Why People Love Your Content But Don’t Buy (The Missing Bridge Between Trust and Sales)

You’re showing up.

You’re creating content.

You’re sharing your expertise.

People are liking your posts, commenting, telling you how much they needed to hear what you said…

So why aren’t they becoming clients?

In this episode of Beyond Common Business Secrets, Tracey Watts Cirino reveals the hidden reason your content may not be creating sales and it has nothing to do with your value, your expertise, or your ability to help people.

The missing piece is the bridge between being trusted and being chosen.

Because people don’t buy simply because they like you.

Tracey breaks down why brilliant entrepreneurs, coaches, consultants, and experts often fall into the engagement trap, how being liked is different from attracting buyers, and the messaging shift that turns attention into aligned action.

Ready to turn your expertise into messaging that connects with buyers?

Get the free Money Messaging Training and learn how to translate your brilliance into a message your ideal clients understand.

🎁 Get the free Money Messaging Training

TraceyWattsCirino.com

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Transcript

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Tracey Watts Cirino: Welcome to Beyond Common Business Secrets!


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Tracey Watts Cirino: This is the podcast where we talk about the inner game of high-ticket success, mastering your mindset, communication, and soul-aligned action.


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Tracey Watts Cirino: I'm your host, Tracey Watts Cirino, and today we're talking about one of the most frustrating experiences. I see so many entrepreneurs, business owners, coaches, and consultants.


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Tracey Watts Cirino: and experts' experience.


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Tracey Watts Cirino: I see you out there. You are showing up, right? You're showing up. You are…


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Tracey Watts Cirino: creating content, you're sharing your knowledge, you're being consistent. People are engaging with you.


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Tracey Watts Cirino: they're even liking your posts, they're commenting. Things like, you're amazing, this is exactly what I needed to hear today. You always say things that really make me think.


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Tracey Watts Cirino: And yet, the sales conversions aren't happening.


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Tracey Watts Cirino: The clients aren't coming in.


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Tracey Watts Cirino: the way that you thought they would. And you start scratching your head and asking yourself, what am I missing?


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Tracey Watts Cirino: Why do people seem to love what I share, but they aren't actually buying? And this is the part that might surprise you. The problem is not


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Tracey Watts Cirino: that people don't trust you. In fact, they might trust you a lot. They might actually really trust and value you.


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Tracey Watts Cirino: The missing piece, the missing piece is the bridge.


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Tracey Watts Cirino: between Them trusting you, and…


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Tracey Watts Cirino: the decision to take action. Because people do not buy just because they like you, and even trust you. They buy when they clearly understand


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Tracey Watts Cirino: that you can help them. They clearly understand, this is my problem. This… what she's talking about, this is the solution to my problem. This is the clear next step for me.


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Tracey Watts Cirino: So today, we're… we're gonna break down that missing bridge, and really…


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Tracey Watts Cirino: talk about how to turn attention that you're getting into aligned action so that you can attract the buyers, because we're in business


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Tracey Watts Cirino: To have buyers, and you don't have a business Unless…


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Tracey Watts Cirino: you have a sale, right? So we need more buyers. That is the fundamental basics of business. So…


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Tracey Watts Cirino: I like to call this sort of the engagement trap. Let's talk about something that can be incredibly confusing as a business owner, and it is that you create a post. You create a post, you create…


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Tracey Watts Cirino: It could be a social media post, a blog post, an email. You create something, and you put it out there. It performs well. People respond. You get comments. Maybe someone even private, you know, DM'd you and said.


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Tracey Watts Cirino: I needed this today, thank you. And that feels so amazing, right? That feels amazing, because connection matters. Your work matters.


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Tracey Watts Cirino: Being seen, it feels good, it matters. But then, later, you look at your bank account, your calendar, and your inbox, and you realize, wait.


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Tracey Watts Cirino: where are my buyers? Where are the buyers for, you know, all this great stuff I'm doing? This is where many entrepreneurs and business owners start making the wrong conclusion.


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Tracey Watts Cirino: And it can have us start operating out of fear. They think, oh, I need more followers.


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Tracey Watts Cirino: I need more visibility. Something must be wrong with my content. You know, I need better content.


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Tracey Watts Cirino: I need to go viral.


