January 4, 2024 • 18 mins
If content got you clients, then every copywriter and consultant would be rich. Churning out content is the de facto standard.
Writing content is easier than ever before. AI writing tools can write hundreds of articles in seconds. Folks focus on content because it feels like progress.
Instead of writing content, there is a better, more reliable way to get clients. Big technology doesn't want you to know about this productivity hack.
Writing for clients rather than clicks is what this episode is about. Stop working for Google, YouTube, and Facebook without getting paid.
Are you a copywriter or marketer who wants more clients? Get client attracting insights, join us at https://www.adbriefing.co.uk/newsletter/
Do you want more sales and grow your opportunity? It starts by becoming a recognized expert. Learn how here, https://www.jwhco.com/product/establish-instant-credibility/
Justin Hitt is an expert in helping subject matter experts attract high-ticket assignments. With his help, clients have gained more than a billion dollars in growth in the last two decades.
#CopywritingTips #ClientAttraction #RecognizedExpert #BuildAuthority #AuthorityMarketing #LeadGeneration
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Writing content is easier than ever before. AI writing tools can write hundreds of articles in seconds. Folks focus on content because it feels like progress.
Instead of writing content, there is a better, more reliable way to get clients. Big technology doesn't want you to know about this productivity hack.
Writing for clients rather than clicks is what this episode is about. Stop working for Google, YouTube, and Facebook without getting paid.
Are you a copywriter or marketer who wants more clients? Get client attracting insights, join us at https://www.adbriefing.co.uk/newsletter/
Do you want more sales and grow your opportunity? It starts by becoming a recognized expert. Learn how here, https://www.jwhco.com/product/establish-instant-credibility/
Justin Hitt is an expert in helping subject matter experts attract high-ticket assignments. With his help, clients have gained more than a billion dollars in growth in the last two decades.
#CopywritingTips #ClientAttraction #RecognizedExpert #BuildAuthority #AuthorityMarketing #LeadGeneration
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 a copywriter or a consultantlooking for more clients, looking for the
opportunity to do what you do bestfor people who pay high dollar amounts for
professional services. I'm just in hitwith ad briefings, copyrightingas I'd like to
share with you some of the mistakesfolks make when it comes to promoting themselves
online or pretty much anywhere that causedthem to put out a lot of effort
(00:24):
and get very little results. Alot of folks talk about content today.
Content is important. In fact,over the last twenty four years, even
thirty years or so, I've gotlibraries and materials. I've got hundreds of
hours of recorded audio. I've gotpresentations I've done to small groups. I've
got video presentations. I've got trainingprograms. I've got books, reports,
(00:46):
other things that I've written. I'vegot a volume of content. But if
content alone would make people wealthy,I wouldn't bother to take the time to
sit here and talk with you today. I wouldn't go and publish more content.
I would simply take the content Ihave and just post it online.
That's exactly what Google wants you todo. Google, YouTube, Facebook,
(01:07):
these platforms that have figured out howto make money offer user generated content.
Want you to create content because numberone, it lies their pockets with income.
Now, why would somebody with expertiseor knowledge create content, put it
out on the internet and not getpaid for it, and then keep doing
it again over and over again.And what is the option or alternative thing
(01:30):
you can do to start generating leads, producing clients and more billable work.
Well, the reason why we'll createcontent, it's the same reason that slot
machines are addictive. Creating content feelslike you're doing something and it's easy to
do. In fact, content iseven easier today, which at GPT and
of course as a subject matter expert, you've probably in the same situation I've
(01:53):
got is that you have materials andcontent, and I've got more than five
hundred podcasts. If those podcasts forgrants described, they would easily make more
books, more content, more materials. Again, if content created customers,
then we'd have so many customers whowouldn't know what to do with because they
would just come out of the woodwork. However, like the slot machine,
(02:15):
there's a novel response when you putout content to either receive recognition, praise
or an inquiry. Those things strokeyour ego and feel like something's happened.
