Ep53: The Strategic Sequence That Makes Your Marketing Work

When something isn't working in our marketing, it's natural to jump straight to changing the words.

Rewriting the opt-in page.

Tweaking our emails.

Changing our social media messaging.

Or feeling like we need to choose a completely different launch event.

But what if the problem isn't coming from your messaging?

What if the problem is that your messaging is trying to communicate something that hasn't yet been strategically clarified?

In this episode, I unpack one of the biggest shifts I take my private Aligned Launch Coaching & Consulting clients through when we begin working together.

While many people expect us to start with launch event planning and messaging, we actually start further back.

We start with positioning. At the offer.

Because your messaging should flow from your positioning, not the other way around.

Your launch event needs to be a match for where your offer is positioned.

Inside this episode, I explore:

✨ The difference between positioning and messaging.

✨ Why positioning is the strategic thinking that underpins all of your marketing.

✨ The sequence I use with private clients before we ever plan their launch event, write messaging or create launch assets.

✨ Why your launch event positioning should flow directly from your offer positioning.

✨ How strong positioning makes messaging significantly easier.

✨ Why great copy can't compensate for weak positioning.

✨ The questions I encourage you to ask before rewriting another email, landing page or launch event.

If you've been feeling like your messaging just isn't landing no matter how hard you work on it, this episode may encourage you to look one step further back.

Because sometimes the challenge isn't what you're saying.

It's what you're trying to communicate.

If you had a takeaway or ‘aha’ from this episode and want to share it with your business besties and community, screenshot and share it on Instagram, tagging me at @jada.businessmentor. I'd love to shout out your takeaways and your support!

💬 Let's connect! Instagram: @jada.businessmentor
📨 Email: jada@jadadegoey.co

→ DM me on Instagram @jada.businessmentor or send me an email to jada@jadadegoey.co if you're ready to explore live launching in a more aligned, ease-filled, and higher-converting way through 1:1 Aligned Launch Coaching & Consulting, or you want personalised and strategic support to create or grow an online offering (course, membership or program).

And please hit follow, leave a review, and share this episode with a business bestie if you've found it helpful.

Transcript

Episode 53. Welcome to the Aligned and Thriving podcast for ambitious female entrepreneurs, where we align systems, strategies, and self for sustainable success. My name is Jayda. I'm your host, and today I wanna talk to you about what needs to come before you refine your messaging, what needs to come before you decide on your launch event, transformation, and core teachings, and the place that I actually start with my private Aligned Launch coaching and consulting clients.

Let's get into it

Now, when people come to me struggling with their launches, unsure why they're not working, and frustrated that they're putting all of the pieces into place but not getting the results that they're after or that would match their efforts, a lot of the times they think that they're going to start working with me on what their opt-in page says, what [00:01:00] their style of launch is going to be, what their launch event, key transformation, and teaching point is going to be.

And yes, we do cover all of those things, but we start behind that. And I want to clarify a little bit and talk through the difference between positioning and messaging today, because where we need to start is with the positioning of your offer, and that is very different to the messaging around your offer and the copy that you then go and use.

The messaging and the copy is going to flow out of your clarity of positioning. What do I mean by this?

Positioning is really making the strategic decisions around who is this offer for? What is the core transformation or what are the core transformations? When is someone most ready for this offer? 

[00:02:00] What is the problem that this offer is solving? Why your specific approach? Why now? Where is your offer positioned within the marketplace, and how is somebody going to know that it is for them now? This is all of the work around the positioning, and it's often the work that gets a little bit skipped over because it's a little bit more tangible and a lot more sexy working on the hook and the title and the messaging and that front-facing piece.

But when we skip over the deep thinking around this piece and clarity around that at the offer point, and then if we don't go through this process where we define the matching challenge that we're going to help people with when they're a perfect fit at that entry point of your offer to then find the core transformation and positioning of your launch event, then we [00:03:00] don't know what to say about it.

If we skip that thinking about what is the positioning, what is the core transformation, who exactly is the launch event for so that it's aligned with your offer? When we write the copy, we will be unsure. When we try to find that perfect messaging, we will be unsure. So one is not more important than the other.

They are both very, very important. We need to have really great messaging, really great copy, and we need to know the positioning of our offers, the positioning of our launch events, and we need to make sure that we're doing this in the right order. If you try to create your messaging and your copy without understanding and having clarity around the positioning of your offer, of your launch event, then you're going to struggle to attract the right people in.

