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Close More Deals by Clarifying Your Message with Dolores Hirschmann

Dolores. Thank you for joining us today. 

Thank you so much for having me, Taylor. 

I’m really excited to talk with you and learn more about your ideas around understanding our ideas in our business and what that means for building our business and servicing our customers and all of these important things that are so critical to growing any business, whether it’s real estate or anything else for our listeners out there who don’t know about you and your business.

Can you tell us about your background?

Yeah, thank you. And so I’ll make it short, but I grew up in Argentina. So the first question is where’s your accent from it’s from one side, Spanish is my first language. And I wanted to be an actress when I graduated from high school.

And my dad is great, go to business school, and then we can talk. And so I always say, I’m a creative that was before. To have some formal education around business creation. And that probably while I hated it at the moment it was the best thing I ever did because I’m able to create, actually build things with my creative ideas versus just having ideas that you will know how to bring them, build something with them.

So I’ve been in this space. Turning creativity or turning my ideas into companies and movements and products for many years. And in that journey, I also went into coaching and I became an actual leadership coach, which if you think about it, that the core of leadership and the core of being that member of a team or that person who is able to rise above the confusion of the world and be emotionally intelligent in different situations. It all comes down to being able to listen and communicate effectively. And so whether it was my ideas as an actress or my formal education marketing when I started a business or my work, whether I was working for a nonprofit credit for a while or starting my business, Or becoming a coach, they were all around the importance of communication at the base of any transaction.

And the transaction is a big word because I’m talking about relationships with friends, relationships with partners, relationships with spouses, raise you with family at the base of all that is powerful, clear community. And so in some ways, I’ve been in this space of communications all my life. I became a TEDx organizer run one of the largest TEDx events on the east coast.

And so all that has added to what I do today, which had mastered in clarity, we help people, we help specifically service business owners, clarify their communication strategy, clarify their core idea, and also clarify their scalable business. 

Close More Deals by Clarifying Your Message with Dolores Hirschmann

Close More Deals by Clarifying Your Message with Dolores Hirschmann

Awesome. I love that and I think I agree and I’ve seen communication being so important to business and our, in our personal lives and our work lives for folks out there who have day jobs and on a personal level.

One of the early books that I read in this area that really helped me out is actually crucial conversations really helped me deal with communicating with others and start to see and apply those ideas and start to see that. Improve in this area. And, everybody could in, in my, transactions could benefit from my improvement in that way.

Can you tell us about what a cornerstone idea is in businesses is and how we can start to clarify our cornerstone ideas, I think is really interesting. 

Yeah. And this came from my work as a volunteer TEDx organizer. As I said, I led one of the largest TEDx events here in the east coast. And I, you don’t know what you don’t know until you know it, and at the time.

I would, we would open for speaker applications. And first of all, I didn’t know that everybody wanted to be a TEDx speaker because we would open 15 slots and we would get hundreds like three, 400 applicants who wanted to speak at our event. And then we’re like, oh, we’re just not sure what we’re doing, but and the first was that lesson, but the second one.

These were people who had written books who were experts in their fields. We had in our states, someone who’s now an astronaut training in Russia. Now we’ve had some big names on our stage. But when it came to filling out an application and answering a question, that was what is the core idea behind your talk?

And please answer it in one short sentence. It was almost impossible. We have. Chapters people would write paragraph after paragraph trying to explain the criteria and they will tell the whole story. And so when we talk about, and so that explains. Translated almost seamlessly to the work that I’ve been doing with my clients.

And, it hit me that part of the disconnect between what my clients are saying and what their audiences are hearing, and what they want to hear. It was that lack of clarity around the one thing that you must say as a business owner, so that your audience gets it. And says, I want more, the first thing is in business, you don’t want the sell on the first word that comes out of the mouth.

There is a journey of re building a relationship and trust. Even if it’s something that could be sold quickly, there’s still even a tiny journey there where I get, I know you exist. I understand what you offer. I make a decision to buy it, or I make a decision to ignore you, or I make a decision to leave.

That’s the three things that happen. But if you don’t understand that if the second or third step is missing I understand what you do. If that step is confusing or lacking, then decision of I’m going to ignore you. It’s going to come faster. And So when we talk about core idea, it’s all about how can I show up.

