Kat Millar

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How To Share Your Value Online, Without Feeling Like You’re Bragging

When it comes to sharing your value online, do you worry that people will perceive you as big-noting yourself or bragging?

We’re aware that it’s not really acceptable to brag about ourselves!

But we’re also mindful that we need to be sharing our expertise and credibility to promote our business.

So how do we share our experiences and value, without coming across as though we are being boastful?

In this video, I share 3 ways:

1 – Show, Don’t Tell

As an entrepreneur your job is to express your worth by organising your knowledge and offering it to the world. This may be uncomfortable for you, because it involves showing people how you can help them and being confident in it.

It means not being afraid to be seen and heard, not being afraid of having a voice and having an opinion. You are  far more valuable than you realise. You’re probably earning way less than you deserve.

No one is going to come along and demand that you realise your worth. That’s up to you. And you won’t last in business long if you don’t! 

If you want to help more people you’ve got to be clear on your value and you’ve got to let people know about it.

I love what renowned marketing expert Frank Kern says: “The best way to show someone that you can help them is by actually helping them:.

If you want to share your value – ask yourself how much value you are ACTUALLY giving to your people?

Not just intermittent value, but consistent value where you are showing up regularly to help your followers.

Does your audience feel they can really trust you to keep showing up?

Can they rely on you not being here today and then gone tomorrow?

Are you just re-posting other people’s content, or are you deliberately crafting something from scratch that will genuinely be helpful for people?

A lot of people don’t want to give all their secrets away and you don’t have to either.

However, you can give away so much of your knowledge and valuable content and people can still want to pay you. They need more than just information.

Even though I give a lot of free knowledge away, people still need a personalised roadmap to help them through their business journey, and there is only so much you can get out of my free posts, blogs and videos.

Eventually you need to get eyes on your business and have someone help you create a clear roadmap that will guide your business into being all that you planned it to be.

Putting yourself out there requires courage, effort and consistency. It requires you to be loyal to your followers and to the people who are watching your life. It means sharing your opinions and sharing your unique feelings, even though your opinions might ruffle some feathers.

Marketing is about targeting the right people and being willing to not attract everyone. Leaders and influencers are not afraid to repel some people, when the right people are drawn to them.

You see this on YouTube all the time. As the likes go up, the dislikes also go up.

If you are going to attract some people, you are also going to repel others. It’s the nature of online business.

If you’re struggling to get clients right now, it’s probably because you haven’t shared enough value, or communicated your value well to your audience. You have a genius zone that other people need and don’t have.

The more you know your value, the more you’ll be able to communicate your value. So some of it actually comes down to valuing yourself and your self worth. It’s really about backing yourself.

You need to back your work ethic, back your ability to help people and back your program. Put your program on a pedestal, not yourself. And this is how you can share your expertise and your brilliance, by really talking about your program. Your program is not just something you’ve created, it’s a part of your core being that you’ve poured yourself into.

Most Mothers wouldn’t reject their child or put them down if someone complimented her child and called them pretty. She probably wouldn’t say, “No she’s not”. She created that child, so she would hopefully accept the compliment and respond with a thank you.

It’s the same for a program you’ve created.  You don’t have to say you personally are great, but you can say that your program is excellent because of how you have invested what you’ve learned, your experience and your soul into it.

You can share how you’ve spent a long time creating the program and within it you share your knowledge in an easy to follow, step-by-step process. Instead of elevating yourself, you elevate your signature system that you’ve created.

2 – Have A Balance Of Strength And Warmth

There’s an amazing book called ‘Compelling People’ by John Neffinger and Matthew Kohut.  They did some research on compelling people who have a very large audience.

What they found is that compelling people have two important traits – strength and warmth. Compelling people have a balance of strength and warmth, where they have found a sweet spot of balance between these two traits.

Showing Strength

Strength is that directness and confidence that holds conviction behind it.  When you are in the presence of someone who is very powerful and very strong, you feel an energy exuding from them. It makes you trust them.

Strength is such an important part of showing your value. You’ve got to be strong and confident in your conviction and certain of who you are and what you offer. Strength is also about competence.

When you are confident in your competencies, you know that you have expertise and can deliver results. Strength is shown in your certainty, confidence and competence in what you are offering.

Showing Warmth

If you have strength but you don’t have warmth, you come across as too direct and hard. It’s the opposite end of the spectrum. If you’re too far on the strength end of the spectrum and don’t have warmth mixed in, you come across as direct, hard, unlikable, not relatable and intimidating.

People will think you are powerful, but they won’t want to get in close proximity with you. You become scary to people. So your strength needs warmth to balance it out.

Warmth is having empathy, understanding and having the ability to listen. It’s all about the connection. It’s conveying your humanity, being relatable and vulnerable. People often think that vulnerability lowers your value, but it actually increases it.

If you want to have compelling copywriting, you want to have a good balance of strength and warmth. Take the time to assess yourself and ask yourself where you sit on the strength and warmth spectrum. Even ask some people close to you for how they experience you to be.

