Creating Content That Attracts Clients

I can taste foreign. Good afternoon, I'm Katie McManus, business strategist and money mindset coach for ADHD business owners to show you exactly how you can get high paying clients in less time with fewer distractions. Hello everyone. Hi, Shay and Hi. Milk, Muscles and Shell and Dr. James Foster and Kenzie and Samantha. My gosh. Hello everyone. Envy and civil Invincible. Is that it? I like that. Jocelyn, Fellows, Bella, Ollie, Baby. Hello. Welcome. Thank you so much for joining everyone. Today I want to talk about the challenge of creating content. When your business is a service, one of the hardest things is figuring out, like, what kind of content do you create? I know when I first started and I was trying to figure out like, what kind of content would work on different platforms, I found myself so jealous of people who work in like jewelry making and baking and things that are really visual because I thought, oh my God, that would be so easy to be able to, you know, just film myself creating the thing, doing the thing, shipping the thing, rather than like figuring out what the fuck I'm gonna say in, in my content, you know, so when. And the main challenge here is that when you offer a service like the thing that you sell is, is basically the stuff that's in your brain, you know, that either comes out of your mouth or you type it out and hi, Invincible, welcome back. And so how do you figure out how to distill that into content into a message that gets people that not only is good and that you feel proud and not embarrassed about posting, but that actually gets you clients, that actually gets people signing up for your newsletter. Hi, Mayra, Welcome. That actually gets people thinking like, this person solves a problem that I absolutely have. I need to book a call with them. All right, so that is the topic for today. Any questions you have, please post them in the comments. And if someone could comment just to make sure. I had some problems with settings previously and I want to make sure that it's no longer an issue. So if you're watching over here on TikTok, please comment. If you're watching on Facebook, LinkedIn, YouTube, Twitter, you don't have to say anything interesting. Just make sure. Help me make sure that this is working properly. Anyway, so. And just a little housekeeping. I am going live on Facebook, my profile and my business page over on my computer as well as LinkedIn, YouTube and Twitter. And then over here on my phone, I'm going to be live on TikTok. I will be wrapping up with the LinkedIn folks sooner. So if you want to jump with Me, I'm going to put my little username in the ticker below. You can go and follow me on TikTok and I will be answering a lot of questions over there. I'm just going to make sure that my settings work. Yeah, it says that it's allowing comments, so I think we're good. I think it's good. Yes. Okay, great. Anyway, so. And okay, who's commenting? Hassan. Thank you. And I hope I'm pronouncing your name correctly. Thank you so much for commenting. So it's working from LinkedIn, that's for sure. Okay, great. So, okay, so one of the examples that comes up so often for me when I'm talking to potential clients and talking to people in my world is this phrase, like, I want to be like Gary V. And if you don't know who Gary V. Is, it's Gary Vaynerchuk. He is like really well known in the entrepreneurial world. He is an entrepreneur. He really rose up in atypical fashion. So his parents actually owned a liquor store in New Jersey. And part of his whole idea of how he could help them, like, expand the liquor store was he started a YouTube channel. And he started this YouTube channel back before YouTube was really a massive thing. So, like he was able to grow very early on that platform. And what was really funny is he would just do tastings. He would do wine tastings on, on this YouTube video. Like he would go through and he'd pour different wines and he'd taste them and he'd tell the audience about them. And what ended up happening is the liquor store, the family liquor store that he was promoting while doing this expanded like crazy because they were able to start a wine club, right? Because everyone was watching these videos thinking like, oh, he's describing flavors. I would like to taste that flavor. Let me order this wine from them. And he really discovered like the power of the Internet in this way. Like the power of creating on social media. As he grew this business, he learned a lot of other things and, and just became this media expert over time. And so now he does media for Fortune 500 companies, for all different kinds of brands. He's not anyone that anyone in our circles could afford to work with, but he does incredible work. Now the thing about Gary Vee that everyone gets really, really, like self conscious about is he is excellent at creating his own content or his team is, right? So Gary V, if you've seen his content anywhere, it's him at an event, right? Where he's probably the speaker or one of the headliners or something. And there's a person who's asking him a question either about their business, about how to manage their life. Like, you know, here's what I'm challenged with. What advice would you have to give me? You know, and then it cuts to Gary and he's answering the question, cuts back to the person, they say something else and then, you know, this