this is the content ideation Matrix and it is the simple framework that you can use if you want to create content that will actually bring in business to your business if you want prospects to watch your content and then hop onto sales calls and practically beg you to take their money then this is the type of content that will allow you to do this now this is the framework that I Implement with all of my clients I've worked with some of the biggest personal brands in this space both on the front end with client acquisition
and on the back end with sales funnels and sales calls and all that stuff and I also implemented this framework on my own to be able to sign High ticket clients at only 144 followers and a few thousand views basically what I'm trying to say is if you want to use your personal brand specifically to sign in clients for your business High ticket clients whether that's as a coach consultant or agency and you never want to run out of content ideas you want extreme Clarity on what content to make next and you want to be
able to use that content to attract those ideal clients those dream clients all without having to go viral without having to have a lot of followers having to get tons and tons of views and do these like silly little clownish gimmicks on the internet that let's be real nobody really wants to do then this framework work is meant to be your golden ticket okay now I promise you you've probably heard some of these Concepts before that's on this framework like your a addressing pains addressing dream outcomes but I promise you in this video when I
explain to you this framework and how I think about it you're going to have a new Fresh perspective on it CU I'm going to go super in depth and super detailed like you've never heard before okay now to start it off I want to address the biggest misconception most people have about personal branding about creating content most people think that your personal brand is all about you and I understand the misconception because it's quite literally in the name it's your personal brand so you think like oh my personal brand is just going to be a
giant egotistical Monument to myself but this will hurt your business if you approach content in this way your personal brand if you are running a business is not about you it's about how you can use yourself how you can productize yourself to serve your ideal clients right to give value to your ideal clients while you are using yourself to attract people into your business those people will never actually buy from you will never actually listen to you unless you start speaking in ways using yourself using your expertise to give a selfish benefit to your prospects
okay so if we want to do that if we want to create content that will benefit our ideal prospects the first thing we need to do is Define exactly who our ideal Prospect is who our ideal client is and how we start to do that is we first Define the basics so the basics would be what is their role are they a CEO are they an agency owner are they an email marketer are they a sales rep right what is the exact role you're trying to Target with your offer and then we want to get
into age ranges perhaps you know you don't maybe don't want to work with anybody over 45 because you're a younger person you like to work with young hungry people so Define the age mineus 22 to 35 Define the location do you only want to Target english- speaking countries only US based because all the money is in the US do you want to Target spanishs speaking countries because you're Hispanic you got to decide that next we can do income right this is both for you want to not attract any broke people you know you only want
to attract people who can actually afford your offer but also there's probably a specific income range where you can help out your prospect the most for example a very common and popular offer is if you're running a successful agency at like 50 to 100K a month then you want to Target agency owners at 10 to 20K a month who are kind of in a rut and you can show them how to scale show them how to clear through their bottlenecks right and then finally you want to write down some basic character traes you know hardworking
easily coachable ready to invest in themselves so you want to Define these basics out first and this will serve as a Bedrock a foundation for everything I'm going to talk about later okay now you've probably actually already knew about defining your I but an exercise that I like my clients to do is after they've written out this template filled out this template I like them to storytellin the life of your I so this really helps us actually get into the psyche of our Prospect when we know what they're thinking about day-to-day what their kind of
day in the life looks like the struggles that they're going through the things they're trying to implement the dream outcomes they're trying to push for when we actually tell that in a specific story give this person a name give this person a personality give this person a life when we breathe life into our a it will really help us empathize with our IA and really intimately get to know our IA and that will reflect in our content right so after you've defined your AA tangibly rationally logically you want to get into the emotional side the
storytelling side the empathetic Side by getting into their day in the life okay and then from there that's when we can really understand two things what are their main plan points and what are their dream outcomes and this will be probably 60 to 70% of all of our content addressing our ic's pains and guiding them towards Solutions all right so for example in this very video I am addressing a paino for my a business owners that want to create content and actually attract clients and are confused about what content to make that's a big pain
point for a lot of business owners it's probably why you're still watching this video right now right and the dream outcome is knowing exactly what content to create right never being confused about content and knowing that your content will attract your ideal clients so you want to know what that is is for your Niche or industry and for your IA and you want to write down 10 to 20 content ideas on pain points and 10 to 20 dream outcomes that they would want and I know 10 to 20 pain points and 10 to 20 dream
outcomes sounds like a lot there's probably one main paino that you solve with your business with your offer for me that would be like client acquisition with content but within that giant paino there's probably a lot of sub pain points and a lot of sub dream outcomes for example great way to get clients through content through social media is using IG ads and that is a sub pain if you don't know how to run IG ads or speaking on camera is another one or content ideas or how to build a sales funnel or how to
do sales on calls how to use DMS to book sales calls stuff like that those are all sub pain points that you can address that can go into your 10 to 20 content ideas and then you want to do that with the dream outcomes as well and then usually the pain points and the dream outcomes will be connected because you know you'll have a solution to each pain okay so why do we do this why do we actually go through the trouble of diving into pain points and dream outcomes and making it 60 to 70%
of our content well I kind of told you one of the reasons which is that we want to give a selfish benefit to our a in our content so that they will listen to us right because no one listens to anybody without wanting some sort of selfish benefit for themselves but a key thing to understand here on why we create 60 to 70% of our content like this is we have to understand how someone becomes an unaware Prospect to an actual client of ours you see in the market there are five stages of Market awareness
