Do you ever feel stuck not knowing what to communicate about your business? You go from day to day, wondering what to share with the world, then put something out for the sake of it, only to hear...
Crickets. 🦗
So you hide yourself, thinking no one's interested, you feel deflated, and you start posting more 'it'll do' content, or you simply stop showing up at all....
If this feels familiar, you may have missed one vital step.
You're simply not going deep enough, my love.
Deep on the topics you are an expert in.
Deep on the issues that are close to your heart.
Deep on the things you REALLY want to talk about, but avoid. 🙈
Instead, you're prioritising the surface-level stuff, doing the odd 'about me' post and trending reel to keep up with the hamster wheel of social media.
I'd hazard a guess that you're not giving yourself the time or space to establish yourself as the go-to expert in your field.
In marketing speak, this is called 'positioning'.
Positioning yourself as the go-to, not only in the way you write, speak and do business, but also how you embody what you do, is what will set you apart in your field.
Perhaps that hit a nerve?! If it did, no worries my love, I've got you covered. 🤗
In this blog, I'll be sharing with you how to create deeper, more compelling content, and how to establish yourself as the expert in your field so you can stop chasing your own tail on the short-term marketing train.
But before I delve into that, let me share a story of a time when I felt frustrated with this surface level approach, which led me to change the whole trajectory of my career...
I was a frustrated campaign marketer for too long.
I spent the majority of my corporate marketing career cobbling together marketing campaigns that felt rushed and reactive to sales requests with no real strategy, other than ‘we need to sell more’.
Everything felt so short term, so surface level. I wasn’t given the time to go deep on topics to create really compelling messages for the intended audiences. The thought of creating marketing campaigns felt downright ick to me.
I took one of those online personality tests recently, and when the results told me I was a ‘Campaigner’ personality type, I had to chuckle to myself, as I thought of how long I’d spent creating marketing campaigns that didn’t make my heart sing.
It’s loud and clear to me now that all that past experience has led me here, to campaign for what I’m really passionate about, and to help you do the same.
So if you're stuck in 'I just need to sell this' mode in your business, let's dig deeper into how you can create more compelling, dream-client-calling messaging.
Step 1 - Identify your campaign issues
When you started your business, you'll have had your own set of 'campaign issues' that drove you to do what you do now. You may have heard the term 'content pillars' as well. Quite simply, they are 2 or 3 core topics you care about deeply, and are connected to the reason you felt compelled to serve others in these areas.
You want to solve a particular problem, you felt frustrated by it yourself, you've overcome something that held you back. Take my example, a frustrated corporate marketer who felt restricted and rushed to create soul-less content, who is now supporting other female-founders to create compelling, authentic and heart-led messaging.
🪄Magical messaging tip: It's role play time! Imagine (if you dare) that you're a politician and your business is your political campaign. You're running for MP/mayor in your town and you're ready to make change with your key campaign issues.
Questions to ask yourself:
What would your key policies be (2-3)?
What change do you want to see in the world?
What really frustrated you about the current situation of your policies?
How can you demonstrate that you can address these policies and be the change maker?
Asking yourself these questions will help you uncover the topics that you’re most passionate about, and act as a reminder to anchor your messaging back to the key issues that you're trying to solve for your ideal clients.
What am I campaigning for?
Personally, I'm on a mission to help soul-led female founders get out of marketing overwhelm by tapping into their body-based business wisdom and into aligned action.
There's nothing I love more than to see women in my 1:1 mentorship become more trusting of themselves and stepping into their own bad-ass-business-owner shoes as they get more intentional about their business.
In turn they become a beacon for other women who want to start taking their soul business to the next level. 🌟
Now THAT'S the kind of campaign I can get behind!
Step 2 - Go public as the go-to expert 🎤
So you’re clear on what you stand for - now it's time to start establishing yourself on those campaign issues.
You're going to have to start talking about them.
ALOT.
Marketing bods typically say it takes seven times to see a message before it starts to sink in, but I reckon it's more like 70 these days! We take in, on average, 35,000 messages a day - be that adverts, emails, billboards...
I'll repeat that... 35,000 messages a day. No wonder we all have decision fatigue! 🤯
So I'm making this point to say, don't worry about repeating yourself. It takes time to establish yourself amongst the noise! Share those campaign messages again, and again, and again....
As you do this, feelings may arise such as feeling too much, or you may even feel boredom come up about what you think is the same thing over and over again. I invite you to remember the why of your campaign topics, why are they important to you, and your ideal client? Re-ignite your own passion by reminding yourself of this just as often as you share them!
It's not just about the socials. 📱
Here's one of the key tips I share with clients when going public - when sharing your message, I want to encourage you to step out of the shallow waters of social media. Social media is just one of the many different places you could be sharing your messages.
So, here's some suggestions of other ways you can share your campaign:
Write a blog (case in point!)
Send it to a magazine/publication/online blog
Get networking - online, in person, just get out there and speak to others!
Guest on a podcast - my FAVE, a great way to talk openly in a conversational way about the things you're passionate about (and can then create blogs/social posts from!)
I saved the best 'til last... ACTUALLY talk to your ideal clients. Invite them for a zoom coffee. Getting live feedback from the client we're trying to connect with is hugely helpful!
And if you're cringing at the thought of going public with your campaign issues, just remember.
It's bigger than self promotion.
You are on a mission to deliver YOUR campaign.
It's going to give LIFEBLOOD to your business the more you talk about the things that light you up.
And it's also going to call in the clients who resonate with you and your message.
They are waiting to hear your siren call.
By going public, you are serving YOUR public.
So go forth and start stepping into your go-to shoes, my love! 👢
Need help going deeper, darling?
If you want to stop faffing with surface level content and create a message that aligns more deeply with you and your ideal clients, let’s talk.
As a soul guide and mentor, I'm here to connect you with your own inner mentor, get clear on your business goals and take aligned action that feels good first. 🥰
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