#120 - Your Marketing Feels Messy (Here's A One-Offer Fix That Changes Everything)

Does your marketing feel like a lot of effort with not a lot of results? 

You're posting, showing up, creating content, and yet the sales aren't consistent or predictable. In this episode, we're breaking down exactly how to simplify and market your offers online and why it gets messy fast.

Using my signature "house of business" framework, I'm sharing how having too many offers and too many entry points into your business creates confusion for your audience, and exhaustion for you. You'll hear real client stories of coaches and creators who simplified down to one clear signature offer and almost immediately started making more sales with less effort.

If you're a purpose-driven solopreneur who's tired of the content hamster wheel and ready to get consistent clients, this episode will give you the clarity you need to clean up the mess and start selling with intention.

In this episode:

• Why messy marketing isn't a content problem → it's a structure problem
• The "house of business" metaphor that makes your marketing strategy instantly clear
• Two real client case studies showing what happens when you simplify to one offer
• How one signature offer makes your content clearer, your sales more predictable, and your business easier to run
• Where to start if you're ready to clean up your marketing today

Resources mentioned: Soul Aligned 6-Figure Systems mini-course — only $7 → GET IT HERE

Mindset to Market is a Luminous Creative Production. If you'd like to learn more about our business coaching program and group coaching container, please visit us online at DeborahcSmith.com.

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Mindset to Market is produced by Deborah C. Smith and designed to inspire and support big-hearted creatives in finding their own unique path, building a sustainable business, and creating financial, spiritual, mental wellness and abundance.

