welcome to the 6 figure Business Mastery podcast

where every week Kirsten and Genie

dive into the essential topics to fuel your business

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get ready to unlock your business potential

and take it to the next level

from single mom struggling to make ends meet

to marketing powerhouse

behind multimillion dollar funnels

Julie Chanel's

knows exactly how to craft a value proposition

so compelling it makes saying yes the only option

so we're excited that she's here today

to show you how to do the same

so Julie I'm so grateful to have you here

thank you for joining us

thank you so much for having me

I love I love this conversation

and we all have to know that Jeannie is fangirling here

cause she's followed Julie for a long time

and loves her work

so we're so grateful to have you here

I think it's we saw you in 2,018 on stage

oh wow

okay so like six

six years ago or however many years that is now seven

yeah time flies

well Julie

you said we were talking about how

it's important to have your value proposition

and you said it is the most important thing

so do you want to talk a little bit more about that

yeah so

I think it would be helpful to define

what a value proposition is

and you might hear it uh said USP

which is unique selling point

or you might hear it as UVP

which is your unique value proposition

and it's basically what makes you different

and this is a little nerve wracking for people who say

well I'm really not that different

you know it's like

there's only so many ways to lose weight

or there's only so many ways to train a dog

or there's only so many ways to like fix a marriage

right whatever your topic is

and so it can feel

tricky to have something that's unique and different

and I totally understand that

but really in this day and age

with the amount of people that are online

and the acceleration of tech and AI

if you do not have something unique

you are really in danger of just

you know disappearing and being drowned out

so this is the critical piece

and that's why I always say

it's the most important conversation you can have

even though it's a tricky one yeah

it's funny because um

being a marketer

and paying so much attention to people's like

landing pages and websites and stuff

you're so right because all of a sudden I see oh

I've seen that copy before

oh I've seen that copy before

they're saying exactly the same

vague thing that everybody else says

so exactly where would you recommend someone

start with creating their unique selling proposition

okay so really important

and I always ask people

when they're working with me on their offer

and I say what is the problem that you're solving right

so we always start with the problem

and you'd be amazed

how many people can't answer that question

they'll be like well

I help you know

parents get their Newborn to sleep

I'm like you didn't tell me what the problem was

so we start with the problem

and then we dial in who has that problem

and the more specific you are

the better

and the easier it will be to come up with a value

proposition so once you've got those two things

then you go to the you VP USP

I like to use a little analogy

we all like chicken I mean

if you're a vegetarian you don't like chicken

but most of us like chicken right

and I want you to think about how many ways chicken

gets packaged up in the stores

in the restaurants right

it could be you know

served on a plate already prepared

it could be raw in a plastic package

in the refrigerator section

it could be Kentucky Fried Chicken

which is like you know

fried up and in a bucket it could be chicken like

you know chickens in your backyard right

there's a million ways to sell chicken

and sometimes

the only differentiator is who you're targeting right

Kentucky Fried

Chicken is targeting people who want late night

munchy fried chicken in a bucket

versus the rotisserie chicken in the grocery store

which is targeting the busy mom who can't make dinner

and needs to run and grab that rotisserie chicken

it's chicken

so if you feel like you don't have anything that unique

don't despair because what you have to do is

you have to think of a rapper

or a unique person

or a unique way that you sell what you sell

and then

your unique selling proposition starts to take shape

I love that analogy especially

when you went from chickens in your backyard

to KFC right

it is true you could yeah

buy chickens so

do you ever feel like people have a unique offer

that makes it harder to figure out

the problem that they solve

or do you feel like most offers are similar

and they're trying to find the uniqueness of it

I think I run into both problems

so I

I run into the problem a lot where people are selling

you know whether it's wealth or health or relationships

and they're too broad

they don't really dial in the problem all that well

and just like Genie said

like it sounds like everybody else

and I'm thinking to myself

you're never gonna beat your competition

cause if you're a business coach

you're competing with Amy Porterfield

and Marie Forleo and me and like

how are you gonna stand out unless you

narrow down what you do

and then make it different and unique

so I see that a lot other times

people think they have something

that's never been done before

so they don't think they have an issue with the U V

P and in some cases that's true

but in other cases if nobody's doing what you're doing

that's not a good sign that's a sign

that you might be trying to solve a problem

that people don't really wanna pay for

because at this point you should have competition

otherwise you might be in a market that's

that's not very profitable yeah

that's so important I think you know

people don't always realize that they think oh

I came up with something totally unique well

it needs to be somewhat familiar

people need to know it exists unless you've got

you know

millions of dollars to spend to build the brand itself

so yeah that makes total sense yeah

you wanna go after people that are actively

looking for a solution to a painful problem

and if you are trying to sell something

that they don't think is a problem

you are gonna have a hard time yeah

I feel like we we actually struggle with that because

you know we really help

we work a lot with real estate agents

who obviously want to generate more leads

and video marketing is such a great way to do that

and but then we have to overcome the

the fear of being on camera

you know

the other teaching and helping them understand SEO

local SEO I think

it is sometimes hard to have that value proposition

when you feel like again

you're competing with every person out there

that teaches people how to use YouTube um

and then what we do is a little bit different

because we train virtual assistants

for the real estate agent

to take care of all the video editing

social media marketing and all of that

but I do feel like we stumble a lot over that

it's really common when you're really like a

a genius or an expert at your niche because

because you have the curse of genius

you know you see this a lot

where in marketing coaching and business coaching

you know someone will come to me and they'll be like

well actually

the reason they're not growing their business

is because they're not dialed into their mindset

and I'm like that is not the problem

they're walking around thinking they have

you have to go to the problem that they

I think they have and you have to meet them there

and your offer has to have a unique value prop

that says hey

oh I haven't tried this before

let me try that and then once they're in your world

you can attempt to educate them

but I see that so often right

so your real estate agents

they may not even think that they need video

they may be thinking well

the reason why I don't have enough

you know buyers or sellers is because of the market

or because my website isn't good enough

or whatever they're going to think

and you're over here going no

no no

you need to be on YouTube or you need to be doing video

and they're not it's not even registering

because that's not the problem

they're actually looking to solve

so there's like an education gap

and you can bridge that gap with certain funnels

you can meet them where they are and like

educate them to the real problem

other times

you have to actually just meet them where they are

and just Trojan horse your way in

yeah and I feel like we was laughing

we were talking about the problems

oh it's my broker

I'll change brokers you see that a lot

you know I'm not getting the support

I'm not getting the help that I need

and it's really hard to explain that

you know sales is a contact sport

and you're simply not coming in contact with

enough people and you know

what can help you actually do that

and then I feel like we fumble too

because I always joke that

we're not a marketing agency

and we're not an outsourcing agency

you know we coach the client on the marketing strategy

and we train the virtual assistant to do everything

on the back end

but I feel like that's still something that like

nobody's doing it quite this way

they're either a marketing agency

or they're an outsourcing agency

so sometimes

I do feel like we're fighting an uphill battle

in that conversation for sure

for sure and there's

you know there's information there

because when something is hard to sell

it usually means that you're not exactly

hitting the problem right between the eyes

and because in your case right

in your particular business model

you have to educate

them on why they need that type of marketing

and then you also have to educate them on why

they have to spend money

on an assistant to help them do it right

and so you know

you've got like battles on both sides

basically

objection battles on both sides that you have to crush

that can be really tricky

but like you said

if you start with a very strong value proposition

you understand the problem that they have

I think for most people

if a real estate agent is going to blame the market

they're not looking for solutions right

if they're going to blame their broker

they're not looking for solutions

but I think the people that are out there

that are realizing that marketing is changing

changing

and they are listening to what's being said about video

conversions

and the things that actually happen for real estate

those are our people we just talked

you said

we have to find a better way to get in front of those

right people

yeah

those are the people that are actively looking for a

solution right

they they've taken the personal responsibility to say

OK I got a dial in my marketing and video is hot right

and so they're actively looking for a solution

they might be looking for YouTube

they might be looking for training on reels

they might be looking at how to use TikTok locally

you know like

these are the things they might be looking for

because they're already kind of spinning

and now you come in with a U V P that is like hey

the U V P isn't YouTube because YouTube isn't unique

right but the UVP is maybe the way that you're doing

or the type of strategy you're using for real estate

agents and then now all of a sudden

you're sort of like this beacon

lighthouse

in the solution market that they're looking at

and they're like well

I want to go try that one because that one is different

and that one is cool now you've got that hook

looking back over people that you've helped with

their value props what have been some of the most

interesting that you've done

you know I'm gonna use this example

cause I think this is an interesting

it's about unique value prop

but it's also about making an offer really tangible

so I had these women and they were makeup artists

and they wanted to dial in their makeup business right

their digital version of their business

but they were really like many experts they were like

but we're about women's empowerment I'm like okay

but no woman who like

doesn't know how to put eyeshadow on

is walking around going

I want to empower myself you know

they're like I don't understand why

I look like a hooker when I put this color on

that's what they're thinking right

they wanted to kind of move into that brand

and so I said okay

I said fair enough

what is a tangible representation of an empowered woman

and so we were talking it over

and then

what we stumbled upon was this idea of red lipstick

because a lot of us women don't wear red lipstick

because it's bright it's bold

it has a connotation

and so we feel like I can't wear red lipstick

like I'm not bold enough to do that and I said well

is it true that women who wear red lipstick

would feel more confident

more empowered

and so we came up with the Red Lip Challenge and it

it crushed right

thousands of women so uh

signed up because the whole point was

it was gonna be five days

it was a free challenge

and it was gonna help them find their perfect

shade of red and also

it was gonna get them in front of the camera

to put on red lipstick and then tag and

you know hashtag and all that

it was several years ago and hashtags

you know still matter and put their picture up and say

I'm participating in the red lip challenge

I'm owning my red lip you know

and so that's a really

kinda cool example of how to take something

a little intangible and like

pulling it into something unique

that just like hits like that

I love that

and also it also has that empowerment element

doesn't it it does you know

I'm owning you know my color yeah

so that was me saying okay

if this if you really want to do this

let's see how we can craft something

and it did it worked very very well well

and it's interesting

because I think they have such good hearts right

they they it wasn't just about putting makeup on

it wasn't just like let me make you look pretty

they really wanted to empower women to feel confident

which is a beautiful thing right

I think that's

that's so true with a lot of business owners

is they have the goal to really make an impact

to change people's lives to truly help people

so I think I like where their heart was coming from

it was ultimately a part of their U V P right

because there are gonna be certain makeup artists

you follow and you follow them because they

they are unique in some certain style

and they didn't really wanna attract heavy

overstyled makeup they wanna

attract moms who needed a 15 minute makeup

routine in the morning that they could do

and so this did adequately like target that population

cause there were a lot of moms who were like

I gave up red lipstick a long time ago

you know and it

it kind of had this sort of like empowerment

girl boss vibe to it oh

I love that that's a great example

thank you you're welcome

what would you say to someone who has like a business

coaching business you know

and like you said has just got so many competitors

in so many different ways

have you had any of those examples

anybody you work with in that way

oh yeah

lots and lots and lots of business coaches hire me

and it's a little bit

I feel a little hypocrite critical

because I am not a hyper specific business coach

and I always tell people

maybe don't follow exactly what I did

because I was up and coming

in a time when there was less competition

so now I have this big huge audience

I can kind of get away with it

but if you're just coming on the market

you need to be very very specific

very specific

are you teaching a particular type of funnel

are you teaching you know

like I had one um

woman she was just gonna focus on women with babies

like CEO moms right

just focusing on that group

I have business coaches that target

just online health coaches with a specific strategy

it's like super niche

down into usually a strategy and a population

and now a unique mechanism

so like if you're a business coach specific population

specific strategy specific mechanism is really needed

in order to get traction

would you define a specific mechanism

yeah so the example that's coming to mind is Mariah

Cause did this several years ago

so

she's not a great example of a specific business coach

but she specifically launched with this

idea of high ticket coaching

without sales calls and so this was new at the time

it's not new anymore

but at the time it was you thought oh

if I'm gonna sell 10,000 dollar coaching package

I gotta get on the phone and she was like no

you don't right

and so she taught this mechanism of high ticket

hybrid kind of coaching and she

had a strategy with a particular type of funnel

and then she targeted a particular type of business

owner and she sold a lot of it

that's impressive yeah

so if you think about it

you have to be good at something that you can teach

or help people with

and you also have to have the great value proposition

you have to have the right funnel

and then if you can get lucky

you can find a mechanism that could work

so that's pretty that's pretty magical

have you helped anyone recently with those three things

so I have one client who's doing really well

and I guess you'd call her a business coach

it's interesting cause

that wouldn't be the first thing that I would call her

which I guess

is a sign that she is actually dialed in pretty well

so she teaches wedding professionals

the wedding business owners

how to book out wedding shows right

because that's a big marketing strategy

so she's very specific right

she's going after wedding professional businesses

so caterers cake bakers

photographers that kind of thing stationary

she had her own stationery business that she was very

successful at and she also booked out shows

and she did a really good job at her booth

and her show so she had that expertise right

and so then she came online

and she built a course called The Wedding Show

Blueprint fantastic course

and teaching people exactly

what she did at wedding shows right

she had that authority there

she has a very specific strategy

that is

very tactical to help you get those full appointments

and so when she hired me

we worked on building that evergreen funnel

that she could do every week

she's been blowing it up

and getting sales every single week

on her webinar 20% conversion rate selling her program

and she's an example of someone who's very dialed in

with a a really strong U

V P

I love that yeah

I love that so if somebody feels good about their U V

P and they you know it's dialed in

how would you work with them to start that

lead generation yeah

so whenever someone is doing an offer with me

I have them fill out an offer brief first

an offer brief has eight questions

the hardest question questions

on that offer brief are questions 3 and questions 4

and question 3 is what is the big idea

and question 4 is what is the solution

and that's basically the marketing side

and the product side of the U

V P on one coin once they have that

there are a couple ways that you can generate leads

now a webinar is a fantastic way

and so I do often recommend webinars

and that allows you to actually discuss just your UVP

in an educational way on the web

and arm sometimes you don't need to do it

the education isn't needed

in which case a lead magnet

that kind of opens their eyes to the UVP

which then leads them to a sales call

or an automated launch or what have you

so those would be the two primary methods

that I would recommend

you have been a wealth of information

and I'm so glad I ran into you at podcast

and got to invite you onto our podcast

and I'm so grateful that you're here

you have totally made Jeannie's week thank you so much

and so you have your own podcast

tell us what the name of that one is yeah

so I have several podcasts actually

so the one that I um am most like

frequently updating is called million Dollar Grit

you can go to million dollar grit.com

or just search for it on your favorite podcast player

I do have to tell you though

I think I'm only on apple for that one

and then

I also do a podcast with my business partner at Funnel

Gorgeous called The Gorgeous Effect

that one is on apple and Spotify

that's more a little bit more design focused

and so you can find me at either of those podcasts

if someone wants to work with you

how would they reach out to you

sorry

that's all yeah

easiest way is to go to my website Julie Chanel dot com

C H E N E L

l.com and you can fill out the contact form there

awesome we'll put this in the show notes

yeah awesome

thank you so much Julie

like Kirsten said you

it's been such a pleasure for me

having seen you over these

grow quite a lot over these last 7 years

um to what you do now

which I think is

is fantastic and you are helping so many

thank you for sharing all your tips today

appreciate it thank you for having me

thanks for listening to the 6 figure

Business Mastery podcast

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