Why Selling the Invisible isn’t as Hard as You Think

INTRO: After generating over a million dollars in sales and selling one of her businesses with a single email, your host, Kathryn Thompson, takes an unconventional approach to marketing and sales. So, if you're ready to tap into a more powerful way to be seen, heard, and a sought after entrepreneur in your industry without having to spend endless hours marketing your business and chasing clients, you're in the right place. Be The Sought After Entrepreneur Podcast is here to help you ditch the cookie cutter, one size fits all approach to marketing and use your unique energy to effortlessly attract the most aligned clients. When you do this, You can spend less time marketing your business and more time doing your soul work and enjoying the richness of your life. Welcome to Be The Sought After Entrepreneur Podcast. And here's your host, Kathryn Thompson.

Kathryn Thompson: Hey, hey, super stoked that you're tuning in to this week's episode. I cannot wait to [00:01:00] dive in today's topic because it's going to be a bit of a doozer, but it's going to be a gooder. Yes. I'm making up my own words here. But for those of you that feel like you're selling the invisible, you're selling something that isn't really tangible, that really does transcend those typical types of promises, like how to make 10k in 30 days, or how to double your productivity, or how to lose weight in, you know, an X amount of days, that your work really transcends this.

Or that you feel like you Are so knowledgeable, you've got years or decades of experience, you've got a ton of skills in your toolkit, and you're trying to figure out how to communicate what it is that you do because you know so much, you've mastered so much, and you're finding it really hard to put into words, to turn that wisdom into words, then You're going to want to keep listening because I'm going to share with you why I believe selling the [00:02:00] invisible or articulating the value of what you do when you've got this deep level of mastery, whether you're a healer, practitioner, coach, consultant, isn't as hard as you think.

Now. Before you leap through this or throw your phone down or wherever it is that you're watching this and get really annoyed with me, I'm not saying this to piss you off, so to speak. I have helped hundreds of entrepreneurs at this point at various stages of business. Soulful coaches, practitioners, healers.

And I know for a fact that what they do and how they do it and how they describe what they do is often more clear than they're giving themselves credit for. I have observed, and I know this to be true, is that the problem actually is that they're trying to conform. [00:03:00] To these rigid marketing rules and formulas.

They're trying to fit what they do into 150 character bio on Instagram. They're trying to come up with one big tangible promise. They're trying to put some rigid parameters around the work that they do. They're trying to niche down the way we've been taught to niche with demographics and like who's the person and what types of books do they read and all those sorts of things that in my opinion make selling The Invisible hard.

And so I want to unpack with you here today why I believe it actually isn't that hard and why I believe that you actually have everything in your toolkit already to create exceptionally powerful content and copy, but you're overlooking one of your superpowers, [00:04:00] and that is that you're deeply intuitive already, You know your audience on a level that most people probably wouldn't because you do deep, deep transformational work and you're trying to take the depth of your work and distill it into a catchy headline or a tagline or a phrase.

You're trying to distill it into a 90 second reel, and in reality, it's just keeping, in my opinion, what you do at a surface level. I'm gonna back out for a moment, because when I was working in corporate, one of my last positions in corporate was to write. Copy and content and forms of communication, whether it's a magazine article, whether it was email, whether it was a briefing to government, my job was to interview different types of researchers in the medical space.

And distill in a lot of ways, take what their [00:05:00] expertise and level of mastery was and make sense of it and put that into really compelling articles because the company or the organization that I worked for relied on funding. Particularly public funding in a lot of ways, some private, but a lot of public.

And in order to get public support, the public needed to know why the heck they would invest money into this. The same is true for all of the coaches, healers, practitioners that I help, right? Why would somebody invest in working with you? If they don't understand from some type of perspective, what it is you do and how you'll benefit them, and I'm sharing this with you because oftentimes I'd be sitting across from a researcher and they'd be telling me all this amazing stuff from their perspective of why the research is so phenomenal, the benefits, but you can only imagine that they were often using it.

language or [00:06:00] verbiage is that was very either clinical or it was something that like my mom would not understand. And I'm not saying we have to dumb down what it is that we do, but we've got to understand our audience and we've got to understand where they're at, how they're feeling, what they're thinking, how that might be manifesting physically for them.

the actions that they're taking as a result of that. And we've got to take that and package that up into the language that we're using. And so these grandiose promises to me kind of reminded me of these big clinical technical words, right? Like I'm doing research on Blah, blah, blah, blah, blah. And it was this big, long, technical language.

