As you put together content to promote to your audience, you may want to hold all of your “good stuff” close to the vest.

Giving away all of your trade secrets may seem counterintuitive. After all, if you tell everyone what you know, they won’t need to hire you … right?


This is a thought many professionals consider as they develop their content, but it couldn’t be further from the truth.

The key, however, is in the targeting. If you have a high-end B2B offer, but you’re targeting startups, you’re going to end up with individuals who try to tailor your advice to their businesses on their own because they can’t afford you. You have to extensively showcase your expertise to the right audience to convert.

(The “right audience” is too busy to perform what you do on their own and has plenty of money to pay you.)

As far as what to say within this “expert content,” use the following guidelines:

1. Ask your target

One of the best things I’ve done in terms of content is ask my target audience what they want to know about my area of expertise. If you’ve never done this before, I will bet money that — upon doing so — you will be blown away by the simplicity of what your audience wants to know.

The reason being, we become very affluent in our area of expertise to the point that we start assuming everyone knows the basics of what we know. This, however, is not even close to being true. I can’t begin to tell you the number of basic LinkedIn features I assumed “everyone” knew only to find out I was one of the only ones.

2. Be basic

Building off of point No. 1, you want to be as basic as possible, but also be complete with your information. Spell out the steps of what you do: how do you come up with a particular sales strategy? How do you determine which social media network you leverage for your clients?

You may think you’re giving away too much, but think about it this way: your target does not have the same skill set as you do. If they did, they wouldn’t be your target. As long as you are focused on the right people, all you’re doing when you get detailed is showing how much you know.

3. Help for the sake of helping

If you’ve ever been in a business social media group, you’ve experienced individuals obscenely soliciting at every turn. Susie asks for advice with Facebook ad strategy and Steve volunteers, “I can help, PM me.” Steve is looking for business.

Instead, Steve could say something like, “My clients frequently ask this question and this is what I advise,” or, “I do such-and-such for my clients.” These are helpful responses that (subtly) promote that he is available for paid services.

It’s all about trust …

When you are genuine with your desire to help others, you will attract business. Those who approach content and social media with, “pay me first and then I’ll tell you” turn off people and businesses who know nothing about them.

Now, the idea isn’t to give your services away for free. It’s to be free flowing with your expertise. The more you share, the more you’ll be trusted as an expert, and that will pay dividends.

About Chrissie Zavicar

Chrissie Zavicar is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or contact page.