Transcripts
1. CWI Introduction and Overview: In your business,
every second counts. When it comes to
creating content. It's no use if that content doesn't serve a purpose
in your business. Much better to create what
I call content with intent. Content that actually drives a conversion rather than
just for the sake of it. Don't busy yourself creating social posts that lead nowhere. Focus instead on creating
conversion driven content. And there is a very
definite method, a very distinct and
unique framework that I've created that will
allow you to do just this. Don't just create content for the sake of
creating content. Create content with intent, content that actually
drives the conversion, that actually leads a prospect towards buying your
products or services. This is the secret to a
winning content strategy. The framework that I've created is really
simple to follow. It gives you a
dedicated plan that you can just walk through
step by step by step. This way, everything
that you put out into the world not only
serves your audience, but at the same time, it leads them towards making the purchase of your
products and services. Your conversion rates
are gonna go up. Your engagement rates
are gonna go up. Everything that you're
sharing and creating is related to the product or
service that you offer. It's a really simple but
massively powerful framework. That's what I'm about to
share with you today. There are two types of
content in content marketing. The first type is
engagement content, and the second is
conversion content. Engagement content
really is what it says. It's content that is meant
to drive engagement, to get people involved, to get people to
interact with what it is that you're putting
out into the world. So think of provoking
questions of poles or quizzes are things
that just elicit a response. So they may use tactics
like creating an open-loop. I hate this, a
pattern interrupt. Something that people
don't expect to leave them feeling like they have to fill a gap or they have to respond. So awkward, isn't it? We are called in our psychology
to fill awkward silences. So you're using that
same psychology in your engagement content. You're creating pieces
that will evoke and provoke a response
from your audience. Use things like questions,
quotes, prompt, polls, quizzes,
all these kinds of things are really powerful
for engagement content. Now Engagement contents
sits as what I call background music in
your content calendar. So background music
basically is when you create the ambiance inside of a restaurant and they have that beautiful
music playing in the background that creates
this nice atmosphere. If we turn the music off, silence sounds
totally different. The ambient music creates the atmosphere inside
of a restaurant. And in much the same way, the ambient engagement posts create that same atmosphere for your prospects for
people inside of your world that are not
yet ready to make a sale. So the ambient music just fills that space
and it just creates that consistency of you
showing up in their feed, in their emails inbox and just showing that level
of dripped out. Consistent, consistent,
consistent. So think of the
engagement posts as you're in the moment, topical. Hey, did you see that
thing or this is happening or that new technology
that's just come about, or something that's relevant, things that are in the moment, things that are
happening to you. And so you're sharing engagement content to
just create the bedrock of communication
that's going out on a regular basis to
create that constant, constant drip so that
you're constantly there. It's showing up in
people's feeds. You're staying in marketing, what we call top of mind. That's engagement content. Conversion content
is very different. Conversion content is designed specifically to lead
to a conversion. So it's designed to
create a movement in somebody towards
making a purchase, towards buying your
product or service. And so from that perspective, it's evergreen in that it will work equally well for person a coming through
your funnel today, as it will for person B coming through your
funnel tomorrow. The process is universal. It's based on the buying
decision process, the model of which we all go through whenever we make
a purchase decision. And it's a framework that I've developed that
allows you to craft content with the intent that guides people
towards conversion. So it's very much
conversion focused content. Super simple, super powerful. Content with intent is always moving prospects
towards the sale. And it begins by asking, perhaps the most important
question that you can ever ask in your marketing. And that is, what do
prospects need to believe in order to
make a purchase? What things need to be
in place in their mind? Because it's their decision. Remember not yours. What things need to be in
place in order for them to be at that point where they are credit card in hand,
ready to purchase. Your course, you're coaching your products, your services. This is a concept called
the chain of beliefs. And there are a
series of things that come up in the purchase decision that needs to be
ticked off, right? We need to know that you can help us to get where
we want to go. We need to know that you
can solve our problem. We need to know that you are
the right person to do that. We need to know that
you understand those. We need to know that you
understand that a problem. You're the right
person to take us to that place that
we want to get to, that you've been there, that you know what it's
like to be us. But you've experienced
the same thing as those, that there's an
affinity between us, that you've got the credibility, that you've done your 10,000 h. You know what you're
talking about. You are the person
we need to speak to.
2. What is Content Marketing?: We've all heard the
phrase content marketing. Content marketing in
its simplest form, is really about creating
valuable content. That leads your audience, your ideal clients, to want
to work with you, right? It's a profitability goal. In the whole process. You create content
that helps people. And in helping people, it leads them towards buying
your products or services. That's the goal of
content creation. To make people aware of you, to know that you exist
and for you to be what we call in
marketing top of mind, when they are making a
decision to purchase. That's essentially
content marketing. Most entrepreneurs, when they
approach content marketing, they just create value
and content, right? Lots of it. Lots of it
at scale and busy work, spending their time
inside of social media, not necessarily leading to the outcome for which content marketing was
created in the first place. And that is the
profitable outcome of leading somebody
towards a sale. So if we think about that
part of the process, leading somebody towards a sale, this is what brings us
to the point of what I call creating
content with intent. And this is content
marketing at its very core. But it is the essence of what content
marketing is all about. So when you create
content with intent, it's content that is designed to reach and achieve a
very specific outcome. And that outcome as
a business owner, as a coach, as an
entrepreneur, as a creator, looking to sell
products services, coaching is to do just that. To convert people along that pathway to actually buying those things
from you, right? Actually buying your
products, your services. And what it is that you do. Whether it's courses, coach, Coaching memberships,
really doesn't matter. The goal in what you create and put out into
the world has to be focused on moving people along in that
decision-making process. This is what so
many people miss. And this is why the content
with intent approach is so valuable when it
comes to creating content. There are two categories. Broadly speaking, that you
create the content in. The first is engagement content, and the second is
conversion content. And they both coexist. And there's an
argument for both, and there's a need for both. They serve a very
definite purpose. Your engagement
content is stuff that drives engagement in your
world with your audience. So you might ask a
thought-provoking question, commentator on something
that's happening in the world. Share a story that's going
on in your life right now. This is engagement content. This is what I like to call background music
in your marketing, in your content plan. This is the ongoing, topical things that are
happening in stuff. And if you think about
going into a restaurant, you go into a restaurant. And the mood of the
entire restaurant is created by the ambient music that plays in the background. So my wife and I, when
we have date night, will cook a nice meal
and we'll sit and we'll eat a candle on
really eat together, have a glass of wine. And we will play music depending on the type of food
that we're eating, right? So if we're eating
Chinese food will play some traditional
Chinese background music. If we're eating Italian, we play some traditional
Italian music. And the music sets the
tone and the emotion. And it creates this
undercurrent, this energy, this vibe of what that
experience is all about. Okay? So think about that ambient music as
your engagement content. Your engagement content
creates that ambiance, creates that feeling
in your clients. Not only that, it gives
you an opportunity to have many more touch points with your client because
you're able to just drip contents out. Hey, I've seen this today and
it made me think of that, hey, I've just experienced this. And these are like
the consistent, like regular content
pieces that you can put out into the world
with very little effort because you're just
literally commentator in sharing the things
that are happening to you in the moment as you walked
through every single day. That's engagement content that serves that background
music purpose. But it doesn't necessarily
lead to a sale. And there's a really
important difference there. I've lost count of the number of entrepreneurs I've
coached who have come to me sharing that
busy-ness on social media. The business with which
they create content, and the lack of results they
get from their efforts. It's like hair pulling out,
leave frustrating, right? There's no wonder if
you think about it because it's just the
background music. It's not actually leading
people to anywhere. It's not leading to the sale. And this is where
content with intent will change the game of
content marketing. So conversion focused
content is explicitly leading somebody towards
making a purchase, right? Converting them from
one phase to the next. What are the phases? The phases are what's called
the buying decision process. When any of us buy anything, there is a very definite
process that's been researched. That is, outlines the steps that we take in order to make
a purchase decision. So when I created the content
with intent framework, it comes from a place
of understanding those mechanisms
and those processes that happen in a buying
decision journey. And then building
a framework around that so that you
can create content with intent that serves the purpose of
facilitating that journey, making that purchase
decision, and inevitability. It really is that powerful.
