Watts Cirino: And I know I've talked about this before, and I will probably keep talking about it, because I think there's a huge misunderstanding around this. So, I don't believe you have to put yourself in a tiny little box and say, oh, this is the only person I will ever serve, and this is my niche. I don't… I don't really resonate with that, it never felt good to me.


151
00:22:24.086 --> 00:22:27.056
Tracey Watts Cirino: I think when I first started in my online business.


152
00:22:27.056 --> 00:22:39.745
Tracey Watts Cirino: that I spent probably a year of frustration. I spent so much time, money, and energy around trying to solve this, and it just frustrated me, it pissed me off, and really didn't get me anywhere.


153
00:22:39.876 --> 00:22:42.676
Tracey Watts Cirino: That's the God's honest truth. So…


154
00:22:42.906 --> 00:22:47.455
Tracey Watts Cirino: what I believe… I believe in being specific.


155
00:22:47.816 --> 00:22:50.856
Tracey Watts Cirino: being as specific as possible. And…


156
00:22:51.006 --> 00:23:00.805
Tracey Watts Cirino: That's a tongue twister, so yeah, hopefully you can say that even clearer and more specifically than I can. So, and what I mean by specific


157
00:23:02.006 --> 00:23:16.216
Tracey Watts Cirino: is very different from niche, right? That, like, quote-unquote niche, because when you are specific, you make it easy for someone to say, that's me, that's exactly


158
00:23:16.846 --> 00:23:27.585
Tracey Watts Cirino: what I've been looking for. That's the moment that we're looking for. It's not, wow, oh, she's in that niche where she works with women. Like, great.


159
00:23:28.586 --> 00:23:33.815
Tracey Watts Cirino: Do you get it? Like, people tell you to niche down and, like, pick this specific thing.


160
00:23:34.586 --> 00:23:35.566
Tracey Watts Cirino: I'm…


161
00:23:35.806 --> 00:23:46.405
Tracey Watts Cirino: it's the moment where it shifts for your potential client, where they say, she gets me, she must be in my head, that's me, that's exactly what I was looking for.


162
00:23:47.006 --> 00:23:48.646
Tracey Watts Cirino: the moment…


163
00:23:49.586 --> 00:24:00.715
Tracey Watts Cirino: We get there through being specific, not the niching thing, where it's like, wow, yay, she works with women, or she helps entrepreneurs, or…


164
00:24:00.716 --> 00:24:18.345
Tracey Watts Cirino: she helps people become more successful. Like, those things are all true, but they're not, like, making light bulbs go off. They're not creating an emotional connection to where your client's like, oh, I must hire you for that. Like, that's exactly what I've been looking for. That, like, doesn't happen there. So…


165
00:24:18.416 --> 00:24:29.326
Tracey Watts Cirino: I've never resonated with that language. And it's also… This is where…


166
00:24:29.866 --> 00:24:37.466
Tracey Watts Cirino: You might realize that these niches aren't specific enough to create this sort of recognition of, like, wow.


167
00:24:37.876 --> 00:24:52.976
Tracey Watts Cirino: they're seeing it… they're sort of seeing you mirror their problem back to them in a way that recognition for them is gonna sound like, oh my gosh, that's exactly the problem I'm having. Wow, you said it better than I could.


168
00:24:53.046 --> 00:25:01.656
Tracey Watts Cirino: That is when somebody recognizes their problem in your message. You've created an opening, and I think we did a podcast


169
00:25:01.746 --> 00:25:05.136
Tracey Watts Cirino: episode about this a while back. That was, like.


170
00:25:05.286 --> 00:25:13.756
Tracey Watts Cirino: where you're the expert, that you're, like, in the jar. So it's almost like you're in the jar with your expertise and all this stuff, and…


171
00:25:13.956 --> 00:25:29.045
Tracey Watts Cirino: they don't know what's going on in the jar, they just see you talking from inside the jar. So, once you hit that moment where they have that recognition, and it sounds like, oh my gosh, that's exactly the problem I've been having.


172
00:25:29.616 --> 00:25:30.886
Tracey Watts Cirino: Can you help me?


173
00:25:30.996 --> 00:25:41.065
Tracey Watts Cirino: Now they can listen. Now they can explore, now they can get to know you, and now they can begin to trust.


174
00:25:41.436 --> 00:25:47.066
Tracey Watts Cirino: And then, once you have that, Trust threads sort of open.


175
00:25:47.326 --> 00:25:52.995
Tracey Watts Cirino: now they can take the next step. And honestly, for some… for some clients, they…


176
00:25:53.186 --> 00:26:06.665
Tracey Watts Cirino: want to go right into a higher level offer, so I always say to have those available. But some people need to go through, you know, steps in a process, and so they are going to start with


177
00:26:06.986 --> 00:26:22.686
Tracey Watts Cirino: a lower-priced item, like one of my books. So, think about your business in this way. It's like, you know, sometimes people want to test you out. They, like, they trust you, but they're not 100% that you totally get it, so they'll start with something lower cost.


178
00:26:22.686 --> 00:26:29.816
Tracey Watts Cirino: And you want to have those available in sort of your menu of things that you offer.


