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 consultant. 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 actually 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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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.
What we've seen over the last several months is that there's been a big shift, a big disruption, of course, in the coaching and consulting industries because of COVID-19, because of this global pandemic. What I want to walk you through today is here are the ways to get online referrals and what are the best online sources for getting referrals, specifically as a coach or consultant here in 2020, and as we finish out this year and going into 2021, where the best place for you to find those referrals or the best places to hang out, to give value, to make sure that those are turning into actual lead generation sources for you with your coaching and consulting business. I'm going to give you four different ideas for today, but before we jump into this, you might say, "I don't know how any of this is set up. I don't even know what to do or where those places might be. I don't know, this whole COVID-19 has disrupted so much of my business, my industry." That's why you're here. Just you listening to this, watching this, wherever you might be, you're seeing that this is an opportunity for you to get the traction and then momentum that you need as a coach or consultant. Brush the dust off, pick yourself back up. Let's do this, okay? The first place that I know that you can get great referrals online is what I call your LinkedIn or Facebook groups. What I'm going to give you today is not necessarily content where you say, "Oh my gosh, this is groundbreaking," but it's saying for all the different options that are out there. You know these options, you probably know all four of these options I'm going to give you. What I'm doing is I'm narrowing down and saying I know these are the top four, instead of the top 25, 30, I could do this, this, this, posting, liking, sharing, tweeting. Oh my gosh, how do you make sure that you're narrowing in on the top three or four that you know will work? The first one here is LinkedIn or Facebook groups. LinkedIn has started to pour a ton of different emphasis on the actual group, the community aspect of LinkedIn. You don't just go on, you don't just have connections, but you go on and you jump into a small hub, a small conversation as part of a LinkedIn group. Facebook's been pushing groups for a couple of years now because they recognize that people don't just want to be in on a platform, they want to be connected. They want to be in a group that's continuing the conversations that matter to them about topics that are most important to their future, to their interest. Facebook groups are starting to get pretty well overrun, as far as they're fairly well saturated there, millions and millions of groups now, but LinkedIn still is fairly well on the early adoption side of LinkedIn groups. If you can find a LinkedIn group that's not necessarily tied just into your industry, but into your industry specifically tied to a problem that you solve. It's not just I'm going to join a coaches group, but maybe if I'm helping parents be able to figure out how to be better parenting or if I want to help people who want to get out of, I'm not joining necessarily a coaching group, but I'm joining a group of people who are getting rid of financial debt or getting financial freedom. I would join that group far more than just joining any other group about coaching. (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.
As we look at the landscape of marketing, a big question is “How do we make that transition to where our audience knows we are more engaged, more in tune with where they need us to be so we can serve them better than ever before?" Now, I read an article "The Ultimate Guide to Conversational Marketing (+Examples)" that came out yesterday on WPForms by Lisa Gennaro. I think that's how you pronounce her last name. So Lisa, my apologies if I somehow messed up the pronunciation of your last name. But it's an amazing article talking about conversational marketing. And this has been a concept that's been around for a couple years now that's really started to gain traction, because picture this idea of you are at a dinner table or at a party, a Thanksgiving dinner, or you're at a cocktail hour and you're talking with different people, and then they ask you three or four questions in a row and they don't give you a chance to respond. They just start talking, talking, talking, or they ask you a question and they give you just an explanation, all things concerned about that topic or about that idea. Then, you're going, "Well, wait a second. You didn't take the time to listen for my response. You just want to give me this information. You just want to give me all these amazing details and stories. That all could be great and interesting, but you didn't listen. You didn't pay attention to what I wanted to share with you about what's important to me to actually answer the question that you asked me in the first place." So it would be rude to interrupt with them giving you that answer and saying, "Oh, you do have interest in this. Well, let me tell you about this opportunity, about this trip." And you're going, "Well, wait a second." It seems like it's rushed. It seems like there's just this flow of information coming out and it doesn't really feel like a conversation. It would be a weird dinner party, right? It'd be a weird cocktail hour. And that's why there's this shift that's happening on the conversational marketing side, out of a more traditional inbound marketing. Think about traditional inbound marketing. Your traditional inbound marketing has where it's inbound, is typically blog articles, podcasts. It's all very content-based. It's giving great content out there. And it's amazing that content marketing is out there and it's giving people the answers they're looking for through the search engines, through Google. They're saying, "I'm looking for a podcast that talks about this," "I'm looking for a website that answers this question," or whatnot. And on the inbound side of things, it's saying people are inbound into your website based on what they found on Google or other search engines, through smart home devices, Alexa, Siri, whatever it might be. They're coming to your website and they want to know, "You have what I think is the answer to, but I want to know if this is the right answer, not just for this question, but for my question." (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.