3. The Buying Decision Process: I can't tell you how
important it is that you understand the most important
question in marketing. And that is, what do
my prospects need to believe in order
to make a purchase? What does their state
of mind needs to be? What does the world
need to look like? What does it need to feel like? And what does it
need to sound like? What needs to be happening
in their situation, their circumstance, in order for them to be an ideal
candidates of yours. And this is where
very basic marketing, one-on-one stuff
comes into its own. Who is your ideal
client? Who are they? What does their life look, sound and feel like? And how do you come in and
transform their lives? And at what point? So understanding
that point there, point of entry with which they embark on a journey of
discovery with you. If you know and really clearly know what those
thought processes, what those beliefs, those attitudes and
situational factors look like. Then it becomes a
really simple matter of creating content that satisfies
those criteria, right? So it begins from a very simple understanding of the buyer decision process. The buying decision process is a model that describes
the thoughts and the actions that people go through when they're making
a purchase decision. It's a really simple framework that follows a series of steps. There are five main stages to the buying decision process. The first is problem
recognition. We become aware that
we have a problem. So I'm driving through
the town in my car, listening to the radio, thinking about my destination and enjoying the journey, right? All of a sudden,
bang, tire blows out. So I pull into the
side of the road. Now I have awareness of a problem or a need that I need to solve with my car right? Before that bank.
I wasn't aware. I was completely unaware. And here is an thing that
I see so many times. People create content
that's valuable. Of course it is, but
they're putting it in front of people who were
driving along, listening to the radio, completely oblivious
to your message, not even in the mind to
have an ear to listen. Because they
completely oblivious. They're not aware of
the problem, right? So don't create content for those people that are not
aware of the problem, trying to educate them. Hey, look, if you
use my service, you can this, Hey, you can do this and
hey, it will do that. And I'm frustrated now because I know how much my
thing will help you. But you just don't care, right? People don't care. It's because you're speaking to the wrong category of people. It's much easier
and much better, much more profitable for you to speak to people
who were actually aware of the problem and aware
of what it is that you do. They're aware of the
need for something. They've got the busted tire. So it may be that their
relationships broken down. It may be that they've
been filed for divorce. It may be that they're just left their job or they've
been made redundant. Or there's been a
death, or there's been an illness or something has happened to trigger that,
that awareness level. It's not your job to trigger
and create awareness. Now, this is where
there's confusion in the world of
marketing, right? Oh, we've got to
create awareness. We've got to create helped
support the decision. We've got to create
that awareness content. It doesn't mean awareness
of the problem. It means awareness
that you exist. So when my tire went bang, now I go into the process. I'm aware that I have a problem. Now I need to be aware of
which solutions exist. So I will look into the
market to see who's there and begin that journey of the decision process
further, right? I'll take the next
steps in the process. It's at that point
that you need to have content that is going
to drive awareness. Because if I, if
I can't see you, if you're not visible to me, then I'm never going to consider you as one of the
options for my purchase. Okay. Does that make sense? Because it's really critical you understand that difference. You are creating content for those that are problem aware. Ultimately, once we
become problem, uh, where we begin an
information search, we start to look out into the world at possible solutions. It happens in two phases. There's an internal search. We scan our memory, we scan our experiences
and the things that we've done previously to cope
in situations like this. And we think, okay, so we need to do this,
we need to do that. And then we have an external
search for information. We might look on Google, we might ask a friend, we might ask an expert. And all of these
processes form the actual seeking out of
information to help us. Understand and have enough, enough information
in front of us so that we can begin the next
part of the process once we've searched for information
and we've gathered enough enough knowledge and we know enough about
the situation. We then begin to
perform an evaluation. So we start to
evaluate alternatives. And we go through a
process of we can do this. We could do that.
I could do this, I could take that action. I could buy this, I
could I could go down this road and we start to weigh up the pros and the cons of different alternatives
to solving the problem. This evaluation phase is
really helpful for you to understand what are
the alternatives that they can choose. At the evaluation phase, it's really helpful to have content that helps people
in the process, right? So if we take people who are
evaluating alternatives, then let's look at the
options in your field. So I am a coach who coaches
people on marketing. And so people have an issue with their marketing
of their business. Usually it's not a
marketing issue, usually it's a leads issue or a sales issue or profits issue. There's something
happening that's causing that issue and causing that problem awareness, right? And when they evaluate
alternatives, they could go and
hire an agency. They could buy a
course on marketing. They could go and put some
money into advertising, they could get a new website. All of these are alternative
options when it comes to fixing the problem
inside of our business. Maybe it's a cash-flow problem, maybe it's a time
freedom problem. And maybe they want to have less time in their business and less time doing all of this social media content
creation and right. So it's simple and
straightforward evaluation and what the alternatives are. If you understand what
those alternatives are, then you are better poised to position your
solution in that mic. Ask yourself, what
are some of the ways that your ideal clients
could spend their money? Alternatively, to buying
your products or services. And I invite you to think much wider than just your
pool of competitors. So they buy your course, cos x or cos y. Think bigger than that. They renovate their house, they take a vacation,
they buy a new car. They, these are just
random ideas, right? But just think about how you can expand your thinking to get a more holistic picture
of who your ideal client is and the thought
processes that go on. If you're getting
a little stuck, use yourself as an example because you are no different to your ideal
client in that sense, the processes and
thoughts that you go through making a
purchase decision. No different. You understand it from
the inside out because you've done it yourself
so many times. Okay? So use that as an example. If you're getting
stuck on where to, where and how to interpret this stuff that
we're talking about now, once we've evaluated
alternatives, the next step is to
actually make a decision. I'm going to do this, I'm going to do this. And if you think about it, It's at that point where that question
comes into place, right? What needs to have happened to get somebody to that place? What needs to happen in
those steps previously? And what content
could I create that's going to support those steps. That's exactly the framework
that I've created. That's exactly what
content with intent. And this structure is, it supports the process of
making the purchase decision. The fifth and final step in the buying decision process is the post-purchase evaluation. This is where we essentially go through a
psychological process of evaluating whether we've made the right choice immediately
after the purchase. There's a phenomenon called cognitive dissonance
or buyer's remorse. You may have heard it called. And essentially it's the
I made the right choice. Did we do the right thing? And there's this like this, like wait in the stomach, especially for a high
involvement purchase for something where there's
a lot of emotion involved, then cognitive dissonance
plays a huge part. And so interestingly, when we talk about creating
content within ten, that helps people and supports
them in the decision. You're actually reducing
the cognitive dissonance, reducing buyer's
remorse in advance. So you're dealing
and speaking to that before they
make the decision. When somebody is at
the point of saying, Here's my money, take my money. I want this program, I want this course, I
want this coaching. This is the thing
that's right for me. When they're at that point, there is an factor
that can cause them to tip backwards and fall away and choose
something different and completely alter their
evaluation in the process. And it is the cognitive
dissonance element. It's the, Is this
the right decision? So there's a, there's a there's a hesitancy at
the point-of-purchase. And that is where an understanding of
the process people go through after they've made a purchase can help you hugely. So in the world of
online marketing, you'll see things like case
studies, success stories. You'll see testimonials from people that have been
through and are on the other side of
that decision and how wonderful life has
been for those people. There's a great
example of negating buyer's remorse upfront before the purchase decision
has been made, you'll see things
like risk reversals. So there's a
money-back guarantee. And if this doesn't
work for you, I will give you your money
back and more, right? And so there are all manner
