Still not sure how to talk about your work?

Let’s see if any of this sounds familiar…

• Someone asks you, "What do you do?" and you're like, "Oh. Um. I'm a coach?" Or you whip out a perfectly polished elevator pitch... and people's eyes glaze over halfway through it. Or you sound exactly like every other person in the room who does similar work.
  

• People always say, "Oh, wow! How cool!" when you talk about your work... but they don't sign up to learn more – or work with you. (Even when you know that person is a perfect fit.
  

• You've tried to write your website a jillion-bajillion times, but it always comes out either dry and boring, or it's a confusing tangle of words that even you don't understand!
  

• You keep hesitating to get out there more – or even just tell your friends and existing network about your business – because you have no idea what to SAY.

Yeah, that last one is a biggie.

Not feeling clear on how to talk about their business is the #1 reason I see entrepreneurs not putting themselves out there.

Well.

First of all, you're not alone. Talking about your work can be tricky.

BUT.

Not to toot my own horn, but…

I’ve seen all the mistakes.

All the frustrations.

All the steps that cause the most confusion.

And here’s the biggest thing I see entrepreneurs get stuck on…

What most people don’t realize is that “messaging” isn’t just a single sentence or paragraph.

And it’s not a general elevator pitch that you try to jam into every single marketing scenario in your business.

True messaging involves multiple elements.

Elements that you use in different places in your business, at different times, for different purposes.

As I’ve worked with (literally) hundreds of business owners on messaging over the years, I’ve developed my own messaging system.

In this system, I break down the huge, overwhelming topic of “messaging” into these various elements.

What are these elements, you ask?

Let’s take a look…

Do you have all of these elements in your messaging?

1. Your Ideal Client's Language

Too often, I see entrepreneurs talking about their work in a way that goes right over the heads of their potential clients. 

If you've been struggling to get people's attention, this is where you have to start. (Bonus: going through this step makes ALL of your future copywriting sooo much easier.)

2. Your Handshake Intro

When someone asks, "What do you do?", the last thing you should do is respond with a 30-second, perfectly polished elevator pitch. 

Instead, your answer needs to be concise, clear, and crafted in a way that naturally allows for the conversation to continue – meaning, the other person is interested enough to ask follow-up questions, which then allows you to get into your deeper message...

3. Your Core Message

Okay, now we get to the good stuff.

Once a conversation has progressed past the basic introductions, or someone has read far enough on your website, or you've gotten into your presentation...

...this is where you get to share what your work is really all about. This is where your words show how you're different from every other XYZ Coach out there. This is where they start to realize, "Holy crap, this is the person I need to work with!"

But it still needs to be crafted in a way that resonates with your audience or your ideal client.

4. The Pillars of Your Approach

You're not a single-faceted person, and I'm willing to bet your work also involves multiple facets.

Whether you use various modalities or tools, or your process involves a series of steps or phases, or you have a very holistic approach to working with your clients – it can be hard figuring out how to communicate all of that.

I see a lot of websites where the entrepreneur is talking about ALL THE THINGS, and it's a big, jumbled mess that leaves me more confused than excited.

But, when we clarify the Pillars of Your Approach, we're able to write about "All The Things" in way that helps your potential client to understand that this beautiful combination is what makes you so unique, what makes your approach so powerful, and what makes it the perfect fit for their needs.

5. Your Compelling Bio

Let's face it: most bios are boring, and people skim (or completely skip) them. 

But you still need one. Once you start putting yourself out there more, people will start asking you for a bio. 

You don't want to have to recreate the wheel each time... and you certainly don't want yours to be boring or skimmable! 

But you still want it to position you as an expert (even if you're just getting started).

6. The Benefits of Your Work

This is the part everyone seems to forget about when they write copy for their services:

What are the results of working with you?

What will shift and change in your clients' lives? What victories will they experience? What new realities will they step into?

Truth is, writing about the benefits of your work can be hard. 

But they're so, so important – because this is what will convince people whether or not they want to spend their hard earned money on your services.

How did you do? See some messaging elements you’re missing?

Now, here's the thing...

You may look at that list and think, "Okay, I think I know what most of those things are."

But my question is...

Do you know how to talk about those things in a way that gets your ideal client's attention?

Have you written compelling copy for all of them? Copy that you can plug into various assets in your business, like your website, your service descriptions, a Speaker Sheet or Media Kit, and more?

This is the first thing I do with any of my private clients. 

And I teach so. many. classes and workshops on this topic.

But I realized I haven't done one for my own audience in... well... a very long time. 😬

So I'm fixing that!