After working with over 1,100 coaches and consultants and more than 800 speakers since 2016, one of the top challenges I hear is "How do I pick the right audience to serve?" How do I make sure that I connect with the right audience, I understand, that I even know that this is an audience that I'm excited to serve with my message?" So, giving you a little bit of context, for our team here with Keynote Content, we have our M3 Clarity Framework. We start with manifesto, market, message. Those are the three M's of the M3 clarity. Manifesto: What do you do? What makes you different? And why does it matter? What gets you out of bed in the morning, and what do you really want to say to the people that you want to serve? That's our second M which is market. This is the people that you really want to help with your message, that you know you can serve with your expertise. And then we talk about your message, and the expression of your message as the content that you want to give to the people inside your market. So let's focus on market, on audience, for today. When it comes to, whether you're a coach, whether you're an expert, you're a speaker, consultant, podcaster, whatever it might be, you might say, well, I could connect with this audience, or I could connect with this audience. Or even, maybe even in some situations, you might have a third audience where there's enough distinction between the three audiences that you say, this is the crowd that I think I want to serve, but I don't know because I have other options. So what I'm going to walk you through today, is what I call my Five P Method, where it goes, here are the five Ps that we're going to use to help you identify the right audience for you and how you can be able to best position and focus, just on that audience, with your message and your content moving forward. The first P that we start with, is what I call purpose. What is the greater purpose of you being able to serve that audience? What is the greatest purpose that you can deliver on? Saying, if I can connect, if I can get results for these people in this audience, what type of greater purpose does that add to the world, to history, to the universe, or whatever you want to say. So the first P with purpose, is saying, that's one of the more overlooked ones saying, well, I know I can do this because this is my expertise. Well, just because it's your expertise, doesn't necessarily mean that it adds a lot of purpose. But think beyond just what you can do with your expertise. If you can open up five more hours a week for your audience, what could that do for them, with their parenting, with their relationships, their friendships, their mental health, all these other different aspects. So purpose is not just about right here and now, but what's the end game with your purpose. So, that's the first piece. The second one is what I call passion. Very self-explanatory. Are you really fired up? Are you really excited about serving this audience? And how does that look in your everyday calendar, how does it look in your everyday conversations, the different ways that you talk about that audience, with the people around you. (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.
One of the biggest problems that I'm hearing from different people as we go through this COVID-19 crisis is that there's this question of, how do I overcome buyers' objections? I have an amazing offer or I think I have a good offer, but I'm not sure if it's the right offer for my audience. How do I know what my audience might potentially object to, and how do I then address that in my sales copy or my speaking presentation? Let's say you're on a webinar or on a summit, and you want to make an offer. How do you know that the different objections that your audience might have can be already addressed, so that it pre-qualifies and pushes through those objections or overcomes those objections, in a way that gives your potential buyers peace of mind, so they can make that decision with confidence? So the first thing I want you to do is think about, is it even the right solution? The right solution may not be as obvious. You might say, well, of course it's the right solution. I know my audience. I know that this is what they're looking for. Many times, the offer that you put out there needs to be tweaked just a little bit or given just a little bit of an adjustment. So you say I know it's the exact solution that they're looking for. Because for the audience that you might have, saying, that is their solution, but is it truly understanding the problem? It might be an amazing solution, but it might be off just a little bit on understanding what the exact problem is. By getting to understand the exact problem first, then you can create the solution. Don't create the solution first and then retrofit it to a problem. Because that might be a force fit on the solution to that problem. Identify the exact problem first, and then go and identify then, here is the perfect solution for that exact problem. So the right solution is key, but then you also say, are you the right person? And you might say, well, what makes me the right person? I'm already connected with my audience. How do they know that you are the expert to give them the answers they're looking for with that solution? It might be the right solution. Let's say it's helping with weight loss or helping with wellness. But if you look out of shape or if you look like you're not showing up as a professional, they might say, how do I know? I'm not convinced that you're the right expert for this. So the right person, proving that you have the pedigree, that you have the results that says I can get you the results you're looking for with this solution, because I have this as my background. Right solution, right person. And then you also say, what is the right timing? This is key right now, especially as we're going through this COVID-19 crisis. There are so many people that I've come across where they say, hey, all of a sudden I started getting some negative comments on my ads. What's going on? (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
