The problem is the all-too-common “curse of expertise” that affects all coaches and consultants.

How Your Expertise is Driving Potential Clients Away

As we gain expertise, we often lose touch with our intended clients’ daily experiences, which leads to messaging that doesn’t connect.

In addition to showing how you can credibly help them reach their desired outcomes, you must also show how you will bridge “the gap” for them.

The gap is a catch-all term for the challenges and friction points keeping them from taking the next step and reaching their desired outcome, including hiring you to support them.

I created a framework to help you identify your ideal client’s “gap challenges” and craft content that attracts them like butterflies to nectar.

How to Bridge the Gap

Four types of “gaps” prevent your intended clients from taking the next step and hiring you to help them:

1. Obstacles
2. Objections
3. Overstays
4. Omissions

Your content will stand out and consistently attract new clients when you understand their challenges in these four areas and craft content showing how you remove them.

The 4 O’s Framework in Action

Let’s look at examples from the ADHD coaching market to see how the framework works.

Example Client: Adults with ADHD

Desired Outcome: Start and finish more tasks and projects.

1) Obstacles: What do they think is holding them back?

Challenges

• Getting bored before finishing new projects
• Feeling easily overwhelmed
• Frequent lack of motivation

Content Ideas

• Finish What You Start Even If You Get Bored Easily: ADHD-Friendly Techniques
• 7 ADHD Strategies to Overcome Task Overwhelm and Avoidance
• How to Stay Motivated Without Struggle When You Have ADHD

2) Objections: What fears, costs, and concerns are keeping them from choosing a solution and taking the next step?

Challenges

• “I don’t like creating and following routines.”
• “Productivity apps don’t work for me.”
• “I don’t want to take another medication.”

Content Ideas

• The Often Overlooked Benefits of Flexible Routines for ADHD
• 5 ADHD Strategies That Don’t Require Downloading Another App
• The Secret to Managing ADHD Without Medication

3) Overstays: What are they tired of hearing or trying?

Challenges

• “Just focus harder”
• “You just need more willpower”
• “Have you tried timeboxing?”

Content Ideas

• How to Improve Focus and Productivity Without ADHD Medication
• Why “Just Focus Harder” Doesn’t Work for ADHD Adults and What Does
• 3 ADHD Productivity Strategies That Work When Timeboxing Doesn’t

4) Omissions: What missing pieces, assumptions, or myths are holding them back without them realizing it?

Challenges

• ADHD is about compromised executive functions, not laziness and willpower.
• ADHD does not mean you have a broken brain. It means you have a different brain with unique strengths.
• Dopamine management plays a vital role in motivation.

Content Ideas

• How to Use Dopamine Hack to Get More Done When You Have ADHD
• 3 Ways to Leverage Your ADHD Strengths to Get More Done
• How to Boost Productivity Without Relying on Willpower

—

By understanding and addressing the 4 O’s, your content will more effectively capture the attention and trust of your ideal clients.

The post Why your expertise might be pushing ideal clients away appeared first on Jason Van Orden.

Good marketing and messaging:

• Earns trust and offers new hope.
• Illuminates the path forward.
• Removes and mitigates obstacles.
• Helps someone take the first steps.

It’s about patiently and consistently inviting the right people to step out of confusion, overwhelm, and frustration…

And into a place of increasing clarity and confidence.

Marketing with Hope Rather Than Fear and Shame

When you look at client attraction and enrollment like that, it feels more like being a herald of possibility and a catalyst for transformation than a bothersome pest.

The problem is that so much of marketing strategy focuses on seizing people’s attention and persuading them to take actions that may not serve them or that they are not ready for.

Because that is often our experience, we assume we must use fear and discomfort to motivate people to act.

Marketing for Long-Term Impact

Unfortunately, the approaches we often see in parenting, education, politics, and business rely on fear and shame because they produce immediate results…at least in the short term.

Yet, time and time again, it doesn’t produce happier children, students, constituents, and clients.

Your goal is to create lasting change and impact. That starts by laying a foundation based on hope and trust, not leveraging fear, shame, and discomfort.

The key is knowing how to craft messaging that grabs attention by empathizing with your intended client’s current circumstances, outlining a path to their desired future, and helping them believe the long-term payoffs are worth the investment.

Is ‘Marketing Shyness’ Keeping You From Greater Impact?

Unfortunately, many coaches struggle to find clients consistently because they don’t enjoy the approach to marketing they’ve been taught or feel like they have to do.

They lack clarity about what sets them apart and how to communicate their value.

They avoid marketing or use muted messaging out of fear that they might bother or offend someone.

