The Content Module Optimiser™

SUPERCHARGE your transformational content so you STAND OUT and get more clients!

The Content Module Optimiser™ Training Will Do 3 Things:

1. Shift Buyer Beliefs. Give the now buyers a sense of certainty that they can get what they want.
2. Close More Sales. Create a positive tension within your prospects so they come begging for more.
3. Deliver Instant Results. Validate the promise of your program by showing them how to get there.

Download your workbook here:

https://www.peoplebuildersinstitute.com.au/content-module-optimiser

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FULL TRANSCRIPT

In today's training, I want to help you optimize your content.

One of the three pillars I work on in the Growth Accelerator is content. We're not just talking about the content we're delivering in our programs; we’re talking about marketing content here.

I want to show you how you can optimize the content you already have so that you can then use it in your marketing to give a quick result to your potential clients and, therefore, have them want more from you.

Here's the thing: When we create content, as coaches, as trainers consultants, a lot of times we make mistakes. One of the biggest mistakes we make is creating way too much content that gives everything. It gives your audience the entire experience, and therefore they don't have anything they need from you.

I want to show you how to create your content so that it delivers the best results for that particular potential client and for you.

When we create and have this content put together, there are three areas I want to talk to you about.

The first area is just that itself: the DESIGN of the content.

We also want to talk about CREATING the content.

And most importantly, the DELIVERY of the content. It's pointless creating content if you don't deliver it to someone- it’s just content for content's sake.

So, let's look at the best ways to do this.

You see a lot of times (and I certainly did this) the first thing people do is they go digital. So they sit there, they've got a screen in front of them with a cursor blinking, and nothing's happening.

But what I want to challenge you is to go analog- old school, pen and paper, iPad, whatever it is that you use, to draw it out first and get clarity around what it needs to look like when we get to the create phase.

So, now that we're creating it, the other challenge that I see is just creating cookie-cutter experiences, where it's someone else's content or something you've learnt, or several pieces of content and learnings you've put together, but it just looks the same as everybody else's.

But what we want to do is create the content in a way that it's unique. Because your potential market is unique. The way you deliver your experience is unique. The journey that your program takes people on is unique. So we want to make sure that we create content that actually tells people that.

Then in the delivery, a lot of content, whether it's in this case, marketing or in your actual program content, creates overwhelm.

Like for example, in the marketing content, I've got a 27 videos and a book this thick, and you go through all that, and then you'll be able to get some sort of result.

No. People need quick wins. They need actually to get something in a shorter period of time.

So, I'm going to show you how to create content in your marketing that actually gives results.

By the way, if you haven't got this workbook, you can download the workbook here:

https://www.peoplebuildersinstitute.com.au/content-module-optimiser

You give a result to the client or the potential client, and they become your client because they've already seen that you can take them on a journey that brings results.

So let me just take you through five key ideas around this so that we can then have a look at the workbook and see what you can do to implement what I'm teaching you.

So the first thing is to follow a 4MAT.

4MAT is a model created by Bernice McCarthy many years ago for school kids. Over the years, content creators have adapted this so that it's more in-tune for adult learning, particularly in the context of marketing (which I'm going to talk to you about).

So it's got to follow some sort of a logical format so that people can see themselves in that and they can go step by step.

The second thing is that it's got to Install Tension And Belief.

It's like one of those setups where you have all the dominoes lined up and for some reason, you just bumped one, and down they all go and you've got to start all over again.

Many of your potential clients feel like that right now in their life -in whatever you do with them, the area you work - they're feeling like that. So what you want to be able to do is come into that moment and be the person that stops the downfall; that stops the next domino from falling over - and actually allows them to go the rest of that period without that challenge.

To do that, there are two things:

1) We want to install tension in our marketing content. We want to make sure that it leaves them with a gap. We want to make sure that it creates an internal tension that says:

“Now that I know this, and this is a solution to my problem, I don't have the excuses that I had when I didn't know. Therefore, I probably should do something about it.”

That fear of missing out, that fear of incomplete, the rule of incomplete.

The other thing that we want to do is install a belief.

The first belief is that there's a better way that I can actually overcome this challenge.