And I'm like, what does that even mean for somebody that's going to consider funding what it is that you're doing? And so the audience that we're presenting that to needed to understand that. And so I would take [00:07:00] a story like a cancer research story, and I would turn that into a beautiful, descriptive story.

That played into the sensory elements of who we are. Touch, feel, vision, you know, experience, right? And that is your superpower. And that is the superpower of articulating and communicating the invisible in my perspective. So what do I mean by that? A lot of marketing tells us what we need to do, right? A lot of marketing is like, here's the problem.

This is the mistakes you're making. Now here's the solution, AKA my product or service, and you need to buy it. That doesn't really show people, number one, how that's going to benefit them. That doesn't really show them. How that might benefit their life, the, the experience that they might be able to create as a result of [00:08:00] that.

It's very surface level, right? Telling somebody that they want to, you know, here's what you need to do to make 10k in 30 days. In my opinion is what I call shallow messaging. It's very shallow. There's no emotion. There's no depth. There's no sensory. When I talk about sensory, I'm talking about evoking, you know, feeling, touch, sight, smell, like if we use things like nostalgia, right?

When you think about a song playing on a radio and what that will cue up for somebody, right? It might be a song that you played on the radio, like a song you mentioned, like, Girls Just Want To Have Fun. That song is a sign for me. That is a sign that when I hear that song, I know it's a reminder to me, one, to have a little fun, right?

So it creates this feeling within me of like, Oh yeah, I remember I'm going to have a little fun. Something like November Rain. I can remember exactly that [00:09:00] evokes. You want to know the emotion? It reminds me of like my grade seven, grade eight dance. Slow Dancing, where I'm awkwardly slow dancing with some guy and it's the longest fricking song of our lives and really what I want to do is stop dancing, awkwardly slow dancing, you know what I'm talking about, right, where you're like, basically, you know, two feet apart, barely touching each other and, and it's, and it's a never ending song, right?

It's this type of descriptive language, this nuance, this This way of telling and weaving story into your content, your copy, that is what is going to help you articulate the invisible. And the more that you try to push it into this catchy headline, this really neat niche, this really tight, I hope statement, this really tangible promise, the more you're going to [00:10:00] completely.

miss who it is that you ultimately want to work with, but you're not evoking any emotion there. And so we've got to get to a layer deeper. And so I want to continue to kind of talk about what I mean by descriptive language and what I mean about your gifts. If you're a healer, a practitioner, a Sulfa coach, somebody who's highly sensitive, you know, your people.

better than anybody else. And you're very, very, very perceptive. So you can sense and feel what's going on. You have a deep understanding, even if you didn't walk in somebody else's shoes, you can understand from their perspective what they're maybe going through. It's that understanding and it's that level of detail and depth and descriptive language so to speak, that is the thing that's going to move your audience.

It's the thing that's going to have them go, wow, this person really [00:11:00] gets me, or they understand me, or they fully see me. I have people that tell me all the time, I took your quiz, Kathryn, and it was like you wrote it specifically for me. I know you didn't. I know you wrote it for many people, but when I read it, I felt like you wrote it for me.

And that was my full intention. That was my full intention, but it's because I understand my people, because my people are my people, right? I get them on a, on a nuanced level because they're my humans. They're the people that I want to surround myself with. They're the people that I'd love to have a dinner party with.

They're the people that I would love to hang out with, but they're also the people that I've had very in depth conversation with. They're people that I understand their life and where they're at and the struggles that they've had, because I've I've likely had similar struggles. There are things that they're thinking that they don't necessarily want to communicate because they're too scared.

