DiscoverCopy & Content with Jon Cook: For Thought Leaders Who Give an 'Ish' About Their Audience
Copy & Content with Jon Cook: For Thought Leaders Who Give an 'Ish' About Their Audience
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Copy & Content with Jon Cook: For Thought Leaders Who Give an 'Ish' About Their Audience

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.
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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.
So you want to be the best podcast guest ever. How do you make that happen? What do you need to do ahead of time? What do you need to do during the podcast? And even what do you need to do after the podcast to make that a reality? My name is Jon Cook. I'm the founder of Keynote Content. I am the creator of the Expert Message Method, a number one international best-selling author. And I'm here to show you how I've guided over 800 different speakers to get on more podcasts and the different tips and different practices we put in place to help make that a reality. So the first thing I want you to think of is be the right fit, be the right fit. And what do I mean by that? It means that there are over 800,000 active podcasts just on the Apple podcast store right now. So how do you know which one's the right fit for you? Well, you do your homework. You try to figure out what is the right podcast for my niche, for the people I want to connect with, but also the host. What is the host like? What are they interested in? And making sure that for the different episodes that they've had coming up before you, what would potentially be a right dovetail fit into that. And so it's saying out of all the ones in your industry, try to focus on like the niche podcasts, see if you can find what are the rising podcasts or the new podcasts that are getting a lot of traction that are looking for guests. Podcast hosts are often looking for great guests, make sure you're their best one. And this is what today is about. So first thing is, make sure you're the right fit. Not just any podcast, but the right podcast for you. Second thing I want you to do is prove your homework. And what I mean is prove that you've done your homework as far as like, "Hey, I know what the podcast is about. I know who the host is, what their business is, what their emphasis is. And I can be able to show that with how my communications go from the very first message or email." So I can't tell you how many different times that I have reached out and I've seen so many different podcast guests who want to come onto my podcast or come on to other podcasts, just send an email saying, "Hi, first name." And they just use a template. And they don't even take out the first name placeholder text. It's so confounding to me, how just a little simple thing can be missed right off the bat. But by doing your homework, you can reach out and say, "Hi, Steve, or Hi DeAndre." Or, whatever your name is, making sure that for the host that they know you've listened to their podcasts, you've listened to a couple of recent episodes, you even said, "Hey, I even put out this review of your podcast recently. And here's what I know is going to be a great fit because I've done my homework. I know that I've listened. I see what your podcast is about. And here's why I would be a right fit." And so from there, there's also this next part of saying, if you're going to be proving that you're the right fit, show them examples. And what I like to say is you put together a podcast info sheet, or one sheet, whatever you want to call it, some people call it an info sheet. Some people call it kind of a podcast one sheet, whatever it might be saying, give topics. (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.
It's Jon Cook with Keynote Content. Thank you so much for connecting with me today. I want to talk with you about virtual summits. Now of course, with COVID-19 disrupting so many in-person events and we're still quite aways away from seeing more in-person events coming back, a lot of questions I hear from clients of ours, who are speakers, are saying, "How do I leverage my time as kind of a virtual summit contributor?" Whether as a panel contributor or as an actual feature guest, "How do I use that to provide the best possible experience to meet the expectations for the host, but also really serve the audience well?" So I'm going to walk you through, there are five different lessons that I've learned. I've been on several virtual summits over the last year. I want to share with you. Here's what I've learned. Here's some tips, some techniques, that you can use to help make this a great experience for everyone, including yourself and how you can grow your business, your list, like as a subscriber list, or you can grow kind of your influence as an industry authority using virtual summits. So the first thing I want to share with you today, is that I want you to have a great background. Now, I'm traveling right now and so if you're watching this, happen to see the video of this, is going like, "Hey, that's not necessarily a great background." Well, it's one where I like to say, I have a background that isn't distracting. So don't have a ton of artwork, don't have a ton of different sayings or whatnot in the background. So not what I have right now, but like choose a green screen background or whatever it might be. So have a great virtual background, and from there it says... If you're saying, "I don't know if I have the space or what," just choose a blank wall. Maybe hang up some artwork, maybe have just a little picture you can put up kind of like, "Hey, this is my speaking background wall." You can have something that is a great, very much a white or a gray kind of just a solid color background. That's a great background for you as a virtual summit presenter, because it limits the distraction. That way people won't say, "Oh, I have that book," or, "Hey, what's that article? Really, they believe that?" Or, "I didn't know they..." It takes with the distractions and make sure it's a great experience. So that's the first thing, have a great virtual background or actual physical background. (Transcript continues) Recommended Lavalier Mic: Deity V.Lav Pre-Polarized Lavalier Lapel Microphone Omnidirectional Condenser Mic Recommend Video Camera: Logitech HD Pro Webcam C920 ------------ 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.
