Your Free Content Is Creating Competitors, Not Clients

Online coaches and consultants, if you’d like to sign your dream clients and scale, there's a link below that shows how we can help. It's a funnel, obviously, but it explains what we do if you're looking to scale. 

https://youtu.be/P_H2U2jxYCQ 

A lot of creators think giving away more information automatically leads to more sales.

That’s not always true.

Sometimes the more you give away, the less reason people have to buy.

When you hand over your entire step-by-step process for free, you are not creating buyers. You are teaching people how to try doing it themselves.

That’s where many coaches and creators get stuck.

Their content gets attention. People save it. Share it. Compliment it.

But the offers still do not sell.

The problem is not the quality of the content.

It’s that there’s no gap between what people get for free and what they would pay for.

And if someone already feels like they have the full solution, the buying decision disappears.

In this video, I break down how to create content that builds demand for your offer instead of replacing it.

I explain the difference between teaching concepts and teaching execution, how to leave room for curiosity, and how to turn one service into endless content without exposing the part people actually pay you for.

Transcript

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If you are an online coach and you have any form of presence on social media, if you have an audience, you're posting content consistently, I'm sure you've heard people say that you should give everything away for free in your content, and that can help you and hurt you at the same time. So in this video, I'm going to explain to you the right way to give value in your content to create customers on the back end and not competition. Because one thing that needs to happen for someone to go from a viewer of your content to a person who buys your product is tension. There needs to be tension between what you just gave them for free and what they get inside of your program. And if you do not create that tension, you're going to create a situation where you don't get as many clients as possible from your content. And I say this as someone who we've helped literally dozens of clients make millions of dollars from events where all we do in those events, quote unquote, is teach content, right? And at the end, we sell a product. So we've mastered the way to teach without actually giving away the thing that you teach inside of your program for free, and that way you can create enough tension to actually create customers on the back end of your content. So it's very, very important for you to actually take this very seriously because you don't want to give everything away for free, technically, you want to create a situation where there's enough tension between what you teach them and what they get inside of your program. So the first thing you need to understand is if you have a done-for-you service or a software that does something for someone automatically, you can get away with giving a lot of information away for free. If you offer like some type of custom one-on-one help that is very specific to each person, which is very rare, by the way, you can get away with giving a lot of value away for free because you can basically show them the manual way, and then at the end, you'll be like, Oh, if you want me to do this for you, then you can join my program, and that creates that tension that you need in order for you to get someone to purchase your program. So all you need is tension, really. And you notice that the more you give inside of your program, the more you can give away for free. Literally, so the more value you provide inside of your program, the more you can give away for free inside of your content. So if you have a program that solves a very high dream outcome for your prospects, you reduce time as much as possible because you do stuff for them, you reduce effort as much as possible because you do stuff for them, and so on and so forth. You can give away as much value as possible in your free content. But that's not the case for everyone. So this video is still going to help you, regardless of whether you have a done-for-you service, a software business, or anything at all. So, this is what is called the before and after bridge, and every one of your prospects right now, they are here and they are trying to get to here, and this is a bridge between where they are right now and where they want to be. So there are multiple things that can get them from point A to point B, as you can see here. And what I mean by creating tension here is you literally want to help them say you help them halfway, and then you say, Oh, if you want to go the rest of the way to this place, you need to do all these steps that you get inside of my program. Because honestly, if you help them the whole way, they are not going to buy the program, you will not create tension. Or you can have like multiple steps. Let's say you have one, two, three, four, five, six steps to get from A to B. You can help them with one step and say if you want step three, four, five, six, then join my program. You get step three, four, five, six. Those are the different types of things that you can do just to bridge that gap between where they are now and where they want to be. And if you don't properly bridge that gap, you're going to find it very, very difficult to sell your programs through content, especially if you have an IT care program. Like if you sell courses, if you sell like $30 products, $50 products, then you can get away with just giving away value and then selling more courses with that. But if you offer like proper high-ticket coaching, you need to be very, very careful not to give away your proprietary information online and teach people how to do the thing because once you teach them how you're going to find it hard to convert them into customers once you've shown them how to do the thing. So, yes, there's people who want customization, implementation, and so on and so forth. But the goal here is not to work with only a like one percent of people, you want to create a content system where it allows you to still provide as much value as possible, but still sign as many clients as possible, and that's where people like make the mistake. The thing is either A or B. So it's not give away everything for free and get very little clients, and it's not give away nothing and get plenty clients. You have to find a balance between giving as much value as possible away while still creating a system that allows you to get as many clients as possible from the system that you create using your content. So that's the key thing to note here. So, how do you teach your content without giving away everything for free? And this applies to like YouTube videos, like Instagram content and stuff, but it applies more to virtual events like challenges, webinars, and so on and so forth. Because that's where I have expertise. Like, I don't know how to grow a social media audience or anything like that. My expertise is in helping you sell with virtual events. So, like I said, this applies to content on social media a bit, but it applies more to virtual events. So, you want to teach the concepts and not the how to do the thing. So, if you teach someone the concepts that bind a particular topic, they will still leave your webinar, they will still leave your events feeling like they got a lot of value, but you still create a lot of tension because you've not still shown them how to do the thing, you've told them what it is, you've told them the concepts around the