It’s a total shame isn’t it?
To be so fantastic at what you do, and yet nobody knows about it. In a way, it’s almost tragic.
And yet for several hundreds of years, that was the story of Machu Picchu. If you’re not familiar, it’s the
ruins of an ancient estate built by the Inca’s back in the 1400’s. It is an archeological wonder.
The stone city, containing more than 170 buildings, thousands of steps, several temples, and sixteen fountains was built with impeccable craftsmanship. Experts say the precision of stone fitting in certain buildings “almost defies explanation.”
Today the ancient city is a UNESCO World Heritage Site, and one of the New Seven Wonders of the World.
It’s no wonder that hundreds of thousands of tourists from all over the world flock to Machu Picchu each year.
Why being spectacular doesn't mean you'll be popular
The Inca’s abandoned Machu Picchu in the late 1500’s. And although a few local farmers knew about the site, it wasn’t until one of those farmers and his son led a Yale researcher to it in the early 1900’s that it began to get attention.
That’s hundreds of years of obscurity for such a fascinating, mystical, and marvelous site.
The story of Machu Picchu is a magnificent one. A great city few people were aware even existed, was one day discovered. As a result, multitudes of raving fans from all over the world come to behold it.
But it's also a cautionary tale. Being amazing at what you do isn't enough to get the attention you deserve. You've got to be fantastic, and the right people need to know that you're fantastic.
Here’s the great news for you.
You don’t have to exist in obscurity for years, waiting for someone to “discover” you.
You don’t have to bust your butt day in and day out, hoping that one day your ideal customers will start to pay attention to the strong work you do.
And you don’t have to invest tons of money trying win the highly competitive battle for attention.
There is a way for you to strategically position yourself to get pushed out into the forefront. To get your ideal clients to fight to work with you. To get recognized as the expert at what you do.
All you need are the right words.
How to use words that woo your customers
You have to communicate with the people you want to serve. Aside from direct contact, that includes your website copy, educational content, social media posts, presentations, and even brochures.
And the words you use can make the difference in having an abundance of clients, or wallowing in obscurity.
That’s why 93% of business to business marketers and 76% of business to consumer organizations use various forms of content to win new customers.
They know that when they carefully craft their message and get it in the right places, their ideal clients will flock to them. You’ve got to do the same if you want to grow your business.
You’ve got to use words that demonstrate you understand the issues your customers are facing.
You’ve got to use words that showcase that you are uniquely suited to solve their problem like none other.
You’ve got to use words that get them to know, like, and trust you enough to get them to do business with you.
When you do it right over time, not only will you have a number raving fans, but you’ll have customers who won’t hesitate to pull out their credit cards when you offer something of value to help them.
Why finding the right words isn’t easy
Most people think they are able to communicate well. We do it every day when we speak to others, send emails, and write social media posts.
But studies show we often overestimate our abilities.
So although most people feel they do a-ok when it comes to expressing what they want to say, their message isn't always received the way they intend.
That's why celebrities and brands are constantly having to apologize for the words they put out in the public domain.
That also helps to explain why poor communication (read: not using words effectively), has been the root cause of sixty-five percent of divorces. And that’s among people who’ve pledged their undying love for each other!
Imagine the impact the wrong words could have on people who you don’t yet have a strong bond with.
The words you use can make or break your business.
It's not just as simple as sitting down and stringing together a few paragraphs about why you're so amazing. The words you use can be a powerful tool for you to escape obscurity, and win new business.
But that will only happen if you use them the right way.
The science of using words to win business
As much as communicating well seems like an art form, there’s a lot more science behind what makes it work.
There’s formulas, and psychology, and techniques that work together to induce action.
And if you’re not up to speed on the mechanics of how to assemble the right words together, your communications can fall flat. That’s no bueno.
I'm Sonia Thompson, founder of TRY Business School, and I’ve been a student of how to use the right words in business for nearly fifteen years. First, I did it as a marketer and business strategist growing multi-million dollar healthcare brands around the world.
And for the past five years I’ve been studying and doing it online. I’ve invested a ton of time, energy, and money sitting at the feet of giants learning how to write for results.
As a result, I’m a published author, host of a top-rated podcast in iTunes, and have written more than one hundred articles around the web, including on sites such as Inc., Huffington Post, Success, Copyblogger, and Smart Blogger.
These skills have also enabled me to conduct nearly 150 interviews with expert entrepreneurs, including high profile ones such as Seth Godin, Pat Flynn, Tucker Max, and John Lee Dumas.
And I’d love use everything I’ve learned over the years to help you find the right words so you can get found online, earn your customers' loyalty, and grow your business.
