This ONE Strategy will 10x Any Personal Brand Instantly

So if you're posting content and you're not getting the views you deserve, and more importantly, you're not getting clients from your content, it's because you're selling the wrong thing in the video. Using content and personal brand, I have scaled two businesses to multiple seven figures. And here's what I've learned along the way. Your content shouldn't be selling your service. Your content should be selling the next step. And then the next step sells your service. Let me give you a quick example. I was recently trying to get people to join my online community and I was sending out emails, sending out messages, posting about this, and very few people were joining. Now, this used to work last year, but it's not working right now. So instead one weekend I just came up with a quick idea to do a webinar. I said, I'm going to sell this instead. It's a free online event where you're going to learn X, Y and Z. Hundreds of people attended that and then multiple people from there bought into the online community. So in one hour I was able to accomplish what I previously couldn't do in the last 60 days. So on one end you've got your content, on the other end you've got you getting paid. Massive gap in between. I'm going to give you the six step process to bridge that gap. Let's get into it.

So the first step is you need to pick what you're going to offer these people online. Now what you want to do is look at the problems that they're facing, look at the difficulties. If you can research this online or you can ask your clients and just put this together, even AI can help you with this. But make a list of the problems that your potential clients are facing with whatever it is that you offer. So I'll give you an example. For real estate, I would look at what are buyers facing, what obstacles are they facing in today's market or in the content creation space? I would look at why aren't people making these videos, what are they? Why aren't they getting conversions? What are the things they're struggling with now? I would list out things that I could do to help them with each one of those problems. So just pick about three or four of these and then list out how you would solve those issues for that potential client. Now you're gonna pick a format for how you're gonna help them with this problem. I love doing webinars because you can get everybody in a single online space and then you could teach them a process, break Beliefs go through the whole process as a thing that you have to take them through. During this webinar session, I like doing a 30 minute session or up to an hour session and then I will make an offer at the end for the next step, which is actually working with me or joining a community, joining a program. There's a study from Google that says the average viewer needs 7 hours of content with you to fully trust you and make a buy. Now here's the thing. When you can get people on one of these conversion events like a webinar, you can compress time so you can do the work of seven hours within one hour. It definitely helps to have people seen your content before. So this is why I love making top of funnel content that doesn't have any call to action. We can get into a strategy on how you can do this, but the most important thing is to make videos that people want to watch. Like there's going to be some content where there is no call to action. All I'm trying to do is get top of funnel awareness to what I'm doing and how I could help people. So again, this process is going to be a webinar, but it could also be a longer video that you shoot just like this. It could be a YouTube video. It could also be a PDF guide or some sort of resource that you're giving people. The point is, it actually has to be valuable. I want people to say, hey, whatever I got from Neil, they left better off. Whether it was something that they read for me, whether it's a video just like this that they watched, or whether they came to a webinar and they spent 30, 40, 50 minutes with me on Zoom, they're going to leave better off whether or not they work with me or not. You have to understand that most people are going to take this resource from you and never hire you. They're never going to work with you. But because it's so valuable, more and more people are going to want to attend this thing. This is the secret sauce of marketers. The best marketers on social media, the best content creators are not looking for sales, they're looking for signals. Right? Well, I just want you to raise your hand. If you raise your hand, I can give you something. Now I'm developing trust with you. Now we're getting to know each other through the process of me teaching me showing you my expertise, me showing you how I could help you. And then a certain number of those people are going to eventually work with me in any given market. I could count on one hand the number of people who are doing this effectively. And so if you do this really well, you just completely dominate the competition. Now, step number two is going to be the thing that people just skip over, but it's one of the most important parts and that is to name the thing that you're offering. So if I'm offering a webinar, if I'm offering a resource, I need it to be outcome based. It's really bad when you just name the resource something about the process. So just imagine that like people are interested in an outcome. Think about this. They want. If right now you guys are watching this video, you want to get more views, you want to get more clients from