Graham Cochrane (00:03.596)
If you're a coach, here's something that might sting a little. Teaching great content isn't what gets people to buy from you. Like I know you have heard the opposite your whole career. And look, you can be an incredible teacher, and people can love every minute of your content and still not buy. Because content doesn't sell, belief does. I'm gonna show you the difference today.
And why missing it is quietly costing you sales.
Graham Cochrane (01:03.138)
Now, if you know me, you know I'm a content guy. I love content. I have been posting at least one piece of content every week for the last 17 years. And that sounds insane, but it is true. And I have done every kind of content imaginable: short form, long form, video, audio, blog posts, webinars, multi-day challenges, live streams.
Five hour master classes. I've done it all. I love teaching. I love communicating. I love content creation and I see the power of content creation. So I am not anti-content. That's not what I'm saying. But I have done this long enough to know that there is a problem with the way most coaches create their content, the type of content they emphasize. And I can see the direct correlation between this type of content.
And the lack of sales. So most people are stacking tactics. They are taking what are the how-to's, what are the tactics to do the thing, to solve the problem, and they are just shoving all those tactics into their content. That is what their content is primarily. So if they have a YouTube channel, let's say you have a YouTube channel, if you are over teaching, then this is what your content looks like.
Do this to get this. Do this to get this. If you don't know how to do this, here's how you do it. If you're feeling stuck here, here's how you get over that problem. And it's how to, how to, tactic, tactic. This also shows up in webinars, especially in webinars. You have a great how to webinar title, and people come to your webinar and you blow their minds for 45 minutes, 60 minutes, 90 minutes. Maybe you take some QA, but you make an offer on that webinar and nobody buys and you wonder why nobody bought, especially when you say,
But everybody loved the webinar. They told me this is the greatest webinar they've ever been on. They learned so much. But if d they didn't buy, then it wasn't effective. Right? And there's a correlation. The more they say it was the greatest webinar ever and they learned so much, the less likely they are to buy.
Graham Cochrane (03:14.658)
So this this might be confusing, this might be frustrating. You're like, well, grandma, what am I supposed to teach them? I'm gonna get that to you. But what I I have clients, and I've done this myself, and I'll use myself as an example as well. I'm not picking anyone in particular, but I have clients who I'll review webinars for them. And so inside of one of my coaching programs, they'll say, Hey, I just hosted another webinar. Here is what I taught. I had this number of people register, attend live, I made my offer at the end.
Very few people bought or nobody bought or whatever, and I don't know what I'm doing wrong. And I'll look at their webinar slides or look at a replay or they'll tell me what they taught, and I realize, I know your problem. You taught them way too much. You taught them way too much and way too much of the wrong thing. So if you have felt this, but I feel like I'm teaching really, really good stuff and nobody's buying, this episode is for you. But I will make one caveat before I show you the two reasons why.
The way you're teaching and what you're teaching your content isn't working and how to fix it quickly. You have to have a really good offer. So I'm going to do two things. I'm going to one, assume you're either one of these two people. You are either someone who has a really good offer, like a great high-ticket offer that you know will grow your business and people love it and they want it. And you already have that in place and you just need to make better content to sell that offer. If that's you, this is gonna be helpful for you. If you don't have
An irresistible premium high-ticket offer that you know converts that people love, something I call a magic offer, or you're unsure if you're unsure, then that means you don't have it. And that's okay because I didn't have it for very long. Then I want to give you a resource to help you out with that because in a couple of days, I'm doing my live five-day coaching program called the 10K offer challenge. And this is a five-day coaching experience on Zoom. You show up, I teach you exactly what you need to put into your offer, how to build it, how to price it, how to sell it.
