How I Used Content Marketing To Build a £220,321 Per Year Consulting Business

By Oli Luke

Before I get started, I just want to make something clear.

This blog goes into a lot of detail explaining how you can build a strong audience and genuinely engage with your ideal prospects.

I cover everything from structuring your “Expert Story” to writing consistent, entertaining copy.

But I need to get a few things off my chest before I begin.

1. I’ve used myself in quite a few of the examples.

I explain the concept/strategy, and then use my own personal audience/story/content as a demonstration.

This is NOT because I’m some kind of self-centred twonk – it’s so that I can demonstrate the concept in action for you.

Where I can, I’ll try to use different examples.

2. Use this content for the right reasons.

I’d like to think that this doesn’t need saying … but what I share within this blog will help you to engage, build trust and win an audience’s attention.

Please ensure you’re using these techniques for the right reasons!

If you’re just going to use this to line your own pockets, then this isn’t for you.

The only reason that you should be reading this is because you want to help more people. Simple as.If you want to get your message further, get more attention and turn more people into clients that you can help to achieve a desired result, then please read on.

3. Don’t re-sell this or rip off my content.

I’m not claiming that everything in this blog is original – some of the concepts I’ve picked up from others and added my own unique twist to.

But please don’t blatantly copy my content and pass it off as your own.

It’s not big or clever.

Who Is This For?

Before we begin, let’s make sure that the content that I’m about to share is relevant to you.

That’s because this blog is for a VERY particular niche of business.

What I’m about to share isn’t necessarily the best approach for most businesses, so please take a few moments to read this short chapter to make sure this is relevant to you.

The content that you’re about to learn is specifically for businesses that help others to achieve a specific result.

Ideally, you’re an “Expert”.

What I mean by this is that you help people, whether in the form of products or through coaching/consulting/training to achieve a desired result.

Whether that result is better results within their business, better results within their marriage or even helping a bride to get into her dream dress for her big day.

Essentially, your customers are buying your expertise and are coming to you in order to fix a problem or achieve a specific result. 

In order for them to invest with you, three things must happen.

  1. They must TRUST you (as the person that can help them).
  2. They must LIKE you (wanting to spend time working with you).
  3. They must RESPECT you (having full confidence in your expertise).

The style of marketing that I’m going to share with you is the most effective way to meet all three of the above.

I’m going to show you how you can build immense trust by clever positioning and regularly sharing your expertise through content.

I’m going to walk you through the process of how you can make a mass number of people like you through relating to them through your story and authentic personality.

And most importantly, I’m going to show you how you can win their respect to be the only solution to their problems.

Introduction

Firstly, I’d like to thank you for reading this blog.

This has been written to help you get your message in front of more people, win more attention and turn more prospects into paying clients.

Now before I explain what I’ll be covering in this blog, let me jump back to the core reason that underpins everything that I’m about to share.

Your aim with your content and your marketing is to win attention.

Right now, attention has never been more difficult to acquire.

Your prospect has a million and one other things that they could be looking at, watching or doing … most of it is probably much more exciting than us.

Our aim is to capture their attention, hold their attention and use their attention to create further actions.

Every second is precious.

We need to take complete advantage of our spotlight.

In this blog, I’m going to show you exactly how you can do this.

I’ve broken it down into sections, which go into detail on specific forms of content and then I explain how you can “squeeze the most juice” out of your content by re-distributing across different platforms.

We’ll then finish by creating you a content plan for the next 90 days.

Here’s what I’m going to be covering:

1. Your “Expert Story”

How you can structure your story in order to attract your ideal clients, be authentic and be memorable.

This includes structuring your story, being authentic and ensuring that you strongly resonate with your audience.

I’ve also got an exercise for you to complete, which will help you to determine your story’s structure.

2. Your Personality/Character

Now I use the term “character” loosely, as this is all about being as genuine as possible.

I’ll explain how you can be yourself in a “professional” sense and use your interests/personality to create a community of relatable raving fans.

3. Why Content is King

I’ll explain the importance of using content to resonate with your audience, and how you can ensure it’s entertaining, gets read and gets shared in order to expand your reach/influence.

4. Email Marketing

I’m going to go into advanced detail on how to write consistent daily emails.

I’ll explain why this works so well, how to do it and I’ll share the formula that I use to consistently write highly engaging personality-based sales messages.

I’ve even included some examples with a breakdown of the structure, so that you can see it in action.

5. Video Show

I’ll show you how to create a highly engaging video show even if you’re terrible in front of a camera.

I’ll walk you through the benefits, explain how you can choose your concept and go through all the details that you need in order to create a high-quality, engaging show.

6. Blog Posts

I’ll show you the style of blog that’s working incredibly well for us right now – by taking the reader through a process of where they are now to where they want to get to.This allows you to attract your ideal clients that are in pain and are looking for help, by giving them “Results in Advance.”

7. Offline Newsletter

Not many people do this, but reverting to tried & tested direct mail is a solid way to get the content in the hands of your ideal customers, in an attention-rich style of marketing.

I’ll walk you through how you can do this effectively, in exchange for hardly any time/energy by cleverly outsourcing.

8. Distribution

I’m going to walk you through the process of how you can create your video series, podcast, blog posts and offline newsletter in exchange for just 15 minutes of your time by cleverly re-distributing your content.

That’s a big statement, but I’ll walk you through the exact process to cleverly outsourcing with detailed instructions.

9. Your Content Plan

Now that you know what you need to do – we’ll map out your next steps.

You’ll also be able to complete a calendar to map out your next 90 days’ worth of actions.

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You’ll find that I cover some subjects in advanced detail and that I touch upon others.

But overall, this blog gives you a complete run through of everything you need to know to build a fan base and start attracting your ideal customers.

I really hope you get serious value from what you’re about to read – it’s strategies and techniques that I’ve acquired from working with a number of high-performing “experts” across numerous industries and studying content thought-leaders. 

Your Expert Story

In this chapter, I’m going to explain why your story is so important and how you can structure your past in order to strongly engage with your ideal clients.

I can’t stress the importance of this.

It’s absolutely vital – if you don’t have this right, then there’s hardly any point in investing all the time and energy to implement the content that I’ll be sharing over the following pages.

So, please make sure you spend time getting this right.

Your story and the reason why you are where you are today is everything – it’s what separates you from your competitors, it’s what will make people engage with you and it’s going to be the clincher in a lot of prospects’ decisions.

Look, here’s the truth …

People like working/spending time with people like them.

We’re attracted to people that have similar opinions, similar belief-systems and come from similar backgrounds.

Just think about your favourite films, TV shows and even celebrities.

I’d take a guess that you can see yourself in those people or they have similar belief systems to you – we’re instantly attracted to them.

That’s why your story and the way that people perceive you is majorly important.

In this chapter, I’m going to explain how you can structure your story in order to attract your ideal clients by matching their belief-systems and allowing them to resonate with your message.