and each and every client of yours has to go through every step of the market awareness funnel in order to become a client of yours and the purpose of creating content around pain points and dream outcomes is to really Target and bring into our world the first three stages of Market awareness so that is unaware prospects problem aware prospects and solution aware prospects that's what we're really targeting and bringing down into our world with content targeted at pain points and dream outcomes so for unaware prospects let's think about that agency owner at 10K a month
they could just be completely unaware that they have a problem they're chilling at 10K a month they like doing all the work in their agency they don't don't like hiring out but if you make content specifically about a paino incepting a paino in their minds then they can start to believe that they have a pain or maybe realize a pain that they were unaware of it's like wait I can run my agency without having to do all the work right I can delegate out people that's a skill that I can learn now the unaware Prospect
has now become a problem aware Prospect Now problem aware prospects when we address pain points agency owners that are perhaps familiar that okay I'm trying to scale I'm trying to scale I just don't know how I'm in so much pain I'm doing so much work in my agency and then you create solution-based content where you're showing them the solution the Frameworks the unique mechanisms that they can Implement into their business to allow them to scale now that's moving them down from problem whereare to solution aware they know exactly what they're supposed to be focusing on
to solve their problem so the purpose of creating content based on pain points and dream outcomes is really to get them to that solution aware stage and the next time content that I'm going to show you how to make is going to allow them to get from solution aware to product aware and then from product aware to most aware is when you are talking to them in the DMS taking sales calls they've watched your vssl stuff like that which is probably for another video but to get them from solution aware to product aware what you
first need to do is know your offer now this also is probably big enough for a separate video how to craft your offer how to craft your unique mechanism but if you're watching this this video you probably already have an offer and you have already figured out to some extent so just work with that and what you want to do with your offer is you want to think of every core belief every single philosophy that your prospect has to hold to really see the value and importance of your offer so what do I mean by
this for example one of my core beliefs is that you don't need to go viral to sign clients and this stands against a lot of my competitors you've probably seen a lot of offers about like how to go viral to explode your brand or business and I vehemently disagree with that philosophy with that belief my prospects need to know that going viral is not important and you can attract clients without going viral if they want to see the value in my offer other ways they can see value in my offer is I have a Consulting
offer right my prospects need to know the value of Consulting value of implementation the value of having someone who keeps you accountable and shows you the right steps my clients need to know the value of that to know the value of my offer so you want to do the same thing you did with your pain points and dream outcomes write out 10 to 20 core beliefs core philosophies that your prospect has to have in order to see the value of you and what you do and your offer got it now finally is when we get
to fun miscellaneous content content that is just designed to you know showcase your lifestyle just share yourself this is that you know egotistical quote unquote selfish content that you should actually make to some degree because this is what's going to allow your prospects to become familiar with you familiar with your lifestyle oh this is actually a real person he's not some like business dork all the time but you want to keep it to a minimum the mistake that most people make is they make 70 to 80% of their content about themselves and then 20 to
30% of their content is actually helping other people you want to flip that you want to make it actually almost like 80 to 90% of your content is helping other people 10% is you flexing you sharing your lifestyle so that's the content ideation Matrix in a nutshell we Define our AA and get into pain points dream outcomes core beliefs and have miscellaneous content and what this is going to allow you to do is I want you to think about how would you like your prospects to show up to your sales calls if you have no
content or if you just have really bad content you know that selfish egotistical content that I was talking about then your prospects are going to show up to the call with maybe a few right ideas but also Al a lot of really faulty ideas that they've heard from other people versus if they've watched a lot of your content if they've binged your content before they show up to the sales call they're going to have every single belief that you want them to believe they're going to already know what your offer is maybe perhaps even better
than you they've already sold themselves before they've hopped on the sales call because you've incepted all those ideas through each piece of content and I want you to really ask yourself which of these which of these two circles would leave lead to a layup sales call would lead to a layup close obviously it's going to be the person that thinks exactly what you want them to think right and I know it sounds manipulative and all that but this is just how like the game of perception marketing and influence work you know people are just yapping
on the internet and you want your Yap to enter your prospect's brain your prospect's brains should be yapping the same things you're yapping on camera so that's exactly how to use content how to frame content to attract your ideal clients and get these layup sales calls where your prospects are practically begging you to take their money but I know that all of that was a lot of information and I went to a lot of nuance and a lot of detail so I want to leave you with some simple actionable steps that you can Implement in
your brand or business and content right after this video so first you want to Define your I if you haven't already and next and I know you probably haven't done this I want you to storytelling very important it's one thing to just know on a list what your IA is it's another thing to really viscerally understand his experience the next thing I want you to do is after you've done that write 10 to 20 pain points write 10 to 20 dream outcomes and write 10 to 20 poor beliefs that your IC must have in order
to see the value of your offer and then for fun and miscellaneous content I don't think you really need to write anything down for that just go do that on the Fly you know share you bowling you playing basketball you eating certain foods whatever it may be that's on you and all of this is what's really going to allow you to have Clarity on what to make with your content and Clarity on how to create content that will actually attract ideal clients not brokies not degenerates not people just completely irrelevant to your Niche or industry
