Creating Content that Sells
Welcome to the UnCloned® Insider newsletter. My name is Audria Richmond®, and I am your marketing and launch strategist. I'm so excited about today's newsletter because I have purchased a lot of products and services, this week and definitely last week. And I wanna talk about what was those things that made me buy, right, which moves me to talk about content. Right now.
Audria Richmond®:We've all heard it. Content is king. Content is this and content is that. But the thing about content, you can't just create any type of content. Your content has to be strategic.
Audria Richmond®:That's, you know, when you create good content that goes with great marketing, kaboom, you should be having sales, leads, and clients, period. Like, that's how that shit works. Right? And if we're gonna put in the right order, leads, sales, clients. That's how we could that's how we can put it.
Audria Richmond®:So today we're gonna be talking about creating content that sells. Now, before we get into the 5 types of content that's going to sell your products and services like hotcakes, The first thing I want to talk about is being strategic with your content. How many times have you been following someone? Let's say you're interested in, you know, learning how to dress yourself. Right.
Audria Richmond®:Maybe you're not as fashionable as you would like to be, and you follow a stylist online. Right? And when you follow this stylist online, this stylist is just posting quotes every day. Right? And you're like, okay, all right, that sound cool and all, but that's really not useful.
Audria Richmond®:Right? Like you posting a quote every day is not useful. I think the quotes that do really well online are quotes that are more thought leadership, like where you're giving your opinion. We're going to get into the 5 content types that being one of those. But when we think about strategic content, your content should be in direct alignment with your goals and objectives as a brand.
Audria Richmond®:So if you are a stylist and you work with, you know, professional women as an example, then you should be having content that's related to a professional woman. So if you talked about how a woman can look flattering when she's on stage speaking, how how a woman can look professional at the board meetings and how she should show up on livestream. This is how you style the top part of your body when you're creating online content, or this is how you should show up when you are presenting at different workshops. Like that type of content is still meeting the same goals of getting people to buy, you know, work with you to get them to style them. But you're also being useful.
Audria Richmond®:And oftentimes when I see people content is not being useful, I call it filler content. You know, the basic plain content that has no purpose other than to to look cute for a few seconds. You know, it's visually appealing. It's definitely, I like to call it it's definitely in alignment with that Instagram aesthetic, but it's not useful. Right?
Audria Richmond®:Can we all agree that it's not useful? The people that I tend to follow or am excited to follow are people who can add value to my life. And when I talk about adding value to my life, I'm not necessarily talking about where you have to give me the whole game 365 all day, every day, because there's a there is a borderline, right? That like there is a line between like, okay, I created this content and you're you're you're putting the content out there, but you don't have to give away the game to be useful. A lot of the times you should be answering, objectives, like, not objectives, but objections that your client is going to have.
Audria Richmond®:Right? So, like, if you know that people always talk about something being too expensive, talk about why it is that price and why you charge that. My husband and I, we just seen a really awesome ad, and the ad, it was a YouTube ad. I think it was like it may have been a local ad. I don't know.
Audria Richmond®:But they were targeting my husband. He's a man. Right? And obviously they they must knew he was looking at car videos or whatever. So this ad comes on and the first part of the ad was like, you know, our products suck and you like, woah, why would somebody who run a good ad start talking about their products suck?
Audria Richmond®:Like, you know, why would they do that? And he goes on to talk about how with their product, you don't need as many, like, for instance, it was like a bottle of, like, car wax or something. He was talking about how his particular product put a certain type of chemical in it, which would allow for you to not have 4 or 5 bottles of of other brands. He called them the other guys. And I thought that was a useful piece of content because he brought up a common objection about buying his particular car product.
Audria Richmond®:He knew that his car product was more expensive, so he figured out a way to talk about to turn it into a positive. Right? So, you know, instead of complaining about it on social media, because some of y'all are really good at that, instead of complaining about what you you know, people are not people don't respect my process and people don't know that at all. Instead of complaining about it, why don't you turn it into a positive? Something like, hey.
