[0:00] Music.
[0:13] This episode is for the girl who feels like she's posting on Instagram every day and she is dutifully sharing five invitations to her Instagram stories per
[0:23] week, like she's heard Kaylynn tell her to do. And people are commenting on everything saying, you're so inspirational. This is amazing. But no one's buying. So this episode is step number two out of four to solve that problem. This is part two of my compelling content series, and part two is all about problem awareness content. This content series is designed to be a super hot four-part masterclass you can consume during the holiday season that I could honestly charge money for, but I'm not going to, so let's just dive into it, shall we? I'll speak for myself. This is the way that I was trained to create content as an Instagram creator. Number one, share value, which what does that even mean? And two, share education or inspiration. I'm just going to say it this way. Educational content is out. Inspirational content is out. Problem awareness content is in. So in this episode, I'm going to share with you what is it, how do you create it, and how can you tell if you're writing educational content or problem awareness content because there is a big difference. This sentence came out in my journaling while I was preparing for this episode.
[1:38] 99% of your content creation problems will be solved when you train your brain to talk to the right person. I'm going to say it one more time just because it's so good. 99% of your content creation problems will be solved when you train your brain to talk to the right person. This is something that's been very helpful for me that I want to share.
[1:58] And I don't want this to feel like a tangent. This is totally related to problem awareness content. So stay with me. This is, this is like the meat this is the foundation that I need you to have first I think that it's really helpful to think of one girl when I'm creating my content and it might be someone who you know personally who you've developed an Instagram friendship with or maybe it's someone you know personally but for me it's really helpful when I feel like I'm addressing real humans in my content and I'm talking about their real problems so if that feels hard for you and it feels hard to know which girl to talk to and it feels hard to know what she's struggling with or what challenges she's bumping up against, I would say step number one is let's implement a conversation strategy into your business where you have a lot of conversations with people on the reg, whether that's conversations through Instagram, whether that's conversations through Instagram polls that you put in your stories, whether that's getting on a Zoom call with one or multiple people so that you can start hearing them talk about what they're struggling with, hear them talk about the problems they're experiencing with so that you can address those in your content.
[3:06] Let's keep going. So let's think about your girl on her customer journey. Maybe she's a client who you would love to have hire you privately. Maybe she's someone who you would love to have hire you for your services. Or maybe she's someone who you would love to have join one of your groups or your scalable offers or programs. She has a problem and it's driving her crazy. And she's tried everything to figure out the solution on her own, but she still hasn't yet. And she's not happy about that. I'm going to use a few different niches as examples because I think with content, it's so helpful to have examples because we can talk about like the principles all day long, but it's like, okay, just give me an example of an actual post that I can replicate and wrap my mind around this. So I'm going to give you three.
[3:44] Let's say you're a health coach. Your dream client might be working out three times per week, but her pant size isn't changing and she's not happy about that. Okay. Here's another example. Let's say you're a photographer coach and your dream client is already booking some clients, so she's receiving payments, but she feels constant pressure to chase the next client. Or let's say you are a social media manager and your dream client is a female CEO who's already doing really well on Instagram, but she's been wondering what would happen if she expanded her reach to Pinterest or TikTok, but she has zero bandwidth to make that happen on her own. So these are just general examples and I'm not saying that if that's who you are, that that's who I think you should talk to. I just want to give you some super concrete examples to show you. When I'm talking about your content problems will be solved when you talk to one person specifically, I want to show you examples of that. So this girl, nothing has worked yet to solve her problem. She's tried. And if she was able to figure it out on her own, she would have. And you're a kick butt coach or service provider.
[4:48] And you have a gift for helping people like her. And she needs you and you know it, but she doesn't know it yet.
[4:55] But she is shopping for someone who can help her. Okay, I'm going to pause here for a minute and go into even more detail about what I said earlier, because that sentence that I just said could be its own content training, but I'm just going to give it to you here as a bonus. That sentence I just said, she is shopping for someone who can help her is critical. I want you to just take a quick mental inventory. When you visualize or think of the girl who you usually think of when you create content. Or maybe you haven't done that yet and that feels new to you. But there probably is someone on your mind who you're thinking of when you're creating content. Do you think of a girl who might need to be convinced that she needs you? Or do you think of the girl who's already choosing between three options of people who she could hire or invest in or pay for to help her get what she wants? I want you to think about the girl who already knows she wants help and she's already planning on investing in health she's just trying to decide between hiring you the health coach or the nutrition coach.
