Kat Millar

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3 Ways To Convert Quality Clients, Without Feeling Like You’re Selling

If you’re in business. I’m sure that you understand the importance of converting leads into clients.

A lot of business owners really don’t like this idea of being salesy, pushy, or coming across awkward. I get it, because I hate being perceived that way also.

We’ve all been in a sales conversation where we’ve felt that the person doesn’t really care about us and they’re just trying to push the product or the service on us. When I started out in business I really hated selling, but the truth was, I just didn’t understand it.

I remember being at an event once and the guy said to raise your hand if you’re in sales.  I was a personal trainer at the time, and there were hundreds of us at the event. No one raised their hand. And he said, “Well, you’ve already lost the game if you don’t view yourself as being in sales.”

I remember getting this really icky feeling that I did not want to be known as a salesperson in business. But here’s the thing; when you attract the right people who are a great match for what you’re offering, it doesn’t feel like selling.

It actually feels like an enjoyable conversation and experience. It feels so natural and it just flows. You don’t have to think about what tactic you will use and how you will overcome an objection.

So how do we actually do this effortlessly?

When I talk about converting quality clients, I’m not just talking about just anyone. I’m talking about your ideal clients who are your dream clients.

Your dream clients are those who have all the traits and elements you put into your ideal client avatar, when when you planned out who your ideal clients are. So for example, your ideal client knows a lot less than you about the topic you are speaking about.

A lot of people show up with imposter syndrome, feeling like they are not wanting to sell because they feel like they don’t know enough. So you want to design your ideal client avatar for people who are way further back in the journey than where you are.

When you get the right people into that conversation, then you’re able to influence them for good. You’re able to help them to overcome the block that’s in their way. You’re able to help with the problem they are experiencing by offering the solution.

True influence is helping people find a solution. It’s helping people go from what I call, pain to paradise. It’s helping people so they can overcome the problem and overcome the block that is stopping them from taking action.

If you don’t do that, then you’re leaving them suffering and stuck in their pain. So if you want to be able to elegantly convert people and not feel like you’re a salesperson, then learning true influence is what will help you convert people into paying clients.

Since 2003 I’ve been working with thousands of people to make positive changes and get breakthroughs in their lives and business. I started out working as a personal trainer, helping coach people with weight loss, fitness, and bodybuilding.

Throughout my whole journey of 18 years in business, the main thing I’ve been doing is helping people get breakthroughs in their lives.  When you think about a breakthrough, it’s like a penny drops and people get that aha moment and have a revelation and an epiphany.

I heard someone say once that it’s best to be deliberate, not desperate.  I love that! You don’t want to come across as desperate because desperate energy puts people off. One of my mentors Ben Harvey says that buying begins the breakthrough.

Think about when you’ve had a breakthrough. Often it’s because you’ve invested somehow in your breakthrough. You’ve paid to go to a seminar, course or event workshop and you’ve had a breakthrough.

Having a breakthrough feels incredible and breakthroughs start because we make a decision to take action.  Usually, that decision to take action is because someone has influenced you. When you have the right heart and the right mode of influence, you will help someone improve the quality of their life.

I really want you to view sales as helping someone discover what they are missing. It’s not about changing someone’s mind. It’s about helping someone to deal with the problem they are struggling with.

This takes the pressure off you and you become excited to tell people what you do. If you’re in business, you have to constantly be telling people about what you do. It’s so important that you know how to sell especially if you’re a coach, consultant, healer, author, speaker or practitioner, and you want to help people improve their lives.

You won’t be in business if you don’t sell, so you have to learn to confidently and boldly tell people what you do. If you want to help more people and make a bigger difference in the world, sales is one of the most important skills that you can develop.

I remember sitting in an event once with Jeffrey Slater and he said that sales is the skill you do not want to learn, but it’s the skill you most have to learn. Most people don’t want to learn sales, but without learning sales, you will have to go back to working a normal job.

In discussing the best ways to find a quality client, I’m assuming that you have a heart to really make a difference in the lives of people and I’m also assuming you’re not trying to sell someone something they do not need. I also assume that you have a good offer, because without a good offer, then you’ve got nothing to offer anyone.

