Online Academy
Be free or die trying
Be free or die trying
Lesson 7. Content
Online Coach Academy
What content must be included?
It's important to understand that there is no clear distinction between "sales," "informative," or "entertaining" content these days. All sales now happen organically through the expert's personal connection. Therefore, it's crucial to develop a clear stance on the topic you're discussing in your blog. Speak from your own perspective, expressing how you feel about it, which approach resonates with you, and why.
1
Expert
At the stage of expert content, the person decides whether or not they will become your client.
Here, your knowledge, approach, and case studies are all important.
You can try to achieve this through storytelling, examples, case studies, and your personal perspective on the topic.
Here, your knowledge, approach, and case studies are all important.
You can try to achieve this through storytelling, examples, case studies, and your personal perspective on the topic.
2
Personal
Clients are not just choosing an expert; they are choosing a person. It’s important for us to feel that the specialist we select shares our values and has a vision aligned with ours.
We need to start ASSOCIATING ourselves with the expert.
Therefore, try to be genuine in your blog. Share personal stories, what’s happening in your life, and the journey you’re going through.
Don’t be afraid to appear as a less-than-perfect expert by discussing difficult periods in your work or times when you feel scared or overwhelmed—your audience will appreciate this and will feel even closer to you.
We need to start ASSOCIATING ourselves with the expert.
Therefore, try to be genuine in your blog. Share personal stories, what’s happening in your life, and the journey you’re going through.
Don’t be afraid to appear as a less-than-perfect expert by discussing difficult periods in your work or times when you feel scared or overwhelmed—your audience will appreciate this and will feel even closer to you.
3
Engagement
Constant expert content can tire anyone out, so it's best to have engaging content in reserve.
This could include interesting segments (e.g., cooking tips or beauty advice). It’s ideal to cover broad topics that appeal to a wide audience, as this will increase the number of people who see your reels.
Such content helps your audience feel closer to you and prevents fatigue from an endless stream of information.
Engaging content encourages your audience to subscribe, follow you, save your videos, and share them with friends, which greatly impacts your reach.
This could include interesting segments (e.g., cooking tips or beauty advice). It’s ideal to cover broad topics that appeal to a wide audience, as this will increase the number of people who see your reels.
Such content helps your audience feel closer to you and prevents fatigue from an endless stream of information.
Engaging content encourages your audience to subscribe, follow you, save your videos, and share them with friends, which greatly impacts your reach.
4
Sales
This content is directly aimed at sales—such as booking consultations, signing up for courses, or purchasing programs.
In this type of content, always address the audience's pain points and include a call to action—such as making a purchase!
Discuss your products, services, and the results they can achieve.
In this type of content, always address the audience's pain points and include a call to action—such as making a purchase!
Discuss your products, services, and the results they can achieve.
HOW TO CREATE CONTENT?
Don't try to create content every day, you'll definitely burn out of it. Just caption your ideas and 1-2 days a week create content for the whole next week.
That will help you to be consistent
Don't try to create content every day, you'll definitely burn out of it. Just caption your ideas and 1-2 days a week create content for the whole next week.
That will help you to be consistent
Lesson's transcription
Let’s talk about content for Reels. What should you create, and what meaning should you convey? Right away, I want to say that you can create any kind of content. Honestly, I don't want to box you into any limitations; instead, I want the content creation process to be a form of creativity for you, where you express yourself rather than forcing yourself to do something. Especially if you're not a fan of creating content, you’ll need it to be as targeted as possible—content that drives sales, attracts clients, and communicates the value of your service. It’s not enough for people to just watch your content, scroll past it occasionally, and maybe leave a like. So today, let's break down some essential rules for creating content that generates sales.
The first rule is that your content should always lead somewhere. We're always driving content toward some goal—whether it’s offering a lead magnet, encouraging followers to subscribe, or directing them to a relevant highlight to delve deeper into a topic or even sending them to another Reel. Don’t create content for the sake of content. Sometimes it’s okay to share a thought just because you feel like it, but if you want to grow and drive sales through content, it’s better if it always leads your audience into a funnel. For example, discuss an interesting topic related to nutrition or weight loss, then offer a free file in the comments, encouraging people to leave a plus sign to receive it. Essentially, prompt people to take some meaningful action rather than passively consume your content.
