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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3 Things Your Business Game Plan Needs For A Successful 2021

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

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

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

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

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

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

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

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

1 – Have A Clear Vision

The first essential element you need is a clear vision.

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

A powerful vision has a few elements to it…

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

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

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

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

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

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

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

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

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

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

2. Break your goals into milestones

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

This is a big game-changer.

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

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

3. Set Defining Words And Intentions 

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

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

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

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

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

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

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

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

So you want to build your goals around your values.

Do you want to know what you value?

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

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

Look at your Google history.

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

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

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

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

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

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

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

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

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

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

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

2 – Have An Up-levelling Mastermind

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

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

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

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

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

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

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

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

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

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

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

Who are you surrounding yourself with?

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

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

Are they committed to being reliable and supportive?

Having a supporting mastermind group is a game changer.

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

3 – Have A Focused Action Plan

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

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

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

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

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

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

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

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

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

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

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

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

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

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

1 – Have a clear vision

2 – Have an up-levelling mastermind

3 – Have a focused action plan

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

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

You can check it out here

See you over there,

Kat

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

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3 Things To Master To Hit Your First 100K

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

Want to know the fastest way to do it?

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

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

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

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

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

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

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

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

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

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

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

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

Yearly goal – $100,000

Monthly income goal – $8,333

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

Hours working per week goal – 10

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

= Your hourly rate – $200

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

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

Yearly goal – $100,000

Monthly income goal – $8,333

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

Hourly rate goal – $150

Hours you need to work – 14

These figures give you clear goals to work from.

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

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

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

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

1 – Craft Your Signature Offer

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

  • Coaching
  • Content
  • Community

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

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

And finally, people want a community.

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

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

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

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

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

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

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

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

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

2 – Create A Sales Mechanism

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

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

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

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

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

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

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

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

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

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

3 – Create Compelling Content

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Kat

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

You can apply for your 1:1 session here.

 

 

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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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3 Little-Known Things That Kill Your Presentations Every Time When You Ignore Them

There are 3 little-known things that people do in their presentations that hinder their success. Many people have no idea that these are mistakes they are making when they’re presenting.

Whether you’re presenting on Facebook lives, Insta lives or stories, webinars, workshops, or if you’re presenting 1:1 to your clients, you may be doing some of these things without realising.

The reason I’m so passionate about this is that I love supporting people to step up as a leader and position themselves as someone valuable and worthy of being listened to.

Presenting to groups has been the #1 thing that has grown my business, even though I used to be so scared of it.

It has enabled me to create a life of fulfilment and freedom, have a voice, fast-track my business success and help more people, which has all been possible by leveraging the power of events.

Before I started presenting, I was only working with people one-to-one.

I LOVED doing one-to-one work with people, it was my comfort zone. I’m an introvert and didn’t like being the focus of attention and didn’t want to present in front of groups of people. I didn’t want to be the one up the front with everyone looking at them.

But I remember a moment in time where I was at a big convention called Filex, sitting in the crowd listening to the speaker.

And I suddenly it hit me – and I had one of those ‘penny-drop’ moments that surprised me.

I thought “It’s going to take me waaaaay too long to build the business I want to build one by one! I’m never going to have the impact that I want to have. I want to be a presenter. I want to be the one on stage!”

I remember thinking “I HAVE to get over this fear of speaking to group. I HAVE to learn to present”.

At the time I was working as a fitness and health coach, only doing one-on-one coaching sessions. My first step to learning to present was to run a small group program at Les Mills called ‘Look Better Naked.’ It was a program for 6 women for 6 weeks.

Les Mills has high standards with qualifying people to deliver their programs and I remember the guy who was assessing me told me I was too quiet and needed to be more outgoing and loud. He said that I needed to ‘fake’ confidence until I felt it.

So I just had to step up.

Eventually, I started running bootcamps and then I started doing 1:many presentations, running seminars at my gym.

I didn’t realise back then the things I was doing wrong, but over time I have learned what NOT to do as a presenter, by doing these things myself.

 

1 – Winging It Without A Structure

The problem that most people have when it comes to creating a presentation, is that they don’t have a proper presentation structure. They wing it without structure.

That’s what I was doing. I was literally showing up and teaching everything that I knew, instead of actually organising my knowledge correctly.

There’s a formula for presenting correctly – in a way where people can receive the information you are giving them. There’s a formula to engage people and maintain people’s attention. I didn’t know any of that.

So, the first thing that people get wrong that kills your presentation is they think they can just show up and ‘flow’ and speak intuitively. They think they can just show up and talk, with no plan or structure.

If we don’t organise our knowledge in a way that someone wants to receive it, we’re actually doing our audience a disservice. I’ve seen this happen so many times where people just think they can speak from the heart, without having planned their presentation.

