In this episode, I’ve broken down Milestone #1 for creating your profitable program into 3 easy steps.
Milestone #1 is about identifying who you are working with in your membership (and knowing their needs, wants and the problem you are helping them solve).
The benchmark for this milestone is: I have a deep understanding of the perfect person for my program and can speak directly to their needs and desires … as well as both internal and external problems they are having.
If you aren’t clear on who you are working with and what problems you are helping them solve, tune in to this episode!
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You’re listening to marketing chaos, episode number 1 0 4.
Hello, and welcome back to the podcast. I’m super excited that you’re here today. It is a gorgeous sunny day here in sunshine coast, Australia, which hasn’t been so sunshine, coasting as it’s been flooding. I’m sure you all have heard on the world news. I always know they’re blowing things out of proportion and uh, I mean, some places it’s definitely accurate, but uh, makes it look like the whole country is underwater. Uh, we, we had some heavy rain, but we were fine. We didn’t get flooded. Our car is, uh, for old drive. So we were able to get around and it didn’t really affect us, but I know it has affected a lot of people and I’m grateful that it is, um, it has stopped raining and the sun is out and, uh, life is good here, um, today. So I am coming to you with the three easy steps that choose your membership topic today.
This is actually milestone number one in our system to create profitable six figure memberships. And if you, um, haven’t already, I suggest you go back to the previous episode 1 0 3, where I go through all seven miles stone that you wanna hit to get to a hundred thousand dollars plus in your membership or coaching program. What we do is we work with health and wellness experts, coaches, facilitators, and, um, all, all those types of, uh, expert niches. And we help them to create recurring revenue. So whether that be a one-on-one coaching that you’re selling in a format like a, like a recurring revenue system, where they buy packages, or it’s a group coaching program, or it’s a membership, or it is anything really like a program, a course with, uh, that has an element of they keep going at the end. There’s so many different words for things mentorships masterminds.
The bottom line is you’re creating recurring revenue. So it’s not just a one time sale, and it’s not just one on one with you. So if you’re creating anything like that, this is gonna be, uh, really great for you at the beginning, when you are choosing who you wanna work with and what it is that you wanna offer them. So the title of today’s episode is around choosing your membership topic. And I’m gonna give you three easy steps to, to do this. I know that this is a big decision. This is a big, you know, a beginning step that a lot of people can, can get stuck on. And for a long time, they kind of go in circles. Like, I don’t know what’s the right topic. And hopefully this is gonna break all that down for you, make it super simple and get you moving past that point because my basic point of view is speed is Trump’s almost anything else.
So this reality that we live in values speed. If you are gonna take twice, as long as someone else to put out the same thing they’re going to do better than you, they’re gonna serve more people than you. They’re gonna make more money than you. They’re gonna make a greater impact than you. And you can do things quickly, but sometimes you gotta make decisions. You gotta make choices and move forward. Even know that you can change your mind. It may not be perfect the first time you’re gonna make it better, get on the horse and Lynn learn how to ride it, right? So, okay, here we go. We are going to be identifying who you’re working with inside your membership, getting to know their needs once and desires and the pro that you are helping them solve. And we have a benchmark for this milestone and all of our milestones.
And that is that you can say yes to the following statement. I have a deep understanding of the perfect person for my program and can speak directly to their needs and desires as well as both internal and external problems that they’re having. So what do I mean, problem that you solve? So if you are like a lot of the people we work with and you are in empowerment and personal development in creating greater awareness and possibilities, you probably really have a bit of a, when I said the word problem, because you’re like, I don’t work with problems. I work with possibilities. Okay. Well, not having a possibility is a problem. Okay. And it’s just, it’s a way to, to describe a struggle that someone is going through. So people wake up all of us and there’s things that are going great. And there’s things that are not going great.
And for simplicity’s sake, we’re gonna refer to the stuff that’s not going great, as great as it could be as a quote problem. So how do we identify the problem or lack of possibility that we are helping people solve. And before we even get into this, I wanna say, no one does everything for everyone. So if you are like, I just wanna serve everyone. And I, what do I wanna help everyone with everything? That’s nice, but it’s not reality. The more, uh, specific and clear you can get on the one person. Not that you’re gonna have one person, but there will be one person that represents the energy, the qualities, the characteristics of the ideal, most favorite person that you wanna work with. The more clear you are on that, the easier it is to speak to what it is that you do. And so that people who are maybe, maybe not exactly like that person, but they can hear, even if they’re not that person, they can hear what it is and they can extrapolate in their own world.
