Build Your Online Audience

Would you love to know how to write email copy that's so addictive that people can't wait to receive your emails?

In fact, they are so keen to get their hands on your email newsletter and find out what you've got to say - that if it doesn't arrive when it normally does - they email you to find out where it is?

If so you'll love this special podcast episode with email marketing experts Rob & Kennedy which was recorded at my live content planning masterclass 2020Sorted.

They explain how to create curiosity and desire in your emails and the types of call to action you can include to make sure that your reader takes action. They share seven ways to get people addicted to reading your emails and make sure they open them.

It's full of really practical advice and takeaways that you can apply straight away in your own business.

I'd love to know what you think.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode} Podcast shownotes

• Where does email marketing fit in your marketing strategy (5:21)
• How to get people on your email list (6:07)
• Why you must always have a call to action in your email newsletter (7:12)
• Why you shouldn't worry about emailing your newsletter list (9:25)
• How to create curiosity and desire in your email newsletter (12:01)
• Why you must put your personality into your email newsletter (13:41)
• How to use your own experiences to create content for your email newsletter (16:03)
• How to write addictive email newsletters that get subscribers excited (18:42)
• Seven ways to get people addicted to opening your emails (20:30)
• How to sell in your emails and how often you should (25:37)
• Reasons that you must always sell in your emails (27:04)
• Why your email must be about helping your customer and not selling your product (27:47)
• Ways to seamlessly pitch from your main email story through to a sales pitch (28:17)

Resources

Get my Instagram Engagement Playbook

Other podcast episodes

[333] 39 surprisingly easy ways to increase your email subscribers (podcast) [335] How to create a high converting lead magnet (podcast) [343] The three audiences you must build to create a successful online business (podcast) [348] How to write social media posts that sell (podcast) [375] How to get your first 1K email subscribers (podcast) [378] How to use hashtags to build your online audience (podcast) [386] The four types of content to create that will help you make more sales in 2020 (podcast) [390] How to stop overthinking your content (podcast) [391] How to write better social media captions (podcast) [392] How to get more engagement on Instagram (podcast) [393] How to create engaging content when you only sell one product or service (podcast

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course

#2021Sorted Buy your ticket

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

Would you love to know how to use IGTV to build your followers on Instagram? Or maybe you're thinking IGTV is a bit too techy and you don't think it's right for your business and you haven't quite got round to using it yet?

If you're feeling a bit mystified about IGTV and you'd love to know how IGTV can help build your Instagram audience - then this podcast episode with Instagram specialist Helen Perry is a must-listen. Helen shares tons of really practical advice on how to use IGTV, build your audience on IGTV and how she's successfully used IGTV to generate leads in her business.

Helen explains how to be fearless when it comes to creating and filming your videos. And why you shouldn't let perfectionism hold you back (in fact imperfection can make a stronger connection with your audience).

If you're worried it's all bit complicated for you Helen explains how to set up your IGTV channel, how to post to the Instagram grid, the types of content that work well on IGTV and how long your videos should be. Helen explains about posting your IGTV video and what to consider about the aesthetics of your IGTV video in your Instagram grid.

PLUS why you don't need any fancy equipment to create your IGTV videos.

I'd love to know what you think.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode} Podcast shownotes

• About Helen and her background and how she became an Instagram specialist (2:22)
• The content you can create for different parts of the Instagram platform (5:55)
• How to get IGTV on your account and what to use it for (8:48)
• Why IGTV is easier to use and quicker to get started with than YouTube (11:47)
• Tools to create IGTV videos and why you should use captions (14:49)
• Why you don't need any fancy kit to make IGTV videos (16:00)
• Why your video doesn't need to be perfect (and why imperfection is good) (18:26)
• How creating IGTV video has helped Helen grow her Instagram followers (19:49)
• How Helen's content marketing on IGTV has led to enquiries for work (22:29)
• Why you need to be consistent with IGTV and videos don't need to be long (27:02)
• Why you should post a small valuable specific tip on IGTV (29:00)
• How to get inspiration for IGTV content if you don't know what to post (30:38)
• How to create IGTV content for product-based businesses (32:45)
• Where to post IGTV video and what aesthetics you need to consider (38:12)
• Optimum posting times for IGTV and why you should share in the first 24 hours (40:33)
• How to deal with negative comments on Instagram (43:15)