In the world, whether you’re speaking your social media, you’re in a podcast wherever you show up because anywhere that you’re showing up, it could be a potential first date for your next client. Literally, it could be the supermarket checkout line or a party or a podcast, or a social media ad.

It’s a first date. And so what is the minimum amount of words or statements or things you can put out that will get someone to say, I know what you’re offering and I’m interested, or I’m not, I need you or I’m not. And so the concept of a core idea is asking my clients and the companies is what is the one thing that at the heart of your business, you are solving all the time.

You might be solving a lot of other million other things, but those are secondary. In the F I don’t know, in the investment world, if I’m going to work with you, I want to know, can you make my money grow? That’s it. Thanks. First question. Can you, yes or no, then I may not work with you on or in my work with you, because when I asked the, how it may or may not be what I’m looking for, but there’s no conversation on how.

If I first don’t confirm that what you offer is in the realm of what I need. And most people go deep into the house before confirming what they actually do. Does that make sense? 

I think so. Yeah. I can say, we’re all in our own heads, we’re focusing on, what do I do, me Bob, blah, blah, blah, and not the other side of the table.

And I think a lot of times that can translate into us jumping to the how, and not the, maybe bigger idea and really summarize it for folks. But I want to make sure I really understand. How can we boil that down? Going from the house, no matter what it is, to what that means to the other person.

And really clarifying, I think, is we’ll continue with that word because it fits. 

So I’m going to give you it very simply. Two years ago, we got a puppy and we had always adopted a dog dock which has its challenges and its blessings. The beauty is that they’re not chewing your whole house and potty train usually.

But a puppy is a puppy. And so she was chewing everything in my house. And I always talk about, I had my antennas in my head kind of tuning to the problem I was having. How do I get my puppy to stop chewing my sofas and my men, literally the wall? And I was very attuned to that problem.

Something I didn’t have a year before or six months before. And so what that awareness of that problem that I, as a consumer had made me filter the information was exposed to my problem. For example, if I was just browsing on the. And something came up around puppies and chewing. I would actually stop and read it, but it had to have the right keywords.

Like how can I stop my puppy from chewing if it had the keyword, like how to raise a wonderful puppy? No, my puppy was happy eating my walls. It was not my problem. And so you see, this is a silly example, but. People say you know how you can hire very expensive copywriters to do all of your marketing material.

And I always say the best copywriter for you is actually a hundred percent free because the best copywriter is your customer. Ah, copy and paste, or listen, record and transcribe what your people are saying. And there’s a lot of tricks to do that, but there’s so much information. And right now you can go into Facebook, go into almost a hack.

You can go to almost any Facebook group and in any Facebook group, there’s always a search box and you can type, I need help with and hit enter. Let’s say you have a Facebook group that you belong to you. It doesn’t have to be yours. And there are thousands of people in there, the more people, the better, the more results you’re gonna get, I need help with entering.

And you’re going to get all kinds of posts or even comments, or I like if you’re a business coach go into a group or our investment strategies or expert go into, I don’t know, a group of real estate investors. And type I need help with, I didn’t have a whole array of posts around. I need help with minimizing my taxes.

I need help with, I don’t know, getting a loan to invest in my, I don’t know, but chances are you going to find at least one client, but most important, you’re going to find a lot of copy to write your emails and your sales pages with. 

"In business, you don't want 'sell' as the first word that comes out of your mouth. There is a journey of building a relationship and trust"

Interesting. So it’s going out there and not so much polling the marketplace, but listening.

Yeah. Listening. Okay. 

Okay. With your eyes, because reading is still listening, reading comments is listening. 

So one of the things I wonder about this, that the cornerstone idea concept, or like having one idea, in your business that you address. A lot of businesses maybe get back to that hell they say, but it’s not just one idea.

We do so many things. We don’t just do X. We do X, Y, Z. And we wrap all the way back around to a and start there. How can we, if we, we think our businesses do all, so many things like this. How can we boil that down to a cornerstone? 

So I confused my mind, never.

And another analogy. I always say there is a front door to your house, and then you, when you walk into your home, there’s probably multiple rooms, but you don’t go from the outside into the bathroom unless it’s a pool house. But you go into from the outside, into. First door. It could be sometimes two doors, the mudroom door on the main entrance, but you go into a space that is the arrival space, and then you go into the rooms.

