This one tiny change can make sure your content works

Do you ever wonder if all the content you’re creating is…well, working? Whether the blogs and emails and FB posts that you spend hours planning, writing and sharing are helping you sell more stuff?

Because that’s the point, after all.  

It’s tempting to put ALL our focus on our audience: choosing topics that help them or inspire them, in the hope that we’ll stand out against other online noise. 

That’s how your content works for them. By providing value or motivation and giving them the momentum to progress. 

And when you have a service-based business, it’s easy to fall into the trap of thinking that’s our purpose.  

But remember that ultimately, your content also has to work for you.

And while helping and serving our audience is very 2020, if you’re creating business content, the purpose of every post, blog and email is to grow your business. To sell more. 

Of course, you won’t be selling all the time. At least half of your content can be building your brand, engaging your audience, creating a community.

But the intent needs to be there. In your mind. 

So whether you’re writing a Facebook post or a free e-book, before you plan or publish any content, be clear on one thing:

What are you trying to sell your reader? Eventually?

Every piece of content should lead to that ONE THING, either directly or more subtly. 

And if you offer multiple services, let’s say you’re a coach and you offer 121 coaching and online group sessions, each piece of content should lead to one or the other. That way it’s easy for people to visualise the end result, even if they’re not ready to buy yet.  

Make sure the hours of effort you put into your content are moving you in the right direction.

If you have any more questions, please get in touch, or come and connect on LinkedIn for lots more copywriting tips.