If you’re really strong, think about how you can turn up the warmth a little. It could be smiling more, telling stories or sharing your experiences and bringing vulnerability into your personal stories when you’re sharing your value.

If you’re more on the warmth side of things and you’re really good at relating with people, building connection and showing empathy, then maybe you need to push your strength side a little. You may need to be more assertive and tell people how you can help them, and share about the consequences of them not changing.

3 – Evoke Emotion

The language and words we use in our content can evoke either fear or desire and you want both of these within your content to create compelling content. Compelling content evokes the pain that people are in and it pushes on their pain points.

There are 7 pain points that people try to avoid, and I go deeper into these in my upcoming webinar.  Your clients are feeling pain in some of these areas and there are words and language that we can use to help them avoid their pain and remove them from the trajectory they are on.

There are also 7 main desires that humans have, that are solved by service-based businesses like coaching and consulting.

With both pain and desire, you’ve got to be thinking how you can express your value and also move people emotionally, because it’s not just about sharing content. There’s so much information out there, we can Google anything, anytime on our phones. It’s not just about sharing information.

It’s inspiring people to act. That is what valuable content is. Valuable content is not ‘3 tips’ or ‘3 secrets’ or ‘3 methods’.

It’s about using story and emotion to push on pain points that invoke emotion and desire that inspires someone to act.

When you are creating your content, really think through the language and the words that are going to bring the pain or desire feelings to your readers.

When you inspire someone to take an action, even a really small action, they attribute that to you, and they’re like, ‘Wow he moved me. He didn’t just entertain me, he educated me and helped my belief to shift so I see things differently now’.

And that is what valuable content does. Valuable content is about showing and not telling. It’s about having a balance of strength and warmth and it’s about showing value and evoking emotion.

If you would like to know how to do this, I’m unpacking it all in my upcoming, free webinar, on Thursday, 18th February.

I recently ran a 1-day event, where I delved deeply into the art of creating compelling copy.

I shared my ‘Compelling Copy Formula’, and unpacked the psychology of influence, which enables you to understand at a deep level how to inspire people to take action.

I received so much great feedback about it that I decided to run a FREE LIVE online ‘best-of’ evening event with the highlights that people loved MOST!

If you want to avoid being drowned out in the sea of noise with the masses online, and you want to understand how to create compelling content and get my actual step-by-step formulas, then this webinar is for you.

I’ll be unpacking how to write influential copy and how to utilise power words and phrases that move people towards you.

I’m sharing how to communicate your value in a way that people get to know, like and trust you, so you can attract new clients FAST!

Learning how to write influential content has the potential to change EVERYTHING for you.⠀

Want help to grow your business? 

Business is too hard to do alone.

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

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

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

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

Apply now for your free strategy session with Kat 

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3 Instant Tweaks To Make Your Content More Compelling

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

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

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

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

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

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

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

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

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

1 – Push On Pain

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

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

We can’t ignore this truth.

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

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

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

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

7 painful triggers that motivate people to act include:

Avoidance of…

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

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

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

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

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

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

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

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

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

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

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

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

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

2 – Develop The Desire

Here are 7 desires that motivate humans:

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

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

People want things faster, better and easier.

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

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

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

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

Original copy:

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

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

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

Tweaked copy:

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

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

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

3 – Elevate The Emotion

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

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

The first example is a headline:

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

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

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

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

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

The second example:

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

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

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

The third example:

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

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

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

This adds curiosity and people want organised, structured knowledge.

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

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

Here’s an example for a baby sleep coach:

BEFORE –

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

AFTER –

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

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

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

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

3 Copywriting Traps People Fall Into…

1 – Not Having A Formula

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

2 – Not Having A Strategy

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

3 – Not Having Certainty

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

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

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

Want help to grow your business? 

Business is too hard to do alone.

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

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

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

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

Apply now for your free strategy session with Kat

 

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The Old Way Of Writing Copy Is Over

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

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

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

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

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

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

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

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

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

Different pieces of your copywriting have different goals.

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

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

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

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

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

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

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

The Old Way: Professional
The New Way: Conversational

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

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

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

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

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

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

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

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

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

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

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

Breaking Old Copywriting Myths

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

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

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

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

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

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

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

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

The New Way Of Copywriting

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

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

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

Some Reasons People Buy:

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

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

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

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

Find Your Own Voice And Use It

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

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

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

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

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

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

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

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

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

The Old Way: Method
The New Way: Outcomes

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

People often ask me how often they should post.

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

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

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

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

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

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

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

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

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

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

Are you struggling to attract new clients with your content?

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

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

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

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

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

Find out more about the event here

See you there!

Kat

 

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

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

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

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

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

Not just any clients, but the right quality clients.

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

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

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

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

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

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

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

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

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

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

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

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

Here are 3 powerful ways…

1 – Share Content Based On Your Uniqueness

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

2 – Help People Close The Gap

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

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

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

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

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

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

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

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

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

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

3- Help people see things from a different perspective.

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

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

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

3 – Share A Thought-Provoking Question Or Statement

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Click here to find out more

See you soon,
Kat

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

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3 Things 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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