Are your social media posts attracting the clients you’re hoping for?
If you want to grow your business to $10k+ months consistently, knowing how to craft content that connects with your ideal clients is essential.
You need to understand the principles to gain and MAINTAIN people’s attention, so you can inspire and influence the right people to work with you.
Have you ever wondered what makes a post a MUST-read, not a ‘nice-to-read?’
Over the last 5+ years helping coaches, consultants, and experts to create compelling content, I’ve discovered there are 3 main things that need to go into social media posts to attract quality clients.
This is a major piece of what I do as a business coach: helping people to create content that not only gains attention but MAINTAINS attention so that people want to take action on what you’re sharing and be inspired to work with you.
When you include these 3 elements into your content in the right way, your content PULLS the right people to your posts, and attracts clients to you CONSISTENTLY, without you having to pay for ads.
You can apply these elements in your content straight away to be seen as an authority, sign up more clients, and finally make the money you deserve!
You can use these principles on video as well as in written content, including blogs and emails.
The 3 main issues I’ve discovered that stop people’s social posts from connecting with ideal clients are:
- Not enough credibility
- Not creating a mindset shift
- Being too vague
So how do you overcome these problems? Here are 3 powerful ways…
1 – Authority Positioning
Content with very little (if any) authority is an issue I see all the time.
This is where people post tips or ‘how-to’ teaching, but don’t come from a place of sharing their own credibility and experience.
Positioning yourself as an authority builds trust and credibility.
If you don’t position yourself as an authority, people won’t value you.
In order to position yourself as an expert, it’s important that you don’t just give tips, because anyone can Google information. What you need to do is ‘move’ a person when they consume your content. Inspire and influence them to act.
You can up-level your positioning by giving case studies, testimonials, and sharing from your own life.
A lot of people resist positioning themselves as an authority and expert because they have fear around it.
One of the biggest problems people have when it comes to positioning is that they’re not confident in making bold statements, asking bold questions, and being boldly niched.
Being boldly niched is really important because when you niche down and become micro niched, this is when you will find your ideal clients.
Sharing your credibility and presenting yourself as an authority is key to having people listen to you.
A lot of people struggle with imposter syndrome and not feeling good enough to present themself as an authority. It’s a massive mindset issue that can take you out of business.
You need to get over this fear of not wanting to position yourself as an authority. It doesn’t take long to fix this issue. I’ve had people clear this in as little as one session with me.
Obviously, there are layers to this issue and you need to go to the root cause and clear that limiting belief.
This invaribly pops up when you are wanting to go to the next level.
If you want to go from a startup to 5K months, your mindset around this might create a ceiling for you to keep you ‘safe’.
If you want to go from 10K months to 20K months, then you must address the limiting beliefs you have to get you to the next level.
Remember, when you’re positioning yourself as an authority, you can’t guarantee that someone will make what you are claiming, cecause each situation is different. The person has to do the work, be committed, and work towards an outcome. If they do the steps you advise and put in the work, then they can achieve what you are claiming, but they have to do the work.
If you have achieved it, or you’ve had someone achieve it, you can be confident in your authority positioning. There’s no magic rule that says you have to help a certain amount of people achieve a result before you can position yourself as an authority.
However, you need to know how to articulate how to help someone get it. Then you want to show up with that authority.
The definition of authority by Merriam-Webster dictionary is…
“The confident quality of someone who knows a lot about something or who is respected by other people.”
I really like that definition because confident qualities are when you know a lot about something, you have studied and researched it, and you’ve got experience about something, and you’re probably respected by other people.
There are 3 E’s you need to share when you are showing your authority…
1 – Evidence
2 – Experience
3 – Education
The way to position yourself as an authority is to give evidence of the fact that you know what you’re talking about, show your experience and then also educate people. Your social media posts have to have some element of authority positioning in them.
2 – Belief-Shifting Language
Belief-shifting language is where we are super clear on the belief that our ideal client has, and the belief we WANT them to have, and we craft our content in a way that bridges that gap.
Often people are actually consuming your content but not actually having a shift in their beliefs. So they learn something, as opposed to having an ‘a-ha’ moment.
I was working yesterday with my mastermind private group, and we were talking about the beliefs that their clients currently have. It’s these beliefs that you have to aim for in your content to shift.
To shift a mindset, you need to be super clear on what beliefs are not serving your ideal clients and then shift them to a mindset and belief that will serve them. This is based on the premise that you have something that’s going to improve their life, that is going to be valuable to the right person.
So you want to work out what beliefs your ideal client currently has and then address these beliefs. You can do this on a piece of paper. And then you craft your content in a way that bridges that belief gap.