your content, you want to get paid. That's what I'm starting with now in the video, I'm getting into the process of teaching you how to get there. But I don't lead with the process. I never lead with the thing. And this is a big mistake we make as entrepreneurs and content creators is we get so caught up in the thing that we're talking about the thing because we're excited about it. But people don't care about that. They care about the results that you're going to get them. So for example, going back to a real estate example, I see so many people in my industry, they'll talk about, hey, come get a first time buyer class. Well, that sounds like work. That sounds like going to school. I was already at work all day. I definitely don't want to come to a class. But think about this. What if we called it the seven steps to getting a home under market, Right? The seven ways that you can get a deal in today's market, These biggest mistakes that people are making and how you can avoid them. This is now outcome based. I don't want to make those mistakes. I want to save money. I want to make money. Those are the things that people might be interested from this audience. So let's say you're teaching people social content strategy. I would definitely not call this social media training. I would call this a way to get clients from Instagram even if you don't have followers, right? That's an outcome based title that people are going to be interested in. And this applies honestly to every industry, every single offer. Just think about how you can make the name of the thing more attractive so that way people actually want it. I just put together a resource where it was the seven ways that you can use seller credits to purchase a home. And on average this saves people $15,000. That sounds way better than me just giving you a guide or playbook, right? So think about this and apply it to whatever it is that you're offering. Even if it's the name of the webinar, right? Even if it's the name of the guide or the video. In this case, right now, if you're watching this video on YouTube, we've come up with a few different titles and the title that we went with was the one that would be most attractive to the audience. Because if it's not packaged correctly, if it's not titled correctly, it doesn't matter how good the video is. The best content doesn't win. The best packaged content wins. The best titled content wins. If the first 30 seconds of this are not good, there's no way that you know that the 20 minute mark and the 30 minute mark are going to be amazing because you're gone right away in the beginning. So think about this and this will be probably the highest leverage piece. It takes the least amount of time, but most people skip it. If you do this correctly, you're going to have a much higher chance of success. Step three is going to be really important if you're doing a webinar, which is the preferred thing I'm teaching right here, because it gets you the most business, right? Step number three is to invite way more people than you think. Like, this is a huge thing. I saw, I talked to a group the other day and they told me that the number one reason why they don't want to host one of these webinars is because they're afraid no one's gonna show up. And so I was just telling them, look, if you invite enough people, if you have enough people opted in, then that risk goes away. You should count on 40% of the people who sign up actually showing up to a free online event or webinar. Now sometimes you can do certain things with the title, with the follow up strategy to boost that number. I've actually got 50, 60% of the to show up in certain cases. But for a rule of thumb, I would say if you have 10 people signed up, you're only getting three or four there. If you got 20 people and so on and so forth. So just think about, like, if I want to make certain that this is not a dud, if I want to make certain that I have at least 20 people, how many people would I need to get opted in to this thing? How many people would need to be signed up for this thing now? How many people would I need to invite in order to get that many signups. And so you just kind of work backwards. Think about your outcome. How many people need to be opted in, and then how many people would need to be signed up or see this before they would actually go through that whole process? If you do this correctly, you're going to not fail. Now, the other thing that comes up a lot is in the beginning, if you're not really good at this process, you probably don't want a ton of people on your webinar for the first time, right? So there's no failing in this. There's no losses. It's just lessons, right? So I would think on my first one, even if I didn't get a lot of conversions, it's really important for me to just go through the process, go through the presentation, make the pitch right, go through how I'm going to structure all this. And we'll do a separate video on specifically how to structure your online webinar to get the most sales. Let me know if you're interested in that. Drop a comment below if you want us to make a video about this. But there's a whole process you can take people through. But the first or second time I'm doing this, I probably don't want a hundred people on the call. I'd be way more comfortable with like, 12. And honestly, for the first time, I think I had, like, three people on one of these. Now we get hundreds of people. Certain things, we get thousands of people. But in all cases, it's going to be reps that make this more comfortable for you. I love doing