So you spent hours… agonising over your blog, Facebook post or video. You’ve worked hard to get the words just right – hoping to make an impact, but when you finally hit publish… NOWT!
Instead of a seismic wave of activity, your carefully crafted words quickly tumble further down the timeline and disappear into the internet abyss.
Hey, sometimes you wonder why you bother at all.
If so, you’re not alone. I’ve felt this way too.
I know what it like to create what you believe to be epic content – only to see it fall on deaf ears. But that doesn’t mean your content is shite. It doesn’t even mean you need to go back to the drawing board.
Let’s be honest, explosive engagement rarely happens overnight.
Even if you know all the copywriting tricks, hacks and techniques, you’re not guaranteed an avalanche of comments, likes, and shares.
That’s because there are other factors at play – and I’m going to reveal some of them in this post. I’ll also share simple tips that will help get your message noticed and start to build that all-important momentum.
So pull your chair a little closer to the screen – it’s a good’un 🙂
1. YOUR VOICE MATTERS
Firstly, let’s start with some context.
I know you’ve heard it before, but it’s worth stating again.
The way we communicate and interact with each other has changed – largely thanks to social media. We’re doing business in the age of online, two-way conversations and information abundance.
It’s NEVER been easier to find people to speak to. You don’t even have to pick up the phone! Instead, pop over to your favourite social platform and enter a conversation that catches your attention.
But difficult too.
You see it’s noisy online. Very noisy.
What’s more, there are other people talking about the same topics and niches as you. So whilst your target customer is out there, how do you ensure it’s your message they tune into – and not your competitor’s?
Enter your voice…
I believe you can’t rely on generic, marketing speak anymore. If you do, you’ll just sound like everyone else. You can’t even rely on your knowledge either. Sure expertise and experience are important for credibility, but I doubt you’re teaching anything that can’t be found elsewhere online.
Here’s the thing…
Your audience aren’t only interested in what you know – they also want to know WHO YOU ARE.
Think about it… this makes TOTAL sense.
The way you show up, interact, and share your expertise will influence how you make your audience feel.
Different experts leave you with different feelings. Different experts open different doors and create different possibilities through their stories, their personality, and their beliefs.
In short, you choose to listen to the one that best resonates with YOU. The one that gets you nodding, excited, and ready to take action. Everyone else… well you just ignore and overlook.
And it’s the same with your audience…
Even if you’ve got the best product and the most experience, if there’s a competitor who has a more powerful, relevant message, you’re going to lose out.
That’s why you can’t rely on the boring, samey corporate speak. You can’t even model someone else’s tone (no matter how tempting it can be!!!) Do that and you’ll be exposed as a fake!
Instead, you have to BE YOURSELF.
Sounds oh so simple, but the reality can be more challenging. It’s not easy dropping your mask, revealing your quirks and idiosyncrasies, and relaxing into your truth.
But I believe this is the only way you can carve out a unique space for your message in the crazy crowded online world.
You see, your personality, your message and your vibration will attract a certain sort of person (whilst repelling others). As a direct result of this you will attract a certain sort of client – people who resonate with you.
In short, when you own your voice, you can build an aligned audience of people who want to engage with you because they like who you are, what you say, and what you stand for.
That’s why I say that 2017 is the year of YOUR voice. Use it to build engagement with a tribe of loyal followers who love you for who you are and what you do.
It’s the first step to creating crazy engagement – BE YOURSELF.
Action: Is your content falling flat because it doesn’t express the real you? Are you writing about the things you think you should write about instead of the things you want to?
2. FIND YOUR YOU
OK, so we’ve established the power of being yourself in your content.
But what does this actually mean?
Here’s my take:
- It means sharing your true personality. Using your words. Speaking in your voice. Not dumbing down your quirks or trying to be the person you think you ought to be
- It’s expressing what you stand for.
- It’s taking ownership of what it is you want to be known for.
- It’s exploring and talking about the outcomes that you want for your audience.
- It’s about explaining WHY you do what you do.
In other words, it’s about sharing your truth and talking from your heart.
It’s also about being real, genuine, and (to use that awful buzzword) ‘authentic’.
You can’t reach this level of showing up without embarking on an inner journey.
This means you have to take the time to look inside and reflect on your life experiences and the origin behind your message, your why, and your beliefs.
Without this inner work, your message can only ever be superficial.
It’s only when you peel away the layers and get under the skin of your message that you can really touch and move people.
But when you do… when you get curious about the things that have shaped you as a person and are shaping your business, you’ll unlock an avalanche of stories.
In short, you’ll be able to draw upon your own set of unique experiences and share these with your audience.
Not only will this allow your message to be entirely unique (because no one lese has lived the same life as you), but it will also you to build deeper levels of connection with your audience.