But before I dive in, I need to be really clear up front.

The most important part of all of this is that you’re authentic.

If you try to bullshit at this stage, you’re going to get shown up and find yourself in a living hell.

That’s because if you try to make yourself out to be something you’re not OR you try to manufacture a story in order to impress your audience, you’re going to get caught out.

Once you stick your neck on the line and start growing your audience and being more visible – jealousy will drive people to do some intense detective work to bring you down.

Even if your story feels boring and you believe that nobody will engage with it – your authentic story will always perform better than trying to be something you’re not.

Plus, I can assure you that police chases/fights with sharks are probably much less appealing to your ideal customers than a real person that’s had a similar journey as them.

Now that that’s out of the way, let me talk you through structuring your story.

In order for your “Expert Story” to work, it needs to fit a very precise structure.

What you’ll find is that most of your favourite film & TV characters’ stories are based on this structure and as you start to apply this structure to your story, you’ll see just how important this is.

Let me talk you through the structure.

1. Background Information
This is all about your background and your core beliefs.Where are you from, what did your parents do for work, have an interesting upbringing, anything happen in your childhood?Your background influences a lot of people.Maybe you have a council estate background or maybe you went to private school – but I’d take a guess that your ideal customers probably had a similar experience. You attract people like you.

2. Your Worst Moment
A key part of your story is your darkest moment.What was the biggest low-point in your life? What pain did you go through and what did you learn from it?Do not feel like you have to hide anything from your audience – the more real and authentic, the more powerful.

(SIDE NOTE: If this pain is a very similar position to where your ideal prospects are now, then this is incredibly powerful.)

3. Your “Aha” Moment
What did you do in order to overcome your dark moment and change your life?What was the breakthrough or moment that you made the change?Did you take a gamble, did you invest into something, did you think “enough is enough” or did something happen out of fate?

4. Where You Are Now?
What do you do now?
Why are you so good?
Why should your prospects work with you?
Why does your experience qualify you to help them?

Does that all make sense?

You feed people some information about your background, you talk about your darkest moment, how you overcame it and why you’re now in the position to help them with their problem.

Now, you may be looking at that and thinking:

“That looks interesting, but I have no idea how my story can fit into that structure.”

So, to make this easier, let me give you some examples.

We’ll start with my story.

  1. Background Information

From a working class family on the outskirts of Manchester – nobody in my family had ever started a business – I had to go through a lot of resistance and pressure to launch a business.

[This resonates with the clients that I enjoy working with as they commonly have a very similar background.]

  1. My Worst Moment

When I was charging hourly as a copywriter – I built up a lot of clients, was earning good money and had thought that all my dreams would come true when I hit my dream financial figure.

Instead, I was working too hard, I had burnt myself out, I’d lost most of my friends, my health deteriorated, and I was very close to losing my long-term partner.

[Either my ideal clients will be in this position now, charging by the hour and are feeling burnt out because of the work, or they’ll have had similar “working too hard” experiences and want a much more leveraged business.]

  1. My “Aha” Moment

I hired a mentor to help me break through the pain and restructure my business.

I ended up working with one of the world’s best marketers; I learnt so much high-value content, which quickly allowed me to build my business much more intelligently, sell out a consulting programme, scale up a continuity programme and be paid what I deserve – all with a very automated business.

[This has a number of advantages; it signifies that investing for help is the right thing to do and it proves my credibility.]

  1. Where Are You Now?

I now help “experts” (coaches/consultants/authors/service providers) to get paid what they’re worth, help more people and enjoy their business, without working too hard.

[This is what my ideal clients want – they want more money, more respect and a business that they can leverage.]

Do you see how this works?

Let me tell you, when I mapped my story out, I struggled.

There was a lot of information that I wanted to include that wouldn’t fit into the structure.

  • I started a sex toy e-commerce business when I was 15 (really wanted to include this).
  • I had my wrist slapped by the police when I was 17 for selling door-to-door without a license.
  • I worked for a reputable marketing company.

I felt like I had to include all of this – but in order to fit the structure and resonate with my ideal clients, it wasn’t relevant.

I had to be strict and make some decisions in order to keep it simple.

Regardless of whether you’re a Secret Assassin or you’ve done nothing particularly exciting – ensuring that your story fits this structure is essential.

One common problem a lot of people have at this stage is that they think their story is boring and struggle to come up with moments to fit this structure.

But you need to keep in mind that your ideal clients are looking for somebody that is real and authentic.

Your story doesn’t have to be crazily dramatic.

It just needs to be genuine.

In order to make it easy for you to fit this structure, I’ve created the following exercise for you.

So, your story should now have been added into the four columns – now it’s a case of stitching it together.

Tie up any loose ends and ensure any questions are answered.

Obviously, it’s your true story – so it should tie itself together and be congruent.

But make sure it’s solid.

Once you’ve got it – then you need to ensure that you live and breathe it.

This is what you’re going to be known for and you need to make sure that your audience knows it.

If you’re being interviewed on a Podcast, tell them your story.

If you’re talking to prospects, tell them your story.

If you’re building a list, then make sure they know your story within the opening emails.

Your story is everything and will be the core of all your on-going content.

Your Personality/Character

This is almost controversial.

I use the word “Character” with a pinch of salt, because I’m not suggesting that you should be something you’re not. 

Authenticity is absolutely vital here.

If you try to be something that you’re not, you WILL get caught out.

But I encourage you to embrace your weirdness and quirks and be confident to be your true self.

Now, I’m not asking you to wear your dead grandma’s clothes and record yourself singing “Bohemian Rhapsody” on YouTube.

But I want you to be confident enough to be yourself without worrying about coming across as unprofessional.

As I said, your audience NEEDS to resonate with your personality in order to build the confidence to invest in you.

Being yourself and using your personality in your content is a very powerful way to do this.

If you have a hobby, an interest or something that defines you socially – then you’d be crazy not to talk about it.

You will not bore your audience by being yourself … and if you do, they probably aren’t the right fit anyway.

I talk about Morrissey (arguably one of the most disliked artists in the world) and football all of the time.

It’s because I listen to The Smiths hourly and have a sickening obsession with football.

Some people really resonate with this, others don’t.

But it’s me … and that’s absolutely key.

So, please talk about your interests and feel free to include them within your email copy, content and video – they define you … if people don’t like that, screw them.

You’ll find that you’ll attract similar people that are perfect clients.

Using Your Personality In Copy

One thing that has made a huge difference to my copy is that I try to make it sound as close to my own voice as much as possible.

This means that I open every email with …

“Alright, [First Name].”

Now, I don’t know anybody else who does that.

But the reason I do it is because it’s how I speak.

If we had seen each other in the street, I’d say “alright mate” or some variation.

It starts the email off with my voice, which then perfectly leads into my message.

