Creating Captivating Content: The 5 Essential Elements

If you have ever found yourself staring at a blinking cursor, wondering what to post next, you are not alone.
Most coaches struggle with content because they are trying to force consistency instead of cultivating connection.

When I first started my business, I believed the key to success was frequency. Post more. Show up more. Hustle more.

Over time I discovered that consistency is not built from pressure. It comes from love. It comes from creating content that feels meaningful to you and magnetic to your audience.

In this week’s training, I shared the framework I use every day in my business and with my clients. These are the five essential elements of captivating content. This simple structure transforms posts from “just another thing to do” into relationship-building conversations that move people closer to you.

Let’s break them down.

1. Hook Their Attention

Before anyone can hear your message, you have to stop their scroll.

Your hook is that first moment, the headline, the opening sentence, or the visual that makes your audience pause and say, “Wait, tell me more.” Without it, the rest of your message never gets seen.

The best hooks create curiosity. They pose a question, present a bold statement, or call out a problem your audience immediately relates to.

For example, one of my favorite hooks is the simple truth that sparked this episode: Secret coaches do not survive.

That one line gets attention because it is real, direct, and emotional. From there, you can lead your audience into the deeper story you want to share.

2. Solve a Real Problem

If you are in the coaching business, congratulations. You are also in the business of solving problems.

The most effective content speaks directly to the pain points your audience is already thinking about. They should feel like you are reading their mind.

Many coaches make the mistake of creating content about what they want to say rather than what their clients need to hear.
When you focus on helping instead of impressing, you earn trust.

Think about the real frustrations your ideal clients face. Maybe they feel invisible online. Maybe they are overwhelmed by marketing. Maybe they are tired of seeing less qualified coaches get ahead. When you describe those problems using the same language your audience uses, they instantly feel understood.

3. Offer a Shift in Perspective

Every piece of great content does more than inform. It transforms.

A shift is that moment when someone says, “I never thought of it that way before.”
It is where insight meets empathy.

In the episode, I shared one of my favorite reminders:

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemy.”

That sentence perfectly captures how powerful a shift can be. When you show people a new way of seeing themselves, you create connection that goes far beyond a like or a comment.

4. Deliver Real Value

Once you have earned attention and created connection, you must give value.
Value is something your audience can use, feel, or remember.

Value can come in many forms. It can be a story that inspires, a framework that clarifies, or a tool that helps your audience take their next step.

Early in my business, I thought value meant giving endless tips and tactics. I would post checklists, templates, and tutorials. What I learned is that adults do not love being told what to do. They love being helped.

When you offer value through story and strategy, you make your content both useful and memorable. That is the difference between noise and influence.

5. Invite the Next Step

The final element of captivating content is the call to action.

Every piece of content should give your audience a clear way to engage with you. It could be as simple as leaving a comment, joining your community, or downloading a free resource.

The goal is not to sell immediately. It is to start a relationship.

A micro-commitment, like typing a word in the comments or signing up for a webinar, builds trust. It turns casual followers into active participants in your world.

Remember, marketing does not end when someone buys. It continues as you guide them through transformation, celebrate their wins, and nurture the relationship long after they become a client.

Falling in Love With Your Content

If you take nothing else from this episode, let it be this:
Your content will never feel consistent until it feels like you.

Most coaches burn out on content because they treat it like a task instead of a conversation. They worry about frequency instead of resonance. But when you genuinely enjoy what you are creating and feel curious about how it will land, you show up naturally.

You do not need to be perfect. You need to be present.

Start small. Write something that lights you up. Share a story that matters. Ask a question that opens dialogue. Then notice how much easier it becomes to stay consistent.

Your Next Challenge

This week, I want you to create one piece of content using this framework.
Include a hook, a problem, a shift, a value point, and a call to action.

Do it today, not because you have to, but because you get to.
Because your message matters, and people need to hear it.

Secret coaches do not survive.
Show up, shine with your weird, and watch what happens when you fall in love with your content again.

Chapter List:

00:00 Introduction to Content Creation Challenges

03:18 The Importance of Authentic Content

05:52 Visibility and the Secret Coach Syndrome

08:25 Embracing Your Uniqueness

11:29 The Role of Personal Stories in Coaching

14:13 Navigating the Noise in Coaching

16:54 Choosing the Right Content Channels

19:47 The Shift from Consumer to Creator

25:03 The Importance of Intentional Content Creation

27:07 Marketing as an Ongoing Relationship

30:44 Crafting Compelling Content: The Hook and Problem

33:52 Offering Value and Shifts in Perspective

37:47 The Call to Action: Engaging Your Audience

40:50 Leveraging AI and Systems for Marketing Efficiency

44:53 Building Capacity for Sustainable Business Growth

Full Transcript:

Amanda Kaufman (00:00)

here's the real rude secret of our industry. You ready?

Secret coaches don't survive. this problem of visibility, this problem of secrecy, this problem of not getting in front of people is, it's a big problem. And it's a big problem for really good coaches,

Well, good morning. Good morning. Hello. Good evening. Good afternoon and good night. Amanda here for Your weekly coaches plaza training. My goodness. I'm here live with you and we are broadcasting with our clients over chaos community. today we're tackling the number one thing that most coaches actually struggle with.