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Tracey Watts Cirino: But, I want you to think about this. Sometimes, the issue isn't that


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Tracey Watts Cirino: you need more people to see your message. Sometimes, the people already seeing it, seeing your message out there, still don't have enough clarity to make a buying decision. I see this so often. I coach and mentor so many people that have


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Tracey Watts Cirino: Hundreds!


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Tracey Watts Cirino: Of thousands of followers, and are not…


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Tracey Watts Cirino: Getting as many sales as you would think.


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Tracey Watts Cirino: And then, somebody like myself, where I don't get a ton of engagement on all of my social media.


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Tracey Watts Cirino: But I do attract buyers, and I have a way of


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Tracey Watts Cirino: Using my… my money messaging in a way that


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Tracey Watts Cirino: makes people self-identify and, like, and stand up and buy. And no matter if you have no followers, 10,000 followers.


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Tracey Watts Cirino: 2,000 followers, or 100,000 followers.


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Tracey Watts Cirino: If you're using your social media for any type of business, you want your messaging to attract buyers, right? It's great to have engagement, but if this is a business, then you need the sales. So, this is not, like…


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Tracey Watts Cirino: the same… I… one of the things I really work on with those clients are…


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Tracey Watts Cirino: Being liked and having engagement is not the same as attracting buyers.


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Tracey Watts Cirino: They're very different. So, here's a distinction that will change the way you think about marketing. It'll change the way you think about marketing forever. So…


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Tracey Watts Cirino: When… when you look at it through this lens, like, being liked is not the same as being chosen as someone that people buy from.


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Tracey Watts Cirino: People can love your content, they can admire you, they can think you're brilliant, they can, like, like you and want to hang out with you, and still not buy. And then you're asking yourself, well, then why am I doing all of this? Like, why?


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Tracey Watts Cirino: It's because buying requires a different level of clarity. Your audience needs to understand.


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Tracey Watts Cirino: like, this is all going on subconsciously in their mind. Why does this matter for me?


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Tracey Watts Cirino: why does this matter now, and why is this the solution I need?


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Tracey Watts Cirino: there is a difference between, huh, that's interesting, or I know we talked about this in another podcast, it's like.


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Tracey Watts Cirino: oh, that's cool! Like, if you get a lot of that, instead of, oh my goodness, this is what I need, here's my credit card.


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Tracey Watts Cirino: You're really looking, instead of, like, oh, that's interesting.


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Tracey Watts Cirino: you want to hear people say, that's exactly what I need, oh my goodness, how do I work with you? Your goal is not to just create interest.


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Tracey Watts Cirino: Your goal is to create recognition to where a decision is made that I want to buy from you. That is what you're looking for. So…


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Tracey Watts Cirino: It's sort of, like, common that… that…


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Tracey Watts Cirino: especially in the online space, that people become, like, the friendly expert. Like, I call this the friendly expert problem. And this is especially common with heart-centered entrepreneurs, and I work with a lot of heart-centered entrepreneurs, because many of the people


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Tracey Watts Cirino: that I work with, they genuinely care. They don't want to pressure anyone, they…


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Tracey Watts Cirino: they, you know, they don't want to come off salesy, they don't want to sound salesy, because they have a preconceived notion in their mind that salesy can be, like, sleazy, and they just don't want any part of that. And rightfully so, none of us do. None of us like to be sold to.


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Tracey Watts Cirino: But we all like to buy when it's something we need, because we're in charge. We made the buying decision.


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Tracey Watts Cirino: And that is how your client wants to feel. You know, so many of the heart-centered entrepreneurs that I work with, they want to educate, they want to inspire, they want to give genuine great value, right?


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Tracey Watts Cirino: And these are all beautiful qualities, right? We need more of this in business, we need more of this in humans across the globe. These are beautiful qualities, but sometimes


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Tracey Watts Cirino: What happens is they become… you know, incredible teachers.


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Tracey Watts Cirino: but unclear that you're actually selling something. So, you're teaching people, but what's for sale? I don't know. So you're not guiding them to the sale. They give so much information that the audience thinks, wow, she knows so much, she's such a great teacher, that's really impressive.


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Tracey Watts Cirino: But they don't necessarily think.


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Tracey Watts Cirino: She's the person I need to hire right now to help me solve this problem.


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Tracey Watts Cirino: So let that land.


