The Simple Content ‘Shift’ That Causes Clients To Reach Out
If you’re a doctor, therapist, transformational coach or expert who depends on content marketing to sell your premium offers, you might find this useful. It's about a 5-minute read that I’ve put a lot of thought into ... and it's PART 2 of a 5-part series: Overcoming The Trust Recession. Find PART 1 here.
Overcoming The “Trust Recession” — Part 2 (of 5)
The ‘Brave New World’ and its effect on the coaching & consulting industry
In Part 1 of this series, I talked about a number of reasons for the “Trust Recession” we’re in …
And what transformational coaches & experts can expect going forward in the ‘Brave New World’ of A.I.
The new market is saturated, and your leads are more sophisticated.
They are less trusting of the industry in general (for good reason) …
And A.I. (while useful for some things) … is compounding the ‘trust problem’ for transformational coaches & experts.
Premium clients are asking themselves:
>> “Can I TRUST that what I’m reading … was actually written by the person whose profile / website / blog it appears on?”
>> “Can I TRUST that this amazing sounding content … actually reflects the expertise of the person who wrote it?”
So in this article (and for the next three articles), I want to outline FOUR specific types of writing that will help you to overcome the Trust Recession, and win premium clients with the power of your content.
The first type of “Trust Building” content: Frame-Shifting Content
Now, there are actually SEVEN types of “Trust Building” content I’ve identified in my 8+ years teaching content (and I teach all seven in my programs).
However, the four I’ve chosen to share over the course of this series will give you an excellent start to the “Trust Building” rotation of content to inspire confidence in your potential clients.
We’re going to start with one of the most powerful types of content you can master:
✅ FRAME-SHIFTING Content
This is content that gives paradigm shifts to your potential clients — helping them to think differently about their problem and/or its solution.
Let’s look at a simple example:
When I was younger, I got in the habit of drinking Diet Coke, so I could “cut calories” and keep my trim figure.
And — BONUS — I absolutely loved the taste of Diet Coke. I swear, “Just for the taste of it” was a slogan written specifically for me.
When I hit my 40’s, I struggled with unwanted weight gain.
“But I’m doing everything right!” (I bemoaned.) “Exercising, watching my calories … and NEVER drinking sugary soda — only diet.”
But then — I read an article that talked about how diet sodas could actually CAUSE weight gain … by contributing to insulin resistance!
MIND BLOWN.
My belief around the cause of my problem …
SHIFTED.
In the article, the author gave simple strategies (including drinking less diet soda) for combatting insulin resistance … so that the weight would drop off more easily with exercise.
And that one “frame shift” — looking at the cause of my problem through a different lens — changed everything for me.
If the writer of that article had been a weight loss coach, I’d have hired her on the spot!
She had opened my eyes to a whole new way of looking at the cause of my problem (and the solution to it) — and that built instant TRUST in her expertise.
How you can use “Frame-Shifting Content” to build trust
So how can YOU apply the “frame-shifting” method to your content, in a way that blows the minds of potential clients, and inspires trustworthiness in your expertise?
One way way to start is to write about “Prevailing Wisdom” vs. “Uncommon Wisdom” (that is, your wisdom).
Start by asking these questions:
{Prevailing Wisdom} What are people (including my prospective clients) accepting as true about the cause of their problem … that may actually NOT be true?
{Uncommon Wisdom} How do my clients actually need to be thinking about why they’re struggling … that is the OPPOSITE of what “everyone else” is telling them?
Then use that as a basis to walk them through a “frame shift” by gently unpacking why something they’ve believed is causing their problem … actually isn’t.
Show them what is actually is causing it instead … and how that affects the way they try to SOLVE their problem.
Don’t worry if the frame-shift seems “small” or “obvious” to you.
Remember, you’re the expert! You likely take your deep knowledge for granted.
To your potential clients, the frame-shift will be nothing short of an epiphany — like the Diet Coke example was to me.
Clients eagerly reaching out to you
Now, there are multiple other methods for writing frame-shifting content that I teach in my programs (especially Relaxed Organic Marketing, which is the foundational content course for my clients). But this is the simplest one you can start with right away.
And the way it builds TRUST in your readers is by showcasing your deep knowledge of her pain points, what she’s tried to solve that, and what will actually work to help her.
(These frame-shifting posts are long-form, and go deep into the kinds of detail that only a true expert could write about.)
I’ve literally had clients reach out to work with me in my premium programs after just ONE frame-shifting post (which my clients and I call “Epiphany Posts”, because they’re so powerful).
They’ve told me that literally no one else had opened their eyes around the problem they were facing (and the ‘right’ solution) in such an expert manner … and that’s what gave them the confidence to reach out immediately.
Give it a try and let me know how it works!
In Part 3, I’ll continue with the second type of Trust Building content …
Something a little more personal — that will absolutely reassure your readers that it was NOT written by A.I.
(And will “imprint” your unique energy and personality on their brain, so they form a strong bond with you!)
Meanwhile, if you already know you need deep work around your messaging & content to build trust in the new, sophisticated market …
I’d invite you to explore Relaxed Organic Marketing.
It’s my evergreen group mentoring program designed to help transformational coaches, experts, and healers to write powerfully distinctive, original content that helps them sell more high-end packages on social … while posting less often.
