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HOW TO BUILD POWERFUL CONTENT

How To Build The Content That Warms A Prospect Up So Much That They Start Loving You?

Before we start going over the structure and frameworks of the content, let’s first list out the different types of content that can be used and shared with our cold prospects.

  1. CASE STUDIES
  2. TESTIMONIALS
  3. YOUR PROCESS TO DELIVER THE TRANSFORMATION
  4. YOUR POINT OF VIEW OF THE MARKET
  5. STORIES ON SOCIAL PLATFORMS.

CASE STUDIES + TESTIMONIALS

I’m putting these together because they are more effective together and there is a higher chance that the client that you delivered amazing results for, also gave you a testimonial ;)

If they didn’t….get them to give it to you!

Here is how you should structure your case studies + testimonials:

  1. Start by explaining the Before State

“Before engaging with {company} they were {previous }. Their metrics were {insert previous state metrics}”

  1. Go over the After state

“ After working with our team, the results were great: {insert after state feelings, metrics, etc}

  1. If you can mention the name of the client/company - even better!
  2. Include a little message/ testimonial of the client, maybe using a screenshot of a message they sent you or maybe of the quote if it’s on your website.
  3. SCREENSHOT OF THE RESULT ( Ads manager, stripe screenshot, showcase revenue generated, ROI, ROAS, etc)

I know that some may be using white label agencies/ media buyer’s case studies so please do your best to follow the structure above but you won’t be able to clearly explain the story if you don’t have the Before State or all the metrics!

This case study/ testimonial should be shared with the prospect in video form, so you’ll need to use Loom and walk the prospect through the Case study/testimonial.

MECHANISM USED TO DELIVER THE TRANSFORMATION

This one can be a bit harder to create as there are way too many components of the actual mechanism, so what I suggest doing is picking the top three most important aspects of your service delivery, the 1st, 2nd, 3rd thing that is really crucial for you to understand and solve in order to create a successful campaign or deliver the right transformation.

As everyone is delivering different services, I can’t actually give you a structure for this but I can use my own service as an example:

The top three important things to create a successful prospecting campaign are the Channel being used to prospect on, The ability to find leads on that channel, and the approach used to convert these leads in to a warm lead that want to get on a call.

I can decide to create content based on the reason why it’s important to choose the right channel, the consequences of selecting the wrong channel, the outcome of selecting the right channel.

ETC

If you are advertising, maybe you can talk about the importance of having a large enough budget to TEST!! Share the consequences of not having a budget important enough to test different variables ( audiences, copy, creatives), go over the outcome of having a budget enough to test these things.

If it isn’t clear what process of your service that you can create content on, then please reach out to me!

CREATING CONTENT ABOUT YOUR POINT OF VIEW OF THE MARKET

This form of content is to help your audience/ prospect understand that you know stuff...you know about their problems, you know about their desires, you know about what they have tried but failed at, you know about the WAY OUT...the fastest way to get what they desire.

The goal with this one is to keep it simple:

  1. Start with an observation that you have made about a certain niche - it can be about what they’re doing wrong or why they can’t get what they want.
  2. Talk about how others have been able to achieve it, fast, efficiently, profitably.
  3. Talk about the fact that you offer a solution to this problem.
  4. Show some of the results that you’ve been able to get for your clients ( If you don’t have any..skip this)
  5. Add a CTA at the end of the video “ If you’re interested in learning more, please click the below or send me a message” It’s important to always add a Call to action in every video/piece of content that you make.

SHOWCASE RESULTS THROUGH YOUR STORIES ON IG/FB.

This may not seem like an effective way to warm up your prospects, but you might be surprised about its effects.

The goal with this is to remain consistent, you don’t want to post a highlight or even a post on your social media and think that this is...NO!

Every week...every day if you can, you should be sharing the results that you’re getting your clients, the work that you’re doing, literally your workday if you can.

This shows everyone that you’re someone who they can trust, cause YOU SHOWCASE PROOF THAT SUPPORTS YOUR CLAIMS.

Of course, this can’t be used when doing follow-ups or cold outreach but when people visit your social media, they’ll see that you’re congruent with your message.

If you use Instagram and Facebook to just watch other people show off their results and you don’t do anything...PLEASE START FLEXING YOUR RESULTS...even if they’re not yours lol.

DO IT...CONSISTENTLY..DAY IN ..DAY OUT.

What is the ideal length of time for these videos?

I suggest keeping every piece of content between 4-10 minutes, you don’t want to make them too long as most people won’t view the whole thing and our goal is to get everyone to view the whole thing, so they can at least hear the CTA!!!

How will we share this content with prospects?

  • The best thing is to have it available on your social platforms, especially the one being used to prospect.
  • These pieces of content will also be used within the message sequences + the email follow-ups! We will use it to warm up every prospect who is still ignoring us until they respond and book a call.