…say the same true thing repeatedly until they believe you and then reach out.
Being consistent with content isn’t the same as being compelling – it’s about how you tell your story. Content that converts consumers is not louder or more frequent, it is clearer, braver, and more specific. Following are ways to be visible with clients:
1. Lead With Why Your Business Matters
Lead with your client’s world, not yours – studies show that engagement drops when content starts with direct sales language¹:
- Describe what clients are living right now – the gap between where they are and where they want to be.
- When people see themselves in your opening line, they will read everything that follows.
2. Move People As Well As Educate Them
Create content that transforms – studies show it’s a challenge for marketers to produce material that differentiates, not just informs²:
- Educational content tells people what to do while story-driven content shows them what becomes possible when they do it and do it with you.
- Pair educational content with a vivid picture of life on the other side of the issue you solve.
3. Be Consistent In What You Stand For
Consistency in content is about clarity, not just frequency – studies find that defining what sets you apart is often a challenge for marketers²:
- Identify your one core message – the single belief that sits underneath everything you do – and let it show up in every piece of your content repeatedly, regardless of the topic.
- Trust is built through repetition by sharing the same clear point of view.
Tell your story consistently enough, and the right people will find you. Lead with their world, show them the transformation, and say the same true thing repeatedly until they believe you and then reach out.
Source: Inc.com, reported by Heather Asiyanbi; ¹Social Media Examiner Study; ²Content Marketing Institute