Ever heard the phrase, “a confused mind doesn’t buy”?

Well I want you to write it down. Stick it on a Post-It. Tattoo it on the back of your hand so you can see it every single time you stretch out your fingers and begin typing out a new piece of content. 

It’s THAT important!

Because clarity in your content isn’t just a nice-to-have, it’s an essential ingredient in building trust and ramping up those sales.

So, let’s deep-dive into X techniques that will take your content from ‘meh’ to ‘magnificent.’ 

By mastering these, not only will your voice be heard, but it will löeave your ideal clients with zero questions about how you can help them. And that will position you nicely as the trusted coach they’ve been looking for.

Let’s go…

Defy the “Curse of Knowledge”

Ever get into a passionate discussion with your mates about your coaching niche — only to me met with blank stares, confused looks and lots of head scratching?

Yeah, well that’s how your clients feel when they stumble across jargon or ambiguous terms in your content. 

It comes down to understanding your audience. Learning to speak their language. And avoiding any complex industry lingo unless it’s absolutely necessary. 

When in doubt, simplify. Try writing as if you’re explaining it to your granny.

Emphasise Takeaways and Key Points

Unless you have some kind of ‘Clockwork Orange’ style machine and can force people to read your every word…

….people will be skimming through your content. So, your readers will thank you for making the main points stand out. 

Use bold text, bullet points, or even snazzy graphics to highlight the golden nuggets in your content. 

Think of it as setting up neon signs on a bustling city street, guiding your readers to the must-visit spots in your content landscape.

Don’t Expect Them to Connect the Dots

Think back to those childhood days of connecting dots, each line leading to the next, gradually revealing a coherent image of a puppy of a tree or something.

Well, your content  needs to do something similar, guiding your readers effortlessly from one idea to the next.

Use transitional phrases, like “but,” “on top of that,” or “on the other hand”. 

They provide cues, subtly steering your reader through complex arguments, lists, or contrasting points making sure each section of your content links smoothly to the next.

Incorporating visuals can have a similar effect. Whether it’s diagrams, infographics, or pictures and… of course… memes.  

They break up the density of your text, giving the reader precious moments of visual relief, and further emphasise the progression or hierarchy of ideas. 

And you know the phrase “a picture tells a thousand words”? Yeah, well that applies here too. So, use images to emphasise your points and elicit emotions.

Use Concrete Examples and Real-Life Stories

Theories and principles might lay the groundwork for understanding, but it’s stories that really breathe life into content. They can make content more relatable, make complex concepts easier to digest, and trigger an emotional response in your reader.

When you share a story, whether it’s a cheeky anecdote, a snippet from a client’s journey, or a page from your own life, you’re doing more than just illustrating a point…

You’re tapping into a millennia-old tradition of oral histories and parables. And this stuff has always been our primary means of sharing wisdom, warnings, and connecting with other humans. 

Stories echo the universal human experience.

So, the next time you’re making a point, think beyond the facts. Dive into the treasure trove of stories – and watch your content come alive, leaving a mark on your readers.

Probe Deeper with “Why?” and “So What?”

It’s all too easy to get caught up in the features of what you offer. Features are factual, tangible, and easy to list out. 

But it’s the benefits that truly resonate with readers — the emotional or practical advantages they receive. To transform your feature-focused content into benefit-driven messaging, constantly challenge yourself with the questions “Why?” and “So what?”

For example, if you’re a fitness coach and your program has a “customizable workout planner,” that’s a feature. 

Now, ask yourself “Why is that important?” The answer might be “So users can plan according to their schedules.” 

Dive deeper: “So what does that bring them?” The reply could be “It ensures they can consistently stick to their workouts without feeling overwhelmed.”

By following this chain of inquiry, you uncover the core benefit: “With our customizable workout planner, you can seamlessly integrate fitness into your busy life, ensuring you stay consistent and achieve your health goals without added stress.”

By relentlessly asking “Why?” and “So what?”, you drill down to the real, relatable advantages your program offers, moving beyond the features and connecting deeply with your audience’s desires and pains. 

It’s in this connection where trust is built and where your content truly starts to shine.

Craft the Transformational Journey for Your Readers

At its heart, every piece of content is a narrative journey. But this journey isn’t just about travelling from the introduction to the conclusion. 

It’s about evolving from a current state to a transformed one, filled with newfound insights, values, or beliefs.

Begin by understanding your readers’ current mindset or situation. Are they sceptical, uninformed, frustrated, or just curious? This is your starting line. Next, visualise the endpoint — the desired state of enlightenment, relief, motivation, or assurance you want them to achieve.

Now, with these two points established, the real magic begins. 

Your content becomes the guided path between these states. It’s not just about relaying information; it’s about constructing experiences, fostering emotions, and giving them an epiphany. 

You’re building a bridge that’s designed specifically to help your readers cross over barriers, challenges, or gaps in understanding.

As you write, always keep this transformation at the forefront of your mind. Every sentence, every word, should serve the purpose of moving your reader closer to that endpoint. 

In doing so, you’re not just sharing knowledge; you’re reshaping perspectives and offering meaningful, impactful change.

Content is definitely king in the online world. But if you’re not clearly articulating your ideas and value in that content, then you’re leaving money on the table.