how to share compelling content when you’re a done-for-you business
This question has been popping up lately from my copy coaching clients:
What do you write about when your clients don’t care about behind the scenes of what you do?
You want your potential clients to become obsessed with every word you write, but how do you do that when your expertise is the reason clients hire you? They only want your output and have no desire to understand what goes into the how of your work.
I know this all too well. As a copywriter, my clients hire me to take all the writing work off their plates, and they give zero shits about writing advice. They don’t want advice on how to write better; they only want it done.
So what the heck do I write about?
Most of my clients come to me from referrals and relationships — not often from an automated funnel, ad, or another disconnected source.
We discuss this a lot inside the Unfussy Writing Community. Here are some more examples of people who weren’t sure what to write about.
An Online Business Manager (OBM) knows that her clients don’t want to know how to run a project like a boss or create a workflow. Their backend systems are a hot mess, and that’s why they hire her.
A tech expert knows that her prospective clients don’t want to read about how to connect a Mailchimp form to a WordPress website, or how to inject a few lines of code into the back end.
A brand designer knows her audience doesn’t want to know about Pantone, color theory, or the components of good design.
We are experts at what we do. We know our shit. And when we dive in to write content about what we know, that has nothing to do with our audience. Sure, our peers might find that stuff helpful — but are you writing for your peers, or are you writing to connect with your potential clients to help bring them to the yard?
I bumped into this several months ago when I was heading down the path of creating two distinct websites — one all about writing advice, and one that was more personal with my stories that often had nothing to with writing.
Then I realized that the authors and lifestyle brands I love most all share about all the things that make them unique. I love discovering a great book, and then reading more about the behind the scenes of their lives.
Do you know what your clients DO want to hear about?
YOU.
You are what makes your business and your offer special.
You are the one they want to connect with and learn to trust when they visit your website for the first time.
People want to work with people who they know, like, and trust. And the best way to do that is to share more about you, your stories, and your clients’ stories.
Here’s what that might look like:
I tell stories about A-HA moments that come from life, parenting, and business
I show behind the scenes details of what’s going on in my book writing process
Designers show behind the scenes about what goes into a brand design
A tarot reader talks about her favorite stones, books, and brand of chocolate
A tech expert will share about her spiritual journey
The marketing expert will share her foundational beliefs
You bring so much more to the table than your skillset. Ultimately, that’s what your people are looking for when they go asking your friends.
We want to know the you behind the color-coordinated Instagram grid. How where you grew up shaped you into who you are today. How your former corporate experience makes you a badass business owner.
It’s about relatability. They want to know they can trust you. In a personal, high-touch, and service-based business, they want to get to know you before you exchange money and start working together.
It’s about the human behind the screen — all the things that make you — you. And the more you can do THAT — the less you can worry about so-called “competitors.” This is what makes competition irrelevant.
Here are some questions to consider as you think about what you can write about:
How did you come to do this work? Tell your story. What did you do first? Did you always want to do this work
Why do you do this work? Beyond a paycheck, why do you care?
Was there a low point that took you to where you are today?
What makes you angry about your industry? How does this make you different?
What did you use to believe to be true about your industry? Were you surprised?
What do you believe today?
What lights you up? What gets you out of bed on Monday mornings?
How do you feel when you sit down to work each day? How do you feel when you dig into a brand new project?
What do you love to read? Write? Paint? Watch on Netflix?
Did you have a sh*tty moment, low point, or A-HA moment that brought you to where you are today?
What experiences do you have that make you incredible at your job?
What do clients constantly compliment you on?
What are people always asking you for advice on?
What stories can you share about your clients or their experiences that lead to showing off your credibility?
What would people be surprised to know about you?
Okay, great, now that you have a bunch of random content ideas, compile your answers in a big brainstorm, then decide what you’ll share. If you like the idea of a content plan and having the next three months of content laid out, start ordering some of your ideas.
If you prefer to write when inspiration hits, consider keeping a running list of all the content topics you could possibly cover. When it comes time to write, choose the one that you’re most excited to write.
Find this helpful? There’s more where this came from!