Aim to shift only one mindset or belief in each of your posts. People don’t take any action on your posts because they haven’t had that epiphany moment. And it doesn’t need to be big, but it’s a revelation or a shift in their thinking.
Think of content as a strategy. It’s not just one post, but it’s multiple posts. I signed up 3 clients this week and the one I signed up today was because she had been reading multiple posts from me.
It’s been a journey for her to trust me and my capability as a business coach. And this has been built over time.
It’s not about selling to people on one post. It’s about pre-selling people over time. Then when you’ve planted lots of seeds, and the person is ready and had an ‘a-ha’ moment, they will be pre-sold before they have a strategy call with you.
If you keep showing up with the right content for the right people, you’ll keep getting clients.
When they’re ready, they’ll reach out. It’s a beautiful thing!
3 – Clear Problem, Cause & Solution
The third thing your social media posts need to include is the clear problem, the cause of the problem, and the solution to the problem.
Many times the reason people’s posts don’t lead to attracting clients is that they’re too vague. They’re too big picture, too fluffy, or even too overwhelming.
There are too many ideas going on, as opposed to addressing a clear problem, the cause of the problem, and giving a clear solution.
This is what I help people to achieve in their content. It’s one of the main things I work on with my clients, because ‘closing the gap’ is so important.
Being too vague leaves people nowhere.
An example is people may write in their post, “Are you feeling stuck in your life?” Or “Do you want to fulfill your potential”
The problem with this is that is not typically the conversation people are having in their own mind.
The conversation people are having in their own mind, is usually very specific and quite detailed.
If you think about conversations that you have at a bus stop or at a checkout line. You don’t normally say things like, “I’m stuck” or “I’m not fulfilling my potential in life.”
People don’t typically use that kind of language. They use more specifics.
Like “My daughter is misbehaving, and she’s constantly throwing her toys out of the cot.”
Or you may say something like, “I just really want to be able to fit my fit my dress for this party coming up.”
Compelling content addresses specific concerns. You need to be bold and niched and be specific about who you help and with what area you help with.
You’ve got to choose a very clear problem and a very clear niche that is not too big picture.
Once you’ve chosen your micro-niche, look at the problems the people have and address these problems.
But don’t just go on about the problem. Share the cause of the problem, and provide ways to solve their problem, and the solution in your content.
This is where you present a framework, process or roadmap that people can follow to get them to the solution they are seeking to their problem.
So ultimately, what need to do is create multiple posts as a strategy.
The steps I follow to create compelling content that resonates with my ideal clients are:
Step 1 – Create a post outlining a problem someone has, and write it directly to a person who wants a specific outcome you can provide.
Step 2 – Explain the connection between the outcome they want and the type of help you provide.
Step 3 – Explain what your offer includes and who it’s for, then invite people to reach out to you.
Always call out a group of people in your posts. These are your niche. If you go through some of the posts on my Instagram and on my Facebook, you’ll see that I do this.
I explain who the events are for – ie: coaches, consultants and service-based entrepreneurs. I then mention the specific results that people are seeking help for, like building a pipeline of ideas and a pipeline of clients so they can scale their business to 10k months or more.
The reason we invite people to reach out to us, rather than posting an external link, is because Facebook doesn’t show your posts to many people if it has a link in it. They don’t want people to jump off Facebook onto your landing page or your website.
When you put an external link, maybe 1% of your followers see this. So you invite people to reach out to you instead. And then you can share your landing page with people.
I signed up 4 dream clients this week by applying some of these compelling content principles, as well as the other ingredients I teach in my ‘Compelling Content Formula’
The system is what I personally use to get clients consistently and make $10k+/month in my business.
I typically get at least 3 discovery calls booked into my calendar every week by applying these principles.
And now I’ve decided to create a brand-new 30-day content makeover mastermind to share the exact strategy!
I’ll be leading a small group of people through my proven process to create the right language to call in truly ideal, quality clients.
It will cover how to craft organic content so that the right people will be attracted to you and want to work with you.
I’ll also be doing weekly live ‘make-overs’ of your content using my compelling content formula…
…so you not only learn the skill of creating content that converts but also know exactly how to apply it to your particular business straight away, and on an ongoing basis.
This mastermind is for people who are already in business, have already had clients, and are pretty settled on a particular niche.
You must enjoy sharing your thoughts about the topics you’re an expert in.
It will be a very exclusive small group so that everyone gets personal coaching with me on their content in order to attract the right clients.
If you’re interested and you’d like to be considered for the mastermind, send me a message on Facebook, or email me at info@katmillar.com.
I’ll ask you some questions to see if you’re the right fit for the program. If you are, I’ll share with you the details to get you started.
I look forward to chatting with you!
Kat
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