And I'm so excited about this one thing, because when I started to really figure it out, my life literally changed so fast. we're going to talk about how do you create content that doesn't just exist. It's not just another thing to do. It's not just like something that you have to do. It's actually something that will build relationships and pull people closer.

to help you to show up in like the best possible way. My glasses are filthy because they've been sitting around because it took a whole week off last week. So welcome back if you missed me. Hello, good morning. I'm glad that you're here. Okay, so let's talk about this content thing.

Most coaches focus on the frequency of posting, like whether they're posting weekly or even daily or whether they're doing it as a video or whether they're doing it as a blog. They're worried about their consistency. And I want to free you of that today because yes, of course, showing up is super important. I don't think you could really make it through one of my trainings without me reminding you.

of how important it is to time block and to show up for your business. But truly, I wanna address that big issue which people have is that their content is sporadic because they're not in love with it. They don't like it. And this is the biggest shift that I made. So when it comes to content, and look, there's lots of us fancy marketers out there. I consider myself a bit of a marketer.

There's a lot of fancy marketers out there that are going to razzle dazzle you with nuance. They're going to say, okay, well, what's the difference between, you know, content marketing and social media marketing? There's a difference, you know, they're going to they're going to spend a lot of time like razzle dazzling you with the difference between organic and paid and the virtues of one over the other because marketers are by and large nerds, right? So they really nerd out on the subject. And there's all these distinctions and

and all this kind of stuff as you go deep, deep, deep, deep, deep, deep into the subject. But the thing is, the thing is for most coaches, you didn't want to become a marketer. You wanted to coach people, right? I remember the first couple of years in my business, it was always like, I just want to coach. was like this chorus they kept singing. I just want to coach.

Right? Because that was actually my favorite thing was the coaching. How? Yes. OK, cool. Yes. OK, so let's let's talk about what happens when you show up, you know, with half heart. The reason you're not frequent with your posting or the reason you're struggling with the consistency of your posting is, like I said, you don't like what you're posting if you liked what you were creating or if at least at the very least you were curious about the response people would have to what you were creating.

you would put it out there enthusiastically with prejudice. like you would, you would really do the thing. You would, you would move past this obstacle that you, that you keep encountering. And the thing is, is like, I do post a lot now. I'm like eight years in, I post a lot now, but also in addition to my experience of posting for, you know, a long time is technologies evolve.

And what's been really interesting to me and like genuinely so super fascinating is we have tools now that make content creation such an actual literal no brainer. Like you don't actually have to use your brain much to start to create some content. And yet people really struggle with that. Have you noticed this? Shout a big B in the chat if you've noticed the same thing where it's like, although

Clearly the technology supports content creation on mass. Most people still aren't doing it, right? Like they're not even getting started. And I want to tell you why. It's because your brain is actually stopping you from creating. Your brain is stopping you from picking up the pen. And I want to unpack some of that today, but I also want to give you some really

tools, some real strategies to make your next post. And here's my challenge to you. I'm going to tell you right up front. Your challenge this week is actually today. So today I want you to write a post because you were inspired by what I shared with you today. And if you're in on that, just shout out I'm in because I really want to see you thrive as a coach. But here's the real rude secret of our industry. You ready?

Secret coaches don't survive. That's it. I'm almost getting chokey about it because this problem of visibility, this problem of secrecy, this problem of not getting in front of people is, it's a big problem. And it's a big problem for really good coaches, right?

So tell me if you know someone, I'm glad you're in Annie, that's awesome. Annie's in, she said it, she's in.

So I love that. I love that. when you are, I know, I know you sat in front of everybody. Good for you. Little accountability, accountability moment. But don't worry, I'm going to give you a whole framework today of exactly what to do. It's literally fill in the blanks. And here's the good news. You don't personally have to fill in the blanks. You can use voice technology with AI for free or cheap.

to do this, right? And you know, so let's unpack this. This visibility, the secrecy thing, it's killing the coaching industry. I wanted to know, do you have a friend who you know for a fact they're so committed to being a great coach and they've maybe gotten a great certification, they've got incredible life, you know, stories and skills, they are a human of heart. Like you know that they've got...

this incredible heart of service and a desire for impact, selfless, possibly even to a fault. Do you have that friend? And they're also keeping it a dang secret, right? Shout out to that, do, I do, I do. I have some friends that I'm like, for goodness sake, like I literally wanna shake them. And I've told this to their face, so. But I literally wanna shake them because I'm like, you're so good. And in some ways this friendship,

these friends that I'm thinking about, I'm gonna, gosh, it's Monday and I had a week off, so I'm a little bit fired up. I'm just gonna tell you the truth, they're being selfish. They're being selfish because they're being self-conscious, right? A lot of people think that they've gotta be so confident to post content. I thought the same thing. I thought that I had to be this ba-ba-ba-ba version of me that was just like so freaking cool.

and so awesome and so this and so that. And it was just awful because I wasn't really being me. And to be honest with you, I'm to be so honest on a damn Monday. I wasn't sure I really even liked myself that much. I was still really self-obsessed in the ego. I was still like, Amanda, you're not good enough. You're not thin enough. You're not pretty enough. You got these weird traits, these weird quirks. You're

But you know, I was just visiting one of my dear, dear friends on the weekend and she's one of those people that has like the reminder sayings all over her decor. You know what I'm saying? Like she's got a mug for everything. She's got all the picture frames on everything. It's just everywhere, right? And in one of the bathrooms, she has this great sign and it says that your weirdness is a sign of you're awesome.

