STP 145 | How To Go From Invisible to Unforgettable
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[00:00:05] James Marland: Donald Miller says, people do not buy the best products. They buy the ones they under. They understand the fastest.
[00:00:13] So therefore, when you fix the words on the page. You make it easier for people to connect with you, the right people to connect with you. 'cause you've already identified that in the clarity section. You know who they are and you know the problems that they have and you know where they want to go. When you identify with them and they see it on the page, they get to say, this is for me.
[00:00:35] This is what I am looking for. And when you can do that, that's how you move from invisible to unforgettable.
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[00:00:50] James Marland: Welcome back to the Scaling Therapist Podcast. I'm your host, James Marland, and we're in the middle of the three pillars of Scalable Income [00:01:00] series. As a recap, pillar one is clarity, knowing your people, their problems, your product, and the price you're gonna charge for it. Pillar two is connection, how those people actually find you and move towards working with you.
[00:01:16] And then pillar three is gonna be confidence, why you keep going and where the new road is taking you. How to be successful on that road. So in the earlier episodes we talked about buckets and aqueducts and how fully booked and burnout you often live on the same road. We also talked about getting clarity on your people and their real problems.
[00:01:40] In fact, problems. They're the people's problems is the only reason they're going to buy from you. They buy because they have a problem and they see you as the person who can solve that problem. In the last episode, that was episode 1 44, uh, [00:02:00] it was on connection and we talked about a path. Your people are on a path and you need to identify where they are on that path.
[00:02:08] Are they just curious? Are they enlightened and asking for more, or are they committed and buying? So we looked at, uh, how those people move from. Asking the question like, who are you? What do you do to, I'm ready to work with you and buy from you. And that is the path that they are on. So today we're gonna stay on the, uh, the connection pillar, the pillar number two connection, but we're gonna zoom in on the second piece, like your page to show them how do you move people from being invisible?
[00:02:45] You're invisible to them, to being unforgettable. And that normally happens with. A pa, something they see most providers, therapists have a website or profile that's [00:03:00] unforgettable or that that is forgettable. Uh, it talks about their degrees. It talks about your license and the products that you offer or the services, and that's good and necessary, but it doesn't connect.
[00:03:16] People often don't care how many degrees you have. Uh, other therapists care about how many degrees you have, but most of the time the people, when they're scanning for the page, they're not looking necessarily for a specific degree. They're looking to see, can this person help me? So a lot of profiles and pages talk about the therapist.
[00:03:38] They talk about the services, but it, it does very little to connect with the client. So a shift needs to take place. or you can't think about your the page or your profile as a resume. It's an invitation. It a resume lists all your accomplishments and why you're the best [00:04:00] person for the job, but a, an invitation.
[00:04:04] It's like a story. You're inviting your story, you're inviting the client into your story, or you're inviting them to be a part of their story. That's actually what you're inviting them to say. I can be your guide and I can show you. So when I say a page to show I'm. Let me define this a little bit 'cause you might be thinking, oh, I don't have a webpage, or I can't do this.
[00:04:31] A page to show just means any place where your message shows up, the it represents the words and images of what you, who you are and what your offer. Examples of this would be your homepage. Your homepage on your webpage. That is a page to show your sales page for your different offers. Maybe it's your Google My Business profile.
[00:04:53] That's the page where you, your offer shows up a Google Doc, like one of my, one of the most successful [00:05:00] things recently. is a Google Doc. People send me a Google Doc. Uh, after they've built a relationship with me and I've interacted with them, they just send me a Google doc, a Google Doc, uh, in an email and says, read this and see, you know, see if this is something that is, that connects with you.
[00:05:19] An email can be the page where you show up. You don't necessarily even have to put all those words into a Google Doc. You can put it into an email, a one page handout. You know, a brochure or even if you're sitting with people and you're sketching out some things on a napkin, that can be the page. That can be the page where you show up.
