how to create content that converts

Time to read: 3 minutes. The “create compelling content” mantra has failed us. Look around. We’re awash with in-effective, boring, self-centered articles, videos and white papers that fail to create leads. Don’t let yours part of it. Here’s how to create content that converts. It’s all about one essential idea: confidence.

Create confidence, not ‘compelling content’

We’ve been told “create compelling content” for years now. Blogs, videos, white papers, ebooks and such—content that compels people to consider, select and buy from us.

By now you probably know how effective this is: It’s not!

Today, we know: Content that creates leads and sales manufactures confidence in buyers.

In other words, the difference between content that converts (and all the other crap out there) is the ability to give prospects a free sample or “taste” of actual success. Effective content creates tangible results.

For example, let’s say I give you something in this blog post that you try—and have success with. You finish this article, take action on my 3 success principles and start getting more leads with your blog. Nice!

Would that result be powerful enough to make you crave more? If I helped you change the way you’re blogging—to the degree you started getting more and better leads—would that be powerful enough to make you reach out to me?

Might you write an email to me saying, “Jeff, you’ve helped me see things differently and start to improve how I’m blogging. I’m actually getting leads now. Thanks, Jeff. This is so cool. How can I turn up the volume on this? What’s next?”

In other words, could I somehow convince you, through experiencing a stream of my content, to ask ME for the sale a few weeks from now?

(Answer: Yes, a significant percentage of people who read this article will convert for me!)

Move your customers’ needle—FIRST!

My goal for you, right now, is for you to finish this article, apply my tips and experience an increase in success. Period.

I don’t want you to like me.

I don’t want you to share my content.

These are not smart goals at this stage. FIRST I need to get you confident in yourself. Everything else flows from that confidence.

First, I need to move your needle. I need to increase your success rate at something—or help you avoid an unseen risk.

If I do? You will likely tell your friends, spread the word. You may even buy my product AND advocate for my brand. You will do all of that stuff. But only if I give you a result that matters to you—that moves your needle.

If I help you create better results in your life this will change how you feel about me, right? BUT not before you change the way you feel about YOURSELF first.

THIS is how you use social media to create leads. By creating a little bit of success in people’s lives through what you publish—blogs, ebooks, videos, checklists, white papers, tutorials, etc.

The 3 guiding principles of content that converts

Here are the 3 guiding principles that power today’s biggest content marketing success stories and how you can apply them to create content that converts for you.

Content that converts does three things. It creates …

1. Action: customers cannot resist DOING stuff with it—including signing up to become a lead
2. Results: it doesn’t just impart knowledge; it increases the success rate of prospects (for free)
3. Confidence: buyers ultimately convert based on trust created by positive results

I discuss these principles in more detail here. Or if you’d like to get started on the process in a free video tutorial I’ll be glad to get you started!

Why to give away ALL your best advice

Let’s get real. I’m not getting paid to give you my best tips and advice in this article. So why would I? Why would you?

The harsh truth is nothing you or I say to people will make a difference. What we say or how we say it (on social media) isn’t going to get prospects to buy. That’s just social media guru bullshit.

The goal is to move customers’ needles—to create a positive experience that means something to them.

And by the way … you don’t have time to worry about your competitor stealing your material. Also, don’t lose any sleep wondering if prospects will take your guidance and do it themselves—without ever buying. Let go.

Focus your time on netting fish that DO see value in what you sell—and need little (or no) convincing of it. Let them find your treasure trove of answers that proves you:

  1. Completely understand the market;
  2. are bold enough to give away the answers (and not worry about people “stealing” your knowledge) and
  3. realize value is in the DOING not merely knowing

Get confident yourself, right now!

Join me in realizing that many prospects who DO take your advice and “do it themselves” will fail and return to the market as a highly motivated buyer.

You can be sure of one thing in this situation: This kind of buyer will most likely choose the person or business that gave them the road map to begin with.

Will it be you or your competitor?

Show potential clients the value you provide is in the doing—not merely the knowing.  This is how to create content that converts.

Help them achieve something by showing them how to achieve it. Don’t stop at giving them knowledge. Coach customers. Here’s how…

Step #1:  Share NEW insights liberally (or don’t share anything at all)
Step #2:  Prove you’re worth investing by giving ‘results in advance’
Step #3:  Affirm buyers’ right to choose (give them freedom, disarm them)

I discuss this in more detail here. Or if you’d like to get started on the process in a free video tutorial I’ll be glad to get you started!

Photo credit: confusedbee


In 1999, I co-founded what became the Google Affiliate Network and Performics Inc. where I helped secure 2 rounds of funding and built the sales team. I've been selling for over 2 decades.

After this stint, I returned to what was then Molander & Associates Inc. In recent years we re-branded to Communications Edge Inc., a member-driven laboratory of sorts. We study, invent and test better ways to communicate -- specializing in serving sales and marketing professionals.

I'm a coach and creator of the Spark Selling™ communication methodology—a curiosity-driven way to start and advance conversations. When I'm not working you'll find me hiking, fishing, gardening and investing time in my family.

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