How to Explain What You Do So People Actually Buy

 If you're doing the work and still not getting sales, your problem as a business owner isn’t content. It’s messaging. In this episode, Tracey breaks down the root cause behind why brilliant business owners stay underpaid: they don’t know how to explain what they do in a way that leads to sales. You’ll learn why “pretty branding” doesn’t fix unclear offers, what “decorating confusion” really looks like, and a simple one-sentence structure that helps buyers see how you can help them quickly and make a buying decision.

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Transcript

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Tracey Watts Cirino: How to explain what you do so that people actually buy. Hello.


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Tracey Watts Cirino: Welcome to Beyond Common Business Secrets. I'm your host, Tracey Watts Cirino, and today, we're talking about the root cause. We're talking about that root cause of why so many brilliant business owners


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Tracey Watts Cirino: Stay underpaid, undervalued, And that is…


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Tracey Watts Cirino: When they don't know how to explain what they do in a way that actually leads to sales.


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Tracey Watts Cirino: And…


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Tracey Watts Cirino: I'm going to be really blunt with you, because I totally respect you. I respect you being here, I respect your time, and I don't take that lightly. So, if you do not have sales.


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Tracey Watts Cirino: You do not have a business. You actually have a hobby with a logo.


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Tracey Watts Cirino: And I know sometimes, like, that's a lot to take in, but the thing is, is that


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Tracey Watts Cirino: for you to actually have a profitable business, you need to have sales. So…


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Tracey Watts Cirino: The real problem… the real problem is that most people think their problem is content, or discipline, or consistency, because that is what all of the gurus tell us, right?


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Tracey Watts Cirino: Oh, you need to create content, like, we're… social media, and yes, social media is free, but


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Tracey Watts Cirino: But, how are you using your time to create the content?


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Tracey Watts Cirino: So, that is going to be so, so important. And the thing is, is that if you spend hours thinking about what to post, what your website should look like, what your brand colors are, and what your bio should say.


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Tracey Watts Cirino: But… If your message is unclear, you are…


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Tracey Watts Cirino: just doing yourself such a big disservice, because it's literally like you're just decorating confusion.


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Tracey Watts Cirino: And this is a huge problem that I see so many business owners making. It… nobody… nobody would do it if we put it this plainly, this clearly, like, why would you decorate confusion? It's an utter and total waste of time.


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Tracey Watts Cirino: So, if you look at it through the lens of… I've…


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Tracey Watts Cirino: Yeah, you might have the prettiest brand in the world, and still not get paid if people don't understand what you actually do.


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Tracey Watts Cirino: They need to know what you do, they need to know who it's for, they need to know why it matters to them, right? They kind of care why it matters to you, but


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Tracey Watts Cirino: fast, you need to deliver on why it matters to them. So, this is why… this is why people will get the, oh, cool.


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Tracey Watts Cirino: Oh, that's cool, or… Oh, nice, nice!


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Tracey Watts Cirino: When you get that, it's not because you're not good, you actually are brilliant. It's not because your offer isn't valuable, it's because your words aren't doing their job. And when…


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Tracey Watts Cirino: the words you use aren't doing your job, which your job is to sell what you have to offer. That's the point of business, right? So, when words aren't doing their job.


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Tracey Watts Cirino: it is just falling flat. Because your job is not to explain… is not to explain your whole world. Like, in seconds, you are not going to be able to explain everything you do. Your job is only to help


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Tracey Watts Cirino: the buyer in front of you locate themselves quickly. So, can I see myself in what you have to offer? That is what the buyer that sits before you is


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Tracey Watts Cirino: asking. Like, that's all they want you to answer. So, they should be able to hear your sentence of what you have to offer, and think, that's me!


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Tracey Watts Cirino: That's literally what I've been searching for on Google. That's what I want. What's next? How do I work with you?


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Tracey Watts Cirino: That's the feeling that we're looking for when it comes to us just sharing one sentence, like our buyer sentence, with a potential client, a potential buyer. So.