To craft a good offer, you need to have lots of quality, real-life conversations with people, that you ask specific questions that address their needs. These conversations help you to craft an offer that is needed and that you are proud of and want to share.

When you have a fantastic offer, then you can start having quality conversations that will bring you ideal clients that are a match. So how do we make that match with quality clients?

1 – Awaken Their Future Identity

Everybody has what I call a BFS, a best future self.  Everyone has something that they want to improve in their lives. It could be being a healthier, fitter version of themselves. It could be having a stronger relationship or marriage, or it could be improving the way they parent.

The first way to influence some positive change is to awaken that vision and identity of who the person wants to be. This goes so much deeper than just what they want to have, it’s actually about who they want to be.

People don’t want to buy your product or service, and they don’t want a coaching session. They don’t want an 8-week course or to watch your 27 videos. They want to be the best version of themselves in the future.

In order to awaken that vision, you don’t just want to focus on the method of how you help people or the features of your program. You want to focus on awakening in them the best version of themselves, that may have been lying dormant in their minds for many years.

You’ve got to craft your questions in an elegant way, to remind them of who they want to be. People get buried under all the yuck of life and they forget who they want to become. It’s your job to remind them.

I think of selling as a coaching session. So much of coaching is about asking the right questions and helping people change their perception. At the end of a coaching session if we’re a match, then the person will become a client.

Asking the right questions takes planning and it’s a skill you develop. It’s important for people to get a vision to see, hear and feel what it would be like living in the best version of themselves.

You want to ask people to remember that vision of being their best self and also you need to ask why it’s important to them. This takes time. You’ve got to really listen intently, you’ve got to notice shifts in their body language, and notice what lights them up.

Notice their keywords, their body language, and the shift in the tonality of their voice. You’ve got to be able to sense how people are and you’ve got to be able to see them physically to see their visual cues. This is why having a video call is so important.  Sometimes you have to go digging for the BFS goal because it’s not always top of mind with people.

So many people when they’re having sales conversations, don’t understand this. They like to rush the conversations. I used to do this myself. Understanding people’s future vision is so important.

I remember when I was a personal trainer, I just wanted to get people out into the gym, instead of really taking that time to understand what they want and why it’s important to them. This helps so you can motivate them when things get hard.

Back in my PT days, I just ask client’s how long they’ve been in the state and what they wanted to fix.  And then I’d try and get them into a 12-week challenge so they could start losing the weight without understanding their motivating factors or what would drive them to change.

When you’re talking to people, really take notes of the words that they’re connected to. Take note of when people are passionate and note when you see a shift in their body.

2 – Educate Them

The market has really changed from a buying perspective and we’ve changed how we interact. People are more educated now than ever before. You can pull out your phone and educate yourself very easily, no matter where you are.

The idea of selling is not really selling anymore. You can sell without feeling like you’re selling, by doing education-based selling. Education-based selling is completely different.

The cool thing about this new marketplace is that if you enjoy teaching, training, and educating people, you’re in a good position to understand how to influence somebody.

When I have a conversation with someone who potentially wants to get some coaching or wants a mentoring program, rather than going through outdated sales techniques from years ago, I educate people in my conversations.

Back in 2003 when I did my apprenticeship at the gym, conversations were very scripted instead of being dynamic conversation. It wasn’t about education. Now what I do instead of talking about the features of my program, I educate people.

When I talk to someone who is struggling in their business and they want more clients, or they are wanting to improve their presenting or copywriting skills, I’ll educate them on what’s working right now for my business to help get clients.

People don’t really care about your product or program or if you give tech support. They just want to know that you’re able to give them what they desire in life, and this is where you can show them that you’re the expert and you do this through educating people.

When you take the time to educate your clients, it can really dramatically shift things, especially with quality clients. Quality clients need to be educated, they need to understand why you are different in terms of the result you can offer.

I use a 3- step method for this, and I call it the CPR method. It’s like resuscitating someone who is sick, but you’re resuscitating their vision of their best future self in the midst of educating them.