Resources

Helen's website notaboutthekids Helen's Instagram @notaboutthekids

Rode Microphone

For editing your IGTV - Inshot For designing your IGTV video - A design kit

[388] How much content should you give away for free (podcast)

Get Janet's Instagram Engagement Playbook

Other podcast episodes

[343] The three audiences you must build to create a successful online business (podcast) [348] How to write social media posts that sell (podcast) [362] How to grow your Instagram following to 27K fast (podcast) [374] How to create a year's worth of content in one morning (podcast) [378] How to use hashtags to build your online audience (podcast) [379] How to grow your Instagram posts by 1K in 30 days (podcast) [386] The four types of content to create that will help you make more sales in 2020 (podcast) [390] How to stop overthinking your content (podcast) [391] How to write better social media captions (podcast) [392] How to get more engagement on Instagram (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course

#2021Sorted Buy your ticket

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

Do you struggle to plan and create content because you only sell one product or service?

Or perhaps you just feel like your content gets repetitive at times. You'd love to find new ways of talking about the products or services you sell.

If this sounds like you, you'll love this podcast episode.

In it, I share practical tips and tactics that will help you plan and create content about ONE product or service - even if it's the only thing you sell.

I'll show you how to create 'peak points' in your business that allow you to create fresh 'buzz' about your product or service. Plus How you can find and identify less obvious 'peak points' in your business or industry by understanding your customer or clients pain points.

I'd love to know what you think.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode} Podcast shownotes

• What inspired me to create this podcast episode (3:32)
• How to create a yearly content plan for your business (and what might be holding you back) (4:26)
• Why you can't sell the same product or service the same way all year round (7:06)
• Why you need to be constantly relaunching your same product or service (9:29)
• How to create content and peak points around different stages of the buying process (15:40)
• Finding natural peak points examples by different industries (17:01)
• How to find your business' natural peak points for sales (22:08)
• How to find the natural peak points in your industry (23:01)
• How to find the less obvious peak points by thinking about your customer's pain points (26:19)
• How to use awareness days to create peak points in your business (27:35)
• How to create artificial peak points in your business (32:28)
• How to think creatively about peak points for a product-based business (34:49)

Resources

Get my Instagram Engagement Playbook

Instagram @JanMurrayUK

[343] The three audiences you must build to create a successful online business (podcast) [348] How to write social media posts that sell (podcast) [355] How to create and launch your own planner (podcast) [374] How to create a year's worth of content in one morning (podcast) [379] How to grow your Instagram posts by 1K in 30 days (podcast)[386] The four types of content to create that will help you make more sales in 2020 (podcast) [390] How to stop overthinking your content (podcast) [391] How to write better social media captions (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course

#2021Sorted Buy your ticket

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

Do you ever find yourself stuck on what to post on Instagram, whether it's on your Instagram grid or Instagram Stories or IGTV?

Or maybe you're just not getting ANY engagement on your Instagram posts and you'd love to get more eyes on your content and get more likes, comments and shares?

Then you'll love this podcast where I share the six types of content that are guaranteed to get you engagement on Instagram. I'll explain exactly what the types of content are and how you can use them to get more engagement on Instagram

Plus how to save time by using other peoples content to grow your Instagram account and how you can create content that builds connections and relationships (and why it doesn't have to be business-related)

I'd love to know what you think. If you'd love more help with your Instagram engagement, then try my Instagram Engagement Playbook

