February 5, 2024 • 19 mins
Don't do this if you want more clients. I make this mistake all the time. It makes my life more difficult as a copywriter or marketer.
The biggest takeaway is that "monthly regular, better than weekly irregular." When it comes to prospect communications, regular is better.
Listen carefully if you use podcasting or periodic content to build your client list. My last episode was in December for one of my channels; now it is February.
I wasn't slacking. I had billable client work, published in other channels, and been engaged elsewhere. Fortunately, I have so many channels, but I could see the drop in analytics.
This is for freelance copywriters or marketers who feel overwhelmed by content creation. Remember, you aren't in the content business. You are in the business of marketing copywriting services.
Want to improve your ability to write copy that sells? Want to learn the business of copywriting? Join us at https://www.adbriefing.co.uk/newsletter/
#PublishPodcast #VideoLogging #SocialMedia #SocialMarketing #VideoMarketing
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
The biggest takeaway is that "monthly regular, better than weekly irregular." When it comes to prospect communications, regular is better.
Listen carefully if you use podcasting or periodic content to build your client list. My last episode was in December for one of my channels; now it is February.
I wasn't slacking. I had billable client work, published in other channels, and been engaged elsewhere. Fortunately, I have so many channels, but I could see the drop in analytics.
This is for freelance copywriters or marketers who feel overwhelmed by content creation. Remember, you aren't in the content business. You are in the business of marketing copywriting services.
Want to improve your ability to write copy that sells? Want to learn the business of copywriting? Join us at https://www.adbriefing.co.uk/newsletter/
#PublishPodcast #VideoLogging #SocialMedia #SocialMarketing #VideoMarketing
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Are you or your clients using podcaststo build your business or any kind of
periodic media. I want to sharewith you some of the challenges that I
face personally having a number of podcasts, as well as using media in order
to promote my business. The newsletterand of the things that we offer here
at AD Briefings, copyrting tips,I'm justin hit and let's just get started.
(00:23):
Very often, when created periodic contentto promote your business, it is
extremely difficult. Yes, you canjust rough draft throw content up like I
do, but I will tell youit is not the most productive way to
generate leads and to produce new customers. It is a great way to get
ideas down that later can be cultivatedinto special reports, articles and other materials.
(00:50):
And that's the value of having copywritersavailable and having marketers available, because
you could rough draft something, haveit transcribed, and then from that transcription
create different types of materials. Now, with AI, it makes it even
easier. The big challenge with AI, though, is that you can create
a script for a podcast, haveit narrated, and completely eliminate the human
(01:11):
element, and that for some isbelievable as an alternative to sitting down and
going through the frustrations. I'm goingto talk with you today about one of
the frustrations that I have. Ifound out today that I haven't produced any
content on this channel since December.That means, if it's February now,
we've had two months with no content. And if we don't have periodic,
(01:34):
regular content, many of our subscriberswill forget that we exist. Now I'm
talking to the subscriber that typically listensto the entire podcast, who takes notes,
who uses some of the materials thatwe have. So today, when
I talk about ways to take yourpodcast more productive, you're writing down notes
like, for example, transcribing yourpodcasts and turning them into articles and other
(01:57):
materials for your website or for leadgeneration pieces. But it is frustrating to
pull up a listing. And whileI've published videos on other channels, and
while I've written content for clients,and while I've written content on the email
newsletter, many of your listeners willonly see you on one channel. They're
(02:17):
not going to take the time tolisten to you on Apple podcast and then
also watch you on YouTube, andthen also get your email newsletter and then
also get maybe a print newsletter.That does not happen unless they're giving you
money. Now, when I wasa member of GKIIC with Dan Kennedy and
I was a Diamond member, Iread every piece of material I got,
(02:38):
I read every email. I unsubscribeto other lists, because again, I'm
paying every month to be a partof that environment, and in fact,
I'm leveraging that environment to push outthe distractions. So instead of chasing the
latest new thing from Frank Kerr orRussell Brunson or from A Abraham, focusing
(03:00):
on one environment and then I'm implementingas much as I possibly can. I
spent hundreds of thousands of dollars withthose people, and it was not an
expense. It was an investment becauseevery time I did what I learned,
I gained significant results. Now podcastingbeing as easy as it is, and
that compulsion to create content, withYouTube videos being as easy as they are,
(03:24):
and there's so many video channels tomarket on, there is a desire
to maybe learn something, teach itand then implement it later or help a
client implement it. And I'm sayingthat's the worst possible thing. So in
one case, I'm a little upsetthat I haven't published new content to my
marketing channel, which is a podcast. And again, it really can feel
(03:50):
this way on every marketing channel,and it might feel like you're behind.