Your weirdness is a sign of you're awesome. And I thought about this, like, it's so funny, because like, I'll see these little inspirations and then I'll just like get super introspective about it. But it's actually so true. Like, the most interesting things about me are so weird. You know, I tell people that I grew up in the Arctic of Canada in the smallest town ever, two days drive down a gravel highway from McDonald's. And people are like, what?

Right. And I hid that for the longest time because I was like, that's so weird. You know, it's just kind of like it's a weird, unrelatable thing that like people don't don't really get. But they relate to not being near a McDonald's. They relate to the small townness. They relate to kind of feeling like you've grown up far away from places. Right. It's kind of weird. Another weird thing is that I I'm totally obsessed with debate and rhetoric and and persuasion.

And I have been since I was knee-high to a grasshopper. My mom was convinced I was gonna be a lawyer. That didn't really pan out. But just being able to see both sides to different coins, being able to formulate and articulate arguments, oh, I love that. That's one of my favorite things. And I kept it to myself for the longest time because I was like, well, no one likes an arguer, right? No one wants to start shit. No one wants to get into it.

So wrong. So wrong. Do you know how many people want to get into it? Everybody wants to get into it. Right? I was so wrong about that because it turns out like that weird thing, that obsession that I had, same thing with math. For the longest time, I really hid the fact that I freaking love a spreadsheet. My kids tease me about this. You know, anytime I have a new idea or somebody is coming to me with like a decision, my kids will say to me, mom, time for a spreadsheet. Isn't that so funny?

And I used to just hide it. I used to hide that I love math. think statistics are kind of cool. You know, I think it's amazing what you can predict when you understand how math works. Right. So, you know, again, when you let your your weird shine, when you let your awesome shine, those are the things that people find charming. Those are the things that people find interesting. Those are the things that people are going to choose you, Pikachu, over all the other people, because they're like, well,

I don't know, there's just something about her. And for the longest time, people would tell me that they chose me, because I always ask my clients, right? I'm like, why'd you pick me? There's all these gurus out there. There's all these other coaches, all these other options. Do you mind if I just selfishly ask, why'd you pick me? And you want to know what the number one thing they've said over the years is? And again, this is something I tried to tamp down. This is something that I was like, don't show that. It's my energy.

It's my energy. But again, it was just this thing that, because I get bounced off the walls really excited about stuff, right? I'm like T.I. double gut, or know, Tigger from Winnie the Pooh. I'm just like, whoa, that is the most interesting thing. And I get into that over really small deal stuff.

And it's an engagement thing. Like I get really engaged with stuff and I get very activated by understanding. I love learning new things. Like I get so freaking jazzed about that. And I used to tamp it down. I used to hide it because most people don't. Even when I was six years old, people would be like, you're using such big words, right?

And they would hate it and they would bully me for it because here's the thing and this is one reason why a lot of coaches try to do the secret coach strategy. Again, secret coaches don't survive. But the reason why is because you have all these traumas and these memories from the past of when people judged you for being kind of weird. And when people judged you for being kind of interested in something they didn't understand why you would be interested in it so they decided to condemn it. They decided to throw shade.

or tease or call your names or even just seed lots and lots of doubt, right? Like they just wanted to seed all the doubt. I remember when I wanted to become an entrepreneur, all my non-entrepreneur friends were like, are you sure? Cause it was just so different than what they wanted to do, right? And to them, what I wanted to do was really scary, but I saw the writing on the wall and this is the writing I saw and there's a big lesson in content here. So here it comes.

The writing on the wall that I saw is that I could be fired at any time for any reason. That me being a good little girl in school and in corporate was going to increase the chances that I would get chosen probably, but it didn't eliminate the possibility that a company could get acquired, that a role could be eliminated, that a strategic direction could change, right? Like there were all these other factors that are well beyond my control that I realized, I'm like, oh my God, I have no skills. I don't have any network.

I don't know how to sell, I don't know how to market, I don't have relationships with a bunch of other companies because I didn't want to be disloyal. I had like all this stuff and this realization, this thinking, I'm like, oh my God, this is not the safer option.

the job was not the safer option, right? And like you tell me, do you see this? Do you see that it's like, it's actually safer to skill up in relationship building. It's safer to skill up in being able to research the market and sell something that people actually want. It's safer to build the skills of ownership versus followership, right? Now you gotta follow to learn. I get that. I totally get that. I still follow lots of people.

but I also needed to own if I wanted to have more of a sense of security and agency in my life, AKA freedom, right? Now here's what I'm doing on today's live. I'm just telling you true things.

And here's how I selected the true things to tell you. We're gonna go through a five part formula here, okay? But the true things that I've decided to tell you are things that I'm pretty sure you would wanna know. Right? Because here's what I know about you. I'm gonna get a little creepy if that's okay, right? But here's what I suspect about you. I think you really wanna do a good job as a coach, right? And as an expert and as an entrepreneur.

