Revenue Plateauing? Don’t Let Outdated Brand Messaging Hold You Back

Don't let your success plateau because your messaging hasn't kept up. If you’re building toward your next big revenue goal, I know that one of the biggest fears is like taking your foot off of what is working to take the leap to the next thing.?

You know how to sell this offer, attract your ideal client, and how to speak to them where they think “oh, that’s me!” And this creates some predictability and safety and security. But deep down, you know that you’ve evolved, grown, changed. You’re being called higher. You’re meant for more…And yet, you've spent so much time and energy building a brand and credibility talking about this one thing, that it is now terrifying to shift. So how do you take the leap and get comfortable in the discomfort??

A lot of it is identifying why you don't feel comfortable anymore. You're sensing this shift, even though you may or may not necessarily be able to put your finger on what it is.?

You're seeing this revenue plateau or even a dip because you have evolved. Maybe your offer has evolved, your pricing has evolved, but you have not evolved your messaging or your ideal client to go with it.?

We're going to talk all about how to do that in five very simple and smart steps. And when I say “brand” I know it’s easy to want the beautiful design that attracts the eye. And it's so fun to get the brand colors and the fonts and all the things that look super credible and authoritative and awesome. But we also want to keep in mind that it is the message that is what gets a potential client to move forward. So before spending big on custom visual branding (and Entrepreneur.com agrees) you need to elevate your brand with the messaging that resonates first.

Why Your Brand Messaging Is Important

Your authentic brand voice is the unique personality and emotion infused into your company's communications. It’s what makes your brand relatable, trustworthy, and distinct. And, according to Forbes , your brand shapes how your company is remembered. This is important to more than just your bottom line. This is a piece of your legacy, too. And it is expressed through your copywriting.

As you grow, ensuring your brand voice remains consistent yet adaptable is essential for maintaining the trust and connection you’ve built with your audience.

When Is It Time To Elevate Your Brand Messaging?

As you evolve personally and professionally, so too should your brand messaging. Here are three signs that it’s time to elevate your brand messaging:

• Revenue Plateau or Decline: If your growth has stalled, your messaging might not be resonating as strongly as it once did.
• Personal and Professional Growth: Your experiences and insights have deepened, and your brand messaging should reflect this evolution.
• Increasing Prices or Changes in Offerings: New products or services may require a shift in how you communicate their value.

If you are experiencing any or all of these things right now, listen closely to these 5 tips to elevate your brand messaging so that you can raise your prices confidently, attract higher-value clients, and build stronger brand authority.?

How To Elevate Your Brand Messaging

As your business grows and evolves, so too should your brand messaging. Ensuring that your messaging aligns with your current vision and resonates with your audience is crucial for continued success. Let’s explore five key steps to elevate your brand messaging while staying true to your authentic voice, helping you attract higher-value clients and build stronger brand authority.

1. Self-Reflection and Clarity

We can never escape the inner work and personal development needed to grow a business.?

Before you can elevate your messaging, you need a clear understanding of your current brand voice and how it aligns with your evolved vision.

• Conduct a Messaging Audit. Review your current messaging across all platforms. Identify what resonates and what feels outdated or misaligned. Look at the hard data and also look at the soft data as well. What is performing well? What are you excited to keep talking about?

If those two things are not aligned, ask yourself why. What happened that how you once saw things is no longer how you see them now? Take your audience on that journey with you.?

• Define Your Evolved Vision. Clarify your new goals, values, and the impact you want your brand to have. Ensure these are reflected in your brand voice.

2. Revamp Your Ideal Client Profile

As your business grows, your ideal client may evolve. Your messaging should attract and resonate with this new or expanded audience.

• Profile Your Ideal Client: Who were they before? Who are they now? Who do they desire to be in the future? How are you going to meet them empathetically in their pain points, encourage their desires and put them within reach?
• Align Messaging with New Client Needs: How does your sales copy uniquely speak directly to the needs and aspirations of your evolved ideal client? (Remember, when YOU advance, develop, and grow…your ideal client often does too!)

