Clarity and Confidence Your Next Chapter Business MODULE ...

© 2015 Angela Raspass | Aligned | All rights reserved 1

MODULE TWO WORKBOOKDefi ne the unique core of your business

Clarity and Confidence in Your Next Chapter Business


Module Two

Content

IntroductionYour storyYour stanceYour StyleBe the BridgeThe Iceberg EffectGet to know Your Most Aligned ClientsThe outcomes you deliverClient SnapshotYour Captivating StatementThe feelings list

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Module TwoIntroduction

A Next Chapter Business is often strongly connected to your own ex-periences – the lessons you have learned, sometimes at a high price, are ones you wish to pass on to others to shorten their journey, or to let them know they are not alone and there is a way through. Next Chapter businesses are often built on skinned knees but they are also launched from pure passion and delight! You may seek to inspire, to teach, to guide, to heal – it is different for every women, as our personal experi-ences are so wide and varied.

But without fail, your unique story, style and stance are what set you apart and position you in the market and in the hearts and minds of your Most Aligned Clients. You need not have a page turning or trau-matic story to share. You need only to share your truth with openness, candidly, vulnerably and with honesty for people to see themselves in you, to feel your empathy, to feel connected to our perspective and to build trust and resonance.

Quite simply, people do not buy because they understand what you have to sell, they buy because they feel understood and they feel confi-dent that you can provide the solution and outcomes they are seeking.

What we will cover in this module:

• How to develop your unique position as a Lighthouse for your most aligned clients with your story, stance and style

• How to turn your ideas into tangible, desirable outcomes that your people are seeking

• How to position yourself and your work in a captivating way that is authentic, natural and flowing

• Module 2 Bonus – “How to define and share your power stories” – this Webinar Training takes place in Week Three and has an additional workbook to accompany it.


Module TwoOnce you have your own core story outlined to form the foundation of your About Page and your positioning for differentiation, it’s time to take your insight deeper as you learn how to identify your Power Stories to share on an ongoing basis to so you consistently build and reinforce who you are, what you stand for and how you can help as well as how to weave these nuggets of gold into all of your communication – on social media, in blog posts, events and more.

The Training Webinar with Emma Grey from The Storytelling Business is a core part of this module and is delivered as a Bonus in Week Three via a we-binar and workbook.


Module TwoYour Checklist of actions to take

Watch the Module Two videoListen to the Audio TrainingCapture your storyOutline your stance Define your Style Complete Your Most Aligned Client QuestionnaireComplete the Outcomes you provide listComplete Your Most Aligned Client Snapshot Develop Your Captivating StatementCome and share in the Facebook Group!Listen to the recorded Q&A call


Module TwoYour story, style and stance

Your ideal clients need to feel you, hear you and see you to be able to connect with you. They need to resonate with you.

And that all starts with your story, your stance and your style.

Why you do what you do, what brought you to this point, ready to write your next chapter as you share your previous ones.

Because it is most likely, not absolutely defi nitely, but highly likely, that your clients are you.

You, at some point in the not so distant past.

You when you were confused.

Or burnt out.

Or hungry for change.

Or overwhelmed.

Or scared.

Or tired.

Or frustrated.

Or simply looking for the skills and answers to close a gap.


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And imagine just for a moment, how you would have felt if someone had reached out to you at that point, when you were searching for the answers and said to you “ I understand, I get it, I’ve been there too and I made it out the other side and I can show you how”.

Relieved?

Understood?

Excited?

Hopeful?

Happy as hell?!

You are the bridge between current reality and possibility for your your Most Aligned Clients. It’s time to own that fact.

It is your stories and experiences that will:

• Differentiate you from others in your industry

• Draw and connect your tribe to you as they relate to your point of view

• Provide the foundation of your About Page (the 2nd most visited page on EVERY website

• Hatch your “what do you do” reply

• Underpin each program and service you provide

• Provide you with the fuel and passion for your entrepreneurial jour-ney – it is your WHY that you reconnect too whenever you hit a wall and ask yourself “why the heck am I doing this??”

So, let’s start to build clarity around your unique story and perspective with the questions over the next pages.


Module TwoYour story

What have you struggled with in your own life?

This is where it begins – it’s what we have experiences in our own lives that influence and underpin our perspective and purpose and thus, often provide the fuel and the fodder for our own work in the world.


