[1 of 5] 8 Questions to Assess the Quality of Your Brand Messaging

February 5, 2019

Dearest Community Member,





Whether you know you are struggling with creating soulful brand messaging, or you think you’ve crossed all your T’s and dotted all your I’s, most practitioners are missing crucial pieces in their marketing, that would allow them to clearly communicate straight to their soul clients, and the worst part is they don’t even realize it.


That’s because therapists, coaches and healers are not trained to think like marketers. It’s  just not where their heart or their head is at.


Therapists, coaches and healers are trained to do sensitive, private work, behind closed doors. Not to boast about their accomplishments and try to draw attention to themselves. As a result, they often assume an attitude of overwhelm at best,  or revulsion and condescension at worst, about the world of marketing and online promotion.


Which is a bit like cutting off your nose to spite your face.


Because therapists, coaches and healers often have no idea of how much they don’t know, they tend to devalue the importance of things like brand messaging, and try to string together freebie trainings or copying someone else’s website, as a way to piecemeal a marketing strategy together. Then they expect it to work wonders within 48 hours.


I am sure I don’t need to tell you, this doesn’t work.


After they’ve tried and failed, is when they are more willing to do some research and find out what it means to really become business savvy.  


Which is a wonderful first step.


But then, when they get a whiff of how much they truly don’t know, their fears and scarcity attitudes lock them in a death grip, and they start treading water.


So, where are you, in all of this?




Why don’t you tell me.


As a therapist coach and/or healer, Do you ever feel as though you are struggling to stand out in your field?


That you have a lot of good ideas but when it comes down to it, it’s nearly impossible to focus on just one and bring it to fruition?


And then you may be left feeling directionless and down on yourself, not knowing how to pinpoint and express what truly makes you unique in a seemingly saturated market?


Have you ever thought: “I know I have a good thing going, I just don’t know how to focus and get people to pay attention!”


Or maybe you have a thriving practice, and you know what you want to do and how you want to do it, but can’t figure out how to break through the one-to-one business model, and expand your influence--and bank account--to its full earning potential.


I know EXACTLY how that feels.


I have never struggled with ideas.


I have always felt confident in my creative abilities.


Doing the work was never a problem, either.


But honing in on my unique “voice” and finding a consistent rhythm with my marketing and digital platform has always been a sore point…


I just couldn’t figure out where and how to begin!


But once I finally surrendered to the idea that I might have to go back to the drawing board and start from scratch with my soulful brand messaging, my voice became a thousand times clearer and much more mission focused.


In cleaning up my messaging, I was able to refine how I intended to sell my services and packages, what it was I was actually offering, and who I wanted to offer it to. Once I did that, the clients, cash flow, and freedom that comes along with it, began to show up. Specifically,  in the form of making upto 10k per month.


But it also came in the form of being in alignment with what lights me on fire, and doing what I love to do, full time….which for me includes sharing my talents and skill sets online, through passive income funnels and self-directed courses, as well as hosting live, online group coaching programs.  


And so, in this 5 part video series, 5 Steps to Master Soulful Brand Messaging, you will learn…


*8 questions to assess your brand messaging

*4 Angles to help write your own heartfelt “about me” story, and identify your “why”

*Three steps to identifying your heart-felt brand mission values and beliefs

*How to cultivate your “hook” and help you stand out in your niche

*How to craft a client avatar that speaks to your soul client’s specific pain and pleasure points


And you will walk away with…


*A brand new “about me” story for your website that clearly spells out your “Why”

*A clear and focused mission statement and elevator pitch for your brand and services

*A powerful hook and “truth bomb” that positions you in your market

*A soulful sales script that has your ideal clients reaching for their wallets and fist pumping the air with a resounding “yes!”


The Curriculum…
*2/5 @ 2pm EST: On Day 1, today, we will go over the importance of soulful messaging and address 8 questions to help assess the quality of your messaging.

*2/12 @ 2pm EST: On Day 2, we will explore 4 story angles, and determine why you do what you do, not just how and what it is that you do.

*2/19 @ 2pm EST: On Day 3, We will clarify your brand mission, values and beliefs

*2/27 @ 2pm EST: On Day 4, We will craft a killer hook that makes you stand out, and positions you in your niche

*3/5 @ 2pm EST: On Day 5, We will write a soulful sales script to flesh out your ideal client avatar.


If you would like to receive notifications of when I am about to go live in my Facebook group, and receive a downloadable transcript of the video content on day 5, you can optin to my messenger, here: https://m.me/abundanthealer


So, let’s dive into our content for today...


