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1. Know exactly who you’re talking to for every piece of content you create
In fact, create a persona for your ideal client that includes who they are, what keeps them up at night, how they spend their free time, what they read, what they buy and anything else you can think of. Take this a step further and give them a name and even look for a photo of your ideal client. To make this easier, think of someone you already know that fits this description and use them for your persona. It’s so easy to feel that social media and business are a numbers game. I challenge you to think of it as a connections game. Think of what you can say that would connect with your ideal clients.
Try this simple visualization exercise to help.
Before you write your next post, close your eyes and take a moment to think about your ideal client. What are they doing right before they come across your content? What makes them stop scrolling, pause, read and comment? What could you say to speak to their heart and deeply connect?
For example, if your ideal client is an overwhelmed mother, imagining her sitting down in her car after dropping her kids off at daycare. She takes a moment to breathe and pulls out her phone for the first moment she has had to herself all day. She’s texting a few friends and scrolling and liking on Instagram, all of a sudden, she stops. This post feels like it’s speaking to what she’s going through right now. She reads all the way through, then she comments because she wants to tell you how much this resonated and how it felt you were speaking directly to her. She clicks through to your profile and even clicks on the book a call link. You are the answer she’s been searching for.
2. Define your purpose for your content
Your purpose may be to entertain, share your personality, create connections, showcase your amazing lifestyle or sell a service/product.
Instead of thinking, I haven’t posted anything today, have a clear goal for all of your content and make it authentic. If you took the day off, share that you took the day off of social media to recharge and how this break supported you. Your customers want to know the real you, not a curated version. Remember that the next time you’re feeling the pressure to post.
Use marketing pillars to be more purposeful and help make content creation easier. The pillars should be a mix of personal and professional themes that make you uniquely who you are. For example, it could be coaching, healthy living, adventure travels and spirituality.
Use your pillars to create your content. This helps you be cohesive, consistent, stand out and, best of all, create connection. You can finally give up worrying about what to post too.
3. Create highly-valuable content
Be clear on the problem you are solving for your clients and the results you can help them create. Start by thinking of the content you love and regularly save. Make a list of the reasons why you save something. You’ll find savable content has certain traits in common. It’s useful, so people want to come back to it when they need to, it resonates on a deep level, so people want to share it, it’s easy to read, it has cool images and the text is thought-provoking.
Focus on making your content valuable. It’s great to use what you like personally for inspiration but also dig deep to discover how your solutions are different. If your coaching services are valuable because you provide hands-on support like nothing you’ve come across, share that. Let your ideal clients know this isn’t a call once a month, and then they will be left to figure things out—it’s a support system to encourage massive transformation. Remember, when you share your passion from the desire to be of service, it’s not boastful—it’s powerful.
Be relatable by sharing your struggles and the painful experiences that you went through to be who you are now. Use them to describe why you’re passionate about the work you do and the incredible lessons you learned along the way that you now teach your clients.
4. Bring your unique expertise to the table
How do you stand out, and why are you the clear choice for your ideal client? Maybe they’ve heard it all before and tried a few things that didn’t work—how can you make things different for them? Don’t be afraid to share the real you and what you’re passionate about, including causes that you support, ways of thinking that aren’t usual, books that you’ve read, and the training and life experience you have.
Customers don’t want to buy only a product or service—they want to buy from someone that they believe in, whether that’s a business that makes sustainable sourced children’s wear or a coach that has left their corporate job behind and built a business from the ground up. They are here for what you have to offer.
5. Include a call to action
When people start sharing and saving your content, you want to make sure they learn about you in the process. Make sure the call to action is clear. For example, tell them where they can book a call and what they can expect from speaking with you. Take the pressure off of you both and share that the free call is an opportunity to see if you’re the right fit, and it’s a chance for you to provide clarity or a solution to something they’ve been struggling with. It’s also a chance for you to share how you can help them.
If you are selling a product, include links to where your ideal client can shop. Include any special offers and limited-time promotions as an extra incentive. Think through the lens of your ideal client—what would give them the extra encouragement to buy from you?
Ready to give your content a boost? Check out my new free guide below for captivating social media prompts to attract your ideal clients.
Get access to 7 social media prompts to captivate your ideal client!
Studies show that people need to see a brand more than 10 times before it leads to sales*. Communicating consistently is key, and valuable content is more important than ever. It’s what sets you apart and boosts your visibility and reach.
It seems impossible to churn out amazing content regularly, but it doesn’t have to be hard work or take all of your time to put together. These simple strategies are designed to help you take one piece of content and transform it into several pieces so you can create your content calendar with ease.
The best part—you can subtly share your incredible messages in many different ways to increase brand awareness without feeling like you’re repeating yourself.
Play with formats
If you have a video message, take the highlights and write them out for a social media caption. If you’re already using a captioning tool, you can copy the text straight from the tool.
If you’ve written a blog, take the important messages and translate them into a short video clip like a reel on Instagram.
Mixing up the formats is not only fun to do, but it’s also one of the easiest ways to create multiple pieces of content.
Use graphics
Use a graphic design tool like Canva to create engaging graphics to showcase your message. Keep the messages short, either using text only or using icons with text. The key is to create short and catchy pieces that people will want to save and share with others.
Share in cycles
Don’t be afraid to cycle through content either. Chances are, on social media, your message won’t reach everyone. So share it again in a few months. DM me for recommendations on the best apps to help you do this with ease.
