Create content that sells

One of the challenges many of my clients face is creating content consistently that sells. You see, this is something that is not taught in school and when most people start a business, they focus on building a pretty website, have a splashy call card and then maybe creating a flier that they hope will lure people to their business. And when it does not quite work out that way, they come to me and ask WHY? My question to most entrepreneurs is – what content are you sharing with your audience?

Content alone won’t make the sales. You also have to consider where you are sharing it, who you are sharing with and when you are sharing but you have to have a clear idea of what you are sharing with your audience. Is it something they need to hear, read or experience. Are you sharing the content in the best way for them to understand how you can actually help them solve a challenge they are facing? Content creation is one of those must do activities for any business whether now starting or in business 10 years.

Some of the top brands share content consistently and that is how they are able to close their sales. Content does not mean advertising…so let’s squash that misconception right now. Content is about educating your audience and sharing value. It is the information your provide to your ideal client to help them solve their challenge. Content can be shared in a number of different ways including

  1. Video
  2. Posts
  3. Audio
  4. Speech at a speaking or networking engagement

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Content is shared in different places such as your:

  1. Blog
  2. Podcast
  3. Social Media Platforms
  4. As a speaker at an event
  5. Through a Mic Man
  6. Newsletter
  7. Email

And because the places are varied and they way it is shared is plentiful, many entrepreneurs immediately go into panic mode. But the solution is right in front of you everyday.

Here are 5 easy ways, I have been able to create content consistently for my audience and close the sale daily

  1. Ask them exactly what they want to learn from you. I know this sounds obvious but you would be surprised how many entrepreneurs are afraid to simply ask this question. Give them exactly what they want and then some more
  2. Create a poll in your group or your page or send out a survey with a list of questions that you want to get answered
  3. Think back to all the clients you have had over the last 3 to 6 weeks and make note of all the questions they have asked you via phone or email. Each question is a piece of content that you can share and teach your clients
  4. Look at what your competitors are posting/sharing and look at the response they are getting from their audience. Those responses are pieces of content for you to grab up
  5. Keep reading about new trends in your industry and give your opinion

This list is not exhaustive obviously but it is a great starting point for you to begin creating content that sells to your audience. The key is to take this information that you would have gathered and turn it into pieces of information which you share with your audience so they get to know, like and trust you even more.

If you have read this and still feel you need help in creating content that sells then let’s connect and discuss how we can get you over this hurdle called content creation!

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Who is your ideal client?

Many times when a person decides to start a business, they never think about their ideal clients. I mean really think about them and write out the characteristics of them. You tend to focus on starting a facebook page, having a pretty logo and starting to sell. And when you have done all of this and then get no sales, there is a huge uproar. One of the reasons, (and by no means is this the only reason) you are getting no sales is because you are trying to sell to EVERYBODY even though everybody does not need or want what you are selling. You have this false belief that your product/service is so great that everybody will rush to purchase. This is so false and actually many business close after 1 year in business not because their product/service was horrible but simply because they did not take the time to fine tune who they wanted to serve.

What is an ideal client?

An ideal client is that person who needs what you have. They do not question your price and they are seeking out a solution for a problem and they know you can solve their problem. Your ideal client is a sweetheart and sometimes called a soul mate client because they understand and appreciate your product or service. They also recommend you to others and give you glowing testimonials all the time. Sometimes they do not even realise they need you until they have used your product/service but once they do there is no turning back. An ideal client buys from you over and over and over again! Sounds perfect right?

But why is it important to find them?

Once you know who your ideal client is, it is sooo much easier to share value and sell everyday. They want to soak up the information that you are sharing. Knowing your ideal client means you speak directly to a person who wants to buy from you. They know, like and trust you and they become your brand ambassadors. Knowing them also means that you save time, money and resources. It also means that your marketing and sales efforts are more focused and fine tuned so you can sell more and work less (almost ideal!)

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But where do I find them?

This is the part where the ball drops. You have to go looking for them. You have to ask around. You have to look at the people who have bought from you before or who are buying similar products and services to yours. You have to pay close attention to what people are saying and consuming in the industry. Most coaches and marketing gurus will give you a simple exercise to complete which speaks specifically to the demographic of your ideal client. For example,

  1. Are they married, single, divorced or widowed?
  2. Are they male or female?
  3. Do they have children and how many?
  4. What is their household income?
  5. What is their disposable income?

