The Hidden Reason Your Content Isn’t Creating Clients (Your Message Is Missing This One Thing)

You’re showing up.

You’re creating content.

You’re sharing your expertise.

You’re doing all the things the experts tell you to do…

So why isn’t it turning into clients?

In this episode of Beyond Common Business Secrets, Tracey Watts Cirino reveals the hidden reason so many brilliant entrepreneurs, coaches, consultants, authors, and experts struggle to turn their content into sales.

The problem may not be your consistency.

It may not be your offer.

It may not even be your content.

The real issue might be that your audience doesn’t clearly understand themselves inside your message.

People don’t buy simply because they understand your expertise.

They buy when they think:

“That’s me.”

“That’s my problem.”

“That’s exactly what I need.”

In this episode, you’ll learn:

✨ Why creating more content won’t fix unclear messaging
 ✨ The “jar of expertise” trap smart entrepreneurs fall into
 ✨ Why industry language can accidentally create distance
 ✨ How to translate your brilliance into words your audience understands
 ✨ The shift that makes content, sales, referrals, and conversations easier

Your expertise is valuable.

Your message is the bridge.

🎁 Get access to the ➡️  Money Messaging Training

TraceyWattsCirino.com

Turn your Voice into Cash 💰

Turn Your Voice into Cash 💰  with TraceyWattsCirino.com

Transcript

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Tracey Watts Cirino: Hello, and welcome!


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Tracey Watts Cirino: to Beyond Common Business Secrets. I'm your host, Tracey Watts Cirino, and today we are talking about something I see happening all the time with brilliant entrepreneurs, coaches, and consultants.


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Tracey Watts Cirino: authors…


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Tracey Watts Cirino: and experts, you know, like, experts, if you have a business, and you provide a service, and you're an expert, this may be happening to you, because I see this happening all the time.


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Tracey Watts Cirino: You are showing up.


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Tracey Watts Cirino: you are constantly creating content, you're doing, like, all the things that the gurus are telling you to do, right? You're doing all the things. You are sharing your knowledge, you're putting yourself out there, and yet, you're looking at the likes and the comments


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Tracey Watts Cirino: The engagement and the views, and you're wondering, why isn't this turning into actual clients who pay me?


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Tracey Watts Cirino: I see this all the time with my clients and the women that I serve. So, why isn't this turning into clients? Like, why isn't my content that I've poured my heart and soul into, why is my content


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Tracey Watts Cirino: not creating the sales conversions the way I thought it would, you know? Like, why is this happening?


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Tracey Watts Cirino: And this is the part that might surprise you.


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Tracey Watts Cirino: the problem, it may not be your content, right? It may not be your content. The problem may be that what your content is actually communicating


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Tracey Watts Cirino: This is often an area that is fuzzy for experts to see within themselves, because your audience doesn't buy because they understand you and your expertise. They buy when they understand


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Tracey Watts Cirino: themselves inside your message. They buy when


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Tracey Watts Cirino: they see, oh, she understands me, and I think she can help me. So, today, we're going to uncover the hidden reason why your content isn't converting, and the one shift, yes, one, the one shift that changes everything for you.


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Tracey Watts Cirino: How's that sound? Yes! I know, it's exciting. I'm super excited about this topic. So…


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Tracey Watts Cirino: I call this, like, section the content trap.


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Tracey Watts Cirino: Let's talk about the advice entrepreneurs are constantly given, right? We're constantly told.


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Tracey Watts Cirino: Post more! Oh, create more reels! You need to be even more consistent. Share more value, like, show how valuable you are. And yes, I absolutely agree that visibility matters.


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Tracey Watts Cirino: Content matters, and showing up matters. Like, you have to be in the room to get the opportunity.


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Tracey Watts Cirino: But, here is where so many experts get stuck. They create more content without fixing the foundation underneath the content.


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Tracey Watts Cirino: Right? Like, just… Creating more content doesn't solve the problem, because


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Tracey Watts Cirino: You can have 100 amazing posts, and videos, and so much content.


