I talk about the concept of soulful selling a lot, but I haven’t actually explained the term. This week I’m diving into the concept of soulful selling, and how you can use Soulful Selling to create a fabulous business that has your passion at its heart. This is the key to finally figuring out how to make your passion your paycheck, and you will be amazed by the transformative power soulful selling can have in your business.
The Hard Sell…
We’ve all been the victims or the hard sell at some point in our lives. You walk into a shop, quite content to browse a few things that you’re interested in, and you’re immediately accosted by a random stranger, who’s decided that you’re going to buy a specific product they are trying to sell. They proceed to shove that product down your throat. You likely have no interest in this item and, even if you did have an interest when you walked in the shop, you suddenly lose interest the second the sales rep start talking.
How about the cold calls that we all get? Out of the blue, on our personal mobiles, at peculiar times, from people expecting us to just hand over our money to a company we’ve never heard of before, and for a product or service, we know nothing about.
Even in the world of online marketing, we still get the hard sell. Random advertisements pop up for products that you’ve never expressed an interest in. You get emails from people you’ve never heard of before, never interacted with, and never seen. People who have scraped your email address off your website and randomly sent you a sales pitch. All of this is hard selling.
Yes, we’re talking about the age-old concept of courtship.
Courtship really is the heart and soul of marketing. If you want people to buy from you, to hand over their hard-earned cash, you need to have a relationship with them first. It’s very rare for people to buy things from a person or company they don’t know, or to purchase a product or service they have literally only just heard about at the point of purchase.
Your customers need to get to know, like and trust you before they will willingly part with their money and buy from you. That applies to products, services, low-cost items, high-cost items – it applies to everything. In the world of online marketing, it’s really easy to get caught in the trap of thinking that all you need to do is build a website, set up an advert to drive people to your landing page, and the sales will come rolling in.
It’s not that simple.
The problem with that method is that it is a hard sell. Unless you are only targeting an audience that already knows you with your adverts, the people looking at your adverts, clicking through and seeing your landing page, are doing so without ever having experienced you and what you can do before.
They don’t know you.
They might like your advert, but they don’t know you well enough to like you (or your company/product/service) yet. They certainly won’t trust you. Their entire opinion of you is based on one advert and one landing page. Even if you have the best landing page in the world, if you haven’t taken the time to build a relationship with the people you’re trying to sell to, you’re not going to get very far.
If you haven’t taken the time to introduce yourself and your business to your audience, and explain to them the value of what you’re asking them to pay for, you’re going to find it very, very difficult to sell to them. Soulful selling is the opposite of the hard sell. It doesn’t rely on you drawing in random people, who have never heard of you before and pitching a product or service to them. Instead, you take the time to create a place that your ideal clients are naturally drawn to.
You produce high quality, valuable content, completely free, targeted at a very specific audience – the people who you most want to work with. You grow an audience made up entirely of your ideal clients. Over time they get to know, like and trust you, through reading or watching your content. You have the opportunity to explain to them who you are, what you do, and why your products or services are valuable to them.
They come to understand the value your offerings will bring to their lives.
If you’re selling a particular product, explain to them what this product will do to transform their lives. Paint a vivid picture.If you’re selling them a service, especially a business service, you want to sell them on exactly what your service can do to transform their business, to earn them more money, to make their lives easier. These are all things that you cannot do on a hard sell. Once you get the hang of soulful selling, it actually becomes a very easy process, a very natural process. Your audience grows quite organically. You have to put a lot of effort into it, in the content creation. And in getting your content out there so the people know that it exists.
If you’re selling them a service, especially a business service, show them exactly what your service can do to transform their business, earn them more money, or make their lives easier. These are all things that you cannot do on a hard sell. Once you get the hang of soulful selling, it actually becomes a very easy process, a very natural process. Your audience grows quite organically. You have to put a lot of effort into it, in the content creation. And in getting your content out there so the people know that it exists.
It’s very difficult to create a vibrant, detailed, and believable picture when all you have to work with is a hard sales pitch.
How To Make Soulful Selling The Passionate Heart Of Your Business…
Once you get the hang of soulful selling, it becomes a very easy, very natural process. Your audience grows quite organically. Content creation requires a lot of energy, passion, creativity and time. Soulful selling is by no means the easy route. It’s also not enough to simply create fabulous content. You have to get your content out there, so people know that it exists.
But, once you start that ball rolling, you’ll find it snowballs quite quickly.
Compare the benefits of soulful selling to the spray and pray method of marketing. On the one hand, you have an ever-increasing tribe of ideal clients who know, like, and trust you and understand your value and the benefits of your products and services. They’re happy to hear your sales pitches when you make them, because the rest of the time you give them so much valuable content. On the other hand, your marketing rests on literally blasting out your message to everybody, and hoping that some of the people you reach are going to like you, even though they don’t know you.
By making soulful selling the passionate heart of your marketing, you can change your marketing message.
The hard sell is slightly cringe-worthy. It’s a random advert that might get clicked but is generally ignored, or quickly abandoned, because people don’t know you enough to care, or trust that you can deliver what you’re promising.
Soulful selling allows you to create a message that truly reflects your abilities and the benefits of your products and services. It’s a message your tribe anticipates and eagerly click on to learn more.
Make Your Passion Your Paycheck…
Soulful selling is the perfect way to infuse your marketing efforts with your own passion for your business. Your passion for your niche, for the one thing that you do, that nobody else can do quite like you do it. That, my friend, is what sells.
When people can see how invested you are in a particular subject, a particular area, a particular ‘thing’. Whatever your ‘thing’ is, let people can see how passionate you are about it, how much you love it, the depth of your understanding of it, and how invested you are in ensuring your business, products and services are the best they can possibly be. Let them see how invested you are in making sure that the members of your tribe have better lives as a result of your work.
Nothing compares to content marketing when it comes to achieving this.
Creating free content may at first seem like a bit of an oxymoron. Why would you give away your knowledge and expertise for free? It seems like you’re wasting your time, money, and resources, and spending and an awful lot of energy creating something that’s not really going to achieve anything for you. A lot of people think, “I can just run a Facebook ad. I can just run an email marketing campaign. I can just post some Tweets, and it will have exactly the same effect.”
But there’s a huge difference between creating a place that your ideal clients naturally come to, wanting more from you, and a sales pitch that you blast out and pray someone responds.
Now there’s more to soulful selling than just content marketing. There are concepts that run to the way you run your business, your ethos, your standards, your ways of delivering and ensuring that you’re always putting your customer first. But where marketing is concerned, when it comes to soulful selling, content marketing is the key to ensuring your marketing efforts are thoroughly soulful.
Soulful selling is the way you will propel your business forward and completely transform your marketing from spray and pray, hard sell, to a place that people just love to be, where they can’t get enough of you.
As you’ll probably know by now, I am all about content marketing here at The Write Copy Girl. Whether you are blogging, vlogging, podcasting or doing any other kind of content marketing, the one thing that you will need to do on a regular basis is produce content.
One of the questions I get asked more than anything else is, “Where do you find inspiration for your content?” It’s a really tricky question. How do you stay inspired as a marketer, as a blogger, as a vlogger, as a podcaster? How do you make sure that all your content is fresh, original, and exactly the kind of inspired wonderful content that your ideal clients want to be reading or watching or listening to?
Where Does Inspiration Come From?
Inspiration is a tricky thing to pin down. It’s really one of those things that you can’t clearly define. You know what it is when you see it, but you’re not quite sure what it is until you find it. You may often have found yourself in the position of sitting down and thinking, “Oh. I have to write a blog post for this week,” or, “I need to think of something to blog about for next week’s content.” Now, if you follow my advice, you’ll have a content schedule planned well in advance, but planning a schedule requires quite a bit of inspiration in and of itself, and even once you’ve decided on the topics and titles of every single post that you are going to have in your schedule, when you come to write them or record them, you still need to have that spark of inspiration to actually get it done.
Where exactly are you supposed to find all of that?
Where Do You Find Inspiration For Your Blog?
Like I said, people ask me is where I find my inspiration all the time. I decided that what I was going to write down every way I use to stay inspired for blogging, vlogging and all my content marketing. It turned into a monster post, which would be far too long to put it in a video or blog. Instead, I’ve turned it into a short eBook for you, which you can download here. It’s called The Big Book of Blogging Inspiration, and it contains 63 fabulous ways to stay inspired in your blogging!
If you have any ways of staying inspired that I’ve missed, or if there are any suggestions in the book that you use to stay inspired and keep the creative juices flowing, do please comment below, let me know. Otherwise, I hope it’s a really useful resource for you, and that it will help you stay, creative, inspired, and super productive in all your content marketing efforts!
If you find it helpful, do please give this post a share! I will be back really soon with more epic content. In the meantime…
If you’re using a laptop, place it on a flat surface and it will support itself. If you’re using a phone or tablet, you will need to prop it against something stable. For extra height, place on a stack of books.
