Kat Millar

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The Old Way Of Writing Copy Is Over

The old way of writing copy is over. There is a new way of writing copy (marketing words) that focuses on:

– People over product
– Connecting with your right-fit people
– Adding genuine value

The aim of good copywriting is to have an impact and effect on people that inspires them to take action.

If you’re a coach or consultant, or you have a service or program that you want to sell to more people, it’s super important that you know how to inspire people to take action.

Some people say to me “What exactly IS copy?!”

Copy is a funny word, isn’t it? Some people don’t like the word, as it can feel kind of intimidating.

All of us – if we have something to sell that’s going to help people solve their problem – need to know how to use our words to link people to our product or service.

There’s a gap between your service or product, and the person who needs what you’re offering.

That’s what copy does – it closes the gap.

Different pieces of your copywriting have different goals.

For example, your social media posts on LinkedIn, Facebook, and Instagram and your emails usually have the goal to bring people a step closer towards you, until you eventually make an offer to what I call your ‘right-fit person’.

If you think about social media posts for example, they are not generally designed to completely close the gap. Social media is meant to be social. It’s about building relationships and connections with people. So they’re meant to be more educational and conversational.

Other copy includes all the words on a landing page or your website, where people come to read about your product or service. This is usually a sales page with an order form that has a button that people click to buy your product or service.

The ‘buy here’ button closes the gap all the way up.

Compelling copy focuses on connecting you with your ‘right-fit people’.

There are people who are the right fit for you. And there are people that are definitely not the right fit for you.

The job of your copy is to attract the right people – the people are those who align with your energy and with what you have to offer.

The Old Way: Professional
The New Way: Conversational

The old way of writing copy was super professional and cheesy. Cheesy doesn’t work anymore. People don’t want that now. People want authentic, friendly and conversational copy.

Ineffective copy is often what’s letting people down in their business. Learning to write copy is a skill. And all skills are learnable.

You can learn it and get better at it and you can start to see a difference really quickly. You don’t need to do a two year degree in copywriting to actually make an impact. It’s the little tweaks that can make a big impact.

You don’t have to completely change your writing style. You just need to follow proven formulas and structures that work. And then you infuse your personality into writing your copy.

The challenge is: People assume that they’re good copywriters because they are good at their subject matter. Being a subject matter expert doesn’t mean you have specifically leaned the skill of copywriting.

There is a lot of freedom and creativity that you can infuse within the copywriting formula, but there is a structure and guidelines to writing content also.

You don’t start to play any game without having the right guidelines or without knowing the rules.

You wouldn’t play a game of soccer or even play a game of chess without knowing the rules, so it’s important to learn the guidelines.

When you’re learning an instrument, there’s certain notes that work well together, like C,E and G, that make a nice sounding chord.

Certain notes don’t work well together, like playing C and D, because their sound together does not work well.

It’s the same with copywriting. There’s a big difference between writing about how great your product is, and writing to influence or inspire someone to buy.

Breaking Old Copywriting Myths

There are copywriting myths relating to the old way of writing copy that we need to lay down in order to pick up the new way of copywriting.

Imagine being in an English class and handing in an essay that was written similar to how we write a social media post or email today. It would get an immediate fail!

The new way is different to the traditional way we write. One of the reasons how we write has changed, is because we are so bombarded with information now. We don’t like reading big, long sentences and long paragraphs.

People don’t want to hear old-school, colloquial and traditional language now. No one wants to read posts with long, hard words that you have to get your brain around.

We’ve trained ourselves to follow the path of least resistance, so we need to be able to make our copy simpler.

Big, fancy words is the old way of writing. The new way is conversational.

It’s more conversational, creative and friendly. It’s fun and playful, showing your personality.

There’s been a real shift away from typical, perfect grammar.  It’s now about actually understanding how the human brain learns and absorbs – the ”buttons to press’ through your copy and what inspires people to take action.

The New Way Of Copywriting

The new way of writing copy is understanding how to make people feel something and be moved.

Dale Carnegie says when you’re dealing with people, you need to remember that you’re not dealing with creatures of logic, you’re dealing with creatures of emotion.

It’s important that we think about the reasons that people take action and the reasons that people buy. People buy to fill emotional needs.

Some Reasons People Buy:

  • For popularity or status
  • To be recognised
  • To feel loved
  • To increase our time or increase our money
  • To save money, save energy and save effort
  • To be healthier – physically, emotionally, mentally, spiritually

We buy for a whole lot of reasons and we need to understand what is driving human emotions. Napoleon Bonaparte says there are two motives to action: self-interest and fear. It ties in with pain and pleasure.

When you don’t understand this, you’re just writing traditional copy that is beautiful writing, but it’s not moving people to act. This does not work nowadays. It’s not going to close the gap and bring people closer to you.

It’s the professional versus the conversational. It’s about knowing formulas and structures, and knowing the rules of the game, but also being able to infuse the rules of the game with your personality.

Find Your Own Voice And Use It

Finding your own voice is a great way to call in your right-fit people.

You can do this by to find and use your voice to repeat your key messages over and over. Then repeat these messages throughout all your different social media channels, like your LinkedIn, Facebook and Instagram.

These are different platforms, but the way you speak should be the same, because you are the same.

Your voice should be the common thread through your emails, your website and your social media posts. Your voice needs to be cohesive through all your copy, because that’s when people trust you.

The only way really to find your voice is to write a lot. It doesn’t come by thinking about it. It doesn’t come by reading about it.

You can read so many other people’s posts, but you will not find your own voice by consuming other’s posts. You find your own voice by sharing content consistently.

I was talking to a client today and we were discussing a famous leadership author John Maxwell and the reason he can write so many books is because he sets a timer and writes for 20 minutes every day.

With copywriting, it’s about writing freely and not stopping and getting stuck in perfectionism.

It’s actually allowing yourself to just get good at the craft by getting out there and doing it, getting feedback and self-correcting.

The Old Way: Method
The New Way: Outcomes

The old way of copywriting was to focus on the method of change, so that was always method focused. The new way is outcome focused, so it’s method versus outcome.

