Member-only story
You’ve got great content: why doesn’t anybody pay attention?
Content creation goes beyond wordsmithing. You need believable promises.
The reality of small business growth: You have to convince your prospects you’ve got the goods.
They come to your website and read your lead magnet with questions like, “How do I know you can deliver what you promise?” And “Are you in this for the long haul? Or is this a hobby?”
They rarely ask those questions out loud, even if you offer discovery calls. Maybe especially on discovery calls.
If you’re like most businesses, you use testimonials as social proof. You get referrals so prospects begin with a positive attitude. They want to like you.
You might try to strengthen your case by describing your strengths (“amazing, caring, good listener”) or facts (“over 10 years in business”).
The truth is…
A lot of people will ignore what you say about yourself. They’ll jump right into your content.
They read your blog, react to your lead magnet, and listen to your podcast, videos, and webinars. They don’t consciously make a decision to trust you. They absorb impressions by the way you create content.
This goes beyond power words.
