[00:00:00] Welcome to the Piece of Cake Marketing Podcast. You've just entered the world of simplified business and there's no going back now. So leave your hustle culture at the door and pull up a seat because I'm serving up a slice of strategy every week and helps you actually move the needle forward in your business.
I'm your host, Peyton, serial entrepreneur and former girl boss, and it's my mission to teach you marketing methods that do the heavy lifting for your business without keeping you from being present in your everyday life. You've found the corner of the internet where women in business can pursue radical success, but not at the expense of our families, relationships, and mental health.
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Welcome back to another episode of the piece of cake marketing podcast, where I'll help you make more money from your marketing without adding more to your to-do list.
As we approach 20, 25 naturally, I'm getting a ton of questions about what I think is going to be the most [00:01:00] successful when it comes to marketing in 2025.
So today I'm going to give you a roundabout answer to that question. And I'll go ahead and preface that with the fact that it might not be what you think I'm going to say. It might not be what you want to hear. And it might actually be something that you've been putting off answering and stuff that you don't feel like you can make a final decision about. And hint, hint, if you feel that way, it probably means that's exactly where the work needs to be done.
So before we get into the nitty-gritty of this, I want to remind you why you're in business. Of course, we all have our own reasons. Like whether that's financial, whether that's family, we all have like these topical reasons that we're in business, but we all need to realize that we would not be in business if it were not for the people that we help. I want to remind you that even though this is your livelihood, your business is not about you. Regardless of what you, so it needs to solve a problem, which means that you are actually in the business of transformation. And I really think that that's going to be the huge theme of 20, 25 is cutting the fluff, [00:02:00] cutting the surface level content and getting straight to conversations that people are craving, which are much deeper than like five reasons you need to hire a bookkeeper or hot tips and educational content.
Now more than ever, people are craving transparency and authenticity online.
So this is important, especially if you were in the online education industry, which is so much of my audience. Like if you are a coach or a consultant or you do something like courses or your B to B, then this is especially important for you. And I'm not trying to scare you or make you feel like you can't grow your business, or you can't make more money in 2025 because you don't do enough for people. Because you definitely can. But I do want to be real with you. People want you to tell them what you can do for them.
They are not interested in your tips. They are not interested in your coffee orders. They want to see the evidence and embodiment every single day on how you can actually help them solve their biggest problem.
And I say biggest problems because that's exactly who you should be talking to. [00:03:00] In your marketing going forward, you should be talking to the client. Who's non-negotiable like next priority. Is solving whatever it is that you help them solve.
So, regardless of what you do, the problem that you solve is absolutely transformational for someone. Whether your business is complex is something like life coaching or business coaching, or as simple as something like selling catering or photography or event venues, you can transform people's life. Through skincare through homeschool curriculum, through financial services, through fitness, through massage therapy.
I could literally go on forever because regardless of what you do, there is somebody out there. That is in dire need of it. And that's who we want to talk to in our marketing content. I want to use massage therapy as an example, because my husband is actually a massage therapist and a realtor, but I digress. So he's been a therapist for about seven or eight years now, and it never fails.
It's like clockwork. Anytime the economy takes a dip or any time there's talk of like the R word and people [00:04:00] are like, oh, we're going into a recession. Any time the economy takes a dip. So does massage therapy. Because it's one of the first things to go. It's an elective service for many, many people, but there is a subset of people out there who maybe deal with chronic migraines, or they sit at a computer all day and they have so much tension in their neck that they can't sleep at night.
Not somebody who's coming in because they got a gift card or mother's day present. That's not who we're talking to anymore. We're talking to the person who we can help them. Absolutely transform.
So, how can you cut the small talk and show your online community? Just how transformational your offer is?
Today's podcast episode. I'm going to give you three ways that you can strengthen and clarify how you're talking about the transformation of your offer.
So then in 2025, you were cutting the small talk and you're helping your people make a decision about working with you faster than ever. So first and [00:05:00] foremost, we've got to identify what kind of person that this service is a non-negotiable for just like my massage example, the person that's in pain or the person who has chronic migraines needs a massage. Very frequently. What does that equivalent for you?
Whatever that is in your business. What's the person who like, okay, this is the next thing. I can't go anywhere else without getting this first.
This is going to be much deeper than any of your traditional, like ideal client work. We are not jotting down bullets and calling it a day and knowing how much money they make and what industry they're in.
Like, we want to identify with the people who are struggling with this on a daily basis. And we want to know what that looks like, and we want to know what they're going through. We want to know their thought patterns, their feelings, the tangible experiences that are coming up as a result of this on a daily basis.
If you are a traditional marketing girly, or you learned it, the old school way, most people call these pain points. And despite the narrative right now in the online space about [00:06:00] pain points and about them being so bad and so mean, girl, They are not bad.
Human nature naturally wants to avoid pain. Our brain is literally wired to move us away from pain and towards pleasure. Our brain wants to keep us safe. And every single brain is wired this way, which is why this works. I always say, when you understand the human brain, you will understand marketing. So instead of doing pain-point marketing in a way that we're making our people feel bad about themselves or their journey, all we have to do instead is understand them and empathize with them. Because that's going to be the thing that mentally moves them forward towards curiosity about how you could solve this problem for them. They're not going to move towards the next stage in the buyer's journey of curiosity and comparison and consideration about you and your offer, and maybe where else they can get this problem solved and less.
