Talented coaches get skipped because they make content about what they love, not what their audience needs. People ask WIIFM (What's In It For Me), so service-based content that solves their problems builds trust and triggers reciprocity. Talk to your audience directly, draw on your own struggles, or use your work experience to speak their language.
Chapters
Don't you just hate putting out a banger and the only person who knows about it is you? Like, that's frustrating, right? Because you're, you're a great coach, you enjoy helping your clients, and you know you can help people, but the people who really need you, they don't know you. And I believe that one of the biggest reasons why a lot of great coaches get overlooked is because they create selfish content. Now, when I say that you're creating selfish content, I in fact am not consider you as a selfish person. In fact, you wouldn't even be a coach if you didn't feel called to serve others and help them become a better version of themselves. When I say that you're creating selfish content, you're creating content that you feel obligated to talk about, content that you feel motivated and convicted to share. And a lot of times, the message that you want to share isn't the message that others want to hear. And I get it, it sucks when you feel energized and motivated to talk about a certain topic and to put out a video that you put so much energy into and nobody cares about it. You get zero views. Not even Casper the Ghost watched that video. You have to understand something. My father says something— my father dropped a lot of bangers on me as a kid, but this one, oh, it changed the game for me. He says, son, you know you got a big head. No, I'm just playing. He says, son, humans are inherently selfish. We do things for our own benefit. So you have to understand that when you're putting out content and you want others to watch it, others— it reminds me of what a great coach once said, that humans are tuned into one radio station. WIIFM. What's in it for me? When you're putting out content, the person who you want to watch it, they're thinking about themselves. They're thinking about how that video would serve their best interests. And if you're only talking about what you want to talk about, that's not going to serve their best interests. So that's why it makes sense for you to stop creating selfish content, meaning content that you feel motivated and convicted to share and create content that will best serve them. Like, the alternative to creating selfish content is to create what I call service-based content. Now, service-based content is content that's catered specifically for them. It serves their best interests if we are all self-interested. This is the type of content that works because when you produce content thinking about others rather than yourself, they're going to think that you care about them. This is the type of content that makes them feel seen. That makes them feel heard. It feels like you're speaking directly to them. It makes them feel like you're thinking their thoughts. This is trust-building content that you need to be putting out, because when you're putting out trust-building content, content that serves their best interest, not only are they going to want to watch that video and more of your videos, but it's also going to marinate in their mind that you're probably the best option to help them with the problem that they're dealing with. It reminds me of what Zig Ziglar once said. He said, if you give enough people what they want, they will give you what you want. Now, he wasn't saying that in order to get what you want, you have to manipulate others and give them what they want to get what you want. He was saying that getting what you want is the byproduct of giving others what you want. And there's a law that applies to this. It's called the law of reciprocity. We feel obligated to give to others When they're given to us. So when you're creating content that serves someone's best interests, they're going to feel obligated to do something in return for you. That could mean watching more of your content. That could mean subscribing to your channel. That could mean becoming a client of yours because you've done the work to build that trust. If humans do things that serves their best interests, how can you create content that is service-based, that serves someone else's best interests? Well, in order to serve someone else's best interest, you have to understand what they are interested in. You have to have an understanding of who they are as a person. Now, there are 3 ways of how you can develop a clear understanding of your audience so you're not just creating content that you feel motivated and convicted to share, but you're creating content that's catered specifically for them. Now, the first way that you can understand your audience better is to have conversations with those type of individuals. Conversations are the key to great content. Why? Because not only are they going to tell you who they are as a person, what they're dealing with, the pain and frustrations that they're having as a result of the problem that they're dealing with, they're going to share with you the exact words and phrasing that they're using to describe their experience, their experiences. And that is— listen, your best content is going to come from the conversations that you have. That's a gold mine. Why? Because when you're speaking on what they're dealing with and you're speaking it in their language, they're going to feel like they— that you know them. You've done the job of speaking in a way that they understand. They're going to start accusing you for mind reading because you're speaking their language. My best content has never came from what I thought about My best content has came from the conversations that I've had with others. I had a friend a while back, I believe he was in his first year in college, and he was dealing with this problem of wanting to speak up and speak around others but not having the ability to do so because he identified as an introvert. So I paid attention to what he was dealing with, the words that he was using to describe what he was dealing with, And I created content based on that, and it was one of the most helpful videos that I put out because I catered it specifically for him. I had someone from Africa who had reached out to me mentioning that he was stammering and stuttering over his words, and he was a salesman, and it was frustrating when he wanted to say what he wanted to say but he didn't have the ability to say it clearly. And it paid its price. He couldn't make sales. And when he was describing his whole experience with me, I created a video specifically for him. And not only was that video beneficial for him, that video in my world, it actually went viral because I wasn't just speaking to him, I was speaking to more people similar to him. Now, the second way of understanding your audience better so that you create content that caters specifically for them is to create content based on who you used to be. Sometimes who you used to be is the person who you can best help and best serve because you know what you were dealing with at a certain time. You know what type of pain and frustrations that you were experiencing as a result of the overall problem that you were having, and you know the type of outcomes that you desire. So if you've been able to create a transformation in your life that others will want to experience, Recall what it was like to go through that whole process, relive through that whole process, and not only think about what you were feeling inside, but feel it and describe it in the content that you create. Because that's going to create trust when people can feel like you've been through what they've been through and you've arrived at where they want to be. Like, for example, let's say that you're a dating coach and you help young men confidently approach women. Think about how it used to be for you when you were— when you saw someone attractive and you wanted to approach her. Think about how your heart raced like it was going up against you same boat. Think about how your knees would tremble as you begin to walk. Think about how you turn back around because you conjured up so many false realities of what possibly could go wrong if you decided to approach her. And think about how frustrating that was. And think about how many missed opportunities that you had as a result of turning back around. Your experience isn't just unique to you. Other people have experienced that as well. So talk about all of that and talk about what it's like to now be able to confidently approach someone and not care of all the possible aspects of what could go wrong if you did decide to approach them. So that's the second way of how you can create service-based content catered specifically for your audience. But let's say that you don't necessarily have that experience of what it's like to want to approach someone attractive and not having the confidence to do so. Let's say that you've always been confident your whole life, but you have experience as far as working with individuals who didn't, who don't know what it's like to always have that confidence. Let's say that you've had years of experience and you help plethora of, of young men become confident to approach women? Well, then you can use your work experience to create service-based content that caters to your specific audience. Think about what all these young men are dealing with. What type of thoughts are they having? What type of frustrations and pain are they experiencing as a result of the problem of not having the confidence to, to show up and approach a woman? Think about what it would be like for them to finally approach them effortlessly without the thought of all the things that can go wrong if they did decide to approach those women. Like, use that work experience as the foundation of the content that you create and speak in words and phrases that your clients in the past have used to describe their experience. This is the type of work that you have to put in to create service-based content Cater to your audience specifically. This is the type of content that wins versus that selfish content that makes you just feel bubbly and good inside. And I didn't even mention this. It's actually easier to burn out and stay inconsistent when you're creating selfish content because you have limited amount of ideas of what to create because you don't know your audience well enough. When I switched over to creating service-based content, I felt like, man, I just can run out of ideas. Because I could think about so much of what my audience is going through based on my experience and the conversations that I had, that I knew what to create that would be beneficial for them, that would serve their best interests. So get to a point where you understand your audience more clearly and create content that's catered to them specifically. And that's how you stop being the great coach that no one knows about. If you're ready to take control of your life and develop that confidence that you've always been waiting for, then these 2 videos will help with that.