And so this is where people get scared and they say I offer 10 different products. I could offer any of them as a front first product. And if I choose only one of them, what if it’s the wrong one? And I never grow my business. And so there are two parts to that is, first of all, is what is the one problem that will open up other problems?

Or what is the one problem that will give you or give your client the most momentum? For example, at masters in clarity, we actually solve a lot of. We solved the clarity problems, helping people clarify their message. And it’s I don’t know if you’ve read when you’re a kid or you’re too young to have kids, but there’s a book called if you give the mouse a cookie.

Of course. Yeah, no, I love that book. 

If you give them I as a cook app for kids, I’ve read it. If it gives the mouse a cookie, you’re going to ask, he’s going to ask for a glass of mail, give you.

Offer and say, what is if I were to organize this in a somehow linear way, what is one thing that is an immediate need of my client, and what is a secondary, third or fourth need? So most of my clients, for example, to use masters in Korea, as an example, come because they’ve tried a lot of things and everything has failed and they just, they need clients.

They need to make. And to make money. You need to talk to more people more often with a clear message, pick up the phone and say, I do this. Do you need this? Okay. Deal. I’m making it easy, but you need to unlock that capacity to connect with people and them learning about what you do. Once you do that successfully, you say, okay.

Oh yeah. I talked to five people every day and now I have clients, but I can’t keep on doing that because it’s not sustainable. I have so many clients now. I can’t do that anymore. I need to automate it or I need to do social media. Okay, great. So my team actually can do social media for you because we happen to have an agency, et cetera, business, but I can sell something that is done for you when someone is not bringing any money yet or not.

And so whoever you are, no, if you’re listening to this and you’re a business owner is what is the first problem that most people suffer from the most of your ideal audience suffers from the most lead with that problem, at least differentiate yourself with that problem, but also know that you will be able to get an a chance to continue the journey with a client.

And that is really people collect. Their offerings into making them all available. And I say, what is the first problem? What are the other problems you solve that will ensure your customer returns? So it’s not just customer acquisition, a very expensive to get a new customer. And so it’s about what is that customer journey and what can you offer within the scope of what you want to offer of your capabilities and your skill sets and whatever that you say.

We know what most of my clients come here, but they stay for this. I have clients with been with me for five years. I don’t think they can learn anything new. I don’t know, I’m learning anything new from me anyway, but why they’re staying is because they have consistent advisory and perspective and a way to bounce ideas, but B we do the work for them.

We have actually done for you services where our clients get the work done. So they continue getting our perspective and also get something that they would have hired to hire somewhere else. And so they come from Australia, the state for the done for you. 

Close More Deals by Clarifying Your Message with Dolores Hirschmann - PWS Blog

"There's a balance between learning, getting advice, and following your intuition."

Okay. So I think about this, we do have a few business owners who listened to this show and What am I think about one of my friends who owns a business is not in the real estate space, but his product offerings are varied.

It goes from, gun parts, it’s all legal to scuba diving related 3d printed items and a few other things. And don’t mean to pick on him. I’m certainly not going to do that. But to me from the. That’s a wide variety of things. And as I think about that example in my head, if he wanted to continue to grow that business right now, it’s just a passive cashflow type of thing.

He makes money off of it, but he, if he wanted to really blow that out, I would imagine that at a certain point in a business, as a business owner, you need to step back and say, is this stuff, is this really a consistent customer base? Or do, am I just all over the place? And I need to step up. And eliminate a few things and focus on, really what we do well.

So at what point do you need to say as a business owner, maybe I need to cut off this 30% of stuff, so I can focus on or 80 20 to go with the bank cut off this 20%. So I can focus on, this other 80% that, that really, is producing results. I don’t think that’s really how that mechanism works.

Yeah. But here’s the thing. If you’re in the starting phase of a business and you haven’t really scaled. It’s actually the best time to cut off because you can’t skill it’s like you, you can’t, I’m a mom to four kids. I don’t know. I think I was an okay mom for my fourth. Had I had 15 children.

I don’t know that I would have been a good man for any of them. And so it’s almost like. When you’re in the starting phase, you want to be known for something and people say I don’t know which one to pick and commit to it. It doesn’t matter. Like when someone says, is this a great idea?