Hey, it's Jon Cook with Keynote Content. Thanks so much for joining me. We are in the last of the four-part series we've been doing, talking about neuroscience, talking about specifically the four main chemicals inside your brain, inside your audience's brain that you want to be able to activate, and then connect on that activation with your products and services to better serve your audience. And again, as we go into all of this content and we talk about neuroscience, there's this amazing power that exists in the human brain. I believe it's one of the greatest forces in the world. But the key part is that with great power comes great responsibility. So, as I share all this information for you, it's with this belief, with this hope that you use this information with integrity, that you actually use it to serve your audience, not manipulate. So, we've gone through these first four, but again, one of the ways I love to remember these four chemicals, is what I call DOSE: D for dopamine, O for oxytocin, S for serotonin, and E for endorphins. We're going to talk about endorphins today. But before we get into this you might say, "Okay, Jon, who are you? What's your credibility?" I spent the last four years studying a little over 11,000 hours worth of time invested into studying neuroscience: how the brain is wired for impact, for influence, for messaging, sales copy, social media, how a speaker from the stage can share a story and know it's going to connect with a specific part of your audience's brain. Now take that information, I've brought it into working with clients. I've worked with over 1100 different business coaches and consultants, and more than 800 different speakers since 2017. That's my credibility. And today, endorphins is the one that I think might be the most misunderstood of all the four brain chemicals. This is the one that's most misunderstood. In fact, you might even see the idea of endorphins, you might think adrenaline junkies, people jumping out of perfectly good airplanes, or swimming with sharks, or dirt bike racing down a mountainside, or something crazy, just getting your adrenaline going. That's what I thought for as well. But then about three or four years ago I connected with Dr. Reef Karim. He's from the Semel Institute of Neuroscience with UCLA. And I asked him, and it was supposed to be about a 10, 15 minute conversation. We sat and talked for about two hours about neuroscience, about how the brain is wired for imaging, for impact, for messaging, for even different words, phrases, the way that our brains are wired. And he said, endorphins, he said, "Jon, what I wish people understood about endorphins is that endorphins is not about me. It's not even about you. It's about other people and what we can do on their behalf, risking our status quo." And I thought it was interesting and so we talked about a little bit more. I said, "What do you mean about the status quo?" And as we went through the conversation it occurred to me... (Transcript 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.
Hey, it's Jon Cook with Keynote Content. Thanks so much for connecting with me today. I want to connect with you about the four main chemicals inside our brain. We have dopamine, oxytocin, serotonin, and endorphins. Not just the main chemicals but the main happy chemicals... The chemicals that your audience wants to experience through your products, your services, your coaching, your talks, your webinar, or whatever might be. When you give a message with your audience, those are the four chemicals that your brain, that your audience brains are craving that they want to experience. And so we were going through the series talking about D for dopamine, O for oxytocin, S or serotonin, E for endorphins. Those are the four kind of happy chemicals. And I've already done a couple of videos about dopamine and oxytocin. Today I want to talk with you about serotonin, but before I really jump into this, you might be saying like, "Who is this guy? Who is Jon? What's your credible ability that you can talk to me about brain chemistry and how our brains are wired for influence and impact?" I spent over 11,000 hours and over $50,000 researching these four chemicals, testing them with sales copy, Facebook ad copy, Google ad words copy, website pages, creating contents for speakers from stages, working with over 1100 different business coaches and consultants, and more than 800 different speakers over the last four years. And what I've learned is here, our brains are wired for these chemicals and how our audience can respond to those inside our messaging, that we can then activate with our wording, with our phrasing, our messaging. And then we can deliver on that with our products and services. So we can know how to activate these chemicals and then deliver on that in a way that we say we feel good about activating that chemical because anybody can activate a brain chemical with manipulation and that's icky. We don't want that, but say, if I know how to activate that with certain words and the phrasing that I use inside my messaging, that I know can lead them to a product or service or solution that ethically delivers on that desire, then I've truly served my audience. So serotonin is what we're going to focus on today and serotonin what I call kind of a happy chemical, that sunshine chemical. And I live in Denver, Colorado, here in the United States. And we have over 300 days of abundant sunshine. I know if you live, maybe in the Midwest of the United States, it might be a little dreary, a little cold, whatnot, overcast. We have sunshine. And now you probably have had these moments where you say, "I kind of feel like in a funk." Like it's just a funky day where it's overcast, cloudy, kind of a blah type of day. I've been there too. I've been there a lot of times, where it says, it just kind of feels like there's just not a lot of sunshine, but then the sun comes out and you take a five-minute walk and come back and you say, "Wow. I just feel like this is a great day." (Transcript 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.
