Coffee With Cole: The Digital Writing Podcast

Episode: Organic Content Vortex Keynote: Creating A $100k Ghostwriting Offer
Host/Author: Nicolas Cole
Release Date: February 19, 2025

Introduction to the Organic Content Vortex and $100k Ghostwriting Offer

In this episode, Nicolas Cole delves deep into the concept of the Organic Content Vortex and outlines a comprehensive strategy for building a $100k ghostwriting offer. Cole observes that when scaling a ghostwriting business, practitioners typically fall into one of two categories: offering a single service to a broad client base or providing multiple services to a select few high-paying clients.

“You are either providing one service to lots of people or you are providing lots of services to one or two people.” (00:00)

Scaling Strategies: One Service to Many vs. Many Services to Few

Cole begins by categorizing the common scaling methods:

1. One Service to Many Clients:

   • Example: His own experiences with PGA and Velocity.
   • Approach: Specialize in one service, hire others to deliver it, and manage the team to scale efficiently.
   • Quote: “If you want to build a business, which means at some point you're going to elevate yourself to be an operator... you pick one thing, then you hire a couple people to do that thing.” (02:15)

2. Many Services to Few Clients (Whale Clients):

   • Example Speakers: Nils, Dennis, Carolene.
   • Approach: Work closely with one or two clients, continuously solving their evolving problems.
   • Quote: “If you don't want to do that or operating doesn't really get you excited and you want to stay in the work, then it's actually better to do lots of services for one or two people.” (02:15)

Building Up: From $10k to $100k Offers

Cole outlines a progression roadmap:

1. Building a $10k Offer:

   • Foundation: Focus on traffic generation, optimizing opt-ins, and improving conversion rates.
   • Connection to the Vortex: Establishing a mini organic content vortex.
   • Quote: “Everyone here should either be there or you're on the way there.” (04:30)

2. Scaling to a $50k Offer:

   • Understanding the Client’s Business: Tailor services to fit specific business archetypes.
   • Archetypes Discussed:
     • Low-ticket digital product sellers (e.g., Justin Welsh).
     • Group coaching and education models (e.g., PGA).
     • Service providers like agencies and B2B tech companies.
   • Quote: “The core difference between two and three and one is getting people on the phone.” (12:45)

3. Achieving a $100k Offer:

   • Integration: Become indispensable by entrenching your services within the client's business operations.
   • Continuous Problem-Solving: Anticipate and address the next set of challenges as they arise.
   • Quote: “You want to become a linchpin for that other business.” (14:10)

The Organic Content Vortex Explained

Cole introduces the Organic Content Vortex as a comprehensive system that ensures continuous client engagement and value delivery. Key components include:

• Traffic Generation Platforms: Twitter (referred to as X), emails, application processes, and follow-ups.
• Retargeting Strategies: Utilizing Facebook pixels and LinkedIn/Facebook ads to keep the brand top-of-mind.
• Conversion Sequences: From booking a call to paying in full (PIF).

“Once you get introduced to PGA, it doesn't matter where you go. We're going to follow you and we're going to knock on your door.” (07:30)

Strategy vs. Execution: Providing Strategy for Free

A pivotal theme in Cole's presentation is the differentiation between strategy and execution:

• Strategy is Free:

  • Offering strategic advice without immediate cost to build trust and demonstrate expertise.
  • Example: Providing a detailed content strategy that outlines what the client should do next.

• Execution is Expensive:

  • Charging premium rates for the implementation of the strategies.
  • Quote: “The strategy is free. The execution is expensive.” (16:00)

“Every time you talked to someone, you didn't say, this is the service I provide. You said, this is what you should be doing.” (18:20)

Detailed Breakdown of Scaling Offers

Cole emphasizes a methodical approach to scaling, focusing on three core areas:

1. Driving Traffic:

   • Expanding presence across platforms.
   • Quote: “What you do is you post it on the website first, and then when you upload it to Medium... the original, which is on the website, which ranks, will always rank the highest.” (21:15)

2. Optimizing Opt-Ins:

   • Creating effective opt-in strategies to capture leads.
   • Implementing weekly newsletters as a nurturing tool.

