DiscoverCopy & Content with Jon Cook: For Speakers, Coaches, and Experts Who Actually Give an 'Ish'...
Copy & Content with Jon Cook: For Speakers, Coaches, and Experts Who Actually Give an 'Ish'...
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Copy & Content with Jon Cook: For Speakers, Coaches, and Experts Who Actually Give an 'Ish'...

Author: Jon Cook | Keynote Content

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Spoiler alert: there's an 'ish'-load of information about how to better connect with your audience as a speaker, coach, or industry experts. How do you know what truly works?

The Copy and Content podcast features episodes obsessed with helping you better serve your audience. Keynote Content founder and Copy and Content host Jon Cook shares insight and interviews in the areas of speaking, copywriting, content creation, branding, and marketing. Learn you-proof tactics and processes that work.

Copy and Content isn't for everyone; it's only for you if you give an 'ish' about your audience.
66 Episodes
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If you've written any type of sales page or ad copy, you're probably familiar with the PAS Copywriting Formula: Problem-Agitation-Solution. Here's why you're better served revamping the PAS formula and what to use instead for writing copy, content, and your overall messaging approach as a speaker, coach, or consultant. In this episode of Copy & Content, you will learn: What are the three parts of the PAS formula? Problem, Agitate/Agitation, Solution Why the PAS formula doesn't truly serve your audience Which part of the PAS formula to adjust first - and how to infuse hope through your messaging in its place. How to replace Agitate with Empathy - and the three types of empathy that can better connect with your audience. How to Humanize your Solution by using compassionate empathy throughout your messaging, specifically your copywriting How the human brain is wired for hope in place of shame with neurotransmitters like dopamine and serotonin. How I can help you create a better version of the PAS formula with empathy for your business ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
You're talented, experienced in your industry, and ready to help change lives... but you're an invisible expert for a reason. There are four deadly lies that are keeping you from growing your business - and if you reject these lies and replace them with truth, you will start going from invisible expert to can't-miss expert in your industry. In this episode of Copy & Content, you will learn: The first lie invisible experts believe is that they're not ________ enough. The second lie invisible experts believe is that they're not as good as another expert in their industry. The third lie invisible experts believe is that their industry is too crowded to stand out to the right audience. The fourth lie invisible experts believe is that they missed their window of opportunity. The best motivational speech every invisible expert needs to read to get the confidence and momentum to grow their business and change lives. How I can help you get the confidence and focus you need to go from invisible expert to can't-miss expert in your industry. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
"I'm just not seeing the results I want to see in my coaching business. What am I missing?" After working with over 1,100 coaches and consultants one-on-one since 2017, these four components are crucial for any coaching business if you want to attract and close more clients. In this episode of Copy & Content, you will learn: Why it's not always about niching down as far as possible as a coach - it's all about right-sizing your niche Why you need both a Market Pathway AND a proprietary process as a coach Why you need to eliminate most of your product suite (coaching offers) to focus on one solid offer with the best potential for results. Why you need to create consistent, value-first content and what that means for you and your audience of prospective coaching clients How I can help you create a powerful offer that attracts and closes the right coaching clients so you can make a greater impact through your coaching business. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
Is it better to create brand-new content as much as possible or focus on repurposing existing content? It depends on your industry, how developed your content ecosystem is, and where you're wanting to go with your message as an industry expert. In this episode of Copy & Content, you will learn: Why any aspiring thought leader needs to create 'cornerstone' content BEFORE creating 'brick' content Why one-and-done content strategies limit your content's growth potential to around 10% Two of the most powerful tech tools for repurposing your content The value of connecting new content with existing content beyond just reposting your content How I can help you maximize your content's growth potential and impact ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
One of the best investments any coach can make is in developing their customer journey map. We call this your Market Pathway, a seven-stage process for attracting, engaging, and signing on the right coaching clients who you know you can serve the best. This concept of mapping out a Customer Journey was first mastered by Ron Zemke and Chip Bell many years ago and Market Pathway Mapping is what I've learned from working with over 1,100 coaches and consultants one-on-one since 2017. In this episode of Copy & Content, you will learn: The ultimate purpose of a Market Pathway for coaches to use when attracting the right clients Why the first stage of a great Customer Journey Map or Market Pathway is "Pre-Aware" The second stage of a great Customer Journey Map or Market Pathway is "Problem Aware" -- what's the key problem that your ideal coaching prospect is facing that you KNOW you can talk about in greater detail and with more empathy than anyone else. The third and final stage of the first part of a great Customer Journey Map: "Solution Aware" How to divide your Customer Journey Map ("Market Pathway") into two distinct parts. The value of raising awareness of your expertise in the fourth part called "Expert Aware" - and the three key components of "Expert Aware" How to package your expertise into 'an offer they can't refuse' - an Irresistible Offer Why arguably the most crucial part of a Customer Journey Map is validating a coaching prospect's decision to sign up for your offer. How to activate a satisfied coaching client to become a raving advocate for your expertise. How I can help you build out your Market Pathway with Keynote Content ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
