From Post to Paid: How to Build a Content Engine That Attracts Ready-to-Buy Clients - Giorgia G

Linkedin: https://www.linkedin.com/in/giorgia-guazzarotti/

00:00 Hello everyone, I'm Giorgia and I'm so excited that you are here for this training on how to go from post to page, how to build a content engine that attracts ready to buy clients in this presentation, we'll cover why most content doesn't convert, the three components of a content system that sells, how to create content for the different stages of the buyer journey, and what type of content to post to attract different buyer types but first, who am I and why should you listen to me? I am Georgia, I am a business rebel and I am a leading content marketer with a background in psychology and I have 18 years of experience helping coaches and service providers like you.  

00:53 Some content into cash. I will in this pretty much all my life and I built A6 figure business enriched 10 commands only through the power of converting content and my clients are gone from sign up a client here and there from the content to every fully booked practices. That all sounds very impressive and for me the biggest win is not in the numbers, it's in the future because when you know how to create content that converts, when you have this content machine that does the pre selling for you, then you can focus on what you do best, which is working with amazing clients and change their lives and with the set let's get started.  

01:44 Why does why isn't content why does most content doesn't convert? There are 4 main reasons. 1a series all the time You are not speaking too ready to buy clients. So if you're posting things like why, why you should hire a well designer or what rapid transformational therapy is, you are speaking to people that either don't want what they had to offer. Because someone that is looking someone that wants to hire a web designer, they will be looking for things I need to know before hiring a web designer so if you are talking about why you are convincing them, it will take you a long time to converge them.  

02:33 And if you're explaining what your technique is, yes, there is a place for this in your content and again, these people are just beginners. They may, they are absolutely no interest in what you do and so it will take you a long time to converge them. Ready to buy clients are people that are already looking for what you offer, so you get to speak to them in this stage of their life and I'll show you how to do that later on in this presentation. Also, too much educational content this is very common as well because in the past you literally share a lot of advice, tutorial tips and tricks and create a large audience where now focusing so much on educational content because Google and church GPT they can literally tell you everything you want to know.  

03:33 Yes, it positions you as an expert. It also positions you as a free dispense after all Google church GPT they are free right so you are on that level as a rule I always tell, I always tell my clients if people can easily Google what you want to share, the tips you want to share, then don't share them. The current mistake is there is no clear bolt information when I go through my clients Instagram or LinkedIn on their accounts and I see lots of great content and there's no common thing, there is no common threads like I I read random posts and I still don't know exactly what this person is doing from a client point of view because they are talking about different things all the time.  

04:21 And so all they are talking a lot about what they do and now they can help but there is no clear result woven throughout their content. And so that is the case, like in the case of the expert, you are a commodity, you are not the only choice. Finally, not using your clients language, it's not just using the extra words, it's also being able to meet them where they are at.  

04:46 For example, a parenting coach. You know that if parents want to raise conscious, well educated, kind, independent children, they need first to heal that in a child. But when your parent comes to you, when a parent is looking, looking for support, what they actually want is someone that tells them, hey, how can I stop my children screaming and fucking with each other? How can I get my child to eat their veggies? And so if you talk about the inner child to a person that actually wants to know how to get their children to make up or to eat veggies, they are not going to even look at your contest so you need to understand why your client is the three components of a content system that converts is what I call the C cube formula.  

05:40 And I specifically use C cubed as opposed to the three CS because when you nail all three of these aspects then your content really takes off and a quantum ellipse. So the first step to create conversion is clarity. You need to know exactly what you offer it's for and why he matters why it's a need for them, why they should be interested in what do we want to hire you? When someone lands on your post on your profile, when they hear you speak, it doesn't matter what the entry point is.  

06:18 They need to immediately get what you do and how it helps them because you only have that one time often to grab their attention and if you don't, you don't understand how you can help them. They are not going to follow or subscribe. You are just another commodity, another web designer, another business coach and so they don't feel the need to follow you. Now to quick clarity you need 3 three things. You need an elevator pitch. So again, a way to introduce yourself that captures attention. You need your signature framework and the CQ formula with the three steps of clarity, connection, and confidence is my friend with it i'm teaching you and I purposefully put in this in this presentation to show you how it is done and how this makes me different from other people.  

