Want more clients? Master these 5 types of content that sell

Most coaches are creating content that fails to convert.

Not only is it costing you thousands in lost revenue every month, but it also burns precious time you could spend coaching or with your family.

That’s why I’m kicking off a new series, “Content That Sells,” where I’ll show you how to create content that turns strangers into paying clients.

Let’s get started with the first newsletter of this series!

Why People Buy

People don’t wake up one day and decide to invest in coaching.

They buy your services because they like you, trust you, know you, and feel compelled to take action NOW rather than later.

They like you because you share valuable content, helping them solve their problems.

They trust you because you share proof content showing results from past clients.

They know you if they feel connected to your story and values.

And finally:

They will buy if you share content that paints the transformation they’ll live through and shows them the opportunities awaiting them “on the other side.”

But here's where it gets interesting...

Each of these buying triggers is activated by a specific type of content.

Miss one, and you're leaving money on the table.

Master all five types of content that sell, and you'll create an unstoppable conversion machine.

So, let me break down these 5 types of content that sell, starting with…

Value Content

Value content is your foundation to prove your expertise and make your audience like you.

Think:

• Step-by-step guides (”3 steps to stand out in your interviews”).

• Eye-opening educational pieces that help your audience understand why they're stuck (”3 limiting beliefs stopping you from getting your dream job”)

• ‘Why’ content explaining why something works or is important (”why your job search isn’t working”)

Here’s a simple exercice:

1. Take the problem you solve (for instance, helping job seekers finding a job in the Tech industry).

2. Brainstorm and list 10 obstacles preventing them from solving their problem.

3. Create 10 pieces of content that talk about why people experience those problems and/or could solve those problems.

Proof Content

This is where your results do the talking.

Share client transformations and testimonials.

Think:

• Before

• After

• Challenges

• Lesson

For instance:

“Here’s Tom, a Senior Manager in Tech. He was stuck in middle management for 3 years. After 90 days of working together, he was promoted to Director of Engineering and negotiated a $45K raise.”

Here’s a simple exercice:

1. Reach out to past clients.

2. Ask them to write a testimonial.

3. Provide them with the following guidelines:

   1. Talk about your initial situation

   2. Describe what you achieved after working with me

   3. List 1 or 2 challenges you overcame while working with me

   4. Talk about the main lesson learned along the way

Connection Content

Remember when you lost your biggest client, got fired, or had a burnout?

Share it!

Your story is your superpower.

Your audience needs to know you've walked in their shoes.

Your vulnerabilities, values, and victories create bonds stronger than any sales pitch.

FOMO Content

I’m not talking about artificial urgency or scarcity like:

• “Only two spots left…”

• “Early bird pricing ends tonight…”

Instead, I’m talking about creating positive pressure.

Because here’s a harsh truth:

People hate change and would prefer not to take action to solve their problems.

So, you'll need to clearly (and loudly) highlight what the cost of inaction is.

Think:

• Negative impacts: what are they losing because of the status quo?

• Social comparison: how do they compare to their peers? (nobody loves to be left behind)

Promo Content

This is your direct proposal for your services.

This is where you:

• Paint the transformation your client will live

• Show them the world of opportunities awaiting them

• Kill the objections your prospects might have

• Compare your solution to other solutions

For instance, here’s the beginning of a killer objection email I sent to my ‘careers in consulting’ audience:

“I love it when candidates say, "I can prepare for consulting interviews on my own."

Because if you think you can, then you should.

So, if you're thinking, "Thanks, but I've got this covered with case books and practice partners," by all means, go for it.

But before you do, let me share some hard-earned wisdom…

These are the 35 obstacles you’ll need to overcome…”

Conclusion

Over the next few days, I'll explore each type in depth, showing you exactly how to create content that resonates and converts.

Want to get ahead of the curve?

Reply with "CONTENT" and I'll send you my swipe file of high-converting content templates you can use immediately.

Here's to creating content that sells!