So much of our audience involves coaches and consultants, people who are trainers or experts that speak into these different businesses, that speak into these different conversations. And during this COVID-19 crisis, it also has kind of kickstarted this recession, at least here in the United States. And so what I'd like to do is I like to share with you, here are a couple of ways I know how to monetize your expertise as a coach or as a consultant during a global recession or during a difficult time or a downturn in the economy. The first thing that I recommend that you do is I recommend you set up a calendar with a payment link. Calendly has a great option that you can set up, and you can set up with Stripe. You can set up with PayPal as well. It's something where you just have a couple of different ways that people can book a time with you, 30 minutes, 50 minutes. They can hop on a call with you via Zoom or via phone and connect and get the insight that they need from you on the coaching or consulting space. Start with that Calendly, AppointmentCore, or Acuity. I believe there are a lot of different integrations to integrate payment opportunities with that scheduling link.  But then block out some times, like 1:00 to 5:00 PM or 9:00 to noon, whatever it might be, block out certain times, but don't necessarily block out the entire day. Create some scarcity in your calendar so that it's not just this open season, anybody can book a time any time, 7:00 AM, 7:00 PM. You don't want that. Start with that calendar, include a payment link. And then if you want to do this, you can include what I call a vanity URL. You can go to bitly.com, I'll write that in here, Bitly, B-I-T-L-Y.com, and that allows you to put in the link to your calendar, and you can say bit.ly/coachingcall or consultant call or on-demand coaching, whatever it might be.  By including that link in, it's easier for you to share that where you don't say, "Okay, what is the link to my calendar?" You can just use a Bitly link and just keep reusing that again and again. That's the first thing you need to do. The second thing that I recommend that you do is I recommend that if there's an opportunity, you can record your coaching or consulting calls with... Do a video recording or even audio recording. Record the calls. You might say, "Well, I'm in a situation where they're asking me about sensitive intellectual property, or maybe if it's more personal, they may not want to have that fully disclosed." What you can do is you can grab excerpts from the call.  You don't necessarily have to broadcast the entire call by recording it. You can record calls using Zoom, and Zoom has an amazing feature.  And you say, "Well, I have set up Zoom, but I don't know if I'm ready to pay for Zoom right now." Well, Zoom has I believe a 40 or 50 minute, then just offer a 30-minute call and you can record that. That's a great opportunity there. By recording those calls, it means that you have content then that you can be able to piecemeal out using whether you want to use a full call, if that's okay, or you can use even like a one to two-minute snippet from that conversation. (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 here with Keynote Content. So great to be able to connect with you and talk through a topic that I think is very important for a lot of different businesses, a lot of different people. Whether you're a speaker, coach, an expert, you're a thought leader, you're a trainer, you're hearing, “You've got to pivot! You've got to pivot, pivot, pivot!” and I'm here to tell you that before you pivot there are some important details you need to have in mind, especially when it comes to your messaging. Today I'm going to walk you through a couple of different details to help you pivot with your message the right way, clearly and effectively. The first thing is, instead of just pivoting, what I want you to do is I want to start with knowing your why. This is something that can hold to any type of season, any type of economy, any type of situation, or industry, whatever it might be, is going this is why you do what you do. This is what gets you fired up. This is what gets you excited. This is what gets you being able to get out of bed in the morning, make sure that this is why I'm making a difference in the world around me, and so knowing your why is a huge part. If you don't know your why, take half a day, take an hour, whatever it might be, and think about what am I most excited about? What do I really want to do with my life? What do I really want to share with the world around me that I know is my gifting, or this is my calling, and how can I make a difference in a meaningful way? Knowing your why is a huge place to start. The second thing I want you to do is know your audience. Know your who, as it were. Know the people that you really want to serve, and you might say, "Gosh, I don't really know my audience. I don't really know who it is I want to serve and what makes them tick, and what are the challenges, what are the problems." Well, you can head to workwithjoncook.com, fill an application, we'll hop on a call, we'll talk about your audience, we'll talk about your why, talk about what is it that you want to share with the world around you, and what makes you different. Once you know your why and you know your audience, that might have changed in the last several weeks, especially as we go through this COVID-19 pandemic, and the economy changing, you might say, "The people that I really want to serve ..." whether it's like ... Let's say it's in person events. I was just talking with a guy who's a good friend of mine, Cody, his wife Christy is an event planner for live events, and her entire business vaporized over the last couple of weeks. She has no events really planned for the next several months, and who knows when live events might come back, and so the pivot of that sort of going ... She could switch to online events. It’s still event planning, right? And if it's event planning, what does that even look like for her business? Your why probably hasn't changed, your audience may has changed because your audience context might've changed, their environment. They're not onsite or they're not in person or this economy has entirely shut down, whether it's entertainment, whether it's the hospitality space, whatever it might be... (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 1100 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.
