Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible – Jeffrey Shaw

Jeffrey rec



“Big goals are achieved from a series of small actions"



The title "Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible" is an interesting topic from the last month in the year.

Every day with your customers you can learn new facts about them, and you should put that as your priority.

In this week's episode, you will learn many tips and tricks in relation retailer - customer.

Jeffrey square


Salena:   Hey there and welcome to this week's episode of the bringing business to retail podcast, today I have Jeffrey Shore on the video if you're watching it live or in your earbuds if you're listening on the podcast now Jeff is it Jeff or Jeffrey.

Jeffrey:   Jeffrey on the air.

Salena:  Jeffrey okay if we Ise one of the most sought-after portrait photographers in the US but here's the thing I haven't actually brought him on to talk about taking pictures because Jeffrey has honed his intuition and now, he teaches entrepreneurs how to attract their ideal customers by speaking a secret language and we all love secrets. So, before I give away too much more welcome to the show Jeffrey.

Jeffrey: Thank you, I'm glad to be here with you thank you that's a very different job jump a job leap from photographer to what do you call yourself now customer.

Jeffrey:  Brand consultant.

Salena: Brand consultant okay very different things tell us how did you make that position what made you realize that you had superpowers with this whole language understanding your customer and developing a language versus photography.

Jeffrey: Well you know I think that's too thick or for me it's not an unusual leap right because we just live our lives and transitions happen in our lives so to me it's all makes perfect sense but I get asked that question all the time. So, I get to the rest of the world it seems odd like how did you prefer to a branding consultant or an expert in this this field of branding and marketing. So, I let me give you the practical reason first which is as a portrait photographer, so I only photographed very affluent families, so as a portrait photographer I really reached an unusual level of success selling something nobody needs to the hardest market in the world to break into right, so on a practical sense I know something about marketing and branding right and what I teach my book lingo where the strategies that enabled me to form that but on the more I what I think is the more valuable side as to how photography has served me as a brand consulting it just and it honestly Salena for me it just keeps unfolding I realize you mentioned my bio like I literally feeling being a photographer for years has so many intuitions that enables me to understand brands better you know what because a portrait is a brand and a brand is a portrait right if you think about it right every portrait I've ever done is branding that family particularly for affluent families right they want to be perceived a certain way isn't that exactly what businesses want right businesses want to be perceived a certain way so I realize how similar it is it also it as a photographer it takes a tremendous amount of empathy to fully understand and capture the people you're photographing as it does to be successful in business and have a brand message and a brand image and to understand your ideal customers takes empathy, it's a willingness to really deeply understand either the people I'm photographing or the people that we are marketing to that I'm helping businesses market to. So, honestly there's so many attributes timing is an interesting one for photography as a photographer we instinctively know when to release the shutter at a fraction of a second it's faster than the brain can process, so you rely on this gut instinct like this I feel this moment and again with branding it is about feeling the current moment what is the market need right now what is your ideal how does your ideal customer need to be spoken to. So, I know it seems like a very unusual leap but there are so many ways in which being a photographer her surged me tremendously well that not only gives me an authority in the field of branding but also a really unique perspective you know I think I don't come from a clinical background of branding or a degree it's from this experience of being a photographer that I think gives me a very different approach to branding which I think is what people need now.

Salena: I never thought of it but when you say it like that it kind of makes sense because the best pictures are the ones where you can feel the emotion in the picture you are instantly transported to and I was just thinking of the photographs that you see of firefighters on the side of the road you know when they're taking their gear I don't know what made me think of that I've got goose bumps but though it just instantly puts you in that position and you have that empathy or you feel a certain way or if you, you know see a great waiting fighter that's candid you feel the joy and the happiness.