This isn’t about being a pest. It’s about showing up at the right time for the people who are looking for you; they just don’t realize it yet.

Aligned Messaging That Feels Awesome

When you have messaging aligned with:

1. Your ideal client’s goals, values, and needs and…
2. Your goals, values, and strengths…

Marketing becomes something you enjoy because you know how to attract those ready and eager for support.

You know you offer unique value and are the must-have solution for those you serve best…

Not out of hubris or a panicked need to enroll clients but out of a sincere desire to serve and not leave anyone behind who needs your help.

Ready to transform your marketing approach and attract clients authentically? Dive into the article now and discover how to craft messaging that inspires hope and trust. Let’s create lasting impact together!

The post Transformative Marketing: How Hopeful Marketing Leads to Lasting Change appeared first on Jason Van Orden.

For some context, I found out at the age of 42 (almost six years ago) that I have ADHD. I’ve also struggled with anxiety and at times depression throughout my adult life.

Many qualities that make you an excellent entrepreneur come with related challenges and deficits.

Entrepreneurs also deal with mental health issues at a higher rate than the average population.

So how can you thrive?

One of my favorite podcast interviews (and I’ve done hundreds) was with my friend Rebecca Ching on The Unburdened Leader podcast a few years ago.

We discussed mental health and entrepreneurship; I shared things I’d never shared.

Here’s one insight that can help if you struggle with neurodiversity as an entrepreneur.

“I finally came to the realization that if I got rid of all the things that frustrate me about my ADHD, I would also lose other traits and strengths that I depend on and my clients depend on–

…strengths that help me see patterns and have intuitive hits.

The strengths and struggles are two sides of a of a coin. They come as a package.”

I can learn to recognize and leverage my strengths.

I can learn to recognize and embrace the accompanying challenges equally.

Then, I can manage them with habits, routines, systems, and…

Self-compassion

I’ve long struggled with anxiety, difficulty focusing, self-doubt, and, at times, what I can only describe as existential dread that accompanies living with ADHD combined with continuous mental health challenges.

I don’t share that for sympathy. I share my experience despite the stigmas, potential judgments, and shame because it’s vital to share our stories to normalize our experiences, increase our awareness, and improve our ability to care for ourselves and others.

I didn’t learn about my family’s history of depression and anxiety until my mid-20s. I didn’t realize I had ADHD until my 40s.

What helped me more than anything was listening to stories from people like me about how they struggled, learned, adapted, and persevered.

I hope my interview with Rebecca will offer you insights into your experience.

I’m sharing this in honor of Neurodiversity Week and the 100th episode of Rebecca’s excellent podcast, which is infused with wisdom to help leaders navigate struggle and growth to lead at their best while minimizing burnout and loneliness.

Listen to the interview here.

The post For those who struggle with mental health and neurodiversity appeared first on Jason Van Orden.

That’s the key takeaway from my research to formulate a 2024 LinkedIn marketing strategy.

It makes sense when you think about how powerful it is for your audience to see and hear you, leading to accelerated connection and trust.

I’ve committed to consistently posting videos for the next few months as an experiment to see how it goes. Want to join me?

In this edition of Curated Clicks and Curiosities, I’ll share what you need to know to test video in your marketing strategy without breaking the bank or dealing with overly complicated new tech.

1. Keep the video to 60-90 seconds (2 minutes tops) for client attraction. 30 seconds is great for visibility
2. Upload the video to LinkedIn directly. DO NOT share a link to another video platform.
3. Add captions to make it more visually compelling and easier to consume (see my tool suggestions below).
4. Use natural light by recording outside or facing a window. There is no need to buy lights at first.
5. Show the different aspects of your life and surroundings by recording in different settings at home, in your neighborhood, or at your office.
6. Include a text that entices them to watch the video or allows your audience to get the main point without watching if they don’t have time.
7. Use the same best practices you use for all LinkedIn content. Be consistent. Keep it concise. Include a call to action. Hook them right away. Don’t introduce yourself or waste any time. Give them a reason to listen within the first three seconds.

1. Your SmartPhone: You have everything you need to get started in your pocket. The camera and microphone are more than good enough. Once you are in a groove and ready to up your game a bit more, buy a wired or wireless lav mic, depending on your budget.
2. Descript : For $15/mo, Descript transcribes your videos, adds captions, and makes it easy to edit your video by editing the text.
3. Repurpose Long Video Into Shorts: This great video from Shanee Moret shows how to use Descript to turn a webinar or livestream into short clips using Descript.
4. BIGVU : This smartphone app turns your phone into a teleprompter while you record. It also offers captions and editing, but I prefer Descript. Here’s a video where I wrote the script first and used BigVu as a teleprompter.

