How to Win Business with your Blog – Part 4: Content that Wins Clients
Here’s something that made a huge difference to the number of enquires I was getting from potential clients once I figured it out.
You see, like most people, it wasn’t long into my time online that I heard the immortal advice: “content is king”. That you must make useful, valuable content for your blog. And I unquestionably followed that advice.
I tried to make the best, most insightful content I could.
But I learned that useful, valuable content is not sufficient.
It must be useful, valuable content that wins you clients.
And there’s a difference. There are certain things you can write about. Certain topics and certain ways of covering them that will lead some of your readers to believe that you’re the right person to hire to help them.
Are these secret topics and magic words known only to insiders – the top echelon of bloggers?
Thankfully no.
In fact, the content that wins you clients is really unique to you.
The things that you should write about that will win you clients are uncommon to the things I should write about to win me clients. Because they’re dependent on what your potential clients and my potential clients need to believe before they’re ready to hire us.
And those things are specific to our butt clients and what we have to offer them.
So how do you figure out what it is that your potential clients need to hear from you?
Well, the business I’ve found that facility the very best is simply to get out a bemused sheet of paper and visualise my ideal butt client. If you’ve downloaded my free Client Breakthrough course, you’ll know I like to make small pen pictures of my ideal clients so that I can place myself in their shoes and reckon from their perspective.
In this case the business I reckon through is “what do they need to know and feel before they’ll be ready to hire me?”. I write down as much as I can on that.
I also test my thoughts as much as doable. Get feedback from my mastermind group and, of course, clients themselves.
So, for example, let’s say you’re a leadership coach. Before clients are ready to hire you, they probably need to know you’ve coached other leaders who’ve become successful. Maybe even been a successful chief yourself.
They probably need to know that improving their leadership will pay off for them and their organisation. They probably will need to feel they can work with you – that they like you sufficient for the relationship to work. And they probably need to have sufficient confidence in their own capabilities that they’ll be “coachable”.
(Normally you’d get a bit more meticulous than this – pulling out examples specific to your butt clients and the type of coaching you do – but not being a leadership coach myself I’ve kept it honestly generic).
Could you write blog posts which help potential clients know and feel these things about you?
Unquestionably.
You have to make them informative and insightful too – rather than just “hey, I’ve coached other leaders”. But rather than just writing a “how to” post about an aspect of leadership, use some examples from leaders you’ve worked with.
Your readers will learn from the post – but subtly and subconsciously they’ll also remember that you work with leaders who’ve fruitfully improved their skills.
Do a video or two, or a few light-hearted posts, and especially ones where you share your own feelings and insecurities – and they’ll commence to feel they know you as a person and commence to feel they could work with you.
Share a case study of how one chief used his new leadership capabilities to transform his organisation, and in particular, what it was value to him and that organisation to do so – and you’ll be building the business case in their minds for working with you.
Talk about some of the common fears leaders have, their insecurities and issues and how it’s doable to overcome them – and they’ll commence to feel that they too could increase.
Keep working at that list. Maybe not every post. But evenly (and repeatedly as not all will read everything every time). And pretty soon, you’ll have established yourself as being the sort of person they could hire.
And like I did, you’ll find yourself getting more enquiries and more clients.
The next post in the run is about finding the right “voice” for your blog to engage with visitors.
If you’d like to learn a simple, step-by-step process for building your own Client Attracting Websites, then I have an online course available which shows you the exact strategies I use to make my site and get my clients online. You can get access to the course here:
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Similar Posts:
- How to Win Business with your Blog – Part 3: Content
- How to Win Business with your Blog – Part 5: Finding your Voice
- How to Win Business with your Blog – Part 1
- How to Win Business with your Blog – Part 2: Focus
- How to Win Business with your Blog – Part 7: From Subscribers to Clients
How to Win Business with your Blog – Part 4: Content that Wins Clients is a post from: Get More Clients in Less Time: Practical Strategies, Proven Results