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode} Podcast shownotes

• How to create content that educates people on Instagram (2:25)
• Examples of content that educates for a product based Instagram account (3:32)
• How to find and create original inspiring content on Instagram (and why you need to experiment) (7:06)
• How to use curated content on your Instagram account (and why you should) (9:37)
• When to use caution when sharing other peoples content on Instagram (12:30)
• How to repurpose other people's Instagram quotes (and how to credit) (13:45)
• Examples of Inspiring Instagram accounts to follow (15:07)
• How to create entertaining content on Instagram and why it should be relatable (17:25)
• How to build relationships on Instagram by creating content that celebrates (18:32)
• How to use Instagram (especially Instagram Stories) to create discussion content (21:06)
• Why discussion content is great for building business relationships (22:37)
• Why you must create sales content on Instagram (and how to do it) (23:10)
• About my Instagram Engagement Playbook (28:11)

Resources

Get my Instagram Engagement Playbook

Instagram @JanMurrayUK

TheOttoHouse

NotAboutTheKids

h.e.l.e.n.m.a.r.i.e.

[343] The three audiences you must build to create a successful online business (podcast) [348] How to write social media posts that sell (podcast) [358] 13 Ideas for engaging social media posts for when you're all out of ideas (podcast) [362] How to grow your Instagram following to 27K fast (podcast) [374] How to create a year's worth of content in one morning (podcast) [378] How to use hashtags to build your online audience (podcast) [379] How to grow your Instagram posts by 1K in 30 days (podcast) [386] The four types of content to create that will help you make more sales in 2020 (podcast) [387] How to create more content in less time with Amy Woods (podcast) [390] How to stop overthinking your content (podcast) [391] How to write better social media captions (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course

#2021Sorted Buy your ticket

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

Do you ever get stuck when you're writing social media captions or maybe you find the ones that you write just aren't engaging enough for your audience?

Well, if any of that resonates with you, you're going to love this podcast episode because I talk about how to write more engaging social media captions.

I explain why you need to write as you speak and how to figure out your unique brand voice. I share with you five tips for creating your own really engaging social media posts. And the three types of caption that you can create to get engagement from your audience - and you can use them on your social media posts straight away.

Plus I explain how I create those tiny moments of drama in my social media posts. I share tons of examples of the captions that I create on my own platforms including my Instagram posts (and why it doesn't take as much time as you'd think).

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

• About this podcast (5:27)
• Why you should write as you speak and how to figure out your brand voice (5:50)
• Why you need to work out your unique brand voice (10:50)
• Why keeping your captions as short as they can be will have the most impact (11:50)
• How to make sure people engage with you by having a call to action (CTA) on every caption (14:30)
• How to make sure you don't lose your audience by taking them straight to the drama (16:50)
• Why you should keep your captions to just one story (19:15)
• How to layout your captions and make them easy for people to read (20:25)
• How to create a call to action caption and when to use it (21:17)
• How to create an explainer caption and how to use it with an image (24:22)
• How to create a story caption and why it should be compelling rather than lengthy (28:05)
• How to make your story post memorable and why it should create a single takeaway for your reader (30:39)
• How to increase your engagement by creating relatable tiny moments (33:34)

Resources

Instagram @JanMurrayUK

[343] The three audiences you must build to create a successful online business (podcast) [348] How to write social media posts that sell (podcast) [358] 13 Ideas for engaging social media posts for when you're all out of ideas (podcast) [374] How to create a year's worth of content in one morning (podcast) [379] How to grow your Instagram posts by 1K in 30 days (podcast) [381] How to use awareness days to create content for your business (podcast) [386] The four types of content to create that will help you make more sales in 2020 (podcast) [387] How to create more content in less time with Amy Woods (podcast) [390] How to stop overthinking your content (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course

#2021Sorted Buy your ticket

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

Do you feel like you're spending far too long on your content creation? Perhaps you procrastinate because you're not sure if your topic(s) will resonate with your audience. Or maybe you worry because the topic has already been covered by a competitor and you're worried people might think you're 'copying' - or that people have just heard enough about it already. It could be that you hold back on sharing content because you're worried you'll look too 'selly', or you're worried about offending people or /being judged/criticised.

