This week we’re moving on to the second step in our signature framework, which is all about creating your signature process. In this step in our framework is where we break down your signature framework that you will not only use to build out your program but also what you’ll really shape your entire brand around.
But before you go on to create your framework. You need to be crystal clear on two important things. Who you’re serving and what you’re promising to help them to achieve!
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EP 152: How To Use Your Signature Framework To Attract New Clients – https://www.alisharobertson.com/152-2/
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Hey you guys! Welcome back to another episode of the purpose to service podcast! This is our 2nd week in our series on building a sustainable coaching business with intention!
Last week we talked about getting clear on what you want and what success looks like for you! Which is also what we cover in the first piece of our framework inside of the purpose to service academy!
So this week we’re moving on to the second step in our signature framework, which is all about creating your signature process. In this step in our framework is where we break down your signature framework that you will not only use to build out your program but also what you’ll really shape your entire brand around.But before you go on to create your framework. You need to be crystal clear on two important things. Who you’re serving and what you’re promising to help them to achieve!I go deeper into what a signature framework is back in episode 152 which i’ll leave a link to in the episode notes. But essentially your signature framework is the 3-6 steps process that you take your clients through to help them to get from where they currently are to where they want to be. Again, its what you will shape your offer around, its what a lot of your content will come from and more.But you can’t go on to create your signature framework if you’re not clear on who you’re helping or what their desired end goal will be.
I’ve seen so many incredible coaches and experts who know their stuff go on to create great programs that don’t have a clear focus. A lot of great content but the focus is all over the place.
One of the big reasons that happens you go into creating your offer without spending enough time getting to know the people that we’re getting to know. So this week I wanted to tackle a few ways that you can get a better understanding of your audience and what they are needing from you.Some of these tips may push you out of your comfort zone a bit but I promise that it works!First, you must at the very least have a good understanding of your client avatar or who your ideal client is. You may have an idea but let’s dig a little deeper just in case.Start off with the basics. What is their age, their location, their income level? A lot of people will stop here when it comes to getting clear on who their target audience is but because of how much information is being sold online these days and how many people are marketing online constantly, knowing the basics of your target audience is literally the bare minimum of what you need to know! You need to dig deeper and niche down as much as possible so that when you’re creating your offer and creating your marketing content, your audience feels like you are speaking directly to them.
The next piece is to get a clear understanding of their interests. How do they prefer to consume content? Where are they most likely to be hanging out online? This will be super important information for when you begin creating that nurture content and also when you begin to market. If you know that your audience prefers Instagram, then you know to put your marketing efforts there. if your audience is filled with busy CEOs then you know that the content you create should be shorter form video or audio so that they can easily consume it on the go.Whenever I talk to a coach or online expert about where they are showing up online, they either say that their not because they dont have the capacity to show up every where or they say that they are exhausted because they have been trying to create content on a million different platforms. But if you know where your audience is showing up, you can target them in those specific areas and tailor your content to be not only impactful but geared towards how they are most likely to consume it.
The 3rd step of getting a better understanding of who you’re serving is to get clear on their pain points. This is by far one of the most important pieces in the process because knowing this will help you to define the focus of your coaching offer. But the thing is, your audience more than likely has quite a few different pain points. Some that are centered around your specific niche and some that are not. We’re humans, it’s normal. It’s important for you especially if you’re someone who loves to give all they can, to understand that it is not your job to help your audience to solve every single problem that they have. if you havnt niched down anywhere else, this should be where you are crystal clear on focusing your offer around solving one specific problem. The problem you’re solving will help you to shape your offers promise.For example, if your audience’s biggest problem is time management, then your offers promise should be centered around helping them to create a system to better manage their time on a daily basis!
I have had to go through some reiterating with my own offer as well so that I can niche down as much as possible. My program originally started out as a program to help anyone to create an online business (whether it was a service based or digital business) with intention. So it was very broad. The more clients I received and the more I learned about those clients, I made the decision to narrow it down some more to helping strictly service based entrepreneurs. While the audience had been niched down, the overall focus and promise of my offer (so what was it that i was going to help them to achieve) still felt all over the place and not specific enough. So I kept talking to my audience (thats what a lot of people are often missing) and I dug deeper. I went from helping you to build a business with intention to helping overwhelmed coaches to build sustainable, intentional and profitable business around the life they desire through launching their signature service offer.Everytime I thought I had it I asked myself this one question that I know will help you as well, “How can I dig deeper?” I kept asking myself that until I got to the focus that I’m at today.
Now let’s back up a minute because I mentioned that I kept talking to audience until I was super clear on what they wanted. And I guarantee you thats something that you’re not doing enough of right now. You’re probably creating a bunch of content and you may even have a few offers that you’re marketing. But when was the last time that you actually sat down and had a conversation with your audience about what they were struggling with or how you can help them?
The best way to not only get a better understanding of who you’re serving and how you’re going to create an offer around their needs is to go straight to the source and ask! Entrepreneurship is all about experimenting, YES! But its also about relationship building and nurturing your audience which means actually talking to them before you go on to create an offer.So how do you do this?One: Send out a survey! If you already have an email list (no matter how many people you currently have on it) that is a great place to start asking your audience questions to get clear on what they are needing from you.You can ask questions like: When it comes you [your industry or niche] what is it that you feel is currently holding you back?Or “What about [your industry] do you really want to know more about?
This will give you direct answers that you can use to shape your programs curriculum and create content for your audience.If you want to take this research a step further, you can take those same questions but use them on a few research calls. This is where you will host a couple of 1:1 30-45min calls with people in your audience and get feedback on what their goals are and what they feel is holding them back. These calls are great because it gives you an opportunity to ask follow up questions which is something you can’t do in a survey.Again if you ever need clarity, go straight to the source! I guarantee you not everyone is taking the time to do this which gives you an upper hand in your industry.In order to build a sustainable business with intention you need a great offer. But in order to create a great offer you need to be have a very clear understanding of who you’re serving and what you’re promising them. If your offer hasnt been selling in the past, before we even talk about your marketing or sales strategy, you have to stop and ask yourself if what you’re selling is speaking to one person and a very specific problem.
I mentioned before that we cover all of this in depth and really help you to map out your offers focus in the second step of my signature framework which is all about creating your signature process. Inside of The Purpose To Service Academy, which is my 12 month group coaching program, I walk you through a few different exercises to help you get clear on who you’re serving and deciding on the focus for your signature offer. And we take that information to build out your signature framework for your program.
Applications for the purpose to service academy open on october 12th and you can get on the waitlist right now by heading over to alisharobertson.com/waitlist!