So, What’s The Key to Writing Content That Sells? How To Choose What To Create.


You must narrow focus in order to gain clients. It’s a fact of life.  But, for some Creatives, this can be torture. We artistic, soul-centered entrepreneurs don’t like to be put in a “box.”   Words like “niche” and “focus” can send any one of us screaming into the corner.  Pondering niching our business immediately brings up to questions like, “Does this mean I have to be X for the rest of my life?” or “You mean, I can never write or create content on anything else, ever?” Yet, when someone comes to your website or you are asked what it is that you “do,” you can’t accurately describe it.

We can come up with all sorts of unique titles that sound like captions to fine art instead of what we do for business. And then, when we tell someone we are “a midwife to laboring heart-centered women entrepreneurs,”  they look at us like, “Huh?!? You what?”

So, what’s the key to writing content that sells?

key to creating content that sells marketing

Here’s the bottom line. You are not in business for you.  Ultimately, you are in business to serve others.  A successful and fulfilling business lies at the intersection of what you love to to do and the filling someones need.  In order to be relevant, you have to be able to write content in a way that points the way to what you’re all about and defines your business as something recognizable to those looking for you.  When someone consumes your content, and is asked what it is you do, they should be able to hypothetically turn to a topic in the Yellow Pages where you would be found. Every piece of content you create should in some way relate to that one topic. 

Because we are constantly bombarded with bog posts, images, news articles and everything else under the sun every time we open our Facebook or Twitter feed, it’s essential to determine exactly what topics your target client finds valuable and enjoys.  Writing posts on whatever crosses your mind at the time can be disastrous in your effort to connect with and eventually convert your potential client.  This is because even though you may gain a wide readership and mailing list, it will be so dis-jointed that when you send out an offering only 25% of them will be interested (depending on what topic you’re currently on).

Because you don’t know exactly what your focus is, no one else will know either.

So, what is the key to creating content that sells; content that your clients as a whole want to consume?

1. Choose ONE Topic that you will lead with.

Begin by choosing a topic that you are interested in or that you consume on a regular basis. Look at the books you regularly read, the people you usually follow online and the things you consistently Google or #hashtag on Twitter. Choose a topic broad enough that other topics you love can fall underneath it but narrow enough that when you mention it to someone they would understand what you are talking about.  For me, my base topic is purpose-driven entrepreneurship.  Even though I write on varying topics such as leadership, business strategy, online marketing, and even spirituality and my personal life, they all can be tied back to the ONE topic of building a business that embodies your purpose for existing on this planet.

2. Determine 10-15 sub-topics that fall under your base topic.

Once you have determined your leading topic, choose several sub-topics that fall in line with it.  As you are brainstorming these sub-topics, think about questions your target audience asks you over and over.  What are their problems and challenges?  What keeps them up at night?  If they were looking in a phone book for the answer to these problems, what words would they be looking up?  What section of a library would they go to that matches with your gifts and talents.

Another way to do this is by researching the archives of your industry peers.  Take a look at those who share your client bases and see what topics they write on.  Do this across several people you follow and then from a master list of categories, create your own.

Once you’ve got your list, enter them into your blog category slots on WordPress (or wherever you write).  Then, whenever you set out to write a post, you’ll have set topics to choose from that will keep you on target and your audience understanding who you are and what you do.

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