How-To Posts

Creating Trust By Providing Value

 The Goal of The How-To Post
• Demonstrate Substance (More than just “ u ”).

• Create trust by delivering results in advance.

• Actually help people.

• Triggers “Fully Connected Emotions”

• “They care about me”

• More con dent

• Like a better person.

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ALWAYS KEEP IT SIMPLE
 Your Core Messaging Pillars
• Your entire brand should be built around three core messaging pillars.

• These “pillars” are simply three MAIN THINGS your audience needs to do/know in order to get what they want.

• Example - if I want to brand myself as “The Branding Guy”, here are my main three pillars on that topic:

• Huge opportunity with Social media - now more than ever.

• The winner will be the one who provides the most value.

• It’s OK to make o ers, and you SHOULD make o ers

• Example - if I want to brand myself as the “Hard Core Direct Response” guy here are my main three pillars on that topic:

• Direct response is better than anything.

• Now is the best time ever.

• O er is King.
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 Talking Points In The Pillars
• Pillar: Huge opportunity with Social media - now more than ever.

• Is clubhouse worth it? (How to use it)

• How to target.

• How to research.

• How to go live.

• The winner will be the one who provides the most value.

• How to provide value

• How to tie in current events

• How to see what resonates

• It’s OK to make o ers, and you SHOULD make o ers

• How to make soft o ers.

• Di erent types of sales processes

• How to retarget
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RULE 1: (AGAIN) ALWAYS
KEEP IT SIMPLE
RULE 2: IT’S TOTALLY FINE TO
MAKE AN OFFER IN THESE
POSTS.
Common Problem Framework

• State (or tell story about)

common problem.

• Give common sense

instructions on how to x
it.
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Simple Steps Framework

• Write three simple steps

to get what they want.

• Explain them (or not, as

you’ll see in the example).
Simple Steps Framework

• Here’s a better example

The Question Answered Framework

• Find A Common Question

• Answer it.
The Decide To Talk About Something On Video And Just Talk About It
Framework
 The Classic Off The Cuff
Framework For Live streaming
 Hey guys good to see you. Type yes if you can hear me OK.

DUMB STUFF OK if you don’t know me, my name is [NAME] and I help people [RESULT]
…but now how you might think.

INTRO But before we get started ..

OFFER Clients come to me because they want [result].

And even though they [qualify], they tell me they [frustrations]

Intro To Result And Frustration And they tell me they feel …

Emotions And I tell them [POINT]

Point By the way …

O er
It reminds me of, it’s like, let me tell you a story …

Story So the main thing is to [POINT] and one thing that’s always really helpful is [TIP]

Recap and Useful Tip

And if you’re really serious about …

O er

Acknowledge, Answer, And Close

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 The Classic Off The Cuff
Framework pre-Recorded Video
Posts
 My name is [NAME] and I help people [RESULT]
…but now how you might think. Today we’re going to talk about [TOPIC]

INTRO But before we get started ..

OFFER Clients come to me because they want [result].

And even though they [qualify], they tell me they [frustrations]

Intro To Result And Frustration And they tell me they feel …

Emotions And I tell them [POINT]

Point By the way …

O er
It reminds me of, it’s like, let me tell you a story …

Story So the main thing is to [POINT] and one thing that’s always really helpful is [TIP]

Recap and Useful Tip

And if you’re really serious about …

O er
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