The Easiest Way to Create Content That Gets You Leads

If you're creating content for your business, views alone are not the goal. Clients are. And those 2 things are not always connected. I mean, some of my most viewed content has made me barely any money, quite frankly, while videos with a few hundred views have landed me $10,000 clients. So today I'm going to show you how I create content designed to attract the right people and turn some of them into leads and clients. Now, the first thing that we have to do is start with problems, not content. Do you ever find yourself wondering what you should create content about and running out of ideas or overfixating? On a specific idea that you could turn into a piece of content, that is a problem because when this happens, we're thinking more like marketers rather than business owners and coaches trying to actually help our people. We're trying to make the marketing gods happy and only shifting beliefs and never actually teaching people things because we're afraid that if we teach too much, nobody's actually gonna buy from us. If you've been in the marketing space or trying to market your business for any time now, you've probably seen people like Russell Brunson who are telling you that you have to shift beliefs, do the perfect webinar, and all this kind of stuff. And if you look at it, it's hard because it feels very fluffy. It doesn't feel like you're actually teaching people stuff. But on the flip side, you don't want to teach people too much because if they feel like they have everything or enough even, they're just going to go run with that and then they're probably not going to get the result. And you didn't actually get to help them because real transformation and change comes from repetition and feedback and consistency, which is where you come in as a coach. But at the same time, we have to create content that brings people to us. So how do you balance this? Well, instead of asking, what should I post this week or today? Start asking, what problems is my ideal customer trying to solve? At the end of the day, our business exists to do one thing, which is to solve our clients' problems. And people go to the internet like YouTube or Google or ChatGPT because they are dealing with a specific problem that they need to work through. And when your video or your post comes up, you get to actually help them. But we as the creators have to think about what are the problems that our people are experiencing and looking into trying to solve on the internet. So to help you do this, I wanna show you a document that I put together that's been a game changer and just really simplified this stuff. Because even though I know what I'm doing and what I'm talking about, if I try and keep all this stuff in my head, I end up forgetting things or I overthink things. I'm a kind of guy who's gotta have it out on paper. So what I would recommend is for you to go to ChatGPT or Claude or whatever AI tool that you use and have it help you create a document like this. So basically what I did was I brainstormed the various areas that I can help people in regards to my audience, which are coaches, experts who want to grow their online business. And the big areas that I have are like offer creation and pricing. We have getting clients, sales, audience growth, content, YouTube, lead magnets and emails, websites, funnels, digital products, scaling, freedom, simplicity, and just regular common questions, doubts, objections, those kind of things. And under each one of these categories, I have a question. So how do I figure out what people will actually pay me for? That goes around offer creation, pricing. I could even make it like picking a niche could be a specific category. I just kind of put it all under offer creation and pricing. My audience wants to know what could I coach people on or consult them on? How do I know if my niche can actually make me money? Is what I know actually valuable enough to charge for? Or How do I take the 10+ years of experience that I've put into being a great chiropractor and create content or build like a $10,000 offer around that? So having this document with literal pain points that are just proven pain points inside of my industry give me content ideas. And this is where we need to start, not by chasing what everybody else is doing or looking at the Hormozis, what did they post? Maybe I should just post that. That's not the point because their audience is different than yours most likely. So AI is super helpful because AI does have incredible access to what the most common problems or questions that your audience probably has. It's worth having a conversation with AI to just tell it who you help, what you help them do, and have it create a list. But the best thing you can do is just listen to your people. Now what I'd recommend is that you pause this really quick and go over to AI and just kind of get a first draft of this. with a ton of different problems and I bet you, you'll look at it and think, I can answer that, I can answer that, I can answer that, and that's the first step to creating killer content that gets you more leads. So once you've got your doc, the next thing is that we have to solve one problem, not everything. A huge mistake that people make is trying to solve too many problems at once in their content. I was just in a call with my accelerator clients and one of the clients mentioned that after talking about this training, just kinda running it by them before I shot it right now, He was like, oh man, I look at my video and the different points that I taught in the video could have been their own specific videos. He was trying to teach too much at once, which is either going to overwhelm people or make them feel like, I have enough, I'm just going to go try this, and then they go back to their old patterns. So instead, we want to have this big document of all these different questions and pain points that your audience has and just pick one. From your idea bank, not 5 related problems. The goal with the content and helping you get more leads is by going narrow and deep. And I want to show you why that works right now. So let's imagine that this is your YouTube channel. Now, really quick caveat, this applies to social media content, podcasting, YouTube, public speaking, anything like that. It is about solving your people's problems so that they see you understand them. And they see that you're competent enough to actually solve the problem. I personally love YouTube because it's long form. Your content builds off of each other. It doesn't just disappear, you know, 24 hours after you post it and it lives on forever. And then people can also watch one video, binge another one. It's long form, so they end up spending way more time with you, which is really important for them to build enough trust with you to want to pay you $3,000, $5,000, $10,000 