[00:05:40] If it explains what you do and invites somebody to act, this is your page to show people this is how you're connecting with them. I said it last week, uh, and I'm gonna say it again. Donald Miller says, people do not buy the best products. They buy the ones they under. They [00:06:00] understand the fastest.
[00:06:03] So therefore, when you fix the words on the page. You make it easier for people to connect with you, the right people to connect with you. 'cause you've already identified that in the clarity section. You know who they are and you know the problems that they have and you know where they want to go. When you identify with them and they see it on the page, they get to say, this is for me.
[00:06:25] This is what I am looking for. And when you can do that, that's how you move from invisible to unforgettable. Just think about this. When I, when you or I search for a webpage, when I search for a webpage on a website and I click a link, it gets about three to five seconds of my attention. I'm scanning the headlines, I'm scanning some of the content, I'm scanning the images.
[00:06:54] I'm looking for signals that say, this is for me. This has my answer. They [00:07:00] get me if I can't find what I need. I move on. I do it. You do it and your clients do it too. So think about get, just do this thought exercise for me. Can you think of a webpage that you visited recently that you understood what they were doing and how they could help?
[00:07:25] Clearly in three to five seconds. I started thinking of some of my, my friends and their webpages that I visited and I looked up private practice elevation. And this is just a good, good example. And you can go to pri, I think it's private practice elevation.com, and, and check it out for yourself.
[00:07:44] They, in three seconds, they communicate all that you need to know about what they do. Their header says who they help, what they do, what to click. How to get help all in a few lines. And that's what you want. That's what you're going [00:08:00] for. So what makes a page work like that? And how do you fill, how do you build one?
[00:08:09] So we're gonna go through that in the next, in the next section, the, we're gonna talk about how your page is an invitation, not a resume.
[00:08:23] What is your page really for? When you think about your webpage, just your page. When I say your page, I'm talking about the email, the Google Doc, the webpage, the Google My Business, the brochure. What? What is that? What is that page that you're sharing to help people connect with you? The goal is connection on, I just said it.
[00:08:40] The goal is connection. The goal is not impressing people with your resume. It's not impressing people with your history of how you got. To where you, you are the history of your building, that those are irrelevant to people who are scanning for. Do they connect with me? Do they understand my [00:09:00] problem?
[00:09:01] Your page exists to help the person struggling with a problem. See themselves in your word. You, I'm gonna say that again. I hope my AI editor does not remove this. It often removes my restating of things 'cause it thinks it's, I'm a, it's a retake, but the goal of your page exists to help the person searching for a problem see themselves in your words.
[00:09:34] It names the problem that they are actually having. They actually feel it, and not just in a small way, you are solving the shark bike problems, not the mosquito bite problems. They see the, the big problem that you can solve for them. It shows a hopeful path that they can get to where they want to be, their oasis, their safe harbor, [00:10:00] and they.
[00:10:01] They have that path that you can take what it is not doing. What is not relevant for people when they are scanning? This is not every credential you have. It's not for naming every population that you could. The Reddi theoretically help, and it's not for telling your whole life story at the top.
[00:10:28] Once again, and I'm gonna state the, uh, process from StoryBrand. The client is the hero. You are the guide. So the page that you are creating has to talk to. It has to position the person reading it as the hero. And this, you know from StoryBrand, you're the hero, or your client is the hero. You're the guide.
[00:10:56] You're the guide with the plan and on the page. That [00:11:00] means you talk more about their world than your degrees. You use you more than I. You show the transformation they want, not just the method. For example, instead of saying, I offer C-B-T-E-M-D-R and group work, you say. Something like you are exhausted from carrying everyone's pain and you want your life back.
[00:11:25] That's a subtle shift. The but the impact is just massive. I wanna let you know when I first started, and I've said this before, when I first started doing this work, I would talk about, I help therapists create courses and income streams, but that's not necessarily that, that was talking about the solution.