The second rule is that content should be targeted to your audience. Sure, a fun video with kittens, a child, or a dog might go viral, possibly bringing new followers. But do you really need them? You need your Reels to reach only your target audience, the ones who will eventually buy from you. If your content reaches an irrelevant audience, your engagement rates will drop, and Instagram may stop showing your content even to your interested followers. Avoid these mistakes if you want Instagram to bring you clients, sales, and build loyalty around your brand. Create targeted content, find your style, experiment with different formats, but ensure your content is always aligned with your audience’s interests.
Don’t overload your stories or Reels with memes unless they are directly related to your niche. Avoid constantly trying to entertain your audience, because if you attract people who only come for the fun and jokes, but never buy anything, you’ll eventually burn out. If you’re an expert, focus more on sharing expert content. For instance, if you’re a coach selling coaching services, highlight your expertise. You don’t need to provide an overwhelming amount of valuable content, but you should address your clients’ pain points. For example, instead of explaining why someone can’t lose weight starting Monday, say, "Why you’ll never lose weight starting Monday," and then lead them to a free lesson by asking them to comment a plus sign to receive it. You don’t need to fully unpack the topic in a brief video—just enough to guide them further into your funnel. This type of content is effective for growth, engagement, and sales.
Another crucial point—talk to your audience about their problems, objections, and questions. I often see fitness or dance trainers showcasing their workouts or routines, which is great for motivation, but there’s no real interaction with the audience. You need to communicate the value of your service, which depends on the results you can deliver. Constantly engage with your audience. Expert content or talking-head videos are fantastic for this, but if you’re not a fan of that style, consider storytelling—just make sure you’re discussing your clients’ problems. The interviews you conducted earlier were meant to identify your audience’s needs. Review those notes to see what problems, objections, or hesitations people had, and create content around those topics.
Let’s talk about content for Reels. What should you create, and what meaning should you convey? Right away, I want to say that you can create any kind of content. Honestly, I don't want to box you into any limitations; instead, I want the content creation process to be a form of creativity for you, where you express yourself rather than forcing yourself to do something. Especially if you're not a fan of creating content, you’ll need it to be as targeted as possible—content that drives sales, attracts clients, and communicates the value of your service. It’s not enough for people to just watch your content, scroll past it occasionally, and maybe leave a like. So today, let's break down some essential rules for creating content that generates sales.
The first rule is that your content should always lead somewhere. We're always driving content toward some goal—whether it’s offering a lead magnet, encouraging followers to subscribe, or directing them to a relevant highlight to delve deeper into a topic or even sending them to another Reel. Don’t create content for the sake of content. Sometimes it’s okay to share a thought just because you feel like it, but if you want to grow and drive sales through content, it’s better if it always leads your audience into a funnel. For example, discuss an interesting topic related to nutrition or weight loss, then offer a free file in the comments, encouraging people to leave a plus sign to receive it. Essentially, prompt people to take some meaningful action rather than passively consume your content.
The second rule is that content should be targeted to your audience. Sure, a fun video with kittens, a child, or a dog might go viral, possibly bringing new followers. But do you really need them? You need your Reels to reach only your target audience, the ones who will eventually buy from you. If your content reaches an irrelevant audience, your engagement rates will drop, and Instagram may stop showing your content even to your interested followers. Avoid these mistakes if you want Instagram to bring you clients, sales, and build loyalty around your brand. Create targeted content, find your style, experiment with different formats, but ensure your content is always aligned with your audience’s interests.
Don’t overload your stories or Reels with memes unless they are directly related to your niche. Avoid constantly trying to entertain your audience, because if you attract people who only come for the fun and jokes, but never buy anything, you’ll eventually burn out. If you’re an expert, focus more on sharing expert content. For instance, if you’re a coach selling coaching services, highlight your expertise. You don’t need to provide an overwhelming amount of valuable content, but you should address your clients’ pain points. For example, instead of explaining why someone can’t lose weight starting Monday, say, "Why you’ll never lose weight starting Monday," and then lead them to a free lesson by asking them to comment a plus sign to receive it. You don’t need to fully unpack the topic in a brief video—just enough to guide them further into your funnel. This type of content is effective for growth, engagement, and sales.