3. Enhancing Conversion Rates:

   • Developing comprehensive sequences such as book a call, pre-call reminders, and onboarding/offboarding processes.
   • Quote: “The biggest value that you can provide is actually saying, yeah, look, this is the direction. But we are going to start here.” (29:45)

Building Effective Sequences

Cole provides an in-depth discussion on the importance of various sequences in the content vortex:

• Book a Call Sequence:

  • Central to converting leads into paying clients.

• Pre-Call Reminder Sequence:

  • Ensures clients show up for scheduled calls by providing relevant content and reminders.

• Onboarding and Offboarding Sequences:

  • Facilitates seamless client experiences and gathers feedback through testimonials.

• Retargeting Ads:

  • Simple yet effective methods to keep potential clients engaged without heavy investment.

“You just keep extending the LTV." (35:10)

Execution Tips and Paid Advertising Insights

Cole advises integrating paid strategies judiciously:

• Incorporating Paid Ads:

  • Use minimal budgets to boost posts and increase visibility.
  • Practical Tip:

    “You just click promote on X... and overnight the client is like, oh my God, I got 40 likes on this thing.” (38:00)

• Balancing Organic and Paid Efforts:

  • Emphasizes that organic strategies are complemented by paid ads for maximum effect.
  • Quote: “Organic is a lot harder and paid isn't that scary.” (39:30)

Q&A Highlights

1. Trevor's Inquiry on Business Models:

   • Discussion: Whether to focus on being an operator or continue with core writing tasks.
   • Cole's Response:

     “If you want to hire people, then you better fall in love with outreach and fall in love with creating checklists for other people.” (42:50)

2. Artea's SEO and Content Marketing Strategies:

   • Discussion: How to effectively utilize SEO in content marketing.
   • Cole's Insights:

     “SEO is not complicated, SEO is literally take the topic you want to become known for, write about that a lot, and put it on your website.” (45:30)

3. General Advice on Paid Advertising in B2B and B2C:

   • Discussion: Overcoming doubts about the applicability of strategies across different business types.
   • Cole's Strategy: Demonstrate effectiveness through relatable examples and actionable steps.
   • Quote: “You are a consultant, full-blown consultant, and you just give them the answers.” (50:15)

Final Takeaways

• Infinite Game of Business:

  • Success is measured over the long term, continuously adapting and evolving.
  • Quote: “You are all playing an infinite game called business.” (55:00)

• Value of Ghostwriting:

  • Beyond writing, it's about mastering skills that serve clients indefinitely.
  • Cole's Philosophy:

    “These are just all the same skills that we now deploy in our business.” (57:20)

Notable Quotes with Timestamps

• On Scaling Strategies:

  “You are either providing one service to lots of people or you are providing lots of services to one or two people.” (00:00)

• On Specialization:

  “If you want to build a business... you pick one thing, then you hire a couple people to do that thing.” (02:15)

• On the Organic Content Vortex:

  “Once you get introduced to PGA, it doesn't matter where you go. We're going to follow you and we're going to knock on your door.” (07:30)

• On Strategy vs. Execution:

  “The strategy is free. The execution is expensive.” (16:00)

• On Extending Customer Lifetime Value (LTV):

  “You just keep extending the LTV." (35:10)

• On Paid Advertising:

  “Organic is a lot harder and paid isn't that scary.” (39:30)

• On the Infinite Game of Business:

  “You are all playing an infinite game called business.” (55:00)

Conclusion

Nicolas Cole's keynote on creating a $100k ghostwriting offer through the Organic Content Vortex provides a structured approach to scaling a ghostwriting business. By emphasizing the importance of strategic planning, continuous client engagement, and the delicate balance between organic and paid strategies, Cole equips listeners with actionable insights to elevate their offerings and embed themselves deeply within their clients' businesses. The episode serves as a valuable resource for ghostwriters aiming to transition from standard service models to high-value, integrated partnerships.