3. Craft Elevated Messaging

Developing new key messages that reflect your evolution while staying true to your authentic voice involves:

• Stay Consistent with Core Values: Your core values are the foundation of your authentic voice. Make sure they are evident in your new messaging. Don’t just tell us about them; show us how they play out in your offer. What do they look like in real life?
• Highlight Your Evolution: Transparently share your growth journey with your audience. This builds trust and shows that your evolution is intentional and aligned with your values. You have to take your audience on your journey with you otherwise they’ll be left behind. Not everyone is going to meet you at this next level. And that’s fine. But the ones who are? Oh, it’s gonna be so good. So powerful. So meant to be, for both you and them.
• Use Storytelling: Stories are a powerful way to communicate change while maintaining authenticity. Share anecdotes that illustrate your journey and the reasons behind your evolution.

4. Implementing and Testing New Messaging

Rolling out new messaging is an iterative process. It requires testing, feedback, and refinement. You don’t necessarily get it right on the first try. That is normal. Alex Hormozi said “Success and failure are the same road. Failure is just an earlier exit.” So you have to stick with it. Here’s what that looks like:

• Gradual Implementation: Introduce your new messaging gradually to gauge audience reactions.
• Gather Feedback: Encourage your audience to share their thoughts. Use surveys, social media interactions, and direct feedback to understand their perceptions.
• Refine and Adjust: Based on feedback, make necessary adjustments to ensure your messaging is resonating as intended.

Remember that you as the CEO are not necessarily gathering this data. You are making decisions based on it. Who on your team is going to gather this feedback for you?

All of this needs to be done, but not all of it needs to be done by you. Protect the space you need to be the visionary by delegating this task to the appropriate team member.

5. Embrace An Embodied Decision

Let’s acknowledge that it can feel so scary to change what has been working so well for you. So let’s take a deep breath, get centered, and tune inwards.?

What is pulling you in this direction? Is it a fear? Is it a “should”? Something you think you are “supposed to” be doing? Something that someone else has done with success? Or have you changed and grown as a business owner and a person—which is leading you in this new direction?

Are you okay playing the long game? You’ve been in business long enough to know that quick wins aren’t always sustainable (though they can be great to get some momentum going!). Understand that results may not be immediate. They rarely are. Do you have the capacity to be both consistent and persistent to successfully elevate your messaging?

How will you stay in your CEO energy? Acknowledge your achievements. Reflect on your journey and accomplishments. You have come this far. What is stopping you now? Stay focused on the high-level strategy and decision-making by delegating and empowering your team. You are not the only one who can carry out this mission. And you are not meant to do it alone.

Identify your support system. Is this something you need to tackle head on or sit with? Who on your team can be a sounding board for you? What support system are you already surrounded by? Do you need to hire an experienced copywriter to help you carry this out? What will it take to trust your team?

Clearly communicate your vision and your goals so that your team is aligned with your new mission and you feel confident that they’ve got your back.?

If your reflection on these questions is making you curious about what support could look like in this area, download my Services Guide by clicking here.

Real-World Examples of Brand Messaging and Client Case Study From A Launch of a New Coaching Program

One example of this is a client who is a speaking and storytelling coach. She was launching a new program at a price point she had never sold at before. When I came in for this launch, one of the biggest issues was that the unique positioning was not immediately apparent.

I had to dig to the middle of the sales page to understand how she is different and better than her competitors, and exactly what her program is all about.?

Most readers won’t do that work to figure out if this is for them and how it can help them. They’ll just click away and find something else.

This happens often when business owners write their own sales page. It’s like the jar analogy: You can’t read the label when you’re inside the jar. The business owner can’t see it when they’re inside their own business. You need someone on the outside to be able to see these things. It’s not that there’s anything wrong with you or your expertise. You can be the best reader in the world, but you still won’t be able to read the label from the inside.?

It’s a matter of perspective.?

This is where a copywriter’s eyes can help you see your blind spots, and use the copywriter’s expertise to make simple and powerful shifts so that your reader can quickly and easily tell if your program is the right fit for them. Crafting your distinct brand positioning establishes a strong brand presence and creates meaningful connections with your audience.

The Solution: Realizing Her USP Re-Energized Her Marketing?

To clear any confusion and help the reader feel at home right away, we put the USP in the hero section. To determine the USP, we looked at ads of competitors and the comments to determine the specific benefits and features that make April’s speaking program truly one-of-a-kind.?

