Stop right here for a moment!
Watch me first, I'm short, but important.
Building Your Content Machine To Turn
Followers Into Paying Clients
INTENTION:
To show you how to create a conversion-focused content plan designed
to convert followers into paying clients.
There is a BIG difference between creating "good" content and creating
content designed to convert followers into paying clients.
Strategic sales content is powerful. A single post can drive thousands or even
hundreds of thousands of dollars in online sales.
So in today's lesson, I will reveal to you exactly what I've done over the years
to drive sales in our businesses.
REMINDER:
"Messaging is both WHAT you say
and HOW you say it"
Be Intentional Build a Machine
Sales-Driven Content
That CONVERTS
Shifting Perspectives More WHAT, Less HOW
Building Connection
REMINDER:
Authenticity is #1…
The key to success is speaking YOUR
authentic message in your content in a way
that speaks to your ideal clients deepest
pains & desires. STOP being a “carbon copy”
and be YOU. This is also the power of your
Domino Belief statement.
REMINDER:
Be in a POLARIZED state…
Your vibrational energy is vital for your
success. Ever wonder why 2 people can post
the exact same content and one person gets
amazing results while the other doesn’t?
REMINDER:
Your messaging in your content stems
from your avatar's pains & desires
Step 1:
Learn the DIFFERENT
TYPES OF CONTENT
Connection Content Influence Content Coach Content
This is content you know your avatar will This content is where you become
This content includes "WHAT TO
rally behind. This is where you stand up for the In Demand Coach to your
DO/How To" and other forms of
what you believe in. This content reinforces avatar. You can shift their false
educational content. This will
the beliefs, identity and values you share as beliefs, break their objections, and
stem from your unique solution
it relates to your business. discredit their mistakes.
Unlimited Content Matrix™
Stand Out Messaging Connection Content Influence Content
Connection Live Influence live
ATTRACT
CONVERT
Their Problem
or Struggle
Hero & Villain
(Stand for &
Strategic Rant ** Shift beliefs post **
Against)
Storytelling post Strategic Value post
Personal / Lifestyle Post Short punchy post **
Question / Recommendation raise hands post **
Their
Transformation
or Outcome
Your 2-4
Attraction Fun
Pillars
Unique Solution Coach Content Results Content
Strategic live ** show proof post **
how to post client interview
The Biggest
Mistakes ask me anything Case study storytelling
Endorsements
Common
Objections /
False Beliefs
Authority
Connect • Sales Driven Content 50% / 25 % / 25 %
Unlimited Content Matrix™
Stand Out Messaging Connection Content Influence Content
ATTRACT
CONVERT
Their Problem Hero & Villain
or Struggle (Stand for &
Against)
Their
Transformation Your 2-4
or Outcome Attraction
Pillars
Unique Solution
Coach Content Results Content
The Biggest
Mistakes
Common
Objections /
False Beliefs
Connect • Sales Driven Content
Step 2:
Map out your
sales-driven content
calendar
Demand Creation Blueprint - How I come up with themes/hooks
Step 1: Write down pains/desires of avatar Step 2: Create a free resource around that pain/desire Step 3: Create a hook to attract your avatar
Losing fat Monthly
during summer
Sales-Driven Content Map™ Theme
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Connection Raise Hands Influence Coach Show Proof Connection Engagement
Eat Right
Connect • Sales Driven Content
Losing fat Monthly
during summer
Sales-Driven Content Map™ Theme
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Eat Right
Rant Live Raise Hands*
Influence Live Strategic Live* Show Proof Engagement
(Connection (eat right
(Coach Content) (question)
Content) guide)
Storytelling Raise Hands*
Workouts
Fat Loss
Post (Jason's sample Short Punchy Strategic Live* Case Study
(Connection fat loss (Coach Content) Story
Content) workout)
weight loss
Raise Hands*
Traveling
Influence Engagement
Show Proof (travel fat loss
(shift beliefs) (fun)
cheatsheet)
Belly Fat
Live Training:
Losing
Raise Hands* Anticipation Replay Post
How to lose the
(for training) Post
Belly*
(FOMO)*
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Monthly
Sales-Driven Content Map™ Theme
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
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Engagement Building Hack
Create Super Fans...
Strategic community growth IS what builds
engagement. Use the Comment Maximizer
formula (connect, comment, convo) to build
relationships with every follower.
