“One of the concepts I covered in this week’s AI Content Blueprint workshop was the 4 types of content to win the hearts and minds of your clients.

It’s important to have the right mix of Share, Show, Teach and Offer content.

‘Share’ content gives people an insight into you as a person, ie. the real you. It might be your personal story, a glimpse behind the scenes or your philosophy, beliefs or values. It is designed to build a strong personal connection with you. Most business owners neglect this type of content because ‘who wants to know about me?’, but the reality is clients buy from people they like and whose values are aligned to theirs.

‘Show’ content demonstrates that you can actually deliver results. You could show case studies, testimonials, awards, accolades, press or praise. It proves you can walk the talk. Many business owners who err on the humble side neglect to showcase their own accomplishments or their clients’ wins. However the reality is clients will only engage you if they believe you’ll achieve results.

‘Teach’ content adds genuine value and demonstrates your expertise. This usually takes the form of helpful tips, essays, insights, lessons, and tutorials. You’d typically teach the why, the what and some of the how. The majority of business owners are most comfortable with this type of content. However if you overdo it, and neglect the other types, you run the risk of being just another knowledgable person, without any real point of difference.

‘Offer’ content is about inviting people to take action and take the next step. It can be an invite to join a workshop or download some flagship content, or an offer to book a conversation or make a purchase. Many business owners become timid here because they fear it is ‘salesy’ but the reality is you need to make offers to help your clients. I like to frame it as ‘inviting’ people as opposed to ‘asking’ or ‘selling’. Here is a Content Matrix diagram that shows you mix of 4 types of content.

This was just one of the areas we covered.

If you’d like to purchase the recording of the AI Content Blueprint workshop, it’s available now for $97 USD.

You’ll learn:

• ​the 4 types of content you need to publish to win the hearts and minds of your ideal clients.
• ​a practical Content Matrix Template that will allow you to brainstorm enough content ideas for 6 months.
• ​how to uncover the perfect Content Cadence for your business.
• ​the process to map out your ideas into a Content Marketing Calendar — that is both structured and flexible.
• ​how to leverage ChatGPT as your first port of call for your content marketing activities.
• ​the best AI tools to accelerate your output.

Here’s what clients and guests had to say:
“Adam has expert-level knowledge and delivers it in an engaging and practical way. Highly recommend.” ~ Richard T

“Incredibly helpful information shared in an easy to digest presentation. Excited to see the impact to my business in following the insights and tools!” ~Stacie

“Just participated in a webinar with Adam, very clear and concise and practical. Gave ideas and structure for content for next 6 months to 12 months, that you can start on straight away!” ~Noelle

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

This week, I had the chance to deliver a 5-minute talk at a Peer Mastermind on the Gold Coast.

The topic: “What’s been working well for me this year?”.

The Peer Mastermind crew

Here’s the 5 things I shared.

A Shift in Identity

A small change in my identity has had a significant impact in the last year.I shifted my long-held mindset of “getting fit” simply to “being fit”.

That subtle change has had a significant impact when it comes to maintaining a regular habit of training, resting and eating well.

Whereas I used to fluctuate and yo-yo after I ‘got fit’, now I just do it consistently because that’s ‘who I am’.

It’s a non-negotiable part of my life and it’s easy and enjoyable.

It’s definitely had a positive impact on nearly every aspect of my life and business, and the effects of these ‘1% habits’ seem to be compounding.

Designing my Day

One exercise that has been useful for me is designing my ideal day.

This is a work in progress and will naturally evolve, but for me right now, it looks like this:

• A dawn surf
• Unstructured play with my daughter in the morning.
• Start work at 9:30 am.
• Have a swim with my daughter after her sleep
• Finish work by 4 pm, and go for a gym session.
• And finally, unwind with some quality family time before an early night.

My 5 minute talk

Recognising Constraints and Prioritising

By recognising the constraints of my day, I’ve been forced to decide what’s most important with work, what can be delegated and what can be cut out entirely.

I feel it’s made my business simpler, and it forces me to focus.

Eliminating Habits
On the flip side of the ‘1% habits’ coin, I’ve also asked: “What can I try cutting from my life that doesn’t serve me anymore or just isn’t as important as the rest?”

One standout was alcohol.

It was something I could easily do without, and its absence would no doubt make me feel and perform better.

I’m now 10 months into an alcohol-free experiment, and I’m stress-free, calm and have much more energy. I don’t feel like I’m missing out on anything.

One final mindset shift

“Living in the Gain, not the Gap” is a concept from Dan Sullivan. It has been a game-changer.

It’s about appreciating the progress rather than dwelling on where you feel you could or should be.

Again it’s very simple, but high-impact.

