Small business

Generate income - fast - by creating a Power Hour for your business

Want to generate income in your business - fast?

Why not create a Power Hour: an online consultancy session, where people pay a one-off fee to pick your brain/get advice about a topic you have expertise in? 

In the short-term - where you may not be able to physically deliver in-person services due to the Coronavirus pandemic - it can help you continue to serve your ideal customers/clients.

In the longer-term, it can be a great way to generate additional income for business - without having to leave your desk/studio. 

It can also be a great way to deal with people who ask for help - but don’t seem to want to pay for your time. So the next time someone says: ‘I’d love to pick your brain about xxx,’ you can invite them to book a Power Hour. 

But how do you choose a topic for your Power Hour? What tech will you need to deliver it? And how much should you charge? 

That’s exactly what I’ll cover in this podcast episode - along with tips on how to promote your Power Hour. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

As with anything in your business, the more specific/niche you can be the better. So while you can offer a general Power Hour (where anyone can ask you anything about your expert topic) you’ll almost certainly get more take up if you hone in on a specific type of customer/client and/or a common problem your customers/clients experience. 

Here are some examples of Power Hours created by my current/former clients: 

So for example, Facebook ads expert Laura Moore has a power hour that focuses on increasing ad conversions.

Virtual assistant Catherine Gladywyn offers a power hour for VAs who are stuck on something in their business. 

Architectural technologist Jon Clayton has created a power hour for design and architecture

Amy Caiger has a Power Hour that focuses on helping business owners find their niche. 

If you have a product-based business, you can still create a Power Hour. You can either offer something that relates to the problem you solve. For example, I sell a Social Media Diary & Planner. Although I don’t currently do this, I could offer a content planning Power Hour for people who want help creating their content plan. I could offer these sessions to existing diary owners as an upsell.  Or I could open them up to anyone who needs help with content planning and offer the diary as an upsell at the end of a consultancy session. 

Or you could offer a Power Hour to other product-based businesses on how to do something specific that you are already doing successfully but they might be struggling with e.g. creating a marketing plan, setting up a shop on their website. 

How to deliver your Power Hour

You can use video-conferencing software like Zoom which allows you to share your screen and participants share theirs with you. You can also share documents and chat ‘live’ with participants. And you can send them the recording afterwards in case they want to go over anything again. Zoom starts from £11.99 a month. 

Alternatives to Zoom: Go To Meeting, Team Viewer, Join.me, Google Hangouts, Meet.me & BlueJeans.

If you’re worried your clients will be overwhelmed by the tech, it’s a good idea to send them written instructions and/or a video using a free tool like Loom showing them how to use it (including how to join). 

How to ensure your Power Hour is productive

To ensure the session is productive, I’d recommend you do the following: 

  • Create a dedicated page on your website for you Power Hour that includes information about the session and a link to book 
  • Use a tool like Calendly or Acuity Scheduling so clients can book straight into your diary 
  • Send a pre-call email on how to prepare for the session (including any information they might need to bring to the session) and an outline of how the call will be structured.. PLUS  instructions on how to use the video conferencing software from their phone/desktop. I’d recommend sending this information immediately after booking, then at least one reminder email before the call 
  • Send a follow-up email within 24 hours of the session, with a link to the recording, a short follow-up report with details of what was discussed and up to three key action points (one side of A4 should be plenty).  

These emails can be re-used and adapted - saving you hours of time in the long run. In fact, the whole process can be automated so people can book straight into your diary, are delivered the link to join the call and reminders before the call. 

I include template/swipe files for these types of emails in my How To Turn Your Offline Services Into Online Offerings masterclass

If you’re worried that what you teach/coach can’t be delivered online, I’ve personally worked with a pilates instructor, bread making teacher, psychologist, personal trainer and jewellery- making teacher - all of whom deliver their training/consultancy online. And if they can do it, so can you. 

How to price your Power Hour 

It can be tempting to base your pricing on what others are charging in your industry. But this can lead to you vastly undercharging - or even overcharging - for your services. 

Your pricing should reflect the transformation you can create for your client - not how long it takes you to prepare and deliver the session. So if you can share information/advice/guidance that can save them tons of time, money and/or help them generate income in their business - because you’ve spent years honing your craft - your price should absolutely reflect that. 