C – Credibility

If you want to influence someone, share your credibility, your experience, knowledge, and skills. Share why someone would want to work with you.

I remember when I worked as a gym instructor in New Zealand. There was a trainer there who would see someone doing an exercise wrong. Instead of walking up to them and saying to the person, “Hey, I’m Bob and I’ve been training people for the last 5 years. Do you mind if I give you a quick tip on how to protect your back?”

He would shout out across the gym and tell people what they were doing wrong. It would cause people to get really embarrassed and I would cringe when I heard it, because he would embarrass people publicly. He wouldn’t tell people about his years of training people, which would give him credibility. He would just yell at people.

So anytime you want to educate someone, you need to frame it around your credibility.

P – Process

Sharing your process with people is really important. Tell people what your process is, share that your process is step-by-step and explain how you’ve organised your knowledge. People love organised knowledge.

In a conversation, this might look like,  “Hey Tommy, so I heard you say you want to work full time in your business so that you can have the flexibility of working from home. Is this right? So, over the last 18 years of working in business I’ve discovered there are 3 main problems people face when it comes to business…”

In my strategy sessions after I ask the key question, I then create a roadmap for the person and explain how the coaching would get them results. I explain step-by-step how things will progress and I show how my knowledge is organised. People love a step-by-step strategy.

R- Results

You want to share the results you are seeing when people follow your process. You might say, “Sally followed this process and she was able to make 10k a month and was able to increase her conversion rate from 50% to 70%.”

Share your client stories and describe the results client’s got when they followed your process.

3 – You Are The Prize

You are the prize. Say it out loud with me, “I am the prize!”

There are thousands of people that you could potentially be coaching or mentoring and there’s only ONE of you.

Your time is limited, so you only want to work with quality people. If you’re working one-on-one with people, you want quality people to book into your calendar. You don’t need people wasting your time.

You want people who are ready and are seriously committed. You only want to deal with people who want to work with you, who trust you, and who want to take action.

Money is a commodity. You can get money from anywhere, but you only have one you. If you’re coming in with an energy of chasing a person in a strategy session, and if they feel like prey being targeted, people are going to run away.

However, if you come in totally neutral and you’re not chasing, you become the magnet. You know you’re the prize because you’re good at what you do. You want to attract the right clients and repel the wrong ones like a magnet attracts and also repels.

It all comes down to presenting to people the opportunity to improve the quality of their life.

You don’t need to try and convince your ideal clients, you want to find people who are already convinced because you’ve educated them and you’ve provided valuable content.

So the goal with sales is matchmaking, not trying to sign everyone up. It’s about matchmaking with your truly ideal, right-fit client.

So if you want to be known as the one that people chase, rather than being chased by them…

I’d like to invite you to a free client attraction strategy session. 

I work together with my clients to:

1) Make your offer irresistible. I help you get clear on the best packaging and pricing for your stage in business and the stage that your ideal clients are at.

2) Clarify your language. I help you understand the beliefs your ideal clients have and what you want them to believe.

3) Creating organic, compelling content that converts. I use my proven process to craft the right language that calls in truly ideal, quality clients. This will ensure you get enquiries from your content.

In order to be the best candidate to get results, it’s best if you have experience serving clients in your area of expertise and getting results, and already have an idea of what problem you solve and who you enjoy helping.

If you’re interested, message me on Facebook or email me at info@katmillar.com and we’ll have a chat and see if you are a good fit.

I look forward to chatting with you!

Kat

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Is Creating Content Enough To Attract Clients?

Do you ever spend ages creating a social media post or email … but barely get any engagement?

Maybe you only get a few likes or comments, and hardly anyone opens your email that you spent hours crafting?

Do you ever wonder … is it worth all the effort?

It’s so discouraging when you have poured your heart and soul into something, making it as good as you can, and adding as much value as you can and getting very little response.

A lot of people ask me if creating content is still effective in attracting clients?

By content, I’m talking about things like emails, blogs and social media posts.