Oh, so maybe you can also do the same, same, same, but different for me. Or maybe you can do that for my cousin, who is exactly what you just described, but the point is getting clearer and more specific, allow people to hear it and understand it. And when they’re rocking it, they’re like I get what you’re saying when you’re super vague and you try and do all things for all people, people will look at you with this vague smile on their face and just not ask you any questions and go, oh, okay. And they have literally no idea what it is that you do. And even if you’re talking to someone who would be a perfect fit, they can’t identify themselves as a perfect fit. So they’re not going to raise their hand and say, Hey, I think I, I think I’m a perfect fit for you cuz they cannot understand it.
So the reason why we’re doing this is so is to create clarity in their world, not to define or it or exclude who you can and can’t work with. And the funny thing is the more, uh, specific you get, the funny enough people who are not at all that start to show up, but they’re like, I can, I, I get that. This is for me. Uh, for example, I many years ago was doing, we have business for moms and who would show up to my joy of business for moms, class moms. No, it’s like everything, but moms I’d have men I’d have grandmas. I’d have, um, like older, you know, women that never had kids I’d have single women that don’t have kids. I like, you know, people that are in same sex relationships that don’t have kids I’d have like, I, I, you name it.
It was basically there every single thing under the sun, a few moms, but it was like all these non moms, it was very funny. I’m like, what is happening? Um, and when I really got what is happening is that people could understand and they actually extrapolate. So they go, oh, if, if you teach you’re teaching, like how to do business in a joyful way, for someone who’s really busy. And so they would like identify with the, some, someone who’s really busy or someone who has a lot of like different things on their plate, but uh, don’t wanna really focus on one thing. So like a mom is always really multitasking at all times. You know, especially if you have twins like I do. And it’s like literally two people talking to you. And you’re like, uh, good thing. I have two ears because apparently I’m meant to understand you both.
Uh, but anyway, people will extrapolate from what you define as who you’re working with in, we think we’re narrowing and excluding, but we’re not. And you wanna have the energy that you’re including the entire world, even when you’re speaking directly to one person. And that can come down to very simple way. Like when you’re saying, you know, writing an email and it’s like, if the difference between, hi, how are you today versus, Hey everyone, I have some great tips for you all. It’s like, you wanna speak to one person because it’s one person on the other end of your social post of your email, of your, uh, voice, note of your podcast of your, whatever it is. You’re doing your YouTube show. There’s one person listening. There’s multiple one persons, but individually they are, you know, each one person. So let me give you the three easy steps that breaks this down so that you can get really clear and you’ll be able to then choose your membership topic based on who it is that you’re working with and what problems you’re helping them solve.
So number one, get clear on who you wanna work with and get 10 of them. So 10 of your ideal customers, like they would be perfect for your thing on the phone with you. Now, this is not a sales call. This is an interview in this interview. You’re going to ask them questions and then you are going to shut up and you’re going to listen. So the point of these 10 calls and, and hopefully you get them on, uh, if you’re in person, then take out your phone, hit, you know, voice memo, at least get it on recording because you wanna go back and listen to these. If it’s online is, you know, zoom is, is great. So you can see them and record it just for your own sake, not to share with anyone, but just to listen to later. And what you wanna find out is what it is that they’re struggling with in regards to what you’re working with on.
So let’s say it is, uh, weight like you’re working with, uh, women who would identify as being overweight. Okay. So you wanna get 10 women who would say that they are overweight on calls individually. So 10 separate calls, 10 women who would describe themselves as being overweight. Okay. You don’t wanna get too specific. Um, I see sometimes people put out the call to action to get on a call and it’s so specific. Uh, people are like, oh, we don’t even know that that’s me. So it’s just like, you know, if you are struggling with your weight, um, if you’d like to change, you know, your, the way your body looks and feels, uh, I’m love to hear from you, I’m working on a new project and I’m just looking for information, something like that, get them on a call. You’re not selling anything to them.
It’s not about, Hey, would you like to buy this thing? You’re not even gonna tell them about your potential future membership or program. It is literally just for you to get information and listen to how they say what they say and the words that they use and the, the actual language that they’re using. So you get the 10 women on the calls with you and you ask them about the struggles in regards to their body and their weight. So it’s not necessarily about all of the struggles they’re having. It’s in regards to the thing you want to eventually work with people on. Um, that’s another common mistake. I, I hear people get people on the phone and then they’re like, what are they struggling with? And it’s like so many different things than what it is that you wanna work with people on. And it’s not, this is not therapy.
This isn’t a coaching session. This is really supposed to be informing you on your topic. So keep the questions relevant to what it is that you wanna do. So, um, ask them what they’ve tried already, that hasn’t worked. That one’s really a good one. So with anything, I mean, we have weight loss as one possibility, but it could be relationships. It’s like, if you are, you know, struggling to find a partner or to find, you know, you can word that differently. Like, uh, you know, a good man to date or whatever, you know, however you wanna word that, then the question is gonna be well, what have you tried in order to meet people? Like what? And so they’re gonna tell you I was on, you know, Tinder, whatever. I don’t know. What are the, what are the current dating apps? I haven’t used them in a long time.
