5 Easy Ways to Create Trustworthy, Impactful Content

Andréa Jones [00:00:00]:
Hi, friends. If you're feeling like your content is just not landing the way that it should or used to, this episode is for you. And I promise you, it's not you. You're not broken. You're not doing anything differently or wrong. The Internet has just changed. So let's talk a little bit about what that means and how you can prepare for it here now and today. But first, a word from our sponsor.

Andréa Jones [00:00:25]:
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Andréa Jones [00:01:18]:
All right, y'. All, I have been on these Internet streets since 2004. I've seen it all. I feel like an Internet granny. And so today, I want to talk a little bit about why you feel like your content isn't performing as it should be and how to shift that into a different kind of almost mindset so that you can create content that actually performs and actually gets the attention, the views, the clicks, the customers that you want it to. And the thing with what's happening with marketing right now is that people are overwhelmed. We have never had this much content in the history of the Internet. Top it off with the AI slop that is out here.

Andréa Jones [00:01:59]:
I can spot it from a mile away now. Especially these AI images. It's like, come on, they all kind of look the same, like the Bubbly Face characters. And it's starting to break trust a little bit now. That being said, I'm not anti. I know. I love a good AI moment. I use AI every single day.

Andréa Jones [00:02:16]:
Chatty and me, we be talking. Okay. However, there is an intrinsic challenge with things looking, sounding, feeling like AI kind of breaking that trust a little bit. Then, of course, we have so much content that we're kind of sifting through it, trying to find the best ones. The attention, like our attention as people, is moving away from the Instagram aesthetic of it all. Right. Like, we used to put value in someone's brand if it looked right and it sounded right, that's no longer the case. Now we need the proof.

Andréa Jones [00:02:53]:
Now we need the proof behind it to kind of show instead of tell what that looks like. So we're moving away from performance and towards proof. The receipts, the lived experiences, the outcomes, the context, the storytelling, the. The humanness behind it all. And so what does that mean for you as a business owner? I'm going to go quick down and dirty in this episode to talk all about it. The first part is we need to focus in on proof versus performance. Proof versus performance. I'm going to define what that means.

Andréa Jones [00:03:27]:
Performance content is the type of content that is polished, it's trying to impress, it's buzzword filled. It almost sounds a little vague sometimes. Okay. But it, it like on the surface looks great. Okay? That's performance content. Proof content is specific, it's grounded, it shows reality. It actually feels like a real person created it. Now, proof doesn't mean that it's perfect.

Andréa Jones [00:03:52]:
Okay? A lot of times the proof content is imperfect, intrinsically, but it works because it's specific. I call this I feel seen content. Someone watches your video and they go, oh, that's me. That's totally me, inside and out. That's totally me. I relate, I've been there. Now I feel like I can trust this brand because they're showing me the proof that they understand my journey, they understand what I think and feel. Okay? So here are five different types of proof content pieces that you can post on social media.

Andréa Jones [00:04:21]:
These proof content pieces are actually easier to create because you're using social media as a mirror, not a megaphone. Okay? You're using social media as a mirror, not a megaphone. You're actively reflecting what's happening in your business, the day to day happenings of what's going on. And it's not like you have to like dress up. And it's not like you have to put on an act. It's not like you have to like be someone else or be someone different. You're just literally showing what's happening in your business. So, five types of proof content.

Andréa Jones [00:04:52]:
The first type is receipts content. This is the type of content where you're not saying, I'm good at what I do. You're showing that you're good at what you do by taking a screenshot. Okay? For my marketers out there, go into your Instagram data. Take a screenshot for my fitness gurus out here. Show me a before and after one. I saw one today, literally, that felt like it was targeted for me specifically. Facebook knows too much about me, first of all, because it is me.

Andréa Jones [00:05:21]:
But it was like, hey, do you have a little mom pooch? After a C section, I was like, oh, yep. And I watched the whole video because her belly looked exactly like mine. She showed the before, and then her after looked like I would want mine to look potentially. I watched that entire video. She went through a series of exercises on how to get rid of the mom pooch. They all look fairly easy to me. So I went over to her profile and clicked follow. I'm not there yet.

Andréa Jones [00:05:49]:
I actually don't like my belly. Doesn't bother me right now. And if it does, in the future, I'll save her stuff and go do it right now. I'm fine with it. It's just a piece of my body. It was a lot of work to take to have these babies. It's gonna be a lot of work to, like, get it flat again. But in my mind right now, I'm like, flat for what? Anyways, total side note, but to me, that was a receipt.

Andréa Jones [00:06:10]:
It was proof. You can use data for this. A lot of people use stats. So look at your statistics of what's happening in your industry. Show me why this is important. Receipts, please. Okay, that's receipts. First type of proof content.

Andréa Jones [00:06:23]:
Second type of proof content is process proof. Okay. Process proof. I love a good visualization of how you do the thing that you do. Artists, y' all have a great foundation for process proof. Show me a blank canvas, and then do, like, the fast speed run of you painting, and then I want to see the end. I want to see how it's made. Okay.

Andréa Jones [00:06:46]:
I also love when coffee shops do this. Give me an empty cup. Show me how you put the beans in the thing, and then you squish them down. And then you make an espresso. And then show me the coffee coming out. And then. And then you add the foam. I want to see the whole thing.

Andréa Jones [00:07:00]:
Okay. That's process proof content. I might also have been loving thrifting content lately. I don't want to just see your haul. Okay. I want to see you going into the store finding pieces that don't work for you, Finding pieces that do. Your thought process behind this piece goes with that piece. Okay? This is process proof content.