I often find people are talking about their method of transformation. They are talking about the interventions they do, or their limiting belief busters script, or a particular diet or exercise plan.

This is their methodology. The problem with that is that people don’t buy the method, they want to buy because of an outcome.

An example I encountered once was where a guy asked me to help him to change his marketing, because he wasn’t getting anyone signing up for his event.

He was running an event on how to use the kettle bell. A kettle bell is something that you use at the gym.

He had a poster and the title he used was, ‘Respect The Bell’. He had a big picture of a kettle bell. What was his problem? He was selling the method, not the outcome.

No one sits at home and thinks that they need to learn how to respect the kettle bell. But many people do sit at home and think that they need to lose weight and get fit. They think that they want to drop a dress size.

I see this all the time where people talk about their features and their methodology, rather than speaking about the outcome. We need to connect what we do with what the client is looking for and then close the gap with your copy.

Don’t make the mistake of selling your method before you’ve really imparted the vision and painted a picture of how awesome someone’s future can be.  We’ve got to sell them on the outcome.

Your copy needs to create a scene where your ideal client can see themselves.

An example is: ‘It’s Monday morning, you open your laptop and you are fully booked with clients. You are living your dream. You know this because you have learned exactly how to write compelling copy…

…You’ve followed a formula and your right people are engaging with you and booking into your calendar. People are giving you great testimonials about how much you have helped them.’

This is the power of using someone’s imagination rather than just focusing on your method or focusing on your product.

The Old Way: Volume
The New Way: Finely-Crafted

In the old way of copywriting, volume mattered. The new way is to create finely crafted copy that hits the target.

When I was working in London I had a business coach, and I remember sitting in a cafe with him once and him asking me what my goals were for social media.

At the time I was working in a gym and I wasn’t really doing a lot of social media. He encouraged me saying I had to get out there on Facebook more. Facebook was relatively new at that point.

And his goal for me was to post 3x a day. But I was already so booked up with clients.

People often ask me how often they should post.

It comes down to the quality of the post and how much time you have to create effective content.

When you’re busy and successful, you just don’t have time to be doing volumes on social media.

For example, this week I’ve got 23 clients. I don’t have the luxury of being able to sit there and pump out social media content.

It’s not about pumping out volumes of posts to stay top of people’s minds. It’s choosing quality over quantity. You want to be top of someone’s mind because you’re actually giving value, not because you’re constantly in their feed with bland copy.

There is much greater value in crafting three great posts a week, over doing six sloppy, half thought through posts. When you take the time to think about your ideal client and what they’re going through and how you can help them, people will want to share it.

When I craft my content, people often private message me and say that I’ve really impacted them and they book into my calendar.

You could buy a really cheap bottle of wine and you’d get five or six big glasses out of this cheap bottle of wine.

Or you could just have this one really expensive, beautiful glass and you can just enjoy it and savor it.

You need to have this type of thinking around your copy and content. People will start to view you as genuinely giving value to people.

You’ll get a reputation of providing quality to people, whether they are a paid client or not.

Are you struggling to attract new clients with your content?

Would you like to know how to write more compelling copy that gets people taking action towards being a paid client?

I’m holding a free online workshop on Saturday 6th of February, called  ‘How To Attract New Clients With Compelling Copy’.

I’ll be sharing the words to use to influence your right-fit people, power words, the words to avoid, and the words trigger resistance in people.

I’ll also be sharing a proven compelling copy formula that can save you sooo much time and confusion, and so much more.

You’ll learn the formula and skills to watch your income and impact transform in 2021!

Find out more about the event here

See you there!

Kat

 

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3 Things Your Business Game Plan Needs For A Successful 2021

Having a business game-plan sets the course for your quarter and your year.

Without it, you don’t have a roadmap to travel on so you can get off track and lost… With it, you have more clarity, direction and inspiration.

There’s a way to design your plan so that it feels exciting, and there’s a way that feels depressing…

A study done by the University of Scranton found that 92% of New Year’s Resolutions fail. Why?

Because most people don’t have a successful plan to go with their goals.

We all need a clear plan for our business. Creating a clear business plan at the beginning of the year will help you achieve greater business success in 2021.

Today I’m sharing with you a powerful process that you can follow to create a successful business this year.

Here are 3 things your business needs to create a successful 2021 game-plan…

1 – Have A Clear Vision

The first essential element you need is a clear vision.

I recommend that your vision is always based on your ‘why’.

A powerful vision has a few elements to it…

1. Match your vision up with the identity of the person that you want to become.

I’ve done goal setting with clients for years and I’ve noticed the difference between people who match their vision with their future desired identity and those who don’t.

When I first started out as a personal trainer in 2001, I would get people to set goals around their weight.

After a while I realised that what was more powerful for many people is attaching their vision to an identity, for example being the kind of person who consistently goes to the gym, maintains a certain dress or pants size, does a marathon, or competes in a contest.

Make your goals line up with who you want to be. This is super powerful.

Think about the identity of the business owner you want to be.

Do you want to be a thought leader? Do you want to disrupt your industry? Do you want to be a fully booked coach? Do you want to be more courageous?

I’ve been a goal-setter since I was about 8-years-old. My first memory of setting goals was having a big scrapbook with a picture of dogs on the front of it. I would sit there on a Saturday afternoon and write my goals.

My goals back then were to have a million dollars, have a pet gorilla and own a lolly shop. Goals have always been a big part of what I do hahaha…

But when I was about 20, I started listening to Tony Robbins and that was when I really started writing my goals properly.

2. Break your goals into milestones

The second important factor is to break down your goals into achievable milestones.

This is a big game-changer.

If you want to be a guest speaker on a podcast, for example, you want to think through the steps you need to take to achieve this. What steps will you take to make the goal possible?

If your goal is to do 50 Facebook Lives this year, write out your plan for how you are going to do it. For example, you could lay out your steps of doing 1 Facebook Live a week to hit your goal.

3. Set Defining Words And Intentions 

Every year I set 3 words for the year and these are the characteristics that I want to crown my year with.

In  2019, my words were discipline, fun and courage. And these words really shaped who I was in that year.

