Your ideal client doesn’t care the cadence or timing of your calls, whether your program is delivered via video or audio, or how many modules are inside. What she needs to understand is the transformation she’ll receive by going through your offer. Get into the habit of using the words ‘so that’ as often as you can and watch your sales climb!

The Missing Piece in Your Content That Could Be Costing You Sales

Let’s talk about a crucial element of your content that, if overlooked, can prevent you from attracting your ideal clients and making sales.

If you’d prefer to listen to this rather than read it, you can catch the podcast episode here.

Recently, I had a delightful experience that perfectly illustrated the point I’m about to make. While Emily and the kids were visiting the cottage, we realized they had outgrown last year’s hats. The next day, we ventured into town, and Em was determined to find new hats. She emerged from the kid’s store with a huge bag, and we all sat at an outdoor patio while the kids tried them on. Watching this, I had a burst of inspiration for a piece of content.

That’s the beauty of creating content as a Generator or Manifesting Generator – it’s spontaneous and magical. While that’s not the focus of this post, I want to highlight it for you here because people always ask me what response actually looks like in real life. It looks like responding to even the little ‘hits’ you get from life and turning them into something in your business.

Let’s explore what’s missing in your content that could be why you’re not attracting clients.

Picture this: It’s a sunny day and the kids are excitedly trying on new hats. These hats were vibrant, summer colours. Navy, turquoise, seafoam and yellow. They were lightweight and quick-drying, with chinstraps to keep them secure. I wondered how my audience would describe these hats if they were selling them. Would they focus on the features like the big brim, chinstrap, or the quick-drying fabric?

Here’s the kicker – those features aren’t why people buy hats. When you’re creating content to sell your offers, think about what your customer is actually buying. It’s not the features; it’s the benefits on the other side of those features.

Let’s go back to the hats. Why does a mom buy a hat with a chinstrap that dries quickly and has a big brim? She buys it to prevent her child from getting sunburned, to avoid pain, to ensure her child sleeps well without the discomfort of a sunburn, and to protect them from skin cancer. She buys it so her kids can play outside longer, get tired, and soak up vitamin D, ensuring a good night’s sleep. These are the real reasons she buys the hat, not the features themselves.

Now, apply this to your services. Suppose you’re offering Human Design de-conditioning services. Side note – avoid jargon like “de-conditioning.” Instead, explain in simple terms what you’re offering. You’re helping people heal. Why does someone need to heal? To know themselves better, which leads to better relationships and more confidence. And why does more confidence matter? It allows them to stop second-guessing themselves and have a greater impact.

Check out this blog post on how to simplify your message so that more people buy your services.

Let’s look at weight loss as another example. Instead of listing features like daily workouts, meal plans, and grocery lists, focus on what the client is truly buying – confidence, the ability to turn heads, being fit and healthy to play with grandkids, or not feeling embarrassed at a high school reunion. These are the real benefits your clients seek.

In your content, focus on the deeper benefits, not just the features. Use phrases like “so that” to drill down to the core of what your client really wants. This shift in focus can transform your messaging and resonate more deeply with your audience so that they’re compelled to hire you. See what I did there? ☺️

Try this approach and see how it lands with your people.

The magic lies in understanding and communicating the true benefits of what you offer.

Happy content creating!

I’d love to hear from you.
Connect with me on Instagram here or leave me a voice note here.

Listen to Episode 66 of Unjaded Now:

Remember! It’s not just about the features or the specifics of your service; it’s about what those features enable your clients to achieve. By focusing on the deeper benefits and using clear, relatable language, you will create content that resonates and converts. It is all about what’s on the other side of your offering. Apply these insights to your messaging strategy and watch your engagement soar.

Links Mentioned in the Episode:

• Download your Human Design Chart for free → https://vickiedickson.com/free-hd-chart
• Book a Personal Human Design reading → https://vickiedickson.com/personal-reading

Let’s Connect!

• Send Vickie a DM on Instagram with your Human Design questions → https://www.instagram.com/vickie.dickson/ 
• Check out Vickie’s website and current offerings → http://www.vickiedickson.com
• Send me a voice note here. I love to hear your voice!

Remember! 🔔 Follow the Unjaded podcast on Apple Podcasts or Spotify and leave a review!

In the Next Episode:

Simple is the name of the game. Tune in to hear how you can simplify your message so that you can actually sell MORE. Listen here.

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Find the Entire Transcribed Episode Here:

Hello, hello, hello and welcome back to unjaded or welcome. If this is your first time here, I must apologize in advance if there is a little bit of difference in sound quality today, it is raining outside of my office and from time to time I hear the little pitter patter on my window. And my dog is currently in palliative care at home. And so if we hear his little footsteps, I do not have the heart to put him outside while I do these recordings. So he is going to be participating in these podcast recordings, perhaps today we’re going to be talking about your content. And if you’re missing this one piece in your content, then you’re getting it wrong and you’re not going to be drawing the people to you that you want to draw into your world as clients. Welcome to unjaded. I’m your host Vickie Dickson. This is a podcast with a human design spin on building the life, the relationships and the business that you were made for. Let’s dive in. So I had a really fun experience where I was able to come up with a piece of content in response the other day, what was happening was that Emily and the kids were visiting the cottage. And they didn’t have any hats because they had outgrown the pile that was there from last year. So the next day we went into town and M was on a mission to buy hats, she came out of the kid’s store with this huge bag and the kids were trying them on and we were having fun just sitting at an outdoor patio. And I said to her quick take a photo, I have an idea for a piece of content. And that’s how response feels when you are creating content as a generator or a manifesting generator, you get to just boom, be in the moment and create something. That’s not what this episode is about. But I couldn’t resist sharing with you that little piece of magic. So when you get those little hits, where you’re responding something you’re like, gosh, there’s something in that for me, he got to create the thing in that moment. So what I did was that I sent myself a voice memo. And then when I got back to the cottage, I popped it into my Trello board. So I knew it would be there when I was ready to record this episode. That is not the topic of this conversation though. What we’re going to be talking about is the missing piece in your content that may not be bringing clients to you or the the thing that’s missing is why you’re not bringing clients in perhaps. So picture this, we’re at this patio outside, it’s a beautiful sunny day the umbrella is up and the kids are trying on all of these different hats. And the best hats in the bunch. She had ball caps, and she had straw hats and she had water hats and the best hats in the bunch. The ones that the kids love the most were the most beautiful colors. There was a navy blue, and there was this turquoisey which I’m prone to air am partial to. And these particular hats were really super lightweight, because you can you wear them in the water, they dry really quickly. And they have chinstrap so that they stay on the kids and the kids were having so much fun with these, they have this big huge rim that keeps the sun off. So I immediately thought, Oh, I wonder how some of my audience members would describe these hats if they were selling hats. If you were in that hat selling business? How would you describe these hats? Why would you think someone would buy these hats, because of the big rim because of the chin strap that keeps it on the child because they can be worn in the water because they dry quickly? What are all of the reasons that people would buy these hats. And I wish you were in front of me so that we could actually play in the energy of this so that we can actually have some back and forth around this. The thing is none of those reasons are why people buy the hats. And I want you to think about this when you’re creating content to sell your offers. When you are developing content to share on social media to share in your emails, I want you to think about what your customer is actually buying. So your customer is not actually buying six weekly sessions self love, better sleep, self awareness, self discipline, a weight loss plan.

They’re not buying that she’s buying what’s on the other side of that. So let’s go back to the hats for a minute. What’s on the other side of a kid wearing a hat in the summer. Now I’m in Ontario, Canada, and it gets really, really, really hot and really, really sunny here. Thank the Lord because for it seems like most of the year we are under winter weather but this summer is short and it’s hot. So why does mom need her kids to wear a hat in the summer? Or why does she want her kid to wear a hat in the summer? Why does she buy the hat with the chin straps that dries quickly that has a big brim on it. She buys it so that her child doesn’t get a sunburn. She buys the hat so that her child does not suffer pain. She buys the hat so that her child sleeps well because have you ever had a child who is burnt crisp from the sun, they can’t sleep. She buys it so that they don’t get skin cancer. She buys it so that they can play outside for longer. She buys it so that they can tire themselves out in the sunshine and enjoy getting the vitamin D under their skin before they come in for the day and sleep really well. That’s what she’s actually buying. She’s not buying the Chinstraps the dry fast. The bird am all of those things. So let’s look at this through the lens of your services, say you’re selling Human Design deconditioning services. First, I’m going to call you to task on that word a little bit deconditioning, let’s take out words in our content that nobody knows. Let’s remove it, we can use it for SEO for the people and for the people who do know. But we want to speak in regular language for everyone else. So basically, if you have a deconditioning service, or you’re offering deconditioning services in your business, you’re helping people to heal. That’s the long and the short of it, you will need to speak like you’re speaking to an eight year old. So why does someone need to do that? To know themselves? Why does that matter? So what’s on the other side of knowing themselves? Probably better relationships, more confidence? And then what’s on the other side, have more confidence? What does that give them? So we just keep going down the rabbit hole of so that so that, so that? Or what does that give them and then what and then what and then what and the deeper you can go, the more targeted your messages. So instead of saying something like I offer deconditioning, through human design, and I have you get six weekly sessions, you get meditations, you get a deep look at the not self area. No, that’s not the thing that people are going to by, you could say something like, I help you to heal the old wounds that you’re carrying around, you know, all those ways that you’ve been told that there’s something wrong with you, so that you can step fully into who you came here to be. stop second guessing yourself and everything that you do, so that you can have the impact that you’re here to have. I help you to stand fully in your power in your relationships, so that you experience the joy of being with someone that you love as yourself, that’s just a little like off the top of my head. So let’s take weight loss. I mean, this is the what this this industry is, it’s an industry, right? But why does someone really want to lose weight, you know, we can go through all of the features of what our weight loss program offers, we can go through the fact that it’s daily workouts delivered to your phone, we can go through the fact that it’s, you’re gonna get a meal plan, you’re gonna get a grocery list, you’re gonna get all of these things, but that’s not what she’s really buying. Yes, that’s what she actually exchanged his money for. But what she’s buying is what’s on the other side of that weight loss. She had buying confidence in the way she looks, she’s buying, being able to turn her partner’s head again, she’s buying, being able to be fit and healthy and run after her grandkids, she’s buying, being able to get down on the floor and pick something up. She’s buying, not being embarrassed at her high school reunion, all of those things. So you see how the benefits are so different than the features. But in our content, what we tend to do is we tend to focus on the features, we tend to focus on the ABCDE of how this is delivered, or what you’re going to get. And, I mean, it matters but it doesn’t really matter. You know, you have to cover that in the fine print and tell people what they’re gonna get. But in your sales messaging in your posts in your, the way that you’re trying to inspire people, is not by telling them all of the ins and outs of what they get. It’s by telling them or showing them better in your languaging what’s on the other side. What are they really, really buying from you. So keep those two words in your mind. Always. So that so that so that and just keep going deeper and deeper and deeper. Ask yourself, why does she need that? Why does she need that and why does she need that and why does she need that? Do that in your content and let me know how it starts to land with your people. You can touch base with me on Instagram. It’s Vickie Dickson in the shownotes there are links galore that you can touch base with me on the website. I really do love hearing from you as a manifesting generator. It allows me to be in response.