The Gap
If you’re reading this, then you’re an expert in a field. Meaning, you have worked with clients in the past and have results you’re proud of.
But somewhere between your expertise (what you know) and what you earn, revenue is leaking. And that’s what my 3-stage methodology will help you fix.
Before you keep on reading let me abundantly clear what this isn’t about:
- Learning new tactics
- Running free webinars or calls
- Using hacks like fake countdown timers
- Creating any type of content till your deathbed
- Anything you can think of that sounds too good to be true
What I’ll show you is about a business problem many experts like you suffer from. I call it the Messaging-to-Money Gap – the disconnect between the transformation you create and how you communicate it to the market.
After working with hundreds of experts who've closed this gap, I've identified exactly where the breakdown happens: three specific stages where valuable expertise gets lost in translation and thus causing revenue to leak.
Now, if you’ve scoured the internet for advice on how to earn more, I bet the advice you found was to:
- Create more content,
- Start posting on more social media platforms,
- Send more emails,
- Have more calls,
- Launch more offers...
- … and more similar advice!
Basically, just do more of everything that’s not working already.
But here’s the kicker...
... Without diagnosing where the real leak is happening, you're just pouring effort into a broken system.
Stage 1: Clarity
Where Experts Get Stuck
Maybe you’ve heard a variation of this statement already: “A confused person doesn’t buy”. That’s why before you expect anyone to buy, you need to ensure your prospects understand what makes you (and your offer) the obvious choice.
Meaning, your goal shouldn't be to sound smart or cool. It’s about positioning you in a way that captures the market’s interest (and attracts prospects).
But there’s a hidden side to clarity as well. One that many often forget.
Clarity is also knowing what you need to do (and how to do it!). Put plainly, this clarity is about knowing how to market yourself.
Here are two questions that will immediately reveal whether you’re marketing with clarity:
- Can you explain in 15 seconds or less your marketing strategy?
- Do prospects ask what you do… or why they should work with you?
The Clarity Framework
1) Transformation Audit
Define the before-and-after state of your clients.
What frustration or struggle are they experiencing right now, and
Before = overwhelmed with inconsistent leads.
After = steady flow of qualified clients.
2) Language Translation
Replace technical language with emotional outcomes.
Your prospects don't buy features or jargon. They buy the feeling of finally solving their problem and reaching their desired state.
Instead of “strategic planning session,” say “walk away with a clear roadmap you can execute tomorrow.”
3) Positioning Ladder
Most experts get stuck on the bottom rungs.
Climb to Level 3 and position yourself as the obvious solution to a specific market problem.
On this level, you're competing on price and availability. Clients see you as interchangeable with countless others.
You can articulate what you do and how it works, but it sounds like everyone says. Clients see you as just another expense (they should cut).
You've connected your expertise to a specific market problem so clearly that prospects think, "This is exactly what I need" before you even pitch.
1. Complete this sentence: “Before working with me, my clients feel _____. After, they feel _____.”
2. Show the complete sentence above to a non-expert. If they don’t get it instantly, refine.
Stage 2: Conversion
Where Interest Dies
Most coaches, consultants and experts build their marketing assets around what they want to say instead of what prospects need to hear to make decisions. As a result your marketing is centered around (based on) what you want instead of what your audience needs.
Put differently, your marketing is not built around how your specific market actually buys. Nor does it help them make the decision to work with you.
As a result you fail to convert prospects into clients.
Here’s how you can determine whether you have a conversion problem:
- Do prospects show up to calls ready to start working together… or show up and waste your time 9 out of 10 times?
- When you send proposals/contracts, do prospect say “yes,” or ghost you?
The Conversion Architecture
Most funnels and marketing is designed around the idea to get people from A to B (where B represents the prospect buying) as quickly as humanly possible.
Granted, there are cases where that works.
For example a legendary copywriter Gary Halbert liked to ask his students an interesting question. Here's how that would go in his own words:
If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you most like to have on your side to help you win?
The answers vary. Some of the students say they would like to have the advantage of having superior meat from which to make their burgers. Others say they want sesame seed buns. Others mention location. Someone usually wants to be able to offer the lowest prices.
And so on.
Whatever. In any case, after my students are finished telling me what advantages they would most like to have, I usually say to them something like this: "O.K., I'll give you every single advantage you have asked for. I, myself, only want one advantage and, if you will give it to me, I will (when it comes to selling burgers) whip the pants off all of you!"
"What advantage do you want?" they ask.
"The only advantage I want," I reply...
"Is... A Starving Crowd!"
And since there's rarely a business that has a starwing crowd waiting for them, here's what to consider (and do instead).
Think about the customer experience (from interest to purchase) like a journey. For that journey, every client needs what I call a "Buyer Journey Map".
On this journey each customer has multiple touchpoints with you, your business and your assets.
And on each of these touchpoints a trade off occurs. Depending on how the customer feels (yes, how they emotionally feel) about each experience they'll either get closer to becoming a client or further away.
Here's a practical way to think about this.
- Your assets must match what prospects need at each decision stage (not just provide information). For example, right now I know from experience a simple checklist wouldn't help you. But a longer in depth piece like this, will.
- Each touchpoint — site, content, copy, calls — should answer the exact question prospects have at that stage. For example, one of the big questions you have right now is "Can Robert really help me – Is the the right person to talk about my problem?" (this is not a rational decision on your end, but you're subconsciously fishing for the answer to this question)
- Build the path from “sounds interesting” → “I need this now." Now, the best way for you to test this is to keep reading and see what I have for you towards the end of this piece.
1. Open your website.
2. Circle every “we/our” sentence.
3. Then rewrite each starting with “you/your.”
Present the same ideas with the customer in mind (and what they’ll gain).
Stage 3: GROWTH
Where Scaling Breaks
There’s a big misconception many coaches and consultants have whenever someone mentions ‘growth’.
They often think growth = doing more.
But in my experience, the best type of growth (when your revenue goes up without extra costs) is the one built on the back of systems that multiply your results without multiplying your effort.
Yet most experts hit revenue plateaus because they try to scale dozens of tactics instead of scaling one proven strategy.
Here’s a simple “reality check” question to help you.
When you want more revenue, do you think about working more hours, launching more programs/offers and getting more clients or working smarter?
1. List your last 10 clients (including current ones)
2. Categorize the source of each client (from referrals, repeats, or automated systems).
3. Circle the clients who’ve brought you the most $
4. Circle the clients that are easiest to work with
5, Map out the steps the client(s) took until they signed up to work with you.
Next Step: Close Your Gap
The three stages you’ve discovered work sequentially. You can't skip ahead and try to grow without conversion assets (it would be like filling a leaky bucket).
Unlike your competitors who assume they know where their leak is… you have by now identified where your leak(s) is.
That means you have a diagnosis and now you’re ready for the ‘treatment’. In your case that means a strategy that fixes your leak(s) and gets you closer (and faster) to where you want to be.
That’s what I’d love to help you with during a private 1:1 consultation call.
Important note: This is not a sales call disguised as a consultation call. I want to help smart people like you, and one way to do it is through a 1:1 call. That’s why during the booking process I’m asking you to answer a few questions about your goals and business.
If you end up needing my help after the call, we can discuss that. But that’s not the expectation nor the goal of this call. If you’d like a more comprehensive consulting package, you can learn more about it here.