I think you want to help people, right? If I've got that right, shout a one, right? You really, really want to help. Yeah, it is October. Let's go, right? Let's be creepy. It's October. I love it. That's so good. So the other thing I think I know about you is you know what it's like to work in a job that feels thankless, that feels like you're not being appreciated, that your true genius gifts, especially when it comes to people, people development and growth, are not

appreciated in the current format. Like you feel actually constrained by your current path. Right? So shout out to if I'm like, nailed it. Right? Number three, you're probably getting marketed to like crazy by incompetent people. Okay. hopefully you're not putting me in that group, but you're probably getting like DM after DM after DM from people are like, I can save you. I can fix it. I could do it. And you're like looking at them and you're like, bro,

You're emailing me from a Gmail address. Right? Bro, this profile has been around for three days. Right? Bro, you know, thank you for the compliment. Not shopping. Right? And you're probably getting crazy irritated. Like just today, I've gotten probably seven different messages like already. I get somewhere between 50 to 100 daily. It's nuts. Right? So, you know, you probably are so super sick of that.

But at the same time, you probably know that you need more help, right? You need more support system around you because the truth is, that if you were, if you, if you had everything you needed, you would already be where you wanted to be. Right? So we've kind of got several problems. We've got the noise, we've got the doubt, we've got the desire for appreciation and validation. And it's a small matter of number five. You probably have

income goals and targets and things that you want to continue to pay for. Right. I still have the minivan that I that I had when I started this business. Like, and I remember just completely freaking out about whether I was going to make the minivan payment. Right. And I'm so proud of my minivan. My minivan's gone many different miles and I paid it off. And along with everything else, you know, I retired my husband. My kids get to get to do correspondence learning and all that kind of thing. And I haven't killed myself.

Right, you know, there's all these stories about grind and there's all these stories about like, you've got to work the five to nine, the nine to five, the five to nine, right? Like you've got to be working all the time or else you don't deserve success. And I just think that that is super toxic messaging and it promotes being stupid. Whoa. Okay. So, but did I do good on number five of like, you want to have an impact in everything, but you also face the realities of

modern living life and responsibilities and stuff. Right? So I know all of these things and so when I go to share content, whether it's turning on my camera to go live, whether it's writing a Facebook post, Facebook's my primo location for content, by the way. If you just really wanna follow me there, make sure that you're on my Facebook and if you really love it, definitely become a subscriber because I...

I do exclusive content there that you can't get anywhere else and it's a dollar a month. So very, very affordable. But let's talk about the choices that I'm making around the stories that I tell. I'm telling stories that are personal in the sense that I have personal experience with it. I've personally researched this information. I've personally gathered data, personally considered and processed. So it's all personal. However, it is in service always.

It's in service always. Because of those five points I just laid out for you, and there's more, because of those five points I just laid out for you, I know which of my stories, which of my areas of interest, which of the experiences that I've had or read about or considered, I know which of those are the most relevant to you. And so I select from those. Now, I wanted to teach you a really quick concept, and then I'm gonna give you a framework for the five essential elements of any post, okay?

And we're do this. And this actually like downloaded to me just before we went live. So be nice if it sucks. I'm just kidding. It's gonna be great. One of the biggest barriers right now to content creation, just sort of in general, you know, I work with a lot of established entrepreneurs as well as new entrepreneurs on the matter of visibility and on the matter of like, how do I consistently show up?

in a way that is awesome. And I'm getting a lot of people asking me about my podcast. So by the way, if you are interested in how I run my podcast and how I'm growing my Instagram audience, basically on autopilot, my TikTok, same thing, through podcasting, let me know if that's interesting. people are so interested in the tactics. So they're like, what kind of podcast should I do? Should I have a YouTube?

Where should I post? How often should I post? What time should I post? What are the categories of things that I should post? How hard should I sell? Should I sell at all? Should I be hitting people in the DMs? Do I not hit people in the DMs? And here's the thing, they're all right.

So I want to teach you the one thing that actually has helped me a lot because as I've grown all these different channels and I've tested all these different things, what I found is that there's channels that work better for your aptitude, right? And think of your aptitude as being like your current set of talents, your current set of talents, you know, as a baseline right now. Then there's channels that are really better for the end result.

the thing that you're actually looking to do. And for most people, I always suggest that you start with, from a standpoint of your aptitude, right? Start with a strength, start with where you're already strong. So if you're already strong at doing short form video, you should totally do Instagram, right? You should totally do Instagram. And the first thing you need to do is build the muscle of showing up to Instagram. Now, if you're like...

not so much. I don't do video editing. I don't do video composition. I don't do storytelling. I don't do all of these many micro skills that make short form video really, really work. Then my next suggestion to you would actually be LinkedIn, right? Maybe you're a great writer, but you're still very technical and you are very professionally sounding. Okay, great. LinkedIn could be a place for you because that's, that's where people like to, you know, pretend they're working.

And so that could be a place that you grow. Same with Substack, right? So what's great about those ones is that you can work on your long form narrative. Now here's the real risk of those ones, is what if you're writing long form content no one gives a toot about? Channel being like whether it's Substack, what have you.

