There’s a lot of advice out there about creating content without selling.
But here’s the thing:
If you want to make money, you need to let your audience know you can help them.
That’s why when I work 1-1 with clients writing Client Attracting Content, every week we send a promo post to their audience.
A promo post that highlights:
- A client result
- A testimonial
- An offer
And it works pretty well.
For example, this agency owner signed an $18k deal from LinkedIn within 21 days of working together, then went on to make $100k in just 2 months:
Powerful stuff, eh?
Don't be shying away from promo posts.
But if that's not convincing enough for you and you're still #TeamNoSellingOnSocial then you better stop reading because we can't be friends.
I'm joking.
Here’s 3 big reasons why my clients aren't shying away from promo posts:
Reason 1. Promo posts build authority
If you're posting constantly on social, but not getting enquiries in the door?
It's almost certainly because you haven't built authority.
Authority is what you earn by showing proof that you know your shit, basically. And without that, nobody is going to believe you can help them.
This is why you see 500,000 follower accounts making no money.
Because they create wildly popular content but have no authority in anything.
Promo posts build authority.
Post them.
Reason 2. Selling is how you make money
I know, ground breaking stuff right.
To make money, you have to sell.
But shockingly, a lot of cult leaders influencers out there try to tell you that you can (and should) make money by not selling and actually just giving everything away for free all the time.
Having worked with dozens of agency owners, consultants and coaches, I can tell you that selling is the best way to make money from your content.
No, it's not as sexy as going viral.
But it depends what you're in the game for:
Money or popularity.
Wealthy entrepreneurs might tell you not to sell for years.
But if you want to make money now, you need to remind your audience that you’re here to help them solve their problems.
Reason 3. It balances your content strategy
Contrary to what I just covered, we can't sell all the time.
(well, at least not directly anyway, but that's a topic for another day)
Your audience will eventually turn off and go cold on you if they see you selling day in day out. So I prefer to go about things with a balanced strategy.
You still get to post your normal content - educating and telling stories and showing your personality - but we make room for a promo post every week.
Then, your strategy does everything you need it to:
- Grows your audience
- Nurtures your audience
- Compels your audience
Without overwhelming your calendar, your business and your time.
I'm all about the sustainable growth way.
TL;DR:
- Promo posts build authority
- Selling is how you make money
- It balances your content strategy
Selling is part of my client's content strategy because I want them to both become an asset to their audience and make money.
Promo posts build authority and remind people that you're ready to help your audience solve their problems.
Don't sleep on it.
