If you ever wonder why people don’t take action on your emails or posts…
There’s a game-changer for your content strategy that will change that, which is belief-shifting content.
If you don’t shift beliefs with your content, most people won’t respond to it.
If people believe that what you offer will get them the result that you’re promising, they’re much more likely to buy.
The stronger the belief, the more likely they will respond to you.
If people need what you offer and have the resources to buy it, there’s usually only one reason they’re not responding to your content or reaching out to work with you...
…they don’t yet believe they can get the result that you offer.
So how do we do shift beliefs with our content?
When it comes to creating compelling content, nothing beats having a proven framework to follow.
In this video, I’m sharing my 5-Step Belief-Shifting Framework which is a simple, but incredibly powerful tool you can use to shift beliefs in your content.
This framework will become one of your key go-to resources when you need to create highly-influential messages in any form.
You can use it to…
⭐ Craft content for social media, sales pages, email sequences, blogs and more…
⭐ Plug into your video and workshop scripts and knowing exactly how to guide people to the belief that what you offer is exactly what they need…
⭐ Create the most compelling content so much faster by knowing exactly how to make your message land!
It’s content that shifts someone’s belief – their perception, their way of thinking about
– the cause of their problem, what they’re currently doing to solve their problem, or what they need to do to solve their problem
And I’m going to share with you a simple framework to follow on how to do it that will make it so much easier.
You can either have guesswork, hard work, or framework. And a framework brings the most ease.
Which is why I have frameworks for everything.
The first thing we want to do before we go into the 5-step framework is to identify their current beliefs.
What do they currently believe about themselves, you, others, your opportunity and your industry?
Let’s say you’re selling a program that teaches people how to lose weight.
And in your sales page, you talk about if they buy your program, they could lose 5-8kg in 3 months.
That’s a pretty standard promise.
However, the first step in shifting their beliefs is NOT to convince them that your program could help them do all that…
Your first goal starts much further back.
Because before you can convince them that they can lose 5-10kg with your program, they have to believe the following…
1. Their current situation isn’t great, and they need a different way of doing things.
2. If they’re going to try a different approach, they need to believe that your method is the way to go (and not keto, calorie-counting, doing more cardio, or whatever else they’re thinking).
3. And after that, you need to convince them that it’s actually possible to lose 5-8kg in 3 months (without doing anything drastic or giving up all their favourite foods).
All of that stuff comes first in the belief-shifting process.
Because if they don’t believe those things, then you don’t have a chance at selling them your program.
So you write down what are some beliefs your ideal clients might have about 4 reasons why what you offer won’t work.
1. Themselves – It won’t work for me because…
2. You or others – It’s easy for you/others because…
3. Your opportunity – Your opportunity won’t work because…
3. Your industry – I don’t trust your industry/people like you because…
People think they’re a special case and their different. So, with our content we’ve got to shift that belief.
I’ll give you some examples:
It won’t work for me because…
I’m an introvert
I suck at tech
I have too much going on in my life
I can’t make all of the group calls
It’s easy for you/others because…
You have a uni degree
You’re not looking after kids or ageing parents
You’re good at marketing
You’re an extrovert
Your opportunity won’t work because…
It’s in a group and I can only get results 1-on-1
I’m already in 4 other programs
There’s not enough hand-holding
I don’t want to watch videos
I tried that method before and it didn’t work
I don’t trust your industry/people like you because…
I got burned in the past…
Everyone I’ve spoken to in your industry is dodgy or pushy…
I did a program like that before and it didn’t work
This is where we write down what we want them to believe instead.
I’ll give you some examples:
It’s simple with a formula
Anyone can do it
This is worth your TIME because of the result you’ll get
My offer is proven and BELIEVABLE
This is incredible VALUE
You can take action RISK-FREE
In order to grab attention, we need to remember that most people are thinking about their problems.
They’re usually not thinking about what they want. They’re thinking about what they don’t want.
So, if we start to unpack a problem, a symptom of that problem or a specific scenario that people are facing, then we’re probably going to grab people’s attention.
But don’t stay there too long. Some copywriter trainers will tell you to ‘agitate’ the problem – push on the pain and really get them stuck in the pain and not tell them how to what causes it or what solves it.
And the way this framework is different is because people get sick of hearing so much about a problem and not knowing how to solve it.
There has always got to be some tension in our post, but if there’s too much tension, people just get annoyed.
