I’ve got a bone to pick with all of the “365 Days of Content for $47” offers that I keep seeing.
Now…I could literally wax poetic about this for hours (It truly drives me BATS!), but instead, I’m going to get straight to the point: those offers are not helping your business.
Instead, they’re hurting your business, my friend.
Don’t believe me? The premise of a template is to provide general prompts and ideas so that they appeal to as many businesses as possible – that’s how these low-ticket, “tiny” offers to make money and generate leads – they’re appealing, sellable, and forgettable.
That means that everyone and their frenemy can use them in their business-and those businesses all end up sounding exactly the same.
How to Make Your Content Stand Out (Without the Templates)
In a noisy market, you don’t want to blend in–you need to differentiate. So why would you be willing to be the 27,000th purchaser of that content idea list?
And (obviously) sounding like even 100 other people in your niche is the opposite of differentiating.
I mean…I get it.
I know those content ideas lists seem easier.
They seem faster.
They seem cheaper.
They’re marketed as an “easy button” for marketing your whatever business. These lists and collections are quite literally counting (all the way to the bank!) on the fact that you’re so tired and overwhelmed by content creation that you can’t possibly find time or energy to nurture the people that you want to buy from you…eventually.
Staring at the blinking cursor of doom (yes, I really call it that.), I get the appeal – hell, I’ve even fallen for it…a couple of times (oops!).
But…those content collections are doing waaaaaaaaay more harm than good, Kelsa. Don’t believe me?
Buckle up, buttercup. Mama’s got a rant comin’ on.
The people who market & sell these lists? They don’t even use them in their own businesses.
Don’t believe me? Take a look at the person who is on the sales page – take a peek at their social media posts. Just the last 10 or so. Are they using their prompts?
Nope. They aren’t – at least not the way they’re recommending that you or I use them. And…if you do 🪄magically🪄 locate a unicorn…how’s that post performing?
And if they aren’t using them (which I’d bet $$$ on!)…why?
Aren’t you a unique expert In your chosen field?
…If you’re unique, then why are you able to utilize the exact same list of content as the other 26,999 purchasers? Stay with me here. Let’s say you bought one of these that has different “niches” (bonus points if the files are separately accessed!).
If you did (like I did – UGH!), then you could pick 5-10 prompts from one of those “niches” and look for similar or identical language in another “totally different” niche.
These prompts are likely things like…
🙄 “Share your big why.”
🙄 “Explain your process to someone who just met you.”
🙄 “Share a client win.”
…you get the idea, right? ‘Cause here’s the rub: it doesn’t matter if you’re a preconception coach, an attorney, or a cat…there are only so many things you can share/make up before you start sounding like a really boring broken record – and pain points? How many times would you want to be poked in the bicep by a persistent 8-year-old before you’d lose it?*
If the goal is to stand out, then why are you spending your hard-earned $$$ on templates that will just make you sound like every.other.whateveryouare.
The goal should not be to flood social media with content because you have enough “posts,” or “prompts,” or “ideas.” If you want people to pay the right kind of attention to you, you have to be willing to Hulk Out and break the mold. You have to say the thing that NO ONE ELSE WILL. And you have to give people a damn good reason to stick around.
A (large) chunk of your followers (that means social + video + email) will not buy during your launch because it simply wasn’t the right time for them.
Even if I wrote your sales page, there are going to be some who look but honestly can’t buy – whether it’s timing, money, or something that you don’t even know about.
And you know what? That’s okay!!
Because next time (If you follow my advice), they just might be.
If you’re still with me, *fistbump* – let’s have coffee soon, my friend.
So now that I’ve blown your grand plans of loading 365 social posts into Hootsuite on Monday, what should you be doing instead?
Man, I’m glad you asked!!
Ask yourself this question: how are you serving the people in your audience who are gonna be here when you open cart or post a sale notice?
Here’s a hint: It’s not using those content lists or prompts, I promise you.
Sure, some of those posts may go VIRAL (woooooooooohoooooooo…🙄)…but as someone who went viral on TikTok, I can personally guarantee that the 6,000 brand new people who follow you for that one viral post are 99.9%, not your people.
Y’all. That 👆👆👆 is exactly why those “quick” lists of posts and prompts are so dangerous!
Yes, I said dangerous. Because If you’re posting generic content that might go viral because it’s popular, generic appeal, that causes really shitty launches.
Those extra 6,000 accounts (the ones that aren’t bots – and those too. UGH!!!) are going to cause your audience to do the one thing you don’t want them to – the dopamine scroll.
I know you know what I’m talking about – when you sit on your couch “watching” a TikTok video, only to look up 73 minutes later and realize you totally missed your time to eat lunch. The dopamine scroll gets your audience used to scroll right past your content – and *gasp* your next launch.
Not All templated content is created equal
Here’s how to use content prompts/helpers/ideas without ending up with an audience that is only there for the dopamine:
If you’re going to use a content boost, so to speak, then use one when and only if it fits your message. Now, if you’re not sure what your message is…that’s a whole different department (one that isn’t me!), then using a prompt or content hint may make sense (but ONLY until you figure that out!).
As you start to look at these prompts and templates through the lens of whether or not they fit your message, you’ll find fewer and fewer of these generic, semi-popular ideas fit. And that means you’ve struck marketing gold!
When you think about the message that you want to share with the world and the impact you want to create, you’ll find it easier and easier to apply a super-picky eye to what you’re willing to put out there.
The end goal is to create messaging that is so you – so unique that someone else’s words & template just don’t work.
So…we just have to come up with new content ideas all by ourselves…until we die?!
What To Invest In (INSTEAD of a “365 Days of Content” offer)
Thankfully, there’s this thing that I call Evergreen Content. When you create content, start tracking its performance. Pay attention to what’s getting liked, shared, and commented on. Make a spreadsheet if you want, or invest in a social media scheduler and email software that actually gives you data you can analyze and use.
Then, use what you learn to create a strategic content plan that can easily turn evergreen once It’s converting well.
That way, you’ll always have a plan – one that is tested and proven. One that generates leads and nurtures those that weren’t ready to buy last time. And when do you need it? All you have to do is turn it on.
Does It take time & actual human hours to create your reusable, reliable, evergreen content? YES. But anything worth doing is worth doing well – and things worth doing well usually take a fair bit of work.
But once it’s created…*chef’s kiss*
This is why, as I’m working with my clients, the content we create is strategic – and It’s designed to last.
Because if you have evergreen content that is proven to convert, you can literally take launching off your plate anytime.
So seriously. Having evergreen nurture content that your audience LOVES & will engage with (ya know, for those times when you need a break, aren’t launching, are on vacation, have a baby, have surgery, need to spend a week with your kids…) isn’t the fast, easy solution you may be looking for. Still, they are better and far more effective at creating a true fanbase full of your perfect-fit clients primed and waiting for your next launch.
*37 – the answer is you can get poked 37 times before you lose your shit.
OMG DID WE JUST BECOME BESTIES?!
I mean, you DID make it all the way to the bottom of this page. Which means you’re a total Word Nerd – and if you’re a word nerd, why are you not on my email list? Let’s fix that!