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Transcript

Your marketing feels messy. And what I mean by that is that you're doing a lot, right? You're showing up in all the places that you have been told that you're supposed to show up and posting regularly, consistently. You're creating new content to connect with people and, and designed to attract new eyeballs to your work, which is what marketing is. But it's not exactly translating into consistent sales, not the kind of regulated, trackable sales that you can count on and plan on. So I wanna talk about that today because I'm seeing it everywhere right now, and I've been having conversations with entrepreneurs who are purpose-driven people, who have a mission to help people be of service, and they have messy marketing. And so let me be very clear, your messy marketing does not reflect on your value. It doesn't mean that you're not great at what you do. It doesn't mean that you're doing anything wrong necessarily. It often means that you're doing too many things at once without a very clear system that connects it all. So you don't have a week-to-week system that makes this all feel like a smooth operation. And so my purpose with this podcast is really to provide you with content that's gonna help you clear something up and move the needle a little bit this week in your own business. So I feel like we gotta go right for the guts of your messy marketing and clear that up. So let's do this. Hey there. Welcome to the Mindset to Market Podcast, your go- to space for practical tools and solutions to the everyday challenges of being a creative and soulful entrepreneur living in a material world. I'm your host, Deborah Smith, a holistic business coach and marketing strategist with 17 years of experience. I help my clients bust through mindset blogs and learn daily marketing practices that balance personal wellness with financial growth and impact. I'm here to offer you support with creativity, mindset, practical how-tos, and getting into imperfect, messy actions so you can experience daily breakthroughs as you grow. If you're a purpose-driven entrepreneur, building an online business, you're in the right place. Let's dive in. Hello again. Welcome back or welcome to The Mindset to Market Show. I'm Deborah and I'm laughing because I just listened to the intro and right in there I say, "I'm gonna help you get into messy action." And then of course, today's topic is about how to clean up your mass. But listen, what I mean by get into messy action, just so we are all on the same page, is just taking action even when you don't feel ready to leap and the net will appear. When it comes to business, you've gotta take action every single day. You've gotta get outside your comfort zone and get vulnerable and make the phone call, make the ask, post the post, all that stuff. So that's what I mean when I say take messy action. Just get it started. However, when we're talking about refining a system that's gonna lead to trackable data and sales, we don't want messy marketing. So let's define messy as it pertains to this conversation. Um, when my clients come to me and they say their business feels messy, this is what they actually mean. They mean that they feel like they have to be everywhere all the time. They have to be posting a real on LinkedIn or Instagram, you know, a LinkedIn style thought, thought leadership piece on LinkedIn, an email getting ready for their, you know, weekly list. Maybe they're trying to start a podcast or working on a new webinar, and they're constantly coming up with new ideas, new offers, new content angles, and new things to try. And there's this underlying pressure that if something isn't working right away, like if it doesn't have immediate results or go viral, then they need to pivot or create something entirely new. And what that creates is a ton of extra work. But more importantly, it creates confusion for both the buyer, the audience member, and for you. So there's all this messiness around that because there's not any clear path from somebody finding you out there on the internet, learning about who you are and what you do to deciding to make a purchase with you. So the way I like to explain this, and this is something that I teach inside my new mini course, which I'm going to tell you about at the end of this episode, it's, it's awesome and it's ready for you, is to think about your business like a house, okay? So your offer lives inside the house. If, if somebody were to enter this house, your house of business, they're, they're entering through a doorway and inside they're gonna find the thing that they're after. Whatever they came to you to buy, okay, it's the solution to their problem. And your marketing is everything that lives outside the house. So it's the series of pathways that lead to the house. So it's the street, it's the driveway, and then maybe the walkway from the driveway up to your front door. So it's all the roads that lead people to your house, right? So, and then you're messaging your content, the calls to action, think of that like the door to the house and the doorknob. And that's the thing that actually gets someone to come inside. So your messaging is really like a doorway, a call to action. It's like, come through this door and see what's inside and get the solution that I offer. So where this breaks and where I see all kinds of problems is, and this is where it gets messy really fast, is that most people don't have one clear item or offer inside that house. They've got multiple different things inside the house and they have multiple doors to get inside the house. They have multiple different entry points where you can come inside their house of business. And then once they get in there, there's multiple different things that you can buy inside that house. There's multiple different offers on the table that lead to slightly different places for slightly different types of clients. So now instead of having one clean pathway, you got people wandering around outside the house, trying to figure out how to get in, they're getting lost in the hedges, they're saying, "Where do I go? Which, which of these doors is the right door for me? What should I actually do here? Which one should I walk through?" And then on your end, it creates a ton of extra work because now you're trying to market multiple different things, talk about multiple different things they could check out inside that house, track what's working right or what's not working right for multiple different things, keeping everything active, right? Keeping every pathway clean, keeping all the messaging and the doorknobs turning easily on all those doors and staying consistent with, across all of that. That's why it's exhausting. And when you get exhausted, you start to slow down, you get a little bit confused, and guess what? It gets messy fast. And so here is the shift that I want you to consider. If that was you, if anything I just described, having multiple doorways and entry points into your house of business, then hear me out here. And this is what I'm seeing actually work with my own clients. This is definitely what works for me to have a, an operational system for my business that's rinse and repeat. And this is what I'm focusing on helping my clients with inside my programs, which is simplifying all of this down to one clear entry point that is the right door for the very right person, right? So one offer, one house, one door, one driveway, on one street. Now, for my multi-passionate entrepreneurs who are cringing at the thought of having to pick just one thing, first of all, I absolutely feel you. I identify with that. I love to do lots of different things. And in the past, this created brand identity issues and just messy marketing and really kept me in the weeds. And that's why I'm telling you that I know that this works because I'm my own best client when it comes to this topic. I have had the messy marketing and tried to have too many doors open and please too many people and solve too many problems and chase too many shiny objects, and guess what that left me with? A lot of work to do and not a lot of sales. And so the simplest thing you can do to prevent that is to start with one clear offer inside your house and only have one really clear door for people to walk through and eventually, of course, you can serve lots of different ideal clients with lots of different offers. But when you're first starting out in marketing and online business, it really does help to minimize the amount of work that you have to do so you can test different data points. And yeah, so we want to clean that up. So let me give you a couple of examples of this in action. So I had a client recently, let's call her Sarah, for the purposes of this podcast, who came to me having three different offers. So she had a one-on-one coaching package for women who are navigating a career transition. She had a group program that was about burnout and energy, like really about not burning out and, and maintaining energy. And then she was starting and halfway through creating a digital course that was about productivity. So one ideal client, but three very different programs, right? Her ideal client was a high achieving woman who is navigating career transitions. But if you look at that group program, yeah, burnout and energy is part of that and, you know, productivity is part of that, all great ideas, all highly valuable offers. But they were speaking to slightly different versions of her ideal client and her audience. So her marketing posting would look like, you know, one post about burnout and then the next day she would