And those are the very things that I was too [00:12:00] scared to acknowledge communicate. And it's this superpower that all of my soulful coaches that come into my world have. They've got this innate ability to connect on a soul level. And in order to connect on a soul level when it comes to words, We've got to speak from the soul and what's happening right now is, and the struggle, is you're actually trying to speak from the brain.

You're trying to think your way to communicate. It's oftentimes what I describe as manufacturing or engineering, right? So we're trying to engineer a post, an email, to garner some type of reaction or response. And that, to me, eliminates the soul. That eliminates that soul connection because we've now taken it up a level to the brain.

We've taken it up to that, like, [00:13:00] thinking processor that's like, I've got to think my way to this response. I've got to think my way to this reaction. I've got this outcome in mind when I'm writing this. And I get it. We want to create things we want to show up and we and when we're putting in effort in a lot of ways we do want to see some type of response and result and when we're trying to again package and position what we do and sell the invisible we're looking outside of ourselves going.

Well, everybody's telling me I got to write it this way, and I've got a niche this way, and I've got to sell this way, and that if I don't, it's not going to work. And what I'm here to tell you is, is that, that is actually the very thing that's keeping you struggling. It's keeping you from describing what you do, and from sharing from the heart.

Because what I know to be true is, is that every single time I get on a strategy call with the women that come into Spellbound, and we kick off with the strategy call, I'm like, I know you filled out that form I had you fill out to get a better understanding of your offers, who you are, what makes [00:14:00] you tick, your values, all those sorts of things, and the dreamy clients you want to work with.

And then I say, but what I also love to do is, is I love to just ask you some of those same questions on the Zoom call. And the reason I do that is because oftentimes when we're trying to fill out the form or try to fill something out, one, again, our brain gets in the way and it starts to process over our typing and we try to get things right.

We want to make it perfect. We overthink maybe what we're doing. We self edit. And what ends up happening when someone's sitting across from me in a zoom meeting and I say to them, you know, well, tell me in your own words, what it is that you do. And they sit there and completely tell me everything that they do.

And I was like, that sounds amazing. And then it's like, but I, I, I'm not clear on how to communicate that. And I'm like, but you just did. And then it's like, but I need to communicate it. So it makes sense. And I said, well, it makes sense to me. And then they'll say, well, I know, but I needed to make sense of my audience.

And I said, well, tell me a little bit more about that. [00:15:00] And we go back to this whole thing about, well, I don't know what to write in my bio. I don't know, you know, what my call to action should be to get somebody click by comment, that sort of thing. I don't know what that program outcome is is because my program outcome is variable depending on the people.

I don't actually take my people from point A to point B because the work that I do is deeply transformational and it's completely non linear. I'm not getting them to some point on a, on a graph and I say, great, now let's shut all that shit and, and let's communicate what it is that you do and let's communicate that in a transparent, integral way.

Let's take the wisdom that you have and turn that in into words and let's get descriptive with that and detailed with that. And let's tell the story about your one client, Jilly, who came to you and [00:16:00] was struggling with x, y, and z, and this is how you supported her. But not necessarily even how you supported her, but let's show the obstacles and challenges that people had to overcome even while working with you.

Because I think we often try to sell this perfect packaged picture to people that, and you know, we see this a lot in marketing, like I'm going to help you get to x, y, and z in x amount of time. And in reality, nobody can guarantee a timeline, like everybody's timeline is different and how we move is different.

And so we're already setting people up, in my opinion, for failure in a lot of ways, because that timeline is going to look different to everybody. And so when we could communicate that transparently in it, what it is that we do, to me, that's far more impactful, but it [00:17:00] creates a lot more trust and trust is the thing that's going to have somebody choose you and to choose to work with you because they will believe in what you're saying.

But there's these subtle nuances that in my opinion come across as not trustworthy. I'm going to help you make 10 K in 30 days. I can't guarantee that. I can't. Everybody's different and that there's so many variables that play a factor in that promise in and of itself. The same is true for you selling The Invisible.

I'm going to help you do what is it that you want to help people do. And it doesn't have to be in a sentence. It could, you could literally say something like this. Work, this is, these are the types of things that people experience while working with me. You could have a bullet, bullet points of 20 things.

