Kat Millar

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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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3 Things To Master To Hit Your First 100K

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

Want to know the fastest way to do it?

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

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

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

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

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

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

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

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

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

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

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

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

Yearly goal – $100,000

Monthly income goal – $8,333

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

Hours working per week goal – 10

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

= Your hourly rate – $200

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

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

Yearly goal – $100,000

Monthly income goal – $8,333

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

Hourly rate goal – $150

Hours you need to work – 14

These figures give you clear goals to work from.

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

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

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

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

1 – Craft Your Signature Offer

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

  • Coaching
  • Content
  • Community

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

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

And finally, people want a community.

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

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

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

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

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

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

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

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

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

2 – Create A Sales Mechanism

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

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

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

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

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

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

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

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

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

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

3 – Create Compelling Content

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Kat

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

You can apply for your 1:1 session here.

 

 

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3 Ways To Instantly Get More Eyes On Your Posts

There are 3 main things that make your social media posts instantly more attention-grabbing and they’re often not what people realise.

If you’d like to create more compelling posts that really catch people’s attention and stop them from scrolling past you, then you are in the right place.

People scroll so fast on social media that you are literally one scroll away from losing someone’s attention.

So, if you want to stop people scrolling and you want someone to stop and read your posts and absorb them, I’m going to share 3 things that you can do in your posts and these have been a game-changer for me.

These are three of nine things that I share in my full content on this topic, but in this video I’m going to be sharing the top three.

These are principles that you can use for social media posts, as well as  any type of content creation, including emails, blog posts, and videos etc. If you have these 3 things in your content, you will grab people’s attention and hook them in and they will give you their time.

1 – Curiosity

Curiosity is that thing that hooks people in. It’s the thing that gets people to open your emails and to stop the scroll.

It’s the reason that the news readers always open a loop by saying something like, “After the break a woman got stabbed while she was on the roof of a car and we’ll tell you why…”

This builds curiosity and it makes you stay to learn more (if you’re that way inclined). Curiosity is the thing that makes you want to reply to something on Facebook, because a loop has been opened in your brain.

Our brain is designed to close loops. So for example, if someone starts saying something and then they get distracted, they’ve opened a loop in your brain. Your brain needs the closed loop to finish the story, and if something is unfinished, your brain often holds onto it.

There’s some really cool research that was done on waiters who were given the orders, and they discovered that they would only remember the order until the person actually paid. As soon as the person had paid, it closed the loop and they stopped remembering the order.

Their brain kept that loop open, because they needed to remember that information, until the person actually paid. Then their brain deleted that information to free up more space in their brain.

This concept of opening a loop in someone’s mind is your first line of your social media post is designed to hook someone in, like a fishing rod.

Once you’ve got them in, then you’ve got to keep them on the hook. So essentially if we fish someone in, we’ve got to hold on to them before they run away.

When you create curiosity, people can’t help but want to read more. Our brain is designed to close loops. So if we see something that opens a loop in our mind, our brain seeks to close it.

We can open a loop by asking a thought-provoking question or making a bold statement.

A bold statement makes someone say, “Hang on, what do you mean?” And they read the second line.  The second line gets then to the third line and so on.

The subject line of an email, for example, is the most important part, because you need to grab attention with curiosity so that people actually come behind the door (so to speak) and read it.

When you speak your ideal clients language, they get curious. To do this, we’ve got to be super clear on what they want.

I recommend you create a quadrant of dreams, desires, fears and frustrations and have these in front of you when you’re creating content.

When we know these four things we can feed the curiosity. People only stop scrolling if they are curious and if the content is relevant to them.

You could use a bold statement like, I dunno “The Queen just ate a spider.”

That’s a bit of a bold statement, but if it’s not relevant to the person reading it, it will not grab their attention.

If you want to get someone reading your post, you have to speak their language – with things that matter to them.

You have to tap into the dreams, desires, fears and frustrations of your target market. So you might say something like, “Do you ever feel XYZ?”

Or you could state a bold statement like, “The ONE thing that I used to XYZ.”

This builds curiosity in a person so they think “I HAVE to know!”

