Look I’m not a mind reader. I’ve had those moments of despairing “What do you want from me?!” when my content seemed to be getting me nowhere. 

But the more I’ve written content for myself and my clients, the more I’ve realised I can tap into my strong sense of empathy. It has felt like a burden in the past but empathy helps me to understand how to write content that meets an ideal client persona where are and resonates with their hopes, dreams and angish. 

With that in mind, here are 3 questions, everyone should be answering in their content on the regular. 

How can you make my life easier now?

There is an instant gratification element of online content even from a business perspective. If someone doesn’t know you or your business, without sounding too harsh, they have no reason to care. They aren’t invested in you - yet! So they’re only going to spend their time reading and engaging with their content if there’s something in it for them.

This is where your tips, advice and educational content come in handy in attracting new potential clients to your business. It doesn’t have to be practical expertise. I find the emotional and/or mindset elements work really well like this post I did. 

For example, “This is my revelation of the quarter…”

Who even are you?

When you’ve given them a nugget of advice that has made their life easier in some way, they have a good reason to pay attention to you. Increase the duration of this interest by showing your audience who you are as a person. We don’t tend to feel particularly attached to anonymous entities. We do spark emotional connections with other people. 

Create opportunities for shared interests, experiences and values by writing storytelling-based content like this post I shared.

For example, “My clients wouldn’t describe me as…” 

How can we get the best results together?

So they’ve liked your nuggets of advice and feel aligned with you in some way. Now it’s time to take things to the next level. I mean paying client level. Introduce the services you offer, who they are suited for, how they help and the results they can expect. Get into the details to minimise the sense of stepping into the unknown. Address any resistance so that they can make the best decision for them.

Don’t be afraid to be really explicit like I was in this post because it’s actually helpful for your audience who could benefit from your services but need the details of your service to make an informed decision. 

For example, “So you need some hands-on help to…”

There you have it - 3 things your next client needs to know before they can say yes to working with you. 

If you found this helpful, copy the URL and share it with a fellow business owner. They can sign up to be the first to hear about next week’s content prompts by scrolling to the sign up form at the bottom of the page. 

Feeling stuck because you like these content ideas but know you just don’t have the time or headspace to turn them into pieces of content for your business? I can write your content for you. 

Go make content magic!