If you’re doing this one thing, you’re probably NOT converting your social media, email, and podcast audience to paying clients. How to craft a message that converts your ideal clients without being a slave to the social media algorithm.

Understand the real value behind what you are offering so that your content converts to paid clients.

Brace Yourself.
I need to call you out on something.

This is the biggest mistake that I see people making in the online coaching space and it’s one that can easily be avoided.

I call it coach speak.

You know those posts that take you through long winded explanations with big words and fancy phrases that leave you wondering: “What is he talking about?”

But maybe you do it too.

Maybe your ideal client is reading your post and scratching her head wondering what the heck you’re talking about!

Let’s fix that right away so that you can get more paying clients without working longer or harder.

You in?

The Power of Simplified Messaging

Most people read at a 4th grade level so when you use big fancy words, trying to make yourself sound like you’re smart or trying to make your post appealing to smart people, you’re missing the boat.

The real talent is in being able to explain what you do so that an 8 year old could understand it.

And that’s harder than it sounds.

Often it’s easier to use ‘coach speak’ and fancy ‘spiritual language’ than it is to break things down to their most basic level.

Let me give you an example.

When I was a yoga teacher, I specialized in seniors and low mobility yoga.
There was another teacher at the studio who looked down on me and didn’t see me as a ‘real’ yoga teacher. She taught power yoga and arm balances and all of the fancy stuff.

Then one day, I wasn’t able to teach my class so she subbed in.

The class was terrible.

A student reported back to me that it was like watching a one woman show on the mat at the front of the class because she was taking them through a bunch of stuff that they had no ability to do. She lost them.

Just like you’re losing your people when you fill your content with big fancy words that make you sound smart. The smartest person in the room, the one who understands the material the best, is the one who is able to simplify it for others.

Be that person to your potential clients and the paying clients will flock to you.

Features vs. Benefits

When you’re creating content, think about the result that your ideal client wants to have.

Instead of focusing on how your offer is delivered (online vs in person), how long the lessons are, how many modules are inside, etc. focus on the outcome she’ll get from working with you.

What will actually be different in her life as a result of booking a reading with you, taking your course, or joining your membership?

You need to know where she is now – what pain is she experiencing in her life that you solve – and you need to know what she really wants on the other side of it.

It matters not the features it takes to deliver the result.

It’s the benefits that matter.

What is the transformation she’ll experience as a result of your work together?

Repurpose Content that Converts to Paying Clients

Once you get really good at understanding what your ideal client actually wants; the transformation that you provide, and you simplify the message so that she understands you’re the one who’ll help to solve her problem, it’s time to look at getting the most out of your content.

Repurposing is totally my jam!

When people first come into my course, Content by Design, they create posts for Social Media that cover every possible angle of the thing they want to talk about.

It’s nothing for me to pull apart a first draft to find 8-12 posts IN ONE POST!

So you probably have a lot more content than you think you do.

I’d love to invite you to go back through your content – even the things you’ve already posted – and notice how often you introduce more than one concept in a post.

Hot Tip 🔥 You don’t have to unpack the entire premise of your work in every post.
This does nothing but overwhelm your audience.

Think about it.
They’re already overwhelmed.
They don’t need another thing to decipher.
They’re on Social Media to distract themselves, be entertained, and/or relax.

They shouldn’t need a PhD to understand your post.

Break it down into bite sized chunks and watch your engagement soar.

How to Schedule Social Media Posts Using Smarter Queue

My favourite Social Media scheduler (and I think I’ve tried almost all of them) is Smarter Queue.

I love it because not only does it allow you to schedule your Social Media posts….. wait for it…..
For each post you create, you can create as many versions as you’d like and schedule them out for the future. So instead of reposting the same thing again, or worse, only using a post once, you can mix it up with a different photo and tweak the caption and keep it in the queue for another round.

You can even search for inspiration from other people in your niche within Smarter Queue!

One of the questions that comes up in every round of Content by Design, is how to show up on Social Media if you’re not designed for consistency like say a Human Design Projector or a Profile Line 2.

My strategy is to create a ‘skeleton’ of posts that serves as your bare minimum for the platform. That way, if you disappear for a few days, it’s not even noticed by your audience because something is going out that keeps them entertained.

