How to Easily and Effortlessly Communicate Your Brand to Your Right People – In Just 7 Minutes with Helen Tremethick

Resources/Links:

• Get FREE access to the Love & Badassery Secret Archives: https://communicationsdistillery.com/free

Summary

It’s time to turn your ho-hum audience into a crowd of raving fans.

Just imagine how your business would change if you could start your sales conversation with an audience who already knows that you’re the person for them.

Helen Tremethick is a brand voice strategist, advisor, and copywriter who helps scaling entrepreneurs find the words they need to get the clients they want. She’s the CEO of The Communications Distillery.

In this episode, Helen shares how important it is to broadcast your brand voice using the words you need to get the clients you want, and how to grow your business while being authentically you, overcoming procrastination, and not holding back on that rebrands that you’re waiting for.

Check out these episode highlights:

• 01:03 – Helen’s ideal client: “My ideal clients are usually visionaries behind small businesses.”
• 01:34 – Problem Helen helps solve: “A lot of the problem that I solve is around messaging, tone, communication, and language.”
• 02:26 – Typical symptoms that clients do before reaching out to Helen: “Procrastination, holding back on that rebrands that you’re waiting for, that pivot that you’ve been waiting for because you don’t know what to keep and what not to keep. And also, perfectionism around that. Over editing, really worrying about whether it’s exactly right. And I use air quotes around right because what’s right for me is different from what’s right for you.”
• 04:04 – What are some of the common mistakes that people are likely to make before they discover Helen’s services: “I think often smushing their own brand into somebody else’s template. Trying to do what somebody else has done successfully, and hoping that they’re going to have the same results.”
• 05:10 – Helen’s Valuable Free Action (VFA): “First and foremost, go through your website every single year. Pretend like your strategic planning.”
• 07:11 – Helen’s Valuable Free Resource (VFR): Get FREE access to the Love & Badassery Secret Archives: https://communicationsdistillery.com/free
• 07:01 – Q: Why is brand voice strategy just as important as copywriting? A: Once you know how to communicate with your audience, you can do that anywhere. Whether it’s on social, whether it’s on your website, whether it’s in in-person networking events or community forums. So, once you have that gauge of who you are, what you do, and you can talk to your people in a way that they really understand and know how they can choose you, you create a consistency of message no matter where they land on yours. “

Tweetable Takeaways from this Episode:

“If you've got a really great message that isn't landing, it's because you're trying to do so in a way that your clients don't yet understand.” -@helentremethick Share on X

Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 0:09

Hello everyone, and a very warm welcome to another edition of Marketing The Invisible. My name is Tom Poland, joined today by Helen Tremethick. Helen, good day, very warm welcome. Where are you hanging out?

Helen Tremethick 0:19

I am in rural, Southwestern Ontario, Canada.

Tom Poland: 0:23

For those of you who don’t know Helen, she’s very, very clever, especially with words. She’s a brand voice strategist, advisor, and copywriter who helps scaling entrepreneurs find the words they need to get the clients they want. And if ever you wanted any evidence that she’s good at what she does, you just saw it right there. Help scaling entrepreneurs find the words they need to get the clients they want.

Tom Poland: 0:46

She’s also the CEO of an at lead entitled brand called, The Communications Distillery. The title today, Helen, is, “How to Effectively and Effortlessly Communicate Your Brand to the Right People.” And you’re going to show us how to do that in just seven minutes. Our time starts now. Question number one is, who is your ideal client?

Helen Tremethick 1:03

Thanks, Tom. My ideal clients are usually visionaries behind small businesses. They may have a team, they may not, but they’re still really involved in the trajectory of their business. And they’re often going through a rebrand or a pivot. So, they have a website. They’ve been in business three years, five years, sometimes 10 years. And they’re really looking forward to the next phase of that business. And they really want to do it right.

Tom Poland: 1:28

Perfect. Thank you. Six and a half minutes left. Question two, what’s the problem you solve for them?

Helen Tremethick 1:34

A lot of the problem that I solve is around messaging, tone, communication, and language. As I said, a lot of entrepreneurs they already have their website, they probably had it for years. And as they add new services and products, it can start looking a bit like a kid’s art project, where it had some glue and some tape, and some new things. And so what I do is I really help strip all of that out, and create a consistency of, again, tone and language to really shine through so that you’re representing who you are, what you do, in a way that really resonates with your clients.

Tom Poland: 2:13

Perfect. Thank you. Five and a half minutes left. Questions three, absolutely on track, what are some of the typical symptoms that, let’s just say someone listening to this, they’ll know that they need you because they’re experiencing these symptoms?