And I'm talking about a $10,000 offer. Whatever you do, if you're a songwriter, if you help people with your back pain, if you're an artist, if you teach people how to speak Spanish, if you're a fitness instructor, it doesn't matter what you do, we will package it into a ten thousand dollar offer that's irresistible to your target market. So when you walk away on Friday at the end of the five days, you already know how to sell this puppy. You already have it created, it's in your palm of your hand. You might have already sold it by then. Often many people sell their 10K offer during the challenge. So this is something I'm really, really good at. This is what I help my clients do every single time. But the live
Graham Cochrane (05:37.427)
one that's coming up is tickets are still for sale right now. There's still a few VIP tickets left. So if you want to come an hour early and spend time with me and get your questions answered, have me review your specific offer, get a VIP ticket before those sell out, because they do sell out. Otherwise, just get a a ticket and be in the room for five days on Zoom and we'll we'll fix your offer. Because once that's fixed, then what I'm talking about today is really going to help. Because assuming you have a killer offer, but when you're doing a webinar or a challenge or creating YouTube content, nobody's buying your offer. Here's why. So
There's two reasons why teaching tactical content backfires. number one, teaching a tactic, let's say you do a webinar, teaching them a bunch of tactics in a webinar only makes them want to leave the webinar immediately and go try those tactics to see if they work. So they're not gonna want to take your next step and buy your coaching program or book a call to work with you as a coach because you just gave them a bunch of stuff to go do.
So they're gonna want to go do that. And that kind of makes sense, right? They spent 45 minutes or an hour with you. You showed them what they need to be doing instead, and now they know what to do, and they're gonna go do that. Whether they believe that's enough for them or not doesn't matter. Whether they believe they'll be successful with those tactics without your help doesn't matter. They wanna go try those tactics first. Does that make sense? So they wanna test it themselves before they buy something from you. You've you've
without realizing it, created a try it before you buy it culture around your brand. It's this instinct of let me go try this. That was really good. Let me go try what she said. That's very, very common. Reason number two, teaching tactics backfires and doesn't lead to sales is that teaching them what to do without teaching them who to become in order to do that thing leaves them structurally unable to execute. They just can't do it. So the content
doesn't even work for them, which only confirms their doubt in themselves and in you and in the whole concept rather than building trust. This is what's so fascinating is you want to help them so badly, which I love. That's what I love about you. I love the heart you have for service. I love the desire to actually build a business where you get to wake up every day and go help people. Like I get to do. I I I don't have a perfect business. I don't have a perfect
Graham Cochrane (08:04.266)
Life, I love that I get to do this though. I love that I get to wake up every day and serve you and give you something that's gonna help you. So the heart of service is great. So that's what you want to do. You want to help them, but you're actually hurting them because you're saying, here's the tool, here's the tactic, but I am not gonna help you become the person that knows how to use the tool, when to use the tool, why to use the tool, or use the tactic. And so you're gonna fail. You're literally setting them up to fail. And you say, Well, Graham, those tactics work for me. Yes.
Yes, they work for you because you are now the person for whom they can work. There was a point in your journey of your own transformation in this area that you helped coach other people in where you weren't the person who could do the thing. And you went on the journey. You've done the hard work. This is why you've gotten great results. This is why you're passionate about it. You've gone on the journey. You've been through the frustration and the pain. And along the way, you discover what didn't work.
You discovered what parts of you needed to change. You discovered where you needed to shed old patterns and habits, where you needed new discipline, where you needed to be in new rooms. You need to be around new people. You had to identify limiting beliefs. You had to adopt new beliefs. Like you've gone on a journey. Whether you had realized that all these things were happening around you or not, they were happening. And so along the way, you've picked up some tactics. You've picked up some tools that are very, very valuable if you're the person that can use them. And guess what? You have become that person.
So for you, those tactics work really, really well. For you, those tools work really, really well because you have become someone for whom they can work. Your prospects aren't that person yet. And if all of your content or the majority of your content is just tactics, how to do a thing, what not to do, what to do instead, you are never equipping your people because you're never calling them up higher. You're never teaching them to grow.
You are just giving, and I don't mean this in a derogatory sense, you're giving a child adult tools and saying, These are great tools. Here's a chainsaw, here's a hammer, here's a but a child isn't equipped to use those tools. So the there's nothing wrong with the tools. It's just the the person isn't ready to use those tools yet. You would be better served and they would be better served and they would better trust you and love you and want to do business with you if you could help give them content that would help them become mature, grow them so then you can hand them a tool that they can actually use.