I’ve generated over a million pounds in sales from the copy I’ve written for my website, sales pages, email marketing and social media. And the reason I’m able to create engaging content is because I spent the best part of 20 years writing and editing for national newspapers. PLUS I’ve invested huge amounts of time (and money) learning about copywriting - specifically for online business. This means I can look at a sales page, social media post or marketing email and immediately see what needs to be changed. Which is why I charge £500 + VAT for a Power Hour - not £50+ VAT.

That said, I haven’t always charged that fee. I started at around £99 + VAT and gradually scaled up as I got more experienced and gathered more testimonials. 

So start by thinking about the transformation you can create for someone and the impact that could have on their life/business.

It can help to spell out the return on investment for your clients. So for example, if I could give you some advice on your sales copy that would help 5x your investment, would you think £500 +VAT was expensive? Probably not. It’s all about how you frame it. 

But you do need to have the experience to match your pricing. You can’t charge £500 + VAT for your Power Hour just because someone else in your industry is doing it (well you can, but you may not make any sales).

So if you haven’t yet delivered any Power Hours it can be worth offering a number of discounted sessions so you can gather testimonials. I wouldn’t recommend offering them for free. People generally don’t value what they get for free. Which means they’re more likely to cancel/show up late to the session and less likely to implement your advice. Even a modest fee will ensure they have some skin in the game. 

How to promote your Power Hour

If you already have an email list - great.  Simply email your list, tell them about your Power Hour and (providing you’ve created the right offer for the right audience) you should get bookings. I’d also recommend doing some social media promotion too. If you have a blog/podcast/Youtube channel, it’s also worth sharing information about it there. 

If you don’t have an email list (or only have a small list) you’ll need to use proactive outreach. That means making a list of people you know (e.g. current/former clients) who might be interested in your offer. PLUS asking for recommendations/referrals from friends/colleagues. If you’re not sure how to get started with proactive outreach, the first module in my Build Your Online Audience programme focuses on exactly that topic (and includes email/message templates you can adapt for proactive outreach). 

Need help building your email list? Check out: 39 surprisingly easy ways to increase your email subscribers

I also have an email list building programme inside my Build Your Online Audience programme

Find out more about my Emergency Response Plan

Podcast shownotes

  • The context for this bonus podcast episode (01:44)
  • Find out about my Emergency Response Plan (4:32)
  • What is a Power Hour and how you can use it in your business (06:50)
  • Why Power Hours are great for getting rid of time wasters (8:37)
  • Why you should choose a niche topic for a Power Hour (09:04)
  • Examples of successful niche Power Hours (12:57)
  • How to create a Power Hour for a product-based business (14:11)
  • How you can use a Power Hour to upset and get future business (16:15)
  • How to use a Power Hour to decide if you want to work with someone (17:57)
  • How to deliver a Power Hour and apps you can use to deliver (19:30)
  • How to make sure your Power Hour is productive and take payment (22:10)
  • Tools you can use to make it easy to schedule a Power Hour in (23:04)
  • How to prepare people for the Power Hour (and why you need to) (24:54)
  • How to follow up a Power Hour and what you should include (27:10)
  • How to plan out a Power Hour call and manage expectations (29:29)
  • How to price a Power Hour and think of the transformation you offer (30:04)
  • Why you need good testimonials (and how to get them) (32:42)
  • How to promote a Power Hour (and what to do if you don’t get a response) (34:25)
  • How to promote a Power Hour if you don’t have an email list or audience (36:09)

Resources

Video Conferencing Software
Zoom
Go To Meeting
Team Viewer
Join Me
Google Hangouts
Meetme
Blue Jeans
Actuity
Calendly

Presenting software
Screenflow Mac
Thinkific
Teachable
Wistia
Vimeo
YouTube
Audacity
Soundcloud

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[333]  39 surprisingly easy ways to increase your email subscribers (podcast)
[335] How to create a high converting lead magnet (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast)
[375] How to get your first 1K email subscribers (podcast)
[378] How to use hashtags to build your online audience (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[392] How to get more engagement on Instagram (podcast)
[393] How to create engaging content when you only sell one product or service (podcast)
[Bonus] How to turn your in-person services into online offerings (podcast)

Get my  Instagram Engagement Playbook 

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

How to turn your in-person services into online offerings

If you deliver in-person consultancy, training or coaching in your business you will almost certainly have been affected by the Coronavirus outbreak.

Perhaps you’ve had client meetings cancelled. Or maybe you’ve had workshops/consultancy gigs postponed or put on hold. It could be that you’ve had to cancel live events/workshops of your own. All of which is likely to have an impact on the bottom line of your business.

