Creating Powerful Content That Converts: The Secret to Turning Follows into Sales

Creating Powerful Content That Converts: The Secret to Turning Follows into Sales

In this post, I’m talking about the limiting beliefs that come up when people think about content creation.  It’s not uncommon to question what you should be posting, how often you should be posting, and so on. And, of course, it’s important that the content you put out there matches what you’re selling. 

 

 

Defining Your Pillars

When thinking about content, I break it into two major pieces. The first piece is, what do you want to be known for? What expertise are you looking to convey to your audience?

On the other hand, who are you as a person? What kinds of things do you stand for? What are your beliefs inside and outside of your industry? 

These definitions are your pillars. Pillars denote what you stand for and against, allowing you to set yourself apart from other people with the expertise you may share. These add an additional level beyond just your expertise and further insight into you that your audience can relate to.

A personal example of this is how I despise when people within my industry copy each other. People copy ideas, content, sales pages, emails, and so on. One of the reasons that I hate this so much and stand against it is because when I was working in network marketing, this is something I was taught to do. Let me tell you – it felt horrible to do it. And, it just didn’t work. It didn’t convert to clients. So now, I firmly stand against it. 

I know that people put SO much heart, soul, and hard work into their content. So it’s not something that should be ripped off by someone else. When I first realized how strongly I stood against this, I had to figure out how to get that message into the world and into my content in an appealing way that would resonate with readers. So, I settled on the fact that I stand for complete and unapologetic originality, which is what I equate to the positive side of “not copying”. 

This tells my audience what I stand for. It also dictates what will help them in building out offers – to be completely unique and original. 

When you start clearly defining your pillars and conveying them through your content, you’ll begin to stand out because you’re doing something original that sets you apart from others who share your expertise.

 

 

Exercises to Spur Originality

There are some exercises I like to use that can help you ensure that you’re sparking original ideas for your work and your content. The first is to write out all the things you stand against. Then flip those things to what they mean you stand FOR, like I did with standing against copying but standing for originality.

The next exercise is to write out all of the skills you want to be known for. This acts as a lens to decipher how you see your expertise and how you differ from other people who want to be known for the same expertise. 

 

Content With a Purpose

Having content that conveys both what you want to be known for in your industry and your pillars really give it a purpose. And this results in more confidence in this content. And that turns into converting clients, which is obviously the ultimate goal.

This can be attributed to the fact that people want to hire someone that is great at a specific skill. Having content that meets these marks shows your audience how you do things well but differently, spurring a deeper connection. Sharing your perspective with them allows for this. 

 

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Producing Consistent Content

Another important part of having powerful content that converts to clients is to ensure it’s consistent. This helps you to build trust and credibility with your audience. It builds a connection. 

Having an email list that you reach out to on some normal cadence is a great way to stay in touch with people and connect with them on a regular basis. This doesn’t have to be every day – you can decide what cadence works for you. But email is great because you’re not limited in the number of words or what you can do with it like you are on other platforms.

To really be consistent, I usually recommend focusing on a few platforms or as few as one or two before you expand. If you don’t have just a couple of platforms down and aren’t consistent with those, you can’t expand without being overwhelmed. 

Putting your full attention and time into the content you put out there to build your business and make sales will pay off, building your following and eventually converting to clients.

 

Figuring Out What’s Realistic For You

Part of putting out consistent content is figuring out what’s realistic for you and your business. It can be easy to mentally over-commit yourself to producing tons of content across different platforms, but if you don’t have a team or a process, it can be hard to carry through with it.

Prioritizing and leaning on the resources you have will help you to figure out what’s realistic and will allow you to direct your focus. Be really honest with yourself on what you can realistically commit to at first. And there’s no shame if the true answer to that is just doing a couple of things a week. As long as you figure out what’s realistic, commit to it, and make a plan to make it happen.

 

 

Creating Powerful Content That Converts: The Secret to Turning Follows into Sales: The Bottomline

It’s so important for your content to lead into something that’s intentional. That’s how you have strong content that converts to clients in a big way. I hope this post has helped you to realize that being consistent, showing your audience what you stand for, and being realistic about what you can put out there are big parts of the recipe for successful, strong content.

Thanks so much for reading! To sign up for my courses and coaching and explore all the resources I have to offer, check out the links below. And don’t forget to tune into The #PrettyAwkward Entrepreneur Podcast, wherever you love to stream content!

 

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