179
00:26:30.606 --> 00:26:31.696
Tracey Watts Cirino: So…


180
00:26:32.236 --> 00:26:44.756
Tracey Watts Cirino: you want to make it so easy for them to take the next step, no matter where they are in wanting the problem solved. So, the clearer you are about the different opportunities.


181
00:26:44.936 --> 00:26:45.816
Tracey Watts Cirino: that…


182
00:26:46.046 --> 00:27:03.266
Tracey Watts Cirino: are available to work with you, the better it is. It's like, the better it gets, the better it gets. Like, yay, we just want more of this. That's how my most ideal clients find me, and I love that, right? Like, one person starts at a high-cost offer, but then refers a friend.


183
00:27:03.266 --> 00:27:21.616
Tracey Watts Cirino: into, oh, did you… have you read Tracey's book? Or… or here's this, digital tool, this asset that she… that she has available that, you know, you can download it and create this asset in your business. You know, I have a lot of digital tools like that that are more of the lower-cost offers. So.


184
00:27:21.876 --> 00:27:27.066
Tracey Watts Cirino: that… you want to just make sure you have those available in your business. And…


185
00:27:27.986 --> 00:27:37.996
Tracey Watts Cirino: Now, let's talk about signs that your message might actually be the reason you're not getting enough clients, right? Because…


186
00:27:39.636 --> 00:27:41.256
Tracey Watts Cirino: It could be, like, not…


187
00:27:41.736 --> 00:27:52.205
Tracey Watts Cirino: like, the number one thing is that you are constantly over-explaining what you do. So, if you feel like you need 5 minutes to answer the question.


188
00:27:52.496 --> 00:27:55.636
Tracey Watts Cirino: So, what do you do? Like, when people say that?


189
00:27:56.306 --> 00:28:06.676
Tracey Watts Cirino: That's information. That's information. If every sales conversation starts with you explaining your business from the beginning, that…


190
00:28:07.226 --> 00:28:13.045
Tracey Watts Cirino: That sort of information If people regularly say.


191
00:28:13.166 --> 00:28:16.006
Tracey Watts Cirino: I don't really understand what you do.


192
00:28:16.326 --> 00:28:30.596
Tracey Watts Cirino: that's information. Like, consider this feedback. This is, like, good information. So I want you to look at it through the lens where you're not… like, it's with no judgment. Just take this as good information, good feedback, that you're like, okay, I…


193
00:28:30.596 --> 00:28:36.905
Tracey Watts Cirino: I don't mean this as a criticism, I don't want you to shame yourself, blame yourself, these…


194
00:28:36.906 --> 00:28:41.336
Tracey Watts Cirino: I want you to look at it through, like, a little detective getting curious, I mean…


195
00:28:41.346 --> 00:28:44.495
Tracey Watts Cirino: Look at it as a clue. It's a clue.


196
00:28:44.846 --> 00:28:45.796
Tracey Watts Cirino: So…


197
00:28:46.666 --> 00:29:01.255
Tracey Watts Cirino: It's a clue, because if you have to explain everything before somebody understands the value of your message, the value of your message, like, your message may be doing, like… it's, like, not doing enough of the work for you.


198
00:29:01.616 --> 00:29:16.215
Tracey Watts Cirino: So, you know, when I say something like, when someone's like, what do you do? I'm like, I translate your expertise that you have as this beautiful business owner into language that your ideal buyers


199
00:29:17.586 --> 00:29:19.375
Tracey Watts Cirino: Want to buy from you.


200
00:29:19.676 --> 00:29:33.976
Tracey Watts Cirino: So, that's, like, simple clean, right? And I… back to when I was in the salon, and I have a lot of salon owner clients, and I still do a lot of work in that space, and it's so interesting, because it's like.


201
00:29:35.146 --> 00:29:39.705
Tracey Watts Cirino: I… would say, you know, I…


202
00:29:39.826 --> 00:29:58.016
Tracey Watts Cirino: help you look and feel your best. Like, I make your cut and color work synergistically together to help you feel more youthful. You know, like, I would say that. I would never be like, oh, I just color some hair. Like, that's, like, everybody would say that. And it's funny, this brings up an interesting point.


203
00:29:59.216 --> 00:30:03.356
Tracey Watts Cirino: as we segue into number two, I'm gonna tell you a story. So.


204
00:30:03.546 --> 00:30:12.136
Tracey Watts Cirino: the other thing that you might be looking at is people like your content, but they don't know what to do next. So, you may get…


205
00:30:12.366 --> 00:30:20.406
Tracey Watts Cirino: comments, you get likes, people tell you, oh, I love this, or that's such a powerful quote, or you always say exactly what I needed to hear.


206
00:30:21.336 --> 00:30:25.495
Tracey Watts Cirino: That's so good! Or, oh, it's interesting. And yet.


207
00:30:26.336 --> 00:30:35.906
Tracey Watts Cirino: you're not getting more clients on your books, nobody's inquiring about your offers, nobody is, like, asking, like, how do I work with you? Right?


208
00:30:36.016 --> 00:30:41.865
Tracey Watts Cirino: When you're showing up on social, when you're in person, someone introduces you at a party, like.