2 – Contrast

Using contrast is all about showing the two different worlds – between someone’s current reality and future.

So, if you think about it this way – all of us have two different worlds that exist in our lives. You have your current reality and your future reality.

You want people to show people how they can come over to their new desired world, so you’ve got to really make it clear in the contrast between the two worlds.

For example, we all have a health bridge – where we are in our health right now, and then where we want our health to be.

We all have a financial bridge. A relationships bridge. We have it in every area of our lives. Where we’re at, and where we want to be.

The contrast is the two worlds and the bridge is the piece of content that we’re creating to bridge the two worlds.

So if you are someone who helps people manage their money for example, you’ve got to talk about the current reality, and you want to use visual and emotional language that is very specific and descriptive.

You could say something like, “When you open up your banking app, does your heart sink because you’re missing a couple of zeros at the end and you really need to pay rent?”

You are talking about their existing world and you’re building that picture of the current frustration.  Then you start talking about how good it would feel to open your bank account and know that everything is sorted and you don’t have any financial burdens.

You can use kinaesthetic language that people can relate, like that feeling of relaxing, dropping their shoulders and knowing that everything’s taken care of when then open their bank account.

We’re building out some feeling and emotion, and we’re painting a visual picture between the contrast of now and the contrast of what’s possible, and we are highlighting the gap in between. We have to show people where they are and where they want to be.

And if you want to engage people and hook them in, you want to be really clear on those two worlds.

An example of highlighting the gap is this. Right now you’re learning about how to create more eyes on your post.

But you also need to know what kind of calls to action are most effective, how to create a landing page, how to set up an automated booking system to book clients in online. How do you actually convert those leads into paying clients?

So what I’m doing now is I’m highlighting the gap. I’m teaching you some cool stuff, then showing your there’s a gap of all this other information you need to learn. You’re seeing it in action.

3 – Credibility + Connection

To attract the right people, you want to use a balance of credibility and connection.

When your content has a balance between credibility and connection, people are more likely to feel drawn to you.

What I mean by credibility, is your experience, skills and knowledge. You are giving evidence that someone can trust you.

To add credibility, talk about how many years you’ve been in business, how many years you’ve been helping these types of people, or researching and studying and diving deep into this topic.

Telling how many people you’ve worked with, and giving numbers and dates are really powerful. If you read through my Instagram posts, you’ll see some examples of this my posts.

Also talk about some areas of vulnerability, show humaneness, show that you’re relatable. This brings a connection with your target market, alongside your credibility.

There has to be balance. If you just talk about how great you are, you’re going to put people off. If you’re constantly talking about how great your life is and how great you are, you don’t give people a point of connection.

Being real and showing your human side shows that you also have struggled and you know what it’s like having to struggle alone. You want to make your clients feel as though you get them.

When you’ve got that really nice balance and credibility and connection, people like you and connect with you. And they can also see you are skilled, knowledgeable have experience, but you also are not putting yourself up on a pedestal.

You want to put your program on a pedestal not yourself.  Elevate your system. Elevate the thing that you’ve created, your signature system that gets people results.

Your experiences and learnings, have been absorbed into you like a sponge. You want to squeeze it out into your signature system. This is the system that you take people through which is a process that you take people from where they are currently, to where they want to be.

There is a great book called Compelling People which talks about the concept of strength and warmth. It talks about how people who are compelling and influential have a great balance between the two.

There was a whole lot of research on thousands of compelling people. And they found that they have this beautiful balance between being strong and warm.

We need to have a balance of being warm – compassionate and kind, but not going too far with it, as then we border on being fluffy and we don’t get taken seriously.

If we go too far on the strength side, we can come across as too authoritative; too direct and blunt. And we can put people off if we’re too far on the ends of those spectrums.

Compelling people sit in the middle, in the sweet spot.

The sweet spot is when you’ve got a beautiful balance of power and vulnerability. This is similar to the sweet spot in the middle of credibility and connection.

Think about how you show your authority and your expertise, but also balance it out with vulnerability and realness.

For example, I’ve shared about how I felt like an imposter, and I felt like I was ‘pretending’ to have a business and that I felt like I should be further along in my journey by now.

