Ep86: Stop Posting Workouts — Start Posting Content That Gets Clients

What's going on, team Matt here from pt, Profit, Leverage and lifestyle show Super Juicy Topic. Today, team, we're going to talk about how to create content that converts into clients. So I've been playing around with or not playing around with this topic. I've been going all in on this since I got back from Mexico. It's actually literally on my. One of my cards here on my action items is to get more serious about content. I've been able to 3x my views and sign regular clients from doing this. Okay, so I'm going to go through the framework that I'm doing. Well, actually I learned a lot of the stuff in Mexico. So shout out to my mentors, Taki and some of the people that I met in Mexico for giving me a couple of different ideas on what I could do. But I'm going to go through what I'm doing right now in terms of my content. I'm gonna give you a summary, but to be honest, I literally did a full hour training on this with my clients last week. So I'm not gonna get through everything for you. So last week I went through the three Cs of conversion. I went through the four types of content you should be posting. I went through the. What's it called? It is the 331 formula for creating reels I'm actually go through. I'll definitely go through that part right now, actually. I'll go through that part now. Let's go through this 3:3:1 formula for creating reels that get more views. As I said, I've been out of 3x my views on this and my engagement has gone up as well. So let's start by going through what usually happens, what a pts usually do. And you might be in the same, same boat. But a lot of people, they'll post like their own workout videos or they'll post some general stuff on. But it's very reactive. There's no structure to it whatsoever. It's not designed to market properly. Most people just post just for the hell of it. There's no structure, no strategy, and no wonder they get no results. So this is what needs to happen. People need to know you, they need to like you, they need to trust you and then they will buy from you. That's how it works. They need to know you, like you and trust you. Then they will buy from you. Okay, so don't just post workout videos of whatever you're doing in the gym. Yes, it might create a little bit of trust because you're going to the gym. But how do they know you and like you and trust that you're the right person to take them to a specific destination? So. So sell the destination, not the process. Okay, now let me quickly touch on the three Cs of conversion. They need clarity, as in the messaging needs to be clear and specific with who you actually want to target. You need to be consistent and you need to be confident in your message. So what that means is in an online world, you don't want to try and help everyone. You want to help a very specific type of person and your content needs to deliver that message Very. Yeah, what I'm trying to say, especially. Oh, sorry. Specifically, you need to use the language that your ideal client is talking. So for example, for me, I talk a lot about split shifts, trading time, trading time for money. That's what most PTs struggle with. If you're working with mums, what do they struggle with? You need to use that type of language, which is why it's super important that you understand your ideal client inside and out. A lot of the time it's someone who you used to be. Okay, little tip there on your niche consistency, obviously if you're only posting once every now and then, you're not going to get consistent growth. What are the platforms want? They want you to create great content of quantity as well. So quality over quantity though. They don't just post seven times a week. But the content is crap. You need to take your time. I'll take your time, but you need to create valuable content that people are going to stay on the platform for. That's what meta, Tick tock, etc. That's what they're wanting people to do. They want people to create content that keeps people on the platform. I'll go through the four types of content later. Let's go through the now. I won't have time to go through the specifics platform for what's working right now for Facebook, Instagram, TikTok, etc. If you want more information on that, you need to reach out to me. 331. So you've got the hook, the value or the story and then the call to action. 3 second max for your hook, 3 core points for your value or your story and then one clear call to action. Okay, so that's the three, three one rule. As an example, you could do the hook. Could be stop doing this or most mums are making this mistake. Most guys are making this mistake, most bodybuilders are making this mistake, most powerlifters are making this mistake. Here's why you're not seeing results. Okay, that's an example of a strong hook that you could use the value or the story. Couple of examples. Tell a three step process to solve the problem. Tell us a short transformation story with one lesson or give a clear insight or a couple of insights into why you think a certain way. People want to. People want your belief system. Okay, you need to do that in your own authentic way. And then the call to action. If you want the full training on this comment, blah blah blah below to get access. Follow me for more value like this. DM me the word