of mechanisms that you can use to intentionally reduce
cognitive dissonance. The buying decision
process varies depending on the product, service, and usually the amount of
effort and energy that we put in is very much related to the value of
what we're spending. So we'd take much more care over buying a new car than we
would a can of beans. So we would, we would
put more of ourselves into that decision because
it means so much more to us. This is important to consider
because that has an impact on the level of products and services that
you're offering as well. Then the final thing is
environmental factors. So there are social influences. There are emotions that come
into play in the decision, and this one's emotion is huge. And there are
influential factors that happen on the outside,
like circumstances, our family situation,
our work situation, our economic situation, all of these things play a
part in the process. The process is, the
process, is the process. And then these things
are influencing factors that impact
on that process. And so your goal in this is to just understand the process, be aware of the phases, and then ask yourself
the question, what content can I create that supports my prospects
in this process? That in essence is what
forms the chain of beliefs. These are the steps that people need to take in order to be at that decision-making place where they are waving
their credit cards, ready to buy what it is that
you do because they need it. They know that your solution is the best solution
to their problem. And that's the goal of all
of the content you create.
4. The Content With Intent Framework: So the content with
intent framework is built on buying
decision process theory and those mechanisms
and processes and thoughts that happen
along that journey. What I've done is I've created a series of
categories that allow you to create content that
fulfills that journey, matches that journey that
your ideal prospects go on in becoming a client
of yours, right? So it's content with intent. It's always driving the
sale because it's related to the transformation that
you deliver in your services. It's a magical thing, it's really, really powerful. The categories are
busting a myth. They are essentially re-framing the way that people think, the way that people believe what it is that you
can do can help them. And there are many. I'm going to go into
detail on all of these. Essentially boosting a myth, sharing your origin story. This is the
connectedness with you. This is the creating that
emotional connection to what it is that
you do specifically, as opposed to what
your competitors do. Creating that connection can be the difference between
the choice of view, the choice of an alternative. Show me, is essentially
that right? Show me what my
life will be like after I've made the
choice to work with you, show me what that
looks like so I can see our brains work in pictures. So if I asked you to close
your eyes right now, Let's do it. Close
your eyes right now. Think about opening your fridge. Okay. Which handler
you reaching out with, and which way does
the door open? I'm doing this because
mine or minus $2, right? I could do this, or I could
do this or I could do this. But I'm I'm thinking
about it and I'm seeing me opening that
fridge in my mind. And you're doing the same. So your brain works in that way. If we can give your
brain a picture, it then it latches onto that. And when we see something, we can realize it,
we can visualize it, we can achieve it, right? And so what you have to
do is you have to give those same pictures to your ideal clients because
they might know you, but they've never
worked with you. They don't know what
it's going to be like at the end of that journey. You're the person
that's guiding them there through what
it is that you do. Therefore, it makes
great sense for you to paint that
picture for them. Show them what
success looks like. Hey, here's Jane. Jane was in this place
of pain, just like you. And now after going
through my process, she's living this dream life. She's living this
paradise state. And here's what her
life looks like. That's how you can show people what the transformation
will feel like. Well, it will sound like
and what it will look like to them once
they've experienced it. Next is process. And process really
is the steps that you take people along to
transform their lives. I use an exercise called
prison to paradise, where you take the
prison state that your ideal client is in at the beginning when they
first realized that, realize they've got the problem. And you contrast that with
the antithesis of prison, which is the paradise state, where they are after they've experienced your
magic, you'll wonder, and you're coaching
your program, your course, your book, whatever it is that you
do to change their lives. After they've received
that, there's a gap, right? So we've got state
a and state B. How do we get to state B? How do we get to
the paradise state? This is the prison
to paradise process. These are the steps that
you would go through. Okay. Let's stop for a second. Let's take a breath. Let's
bring ourselves to center. Now let's look at the situation. Tell me what led you
to that situation. Okay, so we do an assessment. Now we begin to evaluate. And then once we've evaluated, we look at alternatives and
ways that we can circumvent, ways that we can
navigate around this. Once we've done that,
we can then start to introduce new thoughts, new concepts, new processes, new practices that go into prevent this
thing from happening again and lead us to
this place of bliss. Now that's just a really
simple made-up example of a process that you
can follow a prison to paradise process that could
take somebody from a state of anxiety and fear to a
state of joy, bliss. Those steps that I've just outlined off the top
of my head, right? Those steps that
I've just outlined give you a very
definite process. That could be a
coaching process, a coaching program, or course. It could be a lead magnet that you lead somebody along
to get them to that place of realizing that they can experience more of this inside of your coaching program. So that prison to paradise
process is so important. And you understanding
what those steps and those processes are
essentially gives you fuel for content
because you can talk about what it looks
like to take that breath. You can talk about what it looks like to evaluate alternatives, to reflect on what led you
to where you are right now, to consider different ways that you can change for the better. Habits that you can introduce to make sure this
never happens again, each one of those steps can be massively valuable
source of content. And if you think about it, your program, your
coach in your courses, your service, whatever
it is that you do, delivers transformation,
and solves a problem. So all you are doing in the process section of content
with intent is you are breaking down those steps
and you are creating content around those
very specific steps. It's so powerful because
you're delivering in part what you're paid
services delivered in full. You see that? Wow, That gets me so excited
because you're able to break away parts of your entire process and
give people a taste, give people a taste of that, so that they are then lead
to ARDS, the paid service. This is why I get so excited
about content with intent, because it really
is a game changer. It really is so powerful. And then we have
CTA, call to action. This is where we ask. So again, I've lost count of the amount of
people that I see that are busy on
content creation or busy on social media. And they never ask, oh, I'm doing all of this stuff. I'm doing all of this content and nobody's buying
my course, right? Have you, have you asked
people to buy your course? No. It really is critical
that you include in that process the Ask, the ask. They ask not just for the sale, the ask for the download
of a lead magnet, the attendance of a webinar, the participation in
your mastermind program. You've got to ask
people and yes, marketers are real hung up
on CTAs calls to action. And so it's like, Oh, every
post must have a CTA. Not necessarily. Every post must have intention. Every post must have a definite purpose in leading people towards
that purchase decision. Remember, I'm busting a myth now, can you see what I'm doing? You don't need a CTA and every
post in that sense, right? You need CTA posts. You need hate to slots have just opened up in my coaching
before the end of the month, if you're interested and you're in a place
where you know, you need to make change
x and your life. Hit this button to
apply. A CTA post. There's something that outer
now asks for the sale. Hey, I've just
launched a new blog post and it's literally going to change the game on how you create content. Go check it out. This framework really
does allow you to create a very comprehensive
content strategy. You can also take this framework
and you can turn it on its side and it becomes a
email welcome sequence. So I use the same psychology in all of the marketing
elements that I create. And if you think about this
as an email nurture sequence, we can bust a myth. We can share our backstory
to create connection. We can show them
what life would be like after they've
worked with us. We can talk about our process
and how our process is the best way to get them to that outcome and
deliver that for them. And then we can ask them
if they want to take part, if they want to apply, if they want to have that
journey for themselves. This is a beautiful process
that is almost universal, whether you are
creating blog content, creating video content posted on social media, writing,
email sequences. It's a framework
that is universal. Just as the buying decision
process is universal, we all go through this process. And so using my content
with intent framework, you are able to create
massively high converting content in all of the channels with which you
are marketing your business.