07:10 And then you do need selling points. My elevator picture again, this is here just to help you understand how this all plays together because I say I have coaches and online service providers mail them by a message so they can attract clients who are ready to buy. My superpower is making your submission feel tangible so when people land on your content, they know you are the one who can change their lives. In my experience in massive coaching, I don't just focus on the words, I also help people so become the doubts they stop them from showing up fully because very often you have amazing content, you just don't feel confident and people can feel it through your content.  

07:53 So as you can see, yeah, it's very clear what I do, who my clients are. I also share the what makes me different from everyone else is I do confidence coaching, not just content coaching and I tell them exactly the result that they get. The second component is connection. Connection is what makes you audience, what makes your audience see you as relevant, not just a smart expert. And to see you as relevant, you need to put a content that speaks to the exact pressure points they're already going through, the things they whisper about in their voice notes, the stuff they go to, a young one to cast if you need to know them better than they know themselves, you want them to read the content and go, Oh my God, how does she know this? Because if you don't have this, if you don't know all these little things, the the thing they are going through, the thing they are feeling, their experience, they are even thinking, then you are just the Expedia admire.  

08:59 You're not someone they want to hire they see you as the source of knowledge, as this Free Library. But I don't see you as the person who can solve that problem and to quick connection for suppose talk to your clients, because the clients will tell you absolutely everything, like your sales course, your every conversations near the EMS. Just look like look at what people are telling you, the extra words they are using, the the things they are complaining about, the things that they want.  

09:31 That's all material you can use to create your content and share stories share your stories as well because that's how you put the connection with them and you have them understand and not only you know what they are thinking for your experience, but you know it because you actually went through that yourself and now you are on the other side. And the last step is confidence confidence when you talk about your work. I can get results because it does. And so many coaches are so scared of promising results because what if I can't deliver that they just talk about what they do and people never know about the result they can get that affirmation they can achieve in working with this person and so they don't hire you so the confidence in promising both results.  

10:22 People need to understand that you are the one that can have solved that problem and how can they believe, how can they trust you that you can solve the problem if you are not being bored in your content if you're not being bored with the transformation that you promise them and without the trust, they won't hire you. So you'll be confident by sharing your clients results but promising a bold and realistic result confirmation. I don't want you to be bold for the sake of being bold. Don't promise to have someone go from zero to 6 figures in three months because that's not realistic and one will pick you seriously. But if you have a proven track record of helping people, book out programs from the content and say that if you really can do that and say that, be proud about that.  

11:18 Also, voice your bold opinions, especially when they go against what everyone else is saying. For example, most content marketers will tell you to do content packets. I absolutely hate content packets and I do not recommend so I am very vocal about that and also in other words, like could or might because no one wants to work with you so that could get the results. People want to know when you you can say when you work with me you will or when you are committed to doing the work.   11:51 When you work with me and follow through, then you will get because if they do the work, they will get results and the only way they want the results if they don't do the work right. So make that clear so you can feel confident when you use that will and can. Also a lot of words like overwhelmed or similar language because you don't want someone that is overwhelmed.  

12:13 They don't make good clients for example is that you have people with tech. There are many people that feel overwhelmed by tech, but I will position it as the thoughts of handling any tech stuff. It's like going to the dentist. Then here's how I can support you. So you're still talking to people that don't like doing, they are overwhelmed by tech, but they don't identify with overwhelmed. And so you get the buyer that just wants to handle this stuff to you, not the buyer that is totally overwhelmed and anxious and there's other questions and doesn't follow through language matters. Now, how do you create those ready to buy clients, right you do that through your marketing final.  

12:57 So the awareness stage is when your clients know their problem, but they are not sure how to solve the problem. So at this stage, people are just looking to For more information on the topic and this is the part where you attract people into your words and turns it into a following subscriber so at this stage you will create content to attract new people and then start in the file so you can nurture them and turns it into ready by buyers and either they have a critical post.  

13:30 Show me your content podcasting for graphics. So for media checklist ebooks about the problem, at this stage you want to talk about the problem. The second stage is the consideration stage. And at this stage people know what know a lot of the problem. Now they are starting to look for a solution like they know what the problem is, they just don't know a solution yet. Or maybe they have heard of different solutions but they don't know which one is best and at this and some of these values, they aren't in your final already diminutive you never heard of your solution just looking for someone and that's what you do.  

