On this week’s Dear Katie, I was asked a question from someone who is trying to provide value but isn’t making money. The question was: People say to provide value in your content. If you’re always providing value, not to be a jerk, but how do you make money? 

I’ve been hearing a lot of chatter about creating content without selling.

But if you want to make money, you need to show your audience that you can solve their problems. Trust and confidence in you and what pain points you can solve are so important because 70% of consumers state that trust is more important than ever.

When we work with clients, we also include promotional posts that add value.

Of course, every post we make has intention behind it and we showcase something behind it:

• A client win
• A testimonial
• An offer

Since we ghostwrite for all of our clients, I’ll show you one example of my own content that led to four inbound inquiries and a new client in one day:

This post landed me a client even though it was promotional. I am a champion of selling through your content for three main reasons:

1. Promo Posts Build Authority

If you’re posting regularly but not seeing prospects roll in, it’s likely because you haven’t built enough authority yet.

Building authority isn’t just about gaining followers; it’s about proving to your audience that you know your stuff. 

If you don’t have authority, you won’t earn the trust you need to attract prospects.

So, how do you build credibility? Share testimonials and wins along with your offers.

2. Selling is How You Serve (and How You Make Money)

Selling is serving.

I know what you’re thinking, “No duh!” 

But it’s still something that has to be said: to make money, you need to sell.

So many creators and coaches will say that you have to give, give, give.

And I 100000% agree. 

Just look at this newsletter. 

We’re now on episode 85, and it has taken hours of my time (all for free) to create each one. I’m definitely a big believer in giving.

So are many business owners. An estimated 43% of them spend six hours a week on social media marketing, which includes creating valuable content.

But ultimately, selling is what drives revenue.

If you want to make money, you need to remind people that you’re here to solve their problems. 

3. Promo Posts Create Balance

Mixing promo posts into your content plan will create balance, allowing you to build authority and grow your sales without overdoing it.

Because here’s the thing: selling is important, but you don’t want to go overboard. 

If you’re constantly promoting your services, it will turn your audience off.

At the same time, you can’t ignore promo posts.

The key to success is balance. You’ll still post educational content that shares your story and shows off your personality, but you’ll mix in promo posts whenever they make sense.

By taking a balanced approach, your content can do everything it needs to:

• Build trust
• Grow your audience
• Convert followers into clients

The trick is to take a strategic approach – one that won’t burn your audience out.

But which type of content offers a balance that boosts sales without pushing your audience away at the same time? I’ve found three types of content work extremely well for me:

1. Addressing nonobvious misconceptions.
2. Share testimonials, social proof and case studies that show you can do more than just talk the talk – you can walk the walk.
3. Create offers that are specific to your audience, are compelling with a specific outcome, and are time sensitive. 

Strategic posting like this keeps your audience engaged and happy to read your posts.

And, that’s a wrap on this Dear Katie question.

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Now I want to hear from you. Do you have a question? 

Submit it here

Until next time, cheers to your success!

Katie