5. Bust A Myth: Post a myth type content
really is just that. It's taking the way
that people think, the way that people
believe currently. And it's re-framing it. It's enlightening them to
think a little differently. It's challenging people to re-evaluate the way that
they view something. Boston mythic
content is massively powerful because
there's a great saying. You can lead a horse to water, but you can't make it drink. The same is true
when you are trying to convert your audience
into paying clients. It's not your decision
to make, it's theirs. So whilst you can lead
them to the water, they have to make
that decision to say, Hey, I want to buy what
it is that you do. So Boston myth content is
really powerful because it's something that evokes
a change in them. When you can evoke a change
inside of a person that is so much more powerful than
you trying to exert a change, the neutron, it,
grab them by the arm and lead them Towards
the water, right? Hey, come on, come
on, come on, come on. You can do that with the horse, but you can't make
it drink, right? You can't make it put his head down and drink from the trough. Same is true with
purchase decisions. Selling is the
equivalent of going, hey, at forcing their
head down to the water. Selling is the
equivalent of that. It doesn't work. They have to be driven
to make that choice. I want some water, I'm
going to drink some water. I need this product or service. This product or service
is the best way for me to achieve X in my life. Can you see the difference? This is why this
framework is so powerful. And so Busting Myths triggers that process of me now
considering you as the person best
positioned to help me best suited to solving
the problem that I've got. And there are whole
swaths of things that you could think about in here when it comes
to posting a myth, what I would encourage you
to do is to look at some of the examples that I share
and create your own list. Create the list of
questions that people ask. Create a list of things that
people are skeptical about. Create a list of
things that people go. Now that's not real great list of things that people
don't believe. Create a list of things
that people do believe. And then look at how you
can challenge those things. How you can go
against the grain, how you can swim against
the tide, right? How you can share content that causes
people just to go up. And it's in that light bulb, that aha moment that you instill that change in somebody that they
all of a sudden go. I never realized that. Oh, so, so actually these
emotions I'm feeling, I always just think
I'm broken, right? I think I'm I'm at fault. Everybody else is doing fine. I'm wrong here and broken. I'm not working right
because I feel this way. But you're telling me I'm
not broken because of this. I can see that. I can see that. So what these pieces
of content do, they deliver a really
powerful little piece of your transformation? They give people
that sense of hope. They instill in people
that sense of optimism. That things can be okay, that there is a solution
to their problem, that they're gonna be okay. And in sharing this content, you do two things. You help the person,
which is why we exist, which is why we do what we do. It's why I'm creating this
course right now to help you, not just to help
you, but to help you help the people
that need your help. It helps us to help people, but also it positions you as the go-to person as the ideal
solution to their problem. So now having helped me, I want to know more about
how you can help me further. Can you see that? So when you deliver that
transformation in part, then that person is much more likely to feel that
connection with you. And to want to
understand how they can explore that
help even further. So you are leading
them along the path. You're not actually
know that scratch that. You're not leaving them. They are walking the
path themselves. You are just guiding
them along the way. Maybe we could go that way. Okay. Yeah, that way
feels right to me. I'm going to take the steps
there in the driving seat. They're in control. This is why it works much better than any of
those horrible, icky salesy type tactics. Because they're not they're
not they're not lead with the person in mind that lead with that other person in mind. I want to get the sale.
I want to make money. I want to get the profits. The way that we're
talking about is imbued with integrity
because it is all about that person being in the driving seat and
putting in front of them. What we genuinely believe will help them on their journey.
