In today’s issue, I’ll be sharing 5 things you can mention to create content that converts.
That’s how I went from attracting $150 clients to $4000 clients.
Don’t get me wrong, this didn’t happen overnight (or even a month).
During the 2nd half of 2020, I created content that got over 300 likes, but didn’t get a single high ticket client.
So, what changed?
I started using my market research insights in my content and messaging.
Now, I want to share the 5 things I make sure to communicate whenever I create content.
Want to get your ideal client’s attention? Paint a picture of where they’re at now. Mention and expand on their challenges.
Do this by highlighting the challenges, pain points, frustrations they mentioned in your market research
Here’s an example of how I do it:
Challenge: Creating content consistently
They’re not sure if their content is effective
They don’t know if their audience understands them
Their message is jumbled up in their head
They don’t know if their audience is actually interested in their content
These were all answers my ideal clients mentioned during my market research interviews. I literally took their words and pasted it across my content.
Just mentioning their challenges won’t convert your audience. You need to show them the transformation you can give them.
Do this by highlighting the goal and desires they mentioned in your market research.
Here are a few examples:
These touched on the goals of:
Converting their audience
Increasing rates and signing premium clients
Market Research Questions to ask:
What are your big business goals for the next 6 months?
Let’s face it, many business owners have a limited understanding around branding. They sometimes think it’s marketing!
So why not counter their myths and objections before they even reach out to you?
Here’s an example:
This one really helped convert a client after 3 months 😂
That’s because it helped debunk her belief that branding is:
An easy process that can be done by anyone
All visuals and design
Market Research Questions to ask:
In your own words, how would you describe branding?
If I were to offer my services to you now, what objections would come to mind?
What would they lose if they didn’t work with you? What would happen if they didn’t try to solve their problems?
More often than not, this is the type of pain that moves people to action. There is no greater frustration than staying stuck with the problems they have.
The challenges and frustrations they mentioned
What’s keeping them from their goals
What would happen if they weren’t able to achieve their goals
The problems they’re trying to solve right now
Here's an example of how I did this:
This touches on a very common problem most of my clients go through: Being unable to accurately communicate the quality of their business to their audience, which ends up creating the wrong impression around their brand.
You know their challenges and their goals, so now what? You need to earn their trust through authority and expertise.
You can do this by letting them experience a small win or a taste of your services.
I personally like to do this by leaving my audience with action steps.
This does 2 things:
They’re able to experience a small transformation from your content
You’re able to share your knowledge and expertise in your niche
When they see results from your content, they’ll be more inclined to work with you.
I do this on almost all of my posts.
And that’s it!
These are the 5 things I try to communicate the most when creating content. In the long run, it helps nurture my audience until they’re finally ready to buy.
Their current situation
Their objections/myths around my services
📖 Book: But I’m Not An Expert by Meera Kothand — A great reference if you’re looking to start building authority online. If you’re having a hard time finding your market or creating a content strategy, then you’ll want to check this out.
📖 Book: This Book Will Teach You How To Write Better by Neville Medhora — This was recommended by Chris Do. It’s simple and easy to follow. My favorite parts were the chapters around writing scroll stopping headlines and the AIDA framework.
🛠 Tools: Creator Studio — A free content scheduling app for Instagram and Facebook.
📈 Investing: As a 22 year old, I’m trying to make the most out of my time by learning how to invest, make money, and increase my income streams. I’ve been binging the content of Robert Kiyosaki (Rich Dad Poor Dad), courses of Andy Tanner (Robert’s advisor), and reading financial newsletters from The Wall Street Journal, Morning Brew, and Merkado Barkada.