If you've written any type of sales page or ad copy, you're probably familiar with the PAS Copywriting Formula: Problem-Agitation-Solution. Here's why you're better served revamping the PAS formula and what to use instead for writing copy, content, and your overall messaging approach as a speaker, coach, or consultant.

In this episode of Copy & Content, you will learn:

• What are the three parts of the PAS formula? Problem, Agitate/Agitation, Solution
• Why the PAS formula doesn't truly serve your audience
• Which part of the PAS formula to adjust first - and how to infuse hope through your messaging in its place.
• How to replace Agitate with Empathy - and the three types of empathy that can better connect with your audience.
• How to Humanize your Solution by using compassionate empathy throughout your messaging, specifically your copywriting
• How the human brain is wired for hope in place of shame with neurotransmitters like dopamine and serotonin.
• How I can help you create a better version of the PAS formula with empathy for your business

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

You're talented, experienced in your industry, and ready to help change lives... but you're an invisible expert for a reason. There are four deadly lies that are keeping you from growing your business - and if you reject these lies and replace them with truth, you will start going from invisible expert to can't-miss expert in your industry.

In this episode of Copy & Content, you will learn:

• The first lie invisible experts believe is that they're not ________ enough.
• The second lie invisible experts believe is that they're not as good as another expert in their industry.
• The third lie invisible experts believe is that their industry is too crowded to stand out to the right audience.
• The fourth lie invisible experts believe is that they missed their window of opportunity.
• The best motivational speech every invisible expert needs to read to get the confidence and momentum to grow their business and change lives.
• How I can help you get the confidence and focus you need to go from invisible expert to can't-miss expert in your industry.

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

"I'm just not seeing the results I want to see in my coaching business. What am I missing?" After working with over 1,100 coaches and consultants one-on-one since 2017, these four components are crucial for any coaching business if you want to attract and close more clients.

In this episode of Copy & Content, you will learn:

• Why it's not always about niching down as far as possible as a coach - it's all about right-sizing your niche
• Why you need both a Market Pathway AND a proprietary process as a coach
• Why you need to eliminate most of your product suite (coaching offers) to focus on one solid offer with the best potential for results.
• Why you need to create consistent, value-first content and what that means for you and your audience of prospective coaching clients
• How I can help you create a powerful offer that attracts and closes the right coaching clients so you can make a greater impact through your coaching business.

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

Is it better to create brand-new content as much as possible or focus on repurposing existing content? It depends on your industry, how developed your content ecosystem is, and where you're wanting to go with your message as an industry expert.

In this episode of Copy & Content, you will learn:

• Why any aspiring thought leader needs to create 'cornerstone' content BEFORE creating 'brick' content
• Why one-and-done content strategies limit your content's growth potential to around 10%
• Two of the most powerful tech tools for repurposing your content
• The value of connecting new content with existing content beyond just reposting your content
• How I can help you maximize your content's growth potential and impact

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

One of the best investments any coach can make is in developing their customer journey map. We call this your Market Pathway, a seven-stage process for attracting, engaging, and signing on the right coaching clients who you know you can serve the best. This concept of mapping out a Customer Journey was first mastered by Ron Zemke and Chip Bell many years ago and Market Pathway Mapping is what I've learned from working with over 1,100 coaches and consultants one-on-one since 2017.

In this episode of Copy & Content, you will learn:

• The ultimate purpose of a Market Pathway for coaches to use when attracting the right clients
• Why the first stage of a great Customer Journey Map or Market Pathway is "Pre-Aware"
• The second stage of a great Customer Journey Map or Market Pathway is "Problem Aware" -- what's the key problem that your ideal coaching prospect is facing that you KNOW you can talk about in greater detail and with more empathy than anyone else.
• The third and final stage of the first part of a great Customer Journey Map: "Solution Aware"
• How to divide your Customer Journey Map ("Market Pathway") into two distinct parts.
• The value of raising awareness of your expertise in the fourth part called "Expert Aware" - and the three key components of "Expert Aware"
• How to package your expertise into 'an offer they can't refuse' - an Irresistible Offer
• Why arguably the most crucial part of a Customer Journey Map is validating a coaching prospect's decision to sign up for your offer.
• How to activate a satisfied coaching client to become a raving advocate for your expertise.
• How I can help you build out your Market Pathway with Keynote Content

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

"So, where are we going with this coaching program?" For many coaches, that question is enough to stop them in their tracks. Not you though, no, you have a great proprietary process that's documented and defined so your coaching client and prospects know exactly what to expect and where they are in the process. So, how do you build that proprietary process?

In this episode of Copy & Content, you will learn:

• Why you need to think about your client or prospect's MVP: Minimal Viable Pathway to success with you
• How many steps should a coach's proprietary process be?
• The two key factors you need to focus on with each step of your proprietary process
• How to create a simple, memorable name for your proprietary process and each of its steps 
• An example of how proprietary processes working using our Expert Message Method with Keynote Content as an example
• Does your process pass the napkin test?
• Clear beats clever - all day, every day, any day...
• How I can help you create a great proprietary process with Keynote Content

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

Choosing your target market (your 'niche') is one of the fastest ways to start growing your business as an industry expert, but how do you align your new message with your niche? In this episode of Copy & Content, you will learn: 

• Four key steps for niching down your message to connect with the right niche market for your business.
• How to focus on the first 100 prospects with your messaging inside your niche market
• Why you need to label or name your market niche in your messaging
• The value of embedding self-select messaging that helps prospects identify if they may be a great fit with you and your business
• How to learn and adopt the language of communication inside your niche market so you can reflect back to them the same priorities, values, questions, and desires they have - and prove you're there to serve them.

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

Growing your business through podcast guest opportunities gives you the flexibility and reach you need from anywhere at any time. The challenge is finding the right podcast guest openings that align with your message.  In this episode of Copy & Content, you will learn:

• The top three podcast directories for finding podcast guest openings
• How to leverage Amazon Bestseller Lists to find podcasts with guest opportunities
• The two best media platforms for podcast guests
• Why associations and organizations are gold mines for prospective podcast guests

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

Being a great guest on podcasts is one of the fastest ways to grow your business and impact as an industry expert. So, how do you get on more podcasts? What's the right way to pitch yourself as a podcast guest? 

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

Whether you're creating a new webinar, creating a new training series, or wanting to speak at more events, having a great talk title, description, and takeaways is crucial. Here is the best approach to creating an irresistible talk topic, description, and takeaways that will catch anyone's eye.

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.

One of the fastest ways to grow your business as an industry expert is by being a guest on relevant, growing podcasts. So, how do you get to be a guest on a podcast? Where do you start? How do you find great podcasts that align with your business and also have the right audience for you?

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Are you a speaker, coach, or industry expert who's ready to get better results with your business? Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. Take your first step at workwithjoncook.com.