All signs seem to point towards some type of economic downturn, if not a full recession in the U.S. and across many parts of the world. One of the biggest questions I keep hearing from different clients is, “What’s the best type of lead magnet to create during a recession?” More specifically, how do I stay on the forefront of different people inside my target market so that I can help connect with people, keep my business going, and keep growing and thriving even during a recession? Is it even possible?” And I would say yes, it absolutely is. So what I want to walk through today for you is: What are the characteristics of a good lead magnet? Spoiler alert: most lead magnets are terrible because they’re jam-packed with faux-value (fake value) and only seem like they’re valuable. What are the best types of lead magnets to create during a recession so you can help serve more people and generate more leads for your business? I’m going to show you five different types of lead magnets. What Are the Characteristics of a Great Lead Magnet? For the sake of refresher or in case you’re unfamiliar with the term “lead magnets”, the name is self-explanatory. A lead magnet is supposed to magnetize or attract different prospects or leads into your business, so you can start a conversation, give value in advance, and then, guide them toward the right solution for them. A great lead magnet needs to have at least three different characteristics. It needs to be focused. What is the specific, exact problem you want your ideal prospect to solve by using your lead magnet? One of the biggest problems I see with most lead magnets is that they try to do too much for the user. Don’t try to take the user from A-to-Z with your lead magnet — focus on taking them from A-to-B. It’s about getting the quick win instead of aiming for the moon. And that leads to the second characteristic: fast. What is the exact problem that your lead magnet can solve in the next eight to 10 minutes? It’s ideally designed specifically for your perfect prospect to consume in 10, maybe 15 minutes, or at least in one sitting. In 10 minutes, they need to get an exact result for their business, relationship, parenting, mindset, finances, whatever area you’re focusing on with your lead magnet. Your lead magnet needs to get your audience the result they’re looking for as quickly as possible. Lastly but just as important as the first two characteristics, I also want to make sure that it is foolproof. Great lead magnets are focused, fast, and foolproof. Foolproof means that you can give this resource to your ideal prospect and it would be much harder not to implement the resource that it would be to be successful with it. Great lead magnets often have a step-by-step process guiding the user to success. Your ideal prospect needs to believe, “I feel like I could do this in my sleep.” When your lead magnet is focused, fast, and foolproof, it’s guaranteed to serve your audience better, especially during a time when your audience is craving results from you. (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 1100 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 here with Keynote Content. I'm so excited to join with you today. As we're going through this COVID-19 crisis, hopefully looking like we're at the tail end of that or at least towards a bit of a downturn, so that's great as far as the number of cases. Continue to stay home, stay safe, wash your hands, and have hope and love and share that with the world around you. I wanted to connect with you today to give you an idea of how to create content right now that addresses the different questions and concerns that your audience has. One of the best ways for us to serve our audiences right now is create content that specifically addresses the different questions that your audience might have. What I want you to do is think about the content as each piece of content comes out from you, what question, concern, problem, fear, uncertainty are you addressing with that specific piece of content? For today, I'm going to give you a couple of ideas how to create content that speaks to those questions. Before we really jump into this, if you're saying, "Jon, I have so much uncertainty with my question, with my message. I'm not used to having an online audience. I'm used to being in-person, speaking at events, coaching, consulting, whatever it might be." If that's you, if you're saying, "I need help getting my message out to an online audience to focus on serving people, digital products, digital content that's getting out there and connecting with your crowd," you can go to workwithjoncook.com. Fill out an application - it doesn't cost you a dime to do that. We can hop on a call after filling out your application, talk about your message, talk about your business, talk about where you're at, and then create a couple of different action steps that you can follow and implement right away to get the results that you need with your message. When you create this content, what I love looking for is saying, "Where are you getting your research?" I like going to a few different websites. I recommend going to AnswerThePublic.com or you can go to BuzzSumo or you can go to SEMrush. Those are a couple of great different places you can go to search for the different pieces of content, different questions that your audience is looking for, so you can start out with questions like, "What's the best way?" Or, you can start with questions that are like "How do I..." Just those two formats of questions, what's the best way to answer the blank? How to finish that is according to your questions, your problems, your industry, your target audience, we call it your target market, what are they really looking for from you? What's the best way to do blank or how do I blank? Start with that research. Again, you're going to BuzzSumo, SEMrush. You can go to Google, just Google and let that Google auto-complete finish off the rest of your query saying, "What's the best way to lose weight during a crisis or during a breakup, during a new shift in parenting, new season of parenting?" Whatever it might be. Whatever your area of emphasis is, you can fill in the blank there using Google auto-complete. It gives you a lot of different ideas. (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 1100 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.
