A client who is starting from scratch with her coaching business recently shared a video she had created to market her services. It was well put together; she had a professional appearance, an excellent HD slideshow presentation, and her voice-over was smooth and confident. She began by asking some questions to help her targeted audience to identify and engage with her message, and she finished with an invitation to take action by giving her a call.

She checked a lot of the boxes in terms of an acceptable video, but…it’s just a video. I encouraged her to pause and think about these questions:

How does this fit into your overall strategy?

What purpose does this video serve?

Without very specific and well thought out answers to those questions like the vast majority of similar videos, her video was destined to litter YouTube and the internet sitting alone with a hand full of views and perhaps a ‘thumbs up’ or two—if she is lucky.

Creating Content ON Purpose

Here is some of the specific feedback I gave on taking this video and other content to the next level:

Instead of one video, begin by thinking of a Campaign. Your purpose for being in business is to serve others—to help them get what they want when they aren’t able to get there on their own. Your campaign needs to address this ‘Conflict’ of not knowing how to get there.

In this case, she already identified a Conflict—a problem her prospective clients have and want to do something about.

I suggested she map out a Content Plan that will address this issue. What Content can you create around this Conflict? Video for sure. But what about Blog Posts, Slideshow presentations, Podcasts, Case Studies, etc.?

Putting information out there and hoping people will contact you because you’re ‘nice‘ isn’t a strategy. It’s ‘hope and prayer’ activity and no way to build a business.

Your content pieces need to be strategic. Here’s a formula you can follow:

• Identify the Conflict. Be specific and make it big by elaborating, adding layers to accentuate the problem and show you truly understand what someone is going through. Create a space where they start to this, “I’ve got to do something about this! Why have I been delaying? I need to do it now!“
• Provide Your Solution. You’ve established a compelling conflict in your prospect’s mind; one you’re confident will spark action, one that will get your prospect to not only say, “I’ve got to do something about this, but now I CAN do something about this.” Of course, you’ll need to show them some solution to their conflict = your solution.
• Persuade & Prove things can be different. OK, you’ve established a significant conflict in your prospect’s mind and you’ve shown them the ideal outcome in terms of your solution. The bigger your claim, the more skeptical your prospect will be. So the more convincing proof of your claim of a solution you’ll need to provide. You have to PERSUADE them that you do have the answer.
• Gain Commitment. Sum up the above and make your offer to help. Make it a ‘No-Brainer’… “I’ve got nothing to lose by accepting your offer.“

  Be specific about how they Take Action. You’ve got them revved up, and believing a solution is possible, it’s right there in front of them. This is critical. You’ve persuaded them to things can be different, and they no longer need to live with this conflict—and they are ready to do so. What action do you want them to take? To set up a time to speak with you! Make it seamless and simple. Think this through. How can you do that so it keeps their enthusiasm high and gives them that ‘Can’t wait to talk!‘ feeling?

• Don’t just leave them to call or send you an email. Make it easy! Have a user-friendly link to your calendar as part of your ‘Call to Action.’
• Include an Assessment step. Request a quick detour before they book their time. This is where you reaffirm their decision and confirm they are on the right track. So provide a brief assessment/survey/questionnaire— just a few questions that are specific to the problem. This affirms they are on the path to a solution, and it helps you get an idea about them too.

Bonus Tips:

On your content, as soon as you make your offer to help, be sure your contact info (link to your calendar) is right there.

If you are presenting – a slideshow or webinar has specific contact info on your closing slides—aside from your website address, be sure to include a short link to your appointment calendar, your email.

One final note on your website…

As part of your campaign, create a unique landing page that matches and affirms your content. Whenever you send/lead someone to from your content, if it’s on-topic— part of the story; part of the ‘campaign,’ include a link the landing page that is specific to the conflict/solution you are addressing. You are reaffirming and confirming you understand their problem—and that you genuinely have a solution. 

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Are you still stuck? Not sure how to get your project or business moving forward?

To request a copy of our ‘Content on Purpose’ template click here.

Are you ready to attract the RIGHT leads who truly NEED your help and who will ‘show’ up ready to pay you to work with them?