209
00:30:42.026 --> 00:30:52.595
Tracey Watts Cirino: If it's… like, if this doesn't automatically… it doesn't automatically mean that your content or your message is bad, it just might mean there's a gap between


210
00:30:53.856 --> 00:30:58.786
Tracey Watts Cirino: The connection that you're creating for your ideal client?


211
00:30:59.706 --> 00:31:07.556
Tracey Watts Cirino: And… what leads to an actual sales conversion. So, people may like you.


212
00:31:08.276 --> 00:31:27.435
Tracey Watts Cirino: But they're not… they might even trust you on some level, but they're not convinced that you're the right person to solve their problem. They may even believe that you're knowledgeable, but do they understand the problem you solved? Do you… they're asking, do you, this expert.


213
00:31:28.096 --> 00:31:33.055
Tracey Watts Cirino: really understand me? Could you really be the person that helps me solve my problem? No.


214
00:31:33.216 --> 00:31:38.975
Tracey Watts Cirino: Like, it's that they need to absolutely believe that you're the person that can solve their problem.


215
00:31:39.106 --> 00:31:46.676
Tracey Watts Cirino: And that's the funny thing, so this… this is the story I want to tell you. I remember years ago, I…


216
00:31:47.446 --> 00:31:55.905
Tracey Watts Cirino: was in the salon space for a very long time, and there was a gentleman that worked at a neighboring salon. So, yes, you could say we were competitors.


217
00:31:55.906 --> 00:32:13.665
Tracey Watts Cirino: But we also both were, like, in, the hair show circuit, you know, like, teaching and presenting on stage and, you know, doing stage work. So I really found it to be interesting that he loved to go to parties, and almost like he would always run into one of my clients and start a conversation.


218
00:32:13.666 --> 00:32:23.256
Tracey Watts Cirino: And it would be really interesting, because he would say something about being, like, being cheaper.


219
00:32:23.366 --> 00:32:28.115
Tracey Watts Cirino: than… than me, at color and, you know, services, and…


220
00:32:29.196 --> 00:32:33.666
Tracey Watts Cirino: It's funny, because not one of those clients that he ever tried to, like, poach


221
00:32:33.866 --> 00:32:39.605
Tracey Watts Cirino: Ever took him up on it, because my clients never came to me for that.


222
00:32:39.786 --> 00:32:56.486
Tracey Watts Cirino: Right? I never was competing on price. If anything, I was probably the most expensive in the area, right? Like, not everybody can say that they left an industry at the top of… like, I was charging $500 for haircuts. Like, that's when I was like, it's time for me to do something else.


223
00:32:56.526 --> 00:33:00.755
Tracey Watts Cirino: I've grown as much as I can in this industry.


224
00:33:01.176 --> 00:33:16.996
Tracey Watts Cirino: when it comes to personally doing services, now I get to help people in, you know, a different way with my coaching and mentoring services, but I always found it to be so funny, it's like, you're missing the point. So, do you want to be known for the discounts and, you know.


225
00:33:16.996 --> 00:33:22.305
Tracey Watts Cirino: And that's what you're going after, that's great, but own that category, if that's what you're doing.


226
00:33:22.306 --> 00:33:27.835
Tracey Watts Cirino: But you are never gonna poach a client from me by that being the angle that you use.


227
00:33:27.836 --> 00:33:32.886
Tracey Watts Cirino: So you want to be really clear and unapologetic, because


228
00:33:32.946 --> 00:33:45.266
Tracey Watts Cirino: I always looked at it like a healthy competition, like, more power to you. I can't wait to see how this goes, right? And he was incredibly talented, and so good at it, but he was not…


229
00:33:46.146 --> 00:33:54.215
Tracey Watts Cirino: I was never, like, the person that was totally booked with, referrals and repeats, because he was not positioning himself.


230
00:33:54.556 --> 00:34:04.015
Tracey Watts Cirino: as a true expert. He was trying to compete on pricing, and that is not gonna ever attract


231
00:34:04.016 --> 00:34:22.576
Tracey Watts Cirino: the… the type of, like, high-end client that… that I really help my clients work, you know, work towards getting. So, that is just, like, there's such a gap between the connection, right? And this is, like, this is why this story is perfect, because there was such a gap between the connection and how it…


232
00:34:22.785 --> 00:34:31.576
Tracey Watts Cirino: you know, And how it was converted into actual sales, like, that conversion, because he wasn't getting it. So…


233
00:34:32.196 --> 00:34:37.286
Tracey Watts Cirino: you want it to be so clear about what the next step is, right? So…


234
00:34:37.476 --> 00:34:42.135
Tracey Watts Cirino: Number… number 3 is that I see… I see this happening all the time.


235
00:34:42.575 --> 00:34:53.545
Tracey Watts Cirino: And it can kind of be a big deal, but I see people constantly changing your offer. So, this one's a big one. So, I know that


236
00:34:54.186 --> 00:34:56.116
Tracey Watts Cirino: This one, personally, because…


237
00:34:57.186 --> 00:35:09.886
Tracey Watts Cirino: I work with a lot of entrepreneurs, I work with a lot of creative entrepreneurs and people in creative industries, and myself included, we have ideas, I see opportunities everywhere, I think about.