These aren’t tangible goals, but for example, if I’m the character trait of ‘disciplined’ then I will get my goals. If I’m courageous, then I’ll do consistent Facebook Lives and run more webinars and I will set my income goal higher.

In 2020, my words were explosion, ease and example. My life kind of exploded in the best possible way. Ease didn’t really happen as much as I would have liked, but that’s coming haha.

My 3 words for 2021 are fruitfulness, fulfillment and freedom.

Fruitfulness is being fruitful and having lots of self-care time, nature walks and taking time away from the business. However, when I am working in the business I’m really focused and productive.

Fulfillment is making sure you’re fulfilled in what you do. Tony Robbins says that success without fulfillment is the ultimate failure.

Fulfillment is so important, especially if you have a massive vision and you’re in this for the long haul. Fulfillment comes when you are aligned with your values.

So you want to build your goals around your values.

Do you want to know what you value?

Look at your bank statements and see what are you spending your money on, because what we spend our money on is what we value.

Look at your home. What is on your walls, your bookshelf?

Look at your Google history.

All of these things tell us what our values are. And you can have different personal values to your business values, but they have to line up with the core of who you are and who you want to be.

One of my business values is radical resilience. Being resilient means I’m not going to stress out when things go wrong. I’m not going to react when technology isn’t playing the game. I might get a bit annoyed in the moment, but I’m not going to let it ruin my whole emotional state.

Authentic expression and creativity is another value I hold. I choose to show up, be real, and not be perfect. I share my vulnerability and my struggles to my communities.

I’m listening to a great book called ‘Extreme Ownership ‘and it’s the concept of radical ownership and responsibility. It’s owning our stuff and not being stuck in blame and excuses.

Extreme ownership is taking 100% responsibility for everything in terms of my thoughts, my actions, my beliefs, my values and my behaviours.

If you haven’t revisited your values and aligned them with your vision, I recommend that you take time to do this. Our vision can change and evolve over time, so it’s good to revisit them.

My vision is to equip, support and inspire millions of people to live on purpose, doing what they love, creating and contributing from a place of abundance and freedom. My vision is to help people be authentic and live the fullest expression of their potential.

Sometimes we need to grow into our vision.  My vision is to inspire millions of people, but you start where you are at. Your vision needs to be inspiring, aspirational and energising.

If you haven’t revisited your vision wall recently, then I recommend that you do that. Put your vision up on your wall. Have it actually in your face and then make your decisions based on your vision.

Your mission then, is how you are going to outwork your vision. My mission is supporting and equipping business owners and leaders to do what they love and feel they are called to do. It’s to encourage business owners and leaders to use their unique brilliance and make a significant impact in the world.

When you have your vision and mission, then you can work out your delivery methods for how you will get your vision into the world.

2 – Have An Up-levelling Mastermind

Having a mastermind small group is one of my favourite things for enjoyment and group.

The whole purpose of the group is that it’s designed so that everyone grows into the best version of themselves and they do it together.

Doing things together is more powerful than everyone doing things individually. I love to do visioning with other people.

My sister Vicki and I do a regular summit. We call it our ‘KV’ (cavey!) Summit. We get together either in Australia or New Zealand, usually at a holiday resort or Air BnB.

If Vick is over we usually go to the Hunter Valley or Port Stephens. We spend 3 days together visioning, planning, goal setting and breaking things down into milestones at our summit.

This year we did our summer online because we couldn’t travel.

I also did a vision day with my partner Josh. We went to a beautiful park with a view and we just sat together and did the wheel of life. We talked about what we wanted, and did some coaching together which was awesome.

I did a mastermind with a couple of friends at my house also, where we literally spent 12 hours, visioning and planning. One person would take the hot seat and the other 2 would coach. It was incredible.

2020 was a huge year, and it was so good to sit back and re-vision what I wanted 2021 to look like.

I had to up-level my vision and doing it in a mastermind is so great, as everybody knows what each business vision is, and what goals they have.

Being in an up-levelling mastermind helps you stay accountable. You inspire each other and collaborate to bring out the best in each other. When you spend time with people who are going places and are reaching the heights, it’s going to rub off on you.

Who are you surrounding yourself with?

Are they influencers and high achievers? Do they want to push themselves? Do they want to hold themselves to a higher standard and potential?

Do they consistently want to meet you and not just have random meetups?

Are they committed to being reliable and supportive?

Having a supporting mastermind group is a game changer.

The great author Napoleon Hill talks extensively about the power of being in a mastermind and how it’s been such a key to his success. He is one of the world’s greats, so he’s worth listening to.

3 – Have A Focused Action Plan

Having a focused action plan where you know what you’re doing every day and every week and also where you’re heading towards that quarter is such a game-changer.

An action plan makes sure you’re not waking up in the morning and opening your laptop and getting lost in the sea of the internet and getting sucked into the internet black hole.

I moved house recently and I’ve created a bit of a different space in my office and set up my environment in a way where I don’t come into my little office until I’ve done all my morning self-care routine.

My morning self-care routine gives me a fresh mind and I can then sit down and know exactly what I’m doing each day.

I plan and schedule my day the night before. It sounds so boring, but we have to know what we’re doing, otherwise we will just waste so much time.

I’ve wasted so much time getting sucked into the internet and lost down rabbit holes. Instead of creating, we ended up consuming and it’s such a waste of our talent and our ability.

Without a game plan we become lost. Sports players have a game plan and they know if they are clear on their plan, then just need to execute it. The coach develops the plan for them.

To make your action plan, I recommend that you start with a brain dump of your priorities that you want to do for this year. It could be that you want to do more online networking, run more workshops, learn and develop certain skills like increasing your copywriting or sales and marketing skills.

Once you’ve got your priorities, then work out how you are going to measure your KPI’s. You might say you are going to spend 2 hours a week doing a Facebook course, learning how to create Facebook ads and test and measure them.

Or you might want to write 50 articles in 2021. So you set the big goal and then you set the numbers and steps to get you there.

An example is if I want to earn $100,000 in 2021 and you break that down by financial quarters. Then you have to earn $25k per quarter. So you would then work out how many clients you need each quarter to earn your target income.