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Tracey Watts Cirino: If they have to work too hard to understand you, then they can't buy. So, I always think about… think of all the things in your life where you're like.


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Tracey Watts Cirino: oh, I need that, here's my credit card, how do I work with you? That's, like, what we're going for. So, think of when it was so simple for you to buy, because sometimes when you put it in that context, it makes it so much easier for you to create these


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Tracey Watts Cirino: You know, buying decisions, because


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Tracey Watts Cirino: Buying is a decision, and decisions require clarity. So when you are clear, it makes it so much easier for all the potential buyers that sort of are orbiting around you as you go throughout your daily life to say, oh, I


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Tracey Watts Cirino: I want to buy from you, you know, here's my credit card, how do I work with you? So, you want to think about it in that sense. Like, the clearer you are, you make it so simplistic for people to make a buying decision. And that is literally all that business is. It's like that buying decision.


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Tracey Watts Cirino: I want to talk to you about


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Tracey Watts Cirino: something I see all the time. This is like the sea of sameness. So, in different industries, and let's just, for the sake of… because it's so simple, and there's a hair salon in every single community, in every shopping plaza that's within, you know, a 20-mile radius from where everybody lives, there is a hair salon, right? So.


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Tracey Watts Cirino: Everyone in that industry does hair.


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Tracey Watts Cirino: But that's not a message! It's not a message at all. That's a category. So, standing out is not about being louder, right? You're not trying to be louder in this sea of sameness. It's about…


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Tracey Watts Cirino: being specific in a way that matters to your potential buyers. So, It's…


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Tracey Watts Cirino: like, important to ask yourself a series of questions. So, are you the salon for low-maintenance luxury? Corrective color?


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Tracey Watts Cirino: Curly hair.


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Tracey Watts Cirino: Maybe you work with postpartum hair loss.


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Tracey Watts Cirino: Maybe you are exclusive to executive women who need it done fast and done right.


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Tracey Watts Cirino: Maybe express men's cuts are your thing. You see? I want you to see that this is the same category, right? This is the same category. We're talking about the same thing, right?


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Tracey Watts Cirino: But all of these things that I've questioned have a different buyer decision. So, you have to walk through what you do in that same lens, with that same frame. So, do you see that? You feel that?


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Tracey Watts Cirino: And when you're, like, nodding your head, yes, like, I get that. Like, that makes it so clear, Tracy, thank you. So, when that happens, then you're like, okay, I understand. So, let's take, I have a lot of clients that are coaches and experts in their field, so let's do the same thing with coaching. So, coaching. I'm a life coach.


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Tracey Watts Cirino: I'm a spiritual coach. I'm a business coach.


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Tracey Watts Cirino: These are all a label, right? They're a label. It's not a sales message. It doesn't tell me what changes when I work with you.


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Tracey Watts Cirino: It doesn't tell me why you.


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Tracey Watts Cirino: why… why now? And what I should do next to… to get that. So… People may not…


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Tracey Watts Cirino: they may like your post, but they keep scrolling, right? So, the simple framework that changes everything is what I call my… it's like a one-sentence sales translation.


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Tracey Watts Cirino: So, here's what you need to be able to say In one clear sentence.


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Tracey Watts Cirino: Alright, so, for those of you that are not driving, you can take


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Tracey Watts Cirino: a pen and pencil and write this down. For those of you that are driving, save this, because you'll want to come back to it later. So, here's how you…


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Tracey Watts Cirino: create this one-sentence sales translation. You clearly define who you help. So, who do you help? What you help them do.


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Tracey Watts Cirino: And what that changes for them.


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Tracey Watts Cirino: And then, to put the cherry on top of the sundae, you add how they can take the next step. So, most people speak from inside their expertise. It's like, you're… if you're a coach.


