In the age of social media and personal branding, the content that you put out will make or break your career. In the next 500 words, you’re going to learn how to massively increase your ability to make content and speed up how quickly you can produce it.
My top tip for you today: Chunk your time into tasks.
One of the biggest reasons people don’t put out a lot of content is because they don’t feel like they have time to produce it.
I get it! If you’re producing written content, and you’re not a writer, the blank page is a terrifying mind-numbing prospect.
Having interviewed and consulted a lot of you guys, I’ve realised it’s because most of us are trying to do three things at once! Instead of thinking of what to write, writing it, and editing it at the same time, chunk your time into three activities: thinking, writing, and editing.
The first thing we can do to speed up the content writing process is to simply think about what it is we want to write about.
Come up with a question that your ideal clients ask you about your product or service and then write down three bullet points that answer that question.
For example, if you’re a property investor:
“Why is putting money into property investments better than in a bank?”
– It builds passive income
– You have a better asset to leverage
– The potential return is greater
See how many of these you can come up within 30 minutes.
Then take a break.
The next time you come back to your content creation, you no longer need to think, “What on Earth am I going to write?!” You can easily sit down and start answering the question you’ve set, using the bullet points as inspiration for the points you want to make.
When you do this, just write. Most of my clients (that do the writing themselves) had the following mental blocks when it came to writing:
– “No one will care about this”
– “This isn’t very good”
– “How do I be unique and original?”
Force these out of your mind and just write. Mentally understand that all these things will be fixed in the next stage of your content creation; editing!
Editing is where we should be looking at our content critically and making sure that what we’ve created is useful to our target market/ideal client.
Essentially, editing is all about asking questions like:
– Is this easy to understand?
– Does the logic flow?
– Have I explained why this is important?
Well, my three minutes are up! Have a great day and if you have any questions send me an email.
Something that you’ve been asking for is to know some “cheats” or “hacks” that will save you a tonne of time. Whilst I wouldn’t call the pieces of content featured in today’s article “cheats,” they are essential for saving time, being more professional, and increasing your sales rate.
Brochure / List of Services
I used to dread that moment in a sales call when the person on the other end of the phone inevitably ended with saying, “can you send me all of this in an email?” To me, that felt like they were just fobbing me off and weren’t really interested in working with me.
However, what I realised is that it was another opportunity to sell to them in a medium I was more comfortable with!
The brochure is a powerful tool that allows you to share with prospects exactly how using you and your product or service will benefit them.
In your brochure, you should include:
– The results that the buyer will get
– Your USP (Unique Selling Proposition)
– Your Price points
Also, don’t call it something lame like, “xyz business brochure”. Instead, jazz it up! Call it something that will entice the other person to read it, something like; “5 Steps to [result your product/service provides]. Where each of the five steps is part of your product or service.
In the follow-up email, you send to prospective clients, you can write:
“Dear Ms. Chandler Bong
Great speaking to you on the phone.
You mentioned that you’re looking for [result]. My team and I have put together a simple 5 step document to getting [result].
From our conversation, it seems like step 3 would particularly interest you.
This is a much more effective way of getting someone to read your brochure than merely emailing something that says, “Here’s my brochure”.
A big objection that I was stuck on for a while was when prospective clients would ask “Why YOU?” I didn’t have an answer. There were a tonne of great options for them to use and I saw myself as just another company for them.
Until I sat down and wrote out my personal bio.
Now, there are a tonne of ways of writing your personal bio. I give my clients a simple five-step formula (send me a PM if you’d like the template).
Having been in media since 2010, I’ve seen some shitty personal bios! These bios:
– Focus too much on the person and not the results they get
– Don’t give a clear indication of the target market
– Don’t highlight tangible results that they’ve gotten
– Don’t give the reader an idea of who the person is as a human (e.g. interests, sense of humour, etc)
As with all the content you create, the personal bio should be considered a sales document. It needs to SELL who you are to whoever is reading it.
Your personal bio can be re-used when you have:
– Media appearances
– Introducing you when you have a speaking gig
– Anytime someone wants to know, who you are
As you build your business and work with clients, you’ll quickly realise that there is a tonne of different things that you can do for your clients that they’ll pay you for.