Jeffrey: They have you know it's interesting with professional talk because of course professional photographers are feeling very threatened by cellphones and technology and I was like you know what first of all if the equipment is not the differentiator right your timing your sense your eye is the differentiator not the equipment and the reason so it's not the equipment it's not the cellphone that's the threat the threat is that everybody's taking selfies and selfies have more heart right that's the threat you know and I'm trying to encourage photographers it's not the equipment that the threat is the threat is are you capturing enough heart are you capturing enough emotion because that's what selfies are doing naturally right those are candid moments. So, it's very interesting the parallels I said it which really stood out to me is how much a portrait is a brand right and how much that's exactly what I do now is help brands create the portrait that they want to be perceived by also I will add to it that you kind of you know at some point your life you look at what are your superpowers or one of the things I teach often when I'm on stage is having people consider what is the unique way that your brain is wired for what you do and the unique way that my brain is wired is I can compose chaos right being a photographers can put nothing but short of composing chaos especially for me I photograph entirely on location. So, I've got the Sun which I've yet to be able to learn to control, I've got an environment I've got people several people it's chaotic right but my brain naturally posed it composes chaos same thing with brands when companies and businesses come to me for branding support they will typically feel like they're all over the place they're not their brand is not cohesive and my brain naturally composes that into a core brand message and core image and actually enables them to create the brand portrait that helps their ideal customers really identify how they can help them.

Salena: Okay, so that's the branding side of things but let's go back to the customer side of things because one of the things we just talked about before we jumped on was so many businesses either identify who their customer is really badly or they just not prepared to do it and I always use the example of mums with kids and there are so many different mums with kids examples that we could go with, so you can't just say mums with kids why do you think that brands do it badly to begin with and then if you can do it they never quite dig right deep but so many people just go house with kids people who roam.

Jeffrey: I think it's very interesting that you yourself immediately separated branding from ideal because you said okay we talked about branding let's talk about ideal customers and to me they're the same and that's the problem the core root of your prize exactly that it's like the brand is the customers right the brand the brand is that's why my book is called lingo right the whole idea is for you to build a brand message and brand image that is speaking the lingo of your ideal customers so they go hand in hand right the brand is not separate from the customer the whole idea is to build a brand right that speaks the lingo of your ideal customers and here's why it's important and to answer your question and part of the reason anyway why people don't dig far enough is because businesses are innately built backwards the way businesses are built or they're born an idea and built on ambition right so people have an idea and then they run with it they build the business and then they spend years running around trying to fit people into the business.

Salena: Yes and that's what I meant by people build that brand and they don't actually think about what the customer needs first.

Jeffrey: Exactly.

Salena: They had come site.

Jeffrey: Right they're literally like it's the proverbial square peg in a round hole it's like they've built the square business they want and then they go around finding round people to put into it.

Salena: You won’t like my stuff.

Jeffrey: You exactly and that's why people you know that's the selling part that's the pushy part all the things that we as consumers don't like we turn into being that because we think there's no other way the proper way to build a business is to get very clear on whom you're meant to serve and build a brisk business that serves them and a brand that speaks to them right so and if your business has been in existence for decades it doesn't matter you can still back down and figure well who really is my deal customer, one of the other reasons that people are challenged to find and figure out who their ideal customer is I think most of us have been taught to do it wrong right. So, what's been the marketing buzz for years now is buyer personas and avatars buyer personas and avatars at best are a projection of who you think your ideal customer is and it's like people go through buyer personas and avatars like it's a checklist item but there's no real intuitive heart put into it, so the way I go about for my clients helping them to find their ideal customer is to actually start with a self-study like who are you meant to serve who is your business meant to serve what are how is your brain uniquely wired how can your business serve differently than everybody else in your competition was your unique perspective on why you do what are your innate characteristics that people are drawn to in you or the brand voice of your business. I mean there's so many _ it starts with a self-study so that you fully and deeply understand what you bring to the table in your best form and that's the goal here right the goal is if you and your business are at your best what are you bringing to the table, I'll give a little kind of a sidebar note on this just to kind of make it more clear one of the more interesting things is for people is particularly business owners to look at their own and Nate characteristics and what they bring to their business so and I often say it's it can often be something people have complimented you on for your whole life or made fun of you for your whole life then they kind of go hand in hand so for me I am a complete organized neat freak right, I've been made fun of as that trait for most of my life right because I am so anal retentive it's you know I could put my hands on anything in my home at any time right well you know who loves that affluent people right who live a life where every I is dotted and every T is crossed.

