What to post when you don’t know WTF to post to attract more perfect-fit clients
It’s Monday morning and you’ve got a vanilla latte in hand ready to dive into writing posts that attract more perfect-fit clients—the ones that know on a soul level that they just HAVE to work with you.
You open up a fresh Google Doc, ready to go, when all of a sudden… you go blank. You sit there staring at that blinking cursor when those thoughts start to creep in…
“Do I have anything to say that hasn’t already been said?”
“Doesn’t this sound like something ChatGPT could write?”
“My follower count is dropping on Instagram… is anyone even reading this?”
The mental gymnastics around posting are real, but I also know that they are 100% worth working through because your content is how you’re going to attract more perfect-fit clients.
Not only that, but I know that Future You, the version of you with the thriving business and life, posts content with so much more ease and she lands consistent clients because of it.
This is because she decided to continue showing up (even when it felt hard) so that one day it could feel SO much easier.
The truth is that your perfect-fit clients are waiting to hear from you.
They’re waiting for your content because it deeply resonates with them in a way that only you can.
They’re waiting to hear about your offer because it solves a very real problem that they’re facing.
But they can only work with you if they know you’re open for business—which means staying top-of-mind with your amazing content so they can find you!
So here’s my gift to you for the next time you’re staring at a blinking cursor, thinking everyone is doing it so much better than you, and you don’t know what the eff to say today (because let’s be real, we’ve all been there!).
Sales Content
Okay, okay, I know. I’m a Mindset + Sales coach so I can’t help but start with this one!
While I’m a strong believer that you are ALWAYS selling something in your business—whether that’s selling people on downloading your freebie, selling them on joining your latest challenge, or selling them on your signature offer… you are always selling.
So I strongly encourage you to weave selling into the following types of content that I share here, but it’s also worth mentioning that there are times that call for a more direct approach.
Meaning, tell them you’ve got a thing that you want them to join and BE DIRECT.
I know it’s so easy to want to add a P.S. at the end or make it an afterthought but remember that people are scrolling for a fraction of a second and you need to catch their attention.
Hint: Make the image the point you’re trying to make like: “Join the free challenge” or “Download the Template” or “Doors Open for the Mastermind” or “Recent Client Wins”. AKA just tell them the thing!
Value-Based Content
The best way to do this? Look at the questions that your clients are ALREADY asking you.
I’m serious. Think back to your last client call, look at your DMs, pull up your intake questionnaire. What are they asking? What do they want to know in their own words? Now go talk about that!
Write content that speaks to the problems that your current clients are facing and you’re going to attract more people who have that very same problem. It’s as simple as that.
For example, if you’re a brand designer: This is as easy as a quick video scrolling through your Pinterest board and sharing a tip for paring it down into a curated mood board.
Psst… This blog post is a great example of value-based content.
Personal Stories
Often your mess becomes your message. You are a living, breathing, walking, talking example of the work that you do. You’re embodying it daily. So lean into that!
It may seem small or boring to you—but that’s simply because you’re so close to it. There is someone in your audience right now who DREAMS of having the results that you’ve already created.
Share how you’re embodying the work that you do—what is the transformation you’ve experienced?
Let’s say you’re a business coach: This could be as simple as snapping a quick video for Instagram Stories of a lovely bubble bath and sharing how you used to struggle to write content and now it flows easily while you’re enjoying a mid-day soak.
Client Stories
Your potential clients want to see what’s possible for them if they become paying clients. The best way to illustrate this is to share stories of your past clients (anonymously or with permission)!
Think back, where was your client when she hired you? What were her goals and what was she struggling most with?
Then share the work you did together to create those results. What were the breakthrough moments, the most exciting parts, or the wins she celebrated along the way?
Then, where was she at the end of your work together? This is content that really SELLS what it’s like to work with you and the results that are possible.
Let’s say you’re a copywriter: Maybe your client came to you struggling with how to communicate her offer—people didn’t really GET what she did. You helped her clarify her messaging, tighten up the copy for her offer, and wrote a clear sales page that has already converted 3 clients in the month it’s been up. That would make a great carousel post!
Problem Awareness Content
Remember, your potential clients still have a problem that you, and only you, can help them solve in the magical way that you do.
The more you help your potential clients SEE the problem that they’re facing and why you’re the exact perfect person to help them, the warmer they become.
Pair that with empowering them to make a change and the more likely they are to buy.
The easiest way to do this? Look at what they THINK is the problem vs. what you KNOW is the solution and speak to THAT.
Let’s say you’re a career coach: Your clients may THINK that the problem is that they’re not making enough money in their current position (which may be true) but you know the solution lies in cultivating the confidence to negotiate and ask for more money whether it’s in this job or the next one. Help her see that and she’s THAT much close to hiring you to help with that!
Behind-the-Scenes
This is probably the easiest to create but the most often forgotten. What do you do when you’re not at your desk? Who are YOU outside of your business? That’s what people want to know.
And while it may seem obvious to you, it isn’t so obvious to everyone else. This helps to build that like, know, and trust factor that is essential to people feeling connected to you and building a relationship with you.
Remember, humans buy from other humans. That is what Sincere Sales™ is all about. So give them a glimpse behind the curtain and show them what a Swiftie you really are (where are my other Swifties at?!) or what you were up to over the weekend with a few snapshots!
We want to get to know you. Trust me.
The bottom line:
When so many of my Future You clients first come to me, they’re struggling to sell in a way that feels good and gets their perfect-fit clients excited to buy.
They don’t know what to post because they aren’t clear themselves on the transformation they’re selling and how to talk about it.
That’s why finding clarity is so important when it comes to landing clients because nothing is harder than selling when you don’t know what you’re selling!
If you’re struggling to talk about the work you do in a way that resonates and lands clients on repeat, I invite you to take me up on one of my free 30-minute, Sincere Sales coaching calls.
Together, we’ll get to the root of your biggest mindset block when it comes to landing clients, whether that’s what result you’re selling, what to write in content, or something else entirely, so you can shift it for more clients and cash!
Share with me in the comments:
Which post from the list above are you going to write next?