6. Origin Story: Origins story content is your opportunity to really create an emotional connection. Origins story is especially powerful in
high-involvement purchases, where the decision is a big one. We're investing a lot of money. We are really going to
invest the time to make sure that we choose wisely how and where
we spend that money. This is especially
so in things like coaching and service
driven businesses, where we're delivering
a very personal, very transformational process. And it's important to
remember that people buy from people that they
know like and trust. And so the origins
story really is the opportunity that you have to create that
emotional connection. And you create the
emotional connection by telling stories. So if I tell you a story
about when I was on the market stall with my dad
in Liverpool aged eight. And it was freezing cold, pitch black because we
were there at 05:00 A.M. to set the market
stall or bright. And I was dancing on the tarmac because I couldn't feel my toes. It was raining. My fingers were
tingling with the cold. I could smell bacon come in from the the catering catering
stall down the way. And I could smell this like, I really need a hot cup of tea. Bacon role right now. I'm a vegetarian now at
the time I wasn't right. But that sense of the smell, the flavor, I know. I mean, I'm really living that moment from being
an eight-year-old, get an eight year old lad. And just by sharing that story, then it does something
interesting in the reader, the listener, the person
that here's the story. Story just evokes
emotion, evokes thought. It evokes this sense of
feeling and experiencing something without actually
experiencing it, right? Without actually having to
experience it ourselves. And it's massively powerful. That's why the
Hollywood film industry exists in the way that it does. That's why fiction writing
is such a giant industry because we all love and feel
a great affinity with story. Get to feel and experience experiences that we
wouldn't ordinarily do. And so story plays
a massive role in creating that
emotional connection with your reader,
with your audience. And so you sharing your story, like I've just done
with that little example on the market, stall's is a way of
creating that affinity, that connection, that emotional
bond with your prospects. There are many ways and formats and vehicles
for sharing your story. But in essence, what
you're doing is you are literally laying bare your experience in a way that serves
and benefits others. So I've gone through this
process of confusion, of not understanding a feeling frustrated as **** because
things aren't working. And I've battered
down every door of a possible solution and found nothing but dead
ends along the way. So in sharing this
journey, this process, you can literally explain away the struggle that your target
audience is in right now. Can you see how
there's a link there? So by you sharing
your experiences, you act as a mirror for
your target audience. They see themselves
in your experience. And then that's what creates
that magic affinity. That's what creates that sense of this girl really gets me. This guy really
knows how I feel. This person really understands
what it's like to be me. Because they army,
they have been me. They have being in the same
place that I'm in right now. And that's the goal of the
origin story category, is that you create this
affinity, this bond, this relationship with people
on an emotional level. Origins story content can be
as simple as you share in your journey candidly as it's relevant to your ideal clients. So understanding where
they're coming from, the problems that
they've gotten, how your journey can be used as a reflection and a
lesson in theirs. It's as simple as that. Any story, any experience can
be used as a teaching aid, as an ability for you
to share your wisdom, your understanding,
your knowledge in the field that you
help people with. So you can apply things that
are going on in your life. You can apply things that
you've experienced on your journey and your road to becoming the person
that you are today. Remember, the best thing
that you can do in this life is to become the
truest expression of self. And so this really
is an exercise in you expressing yourself. You being you unashamedly,
unapologetically, and be in that unique lens through which you see the world. Just being the voice for that, being you is your goal in
this life and your goal in the origin story content is just to share what
that's like to be you. And in doing that, people
see themselves in it. People see themselves
reflected in you. Because we're all connected,
where all the same. The other thing that
the origins story does is it acts as what
I call a rally cry. I'm a great movie buff, right? And I loved the film
Braveheart with Mel Gibson. And in the film, Mel Gibson is William Wallace, the Scottish rebel
that's fighting against the oppression of the English who were
invading their land. And William Wallace is sat
on the top of this hill with this rabble of Scott's
facing this very organized, very big English army. And the Scott to a
little bit scared, a little bit like nervous. And there's confusion and
people are struggling. And William Wallace comes along. And he's, he's got the blue
face painter harmonies. He's like marching up and
down the ranks going there. They may take our lives. They may take our wives, they may take our homes, but they'll never
take our freedom. And he puts his arm in the air. And by this point
that the troops, I like the feeling, the emotion of the moment. They're feeling
this sense of we're fighting for something
bigger than ourselves here. We are doing something
that matters. We're doing something
that's like amazing. And we're here to
the death, right? This is the rally cry. This is the thing. And then at the
end of this scene, they're all like moon in
the lifting their kilt. So mooning the English
full of the Vega, ready to go into battle
with William Wallace. Your origin story contents
serves the same purpose. It acts as this rally cry
that gives people hope, this sense of something
bigger than them, and this sense that
they can go and change the world through you, through your process,
through your service, through your coaching,
through your program, through your products,
whatever it is that you do, that this is the
pathway for them. Your origin stories really are meant to evoke
that level of emotion, that level of excitement, that level of optimism and hope and joy in your prospects.
7. Show Me: Show me content
really is just that. It's show me what
my life will be like after I've worked with you, after I've been
through your course, after I've been on
your coaching program, show me what my
life will be like. Don't just tell me, show me. So give me the pictures, allow me to see in others what things could
be in store for me, what things could
be like for me. Show me content, really. Paint the picture of
that paradise state of being after somebody has been through your
product or service. And this is where it's not
enough just to say, Hey, you'll have this, You'll be
that you'll experience this. You really need to demonstrate
it in a very real way. The best way to do this
and the most obvious is to utilize success stories. People that have been
through your process, people that have been through your coaching program and
come out the other side using these people as case studies as examples of how
life can transform. Hey, this is Jane. Jane was really
struggling with x. We walked through step one, step two, step three. Now, Jane is in this place of Paradise and look at her
now, look at her life. Now, this is how she is living and this is how
you too, can live. And so the case studies,
the testimonials, yes, they serve as what's
called credibility factors. As of this guy is done this type of thing before this girl knows
what she's talking about, this person can help me in
the way that I need help. It goes a step further
because it actually shows you what your life could be like as a result of taking
that step of saying yes, I want to work with you. Yes. I want to buy this program. Yes, I want this course. This is the thing for me. And remember, our goal
in all of this is leading people to that
place where they're going. Yes. This is the right
solution for me. This is the thing that is
going to deliver x. What is x? Let's show people X. How can you best showcase
that to prospects? So how can you demonstrate and prove these claims
that you're making? Because it's not enough
for you to say, Hey, come on, my coaching program, I can get you this. That's not enough. That won't
get people to purchase, that won't get people to come
on your coaching program. You need to be able to do is to showcase and show
them that success. Because it does two things. It gives you credibility because you've already
delivered success. And it allows them to paint a picture of themselves
in the future and see that reality
for themselves. Because remember our
brains think in pictures. It allows them to see those pictures and see
themselves in those pictures, which reaffirms the decision to buy your coaching program, it's critical social proof,
testimonials, case studies, there are a plethora of
ways that you can show them what success will look like after they've been
through your program, after they've bought
your product or service. Now you may say, Colin, and just starting out, I
don't have success stories. I don't have client
testimonials that don't have people that
I've worked with. That's not uncommon. And there are two things that
I'm going to share with you that you can utilize
in that scenario. The first one is to use the
concept of borrowed proof so you can borrow credibility
from experts in your field. My process takes you on
this journey of 123, okay? This is my process. I've not done it
with anybody before. I don't have somebody
who's gotten to that point and can
tell me about it. But this expert, this
eminent psychologist, this person that everybody
knows in the world, says that if you do 12.3, it can be helpful, right? Do it. Taking this
journey can be useful. Utilizing that person
on your sales page in your content is the
concept of borrowed proof. You're borrowing the credibility from people that already
have credibility. So that's one way that
you can tackle this. You can use the expertise and the influence of others
in your content. So you can bring in quotes, you can bring in concepts
that others have shared and utilize those to
add your own value, such and such as this. Such and such says that if we put them two
things together, we have this, which is my unique approach,
it's based on that. So you're kinda
showing how you're unique way can help them in a different, a
different perspective. Not from an out and
out his client X, who achieved solution y, right? It's a little bit of a
different way to do it. Concept of borrowed proof. How can you leverage the
work of other people that your prospects will know
to borrow that proof, that credibility factor for you, for your services can be quotes, can be just utilizing
things that they've said that are similar to the
outcomes that you deliver. Hey, getting a coach was the
best decision I ever made, said Franklin D Roosevelt. And that's on your website. It's like that reinforces the decision to get
a coach, right? Silly example. Franklin D
Roosevelt never said that. I'm just trying to
paint a picture for you so that you can see some possibilities of how you might use the concept
of borrowed proof. The second is for you to go out and create success stories. You've got a will and a
drive to change the world, to change people's lives. While my invitation to you is go out there and
change people's lives. Find some people that
match the criteria of your ideal client and
actually change their lives. Work with them for
free or for cheap in exchange for a case
study, a success story. Hey, I want to put you through my program on a
scholarship so that you get it for x are reduced to x or for free or whatever that
whatever feels right for you. But the goal of this
is locked in return. I want to be able to shout about your success
from the rooftops. I want to be able to
use you as a showcase so that I can show that success to potential future clients. And that's a great
way to overcome the, I don't have success stories. Problem.
