Welcome to Create Content that Sells
This is your go-to newsletter where I showcase the systems and strategies I use to monetize a 1-person online business through organic content on LinkedIn.
Read time: 3 minutes
I write a lot of content on LinkedIn, more than 1440+ posts in the last 5 years, which equates to 24 postsa month and 6 a week. I've tested different ways of writing content that converts and gets clients.
Some strategies have worked and some haven't. What definitely hasn't worked for me and a lot of my clients, is “Writing content for everyone”
Now, there's a difference between generalizing your content and writing your content for everyone. One is designed to bring in new viewers of your content (within the niché you're targeting) and the other is just targeting anyone with a LinkedIn account.
Which is what we don't want.
So let's get into the No.1 reason your content isn't converting…
Reason #1
The biggest reason your content isn’t converting your current viewers and new viewers into clients or newsletter subscribers, if you have a newsletter. Comes down to one thing:
You're not thinking about your ideal client and their problem(s) when writing. You're thinking about how good the post looks, how many likes and comments is it getting and all those things that don't convert.
“You're writing for everyone and that means no one truly feels like yourcontent is directly talking to them”
Here's what that looks like:
Vague strategies and messaging.
A lot of motivational talk.
Broad advice that applies to everyone (and no one specifically)
You'll obviously get a lot of likes with this type of content, it's simple and generic. It can apply and resonate with someone who's in their 20s, 30s and even 50s. It can apply to someone in real estate, fitness or even high-school.
This content is quite misleading, especially if you're getting a lot of likes and comments. You'll feel like it's working cause people are engaging, but it doesn't get someone who has the money to buy your services, saying, “Wow, this person understands where I'm coming from/where I am”
How I fixed this Issue:
I stopped posting content that chases virality. I started writing content that chases relevance, for one specific person:
The one who's aware of the problem they have.
The one actively looking for a solution
The one who reads my post and thinks, “This was written for me”
That shift took me from 5 clients in 9 months to 8 clients in just the last 3 months.
But there's a framework to get there:
Pick a clear niché:
“I help [this exact person] struggling with this [exact issue], overcome it with this [proven-process]
“I save you [time/resource] by helping you overcome this [exact issue] in [X-timeframe]
We help you build [X-system] to systemize your [business strategy]
Make it simple and straightforward. Specificity = clarity = connection
Speak to their stage of awareness:
Are they at a stage of being problem aware (Read a few of your posts)
Are they aware of your solution (Follow you and engage with your content)
Are they comparing you to other options (Are probably ready to get on a call with you)
This content should be recycled on a weekly basis to get new viewers with a problem, to become problem aware and later on, ready to get on a call.
This is how I'd do it on a weekly basis:
Monday (Long-form educational post)
Tuesday (Short-form educational post)
Wednesday (Promote Newsletter)
Thursday (Promote your services)
When the content aligns with their journey, it becomes a well-structured content system of taking new viewers and turning them into paying clients.
You don't need 100,000 followers to make money and bring in clients on LinkedIn. You need content that aligns, content that's specific and content that speaks to one person.
I have 4,300 followers on LinkedIn and I'm making 4+ figures a month, helping founders and life coaches with their content.
You need the right person seeing the content, reading the right message, and at the right time as well.
Want help realigning your content for the right person?
Book a call here: https://calendly.com/aphiwekhumalo/linkedin-os-services
Check out the latest YouTube video:
I also went LIVE yesterday, if you want to check that out!
Chat soon,
Aphiwe