Short YouTube monologue (Sep 2024) by Katie McManus advising small service-based business owners — especially those with ADHD — that they lose high-paying clients by focusing on what they do instead of the clients’ desired outcomes. Uses a gym/personal-training analogy, instructs creators to market the result (pain relief or desire) not the fixing process, and ends with a brief bio/CTA.
If you're a small business owner who's struggling to get high paying clients right now, then listen up, because chances are you're marketing wrong. It sounds counterintuitive, but one of the biggest mistakes that I see small business owners make, especially if they're selling a service, is trying to show everyone why they need to buy that service. I mean, look at it this way. When you join a gym and sign up for personal training, are you signing up because you really enjoy being sweaty and in too tight clothes in a room full of other sweaty people while you, like, pick up heavy things and put them back down and make yourself really uncomfortable in a lot of different ways while someone awkwardly stares at you and tells you what you do wrong? No, you sign up for the gym and for personal training because you want to be hot, because you want to look damn good in your bikini this summer or whatever, or because you have a health issue and you really need to get back into shape. People don't sign up for stuff because they like doing the fixing. All right? People sign up for stuff because they either have a problem that's too painful for them to stay with or they have something that they want more than anything. So I know you're an expert. I know you think what you do is so cool, and I agree. I think it's really cool. But your ideal client doesn't. Honestly, your ideal client, if you were a magic belly dancer and you could belly dance and, like, take them from the problem they're in right now to the desired result that they want from working with you, they would just be like, dance, dance, come on, dance faster. So please, for the love of all things that are holy, like cheese, stop talking about what you do. Okay? Your ideal clients don't care, but they really don't. Oh, and hi. I help ADHD business owners make more money in less time with fewer distractions by showing you how to discover your profitable niche. Design an offer that they are starving to buy, and I train you on how to market and sell your services without wanting to vomit. I'm Katie McManus, business strategist and money mindset coach, like and follow for more content like this.
