In a world where trust is harder to find, and our ability to tune out messages is greater than ever…

…it’s important we have a more effective way to stand out, cut through the noise, and be noticed, for the right reasons.

There’s a lot of distrust online with fake news, pushiness, saturation, and interruptions. The amount of information that is being thrown at you is huge and this can sometimes become overwhelming.

It’s also really hard to know what is true and what isn’t – the genuine from the fake.

As a child, I used to play the game “Masterpiece” with my family. It’s a game about art and you take a card, which is a painting, and you match it together with a price.

The cards are then shuffled, a player takes a card and then tries to sell it by persuading the others that it is worth a great deal of money. It could be worth millions or not much at all, depending on if it is genuine or a fake.

What I learned from this game is what we see is an elegant front, but it’s really about what’s underneath. The cards are revealed and what’s fake and what’s genuine becomes known.

A forgery looks beautiful but ultimately, it didn’t come from the original painter.

It’s the same with content. Anyone can paint a pretty picture. Anyone can put out a blog post with other people’s intellectual property and claim it as their own.

It can look and sound really beautiful but is there a solid foundation underneath? You can come across really elegant … but is it just style are you sharing solid substance too?

The strength of true value needs to be underneath all that you do. You’re not copying what other people do but are presenting your original content, your genuine, authentic self.

You can have conviction and be confident in what you are sharing when it is your own brilliance. Drawing people to your foundation of authenticity makes the biggest difference when it comes to influence.

So let’s look at what elegant influence is NOT.

• It’s NOT trying to use persuasion tactics

• It’s NOT the words that you say

It’s NOT just about learning business skills

Now let’s look at what elegant influence IS.

• It IS how people feel when they are listening to you, watching your videos.

• It IS about personal character.

• It IS about who you’re being, who you are.

• It IS about working on yourself and not just about working on acquiring outward skills.

Have you ever met someone who has amazing business skills but not great people skills? They can be really smart and have a profitable business but you don’t sense any warmth from them at all.

Working on yourself and your own mindset is incredibly important to step into elegant influence.

Jim Rohn talks about having an “until mindset”. You keep going UNTIL it works.

When you make the decision to never give up on your dream, you are able to push through the disappointments and hardships and keep going.

You are able to see the money that you are spending on your own education as an investment in yourself, even before you see any of the money coming back.

I wouldn’t be here if I didn’t have regular coaching. My coaches call me higher and push me further with direction and clarity.

They help me work on my mindset so that I can be more of my authentic self and show up with elegant influence for you.

So how exactly do we use influence elegantly to attract clients and accelerate our business growth?

Here are 5 of the most powerful ways:

1. Be original

Others will know that you are not being original and not working in elegant influence. 

They will know it’s not genuine because you may not be able to talk about it in a confident, certain, convicted way like you would if you came up with it yourself.

I’m not referring to ‘modeling’ – which is one of the fastest ways to grow your business. 

Modeling is watching other businesses that are similar to yours and taking ideas, not content, and implementing them with your own voice.

Use your own voice by coming up with your own way of saying things. 

Begin developing a method that is really unique to you. This is so incredibly powerful.

It does take a lot more work and it can be hard, but stepping out and doing the ‘hard things’ is an opportunity for big growth and productivity in your business.

When it comes to being original, I recommend having a “Cave Day” or a “Cave Hour”. What this looks like for me is walking in nature listening to audiobooks. As I get ideas, I write them down in my phone.

Being original means that you can use other people to inspire you and then come up with your own ways of expressing these ideas.

Some ideas for “Cave Time” are:

• Putting ear phones in for 30 mins a day

• Going to local cafe by yourself

• Reading a book for 30 mins a day

• Sitting in a quiet place for 30 mins a day and just allowing your mind to think and come up with creative ideas

The idea is to have a ‘blank piece of paper moment’ where you are pouring out all of your ideas onto the piece of paper, like a brainstorming session.

A great idea is to do this away from your laptop so you are not easily distracted. Ideally, be in a quiet place, without distractions, allows your mind to get creative and invites ideas to flow freely to you.

2. Be Professional

Many people don’t set themselves up to win by not looking professional or speaking professionally.

It’s not about perfectionism – it’s about professionalism.

I don’t strive for perfectionism, I strive for excellence. I strive to be outstanding. I strive to be polished and do the best job I can at communicating my value.

