Your Power Content Strategy
By Andy Phillips
Property Pipeline Pro
November 22, 2023
Creating Powerful Content That Speaks Directly To Your Target Audience & Overcome Their Objections...
Creating content that has the power to drive action can be tricky. So this strategy will help you create targeted content that will help prospect investors to feel the NEED to talk to you.
This exercise will give you the clarity you need to create content that matters and is 100% targeted to you ideal client. We have spoken before about identifying your ideal client, but just a quick reminder before we go onto the exercise.
Identifying your ideal client is an essential step in your marketing. If you market too broadly, your sales copy, videos, posts and articles loose a lot of power. You only need to focus your efforts on the people who are going to do business with you. It's a good idea to write down a profile of your perfect client type. This is called an Ideal Customer Profile. The idea is to create an avatar to have in your mind whenever you write a post, create a document or shoot a video.
If you have this person in mind, you can go onto the next part which is to work out what content will speak directly to that ideal client with the focus on getting them to take some action.
Powerful Content Strategy
The Power Content Strategy is a exercise to get some really laser focused, powerful content ideas that resonates with your target audience and provides the information they need to move forward. It is designed to tackle their self limiting beliefs.
It's content that does not shy away from their fears and concerns about doing business with you, in fact this content is designed to focus on those fears by challenging their false beliefs. If you can change their minds, you can change the outcome.
Everyone has opinions about you, your industry, your products and services, but also they have some deep rooted fears about their own ability. This is basic human nature, it's what holds a lot of people back from making decisions. So the exercise will help you to identify what those fears and false beliefs are and what content you should create to alleviate those fears.
This is a 3 Stage Content Creator To Eradicate SELF LIMITING BELIEFS
The Process
To achieve the best results, take some time out, grab a cuppa and put some real thought into the exercise. You can just write this out on a piece of paper or download the Google doc that can be accessed HERE>> Your Power Strategy Google Doc Blank. Make a copy and save it to your own Google drive or print it off.
Don't forget the end result is to find ideas for powerful content that your idea client will consume that will dispel their inner fears, the things that are stopping them form taking the next step.
The process is in 3 stages:
Stage #1 is all about education and awareness and askes, What false beliefs does your ideal client have about what you generically offer?
Stage #2 is about Personal Engagement and askes. What false beliefs do your ideal clients have about themselves NOW?
Stage #3 looks at conversion and askes, What is a false belief your ideal client has about your specific offer?
Stage #1 Education and Awareness
Once you access the Google doc, you will see this first action box.
Make a list of 5 false beliefs could have about what you and your business generically offers.. This means what your sort of business offers within the market. So, if you source property deals, what false beliefs do prospect investors have about that specific industry sector.
This could be things like:
'Thinks the cost that deal sourcing companies charge is too much' or 'Thinks that the property deals can't be that good otherwise the sourcer would have kept the deal for themselves'.
Now put all those fears and concerns in the left hand column.
next think about what framework. blueprint or content piece you have or can create that eradicates this false belief. The end result could look something like this:
Now you have ideas for the sort of content that you can create to alleviate their fears about your place in this industry sector.
Stage #2 Personal Engagement
Section 2 in the accompanying Google doc is all about the limiting or false beliefs your idea client has about themselves. This can be a massive blocker to them taking action. You may think you have no control on the way someone thinks about themselves, but using this Power Content Strategy, you will have the tools to help them get over themselves and in turn encourage them to turn to you for a solution their their internal struggles.
As before, you need to think about what false beliefs your ideal client may have about themselves. Start by putting 5 of these limiting beliefs into the left hand column.
The fear they have about their own ability can be overcome if you show how you can support and educate your clients in their journey. This will encourage them to use you for further deals, because of the support you offer and your goal to help them build a lucrative portfolio over time.
This completed section could look something like this:
Now you have even more content ideas. Think about how you can put these together. Articles, video and downloadable PDF's are the main ways to share your content.
Now let's move on to the last section.
Stage #3 Conversion
This stage is going to be an important last step to converting a prospect investor to take one of 3 actions, all of which can take place on your website or through a call to action in your posts.
1 - To call you
You can put your business phone number into the post on social media, in an email directly to the prospect or the phone number on your website.
2 - To download your prospectus or initial investment guide.
Your main investment guide should be downloadable from your website, in fact it should be your primary call to action on your site. When someone downloads you prospectus you will capture their details creating a lead you can follow up using email automation.
3 - To book a call with you
You can use your call booking page as a call to action or your website where your call booking link is your secondary call to action. Again, you capture a lead.
In this stage we are going to tackle the false beliefs your prospect may hold about your specific offer. This is all about you and your business. Are you the business they want to work with?
Think about what fears, concerns and false beliefs your prospect investor may have about YOU and the business you run.
As before, fill in their potential fears in the left hand column and put down your content ideas in the right hand column to counter these false beliefs about your business.
The end result could look something like this:
Completing this exercise will give you a lot of ideas for content that will stimulate real interest in your business whilst creating content that will be critical you the different levels of your sales funnel.
Stage #1 perfect for the top end of you funnel, general postings on social media platforms.
Stage #2 is great for top end of funnel, but also as content to be used in a follow up campaign.
Stage #3 can also be used in follow up campaigns but also great follow up content once you have had a call with the prospect investor.
The Final Word
Creating content that convinces prospect investors that YOU are the right company to do business with holds a power that can not be dismissed.
Everyone has false and bias beliefs that you can tackle head on. Your property business is valuable, and here's your chance to prove it's value and make sure you beat the competition and become the only company they want to deal with.
This sort of content is aggressive in nature, but think about it as fighting YOUR corner. You have an amazing business so hit the objections head on without flitching!
When creating this content, be proud of what you offer, you have worked hard to create a way for others to be successful. Once they come on board, prove that they were right to have faith in you. They will then be happy to provide testimonials and case studies which you can then use to convince others.
And so the marketing circle closes and you have an amazing business.
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