Bella chose episode 56 with Lain Ehmann to be part of the Best of Bella series because it was one of the most downloaded episodes of Bella in Your Business. Bella and Lain dive in deep on branding and how to make your website stand out. They talk about figuring out who you are as a brand and a business, Lain even offers a free download to help you!
- Who is Lain? [3:25]
- What mistakes do small businesses make on their website? [4:30]
- How can you correct the issues? [7:00]
- What is messaging? [9:50]
- Should all businesses be concerned about branding? [18:00]
- How do you share your marketing across different platforms? [20:40]
- What is something businesses shouldn’t do in messaging? [23:50]
- Where can you find out more about Lain? [27:20]
Original Show Notes
On this episode, Bella spends time with Lain Ehmann, Marketing Strategist at #FastLain.
You will learn how to make that message different between the mediums. In particular, be conscious of the frame of mind people are in when they are reaching out to you vs. when you are reaching out to them. Give them something they wouldn’t expect. Don’t sell them. Listen in as they talk about the mistakes small businesses make on their websites, including telling a story that your audience wants to hear vs. telling the story you want the audience to hear. Be mindful of your audience.
Messaging, which is “communications branding”, is critical to success. It is the message you are going to consistently send out to your audience that also helps you distinguish yourself from others in your niche. As a bonus, doing so may even allow you to charge more.
“Messaging is a tool to do that by defining who you are, what the value is that you provide, and the audience you provide that to.” – Lain Ehmann
The next logical step in the process is helping customers see that you can solve the problems they have. You can drive customer motivation by tapping into their “pain points”. Bella recommends that you include the benefits of your online scheduling as part of your messaging. Lain says that playing up your “secret sauce”, that unique niche that you have identified, will help you reach those who need that service and even build your standing among those who don’t because they see how much you care.
They also recommend doubling up on your marketing. For instance, doing a Facebook live with tips about dog walking and then putting a link to that under your services page.
Another common mistake Lain points out is that often business owners speak from their point of view and assume that the audience knows everything that they know. In fact, educating the audience should be an important part of your efforts. Make sure they understand the terminology and services you are offering. Lead them through your site to the call to action.
Lain is a bestselling author and communications strategist, who specializes in helping six- and seven-figure entrepreneurs uncover hidden profits and potential – FAST. Her superpower is saying what your customers and clients really need to hear, to get the results you want as quickly as possible.