Kat Millar

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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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5 Powerful Ways To Be Engaging And Effective On Video

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

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

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

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

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

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

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

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

1 – Speak to Your Ideal Client

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

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

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

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

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

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

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

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

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

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

Being nervous is a similar physiological effect to being excited.

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

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

2 –  Aim to Be Professional and Personable, Not Perfect

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

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

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

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

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

3 – Maintain a Quality Connection

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

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

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

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

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

4 – Speak Within Your Genius Zone

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

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

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

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

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

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

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

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

Finally, have fun, smile, and enjoy it.

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

You lose interest right away, right?

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

5 –  Follow a Formula

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

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

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

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

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

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

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

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

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

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

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

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

Kat

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

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

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

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

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

1 –  They Don’t Trust You

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

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

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

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

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

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

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

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

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

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

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

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

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

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

2 – They Don’t Trust Themselves

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

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

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

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

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

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

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

3 – They Don’t Trust External Factors

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

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

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

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

4 – They Don’t See The Value

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

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

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

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

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

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

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

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

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

5 –  Fear of Negative Emotions

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

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

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

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

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

6 – Fear of Failure

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

Taking another thing on could be a challenge for them.

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

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

7 – Fear of Success

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

‪

‪You can check it out here

Hope to see you there!

Kat

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5 Keys To Writing Compelling Content

Writing compelling content is so important for growing your business.

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

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

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

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

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

* The Market

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

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

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

* The Method

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

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

* The Message

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

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

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

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

Here are 5 keys to writing compelling content…

1 – Be Emotive

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

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

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

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

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

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

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

2 – Speak Your Ideal Client’s Language

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

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

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

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

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

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

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

3 – Use the word ‘You’ 

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

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

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

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

4 – Use Benefit-Rich Language

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

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

It’s good to start with some credibility initially.

You could say something like…

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

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

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

An example is,

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

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

5 –  Focus On One Outcome

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

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

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

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

Don’t underestimate the importance of this.

Keep it simple and organised.

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

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

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

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

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

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

Again, keep it simple.

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

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

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

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

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

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

So to recap these 5 keys to writing compelling content…

1 – Be Emotive

2 – Speak Your Ideal Client’s Language

3 – Use the word ‘You’

4 – Use Benefit-Rich Language

5 –  Focus On One Outcome

 

Want some help writing compelling content?

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

Kat

 

 

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3 Powerful Ways To Make Your Content More Influential

Do you want to help people improve their quality of life, take more action and have a more amazing experience on this planet?

This requires the skill of influence, which is about getting under the surface to the deep layers to help people take action.

Why is influence so important?  There are lots of areas in business where influence is key.

The four main areas I help people increase their influence in are sales, marketing, presenting and copywriting.

What is influence?

According to Oxford dictionary it is:

‘The capacity to have an effect on the character, development, or behaviour of someone or something’

Influence is not manipulating, it’s not convincing. It’s not trying to persuade or twist someone’s arm. It’s helping someone to get more of what they want.

Influence that is positive, ethical and authentic is helping someone improve their quality of life, helping them have a better experience in their day-to-day and helping them solve problems and get the solutions they want.

I love researching influence and practising my influencing skills so I can help more people.

Like all skills, they are learnable and improve the more you practice them. You can learn to turn up your influence like a volume switch – to amplify your ability to help people.

When you know how to influence people, you become free. You don’t ever have to rely on anyone ever again to make money, because when you understand the power of influence and apply it, you will always have plenty of money in your bank account.

When you’re effectively using the skill of influence, you will be impacting people’s lives, really making a difference and doing what you’re here on the planet to do.

You will be making a difference, contributing, serving, having the joy and fun and ultimately having a life of freedom and flexibility.

In this training, I share how to become more influential when creating your content.

Influential content includes webinars, live events like workshops, videos and marketing copy.

Sales includes one-to-one and one-to-many. It could be selling on a video, selling live or it could be a face-to-face sales conversation with someone.

Our ability to influence (or not influence) comes through in our language patterns, our tonality, the way we say things and our body language.

When you learn the art of true influence, your improved communication skills can result in more success in your sales, marketing, communication, and presenting.

So here are 3 powerful ways to make your content more influential…

1) Paint a Clear, Specific, Vivid Experience for Your Client

Number One is to paint – Paint a clear, specific, vivid experience of what the person (your client or future client) is currently going through and what they are experiencing.

For example, you might start talking about what they’re currently seeing in their life as a result of this problem, that you can help them solve.

You need to be descriptive. What are they seeing? What are they hearing? What are they hearing their partner saying?  What are they telling themselves internally?

Now describe what they are feeling. Are they feeling fear? Is their heart racing? Do they have a knot in the pit of their stomach? Do they feel they have the world on their shoulders?

When you paint a clear experience for your client, you are bringing their experience to life. You are painting them a visual picture through their senses. You are helping them hear, see, smell, taste and feel the experience you are describing.

