When it comes down to it, your audience should work with you because you can help them. You have experience, expertise and/or some kind of skill that they can massively benefit from both at face value and the ripple effect it creates. 

So I wouldn’t be surprised if you’ve more than once wanted to post a piece of content along the lines of…

“I know what I’m doing. I’m good at it. If I do it, you don’t have to do it. Let’s get on with it.”

That’s not the most compelling content to put out there. How about something like this instead?

An Extended Testimonial

Quotes from clients are great. But if just slapped up as a graphic on socials, you’re not making the most of the opportunity because honestly, it can look kind of boring.

Make it easy to take something from the testimonial quote by dressing it up. Walk your audience through what the client got from working with you, how you made it happen - from strategy to customer service processes - and why it worked for them considering their objectives, hurdles and characteristics. Use the testimonial quote as evidence for the experience you’re explaining. 

It’s easier for your audience to digest, believe and get into. 

For example, “Working with me is like [snippet from testimonial quote]”

Client Spotlight

Content about your work can be a win-win situation if your client is up for it. They get to benefit from your audience as one of your VIPs and you get to show off the kind of clients you work with and what they think about working with you. 

Bring their area of expertise to your audience through an Instagram live, guest blog, promoting their services and success (as relevant to what you do) on your platforms. As a copywriter, if my clients are happy for me to name them as a client of mine, I share their website launches, service launches or content as it goes live. 

The intention is to show examples of what I do (to demystify it), examples of who I work with (so my audience can identify with them) and examples of the impact of my work (as proof of return on investment).

For example, “If you need a [client expertise] expert, let me heartily recommend [client name] because…”

The Cheatsheet

If a client wants to stay anonymous or it just doesn’t seem appropriate to name your clients because of the kind of work you do, this is what I like to do instead. Walk your audience through a specific result you got for a client without really getting them involved. 

The specificity is really intriguing and makes it more believable and tempting. You didn’t just get them some unknown quantity of extra website visitors. You doubled the monthly traffic to their website. You make it even more believable by laying out how you made it happen so your audience can’t dismiss it as a fluke or something not attainable for them. 

Keep the process you share short and sweet. Not only to preserve your expertise but to keep it digestible within the boundaries of online content. Your ideal client doesn’t need to know every single detail, just enough to believe in it (and you!)

For example, “The exact steps I followed to get a client [specific result]”

There you have it - 3 content ideas for how to let your expertise shine through your content. 

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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!