If you don't get your messaging right, you are missing an opportunity to create a relationship with a potential client or a potential partner out there. And relationships are the bedrock of every prolonged client engagement. Every long term relationship, every long term, profitable relationship you may create starts with that initial engagement, that initial relationship.
This is The MindShift Podcast where we share real stories, real strategies, that will help you find real success. This is the place to hear from people just like you who have taken their ideas, goals and dreams from a point of inspiration to realization or when life knocked them down, from a point of breakdown to breakthrough. I'm your host, Darrell Evans. Let's get started with today's
Do you ever feel like you've poured just about episode. everything you've had into getting your brand messaging, right, but it still isn't attracting the right people? Maybe you don't know much about messaging and telling your story and you need a little help to craft the perfect message and get your brand visible in the marketplace. Well, today, you're in luck. I've invited Amanda Berlin back on the show, so we can have a talk about revisiting your messaging to attract the
right people. After more than a decade in the New York City Public Relations world, Amanda Berlin now uses her pitch powers for good. She helps entrepreneurs step into their presence and create a story that inspires others and spreads their message in the media to attract more customers. Hey, Amanda, welcome back to the show. How you doing today?
Thank you, Darrell. I'm thrilled to be here. I'm great.
Awesome. Listen, you and I have talked a number of times. Thank you for being on the show earlier. And I wanted to circle back with you and really dig into and uncover the three big problems that entrepreneurs and businesses are facing today with their online visibility. Talk to us about problem number one.
Okay, so the first problem an online business is facing with their visibility is that they don't have the right messaging. They are going out there with language that is either too jargony, too complicated, too much in the solution, not enough in the problem, not enough detail that they are actually resonating with the people who are at the beginning of the journey that they can then solve the problem for.
Wow. I talk a lot about the buyers journey. And so it's so true. It just resonated when you said that. So their messaging, are we talking about the messaging on their website? Are we talking about their messaging on social media posts, in their emails? Elaborate just a little bit more on that.
Yeah, I would say their entire brand messaging needs to be revisited in order to really land with the right people. And that's something that we're going to revisit over the course of all the problems we talk about with online visibility, is that we need to devise messaging that resonates
with the right people. We need to look at every facet of our presence, from our website, to our social, to our newsletter campaigns, to the content that we're creating on our blogs, on our podcasts, to the speaking engagements, the interviews that we're giving, and making sure that all of that is consistent, cohesive, and articulating where our ideal client is at the beginning of their journey, the problems that they're facing, so that we can show them that we get where they are, and we can
guide them to where they want to be.
And if, we've already been down this path, Amanda, this is what some people will tell you, right? What if they don't get this right?
If you don't get your messaging, right, you are missing an opportunity to create a relationship with a potential client or a potential partner out there. And relationships are the bedrock of every prolonged client engagement, every long term relationship, every long term, profitable relationship you may create starts with that initial engagement, that initial relationship.
So true. Everyone agrees that relationships matter in business right?
That is so true.
Let's move on to what's that second big problem that they're facing right now?
The second big problem that businesses are facing in confronting their visibility online is that they are not approaching their opportunities intentionally. They are not looking strategically at which relationships of which opportunities to be visible are actually going to benefit the bottom line. There is this diffuse effort that we are all putting toward being everywhere. And we're not actually considering what opportunities are going to move the needle.
And that's where you really need to take a strategic eye toward going deep into your visibility efforts as opposed to going wide.
Wow. A lot of times we're out here hoping or wishing, right? Or are just constantly searching without just setting an intention. There's something to be said about just getting crystal clear on what you want, and being focused on it. And I'm sure you've seen entrepreneurs over the years that just kind of went from one thing to the other to the other, and what is the problem? What are they doing? What's going to happen if they just keep along this path of
doing this, then doing that? And I don't know if you call it shiny object syndrome. But what what's the big ramification to all that?
