July 10, 2023 • 35 mins
Get ready to revolutionize your content creation game!
I'm sharing my 5 step process that I teach my clients that'll provide you with an endless list of what you should be talking about...
...that will truly be your best content yet!!
I'm also revealing the extraordinary strategy of myth-busting to create content that generates demand for your offerings by changing your audiences' perspective.
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This episode is brimming with actionable tips and practical strategies to supercharge your content.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brad Powell (00:02):
When you're doing your content, make sure that you
have one crystal clear messagefor one target audience that
delivers one insanely helpfulsolution.
And if you get nothing else ofwhat I'm sharing today, remember
these three things One crystalclear message for one target
(00:26):
audience that delivers oneinsanely helpful solution.
Welcome to the standoutbusiness show.
I'm Brad Powell, and today weare talking about how you can
create your best content ever,and I want to ask the question
(00:52):
what do you think is the biggestproblem when it comes to
creating content?
In my opinion, the biggestproblem that everybody faces
when it comes to putting outcontent is being consistent And
that is showing up often enoughso that your business is going
to get noticed, and I think thatactually, for pretty much
(01:16):
everyone, this is the biggestchallenge.
The thing is that when you'reposting regularly, you want to
make sure that your content isvaluable and it's high quality
and that it's going to resonatewith your audience.
This is both the opportunityand the challenge, because when
you're putting out stuff all thetime, day after day, it's easy
(01:40):
to be posting something simplybecause oh, it's another day and
I have to put something upthere, and so the quality and
the value and whether or notit's going to resonate with
anyone starts to diminish.
So what are the types ofcontent that you can create?
so that is consistently yourvery best?
(02:01):
yet, well, that is what we'rediving into today.
I'm going to walk you throughmy five step process that I
teach my clients, and if you payattention and stay all the way
through to the end, you're goingto have an endless list.
You'll be able to create aninfinite amount of content,
something that will actuallyresonate with your audience, so
(02:23):
that people will actually payattention and they'll start
talking about it, and that's it.
So that's what we're into today.
Stay tuned, don't go away Andlet's start the show.
As we open the door to what isactually a fairly big thing to
(02:46):
try and chew today, i want tolook at what is the real purpose
of putting out content in thefirst place.
There's a lot of people posting.
They're doing selfies, they'reshowing.
Here's what I had for breakfast.
We see a lot of stuff beingposted all over the place And,
depending on the platform thatyou're on, it can be a real fire
hose and it can be reallymediocre and not very relevant
(03:11):
to anything kind of content.
So, if you're going to takethis on.
If you're going to take on thejob of putting out valuable
information for your particulartarget audience, you want to
make sure that you're attractingyour people, and the whole
point is that you're moving themcloser to the sale.
(03:33):
So you want to be educatingthem and arming them with the
kinds of information so thatthey will learn that they are
the ones who are the perfect fitfor the thing that you offer,
for the problem that you solve.
A lot of people look at socialmedia and they go.
Well, i think it's just a wasteof time.
I think my time could be spentdoing something else.
(03:56):
So I want to stress why I thinkdoing this kind of content
creation is so important, andI'm going to share a takeaway
that I just got from my lastweek's episode.
It was episode number 109 hereon the show, and the guest was
Chala Dinkoy, and she wastalking about one of the biggest
(04:18):
trends that she has seen in herworld, and she markets B2B.
She serves B2B businesses,people who are service providers
for other businesses, and whatshe was saying was that since
the pandemic, there's this bigtrend that most B2B buyers and
this could be your targetaudience they do all of their
(04:41):
research and all of theireducation around which service,
which product, which thing thatthey're actually going to buy
into.
They do it alone and they do itonline, and this is different,
like pre-pandemic.
What would happen is that, assoon as someone saw any interest
(05:02):
in your product, they wouldreach out to you, and then you
could come in and educate themand deliver whatever you want to
deliver, and you do it one toone.
You do it over the phone or youdo it on a Zoom call, you do it
or you meet in person.
But the pandemic put a stop toall of that, and so, since
everybody was home alone, theywere learning, and now they've
(05:25):
totally gotten used to doingthis kind of online research and
finding out what's good for me,what is the thing that I need
the most, what do I need tolearn to figure out?
you know which path that I wantto choose or which door do I
want to open, and so now youneed as a, as a business owner,
(05:46):
if you want your business to benoticed, if you want your offer
to be out there in the world,you need to be making content
that serves this same purpose.
You want to be coming up withinformation that educates people
and helps them get over thehumps that they need to get over
to know for themselves thatyour choice is the choice for
(06:10):
them, that it's been builtexclusively for their specific
challenge and their specificproblem And this is new.
There's another statistic thatChala mentioned, which was that
86% of people they can't tellthe difference between two
people who have the same job.
So if you want to stand outlike, you have to do something,
(06:34):
you have to say something, youhave to be something And, in
this case, you need to putcontent out there that
distinguishes you And for mepersonally, this is why I'm a
big fan of doing video, likewhat I'm doing right now.
If you show up in person, if youshow up as a human being,
especially a human being in thisworld of artificial
(06:55):
intelligence and artificiallyintelligently created content,
no one can duplicate you.
People will see you, and thetruth is that most businesses,
especially B2B ones, they wantto do business with another
person.
They don't want to do businesswith just a faceless corporation
.
They want to know who is theperson that I'm going to be
(07:18):
doing business with.
And if you offer a service,that's even more important If
you're a coach or you're aconsultant.
This is critical that peoplewant to know who you are.
They want to know what youbelieve in, what you stand for,
what your values are, and all ofthis can be communicated in
your content.
The next thing I want to mentionis take away from episode
(07:39):
number 103, which was myinterview with Ryan Musselman
And he's a terrific copywriter,and this were the reminders that
he had Sort of like when you'redoing your content, make sure
that you have one crystal clearmessage for one target audience
(07:59):
that delivers one insanelyhelpful solution.
And if you get nothing else ofwhat I'm sharing today, remember
these three things One crystalclear message for one target
audience, and deliver thatdelivers one insanely helpful
solution.
I just think that's one of thebiggest you know aha, as big as
(08:25):
gold, as nuggets that I havepicked up in all of the
interviews that I've been doingover the last few months, and if
you want to go back and listento his whole conversation, it's
episode number 103.
So you can go check that out,all right?
so here are the five principles, and I'm going to walk through
(08:46):
them one by one.