My aim with all my content is that the reader reads it in my voice – I want to sit on as many shoulders and talk into as many ears as possible.

By opening the email up with ‘Alright’ – it instantly becomes my voice.

Alternatively, at the end of the email, I finish with …

“Natter soon”.

I wouldn’t particularly say this in conversation but it sums up my northern Manc accent.

These little things really do make a difference in defining your voice and making it belong to you.

So much that if anybody else opened an email with “Alright …” – it would almost feel like it’s been stolen from me.

It’s a word. It can’t be stolen. But I’ve put my name to it.

You should do the same.

Writing To a Friend

When I first started writing copy, one of my biggest struggles was finding my voice.

That might be a surprise now.

But I always reverted into writing in some form of professional third person style that I had drilled into me in school.

The best piece of advice that I received was to write emails/content like I was writing to a friend.

And to be more specific, choose an actual friend and write your copy to them.

Because, well, you pretty much are.

For the first 18 months of writing copy, I always used to address my copy to ‘Adam’ – who’s a close friend that runs a business and is in my market.

This allowed me to effortlessly start writing in a personal style of copy and made it much easier.

Then before sending the email or firing the sales letter out, I’d remove Adam’s name and enter the prospect’s.

Using your own voice throughout your content is essential – it makes it yours, it makes it recognisable and your audience resonates with it much more.

Maybe this involves using slang or maybe it involves dropping a F-bomb.

But don’t edit yourself too much.

Remember, you’re aiming to attract your ideal clients (people that like you for being you). The more you can be yourself, the better quality clients that you’ll get.

Why Content is King

In order to persuade clients to invest with you, you need to win their trust and prove that you can help them.

The most effective way to do this is through content.

Now, content isn’t exactly in short supply.

It rules our lives.

Yankelovich, a US marketing research firm, states that consumers in the 1970s were exposed to 500 marketing messages each day.

That’s a lot, right?

How many do you reckon we’re exposed to now?

Well, according to this study, it’s more than 5000.

This means that getting attention, which is the most valuable resource you could ever hope for, is very difficult.

In 2010, the average customer supposedly engaged with five pieces of content per purchasing; in 2014, it was supposedly 20 times.

What are we guessing now?

30+ times?

Just think how crowded your marketplace is getting. It’s never been easier to start a business, so-called experts are popping up everywhere and getting a fancy looking website can be done with free tools and limited design knowledge.

It’s scary.

But one thing that nobody can compete with is your expertise.

If you’re the real deal, then your content is the key to positioning yourself correctly and getting your audience’s attention.

Regular, consistent content gets you in front of your audience; it allows you to show up, offering them help/guidance when they need it and it allows them to see you as the “expert”.

The more you show up, the more they see you – the more they see you, the more nudges you’re making towards their investment.

Here are some of the reasons why content is the perfect client attraction strategy.

There Are No Technology Limitations

Twenty years ago, if you wanted to get your video, article and audio content to your audience – you’d have a big bill for your television, newspaper and radio ads.

Right now, you can get in front of your EXACT audience, quickly, efficiently and from the comfort of your computer … for effectively free.

It’s free to upload a video to the world’s biggest video platform, it’s free to publish content that will organically rank on the most used website in the world and you can upload to iTunes for free (the biggest podcast publisher in the world).

Getting your content in front of eyeballs (or earholes), has never been easier.

Social Media

Social media allows you to reach a sizable audience of your ideal clients for a very low cost – even for free at times.

Best of all, if your audience likes your content (and I’ll show you how in this blog), then it will get shared organically.

Google

Your content instantly gets ranked for free on the world’s biggest searched website and if it perceives your content to be relevant – it will show it to people that are actively searching it.

Google adores content and if it’s good quality, they’ll heavily reward you for it.

Your Audience Loves It

Want to build great goodwill and actually help your prospects before asking for the sale, then content is perfect.

It nudges your prospects closer and closer to the sale and it means that persuading them to dip their hand in their pocket and invest with you is much easier.

Great, well-distributed content makes the selling easy.

It Builds Huge Positioning

If you put great content out that flexes your expertise and helps people get results, then your prospects’ respect and admiration for you will grow.

The more it grows, the better they’ll regard you, the stronger your positioning will be, which means you’ll sell more and for more money.

There isn’t a more effective way than increasing your positioning than putting out high-quality content.

Over the following pages, I’m going to walk you through exactly how to create constant, high quality content that builds huge goodwill with your audience and drives more sales.

Email Marketing

One of the most critical parts of my engagement with my audience has been sending consistent daily emails.

I will whole-heartedly say right now that spending 30 minutes per day crafting an email has been the number one reason why I’ve been able to build my business.

The reason that daily email works so well (especially for us experts) is because it allows us to show up and be visible in our audience’s busy life, consistently.

We’re there, we’re helpful, we’re engaging, we’re funny and we quickly become cared for, respected and liked.

I can tell you now, having an engaged audience that receives consistent daily emails results in having the greatest clients.

For one, it makes it really easy to persuade people to invest premium fees with you because they have huge respect for you and want to get closer to you.

Secondly, you don’t have to hide your flaws.

If you’re sleepy in the morning and would prefer to lie in bed, or if you drink too much in the evenings – then they’re accepting because they know all this, and it’s probably part of the reason that they invested in you.

Thirdly, when you get them on a call to close a sale – they’re excited to talk to you, hang off your every word and practically sell themselves.

Before I explain how you can write highly engaging emails, I want to squash a few of the common misconceptions.

The first one that you probably have is …

“Sending an email every day is going to really annoy my audience.”

Well, I beg to differ.

On average, your prospects apparently receive 140 emails per day – if you think your emails are going to annoy them, you’re probably flattering yourself.

But let’s jump to the worst-case scenario … you annoy a few people and they unsubscribe.

Big deal.

Look, if somebody takes offense that you’re offering them advice/content every day, then come on, they’re not exactly going to be a joy to work with, are they?

The ONLY thing that matters with daily email is that you build a hot list of people and that you turn them into profit.

Would you annoy a few people in exchange for your desired monthly income?

Of course you would.

If you’re scared of upsetting people, then marketing probably isn’t right for you.

The best marketers annoy people; it’s a sign that you’re doing a great job.

If everybody loves you, then that’s a worrying place to be.

Let’s look at some of the biggest named celebs in the world.

Kim Kardashian.

(Apologise for classing her as a big named celeb – but she undeniably is … Hope she appreciates Ray J’s cheap camcorder.)

Does she have people that worship the ground she works on?

She has many.

Does she have people that physically hate her?

She has A LOT.

Same with pretty much any celebrity.

I adore Morrissey, Ricky Gervais and Russell Brand.

They’d be my ideal dinner guests.

But what do all three of them have in common?

They polarize their audiences very well – they probably have as many haters as they do fans.

