How to be Magnetic
Write compelling content that invites and attracts the kind of customers you want … while repelling the ones you don’t want.
Attracting your ideal client is a bit like attracting your ideal partner. However, when it comes to selecting a partner, it’s somehow easier to set boundaries for who you’re willing to date.
It's counterintuitive, but if you’re broadly marketing to everyone by trying to create something for everyone, you’re not doing yourself any favours. Your messaging would need to be generic, lack interest and connection, and it would be forgettable.
What is the key to writing compelling content that invites and attracts the kind of customers you want … while repelling the ones you don’t want?
In my experience, there are 3 basic elements to the art of compelling content: clarity, originality and authenticity.
Imagine going on a first date and asking about the hockey hobby listed on their dating profile. Which response would make you more inclined to continue the conversation?
Response 1: “It’s a game I play. We wear skates and equipment to compete on an ice rink. Each team usually has six players. The object is to propel the puck past a goal line and into a net guarded by a goaltender.”
Response 2: “I’ve loved it since I was 4 years old and could stand up in skates by myself. Every year at Christmas, my whole family goes to the little rink in my hometown and we play in the annual tournament to raise funds that provide gifts for underprivileged children. I’ve made lifelong friends, learned some life lessons and I would love to coach some day.”
I don’t know about you, but after hearing response 1, my impression would be that they are probably intelligent, but don’t have much of a personality. It would be a challenge to feel a connection with them.
After hearing Response 2, I would think they have family values, a kind heart, is active and has aspirations to stay involved with the sport long term. I would feel like I had a little insight into who they are as a person, and would want to continue the conversation.
What if THIS was the response?
“Hockey has been huge in my family and community since I was 4. I’m looking for a partner that likes small town living, would enjoy lacing up a pair of skates every Christmas and joining my family’s team in the community tournament to raise funds for underprivileged kids in my hometown. When I have kids, I want them to play hockey for the sportsmanship, discipline and lifelong friends. I plan to be one of those parent coaches so I can be at every game and help them be their best.
After hearing that, there would be no in-between. I would have the same insight as above; however, I would either:
a) Feel ATTRACTED by the envisioned future … a life with kids in a small town celebrating family Christmases each year playing hockey,
b) Feel REPELLED and run for the hills.
Is your content, like #1? Valuable, sure, but no personality? #2? Authentic with a little personality but would appeal to anybody? Or #3? Valuable, authentic and speaks to a targeted audience? Let’s create!
3 BASIC ELEMENTS TO THE ART OF COMPELLING CONTENT
Clarity: First thing is first! You need to really be clear on who your target audience really is. What are their demographics and psychographics? Who are you talking to? How can you connect with them? What aspects of your story, expertise and personality would most appeal to them?
Originality: If you do not attract or repel, you might as well be invisible. People will not form an option of you and will forget they ever saw you. We're hard-wired to notice what's different. We're most attracted to the brands that speak to us directly, that have a specific point of view, and make it clear what they're about. If your audience resonates with what you say and like what you have to offer, they’ll want to envision a future with you. If they aren’t the right fit, you will have the benefit of not being burdened to serve them. Wrong fit people don’t “get you”, try to undercut you and can be disrespectful.
Authenticity: Authenticity is integral to your brand’s identity. Your unique story and experiences are what captivate your audience, foster trust and it builds an emotional connection. People are more likely to become fans and interact, comment and share content when it feels genuine. Whether it's making a purchase, supporting a cause, or spreading a message, genuine content has the power to motivate people to take action.
“Authenticity is the key to the human heart.” – John Lennon
Tap into your ability to attract and repel. Give yourself permission to focus on your ideal clients, the people you serve best, and turn the rest away. If you’d like some assistance, talk to a content specialist at Undercover Creators today.
Come on back next week and we’ll reveal the forth tip from our “6 Strategies to Kickstart Your Year”, Become the Authority. Learn how to showcase your skills, add value to your audience and boost SEO.