whole conversation plays out in about 30 seconds. Right now people see this and like, oh cool, I want to do that because it seems like such a beautiful way to showcase the service based business that you provide. Right? The services. Because usually it's something in our minds that we have to provide to other people. How do you showcase that now? Just want a name. He has a team of people around him 247 with cameras, you know, aimed at him and aimed at all the people around him. They, they have audio all set up so that you can hear every single word. There's no background stuff. And as soon as that conversation wraps up, that content is being shipped right back to the studio where they're chopping it up into content. And maybe it's not that media, but you know what I mean? Chopped into content and then post on all the gazillions of path of platforms that he's present on. Right. He's not doing any of that. Right. So if you're holding yourself to the standard of being a Gary V. In your business, I just wanted to name that so you know that like that is not a realistic goal for you. Right? As a business owner, as someone who's showing up online and posting to get clients. And if you're just starting out and just trying to grow, have compassion for yourself. Like you are just one person. Right? This is something I tell all of my clients when they start with me is when you launch your business and you really start going out there to get clients, you want to focus on one platform at a time. And I'm. When I say at a time, like spend a year or two just on one platform, the reason being you have to build up your following. You have to figure out what works on that one platform. You are only one person. You have to be able to create content that will be effective on that one platform. Right? Because what works on one platform doesn't necessarily work on others. Right. Right now I'm trying something, I'm doing some, some a B testing for my TikTok channel and for the rest of my channels because like going live on Facebook, LinkedIn, YouTube and Twitter, the arc is very different. Than on TikTok. TikTok is very much a hangout kind of session. Right. But my TikTok channel is small right now, so I'm trying to build up my following on TikTok. So I have to be talking a lot. There aren't a whole lot of people who show up and ask questions. So TikTok will become that. But for right now, I'm using what works on LinkedIn over here to see if it can help me grow. Right. This is. This is a test. So if you're watching on TikTok. Hi, thank you for, for being here. If this works for you, then please let me know. So what this does is it allows you to actually learn what's going to work for you on that one platform. If you try to do too many and by too many, if you try to do two or more, what ends up happening is the feedback that you get on both platforms or the lack of feedback gets confused. Right? So if you post something on both, like Instagram and LinkedIn and it does really well one place and not really well the other place, you might just think it's not useful content because it didn't succeed in both places. Places not the case. Right. What works on LinkedIn does not work on. On Instagram, Right. Necessarily it can, but like you, most of the time the strategy is going to be very different, right? So it feels scary. It feels scary when you double down and you commit to just doing one platform at a time. It feels like you're leaving all this money on the table. It feels like you're saying, oh, no, like people are getting business on that other website. I'm not going to get business on that other site. It's not that at all. It's not like you will get to the point where you're on multiple platforms. You absolutely will. It's coming, it's going to happen. But you have to build a solid base. You have to start making money first, right? And to make money, you have to get clients. And to get clients, you have to get in front of people who are your ideal clients, right? And hello, welcome, user and Erica Whiteall, thank you for being here. And invincible. Thank you. You know, so it's totally normal to be afraid to double down on just one platform, right? But if you're starting a business, you have to know that you have to start somewhere, right? And you're only going to learn how to do one platform really well if it's your only platform. Right. There's so much that you can do in the Beginning to get your business in front of people. Not all of it's helpful, right? Posting just for the sake of posting does not actually get you clients, right. I can't tell you how many life coaches have started working with me after being in business for like two plus years. And they've been posting on Instagram every single day religiously for a year and a half. They've never gotten a client from it and they really don't have a big following. They've been posting all this content and they still are under 600 people following them. And when you go and you look at their content, it's. It's inspirational quotes, it's pictures of sunrises and sunsets, pictures of their dog. Like, that stuff is beautiful if you want people to get an insight as to who you are as a human being. But it's not going to get you clients, right? For you to get clients on social media, you have to create content that's designed to get clients and. Hi, Liz, welcome. Thanks for being here. So when you're promoting your