[00:11:46] I wasn't talking about the burden of feeling burnout, the burden of always being chained to the chair or feeling like you can never have enough sessions. You're never helping enough people feeling like your freedom is [00:12:00] impacted. I didn't talk about those things. I was just talking about, oh, I know, I know computers and I know how to help build courses and create video and audio.
[00:12:10] That, that didn't connect with the problem. And it, it, you know, it took me several tough years to really understand that the audience is looking for, can you solve my problem? So the clear words beat clever branding. They're looking for. The clients are looking for survival information. They are scanning your webpage.
[00:12:41] Remember you got three to five seconds and they're just asking, can this person help me survive? Can they help me survive and thrive? If your words are cute but confusing, people are gonna bounce. They don't have the mental capacity. The brain. Brain power takes. [00:13:00] Calories, you know, and the, the brain is always saying, oh, that's too confusing.
[00:13:04] Don't spend the time or energy figuring it out. Uh, and Donald Miller says, uh, if you confuse, you lose. And he calls, uh, he, he says, uh, use the grunt test in a few seconds. The people reading your, your page. Should know what you offer and how it helps and what to do next. If they can't grunt and go, oh, I get it, then they move on for here's an example, A confusing headline might say, reclaiming your authentic wholeness in a chaotic world.
[00:13:38] And a clear header might say, helping burnt out therapists build income streams without more sessions. As I said, my first site talked all about my solutions and my degrees, but it didn't say anything about helping people earn back their freedom and reduce the amount of burnout or pressure they feel [00:14:00] under with helping people.
[00:14:04] It didn't connect very well. So when I changed the words to match the real life problems, things started shifting. For example, my new, my new header says helping therapists earn more without adding more client hours. The clarity does the heavy lifting, and then there's a subtitle in there. But that's, uh, you know, the first thing is to.
[00:14:27] Get them curious. Remember going back to Curious Enlightenment commitment. You know, I want people to be curious how, how does, how can I use this in my own life? So here's the simple anatomy of a connection page. You're wondering, what do I put on this page? Remember, it doesn't matter if this is a webpage, a Google doc, a long email.
[00:14:51] The same core principles show up. Remember that the header has to be the grunt test. Think of the header as, [00:15:00] uh, the, your first date. It's not a marriage proposal to your client, but it's enga. It's something to, uh, to engage with them. One, clear promise in plain language, what you offer, how it helps, and what to do next.
[00:15:18] You are not asking for a commitment at this point. You are just asking them to continue reading down the page. For example, a template for this might be I help a specific group of people who feel this specific pain, get this specific result so they can reach this specific bigger outcome. So you just replace the the people pain result and outcome.
[00:15:44] For example, I help mission-driven therapists build income flow so they can serve well without burning out. It's just one simple call to action. It goes at the top of the page. And it, you can put a button underneath that if you're on [00:16:00] a webpage that says, watch this free training. Get the roadmap book a quick call saying who they are, and then instantly telling them how they can get support.
[00:16:09] The next item to put on your, on your page is the stakes. What happens if nothing changes? Ooh, I read a book recently. I just finished it. I'm gonna, I, I'll get it in the show notes. I believe it's called Catalyst. I posted about it in LinkedIn, but it, it was talking about if people don't understand the stakes or the stakes aren't big, they're not gonna change.
[00:16:33] It's one of the lever, excuse me. It's one of the levers they pull. In getting people to change their position. But if they, if they don't understand the stakes, nothing changes. People move when the stakes feel real. A story without stakes gives no reason to act. Just think of the last movie you watched.
[00:16:54] There were stakes. Um. I am [00:17:00] watching the, ugh, I'm watching the fallout season on Amazon. And, uh, minor spoilers. I guess, that, uh, Lucy is searching for her father. That is a stake. The, um, the ghoul is searching for his wife and daughter that's at stake, um, that there's all sorts of stakes and you come back to see where the story goes.
