When the phone started ringing, I wasn’t sure what to believe. Sure, I told them to call but already? Honestly, I was in a bit of disbelief.

Back in my photo coach days, I offered one-on-one coaching to help people work through specific problems. And I know a lot of people needed it because they’d pull me aside after a workshop and pepper me with questions. I created a product that would help them get just that, but nobody was buying it. I had a few bookings here or there, but nothing consistent with the need I thought I saw.

So on a whim, I created this video — why they called. I told the story of three different people who had booked me, why they called (the problem), and how we resolved it. I sent it out as a promo, and by the end of the day, four people called and booked. I continued that campaign and increased to a steady stream of one-on-one clients. 

How do you create content that motivates your ideal customer to pick up the phone and call you? To take action on your promotion. To refer you to their friends and families? You create a content strategy — based on three elements:

• Be helpful.
• Wrap your helpfulness in stories.
• Keep your stories focused on the outcome you want.

Listen to the podcast.