Another crucial point—talk to your audience about their problems, objections, and questions. I often see fitness or dance trainers showcasing their workouts or routines, which is great for motivation, but there’s no real interaction with the audience. You need to communicate the value of your service, which depends on the results you can deliver. Constantly engage with your audience. Expert content or talking-head videos are fantastic for this, but if you’re not a fan of that style, consider storytelling—just make sure you’re discussing your clients’ problems. The interviews you conducted earlier were meant to identify your audience’s needs. Review those notes to see what problems, objections, or hesitations people had, and create content around those topics.
How to Convey Meaning Through Content
What kind of content should you create to drive sales?
What should you talk about with your audience?
How can you stand out?
We'll cover all these questions in today's lesson.
First, Let's Address Common Mistakes:
What do specialists often talk about in their blogs?
What’s the result of this?
Burnout, the feeling that everything on the topic has already been said, because every specialist is talking about the same things. This leads to an inability to stand out, attract an audience, gain sales, and secure clients.
Why does this happen?
Because you're mostly talking about things that are more interesting to other specialists in your field, not your clients. But a client doesn’t necessarily need to know how to sculpt their glutes—after all, if they’re going to study it themselves through your reels, why would they need you?
As a client, I want the specialist to communicate the results I’ll achieve, the questions they will help me solve, and take on all the tasks necessary to reach that result. I don’t want to learn the ins and outs of your profession—that's why I have my own!
Of course, expert content can be included, but don’t overwhelm your clients with the details of your work—it’s not what they need!
So, how to change it?
What kind of content should you create to drive sales?
What should you talk about with your audience?
How can you stand out?
We'll cover all these questions in today's lesson.
First, Let's Address Common Mistakes:
What do specialists often talk about in their blogs?
- Trainers: How to perform a proper squat and the right balance of proteins, fats, and carbs.
- Psychologists: How to work through trauma.
- Nutritionists: How to create a balanced diet.
- Teachers: How to correctly use verb tenses in a language.
What’s the result of this?
Burnout, the feeling that everything on the topic has already been said, because every specialist is talking about the same things. This leads to an inability to stand out, attract an audience, gain sales, and secure clients.
Why does this happen?
Because you're mostly talking about things that are more interesting to other specialists in your field, not your clients. But a client doesn’t necessarily need to know how to sculpt their glutes—after all, if they’re going to study it themselves through your reels, why would they need you?
As a client, I want the specialist to communicate the results I’ll achieve, the questions they will help me solve, and take on all the tasks necessary to reach that result. I don’t want to learn the ins and outs of your profession—that's why I have my own!
Of course, expert content can be included, but don’t overwhelm your clients with the details of your work—it’s not what they need!
So, how to change it?
- Вместо этого:How to Calculate Your Macros?Попробуйте это:With the right macro calculation, you won’t have to deny yourself anything—you can lose weight without giving up your favorite foods. And then comes summer, short skirts, and loving your body without stress. How about this: you enjoy the changes in your body, and I'll handle all the calculations for you?
- Вместо этого:How to Deal with Stress?Попробуйте это:Remember the last time you felt calm, full of energy, enjoyed your work, didn’t snap at your loved ones, and didn’t want to lock yourself at home, turn off your phone, and avoid social media? There can be countless reasons for stress, and sometimes you might not even notice how your inner worries are affecting your life. In our consultation, we’ll work to identify the root cause of your stress and eliminate it, so life can regain its color for you.
- Вместо этого:What are agonist and antagonist muscles? (for example, when training coaches)Попробуйте это:I understand that anatomy can seem incredibly complex—trying to memorize all those names, locations, and processes. But what if I told you that everything in our body is interconnected and follows a very logical structure? It’s more important to understand how the body works than to just memorize muscle names.
Once you grasp this, anatomy will start to feel much easier, and your work with clients will improve because you’ll know exactly what you’re doing. Join my Anatomy course, and I’ll explain everything to you in a way that makes sense. - I hope the examples have made it clearer how to convey meaning effectively. Focus on speaking to your audience about their emotions, fears, doubts, challenges, needs, and the results you can deliver.