Graham Cochrane (10:27.832)
So if you teach them tactics, they run off and try those tactics before buying anything from you. And two, if you just teach them tactics, they aren't structurally sound enough to execute those tactics. They're not the person for whom those tactics will work. So here is the real power move. You need to start creating belief shifting content. Wherever you are in life and in business, and whatever you do in business or whatever industry you think you're in, you are actually in the belief shifting business. That's it.
You are in the transformation business, but the only way to transform people is to transform them from the inside out. You have to start with their beliefs. The results they're getting in life are the result of the beliefs they're believing. So if you want them to get different results, they have to believe different things. So teaching content versus belief shifting content is completely different. So teaching content is largely tactics.
Belief shifting content is largely principles. And within that category of principles are gonna be things like identity. You're gonna be talking about who they need to become, who they are. Like these are deep-seated things. when you become the right person, you naturally do the right things. It's funny, there's all those studies about people who, you know, they put on a suit. So they they're wearing t-shirt and jeans.
At a at a job, and then they put on a a perfectly fitted suit, or if you're a lady, a perfectly fitted like skirt, dress, power suit, something that just like super formal and perfectly fitted for you that you feel really good at. All of a sudden you sort of change your state because you you view yourself differently. And even though you're the same person, you start to act as if you are a person of power and influence and authority and confidence just because of what you're wearing and how good it makes you feel.
There is something about that you're taking on an identity. Like, yeah, you're putting on a jacket or a suit or a beautiful dress, but really you're taking on an identity and you see yourself through the lens of that identity. And so you act as that person. That one of the most powerful things you could do is call your clients up higher to be a better version of themselves and they will they will do the thing. So you just tell them, do this, do this, do this, do this, they'll never be able to do it. They have to be the person that can do it. So instead of teaching how to content, you teach.
Graham Cochrane (12:54.818)
belief shifting content, which is going to be around principles, identity, and it's content that removes internal objections and rewires the story someone tells about what's possible for them.
This is there's there's nothing like content that does this. so for example, like if you like I I try to be super transparent in meta, like I teach business, but I'm teaching you with your business, so I'll use my own content as an example. If you come to my 10K Offer Challenge, link below by the way, 10koffer challenge.com in the description in the show notes. If you come to the 10k offered challenge, you're gonna
You're gonna experience something really profound. And and I say this I've been doing this for over a year now, running this event month after month. and without a doubt, on Friday, by the time we get to Friday, there are people in tears. In tears. At a a five day event on selling and offer creation and pricing. They're in tears. And they the reason they're in tears is because they say something to this effect, Graham.
I am not the same person I was when I came in on Monday. They come in on Monday, maybe skeptical that they can charge $10,000 for whatever they do, whatever. by Friday, not only do they believe they can, oftentimes they've already sold a $10,000 offer, which is crazy. but more importantly than that, they are in tears because they're like, I have gone through a personal transformation this week. I am not the same person. Now, that is by design.
While my challenge will teach you exactly how to craft, articulate, communicate, and sell a ten thousand dollar plus offer, no matter what industry you're in, that's not all it's gonna do. It has to, if for it's gonna be effective, it has to identify the beliefs that you have that are not serving you in your business right now. Identi beliefs that are keeping you small, charge undercharging, playing f scared.
Graham Cochrane (15:04.642)
Looking at competition, believing stupid ideas that people in your industry are spouting out. Like you're not stupid, but you have beliefs that aren't serving you. And so what I have to do from day one is identify those beliefs and try to remove them. Almost like you demolish a house before you you renovate a house. You gotta take out the old cabinets, the old flooring, old carpet. I don't just start going and glossing over new stuff on top of it. We gotta remove the old stuff so there's room to install new.
More helpful, more beautiful beliefs that allow you to become the person that could have a $10,000 offer, sell $10,000 offers, close $10,000 offers, and scale their business. I am way more interested in you becoming a $10,000 coach at an identity level than you having a $10,000 offer. Even though you having a $10,000 offer is actually the easiest thing out there. It's really, really straightforward. And I I help you do that. But I know you won't be successful at that offer.
Unless I help you become a $10,000 coach. Are you following? So my challenge, and if you come, you're gonna see it. It's going to change who you are. It's gonna change what you think about business, it's gonna change what you think about yourself. We get it gets deep because you realize people are coming into this event wanting to make more money in their business and work less and have more freedom and have less stress. But there's so many, many fears and doubts, and insecurities that, yeah, we're talking about offers, but really we're talking about anxiety.