Um, but they’re gonna tell you what they’ve done that hasn’t worked and saying, I do nothing is also good information. It’s like, okay. I go straight to work in a straight home and I never leave my house and I’m expecting to meet someone and I don’t get online dating either. It’s like, okay. So how’s that working for you? Um, but you wanna find out what they’ve tried already, that hasn’t worked and you wanna ask them what they think about, you know, it’s like when they’re like trying to fall asleep at night, what’s going through their head. How does it feel? You know, if they had a magic wand, what is it that they would change? So the magic wand question is cool because then they can go, you know, if you could change anything, what would, what would it be if you had a magic wand?
So then you get really the answer that, um, to the question, like what it is, they truly desire, which is very different than what they actually need. And you, as the expert know this, but we also need to know what they, what they want and what they think they need. Right. So for weight loss, it’s like, you could say, Hey, if you had a magic wand, what would you say? They’d say I’d lose 50 pounds. Okay, great. So that’s, you know what they would, if they had a magic wand, they would lose 50 pounds. Okay, great. So what is it that you think you need to do or be, or change to lose 50 pounds? And they’ll say, well, I need to work out more or I need to stop eating ice cream or whatever it is they think is the problem that is good information now is not the time to correct them and tell them how your thing is actually what they eating?
No, no, no, no. This is information. So it’s just good information. Okay. That’s what they’ve tried. That hasn’t worked. That’s what they want. And that’s what they think they need. Great. Just take in all the information I would recommend you record it. You don’t really take notes. You just stay present with the person and then later you transcribe it and use. So you do 10 of these, and then you go back right now, we’re going to go to number two. You’re gonna take all of those 10 interviews. And you’re going to make a list of every single one of the problems, both external and internal that these people told you that they have. Okay. So from their point of view, these are their quote unquote problems. So external problems are things that could identify from the outside, their, you know, body image like their way their body looks anyone.
I mean, they may, they may have a distorted body image, which is another question, but it’s like, if someone is looking at them and they are, you know, over a certain size, then that’s an external problem. But it’s also about the internal problems. So the internal problems are things that they’re thinking they’re feeling, no one maybe knows like it’s, they’re hiding it. They may not even really be kind of admitting it to themselves, but it’s going on. And what we need to be is aware of both internal and external problems. So I would make a list of both, even if they’re things that you feel like you can’t help them with or it, or that you’re not able to, um, or that you don’t want to. So you’re making a list of all the problems that they have. It doesn’t matter whether or not you end up working with them.
You just wanna list all the problems at this. And then in column number two, you’re gonna list all of their desires or ones. So two columns problems on one side and desires on the other side, and you wanna list all of them. So from the 10 interviews, you should have quite an extensive list, get as detailed as possible. Use the words that they used. Don’t interpret. You know, it’s the difference between if you’re in an argument with someone and you say I’m really frustrated at what you’re doing and the person says to you, I get that. You’re really angry. That is not what I said. I said frustrated. Okay. So it’s really important to get their exact words and just write them down verbatim. So problems list of problems that came out of their mouth as how they see themselves and whatever it is, you’re working with them on as problems.
And then the other side are the desires, the once. So the magic wand, question answers, then step number three, in our easy step, either three step process is self reflection. So this is you and your time to reflect, go inside and get truthful with yourself and the information that you’ve just learned. And here’s what I want you to look at. Do you desire to work with people on these issues and help it, help them to get what it is that they want or to possib? Once they’re in there working with you, discover what it is they actually desire, which may be sort of behind what they think they want. So for instance, they want to lose 15 pounds, but when you really get in there and dig deeper, they really want to have a level of acceptance love. Um, and, and nonjudgment of their body.
Okay. But that’s not what they say they want right now. That might be what you get to later. So, but do you, do you wanna work with people on, on this? Like, is that going to be fulfilling work for you? Is that going to be fun for you? Is that going to keep you interested or is it some thing that you can do, but you are going to dread it. It’s not gonna be what you wanna do. So this is when only, you know, the answer to this, that’s why it’s called self-reflection. So you’re going to just let your barriers go and really look at this. Like, you get to choose who you wanna work with. And if this is who you wanna work with, you get to choose that to another example, you know, as I’ve worked with different levels of advanced people and beginner people, what I’ve found is it’s not necessarily that I enjoy working with quote advanced people more, but I really love P working with people who are invested in the work.
So meaning they’re committed to the change. They’re like showing up, taking the advice, taking, like asking the questions, really looking at stuff, taking action on what we talk about, like really making progress. And that is so much more fun for me than someone who’s kind of like half in half out. And that’s just a personal thing. So, but I learned that from, you know, working with lots of different people and going, okay, what is it about these people that I really love working with them? And what is it about this other group of people? That’s like, Ugh, God, I really don’t wanna do this. And for me, that’s a big, it’s a big, uh, part of, well, it makes it fun or not. So now you’ve identified, okay. Do you wanna work with him or not? And if you get a no that’s great information and I want you to go back to step number one, okay.
