Content writing, we all know how important it is to write content that connects with our audience. But connection isn’t enough. Our content needs to inspire our ideal clients to take action and invest in our offers.
Sometimes this proves difficult. We get writer’s block. We don’t know how to say what we need to say. Or we completely miss the mark. The good news is it doesn’t have to be this hard!
So, if you struggle with writing content or it’s not converting to conversations with your ideal clients, you’re gonna want to keep reading. Let’s go over the 4 mistakes you are making when writing your content.
You aren’t talking about your offer
How often do you write an amazing piece of content and then leave out the best part – the part about your offer?
I’m not even talking about an actual offer like “here’s how you can work with me.”
I’m talking about saying what you’re good at and mentioning how your offer can solve their problem.
Example: That would be like me writing a post empowering mamas to take action and invest in their business and listing a slew of things they should invest in (software, assistants, daycare, etc.) that will help them scale, BUT failing to tell them that business coaching should be at the top of their list.
Missed the mark!
I’d be doing someone else’s work for them (the software companies, the VAs, the daycare) and promoting their offers.
Don’t. Do. That.
Talk about your offer!
Talk about why your ideal client can benefit from it!
And take about why they want to get it from you!
It’s not slimy.
It’s not manipulative.
It’s not boasting.
It’s called running a business – a successful business that actually lands clients, sells products, and makes money!
You aren’t talking to the right ideal client
Did you know that there is a difference between attracting clients and creating clients?
Which one are you spending your time doing?
Let me break it down for you:
I see too many people writing content to people who aren’t ready to buy from them (i.e., creating clients).
Example: Virtual Assistants writing content to inspire people to start their own businesses.
Shouldn’t their ideal client already have a business that they can then offer to “assist” with?
And yet I see this all the time! VAs trying to create businesses instead of attracting those people with established businesses!
Look at your content and tell me if you are writing to someone who already knows they want what you offer. Or are you writing to someone who isn’t yet ready to invest in your offer?
The difference is subtle, but it’s there.
And I promise you, once you get good at differentiating between the two, your content will start attracting those dream clients!
The business need already exists! So why are you wasting your time trying to create the need instead of serving it!
You’re a good writer so you think your content is already the best
Try not to take this one personally.
I have been in these shoes before!
I thoroughly enjoy writing. In fact, in college I dabbled with majoring in journalism. So I was sure that content writing would not only be easy, but it would be my strong suit.
But I’ve learned that just because you are a good writer doesn’t mean you are writing content that converts.
And if you keep telling yourself “well, I’m a good writer, I don’t need help in that department”, then you’re overlooking the problem.
[I actually did a training “Are you troubleshooting the right problem?” Go watch it now and see how it applies to this idea here.]
Let me let you in on a little secret – your good writing skills can only get you so far. There is wayyyyy more to writing content that will convert and connect!
“Good writers” write informative content. Content that shares all of the information. Content that is uplifting. Content that is neutral. Content that is safe.
But your content needs to inspire and challenge your ideal client to take action. And not just any action, action that leads to conversations with you. Action that leads to investing in what you have to offer. Action that moves them from a prospective client to an existing client.
Does your content do that? If not, it’s because being a “good writer” alone doesn’t cut it.
Remember this, your content is the way you communicate with your audience, what are you actually telling them?
You don’t talk about the promised transformation you can deliver to your client because you don’t believe in it enough yourself
If someone messaged you today and said “Hey, I’d love some more information about your [service, program coaching, product, etc.] can you tell me what I should expect to get out of it?”
Would you know how to answer?
Or would you write some safe response like “Well, I actually don’t guarantee that my [offer] will get you specific results but I’m sure it will serve you in some capacity.”
If it’s the latter, that’s a problem.
Look, I’m not saying that you have to have a money back guarantee.
BUT, you should be able to tell them exactly what they can expect from working with you/buying from you.
The reason you’re having difficulty doing so? It’s because you yourself aren’t completely sold on your ability to get them their desired results.
If I’m being honest, I was in your shoes once upon a time. My promised results were vague, they were safe, and they weren’t getting me in front of the people I dreamed of working with!
Once I uncovered my expertise, I was able to create a promised result that was based in my expertise. One that I actually believed in, and that I could stand behind. That was the missing link with much of my content. And if I had to guess, it’s missing from your content as well.
People want to
know, scratch that, people NEED to know what they will get out of their investments.
There are many different ways you can show them this – client testimonials, answering FAQs, mini trainings, dropping “nuggets of wisdom.”
But the best way to show them this is to be direct. Tell them what the promised result is and why you’re sure that you can deliver them to it.
Alright, let’s wrap this up and tie it with a bow! Each one of these mistakes can be fixed by doing ONE thing – Uncovering your expertise!
Need helping uncovering your expertise? Download my “Selling on Social with Ease and Confidence” Guide here!
Here’s what I mean when I say expertise:
I am an expert at helping my clients uncover and own their expertise so they can show up confidently and sell on social with ease!
Here’s what I’m not –
I’m not an expert business mentor – business mentor is my title.
I’m not an expert business mentor for mamas in business – mamas in business are who I help.
But what I am is an expert at helping you uncover your expertise because I understand that doing so will have a positive impact on your business and your bank account!
See the difference? Who cares if I’m an expert business mentor? There are so many facets to business! What exactly am I an expert at and how will it help your business? How is it different from what “she’s” an expert at? How does my expertise solve my ideal client’s exact problem?
When you know what you are an expert at, you know exactly how you help your clients get the results they are looking for.
And when you can explain that to them clearly and to the point, they will understand why they want what you have to offer!
So what are you an expert at, Mama?
Uncovering your expertise will 100% take your business to the next level! And that’s because you’ll finally understand how to write content that serve your audience! Content that meets your client where she’s at! Content that she can relate to because she feels like you’re talking directly to her! Content that creates conversation! Content that works for you!
Need help uncovering your expertise so you can start writing content that works for you and attracts your ideal client? Click here to get more info on how we can work together!