***video coming soon***

Welcome to our first lesson in the Content that Converts Module! In this final section of the program, you’re going to learn how to create content that resonates deeply with your audience and sells your program for you. In this lesson, you’ll learn the concept of “niching per post” which will revolutionize the way you think about writing content.

Then in lesson two you’ll work through an exercise that will help you plan your niched content, and in the final lesson, you’ll learn the framework for creating this content. The framework gives you a flow to follow when writing content that makes sure you cover all the pieces it takes to get your clients sliding into your DMs!

What does it mean to niche per post?

It means to create a piece of content (or even an email) that will resonate deeply with just one person in your audience. And then the next day, you’ll create a piece of content that will resonate deeply with another person in your audience. And so with each piece of content, you target just one type of person - AKA one very specific niche. And, because you target different people with each post, you’ll eventually create content that resonates with a majority of people in your Aligned Audience.

This strategy to content creation is really effective for creating content that sells for you, because with each post, you go deep with your insight, and essentially you tell the person that you’re targeting exactly why they need to work with you to achieve the solution or transformation.

Let’s take a step back, though.

Do you remember how in one of the Offer Optimization lessons, I mentioned that there is a way to address specific outcomes for a transformation-focused offer, which will normally have a broad and holistic outcome? That’s what “niching per post” does for you - it gives you a chance to paint the picture of success for a wide variety of clients, one post at a time.

For example, a program that “helps clients to flourish in business” will achieve different results for different clients. For client X “Flourishing” means she has a team to manage the logistics of her business so that she can spend her work time focusing on what she loves - coaching. And for her, $300k in annual sales is what it takes to make that happen.

But for client Z, “Flourishing” means that she’s running her business solo, working 15-20 hours a week, and making $80k in annual sales. So, if this is my program (which it is, btw :) ) one day I’ll create a post that resonates with Client X by talking about how one aspect of what it takes for her to see that $300k in annual sales, perhaps that we will design a marketing strategy that relies on having a SMM to repurpose all her old content and to do her FB engagement for her.

And another day, I’ll write a post targeted at Client Z, perhaps talking about the mindset it takes to be content making $80k as a soloprenuer in a world where many people believe that if you aren’t in the process of scaling to 7-figures, your business is dead.

See how that works?

Each post covers one tiny piece of your program, targeted at one specific client (or niche within your Aligned Audience, if that makes more sense), so that eventually you’ll create something that resonates with almost everyone in your audience.

This works for both Solution-Focused Offers and Transformation-Focused offers, by the way!

One of the examples we talked about in the Offer Optimization section was the solution of getting to 1000 people in your FB group. That’s one specific, tangible outcome, but there are lots of factors that go into making that happen.

So, one day your post could talk to the person for whom audience growth is easy, but they aren’t bringing in Aligned audience members, they’re bringing in all kinds of random people who aren’t ready to buy. And the next day, your post could be targeted at the person who is bringing in only truly Aligned members, but she isn’t doing enough targeted audience growth work and so her audience growth is happening really slowly.

Those are two different facets or obstacles that need to be overcome to reach the desired outcome or solution, and they will resonate with two different types of people.

In the next lesson, you will work through an exercise that will help you come up with lots of content ideas for your niched posts, and then also get really clear on how to effectively tie the specific situation or outcome you’re talking about back to your program. That will be a lengthy lesson with a lot to cover.

So, a couple of notes before you dive in…The Symptom, Scenario, and Obstacle exercise is intense. Therefore, it might be another area where you feel some resistance. It’s really common here to feel overwhelmed by the possibilities. And that’s OK! You don’t have to brainstorm every single possibility into the grid this first time around.

Please take your time with it. I’d love for you to have 5 examples mapped out in the grid before you submit it to me at the end of this module.

After that, I recommend that you spend time periodically revisiting this exercise to help you plan your content. I personally come back here once or twice a month to plug in experiences with current clients - I keep voice notes on my phone where I dictate the obstacle, the symptom, the question, or the scenario my client is asking me, and then I plug them into the grid and fill out the columns when I do my content planning.

This is an intense exercise with a lot of steps, but ultimately many of my clients find this to be a fun and eye-opening exercise that helps them recognize all the different ways they can talk about their program!

So, let’s get to it! See you in the next lesson.

Niching per Post

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Welcome to Master Your Messaging

Audience Alignment

Offer Optimization

Messaging Mastery

Content that Converts