There is a big difference between content that gets you likes, and content that gets you clients.
And it’s not just the dollars that come with gaining clients. I have discovered 3 simple tricks that will make your content 100% more compelling.
Content that gets you likes may be interesting and entertaining. It might be a little educational.
But there are depths and layers that we can add to our content, which inspires people to actually take action as a result of reading your content, and this is our ability to influence through our content.
Influence is the ability to inspire someone to take action to get more of what they want. To influence someone, you have to go deeper into their subconscious mind.
Lots of people are producing content, creating videos and getting themselves out there online now, but not many people have a solid, consistent, client database and income.
Success is not about just people liking and commenting on your posts. The most successful people actually aren’t spending all this time on social media checking likes and checking comments.
The most successful people are too busy servicing their clients to worry about that.
Once you know how to create influential content that is compelling, your whole world expands and opportunities open for you.
It doesn’t mean you’re better, it just means that people position you and see you differently. More people contact you to speak on their podcast or in their Facebook group. That’s what happened when I shifted my live events online.
When I was started shifting all my events online, I had many invites to speak to various groups and on podcasts. This was because I was consistently showing up. I was willing to consistently show up with content that influenced.
I challenged myself to not just create ‘How To’ content or ‘Step by Step’ content, but to go deeper into people’s subconscious mind, because that’s how you influence. When you understand the drivers below the surface logic, then you can get more people booked into your calendar for strategy sessions and discovery calls.
Influential content is crafting your words in a way that makes people want to take action, and take that next step towards actually working with you.
Whenever I put out a new blog or a new video, or send a new email, I’ve really crafted it and thought about the how to make it compelling and influential. Typically people reach out to me and book into my calendar or webinars, or they contact me privately.
Crafting influential content works. You don’t have to have 1000’s of people on your mailing list, you just need to know how to influence people.
When you have developed the skill of influence, people will reach out to you for PR opportunities and for joint venture opportunities.
You will find the whole world opens up to you and it’s not by chance. It’s because you know how to arrange your words in a way that speaks at the subconscious mind.
It’s about knowing how to awaken desires within people, to make them want to learn more, and motivate people to move away from their pain.
Bob Guest talks about credibility. He says it doesn’t come from just having knowledge. They say knowledge is power, but it’s actually only potential power. Credibility comes from getting people results.
When people want to succeed, they seek advice from people who get results and who are further along in the journey than themselves. It’s not just about teaching something to people, it’s about your ability to communicate your value so that someone wants to follow you because you get results.
1 – Influential Content Is Conversational And Natural
Influential content needs to be conversational and natural. People want simplicity and they want something they can understand easily.
People are influenced when they trust you. Who do we trust the most? We trust the people closest to us. We trust certain family members, our friends, and our partner.
Our content can sound so formal when we would not speak that way with our friends or family if we were chatting over a coffee.
When you create content, you need to speak to your clients as though you are speaking to a trusted family member or friend.
We also do this when we get on video. I look back at my first Facebook Live and I cringe! I was so unnatural. It’s not easy to be yourself when you get a camera in front of you.
When things are not natural and they are hard to read, or when you sound like a robot, your readers lose interest quickly and they scroll on by. So you want to write like you’re just sharing to a friend and write in a conversational tone.
That is what makes it influential. We are more influenced by our friends than we are by a marketer online, or by a business person online. We are influenced by the people that we trust and the people that are closest to us.
Forget what you’re taught in school and everything you learned in English, in terms of things having to be in perfect grammar. When you write as you speak, your writing is going to be more influential and you’re going to be 95% ahead of everyone else, so just keep it casual.
2 – Influential Content Speaks To The Subconscious Mind
There was a study done by Harvard, that shows that 95% of our buying decisions are made by our subconscious mind. When you think about buying, it’s all about influence.
When you buy something, it’s because you’re influenced in some way by the colour, shape, the words or the sound. Something influenced us to buy it. So if you want to influence people, the most essential business skill you can have is to be able to speak to the unconscious mind.
We do this by understanding the real drivers of human behavior. It’s not logic. It’s connecting with the pain, desires, values, shadow values, beliefs, and things that go beyond our logic.
For example, status is one of the 7 desires that I spoke about in the last training. The need to increase our status by something we buy is a strong driver. People are asking themselves if what they are buying will increase their status.
Other drivers could be the appearance of intelligence, looking smart, appearing powerful, being wealthy, or it could be something altruistic, like doing kind deeds. If you want to influence people, you need to understand these subconscious drivers of human behavior.
When we purchase something, we often aren’t thinking logically. It’s like doing a bungee jump. You don’t think through it as though you are going to get different benefits of it. You don’t think through the pros and cons of doing a bungee jump.
When I decided to do a bungee jump, I wanted to feel the thrill and the freedom of throwing myself off a bridge. I wanted to feel brave and courageous.
It wasn’t a logical decision. It made zero sense to throw myself off a bridge. My mom was absolutely mortified and said she wouldn’t throw herself off a bridge if someone paid her $500 million!
But yet, I chose to jump, even though it made no logical sense because it actually is not logical. It was so scary. I felt really sick afterward. There were not many benefits, but I still did it.
Influential content speaks to the side of someone that’s driving them, the side where they’ll find the money, they’ll find the way, they’ll find the resources that they need to make it happen.
If I think about the programs that I’ve invested in to teach me with my business, the most expensive one was $17,000. I had no money at the time and I had 3 credit cards full of debt. I think now that it was such an illogical decision to put myself in another $17,000 worth of debt, but I didn’t think of it like that. I thought of it like an investment into my future.
I’m so glad I wasn’t logical because that was one of the most powerful things I’ve ever invested into. It gave me an NLP certification which absolutely changed my life and the way I think about myself and the world. It gave me a life coaching certification, speaker training certification, and a business certification.
I have seen a massive return on investment because I’ve made way more than $17,000 back from that investment. It was illogical, but it felt right, because the person who sold it to me influenced me, because he pushed on those values. He helped open my future vision of myself to be a successful business owner.
So too, you can deliver content that goes straight to those core needs. And remember, it’s about emotion, not logic. When you learn to speak to the subconscious, it transforms your content completely.
3 – Influential Content Speaks Directly To A Person’s Pain And Desires
Influential content speaks directly to a person’s pain and desires and this is how we wake up the emotions. You really need to know your ideal client and speak directly to them.
You can’t expect people to be influenced by your content if you don’t understand them. And you’ve got to speak their language and know specifically what pain areas they have.
What are their fears, frustrations, and struggles in their life right now? Then you need to articulate their pain to them exactly in a way they would say it.
We used to get taught paraphrasing. When you’re having a conversation you do open listening and you paraphrase back to the person what you heard and you repeat it back exactly how they said it. So if someone said they want to get rid of a muffin top, you wouldn’t say, “Oh, so you want to get toned obliques?”
You would repeat back using their exact language.
You’ve got to use your ideal client’s exact language. And to do that, you have to get to know your target market. And you do this by having lots of conversations with your ideal clients. I’ve done hundreds of free sessions with people who are ideal clients so I could learn their language, their pain points, and their desires.
So there you have it, the difference between content that gets you likes, and content that gets you clients.
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