Defining Your Marketing Message

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Today, we’re going to talk about transfiguration. Yes, transfiguration…the class that Minerva McGonagall teaches at Hogwarts.

Yes, you read right. We are talking about transfiguration today, but really we're answering the question of "WHAT".

Time Stamped Show Notes

  • 00:45 – Jen introduces "What" from The 5 Questions of Clarity
  • 01:00 – What = Your A to Z transformation
  • 02:00 – The Train Metaphor
  • 03:00 – Measuring Progress
  • 04:30 – ACTION TASK: Document Your Process
  • 05:30 – ACTION TASK: Organize Your Braindump
  • 06:40 – ACTION TASK: Test against your Ideal Client
  • 07:00 – Start seeing it all flow

Key Points

  • Your "What" is the second question and is a foundational piece for your marketing message.
  • Your "What" is the A to Z transformation.
  • You 'get to" design the path your clients take through the transformation.
  • Choose what information they need to know.
  • Decide where it makes sense for people to start working with you.
  • Just like school, you can have goals for your clients to reach so that everyone knows that they are ready to move on.
  • Document your current transformation.
  • Organize based on how you have worked with people before.
  • Test it against previous clients, then shift to current ones.
  • Realistically, you already have a process you've been using.


Your Signature System is your transformation from A to Z... Your Signature Program is usually just part of it.