Ever had a leaky tap? You don’t know how to fix it.
Then a plumber comes along.
He knows exactly where the problem is, so he can fix it fast.
The same applies to our content.
Often, we know it’s not working, but we don’t know why.
When we know where the problem is, we can change it.
Take Einstein’s definition of insanity for example – “doing the same thing but expecting different results”…
We can’t expect to get different results with our content if we keep using the same methods.
A lot of people spend time creating content that’s not fulfilling its purpose of attracting the right clients.
And the challenge is, they don’t know the tweaks it needs to make it work.
The ultimate purpose of content is for people to get to know you, and draw in the right people to you.
Compelling copywriting helps us share our value in a way that has people get to know, like and trust us.
More than likely, it’s not because of YOU that people aren’t reaching out to work with you. You are brilliant and a specific zone of genius.
It’s probably just that the message isn’t communicating your value effectively.
The only way to find out what to tweak is to know what to look for.
In order for your content (e.g. emails and posts) to do its job, there are some key components it needs to have.
I created a simple self-assessment tool that you can use to quickly identify the gaps and see how to fix the leaks.
Take the content skills and strategy quiz:
Rate your content skills on a scale of 1-10:
- How often do people contact you and let you know that your content help them?
- Do you regularly use the language of your ideal client?
- How well do you educate and inspire people before you sell to them?
- How often do you share your credibility using testimonials and success stories?
- How clearly does it communicate what you stand for and stand against?
Rate your content strategy on a scale of 1-10:
- How good is your content strategy at creating leads?
- Is it following a proven formula?
- How consistently are you sharing content?
- How much does it stand out?
- How well does your content inspire action?
So, how did you do?
If you scored 7 or less in any of these areas, it’s totally normal. A lot of business owners are in the position where their content strategy is not where it needs to be to convert people into their programs.
But I want to reassure you with the right you can absolutely boost that score up to a 9 or 10 quickly.
Even changing by 1% in each of these areas can make a massive difference.
It could be literally just a few tweaks.
Let’s look at how:
1. Good content moves people to act
It makes them want to reach out to you and let you know that it helped them.To write content that has this effect, you need to take the time to craft it in a way that gives genuine value such as tangible gems, tips, new ways of looking at things and interesting ways of saying things.
To inspire people to act, we need to understand the power of influence and human behaviour. If you’re not learning about this, I highly recommend you make it a priority.
2. Regularly use the language of your ideal client
The only way you can do this is by understanding your audience and their dreams, desires, fears, and frustrations.
The better you know them, the better your content will content with them.
It requires spending time with your ideal clients so you get to know their language. Usually, your ideal client is YOU a few years ago. So you understand the language and how to speak at their level and wavelength.
3. Educate and inspire people before you sell to them
Many people rush to ask people to invest before they have educated and inspired through their content. Be in this for the long-game.
Good content is about relationship building. And that requires trust. Give give give (and give some more) before you ask.
4. Share your credibility using testimonials and success stories
Don’t be afraid to share your clients successes. This builds your authority and credibility.
If you don’t have testimonials and case studies, make it a priority to get them asap.
You may have to help people for free until you get this. You might need to think outside of the box.
Commit to helping people transform as a priority. It’s much easier to fast-track the process of people trusting you if there’s clear evidence that you know how to get results.
5. Communicate what you stand for and stand against
Good content isn’t vague and wishy-washy. It’s confident and bold.
Good marketing attracts some people and repels others. You’re not meant to be all things to all people. You can’t. And if you try, you’ll get exhausted.
Call in the right people by transparently sharing your opinion, even if it ruffles some feathers.
1. Create content that creates leads
Sometimes it’s not an instant “post on Facebook, book a discovery call”. But over time, if you’re consistently showing up with valuable content, you will get leads. Make sure you’re peppering your content with ways that people can work with you.If you want more clients, take the time to craft your content in a way that has people want to work with you. You can do this by sharing value, speaking the language of your ideal clients, sharing your expertise generously and planting seeds about how you can help people.
When you’re consistently posting valuable content, you ‘earn the right’ to invite people into a discovery session with you to help them see if you are both a right fit to work together.
2. Follow a proven formula
A problem a lot of people face when it comes to copywriting is not knowing the rules of the game. You’re not going to win in any game or sport if you don’t know the rules.
There’s a big difference between everyday writing and writing to influence.
There’s so much more information now on the way we buy. Thanks to research, we can now understand the process people go through to make a decision to take action. We don’t have to guess anymore.
3. Share content consistently
If you want people to trust you, consistency wins.
No one wants to put their trust in someone that’s here today, gone tomorrow.
You can’t rely on whether you feel like posting content. You need to rely on a decision of commitment to do it.
A lot of people have told me that they have chosen to work with me over someone else simply because I keep showing up. I’m reliable, trustworthy and constantly top of their mind.
I initially found it hard to commit to regularly sharing content but then I saw the value of doing it. It’s worth it.
4. Create content that stands out
Social media and email boxes are saturated with photos, videos, content, promotions, and opinions.
What makes you stop scrolling and feel compelled to stop and read?Often it will be because it was different – it stood out. You felt surprised, intrigued or challenged.
Or because the writer has taken the time to educate or inspire you with something new.
Our brains constantly crave novelty. If you want to avoid being like the masses, post things that your audience doesn’t expect you to say.
5. Create content that inspires action
Our content should inspire people to act.
Us humans typically are moved to take action because of emotion – because we feel something.What are you so passionate about, that you love that you speak about it with energy? Speak about that more often.
When you enthusiastically share your passion through your words, it’s like a magnet to your followers and people will feel inspired to DO something, not just learn something.
The good thing is, compelling copy is a learnable skill and there’s a formula to it.
Knowing how to write effective copy is an essential skill to complement your business.
And that’s exactly what my upcoming free one-day event “How To Attract New Clients With Compelling Copy” is designed to do.
I’ll be sharing a proven compelling copy formula that can save you so much time and confusion.
Learn the skills and apply the strategy – and get ready to watch your income and impact transform!