I always recommend that people start with Facebook and a lot of people because of their preferences, they're all like, I don't like Facebook because I don't like Mark Zuckerberg and I don't like Meta and I don't like that they're taking over the world. And you know, like there's all these preferences that really come up and I get it, right? I do, I honestly really do. I understand the macro social concerns around AI, privacy, data.

Where's the world going to? I 1 million percent do understand those existential and very real considerations and. And right, you're in a world that is prioritizing that format for attention. You're in a world where people are not getting together in person the way that they used to, but they are spending more and more and more time.

on these social media channels. And another big objection that I had for sure and I hear a lot is like, well, the content on these platforms is so trashy, right? It's just not good. And there's all this judgment about the content. And here's my answer to that one, change it, right? There's two ways you can be. You can be a giant consumer and complainer.

who is scrolling endlessly, feeling tremendously dissatisfied by what you're actually consuming and complain about it endlessly, wasting both oxygen and dopamine. Right? Like you can do that. The other option is to accept your role as a creator and as a creator, do something different. If you hate the trash, then don't publish trash.

If you don't like political conversations, for heaven's sake, stop engaging with them. Like literally stop, just actually don't. Let yourself have boundaries around what you consume and most importantly, what you create. People don't even realize, but just using social media is building your brand. It's building your brand, why? Because are you a passive user of social media where you just

watch and follow everybody else and you leave helpful comments on your favorite guru, that's what other people see you doing, right? Like that's literally what other people see you doing. They don't see you coming up with your original thought. They don't see you coming up with a perspective. They don't see you sharing an opinion that they also share with you. They're not getting any kind of updates on your life or your progress. So.

You're building a brand, but it's this quiet, muted, silent, only show up when you look super sexy kind of a vibe. And like, I'm speaking to my former self as well. Right? Like, yeah. So there's two modes you can be in. You can be a consumer and a consumer, you're actually a consumer right now and congratulations on choosing some high value nummy num content. So, but you are consuming.

Let's not make a mistake about that. You're pulling it in. It's for you, okay? What's the difference between consumption and creation? Well, actually, there's a distinction here because I used to say creation is anything that you publish. It's anything that you push out there. But now I'm older and wiser and I've seen a whole lot more content. It's not enough to just publish your content. It's are you creating connection with an audience?

over your content? Are you producing something that is designed to be interacted with and to be reacted to? Right? It's designed to do that because if you're not designing your content to impart a message that's important and to do it in a way that's effective to connection with other people, why are you doing it? Right?

So a lot of people don't even realize this. It's so funny, because over the last decade as I've been building and growing and doing stuff and seeing how things have evolved, when I was first coaching coaches, it was always like, let me convince you to actually post. And bizarrely, even though it's easier than ever, it's still the number one thing. But, and also however, once you start actually making sales and you start making progress, a lot of people get...

lazy about the art of their content. And I'm saying lazy because the thing is, is they never really loved what they were saying. They never really loved why it was important. They never really loved why it was so important to have visibility because they weren't really thinking about the rest of the customer client journey. They were treating it as a task.

And even with really established entrepreneurs, I can see their content and how they treat it as a task. I actually recently interviewed somebody who, no kidding, made $250,000 last year. And she couldn't figure out why her pipeline was so empty. She happens to be a sales expert. And often, sales experts are like the least receptive to great marketing strategy. So anyway, I opt into her stuff because I wanted to help. And I went to her website. I opted into her stuff.

She told me on the sales call who she wanted to work with, but I have to tell you everything on her website and everything after the lead magnet, everything that I received after that was this copy paste, very clearly not what she talked about on the sales call.

So how effective do you think that really was? And this is my biggest worry with AI, right? When people are not clear about what the role of marketing is, they will just copy and paste things out of a machine or out of a template or out of something that they bought from somebody. And they won't really think about how this actually connects to the relationship that you're trying to cultivate with people. That's what marketing is about. It's about, so a lot of people think of marketing as being like this thing that's

way over here and that their creation is something that they do on the weekends like they do, you know, paint by number wine night or something. And they just treat it as this separate thing that's super far away. What I realized years ago is I'm marketing for the entirety of our client customer journey. So when I consider the act of marketing, yes, of course it's for visibility, but it's also for sustainability.

And it's also for like really good marketing makes your sales calls practically irrelevant, right? Like it's a formality. People already know before they get on the call that they want to buy from you. but hey, hey, it does not stop at the sales call. This is where everybody thinks it stops. It does not. It continues into, well, what is the offer that you're making an exchange, right? Are you making an offer that somebody's like, dang, I want that offer.