But what have you done in thattime? Well, during that time,
I've served clients, I've worked onlarger projects. I've done things that are
you know, much more engaging andfinancially beneficial than the podcast itself. So
I forgive myself for not publishing regularly. However it is. I can go
(04:12):
in the stats and show that whenI'm not putting regular content on the YouTube
channel, I'm losing traction in thatenvironment. When I'm not putting regular content
on the podcast, I'm losing tractionthere as well. One solution is pre
record all your content and then todrip it into those channels so that you
have a consistent, regular drop ofnew content. Recycle old content, so
(04:36):
for example, you can mash upold content. For example, I met
with a video producer a couple ofdays ago. I showed them I had
all this audio content. If werun it through AI to figure out where
the best engaging content is, wecan then take clips and then we can
take a fifteen minute podcast it's onlyan audio and turn it into a five
(04:58):
minute video with visual elements and broll and stuff, and now we can
take what I created in one channeland use it in another. I go
into this in a lot of detailin our coaching program when we talk about
recycling your marketing. But the keyconcept is, unless you have somebody who's
focusing on that publishing schedule very often, you may get distracted, and that
(05:18):
distraction could cause you to get behind, and then you have this feeling of
being behind, which distracts you againfrom doing those things that are necessary.
So we can build a library ofcontent and we recycle. Another factor too,
I don't understand is why don't needto create content every week or every
month. But I've got five hundredepisodes that people can go back into and
(05:40):
listen to and build up the context. We have to understand that that person
that wants something new every week,it's looking for that new nuance. They're
not necessarily productive people if they're implementing, and then they're looking for that edge
so that they can get a littlebit better than the next guy, or
they can just get a little bitdifferent traction in a marketplace. That person
(06:01):
is going to probably do two ormore channels that person's going to write in
with questions. I have answered alot of questions that have come in.
I've got a backlog of fifteen videosand five or ten audios. I don't
I'm doing this recording while I'm ingestingcontent on light Room, because I've got
my phone filled up. All thethings that can go wrong will go wrong.
(06:24):
Here's the larger point when we talkabout podcasting. I have a program
called Podcasting for Profits. The podcastitself, it's about market research and discovery,
So where can we find new prospects, what channels are they spending time
on, where are they seeking informationand resources? And then it's also about
(06:48):
getting the core ideas and concepts downso that when we're having a conversation with
somebody and they ask a question that'snot in the context of a consultation,
it's not in the context of anengagement, we can say, oh,
well, check out such and suchepisode. I wrote an article yesterday for
the Email newsletter, and about halfwaythrough, I'm thinking, well, I've
(07:09):
talked about this topic before. Ilooked up the podcast and I put a
little paragraph in there and says,hey, if you want more information about
this, check out this podcast,and then I just concluded the article and
I'm done. So now I've gotto give you a two hundred word email
for an email newsletter that's linking toanother piece of content I already created.
Rather than repeating myself, I'm pointingback into the library. So once a
(07:32):
month is good enough for a podcastif during the rest of the time you
are creating content and other mediums.So if you've decided to take on LinkedIn
podcasting, YouTube channel, and otherchannels, so let's see, you got
four channels, you're gonna want topublish something once a month on each channel
(07:54):
and then stagger them so that maybeit looks like it comes out every week.
And then for each of those piecesyou've published on a third party channel,
you're gonna want to have a leadgeneration campaign on the back end.
So maybe in the descriptions of eachof these things it links back to your
Prospect newsletter. And then at theProspect newsletter, you're gonna want to have
a piece of content for each ofthese third party pieces that you put out,
(08:18):
and so real quick quickly gets overwhelming. And that's why for the freelance
copywriter or the freelance marketer I reallyencourage you to get a virtual assistant.
