Ep9 How To MOT Your Marketing to Steer it to Sold-Out Success

Just like a garage would get to the bottom of those squealing brakes and fix it, that’s what the Marketing MOT does. 

It sees where there’s blocks in how good your service is and people’s ability to see that and want it for themselves.

Then, it offers real messaging tweaks, a strategy and action points to make the journey to a booked out service smooth.

That's what this podcast helps you get to the bottom of!

You can find more about this service here:

https://www.consciouscreatorco.com/the-marketing-mot

I'd love to hear what you thought of this episode!

Head over to Instagram and let me know:

www.instagram.com/consciouscreatorco_

Transcript

 Hi, and welcome to The Mirror,  the podcast where conscious business owners learn how to practice marketing that is conscious, enjoyable, and a true mirror of the brilliance of their service.  This isn't another generic marketing podcast. This is where you learn the deep psychological principles that create effective marketing, where you can quiet the noise of the business world and tune in to how to do things that are a true reflection of you. 

Where you can learn how to finally have the impact you know you are capable and worthy of having.  I'm your host Emma, a marketing expert of over a decade. I truly love what I do and I'm bursting with knowledge to share with you all. So sit back, relax, and let's dive in.  Hi and welcome back to another episode. 

I am coming to my desk today, having spent yesterday at the spa, which felt like such a luxury for a Monday. It was also the 11. 11 portal as well, so it felt very significant, actually, of just this new phase I'm moving into, where things are busier, and I have more going on, and I'm working more than I have been. 

But balancing that with real luxury, stillness, rest,  and it feels amazing. I feel so excited to have a busy day today because I had such a restful one yesterday.  But there was a part of the day that wasn't particularly relaxing or restful, and that was my beautiful friend drove me, which was so kind. This was actually a gift for my 30th birthday. 

drove me there and we pulled up to a roundabout and there was this big lorry a few cars ahead of us  and this noise came so strong that it honestly felt like it was right next to us and it was so loud and of course lorries are loud but this sounded like  unusually loud and I kind of made a comment to my friend and I was like that must be really annoying for that lorry driver  that noise And she was like, Em, that's my car.

And I was like, what? What do you mean that's your car? She's like, that's my car when I brake.  And so I was like, okay, I'm scared.  And she'd had it, said the brakes were okay by the garage, but like clearly something was wrong with the car.  And obviously that's a little bit stressful. And we were kind of laughing because we were saying this is such a metaphor for my marketing M.

O. T. because you know that feeling when you are driving along and Something is not right. Maybe there's a warning light on, maybe it's a sound that you're hearing, or just this general feeling that things aren't working the way that they should be. And you may know what that is, you may know things about cars, but I personally have no idea.

So when there is something off with my car, it just makes me panic, I have not got a clue what it could even be. I don't usually even know what area of the car.  The problem is in.  And then you start to have these feelings of unease because you're like, am I going to get to my destination? Am I going to break down on the side of the road?

Am I in danger?  All these different things start to float around because you have that sense that something is off and something is not right.  Now, this is where the marketing MOT that I have created came from.  Because I was getting clients come to me saying  something is just not working within my marketing.

I'm showing up consistently, I have a good sales page, I'm promoting, I'm doing all the quote unquote right things for my marketing to be working, and yet people just aren't booking or I know that it's worthy of far more bookings than it's currently getting.  So in that same kind of way of when you're driving that car and you know something's not quite right, you're hoping you're going to get to the destination. 

It happens within marketing where you're hoping your service is going to sell out or you're going to get those bookings come in, but you also have that sense that maybe you're not quite doing your service the justice it deserves. Maybe you have this bank of five star reviews. You know you're really good at what you do, but you just don't know how to show people yet to experience your work that maybe people just aren't booking.

It's that simple. Like, you know you've got a good service, but you're putting it out into the world and the bookings aren't coming in. Or perhaps you are inviting people in, but they're clients that aren't fully aligned to the service. You're like, I don't think this is quite right for you. And I spoke about this in last week's episode.

