Do you ever feel like having the right words everywhere, online, all at once is impossible?
If you answered yes, you are not alone. 57% of marketers feel the same way. Yes, even though you call yourself a coach, service provider or strategist, you are also a marketer. But, now that you know you are not alone you can breathe a sigh of relief, right?
The biggest challenge you face in creating content and copy is the all too often talked about “balancing act” – finding the time to write content let alone get it out in front of people + adding value to your readers and clients and effectively communicating your unique brand identity to future consumers of your content.
You have to take a metric shit ton of things into consideration:
Knowing who you are talking to.
What kind of content appeals to them the most.
Storytelling the right way so you don’t sound spammy or boring to them.
Creating offers and free content that is the answer(s) to their burning questions.
Promoting your services and offers in a way that connects with them on a deep level.
It can be overwhelming, because content marketing and copywriting is a delicate dance between finding relevant ways to sound natural, yet not “too pitchy” and to put it plainly, not produce shit that isn’t a valuable resource.
And it’s not just creating it that’s the problem.
You also need to know where to position it and how to repurpose it.
You need to understand where your audience hangs out online. (and sometimes offline)
Most importantly, you need to know your voice and have confidence in what you are offering.
Then you need to talk to people and have real conversations.
Only then can you convert, because you understand what their problem is and how you offer the solution.
You don’t have to be first or the “best”. You just need to be you and provide value in a way that speaks to people. -Me (yeah, sometimes I quote myself)
So, how do you do that?
It starts with only creating content that’s in line with your goals. (we’ll talk about goals in a second)
Whatever you create has to focus on your niche. See that shiny thing over there? Ignore the hell out of it and stick to what you do best and what your people want.
Stick to creating content, offers, copy, and courses that cater to the people who will be reading it. Speak to them using their words, but also know that you cannot serve and help everyone on the planet. If you intend to scale and grow your business, you have to make offers, ask people to buy them and be okay with the fact that only certain people will be able to work with you.
You must be consistently GOOD. Consistency for you will not look the same as it does for her, or him, or that person who’s marketing style you admire so much, because your core message is not their core message. You didn’t start a business or come to your “why” in the same way that they did.
How to create content in line with your goals
Not goals just in line with your bigger vision and mission, but for every email, sales page or social post along the way. And, creating a strategy that speaks to your values and your brand as a whole + taking action on the things that are aimed at the target.
Goals + Intentions + Actions = Targeted results or progress
This is the simple math that helps build a framework around your messaging to free up your valuable time to focus on the parts of your business that NEED your attention.
The benefits of having goals and a framework:
It then becomes possible to generate and convert leads at a higher rate (even while you’re away from the business).
You get to have or maintain that know, like, trust factor on a more consistent level, because there’s no doubt about what you stand for and the benefits of working with you are crystal clear.
Your new or growing business is supported in a way that allows you as a business owner to thrive and create more income.
Parts of your content and copy can and will change as your programs, services and offerings evolve. But still, goals and a mission for each of these need to be the basis on which you create any content.
You need an overall plan for your content, main goals and missions, topics and sub-topics that speak to the brand conversation and story and a quarterly review and audit to repurpose conversations or start new ones
EX: Your mission is to help clients create a healthier lifestyle. Aside from the actual program you offer, what are 5-7 sub-topics that fall under that mission? Clean eating, exercise, meditation, self-care, rid their home of toxic cleaners, etc. Under each of those, what are some tips, techniques, modalities, and so on that speak to each of those?
I’ve even made it easy peasy for you with this outline. Feel free to grab a copy here.
How to Write for Your Ideal Clients:
Imagine yourself in a room full of your ideal clients. You have 90 seconds to reassure them that you can solve their problem.
This 90 seconds is the core message of your business. Do you know what that message is?
That core message is your story, your knowledge and who you are. It is very important to you, your brand and the people you’re trying to reach to know what that message is.
When you write to engage with people, it’s your job to harness that message into something that gets people excited. You have to show up and connect and show them why you care.
Always go back to that 90 seconds. Sit in those feelings and the questions your audience has.
Write like you. Talk like you. Because in the end, YOU is what people pay for.
Your Copy is an awesome tool, but it’s not magic
Copywriting and content are such powerful assets for any online business. Whether you choose to write your own or hire it out, it’s important to present it in a way that your audience understands, gets their questions (and objections) answered and makes it effortless for them to say hell yes to whatever you’re selling.
There will be successes and failures just like any other endeavor. There will always be room for improvement. Allowing the failures to stop you will only derail the future successes.
I will leave you with five things to keep in mind whenever you write copy:
Check your copy for any jargon, casual or overly clever terms & phrasing and words that are simply played out in your industry.
Know what your offer or service solves or the desire that it meets and attach specific emotions to each. Use your copy to show empathy and understanding to your audience, by talking about the biggest benefits (not features) of your offer and how it will make them feel.
Think about the “buyer’s journey” – a hero and a villain within your copy. They don’t have to be actual people. If you’re selling Virtual Assistant services for instance, then giving the client back their time makes you the hero, while wasted time on tasks they hate or are not good at is the enemy.
Imagine your copy as a tool to guide a client to overcome a challenge and discover something valuable enough to act on.
Be prepared to edit your content a shit ton of times for refinement and flow. Subtracting will be your best friend. Editing is never about “How can I add more to this to make it super amazing”? It’s more about “How can I say it better with less bullshit”?