You show them that you understand what they're going through and you empathize with them. Regardless of how you [00:07:00] personally feel about pain point marketing. We're talking about quote, unquote, negative things in your content or copywriting. It holds a very significant place in your messaging. The people who are reading your stuff need to be able to connect to you with solving their problem.
We can talk about what they want. We can talk about where they want to be all day long, but that doesn't mean that we're qualifying people. That doesn't mean that we're actually giving people. Tangible descriptors that they can identify with. Say like, okay, yes, this offer is for me, I'm in the right place for this.
So talking about what they're currently going through is how you're going to qualify them. It's how both you and them are going to know that they're in the right place. So if you're one of these people who feels icky about speaking to negative problems, your people are experiencing, I hope that reframes things a bit for you and helps you understand the importance of empathizing with our people. And most people that have a bad view of pain point marketing usually have that view because of people like celebrity entrepreneurs or bro marketers in the [00:08:00] online space who are using it in a way that makes you feel. Shameful or like, you're not good enough or like you're dumb and you're doing all the wrong things.
That's where people will get such a negative viewpoint of pain-point marketing. So if you do this correctly, You're actually showing up as the friend for your person and you're showing them that you understand them versus condemning them for what they've been getting wrong. I think about it like a friendship.
You want to be the guide.
The second way that you can cut the small talk. And show the right people, just how transformational your offer is. It's to stop watering down that transformation. I've talked to a lot of entrepreneurs recently. Who are experiencing the belief that when they speak directly to the transformation that they help someone achieve. That they're making a guarantee.
So whether you're a coach or a course creator or a service provider, regardless of what you do. You still have to show people what's possible for them. You have to be able to communicate and articulate. What is this outcome going to be after they work with you? The true transformation outcome [00:09:00] is not just, you know, two calls a month for business coaching. Or a complete and beautiful website or systems that keep you from having to do the same tasks, repetitively, the true transformation and outcome. Is a lot deeper than what they're going to get.
And it's actually more like what's going to happen as a result of that thing if they get, so maybe they get the beautiful website, but the outcome of having the website is much deeper. Maybe this website will allow them more visibility, more people finding them online. Maybe you specifically design a website that helps them stand out among the other people in their industry, regardless of whatever you do.
I can guarantee that you can make your transformation at least two times deeper than you are speaking to right now.
I want you to remember as we move into 2025. The state of our economy. People are not just making Willy nilly decisions, especially if you're in the B2B space, people are taking longer than ever to make decisions about investing. Uh, many people don't have [00:10:00] expendable income to potentially make a bad investment and let's be real.
Nobody wants to make a bad investment at all, but people who want to be extra positively sure about how your offer is going to affect their life. Not just how it's going to overcome one challenge, but how it's truly going to transform their life. They need to see that in writing repeatedly. And you can't show them that if you're constantly worried that someone is going to take something out of context or think you're making a guarantee about what's going to happen. When you hold this belief that you can't guarantee someone's results. After they work with you. It's going to keep you subconsciously like watering this message down, playing small in your content. If you're consistently worried about being misunderstood, then it's probably very likely, I'm sorry that your content is super vanilla. And I can tell you with 100% certainty that the internet and me is are over vanilla content. [00:11:00] So when I start to question people on these beliefs and get to the deeper unseen stuff. That maybe has some thinking this way.
Most of the time I find that this belief about not wanting to make a guarantee is just rooted in imposter syndrome. And if you struggle with imposter syndrome, You probably find it really hard to show up online with these like bold, brave. Big claims about what kind of transformation is possible by working with you?
So energetically, if you have that hesitancy. Your audience is going to have that hesitancy too. So I want you to think about what is the deepest, like most amazing transformation that you could envision for your people. What's the best of the best. What's the best possible scenario for what could happen when somebody fully utilizes your service? Or your offer, how you intend it to be used.
Think about that.
If someone were to like truly be coachable and implement all the information that you teach in your program, what would happen for them? If someone was to have a clear [00:12:00] understanding of their own brand, they communicate with you timely and answer all of your questions fully about their business. What would truly be possible after they get a killer website as a result of that? If someone were to be super honest with you about their diet and their habits so that you can rewrite them a plan and then actually implement it. What's the best case scenario that their life will look like after they fully surrender and implement that plan.
What does that mean for you? When you're talking about the transformation that your people. I can experience, this is the frame of mind that you need to be in this best case scenario, whatever you intend. For your people to experience after they do everything. That you guide them to do after you teach them whatever it is that you do. That's the transformation that you need to be speaking to.
And I've found that so many people get challenged by this so many. People. Refuse to speak to the best case scenario because they actually just refuse to go all in on speaking to one best [00:13:00] fit. Ideal client.
Of course, you're not going to feel like you can make a guarantee about what someone can achieve.