Salena: And they are busy so a small window to do each thing.

Jeffrey: It's right for me, I'm glad that you said that because for me the reason I'm neat is because it's efficient, I don't have no tolerance to waste time looking for something. I need to know where everything is and it's neat and organized so for me it's not as much of a compulsive nature as it is a desire to be efficient and so the people I served as a photographer that was a characteristical trait that we shared that meant the world to them right because they never had to worry about anything being imperfect especially as a photographer, they didn't have to worry about their clothes being askew or you know something tugging at a belly or a thigh that wasn't flattering of course I'm going to see that I can't not see it. I'm too particular, right so there are ways in which even our natural characteristics can become a tremendous amount of strength to our businesses and what we have to offer. So, to really define your ideal customer it’s a matter of self-study first and then what I think is the pivotal question it's actually the title of chapter number two in my book which is who will love that right, so if you know who you are who you're meant to serve what you bring to the table now you can ask and who will love that right what market segment will love that and chances are there'll be multiple market segments once you understand that you then can build a brand message an image that speaks to them and only them.

Salena: So, one of my superpowers is I'm percent one hundred percent D on the disc profile you know the very tiny portion three percent of the world that's one hundred percent D, I am very big picture, so I can look at a business and see I guess the potential like I can see how the market could use this thing and but I can also see the barriers that are in the way and then my brain just says okay, the next thing that you need to do is this because that's the next step that we need to get to and these are the things that you do I'm not a complete a finisher which is why I have very organized a team members because I can see the big picture and then there's a slightly smaller picture but when it comes to the implementation that's where I know I need a team and like you know if I capitalize on that enough that.

Jeffrey: Exactly, so you would be fantastic to lead think tanks right.

Salena: Yes.

Jeffrey: Exactly, so that's something if you first happen to what your core straight you can then ask and who will love that right and what can you do with it how could you build a business on it like you'd be fantastic to lead think tanks or idea generation says a brainstorming sessions there is a lot of ways.

Salena: All the time I never thought of that I've never and I guess what attracts my clients to me the ones that I do work with closely is that inspires them to have the confidence to do it themselves because somebody else can see the things that they haven't been able to see.

Jeffrey: Or you know the other a wonderful lesson I learned in business a long time it goes for every problem you solve you introduce a new problem right so and as a business model that event opens the door for you to determine whether you want to also create the solution to the new problem you've created right so in your case you could be perfect to lead think tanks and the next problem you solve is now they need specific action steps to take action on right you could either build the team of your own that finishes that up for you like you said earlier like you're not a finisher you're more of a starter so or you just leave them hanging or you guide them somewhere else.

Salena: No but that makes oh my god I swear I'm going to cry because about six weeks ago we just launched an academy and in it every single month we give it's a book it's about forty pages step-by-step processes to implement one specific action you just like isn't really lovely when someone validates that you're good at some thing.

Jeffrey: But they said it starts from you be having awareness of yourself right and that really is the process to determine our ideal customers because then here's the thing here's my goal and the whole premise behind working with ideal customers is here's the value of working with your ideal customers you know they're easier to work with right because you're right when you work here good customers they love you right they already you know and I when I go into corporations I tell corporations this all the time one of the biggest problems and companies is the division between the marketing and the sales team right, so what I always like imagine if your marketing team looked at this differently imagine how much easier it would be for your sales team if people were a ninety percent sold before they even got in front of them right the sales Selsun would be so they almost don't need a sales team at that point right because you're not having to push anything on anybody because the marketing team has gotten the right message out there to get the right people in front of them in the first place right, so when you work with your ideal customers they're easy to work with they're more profitable right and we know the opposite of that we all know the experience of having customers we've jumped through hoops for bent over backwards and gave more time and they're almost always the least profitable

Salena: And they have biggest vegans business.

