How do you create magnetic content? How do you attract more clients through content? Many of my coaching clients feel very overwhelmed by marketing in general, some don’t even know where to start. Posting randomly about your business on social media, however, doesn’t automatically grow an audience. Nor does your website attract buyers just because you have a nice portfolio on it. What does help to convince viewers and readers to buy from you, is the right content for your brand. Here’s how you do that.
Create magnetic content and give off the right vibes
What is magnetic content, anyway? Magnetic content is content (images and words) that resonate with your ideal client. When they come in contact with your content, they feel attracted by it. It speaks to them! It may give off the right vibes that match their own lifestyle, or it may show core values that they share. More often than not, the content touches upon their emotions, or their current situation (their ‘pain points’, if you like).
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Core values and alignment
Let’s give an example. You are a graphic designer and a brand expert, and you have a solid portfolio already, but there is not much cohesion in the projects. Until now, you worked for everyone. You have decided, however, that you want to start working with better clients, and those who are more aligned with your own values. People who do things you can get behind. You love working with clients who want to make a positive change in the world and who feel passionate about topics like diversity and green energy. How do you attract more of those people?
You attract those clients by being very specific in your content. More about them, less about you. If you want to attract a certain type of client, you need to understand what they are looking for, and what type of copy and imagery will make them feel confident enough to get in touch with you. So you reflect their core values and the things they are looking for, on your website and socials. This makes them feel heard and understood. They will quickly see whether you are the right person to contact or not.
Repel people with your content
A magnet has two sides, one that attracts and one that repels. Your content should be exactly that. By optimising your messaging so that it speaks to your ideal client, you also do something else; you turn off the people you don’t want. That means that the more specific you are in describing what you do and for whom, the clearer it becomes for those who wish to work with you. Those who don’t recognise themselves in your message will seek a solution elsewhere. That is how you weed out the clients you don’t want to work with.
Your marketing message, therefore, needs to be very clear. How do you write a strong message? By including the who, the what, the why and the how. Know exactly who you want to serve, what they are struggling with or looking for, why they should care about your service, and how you help them.
Types of content that attracts more clients
So how do you translate this message into actual content? On your website, for example, you can improve the introduction or welcome page. Use your message here, describe in short what you do, for whom and why. When someone lands on your website, immediately grab them with compelling text and imagery that resonates with them. Are you passionate about eco-friendly solutions and do you want to attract more clients who feel the same? Mention this word in your copy, use images that reflect this desire too. Using certain keywords that tie in with your message and values will also help your findability in the search engines.
You can write blog posts about the topics that are close to your client’s heart. Write about things that matter to them, that are of value, perhaps educational. Share a case study that shows off the type of project you want to attract more of. You get it? It is all about creating a brand that your ideal client feels at home in.
On social media you can post videos or articles doing the exact same thing. Create magnetic content and copy. Everything you put out online needs to serve one purpose: to support your core message and speak to the current situation of your ideal client. If your client suffers from specific health issues, for example, you create content that makes them feel understood and heard. You create a space for them to find hope support. Some valuable tips you share freely, and perhaps once a week you share an offer to work with you.
Magnetic content is not rocket science
Some online coaches and course providers make you believe that creating ‘magnetic content’ is some sort of secret code you need to crack. Or something only they can teach you during an expensive programme. I call this BS. It is not rocket science, it is simply tuning into your audience and creating content that they find attractive. The first thing I would suggest to you, is to scan your website and do an audit. See whether your content and copy talks enough about the issues your client struggling with, or the topics that they are passionate about. Many people make the mistake to talk too much about themselves on their website, so this is an easy one to improve.
If you are feeling stuck defining your core message, my Light Bulb Sessions are the perfect way to solve this. I have helped many clients come up with clear and powerful messages during my 90-minute coaching session. Are you interested? Light Bulb Session.
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