These questions really tackle the basic information about your client. And they are important because a single woman spends money differently and her priorities are different to a married woman with 3 children. You have to identify these basic qualities so you can understand what is important to them and why they buy.

In addition, you look at where they live, where they spend their time both online and offline, the brands they follow and the people who they consider influencers. Why? Because you need to be wherever they are everyday!

But a great sales person needs to know about the emotional parts of their clients. What makes them tick? What keeps them up at night? What can’t they live without? How do you find these answers? You simply ask people who have bought from you; who have expressed interest in your product or service or who you know need what you have to offer!

What do I do when I find them?

When you have narrowed down exactly who needs you and how they need you then you start to share value. You pay close attention to the language they use when they are speaking about the problem they are experiencing. You talk directly to them about their problems using the exact words they use (psychology of selling!) and share how you can help them sleep better at night. Give value everyday and ask for the sale.

Where do I start?

Start by writing it out. Get it out of your head and write out the exact features of your ideal clients until you have created a persona that you can actually visualize. It helps to also give your ideal client avatar a name. But remember, you can also have more than 1 ideal client based on where they are in your buyers journey. So keep plotting away until you narrow down exactly who they are and how you are helping them. In a previous post- Stop Living in a Ghost Town I shared some useful tips about how to engage your ideal clients consistently.

And if you still need help, then contact me for a FREE 30 minute consultation and let’s get to work identifying your ideal client.

 

 

 

 

Stay connected to get more sales

I know the one thing most entrepreneurs have in common is the need to increase sales. That is the number 1 request I get when I start to work with a new client. And many of them expect me to advise them to do a big sale, create a flier and post it all over the place and then they are very disappointed when I give them my simple answer. To get more sales you need to stay connected. Simply put, it means that you have to be at the heart beat of the action and become part of the conversation. Here are some simple ways to stay connected to get more sales:

1. Respond to others.

Spend at least 45 minutes every morning and evening responding to other people’s questions. I know this may be challenging so some but it is very effective to get eyes on your profile. You see every time, you comment or add your opinion to some one else’s post, if they don’t know you they will check your profile. Others will start to respond under your respond and more than likely also check your profile.

 

2. Ask relevant questions.

This forms part of your market research (something we spoke about in an earlier post- Are you doing your research). Asking questions will help you get a better understanding of your audience and allow you to interact with them even more. Make sure that you also respond to their responses so the conversation continues to flow and you build rapport. Research is a key component of building your business as I discussed here in my video- Why market research is so important  

 

3. Share valuable information on your social media platforms

that you know your ideal clients want. It may be an article, a video or some training. But you are not just dropping a link and running…oh no…you are sharing and telling them why you are sharing it and asking for their opinion about what you are sharing.

 

4. Give them a reason to connect.

This is where a great opt-in comes into play. An ebook, training programme, swipe file or cheat sheet etc are some great ways to connect and get more sales. By giving them what they want through an opt-in you add them to your email list and then you can continue the conversation after they have received it. Just make sure what you are sharing is what they really want and continue sharing more after they have opt-in. I am ready to Crush my Email

 

5. Speak at events or host an event.

This is the tried and true way to stay connected. Speaking to an audience is going back to basics before we had the internet and it is still one of the best ways to stay connected. People remember what you say and the feeling they had when they hear you share your story. Connecting with clients on this level is a great way to get more sales because it increases your level of authenticity. group photo

 

6. Reach out to clients

New and old. Make it a habit to stay connected to clients even after they have bought from you because there is a higher chance that once they were satisfied they would buy from you again. Whether by phone, email, text etc, staying connected with people who have already done business with you always leads to sales, referrals and more

 

Connecting should be a way of life for any entrepreneur because it is part of the life blood of your business. It is tied to your visibility and your sales. It is tied to your marketing and promotions. As an entrepreneur you have to stay connected, continue to build more connections and stay relevant to your audience as you continue to grow your business. Connecting is the long game to your own success.

