Define Your method
You may have heard me say this before but… your credentials aren’t what you do.
Has someone ever asked you what you do, and when you say I’m a…
…Functional Diagnostic Nutrition® Practitioner…
…or a Functional health coach….
…or a Nutritional Endocrinology Practitioner…
…or a Certified Nutritional Therapist…
…or a Functional Medicine Practitioner…
…their eyes glaze over and you can tell you’ve completely lost them in the maze of words that just came out of your mouth?
So you find yourself scrambling for the right words to describe what you do. But the deeper you go, the more confused they look, until they give you a polite excuse to leave the conversation or they totally ghost you.
And you walk away thinking, “What just happened?!”
Whether it was an in-person conversation, email, or social media exchange, how many potential clients have you lost in a scenario like this?
I get it.
You’ve worked hard to get your credentials, and you’re proud of them as you should be.
However, your credentials aren’t what you do.
The sophisticated words used to designate your credentials tell the potential client on the other side of the conversation absolutely nothing about what you actually do.
The key to attracting and enrolling your ideal clients is being able to speak their language in terms of transformation.
For example, when I work with health coaching clients, there are 3 main things I focus on:
- Figuring out what foods are right for their body so they can function at their potential and instantly have more energy
- Finding the missing pieces of their health puzzle using functional lab tests so they can restore balance and feel like themselves again
- Teaching them how to tune into their body and give it exactly what it needs so they can maintain the results they’ve achieved, continue making progress, and at some point won’t need me anymore
How does all of that sound to you?
I bet it sounds exactly like what you or your clients have been looking for. That is the exact response I get when explaining what I do in this way to a potential client.
This is what some would call my method or 3-step process. I call this my 3 Transformational Statements.
In this week’s video and blog, I share the formula for my 3 Transformational Statements so you can create yours and start speaking your ideal client’s language too!
These Transformational Statements not only help you communicate what you do in terms that your ideal client will understand, but they also are a part of your core marketing message. This will help you curate content for your website, social media, blog, or any other place you might be trying to market yourself.
The first step in creating your 3 Transformational Statements is getting clear on your niche and developing a niche pitch (aka elevator pitch) by reflecting upon your story. And if you’ve worked with ideal clients already, you’ll want to review what they have in common to nail the details of your niche.
If you missed this previously or need to review it, here’s the blog where I help you nail your niche pitch.
Once you’ve nailed your niche pitch you’ll be super clear on who your ideal client is and the solutions they are looking for in order to further explain the transformation you are going to take them through.
Your Transformational Statements expand on your pitch – when your pitch piques a person’s interest, then your statements draw them in with more detail. They continue to touch on the main struggles your ideal client is experiencing and the specific solutions for them.
Your personal health story is again where you will extract information to help you develop your statements.
My 3 statements reflect the main struggles and key turning points I experienced in my health journey that ultimately were the solutions to feeling like myself again.
Here’s the formula to help you curate your statements…
#1 – The Main Daily Pain Point
Your first statement should address their daily frustration and the solution to instantly build trust and credibility. Remember, this can be found within your personal health story.
Food was my daily frustration. No matter what diet I tried – and I tried A LOT – my health kept declining and my weight was just as hard to manage. Food sensitivity testing and metabolic typing helped me figure out what foods were right for my body. It was the difference between eating boneless skinless chicken breast and dark meat chicken thighs that turned it all around.
Eating right for my body helped me function better and gave me more energy, which is what my first statement indicates:
Figuring out what foods are right for their body so they can function at their potential and instantly have more energy
This is exactly what my ideal clients are looking for too. They’ve tried Paleo, AIP, Whole30, Keto, you name it! But they aren’t getting the expected results, so food is a constant frustration.
Now food is likely a primary frustration for your ideal clients too, but there is something unique about it, and as a result your statement should mirror that and look slightly different than mine.
#2 – The Nerdy Stuff
In the second statement, it’s now relevant to talk about the nerdy stuff, such as lab testing. This is once you’ve hooked them with your pitch, and have built trust and credibility by speaking their language.
In this statement, it’s still important to use their words, and not your technical jargon to help this hit home for them. For example, in my niche pitch I say, “…to find the missing pieces of their health puzzle so they can actually fix what is wrong so they can feel like themselves again.”
My ideal clients frequently say they feel as if “something is missing” and I felt that way too before I knew what was wrong. We also both say we just wanted to feel like ourselves again.
Therefore I wrapped this experience and feeling into my 2nd statement to explain the use of lab testing in a way that would showcase the transformation they could expect to receive when working with me…
Finding the missing pieces of their health puzzle using functional lab tests so they can restore balance and feel like themselves again
#3 – The Big Lesson
And lastly, you’ll want to wrap it up by sharing the key lesson they will receive by working with you. This will help them achieve their desired health outcomes. This third statement is where you can cover all of the lifestyle changes you’ll be teaching them that will support a higher state of health.
Again, we have to put this in their words, in a way that sounds attractive to them. People aren’t really walking around saying things like…
I want a better self-care routine
I want to learn how to manage stressors
I want to make myself a priority
We know these are the things they need to do, and you will help them to do them, but most people resist change and don’t know they need these things. What they do know is that they want to feel better, to have more happiness in their life, to be empowered.
So this final statement should sum up the big lesson you will teach them in your work together as it relates to their desired outcome.
When I look back on my journey, not listening to my body was one of the biggest ways that I landed in a state of poor health. I was ignoring it and driving it into the ground. Learning how to tune into my body and make choices from that place has been the biggest lesson I’ve learned in order to maintain results and continue making progress.
My ideal clients are just like me. They are doing the same thing, have the same lesson to learn, and want to be their own health boss. So this is the transformation I encourage them to cultivate all along the way in our work together.
“Teaching them how to tune into their body and give it exactly what it needs so they can maintain the results they’ve achieved, continue making progress, and at some point won’t need me anymore”
These 3 statements are part of the foundation for clearly communicating and market your 3-step healing process to potential clients.
They are a key talking point during your consultations to show the value in the work you do and easily enroll clients.
And as I mentioned earlier, they are a part of your core marketing message, giving you magnetic themes for blogs, newsletters, social media content, and any other place you might be marketing yourself.
Now it’s time to get to work by creating your 3 Transformational Statements so you can attract and enroll more ideal clients.
P.S. Want more guidance and coaching support for creating your statements? This is exactly what we dive deep into in my Practitioners’ Business Essentials program so you can make $5K or more per month by finding your ideal clients online. Click here to check out the program and get more guidance.