Your Next Steps to Create Content that Converts to Paying Clients:

• Grab the replay of the Repurpose Like a Boss workshop so that you can start to get more of of the content you already have!
• Start your free trial with Smarter Queue. You’ll thank me later!
• Go back through your last 10 Social Media posts. Rewrite them in simple language that an 8-year-old would understand.
• Separate posts covering multiple topics into individual posts if needed.

Get more Paying Clients!

Creating content that brings you paying clients can be easy and fun! Leveraging your Human Design is the BEST way to create content that makes you more money without being a slave to the algorithm.

I promise.

Got questions?
Listen to the episode here and then let’s have a conversation.
You can find me here on IG.

Listen to Episode 67 of Unjaded Now:

In This Episode, You Will Hear:

• Why understanding the true reasons behind customer purchases is essential.
• What to say online.
• How to create content online.
• How to uncover the deeper needs and desires that drive your audience.
• The distinction between features and benefits (with practical examples).
• Strategies for crafting content that truly resonates and converts.
• How to convert to paid clients.
• Simplifying complex ideas to reach and engage a broader audience.
• The “so that” method to drill down into the core of your messaging.

Links Mentioned in the Episode:

• Download your Human Design Chart for free → https://vickiedickson.com/free-hd-chart
• Book a Personal Human Design reading → https://vickiedickson.com/personal-reading

Let’s Connect!

• Send Vickie a DM on Instagram with your Human Design questions → https://www.instagram.com/vickie.dickson/ 
• Check out Vickie’s website and current offerings → http://www.vickiedickson.com

Remember! 🔔 Follow the Unjaded podcast on Apple Podcasts or Spotify and leave a review!

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Find the Entire Transcribed Episode Here:

Hello, hello, hello and welcome back to unjaded or welcome. If this is your first time here, I must apologize in advance if there is a little bit of difference in sound quality today, it is raining outside of my office and from time to time I hear the little pitter patter on my window. And my dog is currently in palliative care at home. And so if we hear his little footsteps, I do not have the heart to put him outside while I do these recordings. So he is going to be participating in these podcast recordings, perhaps today we’re going to be talking about your content. And if you’re missing this one piece in your content, then you’re getting it wrong and you’re not going to be drawing the people to you that you want to draw into your world as clients. Welcome to unjaded. I’m your host Vickie Dickson. This is a podcast with a human design spin on building the life, the relationships and the business that you were made for. Let’s dive in. So I had a really fun experience where I was able to come up with a piece of content in response the other day, what was happening was that Emily and the kids were visiting the cottage. And they didn’t have any hats because they had outgrown the pile that was there from last year. So the next day we went into town and M was on a mission to buy hats, she came out of the kid’s store with this huge bag and the kids were trying them on and we were having fun just sitting at an outdoor patio. And I said to her quick take a photo, I have an idea for a piece of content. And that’s how response feels when you are creating content as a generator or a manifesting generator, you get to just boom, be in the moment and create something. That’s not what this episode is about. But I couldn’t resist sharing with you that little piece of magic. So when you get those little hits, where you’re responding something you’re like, gosh, there’s something in that for me, he got to create the thing in that moment. So what I did was that I sent myself a voice memo. And then when I got back to the cottage, I popped it into my Trello board. So I knew it would be there when I was ready to record this episode. That is not the topic of this conversation though. What we’re going to be talking about is the missing piece in your content that may not be bringing clients to you or the the thing that’s missing is why you’re not bringing clients in perhaps. So picture this, we’re at this patio outside, it’s a beautiful sunny day the umbrella is up and the kids are trying on all of these different hats. And the best hats in the bunch. She had ball caps, and she had straw hats and she had water hats and the best hats in the bunch. The ones that the kids love the most were the most beautiful colors. There was a navy blue, and there was this turquoisey which I’m prone to air am partial to. And these particular hats were really super lightweight, because you can you wear them in the water, they dry really quickly. And they have chinstrap so that they stay on the kids and the kids were having so much fun with these, they have this big huge rim that keeps the sun off. So I immediately thought, Oh, I wonder how some of my audience members would describe these hats if they were selling hats. If you were in that hat selling business? How would you describe these hats? Why would you think someone would buy these hats, because of the big rim because of the chin strap that keeps it on the child because they can be worn in the water because they dry quickly? What are all of the reasons that people would buy these hats. And I wish you were in front of me so that we could actually play in the energy of this so that we can actually have some back and forth around this. The thing is none of those reasons are why people buy the hats. And I want you to think about this when you’re creating content to sell your offers. When you are developing content to share on social media to share in your emails, I want you to think about what your customer is actually buying. So your customer is not actually buying six weekly sessions self love, better sleep, self awareness, self discipline, a weight loss plan.

