Reach Empowered Buyers and Sell More Even in a Saturated Market Featuring Lindsay Burgess

yet in this online coaching service provider course creation industry because of the boom that we had back in 2020 . And now everybody is just kind of marketed out . They've seen it all , so to speak . They've been marketed to , over-marketed to .

They have many , many options and yet here you are growing folks' businesses quicker than ever with something called an empowered buyer funnel . Thanks for being here , lindsay , and I can't wait to hear about it .

So do you want to start off by quickly defining again , in case somebody didn't hear the previous episode , what is an empowered buyer ? And then , what is this empowered buyer funnel that you've been so expertly using for yourself and teaching ?

And what I've seen is a lot of people speak to in their content and in their copy they're speaking to people who just simply are not ready , versus the people who are like , I'm already looking for solutions . I want to buy soon . I just need to make sure this is the right fit for me . Are we aligned ?

Do our values align and can this person actually help me ? Because , at the end of the day , when you don't sell a product , a physical product , and you're selling a service , it's a little bit different .

So , because someone's not receiving something physically in the mail saying , oh , it's been shipped , you know , I can see it , I can hold it , I can touch it , we're selling something that is transformational . And so I try to remind people . You're not selling a product , you're not selling your service .

What you're selling is a result , an end result or a transformation that someone is going to receive at the end of this , and the more you can paint that picture for them , the better . So the characteristics of that empowered buyer is that individual who is very confident in their decisions as in .

I know that when I purchase something , I stand behind that , you know versus the buyer's remorse . The person who's committed and responsible for their own success , because we know that you can give someone any information and it doesn't mean that they'll actually take it and implement it .

So this person is an action taker who's like let's go , I'm ready to take this next step . This is also someone who has the finances saved for this and is ready to purchase .

So , the content that they usually scroll past is the content that asks certain questions , that or usually , problem aware content , because they're like , oh , I already know I have a problem and they kind of move past that type of content and so we've been taught sort of with this .

It's popular in the marketing world and so a lot of marketers are like what we need ? Problem aware content ? I'm like , okay , it does depend on which buyer that you're trying to speak to . So I'm not saying that there isn't a place for that , but if you're trying to speak to that empowered buyer , you have to move beyond the problem awareness content .

You sort of have to shift into those the belief shifting content , the content that's going to leave a powerful impact , the content that makes them like , oh , okay , I need to keep watching this person further because I might need to take that next step with them . So there's so many ways to do it too . You can do it in fun and creative ways .

I always tell people it doesn't have to be boring . It doesn't have to be boring .

Well , now you're creating content that convinces and persuades them that they have a problem . So that's taking steps back and that's the thing that I've noticed with the traditional marketing funnel . And that's the thing that I've noticed with the traditional marketing funnel and that's probably why it took a lot longer for me to sort of see those results .

I noticed some clients had been watching me for a year and took action when I was sort of following that . Oh , awareness and nurture and you know , convert , you know that sort of traditional sense of the funnel . So you know they talk about how you have to be aware that they have a problem . You have to sort of , you know , show them their , their problem .

You focus more on the pain , their problems , what they're struggling with . Using that word struggling is a prime example . I used to use that a lot and I got on a sales call once with a woman and she was like , not , not ready to take that next step , and I was like , oh , you know well what . You know , what is it exactly why ?

You know , I did all the same objection things that these high ticket sales coaches tell you to say and I did all of that and she's like you asked in your content , are you struggling ? You know , in your content are you struggling ? I am struggling , I said noted .

They don't want to highlight pain and problems . They want to focus on solution . This is solution-centered content .

The window shoppers , the lurkers , the people who are quiet on your page . Don't underestimate these people . I always tell people that sometimes the silent people who are just kind of watching , not taking action , they might take action later , since they see that you're already working with these people .

They're like well , I want to be that person , I want to get ready . They're like well , I want to be that person , I want to get ready , and I see enough problem . Where content to where ? Maybe I've done my research enough , I think I'm ready to take that next step too . It might take them longer , but I don't rule anyone out .

I just focus on the people who

are ready to go .

In video content , what was pain aware , or speaking to somebody who's at the pain aware stage , problem aware stage , and now speaking to somebody who's at the solution aware stage ?

So when I made the shift a couple of years back to start using this new funnel , I said I need to make sure that this actually works and I need proof of concept so it doesn't work for multiple people outside of just myself . And it does .

So what I did was I said , okay , this funnel that I'm on can still build awareness , can still build trust and can still build authority at the same time all three of them and still lead to conversions . So I started focusing more on how can I make that shift so that the content does these things , because trust and authority are not the same .

As I always tell people , they merge them together . But as we sit here and create content , it's more intentional , with two main things , and these are the things that most people as leaders you'll see , even high profile individuals . They have these two characteristics . So you focus on highlighting your core values . That's number one .

This is something that attracts people who are aligned to you specifically and your beliefs . You know this is what helps you to stand out also in your space and not sound like everyone else . So in your content you should be sprinkling in your core values . If people don't know , what do you believe , what do you not believe ? What do you stand against ?

