Why do some brands consistently enjoy more demand than they can meet and others seem to struggle for attention? If there is no demand for your work, you don’t actually have a business. And this is the big purpose of marketing generally, right? It’s not to communicate about the details, the information about your work. The big purpose of marketing is to create demand. And the demand for our work that we create also informs how we structure our offers and our businesses in order to manage and meet that demand.

You have probably heard about a small business that has actually been broken from over demand. For example, you know, like a skincare company that goes viral on TikTok and is suddenly overwhelmed with demand for their products, which they just can’t meet. So that’s at one end of the scale, but what does it feel like when there is no demand for your work or very little demand for your work? So obviously that means sales are slow. You’re having to spend a lot of time persuading and convincing people as to why they should work with you. And at the end of it all, they’re just not saying yes.

I want to use the next 10 minutes or so to give you a brief overview of demand positioning and why it works to create a consistent client flow. And why it is so very important to do this right now, like as soon as you have a business, as soon as you have proof of concept, you’ve served clients, you’ve delivered results so that you can come to actually enjoy and work purposefully without spinning your wheels at your marketing and at closing sales, which is what it’s all about, right? So this is all about positioning, demand positioning.

Before we begin, my name is Anna Ballisma. I am a marketing witch and strategy dominatrix. I am a creator of potential and possibility if you choose to avail yourself of it. And I have helped hundreds of online experts, healers, teachers, coaches, consultants to sign more and higher value clients without having to spend more time on their marketing. We are talking about 400% revenue increase. We are talking about adding 100k to an annual income.

Now, this is a huge topic. The topic of demand, it’s vast. The energetics of demand is almost more important than any other piece. So do have a look in the worksheet that comes with this class. Have a look for the masterclass that I taught on the subject of demand a little while ago. I will link it for you. Honestly, it is the most valuable time you will spend and it makes everything else, every hour that you work, every investment you make, every strategy you adopt, it makes it more effective and more beneficial for your business. So let’s now take a look at demand positioning.

If you did not have a background in marketing, logic would tell you that unless there are people, if you don’t see people clamoring at the door to work with you, then there is low to no demand. Your brain would report that as a logical conclusion based on the reality it sees. And you might also therefore conclude that demand gradually increases in direct correlation to the size of your audience and the success of your marketing. So it would go like this. You get much better audience growth and you get clearer with your messaging and you get better at defining your niche and you get really, really good at all of these things, not like you are now. And then if you’re lucky, you also get more people signing on as clients.

But in fact, as long as you believe there is demand for your work, go and watch that masterclass, you can create demand. How do I know this? Because I know that a business with nothing but an offer or a product or a new idea can go to a marketing agency and tell them, can pay them to create demand. If I had a new health drink and budget, I could go to a marketing agency and say, I want to make a big splash with this new drink. I want people to be excited to taste it for the first time. I want to create a global buzz. And as long as I have the budget, that marketing agency would be able to create demand for my product in the online space.

Now, there are literally hundreds, maybe thousands of books written on exactly this topic. Every book on marketing is essentially dealing with this topic. How do we create demand for our work? And the fact that so much is written about it, I want you to understand that this means there is a system. There are strategies and tactics that anyone can use to generate demand, especially in the digital marketplace where we have access to the eyes and the attention of millions upon millions of people in the global audience. And you and I have the benefit that we don’t even need thousands or probably even hundreds of people to buy. If our offer is priced profitably and designed well, we need tens of people to buy. And that is eminently achievable, right? You can do what a marketing agency can do on a smaller scale. You can, but only if you believe it is possible because you get what you expect, right? We get what we expect.

So the first task is to believe that there is demand for your work. Consult the spirit of your business. Get into a space where instead of feeling anxious about marketing, you feel supported. I want you to understand that you weren’t given this idea. You weren’t gifted with this idea for a business as a cruel prank by the universe. You were given it because there is demand for your work and not just for the work you do generally, but for your particular and unique flavor and methodology of doing it. And once you are in that headspace, you are ready to go to work.

So here are the three concrete steps to position your brand, your methodology, your offer in a way that makes it sought after, effective, popular, the only solution worth listening to. And this way you can create, not create, you can reveal, you can discover, you can see the people who want your work. You can get those people to actually step forward, raise their hands and say, yes, I want to work with you.

Now on the whole, people will believe what you tell them about your business. So here’s a list of what you need to know. Number one, you need to know why your work is so cool and awesome. Okay, you need to know what it is about your work, your specific work, which is so very, very good. This requires some market research. Now this is not about comparison. If you get upset looking at what other people in your industry are doing, it is time to put on your bigger underwear and get down to some strategic problem solving. This is about understanding the landscape that you’re operating in and seeing what other people say about their work. See where there are gaps. You don’t have to be in a category of one. Don’t try to be in a category of one, but you do need to be able to say why your solution is better than this one or that one.

You need to know what sets you apart. What is specifically the thing that makes yours a better solution? What is it about your experience, your expertise, the results you get, the innovation you bring forth, the methodology that’s unique? What little piece is so uniquely you that it makes your solution just such a perfect fit for your audience? Now in business, we call this your value proposition. What is unique about your work and why this uniqueness actually makes your solution, your work better for your audience than other options they may have seen or considered? Why your work is so cool and awesome, also known as your value proposition.