Use natural light. Film in front of a bit bright window. Your camera ALWAYS needs to face AWAY from the window (or any light source), you need to face TOWARDS it!
Get outside in the sunshine!
An attractive wall in your house; a big bookcase; your desk/office; outdoors in nature.
THE LIGHT VERSION OF WHAT I USE - IT'S A GREAT VIDEO EDITOR, BUT DOESN'T COVERT, COMPRESS, SPLIT, RECORD YOUR COMPUTER SCREEN, CAPTURE FROM CAMERAS, VHS AND TV AND ALL THE OTHER COOL STUFF YOU GET WITH THE SUITE
For the most part you can use exactly the same setup for live video as static BUT your camera needs to be online! This usually means using Smartphone, tablet, or webcam , although GoPros and high end cameras now come with wifi too! If you're using your webcam, you can totally use your built in webcam, but if you want a really cool pro version, check out...,
...that's number two on the list, right below the Mevo!
Hire a professional videographer. You can do this in your home set up, or hire a professional studio to work in, which will have professional lighting, sound, and the ability to create any environment you like - you can even hire a set dresser and/or branding expert. If you're doing this, take full advantage - batch as much content as possible, and get plenty of extra footage of you doing your thing to use for intros etc. Also, you're in a professional studio - get some brand photos taken while you're there!
I dream of recording like this, after the manner of Marie Forleo and more recently Denise Duffield Thomas (yes, I know, I cite them a lot, I may be slightly obsessed!).
Video marketing has been on the rise for several years now, but 2016 really saw it take off. Several of the big giants, like Twitter and Facebook, invested heavily in developing their own video platforms. They’ve integrated video into social media. As a result, video has become the solid core of all good content marketing plans.
That doesn’t mean blogging is obsolete in the slightest, not even slightly.
It does mean is that you will get a lot more mileage out of your content if you record it in video format, and present it in written blog format at the same time.
This isn’t an either/or thing, okay? It’snot, ‘You should do video instead of blogging.’ It’ is, ‘You should do vlogging as well as blogging.’
Don’t worry, that’s not going to take you twice as much time. Once you have your content in video format, you can get it transcribed and put into written format. Or alternatively, you can write your content like you normally would for your blog, put it on an autocue, and record it by reading it straight from that.
So it doesn’t have to double your workload. It will take you a bit more time overall, but it is so worth it. Here’s why…
Why Video Is The Perfect Medium For Marketing…
Simply put, video is the perfect medium to use when connecting with potential customers. Video marketing is the best and fastest way to build the Know, Like, and Trust factor. It’s excellent at forming really strong, lasting relationships with potential clients. It’s the best way to convert those potential clients into paying clients. It’s also the best way to establish yourself as an expert in your niche. Videos are also a great way to educate people on the importance and value of your products and services. It’s also how you educate people on your core values and beliefs, as a business, a thought leader, or just as a person.
The best way to get your message out there, whatever your message might be, is video marketing!
At the end of 2016, Syndicate put out up-to-date statistics that estimated that, of all the content online in 2017, 74% of it would be in video format.
Not only that, just including the word ‘video’ in the subject line of your newsletter will increase your open rate by 19%. It will boost your click through rate by 65%. That is insane! At the same time, (if that wasn’t an incentive enough to get vlogging and start doing all your content marketing in video format!), your unsubscribe rates plummet by 26% when you start using video.
That really is a no-brainer!
Those statistics alone should be enough to convince you that video marketing is the way forward. I’ve said it before and I’ll say it again:
Video is the way forward, people, join the revolution!
Exactly What Is So Powerful About Video Marketing?
Facebook were actually the ones that first tipped us off to the awesome power of video in terms of content marketing. They announced in 2015 that video view rates had more than doubled. It very quickly became obvious that the amount of interaction and organic reach that you got out of videos was massively superior to any other kind of content.
From an SEO perspective, video will hugely impact your rankings. Next to Google, YouTube is the biggest search engine going and it is entirely video-based. Not only that, it is owned by Google. If you have a YouTube channel with lots of good quality content on it, you are more likely to have your videos come up in search results than you are to have your website come up in search results.
Even if you have the videos embedded in your website, because of the way that Google algorithms work, they like to provide multimedia search results. If they can find videos that match a certain search criteria, they will show videos along with other media (posts, images, news etc.). You’re more likely to get your video on the first page of Google than you are your blog post, even if it contains that video.
If you want to rank highly, you need to be recording your content in video format.
The Growing Importance Of Video Marketing…
Given how quickly video marketing is escalating, how fast the integration of video marketing is improving, and how important video is becoming to marketing in general, the impact video marketing is going to have on your SEO is only going to grow. It currently has a huge impact on your SEO, and having a YouTube channel, and videos on your website is going to do wonders for your SEO. As time progresses that impact is just going to escalate.
In short, the sooner you start investing in creating regular video content the better.
The Lazy Factor…
One of the reasons video is so popular is the fact it provides people with easy viewing. You can sit back, relax and watch, rather than having to read.
Or why not watch or listen while you’re doing something else?
You can seriously multitask if you have content in video format, as opposed to blog posts, which require your full attention. A lot of people still love reading blog posts. Personally, I do both, I still read a lot of blog posts online, but I also watch a lot of video.
Vlogs Are Preferably To Blogs For Some Topics And People…
I don’t know about you, but there are certain people I follow who I wouldn’t follow if they didn’t have a vlog. The best example I can think of is Cupcake Jemma, who is one of my favourite YouTubers. She has an amazing YouTube channel and almost 1 million subscribers. She teaches you how to bake cupcakes and other amazing things.
Cupcake Jemma started her whole business through her YouTube channel. She has a bakery in Soho, London, which she set up and funded through her YouTube channel. She had no bank loan, she had nothing, she just started making videos. It took off and was so successful, and so popular, that she now has a thriving business in the heart of Soho.
That is the power of video.
But if she was blogging about cupcakes I would not take the time to read that blog. When it comes to written blog posts, the only ones I read anymore in written format are ones that relate to work. Even then, there are a LOT of newsletters that land in my inbox, snag me with an interesting title, then lose me when I realise ‘Urgh, I’ve got to read it!’
If it’s something vital to my business I’ll take the time to read it.
If it’s something that’s just for fun, or useful but not utterly essential, I very rarely read a post on it.
The only exception to that is The Bloggess, who is an awesome author that I’ve been following for years.
Video is really easy viewing. It gives people the chance to take in content they otherwise wouldn’t prioritise. They might not have time to sit and read your blog post, but they can listen to your vlog (or podcast) while they’re doing the dishes; they can watch your vlog while they’re relaxing on their lunch break, having a coffee, or before they go to bed.
Video gives people a really easy way into your content. It makes it far more likely they will actually go to the bother of looking at your content than they would if it was in written format.
That is simply because, people are fundamentally quite lazy. The easier you make things for them, the more likely they are to do it.
The other amazing thing about video is its virality. I do mean virality not virility (that’s a whole different thing!). I’m talking about the likelihood of a piece of content going viral.
If you post a written post on Facebook, and a video post on Facebook, with exactly the same information in it, watch the organic reach of both posts. You will see exactly what I mean. The video will get a lot more organic reach than the written post.
You don’t have to advertise it, you don’t have to do anything with it. Just stick them up and watch what happens.
Videos naturally get far further than any other kind of content. If you add advertising to that, and advertise your video content, its reach is phenomenal.
Conclusion: Video Marketing Is Awesome…
In short, video is a phenomenally powerful tool when it comes to marketing. It raises awareness of you and your business. It raises your engagement level. It drives sign-ups and sales. It promotes confidence and gives you an air of trustworthiness. It improves your Know, Like, and Trust factor no end. And it converts people into paying clients, and often dedicated members of your tribe, who will come back to you again and again.
Now, if you’re sat there thinking, “God, I want in on this action. How do I start vlogging?” Don’t worry, I’m going to be back next Tuesday with another post that will teach you exactly how to set up a powerful vlog for your business. You can also download my brand new freebie, which includes all the workflows I use in my own vlogging. It takes you through, step by step, the exact process you need to follow to set up a really powerful vlog.
If you’ve been following the vlog for a while, you’ll know I spent quite a lot of time talking about content marketing and how powerful it can be in your business. Content marketing is a brilliant way of growing a tribe, but a lot of people ask me, “Exactly how does content marketing grow your tribe?”
It’s a really good question. How exactly does producing high-quality content grow your tribe? Well, it’s a two-part answer…
The Mechanics Of Using Content Marketing To Grow Your Tribe…
Content Marketing can grow you a tribe of people who are interested in your specific Zone of Genius, your specific niche, because you are actively putting out content that is about that one specific thing.
People are looking for information about your Zone of Genius because they’re interested in that specific subject. They find your content and therefore they find you. They become a part of your tribe, and the more content you put out, the more people find you and the bigger your tribe becomes.
It’s a simple concept, but it take a lot of careful planning to get it right.