Keys to Success
The principles to effective content
1. Know your avatar's needs & wants
2. Always use a hook
3. Be specific
4. Always have a CTA (even if its a question)
The Steps
Step 1: Study the different types of content
Step 2: Choose a Monthly Theme (can break into weekly themes as well)
Step 3: Choose a Strategic Live Formula
Step 4: Map out the types of content you want to create throughout the month
around the formula
Step 5: Time block when you’ll create content / or write details for your post as
you get Inspiration
Step 6: Schedule a time to fill out your calendar before each month begins
Monthly
Sales-Driven Content Map™ Theme
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Connect • Sales Driven Content
The Sales Driven Content Machine™
Raise Strategic Have Book New
Sales Call Client
Hands Live Convo Signed
Conversion-Focused C5 Framework People who raise Make 3-4 offers
Content their hands a day (minimum)
Strategic Live
CTA's Formula New - Lives/Stories
friends/followers - Emails/Posts
Comments - Offer calls/consults
Connect • Sales Driven Content
Connection content
Connection content types
Connection Content Influenc
Connection Live
Strategic Rant **
Storytelling post
Personal / Lifestyle Post
Question / Recommendation
Fun
Common
Objections /
False Beliefs
Watch The Tutorial
Connect • Sales Driven Content
STrategic rant video
This is a live video or pre-recorded video where you simply
speak on what you stand for and what you stand against.
Example 1 Keys to Success
1. Always use a hook
2. Share your deeper
purpose or go against the
Villain (aka outdated
industry norm)
3. Always have a CTA (even
if its a question)
Watch The Tutorial
The Rant Video™
Attention | Amp the importance and ask to share Myth | People teach ... Cut | And it doesn’t work ...
Identify | So if you’ve ever tried to ... and it’s Absolve | It’s not your fault if you’re frustrated ... Experience | I’ve done ...
gotten you nowhere ...
Results | We’ve found it’s ... Offer | What I’ve got ... What I’ll do for you ... How to Comment | Agree or disagree?
get it ...
Connect • Sharpen Messaging
STORYTELLING Post
Universally, people connect with human emotion. Tell a story
of your own that people can relate to.
Example 1 Keys to Success
Example 2 1. Always use a hook
Example 3 2. Be specific
3. Refer back to reader
Example 4
4. Always have a CTA
Example 5 (even if its a question)
Watch The Tutorial
Storytelling
Title/Hook (grab attention) Before You (3-5 SHORT sentences) After You (3-5 SHORT sentences)
Key Lesson/Shift (1-3 lessons - Recap or BIG takeaway CTA | If you’d like some help, hit reply with the
numbered or bulleted) word “Brainstorm” and let’s make you a plan.
I or He/She …
1. XYZ
2. XYZ
3. XYZ
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Character Post
Soapbox on something you are passionate about or show
your character while providing lessons
Example 1 Keys to Success
Example 2 1. Always use a hook
Example 3 2. Be specific
3. Refer back to reader
Example 4
4. Always have a CTA
(even if its a question)
Watch The Tutorial
Engagement Posts
These are connection based posts designed to get
engagement from your audience while building connection
at the same time.
Question Posts: A simple question that is easy for your ideal clients to participate in
Example 1
Example 2
Example 3
Personal/Lifestyle: Showing a glimpse into your life, including the things you enjoy doing
and the people you spend time with
Example 1
Example 2
Example 3
Engagement Posts
These are connection based posts designed to get
engagement from your audience while building connection
at the same time.
Fun Posts: Something that gets a smile from your audience
Example 1
Example 2
Example 3
Example 4
Recommendation Posts Your recommended book, product, service, charity, movie, TV show,
etc. that your ideal clients may also enjoy or benefit from
influence content
Influence content types
Influence Content Influenc
Influence live
Shift beliefs post **
Strategic Value post
Short punchy post **
raise hands post **
Common
Objections /
False Beliefs
Watch The Tutorial
Connect • Sales Driven Content
Shift beliefs Post
Shifting perspectives around a common mistake, objection,
or belief your audience has
Example 1 Keys to Success
Example 2 1. Always use a hook
2. Call out a common
Example 3 mistake, objection, or
Example 4 beliefs
3. Show empathy and
Example 5 Discredit it.
