On this episode Bella spends time with Lain Ehmann, Marketing Strategist at #FastLain. Lain Ehmann Listen in as they talk about the mistakes small businesses make on their websites, including telling a story that your audience wants to hear vs. telling the story you want the audience to hear. Be mindful of your audience. You will also learn how to make that message different between the mediums. In particular, be conscious of the frame of mind people are in when they are reaching out to you vs. when you are reaching out to them. Give them something they wouldn't expect. Don't sell them. Messaging, which is "communications branding", is critical to success. It is the message you are going to consistently send out to your audience that also helps you distinguish yourself from others in your niche. As a bonus, doing so may even allow you to charge more. "Messaging is a tool to do that by defining who you are, what the value is that you provide, and the audience you provide that to." - Lain Ehmann The next logical step in the process is helping customers see that you can solve the problems they have.  You can drive customer motivation by tapping into their "pain points". Bella recommends that you include the benefits of your online scheduling as part of your messaging.  Lain says that playing up your "secret sauce", that unique niche that  you have identified, will help you reach those who need that service and even build your standing among those who don't because they see how much you care. They  also recommend doubling up on your marketing. For instance, doing a Facebook live with tips about dog walking and then putting a link to that under your services page. Another common mistake Lain points out is that often business owners speak from their point of view and assume that the audience knows everything that they know. In fact, educating the audience should be an important part of your efforts. Make sure they understand the terminology and services you are offering. Lead them through your site to the call to action. About Lain Lain is a bestselling author and communications strategist, who specializes in helping six- and seven- figure entrepreneurs uncover hidden profits and potential – FAST.  Her superpower is saying what your customers and clients really need to hear, to get the results you want as quickly as possible. Links mentioned in this episode Get in the - #FastLain at http://www.fastlain.com. Free messaging guide: http://lainehmann.com/messagingdl Subscribe To The Show: Transcript: This is episode 56 of Bella in Your Business. Welcome to Bella in Your Business, where Bella will discuss anything and everything about your pet sitting business to help you land on target. So get ready, Bella’s got your chute. Let’s jump. Welcome to another episode of Bella in Your Business. My name is Bella Vasta, your host, and today I have Lane with me. Lane and I actually met at a local conference where it just felt like everything there was lit up by the Holy Spirit. It was an electrifying time leading to electrifying relationships. Lane and I have only known each other a few short weeks, but after meeting her once, she was someone I was drawn to, and I just knew I had to have her on the podcast for you all. Lane is a bestselling author and a communication strategist specializing in helping six- and seven-figure entrepreneurs uncover hidden profits and potential fast. Her superpower is saying what your customers and clients really need to hear and getting the results you want as quickly as possible. She calls it getting in the “#FastLane.” Lane is here today to talk to us about the messaging we project to the world about our business and how we can become even more laser-sharp focused when landing the exact kind of people we want. Lane: Thank you so much. When I sent over my bio, I thought I didn’t add in my two dogs, because since this is a pet-friendly show,