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Welcome to Make More Money without Selling Your Soul with me Polly Lavarello, evergreen marketing expert. This podcast is for you if you are an online entrepreneur who is looking to simplify their business to scale.  On this podcast you can expect to hear regular talk about wealth, about selling and about wellbeing. Because I believe these three core fundamental things are pivotal to your growth moving forward.

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Hello, and welcome to make more money without selling your soul with myself Polly Lavarello, evergreen marketing expert and cushy business pioneer.

I really should have thought of an introduction that was less of a mouthful, but here we are eighty five episodes in I think and still still using it still going strong, or am is it eighty six somewhere along those lines, they’ll definitely be a celebration when we get to 100.

Anyway, today we’re talking about how to turn your followers into sales. And I’m gonna let you in on a little secret of mine. I can tell you, within seconds, if your Instagram account is effective at generating sales or not. That’s how obvious it is to anyone who knows. Because there is a very obvious formula to what generates sales. Now, it’s really important to highlight that attention is very different to somebody choosing to buy, okay, so a lot of people can create kind of lifestyle content, where someone may want to follow all their adventures and escapades. But whether that translates into sales is an entirely different thing. And the majority of people in my world don’t want to be lifestyle influences aren’t here to be selling swimsuits, they’re here to sell their services. And a lot of them may quite rightly, myself included, exercise quite a lot of privacy around your own family and your children. Like I will share glimpses because it’s a part of my reality and social media, social after all. But I don’t share much about my children on social media, or about my partner, he doesn’t even have a social media account. So they don’t feature very much they featured a bit more recently, because I got married two weeks ago. And yes, I’m gonna keep on banging on about that.

But you know, I don’t talk about these things very often, because I know my social media channel is about helping people understand how I can help them. And that is my focus with my social media. And I have as much fun with it as I possibly can have. And you’ll be seeing lots more of that if you follow me on instagram very soon. But anyway, let’s get into the subject at hand. So why is it that I can tell whether someone is effectively selling on social media? Well, like I say is because it boils down to a simple three part formula that I am going to share with you right now lucky listener. And when you hear how simple it is, hopefully you’ll be inspired. And I’ll tell you why. I’ll tell you why a lot of people, despite this being a simple formula, get it wrong. I’m deliberating whether to tell you before I share the three part or after I think I’m going to deliver it I’m going to serve it up as pudding. Okay, so let’s start with the main course, let’s get into the three part formula. So the first one, and as I say these, you’re probably going to I can almost hear the groans as I even think about saying these words, because I know some of you will hear this and go, Oh, I’ve heard this before. However, my friends, if you aren’t making the number of cells you like, then you have not heard this as deeply or as well as you need it to hear it. And what I mean by that is we receive things on totally different levels, depending on when we hear them. The way a message will be kind of absorbed and implemented, really varies differently according to how long you’ve been in business and how much experience you have. So number one, let’s get into it.

Let’s let’s like anticipate those groans, get clear on the valuable, valuable problem you solve. Now, you already know this. And if you don’t know this, then you should have already known this. But I’m still articulating this because a lot of people do not spend enough time around this. A lot of people see that This is a simple tick box exercise. And they will say things like, you know, I help couples fall more in love or I help people have healthier bodies, I help people no longer have acne, I help people set up evergreen funnels. And they assume that is enough. But what do you need to be, you know, for it to really be a valuable problem that you are solving for someone to discover your let’s say, Instagram account and go, Oh, my holy Lord, Break me off a piece of that I need some is that that problem needs to seem deeply personalized to that human being consuming landing on your account or landing on your website. It really needs to speak to the language they’re using around the problem and be something ideally, that they are proactively seeking. So we’re not doing the whole thing of you know, I don’t know if you’ve ever seen the triangle of awareness where at the bottom, there’s loads of people, but they’re entirely unaware. Higher up the triangle, there are those who are more aware and ready to part with their money, but there’s less of them, believe me, there’s enough of them. Okay. And the delightful thing about working with people who are problem aware, and ideally solution aware, which is an even smaller part of the triangle, and an even smaller group of people, is that they will part with their money much sooner, because you’re not needing to convince them that anything is wrong, they know something’s wrong.

