How to create content that sells- with links to all the tools you'll need
Does this sound familiar? You're spending hours creating content—blog posts, emails, social media updates—but instead of generating sales, it feels like you're shouting into the void.
You're not alone. Many business owners and marketers face the same struggle. The good news? It doesn't have to be this way.
With a few shifts in your strategy, you can create content that doesn't just get seen—it builds Trust, delivers value, and turns readers into loyal customers. Let me show you exactly how to do it.
1. Be a Specialist, Not a Generalist
Being a generalist might seem appealing, but audiences trust specialists who truly understand their challenges and needs.
By narrowing your focus, you'll position yourself as an expert who provides real solutions.
Action Step: Identify your area of expertise and tailor your content specifically for that audience.
If you're unsure, tools like AnswerThePublic can help you uncover the questions your audience is asking in your niche.
2. Speak to Your Audience's Needs
Your content isn't about you—it's about your audience. Too often, content creators fall into the trap of writing what they want to say rather than what their audience needs to hear. But you're the guide, not the hero.
How to Apply:
- Use empathy: Instead of saying, "Business is tough," say, "Business is tough, isn't it? I understand how overwhelming it can feel."
- Show that you understand their struggles and can help solve them. Research your audience thoroughly. What problems do they face? What questions are they asking? If you don't know, survey them or engage with them directly.
Helpful Tool:
3. Focus on Transformations, Not Transactions
People don't buy products or services—they buy transformations. Your content should paint a picture of the "after" state: what life or business will look like after they choose you.
Examples:
- A fitness coach isn't selling workouts—they're selling confidence, energy, and health.
- A website designer isn't selling a site—they're selling credibility, Trust, and conversions.
Action Step: Highlight the transformation your audience will experience. Use testimonials, before-and-after stories, or vivid descriptions to make this clear.
Helpful Tool:
4. Consistency Builds Trust
Consistency is non-negotiable. If you show up sporadically, it signals unreliability to your audience. Habitual content creation keeps your brand top of mind and builds trust over time.
Action Step:
- Create a content calendar and stick to it. Tools like Asana or Later can help you plan and schedule posts.
- Repurpose and repost old content. It often takes 7+ touchpoints for someone to remember your brand, so don't worry about repeating yourself.
Helpful Tools:
5. Show Up as a Leader
Your audience wants to feel confident in your ability to help them. Position yourself as a leader by demonstrating authority, showcasing your expertise, and aligning your brand with an aspirational transformation.
The Jungian Archetypes: Consider adopting a brand persona that aligns with your audience's aspirations (e.g., the Sage, the Caregiver, or the Hero). This can add depth and clarity to your content strategy.
Helpful Tools:
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Content Strategy That Sells
Step 1: Address Every Stage of the Customer Journey
Your audience isn't homogenous. Some are discovering you for the first time, while others are ready to buy. Your content should cater to:
- Cold Leads: Introduce your brand and capture interest.
- Warm Leads: Provide value and entertainment to build Trust.
- Hot Leads: Invite them to take action and transform with your help.
Example Framework:
- Cold leads: "3 Surprising Benefits of Coaching You Didn't Know About"
- Warm leads: "Here's How Coaching Helped My Client Overcome Imposter Syndrome"
- Hot leads: "Ready to Take the Leap? Book Your First Session Today!"
Helpful Tools:
Step 2: Brainstorm Content Ideas That Resonate
If you struggle to generate content ideas, you may not know your audience well enough. Aim to list 30 problems or questions your ideal client has. Then, create content around those topics.
Tips for Better Ideas:
- Use social listening tools to find common questions in your niche.
- Ask your existing clients what content they'd like to see.
- Look at your competitors' most engaging posts for inspiration.
Helpful Tools:
Step 3: Flaunt Your Unique Selling Points
People buy from you because of you. Don't shy away from showcasing your personality, values, and quirks. This is what sets you apart and attracts your ideal clients.
Action Step: Share parts of your life that are relevant to your business. For instance, if you're a freelance writer who balances work and parenting, share how that perspective shapes your writing.
Helpful Tools:
Final Thoughts on Creating Content That Sells
1. Be Patient: Building trust and seeing results takes time. Don't give up after a few months of effort.
2. Be Curious: Stay open to learning about your audience and evolving your strategies.
3. Love What You Sell: If you're passionate about your product or service, it will shine through in your content.
4. Don't Apologise: Speak proudly about what you do and the value you provide.
Here's the truth: it's not always easy. Some days, the words won't flow, or your posts won't get the engagement you hoped for. But don't let that stop you. The more you lean into your audience's needs and speak from a place of authenticity and passion, the more your content will resonate.
I've been there, staring at a blank screen, wondering if my ideas were good enough. But I've also seen what happens when you push through those doubts, show up, and focus on creating value—it works.
And it's the most rewarding feeling when someone tells you, "Your content changed the way I think," or, "This was exactly what I needed today."
So, take a deep breath, pick one strategy or tool from this post, and start creating.
Remember: your voice matters, and there's someone out there who needs to hear what only you can say. Let's make it happen.
What's one small step you'll take today to start creating content that sells?
SEO-focused Digital Marketer | Building Digital Marketing Bridges for Aspiring Marketers | Adschoolmaster Founder
4 个月All the points matter, but point #1 is the game-changer. Becoming a specialist is what truly accelerates your journey. It builds trust faster- an invaluable asset in a low-trust world. Specialization not only establishes credibility but also ensures you don’t come across as just another hustler.