I’m excited to share with you in this video three crucial keys to creating content that connects.
And by connects, I’m talking about connecting with your ideal clients.
We can so easily get lost in a sea of noise, especially online, especially on social media. And if you think about where you’re putting your content, a lot of it is going to be driven on social media.
Social media is sending people away to your blog, to your email, to your website, to your landing page.
It’s crucial in social media that we know how to connect with our ideal clients to stop the scroll.
Because people can so easily just flick on by if we are not writing content that’s engaging and compelling and interesting, and is going to hook them and make them want more.
I’m going to be sharing three crucial keys on how to create content that connects, that lands, that stops the scroll, and is connecting with the people that you want to connect with.
Not everyone, not all of your friends and family and thousands of Facebook friends, but the people that you would like to have as clients, people that you’d love to do business with.
1. Be specific
The first way to create content that connects or the first key is to be specific.
When you’re posting your content, like you’re putting up a social media post with an image and a caption, you want to make sure that you’re not using vague, ambiguous, fluffy language.
You want to use very specific language. The type of language that you want to use that has specificity, ideally creates a visual in the person’s mind.
I gave an example on my group training program before, where when you have some something that’s vague, for example, “Be the best version of yourself,” it’s quite hard to grasp that and actually have an image of what that actually looks like.
Or you might say, “Go to the next level.” When you use that kind of language, it’s hard for that person to picture what you mean.
What does it mean to go to the next level? You want to actually spell it out for them in your content.
When you’re putting out a piece of content that maybe is talking about going to the next level or being the best version of yourself, you might describe specifically what that looks like.
If your ideal client is a busy, stressed out mum and you want her to be able to be a better mum, let’s say that’s what you’re coaching her on, you might say something like
“Be a mum that your child would be really proud of, with a house that you feel relaxed coming home to,” for example, because it’s very visual, it’s very specific.
It’s not just, “Be an awesome Mum.”
Or let’s say you’re coaching someone around their money mindset.
Instead of saying “Improve your money mindset, go to the next level in your finances and have a better relationship with money,” you would give some actual tangible examples.
You might say, “Every time you open up your wallet, you know that it’s fat, that you’ve got your savings in there, and that you’re free to go and purchase that really beautiful dress, because you’ve got your splurge fund waiting for you in your wallet.”
You can actually visualise the money in the wallet going to buy the dress, as opposed to just having a great money mindset.
Spell out examples for your clients through your copy, and do this through numbers and dates if you can.
So, for example, instead of saying, “I’ll help you grow your business” if you’re a business coach, you might say something like, “I’ll help you to attract five clients in the next five weeks.”
Or if you’re a personal trainer, “I’ll help you lose five kilos in five weeks.”
These kind of numbers that are very specific and tangible and concrete, are important in creating content that connects.
How can you be more specific in your numbers?
Let’s say for example, you’re sharing a statistic about some percentages. Instead of saying something like, “20% of people feel that blah, blah,” you might say, “One in five people feel blah, blah.” So if you’ve got a family of five, that’s one of you.
Suddenly it’s a bit more tangible, it’s more concrete. Someone can think, “Ah, I get it. Like one in five, that’s one out of me and my five group of friends.”
And it’s very specific. I know it means the same thing, 20%, but it’s having things that people can grab onto and feel and see and visualise and experience through words on the page.
2. Be consistent
If you want to connect with people, it’s not going to happen with a post once every two or three weeks.
You want to create consistency so that people start to trust that you’re going to keep turning up and giving them great value for free.
Pick a time, a date, a day of the week where you’re going to consistently show up.
So for me at the moment this year, I show up every Wednesday night, usually around eight o’clock, and I share great content with you guys.
This is something that’s consistent, that I do every single week. And then I actually get it transcribed into a blog and I put it up on my blog every week.
When you’ve got a consistent schedule, people will start to trust you; people start to realise that you’re the expert in that area and that you have a lot to say about your topic.
Because whatever you’re talking about, whatever your topic is, you want to position yourself as the go to person, as the expert, as the authority about that topic, right? And it’s quite hard to do that. In fact, it’s very hard to do that if you’re not being consistent.
How often are you showing up with content? If you want to grow your business faster and get more clients, you need to be regularly showing up.
Ideally, I would recommend two social media posts a day. So something in the morning and something later on in the afternoon or at night. You want to have one piece of valuable content every single week as well as your social media posts.
Your social media posts are like your micro blogs, little pieces of education, inspiration, information that educates people, gives them value, and it’s just small snippets.