Change your, uh, direction, choose another possible topic. That would be way more fun and exciting and interesting and fulfilling for you and start over and do 10 more interviews. Now I know this sounds like a lot of work, but guess what, guys, you cannot replace this work by do anything else you can’t replace this work by following what someone else is telling you to do by doing research by anything. And you know, and I always say this to my students, like most of you are not going to do this. Most of you are not going to take the time and do this. That’s just the reality of it. It’s extra work. However, the ones who do I predict are the ones who are going to get the greatest change, the greatest results, and every single one of the people who actually takes me up on it says you are right.
And I love being right. So it’s good. No, but it’s really for you. And they will also say, the second thing they say is those calls were gold every single time, but your choice. Okay. So go back to step one. If you discover this is really not what you wanna be doing. And the second question is, can you help them? So you may have, you know, a desire to work with these people, but not the skills, not the ability, not the, uh, experience, not whatever. And you’re not actually able to do that. And that is okay. You don’t have to work with everyone. So I would, but what happens more than more often than not is the people that I work with. Think that they’re not as good as they actually are. So chances are, are, if you’re listening to this, you’re better than you think that you are.
And I want you to actually take a look at, have you gotten results for people with this issue before, like anyone friend, client, colleague, or have you gotten results for yourself and by results? I mean, change transformation. Have you helped someone around this topic? If you have, guess what? You can do it now. It’s not gonna be for everyone. And you shouldn’t judge whether or not you are good at what you do based on what other people choose, because that is up to them. And another good thing to realize is like the future transf that you’re offering hinges on their ability and willingness to do the work that you’re offering. Like I have a whole course, a whole academy on how to build memberships. They can, you know, someone can buy that and never watch a training, never go through any of the work, never come on.
Any of the coaching halls, never ask a question, is it going to work for them? Probably not. Unless they somehow absorb it by an osmosis process and they just change, which I have not yet found to be the case. So it does hinge on them actually showing up and being willing. I think that’s quite obvious, but just so you don’t have, um, that thing in the back of your mind, like, I’m not sure I can get them results. Well, it depends if they actually put in the work and effort and you’ll know because you’ll work with some people and they will, and they’ll get awesome results and change and other people won’t. So this is where, you know, I, I have a little pep talk moment and say that, you know, when that self-doubt creeps in, many of us have this. When we go to put out a new program, a membership, a course, anything like that, we go to start working with people and then we go, why me?
Why me? There’s probably someone better. There’s someone who’s already doing this. That’s better than me. Well, is that actually true? Or are you the exact right person for someone out there? And they would not receive the change from someone else that they’re going to receive from you. For whatever reason, we don’t need to have a reason. It just is. And I want you to really have a look at that without the judgment of, you know, I’m newer, uh, someone else is better or has been doing it longer, or they have better marketing or they have a better PR agent or their graphics are fancier or whatever excuse you have. And really look at, you know, what, who can I, who and I, uh, work with that will, will change. Who can I, who’s gonna get what they want from me that they’re not gonna get from someone else.
And you don’t need to know everything, thank goodness, or how to do everything or how to change everything. You just need a 10% advantage, 10% to be ahead of where the people are, who are coming to you so that you can lead them. And if you have made progress in your own life, you’re gonna think, oh, I’m not done yet. I’m not perfect yet. Doesn’t matter. You’re 10% ahead of someone who’s in of it, at least right now, let’s say you went through a, a messy divorce. It was really challenging. Maybe you have kids and you had, you know, financial, you had to kind of like get back on your feet financially. And you’ve gone through that initial thing. And now you are sort of like at a stable point, but you’re not like Scrooge McDo you know, swimming in gold pools. Well guess what?
You’re 10% ahead of someone who has just gotten the divorce papers signed or just left their partner, you know, you’re 10, at least 10% ahead. You can show them that next step. Can you show them the next step? Yes, you can. So that’s my little pep talk, win that moment of self-doubt creeps in. That always seems to come up when we go outside of our comfort zone and we start second guessing that we can actually do what we know that we can do, and that we are the right person for people, which we are, and you are, you’re not right for everyone, but you’re right for who you’re right for. And you need to lean into that and have confidence in that. Otherwise, no one else will, and then they won’t get the chance to work with you, cuz you’ll be hiding. We don’t want that. Do we? All right. So this is milestone number one in creating your six figure membership or coaching program. And guess what? Next time we’re gonna have milestone number two. So thanks so much for listening today and I’ll see you next time. Bye for now.