Beyond Personal Branding: The Power of Selling Your System

Kinsey Machos: 00:01

I'm Kinsey Machos, your host and founder of the category Queen. Welcome to the podcast for coaches, consultants, and course creators who don't just want to dominate their niche, but they desire to play in their own league. My mission is to help you unlock the power of your unique brilliance and use it as a vehicle to gain recognition, reach more people, and make more money. Not too long ago, I took a bold leap, leaving behind a six figure corporate salary with nothing more than a used MacBook and a burning desire for more freedom. Today, our brand has become globally recognized, helping thousands of female founders to become industry leading experts. Join us each week as we go on a journey together to discuss mindset, marketing, and money, and more importantly, the real life discussions about balancing success with motherhood and marriage.

Kinsey Machos: 00:56

Because we're a community of women who build and scale impact driven businesses, but do it without sacrificing the things that matter most to us. Welcome to the category queen show. Hello, my fellow category queens. I hope you are having such an amazing day, and you are just really enjoying summer. At the time of this recording. Obviously, it is summer. And I, oh, my gosh, I'm having so much fun. And also, I'll be honest, it's also that time where it's like, you have so much time with your family, you're like, okay, I want to be in a room by myself. Like, everybody leave me alone. And OMG, I love you people. And also, I need some space. But I believe that those two feelings can coexist. Sort of this, like, slightly annoyed type of mentality.

Kinsey Machos: 01:53

And also, oh, my gosh, I just want more of this. I'm kind of, like, sitting in those two energies. But summer truly is my favorite season, and I just actually got back from shopping with my teenager. He is growing so fast. I feel like we cannot keep up with his growth. Like, literally some shorts that we had bought him, I don't know, a couple months ago, they're tiny, tiny. But I will tell you what, shopping with an indecisive teenager is like, poke me in my eyeballs with a fork. He's always been this way, but as he's gotten older, it's definitely a little bit more frustrating. And also, as a mom, I'm like, I have the best ideas for his wardrobe. I'm like, oh, my gosh, look at this. Look at this.

Kinsey Machos: 02:45

And he's now in the men's section, and so he has even more options. And I get even more annoyed when he won't wear what I think looks good. He has a very linear sense of taste. It's kind of like all blacks, all whites, grays. And he's so particular on how his clothes fit. And I'm just like, oMg. But it is what it is. I just laugh it off, and I'm just loving this season. We were actually walking out of the grocery store. We popped into Trader Joe's on the way home, and I naturally, after I paid for the groceries, they hand me the bags. We just had a few bags, and he was holding. I had bought this little flower pot for a friend, so I gave that for him to hold.

Kinsey Machos: 03:31

But as were walking out of, he, like, took the groceries out of my hands to carry them, and I'm like, oh, my gosh, you're just turning into such a young adult. It just goes by so fast. And I think that's why it's so important to just really embrace the season you're in. Even if there's a lot of hard. I'm kind of in that season as well. I think about my six year old, and he is tough. I feel like it's like a delayed toddler season. I'm like, oh, my gosh, where is this coming from? At the end of the day, I feel a little bit exhausted just thinking about some of the. The tepper tantrums he's had.

Kinsey Machos: 04:04

But I just then look at my, you know, 14, almost 15 year old, and I'm like, he's gonna be that old, literally in a blink of an eye. And this is just a blip. So all that being said, enjoy the season. You're in. But I want to actually talk not about motherhood today. Just giving you a little bit of glimpse into what life is like lately. What I wanna talk to you today is about selling methodologies versus selling yourself. Now, why is this important? Okay, first of all, one of the things that's really important, if you are an expert based business, right, you are a coach, a consultant, a course creator, maybe you're even an influencer. And you are selling an offer that gives a transformation to somebody. And it could be a one to one offer.

Kinsey Machos: 05:01

It could be a one to one coaching consulting offer. It could be a service based offer that is like, you know, designing your website or, you know, maybe mapping out your meal plans. It could also be selling, you know, just a self study course. But all of you are likely selling something in

some regard, that you're helping your clients experience something, some type of result. And one of the things that I see a lot in the coaching, consulting space is people overselling themselves. Now what does it mean to sell yourself versus a methodology? Well, selling yourself is going to sound something like work with me to experience this result versus selling a methodology is use this system to get the result.