If you're willing to bring in the wrong people. If you're willing to sign up and take money from a potential client who you can already see is at a disadvantage. For achieving your transformation. Of course, you're going to find it. Consistently hard to boldly. Talk about what's possible for other people.
You're going to find it a lot easier to show up and say, Hey, this is what's going to happen to you when you come into my offer. If you knew without a shadow of doubt that you were going to bring in the right people to your offer. Are you going to turn them down? If you were a hundred percent resolute saying, like I'm saying no to people. Who I do not foresee having success.
You probably would not have so much resistance about going deeper and communicating that there will be real life change after working with you. Something that no marketing strategy can fix is not understanding who is the best fit to see success in your [00:14:00] offer or not 100% believing that your offer is going to help someone achieve that transformation. You will never be able to fix an integrity problem. If there's a belief that contradicts what you are selling. You will never be able to fix that with a marketing solution. So, if you want to make sure that you're fully communicating the transformational value that your offer has so that you can make more sales online in 2025, you got to stop watering it down.
You've got to stop beating around the Bush about what's truly possible for people. There are people who make their decisions. Solely on this component of your message. So if there's a gap there, you very well may be sitting on an audience of warm leads who are just waiting on like one more key piece of information before they take that next step and inquire with you or buy from you or set up a discovery call.
Kapeesh. All right.
So the third way that I think is going to be really effective for showing people the transformational power of working with you in 2025. [00:15:00] Is honestly just to start flexing a little bit. I'm, always, always surprised by people, especially my clients. I always do like a good thorough creep on all of my client's content. All of their social platforms, everything like when we get ready to start working together.
And I'm always surprised when we start diving into messaging that they actually have experiences and qualifications, even certifications and degrees. That they never talk about. I have had clients surprise me with full psychology degrees. I didn't even know existed. Tons of certifications that I didn't even know that they had that gave them so many tools and so much knowledge to help their people. And I'm always like, why are you not talking about this? And they come back to say, well, I don't want to brag, or I don't want to come across as full of myself or like, I'm better than other people.
And I get that. Like, that's what our conditioning tells us to do. I get all of the yucky beliefs.
And mindset blocks that come up with talking about ourselves [00:16:00] online, especially bragging quote, unquote, bragging about ourselves, but here's the thing. We're only creating content for our best fit clients. Right. Nobody else exists online. At Martha. Ex boyfriend from high school, we're not creating content for them. Don't worry about them.
Your people are subconsciously waiting to make those buying decisions until they 100% trust that you can do for them.
What you say that you're going to do. They want to make sure that you're a good investment. And so your vow of confidence just might be the thing that takes all of those relationships, all of those friendships that you've built, all of those quote unquote leads that you have. And turn them into clients. People are so concerned with building authority.
Confidence is the biggest authority builder. Confidence builds authority. More than any piece of content, any collaboration, any masterclass, whatever it is that you do. That vibe of confidence in your craft that [00:17:00] you're going to get them this transformation. That's going to be the first thing that builds authority above anything else.
And trust me, you're not going to look confident if you can't even talk about your own unique position or your own accomplishments or your own experiences and how you're relevant to your people.
If you can't even talk about that stuff to your people. Why should they consider you the authority?
Do you believe that you're the authority so don't misunderstand me here and think that, I mean, you have to have a degree. But you have to have a specific certification to be good at what you do.
I'm so thankful that I didn't have to have a degree to help small businesses with their website and create graphics for them. When I started my second business.
I'm so thankful that I could just get started. I just practiced. So don't misunderstand me and let that fuel your imposter syndrome because your version of flexing. Might be totally different. Whether it's personal stories or client stories or transformations of anyone you've helped. I guarantee that you have an ethical way to showcase the confidence that you have and what you do to [00:18:00] your people. So if you implement these strategies in 2025 and start showcasing your confidence through your content, getting really specific on how you describe what your people are going through and stop minimizing the amazing outcome that's possible after working with you.
I guarantee you will sign more clients in 2025.
So, if you want to learn more about how to communicate your expertise online so that you can bring more of those best fit, right clients into your offers. I'd love for you to join me next week on December 12th for my free masterclass sought out service provider and this class, I'm going to give you the exact messaging framework that I've given my clients. The framework that's helped them hit regular 5k months, even six figures all while working with people that they love, that they actually enjoy delivering their service to that they know is going to benefit greatly and experience the transformation. So you'll be able to use this framework to clarify your message on the masterclass and write more compelling copy so that when people read what you [00:19:00] say about your offer. They'll actually want to hire you.
So, if you. want to join me in this masterclass, pop on down to the show notes, sign up for this.
It's totally free. December 12th at 11:00 AM central. I hope this episode has given you some clarity about what's going to be working better than ever in 2025. And the fact that it's not some new shiny trend, not some new shiny tactic, it is going back to the foundation of how you're communicating your value and making sure that that's crystal clear. And hitting on the right points.
So you have some direction, you can go and take action. Now, pop on down to the show notes. Don't forget to subscribe and review this podcast. If it's been valuable for you and come join me again next week. For another episode of the piece of cake marketing podcast.