Kat Millar

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5 Mindset Hacks for Facebook Live Videos

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If you’re like most people that I speak to, you find the idea of going live on a video rather scary…

When I first got introduced to the idea of Facebook Live videos, I was terrified. I was used to editing my videos and I wanted them to be professional and polished.

But I realised Facebook Live videos are such a powerful way to connect with people. Plus, they are here to stay and if I didn’t jump on board, then I’d be left behind.

If you haven’t been getting the engagement that you want, the reach, connection or sales conversations booked in and you’re wondering why not, then you’re in the right place.

Facebook Live videos are so effective, because they build trust and rapport a lot faster than written posts.

As you get better at using this skill, you can grow your business fast using Facebook Live videos.

I heard an interesting statistic recently, that using companies who use videos in their marketing enjoy a 27% click through rate and 34% higher web conversions than those who don’t.

Mark Zuckerberg says:

“I see video as a mega trend, same order as mobile. That’s why I’m going to keep putting video first across our family of apps.”

You can make or break your business by avoiding videos altogether or by creating poor videos.

People remember about…

* 20% of what they hear

* 30% of what they see

* And 70% of what they see and hear

Video content is so much more memorable than written or audio.

Videos also enable you to help more people at one time. Instead of having one-on-one coaching conversations all day, you can jump on live on video and impart a message very fast to your community.

Whether people show up live, or whether they show up to the replay, you’re building your content library that’s hosted in Facebook. You can download the videos as well afterward and post them to YouTube.

If you want to be an influencer and inspire people to take action, the best way to build your community is through Facebook Lives.

They also open a lot of doors of opportunity for you. I constantly get asked to speak in other people’s Facebook groups and speak in online summits and events because I show up consistently on video.

To do Facebook Live videos well, the right mindset is key.

What we say is super important, but it’s only a small part of our communication. If you’re showing up without the right mindset, it can totally affect your Facebook Live video.

Today I’m going to share with you some powerful mindset tricks and tips so that you can show up more confidently, engage, build more trust and rapport with your followers, tribe and community.

There are the three main problems that I’ve discovered that people come up against when it comes to video:

1 – Fear of Judgment

Fear of judgment is a very common human fear. Something that helped me overcome that fear is only speaking to my people, my tribe. The people who aren’t my people will not watch this, they will be repelled by this.

Marketing is all about repelling the wrong people and attracting the right people.  It’s actually good for some people to judge you because that means you’re being bold and confident in your message.

You’re not watering it down and trying to be all things to all people. That’s the worst thing you can do as you miss your whole market.

People want to know that you understand them, value them and speak their language. It’s very hard to do that through the written word because all we see is typing and we can all look the same in typing.

We don’t all look the same on video, right? So accept the fact that there are going to be people who are judging you, but don’t worry about that.

I was so fearful of people judging me because I was judging me. And we attract what we project onto the world with our own limiting beliefs. I’m not judging myself anymore.

I see judgment as a good thing, as you know you’re in the success club when you have people judging you.

2 –  Imposter Syndrome

Imposter syndrome is a big one as a lot of people feel like they don’t know enough. We think if we’re going to talk on a topic, we need to know everything on that topic and if we don’t, then we’re a fraud.

Imposter syndrome is killing people’s dreams.

There are always going to be people who know more than you. And there’s always going to be people who know less than you. You don’t want to rob the people who can benefit from your message, teaching and inspiring stories.

No one else has your stories and your way of sharing things. There’s nothing new under the sun, but there’s different ways of teaching and applying different stories and experience, so your delivery is unique.

I used to have impostor syndrome because I was scared of those people that had Master’s degrees or PhDs in business.

But I’ve learned so much from running my own business for so many years, having hundreds of clients and spending thousands on education.

I used to think ‘Who am I?’, but I changed that mindset to ‘Why not me?’

3 –  Fear of Rejection

People often face the fear of rejection. Do you worry if friends may see your video and think, ’Who do they think they are?’

Or maybe you fear that you won’t be liked or you may be misunderstood?

Perhaps you fear that people may find out you don’t know everything about the subject and you therefore fear you will be rejected.

The problem with this fear is that it stops us from taking action and helping the people who really need and want it.

Is it time for you to stop fear robbing you from creating the success you want and helping more people?

So here are 5 mindset hacks for doing Facebook Lives:
1 – Identify the Fear

Most people have fear when it comes to doing Facebook Lives. You’re not alone. You’re in good company!

So the first step is to identify the specific fear. Call it out, tell it as it is. What is your fear?

For me, I feared that I would come across as silly. I feared that I would forget what I was going to say. I would fear that I was going to stumble across my words.

We need to step out in boldness and vulnerability. We need to shine a light on our fear.