Sign up for Summit Talks with Mark Wade to catch my session on "Neurempathy: Why Your Audience Craves a No-Bulls*** Perspective from Someone Who's Been In Their Shoes".  We're giving away a Summit Pass for Summit Talks (valued at $70). You need to sign up for Summit Talks and screenshot me a copy of your registration and I will choose one person to win our complimentary Summit Pass. Grab your spot for free here: https://bit.ly/summit-talks-JC ------------ 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.
It's Jon Cook with Keynote Content. Thanks so much for joining me. Last time I connected with you, I talked about the first of the four happy chemicals that our brains have, dopamine. We have the four main brain chemicals, dopamine, oxytocin, serotonin, endorphins. What it is, I spent the last four years spending a little over 11,000 hours, investing over $50,000, researching neuroscience, doing testing, split ad testing for Facebook Ads, Google Ad, copy, sales page copy. What it is, I found out here is how the brain is wired for influence, for persuasion and the ethical responsibility that we have. If we really want to serve our audiences, how do we make sure that we connect with them in a way that is powerful and is not going to feel like any type of manipulation? I previously talked through dopamine is the first of the four brain chemicals. Today, I want to talk with you about oxytocin. Now, oxytocin, and before we jump into oxytocin, we use the acronym DOSE, D for dopamine, O for oxytocin, S for serotonin, E for endorphins. Really easy to remember that way, say, "What is the right DOSE of connection I want with my audience that can then ethically deliver on that connection with my products, my services, my programs, whatever it might be?" We already talked about dopamine, now talking about oxytocin. Oxytocin is so interesting. I call this kind of the connection or the love chemical, and it's the same chemical that's released during a hug or when you get your paycheck. It's when a mother gives birth. My wife and I, we just welcomed our third child into the world, our son Nolan. He's just a ball of joy, and so figuring out life. He's about two, three months old now, and what I've realized is that oxytocin is the strongest chemical that's actually released during childbirth on the brain chemical side of things. What it does is it's released through the birth process, and it creates this oxytocin drive and a connection between the mother and baby. You've heard of the terms like nothing stronger than a mother's love and, chemically speaking, that's absolutely true with oxytocin. Oxytocin kind of gives you that baseline of saying, "I am connected to something or someone bigger than myself or greater than myself." With that oxytocin, it's that same chemical that we also drive to be I want to be a part of something extraordinary, something that's beyond what even I can bring into the world just on my own. With oxytocin, you see that same chemical that's manifested during protests or when people are seeing the part of a groundswell or a movement. Likely if we could have done any type of MRI, kind of a functional MRI of the blood flow that was going through the mind of Thomas Jefferson when he was penning the Declaration of Independence, we would have likely seen a massive spike in oxytocin [inaudible 00:02:48] was thinking about we, the people, so protest movement. ------------ 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.
