"I don't want to disturb people." Can you relate? Conversations I've been having with clients have been along this line.
One of the concepts I cover is the four types of content to win the hearts and minds of your clients. It's important to have the right mix of Share, Show, Teach and Offer content.
Share content
Share content gives people an insight into you as a person, the real you. It might be your personal story, a glimpse behind the scenes, or your philosophy, beliefs or values. It is designed to build a strong personal connection with you. Most business owners neglect this type of content because "who wants to know about me?" But the reality is clients buy from people they like and whose values are aligned to theirs.
Show content
Show content demonstrates that you can actually deliver results. You could show case studies, testimonials, awards, accolades, press or praise. It proves you can walk the talk. Many business owners who err on the humble side neglect to showcase their own accomplishments or their clients' wins. However, the reality is clients will only engage you if they believe you'll achieve results.
Teach content
Teach content adds genuine value and demonstrates your expertise. This usually takes the form of helpful tips, essays, insights, lessons, and tutorials. You'd typically teach the why, the what and some of the how. The majority of business owners are most comfortable with this type of content. However, if you overdo it, and neglect the other types, you run the risk of being just another knowledgeable person, without any real point of difference.
Offer content
Offer content is about inviting people to take action and take the next step. It can be an invite to join a workshop or download some flagship content, or an offer to book a conversation or make a purchase. Many business owners become timid here because they fear it is salesy, but the reality is you need to make offers to help your clients. I like to frame it as inviting people, as opposed to asking or selling.
Get the mix right across all four, and your content will win both the hearts and the minds of your ideal clients.