When you have a formula and structure, you can still flow naturally and be intuitive and speak from your heart. Having a structure doesn’t stop you from being spontaneous, it can actually help it.

If you think about professionals and successful people, how do they become professionals? They practice, practice and practice!

The Netflix documentary ‘The Last Dance’ about Michael Jordan shows this perfectly. It is incredible the amount of practice thatMichael Jordan put in and he was the best in the world.

I was reading that when he was filming the movie Space Jam, they would film for weeks or months on end doing 12-hour days. He would then go straight to training and practice for 5 hours every single day.

When we do a presentation and we are winging it and speaking from the heart, we are doing our audience a disservice. We are not valuing them enough to plan and craft our presentation or use psychology or the power of influence to help people to take action.

Remember every single presentation is designed for someone to take action. It’s not designed for it to just be interesting. You want to inspire someone to take action and that requires crafting your presentation.

Presenting is a profession because it requires crafting and tweaking your words. The higher the stakes, the more you practice. People who do TED talks practice for months beforehand.

2 – Focusing On Yourself And Not On Your Audience

The second thing that kills someone’s presentation is focusing on themselves and not on their audience. This happens all the time because public speaking is so many people’s biggest fear.

It’s the Number 1 fear people have.  People are really self- conscious, and they’re thinking about themselves and what the audience is thinking of them. You can train yourself to overcome this, so when you’re presenting, you’re thinking about your audience.

I spoke at a woman’s event last Sunday and when I was rehearsing for it I brought up pictures of women on Google images on my 2 screens, so when I practised, I was looking at people’s actual faces.

It was a great way to practice for a live event. I don’t put Zoom on gallery view as it’s very distracting. If I have it on gallery view, I look down at the gallery, and then my eyes are not looking at the lens. So I turn off gallery view and only look at the lens so I am then connecting straight to you.

So there’s a difference on video when you’re presenting, then when you are doing a presentation to a live audience. Because it’s been a couple of months since I did a live event, I visualised that live presentation with people in the room together night after night before I went to sleep.

I visualise what I want every night before I go to sleep. I visualise myself helping thousands of people at once.

This is why people will organise their knowledge and put it into a book, or a TED talk. They organise their knowledge so they can help multiple people all at one time.

And so, when I showed up on Sunday, because I had practised and visualised the event, it felt completely normal and there was no need for my brain to throw out fear.

This way I could be really present with the audience and focus on communicating my message as well as I possibly could.

It’s so important that we’re not self-conscious and thinking about how we look and sound, but instead being present and focusing on sharing our message in the best possible way to serve our audience.

Presenting is not always easy, and it takes learning the craft. But it’s worth it because if you get one valuable presentation, it’s an asset and it’s a legacy item. You can use it over and over again.

If you want to fast-track your business, I believe the most logical thing to do is to present to multiple people at one time.

But you’ve got to get over any blocks or fear of presenting so you can fully connect with your audience.

3 – Under-Sharing or Over-Sharing 

Under-Sharing

Under-sharing is being stingy and holding back from giving.

We HAVE to always provide great value, whether they’re getting free content or not. That is super important.

If you think about all the years and all the amount of study and research you’ve done, you won’t be able to put that all into one presentation or even into a week’s worth of content.

We’ve got to make sure that we’re generous and giving really genuine value.

We can’t just give fluffy stuff. We’ve got to give content that has substance and real-life application.

Over-Sharing

On the flip-side is over-sharing. I used to do this all the time. When I ran an all-day event, I would give so much away.

Because I wanted to give so much value, I ended up giving away too much value. This actually ended up doing a disservice to people.

You want your presentations to give value, but you don’t want to over-deliver. You want people to leave hungry for more. You need to be able to spark curiosity and help people see that you can solve the problem they hold.

There’s a sweet spot in the middle of being generous and not giving everything you have away, all at once.

Be like Goldilocks – share just the right amount. (remember the story? “Ahhh, this porridge is just right!”).

A lot of people ask me how do I know the difference of what content to share or not share. Like, how do you know what content should go into your free Facebook Live, webinar or workshop?

Many times, it’s very case-by-case, figuring out what should be shared and what shouldn’t be shared.

There’s an art and a science to it and requires crafting and mapping it out.

If you think of a client journey – there are people that don’t know you, so the content that you share with them is going to be different to people who come to your workshops, or who consistently show up on your Facebook Lives, for example.

Everyone’s in a different stage on the journey. And that’s why it’s so individual, there’s really not just one rule. It depends on multiple factors.

I’ll be unpacking these factors and so much more this coming Saturday at my free event ‘How To Get Clients With Online Events’.

It’s happening THIS Saturday 24th October.

I will be sharing the formula I’ve learned from the last 13+ years of doing live and online events to help you get clients from events.

I’ve used this formula to build my business into a 6-figure coaching business. It’s my best strategy for attracting new clients.

You can register here

See you online soon!

Kat

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