When we can have this realness of what life’s really like and that we not perfect, people feel more of a connection with us. So we’ve got the credibility plus the connection.

Curiosity, contrast, and credibility + connection – these are the 3 things that if you put those in your post, you can instantly grab people’s attention and have them reading your post.

These are three of nine methods I teach to create compelling content that engages people and makes an impact.

I’ll be sharing the other 6 methods which are based on psychology principles, in my upcoming, free online masterclass called the Client Attraction Accelerator.

It’s happening this Tuesday, the 15th of December, from 7pm to 9pm.

This is for you if you’re a coach or consultant or any type of practitioner or service based business owner and you know you’ve got the potential to help a lot more people and make a lot more money, then this is for you.

You’ll discover:

?  How To Get 7 Clients In 7 Days, using a proven, step-by-step process (WITHOUT using any pushy or sleazy tactics)

​?  The 3 Powerful Client Attraction Methods that have people consistently asking “How can I work with you?” (without wasting money on ads)

​?  The Little-Known Content Creation Techniques that will adapt & transform your business in 2021, using my psychology-based influence hacks.

​? ​ ​A Simple Tool That Shows You INSTANTLY whether your target market is niched enough and if not, how to fix it.

​? ​ ​How To Map Out Your Ideal Client’s Journey so you can get people’s ATTENTION and connect with them authentically.

PLUS you’ll receive a BONUS GIFT for attending:

You’ll Get My Social Media Success Tool Kit Valued at $97 For Free!

With step-by-step guides and training on how to use social media to get new clients – ready for you to implement instantly!

So if you are sick of sitting behind your laptop, struggling and not knowing what to do and not knowing how to get clients, come and join us.

You can register here.

Hope to see you there!

Kat

 

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How To Double The Value Of Your Offer

What if you could double the likelihood of people saying yes to your offer?

Imagine if your offer was a complete no-brainer for people to take up! (if it’s a match for them!)

The best way to do this is to double the value of what you’re offering – and you can do this without having to overhaul your program!

Having a valuable, irresistible offer is one of the most important assets you can have in business…

…and having a product or service where people clearly see the worth (and don’t question the price!) is actually really easy.

So, how do we do it?

Sell Tools As Well As Time
Remember – Selling Time Is Intangible and Invisible

Often people have something like a 6 or 8-week, or 3 or 6 month program and they are just selling ‘time with them’. The problem with that is that time with you is invisible and often hard for people to visualise.

Selling time with you can be hard because, essentially people can internally question what this means – and what kind of result they will get. They ask themselves how they know that spending time with you is going to equate to a physical and tangible result.

Giving people real and tangible things in our offer is one of the 7 essential ingredients of a valuable offer.

I share the 7 different ingredients with my clients, but tonight I want to dive deep into this one specific ingredient to make your offer a no-brainer.

You have an incredible amount of intellectual property (IP) in your mind. The unique way that you explain things and organise your knowledge, your processes and frameworks are your IP.

If you can put those into tangible tools and include them in your offer, then suddenly you’re going to really double the value of your offer especially if your tools are good.

It’s difficult for people to see the value, and people usually want something more tangible. They want tools, not just time.

Give Real And Tangible Tools In Your Offer

So to increase the value of our offers, we can add tools to the mix.

Your knowledge is valuable, in terms of your stories in combination with your experience, skills and everything you’ve absorbed throughout your life.

Creating something to boost your offer using your IP doesn’t have to take a long time.

People like the word tools, because they are something you can pick up right away and use.

Instead of saying “I will teach you XYZ”, flip it around and say you are giving them XYZ tools they can pick up straight away and use.

It often doesn’t take long to extract that and create a tool that’s valuable for your ideal clients.

What Makes A Tool Good?

The first thing that makes a tool good is that it needs to be simple to use, so someone can pick it up and use it straight away.

For example, instead of just having time with you on a coaching call, you could offer to record the coaching call, so they’ve got it to listen back to.

This is something I did last year as a New Years offer.  I offered 5 x 90-minute sessions with me, and they also got a personalised meditation MP3 emailed to them.

