164. How To Develop A Memorable Brand Story with Michelle Ellis

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Have you ever struggled with writing your story or figuring out what to say in emails, webinars, blog posts, or social media? A brand story is key if you want to connect and identify with your ideal clients. As a health coach, your ideal clients want to know how you can help them and how you got to where you are today. But how do you develop a memorable brand story and messaging around it?

In this episode, Michelle is back on the Healthy Hustle Podcast to talk all about brand story and messaging. More specifically, what a brand story is, how to map yours out, what a micro story is, the difference between oversharing and sharing a solution within your story, how to overcome writer’s block, and so much more.

If you’re ready for all the tips, tricks, and insights that will help you put a memorable brand story together, this episode is for you!

Connect with Michelle:
Michelle’s website: https://michelleellisco.showit.site/#/
Michelle’s Instagram: https://www.instagram.com/theorganiccopywriter/ 


Rachel: Hey guys, we’re talking brand story and messaging. If you have been sitting there and saying I’m struggling to write my story, I’m struggling to figure out what to say in emails, blog posts, or social media. This episode is for you. 

I have Michelle, here copywriter and past health coach to talk with me about this amazing topic. Michelle, tell me, what is a brand story?

What Is A Brand Story?

Michelle: A brand story is really that background history of your main story. When you go to any website for any business and wonder, how did this company get started? Who are the founders? What is it all about? That’s a brandstory. 

When it comes to health coaching, you really want to know, how can that person help me? Were they able to help themselves? How did they help themselves? That becomes your brand story. 

You started this health coaching business because you had this thing happen to you that you were able to fix. Now you’re on a mission to help others fix the same problem and being really vulnerable with that, and honesty is super important.

Rachel: When you’re developing a brand story, are there certain steps that a coach can take to  map out this story?

How To Map Out Your Brand Story

Michelle: Definitely. What happened? What did you have wrong with you? Let’s say you have an autoimmune condition, did you struggle with weight gain? What were your periods like? How did it feel? That’s one of the most important things. 

It’s not just like, oh, yeah, I had this problem. How did that problem make you feel? How did it affect your daily life? What did you try? Because everyone tries 1,000,001 things to try to fix that problem that usually don’t work. So what did you try? What was the thing that saved that entire situation and got rid of that problem that got you to where you are and coach others to do the same?

Rachel: I love that you brought up, what did you try? Because I think in those stories that you tell on a webinar or in a workshop or a blog or social media or emails, these are the things that your ideal clients can identify with. When they hear what you tried, something they are familiar with or that they may or may not have tried, that’s when people say, “Oh, they tried all these different things.” You may hit a chord with that ideal client and have them really identify with you.

Michelle: Especially if it’s those common things of certain diets, going to the gym, or being careful with your wording. But if it’s conventional types of prescriptions or whatever, to balance blood sugar things that.

My origin story or my beginning story is about when I got my first ulcer at 14. I came out of the hospital at 14 and a half and they put me right on Prilosec. I had constipation as well and they put me on Miralax. All these things that would try to un-constipate me. When I say those things, those are definitely things that people can identify with.

Rachel: Absolutely, because there are also very common protocols that they still give out today that may or may not work for someone and they’re definitely not holistic and may not get to that root cause, which is why we then see health issues that get worse and worse. 

What are the parameters around your Brandstory and subsequent timeline?

When we’re developing this brand story. Would you say it’s almost a recap of what happened? What was life like? What brought you to your knees? What did you try when you realized you had to go and figure this out on your own? Where did you go to school? What do you do now?

Michelle: Exactly. On very, very rare occasions, it’s happened as a copywriter, where someone’s like, Well, I don’t have that type of a story. Usually, if it’s not yourself it’s happened to, it’s either something you’ve seen, something you grew up witnessing, maybe an unhealthy household food wise, or maybe you became this health coach to provide a different healthier lifestyle for your own children. 

There’s always some type of frustration somewhere along the way. It’s something that you wanted to change.