it online because you can have your notes, you can mess up a little bit, and there's a lot more room for error. If you're doing this live from a stage, you have very little room for error. Like, you have to nail it because the audience can see you. And every kind of mistake is really magnified on stage. That's why I love doing it on Zoom. So I hope you're enjoying today's podcast. I want to quickly tell you about something that's really helping my audience. Once a week, I send out my Forward Focus email. This is one tip that's going to help you move the needle in your business, your personal brand, your content strategy. And honestly, I have never received this much positive feedback from a single piece of marketing ever in my whole career. So I know this is really helping people. It takes you about 60 seconds to read and just gives you that clarity in a world of all this chaos and noise. So if you want to get access to this week's issue and get this every week from me. Just check out the link, it's in the description below, and I'll shoot it over to you. And for now, let's get back to the episode. The bottom line with signups for webinars is if you're concerned you don't have enough signups, you simply didn't invite enough people. And on this note, I'm going to give you a hack that is crushing, especially for beginners. It's going to be inviting people one to one. When I did a podcast with Gary V. Like many years ago, I asked him for the number one tip that he would give me based on where I was in my content creator journey. He said to scale the unscalable. And so I was like, well, what does that mean? Right? He's talking about scalable things, which are content ads. All these online marketing things. Unscalable is like me calling you, me sending you a personal video, me sending you a personal dm, a voice memo, right? That's typically not scalable. But if you can figure out a way to scale that, you're going to win because it cuts through all the noise. So I'll give you an example. I wanted to fill a large in person event. I was posting the videos, I was sending out the emails, I was doing all this stuff and very few people were signing up, right? So I did two things. I implemented what I'm teaching you right now, and we ended up doing a conversion event. So instead of selling the event, the live in person event, I sold a webinar which was to announce the event and to tell you all about it and to offer you a special deal on attending. When I did this, I ended up selling half the tickets an hour. So this usually takes months and I was able to accomplish it in 60 minutes. So that was, that was victory number one. Now the second thing I learned was the people who didn't buy, now I have to go reach out to them one by one. So what we did was we took that list of people who were now aware of this and they were excited, but for whatever reason, they didn't buy a ticket. And I personally sent hundreds of messages to these people. I sent videos, I sent personal DMs saying, hey, it's Neil, I wanted to personally invite you. Hey, hope you saw this or maybe you missed it, but I just wanted to personally invite you. Here's why. I know you would really get a lot out of this. Here's what's really important for you. And what ended up happening is I ended up selling the rest of the room out by doing something unscalable. So if you're struggling with getting people to attend or getting people to take advantage of your resource, just personally give it to them, like shoot them a dm. If they, if you saw that they commented, you saw they liked. If you saw that they attended something or opted in, send them a message and follow up. So many people told me that the reason why they came was because they were personally invited. Now, I know this isn't scalable, but it's a way that you can actually get this done in the beginning. Now the next step in this process is in the actual resource that you're offering. Whether it's a longer video, a webinar, or a guide, you want to structure the content in a way that shifts their belief about the thing, right? So it's not just going to be teaching, it's not just going to be a list of facts. You want to actually change the way they think about it. The most powerful people online have changed your perspective on something. Think about it. The people that you look up to the most, the authors, the influencers, right? They change the way you thought about X. So you need to do the same thing with your piece of content or webinar or guide. So when you structure this, think about what are the beliefs that they have about the thing before you even teach them, right? So they have preconceived things. So you're not just trying to educate them, you're trying to break the belief of, like, here's what my parents taught me, here's what I've learned all along. Here's what I've heard from the news. Now, that could be completely false. And that's going to make them close to whatever it is you're teaching. So you need to break that belief in the content. So this is what I really like to do in, in the, in terms of framing, right? In terms of how we do an introduction, I'm going to establish a problem and why this is so important, right? That makes you much more willing to listen to all the things I'm about teach you. Like in the beginning, I told you, hey, in this video, the way that people are selling online is dead. It's changing. Unless you want to be completely smoked by the competition, you better learn now what to do. And so now I'm teaching you what to do. Without that frame, what I'm teaching is less valuable to