What's the best way to use podcasts to reach my audience in 2020 and especially as we're going through this COVID-19 crisis? Hopefully, you're staying safe, you're staying strong and you're being able to stay focused with growing your audience and being able to help more people. And one of the best ways that people are found, especially if you're a speaker, a coach, a consultant, you know the power of using podcasts. But you're saying, "How do I really use podcasts the best way so I can connect my audience, grow my business and continue making a meaningful impact?” So what I want to do is I want to walk you through a few different ways that I know of how to use podcasts to grow your business, especially here in 2020 as we continue on through the rest of this year and into 2021. Now, before we go too far, what I want you to know is that I don't think everybody should have their own podcast. Because I think it's maybe not the right fit for you from an audience standpoint or from a time standpoint or from a different way, but you can still use podcasts to continue to grow your message. So before we jump into this, you're saying, "Jon, I want to get better results for my message. I need more clarity. I need a way of how to be able to connect to the people that I want to serve. How do I do that?" You can go to workwithjoncook.com and you can apply the application. The application takes $0.00 to fill out the application. It just takes a little bit of time, about five, 10 minutes, and then we hop on a call and we can talk about your message, your business, where you want to go with your audience, how you can best serve them through the rest of this year and on into the future. So you can go to workwithjoncook.com, fill out the application and we'll go from there. So for today, what I wanted to show you is that for podcasting, all these different people are saying like, "Oh my gosh, since the whole crowd is home now around the world. So many people are home now, the live events are not happening. Let's do a podcast." A podcast is a great way to get your message out there. And you might be thinking of, "Gosh, I can start my own podcast. This is a great time. I need a microphone. Or I can just use my phone, be able to record the audio." But what I want to caution you against is not everyone is set up to record a great podcast. And you might think once you get into podcasts, you might say, "I'm six, seven and eight episodes in and I hate it. I don't want to do a podcast." Guess what? You don't have to do your own podcast. What you can do is you can say, "How do I leverage other people's podcasts, be able to serve the same number of people without me having to be the one doing all the audio, editing, the recording, scheduling the guests, what-not." You can help serve so many more people by taking the same time you would with building out your own podcast and take that time and dedicate it towards serving on other people's podcasts. --- 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 1100 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 here with Keynote Content. I want to say thank you so much for connecting with me today. Thank you for taking the time, especially with so much going on in the world, so many different things going on. As different people have reached out to us, whether they're speakers, coaches, consultants, podcasters, YouTubers, they're saying, "I feel like especially with this COVID-19, that there is this chance for me to be able to serve a lot of people. How do I get my message out there? How do I make sure that I'm connecting with the crowd that I want to serve?" But the reality is, I'm also looking at what business has done, what economies around the world are doing with so many families, so many different countries are affected. Virtually, every country in the world is affected right now by this COVID-19 crisis. So I'm saying if that's you, if you're saying, "Gosh, I'm part of that economy, I'm seeing the effect it's having on businesses and I want to know how do I keep connecting with the people I want to serve, how I keep making sure that I'm serving people with my message?" So as I'm looking at today, I've reached out to our list and said, "How do I make sure I'm giving you the content that you're looking for so that you can face whatever that challenge is?" It may be where they're saying, "Hey, I'm now online. I haven't really had to focus on online before, how do I create great content online?" To also people saying, "No, I've been online, but I also need to generate sales faster, I need to generate more sales to keep my business going and serving more people," or you're saying, the third option I gave is like, "No, I'm busier than ever, how do I keep creating great content to connect and serve with my crowd?" So getting the curation of 1,800 people on our list. We've received dozens and dozens of replies from people are saying, "I know this is what I'm looking for." The option that people are saying over and over again this thing, "I need to generate more sales, I need to be able to serve more people and keep my business going. How do I do that?" Especially for speakers who are saying, "I'm used to getting a speaking fee, but now that these couple events are canceled, I don't have that speaking fee. How do I transition online, focus on an online only audience right now and keep my business going, especially as a speaker, as a coach, as a consultant during this time?" So, I want to share with you a couple of ideas that I've seen working very well and what's worked for a couple of our clients. So, this first one is that I call it a "Pay what you want." idea. With this "Pay what you want", it gives you a chance to offer what you have for digital content, a product, a course, whatever it might be, a book. "Pay what you want" allows you to say put in that information and they can enter in ... basically, they fill in the blank for whatever it is that they want to pay for the purchase price. You can do that through ClickFunnels, you can do it through a few other different ways where you can be able to have your information entered in so somebody can say, "Here's what I can pay right now." Great. The whole point is that I'm getting a product out there that I know can help people, while also being able to keep my business going, if you're in the situation, keeping your business going..." -- 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 1100 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.
