The problem with informational content
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Reader, You've heard it all over the interwebs... Informational content is dead. AI is replacing.....everything. But then, everywhere you turn, you see more informational content. So, what's up? Today, I am kicking off a series on content that actually drives action in today's market, and how you can stop wasting your time. Sound fun? Coolio - then let's dive in! How content has changed... For years, your "how to______" hooks would crush. People ate that stuff up. Saved it. Shared it. Today... That content is still part of a complete content strategy - but there are some caveats. Instead of the most basic how-to fluff that can be easily ChatGPT'd, you want to shift your how-to into more of a nuanced, results-based approach. Example: Instead of... How to make $10k per month in your coaching business... Do this... How my client with a fitness coaching business increased her revenue from $2k/month to $10k/month without posting 25 times a day on social, or launching - using my simple sales call formula. You're still giving information, but it is interwoven with proof, real-world application, and specificity around actions which showcases actual depth vs. generic platitudes that really don't help anyone! The missing link in MOST content strategies... Most people create content with the same approach... They teach on topics, then make pitches related to that content to go further. When you layer on our Conviction Marketing approach, they create hope for what's possible, and they share why they are so passionate about the topics they are teaching on. But, there is one thing missing... And it can be done with ANY type of content (how-to, hope, or Conviction)... And it's the ONE type of content that drives action... It's THE GAP. Most people are not effectively creating a gap between what the person consuming the content wants and how to GET that result. They are either sharing EVERY SINGLE THING, so there is no need for anyone to buy anything... Or they aren't sharing enough to showcase why the problem exists and how they are UNIQUELY equipped to fix it. You want your content to showcase that you fully understand a problem and outline a solution (ie. your framework). But if you want people to BUY something, they have to understand what they are missing by NOT working with you. For example... You can download our Substack Checklist and get a list of things to do grow your Substack. But you will have lots of questions about free vs. paid, and then how to actually sustain growth. You can get that if you buy our playbook, which outlines in 20+ pages a more complete strategy to grow and monetize. You and your team can definitely implement that and get some results. But you will likely have multiple questions that come up. You won't get our team SOPs, you won't get the full explanation of the STRATEGY behind how we are moving people from free to paid subscribers, then into our programs. You won't understand how to use this as a Trust Builder in your current ecosystem. You won't get all of our behind-the-scenes of daily + weekly cadences that turn free subs into high-ticket buyers. Our checklist will give you action steps. Our playbook will give you an overview of our strategy and how to implement it. The intensive will give you the A to Z strategy + every step of the tactical application + every mistake to avoid + time to ask questions + our 30 day growth challenge + our SOPs + our community to help support you. The gap? You are on your own with our checklist and playbook. With the intensive, you have everything we know dumped in your lap plus time to ask questions to customize it for your business... meaning no wasted time making mistakes trying to figure it out! Understanding how to communicate the gap is what creates DEMAND for your paid offers. It says to the reader... Here's what you need to know (how-to), here's what you need to believe (hope), and here's who you need to be (conviction)... But it doesn't give you the play-by-play. It gives you enough to get started and learn on your own. Which means you make all the mistakes. You have to do all of the adapting to make it work for you. Buying the thing means you can SKIP all of that. You can get real-time feedback that is specific and direct, which isn't in the free content. How do you do this in the wild??? Sounds great, Danielle, but like, how do I do this? Here's a simple framework for your content... Start with a desired result... Explain how you or someone you've worked with got the result... Give some context about HOW they did it and reference your framework... Explain what they tried that didn't work, and why that thing didn't work... Then explain why YOUR method worked... Reiterate the result... Then, give the call to action. Here's an example POST: One of our clients had fewer than 300 Substack subscribers (she started with ZERO). She made $6,000 in one week (her team ran it completely without her). Not from growing faster. From structure and strategy... She didn’t have to create a bunch of new content. We walked her through our free content strategy that is designed to drive people to her paid content on the platform. We walked through our daily cadence for using notes to grow free subs, then moving subscribers to paid from there. We walked her through how to set up paid tiers and possible ways to structure them. That’s it. No complicated funnel. No stress. Her team implemented what we taught, A to Z. Would you LOVE to see results like that without banging your head against another obnoxious algorithm? Without thousands of short-form videos? Then, Substack is for you, and we are giving you the EXACT process this client used (A to Z ) so you can build a monetized audience from day 1, and feed your other programs. Inside the Substack Intensive, we give you: • The exact free → paid framework You do not need thousands of subscribers (we didn't import a single subscriber, neither did this client). You need a complete strategy + simple systems to execute on so you can get results from day 1! If you want to install the same system she used, you can join us here! ..... I've got a lot more to come on this idea over the coming weeks... It will transform your content creation... It will increase your results... So, stay tuned. Oh, and get in here for this intensive already :) See you Tuesday, Danielle |
Kelly Roach International
Kairos Leadership and Thought Leader HQ
Reader, This week's newsletter is super practical... We are breaking down different ways to turn your followers into sales conversations... Scripts included. Let's dive in. Here’s where most people overcomplicate this: They think sales conversations start when someone says “I’m interested.” They don’t; they start the moment someone enters your world. And if you’re not intentionally guiding the conversation from start to finish… You’re letting leads fall through the cracks. So, let's change...
Reader, We've been talking a lot about content this month... How informational content has to create a gap instead of just giving away steps. How hope content has to be grounded in proof, not just feel-good quotes. But there's a third thing happening that I haven't talked about yet. And honestly? It might be the biggest offender when it comes to your content attracting LURKERS and FREEBIE seekers instead of buyers. Because it doesn't feel like a mistake... It feels like the RIGHT thing to do....
Reader, Last week, we talked about informational (How-To) content... This week, we are talking inspirational content, or what we call HOPE content. And this kind of content strategy is EVERYWHERE. “Inspirational content is what builds connection.” “People buy based on emotions." “Just share your heart.” And yes. Emotion matters. People do buy based on emotion and back it up with logic. That's true. But emotion ALONE isn't enough. They need BELIEF. Emotion triggers belief, but if all you are...