I want to start with two questions:
- Why are you publishing content? What’s the end result of it?
- And How are you actually going to achieve that end result with content?
And the reason I’m asking you this is because I want to see the process behind how you’re doing things.
What’s the context?
And this is crucial. I’ll get back to this in a minute.
In a past life, I used to the in-house corporate trainer for a multinational company.
A very fun, job loved it. However, like any other multinational company it had a very complex and large benefit plan. And like most companies, the bonus scheme was also based on the company’s performance.
This is relevant to the story because one year they didn’t reach their financial target. And as you’d expect, a bunch of people didn’t get their bonus.
It was shortly after the 2008 crisis and yes, you guessed it, everybody started freaking out because the company was going bankrupt.
The thing is that it had nothing to do with going bankrupt. The company was still hiring and expanding in new locations.
So, why would anybody freak out about going bankrupt?
The problem with that was “perception is reality”.
The employees saw that the company didn’t meet its financial goals and therefore they presumed that the company’s going to go bankrupt because they didn’t make any money.
Perception is reality.
However, the source of the problem was that the information we got was out of context. Yes, the company did not meet their financial goals, but that doesn’t mean that the company isn’t profitable.
It was super profitable. It’s just that it wasn’t as profitable as people would expect.
The information we received was placed out of context which then triggered this chain of gossip that the company is going bankrupt and people starting switching over the competition.
A “by the way, we’re not closing our doors” would have gone a long way.
Hence my question to you.
Why are you publishing content? What’s the context?
Because your content, right now could be out of context. And it’s actually hurting your coaching business.
In this post, I want to share with you the most out of context posts I see on the content audits I run with my clients. And a two-step sanity check process you can use to figure out if your social media posts are actually hurting your brand
Without further ado here are the 3 Client Repellent Social Media Posts that you might be publishing right now that are hurting your coaching business.
Number 1: “Book a free discovery call, two spots left”
Here’s the problem with this. It’s needy.
You are in need of clients. And nobody believes that you really have two spots left. It’s a false scarcity. And that is not exactly the way…
“Perception is reality”. You wouldn’t want your audience to look at you as a needy person who’s running out of clients and tries desperately to get a few people on a call using false scarcity.
And the second problem with this type of post is that nobody actually knows (or cares) what a discovery coaching call.
That is not the problem that people have.
Nobody wakes up in the morning and goes: “Oh boy, I sure do hope I’ll find someone with a free discovery coaching call or else I have no idea how I’m going to go through this day.”
Nobody has ever said that. It doesn’t provide a specific value to a specific group of people.
Number 2: “The Motivational Post”
This is your standard super motivational quote by a random famous person over a picture of a sunset.
Now, on the other hand, this type of post has decent engagement. It can do really well. However, the problem with that is that motivation does not solve anything.
Feeling good is not a prerequisite of moving forward.
If your coaching business is selling motivational posters then yeah. That’s great. More of that actually. Showcasing your products is the best thing to do.
However, if you’re not selling motivational posters, but you’re an expert providing a service motivation has nothing to do with it.
It doesn’t provide any type of value.
It’s great for engagement, and there might be a time and a place for it. But if you do that constantly, it’s just another out of context statement that doesn’t help your audience become clients.
Number 3: “The Promo Post”
This is going to be a shocker for some.
I can even hear you saying: “What do you mean? Why am I publishing content for?”
That was my question.
Much like the motivational posts, there’s always a time and place for everything. And there’s always a time and place for promo posts.
“Do you want to bring your life to the next level?” is not actually going to move the needle forward.
There are a few reasons for this.
One would be because you are promoting something to a very cold audience. Social media is not a selling place.
It’s a place where you build rapport and help your audience move to the next stage in their customer journey.
Like joining an email list for example.
Second of all, I have no idea what “bringing my life to the next level” actually means. It’s just another out of context post that doesn’t bring any value to me personally.
Ah… I almost forgot the sanity check.
Look, here’s how you can actually figure out if your content is helping your audience move forward.
The Sanity Check is actually a 2-question process. And every time you sit down to publish something online, ask yourself this:
Does this post provide context to what the benefits of my services are?
And if it does…
How can my audience apply and use this information?
Right so to get back to my questions.
Why do you publish content? And what do you want to actually accomplish by publishing the content?
Let me know in the comments below.
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