Hey, it's Jon Cook with Keynote Content, thank you so much for joining me for today. What I want to walk you through is the understanding of how our brain is wired for four main chemicals, dopamine, oxytocin, serotonin and endorphins. Those are four chemicals that some people refer to as the happy chemicals, or the upbeat, positive chemicals in our brains. They're the brain chemicals that are tied to desire and fulfillment and happiness. Things that we could all use a little bit more of in our life, especially with things that are going on with COVID-19 and the economic meltdown, and uncertainty in so many different areas and spaces. So what I want to walk you through is we're going to start a series of trainings here about how to leverage, and ethically deliver on those brain chemicals, dopamine, oxytocin, serotonin and endorphins, and how to ethically activate them and then deliver on them with your products, your services, your coaching, whatever that might be. So what I want you to focus on today is with dopamine. Let's talk about the base of dopamine and who am I to be able to share this with you? Well, over the last six years, I've spent over $50,000 and a little over 11,000 hours studying neuroscience and these four chemicals and the effects that they have on influence and impact and the way that our messagings for websites, for speaking from stages, for podcasting, YouTubes, whatever it might be, and how our brains are wired to be influenced by this messaging. So, inside that space, I've learned quite a bit about how our brain is uniquely wired, and how we can first reject negative manipulative messaging and how we can embrace messaging from people that have built that trust and have proven that they are industry experts. And for you with your audience, you want your audience to know that you are someone that you can trust, that somebody that I can be able to understand here's exactly what you're thinking, here's exactly what you're going through, what you're feeling. And here's how I know I can fulfill on those unmet desires and questions and problems for you, with my products and services. Of the four chemicals, dopamine, oxytocin, serotonin, endorphins, you want to say, "How do I even remember that?" Well, I love using the acronym, dose. D-O-S-E. D for dopamine, O for oxytocin, S for serotonin, E for endorphins. I'm going to walk you through each of those in different videos, different trainings. I'm going to do, I'm going to share this with you. So this first one is dopamine. Dopamine is arguably the strongest chemical that our body naturally produces, and that we can actually experience inside our human bodies. And it's what happens when these things, these phones that we have glued to our faces, in our hands, when it vibrates or when the notification goes off or you hear that email alert, what it does is it's activating that sense of dopamine. That feeling of somebody's values my perspective, my contribution to life. And dopamine is also tied into the desire of love, power, success, fulfillment, even intimacy. ------------ 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.
Hey, it's Jon Cook with Keynote Content. Thank you so much for joining me. For today, we're going to talk about mission statements. And frankly, I think you should just ditch whatever mission statement that you have, even if you say, "I really like it. I worked so hard on it." Hear me out here. I believe that mission statements are basically bingo sheets of buzzwords. They're this conglomeration of words that we expect to see inside a mission statement. Now think about the last time that you looked at your mission statement. If you have a mission statement for your company, when was the last time you even looked at it? It's probably on a business plan somewhere, or maybe it's on a page of your website, and it's just there and it's just filled with a lot of buzzwords, things where you say "It doesn't really inspire me." You might say, "Okay, but what are the words we expect to see inside a mission statement?" Words like leadership and excellence and integrity. Now, why would I pick those three words? Because those are three of the exact words that were included in Enron's mission statement. And if you're familiar with US business history, Enron was the largest corporate bankruptcy with over $50 billion of corruption, and that's billions with a capital B, that's not exaggeration, $50 billion plus in corruption. There are levels of corruption on all levels of Enron was corrupted and so when you look at leadership, excellence and integrity, their mission statement really had very little to do with how they actually operate, with how they actually built in the culture and the environment for their business. But look at your business, look at it what it is saying, if I want to have a statement, something that really speaks to the ethos, the DNA of who I am as a leader, as an expert in my industry and how I want my team and my clients to engage with our company, how do I want to inspire them? So take that mission statement, kind of ball it up, throw it away. What I want you to do is write a manifesto and the beauty of a manifesto is that it's tied in with something that seems to be more tied into the very depths of who we are. In a manifesto, it inspires, it can be a series... We believe statements, or it can be a poem, it could be some type of document that helps you say, "This is the guiding lens for how we see every conversation, every interaction, every opportunity with our clients, whether we say yes to something, or we say no to it, whether we say this is something we're going to pursue in the future or something, and we say this is worth living and breathing and dying and fighting for." That's what sets your lens because business and life is too short. Just work with anybody, just work with any opportunity, just to take any moment to say, "I guess we'll do that." A manifesto sets the right lens. (Transcript 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.