This doesn’t mean that I haven’t made massive mistakes. If I wasn’t willing to fail, to show up and do things badly, and launch so many products and services, I wouldn’t keep showing up consistently now.

Showing up, no matter what is having an entrepreneurial mindset.

It’s so important to get out there BEFORE you feel ready. You can make the commitment to do the best that you possibly can

Some ways to do this are:

• By having a great Zoom background

• Always looking your best

• Taking the time to craft a great post instead of rushing to get ‘something’ out there – quality is so important 

This is a gift to your community when you’re engaging with them and you’re not distracted by your surroundings or what you look like when you’re presenting.

3. Be Soulful

Being soulful is about connecting to things that are outside of status, power, and money. This means tapping into something that is bigger than yourself.

Think about why it is so important to you to get that message out to your community, beyond making money.

Create content from a place of wanting to serve, being influential, being a thought leader… to challenge the status quo and not just talk from a practical level.

When you can show up and speak from your heart, and not be self-conscious but share your soulful message, people will pick up on that and it’s very attractive.

It’s being professional and being elegant, but it’s also about having that deeper mission, that deeper ‘why’.

4. Be Specific

I look at some content and at times it can be quite vague. Clarity is very important.

Clarity very rarely comes upfront. Clarity comes along the journey.

Great impact isn’t made when you’re not being really specific. There is such a saturation online now so if you want to gain and hold people’s attention, you have to be specific.

Think about your website, your social media profiles, your comments that you’re putting online.

Are you speaking very specifically and directly to your dream client? Or are you trying to be everything to everyone?

When your dream client comes to you, it’s so important that they know exactly what you do and know why you’re unique.

They want you to know that you ‘get them’ and you do this by speaking to them very specifically. This is how you gain connection and influence.

We’re all hungry for people who speak our language. To be an effective influencer, you want to be an interpreter of your dream client’s journey.

You have already been through the journey with its road bumps and obstacles, and you successfully navigated that terrain so now you’re their guide.

You’re there to interpret a very specific journey for other people.

5. Be Brave

It’s important to stand FOR something and stand AGAINST something if you want to be influential.

In order for them to move on that new action, they need to change their thinking, their perspective on their situation, and about themselves.

To help them create a new perspective, a new belief, you can inspire them and not be wishy-washy.

Your message needs to be bold and brave … and not everyone is going to like it. And that’s totally OK.

Marketing is about attracting some people and repelling others.

You are to be really firm in who you are, in what you believe and what you don’t believe, and then you get your dream people into your community … and life is super exciting.

These are the 5 things I recommend you focus on to get more clients using the art of elegant influence

They will help you to connect better with your ideal clients and you’ll be able to attract more of the right people into your business.

What this ultimately means for you is that you can help more people, make a bigger difference in the world, create the impact that you’re here to make, have a profitable business doing what you love …

… and have greater fulfillment in your life.

P.S Whenever you’re ready… here are 3 other ways I can help you grow your business:

1. Grab a free copy of my ‘Client Attraction Checklist‘

It’s a powerful roadmap to attracting leads, signing clients, and scaling your coaching business. — Grab It Here

2. Join the community and connect with like-minded Coaches & Experts

It’s our Facebook community where ambitious entrepreneurs learn how to increase their income, influence, and impact. — Join Us Here

3. Work with me privately

If you’d like to work directly with me … just send me a Facebook Message with the word “Private”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details! — Message Here

We human beings are pretty masterful at throwing obstacles in front of us.

We usually do it to avoid hard things. Our brains are wired to avoid things outside of our comfort zone.

These obstacles we’re placing in the way are stopping our success. A lot of times in business, however, we don’t even realise we’re doing it.

We think the obstacle is truth… not a belief.

Profitable business owners don’t just do things differently than other people — they think differently than the people around them. 

Over the years, I’ve spoken to thousands of people and heard a lot of reasons why they’re not sharing their expertise online consistently.

I’ve summarised these into the top 3 beliefs I’ve observed that may be delaying your success.

Limiting beliefs can keep you small and stuck – but they don’t have to. You can drop ALL the beliefs that are holding you back right now, with a bit of awareness.

The world’s most successful people have one thing in common: they’ve mastered the ability to produce the results they desire most. And it starts with our thinking.