Principle number one yourcontent needs to demonstrate
your authority, what you want tobe thinking about when you're
producing your content on aregular basis is that what
you're really doing is you'rebuilding an authority platform
And you want to be choosingcarefully where you do it,
(09:09):
because where you do, it will bepart of your platform.
So obviously you want to do itin a place where your target
audience is hanging out And youwant to look at how often, like
how much percentage do you wantto do on what I'll call rented
property as opposed to how muchdo you want to do on owned
property?
(09:29):
So, for example, this livestream is going out to LinkedIn,
which is rented.
I don't own LinkedIn Andsomething could happen where
LinkedIn would decide livestreams aren't a good idea
anymore and it's gone and Ican't do this anymore, and so
I'd have to figure out somethingelse to do, because I don't own
(09:50):
LinkedIn.
All the work that I do onLinkedIn to grow my audience, i
am building an authorityplatform there, but because I
don't own it, something couldhappen where even just the
change in the algorithm and howmuch reach my content, my videos
, my posts are getting couldshift radically from one day to
(10:10):
the next, in which case, once Ibuilt something up and my
business was doing great becauseLinkedIn was helping me.
The day after that, linkedincould change their mind and then
it wouldn't help me at all Andall of a sudden, i have nothing
going on LinkedIn anymore.
So it's really important to, inaddition to having stuff that
goes out on LinkedIn and takeadvantage of the good platforms
(10:33):
that work for you, you also wantto have your own owned platform
.
So for me, at the same timethat I'm doing this, it is a
podcast and I turn this samematerial, this same piece of
content, into an audio podcastand I own that And it goes out
on my RSS feed and it goes outto all the podcast apps and
(10:57):
that's mine.
And then, of course, i takethat same content and I create
show notes and blog posts and atranscript and the video and the
teaser content and the links toall this stuff.
Like, i put a lot of resourcesinto a blog post that lives on
my website, and so those twoparts are parts that I own and
(11:19):
that's part of my authorityplatform that completely belongs
to me.
And then the third thing that Ido is that I take the content
and I promote it to my emaillist And so people who subscribe
to my email list will getregular updates to what I've
been talking about and thismasterclass, and they'll be
(11:40):
invited to go to my blog postand consume all of that content,
depending on what theirinterest is that particular week
.
And so all of these properties,all of these digital properties
, are things that I own.
It's all part of my platform.
And then, of course, the fourththing that I do is that I will
(12:00):
take short, short form clipsfrom this same piece of content
and I will post them acrossseveral social media channels,
and those are.
These are things that I callmic drop moments, and one of the
easiest ways to create a micdrop moment is to do a long form
piece of content, like thislive stream, and then cut it up
(12:20):
into little pieces and spread itout all over the place, so that
I go live once a week and, allof a sudden, i actually have
material for a ton of otherkinds of content, part of which
are owned it's part of myplatform that I own and part of
which are, on the other, rentedsocial platforms that I don't
(12:44):
own but are where a lot of myaudience is hanging out.
So I get to be in all thesedifferent places, but the
strategy is that I produce thecontent once and then I
redistribute it multiple times,and this is how you can grow
(13:04):
your authority.
So, thing number two, yourcontent and this is probably the
most important one, and I'mgoing to go really into a lot of
the meat of this is yourcontent wants to take a strong
stance, you want to stand forsomething, you want polarizing
(13:27):
content and do what I call mythbusting.
And this is the thing where alot of people, when it comes to
what should I say or what shouldI talk about, well, they'll
default to teaching and being aneducator and doing a lot of
how-to content.
And that's okay, like there isa place for that kind of content
(13:52):
and a lot of times in thealgorithm that content can
perform really well.
However, if all you're doing issharing how-to type of
information, it doesn't reallydistinguish you from all of the
other how-to information thatother people are sharing in your
field of expertise.
So, for instance, anything thatany lane you're in, anything
(14:15):
that you are talking about, ifyou say I'm gonna answer this
question and you type thatquestion into Google, you're
gonna see like 10,000 answers tothe question.
It's like a fire hose of stuff,and so if you try and put your
little thing in there and say,here's my answer to this
question, it's really hard tostand out.
It's really hard to even getpeople to find it or notice you
(14:37):
that that's what you're talkingabout.
However, if you come to themarketplace and you take a
strong stance, if you stand upand say look, i know that all
the conventional wisdom in theworld is over here and they
believe this, but I don't thinkit's true.
I don't think this is the bestway to think.
I actually think differently.
I think this other way ofthinking And you point this out
(15:03):
and you help people change theirperception from what is kind of
an old way of looking at stuffto this new way.
And if the new way is tied toyour solution, then you become
really attractive to youraudience.
They go oh, i need this new wayof thinking because I can see
how that will benefit me, andthe way to learn more about
(15:26):
doing this new way is to do itwith you.
Well, now you're probably theonly one that they can go to to
get this new way.
So, just as an example, here'sone that I'll share.
We've heard a lot that peoplewho are wanting to start a
business.
The big passion that they haveis that they want freedom and
(15:50):
they want money, and this iswhere most of the online
marketing wizards, the onlinebusiness growth wizards, are
saying yes, you too can gainyour freedom and you too can
earn a lot of money, and youjust need to go over here and
I'll show you how to do it.
And people go yes, that's whatI want Freedom, money.
(16:10):
Lay it on me.
And my stance about this is thepeople who start the business
based on freedom and money arethe ones that are most likely to
fail.
However, the people who start abusiness because they want to
solve a problem, they're theones that succeed.
So you see what I did there.
(16:31):
People go, huh, okay, and now,of course, we want to help you
figure out what's the problemthat you want to solve and how
do you learn what is the problemthat is the best one for you to
make as part of your main offer.
The way I got your attention wasto disrupt the conventional
(16:53):
wisdom, the common thinking, thepopular conception of what a
lot of people are saying outthere, and I'm just going no,
actually, i think somethingdifferent And you want to come
up with this kind of thing too,and I'm going to say that one
way to do this that I havetalked about quite a bit in the
past is myth-busting.
(17:15):
And if this is the action item,part of this masterclass, i'm
going to give you five questionsto ask yourself so that, if you
want to come up with contrary,provocative, polarizing stances
that you can get behind becauseof your own things that you
believe in and your own stuffthat you think is important for
(17:39):
your marketplace, but also basedon the way your target audience
is thinking, these questionswill help you do that.