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Tracey Watts Cirino: Right? Because the bridge between the information


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Tracey Watts Cirino: And the transformation that you can help solve for your client, that is what's missing. And this is the bridge we're talking about today. So, the difference between the information and the buying decision, I want you to…


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Tracey Watts Cirino: Take a deep breath, I hope you're with me still. Take a deep breath, and…


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Tracey Watts Cirino: Think about this. You could spend hours watching videos, right? You can spend hours watching videos about fitness. All types of fitness. You could watch yoga, you could watch CrossFit, you could watch weightlifting, Pilates, you could watch so many videos about fitness.


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Tracey Watts Cirino: You could save the workouts, you could read nutrition tips, you could start following tons of blogs on Pinterest.


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Tracey Watts Cirino: That have…


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Tracey Watts Cirino: workouts that have nutrition tips. You could start following trainers. You could know exactly what you, quote-unquote, should, right, what you should do.


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Tracey Watts Cirino: But, Eventually, The decision becomes, am I ready to commit? Right? That is that…


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Tracey Watts Cirino: buying decision. That decision happens when the right person


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Tracey Watts Cirino: Connects your problem to a solution.


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Tracey Watts Cirino: So, the same thing happens every day in your business, right? Your audience might already know that


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Tracey Watts Cirino: I need better marketing! I need more clients! I… I need stronger sales! I need better systems! Like, this is stuff that I know my clients need, you know, they're thinking this, like, I need better marketing. I need more clients. I need stronger sales, I need better systems.


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Tracey Watts Cirino: I need to be able to scale!


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Tracey Watts Cirino: I need to understand how to use AI and still be a human and have human-like touchpoints all throughout the sales system. But…


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Tracey Watts Cirino: They may not understand how This person, specifically, will help me solve that problem.


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Tracey Watts Cirino: So that is the bridge, right? That is the bridge.


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Tracey Watts Cirino: whatever you're selling, you want to make sure it's crystal clear. So, this is why messaging matters so much, because most experts


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Tracey Watts Cirino: are explaining what they do from their expert perspective, right? It's like being high up on the mountain. Like, you forget what it was like when you were down in the trenches, and all these things were…


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Tracey Watts Cirino: on your mind, right? And what happens is, as the expert, when you're marketing from your high-level perspective.


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Tracey Watts Cirino: You're saying things like, oh, here's my process, here's my framework, here's my methodology.


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Tracey Watts Cirino: here's what I teach, or here's what I do. And you're just saying it, like, matter of fact.


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Tracey Watts Cirino: And, again, none of this is wrong, because your process does matter, it can be a point of difference.


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Tracey Watts Cirino: If you are marketing it, your expertise matters when you use it as a point of difference and a marketing angle, but when you talk from this high-level expert perspective.


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Tracey Watts Cirino: You get the, oh, that's interesting, or that's cool, or the glazed-over eyes.


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Tracey Watts Cirino: Where people step back, instead of lean in.


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Tracey Watts Cirino: So…


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Tracey Watts Cirino: your audience first needs to understand the result that you provide. What is that problem that you are solving for them? They need to see


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Tracey Watts Cirino: like, they need to see, like, where am I right now? Where do I want to go? And how does this person before me, whether they're finding you online or you're having a face-to-face conversation.


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Tracey Watts Cirino: They're asking, how does this person help me get there, right? This is where I am. Does she understand where I am?


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Tracey Watts Cirino: And…


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Tracey Watts Cirino: where do I want to go? Like, is she painting this beautiful picture of where I want to go in my business, in my life, in my career, in, you know, whatever is the problem that you're solving for them in your business? So.


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Tracey Watts Cirino: they're asking this question. Some people are highly aware, and they know they're asking this, but 99% of people… this is all happening on a subconscious level.


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Tracey Watts Cirino: This is how we create buying decisions and just align decisions in general. So, this is exactly why I created my voice-to-cash methodology, right?


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Tracey Watts Cirino: it was to cut through all the noise. I created this because your voice is powerful, and you… your expertise is valuable, but there's a difference between having something valuable to say and saying it in a way that


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Tracey Watts Cirino: creates movement. The movement being, oh my goodness, how do I work with you? Here's my credit card. You know, the movement is what creates buyers, not just, oh yeah, that's cool, right? The words are not just words. Your message is that bridge between your knowledge and your buyer's decision, which is what creates the action.