Putting the light on is like at night and there’s cockroaches. They scurry into the dark. Similarly, when you put a light on your fear, it loses its power.

2 –  Remember Your Why

Love is a more powerful force than fear. Fear and love cannot exist together. You can’t feel loving towards yourself and fearful at the same time, because they are polar emotions.

It’s the same as with your passion. When you remember your passion and why it is so important for you to share your message, your why becomes bigger than your fear.

Remembering your why brings you back to gratitude. We get to put on a video and talk about something that we’re passionate about. I never want to take that for granted.

I’m so grateful that I get to show up on Facebook live videos. I don’t have to. I don’t think I should. I want to show up. My passion is strong enough to take me through fear.

My why stops me focussing on my fear. Humans do incredible things when they understand their why.  Your why is so powerful. When you understand your why, your fear will become insignificant.

3 –  Choose What to Believe

You get to choose what you believe. You can believe lies and limiting beliefs or you can choose healthy beliefs.

I believe it’s a privilege and honour to show up on Facebook Live. This is the mindset that I choose to believe.

I choose to believe people want to hear what I have to say. I choose to believe that what I have to say is valuable. If you focus on how hard it is or how scary it is, then you’re just going to spin your wheels and not move forward.

Facebook Live videos always bring me clients. People often private message me and say they want a free session after my Facebook Live.

I do what I do to help people, but one of the benefits of showing up and helping people on video is that those I help often become my clients.

4 –  Focus on Your Message

By focusing on your message, you take your eyes and focus off yourself.  If you’re really self-conscious about how you’re looking or how you’re sounding, then you won’t be focussing on your message.

I’m focusing on what I want to say and how I can best communicate this to you, so that you not only hear the information, but you take action.

When you focus on your message, your focus is turned off of you and onto those who you are serving.

5 –  Decide to Take Uncomfortable Action

You get to decide to take uncomfortable action. This is a powerful choice.

Doing a Facebook Live is uncomfortable especially at first. Your heart will probably race, you might sweat, stumble, find it hard to swallow. Your body will probably react because you’re stepping out of your comfort zone.

If things go wrong, it’s not a big deal. Worst case scenario, the internet doesn’t work and who cares? None of that matters!

We’ve got to show our brain that we can do things. That’s what entrepreneurs do. We don’t shy away from challenges. We show up. We take uncomfortable action and we take lots and lots and lots of action.

Your community wants to see you being consistent so that they trust you. It’s not about doing a Facebook Live every month or two. You need to consistently show up.

You don’t have to use notes, just talk about something that you know. Preparation is good, but sometimes I don’t have time to prepare.

I speak about what I know and because of that, it flows out of me. You’ve got to trust yourself, and that’s part of choosing what you believe.

If you don’t develop these skills, you will get left behind.

Want to fast-track your ability to use presenting to get more clients?

Let’s chat. You can apply for your ‘Client Attraction Strategy Session’ here.

Looking forward to connecting with you!

Kat

 

 

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7 Mistakes People Make When Running Online Events

Have you ever thought that you’d like to run online events?

Do you currently run online events and would like to make them better?

Running online events, like webinars or virtual workshops, is one of the fastest ways to attract your ideal clients, especially right now.

Having run over 100 online events, each one getting me clearer and clearer on what works, I’ve tested and measured the best ways to do them effectively and successfully.

There are so many things that you have to think through prior to an online event, like how to best use technology, what marketing to do, how to effectively structure your talk, and how to get people to turn up for your event.

Over the years working with so many different people, I’ve noticed that there are 7 core mistakes that people make when it comes to running online events.

There are some critical things that people get wrong and in this video and article, I unpack them, so you can avoid making the same mistakes.

Before I go into the 7 main mistakes, I want to first share with you 4 reasons why running online events is SO effective:

1 – Online Events Help You Grow Your Email List

Your email list – your database of people – is one of your most valuable assets in business. Obviously we don’t own anyone’s details on social media, Instagram, Facebook or LinkedIn, so it’s important to build your list.

We do this by having landing pages where people can opt in to your event, so that you now have their email address so you can continue to give them value and share other offers with them.

There are always people who sign up for a workshop and don’t turn up, but you’ve got their details and you can continue marketing to them and nurturing them in the future.

2 – With Online Events You Can Speak to More People at One Time

If you’re only ever doing one-on-one coaching, you’re very limited to the impact that you can have.

If you want to make more money, help more people faster, have a bigger reach and make a difference to more people, then online events are a beautiful way to do it.

3 – Online Events Can Help You Get People’s Attention Fast

Holding online events it’s a fast way to get and hold people’s attention. It’s very hard to hold someone’s attention by just a social media post, a blog or even a Facebook Live video.

If you run an event people get to know you, like you, trust you and build rapport with you because they have longer exposure to you, so you can inspire and educate them.

