Jan 24

Building a Mindset for Market Leadership – Challenge Day Five

By Jennifer Hall | Podcast

Shouting about being the best can feel icky and can feel hard particularly when those pesky doubts creep in. Your business success relies on your resilience to bounce back and move forward in the face of adversity & failure. Believe it to Achieve It.

In this episode we cover:-

  • Greeting failure like a friend and turning it into success.
  • The assumptions you make about prospects that puts you in convince mode instead of the proud market leader you want to be.
  • How to move from claiming you’re the best to BEING the best.
  • How to feel completely confident in your abilities and that you ARE the best option for your ideal clients. Confidence is attractive!

Useful Links:-

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Jan 23

Positioning Yourself as THE Market Leader & First Choice – Challenge Day Four

By Jennifer Hall | Podcast

Time to become In-Credible! To dominate your market, positioning yourself as the number one choice and THE market leader is essential. We have to be seen as a credible expert that specialises in helping people ‘just like them’. In this episode we talk about what you can do in 2020 to position your business as the go-to obvious choice.

We cover:-

  • The things that you should already be doing on a regular basis to build your credibility and presence in the market.
  • Five things that will sky-rocket your credibility & positioning in one fell swoop.
  • The ONE thing that every coach, expert & service based business needs to do to stand out above the competition in 2020 or face getting left behind.

Useful Links:-

Click here to join the 2020 Vision for Market Domination Challenge – http://bit.ly/2020MarketDominationChallenge

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

grow your audience
Jan 22

Growing Your Audience & Connecting with Your Ideal Clients – Challenge Day Three

By Jennifer Hall | Podcast

To become a Market Leader & Dominate Your Market you need to be the pied piper using a message that grows your audience with the ‘right’ people and helps them step up to take action to solve their problem with you. To do this, crafting a meaningful message that captivates is essential.

You’re not just here to make money, you’re here to impact peoples lives, this means connecting & reaching as many of your ‘people’ as you can.

In this episode we talk about:-

  • How to meaningfully connect with your perfect people to grow your following, change lives AND make money.
  • The power of telling truth about consequences to motivate action taking prospects.
  • The ONE question that will create a powerful message AND a powerful movement.

Useful Links:-

Click here to join the 2020 Vision for Market Domination Challenge – http://bit.ly/2020MarketDominationChallenge

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Getting the attention of your market and ideal clients
Jan 21

Getting Your Market to ‘Listen Up’ – Challenge Day Two

By Jennifer Hall | Podcast

Do you feel like you’re talking to a chair leg when you’re posting content or writing emails? Do you feel like getting sales or discovery calls is like drawing blood from a stone? In this episode we talk about how can start gaining the attention of your market & industry as someone to seriously pay attention to.

In this episode we cover:-

  • How to be a breath of fresh air to a market that is sick of hearing the same same.
  • Why we have a responsibility to clean after those have burned the fingers of those who are in our market.
  • How providing the missing link for your prospects is the best way to build trust, gain their attention for the right reasons and convert to clients with ease.

Useful Links:-

Click here to join the 2020 Vision for Market Domination Challenge – http://bit.ly/2020MarketDominationChallenge

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Jan 20

Simplify Your Marketing Strategy for a Powerful Impact – Challenge Day One

By Jennifer Hall | Podcast

Marketing has become overcomplicated & overwhelming yet what’s produced doesn’t always hit the mark. It’s time to simplify your marketing message and strategy to create a potent marketing campaign that generates eager leads & converts ideal clients.

In the first of a five part mini series for the 2020 Vision for Market Domination challenge we cover:-

  • How to simplify your marketing message for a powerful impact.
  • How to streamline your marketing efforts to save time and stay visible.
  • How to define the problem you solve so you can easily attract your ideal clients.

Useful Links:-

Click here to join the 2020 Vision for Market Domination Challenge – http://bit.ly/2020MarketDominationChallenge

Join the Unrivalled Experts Facebook Group

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Write a best selling book
Jan 15

How to Write a Book in Two Weekends

By Jennifer Hall | Podcast

Thinking about writing a book to position your business? This is how I wrote my best selling book in just two weekends.

Writing a book is one of the best ways to position you as an expert in your field. It really is a wow factor and a great way to gain speaking opportunities, podcast interviews and industry attention. Not to mention a powerful lead magnet.

In this episode we cover:

  • The prep & steps I undertook to be able to write a book in just two weekends.
  • The best time to write a book so you don’t end up waiting forever to be an author.
  • Why I booked, paid and sold tickets for my book launch at The Ritz before I wrote a single word.
  • How to come with a groundbreaking book idea that will shake up the industry and convert ideal clients with ease.

Links mentioned in the episode:- 

Click here to join the 2020 Vision for Market Domination Challenge – http://bit.ly/2020MarketDominationChallenge

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Special Mentions

Jeff Goins

Chris Duckers’ Youpreneur

 

Dec 25

5 Steps to Becoming Known in your Market (and what to do if you’re pivoting)

By Jennifer Hall | Podcast

Becoming known is a priority for every business owner but even more so for coaches, consultants and businesses in highly saturated markets who want to stand out of the crowd and be heard above the noise. But what if you’ve been vague in your messaging up until now? Or what if you’re trying to change what you’re already known for?

In this episode we cover:-

  • The five simple steps to becoming known in your market (even if you’re pivoting).
  • The dangers & difficulties of becoming known.
  • How to amplify your message and make you more memorable

Links mentioned in the episode:

Click here to join the 2020 Vision for Market Domination Challenge – http://bit.ly/2020MarketDominationChallenge

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Dec 18

Rejected by Prospects – Is it me or you??

By Jennifer Hall | Podcast

Getting rejected in business is one of the hardest things to deal with but things can get really serious if we don’t look at why we’re being knocked back objectively. What can you do to get more market share and increase your client conversion rate?

In this episode we cover:-

  • The common reasons we all experience rejection from prospects.
  • How to mitigate against being rejected to get more market share.
  • The big lie that you’ve been told that’s killing your business and are unwittingly telling others.

Links mentioned in episode:

Email – jen@jen-hall.com

Book a Call with Jen – bit.ly/claritycallpodcast

Join Jen’s Facebook group – Unrivalled Experts

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

00:00 Have you ever been rejected by a potential client and dubbed them as the one that got away, the one that you were so excited to work with but were absolutely gutted that they said no. Well, in this episode we're going to be talking about rejection and how to avoid it.

00:22 Hi there, Jen hall here. Your business positioning coach and market leadership expert. And on today's episode we're talking all about rejection. Now this time of year that I'm recording this podcast, eighties, approaching Christmas time and this morning I was up bright and early, bushy tailed to stand in line at my daughter's school at 7:40 AM to collect her Christmas concert tickets. Now every year we have this palava where we are, a split family. So and he has a stepdad and also a a stepmum. So my ex also has a long term girlfriend and so we always have this palava they give you two tickets per family. And they only allocate those two. And so we have to scramble to the front every year to try and make sure that we get enough tickets so that the entire family can go and see our lovely Ellie appear in her Christmas concert.

01:26 So we were up early and it's interesting that we were talking about rejection today because the goal is right, is to be as in demand as these tickets were, that I had to get up so early for. And is that is the goal. I also remember the beginning of this year, I think it was for my sister's birthday. She's obsessed with panic at the disco with Brendan Urie and Oh my gosh. He's like, even if you don't like Panic at the Disco, you can't not like that man. He's absolutely wonderful. He's one of the most likeable people you will ever come across. And she's obsessed with them. And I also realised without realising it before, was that they were playing in Cardiff, which is where we live, which is where my sister lives. So it seemed a bit stupid for me not to try and find these tickets anyway.

02:22 It so happened that all of those tickets were completely gone and I had to then pay, I'm talking maybe six times the price of the usual ticket, so then buy it off of somebody else to make sure that we, that again, totally in demand, this guy on, we were willing to pay over the odds to make sure that, that we got that we'll put it this way anyway. My sister desperately wanted to see him and I knew that it would make him ginormous, be happy if I put myself out there and got these tickets when I when she finally got out of me how much they were, she was, she was nearly sick, but also very grateful. But again, very, very in demand. And I remember when I went to both a coaching event and also just before I started working with my coach for the first time, Jessica Lorimer.

03:13 I also remember having those same, like, I must make sure that I'd get a space on this program. I must make sure that I take one of those one-to-one coaching spots and I had this real fear, passion, FOMO, , excitement, strike fear and scaredness, and all of these different emotions going on at the time when I wanted to make sure that I didn't miss out on getting a spot. And that's where you want to be, isn't it? You want other people to feel that way about your business. You want to have that sought after in demand status so that we don't experience that hot wrenching rejection that we all fear. Rejection is one of the hardest things I think in business to overcome because it can feel very personal when someone says no to you. It can really hit you where it hurts and it can really put a downer on your energy and how you promote yourself for the days, weeks and for sometimes for some people, sometimes it can hit them to the point of they actually stopped running their business because they can't take it anymore.