The truth is though posting something onsocial media and getting a bunch of likes
or a bunch of follows has zerovalue. Posting a ustube video and getting
(02:38):
thousands of views subscribers has no value. These things on themselves stroke our egos,
create a dopamine rush, feel likeyou've done something, feel like you're
influencing people, yet ultimately do notput money in your pocket. Would you
like to know a way that youcould do something different that would create and
(02:59):
keep offerable customers that would put moneyin your pocket by sifting and sorting all
the interactions and create a steady streamof leads. Of course, that's why
you listen to the podcast. Soas a copywriter, as a marketer,
as a subject matter expert or consultant, somebody who sells high ticket services,
we don't put content on the Internet. I know it sounds contrary and it
(03:24):
is, but instead we're developing marketingcampaigns to first generate leads and then make
specific offers. Without the leads,the development of the content has very little
value, And so why would youwant to write a book if you have
nobody to read the book, andlet's break that down for you into a
(03:47):
practical thing you can input. Whywrite ten thousand pages when you can write
fifteen hundred pages. Put it infront of a qualified audience and see how
many people raise their hand. Whywrite a special report, create a course,
or do something that's going to takehours of your time, days of
your time, even months of yourtime, when you could sit down and
(04:12):
from an outline, do a verygood presentation, and then put that presentation
out there. Now, I'm nottelling you to podcast, I'm not telling
you to write a blog. I'mnot telling you to write articles on LinkedIn
because these things, again are thetype of activity that have a novel response,
so they're easy to do. Theyfeel like something happens when you get
(04:34):
a little click. Sometimes they haverewards. What I'm suggesting instead is to
build a landing page to give someonea reason to raise their hand and request
more information, not about what youoffer as a product or service, but
about the problem they face, sothat they can gain information and resources to
(04:55):
help them solve a specific problem.See I've written fact I have up on
my screen here right now, theoutline for a book called more done now.
It was originally written in twenty Isee notes here from twenty eighteen.
I'm seeing notes here from twenty sixteen. It was written as a response to
(05:17):
clients, as a program that wecould use to help them accomplish more each
day. It talked about productivity,time management, peak performance. I have
all of these materials, hundreds ofpages of written materials. Bundling all that
up and putting it out online haszero value because I don't know that my
(05:39):
current list of prospects, my subscribers, my listeners, the people that are
in my contact manager, I don'tknow that they're specifically interested in accomplishing more
each day, increasing their productivity.So again, if I write a landing
page, and then I write smallerpieces of content eight hundred and fifteen hundred
(06:02):
words, and I put those outon different mediums to see who's interested in
that particular topic, get them backto the page where they then opt in,
finally offering them either a webinar,coaching call, free consultation on the
specific subject, something that I candeliver easily. Then I can identify who
(06:26):
in that marketplace is interested today ingoing further. Now, what typically happens
to using this model is I'll endup with a consulting, assigned client or
a project and no finished report.Now this report is pretty much finished.
I can if someone called up andsaid, yeah, we're going to do
(06:46):
a paid consultation and I like toget a copy of these tips and tricks
that you have about getting more done, I could create a PDF file and
give it to them based on thereport that I've written in the past.
I could refresh the report based onthe consultation. But ultimately the consultation is
going to do more to help meget the high ticket service. Then giving
(07:06):
them more information. Again, there'sno shortage of content. In fact,
Google and YouTube and Facebook and allthese platforms keep your prospects so distracted that
you're actually doing a better service bydriving them down a funnel to become a
lead and then to get on acall with you, either discovery call,
(07:27):
paid consultation, or a webinar.The webinar gives you the opportunity to have
many people on one call. Ilike group coaching sessions, but ultimately,
if you're not talking one on one, that's why you're not getting the high
ticket services. Now, what doI mean by a high ticket service?
First off all, the content youcreate. If you were to write down
(07:49):
everything you know when specific instructions onhow to take those steps, and you
may be the most beautiful information productor home study course or online course,
and you don't have anybody to shareit with, then you've wasted time.
And as we know, time ismoney. If instead, you found an
(08:11):
audience that you can serve who hasspecific problems, and you start developing a
relationship with these people, you startpositioning yourself as an expert, and then
ultimately getting those people on a mailinglist. Now you can find out who's
interested in having this course, who'sinterested in consulting. You can have an
(08:31):
event, you can have a largeconsulting day, you can have other things
happen. Now you're probably thinking,well, justin how do I position myself
as an expert if I'm not constantlyvomiting content on the internet because people don't
see me and they don't know Iexist, and they don't know how powerful
my knowledge is. Again, it'sabout establishing credibility with a specific audience.
