STP 88 | How to Easily Create Demand with a Problem Solving Message
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[00:00:00] James Marland Podcaster: Hello, this is James myelin, the host of the scaling therapy practice. This is the show where we empower mission-driven leaders. to launch a life changing. Online courses. I'm so glad that you're here with me today. Today, I'm going to talk about one of my favorite things that I've been learning over the last couple of weeks.
[00:00:27] James Marland Podcaster: It's called the demand narrative. The demand narrative helps you build interest in your topic without being salesy, without being pushy. And it offers a solution to your ideal client that. As you connect with them, they're going to. Want to buy from you. So I've learned this, I've been learning this from some of the courses I've been taking and the books I've been reading.
[00:00:54] James Marland Podcaster: I've been reading a book by Danny Ivy. Oh, I hope I got his name right. Uh, but, uh, Danny, um, Great teacher. He leads a Marcy. And. He wrote a book called effortless. So I've listened to that book and done some work on that and off. So. I took a course that the. The art of offer craft. And those two have been really helping me. Put into words, what is in my head and what I want to do and how I want to help people, but explain it in such a way that it connects with people and helps them and serves them instead of manipulating and selling to people.
[00:01:34] James Marland Podcaster: Because when you. When you see selling as service, when you see selling as helping people get solutions, selling is awesome. Selling is amazing because you're helping people and that's what you really want to do. And I've struggled wanting to sell to people because selling for me has been manipulative and arm twisting and. You know, uh, false limits and false hopes.
[00:02:02] James Marland Podcaster: So I always feel men. I'm very cautious about. Manipulation. And I don't want to manipulate anybody to buy anything that I have, I want to serve and help them. So the demand narrative helps you frame your solution in a way that is service oriented, not salesy. So we're going to. Get into the demand narrative.
[00:02:24] James Marland Podcaster: And this comes from the book effortless, and the art of offer craft. course. And, uh, I'm so excited about this framework, the there's 1, 2, 3, 4, 5, 5 steps, five, five easy steps. And I'm just going to give them to you, give them to you upfront and explain them. In the podcast, you meet people where they're at. You articulate their worldview, you share a deeper insight and you explain the solu, explain the solution and provide the next action. 1, 2, 3, 4, 5, 5 things.
[00:02:57] James Marland Podcaster: So I'm just going to share mine as I'm working through it. I made a worksheet for myself. And I am working through my own demand narrative, as I figure out how to help. Therapists build their own online courses and increase their freedom. So number one is meet people where they're at validate for the audience that they are on the right.
[00:03:18] James Marland Podcaster: They are at the right place and listening to the right person. So to do that, you describe the pain they're experiencing or the object of their desire. So for me, If I'm talking to therapists who are, who are struggling. And they're thinking about all the things they should be doing. They're struggling with burnout. They're struggling with. Seeing too many clients are seeing too many of the wrong clients.
[00:03:49] James Marland Podcaster: I know when I did scheduling. I would get requests. Like I can only see this many clients. I can only see this many of this type of clients. If they have this diagnosis. I can only have two or three of them because though the wrong type of clients, burn therapists out. Um, Too many, too much demand after COVID the demand for therapists and the access. Really increased.
[00:04:12] James Marland Podcaster: And so many therapists, even though this summer, there was a little summer slump, summer 20, 24. Things started to return to quote unquote normal. The demand for therapy has never been higher.
[00:04:25] James Marland Podcaster: Um, There's the other other problems that they might have is, uh, they're missing family time because of the demand is so great. They're either scheduling people in the morning, scheduling people or over lunch, scheduling people in the evening. Uh, it's great for the bottom line, but you're missing out on relaxing and family time. You can't be with kids.
[00:04:47] James Marland Podcaster: Another big problem is. Uh, you, you can't take time off. Like if you take a vacation, not only do you have all the work that you should have been doing, you have all the new work and nobody's paying you for your vacation. If you're a solo preneur or an entrepreneur, nobody pays you for that vacation.
[00:05:05] James Marland Podcaster: If you don't work, you don't get paid. So you can't take time off, which leads you to feeling. Chained to your desk or chained to your chair, and then you get resentful of it and something that you enjoy and love to do and are good at becomes a burden or a chore.
[00:05:23] James Marland Podcaster: And, uh, college. College isn't cheap. So the only way to earn money is to see one more client, the only way to pay off your bills or pay the expenses. Is to do? the thing that you're good at, which is C clients and solve problems. But you can't get away. You can't stop. So you're on this treadmill that just goes on and on and on. And then what if somebody gets sick?
[00:05:46] James Marland Podcaster: What if a family member needs you? What if. Um, You know, um, uh, your mother or father needs you for a week or a month. What if your kids have special needs, like how can you. You have all this education, you can help people. You can use that to earn money, but then you have other demands and other needs, and it just doesn't seem fair sometimes that you to help other people's families, you have to give up your own.
[00:06:15] James Marland Podcaster: And so that's, that's the starting point and those are the pain points. That people have therapists or coaches. Um, They they're. They're great at one-to-one, but it's difficult to scale because time is so limited.