Typically the year starts out slower and the growth increases throughout the year, so you might be a little bit more conservative in the first quarter. You then work out what you need to do to get those clients. That may be doing a certain amount of webinars or it may mean you need to create 5 new freebies and funnels with nurture sequences.

You work out the numbers so you have a focused action plan, so you know exactly what you are going to be doing on a Monday, Tuesday or Wednesday. Focused action plans help you keep on target with your goals and vision.

I’ve tried so many goal setting methods over the years, and I believe the 3 best things you can do straight away to ensure you are successful in 2021 is:

1 – Have a clear vision

2 – Have an up-levelling mastermind

3 – Have a focused action plan

If you’d like help creating a successful year in your business, my next free event is happening on the 6th of February, 2021.

I’ll be sharing how to write compelling copy that is going to help you attract new clients in 2021.

You can check it out here

See you over there,

Kat

P.S Want to chat one-on-one instead? You can book in for a free strategy session here.

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3 Things To Master To Hit Your First 100K

Is this your year to hit your first $100,000 in income?

Want to know the fastest way to do it?

Are you over watching everyone else succeed and you’re wondering when it’s your turn?

There are 2 numbers that you must know in your business and keep an eye on all the time. If you’re trying to build out your business, and get more clients, the first figure is what I call your freedom figure.

Your freedom figure is the figure that you need to make every single month to know that you’re free and you don’t have to work for anyone else ever again unless you want to.

Your freedom figure is the amount where you’re going to have enough to cover all your bills, expenses, your lifestyle and your savings goals and not have to stress about money. It could be $10,000 or $20,000 a month for example.

It’s the figure that will give you a lifestyle so you’re not burning yourself out, so you can take regular holidays and rest times, so you don’t have to be a slave to your laptop.

Your first 100K is usually the hardest, especially if you don’t have expert support and guidance, because it feels like there’s a million things to do.

In business, there is always so much we could be doing. Maybe you’ve got a lot of ideas, but you’re not really sure which one to focus on, and you need laser focus and clarity, so you’re not wasting time.

The second number that you need to know is how many clients you need in order to hit your freedom figure.

Let’s say your freedom figure is $100,000 per year.

You can decide your hourly rate based on your desired working hours, or you can decide your working hours based on your desired hourly rate.

If your goal is 100K, you need to make $2,000 every week for 50 weeks. You then have to divide that figure by how many hours you want to work and that’s your hourly rate.

Here’s an example calculation to work from based on desired working hours per week:

Yearly goal – $100,000

Monthly income goal – $8,333

Weekly income goal (50 weeks) – $2,000

Hours working per week goal – 10

Divide weekly amount by hours working per week – $2,000 divided by 10

= Your hourly rate – $200

Or, you might choose your hourly rate then decide that you will work as many hours as you need to hit your freedom figure.

Here’s an example calculation to work from based on desired hourly rate:

Yearly goal – $100,000

Monthly income goal – $8,333

Weekly income goal (50 weeks) – $2,000

Hourly rate goal – $150

Hours you need to work – 14

These figures give you clear goals to work from.

A lot of people don’t know their figures. They’re not clear and focused on achieving set targets. They just have an idea that they want to be happy and make something.

But successful people know where they’re heading and what they’re aiming towards, as it gives us motivation, drive and clear targets to aim for.

Once you’ve set your 2 numbers goals, it’s time to look at how we get there.

So here are 3 things you need to do well to earn your first $100,000 per year:

1 – Craft Your Signature Offer

The first thing you need to do is craft your irresistible signature offer.

This is something that a  lot of people get wrong.  You need to take the time to build an amazing and irresistible offer that’s a no-brainer for people.

People often price their offer incorrectly by charging too little or making it too expensive. They don’t have great bonuses, they don’t have great structure or a mapped out delivery method. In order to do this, you have to be really clear on your ideal client and on your message.

The way that you craft a beautiful offer that people want to buy, is by really understanding your ideal clients and what they want. You don’t want to craft a beautiful offer, full of value that no-one wants.

In order to create an amazing offer, you really need to research and get to know your ideal client so you know what they need. I didn’t know this in my first 100K in business. So I figured it out as I went along.

I had lots and lots of conversations with people and I hung out in groups at networking events. I coached a lot of people for free. I spent a lot of time with business owners and started to hear all the different problems that they had struggled with, things like copywriting, technology and sales.

These were the things that formed my offer. You don’t want your offer to only be coaching. No one wants just coaching. They want a signature system, a roadmap, a blueprint that they can follow that’s going to get them from their problem to their solution.

It’s your job to map that out and get your offer really clear, and then you need to get your messaging clear. Your messaging is the language that you’re going to use to basically show people the transformation journey. It’s the beliefs that you have that you need to communicate to your ideal clients.

You do this by educating them on the gaps so that they will also be able to get the kind of results that you’ve got. So I recommend that you spend some time creating your offer.

The way you get to know what your ideal clients want is by doing one-on-one coaching as much as you can. You will see the most transformation with people when they do one-on-one coaching.

When I first started out, I would create something for them and send it to them each time. If they said they didn’t know what to post on social media, then I would create a guide to teach them and then email it to them.

This is what started me creating my online course. I had created so many tools and resources for people, so I included them in my course.

Along with your coaching, you want to have videos and resources. There are tangible things like checklists and guides that can help people. You could create step-by-step videos for people to watch in-between coaching.

You want to have bonuses that relate to all the things that your ideal client is struggling with. One of the recent bonuses I’ve offered is my Client Attraction Accelerator program. Another was a copywriting makeover.

I’ve offered a technology session, where I get behind the scenes and share my screen with people and actually help them build out a funnel or an email nurture sequence or a Facebook advert.

The bonuses that I’ve put into my offer directly relate to the biggest problems that my ideal clients have.  The added bonuses I offer is what gets them over the line with a sale.

In your signature offer, you might throw in a VIP ticket to one of your workshops or a mastermind session. This is why it’s so important that you understand your ideal clients and what they are struggling with. This helps you understand the types of things that you can create for them.