Caleb Breakey is the founder of Speak It To Book and Sermon To Book, the premier ghostwriting agencies for faith-filled influencers and thought leaders. He was an ECPA Award finalist and the winner of the prestigious Genesis Contest for fiction writers. Caleb writes in the beautiful Pacific Northwest alongside his wife, Brittney, enjoying visits from two mischievous mini huskies and a smiley Shiba Inu. Caleb joins Copy & Content host Jon Cook to talk through how faith-centered thought leaders can best follow their calling to create and share their books for the greater good. Do you like what you heard on Copy & Content? Subscribe, share, and review the Copy & Content Podcast on Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you found this episode.  Takeaways: Pastors create a significant amount of content on a weekly basis - it’s often a question of what to edit out than what needs writing. Sermons need to be touching lives, not collecting dust. Marketing reminds us relationships are everything. Never value profit over people. Self-publishing was the only book publishing segment that generated a profit in 2018. Books are a fantastic Swiss Army knife of marketing. Resource List: ReadItfor.Me Connect with Caleb and his team by visiting www.speakittobook.com. Episode Production Credits: Audio Engineering: Andrew Wester, AW Audio Engineering (awaudioengineering.com) Intro and Outro Voiceover Talent: Kelli Myers Background Music: Inspiring Happiness by Premium TraX
Show Notes Kri Edholm is the owner of Leadership Excursion Company, founder of Spark Women's Retreat, and the featured host of the Leadership Looks Like podcast. Kri served as an EMT and senior mountain rescue volunteer with the Las Vegas Metropolitan Police Department Search and Rescue Unit. Over the course of her career, Kri was on call 24/7/365 and participated in hundreds of training and rescue missions in Southern Nevada, Southern Utah, and Arizona. She now leads teams of high-level female business leaders to escape their comfort zone and immerse in an outdoor experience to better develop as a rising thought leader. Do you like what you heard on Copy & Content? Subscribe, share, and review the Copy & Content Podcast on Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you found this episode.  Takeaways: If you want to grow as a leader, you need to get out of your comfort zone. Your audience needs you to be vulnerable before you can expect their trust. Stay true to your authenticity. Resource List: Tribe of Mentors: Short Life Advice from the Best in the World by Tim Ferriss Crucial Conversations Tools for Talking When Stakes Are High by Kerry Patterson Connect with Kri by visiting leadershipexcursion.co. Episode Production Credits: Audio Engineering: Andrew Wester, AW Audio Engineering (awaudioengineering.com) Intro and Outro Voiceover Talent: Kelli Myers Background Music: Inspiring Happiness by Premium TraX
Seth Silvers started his first nonprofit at age 16 and was immediately hooked on the power of storytelling. His work with Story On empowers rising thought leaders to grow their marketing through the science and craft of great storytelling. Seth joins Copy & Content host Jon Cook on this week’s episode to talk about the nuances of telling a consistent brand story. Do you like what you heard on Copy & Content? Subscribe, share, and review the Copy & Content Podcast on Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you found this episode.  Takeaways: It’s more important for us as rising thought leaders to show up with new content on a consistent basis than to try to create more content at an unpredictable rate. Consistency in your brand story means focusing on the core stories or memories in your business that you believe are most interesting to your audience. When it comes to the Hero’s Journey for your audience, you are not the hero; your audience is the hero, and you are the guide on your audience. Resource List: The Hero With a Thousand Faces by Joseph Campbell Sales Funnel Radio The Angie Lee Show hosted by Angie Lee (angielee.com) Are you interested in crafting a better story? Connect with Seth by visiting www.storyon.co. Episode Production Credits: Audio Engineering: Andrew Wester, AW Audio Engineering (awaudioengineering.com) Intro and Outro Voiceover Talent: Kelli Myers Background Music: Inspiring Happiness by Premium TraX