Health always comes first of course. But with little sign of the crisis abating, it’s sensible to consider how you might offer online alternatives to your offline services. 

Not only is this sensible in the midst of a worldwide flu epidemic, it’s also a way to start generating passive/semi-passive income in your business - which means you can stop trading time for money (or certainly do less of it)).

In this special podcast episode, I’ll show you four ways you can start turning your offline services into online offerings. 

  1. Delivering in-person coaching online 
  2. Turn your coaching/consultancy programmes into online courses/memberships
  3. Turn in-person workshops into webinars/online masterclasses 
  4. Launch a playbook/ebook

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

  1. Delivering in-person coaching online 

Booked to deliver 1-2-1/group coaching in-person? This can easily be delivered online, using a free video-conferencing software like Zoom which allows you to share your screen and participants share theirs with you. You can also share documents and chat ‘live’ with participants. And you can send them the recording afterwards in case they want to go over anything again. 

Alternatives to Zoom: Go To Meeting, Team Viewer, Join.me, Google Hangouts, Meet.me & BlueJeans.

If you’re worried your clients will be overwhelmed by the tech, you can send them written instructions and/or a video using a free tool like Loom showing them how to use it (including how to join). 

To ensure the session is productive, I’d recommend creating a sequence of emails that includes:

  • Information on how to book in a 1-2-1 session with you (they can use a tool like Calendly or Acuity Scheduling to book straight into your diary) 
  • Information on how to prepare for the session including information on any information on what they might need to bring to the session. PLUS how to use the video conferencing software from their phone/desktop. 
  • Information on what to do after the online session (this might include a link to the recording), any action points agreed and follow up work 

These emails can be re-used and adapted - saving you hours of time in the long run. In fact, the whole process can be automated so people can book straight into your diary, be delivered the link to join the call and reminders before the call. 

I include template/swipe files for this sequence of emails in my How To Turn Your Offline Services Into Online Offerings masterclass 

If you’re worried that what you teach/coach can’t be delivered online, I’ve personally worked with a pilates instructor, bread making teacher, psychologist, personal trainer and jewellery- making teacher - all of whom deliver their training/consultancy online. And if they can do it, so can you. 

  1. Turn your coaching/consultancy programmes into online courses/memberships

Booked to deliver in-person training or a workshop? This can be delivered live, using a free video-conferencing software like Zoom (or one of the other examples mentioned above) which allow you to share your screen, share documents and chat ‘live’ with participants. 

With a bit of tweaking, it’s possible to make online sessions really interactive. Not only can you use the ‘chat’ function to ask and answer questions, but you can also share your screen with participants and they can share theirs with you, which means you can give feedback on literally anything. So if you’re a tennis coach, you can give feedback on technique. If you’re a pottery or sewing teacher you can check peoples’ creative work. And if you’re a singing teacher you can advise on pitch and tone. With the right technology, pretty much anything is possible. 

And you don’t have to deliver the training live. You can record the sessions in advance using video conferencing software like Zoom and/or a screencasting software like Screenflow (for Mac) or Camtasia for (PC) which allow you to talk over your slides 

You can host your video tutorials free using a site like Teachable or Thinkific.

But you don’t need dedicated software to host video tutorials/or an online course. You can upload them to a video hosting site like Wistia or Vimeo or simply add them as unlisted/private videos on Youtube. Any digital downloads e.g. workbooks, cheat sheets, checklists can be stored in a file hosting service like Dropbox or Google Drive (you can just paste a link under the relevant video tutorial).

This is exactly what I did for the BETA launch of my online podcasting course: Get Your Podcast Live in 60 Days. 

You can use these resources to create audio files/podcasts (or use a digital recording app like Audacity). These can be hosted on any of the platforms above or you can upload them to Soundcloud. 

Think what you teach can’t be delivered online? Check out an online course site like Udemy where you’ll find digital resources on everything from surfing to singing to gastric bypass surgery. 

Want to learn more? I cover how to launch an online course/workshop in my online masterclass How To Turn Your Offline Services Into Online Offerings masterclass 

  1. Turn in-person workshops into webinars/online masterclasses 

Run your own live workshops/events? This can also be delivered live, using free video-conferencing software like Zoom (or one of the other examples mentioned above) which allow you to share your screen, share documents and chat ‘live’ with participants. 