04:27 But I'm here in this episode today to stop all of that to help you get that in demand status. And if after this episode you want to chat and book a call with me to discuss how we can start implementing the things that we're discussing on this episode and in the podcast, then do you make sure you book your call. That link is in the show notes. So today I really want to dig into this because I think it's really important that we are able to confidently deal with this rejection. Now, during your time in business, I can almost guarantee that you would have been told this lie at some point, whether that's from one of your best business friends perhaps what a mastermind or that you work with a colleague or even your spouse, you may have been told, Oh, but they just weren't your ideal client.

05:28 That's, you know, that that's why it's a lucky escape. They weren't meant for you. Now as as well, meaning as this advice is this type of advice can absolutely kill your business and it's likely that you may have also told, told someone else the same lie and the reason we tell it is because we want to soften the blow of that rejection for the other person. But it's doing you a complete disservice because we need to understand that actually. Yeah, maybe sometimes it's a lucky escape actually. Maybe in some of these circumstances, maybe they weren't quite your ideal client, but let me ask you this. How many times do you get rejected? Is it one out of 10 clients or are we talking a little bit more than that? And we have to look at each of these cases case by case. It's really important that instead of shoving it under the carpet and hoping that it might go away, that we actually analyze the reasons behind why these people said no because it they will come a time if it hasn't already, where you get the best person on a phone call.

06:39 I certainly have or I've got them onto a sales call and they're chatting away. And you completely blow the call or they come up with something on the call that you don't have an answer for or that you don't overcome. And when they leave that phone call with the, I will think about it. But really what they're trying to do is weasel their way out of the call to just get off and get on with their life. And then you never hear from them again. It is blaze a massive blow because you know that you could've done better and you know the impact that you could have made on their lives, on their business, on whatever it is that you help help to serve them with. And it can be really hard to get your head around, but it's also very easy to kind of move on and keep telling, telling, telling ourselves this lie around or were they just weren't my ideal client.

07:30 Because in actual fact, it may not actually be them. It could very well be you. So we have a choice. We can either keep telling ourselves this lie and experiencing the same outcomes or we can actually face the truth. We can make a change and get a different outcome, so we have to look at why are we being rejected? Because a lot of the time when we experience rejection, it's not that people don't want to buy from us. Sometimes people absolutely love you and what they, what you do and they truly want to, but they just can't seem to justify it in their heads. It seems like a lot of money for what they're not sure that they'll be getting. Now you will unsure. Prospects generally reject you for one of these reasons. Okay? They either can't see the return on investment, which basically means they can see them selves paying out a lot of money, but they're not sure on what value is that they're getting in return.

08:30 Another reason could be is that they don't trust you to help them achieve that result. Now, it's one thing that you're promising it, but have you positioned yourself as somebody who is credible and who that they trust explicitly to help them achieve that result? It also could be that they're not clear on what they'll actually be achieving when they work with you. If your outcome is too fluffy and that can kind of play into their, well, I can't really see a return on investment because I don't fully understand what it is I'll get after working with you. I really like your content. I see you around that. I've met you and you know I love what you do, but actually what am I going to receive in return? I can't see the results. The other reason is that they might just have a better option.

09:22 Now, this is always a blow because this is kind of second best syndrome. This is okay. Well, I'm liking what you're saying, but there's something else out there that's better for me. Now, this can hurt sometimes even more so than the other ones because you know what? Sometimes you know, particularly if you're starting out or you know that your marketing isn't up to scratch, you have something to blame, but when you're really putting effort in and at the end of the day someone turns around and goes, yep, this sounds fantastic, but actually I'm going to go with this other business, this other person because they're offering me something better for whatever that reason might be. This probably can hurt the most, but the one of the last reasons that they might reject you is because they're scared that they themselves can't achieve what you're promising and I'm going to tackle this one here and now.

10:13 This is something that you can absolutely help them with before they get on the call. Helping them believe in themselves in your content is really, really helpful. And also even whilst you're on a sales call, telling them about people that are just like them that have achieved the similar results can really help to boost both the confidence in themselves but also their belief in you as a credible expert that you are showing and demonstrating that you have helped people just like them achieve that particular result. Now, if after all of that, they are still wavering on their self belief, you know there's only so much you can do and this is when you have to decay. Okay, all day, really the best client for you at this time. Or they perhaps is this showing up as a lack of commitment? Is this showing up as, do you know what, they're not ready to work with you because at the end of the day we have to keep our moral compass and we have to really look at is this the best person that I can help?

11:17 Am I really going to be able to get results with where they're at at the moment? Because something that I see happen a lot, particularly in the coaching industry, is that people are taken on board at the wrong time. Yes, they're promising the right goal in terms of that's the ultimate goal that they want to achieve, but they are far too soon in the process to make use of what you're offering. And to me, it's completely out of integrity. For people to be doing that, we need to have some kind of prerequisite list when looking at our particular client. In order for them to achieve the result, they need to have these things in place first. And if you're not helping them do those things, or if you're not the right person to be helping them put those first things in place, then it's, you need to be sending them elsewhere and not taking them on.

12:10 Because I do think that it's, it's, it's just a shame because this is where we get so many people who are going, Oh, do you know what? I spent so much money. They're not afraid of investment. They've already invested, you know, hundreds if not thousands of pounds into that to their learning development. And you know, building those foundation, those supposed foundations. But actually when they look at it, they weren't building those foundations at all. They started working on something that was way too far ahead in the journey for them to make any real progress. And so it's really important that we recognize that and that we have that set of prerequisites for the people that we take on board. So let's talk about return on investment because this is a big one that I think a lot of people get confused on. You know, I hear a lot of the time people saying, Oh, you know, well you're a business coach.

12:59 It's easier for you to sell something and not be rejected because it's very money orientated. But actually if you look closer at what I do, yes, money is, is, is a big draw for people because the end of the day, if you're a business owner, you should hope for, he wants to be making more money. But you know, a lot of the people that buy from me, yes, that is one of their primary motives, but they also want that sought after status. That's what they are truly after because they know that with that will come. The element of getting the money, and when I first started out in business as in the guise of a business coach, I was selling clarity. I was selling clarity on finding your niche. Now that was what people wanted. Again, because they had a high awareness of their problem, they knew that if they got that clarity on their niche, they are not only going to make the money eventually because we know that's the first step to doing it.

14:02 They know they're not going to get there unless they get that in pace fast are they're going to be able to actually start marketing properly. They're going to be able to call in that ideal client. They're going to be able to start producing that content around what they do. They can start speaking and talking to the right people and feeling in alignment and passionate about working with somebody that they are passionate about working with. Really connecting with the why, so the return on investment doesn't always have to have to be money. The best way to look at return on investment is to ask yourself the question of what are they really buying? Now, FedEx had this excellent way of looking at their business and they said this truly, when they realize this, this truly was the turning point of their making, the amount of money that they now make as a business when they realize that there's a difference between an external problem and an internal problem.

15:08 So yes, FedEx helps to get a package from one place to another. You know, that's what they do. But what they are really selling is peace of mind. That trust to know that that package will get there in one piece at a specific time brings peace of mind to the customers that use them. They said that when they realize this, they were much more able to sell the benefits of their service. So it's about looking at that external and internal problem. So for instance, when you're, when you're buying insurance, you're buying peace of mind and security. When you're buying a cleaning service, you are buying serenity. You are buying that environment that you can just come home from your, you know, a stressful day from pound, the safer that has been neatly arranged. W you know the cushions perfectly PERTs you know, everything's absolutely pristine.

16:15 It looks like a hotel room and you start feeling these feelings of peace and relaxation rather than, Oh gosh, okay now I need to go and do the washing up. I need to Hoover cause it looks like a mess and I can't relax in this environment or weight loss. You are buying vitality and confidence. So obviously these are very kind of high level things that I'm talking about and the impact of all of those things run much, much deeper. So it's about looking at, okay so what is the external internal problems that I'm solving? And then also what is the impact of getting that in your life, you know, on your finances, on your mindset, on your health and really looking at the entire picture. Because when you can really fathom the entire impact, you are much more able to work out the entirety of the return on investment.