8. Unique Process: Unique process is the way in which you deliver
your results. It's the process
that you take people on in the journey
of transformation. It's the how you
get the results. It's the what you do with them. And it's the steps
that you take along the way from prison to paradise. So if you imagine
your ideal client in the prison state of frustration, of pain, of anxiety or
fear of whatever it is that's driving them to
find a solution to a problem. Then you contrast that with the paradise state of where they are after they've been through
your coaching program, they've watched your course and applied all of
the principles in it. Where are they then in
that paradise state, it's the polar opposite. It's the antithesis of prison. It's the paradise
state of euphoria, of joy, of bliss, of calm, of confidence, of clarity of all of the things that bring with
it, your process, your service, the way
that you deliver this is the thing that drives
them to results, right? It's that process that
drives the results. So what is that process for you? What are the steps that
you would take somebody on to get them
from here to here, from prison to paradise. There will be series of steps. When I was doing a lot of work
as a marketing consultant, my prison to paradise steps. We're really simple.
There were three of them. Where are you right now? Let's do an assessment
of this organization, of this brand, this business. Where do you want to be? So we contrast where
they are now with, where they want to be with
the ideal state, okay? And then we asked
the third question of what do we need
to do to get there. This was my overarching process in consulting for different
brands, different businesses. And so it was a very
simple framework through which there are a lot of nuances, a lot of detail. But this was the overarching framework with which I follow. Every single client
would follow that path. Where are you now? Let's have a look around. Let's do an environmental scan, a competitor analysis or pest
analysis, swot analysis. Let's see what's going
on in the business. Let's do some stakeholder
research and evaluation. Then we paint a picture of
where we want to get to. So where do you want to be? This involves objectives, goals, setting mission, purpose. The things that drive
you as an organization, as individuals, as leaders. What's the outcome look like? What does success look
like? Let's define it. Let's set some goals, let's set some objectives. Let's set some
metrics that we can measure over time to know
that we've arrived right? Then, what's the best way
to achieve those things? Well, okay, Now we get into the nitty-gritty of we
need to outline the steps. We need to create
content with intent. We need to understand
our avatar. We need to create content with intent in these categories, we need to create a
schedule or a plan, a calendar of how that content is going
to be implemented, Who's going to be
responsible for it? How are we going to do it? Who's gonna do it? What are we going to create? All of these things need
to work their way into an actual actionable plan so that you can see a real
picture of prison to paradise. The steps that happened in the middle of how that
becomes the process. When it comes to creating
process driven content, then it's really a case of
explaining that approach, explaining how that is unique, explaining the steps
of each of that. So we could take the
constituent parts, break them down, talk
about those in content. So we can talk about how it's best not to play with
marketing tactics, but to first look at
where you are right now. Because in
understanding where you are in the pathway right now, you can make the best decision as to how you're going to
get where you want to go, see or take the vision of where you want to
be a middle step. What's the point in
driving tactics now? What's the point
in getting busy on social media creating content? If you don't know to what end, what goal, what's
the point of this? You watching this
course, if you don't, if it's not for a reason, if it's not for
you to be able to go and change people's lives. If you don't know what that is, there's work to be done
there before you get to it. So there's content that could be created around
that middle step. The importance of vision, the importance of outcomes, the importance of objectives, the importance of setting goals, the importance of prioritizing what you're going to
work on and when. And so all of these
are potential content. I need to write these down
in my content plan, right? All of these are potential
content ideas that you can take from the
process that you go through. So my invitation to you is to
first outline those steps, that process an ideal client is in front of you right now. What do you do? Okay, Firstly, I get
them to do this, then I will get them to do that. Then I will walk through this, then we'll walk through that. And you've got a list, you've
got your process list. Then the next part of that
is how can you create content that speaks to each of those parts
of the process? That's your
process-driven content, unique process content is so powerful because
not only does it help you to articulate
the way that you solve a problem that is
unique to other people. It also is another place where they can create that
connection with you. It's another place
where they can see your unique perspective on
how to solve the problem. And that is another
opportunity for you to create that affinity that
we've already spoken about, to create that emotional
connection with you. And ultimately, ultimately, it leads them to that place of
this person knows who I am, this person understands me. This person has
the best solution to my problem is my credit card. Okay? So in a very authentic,
genuine, compassionate way, you are simply sharing
your solution to the problem in a way that allows people to
see your solution. And then imagine and envisage what that
solution means for them. So that in itself, in the process of that
leads that person towards making the
decision to work with you. Such a powerful concept. And so, so powerful in practice.
9. Call To Action: Call to Action Content
is exactly that. It's content that has a
direct call to action. Now, I'm not talking about content with call to
actions at the end. I'm talking about very specific, asks for the sale. Very specific asks for the prospect to
take the next step, for them to book a
consultation call with you, for them to apply to be part
of your paid community, for them to apply to be
on your coaching program, for them to actually
take the steps. Often, you see marketers
and content creators creating this plethora of content that delivers a
massive amount of value. But they don't, it
doesn't drive anywhere because they don't ask
for it to drive anywhere. I'm talking about content
that invite somebody to join your free seven-day
goal-setting challenge that invite somebody to
download your lead magnet, which then has an email sequence that follows that asks
for the sale, right? To ask for the sale itself. Hey, I've got four slots in
my coaching program and I'm looking to fill them out of 25% discount in the
next seven days. If it sounds like
you and you want to achieve X and you're
ready to do that, hit the button and apply for a chat with me to see
if you're a good fit. So this is out and out
CTA, call to action. This isn't value-driven posts. This is just, Hey,
here's the thing. Do you want it? Really simple, really
straightforward? Are you ready to take that step? All of this stuff
that we've done so far essentially has brought that person to that place of being ready to make
that purchase. And now we're about to
tip them over the edge. Now we're about to say, Hey, ready to take that step? Here it is. So we are presenting
our solution and we're inviting them to take
us up on that solution. To buy our product,
to buy our surveys, to buy our course,
to buy our coaching. And so it's important that
you don't forget to ask. So don't get busy
creating all of this content without
having ask in the mix. Because if we don't ask, you don't get asked
and you will receive. So it's important that the
ask is part of the process, Just as CTAs in the posts. But also direct asks, Hey, just launched a new
lead magnet here it is, Nicolas now available,
gone by it, right? These are silly examples that I'm giving you just
to paint the picture of the direct call to
action type of post. So blocker session with me, apply to work with
me as a coach. Here's a new e-book that I just launched. Go
and check it out. Sign up to the waitlist for my new program that's
launching next month. And these are examples of
direct calls to action that you include in the mix of your
content with intense strategy, the calls to action can be
varied and they should be. So not all call to actions
are my coaching book, my coaching book, my coaching. Think about the
entire value ladder of offers that you have. So typically you will have low, mid, high ticket offers. You'll have free content. So your call to actions can span the whole spectrum
of free content. Hey, lead magnet, hey, eBook, Hey, challenge, hey quiz. These are direct call
to actions to all of the free content
that you have. Direct call to actions
to low ticket, direct call to actions
to mid ticket, direct call to actions
to your high ticket. So there's a plethora of
CTA content posts you can create aimed at sending people in to your world in one form or another
to get them to take that all important action to becoming a paying client. So this is the stuff
that asks for the sale, essentially asks for the action that's going to tip
them over the edge, make them into a
paying client for you. Don't forget to include
this in the mix. It's a really important
part of creating content with intent and
just driving that, all of that powerful work
that you've done so far, turning that into a sale, into a client whose
life you can transform, whose circumstances you
can change for the better.