While I’d recommend promoting live events/workshops at least 12 weeks ahead, you can promote webinars/online classes less than a week before the event. In fact, promoting them too far in advance can mean you actually get fewer people showing up (people just forget about it). 

To ensure your webinar is productive, I’d recommend creating the following sequences of emails: 

  • A four-day promotion sequence - promoting the webinar to people and telling them what will be covered
  • A sequence of reminder emails  - reminding people about the webinar and any preparation they might need to do (setting a pre-webinar task can be a great way to keep people engaged before the session)
  • A sequence of follow-up emails that deliver the recording, slides, handouts (and any other resources shared during the session) and offer and upsell to another product/service

I include template/swipe files for this sequence of emails in my How To Turn Your Offline Services Into Online Offerings masterclass  

Don’t have an email list? Read: 39 surprisingly easy ways to increase your email subscribers.

You should also promote the webinar/online masterclass across your social media channels. I included samples of the kinds of posts you might create in my How To Turn Your Offline Services Into Online Offerings masterclass 

Once your webinar is recorded you can turn it into an automated, on-demand webinar using a tool like Ever Webinar. 

  1. Launch a playbook/ebook

Launching a playbook/ebook can be a great way to turn your knowledge/expertise into a valuable resource you can sell - without leaving your home office. A playbook/ebook is a digital download, typically of around 3-5000 words that solves a very specific problem for a very specific type of client. 

I go into much more depth in my how to launch a playbook for your business online masterclass. 

There is some work up front in writing the download. You may also need to invest time and/or money (if you don’t have the expertise yourself) for professional-looking design. 

But once you’ve created your playbook/ebook - and automated the purchase/delivery process - you can (quite literally) sell it in your sleep. In the first few weeks of launching my Instagram Engagement Playbook, I sold almost 300 copies. 

While you’re unlikely to make millions from a playbook/ebook (unless you already have a large audience) it can be a great way to attract qualified leads you can upsell to more high-ticket products.services. 

Ideally, you’ll sell your ebook via your website (which means you can track who is buying from you and, crucially, get their email address for upsells/cross-sells) using a resource plug-in like Woocommerce or Shopify. To deliver the playbook/ebook, you’ll need to integrate this with your email marketing software.

Converting the naysayers

If you are taking services online that you have previously delivered offline, you may come up against some resistance from clients who don’t believe online training/coaching/consultancy can be as effective as offline. 

It’s a good idea to create content that educates your clients on the benefits of online learning PLUS how it works (often resistance is based around fear e.g. of not being able to use the tech), Demo/sample videos can also help (once people understand what an online class might be like, they’re usually happy to get on board). Finally, gathering testimonials from your clients will also help a lot. If you can get testimonials in which they explicitly talk about how they were concerned about online learning, but their fears were totally unfounded that is ideal.

Podcast shownotes

  • About this bonus podcast episode (01:04)
  • The four different ways you can take your business from offline to online (5:23)
  • How to deliver your in-person workshop or consultancy online (6:46)
  • Software to use for video conferencing and explaining the tech (7:49)
  • How to streamline and automate the booking process of your online course (9:55)
  • How to follow up your online sessions and what people need to know (12:01)
  • Why you can deliver any type of training online (14:09)
  • How to turn your in-person coaching/consultancy into an online course (14:49)
  • How you can use video to give people feedback on online (16:30)
  • Apps for presenting your content online and how to keep it simple (17:30)
  • How to turn your in-person workshops into webinars/masterclasses (21:57)
  • Why you don’t need a long lead time for promoting online webinars (23:52)
  • Emails that you can send to promote your online webinar (24:50)
  • Using your follow up emails to upsell (25:44)
  • Why you need to have people on your email list (26:20)
  • How to resell your webinar and use it in your sales funnel (28:49)
  • How to generate sales and leads by creating a playbook or ebook (29:40)
  • How to convert clients who don’t think it will work online (32:20)

Resources

Video Conferencing Software
Zoom
Go To Meeting
Team Viewer
Join Me
Google Hangouts
Meetme
Blue Jeans
Actuity
Calendly

Presenting software
Screenflow Mac
Thinkific
Teachable
Wistia
Vimeo
YouTube
Audacity
Soundcloud

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[333]  39 surprisingly easy ways to increase your email subscribers (podcast)
[335] How to create a high converting lead magnet (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast)
[375] How to get your first 1K email subscribers (podcast)
[378] How to use hashtags to build your online audience (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[392] How to get more engagement on Instagram (podcast)
[393] How to create engaging content when you only sell one product or service (podcast

Get my  Instagram Engagement Playbook 

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

Instagram Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[390] How to stop overthinking your content

Do you feel like you’re spending far too long on your content creation? Perhaps you procrastinate because you’re not sure if your topic(s) will resonate with your audience. Or maybe you worry because the topic has already been covered by a competitor and you’re worried people might think you’re ‘copying’ - or that people have just heard enough about it already. It could be that you hold back on sharing content because you’re worried you’ll look too ‘selly’, or you’re worried about offending people or /being judged/criticised.