238
00:35:09.886 --> 00:35:18.265
Tracey Watts Cirino: Maybe I should package it this way, maybe I should call it this, maybe I should create this offer. Oh, wow, okay, maybe…


239
00:35:18.426 --> 00:35:25.445
Tracey Watts Cirino: people would want this instead. Like, this is something that might happen to you. And sometimes that's exactly the right move.


240
00:35:26.006 --> 00:35:34.825
Tracey Watts Cirino: You know, sometimes that's exactly the right move, but sometimes we're changing the offer because we're trying to solve a messaging problem.


241
00:35:35.126 --> 00:35:36.316
Tracey Watts Cirino: with…


242
00:35:37.326 --> 00:35:49.246
Tracey Watts Cirino: a product problem. So, what I mean by that is, you know, you might want to create a new offer, you might really want to do something else instead, you might want all of that, but


243
00:35:49.376 --> 00:35:51.995
Tracey Watts Cirino: But, I strongly urge you to pause.


244
00:35:52.646 --> 00:36:12.165
Tracey Watts Cirino: Because those are not the same thing. Messaging problem is very different than your product problem, so I want you to be clear on which problem you're solving. Before you create another offer at all, you want to ask yourself, does my ideal client actually understand the value of the offer I already have?


245
00:36:12.166 --> 00:36:13.706
Tracey Watts Cirino: Because sometimes.


246
00:36:13.886 --> 00:36:23.805
Tracey Watts Cirino: the offer is amazing. Like, I've had a lot of clients over the years, especially, my clients that are coaches and authors. Those clients


247
00:36:24.086 --> 00:36:29.985
Tracey Watts Cirino: when I've helped them, like, create courses, they have a compelling


248
00:36:30.076 --> 00:36:44.886
Tracey Watts Cirino: really credible offer, but their marketing and messaging is so off. So it's so often not that we have to create anything new, it's the matter of repositioning it, repackaging it. It's like,


249
00:36:45.316 --> 00:37:02.295
Tracey Watts Cirino: just refining it, right? It's… and I… this is another… it's funny how there's so much overlap in what I do, but it's, like, so much of the best artistic creations were not about exactly how much hair you leave on the floor, it's…


250
00:37:02.536 --> 00:37:13.455
Tracey Watts Cirino: what's left, like, what's on the floor, it's like what's left on the head. That's what creates the beautiful look, right? It's like, when you're hanging a beautiful painting on the wall.


251
00:37:13.586 --> 00:37:21.205
Tracey Watts Cirino: what is the refinement of what's left, right? Not the paint that's splashed on the floor. So here's the thing.


252
00:37:22.116 --> 00:37:37.395
Tracey Watts Cirino: you need to be clear on, is it a messaging problem or a product problem? So, I strongly urge you, if you haven't already, write this one down. Does my ideal client actually understand the value of the offer I already have?


253
00:37:38.916 --> 00:37:56.485
Tracey Watts Cirino: That's a very different question, and that is going to give you a powerful answer as to what direction you need to go to fix the problem that you're having. So, the number 4 is your marketing keeps changing because you don't know what to say. And what I mean by that is that


254
00:37:57.626 --> 00:38:04.675
Tracey Watts Cirino: This is, like, this is another one I see constantly, and… and I'm all about talking about many different things.


255
00:38:04.846 --> 00:38:22.096
Tracey Watts Cirino: But through the lens of resonance, right? Like, I talk about healthy… planning healthy meals for my kids. I talk about taking care of the dogs, I talk about a freedom lifestyle business. I talk about my love of business, and how business is…


256
00:38:22.356 --> 00:38:24.255
Tracey Watts Cirino: The… this sort of…


257
00:38:25.166 --> 00:38:42.335
Tracey Watts Cirino: fast track to personal growth and development. If you really want to get to know yourself, start a business, because you can't hide. All of your dark, shadowy pieces get exposed. So, I talk about this. I talk about helping experts


258
00:38:43.246 --> 00:38:45.116
Tracey Watts Cirino: Get that.


259
00:38:45.376 --> 00:38:58.205
Tracey Watts Cirino: expert language translated into money messaging language. That makes your ideal clients want to buy immediately. You know, I speak on stage about female empowerment, I write books about it, so…


260
00:38:58.386 --> 00:39:01.435
Tracey Watts Cirino: I'm… I do a lot of things, and…


261
00:39:01.846 --> 00:39:13.875
Tracey Watts Cirino: that is not said in any way to brag. That's said in the way that, like, I get that so many of us creative entrepreneurs, we're multifaceted. We have lots of interests, and I will never, ever


262
00:39:14.596 --> 00:39:28.845
Tracey Watts Cirino: allow anyone to shame me for that again, so I encourage you not to allow anyone to shame you for that. Go with your being your best self, and put out there what's important to you. But with resonance, too.


263
00:39:29.126 --> 00:39:37.826
Tracey Watts Cirino: like, Monday you're talking about one thing, but you completely go over to Wednesday, something completely different that's not relevant and doesn't make sense.