4 – Online Events Raise Your Positioning and Credibility

Your positioning and credibility are increased because not everyone is willing to take the risk of putting themselves out there.

If you’re willing to do this, it puts you more in the position of being an expert. It also enables you to educate and inspire people to take action.

Not everyone’s ready to buy straight away and they need your education so they will see the benefit they will receive when they make a change in their life.

A lot of people are resistant to change, so you can use events to educate people and them overcome their limiting beliefs.

Running online and live events has opened up so many opportunities for me and I get most of my clients through running events.

Online events are not going to go away, in fact they will only grow and ramp up – so now is the time to get in!

Now you know WHY you should be holding online events, here are the 7 mistakes I’ve found people make when running online events:
1 – Not Tailoring the Talk to the Audience

When running online events, I’ve noticed that some people speak on what they want to share, but what is so important is that you tailor the message to your ideal clients.

So you’re not being general or broad, but you’re solving the exact problems that your ideal client has.

I’ve never given a talk where I haven’t asked people for some prior input, like a survey. I’ve asked them what they want to learn about, what their main challenges are, what their dreams and goals are.

At one company I spoke at, I had one of the board of directors sit down and interview all of the instructors and staff. I listened to the recordings and created the talk based on that.

You don’t want to try and just wing it and guess.

If you are giving people what they want, if you’re speaking their language, then they’re going to get so much value from it.

You need to do your research by talking to people, going to networking events, seminars and talking to and listening to people to find out their needs.

You can poll your Facebook community, get people to complete a survey before a coaching session or at the end of a workshop or webinar.

2 – Failing to Set Frames

A frame is something that you build an idea around that you want people to have. For example, when people come to an event, you’ve got to quickly set the frame so everybody is sitting within the same frame.

There’s different types of frames, and they can include things like; the rules about the event, how you want people to behave within the event, and also beliefs that you want people to have through the event.

When people come to my workshops or my webinars, I always have a slide that says, ‘I’ve been at the top like the most successful people’. And then I’ll give a list of things that successful people do.

I put things like, ‘Successful people show up ready to learn, they stay focused, they take lots of notes…’

I’ll read through this list and that is setting a frame of how I want people to show up in that event. And if I miss that slide the event can be a bit chaotic.

I don’t want people to come and just be chilling out. If they have a question I want them to write it down, or put their hand up or write it in the chat box.

There are also frames are around how you want people to behave. There are also logistical frames, so I always have a slide that talks about making this a world-class learning environment and that we keep everyone’s information confidential.

I also let people know they will be put in breakout rooms. There’s also a disclaimer about being able to have participant’s photos taken and things like that, so you set all those frames at the beginning.

The other frames that are really important to mention are beliefs that you want your participants to have. Often I will show my private community Inner Circle’s manifesto which says ‘In the Inner Circle, we are on-mission action-takers. We operate from a growth mindset, we free ourselves from blame, excuses, and denial, we choose to value people, contribute, pursue our vision and loads of fun…’ etc.

This is setting the ‘frame’ that shows participants that in this event, we don’t focus on our excuses, we have an entrepreneurial mindset – we show up, we give things a go, we never give up and we see challenges as an opportunity.

3 – Not Adding Enough Value

I find that people often will not plan their event enough, where they give people ideas or concepts that they haven’t heard before, or they maybe haven’t heard it in a sort of way before. They haven’t really thought through what’s going to be truly valuable.

Value is what gets someone to take an action right away. Are the facts you’re presenting inspiring and educating enough to make people take action? If not, then it’s not valuable.

Value also means spending time practicing, thinking through what is going to be really useful for people. People love examples and stories of others who have taken a concept and put it into action in their life.

People also love templates and they want their questions answered. They want to be able to share with other people. This is all part of adding value.

Value is not squeezing in the content. I once heard someone say that if you squeeze in the content, you squeeze the audience out!

You want to make sure that your content is valuable, that people can apply it right away. And you need to give people plenty of time to think through things also, so they can digest the toolkit of ideas you’ve given them.

4 – Giving Away Too Much Information

This is probably the one that I have found the hardest. I just want to share so much of what I know because I’ve studied this stuff for over a decade and I’ve been in business for 17 years.

If you give too much information, it could be like standing in front of a fire hose to get a cup of water. It’s actually doing your audience a disservice if you give away too much information, because they can’t apply it.

If you say to your audience that they will learn all they need to know from this event, they will leave thinking they know everything and that’s not possible, so it’s doing them a disservice. They also won’t buy from you because they’ve got everything they need.

You also need to create curiosity. It’s called the Zeigarnik Effect and it’s about opening loops in people’s minds, where they actually realise they’ve got to spend more time with you as the educator.

Show them how many hours worth of knowledge there is to know about that subject and one way they can get that knowledge is through using your coaching.