It’s the whole core of, what is your mission? Why are you doing this? When you start sharing that with other people, that’s what’s going to connect them to you and your health coaching business.

What Microstories Are & How To Develop Them

Rachel: So we have a brand story, and then we have these other micro stories. Can you talk a little about what micro stories are?

Michelle: So there’s the big overarching core story. But that can seem very repetitive, right? You can’t post that on social media every single day. It lives on your website, you share it in workshops at the beginning, or when you’re introducing yourself. 

But once people are warmed to you, and they become your warm market, and they know who you are, they’ve heard that story. They don’t want to keep hearing it 1,000,001 times over. So you really have to also share these little micro stories. 

You can create a list or a storyboard or something of these other little moments where you had amazing realizations, or you go back to that timeframe of let’s say, you were battling something for five years, the problem. Think back and create –don’t make it up– but go back, revisit that time and think of 20 stories, little micro moments in time, where you were going to make a decision, and then this happened, or you felt a certain way at a certain place, and then this occurred You can talk about now versus then and how six years ago and what what you wish you would have known. 

Those are the kinds of little stories you can use. About how now you make different decisions and you handle things differently, talking about relevant stuff. You can then drip that into your marketing or when you’re talking. 

If you’re coaching clients, what are some of their stories that you can be sharing that are still micro-stories that relate to the problem and the solution? So really coming up with those moments to be able to share those so it’s still story-driven, which really connects with people. But it’s not this big repetitive story, reading the same book 20 times over. 

Rachel: This reminds me of Reed Davis, who owns FDN. When I interview him, he always says, “I never had a health issue.” I just was so disgusted by what I was seeing that I wanted to go into the health industry. He’s like, I want people to have energy so they can do whatever they want in the day and never feel exhausted. 

I think when you’re developing your story, if you didn’t have one, you’re still kind of frustrated with something that should be working in the world. And you want that change.

Michelle: Yeah, and that’s a huge deal. I think that just gives a nice backbone to any company, and makes people connect with that because we all want to be a part of each other’s mission in some community way. So it’s nice to know that the person cares. 

That’s the biggest problem. Whether you had the problem yourself, and you solved it, or you care about that problem so much you want to fix it, it still is super important to share.

Why Building A Rock-Solid Brand Story Is Essential For Messaging

Rachel: Tell me why developing a really rock solid brand story is essential for messaging, which really, the messaging is to get that potential client to hire you. So let’s talk about this. Because I feel this is the part where I see a lot of disconnect. I see a lot of coaches who are clear on their niche. They have great content, but the content is not converting. 

What about that is maybe you’re not clear on where your ideal client actually is? Maybe you’re using verbiage and words that are above the head of what your client actually thinks for their own health conditions.

Michelle: Some of the mistakes I see, especially with copy, is this. All health coaches are very genius. They have a wealth of knowledge. But always remember, your ideal clients don’t have that knowledge. They don’t even know what to do next to take the next step. So if you talk to them from that professor-student type of vibe, there is going to be a big disconnect. 

They need to be spoken to like a regular person in a coffee shop that you sat down next to. Something that’s really easy to understand. It’s not this difficult thing. 

The other side to that is sometimes coaches rest in that. They say, Okay, this is great content, I can put all this education out, then they don’t share their story. They don’t merge their story.

The Disconnect Between Educating Without Using Micro Stories

Rachel: I’m thinking of this one coach who was talking about gut health, leaky gut, liver health. But I didn’t see as much coming from those micro-stories enough for that client to identify and say, Oh, wow, maybe I have gut issues, I’ve got skin issues, I’ve got weight gain, I’ve got issues got bags under my eyes, my hair’s falling out, all the things that most people struggle and deal with. I see that not connecting enough to those stories to help them identify a lot of information. Information that I think is great, but it’s not getting that person to sign up.

