Welcome to The Rachel Kurzyp Show
You’re listening to episode 11.
If you want more paying clients, stop sharing ‘how-to’ content for free.
Today I want to dive deep into the types of content you should be creating for your clients and the content strategies you need to have supporting your content creation.
One of the biggest aha moments my clients and students have is when I teach them what content to give away for free and what content to keep for their paid services, programs, and products.
A huge trend on Instagram right now is mini-trainings and to always be teaching, sharing, and coaching.
I’m all for creating value and helping your dream clients get wins.
Serving should be at the heart of all our businesses. But there is fine line between being of service and doing a disservice to your clients.
Too often I see biz owners giving high-quality, highly specialized advice away for free on the daily.
Why is this a problem?
It trains your followers to always to expect free content from you.
So, when you share an offer or paid service, they aren’t ready or willing to invest.
They simply move on to the next coach or service-provider who is offering free content.
When we pay for something it’s not just an exchange of money, it’s also a mindset shift too. It’s a way for us to knowledge we want to learn, grow, change – that we want to invest in ourselves.
You probably know this to be true for yourself. Are you more likely to finish a course you were given for free? Or one you paid for? For me, it’s the latter.
You always want to be encouraging your followers to act and continually invest in their personal development.
Because yes, if your followers want to spend hours piecing together your free content, they will get results.
But it’s never going to come close to the transformation they desire and the one you want for them.
It’s also not a smart move for you to be creating only this type of content either.
About 25% of the women I work with are stuck in the cycle of creating free how-to content because it initially works for them.
Their follower count goes up, their engagement grows, they are getting more DMs but as soon as they stop all that disappears.
So, they feel the pressure to keep creating content taking their time, energy, and creativity from other money-making parts of their business.
And before they know it, they have become a mini-search engine constantly pumping out Googleable advice not cute graphics but not having any clients to show for it.
You may be in this situation too, and if you are no you haven’t done anything wrong.
We’re told to give our best advice away for free and are encouraged to produce new content every day because that’s what Instagram, Facebook and others want us to be doing.
Instead of becoming a mini-search engine and doing a disservice to your clients and your business, I want you to start focusing on sharing free content that shows your followers WHAT they need to know and WHY they need to know it.
And then I want you to teach the HOW that is your strategies, frameworks, templates, and cheat sheets in your paid services, programs, and products.
So, what can this look like in practice?
A copywriter called Sally could share the importance of using a headline on Instagram posts and the results a post with a headline can generate for her follower’s businesses. AND then teach her 7 headline formulas in a $27 pre-recorded workshop.
Or a photographer called Jenny could share her 5 favourite posing tips in an IG Live to help women of all shapes and sizes look great on camera when doing a DIY photoshoot at home. And then at the end of the Live she could pitch her $800 VIP photoshoot day where she takes 30 photos that can be used on all her follower’s biz assets.
In both these cases, Sally and Jenny are showing up and serving their followers. They are providing great advice and practical tips so their community can get a win. But they are also inviting their followers to act and invest in the first piece of their framework or service. If they do, they will know the what and the why and understand how to do it themselves.
Or in other words give a woman a fish and you feed her for a day. Teach a woman to fish and you feed her, her family, and her community for a lifetime.
If you stop creating how-to content and start presenting offers to your community, you may lose vanity metrics in the short-term.
But you’ll gain dream clients and help them achieve life-changing results in the long-term.
Which one would you rather have?
And if you’re ready to build an authentic and purpose-led brand, learn how to craft content that converts and create a content plan you’ll actually stick to then, my signature course Create Content with Confidence may be for you.
Head to rachelkurzyp.com.au/ccwc to sign up.
Thanks so much for tuning into today’s episode.
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