If any of this sounds familiar, you're almost certainly overthinking your content. Which means until you stop thinking - and start doing - your content planning and creation will continue to take you longer than you'd like.

In this podcast episode, I share practical strategies you can use to stop overthinking your content - so you can get more done in less time.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

1.Commit to a regular publishing schedule (and do it publicly)

I release a new podcast episode every Friday - come hell or highwater. This means I can't procrastinate or make excuses - I just have to pick a topic and go for it.

Commit to publishing a blog, newsletter, podcast and/or even a social media post at the same time each week/month (or whatever you can manage. You'll be amazed how it focuses the mind.

2.Create a content plan

You wouldn't set off on a long car journey without directions. So if you don't have a content plan - setting out what you're going to publish, when and where - you're likely to get lost. And I don't just mean creating a content calendar, I mean understanding the type of content you publish on each platform.

So for example, with my podcast I know I generally publish one interview per month and three solo episodes of around 30-40 mins. On Instagram, I publish three types of content on my grid: educate, sell and inspire between 2- 4 times a day. And I aim to post on my Stories every day.

3. Align your content to your paid product/services

If you have a copy of my 2020 Social Media Diary & Planner you'll know I recommend planning your content around launches and/or 'peak points' in your business. Not only does this make it easier come up with content ideas, it can also help you decide what content you should be publishing when.

For example, when I was launching my podcasting course, I scheduled a podcast episode on how to launch a podcast to go live around the same time. During the earlybird launch week, most of my content focused on the topic of podcasting, including blogs on compelling reasons to start a podcast to common concerns about my podcasting course. I also did a number of social media posts/Instagram Stories focused on common objections to starting a podcast. So there was little time on the content schedule for anything else.

If you sell just one product/service you may be thinking: "My business is static - there aren't going to be any new launches, products and/or events?'. But that is exactly the point. Even if you sell just one product/service, you shouldn't be promoting it in exactly the same way all year round - otherwise people will start to 'tune out' from your content.

So how can you create peak points in your year that allow you to create fresh excitement around your product/services? The obvious choice is hosting a sale/special offer, but if that isn't appropriate for your business, there are still many other things you can do. For example:

• Host an online webinar/challenge
• Collaborate with related businesses to host an online/in person event
• Host your own awareness day/week. Find out how here
• Publish a special series of blog posts/podcasts around a specific theme
• Launch your Facebook group, podcast, Youtube channel - if you plan ahead you can make an 'event' of it

Even if you sell a seasonal product like my 2020 Social Media Diary & Planner you have to keep thinking of fresh ways to talk about your product - otherwise your followers will switch off. For example, we recently took one of the dates from the diary - Blue Monday and created a Banish Blue Monday campaign, where we offered a special rate on the Hawaiian style diary in the week running up to Blue Monday and a chance to win a pizza. This created a much-needed buzz about the diaries (which we had been marketing for over 90 days).

You may also find yourself thinking 'but what if my plans change during the year?'

Just because you write something down doesn't mean you have to do it. Things may change in your business during the year and that's fine. But it's much less time-consuming to tweak a plan you've already worked on than to start from scratch. So just apply your best thinking right now.

4. Don't create images for every post - just ask questions

If you're struggling to keep on top of your content creation, it may be because you're creating images for every single post. But you don't need to. In fact, text-based posts can often outperform image-led posts.

Asking questions can be a great way to get engagement on social media. For example, some of my best-performing posts on LinkedIn include: do you give your real name in Starbucks, should you bother posting on LinkedIn if you're not getting any engagement or (I kid you not) which topping do you prefer on your pizza.

Don't get up hung about your content not being related to your business (although it's usually possible to find a business 'angle'). People like to do business with people. Which is why you may find personal subjects often get more engagement than business-related topics. And once you've developed a personal connection, it's usually much easier to start talking business.

5. Forget about fancy equipment

One of my clients shared recently that he was struggling to meet his commitment to publish a weekly video on Youtube in 2020. The reason? He was new to the platform and had to figure out how it all worked. Plus he had to learn video editing first. Which meant he'd have to delay his video content for a few months.