But if Morrissey says, “Meat Eaters are disgusting,” and it infuriates thousands of haters … it makes his fans and me love him even more.

I went off on a tangent then – but I assure you, sending an email every day may annoy people – but it will make the people that actually like you (and that are considering investing in you) to LOVE you even more.

Another question that you may be pondering is …

“What the hell can I write about every day?”

Where are you going to find all that content?

Well, before I give you the formula for writing your emails – I need to warn you that once you start hunting for email content, something incredible happens.

Now, this may sound a little strange, but once you subconsciously know that you need email content, you start generating a lot of ideas.

You listen into conversations, you have old memories, you’re much more conscious of what’s going on and you’re constantly dropping little snippets and ideas into a memory bank.

It’s a little like when you have a camera in your hand, you start noticing little things to take pictures of that you would never have noticed if you didn’t have a camera.

When you know that you need to write emails and come up with content, you start picking up on things.

Now, I’m aware that this sounds a little “ask the universe blah blah blah” – but it’s what works for me.

If anything good comes up, I tap it into the notes section on my phone.

Sometimes I drop full email ideas into here and other times, it’s little jokes or snippets that I feel are amusing.

It’s difficult to explain how you come up with content, but you’ll find that it just happens.

With that said, let me walk you through the structure to crafting your emails.

I’ll walk you through the structure and then I’ll craft an email in front of you.

Here’s the structure:

1. Intrigue Hook
This is the opening of your email.The all-important first few sentences that will either hook your reader’s attention or lose it completely.The most effective way to grab their attention is by either asking a question, making a bold statement or opening with an intensive story.

2. Smooth Transfer
This is the part of your email where your Intrigue Hook starts to transcend into the call-to-action.The aim of the “Smooth Transfer” is to effortlessly link your email together.

3. Call To Action
This can either be content or a call-to-action for a click – but the email should effortlessly flow into this section.

You win their attention, you open with some intriguing copy that gets them hooked, and you then smoothly transfer them to the Call To Action.

Now, let me walk you through this in more practical terms.

How To Write Your Email

The most effective way to use the above formula is to flip it on its head.

You start at the end of the email and work your way backwards.

So, you start at the Call To Action – what do you want to promote?

Once you’ve got this, you pick out an element of your Call To Action.

You then think of a story or a hook that will lead into this element.

Let Me Give You an Example.

Let’s say that you’re a copywriter and your email’s ‘Call To Action’ is going to a Webinar that you’re running where you’ll be teaching people how to write effective headlines.

Okay?

Well, we know what your Call To Action is, so now we need to work it backwards.

So, let’s move into the Smooth Transfer.

What hook could we use to take people from a story to the Call To Action?

Essentially, we need to pick one highly intriguing element of what we’ll be teaching on the Webinar and use it as the ‘Smooth Transfer’.

So, to go back to our example …

We can pick a certain headline formula that you’re planning on teaching on the Webinar and use this as the transfer.

Let’s say we’re going to teach the Audience Referencing headline formula.

This is a headline formula where you call out your hot prospects that are in a certain park or want a desired result.

===

For People on the verge of X, Y and Z”
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Perfect, we now have the ‘Smooth Transfer’.

Now, we have to work out what the opening ‘Intrigue Hook’ is going to be.

We need a story that will link into the ‘Smooth Transfer’ that will then flow into the ‘Call To Action’.

A great example of this is somewhere that you may have seen the Audience Referencing headline formula being used.

Let’s say you drove down a road and saw it on a billboard, or you were sat in the hairdressers when you saw it in a magazine.

Get the idea?

You can start by talking about something you’ve been doing (which brings your engaging personality into the email), which then links into the Transfer & Call To Action.

So, based on the structure that I’ve just explained…

… Let’s write an email together.

EMAIL
SUBJECT: You should have seen it!

Alright, [First Name].

I was in Manchester last night with Sophie.

We’d managed to get a babysitter and hopped the train down.

You know; have a few drinks, have a bite to eat and maybe go to the cinema.

We were walking down Deansgate, on the hunt for somewhere to eat.

As you know, I’m a vegan and Sophie’s a veggie – so finding places to accommodate can be a struggle.

That’s when we came across the most brilliant sign (I wish I had taken a picture.).

It said:

“For Vegetarians On The Verge of Starvation”

For one, it caught my attention straight away and we headed straight in.

But secondly, it was a very smart headline.

They’d used the very smart Audience Referencing headline formula.

This is one of my favourite headline formulas for calling out your hungry prospects (no pun intended).

In fact, we’ve deployed this headline formula in so many industries from printers to bus hire companies.

On Thursday, I’m running a live Webinar where I’m sharing my five favourite headline formulas and explaining how you can use them to catch your prospects’ attention and quickly persuade them to take action.

We’re getting started at 4pm and there’s going to be no recording available.

Fancy joining?

Click Here To Secure Your Place Now.

We’re limited to 200 attendees for the Webinar – so please register now if you want to learn these five high-impact headline formulas.

Natter soon,

Oli

See how that worked?

By reversing the order in which we wrote, we’re able to tie the three sections of the email together so that it naturally flows from a personal story into a hook and a call to action.

That was a very off-the-cuff email and due to the example, I made up the intro to make it easy for you to understand.

But you’ll find that once you’ve come up with the Call To Action and Smooth Transfer, finding a little story or hook to start the email is really easy, and you can reflect on all sorts of memories, experiences to fill it.

It can be as simple as, “I was watching TV last night, blah blah blah,” or even just talk about what you’re doing right now.

But that opening hook often writes itself.

Alternatively, some of my emails work the other way around.

I come up with the hook/story first, then my mind makes the connection to a Call-To-Action and I’m way.

Once you understand the process and formula, you’ll find that you get inspiration and ideas from the strangest places.

But let me give you some more examples to work from – so over the next few pages, you’ll find a selection of some of my daily emails, including the call-to-action and the idea behind the email.

These few had a really strong click-through rate, great engagement and in some cases, caused a bit of an uproar.

But the fact that you’ve got your hands on this means that you’re probably on my email list now, so you’ll get to see my on-going daily emails in action.

Email Aim: Give Content/Sell Training

Inspiration: An article that I found on Facebook

SUBJECT: Can I Piledrive you until you tap out?

Alright, [First Name].

The WWE – World Wrestling Entertainment.

Do you ever watch it … you really should.

Not because you’ll get to see a load of blokes and girls in their skimpy underwear …

BUT …

Because you can learn a hell of a lot about copywriting/email marketing from it.

Have I lost you?

Let me explain …

Most marketers don’t realise this, but if you regularly communicate with your list – you’re essentially using the same principles as the WWE.

Think about it …

Wrestling is all based on highly compelling story lines.

It has good guys, bad guys, conflicts, entertainment, humour, sex and surprises.

It’s basically a glorified high-budget version of how email marketing works.

You build lots of stories; have characters and open loops to get readers hooked.

