How Yvonne used the principles in the BuiltForImpact System to scale up her course & mentorship service.
February 25 2019
It’s almost like developing a siren call directly into the hearts and minds of the people that you can best help. That would be most fun for you to help and that would be most beneficial for them if you help them.
Adam Fairhead: Hi guys. Adam Fairhead here with Fairhead Creative and today I’m joined with Yvonne from bedandbreakfastcoach.com. And we’re going to be going through how her company’s leveled up its communication as an act of service to its customer. So Yvonne, I have five questions for you. You ready?
Yvonne: Yes, Adam, I am.
Adam Fairhead: Wonderful. Okay. So question one, what is the company and what does it do?
Yvonne: Bedandbreakfastcoach.com is a company I started in 2013 as a response to what I saw as the death rattles of the small hospitality industry. In the light of the onslaught of online travel agents and after I had in fact grown my own bed and breakfast in France beyond all expectations. What I do now is I have a process in place that helps clients to add at least 25% to their income in one season without doing more work and while having a lot more fun.
Adam Fairhead: That’s wonderful. And why is good … In light of that body of work that you’re doing, making it more fun [inaudible 00:01:10] specific body of people that you’re serving. Why is good communication important to you in light of all of that?
Yvonne: Good communication’s important because I need to be able to speak to the hearts and minds of the people that I can best help and conversely not speak to the people that I can’t help. And this has been a journey, for me, a process and a journey for me because I think in any sort of consultancy role, we tend to think that we can help anybody and that we must help everybody, even though they look like they’ve got similar problems. There are certain characteristics that I’ve identified about people that I can best help where it would be most fun for me to help. It will be most profitable and fun for them, as well.
Adam Fairhead: Right. There’s a tendency to just say yes to everything, isn’t there?
Yvonne: Yes. And I’ve done that. I have done that in the past, but I don’t do that anymore.
Adam Fairhead: And your communication skills and development in that body of work is such that you’ve been able to say no to the right people and thus, be able to have an easier better yes for the right people.
Adam Fairhead: Wonderful. Well my third question, how has the mission narrative structure helped you communicate better?
Yvonne: The mission narrative structure really got me to understand my clients’ pain points for a start, and then how to communicate the solution or the prescription that they need to resolve their problem.
Yvonne: We went very deep into defining the problem in their language and so that I was able to match their language so that they would know. It’s almost like developing a siren call directly into the hearts and minds of the people that you can best help. That would be most fun for you to help and that would be most beneficial for them if you help them.
Adam Fairhead: Right.
Yvonne: So the narrative was very helpful to me in defining the problem and then presenting the solution in a way that they could understand and a way that I could communicate confidently.
Adam Fairhead: That’s it. It feels unnatural doesn’t it, really, to … if we do work that we’re very proud of, we’re very passionate about, we’re very excited about, it’s natural to want to start talking about all the bells and the whistles and how wonderful it is and talk about it in our language because it’s our baby. It’s not natural is it to learn to speak theirs, their vernacular, their terms, their concern, their problems.
Yvonne: No, it isn’t. It isn’t natural. So, it’s very useful to go through that process whereby you get to … you almost get to be in their heads.
Adam Fairhead: Yeah. Absolutely. What does that mean for your audience then.
Yvonne: Well actually it’s been very interesting because what it does for my audience is it turns people on and it turns other people off, which is something that I was uncomfortable with in the beginning because, like I say, in the consultancy coaching mentoring world, we want to be able to help anybody and we don’t want to upset anybody, but actually the opposite is more effective because, like I say, it sends out a siren call to the people that you can best help, but it also eliminates people that you can’t help and that may cause some disruption in their pattern of behavior, for which they’ll blame you.
Yvonne: And then, you have to be very sort of certain about who you can help and who you can’t. So, it’s divisive in a good way.
Adam Fairhead: If we’re speaking to everybody and everybody feels as though it might be for them, then nobody can feel that it is definitively for them. And similarly, the people who it might not be for might run the risk of signing up and later bringing your satisfaction ratings down. There’s not going to be much longevity for them anyway. So all we really do by not communicating effectively and specifically to the right people is running the risk of turning away those we should be in business to serve.
Yvonne: Yeah. And you know, at the end of the day, I’m in business because I like being in business because it’s fun for me. If I’m working with clients that don’t get it, they’re not at a place where they can hear what I’m saying. They are not in a position in their lives where they can surrender to the process that I’m offering them that will help them to add at least 25%. Some clients have doubled their business.
Yvonne: But if they’re not in that place right now, then it’s my job to identify that before they start working with me. Otherwise, it’s going to be a miserable experience for me and them.
Adam Fairhead: So my last question for you, Yvonne, then, what would you like to tell companies that haven’t yet used this narrative structure?
Yvonne: What I would say is to definitely go for it because the thing is that when we’re in this sort of helping industry, we think we know what people want and we think we know how they want to hear it, but actually we have no idea. And what the narrative process does is it brings out the languaging and the communication of the pain from your ideal client and it helps you to hone in it. I hone in on it so that you are serving the people that you’re meant to serve and not serving the people that you’re not meant to serve.
Yvonne: And I think, for me, that’s brought an awful lot of clarity and peace of mind to my business and an awful lot more certainty in myself.
Adam Fairhead: That’s wonderful. Yvonne, thanks for sharing your journey to communicate better, to and more empathically, more viscerally, more memorably with your customers, to deepen those relationships with those that you serve, and to scale up your business sustainably. Well done.
Yvonne: Oh you’re welcome.