The post Attract new clients with video content (a no-fuss guide) appeared first on Jason Van Orden.

I have loved playing board games since my first game of RISK as a child. And yet, my copy of 7 Wonders—my favorite game since discovering it in a gaming café in Paris—has sat on a shelf for years due to a lack of friends to play it with.

Or so that has been my excuse for not getting in the board game time I used to love.

Bringing Back the Fun

Recently, I finally asked myself: how can I get some of that board game fun back into my life again?

With a bit of research, I found some two-player games my girlfriend will also enjoy while also scratching the itch to play the strategy games I love.

We started playing a simple two-player game called Lost Cities. Later, I can see if she is up to a two-player version of 7 Wonders, but for now, I’ve reconnected with board gaming, which enriches my life and brings variety to our stay-at-home introverted evenings.

The Someday Later Trap

Sometimes, we get entrenched in the reasons why we can’t do something anymore (or yet) while overlooking other ways to get elements of what we need right now.

This all-or-nothing thinking entrenches us in a myopic rut that delays our desires indefinitely.

The Power Question

The solution is strikingly simple on the surface. When something in your business feels like a grind, ask yourself…

“How can I make this more fun?“

Sometimes, asking the right question (as obvious and simple as it may seem on the surface) is all it takes to open up new possibilities.

From Apple II+ to Artificial Intelligence

For me, making business more fun usually involves infusing more novelty or creativity. For you, it might be doing more things with others rather than alone.

Over the past few months, I have experimented with artificial intelligence to make things more fun.

My inner nine-year-old, who used to love programming on his family’s Apple II+, loves reconnecting with that sense of awe in writing a program that gets a computer to do useful things faster, better, and easier.

The Takeaway

How can you reconnect with things you loved early in your business (or life)?

Despite the myriad responsibilities to attend to in business, we can always find a way to infuse or re-introduce elements of fun and enrichment.

Don’t put it off until “someday later” because who knows when that will come.

The post From Apple II+ to artificial intelligence appeared first on Jason Van Orden.

I had been looking for fresh ideas for enrolling clients in my programs because I was tired of running launches. But I’d been disenchanted by most of what I saw other “experts” teaching. None of it felt good to me.

Something about Ross O’Lochlainn’s free book offer stood out. So, I signed up to get the book…and promptly forgot about it.

Marketing: A Series of Well-Timed Patient Invitations

That didn’t deter Ross. He didn’t come at me with relentless marketing until I said yes or no. He just kept showing up with invitations, checking in to see if the time was right for me to take the next step.

At first, I ignored the overtures, worrying about getting pulled into an obnoxious bait-and-switch sales conversation as I had been many times before.

It was months before I finally replied to one of his casual invites to attend a three-hour action-focused workshop about setting up his system for enrolling clients consistently without launches.

While attending his workshop, I realized.

• I liked Ross’ way of thinking about marketing, sales, and business—not surprising given we shared a background in engineering.
• His workshops were value-packed and gave me a clear idea of what it would be like to be his client.
• I came away with new ideas and perspectives about marketing and sales…exactly what I had been looking for.

I felt no pressure from Ross to take the next step, which opened me up to responding to more of Ross’ invitations.

He invited me to a one-on-one call. Then another. They weren’t heavy sales calls. He freely gave his time, helping me gain clarity and make an action plan.

He was happy to dedicate the time because I had shown the timing might be right for me to work with him.

The Proof

All along, Ross had been demonstrating his approach to client attraction and enrollment, and I liked it!

• His approach felt permission-based and respectful…not high-pressure.
• He didn’t rely on launches or the usual gimmicks.
• Most of all, I could see myself using a similar approach.

The time was right. I’d found my next coach.

I confidently and excitedly made a one-year commitment to work with him.

The Results

Over the past year, I’ve integrated a number of Ross’ strategies. My marketing and sales are better aligned with my strengths and values.

Best of all, when I get on a call with someone who wants to explore working with me, they say things like this.

“I booked this call because I never felt pressured by you.”

“The way you market and sell feels different. I want to learn how you do it.”

“I don’t often book these calls, but you made me feel so comfortable all resistance melted away.”

The Big Takeaway

When choosing a business coach to work with, it is vital to consider these two things:

1. How do their content, messaging, and customer journey make you feel?
2. Can you see yourself using some of their client attraction and enrollment strategies? Would it feel aligned with your strengths and values?

We’ve all been led to make buying decisions by the marketing and sales strategies that play on the particularities of our brains.