Now, interestingly …

The owner and CEO of the WWE is a guy called Vince McMahon.

Only a few days ago, some of Vince’s secret documents were leaked online that contained instructions/rules for the WWE announcers.

Let me tell you …

They’re absolute gold!

They’re full of storytelling principles, explanations of what to say, and he even describes how to quickly build the characters’ personalities.

Have a gander here if you’d like

It’s very interesting to see the language he uses and how his mind works, it’s incredibly similar to the world of copywriting.

Natter soon,

Oli

P.S – If you want to secure your seat on Tuesday’s workshop to learn a range of strategies for effortlessly building direct mail into your business, then get a shuffle on.

It’s currently just £97.00 and we’re starting at 2pm on Tuesday.

Secure Your Seat Here.

P.P.S – After yesterday’s guilt-ridden email about not getting up in time for a jog, I went for an afternoon run in the pissing-down rain.

I was soaking wet!

P.P.P.S – Speaking of soaking wet, that subject line was a bit raunchy.

I had to Google “rude sounding wrestling moves”.

Others that it could have been:

  • ‘Jackhammer’
  • ‘Last Ride’
  • ‘Phoenix Splash’

More tea, Vicar?

Email Aim: Give Content
Inspiration:  Based on story (practically wrote itself)

SUBJECT: Big Juicy Lemons

Alright, [First Name].

I felt really burnt out last week.

Mixing a newborn baby with a busy work schedule with only a few days off had finally caught up with me.

So this weekend was dedicated to crashing & chilling out.

Emails off, phone off – just Sophie & Alfie time.

So, on Saturday, we decided to take a drive out to a little town called Bakewell in Derbyshire for some lunch.

It’s a beautiful little town.

On the way there, we were driving through a little village when I noticed at the side of the road were two kids selling lemonade.

The most American thing ever!!

Of course I had to pull over.

I parked up, walked over and bought two cups of lemonade for a quid per cup.

The two kids were brimming with happiness that I’d stopped; as I was their first customer of the day (it was 2pm).

I wished them luck and told them that it’s great to see.

When I got back in the car and started driving, I was talking to Sophie about it.

You see, the lemonade was crap.

It was just out of a bottle.

So why did I pay £2.00 for two small cups of lemonade when I could have easily bought the same product ten minutes later for a third of the price?

Well, it’s because of the STORY.

These kids had dragged a table onto their front lawn, they’d built up huge courage to sit there, they dealt with lots of rejection, they kept going and it’s pure glimmers of entrepreneurship.

Compare that to the supermarket stocking another sugar-filled bullshit product.

Here’s the thing, lemonade is such a commodity, yet because of the story, those kids persuaded me to pay three times the price.

The lesson here is …

Make sure your customers know why you’re doing what you’re doing, what’s led you up until this point and where you’re planning on going.

Even if you think it’s boring – I can guarantee that people will relate to you.

In most markets, your story is what defines you – PLEASE take advantage of it.

Natter soon,

Oli 🙂

Email Aim: Get People To Take a Subscription Trial

Inspiration: Worked it backwards, came up with the call-to-action, into the Smooth Transfer and finished with the Intro.

SUBJECT: Shall I tickle your feet whilst we look at clothes online?

Alright, Oliver.

I had a row with Sophie last night.

Nothing serious, she was just annoyed that I’d requested to watch football on the main TV for three nights on the bounce.

Now I must warn you – you don’t want to get into an argument with Sophie.

She’s not nasty or anything, but she’s like an arguing-genius.

Regardless of who’s done what, she flips everything you say and leaves you feeling immensely guilty before you can work out what’s happened.

It’s an amazing skill.

But over the years, I’ve become VERY good at knowing what to say, when to say it and how to say it to calm any situation.

I know how to scratch the right itches to instantly kill any potential argument and restore happiness.

It’s usually something like: “Shall we watch One Born Every Minute whilst I tickle your feet?” or “Can I buy you some shit you don’t need online?”

I know.

Her thumb is massive!

But I reckon there’s a key lesson in this.

Because if you know your audience inside-out – as well as you know your other half – you’ll be able to understand what to say and when to say it to scratch those itches and persuade them to make decisions.

If you know how they think, what their pain points are and what makes them truly happy … you win; Gold medal to you and you can watch football every night that you want.

You’ll be able to resonate with your audience, create demand and build a rock-solid relationship.

Best of all, as a result your sales will increase and your business will grow – winner.

Want to learn how to build this audience and how to nurture them to maximise your sales?

Then you can take your free 30-day trial of my “Oli’s Package” today.

https://oliluke.com/take-trial/

Enjoy your weekend,

Oli 🙂

P.S – I’ve got a bonfire party tonight at the in-laws.

Should be good – I’m starting to work through the bottles of Jamesons I was bought for my birthday.

P.P.S – I went and viewed a new office this morning – amazing.

It’s a big old building in Glossop that’s being restored – bottom floor’s going to be an ale bar with the second floor having the offices.

Could it be any more perfect 😉

Email Aim: Drive sign-ups for an offer (This email drove a lot of action if I remember correctly.)

Inspiration: Off-the-cuff, explained what was happening and linked into the call-to-action 

SUBJECT: Sausages & notifications

Alright, Oliver.

I’m just at a BBQ – just nipped inside to write this email.

My brother & sister-in-law, along with our 4-year-old nephew, have just returned to the UK after living in Australia for seven years.

I picked them up from the airport at 1pm and we’re currently sitting in the garden, having a catch up, drinking a few beers and having a bite to eat.

The weather’s gorgeous!

But every five minutes, I find myself refreshing my emails on my phone – that’s because, ever since I announced my ‘one quid trial’ yesterday – my phone hasn’t stopped pinging.

I’m not surprised to be honest.

Think about it …

I’m offering to send you a beautifully packaged box, stuffed with ALL of my newsletters (back dated until March), my UK high-converting swipe file, a physical copy of this month’s book of the month (Influence by Robert B. Cialdini, Ph.D.) and my expert interview … for just £1.00.

A BIN LID!

Quid.

Throughout all the back dated newsletters (and resources) that you’ll receive – you’ll be able to effortlessly swipe ideas, campaigns and build a stream of direct mail follow-up and sales letters into your business.

Anyway …

Here’s the link if you fancy it – https://oliluke.com/seven-day-offer/

This ‘one quid trial’ is only available until Wednesday – so it’s worth clicking through now whilst it’s fresh in your mind.

I’m gonna head back outside and crack open a beer 🙂

Natter soon,

Oli 🙂

Your Video Series

If your daily emails are building a great relationship with your audience, then using video will take it to the next level.

You see, video allows you to be more real, much more genuine and display your expertise for all to see.

It gets YOU in front of your audience, talking about stuff that interests them.

There’s no hiding behind a computer typing words, no direct mail or no audio – your face talking directly to them, looking at them in the eye.

