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27th Jan 24

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As of January 2024, 4.95 billion people use social media in the world

And supposedly only 1% actually write content online. It could be even less. Still, that leaves us with 49.5 million people writing content online.

That’s quite a lot of people.

Now imagine how much random, useless noise there is out there.

People writing random thoughts, opinions, jokes, hot takes, memes. The internet is free. It’s not pay to play, if you didn’t know.

So how to cut through the noise as a business owner?

How can you get through all that and connect with your Dream Client?

Well, you won’t do it by writing whatever comes to your mind. A common problem I see freelancers, solopreneurs and founders make a lot. One day productivity, then marketing, then recruitment, then baseball.

Good luck building brand recognition.

Good luck filtering through the noise and connecting with your Dream Clients.

Fortunately, there’s a better way:

Create content pillars.

Content pillars are useful because the more people see you talking about specific topics, the more they associate you with that topic.

E.g. the more I talk about copywriting, the more people associate me with it.

So get these content pillars right, and you’ll attract more Dream Clients.

I’m going to show you how I create my content pillars:

1. Who/what am I?

For me, I am a Solopreneur.

I run a business, all by myself. No VA, no team, no nothing. It’s just me, my tech stack a flat surface to rest my £400 Acer laptop on.

The reason I use this as a content pillar, is because:

1. I can share stories of my business growth
2. I can relate to other business owners
3. I can help other solopreneurs on a similar path

All of these things benefit me building my network, which will help me attract more Dream Clients.

I feel comfortable talking about my own journey and I know it is interesting to other people on the internet.

For you, this could be:

• Founder
• CEO
• Freelancer
• Marketing Exec
• Sales Leader

Pretty simple.

2. What is the one key skill I possess?

For me, I am a Copywriter.

I’ve spent 1,000s of hours practicing, learning and perfecting the craft of copywriting. I have more to share on this than the average person.

The reason I use this as a content pillar, is because:

1. I have valuable knowledge which makes me an asset
2. I can create interest in my value with potential Dream Clients
3. I’m able to solve people’s problems with copywriting at scale

When you see someone has a skill who you can learn from, they are an asset to you.

E.g. for many solopreneurs, Justin Welsh is an asset to them. They trust him immensely because he shares knowledge of how to grow your one person business for free.

When you can build that trust at scale, you’re able to then increase desire (we’ll come on to that next).

For you, this skill could be:

• Email marketing
• Brand strategy
• Public speaking
• Sales systems
• Personal branding

If you have a skill, educate.

3. What is my service/offer/business?

For me, my main service is Ghostwriting.

But I also offer 1:1 training and sell copywriting courses/digital products.

I am working with clients right now delivering results, creating solutions to their problems, helping them win.

The reason I use this as a content pillar, is because:

1. I want my Dream Clients to know how they can work with me
2. I want to create desire for the results I deliver for clients
3. I’m able to educate prospects/others in my field around how I work

This is the most important content pillar and, to be honest, you could JUST write about this and build quick and strong recognition.

I’ve seen many many creators online posting content about everything but what service they provide or what products they sell.

It’s a mistake because I never know how they can help me if I need it.

For you, this could be:

• 1:1 Executive Coaching
• A Content Repurposing Course
• Welcome Sequence Workshops
• Webflow Website Building

If you have a service/product/offer that people pay you to do for them, talk about it.

Here’s how it all looks bundled up:

1. Solopreneurship
2. Copywriting
3. Ghostwriting

As long as I stick to writing about these 3 topics, I build recognition around everything that is related to my business.

Might sound boring, but it works.

And if boring means more money, then sign me up.

Cheers,

Matt

600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246
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