(08:56):
I wrote a book called Establishing InstantCredibility. I didn't write that book for
the unknown masses. I wrote thatbook as a result of several consulting assignments
and projects where I took an unknownindividual and made a credible expert to their
audience. It started with the audience, not the expert, because when you
(09:16):
understand this, it doesn't matter whothe X is. If there's an audience,
you can find an expert. That'sa very important lesson. We can
explore some all the time. Soinstead of writing content for the unknown,
we're now writing content for a specificaudience. We're developing a Q and a
(09:37):
session. A lot of the questionsthat were sent in. That's how I
write the podcasts. The podcast didn'tget transcribed, they get turned into outlines,
they get plugged into other materials.But I'm also writing the podcasts out
of past materials, recycling what workedin the past, client news, those
types of things. So we gotthe landing page. What do we offer
(09:58):
as a result of opting in insteadof writing content and more information because again,
our target audiences are overwhelmed with informationwhich catch GPT. You can just
splash the Internet with billions of pagesof content, they will never get a
chance to read it. However,if they have a problem and you write
(10:20):
a case study or white paper onhow one of your successful clients have a
dressed that particular problem, or howyou may hypothetically address that problem. If
you're new and you don't have verymany clients, then they will ask for
that. And so you have thislanding page. You have this incredible offer
(10:41):
which is relevant to your target audience, is meaningful to your target audience.
It's worth sharing with your target audience. And now that could be fifteen hundred
pages. It could be an audioprogram, it could be an interview.
There's a lot of things that couldbe. But here's the bottom line.
That has to be something by specificaudits. When you write very deliberate pieces
(11:03):
of content, not a lot ofcontent, but deliberate pieces of content and
put it in front of those individuals. Now, I would prefer you used
paid advertising because you can actually extractspecific individuals from a marketplace. But you
can also go being guessed on someoneelse's blog, you can be interviewed on
someone else's podcast. You can gowhere the audience already exists. Then when
(11:24):
you say, hey, a lotof people are having the problem of not
accomplishing a lot even though they're workingvery hard every day. I've got a
program called get more done, andit provides information. In fact, I'd
like to give you a free reportthat gives you twenty seven tips on how
to get started doing accomplishing more bydoing less. And so now you can
(11:46):
sell the contract or. You couldsay, you know, there's a lot
of distractions today with the internet,and I've got the special report that's going
to help you eliminate those distractions,so that with the same amount of effort,
or even a little bit less effort, you can accomplish more of what
you want to accomplish. And soyou're now dog whistling to the individuals who
are in your target audience. Andyou could even go as far as how
(12:09):
dentists can accomplish more, how lawyerscan accomplish more, how copywriters can accomplish
more. And now you're speaking tosomeone rather than just broadcasting over the internet.
And now once you've got confirmation thatpeople are interested in you can work
together with the person or a groupof people to finish the content with them.
(12:30):
There's a reason why that over thelast twenty three years, I have
so much unfinished content. I havelibraries of materials, old social media posts,
I have audio recordings and sometimes I'lljust give clients a pile of materials,
because I might have a really goodforty five minute training program here,
(12:50):
and then another training program over there, and then a short special report or
three short special reports. And again, it's because I've shortcut it the ginning
of the clients by marketing rather thantrying to broadcast, rather than trying to
be all thanks to everybody. Ratherthan chasing one platform or another, I'll
(13:15):
take the same materials, rewrite itfor a specific audience, put it out
in front of that audience through eithera sponsor like a trade association, for
example, or someone who already reachesthat audience, or by building my own
list and asking people to share itwithin their network, or by targeting on
a social media platform or video sharingplatform. I end up writing less content
(13:41):
higher value. I end up havingmore material that's worth sharing and reusing.
And another factor is because I'm buildingan outline rather than the specific report or
the specific course, I can thenmake sure I'm not duplicating efforts. I
can keep going back to the pool, pulling out content and using it again.
So the typical way that tools andplatforms want you to do content marketing
(14:05):
is to buy the latest tool todo a bunch of research, to write
a bunch of articles, to writespecial reports, to create courses. What
I'm saying is start with the offer, which in most cases is your paid
consultation, and then from the offer, connect it to an audience and a
topic, and then write specifically aboutthat three legged stool and in that reach
(14:33):
more buyers. Now, with leadgeneration, you're going to know what channels
reach buyers, so you can focusyour effort. With lead generation, you
can know which topics are attracting customers. You have much more control over this
deliberate approach. Now again, Ihave done this wrong way before, and
(14:54):
I will have to go back andbuild lists. And you might build a
list of buyers that are interested inX. Now you're interested in why,
and you have to shift. There'sa lot of things that can go wrong.
