Coaches run into all sorts of problems when trying to stay on top of their content marketing.
Most of the time, they get stuck when creating their marketing because they’re thinking and writing at the same time.
This causes them to fall behind schedule in their marketing, so they fail to follow-up with their prospects.
It’s a slippery slope.
There’s a strategy I use to turn those problems around. It’s based on the old game, Twister. I call it Content Twister.
Instead of body parts and colors, though, it uses hot buttons and writing styles.
Content Twister makes writing easier, keeps you ahead of schedule, and builds demand for you as a coach.
Let’s get started.
Content Twister makes writing easier, keeps you ahead of schedule, and builds demand for you as a coach. -Taki Moore [Tweet This]
The first key principle for Content Twister is to identify and speak to the top problems and goals of your market.
There are 50 different things you could talk to your prospects about right now. Some of them are relevant, others much less so. I want you to identify what I call the Decision Drivers.
Figure out which topics are absolutely crucial to your prospects. If you talk about XYZ, 80% of your prospects’ ears will prick up, their eyes will get big, and they’ll salivate. This is the stuff that matters most.
What exactly is a hot button?
A hot button is any important and relevant issue to them.
Pushing hot buttons gives you the ability to (in a non-manipulative way) insert the right “pin” into the right place and create the reaction and response you want.
We will identify the top three problems and top three goals of your target market and only speak about those things – over and over again.
For example, if you’re a business coach and you help people with marketing and sales systems, there’s a good chance one of the hot buttons is Make More Money. It doesn’t have to be elaborate. It’s just as simple as that.
I was talking with a great marketer, Eben Pagan, about email newsletters. His email newsletter was one of the things that first inspired me to master content marketing.
At the time, he’d written the most incredible newsletter about dating and how to pick up women.
FYI, I’m a happily married man and have no thoughts to pick up anyone and haven’t for a real long time, but his dating newsletter was just so well written.
I later found out that Eben set a goal of creating the world’s most valuable email newsletter.
As of now, he has over five years of content!
When talking to him, he told me they analyzed all the words in all the emails over the past five years. They found two words that came up again and again and again.
Remember, this is a newsletter aimed at men who want to pick up women – guys who want to get a date.
The two most frequently used words from the newsletters for five years were “you” and “woman”. The message was simple.
“You get woman.”
He’s pushing the hot button. He’s talking about the right topic to the right audience again and again and again.
That’s the first thing we need to do in our marketing content.