So here they are, and if youwould like access to this, i
will put the link to these fivequestions and my whole training
on myth-busting in the shownotes.
(17:59):
So, question number one whatdoes your audience believe about
their ability to get thebenefits or the desired outcome
that your business offers?
So everybody has a beliefsystem mythology.
It may not be true, but theybelieve it strongly, and this is
(18:22):
a limiting belief.
This is where you can come inand challenge their limiting
belief and you can give them avision, a greater vision, of
what's possible for them.
So what do they believe abouttheir ability to get the benefit
that your business offers.
And this is the thing that mostpeople, when they are thinking
(18:45):
about doing anything, the thingthat's keeping them from coming
in the door and saying yes toyour offer isn't you, it isn't
your competition, what it is is,it's them.
It's them saying to themselvesI don't think this, i can do
this, or I don't think this willwork for me, or other people
(19:05):
have done this, but I tried abunch of stuff and I just I'm
gonna settle for where I amright now, because since I've
tried all these different thingsand they didn't work, then I
guess for me personally it'sjust not gonna work.
And so that kind of personneeds your help in overcoming
those limiting beliefs.
So come up with, like, what arethe limiting beliefs?
(19:27):
And you can come up withseveral of these, and each one
of them, each one of the answersto this question, can be a
piece of content that you share,and this can be very, very
powerful content.
So question number two to askyourself is what does your
audience believe about theproblem your business solves?
This is not about your productor your service.
(19:50):
It's literally about theproblem that you help solve.
And so, again, like piece ofcontent can be talking all about
what's the biggest problem?
Like in this episode I'mtalking about creating content
consistently and the big problemwith that Like, what are the
problems for that?
And that is the hook of gettingyour attention to come in and
(20:16):
pay attention to all of thisinformation that I'm sharing
today of how you can actuallycreate a ton of really great
content that's hyper value toyour target audience.
And so you wanna come up withyour own idea of, like, what do
they believe about the problem?
What are the things thatthey're thinking about the
problem around?
(20:36):
is it their biggest pain point?
And this is what you wanna find.
Like, find a problem wherepeople are in deep pain, where
it's actually costing them moneynot to find the solution to
this problem.
And if you solve a problem likethat and you find the people
who have that problem and you'retalking about that in your
(20:57):
content, that is super, superattractive, all right.
Question number three is whatemotional blocks are standing in
the way of your audiencebelieving that they can solve
the problem?
The emotional blocks.
So, for example, your audiencemay be feeling that getting the
(21:21):
benefit that you offer is toohard or it takes a lot of time.
So this is a belief that youcan challenge, like for me.
I help people do video And sowhen people come to me they
often are thinking, oh, you knowit takes so much time, i gotta
figure out all the tech, it'sgonna be super daunting, i just
don't wanna deal with it, like,forget it, i guess I'm just
(21:44):
gonna do video because it justseems way too difficult.
And so my content a lot oftimes is challenging that
particular belief and saying,actually there are ways to do
this that don't take any time atall And you don't have to
figure out any tech.
Let me help you with that.
I can make it easy for you Andmy solution, my backdrop moments
(22:07):
you give me an hour of yourtime.
I'll give you a month worth ofvideo content.
So, like you sit with me for anhour, i'll ask you a bunch of
questions, you give me all youranswers And I'll edit those down
into short little video clipsthat will go out and capture all
of this kind of content.
Like all of this kind of stuff,i'll ask you these questions
(22:28):
and then you can answer them forme and we'll make the most
powerful, valuable content thatgets your business notice that
you've ever created with you oncamera.
We'll do this remotely.
So in just an hour you get amonth worth of content, and we
can do this repeatedly.
So all you have to do is showup for an hour and boom all your
(22:48):
content is done.
So no time, just an hour Andsimple cause.
All you have to do is shareyour best ideas, and the rest of
all that work is done for you.
You don't have to worry aboutediting, you don't have to worry
about the distribution, youdon't have to worry about
posting, you don't have to worryabout the camera using.
Like none of that, it's alltaken care of for you.
(23:08):
So to me, like I'm challenginga popular misconception about
what people are thinking that iskeeping them from doing this.
So question number four is whatpast experience have influenced
your audience's beliefs aboutthe problem that you solve?
(23:29):
And so this is where people arealways in the mode of.
This isn't my first rodeo inthe health industry.
Like people say oh, i've triedall these diets, i tried all
these workouts, i tried fasting,i tried keto, like all these
things, and none of it worked.
Like I'm still in the same spot, and so they feel like they
(23:52):
just have to settle for wherethey are, and these past
experience have reallyinfluenced what their future
looks like.
And so this is stuff that youcan talk about, and you can use
your own story, or you can usecase studies of clients that
you've worked with and say, well, here's somebody who was in
this situation that was justlike you And they have tried it
(24:14):
all these things, and they triedthis and they tried that and
none of it worked for them.
But then we got together and wedid the thing that I do and
they got this amazing result.
And so that kind of story isagain.
It's super valuable, it'sreally relevant, super into the
(24:34):
problem that somebody has andthe belief that they have based
on their past experience, whichnow you can challenge and make
them think that, oh, maybe it'spossible for me, and if you can
get somebody to that place,that's very powerful, it's very,
very attractive.
(24:56):
So last one, number five Whatpopular myth And this is like
what misconception does youroffer bust for your audience?
So now we're talking about yourparticular offer, and what's
the popular myth?
that your offer busts for yourparticular audience.
(25:20):
And so I just gave you theexample of mine My mic drop
moments bust the popular myththat video is hard, video is
expensive, video takes a ton oftime And at all the other junk
that people have in their wayabout thinking that video is
(25:41):
just too difficult and toodaunting for them.
And my offer, my drop moments,is like well, we're just gonna
take a moment, one of your verybest moments, and we're gonna
put it out there in a way thatwill get you noticed.
And my whole offer is builtaround this myth busting
framework, and you can be doingthis too, and so when you go
(26:05):
through these questions,basically this is a way to come
up with a whole bunch of contentideas which then you can share
with your audience, and nowthey're gonna start paying
attention to you, and this,again, is just super, super
powerful.
The next three are gonna go bya little bit quicker here.
(26:27):
Number three your content needsto provide value as opposed to
teaching how.