Kinsey Machos: 05:51

And so what I want to do is unpack those ideas and talk about why it's very important to sell your methodologies over yourself and the danger zone when you don't. So what it might look or sound like when you are selling yourself is really overselling. I see this happen a lot. It's kind of like putting a lot of emphasis on like having access to you or people hiring you as the coach or work with me to get this result. Now, the danger in that or the challenges around that are many, but I want to highlight a few here and a couple of them 100% actually, I'll just say this. Now, the biggest thing here is it will lead to burnout.

Kinsey Machos: 06:39

The overarching idea here is that if you are overselling yourself as the key or as the thing that people need in order to get the thing that they're wanting right, you as a solution, it will lead to burnout. But here's why. Well, a couple things is that it can be really difficult to separate yourself from the business when your clients are coming into your programs or services, even if it's a one to one coaching or consulting experience. So when you tell people that you are going to help them get results, that they are going to have all this access to you, then that means that your client is reliant on you to get results. And that's just a lot of pressure. That also means that you must be available, kind of this like quote unquote available in order for them to get results.

Kinsey Machos: 07:34

And imagine having or carrying the responsibility of all your clients needing you or relying on you in order to get results. Now, if you're somebody that's like, well, I don't even have a group coaching program, I don't have a mastermind, I don't have a scalable offer. So how does this apply to me? I'm going to get to that because this isn't just about scalable offers. This really is starting to change the language around how you sell yourself and how you sell your programs, products or services. So when we're already sort of from even a psychological perspective, setting up our business so that our clients are reliant on us or dependent on us, it creates this unhealthy dependency between the client coach relationship or client consultant relationship. Or even if you're again in a group coaching program. I see people do this all the time.

Kinsey Machos: 08:26

Even with their scalable offers. They're not speaking to their methodologies and they're thinking that by selling themselves that's going to be the thing that gets people to say yes. But even when they do, and if you're not getting the results you're seeking, it's likely because there is sort of a miscommunication around how you do get people results because remember, people don't care about you. And that sounds so cold. But it's true. When it comes to them solving the problem or them finding a solution for the problems they have, it's not about whether or not they believe you, although there's some, you know, no like and trust that's developed in that. But it's your way of helping people get results, it's your unique mechanisms.

Kinsey Machos: 09:10

And so when we're not using that terminology and we're just putting all this pressure on ourselves or even, you know, again, teeing up this idea that you're going to be the person to get results, it's already sort of from even the, before they even become a client, we're setting up a very unhealthy dependency between the client and ourselves. But also from a scalability perspective, there's a lot of limitations when you don't have methodologies or you haven't really fine tuned them and people aren't able to get results without you in the picture. Now I'm not saying here that you have to completely remove yourself or remove a coaching aspect from your offers. That's not it at all.

Kinsey Machos: 09:58

What I'm saying here is that when your clients are getting results through your methodologies versus them having to get coached by you all the time, then it's really hard to bust through that cap that you put on yourself. And then within that environment what happens is we're not actually equipping our clients with the things they need because in reality what they need is the transference of knowledge and skills. It's nothing about what you can or cannot do for them. It's what you and your knowledge can be transferred into that they can then extract for themselves and also apply that. Now this can also, what I find be a very egotistical thing, if you will.

Kinsey Machos: 10:45

So I will never forget when we launched our very first scalable offer and I cut back my coaching to, I think it was like twice a month in one of our lower end programs. I will never forget what it was like when we had our first wave of people come in there. I hadn't even gotten an opportunity to coach them yet, and they were already sharing wins in the Facebook group. We had a Facebook group for the community of this program at the time. And that was when I really started to understand the power of a methodology and what it actually takes to get people results. Because it's not about you. Again, it's about the. The frameworks and the processes and the systems that they need to go install in their own lives and their own businesses in order to create results.

Kinsey Machos: 11:30

And the better you become at kind of this idea of removing yourself from that process, the more scalability you have around your business, but also the freedom within that. Now, again, I just want to reiterate, this is not about removing you completely from the business or from your coaching, but I do encourage you to think about it in that way in order to really fine tune your methodologies. Okay, I want to talk more about that here in a minute. But just to wrap up this idea of, you know, the challenges of selling yourself, it really is going to push you towards burnout. And when you think about people coming into this program and they're expecting all this attention from you and for you to solve all their problems, it's just a lot. And I have been there, sister. I know what that feels like.

