307: How To Sharpen Your Content Messaging

Melissa Henault [: 00:00:00

Hey, hey, hey, I hope you guys enjoy these what I'm calling podcast shorts for my burnout to all out community. This is just a little peek behind the curtain of the coaching that goes on inside of my programs, we're bringing to you some of the best nuggets and coaching I'm giving within hot seats of all of our different programs, whether it's our LinkedIn Method Academy, our mini mastermind business basics all the way up to our higher level mastermind. If you're hearing some of these questions, and you're like, Man, I wish I could get my burning question answered by Melissa. Hey, guess what, you could be featured on my podcast. If you've got a question that you want answered and you submit it to my team and we pick it, we will bring you here to the podcast for our podcast shorts and do a hot seat with you. Where can you submit your questions? Send them to teamburnout2allout dot co. We'll make sure we drop that in the show notes for our podcast shorts. And I hope that you guys find as much value in these shorts as our clients do inside the program.

Melissa Henault [: 00:01:13

Need some effective tactical advice that actually helps you get results and makes a real difference in your life and business? You've come to the right place. If you're finding yourself here today, it means you're getting ready to gain serious traction in your business, rapidly multiply your income and impact, and you're ready to make it happen while living all out. Guys, I'm Melissa Henault, your trustworthy corporate dropout turned 6 figure business burnout turned happy and healthy CEO of a multimillion dollar online business, and you're listening to the Burnout to All Out podcast. On this show, we're serving up innovative growth strategies, simple implementation methods to put them into practice, and action stimulating inspiration tailored specifically for the modern entrepreneur. Let's dive in.

Bobby [: 00:02:11

I'd love to just get some feedback on the description of what I do on LinkedIn. Every coach has a different opinion, so I just modeled it based off somebody else. But I know you're the LinkedIn guru, so I'd love to get your take on it. I've got a basically, I have a launch coming up. Mhmm. I've been making posts on LinkedIn, and we've got a really good baseline of, I think, about sixteen, seventeen hundred of my ideal clients as connections. But when I post, I think, like, two or three or five or six people are only seeing it. And I realized yesterday on one of the group group coaching calls, I had, like, over a thousand pending friend requests, which I deleted all of those.

Bobby [: 00:02:51

So that might help right now too. So yeah. Like, any any tips around, like, how I'm showing up or just some post recommendations for this upcoming launch would be amazing.

Melissa Henault [: 00:03:02

Alright. Let's see. You are helping with sales with business owners, specifically kind of in the health and wellness space, but also you're open to other businesses. I remember us talking, like, accounting and and other arenas as well. But, like, right now, your larger book of business is in the health care space. Is that right?

Bobby [: 00:03:22

Yeah. Basically, what we do is we help highly qualified experts reposition themselves in the market in a way that allows them to attract premium clients, and then we teach them how to communicate their value and sell high ticket packages, really successfully. So we used to kinda open it up to everybody, and then we realized there's all sorts of businesses. So we like to work with, like, highly qualified experts like accountants, interior designers, and we love the health space too just because we're into that as well.

Melissa Henault [: 00:03:50

Yeah. So the first thing I would tell you, Bobby, from a headline perspective is, again, coming from, like, a CEO's perspective is I was talking about this a little bit earlier. Like, you wanna sell them their desired state. And so for me, when I see business strategist for health experts, if your headline could be about anyone else in your industry, like, you haven't hold a compelling enough story. And so, like, everybody's a business strategist. So, like, how do you differentiate yourself, number one? The other thing is how do you speak to the results? So instead of business strategist for health experts, I would use words that are more powerful around revenue, profit, profit margin. Because at the end of the day, if the business strategist can't help us drive revenue and, like, financial growth in the company, like, that's what's gonna catch my eye more than just strategy around business. They may think they've got their business altogether, but they just can't get the sales the way they want.

Melissa Henault [: 00:04:48

They can't get the revenue. So I would use the word revenue growth or profit growth. I would use bottom line language in your headline. And then I love what you said around kind of higher quality, higher ticket clients. I would also use that in your headline because, again, this is a storytelling that's going to differentiate you from other business strategist. You are here to drive revenue, and you are here to drive high quality clients. You're here to help them raise their prices. So, like, you can't say all of that in your headline, but you get the gist that I think that you can create a more compelling headline that differentiates you in the market by the desired state that these people are looking for.

Melissa Henault [: 00:05:35

Does that make sense?

Bobby [: 00:05:37

Yeah. Like, elevate your brand to skyrocket sales or something like that. Like, is it more of a sentence or more of, like, these little phrases that I've been using in the past?