[00:17:27] Without stakes. Lucy would never leave the vault without stakes. The goal would never look for his wife and daughter. They, there has to be stakes for burnout. Therapists, you know, the stakes are real just. Compassion, fatigue, health issues, strained relationships at home, no margin. Feeling like they're always chained to the desk or chair the calendar.
[00:17:52] They hate looking at the calendar 'cause that means stress and pain and it goes the same for your ideal client too. So [00:18:00] name this with care, not fear. If nothing changes, what's gonna happen if nothing changes for the therapist. That are, that feel like they are burning out, they're gonna just try to grind it out a little longer.
[00:18:17] And some are gonna make it and some aren't. But the ones that, that don't, it's gonna steal your, your health, your life, your creativity and your compassion, and the the job you love. So try to state the stakes in something that is meaningful to the people. And the more you talk to your people, the more you understand who they are and the problems they get.
[00:18:39] The easier it is for you to solve that problem. And I think therapists almost have an unfair advantage with this because their whole job is to talk to people and find out their problems. And so if you can articulate this in a way, you're halfway there to connecting with your people and being unforgettable and selling your your new product.
[00:18:59] So [00:19:00] next item is the value and the menu. This is where you show up and you help. It's not everything you do, it's just the best. As your work matures, you're gonna build more and more of a menu, not a single offer. So the, when you're first starting out, you're gonna have a few items, and as you continue to.
[00:19:21] Learn your client's journey and the ladder that they're taking and the journey that they're going on, you're gonna notice that there's gonna be gaps, and you're gonna fill in the gaps with other products, whether it's a workshop or a marketing piece, or even, you know, something big like an event or some sort of expensive item, you're gonna realize that you're gonna have gaps.
[00:19:40] But right now, just create a simple menu that might include things like low li, low risk workshops. A freebie lead magnet that like a how to guide or a checklist. I like small group cohorts or a higher touch program for a few people. [00:20:00] Each item ties to a specific problem. It's not. Your menu isn't six weeks of coaching.
[00:20:09] That seems relatively VA vague, but six, a six week group to help you design and launch one income stream without more sessions. It's an example, and I'm sure with a tiny bit of wordsmithing or even having chat, GPT, ask you some questions about what you wanna offer. You'll come up with the exact right wording for that.
[00:20:32] Next on the page is your plan. This is how it works in three. Three simple steps. Three to five. Don't go more than five, but people feel safer when they see a plan, so keep it simple. Step one. For example, step one, watch this free train, free training, and decide it's for you. It's low barrier to entry, step two.
[00:20:54] Join a cohort design one, income stream. Step three, launch your pilot program and learn from real [00:21:00] people. You know, join a community where you can continue to learn and grow. Simple steps. Barrier to entry is low. And as you go on and they do more things, they get more from. You and your product.
[00:21:12] So these simple steps, lower fear and when you know uncertainty is reduced action increase. So lower their, give them the steps to lower their fear and uncertainty. The next section on the page is the proof section. Proof and reassurance. It's just a couple sentences on, um, on how. One or two short client sentence sentences can help.
[00:21:43] All right, lemme start over. In this section, you're adding one or two short client sentences that can help a tiny case study. Then reinsurance. This is for you if this is not for you, if this helps the right people self-select and that, you know, [00:22:00] helping the right people self-select is very important for you.
[00:22:06] I once bought a, uh, a product that just from a Google doc that had all that we're talking about here, a few testimonials, and I, it worked. It worked because it was clear and there was proof,
[00:22:27] There's a few other items you can put on the page. And you could, you can get some of those by looking up the, uh, coach builder content from Donald Miller. So it's a really good book. And there's other places, but the, the rest of the page follows a flow, curiosity, enlightenment, commitment, the journey is curious, then enlightenment, and then finally you're gonna ask 'em to commit.