How To Target Content To Grow Your Tribe Of Ideal Clients…
The second part of the answer and the part most people are really interested in: exactly how do you get your content to grow a true tribe; a group of people that you are specifically targeting.
We’re talking ideal clients.
What people really want to know is not ‘How does content marketing work?’ but ‘Exactly how do I use content marketing to target the right people, to form a tribe that is right for me and my business?’
That’s really crucial. If you don’t have a strategy, if you don’t have a plan and a really clear idea of the tribe that you’re trying to build, you can end up with a generic tribe that won’t do you any good.
A really good example of how this happens is publishing content on lots of different topics that you are interested in. You just like writing about lots of different things. That’s great. If you’re running a personal blog, an interest blog, or a hobby blog, that’s a brilliant outlet for your creativity. You can write about whatever you want. But if you’re running a business, changing your topics around and talking about lots of different things week to week lacks any kind of cohesion. It lacks consistency. And it also makes it incredibly difficult to grow your tribe, because the people coming to your blog are always going to be very varied.
One week attract one type of person, the next you’ll be attracting a totally different type of person. The people you’re attracting also aren’t necessarily going to be interested in your business. They might be interested in what you’re talking about in a particular blog post, or even several blog posts, but that doesn’t necessarily mean they’re going to wanting to buy what you sell. And that’s the name of the game: building a tribe who want to buy exactly what you are selling.
8 Ways Content Can Grow An Insanely Powerful Tribe…
Today I’m going to go through eight ways you can use content marketing to grow your tribe by being crystal clear and strategic about who you target with that content. A huge part of this is knowing your ideal client. I talk an awful lot about ideal clients in other blogs, so I’m not going to go into that today, but do check those out. Certainly have a look at how I use archetypes to hone down exactly who your ideal client is so you know what you’re aiming for. So for these eight tips to work, you need to know who your ideal client is, okay? So this is assuming you already know that, all right?
The first way to use content marketing to grow your tribe of dedicated ideal clients is one a lot of female entrepreneurs use: passion.
If you share your passion for the very specific thing you do, and you share it in such a way that ignites that passion in others, you will quickly grow your tribe of like-minded individuals, who are equally passionate about the same thing. The key is to ensure the passion you’re pouring into your content is a passion for your very specific niche, so the people you’re attracting are people who will be really passionate about what you can do for them, and they will therefore want what you have to offer.
Whether it’s products, services, coaching, whatever you’re doing, make sure you find a way to work in your passion in such a way that it gets them really fired up about what you have to offer.
Denise is astonishingly passionate about the topic of money and making money and manifesting money. It really shines through in all her content: she cares, not just about the topic of money, but of the actual process of making more money for yourself and living the life of your dreams, whatever that life may be.
As a result, Denise has quickly been able to build a phenomenally powerful and dedicated tribe of followers who share her passion for manifesting money, and who are interested in exactly what it is she is teaching.
Just like her, they want to be able to release their money blocks, and find a way to manifest the money that they need to live the life of their dreams. Denise has used content marketing absolutely perfectly to grow a powerful tribe of her ideal clients, and it’s resulted in a multi-million dollar business.
That’s what you’re aiming for.
You don’t have to be teaching money, you don’t have to be teaching anything. Just find a way to tie your passion for what you do into your ideal client’s passion for what you sell.
Be The Inspiration That Motivates Them…
The second way to use your content to grow your tribe is to actually be the inspiration that motivates people. If you are, for example, a dieting expert, a health coach, a nutritionalist, if you’re teaching people how to live healthier lives, eat better, lose weight, or increase their fitness, it’s really helpful if you’ve already been on the journey that they are about to embark on.
Ar Weight-Watchers meetings or Slimming World, the leaders of the groups are very often people who used to be dieters. They started off as the average-Joe, walking in off the street, wanting to lose weight. They got on board with the system, lost a shed-load of weight, and were so invested in it that they went on to set up their own business, teaching other people how to do what they did.
I’ve been to Weight-Watchers meetings and even a few slimming world ones, and they very often have before and after photos of themselves, right there at the front. It screams loud and clear: “This is what I used to be, this is what I am now. This is how I did it, you can do it too!”
So you actually become the inspiration that motivates people. That’s really important, especially if you’re doing something like fitness or health, or anything involving a particularly difficult personal journey. That can be anything really. Building a business of your own is a phenomenally difficult journey. But if you can be the thing that inspires your ideal clients, that actually motivates them to get started and to keep going, that’s a phenomenally powerful way to grow your tribe.
People need motivation and they need inspiration; if you can be both at the same time then you’re golden.
You can also grow your tribe by using your content to tap into a particular phase in life your ideal client is going. We all have stages in life, whether it’s childhood, adolescence, young adulthood, middle age, menopause, there are age-related phases, mood-related phases, mentality-related phases, and phases that relate to your career, hobbies, or what do in your spare time.
So, for example, new mums are going through a phase. I don’t mean that in a condescending sense, I mean the period of being a new mum is a phase in your life. Changing careers, that’s a phase. Anything that requires you to experience a particular thing for a set period of time.
Phases are things that happens in your life for a finite amount of time.
During that time you often need a lot of help, people who understand what you’re going through and have been there, and can relate and can support you.
If you can tap into a phase your ideal client is experiencing, that is very specific to your ideal client, and related to your products or services you’re selling, then you can grow your tribe based on that need for community.
The need for support, familiarity, and people that know what you’re going through and can help you through it.
Life events are a lot more specific, and usually a lot shorter-lived than phases. Think weddings, birthdays, promotions, retirement, pregnancy, the birth of a child, the death of a loved one.
Are your ideal clients are experiencing a major milestone that has quite a profound effect on you? Things like graduating from university, your first job, or a change in career.
In a very similar way to phases, if you can hone in on a specific live event your ideal client is going through that’s an excellent way to grow your tribe.
Not everybody will have one. My ideal clients do not have a common life event I can tap into. It doesn’t work for everyone. These methods don’t work universally for all ideal clients, so you need to find the one that suits you. But if, for example, you are a wedding planner or a wedding photographer, or a wedding cake maker, then the obvious life event your ideal clients are sharing is weddings.
You can grow your tribe by tapping into the fact they are planning their wedding.
Say you make wedding cakes. Most of your ideal clients aren’t going to want to know exactly how you make wedding cakes. They like seeing the pictures of the finished cakes, but they’re not really that bothered about how you get there most of the time. What they are interested in, however, is absolutely everything else related to weddings.
They’re planning their wedding, they’re looking for caterers, photographers, tips, the perfect dress.
So make your content focused on weddings, and how to have the perfect wedding, and you will rapidly grow your tribe into a community of people who are planning their wedding, and looking for somebody to make their wedding cake. And there you are, just sat there waiting to do it for them!
The thing I will say about this form of tribe though, it’s transitional.
So if you build a tribe based solely on an event like a wedding, you have a very high turnover in your tribe because people really only want a wedding cake once in their lives. Unless something goes catastrophically wrong and they end up getting married again, it’s going to be a one-off thing. They’re only going to buy it from you once.
You might keep them in your tribe because they follow you out of interest or nostalgia, but they’re never going to buy a cake from you again.
You need to be aware of that if you’re basing your business on a life event. You need to engineer your content in such a way that it’s constantly current, it’s constantly ”now’, so that it’s always attracting new people who are newly interested in the event that you’re dealing with, who will be newly needing what you’re selling.
Build A Community Around A Product Or Services…
The fifth way is to use your product or service you are selling as the core of your tribe. You then build your whole tribe around that product or service.
I discovered Leonie Dawson a few years ago when I was first starting out in business. I was looking for help setting everything up and getting going. I was really learning about how you run a business. One of the first things that I invested in, in terms of my own development as a business owner, was Leonie Dawson’s planners. This was several years ago now, but I’ve bought one every year since.
When I first bought it, it was just one book, now it’s three. I get all of them. Every year. Without fail.
If that’s not a genius marketing strategy, I don’t know what is.
I pre-order it as soon as it is available.
I’m a member of the Facebook group.
I have been to get-togethers with other local entrepreneurs where we’ve sat around with our planners planning stuff.
Leonie has built a fabulous community that is specific to her ideal client, which is creative entrepreneurs building a business, but is focused on one small product, rather than her academy training course.
The majority of her marketing isn’t geared towards getting you to buy into the academy, it’s geared towards getting you to buy a planner. That’s a much easier sell!
I think they cost me about £30 this year for the whole lot, but you can get them individually for about £10-£15.
It’s a very small investment to make, and with that investment you not only got a really powerful tool to help you in your business, you got this massive community of like-minded individuals who can support you, and travel with you on your journey as you plan your business.
That’s really what’s made Leonie so successful, her huge dedicated tribe of planner addicts. But a side-effect of all of that, is that a lot of the people buying her planners go on to do the academy, and that’s a big-ticket item.