I took everything that they said in the session, and created a personalised meditation for them to listen back to. I recorded it on GarageBand and had backing music playing. Every person I sent it to said they played it over and over, because it was inserting their words back to them.

This was a super powerful tool, and that it didn’t take long to create.

There are so many different things you can include in your offer.

You can offer to send them an action plan after your call.

Or you can create a personalise roadmap for each person. You know how to take someone from A to Z and you know the steps that people need to go to get from where they are at their problem to their solution, so these are what you put in your roadmap.

Let’s say you jump on a discovery call where you create a personalised roadmap for them.  If you’ve already created the roadmap as a template, then you can personalise it easily for that person. Easy for you but super valuable for them.

One of my roadmaps is my Client Attraction Roadmap. It starts with identifying your unique brilliance. So I would actually say in my personalised roadmap; “This is the unique brilliance I see in you and these are your strengths.”

This is how you can package up something that is really valuable, but it’s important first that you identify your ideal client.

When you know your ideal client, you can take their information they tell you and you create a document, or a personalised report for them, so they’re walking away a tool, rather than just time with you.

What you are doing is making every part of the time with you tangible, so that they like feel like it’s something real. This helps the clients to see the journey and roadmap they need to take to grow.

Here are some examples of tools that you can use straight away.

If you offer someone a coaching program, i.e. time with you, you can also offer a vault of documents that are really valuable tools, things like checklists, worksheets, video training, guides, templates, PDFs, progress reports, cheat sheets etc. – this way you’re giving something tangible.

Start thinking about some tangible tools you can make to add to your offer.

Transform Your Service Into A Product

We love products. We love going shopping, touching things and buying them. We love having something tangible like a dress. So if you sell something that’s invisible, then think about how you can turn it into a product and make it more tangible.

If you’re offering a service, such as a graphic designer, a copywriter, a psychologist, a plumber or a coach, you want to turn your service to be more like a product.

People think that it takes a long time but it’s actually your genius zone. It’s your unique brilliance. It can be super easy and quick but it must be valuable.

My Client Attraction Accelerator program, for example, is a portal with 8 modules helping people to attract clients. It contains content on marketing, sales, copywriting, presenting and funnels. It has everything that you need to do to attract and sign up clients.

It’s not just video content, it’s also downloadable documents.

People don’t just need video content, they need community, energy and to be motivated and inspired. They want a coach, mentor and live energy and inspiration.

So when you think about how else you can double the value of your offer, you can offer a community. In between having coaching and watching your course videos, people like having a place where they can ask questions and interact.

One of the tools I create for my clients, is Loom instructional videos on how to do things, and then send them the link for the video. These are little mini-training videos made specifically for each client and they address specific needs.

Time-savers 

Think about the tools you use that save you time and what you could put in your offer to help people save time.

For example, part of my offer is I offer are things I’ve created over the years that I share with my clients so they can pick them up and use them. These are things like PowerPoint slides, marketing documents and other business documents. They can put in their own logo and tweak a few things with the templates.

Once I’ve made them it saves people a lot of time so they don’t get stuck trying to make these documents themselves from scratch, which slows them down.

For example, I have:

  • A webinar steps spreadsheet. This is so valuable for people that are running a webinar. It’s got every single thing you need to do four weeks out to get your webinar running. It’s got what you have to do for webinar promotion, and it’s also got training videos on how to do it
  • An offer validation guide, which is a guide to make sure your offer will work
  • An offer creation formula – to know how to create a valuable offer
  • A Client Attraction Checklist, so people know what to do daily, weekly, monthly and quarterly in order to attract clients
  • A Lead Generation Strategies Guide, which has a whole heap of free lead generation strategies. I’ve got plug and play templates, and an authentic sales script. It’s basically a toolkit
  • An online resource toolkit at the moment for my Mastermind group that I’m working with called Profit From Presenting. It’s teaching how to run your first webinar
  • A video survival kit – with tools and technology tips
  • A list of handy links and I give people my webinar funnel to use
  • Each week I create a worksheet, for my Inner Circle community which takes me from 30 to 60 minutes and it’s filled with valuable questions and information

These are all ideas you can use for creating your own tools and resources.