They’re not buying that she’s buying what’s on the other side of that. So let’s go back to the hats for a minute. What’s on the other side of a kid wearing a hat in the summer. Now I’m in Ontario, Canada, and it gets really, really, really hot and really, really sunny here. Thank the Lord because for it seems like most of the year we are under winter weather but this summer is short and it’s hot. So why does mom need her kids to wear a hat in the summer? Or why does she want her kid to wear a hat in the summer? Why does she buy the hat with the chin straps that dries quickly that has a big brim on it. She buys it so that her child doesn’t get a sunburn. She buys the hat so that her child does not suffer pain. She buys the hat so that her child sleeps well because have you ever had a child who is burnt crisp from the sun, they can’t sleep. She buys it so that they don’t get skin cancer. She buys it so that they can play outside for longer. She buys it so that they can tire themselves out in the sunshine and enjoy getting the vitamin D under their skin before they come in for the day and sleep really well. That’s what she’s actually buying. She’s not buying the Chinstraps the dry fast. The bird am all of those things. So let’s look at this through the lens of your services, say you’re selling Human Design deconditioning services. First, I’m going to call you to task on that word a little bit deconditioning, let’s take out words in our content that nobody knows. Let’s remove it, we can use it for SEO for the people and for the people who do know. But we want to speak in regular language for everyone else. So basically, if you have a deconditioning service, or you’re offering deconditioning services in your business, you’re helping people to heal. That’s the long and the short of it, you will need to speak like you’re speaking to an eight year old. So why does someone need to do that? To know themselves? Why does that matter? So what’s on the other side of knowing themselves? Probably better relationships, more confidence? And then what’s on the other side, have more confidence? What does that give them? So we just keep going down the rabbit hole of so that so that, so that? Or what does that give them and then what and then what and then what and the deeper you can go, the more targeted your messages. So instead of saying something like I offer deconditioning, through human design, and I have you get six weekly sessions, you get meditations, you get a deep look at the not self area. No, that’s not the thing that people are going to by, you could say something like, I help you to heal the old wounds that you’re carrying around, you know, all those ways that you’ve been told that there’s something wrong with you, so that you can step fully into who you came here to be. stop second guessing yourself and everything that you do, so that you can have the impact that you’re here to have. I help you to stand fully in your power in your relationships, so that you experience the joy of being with someone that you love as yourself, that’s just a little like off the top of my head. So let’s take weight loss. I mean, this is the what this this industry is, it’s an industry, right? But why does someone really want to lose weight, you know, we can go through all of the features of what our weight loss program offers, we can go through the fact that it’s daily workouts delivered to your phone, we can go through the fact that it’s, you’re gonna get a meal plan, you’re gonna get a grocery list, you’re gonna get all of these things, but that’s not what she’s really buying. Yes, that’s what she actually exchanged his money for. But what she’s buying is what’s on the other side of that weight loss. She had buying confidence in the way she looks, she’s buying, being able to turn her partner’s head again, she’s buying, being able to be fit and healthy and run after her grandkids, she’s buying, being able to get down on the floor and pick something up. She’s buying, not being embarrassed at her high school reunion, all of those things. So you see how the benefits are so different than the features. But in our content, what we tend to do is we tend to focus on the features, we tend to focus on the ABCDE of how this is delivered, or what you’re going to get. And, I mean, it matters but it doesn’t really matter. You know, you have to cover that in the fine print and tell people what they’re gonna get. But in your sales messaging in your posts in your, the way that you’re trying to inspire people, is not by telling them all of the ins and outs of what they get. It’s by telling them or showing them better in your languaging what’s on the other side. What are they really, really buying from you. So keep those two words in your mind. Always. So that so that so that and just keep going deeper and deeper and deeper. Ask yourself, why does she need that? Why does she need that and why does she need that and why does she need that? Do that in your content and let me know how it starts to land with your people. You can touch base with me on Instagram. It’s Vickie Dickson in the shownotes there are links galore that you can touch base with me on the website. I really do love hearing from you as a manifesting generator. It allows me to be in response.