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Tracey Watts Cirino: But if your audience isn't immediately thinking, that's me!


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Tracey Watts Cirino: That's my problem!


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Tracey Watts Cirino: That's exactly what I need!


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Tracey Watts Cirino: That's what I've been trying to solve. Oh, she gets me! Your content becomes information that


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Tracey Watts Cirino: is unmemorable. It's just, like, it's just consumed, and it's information. It's not connection. And information alone rarely creates action, right? Like.


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Tracey Watts Cirino: The connection part is what makes you memorable.


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Tracey Watts Cirino: So… one of…


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Tracey Watts Cirino: the biggest problems that I see is the biggest mistake I see that experts are communi… like, that experts are doing is that they're communicating from inside their own brilliance. You'll often hear me say, it feels like you're in the glass jar of your brilliance and your expertise.


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Tracey Watts Cirino: And you're like, oh, that, like, you're talking from inside there.


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Tracey Watts Cirino: And I understand why. I…


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Tracey Watts Cirino: Understand this so deeply and so profoundly, because you've spent years learning your craft, mastering your skills.


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Tracey Watts Cirino: Like, living, breathing, embodying the brilliance of what you do. You, you invested in certifications, you built a whole experience, you've developed your frameworks, you see the nuance, and you see all the layers.


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Tracey Watts Cirino: But your client doesn't live inside your brain. I know, newsflash, right? Your client does not live inside your brain. You do. They don't wake up thinking about your methodology, or thinking.


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Tracey Watts Cirino: from the viewpoint that you're so excited to help people through, like, they don't think about it like that. They wake up thinking.


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Tracey Watts Cirino: I'm so overwhelmed.


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Tracey Watts Cirino: I don't know why this isn't working.


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Tracey Watts Cirino: I'm tired.


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Tracey Watts Cirino: I'm so tired of… I've tried everything.


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Tracey Watts Cirino: I need help!


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Tracey Watts Cirino: But at this point, I don't even know what I would need help with!


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Tracey Watts Cirino: And your job is to connect your expertise, like, your beautiful brilliance, step out of the jar, right? And…


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Tracey Watts Cirino: connect your brilliance to the thoughts that they're already having, right? This is the difference between explaining


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Tracey Watts Cirino: and communicating. Because often explaining from inside the jar of your expertise just sounds like so much jargon. And when you're not in an industry and there's all these abbreviations and all this weird stuff.


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Tracey Watts Cirino: people outside of your industry, they don't get it. They don't get what you're saying. And inside your industry, inside the jar of your expertise, you sound brilliant, and other people that are experts in your field, they love that, but the clients that


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Tracey Watts Cirino: Are looking for you, that need what you have to offer.


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Tracey Watts Cirino: are not using that jargon. So… that becomes another area. So…


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Tracey Watts Cirino: let me give you a few examples, because this is where it becomes so obvious, it's, like, so very obvious. So, imagine you're buying a house.


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Tracey Watts Cirino: and you sit down with a mortgage professional, and they start talking about PMI, debt-to-income ratios.


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Tracey Watts Cirino: Amortization, interest points, Now… None of these things are wrong.


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Tracey Watts Cirino: None at all. They matter. They matter deeply. But if you're the buyer sitting there thinking, and especially if you're a first-time home buyer.


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Tracey Watts Cirino: you're sitting there thinking, can I afford this? What do I need to do next? Like, what exactly is my job here?


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Tracey Watts Cirino: you don't need more of this terminology that you don't understand. You need a translation, right? You need someone that speaks your language. You need it translated to what's gonna help soothe your nerves. You need someone to say.


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Tracey Watts Cirino: Here's what this means for you.


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Tracey Watts Cirino: Here's what this means.


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Tracey Watts Cirino: For your dream of owning this home.


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Tracey Watts Cirino: This is what your clients need from you.


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Tracey Watts Cirino: Right? You can feel that difference.


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Tracey Watts Cirino: Or, let's… let's…


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Tracey Watts Cirino: think about a beauty professional, like someone in the salon industry. They may say, when you go into the salon, they may say, we're going to create multi-dimensional color with face framing highlights. And you're like, yeah, cool, what's that?