Your brain is a wonderful tool so let it work for you and ditch those beliefs that will keep you from your success.

When it comes to stepping up as an expert, the first belief that many people have is:

1. They believe they’re not ready

A lot of people think that those who run events, speak onstage, are interviewed for magazines or on podcasts must be there because they have authority. 

Thinking you have to be THE authority in their space before they get onto a platform and hold a microphone …

… is like putting the horse before the cart.

They wonder if they have to know more before they step onto a platform. This is not the way it works. You don’t have to be ready to step up.

You don’t need to have a website, a fancy logo, a certification before you are able to take action and get out there and share your knowledge online.

I’m not sure where we get the idea that someone needs to tell us that it’s ok to position ourselves as an expert in our topic.

A lot of people don’t put themselves out there because they allow fear to stop them in their tracks.

Successful people don’t wait to be selected. Successful people believe they can select themselves.

For example, my amazing friend Lisa is a phenomenal copywriter.

Lisa made a decision to take action and created a beautiful company, “Sacred Social Media”.

She stepped out and became fully booked and within 3 weeks, she was turning clients away.

She then put things in place – a Zoom account, a payment gateway, a website, etc. She started with social media, gained clients, and moved forward from there.

So can you.

“Once upon a time most people had to wait: to be accepted, to get funded, to be promoted–to somehow be ‘discovered,'” writes Dharmesh Shah, founder of CTO of Hubspot.

“Not anymore… You can do almost anything you have the desire and skills and drive to do; you don’t need to wait for someone else to discover your talents.

“You get to discover yourself. The only thing holding you back is your willingness to take the leap and try.”

Blame is all about being stuck focusing on you, rather than getting out there and being of service to people.

Knowing that you’re fully responsible for your success is one of the most important beliefs in business. 

You have wisdom, experience, and knowledge right now that can take you to your next level, and you don’t have to wait to have all of your ducks lined up in a perfect row before you can do it.

You can help more people in a bigger way NOW!

New belief:  “I’m Ready Already!”

2. They believe they can figure things out on their own

It’s easy to think, “I’m all alone, sitting behind my laptop, and I need to find all of the answers myself.”

It is tempting to think that running an online business is a solo venture. 

After all, you can sit for hours, oftentimes by yourself, building and communicating through a computer screen. 

It feels isolating but at the same time, a lot of people think that it’s the only way … that being “self-employed” means spending most of your time by yourself.

I promise you, nothing could be further from the truth.

… and guess what? 

The best corporate bosses in the world actually seek out contact with others — their peers, colleagues, employees, and clients.

That’s how they learn what’s working and what’s not in the way they run their company.

The business owners I know who are thriving, myself included, have mentors they trust and can turn to again and again.

Having mentors for different areas of your life is not only important but essential for your success, especially in business.

Mentors and coaches hold you to a higher standard. They hold your goals and potential high while you’re walking towards them.

It’s great to watch free webinars, listen to podcasts, and attend conferences but it’s important not to get stuck in over-consuming. You want to move from ‘consumer mode’ into ‘creator mode’.

The fastest way to accelerate your success is to work with someone who is doing what you want to do. Someone who has gone before you and is having success in their space. 

The best of the best have mentors and advisors around them.

New belief:  “No-one succeeds on their own.”

3. They believe they can succeed with just a few hours a day

The very first purchase you might think about making is to buy the most comfortable office chair possible. 

They are expensive but you’ll be so grateful you did, because to grow a successful business, you’ll spend a ridiculous amount of time in it.

A good question to ask yourself is, “If I was working in someone’s company, what would I be fired for?”

If there was a video camera on you 24/7, what would you be fired for? For most people, 9 times out of 10 it’s laziness.

Will Smith said, “I’ve never really viewed myself as particularly talented. I’ve viewed myself as slightly above average in talent. And where I excel is a ridiculous, sickening, work ethic.”

There’s no easy way around it … you cannot rely on your talent alone. No matter how talented you are, your talent is going to fail you if you’re not skilled. 

You need to put in the work and dedicate yourself to being better every single day.

Warren Buffet says, “I wake up in the morning thinking, “Today I want to be the best investor in the world.””

I know there is NO WAY that I would ever be fired from my company.

Your worthiness issues start to vanish when you know you’ve worked hard for something.