Plus, video gets your personality across much stronger than any email copy ever will.

It also allows you to reach a segment of your audience that don’t particularly read their emails or enjoy reading content, across different platforms.

And the hidden advantage is that it allows you to attract new prospects through social media and YouTube that instantly relate to you.

Here are four steps to creating a highly engaging video series.

  1. Coming Up With The Subject

You need to decide what your Video Show is going to be.

  • Are you going to dissect people’s marketing?
  • Maybe you can have a weekly rant?
  • How about a “walk and a talk?”
  • Keep it simple; what about Q&A?

Your series must have a structure that each episode sticks to.

Keep it simple, ensure it’s engaging and inject your personality.

For example – I have my ‘Pint Sized Marketing Episodes’.

I sit in a pub, drink a pint and answer three marketing questions – I aim for them to be entertaining, I aim for them to be full of content and I use my personality as much as I can.

You need to come up with your subject.

My advice would be to do what you’re most comfortable with.

If you want to script some value that you can give each week, then that’s great.

If you feel comfortable answering prospects’ questions, even better.

If you want to go through successful marketing campaigns and explain why they worked so well, you’re on the money.

Do what makes you comfortable so that you can put your personality on show, as much as you can.

  1. Find The Sweet Spot

What I mean by this is that entertainment factor.

If you want hyper fans that watch every second of your content, then keeping them engaged means that it’s got to be more than just valuable content.

Would you watch a documentary to learn stuff if it was BORING?

No, you want to see action, controversy and entertainment.

Your video show has got to be the same.

The best way to find the sweet spot is to make your video unusual.

This is the perfect place to tie in something about your personality into the content.

For example …

Let’s say that you help entrepreneurs to discover their niche (a really random example).

An interesting subject, but video after video could get a little boring, right?

But let’s say that you’re also massively into Hip Hop.

How about tying the two together?

Call your show something like: (errmmmm …) “The Niche Rap”.

Have a big hip-hop intro of you gangster walking, then try to include as many famous hip hop lyrics in your content as possible.

Imagine how engaging that would be to watch?

“I got 99 problems but my niche isn’t one.”

That’s a terrible example that’s very off-the-cuff – but hopefully you get the idea of mixing entertainment and content.

As Russell Brunson coined it, you’re aiming for “info-tainment”.

  1. Find an Editor

Unless you’re an editor yourself, then you shouldn’t be touching the video.

Although it might save you money – you won’t do as good of a job as an editor AND you’ll end up spending soooo much time on it.

Your job should be to simply record the video, then send the footage to the editor.

The editor will make it into a masterpiece and send it back to you to distribute.

(If you want to be ultra efficient here – you can have the editor send it to a VA/member of staff and they distribute it – I’ll talk about getting the most juice from your content in the ‘Distribution’ chapter.)

Finding an editor isn’t too difficult – they’ll adore you for your consistent work.

You can find people on the likes of People Per Hour or just have a Google.

I personally use a guy called Matt Hulbert (www.creative-jam.co.uk).

Give your editor a good brief, let them know what you envision, send them some examples for inspiration and give them the freedom to come up with something.

  1. Recording It (How To)

Okay – there are so many ways in which you can do this – depending on the style of video that you’ve decided.

If you’re happy to go for a natural style – then you can just use your phone and keep it nice and simple.

But if you want it to look “professional” (I hate using that word) or be perceived to be of a high standard, which is neither right or wrong – then it becomes a little more difficult.

Just to be clear – I am no video expert at all, but I know (from lots of trial & error) that the three main principles are:

  • Good picture
  • Good sound
  • Good lighting

This makes recording in public places much more difficult than recording in your office, for example.

I record my Pint Sized Marketing episodes from a pub.

When I go in, it’s usually early afternoon – there’s only a handful of people talking quietly with no music – I can just about get away with the sound.

But the lighting is usually hit or miss depending on the weather – I’m yet to walking a lighting rig into the pub.

The current camera that I use, which is great for the quality, might surprise you, as it’s just a simple Logitech webcam – I believe I paid about £80.00 for it, from Amazon.

In the ideal world, get a lighting rig – get a good quality camera and get a microphone.

The lot will set you back a few hundred quid but will make the biggest difference.

Your Expert Blog 

When most people think of content, the “BLOG” is usually the first point of call.

But blogging for the sake of blogging is just a waste of time.

I want to share how we’re achieving huge results from our blogs by driving paid traffic to them to generate high-quality opt-ins and leads.

But first, let me explain why having an “Expert Blog” is a great thing to do.

Firstly, a blog is the perfect place to flex your expertise.

When you want to go deep into a subject, then neither email, video, podcasts or offline newsletters are really the right medium … but the blog is.

It’s a little place tucked away on your website where you can give immense value with no word-limit, include pictures, include video and truly show your audience that you know your stuff.

Secondly, a high-quality blog becomes the focal point for lead-generation.

You organically start attracting leads, it becomes the perfect place to drive traffic to and it can even get you customers straight away (as I’ll explain soon).

Thirdly, it’s on your website and surrounded by easy call-to-actions.

If somebody is reading something they like, then they’ll always be a click away from opting-in, contacting you or buying something.

When emailing, podcasting or with an offline newsletter, they need to jump a few more hoops in order to reach that decisive action.

Your blog readers are in the action, they’re in your shop, so to speak.

How To Write High Impact Blog Posts

One of the biggest mistakes that most people make with their blogs is that they’re short, skimpy and don’t practicably add any real value.

They’re there in order to satisfy the business owner (making him/her feel productive), rather than serving the audience and creating action.

In order to write a truly great blog post, you must help the reader to go from where they currently are to where they want to be.

Whether that’s by developing a skill, taking actions within their business or making lifestyle changes.

It’s all about the journey.

The best way to do this is to decide upon your blog subject and map out, step-by-step, where the reader is and how they get to their desired outcome.

I use a layout like this.

The aim is to fill in the blanks, which will then structure your blog post in order to make a real impact for the reader.

You want to take them, step-by-step through the process.

Let’s use an example.

For the sake of this, let’s say that you want to teach people how to make a cup of tea.

Something we all understand how to do – for simplicity.

(Unless you’re one of those people that pull the milk in first, then this is going to get weird.)

The readers of your blog have never made a cuppa before and they’ve come to the blog for help.

Then, the process would look like this:

Once you’ve sketched out the process, this then becomes the structure for your blog.

You can then start writing, filling in detail of each part, knowing that readers will understand a process and get huge value from the blog.

You’ll take them from not understanding how to do something to fully understanding the exact steps that they need to take to achieve an action.

To go more advanced …

If I wanted to write a blog about scaling an information business from £3k/month to £25k/month – then my map would look like this:

Once again, I structured the exact process from being at £3k/month, to get them to £25k/month.

I’d then have to fill the gaps in, explain each point in much more detail and use examples throughout.