However, it's not about writing avolume of content. Writing content is
the easy part. As a subjectmatter expert, I'm sure you can answer
questions about your area of interest.It's just it's easy to do. Who
(15:18):
you answer those questions for is whatmatters the most. In this case,
I'm answering the question, how doI get more high ticket clients, and
I'm speaking to people who have alreadywritten a lot of content, or they
have a back catalog of content,or they have content, and they're just
constantly creating new content even though theyhave really good old content. And you
(15:39):
get tired of looking at it doesn'tmean the new profits. It's a parade.
You know, there's new buyers inthe marketplace every year. Just because
you get tired of looking at itdoesn't mean they get tired to look at
it. Now, there's ways ofdoing this, which include syndication, which
includes how you staff your office.It includes how you set up the offers,
(16:00):
because just having the lead isn't everything. I can help you with those
things, and the way I helpyou is visit www dot adbriefings dot co
dot uk. You jump on agroup voting call, you go to the
contact page and ask your questions.But you don't wait because everybody else out
(16:22):
there can create volumes and volumes ofcontent to muddle up the water. They're
not necessarily going to make any moneyand eventually they're going to drop out,
but they do muddle the water andthey do distract people who ought to be
doing a business with you. Overanybody else. So, if you're interested
in how to being credibility with aspecific audience, how to position yourself as
(16:42):
an expert, how to develop theauthority necessary? Again, it's not thought
leadership. And by the way,isn't it interesting how thought thot which is
people shaking their booty for attention,and thought as in tha who ughd?
(17:02):
Both sound the same because again,the way most people implement it is the
stage, just shaking their booty hopeif something happens. Instead, let's take
a deliberate approach, starting with youroffer, connecting with an audience under a
specific topic. Let's do marketing campaignsrather than creating content. Let's develop products
(17:22):
with a buying audience. Everything I'vecreated, I'd say ninety nine percent of
everything I've created, I was paidto create before I put the first word
on a page. Like I knewhow many see I knew how many dollars
per thousand views I would get beforeI put a word on a page.
(17:44):
I'd know that a client had paidme a deposit already before I put a
word on a page. That's theway you need to be, especially if
you're a consultant, a copywriter,or high ticket professional. Don't be throwing
all your best stuff out there withoutsome deliberate plan. If you're interested in
that plan, you're in the rightplace. I've got a handful of podcasts
that talk about this. If you'reinterested in being more productive as a writer,
(18:08):
I've got a high again, notto write more content, to write
to get more customers. I've gotcontent about that. Visit us at www
dot adbriefings dot co dot uk.Thanks for being a part of what we
do here. Again, I'm justa hit and this has been about not
writing more content, but about usingyour content as marketing to develop opportunities for
(18:32):
high ticket sales.
Are you a copywriter or a consultantlooking for more clients, looking for the
opportunity to do what you do bestfor people who pay high dollar amounts for
professional services. I'm just in hitwith ad briefings, copyrightingas I'd like to
share with you some of the mistakesfolks make when it comes to promoting themselves
online or pretty much anywhere that causedthem to put out a lot of effort
(00:24):
and get very little results. Alot of folks talk about content today.
Content is important. In fact,over the last twenty four years, even
thirty years or so, I've gotlibraries and materials. I've got hundreds of
hours of recorded audio. I've gotpresentations I've done to small groups. I've
got video presentations. I've got trainingprograms. I've got books, reports,
(00:46):
other things that I've written. I'vegot a volume of content. But if
content alone would make people wealthy,I wouldn't bother to take the time to
sit here and talk with you today. I wouldn't go and publish more content.
I would simply take the content Ihave and just post it online.
That's exactly what Google wants you todo. Google, YouTube, Facebook,
(01:07):
these platforms that have figured out howto make money offer user generated content.
Want you to create content because numberone, it lies their pockets with income.
Now, why would somebody with expertiseor knowledge create content, put it
out on the internet and not getpaid for it, and then keep doing
it again over and over again.And what is the option or alternative thing
(01:30):
you can do to start generating leads, producing clients and more billable work.