As a business model this works really well. If you can find a product, especially a low-ticket item that you can get people really fired up and interested in, and that you can build a community around, your content should be geared to that product and helping people with related subjects. You can get people doing group activities and having conversations about it.
If you can do that, you will build a tribe a lot more quickly than you would if you were trying to get people interested in an abstract concept, or a very expensive item that they’re not sure they’re ever going to be able to afford to buy.
Tie Your Content To Your Geographic Location…
Number six is geography. I don’t mean that in the boring sort of schoolroom sense of what you learned in school. I mean that in the literal sense. If your business is local, so specific to a very small area or a particular region, then the easiest way to focus and build your tribe is to target people in your specific area. Now you need to be a bit clever with this one, because if you’re not careful you end up with a group of people who are all from one area, but they’re not all interested in what you have. So I don’t advise you using this one on its own, I advise you tying it in with one of the others. But you can still very easily target people who are specifically interested in what you’re doing, but are also in your geographic region. And the way to do this is to actually tie your content into local events, local places, local things that are of interest to people.
For me, I don’t actually do this at the moment because I don’t work locally, I work internationally, but if I were going to do it, I’m just down the road from Knutsford, and Knutsford has a phenomenal number of things that happen like the flower show, it’s got Tatton Park, it’s got farmers markets and all sorts of things like that. So if I were ever to niche down and target just local people to me, I would tie all of my content into what was happening locally, and news events and things like that. So that when people were searching for non-business topics, they ended up reading things that were tangentially related to business because they were looking for news about the local area.
The good thing about that is that people will automatically filter themselves out, so it can be a bit of a spray and pray technique, geography, but once you’ve got people who are in your local region interested and looking at your website and reading your stuff, they’ll very quickly realise what you do, or at least they should if you’ve got your branding right, realise what you do, and if they’re not interested in what you do they will just count themselves out. They’ll take themselves away, and that’s done in a very nice, non-negative manner. It’s just a case of, “This is me, this is what I do and this is what I’m going to be talking about” and they’ll automatically go, “Oh well, I’m not interested in that” and go. So you won’t end up with a load of people who are local to you but not interested in what you’re doing, because they will automatically count themselves out, but they will only do that if you tie the two together, okay? So you have to tie what you’re doing to your geographic place.
Number seven is demographics, and this works a lot like geography in the sense that you have to tie the demographic or demographics that you’re using to something that is very, very specific to what you’re doing. Probably the best example of how people do this is to say that they’re going to target female entrepreneurs. So that’s a very specific demographic in the sense that one, they are entrepreneurs, and two, they are female. Now you might niche that down even further and say, “I’m going to target female entrepreneurs between the ages of 20 and 40.” Or 40 and 60. You might decide you are only going to target a particular nationality of female entrepreneurs between those ages, because your product or your service is of particular value to them.
This is one of those things where you really have to know who your ideal client is. You need to know exactly what kind of things they’re interested in so that you can target them based on their interest, but you must, must, must, must, must tie it to what you do, okay? You really must.
The last one is generations, and no I don’t mean the really crappy Star Trek film. Hello. Yes, yes, [Creambum 00:20:30] we don’t like the ice cream then do we? No.
Generationally speaking, people have very different attitudes, very different values, very different lifestyles and stages of life, and if you know that your ideal client is in a specific generation. So for example, the majority of my clients are millennials, like me. So that makes it very, very easy to target them because there are certain things I know about millennials that can be targeted. Like we are very interested in technology. We tend to be liberal and very tolerant. We really like our music and our pop culture, and we also tend to be quite interested in clothes. I don’t know why, but we are. So if you’re targeting millennials, and for the record that’s anyone born between 1977 and 1995, you can use that knowledge of how millennials think and what they like to actually target your content to them and build your tribe around the specific things that they are really, really interested in.
Now the topic of how to target generationally is absolutely massive and there is no plausible way that I can go through it all now, but really what I just wanted to do was demonstrate how you can draw distinctions between age groups. You can actually tailor your whole brand and not just your content, but your whole brand to target your ideal client. So you can see the way I am, is clearly targeted at my generation. That’s not to say that I don’t love working with people from other generations, I do, it’s just the majority of my clients are from my generation, so my branding and my content is aimed at that particular age group, at that particular generation and the demographics that go with them.
There you have it, there’s my eight ways to grow your tribe using your content, and I hope you’ve enjoyed that and you found it useful. If you have any tips of your own on how to grow your tribe, I would love, love, love to hear them, and if you have any questions then do please comment below, or email me, or head on over to the website and have a look at the other content that I’ve got there because that might help you out. Also do please like and share this post and don’t forget to subscribe to my YouTube channel to ensure you never miss a post…
If you haven’t heard the term before, Content Marketing is the use of really high quality, interesting, useful, and entertaining content to market your business. Content can mean anything from blog post, to tweets, to Facebook updates, to Instagram photos, newsletters, videos; anything that has your information, brand, and genius in it, in any way, shape or form, small or large. It could be as tiny as a tweet or as big as a book, it doesn’t matter. If you’ve created it, it’s your contents. There are various ways content marketing can uplevel your business.
If you have a blog, you are already using content marketing whether you realize it or not.
If you have a vlog the same is true.
If you have a Twitter feed, you’re already using content marketing.
The likelihood is that what you’re currently doing is a little haphazard, and you may be frustrated that you’re not seeing better results. But the more you focus on your content marketing, the more consistent you are, and the more you tailor your content towards a specific goal, or goals, the more powerful it becomes.
One of the main concerns people have about content marketing is the need to constantly produce tons of content. But if you’re smart about it, you will find that there are a great many ways to repurpose your content and get loads of mileage out of a small amount. For example this blog post was originally recorded as a video, then transcribed to form the written post. At some point I will almost certainly convert it into an audio and use it as a podcast. In addition to that I will be pulling bits and pieces from it here and there and using it for tweets, posts, memes and various other things for all my social media.
That is one piece of content I’ve created that goes a very very long way.
If you can regularly create high quality content and learn to repurpose it in this manner, with a really clear idea of how you need to use it, and who you are targeting with it, it becomes an incredibly powerful marketing tool. If you’re searching for a way to uplevel your business and really supercharge your sales, content marketing is the way to do it.
Here are just seven of the really awesome ways that content marketing can up level your business…
Content Marketing Drives Website Traffic…
This is the most obvious benefit of content marketing and it’s the easiest result to achieve. Quality content naturally generates an awful lot of traffic to your site. So if you have a website and you’re struggling to get people to visit it, the more content you publish, the more people will visit it. It really is that simple. The higher quality your content is, the more focused it is, and the better your SEO is, the more successful your content will be at driving traffic. The long and short of it however is this: content drives traffic, and traffic drives sales.
Raises Brand Awareness…
Content marketing is also really good for your visibility. It’s a great way of raising awareness of your brand and really making you and your business as recognizable as possible. The more content you produce, the more people will see you. The more people are exposed to high quality, really cool content from you, the more they’re going to remember you, the more they’re going to think of you when they need that particular thing you do, and the more your brand is going to become a recognisable, visible brand. Visibility can only be a good thing.
Builds Lasting Relationships With Your Ideal Clients…
This is absolutely key to upleveling your business – content marketing builds lasting relationships with your ideal clients, the people you most want to work with. Rather than relying on ‘spray and pray’ advertising techniques, content marketing creates a community around your business which is specifically designed to attract the exact type of people you most love working with. They will come to you. Content marketing is the fastest, easiest, and most effective way to build that all important, know, like, and trust factor with your audience. If you’re blogging, vlogging, tweeting, whatever, the more you say, the more people get to know you, the more they get to know you, the more they like you, the more they like you, the more they trust you, and the more they trust you, the more likely it is they all to give you their money, which again is good!
Provide Real Value To Your Readers…
Content is a brilliant way of giving your audience, your existing clients, and your potential clients really good value with no strings attached.
When you produce quality content, you’re not saying, “This is my awesome stuff, give me money for it!”
That’s a hard sell.
Instead, you’re saying, “This is my awesome stuff. This is how cool I am. This is how great I’m going to be able to do this job for you. This is how awesome this product is going to be for you. This is just a taster, and it’s yours to try for free. No strings attached!”
That’s an easy sell!
Content creates endless opportunities for you to market to people in this manner. You give them high quality content that is extremely valuable to them, because it teaches them something, helps them, informs them, or entertains them. That value is given freely, and it means a great deal to your audience. They appreciate it, they remember it, and because it clearly demonstrates just how good you are at what you do, when they make the decision to pay for more of that information, or help, or entertainment, they’re going to come to you first.
They know how valuable what you have to offer is.
Content achieves this for you in a way that is very difficult to do with anything else. You can write blog post, after blog post, after blog concerning your area of expertise, your niche, and really help people with your content. You’re giving your audience something immensely valuable and you’re asking for nothing in return. You may at some point ask them for their email address, to sign up to your newsletter, and further down the line you may try and market a paid product or service to them, but they are never ever going to have to give you anything in return for the privilege of reading your content.
