Kat Millar

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3 Instant Tweaks To Make Your Content More Compelling

If you want your content to connect and resonate with your audience, there are some key elements it needs to have.⠀

The COOL thing is, creating compelling copy is a learnable skill. And it’s actually really simple when you know how to do it.

In fact when you learn the predictable patterns, it almost seems like magic!

But it’s not magic. It’s simply knowing the proven formula.

It’s knowing the right things that you can tweak and change, so that your copy becomes compelling, engaging and attracts the right people.

If you want to make your copy more ‘poppy’, it’s about taking bland, boring content and making it stand out.

It’s doing a copy makeover to make it influential – so that people take action, and are inspired to work with you.

Creating compelling copy closes the gap from where your ideal client currently are, to where they want to be.

So here are three hacks to instantly make your copy more compelling.

1 – Push On Pain

In order to move people to action, we want to push on people’s pain points. I know that sounds a little bit horrible and harsh  but pain motivation is twice as strong as pleasure motivation.

People are twice as motivated to avoid pain as they are to move towards pleasure.

We can’t ignore this truth.

To move people to action, remind them of their pain, and the painful consequences that will occur if they don’t change.

The trajectory that we are on in some areas of life is often leading to MORE pain, but we try to ignore it.

Think about someone who smokes a pack a day. In order to keep up that habit, they have to shut the door on the little voice that tells them they need to change or else suffer the consequences.

Reminding people of the trajectory that they’re currently on is not causing more pain; you’re revealing the truth.

7 painful triggers that motivate people to act include:

Avoidance of…

  • Danger
  • Fear – e.g. emotional fear like fear of rejection, loss, failure, fear of not being good enough.
  • Doubt
  • Complication
  • Uncertainty
  • Boredom
  • Loss

These 7 things are triggers that people will take action to avoid.

So if you think about your offer and your content, how can you start to use these things in your content?

How can you push on your ideal clients’ pain points in your content?

When it comes to buying products or services, people are constantly asking themselves is going to increase their status or decrease it.

How can you show someone that if they don’t take action, their status is going to be decreased?  It’s super powerful, but it takes a little bit of thinking through.

When you take the time to really craft your copy and content, make sure that your content is engaging and compelling.

Making your content engaging and compelling drives people to take action and move towards you faster, so you can close the gap quicker than you can think.

If you write a content post that has these pain elements in it, you will find people wanting to book into your calendar straight away, get on a discovery call with you, and potentially sign up to your signature program offer. So this stuff matters.

I know this sounds like hard work, and it does take time to craft your words so they will move people to take action, but it’s so worth it. It’s a skill that anyone can learn and it’s actually quite simple, when you know the tweaks and formula, but there is some work involved.

A really compelling post can make you a lot of money.

This is why copywriting is one of the highest paid professions.

Over the last 10+ years I’ve been crafting marketing wording to attract clients. I’ve tested and proven the copywriting formulas that work. And I know from experience, when you craft your words correctly, your income will increase!

2 – Develop The Desire

Here are 7 desires that motivate humans:

  • Desire for love
  • Desire for freedom
  • Desire for increase
  • Desire for speed
  • Desire for ease
  • Desire for status
  • Desire for pleasure

If you think about all the services and products in the world, most fall somewhere under these 7 desires. The desire for freedom is desiring freedom from pain, freedom from emotional turmoil.

People want things faster, better and easier.

We can incorporate these desires into our content to make it more enticing and more appealing.

And you don’t need to be a master copywriter to do this.

You just need to know these things so you can start thinking through how you can take a piece of content and make it pop. Here’s a piece of content for a fictional company that I’ve made up.

This will give you an example of adding different elements that focus on desire:

Original copy:

‘Functional Fitness is one of Australia’s leading gyms, with a wide range of fitness classes.. We are proud of our instructors and state of the art equipment. We’re passionate about our revolutionary approach, and take great pride in our classes that are second to none.’

This has some fancy language and it’s a typical features based piece of copywriting.

The problem with this basic copy is that it’s not talking about what’s in it for the reader and it doesn’t include all these desires.  So, I’ve added some desires of added status, speed increase and ease.