17:11 And then of course it's ensuring that you are articulating that every step of the way, preferably before they even get onto a sales call with you. So, but the time they get there, they really understand the true value of what you're offering and also knowing it for yourself so that when you are on that call you can very easily explain how you benefit their life. And obviously, you know, and hopefully we're going to get Jessica Lorimer on this podcast, my cage, my sales coach, because she is the queen of sales calls to come in and talk to us a bit about, about how to communicate on the actual call itself. But it's also about listening to your ideal client to listening to them on that call to find out, you know, what are the problems and how do your solutions help those problems and what is the then the impact of that.

18:07 So there is a little bit of fact finding problem solving and really looking at how you can best serve that person and help them achieve their goals. But my specialism is around creating that content before they get on that call. To really articulate what it is that you're offering them so that they're already a yes and that really the sales call is more of a decision making call. It's about dotting the I's and crossing the T's, working out payment and those kinds of things versus trying to convince somebody that are the best option. I would much rather you sorted all of that out before they got onto the call or at least as much as you possibly can because it makes your job a lot easier when it comes to securing that sale. So articulation of the return on investment of the value of what you're offering is very, very important.

19:06 Now, the last point that I wanted to cover off here is this whole, I found a better option reason, and this is a tough one because this could be for various different reasons, which is why it's important to look at your business as an entirety that it's not necessarily a quick fix when it comes to becoming the first choice and you know, not second best, but here's some things that really help to ensure that you are picked as the first option and that first thing is, is obviously to create a concrete USP that helps with their specific problem. Now that's really important because you could have a lot of different selling points in your business. You might even have an order different perhaps unique selling points in your business, but which specific USP helps with that primary issue that they have going on? The more you can relate it back to the thing that's stopping them, the more compelled they're going to feel to buy from you.

20:13 And if you need some more information around creating and a concrete productized USP that specifically helps with your prospect's problems, then do check out the first episode of the expert on rival podcast, the first full episode, not the trailer. That will take you through how you can start to do that. Another way in which you can do it is through specializing in people just like them, so helping people that are labeled as people just like them so that the service that you're providing fits them like a glove. It's not a service for everybody. It is a service that is specifically bespoke to people just like them. Now it's important to differentiate here between a bespoke package for them specifically because everyone likes a bit of special treatment. Absolutely, but actually what's more powerful is to say that you have helped people just like them because my third way of being able to show that you are, you're the best.

21:18 The first option they should, they should be looking at in the front. They shouldn't be looking anywhere else is looking at the fact that you're the best business. The best person to be helping them is showcasing results for people just like them. Because when they see they can get that belief that, wow, you know, I can do this. You know, I'm exactly like that person that they've helped and they're helping people like them day in, day out. So not only have I now boosted my own confidence in my ability to achieve the results, but I've also boosted the confidence in you as a business because I now believe in you because you have helped this specific type of person, specific type of business, you know, over and over. So you have this proven process that clearly works. So you can showcase those results. And then obviously you've got the fact, you know, showing that you're the best business or the best person to help them are all in all of these different types of credibility pieces around, you know, have you written that?

22:19 But are you positioning yourself as that market leader by doing the things that other people are not willing to do in the industry? Are you putting yourself out there all you were thought leader in your industry, all you somebody who is challenging other people out there in, in, in your industry to think differently. You know, what is it that you are leading with that really puts you up there as somebody to listen to? Because it's very rare that people will quibble about money and pricing. It's normally about, you know, all you the best person to be investing in. It's not what I can see. You're the best person to be investing in but actually want a cheaper option over there. And even if that were the case, do you really want them as a client? So if you've ever been rejected or you in the future get rejected some questions that you can ask yourself to analyze the situation to up your game and take your sales and your marketing to the next level is to actually look at did I truly show them a return on investment to its full extent?

23:27 Have I shown them the value? Have I done everything I could to present myself as credible to build that trust with my prospects? So much so that they feel totally confident in my abilities? Have I been really clear on the solid results and outcomes that they will actually get? Why didn't they choose me? What could I have done better to tune into what their true desires, true wants or true values, where perhaps you are offering a solid result or outcome. There really wasn't speaking to any kind of emotion. So what can we do to fix that? How can I help them to build confidence in themselves so that they too can believe that they can achieve the results that you help others to do? So when you stop running from the truth around the reasons as to why you might be getting that rejection, you'll find the answers and those answers will allow you to get a different result.

24:31 A yes. So I hope you've enjoyed this episode. I really do love hearing from you, and again, if you'd like to chat and discuss about working together to move forward, articulate with full clarity on the return on investment and value that you bring to the table so you can position, position yourself as the number one option in the market. Then do you make sure that you book a call and I'll see you in the next episode

Dec 11

Positioning Yourself as an Expert (when battling with imposter syndrome)

By Jennifer Hall | Podcast

When you want to position yourself as an expert but you don’t completely ‘feel‘ like one, it can be a tough endeavour. Especially since you’re aware that it’s critical to your success in becoming a market leader or even just being seen as credible.

In this episode we cover:-

  • The mindset shift that allows you to be a confident expert despite the imposter syndrome. 
  • The strategic shift that will not only position you as a credible market leader but will also see your marketing become a highly effective conversion tool.
  • The three things that will WOW your market to believe in you as an expert.

Links mentioned in the episode-

Email – jen@jen-hall.com

Book a Call with Jen – bit.ly/claritycallpodcast

Join Jen’s Facebook Group – Unrivalled Experts

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

00:00 This week on the Expert Unrivalled Podcast, we are talking about how to position yourself as a credible expert even when you're struggling with impostor syndrome. I can't wait to get stuck in

00:19 Hi there, Jen here, your business positioning coach and market leadership expert. I'm really excited to dig into this episode because it can be really hard when you know your stuff, but there's still those elements of doubt that creep in, that prevent you from really showing up as the true expert that you really are. And as always, if after listening to this episode you want help with positioning yourself as a credible market leader in your fields and you'd like to talk about how we can make that happen to become the number one choice in your markets, just book a call at bit dot Lee. That's bit.ly/Claritycallpodcast. So there's a few things that I want to mention around the word expert. It's a very triggering word and it can really affect us because we put it on this pedestal where we think it's this thing that is almost unreachable.

01:19 Now, the first thing that I want to say on the matter is that yes, actually you would be correct. It is an unreachable target to be a true, true expert. This is my belief because at the end of the day we have to make this mindset shift around becoming an expert. You will never know everything about every situation. You will never be a true expert from the point of view that everything is constantly changing. Things aren't static. Things evolve. They change. And so what you previously knew is almost not irrelevant, but it has to adapt and change with it. So it's important to realize that you will never know everything about your subject matter. So if it helps to kind of let yourself off the hook for at least the moment, then it's going to help you to move forward. Realizing that really what you're striving for is unachievable.

02:20 But you can be an expert in comparison to your ideal client, to the person that you are trying to help. Because if we look at the people that you're trying to help, you are an expert in comparison to them, particularly if you have walked in their footsteps. If you have walked beyond where they are and have achieved what they want to achieve, then you definitely are an expert. If you have worked with somebody in the past to help them achieve particular results and you have done this a few times, you now have a proven process that you know works. You are an expert because you have taken someone through a repetitive process. I would potentially even say that the latter part of what I said around even if you haven't walked in their shoes that you are, you are showing someone through because there is an argument that just because you have, you know, gotten through a particular process that just because you've been through it, taking someone else through, it's a very different story.

03:31 And I absolutely agree with that. Doesn't mean you can't. Absolutely, not saying that people who have experienced that you know, their challenge and they made the comment that they can't help other people do it. You absolutely can. But it is a different set of skills and tools that you also need as well as the experience that you've been through to help other people through it. So the real test and the real Mark of success for me is the fact that you can take people through that process. So the people who I'm talking to you on this particular episode is not the people who are starting right at the beginning of their journey, who perhaps have just experienced it for themselves. Yes, you are qualified to now help someone else through that. But I don't think in all honesty that you can cast yourself as an expert at that stage because in order to help other people through it, you would need to prove it in order to be charging the amount of money that you want to charge for it.

04:30 You would need to have proven that you've got people through that to charge and position yourself at that level. So it's about recognizing where you are and understanding that. But I also think that there are a lot of people out there who for instance, let me give you an example. I spoke to guy about two, three weeks ago and he kept saying, well, if anybody in the game, six months, I've even been doing this six months and actually what it was, he's only been doing it for six months in his current guise, in the current position that he was in. But actually he's been doing it for at least 20 years in various other positions. And that's the thing we have to recognize is actually all we truly seeing the full extent of our talent. Are we truly seeing the full extent of all expertise.