Hey, it's Jon Cook with Keynote Content, thank you so much for joining me today. As I talk with different coaches, speakers, industry experts, they're saying, "I have my website, I put it together but my traffic goes to all these different pages. Whether it's going to blog articles, whether it's going to a lead magnet, whether it's going to the about page, or services page. How do I make sure that [inaudible 00:00:22] coming into my website... Is there a preferred landing spot that I want them to go?" And I recommend putting together what I call a 'Start Here' page. And a 'Start Here' page gives you a smaller sandbox to be able to present, "Here's exactly what I want my audience, every website viewer... I would ideally like them to go to my 'Start Here' page to read about a few important details that strips away everything else that's good but maybe not as important for the first time viewer. For somebody coming to my website for the first time, how do I know I want them to read this exact section of content?" So, on a 'Start Here' page... I'm just going to put, 'Start Here' page. I recommend putting in what I call your ... this is your cornerstone content. Initial, we talk about is, who is this for? So, I like adding in like, "What is your unique value proposition?" So, your UVP. I recommend having that towards the top of your page on your homepage and then reinforcing it in a creatively redundant way on your 'Start Here' page. And how you can do that is saying, "We work with this people by doing this so they can that. And we do this and we are the only agency or firm or organization that focuses on these unique characteristics that make us different than these other competitors or other people in our industry." So, you start with a unique value proposition but then what I like to do is say, "We're not just saying, 'Here's the unique value proposition,'" but embed the exact core problem that you focus on with your services, with your content, whatever it might be. Focus on that exact problem and then raise or amplify the intensity of that problem. Make them know that you understand. On your 'Start Here' page, I also like to include a manifesto. And a manifesto, it doesn't have to be several thousand words, certainly not. In fact, the best manifestos that I've ever seen are ones that are about 150 to 200 words. So, aim for about 150 to 200 words for your manifesto. And it really focuses on what is your why? You're probably very familiar with [inaudible 00:02:23] start with why. But if you have a way to articulate that why, right off the bat for somebody coming to your website, they're not looking at your services page and they're not looking at your about page or all these other different pieces. But they're looking at, what is the exact info that is most relevant to me right now on this website right here? By putting in your why in your manifesto, what it does is it [inaudible 00:02:45] a lens for how they... You want them to see the rest of the content on your website because your why, yes, it's about what motivates you but in some sense it also says what is important to them. (Transcript 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.
Hey, it's Jon Cook with Keynote Content. Thank you so much for joining me today. While you're watching this, as you're listening to this, what I would love for you to do is hit the subscribe button. You can connect and catch up with content as I share it each week. And today, I want to talk about how to align your messaging, how to align the way that you talk about your services, your business, for the right prospects, for the optimal fit. Something I've found about four or five years ago. Really, I started to see these frustrations with different clients and they're saying, "Well, I'm getting business in, I'm getting projects, I'm getting companies who are connecting with me but I'm kind of miserable." I said, "Okay, tell me about the people that are making you the most miserable." And we started to see this pattern that the people that were making them the most miserable, even though they said, "Hey, I'm bringing in a fortune," but the fit wasn't right and they were miserable. They're saying, "It's scope creep, or it's just wrong personalities. Or they're just, frankly, they're just jerks and I don't want to work with them." And so I said, "Let's put more emphasis on the fit and how do we then align your messaging to attract those optimal prospects so you can know it's the right fit?" I'm going to walk you through a few different things today. But one thing I want you to keep in mind is fit beats fortune all day, every day. Fit beats fortune. It means that I would much rather have a lower number of clients that are coming in that are at maybe even the same income per project or per contractor engagement, same amount, but a low number of clients and say, "I feel more fulfilled. I'm happier. I get to work with amazing people." As opposed to saying, "Yeah, I have a flood of clients are coming in. Most of them are making me miserable, make my team miserable, making the fulfillment process just kind of a nightmare." Fit beats fortune. And you've seen a number of different studies. You've probably heard about a number of different times where people will say, "I would much rather take a salary of this amount and know that I can be fulfilled in my work, doing something I love as opposed to a salary that's twice as much or business that's twice as big and just feel miserable." Fit beats fortune. But as you say, how do we then align the messaging? The first thing I love saying is let's look at your unique value proposition or your UVP as it were. Unique value proposition. And from that, there's the more specific we are about who it is that you want to serve and how you do what you do and what you do, the more it's going to automatically connect with the people who are the best aligned with that already. And it's also going to allow people who are not aligned with that to find out, is that something that I want to pursue? Or do I self select myself away from that and find another service provider, another expert that might be a better fit for them? And the way I like to look at is going, fit is about serving your audience before they even become your clients. (Transcript 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.