10. Get Started with CWI: How did we get started
with content with intent? Well, it's really rather simple. You've got an overview of
each of the categories. You've got examples of types of content that you can create
in each of those categories. And the goal for you really
in all of this is to sit with each of
the categories and brainstorm a list
of content ideas. Google a list of ideas, see what other people
are doing and just allow your intuition and
your curiosity to take you to exciting places. Or I could do this. I could do that. I can. What about that? I could do that and just
allow that spark of creativity to flow in you. As you write down
ideas, concepts, brainstorm, just get crazy, just get busy, just
get wild with it all. And allow yourself to just
get down on paper and whole host of ideas of things that you can create in each of those categories. So do a brain dump, do a brain, a brain explosion onto the page of how and what you could create in
each of these categories. Look around in the
world and see what other people are
doing in your field. Think about how you can do
things differently and just create a list of potential things that
you can use and create. This is something
that you want to do on a continuous basis. So you may do a
short exercise where you brain dump ideas into
each of the categories. But you'll want to revisit. You'll want to have
your ears open so that as things
come up in your life, as you experience new things, you can continue to evolve the content
with intent process. You can continue to evolve this plan of content
with intent for you, for your business, for
your circumstance, and it can grow and
evolve with you. So think of it as iterative. So think of it as an
evolving process. Set a load of ideas down
as ideas come to you, add to it, work with it, manipulate it, let it grow, let it become a living, breathing thing
in and of itself. And that's how it will deliver
the best results for you. The best results
for your clients. Once you've
brainstormed your list, then the next step
is to prioritize. So let's create a
prioritized plan of what we're going
to create and when. Let's allocate some time towards creating
content with intent. If you don't do this already, time block time on your calendar to create content with intent. That's exactly what I've done to create this course today. I've blocked out time to sit
in front of the camera to record this content I wanted
to create for ages, right? It's sat on my to-do list. So intentionally, time block, give yourself a process and framework within which you can do this
and get this done. If you're not operating alone, if you've got team resources, assistance, people that can
implement this for you, then the same thing
needs to happen. You need to allocate resources. You need to allocate
accountability team members so that this can be implemented in a way that gets things done. So who's gonna do it and
by when and who's gonna be responsible for it and how are you going to
know that it's happened? So allocate the time either to you or to people who are gonna
be responsible for this. And then you can set
about implementing a prioritized approach
to content with intent.
11. Content Posting Schedule: Once you've identified
topics in each of the categories and
you've created content, you've actually got your
content with intent created. The next step is
to think about how and where you're going to
distribute that content. So this is where the concept of having some kind of
content calendar, some kind of schedule,
a posting schedule. Where are you going to post? When are you going to post
can really come into its own. I've created a really simple
example of a Monday to Friday content schedule for the different types
of content and how you might go about
implementing this. The goal in all of this is
for you to create a cadence, a rhythm that is applicable
to your ideal clients. What's the right frequency? What's the right amount
of posts for them? And you may not have the answer, you may have an
instinct about it. You may have no idea. The idea is to use the framework I'm sharing with
you as a baseline. And then learn, test. See what works, see
what can be improved. Allow this thing to evolve and to grow. What
you want to create. Some kind of schedule
where you have a rhythm of busting
a myth on a Tuesday, of sharing your stories
on a Wednesday and a Friday of showing
them the content, success, success
Sunday is right, show them success on a
Sunday of Buster Smith, Tuesday of a call to action, twice a week of sharing
your unique process, at least once per week in
the posts that you posted. Again, don't take
these cadences as red. They're just examples to inspire you to create your own cadence. Because remember this is about your unique interpretation
of this material. You're unique application. That's what will
make it special, not by you blindly following the rhythm and the cadence that I'm sharing with you here. But by you apply in this, your unique way, that's
what will make this work. Take this information
and make it your own, and go out there
and serve people. Help people transform people's
lives with what you do. Stay focused on that, not too focused on the nitty-gritty detail of the
scheduling side of things. But make sure that you are
intentionally creating content and you are systematically putting
it out into the world. That is the best way for
you to increase your reach, increase your impact, and get more clients as a
result of your efforts.
12. Summary: So that is the content
with intent framework. It's a beautiful
mechanism for you to utilize so that everything
that you do has intent. Everything that you do leads
people towards conversion, leads people towards that place of wanting to work with you, of wanting to buy your
products or services, of being in that place of going. Or this person just gets me. This person knows my
situation like no other. And they are the best
solution to my problem. Here's my money,
transformed my life. So you get to effect that transformation in
more people's lives. As a result, we
wouldn't want that. Content with intent
really is a game changer. And it will be the thing
that allows you to stand head and shoulders
above everybody else. And for you to let your
unique approach to solve in your client's problems shine in the world
with what you do. Follow this process. Implement this process. Stick to the categories that I've outlined
in the content with intent framework and
share your genius, your gifts with the world. The world needs to hear
what you've got to say. We're all waiting for you to come and effect your
transformation on our lives. Use this framework as your springboard to
go and do just that. I wish you every success
in your content creation.
