If your message isn’t speaking directly to the demand that exists in the market, then trying to increase your visibility just amplifies the deafening silence. 

Demand doesn’t come from visibility, it’s the other way around; visibility increases when you become more effective at generating – and holding – more demand.

And the single most significant factor is clarity and congruence of signal. We live rich and messy lives, but translating our expertise and fullness of experience into business messaging that captures attention requires focus and fine tuning to every part. 

We need to make sure that a new contact instantly understands what you do, who it’s for, why it matters, and the obvious next step. If any one of those is fuzzy, a moment of hesitation or confusion interrupts the energy, there’s a subtle pulling away and diminishing of desire and the moment is lost.

There’s some thought work involved, some writing, but above all demand creation requires taking a long, sober look at whether you’re creating conditions for demand to thrive and build, or stifling it.

Signal Confusion
When your signal is unclear, the demand is channelled to a competitor business.

We operate from the premise that there is always demand for your work. In a global population of 8+bn we can certainly find a few hundred who would be eager to pay you.

They’re looking for you, but in a world where thousands of other businesses are competing for their attention, you simply won’t find each other unless your signal is exquisitely clear and strong.

You’ll recognise if you’re experiencing this kind of signal confusion if your audience seems to like you and engage somewhat, they know you’re clever and good at what you do, your offer sounds reasonable but not undeniable, you’re a decent option.

Whereas if your offers and message are directly aligned to demand in the market – there is certainty. Your audience are resonating with the energy you’re creating and think “This. This is exactly what I need.”

Signal confusion makes that impossible.

Diminishment
This is what happens when you can see the demand, but your audience doesn’t trust the signal enough to act. It’s painful; you have years of experience, proven results, and deep expertise, but the way you’re positioned diminishes your power and makes you less capable than you are.

The market can only value what it can clearly see, so if your unique genius is hidden behind relatability, humility, or vague language, you’re prompting the question “can this person actually help me like they say they can?” (the #1 ‘sales objection’ that rarely gets talked about).

Is this person selling snake-oil, are they going to take my money and run, or worse, am I going to put in a lot of time and energy and get nothing back?

Those are the deep and unspoken objections that sales coaches rarely talk about.

There are three elements that work together to create Demand, and as someone wishing to have more of it you need to understand them all.

When all three pieces are aligned, enquiries are natural, sales get easier, it’s easier to protect your energy, make confident decisions… everything. There’s a freedom to building a business, knowing you have found the audience for your offers and services.

They are:

Positioning, Messaging & Offers
The clarity layer, it answers: Why would someone want this, from me, specifically, right now?

It makes people stop scrolling and think: “This is exactly what I’ve been looking for.” The words that make people buy, and yours the only voice worth listening to.

Systems
The conversion layer, it answers: How do we find more people like these, and share our offers with more of them, without requiring more effort from me as the business owner?

Systems are how you move more people from ‘stranger’ to ‘interested’ to ‘buyer’ without social media as a full-time job. 

Identity
The leadership layer, it answers: Do I trust you?

An energetic recalibration that makes visibility feel natural and your signal congruent with your embodiment. You live your message, and your audience feels it.

Work on these three parts of your business for 90 days and you’ll see how it starts to hum. People understand your work more easily. More enquiries that start further down the line (closer to a sale), cleaner sales conversations, reduced anxiety, more creative energy and more time for the work that matters.

With love always,

Anna

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If you recognise your own situation, you’re probably interested in having some support to apply these ideas.

Want to work it out yourself?
Join the Quick & Dirty Marketing membership – for access to all my on-demand classes and weekly office hours.

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If you would prefer a strong dose of private medicine;
a half-day intensive where I write your core offer messaging, design your systems map and narrative magic focus, then support you through 90 days as you implement. Details here: £1,500