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The Elevated Coach is a weekly show for any coach who leads with their heart, is driven by impact and wants to play big.
The episodes are a mix of solo episodes with your host Joel Burgess, interviews with coaches at the forefront of the industry and real-life coaching sessions around different areas of business, life and health.
If you want to stake claim to your calling as a coach, and become more powerful and profitable, then tune into The Elevated Coach Podcast with Joel.
you MUST know this about the next instagram BOOM (00:02)
What's up beautiful people, Joel here and Instagram have just announced they are going to be doing long form content, which is why I think the coaches and consultants that think long form first are going to be those that win in this new era. And with every new opportunity, there comes a short window to capitalize on it. We are in that window now, so pay attention.
because I think this is the next gold rush for social media. And I'm gonna be sharing in this video my exact content system that's made me $440,000 in the last year from an audience that most creators would laugh at. I've got 2,500 followers on YouTube, 2,000 on email, and 11,000 on Instagram. And I've never had a viral moment, but I've been able to make that amount of money.
So that's wrong, 440. That amount of money, with just a VA, part-time success manager, and no sales call because I think long form first. And I think in a completely different way to how most coaches and consultants think. See, there are two directions to create content from. There's creating content from inspiration, and there's creating content from an offer. From inspirations like Inside Out,
Offer is outside in. Now, because I work with heart-led coaches and consultants, they're really good at creating from the inside out, which is brilliant. It means they create really inspirational, heart-led, authentic content, but it doesn't get them paid. Because when you create content from this space, your content's very sporadic and you never get known for one thing. Think of each individual bit of content like an individual domino.
you create solely from inspiration, it's like randomly placing dominoes around. So even if the individual bits of content are really good and get lots of likes and engagement and shift beliefs, if you knock over that domino, there's no alignment. So doesn't knock over the next and the next and the next, which is why when you create solely from inspiration, lots of likes, you don't get paid. Instead, the new way is to think in reverse. I think this is
particularly important now because now we have an opportunity to own the full client and customer journey. See before the customer journey, if you wanted to point someone from short form to long form, you'd have to use a platform like ManyChat, have your audience comment a keyword and then have ManyChat send them the link to YouTube. And that just creates a ton of friction because anytime
someone goes off a platform, there's distractions, there's an opportunity to do the next thing. Now, Instagram can own that whole customer journey. We can go from short form to long form already into DMs without ever leaving the platform, which is a really exciting opportunity and especially when you think in this way. So the new way is to think in reverse, is to think about that whole customer journey.
And the way to do is think from the offer to the long form to the short form. And the way to think about this is firstly, what is the big idea, the keystone belief that once I get my audience to believe that belief, they're to be interested in the offer. That is the purpose of your long form content. And then what are the ideas that I need to get my clients really curious about and wanting to...
take one step deeper into the long form. That is the goal of the short form content. So instead of sporadic and random dominoes dotted all over the place, we're aligning our dominoes so one leads to the next, the leads to the next, the leads to the next. Which is why I think the coaches and consultants that are going to win in this new era are going to be the ones that firstly, they have the best ideas and can package those ideas
in a way that creates a ton of curiosity so people want to take one step deeper. They sell the next step. The best in the world at this is Stephen Bartlett. All his reels are just trailers for his Longer Form podcast. And he is so good at sadly creating a ton of fear and then packing it with curiosity. Every reel of his, it leaves you just wanting more. You get a bit of value, but you're like, ⁓ fuck, what?
What's it really about? Give me the juice. So you comment the keyword and you get the podcast. Then you realize that the podcast is the same as everything else.
Anyway, you hopefully see what I'm saying. So those that are going to win, the ones that are going to win in this new era are going to be the ones that can package these ideas and create curiosity, the ones that can facilitate insight, shift people's paradigms from old way to new way using long form content, and those that get their clients results with implementation. So those that get the clients results fastest and simplest, and that's what you get paid for.
Ideas will get you attention, insights will build trust and implementation will get you paid. So I want to take you back to February, 2026 before I introduce you to my whole content system. Now I had Spidey sense that I was relying on AI too much and guilty as charged, I was relying on AI too much and I gave myself a challenge one morning to
write an email solely using my brain. Say what? And not using AI at all. So I sat down to write this email and nothing came out. It was like walking through treacle and it was a massive warning sign. And I'm so grateful to have had the awareness of the warning sign and the discipline to not turn to AI because it was so tempting to just go, just write this email.
and I just swore to myself, I'm not going to write the email using AI at all. And I realized that my brain had literally atrophied in writing and I had to redevelop my brain and my muscle power of writing. So most coaches are still using AI in that way. They turn to AI and ask it, give me 10 ideas on nervous system regulation. And AI comes back with amazing
ideas and those ideas feel so unique and brilliant. It's like, wow, yeah, this is the idea that's going to make me known. And they take the idea and they get AI to write it and then they bring their story to it and boom, they wait for the money to flow in. But the problem is AI is giving those exact same 10 ideas to every other somatic and embodiment coach out there, which is why we need to start
from our own ideas. So my new content creation process is this.
