Do you have a pattern to your social media posts? I know for a long time I didn’t… and it showed! I spent years posting the same things on facebook, instagram, pinterest, TikTok, you name it. The worst part is, I would work so hard on coaching content for my business but it always seemed to just flop!
I spent some time analyzing the pages of famous content creators and reading viral posts only to find that the majority of them followed the same format.
It doesn’t matter if you’re posting a paragraph to facebook, a video to TikTok, or a photo to instagram, the format never really changes. You know why? It’s storytelling! The most compelling posts people make today hook their readers right away and keep them engaged throughout. You may be asking “Jenesis, how do I WRITE good stories that keep my audience engaged?” Well, analyzing so many social media posts and trying to figure out what made them so successful I came up with my own framework for writing coaching content that F.L.O.W.S.
The F.L.O.W.S. Method
It’s no secret people want to buy from coaches that they know, like, and trust. The way you share your coaching content influences how your audience will build a relationship with you. By courageously sharing yourself with your audience you allow them to build an authentic relationship with you.
F: Fact/Feeling
The first step is to identify the fact or feeling you’re trying to relate with. Try to think about what your audience is dealing with that you can tie back to your signature coaching offer. It could be a feeling like they’re overwhelmed, nervous about their success, or not feeling confident in their abilities. Additionally you could think of a fact like they’re not making sales in their coaching business, they aren’t getting social media engagement, or they can’t get clients to sign up for additional packages. It’s important to use examples that you have personal experience with. Using “I” statements to speak about things you have experienced yourself helps build authenticity.
L: Lesson
The second step is to identify the lesson you needed to learn to address the fact/feeling. Remember, we’re telling a story here. You start out with a genuine struggle and then give some relief with a mindset shift that allowed you to break free from your block. If you’re dealing with self doubt then this would be a good time to talk about HOW you got to a place where you could fix your thinking and build confidence. Notice that I said HOW you got there and not WHERE you got to. This step is really about digging into why you were struggling with it and what specific mindset shift you needed to open your mind.
O: Outcome
The third step is to speak about the outcome you achieved. So now we’ve discussed a fact or feeling about running a coaching business, how we decided to tackle that fact or feeling, Now that we followed our lesson and have made it to the other side, what was the outcome? If you’re struggling with a lack of confidence then this would be a great place to describe what it’s like running your business now that you have confidence. What made building the confidence so great? You can speak authentically now, you’re not afraid of being judged on social media, you can dig deeper into your feelings to really connect with your audience. These are all great examples of the outcomes you may get from building your confidence. Let people know that if they follow your lesson they can expect the same outcomes.
W: What next?
The fourth step is to let your reader know what to do now. They’ve read your post, they were connected to the issue you spoke on, they were engaged and have decided they want the outcome you speak of. What now? Talk about how you got step 2. What influences did you have that made you realize what was wrong in the first place? How did you figure out that you could solve your problem, let alone that you knew how? This is the step where you go from writing about your experience to relating it back to your reader. Let them know that they CAN solve their problem and get the outcomes you got.
S: Sell
Finally, the fifth step is to sell yourself. At this point if they’re still reading your post then they obviously relate to it. You’ve helped them identify the value they can get from you and now you need to show them how you can personally help them. Since your original fact/feeling is relevant to your audience and the offers you have then here is where you tie it all together. Let your readers know that you offer a service where you can help people with their specific problem. Your sales pitch doesn’t have to be long winded or over the top. The point is just to let interested readers know that you have a service they can buy to work through this exact problem.
Coaching Content
That is my method for developing coaching content that F.L.O.W.S. You can use this to create content for any social media platform. The key is to tell a story with your content. Make it relatable to your audience so they will stay engaged and get value from it. Finally, and probably most important, always include a sales pitch! You can’t sell your offers if you’re not putting them out there. Now that you’ve established yourself as an expert on the issue you’re discussing in your post, make sure your readers know that if they want support in solving this problem for themselves that you have an offer made just for them.
If you’re interested in talking with me about creating coaching content that F.L.O.W.S., book a free call with me today.