Module TwoYour stance

What do you stand for?

What’s most important to you? What would get you up on your soap-box? What principles are most important to you?

• I stand for parenting from your heart – forget the rule-book

• I stand for equal rights for all – no exceptions

• I stand for freeing women from body shame


Module TwoWhat do you stand against?

What outrages you? What is broken in your industry? What do you most want to change in the world?

• I stand against one size fits all cookie cutter approaches

• I stand against bigotry and selfishness

• I stand against restrictive diets and calorie counting


Module TwoWhat do you believe?

What’s possible in your world? What do you know for sure? What do you feel in your heart?

• I believe that you know your child better than anyone and therefore you know what is best for them

• I believe that we are all created equal and all have the right to ex-press ourselves

• I believe that you can be empowered to make mindful choices around food


Module TwoWhat do you want for your clients?

What outcome can you envisage for them? How do you want to set them free? What is the most positive and empowering solution you can imagine?


Module TwoYour Style

What are you amazingly good at?

A Next Chapter business leverages your skills and strengths and nat-ural talents – I want you to become very aware of your Zone of Genius because when you play to your strengths, you will spend more time ‘in flow’, and be naturally more productive and as a result, often happier. Self-awareness of your strengths allows you make choices in your busi-ness that make the most of these skills. A simple example – I love inter-viewing and am definitely in my genius zone there, which is why I have started a Podcast, it’s a natural use of my skills.

http://www.angelaraspass.com/podcast/


Module TwoHow do you want to serve?

Are you a writer, a speaker, a healer, a coach, a teacher? Do you want to work one on one with people? Or lead workshops and retreats? Can you imagine creating online programs that people work on at their own pace or do you long to connect people in a group and facilitate their transformation?

Jot down what feels good to you….


Module TwoWhat is your Style or way of being?

Do you have a specific style or approach to the way you work? Perhaps you have a particular philosophy or way of ‘being’ – this often comes out in the way people close to you or your clients describe you.

Check testimonials and feedback that you receive – are there com-monalities in the way you are described? Ask a number of friends or colleagues – what five words would they use to describe you?

How would you like to be perceived? How do you see yourself?

What you are looking for is your flavour – are you confident and flam-boyant, quiet and intuitive, nurturing and supportive, challenging and bold? There is a montage of words over the page for you to inspire yourself with!


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It is your Story, Stance and Style that differentiates you from others in your industry and that will allow your ideal clients to relate to and res-onate with you. It is this openness and honesty that draws them to you so that you attract rather than chase….

Take action!

The deep diving you have just completed can now be shared with your audience – on your Home Page and About Page, in the development of your Signature System and programs in the next module and even as the basis of your signature talk if you want to take the stage.

This deep diving work will also help you to select colours and fonts for your brand – a bold and assertive style will not be choosing pastels and handwritten fonts! If you are yet to have your brand or website devel-oped or if you are considering a rebrand, the words and insights from these exercises are golden – share them with your designer!


Module TwoBe the Bridge

You are the bridge between current reality and possibility for your most aligned clients. Own that value. Get clear on that value. Share that value.

They will connect with you, feeling your empathy and experience, they will resonate with your Point of View, and this connection can now transform into investment when you clearly communicate how you can help them.

To motivate or inspire someone to invest their time, energy and money with you, you need to:

A. Highlight the gap between where they are and where they want to be

B. Clearly demonstrate that your solution is intended for them specifi cally, that you understand who they are and what they are experiencing

C. Effectively communicate the transformation that you provide and how it will address their TOMPPA


Module TwoThe Iceberg Effect

People are most motivated by and often most aware of what’s above the surface – the things that are most obvious and pressing and painful or desirable for them. This is what they want.

This is the “TOMPPA” – the top of mind problem, pain or aspiration and without acknowledging and connecting with this, your communication efforts will be far less effective, they will be less likely to speak to your most aligned clients

What’s under the surface, often what they most need, can be largely hidden to them and will be unpacked, revealed and addressed once you have taken them into your care.

There are a series of key questions for you to ponder in the following pages, the answers to which can then be compiled into a succinct “Your Most Aligned Client Map” on page 27 for reference whenever you are crafting a piece of communication, developing an offer or writing a blog post – anything that has your client at its heart.


