In this episode, Ashley discusses the critical role of examining what your clients actually want and articulating that specificity in business messaging and marketing

Key Points:

1. Balancing Emotional and Ego Desires:

   • Highlight the importance of addressing both emotional and ego-based desires.
   • Caution against speaking exclusively to either side, advocating for a blend of both in messaging.

2. Mindset Shifts in Marketing:

   • Acknowledge various mindsets around marketing, particularly obstacles hindering specificity.
   • Challenge the traditional corporate marketing mindset and the need for adaptation in the online marketing landscape.

3. Attracting vs. Repelling:

   • Discuss the shift from a focus on attraction to repulsion as business matures.
   • Stress the significance of repelling non-ideal clients through specificity.

4. Consistency Sabotage:

   • Address the common trap of consistency sabotage, where businesses feel pressure for linear growth.
   • Advocate for a shift from a novice mindset to a CEO leadership approach that values cyclical growth and strategic decision-making.

5. Understanding Client Needs:

   • Encourage a deep understanding of clients, going beyond surface-level desires.
   • Emphasize the value of spending time and effort to understand client experiences and challenges.

6. Fear of Repelling Clients:

   • Discuss the common fear of being too specific and repelling potential clients.
   • Highlight the counterintuitive reality that specificity attracts a more engaged and committed audience.

RESOURCES

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