And and insecurity and imposter syndrome and all kinds of stuff. Cause we're humans, right? And we have emotions and it's all mixed up. So when you can speak to the art the identity of your prostate, when you can speak to the principle of a thing, you can move them so much farther clo or so much closer, I should say, from being super far away from saying yes to your offer to being super close to saying yes to your offer. And no one's gonna say yes to your offer until they believe that they could get results with your offer.
And giving them tactics doesn't help them do that. So oftentimes your people have internal objections as well. and these objections are the things that hold them back. They don't believe it's gonna work for them, they're not really sure how it's gonna work. and so the if you're looking at a webinar, the the worst thing you do in a webinar is teach them a bunch of tactics and then make them an offer, thinking I've taught them a bunch of good stuff, they're probably gonna buy my thing because they're like, Wow, look at what he gave me for free. I'm gonna buy his his paid thing. No.
Graham Cochrane (17:29.196)
The only way you're going to get someone to buy your thing, especially if it's a $10,000 offer, is to get them to systematically remove the things that are blocking them from saying yes. So there's there's internal objections that they have about themselves. There's some external objections about maybe the method or the industry or whatever, but you need to address those things, teach them stuff that helps them learn, but then it subtly removes those walls so that they can step forward. Does that make sense? So
identity and principles. What are the differences? Well, tactics are the how questions and the how answers. How do I fix my toilet? How do I close a sale? How do I, how do I, how do I?
Principles are what to do and why to do them. Okay. Everybody wants to know how, but they don't know what they really should be doing or why they should be doing it. And without knowing that, the how is very useless to them. So often you'll see me teaching content on YouTube, on my challenge, if I do a webinar that deals with what they should be thinking, who they need to become.
What's really happening in our coaching industry and space? So for example, I have a webinar called The New Era for Online Coaching, the New Era of Online Coaching. And I teach three core principles about what has changed in the coaching space in light of AI, so much, you know, crowding of content on all these platforms, social media and YouTube platforms changing from, you know,
Followed based content, like I want to follow the people I'm interested in to algorithm-based content and just push those things out. everything has changed. And so I don't teach a bunch of tactics. I teach them what to think and why to think, what to do and why to do it. So we talk about things that they're thinking that are holding them back, like, I have to have a huge audience. And so they're they're optimizing for anything that will get them a bigger audience and more views. And that's actually the last thing that's gonna help them in their business when they're it's that's not the thing. We talk about
Graham Cochrane (19:42.605)
you know, that people think I need to have a certain level of expertise and experience and have to have credentials and I have to have a degree or certifications. And all of that is an excuse so they can play the victim of I don't have a big enough business or a successful enough business when really what we have to break down is no, you have to be able to show proof of transformation. And all you have to do is show your own transformation or that you can help somebody else. And there's this this ladder of credibility, a credibility ladder that you can go up. And so I have to just show them these these deep identity and principle based content.
This type of stuff helps them go, this, I actually think this is possible. And I think this is possible for me. And that's what gets them to the front door of being able to say yes to an offer of mine. Not giving them a formula or a script. And so I have seen clients of mine whose webinars are filled with all kinds of bonus lead magnets and download this script and download this. And I'm giving you all these tools. And so you're overwhelming them with all this stuff to go do. And then the next you ask them to do something else, which is to buy your thing, they're not going to do it.
'Cause they haven't changed enough yet. And now you give them a bunch of homework to do, they're gonna just gonna go work on that homework and and see if that works for them.
Let's take it a level d even deeper. There is a whole nother game being played that's prohibiting people from buying from you. And this has less to do with you and more to do with them. It's the whole, it's not, it's not you, it's me. and this is where I would call it their money story. I was in Washington, DC over the weekend hanging out with my brother and my dad. My brother lives up there now with his family, and my dad and I flew in from
our respective states to just hang out for a bro weekend, have a lot of food, you know, take some tours of the Capitol building, watch a lot of shoot up, kill up movies, as Shay calls them. and so we're just having a great time. And what I love about hanging out with my my brother and my dad is over a good meal or, you know, at a rooftop bar, just enjoying a beautiful view and a drink, just talking about life and talking about interesting things that come up. And one of the things that came up is this idea of money stories and how
Graham Cochrane (21:45.131)
Our our childhood, our experience with money, good or bad, affects how we interact with money, think about money, wealth, business, all of it, all of it, deeper than we think. And we all have a money story. The question is just what is the story we're telling ourselves about money, resources, and the world. And this comes into play with your prospects who want to buy your offer. Oftentimes, when it comes to premium offers.