14:14 And this is when you start building a relationship with them and you start to educate them. For now, your product is there a solution for them and you do that for newsletters because now it's enough for your free bill you're in your funnel through blog post case studies, love for videos while in our landing pages that starts when you talk about why your solution is the best solution for this problem.  

14:35 And finally, conversion stage here your clients are very interested in services. So tell them what they need to to buy so or they call their council objections they create urgency mixed products, a compelling call to action you can do this i can like study, compare the comparison be careful because you can't compare your solution just to your competitors just don't say anything negative. You want, for example, safety official is you want to and you help people with the keto diet.  

15:09 Then you want to compare the keto diet, the Palo diet as opposed to comparing yourself to a competitor because then you can start talking about the benefits and so the facts or both. And finally, how to speak the four buyer types. There are four buyer types that are analysis there are very logical people and they are focused on the details. The controllers are direct people and are focused on results. The promoters are emotional and focused on experiences and supporters are people oriented.  

15:43 They are focused on impacts. So of course this is a generalization. These tabs can overlap to an extent, but let's start with the analysis. Analysis are very logical people, and they are very rarely overpowered by their emotions. Now everyone will tell you, you don't talk about how, don't share it is, well, we'll analyze this. You get to talk about the how and you get to share details because the people are analytical and when you talk about results, they want to know, yeah, that sounds amazing, but skepticism and how do you do that? So with analyzers, you need to give them either an overview of your framework like I'm doing right now this isn'tation when I share my CQ formula and when I shared these matrix, different buyer types.  

16:36 So I'm showing, I'm showing the analyzers how the process works. You can also give them one quick hack i remember this is what monumentors did. He shares some. I was really young back then and I remember in sharing online some templates to get clients and that's how I got my first freelancing clients from his free content, his free templates and because they worked so well. Then I signed up for his two key program and sister took several other programs and I spent so much money with him because he gave me one amazing technique for free so that's when you get to create content on social media as well, where you talk item bits about the how and give some tips it should not be the majority of content and you still get to speak to that to an extent.  

17:35 For generalizers also, there is stability. Stability they need a guarantee and they need data and areas so in your post you can use statistics. You can use statistics if they are relevant. Any proof that you can think of, then share it and make sure that you can back it up because these people will double check these are the people that will actually go through what you see and double check your sources and they will let you know if something you said isn't true. So for them you get to create additional content, tips, acts and tutorials. You get to create a long form content because they love to listen to a long presentation, a long process of episodes, a long book and also answer all questions they are going to give them all the details how many modules along the program is the really? These people really need all the details.  

18:32 You know some types of content that are created for analyzers is a post about 15 hooks. They will position you as an authority in your industry and another one I took care of about nearly your brand message. And in this post, I share exactly what I mean when I said Rahem applies needed messaging. So when I say that I have identifiable mix of the only choice, that means that we look at your background, the qualifications, methodology and your mission to discover what makes you the best person to solve this for your client. So the outcome is bold position it's tangible what you get, and it's tangible how I actually do this. So this is the most of the season doubts and objections.  

19:17 The controllers are very focused on result they make decisions quickly, they remain quickly these are the clients that they really stumble on your content. They think that your solution they will stand up on the spot. They don't need another nurturing and everyone wants control the clients because they are so fast as you're making at the same time, controllers are the minority of the population, so you got to nurture all the other times as well.  

19:46 Now controllers, you also recognize them because they always want to be right, even when they are not, and they like to control the process with them you get to skip the fluff, you get to skip the stories, the details they only want to know why a solution is the best, the fastest, the most efficient way, the most cost effective way to get results. And they also want to know your results. They also want to know that you have results in your life and you help your clients achieve those results for them you create for the core profit problems of a content which is called that helps them understand that you totally get a situation and you're the missing piece to the strategy they've been looking for all along so for example, if you have you are to content and your connection, but you don't have confidence because in your post you use a lot of might overwhelmed, anxious that's why you're not getting clients so when I help them see the missing pieces, like she's right, let me work with her.  

20:54 They also want short form content and people don't have time to listen to or read a long piece of content. So short content for them and lots and lots of case studies. So as you see the context of control, let's start. After a few weeks of working together, my clients saw their first public watching program or how I feel, my dear to the inquiry sending clients, even with a small audience, tangible results. And again, I share with them the results that I got and how I get them there. And if you're wondering, should you create like analysis, like long form controllers, like your form, what should I do well, that's why it's good to have, for example, either an email, A blog post or podcast as your piece along from content and then take a buy size content on social media so that you know, analysis are happy with a long blog post or podcast.  

