The Secret To Messaging That Sells The Transformation, Not The Journey

A big mistake that a lot of coaches make with their content is sharing ‘behind the door’ content upfront.

The challenge with this is that it can overwhelm your audience before they’re even ready to dive in.

When you share too much too soon, it can leave people feeling confused, unsure of where to start, or like they need to know everything before taking action.

Instead of attracting them, it can unintentionally push them away.

People need to understand why they should care about your content and how it can help them before you dive into the details.

‘Front-of-door’ marketing is content that sparks curiosity, speaks to their deepest desires and ultimately attracts more clients.

In my latest video, I revealed how to flip the script and focus on ‘front-of-door’ marketing to attract more of the right clients.

I shared exactly how to identify which content belongs at the ‘Front of Door’, and how to position it in a way that draws your ideal clients in and gets them excited for the next step.

You can watch the video here

Front of Door: The Sexy Stuff

This is the face of your marketing. It focuses on outcomes, desires, and dreams, appealing to the emotions and aspirations of your audience. It’s all about what they want, not necessarily what they need to do to get there.

It’s not about the details just yet – it’s about painting the vision of what they’ll achieve.

This means that we need to ‘dress the door’ so that people want to come in.

Key elements of Front-of-Door content:

Benefits-focused: Show them how their life will improve.
Highlight the transformation they’ll experience.
Simple, clear language: Keep it accessible and easy to digest.
Exciting promises: People love things to be faster, easier, and to get more of what they enjoy.

Share the outcome they’re craving, the transformation they’ll experience, and why your solution is the key to their success. This is the stuff that gets them excited and ready to step inside the door to learn more.

Once they’re through the door, that’s when you can share the deeper, more complex content – everything from your method to the specific steps they’ll need to take.

Behind the Door: The Unsexy Essentials

This is where you deliver on the promises made upfront. It’s the work, the systems, and the steps required to achieve the outcomes.

It’s less glamorous, but it’s vital for delivering results and building credibility.

Behind the door content focuses on:

The method (how-to and process)
Necessary details and complexity
Expert-driven content that builds capability

It’s the technical steps, the nitty-gritty that your clients need to succeed – but it’s not what they’re initially looking for. Think of it as the “work” that happens after they’ve already committed.

This distinction will help you attract your ideal audience with compelling language upfront while reserving the details and methods for when they’re engaged in your services.

Why This Matters

Clarity in Messaging: Your audience decides quickly whether you’re the right fit. Front-of-Door messaging grabs attention; Behind-the-Door content builds trust.
Positioning Expertise: By showcasing results upfront and methodology later, you avoid overwhelming potential clients while demonstrating depth.
Aligned Conversions: People buy the dream. Once they commit, they’re ready to invest in the nitty-gritty.

A lot of people understand this concept intellectually, but find it hard to separate method from outcome. Because quite honestly, it can be really challenging to separate those two.

So I’ll give you some examples.

Examples:

Behind the Door Content (for a business owner):

Learn SEO optimisation
Understand technical know-how
Manage the back-end of marketing funnels
Learn how to sell
Implement digital systems
Track, test, and measure
Manage finances and budgets

Front of Door Content (for a business owner):

Attract more clients effortlessly
Make more money while working less
Create a business you truly love
Build a thriving brand
Enjoy your marketing
Create a bigger impact in people’s lives
Have more lifestyle and time freedom

Practical Tips for Applying This Framework

Front of Door: Use in all of your marketing content online, in your landing pages and funnels, on your website, social media, and when you’re talking to people about your business.
Behind the Door: Incorporate into your courses, coaching calls, and post-sale onboarding. Dive into the “how” and the details.
Balance the Two: Remember, the goal is to create a seamless journey between both of these.
Over-deliver on the Back-Door content to exceed the expectations set at the front.
When you master the Front of Door vs. Behind the Door approach, you can attract the right audience, excite them about what’s possible, and then deliver the transformational results they signed up for.

Need help with this?

If we haven’t worked together before, I’m offering a FREE content makeover for the first 3 people who

DM me with the word ‘Makeover’.

I’ll review your content and provide actionable tips to make it more outcome-focused and compelling.

P.S. If you’d like the worksheet to help you implement this strategy I’ll send it to you if you

message me the words ‘Front door’.

I hope this helps, and I’m excited to hear how you’re going to apply this approach in your business!

Cheers,
Kat xo

P.P.S. Whenever you’re ready… here are 4 other ways I can help you grow your business:

1. Work with me to get more clients

If you’d like to work directly with me to get more clients… send me a Message with the word “Clients”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details.

Message me here