Introducing...

Friday, March 29, 2024 | 12pm - 5pm EDT | 9am - 2pm PDT 

(Limited to 25 people)

Yep, you read that correctly...

This is a 5-hour workshop.

Because messaging is a BIG topic. 

I'm not going to give you a mere 15 minutes to work on an elevator pitch formula.

I'm taking you through my entire messaging process, which involves all of those elements listed above, along with plenty of time for working, asking questions, and getting feedback.

And don’t worry! We’ll take breaks, and – despite being an introvert – I’m a high-energy teacher who keeps virtual classes fun and engaging.

It’ll be one of the most powerful + beneficial days you’ll spend on your business possibly ever!

Here's what we'll do together...

This intensive is workshop-style.

Meaning, you won’t just be listening and taking notes, promising yourself you’ll work on it later.

You will actually be creating these pieces of your messaging as we go!

We will…

• Go through my 3-step process to craft a powerful, unique Core Message for your business that differentiates you from everyone else doing similar work.

• Write a clear, intriguing "Handshake Intro" (Forget those old, outdated elevator pitches – the Handshake Intro is a more approachable way to introduce yourself!)

• Identify what makes your work, approach, or philosophy different – and how to express that when speaking or writing about your business.

• Create the Pillars of Your Approach – which will spark a variety of ideas for content to use in your marketing. (Bonus: this step also gives you more clarity around your own approach, especially if you use multiple modalities or tools and never know how to talk about them all in your marketing.)

• Craft messaging around the outcomes and results your clients get from working with you – you'll be able to plug this copy straight into your website or anywhere you talk about your services!

• Write your Compelling Bio – because let's face it: most bios are boring, and people skim (or completely skip) them. I'll show you how to use your other messaging elements to craft an interesting bio that not only positions you as an expert, but is also fun to read.

• Identify the exact words and phrases that get your target market's attention – and get them excited to learn more.

Plus, I'll be pausing along the way, to give you time to work on each of these elements, ask questions, and get my thoughts

📝So come ready to take notes, work in real-time, and get direct feedback – so you can walk away feeling proud when talking about your business!

You’ll also get…

My Fill-in-the-Blank Irresistible Messaging Workbook

You will get access to my Irresistible Messaging Workbook in Google Doc format, so you can type directly into it, or download it as a .docx, or even print it out.

You’ll use the fill-in-the-blank templates and brainstorm sections throughout this workbook to get messy, have fun, and then pull together an organized draft of all your messaging elements.

Every time I share my workbooks like this, my private clients’ jaws drop.

That’s because I break everything down into the simplest steps I can, and give formulas and templates that make it easy but still allow (and even help) you to craft something unique and totally aligned with your approach.

I’ve taught this material so many times, I’ve lost count. And every time, I look at my templates again and ask myself, “How can I make this even easier?”

(And don’t worry if you’re not familiar with Google Docs! I’ll send you a video walkthrough of how to use it + save it in your preferred format.)

Here’s how the Intensive works…

The Entrepreneur’s Messaging Intensive is a virtual workshop.

On Friday, March 29th, we’ll come together on Zoom, where I will take you through my entire messaging process:

• I’ll teach a messaging element and give examples.

• Then, you’ll have time to work on that element yourself, using my templates, formulas, and examples.

• Then, we’ll move on to the next element, as they build upon each other.

• Every so often, we’ll pause for attendees to ask questions and get my feedback on their work.

When you enroll, you’ll receive a confirmation email with the details. You’ll get the workbook and the Zoom link closer to the actual Intensive.

And how about a bonus to help you after the Intensive is over?

Bonus: Copywriting Magic

Once you’ve got your messaging, you’ll want to start using it on your website, in your emails, in your social media, etc.

But you may get the feeling that it’s still not crafted or formatted in a way that works.

In this bonus, I take you through my Copywriting Magic Checklist, where you’ll learn all the quick, simple, and HIGHLY powerful tweaks to make your copywriting more effective.

Value: $47 —> You get it for FREE with The Entrepreneur’s Messaging Intensive!

Who am I?

Hi! I'm Cheryl Binnie.

I'm a messaging & copywriting strategist for coaches, service providers, and small businesses.

And I've been doing this work since 2012.

I've also taught at big business events and have guest coached for numerous business programs, some where I work with entrepreneurs for an entire year on growing their businesses.

By this point, I've helped literally hundreds of business owners with their messaging. (If we include all those big events, that number could be in the thousands, but who has time to count?)

So I know what works.