While credibility and track record are important, checking in with your mind, heart, and body to see how the person makes you feel when you interact with their brand—especially when they are marketing or selling—is essential for finding the right business coach to work with next.

The post How to be your ideal client’s obvious choice to work with appeared first on Jason Van Orden.

Today, this passion for discovery and sharing has led to discovering and testing new resources for clients and blog post readers. I used to share curated lists in my posts but fell out of the habit.

But recently, the following kind comment on one of my past lists reignited my enthusiasm.

Jason, will you please stop filling up my inbox with such useful and interesting stuff?! Every time, I find myself pulled into learning about the things you share. Thanks for your thoughtful emails. –Risa Haasbroek

So, I’ve decided to bring the lists back occasionally, starting with an AI edition in today’s post.

Curated Clicks and Curiosities (AI Edition)

AI is one of the biggest opportunities for coaches and consultants to be more effective at marketing, content creation, and serving clients in 2024.

While I have thoughts to share in the future about the responsible and ethical use and development of AI, today, I want to share a curated list of my top seven recommended tools to help with content creation.

ChatGPT Plus – Content Brainstorming, Editing, and Repurposing

At only $20 a month, the features offered by Chat GPT Plus provide immense value. While you can do a lot with the free version, the Plus version is much more sophisticated when brainstorming, editing, and repurposing content.

ChatGPT for Google – AI Search Responses

This Chrome or Firefox extension shows a ChatGPT-generated response alongside your search results, including links to the pages it references.

DALLE 3 – AI Image Creation

I get bored of using and seeing the same old stock photos from Unsplash. Instead, I use DALLE-3 to create unique, professional images for content and courses. Here’s a recent creation for a workshop. You need a ChatGPT Plus membership to use DALL-E 3.

Art and Lighting Styles to Improve AI Images

My top tip for generating more professional images with AI is to specify an art style in your prompt. This handy list of styles with examples to help you find something you like.

Perplexity – AI Research with Cited Sources

Using AI to do research is often uncertain because you don’t know where it’s pulling the information from. Perplexity gives you a list of its sources.

Runway – Generate Video from Text

How would you like to generate a video by simply describing what you want or uploading an image? Runway gives you a collection of AI Magic Tools for doing this and other audio, video, and image generation and editing.

Descript – Transcribe and Edit Audio/Video with AI

You’ll be stunned at how easy it is to edit a podcast or video by simply editing the text transcript. Descript puts this power in your hands and makes it easy to remove umms and ahhs with one click.

Any one of the tools above can save you time, expand your ideas, and elevate your content game.

What AI tools have you found useful for content creation? Hit reply and let me know.

An Easy Way to Dip Your Toe Into Using AI

If you’re still getting started with AI and the above list feels overwhelming, here is my recommendation to start small and for free.

1. Sign up for a free OpenAI (ChatGPT) account.
2. Use one of the following prompts with ChatGPT 3.5 (free)
   • Write ten subject lines for this email: [PASTE EMAIL]
   • Write ten titles for this LinkedIn article: [PASTE ARTICLE]
   • Give me ten suggestions with examples for making this content more concise without losing impact or meaning: [PASTE CONTENT]

My Human Guarantee

I will never use AI as a stand-in for my writing or voice. While I use AI to create better content with the time and resources I have to invest, the ultimate goal is to offer greater value and quality to you. My content will always reflect my perspective and expertise.

The post 7 Top AI Tools to Create Content Better and Faster in 2024 appeared first on Jason Van Orden.

How do you grow without compromising on the quality of your coaching?”

This is one of the most significant bottlenecks hindering the business growth for coaches and consultants.

You Are the Master Architect

Imagine if a master architect designed a beautiful building, but the blueprint only existed in their mind, and they were the only one pouring concrete, running electrical wire, and putting up the walls.

Construction progress would be severely limited. Years would be wasted before people could enjoy the building to its fullest, if ever.

The person creating the blueprint shouldn’t be the only one building the building.

This is often how we approach working with clients. Our client’s success requires frequent one-on-one interaction with our mind because that’s where the blueprint is.

It feels good to feel necessary to your client’s success, but if you insist on your presence being vital to the process, you condemn yourself to burnout and severely limit the impact you will have in the world.

To construct a lasting legacy, you can’t be on the construction site every day.

What if you could give them a blueprint and skills to lay the bricks…with less direct guidance from you?

This is the power of having a signature method. It’s like a blueprint of how you generate results for your clients and how it can be implemented effectively, even without a lot of one-on-one time from you.

The point is not to wash your hands of any involvement. The goal is to systematize your process to make it more efficient and effective for you *and* the client.