[00:22:56] Your page should, should go in that order. In [00:23:00] that in at the top, you're ask, you're
[00:23:09] at the top is curiosity. You're talking to them. This is about your problem. You belong here. This is how you get help. In the middle, it's enlightenment. This is why it's important. This is how it works. This is how it could help you. At the bottom, you ask for a commitment. If you wanna get help, you're inviting them.
[00:23:32] This is the next step. When you are ready, the problem that you can. Run into is jumping to commitment too fast. If you put the commitment part at the top, it's like asking for a marriage proposal, you know, before you even learn their name. Let them be curious, let them be enlightened, and then ask for some sort of commitment.
[00:23:59] Each [00:24:00] section earns the right for the next section. First, the clear headline, then the empathy and the stakes. Then the plan in the menu, then the invitation, the tone and the qua quantity of items shifts as they move down. It's light at the top, a little deeper at the middle, and then direct, but kind at the bottom.
[00:24:24] And if they get to the bottom, you can start writing in paragraphs. You don't have to use bullet points or headlines. You can start writing in a couple well-written sentences about who you are and what you offer. So the challenge here you know, you don't have to wait to be perfect. You could put in this into a Google Doc write for short sections.
[00:24:49] In fact, I will have a Google Doc for you in the, uh, show notes. I will create a Google Doc that you can open up. It'll have the sections in there, and, [00:25:00] um, you write one paragraph. About their current struggle. One paragraph about what happens if nothing changes. One promise section with three steps, and then a simple invitation.
[00:25:15] For example, you love the work, but your calendar's packed and your body is tired. I help therapists like you build one small income stream that creates a margin without abandoning your mission. Just to let you know, my first page was ugly. But it did get some responses because it was clear. So don't wait for perfection.
[00:25:37] If you wait, you're never gonna launch it. So do do one short step today.
[00:25:46] Going back to the stages the pillars of scalable income. The first stage was clarity. And clarity, though is not alone. You still need some sort of page, you know, you need a way to share your clarity. You know, you, you [00:26:00] need to help pe, you need a way to invite people. You need to show what's at stake, and you need to have an offer that's clear and the next step.
[00:26:11] As I said, above your homework's, simple take. Take 10 minutes, draft a page to show on Google Doc.
[00:26:22] Use the header. I help who feels what gets so they can Why? Oh, that's a, uh, I didn't add the blanks. I help this group of people who feels this pain. Get what? Get this. So they can why are you helping them? I'll have it written better in the Google Doc. So once you've written it, do the scary thing and share it with a friend.
[00:26:58] You know, share it with me. Share it with a [00:27:00] friend though. Share it with a friend. Share it with a potential client. You know, if they hesitate. Ask them, you know, ask 'em what, what is the give them get? Get feedback, like feedback is so valuable when you're doing this. If you have this page and you can share it to three people, get feedback and then share it to three more people.
[00:27:21] As you do this, you're gonna refine what you have, and then before, before you even know it, you're gonna be halfway, you're gonna have a well-defined page to share what you do. I wanna let you know I'm here for you. I really care about the therapist struggling. I really care about the person who just thinks that grinding it out and doing one-on-one sessions until, until they can no longer do that is their lot in life.
[00:27:50] And I wanna help you create some income streams that support you and ke keep you doing what you love. If this has been helpful [00:28:00] to you, I would appreciate it if you left a review on, uh, iTunes or maybe shared this episode with a friend or shared the template that I will create. That'll be in the show notes for your page with a friend.
[00:28:12] Get the word out that therapists can continue to do what they love, but also create an income stream with their expert knowledge. Where they don't have to be tied to the calendar clock or couch. All right, this is James Marland. Next time we're gonna wrap up connection with our final element under connection, and it's gonna.
[00:28:54] Next, next week we're gonna wrap up with the final episode on connection, and [00:29:00] that's gonna be about promotion. You know, how are you gonna promote what you offer? I hope you join us. This is James Marland. Until next time, go put your mission in motion.