Benita Samuels is the founder of Benita Samuels Marketing and Communications. She combines years of experience across B2B, B2C, and non-for-profit marketing at traditional agencies with fresh thinking in the craft of marketing. Benita grew her skills in marketing for Nestle, Tyson Foods, Centrum Vitamins, and Chapstick and worked with high-profile companies such as Disney, Nickelodeon, and Warner Bros. She has also worked with a broad range of artists and celebrities including Mark Wahlberg, Billy Joel, Cindy Crawford, Kermit the Frog, and U2 among others. Benita found her ultimate place in helping thought leaders shift their perception of marketing to using LinkedIn as a marketing tool. Without a doubt, Benita is one of the most prestigious guests to join Jon Cook on Copy & Content so far. Do you like what you heard on Copy & Content? Subscribe, share, and review the Copy & Content Podcast on Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you found this episode.  Takeaways: LinkedIn is one of the most underused resources for rising thought leaders to grow their voice. LinkedIn is not your digital resume; it’s the next extension of your brand. Not every content channel is a great fit for every brand. Show your perspective by engaging in conversations, not just comments, on LinkedIn. Resource List: Learn more about the power of LinkedIn by connecting with Benita Samuels at benitasamuels.com or on LinkedIn at linkedin.com/in/benita-samuels. Episode Production Credits: Audio Engineering: Andrew Wester, AW Audio Engineering (awaudioengineering.com) Intro and Outro Voiceover Talent: Kelli Myers Background Music: Inspiring Happiness by Premium TraX
Bryce Anderson is the Vice President of Business Development for Lightswitch Video. He studied film production and helped lead thousands of video productions across the U.S. and beyond over the past four years. Bryce shares his video savvy-expertise and practical tips for using video to grow your brand and share your message in 2019 and beyond on this week’s episode of the Copy & Content Podcast with Jon Cook. Do you like what you heard on Copy & Content? Subscribe, share, and review the Copy & Content Podcast on Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you found this episode.  Takeaways: YouTube stars are the new celebrities. Everyone is becoming a video producer to some degree or another. The quality of your video is easier to forgive if you have a great message that cuts through any deficit in quality. Published videos get more plays than videos stuck in your draft folder. It may seem like a Captain Obvious statement, and yet, it’s likely you have an idea or even a recorded video you haven’t published yet because you’re stuck in perfection mode. Using quality audio is one of the best ways to improve your overall video quality. Another one of the best investments you can make with video is better understanding the equipment you already have. Having a video on your website makes you 52 times more likely to show up higher on Google. Great video isn’t about being perfect; it’s about showing the parts of your business and life that are relatable to your viewers. Resource List: Connect with Bryce and his team at Lightswitch Video by visiting lightswitch.com. Episode Production Credits: Audio Engineering: Andrew Wester, AW Audio Engineering (awaudioengineering.com) Intro and Outro Voiceover Talent: Kelli Myers Background Music: Inspiring Happiness by Premium TraX
Monica Miller is a Content Strategist and Writing Coach for Business Coaches who want to stand out from the crowd, speak their truth, and bring in new leads while creating the business they desire. After crafting and writing over 200+ blog post, she helps her clients stand out from the crowd by unleashing their brilliance into the world in a powerful and unique way, all through content creation and strategy. Monica lives in Cheyenne, Wyoming, with her husband and son, Anthony. She is an Author of three books, International Speaker and Writer who lived and traveled all around Europe. Now she fills her days by chasing down her son, drinking coffee, reading fantasy, and traveling with her family. Monica joins Copy & Content host Jon Cook to talk ‘all things content’ for this episode. Do you like what you heard on Copy & Content? Subscribe, share, and review the Copy & Content Podcast on Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you found this episode. Takeaways: Craft your brilliance because YOU are unique. No one can say what you can the way you can. You need to embody your client avatar. Always have a content schedule. Whatever type of content you decide to create, be consistent. The style of content that connects best in 2019 will tend to be more empowering and vulnerable. Share all of your story, even the embarrassing, uncomfortable parts. Resource List: Claim Your Power: A 40-Day Journey to Dissolve the Hidden Blocks That Keep You Stuck and Finally Thrive In Your Life’s Unique Purpose by Mastin Kipp Girl, Wash Your Face by Rachel Hollis Start a conversation with Monica by visiting monicawrites.com. Episode Production Credits: Audio Engineering: Andrew Wester, AW Audio Engineering (awaudioengineering.com) Intro and Outro Voiceover Talent: Kelli Myers Background Music: Inspiring Happiness by Premium TraX