It doesn't have to be one sentence. [00:18:00] And then you can also get even more descriptive with that. I want to come back to the sensory piece of this, right? Because when somebody feels something on a level that's not just the logical brain, when they feel something, whether that's like, like actually feel, see, visualize, that sort of thing, they're far more likely to take action.

And if we're not showing people or painting this beautiful picture for people on what is possible, or what that could potentially look like, And if we're not taking the time to sort of do that, then how do we evoke that emotion? And I want to come back to the emotion piece of it, and I talked about the songs, right?

Girls Just Wanna Have Fun, November Rain, it's a hilarious one, right? All getting that visual of awkward slow dancing. But it could be a [00:19:00] smell, right? I, you know, it's interesting the smell of rain on fresh cut grass always reminds me of the soccer pitch and I grew up playing competitive sport like soccer.

And so there were many, many long hours that reminded me of. So when I go outside and I smell rain and like fresh cut grass, I think of my days of playing soccer when I'm walking or driving in certain parts of the city I live in because I went to university where I live now, I have this reminder, right?

It's this nostalgic feeling, but it's also me. A memory and an experience that I went through and therefore they bring up emotion they bring up this feeling of joy and happiness because those were all happy times when we can start to interlace that. into our language and into our content and copy.

These are the things that are going to move your [00:20:00] people. And so selling the invisible, in my opinion, isn't as hard as we think. We're making it harder because we're trying to conform to what it is we believe is right or wrong. We're trying to conform to this beautiful, pretty bow tied packaged offer or promise or tagline or I help statement.

And it's making it harder. And in reality, like I said, when we can unpack that a little bit and sort of release that notion that this is how we have to do it and we lean into the idea that we can actually communicate, in my opinion, from the soul or from the heart, when we get that thinking brain out of the way, when we stop thinking about and trying to manufacture and engineer, Emails, social posts, podcast episodes, whatever [00:21:00] form of content that you, videos, whatever it is that you're putting out there, when we can stop thinking about how we want to manufacture it to get some type of response, and we just show up and we talk, and we just show up and we share, then There's far more likely, we're far more likely, one, to really convey what it is that we do and to really convey how it is we can help people and, and there, and there isn't this, like I said, this A to B, this checklist of what needs to sort of happen.

We're able to really articulate. The value of what it is that you do. And so one of the things I'll often invite people to do is if, if I'm not sitting across on a zoom from them, asking them to put into words what they do, I often get them to do an exercise where somebody asks them and not somebody in their industry or anything like that.

But just have their spouse or their partner or friend and they just share and [00:22:00] you can audio, auto record it and then transcribe it. You can start to kind of pull that out. Um, because when we can share without judgment from ourselves or judge, or the judgment we think we're going to get from somebody else, we can just share freely without trying to make it perfect, without the judgment, without the, Oh my gosh, I don't think anyone's going to understand me.

We're a lot more organic in how that's going to be come across. And the beauty of all of this is As well is, is that, again, articulating the value of what you do and putting into words and turning that into wisdom, your words into wisdom, isn't a one and done thing. And I think that's the other thing that gets people hung up is, is that we've got to get it perfect, right?

I've got to get it perfect so it makes sense right now. And the thing that I often remind my clients is, is that you could write a post that moves somebody to tears, to action, to reach out, you [00:23:00] name it. And that one post could be one micro fraction of what you do, right? So, for example, if you're a doula and you're helping moms have a beautiful home birth and you tell a story about how You know, you helped this mother prior to even birth.

Maybe you helped her, um, overcome the fear of having a home birth and you were having this conversation and it was something that you said to her that really impacted her. Maybe it was your own story. Maybe it was another story. Or maybe it was just a question or a prompt that you asked them and you shared that story and there was a mother reading that post who was fearful in the moment about having a home birth and she was not, you know, she was contemplating it, but then decided she didn't want to do it.