Tweaked copy:

‘When you join Functional Fitness, you’ll find the most cutting edge classes that you’ll love coming back to. The instructors you will meet are super supportive, they will be there for you every step of the way, to help you achieve your goals. You’ll find our spaces fresh, vibrant and fun, so you can start feeling fitter, faster.’

You’ll also notice in this tweaked piece of copy, I used the word you, your or you’ll 9 times. The first piece of copy had no usage of these words, which is common with people’s copywriting. People want to hear what’s in it for them, not what you are doing for them.

In the tweaked copy, I push on status, so I say the classes are ‘cutting edge’. I also push on speed, so I mention people can get ‘fit faster’. I want to focus on ease so I mention the spaces are ‘fresh, vibrant’ and ‘fun’.

3 – Elevate The Emotion

We all have triggers for our emotions. We buy based on emotion, we justify our emotional decision and back it up with logic. There are some power words you can use that trigger an emotional response.

In my workshop this Saturday, I’ll be going through a full list of power words, but today I’ll share a few to get you started.

The first example is a headline:

BEFORE – ‘3 Ideas For Healthy Lunches’. You might make some content like this is you are a health coach. It does the job, but is pretty boring and bland.

I’ve changed this copy to add a little bit more of the pop…

AFTER – ‘3 Nearly Instant Cures For Boring Healthy Lunches.’

In this one statement, I’ve made it less boring, because no one wants boring. I’ve added speed by saying ‘nearly instant’. I’ve changed the word ‘ideas’ to the word ‘cures’,  because everyone wants a cure to something.

This is a simple example that shows you just how easily you can take some words and just make a headline pop. Did you know your headline is 80% of the value of your content? If you get your headline right, you will get people clicking through.

The second example:

BEFORE – ‘How To Be More Effective At Copywriting.’  This is fine. It does the job. But just adding a fine tweak we can make it pop.

AFTER – ‘Surprising Ways To Be Uber Effective With Your Copywriting’.

People love surprise. They love novelty, actually the brain loves novelty. The brain also loves curiosity, so using the word ‘surprise’ hooks people in.

The third example:

BEFORE – ‘I’ll show you how to set goals, and make sure they happen.’

AFTER – ‘You’ll pick up my unique goal setting formula (and then you name your formula), so you can finally achieve the results that you want.’

When you name things and make them a formula, a roadmap, a blueprint, a method or pillars, you’re organising your knowledge and you’re putting a framework around it.

This adds curiosity and people want organised, structured knowledge.

When you structure and name your packages well, it’s no longer just tips, it’s an actual, tangible thing. The internet is full of tips, people don’t need more tips.

When you create a formula or a roadmap and name it, you tap into emotion.

Here’s an example for a baby sleep coach:

BEFORE –

‘I’ll show you how to create a successful bedtime routine’, you can use: ‘Learn my proven strategies for a successful bedtime routine, so you can finally enjoy a tear-free story time every night.’

AFTER –

Here we are evoking emotions, which is avoiding the tears every night.

Using the words ‘every night’ is pushing on the desire for increase.

So you can see, it’s just little tweaks, but when you understand the formula to writing compelling copy, it makes a huge difference. In this example, I’ve pushed on pain, developed the desire and elevated the emotions.

Another thing that I’ve done here, is add specificity. I’ve made it more tangible so you can visualise it.

3 Copywriting Traps People Fall Into…

1 – Not Having A Formula

A formula helps you put all the pieces together and joins the dots. When you have a formula, your business can change, really fast and people will start reaching out to you and wanting to work with you.

2 – Not Having A Strategy

You need a clear content strategy or you will waste hours labouring over words.

3 – Not Having Certainty

Not knowing certainty or understanding the best methods and layers that come into the psychology of influence and how to move people towards you, can leave you and your business behind.

As a business owner, the most useful but underrated skill that you can learn is the skill of writing compelling copy if you want to get more clients and grow your business. And the coolest thing is copywriting is a skill that can be learned.

For the last 10+ years I have been crafting copy and have developed a formula that has been proven to work. I use this formula with my clients, and they get fantastic results fast.

