The #1 Reason Your Brand Messaging Isn’t Attracting Ideal Clients

Do you feel like you’re doing everything right – posting on social media, paying a ton for a website, and creating offers you’re excited about – but your leads STILL aren’t converting?

As a business owner, that feeling is crazyyyy frustrating! BUT there’s one thing you’ve probably been overlooking this whole time:

Your brand messaging. 

You’ve probably scrolled past someone in your exact niche, with a similar offer and the same kind of content… and THEY’RE booking clients like it’s nothing. Meanwhile you’re doing all the same things and hearing crickets.

Which leaves you wondering:

“What are they doing that I’m not? Do they know something that I’m just missing?”

The truth is you probably aren’t seeing conversions because your brand messaging isn’t connecting with your audience. And once you fix it, I promise you’ll start attracting your ideal clients left, right, and center.

Instead of watching someone else scoop up all of your dream clients. 

Today, we’re digging in and taking steps to fix your brand messaging once and for all! 🎉

I’ll walk you through my 3-step framework that will help you fully connect with your audience and get them to finally move from lead to client.

Are you ready for it? Let’s do this thang!

Pin this to your Marketing board 👇🏼

The Biggest Mistake You’re Making in Your Brand Messaging

Your brand messaging is basically the language you use across your content that helps people instantly understand what you do and why they need you.

Without the right brand messaging, you won’t be able to connect with your audience and attract your ideal clients.

But there’s one mistake I see folks making all the time when it comes to their messaging:

They know too much.

So much so that they’ve completely lost touch with where their leads are mentally– which is at a completely different level of awareness.

Think of it this way. Your current clients already know you. They trust you, and they understand what you do and how you help. But a lead who’s never heard of you before doesn’t have any of that awareness. They don’t know your process, your systems, or how you’re going to help them yet.

If you’re writing content as if you’re talking to your current clients, you’re leaving your new followers behind. Even the word choices you seamlessly use with your current clients, mean nothing to strangers.

Basically, you’re doing backstrokes down an Olympic-sized pool while they’re doggy paddling in place.

That gap between you and your new leads is exactly what’s holding your brand messaging back and keeping you from attracting your ideal clients.

The 3-Step Brand Messaging Framework to Attract Your Ideal Clients

Now… let’s fix that brand messaging, shall we?

If there’s one thing to know about me, it’s that I’m obsessed with formulas. When I work with business owners inside Magic Marketing Machine, I love giving my clients formulas. They get you out of your own head and back in touch with your leads’ language. 

So, grab a pen and let’s work on a little formula together that will help you get suuuuper clear on how to speak to your audience. 

Step 1: What do your clients really want?

Fill in the blank: What my clients really want is ________.

The first step of my brand messaging framework is to ask yourself what your ideal clients REALLY want. 

Keep in mind, we’re not asking what they NEED. What they want and what they need are completely different questions. 

Here’s a classic example: Let’s say you’re a fitness coach who wants to sell people on longevity and a healthy lifestyle. Your goal is to help people be healthy enough to play with their grandkids and bend down without their knees screaming at them – the whole shebang.

A conversation with a new lead might look something like this:

Lead: “I need to lose 10 pounds.”
You: “Great! Here’s my package for a healthy lifestyle.”

Lead: “No — I want to lose 10 pounds.”
You: “Yes! Healthy lifestyle!”

Lead: “That’s not what I’m saying…”
[Enter Shelly, a different fitness coach.]

Shelly: “I can help you lose 10 pounds!”
Lead: “SOLD!”

Who are they going to book with? Shelly.

Now, you and I both know that healthy lifestyle stuff will result in weight loss. But because your brand messaging prioritized your lead’s needs over their wants, they went and booked with somebody else.

Step 2: What’s Stopping Them from Getting It?

Fill in the blank: ________ stops my clients from getting whatever thing they said they wanted.

Now that you know what your clients want, ask yourself, what is the one thing that’s standing in their way?

Of course, all of your clients are different with different problems and different life scenarios. But for the sake of this exercise, choose ONE person – one specific ideal client who you think would be perfect to work with – and fill in the blank with what THEY would say. 

Let’s go back to the fitness lead who wants to lose 10 lbs:

Being sold weight loss quick fixes online stops my client from losing weight.

Between counting macros and trying diet after diet, your clients can’t land on something that sticks.

That’s the kind of specific language that stops a stranger mid-scroll. When they see you speaking their language like this, their immediate thought is, ‘OMG that’s me!'”

Now, they’re sold because they see that you understand their problem and understand them.