It is a low skill activity towrite a summary about something that's already been
produced, or to run a transcriptand have it summarized and write it into
a little article than it is tocreate the original piece. So now you'll
(08:39):
be focusing on four long form pieceseach month. And I know what some
of you guys are saying, couldI produce the same piece on YouTube,
use it on an audio podcast,use it on a different channel, and
shop it all you can. Butagain, there are different types of people
in each of these channels. Thefolks that are on YouTube tend to be
(09:01):
more visual. Folks that are onaudio podcasts tend to be more they listen
to things while they're doing something else. Folks that are going to read your
email newsletter, they tend to livean email a lot. As long as
you're connecting with the modality of thechannel and consistently putting something of value on
(09:24):
the channel, because this isn't aboutquantity, this is about quality. You
could, and this is what Irecommend for high income professionals, lawyers,
architects. You could just sit downonce a month and record four hours of
video and then pass that to acompany that is going to process that for
you. They're going to extract elements. Now, I mean, just real
(09:45):
quick, here's the tip to makethat work really well. You're going to
create an outline that has four orfive segments within the outline, all on
the same topic. So for example, if I was talking about podcasting for
profits, this podcast would fit intothat, but I might have it as
a segment and have an outline infront of me that I'm going to go
through. The five Here are thefive things you need to do to make
(10:09):
sure you can create regular context thatyou don't run out of ideas. Number
one, read news in your industry. Number two, monitor your client success
stories. Number three ask questions ofyourself and answer the questions of your prospect.
Number four write a journal and outlineideas rather than write ideas. And
(10:30):
number five build on the audience needsand you'll have an unlimited supply of content.
See I would build out segments likethat, and then your editor can
take the segments and extract them.Your assystem can extract them. There's a
lot of great tools out there,by the way, and they can extract
these things and then they can putsomething on one channel, something on another
(10:50):
channel, and become this person amarketing coordinator, because they are going to
have to have a bounce back offfront every description. They need to have
appropriate lower third materier, appropriate broll, appropriate you know, slides or
whatever you're going to present to youraudience, and then of course they need
to have it in the right formatfor et tony channels. And so if
(11:11):
you're doing all that, you're notdoing billble work for clients, and so
that's why you get behind. That'swhy he gets frustrating. But I'm saying
to you right now, I havethe same frustrations. Again. I hadn't
published on this particular panel for almosttwo months. That doesn't mean that I
don't care about the podcast. Itjust means that I'm busy serving clients,
(11:33):
and the client gets priority. Soyou can package up a recording session once
a week, and I actually wentand visited a studio. I'm thinking about
what just go into the studio oncea week, knocking out a four hour
session, lay out all my notes, put up some boards with the checklists
and stuff, and just do akind of an infomercial style presentation and then
(11:54):
ultimately have that chopped up in podcast, have it chopped up into short and
reels and all the different stuff thatneeds to be done while I'm off serving
clients because I've gotten the flow going. When we take you from a freelance
copywriter or a freelance marketer, wegraduate you into an agency. The agency
(12:16):
that I'm talking about could simply bea virtual assistant that maintains your calendar and
helps you schedule more consultations. Itcould be a marketing coordinator who is working
with different people who are doing theediting or using different tools to do the
editing to get you these segments outthere. And then a copywriter that is
in your wings that is helping youwith building out content that converts. Because
(12:39):
that's the last thing I want tocover. All of this content must be
demonstrative. It must engage your audience. It must offer them something of value.
See, I have to make surethat I drop something you can use
right away in this podcast. Otherwiseyou're not going to get the reinforcement implementation.
It always has to bounce back.That's why every one of these I
(13:01):
say. If you have any questionsabout what I've covered here today, these
contact us at www dot edythings dotco. Dot UK. I won't always
see the comments because we dedicate overtwenty seven different channels, and I want
to make sure that your questions getanswered and you see, you're gonna insert
these things everywhere. You're gonna havea memorized You're ultimately also gonna have,
(13:22):
which I'm not very good at,is some visual elements for continuity between platforms.