I advised him to shoot a video on his phone and put it on IGTV (Instagram's version of Youtube). In the time he was stressing about learning YouTube, he could be publishing content and building his audience. He posted his first video on YouTube a few days later and has managed to keep up his posting schedule since.

Remember that social media is about exactly that - being social. And you don't need to create pro-level video to create a connection with your audience. Which is why Instagram Stories is so powerful. Showing people behind the scenes of your business - and simply what you're working on that day - can be a great way to connect with your audience.

6. Do live video instead of pre-recorded

If you're overthinking your video content, it's generally because you're suffering from perfectionism i.e. you want every video you make to be perfect. Live video is the perfect antidote to that….because you can't be perfect. If you make a mistake, you have to keep going. The confidence this gives you will help you when you do create pre-recorded video content.

And finally, remember there is only one of you. If you're worried about covering a particular topic, remember there is only one of you - which means they can never have your unique 'take on the topic.

Podcast shownotes

• About this podcast episode (2:50)
• Why making a public commitment to regular content will stop you procrastinating (3:58)
• Why creating a content plan will take the overthinking out of your content (5:55)
• Why planning the type of you need to create will stop you overthinking it (7:32)
• Why planning ta schedule for your content will stop you overthinking (9:11)
• How aligning your content with your paid services/products will give you focus (10:40)
• How to plan your content if you sell the same product or service all year round (13:08)
• How to create peak points in your business if you sell the same thing every year (18:09)
• Why you should apply your best thinking and not let details hold you back (20:04)
• Why you shouldn't let the worry about creating images get in the way of content (20:17)
• Why you shouldn't get hung up about posting business stuff all the time (22:01)
• How overthinking equipment can hold you back from creating content (24:13)
• Why you should do your video live rather than prerecord it (27:46)
• Why you shouldn't worry about having the same content ideas as someone else (31:10)

Resources

How to create an editorial calendar for your business (blog post)

[343] The three audiences you must build to create a successful online business (podcast) [346] How to look and feel more confident on video with Ian Anderson Gray (podcast) [348] How to write social media posts that sell (podcast) [355] How to create and launch your own planner (podcast) [358] 13 Ideas for engaging social media posts for when you're all out of ideas (podcast) [374] How to create a year's worth of content in one morning (podcast) [381] How to use awareness days to create content for your business (podcast) [386] The four types of content to create that will help you make more sales in 2020 (podcast) [387] How to create more content in less time with Amy Woods (podcast)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course

#2021Sorted Buy your ticket

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

Ever wondered if the day you were born can affect your life, work and business?

In this podcast episode about how to find your niche - business and marketing coach Jo Soley shares how she decided to take the bold move to niche her coaching business to specialise in numerology. Jo uses the power of numerology to help clients to move forward and create a successful business.

It's a great case study about how to choose a niche for your business and how to become an authority and dominate your niche. Jo explains the steps she took to move her business gradually and how her audience pretty much stuck with her.

Jo also shares how niching has made her business much more profitable and helps her stand out amongst the many business and marketing coaches out there.

It's not the kind of podcast interview I normally do. But I can pretty much guarantee you that halfway through you'll be really keen to work out your life path number and how your number energy can influence and drive what you do and when in your business.

I'd love to know what you think.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode} Podcast shownotes

• About Jo and how she developed her niche (2:43)
• How Jo discovered numerology and discovered you can use it to coach people (7:40)
• How Jo niched into numerology and what those around her thought about it (11:36)
• The steps Jo took to gradually change and introduce her new niche (15:30)
• How Jo promoted her new business and then gradually launched her new niche (17:21)
• How niching helped Jo build an audience that understood exactly what she does (21:21)
• How niching has made Jo's business more profitable and helps her stand out (23:28)
• How Jo works with people to align their numbers (25:09)
• How to work out your life path number and what it can mean for your business (27:04)
• What happens when you resonate with different numbers (38:06)
• How your personality and your number can hold you back (41:36)
• How to use your numerology knowledge to move forwards in your business (44:03)
• How Jo plans to move her business forward (47:33)