5 – Speaking Without Structure

People want organised knowledge and people pay for organised knowledge. When you’re creating an event and you show up and try and pour out everything you know about the topic, that is a mistake.

You don’t want to just give people a whole heap of content or information and leave people to have to figure out what to do with it. You want to make it digestible and palatable for them, by breaking it down into steps or pillars.

The best speakers in the world have organised the information into a structure. If you think that they’re just winging it and speaking intuitively, believe me – they’re not.

It’s also good to refer people back to the beginning of your talk. You don’t just take them from here all the way from the start to finish, it’s good show them where they are in the system.

You also want to make sure that when you’re delivering your content, you use diagrams and images, so people can see a clear visual of what you’re explaining and show how things fit together.

6 – Being Unprofessional

This goes without saying, we all know that we need to be professional, but what does that look like?

Being professional means:

  • Having a nice quiet environment and making sure your audio is good and clear with no background noise
  • Making sure that you’ve got a good lighting system
  • Setting your computer or tablet up at eye level
  • Making sure you start on time
  • Ensuring you have nice professional PowerPoints, if you’re using slides
  • Practicing your talk before you deliver it

All of this is part of being professional.

This doesn’t mean you can’t be personable though. It really helps to add humour and your personality and flavour to it. Professionalism is not perfectionism. It about giving the most value while still being yourself.

Remember that everyone who comes to your online event or talk knows at least 50 close people that they can potentially refer you to.

Always be thinking that it’s not just the people that show up, but those people potentially know 50 others that you can reach.

Even if just 2 people show up, always give those 2 people your 100%, because if one person makes a change from what you’ve shared, it’s worth it right? And they will tell their friends.

7 – Focusing Too Much on Themselves

People are so self-conscious, they put off running events because they’re so concerned about what people might think of them and they are scared of judgment.

There are fears around if the technology doesn’t work and fears if no one turns up. I’ve had all these fears and different limiting beliefs myself.

Instead of focusing on the fears, focus on the good result possible, not the negatives.

I’m completely detached from who comes to my events. I care about the people attending as people, of course, but I believe that whoever turns up are the people who are meant to be there.

I don’t focus on money, I focus on doing your best work and preparing well for the event and give it your all.

I put aside days and days to create my events. I give myself feedback after events on all the things I could do better next time and I take on board all the feedback that I get from people who attended.

Turn the focus away from yourself and onto focusing on the value you can offer people.

That’s how you grow your business.

Here’s a review of 7 mistakes people make when running online events:

1 – Not Tailoring the Talk to the Audience

2 – Failing to Set Frames

3 – Not Adding Enough Value

4 – Giving Away Too Much Information

5 – Speaking Without Structure

6 – Being Unprofessional

7 – Focusing Too Much on Themselves

Would you like to learn the presenting formula that I use, so you can run online events that attract new clients?

I’m running a workshop on Saturday 4th July that will show you how to present effectively, and use online events to attract clients and build your business.

In this workshop, you’ll pick up the tools that you can use to run effective online workshops and webinars….

…so you can not only be successful in your presentation, but know exactly how to get people to show up, engage and take action.

Click here for details of the ‘Grow Your Business With Online Events’ workshop

 

See you online soon!

Kat

 

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5 Powerful Ways To Be Engaging And Effective On Video

Would you agree that it’s pretty important in this day and age to be effective and engaging on video?

Have you noticed that there are some people who are charismatic on camera, and there are some other people who are boring, and cause you to switch off straight away?

Have you seen people who have great knowledge to share, but don’t deliver the content well?

Right now so many people are online, more than ever before in history!

So it’s even more crucial that you have the ability to be able to show up on camera confidently and be able to connect with people, fast.

Do you want to be able to show up and be able to connect with people super effectively  on video?

Would you like to create a better connection with your audience so you can build rapport with them and influence and serve them better?

In this video and article, I share with you 5 powerful ways to be engaging and effective in your videos.

1 – Speak to Your Ideal Client

It’s so important that when you’re sharing on video, that you speak to your ideal client.

The reason that so many people get nervous, is because they try and talk to everyone. They’re talking to the masses.

Right now, for example, I’m not talking to the masses, I’m talking to my community. You have chosen to read this if you’re an entrepreneur or you want to be an entrepreneur.

So that means I don’t have to get nervous and fearful because I know that I’m speaking to you, one person at a time.

I know that you want to hear what I’m talking about otherwise, you wouldn’t be reading this!

So, it’s so important when you’re sharing a piece of content that you don’t get worried about what people might think and that you’re not trying to speak to everyone.

If you try to speak to everyone you miss everyone, and no one connects with you.

It’s so crucial that you use the right language that’s going to connect with that person so that they feel like you understand them, that you understand the problems and challenges they are facing.