4. Always have a CTA (even
Example 6 if its a question)
Watch The Tutorial
Shift Beliefs
When it comes to [TOPIC] [NICHE] make this mistake: It’s a mistake because … The consequence is …
Instead, [NEW BELIEF] The result will be … So next time … If you want to get the whole
system …
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Strategic value Post
Giving your audience key lessons/insights to an
accomplishment you (or a client) had.
Example 1 Keys to Success
Example 2 1. Always use a hook
2. Be specific
Example 3 3. Use bullets/numbers
4. Always have a CTA (even
if its a question)
Watch The Tutorial
Strategic Value/Long Form Character
Title/Hook (grab attention) Credibility (Results you and/or your client Detailed Breakdown
got after applying this)
Quantitative (3 Tips, 5 Secrets, etc.) What + why
Benefit-driven (How I got X result using the Key takeaways/lessons learned + real-
below step-by-step strategy) world examples
Step-by-step (numbered or bulleted)
Action Steps (What they can do now CTA Image (optional
to get results)
Personal photo
Friendly, genuine
Non-stock
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Raise hands posts
Can be a text-only post or post with pic that offers some
sort of value only to those who comment on the post
Example 1 Keys to Success
Example 2 1. Always use a hook
Example 3 (direct offers) 2. Be Specific
3. CLEAR Promise, USP
and/or Mechanism,
Call to Action
4. Reply to every
comment
Watch The Tutorial
Raise Hands
Here’s what I’ve got … Here’s what it’ll do for you … Here’s how to get it
I just uploaded a PDF With the 5 Steps to Lose The Belly Would you like a copy?
Connect • Unlimited Topics 10
Short Punchy Post
Share a thought provoking quote
Example 1
Example 2 Keys to Success
Example 3 1. Always use a hook
2. Be specific
3. Polarize your people
Watch The Tutorial
coach content
Coach content types
Coach Content Influenc
Strategic live **
how to post
ask me anything
Common
Objections /
False Beliefs
Watch The Tutorial
Connect • Sales Driven Content
Strategic Lives
A unique combo between connection, influence, and coach
content wrapped into one. Allows you to shift perspectives
while building authority with your audience.
Keys to Success
Example 1 1. Always use a hook
2. Be specific
Example 2 3. Shift perspectives
Example 3 4. More what, less how
5. Always have a CTA (even
if its a question)
How To Post
Shifting perspectives around a common mistake, objection,
or belief your audience has
Example 1 Keys to Success
Example 2 1. Always use a hook
2. Be specific
Example 3 3. Shift perspectives
4. More what, less how
5. Always have a CTA (even
if its a question)
Coach
Introduction Frustrations Wants
Today, we’re talking about [TOPIC]. 1. 1.
If you want a copy of the
Why
2. 2.
worksheet, comment [KEYWORD] below.
3. 3.
Point 1 Point 2 Point 3
What
Recap Open Loop CTA
Now
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Results content types
Results Content
show proof post **
client interview
Case study storytelling
Endorsements
Statistics
Common
Objections /
False Beliefs
Watch The Tutorial
Connect • Sales Driven Content
Show proof Post
Usually done w/ a before & after, screenshot of a win or
self-created image.
Example 1 Keys to Success
Example 2 1. Headline with a hook
Example 3 2. "Stop scroll" image
3. Provide real value
4. Softly sell yourself
Show Proof
Subject Lost 27 lbs & 11 inches in 90 days Segue | I just got a message from Maria who Problem | When we met, she was frustrated
/Headline lost 27 lbs and 11 inches off her body in 90 because she had been trying to diet & lose weight
days for years.
Bat Belt | She … Result | She lost 27 lbs & 11 inches off her body (5 Invite | If you’d like some help, hit reply with the
from her waist) all without counting points, word “Brainstorm” and let’s make you a plan.
1. Used the Flex Fuel Nutrition method to dial in tracking every macro she ate or even take bogus
her calories supplements.
2. Didn’t have to cut out carbs & actually ate more
food than ever before
3. Was able to still go on date night with her
husband every Thursday.
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Client InteRviews/Selfie Video
A side by side interview or 60-120 second selfie video of the
client showcasing their results.
Example 1 Keys to Success
Example 2 1. Headline with a hook
Example 3 2. Softly sell yourself
Selfie-Video Process Client interview Process
The Ask: Hey (client name). Can I ask you a For ‘Interview’ type videos, have the questions
quick question? prepared and answered ahead of time.