Resources

Jo Soley Website Jo Soley Facebook Jo Soley Facebook Group Jo Soley Instagram Jo Soley Work out your life path number

[135] How to dominate a niche with Jeff Sieh (podcast) [335] How to create a high converting lead magnet (podcast) [339] How to build an audience for an online course or membership (podcast) [349] How to find the right niche for your business (podcast) [343] The three audiences you must build to create a successful online business (podcast) [387] How to create more content in less time with Amy Woods (podcast)

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course

#2021Sorted Buy your ticket

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

Sharing valuable free content that answers your ideal customers/clients questions can be a great way to generate leads and sales for your business. Publishing regular blogs, podcasts, videos and social media content helps people get to know, like and trust you - so when they do have a need for a product/service like yours, you'll be the first person they think of. This approach is generally referred to as content marketing.

But how much content should you give away for free? Is it possible to give away too much free content? And how do you separate the content you give away for free from your paid content e.g. online courses, membership sites and ebooks?

That's exactly what I cover in this podcast episode. Along with tips on how to ensure your free content is leading to sales.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

There are two broad schools of thought on how much content you should give away for free as part of your marketing. Some people believe you should give away your best content for free. If people find your free content useful, they'll be far more likely to want to invest in your paid content. It is possible to share tons of information and advice in a blog post or on a podcast. It's not so easy to provide help with implementation. So people are willing to pay for access to you, so you can give them more personalised feedback on how the information/advice applies to them. The greater the access, the more you can generally charge (which is why 1-2-1 consultancy is more expensive than joining a membership site or buying an online course, for example).

People will also pay for ease of access. For example, you could find most of the information I share in my Build Your Online Audience programme in my blog posts, podcasts and social media posts. But do you have the time to cruise around my website/social media platforms looking for relevant content and/or figure out what order you should tackle it in? Probably not.

Others believe you should share what to do but not how to do it. For example, if you teach podcasting, you could share the steps someone might need to take to launch a podcast . But you wouldn't explain exactly how to do it. So you might give people a list of the podcasting sites their show should be listed on, but the tutorial on how to do that would be inside your paid course.

Personally I believe in giving your best content away for free. This allows you to build authority - which is crucial when people are deciding if they want to do business with you. Anyone can say they are an expert, but can they prove they are an expert? Publishing regular content on your expert topic allows you to do that.

People often worry that if they give away their best free content, they won't bother buying the paid content - because they've already learned everything they need to learn. They are generally worrying unnecessarily.

For example, one of my clients - a stylist - was concerned that her free email lead magnet (a 'what to wear' guide for different body types) but deter prospective clients from booking a session with her. Would everyone feel like her lead magnet had helped them so much they didn't need her? But while the guide might be useful that is unlikely to be the case. For example, I would probably be classed as pear-shaped, but although I have a short body and long legs (for a very short person). Which means not all advice for classic pear-shapes would apply to me. And I would consider hiring a professional for advice (and have done in the past).

Realistically, there is only so much depth you can go into in a blog/vlog, podcast or social media post. Often you can give the first step (and sometimes that's all people need). But if people need the second, third and fourth step - and they want it tailored/personalised for them - that's where your paid content comes in. It feels like the natural next step, should they want to take it.

If your audience feels as if you're deliberately withholding information from them. As if your attitude is: 'I'll only share that if you pay me' they may start to lose trust in you. Which is why I would encourage you to share your content freely - and focus your energy on turning that interest into sales.

With that in my mind, here are my tips on turning your free content into sales:

1. Make sure each piece of content you create leads to a paid product or service.

For example, I have a free podcast episode on how to launch a planner for your industry . This is a useful piece of content, but if you need more depth and detail, I have a 90 minute masterclass, which includes templates/checklists for pricing your planner, writing your sales copy and testing whether your planner will sell.