Well, the reason why we'll createcontent, it's the same reason that slot
machines are addictive. Creating content feelslike you're doing something and it's easy to
do. In fact, content iseven easier today, which at GPT and
of course as a subject matter expert, you've probably in the same situation I've
(01:53):
got is that you have materials andcontent, and I've got more than five
hundred podcasts. If those podcasts forgrants described, they would easily make more
books, more content, more materials. Again, if content created customers,
then we'd have so many customers whowouldn't know what to do with because they
would just come out of the woodwork. However, like the slot machine,
(02:15):
there's a novel response when you putout content to either receive recognition, praise
or an inquiry. Those things strokeyour ego and feel like something's happened.
The truth is though posting something onsocial media and getting a bunch of likes
or a bunch of follows has zerovalue. Posting a ustube video and getting
(02:38):
thousands of views subscribers has no value. These things on themselves stroke our egos,
create a dopamine rush, feel likeyou've done something, feel like you're
influencing people, yet ultimately do notput money in your pocket. Would you
like to know a way that youcould do something different that would create and
(02:59):
keep offerable customers that would put moneyin your pocket by sifting and sorting all
the interactions and create a steady streamof leads. Of course, that's why
you listen to the podcast. Soas a copywriter, as a marketer,
as a subject matter expert or consultant, somebody who sells high ticket services,
we don't put content on the Internet. I know it sounds contrary and it
(03:24):
is, but instead we're developing marketingcampaigns to first generate leads and then make
specific offers. Without the leads,the development of the content has very little
value, And so why would youwant to write a book if you have
nobody to read the book, andlet's break that down for you into a
(03:47):
practical thing you can input. Whywrite ten thousand pages when you can write
fifteen hundred pages. Put it infront of a qualified audience and see how
many people raise their hand. Whywrite a special report, create a course,
or do something that's going to takehours of your time, days of
your time, even months of yourtime, when you could sit down and
(04:12):
from an outline, do a verygood presentation, and then put that presentation
out there. Now, I'm nottelling you to podcast, I'm not telling
you to write a blog. I'mnot telling you to write articles on LinkedIn
because these things, again are thetype of activity that have a novel response,
so they're easy to do. Theyfeel like something happens when you get
(04:34):
a little click. Sometimes they haverewards. What I'm suggesting instead is to
build a landing page to give someonea reason to raise their hand and request
more information, not about what youoffer as a product or service, but
about the problem they face, sothat they can gain information and resources to
(04:55):
help them solve a specific problem.See I've written fact I have up on
my screen here right now, theoutline for a book called more done now.
It was originally written in twenty Isee notes here from twenty eighteen.
I'm seeing notes here from twenty sixteen. It was written as a response to
(05:17):
clients, as a program that wecould use to help them accomplish more each
day. It talked about productivity,time management, peak performance. I have
all of these materials, hundreds ofpages of written materials. Bundling all that
up and putting it out online haszero value because I don't know that my
(05:39):
current list of prospects, my subscribers, my listeners, the people that are
in my contact manager, I don'tknow that they're specifically interested in accomplishing more
each day, increasing their productivity.So again, if I write a landing
page, and then I write smallerpieces of content eight hundred and fifteen hundred
(06:02):
words, and I put those outon different mediums to see who's interested in
that particular topic, get them backto the page where they then opt in,
finally offering them either a webinar,coaching call, free consultation on the
specific subject, something that I candeliver easily. Then I can identify who
(06:26):
in that marketplace is interested today ingoing further. Now, what typically happens
to using this model is I'll endup with a consulting, assigned client or
a project and no finished report.Now this report is pretty much finished.
I can if someone called up andsaid, yeah, we're going to do
(06:46):
a paid consultation and I like toget a copy of these tips and tricks
that you have about getting more done, I could create a PDF file and
give it to them based on thereport that I've written in the past.
I could refresh the report based onthe consultation. But ultimately the consultation is
going to do more to help meget the high ticket service. Then giving
(07:06):
them more information. Again, there'sno shortage of content. In fact,
Google and YouTube and Facebook and allthese platforms keep your prospects so distracted that
you're actually doing a better service bydriving them down a funnel to become a
lead and then to get on acall with you, either discovery call,
(07:27):
paid consultation, or a webinar.The webinar gives you the opportunity to have
many people on one call. Ilike group coaching sessions, but ultimately,
if you're not talking one on one, that's why you're not getting the high
ticket services. Now, what doI mean by a high ticket service?
