Business Breakdown
with Anne Samoilov

Ouch! Stop Making These Crucial Content Creation Mistakes!

You hit publish every single week religiously.

You send out your newsletter like clockwork.

You have your blog feed automated to post on
social media.

You share your posts again and again.

You leave comments on other people’s blogs.

You’re doing what you think you need to let people know your blog and business exist…

You’re being consistent, helpful, and well…consistent!

But yet – something’s missing.  Traffic. People. Eyes. Paying customers.

1. You Speak Shorthand

Be obvious. Think about someone who stumbles on your site or your post or your emails or your products for the very first time.  Always be thinking – who am I, what do I teach, and who do I teach?

Perhaps you want a friendly, conversational style to your writing.  But don’t forget to bring it back to the obvious benefit from reading or taking action on your blog post.

Before:
You wanted it – you got it. Here it is. My formula for success.

After:
You wanted training on underwater cat training – you got it.  Here it is – my secret formula for putting scuba gear on cats and bring them under water without scaring the bejeezus out of them.

Okay, so maybe that’s a little far fetched, but try to be really specific and straight about what you are teaching and talk about it without leaving too much room for guessing.

Stop confusing would be customers – by keeping it real and be direct.

2. You’re trying to cover too many topics

You want to show your readers a step by step method that you know works – like breaking down ideas into goals. And then midway through the article or even at the end you bring up a completely new and related topic about boosting productivity.  Though they may seem similar and absolutely relevant to one another – you are giving the reader too much to think about and process.

Derek Halpern talks about this on his blog all the time – about getting one result or sticking to one topic.

You don’t have to talk about productivity and the benefits of project breakdown.  Pick smaller topics within a broader category.  Not only will you have more to write about – you’ll help people get better results!

Along those same lines as too many topics – think about the action you want people to take.  What 1 action do you want people to take as a result of reading your blog post or reading your content in any form.

A sales page asks you to buy a program, product or service.

Imagine every blog post is a sales page.  You might have a series of posts that ask people to do the same thing.  The outcome is what you’re after.  Look for ONE thing you want people to do as a result of reading your content.

3. You are speaking to everyone instead of a specific person

This is a big mistake I made throughout the first 2 years (yes, 2 years) of my blog.  Not only was I talking about general fitness, but I also took on mindset, general mommy stuff… and yet, I wondered why people weren’t digging in.

I got lots of great feedback about the writing, but was not gaining traction on my site.

When I switched to a deeper topic, I naturally started speaking to a specific person or people.

Women entrepreneurs who were already on my list, raised their hands and went from me not even knowing they were there to referring their friends, leaving comments, and buying my products!

So – even though you may be thinking you don’t want to alienate that next potential customer or reader out there, it’s better to speak to one group of people who are more likely to keep coming back over and over again.

It’s kind of the same in life if you think about it – are you friends with everyone? And do you really want to be?  Ok then – stop trying to be friends with everyone.  Be yourself and be done with it.

Action Time

Choose one of these mistakes right now and get to work:

1. If you’re speaking shorthand – write a blog post to a specific group of people about a specific mini topic so a new reader landing on your site will know exactly what you’re about.

2. If you’re trying to cover too many topics – take your main topic and break it down into mini topics. THEN and only then, write a blog post on one of those mini topics. Rinse. Repeat.

3. If you’re not speaking to one group of people – do one or all of the above and make sure you are talking to a specific person or group of people.

Confession Time

Extra Credit: Are you making any of these blunders? If you’re not sure… be brave, leave a comment below with your URL… Don’t be afraid to get in the hot seat.

Need more actionable advice?
Get your FREE weekly marketing “to-do” list
straight to your inbox every Wednesday:
About Anne Samoilov

Anne Samoilov is the creator of Fearless Launching - a program teaching entrepreneurs how to pull off their first launch. Each month, she’ll come in here and write about managing launches, teams, and setting up systems to keep you productive and your business growing. Check her out on Facebook!

Comments

  1. Great post Anne! Am I making these mistakes? I think I probably started off with a bit of a general wobble. I am however trying very hard for my unique voice to speak out, the one that would appeal to my customer’s needs. You advice is great as usual but at the end of the day trial and error also matters. I hope to avoid as many of those errors as I possibly can by following your wisdom:)

    Katya

  2. Great article Anne! It took me FOREVER to practice these tips and feel like I was really HELPING, instead of overwhelming my clients/readers. It’s sometimes hard to pull back & not tell ’em EVERYTHING you know, especially when you really get your topic and area of expertise.

    Not only have the tips you mentioned helped get my followers/clients great results, but it’s how I run things behind the scenes when I’m working one-on-one with my VIP clients. (Too bad I didn’t make that connection sooner & change my writing style back in 2003!!!!!)

    Total Game Changer!

    Great to “see” you & “hear” your voice again!

    M

  3. This is just what I needed to remind me to get to work tweaking my blog. I’ve just recently started getting back into blog posts. I started off full force then dropped it like a hot potato. Now I’m trying to figure out my footing. I’d say that I’m not being consistent or finding a particular group, for sure. I’d love feedback though. Of all my fans, friends, followers and readers, I’ve got 1 (yes only one) that even orders from me semi-annually. The rest is “giveaways”. Anyway, another set of eyes always is appreciated. Thanks. -Jessica

  4. Great post – and great tips – I need to work on all three, but I think I’ll start this week with speaking directly to my target audience – not anyone in general!

  5. Ouch…I think I’ve got some work to do on #2 and #3. Terrific tips, Anne.

    Thanks for the offer for feedback! I have two blogs:

    http://www.RiverwoodWriter.com
    http://www.Heartspoken.com

    The seat is hot, but I can take it :-)

  6. Eeek. I’m sure I’m making the mistake of taking on too many topics. Primarily, I help people free their bodies from pain and stiffness. Inside of that, I also touch on personal freedom, inner happiness and mindset. You’re right, tailoring it down might help a bit. Clearer content, better and more valuable, and probably less time consuming and stressful for me to produce. Going on the “must implement” list ;-)

  7. I have to stop speaking to everyone. There is so much diversity among my newsletter subscribers, but as I write this I realize that I am the common denominator. They subscribed because of my topics, what I do interests them. I don’t have to be someone different or try to craft different messages. I can take what I have and go deeper. If some say that’s not for me that is a good thing because I am looking for matches. Thank you for reminding me/us to stay focused.

  8. I’m not sure. Could you please take a look if the offer is still open?
    http://www.jennifervalerie.com
    Thanks in advance if it still is.