or more. So throughout the rest of this, I want you to be thinking about YouTube, podcast, deep dive platforms because that is where the money is made. Fight me about it. So this is your channel. Then I want you to think about having a list of different videos, which will be these little squares right here. Now, when each video solves a key specific narrow problem deeply, what happens? I can look at your channel and be like, this is made for me. I wanna learn how to monetize my expertise. On the internet. So then they watch one of my videos about picking a good niche. They watch another one about creating a great offer, another one about landing a client, and another one about building their email list, or it could be about creating content. And in each one of these videos, they are actually getting a result. They're actually getting clarity and actually making moves. Because if you recall from my little idea doc over here, I have 12 different categories that I could go really deep on, and each one has a list of about 10+ questions that are all individual topics. Okay? So the chances that somebody is going to land on my channel, watch all of my content, implement everything is very low. But if somebody does, props to you, you probably should never have hired me in the first place. And what happens though is that even if people don't take the action by watching your content or consuming each individual piece, Because you are hyperfocused on deeply solving a persistent problem in each video, people will either think like, wow, that helped me, or this person gets my problem and my business and scenarios, but I don't want to do this by myself. I need their help. And then they can reach out to you. So if I make a video that's like build your entire online business, that's a little too big, even though I could make that video and it would still be valuable. A lot of people are doing like these 2-hour, 3-hour, 6-hour deep dive courses that cover everything. But most people aren't going to watch the entire thing. So a better video for me to make is how to create a landing page that gets you leads. Someone can watch that video, go create or adjust their landing page, and then start getting leads. And they think that I am the best person in the world because I actually helped them. I didn't have to do all this NLP dancing to try and get around them and manipulate them to buy my thing. I just showed them, look, I'm— I can actually help you. So your job is to make someone leave thinking that solved The thing that I came here for. That's what your content should be doing. And then with YouTube or a podcast, you are building this massive library for people to pick and choose their journey until they're ready to move forward and hire you. So once you've built your idea bank and you have a wide range of different problems that you can solve, you pick one to solve for the week or the day. Then the next thing we have to do is package the problem. You can have the best content in the world, but if you can't get people to click on it, you will always be the world's best kept secret. Having a valuable idea is not enough. People have to recognize the value before they click. Taki Moore is a mentor of mine and honestly an absolute legend in the coaching space. But look at his YouTube channel. In the last year or so, he has gone all in on YouTube and it's completely transformed his business. Just goes to show why I believe in YouTube. But if you look at his content, look at this one, Stop Prospects No Showing. He is addressing the problem of people not showing up to your calls. It is a massive problem that people have to deal with. In this space. So he's going to illustrate that problem. But I can look at this and be like, yeah, that's my problem. I want to stop prospects no-showing. Sales calls are dead. Do this instead. What am I going to do instead of a sales call? How else do you sell coaching? How to sign clients in the DMs without being creepy. And then the thumbnail is $3 million a month in the DMs. Finding the problem that you're going to solve is one thing, but making it truly attractive is another thing. And the way that we do that is by taking this problem And packaging it in a way where people have to think what, why, or how. This video, for example, how to sign clients in the DMs without being creepy. $3 million a month in the DMs. How do you make $3 million a month in the DMs and do it without being creepy or spamming people or using bots and all this kind of stuff? I need to know because I'd love to solve that problem. I've been trying to DM people. This is the conversation that goes on in someone's mind. Before they click on the video. And because they're asking at least 2 to 3 questions about what, why, or how, they need to click on the video. And because you're solving a targeted problem that your specific audience is dealing with, like in this case, selling clients in the DMs, the perfect person has to click on the video. So take the question or the problem and then package it around the desired outcome, curiosity, pain, anything like that, but get people curious enough to where they need to click on it. The better you understand your audience, the easier this will be, because you know what makes them tick. You know what they're complaining about on a day-to-day basis. So the more people we work with, the more conversations we have, the more surveys we run, the more we email our list and get responses back, listening to your people is a game changer because they're gonna tell you what is good and what's not. Now, there are a ton of ways that you can find really good packaging to model. You can totally look at other channels like Taki or Alex Hormozi or whoever else on the internet. And just kind of steal their packaging and try and match that over to whatever problem you're solving. But to save you a ton of time, I put together 50 catchy title formulas that get clicks. Now I give this document to all my private clients to help them kickstart their content game, and people have been landing clients from these exact formulas. So here's what it looks like. Basically, there are 5 different categories. Each one has 10 different titles and you can see like how a pro blank actually achieves, makes, does blank. And I give you a little example how a pro golfer actually grips their club. If that is a problem you're solving, that's a really catchy way to package it so that people are like, well, I want to know how the pros do it because I'm gripping my club the wrong way. It's a problem. How do the pros do it? They want to click. You get the idea. So this is my gift to you. Basically, take that problem, the one problem you're going to talk about for the week, Look through this document and then you can just match that problem to whatever formula makes the most sense. And then you have a killer piece of content that you can create. And