blah blah blah to get access, DM me blah blah blah to get the training. If you want the guide, you want the checklist comment the word checklist. Okay? That is, in short, that is the main thing that I've changed. There's a couple other things that I've changed as well. But if you look through my Instagram, especially Instagram, I think Instagram is overtaking Facebook. In my opinion, at least for me. All my, not all my views, but the content that's working well has that formula. Now the other thing that's working really, really well right now is carousels. Carousels are absolutely crushing the game right now. So, and just to give you a little bit of a tip here as well, you need to post the content specific to the platform. Meaning just because it performs well on Instagram or TikTok does not mean it's going to perform the same on Facebook. If it's delivered the same. You need to tailor, make the delivery per the. As per the platform. If you make a four minute, four minute video, you're not going to post that on TikTok and do well. Okay? So it can be exactly the same content or the same idea, but the delivery of how you deliver that content needs to be specific to the platform. Okay? So you can't just repurpose everything and just think you're doing a good job because it doesn't work anymore. It used to. Not anymore. Okay, so you need to create the content that's quality content and then repurpose that in its own way, depending on the platform. So if you want more insights into what is working for each platform, then send me a message on Instagram right now, Right now. Because this is huge, huge for people wanting to build an online business or online income stream. Let's quickly cover the four types of content. Now. I'm just going to summarize this type of stuff. So, so we've got connection, we got value, we've got invitation and we got proof. Connection meaning show your personality. Why, why did you get started as a PC? What are your beliefs? What are your, what are your daily routines? What does it look like behind the scenes? Value. By far the most important part of your content is providing value in the marketplace. The person who gives the most value gets the most clients. Anyone see Alex Hormozy? His book launch for years has been selling nothing but value. All of a sudden he pops up and sells his book and makes 100, $200 million. Sets a world record. He's been selling nothing for years. He's just been providing value. Value, value, value, value, value. Building up a personal brand and then boom. It was an absolute masterclass in how to create content that convert. Now I would do some things differently but what he does obviously works. So that's obviously the value part. Invitation. So this is where Hormozi invited you to attend a free webinar of the book launch. Another invitation that you could do. Free guide. Here's a free checklist here. Book a call with me to see if we can help. Hey, I've got a workshop coming up. I've got a webinar coming up. Do you want help with this? Comment the word help and I'll see if I can reach, see if I can help you. And the last one is proof. Show some test, show some testimonials, show some screenshots. Show some DMS of people crushing it. Show some messages from clients, videos, video testimonials, before and afters. So to give you Some, some context, 70% of your content should be value based on the value based content builds the brand. Okay then you've got connection, invitation and proof. They should be about 10% each. Now the connection part, my personal belief is that should be more on stories, not so much on the posts because people watch stories all the time. Me personally, I. If I'm like doom scrolling I'll do doom scroll reels or stories. I won't really do posts too much. Hope that gives you some insights. Maybe you're the same invitation every single week. I'm inviting people to work with me. Okay. Whether it's right now, like if you want to work with me, right. By the way, send me a message, see if I can help. Yeah, I'm also doing it through email, I'm also doing it through social media. I'm also doing it on stories, on polls. So you got to invite people to work with you. Otherwise you'll never get, you'll never get people. People these days do not just reach out and be like, hey, I want to get started with you. It takes longer and longer for people to buy these days than it ever has before, and it's just getting longer and longer. So you need to be providing more value in the workplace or marketplace. Sorry, Showing up every single day and then inviting people to take action. Inviting people to raise their hand. Then you show them proof. Hey, look, this is some examples of some of the clients that we worked with. Who else wants results like this? So a couple like heaps of value. In this episode today, the the three. What is it called? Having a bit of a mind blank. Three Cs of conversion. That's what it was. Three Cs of conversion, the four core types of content and the 3:3:1 rule for posting reels to increase your views, increase your engagement, and therefore close more clients. So nice short one today. Hope this is super valuable if you want the full breakdown by the way of this training. As I said, I did about an hour training of this last week for my clients. Send me a DM right now if you want a copy and I'll send it right over.