[6:01] Or she's trying to decide between hiring a photography coach or buying another course. Or she's trying to decide between hiring you, the experienced social media manager, or hiring a college intern who has zero experience but is super cheap. This makes me think of my early days as a coach when I felt like I should create content about why you should hire a coach. But it's like, no, no, no, don't do that. If you feel the need to convince people about why they should hire you, or if you feel like you have to educate them about why they should hire you, then you're talking to the wrong person in your content. Or if I felt like I needed to create content that was interesting to people who followed me who don't even have a business, like friends and family, that means I'm talking to the wrong person. Or when I used to have an audience that had a large percentage of product business owner friends in it, but I decided that I wanted to niche down and work with coaches and service providers, I constantly felt a pull to create content that applied to everyone.
[6:56] But this is where we have to do some mental work to put on your blinders because I want you to focus on one person. And like I said, it might help if you genuinely think about an actual human or woman or man who you know personally, you know what they're bumping up against, you know what they're struggling with, who you can talk to in your content. Quick side note about this because a lot of you are going to freak out when you hear me say that talking to the one person because you're like, I have multiple different offers and they're all for different people. And that's a really good thing. I would recommend what I do in my content is I rotate through all of my offers. So I give myself time to talk about each one. And yes, each offer is for a different person. Therefore, that content that I'm creating for that offer is for that person. And if I have three different offers, maybe I'll take a full month to talk about one of those offers. And then the next month I'll talk about offer number two. And the next month I'll talk about offer number three, just to give you an example. So if you're already freaking out like, I serve multiple different types of people at very different stages and places. Totally cool. You're just going to rotate talking to different people at different times. So.
[8:05] I really want you to train your brain to focus, to talk to the girl who is shopping for a coach or a service provider in your price range right now. And that takes practice. And my brain still gets confused sometimes, too. And when you get better and better at this, that's when you're going to start getting those DMs that you want that say, Do you have any private client spots open right now? Or which of your programs do you recommend I join? The girl at that level needs to feel like you are talking to her.
[8:34] And she will because you will be. Okay, so now that we're talking about talking to the right person in your content, let's go back to talking about creating problem awareness content. I want you to ask yourself the question, what can I say that would get that girl ready to buy from me? And like I said before, I'm just going to tell you right now, if your brain's going educational content or inspirational content, wrong answer. Neither of those are the answer. And so if your brain opted to either of those options, this episode's going to blow your mind. Here's the answer. Here are the three types of content that you need to create that will make the girl say, I'm ready to buy and I'm ready to buy it from her, from you. Number one is your authority story. You're going to tell her the story about the time where you were where she is now or somewhere close to it. We went over that in last week's episode. So go back and listen to that one if you haven't yet. Number two is problem awareness content. You need to show her why, what she's doing right now isn't working.
[9:34] Obviously we're going to get into depth in that in just a minute and then number three which is what we're going to talk about next week is tell a story that shifts her perspective okay so let's go back to that customer journey we were talking about nothing has worked yet to solve her problem if she was going to be able to figure it out on her own she probably would have by now, and she is currently shopping seeking looking for someone who can help her so if she's shopping for someone who can help her. We need your content to show her why she should listen to you over all the other options that she has.
[10:07] And problem awareness content is so good at this. So let's use an example. I want you to imagine that you have a really challenging health problem and you keep going from doctor to doctor trying to find someone who can help you. Would you be more likely to stick with a doctor who's like, I've never seen a case like yours before, but I have some ideas of things that we could try that might help? Or would you be more likely to stick with a doctor who's like, I've helped dozens of patients with cases similar to yours and they've all had different outcomes, but many of them or most of them are reporting more productive days since we started treatment and I think I can help you. I know which doctor I would be more likely to go back to and that's how we need to position you in your content. And I like to think of it thinking like as if I was a super sensitive doctor because I don't want my content to come across like, duh, of course you have this problem and I can't believe you haven't figured it out yet. I want it to be like, I totally understand what you're going through and I know it's frustrating and I have some ideas that could help. Trust is the number one reason why people aren't buying from you or from your content.
[11:11] If people are telling you your prices are too high, they're lying. They're saying that to be nice, or maybe they haven't realized this themselves, but what they're actually saying is they don't trust you to be the person who can help them get results, or they don't trust themselves to be the person who can get results. And the more we close that gap of, I'm the person who can help you, and you are the person who I can help, the easier it's going to be for her to take that leap and invest in your help. So here's how we create the problem awareness content. These are the questions that I want you to constantly brainstorm on when you go to create content. If you already have private clients or you have a group coaching program or you're talking with clients on any kind of basis.