There’s a reality to putting in the effort of 8 hours a day and making great money. Your self-worth problems start to disappear and no one can make you feel like you don’t deserve success.

Eventually, you can reduce the effort when your systems, marketing, and funnels are all set up and still continue to have success … 

… but you have to do the effort first to show your brain that you’ve earned it.

New belief: “My work ethic is unfireable.”

When you believe:

1. I’m ready already
2. No one succeeds on their own
3. My work ethic is unfireable

… you can connect better with your ideal clients and you will attract more of the right people that you can help, into your business.

And what that ultimately means is that you can help more people, create a greater impact, gain more fulfillment in your life, and have a profitable business doing what you love. 

Do you want help doing this so you can get more quality clients?

I work together with people in the following areas:

1) Creating compelling content that converts

You’ll craft the right language to attract your ideal client, so the right people can immediately see what you’re all about and that your program is right for them. We also makeover your existing marketing and online presence and make sure your offer is irresistible. I’ll help you uplevel your package for your stage in business and the stage that your ideal clients are at to create rock-solid certainty in your offer that people find it hard to say no to. We work together on your marketing campaign to get the right people to attend your presentation.

2) Creating automated marketing funnels

You will create your 24/7 marketing machine that sets up your launch for success. You don’t need to be a tech expert, every single step is laid out for you to effortlessly follow. You’ll learn my unique method to monetise your event before it even happens. You’ll know exactly how to increase your registrations and how to get people to show up live. Plus you’ll get my strategy for how to leverage the presentation afterward.

3) Creating profitable presentations

We use my proven ‘Profit From Presenting’ formula to craft an event that signs up truly ideal clients. You learn exactly how to structure your presentation to give yourself the highest possible chance of filling your program.
You’ll also learn how to deliver with confidence, what content to share and what to leave out to make it valuable, but also profitable. You’ll know how to keep people engaged right to the end and have people raving about your event and telling their friends about it.

There is the option to work either in a small group mastermind or 1-on-1 (very limited spaces for 1-on-1).

In order to be the best candidate to get results, you must have experience serving clients in your area of expertise and getting results.

You would also have a pretty clear idea of what problem you solve and who you enjoy helping the most.

You must also be willing to create content, either with writing and/or video, and sharing your knowledge about the topics you’re an expert in.

P.S. Whenever you’re ready… here are 3 other ways I can help you grow your coaching business:

1. Grab a free copy of my ‘Client Attraction Checklist‘

It’s a powerful roadmap to attracting leads, signing clients, and scaling your coaching business. — Grab It Here

2. Join the community and connect with Coaches who are also growing their business

It’s our Facebook community where ambitious Coaches learn to get more income, influence, and impact. — Join Us Here

3. Work with me privately

If you’d like to work directly with me … just send me a Facebook Message with the word “Private”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details! — Message Here

Want to know the FASTEST way to turn strangers into clients?⠀

There are a lot of factors that lead to success in signing clients. We need a great offer, an effective marketing plan, skills, and tools that people want in our area of expertise. 

Those things are a given.

But none of that will help us if we don’t have TRUST. 

In the past, trust was built by close physical proximity. In this new age, we need to build it in other ways. 

Because of the wide range of options online, a lot of people are now more cautious when it comes to trusting people they don’t know. 

The interesting thing with trust is that you can’t buy it or convince people to believe you’re trustworthy. You’ve got to be intentional to earn it. 

Trust is stored and nurtured like money in a bank account. 

You make deposits into your followers’ accounts then exchange that trust with you when they follow you and buy from you.

It’s hard to quantify exactly how important trust is for business owners, but a lack of trust could potentially be your biggest expense.

Without trust, so many people lose sales without even knowing it. Trust is the social glue that holds business relationships together.

Yet, despite the importance of trust in the business world today, not everyone gives it the focus and nurturing it deserves.

So, how do you develop trust, so you can turn more strangers into clients?

Here’s what I believe is the number one thing…

EARN TIME

Trust develops with time.

There’s a piece of research that was done that showed it takes seven hours of consuming content for people to make a significant buying decision.

If you don’t have time with someone, it’s hard to get them to trust you. 

When you’re consistently showing up with value, you get to teach people new things. Through that, you demonstrate how you can help them …

… but people need personal connection as well as valuable content.