"So, where are we going with this coaching program?" For many coaches, that question is enough to stop them in their tracks. Not you though, no, you have a great proprietary process that's documented and defined so your coaching client and prospects know exactly what to expect and where they are in the process. So, how do you build that proprietary process? In this episode of Copy & Content, you will learn: Why you need to think about your client or prospect's MVP: Minimal Viable Pathway to success with you How many steps should a coach's proprietary process be? The two key factors you need to focus on with each step of your proprietary process How to create a simple, memorable name for your proprietary process and each of its steps  An example of how proprietary processes working using our Expert Message Method with Keynote Content as an example Does your process pass the napkin test? Clear beats clever - all day, every day, any day... How I can help you create a great proprietary process with Keynote Content ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
Choosing your target market (your 'niche') is one of the fastest ways to start growing your business as an industry expert, but how do you align your new message with your niche? In this episode of Copy & Content, you will learn:  Four key steps for niching down your message to connect with the right niche market for your business. How to focus on the first 100 prospects with your messaging inside your niche market Why you need to label or name your market niche in your messaging The value of embedding self-select messaging that helps prospects identify if they may be a great fit with you and your business How to learn and adopt the language of communication inside your niche market so you can reflect back to them the same priorities, values, questions, and desires they have - and prove you're there to serve them. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
Growing your business through podcast guest opportunities gives you the flexibility and reach you need from anywhere at any time. The challenge is finding the right podcast guest openings that align with your message.  In this episode of Copy & Content, you will learn: The top three podcast directories for finding podcast guest openings How to leverage Amazon Bestseller Lists to find podcasts with guest opportunities The two best media platforms for podcast guests Why associations and organizations are gold mines for prospective podcast guests ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
Being a great guest on podcasts is one of the fastest ways to grow your business and impact as an industry expert. So, how do you get on more podcasts? What's the right way to pitch yourself as a podcast guest?  ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
Whether you're creating a new webinar, creating a new training series, or wanting to speak at more events, having a great talk title, description, and takeaways is crucial. Here is the best approach to creating an irresistible talk topic, description, and takeaways that will catch anyone's eye. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
One of the fastest ways to grow your business as an industry expert is by being a guest on relevant, growing podcasts. So, how do you get to be a guest on a podcast? Where do you start? How do you find great podcasts that align with your business and also have the right audience for you? ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
Two of the worst enemies to a coach's marketing are lousy content and unpublished content. What's the fastest way to create great content as a coach without sacrificing quality heading into 2021? Jon Cook shares what he's learned from working with 1,100 coaches and consultants one-on-one since 2017 and writing almost three million words of content. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
"Blogging is dead!" "Videos are oversaturating the market" There are so many opinions about whether blogs or videos are better for building your business. How do you know whether blogging or video is better for growing your business in 2021? In this episode of Copy & Content, Jon Cook, founder of Keynote Content, shows you how to know whether blogging or video (vlogging) is better for your business.  ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
Yes, blogging is still one of the most effective marketing tactics for growing your business as an industry expert. Where do you get started though? What's the best way to start your blog in 2021? Learn the exact steps you need to launch and grow your blog in 2021 and beyond. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
After generating millions of dollars in sales for clients working with over 1,100 coaches and consultants one-on-one, this is the best, most effective copywriting framework I use for sales pages and website copy. It is the #1 formula I'm using to write any type of copy heading into 2021.  ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
The group most likely to change the world are heart-driven entrepreneurs. And yet, it's not enough to simply say "Your message matters." What you need is to know how to leverage that message in the right context to maximize your impact as an industry expert. In this video Jon Cook, founder of Keynote Content, #1 international bestselling author, and creator of the Expert Message Method, shares the three elements you need as a heart-based entrepreneur to create the impact and results you need with your business message. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
When COVID-19 disrupted the entire speaking and coaching industries in March 2020, one key word was "pivot". Now that we're starting into 2021, it's time to make the second pivot with your message. What changes do you need to make? Where is your audience needing you to show up more that's different than your first pivot?  ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.