There are fun ways that you can name your tools because it’s all about naming it something that’s appealing and attractive.

All these things don’t take too much time, but save people time and increase the value of the offer.

Today I’ve talked about the first tool to help you double the value of your offer.

If you want to know all 7 of the ingredients of an irresistible offer, plus how to effortlessly market it to your ideal clients, and the BEST way to get clients onto discovery calls, I’m running a FREE live webinar that shows you exactly how to do it!

 

You’ll discover:

?  How To Get 7 Clients In 7 Days, using a proven, step-by-step process (WITHOUT using any pushy or sleazy tactics)

​?  The 3 Powerful Client Attraction Methods that have people consistently asking “How can I work with you?” (without wasting money on ads)

​?  The Little-Known Content Creation Techniques that will adapt & transform your business in 2021, using my psychology-based influence hacks.

​? ​ ​A Simple Tool That Shows You INSTANTLY whether your target market is niched enough and if not, how to fix it.

​? ​ ​How To Map Out Your Ideal Client’s Journey so you can get people’s ATTENTION and connect with them authentically.

PLUS you’ll receive a BONUS GIFT for attending

Get My Social Media Success Tool Kit Valued at $97 For Free!

With step-by-step guides to navigate the online space & acquire the clients you want – ready for you to implement instantly!

Client Attraction Accelerator Masterclass ?
FREE live, online webinar

Check it out here

See you there!

Kat

 

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5 Smart Ways To Recession-Proof Your Marketing

I’m seeing a lot of people doing the same kind of marketing they were doing before COVID. But consumer mindsets have changed.

The people who are doing the same things in their business as they were doing before are the ones that are getting left behind.

There are ways that you can make sure that you not only recession-proof your business income, but you recession-proof YOURSELF as well.

It’s crucial to make sure that you’ve got the skills, strategy, systems and support in place to sustain your business what’s going on in the economy and marketplace.

The people who are stressing during this time are the people who haven’t adapted in this season and have not seen the opportunities to innovate and they have not changed how they interact with their business and themselves.

The people who have enjoyed COVID have been the ones who haven’t been stressing because they are adapting and pivoting. If you are feeling some kind of stress or pressure in terms of where you’re at in your business, you are not alone.

There are no fully secure or certain job now, and I’ve heard of so many redundancies lately. As entrepreneurs, we need to be resilient and grow.

1 – Look For Your Growth Zone

When the world has challenges, there are always opportunities for us to grow, so you need to look for your growth zone.  I want you to think about where your opportunity is for growth.

The businesses that were the biggest hit during COVID, were the businesses that were relying on word of mouth referrals and didn’t have systems in place to actually go out there and attract clients themselves. That is a very shaky way to build your business.

You do not want to set your business up in a way that you’re relying on word of mouth referrals. You want to make sure that you’re being really proactive and intentional in your marketing.

What have you learned and put in place during COVID? Have you put in multiple lead generation strategies,  so you’re not just putting all your eggs in one basket?

Are you just relying on one source of income or one lead generation strategy? This is dangerous because if that dries up, you’ve got nothing left, right? So you want multiple what I call fishing rods in the water and multiple ways of people coming into your business.

I’ve got dozens of lead generation strategies. But what a lot of people do is they start one and it doesn’t work and they start another one and when they find challenges, they try something else but don’t do any of them properly. They haven’t followed through and made it work.

We need to test and measure, and maybe you need to tweak one particular piece. A lot of people throw out the whole thing when it was actually just one cog in the wheel that wasn’t quite working.

You need to look back and see what marketing strategies have been working for you. Have you actually stopped and analysed your results and adapted and pivoted? Did you create success? Or did you just back away scared?

Take a moment to acknowledge yourself and your success. If you didn’t have success over this season, then you need to innovate and adapt to this new market and look for opportunities to grow.

This is possibly the greatest set up that you’re ever going to get in your waking life. History and statistics show that on the back of recession and challenges like pandemics, there have been some of the biggest opportunities.

Looking back at history at some other pandemics like the Black Flu, businesses may not have been able to pivot as we can now. They had old-school marketing strategies then, like putting fliers on windscreens or letterbox drops. But we can take our businesses online,  so this is an incredible opportunity to sell your products and services online.

