Visibility Isn’t The Goal. Conversion Is.

It's easy to lose sight of the goal in today's social media and content marketing world.

For most founders, the pendulum swings between hating the idea of putting themselves "out there" and becoming totally obsessed (even emotionally controlled) by vanity metrics.

In our defence, dopamine hits are real and the desire to be liked by strangers on the internet is powerful.

But when that happens, we've lost the script, and that's the #1 reason our content marketing isn't leading to clients.

If that's your current situation, here's 3 tips to get you headed in the right direction:

Tip #1: Prospects Aren't Looking For Friends, Although It Does Help To Be Friendly

When was the last time you chose your doctor or lawyer solely based on the fact that they could seamlessly become part of your friend group?

Exactly.

When seeking an expert, their display of competence comes first...then if they're friendly [bonus] it's a wrap, #hired!

Your people are out there. Show them that you know your stuff. That's all they're waiting for...to be convinced that you're the one who can deliver the transformation they need.

So, position yourself as an authority, not as a friend. That's the difference between likes and getting paid.

Does this feel a little uptight? Yes.

But before you have a reputation/brand that means something in the marketplace, the only bankable thing you have is your expertise.

Even Tony Robbins, global superstar, who can smile and people would buy 'whatever' just to be in his presence still has to prove himself when he's entering a new market.

Learn from the best. Tony Robbins doesn't leave his positioning to chance.

When he wanted to be seen more as a business leader and less like 'the motivational or personal development guy', he authored brand positioning books. Money: Master the Game: 7 Simple Steps to Financial Freedom and The Holy Grail of Investing: The World's Greatest Investors Reveal Their Ultimate Strategies for Financial Freedom was Tony Robbins sticking his stake in the ground as a business authority.

Content marketing is your opportunity to control the narrative of how people see you.

Stick your flag in the ground! Who are you? And what makes you an authority?

Tip #2: Start With A Hypothesis: Who Is Your Client? Then Speak Directly To That Client.

Don't talk to everyone.

Ignore your old workmates, friends, and family. Speak only to your buyer.

Think about how we act when we want to be liked by everyone:

• We people please, to be 'safe' we stick to neutral topics.

• We only say things we believe they'd like to hear.

• We adjust ourselves to match their expectations. Whether that's shrinking ourselves or making ourselves un-naturally louder.

  
  

We become inauthentic and our energy loses it's potential to inspire action.

Not a big deal in casual settings, but a tremendous missed opportunity if you're building your personal brand to grow your business.

Communicate with intention.

The best salesperson tailors their pitch to the person right in front of them. If your buyer has a dog, that changes what they're looking for. If your buyer has 4 children under the age of 8, that changes how they buy. If your buyer is a high earner with little leisure time, that shifts what they're interested in.

Don't be general. Be very specific to your target client's needs and situation.

State your opinion confidently on why your solution is right for this target client.

"People buy from people they know, like, and TRUST." ~ anonymous

There's a space in the marketplace that you can own, but it has to be authentic to who you are.

Remember: Content marketing politicians don’t get paid.

Tip #3: In An Age Of AI, Human Touch Wins

Superficial content isn't going to cut it anymore.

People aren't interested in more information. They crave something more.

1. Guidance

2. Application

3. Experience

This is where your unique differentiation, that human touch wins every time.

Your prospective client knows they can get the same information from chatGPT but there's a way that you come across, and an ability to inspire and guide them through transformation that makes them say 'Yes, sign me up!'

It's your relatable or inspiring journey that moves a prospect to say "I want to work with her or him."

You have a gift for teaching on this matter that leads to a transformation that AI can't match.

Share your wisdom and quirkiness.

Don't be lukewarm. Bring the heat.

And, Yes! This comes with a cost.

You will repel some and you will lead your people to lean in because you're talking to them about things that matter to them and showcasing your solution in your own unique way.

Use these 3 tips to dial in on showing up as yourself, and watch the clients walk through your open for business door.

You've got what it takes.

Show them, so they can believe it.

Blessings!

Business Communications Strategist

Founder-led Media Marketing

P.S. Fan into flame the gift God has given you. (derived from 2 Timothy 1:6) …It’s impossible to ignore a flame. #Encouraged

P.S.S. If your content feels like it’s visible but not converting, let’s fix that together.

Learn more about my 1:1 Marketing Messaging Intensive. Turn visibility into conversion with clarity, confidence, and authority.