I said the good idea is the one that you’re going to hustle for. That’s it, there’s no such thing as a bad idea. Let me put it this way. How many things you see out there that are making a lot of money and you look at it and it’s that is a really bad idea. Like I can think of many of the things like that’s a useless piece of equipment or service and they still make money.

And so in 2021, I could pretty much honestly say there’s no such thing as a bad idea. 

It’s all down to execution.

Execution, commitment, and thing on it, staying on a lane. So it’s almost okay, pick a lane, be known for it. Stand out for it. Like I am the person who does 3d printing of harpoons for scuba diving.

I’m making it up. Oh, and by the way, once you buy a harpoon, you could probably buy the rope that goes with her pony. And we have some very fancy fence that will make you go faster with our harpoon.

It’s like McDonald’s was known for the bird. And then came the fries and then came the drink and then keep the combo and then give those swirly things and then came the apple by thing like, but they were known for something, it was a burger that was fast. Oh, by the way, you can have a drink with it. I don’t think they had fries at the beginning, to be honest.

And then they scaled because they were the one place I could have a quick burger on the way to the south. Once your position is up here and you have a brand and people go to you, you are a resource for thousands of people then, and it could be risky because you’ve also seen example of companies that started to get too comfortable, expanded too far.

And then they became vanilla. They were famous and then they became vanilla because they went. So there’s always a risk, right? But when you are at the level, you could expand a little bit more, but at first, to push forward, multiple products are trying to put multiple rocks up there, up the hill, a big one and roll it up and then go from there. 

And really focused.

I love that right now. We’re going to take a quick break for our sponsor. All right, Dolores, I’ve got three questions. I ask every guest on the show. I’m ready. Great. The first one, what is the best investment you ever made other than in your education? 

I think I would say the people that I have brought into my life from my husband, my partner from the people who have partnered within the business.

Like I am, I’ve invested very well in. 

Yeah, that’s great, that’s a great point. I recently brought someone into my team and, they, they bring skills to the table, but there is a ramp up period where you’re investing in that person’s skills and experience to make sure they’re learning and coming on board and that in a business situation specifically, and if it’s done that can really pay off and save you as a business owner.

A lot of time not to get into spouses and everything, which is. We had the best investment. Now we go to the other side of that coin, the worst investment. What is the worst investment you ever made? 

Hard to say probably I would say shoes and clothes. I never wore. Yeah the worst investment I ever made is an investment.

I didn’t do properly that the money I spent on things that did not. 

Yeah, I tried my hand at some options trading at one point and lost, not a lot of money, but certainly lost plenty of money on that. 

I haven’t done very well with Bitcoin Staley.

You talked to a Bitcoin person, they’ll tell you it’s only a matter of time. Yeah. 

My favorite question here at the end of the show is what is the most important lesson you’ve learned in business? 

I personally, think there’s a balance between learning and getting advice and following your intuition.

And sometimes you may Trump your gut and your intuition because someone is speaking louder or more credentials or whatever. And I think personally I have to remind myself that my intuition is pretty much an equal player in any decision I make. Again, relaying on advice to learning and exposing yourself to new information, but never leaving yourself behind.

Yeah. I certainly appreciate that. Especially given all the experience that you have your intuition is backed up by a lot of knowledge and experience and. Things that you’ve seen. So yeah. Yeah. I’ve got to listen to that. And Dolores, thank you for joining us today. This message.

This idea of clarifying our cornerstone idea no matter what business we’re in. Really seems to be a big differentiator between success and failure. It’s something that I’m thinking about a lot right now in my own business. I certainly appreciate you coming and talking with us about that today. If folks want to reach out, if they want to find you on the internet, if they want to track you down, get in touch, whatever, where can they find you.

last Thursday in clarity.com and you can hop on a conference.

Great. Thank you once again for joining us today to everybody out there. Thank you for tuning in. If you’re enjoying the show, please leave us a rating or review on apple podcasts. That’s very much appreciated that helps other people learn about the show. If you know anyone who could use a little bit more passive wealth in their lives, please share the show with them and bring them into the tribe.

Thank you for tuning in once again. I hope you have a great rest of your day and we’ll talk to you on the next one. Bye-bye.

Close More Deals by Clarifying Your Message with Dolores Hirschmann - PWS Blog

Dolores Hirschmann in The Passive Wealth Strategy Show

About our Guest

Dolores Hirschmann

Dolores Hirschmann

Dolores Hirschmann, ACC, CPCC is an internationally recognized strategist, coach, speaker, TEDx organizer, and author.  She has over 20 years experience in helping clients clarify their core messaging, vision, and market positioning to design the strategies and roadmaps needed to succeed. Utilizing her extensive background in strategic planning, pitch and message design, marketing and communications, executive coaching, event planning, and speaker coaching, Dolores founded Masters in Clarity, a strategy and coaching company where she and her team work with CEOs, founders, thought leaders, speakers, and entrepreneurs by guiding them through the clarity of vision, message, and market strategy to develop the blueprint needed for the next level of growth.

Episode Show Notes

Dolores Hirschmann, ACC, CPCC is an internationally recognized strategist, coach, speaker, TEDx organizer, and author.  She has over 20 years experience in helping clients clarify their core messaging, vision, and market positioning to design the strategies and roadmaps needed to succeed. Utilizing her extensive background in strategic planning, pitch and message design, marketing and communications, executive coaching, event planning, and speaker coaching, Dolores founded Masters in Clarity, a strategy and coaching company where she and her team work with CEOs, founders, thought leaders, speakers, and entrepreneurs by guiding them through the clarity of vision, message, and market strategy to develop the blueprint needed for the next level of growth.

Dolores is a member of the International Coach Federation (ICF) and has earned her CPCC credentials from the Coaches Training Institute (CTI). She holds a Business Degree from the Universidad de San Andrés, Buenos Aires, Argentina and has been a remote employee and virtual business owner for over 20 years.  Dolores leads mastermind groups, workshops, and speaks internationally about effective communication and audience engagement. As a former TEDx organizer, Dolores understands how to help experts, authors, consultants, coaches, and doctors position themselves as thought leaders in their field. By infusing a bigger vision into sales presentations, keynotes, and retail marketing communication strategies, clients achieve a higher level of engagement and resonance with their audiences.

 

[00:01 – 05:55] Opening Segment

  • Get to know Dolores Hirschmann
  • “I wanted to be an actress!” 
  • Dolores shares how she creatively turned her ideas into reality

 

[05:56 – 11:15] Close More Deals by Clarifying Your Message

  • Dolores talks about cornerstone ideas
    • “You don’t know what you don’t know until you know it!”
  • That ONE Thing and the Lack of Clarity
  • What’s that one thing at the heart of your business?

 

[11:16 – 23:02]  

  • A puppy is a puppy.  Finding the best copywriter for you 
  • I need help with… 
  •  Why the confused mind never buys
  • Ask yourself “What is the one problem?”
  • How to turn your problem into an advantage
  • Why there is no such thing as a bad idea

 

[23:03 – 29:46] Closing Segment

  • Quick break for our sponsors
  • What is the best investment you’ve ever made other than your education?
    • The people she brought into her life
  • Dolores’s worst investment
    • Things that did not grow
  • What is the most important lesson that you’ve learned in business and investing?
    • “There’s a balance between learning and getting advice and following your intuition.”
  • Connect with my guest. See the links below.

 

Resources Mentioned:

 

Tweetable Quotes:

“The core of leadership all comes down to being able to listen and communicate effectively.” – Dolores Hirschmann

“The best copywriter for you is your customer.” – Dolores Hirschmann

“The good idea is the one you’re going to hustle for.” – Dolores Hirschmann

————

Connect with Dolores Hirschmann through Instagram and LinkedIn.  Visit their website https://mastersinclarity.com/.

 

Invest passively in multiple commercial real estate assets such as apartments, self storage, medical facilities, hotels and more through https://www.passivewealthstrategy.com/crowdstreet/

Participate directly in real estate investment loans on a fractional basis. Go to www.passivewealthstrategy.com/groundfloor/ and get ready to invest on your own terms. 

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About Taylor

I am a real estate investor, syndicator, and host of the Passive Wealth Strategies for Busy Professionals Podcast.

I started the show because I realized that the typical “skip that $3 latte once a week” financial advice does not produce the life of abundance that so many Busy Professionals desire.

We’re here to learn how to live at a higher level.

Don’t forget to follow on Instagram @passive_wealth_strategies

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