In this post, we’re going to get crystal clear about not just who you’re writing your content for—but also who you’re not writing content for.
As a business owner, you probably have a good sense of who your target audience is, especially when creating content specifically for them. But have you considered who your content isn’t for? There will always be people who don’t resonate with your message, who aren’t a good fit for your offers—and knowing who these non-ideal clients are is just as important as knowing your ideal client.
Identifying Who Your Content Isn’t For
So, who is not the right fit for your business or the offer you’re currently promoting? Take a few minutes to think about it. You can jot it down or simply ponder it in your head.
Here’s something I suggest: every time you create Instagram content, write one sentence about who the post is for and another about who it isn’t for. This not only helps you write more targeted content, but it also boosts your confidence in sharing bolder viewpoints.
For example, I recently shared a post on Instagram where I did exactly this—identified who my social media management services are for and who shouldn’t hire a social media manager. You can check out that post here.
Understanding Where Your Ideal Client Is on Their Journey
It’s super important not only to understand who your ideal client is and isn’t but also to understand where they are on their journey to solving the problem you can help them with. Tailor your content to meet them where they are. You can do that with the words you use or the topics you create content around.
In general, your content should target people who are already aware of their problem and are actively looking for a solution. If you have to convince someone they have a problem, you’re in for a tough sell. Knowing where your ideal client is in their journey will help you focus on creating content that speaks directly to their level of understanding and experience.
- For beginners, your message should educate and reassure—this is what we call top-of-the-funnel content.
- For those who’ve been around the block, acknowledge their past frustrations openly and explain why and how your solution is different.
- For clients who are skeptical due to past failures, address the elephant in the room. Show empathy and understanding, then pivot to how your approach is uniquely tailored to overcome the hurdles they’ve encountered before.
The Power of Specificity in instagram Content
Now, let’s talk about the problems you solve, the incredible results you help others create, and why these matter so much in your Instagram content marketing.
One of the easiest and most effective ways to create client-attracting Instagram content fast is to get back to basics. To actually move people into action with your content, they need to deeply resonate with the problem or struggle you’re presenting—or the goal or desire you’re promising.
Start by identifying your ideal client’s most pressing problems and challenges. What keeps them up at night? This is how you identify what’s truly important to them right now. On the flip side, think about what desires they’re after. What results, benefits, or outcomes are they looking for that you can provide?
You’ve probably done this work before, but I strongly challenge you to go a level deeper.
For instance, I’m a social media manager and I know for a fact that my clients dread creating content. I have to get even more specific. What does dreading creating content look and feel like? What do they think, feel, or do as a result of this dread?
For Example: My ideal client is someone who knows they need to consistently post on Instagram to build their brand but feels overwhelmed by the endless demands of content creation. They spend hours scrolling through Instagram, saving ideas, but never actually creating the content or posting it. They start drafting content but get stuck in perfectionism, tweaking every detail until they give up and go binge a made for Netflix series. They convince themselves they’ll do it tomorrow, but tomorrow never comes, and the anxiety of falling behind grows. They might even binge-watch tutorials, only to feel guilty after two hours for not making progress.
Your ideal audience are much more likely to see themselves in a post that specific rather than something generic like “dreading creating content?.”
Specificity in Desires
On the flip side, get specific about their desires too. For example, maybe your clients want to feel more confident writing sales pages. But what does that confidence look and feel like? What actions are they taking when they achieve what they desire?
- Example: They might confidently sit down in their office, open a Google Doc, and let the words flow effortlessly. Maybe they feel a sense of pride and accomplishment every time they check “write sales page” off their to-do list.
If you’re stuck, market research is your friend. Think about past client calls, discovery calls, intake forms, or surveys. What specific words and scenarios are your clients describing? You can also look into comments on Instagram posts or Facebook communities to see exactly how your ideal clients are verbalizing their struggles and desires.
Creating Urgency in Your Content
Finally, it’s essential to make clear why your ideal client should buy now. Why are they ready to prioritize finding a solution at this moment? What’s motivating them to take action now? Understanding and communicating this urgency is key to turning interested prospects into paying clients.
Take Action
Now it’s your turn: write down three super specific problems your ideal client is dealing with and three super specific outcomes they desire. Keep this list handy in a Google Doc and reference it whenever you create new content.
Trust me, this simple practice is going to help you create more targeted, resonant content that attracts the right clients and drives results.
How to Create Content that Connects, Serves, and Sells to Your Dream Clients Instantly.
If you’re ready to really dig into creating content that truly resonates with your audience, I invite you to join my free PodClass: Messaging for Sales: How to Create Content that Connects, Serves, and Sells to Your Dream Clients Instantly. You can listen to it immediately on iTunes or Spotify. This PodClass is packed with actionable tips to help you with messaging that converts.
Additionally, I’d love to connect with you in my free community, where you can ask questions, share your experiences, and network with others who are building their brands on social media. Join us at the Burch Branding Collective, and let’s grow your brand together.
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