You see, it’s likely your target audience will resonate with your experiences in some way. If you’ve overcome the challenge your audience currently faces, not only does this give you credibility, but it opens the doors for your clients as to what is possible.
That’s what stories (supported by your personality) can do.
Action: Is your message superficial? Does it sound like your competition’s? If so, perhaps it’s time to dig a little deeper and start telling your stories to boost connection and make an impact. Here’s where to start…
3. MAKE AN IMPACT TO SELL
No one wants to be sold too.
And given the conversational nature of social media, you can’t saturate your online presence with nothing but sales pitches.
You have to add value and help people first. Call it a free taster if you like!
I encourage you to use your content (and your message) to give your audience an insight into how it would be to work with you. Share your best ideas and insights openly so that they can see that you know your stuff.
This decision will help to boost your ‘know, like, trust’ factor.
It builds loyalty too and starts the law of reciprocity in motion. After all, when you give, you create space to receive.
What’s more, when you give up front, your audience will feel more confident when they buy from you. There will be less ‘buyer’s remorse’ because people will have an idea of the quality of the experience they can expect.
I think it’s a good way to do business 🙂
So use your content to educate, motivate, and inspire your audience – and then show them the next steps they can take. I’m a great believer in helping. After all, business is all about people. It’s about using your talents and skills to best help the people who you can serve. Money is simply the form of transaction that we use. It can be as simple as that.
Action: Are you giving enough before you ask for the sale? If you’re nothing but a pitchy salesperson, you may struggle to build the meaningful connections that can lead to a sustainable business.
4. WRITE YOUR HEART
Whilst it helps, you don’t need to be a great copywriter to get people to pay attention to your words.
In fact, I believe a lot of traditional sales tactics – while they work – often leave a nasty aftertaste. I say this because words can be used to press the right buttons that make you believe you need something that won’t necessarily make a big difference to your life. But in that moment, you feel compelled – so you buy.
And whilst this might be great for your sales figures, if clients aren’t satisfied, it won’t do much for your word of mouth.
Any anyway, there are other ways to ‘persuade’ that don’t rely on buzzwords or copywriting hacks.
For example passion and enthusiasm… they will take you a long way. Heartfelt passion touches other people. We feel it too when someone else wholeheartedly believes what they do.
Truth too… I believe as humans, we recognise truth when it is spoken. That’s part of the power of discovering who you are and then sharing your heartfelt message with others. That way you can capture the passion that lies deep within. That passion can (and will) move others.
And remember, it’s emotions that you want to get flowing through your audience’s veins – after all, it’s emotions that push people into action.
So don’t let the myth that you can’t write hold you back.
When you let yourself go, I guarantee you’ll have a LOT more to say than you think. And if you wholeheartedly believe in your message, I believe you’ll have more impact than you think.
Action: Are you held back from creating content because you think you can’t write? Give yourself permission to simply speak your heart and worry less about your technique for now. Remember, if your audience doesn’t know you exist, how can they buy from you?
5. CONTRIBUTE TO GROUPS
It can take a while to build up your personal profile – especially if you’re doing it organically.
Remember, your engagement will be in proportion to your audience size. I used to get frustrated when I saw a small number of engagements on my content – especially when I compared it with others in my niche. I would doubt myself too – maybe I’m not such a great writer after all…
But then I realised that my audience was a lot smaller – and percentage wise, I was actually doing pretty good! In addition, I posted some content in groups (where the audience was bigger) and the engagement soared!
That proved to me that it’s not just about what you have to say – but where you say it.
Of course, focus on building your own audience. That is SUPER important.
But in the meantime, do hang out in groups where your target audience is likely to be. Play by the group rules, don’t poach (that’s bad taste!!), but show up. That way you can connect with more people and begin to spread the word more widely about what you do.
Action: Are you boosting your visibility by showing up in groups where your target customers hang out? It’s a useful way to build your profile, make new connections, and get reassurance that your content does make an impact.
6. BE CONSISTENT
In the past, I’d struggle to create content. I’m run into writer’s block or struggle to think of anything to say.
What’s more, I was also conscious of bombarding people with ‘stuff’.
But here’s the thing…
If people don’t know who you are and what you do, how can they buy from you? In addition, it’s a noisy world out there. If you don’t show up, you can be easily forgotten. And if you’re not careful, someone else will always be ready to take your place.
So if you’re serious about getting your message heard, you MUST create content consistently.
Remember, each time to have something to say is another opportunity to interact and engage with your audience.
The more visible you are, the more opportunities you’ll create.
So make a commitment to create content to a given timescale. Once a month, once a week, or daily? Start with a timescale that you can commit to so you have a greater chance of success. And remember, you don’t need to create a piece of content in one sitting. Instead, you could schedule in bite-sized sessions throughout the week.
The key is to make content creation something you do on a regular basis.
