Lesson's transcription
Let’s talk about content for Reels. What should you create, and what meaning should you convey? Right away, I want to say that you can create any kind of content. Honestly, I don't want to box you into any limitations; instead, I want the content creation process to be a form of creativity for you, where you express yourself rather than forcing yourself to do something. Especially if you're not a fan of creating content, you’ll need it to be as targeted as possible—content that drives sales, attracts clients, and communicates the value of your service. It’s not enough for people to just watch your content, scroll past it occasionally, and maybe leave a like. So today, let's break down some essential rules for creating content that generates sales.
The first rule is that your content should always lead somewhere. We're always driving content toward some goal—whether it’s offering a lead magnet, encouraging followers to subscribe, or directing them to a relevant highlight to delve deeper into a topic or even sending them to another Reel. Don’t create content for the sake of content. Sometimes it’s okay to share a thought just because you feel like it, but if you want to grow and drive sales through content, it’s better if it always leads your audience into a funnel. For example, discuss an interesting topic related to nutrition or weight loss, then offer a free file in the comments, encouraging people to leave a plus sign to receive it. Essentially, prompt people to take some meaningful action rather than passively consume your content.
The second rule is that content should be targeted to your audience. Sure, a fun video with kittens, a child, or a dog might go viral, possibly bringing new followers. But do you really need them? You need your Reels to reach only your target audience, the ones who will eventually buy from you. If your content reaches an irrelevant audience, your engagement rates will drop, and Instagram may stop showing your content even to your interested followers. Avoid these mistakes if you want Instagram to bring you clients, sales, and build loyalty around your brand. Create targeted content, find your style, experiment with different formats, but ensure your content is always aligned with your audience’s interests.
Don’t overload your stories or Reels with memes unless they are directly related to your niche. Avoid constantly trying to entertain your audience, because if you attract people who only come for the fun and jokes, but never buy anything, you’ll eventually burn out. If you’re an expert, focus more on sharing expert content. For instance, if you’re a coach selling coaching services, highlight your expertise. You don’t need to provide an overwhelming amount of valuable content, but you should address your clients’ pain points. For example, instead of explaining why someone can’t lose weight starting Monday, say, "Why you’ll never lose weight starting Monday," and then lead them to a free lesson by asking them to comment a plus sign to receive it. You don’t need to fully unpack the topic in a brief video—just enough to guide them further into your funnel. This type of content is effective for growth, engagement, and sales.
Another crucial point—talk to your audience about their problems, objections, and questions. I often see fitness or dance trainers showcasing their workouts or routines, which is great for motivation, but there’s no real interaction with the audience. You need to communicate the value of your service, which depends on the results you can deliver. Constantly engage with your audience. Expert content or talking-head videos are fantastic for this, but if you’re not a fan of that style, consider storytelling—just make sure you’re discussing your clients’ problems. The interviews you conducted earlier were meant to identify your audience’s needs. Review those notes to see what problems, objections, or hesitations people had, and create content around those topics.