[00:06:33] James Marland Podcaster: The next step after meet people where they're at is articulate their worldview. You give voice to their worldview before telling them there's another way to look at things. So this is, um,
[00:06:46] James Marland Podcaster: Uh, uh,
[00:06:48] James Marland Podcaster: A story or a belief that people tell themselves selves that externalize the reason why they don't have what they want. I want, you know, for example, I want to have extra family time, but I don't have it because the only way I can earn money is to see that one more client, or I want to take vacation. But I can't because if I stopped seeing my clients. I'm going to get behind in my bills. Or I would love to work on this mission or passion project. But I have to start seeing. I can't, I can't give away my time. 'cause I'm not, I can't earn enough. There's no way to earn more money than what I already have.
[00:07:34] James Marland Podcaster: I've already raised my rates. I've already optimized my systems. And I'm at my max. So they have two beliefs. And so in the demand narrative, you articulate that belief.
[00:07:48] James Marland Podcaster: Um,
[00:07:51] James Marland Podcaster: You. You want so for, for me, I might say something like. You want to, you want to, um, Take a two-week vacation, but you know, you can't because there's because there's no way to earn money. Besides seeing one-to-one clients. And when you stop seeing one-to-one clients, You can't take that vacation. So the best you can do as long weekends or one week, or you can't take a month off. Because there's just no way to do. it with all the bills that you have.
[00:08:23] James Marland Podcaster: And if you stop, if you stop working. In the chair. The money stops flowing. Those are the types of beliefs that people have that keep them doing the things that they are doing.
[00:08:36] James Marland Podcaster: Uh, another story might be. You know, I see all these other therapists. These other entrepreneurs making passive income making courses.
[00:08:49] James Marland Podcaster: But that would never work for me because I don't have a big social media following. I don't have the technical skills. I don't have the video guy. I don't have the webpage. I don't know where to start. Um,
[00:09:03] James Marland Podcaster: And, and so I could never make it. I could never make an extra 500 or a thousand or $10,000 a month. On my online course, because I don't have the technical skills or a big following.
[00:09:19] James Marland Podcaster: So you articulate their worldview. You help them. Uh, you, you, you show them that you understand what's going on. You. You, you get it.
[00:09:34] James Marland Podcaster: Then the third step after meeting them where they're at articulating their worldview, you share deeper insight. You are sharing something that you know about your field that makes their problem solvable. You use cognitive dissonance in your favor and introduce another belief. So your task here is to articulate a deeper insight you're describing. The real problem for them and the fundamental concepts that make it possible for an offer like yours to solve their problem. Taking a sip of coffee here.
[00:10:09] James Marland Podcaster: Great. Great podcasting.
[00:10:10] James Marland Podcaster: When you sip coffee anyways. Um,
[00:10:16] James Marland Podcaster: So a deeper insight. So for, for me, Uh, I would say something like. You might think the problem is the lack of technical skills or a lack of, or no social media, media following. But it's really about.
[00:10:35] James Marland Podcaster: Building relationships and solving problems. I didn't say that well, because. I'm still, I'm still articulating this for myself, but I would say something like, you might think that the problem is. That you don't have a, social media audience or you don't have the technical skills.
[00:10:51] James Marland Podcaster: But making money online is not about social media following or technical skills.
[00:10:57] James Marland Podcaster: It's about solving prob building it's about building relationships. And solving problems. Two things that you are already an expert at. And then you explain the solution. That you hint at your product, focusing on the underlying mechanics that make it effective. So the next step, step number four, after you explain a deeper insight. Is explain the solution.
[00:11:23] James Marland Podcaster: Um, by the way, 0.3 share deeper insight was, uh, is critical. Um, I think it's one of the things that I was missing in my. In my narrative, I could explain the problem. And I could explain why, you know, their, their worldview, but I, I struggled to, to make the leap from sharing my solution. To them. Because it always felt salesy like, oh, you have a problem.
[00:11:54] James Marland Podcaster: I'm going to jump on you with this problem. But this deeper insight, I think is a, an excellent way to. Uh, connect what they're going through with what you can do to help them. And it doesn't feel salesy at all. So meet them where they're at articulate their worldview, share a deeper insight. Now you explain the solution. You're only hinting at your product.
[00:12:15] James Marland Podcaster: You focus on the underlying mechanisms. That make your product effective. So in a few words, you describe what's going on that make your, that makes what you provide effective.
[00:12:30] James Marland Podcaster: For example.
[00:12:32] James Marland Podcaster: Uh, a digital product is still building relationships and solving problems. If you keep doing what you're best at relationships and solving problems. With a digital product, you can scale. And. You can scale your. Reach income and services.
[00:12:56] James Marland Podcaster: Because buying is just purchasing a solution from somebody you trust. I love that buying is just purchasing a solution from somebody you trust.
[00:13:07] James Marland Podcaster: They already are looking for solutions. They already have a problem. And if you're reaching out to the people that you can solve their problem. With the therapist. Like you can have a digital product. You are just building a relationship. Solving their problem. The cycle might look something like.
