How to Create Relatable Content Without Getting Too Personal

Welcome. I'm Steph Wright and I help online coaches scale to $100,000 months. In this video, I'm going to break down how to create content that connects with your audience and feels vulnerable without turning your Instagram into an oversharing personal diary episode where we're crying online. This is the exact framework that I personally use and that we teach our clients inside Success School, regardless of whether they're coaches or agency owners, in order to build trust and connection with their audience without turning their Instagram into some sort of cry festival. This is the exact framework that I've personally used in my own Instagram, but also that we share with our clients inside Success School, regardless of whether they're coaches or consultants or even if they own an agency, in order to build more trust and connection, get more engagement and turn that engagement into paying clients, all without needing to cry on camera. Now, I've got a three part framework that I use to do this and I'm giving that to you for free. So in order to access a three part framework, plus a couple of examples and prompts that I've given you to be able to make sure you can implement this training as easily and effectively as possible, no matter what your industry is. So in the description below, click the downloadable and get access for free. Now I've created a downloadable to go along with this video where I share my three part framework, some prompt guides and exact examples that you can use right now in order to implement this training into your Instagram to get more engaged. So the proof that this works, other than the fact that I personally do it and have never had to cry on camera or put up any photos of me crying or talk about any of my trauma or any of those things, is that one of my clients, Indy, who's a website designer, she knew she needs to make content that converted and connected with her audience, but she didn't feel comfortable sharing her personal stories or struggles online. With our three part framework, we helped her shift into storytelling mode that builds connection without crossing the line. Within three weeks, her engagement had doubled. She had people reaching out going, oh my God, this happened to me. Weeks later, she's doubled her revenue. I think there's a bit of a myth online that, you know, we have to be overly dramatic or incredibly personal in order to create content that connects and converts, because that's the sort of content that typically goes viral, gets a lot of shares, a lot of feedback. And so we see that online and we think maybe I, I have to do that too. But honestly, it just felt cringy and icky for me and I didn't personally want to do that. I imagine if you're watching this video today, you probably feel the same. So this is the three part content framework. This is what we teach inside Success school to help our clients balance connection and control without feeling overly emotional. So it's three parts. The trigger, the shift, and the takeaway. The trigger is really starting with a feeling, a thought, or a moment that your audience might experience. So I'm using a fitness example today in this video, even though I don't teach it. But a lot of our clients are fitness coaches. So an example of the trigger might, might be. I remember standing in front of the mirror one morning, pulling at my top, wondering how I'd let it get this far. I wasn't lazy, I wasn't unmotivated. I was just over the yo yo diet starts again Monday routine. The reason this works is because it brings people into a moment that they probably had themselves. I think most people in the world have had a moment where they looked in the mirror and gone, oh, how did we get here with their fitness? Okay. And so the trigger is like really, like I said, a feeling, a thought, or a moment that your audience is likely experiencing. Then we go into the shift. So then we share what changed. So the example, I stopped chasing perfect weeks and perfect macros and I started focusing on non negotiable workouts a week, that's it. Just three sessions that I could stick to no matter what. And that's where my momentum started. Okay. And obviously in between the trigger and the shift, there may be a little bit more storytelling. Okay. Um, and then lastly is the takeaway. So this is where you kind of talk about the trigger. The thing that happened, the way you felt, the moment that you realized you talk about the shift. What changed, what you did differently? Now it's all been all about you. Right. Or it could have been all about a client. So how do we turn this is. Now it's something valuable for our audience? Well, we give it a takeaway. So what can they do with this? Or what's the takeaway? Or teach? So an example is you don't need a per. The takeaway is you don't need a perfect meal plan or a six day split or a full reset and you know, telling them they have to go and do this full diet, blah, blah, blah, whatever. That can be a takeaway. You can also amplify this takeaway with a giveaway. So something like comment the word, you know Train below and I'll give you a three day training plan to get started, something like that, Right. And so you can start to generate leads, warm conversations from there as well. Okay, so that's the three part content framework. Now you're probably having questions about that's awesome, Steph, but how would that work? If I'm a website designer or that's awesome Steph, but I'm an accountant, so how's that going to work? Or that's awesome Steph, but I'm an online business coach, so what kind of content do I share? Well, luckily for you, as you can see down here on my tabs, I have given you guys three prompt examples for fitness coaches, business coaches, accountants, and website designers. Okay? If you're none of those things, that's totally fine. You should still download this document anyway because you're going to see lots of different examples and ways of doing things that you will be able to plug and play into your own business. So I think that there's some really important tips that you need to keep in mind when you're creating content on social media, especially the vulnerable or trigger style posts. One is just don't share things you haven't processed. So if you're still in a very emotional, messy middle of something, it's probably not the right time to post about it online. So I wanted to give you some examples of relatable but not too personal Posts are ones that I might use. Something like, I almost quit last year, not because it wasn't working, but because it was growing too fast and I didn't have the systems to handle it okay. Or I used to think I had to manually post every day to stay relevant and connected. But then I built a system that actually made posting easier and my engagement went up. Or I remember feeling like a fraud every time that I raised my prices. Here's what helped me to stop undercharging. These posts feel real and are real. These are exact moments that I may have had. They don't cross a boundary where you maybe feel like you're oversharing or something incredibly personal about your life. Your kids, your husband, your relationship. You don't have to share that stuff online in order to create meaningful emotional connection with your audience. There's a couple of tips that I think might help you here. 1. Start with the feeling. So how did you feel? Or how might your audience be feeling right now? Or maybe you've had a DM conversation with somebody and they've been like, I just feel like this. Start with that. Feeling to begin this post and a time that you also felt like that. The easiest thing that I do is I go voice to text when I'm writing these. So I will literally just open up my notes app on my phone and I'll be like, I was, you know, feeling really overwhelmed with the amount of work I had to do. And then I will just talk through using the exact structure and then what changed and then what's the biggest takeaway? Then I throw it into ChatGPT, I tidy it up, I give ChatGPT the structure, we work back until we make it the perfect post. You can record it as a video, you can do it as a carousel post. You can, you know, do it as a caption with a photo attached. It doesn't really matter. It's going to connect regardless of how you build it. One thing that I have created for you in this document, five prompts to get your trigger point. Because you might be sitting there thinking right now, I don't know how to get to the trigger point. I don't know how to make to connect with their emotion or what they're feeling or what moments they're having right now. And I understand. And so I've given you five prompts to get to your trigger point. So make sure you go and grab the downloadable. And again, I've given you four different types of prompts that will help you to uncover how this kind of content can work for you, no matter your industry. Now, if you start doing some storytelling content, I probably wouldn't do it every single day. I'd probably cycle this in maybe one or two times a week. But if you start doing this storytelling content and you're not getting DMs, you're not getting replies, you're not getting engagement, then it's not because your story is not dramatic enough or not interesting enough. It's probably because you're not actually sharing enough proof of trust, creating enough connection. So if you start implementing this, I'd recommend starting with one or two of these types of posts per week. I probably wouldn't go all in on storytelling because you do still want to position yourself as an expert. So this does need to be cycled through with expert content and proof content to make sure that you build enough trust with your audience about all things, not just who you are and what you stand for, but also, you know, what you can do for people and the kinds of results that people get working with you. But if you're looking for help building a system that grows your audience and your bank account, then I'd love to help you with that. You can DM me the word grow on Instagram at Steph Gordon, and I can show you how it would look to work together again. Thank you so much for watching this video. I hope you got some value. If you did, please like and subscribe. It means the world to me.