They’re getting to know you, like you, trust you through your regular posts. If you’re not doing much at all at the moment, start with what you can do.
You might think, oh twice a day, there’s no way I could do that because I’m only doing it let’s say once every two weeks.
So you might say, “Okay, I’m going to do it three times a week, and then by let’s say come January, I’m going to be doing it five times a week.”
And so wherever you’re at, I recommend that you set a goal to move up to one to two times a day.
And for your one weekly piece of content that you show up on video and/or on blog or an article or some piece of written content that you put on your website and then you point people to it through social media like through LinkedIn, Instagram, and Facebook for example.
You share that piece of written content.
You might put it in your Facebook group and you might write the article on LinkedIn and you’re doing that piece of valuable content at least once a week.
If you aren’t a huge fan of writing, then show up on video. It’s a lot quicker.
It’s easier to prepare; people are more forgiving if you stumble over your words as opposed to getting it wrong in a written form.
If you don’t want to show up on video, then you’ll need to write. Write an article, go back the next day, tweak it, change it, run it through Grammarly.
Make sure that it’s well-written and professional, and get that up onto your website every single week.
3. Be emotional
If you want to connect with people, be emotional. There’s so much research overwhelmingly saying that even the most left brain amongst us makes decisions based on emotions, not logic.
We justify it and back it up with logic, but we make the majority of our decisions based on emotion.
So if you are wanting to influence someone for positive change, to take action, to download your lead magnet, or come to your event or sign up for a free coaching discovery session with you, to use that influential language that connects with them, we need to move people emotionally.
And we can do this through emotional language, through feeling language. And we can also do it by telling stories.
Instead of just chucking up some stats and facts and data, you might throw in a story.
You might say, “Today I was having coffee with a friend, and we got talking about blah, blah.” And you just paint a little scene of when you came up with this concept, and now I want to share with you … “Based on that conversation, I want to share with you my top three ways to blah, blah.”
So you’re just adding that little story in so that it’s not just, “Hey, here’s my tips and …” Anyone on the internet could share their tips, but no one has the same stories as you. So that’s that way to also make it pretty unique.
Ok to recap: number one, to create connect that connects.
Number one is to be specific. Number two, be consistent. And number three, be emotional.
So which one was your favorite tip and which one are you going to actually take action on?
What are you going to go and do?
How can you be more specific in your language? How can you give concrete, tangible results and benefit-driven language through your content?
Is that something that you feel like you need to do more of, or do you feel like you just need to work on being more consistent? Showing up more often, maybe having a schedule?
Maybe like me, you want to commit to doing a Facebook Live every week or doing a blog and maybe having a theme around it, like you might have Motivation Monday or I used to have Feel-good Friday.
I know a lot of people don’t want to commit, but it’s been one of the best things I’ve ever done this year, actually.
It’s the first year that I’ve committed to every single week, and it’s amazing. I’ve never produced so much content because I’ve committed, I’ve told it publicly that this is where I’m going to be showing up, and so I make sure that I do it.
Whereas if I was like, “Oh, I’ll just do it when I feel like it,” it definitely wouldn’t be that often. So you just want to put it into your schedule, put it into your life.
Or maybe you feel like your content is a little bit too logical, a little bit too bland, a bit stats-heavy or facts/how to-heavy and you might want to start adding in some more stories into your content.
If you’re in Sydney tomorrow I have an event in Sydney called ‘How To Create Content That Connects‘, it’s a Meetup in the City.
I’m going to be sharing more of my top secrets on how to create content that connects.
You’ll pick up lots of tools and examples of powerful words and phrases that you can use in your content.
Also, you’ll learn the mistakes to avoid; there’s a lot of mistakes that I see all the time that people are making on social media and on their emails and blogs with the content.
I’m talking about the biggest mistakes to avoid, the most important words to use, the words that keep the brain going. I call it “green language”. And also the red language, which actually stops the brain.
There’s neuromarketing in there where we’re actually talking to the subconscious mind through our content to help people take action through planting seeds, through the copywriting.
I’m going to be sharing some of my best content creation secrets.
I’d love you to come along, meet some new people, meet some other like-minded entrepreneurs and have some free snacks and drinks and have a great night.
So don’t be trick-or-treating. Come to this event instead. You can wear a Halloween costume if you want, and you can go trick-or-treating before or after, but come, because you’ll love it.
If you as a business owner or wanting to be, then you don’t want to miss it.
Here’s the link: bit.ly/content-oct