Content Charisma

Why Traditional Growth Hacks Pale in Comparison to Building an Audience that Believes in Your Point of View

It's a pretty big understatement to say that Donald Trump is a bit controversial. Whether you love him or hate him, he has something way more valuable than money: an audience with full conviction in him and his vision. His supporters follow him from rally to rally. If he tells his audience to buy something (like, say, gold sneakers), they buy. They hang on his every word, and they would probably find a way to literally move a mountain for him if they had to. This is the power of conviction. Can you see how an audience with conviction would be incredibly valuable for your business? I'm sharing the psychology behind it and the steps to begin building unwavering conviction in your audience.

Conviction is a very "strongly held belief that a behavior is right, moral and consistent with your deeper values ." It's important to understand that conviction is a state of mind. If you feel conviction for a specific person/movement/philosophy, you feel good about yourself - that you are right in believing in it....and feel certain about your belief.

You must also recognize that conviction comes from being "for" something versus being "against" it. Going back to the Donald Trump example, his supporters are FOR him and what he says resonates with their own framework of beliefs...which leads to the positive feelings. In contrast, being "against" something can stir emotion, but it's not as powerful as true conviction. For example, let's say Joe Biden wants to appeal to the non-Trump supporters. He can attract their attention by using language "against" Trump. However, that does not build conviction. Now that he has their attention, he must give them something to believe in- otherwise their connection to him remains superficial.

Now that you have the context, here's how you can build conviction in your audience:

• Develop a point of view. In order for people to have conviction, you have to have a point of view that is clear and understandable in how you communicate it.
• You must have conviction in your own point of view. If you are at all hesitant or not clear or firm, your audience will pick up on it. When talking about your point of view, be direct and use active voice. Here is an example of my point of view using direct language in active voice: "Posting thought leadership content on LinkedIn is the best method for coaches and consultants to actively attract clients." vs. indirect, passive voice: "The best method for attracting clients to coaches and consultants is found through the posting of thought leadership content on LinkedIn."
• Be consistent. Every piece of content you share should support your point of view. For example, my point of view about thought leadership attracting clients loses strength if tomorrow my post says the best way to get new clients is by running an ad on Facebook.
• Overcome objections: A great way to plan your content is to think of the reasons why your audience might not believe your point of view. Don't hide from these. Address them in your content. Drawing on the example above, a topic of one of my posts could be "Why Facebooks Ads will never produce top tier clients for your coaching method."
• Repetition. Building conviction is not one and done. Your audience becomes more and more tuned the more they hear your message. Combine your point of view message with actionable insights your ideal clients can apply to overcome their pain/achieve their goals, and they will become true believers!

Need help developing a strong point of view? Feel free to book a complimentary session with me. I'm happy to be a sounding board and help you strengthen your position.

Decoding Digital Body Language

Ever thought about how much you're saying without actually saying a word? In the digital space, our words are only part of the conversation. The rest? It's all about digital body language. This concept might sound a bit mysterious, but it’s pretty straightforward. It's the way we use timing, tone, and even our response rate online to communicate.

Consider the last time you received a message. Did a quick reply make you feel valued? Or perhaps, the lack of punctuation in an email left you guessing the sender's tone? That’s digital body language at work.

Understanding this can change how we interact on platforms like LinkedIn. For instance, being prompt and thoughtful in your responses can signal reliability and attentiveness. On the other hand, irregular posting or generic responses might suggest disinterest or a lack of authenticity.

In a space where everyone's vying for attention, paying attention to the subtleties of digital body language can set you apart. It’s about being mindful of how your online actions are perceived. And in doing so, you not only communicate more effectively but also foster deeper connections.

Remember, every like, comment, and share tells a story. Make sure yours is conveying the message you intend.

Creator's Spotlight

One my favorite things about LinkedIn is exploring the amazing content. Here are three creators that I've been enjoying...and I think you might, too!

Nick Guillory: Nick Guillory has interesting and engaging posts. Plus, he often makes me laugh (a great bonus point!). Make sure to check out his content.

Mary Henderson: Mary Henderson is a personal branding and online business specialist. She's a LinkedIn Top Voice with a large following, and it's easy to see why. She offers value bombs in every post.

Claudio Meidler: Claudio Meidler is a tech sales coach with a Community Top Voice Badge in Sales coaching. His content is high value as well as insightful.

In Case You Missed It

• I analyzed the top performing content across all of my clients for the first quarter. This post shares the main findings that you can apply to your content.
• Would you like a client attraction assessment of your LinkedIn profile? Head over to my profile in the featured section and sign up for one or just DM me "assessment". I do this all through LinkedIn DM and Loom video...so you can rest easy that you'll only get insights and not a sales pitch.
• Free trial offer: You can get 7 thought leadership content pieces personally written by me. No strings! Just DM "free trial" if you're interested.

That's a Wrap!

Anything you'd like me to cover in the next newsletter? Want to suggest a creator to highlight? Want to express your displeasure that I mentioned Donald Trump (LOL)? Let me know in the comments.