Now that you’ve crafted a compelling title for your lead-gen and chosen a format, it’s time to get down to the business of crafting content that can deliver what you promised.
Many entrepreneurs assume that because they know the content so well, they don’t need to take the time to craft an outline, a script, or even rehearse. Or they tell themselves that structuring their video – or, heaven forbid, following a format or template – will limit their creative flow, spontaneity, or authenticity.
False and false again.
It may appear that your favorite thought leader or influencer is simply getting behind the camera and winging it, but if they are successful, that is rarely the case. Creating a lead-gen deliverable that engages a new prospect, positions you as a trustworthy authority, and gets them leaning into the next step in your customer journey is a learned skill for most entrepreneurs.
Effective and compelling lead-gen content is built on a proven framework that captures your prospect’s attention, draws them into an experience of success (no matter how small), and clearly calls them to the next action.
The ingredients are:
- A warm and genuine greeting
- A brief introduction – your name + your tagline or what you are best known for is all that is necessary.
- Ground into a restatement or paraphrase of the title of the lead-gen – this is why they came, so affirm their decision to give you their email address and their attention by confirming that that is indeed what you intend to deliver.
- Share why it matters – this is an opportunity to touch on the pain of NOT solving this problem, of not moving forward as well as begin to lead them towards what they can expect when they do.
- Reveal why most people fail, struggle, or don’t know what you will be sharing with them.
- Share an attention-grabbing twist on conventional thinking – this is optional, but if your content lends itself to a contrarian viewpoint or a past/present or present/future construct, that can enhance the viewer’s interest.
- Tee up what you are going to teach/share/reveal – this is the “tell them what you are going to tell them” step, which is a foundational strategy in effective curriculum design.
- Teach/share/reveal your process, steps, or methods – keep it sweet and simple! Just enough information and not too much. A KISS is all it takes.
- Summarize what you just taught/shared/revealed, including identifying markers of success. When you let your audience know how to perceive their success, they will be subconsciously seeking the markers you lay out for them and are much more likely to experience the outcome you promise.
- Invite them into a next-step.
- Sign off