05:24 I know a lot of people who come out of the corporate environment and are set up as a business and they keep saying that they're new now they're new to business. They're not new to their skill or their talent. And so he's recognizing how long have you truly been doing what you do, taking into account your entire history. So you have to take a long an honest view of it. Are you discounting your history or on actually do you need to start taking stock of how far you've come or are you truly new? The subject matter. And if that's the case, then if it's the case that you do need to prove yourself to help other people in order to see that what you've been through, how you've done it can actually help and serve other people. Then start that because it's only by beginning that you will ever truly become an expert.

06:20 Okay? So it's important that you understand where you are on your journey or are you one of these people who are completely discounting the journey and actually you should be taking stock of what you've been doing. And don't be disheartened if you're listening to this thinking, well no actually I am that person or I'm new to my subject matter. That's totally fine. Everyone has to start somewhere. But where you need to start is beginning to help other people. And you've got to do that, but it's about charging for that help appropriately not charging as a seasoned expert that has X amount of years of experience. It's looking at, okay, well I'm starting new and I do need to prove myself. I recognize that, so let's try this out. Let's get some clients under my belts at an appropriate charge. In all transparency, letting them know that it's a new program.

07:14 You're not new to necessarily that the skill because you've done it yourself and you want to help other people do the same thing. Okay, who wants to work with me? Who wants to try this out? And getting those testimonials and those case studies under your belt that will prove to others and yourself that you have something that you can stop truly, really charging its worth. So it's recognizing where you are in your journey. It's recognizing that no matter how far you are on your journey, you will never know everything. And it's really interesting the journey of becoming an expert. When you first start out in something, you get really excited. You perhaps start reading a book and it opens up your mind and you read this fantastic book and you get inspired by what's in it and you start thinking, wow, okay, I can really help other people implement this, this, this information.

08:05 Because when I look back at my life, I've done this and I've done this and I can now start helping people. Now the problem with that is that that book is a contained amount of information written by somebody who is trying to extract all of their thought processes, their knowledge, their facade philosophies on into one concise document. And so you'll never fully experience a full picture through doing that. But a lot of people, get inspired and they're off on their first journey . They are full of confidence. They're ready to go, they're ready to show the world how they can help them with the new knowledge. And then they hit this wall when they realize, okay, wow, I, I've started journey, but now I'm actually recognizing that I don't know everything, but I also don't know enough. And people can go one of two ways.

09:06 They can either give up on doing what they feel truly inspired to do or they can recognize where they're at on their journey and they can actually take a turn and go, okay, I may not know it all. So let's start to find out more about this, that open up that can of worms and that recognizes that now, so many people stay here, they stay at this level for years and they carry this feeling of, Oh my gosh, I don't know it all. I don't have enough information with them. Even though time and experience has taken them through a process, we're now actually they do know a lot more than they did. Still recognizing that they won't know ever know everything, but they certainly know enough to help a particular person. Which brings me on to my next strategy because I think mindset is really important to to get your head around and to realize the fact that you won't know everything, but in terms of actually creating a solid strategy that will really help to not only position you as an expert, but also really help you feel comfortable in your zone.

10:21 And it's about setting boundaries. It's about understanding your remit about where you're able to help and and where your expertise start and finish. Because a lot of people can get a lot of ego onto their belts and they're like, Oh, I know I know a lot about everything. Some people can go the other way where they're not battling with imposter syndrome, but actually they've got a lot of a lot of knowledge that they think, Oh, well I work for everyone and this is the thing as we know it, not everything works for everyone. Sometimes we have to recognize that yes, it worked for you. And yes, it works for this specific type of person in this specific situation. But start taking those people outside of that circle and everything starts to become a little bit more vague and they've not ticked all the correct boxes.

11:14 And so will it still work? And quite a lot of the time the answer's no, no, it won't. No, it won't work because you are an expert in helping someone very specific. And this is the strategy that I want you to start adopting. Now this strategy again will not only help you feel confident, wand will not only position you as a credible expert, but it's going to make your marketing super, super effective and clear like a laser. And that is specializing and niching. Okay? So when we talk about niching, it can be, it can be confusing to a lot of people because they think a niche is just like picking an industry. While I work in this industry, that's my niche. But what I want you to think about it, in this day and age, we need to start thinking about micro niches because the market's so saturated.

12:03 We start, you need to start thinking about, okay, how can I micro-niche and by micro-nicheING we can start to become a true expert very, very quickly because you start putting remits and boundaries in place. We can start to understand, okay fine, I know that I need to hone in all of my learning and development into this specific area because trying to learn a subject on a very broad level can take you a very, very long time. But when you start looking at a specific person, and this is what I, how I want you to think of micro niching or what you think of micro niching as looking at an individual who has a specific problem, a specific goal. When you do that, you will find that they won't be on their own. There will be other people out there like them, but you have to start with one person.

13:02 Then we have to look at, okay, who else shares this same problem and find the common threads between these different people who may vary in some respects, but there will be definite tick boxes to say, okay, this person is in this specific situation, they suffer from this particular problem and they want this particular end goal. And if you can start labeling these people in context. So let's say for instance as an easy example, they could be a male diabetic who is overweight, whose problem is that they want to lose weight because it's having an adverse effect on their health and the goal is to lose weight. Okay. You know that these people are, there are more than one of them. There will be more than one of them, out there, but they have those common threads. And you know that actually if you plough all of your focus into the learning development around that specific person.

14:07 And it might be that you arrive at this because your history is the fact that maybe you, you were a diabetic or that you had a family member that was diabetic who was overweight or there's some kind of experience because at the end of the day, I'm talking about this very technically and this is for another episode. Absolutely. But we also want it to be in alignment with, with something we're very passionate about. So we need to make sure that the person we're picking to specialize in helping is somebody that we're very passionate about helping and finding that why behind the reason why you're looking to help that particular person. But by getting very specific, you can start putting boundaries around, okay, well if they're not diabetic, then that's not who I knew. I might be able to help them. But, can I truly, and so it's about putting those boundaries around it and going, okay, so find the person I specifically help in my, all of my my coaching or my training or my consultancy or the my programs or whatever service it is you put together for this particular person of a spoke to, to somebody with diabetes who is overweight.

15:09 Who has those extra extra problems that you need to take into account. So not only is that going to help you feel well, way more confident because you started to really specialize in going, I'm going to make sure I find everything out about this and really focus in on and honing my experiences and my skills and my knowledge around this area. You can start to really own those expertise. So that's point number one. Point number two, the people who you serve are going to be grateful because they know that they're dealing with a specialist. And my biggest tip for you, if you're really struggling with the word expert, is to position yourself as a specialist because by specializing over time, you will inevitably become the expert because you are constantly refreshing your knowledge and learning development in this area. So yes, as things change, you will never know everything, but you will do your utmost to keep up in this area.

16:06 And do you know that, that it's totally feasible to do that because you could hone in those expertise. Again, you know, you're not necessarily a scholar. You are a talented business though, with something to share with the world. So you've got to know your boundaries. You have to know your remit of where you can fully and truly become that expert. You can't be an expert in everything. So specializing is the best way to become the true expert at at the point in which is possible, not that unreachable, unreachable, Oh, I know everything. Expert a tree racks, but will understand that they can't know everything because of the different factors and variables and a true expert knows where their boundaries are. So really understanding and specializing in helping those specific people is going to help you. It's going to help them because they are going to be wow.

17:01 Okay. In a lineup of people who help people lose weight, I'm going to want to pick the person who specializes with my specific problem. I didn't want to go anywhere else because they know my situation. They know how to deal with the extra problems that I have being a diabetics at. Therefore you're the obvious choice for me and that carries through into your marketing. If you're clever about it, you can take all of this into your content or how you position yourself on how you put yourself out there on your profiles to say, this is what I specialize in. You become known in your market as the go to person for that specific thing and it massively helps to bring in new leads for you to get referred because unless you become known for something specific, it's very hard for people to refer you, but when someone goes, Oh, do you know what?

17:54 I know just the person. This specializes in exactly that. Let me addition out food. It's so and so they will be able to help you because they've helped X amount of people in the past and your exact same situation. Get through that or achieve that and you will become known in your circles, in your industry for that thing. And that really helps to propel those leads to propel your positioning and to help to build that confidence in other people as well because they need to believe in you. And I'm going to come to talking about that. The three things that are going to help you to position you as a credible expert for other people to make their market go. Wow. But I just want to pause and just to give what I've just said, as much credit as it deserves because it is something that is so simple to do, but yet so many people fail to do so.

18:52 Do you recognize it? You will never know everything but start specializing . Pick a particular individual and you will absolutely help yourself, both in your mindset and your market in terms of helping them believe in you as a credible expert as well, and positioning yourself in that way. Now the three things that are going to wow your market and help them believe in you as a market leader, as an expert, as the GoTo business for helping people just like them. So obviously the first step is specializing, but then the next things that you can do is something that everybody talks about, but not everybody does. Yes, it's becoming more prevalent, but you'll be surprised how many people have it in the pipeline but never actually ended up finishing it or they never actually end up doing it properly. And that is writing a book and writing a book with the pure goal of positioning yourself as a market leader, as an expert in your field.