if you're doing YouTube or podcasts, that's one video or post per week is pretty standard. So if there's 50 of these, that'll give you at least a year's worth of content and you can recycle the same formulas for different topics. So again, I'm gonna link this right down in the description, or you can visit profityourknowledge.com/titles. My gift to you. The problem gives you the inspiration, the packaging gets the click, and now the content has to deliver on the promise. And that leads us to the next point, which is to solve the problem. Another mentor of mine is Graham Cochrane, and we were on a call yesterday and he just hammers this home in just about every single call. He says coaching sells coaching. The way you build a successful coaching business is by actually helping people. Go figure, right? The problem is that everybody seems to be caring more about sounding like a great marketer than actually helping their people. They're trying to make the perfect page and do all this stuff and impress Russell Brunson and bow at his knees. But in reality, your audience is just looking for some help. Your content needs to deliver on solving actual problems, which is why we are going focused and not trying to solve the entire big massive problem in one video. The best tip I can give you is to not withhold the answer because you are scared that people won't buy. Just focus on solving this one narrow problem Very deeply. Don't withhold the good stuff because you're scared that people won't buy. Just focus on solving this one little problem. Here's how you can do it. So let's imagine that this is your long-form video. There's no perfect length. People ask me that all the time. As Alex Hormozi says, there's no such thing as too long. There's only such thing as too boring. So here's how you can make a video or post not be boring. Now, the very first thing is the first 30 seconds of the content, right when people click on the podcast episode or the video, you need to do 3 things. You need to hook their attention. And the simplest way you do that is when you use my 50 catchy title formulas, just restate the title. If it's how a pro golfer actually grips their club, right when they click on the video, you say, in this video, I'm gonna show you how a pro golfer actually grips their club. It's that simple. What this does is let people know that they are in the right place. Next is credibility. So people need to know, why are you uniquely qualified to teach me about this? Why should I listen to you? 'Cause there's a lot of options on the internet. So just give 'em a quick sentence or explanation or something That lets people know you are worth listening to on this topic. And then the last thing is the setup. Basically, you just need to say in this video or in this post, we're gonna cover blank, blank, and blank, and just tell 'em what you're gonna teach 'em and how you're gonna solve whatever the problem of this video or post is. All 3 of those things should happen within 30 seconds so people see they're in the right place, you are worth talking to, and that you are going to deliver on what you are promising in this post. The next thing is we have to think about what are our key points gonna be, and basically What's the problem? How can we get them to a solution in 3 to 5 steps? That's how I usually think about it. So pick your 1, 2, 3 steps, and what are the 3 to 5 steps that we can share to get them from point A to point B with whatever problem we're promising to solve in this post? And then the last thing I always like to do at the very end is point people to another related video. This is typically for YouTube. It's a little bit harder to do with podcasting, but you could link to the other episode in the show notes if you want to do that. If you watch any of my videos and all of these other big people who are taking YouTube seriously, they're going to deliver on one specific topic and then at the end they say, hey, by the way, this is a great problem you just solved. Now go solve this one because it's really important too. And what this does is one, help them a ton, but also create binge sessions where people binge watch 5, 10 or more videos over the span of days, weeks, or months. And then they're thinking, I've spent so much time with you, I feel like I know you. And better yet, I feel like you know me. So when they book a sales call or sign up for your workshop or whatever it is, they're pre-sold on you. That's the power of long-form evergreen content. Because again, when you approach it in this way where we are solving small micro problems in all of our different videos, one, Problem creates some trust, but then they watch another one and then another one and then another one, and you're solving all these separate problems. So they're thinking, wow, I'm actually making some progress because they are. And what happens is trust compounds. 5 genuinely helpful videos can make somebody think, I've been binging your content, it's helped me a ton already. And if you're giving this much away for free, what would it be like to hire you? Your paid offer isn't valuable because your free content is incomplete. That's not how I wanna grow my business cuz it's not fun for me. And then I'm thinking too much about being a marketing Instead of just helping my people. Your paid offer is valuable because you actually help them solve the bigger transformation faster, more personally, and with more support. So the way to think about content versus your paid stuff is give away the information and then sell the implementation. If you want me to actually sit down with you, write out your hook, your credibility, your setup, all your 3 points, plan out your whole entire system, give you all the resources and work with you on this, I'm gonna charge you for that. And some people will never buy anything from you and still get helped by your free content. That is a feature, not a bug. And quite frankly, if they can get the result without hiring you, they never really needed to hire you in the first place. And to me, that just feels awesome. I love when I get an email from someone that says, James, I feel kind of guilty for not paying you because your free content has helped me so much. I say it's all good. Just tell other people about it and they'll come over and it helps my business grow. Now, content alone is not enough to consistently get clients. You're also going to need a way to turn those viewers into leads. And one of the easiest ways to do that is with a really good lead magnet. And no, that does not have to be some giant 47-page PDF. So watch this video next and I'll show you how to create a simple lead magnet that actually converts. If this video is helpful, please like it, share it with someone. That really helps boost the channel. And of course, take what you learned here, get out there, make something happen. I'll see you in the next one.