I released a 3 part series ‘Strategies Behind the Creators’ in my monthly newsletter ‘Copy Hour’ where I dissected the secrets behind 3 iconic creators and how they’ve been able to build an audience of super fans and super buyers.
Because when you’re in the business of running a business, you need both.
In short, these 3 creators tapped into:
To create momentum and success within their respective pursuits.
Like with most things, utilizing these 3 strategies involves repetition.
Doing the same thing over and over again creates trust and brand recognition, and ultimately, a solid foundation of interested buyers and clients for you to develop your business and offers from.
Let’s start with specificity.
The Power of Specificity:
is getting super specific about who you’re talking to and what need or frustration you’re addressing so that people feel called out and called in to your offers.
For example:
Saying your offer is:
“Content Marketing for Entrepreneurs”
Versus positioning your offer to:
Tracy who’s two years into her Virtual Assistant business and spends roughly 6 hours a day bouncing between social platforms and DMs, explaining to potential clients why her services would help their business… but still not signing enough clients each month to pay the bills. Not because she’s bad at what she does but because her marketing isn’t positioned in a way that makes saying yes easy.
You don’t have to address Tracy directly, but shifting your language to hit specific problems affecting your target audience creates interest and urgency.
Aka: The often overlooked humanizing of the brand.
Cultivating this kind of relationship involves balancing vulnerability, behind-the-scenes takes, and letting your audience know who the person behind the business is. The trick is to do it in a way that doesn’t overwhelm your audience and subtly positions you as an expert.
And a biiiig mistake I often see is people venting frustration over “bad” clients, over-complaining about life situations that get in the way of work, or generally treating their audience like an underpaid therapist.
For example:
You’re a website designer and your client has just sent your homepage reviewal back with: “This isn’t what I was picturing.”
Devastating. But, real life. What you’re NOT going to do is blast them all over social media like: “Get a load of this loser. They wouldn’t know a great design if it landed right in their inbox.” Yiiiikes.
Moments like that are perfect opportunities to show your audience how you think, how you solve problems, and how you handle tricky client situations.
And finally, our third strategy:
Ah, a personal favourite: making your audience a part of your process.
Do this by:
Make your audience feel excited to engage by involving them in your marketing.
This is so beautiful because it’s hitting two birds (or more) with one stone. Your content is basically writing itself, you’re creating familiarity, and you’re demonstrating your authority.
And it feels so natural when done right.
Because none of this works once.
It works because you keep showing up this way until people recognize you, trust you, and start buying from you without needing to be convinced every time.
So instead of overhauling everything… start here:
1. Say it sharper (Specificity)
Take one piece of content and rewrite it for one exact person, one exact problem.
If it could apply to everyone, it’ll land with no one.
2. Show your thinking (Familiarity & Likability)
Document a real moment from your work — a decision, a challenge, a behind-the-scenes shift.
This demonstrates how you think, your leadership, your authority.
3. Pull them in (Inclusion)
End your content with an open loop:
Ask a question, invite an opinion, or let them shape what you create next.
Do this consistently, and your content gets easier to create.
Your audience gets easier to understand.
And your offers get easier to sell — because people already feel like they’re part of what you’re building.
That’s how you go from “posting content”to building something people actually care about.
And if you want help, writing with and for founders and creative service providers is literally my jam.
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