I wish I knew this sooner

and

    
  
  
  
    Hey, it's Charles.
  Last month, we revamped and relaunched Copyblogger Academy. This month, we're doing the same for our coaching program. Prices will be rising accordingly. Keep an eye out for that in the next few weeks.
  For now, here's your weekly essay...
  
  How To Grow & Sell
  This might sound simple. But it's crucial. I see dozens of creators missing these concepts every day, so it's worth going over in a bit of detail.
  Content that helps you grow does one of the following:
    Deliver Applicable Strategies - This is your classic "value" type post. It works on blogs and social media. Common types are how-to guides and listicles that will help your ideal customer solve a problem.
  Create Emotion - This pretty much only works on social media, but you can also grow with posts that create enough emotion that readers engage with and share it. You can figure out the most emotion-creating ideas by studying your competition and audience.
  
  Growth isn't the only thing you want, though. You want to earn, and the old idea that you just get as much growth as possible and hopefully sell to people on an email list just doesn't work anymore. That means the best content also gets one or multiple of the following:
    Awareness - People need to know what you sell. So talk about it often. You can do so with organic mentions within content and quick pitches at the end of it. 
  Trust - Nobody is buying or booking a call unless they think you can deliver. So if you have results driven, note them. If not, offer a small piece of value consulting or a lead magnet for free so people trust you through that.
  Uniqueness - If you do things a little bit differently, communicate that. If you don't, figure out how to differentiate from your market. 
  Urgency - This doesn't always apply, and you don't want to force it, but you can create urgency in two main ways. First is scarcity (e.g. limited spots left). The second is with persuasion (e.g. explaining that most people aren't doing what you're doing yet, so starting now is an advantage). 
  
  Which means the best content of all has a growth aspect (value or emotion) and multiple sales aspects (e.g. using a result you drove for a customer in the first line). I've gone over this a lot, but it's extremely important that you grow and sell. Try it and you'll see why I talk about it so much.
  - Charles
  P.S. Whenever you're ready, Copyblogger can help you in 3 ways:
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I wish I knew this sooner

How To Grow & Sell

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