Right? Or are you making an offer that's like super risky to the customer that is like really expensive and they can't really afford it and they're not sure you're going to show up. And it's like all this spammy, scary stuff that we talked about on number three that I saw so many threes of you getting spammed and pitched and pitched and spammed. Right? Like, are you making that kind of an offer or are you making something that is so perfectly keyed in to exactly what the person who's listening to you needs to have right now?

that it is a logical extension to step into the program. But boy, oh boy, marketing does not stop there. I thought marketing stopped there. I was like, yeah, okay, cool. I got them in the program. Woohoo! Guess what? Marketing keeps going, right? Why? Because you basically have to sell your person to keep showing up to the program. You gotta sell your person that they can make it past the initial commitment. You gotta sell your person that they are going to succeed and continue. And when you do this extremely well,

Not only will they do a better job in your programs, not only will they be more receptive to you and your coaching, not only will they have an amazing transformative experience because you know how to activate your showmanship and you know how to activate the conversation they want to have so that they are going to do what they said they want to do, but they're more likely to renew, they're more likely to revert, and they're more likely to give you valuable feedback to make your programs even more awesome. So that's like marketing goes all the way.

to when they're an alumni, right? Like when they are somebody who you used to know, you still have a positive relationship. That's what marketing is actually about. It's an end-to-end strategy that goes the entirety of the customer journey. And the goal is to keep the relationship as positive as possible. That's the whole goal. We're just pouring into relationship. When I finally decoded this and understood this,

First of all, I made a lot more money a heck lot faster. But secondly, my programs became a lot better. So my clients got better results, right? And it was just like a win, win, win, win, win. So let's walk through the framework. Anytime you're working through content, 80 % of it has to go to the hook. 80%. So what's a hook? The hook is how you grab attention at the beginning of any kind of content. So it could be,

You know, on Facebook right now, something that's working super well is just a hook, right? So just a hook. It's like a single sentence, okay? So it's what stops the scroll. It makes them notice. It makes them go, wait, there's more. It opens the loop of curiosity. With no hook, there's no rest of the message. The rest of what you do literally won't matter because they won't read it and they won't see it because you didn't stop the scroll. So hooks are...

yes, the words, but it's also the visual. So how are you using a picture or an image to stop the scroll, right? What questions does the image evoke and raise? The second thing that coaching content in particular needs to have is you need to be solving problems. So I love this. I got this from one of my coaches a few years ago. He says,

if you've decided to become an entrepreneur, congratulations, you've decided to become a professional problem solver. And I was like, I thought about that and I was like, ooh, that's like double for a coach, right? Because you're literally looking for people who are looking for that problem of appropriate magnitude as I teach in the first five club in the Experts Network, that problem of appropriate magnitude that people are gonna pay for and people are gonna want support on, right?

You are literally a professional problem solver, right? So shout out P in the chat. If you see how important it is to name the real pain point your audience is facing using their words. So earlier in today's presentation, I was talking about how I was selecting my stories and selecting what I was telling you in regard to mindset based on those five different areas that I really know are true for you. you know why I know they're true? I have the data to prove it.

I have a lot of data. I have lot of conversations that I have had with coaches, particularly qualified, certified, capable of building a business coaches. And I hear the same problems over and over and over and over and over and over over and over over and over again. so the reason I can rhyme it off so quickly is because I have all that data and I was able to pull in the patterns. If you're like,

I'm new, Amanda, I'm trying a new niche. Amanda, I don't know what the problem is. Amanda, then you need to sign up for the coaches experts network and you need to do our level up Academy because I show you exactly how to do the research for the very first time and answer that question in a data driven way. So if you want to join us in the experts network or hear more about it is surprisingly affordable and also incredibly amazing.

you should definitely say expert in the chat and then I'll follow up with you to set up a quick call to make sure it's a great fit. Okay, so first was the hook, next was the problem. You've got to solve a problem in your content, otherwise what are you even doing? The third thing is you need to offer a shift, okay? So this is where there's some serious magic in content and like when I figured this one out I was like, woo wee! You know, my content went from being, you know, pontificating.

So was saying there's two ways, can consumer, can create. Creation is not for me, it's for you.

Right? Say it's for them if you get it, right? It's for you. So I'm not creating unless it's for you. That's not really creating. If I'm doing like personal journaling and personal reflecting, that is again for me. So even if I publish my journaling, that's still for me. That's not for you. Right? So it's so important to, to speak exactly to the person you really, really want to work with, not just share who you are.

but speak to who they are. So we have to offer a shift. So the shift is offering a fresh insight. It's offering a reframe. It's offering a perspective. And there's a really great sentence by Blair Warren. And it's so good, I put it in my text expander. So if you're in Clients Over Chaos, I'll share it with you right now. People will do anything for those who encourage their dreams.

justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemy. I love that, right? That's a reference that I've used again and again and again for content because I'm like, okay. So when it comes to picking a shift, right, what do they need confirmation of? What do they need justification of? What do they need encouragement around?

What do they have a suspicion of that I can confirm for them that yes, that is the truth, right? Who are the enemies that we can throw rocks at? Okay, so those are, that's a shift, that's a shift. The next thing is value, right? So the value is you're gonna give them a tip, a tool, or a story that they can use or feel, okay? So when I was earlier in my content,

strategy, I was always giving like tactical tips. I was like, do this, do this, do this, do this, do this. And I was just telling people what to do all day. And you know what? As a mama, I'm used to telling everybody what to do all day. Right? You know, tie your shoes, brush your teeth, sit down to lunch. Right? Like here's the thing. Adults don't love being told what to do unless they asked. Right? Yeah.