264
00:39:39.126 --> 00:39:46.126
Tracey Watts Cirino: what I'm saying is that I might talk about a lot of stuff, but the essence of who I am, my core values.


265
00:39:46.426 --> 00:39:56.816
Tracey Watts Cirino: The core of how I'm so heart-centered and deeply passionate about helping my clients Create a business that


266
00:39:56.816 --> 00:40:21.235
Tracey Watts Cirino: generates the revenue that gives them the freedom to live a life that they design, by choice. That it's not something that is left to autopilot, they aren't blindly going at it like a sheep just because they're, like, settling into circumstance. They're making conscious decisions. This resonance is clear in everything I do. How I parent, how I teach, how I coach, how I write, how I speak, how I podcast, how I show up as a guest.


267
00:40:21.636 --> 00:40:25.416
Tracey Watts Cirino: I'm saying that you need 2.


268
00:40:26.396 --> 00:40:45.206
Tracey Watts Cirino: Make sure you're not hopping and skipping all over to where you're just making someone feel like they're in a pinball machine as they're watching you. And next week, you discover this whole new marketing strategy, and suddenly you're talking about something else that is exactly the opposite of what you talked about last week.


269
00:40:47.066 --> 00:41:05.555
Tracey Watts Cirino: is signaling to everybody that you're very exhausted. And when you're exhausted and don't have clarity, you're not going to be the ideal choice of a person that can help them solve their problem with clarity and conviction, right?


270
00:41:06.176 --> 00:41:07.006
Tracey Watts Cirino: I don't…


271
00:41:07.446 --> 00:41:14.085
Tracey Watts Cirino: necessarily think that you need to have more content ideas, if that's where you are. You need to…


272
00:41:15.046 --> 00:41:29.256
Tracey Watts Cirino: clarify your message in a way that makes it have a clear foundation. You can talk about a lot of different things that you're interested in if you're genuinely passionate about it, but there needs to be resonance that it still feels like you. And…


273
00:41:29.386 --> 00:41:38.815
Tracey Watts Cirino: That's what's gonna make people compelled and magnetically drawn to work for you, like, to work with you, or for you, when you're hiring your team.


274
00:41:39.396 --> 00:41:42.066
Tracey Watts Cirino: It's like… that…


275
00:41:42.216 --> 00:41:56.466
Tracey Watts Cirino: potency of who you are is what makes people magnetically drawn to you. Like, that… that's, like, where people love to work with me, because I initiate them into action. Like, I'm often that loving kick in the pants, right? It's like…


276
00:41:56.466 --> 00:42:06.165
Tracey Watts Cirino: you might know what you have to do, but you need someone like me to help alongside of you, to mentor you every step of the way so it actually gets done, right? Because there's a very… it's very different


277
00:42:06.876 --> 00:42:11.105
Tracey Watts Cirino: set of skills to knowing and doing. So…


278
00:42:13.326 --> 00:42:16.175
Tracey Watts Cirino: I leave you with this, like, because…


279
00:42:16.286 --> 00:42:27.436
Tracey Watts Cirino: This can get really fuzzy when you're all over the place, but once you have that clear message foundation, once you have that, and you're really clear on


280
00:42:28.316 --> 00:42:30.866
Tracey Watts Cirino: You know what you stand for.


281
00:42:31.036 --> 00:42:33.016
Tracey Watts Cirino: You know who you help.


282
00:42:33.556 --> 00:42:45.005
Tracey Watts Cirino: you're very clear on the problem you solve. I'm very clear, like, for me, I'm very clear on the problem I solve, and I may create lots of different products and services that


283
00:42:45.296 --> 00:42:48.195
Tracey Watts Cirino: Fit with my clients in different ways.


284
00:42:48.676 --> 00:43:03.055
Tracey Watts Cirino: But the problem I solve is very clear, right? I just might create different offers. So, the transformation you… like, when you're clear on the transformation you create, and the language that connects all of it.


285
00:43:03.516 --> 00:43:10.015
Tracey Watts Cirino: Your content gets easier. Your marketing gets easier. The sales get easier.


286
00:43:10.146 --> 00:43:19.146
Tracey Watts Cirino: And because you're no longer reinventing your message, like, every Monday morning when you're like, oh, what should I post? When you, you know, you sit down to create something.


287
00:43:19.706 --> 00:43:24.185
Tracey Watts Cirino: You're much more clear on where your body of work is coming from.


288
00:43:24.896 --> 00:43:25.826
Tracey Watts Cirino: And…


289
00:43:27.226 --> 00:43:31.865
Tracey Watts Cirino: this is the part I just really want to drive home even more. I really want you to hear that


290
00:43:32.006 --> 00:43:40.915
Tracey Watts Cirino: your message does not have to be perfect, we are not going for that, mine is not. I am constantly refining it, re… like, just, like…


291
00:43:41.346 --> 00:43:50.695
Tracey Watts Cirino: fine-tuning, I'm constantly listening to clients, and even, like, the world, like, what…


292
00:43:51.416 --> 00:44:02.116
Tracey Watts Cirino: what's needed? And I listen to myself often. I feel like I get these, like, intuitive downloaded hits, like, oh, this is really something new that I want to create. So.