 

Still looking for a great way to connect? We are waiting for you in here.

private fb group- DBS

 

5 things

5 things your clients are saying about you

You know how no matter how we try we are always concerned about what ‘people’ think about us? Well the only person who should be focused on is what your client thinks about you and what they are saying. As entrepreneurs it is very easy to just focus on ourselves and whine and complain about why people are not buying from us, but let me share with you 5 things your clients (potential clients) are saying about you. Hopefully this will help you get clearer about what you should be doing in business

  1. I am not sure of exactly how you can help me. Why? Because your message is not clear and how you can help is not clear. Your ads or posts are vague and leaves clients more confused than when they first encountered you
  2. I do not know anyone who has ever tried your services or products. Why? Because you have not asked for reviews or testimonials so that your ideal clients have proof from other people that you do what you say you do. Yes the opinions of others is super important to them.
  3. I do not know who that is. Why? Because you hide behind a logo or some meme and people do not trust who they do not know. As a new entrepreneur you should let people, know, like and trust you and that means putting your face out there sometimes. Being visible and sharing valuable information consistently.
  4. They never respond to messages or questions. Why? Because for some reason you think every question they ask is annoying and instead of being patient and responding to them and giving excellent customer service you ignore them and thus they ignore you can buy from the person who answers them in a timely manner.
  5. I already know someone who sells that. Why? Because we all know someone who sells something but you need to let them see and understand the value that you bring to them when they buy from you. You need to let them know what makes you UNIQUE. Do not assume they know and do not assume it is the price.

 

So I chose to only list 5 but there are quite a few other things your clients are saying about you which you should be aware of. These are things that you can easily adjust in your messaging and your strategy so that you do no lose sales or even lose clients unnecessarily. Do you think any of your clients say these things about you and how can you fix it today so that the conversation about your business changes?

If you are still not sure how, then book a FREE 30 minute discovery call with me today and let’s keep the conversation going.

Are you doing your research?

How important is research? Is it really necessary? Or can you just go with your gut instinct? If you are really serious about building a successful business, I urge you not to by pass this step. In fact, this crucial step in starting and growing your business can make or break you in the blink of an eye.

Let me break it down. You have this super awesome idea for a business or for an extension of your business. You happen to see something like it so you think it must work if that other thing is working. Or 1 person asked you to do this little extra thing and you think- wow, I can add this new service- based on 1 person asking you. So you invest time, money and resources and then you hear crickets!!!!!!

Why? Why? Why? Because you did not do the research.

You do not have a real sense of who will buy, how much they will pay, how often they will buy, how they want it delivered, nothing, nada. You went straight into launch mode because of a gut feeling! Doing research is paramount to your success. I cannot repeat it enough.

And before you get all winey and complainey, let me just say that doing the research for your business can actually be one of the most enjoyable parts of starting and growing your business. Research can happen in a number of ways:

  1. Conduct a survey using a free tool like Survey Monkey. Get real feedback from people about what they want and need
  2. Do a short poll in your group or page
  3. Come out and ask everybody who you are currently serving. Every time they make a purchase, ask them a question
  4. Through your email list, just ask 1 pertinent question and ask them to respond to the email
  5. Sampling if you have a product to gather if it is something people would eat or drink
  6. Host a small gathering of friends/family and ask them 10 questions each

 

Do this right and the information you gather will be gold. In fact do not rely on just one method. Combine some of the methods above so you get a variety of answers for comparison. If you already know your target audience, you can get very specific but if you are not sure about who will need your solution, then spread your net as wide as possible and gather intel. After the first batch of research and you have narrowed down your audience, do some more research so you can start to get some more specific answers.

Research is not something that is conducted only when you start business though. It should be conducted every year in your business to ensure that you are meeting the needs of your ideal clients; to garner what needs to be improved or changed and to give you a sense of the way forward for your brand.

Research, research, research….you just cannot skip this out of your business strategy. Not sure what to ask, how to ask or where to ask, then let’s get on a FREE 30 minute discovery call and chart a way forward

Stop living in a ghost town

You know that scenario you play over and over in your head where noone is buying from you even though you are posting a new flier every single week advertising your oh so awesome promotion? Well believe it is not that is very true for many entrepreneurs. I call it living in a ghost town. Where tumble weeds blow through the streets, there is no sign of life and it has been uninhabited for a number of years, week or days.

It is scary but there is a way to invite people to your town so they can also know how fabulous you are and start to buy from you.