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Tracey Watts Cirino: author or speaker, you're inside of your expertise, and you're, like, in a jar, and you're inside… and this is why it comes out like marbles in your mouth. Like, you have so much to say that you cannot form a clear sentence that makes any sense, right? So, you…


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Tracey Watts Cirino: tell them everything, which then can feel like a fire hose. And that doesn't work either. So you're… what you want to do is try to compress,


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Tracey Watts Cirino: Or, I should say this differently. What you're trying to do is trying to compress years of knowledge and brilliance and all the things you've achieved, all these accolades, and all the things that make you so amazing, because trust me, friend, I know you're amazing. And you're trying to condense all this knowledge into one paragraph.


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Tracey Watts Cirino: And it's hard, and I get it, because I chased that same tale for years myself. And your buyer does not have the patience for that, and there are not enough words to explain your true brilliance like that. So…


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Tracey Watts Cirino: The clean way, the clean sentence structure that you can use today is, I help, right? So you clearly say, I help. And then you have a specific person. So, I help, specific person.


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Tracey Watts Cirino: Then, who is?


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Tracey Watts Cirino: You state the specific situation, problem, what they might be going through.


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Tracey Watts Cirino: And then you say words like, get, and you give the specific results, so they can.


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Tracey Watts Cirino: And then you share a real life business outcome.


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Tracey Watts Cirino: And the way I do this is…


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Tracey Watts Cirino: you state your offer, the container, how you work with people. Now, you might be scratching your head going, Tracy, wait, slow down. And if, again, if you need to, I suggest you save this and go back.


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Tracey Watts Cirino: But now I'm going to show you mine, because I would never ask you to do something that I am not willing to do myself. So here's my example, right? I could say, when it comes to, okay, what do you do?


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Tracey Watts Cirino: I could say things like, I help with messaging.


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Tracey Watts Cirino: I'm a marketing and business coach, like, but these are so vague! They're true, right? They are true, but they're vague! And we need something way better than vagueness, right? We need something more juicy, tangible, that people would actually care about.


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Tracey Watts Cirino: So, here's the real sentence. If you and I were to casually meet through friends, or even chatting it up in line, you know, when I'm getting tea, and you might be getting coffee, and, you know, smiling at each other, we might get into conversation, and


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Tracey Watts Cirino: However that works, I would say something like, I help


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Tracey Watts Cirino: experts, authors, coaches, and service-based business owners. Explain what they do so people actually buy.


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Tracey Watts Cirino: I translate your brilliance into money messaging that leads to sales without you posting more.


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Tracey Watts Cirino: So that's what I do, and that's the difference. It's clear, it's specific, it creates a decision.


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Tracey Watts Cirino: Where people are like, oh my god, that's exactly what I need. I have been chasing my tail, and I don't even know how to articulate what I do, like, how do… how can I work with you?


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Tracey Watts Cirino: That is what you're looking for.


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Tracey Watts Cirino: Right? And why this matters so much is because


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Tracey Watts Cirino: This is the root cause of the bigger problem. This is the root cause of the problem.


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Tracey Watts Cirino: Because once your message is crystal clear, everything else gets easier. Your website… like, your website becomes easier to write, it flows out of you then. Your content becomes easier to create.


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Tracey Watts Cirino: Your… your sales calls…


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Tracey Watts Cirino: or your consultations, they become so much easier to close once you've clarified this. So, overall, this overarching everything in your business changes, your offers become easier to sell.


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Tracey Watts Cirino: And you stop performing for attention, and just start communicating


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Tracey Watts Cirino: for the results. You're just communicating the results of what you actually do.


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Tracey Watts Cirino: And then this is how, you know, the buyer language and everything you hear in marketing media, it's like, this is, like, what then becomes the call to action, the sort of do it now. Because when you are so crystal clear on what you do, who you do it for.


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Tracey Watts Cirino: how you solve your problem. You're essentially telling them, like, hey, this is… this is what I've seen, and this is how I help people, and then this is, like, my unique point of difference. You're sort of hitting all those check marks in such a clean, clear way.


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Tracey Watts Cirino: That people are like, oh, yes, this is exactly what I need.