If any of this sounds familiar, you’re almost certainly overthinking your content. Which means until you stop thinking - and start doing - your content planning and creation will continue to take you longer than you’d like.

In this podcast episode, I share practical strategies you can use to stop overthinking your content - so you can get more done in less time. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

1. Commit to a regular publishing schedule (and do it publicly) 

I release a new podcast episode every Friday - come hell or highwater. This means I can’t procrastinate or make excuses - I just have to pick a topic and go for it. 

Commit to publishing a blog, newsletter, podcast and/or even a social media post at the same time each week/month (or whatever you can manage. You’ll be amazed how it focuses the mind.

2. Create a content plan

You wouldn’t set off on a long car journey without directions. So if you don’t have a content plan - setting out what you’re going to publish, when and where - you’re likely to get lost. And I don’t just mean creating a content calendar, I mean understanding the type of content you publish on each platform.

So for example, with my podcast I know I generally publish one interview per month and three solo episodes of around 30-40 mins.

On Instagram, I publish three types of content on my grid:  educate, sell and inspire between 2- 4 times a day. And I aim to post on my Stories every day. 

3. Align your content to your paid product/services

If you have a copy of my 2020 Social Media Diary & Planner you’ll know I recommend planning your content around launches and/or ‘peak points’ in your business. Not only does this make it easier come up with content ideas, it can also help you decide what content you should be publishing when. 

For example, when I was launching my podcasting course, I scheduled a podcast episode on how to launch a podcast to go live around the same time. During the earlybird launch week, most of my content  focused on the topic of podcasting, including blogs on compelling reasons to start a podcast to common concerns about my podcasting course. I also did a number of social media posts/Instagram Stories focused on common objections to starting a podcast. So there was little time on the content schedule for anything else. 

If you sell just one product/service you may be thinking: "My business is static - there aren't going to be any new launches, products and/or events?'. But that is exactly the point. Even if you sell just one product/service, you shouldn't be promoting it in exactly the same way all year round - otherwise people will start to 'tune out' from your content. 

So how can you create peak points in your year that allow you to create fresh excitement around your product/services? The obvious choice is hosting a sale/special offer, but if that isn't appropriate for your business, there are still many other things you can do. For example:

  • Host an online webinar/challenge
  • Collaborate with related businesses to host an online/in person event
  • Host your own awareness day/week. Find out how here 
  • Publish a special series of blog posts/podcasts around a specific theme
  • Launch your Facebook group, podcast, Youtube channel - if you plan ahead you can make an 'event' of it

Even if you sell a seasonal product like my 2020 Social Media Diary & Planner you have to keep thinking of fresh ways to talk about your product - otherwise your followers will switch off. For example, we recently took one of the dates from the diary - Blue Monday and created a Banish Blue Monday campaign, where we offered a special rate on the Hawaiian style diary in the week running up to Blue Monday and a chance to win a pizza. This created a much-needed buzz about the diaries (which we had been marketing for over 90 days). 

You may also find yourself thinking ‘but what if my plans change during the year?’

Just because you write something down doesn’t mean you have to do it. Things may change in your business during the year and that’s fine. But it’s much less time-consuming to tweak a plan you’ve already worked on than to start from scratch. So just apply your best thinking right now.

4. Don’t create images for every post  - just ask questions 

If you’re struggling to keep on top of your content creation, it may be because you’re creating images for every single post. But you don’t need to. In fact, text-based posts can often outperform image-led posts. 

Asking questions can be a great way to get engagement on social media. For example, some of my best-performing posts on LinkedIn include: do you give your real name in Starbucks, should you bother posting on LinkedIn if you’re not getting any engagement or (I kid you not) which topping do you prefer on your pizza.


Don’t get up hung about your content not being related to your business (although it’s usually possible to find a business ‘angle’). People like to do business with people. Which is why you may find personal subjects often get more engagement than business- related topics. And once you’ve developed a personal connection, it’s usually much easier to start talking business.