How helping someone say yes or helping someone get to the finish line, to the end zone of saying yes to your premium offer, you have to help them get over things that have nothing to do with your offer and have nothing to do with your industry, have nothing to do with you. They have everything to do with themselves and their money story. For example, one of the number one things that you have to help them overcome is worthiness. What do I mean? Did you know?
That the moment you present a $10,000 offer to a prospect, you've begun coaching them, even if they haven't said yes to your offer or never say yes to your offer, and you're not in a coaching relationship. You've already begun coaching them because you've challenged them to ask a very powerful question. And the question isn't, is this offer worth it? Is Graham's coaching program worth it? The question is, Am I worth it? Am I worth the investment in myself?
Like at a subconscious level, they don't know this is happening. You're not saying this, but when they let's say they come to your webinar or they come to your challenge or they're on a sales call with you and they're loving this. They're like, dude, she can solve my problem. She's my girl. I feel like I really want to work with her. I really want this result. and then you present, let's say it's a $10,000 offer, like hopefully you're gonna have after you come to my challenge. The number one question isn't, is this worth it? It's
Worth spending that kind of money on? And they've never even thought about it like that. But that is fundamentally what your prospects are asking. Am I worth investing in myself at this level? All of us feel like we're worthy to a point. And for you, that might be: I'm I'm worthy up to a $400 course, or I'm worthy up to just a $29 book. You might even be at a place where you have so little worthiness of self-worth.
Graham Cochrane (24:08.034)
Just because of however life has beat you down, that you're like, I'm not even worth buying a book. I I am worth maybe watching a YouTube video like this or listening to a podcast like this. And that's fine if that's where you're at. But you have to know that that not only do you have you and I have worthiness issues, your prospects do. And so when you raise the level of your fee, because you want to play at a higher level and you want to be a premium provider, you're raising the stakes of that first question of am I worth investing in? Right?
Am I worth investing in? you know, I I hired, I hire coaches all the time. I hired a marriage coach for Shay and I last year. He's actually a a a client of mine. and his fee was forty thousand dollars for six months of coaching. The question we didn't didn't ask was, is he worth it? The question is, is our marriage worth it? The answer is yes for us. That was a no brainer.
Is it expensive? I don't know. I think divorce is more expensive and unhappiness is more expensive than forty thousand dollars. and not getting the most out of your marriage and having the friggin' rock star marriage that I want is is more expensive than forty thousand dollars. But the question wasn't whether we thought Rod was worth it. The question is, is our marriage worth it? And we said, yes, 100%. I invested in a fitness nutrition.
Coaching program for $9,000. The question wasn't, is this program worth it? The question was, is my health and my body and the way my confidence, because the way I want to feel with my shirt off, is that worth investing? Am I worth investing $9,000 in? And the answer was yes, 100% for me. I just had a couple of coaches fly in from Nashville and Scottsdale to spend two days with me here in Tampa last week, ideating some new material for a possible new book.
And we spent twenty-two thousand dollars, or I spent twenty two thousand dollars in two days of my life. The question wasn't is are they worth it? The question is am I worth investing twenty-two thousand dollars in for these two days to deep dive on some some concepts for a new book that I think will change the world. Absolutely. So
Graham Cochrane (26:23.298)
This is the kind of question your prospect is asking. Am I worth it? And you, if you don't realize that, you'll you'll be so frustrated and you'll have the wrong angle when you try to sell. We have to help people see that not only do they have a problem worth solving, and not only do we have a solution worth investing in, but the person themselves, they, the woman across the screen from you, the man across the screen from you, or across the table from you, they are worthy of investing in themselves.