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Tracey Watts Cirino: Right? And again, this is not wrong, but what does the client actually want?


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Tracey Watts Cirino: typically, clients are thinking, I want to look refreshed, I want to look more youthful. You know, I have really nice eyes, and I feel like they're hiding behind what I have now, so I want my eyes to pop. I want to feel confident walking into a room, right? I want to hold my head up high.


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Tracey Watts Cirino: with confidence to ask for that raise I've been going after. Like, I want to feel confident. That…


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Tracey Watts Cirino: is the transformation.


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Tracey Watts Cirino: That actually sells, right? That translation.


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Tracey Watts Cirino: The multidimensional blah blah blah balayage


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Tracey Watts Cirino: is great, if you are a really educated consumer and know what these words actually mean. But clients are looking for the transformation. That's what they're going to get excited about, not the technical process.


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Tracey Watts Cirino: So, that… I know, I get… I'm getting so many ahas, right? The head nods, like, oh yeah, I get it. So, it's, like, important to ask yourself, like, where might you be doing this?


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Tracey Watts Cirino: In your business.


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Tracey Watts Cirino: speaking inside your jar of expertise, like, where is this happening? So, another… another one is the coaching industry, because


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Tracey Watts Cirino: Often, this happens a lot in the coaching industry,


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Tracey Watts Cirino: Your label starts to become the message, so…


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Tracey Watts Cirino: I want to bring this into the coaching industry, because this is one of the biggest places that I see this happen, and again, I work with a lot of beauty professionals, I work with a lot of


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Tracey Watts Cirino: coaches, authors, and speakers, so I see this often, right? These are a lot of my client base. So, coaches are some of the most brilliant people I know. They have done amazing things, and they have, you know.


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Tracey Watts Cirino: tackled amazing milestones. And… That… that's…


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Tracey Watts Cirino: actually one of the reasons this happens, because coaching is such a broad and beautiful industry. You might say, if you're a coach, you might say, I'm a life coach, I'm a business coach, I'm a relationship coach, right? Like, we're kind of narrowing down, or as the gurus tell you, niching, right?


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Tracey Watts Cirino: I am a mindset coach. I'm a leadership coach. I'm a spiritual coach.


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Tracey Watts Cirino: I'm a spiritual business coach. Maybe I'm a manifestation coach. I'm a transformational coach, right? Have you heard all of these? You're like, okay, where is Tracy going with this? Okay, so here's the thing. None of these are wrong.


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Tracey Watts Cirino: They might all be true. And you could be a coach that, like, some days, depending on which client is in front of you, you're checking all these boxes. They might all be true.


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Tracey Watts Cirino: You might genuinely beat all of these things from one moment or another, right?


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Tracey Watts Cirino: But the question… but the question your potential client is.


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Tracey Watts Cirino: thinking about. The question they're asking is not, what category does this person fit into? They're not thinking about you. They are asking, do you understand what I'm struggling with?


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Tracey Watts Cirino: Can… You help me get the result I want.


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Tracey Watts Cirino: Like, that's what's going on. Is this for me? Is what this coach… is what they're offering for me? Because your ideal client usually isn't waking up thinking.


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Tracey Watts Cirino: I really need a spiritual business coach today. Like, I have been called a spiritual business coach, like, hundreds of times.


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Tracey Watts Cirino: I don't know one person of all the clients that I've served over the years that has ever come to me that said, oh, you know, I woke up today thinking I just needed a spiritual business coach, right? I needed a mindset framework.


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Tracey Watts Cirino: I needed a… transformational methodology. Like, that's not what they're wake up thinking, right?


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Tracey Watts Cirino: What they typically…


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Tracey Watts Cirino: clients I've worked with, at least, what they're typically thinking is, I am so exhausted. I am so exhausted from trying to figure this out. I have no idea how to say what I do, I have no idea about this technology piece.


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Tracey Watts Cirino: I know I'm meant for more.


