Think you suck at marketing or need to hire a marketing pro? Nope! You probably just need to activate these 2 crucial things in your content…

Most people think they need to spend hours developing content calendars, coming up with monthly themes, having the perfect ideas, words, graphics and visuals or outsource their marketing entirely in order for their content to have an impact and compel a client to sign up…

No, No, No! What matters more than any of those things? Activating two crucial voices in your ideal client’s brain. Allow me to explain…

1) The “they get me” voice.

As they read your posts, blogs or articles, listen to your podcast or watch one of your videos do they come to the realization that you’ve either a) been in their shoes before or b) know the shoes extremely well because you have expertise in working with people like them, with similar fears, struggles, challenges, etc.,

The simplest way to achieve this? Tell your and/or your clients stories regularly.

For example: “There was a time in my life when I struggled with this…and now my life looks like this…” or “The other day a client was struggling with x…here’s what we did about it and this is how things changed for them…”

That’s voice # 1 and it’s super important you activate it for your clients. Otherwise, they’ll keep scrolling, keep consuming until they find someone who does. People love feeling understood. Which brings me to voice #2…

2) The “their process seems like it could help me” voice.

This is where you connect the story (#1) to the solution. You need to be able to put together all of your knowledge and gifts in a way that makes sense, is targeted to a specific person, and makes clear what kind of outcome people can expect from working with you—and you need to be clear and upfront about this in your content constantly, or at least 80% of the time.

Most people struggle to do this, because they’re too close to their own process therefore having an expert help draw it out of you is ideal. But as a general starting point, reflect on your top 3 clients and the journey of your work together from start to finish. What were the exact steps you took with them? You’ll probably start to notice themes emerge, to the point where you can identify 3-5 key steps, or areas of focus, that supported them with going from point A (where they were when they started with you), to point Z (where they were when they finished with you). Start talking about those specific steps in your content and you’ll be providing more transparency and clarity than 90% of other “content” out there :)

As an example, making sure that your offer is designed, positioned and leveraged in a way that calls forward the very best clients, and that you can effectively communicate these things in writing, and to a potential client in front of you is just one of the things that I do with private clients in my 5-month trusted advisor program. I also support you with putting in place a simple lead generation process that allows you to easily and organically grow your online network by up to 50-100 people per week; teach you powerful high-level client creation skills that will stay with you for a lifetime and that clients will tell you are a breath of fresh air; and show you how to create an elegant enrollment tool that removes the need for sales calls and allows these new connections to show up to a brief chat or messenger exchange prequalified, self-sold, who trust you, are ready to do the work and happy to pay your fees.

My 4-step method designed to trigger the “their process seems like it could help me voice”—distilled in less than 5 sentences :)

Try checking your content for these things and making these adjustments for the next 90 days—you’ll be amazed at the difference it makes.

And as always, if you’d like some help with it just reach out.