If you've written any type of sales page or ad copy, you're probably familiar with the PAS Copywriting Formula: Problem-Agitation-Solution. Here's why you're better served revamping the PAS formula and what to use instead for writing copy, content, and your overall messaging approach as a speaker, coach, or consultant.
In this episode of Copy & Content, you will learn:

 What are the three parts of the PAS formula? Problem, Agitate/Agitation, Solution
 Why the PAS formula doesn't truly serve your audience
  Which part of the PAS formula to adjust first - and how to infuse hope through your messaging in its place.
  How to replace Agitate with Empathy - and the three types of empathy that can better connect with your audience.
  How to Humanize your Solution by using compassionate empathy throughout your messaging, specifically your copywriting
  How the human brain is wired for hope in place of shame with neurotransmitters like dopamine and serotonin.
  How I can help you create a better version of the PAS formula with empathy for your business

----
Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

Adding Empathy into the PAS Formula

Spoiler alert: there's an 'ish'-load of information about how to better connect with your audience as a speaker, coach, or industry experts. How do you know what truly works?

The Copy and Content podcast features episodes obsessed with helping you better serve your audience. Keynote Content founder and Copy and Content host Jon Cook shares insight and interviews in the areas of speaking, copywriting, content creation, branding, and marketing. Learn you-proof tactics and processes that work.

Copy and Content isn't for everyone; it's only for you if you give an 'ish' about your audience.

Business

Investing

Careers

Management & Marketing

Business News

Shopping

You're talented, experienced in your industry, and ready to help change lives... but you're an invisible expert for a reason. There are four deadly lies that are keeping you from growing your business - and if you reject these lies and replace them with truth, you will start going from invisible expert to can't-miss expert in your industry.
In this episode of Copy & Content, you will learn:

 The first lie invisible experts believe is that they're not ________ enough.
 The second lie invisible experts believe is that they're not as good as another expert in their industry.
  The third lie invisible experts believe is that their industry is too crowded to stand out to the right audience.
  The fourth lie invisible experts believe is that they missed their window of opportunity.
  The best motivational speech every invisible expert needs to read to get the confidence and momentum to grow their business and change lives.
  How I can help you get the confidence and focus you need to go from invisible expert to can't-miss expert in your industry.

----
Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

4 Lies Every Invisible Expert Must Reject to Grow Their Business

"I'm just not seeing the results I want to see in my coaching business. What am I missing?" After working with over 1,100 coaches and consultants one-on-one since 2017, these four components are crucial for any coaching business if you want to attract and close more clients.
In this episode of Copy & Content, you will learn:

 Why it's not always about niching down as far as possible as a coach - it's all about right-sizing your niche
 Why you need both a Market Pathway AND a proprietary process as a coach
  Why you need to eliminate most of your product suite (coaching offers) to focus on one solid offer with the best potential for results.
  Why you need to create consistent, value-first content and what that means for you and your audience of prospective coaching clients
  How I can help you create a powerful offer that attracts and closes the right coaching clients so you can make a greater impact through your coaching business.

----
Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

What Every Business Coach Needs to Attract and Close More Clients | The Copy & Content Podcast with Jon Cook. Presented by Keynote Content.

Is it better to create brand-new content as much as possible or focus on repurposing existing content? It depends on your industry, how developed your content ecosystem is, and where you're wanting to go with your message as an industry expert.
In this episode of Copy & Content, you will learn:

 Why any aspiring thought leader needs to create 'cornerstone' content BEFORE creating 'brick' content
 Why one-and-done content strategies limit your content's growth potential to around 10%
  Two of the most powerful tech tools for repurposing your content
  The value of connecting new content with existing content beyond just reposting your content
  How I can help you maximize your content's growth potential and impact

----
Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

Creating New Content Vs. Repurposing Content? | The Copy & Content Podcast with Jon Cook. Presented by Keynote Content.

One of the best investments any coach can make is in developing their customer journey map. We call this your Market Pathway, a seven-stage process for attracting, engaging, and signing on the right coaching clients who you know you can serve the best. This concept of mapping out a Customer Journey was first mastered by Ron Zemke and Chip Bell many years ago and Market Pathway Mapping is what I've learned from working with over 1,100 coaches and consultants one-on-one since 2017.
In this episode of Copy & Content, you will learn:

 The ultimate purpose of a Market Pathway for coaches to use when attracting the right clients
 Why the first stage of a great Customer Journey Map or Market Pathway is "Pre-Aware"
  The second stage of a great Customer Journey Map or Market Pathway is "Problem Aware" -- what's the key problem that your ideal coaching prospect is facing that you KNOW you can talk about in greater detail and with more empathy than anyone else.
  The third and final stage of the first part of a great Customer Journey Map: "Solution Aware"
  How to divide your Customer Journey Map ("Market Pathway") into two distinct parts.
  The value of raising awareness of your expertise in the fourth part called "Expert Aware" - and the three key components of "Expert Aware"
  How to package your expertise into 'an offer they can't refuse' - an Irresistible Offer
  Why arguably the most crucial part of a Customer Journey Map is validating a coaching prospect's decision to sign up for your offer.
  How to activate a satisfied coaching client to become a raving advocate for your expertise.
  How I can help you build out your Market Pathway with Keynote Content

----
Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

Adding Empathy into the PAS Formula

Download our free app to listen on your phone