Jason Van Orden’s Post

What if marketing was just the beginning of someone’s transformational journey with you? I show you how in the latest edition of my Turning Expertise Into Income newsletter. Click the link below to read.

You probably won’t like hearing this, but… You’re letting your potential clients down if you’re not attracting and enrolling them consistently. Making an impact in people’s lives begins with a vital act of service:      🔴 Helping those you serve best to find the right solution for them. If you believe you are the best solution, let them know. Otherwise, they’ll go elsewhere. And too often, going elsewhere isn’t better for them. Don’t let your marketing shyness let them down. One of the cures for marketing shyness is crafting messaging that… 1️⃣ Cuts through the noise attract the people you serve best. 2️⃣ Clearly and confidently communicate why you are their must-have solution. 3️⃣ Invites them to take the next step (without being obnoxious or manipulative). To help you do this, I invite you to my Eclipse Effect™ Workshop, where we will craft stellar messaging to consistently and authentically attract aligned clients. ⬇️⬇️⬇️ The Eclipse Effect™ Workshop Thursday, May 2 11 AM Pacific / 2 PM Eastern via Zoom 2 hours of action-focused content and guidance. ⬆️⬆️⬆️ We’ll uncover what makes you unique, how to confidently communicate your value, and craft hopeful messaging that inspires your ideal clients to jump at the chance to work with you. Want to join me? Comment ECLIPSE below or send me a connection request and DM. I’ll send you the details. Do you believe marketing and sales can be an act of service? —- Hi, I’m Jason. I help coaches and consultants turn their unique genius into irresistible messaging and must-have offers that attract and impact those they serve best.

There’s a sneaky way our brains can lead us astray when we make important business decisions. In this video, I explain this common strategic mistake and offer a simple thought experiment to help you avoid making seemingly sound choices that actually waste time, money, and energy. How do you check your thinking when making key business decisions? Did you get to see the eclipse?

Marketing and sales are nothing more than extending consistent patient invitations to those you are uniquely positioned to serve. The biggest mistake I see coaches and consultants making in their marketing and sales is not consistently extending invitations in their content and marketing. Invitations to… ✅ Take the first or next step when they are ready… ✅ Consider a different path forward to their desired goal… ✅ Follow you for more guidance and support… ✅ Face their fears and believe in themselves… ✅ Connect with others in your community… ✅ Attend a workshop or other event to experience what it is like to work with you… ✅ Download a tool that delivers a quick win or guides them through the next step… ✅ Invest in themselves by working with you to achieve their desired outcomes. Give those who are ready an opportunity to “raise their hand” and take the next step. When you don’t extend invitations consistently… ❌ Your list and audience don’t grow. ❌ Your pipeline runs dry. ❌ You don’t enroll clients as often as you want. ❌ Your impact and income wanes. If you’re not seeing the growth you want in your income and impact, look at the frequency and quality with which you extend clear calls to action to your intended audience and ideal clients. What do you find most challenging when designing your customer journey and the calls to action that invite your ideal prospects forward toward working with you? — Hi, I’m Jason. I help coaches and consultants reach and serve 10x the clients while working less, thus delivering the same amazing results. If you could use an experienced set of eyes and a thinking partner to help you find the bottlenecks in your customer journey, comment CONSISTENT CLIENTS below or send me a connection request + DM to set up a... FREE Consistent Client Assessment Call to get my help identifying three actions you can take to attract and enroll more ideal clients in a way that feels authentic and aligned for you.

I love strategies that deliver a combination of high-value payoffs, such as boosting visibility, elevating credibility, attracting client leads, landing bigger opportunities, being asked to speak, being invited to podcasts, and more…all from one strategy. My friend and past client, Erica Holthausen, is a wizard at helping experts create thought leadership content and get published in association publications, trade journals, or business magazines like Harvard Business Review, Inc., or Entrepreneur. While the process may feel daunting, Erica has a proprietary process that breaks it down into doable steps that make sense and deliver results. (See the image below.) With her proprietary SILVA Method™, she helps clients write, edit, pitch articles, and create an editorial calendar with 12 additional high-quality thought leadership ideas that highlight their unique genius…all within 90 days. Erica has just opened enrollment for her next cohort of Pathway to Publication, where she guides established consultants and experts through this process in 90 days. One of the things I love about the program is that she hosts work parties (with timed assignments) as part of it. Her focus is on implementation—not just learning, but doing. If this interests you, she would be happy to hop on a call to discuss the possibilities. She’s super cool and takes a zero-pressure approach. Have you ever written for high-visibility publications or considered it a strategy? If you have any questions, I know Erica would happily answer them in the comments below. Do you have a signature method at the core of your body of work like Erica?

“I’m tired of being told to address pain points in my marketing. It feels manipulative. I don’t want to use someone’s pain to make money.” How can you gain attention and inspire people to buy without poking at their pain in your marketing? We’ve all experienced a slick salesman using fear and FOMO to get us to pull out our credit card. It doesn’t feel good. And yet, it unfortunately works often enough that marketers still resort to this “tried and true” tactic all too often. What’s the alternative for those of us who don’t want to manipulate someone’s emotions? It comes down to asking one question. ❓ Am I respecting the needs of the prospect from start to finish?❓ Using marketing language that instills fear and FOMO violates the fundamental need for safety and trust. On the other hand, you can address frustrations, failures, and fears in a spirit of empathy to show understanding, which is also a human need and a key element of fostering trust. If I go to a doctor for a diagnosis, I want to know that she understands my symptoms, pains, and discomforts. However, I don’t want her to use them to motivate me with shame and fear. Your potential clients want the same from you. How do you approach using “pain points” in marketing and sales (if at all)?

Cutting through the noise, reaching those we serve best, and making a lasting impact is challenging. Our unique ideas and voice are among our most powerful tools as coaches, consultants, and experts. But what does that mean to uncover and harness the power of your unique voice? Here's a simple 4-step process that will help you uncover elements of your voice that set you apart. What is a person, book, or experience that has had a lasting effect on your work and perspective? The book mentioned in this video is Louder Than Words by Todd Henry.

It's no fun (and dangerous) as a coach to be seen as a commodity—easily compared to other coaches in your industry and prone to price comparisons. It makes it far more challenging to stand out and consistently attract clients you love to work with. It’s frustrating to feel unseen by your intended market and struggle to convey the value you offer to those you serve best. Fortunately, there are many ways to create a brand that cuts through the fog like a lighthouse. In this newsletter, I share five I work on with my clients.

Navigating entrepreneurship with neurodiversity is a double-edged sword. Many qualities that make you an excellent entrepreneur come with related challenges and deficits. How can you thrive? The key is recognizing your strengths and learning to leverage them while mitigating the downsides…mixing in a healthy dose of self-compassion. One of my favorite podcast interviews (and I’ve done in the 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. 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. Several years ago, I decided I needed to share my experience despite the stigmas, potential judgments, and shame. 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, The Unburdened Leader. (Congratulations, Rebecca!) Her podcast is infused with wisdom to help leaders navigate struggle and growth to lead at their best while minimizing burnout and loneliness. You’ll find a link to the complete episode in the comments. #adhd #neurodiversity #mentalhealth

What is most challenging about crafting messaging to attract and enroll new clients who are eager to work with you and can pay your fees? One of the fastest ways to consistently improve your ability to attract and enroll ideal clients is to improve and test your messaging. But knowing what to change or how to do so can be challenging. I'm working on new content and tools to help coaches create compelling messaging. I'd love to hear below what you find most challenging and what insights would help you most. #messaging #coaching #marketing