Andy Neary (founder & CEO, Complete Game Consulting) presents a short instructional YouTube video teaching four pillars for creating social media content that builds credibility with prospects: (1) Define your brand (unique story and what you do best), (2) Identify your ideal prospect (demographics, psychographics, pain points), (3) Craft a message using storytelling that tells the prospect's story, and (4) Consistently speak to that prospect (avoid posting for peers). He first outlines three common problems (content focuses on the company, targets peers, and is inconsistent) and closes by noting content must be paired with outreach (messaging) to generate leads.
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In today's video, I am going to teach you the four pillars of creating content that builds credibility with your prospects before you ever walk in the door. Hi, my name is Andy Neary, founder and CEO of Complete Game Consulting, where we are on a mission to help 25,000 producers sell their first $250,000 of insurance. In this video, I'm going to teach you the four pillars of creating content that builds credibility with your prospects fast. Now, let's talk about the problems. Why isn't your content working today? Problem number one, it is, to me, focused. Your content is talking about you, your company, your agency, and nobody cares. Nobody cares what year you were founded. Nobody cares about all of the great partnerships you have with your preferred vendors. Your prospects. Just want to know one thing. What is in it for me? Your content has to be more focused on your prospects. Mistake number two, you're talking to the wrong people. When you're creating content for platforms like LinkedIn, you're spending way too much time trying to impress your peers instead of talking to your prospects. And mistake number three, and it's the biggest mistake you're making today, you're just not consistent. You show up for a week or two and then you're gone. You're back for a week or two and then you're gone. And it's this inconsistency that is hurting your credibility with your prospects. So what are the four pillars of building content that creates credibility before you ever walk in the door? Pillar number one, what's your brand? How are you going to show up in your content when you are posting it on platforms like LinkedIn? To do that, got to answer two questions very clearly. Number one, what makes you unique? What's going to make you look different than your peers and your competition? I'm talking about your story. What is it about you that is very unique? And question number two, what do you do better than anybody else? What problem do you solve better than anybody else? You see, by answering these two questions, you are going to build brand consistency. Consistency. And you are going to build the likability and the credibility you need to create a brand that people have come to recognize and a brand people resonate with. Pillar number two, who are you talking to? You have to be clear about who your ideal prospect is. What do they look like? What are their demographics? What are their psychographics? What problems do they have? How do you help them solve those problems? You see, when you're not clear about who your ideal prospect is, you apply the spray and pray approach. To your content, you just hope somebody's listening. But when you're really clear about who you're speaking to, your content is dialed in. You know exactly what their pain points are, you know exactly where they want to go, what kind of success they want to have, and that's who you're speaking to. Which leads to pillar number three, what is your message? When we work with our clients, we help them walk through the seven part story branch framework of storytelling. There is a character who has a goal, who has a problem, that needs a guide with a plan to avoid failure and have success. That is storytelling thousands of years old. So when you're going to create content that attracts your ideal prospect, you have got to use storytelling to draw them in. But the key is whose story are you telling? You're telling their story, not yours. That's why it's so important you understand the concepts of and the pillars of storytelling so you can be effective when you are creating content, whether that's writing articles or creating videos. And pillar number four, when you know what your brand is, you know who your ideal prospect is, and you know what the message is. Pillar number four is just speak to your prospect. That is your only job. When you use a platform like LinkedIn to create content that builds credibility, you have to put the blinders on you. You're going to want to chase the dopamine hits of posting for your peers posting to become popular. But at the end of the day, you just have one job speak to your prospect. However, that comes with less likes, less comments and often less engagement. But it doesn't matter. It's the type of content that is going to build connections with your prospects and build that credibility you're looking for. Now, all this being said, there's one piece I haven't talked about yet. Your content alone is not going to create the inbound leads and the activity you want. You still got to put in the work to send messages, to create conversations with people by sending them messages to engage in conversation. However, if you use these four pillars to create your content, you will build more credibility with your prospects before you walk in the door. So be very clear about what your brand is and show up as that brand consistently. Number two, be clear on who you're speaking to. Three, have a clear and simple message directed at your ideal prospect. And number four, just stay focused on talking to your ideal prospect. If you follow these four pillars, social media content is going to be more effective for you. You're going to have more fun doing it. But most importantly, you're going to get more ROI out of it, and you're going to turn your connections into conversations and ultimately into clients.
