I hope you started working on your Compelling Introductory Script because we are moving to step two. (View step one by clicking here)
The second step is ALL about the needs, issues and concerns of your tribal market. In this section, you must identify the three most common issues facing your tribal market and state them in the language and vocabulary of your market.
Most other coaching programs will tell you to start with an advisory group, a select group of clients that will feed you the insights and information you need to connect with your tribal market but if this is your tribal market shouldn’t you already know this information?
The answers are in you, you know this information you just have not spent enough time thinking about your tribe to uncover the most important points.
Here is an example of how this should look and feel:
What do you do?
I manage Wise Women and Wealth
What do you mean by that?
Most of my clients are wise women of Newport Beach who have recently become solely responsible for managing their money on their own. While they are totally bright women, they often lack the knowledge and confidence they need to make smart financial decisions.
(Pause before moving to this next sentence)
And you know what’s interesting, it doesn’t matter how they became single they all come to me with the same three concerns:
What are those?
1. Will I have to go on a budget?
2. How can I make sure I never become a bag lady?
3. Will I become a burden to my children?
NOTE: This section will always start with a transition piece:
“And you know what’s interesting it doesn’t matter how they became single they all come to me with the same three concerns!”
This is a point when you are creating further interest prompting the listener to ask “What are those?” That is when you will share the three most common issues facing your tribal market which will lead to your solutions or the core aspects of your business that addresses these specific concerns.
Notice that these issues are stated very simply and concisely, again we are not trying to educate the listener but give them just enough information to make them want more. By sharing their issues and needs this will often prompt the listener to ask “So what do you do for them?”
At this point you have connected with your tribal market, you have clearly expressed an understanding as to what is important to them and what they are experiencing, and this alone builds trust and credibility. So now they are anxious and ready to learn what it is you actually do for your tribal market and again what you say in part three of your compelling introductory script must be clear and concise.
Really think through these issues, it’s not about what YOU think they need but what THEY really think they need. If you get stuck, talk to a friend who is your tribal market and ask them “What are your three biggest financial concerns?”
See what they say. But be sure to limit it to three or you could be there all night! Good luck!
Download your free Compelling Introductions Guide:
If you are struggling in creating your compelling introduction, I’d like to help. Simply send me an email and say “Adri, I’m ready.” I’ll contact you and handle the rest.