Finding a perfect balance between self-promotion, brand exposure, and sharing key industry information can feel like a baffling challenge. Posting about the features and benefits of your product or service too often can create a disconnect between your brand and your clients’ interests. Meanwhile, posting too much about your niche without sharing your services is fine for retaining client relationships, but new leads will dry up quick.

Try focusing more on clients’ problems and needs (also called “pain points”). Instead of highlighting the bells and whistles of your service, you explain how your service can solve a client’s problem. Dole out information, tips, and advice with a strong CTA in the middle, kind of like adding spinach to your fruit smoothie. This puts you in the role of a trusted, genuine partner rather than a salesman. Authenticity is key, and proactively identifying clients’ pain points goes a long way in building client relationships.

Give and Engage Before Pitching a Sale

Marketing expert Gary Vaynerchuk explores this idea in his book “Jab, Jab, Jab, Right Hook.” The ‘Jab’ refers to giving, and the ‘Right Hook’ is the pitch. Vaynerchuk says we should aim for sharing advice, expertise, listening to clients’ needs, and problem-solving 75% of the time. The remaining 25% is for pitching and landing the sale. You are more likely to close the sale after first establishing trust and value within your client relationships. So, don’t be afraid to put the client first, ask questions, and get to the root of those pain points! 

What does “brand generosity” mean in practice?

When prospective and returning clients continue to find value in the information you offer for free, they’ll feel confident and excited to partner with you as a paid client. Leading with generosity opens the door for authentic and more meaningful collaboration.

Odds are you have tons of detailed industry knowledge that you’ve picked up from experience, research, and honing your skills. Sharing tips and info that you wish someone had shared with you is a great way to organically add value while showcasing your expertise.

How to Stand Out in a Saturated Industry

Marketing channels are loud and busy. Every business has an online presence, probably several. How do you establish yourself in your niche when everyone has a megaphone? Rework your messaging to market your offerings as solutions to the client’s problems. Potential clients should be able to browse your content and answer the question, “What’s in it for me?”

Everyone is a little self-absorbed, and that’s okay. Brands often fall into the continuous cycle of echoing their products, features, and sparkly marketing fall backs to keep up with the demand for content. Resist the temptation. The customer should be centered when creating all of your brand marketing. What value does the customer get from this piece of content? Does this answer a question or address a pain point? Is this providing ease or confidence for the customer? Align with your target audience’s needs, and suddenly your niche won’t feel so crowded.

Treat Potential Clients like Partners, Not Leads

Sharing only self-promotional content may work for the short term, but if potential clients don’t immediately need what you’re offering, it gets old quick. Whereas, if you’re regularly sharing high-value niche information, those potential clients are saving that content for future reference while keeping their eyes trained on your brand. Show the personality and top-tier expertise built into your brand, not just what your brand sells.

Create content that applies to a client’s daily life so that your brand stays relevant to your target audience even when they don’t have urgent need for your services. You’ll become a memorable and trusted source of information, so you’ll be the first business they look to when they need your services down the road. Your campaign lifespans will lengthen, and you’ll see an uptick in organic lead generation simply from establishing yourself as an experienced and knowledgeable member of the niche (rather than just one more brand with plenty to sell but not much to say).

What information is your target audience seeking? Think through your frequently asked questions to get an idea of the knowledge gaps. Consider the hard-won experience and lessons you’ve learned that you wish someone had shared with you. Create a list of the most common pain points your clients seem to have.

See below for some snappy title prompts that put the customer in the spotlight; these are great for blog articles, LinkedIn posts, share-able Instagram posts and reels, and email subject lines. Get creative! You’ll be increasing your brand visibility and authenticity while providing great (free!) value to potential clients. That’s what brand generosity means.

14 Customer-First Headline Ideas

How-To…

Industry Secrets for…

Choosing the Right…

A Beginner’s Guide To… 

The Power of…

Simple Ways to Improve…

I Wish Someone Told Me…

Learn the Basics of…

Finding the Value in…

Beginner’s Tips to…

A Cheat Sheet For…

Top 5 Ways to Use…

Ways to Increase Your…

A Checklist For…

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