Their life is worth it, their family is worth it. They are worth it. And they have to believe that. I can't make them believe that, but I can certainly create content in my presentations, in my webinars, in my YouTube channel, in my challenge to help them see themselves as worthy of investing in themselves. Do you see how deep this is? Do you see how sales scripts and seven ways to close people is missing the point? They're struggling with worthiness. Another
Money story that you were gonna bump up against often is past failed investments. Past failed investments. This is I invested in coaching in the past at a high level and it wasn't a good coach. It didn't work. Or I invested in something else expensive and premium that I thought was going to solve my problem and it didn't. and this can lead them to start to, without realizing it, project the future based off the past. Because of the past, the future is gonna the exact same thing, which is kind of what we do as humans.
We make assumptions about the future based off of our past experience. If you had a hard relationship, you're like, I'm not gonna date ever again because I had a really messed up relationship in the past. Well, I understand why you would come to that conclusion, but it's not logical, right? Your past relationship doesn't mean all future relationships will be the same. But we do that. Well, I lost money in an investment, so I'm not gonna invest in something else. Or I hired a coach and and she didn't work out or he didn't work out or it was a scam.
People people will run into that stuff all the time. You have to be super aware that this could be a reality for them. And they might be a little gun shy. So you don't want to pressure anybody. You always want to give them the opportunity to say no. Look, this is just an invitation. You can say no. You can certainly say yes, it'll change your life, I believe, but you can say no. And hey, if you're not ready, it's all good. I don't need you to buy. You need you to buy, but I don't need you to buy. I I tell my my clients all the time, look.
Graham Cochrane (28:45.268)
I believe at a fundamental level, and I'll tell you this, you need my help way more than I need your money. So I'm never gonna pressure you to buy because I don't need your money. But you definitely need my help. But if you're not ready to come to that conclusion, I can't make you ready. You have to feel ready. And I want to honor people's fear, but I I also want to address it in my content if I can, that past failed investments in coaching or in something else doesn't mean that your next investment is gonna go that way. I the the nature of investing is that you win some, you lose some. It's not gambling.
Don't get me wrong, gambling is kind of dumb because this the deck this the deck is stacked against you. Calculated risk in strategic investments, the deck is stacked in your favor, but it doesn't mean you always win and the market doesn't always go up. But I know when I have failed investments that the next one may not be a failure. And actually, let's let's just be honest here for a second. There is no such thing as a failed investment. There is no such thing as a failed coaching arrangement. there's just learning.
You may not have gotten the outcome you wanted, been there, done that. I've bought investments, properties, stocks, businesses that didn't grow or didn't grow the way I wanted. I've hired coaches that I wouldn't rehire. maybe it didn't get me the result I thought I wanted, or maybe I didn't feel like it was worth what I paid for it. But I never go, wow, that was a failed investment. I go, A, did I get value out of it? Because you generally can always get some value out of it. B, what did I learn about myself, about what I want out of a coach? Like,
I am able to better select coaches and mentors now because of ones I've had in the past. I've learned from the ones that have been great. I've learned from the ones that haven't been a great fit. And that's a good thing to say too. But sometimes it's just fit. It's not the coach is either good or bad. It's fit. But I've learned so much. There's no failed investment. I just take it and learn. That's why entrepreneurs, they they crash and burn sometimes. They have businesses that don't work. There's no failure. They're like, okay.
I learn not only what not to do and what to do, but I also learned skills and I had got experiences on top of experiences that stack and stack and stack. And guess what? It goes back to identity. I'm becoming a better person, the more equipped person, the more mature person along the way. And I bring all of that experience into the next endeavor. So I don't believe in failed investments, but a lot of people do. And that is a money story that is holding them back from saying yes to your offer. And the other one that you want to bump up against, and I'll finish here, is
Graham Cochrane (31:07.234)
That I should be able to figure this out myself, sti the story. And this can come from a money story of frugality, of like just we had to figure it everything else on ourselves or figure out everything else ourselves because we couldn't pay someone to do it. It could also just be a stubborn DIY type mentality of like, I should be able to figure this out on my own. You never can convince those people. And you don't want to convince those people, but you do want to show them that, yeah, you could absolutely try to go figure this out on your own.
But I can get you results faster. Working with me is a shortcut. We can collapse time frames. I can hold you accountable. Not only will we get the results faster, but they're gonna be better results. Again, I could have figured out how to track my macros and change my workouts and ensure that I strategically reset my metabolism and then do a cut period where I can get my body fat down. I could probably have figured out a lot of that out on my own.
But I'm not gonna be as good as the people that eat, breathe, and sleep this stuff that are literal nutritionists. I'm not gonna have any accountability. And I'm a pretty disciplined person. I'm I hold myself accountable, but I wouldn't have any accountability. and I wouldn't have any buy in because I'm just not paying anything for it. When I pay a coach nine thousand dollars, I'm gonna do every single workout, I'm gonna track every single thing I eat, I'm gonna show up every single week for my take my pictures, upload my pictures, do my check ins. I'm gonna do it all because I invested in people who pay, pay attention.
People who pay a lot pay a lot of attention. And people who pay attention get results. So your prospects need to pay attention to you to get results. Would you agree? They're not going to get results if they don't pay attention to you. So they need to buy. But they have to come to that conclusion. So some of our content needs to revolve around helping them see that for themselves. That, yeah, you could do some of this on your own. Sure. Feel free. But if you really want results and you want better results and you want results faster, you need to pay. So
This is just what you're bumping up against. Do you see how teaching another tactic is not gonna help you close the sale? Like when you realize how deep this stuff is, teaching more tactics is not only not helping you close the sale, it's stiff arming the sale. It's like, nope. No, that it's it's not it's not gonna happen.
Graham Cochrane (33:23.82)
I'll give you an example of like what my webinars used to look like and what they look like now. All right.
Graham Cochrane (33:39.66)
Let's land the plane here today.
What I want you to stop doing is shoving tactical content into everything you do. Specifically, I want to give you two bits of homework that might help be helpful for you today. After acknowledging that maybe the shift away from tactic content to belief shifting content will be a huge unlock for you and your business. Number one is I want you to reframe one piece of content. Take one piece of content that you were about to teach, and I want you to reframe it from a tactic like a how-to video or a how-to post.
And turn it into a principle, a what post, a why post. Okay. This might not be easy for you if you've never done this before, but that's I want you to take something you're about to post that's gonna be a tactical how to do this and ask yourself, how can I reframe this to be a principle-based content? What is the principle that they need to know, that they need to believe in order to get results in this area? Okay, so reframe one piece. And second, I want you to add one.
belief objection segment to your next webinar or presentation. So if you're gonna give a keynote, if you're gonna do a webinar, if you have a challenge coming up, if you're gonna get on a sales call, I want you to intentionally plan a belief objection segment that you want to address. Not just, I'm not saying you have to get rid of all the how-to stuff, just one step at a time, but let's say you had three tactical things you were going to teach at
Take at least one of them out and replace it with a belief shift that they have to make that will actually address one of their objections, whether they realize it or not, to your offer. Like think about your own offer. What objections are getting in the way of people saying yes to your offer? What common objections? And don't act like there aren't any. There are always objections. Identify one of those, one of the core ones, and then create a teaching segment that obliterates that objection, that reframes it and shows them.
Graham Cochrane (35:38.7)
No, that's actually not a a thing that's prohibiting them from getting results. So that they can move forward. Does that make sense?
When you stop over teaching.
Not only do you get more sales, and it's so counterintuitive, but you're to get more sales, but your content is actually going to do its job of moving people, like truly moving people from where they are to where they need to be, not just entertaining them or informing them. AI can do both of those things. AI can in inform, and any Joe Schmo can get online and entertain. Just look at the amount of content. It's just pure entertainment. That's actually.
Easy to do and in abundance. But what is scarce and what is truly transformative is content that moves people from believing one thing about themselves and about the world to believing something new about themselves and of the world that's empowering so that they actually can go do any of the tactics they ever receive from you or anybody else, but also empowers them to be able to say yes to you and your offer. So stop teaching only how-to content and start.
Teaching belief shifting content and watch your sales grow. I hope this blessed you. I hope this helped you. If I haven't seen you in the challenge, you need to come. Tenkaofferchallenge dot com. We go live in a few days. I want you to be there so we can change your beliefs about offers and pricing so that you can actually win in business and not stall out. See you there.
