The Secret to Writing Client-Generating Content for your Business
Updated: Nov 24, 2021
I recently discovered the powerhouse that is Brené Brown.
Brené is a shame researcher. She studies vulnerability and its role in being courageous.
She has found that the two exist together always. You cannot be courageous without making yourself vulnerable and opening yourself up to failure or hurt.
By the same token, being vulnerable is an act of courage.
I think that writing content for your business is an act of courage and vulnerability too.
To do it well, you have to have the courage to take a stand on what you believe in. You have to have the courage to stand out from the crowd, to look your ideal clients in the eye and say “This is who I am. This is what I believe in. Are you with me?”
Because authenticity is something else that’s essential to successful content marketing.
And sometimes, they will agree. Your readers will jump on your bandwagon, start conversations with you, and decide that your services are the one they want to spend their hard-earned cash on to take them to where they want to be. In other words, they will accept you for who you are.
But a lot of the time, the answer will be “no”.
Actually, that’s a lie.
The truth is that, a lot of the time, there will be no answer whatsoever.
If the people who read your content don’t agree or don’t relate to what you’re saying, they will usually just move on without giving your work a second thought. This can sometimes feel worse than someone disagreeing with you.
As a species that is hard-wired to need social acceptance, this game of content creation and audience building is tough. To succeed, we have to put ourselves in the firing line of judgement, ridicule, or worse, apathy.
When our brains developed all those thousands of years ago, doing this meant exile and certain death.
So why on earth would we do it?
Why not pack this business malarky in and go back to the 9-5?
Because we believe that there’s something infinitely better to be had, if we can only break through these tough first steps.
Because we know we have something exceptional to offer our clients, once we’ve nailed the secret to growing a community who love us.
So, if vulnerability, courage, and authenticity in content creation are central to getting us to the utopia, does that mean we should be spilling our guts into every blog post we write?
It’s a little more nuanced than that.
See, even though Brené talks about the importance of being vulnerable, she also explains that vulnerability without borders isn’t vulnerability.
From her book Daring Greatly:
“We don't lead with "Hi, my name is Brené, and here's my darkest struggle." That's not vulnerability. That may be desperation or woundedness or even attention-seeking, but it's not vulnerability.
Because sharing appropriately, with boundaries, means sharing with people with whom we've developed relationships that can bear the weight of our story. The result of this mutually respectful vulnerability is increased connection, trust, and engagement.”
Vulnerability has a role in our content, but it absolutely cannot be the star of the show.
If you want to develop genuine connections with people so that your marketing feels authentic and pulls clients to you, focus first on establishing who you are and what you do.
Show your audience that you are here for them, first and foremost.
Then, when you have relationships with people that are filled with trust and mutual respect, begin to open the doors to vulnerability.
Dig deeper on your why. Be transparent about your goals. Show them who you are.
This is the secret to building an engaged community that accept and respect you, and who ultimately go on to buy your services again and again.
Looking for more blog-writing support and inspiration?
My free Facebook group Blog Magic: Blogging Hints and Tips for Coaches, Consultants and Counsellors is just the place for you. In there, I offer training in how to write blogs that generate you leads, as well as support and inspiration to help you show up in your content with confidence.