Michelle: Yeah, it’s usually lacking emotion, it’s lacking the story. It’s usually out of fear and sometimes that even comes from not being fully healed of that problem yourself. I think we need to normalize that you don’t have to be fully healed, you can be 50% of the way ahead of your client. It might be a condition that isn’t even fixable. It’s just manageable. And that’s okay too. Teach better habits, how to manage this diagnosis. So I think just feeling comfortable with that you don’t have that perfectionism. You don’t have to have the perfect story to share something. 

The Difference Between Oversharing & Sharing A Solution Within A Story

Rachel: I love when you said, sometimes we feel we don’t have a story. Let’s talk about what is too much to share? Because when we talk about a story, I start to think, Oh, my God, I’m going to share this time and this time and this time, but I always say don’t share without a solution. I think that sometimes when people overshare, they think it’s going to attract their ideal client, but they’re not sharing the solution in that story.

Michelle: That usually comes from when coaches think of their whole journey, from A to Z. They get out of that, what was the one moment where everything changed? So there’s this whole big long backstory of when I was five, this happened, and that impacted this. And then when I was 7 and 10, and 12, and 14. 

You have to find that balance between what’s too much information and what’s irrelevant? Literally wipe out what’s irrelevant. Some things are just completely irrelevant and have nothing to do with the problem or the solution. So they don’t really need to be shared, at least on your website. Maybe in conversation one day at a time. But it’s not really necessary unless it really did impact your health, and was a really major contribution to the problem. 

So really looking at things through the lens of did this contribute majorly to my health problem? And if not, it should probably not be included.

Strategies To Help You Nail Your Messaging

Rachel: Let’s dive into messaging. What are strategies that a coach who maybe feels they are horrible at messaging or they get writer’s block the moment they sit down to write something can use?

Michelle: Honestly, the easiest way out of that is to record yourself either on audio or video, and just talk through it. I think sometimes what can happen if you pressure yourself and feel you have to sell something or sound a certain way, you might be looking at it like, oh, I have to make sure this leads to my coaching package or program or something. 

But really, just be in that moment of the story and just tell it to your audience the same way you would a best friend or someone who doesn’t know something about you. It doesn’t have to even be grammatically correct when it goes on your website. People really truly connect with the story, the emotion, the meaning behind it. I think every person is capable of doing that. 

Sometimes if you get into that mindset of, oh, I don’t think I’m a good writer. Well, do you have good conversations with people? Can you open up? If you really, truly can’t, then share it with a friend or a peer health coach and then work on it together. There’s always a way around it.

How To Get Your Messaging On Track & Connect With Your Ideal Clients

Rachel: I think that’s a perfect solution for that Coach who has nailed their niche, but their messaging is off. We kind of touched on this a little earlier. But what would you say, if a coach is not attracting that client, they’re not getting people on Discovery calls, they’re not converting people to their freebies, what would you say is step one to look at?

Michelle: Step one would be to really look at, column by column, who is your ideal client? What are their painful moments? What are their current struggles? What are they still dealing with? What do they want to solve? 

And then put your storyline kind of side by side and ask yourself, did you cover those bases? When you were writing your own story, did you relate to how that made them feel? And how are they still feeling? How it affected their daily life, the things they’ve tried, and how they feel right now? How would it feel for them to not have to deal with what they’re dealing with right now? Talking about that, I think is the biggest thing and just showing up comfortably in it, in authenticity, and not feeling a lack of confidence or allowing that to show through. 

I think sometimes our own attitude on how we deliver our message can really impact how it’s received. So really trying to show up with confidence when you share it.

Rachel: That’s such a good point. Because we talk all the time about showing up and sharing our story whether it’s in the beginning of a webinar, or it’s a workshop, or you’re doing it in social media, and I think that lack of confidence and that fear to show up can sometimes give us writer’s block. So make that message clear to that ideal client. Don’t get stuck in static messaging where you don’t even infuse our own story. Then it doesn’t seem personal.

