Generating leads isn’t hard. Generating high-quality leads for free? That’s a different story. The difference lies in being specific about who you’re attracting and speaking the language of the problems they’re experiencing.

Finding Your Hungry Audience

Joe Sugarman, one of the greatest copywriters of all time, once asked an audience about the most important element of sales. Some said location, others said traffic, branding, logo, or a superior product. His answer? “A hungry audience.”

If you want to generate high-quality leads, you need to attract people who genuinely want what you’re offering. In today’s social media landscape, generating basic leads is relatively simple. But generating high-quality leads requires a deeper understanding of your brand.

The Three Questions That Define Your Brand

Too many entrepreneurs try to build their brand around their product rather than their purpose. Your brand shouldn’t be centered on what you sell—it should be centered on who you help, how you help them, and why they should listen to you.

These three questions are the foundation of a high-velocity, high-growth brand:

1. Who do I help? (Not “people who want my product”)
2. How do I help them? (Not “with my product”)
3. Why should they listen to me? (Not “because I have this product”)

Your answers to these questions shouldn’t contain your product because who you help, how you help them, and why they should listen to you needs to be deeper than the thing you sell. Otherwise, you just look like another Bed Bath & Beyond coupon in the mail.

Discovering Your Anointing

God has equipped you through your experiences. What you’ve been through has given you authority and prepared you to help others. Your brand should align with these experiences.

I believe everyone has an “anointing”—a specific calling where everything would skyrocket if they found that groove. But most people focus too much on selling their product instead of growing their influence among people who trust and respect them.

Your anointing will likely be connected to something you’ve struggled with. Why? So you know it inside and out. If something came super easy to you, that’s probably not your anointing.

Steps to Find Your Brand Purpose

1. Identify what you’ve been through. Have you experienced abuse, trauma, health challenges, grief, addiction? Whatever you’ve experienced gives you authority because you’ve lived it.
2. Determine who you’re called to help. Usually, it’s people facing the same challenges you’ve overcome. Help the person you used to be.
3. Define how you help them. This isn’t about your product—it’s about your process. It could be a three-step system, seven laws, or any methodology that solves their problem.
4. Clarify why they should listen to you. Not because you studied it in college or took a course, but because you’ve been through it yourself.

The Power of Walking in Your Purpose

When you’re walking in your anointing and combining it with good stewardship, your business will explode. It’s the difference between making money and feeling fulfilled while making money.

Success without fulfillment is the ultimate failure. By 2019, I had generated over $30 million, written multiple bestselling books, and spoken on major stages sharing platforms with celebrities—but something was missing. More of what I was doing wasn’t the answer.

When you’re not walking in your anointing, you’re running through quicksand. You might be working incredibly hard but not seeing results because there’s sabotage happening at a deeper level.

Creating Content That Connects

One of the most counterintuitive truths about branding: the more narrow you get in your brand, the easier your content becomes. Having a specific focus helps you:

• Create more focused content
• Become known for something specific
• Attract the right audience
• Dig a deeper trench in your niche

When you try to help everyone, you help no one. Being specific doesn’t limit you—it unleashes you. With a clear focus, you’re laser-guided in your content creation.

Balance Short-Term and Long-Term Strategies

Too many entrepreneurs focus exclusively on short-term strategies like Instagram, Facebook, and TikTok. While these platforms can generate immediate leads, they’re temporary. If you took three months off, would you still generate the same number of leads and sales?

Balance short-term tactics with long-term strategies like Pinterest, YouTube, and blogging. I still get sales from content I created years ago and haven’t promoted since. Wouldn’t you like to have that problem?

Moving Forward with Purpose

When you have clarity on your brand purpose and are walking in your anointing, all your marketing strategies will work better. You’ll have:

1. More fulfillment in your business
2. Easier content creation
3. Higher quality leads who actually want what you offer
4. A business that gives you freedom instead of obligation

Don’t waste years under the wrong brand or dealing with people you don’t feel called to help. Find your true calling by getting into a relationship with your heavenly father and understanding what you’re truly anointed to do.

Check Out These Links

• Higdon Group Game Plan – Get help discovering your brand purpose and anointing