Around 16 years ago, I was a Personal Fitness Instructor. A gentleman came into the gym wearing a very solemn face.

I was full of energy and a little nervous as he was skeptical, wondering what a woman, half his age could teach him.

He became my client and we worked together for over 10 years, and now he’s my good friend.

As I think back to why he signed up with me, I hadn’t had a lot of business experience yet we had a rapport, and we had trust.

I’ll share my reflections, through the story with Richard, in the following 3 points.

How do you earn time?

1. Prove yourself through peers 

Richard walked into the gym, asked for the Manager, and asked to speak to the best Personal Trainer in the gym.

I had a great relationship with the Manager and when I look back, I see that I was using a business technique called ‘Relationship Marketing’.

I didn’t realise until later this is the way that I built trust with him which led to him giving me a lot of leads.

Therefore, I had earned the time with Richard because of the referral from the Manager.

When someone has referred you somewhere, you would be much quicker in signing up to the program than you would if you had just seen a Facebook Ad.

Even though referrals are a wonderful strategy, it’s not a strategy that you can fully rely on to grow your business.

It’s not a proactive strategy in terms of marketing.

Tony Robbins says, “It’s not enough to be excellent anymore. It’s about being outstanding.”

You can ask people for testimonials and reviews and you can create a community where people are talking about you.

For example, in my Inner Circle community, there are people who have been with me for 2 years and others who have just joined the group so when they are all together …

… the ones who have been in the group longer can testify that yes, Kat knows what she’s doing and she gets results.

These are some of the ways that you can fast-track this process of building trust by proving yourself through your peers.

This is the first reason why Richard signed up.

The second way to turn a stranger into a client is …

2. Believe in their most radical future vision 

When people show up to a Strategy Session with you and they tell you their future vision, who they want to be – because that’s what they want …

… in every cell of your body, you need to believe in their vision.

Richard came to me with the vision of wanting to look like Carlos Spencer, a former New Zealand Rugby Union player. Richard was a smaller build and had a smaller frame than what Carlos has.

Instead of telling Richard that he couldn’t do it because he was a different build, as other trainers had done, I began to encourage him on his journey …

… because I didn’t have his trust just yet.

I was able to be share more with him AFTER I had built rapport and trust and he chose someone else that he admired that was more his body build – Bruce Lee.

He trained consistently with me, 3 times a week for years. He went on to compete in 3 Body Building Competitions in the Master’s Division and then became a Personal Trainer.

Richard is in his early 70s, runs a business ‘Addicted To Training’ and is still going strong.

When you REALLY believe in someone’s future identity, you build massive trust.

3. Contribute to their life more than they’re paying for

You can be so much for than just a coach for your clients. You will be evolving over the years and people follow people.

People don’t follow programs. People don’t follow products, they follow people.

You could have the most amazing service in the world, but if you don’t have their trust, they won’t buy your service. Your audience, your people are watching your life.

They want to aspire to their next level and if you have gone before them and created a recipe for success, they will follow you and buy from you.

They want to know that you ‘get them’ and understand them. You have been in their hole and have climbed out of it so now you can show them how they can too.

You’ll be able to make a much bigger impact with your followers.

If there’s one key point I want you to take away, it’s this: when you know how to earn time, your marketing becomes easier, faster, and you show up with more confidence.

You connect better with your ideal clients and you attract more of the right people into your business that you can help.

And what that ultimately means, is that you can help more people, create a greater impact & more fulfilment in your life, and have a profitable business doing what you love. 

These ideas are just the tip of the iceberg.

Do you want help doing this so you can get more quality clients?

I work together with people in the following areas:

1) Creating compelling content that converts

I help you craft the right language to attract your ideal client, so the right people can immediately see what you’re all about and that your program is right for them. We also makeover your existing marketing and online presence and make sure your offer is irresistible.

2) Creating automated marketing funnels

I help you create a 24/7 marketing machine that you can rely on and also massively frees up your time. You don’t need to be a tech expert, I hold your hand and walk through it every step of the way with you.

3) Creating profitable presentations

We use my proven process to craft the right language that signs ups truly ideal, quality clients from your presentations.

In order to be the best candidate to get results, you must have experience serving clients in your area of expertise and getting results, and already have a pretty clear idea of what problem you solve and who you enjoy helping the most.