So instead and I've talkedabout this you want to change
the way somebody looks atsomething, and if you can do
that, if you can change the waysomebody is looking at something
, this is the highest value thatyou can give.
(26:47):
Teaching how is fine.
You know, i just taught you alittle bit of how you come up
with myth-busting questions, butthe more powerful thing is that
I get you to believe in thewhole idea of myth-busting.
You know, that's more strikingand more powerful And it's a
kind of it's a complete likeattitudinal shift and a
(27:09):
directional shift, so that youare now like, oh, now I have
this other way to bring myselfto the marketplace to talk to my
audience, instead of going likeyou know, i could spend the
today showing you how to lightyour studio, or I could teach
you the very best microphone.
(27:29):
A lot of people love that stuff.
You know it's all over YouTube,but the problem is that it's
all over everywhere.
The answers to those questionsexist again and again and again
and again.
And while I couldn't do that andcertainly it's part of what I
do with my clients it's not whatI do with my content delivery.
What I do with my contentdelivery is mainly about what
(27:52):
can I do that is providing valuein the form of changing the way
you look at something.
And you know sort of, and thebig brands that do this really
well, like Apple, for instance,their whole mantra was think
different And that that carrieda lot in terms of attracting a
(28:14):
group of people who are like yes, like you know, we don't want
to be the status.
We don't want to be boring likethe way Microsoft is.
We don't want to be part of thestatus quo.
We want to rebel against theway things have always been.
We want to do something new anddifferent.
We want to take a stand forsomething.
We want to take a stand forsomething we believe in.
We want to be empowered to doour own thing.
(28:35):
This was these were all youknow part of the zeitgeist of
Apple, and this is the kind ofthing that you want to be doing
for your business, whateverversion of that is for you.
Number four your content wantsto create demand and desire for
the thing you offer, and the waythat you do this the best is.
(28:58):
You want to create theexperience of what it's actually
like to work with you, and youcan do this in a bunch of ways.
For instance, you can share acase study or an example of what
you did with a client and justbasically tell their whole story
and what happened with them,and the best way to do this is
(29:20):
to do an interview with a client.
You could do it live.
You could do it as a podcast,but bring somebody on and
literally put them in the hotseat and help them like,
literally help them in themoment.
And you can do this withsomebody who you currently work
with, or you can do it withsomebody new, who is just part
of your audience, and you invitethem on and say, hey, i'd like
(29:44):
to bring you on and we'll talkabout, i'll help you in this
moment, develop the myths thatyou need to bust for your
content.
I could do that Instead ofdoing what I'm doing today.
I could have done that kind ofthing, which would give all of
you not only the concepts thatwere going over these
myth-busting concepts, but itwould also give you the idea
(30:06):
that, oh, brad, this is how Bradworks, this is how Brad thinks,
this is how Brad helps somebody, this is how he could possibly
help me.
And so if you're giving peoplean experience of you and this
you know, like any kind ofcontent and this is why video is
so powerful like if you get onvideo and you're talking about
any particular thing and you'reproviding value and you're
(30:30):
helping people change theirperception and change how they
think about something, well, allof that is experiential.
If you're telling a story.
Stories are great because whenpeople listen to a story, we
actually experience the sameemotional feelings of the
subject in the story, whoever itis, you know there's a hero and
(30:52):
there's a guide, and there's aprotagonist and there's an
antagonist and whatever is goingon there with a conflict.
The best stories have conflict.
That conflict, we feel that.
And when somebody overcomes theconflict, when they overcome
the challenge, we feel that too.
And this is where we're doingsomething very experiential.
And when people have thatexperience, an emotional
(31:13):
experience, this is what they'llremember And this is what gets
you noticed and this is whythey'll start coming back and
wanting more.
So you're creating demand anddesire for working with you
because you're giving them thiskind of experience.
(31:33):
And the last thing thing numberfive your content wants to
remove any barriers or obstaclesor objections to working with
you, and you can think of Thiskind of content has your
frequently asked questions.
You know your people havecommon questions.
(31:56):
There's things that are top ofmind that they've already been
asking you, and so every one ofthose, every single one of those
questions could be turned intoa piece of content in terms of
you coming up with your answerand saying well, people always
ask me this and here's my answerto that.
Whatever is in their way,they're going well, here's my
big problem.
And you go okay, well, i hearthat this is a big problem for a
(32:18):
lot of people and here's how Isolve that.
And you want to clear the way,you want to remove all that
stuff out of their way so thatyou know, all during all of this
, if you're doing all these fivethings, if you're, you know,
building your authority,establishing yourself as a
thought leader, and you arechanging their perspective and
(32:39):
you're creating demand anddesire, and then you're clearing
all the obstacles.
This is really powerful contentYou can be creating over time.
And it all comes together sothat people who are in this
trend of learning about whatshould I do to solve my problem,
who's the best choice to helpme with solving my problem?
(33:00):
And they come upon your contentand it's unique and you stand
for something that they standfor and your values are
something that are their values,and they connect with you
because they see you on videoand they go wow, i like this
person.
All of these things arehappening.
Now you know.
(33:21):
And then you say well, by theway.
I know that you probably thinkyou know this is a big problem
and let's talk about that andlet's overcome that problem.
Let's take it over here anddeal with it in a way where it's
really manageable.
All of that kind of contentpeople are going well.
This is super helpful.
I obviously need this.
I want more, and you becausenow I've met you, you seem like
(33:46):
a really good person for me towork with and they'll come right
in the door and they'll beknocking hard, going please let
me in.
Can I please come and work withyou?
This is the method.
So if you take this down, thiswill enable you to come up with
endless list of the kinds ofthings that you should be
talking about and truly, thiswill be your best content.
(34:10):
Yet That's what I have for youtoday.
If you want access to that mythbusting list, go look for the
show notes.
Like.
If you're like this idea andyou want to go deeper, go get my
myth busting training.
I hope this is helpful.
I would love to hear from youif this inspires you to create
(34:31):
content and you post somethingbased on these five steps, these
five principles.
Tag me.
If you do something on LinkedIn, connect with me, tag me.
I would love to see yourcomment.
I promise that I will come andcomment on it and maybe even
share it.
So for those of you listeningat the end here, i just want to
(34:54):
remind you that if you'd like togo and binge on all the archive
of the Standout Business Show,just go to standoutbusinessshow
and you can get in the door allof the audio, all of the video,
all the show notes, all thelinks to all the relevant stuff.
