My content planning framework that helps you sell more!

In today’s episode of the podcast I talk all about content and making sure that you add value but don’t give away too much that they won’t want to buy your paid product.   KEY TAKEAWAYS COVERED IN THE PODCAST   You don’t want to give away the Gold! You need to add value with your content, without giving everything away. Different levels: Paid courses, membership, product, service Lead magnet, Facebook group – they have to do something to get access Free content – they don’t have to subscribe or opt-in (blog or video) Social media content Pull out the sections of your paid product and focus your content around this. You could offer a lead magnet with some ideas or a checklist. Use your social media content to simply introduce the sections of your paid content, then give them a little more in your free content, then get them to opt in, then you can offer them the paid product.   THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…   Everything you put out there should be pointing towards your paid products – don’t give them the Gold!   HIGHLIGHTS YOU SIMPLY CAN’T MISS   Different content at different levels My content planning framework   RESOURCES MENTIONED   Take the quiz! Phil from my podcast assistant Build my list course   TRANSCRIPT Hello, and welcome to this week's episode of the podcast. How are you doing? So I am running a bit of a risk here because at the point I'm recording this, my quiz, isn't ready. And I'm going to tell you to go and look for it in hope that when this episode comes out, it will be ready. This is the problem with when you have a lot going on. I talked about this last week and you try and batch a bit. So. Yeah. So basically you can go to teresaheathwareing.com/quiz and you're either going to find my quiz or you're going to find a link to the waitlist. I'm hoping you'll find my quiz. I mean, my days off finishing it and I'm recording this at least two weeks before it comes out. So I'm praying we're done. I mean, this could be embarrassing quite honestly, but actually this gives me a deadline. I'm really good with the deadline. If I had come on to this, I should have come on to this and go to the quizzes live now, then I'd make sure I'd get it done. And I think I'm going to make sure I get it done cause I don't want to look fool. Anyway. Uh, this is the problem when you've got so many things that you're juggling like, and you want to try and get ahead. And my lovely Phil who edits my podcast, who we'll link to in the show notes is going on holiday. So that's why I've got to do a bit ahead. A bit more ahead than I would like. Okay. This week I am going to be talking about content. Now I run as you may or may not know a 90 day program. And one of the questions I get a lot, and one of the things that we talk about a lot when I work with people 1:1 especially if those people have an online course or a membership is how do I make sure I give away content, but don't give away too much to make sure they get my course. And I've been working with them on this and been working with them in terms of like, how do they structure that? And I've come up with a kind of process or a framework that I want to talk to you about, which I think might help. Now, if you don't have an online course or a membership, then take it as if it's your product or your service. If you're a coach, then obviously you don't want to give away the gold. Like, I don't want to give away the thing that you are going to be painful. Also, if you can hear the rain, it's absolutely throwing it down. What a horrible day. Um, so I apologize if you can hear the rain on the window. So anyway, back to it. So we're going to be looking at it and you've got to bear with me and I think, uh, this one might be one you need to come back and listen to again, just to go and do it for yourself. Um, and go through the exercise yourself but I'm going to run through it. I'm going to talk you through the exercise. And then, like I said, come and listen to this again. If you need to go through it again, to make sure you can work at how to do it for you. So basically when you have a business that's an online business or, well, any business really where your doing different bits of content at different levels, how do you know what to give away or talk about at each level that then first off it doesn't give away the gold and the good stuff, but then leads them naturally into the next thing. So I'm going to talk about how we do this. So. The first thing we've got, we've got to think about our different levels. So basically we've got from the top going down, I've got, obviously my paid things. So in this example, I'm going to give you, I'm going to talk about my course build my lists. So we've got my course at the top. Then the next thing I've got going down is I've got lead magnets, which then take you onto my email list. Okay. So that's the, the lead magnet is the next kind of big content that you would get from me. But that's a handraiser content, so it's not completely free content. You've got to opt into that. So this might be a Facebook group. This might be, I'm just trying to think of another example. Yeah. Facebook group, lead magnet, email list. It's that kind of thing where they have to actually do something to get access to the content. Then the next level down is your free content. Content that no one has to subscribe or they don't have to opt in to get it. So for instance, you can be listening to this podcast. I have no idea who you are because you didn't have to tell me that you're listening to this podcast. So for me, it's a podcast. It might be a blog. It might be a YouTube channel. It might be lives. It could be any of those things that they can get your content for absolute free. They don't have to opt in to get it. And then underneath the blog or the podcast, I'm going to put social. So again, someone can look at your social for free. They don't have to opt in. You don't know that they're looking at it. So these are the levels. Let me just run through in again. So at the top level I've got, which is the paid level is the course, the next level down, which is the hand-raisers level is lead magnet. This might be a group. The next level down for me is my podcast. This could be a blog or a video, and then the next level down is your social. Okay. So let's take my course, Build My List. So this is a course that you can buy at any point that we'll link up to it in the show notes. So we're basically in about three weeks time you can create your email list. It says, start building your email list in just three weeks. I talk about the fact that having an email list is one of the biggest assets you can ever have. And my tried and tested Build My List course now available in self study. So you can pick up this self study, do it. And in three weeks time, have an email lists started. So on the sales page, the first thing to do not necessarily on the sales page, but that's where I'm looking in order to go through this information with you is I want to know what you're going to be covering in that content. So if you've got a course, if you've got a membership, whatever it is you've got, if you do a coaching program, what are the main strands of things that you teach within that? So for instance, for Build My List we do how many lessons that, that, that, that does six different lessons. So lesson one is what's a lead magnet. Who do you want on your email on your list. Lesson two is coming up with the lead magnet, including copy and coming up with a perfect title. Lesson three is designing the lead magnet and your social media images. Lesson four is understanding the funnel process coming up with the email and landing page copy as well as looking at the dreaded GDPR. Lesson five I walk you through the text, that's all about the tech. And then lesson six is how to actually get people to sign up. So the first thing to do is you take your different subject areas or your different kind of sections that you look at and you decide to pull one of those sections out. So which one stands out to you? So for the purpose of this, I have decided to pull out the kind of like what's a lead magnet. And then like coming up with a lead magnet, I'm kind of thinking around focusing my content around the actual lead magnet thing. I could focus my content around generically why you need an email list. I could focus my content around and there was another really good one. Oh yeah. Like coming up with a perfect title. I could do my content around how to get people to sign up. So you can see already I've got lots of different options and I'm pulling one option out. So the option I'm using for this purpose is the lead magnet thing. So in the course, I literally take you through step by step by step. So in the course, I break down the