That is theirs, it’s for them, it’s free forever, and that is a really powerful thing, because the more people devour your free content, the more that will say, “Oh my God! This woman is amazing, this guy is great! And this is just their free stuff! Imagine what their paid stuff is going to be like, if the free stuff is this good!
Content Marketing Positions You As An Expert…
Content marketing is hands down the best way of building your credibility and establishing yourself as an authority figure. You can position yourself as an expert in your niche (your specific area) simply by producing quality content about that area. For example, I talk a lot about blogging and content marketing because that is my niche.
When it comes to establishing someone’s expertise, people respond a lot better to content than any other form of marketing. It’s one thing to stick an advert in front of people and tell them that you are good at something. It is quite another to actually demonstrate it in a tangible way that they can use for their own benefit, at no cost to themselves. That is what content marketing enables you to do.
Content marketing also opens up a free line of communication between you and your audience, through social media, the commenting functions on your posts, sharing, and all the wonderful stuff that happens online. The second you have content published people can like it, they can comment on it, they can share it. They can also enter into an open and free discussion with you, your other clients, and other people who are interested in what you’re do. They can talk to the people who are already working with you. They can get ideas from each other, as well as from you, and suddenly a whole little world opens up. You have a real community going, rather than just a static website that doesn’t do anything but try and sell stuff to people.
And Helps People Make The Decision To Buy From You…
And finally, the part you’ve all been waiting for… Content marketing helps potential clients make the decision to buy quicker and more easily.
If you are establishing that you know what you’re doing… that you’re really good at what you do… if you’re giving people great value and expecting absolutely nothing in return… if you’re constantly building that know, like, trust factor, people get to the point where they are willing to invest in you and your products or services an awful lot quicker, and a lot more easily than they would if you were just blasting them with adverts 24/7.
As marketing goes, content marketing is the nicest, softest, and easiest way of convincing people to like you and get on board with what you’re offering.
I’ve got a bit of a truth bomb for you today… Not everybody likes you, and that’s awesome.
Okay, you’re probably sat there thinking, “What the hell is she talking about? How can she say not everybody likes me? How does she even know not everybody likes me? She doesn’t even know me!” Well, here’s the thing, it doesn’t matter who you are, how wonderful you are, how lovely you are, how talented you are, how phenomenal you are, there is not a single person in the world who is universally liked.
That’s actually a really good thing.
Why It’s A Good Thing Not Everyone Likes You…
If you stop and think about it for just a second, it’s perfectly okay that not everybody likes you, because you don’t like everybody. And, more specifically, you don’t want to work with just anybody, you want to work with a very specific type of person.
You might have sat down and written out a profile for your ideal client, or it might be that you subconsciously know what kind of people you like working with, and what kind of people you don’t. If you haven’t thought about this already I really recommend that you do.
The better you understand the person you want to work with, the more effectively and efficiently you will attract that type of person. This is where the whole “not everybody likes you” thing comes in.
Authenticity And The Marmite Factor
I talk an awful lot about authenticity and the need to be authentic in your blogging, to really be yourself, and I get a lot of people saying to me, “Do I really want to be myself? Not everybody likes me!”
The answer is yes, you do want to be yourself, no, not everyone likes you, and that’s good!
The kind of people you want to work with are the people who really click with you, the kind of people who just ‘get’ you, who love you.
They love your style, your sense of humour, and the particular thing that you do in your niche that nobody else can do the way you do it.
If you weren’t you, you wouldn’t be able to do your thing, your way, and your ‘thing’ is what they love about you, it’s what they want from you.
The people who don’t love you, and don’t want that ‘thing’ from you are not the people who you want to work with.
So why would you want everybody to love you when you don’t want to work with everybody?
The thing about authenticity is if you’re being inauthentic in any way it is really obvious. It’s very easy to see through someone who is putting up a façade, even if it’s a professional façade and the reason they’re doing it is because they want to appear corporate, straight-laced, professional, and give the impression they’ll do everything exactly as you want it done.
That’s fine, that image works for some people, but what for entrepreneurs it’s a little different. When you run your own business, to a great extent you are your business.
If you’re doing any kind of content marketing: blogging, vlogging, even social media, trying to put on a ‘front’ is just not going to work. Nobody’s going to click with it, nobody’s going to mesh with it, nobody’s going to like it, because they will sense there isn’t a real person behind it. If, however, you are your fabulous self, people will get to know, like and trust the real you, and the people who really love you are going to absolutely adore you.
They are the people you want to attract to your business, so authenticity is the perfect way of attracting your ideal client. The reason it’s so awesome that not everybody likes you, is that it automatically filters out a massive number of people you really wouldn’t want to work with.
The people who aren’t going to click with you, the people who are going to find you annoying, the people who are going to think your Northern English accent is a bit weird, the people who are going to dislike the fact that you occasionally drop an F-bomb, the people who aren’t going to like your clothes and wonder, “Why the frigging hell is she doing wearing that? Like, really, she’s wearing that?” The people who think like this are not your people, they’re not the people you want to work with. Simply by being yourself, simply by allowing that natural process of people liking you or disliking you to happen, you automatically filter out a bucket load of people who you really don’t want to deal with.
This is what’s known as The Marmite Factor – people either love you or hate you; the ones that hate you never give you another thought, and the ones that love you can’t get enough of you.
Why Vlogging Is The Perfect Filter For Your Audience…
One brilliant example of this is when I started vlogging. I knew right off the bat that going from blogging to vlogging was going to be a bit of a transition, both for me and for my readers.
They are used to reading my words on the computer screen, their phones, or iPads. They weren’t used to seeing me, they weren’t used to hearing me, and they weren’t used to the kind of full-on personality that exists behind the words that they’d been reading.
Even though they’re your words, when they’re not spoken with your inflections, when they’re not given with your particular flair, it does come across as a bit flat, and it can be quite difficult to get a feel for the personality and the intention behind those words, which is why some people will occasionally misunderstand something you’ve said. You might have made a joke and they’ve taken it the wrong way, you might have said something seriously, they thought you were joking, and that this was in poor taste. The reason that happens is because without being able to see somebody’s facial expressions, without being able to hear the tone of their voice, and get a sense of how they’re saying something, it’s very easy to misinterpret it.
Which is why you will often find people being quite cautious when they write and blog, because the want to make sure that nothing they say is misinterpreted in the absence of the person behind the words.
It’s a lot easier to interpret the meaning behind what I’m saying and whether I’m joking or not when you can see me.
But the thing is, going from that distant, detached, just reading your words on a blog, to getting a full on, “Oh, crap, she actually does dress like that. Oh, my God, she really does talk like that!” is a lot to take in.
Let’s be honest, talking is not even remotely as polished and edited and pretty as my normal blogs would be.
I don’t have an auto-cue. I don’t record my Vlogs off a script, I have no script, I don’t even have notes. The most I ever do is write a brief list of my main points, for example, the Vlog I’m recording after this on is on Five Sites You Need To Be Guest Posting On, and so I have a written list of the five sites. That’s it, that’s all I have. The names of those sites to keep me on track.
This isn’t scripted in any way shape or form, this is just me talking the topic of the day. When I write, obviously I have a chance to draft and edit a post, go over it, tweak it, check it, make sure it’s as perfectly pristine as possible and really get my wording absolutely spot on. Now unless I want to sit around all day recording, re-recording, and re-re-recording every single thing I say, perfection is just not going to happen.
I do edit my videos. I do screw up. I have to go back and start again, repeat myself, and do various little bits a few times to get them right, but I’m not worried about it being word-perfect.
That’s because a vlog is very different to a blog.
That was the first thing that I knew was going to be a bit of adjustment for people.
The second thing is, let’s be honest, you’re getting to see me in all my insane glory, and not everybody’s going to like me.
They’re just not, and that’s fine, I don’t mind. It really doesn’t bother me, because the people who don’t like me can simply not watch me, and the people who do like me are going to like me all the more, because I’m really being myself and they’re actually getting to know me properly.
I anticipated getting a few comments off people when the vlog first went live, I was expecting it. Sure enough, the first week or two I had comments flooding in from people, and the majority of them were really positive, saying things like, “Oh, it’s so nice to see you on camera!” or “I’m so proud of you for doing this!” and “It’s so nice to be able to get to know you properly and see the person behind all these words.”
These are the sort of comments that I was hoping for, and I was really pleased to receive those comments, that positive feedback, so thank you to those of you who said it.
There were also a few…not negative comments, but certainly comments that were more along the lines of, “Well I’m not really sure about the way you’re doing that, maybe you should do it this way.” Or, “I didn’t really like what you said today, I don’t think you should talk about that.”
And that’s perfectly fine. Everybody is entitled to their opinion and everybody has a right to express that opinion. I have no issue whatsoever with people coming to me and saying, “Ooh, I think you’d do better if you did this way instead of that way.” Sometimes I’ll go, “Do you know what, you’re right. Thanks. Brilliant advice!” and other times I’ll be like, “That’s not really me.”