Yeah, there's a couple of things. The big ramification for being seen everywhere, and trying all the things is that you dilute your brand equity. If you're seen everywhere, then anyone can get a piece of you at any time. And that perception actually tarnishes the brand. The second thing that happens when you're seen everywhere, is that you burn out! You're putting all of this energy toward getting every
single opportunity. And when the opportunity doesn't result in the conversion that you're looking for, that begins to chip away at your morale, and it doesn't give you the energy you need to continue to pursue visibility. And that is a vicious cycle.
So true. I know, we're short on time. But what's this third one? I mean, those two are big enough. What's the third big problem?
Yes. So the third big problem that businesses encounter with their online visibility, is that they're failing to activate the audience. And so once you get aligned with your messaging, and with your intentional visibility being seen in the right place, you need to deliver content, that's going to activate the audience to take action, to move with you to the next phase of
their relationship with you. So that means delivering a compelling call to action, and weaving that into the content that you are offering as part of your visibility opportunities, so that it feels like an effortless next step for the audience. So the big problem is that we're failing to activate the audience to take that next step.
Right. So yeah this is a big problem in marketing, you know, because, again, we can do all the things. Produce all the content, take all the photos, and make sure it's all mapped out according to somebody's content schedule, right? I love this idea of this call to action. Just for the listening audience, just describe or define a call to action.
Yeah. So a call to action is an intentional declaration for what you want the audience to do next. So it could be as simple as go follow me on social media, it could be as involved as book a one on one consult with me, it could be as service oriented as go download this freebie that I'm offering. A call to action needs to be strategically aligned with what you want the result to be in your business. But it's inviting the audience to take an action based on what they're hearing.
Yeah, it's a big mistake. A lot of people just think, if I just post it, they will come. If I build it, they will come. If I put the page on the website, they will come. Yeah, they might. But you got to ask them if they want to eat. You gotta at some point, ask them if they're hungry to take the next step. Right?
Yeah, exactly.
Amanda, remind our audience how you got here. Tell us quickly about your background, your professional journey that got you here and got you so fired up about helping entrepreneurs solve these three big problems with online visibility?
Absolutely. So the Cliffnotes version of my professional biography is this. I have been working for 22 years in the PR and marketing space. For 12 years, I worked in the big PR world in New York City PR agencies serving some of the biggest brands you've definitely heard of. And working with some of the most notable celebrity spokespeople you've also heard of. That was killing my soul. But I found a way to develop or translate that skill set into tactics that work for online
business owners. Tactics that are tried and true, that are free, because PR is free. PR is earned visibility. So tactics that you can employ to become trusted, to become influential, and to become a resource for your audience so that they want to continue to buy from you over
and over and over again. And so for the last 10 years, I've worked in my own consulting business, helping entrepreneurs translate these tactics into strategies that work for small business owners, and medium sized business owners and solo entrepreneurs, to help them get out there in front of the right people.
Wow. And of course, how are you helping them today? How can they solve this issue? Those three big problems, how can they solve it by working with you? Do you have a program? Do you have a coaching process? Tell everybody quickly about your program, break it down for 'em.
Yeah, absolutely. I work with clients in several different ways. So if you're curious about how to work with me, you can always get on my calendar, but I have a framework for visibility that I work through with every client. We start with the foundation, the messaging, your offers, the messaging around your offers, your sales conversations, how are you being persuasive, what kind of messaging and communication is involved in that? And then how are you being seen by more of the right
people? So you have a foundation you are excited to put out there. And then we figure out, what is the best way for you to be out there, through developing strategic partnerships, through allyships, through producing events and speaking on stages, and of course, through the media.
So where can everyone find you?
Absolutely! Go to www.AmandaBerlin.com. A-M-A-N-D-A-B-E-R-L-I-N just like the city.com and there is a button on that site to get on my calendar and I hope to see you there. You can also just go directly to www.amandaberlin.com/consults, and that will take you directly to my calendar.
Amanda, thanks for stopping by again to The MindShift Podcast and thank you for being a resource in the entrepreneurial community. I look forward to our continued connection.