So it sounds like helping them to keep their head in a hole and stay in their echo chamber. Mm-mm, no, no ma'am, mm-mm. And I can see why you would say that as a coach, because as a coach, we are trying to expand people's perspective. But at the point of marketing, our first job is to earn trust. That's our first job. And if the first thing that you do, is you engage in conflict,

and you tell them they're wrong or you imply that they're wrong or you imply that they are off the path. Or if you tell them that they're, yes, thank you for bringing it up because I ran into this too as a coach is like, well, aren't I supposed to be changing their mind after you've earned trust? Right? And that's why this framework is so powerful is that you can earn trust through the hook. You earn trust by addressing the problem and confirming the problem. But the shift is where you get to insert the question.

where we get to insert this question of is that belief sound? Does that belief actually serve you? Is there another way to look at this? Because our whole goal is to get people past stuckness, but no one's gonna believe you if they think that you're talking about something that doesn't relate to them. So glad you brought that up. We need to relate first and then we get the permission to shift. Okay.

This is the value thing too, is when you tell everybody what to do, need to question, coaches do this all the time, you need to question what you think. Can you honestly tell me an adult that doesn't believe that? Maybe you're meeting people who have a super fixed mindset and they know they have a fixed mindset and they defend that they have a fixed mindset, but most people I know, most people that would engage in a conversation with a coach or even notice coach are probably,

growth oriented, like they want to grow. Maybe they're struggling to grow, but they want to grow. So you giving them the tip or the instruction of you've got to question your beliefs is like not necessarily the most helpful thing, right? So instead we want to make sure we're contextualizing the advice to solving a particular problem that they agree that they have. That's the whole magic.

You know, and when I look at established entrepreneurs and like the thing they do wrong over and over again, and that example of the salesperson who had done really well with a few sales, but her marketing was just super out of alignment. It was out of alignment because she was telling people what to do, giving tips, giving tools, but she wasn't anchoring in to the problem that the prospect would agree that they have that they want to fix that they have capacity to focus on right now.

and that they want her help with, right? Those four things have to be there. Okay, now here's the last piece. Oftentimes people will get this far, right? They'll get the hook, they'll get the problem, they'll describe the shift, they'll even give value. But where a lot of entrepreneurs shrink is calling to the next action, right? So that next action could be for a conversation. That's a big ask on social media in 2025.

People are busy, they're over saturated, they're overwhelmed. I would go for more of a micro ask. So micro ask would be, know, leave a one word comment. And I mean like literally leave a one word comment to get something of value for free. Again, we have to earn the relationship. We can't be entitled to people's relationships because we know that we have all of our experience and we know that we have our certifications and we know how great our coaching is. It's not enough. They have to know it.

They have to understand it and they're gonna understand it when you do this one thing and that is to help them in a meaningful way. Right? So I love this saying, I picked it up from initially Frank Kern, but I hear it from some of the very best businessmen out there and women. The best way to prove to people that you can actually help them is to help them. Is to genuinely help them, right?

And that's why I do a weekly live training where I don't hold anything back and I tell you exactly what has worked in the area of the subject matter. Now, if you've loved this and you want some more, if you're like, mama, give me more, well, I've got something really cool for you this week. It's free. I'm doing a live webinar called More Opportunities for More Sales with Less Stress.

And I'm actually partnering with a pair named the Laurens and the Laurens are, I'm just going to share this with you guys so that you can see it. The Laurens are amazing, amazing entrepreneurs and they focus more on the actual like sales and using AI to help you get into deeper touch with your sales, which is super cool. But what do you need before you can sell it? You need the marketing, right?

So let me just share this window here. Perfect. Awesome. So I'm gonna be talking about more opportunities for more sales with less stress. I just dropped the link in the chat if you wanna come. We're gonna be talking about how to use AI and smart systems to type less, to move faster, and to dramatically reduce your marketing costs. I've personally taken my marketing costs from literally tens of thousands of dollars per month.

down to hundreds of dollars per month. ⁓ And it's allowed me to pivot my business in a time when there's a lot of change happening in the coaching industry, and I'm super proud of it. ⁓ We're gonna talk about how to turn your visibility into meaningful conversations. We're gonna expand beyond what we talked about today with the five essential elements of content.

We're gonna identify the best sources of visibility as you go into 2026. I'm gonna deeper dive a little bit on what your different channel options are and why I would choose Facebook to start with usually. But I'll tell you why I wouldn't choose Facebook so then you can pick the thing that works best for you. We're gonna talk about how to de-complicate your marketing. So believe it or not, this one video is going to give me somewhere in the order of 30 to 50 posts, right? If you're like, what?

You were just talking. I know babe, right? But there was like prep that went into it. There's a whole process that comes after it, but we're going to do, we're going to, we're going to be able to like turn this into some really meaningful content, which I'm genuinely jazzed about. ⁓ we're going to talk about the systems that are actually going to convert all of this effort into sales. So I think one of the most confusing things about marketing and sales for, for coaches is you see so much, you see so much that's like the front of the engine.

Right, so you see people with their polished YouTube videos and their perfect, you know, Instagram posing and the branding shots and it's like clearly really expensive. ⁓ And you see all this stuff and you're like, ⁓ I can't succeed because I don't have those things. I'm here to tell you that my secret is the stuff that happens off camera. It's the stuff that actually happens behind the scenes and very, a lot of it, I don't even touch anymore because I built the system once and it's done.

and then I get to benefit from that system. And so the backend is actually where the magic truly happens with a coaching business is after you've established the rapport and built the relationship, and then you can build the relationship in a deeper and deeper way. We're gonna know how much is enough when it comes to your content to be effective. Shout out MED if you understand there's a minimum effective dose, right? Like if we don't do the minimum effective dose of content, you may as well not do it.