293
00:44:03.646 --> 00:44:11.665
Tracey Watts Cirino: I start to notice the questions that people are asking me. I pay attention to the words that people use.


294
00:44:12.776 --> 00:44:21.875
Tracey Watts Cirino: I'm looking at what's resonating, and where people, like, might back away. Like, maybe that's too much, maybe it's too soon, too early. So…


295
00:44:22.426 --> 00:44:24.795
Tracey Watts Cirino: I'm not looking at…


296
00:44:25.126 --> 00:44:33.936
Tracey Watts Cirino: what's not right, or, you know, fixing myself. I'm looking at clear, like… because if you're clear.


297
00:44:35.316 --> 00:44:41.996
Tracey Watts Cirino: and then you realize that something isn't the way you decided. Like, so…


298
00:44:43.166 --> 00:44:56.656
Tracey Watts Cirino: I can look back on my life, and there have been so many times I believed something with absolute conviction, and it served me for a time, right? It served me for a time. But then I learned, I grew, I expanded, I…


299
00:44:56.656 --> 00:45:05.956
Tracey Watts Cirino: you know, I became more knowledgeable, I got more wisdom in that area and a different area, and maybe my view and my belief around this changed.


300
00:45:06.356 --> 00:45:20.375
Tracey Watts Cirino: But I don't look at it like I went backwards, I look at it as evolution. So I'm saying not to skip around like that, right? It's allow yourself the grace to expand and have more growth.


301
00:45:20.576 --> 00:45:21.456
Tracey Watts Cirino: Right?


302
00:45:23.466 --> 00:45:30.016
Tracey Watts Cirino: That is where the clarity gets stronger as you listen, right?


303
00:45:30.646 --> 00:45:31.636
Tracey Watts Cirino: I…


304
00:45:31.926 --> 00:45:43.705
Tracey Watts Cirino: Do not recommend listening to feedback from everyone, because there are tons of people out there that are not your ideal client, that have no idea what they're talking about, and we cannot let them into our heart and mind. Their feedback doesn't matter. Sorry.


305
00:45:43.996 --> 00:45:45.526
Tracey Watts Cirino: Sorry, I'm not sorry.


306
00:45:45.676 --> 00:45:59.925
Tracey Watts Cirino: Guard your heart, protect yourself, listen to the feedback that genuinely resonates with what you're trying to do, and will genuinely help you get better at serving your clients and solving their problems.


307
00:46:01.246 --> 00:46:07.865
Tracey Watts Cirino: Clarity gets stronger and stronger as you listen to the right people, the right things.


308
00:46:07.956 --> 00:46:13.536
Tracey Watts Cirino: So, that's definitely one of the reasons I'm so passionate about this work that I do, because


309
00:46:13.626 --> 00:46:22.736
Tracey Watts Cirino: I've been doing it for a long time, and I still believe there is always another layer of clarity. There's always another…


310
00:46:22.796 --> 00:46:41.405
Tracey Watts Cirino: layer available of how I can deliver it where it lands even clearer, even cleaner for my clients. So, I will continue to refine my message. I will continue to practice my next stage presentation. Like, it needs to continually evolve.


311
00:46:41.406 --> 00:46:53.786
Tracey Watts Cirino: And it doesn't mean that you failed, because when you look back, you're speaking about your offer different. It means you're evolving, it means you're expanding, it means you're building something of value. Your business evolves.


312
00:46:53.786 --> 00:47:04.466
Tracey Watts Cirino: Your clients evolve, your offers evolve, your experience expands, it elevates, and your message gets to evolve and elevate with you.


313
00:47:05.396 --> 00:47:06.276
Tracey Watts Cirino: So…


314
00:47:07.866 --> 00:47:19.435
Tracey Watts Cirino: Here's the clarity test I want you to use. Take your business and answer these 5 questions. Are you ready? For those of you that are able to.


315
00:47:19.766 --> 00:47:21.286
Tracey Watts Cirino: Pause this video.


316
00:47:21.856 --> 00:47:40.326
Tracey Watts Cirino: get a piece of paper and write these down. For those of you that are driving, save this episode so that you can come back and answer these questions. So, one, you want to answer this question. Who do I help? Not everyone, not anyone who needs this.


317
00:47:40.696 --> 00:47:45.156
Tracey Watts Cirino: Not who's the person you unders… like, not, like…


318
00:47:45.476 --> 00:47:54.236
Tracey Watts Cirino: everyone that will pay me. Like, I've heard that so many times, when I'm like, okay, who do you help? They're like, anyone that will pay me. Okay, no. That… that's not gonna help.


319
00:47:54.346 --> 00:47:55.216
Tracey Watts Cirino: So…


320
00:47:55.426 --> 00:48:03.355
Tracey Watts Cirino: Who do you help? Ask yourself that question. Who is the person you understand? Who is the person whose problem you know how to solve?


321
00:48:03.606 --> 00:48:14.555
Tracey Watts Cirino: Number two, what problem do I solve? Not what you do, not, oh, I'm a business coach, or I'm a salon owner, not that. What problem do you solve?