You start to attract in those clients that you're like, I don't love my work anymore. I'm not feeling as impactful as I know it could be. Something is not right. It's not feeling aligned. It's not energizing me. I'm not enjoying it. I'm questioning and I'm doubting.  These are all signs that you need to MOT your marketing.

And what I mean by that is you need to dive in and see where things may be a little bit off, where maybe you're not quite communicating the value of your service, the way that you do things, the unique process that you have.  It could even be that it's just the invitation, so the way that you're inviting people into the service.

It could be the way that you are speaking to people isn't quite landing. And in this episode we're going to dive in how to look at your own marketing and give it a sort of MOT, because this is what I do within my marketing MOT service, which is me going and auditing your existing marketing. Us having a strategy call based on all of the things that I've pulled out that might not quite be connecting, ways that you could go deeper, make things clearer, make it more of an aligned match to the brilliance of your service. 

And then for you to go and implement that, and then for me to re audit it, just to make sure that everything is working smoothly, and your service is set up for success, for having bookings. So we're going to go over that process in this episode, because I thought it might be quite fun for you to have a little go at it yourself. 

So I'm going to tell you the things that I am looking for. So when I first land onto somebody's marketing, and this may be an Instagram page, this may be a website, it may be a sales page, a graphic, whatever it is.  What I'm first looking for is do I know I'm in the right place?  Have I landed and gone, wow, this is, I'm supposed to be here.

This is written for me.  And this is what we call the recognition phase. So if you know about my work, I work on this model called mirrored marketing, which I invented, and this is my plug and go program. So you can buy this model and implement it yourself. But essentially what I'm looking for here is do I feel seen not just in this generic, is this you way with like surface level things that I might be experiencing, but do I feel seen in a way you're not able to see me?

Do I feel seen in a way that I might not even have been able to see myself? And that's hard to do by the way. I know I kind of say this lightly, but this is what my 10 years experience in marketing has really been. It's called consumer psychology. So it's really understanding potential customers on the deepest level. 

It's not easy to do. I have a free activation called sit in the seat of your client, which I will share with you that helps you tap into this energy. But essentially what we're looking at here is do I have this recognition? Am I going, wow, I feel like you know me. This feels like it could have been written for me. 

Is that the sense that is coming through? So when you're looking at your own marketing, is that what you're giving off?  Do you, are you giving real specific examples? So when I first released this service, it was just like a little bit generic of like, do you just want your marketing to be more effective, right?

And the key bit here is that that could be for anyone and it could have been written by anyone. And that's, we're going to move on to that second phase in a minute, but bear that in mind because that is also key. But just for this first bit,  it doesn't feel like it's speaking directly to me. So when I changed the messaging, and I said,  This is for you if you have a library of 5 star reviews.

You know you're really good at what you do, and yet you're struggling to get people through the doors of it. You know if they booked, they'd have an amazing transformation, but how do you get them to book, and to get to that place?  Do you see how that's far more specific in the way that I'm talking to someone?

In that they can be like, yeah. I have all these five star reviews. I know I'm really good at what I do. I just don't know how to show that. Very different to just like, do you want to make your marketing more effective? So we're diving into this deeper sense of recognition so that when someone lands, they're like, Oh, this is talking to me. 

Then we want to create that resonance effect.  And this is not just about focusing on people. This is that second part that I was talking about where it's like, your unique style, your energy, your values, your process, your own journey and embodiment of your service is really, really evident. And I was just doing a marketing MOT on a client of mine. 

And one thing that I really pulled out was I don't get a strong sense of you in this.  Your energy is beautiful, and it's incredible, and the way that you do things is fantastic, and your why is so strong, but I don't get the sense of that when I'm looking at your marketing. And the reason this is so important is because this is where you stand out in the industry. 

As I said in a previous episode about how to stand out in saturated industries, all of us are probably operating In spaces that are occupied by many other people, and this isn't a problem, but this resonance part really hones in on your uniqueness and the reason that you stand out.  This is heavily tied to your personal brand, which you may have seen spoken about a lot. 