I currently do not have continuity betweenplatforms. Like I said, I
didn't publish on the podcast channels,which is Google podcasts, Apple Podcasts,
Spotify, We're all over the place. But I did on YouTube that get
(13:43):
syndicated to rumble Bit, shoot ina bunch of other places, and I
did write some email newsletters. Butagain, like I said, your typical
prospect will not see you on multiplechannels. A client, like a coaching
client or a retainer client, theywill see you on multiple channels, and
if you're inconsistent on these channels,they will attribute that to your general inconsistency
(14:07):
or hopefully you keep them. Youknow, you're helping them grow their business,
so they're busy that they're not listeningto podcasts all the day time.
But long story short, if you'renot managing these things, your list will
go down. I can look atmy stats and see that two months of
no podcast episodes has reduced my listenerbase by twenty to thirty percent. Now
(14:33):
what does that mean. It justmeans I didn't have anything for my people
to listen to and there and mostpeople tend to listen to new content and
they don't typically go back to Theydon't open their podcast listen. You know,
when I listen to a podcast inthe car, I don't go and
scroll through twenty thirty pages of podcastto see if I like one that I
(14:54):
can listen to. I pull itup, I look at the last five
latest podcasts. That's all that isSYNCD to the phone, and I thin
that's it. That's how I work. Most people just listen to whatever's next.
And if you don't have something that'snext, if you don't have a
call to action for the next engagement, if you don't have the next episode,
if you don't have the next channel, or you're not cross pollinating channels,
(15:16):
then it will just die out.And I'll tell you from experience,
I have let channels die out.I had like sixteen twenty thousand contacts in
my system that were leads built froma handful of channels that all of them
were getting five hundred unique visitors aday, and I just they all petered
out because I went off to workfor a big company and I spent a
(15:37):
lot of time with that client andreally did not continually provide quality content that
reconnects, that re engages. Now, again, like I said, with
the Recyclar marketing program, do youtalk about ways that you can just constantly
recycle and then if you have thestructure we talk about when we talk about
agencies, you could have somebody whotheir sole purpose is life is the recycling
(16:00):
content. Dan Kennedy talked about onetime that he has these binders of transcripts
from different programs, or if he'sgoing to write about something, his assistant
would go through and find all theprograms that are similar to the top he
wanted to write about, or thenew product you wanted to put out.
Then they would transcribe everything and thenhe would highlight sections and they would cut
(16:23):
and paste and finally did have aproduct, and he would just add the
new materials that kind of stitched everythingtogether, or maybe re record sections that
were unclear. But ultimately that's howhe was preparing a presentation, that is
months of work. But once createthe presentation, if it's a selling presentation,
(16:44):
you can use it year after year. If it's a good quality training
program, you can sell it.If it's something that sets up high ticket
clients, then again that investment worksfor a long time. And that's why
we library materials. That's why wehave I have to ingest content because we
have more content than we can publish. And that's why when a client writes
(17:04):
in with a question or a prospectwrites in with a question, there's a
whole system for turning that into something. Now, just because I didn't publish
it doesn't mean I didn't get anyquestions. It's just very easy to get
a backlog. When you're distracted bycontent creation, that's better than content consumption.
But when you're distracted by content creationrather than customer conversion, and so
(17:26):
when I'm out doing customer conversion,this other stuff is not as important.
I got. You know, there'sbuildable work to do. That is the
most important thing. Serving your clientis the most important thing. So I
hope, but I've here with youtoday has been helpful. I work really
hard to make sure I can getyou little tidbits to take you to the
next level. Because if you're outthere thinking you can do it all yourself.
(17:51):
Maybe you could twenty years ago whenthings were a little bit slower,
but today you need a team.That team needs to be doing specific things
and all to together it rolls upinto a more consistent view to the target
customers you have. I'm not talkingabout splashing this stuff on a bunch of
channels. I'm talking about writing andcreating material for specific people who can buy
(18:15):
what it is that jump offer.Like I say in many programs, and
I am so grateful when you writein with your questions. I may not
see the comments below this video orthis audio or wherever it's published because it
does reach so many different people.But if you visit www dot Adbriefings dot
co dot uk and go to thecontact page, you can ask questions.
(18:36):
But maybe you don't have a question, and you simply want to join our
free newsletter that has resources and pointsto all this other content that's floating around
the internet. We can find somethingthat's going to help you get to the
next level. What's the next levelfor subscribers? The next level is going
from a freelance agency. Where you'rechasing work to a freelancer or to an
(18:56):
agency that has some automation in it, you're still kind of a freelancer.