People are always thinking – will this solve my urgent problem?
What keeps them awake at night?
What are they angry or frustrated about?
What do they complain to their friends about?
This is a really important part of belief-shifting content.
Give them an insight as to what actually causes that problem from your experience and expertise.
It’s usually different from what THEY think is causing the problem.
This is where people get an ‘a-ha’ moment.
Aim to give people one big penny-drop moment per content piece – and use the rest of your content to back it up and strengthen it.
Problem: People aren’t responding to your content online
Cause: You don’t have a formula for writing influential content
Problem: Gets to the end of a sales call & hears price objection
Cause: Don’t have an effective sales process
Problem: Putting too much in your calendar & having no time for yourself
Cause: Inability to say no to people
Problem: Constant colds
Cause: Not making the time to prep fresh meals and eating a lot of processed food
Problem: Parents constantly arguing
Cause: Parents saying two different things to the child
Problem: Dates the wrong men
Cause: Dates men who don’t match their level of ambition
This is where you describe what might happen if they don’t change it.
A lot of people don’t put this into their content because it may feel a bit out of your comfort zone. But it’s a powerful addition to a belief-shifting content piece.
If people don’t think about the consequence, they’re just going to stay the same.
It doesn’t have to be hard and heavy.
Our content can help them out of the trap that they’re in.
In the solution section, give valuable high-level tips.
In your free content, I recommend you dive deep into the nitty gritty details, but you share what you recommend.
We can show them a piece that can give them a result straight away.
We give them something that is going to help them out today.
It’s unlikely they’re going to get rapid and lasting transformation just from one piece of content.
Give them some value – but also show them that they still need you to actually put it into place.
Because what you’re sharing is tip of the iceberg. What I share in my free videos for example, is a tip of a iceberg compared to what I share with all my paid clients. They get the detailed ‘how-to’ plus expert eyes working on their business.
You let them know this is a small part of a whole system.
For example, what I’m sharing with you in this video is a small part of my compelling content module, which is one module out of eight in my client attraction accelerator roadmap. And it’s one of the many trainings that sit under that one model.
So, it’s just a small piece. And it’s just the what and the why with a little bit of high-level how. It’s not the detailed how.
Then go into the call to action where you say something like – if you want help with this, if you want to take the next step, if you actually want to get this done, this is what you need to do.
Then invite them into their next step.
So, let’s recap the 5-step belief-shifting framework:
Problem – join the conversation in their head. Paint a scenario or describe the symptoms of the problem
Cause – Spend more time talking about the cause than the problem
Consequence – Describe what might happen if they don’t change it
Solution – Give high-level tips
Action – Let them know this is a small part of a bigger whole. If they want the whole system, they need to take the next action.
So that’s the 5-step belief-shifting framework.
This is part of my compelling content module in the Client Attraction Accelerator Roadmap that I teach my clients to get fully booked with clients.
If you’d like help crafting compelling content, so you can quickly attract and enrol more clients, this is what I help people do.
I specialise in helping my clients craft unique and powerful messaging that stands out online and turns followers into clients.
I work closely with you to create a personalised strategy so you can bring in more amazing clients, make the money you want to make and help more people.
I can help you not only with your content but with every aspect of your marketing and sales to build a solid, profitable coaching business.
I can tell you exactly what you need to fix in your business because of my many years of experience.
So that you don’t have to go through the trial and error and waste years of time and thousands of dollars.
I know that if we work together, with just a few clients you can make the whole investment back.
I’ve been training and mentoring coaches in client attraction for over 7 years and I’ve helped thousands of entrepreneurs around the world to build businesses.
If you want to get more clients quickly and set yourself up for success, with money in your bank account and new clients onboard,
and I’ll send you the information.
If you’ve been wanting to clarify your message, attract more clients fast and sell your packages with ease, this is the BEST time to work with me before my next price increase.
Hope this has been useful!
P.S Whenever you’re ready… here are 3 other ways I can help you grow your business:
1. Grab a free copy of my ‘Client Attraction Checklist‘
It’s a powerful roadmap to attracting leads, signing clients, and scaling your coaching business. — Grab It Here
2. Join the community and connect with like-minded Coaches & Experts
It’s our Facebook community where ambitious entrepreneurs learn how to increase their income, influence, and impact. — Join Us Here
3. Work with me privately
If you’d like to work directly with me … just send me a Facebook Message with the word “Private”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details! — Message Here