It's all there and you canbinge to your heart's content.
(35:16):
We go live every Thursday at 11am Eastern time, and until the
next time, so long everyone.
When you're doing your content, make sure that you
have one crystal clear messagefor one target audience that
delivers one insanely helpfulsolution.
And if you get nothing else ofwhat I'm sharing today, remember
these three things One crystalclear message for one target
(00:26):
audience that delivers oneinsanely helpful solution.
Welcome to the standoutbusiness show.
I'm Brad Powell, and today weare talking about how you can
create your best content ever,and I want to ask the question
(00:52):
what do you think is the biggestproblem when it comes to
creating content?
In my opinion, the biggestproblem that everybody faces
when it comes to putting outcontent is being consistent And
that is showing up often enoughso that your business is going
to get noticed, and I think thatactually, for pretty much
(01:16):
everyone, this is the biggestchallenge.
The thing is that when you'reposting regularly, you want to
make sure that your content isvaluable and it's high quality
and that it's going to resonatewith your audience.
This is both the opportunityand the challenge, because when
you're putting out stuff all thetime, day after day, it's easy
(01:40):
to be posting something simplybecause oh, it's another day and
I have to put something upthere, and so the quality and
the value and whether or notit's going to resonate with
anyone starts to diminish.
So what are the types ofcontent that you can create?
so that is consistently yourvery best?
(02:01):
yet, well, that is what we'rediving into today.
I'm going to walk you throughmy five step process that I
teach my clients, and if you payattention and stay all the way
through to the end, you're goingto have an endless list.
You'll be able to create aninfinite amount of content,
something that will actuallyresonate with your audience, so
(02:23):
that people will actually payattention and they'll start
talking about it, and that's it.
So that's what we're into today.
Stay tuned, don't go away Andlet's start the show.
As we open the door to what isactually a fairly big thing to
(02:46):
try and chew today, i want tolook at what is the real purpose
of putting out content in thefirst place.
There's a lot of people posting.
They're doing selfies, they'reshowing.
Here's what I had for breakfast.
We see a lot of stuff beingposted all over the place And,
depending on the platform thatyou're on, it can be a real fire
hose and it can be reallymediocre and not very relevant
(03:11):
to anything kind of content.
So, if you're going to takethis on.
If you're going to take on thejob of putting out valuable
information for your particulartarget audience, you want to
make sure that you're attractingyour people, and the whole
point is that you're moving themcloser to the sale.
(03:33):
So you want to be educatingthem and arming them with the
kinds of information so thatthey will learn that they are
the ones who are the perfect fitfor the thing that you offer,
for the problem that you solve.
A lot of people look at socialmedia and they go.
Well, i think it's just a wasteof time.
I think my time could be spentdoing something else.
(03:56):
So I want to stress why I thinkdoing this kind of content
creation is so important, andI'm going to share a takeaway
that I just got from my lastweek's episode.
It was episode number 109 hereon the show, and the guest was
Chala Dinkoy, and she wastalking about one of the biggest
(04:18):
trends that she has seen in herworld, and she markets B2B.
She serves B2B businesses,people who are service providers
for other businesses, and whatshe was saying was that since
the pandemic, there's this bigtrend that most B2B buyers and
this could be your targetaudience they do all of their
(04:41):
research and all of theireducation around which service,
which product, which thing thatthey're actually going to buy
into.
They do it alone and they do itonline, and this is different,
like pre-pandemic.
What would happen is that, assoon as someone saw any interest
(05:02):
in your product, they wouldreach out to you, and then you
could come in and educate themand deliver whatever you want to
deliver, and you do it one toone.
You do it over the phone or youdo it on a Zoom call, you do it
or you meet in person.
But the pandemic put a stop toall of that, and so, since
everybody was home alone, theywere learning, and now they've
(05:25):
totally gotten used to doingthis kind of online research and
finding out what's good for me,what is the thing that I need
the most, what do I need tolearn to figure out?
you know which path that I wantto choose or which door do I
want to open, and so now youneed as a, as a business owner,
(05:46):
if you want your business to benoticed, if you want your offer
to be out there in the world,you need to be making content
that serves this same purpose.
You want to be coming up withinformation that educates people
and helps them get over thehumps that they need to get over
to know for themselves thatyour choice is the choice for
(06:10):
them, that it's been builtexclusively for their specific
challenge and their specificproblem And this is new.
There's another statistic thatChala mentioned, which was that
86% of people they can't tellthe difference between two
people who have the same job.
So if you want to stand outlike, you have to do something,
(06:34):
you have to say something, youhave to be something And, in
this case, you need to putcontent out there that
distinguishes you And for mepersonally, this is why I'm a
big fan of doing video, likewhat I'm doing right now.
If you show up in person, if youshow up as a human being,
especially a human being in thisworld of artificial
(06:55):
intelligence and artificiallyintelligently created content,
no one can duplicate you.
People will see you, and thetruth is that most businesses,
especially B2B ones, they wantto do business with another
person.
They don't want to do businesswith just a faceless corporation
.
They want to know who is theperson that I'm going to be
(07:18):
doing business with.
And if you offer a service,that's even more important If
you're a coach or you're aconsultant.
This is critical that peoplewant to know who you are.
They want to know what youbelieve in, what you stand for,
what your values are, and all ofthis can be communicated in
your content.
The next thing I want to mentionis take away from episode
(07:39):
number 103, which was myinterview with Ryan Musselman
And he's a terrific copywriter,and this were the reminders that
he had Sort of like when you'redoing your content, make sure
that you have one crystal clearmessage for one target audience
(07:59):
that delivers one insanelyhelpful solution.
And if you get nothing else ofwhat I'm sharing today, remember
these three things One crystalclear message for one target
audience, and deliver thatdelivers one insanely helpful
solution.
I just think that's one of thebiggest you know aha, as big as
(08:25):
gold, as nuggets that I havepicked up in all of the
interviews that I've been doingover the last few months, and if
you want to go back and listento his whole conversation, it's
episode number 103.
So you can go check that out,all right?
so here are the five principles, and I'm going to walk through
(08:46):
them one by one.
Principle number one yourcontent needs to demonstrate
your authority, what you want tobe thinking about when you're
producing your content on aregular basis is that what
you're really doing is you'rebuilding an authority platform
And you want to be choosingcarefully where you do it,
(09:09):
because where you do, it will bepart of your platform.