Want help to grow your business? 

Business is too hard to do alone.

Do you need help to get more right-fit clients, free up more time and create a profitable, lifestyle-friendly business that you LOVE?

I offer a free 45-minute business strategy session, where you’ll get personalised guidance, direction, clarity, and a clear action plan.

I’ll walk you through a proven business growth roadmap and personalise it to show you exactly what you need to do to hit your financial and freedom goals. 

This is only for people who are ready and committed to change.

Apply now for your free strategy session with Kat

 

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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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How To Write Great Content, Even If You’re Not A Great Writer

Your words matter. You have skills and knowledge that people need and you can use your words to change worlds.

The challenge is, your content is getting lost in a sea of noise on social media.

Content is quickly flicked on past if our words aren’t engaging and compelling.⠀

Writing great marketing words (copy) that connect with the right people is SO essential for attracting clients to you.

Not just any clients, but the right quality clients.

Having content that speaks directly to your ideal client is more important than having great design. In fact, 80% of your marketing success comes down to the words you use.⠀

If you don’t have the skill of being able to write effective copy, then all of your marketing efforts can fall flat.

This is so sad because you have so much brilliance inside of you that the world needs.

Really the test to see if your content is working or not is to ask: is your content getting people onto your landing pages where you can help them further?⠀

Likes are not the goal. Helping people is the goal.

In order to stand out, you really have to craft your message in a way that is compelling.

Good copywriting hooks people in and makes them want to read more. It invokes curiosity and enables you to speak directly to your ideal clients using words that really connect with them.

Words change us. If you think of times in your life where you’ve changed your life for the better, it’s because of the words that have been spoken over you. Or it’s the words you’ve read and the words you’ve told yourself.

If you post compelling copy consistently, you’ll be way more likely to help people move along the journey towards working with you. And then you can help them even more.

Copy is a skill that we need as business owners, to write words that stop the scroll, connect directly with our ideal clients and provide value. ⠀

Like all skills, copy skills are learnable. Because effective copy is a science, not a guessing-game.⠀

So how do you write great content, even if you’re not a great writer?

Here are 3 powerful ways…

1 – Share Content Based On Your Uniqueness

No one else has your stories, your experiences or your uniqueness.

A lot of people are posting ‘How To..’ or ‘Three Steps To…’ posts.

But people can look those things up on Google if they want. You want to include helpful information, but people also want to hear about YOU as well.

Choose simple stories. They don’t have to be a whole hero’s journey for short social media posts.

You could share a little light bulb moment that you had, a little epiphany, a realisation or a metaphor.

It doesn’t have to be complex. An example post could be that you were out walking today and came across a sign that said ‘yes’ and it really got you thinking about the time that you said ‘yes’ and it changed the whole direction of your life.

So you just tell a little  story from behind the scene of your life. Stories create emotion and people make decisions based on emotion, not logic.

Inject your personality and some visual verbs into your story that really bring your story to life. Visual verbs are painting a picture or describing some kind of sensory experience where someone can feel it, sense it and see it in the movie screen of their mind.

Sharing content based on your uniqueness is powerful and it overcomes barriers that people may have. If you don’t tell people about you, then people are assuming things about you that may not be true.

Your audience needs to know about you and your services before they will take that next step towards you. So it’s not just sharing content on a topic, it’s sharing about you.

Your content can educate people not just on a topic, but educate people around your way of thinking and your opinion on things. It helps educate people on your take on life, what you stand for and what you stand against.

Take time to think about how you can show your uniqueness and authentic side by being vulnerable and pulling back the curtains of your life.

Vulnerability takes strength. Anyone can just hide things away and be fake, be super logical and just share steps in a process.

When you share stories, you’re letting people in on your life. As humans we love sharing and hearing stories. We’ve been listening to stories since we were little children. Stories connect people in a way that information alone cannot.

You don’t have to be an expert storyteller, but you do need to share snippets from your life.

If you think about your friends, you share stories with each other, right?

When you have a catch up with your friends, you don’t say, “Let me teach you 3 tips on how to get xyz”. We don’t usually talk to our friends like that.