322
00:48:14.906 --> 00:48:23.675
Tracey Watts Cirino: the problem. What is happening in your client's life or business that makes them start looking for your help?


323
00:48:24.806 --> 00:48:28.515
Tracey Watts Cirino: Number 3, what do I help them do?


324
00:48:29.306 --> 00:48:32.355
Tracey Watts Cirino: Have, achieve, or change.


325
00:48:33.826 --> 00:48:40.396
Tracey Watts Cirino: what is different because you exist, right? Number four, what does…


326
00:48:41.066 --> 00:48:44.706
Tracey Watts Cirino: I'm sorry, why does my approach matter?


327
00:48:45.966 --> 00:48:53.376
Tracey Watts Cirino: What do you… what do you see differently? What do you believe that others in your industry may not? Right? Like, I…


328
00:48:53.766 --> 00:49:03.656
Tracey Watts Cirino: work with clients all the time that hire me for marketing, and I view marketing, your business, and messaging so differently.


329
00:49:04.836 --> 00:49:08.416
Tracey Watts Cirino: So, it was like, what's your perspective? What's your perspective?


330
00:49:08.626 --> 00:49:11.445
Tracey Watts Cirino: And number five, what do I want?


331
00:49:11.646 --> 00:49:16.255
Tracey Watts Cirino: the right person, that right ideal client, what do I want them to do next?


332
00:49:16.516 --> 00:49:20.465
Tracey Watts Cirino: Like, what's the next step you want them to take?


333
00:49:21.286 --> 00:49:39.355
Tracey Watts Cirino: because clarity isn't just about understanding, clarity creates movement, right? It initiates your clients into action, and this is what we want, right? I say this all the time, and I think I've been quoted, I don't know, thousands of times with saying this, is that


334
00:49:42.636 --> 00:49:44.916
Tracey Watts Cirino: Clarity creates this movement.


335
00:49:45.486 --> 00:49:48.646
Tracey Watts Cirino: You do not have a business unless you have a sale, right?


336
00:49:49.036 --> 00:49:50.746
Tracey Watts Cirino: You just have…


337
00:49:51.026 --> 00:49:58.415
Tracey Watts Cirino: a logo, right? So you need a sale. If your ideal client understands your message, but doesn't know what to do next.


338
00:49:58.746 --> 00:50:12.256
Tracey Watts Cirino: you've stopped one step too short. They need to take action, right? It's like, I'll often teach my author and coaching, you know, my clients that are coaches and authors, I will teach them, like, you need to ask


339
00:50:12.256 --> 00:50:21.275
Tracey Watts Cirino: them to buy the book. Like, they need to take action to buy your book, right? So, you don't want to stop


340
00:50:21.486 --> 00:50:26.456
Tracey Watts Cirino: Sure, you want to make sure that you're leading your clients into action.


341
00:50:27.556 --> 00:50:33.885
Tracey Watts Cirino: And then, we'll tie this all back to the original question. Why aren't you getting enough clients?


342
00:50:34.156 --> 00:50:35.186
Tracey Watts Cirino: Right?


343
00:50:35.416 --> 00:50:37.996
Tracey Watts Cirino: Why aren't you getting enough clients? So maybe…


344
00:50:38.166 --> 00:50:51.055
Tracey Watts Cirino: You do need more visibility. Maybe you need more traffic. Maybe you need a better sales process. Maybe you need more connections that lead to more sales conversions.


345
00:50:51.326 --> 00:50:54.156
Tracey Watts Cirino: There's a lot of reasons a business


346
00:50:54.326 --> 00:51:05.186
Tracey Watts Cirino: can struggle to attract clients. But before you spend another dollar on ads and marketing, before you create another 100 pieces of content.


347
00:51:06.596 --> 00:51:20.526
Tracey Watts Cirino: before you completely redesign your website. Before you change your offer yet again, I want you to look at your message underneath all of it. Because if the message isn't clear, more people seeing it


348
00:51:20.526 --> 00:51:29.795
Tracey Watts Cirino: doesn't necessarily solve the problem at all, right? It can actually amplify the confusion and make your problem bigger.


349
00:51:29.936 --> 00:51:40.756
Tracey Watts Cirino: So I don't want that for you. That is… we don't want that for you. I want your marketing to make it easier for the right people to recognize themselves in your message.


350
00:51:40.956 --> 00:51:45.916
Tracey Watts Cirino: To think, that's my problem, Then…


351
00:51:46.146 --> 00:51:51.065
Tracey Watts Cirino: wow, she understands it. Then, wow, she has a solution for me!


352
00:51:51.776 --> 00:51:54.786
Tracey Watts Cirino: Finally, I need to talk to her immediately, I want to work with her.


353
00:51:55.126 --> 00:52:03.285
Tracey Watts Cirino: That's the journey, right? Those are the light bulb moments that you want going off in your client's mind. And you need to craft a message that delivers that.


354
00:52:03.526 --> 00:52:26.676
Tracey Watts Cirino: So, that's exactly why I created something very new, very new, very special for you. It's called the Messaging Clarity Starter Kit. So, I created it because I know how overwhelming it can be to sit down and try to figure out all of this from scratch, right? Sometimes it's just like, okay, great, Tracey, you highlighted this problem, but now what?