And they are already reading the books, listening to the podcasts, working with the you know, whoever it is to solve that problem. And you are simply packaging up your transformation in a way that is different from everything else I’ve tried so far. That helps them feel trust that actually you and your offering could be the solution. So it’s really really important to not just think, Oh, I help people have healthy relationships have healthier bodies. There, you know, soon as you say something like that something that generic that broad, you are comparable to anyone else who works in your space, which there will be a lot of, and when you think about the client you attract, there will be things that a specific about them that you know, and things that are specific about you, that drew them to you. So one of the things I talk about when it comes to understanding the valuable problem, you solve a really simple way to get clear on what is that problem? And who do you love to help? And how do you get specific is thinking about what I refer to as your strength, your strengths. So where do you really shine, because the clients you really flow with, who make your work, feel easy, who come to you and almost embrace you like a long lost relative because you just vibe that easily. Those are the people you get to attract a lot more of. So it’s really valuable to take a moment, you know, you shouldn’t even be thinking about, you know, creating offers, particularly like one too many offers, unless you’ve got valuable experiences with one, two ones. And even if you’re attracting in your first few, one, two ones, it’s still really valuable to think about what have people reflected to you, that is so special about working with you. The best way you can communicate that the better the client experience, our experiences are that you have because your work was super aligned. I hate that word. But struggling to find another word that Matt, you know, that kind of does the same job, but you will find the best dreamiest clients to work with who you love to work with. Okay, so, like I say this question is simple, but really difficult to answer. And genuinely, it’s probably the main reason why most people come to work with me so we can dig deep.

You know, ultimately, the work I do with my clients is a combination of market research. Understanding yourself understanding your experiences, understanding your ideal clients experiences, understanding them, not on a level of they’re 35 they read Vogue, they, you know, none of that stuff that like they like wearing pink and getting their nails done every single month and whenever they I don’t know, love, whatever it is, but the better you know them the sooner like It’s like it, you know, a love letter that lands through their front door and they’re like, Oh my God. That’s what it should feel like when you can do that. You will see sales with so much ease and I guarantee you, if there’s a competitor in your space, you’re like, Ah, how do they make it look so easy? It’s because they’ve nailed that part that is genuinely the foundation the linchpin to absolutely everything else you do. So part number one is understanding the problem you solve because then you can do is create endless content, a really powerful homepage to your website and all the things all kind of circumference circumference thing is that even a word circulating around

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that problem that you solve, so that when someone discovers you, they’re like, Yes, finally, someone who really understand let’s say, for example, the couple who’ve got more Netflix and less chill, you know, you’re speaking my language, you understand what it’s like to be in, I don’t know, a marriage of 20 years, and you understand what it’s like for, you know, you’re not needing to go to like, I don’t know, couples therapy, but at the same time, you would love for your relationship to feel fresher and more Invigor. I don’t know, whatever it is, but the more specific you can be to someone’s situation, the more they’ll pay attention, and the more you will become their only choice. Because nobody else understands where they’re at, like you do, it boils down to that whole concept in marketing, which is when somebody trusts that you understand where they’re at, they’re also very likely to trust that you have the solution on the other side, because how else can you know them that well, okay, so that’s number one, solve a valuable problem. Number two, is get clear on the perfect package for those skills. So again, that’s going to look different for so many people. And it may be that you end up having two different types of packages, you may have a more introductory one for people who are brand new to your world, and a bigger, more fully fledged, larger transformation for those who are warmer in your world who are ready to jump in. Again, it really varies, you know, there are some very, very niche areas where you can simply just have a high ticket offer or you know, where you’ve got really established brand authority where you can just have the high ticket offer. If you’re new on the market, it may help to have some lower ticket lower investment quicker win type offer, where people get to have a flavor of the full transformation before committing to more, oftentimes, that looks like a 12 week program, for example, or 90 days, when we call it 90 days, people jump in, at sounds so much better than 12 weeks. So two really simple things, the problem you solve and the perfect package to sell that in. Because that also means any content you create on the other side, there’s going to be so much clarity around it, it’s going to be so perfectly curated for who it’s meant to meet. And it’s going to be so easy and exciting for you to talk about it. Because you’re so you really believe in the power of what it is you’re inviting people into. Which leads me on to number three, you can have the perfect offer. But if nobody bloody knows about it, nobody’s going to be buying it.