services, another fear that comes up often is, okay, well, if I'm not going to be Gary Vee and I can't like post inspirational content to get clients or inspirational quotes, what do I have to do? Do I have to go and like, brag about how incredible I am and really, like, you know, pump myself up and pat my own back and like, be really full of myself? Like, I'm seeing kind of like the bro y people do hard, hard. No, you don't have to do that. I would actually argue that the more you do that, the more you look like you're trying to convince people that you know what you're talking about. And here's the thing about people who don't know what they're talking about, that's what they spend their time doing. They spend their time trying to convince other people that they are an expert. Right? If you're already an expert, you don't have to do that, right? A neurosurgeon doesn't go around, like, trying to prove that they know a shit ton about the brain. No, they don't have time for that. They're operating on brains, okay? Like, they're too busy in surgery to do that. So you don't have to brag about yourself. But what do you talk about then, right? Because you provide a service. How do you explain people to people, like, what it is that you do and how cool it is and how it can really help them? If you're not talking about Yourself. And here's the key. You want to talk about your ideal client. Like, and even if you've never had a client before, Right. I want you to talk about that ideal person who has a set of problems, a set of fears and frustrations that they don't know how to move past. And they also have this bigger vision for their future. They also know, like, here's what I want more than anything. It might be something that they're so afraid that they can't get that they haven't mentioned it to a single soul. Right. I want you creating content around that. Okay. I want you going out and talking about what it feels like for that person to be in the problem that they're in. You don't necessarily have to harp on the problem, but you get to acknowledge what it feels like to be there. Right. I call this empathetic marketing. Because what you're doing is you're empathizing with where they are already. Right? You're not. You're not being a doomsday person. Like, oh, if you get stuck here, then your life is going to be shit. No. Hi, Will Z. Welcome. What you're doing is saying, hey, like, if you're really frustrated with being single right now and you really want to have a relationship and you're tired of the dating apps and you're so frustrated on going to awful first dates that, like, you have to have the same small talk conversation over and over and over again and you're really ready to find your person, then I help people go from there to there. And I would love to have a conversation with you to see if I can help you go from there to there. Right. You see in there, I didn't. I didn't, like, promise anything. I didn't talk about how incredible I am. I also didn't actually tell them exactly what I do. Right. Because what you do really actually doesn't matter. Right. Unless they are shopping around for a very specific service. As long as you can help them with the problem. Like, how you help them doesn't matter. Right. I joke with my clients that, you know, it's really tempting to talk about what it is that you do. Right. And because you know how special it is and how transformation. Yeah. Transformational it is. That's how you say that word. Just really oddly overthought it for a second there. I love being a nanny. Welcome. But in Farm Girl. Hello. Welcome. Great to see you. But here's the thing. Your clients don't care what you do. Like, they like, if you were a magic belly dancer and you could just show up and belly dance at them for about 20 minutes, solve all of their problems. They would throw money at you and just say, dance, dance, dance, come on, let's go. They would say, what music do you need for the belly dancing? Let me find the music on my Spotify. Right? You don't need to explain to people what it is that you do, because they genuinely do not care. What you want to talk about is the problem that they're faced with. You want to empathize with it. You want to, like, let them know that they're not some, like, really screwed up freak, that they have this problem. Right? Because most of us, when we have a problem or we have a fear or frustration, we think that we're the only one and that's what stops us from asking for help. We assume everyone else in the world has this one problem figured out and it's really just us, right? So you want to empathize with it. You want to acknowledge that that happens. And you have, you talk to people all the time who go through that and tell them that there's nothing wrong with that. Them. And then you want to point to what is the thing that they want more than anything that your service is designed to help them get. And then you invite them to book a call. Right? That is content. That is the kind of content that you want to be posting if you offer a service, if your business is. Is designed around like an intellectual service that you can't take pictures of. I mean, unless, hi. Yes. Unless you're a landscaper, like an. Or. Or I don't know, like a custom cabinet maker or something else where you have a visual representation of what it is that you do. It's really hard to point to something and say, hey, here's