Two Books
Two reads that have changed my perspective this year are:

• “10X is Easier than 2X” by Dan Sullivan with Dr. Benjamin Hardy. It challenges conventional thinking and pushes for exponential growth.
• “Atomic Habits” by James Clear. It’s deep dive into the power of habits and how tiny changes can lead to remarkable results.

This year has been about intentional living, focusing on my priorities, and aligning actions with my identity.

So far it seems to be working.

Does any of that resonate with you?

Let me know.
 

Cheers,
Ads

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

“I don’t want to disturb people”…. Can you relate?

A lot of the conversations that I’ve been having with clients in my coaching program have revolved around this notion when it comes to marketing, that “I don’t want to disturb people.”

I’m sure that many of us can relate to this because why would we want to disturb people? Right?

But it’s quite a limiting belief if you view it that way.

And what I want to talk to you about now is just reframing that concept of “I don’t want to disturb people” to… “people actually want to follow somebody who they know, like, and trust.”

When you are that person, you’re not disturbing them at all.

You are showing up at the right time. You are often showing up before they need you, and you are helping guide them on the journey.

Whatever that outcome is that you and your business can help them achieve, you are wanting to find people who are going on that journey and who want to get to that outcome because those are the people that are crying out for someone to lead the way and guide them through it.

When you think about it, you don’t need a lot of people.

Most people, if they had a dozen new clients, then that’s a complete game changer for their business.

Now I’m talking typically professional services and high-value engagements, but a dozen new clients is a game changer for most people.

You don’t need a lot of people to achieve this.

There are a certain number of people that need to know who we are.

Currently, they might be strangers, so we need to introduce ourselves to them so that they know us.

Then we just need to nurture them through this know, like, and trust process.

Of course, some of the people that you introduce yourself to aren’t necessarily going gel with you or they’re not going to like you, or they’re not going to be aligned to your core values.

That’s okay.

But there are going to be a lot of people who are.

They will move into this ‘like’ phase, and then some of them over time are going to ‘trust’ you because you’ve been there holding their hand through the journey.

Then of course, some of them are going to want your actual help and will engage you at the end of the day.

To get the Dream Dozen clients, we’re not talking about having tens of thousands of connections.

We’re not talking about being an influencer and putting your face all, all over social media and running all these ads and all this kind of stuff.

We’re looking to find people that are going on this journey, who want the outcome that you can help them achieve. We just need to find a few hundred people like that because as they go through this journey, they’re going to get to know, like, and trust you and they’ll become your clients.

I’m talking about this more and more in terms of the process to get your Dream Dozen clients.

If a dozen new clients would be a game changer for your business, pay attention to the material that I’ll be putting out.

Let us  know your thoughts over on LinkedIn.

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

Recently, I asked a question of readers of this newsletter & my LinkedIn connections:

“Have you ever received a negative comment on social media?”

The results are in.

Negative comments happen a lot.

And if you’re in the “It’s Not Happened Yet” category it’s probably just a matter of time until it does.
In my own experience, I’ve seen a negative comment land someone in jail for a night (true story!)

And on a separate occasion I saw the removal of an inappropriate comment get the group administrator named in the local newspaper (…this happened to me)!

Luckily there were plans in place before these events unfolded.
The worst time to be formulating a plan to respond to a crisis is in the heat of the moment.

The best time to plan is before anything happens and you have a calm mind!
So to the people who voted in my LinkedIn poll, I offered my Negative Comments Response Template (PDF).

And it’s yours today if you want it.

Download the Negative Comments Response Template (PDF)

Finally, if you’re ready to take your social media and digital marketing to the next level, let’s chat.

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

Embracing imperfect action, patience, and showing up.

In marketing, waiting for perfection will hold us back.

Instead, celebrate ‘imperfect action’—the decision to start, the courage to ship, and the surrender to how it pans out.

Every imperfect step forward brings us closer to our clients, and our goals and unlocks valuable relationships along the way.

Marketing also requires patience.

Trust the process, allow time for lurkers to come out of the woodwork, and enjoy nurturing long-term relationships.

Showing up means you’re there when people need you, or before they need you.

You’re the leader people want to follow simply because they like you and what you stand for.

You don’t need to be for ‘everyone’.

Nor do you need to plaster yourself all over social media to build visibility, credibility, and trust.

It can be done under the radar – to your small tribe of disciples.

Disciples who aren’t devoted to you (it’s not about you!), but who are devoted to the outcome you can steer them to.

Your job is to hold their hand.

Marketing isn’t just about the end result—it’s about enjoying the journey and the relationships.

Remember that imperfect action, patience, and showing up are stepping stones to results. Small results turn into big results.