It's really about the unique way that you do things. Why do I want to work with you over somebody else that is offering a similar thing? And like I hinted at, this could be because we value the same things.  It could be that your energy really draws me in. It could be that we've had very similar journeys and I can really see myself within yours.

But if we aren't giving an opportunity for that resonance,  then we are missing that connection where trust is built. The higher the level of resonance, the greater the levels of trust. And as a result of that, the increased likelihood of someone hitting buy on your service, the purchase intention becomes stronger. 

And so when you're looking at your own marketing, it was really about asking that question of like, does this feel like me? Am I getting this strong sense of self here? One of my friends was auditing my website the other day, and they said that I feel like you're chatting to me.  I feel like we are having a conversation.

Your tone of voice there is really strong. And that's very important for this resonance piece.  So having a look and seeing, is my journey clear? Is there a strong sense of my why? The unique way that I do this? What I value within this service? And it doesn't need to be written in this way of, I value this.

This is my journey.  But even just saying, for example, I was on the Uncommon Folk website the other day, which I'm a partner for, if you don't already know, it's a community of Uncommon Folk online. And it said within the little ticker tape that went across the top,  No bullshit. Oh, they said no bull.  And that's a really, really prominent way of getting the values across in a really simple way.

I think it's like noble classes or that some form of like education, because we have all done masterclasses that were just so fluffy or just so like inauthentic and not true. And even just that really simple noble way of speaking about things,  shows the value,  what this company values, and then also speaks to our values.

And the same thing when these values align, the desire to purchase is so much stronger. So this is what we're really looking at within the resonance phase.  And then I'm looking at the actual service itself. And I'm saying,  Okay. Is this creating this response where I'm like, Oh my God, this is exactly what I need.

This is what I've been looking for. I didn't even know this is what I was looking for, but this is it.  And the way that we need to do this is to focus less on speaking about this is what this service includes.  This is something I see clients do all of the time. list. This is what the services, this is what it includes.

What we want to focus on here is, are we speaking to people's desires, to their problems, to their needs and presenting a transformation, a solution, some sort of solving within our marketing.  So let's use the marketing MOT.  So what I have spoken about is, What people are doing so the fact that they've got marketing they've been posting about their service.

They've got their sales page they've written it all out and Yet, they feel like it's just not quite doing their service justice People aren't as excited about it as they want them to be the bookings aren't coming through a steadily So I'm really painting this picture Um, through that recognition phase of this is what people are experiencing.

And then I speak about how the service directly solves that. So I will go into your marketing and I will look at all of it and see where there might be gaps. See where we might not be connecting because that is the piece that people are struggling to do alone. I even struggle to do that within my own marketing. 

And then I say that I am going to give you a clear strategy. And this is like questions that people have asked me of like, okay, this sounds great. How will I implement it? And when someone asked me that, I was like, Ooh, okay, I need to improve the reflection of my service here because I need to show that you will get this actionable board that is yours to keep and it will have like direct messaging pieces.

So it's not just going to be this fluffy, intangible strategy. It's going to be. Copy and paste. It's going to be something that you can refer back to, use the direct messaging within your marketing. You'll know, put that here, put that there, create this, do that. It's a very hands on way of doing things. If I just said, you'll get a notion board where you can action a strategy. 

that's not going to be giving people enough clarity. It's not doing the service the full justice that it deserves. So that's where I have to get really clear within the reflection of the service. And I'm actually just this afternoon doing a screen recording of inside of that. So people can see how in depth the audit is, how the strategy works and is implemented.

And then really getting into those details of it.  What it will include, but through the eyes of the customer. So like I said, not just a call, this, that, but what they can then go away in action. And this is where I might have a section within my marketing that says after this,  you will know exactly how to speak about your service.

You will have key messaging points to use throughout your marketing. You will have content pieces to go away and complete and then share that are designed to connect and convert to your customers.  So I'm painting this clear picture. I'm not just saying you'll come into this service and your marketing will be more effective. 

I'm really showing exactly how it is going to create these transformations. And I know that this can be hard when you are marketing something that is slightly less tangible. And this is where you might even be able to put a note in your marketing and say, so much happens within these spaces that can't be captured within a single sales page.