13. Bonus Lesson - Using ChatGPT for Unlimited Content Ideas: The content within ten
framework really gives you everything that
you need to create. Really compelling content that gets your clients. That's
the ultimate goal. Remember? So I've already
given you a host of ideas that will hopefully
fuel that creative flow, that those creative
juices for you and get you thinking
about new things, sparking new ideas and new ways that you can create
your own content within ten. And in this short video, I wanted to share with
you how you can use chat GPT to help you even
further in that process. So let's have a play
with chat GPT together. Now. Chat GPT is essentially
an AI tool that uses natural language
processing and has consumed a huge portion of human knowledge to
essentially act as a guide and ultra
intelligent expert, right? So we can use chat
GBT for a number of, a number of applications. Content Creation
is no different. So let's have a little play
now and I've not done this, I'm just doing this
as we're chatting. So it'll be really interesting
to see what comes up. So create three
content ideas for a life coach for each of the five stages, process. And just for clarity, I'm so old adage that I
learned a long time ago. The quality that you get out is very much dependent on the
quality that you put in. So inputs equals outputs, right? The better, the better
information we can give chat GPT if we just say create three content
ideas, right? It's gonna be completely, it's just gonna be
a shot in the dark. But the more qualified
we can make our request, the better the quality
of the output. And you can train it and
you can retrain it and keep retraining it and
it learns as you go. That's the power
of this platform, not just in blindly asking you at random
questions, right? So create three content
ideas for a life coach for each of the five stages of the buying decision process. And so I'm just
going to problem, I'm going to outline
those stages, right? Problem awareness,
information search, evaluation, decision,
post purchase. Help if I could spell right,
post-purchase evaluation. So now let's see what
it comes up with. This is interesting. So the
problem awareness phase, signs you need a
life coach speaking to those signals that
might ask is the triggers. My mindset matters. Some interesting shifts around Boston myth content that
could be introduced. They're navigating the
world of life coaching. So this is different
coaching styles, different approaches
That's really useful. This number one here
for information search, that's really useful in the in that information search
slash evaluation phase. Real life success stories. So you can see the Show Me
content coming through here in the information search
evaluation checklist to determine if it's
the right investment. While these are some
good ideas here, how to choose the right
life coach for you. Wow, value of investing yourself, reinforcing
the outcome. Decision. To move forward with confidence and trust in
the life coaching process. The role of a life coach, how a life coach
can help you stay focused, motivated,
and accountable. Then these are really good. Are they measuring success? How to evaluate your process, progress and measure the impact of reflection,
staying committed. Wow, these are really cool. Really cool. So look, that's just
the first go at this and the possibilities
really are endless. The reason we've got such good results out of
that is because of the inputs that we've
put in for a life coach. So if we do the same thing now, but we change the parameter. So rather than a
life coach, we say, let's do this for a
relationship coach. Let's see what the
outputs look like. I copied and pasted the
wrong bit, didn't I? No, no, no, it's worked. So here we go for a
relationship coach. Certainly three content
ideas relating to each of the five stages of the
buying decision process has recognized and
overcome patterns of negative communication
wise self-love key to a healthy relationship
that needs a strong relationship coach in finding the right
coach for you. So can you see how when we get
to the information search, the mindset, the
searcher has changed. So it's very much more about looking for that way
to solve the problem, rather than just becoming
aware of the main issues. That's really powerful. Show me stories have
coming in again, there. Is it the right
approach for you? The value of investing in your relationship,
how to set goals? Man, this stuff is wonderful. The role of a relationship
coach overcoming resistance to change on the full
that's bringing in a unique process and how that
can apply in this world. Wonderful. Okay, so again, that's
just so powerful. And then do the thing that we
can do is we can take that. We can take that and apply it to apply it to the actual content with
intent categories as well. Create three content ideas
for a life coach that bust some myths around how
and why life coaching works. So let's see where it
comes up with now, right? Because we're asking it
for very specific content with intent category stuff. Again. So good, right? And the thing with
this is it's not, it's not just this does it
for you kind of a tool. It's more to tap into that
creativity so that you can access and unlimited source, a spring of beautiful ideas to help you in this
whole process. I've coaching versus therapy.
Why are they different? Why they're not the same thing? That's beautiful. Quick fix myth. So this is just great, right? You can just keep regenerating. You can get an endless source of content ideas here around
each of the categories. So you can ask it very
general questions like I've done here around
the five stages of the buying process. You can ask very
specific questions. I round the categories. Boston meth, show
me origins story, all of the CWI categories. And where this can be even more powerful is you can
just take it further. So let's say we take this right, debunking the myths contents
idea, debunking the myths. So let's take one of these
content ideas and we can say, write an outline for this content idea. Get
it to create an outline. This is the thing
with Chuck GPT. It never ceases to amaze me how, how powerful the tool can be if you give it
the right direction. And it doesn't
always hit the mark. In fact, it quite often
Mrs. the mark widely. But in the round, given it the right
inputs gives you some really solid outputs that allow you to just
accelerate this process. I'm really giving you
no excuse, right? They give you no excuse. So this as an outline
is pretty much a framework that we can
take as the expert. I'm not a life coach, but
if I was a life coach, I would be the expert in this. So I would know some
of these things aren't quite right or
appropriate for my audience. And I could take this
as a springboard, as a starting point to create a really powerful piece
of pillar content. Generate a short. Let's say we wanted to make it a video short video script. Video script outline
from the above. So now we can say, okay, tape, that can be an article. Let's create a video
script based on that. So it's giving us
ideas for our B-roll. Interesting visuals, idea for visuals at if a B-roll idea for how you put
the whole thing together, is it taking the same things? Problem, reality. So yeah, problem with quick fixes,
reality of change. So it's speaking to each of these outline areas
and then it's giving you a potential script and
also potential visuals manner. I think that's amazing.
That's amazing. Okay, let's not stop
there before we finish. Let's have another little play. It's just great, isn't it? It's great, right? Three short social media
posts for Facebook. From the above. Content piece. Add hashtags, relevant hashtags that's
put relevant hashtags. Drive engagement. Okay, let's see where
it comes up with now. So it's creating
some quite hook, hook based short catchy titles. And ask it to regenerate
that and rewrite this. And also create more text that encourages
watching a video. So let's say it's
a link to a video. So see, what I'm trying
to do here is just corral chat GPT and just give it prompts and
nudges to improve the quality. What it said, don't fall a quick fix for the
quick fix myth. Real change takes time
to time and commitment. Want to make lasting
change in your life. It's all about the process. So I would, I would use those as social posts with the hashtags. Good. Really like the hashtags, I would use something like
hashtag define me to just check that they're
good hashtags to use. And then you could link
to the article, right? Link to the article,
link to the video. Let's see what it
comes up with here. Okay, so I can see
it's writing in the hour we, our very corporate. So I'm going to say
rewrite the above from the first-person perspective
and make it more emotionally compelling
and casual. So I've just asked
it to rewrite that. But I don't like how it says
checkout our latest video. It feels like corporate
fields salesy. I want it to feel more personal. I'm rewrite the both from a
first-person perspective, making more emotionally
compelling and casual. I may, may have been
better saying personal. But let's see what
it comes up with. Much better. See how that's improved. Tired of feeling,
you're stuck in the same place no matter how
many quick fixes you try. So I might, if I
was writing this, I would put I would drop the whole first part
and I would just put tired of feeling like
you're stuck in the same place. Question mark, no matter how
many quick fixes you try, like something like that, right? But you see how this just
gives you that starting point of something
really quite powerful. I've been there, I know
how frustrating it can be. That's why I'm sharing
my latest video, debunking that is
beautiful, right? That is wonderful. And so just by giving
it some direction than chat GPT is much more
able to write something that this feels like I could
have wrote this to me. I mean, obviously there's some I would get rid of a few things. I would change a few things. But it feels a lot
more on brand. And I think that's
one of the key things from a marketing perspective, is to give chat GPT direction
and train it, teach it. So this is a thread. Now this is a chat thread where it knows everything that we've
spoken about previously. So you can reference the things that's come up with before and the things that
we've said, to train it, to direct it, and to send it
into the direction that's going to give you
amazing results. That is a quick
look at chat GBT. What an exciting tool. We are so blessed
to live in a time where all of these things are becoming widely and
freely available to us. It is such an
opportunity and you have such a beautiful gift to
take what it is that you do, your message, your calling, and bring it to the world
in new exciting ways. So take this tool,
take this framework, take all of these
things that we've been sharing and go out into the
world with your message. You have zero excuses. Don't get it. Don't create
a am rooting for you.
Colin Scotland, Marketing Coach