Kinsey Machos: 12:23

And this is why I am so careful never to go back there again. But I. But there's just so much potential on the other side of that when you start to figure out what this means to get your methodologies dialed in and sell that versus selling yourself in your marketing. So let's talk about what selling your methodologies actually looks and sounds like so you can start to really figure out what this might look like for you. So someone that's trying to oversell themselves, right? You're going to hear things like, these are my credentials. This is what I do, this is how I help you. But for someone that's selling their methodologies, they're saying something like, the XYZ method is the thing to getting what you want. The XYZ framework is the exact approach that I've used to help thousands of people.

Kinsey Machos: 13:12

The XYZ blueprint is a customized experience that's going to help you get the thing you want. Right? So now we've shifted sort of this idea of like, it's me that's getting you results, it's access to me that's getting you results, and it's this system that actually is going to help you get results. Now, there's so many benefits in helping in really selling your system, selling your methodologies. But one of them is like a no brainer. The fact that this gives you so much more credibility when you can share that you have a proven methodology to help people get results. What it tells me is that you're legit. I would much rather work with somebody and I do the way that I choose to.

Kinsey Machos: 13:57

The people that I buy from, the mentors that I learn from, the people that I invest in is not by the credentials they have, by their name or even sometimes their testimonials. It's the system, it's the proven method. And it's never about getting more access to that type of mentor or that type of person that you know is selling the thing. It's about how do I freaking nail this system to get the result that they say that this system can get me. And so it is so powerful increasing your authority and your credibility by letting people know that you have a methodology and more so that it's proven. What does it mean that it's proven? Well, it's been tested, right? That you've even, you've gone through it, obviously, likely the reason you've created it, but also you've had clients go through it.

Kinsey Machos: 14:47

Now if you're thinking like I'm just getting started, well good place to start is how did you figure out the thing that you figured out, right. And you have to really, this is where it's important to really understand your thoughts and like take some time and space to ask yourself the question, how did I experience this result? How did I get to the other side of this thing? And it just requires a whiteboard or a notepad and starting to sketch that out. But you have to really start to think by way of frameworks, step by step processes, right. Because this is ultimately going to drive those methodologies. Now one of the other benefits of having a methodology is now people come in to your programs, products or services and there's that step by step process.

Kinsey Machos: 15:32

Again, it's not about having access to you, it's about following a proven process. Now I will always encourage you to have again, coaching curriculum, community within your scalable offers and services. But coaching shouldn't be the thing that they rely on in order to get results. And so if you want to go on vacation or you want to work 15 hours a week, but you've got hundreds of clients to serve, if you have a methodology, this means that your clients are getting results without you. Now again, I do feel like this is actually kind of a sting. I think subconsciously we like to believe that we are the reasons our clients are getting results, which in theory, yes, you are.

Kinsey Machos: 16:18

But I noticed that women have a hard time pulling back from some of this idea of like always being in the weeds with their clients, because it's this like, well, they need me kind of thing. But again, I want to remind you that the danger in that client dependency is huge. I feel like we could do a whole other episode in that, but that's what we're trying to prevent. We're really trying to give all the power to our clients to get the results that they would like to get with the skills, the tools, everything they need. Right, but that it's not about how many coaching calls they have with you. I actually looked up the definition on a few of these words and I think that it's so valuable to hear these and so I'm going to share them with you.

Kinsey Machos: 17:05

But the definition of a methodology is a systematic, repeatable approach to solving problems or achieving goals. It also states a structured framework that encapsulates your expertise and experience. A codified system that can be taught, replicated, scaled, a unique combination of processes, tools and principles that deliver consistent results. Oh my heavens, isn't that so good? I love those, I love all of those words. I love those definitions. Because again, what it does is it's like the systems, right, the repeatable approach. And this is why it is so cool to really watch your programs work their magic with less of you and really seeing this come to life. Now, I want to go a little bit further here because what's even more magical about having methodologies, and by the way, you could have one big methodology, right, and little frameworks within.

Kinsey Machos: 18:01

I feel like I just think in frameworks I always, I see frameworks and frameworks, but the more that you can get your brain thinking like that, the better teacher you become, right? Because sometimes it feels so blurry to us because it's just come so natural. The things that we're gifted at and the things that we help others with is very natural to us. So it almost, for a lot of people, feels unnatural to dissect it like this, but it's so important. But when we think about the repeatable nature of these systems or these methodologies or frameworks within frameworks, what that allows you to do is it also allows you to bring infrastructure to further support your programs, products and services.