2. Sell visibly and sell often

If you give away tons of free content but only make the occasional sales offer, you may be at risk of what the sales expert Jessica Lorimer refers to as Baby Bird Syndrome. This is when your audience gets addicted to your free content. So when you withdraw the supply - or ask them to pay - they get fretful. Some may even lash out at you in anger. To avoid this, they must see you making regular sales and understand that if they want help with implementation (as opposed to information) they must pay for that.

You may have noticed I sell every podcast episode, and on Insta - every day.

3. Make sure your free content delivers tangible results

If people get a tangible result from using your free content, they are much more likely to want to buy your paid products. For example, people often message me to say they have listened to my podcast episode on how to use hashtags to build your audience and seen a significant rise in their engagement on Instagram. While this is a significant and tangible win, it isn't going to fix all their Instagram problems and/or answer all their questions. If they join my Build Your Online Audience programme, not only do they get access to more in depth content, they also get to ask me questions about how my advice applies to them.

One of the biggest objections people have about buying an online course/membership programme is 'will I get results?'. If you've given someone a small win through your free content e.g. a lead magnet or paid podcast episode you've already overcome that objection - they KNOW you can get them results. So instead of worrying about whether you are giving too much away, you should be focusing on how to offer them the next step.

Podcast shownotes

• What is content marketing and how can you use it to attract clients and customers (3:42)
• How much of your content should you give away for free? (6:45)
• Why you should give your best content away freely (7:40)
• Why people will still pay for your products if you give away your really good stuff (10:14)
• Why you shouldn't hold content back and make it difficult for people to access (14:54)
• Why giving people great free content will make them want to know more about you (17:30)
• Why you shouldn't worry about the people that won't pay for content (19:37)
• Why your free content always link back to your product or service (20:46)
• Why you need to be seen selling often and visibly to avoid 'baby bird syndrome' (23:00)
• Why your free content needs to deliver tangible results to gain people's confidence (26:33)
• Why you should focus on putting great quality content out there (28:15)

Resources

Jess Lorimer Selling to Corporates Podcast

Join my Build Your Audience Programme

[335] How to create a high converting lead magnet (podcast) [339] How to build an audience for an online course or membership (podcast) [343] The three audiences you must build to create a successful online business (podcast) [348] How to write social media posts that sell (podcast episode) [358] 13 Ideas for engaging social media posts for when you're all out of ideas (podcast) [374] How to create a year's worth of content in one morning (podcast) [381] How to use awareness days to create content for your business (podcast) [386] The four types of content to create that will help you make more sales in 2020 (podcast) [387] How to create more content in less time with Amy Woods (podcast)

How to add closed captions to your video using Rev and Kapwing

How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course

#2021Sorted Buy your ticket

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

Want to save time creating content and do more with the content you create?

If you have a regular podcast or blog or piece of content that you'd love to do more with then my latest podcast with content repurposing expert and author of Content 10X Amy Woods is a must-listen.

Amy explains how to save time repurposing your content and what the best type of content is to create. She shares how to repurpose it and why you should consider the platform it's appearing on before you create it. AND why it's really important to make sure you create content that gets found by website search and not just social so you can build your audience on your own land and not someone else's.

Amy shares how she repurposes her own podcast and what types of content she creates for it. PLUS how to reduce content creation overwhelm.

Going to listen? I'd love to know what you think?

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode} Podcast shownotes

• About Amy Woods and her business Content 10x (3:36)
• Why you should start with creating content that you are comfortable with (5:36)
• Why using live video will give you the best content to repurpose from and engage your audience (7:16)
• Why you need to remember the message that you are trying to convey when you repurpose your content (12:00)
• How to repurpose a podcast or video and get it found by search not just social media (13:28)
• Why you should get a transcription of your video audio to help repurpose content (15:20)
• How to save time and reduce content overwhelm by making the most of your content (18:30)
• Why it's good to think about the content you create in relation to the platform (24:12)
• How to make the most of your easy to create behind the scenes content (27:24)
• How Janet repurposes her podcast and the content she creates with it (29:30)
• How Amy repurposes her podcast and what content she creates with it (32:34)
• Why it's important to be consistent with your content and how it builds authority and recognition (37:39)
• Why Amy wrote her book after she had built her audience and content (40:23)
• Why you need to 'walk the talk' and demonstrate that you are an authority (44:12)