Hey, it's Jon Cook with Keynote Content. I'm so excited to be sharing this idea with you today. I was talking with a client earlier this week about, you come up with an idea, you have a concept, you have a question, you have an Aha moment while you're working with your clients. You're putting together some content you say, "But, I don't know what to do with that idea. I know it's a great idea, but I don't know what type of content do I create off of the idea." What I wanted to talk to you about today is how do you find out what is the quality or the depth of an idea that matches the type of content you can create off of that idea? Because, not all ideas are created equal and not all ideas deserve the same level of attention for your audience from idea to idea. So, I want to share with you five different levels of content you can create based off the ideas so it's matching ideas with content levels. The first one that I have is just a status update. A simple status update. And, this could be same thing as like a Facebook post could be a Tweet. It could be any number of things like a Tweet. It could be a LinkedIn status. It could be Facebook post, not even a post but more like a question or something like that. A question, what it is, is it's intended to only have about a 20 to 30 second consumption. And, then from there to have people say, "Okay, give your thoughts, give your ideas inside the comment section we'll go from there." And, really starting a conversation. These are some of the best engagement starters for your audience. These are not intended for you to share long pieces of content. It's not a 20, 30, but it's asking a question or it's giving idea. And, most of the ideas that I came across, working with clients, I've worked with over 1100 different coaches and consultants over the last four or five years. And, from there, assigned most of the ideas that you come across are really just status updates, they're tweets. They're not intended to have you going on camera for five, 10, 20 minutes, whatever it might be. Or on your microphone, they're intended to be short, very much engagement driven. Too many of these short form or these status update questions get turned into blog articles, and that's not the intent of that. That idea is the right size to just a status update. Second one though, it's kind of a short form content. And, I would say a short form content really, it's less than five minutes. So, can you share this idea and really give it the value that it deserves in five minutes or less? And, a lot of these are articles. These are, in some instances, it is a true Facebook post where you go into depth and detail. It takes you about three to five minutes to truly read, consume. From a blog article standpoint, it is five to 600 words about that length of time. It's a short form concept, and it's not intended to be a full concept in that regard. I would say the ideal or the likely place for this is a true Facebook post and not just a status update or not just a question on Facebook or a poll, but it's an actual Facebook post. (Transcript 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.
Hey, it's Jon Cook with Keynote Content. And I want to talk to you today about probably the most undervalued page on your website. It's not your homepage, it's not your sales page, it's not your services pages, it's not even any of the pages about contact or lead generation. It is your about page. It is arguably the most underappreciated, undervalued and underutilized page on your website. So, I want to talk to you about how to make your about page, actually be a lead generation or a customer generating tool. So, first thing I want to start is, what does your about page... Really, who is it for? Your about page, first and foremost, is not about you. It is not about you. You might say, "Well then who's it about?" The about page is about how you can communicate the value of the interest, the perspective that you have for the potential reader. You don't write this for you to read it. That's called a diary. You write your about page or you create your about page so that other people can see, what is it that you are about that matters to me? What is your purpose? What is your passion? What is it from a credibility standpoint? So we're going to get into each of those, but what I want you to know, first and foremost, your about page is not about you, in the end goal. The end game is for somebody to read it and say, "I know what's important about you, that matters to me." So when we look at your about page from saying, what are the details you need to have on that about page? Why does somebody even come to your about page? You may not realize it, but your about page [inaudible 00:01:28], usually a website, one of the top pages from a traffic standpoint is your about page because people want to know, I don't want to do business with the brand or with some company that doesn't have a name and a face. I want to do it with a person who happens to represent that brand. People aren't doing business with your business because, Oh, you have a great logo or you have a great statement or you have great services, first and foremost, they want to know, are you somebody that I can trust? Are you somebody that I know that I can reach out to and say, I know that by looking at your credibility, that the person I'm connecting with can actually deliver on this promise that I'm reading on this website page. So, for your about page, putting a face with a brand name is also a big part of this. So, for your about page, it's amazing to me, to how many different businesses still don't have headshots on their brand page, on their about page. So, okay, if you're going to say, hey, this is the founder or the president, and this is all the team members listing it off, put faces with them, take nice headshots, just a nice, solid background, great smiling headshot. So people can say it doesn't matter what you look like. It just matters that they can tell what you look like, whether it's, oh, wears glasses or they look like me, or she looks like me, he looks like my brother, whomever it might be, what is they want to have some type of name recognition to go with the brand recognition... (Transcript 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.