you, right? Because you may not Even be interested. You might have clicked away, but the framing actually sets up why you would stick around. And then it also greatly influences the value of the content that I'm teaching right now. You now have a different perspective about all of this. Basically, you want them to leave the training thinking, man, Neil really changed the way I thought about this. He changed my perspective on blank. When you do this correctly, it's going to make the sales process much easier. So now we're going to move on to step number five, which is making the offer. And this is where I see people drop the ball. This is a huge mistake. They change their whole energy, right? They change the way they're talking because now they're in sales mode, and so they sound salesy. If you do that, it's going to bomb. Honestly, I made this mistake myself, and so I don't want you guys to do this. What you want to do is keep the same energy. It should just flow. So it's kind of like this. If you liked what I'm teaching you, then you're going to love this, right? It should just move like a continuum. And so I'm taking you from A to B on this call with this resource, on this video. And then now the next step is if you'd like to learn more, if you'd like to work with me more on this, if you'd like help implementing this, here is the logical next step. It shouldn't even feel like a sale when you're doing this correctly. It should feel like more of an invitation to the audience. One thing I really love doing is, is if it's a webinar, I will tell them that I have something special for them at the end. So I'm letting them know right up front that, hey, I'm gonna teach you number one, number two, number three. And then, hey, at the end of this call, I have something special to really help you. Or I have something special for a few of you on this call. And I might even ask them on the call, hey, is that okay? Does this sound good to you? Give me a yes in the chat if you're good with this, and then people will agree. So now when I get to the part where I'm about to sell or pitch them something, it's not awkward. I've already told them this is coming, and they know it's coming. The other thing that's really important in your presentation, and it could be during this pitch, is to show them testimonials. You need to break beliefs by showing them. People just like them who got the same results. So if I'm selling homes, right, if I'm teaching people how to buy and find these deals, I want to show them the families that I've helped recently. Hey, look at this property, look at this family. They came to me with this problem. They didn't even think they would qualify. And then the crazy thing is we ended up getting them this deal. Now this is a subtle thing you can do with every single testimonial. It's not just about the numbers, it's not just about the deal they got, the money they saved, or if I was helping business partners, how much money I made them, that's cool and that's really important. The bigger thing is how it made them feel, how it changed their life. And so if you have any evidence of this, a text message, a testimonial or something like that, that would explain men. I love the money I made or I love the result I got. But more importantly, we've never been happier as a family here. Or you've helped me so much in this area of growth, or I've never been in a more structured or more safe place here because of what I've learned from you, right? So there's all these things that are just bigger picture items. And honestly that creates a feeling in the audience that would make people actually want to do the thing, right? So it's not that. Just it makes sense logically. It's like an emotional decision as well. But most buyers are not logical buyers. They're emotional buyers, right? They have to feel like moving forward. If they feel like it, they'll do it. If they don't feel like it, they won't do it. It's really basic explanation, but it's so true. And the last thing I will say on the offer section is let them know why you created this. So I'll give you an example on real estate, also give you an example on business partners. So for real estate, I might say, okay, the next step is to do a one on one strategy call. One of the things that all these people who I've just showed you had success through is they created a plan. They didn't just wing it, they actually had a plan. And so we sit down with you 10, 15 minutes with our team and we do XYZ, you will lead this call with this. It's very important that they understand you will leave with X. So that way they know it's not a waste of time, how much time it's going to take. It should be Low time commitment, because if it takes longer, that's great. But you don't want to overwhelm them up front with a big commitment. So I would tell them what they're going to get. Now, if it's a business partner, like we're selling a program or service or course or something like that, I would let them know very simply what they're going to get from this. I would think no more than three bullet points and one clear outcome. Again, you will leave with X. You will leave with this skill or this resource or this. Done. Now they understand clearly. The biggest mistake I used to make when I was pitching something to both consumers or business partners was I was overwhelming the audience with this long list of things. I thought the more things I tell them, the more valuable they would think it would be. And then more people are going to want to sign up. And it had the opposite effect. People are like, oh