When starting out, what is the best way to draw clients? Books, and then social media.

In my ealier guides in this series, I write extensively on how to use books. In this title, I will focus on the 3 strategies to use for social media.

The first is establishing your own platform by being a content creator, which we will go over in this chapter. The second is offering advice to and DMing leads on other platforms, which we'll cover in the next chapter. The third I will keep secret for now.

The key to generating leads isn't about going viral, polished editing, fancy graphics, or having a big audience, but creating highly relevant content that not only educates but entertains your target customer.

For every wannabe influencer looking to be the next MrBeast, there's 100 quiet entrepreneurs earning gobs of money with less effort by giving direct value to a small fanbase of buyers. It is not uncommon for coaches to pull in 6-figures with a few hundred followers.

Your content must solve real problems for real people. Take note of what questions your ideal client types into Google, brings up during introductory calls, talks about on Reddit, etc. Folks should feel as if you can read their minds. There should be an endless amount of material, preventing writer's block.

Get a subscription to Answer The Public, an online tool that shows the exact phrases leads type into search engines, looking for information on various topics. Many marketers swear by it.

When your content addresses pertinent concerns, you position yourself as an authority and instills trust in prospects before they ever meet you. By being warmed up by knowing your process or style presells them.

In his bestselling book, "They Ask, You Answer," Marcus Sheridan details how he took his small, struggling pool company to the most trusted authority in the industry.

How did he do it?

Sheridan answered every question that customers ever had for his firm, even the unusual ones, in his blog. He shared information that other brands would never dare say, courting controversy.

Let that be a lesson. Don't be afraid to rock the boat by offering unfiltered, taboo advice or opinions that other brands in your space are too scared to mention. Reveal the closely guarded secrets and knowledge that is often kept behind locked doors. Being polarizing in this way gets attention, draws your peeps, repels others, builds loyalty, and fosters goodwill.

Headlines are the most vital part of all content. When it comes to crafting headlines, you have two choices as well: clarity or curiosity, not both. Being clear directly compels interested onlookers to raise their hand to learn "How to..." My preference for titling things is clarity.

But opting for curiosity forges a burning question in readers' minds. Be careful. The answer to that query better be worthwhile or folks will feel ripped off by the "clickbait." It helps to get people to check out something they don't typically care about. When done right, the curiosity route may be more effective.

Ensure every piece of content you create must have one of two clear purposes that serve your audience. Each post either displays the "Why" or the "How," not both. Cramming both into one bores your audience. The beauty of this is you're able to develop twice as much content from your list of topics. Win-win.

Marketing guru Gary Vaynerchuk advises us to "Document, don't create." Posting content that allows followers to get a sneak peek into your life fosters a robust parasocial relationship. People have an innate desire (aka being nosy) to know what's going on behind the scenes. As you go about your day, take note of anything interesting you would love to share.

Don't be afraid to repeat the same lessons. Oftentimes, we need to hear the same message repeatedly until it sinks in. Providing the same advice a dozen different ways at a dozen different, spaced-out times will ensure it clicks for behavior to finally change. Repetition = Absorption.

Find ways to repurpose old content in a novel way. This can be done with a different personal story, new case study, commenting on news stories, celebrities, or historical events, opining on books you've read, etc. Remember, in order to sell anything, you must instill certain beliefs and knowledge. Those key points must always be reiterated.

Don't worry about freely giving away your secret sauce. If your free stuff is really good, they'll think your coaching must be even better. The do-it-yourselfer who only wants freebies is not your ideal customer anyway because they will never buy.

Anything you offer the public should be (almost) free or expensive. Merging both will give you phenomenal results. Stay out of the middle.

Never worry about others stealing your ideas to sell or implement without paying or asking you. Tons of information is available online for folks to Google. Worry about anonymity.

People don't desire data, they want a trusted guide to hold their hands, guiding them step-by-step in an organized process. They are looking for expert insight from trusted, charismatic personalities who make sense out of the chaotic details by curating what's important in one place. You sell a personal brand, a plan, entertainment, and interpretation, not information.

Every YouTube, TikTok, or IG video you make acts as a 24/7 salesman pulling in customers today, tomorrow, and 12 months from now. In "Life Lessons," I talk about why video marketing is the way to go.

It does take a while to get the ball rolling. You'll feel like you're publishing into the void. Consistency compounds. Producing lots of material is key. Don't constantly look at your analytics.

Getting that first sale will be the hardest before everything snowballs. Hang in there. Stay strong. Be thankful it's challenging. If it were easier, everyone would do it.

Once you begin getting folks success, their testimonials, reviews, referrals, etc., clients will signing up left and right. You don't even have to be a superb salesman or marketer. Client acquisition gets easier and easier year after year.

Abundant, compelling content eventually leads to fans binge-watching, visiting your squeeze page, joining your email list, and then setting an appointment. For those who choose to follow you only, communicate with them in the DMs, closing business there. Instagram is the best for this. Always remember: Bingers = Buyers. Be someone's Netflix series.

Start with creating 1 short-form video that lasts 30-60 seconds with your phone every day to get your feet wet, especially if you're an introvert.

Videos must start with hook in the first few seconds to get folks to watch until to the end. Viewers must feel that you're talking directly to them. Ensure your hashtags, captions, titles, thumbnails, descriptions, etc. are on point.

Once you get the hang of short-form, add long-form to the mix. Purchase an affordable vlogging kit from Amazon that includes a tripod and other accessories. When it comes to scripting, focus on raw, authentic, relatable storytelling. Mistakes, setbacks, failures, hiccups, etc. make you human and likeable due to the Pratfall Effect.

As you get more established you may consider paid ads but you don't have to go that route. Paid ads are are not for beginners. Figure out your message and audience first. For producing ads, similar rules apply as the ones for organic content. Either way, start or stick with organic content.

Ensure all your ads and some of your organic content contains clear calls-to-actions (CTAs) that instruct fans to subscribe to your channel, join your email list, buy your offering, etc.

Edutaining, inspiring personal stories or those of your clients showcasing transformations and lessons go a long way in making you relatable and credible. Stories work great for emails too. Facts tell, stories sell. As a bonus, when you teach, you learn twice.