I was wondering if you wouldn't mind filming Make it informative and fun to watch! Ask the
a quick 60-90 second testimonial video for prepared questions and allow the client to
me? Doesn't have to be anything long or answer them naturally.
professional just answering 3 main
questions: Question Ideas:
1) Can you tell us a little bit about yourself and
1) 1-2 sentences on who they are and why how you got started with us?
they decided to join in the first place, how 2) What kinds of milestones and results have
long have they been a client you achieved so far?
2) What were your hesitations joining the 3) How do those results truly make you feel?
program 4) Has this been a life changing experience?
3) What were the specific results we got 5) What does this transformation do for your
together family?
4) Would you recommend me to others? 6) How would you describe our (company
name) community?
Thanks you, I'd appreciate you SO MUCH!!! 7) Who would you recommend this program
for?
And then I say “whenever you have time 8) What would you tell someone who is on the
today!” fence about signing up?
Offer Replay
Subject | Title of video FOMO | Did you see this week’s training on Bullets | We covered …
/Headline [TOPIC]?
1.
2.
3.
Screenshot | Insert thumbnail of video CTA | Click here (or comment) if you want to grab Download | P.S.—It also has a PDF with the 5 steps
it. to [RESULT].
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Story Framework
Hook (grab attention) Problem Teach
Takeaway Proof CTA
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FB & IG Story Framework
Hook (grab attention) Problem Teach
Your opening 15 seconds must grab The listener must immediately know Next, address what they have
the attention of your audience and that what you are about to speak been doing to solve the problem
give them a reason to listen with an about is relevant to them. Address a and let them know exactly why
attention grabbing question or problem they are experiencing as if
that behaviour will not work to fix
statement. you were announcing out loud a
conversation they were having with this problem. This will provide an
True or false? insight and open their mind to
themselves in their own mind.
Pop quiz! listening to your advice.
Connect with their pain and they
Do you know the real reason why
think "this is for me".
Moms never...
The #1 mistake dudes over 40
make... Here is why what you are
What are the 3 carbs you must Start with Are you / if you / do you
Are you frustrated that... . . doing isn't working. You are . .
avoid if...
Have you ever heard the If you are sick and tired of...
disturbing statistic... Do you ever get fed up when...
Takeaway Proof CTA
At this stage your audience will be Back up your claim with social If you viewer has made it this far, they
open minded to hearing your proof from a successful client from are very interested to take the next
opinion. Offer your belief BUT NOT your program. step. Give them 1 action to take that
will move them forwards towards
a step by step guide to solving the
joining your program.
problem. Instead, offer open loops
to joining your program.
Here is what happened with What they get . . a 12 week done for
my client. When (name) (type you meal plan
So here is what you need to How they get it . . send me a direct
of person) who believed
change. My belief is X and the message
(objection) followed the
way to do that is to follow Why they must act now . . but hurry
(program) for the first time in
(program / vehicle) only 3 spots left this month
her life she (got outcome).
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FB & IG Story Framework
Hook (grab attention) Problem Teach
Most [avatar] are who are trying to you’re relying on short term diet
[problem/outcome] and that is a solutions that we all know aren't
The solution to losing belly fat is
big mistake. sustainable. And you know what?
what I call the Flexible Nutrition
approach which focuses on
You may lose a few lbs in the
dialing in your calories for FAT
short-term, but the long-term
LOSS while eating the foods you
you'll they'll pile back on (and then
love.
some).
Takeaway Proof CTA
When my client Holly, Mom of 2,
who believed she couldn’t lose her
This works because you don’t jack belly fat because of her age, I put If you’re ready to see if and how I
up your hormones & metabolism her on the exact flexible nutrition can help you lose your belly fat
(which regulate) fat loss. Wouldn’t strategy right for her body and without crazy restrictions
you agree you need to try a within in 90 days, for the first time message me the keyword, “Blast
different approach if you want a in her life she’s wearing clothes Fat” right and we’ll book a free 1-1
different result? she hasn’t worn since she was transformation call and see if
married and for the first time in you’re a good fit. Message me
her life she’s been able to keep it right now before I fill up the final 3
off because of my Stubborn Fat spots for calls this week.
Loss Coaching program. Chat soon!
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Name Date
Next …
Takeaways
Actions
Communications
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