How To Overcome Writer’s Block Around Your Brandstory

Michelle: I can honestly say from the copywriting perspective over the years, I’ve had to step into a lot of shoes, a lot of voices, sometimes they’ve been super easy, and sometimes they haven’t been. That’s when I’ve personally faced writer’s block, like the shoes don’t fit or something. 

Always remember that it’s your story. They’re your own shoes. You’re filling them. You’re walking in them, you’re not trying to put on another pair, so you can write in a way that’s just honest and you and no one else truly can do that. Even as a writer, I really do believe that no one can do it better than you. 

We can finesse it up and make it sound super cool and marketable and all those cool things. But the heart of it, there’s always something there that only you can express, only you’ve experienced, only you can share. So get that draft down first, because that’s even a foundation that even if you have someone help you polish it up or something people need that. 

If your goal is to be able to work with a copywriter, take the exercise where you write down, what was your story? What was it like? What did you find out going through that process? Where do you go to school? Who do you help? Really being able to write down that story and then pull different micro memories, micro events so that when you’re working with a copywriter, or even a social media manager, those stories have to be there. Otherwise, it just becomes more information, and you’re not going to stand out from the crowd.

The Importance Of Having That Core Brandstory

Rachel: Exactly. And that’s what really differentiates you from 100 health coaches out there. If people are viewing that in their feed, what makes us so different is you have your story there. Otherwise, it’s all the same. 

Now, I know you do a lot of Facebook advertising writing. Would you say those kinds of Facebook ads do really well when they’re coming from that personal story?

Michelle: Always. Especially and that’s where that shift comes in. if you’re going out there in front of a cold audience, they’ve never met you before, you have to have that core story. That story that lives on your website, it’s in all your guides out there, your list builders. When you warm them up, and they become your warm market, you need something else to pull you need those micro-stories you need those moments, those day-to-day things that still happen in your company experiences, to be able to still relate to that audience.

Rachel: Love that. I think this episode has been amazing when it comes to brand stories, because a lot of us don’t share as much as we should. We wonder why our ideal clients are not hiring us, but we’ve just been given out a lot of information and facts. And when we stop that, and we combine that with a really powerful story, people identify.

Michelle: And they trust. They can trust you and then they also trust the authority that you’ve been putting out with the informational content. Then it’s like, okay, this person cares. They know what they’re talking about. 

Getting Comfortable With Sharing Your Story

You also want to have that connection, so that they can be vulnerable with you. You want to hire a health coach that you can feel comfortable sharing your problems with too. This story also comes into play so much in the discovery session, because one of the things that I always made sure of in discovery sessions is that we were talking like good friends. I was open to that person and shared trials and tribulations, things that had been a problem, things that are still a problem and talking about how it doesn’t run my life. 

When our clients come to us, that problem is running their life. That’s where we’ve come out of. So being able to have those conversations when we’re sitting in the beginning of a workshop or a webinar, on a discovery call, even having those conversations when you’re out at a party or networking event. You need to be able to say that to somebody and be comfortable. 

Rachel: I love how you said to record yourself. Because practicing how you position yourself with your story is a really pivotal change, it has to be a pivotal change in everyone’s business.

Michelle: Yeah. And that takes a lot of vulnerability. So it’s really giving yourself the grace to feel into that. But be vulnerable. Don’t be afraid to share what you’ve gone through and how far you’ve come, no matter how far it is, I think is really important.

The last part is to remember, people are new. People are always coming into your funnel. Those other stories are great for the people who already know you. But remember, you don’t know who’s coming to your social media page, you don’t know who’s reading your content. There’s always new people coming in. So you need to kind of go back to that origin story, driven front micro stories and be able to have that person really identify with you.

And speaking up, I love one of the posts that you always do, periodically It’s hey, I’m Rachel, I’m here. It’s been a while I’m going to reintroduce myself. Cycle that into your social media is great because it gives people an opportunity to meet you. Maybe they are brand new. So I think it’s really good to do something and say a few other things that don’t get mentioned as much.