Many people struggle to do Facebook Lives, so if that’s you, you’re not alone – you are among the many people who struggle.

I definitely struggled when I first started. I resisted doing them for some time because of fear. Our bodies do interesting things when we are nervous and fearful, but it’s the meaning we put to it that determines our body reactions.

Being nervous is a similar physiological effect to being excited.

So instead of saying to yourself “I’m scared” or “I’m nervous”, tell yourself that you’re expanding. You’re growing, you’re stepping out of your comfort zone – and this is exciting. It’s an amazing way of developing your self-worth.

Make sure that you keep showing up and proving to your brain that you’re fine. No one died and nothing dangerous happened!

2 –  Aim to Be Professional and Personable, Not Perfect

You want to be professional. By professional I mean, be organised, structure your knowledge, make sure that you have it set out in an organised way.

Have 3, 5 or 7 points. Our brain loves odd numbers and it’s been proven by research. If in doubt go with 3 points! The brain loves that number 3 as it feels like completion.

Make sure that you show up in a way that’s beneficial to your viewers and that’s what I mean by being professional. You do not need to be super polished and perfect. In fact, the time that you do a perfect Facebook Live, it may well be a boring one!

The things that go wrong last minute, make you human and real. Make sure that you’re personable, friendly, tell stories, and be humble. Don’t try and show that you’ve got it all together. People can relate to you not being perfect.

Make sure that your content is digestible for people, so it feels easy to apply. Don’t use a lot of jargon or confusing words. People want simple, real, authentic and they want it to be personable so they can relate.

3 – Maintain a Quality Connection

There are 3 main problems that I see that people come up against when doing a live video when it comes to maintaining a quality connection with their ideal clients.

1 – I notice people don’t use a formula or structure, so people are winging it and go off on tangents, losing their connection with the viewer.

2 – People focus on themselves and not on their message. People are concerned about how they look or are coming across instead of being present. Not being present when speaking to people is a big way to lose connection.

3 – People don’t know how to effectively maintain a quality connection with people on video. To maintain a connection, be sure that your camera is set up at eye level so you are looking eye-to-eye with your viewer. Make sure you look into the lens.

Finally, don’t use notes. Trust yourself that you know your content and stick to your genius zone.

4 – Speak Within Your Genius Zone

Make sure that you are speaking about topics that you understand and that you are an expert. This will help you with not needing to use notes. Always stick within your genius zone.

Don’t be researching, an hour before you’re about to go on Facebook Live and reading everyone else’s stuff. Stick to speaking about your real-world, tangible results and talk about the things that you’re the expert at.

Don’t just state facts and information. People can get information from Google. They are showing up to listen to you on video because you have personality. You have different ways of saying things, stories you can talk about and share with people what’s in it for them.

3 really powerful words you can use that are simple little words that make a huge difference is ‘so you can’.

If you add ‘so you can’ to the end of your content and insert the benefits your clients will achieve, suddenly your content comes to life.

An example of this is saying, ‘Do you want to show up effectively on video so you can be the trusted expert in your field?’ ‘So you can’ raises your level of positioning in your client’s mind.

I’m also clear on the benefits of what I do as a business coach. I’m not afraid to talk about those benefits, because I’ve worked with hundreds of people that have had life-changing results.

You’ve got to be confident in your benefits and don’t just talk about the features of your coaching program. Talk about what’s in it for them and why they should invest this money and time into your coaching program.

Finally, have fun, smile, and enjoy it.

How do you feel when someone’s super serious and rigid, like they’re giving a university lecture?

You lose interest right away, right?

So smiling, and having fun helps build and hold a connection with people.

5 –  Follow a Formula

Following a formula allows you to build a deeper connection because you won’t be going off on tangents, trying to think about what to say.

Instead, you’ll feel organised and structured, speaking with a framework. You can be intuitive within the framework, but you don’t want to just rock up and rely on your intuition to tell you what to say without any planning or organisation.

The best speakers in the world all follow a formula. They are not just winging it. If you think of the best speeches you’ve ever watched or some of your favourite speakers, they have practiced and rehearsed it following a structured formula.

When you’ve practiced, created a great structure, you’ve got your points and you really know your topic well, you can be more intuitive and it will come across natural and will flow.

If you don’t have that structure or formula, that’s where you get nervous and can ramble.

So it can help to have the values, benefits and plan in your mind when you’re delivering a piece of content.

Would you like to learn the full presenting formula that I use and teach, so you can grow your business?

I’m running a workshop on Saturday 4th July that will show you how to use online events to profit from presenting and make a bigger difference in the world.

In this workshop, you’ll pick up the tools that you can use to run effective online workshops….

…so you can not only be successful in your presentation, but get people to show up, engage and take action.