When I first started, I thought all I could do was produce training manuals…this turned into marketing copy…which turned into writing books…which turned into creating video interviews promoting the client…which turned into producing video courses.
It was driving me mad!
I thought to myself; “What kind of company do I even run?!”
So, I sat down and thought about what my core services were and found a through-thread of all the different things I did:
– Sales Optimisation: Increasing the efficiency of my clients sales process
– Product Creation: Increasing the Lifetime Value of my client’s clients
– Online Branding: Empowering my clients to charge what they’re worth
(Here’s how I phrase it in my brochure:)
All through content!
It’s essential that you create this piece of content for both external and internal readers. If you don’t know what you do, how are other people supposed to know what you do?
Like the brochure, don’t call this document something lame like, “xyz business core services” instead call it something like “3 Ways [Your service] Empowers You to Get [Result]”
When anyone asks you “What do you do?” You can then use that document to SELL what it is that you do to them in an easy-to-understand way, remember; A confused mind doesn’t buy.
Thanks for reading! If you have any questions or want that Personal Bio template, send me an email.
What piece of content do you use regularly? Let me know in the comments.
the previous instalment of this series, we looked at Seth Godin’s “People Like Us Do Things Like This” philosophy when it comes to marketing.
People make purchasing decisions that are in-line with their personality, more so than with what they can afford, more so than what makes logical sense, even more so than what will give them the best long-term outcome.
We made buying decisions not by asking ourselves about the value (although we do this to justify the purchase) but my asking ourselves, “is this who I am?”
In order to effectively sell your product or service to your target audience, you need to get them to identify with your brand.
It’s this concept of “identity marketing” that we’re exploring in this series.
Last time, we explored the foundations of this concept and how you can use it in your business. Now what we’re going to look at is the “Like Us” part of the concept.
For us to attract the attention of “People Like Us” we must first figure out what “Like Us” even means.
The next two parts of this series are going to show you exactly how you can build on that idea by looking inwards so you can easily impact the right people and stop wasting time on those that either will never buy from you or who aren’t right for your product or service.
What do you stand for?
All of us want to fit in.
Even those of us that actively try to “not fit in” are doing so to become one with whatever our idea of rebellion is. When my Mum was a teenager, her idea of rebellion was joining a different church to her parents, edgy.
What most business-owners marketing their business try to do is align their business brand with those of their target market (or “People Like Us”).
This series isn’t about helping you do that.
The world is full of businesses and people that will say anything to get the sale. That will promise the moon and give you rocks. They build relationships with you and as soon as they run out of things to sell you, it’s like you don’t even exist.
Businesses that try to become exactly what they think a customer wants are like every date that you’ve been on where the other person was doing everything they could to please you, whilst charming at first, you can’t build a long-term relationship on that.
This series is about building a business with integrity.
The series is for those of you that do stand for something and, at the end of the day, feel content not by the money in your account (though that will come) but by the people that you’ve helped.
This series is about showing you how you can create marketing materials that perfectly align with your own values, desires, and dreams and using those to make a massive impact on those who you’ve chosen to serve.
It all starts from a single question:
What do you stand for?
Everything stems from this.
What aspects of life are the most important to you?
If I could give you something right now that you’d unquestionably give your life savings to have, what would that be?
Would it be that your children would be safe, happy, and wealthy for the rest of their lives?
Would it be the ability to travel to any country in the world, doing work you love, and choose the hours you work?
Would it be speaking on stages in front of 10,000 people that are bought to tears by the power of your message?
The truth is that in your business, that’s exactly what you’re trying to do for yourself. So if it’s so important to you then it’s going to be as important to others. And if it’s as important to others (so much so that they’d give everything they have to own it) why isn’t that your core message?
Remember; “People Like Us Do Things Like This”
People that want their children to live long, safe, happy lives invest in their businesses.
People that want the freedom to travel wherever and do work they love, buy this product or service.
People that want to impact and influence millions of people, go on this video course.
That’s the power of knowing what you stand for. Once you know the value of what you do and start sharing that message, your prospective clients will build that emotional story-driven narrative into their own lives.
And you can help them achieve it…which leads us onto the second question you need to ask yourself.
What are you actually trying to do?
