July 23, 2018
Let me say a few things on the front end before you read this blog:
First off, I don’t think new coaches who are acquiring clients through traditional means should be spending an excessive amount of time on writing blogs. New coaches who are looking for local clients should spend 80-90% of their time building relationships and serving their existing network. So, if you are a new traditional coach, please yield my advice: you’ll get a lot more out of spending time investing in a local networking group than you will sitting behind your computer writing a blog.
Secondly, I think blogging has great value for coaches who are trying to find virtual clients.
Blogs can be much more than articles; they can actually be your own personal touches that allow your potential clients to get to know you, vibe with you, get inspired by you, etc. And, if they are done right, they can actually help you convert a reader who’s interested in your content into a client.
Lastly, coming up with content is work – even if you write shorter blogs.
With that, what does it take to write engaging content? Let me share 6 tips on writing engaging blogs:
I’ve said in previous blogs that it takes a good 5-8 personal, meaningful touches to convert a potential client into a paying client. That means that your content itself should be personal and meaningful.
When I say “personal and meaningful,” I’m saying that the content has benefit and adds value to your audience.
Don’t be afraid of giving your audience great content. Don’t do a bait and switch offering “7 Steps…” and give them 1 only one step asking them to pay for the other 6. Remember: giver’s gain. If you’ll serve your audience with great content, you’ll press the right relational buttons that will move them towards becoming your client.
Great benefits and added value from your content translates into your audience seeing you as someone they can trust, that they like, and that is an authority who could help them get to the next level in their life.
Like I said, writing content and having fresh ideas is hard work. So quit racking your brain!
Who has the best ideas that you haven’t though of yet? Your audience does! Ask them!
The best way to keep your audience engaged is to only write about things that they are interested in. Engage them in the process of what ideas, what questions, what challenges they want to hear about, and you’ll never run out of ideas.
Quit guessing, and make them do all the work!
Listen: people may think your content is amazing, but there are billions of webpages an individual could click to in a millisecond.
No one wants to read a book, a short story, or even a magazine article on a webpage. Keep it short and to the point.
If you are really feeling the burden to write longer than 500 words, turn the blog post into a series of articles. A series can help you conserve ideas for weeks to come.
Most new coaches who want to build an online audience don’t realize they need to have an actual online strategy. So you’ll find a coach who writes a couple of blogs in a week, then goes dark for 10 days before writing another, etc.
I don’t think you have to write every day, but I do think that if you want to blog, you should keep a consistent weekly schedule.
Practically speaking, it will help you create a momentum for your creativity when you choose which day and time you’re going to sit down and write, as well as what day and time you’re going to publish.
More importantly, your audience needs to be able to count on you to reach out at the same time every week. Consistency builds trust!
You don’t have to sound corporate or like a cold brand.
Show some personality. Don’t be afraid of being funny, vulnerable, etc.
Don’t be afraid of using some tone. Be bossy. Be opinionated. Be an expert if you want to be.
Share personal stories that make you relatable.
Talk about real life. Share what’s working and what’s not. Don’t be heavy and wear people out emotionally, but be willing to be human and show people you don’t have all your ducks in a row.
Relatability equals likability which is critical to converting someone to a client.
Tell people what to do with your content. Make links public, and give your audience one-click ways of sharing your content across all social media channels. There are plenty of free website plugins that will help you accomplish this.
Which leads me to this…
I’D LOVE TO HEAR FROM YOU!
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