With a new year comes a chance to transform how you think about and see yourself. Dr. Chris Zaino is a world-renowned speaker, author, entrepreneur, and HERO. After winning Mr. America in 1998 and being a leader in the fitness industry, he found himself defying a deadly disease in his late 20's. Dr. Zaino leveraged his experience to establish one of the largest health and wellness clinics in the world, seeing thousands of patients per week (yes, per week), teaching mindset and health principles that have allowed thousands of people to finally receive results where other health and medical systems failed them in the past. His message is set to reach hundreds of thousands this year via his social media platforms, and to allow those sleepwalking through life, to awaken. In doing so, each one becomes a Hero, maximizing their dreams and influence, so they can help serve and wake up others at an even higher level. Together each of us can rise to our full Hero potential! Dr. Zaino joins Copy & Content host Jon Cook to talk about how speakers, coaches, and consultants can change their mindset heading into 2019. Do you like what you heard on Copy & Content? Subscribe, share, and review the Copy & Content Podcast on Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you found this episode.  Takeaways: + You are worthy of living a heroic life for the good of others. + Choose your vehicle of influence for 2019 and go ALL IN! + We’re the only species on earth that can wake up tomorrow, tear up the script our lives are following, and start writing a new story. + Focus on your uniqueness, never on your sameness. + Embrace your hero mindset. + Self-awareness leads to self-love. Resource List: + The Compound Effect by Darren Hardy + Unleash the hero within and start living a heroic life by connecting with Dr. Zaino at drzaino.com. Episode Production Credits: + Audio Engineering: Andrew Wester, AW Audio Engineering (awaudioengineering.com) + Intro and Outro Voiceover Talent: Kelli Myers + Background Music: Inspiring Happiness by Premium TraX
What if the most overlooked advantage in your business is your brand story? Marc Gutman is the founder and lead storyteller at WILDSTORY. Marc is a former screenwriter working with Disney, Warner Bros., Fox, and Oliver Stone. He pivoted that season of life with the silver screen into a brand story-focused adventure. Marc and his team now help brands of all backgrounds build powerful, authentic conversations that change the way people feel about you and your brand. Do you like what you heard on Copy & Content? Subscribe, share, and review the Copy & Content Podcast on Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you found this episode.  Takeaways: Our stories help us tribe together with brands, products, and causes worth supporting. By telling your customers who you are, you’re telling them who they are as well. Two questions to raise the quality of your brand story: 1) what’s the story you can’t stop thinking about?, and 2) What’s the story you don’t really want to tell? Storytelling builds empathy. Resource List: Resonate: Present Visual Stories that Transform Audiences by Nancy Duarte The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark and Carol S. Pearson Invisible Ink: A Practical Guide to Building Stories that Resonate by Brian McDonald Influence: The Psychology of Persuasion, Revised Edition by Robert Cialdini The Dream Society: The Coming Shift from Information to Imagination by Rolf Jensen See what Marc and his crew at WILDSTORY are up to by visiting wildstory.com. Episode Production Credits: Audio Engineering: Andrew Wester, AW Audio Engineering (awaudioengineering.com) Intro and Outro Voiceover Talent: Kelli Myers Background Music: Inspiring Happiness by Premium TraX
Kyle Gray is a story artisan and bestselling author who helps businesses grow with storytelling and content marketing. He has helped hundreds of companies create scalable content marketing strategies. His book "The Story Engine" outlines his process for making content marketing and brand storytelling easy and effective. Kyle has worked with many well-known brands and businesses like AdEspresso, Advance Your Reach, WP Curve and Self-Publishing School. Kyle joins Copy & Content host Jon Cook to share about how speakers can best prepare for upcoming TED Talks and craft a powerful message to share. Do you like what you heard on Copy & Content? Subscribe, share, and review the Copy & Content Podcast on Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you found this episode. Takeaways: + No matter your business, background, or industry, you need to have a written marketing strategy. + Your story isn’t about you; it’s about your audience. Where is your audience right now and how can you help them take the next right step? + Revisit your marketing strategy at least once every six months. + Being different is better than being better. Resource List: + Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller + Breakthrough Advertising by Eugene M. Schwartz + The Story Engine: An Entrepreneur's Guide to Content Strategy and Brand Storytelling Without Spending All Day Writing by Kyle Gray + Connect with Kyle and learn more about his work by visiting thestoryengine.co. Episode Production Credits: + Audio Engineering: Andrew Wester, AW Audio Engineering (awaudioengineering.com) + Intro and Outro Voiceover Talent: Kelli Myers + Background Music: Inspiring Happiness by Premium TraX
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