“Are you repeating yourself?”
In normal day-to-day life, repeating yourself can seen as a sign of losing the plot (something my boyfriend and I tell each other often haha!) It’s a sign that you’re forgetful. A sign that you aren’t paying attention.
But on social media? Repeating yourself is a sign that you know what you’re talking about! It’s a sign that you’re clear on who you are, what your story is and how you can help others. It’s a sign of brand clarity - and it almost always leads to a huge increase in brand recognition.
So how do you go about repeating yourself on social media? How do you find the right balance? How do you know when it’s too much?
Here are my top tips for repeating yourself on social media - and building a brand that is clear and stands out from the crowd!
Create a messaging guide
I’ve spoken before about how I outsource my social media to my beautiful wing woman and guardian angel! But I don’t just hand over my social media to anyone and hope for the best. When deciding to outsource my social media, I knew how important it was to create a messaging guide (I know because it’s the first thing I do when I start to work with new clients to manage their social media). Having a messaging guide makes social media posts so much easier because you already have your core message down in one easy-to-digest guide.
In this guide, I like to include:
Core values (connection, creativity, authenticity, transformation)
Key words that I use in my writing (magic, flow, ritual, sacred, sustainable, aligned)
Tone (genuine and personal, feminine, soulful, potent love-bombs)
Imagery guide (flowers, plants, nature, crystals, coffee, women gathered in circle)
List of my favourite emojis 😍🌟😘✨❤️️👌🙏✌️💁🌿💗🌷
Key messages and phrases that are used throughout my copy
Links to content and stories that can be repurposed (about page, pillar blog posts, opt-ins)
Pre-prepared scripts that can be used to talk about all of my offerings
Quotes that I love (adding to it as I find them)
Testimonials from past clients
I keep all of the content in a shared Evernote file and continue to add to it as I think of things or change direction.
It might take a while to initially set up but once it’s all there, this will save you hours of time trying to think of content and stories to tell on social media.
When crafting social media plans for my clients, I keep their messaging guide open in it’s own window so I can constantly look back at it and check that the social media posts are aligned. It seems simple but something as small as emojis can make a huge difference for your brand!
Craft your signature story
In my messaging guide, I also include a copy of my signature story. Your signature story is the story that you tell when people ask you about yourself and your business. It tells the story of who you are and how you came to be here. It’s the story that people remember when they think of your and your business. It’s the story that your community tells other people. Your signature story is powerful!
One of my favourite signature stories is from Rachel MacDonald of In Spaces Between. Almost everyone who knows Rachel online knows the story of how she started her blog and coaching career. It’s a story we can relate to. It’s a story we love to tell others. And it’s a story that’s allowed us to connect with her.
Most people have a version of their signature story on the about page of their website. But are you repeating this story? Are you re-telling it? Maybe your current signature story feels outdated and misaligned now? Maybe you have more story to tell? Let’s update it, shall we?
My favourite way of crafting a signature story is to create a life timeline.
Take out a piece of paper and draw yourself a long line that spans the full page. This is your timeline.
Start to plot key moments and experiences that have happened in your life. This doesn’t have to be about your business. You’ll be surprised to see how everything is connected.
With every key moment and experience, write a few words about what it meant to you and the key lesson learned.
When you’ve filled the page. Take a look at your timeline and the words you’ve written down. Can you connect the dots? Can you see any core lessons or stories? Can you see how these moments have lead you to where you are in life and your business? Are you surprised at how some stories are connected to your business? For example, I once used my very first breakup as a signature story for my business. While the two experiences might seem completely unrelated, I found a way of taking the experience and relating it back to my values of expression. You can see a version of this story here.
Now use your life timeline as a guide for crafting your signature story.
There is no doubt about it, I’m a huge fan of repurposing content. In conversation with a client the other week, we were speaking about an article that she was writing for a magazine. I suggested that she could write the article in a series of social media posts and then bring it all together for the article.
“Repurposing to the next level,” I said.
“Repurposing before it’s even purposed!” she laughed.
I love repurposing because as an online business owner, I’m too aware of how much content we’re required to create on a weekly basis.
Daily social media posts.
Weekly blog posts.
Not to mention the content we create for clients!
When you’re creating THIS much content, you’ve got to make the most of it!
How? Repurpose it in every way you can!
Turn your blog posts into a series of social media updates.
Turn your client notes into website copy.
Turn your client processes into a DIY digital product.
Turn your social media posts into a guest post.
I know, it’s going to feel like you’re repeating yourself. It might feel a little icky to begin with. You might be waiting for people to ‘uncover your secrets’.
But really, repurposing your content is simply reinforcing your very important message. It’s reinforcing the work that you do. It reinforcing the way you can help clients.
As I mentioned in the beginning, repeating yourself is powerful stuff!