5 Steps to Creating Blog Posts

(that attract more clients)

When you write blog posts, do you wonder if anyone’s reading them? Are you SURE that you’re creating juicy content that will have people want to do more with you, and work with you?

You want to become the trusted authority and stay top-of-mind so when your audience is ready to take the next step, you’re right there with them. Woo hoo! You’re ready to attract more clients online and get high ticket clients, all with a powerful blog.

But then you look at your blank computer screen, and it stares back at you and you don’t know quite what to do. Ack! Right?

Here are 5 steps to get you started…

#1: Provide value

Whatever other goals you may have for your blog posts, the #1 goal should be to provide value to your audience. Because if they’re not getting value from your content, your audience will stop engaging with you. (But hey, no pressure. You got this!) 🙂

So what are you going to post? What content is going to engage – and be really valuable to – your audience?

Knowing what your audience is struggling with – and the solutions they think they need – will help you shape messaging that resonates with them.

Here’s the thing… People will respond to topics that you may consider to be the most basic, really granular detail-type things. Those are the things that get people in the door. I promise you.

For example, one of my most clicked emails in the last year was “5 Logo Mistakes that Hurt Coaching and Consulting Businesses.

You can absolutely build a solid business without even having a rockstar logo, but everybody flocked to the logo mistakes post like it was critically important.

So what are those topics and ideas that your audience cares about – even if they seem too basic to you? Those are your doorways in and they’ll keep people interested in working with you.

#2: Focus on the results first

I was listening to a sales trainer give a talk last week, and he made a great distinction. He recommended asking new prospects, “Do you want the result or do you want the process?”

To illustrate his point, he asked the audience, “Who here wants to get in better shape?” More than a few people raised their hands. He picked a woman whose hand was raised and asked her, “Do you actually want to work out or do you want to lose weight?”

She said, “I just want to lose weight.”

“Great,” he said. “You’re a ‘haver’. You want to *have* the result. Me, I’m a ‘doer’. I actually like to workout… I want to sweat, I want to work hard.”

Is your audience havers or doers?

You already know that 99% of the time people don’t buy transformation (the process). They buy solutions to their problems (the results). For example, if you’re a copywriter, your ideal client might want to make more sales, but they probably aren’t thinking, “You know, I really need a copywriter.” No, they’re thinking, “Jeez, I really need to get my polished message out into the world so I can make higher end sales!”

If this freelance copywriter were to write blog posts called “7 Copywriting Mistakes that Drag Down Your Brand” or “3 Grammar Goofs that Sabotage Your Brand,” those would be about the process of copywriting. And that would totally work for drawing in prospects who are interested in the process – the doers.

But if she wrote a blog post such as “5 Secrets to Growing a Luxury Brand,” she’d be talking about results. And that would work great for people who are interested in the results – the havers.

SUCCESS TIP: Use juicy words to attract ideal clients online. For example, what are the “5 Secrets to {the result your audience wants}”? “Secrets” is juicy and will grab their attention. (Also, I bet you can name 5 secrets for your clients without having to think too hard about it. Write that blog post!)

#3:  Align your content with your goals

You never want your content to just be random ideas. You want it to be related to what’s going on in your business.

Sit down with a cup of tea or a glass of wine and ask yourself:

  • What are all the things my clients want? (Think about both the havers and the doers… What does each group want?)
  • What are the last 3 questions I answered for clients? (This is a strong indicator of what’s top-of-mind for your audience – and how you can offer value.)
  • How can I position these topics as blog posts?

SUCCESS TIP: If you have trouble coming up with topics, look at your current lead magnet for some ideas. Take a small piece of your lead magnet and flesh it out into a super-focused blog post. But don’t try to cram your entire lead magnet into a blog post…

#4:  Start writing

Now you’re ready to outline each of the topics you came up with into 3 parts:

1. Lead-in/introduction: This is where you set up the problem that you’re solving with the blog post, and give a bit of background.

2. Content/body: This is where you give them your tips, steps or secrets to solve the problem.

3. Call-to-action (CTA): You invite the reader to take action to connect with you further, or buy from you.

SUCCESS TIP: Start with your CTA in mind and work backward. What do you want the reader to do after reading your blog post? Start there, and craft a blog that leads to that action. You always want your CTA to be the next logical step for your audience.

(Don’t write trying to be perfect. Remember, first drafts are supposed to be terrible. You can always edit later.)

#5:  Test, test, test

After you’ve written a blog and sent the email to your list, review your email open rate to get an idea of what resonates with your audience. This shows you what interests them enough to open the email. (Check the click-through rate for even more insight. This will show you how many people who opened your email clicked through to the actual blog post.) Is it the process-based content or the results-based content that’s most successful? Whichever it is, go make more of that.

Walking through these 5 steps will put you on the path to creating content that gets you more clients.

Ok, so now that you’re on your way to creating content that rocks, how do you feel about the idea of moving forward with high-paying, committed clients?

Join my “Profit From Your Gifts” webinar and hear real-life stories of entrepreneurs who went from charging by the hour (and working nonstop) to charging $3,000 – $10,000 per client (while working less and having a bigger impact)!

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