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Hey {{first_name|creator}},
👋 Welcome to Creators In Business, a newsletter where creators learn to think like CEOs, and businesses learn to move like creators.
Feeling invisible offline is incredibly frustrating.
You post → impressions light up your notifications → crickets
Believe it or not, this is a really common experience felt amongst people who post for business.
You might think someone is doing “really well” in their business because of how well their content is performing. It’s not always the case…
There’s not one simple reason for this, but there is a usual culprit I spot when working with people on their content strategy.
The content isn’t creating the type of connection that generates the leads you want.
Instead, you’ve likely fallen into the trap of prioritising what the algorithm wants and not what your business needs.
It's so easy and enticing to fall into this trap. We all want to avoid the cringe of not getting any likes on something we share online.
Of course, there is a balance. I’m not saying to forget about the algorithm altogether.
But if it doesn’t convert, why are you wasting your time on the gamification of socials?
You want to make content that removes friction between you and the audience.
Friction is what prevents you from acquiring new audiences, hinders retention among existing ones, and minimises your conversion rate.
Not only this, but it muddies your brand perception.
What this looks like is a checklist of jobs you need to tick off:
Packaging - Make the content easy to understand and digest.
Perspective - Bring your own unique experience to the table. Avoid sounding like everyone else, or you get lost in the sea of sameness.
Payoff - Teach them something, give them value, make sure their time spent was worth something.
But before you get to this point, you need to determine the content's overall purpose.
In today’s issue:
The 4 questions required for every piece of content
Why your content needs a container and what to fill it with
How to create an invisible link between you and your target audience
Let’s go!
Jess Smalley 🔑
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#1 Who Is This For?
Begin with the endpoint in mind.
Who exactly is your target? Who is the person that you want to reach and invoke action?
Go beyond “someone who struggles to create content and generate leads”. Go deeper. Are they new to content creation, or are they looking to take things to the next level?
Mid-level audiences have likely tried all the generic tactics, so they will require more convincing to engage with the content.
Once you define exactly who this is, you lay the foundation and inform the scaffolding of your content.
#2 What Is The Problem You’re Trying To Solve?
You’ve defined who you’re talking to, now you’re ready to define the problem and how you’re going to solve it.
When you haven't defined the problem, the post falls apart. It has no reason to exist otherwise. The content needs to be contained in order to be delivered.
What sits inside the container is your perspective, your solution, your call to action.
Without it, your content drifts and so does your audience.
#3 What Does It Feel Like To Have That Problem?
This is probably the most overlooked step in most content.
Your audience needs to feel seen, understood, but most importantly, validated.
If you can define what it feels like to have that problem and really get into the mindset of your audience, you’ve developed a trust link between you and them.
When someone feels truly seen by your content, they trust that it is likely worth staying until the end.
Not only that, but they start to associate you with the person who understands them.
#4 How Do You Solve it?
All of your experience, unique perspective, and ability to provide the right resolution have led to this point.
Don't try to skim on the value either; the more you give away, the bigger the reaction and the deeper the connection.
A good resolution leaves someone with a clear takeaway. It should give them a dopamine hit of satisfaction knowing they have solved their problem, and now they're ready to use it.
But the real test is implementing your solution…and it works. An invisible link between you and your audience has just been created.
They may not take action on you immediately, but if you keep delivering to this same standard, you’re no longer invisible offline.
Key takeaway
If done right, each step removes friction points that would deflect your ideal audience from reaching out.
Content generates leads not by chasing the algorithm but by making the right person feel so understood that they have no reason not to connect with you.
Whenever you're ready, here are 3 ways I can help you:
Need more than an hour? Elevate your content strategy, brand or podcast. Book a discovery call with me.
Promote your business in front of other creators and builders. Put your business in front of highly engaged readers who are growing their business in the age of attention.
Jess Smalley, creator of Creators In Business
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