Audria Richmond®:This is why we do this, this, this, and this. This is why we require a consult. This is why like, give people the why. Like, people are very open to, being okay with what you have to say when they when they know for a fact that you are just being helpful, you're being useful to them. But when you're just bashing people for common concerns, you know, people are going to question your pricing.
Audria Richmond®:People are going to question your process like you shouldn't have gotten in business if you didn't expect that to happen. Everybody can't read your mind. Everybody don't know how long you've been in the game. Everybody don't know how much experience you have. So we have to give our clients grace.
Audria Richmond®:And I think that's where content comes in place. Your content should fill the gaps. It should do all of your it should answer all of your frequently asked questions. It should address your entire process as a business. It should be very clear about how you, work as a company.
Audria Richmond®:Your value should be stated throughout your content. Educating your client on what to look out for and what to look for without bashing other people. I think that when we think about content, we always think about I got to tell them everything I know, to be useful, and that's not necessarily true. That's not true at all. So today I want to go over the 5 types of content types that I feel like has allowed me to make a buying decision, last week and the week prior.
Audria Richmond®:Because when you understand this, you can really change the game. So let's dive into number 1. Number 1 is thought leadership. Thought leadership content, in my opinion, is the holy grail of content to aspire to or get to. Typically, I'm posting that type of content.
Audria Richmond®:I know Marty Woodard. He does a really good job of, posting that type of content. There's a couple of people online who post thought leadership content, meaning they're they're creating content based on their opinion, their experience, their expertize around a particular topic. And they always back it up with fact or data. Right.
Audria Richmond®:That is considered thought leadership content. It's not, you know, you can't say, you know, if you say that creating content every week is is stupid, you have to back that up with data. Well, what says creating every week, content every week is stupid. Like, what's your opinion on that? Or if I say, you know what?
Audria Richmond®:You know, you should be really thinking about what your marketing strategy is before you go and buy branding. That's one of my thoughts. Those are one of my opinions. And I wholeheartedly stand behind that. And I can I can put out data, you know, time and time again on why I feel like you spending a lot of your time on what it's going to look like and making it cute and pretty when you don't have a plan is stupid?
Audria Richmond®:Right. I can back that up based on data of working on working on projects myself and working on projects with my clients. So thought leadership content is typically opinionated and is back with data and statistics. And sometimes it could just be your values and what you value. Right?
Audria Richmond®:Number 2, interviews. So there's a guy named Wall Street Trapper, and, he was on EYL Earn Your Leisure podcast or YouTube channel. And I'm personally interested in getting into stocks and really trying to learn from people who've been there, done it right. Like, I'm not trying to learn for somebody who learn it just like me. I want to really work with people at this time and stage in my life with people who've been there, done that, got the whole receipt for it.
Audria Richmond®:Okay. And, he came up a lot when I asked about, you know, who should I look into for stocks and things like that? And this is the this is I really want to kind of point a picture, paint a picture of like how this works, right? So I said one day, hey, I am interested in getting into stocks. Right?
Audria Richmond®:I want to start. I'm already invested in stocks. I invested like, you know, $12,000 into stocks. Right? That's not a lot when I look at some other people portfolios, but it's my low investment portfolio.
Audria Richmond®:So I feel good about it. Right. And so I'm like, you know, I really want to ramp this thing up and I really want to kind of learn from the best. I'm again, I'm not trying to work with people who figuring it out. I want to work with people who already got it.
Audria Richmond®:Right. And so I made a post on my Facebook page, not my Facebook page, but my, Instagram page. And I was like, Hey, do you all know any stock people out there? And, people start tagging different people. And Wall Street Trapper came up quite a bit.
Audria Richmond®:Now, this is not the first time that I heard about him. I actually seen him on The Breakfast Club. I think I had seen him on EYL podcast a lot sooner than that. But I said, you know what? Let me, like, pay attention, right?