To connect with your audience, imagine them as friends that you’re sharing cool stuff with.

2 – Help People Close The Gap

There’s always a gap between a person’s current state and their desired state. You can help people close the gap with your words.

This is where it’s important to know your ideal clients really well, so you can identify the gaps, so you know how to close the gaps.

Think of each piece of content as closing the gap your ideal client has, that is keeping them from moving forward into their desired state.

There might be multiple steps that you need to close the gap. Some people watch loads of my Facebook Live videos before they contact me about working with them. Other people watch one video and decide they want to work with me.

Everyone has a different time that it takes to trust you and to be educated by you. This is where I often see people make one of the biggest mistakes.

I see people put their offers of 12 week programs on their social media, but they haven’t spent the time to educate people and connect with their ideal clients.

There is way too big a gap for people to just jump from an initial meeting of you online, to signing up to a long program. It’s like you’ve never met someone before and already you are asking them to marry you.

There are 3 ways of closing the gap for your ideal clients.

1- Teach your ideal clients something new that they’ve never learned before.

2- Remind them of something they already know and may not have implemented in their life.

3- Help people see things from a different perspective.

When you’re thinking about creating content ask yourself these 2 big questions:

1- How can I help my ideal client to overcome their resistance to change and their resistance to taking action?

2 – How can I help them overcome their biggest objections to investing in themselves?

3 – Share A Thought-Provoking Question Or Statement

Thought-provoking questions and statements are so powerful for hooking people in.

Questions draw people in. For example, if you share a photo of an event.  You can either say that it was an amazing event, or you could say, ‘Do you love the energy of a live event?’ Or you could say, ‘What’s one of your favourite things about going to a live event?’

If you want to get engagement, you might share a few tips and then ask a question like,  ‘What was your favourite tip?’

I just did this at the end of my Zoom session was my Inner Circle group, where I was sharing about how to create a quarterly business plan. I said, ‘What have you guys found that help keep you motivated?’

We all shared and gave each other tips around goal setting, which was super powerful. Questions are a very powerful way of getting interaction with your content.

Thought-provoking statements are also very powerful. When it comes to an email, you want to start with some kind of shocking statement that makes people stop the scroll and read more. It could be something like an intriguing fact or a bold statement. It has to be compelling and engaging.

The more you take time to craft your content, the more people will engage with it and share it.

When I’ve taken the time out to really think about my content and really get into my audience’s or ideal client’s shoes, that’s when I really start to connect with people and they then reach out to me and book in on my calendar for a session.

Creating compelling copy is such an essential business skill and so many business owners haven’t been taught it. I didn’t realise the importance of it for years. So much wasted time!

But I figured out a formula that I now use and teach my clients, which really can speed up your ability to write great content.

I’ve now written so many landing pages and sales pages that have made me tens of thousands of dollars, through learning strategies and structures from some of the best copywriters in the world.

I’ve designed a new 1-day, free online event that I’m offering to a limited number of people for free!

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

You’ll get a step-by-step compelling copy formula, my winning psychology-based copywriting secrets, a compelling content creation guide – including the exact words and phrases to use and NEVER use… and loads more.

Plus you’ll get some awesome bonuses (like my compelling copy tool kit valued at $97) just for attending the event live!

I’ve charged for this event in the past, but recently it’s really been on my heart to help coaches and consultants develop the skill of effective copy so they can help more people and hit their income goals this year.

I’d love to help you up-level in this crucial business skill… so you can help more people – and make 2021 the year where you get fully-booked with quality clients!

Click here to find out more

See you soon,
Kat

P.S I’m not offering a free recording of this event, so make sure you show up live!

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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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3 Crucial Things To Identify Before You Start Marketing

A lot of people are out there marketing before they’ve identified a few CRUCIAL things… and they’re frustrated because their marketing is not bringing them in clients.

Before you start marketing, there are 3 crucial things to think about before you put up a single social media post, record a video, launch a website or send an email to your list…

…in order to make your marketing effective.