Even if you’ve been saying this in a million different ways already, because you weren’t using THEIR words and THEIR language, your brand messaging was making that disconnect worse. 

Once you correct it and start saying things the way THEY would say it, you start attracting even more ideal clients.

Step 3: What Does Your Audience THINK They Need to Do?

Fill in the blank: My clients think they need to do ________ in order to get that result. 

And finally, to complete the brand messaging framework, ask yourself what your ideal clients think they need to do to achieve their goal. 

What do they think they need to do that you know they don’t actually have to do?

This final step meets them exactly where they are. 

Knowing your lead’s goal and what’s standing in their way is only part of the equation. 

By naming the SPECIFIC thing that your ideal client is currently doing (even though it’s misguided), you give them another “Wait, that’s literally me” moment. 

From there, you have a clear pivot point to show them what actually works. 

Now, our fitness lead might think that cutting carbs alone is enough to help them finally lose those 10 pounds. 

Meanwhile, YOU know what they really need is a regular exercise regimen and a calorie deficit to get to that result faster (aka that healthy lifestyle you were originally touting). 

When your brand messaging meets your audience where they are, and uses the same words they’re actually THINKING, that is what makes someone feel confident enough to hire you.

Let’s Put This Brand Messaging Framework into Action

Let’s put all 3 fill-in-the-blanks together and we’ll use my own Magic Marketing Machine as an example:

What my clients really want is to get clients, and make money.

Wasting hours and hours creating Instagram content that falls flat, and trying to follow trends and please a scary algorithmis stopping them from getting that.

They think they need to sacrifice their integrity in order to sell to an audience onlineand don’t realize they can grow their business authentically.

Now here’s where you get to add in the heart of your business – the thing you knew they needed all along, before you learned how to say it in their language:

But what they really need is to speak their ideal client’s language, meet them where they’re at, and use genuine marketing skills that leave pushy, uncomfortable sales tactics behind. That’s what Magic Marketing Machine shows them exactly how to do. 

This brand messaging framework  is just the tip of the iceberg. Once you nail this stuff, you’ll know how to fold in language that makes people JUMP to work with you, seamlessly into everything you post.

➡️ Think your brand messaging needs some work? 

Let’s diagnose EXACTLY what you need to do with my Choose Your Own Adventure training. This free training will help figure out what you specifically need to do to get clients pouring in from your Instagram alone.

Remember: Marketing is a Skill, Not a Talent

Now that you have a formula to fix your brand messaging, you might be thinking, “Okay but, Jenna, what if I try this and it doesn’t work?”

I hear you. That’s a totally valid concern but there’s one thing that I want you to keep in mind:

Marketing is a skill, NOT a talent. 

If your marketing isn’t converting, that doesn’t mean you’re a lost cause. There’s always room to get better at marketing and creating content that converts. In fact, running through my brand messaging framework is already a step in the right direction!

I think because we’re surrounded by SO MUCH marketing all the time we assume we’ll be good at it through osmosis. As amazing as that would be, getting good at marketing doesn’t work that way. 

Marketing isn’t a talent that you’re just magically given. 

Growing up in theater, I always felt like “talent” implied some innate thing you were born with. But every talent that I’ve ever had – like singing and dancing – was actually a skill. 

No matter what, it was something that I had to work hard for. 

It might have started with a talent, but in the end, it was honed by skill and practice (and by my parents paying for my lessons). 

Marketing is exactly the same. 

If your brand messaging hasn’t been landing, that doesn’t mean you’re bad at marketing or not cut out for it. It just means it’s a skill you haven’t fully learned yet. 

The good thing is, now that you know exactly where the disconnect between you and your audience is, you have a formula to help you level up your marketing.

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Getting your brand messaging right can absolutely TRANSFORM your business. 

Figuring out how to speak your audience’s language and implementing it into your content will do the heavy lifting and attract ideal clients for you.

If you never thought about your messaging this way before, perfecting your brand messaging could completely change the way you plan your content from here on out. Now, you have a very specific lens to run every carousel, Reel, Story, and caption through. 

So, fill in those blanks and get into your ideal client’s head. Weave their words into your content instead of always sticking to just your own. 

And if you want a head start on turning your new brand messaging into sales posts that get you discovery calls, I’ve got you covered. 

It’s not quite a fill-in-the-blank template like my brand messaging framework is, but my 10 Sales Calls in 3 Hours Sales Caption Template breaks down the exact caption template my client used to get her 10 sales in just 3 hours. 

Grab it for free and start turning those followers into new clients. 🙌🏼