Jeffrey: Exactly, but drive you crazy yep, so work with your ideal customers is easier or profitable and here's something of what I think is the most important part that nobody talks about is that when you work with your ideal customers you're able to do your best work when you do your best work you've impressed your customer and you've inspire them to eagerly share with their friends I mean there's no there's no magic switch to success but I'll tell you what working with your ideal customers is pretty close to the magic switch because I don't think I've ever seen anything accelerated business quicker and went until a business says I'm only going to work with my ideal customers it's hard to say no in the beginning and when you're starting a business you know some people have the philosophy there's some money is better than no money it's not in the long run.

Salena:  No, I actually have you can't see it but on my wall over there I have a poster of who I work with because I had this exact same thing and that concept that premise that the best year those ideal customers make you be your best is so true because I think about my one-on-one clients those ones who have made it through the hoops because I only take about percent of the people who actually apply to work with me but when I'm excited about getting on the phone with them I'm excited about it for I'm excited to see what's happened and their enthusiasm like my brain sparks when they have that enthusiasm whereas women have one of those difficult customers in the back of your mind you're trying to solve so many problems for them that it does feel like not only a drag but you aren't doing them a favor either.

Jeffrey: Now and it's you know it's a kind of grief goes right down the definition of mastermind right we think masterminds are always a group but the true premise of a mastermind is that when two or more people come together when something greater than the individuals gets created and that's what happens when you work with your ideal customers like something great of greater value gets created because the two you know the two parties involved are so aligned and excited something bigger that gets created right and of course that's going to accelerate the growth of a business so those are some of the benefits and the reasons why you want to work with the ideal customer and again to get right back to your original question why do people resist it one people have for the most part I've been taught how to do it incorrectly they've been taught to look at bad buyers and avatars and not at themselves they're your business or innately built backwards so there's just a lot of misinformation. I also think they're under a traditional business model we're not often told in business to be empathetic. I mean empathy is sort of this you know woo mushy word that gets tossed around other areas of life but not so much in business and yet the whole point of being in business and connected with your ideal customers is being empathetic to who they are understanding their perspective.

Salena: Because empathy is almost seen as a weakness isn't it but at the moment I feel like there's this false empathy that's happening through social media like lots of people oh I'm so grateful for this and they're just they're kind of saying it because it's the in thing rather than looking truly deep inside themselves and saying oh this is how I feel.

Jeffrey: Although, I think you know it's funny you should say that because I actually in my book lingo which is eighty percent of it is very strategic business strategies but the last hundred percent is very self-help I talked about mindsets and practices and one of the daily practices I teach is what I call what's going right journal right and in this story behind that I created up myself and the reason I came up with this is because I always struggled with gratefulness journals, it's too broad for me right I mean I get up in the morning and I'm breathing I'm pretty grateful. So, I have a really hard time having gratefulness take on any action. So, I was looking for something more and I created this what's going right journal which is a way of on a daily basis looking at what's going right in my life and believe me some days it seems like nothing's going right but you can always find something going right the power of that is that it neurologically changes the brain because we are as humans and namely wired to see what's a threat and what's wrong right you can hear nine compliments one criticism you're only going to remember the criticism right that's just the way our brains are wired. So, you can literally reprogram the brain by looking at what's going right in your life instead of all the stuff that's going wrong because of course the one wrong thing is going to stand out even if there's a gazillion right things going. So, you want to focus on what's going right and in doing that of course we also know that you get more of what you focus on, so if you focus on more of what's going right and you're they start saying hey there's a lot more going on right in my life than I thought right. So, it's a way of rethinking because to your point I think we to break down these words grateful listen empathy to me are not don't have the same meaning.