5. Forget about fancy equipment

One of my clients shared recently that he was struggling to meet his commitment to publish a weekly video on Youtube in 2020. The reason? He was new to the platform and had to figure out how it all worked. Plus he had to learn video editing first. Which meant he’d have to delay his video content for a few months. 

I advised him to shoot a video on his phone and put it on IGTV (Instagram’s version of Youtube). In the time he was stressing about learning YouTube, he could be publishing content and building his audience. He posted his first video on YouTube a few days later and has managed to keep up his posting schedule since. 

Remember that social media is about exactly that - being social. And you don’t need to create pro-level video to create a connection with your audience. Which is why Instagram Stories is so powerful. Showing people behind the scenes of your business - and simply what you’re working on that day - can be a great way to connect with your audience. 

6. Do live video instead of pre-recorded

If you’re overthinking your video content, it’s generally because you’re suffering from perfectionism i.e. you want every video you make to be perfect. Live video is the perfect antidote to that….because you can’t be perfect. If you make a mistake, you have to keep going.  The confidence this gives you will help you when you do create pre-recorded video content. 

And finally, remember there is only one of you. If you’re worried about covering a particular topic, remember there is only one of you - which means they can never have your unique ‘take on the topic.

Podcast shownotes

  • About this podcast episode (2:50)
  • Why making a public commitment to regular content will stop you procrastinating (3:58)
  • Why creating a content plan will take the overthinking out of your content (5:55)
  • Why planning the type of you need to create will stop you overthinking it (7:32)
  • Why planning ta schedule for your content will stop you overthinking (9:11)
  • How aligning your content with your paid services/products will give you focus (10:40)
  • How to plan your content if you sell the same product or service all year round (13:08)
  • How to create peak points in your business if you sell the same thing every year (18:09)
  • Why you should apply your best thinking  and not let details hold you back (20:04)
  • Why you shouldn’t let the worry about creating images get in the way of content (20:17)
  • Why you shouldn’t get hung up about posting business stuff all the time (22:01)
  • How overthinking equipment can hold you back from creating content (24:13)
  • Why you should do your video live rather than prerecord it (27:46)
  • Why you shouldn’t worry about having the same content ideas as someone else  (31:10)

Resources

How to create an editorial calendar for your business (blog post)

[343] The three audiences you must build to create a successful online business (podcast)
[346] How to look and feel more confident on video with Ian Anderson Gray (podcast)
[348] How to write social media posts that sell (podcast)
[355] How to create and launch your own planner (podcast)
[358] 13 Ideas for engaging social media posts for when you're all out of ideas (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[381] How to use awareness days to create content for your business (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[387] How to create more content in less time with Amy Woods (podcast)

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[389] How to find your niche (and why you need to) with Jo Soley

Ever wondered if the day you were born can affect your life, work and business?

In this podcast episode about how to find your niche - business and marketing coach Jo Soley shares how she decided to take the bold move to niche her coaching business to specialise in numerology. Jo uses the power of numerology to help clients to move forward and create a successful business.

It’s a great case study of how to choose a niche for your business and how to become an authority and dominate your niche. Jo explains the steps she took to pivot her business gradually and how her audience pretty much stuck with her.

Jo also shares how niching has made her business much more profitable and helps her stand out amongst the many business and marketing coaches out there.

It’s not the kind of podcast interview I normally do. But I can pretty much guarantee you that halfway through you’ll be really keen to work out your life path number and find out how your number energy can influence the direction of your business.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

  • About Jo and how she developed her niche (2:43)
  • How Jo discovered numerology and discovered you can use it to coach people  (7:40)
  • How Jo niched into numerology and what those around her thought about it (11:36)
  • The steps Jo took to gradually change and introduce her new niche (15:30)
  • How Jo promoted her new business and then gradually launched her new niche (17:21)
  • How niching helped Jo build an audience that understood exactly what she does (21:21)
  • How niching has made Jo’s  business more profitable and helps her stand out (23:28)
  • How Jo works with people to align their numbers (25:09)
  • How to work out your life path number and what it can mean for your business (27:04)
  • What happens when you resonate with different numbers (38:06)
  • How your personality and your number can hold you back (41:36)
  • How to use your numerology knowledge to move forwards in your business (44:03)
  • How Jo plans to move her business forward (47:33)

Resources

Jo Soley Website
Jo Soley Facebook
Jo Soley Facebook Group
Jo Soley Instagram
Jo Soley Discover your life path lead magnet

[135] How to dominate a niche with Jeff Sieh (podcast)
[335] How to create a high converting lead magnet (podcast)
[339] How to build an audience for an online course or membership (podcast)
[349] How to find the right niche for your business (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[387] How to create more content in less time with Amy Woods (podcast)

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[388] How much content should you give away for free?