Hey, it's Jon Cook with Keynote Content. Today, we're going to focus on a topic that I think is very unexpected, especially here in 2020 and coming into 2021. A lot of people were saying, "I want to start a blog. I want to write blog content for my audience." I'm going, "Wait a second, didn't the blogging go the way of the Dodo? We have videos. We have social media. We have Facebook groups. We have podcasting, all these different other forms of content. Where are people coming back to the written content?" As with many things in life, you start this pendulum swing, "Oh, my gosh." Blogging was so incredible from the mid, actually, late 90s into late 2000 and what not. And people are like, "Wait a second. Video is coming up." And now it's going to make this pendulum swing back to videos where it is. And they're like, "No, I want to start a podcast." And then it goes, "Wait a second. We have this inundation of all these videos and audio." Saying, "People taking the actual time to craft written content. How do I make sure that I get back in front of that curve when we do this pendulum swing back to written content?" Because it's easy to whip out your phone and shoot a quick video and say, "Yeah, that's great," whatnot. And it's off the cuff. It's not that well-prepared but saying, if I take the time to actually write great content on a consistent basis, from my brand perspective, from my brand voice and expertise, it shows that this is not just on a whim, but this has a lot more planning and intentionality behind it. So what I want to do with you today is I want to walk you through, here's how to create a better blog post, better blog content in a shorter period of time. Because did you know that the average blog post... Orbit Media did a survey. They found that the average blogger spends three hours and 57 minutes on one blog article or one blog post. That's insane from a period of time. For me, I do writing every day on a consistent basis. Over the last 10 years, I've written over 2200 blog articles for myself and for my clients. I'm here to tell you, you can create better blog content in a shorter period of time. And it's not that hard to cut down that prep time to create great quality blog content. Even if you're saying, "I'm crunched for time," or, "I may not even have the great ideas," or maybe even, "I hate writing," this is for you. So I'm going to walk you through. The first thing I want you to know is that you need to start with a big idea. So big idea is your first one, and that big idea is I want to help people know how to lose 10 pounds in two weeks. Even if you have no time, no exercise equipment, no, whatever it might be. Taken up all those objections, the big idea is I can help you lose 10 pounds in two weeks of healthy weight, even if you have all these things where you say it's not possible. There's no way that that can happen. I'm here to tell you, yes. So, that's one big idea. My big idea for this, show you how to create better blog content, even if you hate writing and do it in less time. So there are other different variances, but it's creating better blog content. That's my one big idea. (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.
Hey, it's Jon Cook with Keynote Content. Thanks so much for joining me today. One of the key challenges I hear from so many different speakers is, "Jon, I have an amazing speaking opportunity that I'd love to be a part of, but I don't want to send my speaking info because frankly my speaker bio sucks. It is boring, it is putting people to sleep just reading it. I need a better speaker bio." These aren't just new speakers who are just starting out. These are speakers who have been well-established, they are industry experts, they are ones who are saying, "I already have established that I have a best-selling book. I have clients, I can get results, my name is recognized," but for some reason there is this almost like, "I don't know how to talk about myself in my speaker bio. Either I sound like a narcissist or I feel like I'm underselling myself. Can you help me?" In fact, this is a couple years ago, I got a call from a New York Times best-selling author. He said, "Jon, your name was given to me as somebody to write my speaker bio. I have been staring at my screen, a blank page for the last hour writing things, deleting everything, writing, deleting and I am just frustrated and I saw your information, I want to reach out to you. Can you help me?" Yes. For the last four years, I've written over 800 different speaker bios, speaking bios for over 800 different speakers. Worked with them one on one, crafting the message, getting them on the right stages, helping them deliver their content, helping them put together their speaker bios or speaker promotion material. This is what I do. So I'm going to walk you through here's how to create a speaker bio that doesn't suck or put your audience to sleep. So there are two different types of speaking bios that I've put together. Initially what I recommend is putting together your feature-length, and your feature-length is about 170 to 200 words long. So I'm going to write it here, I'm writing on a whiteboard here, 170 to 200 words long for your feature-length bio, and then once you have that in place, then I'd like to trim that down to what I call your short-form bio. Your short-form is about 80 to 100 words and what you want to do is you want to make it so super easy for the person who is the decision-maker for an event, somebody who's like ... Whether it's a podcast host or whether it's an event planner, meeting planner, whoever it might be, for them to essentially copy, paste your bio right into the promotional material for their event. That way they don't have to rewrite it. They don't have to edit it. They don't have to change from first person to third person, whatever it might be. The way to do it is by writing your bio so they can just copy, paste. Now I might have just tipped my hand there a little bit. You're saying, "Okay, do I write in first-person or third-person?" I recommend for a speaking bio always writing in third person. Third-person gives it a little bit more of a professional take as far as like the content goes. So third person allows you to say, "Hey, Jon Cook is the founder of Keynote Content, he is the creator of the expert message method and a number one best-selling author," that gives you the chance... (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.