So obviously you want to do itin a place where your target
audience is hanging out And youwant to look at how often, like
how much percentage do you wantto do on what I'll call rented
property as opposed to how muchdo you want to do on owned
property?
(09:29):
So, for example, this livestream is going out to LinkedIn,
which is rented.
I don't own LinkedIn Andsomething could happen where
LinkedIn would decide livestreams aren't a good idea
anymore and it's gone and Ican't do this anymore, and so
I'd have to figure out somethingelse to do, because I don't own
(09:50):
LinkedIn.
All the work that I do onLinkedIn to grow my audience, i
am building an authorityplatform there, but because I
don't own it, something couldhappen where even just the
change in the algorithm and howmuch reach my content, my videos
, my posts are getting couldshift radically from one day to
(10:10):
the next, in which case, once Ibuilt something up and my
business was doing great becauseLinkedIn was helping me.
The day after that, linkedincould change their mind and then
it wouldn't help me at all Andall of a sudden, i have nothing
going on LinkedIn anymore.
So it's really important to, inaddition to having stuff that
goes out on LinkedIn and takeadvantage of the good platforms
(10:33):
that work for you, you also wantto have your own owned platform
.
So for me, at the same timethat I'm doing this, it is a
podcast and I turn this samematerial, this same piece of
content, into an audio podcastand I own that And it goes out
on my RSS feed and it goes outto all the podcast apps and
(10:57):
that's mine.
And then, of course, i takethat same content and I create
show notes and blog posts and atranscript and the video and the
teaser content and the links toall this stuff.
Like, i put a lot of resourcesinto a blog post that lives on
my website, and so those twoparts are parts that I own and
(11:19):
that's part of my authorityplatform that completely belongs
to me.
And then the third thing that Ido is that I take the content
and I promote it to my emaillist And so people who subscribe
to my email list will getregular updates to what I've
been talking about and thismasterclass, and they'll be
(11:40):
invited to go to my blog postand consume all of that content,
depending on what theirinterest is that particular week
.
And so all of these properties,all of these digital properties
, are things that I own.
It's all part of my platform.
And then, of course, the fourththing that I do is that I will
(12:00):
take short, short form clipsfrom this same piece of content
and I will post them acrossseveral social media channels,
and those are.
These are things that I callmic drop moments, and one of the
easiest ways to create a micdrop moment is to do a long form
piece of content, like thislive stream, and then cut it up
(12:20):
into little pieces and spread itout all over the place, so that
I go live once a week and, allof a sudden, i actually have
material for a ton of otherkinds of content, part of which
are owned it's part of myplatform that I own and part of
which are, on the other, rentedsocial platforms that I don't
(12:44):
own but are where a lot of myaudience is hanging out.
So I get to be in all thesedifferent places, but the
strategy is that I produce thecontent once and then I
redistribute it multiple times,and this is how you can grow
(13:04):
your authority.
So, thing number two, yourcontent and this is probably the
most important one, and I'mgoing to go really into a lot of
the meat of this is yourcontent wants to take a strong
stance, you want to stand forsomething, you want polarizing
(13:27):
content and do what I call mythbusting.
And this is the thing where alot of people, when it comes to
what should I say or what shouldI talk about, well, they'll
default to teaching and being aneducator and doing a lot of
how-to content.
And that's okay, like there isa place for that kind of content
(13:52):
and a lot of times in thealgorithm that content can
perform really well.
However, if all you're doing issharing how-to type of
information, it doesn't reallydistinguish you from all of the
other how-to information thatother people are sharing in your
field of expertise.
So, for instance, anything thatany lane you're in, anything
(14:15):
that you are talking about, ifyou say I'm gonna answer this
question and you type thatquestion into Google, you're
gonna see like 10,000 answers tothe question.
It's like a fire hose of stuff,and so if you try and put your
little thing in there and say,here's my answer to this
question, it's really hard tostand out.
It's really hard to even getpeople to find it or notice you
(14:37):
that that's what you're talkingabout.
However, if you come to themarketplace and you take a
strong stance, if you stand upand say look, i know that all
the conventional wisdom in theworld is over here and they
believe this, but I don't thinkit's true.
I don't think this is the bestway to think.
I actually think differently.
I think this other way ofthinking And you point this out
(15:03):
and you help people change theirperception from what is kind of
an old way of looking at stuffto this new way.
And if the new way is tied toyour solution, then you become
really attractive to youraudience.
They go oh, i need this new wayof thinking because I can see
how that will benefit me, andthe way to learn more about
(15:26):
doing this new way is to do itwith you.
Well, now you're probably theonly one that they can go to to
get this new way.
So, just as an example, here'sone that I'll share.
We've heard a lot that peoplewho are wanting to start a
business.
The big passion that they haveis that they want freedom and
(15:50):
they want money, and this iswhere most of the online
marketing wizards, the onlinebusiness growth wizards, are
saying yes, you too can gainyour freedom and you too can
earn a lot of money, and youjust need to go over here and
I'll show you how to do it.
And people go yes, that's whatI want Freedom, money.
(16:10):
Lay it on me.
And my stance about this is thepeople who start the business
based on freedom and money arethe ones that are most likely to
fail.
However, the people who start abusiness because they want to
solve a problem, they're theones that succeed.
So you see what I did there.
(16:31):
People go, huh, okay, and now,of course, we want to help you
figure out what's the problemthat you want to solve and how
do you learn what is the problemthat is the best one for you to
make as part of your main offer.
The way I got your attention wasto disrupt the conventional
(16:53):
wisdom, the common thinking, thepopular conception of what a
lot of people are saying outthere, and I'm just going no,
actually, i think somethingdifferent And you want to come
up with this kind of thing too,and I'm going to say that one
way to do this that I havetalked about quite a bit in the
past is myth-busting.
(17:15):
And if this is the action item,part of this masterclass, i'm
going to give you five questionsto ask yourself so that, if you
want to come up with contrary,provocative, polarizing stances
that you can get behind becauseof your own things that you
believe in and your own stuffthat you think is important for
(17:39):
your marketplace, but also basedon the way your target audience
is thinking, these questionswill help you do that.
So here they are, and if youwould like access to this, i
will put the link to these fivequestions and my whole training
on myth-busting in the shownotes.
