Is your content creating buyers? (Part 3 of 3)

I can’t wait to dive in with you today.

I’m in San Diego with my mastermind group, and I finally had a chance to sleep in this morning! It’s been an incredible few days and I can’t wait to share some of the things I took away, but first let’s wrap up part 3.

We’ve talked about how “how to” content kills engagement and doesn’t move people to buy

…and how more engagement in a free Facebook group doesn’t equal more buyers.

So what creates ravings fans in your group and more buyers?

That’s what we’re going to talk about.

The journey.

In my Leading a Kick Ass Facebook group, we go into depth on this with my 7 Step Yes Ladder Framework.

But I want to help you right here and right now with creating a content strategy that actually leads people to buy.

People struggle with content creation because:

  1. You don’t know what to say. You think that everything has already been said and what else is there left to talk about? You catch yourself staring at a blanking curser hoping for inspiration.
  2. Nobody is paying attention. It feels like you’re spending so much time creating content and yet there is nobody watching you or paying attention to your message, which puts a damper on your ability to make a difference and have an impact. Your people are too distracted watching other experts or too busy to take notice.
  3. It’s not creating buyers so your interest dwindles. This is when it feels like you are doing all the right things, but people still aren’t buying. You feel frustrated because it’s not working and start to get resentful for wasting your time creating content.

So what exactly does it mean to create valuable content that moves people to buy?

I don’t have to tell you it’s NOT the “how to” content that moves people to buy. There is a time and a place for that, but “how to” content can be very overwhelming for your audience.

If it’s just a pile of disjointed action steps and solutions, it will leave your audience even more confused then ever and left wondering, “What do I do next?” Being overwhelmed with too many things to do and zero clarity on what actually needs to be done leads people nowhere.

And if they don’t take action on everything you give them, it will lead them to feel frustrated and less than because they didn’t get it done and their pile of to do’s just keeps getting bigger.

That pretty much kills any opportunity to create demand for your offer, but it also limits your impact to create change.

I know if you’re in my audience then you have a desire to make a difference and change people’s lives.

Let’s talk about how your content can do that.

Think about content creation as a journey. A map where you are bringing people from point A (having a problem) to point B (being ready to invest to get the help they need).

You probably noticed I didn’t say point B was the end result or the transformation you offer. Nope, first you’ve got to create demand for your offer.

How do you do that?

You can instill the belief that it is possible for them. Without that, they will never have a transformation. They will never follow through. They will just continue to look for a solution but will never experience being on the other side of solving their problem.

You can provide clarity and focus. Your audience is likely confused, and a confused mind never buys. Giving them a clear roadmap of the journey will give them peace of mind on their next steps.

You can shift the way they think. As Wayne Dyer said, “When you change the way you look at things, the things you look at change.” Just think about an ah ha moment you’ve had. How valuable was that? By getting a new perspective, a new opportunity opens up. Just like when uncovering a hidden obstacle or mistake that you didn’t even know you were making, a simple tweak can make a world of difference.

Back to our original question, how does your content create buyers?

Your content creates buyers when you create the demand for your offer.

And you create demand for your offer when your content eliminates your potential clients objections or shifts their beliefs around buying.

If you can imagine your idea client saying, “Yes, I want your solution, but….”

What would they say?

Yes, I want your solution but I don’t have enough time.

Yes, I want your solution but it was easy for you. I’m not sure it’s possible for me.

Yes, I want your solution but ….you fill in the blank

When your content instills the belief that it is possible for them, it gives them clarity and focus on what to do next and shifts the way they think to a way that supports their transformation. Then you’ll naturally stir up conversation, engagement and create demand for your offer.

PS: Want a swipe file of content designed to boost engagement while creating demand for your offer? Pick it up here.

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