You can attract paying clients right now, even if you have:

No experience

No certifications

No website

No idea what to share

Even if you’re an introvert, a technophobe, or you don’t currently have a program, product or following… IF you have these three things.

If you have these 3 things, you can attract paying clients and start making money and help people straight away.

1 – Your Unique Brilliance

You have brilliance that others need and don’t have.

You have one main zone of brilliance; one key area you are brilliant at and you need to communicate this in your marketing. This is your USP – your unique selling point or proposition.

I suggest we unpack and develop our top 3 ‘contributions’ that we have to offer to the world. Your contribution to the world is your mission.

When you unpack and develop your top 3 contributions and design your business around them, you stand out in the marketplace.

Have you identified the unique brilliance that you have, that other people don’t have?

Your Contribution = Passion + strengths + mission

Think about these 3 things:

1) What do you love?

2) What are you good at?

3) What do you feel called to do?

It’s important to know these, and communicate them to your  following.

This doesn’t have to take long. Most of you can sit down and do this in less an hour.  But many people skip this step and start marketing before they are clear on these things, and they wonder why their marketing isn’t working and they’re not getting a return on their time.

Identify why you are different and how you can communicate that to the marketplace. Otherwise, you will blend in.

Get clear on your top 3 strengths and communicate these in your marketing.

Business is an exchange of value, so you need to communicate your value by sharing your strengths.

What do you feel called to do and what kind of impact do you want to have in the world?

And what have you actually overcome and what compels you to help others?

What have you overcome and reached the other side of, that now you can help people with on their journey? That becomes your contribution – your passion, your strengths, your mission – what you’ve overcome and want to help others overcome.

So think about – how can you communicate that better in your marketing?

Define how you are different and unique. If you’re a health coach, how are you going to stand out, when there are so many health coaches on social media?

It doesn’t have to take a crazy amount of time. Just identify your top strengths and what makes you different.

My strengths, for example are training, speaking and coaching. I’ve got some skills around writing, copywriting and influence and I’m able to pull groups together and facilitate groups.

These are the things that I’ve packaged up as my offer to share with people.

A lot of people have a unique briliance zone, but they don’t know what it is. Because it is unconscious competence.

Often we don’t realise that people are willing to pay for our organised knowledge, because we’re so good at it and it’s our unique brilliance. So you need to tell people about it.

2 – Your Irresistible Offer

The second crucial thing to identify before you market is your irresistible offer. You want to know your areas of irresistible offer before you start marketing.

Now, this doesn’t have to take a long time. You could decide your offer is a 6-session coaching package or a 2-day workshop, or a  12-week online course. You need to know what your offer is if you’re marketing.

We want to reverse engineer our marketing by starting with the offer we are going to make to people and making sure our marketing is designed to lead people towards that paid offer.

Your marketing should overcome objections people have to taking action. You want to start with your offer, then think about what is going to help the right people who need it to be inspired to buy it.

A lot of people are doing marketing, but someone asks them what they offer and how much they cost, they stumble and fumble because they’re not organised. And they haven’t packaged their offer correctly.

People are attracted to others who have specialised and organised knowledge. We’re attracted to them because our biology likes certainty every step of the way. It seeks certainty.

Marketing is about attracting and repelling. Attracting the right people, and repelling the wrong people.

The more certain you are about your specialised, organised knowledge, the more you’re going to attract people.

The less certainty you have, the more you’re going to repel people.

If you’re specialised and organised in fitness, for example and you’re more organised than your clients in fitness, that’s valuable to them.

If you’re specialised and organised in wealth creation and you’re more organised than your clients in making money, that’s valuable to them.

Being specialised and organised in something means you can easily package up and sell as a high ticket offer.

If your specialised knowledge happens to be something that you’re super passionate about, and you’ve got strengths in this area, you feel like you are called to do it and you market it effectively – you will make a lot of money.

When you have a clear solution and you’re organised, there are a WHOLE lot of people you can help.

When you start marketing your products and services, you need to clearly articulate your strengths and your specialised, organised knowledge. This stops you from rambling when people ask you what your offer is.

You can tell potential clients about your signature system, how much it costs, how long it goes for and you can say it with certainty.