Then all of a sudden she reaches out, she's like, okay, you've inspired me and you've given me hope. That's an example of micro because the. [00:24:00] Doula, as you know, if you're a doula, like you're not just helping and, and sort of coaching or mentoring or supporting prior to birth, but you're supporting during birth and you're supporting post birth in that moment, right?

And so there's so many different. Micro things that you could share about how it is that you help people and that variety is the thing that's going to get your people to move, but it's going to get them to move in a nuanced way because the mom that was sitting there that was fearful to have a home birth would resonate with that story with a mom who was confident in having a home birth, but maybe fearful of Finding the right doula would resonate more with a story about or a post about how to decide what who the right doula is for you or how to how to decide the type of support system that you want to have or how to decide between a doula and a mid midwife.[00:25:00] 

What's the difference difference between a doula and a midwife? Right? So these, this is what I mean is that we want to be able to communicate the micro too, and the nuance. And so again, I come back to your gifts and I come back to what makes you super powerful and have that superpower within you is that you are empathetic.

You do have this deep level of understanding of who your people are. You do know the different nuance pieces of what makes them. Who they are and and why they decided to work with you in the first place or why they would even decide to work with you or share your story or that sort of thing. And so these are the stories and these are the bits of content.

But again, we live in this. One and done grandiose sort of world and urgency culture plays a huge factor because we want things to happen like now, right? So we posted and nothing [00:26:00] happened when maybe that, that mom that was terrified and in deciding, do I, Give birth in the hospital or do I give birth at home?

Maybe she never saw that post and maybe we need to post it again a couple weeks later. Right? All of this plays into what I call that ecosystem. And so again, we're looking at, I think we're making it harder than we think because we're trying to conform. Mixed with some expectations around what it actually takes to communicate, and we're trying to just communicate the same thing over and over, we come up with that big program promise or that big tangible promise, and then we try to sell that over and over and over again.

And that promise isn't the thing that's going to evoke emotion, at least not in me, like when I think about big grandiose promises, like how to make 10k in 30 days, I'm like, Like, give me something more. I want to, I want to see depth and I [00:27:00] want to feel something and you've got to write something compelling to make me move and I've got to just feel it, right?

It's, I'm that, like, when I know, I know when I just take action and I move, but it's like an unexplained, I know, I know, but it's because there's depth below what it is they're offering and there's a connection. which is key to the human that's communicating. And in my opinion, in order to create genuine connection, we have to speak genuinely.

We cannot manufacture it. Genuine connection does not come from manufactured or engineered content and copy. As much as somebody might want to argue me on that, it won't. It doesn't come from that. There has to be a genuine connection, especially if someone's investing in this type of work. Right? If I was selling a toothbrush, sure, [00:28:00] you wouldn't need to go to the depth of this.

If I was selling a physical product like a candle, Sure, don't need to go to the depth. If I was selling, you know, a, uh, digital product of some sort that was like a downloadable, sure, but when you're selling the invisible and the work, there's deep work that happens, deep healing work, there's an intimate relationship with you and that person.

And so to me, connection is key, right? If, if you were hiring a doula to come into your house, to support with the emotional, mental, physical, spiritual aspect of birth. You're not just gonna go and pick somebody out of the yellow pages. Right? You're not just going to go pick someone that's like, I can help you give birth at home.

No, they're going to want to know who you are and they're going to want to trust you to bring you into their space. Now, you know, I've been using the dual example, but like, let's just say you're an energetic healer and you're helping people overcome, you know, years, [00:29:00] decades, generational trauma. Well, they're not going to want to sit on a call with you or be in person with you and share their deepest, darkest shadows with you.

They don't trust you, and if they don't really know you, so you've got to be able to nurture your people with your content, and that, in my opinion, doesn't come from a three second reel, a 90 second reel, uh, you know, a quick, like, tagline or catchy post or anything like that, it comes from them. Really connecting on that heart level and that soul level.

And that, to me, isn't something, in my opinion, that's manufactured in the thinking brain. It's not something that's like, I must create X post in order to create X result. I need to post three times a week if I want to get X results. I need to send three emails out a week if I want to sell X results.[00:30:00] 

That's not, in my opinion, how you create soul connection with your content and copy, and that, in my opinion, isn't how We articulate the invisible, because the invisible is something that's deeply felt, right? The work is deeply felt, and it's an energetic pulse behind the words, which is why a lot of people that come into my world are struggling, because they're trying to fit.