I’ll be going through all of the strategies that I’ve used to not only present effectively, but how to use online events to attract clients and build your business.

Learn More About The ‘Grow Your Business With Online Events’ Workshop

Kat

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7 Reasons Why People Don’t Buy & How To Overcome Them Through Your Content

Are you a service-based business struggling to get clients?

It’s so important that we understand the psychology of the people who are in our communities and following us…

…and understanding the deeper mindset of people who may buy your services.

I’ve found there are 7 reasons why people don’t buy.  In this video and article, I unpack those 7 reasons and give you the keys to overcome them through your content.

1 –  They Don’t Trust You

Now more than ever, building trust is key for connecting with your ideal client.

How we can overcome this through our content is by showing our credibility.

You want to remind people of your experience, skills, knowledge, and make sure you do it confidently.

(When was the last time you bought a service from an unconfident person??)

You might be thinking you don’t want to come across as bragging or being vain, but if you don’t sell yourself, no one else will. You need to be confident in order to build trust.

Think about someone who you have invested financially in, whether they are a relationship coach, a business coach or someone similar. You invested in them because you trusted them right?

Another great way to build trust is to be consistent in our content.

As a service-based business, trust is built through consistency and repetition. It’s about regularly showing up, putting out quality content in blogs, videos, Facebook Lives etc. and giving value. This increases your credibility.

Show up consistently and share about how you have helped people.

Talk about your years of experience and highlight your strengths. Talk about how many people you’ve worked with and who you’ve trained under for example.

If you haven’t got any clients yet, talk about the education that you’ve done.

You could state that over the last 20 years you’ve been fascinated by personal development and you’ve done xyz courses and you’ve read specific books.

You can say you’ve been researching your topic for xyz number of years.

You can also talk about your mentors and their success.  No matter where you’re starting from, you have to show your credibility, you’ve got to play to your strengths.

2 – They Don’t Trust Themselves

The next reason people don’t buy is because they don’t trust themselves to get a result.

This is one of the hardest reasons to overcome.  People may trust you and know you can get them results.

However, they may not trust that they are going to do the work to become successful themselves.

People have to be pretty vulnerable to admit this. There are not many people want to admit that they procrastinate or may prioritise other things over your service. Often people will give an excuse rather than admit.

Who of you have downloaded a course and never logged in? I have started so many online courses and haven’t finished them! I know I’m not the only one!

The success rate is less than 10% when people undertake online courses. This means 90% of people who sign up for a course don’t actually complete them.

People don’t always trust themselves to complete a course. You can layout how easy it is, in a step-by-step manner and still, some people don’t trust that they are smart or savvy enough to actually do it.

3 – They Don’t Trust External Factors

There may be a problem with your industry in general, so the trust may be low in the public’s perception of what you do. This is where you’ve got to show how you’re different.

For example; someone may have had a bad experience with a yoga teacher and they may paint you with the same brush if you are a yoga teacher. So, it’s really important that you show how you’re different.

When I was a personal trainer, I had to always overcome people’s negative perceptions. Some people thought that I was going to be nasty and make them do horrible things that they didn’t want to do. People were surprised when I told them that I won’t make them do anything they don’t want to do.

You’ve got to use your content to overcome these objections that potential clients are thinking and show how you’re different.

4 – They Don’t See The Value

When people don’t see your value, it’s rarely a problem with affordability.

You may think about having having some lower price-point products, so that people could jump onto your online course or group coaching program, for example, if they can’t afford your one-on-one services.

Creating a payment plan is another good option to offer people.

Obviously you’re not targeting people who are completely broke, but you’re targeting those who are your ideal client and have money to invest. You can’t build a business trying to convince people who have no money to pay you money.

People will invest when they can see a return of investment. You need to show people the possibility of getting more back than what they are paying for.

Fear of change is the number one fear in humans. Offering people a solution in which they have to change can be daunting. So you have to show them that change is safe, that they can do it and you are going to support them through it.

You also need to show people that they are going to get more back from investing in you and your service. We typically fear change because our brain doesn’t want to suffer a loss.

So you need to show people that they are going to get a great return for their investment.

Give evidence-based case studies and examples to support your claims.

5 –  Fear of Negative Emotions

Fear of negative emotions can range from disappointment, that people may not get a result.

The negative emotion could be guilt. Guilt could come from people paying and feeling guilty because they’ve wasted your time.

Someone may have issues of not wanting to invest money if they’ve got a partner and feel guilty for investing in themselves.

Any kind of worry, doubt, any type of fear, guilt, or shame can stop people from wanting to buy. You can overcome these doubts and fears through stories and FAQs.

For my Accelerator program, on my website, I have commonly asked questions, so people that are asking ‘What if…’ or “Can I put this as a tax write off?’ I give them answers to their questions through the content on my landing page.