If you’re not sure if you meet this qualification, message me on Facebook or email me at info@katmillar.com and we’ll discuss it.

You need to be willing to create content consistently, either writing and/or being on video and sharing your thoughts about the topics you’re an expert in.

P.S. Whenever you’re ready… here are 3 other ways I can help you grow your coaching business:

1. Grab a free copy of my ‘Client Attraction Checklist‘

It’s a powerful roadmap to attracting leads, signing clients, and scaling your coaching business. — Grab It Here

2. Join the community and connect with Coaches who are also growing their business

It’s our Facebook community where ambitious Coaches learn to get more income, influence, and impact. — Join Us Here

3. Work with me privately

If you’d like to work directly with me … just send me a Facebook Message with the word “Private”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details! — Message Here

Do you find it disappointing when you take time to craft a piece of content, but it seems to do nothing?

Do you wonder how to get your content noticed more online?

There’s a big difference between content that people click ‘like’ on and content that is noticed, talked about, remembered, and most importantly, inspires people to take action.⠀
⠀
With people now more overwhelmed with options than ever, there’s one content approach that guarantees you get clients from your content more than anything else.

The skill of influence.

A lot of people create content. But not a lot of people know how to be influential with their content. And they end up frustrated when their content doesn’t convert.

Without knowing how to create content that is influential, your content doesn’t usually convert to paid clients. 
⠀
Creating influential content is an essential business skill that many business owners don’t know how to do well. But when you know how to do it, you get more clients from your posts, web pages, and emails.

You start to enjoy creating content more and reap the benefits of people responding to your content. 

Want to finally stop the frustration of wondering where your clients are going to come from, and get new clients PREDICTABLY?

In this blog, I share with you ‘Five Essentials for Creating Content That Converts Into Clients’, and how you can create content that not only gets likes but content that actually converts into clients.

It’s always about building relationships and building trust. It’s not sales media – it’s social media.

So it’s really important that you know exactly how to approach social media as a business person, as a way to grow your business to actually get paying clients.

There are so many parts to creating content.

There’s the whole strategy. There’s how to make it work with the algorithms and where to put your content.

There are some crucial ingredients that need to go into your posts, on social, and into your emails – both written content or video content.

I recommend that you do both written content and video content. If you can do both, you’re giving yourself a much better chance of attracting more clients.

You probably find it disappointing when you take your time to craft a piece of content, whether it’s a blog, a post, an email, a social media caption, or a video script, and you take your time to craft it …

… and it just kind of seems to do nothing.

You begin wondering…

“How do I get people to take notice? How do I get eyeballs on my content? How do I get attention?“

Or…

“Once I’ve got someone’s attention, how do I maintain attention and get them to take action on the call to action that’s at the end of the content?” …

… because your content pieces should all have a call to action.

And by that I mean they should invite someone to the next step.

There are multiple calls to action you can use. It could be inviting them to a masterclass. It could be that you invite them to a free resource that you’ve created as a way of building your email list.

You can build your audience by giving them something valuable.

Because there is so much free information, people aren’t going to pay for things like they used to so you’ve got to be giving a lot of really great free content.

But how do we also equate that into money coming into your bank account?

From the movie, “Field of Dreams” starring Kevin Costner, comes the saying, “If you build it, they will come.”

But that doesn’t work anymore. We need to know how to invite people to what we offer.

With all the wealth of information online, you have to think strategically about how you can capture the eyes, minds, and hearts of the people that are watching you.

This is an essential skill that you need as a business owner.

And if you don’t know how to do it, you’re going to struggle to get clients from your price, from your web pages, from your emails, and from your videos.

When you know how to do it, you will actually find that you will enjoy content creation more, you’ll want to do more of it because you’ll actually be reaping the benefits of it – you’ll see people responding to your content.

So if you want to get more clients predictively, learning how to create influential content is the key.

Here are five things to put into your content to make it stand out from the crowd so that people will respond to it.

There’s really not any market out there that isn’t crowded, but with these inclusions in your content, you can start breaking through some of the clutter and generate new clients for yourself and your business.

1. Show you understand them

The first thing that your content needs to do in order to be influential, to grab, hook, maintain attention, and to inspire action, is your content needs to show you understand the reader or the viewer.

When someone comes across your piece of content, the first thing that you’ve got to do is show them that you ‘get them’.