The Invisible into what I call copy and content promises, catchy taglines that in my opinion are devoid of emotion but are also like the cookie cutter one size fits all formulas and methods and very analytical and psychological. There's no depth of emotion there. There's no depth of understanding. And I had somebody come into my world recently just saying, you know, I felt so seen and understood.

And, you know, you've done that. And I want to do that with my audience. And this is the very way on how to do that. And I'm going to share more [00:31:00] podcasts like where I dive into. how to nurture and how to create and evoke emotion and what I even mean on a deeper level and give you more examples around like the sensory aspect of things using nostalgia, using visuals, um, create an experience, creating an experience with your content and your copy.

You know, many of us are visual learners. Many of us, um, Are kinesthetic learners and by kinesthetic I mean are into experiences so when you could describe something like the street lights on the street in Paris, you know, you start to almost transport yourself there. And someone who's kinesthetic is like, I'm all about experience and I'm very kinesthetic as well.

I'm visual, but I'm kinesthetic as well, where I'm like, I want to know that the experience is going to be fun and I'm going to enjoy it and all of that. And so if you find yourself asking the same question, [00:32:00] like, well, what would an experience look like to work with you when somebody asks that question?

They're, they're probably either visual or kinesthetic. They want to know, like, how, how will this feel, um, and I'm going to share more about how to kind of do that, but I wanted to share on this episode what I believe selling the invisible isn't as hard as we think, and I, and I wanted to convey that the reason why I think we, we make it harder than it is, is because we are trying to conform to A box, a script, a template, a method that, to me, is restricting what it is that you do in the first place, which is expansive, which is nuanced, which has this depth that goes below the surface level promises, that has depth that goes below even surface level Um, Products and Services.

Again, right? Mainstream marketing, in my opinion, has been created [00:33:00] to sell at the mass. That's why it was created. So, you think of something like fast fashion, like it's like, it's, you know, quantity over quality. And again, everybody that I work with, when it comes to selling the invisible, it's like they want to do quality, quality work over everything else, and again, are trying to take that quality work, that depth of work, and turn it into quantity and mass media, and it's like you're trying to commodify what it is that you do almost, and that is not what you do.

And so the thing that I invite you to do is to surrender to the idea that you even have to do this in the first place, that you can be successful when you actually lean into your superpower and start to communicate from your gifts, communicate from your understanding, communicate from your ability to cultivate trust almost instantaneously.

Many of you [00:34:00] probably have been told in your life, I don't know why I'm telling you this. I just feel like I can trust you. I could tell you my life story. If you've heard those things before, it's because your presence alone is creating the trust. Your energy and how you be is creating that. You don't have to manufacture or engineer anything.

You don't have to convince anybody. they're going to gravitate to you already. And then the last piece of thing that I want to share with you is, is this whole notion of I need to communicate. So that people understand, and oftentimes we are thinking that people don't understand us, at least this is something that I've struggled with, that I've struggled with the notion that people don't understand what I'm saying, or what if it's not clear, or what if it doesn't make sense, and this is the other piece of this, is that we get so [00:35:00] wrapped up in our brain of trying to make sense of things, that and try to be really, really clear.

And in my opinion, lack of clarity in a lot of ways, or at least what I've experienced when people are articulating what they do. Lack of clarity is a mental state and it's a mental state to keep you spinning. Clarity comes from action. So the invitation I have for you is, if you feel like selling The Invisible is hard, and if you feel like you have, you have a hard time putting into words what you do.

I would love for you to just try. I would love for you to just set the intention that I'm in a post and I'm just going to write. I'm not gonna think about a hook, or the body, or the CTA, or that I have to post consistently, or I've got to post on this day, at this time, like, I want you to forget all of that, and I just want you to write.