You could have amazing messaging and copy, but it is not a match to the right positioning, then you can still be attracting people who are a mismatch for [00:04:00] your offer

Once we have that clarity around the positioning and that core transformation, both backwards from the offer and then into the launch event, then that flows into your messaging. Your messaging goes on your opt-in page, on your sales page, in your social media posts, in your emails. All of those pieces flow off that core positioning

Messaging becomes much easier when you have something really clear to communicate

Now, the reason that I think this often gets skipped over, or if it's not skipped, done lightly, is because it requires a lot of deep thinking. It is very strategic, deep thinking that is required to make sure that your positioning is solid. It is really deep thinking, and there is some time involved and conversations involved in getting that positioning right for your launch event, knowing exactly which micro-transformation to focus in on on a launch [00:05:00] event so that it is going to be a match for your ideal person at the entry point of your offer.

This can take weeks. It takes conversations, market research, speaking to your ideal people. It takes thinking about that entry point and matching the core challenges that your ideal people have with the core entry point pieces of your offer, finding that match, and then creating your launch event out from there.

That is the core basis of a launch event, and that is what is going to position your launch event. Then we can flow out from that positioning into the other pieces that we need to flesh out and build out your launch event. We can go from there into our messaging, and everything is going to flow from there.

But if we don't slow down at the beginning and focus on that, then all of the other pieces are kind of gonna be watered down. They're going [00:06:00] to be weaker. It actually doesn't matter if you have a textbook perfect launch with all of the right assets, the opt-in page, the emails, the thank you pages, the text reminders, the right bonuses, even the right structure of your launch event, and all of the moving parts that make up the whole of what a whole live launch actually is.

Even if you have all of those as textbook, if the positioning that underlies all of it isn't right, you can still be putting in all of that effort only to find that you don't have as many sales or the people coming into your offer are not actually the right people. We don't want that

That's why when I work with my launch clients, we don't actually start planning out the style of launch, planning out the launch event itself and working back from there. We start behind that. We start with the offer promise. We start with who exactly is a [00:07:00] match for that offer. What exactly are they struggling with?

What exactly are their desires? Once we know this, then we get their exact language, and we can roll that out into the messaging. We can roll that out and decide what style of launch is going to suit those people and help you to deliver the core transformation that is a match and is positioned correctly to attract those people.

Then we can roll out the overall plan and all the pieces of that launch event. We can roll out all of the assets around that, that are going to attract the people in and take them through that customer journey of the whole launch all the way through to invitation and sales

So yes, we absolutely need to have amazing messaging for our launches to do best and our businesses to grow. We absolutely need to have the right style of launch event. We absolutely need to have all of the [00:08:00] pieces within our launch event that make it into a conversion event, not one that is just educational and inspiring.

Yes, we absolutely need to have all of the assets, the pages, the emails, the open cart pieces, the right social media posts, and good hooks, and all of those pieces. But underneath all of that, we need to have the right positioning because without that, all of those pieces, no matter how well they are done, they are not going to be as strong as they could be

So we need to know the right pieces to create. We need to know what the right thing is to be working on and all the parts we need to build. But we also need to know the order to do them in, and we need to know what they are all fundamentally based on so that we can do them in the strongest possible way

So before you decide that there's a audience mismatch or that your opt-in page just needs to be rewritten or [00:09:00] that it's a different style of launch event that you need or that it's just a matter of rewriting your open cart emails or rejigging the slides in your launch event or whatever it might be, I really encourage you to ask yourself a few really important questions to make sure that you're basing all of those things on the best possible positioning that is a match for your ideal people and for your offer, and that you're positioning those things in the right way

Starting with your offer, make sure that you're so clear on who exactly is this offer for

Who is most ready for your offer? When those ideal people are actually ready, they're problem aware, they're looking for the solution, what are they thinking and what are they doing?

What specific changes is my offer helping to create?

Why should someone choose this offer?

What do I want this offer to become known for? Most importantly, if you [00:10:00] are then taking this into choosing what your core launch event transformation teaching point should be, you need to know where your people are at, at the entry point of your offer, what they are most looking for help with, and you need to match that transformation to that point at that positioning stage

Once all of those things feel crystal clear, then you can go into planning out the rest of your launch event, creating your opt-in page messaging, writing your emails, and rolling out all of the other pieces

So that strategy piece, that positioning piece, it needs to come before your communication. If you have any questions, if this has brought up some ideas or wonderings, please reach out and contact me over on Instagram via DM. I'm @jada.businessmentor. I always love to connect and have conversations about these kinds of things.

And if you've enjoyed [00:11:00] this episode, please leave a five-star review or share it with a business bestie, and I will see you again back on another episode next week