When that happens it’s a case of, I’m doing things my way, not because it’s ‘my way or the highway’, not because I’m right and everybody else is wrong, but just because there are certain things that work for me and certain things that don’t. I have a certain way of doing things, that’s my methodology. That’s my zone of genius. It’s what I do and it’s how I do it.
There are always going to be people who don’t like those elements of it, people that don’t like my method. And it’s totally fine. They are more than entitled to have that opinion, those thoughts and feelings, there’s nothing wrong with that, and I’m in no way offended by them.
The fact they’ve reacted like that is actually very helpful to both of us: I know they’re not my kind of client; they know I’m not the kind of writer they want to work with. For whatever reason, there’s something that’s not quite clicking between us.
The Bottom Line…
When you put yourself out there online, when you use content marketing, when you use any kind of branding that involves you as a person, even if it’s nothing more than a photograph of yourself, you start something. It doesn’t matter how big your content is, whether it’s a Tweet, a blog post, or a vlog, if it’s yours, if it’s something personal to you, and by personal I literally mean it’s your person doing it, so you’re saying it, it’s your photograph, it’s something you’ve written, that’s you in a sense. People are either going to love it, be kind of indifferent to it, or hate it.
The people you want are the people who love your stuff, like seriously love your stuff, cannot get enough of it, they are your ideal clients. They may not all be your ideal clients, but you’ve certainly narrowed down the pool from all the people who are looking at your stuff, reading you, and watching you, to just the people that really love your stuff. That’s a big chunk of people you don’t want to work who have been automatically filtered out. And they’ve been filtered out in a really polite way, in a really nice way, in a really positive way that doesn’t ever require you saying to someone, “I’m really sorry, but we’re not a good fit.”
You never have to have that really awkward conversation where you say, “I’m sorry, I can’t work with you because you’re just not right for me.”
It’s never a nice thing to have to explain to somebody that you can’t work with them. I will admit I’m guilty of always finding a less offensive way of saying it. This way you never have to have that conversation with people, you avoid any kind of friction where that is concerned, because they have already decided whether they like you or not. They’ve done that all on their own without any prompting from you. You’ve not had to make them fill in a questionnaire, apply for your services, or go through any kind of screening process or conversation, asking them annoying questions that they don’t want to answer, about the manner in which they work, and what it is they want from you.
They will get a sense of what they’re going to get from you just by reading your stuff, and watching your stuff, and if they don’t like it, they won’t ever ask to work with you in the first place.
The Golden Trident is part of my Divine Blogging Design, which is my signature blogging method. Now, those of you who are familiar with mythology may have seen tridents at some point. Certainly if you know anything about Poseidon, God of the Sea, you will have seen him running around, touting his trident. Even if you’re unfamiliar with mythology you will have almost certainly watched The Little Mermaid. Ariel’s father is essentially Poseidon, and he runs (or rather, swims!) about with a golden trident – a big staff with a three-pointed fork on the end.
In the Divine Blogging Design there are three absolutely vital steps that you really have to take. They are the power rods of the whole system, these steps are going to make your content shine. It will ensure you produce consistent content your readers will love, and it’s going to rapidly build your tribe.
Basically, it’s the shiz.
As it happens there are three steps, and three prongs on a trident. So I thought, “Hmm. I’ll call it The Golden Trident!”
These are the three things that you absolutely have to do when you’re blogging to make sure that you’re always writing for your ideal reader, that you will always, absolutely nail your content.
#1 – Your Ideal Reader
This really is the core of the Divine Blogging Design. It’s what it’s all about….
You have to know who you are writing for.
A lot of people really fall down on this. They think, “Well, I’m writing for business women,” or “I’m writing for mothers,” or “I’m writing for stay at home dads.”
It doesn’t matter who your target audience is, they are going to be a lot more specific than you think. They are going to like much more specific things than you expect. But more than that, there is a lot more to them than just the reason that they come to you.
Do they really want to read about the reason they are coming to you?
If you use me as the example, I’m a copywriter. That’s what I do for my clients; that’s what they come to me for, they want copy. But do they really want to read about copywriting?
Do they want to read about the process of copywriting?
Do they want to read about how you find jobs as a copywriter?
Do they want to know the ins and outs of grammar?
Do they want to know all the intricate things I have to know and learn as a copywriter? Probably not.
If they did, they wouldn’t be looking to hire a copywriter, they would be looking to be their own copywriter.
There is a very big difference.
If you think about your work and what you do, if you actually stop and think about it, depending on what you do, you will likely find that the things that you actually do day in and day out in your job are not the things that your readers want to know about. You’re trying to attract people who will hire you to do that for them. Why would they want to know how to do it themselves? If the goal is to attract people who want to do it for themselves, what would they need you for?
If you write about what you do, you will end up attracting people who want to know how you do what you do, and that might be a good thing if you’re a coach. But if you’re not very careful you’ll end up attracting almost the right audience, but not quite.
The results of that is you produce out all of this great content, but because it’s for the wrong audience you’re still not getting any clients. And we don’t want that.
You need to really know your ideal reader. Know exactly how they tick, what they want to read about, how often you should be giving them exactly what they want to read about, and how often you should be varying your content with other relevant topics. The Divine Blogging Design is based on character archetypes, which will tell you all of this information is fabulous detail.
#2 Q & T
The second fork on the trident is what I call Q & T. Quality & Truth.
Quality is a given. It’s a given that everything you produce needs to be extremely high quality. But have you stopped to consider that quality is not only about having well-written or well-recorded content?
It’s about the nature of the content you produce and how interesting it is on a week in, week out basis.
Think of it this way, how many blogs do you follow by people who are money experts, or PR experts? Week in, week out, they tell you about whatever it is that they do. One example I can think of is an absolutely brilliant PR coach that I follow, fabulous, fabulous woman, her content is absolutely brilliant. But week in, week out for about a year, every single post she wrote was the same.
After a few weeks I just stopped reading them, because she had said it all already.
She wasn’t giving me anything new, she wasn’t giving me anything different. She was still giving me exactly what I wanted as a potential customer, but because she was saying the same thing over and over in a slightly different way, I just completely lost interest.
You need to not only know what your clients want, and what they want to read, and why they’re coming to you specifically, you also need to know what else they want to know about. This will be related to what you do but adds a bit of variety.
The archetypes in The Divine Blogging Design help you to see which areas you should be writing about and how often to write about them.
In order to have really high quality content you also need to have versatile content. You need to have a variety of content. You need to switch it up every now and again. You can’t just have content that repeatedly tells people week in, week out, this is how you blog…this is how you blog…this is how you blog…this is how you blog.
Even if you really love blogging, even if you just live and die for knowledge about blogging, there comes a point when it’s like, “You’ve said this already! Give me something new, give me something different. For the love of God, switch it up a bit, would ya?”
This is exactly why on my blog I don’t talk about blogging every week.
Shocking, I know, but I don’t.
I don’t even talk about writing every week. I talk about entrepreneurship, how to cope with the various stresses and strains of being an entrepreneur, and various other things to do with marketing; I talk about loads of different stuff. All of it relates to what I do, and relates to what my readers are doing, but it’s not the same every week. If can’t be. If it is, you’re just going to lose people.
Be True To You…
Always be true to yourself in everything you write. There is no point trying to put on a persona, a front, or a mask when you write and record content because people will see right through it.
You will have one of two reactions to that kind of content:
People won’t connect with you at all, because they can’t relate to you and won’t really care about what you’re saying. And you might find it a bit interesting but it will be quite flat. It’s the equivalent of somebody talking to you in a monotone. Did you ever have a lecturer at uni or college who had a really droning voice. They spoke in the same tone for an hour solid and expected you to somehow pay attention. That’s the effect you achieve when you pretend to be something you’re not. Even if you don’t mean to, even if you try and play a really interesting character, it’s not really who you are and it will simply come across as fake.
Unless you’re a really, really good actor it’s just not going to work.
And at the end of the day, is it really worth all that effort? Going through all that effort to pretend to be somebody that you’re not on the off chance that people will relate to that more than they will to you.
The real you is fabulous, you don’t need to be anyone else!
When you are creating your content, be yourself. I wear my own clothes, I don’t put on business clothes and try and look posh and corporate because it’s just not me. I write as I would speak. I don’t use overly formal terms, phrases and expressions and I don’t really use academic language. I can write in academic language; I have an academic background. If I need to do it I do. But for blogging, that’s not really where I want to be, I don’t want to be in an academic, formal, overly precise zone. That’s not how I speak, and that’s not how I would talk to you if we were having a conversation. Blogging is essentially a conversation, and airs and graces just don’t work. You need to be a real, genuine person with quirks and flaws.
This is especially important if your branding is anything like my branding. If you have a personal brand, if your photograph is all over your brand, if you are really trying to infuse a sense of your personal ethos and passion and creativity into your branding, it is so important that you are yourself when you write.