Sharing valuable free content that answers your ideal customers/clients questions can be a great way to generate leads and sales for your business. Publishing regular blogs, podcasts, videos and social media content helps people get to know, like and trust you - so when they do have a need for a product/service like yours, you’ll be the first person they think of. This approach is generally referred to as content marketing. 

But how much content should you give away for free? Is it possible to give away too much free content? And how do you separate the content you give away for free from your paid content e.g. online courses, membership sites and ebooks?

That’s exactly what I cover in this podcast episode. Along with tips on how to ensure your free content is leading to sales. 

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

There are two broad schools of thought on how much content you should give away for free as part of your marketing. Some people believe you should give away your best content for free. If people find your free content useful, they’ll be far more likely to want to invest in your paid content. It is possible to share tons of information and advice in a blog post or on a podcast. It’s not so easy to provide help with implementation. So people are willing to pay for access to you, so you can give them more personalised feedback on how the information/advice applies to them. The greater the access, the more you can generally charge (which is why 1-2-1 consultancy is more expensive than joining a membership site or buying an online course, for example). 

People will also pay for ease of access. For example, you could find most of the information I share in my Build Your Online Audience programme in my blog posts, podcasts and social media posts. But do you have the time to cruise around my website/social media platforms looking for relevant content and/or figure out what order you should tackle it in? Probably not. 

Others believe you should share what to do but not how to do it. For example, if you teach podcasting, you could share the steps someone might need to take to launch a podcast . But you wouldn’t explain exactly how to do it. So you might give people a list of the podcasting sites their show should be listed on, but the tutorial on how to do that would be inside your paid course.

Personally I believe in giving your best content away for free. This allows you to build authority - which is crucial when people are deciding if they want to do business with you. Anyone can say they are an expert, but can they prove they are an expert? Publishing regular content on your expert topic allows you to do that. 

People often worry that if they give away their best free content, they won’t bother buying the paid content - because they’ve already learned everything they need to learn. They are generally worrying unnecessarily. 

For example, one of my clients - a stylist - was concerned that her free email lead magnet (a ‘what to wear’ guide for different body types) but deter prospective clients from booking a session with her. Would everyone feel like her lead magnet had helped them so much they didn’t need her? But while the guide might be useful that is unlikely to be the case. For example, I would probably be classed as pear-shaped, but although I have a short body and long legs (for a very short person). Which means not all advice for classic pear-shapes would apply to me. And I would consider hiring a professional for advice (and have done in the past). 

Realistically, there is only so much depth you can go into in a blog/vlog, podcast or social media post. Often you can give the first step (and sometimes that’s all people need). But if people need the second, third and fourth step - and they want it tailored/personalised for them - that’s where your paid content comes in. It feels like the natural next step, should they want to take it. 

If your audience feels as if you’re deliberately withholding information from them. As if your attitude is: ‘I’ll only share that if you pay me’ they may start to lose trust in you. Which is why I would encourage you to share your content freely - and focus your energy on turning that interest into sales. 

With that in my mind, here are my tips on turning your free content into sales:

1. Make sure each piece of content you create leads to a paid product or service.

For example, I have a free podcast episode on how to launch a planner for your industry . This is a useful piece of content, but if you need more depth and detail, I have a 90 minute masterclass, which includes templates/checklists for pricing your planner, writing your sales copy and testing whether your planner will sell.

2. Sell visibly and sell often

If you give away tons of free content but only make the occasional sales offer, you may be at risk of what the sales expert Jessica Lorimer refers to as Baby Bird Syndrome. This is when your audience gets addicted to your free content. So when you withdraw the supply - or ask them to pay - they get fretful. Some may even lash out at you in anger. To avoid this, they must see you making regular sales and understand that if they want help with implementation (as opposed to information) they must pay for that.

You may have noticed I sell every podcast episode, and on Insta - every day. 