Think Of The Buyer’s Journey

If you think of the buyer’s journey, there are different stages that the buyer goes through. Buyers go from awareness to being problem aware, through to being solution aware. It’s very rare that someone will see a social media post and sign up with you right away.

Content is good for keeping you top of mind. It’s good for inspiring a small step of action or for educating people on what you do. It’s like a drip-feed. You give little pieces of education and inspiration so that you open people to a new way of thinking.

Typically content isn’t good for converting people. If you think of it as a pipeline, you’ve got all these stages that people go through before they actually sign up and pay money to you.

Content is just little bits to keep you on top of people’s minds and to slowly build trust. It’s almost like adding a little bit of money into a bank account a little at a time, and then when you’ve got enough money you spend it.

If you think about posting content in this metaphor, a piece of content is not usually enough to convert people into paying clients.

Social media is not designed to sell to people and this is where many business owners and coaches get it wrong. It’s too fast and a lot of people try and fast-track their sales process. This can end up putting people off because you’re selling too soon.

Build Trust First

Trust needs to be built first. Someone is not going to turn into a paid client from a social media post because not enough trust has been built up in their trust bank account. It’s almost like trying to make a withdrawal before you’ve put enough into that account to withdraw the money from.

Content keeps you freshly on top of people’s minds. It’s good for grabbing attention, but it’s not good for maintaining attention. In order to trust people, you need time for trust to develop.

Research shows you need about 7 hours’ worth of time with someone before you trust them. So if you’re creating social media posts that take one minute for someone to read, you have to do a heck of a lot of those posts in order to build up those 7-hours of trust.

If you’re creating 1-minute posts, this means you have to create 60 posts to get an hour of attention, so you need to do that for 7 hours, which means you’ve got to create 420 posts!

How many people have you found that actually transfer money into your bank account because they saw one of your social posts?

How often has someone signed up for a strategy session or discovery call in your calendar by reading one of your blogs? It doesn’t happen very often.

Live Video Is Powerful

Written content still has its place. But studies done by Livestream show that 79% of people believe that live stream videos provide a more authentic interaction with the audience.

Live presenting, like doing Facebook Lives are so popular now, and people are drawn to watch something real-time, rather than a polished piece of footage.

Audiences spend about 3 times as long watching live-streamed videos, as opposed to watching traditional pre-recorded videos. This is a pretty powerful statistic. Live interactions are more authentic and relatable. It’s not all scripted with multiple takes and lots of editing.

People who are willing to show up on camera and share their expertise build their businesses faster. It takes courage and it takes preparation because you have to organise your knowledge. The more you show up on video, the better you become.

Your positioning changes in people’s minds when you show up on video prepared and with your knowledge organised. It elevates you and your positioning in the minds of your community.

Facing Your Fears Propels You Ahead

The fear of public speaking takes a lot of people out of the game before they’ve even begun.  If you’re courageous to step out into the world of public speaking you immediately differentiate yourself from many of your competitors, who are not willing to do it.

Public speaking and learning to present live is a hugely valuable skill.  You can do live videos from anywhere, at any time and these days you don’t need a full-on studio. You can just do it on your phone or laptop.

When you do a live video, or run a live event, as opposed to a pre-recorded video series (like an evergreen webinar for example) people give you their time because you’re offering to educate them.

Building Trust Through Education

Educating people is a way that people will give you their time and it helps to build trust. The more time you spend with someone (like a friend or family member), the more you trust a person. It’s logical right?

It’s the same in business. The more time someone spends with you, the more they will trust you. You aren’t going to trust someone you’ve just met on the street. So you need to spend time with people to enable the trust to be built.

When you hold an online event, it’s a win-win situation. You are giving a whole lot of valuable content and educating people for free. People receive free education and in return, they give you their time, which leads to trust-building.

This is the underlying principle. It can’t just be content on its own. And you can’t do an event with no content either! Basically, you’re taking a whole bunch of strangers on social media and you’re asking for their time.

When you do a live event you can take someone from ‘cold to sold’ much quicker. If you do content in small amounts, it could take months or even years for people to trust you.

When you do a full-day event, it can convert people straight away because you get that 7-hours of trust-building in one day.