4 Ways Your Signature Method Delivers Greater Impact with Less Work

1. Turn concepts you teach every client into concise training resources they can refer to at their convenience. That way, you don’t have to repeat the same things to every client.
2. Create frameworks, worksheets, templates, and other tools to help your client operate more independently.
3. Offer more efficient feedback after a client has first organized their thinking or created a first draft using one of your tools.
4. Improve your approach by assessing your system to see what’s missing, what is no longer needed, and what you can improve.

These are just a few ways creating a signature method puts you on the path to serving 10 times the clients while cutting your workload in half.

Your Signature Method in 30 Minutes

If you’re ready to make this shift, my Signature Method Framework is your starting point. In just 30 minutes, you can begin crafting a system that lets you step back from day-to-day operations while scaling your impact and income.

My site has been having issues the past week, so…

To create your signature method in 30 minutes, reach out by going here.

Ready to design your coaching masterpiece? Let’s create the blueprint together.

The post More impact with less work for you appeared first on Jason Van Orden.

The secret lies in how they organize, communicate, and apply their expertise by turning their ideas into memorable and useful frameworks that I call “signature methods.”

Signature methods elevate the value and reach of your ideas by making them easier to talk about, understand, and use.

In my previous blog post, I shared a mini-case study about how a client transformed her business by creating a signature method.

In this post, I share seven examples from industry leaders to inspire and guide you in creating your own.

7 Signature Method Examples from Top Influencers

Look at the following seven examples of signature methods from top industry experts in various fields.

1. The BRAVING Inventory by Brené Brown: Seven elements of trust for facilitating trust-building conversations.
2. StoryBrand by Don Miller: A process for creating messaging that engages customers using a seven-part storytelling formula.
3. 4 Laws of Atomic Habits by James Clear: Science-based approach to habit formation and change.
4. The Four Tendencies by Gretchen Rubin: A personality framework for understanding your reactions to expectations to reach goals easier.
5. 7 Habits of Highly Effective People by Stephen Covey: Principles for personal and professional effectiveness.
6. DiSSS Learning by Tim Ferriss: Four-part process for acquiring skills quickly.
7. The Gottman Method by Drs. John and Julie Gottman: Practical tools for improving relationships.

Download visual examples of these popular methods here (PDF).

Each example demonstrates how creating a signature method gives your ideas more power to stand out, spread, and make an impact.

Boost Your Brand, Marketing, and Client Enrollment with Your Secret Sauce

Attracting the right clients, getting them excited to work with you, and having them happily pay what you are worth becomes immensely easier when you have a signature method.

Your signature method is the secret sauce that sets your expertise apart. It’s not just about having great ideas; it’s about presenting them in a way that captivates and resonates. That’s what I’m passionate about helping you achieve with my new downloadable tool.

Transform your expertise into an impactful Signature Method in just 30 minutes with my Signature Method Framework

Get started here

Plus, you’ll get a free 20-minute Signature Method Design call with me to find ways to use your signature method to enroll and serve more clients in the next 30 days.

The post Create industry-leading ideas like Brené Brown and James Clear appeared first on Jason Van Orden.

Struggling to explain your expertise is a common struggle that leads to lost clients and opportunities.

That’s why I’ve created a worksheet that organizes your approach into a clear and memorable method in just 30 minutes. Enter…

The Signature Method Framework

Grab a free copy here (or at the link at the end).

A Signature Method distills your expertise into a distinctive, easy-to-understand framework that…

1. Clearly communicates the value you deliver
2. Shows you have a clear path to success
3. Serves as a memorable branding tool
4. Sets you apart from other experts

It also puts you in the same company as top influencers who are known for their signature methods, such as Brené Brown, James Clear, Tim Ferriss, Gretchen Rubin, and more.

A signature method can take different formats, such as a visual framework or a one-page summary, like the one below created by my past client and good friend, Erica Holthausen, from our work together.

In an interview, Erica shared how her signature method transformed her business.

You can watch the 90-second interview clip here on LinkedIn.

Short on time? Here’s the quote that sums up what Erica shares:

[My signature method] is the framework for my entire business. It gives me more confidence when I’m talking about what I do. It has been so much more valuable than I ever imagined.

I’ll help you create a signature method in 30 minutes with my Signature Method Framework. As a bonus, the guide includes links to suggested Canva templates for creating a one-pager in minutes.

Grab your copy of the Signature Method Framework here.

Then you can use your one-pager to close more clients with a clearer, more compelling visual that speaks for itself and takes the pressure off of you trying to sell.

The post Confidently convey your unique expertise with this free tool appeared first on Jason Van Orden.