[11:54] I want you to just constantly have your ears perked just a little bit to be listening for problems that she's bringing up to you in your calls because that is a super easy way to create problem awareness content, right? If you know what the problems that your clients are facing, there's problems that are coming up constantly or residually in your groups, and you're answering the same things over and over. These are really good things to create content about because that is the problem that a lot of people who are getting ready to invest in your offer, whatever that offer is, right, are probably also experiencing. And so if they can hear you speak to that, it's going to increase their trust in you. So all four of these questions are basically the same question, but worded differently in case one of them inspires your thinking. Number one, what is she currently doing that's not working?
[12:42] Number two, why doesn't she have what she wants yet? Number three, what is your client currently experiencing and why? And then number four, why is she still where she is?
[12:57] So let's play around with some examples for the three different niches we've been talking about. And by the way, I'm totally making these up. So please use these as examples to help your brain get the idea and then create your own way better versions that talk to your actual dream clients and about the actual problems that you really can see. So let's just take this example for a health coach. The question, what is she doing that's not working? Let's just say that the problem that you solve is that she's not eating enough protein. So let's paint the picture between the difference between educational content and problem awareness content. Educational content would sound like three tips to increase your protein. Problem awareness content would sound like you've been choosing the salad, but you could be choosing the hamburger and losing weight faster.
[13:44] I share this example all the time because it was a reel that I actually saw that like really caught my attention. I think about it. It lives in my head for and free to this day, obviously. Okay. So I just showed you an example of educational content versus problem awareness content. The reason educational content won't work, it won't turn her into a client who wants to pay you is because if you come out saying three tips to increase your protein and she doesn't, understand that she's not hitting her protein goals, therefore she is working out and she's not losing the weight that she wants to. When you create content that says three tips to increase your protein, she's going to be like, cool story, bro, and scroll. She's not going to be like, oh my goodness, that's what my problem is. Right? Problem awareness. You're going to make her aware of what the problem is that she's experiencing. And maybe she already realizes it, or maybe she doesn't. And if you can call that out for her, first of all, she's going to be like, oh, I didn't even put that together.
[14:39] That's crazy. You're going to be the one who's going to show her that, which is going to instantly increase her trust in you. Or you're going to be able to speak to, yeah, I already know that you're struggling with this and I've already created systems and methods that can help you with this. Okay, so example number two, let's go to the photography coach. What is this photographer doing that's not working? Your answer might be, well, she's not utilizing referrals. So if you were going to create a piece of educational content, you might say three tips to get more client referrals, but it's not going to activate her. It's not going to catch her attention. It's not going to make her ears perk up like, oh, that's for me.
[15:18] That's my problem. That's the thing that I need help with. So in order to get that reaction, we need to shift this to problem awareness content that might sound something like this. You're not going to have to keep chasing the next client when you implement a strategic retention system that keeps your clients coming back regularly and referring all their friends. Can you see how it's like the tips inside might be very similar, but the way that we're speaking about it, the way that we're crafting the hook is completely different. So let me just recap that one more time. I just want you to experience the feeling of the way these two sentences land differently in your heart and in your soul and in your mind. Number one, three tips to get more client referrals. Sounds like a really good idea. Sounds like a post that I might save and then never look back at again, right? Versus you're not going to have to keep chasing the next client because I'm going to show you how to create a system that makes your clients come back and refer all their friends.
[16:19] That one feels almost like a release or like a weight lifted off my shoulders, like a big sigh of relief. Okay, and then one more example. Let's take the social media coach. There's a really important nuance here that I want to call out. So when we ask the question, what is this potential social media client that you really want to work with doing that's not working? You're going to have two different answers probably come up. And one of them is going to be, well, what she's doing that's not working is that she's not repurposing her content. But that's not the problem that she's actually experiencing. Because remember, we're thinking about the girl who's shopping for a solution like you. So her problem is actually that she hasn't hired someone to help her yet. So that's the problem that I want you to speak to in your content.
[17:01] She already knows she wants to hire someone, but she hasn't yet. Why hasn't she? And how can you help show her what belief blocks or objections or barriers are stopping her from investing when she can be and knows that she wants to and should be.
[17:19] So again, the difference, educational content might sound like three hacks that will simplify repurposing your content for Pinterest and TikTok. This type of business owner, she might say that or she might not. But again, this is where when we have the clarity about who your person is so specifically, the type of person who I'm thinking for, for this specific example, is a female CEO who is at the helm of her business. And she's not thinking about how can I go repurpose my content? She's thinking, how can I build my team to help me do that in the best, most simplest, most effective, most efficient way possible? So let's look at another example, which would be problem awareness content. You made a goal in January of 2024 to start a TikTok. It's almost 2025 now, and it still hasn't happened yet. And you feel guilty about that. But the truth is your plate is already full and you need someone who can take on the project and run it who needs zero training.