It's still going to be a tenninety nine, but in many cases you're
going to have the structure in placeto do higher ticket work. And again,
when you have the skills of recycling, you're practicing your people and what
you can do for your clients.You can do this for your client.
There's a pain point here for anysubject matter expert, for any company that
(19:19):
is trying to reach a larger audience. There's a pain point here where you
could do what we just talked aboutas well as add the copywriting as well
as add the marketing structure, aswell as add the systems that you do
so well. This is powerful,This is time to get to the next
level. Be sure to write in. That's really all I ask is you
just write in with your questions.I love to hear from you, and
(19:41):
ultimately I hope to see you soonerthan two months. I've just hit with
ad brieface copywriting tips
Are you or your clients using podcaststo build your business or any kind of
periodic media. I want to sharewith you some of the challenges that I
face personally having a number of podcasts, as well as using media in order
to promote my business. The newsletterand of the things that we offer here
at AD Briefings, copyrting tips,I'm justin hit and let's just get started.
(00:23):
Very often, when created periodic contentto promote your business, it is
extremely difficult. Yes, you canjust rough draft throw content up like I
do, but I will tell youit is not the most productive way to
generate leads and to produce new customers. It is a great way to get
ideas down that later can be cultivatedinto special reports, articles and other materials.
(00:50):
And that's the value of having copywritersavailable and having marketers available, because
you could rough draft something, haveit transcribed, and then from that transcription
create different types of materials. Now, with AI, it makes it even
easier. The big challenge with AI, though, is that you can create
a script for a podcast, haveit narrated, and completely eliminate the human
(01:11):
element, and that for some isbelievable as an alternative to sitting down and
going through the frustrations. I'm goingto talk with you today about one of
the frustrations that I have. Ifound out today that I haven't produced any
content on this channel since December.That means, if it's February now,
we've had two months with no content. And if we don't have periodic,
(01:34):
regular content, many of our subscriberswill forget that we exist. Now I'm
talking to the subscriber that typically listensto the entire podcast, who takes notes,
who uses some of the materials thatwe have. So today, when
I talk about ways to take yourpodcast more productive, you're writing down notes
like, for example, transcribing yourpodcasts and turning them into articles and other
(01:57):
materials for your website or for leadgeneration pieces. But it is frustrating to
pull up a listing. And whileI've published videos on other channels, and
while I've written content for clients,and while I've written content on the email
newsletter, many of your listeners willonly see you on one channel. They're
(02:17):
not going to take the time tolisten to you on Apple podcast and then
also watch you on YouTube, andthen also get your email newsletter and then
also get maybe a print newsletter.That does not happen unless they're giving you
money. Now, when I wasa member of GKIIC with Dan Kennedy and
I was a Diamond member, Iread every piece of material I got,
(02:38):
I read every email. I unsubscribeto other lists, because again, I'm
paying every month to be a partof that environment, and in fact,
I'm leveraging that environment to push outthe distractions. So instead of chasing the
latest new thing from Frank Kerr orRussell Brunson or from A Abraham, focusing
(03:00):
on one environment and then I'm implementingas much as I possibly can. I
spent hundreds of thousands of dollars withthose people, and it was not an
expense. It was an investment becauseevery time I did what I learned,
I gained significant results. Now podcastingbeing as easy as it is, and
that compulsion to create content, withYouTube videos being as easy as they are,
(03:24):
and there's so many video channels tomarket on, there is a desire
to maybe learn something, teach itand then implement it later or help a
client implement it. And I'm sayingthat's the worst possible thing. So in
one case, I'm a little upsetthat I haven't published new content to my
marketing channel, which is a podcast. And again, it really can feel
(03:50):
this way on every marketing channel,and it might feel like you're behind.