In your offer, I recommend you have 3C’s:

  • Coaching
  • Content
  • Community

To fast-track their results, many people now recognise how crucial it is to have a coach. Whether you coach people 1:1 or in a group, people need coaching for perspective, expertise, feedback and support.

People also need content – a step-by-step roadmap to follow. This is where you need to map out your system and then teach it to people, ideally in a portal as an online course with videos and downloadable resources.

And finally, people want a community.

A lot of people freak out because they think they don’t have a big enough following or a community yet. Don’t let that stop you.

When I first started as a business coach,  one of the first workshops that I ran was in The Little Space at Bondi Junction. I ran a workshop there called ‘The Business Of Speaking’ where I talked about how to make money as a speaker.

The offer I was selling at that course was a 6-month course called Speak To Influence. It was $897 and only 2 people bought it. It was a very small workshop and I didn’t have many people attending.

It was such a valuable offer, but I just didn’t have enough people in the room. Every single week I showed up for 6 months – so 24 x 1-hour sessions of creating all new content for only 2 people.

Every week I would show up and often only one person would show, so they got one-on-one specialised sessions.  It was a great offer and I learned so much through the process, even though there were only 2 people.

Obviously, it’s good to have a bigger community, but you just start with what you’ve got. You’ve just got to start small and you run it and don’t pull back. You can gift it to friends or discount it to build the community when you’re just starting out.

Over time I grew the community and now consistently have great people in my inner circle who all support each other.

People want peers in their community, as they like going on a journey together and supporting each other.

Make sure you are clear in your offer of the benefits, the value and make sure you get the price point right for your offer.

2 – Create A Sales Mechanism

The second thing you have to master to hit your first 100K is to create a sales mechanism to go along with your irresistible offer.  Once you’ve created your offer, you have to figure out how you’re actually going to sell that offer and the sales process to get people to buy it.

Will you sell your offer on a discovery call or in some type of consult or strategy session? What are you going to sell it on? Will it be an order form, on a landing page in Click Funnels, or on your website?

If you are going to sell one-on-one coaching, (which is what I recommend), then you’ve got to have a way to get people to register for a free strategy call with you. This means you need a booking page that links into your calendar.

I use Calendly for example and I embed it into a landing page on Click Funnels so that people can book in easily online. Then they get sent reminders automatically. I have everything automated because you don’t want to be doing everything manually.

Doing business manually the old way is such a waste of time.  You just want people to book in online, and for it to all be automated. Your client gets an email with instructions on what to do, like a zoom link or maybe instructions of how you will give them a call.

Maybe you will write a written sales letter before they jump on a call, or maybe they need to watch a video or fill in one of your surveys. These are all the things you need to think about with your sales process.

If you’re going to do a webinar, then you need to plan to invite attendees into a call at the end of your webinar. Or you may need to create a downloadable freebie, to get people on a sales call with you.

Working out your whole sales process does take longer. But coming up to the Christmas holidays, you know you’ve got a bit of time spare and that’s when I personally do the things I need to do to catch up with my business.

Usually, over the summer holidays, there are fewer clients, so I sit at home and build out my processes.

If you want to hit your freedom figure, you’ve got to put in the work. You can’t just post on social media organically and expect clients to come to you. It doesn’t work that way. You’ve got to build a mechanism and a structure behind the scenes.

3 – Create Compelling Content

The third thing you need to master to hit your first 100K is to create compelling content. Your content needs to be compelling, so it draws people in, attracts their attention and engages them.

The best way to have compelling content is to really understand your ideal client, because then you’re going to use their language and you’re going to speak directly to their specific problems and needs.

Your content cannot be vague or big picture. You’ve got to be very specific with it.

Your content is the way that you get people to see your offer or see your invitation into a sales call. So really, your content is a marketing piece. You need to have a great offer and a way to sell it. You need a traffic source and lead generation strategies.

A couple of weeks ago I received an email with a freebie gift that contained 400 lead generation strategies. I think the guy was trying to be really valuable, but it was just overwhelming and potentially quite confusing for me.

You really need to pick one strategy and focus on it for a week or 30 days, instead of doing a few social media posts here and there. Using the less is more principle is powerful.

You want to get the most leads as quickly as possible. Don’t do all the lead generation strategies at once, just focus on what you will do for the next 7, 30 days or even 90 days, whether that’s paid traffic or free traffic you are aiming for.

Typically your business page on Facebook is only getting about 1% reach, so almost no one sees it. So you want to build up free traffic or a combination of free and paid traffic.

When you’re first starting out, you want to be able to validate your offer, and run it past as many people as possible. You want to help as many people as possible. This gives you fuel for your business.

Even if you have to, reduce your price and say you are going to do a partial scholarship for the first 5 people who take up your offer. You could say you are going to take $500 off or 50% off for the first 5 people who take up your offer. This is a great way to get testimonials and to get practice at getting people to your door.

You don’t want to discount by saying you are doing a beta test, or that you are discounting it, as this makes it sound a bit amateur. But if you say you are helping provide a partial scholarship or having founding members who get a reduced price it a really great strategy.

You can create something really awesome and get it set up in a week, and actually start making a lot of more money. It’s not obviously all about making money, but it is about helping people. We can’t help people if we’re broke and thinking about ourselves struggling.

If you would like some help crafting your offer, developing your sales strategies or creating compelling content, I recently ran a webinar called The Client Attraction Accelerator Masterclass.

If you missed this masterclass, you can access it here for a limited time.

Kat

P.S. Do you need some personalised support in hitting your business goals in 2021? I have opened up a few spaces in my calendar for strategy sessions, but they are filling fast and are by application only.

You can apply for your 1:1 session here.

 

 

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Fun Ways To Reflect On Your Year

2020 has been a crazy year for most people. It’s time to give yourself a pat on the back, chink your glass and celebrate your personal and business success!

With 2020 rapidly drawing to an end, I believe it’s important to look backwards at the year that’s been, before moving forward into the new year ahead.

At the end of every year, I take time for reflection on my personal life successes and my business successes and growth.