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Tracey Watts Cirino: But I don't know how to get there.


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Tracey Watts Cirino: And I am so sick of it. I'm working so hard, but my business isn't growing.


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Tracey Watts Cirino: as hard as I'm working. Like, it feels so disconnected.


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Tracey Watts Cirino: I know I have so much knowledge, but I don't know how to turn it into consistent sales.


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Tracey Watts Cirino: I'm struggling, and I'm so frustrated.


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Tracey Watts Cirino: I know I'm worthy of so much more, But the clients are not…


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Tracey Watts Cirino: finding me. They're not paying me. The sales aren't rolling in the way I thought I would when I started this business.


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Tracey Watts Cirino: You see that? That's the translation. And I'll give you a personal example. For years, I could have described myself


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Tracey Watts Cirino: with a lot of the different labels, just like we talked about. I'm a coach. True, right? I am. I'm a business coach. True. I'm a mana… I'm a manifestation and mindset coach. True, some areas of my work, this is so true. I'm a spiritual coach. True, I work with clients that


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Tracey Watts Cirino: are in the spiritual space, and I believe that it is the connection of our mind, body, spirit, and the strategies that bring it all together. So, true, right? This could be true.


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Tracey Watts Cirino: I work with experts, authors, coaches.


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Tracey Watts Cirino: Business owners and entrepreneurs. All of these are true. So we're not denying that there's truth here, right? These are all true. But those labels don't create a moment of recognition. They don't make someone stop and think.


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Tracey Watts Cirino: Wait!


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Tracey Watts Cirino: Wait, that's exactly what I need.


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Tracey Watts Cirino: I've actually been looking for you, but I didn't know it, right? Here you are. The shift…


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Tracey Watts Cirino: for me, happened when I stopped leading with the title and started leading with the transformation. So, instead of just saying, I'm a business coach.


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Tracey Watts Cirino: You know, I simply say, I help experts say what they do so that people actually buy. You know, they lean in and say, here's my credit card.


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Tracey Watts Cirino: I translate your brilliance your brilliance and your expertise into money messaging that makes people understand your value.


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Tracey Watts Cirino: And want to invest with you.


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Tracey Watts Cirino: And when I say that, the right people immediately know, oh wait, that's exactly…


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Tracey Watts Cirino: the problem I've been suffering. That's exactly what I need. I need that. Oh my goodness, how do I work with you?


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Tracey Watts Cirino: So, that's the difference between being technically accurate, because these are all true.


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Tracey Watts Cirino: And being deeply understood.


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Tracey Watts Cirino: and sending the message that you deeply understand the problem that your potential client that's standing in front of you is facing. So, this is going to be true whether you're


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Tracey Watts Cirino: in-person talking, you're talking through social media, you have your website copy, even, like, how you send out your emails. So.


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Tracey Watts Cirino: This is true. I strongly urge you to take a look through what you are saying now to your clients, and where can you really apply this level of


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Tracey Watts Cirino: You know, translation, so that your clients start to feel more understood, and they start to know that you are the person for them.


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Tracey Watts Cirino: So, because… The smarter you are, the easier it is for you to fall into this trap.


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Tracey Watts Cirino: That's why I see smart people struggle with this more than anyone. It's like the ironic part of all this. The smarter you are.


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Tracey Watts Cirino: it's easier for you to stumble and fall into the trap, because you know so much, so you really are inside the jar of your expertise. You're trying to communicate everything. It's just like, I want to give you everything, every detail, every possible


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Tracey Watts Cirino: You know, every possibility, every nuance.


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Tracey Watts Cirino: But your buyer is looking for one thing.


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Tracey Watts Cirino: Do you understand what I'm going through?


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Tracey Watts Cirino: That's it.


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Tracey Watts Cirino: The fastest path To trust is not proving how much you know.


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Tracey Watts Cirino: It's really not. It's showing that you understand them. You understand your ideal client. You understand the problem and the pain that they're suffering with.


