Entrepreneurs: Here's why your content isn't working for you.

So many of my entrepreneur clients come to me frustrated because when it comes to writing content, because they just throw stuff out there to see what sticks.

If this sounds like you, there's usually one main reason why the content for your branding materials, website, social media, etc. isn't getting you any type of results.

The number one reason why your content sucks is because you haven't taken the time to clarify your niche.

I get it. No one wants to niche down, right? People like to say "Oh, I work with everybody!", or "I serve everyone!"...but that's not true. We all have a niche.

Are you crystal clear on who your ideal client is?

Do you know exactly what their challenges are and how you can help them?

When you know who you serve, you then have information to help tailor your message to your audience.

If you needed someone to work on your classic car, where do you go? Do you take it to general mechanic? While a general mechanic might know all about cars, you want someone who really knows YOUR car - so you look for a specialist mechanic (and we all know that specialists typicall charge more, right??).

Until you're explicitly clear on who you serve - beyond age and income - your content's going to suck.

"But Dionne, HOW do I niche down?"

You have to answer some key questions to begin drilling down and clarify your niche.

1. Tap into your ideal client's psyche. What do they do? What problems do they have? Why do you want to help them? Where do they hang out online and in person? Until you're uber clear on who you're targeting and their pain points, you can't write content that connects with them, let along convert them. It's okay to become a stalker of your ideal customer.
2. Build a demographic profile. NOW you can go into age, location, occupation, likes, dislikes, hopes, dreams, etc. You have to do your legwork FIRST before you just start writing. So if your wondering why there's a disconnect, it's likely because you have no idea how to strike a cord, or pull at the heart strings of your reader.
3. Identify the areas of opportunity. Why is this important? Those areas of opportunity is where the meat of your content comes from. This is where you make a list of their top 5-10 struggles. Build your content around that! These struggles will inform not only what you market to prospects, but how you market to them through your messaging.

Once you've done these 3 steps, you can begin building a product, service, and messaging around that information.

But here's a bonus tip: DO NOT try to solve all their problems in one fell swoop.

The fact is people are likely to buy a product or service from you that solves one problem fairly quickly or easily...sounds crazy right? (I know, I know...no one wants to focus on one thing at a time, but you have to be very strategic and intentional in your content.)

The basic formula is one problem + one product/service + one solution = repeat business.

So if you solve one problem, solve it well!

You'll find you'll have a repeat customer because you solve that one problem really well.

Once you make that core connection with your ideal client, prospect, tribe, your audience...whatever you call "your people", it becomes easier to write content that resonates and ultimately sell your products and services.

I'm speaking from experience...it wasn't until I niched down in my business that I saw real results: more engagement, more interaction, and more sales.

Try it out for yourself!

The Aligned Life?is a bi-weekly newsletter, published by Dionne Watts-Williams. Dionne is a brand messaging consultant and personal branding coach, who helps brilliant Black women CEOs & corporate climbers hone in on their brand, find their voice, and communicate with prospects in the marketplace so they can finally earn what they're worth, and live the extraordinary life that God's destined for them. Learn more about Dionne at?www.workwithdionne.com.