But once again, it’s a clear structure that takes them on a journey to what they want to achieve, showing them exactly how to do it.

It’s so important to keep this in mind and do this exercise before writing any blog post.

Just sharing pointless crap or little strategies for the sake of it won’t make a big difference to your audience.

Our aim is to create “Results in Advance” – actually help them to understand the exact steps that they need to take to achieve their desired action.

By following this blog structure, you can ensure that each post that you create massively enhances the readers’ lives (which in turn, builds huge trust, respect and love towards you).

What To Do Once You’ve Written a Blog

If you follow the above structure and have a high impact blog post that takes the reader on a journey, then this becomes a very strong piece of marketing/bait for attracting ideal clients.

I don’t want to go into too much detail about paid traffic and turning prospects into buyers – but let me briefly cover it, as it’s very relevant.

What you’ll find when you write a blog post in this style is that you can essentially attract precisely the right audience that you’re looking to work with, and instantly become an authority and somebody that can help them to achieve the result that they’re craving.

The way that you do this is by making the start-point of the blog, the position that your ideal customers are in BEFORE they work with you.

Then make the end goal of your blog post the position that your ideal customers want to reach.

This would result in you essentially calling them.

They’ll flock to your blog like sheep.

This means that the people visiting and reading your blog are likely to be ideal clients.

The big benefit of this is that you’ll find that a percentage of these readers will put their hand up and want to work with you straight away.

They’ll like what they read, be in immediate pain and want the solution NOW.

So, always ensure that you give readers the option to reach out for that initial call or sign up for your programme/product.

For the people that aren’t ready straight away, offer them a relevant opt-in (that supplies them with more specific information on something covered in the blog).

The number of people that convert will be very high.

You’ll find that these people become highly-engaged opt-ins, as they’ve not fallen onto your list through some intrigue-based opt-in or by downloading a “cheat-sheet” – they’ve highlighted their pain, seen that you can help them, developed respect for your authority and wanted more information.

These people will be red hot and are highly likely to be clients with the right encouragement.

Raving fans that give you an ego-trip and tell you how great you are, at the very least.

Finally, ensure that you have a remarketing pixel on your blog page, this will allow you to build an audience of people that have visited, which you can then retarget with more specific opt-ins or offers.

This is covered in advanced detail in the accompanying ‘Paid Traffic Masterclass’ blog.

Offline Newsletter – Direct Mail

One place where consistent content is not usually exploited is offline, yet frustratingly it gets some of the best engagement rates.

Mainly because hardly anybody is doing it!

Before I get started, let me just be clear to what I mean by an offline newsletter.

I’m not talking about some form of subscription or some fancy paid for box that’s delivered every 30 days.

I’m talking about a FREE newsletter/content booklet that you send to the hyperactive subscribers through the mail.

You don’t charge for this, you don’t ask for postage costs and you don’t make it some kind of exclusive “claim only” kind of bonus.

You simply post it to your best subscribers in order to win as much of their attention as you can.

I’m going to talk you through the benefits, then I’m going to explain how you can discover your “offline hot list” and finally, I’ll talk you through how you can effortlessly come up with the content.

Let’s start with the most important question …

Why an Offline Newsletter?

  1. It allows you to build a database of mailing addresses.

Rather than just having your subscribers’ email addresses – acquiring their physical mailing addresses is always a great thing to do.

Not only does it give you a different way to reach them when running campaigns or requiring attention, but by having their postal details, it means that you’re not so reliant on email marketing to reach your audience.

The more ways you can reach them, the more of an asset your list will be.

  1. Printed newsletters will get read.

If something drops through your front door or on your desk, it’s much more likely to get read.

We like having something physical to read, it’s probably why you’re reading this now.

Whether taking it to the toilet with us, reading it in the bath or whist relaxing on the couch.

You can get your best subscribers’ attention when nobody else can.

  1. It’s a Sign of Massive Goodwill.

Your subscriber is aware that you’re investing money into reaching them with your message and as all you’re sending is content, then it generates huge love.

You’re physically dipping your hand in your pocket to HELP them.

How valuable is that?

It’s a quick way to show them that you care and appreciate them.

And the disadvantages of a printed newsletter?

  1. It Costs Money To Send Them.

It’s going to cost you somewhere between 75p to £2.00 to mail these subscribers.

Have 1000 of them and it’s going to set you back a couple of grand.

Is that a disadvantage?

I beg to differ.

You see, if something costs money, it means that 99% of the market won’t do it, which will always result in us winning (especially as the market is becoming more and more competitive and flooded).

If you look at each subscriber as an asset, the more time/money that you invest into them, the more they’ll make you in the long term.

Never be worried about spending money to do the right thing.

  1. You’ve Got To Come Up With The Content & Have It Designed.

Well, this is half true.

Yes, you have to fill the physical newsletter with content – but this doesn’t mean that you’ve got to physically write page after page.

In fact, later on in the blog in the ‘Distribution’ chapter – I’m going to explain how you can create page after page of content in just 15 minutes.

But putting the re-distribution of content to one side, let’s look at ways in which you can fill your offline newsletter with content.

Different Forms of Newsletter Content

  1. You Can Write The Content.

If you like writing and coming up with content like I do, then this is a nice option for you – it will take you a few hours each month and essentially you’re writing one long content post (about 1000-1500 words) that has a strong opening and leads into value.

  1. You Can Interview an Expert.

Take the sting out of this process and simply interview an industry expert and include the transcript of that as the newsletter.

Remember, your aim is to serve and help your audience, not persuade them to give you money!

  1. You Can Recycle Content.

I’m going to show you how to do this efficiently in the ‘Distribution chapter.

But just to touch on it – you can create this newsletter by simply transcribing other pieces of consistent content that you create.

Don’t worry about this bit for now – I’ll cover it in advanced detail later on.

Designing Your Newsletter/Content

Once you’ve got your content written, you have a few options that you can use.

There’s no right or wrong for this, it depends on the level of quality that you’re striving for.

You can keep it very simple and send it out as some written copy, printed double-sided on an A4 sheet with a header.

Alternatively, you could have a designer turn it into a full colour, silk A3 folded newsletter.

You can have them printed and posted directly by a mailing house – upload your data and artwork and press the button.

Discovering Your Hot List 

Once you’ve decide how you’re going to send your offline newsletter, then it’s a case of developing an audience for it that will read it, love it and want to work with you.

Now, there’s no right or wrong way to do this.

But let me talk you through some options and you can decide which is the best route for you.

For me personally, my “hot list” is people that have enquired about my premium service OR are ex-members of any paid for subscriptions that I’ve had.

So, if you make the incorrect decision to ever cancel your subscription with me, then you’ll probably receive a little offline newsletter each month.