Kinsey Machos: 18:43

So this means, you know, having other coaches supporting your program, supporting your clients, having other experts come in and support and if you, even if it means a sub expert, right, like I used to have, bring in a lot of different marketing and sales experts and it was important that they were good at that particular domain, but they also had to be very aligned with my frameworks and the way that I taught my philosophies. And so they would go through my frameworks, my philosophies, right. My methodologies to further understand them so that they can make sure that their specialty was in line with that when they working with our clients. But same goes for you. You can now extend your coaching impact because it's not just about you, it's actually the frameworks, the methodologies that is getting your clients results.

Kinsey Machos: 19:33

And so now in order to really again beef up that support, let's say you also still want to have one to one coaching in your program and you want to scale that. Well guess what? But you can add other coaches now to be one to one with your clients as long as they understand and deeply know your methodologies and of course you've vetted them out. But without these processes it's so hard to have that infrastructure of support, which means again, the business is capped at you and clients rely on you to get results and that's just no way to build a business. Another really important aspect of having methodologies is now we have a reference point for data collection and to understand the efficacy of your programs.

Kinsey Machos: 20:23

If there isn't any sort of like benchmark or baseline for this process that clients are moving through and all you have is, you know, conversations or coaching calls with them, then we don't know really, there's really nothing within that to measure against. How do we know the efficacy of your programs now? Again, yes, we have this one big result that we're driving people towards, but you should be measuring many wins throughout your program and really understanding where in that process, where in your framework your clients are either getting stuck, dropping off, having a harder time or vice versa, like getting bigger results or what's really working. When you have these certain data points flushed out throughout the entire journey of your clients going through your programs, products and services, now we can really understand what is working and what is not working.

Kinsey Machos: 21:25

Sometimes I'll hear my clients say like, well, they're not getting results. And so after we start to unpack that, what we discover is it's not the quote unquote big result that they're not getting. It's like they're actually stuck on part one. They're actually stuck on this very minimal step right which means all we got to do is like help them fix that piece, or maybe it means amplifying some training around it or having extra support around that part of the program. And now we've just really helped them jump that hurdle so they can continue on that journey to get that big result. But if all we see is sort of clients are or are not getting this end result, there's really nothing you can do.

Kinsey Machos: 22:10

Or there it's going to feel hard to know what to do to improve the efficacy and the performance of your programs. And the whole point here is that we are learning how to get our clients better, bigger, faster results. So let's talk about like key components of a really strong methodology. And I'll note here that this is ultimately your intellectual property. Feel like I should have said that at the beginning, but truly you guys, this is what ultimately sets you apart from everybody else. This is part of you becoming a category of one because it's your unique solution, it's your intellectual property. Nobody teaches this the thing right exactly how you do. There's a lot of other health coaches, but they don't solve that very specific problem that you're solving in the very specific way that you're solving it.

Kinsey Machos: 23:02

And so this is why, again, when you think about even standing out, your methodology is going to be the thing that completely skyrockets you above the noise. So let's talk about what makes these methodologies strong and how can you start to really solidify this, especially if you have never thought about this or thought about it in this way or you're starting at that point where you're transitioning from one to more of that scalable offer scenario, this is going to help you start to dial that in. The first component of a strong methodology is obviously clearly defined steps. So when you think about how you take your person from where they are now to where they ultimately want to be, you're going to really discover these micro results and these micro steps, right? So what do your clients need to know?

Kinsey Machos: 23:55

What do they need to learn? What do they need to do in order to get from a to z, but also within that, how does this relate to your specialty and your subspecialty? So when you think about really your unique process, I want you to lean in here because there's going to be parts of you that feel like it needs to be something else or it needs to be aligned with what it like this shoulding, if you will. So here's an example. One of the things that I see a lot in my industry is like these other coaches or consultants teaching the algorithm, teaching algorithms around social media. Now I show you my own frameworks for content that converts, that do not rely on any sort of algorithm.

Kinsey Machos: 24:54

But there was a part of me, especially in my beginning, where I felt like I needed to study, like going viral and algorithm hacks and all the things. But what I learned is that actually my clients and me, I do not need those things in order to get results. But there is that pressure, like, oh, I should be teaching this or I should be doing that. But this is where your unique methodology comes in. And I really want you to stay true to that, really challenge these shoulds, or even other experts in your field, if they're teaching something specific. What's really great is if there's contrast there. That's where you really, right, those are levers likely that you should really lean into. Right.