Start the journey, celebrate your progress, and you might just surprise yourself.

Just like fishing with my daughter for the first time… We embraced imperfect action, patience, and showing up.

It was fun and we even caught a little fish – which we threw back.

Let me know your thoughts on LinkedIn.

This post originally appeared on the Bluewire Media blog.

PS. When you’re ready, here are 6 ways we help consultants & advisors grow:

1. Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over 1 million times and featured on Forbes.

2. Read a free chapter from our book. Web Marketing That Works — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. DIY with the 50+ Script Library. It’s for connecting with new people and nurturing them into high-value clients.6. Let’s brainstorm how to fill your marketing funnel. DM the word “INTERESTED” via Messenger or book a 20 min slot to talk on Zoom.

Let’s talk about how content on platforms like LinkedIn should be driving you towards commercial outcomes.

When I did a poll of my LinkedIn connections recently, 51% of respondents said that content was the key driver of their business growth on LinkedIn.

Now I want to show you how you can amplify that and maximise the content that you are publishing because it is a popular topic in my LinkedIn workshops and also the coaching conversations I have had with clients recently.

Content publishing is absolutely fantastic because it keeps you top of mind. It keeps you visible and it helps build up the know, like, and trust factor.

But content on its own won’t contribute to the commercial outcomes as quickly and reliably if you just do it on its own. So let me share with you what I suggest doing in tandem with your content.

So there’s two things to consider here.

The first is, I guess there’s content which is above the surface. So everybody, well, not everybody, but a lot of people in your network will see it. You might have hundreds or thousands of impressions or views on a piece of content, and that’s great.

But also you’ve got to consider what happens under the radar that no one else sees, and that’s your private messages.

We want to be doing both – content & DMs.

Also keep in mind that I think the reason why content is so popular and why content is something that people want to learn more about, is because 99% of people on LinkedIn in particular are lurkers.

They’re actively paying attention, they’re logging in frequently. They’re viewing it on their phone or their computer. They’re observing and consuming the content, but they themselves aren’t actually actively publishing any content.

The recent studies that I saw, I think, there was over 800 million users on LinkedIn, and yet only 3 million people actively published content.

So what this means is it’s a huge, huge, huge opportunity to rise above everybody else and be visible.

Less than 1% of people are publishing content, which means it’s a huge opportunity for you.

Now, what we need to do back to this diagram, what we want to do is consider that content’s above the surface, DMs, private messages, direct messages, whatever you want to call them, are under the surface, under the radar.

So content is great, lots of people are going to see it, and now the opportunity lies with engaging with people that like your content that vote in a poll or that leave a comment and starting a private conversation with them because that brings you under the radar into the private or direct messages where the commercial outcomes typically stem from.

5 Step Nurture System

If you are familiar with my 5 Step Nurture System, you will know there’s 5 stages:

1. Connect,
2. Start a conversation
3. Gauge whether they’re interested
4. Have a hand-raiser type question (aka ‘Shake the tree’), and then when they respond favourably to that
5. Book in a sales call.

So these are the five stages we want to be nurturing people through.

And the best way to see who is the most interested is to be publishing content. And then those people that engage with that content, then we move them down under the surface, under the radar. Into a private message or a conversation. Team, I hope that helps.

That is something that when you do the two in tandem content plus the private messages, that’s when we can really start to not only build trust at scale, but also fill the pipeline with qualified, interested people that actually know like, and trust you.

Hope that helps.

My name’s Adam Franklin and if that was useful, here’s a to subscribe to my LinkedIn newsletter.

Cheers,
Ads

This post originally appeared on the Bluewire Media blog.

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

I wasn’t going to share this story outside of my coaching group but one of my clients said “Adam, you should.”

“If it means one more person realises ‘this is a thing’ and does it, then it will be worth it.”

This story is totally unrelated to marketing — but it is ALL about marketing.

So here we are.

I’m in hospital as I write this to you because I’m a bone marrow match with a recipient who needs a transfer.

As the donor, I have started daily injections to boost my bone marrow stem cell production. 

In 5 days we’ll do the actual extraction/donation and it will be sent off to the recipient.

I’ve been on the bone marrow donor registry for a few years now.

Why?
Because I was asked to. Simple as that.

Of course I said yes because I knew it could help someone who needs it, but it started with a question.

My journey actually started way earlier.

Half a lifetime ago, I got in the habit of giving blood when the Red Cross Blood Bank van came onto the university campus every 3 months.

Volunteers stood outside the van and asked the question, “would you like to donate blood today?”

I said “yeah, sure.”

After years of regular donations, a nurse asked me “would you like to donate plasma as well?”

I said “yes, sure”.