19:58 So as I said before, specializing is very important to get right first of all, before you attempt this step. Because if that is your goal, then you have to make sure that you have identified the specific people within that market that you are helping so that you know that you are writing a book for those people so that it positions you to those people specifically. But being specific and being really laser sharp in doing that is very, very important. Before you even attempt to write a book. And I'm going to do a whole other episode on writing a book because I wrote mine in in two weekends. So I'm gonna talk about that another time on that, exactly how I went about doing that. But it is totally possible, but you've got to just get it done.

20:55 But obviously in stages don't do it until you're ready, until you've got clear on who it is you're helping. And before you've had that real experience. Again, if you are just starting out in this, you're helping these specific individuals, you need to have a bit of research and experience, under your belt before you have enough content to put into that book. But don't wait for ages and ages and ages, creating a good structure and ensuring the title is right and showing that you are, the messaging is written exactly for those specific people within your market is going to be enough people. I sat on a table and I sort of bring out my book and that, wow, it's not every day you sit on a table with an author, people are really bowled over by it. For me, you know, it's always has, it has been a dream for me to write, to write a book.

21:51 It's not been necessarily a childhood dream, but when I, when I did it, what a, what an achievement and it's, it's a cracking book as well. If I do say so myself, I'm really chuffed with it. Don't get me wrong and I don't want to patronize other people by saying, wow, look at you. But that is the impression that people have. When you say you've written a book, if you've written a book, they automatically expect that you are an expert in your field because if you've got enough content to put into a book format, then people automatically think, okay, well we must know this stuff. So there is a great positioning tool and I'm not suggesting that anybody who was other than experienced and qualified in their fields and has already proven what they've done to help other people should attempt it. But if you have, if you prove, if you've got a proven skill that helps other people achieve something or that can inspire somebody a certain way, absolutely.

22:49 Writing a book is a great way to do it. It's not something that everybody has to do, but doing that is very, very important. Other people choose to replace writing a book for something like, I'm hosting a podcast for instance, but podcasting positions you as an expert as well. If you're able to provide enough content to create umpteen number of podcast episodes, people are like, wow, they really know this stuff. So you have to think about it strategically and not put it too much on a pedestal because it is totally achievable to do. It's achievable to write a book. It's achievable for you to start up a podcast, especially when you have that experience under your belt and it must be helps to position you to your market and for them to see you as a credible expert. The next thing is content. So when we just talked about books and podcasts, you've also got other content as well.

23:43 So we're talking about perhaps even we could talk about writing blocks. So if you're not ready to necessarily hit the stages quite yet, but you're quite happy writing a blog or running workshops on a Facebook live, anything like that where you are honing in on your expertise and sharing value again, positions you as an expert to other people because not everybody is comfortable or, or an expert in their field when it comes to your particular topics. So showing that and demonstrating that to the world will again make me think, wow, they really know their stuff. And it's about being consistent with that content as well. So people understand that you're not just that one trick pony, that you can consistently do that and he didn't listen to the episode around your content plan for market domination in 2020 then make sure you do. Because in that, I'm not going to leave at the point I talk about adding in opinions and thought leadership into your content because if you do that, that will seriously position you because when you own your own opinion and that you inject that thought leadership from a perspective of really understanding what's going on for your markets, people really listen up and they're able to pick a side and get behind what it is that you're fighting for.

25:10 So definitely go listen to that episode because that's going to really help with that content piece to help you inject what you need to do in order to position yourself as that quite a bit expert. But content massively helps to do that. But you have to realize that obviously people are bombarded every day by content and so it's about creating that content that's really going to stand out, that's really going to grab attention. That isn't just recycled from other people stuff that is really your voice and from with your twist on it, when you put your twist on your content, that's when people start to pay attention. But anyway, I said I wasn't a labor the point go and listen to that other episode cause it's really good and it's going to help you with creating that content. But the next thing I want to talk about that really helps people to go, wow, that's amazing.

26:03 Is running an event, running an event positions you as somebody as a force to be reckoned with. In fact, so let's, let's call it that. You are somebody that has taken the time to say, look, I'm going to create an event for this specific market. Again, gotta be clear on here is just speaking to you before you can do any of these things. I'm going to create event just for these people and I'm going to perhaps curate other people who also compliment what I do that also help this group of people and I'm going to pull these people together. People, this was my great business friend. Andy's thoughts. he said this to me when I was, I was having a wobble. You know, I talk about, imposter syndrome because we all suffer from it. Everybody, no matter what part of the journey you're on, whether you're seasoned or not, we all suffer from imposter syndrome at one one point in time, I was having a wobble over my own event that I ran about six months ago and he said to me the amount of people who were just so amazed that you have the ovaries of steel to get out there and have the confidence to put on an event, and because it's risky business putting on an event, it's an emotional roller coaster.

27:22 Oh, people gonna turn up. Are they going to love it? Am I going to get great speakers? Am I going to be able to deliver? You know, in all the stresses and everything else that goes on with running an event. Now I'm not really selling it to you. I appreciate it because I've just named all the things that are now probably going, Oh my God, it sounds quite stressful and yet it is, but it's also extremely rewarding and it's rewarding emotionally. It's rewarding because it's great fun, but also it's rewarding because while does it position you as somebody to listen to because people think great, wow. Again, they must really know their stuff if they're confident enough to put on an event for us in this, for these specific people to help us achieve X goal, and this is one of the reasons that events fail is because people put on an event for the sake of putting on an event instead of thinking about their audience and thinking about, okay, what's the purpose of me running this both for my audience, but also for me?

28:19 How is this gonna work on both levels? So being strategic about it's about your events, is it really, really important being strategic about the content in which you put into those events? Events are really, really important as well, but it does position you. It gets your name out there because you've got to promote it at the end of the day and getting out there and amongst your market with this event, promoting it and shouting about it. Even if people don't come to the event, they're still looking and looking at you from afar and well, it's like a fab event. Is this going to be amazing? They all go, here's somebody to listen to. They are a force to be reckoned with within this industry because they are tackling this problem. They are helping people achieve this goal and that's incredible. That is genuinely what people think, whether they write home about it or not, that these are the kinds of things that help position you as the person to listen to in your market and the secrets.

29:16 All of this is, and new one can be an expert and anyone can put on an event. Anyone can write a book, anyone can write a blog and anyone could start a podcast. Anyone can do it. It's just the case. What separates out the people who achieve expert status and to achieve the expert level with integrity, I'm talking about not just in terms of what other people think of them, but in terms of actually who really truly achieves the expert status in which I'm talking about what's possible. Not knowing everything but knowing enough to be an expert for the person who hasn't quite got there. What separates them. Other people that do the things that help them get there. The people who choose to put the boundaries in place, they choose to specialize in an individual. They choose to put the learning and development and the investment and time that goes in to knowing all they possible as possible to know about their problem, about their goal and how to achieve that goal on the impact of what's going on for them in terms of their circumstances.

30:28 Who puts the effort into getting, going through the stress of creating an event through working out the tech and starting that podcast podcast to putting in that deadline and just putting that pen to paper and writing that book or finger to finger to a recorder. Can't think of the word key. That's what separates the people who make that expert level and not because it is effort. It does take time. It is a journey, but you are separated from the people who never make it just by taking action just by doing the things that you need to do in order to get there and some of these things can be done at the same time. You know, people would argue, well you can start writing a book as you go and record it as you go. One of my great, another great business friend of mine, Sanai Floyd, wrote a great book called paid in full and that was something that she wrote as she went.

31:33 She recorded and documented every step of the way from being in debt to then making a huge profit and so she started writing it from the first day of when she decided I'm going to get out of this debt. She reported it and then she, at the end, after she'd been through the journey, she pulled it all together into a book. So there is no kind of rule on when you can start doing things and that's the thing. You have to start where you're at, but be a bit clever about it. Be strategic. Think about things about how you can start right now to get to where you want to be. I'm balls to imposter syndrome because we will never get rid of it. It's always going to be a constant battle, a new level, a new devil as they say, so own it, realize it, get it and move on.