my God, I'm not ready for this. And then they just back out of the whole thing. So remember, keep it simple. You can get into all the complexities later on, but in the beginning it just needs to be very simple. Like, here's the next step, here's what you get, and then here's how to take advantage of that. It's a very simple, like one, two, three step process. Now I see a lot of people offering scarcity as a way to get people to take action. And this is very effective, but you need it to be real. When people can sniff out that the scarcity is fake, like if you say two spots, but they know that you can do 20 spots, then that's going to work against you. And so you're going to lose trust right away. So when you think about making a scarce offer or using scarcity, I would think about like, what's the real honest answer? So for example, if I'm offering strategy calls or sessions with buyers, I will say, I allocated this much time on Thursday and Friday. Here's the number of slots we have. That's not a BS thing, that's an actual thing where if we really wanted to serve people at a high level, we could serve four people a day on those today. So now I have eight spots. If I'm hosting a workshop, this is the number of people that we could do and provide a high level of service with that great outcome. I told you. So we can only do 10 people, 20 people. Now if it's an online program, you can offer a special deal to a certain number of people. You can offer a special resource and that can get people to make a move, but you just have. You just definitely need to make sure. But you definitely need to make sure that the scarcity is real and you follow through. And it's not just a marketing gimmick because when you do that, you lose trust and you're starting off the sales process by BSing people, which is just a bad look for you. Okay, step number six is the final step, and it could be the most important is to follow up. The fortune is in the follow up. Think about all the people who attended, the people who opted in, who didn't even come to the thing, the people who downloaded the guide but never even read it, right, They've given you this signal that they're interested in, but for whatever reason, most likely because they're just too busy and the world's too noisy, they did not take action, they did not take the next step with you. This doesn't mean that they're saying no to you. I used to think that people aren't interested. No, they just didn't get enough info or they didn't even show up. I thought that when somebody doesn't sign up for something that they're saying no, it's. They didn't even know it existed. They. They just didn't even think about it. Some people seeing an ad or seeing an impression, seeing a piece of content that doesn't stay with them, they need to see it seven times. They need to keep getting contacted, right? So you can take advantage of this to as much or as little as you want. But I have found that the people that do this properly are the ones who are getting the most clientele. So going back to my example of that event that I wanted to fill, I ended up following up, right? These people gave me the signal, they raised their hand, I'm interested in learning about this, but they didn't get a ticket. So now I'm following up to make them a special offer to personally invite them, maybe give them a bonus, right? When I did this, I got the result I was looking for because I'm talking to the people who already express interest. This is not cold calling. This is like lukewarm or warm calling because you have the signal. This is also called permission based marketing. Hitting up people cold is almost dead, right? It's very difficult to cold call people or cold email people with all the spam filters and even the filters on new iPhone and Android. It's like spam calls are getting just completely blocked from people's phones, right? So you have to think about. If you're trying to do cold outreach, it's just going to continue to be an uphill battle. If you're going to do permission based marketing, that's where all the gold is. Because these people have already given you the signal that they're interested and they've basically given you permission to follow up. If you choose not to follow up, you're just leaving the money on the table. So these are the six steps that are going to allow you to turn viewers into clients. Now there's a whole content strategy and I have other videos on this. You can check this out. But this video right here of what I've been teaching is actually a meta example of what I'm telling you to do. Right? I've just taught you a framework and then if I wanted to, I could ask you to join something right now. Like I could sell you something right here. And this would be the exact thing that I'm telling you to do, is to teach, give value and then offer your service. We don't have anything that we're offering in this one. I just wanted to give you the game. But I will say this, there are links in the description for our programs and for my email list and there's other free resources that I offer. So if you want to check that out, you can get follow up information that's super valuable on this video. Now if you have questions on any of the six steps that I laid out here, just leave a comment because I read every single one of these and I want to make future videos on the things that you guys are struggling with, the things that you really need help with to move the needle with your content, with your business. And so drop a comment. I will check those out and then we will see you on the next video.