Every piece of marketing content should do three things.
First, it needs to get the audience’s attention.
Second, it needs to keep the audience engaged all the way through to the end.
But if that’s all you do, it’s no different from any other type of content. The key difference between content and marketing content is that marketing content is designed with the very specific purpose of getting an audience to take action.
All content is meant to be consumed, but marketing content is meant to convert.
Attention and engagement aren’t enough. You don’t just want people to consume your marketing content and move on to whatever’s next on their list.
The third thing your marketing content needs to do is trigger an action.
If you want to turn your content into clients, here are three quick tactics to follow.
1. Place Your Product
Product placement isn’t a new or complicated concept, so I won’t waste your time by raving on and on about it here. But, too few coaches think of using product placement in their own marketing content.
There’s a simple way to place your own products in your content that doesn’t come off as too sales-y or cheesy.
For example, almost every video on my blog has a product placement in the first 30 seconds, like this:
“I was at the Million Dollar Coach Intensive the other day when someone said to me…”
Or, “Hey everyone! I was talking to one our Black Belt members on a live coaching call the other day when they brought up a really interesting point about…”
It’s that simple.
When you mention your products and programs directly in your content, it makes people aware of what you offer. This plants a seed of desire toward what you have.
2. Offer a Content Upgrade
I first heard about this from my friend Clay Collins at LeadPages.
At the end of a piece of marketing content, offer another piece of content — an “upgraded” piece.
This new piece should be related, but deeper.
Offer a piece of relevant, related, or deeper content that people would happily give you an email address for.
3. Give a Straight-Line Call-to-Action
The advertising giant Leo Burnett once said, “Advertising says to people, here’s what I’ve got, here’s what it’ll do for you, and here’s how to get it.”
Sometimes we should take this advice at face-value and at the end of a piece of content, say, “I’ve got this cool thing that will help you like this… If you want it, go here…”
I decided to take this approach at the end of my podcasts. At the end of each episode, there’s a quick call-to-action for something new, upcoming, or ongoing that I think listeners would be interested in.
One of the CTAs is to download my Triage Call PDF, so at the end of an episode I say something like this:
“Hey, thanks so much for hanging out with me today. I had a great time, hope you did too. Listen, if you want to convert more of the people you talk to into paying clients without having to be pushy, sales-y, manipulative or weird, then I’ve got something that might be helpful for you.
I’ve created a short, six-page PDF called The Triage Call. It shows you how to do a nine-minute phone call that took my conversion rate from 50% to over 90%. It qualifies buyers better and builds trust fast. If you’d like a copy, you can go to MillionDollarCoach.com/TRIAGE.”
Using Leo Burnett’s formula, here’s what I’ve just said:
- What I’ve got — Six-page PDF called The Triage Call
- What it’ll do for you — Make sales without being weird
- How to get it — Go to this URL
Draw a simple, straight line for your audience to follow. Tell them what you’ve got, what it’ll do for them, and how to get it.
Remember, triggering action is the key to your marketing content doing its job. After you’ve arrested their attention and engineered engagement, you can place your product throughout the content to increase desire, offer a content upgrade that builds your list, and give a straight-line call-to-action that builds your client base.
Share your thoughts on this. I’d love to hear them. Comment below.
P.S. Whenever you’re ready… here are 4 ways I can help you grow your coaching business:
1. Grab a free copy of my book
It’s the roadmap to attracting prospects, signing clients, and scaling your coaching business. — Click Here
2. Join the Coach Dojo and connect with coaches who are scaling too
It’s our new Facebook community where smart coaches learn to get more income, impact, and independence. — Click Here
3. Join our Implementation Program and be a Case Study
I’m putting together a new coaching case study group at Black Belt this month… stay tuned for details. If you’d like to work with me on your client-getting and scale plans… just send me a message with the words “Case Study”. — Click Here
4. Work with me and my team privately
If you’d like to work directly with me and my team to take you from 6 to 7 figures… just send me a message with the word “Private”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details! — Click Here