Audria Richmond®:Because, this is something I'm truly interested in. Now I want you to take place like I want you to take notice of what's happening. 1, I inquire about who's out there, who's the best. Now the only way for someone to tag you on a post and say you are the best is because you have the most mindshare in that person's mind. Write that down.
Audria Richmond®:If if you are the 1st person that comes to mind, right, you're the 1st person that comes to mind when someone is thinking about a particular product or service and you come up repeatedly, that means that you have market share when that person is looking for that particular topic. Period. Right. Anytime people are like, hey, I'm looking for a marketing person, I always come up, you know, especially in some of these Facebook groups. I'm always coming up.
Audria Richmond®:So that means that I'm being present. That means that I'm being consistent. That means that I'm showing up. So in order for me to even take advantage of an opportunity, I first have to be remembered so people can remember to tag me when opportunity present itself. Like, I hope y'all I hope y'all got that.
Audria Richmond®:So, as I'm going through, I'm like, okay, I'm a check him out. And I began to watch everything I could find on him. I, you know, I think I was already following him on Instagram. You know how Instagram is. You don't really get to see everybody's content all the time.
Audria Richmond®:So I'm, I'm on his, his Instagram and I'm looking at his IGTVs. I'm watching his content. I, what else did I do? I went to the I went to Earn Your Leisure podcast and listened to his interview. I went back and finished listening to his interview with the breakfast club, and I said, you know what?
Audria Richmond®:I want to learn from him. Now let me tell you what just happened again. I'm I'm also trying to break down what I did and then the strategy and the psychology behind it. I went and binge watched his content to make a buying decision. Are y'all getting this right?
Audria Richmond®:So again, like I stated and talked about earlier, I don't really I'm trying to convince myself that this guy is the GOAT, and the only way I can do that is by doing my research, AKA due diligence. So I'm doing my due diligence. I'm checking him out. I'm looking at his content on his social media channels. I'm looking at his content on, YouTube.
Audria Richmond®:I'm looking at all the interviews he's done. I'm convinced that this is somebody I want to learn from. The next thing I do, I go back to his Instagram page and I click the link in his bio. Granted he has everything there listed. One of the things that he talked about in his interview was how, you know why he don't really trade on, Robinhood, right?
Audria Richmond®:The app and I'm on Robinhood. So this was a very important segment of that interview. And during the interview, he talked about why he liked TD Ameritrade. I think that's the name of the company. And when he said that, I went to the site and I was like, I don't know what the hell I'm doing.
Audria Richmond®:And guess what he had in the leg of his bio, how to set up your account on TD Ameritrade. How useful is that? You notice how his content is highly relevant to what he sell. So I bought that, got up, got my TD Ameritrade account set up. I transfer some money over to TD Ameritrade.
Audria Richmond®:And when the stock market opened up on Monday, I'm going to make some more investments to build my portfolio. Right. So I'm learning, okay, I'm learning like, okay, I'm still looking at like, okay, do I want to move my entire portfolio from Robinhood to TD Ameritrade? You know, the cool thing that I did learn about TD Ameritrade is like all of the different companies and all the data you get is an amazing tool so far right now. I wouldn't have known all of that had I not watched this interview, had he not been tagged in the post, had he not been showing up to be remembered from the people who tagged him.
Audria Richmond®:Now you see how him creating content led to him being remembered. And when I needed someone like him, he got tagged. And when he got tagged, I did my due diligence. And when I did my due diligence, I purchased something from him. During my research phase, he was being interviewed.
Audria Richmond®:During my research phase, he was still going live on Instagram. He was still creating IGTVs. He was still posting very frequently, he was still posting thought leadership content. Do you get what I'm saying? His content is highly relevant to what it is that he actually sell and do.
Audria Richmond®:I really want you all to get this because when you get this, when you really, really get this, you too can begin to create content that that follows the psychology of how people buy. And that's why I'm pointing out certain types of content because there's hundreds of types of content that you can create. But I'm the reason I'm spotlighting these 5 is because when you learn how to dive into these types of 5 pieces of content, you, my friend, you're gonna be rolling in the dough. And then the next thing to do after you start to create these types of content is to be consistent. Keep showing up so you can be remembered.
Audria Richmond®:Okay? So that was number 2, interviews. Number 3, how to content. You know, believe it or not, people actually wanna know how it's done. So how to content can also fall into, you know, here's our process.
Audria Richmond®:This is how we do things. That could fall into the how to as well. It does not necessarily have to be a how to video. Let's just say you publish books as an example. You don't necessarily have to show people your entire book publishing process.
Audria Richmond®:However, you can show people how to get started, how to work with your company, What is your process for how you all get people published? How to is really can fall into those 2 buckets. So when we talk about how to content, if you are a teacher or educator, how to, you know, even if you did a short version or a micro version of your how to that's going to sell the bigger course because now people know what they're getting themselves into those. That's number 3. Number 4 is demos, tours.
Audria Richmond®:Any type of demo content or tour content is a great way to sell your products and services. So when I was running my marketing membership, the unclean marketing membership, we had a tour guide video. It was about an hour and it was a really good video. People could watch that video and enroll into the unclean marketing membership without having to talk to anyone. And that's really what your content and your marketing should be able to do.
Audria Richmond®:It should educate a person so well. It should handle all of the different objections and it should get them so excited about ready to throw their credit card at you. But you can't do that unless your content is answering all of the tough questions. It's addressing all of the frequently asked questions, and it's also addressing your process and how you work as a company. Okay?
Audria Richmond®:So demos, tours, how to all of this stuff is going to be good. And number 5 results. Okay? Results and case studies. Come on y'all.
Audria Richmond®:We talked about this before. We live in a society where they where everybody be, what they call it, capping. I hate that term. But anyway, you know, people be lying in Memphis. We call it flogging.
Audria Richmond®:Okay. People are always lying on the Internet. Okay. It is probably the is probably the coolest place to lie without having to really prove yourself as much right. It's so easy to lie on the internet.
Audria Richmond®:It's ridiculous how easy it is to just lie. So the only way to get around that is to be able to showcase case studies and or results around how you get someone a result. Right? If you can demonstrate results or case studies, that would be great. The next thing underneath that would be reviews and testimonials.
Audria Richmond®:But if you can do that as a form of content, it let people know, like, oh, I'm not the only person that's giving you money. Cool. I can trust you with my money. Now just because somebody got a bang and testimonial and a bang in case study doesn't mean they're a great service provider. Right.
Audria Richmond®:We talked about, you know, how to attract premium clients in the last newsletter. If you haven't watched that one, definitely make sure you go to the footer of your email. That way, you can tap into the archives and watch that. So that's one thing that you have to keep in mind. Okay?
Audria Richmond®:So let's go over those 5 things again. Number 1 is thought leadership. Number 2 is interviews. Number 3 is how to or what's my process or how we get things done. Okay.
Audria Richmond®:Number 4 is demos and tours. And number 5 is results, case studies, reviews and testimonials. Right. The result factor. So those are the ways those are the types of content that you should be creating, and those are the type of content that's actually going to seal the deal for you.
Audria Richmond®:That's the type of content that's going to keep you paid. If you look at anybody who's really killing it, that's the type of content that they are sharing. Right. It's very useful. It gets me excited to be, you know, connected to that person.
Audria Richmond®:So I really, really, really do hope that you all enjoyed this newsletter. Please, please, please tell 2 or 3 people to go to unclowninsider.com, to sign up for this audio newsletter, the unclowninsider newsletter. I hope you all been enjoying it just as much as I have been enjoying creating it. Also, don't forget to screenshot your email. Tag me on social media.
Audria Richmond®:That way I can know that you are listening. Also, below this audio, you're going to find a little bar that say leave a comment. Click that and leave a comment. I wanna know y'all listening. I wanna know your biggest takeaway.
Audria Richmond®:That's what keeps me excited to keep these coming, and I really do hope that you have enjoyed it. I look forward to serving you and building your UnCloned® brand. And until next time, go live your UnCloned® life. Bye bye.
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