This supercharges your leverage from taking months or years to build trust, to being able to build trust within a day. Or you can do it through a few different shorter webinars over a couple of weeks.

1 – Compelling Content Is Not About What You Do, But How You Do It

When it comes to content, it’s not a case of just pumping out content. It’s HOW you’re creating your content. Is your content compelling, engaging and inspiring? Do you know how to influence people through your content?

Being able to influence people through your content is a skill and it’s a craft and it’s well-worth learning.

I’ve had people book into my calendar from one social post. Many times I’ve had people book into my calendar from watching one Facebook Live video.

More often though, people have watched a few videos or read a few posts or maybe gotten a series of emails before they book in for a session with me. Not everyone is ready straight away to purchase.

So it’s not just the words you put on the page, but it’s how you actually craft your content.

Are you speaking the language of your ideal client? Are you waking up their desires and speaking to them emotionally? This is one of the most important parts of great content. You need to be able to move people emotionally with your message.

2. Content alone is rarely enough to attract clients consistently

Content alone is rarely enough to consistently attract clients. Content plus presenting is the most potent combination to attract clients to you fast. Content is not there to convert. Content is there to attract, engage and remind people of you.

Conversion events are where you not only get someone’s attention, but you maintain their attention. You build trust and position yourself as an authority. You’re able to overcome people’s false beliefs, inspire people to action, and you’re able to get people emotional and feeling the energy that you just can’t get from a social media post.

There’s so much power to doing both content and presenting events. It’s multi-dimensional and it’s a series of steps.

If I was to condense it down to what has helped me the most over the past 5 years as a business coach, it’s the combination of creating compelling content and presenting and running conversion events.

You need the content to support the event. You need the event to contain your content. When you get it right, it’s a powerful combination.

You can’t do an event 5 days a week, but you can post content 5 days a week. You can’t do events all the time because they are exclusive.

So you’ve got content in between big events. This is a real winning strategy.  So few people are actually willing to do this because it takes work. It’s not a get-rich-quick scheme. It does take work.

But if you develop these skills, you never have to worry about money again, because you just keep getting better and better at these skills. You can go anywhere in the world and get clients and make money.

When you get the combination right, you’ve got an asset. You don’t have to keep creating endless posts over and over. You have a signature event that just gets better every time you craft it. It’s like a book. It becomes an asset.

People ask me how can I run a whole day online event? I never thought I could do a whole workshop online. But fortunately, with the pandemic have come some blessings also. One of these is doing online workshops and webinars.

We’ve realised how super accessible online events are.  I’ve been running online full-day workshops for over a year now and they are incredible. I’ve been able to have people from other states, cities and countries attend my events, which I never could have done with live face-to-face events.

I’ve undertaken 6-day and 4-day courses online, where you are online for 10 hours a day. You have to take stretch breaks, have a little dance party and also have people connect in breakout rooms.

You need to have people actually doing things and participating during the event. No one wants to just sit and learn and be spoken at for 8 hours. You have to include people to participate.

If you do these events well you can connect up-close and personal with people, which you can’t necessarily do with a room full of people in a live event. You can build intimacy and get really personal with people that you can’t do in a massive live event.

One-day events are one of my favourite ways to build my business. You can give people so much value and help people. And it helps you to build trust with people more quickly.

3 – Content + Presenting = The Most Potent Combination To Attract Clients

Learning to create online events gives you a rock-solid strategy that you can rely on for your business. You just have to commit to learning how to do it.

Years ago I attended a conference and I remember watching all the speakers on stage and I thought that I want to be one of those speakers, instead of just watching them. But it takes facing and overcoming your fears.

When you can commit to creating more live presentations, like live video and live, online events, it takes away needless hours of churning out endless content.

So if you would like to know how to create really compelling content, how to run a profitable conversion event, and also how to set up a client attraction machine that is automated and seamless, I am sharing it all for FREE in my upcoming 1-day event on Saturday 15th May…

How To Attract A Steady Stream Of New Clients.
Find out more or register here

If you want to take a day to actually get things done in your business, not just learn information, but actually work on your business, this event is for you.