32:25 Reject imposter syndrome because it will always be there. You will never know everything but know enough and keep that learning and development going into your subject matter because things will be forever. You're going to have to keep up with it, specialize, know your boundaries, know your remit. I'm really focusing on serving and helping a specific person and you will automatically reach that expert level without you ever realizing it. So I've hope you've enjoyed today's episode. I certainly have enjoyed recording it as per usual. Do. Make sure that you hit me up at the Jen@jen-hall.com to email me with any aha moments. Any other questions, anything you'd like to hear on the podcast? Do you let me know? Do reach out, and as always, if you are looking to speak to me on how you can start positioning yourself as an expert to get known as a market leader in your field, then do book a call with me a I will see you in the next episode.

Your Content Plan for 2020 Market Domination
Nov 29

Your Content Plan for 2020 Market Domination

By Jennifer Hall | Podcast

Content creation is always a hot topic coaches, entrepreneurs & service based businesses… but what if I told you to stop creating so much of it and start being more strategic? Its time to save time, captivate attention from your ideal clients and make sales from your content so you can say goodbye to wasted hours at the computer.

In the episode we cover:-

  • The five elements your content must include to stand out, get taken seriously and be seen as a market leader.
  • My easy content creation method to create content that sells.
  • The one thing that will make content creation super easy.
  • The big mistakes content creators are making and what’s no longer working.
  • The power of a content journey.

Links mentioned in the episode:

bit.ly/claritycallpodcast

jen@jen-hall.com

Important people mentioned in this episode:

Jessica Lorimer – 7 figure Sales Coach & Leadership Expert

Alessia Pandolfi – Tech Expert for Online Coaches

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

Hey everyone, as I record this podcast, it is currently a Friday evening, when technically I should be out at a ball. But I was having one of those evenings where I needed to be in, I needed to be cozy. The log fires on the dog is asleep at my feet and I felt inspired to record this particular episode. Now I find it really funny how we can be inspired at the most oddest of times. But I'm a big believer when it comes to creating content that actually following those times where you feel inspired is really important when you feel like you've got 1,000,001 ideas racing through your head, I really don't believe in pacing yourself. I think it's important to get it out of your system whilst you are tapped into whatever divine force is at work, whilst you have that inspired content creation mode that you seem to have sprung into.

That's something that I've always followed and I've learned my lesson when I haven't followed it and I have thought, well, I'm going to have those ideas tomorrow or have it next week. Don't worry about it and actually know, unfortunately, you know, everyone works differently. But what I have found from my experiences when the, when the tap is on, get the cup out and fill it up. So even if you're not creating all of the content in that moment, at least make sure that you write down those headline ideas, write down the bullet points that goes with those headlines because you can definitely take it that you're going to write down that headline and forget what it was all about. So do you take rough notes about the different content ideas that you come up with so that you don't lose those gems and those aha moments?

I genuinely think it's important to capture it at that time. So that's why I have decided to get the mic out and sit here and record this episode for you because I felt in the mode, in, in the mindset to actually create this for you. And actually I was thinking about this, it was around about this time last year that I was winding down for Christmas. But I was in a very different mindset last year. This year, I'm feeling really, really excited for 2020. I had last year as amazing as , you know, 2018 had been, I felt tired. I was exhausted. and I felt like I was ready for the break. I'm kind of seeing Christmas period. I'm really looking forward to it. We've got so many things planned, but I'm also really excited to get back stuck back in in January. We've got so many plans, whereas last year I was a bit like, do you know what?

I could quite easily not come back to work. That's how I was feeling at the time. I was feeling slightly de-motivated and do you know what I think that we all go through that. And I think it's important for us all to talk about these times because it would be disingenuous of me to pretend that I'm on all of the time because I'm not. And last year I had about four month period of hibernation. But what was really interesting is just before that hibernation period kicked in, I had created a ton of content. I batch created a ton content in one of those moments of feeling that sort of divine inspired time. I'd been jotting down all of these different ideas and I batch created a ton of blog posts, YouTube videos and some, some other bits and pieces. and I really dug into that and I strategically created that content, which I'm going to talk a bit more about in this episode about how I do that and what I believe to be the best content strategy for you guys moving into 2020.

But I did this and I had my tools and I have my team and I have my support and that content and outs and that content saw me generating thousands and thousands of pounds during a time where I wasn't really working as such, I was still delivering to my clients because out of everything that was the bit that I was excited to do. I was excited to serve my clients. It was the visibility piece that I was less excited about. I felt exhausted from feeling the need to be online all of the time. but having this batch content that I'd strategically created with these different points in mind, which I'm going to come to, it saw me through. And, this is something, that I talked about openly and I think I mentioned Alessia in the first episode of this podcast, Alessia Pandolfi and she was like, 'this is what I need'.

'This is what I want. I am exhausted from feeling like I'm being visible online all the time and I need a more strategic way of working when it comes to my visibility because I also got a lot of deliverables and output that I need to give my clients. I feel like I don't want to be feeling like I'm being taken away from that. I need to be able to balance and actually enjoy life and enjoy my business.'' So whilst Alessia had a few things that she came to me with. She wanted to create a high ticket offering, and she wanted to feel comfortable in her pricing. But another one of her big goals was wanting to create content that converts, that creates those sales. But without feeling like she's having to be 'on it' all the time. So she caught wind of this and that's about the time that we actually started working together to do the same thing.

And she's done it. She's gotten a ton of time back. she has a very strategic content plan that is generating high ticket clients, which is exactly what she was after, which was fantastic. And by the way, if you guys want to do the same thing after listening to this episode, don't forget to book a call with me using the link in the show notes. That's bit.ly/claritycallpodcast. If you just click on that link and we can discuss how to start creating that strategy for you for 2020 but I think it's really important, like I said, to batch create content when you are feeling inspired to do so. Really dig into that and carve out time. Now, just very briefly, I want to talk about the times where I do also feel like content creation can dry up.

If you haven't done it in a while and it's that starting it back up again and you've been waiting to feel like, you know, when am I going to get these kind of inspired downloads that Jen is talking about and you're waiting any waiting and it doesn't ever seem to happen. Well, this is the thing, sometimes it won't. Sometimes you have to force yourself to get into that creative space. That's something else that I found as well after hibernating for a long period of time, I've actually felt that it's necessary to, okay, I've waited long enough now and it's not coming. I'm going to have to start, you know, start the tap dripping and it is a case of a blank sheet of paper and carving out the time to start creating that content and just starting, even if it is rubbish, drivel coming out, just got to get that flow.

it's a practiced skill that you do have to keep going, going with. So do make sure that if you are in that space where things haven't been flowing, you just got to start. Just make a start and it will come. I'm going to talk about some points a little while, which are hopefully gonna help you to think about, you know, how to, how to create that content for 2020. So there's also something else I want to mention here in terms of how the market is changing and what isn't working at the moment. And it was, my coach Jessica Lorimer, who I absolutely adore, she had first alerted me to it, but it was interesting. I noticed it, but she sort of sounded out to me and I was like, my gosh, yes, this is the way it's moving and it's this whole binge and buy idea ... the binge...

And buy that you would create X amount of hours of content and people will go and they will binge on all of your stuff, all of the value that you give. And then they will decide to buy after watchingX amount of hours worth of content. And it just isn't like that anymore. And I would argue, has it ever been, I'm a high paying client and I'm happy to give my money away where I feel there's going to be a good return on investment. Like the majority of people who are confident in themselves that they all get a result. If they get the right help, they will absolutely, spends that money. But I am, I'm a quick decision maker. I don't need to sit and binge on hours and hours of content to make a decision. and I've been spending a lot of money for, for a long period of time, particularly on my own coaching and my investing in that.

And I don't think that this, this has been working. If anything, it's been training people to sit and watch your free content and wait for more of it. And not buy, your training People out of buying. And, so I just, the massive shout out to Jessica Lorimer, because you know, she notices these trends and I wanted to share that with you as well because I think it's important that we stop doing this. We're actually not only causing ourselves harm in terms of stopping sales, we're also doing our client's potential harm as well because you're keeping them stuck in the same place by continually feeding them with this, with this free value stuff, which, which will really, if we're honest about it, it's only going to get them so far. They need more than that. They need accountability. They need to actually, I don't get to say it here, they do need to part with their money because people who pay pay attention and then taking it one step further, people who pay more pay more attention.

So you have to realize that by doing it you are actually doing everyone a disservice, including your potential clients as well. So I would suggest moving out of this whole 'constantly creating sort of free value' all of the time because it's just going to train people out of it. And actually we need to move our content into something, slightly more strategic. So my advice is to stop creating so much content. At one of my recent webinars, I asked how many pieces of content people were creating per day, per week, per month, and the answers that were given, were either loads or not enough, either loads because of the constant need to feel like they're visible or not enough because they didn't feel like they were being visible enough. And I even had one or two people say that they'd given up because they weren't seeing the traction they or wanted from their efforts.

