How to sell more of your MV offers via your social content, in 3 Steps

This post is all about How To Sell More Of Your MemberVault Offers Via Your Social Content - and I cannot WAIT to share what I have for you! 

If we haven’t met before, my name is Emma Weatherall - I’m an impromptu Whitney singer, wannabe weight-lifter, avid traveller and single mama of a 13 year old. My favourite food is Mango, and if you get me talking about fantasy books you might never get me to stop!

As a sales strategist + revenue growth consultant, I help my clients improve their business strategies and increase their sales, so that they are building multi-six figure businesses that feel spacious and aligned, while still bringing their work to more clients they adore.

More sales + more impact 

Which is exactly what I’m going to be helping you create through the transformations to the way you view your content in this post!

Here’s what we’re going to be diving into:

 Cold Audience vs. Warm Leads - the difference between attracting and converting people who are new to you vs people who already know and love you, and how to create content that does both

 A Multi-Layered Approach to Your Content Strategy - the 7 different types of social media content that, when used together, will turn your social channels into super sales platforms

 Desire Matching - Oooo this is one of my favourite topics! We’re going to be entirely switching up the focus of your sales content to make your offers convert on and off social!

***

Let’s get talking about CONTENT THAT MAKES SALES FROM BOTH COLD + WARM AUDIENCE MEMBERS

OK, so most people don’t view their social media audiences as ‘cold to them’ people, because they’re already following you, right?! . . .But the fact is - many of them are!

Especially if you’re doing any kind of audience growth, getting visible in communities, taking part in bundles, doing Reels, have a podcast . . . or anything that gets you in front of NEW people, ever.

So when you’re posting on social media and you want to be making more sales, you have got to be thinking about how you position yourself for people who don’t know you and your offers AND people who are super familiar with you.

Why??

Because if the people who have been hanging around for a while, love everything you do and engage again and again and again on your posts, haven’t actually bought anything significant from you yet . . .Then you’re missing out on a massive opportunity!

 When you want to make more sales, the role of your social media content is to show that you + your products / programs / services are the best solution, for the right fit people.

Whether they’re new to you or your most avid follower.

This is how you increase your sales while also shortening the time it takes for someone to find you > buy from you

LET’S GET INTO IT 

 When you’re creating content focused on selling your offer to people who are new to you

 It’s all about them first of all deciding whether they like your style, trust your expertise, and want to learn from or work with you

 Then understanding what you have to offer, and whether it’s a good fit for them

For this, you’re going to want to focus on THE WAY that you do things - your unique approach, your personality, your perspective, your specific expertiseYour cold people need to see all of this from you before understanding what you have to offer

 When you’re creating content focused on selling to people who already know about you + your offers(and haven’t bought yet!)

 It’s less about them knowing what’s inside or involved

 And much more about them understanding the benefit it brings them, and believing your offer to be the right fit for them

So rather than sharing the ‘nuts and bolts’ of what’s inside a specific course or service or product - help them to understand what the benefits are that your offer brings them, and why they matter.

 If you want to hear me go into this in more depth - check out this 5 minute video on the 6 things to include in your content to achieve what I’ve spoken about above.

***

Let's talk about the 7 different types of social media content that, when used together, will turn your social channels into super sales platforms?

Because today is all about having a multi-layered approach

The 1️⃣ thing I want you to remember from this training is that your content does not exist in a void

Here’s what I mean:

Every single piece of content that a member of your audience consumes, builds on the impression and experience that they have of you and your brand

So whether they see a social media post and then listen to a podcast episode . . .

Or if they find you via an IG Reel and then read your PDF lead magnet . . .

Or if they just watch your stories every day . . .

 Each item of content is adding to the understanding that your audience member has of who you are, what you do, and how you can help them 

Rather than being overwhelmed or scared by this (because I know when you think about everything working together, sometimes our brains can start just going ‘arghhh!’ )

So instead of freaking out - look at it as an opportunity!

 Seeing your content as being able to be ‘stacked’, means that you have more opportunities to build a well-rounded picture of what you offer and how it can benefit your ideal potential future clients

 Which means that when you approach your social media with a view to creating stackable content - you give your content the best opportunity possible to convert 

When you layer your content, you are able to cover all the different things that someone needs to know and understand to make an informed and empowered decision

About your offer, about working with you as a whole, and about whether what they want is going to happen as a result of what you’re offering And when you enable people to make informed and empowered decisions, combined with desirable offers, they’re more likely to buy from you confidently.

So what are we layering?

Content that does the following:

→ Creates engagement (for the algorithm)

→ Demonstrates your knowledge + expertise

→ Shows that you’re a credible person to listen to / learn from

→ Answers questions about your offers

→ Connects with your ideal clients' journey and experience

→ Positions your perspective and approach

 Find yourself getting stuck for content ideas? Check out this video I recorded: https://emmaweatherall.com/100s-content-ideas

***

Let's talk about the REALLY important bit...how to sell your offers by talking about them in your content

Without being sales-y, and with the most opportunity to give your audience what they need to make a positive choice that it’s worth spending their money with you.

-THERE’S 2 MAIN PARTS TO DOING THIS WELL 

 When you’re talking about your offer - whether it’s a 1:1 service, a coaching package, a self-study course, a digital product, or a live group program

Make sure you’re matching the INCLUSIONS to the DESIRABLE OUTCOMES your ideal clients want to achieve

This is a process I call ‘Desire Matching’

Because:

• when you just list out the features you’ve included - all you’re giving are the technical aspects, which don’t speak to the outcome people are looking for
• when you just list out the benefits of your offer - you’re showing the outcomes that someone can expect, but not giving the ‘how I’ll help you achieve it’ part
• when you just talk about the outcomes your clients want - you’re speaking to their desires and aspirations and goals, without giving a solid and clear idea of what they can expect from you and why your option is a good fit

 When you share all of these together, you get a beautiful and powerful way of showing people why they want what you’re offering!

So remember what your potential clients want

And match those desires to what you provide 

(I have an in depth 20 minute training inside my Content that Converts program where I break this process down and show you exactly how to do this for your specific offers)

 Whenever you’re talking about desires, pain points, or experiences - use TANGIBLE SCENARIOS

When you describe something in a tangible way - your audience can connect with what you’re saying much more deeply.

Which means they are much more likely to recognise themselves in your marketing

And therefore much more likely to understand the benefits of your offer, as it applies to them specifically.

It’s the difference between saying something like:

Are you struggling with growing your email list?

vs.

You spent all that time creating the best lead magnet. You figured out how to set up the opt in box on your website. You’ve linked it in your IG bio and posted it in every Facebook group thread you’re allowed to. And your list is still sitting pretty at only 100 or so subscribers, ticking up maybe one person a week. If that. Uunnnhh! Why does it feel so hard??

Can you see the difference? 

The second version describes the actual actions and feelings that a group of people might be experiencing as they try to ‘do the thing’ These are tangible scenarios.

And tangible scenarios are what ensure your ideal potential future clients see themselves in the offer you’re making - so that they can relate to achieving the solution you’re offering.  You want people to be reading your content and go ‘ah, yes - that’s me!’

***

And that's a wrap for Emma's expert week! SO MUCH GOODNESS!

Want to learn more about Emma Weatherall? Go here.

Want to save all of this goodness in one place + get access to strategies and tips from our other guest experts? Sign up for our free Expert of the Week Library here.