You don’t need to be an extrovert, you don’t need to be a techy. I’m not any of these. I was simply willing to learn, show up and take a risk, and present.

And that’s the key here. All you need is a willingness to do it, a willingness to help people, and a willingness to get over yourself!

Let’s be honest, it’s not about you, it’s about a message that you have to share.

The world needs you.

See you there!

Kat

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Content That Gets You Likes Vs Content That Gets You Clients

There is a big difference between content that gets you likes, and content that gets you clients.

And it’s not just the dollars that come with gaining clients. I have discovered 3 simple tricks that will make your content 100% more compelling.

Content that gets you likes may be interesting and entertaining. It might be a little educational.

But there are depths and layers that we can add to our content, which inspires people to actually take action as a result of reading your content, and this is our ability to influence through our content.

Influence is the ability to inspire someone to take action to get more of what they want. To influence someone, you have to go deeper into their subconscious mind.

Lots of people are producing content, creating videos and getting themselves out there online now, but not many people have a solid, consistent, client database and income.

Success is not about just people liking and commenting on your posts. The most successful people actually aren’t spending all this time on social media checking likes and checking comments.

The most successful people are too busy servicing their clients to worry about that.

Once you know how to create influential content that is compelling, your whole world expands and opportunities open for you.

It doesn’t mean you’re better, it just means that people position you and see you differently. More people contact you to speak on their podcast or in their Facebook group. That’s what happened when I shifted my live events online.

When I was started shifting all my events online, I had many invites to speak to various groups and on podcasts. This was because I was consistently showing up.  I was willing to consistently show up with content that influenced.

I challenged myself to not just create ‘How To’ content or ‘Step by Step’ content, but to go deeper into people’s subconscious mind, because that’s how you influence. When you understand the drivers below the surface logic, then you can get more people booked into your calendar for strategy sessions and discovery calls.

Influential content is crafting your words in a way that makes people want to take action, and take that next step towards actually working with you.

Whenever I put out a new blog or a new video, or send a new email,  I’ve really crafted it and thought about the how to make it compelling and influential. Typically people reach out to me and book into my calendar or webinars, or they contact me privately.

Crafting influential content works. You don’t have to have 1000’s of people on your mailing list, you just need to know how to influence people.

When you have developed the skill of influence, people will reach out to you for PR opportunities and for joint venture opportunities.

You will find the whole world opens up to you and it’s not by chance. It’s because you know how to arrange your words in a way that speaks at the subconscious mind.

It’s about knowing how to awaken desires within people, to make them want to learn more, and motivate people to move away from their pain.

Credibility doesn’t come from just having knowledge. They say knowledge is power, but it’s actually only potential power. Credibility comes from getting people results.

When people want to succeed, they seek advice from people who get results and who are further along in the journey than themselves. It’s not just about teaching something to people, it’s about your ability to communicate your value so that someone wants to follow you because you get results.

1 – Influential Content Is Conversational And Natural

Influential content needs to be conversational and natural. People want simplicity and they want something they can understand easily.

People are influenced when they trust you. Who do we trust the most? We trust the people closest to us. We trust certain family members, our friends, our partner, our close peers.

If we’re not being our natural selves, our content can sound formal, when we wouldn’t speak that way with our friends or family if we were chatting over a coffee.

When you create content, you need to speak to your clients as though you are speaking to a trusted family member or friend.

We also do this when we get on video. I look back at my first Facebook Live and I cringe! I was so unnatural. It’s not easy to be yourself when you get a camera in front of you.

When things are not natural and they are hard to read, or when you sound like a robot, your readers lose interest quickly and they scroll on by. So you want to write like you’re just sharing to a friend and write in a conversational tone.

That is what makes it influential. We are more influenced by our friends than we are by a marketer online, or by a business person online.  We’re influenced by the people that we trust and the people that are closest to us.

Forget what you learned in English, in terms of things having to be in perfect grammar. When you write as you speak, your writing is going to be more influential and you’re going to be ahead of most people,  so keep it casual.

