Successful business coaches and consultants understand the secrets of writing compelling content. They know that it doesn’t matter what industry they are targeting, they won’t get readers to take action by exposing them to reason and logic only, they connect with readers in emotional ways. They appeal to both the logical and emotional centers in the brain.
Traditionally, the writing formula of subject matter experts defined a problem, analyzed it and recommended a solution. Pretty straightforward, but not compelling. Coaches and consultants who resonate with their readers and inspire action follow a proven content marketing formula: they grab the reader’s attention, stimulate desire and reinforce with reasons.
Compelling Content for Business Coaches
Here are our three tricks, and checklist acronyms:
- Grab Attention (WUF):
- Write headlines that draw the reader in
- Use images that evoke curiosity, humor, or desire
- Format your content for easy reading
- Stimulate Desire (UPAA):
- Use persuasion tactics (social proof, reciprocity, authority, likability, consistency, scarcity)
- Push emotional hot buttons (strong words, questions, promises)
- Appeal to basic human drives (food, safety, sex)
- Appeal to universal motivations (save time, energy, money, belong, feel good)
- Reinforce with Reasons (FAB Discipline and Reasons to Believe):
- Features of your offer/solution
- Advantages (why traditional/other solutions don’t work)
- Benefits of your solution/offer
- Why they should believe you and act now
How? Weave in your experiences with:
- Metaphors and Analogies
- Stories (include pronouns, such as “I” and “you”)
- Vivid descriptions (of clients, locations or situations)
- Strong emotional language and compelling words (i.e. “instantly”, “because”, “free”)
Most importantly, focus on your reader.
If you’re anything like our clients (we won’t name names, but you can read more about some of them, here), you are a subject matter expert in your field. You have great observational skills, breadth (and depth) of experience and real-world solutions, for today and tomorrow. And your mission—your purpose and passion—is to share this with others. You want to help them innovate and be the best they can be. At a minimum, you hope to save them time, energy and money.
The trouble is, it’s not about the writer. It’s about the reader. Try our tricks in creating compelling content. Let us know when you need help. Send us an email; we’d love to hear from you.