How To Stand Out In The New, Savvy Market
If you’re a doctor, therapist, transformational coach or expert who depends on content marketing to sell your premium offers, you might find this useful. It's about a 3-minute read that I’ve put a lot of thought into ... and it's PART 1 of a 5-part series: Overcoming The Trust Recession.
Overcoming The “Trust Recession” — Part 1 (of 5)
More important than ‘compelling content’
The purpose of your social media content isn’t about bloating your profile with as many words as you can cram in.
It’s about making genuine, meaningful, insightful contributions to others based on your expertise and experience.
And if you sell premium coaching or services, it’s also about helping your exquisite-fit clientele thoroughly understand how you work, how you’re different, and why it would benefit them to do business with you.
We all realize that learning to write compelling content is absolutely vital to staying in business as a transformational coach or expert.
But there’s a trait even more vital than how ‘compelling’ your content is that is quietly emerging …
And that is TRUSTWORTHINESS.
Shattered trust in the coaching industry
The last few years in the coaching / consulting industry have absolutely shattered the trust of our audience.
The bloated market … the charlatan coaches … the Big Name Goooo-roooos who’ve taken the money and run …
All have contributed to rapidly maturing the sophistication (and skepticism) of the market …
And have made it harder for sincere, seasoned experts to organically sell their premium packages.
But you ain’t seen nuthin’ yet.
Because now … there’s A.I.
Sure, it SEEMS like a good thing from a busy expert’s point of view …
(And I’m not denying it has its uses, though I don’t personally use it.)
“Just use ChatGPT to whip up a few posts, and bada-bing, bada-boom!”
Right?
Wrong.
Because in an industry that’s already been decimated by the “Trust Recession” …
A.I. is just going to compound the problem.
Why A.I. could further damage trust
Already, A.I. is being used to dupe, scam, and cheat …
And as a result, the world is becoming much more discerning about “what’s REAL” and “what’s FAKE.”
Your potential premium clients are becoming more and more sensitive to anything that feels “OFF”.
They’re asking themselves:
>> “Can I TRUST that what I’m reading … was actually written by the person whose profile / website / blog it appears on?”
>> “Can I TRUST that this amazing sounding content … actually reflects the expertise of the person who wrote it?”
Most coaches, doctors, therapists, and other transformational experts who sell high-end packages …
Are simply not prepared for how attuned the world is becoming to detecting fakery.
They’re not prepared for how “outsourcing” their writing to A.I. will affect their business.
Even the merest WHIFF of fakery …
Means your words get ignored.
And if your potential clients won’t even READ your words (because they don’t TRUST they’re actually YOUR words) …
You can’t help them.
What to do instead of writing with A.I.
Smart coaches & experts are getting ahead of the curve on this …
And they’re doubling down on prioritizing the one thing that can build TRUST in them, their methods, and their expertise:
Their own, original WRITING.
But not just the “same ol’, same ol’” content that coaches have used for the past 10 years …
In Parts 2-5 of this series, I’m going to dive into specific content writing strategies you can use to establish TRUST with potential clients …
(Without spending 23 hours a day writing, or posting 87 times an hour.)
Meanwhile, if you already know you need deep work around your messaging & content to build trust in the new, sophisticated market …
I’d invite you to explore Relaxed Organic Marketing.
It’s my evergreen group mentoring program designed to help transformational coaches, experts, and healers to write powerfully distinctive, original content that helps them sell more high-end packages on social … while posting less often.