After you spend some time in the business world, everything starts making more sense whilst at the same time being an entirely baffling endeavour.
Here’s one of those baffling truths: the majority of business owners have no idea what the value is that they provide to their client.
Ask anyone what their business does and you’ll get an infinite number of responses;
“We’re Britain’s leading supplier of…”
“I empower businesses to dramatically increase their leadership by…”
“My team and I… providing multiple streams of income…”
The more I hear, the more it all sounds the same, because it is.
Tesla, McDonald’s, Apple, my business, your business, they do one of four things:
– Increase a client’s wealth
– Give the client more time
– Give the client higher status
– Make the client more healthy
But those things themselves are, well, boring.
It’s the next step that grabs our attention, it’s the step beyond what the client gets that they really care about. It’s the “…so that you can…” that comes after that we pay attention to.
“I’ll increase your sales by 30% SO THAT YOU CAN finally take those 6 months in Japan that you’ve dreamed of”
“I’ll make your business 23% more efficient SO THAT YOU CAN spend an extra 3 hours a day with your children”
“I’ll make your personal brand one of the largest in your market SO THAT YOU CAN speak on the world’s biggest stages”
What you actually do comes after the SO THAT YOU CAN. That’s what you’re actually selling. That’s what you actually do.
That’s the message that, because you personally connect with, your prospective clients will attach themselves to and give you their attention.
The problem is that so few business-owners know this. It’s the reason why the majority of content put out feels so generic.
It’s the reason why your fantastic business is being ignored.
“Acta Non Verba”
I have this phrase written on my wardrobe door so that I see it every day that I choose to put clothes on. It means “deeds not words,” and it’s the final marketing hurdle that we’re conquering today.
It’s there to remind me that my actions speak far louder than my words ever will.
If you don’t have what you’re actually selling to your clients, you can’t build that trust and authenticity with whoever you’re selling to.
Imagine going to a mechanic with a broken car.
Imagine going to a triply-divorced matchmaker.
Imagine going to a personal trainer that’s hugely overweight.
You are the living testimonial of your product or service. If what you’re actually selling is “more time to spend with your children” and little Jimmy is with his nanny 90% of the time…it’s a bad look.
Trust is earned and the currency is, surprisingly, honesty.
Honesty in your actions, honesty with your clients, but most importantly honesty with yourself.
If all you care about is money and having more money than anyone else on the planet, own it. You’ll find your audience. If all you care about is lying on a beach in Thailand as attendants bring you various alcoholic concoctions, make it yours. I guarantee there are those that want that too.
But it’s those with bigger ideas. Those that want to make a larger impact. Those that are actively seeking to change the world. Those are the stories that sell.
Your story starts with you. It starts with what you’re doing to get what you actually sell. That’s what people don’t understand about branding, that they have to be a walking, talking product of what it is they do.
So we come back to “People Like Us Do Things Like This”.
In order to know what your clients truly want, you need to become your own client. In order to deliver what you actually sell to your clients, you need to walk the walk. In order to build the business you want, you need to build the life you want.
Then you’ll connect with the people you want to connect with.
If you want to be authentic with your marketing, build meaningful relationships with your clients, and build a kickass business you need to realise that humans are beautiful, frustratingly, uncompromisingly, and wonderfully irrational creatures.
And we can celebrate that fact.
Once we come from that place, and our marketing reflects that, we can start to build on the results that we’ve spent so long developing in our businesses, so here’s what you’ve got to do:
1.Accept what you truly stand for. Maybe you just want to build a lifestyle business that ticks over to give you the lifestyle you want, maybe you want to be the world’s richest person, maybe you want to fix the world’s problems. No matter what you want, own it
2. Look at what your clients actually want. Look at your current marketing statements and take them one step further and add a “…SO THAT YOU CAN…” on the end. This is what you actually sell via the medium of the product or service you provide.
3. Follow me on Medium so you don’t miss out on Part 3 (Part 1 here)
4. Start building into your life the systems that will give you what you actually sell. Whether that’s spending more time with your kids, getting bigger speaking gigs, working from exotic locations, whatever. You are your own product, remember that.
Thanks for reading.
In part three, we’ll take an even deeper dive into understanding our clients in what I’ve imaginatively called “Who Are You? Round 2”