thing, but they don't still know how to properly execute on it, and that's how you create tension that gets people to actually join your programs and purchase your products at the end. So you don't want to teach the thing, you want to teach around the thing. So, what do I mean by that? First off, is you can tell them why it is important. So, let's use starting an aesthetic practice, for example. Literally, one of our clients does that. So, if I want to teach that topic inside of a webinar or an event, I'm going to tell you why it is important in the first place to start an aesthetic practice. Oh, it is a booming business right now. You can make XYZ amount and work X time per week. This is a much better opportunity for you than your current job right now. It is easy to do, it's easy to learn, and so on and so forth. I'm going to give you all the reasons why it is important for you to even start an aesthetic practice in the first place. So that's you teaching the concept and not the how to. So anyone who comes to that webinar is going to get value from you saying that. That's one. Two is you want to overcome fears and limiting beliefs. So, what are the common fears and limiting beliefs people have around um starting an aesthetic practice, starting a med spa? And fears they have is too much startup capital. I have to quit my job. I want to spend multiple years learning how to inject properly, and so on and so forth. So, you want to help them overcome all these fears. So, again, if someone comes to that webinar event and they feel like or they had the mindset before that they needed a lot of startup capital to start their med spa, they are going to get value from you helping them debunk that myth because it's like, oh, I thought this was the case before, but now I know this, and you've changed their behavior. And teaching is literally changing someone's behavior. So, once you can educate them enough to allow them to change their behavior, they've gotten value from your stuff. So, you want to also help them overcome all their fears, all their limiting beliefs. That's an example of you teaching around the thing and not teaching the thing itself. So, I'm not going to show you step by step how to actually start a med spa, I'm not going to show you how to like pick a niche, how to choose your location, how to structure your agreements. I'm not going to show you all of that, but I can teach you around the thing, and you'll still find it just as valuable as me teaching you the thing itself, right? So, you also want to frame a new mechanism to allow them to accept change. You want to do that as well. That's another way to provide value. So, with the med spa example, is there are different ways you can start your med spa. You can go big and go corporate where you spend a bunch of money to start. You can get a big brick and mortar business and like open like this multiple location thing. You can start lean, start with one treatment, high value treatment, and so on and so forth, and you can start a mobile aesthetic practice as well, very cost-effective, and so on and so forth. All of these are different mechanisms that you can use to still achieve the same goal of starting in Met Spa. And I'm now going to educate you on which one of them I think is my favorite and why. So you see how, like, you're still providing value, right? You're still providing value, it's just you're doing it in a way where you're teaching the concepts, you're teaching around the thing. Mechanism for change is another way to do that as well, where you're teaching around the thing. So, next thing is you also want to paint a picture of a bigger and better future. So, when you start your med spa, these are the things that you're going to experience, you're going to have time to spend with your kids, you're going to make a lot more money, you're going to have a legacy business you can pass down to your kids, you're going to have XYZ, you want to paint a picture of the future for these prospects as well. And again, you're still teaching. All of this is still teaching, all of this is still very valuable because if someone comes to your webinar or your event and they don't feel like starting a med spa can save them time, and you're able to show them that oh, actually, you can save a lot of time by starting your med spa because you can work less and make more money for the time that you're working. You again you've changed their behavior, you're giving them an epiphany, and once you give them one, two, three epiphonies, you're good, and you've gotten value from what you're teaching them, and you don't have to give away like your how to do step-by-step thing, right? And then another thing as well is to chunk down. So, one way you can repeat this cycle and literally have endless ideas for content is chunking down. So, with the med spa example, you there are different steps that are involved in starting a med spa. There's how to find a medical director, there is how to price, what services to choose, how to find the right location, how to market, how to use social media to get clients. There are different things that are involved, there are different steps that are involved to take someone from point A to point B. So you need to make sure that for every single one of those steps, you can literally repeat the exact same process all over again to have an unlimited amount of content that you can provide to someone. So you can start from scratch again and go, okay, let's use location, for example. So, why is it important to choose the right location? You want to explain that what are the different fears and beliefs they have around choosing the right location, what are the different ways to choose the right location, and what way do I think is the best way to choose the right location, and so on and so forth. So that's how you want to do it. So you can chunk down and you can have multiple different content ideas from just one topic, and for most people, it's going to be like your main thing that you help people do, or the main thing you help people achieve, and so on and so forth. So, the key thing I want you to take away from this video is you want to teach concepts and not the how-to step by step, because if you teach them the how-to step by step, they are not going to purchase the program at the end. You can get away with doing that if you still have enough tension between what you teach and what they get in the program. So, if you want to really be the type of person who gives away everything for free, teaches as much as possible in the content, you can still do that, but your offer has to be a lot better in the sense where there still needs to be enough tension between what you teach and what they get. Otherwise, you're not going to get as many clients as possible while still providing as much value as possible through your content. And some of the ways to actually make your offer much better is to add some done-for-you elements to reduce the time and effort it takes people to achieve the goal to increase the likelihood that you can actually help them achieve the outcome. Just the regular like value equation thing from Omozi, um, that will help you improve your offer drastically. So, if you the more you improve your offer, the more stuff you can give away for free, and the more modes you can build in the industry because whoever gives the most value away is going to win in the long run. So, I hope this video was useful for you. If you found value in this, make sure you like the video, make sure you subscribe to the channel, leave any comments if you have any questions, and thank you so much for watching. I'll see you in the next video. Bye.