(17:59):
So, question number one whatdoes your audience believe about
their ability to get thebenefits or the desired outcome
that your business offers?
So everybody has a beliefsystem mythology.
It may not be true, but theybelieve it strongly, and this is
(18:22):
a limiting belief.
This is where you can come inand challenge their limiting
belief and you can give them avision, a greater vision, of
what's possible for them.
So what do they believe abouttheir ability to get the benefit
that your business offers.
And this is the thing that mostpeople, when they are thinking
(18:45):
about doing anything, the thingthat's keeping them from coming
in the door and saying yes toyour offer isn't you, it isn't
your competition, what it is is,it's them.
It's them saying to themselvesI don't think this, i can do
this, or I don't think this willwork for me, or other people
(19:05):
have done this, but I tried abunch of stuff and I just I'm
gonna settle for where I amright now, because since I've
tried all these different thingsand they didn't work, then I
guess for me personally it'sjust not gonna work.
And so that kind of personneeds your help in overcoming
those limiting beliefs.
So come up with, like, what arethe limiting beliefs?
(19:27):
And you can come up withseveral of these, and each one
of them, each one of the answersto this question, can be a
piece of content that you share,and this can be very, very
powerful content.
So question number two to askyourself is what does your
audience believe about theproblem your business solves?
This is not about your productor your service.
(19:50):
It's literally about theproblem that you help solve.
And so, again, like piece ofcontent can be talking all about
what's the biggest problem?
Like in this episode I'mtalking about creating content
consistently and the big problemwith that Like, what are the
problems for that?
And that is the hook of gettingyour attention to come in and
(20:16):
pay attention to all of thisinformation that I'm sharing
today of how you can actuallycreate a ton of really great
content that's hyper value toyour target audience.
And so you wanna come up withyour own idea of, like, what do
they believe about the problem?
What are the things thatthey're thinking about the
problem around?
(20:36):
is it their biggest pain point?
And this is what you wanna find.
Like, find a problem wherepeople are in deep pain, where
it's actually costing them moneynot to find the solution to
this problem.
And if you solve a problem likethat and you find the people
who have that problem and you'retalking about that in your
(20:57):
content, that is super, superattractive, all right.
Question number three is whatemotional blocks are standing in
the way of your audiencebelieving that they can solve
the problem?
The emotional blocks.
So, for example, your audiencemay be feeling that getting the
(21:21):
benefit that you offer is toohard or it takes a lot of time.
So this is a belief that youcan challenge, like for me.
I help people do video And sowhen people come to me they
often are thinking, oh, you knowit takes so much time, i gotta
figure out all the tech, it'sgonna be super daunting, i just
don't wanna deal with it, like,forget it, i guess I'm just
(21:44):
gonna do video because it justseems way too difficult.
And so my content a lot oftimes is challenging that
particular belief and saying,actually there are ways to do
this that don't take any time atall And you don't have to
figure out any tech.
Let me help you with that.
I can make it easy for you Andmy solution, my backdrop moments
(22:07):
you give me an hour of yourtime.
I'll give you a month worth ofvideo content.
So, like you sit with me for anhour, i'll ask you a bunch of
questions, you give me all youranswers And I'll edit those down
into short little video clipsthat will go out and capture all
of this kind of content.
Like all of this kind of stuff,i'll ask you these questions
(22:28):
and then you can answer them forme and we'll make the most
powerful, valuable content thatgets your business notice that
you've ever created with you oncamera.
We'll do this remotely.
So in just an hour you get amonth worth of content, and we
can do this repeatedly.
So all you have to do is showup for an hour and boom all your
(22:48):
content is done.
So no time, just an hour Andsimple cause.
All you have to do is shareyour best ideas, and the rest of
all that work is done for you.
You don't have to worry aboutediting, you don't have to worry
about the distribution, youdon't have to worry about
posting, you don't have to worryabout the camera using.
Like none of that, it's alltaken care of for you.
(23:08):
So to me, like I'm challenginga popular misconception about
what people are thinking that iskeeping them from doing this.
So question number four is whatpast experience have influenced
your audience's beliefs aboutthe problem that you solve?
(23:29):
And so this is where people arealways in the mode of.
This isn't my first rodeo inthe health industry.
Like people say oh, i've triedall these diets, i tried all
these workouts, i tried fasting,i tried keto, like all these
things, and none of it worked.
Like I'm still in the same spot, and so they feel like they
(23:52):
just have to settle for wherethey are, and these past
experience have reallyinfluenced what their future
looks like.
And so this is stuff that youcan talk about, and you can use
your own story, or you can usecase studies of clients that
you've worked with and say, well, here's somebody who was in
this situation that was justlike you And they have tried it
(24:14):
all these things, and they triedthis and they tried that and
none of it worked for them.
But then we got together and wedid the thing that I do and
they got this amazing result.
And so that kind of story isagain.
It's super valuable, it'sreally relevant, super into the
(24:34):
problem that somebody has andthe belief that they have based
on their past experience, whichnow you can challenge and make
them think that, oh, maybe it'spossible for me, and if you can
get somebody to that place,that's very powerful, it's very,
very attractive.
(24:56):
So last one, number five Whatpopular myth And this is like
what misconception does youroffer bust for your audience?
So now we're talking about yourparticular offer, and what's
the popular myth?
that your offer busts for yourparticular audience.
(25:20):
And so I just gave you theexample of mine My mic drop
moments bust the popular myththat video is hard, video is
expensive, video takes a ton oftime And at all the other junk
that people have in their wayabout thinking that video is
(25:41):
just too difficult and toodaunting for them.
And my offer, my drop moments,is like well, we're just gonna
take a moment, one of your verybest moments, and we're gonna
put it out there in a way thatwill get you noticed.
And my whole offer is builtaround this myth busting
framework, and you can be doingthis too, and so when you go
(26:05):
through these questions,basically this is a way to come
up with a whole bunch of contentideas which then you can share
with your audience, and nowthey're gonna start paying
attention to you, and this,again, is just super, super
powerful.
The next three are gonna go bya little bit quicker here.
(26:27):
Number three your content needsto provide value as opposed to
teaching how.
So instead and I've talkedabout this you want to change
the way somebody looks atsomething, and if you can do
that, if you can change the waysomebody is looking at something
, this is the highest value thatyou can give.
(26:47):
Teaching how is fine.