I know what doesn't work.

And I know how to help you uncover some of the best messaging and content you never even knew you had in you.

Over the years, I've developed my own approach to crafting powerful messaging.

Messaging that feels authentic, genuine, and HUMAN.

Messaging that attracts your ideal clients and shows them that you get it.

Messaging that moves your readers to take an action.

Messaging that results in new clients and more sales.

And that's exactly what I'm going to teach you in The Entrepreneur's Messaging Intensive.

The other thing you should know about me is...

I'm a really good teacher.

I've taught this material approximately a gajillion times.

And each time I teach it, I ask myself, "How can I make this even easier for them?"

So I've developed templates, formulas, prompts, exercises, and more – all designed to help you do this on your own.

(Though, in the intensive, you won't be totally on your own, since you'll be able to get my feedback! Plus, my workshop attendees always get so much out of listening to me give feedback to other attendees!)

Here are just a few snippets of comments pulled straight from the Zoom chats and event feedback forms of my past classes...

Ready to craft your message with me?

You're getting a lot in this workshop.

Like, a LOT-lot.

My private clients still pay multiple thousands of dollars to do their messaging with me.

But in The Entrepreneur's Messaging Intensive, you not only get my messaging process...

...and you not only get my templates and fill-in-the-blank formulas, all designed to make it easy for you to capture your own, unique message...

...but you also get time to work on it all, and ask me questions and get my direct feedback.

And the best part?

You'll have these skills forever. 

So any time your business shifts, or you need to add a new service or talk to a new target market – you'll know how to do it, without having to go hire someone for a few thousand dollars.

And you WON'T be paying a few thousand dollars for this intensive.

Or even $1,000.

Or even $500.

The investment for The Entrepreneur's Messaging Intensive is $197 USD.

Ready?

Let’s do this!

Friday, March 29, 2024 | 12pm - 5pm EDT | 9am - 2pm PDT 

(Limited to 25 people)

Single payment of:

$197

Questions?

Q. “What if I don't know my target market yet?”

A. That's okay. In fact, some of the writing exercises you'll go through in the Intensive will help you gain clarity around who your ideal client / customer is. 

Plus, the thing I've noticed is that we ALL end up shifting our target market or the description of our services & products after we've been in business for a bit. That's a natural part of growing as a business.

So you actually *need* to learn how to do this for yourself, so you can come back now and then to shift your message to speak more directly to your newer ideal client.

And please, please, pleeeease: Don’t NOT allow, "I don't know my target audience" to stop you from taking action. (I've seen entrepreneurs get stuck on this step for 6-12+ months – no joke – before they ever start putting themselves out there!)

And while yes, it IS important to know who you're talking to in order to connect with them – like I said, you're going to gain some clarity simply by going through the steps I lay out for you in the intensive.

Q. “How much feedback will I get from you?”

A. Great question! Depends on how much you ask for it. ;)

I've seen people go through courses or workshops where they never raise their hands during Q&A, and never ask for help... and then complain they didn't get any personalized attention. (Heck, I've probably been that person myself!)

So while I'm giving you lots of opportunities throughout the day to get my help, it's still up to you to ask for it. (If you get shy or anxious about asking questions in group settings, don’t worry: I’m super encouraging and Not Scary At All.🤓)

Now, to be honest, depending on how many people register, I may not be able to give full feedback to every single person for every step of this process. But I will do my best to spread my attention around. And every time I teach a class like this, everyone gets so much from listening to me help other attendees, too.

That said, I'm capping participants at 25 people, to make sure I have time to answer questions from as many attendees as possible.

Q. “I'm terrible with technology. How much tech is involved with this?”

A. You are SO not alone on this.

I'd say the majority of business owners I work with tell me they're "bad with tech" or even "scared of technology." (And I mean, they ALL insist that they're the biggest technophobe I've ever met.)

But no worries – the technology will be minimal:

• The intensive will take place on Zoom, so you just need to have a good internet connection. (Optional: a webcam, if you want to participate on video. It can also help to download Zoom beforehand – grab it here for free! – but you can still join us via the web browser version of Zoom.)

• I will be giving you a workbook in Google Doc format, so you can type directly into it. If you don't know how to use Google Docs, I have a video tutorial that will show you what to do with your workbook. I will also show you how to save it in a different format (like a Word .docx), if you prefer.

• I will send you email reminders that contain the link to join us on Zoom and the link to the workbook. Watch your inbox for emails that begin with: [Entrepreneur's Messaging Intensive]

Q. “Will this material work for MY business?”

A. Most likely yes.

I work mainly with coaches and service providers who work with clients either one-on-one, or in group settings. They may also sell digital products, like online courses or ebooks.