3. Make sure your free content delivers tangible results 

If people get a tangible result from using your free content, they are much more likely to want to buy your paid products. For example, people often message me to say they have listened to my podcast episode on how to use hashtags to build your audience and seen a significant rise in their engagement on Instagram. While this is a significant and tangible win, it isn’t going to fix all their Instagram problems and/or answer all their questions. If they join my Build Your Online Audience programme, not only do they get access to more in depth content, they also get to ask me questions about how my advice applies to them. 

One of the biggest objections people have about buying an online course/membership programme is ‘will I get results?’. If you’ve given someone a small win through your free content e.g. a lead magnet or paid podcast episode you’ve already overcome that objection - they KNOW you can get them results. So instead of worrying about whether you are giving too much away, you should be focusing on how to offer them the next step. 

Podcast shownotes

  • What is content marketing and how can you use it to attract clients and customers (3:42)
  • How much of your content should you give away for free? (6:45)
  • Why you should give your best content away freely (7:40)
  • Why people will still pay for your products if you give away your really good stuff (10:14)
  • Why you shouldn't hold content back and make it difficult for people to access (14:54)
  • Why giving people great free content will make them want to know more about you (17:30)
  • Why you shouldn’t worry about the people that won’t pay for content (19:37)
  • Why your free content should always link back to your product or service (20:46)
  • Why you need to be seen selling often and visibly to avoid ‘baby bird syndrome’ (23:00)
  • Why your free content needs to deliver tangible results to gain people’s confidence (26:33)
  • Why you should focus on putting great quality content out there (28:15)

Resources

Jess Lorimer Selling to Corporates Podcast

Join my Build Your Audience Programme

[335] How to create a high converting lead magnet (podcast)
[339] How to build an audience for an online course or membership (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast episode)
[358] 13 Ideas for engaging social media posts for when you're all out of ideas (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[381] How to use awareness days to create content for your business (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[387] How to create more content in less time with Amy Woods (podcast)

How to add closed captions to your video using Rev and Kapwing

How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[387] How to create more content in less time with Amy Woods

Want to save time on content creation? And get the content you create in front of a bigger audience?

If that sounds appealing, you'll love this podcast episode with content repurposing expert Amy Woods.

Amy explains what the best type of content is to create for your business, how to save time on your content creation and how to get the most out of every piece of content you create. She talks about content repurposing strategy and why you should consider the platform you'll be publishing your content on -  before you create it. PLUS why it's really important to make sure you create content that gets found by website search - and not just social media - so you can build your audience on your own platform.

Amy shares how she repurposes her own podcast and what types of content she creates for it. PLUS how to reduce content creation overwhelm.

Going to listen? I'd love to know what you think?

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

  • About Amy Woods and her business Content 10x (3:36)
  • Why you should start with creating content that you are comfortable with (5:36)
  • Why using live video will give you the best content to repurpose from and engage your audience (7:16)
  • Why you need to remember the message that you are trying to convey when you repurpose your content (12:00)
  • How to repurpose a podcast or video and get it found by search not just social media (13:28)
  • Why you should get a transcription of your video audio to help repurpose content (15:20)
  • How to save time and reduce content overwhelm by making the most of your content (18:30)
  • Why it's good to think about the content you create in relation to the platform (24:12)
  • How to make the most of your easy to create behind the scenes content (27:24)
  • How Janet repurposes her podcast and the content she creates with it  (29:30)
  • How Amy repurposes her podcast and what content she creates with it (32:34)
  • Why it's important to be consistent with your content and how it builds authority and recognition (37:39)
  • Why Amy wrote her book after she had built her audience and content (40:23)
  • Why you need to ‘walk the talk’ and demonstrate that you are an authority (44:12)

Resources

Amy Woods Content 10X

Amy Woods Book Content 10X

[179] How to get more eyes on your content with Andrew & Pete (podcast)
[203] Boost your web traffic through content repurposing with Amy Woods (podcast)
[330] How to write awesome sales copy for your business (podcast)
[334] How to  build a large audience without paid advertising with Callie Willows (podcast)
[339] How to build an audience for an online course or membership (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast episode)
[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[381] How to use awareness days to create content for your business (podcast)
[385] How to sell on Instagram Stories without feeling sleazy (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)

How to add closed captions to your video using Rev and Kapwing

How to create an editorial calendar for your business (blog post)

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

How to write social media posts that sell (online masterclass) 

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Buy my book Your press release is breaking my heart

Build Your Audience Programme

Rev.com*

Kapwing

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn