Making Website Content Your B*tch

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If you have a website or are in the process of getting one together - this post is for you!

One of the most common struggles I see with my Branding Package Clients is the switch from working on their brand aesthetics to their actual website content. It’s one heck of a transition, basically going from visuals to strategy/copywriting.

How exactly should you go about this? Here are a few tips to get started on putting your site together:

1.) Ask yourself, what’s the overall goal of your website? To host courses, to inform, to connect, to show off your work? The overall goal will directly affect the content creation and design - so that’s a great place to start!

2.) Remember when we worked on that Mission Statement before doing any design work or even worried about what colors you liked? PULL THAT SUCKA UP! It is incredibly important that there is a statement on your website that says exactly what you do, sell, or service your provide. You want there to be absolutely ZERO CONFUSION when someone stops on your site! Being clear and direct in everything you say on your website will help the viewer to easily navigate to what you WANT them to do.

3.) Your website should be very cohesive with your brand. And you may respond to this with “Duh, Shawna - you idiot.” But hear me out - I’m not just talking using your colors, fonts and logos - but this sucker better match the ATTITUDE of your brand. The copy, vibe and overall aesthetic should radiate YOU! There is nothing more confusing than connecting with a vibrant, outgoing personality on Social Media and then going to their website to find a boring, impersonal page. (Did I get the right address, tho?)

4.) While your personal branding is all about what you want to reflect, you now have to address your target audience. What’s going to work for them? What’s going to get them to navigate to the desired end result? Act as if you’re a potential client landing upon your website. Where are you directed and is it what you want? Check yo’self girl!

5.) Even if you hire a copywriter - you WILL have to get your thoughts out on paper. No one can get inside your own head like you can, so don’t think you can just have someone else do the content stage for you. If you’re having trouble, here are a few places to start:
- Who are you and what do you do?
- What are your main offerings and what problem(s) do they solve for your clients?
- What makes you different than others in your field?
- What are your main offerings and which one do you want your clients to see first?
- Do you have a free opt in? Describe it and how it helps with your process.
- Have you been featured anywhere? List ‘em sista.

6.) Content DOES include photography, but that’s what we’ll talk about next. <3

When should you care about YOU, and when should you care about your AUDIENCE?

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We all want that perfect balance of representing ourselves fully while also attracting in our perfect, ideal clients - but what if that isn’t always workable?

I get a lot of questions about this particular subject from my clients, usually stated as “Who should I aim to please, myself or my clients?”

If you’ve been around the subject of branding for awhile, you know two things are incredibly important; 1.) Being Authentically You and 2.) Catering to your Ideal Client. As an easy to understand example, you take a poll to see that your audience’s favorite color is pink, but you absolutely hate the color pink. Should it be the main color of your brand even though you don’t care for it?

In personal branding, NO. In Corporate branding or packaging, YES.

Since majority of my clients tend to be personal brands - I’m going to focus on this scenario.

Personal Brands are incredibly successful because they’re just that - PERSONAL. If every influencer, coach or nutritionist only stuck to the things that their clients wanted or preferred (much like the corporate world), we wouldn’t have that BFF factor going on at all. Think about it - you’re not EXACTLY like your best friend and you still love her, right?

Personal Brands allow for you to connect with people who choose YOU. So the more authentic, genuine and real you are about who you are - the better. (You better not use Pink if you don’t like it!!!)

The second part to this branding predicament is that even as a personal brand, you do still need to care about your target audience… maybe not so much when you’re deciding on your personal attributes, but very much so when you decide to create content.

Your content needs to have some kind of value to your audience. Without value, you’re creating things strictly for yourself (which hey, that’s great too) but business will be much, much better if the value you’re offering is what your audience needs/wants. So here in lies the equation for a brilliant business model…

What can you offer or create that you enjoy doing, but also is a want/need of your target audience? Think of all the problems your audience has, and how can you specifically help them solve one or more of their problems?

When your audience loves you, has a relationship with you and sees value in your content, you can bet that they don’t care if you’re logo is green or pink. #fightme

Why Branding is important even if you don't have a "Business"

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Branding has become quite the buzzword, hasn’t it? It seems like every online entrepreneur is dropping the term left and right, and encouraging you to take this course or that course to figure out YOUR own personal branding.

Well, as overwhelming as it may be - they’re not completely wrong about you needing to at least familiarize yourself with the word. Branding is a HUGE thing that doesn’t just affect major corporations, but if affects all of us in our day to day lives. One of the number one questions I get asked is - “Do I really need branding if I don’t have a business?”

In this case - don’t think of branding as branding. Think of branding as a reputation. We don’t really get to choose if we have a reputation, but we DO get to decide what our reputation consists of! Especially in our day and age where social media is a daily activity for most people, there are plenty of ways for us to build a positive reputation and to put our best self forward where it matters most!

A few examples of where a great online reputation might help you:

  • Job Applications - You bet your sweet ass they’re checking your social profiles now! If you feel like your Facebook profile or Instagram page may not be suitable for random viewers, just make sure they’re private! Better safe than sorry.

  • Meeting the Parents - Meeting someone important for the first time, such as your significant other’s parents? Google search your name and see what pops up (his mom is more likely to google search you rather than drop in your instagram username.) If you see something you don’t like, you can often change or delete it. If there’s something REALLY bad, you may have to contact services to help get the article pushed back in the results, so at least it’s not the FIRST thing they see.

  • Bumble/Tinder/Any other Dating App - Most of these services connect to some sort of Social Profile. Do you really want Jon to know about your last Tequila Friday Night before you meet him for the first time? Probs not.

  • Community - Social Networking is such a great way to find people around you who have similar interests. If you’re wanting to connect with people - make sure you’re being authentic in everything you put out there, because finding your people will be easier when they can relate to your content!

A few tips on how to build:

  • Stay away from negativity. It’s very easily to get sucked into this rabbit hole, but complaining, being rude, and talking shit were never great ways to make friends.

  • Post Content that you believe in. Like I said above, the best way to build a community you can relate to is to make sure you love the things your posting. If you love it, you’ll attract people who do too.

  • Interaction. Don’t be silent when people reach out to you. Even if they’re not your ideal “teammate” - it’s still a great way to build foundations and to let people know you’re open to new adventures. Plus, the more you interact with people, the more they’ll interact with you!

  • Consistant “Brand” Reviews. Once a month, scroll through your social feeds and do a review. Do you like what you see? What do you want to post more of? Is there anything you’re kind of embarrassed of? These monthly brand reviews will help you see exactly what you want and what you don’t.

So as you can see, even though you don’t need a “logo” or website for day to day living, you definitely have a brand that needs taken care of! With a little care and consistency, you’ll be able to take control of your reputation in no time!