So part number three is make the bloody invitations. And don’t just assume saying you solve a certain problem is going to be enough. Share your methodology or your unique process. So that people again, can’t compare you to anyone else. You’re no longer just a relationship coach saying, I help you have a better relationship. But no, you’re sharing your unique blueprint, your unique process, your unique framework, call it whatever you like. But you’re sharing that three part process that people work through, and that when they work with you that they don’t get with anyone else that is leaning in. But that is built on your strength, your strengths, right? So that people know if they don’t work with you, they’re not going to get that same experience anywhere else. Now we know. We know that’s true regardless, right? Whether or not you have a process, but people’s brains don’t know that people’s brains if they can compare you to another person in your industry to easily they are then a weighing up which one to go with. However, when you are such a niche, such a category of one, they won’t be comparing you to anyone, they’ll just simply be thinking, do I do this today, or tomorrow? That’s how simple it becomes. That’s when sales come in like that. It’s so simple. Some people almost feel a bit uncomfortable by how simple it is. And I wish sometimes it wasn’t such an easy formula because it can make people feel a bit icky. But the proof is in the pudding, the people who take the time and energy to create an offer that solves a problem that is based on their strength, your strengths, which they communicate as their own unique framework or process, make sales in their sleep. Because all they need to do with their marketing is to speak to their unique methodology to speak to the problem they solve to to speak to their deliciously unique client and their own specific predicament. And do that enough times the compound effect is unreal. And as people come in to work with you, and have those phenomenal experience you know have that phenomenal experience and get those from do phenomenal results. They’ll tell other people about you. So you’ll then get those affiliate sales coming in through your happy clients, you’ll have people recommending you because there’s nobody else like you.

You’ll have people inviting you onto podcasts, which again will result in sales because of that trust transparency, like, everything grows from this strong foundation of an epic offer. Even things like what should my lead magnet be? How do I grow my list becomes easy when you know what your core offer is. So you know, I actually had a client reflect me this morning, in a message he kind of said, I don’t know if I’m putting the cart in front of the horse. And I was like, No, this genuinely is the foundation and the early stages, it can feel like putting the cart in front of the horse, because you’re like, I’ve got this epic offer. And you know, I’m still growing my following. I’m still building my list. I’m still doing all these pieces. But you will you won’t do any of those things as effectively. If you don’t know the road, you’re steering them on. If you don’t know the journey, you’re inviting them on to your messaging will be diluted, your invitations will be vague, your you know, everything will be up in the air and Nancy pantsy it doesn’t need to be that way it gets to be deliciously simple. Anyway, if this podcast has opened your eyes to how you can be turning your followers into sales, with so much more ease. And you’d like to know a bit more about the how I’ve just created the most delicious Guide, which includes a little juicy webinar, tiny short one, that’s going to go into these pieces even more, as well as a gorgeous guide. So you can literally take the information and start mapping out your perfect offer. I mean, it’s just I mean, I couldn’t be prouder of it. Being modest here, but it’s a really excellent freebie. Because I really really want as many of you as possible, creating industry leading offers standing out as the cherry on top in your industry where everyone else is just a little naked cupcake you are you are just all of it. The buttercream, the cherries, the sprinkles, you are unmissable, you are unforgettable, you are industry leading because believe me that offer, you’ll be coming back to me in a few years time saying that is where it all began, everything changed the moment I committed to creating a better than the rest offer.

And if you want to know more about that, look at the link in the show notes. And you’ll be able to access my freebie straight away. If you haven’t got time to watch the webinar, at least you’ll have time to download the guide. And you could just bookmark the webinar to come back to later if you can’t watch it immediately. But like I say, I’ve made it short and sweet, so you can get straight into it. It’s already had some phenomenal feedback, which is why I’m sharing it again. Anyway, that’s it. That’s all I have to say. I hope you found this week’s episode useful. And next week, I’m going to be back talking to you about why now is the I mean, it’s already too late to be list building. But let’s get into the value of list building because I feel like I’m randomly clicking all over the place here. But I feel like I can’t talk about it enough. So that is what’s coming next week we are talking about list building, and why you should be doing it all the time. And three really simple ways you can be doing it organically without even needing to touch an ad because that’s so important. So I’ll see you there. I’ll be in yours next week. And if you enjoyed this week’s episode, please do drop me a review. Again, this makes me so incredibly happy. And if this episode, these episodes make you happy, then that is the fuel. To me continuing is getting that love back from you just tells me that you want more. So please, if you want more episodes, give me a review and I will keep on tracking. Alright, I’ll be in your ears next week.