You want them to be thinking, “Wow, he gets me” or “Wow, she gets me”.

I like to describe it as getting into the hole with someone. They’re struggling in some area of life that you can fix.

That’s what your service offers.

You can help them with the problem that they have, whether that’s their health, their finances, their relationships, their mindset, some area of their life where they have a problem.

Most people are walking around thinking about their problems so you want to join them in that conversation.

Now, you can do this by grabbing their attention by using the word “you” a lot.

Using the word “you” is really helpful, especially right at the top of the post, and then in the video.

You want to show throughout their experience that you really can relate to them.

You mee them at their problem: whether you paint out a scenario or a scene like a movie does.

There’s usually a challenge and the hero needs to go through a journey, and there’s usually a guide that helps them.

So you want to meet them at that point of challenge because that’s what most people are thinking about.

They’re not thinking about fulfilling their potential or living their dream life yet so you’re going to show that you understand them first.

You need to really be feeling their pain, or really resonating with them.

To really connect with people’s pain and be very descriptive with it, you might describe a scenario or the actual symptoms of what they’re going through.

You can be really very specific and show them that you really understand them because you’ve walked the journey too. You are now further along and you’re now becoming what I call the interpreter of that journey for someone else.

Imagine that the person is stuck in a maze. You’ve already walked through this maze, come out the other side, and now you’ve become the guide.

They’re the hero and you’re the guide, and so you become an interpreter of the world.

2. Highlight the gap

There’s a gap between where they are and where they want to be.

You need to show them the gap and remind them why they’re here, and what life is like on the other side.

What a lot of people do in their content is they just give tips, they just give ‘how to’ content but they’re not actually contracting the gap between the two worlds. They’re not bridging these two worlds.

For example, in this blog post, which is a piece of content, I’m sharing five essentials for creating content that converts, and creating high converting content is one part of creating content to attract clients.

So it’s one part of it. There are actually four ways, that I teach, to attract clients. Here I’m sharing a small part of it.

I’m sharing what you can put into your posts, but you still need to know what type of posts to create, how to apply these principles, what kind of calls to action to put in.

You also need to know how to create landing pages, automated systems, how to link these all together with your funnels, your website, and your payment system.

Also how to actually get people to book onto calls, get people to show up, and what kind of sales process to do.

What I just did there, was an example of highlighting the gap.

I shared with you one part but there are still many more parts to know.

We call it in marketing, ‘leaving people hungry’, because we show them what they don’t know, as opposed to just making them full.

You give value. You give great tips but you also show them that there are still other things that they need to do.

3. Create desire

Create a desire, a feeling of desire in someone’s body.

One of the biggest problems I see in people’s content is that they haven’t crafted the language in a way that builds this emotional desire in the person to want to take action, to want to take the next step.

When you move people emotionally, you are creating a little bit of tension and then relieving it. You’re getting them excited about the possibility of what’s possible for them.

There’s a saying in marketing to enter into the conversation that the customer is having in their mind. This is step one – showing you understand them. But we can’t stop there. We’ve got to show that we understand them.

You enter that conversation, you relate to them, you meet them where they’re at, and then you highlight the gap. You show them the reason that they have that problem.

You don’t just say, “Hey, are you frustrated with this? How are you struggling with that?” you actually start to unpack the reason that they have the problem in the first place.

You start to show them all these things that they don’t know and that they don’t realise by highlighting the gap.

But you can’t just leave them there… you have to then build a desire to actually want to close that gap.

If you think about the logical sequence: we meet them where they’re at right now, we show them we understand, and we start to highlight the gap.

Then we start to build a desire for them to want to close it.

There’s even more than just meeting them in the conversation they’re having in their head. It’s also meeting them in the conversation they’re having in their heart.

Meeting them in their heart and their emotions, helping them to actually feel something, and have that micro shift in their body, and ultimately create excitement, for the possibility of what we’re sharing with them what we’re talking about the way we’re giving them the benefits, we’re giving them the consequences if they don’t change.

The we started to build some excitement in someone removing them emotionally, people don’t usually have a desire to take action, just by pure logic.

It’s very rare that that will happen.

So in Step Four, we want to shift their perspective.

4. Shift their perspective

The next thing we need to do is shift their perspective.