Hey, it's Jon Cook with Keynote Content. Today, we're going to talk about what are the ways to improve the quality of your online content, specifically as a speaker, as a coach, as a podcaster, YouTuber, or as some type of industry expert, whatever you're doing to put out great content in the world, how do you make sure that the quality that content continues to increase over time? So I'm going to give you six different tips, different ways I know to improve the quality of content, different ingredients to keep adding into your content. So people keep saying, "I've got to read your content. I've got to watch your video. I've got to listen to your podcast. I've got to read that blog," whatever it might be. These are ways to improve the quality of your content over time, actually over in a pretty short period of time, you can improve the quality of your content with these six different ingredients. So the first one I want to mention is just be yourself. And I'm going to start with this because there's a lot of pressure just to be a parrot. You know, you hear something online, you hear something from this favorite podcaster or from this favorite expert, this guru, whatever it might be. And you're like, "Oh my gosh, I love the way they say that." Then you take that and you start to almost talk like them or try to create videos like them and try to be somebody that you're not. And it sounds exhausting because it is exhausting. So I'm giving you permission, permission that you already have. This is me kind of writing out your permission slip as it were for you to be able to create content that's you. That has your flair, your personality. Even if it's weird, it's wacky, it's out there, whatever it might be, even if it's a bit nerdy, just be yourself. Take that deep breath, embrace the fact that you can create content in a unique, fresh way because your audience signed up to connect with you. Not to connect with that other person's content. If they want to connect with that other person's content, they can get on their list, but they didn't get on your list as far as you know, what they got on your list. And it's your responsibility to show up the way that they expect you to show up in a way they're going to look for your personality, for your perspective, your insight, the quirkiness, whatever it might be, just be yourself. So that's the first thing. (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.
Hey, it's Jon Cook with Keynote Content. Thanks for joining me again, as we look at the three lanes of buyers action, whether you are a coach who's selling a program, whether you are a course creator, who's selling a digital course or community, whether you have some type of done-for-you service, you have a workshop, you have training, something that you're selling online. Something that you have a prospective buyer that's looking at to purchase from you, you need to recognize that there are three distinct lanes for each buyer, each prospect that's coming to your sales page to connect with you, whether it's at a conference or whether it's connecting for a sales call, recognize that there are three speeds. And today, I want to walk you through what those three speeds are and how to carefully navigate each of those, so that you generate and you curate that interest over time so that they can purchase when they're ready. So, you have the pieces in place to make it an easier decision for them. So, as I walk you through, the first thing we need to recognize is that of these three lanes, 70%, as many as 70% of the leads coming to your website or connecting with you at a conference or through a call or some type of prospective interaction, as many as 70% of those leads are not ready to buy in the first 30 days. Databox just came out with a survey recently that talks about, of all the people that they surveyed, different types of digital marketing and different product presenters, whatnot, people who have a rather high ticket, thousand dollars plus type ticket that they want to offer their prospective buyers, saying that as many as 70% of the prospects coming to those websites, landing on those sales pages, were not ready to buy. And so, as we look at your prospects, the three lanes are fast, medium, slow. I know that's very groundbreaking, fast, medium, slow, but for this, I'm going to walk you through these three lanes and how you can nurture the interest for all three of these, in a way that makes sense for your business, with your timing. So, when people say, when they're ready to buy, you already know you've given them the best opportunity to understand, to get the objections of the way, to get their questions answered, to have that confidence in place that they know they're making the best decision with you and your business. So, the first one, fast lane, these are for prospects who are, the first 48 hours after connecting with you and your offer. It's not that they've just connected with you, but they've connected with your offer. They've heard your offer for the first time. They've landed on your sales page. They've seen you make that presentation, do that webinar, some type of breakout, whatever it might be, in the first 48 hours, these are the fast acting. And so, different people say, "Well, you can add in a ..." Like if you're doing an online course or some type of coaching program, you've probably heard the pitch, "Here's also a fast action bonus, for the first 15 people who sign up, here's what's also included." And that tends to create what we call a table rush or what we call that wave the card in the air, and the first 10 people can get back to my assistant at the table, she's the one sitting in the back, or he's the one sitting back there, that's my sales team, the first 10 people, you get this type of bonus added in. (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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