Becoming descriptive in your content brings your content to life. Rather than saying, ‘Are you struggling with fear?’ or ‘Are you struggling with anxiety?’ You are painting a clear, sharp picture of how this feels.

You would say, ‘Do you find your heart starts racing and your palms start sweating when thinking about how you are going to pay your bills?’ You are describing their experience. You are putting your client inside that experience.

First of all, paint the experience of what they are currently going through. This is what is going to stop them from scrolling right past you. It’s going to engage them, attract them, get their attention and hook them in.

Remember to use your ultimate client’s language when describing their pain-point.

Next, start painting a word picture of where they want to be. Start painting a word picture for your future client that describes the experience of what life would be like if they were where they wanted to be.

You don’t have to say, ‘Do you want to be slim?’ or ‘Do you want to be happy?’ Use nouns that bring your content to life.

Bring the future experience of your client’s breakthrough to life through your words. What will they see, hear, feel, when they have your specific solution? Describe visually, audibly and kinaesthetically what your client will feel when they implement your solution.

People learn and receive differently.  Some people are visual, some are analytical, some are feelers.

We need to harness all of our senses and receptors if we want to create influential content. Describe your future client’s problem and then describe their solution by tapping into their sensed experience.

2) Pepper Your Content with Personal Stories

Number Two is pepper. If you go to a restaurant, you will find they have large pepper grinders. What is pepper used for? It’s used for seasoning food!

In a similar way, we need to add seasoning to our content also, to enhance our customer’s experience with our content.

To pepper your content, use relevant stories and examples from your own life. Currently, everyone is posting ‘How To’ content. I do this also. It’s because this appeals to our brain.

But people connect also through the power of personal story on a heart level. Connection on a heart level can supersede the brain connection. Peppering your content with personal stories brings your content to life.  It actually helps activate the right side of the brain.

We have a left side of our brain that takes in logic and data, so it’s more analytical and methodical. Some people are more predominantly left-brained. The right side of our brain deals with intuition, perception, emotions and feelings. Right-sided brain dominant people are usually classified as creative.

Bring your content to life through stories and examples. Pepper your content with personal stories to back up your point and increase the heart connection with your clients.

I use a technique called window wiping. I create content that triggers the left side of the brain and then the right side, and back and forth.

3) Position Yourself as an Expert Authority

Number Three is positioning. Position yourself as an expert in your area and an authority to be taken seriously.

This makes entrepreneurs nervous. To position yourself as an authority puts a responsibility on your shoulders.

We suffer from tall poppy syndrome. We don’t want to big-note ourselves. So to place ourselves as an expert in an area is daunting.

Placing ourself an authority over a particular solution or niche is necessary, however! I train people to identify their niche and become an authority in that specific field.

You want to show people that you are credible in your area, so talk about your experience, your knowledge and your skills.

You can do this in a humble,  grounded way that doesn’t come across as big-noting yourself. Present yourself as humble, genuine and authentic.  And that’s when you will influence people and cause them to actually listen to you.

I talk openly about the experiences that I’ve had in business for the last 17 years. I’ve had various businesses and have had to attract my own clients.

I’ve had to really learn the art of influence. I’ve invested over $100,000 to develop my skills from some of the best teachers in the world. This is my lived experience.

My lived experience makes me an authority in the area of influence because I’ve made it my business to learn about influence. I’ve done this firstly for myself and now, I can impart my learnings to others.

I include what I’ve learned into my content, into my sales process, into my marketing and communications.

Ben Harvey is one of my favourite teachers in the world. He states that when you talk about yourself, go low with humble energy. Then raise your energy to say, ‘I’ve been so blessed to have done this and learned this…’ You start speaking louder with excitement when talking about what you’ve learned.

When you think about your next piece of content, consider how you can paint it with clear, specific, visual, kinaesthetic and auditory experiences.

Think about how you can pepper your content with relevant stories and examples that make your content more compelling and relatable. Then incorporate this with your learned authority as an expert in your niche and solution.

Ultimately, it’s going to help your future clients take the next step towards you. It might be something free, that will then lead the reader or listener further through your funnel towards being a paid client.

So, there are 3 powerful ways to make your content more influential.

How will you apply these to your next piece of content?

Do you need help creating more influential content to get more clients?

THIS weekend, the 14th and 15th of March, I’m running a two-day content creation workshop ‘How to Create Content that Connects’.

In this workshop, we create your content together, I provide you templates and formulas and you’ll walk away with a whole heap of content DONE!

There are only a few spaces left so get in fast!

To learn more about the ‘Create Content That Connects’ workshop this weekend, click here.

If you would like help being more influential in business, so you can attract more clients, I offer a free 30-minute strategy session, to help you gain clarity on how to grow your business. 

You can book a 30-min clarity session with me here

(This is first-time sessions only and I don’t give you a sales pitch, only guidance and support).

 

Remember, the world is waiting for your brilliance!

Kat.

 

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