[00:13:29] James Marland Podcaster: Build the relationship. Identify their need, like use a demand narrative. Like we're doing here. Identify their need. Support them. Offer a solution then deliver the solution. So that's the buying cycle. You, you. You build their relationship, identify their need, support them, and offer your solution. And then deliver on your solution.
[00:13:52] James Marland Podcaster: It's just a, it's a simple buying cycle. Framed. In relationship, because I think that's what.
[00:14:00] James Marland Podcaster: Um,
[00:14:02] James Marland Podcaster: Separates therapists from other peoples, they care about the person they care about who they're serving. They care about what they're doing, not that other marketers don't, but there's a real bond. Or tie between the therapist and the there. The person who's offering the solution. So it always feels salesy.
[00:14:22] James Marland Podcaster: It always feels manipulative when you're like, oh, buy this product. But when you frame it in, I'm just doing what I'm best at. I'm just, I'm just building a relationship and giving them a solution and it's up to them to use it or not. That feels wonderful. In fact, You can target that. Like you can target that to who you can serve the best.
[00:14:43] James Marland Podcaster: Like. I, you know, I serve. Parents who have anxious kids around test time and I give them solutions. Here's my solution. Would you like to take it?
[00:14:53] James Marland Podcaster: Um, I serve, uh, families who have marriage, marriage problems, and they're struggling with. Uh, communication and their marriage, which leads to all these other problems. I have a way to solve that. And this, this is, this is the solution. So, um, That, uh, explain the solution. Uh, is the next step before you, you tell them their next action.
[00:15:19] James Marland Podcaster: So tell them. Uh, tell them exactly what you want them to do. What is the next step they can take to get their support? Because. Uh, what you've done is you've changed the story because the story they've been telling themselves is it's not solvable. My problem's not solvable. It's not in my control. I can't do anything to stop it.
[00:15:42] James Marland Podcaster: So I'm just going to either solve it my own way or live with it. And. Now you've told them. There's a different reason for why they're having a problem. It is solvable. Here's the solution. What do you want them to do? How do they engage? So my solution might be. Would you like to start creating a digital product to increase your freedom and income in your life?
[00:16:09] James Marland Podcaster: And then have a button or a video or a talk with me. But like, Hey, that's that's the next step? And, uh, the people? who connect. And who understand your solution and they feel. Um, They feel like you have a viable solution. They're going to take that next step. Now you're not, you're probably, if they don't know you, you're probably not going to say, Hey, buy my $5,000 course. You might say, watch this video or talk to me or join me in this workshop or attend this webinar. And then in the webinar, then you start your, your bigger offer process. You give them small steps to take what's the next obvious step for somebody? With this problem. For me, it might be here's a video.
[00:16:53] James Marland Podcaster: Let me show you how it works. And then at the end of the video, I would say. Here's this webinar, let me show you how that works. And then at the end of the webinar, I would say, Hey, would you like to buy a, you know, a $99 workshop or $150 workshop? To solve this one problem. Let's, uh, let's identify who your exact dream client is like. And what you're best at. And then after that, I might say. Hey, I have a. Um, You know, I have a $10,000 course that I'm offering, but I'm going to offer it. You know, as, uh, a pilot course for like $2,000. I'm throwing out random numbers here, but I'm offering a pilot course for like six months for a couple thousand dollars. At the end of it, you're definitely going to get, um, You know, these are the things I can promise you. Would you like to join?
[00:17:45] James Marland Podcaster: And that's not, that is not selling well, that's selling, but it's like solving a problem and solving a big problem. So, uh, I went past the demand narrative and learning other, other things about making it easy for people to buy. So that's where that all that came from. But that, that would be, um, the process that I'd like to go to as I build a relationship with people.
[00:18:08] James Marland Podcaster: So they know like, and trust me, Like James knows what he's talking about. Oh, I can take, I can watch his video. Oh, I can go to his webinar. Oh, I like his workshop. I'm going to buy you. I'm going to test the waters and buy something from wow. He really delivered on his workshop. He solving the, my problems. How can I get more of this, you know, and, and people, people, um, Your ideal customer will pay, pay you for what you're worth.
[00:18:37] James Marland Podcaster: So anyways, I was really excited about the demand narrative. It's felt like it's given me hope. Cause I haven't had words to describe what I'm trying to do in a way that felt comfortable to me. Um, Selling things remember selling is just providing, providing a solution for people. That they would love to buy.
[00:19:01] James Marland Podcaster: And when I frame it that way, I feel much more comfortable in what I'm doing.
[00:19:04] James Marland Podcaster: So I hope that helps it's the demand narrative. If you'd like to, um,
[00:19:10] James Marland Podcaster: If you'd like to talk more about this. Uh, if you have some. Comments or suggestions? This email me James, at course creation studio.com. Um, I'm also on LinkedIn, James Marland. And, uh, you'll, you'll see some of those links down there. I'd love to, to talk with you. About what your next steps might be.
[00:19:32] James Marland Podcaster: So that's how you develop a demand narrative to talk to your ideal client so that they feel. So that they know the next step. And how you can help them. This is James violin for the scaling therapy practice. Go put your mission in motion.
