Let’s cut to the chase.
I know why you’re writing blogs for your website and posting consistently on LinkedIn, Facebook, and Instagram.
You want to generate sales or notoriety for your business.
But you’ve been consistently writing posts and churning out blogs for ages, and you’re not seeing many leads from your efforts.
It can feel exhausting and frustrating, too.
But don’t worry, I’ve got you covered in today’s article, which offers you four brilliant ideas to help you generate sales through the content you are creating already!
If you work in a large organisation, I bet your sales and marketing teams work in silos. Marketing churns out the content and hands over ‘leads’ to the sales team. At the same time, the sales team takes the leads generated by marketing to turn them into sales.
But who’s writing the content to generate the leads?
If it’s your salespeople writing the content, chances are, your content is coming across like a sleazy salesman (I’m thinking Arthur Daly in his sheepskin coat). And that will make your audience’s trust radar go OFF.
Hard sell? Hard pass.
Let’s swap the suspicion for value. Here’s how you do it:
1. Go where few dare: Answer the real questions
Most businesses are scared to give away too much in their content. But I will be bold and tell you to do the opposite! Answer the tricky, awkward, or “should we share this?” questions your competitors shy away from. You’ll build trust if you’re open, honest, and genuinely helpful (yes, even giving away a secret or two).
And trust, my friends, is the currency of sales.
2. Show the proof: Share your case studies
Got a great client story? Shout about it! Real stories, real results. Case studies give future customers a peek behind the curtain at how you work and what they can expect. Don’t hide your wins, celebrate the transformation you’re bringing to your clients.
3. Demos & explainers: Make it easy to buy
Create a clear explainer video or demo if your product or service needs explaining. People hate being confused (don’t we all?), and confusion kills sales. Show them what you do, how it works, and why it matters, preferably in a format that makes it simple to understand.
4. Tackle their ‘Why not?’
Address the reasons people don’t buy from you (yet). Is it the price? Not sure how your service works? Worried you’re too expensive? Be upfront about your “why”. Explain why your price is what it is, why you’re worth the investment, and what makes you different from the next business down the road.
You see, your content should solve problems.
What is the easiest way to create genuinely valuable content? Start where your customers are struggling. You’re already halfway to closing the sale if you’re helping them figure out their problems. Plus, you’ll be saving your sales team from chasing leads that weren’t a good fit in the first place.
And remember this:
By being authentic, honest, and generous with your expertise, you’re not just generating leads; you’re building a loyal community. People remember who helped them, gave them genuine advice, and made them feel confident about their choices. (And yes, sharing golden nuggets for free never hurts!)
So, next time you’re planning content, try these four ideas. Offer value, solve problems, and be unapologetically helpful. That’s how you drive sales and create a community of customers who stick with you for the long haul.