Salena: No.

Jeffrey: So, empathy its root is the ability to understand someone else's perspective doesn't mean you agree with it but it's the ability to have an understanding of it.

Salena: Yes.

Jeffrey: So to work with your idea and it's an emotional stretch that I think a lot of businesses are challenged with making partly because I said empathy hasn't talked about in business because it sounds like a personal woo woo word perhaps seen as a weakness as you had said but more than anything it, so it's not suggested and that it's work it's it takes a little bit of work when I was rebranding my photography business to accommodate and serve the affluent people I was going to serve I didn't come from money I had to understand the world, so I made it my practice over three months to step into their shoes right go to the restaurants they went to go to the high-end businesses that they frequented read the blogs and the magazines that were of interest to them so that I could begin to absorb what it feels like to be them right, it wasn't fake it to you're making because it wasn't about me being anybody other than I don't know who I am it's about empathy and this is where I think a lot of businesses get stuck thinking they just don't want to do the work.

Salena: Yep, right I agree one hundred percent I think sometimes it's just too hard.

Jeffrey: Yes, in their in their mind it's too hard right I mean but there's a great amount of joy in it I mean to me it's think about back to personal relationships, I mean have you if you've ever had that moment where someone has done an act of kindness for you or giving you a gift that makes you feel completely seen heard and understood it is one of the most I mean that is an emotion, so imagine a business making their customers feel that way and if you were the person that made somebody feel that way does that not feel incredible like so again as a business why wouldn't you want to feel that way. So, it's a total win-win so yes it's a little bit of work let me put me with a limit from an empathetic perspective let me truly understand my ideal customers but the wind for it is that satisfaction you get when people expressed you they feels completely seen heard and understood and you have the satisfaction of pleasing someone to that degree it's a complete win-win.

Salena: Do you think that fear comes into it the fear of alienating other customers at the expense in air quotes of embracing a specific the one that you really mesh with because you know the Pareto principle there's going to be twenty percent of those ideal clients, so do you think that a lot of businesses aren't okay with the concept of embracing that twenty percent at the expense of potentially eighty percent in order to make more because really if you embrace that twenty percent you're going to make more money.

Jeffrey: So, here's I talked a lot about the product principle of the book because I'm not going to argue the factual them the mathematical accuracy of it but it's a terrible business philosophy.

Salena: Okay.

Jeffrey: And I think it's gone in the wrong direction because first of all if you embrace the twenty percent if they're no longer twenty percent.

Salena: No, there are hundred percent.

Jeffrey: So, this is saying the math doesn't even work but that's the goal right so we have to give up this and here's why I think this is they evolved to being so important is it's so hard to get noticed today, it's so hard to stand out there's so much more competition the cost of customer acquisition can be high so under the principle of the Pareto principle really if eighty percent of your business comes from twenty percent of your customers what that's really saying is that into customers are a waste of time with it being so hard to get noticed we can't afford that right, so we want to get noticed only by the people that are right for us and that's the point that's the work I do that's the business I do with businesses creating that brand message and brand image so that the people that you want to work with that you're meant to serve totally get you and those that don't it just doesn't resonate and it's literally as I often say effective branding is both a magnet and a filter it should be is so compelling and attractive to your ideal customer because you've had empathy you've really stepped into their essence they feel like you totally get them and people that you're not aligned with in values and principles and traits it's not going to resonate for them. So, I think you're right I think there's a tremendous amount of fear around having a business that only serves or ideal customers because oh my gosh is there going to be enough of course there's going to be enough right unless you have a really you know small market but better to work with your most profitable customers leaving yourself time for more customers than wasting the time that you will with customers that are not ideal and it's to me it's a very short term you're saying no if you will for a short amount of time.

Salena: And let's be honest when you work with that ideal customer, they love you to bits which means you can charge more which means you.

Jeffrey: Absolutely, I mean the relationship may be just that that feeling like I often say that yeah the new you know in business for years we've been hearing how people have to know like and trust us tire or buy from us what I like to say is the new standard for now like and trust is when someone says to you wow it's like you're in my head.

Salena: Isn't that the best thing for someone to say to you when I get those emails it's just like.

Jeffrey: It's the ultimate compliment that you are marketing yourself tremendously well if someone that you've not personally interacted with yet from your marketing and your brand image says gosh it's like you're in my head, if they feel that way price no longer matters, I mean everything gets pushed aside their level of commitment is a hundred percent yeah price is far less of a concern because we just don't get that experience often enough particularly from businesses where we feel like wow it's like you're in my head we rarely get it from our significant others in life right to get that from a business is incredibly powerful but it's very possible only if you take an empathetic understanding of your customers to know them that well.

Salena: Can you think of any retail brands that do this will?

Jeffrey: Yes, I think it's several actually seventh generation is a company I really like for how they speak the lingo of their ideal customers I don't know if you're from those seventh generation but they create cleaning products dish detergent things like that so first of all if you were to go and I highly recommend. com and one of the things they say right away is our mission is in our name which is very powerful because the reason the company is called seventh generation is every decision and product the company makes takes this next seven generations into consideration right, so they're thinking about the their impact on the products they make they're thinking about their impact on the environment for the next seven generations that's why it's called seventh generation right very powerful as a company the way they panned I think they could do a little bit of a better job on the shelf but their website is really powerful and you know the way they promote themselves you feel like you're spending money on a mission not a product like I buy all their products because I feel like I'm financially contributing to our environment right that's powerful when a product can understand there are customers so well that they can you know you know like Whole Foods shoppers and seventh generations like they're two peas in a pod you know it's the same person right they know their customers so well that you feel like you're literal when you pay for their product and you're paying a little bit more than you would for competitive products but you're willing to pay more but you should feel like you're actually part of a mission. I think they do it extremely well, there's a company I talk about in my book lingo called man crates which is an online company for gifts for men, so again you know ideal customer they're only working with one gender yeah and not all guys like I'm actually not their ideal customer per se and that they're not products that I would get into but they're the ideal custom they're ideal because I buy tons from them because of all the men in my life had to buy gifts for my saw and nephews right who I don't know what to buy for because I'm not like them Leona's a guy you know I'm just not the macho guy that man creates appeals to, but they're the ideal solution for me to buy gifts right, so you could by the way it's called man crates because of they're a themed gifts that are in a wooden crate and they send you a crowbar and you need a crowbar to open up the wooden crate right, so that they are spot-on and understanding their ideal customer kind of that that you know proverbial macho man who wants a wooden crate full of beef jerky right.

Salena: The football.

Jeffrey: Exactly, he's willing to take out the crowbar open up then what I really love about this company because I buy one every year for my son for ten dollars extra you can have the wooden crate wrapped in duct tape which now makes it a forty-five-minute project to get into it like an inch thick of duct tape knife won't even get through it like it's a huge endeavor so they just really get it like they really know their ideal customer they know their ideal customer wants the challenge of getting into it they want the experience it might just be a wooden crate full of beef jerky or nuts but boy it's the journey into the crate that matters.

Salena: I'm going to have to look them up because that sounds like a great marketing example to use.

Jeffrey: Their Van Tassel yes, I talk about them a lot in my book and on my keynotes because I just I love what they do.

Salena: Okay, now speaking of your book you've mentioned it a few times love it tell us just quickly a little bit more and where people can buy it because we've talked about so much now, I feel like if I ask you one more question we're going to go a whole another hour what can you.

Jeffrey: So the is available on Amazon and you all have Amazon or Australia.

Salena: We do now.

Jeffrey:  Okay you do now excellence I know for a while you didn't which was so odd to me go because they dominate the United States so you can get lingo by Geoffrey Shaw on Amazon really any book Selleck so if you go into any bookseller and you request that they don't have it they order and it goes to the system

Salena: Iron Kindle?

Jeffrey: 32:03 It's iron Kindle I'm paperback and Kindle audio is coming soon but the paperback and the Kindle versions are out have been out since January.

Salena: 32:12 Now you had a free _ I went there and had a look at it so just quickly what Betty's and how.

Jeffrey: 32:21 Yes, so it's an opportunity for me to do a quick review of your website, so you go to lingo and it's a really fun process for me I love doing it, so I welcome everyone to sign up for it and give it a try so what I do is have you fill out a brief application which will take you all of maybe two minutes it'll ask you some interesting questions like who you think your ideal customers what do you think their values are and what you want of your business and I read that first and then I take a look at your website and I can almost like I will tell you statistically ninety-eight out of one hundred websites. I'm able to see some blatant miscommunications between what they intend on saying and who they're speaking to what's actually coming across on their website ninety-eighty out of will have it wrong right because and the reason I do it that way is because we often have this information in our head but we don't know how to communicate it well through the website and the reason this is so important and the reason why the work I do as a brand consultant has really elevated over the last couple years is it's all about front-facing branding nowadays right people_ this more than seventy percent of traffic to your website is on a mobile device and because of that people on mobile devices don't switch pages right, so they need to get all of what you have to offer they need to understand what you stand for who you stand up for what you have to offer on your homepage and yet typically businesses have their best stuff kind of on the interior pages somewhere but it doesn't it's not effective today you need to get your message across on your home page what I refer to as your front facing branding it's that thirty second impression if not ten second impression that people get when they go to your website and fully understand your brand to the point that they feel like oh wow this brand this business was built for me it's speaking my lingo and then our call to action to contact you. So, lingo happy to take.

Salena: I’m go to putting one in, I don't know now that we've had this conversation I don't think that I'm in the ninety-eighty percent I don't think I'm getting my message across as well as I probably should be.

Jeffrey: Now it's a set I mean it's iced I've done enough of them now I actually have statistics I've done I mean the last month I've done two groups of websites and in both cases there were two out of a hundred that I thought were done good ninety-eighty out of hundred huge gaps.

Salena: And useful pointers on things that they do.

Jeffrey: Yes also make some suggestions and how they can change it some quick changes but you know it's challenging right it is first of all it's very difficult for any of us to do our own branding because we're too close to it we don't see ourselves objectively. The other challenge with the websites today is that they're almost there all templates right and there's a very fine line between template and generic right so the only way that you stand out is that you take that template and you the messaging behind it is so unique and so compelling that your ideal customer feels like you're speaking their lingo that's the goal.

Salena: Okay and we can grab that lingo

Jeffrey: You got it.

Salena: Okay, well thank you so much for this it's even given me some food for thought I'm looking I'm doing some training next week on getting more customers on autopilot, so I've actually just dotted some notes down in the back of my head of sort weeks I might make to my presentation so thank you so much.

Jeffrey: My pleasure thanks you for having me.

Salena: 35:30 And we'll pop a link into the show notes to lingo and if you're listening because I know that we have some big companies that listen and have poached some of my speakers to speak at their events so if Jeffrey sounds like someone that you would like I will pop a link over to his website as well thanks so much for being on the show Jeffrey.

Jeffrey: Thank you Salena.

Salena: Trying to restock the recording now stop recording.


Having a keen eye isn’t just for what one sees, but also for what one senses. Having been one of the most sought after portrait photographers in the U.S. for more than three decades, Jeffrey Shaw, a.k.a. the Lingo Guy, uses this honed intuition to teach entrepreneurs how to attract their ideal customers by speaking their Secret Language. Jeffrey is host of the popular business podcast Creative Warriors, a nationally acclaimed keynote speaker, a TEDx speaker, a business coach for entrepreneurs, and author of the bestselling book, LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible.

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