Expand
Take one big concept for your content, and don’t be afraid to expand on it and go into more details on exactly what it is and how it works. For example, if you shared a post with your top five productivity tips, take one tip and share it every week in more detail. Or take an Instagram post and talk about it in your stories.
Tease your content
If you’ve written a 500-word article, take a snippet and share just enough to leave people wanting to read more.
If you have a video, make it into a series with short clips that you can share throughout the month.
Ask the audience
Ask your followers if they have any questions about your content. This is a great way to engage with them and learn more about what they want to know and what matters to them. It will help you create even more content on the things you’re passionate about and serve your followers simultaneously.
Collaborate
Do a live video with a complementing business on the content you have created. You can share different views and get yourself in front of a new audience. It’s better if this isn’t scripted but instead is a conversation where you share the essential points that establish you as an expert in your field.
Use what you have
If you don’t have time to create an infographic or scour the web for the perfect photo, use what you already have.
It boosts your authenticity if you share images from your real life as it relates to your content. If we go back to the productivity example, you could share a photo of you spending time with your family. The photo says so much because, with the tips you’re sharing, you’re showing how you’re able to get things done effectively, so you have more time for the people that matter to you.
Post on all the platforms
Share the same content to different platforms. You may have the same audience on different social media apps, but chances are they won’t see all of your posts. Besides, if they do see it a few times, it boosts the chances that they stop scrolling and read your content. Remember, people need to see your message a few times to build brand awareness.
Be spontaneous
Planning takes the pressure off so you can be more spontaneous and feel more at ease. So plan that content and shift it as needed.
Share when you feel passionately inspired or have a big a-ha moment. This is often the best way to share because it comes from within. It’s what you want to do instead of what you feel like you have to do.
Let’s say your day opens up suddenly, or you wake up feeling inspired, and you find yourself wanting to share more about the content you created, do it.
Similarly, if you wake up and feel like you don’t want to share the content you had planned and instead something else that feels more aligned, listen to those nudges. That is your intuition guiding you, and when you share from this place, magic happens because it comes from your inner truth and resonates on a deeper level.
*According to research from the Taylor and Francis Group.
Get access to 7 social media prompts to captivate your ideal client!
It’s not only about what you say, but it’s also how you say it, and the energy you say it with that will determine if clients are lining up to work with you.
Here’s how to consciously create soul-aligned copy that your prospects can’t wait to read.
1. Make it All About Your Ideal Client
What are the problems you’re solving for your clients, and why does it matter? Make a list and showcase this front and centre on your website, social profiles and business card. Your ideal clients are wondering what you can do for them, and these days they have tons of options to choose from.
Knowing your strengths and superpowers is key here. You want to shine a spotlight on the solutions you offer while highlighting your areas of expertise.
Pro tip: Qualify your clients. You’re not for everyone, and you need to be clear on the exact person you want to attract.
Here’s an example to help:
I’m a former HR expert turned Marie Kondo Certified Consultant. I help mindful mamas, declutter their space and expand what they believe is possible in their home and life.
This entrepreneur is looking for mindful mothers interested in clearing the physical items and the old beliefs holding them back.
Clarity of your offer and the value you provide is a conscious copy must.
2. Give Them What They Want & Need
Make the focus on what your ideal client wants and needs. Let’s say, they think they need a fabulous sales funnel but what they really need is a full system they can scale to bring in hot leads.
Sell them on the funnel and then overdeliver with the system. You’ll turn your clients into raving fans that will be singing your praises for all to hear.
3. Show Them the Results + Tell Them How You’re Unique
Show them the results you’ve achieved for your clients and tell them what makes you and your approach special. Include success stories, testimonials, case studies and video reviews. Don’t stop there — make this a regular part of your content. Go on lives with clients, share the brands you’ve helped and the transformations you’ve facilitated.
Pro tip: Don’t forget to add logos of places you’ve been featured to your website to boost credibility.
You are the expert and leading authority in your field, showcase that in every possible way you can think of. This is the humblebrag at its finest. The key to doing this well is making it about what your clients are saying about you instead of what you’re saying about yourself.
True results speak for themselves.
4. Share the Non-Insta Worthy Moments
Choose authenticity over perfection every single time. Share your struggles and the unsexy side of your business and life, so you’re relatable. The world doesn’t need another influencer pretending to perfect, but it could sure the heck use an empowered entrepreneur sharing their truth and owning all the imperfections that make them who they are.
Yes, your life is all rainbows and unicorns now, but there was a time it wasn’t. Maybe it was when you first started, and you were struggling to get noticed, make end meats and find your first client.
Let them know it’s not all sunshine, and open up about the struggles you’ve overcome to make you the magnificent human being you are today. This is the reason that you are so passionate about everything single thing you do today — make sure your ideal client knows it.
Captivate them with your story, and use it to share why they need you in your life authentically.
You’ve been there, you’ve struggled, you lived to tell about it, and now you never want anyone to have to go through the same.
5. Consciously Create From a High-Vibe State
Sharing because you feel you have to post something will not get you the results you’re after. Instead, share, post and create only when you’re in a high vibe state, i.e. feeling fabulous!
Having trouble staying high-vibe? Create nourishing routines to support your well-being and choose the time of day you feel your best to create your content.
If you’re having an off day, don’t push through it. Put your content aside and do something you love until you’re feeling like your badass self again.
Post about the off day to create greater trust and authenticity. Your clients will love you for being you, and that is truly the best way to create the results your after.
Ready for more conscious copy tips to take your brand to the next level?
Get access to 7 social media prompts to captivate your ideal client!