Yesterday was my first ever teleclass, and it was awesomepants.
Firstly, to keep my new commitment to myself, I won’t hint at the bottom but instead I’ll open with the announcement that I launched a new resource during the call.
It’s here to transform struggling bloggers into business owners – from “I have a website” to “I own a business”. If you’ve been plugging away at your website for months or years without making much money or impact from your work, then please go check it out. It’s called Cash and Joy Foundations, and it is waiting for you.
Now, to the teleclass! to download the audio, or listen by clicking underneath:
A few further thoughts
At the beginning of the teleclass, I semi-jokingly outlined the process for identifying the deeper benefit of your work.
- Find a friend that loves you but won’t pull their punches.
- Give them a Wily E. Coyote-style sign that says, “Why does that matter?”
- Talk about what you do, while the friend keeps digging.
That is really the core of what you need to do.
Why do you need to dig?
You are in love with your work in a way that is different from the people who buy it.
They love it as a consumer of the work: the person who can’t wait to wear your piece to the next party, or to be able to confidently say, “No thanks” when someone offers them a cigarette. They love the experience of using your work and what it brings into their life.
You love it as the crafter of the work. You love the technical mastery, the fascinating interplay between ingredients, the thrill of creating a result that was beyond your skills a year ago. You love the experience of creating your work and what it brings into your life.
If you don’t dig, you will describe the aspects of the work (how it’s delivered, the materials used) that you care about most, instead of the ones that your audience cares about most (will this work for me, will it deliver the outcome I desire).
And you aren’t buying your work.
Let that brew for a bit.
Feature, benefit, benefit of the benefit
Here’s one of MANY ways to use this deeper understanding of what you’re really selling.
There’s a classic marketing recipe: feature/benefit. It comes in this hard-wearing case, so you will always be able to find the pieces. It does this, which means that.
I like taking it a step further. Here, for example, is my description of this business:
I help you uncover, amplify, and communicate your best work so you can make squoodles of cash and joy from your business. Because when you do that, your business is a blessing to you, and to the world.
See that? Here’s the breakdown.
I help you uncover, amplify, and communicate your best work – what I do.
so you can make squoodles of cash and joy from your business – the benefit of the work.
Because when you do that, your business is a blessing to you, and to the world. – why that benefit matters.
Did you get tingles reading that?
I sure did.
And that’s the point.
I hope the call and these extra notes are useful to you. I enjoyed the heck out of that teleclass and am thinking of running another one for kicks in a month or so. Suggestions on topics are welcome, and let me know – do you like the machinegun-question-answering style of this teleclass, or would you like more of a mix of theory and practice next time?
And don’t forget – if you were frantically taking notes during the call in the hopes that somewhere in it is that one spark of wisdom that will get the orders coming in, then do yourself a favour and consider investing in Cash and Joy Foundations. It’s affordable transformation, my darling, and I want to help you shine. (See mission statement above.)
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