Your brand messaging has the power to connect with and attract your ideal client… or not. In the competitive world of online coaching, the right brand message can be the difference between a thriving business and a stagnant one. 

A simple way to nail your brand messaging is by using a type of voice of customer (VoC) research called message mining. Message mining allows you to gain deep insights into your ideal client’s pain points, motivations, and desires. Then you can start to write copy that speaks directly to the right people, using the exact words they resonate with.

The #1 Rule of Brand Messaging: It’s Not About You

Before we dive into the art of message mining, let’s discuss one key concept regarding brand messaging.

Many coaches are hyper-focused on “finding their own voice” and communicating authentically. And there is absolutely nothing wrong with that! It’s necessary for heart-centered business owners, in fact. The challenge comes when you don’t pay enough attention to the person on the receiving end of your messaging: your ideal client (check this out if you need help defining who that is). 

We all consume content through our own personal filters. As we scroll through our feeds, visit websites, and scan our inboxes, our subconscious is constantly asking: What’s in it for me? If there isn’t an instant connection, we move right along to the next thing.

As you write content for your business, you should always have your ideal client in mind. How will they respond to this? Will they see themselves in these words? Am I speaking in a way that resonates with them? 

It might sound impossible to get inside your ideal client’s head, but it can be quite simple when you understand and apply the art of message mining.

What is Message Mining? 

In a nutshell, message mining is the process of finding the exact words and phrases your dream clients use, and then using them in your copy. 

By intentionally researching and listening to the types of people you want to serve, you can collect valuable insights to help you refine your brand messaging. 

Message mining requires you to put on your detective hat, so to speak, as you research, observe, and discover how your ideal clients talk about the problems they need solved and the outcomes they want.

How and Where to Mine for Messages

First, decide how you will record your findings. You can use a spreadsheet, Google Doc, or another program of your choosing to collect all the words and phrases you discover. Whatever you choose, just be sure it is searchable and editable.

Next, go to where your people are talking, giving feedback, or communicating about the issue you help them with. 

Some potential sources to visit include: 

• Current or past client surveys or testimonials
• DM conversations or emails you’ve exchanged with potential clients
• Facebook groups where you can search keywords and review conversations
• The comments section of blogs or news articles related to your area
• Open-ended questions you ask on your website, blog, social profiles, or email

If you have any recorded discovery calls, give them another listen. You could also invite people who fit your ideal client persona to join you for a short focus group or market research call, or send out a survey to your email subscribers. Here are a few more ideas for ways to get to know your ideal client better. 

Your goal is to pay attention to any recurring themes, emotional triggers, and language patterns that get used over and over again. Make note of anything that paints a unique picture of the problem and outcome. 

An example of this might be a sleep coach who sees several parents describe how tired they are as “totally exhausted” and “can hardly keep my eyes open.” A few people even describe feeling “so tired I almost dropped the baby.” 

Can you see how much more impactful those phrases can be, rather than simply saying “tired”? 

As you review your findings, highlight words and phrases that stand out to you, particularly if they create an emotional response. Start using them in your copy, and see how your audience reacts.

Three Key Questions Your Brand Messaging Must Answer

Your goal with message mining is to get crystal clear on the way your people see themselves, their problems, and their desired future state. When you build your brand messaging with a solid understanding of these three key questions, you’ll start connecting with potential dream clients more easily. 

Keep these in mind as you review your message mining findings:

Question #1:

What is the biggest challenge you face right now (as related to your offer, of course)? What nagging problem do you have that keeps you up at night?

Question #2:

If that problem disappeared overnight, how would you feel tomorrow? What would your day be like? What would you be able to do that you can’t right now? (think: immediate sigh of relief)

Question #3:

If that problem disappeared forever, what would life be like for you? How would you feel? What could you accomplish? (think: ideal future life)

If you can answer all of this within your messaging, you’ll be well on your way to a roster full of dream clients. 

Do you need help refining your brand messaging? Amazing OBM is a team of master marketers standing by to provide done-for-you copywriting, branding, and web-designing services. Contact us for a free consultation so we can chat about what your business needs.