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Tracey Watts Cirino: So… this


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Tracey Watts Cirino: like, shifts so much. Like, if you've been listening today, and you're thinking, okay, I think this might be me, this might be the problem and the challenges I'm having in growing my business. Here is where I would start.


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Tracey Watts Cirino: I want you to… are you ready? So, take out a pen, a pencil, and write this down. If you're driving, save this episode and go back, but I always…


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Tracey Watts Cirino: say, if you think it, ink it, because when you write it down, it gets done. So, I want you to stop asking.


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Tracey Watts Cirino: What content should I create?


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Tracey Watts Cirino: Stop asking that! Yay! Right? So that… that's a celebration. Definitely worth having, right? So stop asking what content should I create, and start asking, what does my ideal client need to hear? Like, what do they need to hear to recognize themselves?


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Tracey Watts Cirino: To feel understood, and know That I understand their pain and their struggle.


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Tracey Watts Cirino: When you can answer that, And when you answer it, it… the content actually flows.


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Tracey Watts Cirino: It flows so much more. So you're gonna stop asking, how do I explain everything I do? You're gonna stop that, right? So, isn't that great? I'm giving you stuff to stop doing, instead of telling you you have to add more. So you're gonna stop


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Tracey Watts Cirino: Stop.


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Tracey Watts Cirino: asking, how do I explain everything I do? And start asking, what is the simplest way to communicate the transformation that I create?


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Tracey Watts Cirino: So, no matter what your specific industry, your specific level of expertise, what is the simplest way to communicate the transformation that I create?


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Tracey Watts Cirino: Because when your message becomes clear, and this will help it get crystal clear.


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Tracey Watts Cirino: Everything in your business gets easier. Your content gets easier, your sales conversions, like, get so much easier, they flow in, your referrals get easier, because even your family and friends


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Tracey Watts Cirino: Start to refer people to you, even if they don't need your services, because they get it.


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Tracey Watts Cirino: Because people finally understand what you really do.


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Tracey Watts Cirino: So, this is why I created my money messaging training, especially for you, because I believe your expertise, like, really deserves to be understood, right? Not just understood by you, the expert, but understood by the clients that are excited to pay you


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Tracey Watts Cirino: for your expertise.


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Tracey Watts Cirino: Your work matters, but your message is the bridge between your brilliance


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Tracey Watts Cirino: and the people who need what you do. So, inside this short training that I created, I call it the Money Messaging Training, which this training is valued at over $500, and I'm giving it to you for being a


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Tracey Watts Cirino: community family member of Beyond Common Business Secrets. I'm giving this to you totally for free. And in this training, I walk you through the message shifts that help you communicate your value and create content that actually connects.


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Tracey Watts Cirino: You can, get access to the free money messaging training by visiting the link in the show notes. So, they'll be right inside the episode show notes, so wherever you are tuning in and listening to this


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Tracey Watts Cirino: Podcast episode, or if you're on YouTube, wherever you are, the show notes below will have the link to the money messaging training.


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Tracey Watts Cirino: So, my friend, remember, your clients are not looking for more information. They're really not. We get enough information. They're looking for recognition and understanding. They're looking for the moment


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Tracey Watts Cirino: Where they think, that's exactly what I need.


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Tracey Watts Cirino: Your expertise is valuable. Your message is the bridge. If this episode spoke to you, I strongly recommend that you share it with a friend or your business bestie, and please give us a 5-star review while you're at it, wherever you turn in to your podcasts.


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Tracey Watts Cirino: I…


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Tracey Watts Cirino: love to read all of your feedback, and it really helps us share the show with more female business owners and leaders who need this level of support. It's such a gift when a fellow friend or business colleague shares a wonderful piece of content that has impacted them, and they share it with you. It just really, really feels so good. So if you can continue


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Tracey Watts Cirino: to share and spread the love. We appreciate it so much. So, as always, congratulations on being here.


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Tracey Watts Cirino: You could spend your time so many places, and congratulations on being here and spending your time with us. We thank you for listening to Beyond Common Business Secrets, and as always, stay beyond amazing, and I will see you on the next one. Take care, my friend.