And if social media isn't where you want to write, if you have a sub stack, or a blog, or an [00:36:00] email list, whatever. Just write. And it can be a short form caption, it can be a long form caption, I don't care, but just write. And just write from your heart and then know that like everything, writing, creative work, all of that is a process and that it takes time to cultivate and master and find your own way and find your voice.

But again, we live in this urgency culture of like, well, I want that post to create me millions. And I want to bring you back to perspective. I'm not saying that you can't write a post that generates a lot of sales for you. I'm not saying that. But if you have a hard time right now, or you think you have a hard time right now articulating the value of what you do, then I want this to be a little bit of an experiment for you.

And I want to bring back to perspective that. It takes people often a lot [00:37:00] of trial and error and experimentation. It took me a lot of experimentation with the work that I do, right? Not every offer I put out was a hit. Not every piece of content I put out is a hit. So we've got to get used to that as well, that if something doesn't land or work, it doesn't mean that we lack clarity.

It doesn't mean that it's not working. It just means that we might need to refine and massage a little bit and or play a little bit more and experiment a little bit more. So, I hope that this episode hasn't annoyed you with the fact that I'm of the mind that selling the invisible isn't as hard as we think and that I believe that you have all the gifts within you right now because it's really about communicating the nuances, not making these big, broad, tangible promises like losing 50 pounds in 30 days.

And it's really about articulating to your audience that you get them, that you really [00:38:00] freaking get them on a deeper level than some catchy or trendy tagline. They want to feel seen and understood. And that is what you're here to do and communicate. And when you can do that, I guarantee you that people will be in your DMs or your inbox going, how can I work with you?

Because they're going to feel it. Number one, they're going to feel it. And then number two is they're, they're going to be fully seen. With your words, right? And I want to give you just one final example, because I gave a lot of doula example and birth example, but I know there's a lot of people in my world that do energetic healing and work with like nervous system regulation.

So I want to give you another example as I as I wrap up here, because Oftentimes, again, we talk about this, I help statement. So for example, I help women regulate their nervous system so that they remain grounded and calm, regardless of what's going on around them. This for me is a prime example of the [00:39:00] type of messages we're trying to articulate, which makes selling the invisible nearly impossible, right?

Because you and I both know that when I read that one, how does that make you feel? Like, to me, it's like, Oh, you help me regulate my nervous system so I can remain grounded and calm, regardless of what's going on around me, like, it doesn't really evoke emotion within me, but it also doesn't really help me understand what it is that we're doing, stay grounded and calm, if I was somebody who wasn't grounded and calm, I wouldn't even know, I wouldn't even understand, or even know, how to feel that even in the moment as I was reading it, because I wouldn't, I don't understand it.

Right? And then regardless of what's going on around you or around them or whatever is like everybody's chaos and everybody's scatteredness and everybody's overwhelm and exhaustion is different. And there's nothing really, in my opinion, sort of empowering about this because I'm like, you're going to help me do this and regulate this.

But what is, what does [00:40:00] regulate even mean? There's lots of questions. And to me, this is that prime example of the types of messages, in my opinion, that we're trying to articulate. which makes that selling the invisible impossible. So I want to share another example with you that shows really the nuance. I mentor women in the delicate art of nervous system regulation, a process akin to becoming fluent in the language of their bodies so that they can deepen their self mastery that enables them to not only interpret, but also respond to their body's subtle cues with precision and care.

Like I feel that one because it's like, I'm going to help you navigate the delicate art of nervous system regulation. What is that? It's a process to becoming fluent in the language of your body so that you can deepen your self mastery and it enables you to interpret. and respond to the subtle cues with precision and care.

Like, [00:41:00] I feel that all over my body, right? So you can see how different they sound, but also how they feel. To me, it goes beyond the tangible and the factual promise, right? The I HELP statement that I read first, the I HELP women regulate their nervous system so that they can regain, remain grounded and calm regardless of what's going on around them, is very Factual, right?

It's a factual promise. It's kind of tangible. It's like, here's what's going to happen. And to me, that's devoid, devoid of emotion and emotion, in my opinion, equals action. People take action when they, when they're, that emotion's evoked, when they feel something, when they sense something, when they smell something, right?