First off all, the content youcreate. If you were to write down
(07:49):
everything you know when specific instructions onhow to take those steps, and you
may be the most beautiful information productor home study course or online course,
and you don't have anybody to shareit with, then you've wasted time.
And as we know, time ismoney. If instead, you found an
(08:11):
audience that you can serve who hasspecific problems, and you start developing a
relationship with these people, you startpositioning yourself as an expert, and then
ultimately getting those people on a mailinglist. Now you can find out who's
interested in having this course, who'sinterested in consulting. You can have an
(08:31):
event, you can have a largeconsulting day, you can have other things
happen. Now you're probably thinking,well, justin how do I position myself
as an expert if I'm not constantlyvomiting content on the internet because people don't
see me and they don't know Iexist, and they don't know how powerful
my knowledge is. Again, it'sabout establishing credibility with a specific audience.
(08:56):
I wrote a book called Establishing InstantCredibility. I didn't write that book for
the unknown masses. I wrote thatbook as a result of several consulting assignments
and projects where I took an unknownindividual and made a credible expert to their
audience. It started with the audience, not the expert, because when you
(09:16):
understand this, it doesn't matter whothe X is. If there's an audience,
you can find an expert. That'sa very important lesson. We can
explore some all the time. Soinstead of writing content for the unknown,
we're now writing content for a specificaudience. We're developing a Q and a
(09:37):
session. A lot of the questionsthat were sent in. That's how I
write the podcasts. The podcast didn'tget transcribed, they get turned into outlines,
they get plugged into other materials.But I'm also writing the podcasts out
of past materials, recycling what workedin the past, client news, those
types of things. So we gotthe landing page. What do we offer
(09:58):
as a result of opting in insteadof writing content and more information because again,
our target audiences are overwhelmed with informationwhich catch GPT. You can just
splash the Internet with billions of pagesof content, they will never get a
chance to read it. However,if they have a problem and you write
(10:20):
a case study or white paper onhow one of your successful clients have a
dressed that particular problem, or howyou may hypothetically address that problem. If
you're new and you don't have verymany clients, then they will ask for
that. And so you have thislanding page. You have this incredible offer
(10:41):
which is relevant to your target audience, is meaningful to your target audience.
It's worth sharing with your target audience. And now that could be fifteen hundred
pages. It could be an audioprogram, it could be an interview.
There's a lot of things that couldbe. But here's the bottom line.
That has to be something by specificaudits. When you write very deliberate pieces
(11:03):
of content, not a lot ofcontent, but deliberate pieces of content and
put it in front of those individuals. Now, I would prefer you used
paid advertising because you can actually extractspecific individuals from a marketplace. But you
can also go being guessed on someoneelse's blog, you can be interviewed on
someone else's podcast. You can gowhere the audience already exists. Then when
(11:24):
you say, hey, a lotof people are having the problem of not
accomplishing a lot even though they're workingvery hard every day. I've got a
program called get more done, andit provides information. In fact, I'd
like to give you a free reportthat gives you twenty seven tips on how
to get started doing accomplishing more bydoing less. And so now you can
(11:46):
sell the contract or. You couldsay, you know, there's a lot
of distractions today with the internet,and I've got the special report that's going
to help you eliminate those distractions,so that with the same amount of effort,
or even a little bit less effort, you can accomplish more of what
you want to accomplish. And soyou're now dog whistling to the individuals who
are in your target audience. Andyou could even go as far as how
(12:09):
dentists can accomplish more, how lawyerscan accomplish more, how copywriters can accomplish
more. And now you're speaking tosomeone rather than just broadcasting over the internet.
And now once you've got confirmation thatpeople are interested in you can work
together with the person or a groupof people to finish the content with them.
(12:30):
There's a reason why that over thelast twenty three years, I have
so much unfinished content. I havelibraries of materials, old social media posts,
I have audio recordings and sometimes I'lljust give clients a pile of materials,
because I might have a really goodforty five minute training program here,
(12:50):
and then another training program over there, and then a short special report or
three short special reports. And again, it's because I've shortcut it the ginning
of the clients by marketing rather thantrying to broadcast, rather than trying to
be all thanks to everybody. Ratherthan chasing one platform or another, I'll
(13:15):
take the same materials, rewrite itfor a specific audience, put it out
in front of that audience through eithera sponsor like a trade association, for
example, or someone who already reachesthat audience, or by building my own
list and asking people to share itwithin their network, or by targeting on
a social media platform or video sharingplatform. I end up writing less content
(13:41):
higher value. I end up havingmore material that's worth sharing and reusing.