[18:15] That one was a little bit longer, but, I just want you to see the difference between speaking too generally, being too fluffy, being too unclear, which you know is one of my biggest pet peeves in the whole world, but it makes sense so much why it happens to so many of us. And the clarity that results when you are so crystal clear about who you are talking to that it might make her feel like you're calling her out with love. And that's really good because when she feels that way, she's going to go, oh my gosh, thank goodness, Kaylin gets me.
[18:50] Instantly, her trust in you and her trust thermometer increases. So I just want to say a couple more reasons why this is so important. I've already mentioned them briefly. I just want to bring them to your attention really specifically. Number one, the reason why problem awareness content is so important is because you might be actually introducing her to what she's doing wrong for the first time, because she might not know what she's doing that's not working. And when you show that to her, it's going to buy space in her brain it's going to get her attention because she's going to be like no one has ever told me that before no one has ever explained that to me that way or shown me that truth before thank you so much and the second reason is that if it is a problem that she's already aware of you're going to be able to show her that you can empathize with what's really hard for her right now and show her i've overcome that problem with this solution or this method or this process. And so she's going to go, oh, I want that. If Kaylin's figured it out, I want to figure it out too.
[19:50] So either way, whether she's already aware of the problem or not, when you create content this way, it positions you as the guide who can help her get what she wants. When you create educational content, that's a really good first step, but it probably is going to sound a lot like tips, hacks, tricks. That content is useful to her, but it doesn't position you as the guy that she needs to hire because it's actually positioning you as the guide who she gets free service from when she follows you on Instagram, which is amazing and important. But we want to position you as the person who can get her from where she is right now to the place where she wants to go. And so in order for her to trust you as the one who can do that, she needs to fully trust that you understand where she is so deeply and you understand where things are not working quite right so that you can help her solve that problem.
[20:43] Okay, so quick recap. We've gone over what is problem awareness content. We've gone over four super juicy, powerful questions to help you start your brainstorming about what could you say in your content that would help show your dream client, right, that one dream girl for this one specific offer that you are selling today or right now. How can you create problem awareness content that will speak to that girl specifically? And then finally, how can you tell the difference between writing educational content or problem awareness content.
[21:14] I can't wait to hear what you guys think about this episode. And obviously this is one of those things that takes practice and experimenting with. If you need a masterclass, go scroll through my Instagram feed because this is something that I'm constantly working on, tweaking and implementing and perfecting. And so use my content as a guide if it's helpful. I get messages from people all the time saying like, hey, if you see a post that comes out that sounds a lot like one that you created recently, I just want you to know I wasn't copying you, I was just using you as inspiration and I love when you use my content as an inspiration and I never find it offensive and love to be the person who you're looking to in your feed who's creating content in this way and the reason why is because this way makes money so much more easily and I feel like I can speak to that really specifically you probably heard me say this before but what is it almost four and a half months ago I launched a fresh Instagram account specifically to create an audience of coaches and service providers, and I'm having my highest income months as a result, even though my audience shrunk by about 90%. In other words, I went from about 7,000 followers to about five to 600, and I'm still making my highest income months ever. And so I just want to show you that as an example, that when you get more specific, when you get clearer about who you want to help. And when you take, maybe it takes a little bit of guts to call that person out more specifically.
[22:40] It's so counterintuitive because our brains like to make us think that the more broad we are, the more general we are, the better our chances are of resonating with someone who might want to hire us. I've experienced the exact opposite to be true. The more specific I've gotten, the more money I've made. The more clearer I design my offers to be for one specific person, the more easily they sell. And the more I get DMs from people saying, how can I work with you? How can I hire you? Is this program right for me? And recently I started to get messages saying, wow, you really did make that offer a no-brainer. And I say, yes, I did. I did that on purpose and you're welcome.
[23:17] I hope you loved this episode. If you have any questions about problem awareness content, come send me a DM on Instagram and I would love to help. I hope you loved this episode. Watch out for part three coming next week in this compelling content series. And I will see you then. Hey, I hope you loved this week's episode. If you did, I know you would love to be a member of my community, The Greenhouse. It's where I teach you how to build an amazing, fruitful life while you build an amazing, fruitful business. It is a movement for women who want to unsubscribe from the traditional success path that says that life has to be a struggle and instead learn how good making more money can get, how fun marketing can be, and how much joy and presence you're capable of feeling as a woman and as a mother. Find out more and join at katlynpriest.com slash greenhouse. And I'll see you there.
[24:13] Music.
