Welcome to Lesson 2. In our last lesson, we identified the four pillars of your Promise Package. Now, we’re going to do a deep dive into the first and most important pillar: Messaging.
Your messaging is the language you use to attract your ideal clients. Most businesses speak a language their customers don’t understand, which is why their marketing fails. This lesson will teach you the four levels of messaging so you can learn to speak directly to your market’s deepest needs.
Imagine a patient walks into a doctor’s office. The patient doesn’t say, “Doctor, I require a course of amoxicillin” (the process). They say, “Doctor, I have a sore throat” (the perceived problem).
A bad doctor would just sell them amoxicillin without a diagnosis. A good doctor diagnoses the problem and then prescribes the solution. Your messaging works the same way.
Let’s look at the four levels through this lens.
Your goal is to operate at Level 3 or, ideally, Level 4.
Level 1: Focusing on the Process (The Technician)
Examples: “We run Facebook ads.” “We write diet plans.”
The Flaw: You are forcing the customer to connect all the dots between your tool and their deepest desire. Most won’t make the effort.
Level 2: Focusing on the Outcome (The Diagnostician)
Examples: “Get more clients.” “Achieve weight loss.”
The Flaw: This is better, but it’s still not the language the customer uses to describe their pain. They don’t think “I need to achieve weight loss”; they think “I have no energy.”
Level 3: Focusing on the Perceived Problem (The Empath)
Examples: “We help you overcome low energy.” “We help you reduce the stress of running your business.”
Why it Works: You are meeting the market where they are, using the exact words they use to describe their pain. This builds instant rapport and makes you stand out from the Level 1 and 2 crowd.
Level 4: Problem + Desired Situation (The Visionary)
Examples: “We help you overcome low energy so you can have the vitality to play with your kids.” “We help you reduce business stress so you can be a more effective leader.”
Why it’s Best: A problem is only a problem because it’s preventing a desired situation. By articulating both, you show a profound understanding of your client’s world. They feel seen, understood, and believe you have the specific solution for them.
Notice that as you move from Level 1 to Level 4, your message naturally becomes more specific.
“Weight loss” (Level 2) is a massive, crowded market where you are forced to compete on price. It’s a Red Ocean full of sharks.
“Helping busy mums over 40 overcome low energy so they can keep up with their kids” (Level 4) is a highly specific market where you are the obvious choice. It’s a Blue Ocean of opportunity.
Especially in the early stages, being broad is a death sentence. Specificity is what allows you to charge premium prices and attract the perfect clients without a massive budget.
Let’s diagnose your own messaging. Use the Interactive “Messenging Level Up Tool”
- Build Your New Message: Start by filling in the [WHO], [Perceived Problem], and [Desired Situation] to craft a powerful Level 4 message. Use the dropdowns for ideas or type your own.
- Diagnose Your Old Message: Enter how you used to describe what you do and identify which level it was.
- See the Difference: The tool will show you a side-by-side comparison of your old vs. new messaging and provide an interactive action plan.
This single sentence is now the new foundation for your marketing.