If you want your posts to actually be seen, get attention, get people drawn in and reading to the end and actually get the DM about your program…
There’s one simple question to ask yourself.
“At the beginning of the post, am I drawing the potential client in with the words THEY would say?”
Seems basic… but most people get this wrong!
Here are some beginnings of posts that I’ve seen over the past 24 hours alone:
“Want to eliminate imposter syndrome from your belief system?”
“How to master your coaching sales funnel”
“I’m inviting you to join my Facebook group for success seekers”
“Here’s why solid foundations are vital in order to build a profitable business.”
.
Most of you reading this are entrepreneurs. So, I ask you: have you ever lain awake at night thinking any of these things?
Or had drinks with a friend and said these things out loud?
“I want to eliminate impostor syndrome from my belief system”
“I want to master my coaching sales funnel”
“I’m a success seeker”
“I need solid foundations for a profitable business”
Think about it for a sec.
I’ll wait… 🙂
These things are all said in the overly-formal, jargon-y way that goes through the expert service pro’s mind.
Not the down-to-earth, simple way that people think and talk about their problems when they’re chatting with a friend or lying awake worrying about something.
I’d love to be able to tell you how I’d re-word all of these…
But the problem is, they’re SO unclear that I’m not even sure how to re-word them.
I’d need to talk to the people who wrote them and dig up some info on who their clients are and what kind of problem they’re really solving.
So – just a guess – maybe the impostor syndrome one becomes, “Want to never second-guess yourself again about whether you’re smart enough or qualified enough to be charging the prices you’re charging?”
(If, in fact, the impostor syndrome expert addresses things like pricing – that’s what I’d have to find out)
And maybe the “master my sales funnel” one becomes, “How to figure out which of your email list members are a good fit for your offer and which ones aren’t.”
(If that’s a problem that this funnel expert solves – I couldn’t tell from what they wrote, actually!)
The “success seeker” one… not sure about that. It’s pretty wide-open. I’d need to ask a bunch of questions to figure out what kinds of problems this person really solves.
The “solid foundations for a profitable business”… I’m kinda grasping at straws on that one too.
I’m not sure what kinds of “foundations” they mean or if the foundations are really things that are top-of-mind for their ideal clients.
And, the “profitable business” thing is interesting, too.
There can be a variety of different problems that relate to profitability.
Like “I’m making good money – multiple-six figures – but I’m spending SO MUCH TIME to make it. I’d like to work about 40 hours a week, rather than 60.”
Or, “I made six figures on that launch but only took home $20k because of all the ad spend and contractors. Is that normal? Can I find a way to take home more?”
And loads more – I’m sure.
But do most people, in their most down-to-earth normal-person moments, sit around thinking “I need a profitable business! I need a profitable business!” ?
I dunno. Probably not. It’s probably something more specific.
I could go on with hundreds more examples – I think about this stuff every day in client sessions and as I scroll my feed.
But I hope the point is made. 🙂
Some people do pretty well with this whole “talking like your customer” thing but they’re still a COUPLE degrees off from how their ideal client would say it.
You want to slide into your ideal client’s mind like butter.
If there’s any friction whatsoever in their mind when they encounter your post, chances are good they’ll keep scrolling.
Want my help with this? Spotting jargon and re-wording it to be “regular person language” is one of my intuitive gifts. 😉
It’s part of what I help clients with – if they need it – in my 30-day private intensive, where I review folks’ organic posts and high-ticket offers to make them clearer (and adhere more closely to my two content-writing frameworks) to help them consistently bring in pre-sold high-ticket clients (who are a perfect fit for what they do) from social with the least amount of work possible.
Just shoot me a DM on Facebook if you’re interested in that program.
More information about the 30-day private intensive is available here.
And in my Articulate Your Outcome Workshops, I help people to specifically word the overall outcome of their offer in that “regular-person language” that matches what their ideal client is thinking and looking for.
I offer these workshops periodically, and you can always check out this page to find out when the next one will be.
DM me on Facebook if you’re interested in joining.
More information about the workshops is available here.
And – just for funsies – if you have a post headline or opening sentence that you’re playing with, and want to workshop it with me in the comments section of this post, have at it. Let me know what you’ve got so far and we’ll go back and forth a bit. 😉