026: Stories Sell, Facts Tell: Here’s Why Your Content Isn’t Converting

Erika is SOLO today for an episode focused on helping content creators improve your storytelling skills! If you’re a content creator who is struggling to get your content seen or attention on your stuff… you’re gonna need to listen to this episode.   We’ve all heard the saying, “Stories sell, facts tell.” It’s a powerful statement that encapsulates the essence of effective communication. Yet, many content creators find themselves wondering why their meticulously crafted pieces fail to convert. If you’ve ever felt frustrated by this too, you’re not alone.   In today’s episode, we’ll uncover the 4 ingredients you may be missing in your content that’s hindering your ability to connect with your audience and, ultimately, make sales.   Whether you’re a seasoned marketer, a budding entrepreneur, or someone simply interested in the art of compelling communication, this episode will provide you with valuable insights and practical strategies to enhance your content’s conversion potential.   So, tune in NOW to learn how to create content that truly resonates!  

4 Reasons Why Your Content Isn’t Converting

  • No one knows what the heck you do.

One of the primary reasons your content might not be converting is that your audience simply doesn’t understand what your business or brand is all about.   If your messaging lacks clarity and fails to communicate your value proposition effectively, potential customers will struggle to connect with your offerings. It’s crucial to clearly articulate who you are, what you do, and how your products or services can benefit your audience.   By providing a clear and concise explanation of your value, you can eliminate confusion and increase the chances of converting prospects into customers.   Telling your story has a framework to it. We didn’t even invent this, we’ve studied some of the greats and how they teach “storytelling”.    The framework, as told in Building a Storybrand by Donald Miller:
  • A Character (your customer)
  • Has a Problem (they need to solve)
  • And Meets a Guide (your business)
  • Who Gives Them a Plan (your solutions)
  • And Calls Them to Action (to start the buying process)
  • That Ends in Success
  • And Helps Them Avoid Failure (what would happen if they don’t buy)

  • You’re inconsistent.

Consistency plays a vital role in content marketing success. If you’re inconsistent with your content creation and distribution, it becomes challenging to build trust and maintain engagement with your audience.   Inconsistent posting schedules, sporadic content quality, or constantly changing messaging can lead to a lack of reliability in the eyes of your audience.   To overcome this, establish a consistent content strategy and stick to a regular publishing schedule. Delivering valuable, consistent content builds trust, establishes your authority, and keeps your audience engaged, increasing the likelihood of converting them into loyal customers.

  • Your content isn’t compelling.

Even if you have a clear message and consistent delivery, your content might still fall flat if it lacks the power to captivate your audience. Compelling content goes beyond providing information; it evokes emotions, tells stories, and sparks curiosity.   If your content feels dry, uninspiring, or overly promotional, it won’t engage your audience on a deeper level. To create compelling content, focus on understanding your target audience’s pain points, desires, and aspirations.   Craft narratives that resonate with their experiences, address their challenges, and offer valuable insights or solutions. By creating content that grabs attention and resonates emotionally, you can increase the chances of conversion.

  • You talk about what you sell, not how you solve problems.

One common mistake in content marketing is overly emphasizing your products or services instead of focusing on the problems they solve.   While it’s important to showcase what you offer, your audience is primarily interested in how your offerings can benefit them. By shifting the focus from features and specifications to addressing your audience’s pain points and demonstrating the solutions you provide, you can create content that speaks directly to their needs. Instead of a hard sell, adopt an educational and problem-solving approach.   Position your content as a valuable resource that helps your audience overcome challenges, and they will be more likely to convert into customers. Loved this episode? Dive deeper into this topic by snagging our mini course that will take you through 30 days of getting clear on your brand, and your content, so you can start monetizing your platforms now at https://www.trustissuespodcast.co/content!

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