One of the best ways I know of to get people to actually read your posts and watch your videos (so you have a shot at actually getting clients from them) is to have each post/video focus on a problem that your ideal clients have… or a solution that they want.
Wait… what’s that, you say? You already know that? You’re already doing that?
Most of us THINK we know that and are doing that. 
But I see examples every day where the topic of a post or a video is just slightly (or extremely) “off” from what the potential client would be wondering about or wanting to solve.
(To be honest, content that ISN’T “off” in this respect is very, very rare.)
I chat with my clients and members of my free Facebook group about this all the time when I review their content.
Just a couple of days ago, a member of my group asked me to check out a video she’d created and give feedback.
The title of the video was, “What does starting an online course business actually look like?”
My very first instinct was that I’d just scroll past that video if it had happened to cross my feed. I was already working way too hard to comprehend it.
Based on that title, I couldn’t envision what that video was actually going to be about, or what problems it might answer/clarify for me. It sounded pretty vague.
When I gave the group member this feedback, her response was that her audience is people who don’t really know what starting an online course business entails, so she thought that title would appeal.
For example, she had recently met someone who told her, “I’ve been thinking of selling some video trainings, so like what does that entail? Do I just record some videos and send them out or post them somewhere and that’s about it? Or what do I have to do?”
This made total sense, of course.
But I pointed out that the wording of her video title was actually pretty different from the wording of what the guy had asked her.
He basically asked “what do I have to do to sell some video trainings?”
That was a pretty specific question, and included an actual problem/outcome – “sell video trainings.”
But her title had been, “What does starting an online course business actually look like?”
Which doesn’t include an outcome, and “online course” is much more vague than “video trainings.”
This might seem like a small difference in wording, but I actually see it as a huge one.
(These are the kinds of seemingly-small tweaks that I help people to make all the time, and I constantly hear feedback after the tweaks are made, that people attract more and better-fit clients, with fewer or no objections.)
I actually see this whole “start a business” wording a lot with my clients who serve aspiring business owners. And the problem with that is that it can mean so many different things.
I mean, you could rent a storefront, put an “open” sign on the door, get a business license or whatever else is needed, print business cards, etc. – and you would have technically “started a business.”
Even though you didn’t actually sell anything yet.
Most people who are looking to “start a business” have something more specific in mind that they would like to achieve – and it’s usually some version of “get paying clients/customers.”
(There are infinite versions of that, of course – from “get my very first paying customer” to “have my first profitable year.”)
Just as that guy said in the example above – he wanted to “sell video trainings,” not “start an online course business.”
When we use “off” wording, it’s not that people have zero idea what it means. It’s that it doesn’t GRAB them.
And grabbing people is what we want to do in the noisy social media feed (or anywhere, tbh!). We can’t count on people to stop and hover over a post that didn’t grab them, and ponder all the possible meanings of it, and DM us to find out which meaning is the right one…
Now, there’s another layer to this as well, which is that people are actually nervous to write/create content that talks about the outcomes that their ideal clients actually want.
(and they might not even be aware that this is going on subconsciously)
The “start a business” people often don’t want to create content that talks about “how to get your first customer” – even though deep down, they know that wording is more in line with what their potential clients want – because that is more concrete and therefore feels like more responsibility.
(I mean, what if you say you help people attract their first customer and then your clients don’t actually end up doing that? That’d be a pretty scary thing, right? Much easier and safer to say you help them “start a business” because then they don’t have to actually get a client for you to have done what you said you help people to do.)
The thing is, some types of people/clients will be more able to attract their first customer with your help, and others will be less able to do so.
You’ve got to discern what knowledge, traits, and pre-requisites they need to have to be able to have the best shot at that result with you.
Some of the deepest work that I do with my paying clients is to help them understand how to articulate who is best able to get results with them.
This gives them more confidence to use the wording that actually matches what their ideal clients would want, because they’re more confident that the RIGHT people would achieve those things with them.
And of course, I also help my clients to discern the blueprint for their specific business to make sure EVERY piece of content they write or create is something that’s dead-on with the wording of what it’s solving for their ideal client.
There’s a formula to this, and once you see how to apply it to your business, you’ll be able to do it over and over again.
(Whereas when I just point out one thing about one piece of content for someone who’s not my client, I always wonder if they’re able to figure out the principle behind the insight that I shared, such that they can transfer the insight to everything else they write in the future.)
I have two specific post-writing frameworks that allow you to communicate all of the above distinctions (what outcome/s your clients actually want, what type of person is the best fit to get those outcomes), and more!
After we get clear on the distinctions, I help you to write posts in these two frameworks.
(The two frameworks are for an offer post and a value post)
I also help with growing your organic audience and doing simple sales chats over Messenger if you want help with those things.
(The addition of these two things is what allows your awesome posts to actually bring you paying clients on a regular basis.)
I do all of this work in a 30-day private intensive.
If you’re interested, just send me a DM on Facebook.
All details about the intensive are available here.