In fact, the second belief is not only can this challenge be overcome, I can actually do it because the process gives them evidence of that.

The third thing is that they have belief in you. They believe that you can actually bring the results that you say:

That you can take them on a journey.

You can work with them. Etcetera.

So let's install tension and belief.

The next thing that we want to do is use Show and Tell.

It's like when you're a child, you go down the front of the classroom, and the teacher says:

“So show me what you've done and tell the class about it.”

It's an experience that allows you to immerse yourself in that journey. So, it's not just someone telling you a story; you can visualize it. So when we're building our content, we want to do the same thing. You want to be able to create it so that they can see it and see themselves in it.

The next thing is we want to have bite-sized chunks.

The metaphor that I want to use here is going down the line in the canteen. So, the overall result that you want is to give them a meal to go away, eat that, and get the energy and the replenishment from that meal.

But what you don't do is just slap it all on a plate. So they pick up a plate, they go to the first person, they get a little bit of this and that. By the time they get down to the end, they've got a full meal.

When you're creating your content, that's what you need to do as well.

You need to be able to cut it up and serve it in a way that they get it a little bit by bit until they end up with the whole picture. They end up with the result.

The last one is Learn: Do.

This is where we want to make sure that we have a ratio that has some learning, some information, with some actual doing which is implementation.

It's like you watching this right now. If you don't get hold of the worksheet/workbook and actually do the exercises, then it's just information - something else that you've learned.

We want to create an experience where our potential clients can do something that will be one small step, and they get a result.

It's like a young boy watching his dad shave. Someday, this young boy is going to need to shave.

By watching the dad do the shaving, and then, when it's the right time, actually doing something around that themselves ( I love this “razor” that my sons used while they were still young. The “razor” had no blade so they could actually put the shaving cream on and feel the experience of the shaving cream and go through the same motions.)

That's what we want to do with our marketing content so that it doesn't just teach them; they’ve got a result.

By the way, if you haven't got this workbook, you can download the workbook here:

https://www.peoplebuildersinstitute.com.au/content-module-optimiser

Let me just take you through the workbook to know what to do.

The first thing is the format experience which is:

Why, What, How.

And, instead of “what if," it is then now.

So big emphasis on “why?”

Showing them the steps and what the information is.

Giving them a chance to experience a little bit of the “how," not the whole story, and then telling them how they can get the next part of the picture.

Then, you can also find in the workbook the IP Snapshot; where every little bit of content that I create, I make sure that I do a snapshot in this format so that I've got a clear picture that I'm delivering it in a way that they're going to be able to assimilate it.

Then the optimiser will allow you to take what you know about your potential client and the work that we do around audience alignment and getting the hot avatar, and using those fears, and their frustrations, wants, and aspirations - what it is that they are looking for - to create your content.

Going through points, just like I did here today, and then making sure that you've got a visual model, some implementation that they can do something that they can do to get a result.

And knowing what the next steps are.

For you right now, I'm demonstrating this to you.

So for you, your implementation activity, download the workbook and to go through this in a piece of your content.

We go a lot deeper in all the other things in our Growth Accelerator.

But I'm sure that you'll be able to take what you've heard here today, use the workbook, and get started creating some content that will get you the results that you want.

By the way, if you haven't got this workbook, you can download the workbook here:

https://www.peoplebuildersinstitute.com.au/content-module-optimiser

If you want to know more about the Growth Accelerator and how you can get more clarity around who you are, what you know, who needs that, your message, your avatar -all those things around your content, both delivery, and marketing content, and the ways that work to get clients, then just let us know and we'll get some details to you.

So, that's it for today's training.

I look forward to continuing to work with you in the group where we go through some more training again next week.

I'll see you then.

SUPERCHARGE your transformational content so you STAND OUT and get more clients!

The Content Module Optimiser™ Training Will Do 3 Things:

1. Shift Buyer Beliefs. Give the now buyers a sense of certainty that they can get what they want.
2. Close More Sales. Create a positive tension within your prospects so they come begging for more.
3. Deliver Instant Results. Validate the promise of your program by showing them how to get there.

Download your workbook here:

https://www.peoplebuildersinstitute.com.au/content-module-optimiser