I also mainly work with entrepreneurs who have a "personal brand" – the business IS them, their name, their voice, their personality.

So most of what I teach will be geared toward businesses in that category.

Now, if you're an e-commerce site, an agency, or a brick-n-mortar business, you can still learn a LOT from this intensive. Like, how to talk to your website visitors with a human voice, rather than dry, stiff, "company speak."

I also recommend you ask lots of questions in the Q&As if you're ever unsure how something applies to your business.

Here are some examples of business types I've worked with in the past...

• Coaches of all types (leadership, business, health, relationship, life, executive, parenting, etc)

• Healers, energy workers, and body workers (read: VERY woo friendly!)

• Therapists and counselors

• Attorneys

• Consultants for massive, multi-national corporations

• Jewelry designers

• Food product companies

• Professional Development experts for k-12 teachers

• Internet Marketers & Digital Marketers

• Wedding planners and event organizers

• Business Service Providers (graphic designers, project managers, virtual assistants, etc)

• Keynote Speakers

• Home organizers

• Tutors and Academic Coaches

• Architects and Home Designers

• Fitness and Yoga Instructors

…and more.

The cool thing is – you're going to walk away with a message that does something many other businesses in your industry are failing at – connecting with your potential buyers on a human level and taking care of them as they learn more about your products or services.

Q. “I hate writing / I'm a bad writer. Will I be able to write my own copy?”

A. I promise you – you're not alone.

(If you were the only entrepreneur out there who felt like that, I wouldn't have a business because no one would need my help!)

But that's WHY I started creating courses to help entrepreneurs like you. Because you have to learn this skill set.

You're always going to need to communicate about what you do – and a lot of that communication will be written.

Since I work with a lot of coaches and personal brands, I've had to come up with ways to "pull out" the person's voice and personality. I'm going to share those tricks and methods with you in this program – and that's when writing becomes fun, easy, and natural.

So, yes. I do believe you CAN write your own copy.

Q. “It sounds great, but... #NoMoney.”

A. Honest answer? If you had money pouring in already, you wouldn't need this Intensive.

Now, I can't promise that you'll make tons of money right away if you take this workshop. There are other variables at play, like: Will you do the work? Will you actually put yourself out there, in order to let people know you exist, and to get people coming to your website in the first place? etc.

But I do know that most entrepreneurs I know are terrified of putting themselves out there when they don't know how to talk about their business.

And I also know one of the BIGGEST reasons entrepreneurs struggle to get clients, even if they are putting themselves out there, is that the way they talk about their business simply doesn't land. It doesn't get attention, it's not compelling, and it's not clear.

But when you have clear messaging that you feel confident about, then you know you’re hooking their attention, speaking directly to their hearts, nurturing a new relationship with them, and turning them into paying clients.

It might sound cheesy, but really – if you're trying to run a business, how can you afford NOT to have good messaging?

Q. “What if I want you to work with you privately on this?”

A. D'awwww, shucks. =)

First of all, thank you. It truly means the world to me when people are ready to trust me with their voice online.

Like I said, the investment for working with me privately is multiple thousands of dollars. If that's still something you'd like to explore, you can get more details about my Done-WITH-You Copywriting program here.

Q. “I'm already taking another business course / working with a business coach.”

A. Great! This is the perfect add-on for other business programs, because it actually helps you implement some of the things your coach is telling you to do. 🙃

To recap, you get…

• Access to the workshop-style Intensive on Friday, March 29, 2024 (12pm-5pm EDT / 9am-2pm PDT)

• The Irresistible Messaging Workbook – full of explanations, examples, and fill-in-the-blank templates to help you take all your ideas and put them together into messaging that WORKS!

• BONUS TRAINING: Copywriting Magic (value: $47)

All for $197.

Let’s do this!

(Limited to 25 people)

Single payment of:

$197

Decision time, my love.

Are you ready to craft a killer message? Something that will REALLY help you stand out? Something that you can get excited about?

Are you ready to take that message and infuse it into all of your writing – speaking events, your website, social media, podcast scripts – so that you’ll have a powerful platform to stand on?

Because having a powerful, memorable, compelling message is what causes people to really GET what you do. And they’ll be excited to work with you because they can see that YOU have something special.

Are you ready to craft THAT kind of messaging in a single day?

Because your people are waiting to hear from you… the REAL you.

I hope to see you there.

xoxo,

Cheryl