2 – Influential Content  Speaks To The Subconscious Mind

There was a study done by Harvard, that shows that over 90% of our buying decisions are made by our subconscious mind. When you think about buying, it’s all about influence.

When you buy something, it’s because you’re influenced in some way by the colour, shape, the words or the sound. Something influenced us to buy it. So if you want to influence people,  the most essential business skill you can have is to be able to speak to the unconscious mind.

We do this by understanding the real drivers of human behavior. It’s not logic. It’s connecting with the pain, desires, values, shadow values, beliefs, and things that go beyond our logic.

For example, status is one of the 7 desires that I spoke about in the last training. The need to increase our status by something we buy is a strong driver. People are asking themselves if what they are buying will increase their status.

Other drivers could be the appearance of intelligence, looking smart, appearing powerful, being wealthy, or it could be something altruistic, like doing kind deeds. If you want to influence people, you need to understand these subconscious drivers of human behavior.

When we purchase something, we often aren’t thinking logically. It’s like doing a bungee jump. You don’t think through it as though you are going to get different benefits of it. You don’t think through the pros and cons of doing a bungee jump.

When I decided to do a bungee jump, I wanted to feel the thrill and the freedom of throwing myself off a bridge. I wanted to feel brave and courageous.

It wasn’t a logical decision. It made zero sense to throw myself off a bridge. My Mum was absolutely mortified and said she wouldn’t throw herself off a bridge if someone paid her $500 million!

But yet, I chose to jump, even though it made no logical sense because it actually is not logical.  It was so scary. There were not many benefits. But I was driven to do it.

Influential content speaks to the side of someone that’s driving them, the side where they’ll find the money, they’ll find the way, they’ll find the resources that they need to make it happen.

If I think about the programs that I’ve invested in to teach me with my business, the most expensive one was $17,000.

I had no money at the time and I had 3 credit cards full of debt. I think now that it was such an illogical decision to put myself in another $17,000 worth of debt, but I didn’t think of it like that. I thought of it like an investment into my future.

I’m so glad I wasn’t logical because that was one of the most powerful things I’ve ever invested into. It gave me an NLP certification which absolutely changed my life and the way I think about myself and the world. It gave me a life coaching certification, speaker training certification, and a business certification.

I have seen a massive return on investment because I’ve made way more than $17,000 back from that investment. It was illogical, but it felt right, because the person who sold it to me influenced me, because he pushed on those values. He helped open my future vision of myself to be a successful business owner.

So too,  you can deliver content that goes straight to those core needs. And remember, it’s about emotion, not logic. When you learn to speak to the subconscious, it transforms your content completely.

3 –  Influential Content Speaks Directly To A Person’s Pain And Desires

Influential content speaks directly to a person’s pain and desires and this is how we wake up the emotions. You really need to know your ideal client and speak directly to them.

You can’t expect people to be influenced by your content if you don’t understand them. And you’ve got to speak their language and know specifically what pain areas they have.

What are their fears, frustrations, and struggles in their life right now? Then you need to articulate their pain to them exactly in a way they would say it.

We used to get taught paraphrasing. When you’re having a conversation you do open listening and you paraphrase back to the person what you heard and you repeat it back exactly how they said it. So if someone said they want to get rid of a muffin top, you wouldn’t say, “Oh, so you want to get toned obliques?”

You would repeat back using their exact language.

You’ve got to use your ideal client’s exact language. And to do that, you have to get to know your target market. And you do this by having lots of conversations with your ideal clients. I’ve done hundreds of free sessions with people who are ideal clients so I could learn their language, their pain points, and their desires.

So there you have it, the difference between content that gets you likes, and content that gets you clients.

Want help to grow your business?

Business is too hard to do alone.

If you need help to get more right-fit clients, free up more time and create a profitable, lifestyle-friendly business that you LOVE, I’m offering a free 45-minute next-level business strategy session, where you’ll get clarity and a clear action plan.

I’ll walk you through a roadmap to show you exactly what you need to do and personalise it to suit you. 

Apply now for your free next-level strategy session

 

 

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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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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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