So you want to create great content for the holidays? It is about a couple of weeks before Thanksgiving. You're saying, "I don't know, I haven't created any holiday-themed content. I don't have any ideas. I didn't know where to start." What I'm going to show you today is how to create great last-minute holiday-themed content, even if you have zero ideas and no content created already. My name is Jon Cook and I'm the founder of Keynote Content. I am a #1 international bestselling author, and I am the creator of the Expert Message Method. Over the last four years, I've worked with over 1100 different business coaches and consultants one-on-one, helping them craft and share their messages. And that includes over 800 speakers saying, how do they get their message out to the right audience? And especially as we go through different seasons of the year, you're looking at this 2020 saying, "2020's already been an awful year," but there's light at the end of the tunnel. 2021 looks like there might be a vaccine coming for this COVID-19. We have some amazing new opportunities coming up from a business standpoint and how the market's changing, I think 2021 is going to be so much better than 2020. And as we finish off 2020, you're saying, "I want to make these holidays special." I mean, I can't tell you how many people I've talked with over the last couple of weeks saying, "I just want the holidays to just be so much better this year, that it just needs to mean that much more. I just want to get into the holiday spirit and feel like the eggnog, and the Christmas trees, and the caroling. And yes, the holiday Hallmark Christmas movies, absolutely." For your audience that are going, how do they engage with your content through the holiday season in a way where you say, "I know that this is what they're looking for. And I know that I also haven't done any work on it. I haven't done any prep, any idea how to put content together that's holiday theme." I'm going to show you a few different tips for today. So the first thing I want you to look for is, when you're creating kind of great last-minute holiday content here for 2020, look for patterns and look for problems. Patterns and problems. And what do I mean by that? People leave patterns. You leave patterns, I leave patterns, whether it's how we go through our relationships, or through our everyday life, or schedule, or business, or finances, whatever it might be, we leave patterns. And so, for you to understand where your target market is, is saying, "What are the patterns that they're leaving through their social media, through how they reach out to me, how they search online? What are the patterns that they're leaving, that I can identify? They keep searching for this." And largely those patterns are probably tied to consistent problems. What are the problems that are cropping up right now? (Transcription continues) ------------ Being an expert doesn't mean you automatically have an audience, especially with so much noise in the digital marketing space. You need to break through the noise and establish your message as a rising thought leader in your industry. Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. If you want greater clarity and even better results with your message, visit workwithjoncook.com. Sponsorships: off for this episode
Hey, it's Jon Cook with Keynote Content. I wanted to connect with you today because specifically when you look around the world with COVID-19, it's disrupted virtually every industry in the world. And then with the recent U.S. Elections, and there's still some uncertainty about kind of the fallout from that, what that might mean from a change standpoint, opportunities, loss opportunities, whatever it might be. There's just a lot of stress. And what your audience is needing right now is that they need to know. Does anybody care about what I'm feeling? Does anybody care about what I'm experiencing, what I'm going through, what it means for my coworkers, my family, for my business, whatever it might be and what they need right now is empathy. You've probably heard this term of empathy before several different times. It's a popular word that I hear many different speakers, many different service experts and authors use this idea of empathy. But what does empathy actually mean? And what does that actually convey to your audience that they need to know from you? What I want to share with you is this definition first of what is empathy. I've seen a number of different definitions, but the best definition I've seen so far comes from the Cambridge English Dictionary. Empathy is defined as "the ability to share someone else's feelings by imagining what would it be like to be in that person's situation." Very simple definition, but it's so accurate. What can I share from a feelings, from an experience to standpoint, if I could just picture myself in their shoes. You've heard the term about walking a mile in someone