But what have you done in thattime? Well, during that time,
I've served clients, I've worked onlarger projects. I've done things that are
you know, much more engaging andfinancially beneficial than the podcast itself. So
I forgive myself for not publishing regularly. However it is. I can go
(04:12):
in the stats and show that whenI'm not putting regular content on the YouTube
channel, I'm losing traction in thatenvironment. When I'm not putting regular content
on the podcast, I'm losing tractionthere as well. One solution is pre
record all your content and then todrip it into those channels so that you
have a consistent, regular drop ofnew content. Recycle old content, so
(04:36):
for example, you can mash upold content. For example, I met
with a video producer a couple ofdays ago. I showed them I had
all this audio content. If werun it through AI to figure out where
the best engaging content is, wecan then take clips and then we can
take a fifteen minute podcast it's onlyan audio and turn it into a five
(04:58):
minute video with visual elements and broll and stuff, and now we can
take what I created in one channeland use it in another. I go
into this in a lot of detailin our coaching program when we talk about
recycling your marketing. But the keyconcept is, unless you have somebody who's
focusing on that publishing schedule very often, you may get distracted, and that
(05:18):
distraction could cause you to get behind, and then you have this feeling of
being behind, which distracts you againfrom doing those things that are necessary.
So we can build a library ofcontent and we recycle. Another factor too,
I don't understand is why don't needto create content every week or every
month. But I've got five hundredepisodes that people can go back into and
(05:40):
listen to and build up the context. We have to understand that that person
that wants something new every week,it's looking for that new nuance. They're
not necessarily productive people if they're implementing, and then they're looking for that edge
so that they can get a littlebit better than the next guy, or
they can just get a little bitdifferent traction in a marketplace. That person
(06:01):
is going to probably do two ormore channels that person's going to write in
with questions. I have answered alot of questions that have come in.
I've got a backlog of fifteen videosand five or ten audios. I don't
I'm doing this recording while I'm ingestingcontent on light Room, because I've got
my phone filled up. All thethings that can go wrong will go wrong.
(06:24):
Here's the larger point when we talkabout podcasting. I have a program
called Podcasting for Profits. The podcastitself, it's about market research and discovery,
So where can we find new prospects, what channels are they spending time
on, where are they seeking informationand resources? And then it's also about
(06:48):
getting the core ideas and concepts downso that when we're having a conversation with
somebody and they ask a question that'snot in the context of a consultation,
it's not in the context of anengagement, we can say, oh,
well, check out such and suchepisode. I wrote an article yesterday for
the Email newsletter, and about halfwaythrough, I'm thinking, well, I've
(07:09):
talked about this topic before. Ilooked up the podcast and I put a
little paragraph in there and says,hey, if you want more information about
this, check out this podcast,and then I just concluded the article and
I'm done. So now I've gotto give you a two hundred word email
for an email newsletter that's linking toanother piece of content I already created.
Rather than repeating myself, I'm pointingback into the library. So once a
(07:32):
month is good enough for a podcastif during the rest of the time you
are creating content and other mediums.So if you've decided to take on LinkedIn
podcasting, YouTube channel, and otherchannels, so let's see, you got
four channels, you're gonna want topublish something once a month on each channel
(07:54):
and then stagger them so that maybeit looks like it comes out every week.
And then for each of those piecesyou've published on a third party channel,
you're gonna want to have a leadgeneration campaign on the back end.
So maybe in the descriptions of eachof these things it links back to your
Prospect newsletter. And then at theProspect newsletter, you're gonna want to have
a piece of content for each ofthese third party pieces that you put out,
(08:18):
and so real quick quickly gets overwhelming. And that's why for the freelance
copywriter or the freelance marketer I reallyencourage you to get a virtual assistant.
It is a low skill activity towrite a summary about something that's already been
produced, or to run a transcriptand have it summarized and write it into
a little article than it is tocreate the original piece. So now you'll
(08:39):
be focusing on four long form pieceseach month. And I know what some
of you guys are saying, couldI produce the same piece on YouTube,
use it on an audio podcast,use it on a different channel, and
shop it all you can. Butagain, there are different types of people
in each of these channels. Thefolks that are on YouTube tend to be
(09:01):
more visual. Folks that are onaudio podcasts tend to be more they listen
to things while they're doing something else. Folks that are going to read your
email newsletter, they tend to livean email a lot. As long as
you're connecting with the modality of thechannel and consistently putting something of value on
(09:24):
the channel, because this isn't aboutquantity, this is about quality. You
could, and this is what Irecommend for high income professionals, lawyers,
architects. You could just sit downonce a month and record four hours of
video and then pass that to acompany that is going to process that for
you. They're going to extract elements. Now, I mean, just real
(09:45):
quick, here's the tip to makethat work really well. You're going to
create an outline that has four orfive segments within the outline, all on
the same topic. So for example, if I was talking about podcasting for
profits, this podcast would fit intothat, but I might have it as
a segment and have an outline infront of me that I'm going to go
through. The five Here are thefive things you need to do to make
(10:09):
sure you can create regular context thatyou don't run out of ideas. Number
one, read news in your industry. Number two, monitor your client success
stories. Number three ask questions ofyourself and answer the questions of your prospect.