Yeah, I'm gonna, you know, no, before I say that, one thing I wanna say before all of this, before I share my content system, is that for this to work, and I sometimes forget this, because for me it's like, for this to work, you need to have embodied something that others want. For people to want to go on tour with you, you need to have embodied something others want.
I see so many creators that are better at creating content than leading and living a good life. I see better, I see creators that are so much better at creating hooks than they are getting their clients results. So I want to really hammer that point home. None of this works if you haven't embodied a transformation, if you're not living a great life or you haven't achieved something that others want.
So now with that in mind and...
a reminder that you are likely, if you've gone through any transformation, you are likely already sitting on that. So this isn't about creating anything new. This is actually about digging into what you've already embodied, which is what I do on Monday morning. I get my A3 pad of paper out. I make myself a nice mushroom coffee. Sometimes with a little extra mushrooms. Sometimes. Sit down with my A3 pad of paper.
and I'll map out my ideas. Firstly though, I'll ask what's the offer for that week? I have all my offers scheduled for the next eight to 12 weeks and I map out all my offers and I work backwards from the ideas and I ask myself, okay, what are the beliefs? What are the big ideas? And I'll just scribble out and this is something we help our clients with and I'll scribble out my A3 pad of paper and then I'll refine and distill, refine and distill and I'll always get it to one A3 pad of paper. And for most of this,
I stay purely analog. Occasionally, I will turn to AI and say, hey, I really want to come up with a name for this. Like, this is what I do. Could you try and, could you help me refine and come up with a name? For example, this whole process I call Spark Shape Soul. AI wrote that for me. They came up for that for me. I explained my process and they said, well, it sounds like it's a human spark, a robot shape.
and a human soul. And I was like, that's exactly what it is. Thank you. So this whole process is mostly analog. I call it 20 % human. This is the spark. And I'll take the A3 pad of paper. I'll take my camera, my DJI Osmo. I'll go and sit in nature. If you subscribe to my channel, you'll notice I do a lot of my content in nature. I go and sit in nature and I speak. And because I'm speaking from embodiment,
I don't need notes, I don't need a script because I've embodied this. Lao Tzu in the Dao Ching says, those that know don't speak, those that speak don't know. Another way to say that is those that follow scripts don't know. Those that don't follow scripts, they know. Because my goal in this is just to speak from being like right now I have no script. This is just me explaining my process. So that's the first 20%.
and I'll take that YouTube and then I'll then use AI to really repurpose it and maximize the reach of it to create the dominoes that lead back into it. So I'll take the YouTube and the transcript and I'll put it through a Claw project that I have called Content Campaign and it writes six emails, shake the tree, heart, help, head, hands, countdown that point back to the YouTube.
YouTube usually goes to an offer like this one. I've got an offer at the end of this. YouTube usually goes to the offer. Then I'll take those emails and I'll run it through a content cascade skill in Claude, which turns it into B-roll, carousels and B-roll scripts. And then for the last 20%, I take those scripts, I take those carousels, the things that still need to be posted and I'll bring my human touch to it. So for the B-roll scripts, I will...
I'll take the outline, I'll get really present and I'll speak. I'll bring my heart and presence to it. And the same with the captions and emails. I'll bring my refinement, my story and end it with human soul. So that's how I create using AI. So if you want help building out this whole content system, then I'm running a three week sprint called Unmissable. The details are in the description below. We're going to build out your whole content system.
Now, one question I do get from a lot of coaches is, I too early for this? I'm not even recording YouTube yet. Am I too early for this? So, there's two things to think about here. Firstly, do you want to start YouTube? I highly recommend it. And this is why we're sitting on the next gold rush. Now would be the time to start it. If you're not ready to start YouTube, you make that YouTube a sub stack or a newsletter or...
Yeah, a LinkedIn user, something long form. There's so much benefit to going long form first. As I said, you can use this to repurpose, but also it shows your clients that you've got depth. The coaches and consultants that win in this next era, those that own the customer journey, but also have depth. Short form content is great for awareness. Long form content is great for trust and depth and making money. So yes, if you haven't...
start long form content, now would be the time. That's literally the point of this. And I also hear a lot of coaches say, well, I don't know what I want to talk about. I haven't got the clarity. Clarity reveals itself in momentum. The only way to get to clarity is through creation. So I will meet you where you're at. Like if you've never put your face online, then yes, it's probably too early for you. So you're too early for it.
But if you are willing to put yourself out there and to create content and you want to build a system that maximizes your reach, maximizes and creates leverage with everything that you create, then this system is for you. Plus you get lifetime access to the content and you get coaching with me every week. Anyway, the link's below. I hope to see you there and send you much.