21:53 And you can take those content and time into small pieces of content for social so you need the controllers happy as well. They are very high energy you know, when these people are in their room, they're loud, they're outrageous. They are natural sellers. They're enthusiastic like they natural sellers me this, this people like they can. I'm not talking about just selling their progress Amazon services, but also they are the people that convince you that convince you to do the most outrageous things because it's just so much fun to be around them and you have very much run by the feeling so they commit from the excited, say yes to working with you and excited.  

22:35 And then when it gets tough, they it's not fine anymore. They really don't follow through. So with them you absolutely get to forget about the details i don't care. They only care about the big vision and community they really want to be around other people in a high energy environment. And with them you get to focus on stories so you can share details in your stories like you can when, when you talk to promoter, they'll really pin the pitch that will tell you like what dress the colour, was that the day, day or the first client.  

23:08 So you can share details in your stories. Just don't want details about if you start with the program as all these modules and last that you lose them, you lose them. So with them you get to tell stories and think about results as well. After there was some overlap you get to speak like you speak with your best friend on before but with them and just fun humor or memes like in this post when you realise you bought another course about saying on Instagram even though you struggle to communicate how you offer so the extra problem is facing so this is a meme or is it a post is your yourself is generating a constant stream assistant clients from a content will allow the girlfriends and it start with you so this boots them again this spins that picture.  

23:59 I'm talking about the emotional results that and talking about the last that they want. So this works really well we promote this and finally we support this. They are focused on people and on feeling they are the people they are so caring and kind. They really want everyone to be taken care of. They will stand to people please and put themselves lost. So support has to get to bid rapport first. They want to be seen her and understood, which is why connection part of the CQ formula is so important.  

24:33 Because when you can use their words, you can share stories that when your content is full of those moments of, Oh my God, she knows when I'm Googling at two AM in the morning, then the supports are really seen and understood. And, and most people make the mistake of saying like a controller. A controller wants to know what's in it for me if I work with you, what's in it for me what do I get? The support is the opposite. You can tell them what's mean for them and they are like, OK, but I'm not worth it and deserve it you're not good enough. But if you tell them, hey, you do this thing for yourself, then you're fairly benefit like you don't want to spend 2K for my coaching program because you are worried that you will take that money away from your kids.  

25:23 But if you work with me and do investors 2K you will then be able to send your kids to private school you will be able to know to a bigger house we'll be able to give them a much better quality or less when supporters, you really need to focus on what's in it for the people they care about. And if you don't know who these people in their life are, then don't expect them to convert them.  

25:49 And again, tell them stories on how getting results they want will also benefit others. Be conversational like a friend and create color makes them feel seen and hurt because supporters do everything for everyone else and no one and people and people take them for granted. So acknowledge your content, what they're currently doing as I see you working so hard, I see you doing XXYNZI see you. And there's a better way to get results for you and for your family, so you have some type of comfortable supporters.  

26:26 Your gym clients don't want to be sold they want to be seen and this makes them feel serious because they'll be like, yes, this makes you feel like you care for people that it, it aligns with their,  

26:39 The values that everyone needs to get taken care of and you don't have to be pushy and also empowering stories, you know, wrote how I stopped doubting myself and start to confidently sharing my message. So these are ideas that you get to talk about all of them in your content because when you speak about all these different things, when you create content for all these different personality types, then you're literally speaking to everyone in your audience and you don't leave anyone behind and you take them from where they are and now that they just met you, So and you, I mean, we that's more educational content.  

27:24 And then you nurture them by, you know, acknowledging what they're doing and sharing what they're doing is they're working. And finally move them through the sale. And with these sips, you will be able to cover everyone in your audience. And I know we covered a lot. And if you are wondering now, I'm not sure what should I start i'm not sure if my content is speaking two or four times or I'm not sure i will call that you create for the different stages.  

27:52 I invite you to grab your free audit today is a 5 minute audit to discover what's missing in your message, in your content, to make it impossible to ignore so that it takes people through the entire buyer journey and speaks the four buyer types. And then I have steps there on how to fix it so you can attract those hot qualified leads from your content that are ready to buy from you. Thank you so much. Now it's your time to create a content machine that does 90 % of the selling for you so you can focus on what you do best change your client's lives.