Kinsey Machos: 25:38

One of my obviously distinctions is that, oh, you actually don't need to know the algorithm, you don't need to go viral for any of those things to work. So when I started to really see that, then it became an advantage. So overall, really defining what those steps are, what your clients need to know and do throughout the journey from getting to where they are now to the results that they want to have. I have several examples of this when I teach this to my clients and how we would dissect something really small. Sometimes it's linear, like, it's literally like step one, step two, step three. Sometimes it's really fluid and dynamic. But overall, there's going to be these core topics, core sections, core steps that you will have as part of your unique framework that is going to help your client get results.

Kinsey Machos: 26:29

In addition to that, and I already alluded to this a little bit, but part of a really strong methodology is having measurable outcomes. So this is what's so great about having those step by step frameworks, is that now you can start to put these measurable outcomes not just of on the end result, but along the way. Right? So what does that look like as far as client satisfaction? What are the success indicators as someone is going through your program, product or service? So how we will get to this is, again, we're looking at, say, the end result. So let's say we are helping, if we use our experience as a result, we're helping women get to months and we have to think about, okay, that's the end result, but what are all the contributing factors that lead to that? Well, obviously increase clients.

Kinsey Machos: 27:23

Well, how do we get more clients, I will increase leads. Right. Well, also, how do we make sure that we protect the integrity of their offer? Right. So we're also looking at their client success factors that are going to drive the efficacy of our program. So there's all these little mini measurable outcomes that we're going to track along the way that are ultimately leading to that bigger outcome. Now, we can also help our clients actually spot challenges way ahead of time. Right. So if someone gets to the end of the program and they're confused as to why they didn't get a result, then it's a little bit late to really dive into, like, well, why did that actually happen, right.

Kinsey Machos: 28:03

Whereas if you're tracking it along the way, you can, we can really zone in or lean into those challenges and solve for those challenges right off the get go. So, for instance, if we're using our experiences as an example and say we're getting you to months, and by the end of working together, you know exactly why you have the results you got. Because along the way, we're looking at how many leads are you bringing in? How many new leads are you bringing in? What are your conversion rates on your evergain funnels, your live launch funnels? What does that look like as far as your clientele and your revenue and also your retention?

Kinsey Machos: 28:43

So if we're measuring those along the way, it's literally going to be no surprise at what your results will be at the end of working together or sort of at those milestone markers. Another example is if you're a health coach, right, and let's say you're helping somebody lose 20 pounds. Well, in order to do that, we have to be able to track these measurable outcomes. Are they drinking enough water each week or, you know, eating the right things each week? What is sort of those little mini milestones that you can have them even become accountable to so that by the end of that experience, again, it's no surprise the results that they're getting and why they're getting those results.

Kinsey Machos: 29:22

I think this also really allows you to have so much more accountability installed and has really, it's going to give you so much more to coach around. Instead of clients coming to you and complaining about not getting results, we can look at the numbers and we can have really hard conversations and also factual conversations about what's working, what's not working. This is why I love data so much, is because it tells the story, and it also kind of, like, eliminates the emotions around it. So think about maybe three, four ish measurable outcomes that you can have along the way that are going to lead to that one big outcome. And think about how you can install it into your overall program experience so it's being tracked consistently.

Kinsey Machos: 30:11

Again, you can use this as a tool for a one to one accountability coach or one to one check in or even just a community check in, right? Maybe you're on slack. Maybe you're using Facebook group or circle for that community aspect of your scalable offer. Well, you can also install systems and processes where people are checking in without again needing you to coach them. Another key component of a really strong methodology is the adaptability to different situations or clients. So I'm going to put a pin in this because this is really important because what you might hear here is that a scalable offer can support all the different types of people, right?

Kinsey Machos: 30:52

But what's important is that a scalable offer, if you really want to think about amplifying your impact and income in part time hours, like making multiple seven figures with really amazing, amazing client results. The key is that it has to be so defined for specific type of clients, right? If you're trying to put way too many avatars through this methodology, it just won't work. The key to the methodology is that it can be sort of the common pathway for this one type of person. So for instance, if you are relationship coach working with parents with teens and the sole focus is helping them improve their relationship with their teen, well, if you start to bring in parents that are coaching tweens or toddlers or college students, because in theory the framework can work for everybody.