Like , if you don't really state where you are , you'll attract people who say , oh , I don't believe that , and now we're not aligned . So you do want to repel people through your content and you also want to attract people . So it's , it's a give and take . So when people say , oh , I lost followers , I'm like well , celebrate , that's great .

Like they need to go where they feel they should be . Like losing followers is the best thing that could ever happen to you , because the person does not feel aligned and they were willing to move forward . So we start with the core values , and then the second thing is your extraordinary approach . This is what makes you unique In the marketing world .

We call it your unique value proposition , but it's really what makes you stand out , what makes your framework or your method different from everyone else's . For me , it's the empowered buyer . For you , it's something else .

So , once you find that unique thing , how can you highlight that in your content and break that down in small snippets , whether it's a reel or a carousel or an image , or you're on TikTok doing it ? How does your method or your way stand out from everyone else's in your market ?

And that's what I really help my clients to do , but this is something you can do as well . So it's like I will ask them questions about who are you as an individual ? What services do you offer ? What makes your services different from someone else ? For example , I'll give you an example from a real client . What makes your services different from someone else ?

For example , I'll give you an example from a real client Terry Michaels . He is a vocal coach and he literally said to me okay , what questions do you have for me ? Like I don't know . You know you've asked me a lot of questions . Is there anything else ?

And I said I have one last question for you , which is what makes you different from every other vocal coach out here . And he said to me well , after the first lesson , people already notice an improvement in their voice . I said , ok , we're going to highlight that in your messaging , in your copy , in your content . You see what I'm saying .

So it's like taking that unique selling proposition or that extraordinary thing that makes you different , is what will help you to stand out faster and is what will make people say , ok , that's the person for me , because they're not doing what everyone else in this industry is doing .

I need that leader like the best person in that space , and you don't have to say I'm the best choice . No , we don't convince or persuade anyone , you know , and there's so many choices , everyone's the best right . But when you say something that helps you to stand out and makes you unique and it's true , remember , never exaggerate .

I always tell people don't , don't make anything up Like . If you're , if you're really true to this , you've got to make sure it's , it's honest and it's genuine , you know , and that you can give people results . So if you've delivered these results for multiple different clients of yours . You have the right to say I can do this .

So that's sort of what we focus on in our content is how can we highlight more of your core values and your personality , so infusing your tone , your style , delivery and your ? You know , your mission , your vision , like what are the things , what are the type of clients you don't want to attract ? What are the ones you do want to attract ?

Those that should all be sprinkled in there , like my onboarding process is pinned to the top of my content . You know , there's another one that promotes my free 20 minute masterclass . That real still converts to this day since it was posted back in May , pinned to the top of my content , my content .

I have another one pinned that has a bunch of clients and their results and how long it took them to the top of my post . This is optimizing my Instagram page so that people can land on my page and be like , okay , she might have a point to what she's saying . Let me go through her reviews and her highlights . Let me maybe check out what she's doing .

I can't tell you how many people have said I looked through your reviews and I joined one live of yours and I think I'm sold on it . Like that shocked me . But at the same time , because I'm like , I do this for my clients too and it's all about setting something up for that person . Everything's really your funnel , If you think about it .

Your content is just that touch point to get them to the email list , to get them to your lead magnet to opt into that . You see , so it's all just little touch points and you can do that in so many different ways .

Kind of cement this idea of speaking to an empowered buyer .

That's a good thing that there are a lot of people in the industry doing something similar to you , because these are other industry leaders showing you that this is in high demand and when there's something in high demand , you better believe you can make sales on here . And it doesn't have to take you two years , three years or a whole year .

That was the case before . But I would focus on just really building a personal brand and showing up as often as you can , but obviously without burnout , sustainable as you can make it .

And when you show up , like , really make sure that you're highlighting things that are important to you , because if you want to attract a certain client like professional Some people think professional means oh , I have to be structured , I can't use slang Well , do you want to attract that client who's a little more stuck up , or do you want to attract someone

who's a vibe and who's chill and who you could do boomerangs with ? I've done boomerangs with many of my clients and it's fun . And it's we just have a vibe and we laugh and we have a good time and we go deep too . You know there's layers to that . So you know , keep in mind who do I really want to attract , like what is that personality type ?

And make sure you put that , infuse that into your content .

But every week I'm putting things out , you know , to help people and that's my goal is for you to make some money . I said , if my free content can help people to attract the empowered buyer which it has , then I'm doing my role . I'm doing what I was meant put on this earth to do . I know God blessed me to do this .

So if you want to check out the free 20-minute masterclass , to get a snippet before you purchase anything and you don't have to purchase anything , I think- that's a great starter , Just logging out to the website signing up for the free 20-minute masterclass . That'll give you the insight you need . So that's it .

people . So , with that , thank you for being on the show . Thanks , lindsay .

So thank you for listening and take care until we see each other in the next one . Be blessed and we'll see you in the next one .