The big thing about social media is we love to stalk somebody’s life. When you have those extra tidbits like, I’m an Aries, I’m originally from Philly, I moved to Florida, my dog is X. All of all the things that are fun for that person who does know you. And they get to actually find out new things. But then a nice reintroduction post for somebody who is brand new too, who doesn’t exactly know what you do. 

Rachel: That’s such a great tip. Put your brand story together. Make sure that you do your homework where you even do side by side exactly as Michelle said, what were some of the things you dealt with? How did you get over them? What do you do now? Do you still have obstacles in life? There are a lot of different categories that you can write in and do those columns so that you have the stories for yourself, for your social media, your messaging, and especially if you work with a copywriter. Plus, if you work with a coach, they’re going to want these stories as well. They’re going to want you to be able to tap into the stories so that you do have success and that you’re able to attract your ideal client.

Michelle: Messaging is so important for your health and wellness business because you want to reach the right type of ideal client, and you want to attract them organically, especially if you’re just starting your business.

You don’t have a ton of money to toss around with Facebook ads. So it’s really great to really get that concept of, okay, I’m attracting people organically on my social media, they’re connecting with me, they’re scheduling a wellness consultation, health discovery call, and they’re reaching out. Maybe they’re opting in to your freebie. All of that is so important.

In order for that to happen. You have to know who you’re talking to and all about them. But there’s so many things that go into it. You might even find that you have more than one type of person that you’re speaking to. So you might have to have some variation in your messaging and individual posts that go out or cycle them through or do something that.

But you should definitely know, the biggest things are: What’s that big problem that they have? What are symptoms that come from that problem? And really think about them. How old are they? Where do they live? Paint the full picture of what they do on a daily basis. That’s your ideal client avatar.

Rachel: If you’re looking to Google something, go to digital marketer, it’s Ryan Deiss. And Google ideal client avatar, there’s a great download that will take you through that process. You want to know age, demographics, dislikes, TV shows and movies they watch. Really play out the scenario of each of these ideal clients.

But before we dive into ideal client avatars and messaging, let’s talk about nailing your hook. Because I see clients left and right, who are saying, I specialize in gut and I just want to work with people to get them healthier. But it’s not going to work if you just say I want to work with everyone or I just want them to feel better. We want to get really specific.

So can you walk me through an example of a hormone specialist who deals with blood sugar, weight loss, and hormone balancing.

Michelle: Yeah the first thing, let’s say, you’re a hormone coach, and you’re saying something similar, I help women get their hormones in check, and lose weight and do things in the process, but get healthier. If that phrase comes out at all, the next question that I always ask is, well, what is healthy defined by that particular person that you’re speaking to? Because health is so different for everyone.

It’s really, really personal and based on that person’s goals and their problems and what they’re dealing with and what keeps them up at night and what’s their daily struggle.What’s their big goal?

So the hook really needs to be the biggest problem that you help solve for that person that dramatically changes their health or dramatically changes their life. But be so specific with it. Is it balancing hormones? Well, what does that mean? Are you talking to somebody who’s going through menopause or perimenopause? Menopause really messes up the cycle.

The more specific that you can really get with that, that’s going to help you attract the right people into whatever you’re putting out there like your freebie or workshop. So it’s really important to have the hook relate to that big problem that you solve for the person that you ideally would dream about working with.

Another step is to really know, signs, symptoms, and also what they want to achieve. So it’s really know those symptoms because that’s how people identify, and really know what they want to achieve. What is that big problem that you’re solving that they so desire on a physical, spiritual and mental aspect as well?

It’s really important to know those symptoms and what they’re dealing with, because a lot of times, it can be very easy to just fall into general language like, “I help women get their hormones healthy.” That’s good ground to start with. But then what’s next? And how deep can you go with that?

Get so specific and talk about things that might be uncomfortable to say out loud, but really connect with your ideal client? Is she having night sweats? Is her libido low? Did she gain weight during perimenopause? You have to get really specific.