else's shoes. There's a lot of truth to that because it says, how do I know what somebody is going through? How can I be able to identify what they're feeling, unless I can imagine myself in that situation. Now I will say that empathy is far more natural for some of us compared to others. And some people might even ask like, can I even nurture empathy? Can I even cultivate empathy? I absolutely believe that you can, but there are different types of empathy. I want to look again with empathy, there are three different types. Really there are five different types and I'll mention two of the five types first that we won't really focus on today. The two types I won't really focus on is somatic and spiritual empathy. Somatic empathy is really tied into that feeling somebody else's physical pain by inflicting that same physical pain on yourself, or giving yourself license to experience the same physical pain. There's also some weird phenomenon like somebody can say like identical twins, there've been reports in different studies that show an identical twin can sometimes almost sense when their twin experienced some physical taints and saying where it's like, Oh, my sister hurt her knee. (Transcription continues) ------------ Being an expert doesn't mean you automatically have an audience, especially with so much noise in the digital marketing space. You need to break through the noise and establish your message as a rising thought leader in your industry. Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. If you want greater clarity and even better results with your message, visit workwithjoncook.com.
So you want to get booked on more podcasts, but you say, how do I put together the right podcast info sheet or a one sheet? What is a podcast one sheet? Well, I'm going to show you how to create a best podcast one sheet that will get you booked on virtually any podcasts you actually want to be on. So we're going to jump in with the first little detail, what is an info sheet? What is a podcast one sheet? Well, a podcast one sheet, think of it like a one to two page info that has some information about who you are, your headshot, your information about your topics. So we're going to cover about all these different details, but essentially it's a little like a PDF that you can email to a podcast host so they can get an idea of who you are, make sure it's right fit, topics that you're passionate about, and make sure that you can be a good, interesting guest for their audience. So first thing is what is a podcast info sheet or a one sheet? It's one to two pages. I've seen some go to three or four pages, but make sure it is brief. Go for brevity, pack the value without making it too busy. You might say, how do I put this together? I recommend, if you're a design novice, go to canva.com, C-A-N-V-A dot com, I think I spelled that right. C-A-N-V-A dot com. You can sign up for a free account, they have all these templates in place. I also have a podcast one sheet template. You can ask about that. I can tell you about that a little bit later. But anyways, what do you actually include on your podcast one sheet? The first thing I want you to include is your headshot. Make sure your headshot is there. You might say I don't have a great headshot. Invest in a great headshot. Find somebody who is a photography student, find somebody who's passionate about photography saying, I just need a great looking headshot, kind of a blurred out background. Make sure that you're wearing a great shirt or a great top, and that it actually can show you smiling. That you're actually going to have an engaging conversation with them. So invest in a headshot. The thing is also include a bio about who you are. Now we'll get into that a little bit, but actually before we get into that, let me add on that, not just a headshot, but make sure it's branded for your business or for your message. So branded with logo. So all throughout your podcast one sheet, is a front page, second page, even if you go three or four pages, make sure you have your logo, make sure you use your color, make sure it looks and feels like your website because it is an expression of you and your message just like your website is. So you can have that included. I also recommend putting in of course your bio. Now you can have two different forms of bios. I've talked about this on other different recordings, is that you have a short form. I like that being about 60 to 80 words. (Transcription continues) ------------ Being an expert doesn't mean you automatically have an audience, especially with so much noise in the digital marketing space. You need to break through the noise and establish your message as a rising thought leader in your industry. Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. If you want greater clarity and even better results with your message, visit workwithjoncook.com.
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