Module TwoGet to know Your Most Aligned Clients

Who are they?

Coaches, Mothers, Athletes, Authors, Speakers, Small Business Own-ers, Empty Nesters, Students, Single Men, Pet Owners, Smokers, Home Owners…?

Where are they now?

Externally - They are struggling with these Top of Mind problems, pain or aspirations:

A lack of clients, a baby who won’t sleep, a book that is locked inside of them, stage fright, social media, purpose, disorganisation.?


Module TwoInternally – How are they feeling and what are they saying to them-selves:

Afraid, exhausted, frustrated, embarrassed, confused, lost, overwhelmed…..?

What is the trigger that is motivating them to step up to solve their problem at this time?

Eg: Divorce, Moving house, Having a baby, Reaching midlife, Starting a business, trying on clothes and finding nothing fits, a diagnosis or a Doctors recommendation, losing a job...

(There is a list of emotions at the end of this module to prompt you)


Module TwoWhat are the reasons why you are most suited to helping her?

eg: I have been divorced and am thriving now, I have moved house 12 times, I’m the mother of 4 grown children, I’ve successfully lost weight and kept it off, I’ve grown my own small business, I’ve found my own purpose, I’ve overcome addiction…

You can often answer these questions by considering what your clients have come to you most for in the past, the frequently asked questions you hear, the main topics of conversations in your industry. If you are yet to work with clients, theorise as a starting point - tap into your own experience, as it’s highly likely that you have stood in their shoes and thus, can imagine what they are thinking and feeling.

The key is not to complicate this! This is not the time to be creative – it’s the time to practice active, openhearted listening.

If your clients, or the people you would like to have as clients, are saying “they are sick and tired of being sick and tired all the time”, use these words. Do not say on

your website “is lethargy holding you back from your full potential”!


Module TwoThe outcomes you provide

So now you know who she is, what she is stuck with, how she is feeling and why you are perfectly aligned to help… let’s turn our attention to the outcomes you will provide.

A mistake entrepreneurs often make at this stage is focusing on how you deliver not the outcome you deliver.

Eg: “We’ll work together in a coaching program where we will have a session each week and it will be recorded and I’ll provide you with work-sheets and other tools that will help you to change your life….”.

Honestly, no one wakes up thinking “ I know what I need to get me out of this slump, weekly sessions and worksheets and tools!

Or

Eg: “I will build a website for you on the wordpress platform and you will have a home page and blog and I’ll set up your email for you too. We’ll start with you completing a brief and then I will create the wireframes for your approval within 2 weeks before we begin the build….”.

Again, no one buys platforms and blogs and email and wireframes!


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NOTE: If you can connect with friends, colleagues or potential clients and chat with them to test out what they see as their TOMPPA and wants, that is invaluable - I call these “Coffee Dates”. If you have a more established business and can survey your clients, even better!


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So how can you capture and communicate what you deliver?

Think of a Most Aligned Client you have already worked with, who had great results and you loved working with… (or imagine this scenario, a delightful and delighted client of the future) and ask yourself these key questions.

What exact results did they receive from working with you?

Eg: Increased their income by x%, lost x kilos, improved their sales con-version, secured a new job, met a new partner, decluttered their kitchen and can fi nd everything they need at a moments notice!


Module TwoWhat else became possible as a result of this transformation? (ie: what could they now be, do, or have now that was not possible before?

Eg: Can afford to go on a holiday, can fit into their formal dress from last year, improved their confidence, asked for a raise, left a relation-ship, changed jobs,…

What would have been the cost to them if they had not stepped for-ward and accepted the offer of your service?

Eg: Closed their business, health problems, isolation, panic attacks, lost job, exhaustion and stress, boredom, inability to reach goals, loss of a relationship…

Now you have the big picture! Fill in the snapshot overleaf….


Module TwoMy Most Aligned Client Snapshot

My Most Aligned Client is

Her TOMPPA is

Internally she is feeling and saying

The trigger that is motivating her to take action now is

I can help her because


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The exact results I can provide are

The additional benefits she will enjoy are

The costs of not working with me are


Module TwoYour Captivating Statement

Now, how can you talk about this when someone asks “what do you do?”

The key to sharing your Captivating Statement (or “Elevator Pitch” as it is often called ) is to ensure it resonates, differentiates and validates in the hearts and minds of the people you are here to serve. It’s job is to help your most aligned clients recognise that you are their perfect match AND to help those who are not a great fi t recognise that fact too…. Because you are not trying to be all things to all people, remem-ber?

Resonates: “To evoke a feeling of shared emotion or belief, to expand, to intensity, or amplify”

Differentiates: “To become distinct or specialised”

Validates “Establish or strengthen with evidence or facts”

As tempting as it is, don’t lead with your title!


Module TwoHere are some simple frameworks to try:

You know how (most aligned client)

struggle with

(TOMPPA) ?

Well I help them to (primary result)

and they often also

enjoy (spill over benefits) as

well!

Have you ever (TOMPPA) ?

Well I (primary result)

I work with (most aligned client )

people who are sick and tired of

(TOMPPA)

and I help then too (primary result)

so that they enjoy

(primary transformation expanded)


Module TwoYears ago I (your story)

and now I help (most aligned client)

achieve (primary result)

eg:

Years ago I realised that the business I had created, a marketing agency that started at my dining room table and grew to an office and full time staff had become a straitjacket and although it was “successful” on the outside, inside I was feeling stressed out, unhappy and disconnected because it just wasn’t a great fit for me anymore – I’d changed but my business has stayed the same. It took me awhile to develop the courage to let go and create the business that was calling me.... but I’m so glad I did!

Now I work with women in their 40’s and beyond who, just like me, want to create their own Next Chapter Business.

I help them to let go of doubt, own their value, leverage their life expe-rience, share their stories and package their expertise so they attract beautifully aligned clients that they love working with in a business that is fulfilling AND abundant.


Module TwoMy Captivating Statement


Module TwoCongratulations

You now have the heart of your business defined – the stories and per-spective’s that will allow you to connect with your Most Aligned Clients and a deep understanding of who they are, what they want, how they are feeling and specifically, how you are able to help and the outcomes you can provide.

The Module Two Bonus “Business Storytelling” is your next step – un-derstanding how to identify, craft and share your own Power Stories for connection. The workbook and Webinar with Emma Grey is in “Bonus One” of the Aligned Program Menu.

In Module Three you will be creating your core solutions – you will:

• Develop your unique, repeatable Signature System that further dif-ferentiates you in the market, reinforcing your value

• Create tantalising offers and programs that you are excited to deliv-er – enthusiasm is currency!

• Price your programs and services with confidence, owning your worth


Module TwoHow are they feeling?

JoyfulTendernessHelplessDefeatedAngryCheerfulSympathyPowerlessBoredOutragedContentAdorationDreadingRejectedHostileProudFondnessDistrustingDisillusionedBitterSatisfiedReceptiveSuspiciousInferiorHatefulExcitedInterestedCautiousConfusedScornfulAmusedDelightedDisturbedGrief-strickenSpitefulElatedShocked

UncomfortableIsolatedDislikedOptimisticDismayedGuiltyNumbResentfulElatedAmazedHurtRegretfulTrustingDelightedConfusedLonelyAmbivalentAlienatedCalmStunnedMelancholyExhaustedBitterRelaxedInterestedDepressedInsecureInsultedRelievedIntriguedHopelessDisgustedIndifferentHopefulAbsorbedSadPity

AnticipatingHurtContemptBraveEagerLonelyWearyComfortableHesitantRegretfulBoredSafeFearfulDepressedPreoccupied HappyAnxiousHopelessAngry LoveWorriedSorrowJealousLustScaredUncertainEnviousArousedInsecureAnguishedAnnoyedTenderRejectedDisappointedHumiliatedCompassionateHorrified

AggravatedInfatuatedShockedEmbarrassedRestlessConcernPanickedHumiliatedGrumpyTrustAfraidDisgracedAwkwardLikingNervousUncomfortableExasperatedAttractionDisorientedNeglectedFrustratedIrritatedCaringAlarmedShamedCuriousGuiltyRevulsionConfidentHelplessVengefulEnthusiasticExhilaratedOverwhelmedPleasedSelf consciousCurious


Module TwoMy Inspired Action Plan

To clearly define my business core the key actions I will take are:

Clarity and Confidence Your Next Chapter Business MODULE ...

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