You know, and so what is that minimum effective dose and how do I know that I'm on track with that? And if I wanna go faster, you know, how much faster can I really go? And if I wanna keep it kinda lean and mean and just essential only, then what are the essentials really, right? This one's big. How do you hire, fire, or keep marketing support? So whether it's enrolling in a program, whether it's...

Continuing with the technology, whether it's working with a VA, your most expensive resources are gonna be like what you pay to be able to achieve the goals. So I'm gonna help you with the decision making about whether you hire, fire, or keep. ⁓ And I'm also gonna be available to answer some questions live. So this is an ambitious, ambitious little presentation, but I'm excited about it because when I started this business, I had eight names on a post-it and we've grown.

our community, our list, over 20,000 contacts of coaches and entrepreneurs. And it's pretty awesome. So you're gonna leave with a clear path. And I'm all about not having burnout. And it's gonna be the first time that I'm presenting the Capacity Engine and the Momentum Marketing Matrix. So the Momentum Marketing Matrix is part of the Capacity Engine system, which is all about... ⁓

Helping high achieving entrepreneurs to enjoy what they're creating Okay, and you're gonna enjoy what you're creating because you actually have time control you have time freedom financial freedom energetic freedom as you're building your business and that's what the capacity engine is designed to do for you and there's a there's a piece of it that I'm gonna be going through on Wednesday that's called the momentum marketing matrix and it's gonna be all about Your energy when it comes to your marketing so you can be really consistent so you can be really

you know, high converting, obviously, but you're choosing strategies that match your capacity, right? Because if you're a solopreneur and you're trying to run a strategy that's best supported by a team of 40 or 50 or 100 people, like, how's that gonna work out for you, right? And that's what a lot of gurus teach. They're super dismissive of the effort of marketing because they don't personally have to do much, right? They're not personally writing the hooks. They're not personally, you know,

creating the content, they're not personally setting up the infrastructure, they're not personally making a lot of these decisions. Instead, they make decisions about who they're gonna hire that are gonna make those decisions. And when you've got a team of 40 that are just like taking on all those micro decisions, ⁓ you know, it does end up being kind of easier, breezier when you have that. So what do you do when you don't have that, right? You choose a different strategy that's better leverage and better match to your capacity. That's what you do, right?

It's all about capacity. It's all about having energy and showing up as the best version of me as a coach, as an entrepreneur, as a human being that has multiple different roles, right? I'm a mama of four. I got two cats. I've got a Chris. He's got a sword habit. Like we've got multiple dimensions to this thing that we're building and we need capacity to be available for all of it. So my friends, I went over a little bit today by like 22 minutes, no big deal.

but I hope that you enjoyed today's session. ⁓ Let me know in Clients Over Chaos what you loved about today's session. You can go to next number five clients.com to leave your post sharing what you're learning, what you're growing in, where you're committing to. And if you accepted the challenge that I issued at the very beginning, which is I want you to write a post. I want you to write a post that has a hook, solves a problem, shifts a belief.

tells a story or gives a tool or a tactic and has a call to action for, it could just be follow me for more, right? Or stay tuned for the next thing. It could be that small of a micro commitment that you're asking for from your audience. Just do it, okay? Right? So if you're still in, shout out, I'm in. Join Annie on that chase. And you know, the more that you can repeat those foundational fundamentals.

Yeah, you're in. And I promised you as well that there's ways that you can do this without even typing. know, download ChatGPT. If you don't have a ChatGPT Pro for 20 bucks, my God, that is the best 20 bucks you're ever gonna spend. I swear it's like such a no brainer 20 bucks. And then use the voice to text feature to tell it what you want to do. Take your notes from today's session and then say, hey,

You're an expert social media content off content copywriter. My challenge for my coach today was to write a post that includes the five things. Right. And I wanted to be on the subject of blank and I'm speaking to this particular person. So describe your person. Write me a post. And here's the crazy thing. You do all that voice to text. You don't even have to type it with your fingers. Right. I know I'm not helping you with burning calories, but I'm telling you, it's so easy.

And then you have that thread. You can keep replying to that same thread to write tomorrow's post and the next post and the next post and the next post and the next post and the next post and the next post and the next post and the next post because it's about your visibility. All right. So Annie's still in. Is anybody still in? Is anybody else still in? You're to write your post today? Just one, right? Claim your space. Secret coaches don't survive. We will see you again next week. We're continuing our journey together. next.

live in the series is going to be total mystery here. Let me just resolve that.

Next week we are talking about, I was just in Canada so I've got my back. Ah, this is a good one. We're gonna be talking about your personal branding for coaches and how do you break through the noise. So I kinda teased that a little bit today when I was talking about like how to show up and shine with your weird, right? We're gonna talk way more about that next week. Don't miss it, we're gonna be 9 a.m. Central.

Tell your friends, just go to next number five clients.com to register and we will see you next week. All right, we'll see you soon.