When I think of copywriting and sales, if it was a sales page, these are your individual bullet points that have to be on your messaging everywhere, so that you can connect with them. You might have more than one type of person you want to work with.

So let’s say, you specialize in three things. Maybe it’s hormones, gut, and weight loss. Really sit down and think about, is this the same person that I’m talking to every time? Are these things connected? Or do I have different audiences for each of these? Which is fine, too. So it’s just really important to know that as you present your offer.

Rachel: Well, you just brought up a great point, because when we sit there and think of different audiences, we also have to think of that ideal client. So let’s say it’s a woman who’s dealing with weight gain during perimenopause. You might have a person who’s a stay at home mom, you might have a person who’s working in an office, and you might have a person who is a high powered CEO. But remembering that in your messaging, it’s okay to narrow it down and leave out your other ideal client.

So if you’re messaging and really talking to that CEO that has high stress, really go in and talk about high stress, maybe emotional eating, stress eating, or the weight that’s caused by perimenopause. Really speak to her in those pain points that she’s struggling with so she actually identifies with you and says, I’m going to opt into this freebie today, or I’m going to watch this masterclass where I’m going to sign up for this discovery session.

And I always look at it as someone who also loves health. If I’m going to hire a natural health person, whether it’s a doctor or someone else, I really look for specifics. What can they really help me with? When I’ve had breast challenges in the past, before I looked for natural, holistic experts that specialized in breast health. I wanted to know, is this someone I can hire who knows their stuff, and can really help me with this specific problem?

It’s the same thing when you go to your general MD. They refer you out to someone who can really help you go deeper in that specific problem. So it’s the same thing. So how specific can you get in your messaging as a health coach to those people who are really looking for that expert who can really help them solve those problems?

Rachel: Well, when we’re talking about messaging as well, we’re not just even talking about social media, we’re talking about messaging on your website. Can we talk a little about that? Because you brought up something that I would love to talk about, which is key words.

Before we jump into websites, how do you find your key words? I always say, do your market research, get 5-20 people on a phone call, interview them, take that time out to hear the words that they are saying. Take the exact words and write them down on a word bank. What would you suggest in addition to that?

Michelle: From an SEO standpoint, don’t be too creative. Use words that are so common that people are typing them in Google. So if you specialize in gut health, you should have keywords on your website that are digestion. Do they have a specific issue? Is it IBS? Irritable bowel syndrome? Gas? Bloating? Probiotics.

If you talk about that often, and you think your ideal client might be searching for those words that they are using every single day, use them. Make sure they are problem specific because that’s really important, because that’s what’s going to pop up in Google when they go search and you can even do that yourself. Go to Google and start typing it in, how to heal my gut. Notice all the things that pop up and look. Notice those common keywords and put those in on the back end of your SEO on your website.

Rachel: Such an important topic. Because so often we use health coach words that our ideal client wouldn’t use. Let’s talk about messaging on our website. So somebody comes to your website, and I forget what exactly is the amount of time you have to capture their attention?

Michelle: You’re lucky if you have three seconds. It’s so fast, because we’re a population that is just busy. So aesthetically, you want it to also be visually appealing, you want it to be attractive, you want it to be easy to read and then have pictures and things like that.

With these words, you want to think about the ‘above the fold’. The header needs to be so specific. And if that’s all they read on the website page, is that enough to keep them scrolling? Is it something they get over, whatever the problem is? Is it enough for them to take action on? “Click here and download my free guide.” It just has to be specific, it can be a question. “Are you struggling with your diet?”

Rachel: Your list builder should definitely be up on the top as well. So it should really be that big hook. The headline is that question in very, very bold, like Melissa Ramos.

Michelle: What I’ve loved about her messaging is that I remember her talking about super uncomfortable topics. She talks about UTIs, she talks about bacterial vaginosis.

