If you've written any type of sales page or ad copy, you're probably familiar with the PAS Copywriting Formula: Problem-Agitation-Solution. Here's why you're better served revamping the PAS formula and what to use instead for writing copy, content, and your overall messaging approach as a speaker, coach, or consultant. In this episode of Copy & Content, you will learn: What are the three parts of the PAS formula? Problem, Agitate/Agitation, Solution Why the PAS formula doesn't truly serve yo...
Apr 16, 2021•13 min•Season 3Ep. 11
You're talented, experienced in your industry, and ready to help change lives... but you're an invisible expert for a reason. There are four deadly lies that are keeping you from growing your business - and if you reject these lies and replace them with truth, you will start going from invisible expert to can't-miss expert in your industry. In this episode of Copy & Content, you will learn: The first lie invisible experts believe is that they're not ________ enough. The second lie invisible ...
Mar 05, 2021•12 min•Season 3Ep. 10
"I'm just not seeing the results I want to see in my coaching business. What am I missing?" After working with over 1,100 coaches and consultants one-on-one since 2017, these four components are crucial for any coaching business if you want to attract and close more clients. In this episode of Copy & Content, you will learn: Why it's not always about niching down as far as possible as a coach - it's all about right-sizing your niche Why you need both a Market Pathway AND a proprietary proces...
Feb 15, 2021•11 min•Season 3Ep. 9
Is it better to create brand-new content as much as possible or focus on repurposing existing content? It depends on your industry, how developed your content ecosystem is, and where you're wanting to go with your message as an industry expert. In this episode of Copy & Content, you will learn: Why any aspiring thought leader needs to create 'cornerstone' content BEFORE creating 'brick' content Why one-and-done content strategies limit your content's growth potential to around 10% Two of the...
Feb 12, 2021•14 min•Season 3Ep. 8
One of the best investments any coach can make is in developing their customer journey map. We call this your Market Pathway, a seven-stage process for attracting, engaging, and signing on the right coaching clients who you know you can serve the best. This concept of mapping out a Customer Journey was first mastered by Ron Zemke and Chip Bell many years ago and Market Pathway Mapping is what I've learned from working with over 1,100 coaches and consultants one-on-one since 2017. In this episode...
Jan 31, 2021•21 min•Season 3Ep. 7
"So, where are we going with this coaching program?" For many coaches, that question is enough to stop them in their tracks. Not you though, no, you have a great proprietary process that's documented and defined so your coaching client and prospects know exactly what to expect and where they are in the process. So, how do you build that proprietary process? In this episode of Copy & Content, you will learn: Why you need to think about your client or prospect's MVP: Minimal Viable Pathway to ...
Jan 22, 2021•13 min•Season 3Ep. 6
Choosing your target market (your 'niche') is one of the fastest ways to start growing your business as an industry expert, but how do you align your new message with your niche? In this episode of Copy & Content, you will learn: Four key steps for niching down your message to connect with the right niche market for your business. How to focus on the first 100 prospects with your messaging inside your niche market Why you need to label or name your market niche in your messaging The value of...
Jan 21, 2021•15 min•Season 3Ep. 5
Growing your business through podcast guest opportunities gives you the flexibility and reach you need from anywhere at any time. The challenge is finding the right podcast guest openings that align with your message. In this episode of Copy & Content, you will learn: The top three podcast directories for finding podcast guest openings How to leverage Amazon Bestseller Lists to find podcasts with guest opportunities The two best media platforms for podcast guests Why associations and organiz...
Jan 17, 2021•11 min•Season 3Ep. 4
Being a great guest on podcasts is one of the fastest ways to grow your business and impact as an industry expert. So, how do you get on more podcasts? What's the right way to pitch yourself as a podcast guest? ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you...
Jan 13, 2021•12 min•Season 3Ep. 3
Whether you're creating a new webinar, creating a new training series, or wanting to speak at more events, having a great talk title, description, and takeaways is crucial. Here is the best approach to creating an irresistible talk topic, description, and takeaways that will catch anyone's eye. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages ...
Jan 11, 2021•11 min•Season 3Ep. 2
One of the fastest ways to grow your business as an industry expert is by being a guest on relevant, growing podcasts. So, how do you get to be a guest on a podcast? Where do you start? How do you find great podcasts that align with your business and also have the right audience for you? ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarka...
