On this week’s Dear Katie, our question actually stems from a consult that I had this past week (yes, I offer one-off consults). The person had a question for me that I think a lot of my readers likely have, too: How do I get my content to help me make more sales?
Content creators are told to produce large volumes of content to build trust and educate.
However, if none of it leads to sales, it’s time to re-evaluate your strategy.
If you want to create content that will help you make more sales, here are three types of content to focus on.
1. Address Non-Obvious Misconceptions
If you’re thinking, “Wait, is this the right section?” it is.
Misinformation is spread far and wide across the Internet. You can find people repeating wrong information because they’ve heard that it was true and never did their own research on the matter.
If you can debunk these non-obvious misconceptions, people will think, “Wow, I was misinformed.”
For example, we work with a specialty tax credit firm that helps real estate investors with cost segregation studies. Investors in this space often believe that many of these studies are not worth it due to recapture studies.
But this is a non-obvious misconception we leverage to create content and drive sales. Why? Cost segregation studies provide strategic advantages that allow:
- Investors to identify property components with varying depreciable lives.
- Fully depreciated assets to be scrapped or demolished, avoiding recapture taxes because there’s no sale taking place.
I could go into greater detail here, but then this would turn into a cost segregation newsletter.
However, I hope you get the idea.
Take a look at what others are posting. See where you can take an unconventional stand and share insightful information that busts these misconceptions to gain trust and ultimately land new clients.
2. Share Testimonials, Case Studies and Social Proof
You can talk the talk, but can you walk the walk?
It’s one thing to tell prospects that you can help them achieve XYZ, but it’s another to have testimonials and case study examples to prove that you can deliver on your promises.
If you want to increase sales on social media or in general, share testimonials, case studies and social proof.
For example, Facebook Ads have been crushing it for our clients. So, I shared this on an Instagram story as social proof that our strategies work.
The result? Two new clients from these two posts alone.
Don’t just tell prospects what you can do – show them what’s possible when they work with you.
3. Create Offers Sporadically
I’m all about providing value without trying to sell anything to your audience all the time. BUT if you never offer your audience anything, you’re missing out on valuable opportunities to help people (and secure new clients or generate sales while doing so).
Here are a few ways to create offers:
- Attach them to testimonials like the one above. This tactic is so effective because of the social proof that testimonials provide. People can see that it’s possible to achieve their goals because you’ve already helped other people do exactly that.
- Run a limited-time offer. Limited-time deals create a sense of urgency, encouraging people to act now. Research shows that, depending on the niche, sales can increase by up to 34% when running limited-time offers.
I personally run limited-time offers to my email list a few times a year.
For example, I may open up our Stand Out Program, which is a high-touch program where we handle your social media, create your social media content, write blogs and newsletters for you, and more.
Whenever I open this program, I send an offer out to my email list.
One of my clients has an online course and also uses this tactic. She ran a tax day special, where she offered a discount on her course just for April 15th.
I LOVE limited-time offers, but make sure that you’re actually offering a limited-time promotion. Don’t create fake urgency for the sake of generating sales.
For example, my Stand Out Program truly is closed when I say it is, so clients know that when I open it up, they have a limited window of time to take advantage of it.
And, that’s a wrap on this Dear Katie question. Use these three types of content to generate more sales in your firm.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
Frequently Asked Questions
Start by researching common beliefs in your field and look for areas where misinformation is prevalent. Engage with your audience through surveys or social media to understand their perceptions and identify misconceptions you can address.
Focus on testimonials that highlight specific results or transformations your clients have experienced. Case studies that detail the challenges faced and solutions provided can also be very persuasive.
Create offers sporadically, ideally tied to specific events or milestones. Limited-time offers can create urgency, so consider running them a few times a year to encourage immediate action.
Use visuals like graphics or videos to showcase testimonials and case studies. Regularly post success stories and encourage satisfied clients to share their experiences on their own platforms.
Be transparent about the availability of your offers. Clearly communicate the start and end dates, and ensure that once the offer is closed, it remains unavailable to reinforce its exclusivity.
Focus on creating educational content that addresses common misconceptions, shares client success stories, and provides valuable insights. This approach builds trust and positions you as a knowledgeable authority in your field.
