There are TWO WORDS standing between you and your ideal clients: YOUR WORDS.
In order to create content that converts, you need to know how to use your words to link people to your product or service.
Your word choices either widen the gap between you and your ideal client or close the gap.
Most people are winging it with their content and don’t have an effective content strategy, because they don’t realise that successful content follows a formula.
When your words hit the spot, they draw the right clients towards you and people consistently start reaching out wanting to work with you.
It seems like magic, but it’s actually very simple when you know how.
The best news is, creating high-converting content is a skill that anyone can learn, so that means you. All you need to do is learn the principles and then follow them.
Learning compelling content principles transforms your ability to create content that converts, so you never have to worry about how to get clients through your content again. I believe learning how to create content that converts is the most useful, yet underrated skill you can have as a solopreneur.
First I want to clarify what I mean by converting and what I mean by content.
Converting, by my personal definition that I’m speaking about in this blog means that the content does what it’s intended to do.
This means people take action on your piece of content. A high or low conversion rate could be based on a percentage or a number of people that take action from seeing your content.
Content, by my definition, is everything you create online. This includes your web pages, social media posts, sales letters, Facebook ads, emails, videos etc.
Every type of content can benefit from what I’m going to share because the principles I teach apply across all content.
Of course, different content has different purposes. A sales page is inviting someone to buy something directly, so a sales page has its own unique structure that it needs to follow.
There is a heap of things a sales page needs that are beyond the scope of this blog, however. A website also has a whole lot of factors that are needed for someone to take the next step.
So think of conversion as the person taking the action step you recommend in your piece of content. And I’ll give you some examples of actions in this training.
You can benefit from learning these principles across the board in your content.
There are 7 ingredients that I teach in order to attract clients through your content. Today I am going to focus primarily on 3 areas.
1 – Trust
The first ingredient is trust. Without trust, it’s impossible for your content to convert.
There are 3 main things that are important to include in all your content, in order to get people to trust you.
1. Your Credibility
The first reason people will trust you is your credibility. Your trustworthiness as a person builds your credibility.
Think about someone that you trust, and think about why you trust them. What qualities do they have that lead you to trust them?
For example, I’m thinking of a friend now who I completely trust, and the reason I trust her is that she’s a person of integrity, she’s consistent, she does what she says she’s going to do and she is very real. She has an incredible heart and that shows in her actions, not just in her words.
You may have an incredible offer and your program may be great, but if you aren’t trustworthy as a person, people won’t trust your offer.
Ask yourself; Are you really living what you’re teaching? Are you walking the talk?
An example of this is if you are a coach, but you are not receiving coaching yourself.
Or another example is if you’re selling something you say is an essential product, but you don’t actually buy it yourself.
All of these things form your integrity, your character, and the depths of who you are. This is the first thing to look at if you want people to trust you.
2. Your Offer
The second thing people need to trust is your offer.
You could be the loveliest person in the world, and you could have the biggest heart ever. But people don’t just pay to work with a nice person.
When I went to a surgeon recently, I didn’t want him to just be nice, I wanted him to know what he was doing.
I wanted to know what his method was and I wanted to know that it would be a good return on my investment.
There are many different elements that go into making a great offer.
For example, a great offer needs to have some type of guarantee. It also needs to have some element of curriculum where you clearly lay out the path from Point A to Point B .
Ask yourself, how much can people trust your offer?
If you need help in creating an irresistible offer, then please reach out to me. I loved to help people craft an offer they can have rock-solid confidence.
3. Your Method
The third thing people need to trust is your method.
Let’s say you’re a health coach and your method is that you teach eating 6 meals a day.
Do the people that you want to attract actually all want to eat 6 meals a day? Is this a method that can work for most people?
Your method has to line up with what your potential clients want and also line with your core beliefs.
Something I found really valuable as a personal trainer, was not siding with these controversial fad diets as the only way to do things. We are all different in what works for us.
I had an opinion on every single one of them, but my opinion was to show both the pros and the cons. You have to be willing to stand for and against things and be strong in your personal method, but that doesn’t mean saying there’s only one way.
You must believe in your method, so people trust you and trust your method.
You need to have lived experience because if you’ve lived it, people can feel that.
For example, if I was teaching Google Analytics, and SEO, that’s not something that I’ve really learned.
However, I’ve lived content creating, presenting, and automation systems. These are the main ways I’ve grown my business. So these are the 3 main things I help people with.
The 8 pillars in my accelerator program are all things I’ve done myself. It’s so important that people can trust your way of doing things.
Now I want to touch on 3 other things that sit under the banner of building trust.
Social Proof
You can show trust for your content with social proof. You can include stories, case studies and testimonials of people you have helped.
When you tell a testimonial, you don’t have to say, “Here’s a testimonial…” You can let it come naturally through in your content. You can be talking about a subject, and then you might bring an example of someone you’ve helped within that subject.
For example, I have a client recently who did a webinar and she made over $12,000. I just include stories like this within my content, that line up with the content I am creating.
I also have a client who I helped move from being a CEO of a medium-sized company to leaving his job and starting his own business, so I shared this in my content around the difference between a 9-5 mindset and an entrepreneurial mindset.
Bringing stories and examples of lived experiences of your clients that you’ve helped adds social proof to your content.
Social Circle
Who are the type of people you attract? Who is attracted to you and who is in your social circle? Do you have a community that is full of people bitching or complaining? Do you attract people who are toxic?
