Transcription
By the end of this video, you're going to know exactly what to say to get your prospects clicking on your ads, commenting on your posts, sliding into your DMs, and begging to work with you.
Right now, you've got three big problems marketing wise. Number one, your marketplace is noisier than it's ever been before. Number two, your prospects are more skeptical than they've ever ever been, right? They've all been burnt. They've all heard it all before. And number three, because of those two things, you're invisible.
So, today we're going to do two simple things. Number one, I'm going to teach you this tool called the hot button map. It's the tool that I've been using all this time. Uh, number two, it's going to give you exactly what to say in what order so that your prospects go, they're talking to me. I can trust this person. I want to work with them.
So, 15 years ago, I figured out this simple framework for messaging. I've been using it literally every single week for 15 years, which should tell you two things. Number one, I'm old. Uh, it's just facts. And number two, this thing really, really works. All right. So, I would have changed it to something better. This thing, uh, this little framework I'm going to teach you right now. I use it for every ad that we write, every email that I send, every campaign we run, every client training I do, and it's the basis of all of the sales process that we run inside Black Belt. Uh, I've been using it for a long time. I've been teaching it to our clients for a long time. And that's why our clients consistently crush. So, I'm going to share this thing with you in the hope that you'll be able to steal it and use it yourself.
Let's start with why smart coaches get ignored online. Let's face the facts. You're brilliant. You're helpful. You're saying the right stuff, but you get silence. Why? Well, because you're talking to your audience, you're not talking for them. Most coaches talk about their method. They talk about their systems and their processes, but clients don't want to hear about your method. They want to hear about their problem. So, if you're talking about mastery and they're just trying to pay rent, right? The second big mistake is they're talking about facts, not feelings. And you need to do both. And we tend to use facts for immediate pressing problems and feelings for the future aspirations and and uh, and fears. We'll talk about that in a moment. And the third thing is we make the message about you and your method or your system or your training and not about your prospect and their problems. And when we can fix those three problems, this just gets really, really easy.
Message is all about what you say and how you talk. And what a lot of us do is we think and we talk like coaches because we're coaches. Um, and what do coaches talk about? Well, they, you know, they focus on the performance of their clients and they don't talk about symptoms. They talk about root causes and solutions. And it's cool, but your prospects aren't in the mood to learn the how. We need to connect with them first. And so then the next step is we, you know, we go, well, how do we think like a marketer? How do we talk like a, a good marketer? And marketers are focused on persuasion. Here's the hack. You can skip this middle step. The easiest way to think like a marketer is to not try to think like a marketer. Just think the great marketers think like their prospects. And prospects are really only focused on one thing. They're focused on their problems.
So, this tool I'm about to share with you is the easiest way to get inside your prospect's head so you can whisper the right words at the right time in their ear. It's super straightforward. When it comes to speaking to your prospect's hot buttons, we got to think about two things. Firstly, prospects are either motivated uh, away from pain, you know, don't want this, or towards pleasure. Do want that. And so we've got a ways and towards. And then I think a lot about time frames. So this is like towards and away. This is this is about timing specifically immediate like now or imagined future. Just to put some teeth on that, let's think about immediate as like in the next 30, 60, 90 days. And let's call this, it's different for each marketer, but it might be 12, 24, maybe it's 36 months. And each of us has got a different version of like how long the scope of our work is. But that gives us four quadrants that we work with people for. We've really got four core categories. We've got frustrations, which are immediate things you want to move away from. And we've got wants, which is, hey, I want this to happen now. We got our first two. And then long-term, if the frustrations stay true, like if they don't get solved, we end up somewhere bad in the future that we're scared of. We call them fears. Okay? And again, long-term if we do the right stuff, if we get the wants and we keep going in that trajectory, we end up with our aspirations, dreams.
And so this gives us this hot button map of things to talk about for every particular topic. So if you, you picture your niche and you know what your topic is, then the next tip is great. Around my topic, what are the specific frustrations that they want to avoid? What are the specific wants they have? What are they scared will happen long term? And what do they dream to have happen uh, long term? And then we just make a list. So literally every Friday for the last 15 years, I've taught a workshop and at the start of every workshop, I run through around this topic for this particular audience, three big frustrations and a fear, three wants and an aspiration. And we might just do an example. Let's do one I know pretty well. Let's go. Uh, the who is business coach uh, who wants to grow. They're doing I don't know, six figures and they want to grow and the topic is marketing. So what are the frustrations? Well, no one is clicking or engaging. I don't know how to do ads. There's not enough leads. Uh, prospects. I'm getting low-quality prospects as an example. Right? So then you go great. If they're the frustrations, if that continues, where's the bad place that if that doesn't get fixed in 12, 24, 36 months, they end up? Well, it gets pretty bad. You know, they might at its most extreme, they they go broke. They have to admit defeat, they go back and get a job, or maybe more likely, they just stay stuck playing small forever.
