Cynthia Mason was a successful but overworked lawyer who decided to launch a scalable offer. When her attempts to sell the new product fell flat, she realized she needed a bold new approach to sales.
Cynthia had been running her own successful legal firm specializing in brand protection services for six years. She had built a loyal following of hundreds of clients, and her first-class corporate roster included Kellogg’s and Metrolinx.
But Cynthia saw a gap in the market. It gave her the idea for a scalable product that would streamline trademark registration for cash-strapped start ups or early stage entrepreneurs — people and companies who wanted a simple, straightforward service.
That product would also be a part of Cynthia’s retirement plan. A fully-functioning standalone online business is a lot easier to sell than a law practice.
Success was in Cynthia’s DNA. She had already grown her own law firm, firmly positioning herself as a market leader in trademark law and brand protection services. But she was trapped in an unscalable business model, delivering customized services to clients seeking to work specifically with her.
Her new scalable offer was going to change that. But the offer was a far stretch from her current practice and the client expectations that came with that. She needed to align the two businesses and position her scalable offer in a way that would appeal to new customers without alienating her existing clients.
Using Message Clarity to Scale
“I was struggling with how to make the messaging for that online service fit in with the messaging of my law firm as a whole. I wanted help clarifying the messages of both streams and both business offerings, to really reflect who we are, what we do, who we serve and what makes us special.”
There was no doubt in Cythia’s mind that now was the time to act. She had been listening to the Power + Presence + Position podcast for a long time, and had always received actionable takeaways that she could directly apply to her business. “Eleanor is the queen of messaging. There’s just something about the way that she explains concepts, I could think about them in parallel to how they actually apply to my business.”
Cynthia knew she needed what PPP offers — personalized support creating a lucrative selling system that she could communicate through clear and direct messaging.
An admittedly conservative spender, Cynthia decided to invest in the Power + Presence + Position Business Accelerator (PPP) early in 2021. She had already seen results from the podcast advice she had implemented in her business and was confident that PPP would be the best place to achieve her goal of clarifying her messaging to scale both businesses. The 8 week program’s price point was appealing to Cynthia, who wanted the opportunity to gauge the impact and results of her investment.
Her initial concern was that, as a lawyer she wouldn’t be able to relate to the other founders in the program. She was also unsure if PPP was applicable only to founders who wanted to create group programs – which she had no interest in creating. But Cynthia quickly realized that she was not alone, and that the Safi Media team offered her the tools, expertise and support needed to create a streamlined, revenue-generating strategy that would achieve her goals.
“Even if you’re operating the type of business model like mine, where a group program is likely never going to be feasible, you can still have services that are within a container and promote them with messaging that will help you scale.”
Redefining Law
In the Preeminent Positioning System – which is taught in the Power + Presence + Position program, established founders focus to scale. They niche down, craft a scalable business model, and develop a powerful message that positions their company in a true Category of One.
“A lot of lawyers don’t think about scaling because it’s just not what you’re used to seeing. It’s not the typical growth or progression model. I wanted to have a coach who was not in the legal field because I wanted a business approach to growing my legal services instead of a lawyer approach to developing a legal practice.”
Cynthia started the Power + Presence + Position program in 2021 with the goal of crafting a powerful message that would deeply resonate with new and existing clientele and establish her true Category of One. She harnessed the power of marketing, niching down with a single call to action across all her engagement platforms.
Now Cynthia is blazing the trail, setting herself apart from the competition with a marketing strategy that includes digital messaging and social media.
“We’re an innovator on that front. Law firms are notoriously slow to do anything online, and they’re very risk averse. I think we’re the exact opposite of that.”
Message-Driven Results
As a result of implementing the Preeminent Positioning Strategy in 2021 — strengthening her niche, messaging and market position — Cynthia saw an immediate ROI. She achieved 40% revenue growth DESPITE the pandemic-induced downturn in demand for corporate sector trademarking services. Why? Because they got the right message to the right people. Clear, consistent messages that MOTIVATED new businesses to register their trademarks.
Based on the results she saw from PPP, Cynthia went on to join The Incubator, a year-long program that had caught her attention from the start. With team Safi’s hands-on support, she has niched down, fully-focused on building a 6 figure scalable offer for the online platform because that’s where she sees the most potential for impact and revenue generation.
“I’m getting help with achieving what the original goals were. I’m a lawyer, I’m not a marketer. My coach has been so incredibly helpful in supplementing that and pushing me in the right direction.”
Since joining forces with Safi Media in the Power + Presence + Position and The Incubator, Cynthia has been able to build a true Jewel Business, continuing her growth trajectory at 30% in 2022. She has 5X her weekly sales calls and is on track to reach 7 figures in 3 years.
“Nobody likes to spend money on legal fees, period. But you’re also struggling because people don’t understand the value of a trademark registration. That has been part of our messaging – really articulating the value of it for your business and pinpointing what the misconceptions are. I think we are doing a bang up job with that.”
If you want personalized support creating a lucrative selling system that you can communicate through clear and direct messaging, check out the Power + Presence + Position Business Accelerator.