Taking the time to celebrate everything that you’ve achieved throughout the last year is so valuable.

It’s also a great way to take the learnings and grow from them.

I like taking myself on a date, where I go to my favourite cafe or park, sit under a tree, take out my pen and paper and reflect.

3 Ways To Reflect On Your Year

There are a few different ways I recommend you reflect on your year 🙂

1 – Do A Solo Date With Yourself

The first one is to do a solo date with yourself, which is my favourite thing to do. I love to go away by myself, somewhere out of the house, and sit with pen and paper and actually have a time of reflection,  and just write and write.

2 – Do A Group Reflection

The second way is to do a group reflection, and I like doing this as well. I just tied up my Influences Inner Circle Program for the year, and we went around and encouraged each other and spoke out what we admired about each other.

I encourage this group to think about where they were last year in December 2019, and none of us knew about the craziness that was about to occur in the world.

None of us knew that in March a pandemic would impact our lives as much as it did.

I encourage you to acknowledge yourself for how you’ve handled one of the craziest years in your living history.

For me, 2020 was one of my favourite years, despite the loss, the stress and way our lives have changed, but for me it was a fruitful year.

Give yourself grace and kindness, because your nervous system has been through the wringer. Acknowledge yourself for everything that you have been through, acknowledge that it was probably one of the toughest years of your life and just be really kind to yourself.

3 – Create A Video Reflection

The third way of doing a reflection is to do a video reflection. You could record yourself a video and watch it back in a year’s time, or watch it back in a couple years’ time. You could do this on Zoom, FB Live or just a video on your phone.

Share some of your highlights, what you have gained and achieved, and what you would do differently. You can do this alone, or with your community.

3 Steps For Doing A Yearly Reflection

There are 3 steps that I use that might help you when you’re doing your yearly reflection.

1 – Go Through Your Calendar

The first thing I do is I go through my calendar, right from January to December. The easiest way to do this is to do a search. I compile a list so I can see it in front of me.

I write down the courses that I’ve crewed, the events, webinars and Facebook Lives I’ve held and the holidays I’ve had.

2 – Have A Logical Process

I put mine all my information onto a spreadsheet with filters on it.

I work out how many hours I’ve crewed for other people’s events, how many events I’ve run myself, how many Facebook Lives I’ve done, how many webinars I’ve held and I tally them all in a spreadsheet.

3 – Have a Creative Process

You may also want to have a creative process of reflection.  A friend of mine took a day recently and created a snapshot of drawings of her year, a beautiful creative reflection of her life right now.

You might want to just summarise your year on one page, or put it creatively on a big piece of paper for what 2020 was like for you.

10 Reflective Questions To Ask Yourself

It’s important to have targeted questions that you ask yourself when you do a yearly reflection. This helps guide your reflections.

1 – What Went Well For You This Year?

Ask yourself what went well for you this year? What’s one thing or many things that went well for you?

I know it’s been a super challenging year for everyone, but this is important. You need to really acknowledge what you did well.

For me, being on lockdown forced my business to go full time online. This actually expanded my business. I took risks that I may not have taken if we didn’t have a lockdown.

I loved that this year I was not out and about all the time. I saved on petrol and I got to know myself a lot more. I got to see my non-negotiables, and what was really important to me.

I did my last live, in-person event in March. I did my very first 2-day weekend workshop, and then the WHO announced the pandemic. And so that was the last time I did an in-person workshop.

Despite things closing down around me, I pivoted and went fully online. This was a huge leap of faith for me and ended up being an incredible change for my business.

2 – What Are You Proud Of?

It’s important to write down what you are proud of. Is it doing your first Facebook Live?  Or was it your first time doing social media posts?

What are you proud of that you’ve achieved in 2020?

I’m proud of my resilience. I’m proud that I quickly I just changed directions and pivoted to go full time online. I’m proud that I didn’t complain, I got excited.

3 – How Have You Grown Personally?

When entrepreneurs face challenges, it shows you what you are made of.  We’re tough, we resolve challenges, we push through, we solve problems.

The leaders that are doing the best in the world, the most successful people are the ones solving the biggest problems.  They create solutions and solve problems.

I’m proud that I’ve created solutions for myself and for my community during this crazy year of 2020. I can honestly say I’ve grown so much personally in this last year. Adversity forces you to grow and expand.

It’s in a crisis that you see what’s really inside of you. When everything’s calm, anyone can be calm, peaceful and joyous. But when the rubber hits the road and when the storms come, that is when your true inner strength comes out.

The storms show you what you’re made of. They force you to step up.

Write down all the areas you have grown personally this year. And boy, it’s been a crazy year where we have all had big chances to grow personally.

3 – How Have You Grown Professionally This Year?

The next question to ask yourself is, “How have I grown this year professionally?”  Ask yourself what have you done professionally that has caused you to grow?

For me, I’ve been able to be able to build a strong community, which was really my big desire. For years, I’ve desired a really amazing community. And I’ve now got that. And I love every single one of my clients. I love working with them all.

I’ve said no to people throughout the year, so I can just keep saying yes to the right people. And I’ve finally got a book of clients that are incredible. I don’t just take anyone. I’m selective.

This requires a lot of faith and trust to believe that the right people will come to you if you allow the wrong people to pass by. I’ve let go of people that haven’t been the right match go,  in order to keep spaces open to the right people.

I’ve run multiple different groups. I have the public community and I have 2 private communities. One community is the Client Attraction Accelerator and the other community is my Profit From Presenting Mastermind.

In these communities people grow professionally as individuals and they grow corporately also. I’m seeing the power of community and people encouraging and inspiring each others.

5 – What Did You Learn?

It’s important to ask yourself, “What have I learnt this year?”  I did a lot of learning this year. I think learning can come as a by-product of life.

We learn from our business relationships and from the things we’ve invested in our lives. I’ve invested in 3 big programs this year, which was quite an investment for me.

I’ve always believed in the power of mentorship, but I’m really seeing my growth now. My business exploded as soon as COVID hit, and that was only because I had great mentors and because I pivoted fast.

Also I’ve attended and crewed many courses.  I’ve learned so much more about marketing,  copywriting, about Facebook ads, and there’s still so much more to learn.

