One of the biggest issues I see my new clients facing
when they come to me for help is with their content.
Maybe they are inconsistent and only end up posting once a week or every other week, or maybe they’re posting every single day. But the issue is the same: their content is just not resonating with their audience.
When this type of client comes to me, they are usually at their breaking point. They’re (figuratively) pulling their hair, stressed out to the max, and wearily ask me, “What am I doing wrong? I’m putting so much effort in with no results.”
The answer I almost always give them is this – their content just isn’t adding value.
I know this one-size-fits all answer can’t possibly be true – after all, each company creates very different content based on their ideal audience. But that’s just it – no matter what kind of content you are creating, it needs to add value to the lives of your audience members who are looking at (and hopefully engaging with) your content each day.
So what does this mean in practice?
Let’s do a bit of work together. Imagine you are your ideal client. Put yourself in their shoes, and ask yourself, what is of value to me? What kind of content am I seeking out? What kind of value do I want to gain from the brands that I follow?
At the end of the day, the reason that your client is going to hire you is for the perceived value that you offer them. Read that again. The reason your client is going to hire you is not for the product/service itself, but for the perceived value offered.
I hope this helps you think about your content in a way that you never have before; because this will help you transition your content in a way that no one else in your space is. There are SO many brands out there who only want to talk about their product or offer. We’re talking HUGE brands. And the problem is, they’re missing the mark when they do this. Because as much as we don’t want to believe it, the product or service is not why someone follows a brand and ultimately purchases.
Ultimately, the core reason why customers will buy from you is from the emotional connection you create between your offer and your ideal client. If you’re wondering what exactly this means, let’s use a “doorway to the sale” to understand it better.
Picture this:
Your audience/potential client is in a room and considering walking through the door. This door represents a sales conversation with you, while the threshold represents the decision to purchase. But before any of that, you need to get them to OPEN the door.
This is where your content comes in. Your content will bring them closer to the door and entice them to open it. The journey to doing this could be very fast. Or, it could be incredibly slow. It all depends on whether you are posting the right kind of content.
By focusing on emotional connection in your content, you are going to start to see more of your potential clients open that door – and they will do so quicker when your content starts working for you rather than against you.
Want to learn more about how to create value-adding content? We cover this topic in Season 1, Episode 3 of our podcast, Stop Scrolling, Start Scaling. Tune in here.
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