6 – Fear of Failure

Fear of failure can be a massive one with people. It’s similar to the fear of negative emotions but it can stand alone, especially if they’ve tried a whole lot of things before and you have perceived themselves as failing.

Taking another thing on could be a challenge for them.

If you’re a weight loss coach, for example, and your ideal client says they trust you and they trust themselves, but what if it fails? What if they fail?

You need to call these things out in your content by saying something like “You might be wondering…”

7 – Fear of Success

Fear of success is fearing that something will actually work! This can be tricky, but people do have fear of success.

What happens if I do get that result? What might that mean? What if I lost my relationship due to the success? What if I lost my job?

This is where you call it out in your content. So in your Facebook Live videos, in your content and your blogs, you just say, “Some people ask; “What if it works, and then because of this success I have other problems?”

And then you overcome the questions in your content, by using a story of one of your clients who had the same fears.

One of their fears may have been increased responsibility. It might mean that they may have a team of people relying on them and that brought with it a fear of success.

I’m personally getting to that stage where I need to hire more people in my business, and there is a real fear of responsibility that I’m wrestling with. I don’t want to let people down, so I’m struggling with a bit of discomfort of going to the next level.

Subconscious marketing or neuro-marketing is where we really focus on the psychology of people who are consuming our content.

Giving them answers to their questions within your content helps build trust and overcome their objections.

Many times people don’t attract the right clients because their content is not connecting with them.

By content I mean anywhere we you show up online, such as Facebook live videos, social media posts, blog posts, emails, landing pages, in your Facebook group – and anywhere else you show up online and give value.

Content is not only King… content is the Kingdom. If you don’t get your content right you will not attract the right clients.

There are people who are out there that think that clients are just going to come to them by posting on social media, without understanding that content has to be written in a certain way to overcome all these objections.

Would you like to know exactly how to put these types of strategies into your content?

I have a workshop coming up THIS  weekend, it’s going to be a value-packed workshop where you’ll walk away with your content game-plan DONE!

‪Join us at the ‘Create Content That Connects’ Online Weekend Workshop THIS weekend Sat and Sun 6-7 June 9.30am – 3pm

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‪You can check it out here

Hope to see you there!

Kat

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5 Keys To Writing Compelling Content

Writing compelling content is so important for growing your business.

Too many business owners don’t nail their content wording, which ultimately impacts their sales.

Having engaging content that speaks directly to your ideal client is more important than having lavish design.

80% of the time when your content isn’t engaging and attracting new leads, it’s because of the wording.

Content is anywhere you post online – such as blog posts, Facebook live videos, social media posts and articles.

There are 3 things you need to make sure your content is effective.

* The Market

Before you dive into creating content, it’s important that you know your market, that you know exactly who you want to attract and that’s all about nailing your niche, which is a separate topic.

It’s really important to make sure that you know exactly who you’re creating content for.

I always survey people before I offer anything because I want to make sure that what I’m offering is matching and meeting their pain-point.

* The Method

If your method of delivery doesn’t hit the mark – for example if you’re writing a blog and people want to see you on video, or if you have an in-person workshop and people want something online, then you are not providing what your ideal client needs or wants.

Or if you are running a six-month program and people want an intense six-week program, it’s not going to work.

* The Message

If you have the wrong message, meaning you’re the things you’re saying aren’t landing with people, or you’re saying the right things to the wrong people, your message is not going to match the market.

Imagine these 3 things like the legs on a stool – you need all 3 for it to stand up and be solid.

Writing compelling content is so important, especially because we’ve got such low attention spans these days.

If we don’t grab people fast, people will scroll past. We need to be able to not only capture attention but engage, connect with and help inspire people to want to take action.

Here are 5 keys to writing compelling content…

1 – Be Emotive

Being emotive means that we evoke emotion in the person who’s reading our writing. And so that means we need to be evoking curiosity. We need our readers to be thinking they want more.

Another thing to do is to open loops inside your readers’ minds. You know when you’re watching a program and there are ads that come on and they announce what’s coming up next? These are teasers and we’ve got to be doing this with our writing.

Next time you write a piece of content whether it’s a blog post, social media posts or an article think about if you’re opening up curiosity and bringing sizzle. We want to make sure people feel moved. And the way that we move someone is enabling them to imagine something.

Making people use big picture descriptions and these are abstract and hard for people to grasp. Asking people if they want to reach their potential or have success in their lives can be hard for people to visualise.

We need to use what I call visual verbs. Visual verbs help you actually picture something in your mind. An example is, if you’re a coach who helps people to find their purpose, get on track and change their career, don’t say, ‘Do you want to fulfil your purpose?’ or ‘Do you want to find your passion?’

A visual way of wording this, is to say, ‘Do you want to wake up in the morning eager to set your feet on the floor, because you know there are people waiting for you to make a significant difference to their family and community?’