8 Questions to Assess the Quality of Your Brand Messaging


Now, I am sure you are wondering if this video series is really going to be worth your time. That’s why today, we will start out with 8 soulful branding assessment questions, to evaluate your practice and your brand.


And this kind of assessment process is exactly how potential clients experience your brand messaging and online platform, from the second they land on one of your pages.


1. Do you have a clearly identified client avatar?

Social proof is one of the biggest selling points out there. But what's more important than having a million testimonials to prove your content is good, is being able to tell ONE story, that everyone can relate to. In fact, researchers have found that donors are more likely to donate to charitable organizations, when they have seen a presentation of only one case study, as opposed to three.


The purpose of the client avatar, is to help you hone in on your soul client’s archetypal story. That ONE narrative that will appeal to the heart of your niche. It also forces you to get crystal clear on who it is you want to serve MOST...or at least, FIRST.


For example, “I want to help women struggling with depression and anxiety” is NOT a client avatar, and far to vague. Women struggling with “adulting” ages 18-30, have VERY different problems than women struggling with empty nest syndrome, an extra marital affair, or a career plateau, at 45-50 years of age.


2. Do you have clearly defined struggles and obstacles to overcoming struggles, for your client avatar?

Most therapists coaches and healers are WAY too vague when it comes to identifying the struggles of their clients, and their obstacles to overcoming them. “Do you struggle with depression? Anxiety? Are you feeling stuck?” The problem with vague struggles like these is often times people have NO IDEA if that is what you would call what they are dealing with. Show them what depression looks like in the morning. What about when the kids get home from school? How does an anxious person go to work? How does ‘feeling stuck’ impact a person’s work performance, intimate relationships, and sense of purpose? Struggles should be detailed illustrations of day-to-day moments that make up what we like to call “healthy” or “unhealthy” functioning. Do not skip over these details, or try to broaden it to suit a wider audience; you will shoot yourself in the foot.


3. Do you have clearly defined concrete, short-term goals, and long-term emotional goals, for your client avatar?

Most therapists coaches and healers are as vague about the benefits of their work, as they are about the struggles and obstacles of their clients. It could be because they don’t want to promise anything, or it could be because they struggle to make things measureable. “I can’t break down what I do into steps, it’s too organic and experiential of a process.” I’m sorry, but that is BS. You only know how to do what you do because someone else taught you how...step-by-step. So breakdown what you do, and turn each step into a mini short-term goal. Then add them up to create bigger, long-term goals. Once you accomplish this, your clients will start to feel like they are getting somewhere, and can see their own progress.


For example, the bigger goal for this video series is to help you get more clients, cashflow and freedom in your practice--I am appealing to your emotion, your most heartfelt desire for financial security, and freedom of choice in your life and career. Then I tell you all of that is built on a foundation of soulful brand messaging, which is something you can take action on, in the short-term. Breaking it down step by step, I have been able to tell you EXACTLY what you will gain and accomplish, in only 5 short videos...


*A brand new “about me” story for your website that clearly spells out your “Why”

*A clear and focused mission statement and elevator pitch for your brand and services

*A powerful hook and “truth bomb” that positions you in your market

*A soulful sales script that has your ideal clients reaching for their wallets and fist pumping the air with a resounding “yes!”


Spelling out the benefits is really all about how you package your services, and we will definitely be diving deeply into that in this video series.


4. Have you identified at least one or two core misconceptions of your client avatar?

If people knew what their problems were and how to fix them, they wouldn’t be looking for you, or someone like you. We struggle to fix our own problems because we often have a misconception about what our problem actually is, or why it is that nothing we have tried so far, has worked. If you can show a potential client their most glaring misconception, and convince them of how and why it is hindering their progress, ..you will quickly go from in-debt to in-demand.


5. Do you have a succinct description of how your work will debunk these misconceptions and affect transformational changes?

Don’t underestimate the power of the “ah ha” moment, and make sure your client’s have it while perusing your online platform. Once you’ve identified your client avatar’s most glaring misconceptions, you want to paint a very clear picture of how what you have to offer is going to make all the difference. If your service is off-beat or not widely understood, this is where you start dropping “truth bombs” in your marketing copy, to help educate while at the same time inspiring your ideal clients to see things your way. Not because you are trying to persuade or force someone to buy something from you, but because on a heart-soul level you know what you are offering works, and you’d be doing them a disservice to undersell yourself and the experience they could have, if they decide to work with you.


6. Do you have a qualifying question or statement on your website, in your marketing copy, or on other digital platforms?

The qualifying question is what allows your soul clients to self select. It will highlight their struggles in a nutshell, and ask them to consider their desires.


For example, here is a title and the qualifying question..