be talking about career clarity and how to, you know, get your resume scanned and then a post about productivity. They're all in the same ballpark, but from the outside, it was really hard for her client to tell exactly who is she speaking to and what she actually wanted to be known for. And so nobody was buying anything because they were, it wasn't crystal clear that she was an expert in any one particular facet of that, of that world and that niche. So we simplified everything down. We chose to go with one core offer. This is a 12 week program for high achieving women in corporate roles who feel burned out and want to transition into more aligned work without blowing up their income. So same skills, same expertise, same, all of those things are the same. It's just a focused, single offer. And guess what? Almost immediately her content became so focused and so clear. Her messaging was very strong and people started saying, "Okay, this feels like it's for me. " And she started getting traction and she started making sales. And real talk, it took her about two months. Um, 60 days after like rewriting a lot of her messaging based on clearing up her offer, she was selling high ticket offers with that, uh, 12 week program. So it works. When you get clear and people can see themselves in your messaging, then they start to pay more attention. Example number two is, um, my client, Jess. Okay, so she was building an online business, she had low ticket, she's a designer. So she had low ticket Canva template bundle. She had a membership for content creation, so she's teaching you and doing it with you inside this membership. And she had a new offer teaching people how to launch digital products. Again, none of these are wrong, none, and all of them live in the same general niche and field, but they were pulling her in three completely different directions. One was for beginners, right? One was for people who were already creating content and just want to practice, and then one was for people who are ready to start selling and ready to go to market. So every time that she sat down to market her own work, she felt like paralyzed, like not just stuck. She's like, "Ah, what am I even talking about today? Which one of these things do I focus on? " Right? 'Cause she's got different people at different points of their journey and different outcomes. So it was like a lot of different pieces of content. So we, we, right away I was like, this, I saw it so clearly. I'm like, "Okay, we gotta strip this down." And got really clear on the thing that would make her feel most lit up, not just like, you know, create anything and everything to see which one will sell, but like, what would you most like to be doing? So, and she landed on helping service providers specifically create their first simple digital product so they could start generating consistent income. And of course, it's an easier thing to sell because it's about a end result, right? So that was, that was not, you know, that was also by design because we wanted to get her earning money. So now her content has one job to do. Speak to that woman, that woman who's ready to have a simple digital product that will generate some income for her. And she had a very clear path for people to follow. So instead of trying to keep three different doors open to the house, it's just one door, one clear path, one clear set of problems that she solves. So think about this with your own business. Your marketing has one very clear job, and that is to get people's attention and show them that you have a solution to their problem. Invite them into your house of business. So when you're all over the place and you've got lots of different things going on and lots of different offers and lots of different doors to get into that house, that's when it gets messy. So you just wanna create one simple offer and lead people to that one place. Once that is in place, everything genuinely starts to feel lighter. The content strategy becomes really clear, your message gets really strong, and people start to see you, and people start to notice you and feel, you know, understand how you can help them. Sales become a lot more predictable, which is the goal. So this is exactly the work that I've been doing with my clients, both inside my group coaching program, also one-on-one, is helping women build that foundation so their business actually runs on some type of system, and it's not just you're winging it week after week, right? And constantly efforting with no results. Like that, I, I've been there. It sucked. And so my goal is to help you not be there. Um, but I also know that sometimes people just need a place to start. And I promised at the beginning that I would tell you about my new mini course, which I'm very excited about. So if you're listening to this and you're realizing, you know what, I, I do not have one clear house of business with one clear offer and I got lots of doors open and the hedges are a bit messy and needed trim and, and you're not actually sure how you would start to do that or how you would actually market that week to week. Um, that is why I created this new mini course. I called it the sole aligned six figure system. And I called it that because once I got really clear on what I would most be lit up by doing myself, and it was really aligned with my soul work, and then I put these other principles into place inside my own business, the clarity of one offer inside one house with one clean set of messaging, I quickly went from feeling overwhelmed all the time by having to constantly stay on the hamster wheel and create content to knowing exactly what to post each week and where to post it that was gonna get the attention of the right people inside my, my niche, which led to me being able to track data a lot more simply because once I had just one clear offer, I was able to test different points in the funnel and know where I was, things were falling apart, where messaging wasn't landing, and I could track the data a lot easier, and then project sales. So what you get inside that mini course is a simple focused training to help you build your own signature offer, pull from all the things that you're already doing and loving, and get really, really clear on what it could look like to shape an offer that you could sell over and over and over again. So you have a bread and butter offer on the table. So when people come inside your house of business, they know exactly what it is that you sell. They can tell exactly what you're an expert in and they'll know right away whether or not it's the right thing for them. It's just a c- creating a cleaner path in your marketing. It cleans up the mess and it leads to easier, simpler, and increased sales. So instead of doing more things, you're doing the right things in the right order. So that's what's inside the Soul Aligned six-figure system mini course. The link is, of course, in my show notes, it's only $7, you guys, and I did that on purpose because really what I'm teaching you is how to craft your signature offer. There's an amazing AI prompt that you can get to go along with it if you want. And everyone who's gone through it so far has raved about it and given me great feedback, so I'm very happy that that's helping people. But whether or not you feel like that will benefit you, um, I would like you to just ask yourself, is what I'm doing aligned with my purpose? Does it light me up? Is it solving a clear problem that my audience knows exactly what I sell and what I'm known for and what they'll get? And is there a real market demand for what you're offering? Like, are people out there actually actively searching for this type of solution, the thing that you do? And if not, then it would be useful and beneficial to you to try dialing those things in because when your audience can clearly see your solution to their problem and it's right there in front of them, then all they have to do is decide, do I want it or not? And it just makes selling so much easier. And to trust me when I say that it feels amazing to be able to step away from your business and know that you have things running behind the scenes that are automated, simple pathway to your offers that will be lining people up to talk to you, creating warm leads that can become potential clients, and just knowing that it's safe for you to step away because you have predictable income in your business, because you have a system that's based on something simple and easy to maintain. So please check out the link in my bio, check out the Soul Line Six Figure System mini course. If you know somebody who is out there flailing a little bit and needs a system behind their business, please share the link with them. I would, you know, like I said, it's only $7, but I created it to get this work in the hands of as many people as possible, and I would love to share that with anyone. And I just thank you for listening. I hope this was helpful. I hope that cleaning up and simplifying is something that you're planning on doing. Of course, if you need my help, just reach out. You can email me at hello@debracsmith.com. Um, you can just message me right here on the Buzz Sprout platform, the podcast platform, and let me know too if there's some topic that you specifically would like to either hear a guest interview about or that you're looking for help with, because I really wanna plan content for this podcast that, that serves this audience. So thank you for listening. Thank you for being with here, uh, with me on this journey to create success as solopreneurs and as always, you guys, I will see you next week and until we meet again, may you be vibrant.