Here are three ways I can help you use the right words to grow your business
Content Strategy Development
Content Strategy Consulting
Platform Building Coaching
Content Strategy Development:
Set the right foundation to get found online
Content is a powerful tool to draw your ideal customers to you. But using content for lead generation and establishing authority isn’t just a matter of sitting down and cranking out a few articles. That’s a recipe for a whole lot of work and not much to show for it. You’ve got to have a solid foundation, in the form of a content strategy, that will guide the words you use to get the results you want. Here are five ways I can help you create the content strategy you need to grow your business:
If you've been creating content for a while, you're sitting on a gold mine. As such, there's no need to start from scratch. I'll review what you already have published across all mediums, and make recommendations on how you can make your existing content work harder for you.
The biggest contributor to the failure of blogs and other types of content is randomness. Just because you publish something, doesn't mean people will read it or take the action you want them to. You need a plan for how to get from where you are to where you want to go. I'll work with you to create a personalized content strategy designed to get you results. It will be based upon your goals, strengths, personality, and your market. No one-size-fits-all templates here.
Ideal Customer Personas
If you don't have a very detailed picture and profile of your ideal reader and customer, then you will have a very difficult time getting results with your content. It'll be like trying to buy the perfect gift for someone you don't know. I'll research your business' soul mate, and give you a profile that will help you know her as well as you know your best friend. It will include her dreams, desires, fears, and frustrations, as well as the words she uses when talking about them.
Ideal Content Profile
What if you could reverse engineer content that your ideal reader wants to read and share with everyone they know? Well, it's totally possible. It requires some research and analysis, but once the work is done, you'll have a clear profile of what type of content you need to create to reach your goals. This will include important details such as length, style, and format.
Content Calendar (6 or 12-months)
One of the hardest parts of publishing content is figuring out what you should write about. So I'll do the heavy lifting for you, and hand you a list of all the content you need to create in the coming months to execute your plan. Oh, and this won't be stuff that I just make up. It'll all be based upon data. :) I'll even include when you need to publish a post, and three headlines for each. This robust calendar is sure to be a procrastination killer. All you'll have to do is sit down and create.
Content Strategy Consulting:
Get the right strategy, and get your team equipped to execute it
Consistency is a big part of what will help you move the needle when it comes to attracting your ideal clients and establishing yourself as an authority. So you've got to create stellar content, you've got to do it over time, and it's got to be predictable. That way, your audience will know what to expect from you, and they'll get an opportunity to get to know, like, and trust you enough to do business with you.
If the thought of creating a ton of content in addition to all the other things you need to do to grow your business is overwhelming for you, don't fret. I'll work with you and your team to help you create a strategy that works for you and gets you results. And I'll train you to make sure you're able to execute that plan with excellence.
"Sonia is an excellent marketer and team player and she brings the coveted skill balance - the ability to think strategically, to lead with conviction and to execute with excellence." - Maureen Wendell, Managing Director at Palio
Platform Building Coaching:
Get step-by-step guidance on how to effectively use your words to become the recognized expert in your field
Connecting all the dots for how to build your platform to grow your business can sometimes feel like you're wandering through a maze. There are a lot of moving parts that work seamlessly together to progress you forward.
Instead of figuring out how to make it all work on your own, I will guide you through the process. I'll show you what you need to do, focus your efforts on the highest impact areas, and hold you accountable along the way. You don't have to take the journey to alone.
"From the moment we started talking I felt at ease and very comfortable sharing my ideas and thoughts with Sonia. I felt as if I had known Sonia for years. Sonia ensured I started with a big picture and focused my thoughts to achieving my overall objective.
By the end of the coaching session we had created the best course of action for the upcoming months. It is clear that Sonia has a natural aptitude to synthesize your thoughts into a cohesive and achievable plan. I think any individual that has opted to take the entrepreneurial path can benefit from Sonia’s approach and coaching abilities. She is great at clarifying your vision of where you want to go and providing you the steps to get there. She is definitely someone you would want to have in your corner helping you navigate through your entrepreneurial journey!"
- Amrit Morsara, aspiring entrepreneur
There's No Risk to Get Started
It’s important to me that you are satisfied with the quality of the work I do for you. As such, I am happy to take on all the risk. If for any reason within the first thirty days of us working together, you are not satisfied with the value you are receiving, let me know and you’ll get a full refund.
Are You Ready To Get Found Online?
Let's chat about how I can help you get the attention, adoration, and loyalty of your ideal customers
Getting started is easy. Simply schedule a free 30-minute consultation to get started. You can ask any questions you may have, get to know each other, and brainstorm which options might be right for you.