Hungry Love: From Ambivalence to Ascended Love, in 6 Months


Are you looking for a soul-shaking, passionate partnership, but find yourself trapped in roller-coaster relationships with unhealthy partners that you hate to love?


This follows the formula…


Are you looking for _________(desired benefit/outcome), but find yourself struggling with _______ (obstacle/pain point)?


You can also add in an avoidance of a particularly strong pain point.


Here are some more examples…


Are you a ________(client demographic) who struggles with __________(pain point), and wants to ________ (benefit/gain), all without __________(pain point)?


Are you a coach struggling with a floundering practice, that wants to make authentic connections with clients, expand your influence, and become a leader in your field, all without having to sell your soul, or adopt “salesy” gimmicks?


Are you someone struggling with the death of a loved one, and desire to make meaning of the loss, let go of the grief, and recover your vitality again, all without having to rehash the past a million times over, in talk therapy?

Are you a female artist that is struggling with finding a sense of meaning and purpose, and desire to move past your creative blocks and step into your power again, all without having to spend a ton of time and money on therapists and life coaches?


Are you a woman with a history of trauma that is struggling with depression, anxiety and/or low self-worth, who wants to sustain her personal boundaries, turn her creativity into her passion, and step fully into her power as a natural born goddess, all without having to subject her self to the oppressive, toxic systems of male-dominated institutions?


7. Do you have one clear hook and focus for your service or specialization?

Most therapists, coaches and healers think wracking up a million certifications will make them appear more qualified and thus appealing to a wider audience. But the truth is, too many certifications and specializations communicates confusion and a lack of focus; you want to be seen as an expert in the one biggest pain point your ideal clients are struggling with, not a jack-of-all-trades. Think of it this way, when you have an injury or severe illness, if you had a choice, would you go to a general practitioner, or a specialist in that area of expertise? I rest my case. This doesn’t mean you have to throw out all those hard earned certificates or the money you spent on them. All of that experience has culminated into the fantastic practitioner you have become, and can even be introduced later in the work...just don’t let it clutter up  your marketing copy, and dissuade someone from opting into your mailing list.


8. Have you outlined a clear brand mission and elevator pitch for your services?

The elevator pitch is an extension of the audience qualifier and gives a smidgen more detail about what you do, and how it will benefit your soul clients. In the elevator pitch, you might also include struggles, and methods of solving them. Here is an example for The Abundant Healer…


I teach therapists, coaches and healers how to create, launch and scale an online practice in 90 days, even if you have never made a dollar online, created a single lesson, and/or have no marketing list... all without having to waste a ton of time, money and effort on "experts" and gurus.


This should be at the very top of your homepage on your website, on your sales pages, and you should have it memorized so you can rattle it off the cuff, at any and all conferences and networking events.


There you have it.  8 Questions to assess your brand messaging.


How did your brand messaging and platform fair?


If you feel like you may be missing a few pieces, you are in the right place, because over the next four videos, we will be filling in all the blanks.


So remember to join us again next week Tuesday, at 2pm EST in my Private Facebook group, for day 2, when we will explore 4 story angles, and determine why you do what you do, not just how and what it is that you do. This will lay the foundation for your brand mission, unique hook, and ultimately creating a kickass client avatar.


If you have enjoyed this video, you can check out the transcript on my blog.


Other videos in this series [COMING SOON]...


[2 of 5] 4 Angles to Decode Your Soulful Brand Story-- Your “Why”


[3 of 5] How to Identify Your Brand Mission, Values and Beliefs


[4 of 5] How to Identify Your Hook and Unique Message, in Your Niche


[5 of 5] Cultivating A Client Avatar, to Call in Soul Clients in Only


And comment below with any questions as they pop up!




And if you are interested in learning more about how I apply these practices into generating passive income online, and/or developing group coaching programs online, you can check out my program The Abundant Your 90 Days To Schedule Your Practice Online.


This program includes the exact steps I took to start bringing in up to $10,000 per month and online revenue as a therapist and coach. It’s a one stop shop that takes you through the leaping, landing, and thriving phases of your business, even if you have no experience in marketing, online technologies, have never written a course curriculum, or made a dollar online, all without overspending on gurus or piecemealing a bunch of different training programs together.


This program will have you attracting into your practice the clients and cash flow you want, all the while stepping into your spiritual sovereignty.


Check it out here→ http://bit.ly/EarlyBirdTAH2019


You’ll be so glad you did!


In love and abundance, 










Briana MacWilliam ATR-BC, LCAT

Licensed and Board Certified Creative Arts Therapist

Author, Educator and Reiki Practitioner



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