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Tracey Watts Cirino: what…


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Tracey Watts Cirino: creates the movement, and business grows when sales happen, and that is that energetic movement. So when your audience can finally connect the dots.


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Tracey Watts Cirino: sales become more natural, right? It doesn't feel, like, salesy or ugh, like, ick in any way.


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Tracey Watts Cirino: It's… and it never happens because you pushed harder, because that energetically feels like ick. So it's not because you pushed harder, it's because you communicated more clearly the problem that you solved


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Tracey Watts Cirino: to the person that needs that problem solved. Like, woo, light bulb, that's when it goes off, and that's when it's so exciting. This is, like, my favorite moment in business when I'm helping my clients. I'm just like, yes, I get as excited as if it was, like, the first time that we ever sold anything. It's, like, so, so much fun.


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Tracey Watts Cirino: So, there's a huge shift that happens. So, I want you to… I want you to look at your content differently. Like, from this day forward, it's like, make the line in the sand. From this day forward, we look at your content differently.


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Tracey Watts Cirino: And… Don't only ask, did people like this?


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Tracey Watts Cirino: Right? Because… Does the like matter?


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Tracey Watts Cirino: In business, not so much. I want you to ask, and for, those of you that are not driving.


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Tracey Watts Cirino: you…


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Tracey Watts Cirino: like, we'll want to write this down, because you'll find it so helpful later. So, you want to ask this question, did this help someone recognize themselves? Like, right? So.


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Tracey Watts Cirino: did this help someone recognize themselves in your offer, in the problem that you solve, in what you do in business? Did it make them think, that's… that's my problem, I need her? That's what I've been trying to solve for myself, and…


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Tracey Watts Cirino: wow, that's exactly it. That's… that's the person who understands what I've been going through, because that is where the buying decision begins. So, write those down, because that is gonna help you


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Tracey Watts Cirino: Frame your content in a way that is not just things that people like and engage with, but that actually


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Tracey Watts Cirino: makes them… make a buying decision. So… If you,


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Tracey Watts Cirino: if you save this episode, you can go back and play that back and write that down again, because that is gonna be so, so helpful. And if you're sitting here realizing, okay.


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Tracey Watts Cirino: Tracy, I get it. I have content.


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Tracey Watts Cirino: I…


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Tracey Watts Cirino: I'm really good at what I do, so I am… I have expertise, like, I… I do amazing things for my clients.


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Tracey Watts Cirino: But, I need my message to create more movement, so…


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Tracey Watts Cirino: that people actually take buying decision action, that is exactly why I created my free money messaging training, where I walk you through how to identify the gaps between what you know, so your expertise.


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Tracey Watts Cirino: And what you say. And then, what your ideal clients actually hear.


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Tracey Watts Cirino: So, you can access this, free training through the link in the show notes. So, it will be right in the show notes for you. I cannot wait to hear from you. Let me know what you uncover after you do the free money messaging training. It's a really short training, and I know you will find it so helpful.


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Tracey Watts Cirino: It's valued at over $500, but you, get it for free, and inform me, inform me what you uncover, and what this changes for you.


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Tracey Watts Cirino: And then, remember, people… don't buy…


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Tracey Watts Cirino: because they've, like, people aren't not buying from you only because they haven't heard from you, like, heard of you, because that's only one part of it, right? Because…


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Tracey Watts Cirino: sometimes people think, oh, well, if I get more visible and I'm in front of people all the time, then I'm gonna get more buyers. Well, that could be true, it's part of it, right? Like, you've gotta find the people


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Tracey Watts Cirino: that…


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Tracey Watts Cirino: want what you have to offer, because they're already actively searching for you. So, people don't buy because they have never heard of you. That's only one piece of it. They buy because they finally understand why you are the right person to help them. So, even with a small audience, you will get more sales by being crystal clear


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Tracey Watts Cirino: And what you help your clients


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Tracey Watts Cirino: solve, like, on that problem. So, your expertise is valuable, your message and how you deliver it in more of this money messaging framework, that message is the bridge.


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Tracey Watts Cirino: So, as always, congratulations on being here and listening to Beyond Common Business Secrets. We so value your time and appreciate you being here. We would love


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Tracey Watts Cirino: for you to share this episode with a fellow business friend or your business owner bestie, and as always, stay beyond amazing, and I will see you on the next one. Take care, my friend.