Kinsey Machos: 31:57

But what happens is it loses its potency because you have to start putting all these nuances within. However, there is aspects of your scalable offer or service that you will want to have some sort of customization to and or adaptability around different situations. So you will have these layers of avatars, right? I like to think about that client continuum, right? So in my regard, let's say somebody is like ten k ish months and they want to make the leap to 50k months again, they're going to go through a pathway and it's going to be very relevant to them. They are a one to one coach or they have a scalable offer already and they're looking to really grow and scale that scalable offer. That's the typical pathway that we serve.

Kinsey Machos: 32:48

However, there's also an avatar that we serve that comes through our program and service that is brick and mortar practitioner and they're scaling online now. It is for the most part, that pathway is going to be 100% relevant to them. But I will have an extra, say, training that

speaks to some little nuances around, just some things to consider around brick and mortar versus online. Now, I would choose to do that because I do want to continue to serve that sub population of people. And again, my pathway is 100% for that person. And that's where those sort of different scenarios aligning to these different client continuum or I guess, journeys, that's going to fit that. But if you try to do this for all the nuances, like all the different situations, that's when it gets watered down a little bit.

Kinsey Machos: 33:42

But you can start to really finesse this, right? Another example of this is, let's say you're a health coach and you have a really great methodology around helping women really dial in their nutrition so they can stop dieting for good and really start to see improvements in their weight loss in their skin and how they feel. And you have a really solid process for what that looks like, right, which includes sort of just understanding basic principles around whole foods, what time of day to eat, some components of like, how to understand different ingredients and what that looks like and the impact to your body and what to cut out, et cetera. Again, I'm just kind of riffing on this, but also I have a lot of clients that are health coaches.

Kinsey Machos: 34:33

And so let's say, though, you have people that come in that are gluten free, or you have sort of this sub population of people that come in that are gluten free or have celiac disease. And so you find that this is actually not uncommon. The people that are coming to you have this need and or this type of accommodation. And so because it really aligns with your brand, you decide to put an extra training, say, in your curriculum that speaks specifically to people that cannot eat gluten or have to avoid it all completely, altogether, completely. And so you provide, you know, special tricks, tips, hacks and or ways to go through the program, product, or experience.

Kinsey Machos: 35:22

So you may not see this right away, but as you put more people through your methodology, you might find ways to be able to or might find opportunities to be able to adapt to sort of these micro situations or these different avatars. But again, just a reminder, not to go too broad here, but a really great methodology does account for some of these nuances, and we can build that in throughout because I will always advocate for that customization type of experience or just even that feeling of meeting people where they're at another element though, of this could be that they have sort of starting points, right? So maybe you accommodate a couple different sort of entry points of where they are in their continuum.

Kinsey Machos: 36:13

And so if you think about like somebody just getting started might have a getting started type of module, but somebody might, a little bit more advanced, might go through a slightly different pathway. James Wedmore does this really well with his curriculum. He has his core curriculum, his core step by step framework, but then he has a separate training that says if you're focused on lead generation, go here, right? If you're focused on live launching, go here. So you can point people in the direction that you want them to go based on where they're at and really tailor their experience without giving a, again, one to one coaching call or creating this entirely customized, different experience.

Kinsey Machos: 36:57

Again, we're just leveraging the tools and resources and step by step processes that you already have and or that you can add into that and then allowing people to consume it or experience it in the way that they need to. Okay, so let's talk about two other components of a really strong methodology. And then I want to wrap it up with this idea that ties it all together. But first, really including tools and resources as part of your methodology. So templates, workshops, maybe even software that supports the implementation checklist, guidelines, roadmaps, resources, libraries, etcetera. So when we think about that step by step process, right, and how people are learning the things they need to learn and implementing the things that they've learned, what is going to enhance that learning and implementation process?

Kinsey Machos: 37:51

And as part of that, the other element to this is learning and improvement mechanisms. So as you and your team grow and your scalable offer grows, you're going to want to make sure you have feedback loops within your program itself and also that you and your team are consistently having conversations about this. Now, if you have these measurable outcomes and these tracking mechanisms throughout your experience and that step by step process with your clients, this is going to be so much easier for you. But if you don't, this becomes obviously a lot more complex. But my team and I will huddle about our clients. Where are we seeing the challenges? What is the data telling us? Are we constantly and consistently getting feedback from our clients? And also are we really having conversations as a team to figure out or to just assess?