Helen Tremethick 2:26

Mm hmm. I would say procrastination, right off the top. Procrastination, holding back on that rebrands that you’re waiting for, that pivot that you’ve been waiting for, because you don’t know what to keep and what not to keep. Procrastinating around hitting publish, because you’re not sure if that word or this word. And also, perfectionism around that. Over editing, really worrying about whether it’s exactly right. And I use air quotes around right because what’s right for me is different from what’s right for you.

Tom Poland: 2:59

And do you also work with people who have a message but just, kind of like they put it out there in the hay crickets, you know, no one’s responding. It’s just like, it doesn’t seem to get cut through. It doesn’t seem to motivate people to want to know more. Is that also part of your bag?

Helen Tremethick 3:13

Absolutely, absolutely. There’s a methodology of figuring out who you are, and those really shiny bits that we can showcase, and who your people are. Often, if you’ve got a really great message that isn’t landing, it’s because you’re trying to do so in a way that your clients don’t yet understand. So, if you can communicate effectively to them in a language that they speak, then that’s where you’re going to hit that really deep sweet spot.

Tom Poland: 3:39

Yeah. So, it sounds like the sweet spot is between what one of our listeners might be standing for and their values, and their vision, plus, meeting the client and what’s important to them. So, question four, and we’ve got four minutes left, appropriately. What are some of the common mistakes that people are likely to make before they discover your services, when they’re trying to get the message distilled and working?

Helen Tremethick 4:04

I think often smushing their own brand into somebody else’s template. Trying to do what somebody else has done successfully, and hoping that they’re going to have the same results. That’s not to say that templates aren’t valuable, they absolutely are, but oftentimes, they come off as, “I am a such and such, who does this and that, for this people,” and it becomes very robotic. So, a lot of the mistakes that I see are in trying to fit themselves into a mold that isn’t right for them. And so, what we do is we really strip that back, we bring out that authenticity, not authenticity TM, but real authenticity. And then we start applying those templates in a way that makes them feel much more magical.

Tom Poland: 4:49

If I hear one more person that starts with the template, “I am passionate about,” I think I’ll probably scream, “I don’t care what you’re passionate about, I just want what I want.” Okay, so question number five, three minutes left. On time, you’re an amazing guest. What’s one valuable free action that an audience member could take? It’s not going to solve the whole problem, but it will take him a step in the right direction.

Helen Tremethick 5:10

I would say, first and foremost, go through your website every single year. Pretend like your strategic planning. So, go through your website, read through it, see what is working, see what’s not working. See what fits, what doesn’t fit. Oftentimes, there’ll be things there that are from five years ago, so really know what’s at play, what your prospective clients are reading. So just having a gauge of how you’re representing yourself online, I think is really important. We often set it and forget it with our websites so coming back to that regularly and doing so in a way where if you take it right off the screen, you put it into a Google Doc and you read through that, then you’ll be able to not only find typos, but really find those places that need tweaking and updating.

Tom Poland: 5:59

Right. Perfect. And also, it’s amazing how quickly something become redundant on our website because we’ve done the pivot, or we’ve done the tweak, or done something else and then we go back with fresh eyes and go, “Oh my goodness. I don’t know, I didn’t realize I’m still saying that.” Super. Thank you. Question six, one minute 45 left, what’s one valuable free resource that we can direct people to that’s going to help them a little more even?

Helen Tremethick 6:20

If you want to take it even further, we talk about brand resonance, clarity and strategy in a free copywriting guide that you can get on my website, it’s communicationsdistillery.com/free. And you get the guide as well as a four-part Learning Series because we’ve all downloaded a thing that’s in our computers and we haven’t done anything with it. So that four-part Learning Series will help you get on track.

Tom Poland: 6:46

Yeah, and I’ve had a look at the copywriting guide, folks, a lot of people will get overwhelmed. This is nice and simple and gives you the 20% that kind of make the 80% a difference. Thank you very much, and one minute left. So, question seven is, what’s the one question I should have asked you but didn’t? And the answer please.

Helen Tremethick 7:01

I would say, why is brand voice strategy just as important as copywriting? A lot of people talk about copywriting, “I hire a copywriter because I need the words.” But the real truth behind that is, that once you know how to communicate with your audience, once you know how you should be communicating with your audience, you can do that anywhere. Whether it’s on social, whether it’s on your website, whether it’s in an in-person networking events, or community forums.

Helen Tremethick 7:28

So, once you have that gauge of who you are, what you do, and you can talk to your people in a way that they really understand and know how they can choose you, you create a consistency of message no matter where they land on yours.

Tom Poland: 7:43

Well said, nicely distilled. And folks, so, listening to that gets the strategic part right, which is everything Helen just mentioned, and that gives you context for the copywriting. Helen, thank you so much for your time.

Helen Tremethick 7:57

Thank you so much.

Tom Poland: 8:00
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