Years later again, a nurses asked me “would you like go on the bone marrow registry?”

I said “yes, sure”.

When I matched with a recipient, they asked “would you like to proceed with the bone marrow donation?”

I said “of course”.

Each time, it started with a simple question.

I didn’t actively seek them out and insist on donating blood, plasma or bone marrow.

However because they asked a simple question, it started a conversation which lead to a successful outcome for both of us.

I presume you can see the similarities with what you’re doing with you marketing and lead gen.

If you don’t ask the question, your clients can’t say yes.

In a few days I’ll ask you the question if you’d like to know about my new course. It’s the DIY version of my coaching program — keep an eye on your inbox.

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PS. Some marketers might be reading this thinking… you could’ve got a way higher click rate if you’d used the Title: I’m in hospital but I think you’d agree, that’s not my style.

This post originally appeared on the Bluewire Media blog.

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

Who’s got the better work ethic in your business…?

‘You’ (ie. in real life) or the ‘digital version of you’ (ie. online)?

I posed this question at the recent AREC conference.

If most of your prospecting, marketing and lead generation activity is conducted in “real life” and in “real time” by “you” (ie. in face to face or Zoom meetings or on the phone) then you are leaving a huge opportunity on the table.

Why?
Because the ‘digital version of you’ can be doing the lion’s share of the heavy lifting and free you up for the for high-value stuff!

If there’s no ‘digital version of you’ then when you’re not working, nothing is happening.

How do I create ‘digital you’?
If you can take the IP, knowledge and insights from your head and package them up as content like videos, reports, email series, documents and articles, then the ‘digital version of you’ is unleashed to work 24/7 even while you are on holiday, asleep or spending time with family.

**For the record, “real time, real life” input from the real you is very important especially when it comes to closing deals and building personal connections. So save that precious time for the high-value, high-stakes interactions!

If “digital you” doesn’t exist or isn’t pulling its weight, you are making it much harder for yourself, and your prospective clients to get to know, like and trust you.

“Digital you” has the ability to outwork the “real life you”.

Plus ‘digital you’ will support you in so many ways, so I encourage you to consider how you can:

unpack your IP, knowledge and insights and
package it up so that it supports your marketing, lead gen and sales efforts.

Convert your IP and know-how into digital assets like:

Videos, webinar recordings, proposal walk throughs, articles, templates, email series, training courses etc.
Every digital asset you create is an opportunity to put “digital you” to work!

I’m curious does this concept resonate with you?
(Please let me know in the comments)

This post originally appeared on the Bluewire Media blog.

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom

A fake negative comment could occur on your Google reviews, on your Facebook page or even your LinkedIn profile — and it’s quite a scary prospect because it could impact your business!

I’ve spoken at a few conferences lately and it’s attendees’ most common fear!

Watch this short video to learn what to do with fake negative reviews (as well as real negative reviews).

Watch the 08:18 minute training here
or on
Facebook Group | LinkedIn Live | Website | YouTube

Firstly let me start by saying that a real/legit negative review isn’t a bad thing (…even though it may feel that way!)

Provided you have lots of positive reviews, reasonable people reading the reviews know that you can’t be all things to all people.

In fact studies show that a few negative reviews are actually good for business.

In the video I share how I’m not worried by my book’s 1 star review on Amazon:

The book’s content is good, however the file format is not compatible with my Kindle (I bought only two years ago). Amazon Kindle, you really screw up consumers!

Now, secondly, let’s look at how to respond to a fake negative comments.

If you suspect the reviewer is not a real customer (aka a fake reviewer), try this format:

“Hi _______, I can’t seem to find any record of you in our customer database. Can you please contact me on { email or phone number} with the details you used to purchase/sign up? Then I can find you in my system and I can resolve this issue for you.”

This format works out if they are a legit customer or not, and also makes it clear to other people that this negative reviewer may be a fake.

I hope that’s been useful.

If you’d like a framework for replying to 6 different types of comments, please download the free Negative Comments Response Template

This post originally appeared on the Bluewire Media blog.

PS. When you’re ready, here are 5 ways help consultants & advisors grow:

1. Download the Web Strategy Planning Template (PDF). Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over one million times and featured on Forbes.

2. Read a free chapter from our book: Web Marketing That Works — — an Amazon #1 best seller.

3. Join the private group on Facebook. Access free training resources, and hang out with 2,300+ peers.

4. Discover your marketing score. Take the 40 point Marketing Scorecard (in < 6mins) and get a customised report.

5. Order my LinkedIn Profile Makeover Workbook: Give your profile the makeover it deserves and put your best foot forward.

6. Let’s brainstorm how to build a hands-off marketing pipeline. Book a 20 min slot to talk on Zoom