It would not be doing the service,  the true spotlight it deserves.  to shrink it down. But some of the things you may experience and may walk away with are. We can even speak to that. We can get creative and playful within our marketing in this regard.  And then I'm looking at, okay, I'm sold on the service.

It sounds great. What are my next steps? And this is where we start to generate that like, Oh my God, yes, sign me up kind of enthusiasm to the service because people are excited. They're ready to take that next step. It feels like a no brainer.  And this may be through a freebie. So this may be like a get started with a lead magnet. 

And then it might be the funnel that continues that journey for people.  Or it might even just be the invitation to book. What does that look like? Is the next step clear? Is it something that I want to be doing? Has it led me to that place of being ready to do it? And this is where we might include things like some reframes to resistances.

So people are like, yeah, this sounds good, but I have a little bit of resistance. Like perhaps you are selling a course here. You might say, look, I get it. You've bought courses before they stayed within your downloads. You didn't look at them or you've watched the whole thing and then had no idea how to action it afterwards.

This is where we're just really helping people on that final part.  And I was speaking about this the other day because I'd found a creator that I loved. I loved the service. I was like, yep, this is what I want. Ready to drop 250 on it. And the process to signing up  was so difficult  that I actually didn't trust the service anymore.

And this is where this whole concept of mirrored marketing comes in. Right, the associations I'm having with your service before I hit buy on it.  are telling me what I need to know about the service. So it was just impossible. The person didn't reply for two weeks. It was so clunky that by the time I actually got to the point where maybe I could have hit buy on it because I had what I needed, I no longer wanted it.

I didn't trust the service. It didn't feel aligned for me anymore.  And I see this happen a lot of like people present their offerings really well, but then I'm like, okay, and now what?  Where's that really clear invitation? So looking at your own marketing and seeing, is it obvious what's going to happen next, even after they've hit buy?

Is it clear to hit it in the first place? And then is it obvious? So once you hit buy, you will receive a form to fill out. You'll receive a booking link to book the call. You'll receive your dashboard, you know, whatever it is. Maybe you don't need that within your service, but like, is it clear what happens? 

Is there a clear path to purchase?  Are we eliminating any of the fear that people might have at this phase?  So that is the process that I go through in the Marketing MOT and you can start to see how it works in a holistic way where it goes through every part of the journey, looks at any blocks and any things that might be getting in the way of people actually hitting books.

We're making sure that people feel seen, they know it's for them. They see you and they trust you to deliver it.  They know what the service is and they can see the value of it and how it's going to impact them. And then there's a clear path for them to be booking it and taking action.  As I said, this is what we do together within the Marketing MIT.

I will do all of this auditing, we'll then have a 90 minute strategy call to dive into all of this stuff, make sure that your messaging is super clear, you're really coming through, the journey to purchase is seamless so that people actually want to go on it.  And then you can action all of that with full confidence.

If you're going to go on a long road trip and there's warning lights on, and you've got funny noises, you're not going to be confident in the journey. You're going to be on edge.  We don't want that within our marketing. It's the same thing. We want to feel confident. Like we are actually being led to a booked out service.

And this is what this designed to help you do.  I would love to know what came up here for you in terms of emoting your own marketing, any questions you have, any kind of things that you realized like, Oh, that could be improved on, or I'm doing this really well. As always, please come and share it with me because I love to hear about it.

And I hope this was helpful. It's kind of a fun way of looking at marketing that I'm just really enjoying. I think it might be one of my favorite services yet. So yeah, I would love to hear how this has landed for you. Thank you so much for listening.  Thank you so much for listening to this episode.  I really hope that it was helpful for you, and if it has made you want to find out more of the ways you can work with me, all of the information about One to One, my resources, my programs, are all listed below in the show notes. 

If you found this helpful, I would really appreciate if you could take a moment just to write a review. This helps other creators just like yourselves find this podcast and have an even greater impact from their services.  I would really, really love to hear from you. Please feel free to get in touch with me over on Instagram or via email, both of which again, you can find below. 

Thank you so much for being here and until next time.