People want things to be simple. They want things to be fun and don’t always want things to be formal. Make sure the words you use are emotional and are also everyday language. Formality is not always helpful.

2 – Speak Your Ideal Client’s Language

Speaking your ideal client’s language means using their key words when you describe their problems. How do they describe their problem? How do they describe the result and benefit that they want?

Your ideal client may word things differently to you. What is their industry language? Learn your ideal client’s language. How do they describe their problems? Speak to them how they will hear and connect with it.

If you’re getting stuck for content ideas, something that can be really helpful is to write down five of the most common questions you get asked about your topic.

I always get asked how I run a webinar, how to set up Facebook ads, how to get more engagement on my social media.  I write the questions down and then start creating resources for them.

I’ve got hundreds of resources now, but they’re all based on having real-life conversations with my clients, and with potential clients. These conversations form my content.

I remember a client years ago saying to me they wanted a resource that was like a social media plan and map so they could see the types of posts they should be doing. I created one for them that I now use with other clients.

Think about the questions people ask you socially about what you do. Create a resource out of the answers to the questions. Then put that on your social media and blog and link to the resource on your website. This way you are also building your email list.

3 – Use the word ‘You’ 

This one is simple, but I look back on my early blogs from 2007 when I was a personal trainer and my content was terrible.  I didn’t know what I was doing. It’s taken me years to hone the skill of copywriting.

Copywriting is basically writing to influence in any kind of sales or marketing content. You don’t want to write content for content sake. You want your content to influence people to take action.

Make sure that in your content, you use the word ‘you’ as much as possible especially at the start. Write ‘Do you feel like this?’ Would you like this?’ ‘Would you like to feel…?’ Use ‘you’ instead of saying, ‘I’ve created this freebie’, or ‘I’ve discovered…’

A good thing to do is to go through all of your content with a fine-tooth comb before you post. It does not have to be perfect, but take out the word ‘I’ and flip it to ‘you’. Insert the word ‘you’ as much as you can. People will never get sick of hearing the word of you, I promise you!

4 – Use Benefit-Rich Language

Benefit-rich language is always talking about the outcome and not the features of your program. Far too many people talk about their coaching program, their method, their modality or intervention methods.

What’s most important to the person reading is what’s in it for them.

It’s good to start with some credibility initially.

You could say something like…

“Over the last six years over working as an NLP practitioner, I’ve discovered that the patterns formed in your brain in childhood can still affect you as an adult. I help people uncover these patterns, and clean them up so they can move forward. What this means for you is you’re not only improving your relationships, but you can become a master communicator.”

There’s three little one-syllable words that I use all the time in my content. And they are three words that work! Want to know what they are? ‘So you can’.

You want to use the words ‘so you can’ a lot in your copywriting.

An example is,

‘Are you ready to learn the best content creation strategies, so you can attract your ideal clients and get fully booked up as a coach?’

‘So you can’ is like a bridge where you talk about your method, your offer or your topic and you bridge it ‘so you can’ to show what it means for them.

5 –  Focus On One Outcome

You always have to have in the back of your mind the purpose, before you create any piece of content.

I see people get muddled in their posts. They’re giving lots of value, great tips and advice, but they’re talking about too many things.

We want to have one main idea per piece of content.

You might give 3 tips or 5 tips, but it’s all around ONE compelling outcome.

Don’t underestimate the importance of this.

Keep it simple and organised.

My one outcome for you reading this is for you to be able to write more compelling content. I give 5 keys, but there’s one outcome.

The purpose of your content is to get someone to take action, not to just give them more information or to inspire people.

Whenever you write a piece of content, you always want to be thinking about the action that you want someone to take at the end of reading it.

Some people wonder whether they should include more than one call to action in a piece of content.

My recommendation is to focus on one clear call to action per piece of content.

When you have too many outcomes people get confused, so keep your focus on one outcome per piece of content.

Again, keep it simple.

Now you may be wondering, surely it can’t be that simple?

With the amount of information coming at us on a daily basis, keeping it simple is actually one of the most important things to remember in your content.

No one likes feeling overwhelmed when they consume content. They want to be educated, informed and inspired.

If you’re wondering whether you will ever have what it takes to write compelling content, let me encourage you.

No one is born with this skill. It’s developed through consistent practice.

With the use of technology like grammarly and spell check, you can create super compelling and engaging content, no matter how inexperienced a write you feel you are.

So to recap these 5 keys to writing compelling content…

1 – Be Emotive

2 – Speak Your Ideal Client’s Language

3 – Use the word ‘You’

4 – Use Benefit-Rich Language

5 –  Focus On One Outcome

 

Want some help writing compelling content?

Click here to book a 15-minute call to help you make your content pop!

Kat

 

 

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