Kinsey Machos: 38:49

Like here's what I'm seeing, what are you seeing? And then allowing ourselves to troubleshoot or decide what needs to be enhanced, what needs to be deleted, added, etcetera. But that provides such great conversation when you have data to tell you the story versus just trying to guess, this is where I see a lot of people go wrong, is they're just making really large assumptions and making changes that may not even work and, or that actually tamper the experience altogether, or on the other side of that, changing things that actually shouldn't be changed. And so what we have is people getting a lesser experience than what they came for. So when we tie all this together, what I also really love to pair with a really great methodology is your philosophy, like the foundation of everything.

Kinsey Machos: 39:44

So what are the underlying principles or theories that actually support your methodology? Now, this requires a little bit more think time, but when people come through our program, one of the first things that they see or experience is the philosophy of that framework, of that methodology. How was this developed? How and why did we come to this methodology as the thing that works? What contributed to that? And it really helps people understand what they're walking into, what they're about to experience, and also just level setting. So let's say you're a productivity expert and you teach people how to increase their productivity and get into creative flow, et cetera.

Kinsey Machos: 40:27

But how you got to your unique methodology was a compilation of things you read research and data that really stuck out to you and your own experiences with the things that you have implemented in your life. Right? Maybe you use a flow theory or cognitive load theory, or you have done time studies of your clients and yourself, or there are certain beliefs wrapped up into that you have really developed on your own as a byproduct of really experiencing all these other things. And so you can say things like, we believe here that by structuring work to induce flow states and managing cognitive load, individuals can achieve higher levels of productivity and job satisfaction. Right. That's really sort of like, quote unquote, canned language.

Kinsey Machos: 41:15

I really just tried to think of a, an example that I could use, but again, just really thinking about how you got to where you are and how you think, the way that you think. This is a little bit more advanced, and this doesn't, isn't going to make or break your methodology, but it really helps people understand before they even experience the fullness of your program, product, or service, the reasoning behind it all. And that really helps install certainty, conviction, confidence, clarity. Right. It just helps make sense of the things that they're about to walk into. And so just kind of thinking about the beliefs and thoughts and data and research and concepts that you really want to pull out now this isn't supposed to be like a whole paper essay, if you will.

Kinsey Machos: 42:11

It can be a four to five core bullet points of like here's the core beliefs that we believe in and here's the concepts that you'll hear consistently and here's how we got to that. But really just kind of coloring outside the lines here and letting yourself play around this idea of really knowing your thoughts and like how you created the results you created, how you were really moved through this methodology and what's the foundation to it all. It is really phenomenal. Once that starts to surface for you, and I imagine just by me prompting you in this way, you're going to start thinking differently about your intellectual property, your frameworks, your processes, which is what I hope for. So, so there you have it, my friend. This idea of selling your methodologies versus selling yourself.

Kinsey Machos: 43:09

I tell you what, this is so powerful and I know that it was really meaty and you'll have to relisten to this as many times as you need to. Just so you know, when you come and work with my team and I, this is the system we help you create. This is the foundation to all of it. Once we define your category niche, then we start to really understand what is your unique methodology around that. Because this is again going to be the thing that helps you stand out and it makes everything else so much easier. It makes your scalable offer design so easy, your content strategy easy, your lead gen pathways, your funnels, all the things. And so this is what we help you do. But for now, you have a starting place to really start to unpack these things.

Kinsey Machos: 43:57

But most importantly, just paying closer attention to frameworks. Within the frameworks, what are the steps within the steps? This type of thinking will help you become a better teacher, which then means your clients are just going to get better results. So I hope you enjoyed this again. Remember, we're wanting to avoid burnout. We don't need to sell you, we're selling your methodologies, we're selling your systems. And that is going to let you scale above and beyond without the business always needing you, which is such a beautiful thing. All right, my friend, I will see you next time.

Kinsey Machos: 44:32

Hey, if you're ready to stand out online and get paying clients consistently without having to fumble your way through tech run ads or create complicated funnels, I want to invite you to join us in the category queen school where you're going to learn my simple, proven formula for getting clients online. It's risk free. You either make your money back or we'll give you a refund. Just head over to kinseymachos.com/theCQschool and join today to get instant access. We'll see you inside.