Melissa Henault [: 00:05:45

Yeah. So it can be a sentence. The bottom line is it needs to be super compelling that people jump out of their seat, and they're like, I wanna learn more about this or that is exactly what I need. Like, you just wanna create mass curiosity or literally slap them over the head with the results they can expect by working with you.

Bobby [: 00:06:04

Okay.

Melissa Henault [: 00:06:05

But when I say business strategist for health experts, it's like

Bobby [: 00:06:08

Yeah. It's boring and flat.

Melissa Henault [: 00:06:10

It's like a typical LinkedIn profile. But when you get niche around sales and you get niche around high quality or high ticket, even high ticket, because a lot of experts aren't doing high ticket, but they would like to be. We work with a ton of people who aren't charging nearly enough. So, like, call that out. Maybe that's part of your headline, driving higher ticket sales for health experts, literally calling it out. Mhmm. Because then the validating second book in is that you've helped people you've done over 50,000,000 in sales with your clients. That's so validating.

Melissa Henault [: 00:06:40

And you say that after you speak to the niche audience that you help.

Bobby [: 00:06:44

Yeah. Okay. Awesome. Thank you so much. And as far as, like, posting, like, should I just be trying to it's the value add. Like, are you do you like videos? Do you think videos is a good I love being on video. I'm great on video. I can create a lot of videos.

Bobby [: 00:07:00

Do you think but I also like reading, like, posts that are just, like, images as well. So do you find one works more effective than some of the others?

Melissa Henault [: 00:07:09

You know, number one, I think that where you feel the most authentic and energetically aligned is where you're going to show up the best on the platform.

Bobby [: 00:07:20

Okay.

Melissa Henault [: 00:07:21

So that's number one. I do better on video. I'm way better at just talking and, like, throwing my hands up than I am writing content. That's just who I am.

Bobby [: 00:07:28

Me too. Right?

Melissa Henault [: 00:07:30

So get out there and do the videos. I think storytelling, what we found this should be we we run analytics on our account every single week to look at top performing post. Our top performing post of the past thirty days have both been videos of me talking about challenge and struggles and overcoming and triumph. Play on that. Can you meet them where they are with what they're challenged with, what they're struggling with? Can you start the hook with where they are today? Because when we just talk about skyrocketing your sales and, like, talking about the in desired state, a lot of your ideal client can't even relate to that yet.

Bobby [: 00:08:08

Relate to it. Yeah.

Melissa Henault [: 00:08:10

But if you can meet them where they are with are you just exhausted with low ticket clients or not getting the high ticket sales that you need? Start with where they are and resonate with them and then cast hope of the pivot and the opportunity and the direction that you can help them with. Does that make sense?

Bobby [: 00:08:28

I love that. Yeah. Thank you. And is there anything to do as far as visibility, like, in the description to get in front of more of my ideal clients? I have quite a bit of followers, connections that are my ideal clients, but I don't think any of them are seeing it.

Melissa Henault [: 00:08:42

The number one thing you can all be doing right now is engaging and giving on the platform. So before you post your own content, are you engaging with others? And you are going to inform the algorithm by who you behave with. So before you go post your content, go find five people that you would love to manifest into your business and engage on their content. Then post your content

Bobby [: 00:09:08

because then you're, a, giving

Melissa Henault [: 00:09:08

on the platform. LinkedIn likes to see that you're not just dumping, posting, and ghosting, and you're LinkedIn. Hey. These are the type of people I wanna see in my feed. So engage with other people, then post your content, and that's gonna help tremendously.

Bobby [: 00:09:24

Okay. Awesome. Thank you so much. I appreciate you.

Melissa Henault [: 00:09:27

You are so welcome. Thanks guys so much for listening in on today's podcast episode. And I can't wait for you to see my upcoming guest in the next episode. You are going to love this keynote speaker. Hey, here's the deal. If you like this, please subscribe and leave a review. And you want the latest online business growth strategies and exclusive LinkedIn pro tips sent straight to your phone? Text the word update to (704) 318-2285. That is text the word update to (704) 318-2285.

Melissa Henault [: 00:10:18

Can't wait to see you guys. Come find me over on Instagram, LinkedIn, Facebook, wherever you like to hang. Cannot wait to hear how you are enjoying and applying what you're learning. You guys reach out to me over on social because I love hearing what's resonating with you. When you reach out to me and you send me those personal DMs, they really do impact the content I continue to bring forward to you. So again, come find me, melissa underscore hinault over on Instagram, melissa hinault over on LinkedIn and Facebook. Can't wait to see you guys over there.