You know, i just taught you alittle bit of how you come up
with myth-busting questions, butthe more powerful thing is that
I get you to believe in thewhole idea of myth-busting.
You know, that's more strikingand more powerful And it's a
kind of it's a complete likeattitudinal shift and a
(27:09):
directional shift, so that youare now like, oh, now I have
this other way to bring myselfto the marketplace to talk to my
audience, instead of going likeyou know, i could spend the
today showing you how to lightyour studio, or I could teach
you the very best microphone.
(27:29):
A lot of people love that stuff.
You know it's all over YouTube,but the problem is that it's
all over everywhere.
The answers to those questionsexist again and again and again
and again.
And while I couldn't do that andcertainly it's part of what I
do with my clients it's not whatI do with my content delivery.
What I do with my contentdelivery is mainly about what
(27:52):
can I do that is providing valuein the form of changing the way
you look at something.
And you know sort of, and thebig brands that do this really
well, like Apple, for instance,their whole mantra was think
different And that that carrieda lot in terms of attracting a
(28:14):
group of people who are like yes, like you know, we don't want
to be the status.
We don't want to be boring likethe way Microsoft is.
We don't want to be part of thestatus quo.
We want to rebel against theway things have always been.
We want to do something new anddifferent.
We want to take a stand forsomething.
We want to take a stand forsomething we believe in.
We want to be empowered to doour own thing.
(28:35):
This was these were all youknow part of the zeitgeist of
Apple, and this is the kind ofthing that you want to be doing
for your business, whateverversion of that is for you.
Number four your content wantsto create demand and desire for
the thing you offer, and the waythat you do this the best is.
(28:58):
You want to create theexperience of what it's actually
like to work with you, and youcan do this in a bunch of ways.
For instance, you can share acase study or an example of what
you did with a client and justbasically tell their whole story
and what happened with them,and the best way to do this is
(29:20):
to do an interview with a client.
You could do it live.
You could do it as a podcast,but bring somebody on and
literally put them in the hotseat and help them like,
literally help them in themoment.
And you can do this withsomebody who you currently work
with, or you can do it withsomebody new, who is just part
of your audience, and you invitethem on and say, hey, i'd like
(29:44):
to bring you on and we'll talkabout, i'll help you in this
moment, develop the myths thatyou need to bust for your
content.
I could do that Instead ofdoing what I'm doing today.
I could have done that kind ofthing, which would give all of
you not only the concepts thatwere going over these
myth-busting concepts, but itwould also give you the idea
(30:06):
that, oh, brad, this is how Bradworks, this is how Brad thinks,
this is how Brad helps somebody, this is how he could possibly
help me.
And so if you're giving peoplean experience of you and this
you know, like any kind ofcontent and this is why video is
so powerful like if you get onvideo and you're talking about
any particular thing and you'reproviding value and you're
(30:30):
helping people change theirperception and change how they
think about something, well, allof that is experiential.
If you're telling a story.
Stories are great because whenpeople listen to a story, we
actually experience the sameemotional feelings of the
subject in the story, whoever itis, you know there's a hero and
(30:52):
there's a guide, and there's aprotagonist and there's an
antagonist and whatever is goingon there with a conflict.
The best stories have conflict.
That conflict, we feel that.
And when somebody overcomes theconflict, when they overcome
the challenge, we feel that too.
And this is where we're doingsomething very experiential.
And when people have thatexperience, an emotional
(31:13):
experience, this is what they'llremember And this is what gets
you noticed and this is whythey'll start coming back and
wanting more.
So you're creating demand anddesire for working with you
because you're giving them thiskind of experience.
(31:33):
And the last thing thing numberfive your content wants to
remove any barriers or obstaclesor objections to working with
you, and you can think of Thiskind of content has your
frequently asked questions.
You know your people havecommon questions.
(31:56):
There's things that are top ofmind that they've already been
asking you, and so every one ofthose, every single one of those
questions could be turned intoa piece of content in terms of
you coming up with your answerand saying well, people always
ask me this and here's my answerto that.
Whatever is in their way,they're going well, here's my
big problem.
And you go okay, well, i hearthat this is a big problem for a
(32:18):
lot of people and here's how Isolve that.
And you want to clear the way,you want to remove all that
stuff out of their way so thatyou know, all during all of this
, if you're doing all these fivethings, if you're, you know,
building your authority,establishing yourself as a
thought leader, and you arechanging their perspective and
(32:39):
you're creating demand anddesire, and then you're clearing
all the obstacles.
This is really powerful contentYou can be creating over time.
And it all comes together sothat people who are in this
trend of learning about whatshould I do to solve my problem,
who's the best choice to helpme with solving my problem?
(33:00):
And they come upon your contentand it's unique and you stand
for something that they standfor and your values are
something that are their values,and they connect with you
because they see you on videoand they go wow, i like this
person.
All of these things arehappening.
Now you know.
(33:21):
And then you say well, by theway.
I know that you probably thinkyou know this is a big problem
and let's talk about that andlet's overcome that problem.
Let's take it over here anddeal with it in a way where it's
really manageable.
All of that kind of contentpeople are going well.
This is super helpful.
I obviously need this.
I want more, and you becausenow I've met you, you seem like
(33:46):
a really good person for me towork with and they'll come right
in the door and they'll beknocking hard, going please let
me in.
Can I please come and work withyou?
This is the method.
So if you take this down, thiswill enable you to come up with
endless list of the kinds ofthings that you should be
talking about and truly, thiswill be your best content.
(34:10):
Yet That's what I have for youtoday.
If you want access to that mythbusting list, go look for the
show notes.
Like.
If you're like this idea andyou want to go deeper, go get my
myth busting training.
I hope this is helpful.
I would love to hear from youif this inspires you to create
(34:31):
content and you post somethingbased on these five steps, these
five principles.
Tag me.
If you do something on LinkedIn, connect with me, tag me.
I would love to see yourcomment.
I promise that I will come andcomment on it and maybe even
share it.
So for those of you listeningat the end here, i just want to
(34:54):
remind you that if you'd like togo and binge on all the archive
of the Standout Business Show,just go to standoutbusinessshow
and you can get in the door allof the audio, all of the video,
all the show notes, all thelinks to all the relevant stuff.
It's all there and you canbinge to your heart's content.
(35:16):
We go live every Thursday at 11am Eastern time, and until the
next time, so long everyone.
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