Answer not the question "HOW," but "FOR WHAT PURPOSE."
Form
- A "talking headThis is perfect for expert content. Keep in mind that you don't need to be a perfect speaker, as editing is always an option.
You can record videos in segments if you can't get through a minute-long script in one take.
However, remember the editing rule: when joining two video segments, the shot should change (for example, zoom in after the cut) to make the transition less noticeable. - StorytellingThe most popular format in the 2024s
Storytelling feels like a movie trailer; it’s engaging and makes you want to watch and rewatch it. It’s dynamic and grabs attention.
Storytelling is a format where you record a voiceover with subtitles, providing specific text or information, and pair it with a constantly changing video sequence that aligns with the message. - Aesthetics with musicYou can record some information with your voice and then overlay it on aesthetically
pleasing video footage to convey your message. Alternatively, you can use music. Remember to follow editing rules—try to ensure that the music rhythm matches the video.
Overall, work on developing your visual literacy. There are many people on Instagram who explain how to shoot and edit videos directly in Reels. Take the time to watch and take notes. - Storytelling - 2
This is when we create multiple Reels on the same topic, for example:- A reality series where each week we show changes, set a challenge, and display the process.
- A story divided into several parts, with each part getting its own Reel.
- 10 myths about nutrition (with each myth getting a separate Reel).
Regardless of the type of content you create, the most crucial thing you must do is to SELL!
And not just remind your audience about your product once a month, but to do it constantly. Every time you post content, you should be guiding the client toward a sale. Provide links to the funnel, purchase options, website, etc.
A Bit of Technical Information
What Apps to Use and What Not to Forget :)
The best app for your editing needs is Captions or CapCut. It allows you to retouch, edit, and automatically add subtitles (which you must do!).
Regarding subtitles, the app lets you edit both the font and the subtitles themselves. First, choose the font, color, and size, then edit the subtitles if there are errors or incorrect word breaks.
WHAT TO DO IF YOU’RE NOT GOOD ON CAMERA?
Firstly, you can choose a format other than talking head videos.
However, talking head videos generally work best, so here are some tips:
Write a Script: Prepare a script, read it several times, and definitely shoot multiple takes. By the third or fourth take, you should deliver the information more smoothly.
Editing: If you forget your text or stumble, you can always edit those moments out. To avoid a "jerky" appearance and visible cuts, it’s important to vary your shots!
Change Angles: In the image below, you can see the different shot types. Ensure consecutive shots follow the "every other" shot plan.
For example, if you start with a mid-shot (waist up), follow the cut with a close-up shot of your face.
This way, no one will notice any mistakes, and it adds dynamism to your video!
Post: When uploading a reel, go to the advanced settings and choose "Hide Like Count." This will encourage viewers to watch the reel through to the end.
Choose a Suitable Cover: Pick an appropriate cover image from your layout.
What Apps to Use and What Not to Forget :)
The best app for your editing needs is Captions or CapCut. It allows you to retouch, edit, and automatically add subtitles (which you must do!).
Regarding subtitles, the app lets you edit both the font and the subtitles themselves. First, choose the font, color, and size, then edit the subtitles if there are errors or incorrect word breaks.
WHAT TO DO IF YOU’RE NOT GOOD ON CAMERA?
Firstly, you can choose a format other than talking head videos.
However, talking head videos generally work best, so here are some tips:
Write a Script: Prepare a script, read it several times, and definitely shoot multiple takes. By the third or fourth take, you should deliver the information more smoothly.
Editing: If you forget your text or stumble, you can always edit those moments out. To avoid a "jerky" appearance and visible cuts, it’s important to vary your shots!
Change Angles: In the image below, you can see the different shot types. Ensure consecutive shots follow the "every other" shot plan.
For example, if you start with a mid-shot (waist up), follow the cut with a close-up shot of your face.
This way, no one will notice any mistakes, and it adds dynamism to your video!
Post: When uploading a reel, go to the advanced settings and choose "Hide Like Count." This will encourage viewers to watch the reel through to the end.
Choose a Suitable Cover: Pick an appropriate cover image from your layout.