If you try to be somebody else, it just won’t work.
The final branch on our magical, shiny golden trident ishustle.
I’m going to say that again: Hustle!
Here is a bit of a truth bomb for you…
Your content doesn’t promote itself!
The fact that you have published it isn’t enough to get it seen, because nobody knows it’s there. Social media is a brilliant way around this – it was literally made for content. You need to be promoting your content on social media, and I mean a lot.
Don’t send one tweet and think that’s it; that’s not it.
One tweet has a shelf life of about fifteen minutes. Fifteen minutes after you post that tweet nobody is ever going to see it again.
You need to be tweeting about a post, not once, but several times on the day that post it. I’m talking at least five times, ten if you can. Then on subsequent days make sure you tweet about it again. You don’t just have to do it on the day you publish, but the whole of that week, or that month, depending on how often you blog.
Also, it’s not enough that your followers see your tweets. The point here is to get more followers and expand your audience so you need to be hashtagging the living hell out of those tweets, with relevant keywords, to make sure people who don’t know you yet find you through your contact.
If you’re on Facebook, LinkedIn, Instagram, Google+, whatever, make sure you are posting your content, not just when you publish it but afterwards as well. For Facebook, don’t go nuts. Post it the day you publish it, post it again a couple of days later, and a week later. Have a schedule set up so that you know exactly how often you should promote each blog post, on each of your social media platforms.
If you can, automate it, that’s really, really important. It’s going to save you a shed load of time. Get something like CoSchedule, which lets you publish your blog posts to all your social media sites at the same time. Set up a template that you use for each of your posts, it will automatically populate the social media messages that you send out.
Social media aside, what can you be doing to really, really hustle? And I mean it now, you have to hustle. Unless you already have a huge following on at least one of your social media platforms, social media marketing alone is not going to be enough.
A few other options to consider:
Advertising – if you are already posting on social media the easiest way to do this is to use social media advertising, pay-per-click advertising.
You also need to be guest posting. This is where you write full content, give it to somebody else, and let them post it on their site, and promote it on their social media, and put it in front of their audiences.
The final thing I want to mention is PR. PR is so important. Guest posting is a part of PR but it kind of takes it to the next level and sees you doing things like posting for theHuffington Post, Tiny Buddha, and Mind, Body, Green, as well as other sites that take guest bloggers, and who have an audience that might be interested in what you’re saying. But, more importantly, they are have recognizable names that your audience will know and pay attention to. For example, when people hear that I’m a Huffington Post blogger, they know what the Huffington Post is, they recognize that as a major news distributor. And it’s a bit of a feather in my cap. Guess what? The more feathers you put in your cap, the better and bigger your cap becomes. It’s a bit like pirates – the bigger the hat, the better.
So my darlings, that is The Golden Trident:
Know Your Ideal Reader – what is their character archetype, what does that tell you about them?
Q&T – Quality & Truth. Give your audience quality, variety, and value. Be true to you
Hustle your little ass off.
Are you struggling with your blogging? What’s bothering you? Let me know, I’d love to help!
You may or may not know by now that in addition to being a kick-ass copywriter I’m also a fantasy author, with a penchant for Gothic horror. As such, when people ask me what kind of writer I am and how I make a living I like to be suitably cryptic and tell them (in a wonderfully soft and spooky tone), “I’m a ghost.”
Of course what I actually mean is that I’m a Ghostwriter.
I’ve been working as a ghostwriter since 2011, but it was only in 2016 that I began openly advertising my copywriting services, and started taking on work that wasn’t quite so spectral. By that, I mean I started to write for other people under my own name, in addition to my ghostwriting.
Now that I’m out of the phantom closet, so to speak, a question I get asked an awful lot is, “What is a Ghostwriter?” This is generally followed by, “And how can I use on in my business?”.
So, what exactly is a Ghostwriter?
At a very basic level a Ghostwriter is a professional writer who pretends to be you.
They write stuff. You put your name on it. People are (for the most part) none the wiser.
There are a few exceptions to this. For example, when celebrities like Katie Price (AKA Jordan) start churning out novels, there is no doubt in anyone’s mind that they are written by a professional Ghostwriter. She knows it, we know it, she knows we know it, but it’s all about the brand, and she will have had input and shaped the outcome so everyone just kind of ignores it.
In exactly the same way, most people are aware of the fact that the President of the United States (whoever it may be), and most other high level politicians have professional speech writers. They tell their writers what they want to talk about, and the writers make it sound good. (Sidebar: this is the reason everyone should stop having a go at Melania Trump for ‘stealing’ Michelle Obama’s speech. She didn’t. Her speech writers did! I highly doubt she was aware it was heavily plagiarised when she gave it.)
Celebrities and politicians aside, for the majority of people who choose to use a Ghostwriter, the world at large is unaware they have done so. Blog posts, articles, papers, books, and a plethora of other written material is produced under the name of people who didn’t actually write a word. Ghostwriters are so-called because they are unseen.
They are the invisible hand, wielding the pen, while you take all the credit.
And they’re quite happy with that situation.
Ghostwriters are not – for the most part – resentful of the fact they don’t get credit for what they write. Most of them (myself included) write a lot under their own name. Some are painfully shy and can’t stand the limelight. They love to write, but hate people knowing they were the one that wrote all that especially awesome stuff. In other cases the Ghostwriter doesn’t have the contacts or platform needed to actually get published under their own name. By working in partnership with someone else they get to see their work in print, and enjoy all the validation that comes with that, while spending their time doing what they love: writing.
Writers love to write. And while some are towering egotists who do it for the fame and fortune, and others have a perfectly healthy ego but like to be acknowledged, many do it simply because they love to write.
Credit is irrelevant.
In short, a Ghostwriter is someone who is very proficient at writing, who will write whatever you ask them to (within reason) and allow you to take full credit for it. They will never disclose that they worked for you, or that the material they wrote for you is theirs.
There’s a code, of sorts, a bit like lawyers and doctors, a confidentiality clause: if you hire a ghost, you get a ghost.
Nobody but you will ever know they’re there, unless you choose to tell people.
How can you use a Ghostwriter in your business?
There are many, many ways a Ghostwriter can benefit your business…
If you’re looking to write a business book, but don’t know how, don’t have the time, or don’t have the inclination, a Ghostwriter will write it for you. They will discuss it with you at length, ask a great many questions, go over any existing written material you have, help you decide on a theme, a structure, and the content. Then they will scurry away to their typewriters and return in a few months with a draft, which they will refine with you until you’re completely happy with it.
You will then publish your own book, and nobody will ever know you didn’t write it.
If you’re looking to publish some longer, research-intensive articles, a Ghostwriter is the perfect solution. Many (like me) are academically trained to a very high level and know how to research and write in a formal style. If you’ve never been taught how to do this, there is simply no way you could. It’s also incredibly time-consuming, and if you’re not that way inclined, tedious. Quality and style are also major factors in high level and academic articles. There is a certain degree of professional language, referencing, and structure that is expected. A good Ghostwriter will know how to write academically styled papers, as well as how to take on a reporter style, less formal styles, and how to blend these different styles together.
Here’s a truth bomb for you: a lot of the blog posts you read online aren’t written by the people named in the byline.
A lot of them are, but a lot of them aren’t, and there’s really no way to tell unless you happen to be privy to the intimate details of a business, or the person claiming to have written the posts. The majority of businesses have at least one writer on staff once they reach a certain size and stage of development. Many have one (or more) right from the start – this is especially true of businesses whose main form of marketing is their content. It may be on a freelance or part-time basis, or it may be a full-time position. Whether they post under their own name, the company name, or the name of the CEO and other members of staff is anyone’s guess. In most cases it’s a combination. You will often find that a company has one or two writers who produce everything, but that the content itself appears under the names of all the major players in the business.
Just because someone’s name is on it, doesn’t mean they wrote it.
If you love writing, if writing is your zone of genius, then you should absolutely write your own blog. But if you aren’t great at writing, hate blogging, or simply don’t have time, save yourself the stress and hire a ghost to write it for you.
Product Descriptions and Web Copy
How long have you spent agonising over the wording of a sales page, your About Me page, or the descriptions of your products and services?
How much money could you have earned doing what you do best, in all that wasted time?
Think of all those websites you covet. They have perfectly polished sales copy, witty descriptions, and an About Me page that makes you desperate to work with that person.
I’ll lay odds that the person in question didn’t write their own About Me page. Some people do – they’re gifted at writing, prefer to do it themselves, or can’t afford to pay a copywriter. But a lot of people hire professionals for these elements of their copy because they are so important.
Writers come in different breeds. Like dogs. We’re all one species but we can be radically different. We’re poets and novelists, bloggers and researchers, we write jokes, or political speeches, or stand up, or eulogies. Some of us write sales copy. Some of us write web copy.