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Tracey Watts Cirino: So, this is… that… that's the thing. Now…


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Tracey Watts Cirino: here's what I want you to do after this episode. So, I want you to truly take a minute to write your one sentence using this structure that I've shared. Then I want you to ask yourself one question.


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Tracey Watts Cirino: If a stranger read this, would they know exactly what you do, and what to do next? Like, do they really know what to do next? Like, how they can buy from you? Because


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Tracey Watts Cirino: The problem that I see on a daily basis when clients reach out and want me to work with them, the number one thing is that they're like, I feel like I'm doing all this work, but I am not getting the sales


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Tracey Watts Cirino: that justify the amount I'm working. So… when that


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Tracey Watts Cirino: is a problem, that tells me right away that something is off in your messaging. It's not, oh, we have to hustle harder, oh, we have to post more, oh, we need to do more work. It's always like, how do we simplify? You need to refine and simplify your system.


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Tracey Watts Cirino: You don't need to add more, because if you go and create a high-level, step-by-step process, system, method, framework before you've even


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Tracey Watts Cirino: Clarified the path For people to give you money for you to make clean sales.


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Tracey Watts Cirino: you're, again, just creating more confusion. So, this one simple thing, I invite you to not be passive, not… don't be just a passive listener. Take what we went through today and put it into action. Write your one-sentence offer utilizing this structure.


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Tracey Watts Cirino: Because this is where everything changes for you. You know, your offers will become easier to sell, and you'll start communicating the results that you already provide.


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Tracey Watts Cirino: you have just been struggling to articulate it in a way that buyers are like, that's me! Oh, I'd love to work with you! Right? You'll move away from, oh, that's cool, or that's nice, to, here's my credit card, how do I work with you?


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Tracey Watts Cirino: So… That's… That's what…


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Tracey Watts Cirino: I want you to do next. And then, let us know. Inform me how it's going. Reach out to me on social media. I am everywhere at TracyWatsarino.com. And then, if you want to do this yourself, you start here. You start here, and you start with this one part.


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Tracey Watts Cirino: And if you want me to do this for you, if you're like, I am not good in this area.


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Tracey Watts Cirino: I want somebody that has that real expertise to know what to say that really translates to buyer language.


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Tracey Watts Cirino: then…


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Tracey Watts Cirino: like, you might want that because you're tired, because you're busy, or because you just don't want another project. You've already been chasing your tail on this for too long. This is exactly what my voice-to-cash intensive messaging service is.


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Tracey Watts Cirino: So, Voice to Cash is an intensive that is completely done for you. I completely do your money messaging translation for you. It's not a long program, it's nothing you have to do or figure out.


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Tracey Watts Cirino: I take what you do and translate it into clear, simple language that leads to sales, and this is completely done for you in 7 days.


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Tracey Watts Cirino: You will just have to turn in your stuff, so your bits and pieces of what you have to offer, and…


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Tracey Watts Cirino: Once you turn everything in, this is done for you in 7 days. So, you can enroll simply at, beyondcommoncoaching.com forward slash V, the number 2C. I will include the link in the show notes.


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Tracey Watts Cirino: But if you already know, like, this is exactly what I have been searching for, I am sick to death with trying to figure this out, then I encourage you to enroll in The Voice to Cash today. I only take


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Tracey Watts Cirino: two of these at a time. So, we, you know, will often… you might see, like, waiting lists on the page. When you see that, just put it in, and we will get back to you.


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Tracey Watts Cirino: But know that if it's open and you can enroll, go ahead and enroll, and then we will reach out to you and handle all the rest.


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Tracey Watts Cirino: So, If this episode hit you in a way that you're like, oh, I…


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Tracey Watts Cirino: I have a friend that needs this so bad. Share this with your business owner friend who's brilliant, but is still not getting paid the way they should. Please share this on social media. The more people you share it with, the more people we get to help.


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Tracey Watts Cirino: And if you want me to translate your expertise into money messaging, you know where to find me.


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Tracey Watts Cirino: I strongly encourage you to enroll in Voice to Cash today, and as always, congratulations for being here, and I will see you on the next one. Take care.