We have to really look at our standards of who we allow to spend time with us in close proximity.
Last night I went to my friend Lisa Jane’s networking event online. I’d had a full day of clients before so I had a long day. I turned up because I knew she attracts quality people. I knew that the people who came would be quality people.
Your social circle makes an impact on the way people trust you also. If you surround yourself with like-minded, authentic, growth-minded people, those are the types of people you will attract.
Social Experience
Do you have a lived, embodied experience of what you’re teaching and sharing?
Are you being an example of possibilities?
Few things are more of a turn-off than someone not living what they’re saying.
An example of this is a health coach who has some bad nutrition and lifestyle habits.
Or a relationship coach that wasn’t good at relationships.
Obviously it’s not about perfection, but about being a role model.
Would you rather work with someone who has lived and embodies what they teach or would you prefer to learn from someone who is just teaching a theory they’ve never actually put into practice?
Are you constantly setting your standards high and growing towards them, and not just teaching theory?
2 – Curiosity
The second ingredient you need in order to attract clients through your content is curiosity.
I’ve spoken about this before in previous blogs, but it’s such a powerful ingredient to include in your content, so you can open up a desire and have your content convert.
It’s the difference between something being nice to read or it being a must-read. It’s the difference between something being nice to watch or something that you absolutely have to watch.
TV series do this well. They leave open loops in your brain, so you’re just wanting to close that loop. You are just waiting to see the new episode so you can close the loop. This draws curiosity.
In business, you do this by teaching people something they didn’t know. And then you show them that there is more that there is still to know, which makes them realise they need to know more. This shifts their perception and makes them somewhat more curious.
It’s not that you’re trying to be elusive or vague, or dangle a carrot and then take it away and say, “Hey, contact me if you want more information.” You need to give as much value as you can.
You also need to open the slope of curiosity, where they want to know more because they’ve just had an epiphany that there is more to what you are teaching.
This helps people realise that you do something different from what they’re used to, or you come from an angle that is different to what they’ve heard before. They see that you teach in a way that’s slightly different or your content lands differently.
To make this happen you have to craft your content. When you take time to craft your content, you don’t just check it to make it perfect, but you craft your words to create a shift in someone’s perception and this opens up that curiosity.
That’s what makes people private message me. After I share a video or share a piece of content, I often have people DM me. I share a lot in my content and I don’t hold back, but I am also transparent in that I show that there’s so much more to know
Curiosity is a really cool ingredient to include in your content. If you learn to make people curious and you apply this in your content, it can be a game-changer in your content and the way you connect with potential clients.
3 – Take Action
The third thing I recommend that every piece of content needs is it has to have a call to action.
I recommend that all of your content inspires some form of action. You might do this overtly or covertly.
I don’t always say to people to DM me or click a link in my bio. Some posts pose a question, and this gets people to start shifting in their minds, in order to take action.
You have to ask yourself – what is the purpose of the content piece.
What’s the point of crafting a beautiful piece of content that’s interesting and nice to look at, but if it doesn’t inspire someone to take action?
All your content should help someone take action, and that action might be a very small step, but it’s one step closer to them improving their life.
Not everyone who reads your content is ready to talk to you or to invest in you straight away.
Some people wait 3 or 6 months before they contact me, for example. I’ve had people sit on my email list for a year before they get in touch with me. Other times people contact me straight away and make a fast decision to work with me.
I consistently put out content and I consistently get clients, because of the varying stages of the buyer’s journey that people go through.
The buyer’s journey starts with someone becoming aware of you and then they need to build trust. This leads them to become aware they have a problem, then they become aware of the cause of the problem, and this flows to them becoming aware of the solution. This then follows to the buyer becoming aware that you provide the solution.
People go on the buyer’s journey at different rates, some people do it quickly, some people take longer.
When you sit down to create your content posts, start with the action you want the person to take and then work back from there.
A major benefit of starting with the end in mind is that people get used to you inspiring action. They get used to you popping up in their social feeds, and they begin to know that you give quality content that will inspire them to take action. So they take the time to read and watch your content.
These are the keys to consistently making offers but having them not seem like you are trying to push a sale, because the next step is not something they will have to pay for and also you have provided value.
Do you want help doing this so you can get more clients and grow your business?
I work together with my clients in the following areas:
1) Making your offer irresistible. I help you get clear on the best packaging and pricing for your stage in business and the stage that your ideal clients are at.
2) Clarifying your language. I help you understand the beliefs your ideal clients have and what you want them to believe. Most importantly I help you use the right language for your ideal client, so the right people can immediately see what you’re all about and that your program is right for them.
3) Creating organic, compelling content that converts. I use my proven process to craft the right language that calls in truly ideal, quality clients and I make sure you’re following the frameworks as precisely as possible. This will ensure you get enquiries from your content.
In order to be the best candidate to get results, you must have experience serving clients in your area of expertise and getting results, and already have a pretty clear idea of what problem you solve and who you enjoy helping the most.
If you’re not sure if you meet this qualification, message me on Facebook or email me at info@katmillar.com and we’ll discuss it.
You need to be willing to create content consistently, either writing and/or being on video and sharing your thoughts about the topics you’re an expert in.
If you’re interested, get in touch and we will have a chat and see if you are a good fit.
I look forward to chatting with you!
Kat.
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