Jan 08, 2021•12 min•Season 3Ep. 1
Two of the worst enemies to a coach's marketing are lousy content and unpublished content. What's the fastest way to create great content as a coach without sacrificing quality heading into 2021? Jon Cook shares what he's learned from working with 1,100 coaches and consultants one-on-one since 2017 and writing almost three million words of content. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches a...
Dec 31, 2020•13 min•Season 2Ep. 34
"Blogging is dead!" "Videos are oversaturating the market" There are so many opinions about whether blogs or videos are better for building your business. How do you know whether blogging or video is better for growing your business in 2021? In this episode of Copy & Content, Jon Cook, founder of Keynote Content, shows you how to know whether blogging or video (vlogging) is better for your business. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your...
Dec 24, 2020•13 min•Season 2Ep. 33
Yes, blogging is still one of the most effective marketing tactics for growing your business as an industry expert. Where do you get started though? What's the best way to start your blog in 2021? Learn the exact steps you need to launch and grow your blog in 2021 and beyond. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear an...
Dec 18, 2020•15 min•Season 2Ep. 32
After generating millions of dollars in sales for clients working with over 1,100 coaches and consultants one-on-one, this is the best, most effective copywriting framework I use for sales pages and website copy. It is the #1 formula I'm using to write any type of copy heading into 2021. ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarka...
Dec 11, 2020•13 min•Season 2Ep. 31
The group most likely to change the world are heart-driven entrepreneurs. And yet, it's not enough to simply say "Your message matters." What you need is to know how to leverage that message in the right context to maximize your impact as an industry expert. In this video Jon Cook, founder of Keynote Content, #1 international bestselling author, and creator of the Expert Message Method, shares the three elements you need as a heart-based entrepreneur to create the impact and results you need wit...
Dec 03, 2020•14 min•Season 2Ep. 30
When COVID-19 disrupted the entire speaking and coaching industries in March 2020, one key word was "pivot". Now that we're starting into 2021, it's time to make the second pivot with your message. What changes do you need to make? Where is your audience needing you to show up more that's different than your first pivot? ---- Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speak...
Nov 19, 2020•15 min•Season 2Ep. 29
So you want to create great content for the holidays? It is about a couple of weeks before Thanksgiving. You're saying, "I don't know, I haven't created any holiday-themed content. I don't have any ideas. I didn't know where to start." What I'm going to show you today is how to create great last-minute holiday-themed content, even if you have zero ideas and no content created already. My name is Jon Cook and I'm the founder of Keynote Content. I am a #1 international bestselling author, and I am...
Nov 12, 2020•12 min•Season 2Ep. 28
Hey, it's Jon Cook with Keynote Content. I wanted to connect with you today because specifically when you look around the world with COVID-19, it's disrupted virtually every industry in the world. And then with the recent U.S. Elections, and there's still some uncertainty about kind of the fallout from that, what that might mean from a change standpoint, opportunities, loss opportunities, whatever it might be. There's just a lot of stress. And what your audience is needing right now is that they...
Nov 06, 2020•16 min•Season 2Ep. 27
So you want to get booked on more podcasts, but you say, how do I put together the right podcast info sheet or a one sheet? What is a podcast one sheet? Well, I'm going to show you how to create a best podcast one sheet that will get you booked on virtually any podcasts you actually want to be on. So we're going to jump in with the first little detail, what is an info sheet? What is a podcast one sheet? Well, a podcast one sheet, think of it like a one to two page info that has some information ...
Oct 29, 2020•12 min•Season 2Ep. 26
So you want to be the best podcast guest ever. How do you make that happen? What do you need to do ahead of time? What do you need to do during the podcast? And even what do you need to do after the podcast to make that a reality? My name is Jon Cook. I'm the founder of Keynote Content. I am the creator of the Expert Message Method, a number one international best-selling author. And I'm here to show you how I've guided over 800 different speakers to get on more podcasts and the different tips a...