I think it’s really good to be specific on the skills that you’ve been improving on and specifically the knowledge that you’ve gained in the year.

6- What Did COVID Teach You?

COVID really taught me the value of online technology. I know that sounds really funny, but we can sit at home and make money. We can have a 6-figure business, just sitting at home. And I think that’s incredible.

COVID has also taught me not to take things for granted, like going to the gym, going to church, hanging out with friends or just doing what you want. I’ve become so much more grateful for those things that I may have taken for granted before.

I’m very intuitive in business, and I’ve learned to listen to my gut feeling. I want to work with leaders who are committed, coachable and willing to learn and change. They don’t have to know a whole lot and they can be struggling, but I know I can help them.

If I don’t feel like I’m the best person to help someone, I will not take certain people on.

I know that when I invest my time and energy into people that that are going to do the work, then I’m going to grow also and the impact that I’m having on the planet is much bigger.  This is all related to my values.

We’ve only got a certain amount of hours in our week. And it’s so important that you protect your own emotional energy. And you’ve got to go with what feels right.

7- What Has Changed That You Don’t Want To Go Back To?

COVID has changed a lot for a lot of people, but it has also brought positives. I’ve seen the value of being online. I love that people in New Zealand, England and America have all been able to attend my courses and events.

There are also downsides to online, and you definitely miss the energy of live events. I definitely want to go back to holding live events. That’s something that is on the cards for me and my community in 2021, as soon as we’re allowed safely.

But what I don’t want to go back to is just limiting my events to face-to-face events and not having that ability for people to be on Zoom and benefit.

I think what’s going to happen next year for a lot of events is it will be a hybrid – online and in-person, which I think is a beautiful thing.

Next year I’m going to be having more boardroom style in-person events, and also holding them on Zoom so that they can all be recorded and other people can benefit from them.

8  – What Is One Of Your Highlights?

I know this is a similar question to others, but what is one of the highlights of your year? What is one thing that really sticks out to you as being a real highlight?

I think one of my highlights was my birthday, because I got thoroughly spoiled, and it was just absolutely amazing.

9 – What Is One Of Your Happiest Moments?

What was one of your happiest moments in 2020? Just a time where you laughed and laughed and laughed and couldn’t control yourself.

Is there a happy moment that you can pinpoint as being one of your happiest of the year?

10 – What Advice Would You Give To Yourself In 2019, If You Could Go Back?

This is a fun one and it’s really interesting. What advice would you give to yourself if you were back in 2019? If you could go back and knowing what you now know, what advice would you give to yourself?

I think I would tell myself to be prepared for anything. To appreciate everything, because anything can just be taken away in a moment.

I encourage you to do these 10 reflection questions by yourself – take yourself out on a private little date with yourself and reflect, and also in a group as well.

This way you can go forward into the next year, taking the learnings from the last year and running with them into the new year.

Have a wonderful, happy new year and may your 2021 be very prosperous, successful and fulfilling!

Have fun with your friends and family, no matter what’s going on in the world and remember to take lots of deep, refreshing rest.

See you in 2021!

Kat

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3 Ways To Instantly Get More Eyes On Your Posts

There are 3 main things that make your social media posts instantly more attention-grabbing and they’re often not what people realise.

If you’d like to create more compelling posts that really catch people’s attention and stop them from scrolling past you, then you are in the right place.

People scroll so fast on social media that you are literally one scroll away from losing someone’s attention.

So, if you want to stop people scrolling and you want someone to stop and read your posts and absorb them, I’m going to share 3 things that you can do in your posts and these have been a game-changer for me.

These are three of nine things that I share in my full content on this topic, but in this video I’m going to be sharing the top three.

These are principles that you can use for social media posts, as well as  any type of content creation, including emails, blog posts, and videos etc. If you have these 3 things in your content, you will grab people’s attention and hook them in and they will give you their time.

1 – Curiosity

Curiosity is that thing that hooks people in. It’s the thing that gets people to open your emails and to stop the scroll.

It’s the reason that the news readers always open a loop by saying something like, “After the break a woman got stabbed while she was on the roof of a car and we’ll tell you why…”

This builds curiosity and it makes you stay to learn more (if you’re that way inclined). Curiosity is the thing that makes you want to reply to something on Facebook, because a loop has been opened in your brain.

Our brain is designed to close loops. So for example, if someone starts saying something and then they get distracted, they’ve opened a loop in your brain. Your brain needs the closed loop to finish the story, and if something is unfinished, your brain often holds onto it.

There’s some really cool research that was done on waiters who were given the orders, and they discovered that they would only remember the order until the person actually paid. As soon as the person had paid, it closed the loop and they stopped remembering the order.

Their brain kept that loop open, because they needed to remember that information, until the person actually paid. Then their brain deleted that information to free up more space in their brain.

This concept of opening a loop in someone’s mind is your first line of your social media post is designed to hook someone in, like a fishing rod.

Once you’ve got them in, then you’ve got to keep them on the hook. So essentially if we fish someone in, we’ve got to hold on to them before they run away.

When you create curiosity, people can’t help but want to read more. Our brain is designed to close loops. So if we see something that opens a loop in our mind, our brain seeks to close it.

We can open a loop by asking a thought-provoking question or making a bold statement.

A bold statement makes someone say, “Hang on, what do you mean?” And they read the second line.  The second line gets then to the third line and so on.

The subject line of an email, for example, is the most important part, because you need to grab attention with curiosity so that people actually come behind the door (so to speak) and read it.

When you speak your ideal clients language, they get curious. To do this, we’ve got to be super clear on what they want.

I recommend you create a quadrant of dreams, desires, fears and frustrations and have these in front of you when you’re creating content.

When we know these four things we can feed the curiosity. People only stop scrolling if they are curious and if the content is relevant to them.

You could use a bold statement like, I dunno “The Queen just ate a spider.”

That’s a bit of a bold statement, but if it’s not relevant to the person reading it, it will not grab their attention.

If you want to get someone reading your post, you have to speak their language – with things that matter to them.

