5 Essentials for Clarity, Connection, Confidence & Conversion

Creating foundations that build your brand and inspire trust

Achieving the goals you have set yourself is not a random and serendipitous event. It is a journey that you can complete only when you can clearly envision the destination, define a strategy, create a plan, AND the foundations to execute from.

But hold back for a few minutes!

Before you take action and embark on your journey, you should make sure that you have what it takes to reach your destination. You surely have heard of expeditions that ended in death and disaster because they were planned poorly and lacked necessary foundations and provisions.

That’s not where you want to take your life and your business.

If you feel like you are moving in circles or have come to a dead end, feel discouraged, like a fraud, unsure, and lacking energy and inspiration…

Then you should take a look at the 5 essentials that give you all that you need to reach your destination without stalling or losing direction.

The Power of YOU

The path to running a successful business is your hero’s journey. And like every hero, you start at a point of imperfection but are equipped with the essentials that you need to get to your destination. There’s more strength, knowledge, grit, and ingenuity within you than you have dared to acknowledge.

From the resources that you already have inside of you, you can build the confidence, capabilities, skills, frameworks, tools, and techniques that you need to be the person you aspire to be.

Start with creating an inventory of yourself. Capture everything that makes you YOU and that sets you apart from others. List your…

Strengths
Qualifications
Personality traits
Beliefs
Values
Knowledge
Experience

…and acknowledge that you are a powerful and unique person who has all it takes to be your own hero.

But the most beautiful thing is when you capitalise on all you have and evolve into the guide who empowers others to become their own hero.

These aspiring heroes are your clients!

The “Hero” Client

In his story-branding book, Donald Miller emphasises that your client is the hero of your brand’s story and you are the guide who empowers the hero to successfully overcome all obstacles, break through barriers, and emerge transformed and victorious.

However, these heroes need to be drawn to you and you need to find a point of connection that comes from a deep understanding and alignment with your clients.

You connect with your clients through your messaging – expressed in your content, social media profiles, emails, events, interviews etc. Every touchpoint with your clients is an opportunity to connect, resonate, and align.

And you need to be prepared for these touchpoints. You need to understand your clients to a depth that allows you to connect on a deep and subconscious level and allows them to see why working with you is the perfect solution to get rid of what’s holding them back.

Your clients are seeking transformation in order to lead the life they desire.

The Transformational Offer

These days, your clients have the power of choice. They are searching for a solution that is perfect for them – and the market is crowded at the best of times.

Renee Mauborgne and W. Chan Kim introduced the “Blue Ocean Strategy”, a business approach that encourages companies to innovate and create new market spaces rather than compete in existing saturated markets. Creating a “Blue Ocean” and leading your own uncontested market is a dream scenario. And who says that it’s impossible for you?

But to either stand out in a saturated market or to lead your “Blue Ocean”, you need an offer that is different, exciting, and highly transformational. Your offer needs the benefits and long-term outcomes that your clients aspire to.

And you need to be able to articulate the benefits and outcomes of your offer in a way that allows your audience to imagine the perfect future (after working with you).

This, however, is not achieved by a single interaction. Especially if you offer a service that requires a significant investment. Your clients need to recognise the value of your offer in relation to the transformation and see the return on their investment.

They also want to reduce their risk and buy from a brand they know and trust. And you are the creator of that brand…

The Trustworthy Brand

Your brand is a perception or representation of you. It contains your personal and professional narrative, your values, beliefs, stories, voice, positioning, visuals, and much more.

Your brand is a concept that exists in other people's minds. And you can define how people see and remember your brand. You can give your brand an almost human quality so that your audience can resonate with your brand and find connection points.

This requires you to define all aspects that “make” a brand and share them consistently over a longer period of time. Your audience needs to grow familiar with and experience your brand on a regular basis. That requires you to show up as your brand and create touchpoints that allow your audience to interact with your brand. I.e. social media platforms, live and audio events, emails, interviews, podcasts…

Again, building a brand is not done in a week. Building a brand takes many months or even years. It takes determination, grit, and stamina. And it requires clarity and understanding of what you want your brand to be and how you want it to show up.

The experiences that your audience has with your brand shape their image and perception of your brand.

Probably the most effective way of showing up as your brand is through your content. And I recommend that you define a content strategy that allows you to show up on-brand, consistently, confidently, and intentionally…

The Intentional Content Strategy

Random posting is not going to get you the results you desire. Sharing content strategically is.

Strategic means that you set your marketing goals, create a plan, define the actions, and implement them.

There are a couple of key points that you should consider when defining your content strategy:

The customer’s journey and how you can lead your audience through this journey
Your “content marketing mix” – the different types of posts and topics that nurture and sell

A well-planned and executed content strategy creates momentum, visibility, impact and ultimately - sales.

Planning and creating a content calendar as well as a repurposing strategy and workflows are part of an intentional content strategy and they save you time and effort, avoid burnout, and overwhelm.

If you want clarity, connection, confidence, and conversion – then you should double back and check whether you have covered these 5 essentials.

If you haven’t - then send me a message. I can work with you and take you through the whole process so that you can write and share content that grows your visibility, impact, and revenue!

Categories: Clarity, content marketing, Conversion, Customer Avatar, Marketing, Messaging, messaging foundations