For me, that is some clear, specific messaging. Most people get afraid to go that deep. So that’s when you fall back to that general messaging and general language, but do you say the things that they’re really struggling with? Because that’s what’s gonna make them opt in and click and hire eventually. So it’s important to be really specific.

If you’re focusing on a woman with Hormonal Health. Is it really balancing hormones naturally? Or is it really down and dirty to the women’s hormone health issues? Is it about her sex drive? If she could fix that, would it save her marriage? Really thinking about exactly what it is that that person is struggling with?

Rachel: That really comes down to that market research. In the beginning, say you’re coming right out of school, and maybe you haven’t done that market research. But for me, I asked friends, people who I felt had similar issues, similar health problems to that of my ideal client, I asked family members, I asked as many people as I could to get clear on what was the biggest thing for their gut issue?

For me, people came to me for food allergies and food sensitivities that was something that in their gut, somebody could deal with like Belly Bloat. But I found that food allergies and food sensitivities and weight loss were my big A’s and I never thought that I would ever be a weight loss coach with gut. But I found that so many people had bad bacteria that was leading to weight gain. At least that’s how I viewed it. And that’s what also set me apart from other people. I do gut differently. I do weight loss differently. Come and work with me and get down to your weight loss issues because you’re on a diet and nothing’s even working.

Michelle: That’s so important. I remember health coaching and I was scared to. It’s easier to write for someone else, right? Even writing for myself, I remember going and doing that inner work to be able to be confident in my own messaging. It took really being comfortable looking at my problems.

So for me, my ideal client was myself in the past, and that might be very similar for a lot of health coaches, that’s why we usually get into the field, right? We want to help the people how we helped ourselves. So it took a lot of feeling comfortable and being able to just push the limit a little bit. Am I talking about bloating? Am I talking about how messed up my stomach was or how I leave a party if I felt sick? Things I never wanted to share with anyone who knew me personally.

No, it was really necessary for me to be able to have people reach out and say, Hey, I’m so glad you did that post. I connected with that, can we have a talk? That’s how you attract people. It’s really just an honest vulnerability. So when you’re doing the market research also do the inner work.

Rachel: If you’re a different topic, because I’ve seen coaches who say, I’m scared to share my story. It doesn’t mean that we share everything. We share the things that we know our ideal client is going to say that is me. I remember sending an email out to my newsletter list when I had Rachel’s Wellness, when I was coaching about gaining weight when my probiotic wasn’t working.

I talked about this realization that I had for myself that I needed to rotate my probiotics so my body didn’t get used to it. All of a sudden, I got five clients from that email. People were like, Oh, my God, this is happening to me, I’m gaining weight, these pounds are so hard to get rid of. What’s going on? Let me try this.

All of a sudden, people were like, I need to work with you. Look at all these tips that you have. And just sharing that personal story with somebody. I also shared how it made me feel because people were identifying with my story as somebody who was recovering from food addiction, stress eating and not having a very good relationship with food. I struggled with food for years and it just helped me bring my client closer to my own life.

Michelle: Yeah. It provides a nice, comfortable platform for them to share in return. No one feels comfortable walking into a room and sharing something super personal. But if someone shares it first, then it feels like others can share, it’s a natural reaction. So it’s nice to be able to get those emails back or someone hitting the contact on your website, or having someone DM you because they’ve read your story.

It’s also just nice to be honest in your messaging, too. So if you’re struggling with that, just draft it a bunch of times. You don’t even have to put it out there yet. But draft it. Sit with it. Get comfortable with it yourself. Would this be the information my ideal client needs to hear from me in order to hire?

Rachel: Yes. I did with every post, whether it was posted on my personal page where I was laying the foundation for my brand, or posted on Rachel’s wellness, my business page, or on my Facebook groups. I always tried to really share with my ideal client, the very struggles that I had with asthma, the struggles that I had with food allergies.