Number four write a journal and outlineideas rather than write ideas. And
(10:30):
number five build on the audience needsand you'll have an unlimited supply of content.
See I would build out segments likethat, and then your editor can
take the segments and extract them.Your assystem can extract them. There's a
lot of great tools out there,by the way, and they can extract
these things and then they can putsomething on one channel, something on another
(10:50):
channel, and become this person amarketing coordinator, because they are going to
have to have a bounce back offfront every description. They need to have
appropriate lower third materier, appropriate broll, appropriate you know, slides or
whatever you're going to present to youraudience, and then of course they need
to have it in the right formatfor et tony channels. And so if
(11:11):
you're doing all that, you're notdoing billble work for clients, and so
that's why you get behind. That'swhy he gets frustrating. But I'm saying
to you right now, I havethe same frustrations. Again. I hadn't
published on this particular panel for almosttwo months. That doesn't mean that I
don't care about the podcast. Itjust means that I'm busy serving clients,
(11:33):
and the client gets priority. Soyou can package up a recording session once
a week, and I actually wentand visited a studio. I'm thinking about
what just go into the studio oncea week, knocking out a four hour
session, lay out all my notes, put up some boards with the checklists
and stuff, and just do akind of an infomercial style presentation and then
(11:54):
ultimately have that chopped up in podcast, have it chopped up into short and
reels and all the different stuff thatneeds to be done while I'm off serving
clients because I've gotten the flow going. When we take you from a freelance
copywriter or a freelance marketer, wegraduate you into an agency. The agency
(12:16):
that I'm talking about could simply bea virtual assistant that maintains your calendar and
helps you schedule more consultations. Itcould be a marketing coordinator who is working
with different people who are doing theediting or using different tools to do the
editing to get you these segments outthere. And then a copywriter that is
in your wings that is helping youwith building out content that converts. Because
(12:39):
that's the last thing I want tocover. All of this content must be
demonstrative. It must engage your audience. It must offer them something of value.
See, I have to make surethat I drop something you can use
right away in this podcast. Otherwiseyou're not going to get the reinforcement implementation.
It always has to bounce back.That's why every one of these I
(13:01):
say. If you have any questionsabout what I've covered here today, these
contact us at www dot edythings dotco. Dot UK. I won't always
see the comments because we dedicate overtwenty seven different channels, and I want
to make sure that your questions getanswered and you see, you're gonna insert
these things everywhere. You're gonna havea memorized You're ultimately also gonna have,
(13:22):
which I'm not very good at,is some visual elements for continuity between platforms.
I currently do not have continuity betweenplatforms. Like I said, I
didn't publish on the podcast channels,which is Google podcasts, Apple Podcasts,
Spotify, We're all over the place. But I did on YouTube that get
(13:43):
syndicated to rumble Bit, shoot ina bunch of other places, and I
did write some email newsletters. Butagain, like I said, your typical
prospect will not see you on multiplechannels. A client, like a coaching
client or a retainer client, theywill see you on multiple channels, and
if you're inconsistent on these channels,they will attribute that to your general inconsistency
(14:07):
or hopefully you keep them. Youknow, you're helping them grow their business,
so they're busy that they're not listeningto podcasts all the day time.
But long story short, if you'renot managing these things, your list will
go down. I can look atmy stats and see that two months of
no podcast episodes has reduced my listenerbase by twenty to thirty percent. Now
(14:33):
what does that mean. It justmeans I didn't have anything for my people
to listen to and there and mostpeople tend to listen to new content and
they don't typically go back to Theydon't open their podcast listen. You know,
when I listen to a podcast inthe car, I don't go and
scroll through twenty thirty pages of podcastto see if I like one that I
(14:54):
can listen to. I pull itup, I look at the last five
latest podcasts. That's all that isSYNCD to the phone, and I thin
that's it. That's how I work. Most people just listen to whatever's next.