This conversation generated IDEAS that sometimes only come when you hear yourself say it out loud. And even better than that…

This conversation also got her fired up to talk about her program and market it with the energy that this is truly going to help good people achieve their goals and make a positive impact – because it already has through the beta program!?

I witnessed a renewed confidence (that shuts out the imposter syndrome that affects ALL of us) as she saw with new eyes the GAPS that her program fills in her specific niche within the coaching industry. She lit up about the VALUE that her program offers, and how one piece of it is really worth the whole program.?

Here’s how she described the experience:

"I had always done my own copywriting before, but there was so much going on during my launch. I wanted someone I could trust that also had a direct response background. Megan understood the pressure and took the weight off my shoulders. She wrote 18 strategic emails for me, and opened my eyes to the gaps I needed to fill. The open rates stayed consistently around 39% throughout the launch without tapering off! It created so much more space for me to be present in my own launch and be able to have a lot of conversations with people which is what needed to happen.”

Learning from others who have successfully navigated this transition can provide valuable insights and inspiration. Read the full Case Study here to see how she elevated her brand messaging while maintaining an authentic brand voice by working with copywriter—even though she had been burned by another copywriter before!

Brand Messaging Services To Attract Higher-Value Clients

Elevating your brand messaging while staying true to your authentic voice is a balancing act that requires clarity, consistency, and courage. By recognizing the need for change, revisiting your ideal client profile, and crafting new, aligned messages, you can ensure that your brand grows in a way that remains authentic and resonant. Embrace the discomfort of change, and trust that your evolved vision will lead to greater connection and success.

By following these steps, you can confidently elevate your brand without losing your authentic voice and the essence of what makes it uniquely you.

And always, if you’d like support in your brand messaging and copywriting, download the Services Guide to see how we can support you.?

Episode Description / Show Notes Template

Don't let your success plateau because your messaging hasn't kept up. If you’re building toward your next big revenue goal, I know that one of the biggest fears is like taking your foot off of what is working to take the leap to the next thing.?

You know how to sell this offer, attract your ideal client, and how to speak to them where they think “oh, that’s me!” And this creates some predictability and safety and security. But deep down, you know that you’ve evolved, grown, changed. You’re being called higher. You’re meant for more…And yet, you've spent so much time and energy building a brand and credibility talking about this one thing, that it is now terrifying to shift. So how do you take the leap and get comfortable in the discomfort??

You're seeing this revenue plateau or even a dip because you have evolved. Maybe your offer has evolved, your pricing has evolved, but you have not evolved your messaging or your ideal client to go with it.?

We're going to talk all about how to elevate your brand messaging in five simple and smart steps.?

[00:00:26] Challenges in Brand Messaging

[00:03:09] Authentic brand voice and its impact on business?

[00:04:06] Signs that it’s time to elevate brand messaging

[00:06:04] 5 Step Guide to Elevating Brand Messaging

[00:12:04] Embrace an Embodied Decision (deep reflection Qs here!)

[00:18:48] Case Study Client Example of Speaking Coaching Elevating Brand Messaging

EPISODES AND LINKS MENTIONED:

• A beautiful design will attract the eye, but the message is what gets a potential client to move forward. Before spending big on custom visual branding, elevate your brand with messaging that resonates. (Entrepreneur.com )

CONNECT WITH MEGAN: Join My Inbox Community → www.megankachigan.com/email

Website → www.megankachigan.com

Facebook → https://www.facebook.com/megan.kachigan

LinkedIn → https://www.dhirubhai.net/in/megan-kachigan-loehr-9957684b/ Threads → https://www.threads.net/@megankachigan

Ask a question for the podcast → https://forms.gle/9rPT7dtAKQCErzUg6

WORK WITH ME:?

• Download the Services Guide
• Get my Starter Doc for your copy project when you book a Power Hour

Prefer to read this episode as a blog? It is published here https://www.megankachigan.com/dont-let-outdated-brand-messaging-hold-you-back

If you are enjoying these episodes, please rate and review so that I can continue to provide you top-quality free content. Simply scroll to “Copywriting For Coaches” on Apple Podcasts, select a 5-star rating, and tap “write a review.” Thank you!