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Your Messaging Matters

In this episode, I want to talk to you about streamlining your offer. Because when you streamline your offer and your messaging, you are going to skyrocket your business.


Back in the day, I was trying to serve all business owners with all things marketing. I was very proud, but it was hard to break through and stand out in the marketplace. A good friend and mentor of mine, Reid Tracy from Hay House, was the one who guided and encouraged me to lean into and focus on membership sites. For a long time, I didn’t want to do that, because I could help people with so much more and my ego was getting in the way. But Reid has a whole lot more experience in business than I do so I checked my ego at the door and decided to listen. And it was the best piece of advice.

The other day, when I was on ClubHouse, we were talking about all things marketing. And somebody asked, ‘How do I attract more buyers?’ They were saying that they’re attracting people but not all of them are their right target market. My response to this person is exactly what I want to outline for you. Streamline your messaging and your offer on the front end, and when you do that, you’re going to skyrocket your business.

Big Ideas

Become Known for a Specific Problem [2:05]

What do I mean by streamlining your messaging and your offer? I’m talking about understanding the difference between your front end messaging and your back end offer. Part one is your front end messaging. This is where you want to get real specific about the problem you solve. You don’t want to become known for solving all the problems because then it’s hard for people to spread the word about you and what you do. But when you become known for solving a specific problem, it becomes so much easier to tell the world about what you do.

A while back, a friend of mine Sunny Lenarduzzi asked on Instagram if anybody knew or had any tips about managing curly hair. And as soon as she said curly hair, my brain immediately went to Scott Musgrave because that’s exactly what Scott does. So immediately, because he’s known for solving a particular problem, I referred him to her. When you’re known for solving a specific problem, you become the person that immediately jumps to the top of mind as soon as somebody hears about a problem that you’re known for solving. 

At the end of the day, we could probably help people in a whole lot more ways. But you have to make a distinction between front end messaging and a back end offer. On the front end, you want to become known for solving a specific problem. And more importantly, you want to be consistent in that messaging. The moment I shifted from helping people with all things marketing to focusing on the one thing that is my specialty, which is memberships and specifically generating recurring revenue, things went to a whole new level in my business. Suddenly, people wanted to work with me, hire me for consulting, and come to workshops that led to our signature program TRIBE.

Remember Your Back End Offer [6:31]

Part two of this is your back end offer. This is where the magic happens, because when somebody comes into your world, they’re coming in to solve a specific problem. But the magic is, through working with you, inevitably you’re going to create trust, especially if you help them get a result. And that begins the long term relationship where you can help people with more things than just what you’re known for on the front end. But that’s not what you project to the outside world, that’s only what you share with those who have already done business with you. 

Understand the difference between front end messaging and back end offers. Just because you are known for a particular thing on the front end, doesn’t mean you can’t help people with anything else afterwards. It means that you’re consistent with that front end messaging to welcome people into your world, attract them in a far easier way, and therefore help them with that particular problem and earn that trust. The trust that sets the stage for you to be able to introduce them to other ways in which you can help.

Skyrocket Your Business [7:57]

If I asked you now, who do you help and how do you help them, what would you say? The more clear and specific you are, the easier it’s going for me not only to identify potential people who could benefit from working with you, but if I have the problem that you help solve, now instantly you are top of mind. The more clear you can be on your front end messaging, the easier it’s going to be for you to attract more people into your world, and the easier it’s going to be for people to refer you to others who are experiencing that problem. 

Similarly, once somebody comes into your world and you help them get a result, now you’ve earned that trust. And with that trust, you can open up and look to help them in other ways. That’s how you supercharge and skyrocket your success. You streamline your messaging on the front end to be able to attract more people, to generate more referrals, to become known for something specific, and by doing so, it’s going to propel your business forward and give you more opportunities to help and serve more people. Then, by helping more people, you’re going to generate more trust that will become a foundation for more back end offers.

Memorable Quotes

The more clear you can be on your front end messaging, the easier it’s going to be for you to attract more people into your world.” – Stu McLaren


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