What's the Most Effective Way to Pivot My Message and Content During a Crisis? | The Copy & Content Podcast with Jon Cook, Presented by Keynote Content

Copy & Content with Jon Cook: For Speakers, Coaches, and Experts Who Actually Give an 'Ish'...

Hey, it's Jon Cook here with Keynote Content. So great to be able to connect with you and talk through a topic that I think is very important for a lot of different businesses, a lot of different people. Whether you're a speaker, coach, an expert, you're a thought leader, you're a trainer, you're hearing, “You've got to pivot! You've got to pivot, pivot, pivot!” and I'm here to tell you that before you pivot there are some important details you need to have in mind, especially when it comes to your messaging. Today I'm going to walk you through a couple of different details to help you pivot with your message the right way, clearly and effectively.

The first thing is, instead of just pivoting, what I want you to do is I want to start with knowing your why. This is something that can hold to any type of season, any type of economy, any type of situation, or industry, whatever it might be, is going this is why you do what you do. This is what gets you fired up. This is what gets you excited. This is what gets you being able to get out of bed in the morning, make sure that this is why I'm making a difference in the world around me, and so knowing your why is a huge part. If you don't know your why, take half a day, take an hour, whatever it might be, and think about what am I most excited about? What do I really want to do with my life? What do I really want to share with the world around me that I know is my gifting, or this is my calling, and how can I make a difference in a meaningful way? Knowing your why is a huge place to start.

The second thing I want you to do is know your audience. Know your who, as it were. Know the people that you really want to serve, and you might say, "Gosh, I don't really know my audience. I don't really know who it is I want to serve and what makes them tick, and what are the challenges, what are the problems." Well, you can head to workwithjoncook.com, fill an application, we'll hop on a call, we'll talk about your audience, we'll talk about your why, talk about what is it that you want to share with the world around you, and what makes you different. Once you know your why and you know your audience, that might have changed in the last several weeks, especially as we go through this COVID-19 pandemic, and the economy changing, you might say, "The people that I really want to serve ..." whether it's like ... Let's say it's in person events.

I was just talking with a guy who's a good friend of mine, Cody, his wife Christy is an event planner for live events, and her entire business vaporized over the last couple of weeks. She has no events really planned for the next several months, and who knows when live events might come back, and so the pivot of that sort of going ... She could switch to online events. It’s still event planning, right? And if it's event planning, what does that even look like for her business? Your why probably hasn't changed, your audience may has changed because your audience context might've changed, their environment. They're not onsite or they're not in person or this economy has entirely shut down, whether it's entertainment, whether it's the hospitality space, whatever it might be...

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Being an expert doesn't mean you automatically have an audience, especially with so much noise in the digital marketing space. You need to break through the noise and establish your message as a rising thought leader in your industry. Jon Cook has worked with over 1100 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. If you want greater clarity and even better results with your message, visit workwithjoncook.com.