And you know, I think that's possibly one of the biggest concerns for people who are creating content, aren't seeing the results is will this actually work? What is the point? And they're getting tired of trying to, you know, be out there and create the stuff and it's just not hitting, hitting the Mark. One of the biggest reasons that I've seen for this problem is that people don't understand that there are different layers to your content marketing. So we feel like we're being visible all the time and we get out there and we're on LinkedIn, on the public feeds or out there on our personal profile on Facebook and we're doing live videos, we're posting our little tips and tricks. we are going into perhaps different groups and different places even let's take into account networking events and we're showing up to them and we're showing our face.

But nothing, nothing seems to happen. And the reason is, is because that's just the first layer of your content strategy and actually what you're not doing potentially is inviting them into the next layer into a more intimate conversation. That can't necessarily happen in public. It really depends on, on your industry. and what your helping with as to how open people are about having those types of conversations in public. But even then, even if someone is having this great conversation with you in, in the comments of a social media post or, or even for instance has replied to one of your emails to say, Oh my gosh, that's resonated so much with me. We need to take that conversation to the next level and we need to get them into something more intimate. Whether that is inviting them to have a discussion with you on a call and actually, you know, speaking to them there or offering that conversation in a different space, perhaps in a direct message.

and this depends on platform to platform, by the way. You try and do that on Facebook and people kind of get that, Oh, stranger danger don't, don't type messages to me in my inbox on LinkedIn, that's far more acceptable. So you do have to look at the different platforms that you're using for your visibility to understand if, if that's appropriate, if you're networking, inviting someone to go to a one to one is totally it wholly acceptable. So you do have to kind of look at the different ways in which your being visible as to whether it's appropriate or not, but you do still need to take it to the next level. We can talk about this in terms of just a for now for an easy, way of describing this is that perhaps your out there on, on your Facebook feed and your talking, about a problem that your prospect is, is suffering from and you are looking to talk around that and talking about how you help to solve that problem.

That's great. But then where's the invitation? If people aren't asked to do something and there is no call to action, then they'll read it and go all that stuff. That's great. It's, it's highly unlikely that people will reach out to you if they haven't been invited to. So you have to give them some kind of information. If, whether that is send me a personal message, whether it's why don't you find out some more information here and download this content. Then you've got their email address to get them somewhere else, to get them into a more intimate conversation over in your email. Whether that is, come and join my Facebook group where again, that pulls down that that fourth wall where, where they feel a bit more special, a little bit less vulnerable in that public situation, they feel freer to talk. So think about your content as a journey and as a funnel and make sure that all of your content has a call to action on it.

And that could even be PM me or it could be book a call here and just having that call link so that people know that they can do that and that, you know, that's how you get in contact. And it's a very, very simple tweak, but it can yield so many results just by adding that call to action into your content. So how about the actual contents of your content? So I want to talk you through my five points that I believe are crucial to your content standing out in 2020. And then I'm going to talk you through a very simple content creation method that I use. So the first thing that I believe is very important is relevancy, and by that I mean is that if you want content that captures the right audience, you need to be putting out the right kind of hooks or bait for want of a better word.

If you want to catch a certain type of fish, you've got to have the right type of bait, and that might sound very kind of alluring, but it's the most simplistic way I can describe this because what I see so much of the time is people putting out some sort of giveaways. You know, you have enough free iPad or a free Amazon gift card, you know, if you come and do this thing or join my wait list or whatever else. Now everybody wants an iPad. Virtually everyone wants a gift card. Like who wouldn't want that? And that's the question you need to be asking yourself actually is, who doesn't want my thing? Well, who am I excluding? And who do I actually want in? Who is the person that's actually going to end up buying from me? So when you're looking at putting content out there, it has to be congruent to what it is you're selling.

The same buying intent has to be at the forefront of your content. And in this same thread is when they actually go to buy from you. So have a good thing about the relevancy of what you're putting out there and who it is you're trying to attract. And when you're writing your content, think about one person or one entity, and I use the word for instance, if you're thinking about a particular type of corporate organization, we have to think about one person in order to make sure that our content isn't irrelevant, broad or fluffy, and that we're actually really laser targeting the content so that when they read it, it truly does resonate with them. So it's like, okay, wow, yes, this person who's writing this totally gets me. And that's exactly me because the next thing is that has to be meaningful. If it doesn't mean anything to anybody, then it really isn't going to be read.

Watch, listen to, you have to make sure that you connect with people on a meaningful level, whether that's through emotion or whether it's through understanding or you know, whatever that is, but we do need to make sure that, that it's meaningful to them. So relevancy and meaningfulness. The first two things that you need to be looking at when you are creating your content, does it have those elements in that? If not, then go back and look at your ideal client and get that clarity first around who it is you're speaking to because it's from there that you create great content. The next thing, the third point is creating something that is both intriguing and fresh. One of the best ways to get people reading, watching, listening, and continuing to read, watch and listen, is to build in curiosity, to build in that intrigue, that interest in every line so that they are, you're opening up a loop that has to be closed.

It's like leaving. You want a cliffhanger that you can't, you can't not know and that's what you're looking for in all of your content, particularly when it comes to your call to action. So when you're looking at how you're building that content, you want to be thinking by the time you get to the call to action. They need to be salivating or frothing at the mouth to get that next thing. So have you built that urgency? Have you built that intriguing curiosity for them to find out the next thing whether is to directly speak to you or whether it's to download something or go somewhere else. You need to be priming them with that curiosity and that intrigue and that need and want to find out more. But on the other side of this, it's also ensuring it's fresh, I guess as you probably have its own point in itself and that's if people have already heard the message before, if they've already seen content like it, then they're going to tune out.

And this is where all the people out there who copy other people's content are going to be failing miserably because at the end of the day, you have to write from the heart. You have to write from you, from from your mind and your mindsets. It's got to be unique to you and you have to write it in a way that has a style that grabs attention. Like I said, if the message has been heard a zillion times, they're not going to, they're not going to tap into it. They need to tune in because it's something new and fresh. So when you're looking at your content also, you know, I don't know what you to get stuck into comparison. It can't comparisonitis mode. You know, if at this point it's about just getting pen to paper as it were and getting something out there and that's going to help you start from where you're at, then go ahead and do that.

At the end of the day, it's better to get started than to get stuck. But if we're looking for excellent content and you're looking to take it to that next level, looking for that freshness and what you're creating is very, very important. And then the next thing, the fourth point that I want to mention is sophistication. Now I'm talking about sophistication in a way that again, we have to look at who are we targeting? Who is this content designed for? And is the message that I'm providing? Is the information within this, this article, this podcast, whatever it is you're creating, is it sophisticated enough that's going to blow their mind or is it going to fall flat? Because again, they've heard it before. So sophistication in your messaging is very, very important. So think about your ideal client and where they are on their journey and actually what is it that they need to hear in order to get them to sit up and listen and take action.

Because if it's an immature marketing message, it's not going to be listened to, are going to be, you know, not necessarily even, it's not even going to resonate with them or anything like that. They're just beyond that stuff. Now. So be very clear about where, where your ideal client is on the journey. Yes, you might understand your niche and your industry and you know, a ballpark of, of the, of the type of person that you're, you're helping, let's just say entrepreneurs for the moment maybe, but actually where are they on their entrepreneurial journey? Are they starting out, you know, is the messaging you're giving way too overwhelming for them? Is it too sophisticated or are they further along the line? And actually you need to make sure that you are upping your game in terms of showing them that you have intelligent knowledge of where they're at and a true understanding of the level of which they're at, so sophistication is really important.

And then the next thing, the last thing that I think is so important to inject into your content for 2020 is thought leadership. Now this is something that gets missed off so many times. And when I'm talking about thought leadership, I'm talking opinions. Okay? So if we're going to talk about this in layman's terms, that's what I, what's what I mean here. And to be a market leader, this is so important. You need to express opinions about the things that matter to your ideal client that are relevant to your area of expertise or industry and the actually take a strong stance. So why did we find it so hard to inject this into our content? The first one is we're scared of the feedback and criticism that comes with sharing a strong opinion. You might be perhaps even unaware of the opinions that you have because you're out of touch with what's being shared in the industry.

And if that's the case, there's an easy fix. You just get in amongst it and become more aware about what other people are talking about. That's not a hard thing to do, so you make sure that you are making an effort to do that. If you're feeling a bit out of touch with, well, you know how, because if you don't know the different sides of the coin, you don't know where to sit. So become aware of where you sit and really stressed that opinion or the perhaps we don't believe that our opinions matters. That's also another one where we worry about sharing an opinion for the sake of getting attention that might bring an negative response. Now this is the thing is whilst you need to inject opinions and thought leadership into your content, be intelligent about it. Don't do it for the sake of stirring the pot because those are the types of posts that tend to backfire.