You have to tap into the dreams, desires, fears and frustrations of your target market. So you might say something like, “Do you ever feel XYZ?”

Or you could state a bold statement like, “The ONE thing that I used to XYZ.”

This builds curiosity in a person so they think “I HAVE to know!”

2 – Contrast

Using contrast is all about showing the two different worlds – between someone’s current reality and future.

So, if you think about it this way – all of us have two different worlds that exist in our lives. You have your current reality and your future reality.

You want people to show people how they can come over to their new desired world, so you’ve got to really make it clear in the contrast between the two worlds.

For example, we all have a health bridge – where we are in our health right now, and then where we want our health to be.

We all have a financial bridge. A relationships bridge. We have it in every area of our lives. Where we’re at, and where we want to be.

The contrast is the two worlds and the bridge is the piece of content that we’re creating to bridge the two worlds.

So if you are someone who helps people manage their money for example, you’ve got to talk about the current reality, and you want to use visual and emotional language that is very specific and descriptive.

You could say something like, “When you open up your banking app, does your heart sink because you’re missing a couple of zeros at the end and you really need to pay rent?”

You are talking about their existing world and you’re building that picture of the current frustration.  Then you start talking about how good it would feel to open your bank account and know that everything is sorted and you don’t have any financial burdens.

You can use kinaesthetic language that people can relate, like that feeling of relaxing, dropping their shoulders and knowing that everything’s taken care of when then open their bank account.

We’re building out some feeling and emotion, and we’re painting a visual picture between the contrast of now and the contrast of what’s possible, and we are highlighting the gap in between. We have to show people where they are and where they want to be.

And if you want to engage people and hook them in, you want to be really clear on those two worlds.

An example of highlighting the gap is this. Right now you’re learning about how to create more eyes on your post.

But you also need to know what kind of calls to action are most effective, how to create a landing page, how to set up an automated booking system to book clients in online. How do you actually convert those leads into paying clients?

So what I’m doing now is I’m highlighting the gap. I’m teaching you some cool stuff, then showing your there’s a gap of all this other information you need to learn. You’re seeing it in action.

3 – Credibility + Connection

To attract the right people, you want to use a balance of credibility and connection.

When your content has a balance between credibility and connection, people are more likely to feel drawn to you.

What I mean by credibility, is your experience, skills and knowledge. You are giving evidence that someone can trust you.

To add credibility, talk about how many years you’ve been in business, how many years you’ve been helping these types of people, or researching and studying and diving deep into this topic.

Telling how many people you’ve worked with, and giving numbers and dates are really powerful. If you read through my Instagram posts, you’ll see some examples of this my posts.

Also talk about some areas of vulnerability, show humaneness, show that you’re relatable. This brings a connection with your target market, alongside your credibility.

There has to be balance. If you just talk about how great you are, you’re going to put people off. If you’re constantly talking about how great your life is and how great you are, you don’t give people a point of connection.

Being real and showing your human side shows that you also have struggled and you know what it’s like having to struggle alone. You want to make your clients feel as though you get them.

When you’ve got that really nice balance and credibility and connection, people like you and connect with you. And they can also see you are skilled, knowledgeable have experience, but you also are not putting yourself up on a pedestal.

You want to put your program on a pedestal not yourself.  Elevate your system. Elevate the thing that you’ve created, your signature system that gets people results.

Your experiences and learnings, have been absorbed into you like a sponge. You want to squeeze it out into your signature system. This is the system that you take people through which is a process that you take people from where they are currently, to where they want to be.

There is a great book called Compelling People which talks about the concept of strength and warmth. It talks about how people who are compelling and influential have a great balance between the two.

There was a whole lot of research on thousands of compelling people. And they found that they have this beautiful balance between being strong and warm.

We need to have a balance of being warm – compassionate and kind, but not going too far with it, as then we border on being fluffy and we don’t get taken seriously.

If we go too far on the strength side, we can come across as too authoritative; too direct and blunt. And we can put people off if we’re too far on the ends of those spectrums.

Compelling people sit in the middle, in the sweet spot.

The sweet spot is when you’ve got a beautiful balance of power and vulnerability. This is similar to the sweet spot in the middle of credibility and connection.

Think about how you show your authority and your expertise, but also balance it out with vulnerability and realness.

For example, I’ve shared about how I felt like an imposter, and I felt like I was ‘pretending’ to have a business and that I felt like I should be further along in my journey by now.

When we can have this realness of what life’s really like and that we not perfect, people feel more of a connection with us. So we’ve got the credibility plus the connection.

Curiosity, contrast, and credibility + connection – these are the 3 things that if you put those in your post, you can instantly grab people’s attention and have them reading your post.

These are three of nine methods I teach to create compelling content that engages people and makes an impact.

I’ll be sharing the other 6 methods which are based on psychology principles, in my upcoming, free online masterclass called the Client Attraction Accelerator.

It’s happening this Tuesday, the 15th of December, from 7pm to 9pm.

This is for you if you’re a coach or consultant or any type of practitioner or service based business owner and you know you’ve got the potential to help a lot more people and make a lot more money, then this is for you.

You’ll discover:

?  How To Get 7 Clients In 7 Days, using a proven, step-by-step process (WITHOUT using any pushy or sleazy tactics)

​?  The 3 Powerful Client Attraction Methods that have people consistently asking “How can I work with you?” (without wasting money on ads)

​?  The Little-Known Content Creation Techniques that will adapt & transform your business in 2021, using my psychology-based influence hacks.

​? ​ ​A Simple Tool That Shows You INSTANTLY whether your target market is niched enough and if not, how to fix it.

​? ​ ​How To Map Out Your Ideal Client’s Journey so you can get people’s ATTENTION and connect with them authentically.

PLUS you’ll receive a BONUS GIFT for attending:

You’ll Get My Social Media Success Tool Kit Valued at $97 For Free!

With step-by-step guides and training on how to use social media to get new clients – ready for you to implement instantly!

So if you are sick of sitting behind your laptop, struggling and not knowing what to do and not knowing how to get clients, come and join us.

You can register here.

Hope to see you there!

Kat

 

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