‘Attention-grabbing content’ and ‘professional services’ are two phrases that don’t always sit comfortably together.

In fact, our target audience of current and potential future clients often expects us to be safe, predictable, reassuring, definitely professional and maybe even a bit boring. Attention-grabbing can seem at odds with the expert image we want to convey and the actual authority we hold.

But let me reassure you. Grabbing the attention of your target audience doesn’t require 60-second dance routines on Trik-Trok or over-sharing on InstaFace.

So, what are 3 compelling ways you can create eye-catching content that creates connections and builds rapport with the businesses and people you help?

Tip 1: Use headlines that address the pain points of your target audience

Not everyone wants the services of a professional services provider, but there will be times when your target audience needs you.

Pre-empting their need by letting them know you understand their specific problems is the first way to get their attention. When writing your content headlines, make sure you consider these three things:

• Who is your target audience?
• What challenge of theirs are you writing about?
• What outcome you can offer?

The more you can address your audience and their pain points specifically, the more likely you are to gain their attention.

You can do this by mentioning them, their pain point and your solution in the title. Be as specific as possible. Even if the first draft of your title feels long, use this as a starting point, then refine it to an acceptable length while staying specific. It might take a few iterations, but you’ll get there.

Pro tip:

My favourite free headline checker is Monster Insights Headline Analyzer

My favourite paid-for headline checker is CoSchedule Headline Analyzer

I often use both together to get the best ‘blend’ of headlines!

Tip 2: Use storytelling to make your content relatable

Even though I’m a Chartered Accountant and love a good spreadsheet of data, it’s the stories people tell me that I remember—not statistics.

It’s no different for your audience. Maybe they need to write a will, get financial advice, or sort out a lost filling—hopefully not all at the same time. Telling them about someone else’s similar experience can be informative, relatable and make you stick in their mind—even if they don’t require your services right now.

I’ve recently been writing about corporate governance for a client, and even though it sounds dull, the stories about when oversight goes wrong are enough to compel anyone who’s sat on a board to take action!

Pro tip:

I find coming up with story ideas quite challenging—mainly because I can’t remember the good ones when I need them days or weeks after first thinking of them.

It’s why I found Matthew Dick’s “Storyworthy” so useful. He has a lot of suggestions about how to capture ideas, such as writing them down daily (!), as well as how to tell a good story.

Obviously, you’re professional enough to ensure you change enough names and context to anonymise real-life examples, or otherwise get permission.

Tip 3: Provide actionable and practical insights that provide value to your audience

Describing a horror story about when things go wrong can be like watching a car crash—people find it hard to look away—and it can make your content very compelling.

But the stories you tell can be positive, especially when you share how someone gets a great outcome. This is your opportunity to drive home the value you can offer. It’s also a chance to provide a quick win to your audience about the potential next step they can take to benefit from your skills and experience.

Without compromising your professional ethics, take the opportunity to demonstrate your expertise and provide value to your audience.

Pro tip:

Focus on the transformation your expertise delivers. Where client confidentiality and industry regulations prevent you from making promises or guarantees, use your social and professional proof of expertise, from your credentials and qualifications to keynote speeches delivered and books published.

Give your audience an eye-catching moment to pause…

This isn’t about garish logos or ridiculous stunts. It’s about catching your audience’s attention because you’re talking to them about their problems and how you can help them.

1. Get their attention by mentioning them in a specific headline addressing their problem and the outcome they want
2. Then tell them a story they’ll remember (no need to drown them in data)
3. Provide some value that showcases your expertise

… Then encourage them to take action

While not specifically mentioned above, always remember to tell your audience what to do next. Make it easy for them to take action.

Suggest that they “Book a no-obligation appointment”, “Schedule a call” or “Find out more” by clicking the button.

Not sure if your approach to content marketing is attention-grabbing enough?

If you’re not sure whether your content marketing is really working for you, schedule a no-obligation 30-minute call with me and you’ll walk away with 3 actionable steps to improve your online presence.

Just provide your online details and I’ll take a holistic look at your online presence and give you my honest view about your opportunities to enhance your visibility, conversions and authority.