And if you don't have something that'snext, if you don't have a
call to action for the next engagement, if you don't have the next episode,
if you don't have the next channel, or you're not cross pollinating channels,
(15:16):
then it will just die out.And I'll tell you from experience,
I have let channels die out.I had like sixteen twenty thousand contacts in
my system that were leads built froma handful of channels that all of them
were getting five hundred unique visitors aday, and I just they all petered
out because I went off to workfor a big company and I spent a
(15:37):
lot of time with that client andreally did not continually provide quality content that
reconnects, that re engages. Now, again, like I said, with
the Recyclar marketing program, do youtalk about ways that you can just constantly
recycle and then if you have thestructure we talk about when we talk about
agencies, you could have somebody whotheir sole purpose is life is the recycling
(16:00):
content. Dan Kennedy talked about onetime that he has these binders of transcripts
from different programs, or if he'sgoing to write about something, his assistant
would go through and find all theprograms that are similar to the top he
wanted to write about, or thenew product you wanted to put out.
Then they would transcribe everything and thenhe would highlight sections and they would cut
(16:23):
and paste and finally did have aproduct, and he would just add the
new materials that kind of stitched everythingtogether, or maybe re record sections that
were unclear. But ultimately that's howhe was preparing a presentation, that is
months of work. But once createthe presentation, if it's a selling presentation,
(16:44):
you can use it year after year. If it's a good quality training
program, you can sell it.If it's something that sets up high ticket
clients, then again that investment worksfor a long time. And that's why
we library materials. That's why wehave I have to ingest content because we
have more content than we can publish. And that's why when a client writes
(17:04):
in with a question or a prospectwrites in with a question, there's a
whole system for turning that into something. Now, just because I didn't publish
it doesn't mean I didn't get anyquestions. It's just very easy to get
a backlog. When you're distracted bycontent creation, that's better than content consumption.
But when you're distracted by content creationrather than customer conversion, and so
(17:26):
when I'm out doing customer conversion,this other stuff is not as important.
I got. You know, there'sbuildable work to do. That is the
most important thing. Serving your clientis the most important thing. So I
hope, but I've here with youtoday has been helpful. I work really
hard to make sure I can getyou little tidbits to take you to the
next level. Because if you're outthere thinking you can do it all yourself.
(17:51):
Maybe you could twenty years ago whenthings were a little bit slower,
but today you need a team.That team needs to be doing specific things
and all to together it rolls upinto a more consistent view to the target
customers you have. I'm not talkingabout splashing this stuff on a bunch of
channels. I'm talking about writing andcreating material for specific people who can buy
(18:15):
what it is that jump offer.Like I say in many programs, and
I am so grateful when you writein with your questions. I may not
see the comments below this video orthis audio or wherever it's published because it
does reach so many different people.But if you visit www dot Adbriefings dot
co dot uk and go to thecontact page, you can ask questions.
(18:36):
But maybe you don't have a question, and you simply want to join our
free newsletter that has resources and pointsto all this other content that's floating around
the internet. We can find somethingthat's going to help you get to the
next level. What's the next levelfor subscribers? The next level is going
from a freelance agency. Where you'rechasing work to a freelancer or to an
(18:56):
agency that has some automation in it, you're still kind of a freelancer.
It's still going to be a tenninety nine, but in many cases you're
going to have the structure in placeto do higher ticket work. And again,
when you have the skills of recycling, you're practicing your people and what
you can do for your clients.You can do this for your client.
There's a pain point here for anysubject matter expert, for any company that
(19:19):
is trying to reach a larger audience. There's a pain point here where you
could do what we just talked aboutas well as add the copywriting as well
as add the marketing structure, aswell as add the systems that you do
so well. This is powerful,This is time to get to the next
level. Be sure to write in. That's really all I ask is you
just write in with your questions.I love to hear from you, and
(19:41):
ultimately I hope to see you soonerthan two months. I've just hit with
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