But here are some different audiences that you can create:

  1. People That Have Enquired About Your Service

If you’ve got a group that has applied for your premium service or has showed an interest but has yet to invest, these are the perfect list of people to regularly communicate with and are worth every penny of investment.

The numbers are heavily stacked in your favour – if your premium offer is a high-ticket fee, then you’ll only need a tiny percentage of people that receive your offline newsletter to decide to invest with you.

  1. People that have bought products from you

If somebody has bought some of your lower-ticket products and are in the process of climbing your value ladder, then communicating and offering value to encourage the next step will only result in additional sales.

  1. Ex Subscribers

If you have a subscription service or have had a subscription service, then all the ex members that cancelled/left should receive some form of on-going value – they evidently have a pain and decided at one point that you’re the person to fix it.

However, I’m aware that you might be reading this thinking:

“I only have the email addresses of my subscribers – I have no physical postal addresses.”

Sound familiar?

Well, let me take you through a way of finding a “Hot List” that you can start sending your offline newsletter to straight away. 

Job #1 – Send The Following Email To Your List

SUBJECT: Can I send you this?

Hi, [First Name].

I’ve just created the first edition of my brand new, completely free, printed newsletter called [Insert Name].

I’m wondering if I can post you a copy absolutely free?

If so, then just click the link below and drop your postal address into the form.

[URL TO FORM]

I’m sending the first edition out on Friday – so make sure you join the list before then to receive your copy.

Speak soon,

[Your Name]

P.S – This is completely free, no hidden sales pitch or anything like that.

Just [the size] pages rammed full of high value content to help you [Achieve Their Ideal Outcome].

[URL TO FORM]

#Job 2 – Capture All Postal Addresses

You can do this through your CRM system – if you have InfusionSoft, Active Campaign or one of the leading CRMs, then this should be easy.

If you don’t – then the best is probably to use something like JotForm, which will comfortably capture all addresses but may result in some manual work that can be outsourced.

Essentially, you just need a way of capturing addresses.

#Job 3 – Ensure You Tag Or Label

Make sure you tag this list so that you know that they’re receiving your offline newsletter and make it easy for sending future editions.

This will ensure that your most active subscribers request your offline newsletter and will allow you to start communicating with these people much more effectively.

Distribution

Up to now, I’ve walked you through multiple forms of content and the best methods for consistently producing them.

But this is where we can get smart.

You’ve probably been reading this and thinking:

“I’m not going to have the time to create all of this content.”

But by being clever and distributing your content effectively – I’m going to show you how you can be EVERYWHERE in exchange for just 15 minutes of your time each week.

The first thing that you need to realise is that content can be recycled and used in different forms.

This does mean that your hyper-fans (the guys that consume everything you create) will see re-purposed content – but it also means that they’ll be able to consume it in their preferred method of learning.

But you’ll probably find that nobody will even notice!

But by re-distributing, outsourcing and being clever with your content, you can repackage it and use it in different formats in order to reach new people and be in more places at the same time.

Making the assumption that you have to create brand new content for each medium would be both mentally and physically exhausting.

I want to explain exactly how this works and give you a walk-through of the process.

Here’s how it works:

  1. Each week you record a weekly VIDEO.

This is your VIDEO SHOW.

Let’s say it’s a 15-minute recording; where you give content, talk through what you’re doing in your business or maybe answer prospects’ questions – whatever you decide.

  1. You send the footage to your video editor.

They do two things.

Firstly, they polish the video, make it look great and publish.

Secondly, they extract the audio, add an intro/outro and publish.

They then send both files to your PA/VA.

  1. Your PA/VA Uploads & Transcribes

Your PA/VA then uploads the video file into Facebook and Youtube, as well as uploading the audio file into iTunes as a Podcast.

They then transcribe the audio and tidy up the copy.

  1. Create Blog Post & Direct Mail Newsletter

Your PA/VA then uploads the copy as a blog post as well as sending it to a graphic designer to turn the copy into your printed physical newsletter to send to your best prospects.

In my case, I send the copy to the designer every four weeks to turn into a 12-question newsletter.

At this stage, you’ll have your content in five different channels.

  1. Facebook Video
  2. YouTube Video
  3. PodCast
  4. Blog Post
  5. Direct Mail newsletter

You then have a bunch of content that you can drive your email list to or keep a social media audience engaged.

How easy is that?

Just a 15-minute video, re-distributed and packaged by some outsources and a PA/VA.

Record your video every Monday, systemise your outsourcers and you’ll have a nice little content production process in place.

All you need is something to edit your video and a VA with some basic online knowledge.

Let me just re-cap that for you.

  1. Record a Weekly Video – have your PA upload straight onto Facebook, straight onto YouTube and straight onto LinkedIn.
  2. Extract The Audio – take the audio out of the video, have it slightly edited and upload it into iTunes as a Podcast.
  3. Transcribe The Audio – turn it into a long form blog post.
  4. Turn It Into A Physical Newsletter – have the transcribed text designed into a printed newsletter and sent to your “Hot List”.
  5. Distribute – share these mediums with your list, your social media followers and through different sites.

There you go.

Your Content Plan

Now that you know what you need to do, it’s time to start planning.

A great way to do this is to have a content plan.

Effectively, this is a calendar of what content you’re going to create at what time and how you’re going to distribute it.

Over the next few pages, I’ve created a calendar for you to complete.

I urge you to do this now; reading this blog and not taking action will be a real waste of time – so make sure you use the next few pages effectively.

Here’s how you should do it.

  1. Decide which day you’re going to record your weekly video show and come up with a topic for each video for the next eight weeks.
  2. Decide which day you upload your blog post (from the transcribe).
  3. Decide which day your Podcast will go live (from the video audio).
  4. Decide which date of the month that your offline newsletter will be posted.
  5. Finally, decide how your content will be distributed across social media platforms and to your email subscribers].

To make it easy for you to understand, I’ve completed the first page for you with my current content plan.

Use it as guidance, and then complete yours over the next pages.

Having this in place holds you accountable, shows you exactly what you need to do and makes it much easier.

Your Next Steps

Well, thanks for reading.

I’d hope that you’ve filled in the exercises and are starting to see some of the ways that you can be smart with content in order to start attracting your ideal clients.

Make sure you put this to good use.

I promise you, having a highly engaged list is one of the biggest cash-generating and sleep-easy assets that you could ever have in your business.

Thanks for reading.

700k campaign

SWIPE FILES OF $700,000 DIRECT MAIL CAMPAIGN?

The “Take-Away” Direct Mail Campaign That Generated $700,000 of Sales from a Small Burnt-Out Email List (Without Having Any of the Subscribers Postal Details).

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700k campaign

Swipe Files & Campaign Walkthrough

The “Take-Away” Direct Mail Campaign That Generated $700,000 of Sales from a Small Burnt-Out Email List (Without Having Any of the Subscribers Postal Details).

Copyright 2018 Oli Luke © All Rights Reserved