Content…

Copywriting…

Conversions…

What does it all mean? When I first started in the online space, I came in to write. In fact, I’ve known since the 2nd grade I was meant to be a writer - I was better at writing than I was at reading from the very beginning.

And I continued to write throughout the years. I’ve published 3 bestselling books since, and you’re hearing it first, I’ve got another one in the works, and a workbook that should be coming out the end of 2022.

So when I was feeling the urge to build a business, the thing I knew how to do was write and as it turns out, I was really gifted at copywriting, which for those of you who aren’t familiar, copywriting is content that is created for the purposes of advertising and marketing.

What I also discovered (some 14+  years ago) was that there was a great need for content writing. Which is the creation of relevant text for websites, social media platforms, articles, etc. for the overall purposes of attracting customers, clients, and prospects.

And as the year’s progressed, both types of writing developed in their own special way.

Copywriting became essential for online businesses because of the growth. Copywriting has taken the form of short form in many cases to keep up with the demand for online advertisement and also the changes in buying behavior of the online shopper.

Content writing has also gotten a facelift over the years. Again because of the boom in online business, content writing has become a staple in any industry, and it’s not just about writing about content anymore.

It’s about magnetizing your ideal clients to your brand, and doing so quickly. Which means you need to…

Know your ideal clients inside and out

Understand their motivations

Understand their thoughts

And be able to communicate that effectively

Both forms of communication are always changing and shifting for brands, and as entrepreneurs, I find it’s imperative to ask really amazing questions, and ask them often to their current clients, past clients, and incoming ideal clients.

Seems like a lot of work?

Maybe, but I’ve got something today that’s going to help with that and shorten the learning curve.

This is my Winning Conversion Content FormulaTM, and it’s my go-to when I’m creating content and copywriting. The trick is to start with the content creation first and then use pieces of it for copywriting.

First, we need to piggyback off of another formula…the:

CHALLENGE

SOLUTION

RESULT

The CHALLENGE is the obstacle faced that is holding back success. And we start with the most top of mind challenge and clearly demonstrate why it’s causing the headache to our ideal client.

The SOLUTION is what you solve for your ideal client’s challenge. In copywriting, I’ll look to identify at least one of the following solutions:

• Making money
• Saving money
• Saving time
• Saving a life

The RESULTS is where you communicate the type of results you get with the solution you provide. For example, let’s say you are in consulting and you work with sales teams in mid-size corporations and help them improve the amount of sales their team does during certain times of year. Your solution is to make the company money. The results you get could be…

• An improved sales process
• An improved lead generation system
• An improved win-back on sales gone cold
• An improved sales conversion rate of each of the team members over the course of 3-months

In the online space, social proof is needed to really hit home this results portion of the formula (and that we’ll talk about in a later podcast episode).

Now that we have the first piece, we can move into the Winning Conversion Content Formula, where (and you may have guessed this), we create content that converts your cold prospects into hot leads and eventually those leads into paying clients.

While this is specific to online marketing, this formula can be used in many different ways. For today, I’ll keep it to online marketing.

This is all about winning in two areas:

Winning your ideal clients emotions.

And winning your ideal clients' thoughts.

It’s a little counterintuitive, but bear with me as I explain.

Winning their emotions…this is where we start with an underlying emotion as it’s related to their thoughts. We start with the emotion as this is the part that is physically felt, and we need our ideal clients to physically stop their eyes from scrolling past our advertisement and content so that they can engage with our message.

We then move into winning their thoughts after we’ve engaged their emotions. We win their thoughts by using words that…

• Resonate with them
• Help them hone in on the emotion that triggered the thought
• And also help them make a connection between the emotions and the thoughts (even if it’s unconscious).

Once we’ve won both their emotions and their thoughts the next step is to move them into possibility.

What is possible when they engage with your solution.

What results they can get with your solution that will ease the stress behind the emotions and stress of the challenges they face.

Let me break this down with an example.

Ava’s a marketer. Specifically, she has a Facebook Ads agency. Her top of mind challenge is finding high caliber clients that are pre-educated in the use and need of Facebook ads to automate their top of funnel marketing. To simplify - Ava needs clients that are willing to pay $10k/month to use her agency’s services.

Now, that’s the challenge - there are emotions behind the challenge, which is where we need to play and base it on what we know about our ideal clients. Ava also happens to have looming student loans and credit card debt as she graduated college, worked for a media company, worked tirelessly, without much to show for it, but gained experience in getting results using Facebook ads. She left that job 6-months ago, without considering the other aspects of business…the marketing of herself as an expert (she’s in advertising afterall).

So now Ava has student loans and credit card debt she can’t pay because since she left her job, she’s only been able to solidify one paying client, and they are not paying her the full price of her packages.

Ava is feeling frustrated, overwhelmed and scared because she needs clients, and she needed them yesterday as her bills are piling up, and she really doesn’t want to go back to another 9-5 gig, as the potential in her own business is much better.

Ava’s caught between a rock and a hard place, and the stress of it is giving way to thoughts of…

How am I going to find my next client?

What happens if I don’t find my next client in the next few days?

What else can I do to bring in cashflow so I can pay my bills?

And the stress and the thoughts have her spiraling to a place that most entrepreneurs who have been on this journey can resonate with…

So we know her emotions and we know the thoughts associated with them. How do we use the formula to create content. This is how:

The Emotion - Stress

The Thought - How can I find a client in 3-days?

The Conversion Content to Win Ava’s Attention:

Not having clients coming into your sales pipeline is stressful…Especially, if you’re new to this whole ‘entrepreneurial thing'.

You may even be thinking at this moment…

I have no idea where to find my next client…

If I don’t find a client in 3-days I won’t be able to pay my bills…

If I can’t pay my bills then I have to go back to a 9-5 I hate…

And the last thing you want to do is go back to the place you left so you could build something of your own. Failure has never felt so frightening…

Now that we have that piece let’s talk about the results that we can get for Ava.

• What’s possible with your solution - Finding a client in 3-days
• How will your solution make Ava money - She’ll find a client that pays her and pays her high ticket package
• How will your solution save Ava money - She won’t have to take out a loan to make ends meet and pay that interest and extend her mounting debt.
• How will your solution save Ava time - She won’t have to spin her wheels, stay up late, or wait months to find that ideal client. We fast-track and get her over the learning curve quicker.
• How will your solution save Ava’s life - She’s stressed, overwhelmed, not sleeping, not eating well, and even though she loves what she does, she’s not loving her business and life right now. By giving her this solution, we’ll help her feel empowered, excited, and fulfilled so that she can balance out the rest of her life and build the business she truly deserves.

The Conversion Content to Win Ava’s Interest (using possibility):

What you really need is a solution and a fast one.

What you need is a proven methodology to attract and convert those ideal customers in less time.

What you need is our Winning Conversion Content Formula coupled with our Rapid Lead Generation System that shows entrepreneurs how to identify their ideal customer online in minutes, connect with them in a meaningful and solution based way, so that they can convert them into clients.

It is possible to win a client in 3-days or less…

It is possible to save yourself money and time by implementing what you already know about your clients and drawing them in faster…

And you are worthy of feeling great about your business, your next steps, and building a life that is full of purpose doing what you love to do in the world.

[And then you can go on and explain the breakdown of your program in finer details].

Now the trick with this is to turn it into content so that it’s not all promo and sales. The easiest way to do that is to create resonating content, and my favorite way to do that is through the Hero’s Journey Storytelling Content Creation.

But…that will have to wait until another episode as well. So until next time, try out this formula and see how you win your ideal clients hearts and brains and show them what’s possible when they work with you!

Make it a great one!