355
00:52:26.876 --> 00:52:35.146
Tracey Watts Cirino: So, what do I say? How do I describe what I do? What's my value? What should my website headline say?


356
00:52:35.256 --> 00:52:48.255
Tracey Watts Cirino: How should I introduce myself? What do I actually say on social media? Oh, someone just asked me to go on their podcast. They want to know how to introduce me. What should I have them say?


357
00:52:48.766 --> 00:52:58.236
Tracey Watts Cirino: how do I make all of this sound like the same business and sound like me, like the actual me that I know my clients love to work with?


358
00:52:59.426 --> 00:53:02.826
Tracey Watts Cirino: These might be all the questions that are going on in your mind, and…


359
00:53:03.816 --> 00:53:20.436
Tracey Watts Cirino: The Messaging Clarity Starter Kit gives you the foundational tools to work through these questions and create a message you can actually use. So, it's not a message that sounds good on just the worksheet, it's a message you can take


360
00:53:20.816 --> 00:53:37.195
Tracey Watts Cirino: to your website. You can use it for your bio. You can use it to create content. You can use it in your everyday conversations. You can use it on your offer in sales pages. You can use it in your marketing. You can use it on your sales calls. You can use it


361
00:53:37.526 --> 00:53:42.046
Tracey Watts Cirino: Everywhere that you naturally exist as a human.


362
00:53:42.116 --> 00:54:01.465
Tracey Watts Cirino: living her life that is also a business owner, right? Because the goal isn't to have a beautiful sentence describing your business. The goal is to become easier to understand, right? You want people to understand you and know what you can do for them every day in your business. So…


363
00:54:01.576 --> 00:54:18.286
Tracey Watts Cirino: When you're easier to understand, it becomes easier for the right people, those ideal clients, to find you, to recognize themselves in what you're saying, to trust that you understand their problem, and…


364
00:54:18.716 --> 00:54:28.045
Tracey Watts Cirino: You are the person that can solve their problem so they want to take that next step with you.


365
00:54:28.326 --> 00:54:41.895
Tracey Watts Cirino: So, before you go and create another post today, I want you to stop and ask yourself one question. If my ideal client saw my marketing today, would they immediately recognize that I solved the problem?


366
00:54:41.986 --> 00:54:49.796
Tracey Watts Cirino: that they're trying to solve, like, they woke up today trying to solve it. If the answer is yes, beautiful! I'm so proud of you. Keep going.


367
00:54:50.276 --> 00:54:59.745
Tracey Watts Cirino: If the answer is maybe, or I'm not sure, that's probably some clarity work to do there. Like, that's probably where you need to work on this.


368
00:55:00.036 --> 00:55:02.385
Tracey Watts Cirino: And if the answer is no.


369
00:55:02.556 --> 00:55:09.915
Tracey Watts Cirino: Friend, don't panic. You don't need to blow up your business, you don't need to start over, you don't need to be mean or mad at yourself.


370
00:55:10.206 --> 00:55:12.136
Tracey Watts Cirino: You don't need to become somebody else!


371
00:55:12.886 --> 00:55:28.156
Tracey Watts Cirino: Seriously, do not do that! You simply need to get clearer, and we will start from where you are. Because your brilliance is not the problem. You're already the expert. Your message may simply not be carrying your brilliance clearly enough yet.


372
00:55:28.376 --> 00:55:31.105
Tracey Watts Cirino: And that's totally fixable. That…


373
00:55:31.326 --> 00:55:42.926
Tracey Watts Cirino: is what this work is. This is the work that we can do. And honestly, it's work I continue to do in my own business, like, on my own business, and with


374
00:55:43.096 --> 00:55:59.696
Tracey Watts Cirino: all of my clients in my business. So, because I don't believe clarity is a destination, I believe clarity is a business advantage. We keep refining, we keep growing, we keep expanding. And the clearer you become about the problem you solve.


375
00:55:59.946 --> 00:56:09.016
Tracey Watts Cirino: The person you solve it for, and the value you bring, the easier it becomes for the right people to say yes.


376
00:56:10.186 --> 00:56:19.095
Tracey Watts Cirino: So… I strongly urge you to grab the Clarity Messaging Starter Kit.


377
00:56:19.116 --> 00:56:33.025
Tracey Watts Cirino: As always, thank you for spending this time with me. Thanks for being here on Beyond Common Business Secrets. And if you're sitting here listening to this and thinking, okay, Tracey.


378
00:56:33.036 --> 00:56:41.195
Tracey Watts Cirino: I hear you, I know I need to get clearer, but I don't know where to start. That's exactly why


379
00:56:41.196 --> 00:56:53.665
Tracey Watts Cirino: I created this specifically for you, and that is the Messaging Clarity Starter Kit. I'll put the link in the show notes so you can take a look, and…


380
00:56:54.316 --> 00:57:11.376
Tracey Watts Cirino: As always, stay beyond amazing, and I will see you on the next one. Take care, and remember, friends, you don't need to say more. You need to make what matters easier for your ideal clients to understand.