Also even when I would have a flare, that was an important thing. If I had a flare, I used to get Angela Diem on my eyes. So my eyes would blow up after a food reaction. I remember posting that picture and being like, if you’re in a flare, this is what I do, and helping my ideal client to understand what was normal, autoimmune reaction and what was a flare. That landed with clients too. Be vulnerable in those situations where we would be so scared to share something because it also helps our ideal client to identify with us and humanize our work.

Michelle: Your message isn’t going to be for everyone and the people that it’s not for, that’s okay. I’ve heard from health coaches who were like, Well, I want to share this, but back before they did custom audiences on Facebook and everything, you can’t even do that on Instagram. They’re afraid for people they know to see it. You’re not sharing it to help those people. They should be there to support you wanting to help the people you should.

A lot of that comes down to that inner work that you’re talking about. It’s getting over the fear of what people are going to think. Because you declare that you are going to start this business. And you can’t just start this business by doing a few posts that are not speaking to your ideal client with your own messaging, it’s almost impossible to get hired.

Rachel: So let go of that self doubt and what are people thinking of me? That only leads to procrastination. So when we’re not doing the things that we need to do in our business, or when we’re questioning that, that just leads to procrastination. Then all of a sudden, we don’t have a business at all. We feel we’re failures. And it’s a vicious circle. Instead of just saying I’m going to let go of what people think of me, I’m going to make this post, I’m going to do it. And I’m not going to question that or look back.

Michelle: What was actually very therapeutic for me, is I went to other websites, third party websites, MindBody Green, Thrive Global, and I started doing some blogging there. Because even though it was a big audience, the chances of someone that knew wasn’t going to be reading it. And it was an awesome experience to have strangers commenting, thank you, this helped me so much. It just gave me this reassurance and confidence to build me up a bit.

So even if you can do some guest posting or guest blogging somewhere, and really get comfortable with that messaging, that can really help boost confidence to write.

Rachel: Whether you’re building your signature program, or blogging or doing things within those programs or within the blog, there has to be something that brings your story into relation to what you’re teaching. It’s not having that fear to go for the work that you need to do, or not having that fear to put out your signature program and find those stories that are relative to that signature program that you are selling to your ideal client. You have to really know the why of it. I think that’s important. Knowing why you’re messaging a person, knowing the journey that you’re going to take them on, whether it’s a blog, a workshop, or your signature program.

Michelle: Yeah, that’s really important, which goes right back to, who’s your ideal client? What’s their problem? Because when you know that everything else becomes crystal clear. Your freebies, your programs, your offers – everything that you do is there to serve someone. Once you know who that someone is, all the messaging becomes so much easier.

Rachel: Do you think that we’ve missed anything during this episode?

Michelle: I don’t think so. But I would definitely say if you’re really struggling with it, have a friend or a peer record you or record yourself. If you’re struggling with your messaging, look at the places that you’re struggling. Is it in your about me page, your website, social media posts?

First compartmentalize the areas, then actually say, I’m going to sit here and focus on a social media post, or I’m going to write down my story timeline. What happened? What was life like? What brought you to your knees that said, you’re going to change into this as a business? What do you teach now? Actually write it down and figure out the stories that you need to extract to infuse into your messaging and then actually record it. Record some of the verbiage that’s going to be on your website. It will take you out of that fear of struggle, because when we just let go and record it into our phone, it’s so much easier.

Rachel: Yeah, I can’t count how many times I’ve done that. I play it back too. Then you hear it and it just helps. It’s definitely a great way to express myself.

Remember, you have your messaging. You want to know what you do, who you do it for, what problems you solve, get very specific in that. You want to also make sure that your messaging is specific. You can have more than one ideal client avatar, just make sure that ideal client avatar works.

Lastly, really believe in your story. Believe in the story that you went through. And if you didn’t go through a health issue, you still need to get down and dirty doing the same work and figuring out what are the problems and what is your ideal client’s desire? Don’t be scared to get specific. In this, specifics is where you’re going to make the magic and that’s when your ideal client is definitely going to opt in, sign up or hire you.

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