Your brain has a funny way of delivering the good when you expect it to – so don’t worry about running out of things to say. And remember, sharing your message is a muscle. The more you do it, the easier it becomes. As with anything you do sporadically, it’s harder if it’s not a habit.
One more thing… If you believe in your message, you owe it to yourself (and your audience) to keep sharing. So quit the excuses and get your message out there.
Action: Are you struggling to get traction because your message sharing is inconsistent, ad hoc, and sporadic? You’ll boost your impact significantly just by showing up consistently and more frequently. Try it for yourself and see.
It’s a myth that your message exists as a done ‘thing’ on a webpage somewhere.
Your message is in constant flux – because it’s influenced by your life. Each new experience or insight you have will subtly shift your message. That’s another reason to share it consistently – so the evolution can happen.
So bring your message to life on a daily basis. For example, write a blog a week. Post daily on social media or send frequent emails to your list (or a combination of all of these). Whatever works for you.
Make new distinctions and observations and share those with your audience – and in doing so, you will evolve too. After all, your business is an extension of you. It’s an expression of you.
The more you stretch it, the more you can grow into the best version of yourself and open up that capacity and potential within.
Action: Is your message stifled because you’ve not allowed it to shift or evolve? If so, freshen it up by reflecting on what’s changed with your thinking and start to update what you say so it remains current and relevant to where you are right now.
8. CHECK YOUR LAYOUT
Here’s a technical tip, which can make a world of difference.
I said you don’t need to be an ace copywriter to get heard. That said, you can adopt some copywriting tips to help your words make more impact.
So here’s a super simple one…
Remember that noisy world out there, which your message is entering?
Don’t put your audience off by presenting them with a big block of dense text.
Instead, fragment your posts (like I have done here). Short sentences and short paragraphs make your words easier to read – because your post will be easier on the eye.
You don’t have to stick tightly to the rules of grammar.
You’re not out to ace your English exam!!
Instead, you’re writing for impact, attention, and engagement. So write conversationally and break it up.
Anything you can do to get people reading in the first place is always worthwhile. I promise you J
Action: Is your content lying unread because its density is off putting? This is an easy fix. Simple fragment your post by adding lots of line breaks. Easy on the eye = more likely to be read.
9. FOCUS YOUR INTENTION
When you get into content creation mode do you just sit down and write or do you first think about what it is you want to achieve.
Let me give you an example…
I love deep and meaningful.
I’m not so interested in the superficial. I like to get under the surface and into the nitty gritty – because I believe that’s where the magic is found.
So when I create content, I like to go deep. I want to get you thinking. I want to know what YOU think. I want to know what drives and motivates you.
It’s why I like to be thought-provoking and to give you ideas and insights you can mull over and contemplate. In other words, I want to create new possibilities for you and show you how you could get the results that you want.
I also want to inspire you to take action and show up with your story because I believe the world needs your voice.
Your story and personal experiences can make a difference to other people. There are likely people out there – right now – who if they discovered how you overcame a challenge, would realise they could too.
I get it…
It’s not always easy showing up as the real you.
It may make you fearful. What will people think? Who are you to have these ideas? What if no one is interested?
I’ve struggled with all of the above. I had some really good reasons why too! There are some stories from my past (such as bullying), which kept me small and made me want to hide.
But when I did, I missed out on so much.
It’s liberating, energising, and satisfying to know that your voice matters. To know that your message can make a difference. But you won’t know its potential until you show up with the intention of having an impact.
So I encourage you to GO FOR IT…
Action: What is your intention when creating content? What do you want to happen as a result of your audience reading your words or listening to your videos.
10. HAVE FAITH
It can take time to get traction and momentum going.
It’s easy to get demoralised – especially when you see other people smashing it.
But here’s the thing…
You need more that the right words to get noticed. As I’ve shown you, you also need to harness your personality, appeal to the right people, and get yourself known for the thing that you do best.
Personally, I’m not at this point quite yet (but I’m making progress).
But I see what has happened to others ahead of me…
When you find your voice, believe in your message, and commit to showing consistently with impactful, quality content people will notice.
- Your audience will grow organically
- You’ll get more engagement
- Other people will start talking about you and raving about you
- Your content will get shared
- You get recommended (and that can lead to a stream of new people)
The key is to be patient.
Keep at it.
Keep exploring, experimenting, and putting your voice out there – in multiple ways.
Action: If you know in your heart that you’re talking about the right things, you’ve got to give yourself the space and time to make things happen.
So tell me… are you ready to up your game?
Do you have a message that you feel passionate about and are ready to explore how you could bring this to the world?
How could you use some of these tips to drive up your impact and ensure your audience knows who you are and what you do.
And if you want to develop this further, a good place to start is with my FREE Message Maker email course. You can get instant access here.