And another factor is because I'm buildingan outline rather than the specific report or
the specific course, I can thenmake sure I'm not duplicating efforts. I
can keep going back to the pool, pulling out content and using it again.
So the typical way that tools andplatforms want you to do content marketing
(14:05):
is to buy the latest tool todo a bunch of research, to write
a bunch of articles, to writespecial reports, to create courses. What
I'm saying is start with the offer, which in most cases is your paid
consultation, and then from the offer, connect it to an audience and a
topic, and then write specifically aboutthat three legged stool and in that reach
(14:33):
more buyers. Now, with leadgeneration, you're going to know what channels
reach buyers, so you can focusyour effort. With lead generation, you
can know which topics are attracting customers. You have much more control over this
deliberate approach. Now again, Ihave done this wrong way before, and
(14:54):
I will have to go back andbuild lists. And you might build a
list of buyers that are interested inX. Now you're interested in why,
and you have to shift. There'sa lot of things that can go wrong.
However, it's not about writing avolume of content. Writing content is
the easy part. As a subjectmatter expert, I'm sure you can answer
questions about your area of interest.It's just it's easy to do. Who
(15:18):
you answer those questions for is whatmatters the most. In this case,
I'm answering the question, how doI get more high ticket clients, and
I'm speaking to people who have alreadywritten a lot of content, or they
have a back catalog of content,or they have content, and they're just
constantly creating new content even though theyhave really good old content. And you
(15:39):
get tired of looking at it doesn'tmean the new profits. It's a parade.
You know, there's new buyers inthe marketplace every year. Just because
you get tired of looking at itdoesn't mean they get tired to look at
it. Now, there's ways ofdoing this, which include syndication, which
includes how you staff your office.It includes how you set up the offers,
(16:00):
because just having the lead isn't everything. I can help you with those
things, and the way I helpyou is visit www dot adbriefings dot co
dot uk. You jump on agroup voting call, you go to the
contact page and ask your questions.But you don't wait because everybody else out
(16:22):
there can create volumes and volumes ofcontent to muddle up the water. They're
not necessarily going to make any moneyand eventually they're going to drop out,
but they do muddle the water andthey do distract people who ought to be
doing a business with you. Overanybody else. So, if you're interested
in how to being credibility with aspecific audience, how to position yourself as
(16:42):
an expert, how to develop theauthority necessary? Again, it's not thought
leadership. And by the way,isn't it interesting how thought thot which is
people shaking their booty for attention,and thought as in tha who ughd?
(17:02):
Both sound the same because again,the way most people implement it is the
stage, just shaking their booty hopeif something happens. Instead, let's take
a deliberate approach, starting with youroffer, connecting with an audience under a
specific topic. Let's do marketing campaignsrather than creating content. Let's develop products
(17:22):
with a buying audience. Everything I'vecreated, I'd say ninety nine percent of
everything I've created, I was paidto create before I put the first word
on a page. Like I knewhow many see I knew how many dollars
per thousand views I would get beforeI put a word on a page.
(17:44):
I'd know that a client had paidme a deposit already before I put a
word on a page. That's theway you need to be, especially if
you're a consultant, a copywriter,or high ticket professional. Don't be throwing
all your best stuff out there withoutsome deliberate plan. If you're interested in
that plan, you're in the rightplace. I've got a handful of podcasts
that talk about this. If you'reinterested in being more productive as a writer,
(18:08):
I've got a high again, notto write more content, to write
to get more customers. I've gotcontent about that. Visit us at www
dot adbriefings dot co dot uk.Thanks for being a part of what we
do here. Again, I'm justa hit and this has been about not
writing more content, but about usingyour content as marketing to develop opportunities for
(18:32):
high ticket sales.
Popular Podcasts
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
The Charlie Kirk Show
Charlie is America's hardest working grassroots activist who has your inside scoop on the biggest news of the day and what's really going on behind the headlines. The founder of Turning Point USA and one of social media's most engaged personalities, Charlie is on the front lines of America’s culture war, mobilizing hundreds of thousands of students on over 3,500 college and high school campuses across the country, bringing you your daily dose of clarity in a sea of chaos all from his signature no-holds-barred, unapologetically conservative, freedom-loving point of view. You can also watch Charlie Kirk on Salem News Channel