When I was in London in 2009, I went hard during the GFC. I was backed into a corner because I literally had no money. I knew that if I didn’t put myself out there and change, learn and grow as a person in my confidence, selling skills and my marketing skills, then I would have to leave London.

There were scary moments where I had to look at making things work and I didn’t know what to do. I didn’t have any clients or any contacts over there and it was very stressful and challenging.

There was that constant temptation to do what I call  ‘the creep’ – to creep back and get a normal job. But normal jobs were very low paid. I was getting paid around 75 to 80 pounds an hour as a personal trainer. The reliable steady jobs were paying about 7 or 8 pounds an hour.

Because I had to make money to pay my rent and buy food, I just worked really, really hard during the recession. A lot of my clients had been made redundant, but I knew that it was sink or swim.

Sometimes when things aren’t challenging, we don’t grow because there’s no reason to grow. So I love these opportunities where we get to grow and step up.

There were a lot of start-ups who started during the recession around 2008. You would have heard of Uber, Airbnb, Slack and Pinterest. All of these started in tough times.

Take a step back and look at where you need to grow and improve.  Resilient entrepreneurs don’t look for the easy stuff, they don’t look for the free stuff or low ticket items. They invest in themselves and their growth.

If you are not getting the results you want, you need to think differently about what you’re doing. Where are your blind spots? Do you have someone with eyes on your business to help you see the blind spots?

What are the areas you need to grow in? Maybe it’s your packaging, your branding or the way you deliver your service? We need to prioritise improving ourselves, our strategy, our skills and our systems.

Ask yourself what resources you need to help you overcome in your business. What support and skills do you need? Maybe you need to look back at your business plan and review it or learn more technology.

None of us were born knowing tech, so you can learn. You have 2 options, you can either learn or outsource something, but I prefer to learn something before I outsource it.

2 – Look For Trends And Patterns

It’s important that we look for trends and patterns and this is something that I love doing.  I’ve been looking at where we are headed, and right now, one-third of the population is online. And in the next few years the majority of the world is going to be online.

We’re about to see markets open up in places we’ve never seen before. At the moment, there are 2.2 billion people on Facebook and by the end of 2021, they say that 3 billion people will be on Facebook.

It’s important to know this because Facebook’s the number one advertising platform on the planet, so if you don’t know how to advertise on Facebook, and how to actually get people to pay you money, you’re going to be missing out.

You don’t have to love Facebook, you just have to understand the role that it plays with your customers and clients who are hanging out on Facebook. You need to understand how to do paid ads so that you’ve got full control over your business.

You don’t have to be guessing, hoping, waiting and wishing. This is a way to future-proof your business. If you look at this current climate and the patterns and trends, there are multiple people shopping and working out online.

There’s an entrepreneur called Kayla Itsines who created workouts online and an app called Sweat.  She is worth something like $300 million and she’s only 29.

There are so many opportunities because there are a lot of people doing online events and videos, now more than ever. We can recession-proof our business by recognising where our skill gaps are and filling that gap by learning the skills.

If your gap is Facebook marketing, then it’s important you understand how that works. This is something I’ve learnt for my own business and I help others learn it also. Be intentional. If you don’t know something, find someone who does know and invest in growing in that area.

3 – Show How You Are Different

Now more than ever you have to be different. In order to stand out, you have to be known as an expert.  You’ve got to make sure that people know what your USP is. What is your unique selling point?

You need to stand out from all the others marketing themselves in the same area as you. You need to show how you get results that are different from others. You need to understand how to position the results that you get for people and you need to prove it through stories.

You need to be different. The world is sick and tired of sameness. Anyone can rip you off in terms of your product, but no one can rip off your personal story. It’s yours and it’s powerful.

You need to provide lots of proof of why you’re different. Do you provide a better experience or a more personalised connection and care for your clients? Or is it that you provide more time, better value or better content?

How can you add more value to people in your business? How can you make it that it’s a no brainer that people sign up to you and that it’s non-negotiable?