Andréa Jones [00:07:21]:
This shows me that you know exactly what you're doing, talking about, and it Works to your benefit. Okay, Then we have decision proof content. Decision proof content is where my content lives a lot of the time. This is the why behind what I do. I'm not just telling you, here's how you're posting on social media. I'm saying, okay, this is why you choose this strategy. This is why this is not working for you right now, and this is why you stopped doing it. And I use a lot of storytelling for this, okay? So for me, this turns up like, you know, I'm talking about how you build a content plan that fits your life and not an aspirational vision board content plan.

Andréa Jones [00:08:01]:
Okay? We all have a vision board. That's cute. But then what about the messy days? Let's build the content plan that works for the messy days. And then I'll usually give an example of mine. Like, neither one of my daughters eating the breakfast that they asked for this morning. Okay? It sent me in a tailspin, y', all. The emotional labor it takes to raise young children. God bless all, all the parents in the world right now because y', all, we are fighting for our lives.

Andréa Jones [00:08:28]:
Just get these kids to eat exactly what they asked for, okay? That's decision proof content. I'm showing you how I make the decisions in my business. Why do I record videos the way that I do? Why do I have this podcast? Why do I write my email newsletter? You know, why am I making these strategic choices in my business? And also the things that I decide to do that don't work. Go back a couple episodes ago and you'll hear decisions I made that didn't work. This is decision proof content. The fourth type of content is social proof content, but with context. Okay? We're not just posting testimonials. That does not work anymore.

Andréa Jones [00:09:03]:
You can't just post a testimonial by itself. Right? We want the story behind the testimonial. This works great for Instagram. Let's say you're an accountant and one of your clients leaves you a beautiful testimony about how their books are. Like, they don't even have to think about it. They don't have to touch it. QuickBooks who? Right. Okay, so we're touch.

Andréa Jones [00:09:24]:
We're posting the testimonial, but then we're saying, meet Susie. When Susie came to me, she was three years behind in her taxes. After some deep work together, now she's fully caught up, and she doesn't have to think about it going forward anymore. Suz, you are Susie. Come work with me. If you are Susie, you see how specific that is, that's proof with storytelling, with context. Who it worked for, why it worked for her, the feelings behind it. If you are a Susie, we're not judging you.

Andréa Jones [00:09:51]:
Hey, we're here to help you. All right, last piece of content is boundary proof content. Boundary proof content. And this is all values led content. This is the kind of content that people go, oh, where we're living the same life, we are in the same community. This is all about what you don't do, what you're not for, what you stand, stand against. I call this content what you stand for, what you stand against. We want to build trust and call in our people with a boundary proof content.

Andréa Jones [00:10:18]:
Mine, for instance. I talk a lot about my kids because they change my freaking life, y'. All. They changed my life for better or for worse. They changed my life mostly for better. I teach marketing differently now because I have kids. My audience has grown now. My community now with more people who have kids and the people who are in my community who have kids.

Andréa Jones [00:10:36]:
So some of y', all, even with older kids, you're like, see, I told you. I told you things would change. For me, that's a boundary. I don't work weekends. I am not instantly available. I have times that I check in with social media and times that I intentionally don't. I'm very boundaried in that way. And the people who agree with that come into me.

Andréa Jones [00:10:57]:
The people who want instant availability. There are other people out here in the world who you can follow. And I, they'll probably teach that too. If that's not for you, you know who to come to. Okay? And I think this is so important. These five types of proof content, receipts, proof decision, social proof with contents and boundary proof content. This is so important, especially for anyone who's selling something that requires trust. Okay? I'm talking service providers, I'm talking coaches, like online creators, local businesses.

Andréa Jones [00:11:29]:
If you sell physical products, digital products, all of you require a high level of trust when it comes to people purchasing your. Your things, especially when you're using digital marketing as a tool to do that. And so your action item for today is to pick one tiny way. Okay, I gave you five. Just pick one that you can do this week. Okay. Do you have a screenshot that you can share that says, here's how I help people and the story behind it? Can you give me a behind the scenes version of how you make the things that you make? Can you talk us through the decision process of how you create strategy for your clients? Do you have a Testimonial that you can share with a story or can you talk about your boundaries, what you stand for and what you stand against in your business? Okay, One very low lift, very easy, very light way that you can do that this week. It can even be if you're like me.

Andréa Jones [00:12:26]:
This is a talking head video. Here's what I stopped doing in my marketing. Okay, y' all may see that one come up because that's a great decision proof, boundary proof way that I can share my receipts on social media. What I don't want you to do is feel like you have to do the most. Okay? We're not getting all the fancy lights unless you already have them set up like me, like my office. It's set up. I don't have to set it up. It's set up.

Andréa Jones [00:12:50]:
It stays like this, okay? I turn the lights on, right? Unless you have. If you don't have this already, you're going to use what you have. So stand in front of open window. If you're recording videos, use a canva template you already have. Use your notes app and take a screenshot. Okay? You don't need new brand shoot, photo shoot energy. We just need something that shows that your real deal business with real values and you have the receipts to prove it up. This again isn't a performance.

Andréa Jones [00:13:18]:
Your job is not to like get out here and sing and song and dance and twerk on the Internet. The right people are simply looking for you to show that you're a safe option for them as they're looking to make that next decision, that next step. Okay, there you go. If you are done with all the attention hacking viral video era, this video is for you. And of course, if you like my podcast, if you enjoy it, please leave us. A five star rating on Spotify and Apple podcasts helps keep us in the Top 100 Marketing podcast. I'll be back soon with another episode. That's all for today.

Andréa Jones [00:13:52]:
Bye for now.