How to Create Content that Attracts Clients

I keep hearing the question, “How do you come up with this stuff? When I get to the computer, try to write an article or it’s time to turn on the video to create content on video, I’m just staring at something blank.”

           That used to happen to me too. Then I started using a process that has really worked for me. I have been using this process for a long time. It’s to really think about, “Okay, what is the kind of client that I would like to attract?” It’s very easy when you’re being haphazard about your content to attract all sorts of different types of people and not necessarily the people that you want to attract.

           You can be just starting out in business saying, “Hey, I need to really think about who I want to attract.” But perhaps you’re at a place in your business where I was not too long ago where I started saying, “Okay, I’m attracting a lot of this type of client but I would like to switch my business to also attract this type of client.”

           Once you are clear with that you ask yourself, “What is it that they need most right now? What is it that they’re struggling with and that they need most right now?” When you’ve written that down, you’ve worked that out, you start really paying attention to what’s going on in your life. So for me, if I’m on the phone with a particular client who is my ideal client and they’re having a particular issue like, “Hey, how do you come up with content,” I will actually write that down on a sticky note and put it up on the wall or put it up on the window or something and then go right back to what I’m teaching this client and then I have a topic to attract more of these ideal clients.

           Another way that I’ve come up with content for many, many years is what am I going through. Often you are the type of client that you want to attract. Other people around you are similar to you so what is it that you’re going through that would benefit other people who resemble who you are. So you write that down and actually you make a long list of this: what is it that type of person needs most based on what’s in your life, what your clients come up with, what you’ve helped somebody with today.

           Then when you have twelve or thirteen of these, that’s a quarters worth, three months worth of editorial content. Then you put it together in an editorial schedule. An editorial schedule is where you have a very specific list of topics that you will plug into your calendar so that you never have to stare at a blank page again. How cool is that?

           The very first question to ask yourself is what kind of clients do you want to attract right now. If you are not attracting the kind of client that you want most, then switch your content.

           Number two, what topics would appeal to them? Really think about what is that they’re questioning or having a hard time with right now. That will help you create a list of topics.

           Third is how can you position yourself as a problem solver. A problem solver is somebody who provides solutions, right? People don’t buy processes. You may think they buy a process or they buy you, but really first and foremost, they buy the solutions that you provide. So you must position yourself as a problem solver if you want to attract a lot of clients.

           Number four is to map it out, to write it all down, map it out on your calendar and just follow the process.

           That is your assignment for this week. You’re going to get so many clients with this it’s going to make the whole process so much easier.