The second thing you need to do, and there’s some overlap here guys, but the second thing you need to do is you need to check in with your audience. You are going to have to get to know your audience really, really well. If you don’t know them, you need to set up some research calls and get to know them because it is vital. I can’t tell you how critical it is to know what motivates your audience and what challenges them. For most of us, this can be kind of a time traveling exercise because for a lot of us, our clients are who we were six months ago, a year ago, two years ago. But if it is in the distant past or if you can’t remember what it was like to be in that position or if indeed your clients are not you of a little while ago, you need to find out what motivates and challenges them. Because once you understand these things, then you are in a position to describe your offer, to present your offer to them as the thing that is filling the gap, the thing that is missing in what they are when they’re looking for a solution, what they’re seeing, your solution can be the thing that fills the gap.

Now, I created an offer a little while ago, six months ago or something, and I went about it like this. You can do the same thing, you can go through the same process. I spoke to somebody who was exactly my ideal client. Obviously, there was already a relationship with them because I nurture my leads. So, there was a relationship there. There was some considerable goodwill between us. And so, I asked her two questions. And if you’ve worked with me, you’ll recognize these questions from the offer audit. The questions were, “What do you wake up wanting and what support would you need in order to do that?” So, I went to my client. I said, “What do you wake up wanting?” She said, “I want to sign clients without feeling like I have to be on social media 24/7. I want to sign clients without feeling like I have to be always on and burning myself out.” And I said, “What support would you need to be able to do that?” And she said, “Without hesitation, I would need an expert to be fully immersed, fully in my business. I would need them to understand all about my brand, my offers, my marketing systems, my social media, my messaging, and I would need them to tell me exactly what to do and when and in what order.” I said, “Awesome. That sounds like a vice president of marketing position.” Yes, exactly. That’s what it is.

So, the next day, I used her language and a little bit of mine, one social media post, and sold a spot at Five Figures. That doesn’t happen in isolation, okay? Of course, I am always doing work to create demand for my work and nurturing relationships with my audience, but I am always listening to my audience several calls a week, just listening and hearing what is going on with people and what people are concerned about, what people are trying to achieve, and what is challenging them in getting there. Because if one person is struggling with it, there are 10 people. If there are 10, there are 100. Nobody is that unique in their struggles and challenges that they are the only ones. So, if you don’t know what your audience wants, what motivates them, and what challenges them, you really need to find out so that you can position your offer as the complete and total and no-brainer and no other solution worth listening for answer to their problem.

Okay. I said this a bit before. On the whole, people will believe what you tell them about your business. So, to be in demand, you have to say you are in demand. You have to sound like you’re in demand. You need to act like you’re in demand. You need to believe you are in demand. This is the basic rules of manifestation, acting as if, again, books and books and books written on this. Any reason why you are giving yourself or why this is impossible for you, it’s just stories. It’s just beliefs. Just things you are telling yourself, but which are absolutely not a barrier to success.

So, once we’ve done the above, we’ve understood our value proposition, why your work is cool and awesome. And once we have understood the gap in the market, what our client really wants and really needs and can’t find, and you’ve got your head in the game with believing in the demand for your work. Here are some practical things that you can do to create more demand energy. These things are more marketing than positioning, really, but I wanted to give you some short-term practical concrete actions. So, share recommendations, testimonials, reviews, case studies. If you don’t have them, get them. That is your first priority. Share them often. Share them widely.

Operate like there is demand. Don’t wait for the demand to show up first. So, what would that look like? If you knew there were people queuing up to work with you, you might offer limited spots so that too many people don’t come in at once. You might offer timers to encourage people to act more in terms of your timeframe than theirs. You might lean a little bit on fear of missing out, and you might think that, “Ooh, gross, inauthentic.” But this is part of the marketing game and how we build the business that we want rather than responding to the business that we believe we have.

And the third one, show up, show up, show up as the in-demand business. Be at events, whether they are online or in person, as the in-demand, oversubscribed business. Collaborate, partner up. Whatever resources you have, whatever audiences you have access to, connect and share and engage and be generous. Because if you were oversubscribed, if you knew there was so much demand for your work, you wouldn’t worry. You wouldn’t be worrying about giving away too much value online. That is just not an issue for the oversubscribed business.

So, all of these, yes, they require a good mix of planning, research, consistent action. Yes, they do. And they are effective and proven to build demand and increase just like that baseline of demand in your audience so that everything you do in terms of marketing and making offers and selling is more effective.

I have a bonus step for you. Adapting, being adaptive. Everything in business is dynamic. So, what worked in the past, it can stop working. And things that didn’t work in the past can start. Your mission is to evolve, evolve, evolve. How do I feel about my clients, my marketing, my offers, my messaging this week? What do I want to change?

Okay. So, our three key takeaways. Know why your work is so cool, your value proposition. Know what your client needs and position your offer, your service to fill that gap and act as if, build as if, show up as if, move through the world as if, do your marketing as if there is so, so much demand for your work.

Well, as you can tell, I am fairly excited and animated by this topic because if you believe there is no demand for your work, it just makes everything really, really difficult. So, learning how to manage this and control it and manipulate it is super important. It’s one of the three things I teach in the demand system. Emotional messaging. If you haven’t watched that class, go and watch it now. It is linked in your worksheet. Demand positioning, which we’ve spoken about today. And the Goldilocks marketing ecosystem, which does the heavy lifting for you in terms of creating a ready to buy audience.

Now, if you already know you want more inbound leads, more people reaching out to work with you, that’s what this is all about. When there’s demand for your work, that’s when you’re getting inbound leads, people popping into your DMs, your emails asking to work with you. If you are ready to be in demand like that and also to hold that and manage it, this is your invitation to message me. Hop onto Facebook right now or in your email, send me a quick note so that we can talk about where the current gaps are in this system and where you are leaving money on the table and how we would apply the demand system so that you can sign more clients this month than ever before.

Thank you so much for watching. There is so much demand for your work and I will see you next time.