Your ideal clients will only buy from you if they know you exist. Which means you have to show up and let them know who you are and how you can solve their problems. Gone are the days where the one with the biggest mouth or the largest budget gets all the clients.

You need to develop a strategic plan to show up, be visible, attract the right clients and get them to buy from you over and over and over again.

How? By Showing up! 

What does this mean? Well if you know who your ideal clients are and where they are, then half your work is done. You need to show up where they are with the solution to their problems. Whether online or offline.

  1. Do not depend on social media alone. Yes it is a powerful means to attract your ideal clients and get continuous sales, but it is not the only way. Get away from your laptop and network with your ideal clients where they are. Speak directly to them so they can put a name and face to your product or service. (visit other towns and let them know how fabulous your town is…lol)
  2. Besides your business page and website, reach out to people via email. To grow your business you need to grow your email list. It takes work and patience but it is something you should not overlook. Go through the persons you connect with via email and ensure (once they are your ideal client) that they know how you can help them.
  3. Be consistent! Easier said than done right. But in order for people to know that you can solve their problem, they need to interact with you a few times. They need to see and feel that you can solve their problem. Which means you cannot post once a week. Or you cannot go to one event. Or you cannot blog once a month. Or you cannot do one video a month.
  4. Engage, engage, engage. It is not just about you spewing a set of information to your ideal client. You have to engage with them both online and offline. Ask questions, conduct surveys, give them valuable information, get their feedback on a new product or service, ask them what they want from you and how they want it, praise them when you see they have accomplished something that they have shared. Engage with them and build know, like and trust by building relationships so they will buy from you. I spoke about how to engage in an earlier post called- The importance of engagement to grow your business
  5. Utilize social media wisely. Meaning, use your analytics to determine what time your ideal clients are online so that you show up when they are. So that what you post and share appears on their time lines while they are scrolling through their feeds. This is critical to ensure you get seen at the right time and on the right days.
busy-town
Photo courtesy Unsplash- Mauro Mora

Inviting your ideal clients to your ghost town will create a thriving rocking town of clients who want to buy from you over and over and over again.

And if you are still unsure, then let’s discuss how we can work together to get your ghost town inhabited by the very best clients. Book a discovery call with me today!

 

 

Why Journalling has saved my business

I have always been an avid writer. It is very carthatic for me. But when I took on the challenge of journalling every day for my business it revealed some inner truths about my beliefs that I did not want to confront. It made me question where I was and where I wanted to be and how I was going to get there. My journal is not full of nice flowery language. What I write to myself is more than a pep talk. It is my commitment to myself to stop playing small and get things done in my life and in my business.

JOURNALLING HAS SAVED MY BUSINESS

When I tell my clients that they need to journal, many of them feel that they just need to write down a to do list. But the truth is, it is a great way to flush your brain of the crap that we tend to fill it with. It is a great way to cleanse yourself and visualize what you want your life and business to be. On the days that I do feel stuck, I journal. When I feel lost and depressed, I journal. When I am not 100% sure of where to turn, I journal. And while I do not get to do it every single day because discipline is a HUGE issue, I do get to it at least 3 times a week and after every session, something miraculous always happens. Why? Because I have cleared space for it to happen. That is the power of journalling everyday. Imagine if I had more discipline…lol

Today, one of the coaches I follow @CassieHoward declared today journalling day. I had no intention of journalling today. My plan was to dive head first into my work because the last 3 days have been a blur of emotions. I had no intentions of digging deep into my emotions and questioning what I was doing. I had no intentions of sharing my deepest darkest desires on paper or spending a whole hour and a half just writing. That was not on my to do list today. But when I saw the call from Cassie to spend the day journalling, my heart and my soul leapt because I needed it.

I had my cup of tea and I started. And after 7 pages of non stop writing, I felt lighter already. My desires were on paper in black and white. I was even clearer about my purpose in life and what I desire in my business and I was energised to move forward and change the world. THAT IS THE POWER OF JOURNALLING!

If you have never tried it before, I encourage to take this leap. It will change your life and your business. Things will start to shift and fall into place. Your life will be transformed and you will thank me for it after….lol

And I am not done. As soon as I finish my dinner, I am going back to journal some more because I am overflowing with thoughts and emotions and I know at the end of the night even more fabulous things are going to be revealed.

Let’s start journalling today!