How to Create Content that Wins Clients

In this post I will show you how to create content that wins clients.

Here is an easy-to-remember formula for content that converts: PxPxP = CC

It stands for: Precise x pivotal x practical = content that converts. 

Let's break it down. 

Precise

Do not solve generic problems. 

• “How to make more money.”

• “How to get through college.” 

• “How to train animals.” 

Solve specific problems: 

For example, 

• “How to make money selling a course on YouTube.” 

• “How to survive your first semester at college.” 

• “How to train golden retriever puppies.” 

Laser-focus every video to solve one specific problem for your viewers. And make sure it's a problem that your ideal client would have (remember yesterday's email?). 

If your ideal client is raising golden retriever puppies, then a video about real estate is a waste of time. Even a video about zoo animals is too generic. 

Create a video on why raw meat can extend your dog's life over feeding them kibbles. Or how to teach your golden retriever that every sound is not a national emergency. 

Check out the whopping view count on this video with a generic title: 

I found that video by searching: "How to be successful" on YouTube. But what I found fascinating is that I had to scroll for five minutes just to find it.

And that is because the vast majority of high-ranking YouTube videos for that search phrase do not even say, "How to be successful" in the video title. 

Instead, they use very specific titles like this one: "30 Years of Business Knowledge in 2hrs 26 mins." 

It's no surprise Simon's video earned 13 million views. 

Pivotal

Pivotal content influences how your followers view a concept. You could even call it "reality-shifting" content.

For example, let's say the news comes out with a story on why tariffs are bad for the US economy. Then you create a video on why tariffs are bad in the short term but good in the long term. 

You just shared "pivotal" content. It's your take and no one else's. 

Even if someone else agrees with you, their reasons for believing what they believe are probably different than yours. 

It's sort of like sharing your unique angle--an angle that no one else has. 

If you are deep into your craft, creating pivotal content is not hard to do. 

Let's say you interviewed two real estate agents. Both sold high-end properties in Manhattan for 15 years. 

You ask each of them, "What is the most important key to selling high-end real estate?" 

I guarantee that each of them will have a different response. What they share is a prime example of pivotal content.  

(Did you notice that what I am sharing with you right now is an example of pivotal content?). 

Practical

If pivotal content influences how people think, then practical content shows them what to do. 

Put another way, if pivotal content answers, "Why?", practical content shows, "How."  

Practical content is tactical. It gives step-by-step instructions. 

• “Why selling a course can make you wealthy in 1/10 the time selling physical products can” is pivotal.

• “How to build and sell a course” is practical.  

• “Why loving and pleasing your wife are not the same thing” is pivotal.

• “Three habits to become a better husband instead of a people-pleaser” is practical. 

You and your wife are on a walk around the block. She notices a beautiful house with a huge green yard, but it looks barren.

“They really need some trees," she says.

“I agree,” you say. “If they planted 8-year-old, large leaf trees, one every 500 square feet, it would triple the perceived value of this homestead.”

You just shared pivotal content. The kind of content that persuades how people view the world. 

But notice what you did NOT talk about. You did not say what kind of trees, how many, where to buy them, how much fertilizer and water to give them, or how big of a hole must be dug to plant each of them. 

Those are all tactics. Practical content. 

When you create online content, include both. Pivotal increases your influence. And practical gives your viewers hands-on help.

Have you ever run into a mechanical problem with your car that you didn't know how to fix? 

So you go onto YouTube and find a video that shows you step-by-step exactly how to fix it. 

That’s practical content.

But did you subscribe to their channel? Nope. 

Do you remember the name of their channel? Nope.

Why? 

Because in spite of their tactical genius, they did nothing to impact your perspective, to influence how you view a concept. 

This is why pivotal content is so important. It influences how your followers think about the world while practical content shows them what to do.

Put those together to solve a specific problem for your ideal client and that’s how you start earning subscribers.  

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