Oct 22, 2020•13 min•Season 2Ep. 25
It's Jon Cook with Keynote Content. Thank you so much for connecting with me today. I want to talk with you about virtual summits. Now of course, with COVID-19 disrupting so many in-person events and we're still quite aways away from seeing more in-person events coming back, a lot of questions I hear from clients of ours, who are speakers, are saying, "How do I leverage my time as kind of a virtual summit contributor?" Whether as a panel contributor or as an actual feature guest, "How do I use t...
Oct 15, 2020•14 min•Season 2Ep. 24
Hey, it's Jon Cook with Keynote Content. Thanks so much for joining me. We are in the last of the four-part series we've been doing, talking about neuroscience, talking about specifically the four main chemicals inside your brain, inside your audience's brain that you want to be able to activate, and then connect on that activation with your products and services to better serve your audience. And again, as we go into all of this content and we talk about neuroscience, there's this amazing power...
Oct 08, 2020•14 min•Season 2Ep. 23
Hey, it's Jon Cook with Keynote Content. Thanks so much for connecting with me today. I want to connect with you about the four main chemicals inside our brain. We have dopamine, oxytocin, serotonin, and endorphins. Not just the main chemicals but the main happy chemicals... The chemicals that your audience wants to experience through your products, your services, your coaching, your talks, your webinar, or whatever might be. When you give a message with your audience, those are the four chemica...
Oct 02, 2020•12 min•Season 2Ep. 22
Sign up for Summit Talks with Mark Wade to catch my session on "Neurempathy: Why Your Audience Craves a No-Bulls*** Perspective from Someone Who's Been In Their Shoes". We're giving away a Summit Pass for Summit Talks (valued at $70). You need to sign up for Summit Talks and screenshot me a copy of your registration and I will choose one person to win our complimentary Summit Pass. Grab your spot for free here: https://bit.ly/summit-talks-JC ------------ Being an expert doesn't mean you automati...
Sep 25, 2020•44 min•Season 2Ep. 22
It's Jon Cook with Keynote Content. Thanks so much for joining me. Last time I connected with you, I talked about the first of the four happy chemicals that our brains have, dopamine. We have the four main brain chemicals, dopamine, oxytocin, serotonin, endorphins. What it is, I spent the last four years spending a little over 11,000 hours, investing over $50,000, researching neuroscience, doing testing, split ad testing for Facebook Ads, Google Ad, copy, sales page copy. What it is, I found out...
Sep 17, 2020•13 min•Season 2Ep. 21
Hey, it's Jon Cook with Keynote Content, thank you so much for joining me for today. What I want to walk you through is the understanding of how our brain is wired for four main chemicals, dopamine, oxytocin, serotonin and endorphins. Those are four chemicals that some people refer to as the happy chemicals, or the upbeat, positive chemicals in our brains. They're the brain chemicals that are tied to desire and fulfillment and happiness. Things that we could all use a little bit more of in our l...
Sep 10, 2020•14 min•Season 2Ep. 20
Hey, it's Jon Cook with Keynote Content. Thank you so much for joining me. For today, we're going to talk about mission statements. And frankly, I think you should just ditch whatever mission statement that you have, even if you say, "I really like it. I worked so hard on it." Hear me out here. I believe that mission statements are basically bingo sheets of buzzwords. They're this conglomeration of words that we expect to see inside a mission statement. Now think about the last time that you loo...
Sep 04, 2020•13 min•Season 2Ep. 19
Hey, it's Jon Cook with Keynote Content, thank you so much for joining me today. As I talk with different coaches, speakers, industry experts, they're saying, "I have my website, I put it together but my traffic goes to all these different pages. Whether it's going to blog articles, whether it's going to a lead magnet, whether it's going to the about page, or services page. How do I make sure that [inaudible 00:00:22] coming into my website... Is there a preferred landing spot that I want them t...
Aug 27, 2020•13 min•Season 2Ep. 18
Hey, it's Jon Cook with Keynote Content. Thank you so much for joining me today. While you're watching this, as you're listening to this, what I would love for you to do is hit the subscribe button. You can connect and catch up with content as I share it each week. And today, I want to talk about how to align your messaging, how to align the way that you talk about your services, your business, for the right prospects, for the optimal fit. Something I've found about four or five years ago. Reall...
Aug 21, 2020•13 min•Season 2Ep. 17