If you can’t articulate clearly and communicate your services, people will paint you with the brush that you’re disorganised.

There’s a saying out there: How you do one thing is how you do everything. If we’re disorganised in one area of our business, people assume we’re disorganised in every area.

You don’t have to be the best or most skilled in an area. You just need to be experienced and organised around your specialty topic.

3 – Your Ideal Client

The third thing you need to identify before you start marketing sounds really obvious, but a lot of people still get this wrong. You need to identify your ideal client.

So, why do you need to identify your ideal client?

Firstly, when we create content, we want the person who’s reading it or listening to it to think that you are reading their thoughts, or you are listening to their conversations.

When you are clear on your ideal client, you stand out from others as a trusted specialist rather than a generalist. You will get more referrals.

If you jump into a Facebook group as a life coach, you are battling with so many other life coaches.

But if you say, for example, you have an ideal client that you help, then you can target them directly.

For example, if you had the ideal client as parents struggling to cope after a divorce, this level of detail makes you really stand out.

People will see your marketing and think of referring you to their friend who is struggling after a divorce. Or if you’re a health coach, and you help people with gut health issues, then you can market directly to people with gut issues.

The more clear we are on who our ideal client is, the more referrals we will get.

Think about a fine dining restaurant. For example, Altitude, at the Shangri La in Sydney. It’s beautiful and stunning.

I went there recently with my friend Jess. The menu had 3 items as the main set menu. I thought “These dishes must be amazing, as they are the only options!”

People get too overwhelmed with too many options. And so if you can say clearly what you do and who you are helping, it helps people identify you as the person that can help them.

Choosing an ideal client does not mean you cut out a whole lot of opportunities. We have to switch from a scarcity mindset to an abundance mindset. There will always be enough people for you.

It doesn’t mean you can’t take on other clients, but you don’t market to them. I’ve got clients outside of my ideal clients. I take them on if I decide they are a good fit, but I don’t promote that in my marketing.

Remember, in most cases, your ideal client used to be you.

I want to remind you that you are sitting on a goldmine. Some of you are your industry’s best-kept secret.  You need to learn to communicate your unique brilliance, your strengths, passion and your mission. And if you don’t promote these things, your marketing is not going to work.

And a lot of you don’t have enough marketing out there and you’re wondering why you’re not getting clients. No one can know you exist if you’re not marketing yourself properly.

So remember, we’re attracted to anyone who demonstrates certainty in the communication about the organised, specialised knowledge they hold.

When you’re clear, organised and specialised within your area of unique brilliance, your offer, and your ideal client – plus you market it effectively, you can attract your ideal clients and be very successful.

Want to know how to do this?

Would you like to finish the year successful by learning a marketing system for creating a steady stream of ideal clients?

I highly recommend you check out my upcoming online evening event, the ‘Client Attraction Accelerator Masterclass’

This is our FINAL free masterclass of the year!

At This Free Live Online Event You Will:

* ​Discover how ANYONE Can Finally Create Marketing that WORKS!

* Learn the Little Known Techniques That Can Adapt & Transform Your Business For 2021

* Identify Been Holding You Back In Business and find the best solutions for YOU!

​* Ditch endless hours of creation for little result, and focus on building a strategy to rapidly enhance client acquisition

​* Learn the Amplify Your Influence Method: The Step-By-Step Process Of How You Can Have Clients Consistently Ask “How can I work with you?”

​* STOP the endless marketing cycle that gets no results and START building a strategy that brings you clients on tap

​* Discover the mistakes most business owners & entrepreneurs make that prevent them from creating the business & freedom they DESERVE

* Get The Most Effective Strategy, Skills, Systems And Support… So You Can Grow Your Business, Fast!

Client Attraction Accelerator Masterclass ?

➡ Tuesday December 15th 2020, 7:00pm – 9:00pm (AEDT)

?  Go here to register now —>> https://bit.ly/client-attraction-accelerator

(Note: Spaces strictly limited and allocated on a first-come, first-served basis. Grab your ticket before it books out)

You can read more or book in for free here

 

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