I do believe in absolutely researching all the sides and really putting yourself in the shoes of each side of you know, if the argument as as it were, because I think unless you can come and have an understanding from all sides, you can't form a strong opinion because you'll just somebody that will come along and we'll fire you down because you haven't really thought through what you're talking about because you've just decided that you need an opinions and you're going to have one, and then you just look like a fall. Again, I'm not one to mince my words. If you found out by now on this podcast, I'm not going to fluff it up for you. What I'm doing is I'm helping you to be a better leader and in order to be a better leader, we have to be thinking strategically about forming those opinions.

So do your research, do your thinking time on the opinions that you're going to putting out there to ensure that you have a well rounded one and that you are happy to defend your point of view. Because at the end of the day, let's not pussyfoot around. You're going to get trolls. Okay? And there's no point we saying, well, you'll be fine because people will speak up. They will have a different opinion. But who are you trying to attract? You know, from what side of the coin are you trying to get people from and all of those other people who don't resonate with that opinion, they don't really matter, but nobody's going to pay attention to you if you consistently sit on the fence. People want you to be fighting for them and their cause. And if you're not on their side, they're not going to feel that resonance and that connection and that trust because they need you in their corner.

So who's corner are you in and what is it, what cause is it that you are fighting for? That would be my biggest piece of advice when it comes to thought leadership to find out those things because then you can really get behind that cause and you can defend it for you know, on behalf of those that you want to serve. If you truly believe in what you have to say and it comes from a place of good intention for the people in your market, then why not share your opinion? And if you believe in the work you do and you get great results for your clients, your opinion matters. Some of the world's most love leaders or thought leaders, Brene Brown, Gary V, that also depends on what side of the coin you sit with, that Seth Goden, Martin Luther King, Nelson Mandela, Winston Churchill, they all had very strong opinions and still do.

Some of them have very strong opinions. Sharing your opinion. Does it mean you have to be a Dick about it? There we go. I'm going and have to put in an explicit on the, on my first several episode on my podcast. But even then you're still gonna find people who disagree. You can't be a thought leader without ruffling a few feathers, a great quote, from Debbie Millman, the queen of branding. I just want to read this out to you. She said one piece of advice I think that we should ignore is the value of being a people person. No one cares if you are a people person, have a point of view and share it meaningfully, thoughtfully and with conviction. And I just think that sums it all up. In order to resonate with people and for people to be back you up, be in your corner, you have to find your tribe, your people and the meaning and conviction behind the cause that you are supporting.

A really quick tip to help you start creating some great content for 2020 is first of all, in fact, I can do this in two parts. And the first thing is, is get clear on who you're speaking to and not just in a, in a general or I knew who my ideal client is not filled out an ideal client avatar. Brilliant. I mean, really get clear on the kinds of problems they have. What are their goals? how is it that these problems are impacting them? What symptoms are they experiencing and not from a place of being in an ivory tower and knowing will I know what's wrong with them? I know what the root causes. Yes, you do know what that is because you are the experts, but they need you to come at it from a different level. They need to know that you get them and that you understand what they're experiencing both from a positive and a negative angle.

So you need to understand who they are, what makes them tick, and really what is going on at that. That third layer that isn't just, you know, tick, then they need to lose weights, well I can help them because I'm a weight loss coach. Know what, what is really going on for them specifically, you know, are they also diabetic? how is, what's the biggest problem for them because if they wait, is it perhaps that their sex life is on the rocks? Is it that they can't bear to show themselves up on stage or to stand up in a meeting? Like how is it impacting their life specifically? And that's where you can really dig into a specific person that you can help. And that's when you can really start to specialize. And when you do that and you, you have that grounding and who you're talking to, your content really comes to life and really starts to make a big impact.

So after you've got that clarity, I tend to write down the three things. What are their goals? What are their problems that achieving that goal? And then what are their objections to doing something about solving that problem or achieving that goal? What is going on for them that is stopping them from taking the action. So I write all of these D three things down and Trello, by the way, just a bit of a product placement there. Trello is a great place to do this. Google it if you don't already know about that. And you can use the three lists, columns to write down goals, problems and objections. And you can list out those different things side by side so you can really see them. and then you can look at your USP's and or even just your selling points. You know we've talked about your concrete USP in the first episode of the podcast.

So if you haven't listened to that, make sure you go back and listen to it because that's extremely important to have. But then also you just have selling points as well that might not necessarily be unique to you, but they still serve as a, as, as a good selling point. So you want to be looking at all of those, have those at the ready because then you can say, okay, so how does my selling points? And my USP and my knowledge around my industry and what I do, how can that help each of those areas? And how can I educate my market? Or in fact, let's even think about this now, my individual within that market. Cause when we're talking to one person, how can I help that individual within that market to overcome those problems, achieve those goals and change their mindset around their objections by coming from it at a different angle.

And that's where you can inject that thought leadership into your content by helping people to see things differently come, come at it from a different angle to help them overcome that, their fears, their objections, their concerns, their confusion, the lack of clarity that they have. The, I don't know if this is possible for me that, I mean there were the objections around this and the individual to the person you are looking to serve. So if you can find all of those things and you can look at how you help each of those points, you can start to create content around each of those different areas. Sometimes we're pulling it all together. Sometimes by singling out a particular problem. Sometimes I singling out a particular objection. Now the more technical the objections gap because the objections, journey can go through whole different stage. So for instance, the first objection could be is it possible for me that I can overcome this challenge or is it possible for me that I can achieve this goal?

And you need to create content at that first level that helps them experience that, yes I can, I work here now and it's possible for me. Then another objection pops up and another objection pops up all the way to when it comes to buying your particular package and you need to create a piece of content around the price objection. You know, why does it cost this much? How can you help them make it more affordable by payment plans? They know that's your selling point is the payment terms potentially, but actually they can pay over a certain amount. So you can see that the objections change every stage. But there is gen generally a sequence of those objections they have on one after the other and they won't even get to the price objection because they're still at the objection of 'is this possible for me?'

So you have to be very clever about creating that content that overcomes those objections that each of the stages, now this might sound all very complicated and to a certain extent, yes it is, but let me tell you, it's necessary. If you want to succeed with your content in 2020 we all have to up our game slightly because people are inundated with content all of the time and they're choosing out of 80% of it because we just gone perhaps even more. I'm picking that figure out the air. I'm basically telling you that their tuning out of a lot of stuff, and if it's not resonating, if it's not meaningful, if it's not helping them move along that line to make progress, then they're just going to tune out of it and it's not going to hit them at all. So whilst it is getting ever so slightly more complicated, we're going to have to get better at doing it because if we don't keep up, if we don't start being more strategic about how we create our content and seeing it as a journey and using those call to actions to take them through that journey, then we're just going to get left behind and you're going to get left in that.

That whole problem of, well, I'm visible all the time, but I'm never seeing any traction. I've never see anything happen. Well, it's because you haven't got all of the pieces together quite yet. And the thing is you can't be that. You cannot be perfect. There is no way that's possible, but you can absolutely certainly work towards it. Like I said at the beginning of this episode, Alessia was in, was in the exact same boats. If any of you listening who was feeling overwhelmed by creating the content for 2020 and they thought that doing the behind the scenes office walkthrough and chucking out and curate some curated content from other people was going to be enough and you're now thinking, okay, I'm going to have to really up my game. But it's all quite overwhelming. Alessia was in the same spot as you when she first started working with me.

Now, you know, she's not a content specialist, but I get people coming to me who know that, that, that she's worked with me, complimenting us on the content that we've created for her and she gets people coming from it, you know, high paying clients from that content that was not happening before and it's taken, you know, it's taken a good six months for her to really hone in that talent. The, the results started happening much quicker, but she, you know, in order to master the way she created content and to actually see those continuous solid results, it does take time. It isn't a quick thing. So what I don't want anyone to feel is concerned or confused that it's not happening right now, but you have to start somewhere and you have to. The first step is recognizing that it's time to up your game when it comes to content creation for 2020 so there we have it.

Those are my biggest tips I can give you to start dominating your niche, dominating your market with your content moving forward into next year. I wish you the best of luck and if you need any help with with doing that, without, without creating that content plan, finding more clarity on who it is you're targeting to create it, then do make sure you book that call in with me at bit.ly/claritycallpodcast And get that call booked in and it's been great speaking to you guys about this. Again, hit me up at jen@jen-hall.com if you have any other questions, anything that you want to say, have your say do let me know. I love hearing from you, and do make sure that you subscribe to the podcast so that you don't miss any episodes and I'll see you in the next episode.

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