How to Create Killer Content that Leads to Sales (PART I: Authenticity)
Are you wanting to make sales in your business without having to always feel sale-sy? We're going to be talking about two types of content to help you do that. This is going to be a two-part series, but today, we will just cover the first of the two types of content: authenticity pieces. Next week, we will dive into creating content that really establishes you as the expert.
The Importance of Content that Lets Your Authenticity Shine
We’re starting with authenticity pieces because they allow people to get to know you as a person. You're wondering, ‘Why is this important?’
If you're an ethical, hard-working, kind person, you're probably not used to showing people your authenticity -- it's just who you are.
If I sat down and interviewed all of your friends and family, they would tell me, right? We often forget that when we're interacting with strangers online. They don't really know this, and we can't assume that they do. It's our job to demonstrate who we are and really bring our full authentic self online in a way that feels safe, yet still vulnerable enough to let people get to know the real awesome person we are.
We want them to trust us, because they can hire anyone. People want to hire someone they resonate with and can relate to.
That is exactly what these authenticity pieces are about. I'm going to give you some examples of how you can do this, and hopefully, you'll turn off this video and go create some pieces of content (whether it's video/written content/audio) that allow your potential clients to get to know you authentically. [embed]https://youtu.be/_jIu-A62wSY[/embed]
Four Types of Authenticity Content You Can Write Today
Your Why:
Let’s dive into four ideas to demonstrate your authentic self. First is sharing your why: sharing why you started this business and why you're in this business, because if you're a heart-centered person, it's most likely a deep, authentic reason. Of course, you want to make profit/money in your business, but usually, there's another factor, too; there's a reason you're doing this, and sharing that reason is a great way to build that authentic-like factor in your business.
Your Stories:
A second way to show this is through your stories. Giving context by taking clients through past or current experiences your life: things that are happening, things that you're thinking about, especially as it pertains to the topic of your business and/or things that your potential customers might care about.
Behind the Scenes:
Next is behind the scenes. This is similar to stories but focuses on the present. It can be more formal if you want it to be; like, "I'm taking you behind the scenes of my business." You don't have to say these specific words, but you can say things like, "This is what I've been thinking through lately" or "As I've been working with my client's this week, I've noticed..."
What You’ve Overcome:
Last, if you have overcome the things that you bring your audience members through, share with your potential clients your success story. For example, if you're a health coach, and you have overcome your own health hurdles and difficulties, share it. Share especially if you're still in the process of overcoming it, because not only is it relatable, it’s truthful and real; it’s where you are in your journey.Those were some examples of ways that you can use content in order to build authenticity, and in addition to those practical examples, just remember to let your heart come through and to keep in mind that we can't assume anything. We can't assume that people know any of these parts of us.
Write About You, But Make it About Them
With all of these in mind, even though I'm telling you to share a lot about you - your story, your thoughts, you, you, you - remember that it's not really about you at all: it's about your ideal clients.
Always keep your clients in mind, even when you're writing about yourself. Can they relate? Is it something they’re interested in?
If you are telling a story about you at the grocery store, make sure it's relevant to them. Make sure it's relevant to what they're in the middle of overcoming. Even if it's not specifically pointing to your core offer, make sure it’s relevant to what your ideal clients care about.
It’s Always About Engagement
A great way to engage your client, even when it’s your story, is by tying in a really clear call to action. A call to action is found at the end of a piece of content, telling your audience what to do next and how to engage. Maybe it's as simple as this: if it's an email, telling them ‘reply with…’. If it's a blog post, comment below with your experience. If you share a story, ask them ‘has this ever happened to you?’ or ‘what's your favorite way to…’. It is really important to give people clear guidance so they're not unsure of how to interact with us, how to move forward, or where to go from there.
Make Your Effort Count by Repurposing
We're talking today about authenticity; next week, we will talk about expertise.
Your content should always lead to the current goal in your business.
Whether it's selling an offer or building your email list, the content should be purposeful and thought out, supporting the end goal.Writing content intentionally like this takes time, effort, and energy, so make sure you repurpose appropriately! That’s why I create one foundational content piece and creatively repurpose to create 10 pieces. If you want to learn more, go to download a free workbook where I spell out exactly how I do this. Repurposing allows me to continue to both create content and establish authenticity and expertise in a way that doesn't burn me out or exhaust me (because that's important, right?). We want to do good work in our businesses, but we also want to enjoy our lives.