Create Client-Winning Content: The Content With Intent Framework | Colin Scotland | Skillshare

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Create Client-Winning Content: The Content With Intent Framework

teacher avatar Colin Scotland, Marketing Coach

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

13 Lessons (1h 30m)
    • 1. CWI Introduction and Overview

    • 2. What is Content Marketing?

    • 3. The Buying Decision Process

    • 4. The Content With Intent Framework

    • 5. Bust A Myth

    • 6. Origin Story

    • 7. Show Me

    • 8. Unique Process

    • 9. Call To Action

    • 10. Get Started with CWI

    • 11. Content Posting Schedule

    • 12. Summary

    • 13. Bonus Lesson - Using ChatGPT for Unlimited Content Ideas

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About This Class

Hello and welcome to Content With Intent (CWI)! I'm Colin, and I'm thrilled to be your teacher and guide for this course.

In this comprehensive online course, we will explore the art of creating content that wins clients. As coaches, creators, and online entrepreneurs, we all know that content is king. But, it's not just any content that will drive business success - it's content with intent.

Throughout this course, you will learn everything you need to know to create content that not only engages your audience but also converts them into paying clients. From identifying your ideal client to crafting compelling calls to action, we'll cover all the essential topics to help you succeed.

Here are some of the things you'll learn in Content With Intent:

  • How to create content that speaks directly to your ideal client
  • The secrets to writing attention-grabbing content that persuades
  • How to structure your content for maximum engagement and sales
  • How to use storytelling to connect with your audience
  • How to use content marketing to grow your business

Now, you might be wondering, "Why should I take this course?" Well, the truth is, content marketing is one of the most powerful tools at your disposal. With the right approach, you can attract and retain your ideal clients, build your authority in your niche, and ultimately grow your business. But, it's not always easy to know where to start, what to do, and how to do it.

That's where Content With Intent comes in.

This course will give you all the tools and strategies you need to succeed in the world of content marketing, and a framework you can follow as you implement.

By the end of this course, you'll be able to create high-quality content that not only drives traffic but also converts your readers into loyal clients.

This course is perfect for coaches, creators, and online entrepreneurs who are serious about growing their businesses. Whether you're just starting out or you're an experienced pro, you'll find valuable insights and strategies that will help you take your content to the next level.

I'll provide you with all the resources you need to succeed along with a companion workbook to help you get into action to create your own client-winning content.

So, are you ready to take your content marketing to the next level? If so, join me in Content With Intent, and let's start creating content that truly resonates with your audience and drives your business forward.

Meet Your Teacher

Teacher Profile Image

Colin Scotland

Marketing Coach


Hello, I'm Colin.

I lectured in Marketing Communications for the Chartered Institute of Marketing (CIM) in the UK. 

I've built multiple online businesses, one of which went from zero to £4 million in annual revenue (before it failed spectacularly in 2013).

I’ve since built a thriving marketing coaching and training business where I teach mission-driven entrepreneurs to become the truest version of themselves online and in their marketing.

My mission and purpose (as Seth Godin wrote) is to “help others become who they seek to become”.

Read my story here.

See full profile

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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.