Don’t put things into the market place until you’ve unpacked your unique brilliance.  This is what I do with my clients, I help them unpack what they do differently and more brilliantly than their competitors.

Then you need to understand what your ideal client actually wants to buy, because that is a sellable service or product. If you know how to project your unique brilliance, it doesn’t really matter if someone comes along and tries to rip you off and copy you. If others are doing what you are doing, then you have to change your offer and make it irresistible.

4 – Make A New Plan

When was the last time you actually updated your marketing plan or your business plan? Every great athlete, entrepreneur and business leader has a plan. If you want to achieve greatness, it doesn’t happen unless you plan for it.

If you have big goals, dreams and desires, I recommend that you revamp your plan. Sit down and write a new plan for this week or this quarter. And just think about what you need right now.

Who do you need to help you put your plan into action? Maybe it’s a community or a mentor? Who do you know who can help you? And what skills do you need to improve on and learn?

There are eight skills that I teach, which I’ve found are the most essential when it comes to attracting and signing up your ideal clients.

These skills are marketing, sales, copywriting, presenting (videos, events, webinars, workshops etc.) I teach how to create irresistible offers, find your USP, create marketing funnels and set up automation processes for your business.

Make a list of the things you need to learn or improve on and put these into a plan.

This can be overwhelming sometimes, so that’s when you need to think about those people who need you and are going to benefit from your help.

Your motivating factor should be those who you can help, so when you make your plan and need to upskill, remind yourself there are people out there who need your unique brilliance and they need you to step up as a leader.

5 –  Act Now, Not Later

It’s about now where people start to write a January list full of things you’re going to do in January.

But if you want to succeed, you’ve got to be clear and intentional about doing things NOW. Do something small, but do it now.

If you need to learn how to run Facebook ads or run a webinar, learn it now. Don’t hold off for the future.

It’s more powerful when you think about making a change NOW, not in the future. Next year can become a bit of a dumping ground for the things that we’ve been putting off.

I really like what Tim Ferriss, who’s a best-selling author teaches. He says he has between three and eight essential things on his to-do list. And he doesn’t go anywhere till it’s done.

Rather than doing lots of little things, he takes time for planning and thinking about the MOST important things that he can act on now right away.

It’s common to find distractions that keep popping up, like friends, family and social media. We can plan a perfect day, but things are going to come up sometimes. But I’m inviting you to start acting now.

Otherwise, you can talk yourself out of it. Months can go by and you still haven’t started.

What do you need to act on now?

Do you want the best training on attracting your ideal, high ticket clients fast through strategies that work best right now?

I highly recommend you check out my upcoming online evening masterclass, the ‘Client Attraction Accelerator’.

This is our FINAL free masterclass of the year!


At This Free Live Online Event You Will:

It’s happening this Tuesday, the 15th of December, from 7pm to 9pm.

This is for you if you’re a coach or consultant or any type of practitioner or service based business owner and you know you’ve got the potential to help a lot more people and make a lot more money, then this is for you.

You’ll discover:

?  How To Get 7 Clients In 7 Days, using a proven, step-by-step process (WITHOUT using any pushy or sleazy tactics)

​?  The 3 Powerful Client Attraction Methods that have people consistently asking “How can I work with you?” (without wasting money on ads)

​?  The Little-Known Content Creation Techniques that will adapt & transform your business in 2021, using my psychology-based influence hacks.

​? ​ ​A Simple Tool That Shows You INSTANTLY whether your target market is niched enough and if not, how to fix it.

​? ​ ​How To Map Out Your Ideal Client’s Journey so you can get people’s ATTENTION and connect with them authentically.

PLUS you’ll receive a BONUS GIFT for attending:

You’ll Get My Social Media Success Tool Kit Valued at $97 For Free!

With step-by-step guides and training on how to use social media to get new clients – ready for you to implement instantly!

So if you are sick of sitting behind your laptop, struggling and not knowing what to do and not knowing how to get clients, come and join us.

Client Attraction Accelerator Masterclass ?

➡ Tuesday December 15th 2020, 7:00pm – 9:00pm (AEDT)

You can register here.

I don’t want any entrepreneurs struggling alone, so check out this event now!

See you soon,

Kat

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