If someone consumes your content and doesn’t see something differently – even a slight shift of perspective, they’re unlikely to take a new action.

In this step, we need to change their beliefs.

They come with a certain belief, and by the time they’ve got to the end of your content, they have an altered belief – either a whole brand new belief, or they’re seeing it with a slightly different perspective.

Typically, you only want to shift one belief in your post.

So what I recommend you do is to write a list of beliefs that your ideal client has currently, and then write a list of beliefs that you want them to have.

For example, your ideal client really wants to lose weight but their belief is, diets don’t work or they need to exercise six times a week for 60 minutes.

They’ve got all these existing beliefs around what they need to do to lose weight but you’ve got a different method. You’ve got another way for them of looking at things.

What I do is write the information on a spreadsheet. I literally write the belief and then what I want them to believe instead.

Let’s say that they think they don’t have time for exercise. This might be one of their beliefs.

The belief you want them to have is that they don’t need to exercise for hours. They can exercise short and hard sets instead.

Or it could be that exercise for 20 minutes a day is actually less than point 5% of their time.

And so you’re having them shift their perspective that they don’t have time. This is shifting the belief to how they can make time because this is so important.

In order to do that, you’ve got to talk about the consequences of not doing it and talk about the benefits of doing it.

These are all things that make your content influential.

You shift their perspective. If someone consumes your content and doesn’t see something slightly different, they’re very unlikely to take a new action.

So if you want to move your audience to take action, you’ve got to shift something in their perspective.

This brings us to Step Five.

5. Inspire action

The most important thing your content needs to do is inspire action.

The call to action that you put into your content depends on a whole lot of different factors.

I’ve got a template of calls to action and when you should use each one, but here I’ll summarise and give you a little taste of it.

You want to ask, “How well does this person know me? How much trust is there?” because in order to build trust, you need time.

So if you’re running a Facebook ad, you’ve got to assume that the person doesn’t know you so you want your call to action to be an invitation for them to spend more time with you, so that they can learn to trust you.

Your call to action could be a free resource. But in that free resource, your goal is to get them to know you, like you, and trust you.

It’s very hard to build trust just from reading and writing. You can do it but it typically takes a lot more content for them to get enough of a feel of what you are all about. Video is one of the fastest ways to build trust.

Now, obviously, on Facebook Lives, people jump in and out of these and it’s more challenging to maintain attention.

This is why I always recommend that you do some form of presentation where people register for the presentation where you share valuable content and then invite them to the next step at the end.

This is one of the most powerful calls to action that you can create.

You can also start to build your email list and get people into your Facebook group so just depending on how warm that person is, you want to inspire them on what to do next.

But the important thing to remember with your call to action is that social media doesn’t love you sending people off somewhere else. That means that Facebook doesn’t want you to send people off to your blog.

So if you include an external link in your post it’s not going to be shown to many people, so please remember to keep people on the platform.

You can get around this by inviting people to comment. Then you can direct message them with the link to share with them as you now have their permission to contact them.

That’s one little tip when it comes to inspiring people to take action.

So let’s do a quick review. If you were to do an audit on your content right now…

1. Are you showing the reader or the viewer that you truly understand them?

2. Are you highlighting the gap between where they are and where they want to be, and positioning what you offer as the gap filler?

3. Are you creating a strong desire?

4. Are you shifting their perspective and showing them a different way of seeing things?

5. Are you inspiring them to take action?

Because if your content isn’t leading to clients, it’s very hard to build a profitable business that really helps people and really makes a big impact.

So if there’s one key point I want you to take away, it’s this.

When you know how to create influential content, your marketing becomes easier, faster, more enjoyable, and you can show up with more conviction, certainty, and confidence.

And that is going to attract more of your people, people that you can help, so knowing these influential principles is really powerful.

P.S. Whenever you’re ready… here are 3 other ways I can help you grow your coaching business:

1. Grab a free copy of my ‘Client Attraction Checklist‘

It’s a powerful roadmap to attracting leads, signing clients, and scaling your coaching business. — Grab It Here

2. Join the community and connect with Coaches who are also growing their business

It’s our Facebook community where ambitious Coaches learn to get more income, influence, and impact. — Join Us Here

3. Work with me privately

If you’d like to work directly with me … just send me a Facebook Message with the word “Private”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details! — Message Here