It's this reminder. It's this calling, it's this pull, and oftentimes people can't explain it. And it's this nuance, in my opinion, and the depth that really does turn your wisdom into words. And it doesn't just create desire, it creates demand for what you do because people are like, Okay. I don't know why I'm feeling pulled to work with you, but I just [00:42:00] know I need to work with you.

And from there, in my opinion, you can create that content that gets even more nuanced based on the various types of clients you serve. But it's really your empathy. And your deep understanding that is the gateway to articulating the value of that cosmic genius, that invisible, taking the intangible and putting it into words.

And it really is, in my opinion, the difference between surface level expression, which is those generic I help statements or tangible promises and creative expression, because only you can find the words that speak just right to your dream clients. It's not about manufacturing. But here's the dealio.

Here's the dealio. It takes time. It takes time to articulate, it takes time to craft, it takes time to put into words these things. And again, we live in an urgency culture that's like, I need to post five days a week. I need to send out three emails a week. I need to do all the things. And so we're doing [00:43:00] them half assed in a lot of ways because it's quantity over quality.

But what if you just set the intention of putting and crafting one really powerful post that used descriptive language, that evoked emotion, that played on the senses, that told a bit of a story, that was empowering to people, that they really understood what it was that they were going to get, like. What if that was what you focused on and you did one post a week?

Or two posts maybe, or maybe you did one post in an email, or maybe you just sent an email, or maybe you wrote a blog and you, and you did this long form, beautiful blog and you took bits of that blog and you put that on social media. But it's again, I come back to the quality over quantity, like you're not here to commodify what you're doing.

And. Again, I think we get wrapped up in all of the things that we think we need to do, [00:44:00] and that, for me, makes selling The Invisible almost nearly impossible, and why it's so difficult, because we're trying to fit ourselves into some preconceived notion of what it is to be successful. And when we can come home to ourselves, and we can come back to ourselves, and we can lean into our creative expression, and we can trust our creative expression, And we can trust that we know how to find the words to communicate what it is that we do to move people without needing to be perfect and all the things that will come up as a result of that.

That's where it will become far more easeful for you to put into words and turn that wisdom that is within you. Something that I often say to people that come into my world, I'm not actually here to tell you what to say. You already have that within you. already have that within you. It's just that somewhere along the way, your creative [00:45:00] expression was told or criticized or judged, or you were told that it was wrong, it wasn't right, it was never gonna work.

And those are the questions I often ask clients when I'm like, okay, so now that we know that we can let go of The formulas, the metrics, the methods, all the things. And that you can actually just show up and say whatever the heck you want to say. What do you actually want to say? And then they're like, well, this is kind of what I want to say, but I've been told in the past that it'll never work.

Nobody will ever pay attention to this. It's not that great. It's not a good idea. I've never seen anyone else do it. And then we get into, cool, so let's take that off the table for a second. Because many of you who are in my world, you're here to lead, not follow. And so that path is unknown. That path that's being laid [00:46:00] is unknown.

And I, and me as a mentor or a guide, isn't here to pave that for you. You've gotta do, you've gotta pave that path. And, and often times what we need is a mentor that's going to support us in paving the path. To keep us. On track of paving the path and not, you know, losing focus or getting distracted or getting pulled off course or falling back into following, not leading.

I often say I'm like the little bumper things on a bowling alley, right? Like when you're bowling down the alley. And I'm not like, I'm not allowing you to go into the gutter, right? I'm just gonna bump you back into the alley because, or the lane, so to speak, because we can get so pulled off center and my goal is to help you come back to center, come home to who you are, to trust that the message that's flowing through you is the message you're here to share and not you're [00:47:00] trying to create the message by you, right?

You're trying to think your way to creating some message. It's not about manufacturing engineering. So with that, I love you and leave you and I cannot wait for next week's episode to drop. So be sure to tune in when it does. Cheers. Thanks for listening. We'll see you right back here next time. You can also find us on social media at creatively owned and online at creativelyowned.

com. Until next time, keep showing up as your authentic self.