what I do. Right? Because the other part of this. And hi, house of artists. Welcome. The other part of this is that you want to talk about what is the best big dream that they're reaching for. Right. A landscaper can absolutely go on and post about, yes. Beautiful poolside garden that they did and, and you know, the outdoor kitchen, all this stuff. But what they're really selling, they're not just selling like, planting the plants and laying the stones and, you know, coming up with this amazing design. They're selling the parties that the homeowner is going to have at that point. Cool. They're selling those nights where people are like, oh my God, your home is gorgeous. And they're. They're looking at this family that lives there and thinking, oh my God, they're so successful. They seem really happy. Look at this place. Oh, they're, they're buying like something to be envied. Right. So this works for people who have an intellectual service as well as people who do like a physical service. But if you're doing that intellectual service that there's no representation, there's no you putting beads on string. You want to really focus in, in on the fears, the problems that your ideal clients have and you want to describe it in the way that they describe it. Oftentimes my clients, when they start doing this, they start describing the problem as they see it, as the expert. And the problem with that is that your clients aren't the expert. So when you start acknowledging their problems in a different language than they see it, it doesn't connect with them. Right. And I want to say hi to Stride for home and mischief. I love that name. Welcome, both of you. And so when, when you have all this figured out and if you don't have this figured out, if you have no idea about the main problems that your ideal clients have and what they want more than anything, then my next question or my next challenge for you and hi Mitch, welcome. Is to go and find your niche, right? Because it's very obvious you don't have one. Right. People think a niche is a like a demographic set. It's like women from ages 25 to 35 with blonde hair. Right. That's not, that's not a niche. Hi, Avery, Welcome. A niche is a set of people who have a similar set of problems. Right. Who want a similar outcome. Right now, the impact when you have a content plan that lays out exactly where your clients are starting from and points to where they want to go is you start growing a following of people who, even if they're not ready to buy right now, they're paying attention to you. Like they're like, oh, this person gets me. I kind of want that outcome that they provide for their clients. I'm not ready for it yet. No, though. So I'm going to follow them. I'm going to like their stuff, I'm going to comment on their stuff. Maybe I'm going to stay in their world until I'm ready to make this decision for myself. Right. It's not viral. Like everyone wants to go viral on all the social media platforms. That's not actually what's going to get you high paying clients. It's the smaller, more nurtured group of people who have opted into hearing what you have to say week in and week out, who in the back of their mind are kind of like daydreaming about the day that they start working with you. That is the goal, right? And of course, when they're, they're ready to work with you, you're going to be their very first call. When they're ready to like make a move on this problem that you address all the time, you're like the common sense person that they should be reaching out to a hundred percent. So take a deep breath. If you're worried about not being Gary Vee, welcome to the club. None of us are going to be Gary Vee. Gary Vee is his own animal. Like he's his own like species in like subspecies of human. Like his whole ability to show up on social media is not something that most of us can realistically plan on, right? I mean, unless you're independently wealthy and you're really known for something already. But it doesn't mean that you can't get clients right where you are right now with everything that's already in your brain. I do want to open this up to questions. So if you have any questions about how this can apply to your business, how you can create content for your business, then please put your questions in the chat. I'm also. Hi Vri. Welcome. And Joshua and Avery, Welcome. I also want to acknowledge that if you want me to do a little deep dive on a social media platform of yours and look at one of your accounts, you can go to the link in my bio and you can submit for a 10 minute coaching session. Those are $47. I will give you kind but real feedback on what it is that you're doing on social media that's working and what you're doing that's actually preventing you from getting high paying clients. If you're watching me on Facebook, on LinkedIn, on YouTube, on Twitter, I am going to be ending the live here. I am going to continue going live on TikTok, which if you follow this little tracker, that is my username on TikTok. So you can come and join me over there. To Hassan, thank you so much for being here. I hope this is super useful for you all. I am staying over here on TikTok though, so if you're watching on TikTok, I'm not saying goodbye to you guys. I'm hanging out for a bit. But have a great day everyone. I'll be going live on the LinkedIn Worlds again tomorrow. Okay. And we're going to end that stream.