Ramona Shaw had invested a lot of money and time trying to get conversions from her webinar, but she was spending more on ads than she was making back in sales.
The San Francisco, CA based leadership coach had forged an impeccable reputation helping Silicon Valley companies develop new managers into great leaders. Her services were proven. She had a long list of happy repeat clients. She was ready to take her firm from good to GREAT and scale from 6 to 7 figures.
To accomplish her goal, she’d need to reach more people and ensure as many new managers as possible knew about her leadership coaching and programs. So she developed a webinar and hired marketing consultants and advertising agencies to help her grow her audience, build her pipeline and grow sales.
But despite investing months of her time and thousands of dollars, her webinar wasn’t getting sign ups, messages weren’t converting and her program wasn’t selling as well as she’d hoped with this marketing strategy.
Together with her Facebook ads manager, Ramona tweaked her sales funnel and ad strategy as much as they could. But one day her Facebook consultant told Ramona that the best ad strategy in the world couldn’t fix problematic messaging.
“My positioning wasn’t solid enough to answer the question, ‘why me? And why this program versus a book or another leadership program? I just wasn’t able to articulate that in a compelling way, so sales were suffering.’”
Why Me? Messaging for Conversion
Once she saw the disconnect, Ramona says she knew she needed to work with Eleanor and Safi Media to strengthen her messaging and market position. A long time follower of Safi Media, she applied to the Power + Presence + Position Business Accelerator (PPP) in the spring of 2021.
Even though she wanted help and trusted both Eleanor and Safi Media, Ramona had reservations about investing in PPP.
“I had past experiences where I would join a group program and found the conversations were geared toward new entrepreneurs who were figuring out how to launch their companies. I was well beyond that.”
Meanwhile, Ramona had a solid six figure business with recurring revenue that easily supported her lifestyle.
The process of applying for PPP – which included a 1:1 consultation with Eleanor, reassured Ramona that she’d be joining a community of peers – established women founders who were ready to scale from 6 to 7 figures. And once she completed her first group call, her concerns were completely put to rest.
“There is an unprecedented amount of personalization. The entire team had a lot of expertise and I felt I was in good hands all along. There wasn’t this layer of marketing lingo, hyperbole and false promises. It was a true and genuine experience, realistic expectations were set from the beginning. There was clear visibility and transparency and follow through on all commitments that were made.”
A Message that Sells
Over the course of 8 weeks, Ramona partnered with Team Safi to implement the Preeminent Positioning System.
The Preeminent Position System is Part 1 of building a Jewel Business Model, a business growth strategy pioneered by Eleanor Beaton and Safi Media to 2x the number of women founders who sustainably scale past $1M in annual revenue by 2030.
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.
Ramona niched down even further, honed her message to increase conversions, and fine tuned her mechanism – the specific, unique-to-her methodology that truly differentiated Ramona and her program from a sea of other leadership coaches and books.
She also launched a high ticket group offer for managers, which she launched into the B2B market soon after graduating, generating an immediate $18K USD in sales. In May 2022, Ramona published her first book, The Confident and Competent New Manager – How To Rapidly Rise to Success In Your First Leadership Role.
Messaging and positioning skills are non-negotiable for women founders who want to scale to multiple six and seven figures, Ramona says. “You just can’t skip that part of the process. Working with a firm who truly specializes in messaging and positioning is incredibly valuable. It’s well worth the investment.”