Resources

Amy Woods Content 10X

Amy Woods Book Content 10X

[179] How to get more eyes on your content with Andrew & Pete (podcast) [203] Boost your web traffic through content repurposing with Amy Woods (podcast) [330] How to write awesome sales copy for your business (podcast) [334] How to build a large audience without paid advertising with Callie Willows (podcast) [339] How to build an audience for an online course or membership (podcast) [343] The three audiences you must build to create a successful online business (podcast) [348] How to write social media posts that sell (podcast episode) [343] The three audiences you must build to create a successful online business (podcast) [374] How to create a year's worth of content in one morning (podcast) [381] How to use awareness days to create content for your business (podcast) [385] How to sell on Instagram Stories without feeling sleazy (podcast) [386] The four types of content to create that will help you make more sales in 2020 (podcast)

How to add closed captions to your video using Rev and Kapwing

How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course

#2021Sorted Buy your ticket

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Build Your Audience Programme

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

Would you love to make more sales in your business this year compared to last year?

In this podcast episode, I share the four types of content that you need to create in order to make more sales in 2020. I explain why you can't just broadcast endless sales messages and why it's vital to create the right type of content depending on what stage of the buying journey your online audience is on.

PLUS why you shouldn't be afraid to create content that addresses your audience's concerns about buying your product or service - and how it can really help draw people over the line.

As well as different ways to create sales content especially if you are launching a new product or service, and how to create 'results-based content' for service business by sharing client success stories. And how to create 'results-based content' for a product-based business too.

So if you'd love to really nail the type of content that you are going to create to make sales in your business whether it's a service-based business or a product-based business you really need to listen to this podcast episode where I also share examples of the four types of content and how I use them in my business.

AND why you absolutely need to create and share 'walk the talk' content which showcases your wins and achievements (without being braggy) and what happened when I shared mine.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode} Podcast shownotes

• About my build your online audience programme (3:50)
• Why you need to put out regular content if you want to make sales online (09:57)
• Why you need to create content for people at different stages of their buying journey (14:28)
• How to create general awareness content so that people can know, like and trust you (15:03)
• Examples of how to create content that solves problems in a product-based business (17:49)
• How to warm people up with awareness content before you launch a new product (23:55)
• How to use consideration content and think about objections to your product or service (27:40)
• How you can create content that reassures objectors to your product (32:32)
• Different ways to create purchase content when you are making a clear sell or offer (34:24)
• Why too much salesy content will make people zone out (36:08)
• How to create results-based content for a service-based business (37:01)
• How to create results-based content for a product-based business (40:32)
• Why you need to tell people that you want them to share your product (42:26)
• Why sharing 'walk the talk' content will help people understand what you can achieve for them (43:41)
• Why you need to look at the stage your business is at when you decide what type of content you need to create (48:36)

Resources

MamaLife London - YouTube

[179] How to get more eyes on your content with Andrew & Pete (podcast) [330] How to write awesome sales copy for your business (podcast) [333] 39 Surprisingly easy ways to get people to open your emails (podcast) [334] How to build a large audience without paid advertising with Callie Willows (podcast) [339] How to build an audience for an online course or membership (podcast) [343] The three audiences you must build to create a successful online business (podcast) [348] How to write social media posts that sell (podcast episode) [343] The three audiences you must build to create a successful online business (podcast) [374] How to create a year's worth of content in one morning (podcast) [380] How to set goals for audience growth in 2020 and why you should (podcast) [381] How to use awareness days to create content for your business (podcast) [385] How to sell on Instagram Stories without feeling sleazy (podcast)

How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course

#2021Sorted Buy your ticket

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Build Your Audience Programme

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn