How To Create Content That Attracts Clients You Enjoy Working With (UAE Edition)

This is a practical guide that'll show you how to create content in the UAE that positions you as a leader in your market, builds your authority, and only attracts people that you really want and enjoy working with.

This Is For You If:

• You’re creating content like everyone else
• Your content is not converting in booked calls or sales (even with your link in bio)
• Your content is attracting unqualified people
• You want to create content that drives business and not be an "online clown"
• You don’t care about vanity metrics (likes and followers) but care about business metrics (booked calls and cash in bank)

If you resonate with the above, then you're on the right track but missing a content strategy that’s dialed in for your market. And most importantly, that's aligned with the UAE culture and how we perceive things.

That'll be our topic for today (I'll share my exact method).

But Before We Begin, Let Me Take You Back To 2016:

• It all started by me being a “nobody” in the UAE space industry (I was just a random guy trying to build a name for himself in the industry).
• I remember closely the two burning emotions I had as I saw the UAE push all these initiatives for the space missions: 1) I wanted to be well-known in it, 2) I wanted to get opportunities to work on the big projects that were planned.
• Nevertheless, I was doing well (or everyone thought so). But in reality, I was only “doing well” on the things that wouldn’t satisfy those emotions, I was working on my craft rather than talking about it. I struggled with visibility.
• Reflecting back, the reason was my inner “introvert”, it forced me to avoid discomfort and fear rejection. I was unconsciously avoiding meetings and people in general, just to stay in my comfort zone. I lied to myself saying that all that mattered was getting better at my expertise.
• For the next 2 years, I kept on seeing “less qualified” people get all the opportunities and positions I wanted, I didn’t understand why as I worked much harder than them, but I knew something had to change.
• That is when I promised myself: From that day on, I will be in the face of everyone and never say no to any opportunity regardless of how I feel. Also, I will speak as much as I work on my craft. That was the day I killed my inner "introvert" and became a "whatever-required-vert"
• Initially it was very hard for me to stay consistent and figure out this new world of networking and “people”.
• But over time, and as I started seeing results, it became easier. I went from speaking to myself, to a room of 5 people, to then pitching my space business to 300+ people and securing massive funding.?
• I became an authority in the industry, was invited to every talk, started my own business, was appointed to every space project that emerged as a leader, was asked for an interview on every space event that happened, and even people stopped me as I walked in the mall.

This, ladies and gents, brings us to step number 1 of the process, "qualifying with stories".

Step 1: Qualify With Stories

“The stories you tell, determine the quality of clients you attract.”

Humans love stories, and the UAE culture is tribal, thus, we love stories even more (there’s nothing better than hearing stories at the campfire in winter, regardless if it’s true or not).

If you are attracting the wrong people into your business (either as clients or booked calls), ask yourself this: what stories are you telling?

For example: if you keep on sharing the story of how you were struggling when you were at the start of your business or the problems related to that stage, guess who you will attract? People who are just starting their business.

To make this point: the story I mentioned above happened when I was doing my masters, but I did not mention that as part of the story. Can you guess why? Because it'll resonate more with students or fresh graduates who just got employed, those are not my ideal client.?

Thus, stories are extremely powerful when they talk to the right person and get them to see themselves in the story.

Because you don’t tell stories to show people how amazing you are or to show off your skills. You tell stories to resonate with the exact person you want and get them to say: “I know exactly what that feels like”.?

You want your ideal clients to see themselves in it (it is NOT about you, it is about them). So, make them the hero of the story.

How do you write a story? Let’s break down the space story I mentioned above into sections you can use:

1. Where & when did the story start?
2. What did you desire?
3. What were the external factors that stopped you?
4. What were the internal factors that stopped you?
5. How did you come to a realization that things need to change?
6. What did you plan to do next?
7. What new challenges did you face?
8. What did you achieve after overcoming the challenges?
9. Who did you become?

P.S. I wrote the story above in bullet points to show how each section of the story corresponds to these points.

Summary:

The stories you tell determine the clients you are attracting, they indirectly qualify people and attract the right ones.

Action Item:

Write down 5 stories that you will keep on repeating and sprinkle them around all your content.

Step 2: Stack Value

“Different is better, than better.”

Let’s be honest here: you are most probably NOT the “leading”, “#1”, “best”, or even “first” person in your field and in what you do. And even if you are, there are people out there that would tear everyone down in shady ways just to make it to the top.

This is NOT a game we play or would like to play.

So the question becomes: “how can you make people choose you if there are people doing much better than you in your market, have a bigger follower, have elite clients and testimonials, and so on?”

It’s by understanding this: “people buy coaches and NOT coaching”.?

Meaning that people would choose you based on the values you have (this shows that people do not care about your followers as much as they care about who you are).

Thus, every piece of content must revolve around values that resonate with your ideal clients.

For example, some of my values are:

1. Life Before Business – I believe people should create a business around the life they want and not their life around their business.
2. Dream Clients – I believe that people should not work with anyone and everyone, but only with people they enjoy working with.
3. Freedom – I believe life has many beautiful things to offer (places to travel, experiences, foods to eat, etc.), and everyone deserves the freedom to do what they want, when they want, and how they want. And they should build a business that can support this.

P.S. This newsletter issue is me expanding on one of my core values (which is “Dream Clients”). And if you are still reading and it resonates with you, you have gone through many qualifiers putting you in the group of my ideal clients.

And by combining all your values together, you form a value stack that is unique to you. You can then name it differently so you truly stand out and “be different”.?

For my values above, a name could be:? “The Seyola Way”.

And the messaging could be: "if you want to only work with clients you enjoy, and live the life you want, then let’s build a business the Seyola way and this is how you do it."

Also, how it could be tailored in the UAE is that we have different values and principles, so these are the steps to unlock this market:

1. Understand the UAE culture & the it's values
2. Be clear on your values and what you want to achieve
3. Share content that is aligned with your and the UAE values

Summary:

Be different, not better. And you do that by packaging your values in a unique name and integrating them in all the content you create.

Action item:

Write down all your values and your methodology that achieves the outcome you have in your business (make sure it resonates with your dream clients). Stack them together and package it with a unique name.

Step 3: Distribute

"It takes 4 hours a day of telling people about you in order for everyone to know what you do and how you do it"

Now for the easy part, you need people to know about the previous two steps (you can't just keep it to yourself).

Thus, share your stories and values as much as possible through your content and all other marketing/sales activities you do within your business.

Look at it this way, you are on a mission to enroll people in a new way of doing things that is better for them and can be offered just by you.?

Here's a video that goes in-depth into how I do it (steal this method): YouTube Video

To Summarize:

This is all you need to do to attract the right clients in your business & position yourself as a leader in your market:

• Qualify through stories
• Attract people that share the same values as you do
• Distribute as much as you can

The Invite:

I've just opened 5 spots for the right people to work with me in August 2024.

I will personally mentor you to hit AED 50K-100K/month in the next 16-26 weeks... the Seyola way.

I would like to send you a private invite to apply and get the full details.

Direct message me here on LinkedIn the word "INVITE" and I'll send you all the info.        

See you in the next one.