My poetry is dire. I suck at speeches. I couldn’t write a eulogy to save my life (no pun intended), and although I can write sales copy and web copy, I don’t like doing it.
I love writing fiction. I love blogging. I love researching and writing longer articles and academic pieces (at some point I will get around to finishing my PhD thesis). The reason I don’t offer sales copy or web copy on this site is that I don’t like doing it, and I don’t do it as well as other people. This is so true that I fully intend to work with another pro at some point, and have her write my sales copy for me.
Why would I pay another writer to write my copy when I’m a copywriteer myself?
Because it’s a different kind of copy, and we all have our strengths, we all have our zone of genius. Sales copy isn’t mine. If it isn’t yours, hire someone (not me!).
Another element in my business that I no longer do myself are my newsletters. This isn’t because I can’t, or don’t like doing it, it’s simply a matter of time. I have a lot to do. Newsletter are time-consuming, and my skills are simply better spent elsewhere.
A Ghostwriter is there for all the things you don’t have time for…
When it comes to Ghostwriters and what they can do for you, it boils down to this: where writing is concerned they can do all the things you don’t have time for, but need or want for your business.
If you don’t have time for it, if it isn’t you zone of genius, if you don’t want to do it, or it simply isn’t a priority, give it to a Ghostwriter.
Don’t worry, we’re a friendly bunch…
Isn’t it a bit…dishonest?
The short answer to this is NO. It’s not at all. Quality writing, whatever form it comes in, is ESSENTIAL to business. It’s the core of any business to have professional copy, but if your business is content driven, it’s even more important. Hiring a professional to write for you, whether you choose to acknowledge them or not, is the hallmark of a great CEO, it’s in no way dishonest.
You can’t do everything. If you try you’ll go mad. Delegating is the key, but your brand may not lend itself to having a features writer in the public eye. You may have a personal brand that’s built entirely around you, or a brand name that everything is published under. A Ghostwriter is the perfect solution. You get to delegate any written work you can’t or don’t want to do yourself, but your brand remains intact. If you’re looking to raise your own personal profile, having a Ghostwriter makes even more sense – there’s a reason politicians have professional speech writers. They’re busy running things and passing laws and doing whatever it is that politicians do. They don’t have time to write complicated speeches on top of that, and even if they did, a lot of them can’t write.
Some of them can’t string a spoken sentence together without a teleprompter, let alone get it down on paper!
Just as politicians are busy governing and celebrities are busy making a spectacle of themselves for money, you are very busy.
You have a whole business to run.
If you want that business to run as efficiently as possible, and be the best it can possibly be, you need to make absolutely certain your written content is TOP NOTCH. There is nothing dishonest about wanting the copy and content you produce to be quality. It’s in the best interests of your clients, and it’s still your copy and content.
Christmas is coming! Whether you love or loathe it, if you’re a business woman you’re about to be consumed by the hunt for the perfect Christmas gift for entrepreneurs like you. As entrepreneurs we know a lot of other entrepreneurs, and two questions are about to drive you crazy:
What can I buy my friend or loved one that’s meaningful? How can I show her how much I support her in her business, and care about her wellbeing?
What are the chances that my friends and loved ones will get ME something that shows how much they support ME in my business, and care about my wellbeing?
I know you’re going to obsess about this because I do. Every year. I struggle to find the right gifts for the people I love, to encourage them, empower them, and let them know I understand it’s not always easy being an entrepreneur.
Tis The Season…
I love Christmas, I love giving gifts, I love the colour and excitement, the decorations, I love the time with my nieces and goddaughters, their infectious joy…but oddly enough I do not (for the most part) love receiving presents.
The reason I agonise so much over what to give others is that I spend most of the year resenting certain people who just don’t ‘get it’. They think I sit around in my PJs binge watching Netflix, playing on social media, and never doing any work. They call when then need me, expecting I’ll drop everything and run right over because it’s not like I have a real job…
It’s not like I have rent and bills to pay, just like them…
It’s not like I lack the security of a steady pay cheque and need to work doubly hard to ensure everything gets paid…
It’s not like I have hoards of staff doing my bidding, or at least helping me do the bidding of others, to ensure everything gets done…
No. Because I’m an entrepreneur. And that’s not really a job, is it?
So Christmas rolls around and I receive gifts that reflect the extent to which the people closest to me do not understand me, or my life.
And that makes me incredibly sad.
I really do find it difficult to be jolly while being forced to endure people complaining constantly about ‘only’ getting a week off (I haven’t take a single full day off over the holidays in five years!). It’s hard to find the fun when you’re always the butt the ‘It’s okay for you, you don’t have a real job!’ jokes. And it’s a struggle to be merry when you have so many gag gifts taking the p**s out of your job, or items that you will never, ever use.
Letters To Santa…
My letter to Santa each year does not include sparkling jewellery and the latest fashions, it includes a virtual assistant, a web designer, a PR specialist, and a cleaner for my house.
Because I have no time to tidy, let alone clean my house, website design and PR are insanely time consuming and not really in my skill set, and I have a To Do list that is so long it frequently crashes Asana.
Writing is my zone of genius. It’s how I earn a living. I’m bloody good at it. The more time I spend doing it the more my business grows, the more my profile grows, the happier my clients are, and the more money I earn.
But running a business isn’t JUST about your zone of genius. You can’t spend all your time doing nothing but that one thing you really LOVE.
Or can you?
Outsourcing really is the way forward once you reach a certain point in your business. Initially, right when you’re first starting out, you probably won’t be able to afford to outsource much, if anything. You will be a one man band. You’ll do everything and it will kill you, body, mind, and soul. It’s worth it, as you will start to succeed, but the more you work the more you realise you can only go so far while you’re doing everything yourself. You have a limited amount of time. The more of that time you dedicate to working in your zone of genius, the better for your business.
But to focus on doing what you do best, someone else has to take over the other stuff. You reach a point where you have to outsource. You can’t continue to grow until you do.
The more you outsource, the more time you can focus on doing what you do best.
Every entrepreneur writing a list to Santa wants one thing: more time.
If you stopped and thought about it you’d realise they don’t need time, but help. Time is finite. Not even Santa can magic up more time, but he can give you help with that To Do list – someone to take over the jobs that AREN’T your zone of genius. The more help you have, the more time you free up.
The Perfect Christmas Gift For Entrepreneurs…
Running your own business is exhausting. It takes an astonishing number of skills: accountancy, marketing, web design, advertising, not to mention writing all the copy that goes with that and, the big one, blogging.
Blogging is a HUGE part of modern business, and it often gets overlooked. It seems less important than all the other stuff you don’t have time for. But your blog is the core of your website, it’s the foundation of any content marketing strategy, it will get you seen, heard, known, ensure you rank well on search engines, and build that all-important know, like, and trust factor between you and potential clients.
Your blog will give you a tribe.
But writing isn’t everyone’s thing. Every entrepreneur has a thing, a specific zone of genius. It’s the foundation of your business, your unique selling point, the reason you’re going to be a success…but it probably isn’t writing.
Maybe you’re not very good, or confident at writing. Maybe you are but you’re fuzzy on how blogging works. Maybe you know that in the hours you spend blogging each week you could be earning a lot more money. Maybe you don’t have the research skills to find all the information you need, or maybe it’s something you just really hate doing.
You should devote your time to that one thing that’s going to make your business soar. You know, the thing you do that nobody else can. The thing you do just a bit differently to everyone else but never seem to have time for because of the endless admin work that comes with being an entrepreneur…
If this sounds like you, or someone you know, read on…
I got to thinking about what I’d LOVE to get for Christmas, what my friends and family could get to negate the teasing comments and put downs about my business, and show me they really do care. That they are supportive. That they believe in me and what I’m doing.
The thing I’d like most is for people to take the load off, get me a few hours with a professional web designer, to do all the things I can’t, or a month of Done For You PR. And I said to myself, “Self, if you weren’t a totally awesome blogger who lived to write, blog bundles would be right at the top of that list!”
So, as the perfect gift for entrepreneurial loved ones, I’m making my blog bundles available as gifts! Whether you’re buying one for a friend or for yourself, it doesn’t matter, every bundle sold in November or December will come with an adorable little typewriter soap!
They’re packed with pure essential lavender oil and lush shea butter, come beautifully presented, and would make a gorgeous gift all on their own BUT they’re even better, because they arrive with the promise of a blog post, or two, of ten!
Written by me, on the topic of your choice, all my blogs are researched to the highest standard, crafted to perfection, and come with a snazzy heading, SEO optimisation, Tweetables, memes, and a feature and header image. Choose from my Bitchin’ Blog Posts or my Killer Book Reviews. They’re available as single posts or in bundles, and no matter what you choose, if you buy in November or December you’ll get a free typewriter soap!
And the best bit?
There’s ZERO extra charge! You don’t pay a penny in postage. Consider the addition of a super snazzy Christmas typewriter soap my gift to you – whether you keep it for yourself or give it to someone else is entirely up to you!