Now, I want you to notice a couple things. The ones on the left-hand side, the more immediate they are. They're often quite tactical and practical, logical. And the ones here, go broke. Well, they really, well, maybe feel stuck, stay small, more emotional, right? So, we've done the away. I usually start down here cuz it's really easy to get to. And then we move to the long-term consequence. When it comes to the top half, we just flip them inside out. So, if no one's clicking, what do they want? Well, they want crazy engagement, right? Uh, they don't know how to do ads. They're getting leads daily from simple ads and they don't have enough leads. We got tons of leads. How many do they want? Like every day as an example, right? Low-quality prospects. They want perfect clients. So, we just flip them inside out. What do they want instead of these bad things? Well, if all of that happens and it stays true and continues, well, they're going to get to million-dollar coach. Oops. Right. Uh, big business. Instead of going broke, they've made money. Instead of having to admit defeat, they get to brag or maybe feel proud or their worst enemy. I know there's all these videos about people told me they couldn't do it. I don't know if people actually say that. I think most people are so focused on their own stuff, they don't even say that to you. But maybe it's like, I was wrong about you. You're so great. Thank you. I'll take it. Um, instead of saying stuck and small, they're big, they got momentum, and they're growing, right?
So, there's four simple forces that we can use. And I use this literally every single every single week. So, if it's broadly about uh, you know, for your avatar, then you do this broadly across the, you know, the two or three categories you work with people on. But if there's a specific ad, same map. If there's a specific campaign or a specific training you're about to run, run the four forces. Life gets really, really easy when we think about what do people want to move away from towards now and in the future.
Okay, so let me apply this to you and your business. In the marketing, I'm focused on frustrations and wants on the left-hand side of the spectrum, leaning right into the immediate side. Okay, people want uh, relief from pain right now, not some vitamin that makes me better in 10 years time. In sales, we do both. Is we lean into the immediates but also point out the long-term consequences of of working with us or not working with us and staying st staying stuck. We build the mountain. We dig the valley and we're focused on what are the tactical things which need to change. In coaching, start with where people are frustrated, help them stretch the gap their future to where they might end up and then bridge the gap with a simple, simple plan.
So one of our Black Belt coaches, Sonia, she was doing all of the right stuff, helpful content, solid offer, but when it came to her marketing, just silence. So, what we did was we took her messaging through this hot button map. It's a four-part process, very straightforward. One of the hot buttons, one of the frustrations that came out bottom left of the sheet. Um, she helped people uh, she helped women over 40 get confident in their wardrobe. Usually after a a breakup or when they're going for a, you know, a new job. And one of the frustrations that came out was nothing fits. I'm exhausted. This used to be so much easier. And the wants was like, I just want to feel like myself in my clothes again. So, she took those tiny little elements, that frustration and that want and rewrote one post that just started like this. You're staring at your wardrobe again, thinking nothing fits and it's only Tuesday. That alone again blew up her engagement. Booked sales calls, filtered in the right people, women over 40, overwhelmed, ready for some help. Her business took off. Uh, because when you can describe somebody's now, they believe you can help them with their future.
So I think the big mistake that coaches like us make in our marketing is we talk way too much about this stuff and not often enough about that. So I think marketing is our left-hand side of the the sheet game. It's wants and it's frustrations and sales we do both. We start here. We definitely talk about this and we get people to admit to themselves that if they don't make a change, they end up in a bad, bad place and that puts them in a position to make a decision. And obviously the longer they wait, the harder it is to bridge the gap.
Hey, quick check-in. If you're struggling to figure out what your client needs to see and hear from you, in the description below, grab the hot button map. It's two parts. There's this little worksheet you can see on the screen and a simple GPT power-up that'll help you map out the fears, frustrations, wants, and aspirations of your target market around this topic so you can quickly get the messaging dialed in and then just get it out there into the marketplace.
So, big idea number four, the secret to instant connection without manipulating people. Some coaches try to use fear and pain like a hammer or they make big promises that feel super disconnected from reality and kind of frankly a bit unbelievable. Uh, that's not what this is about. It's not about manipulation at all. It's about holding up a mirror. We're not inventing people's pain. We're just showing them that we understand it. Quick example. We had a coach post, tired of showing up on Zoom with high hopes and low conversions. That single line came out of a hot button map. The audience lit up. When you can describe their problem better than they can, they automatically and unconsciously credit you with knowing the solution.
So big idea number five, map this out and use it every single week. It's not a one-time branding exercise. It's not like something that goes in the the corporate style guide if you've got one. It's a living asset. Literally, this is what I do for every single topic. I map out the four forces. I keep it literally this sheet handy with me every time I write posts, emails, funnels. I use it for every micro-magnet, every sales page, every DM. Uh, it's not a copy hack. It's just a clarity filter. So, if you got a creative social post and one of the frustrations you figure out is, you know, you've got leads, but you hate selling. What they really want is a system that sells for you. That's like the frustration and the want. The headline might be, "What if you could book five dream clients this week without one single awkward call?" Boom. Instantly relevant.
So, let's land this plan. You've already got the skills, the frameworks, the results, but if your clients don't feel like you get them, they won't book a call. They won't take action. They won't click, and they definitely won't commit. So, it's not just about what do you teach, it's about making them feel like you understand them before you help them grow. I said at the start that your market's noisier, your prospects are more skeptical, and you're invisible. If you do this right, you get seen and you get heard. More importantly, they feel like you understand them and they trust you, and instantly, you go from like invisible to being the only solution for them.
So, here's what to do next. In the description below, you can grab the hot button map and the custom GPT that will help you map out your four forces lickety-split. Test it out. Take it for a test drive and see what happens to your next marketing campaign. Guarantee it's going to be easier. I guarantee it's going to be on point and you'll thank me later or even just in the comments now. Either way is cool.