To create a sustainable, and joyful business, you need to work on creating three core emotions in you and your clients. 

Certainty, trust and safety. 

Without them, you're going to be working against yourself all the time. It's going to feel challenging to market and sell and deliver your experience for your customers. 

Without these feelings, your clients won't be able to take action, or there'll be something stopping them from signing up to work with you (and they won't now what) 

The great news is you can help them feel those things through what you say. Understanding this will change how you show up when you're inviting people into your world. 

When  you also know there are four fundamental questions that you have to answer in order for them to buy from you, things will change dramatically. 

When your customers are considering working together, these are the things on their mind;

Question number 1 - 'Will this work?'

As humans with a problem, we only care about one thing. Can this person or product solve this problem? That's the start and end of it. You have to address this - tell them AND show them how in fact it will work, and why it works.

Question Number 2 - 'Oh, but will it work for ME' We all think we're different and special rainbows (and of course we are.. naturally!) but when it comes to problems and circumstances, chances are it's the same stuff everyone else has going on for them too. But we think we're special and different and set apart - so this won't work for us. It's your job to tell your clients how it will work for them - even with all their special situations. Give them examples. Show them how that's not going to get in the way. Think about it, and solve for it in your content.

Question number 3 - 'How does it work?' Show your clients the exact steps they'll take. It's not enough just to say 'it's going to work'. You have to be able to walk them through it. They have to imagine themselves doing it.

Question Number 4 - 'What will I have to give up?'

We fear uncertainty, change and loss. Most of our daily lives are born out of habits to protect us from these things. Reassure your clients - show them the other side. Show them all they have to gain and show them how what they think they'll have to lose isn't true.

How you know you're not addressing one of these 4 things?  You'll have similar objections popping up a lot on calls, but you don't feel you really got down to the true reason. If you don't answer one of these, you'll hear this - 'I have to consider it'

'Give me time to think it through'

'Sounds great, let me come back to you'

Or you'll have money objections.

When you answer all 4, you won't have objections. When you give these answers in your content, clients come to your sales call ready to work together.

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