How to create value for your audience

Give first, ask later.

What does it mean to 'give first, ask later'? Simply put, it means offering value before expecting anything back. Whether you’re managing social media, running a website, marketing your services, or living life, this approach should guide your actions. Are you sharing your knowledge openly or hoarding it? Do you only reveal your expertise after someone pays or signs up? Asking yourself these questions helps set the right mindset.

Why is this important? Because people want to connect with experts who help them solve problems. If you offer useful advice freely, they’ll trust you and feel confident to engage further. For example, instead of waiting for someone to buy your course, start sharing small tips or answering common questions on social media or a blog.

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Why should you share your knowledge freely?

Have you ever wondered why some brands and individuals build large, loyal followings? One key reason is they give value consistently without immediate asks. Think about it: what keeps your clients awake at night? What questions do they ask repeatedly? Share your answers openly to help them.

Consider this blog. I could charge for this e-book or webinars, but I offer them free. This builds trust and reputation. Also, it sparks interest, which can lead to business later. Know that every piece of advice you give plants a seed in someone’s mind.

What are practical ways to start? You could write weekly tips, respond to common questions, or create blog posts that solve specific problems. For instance, a fitness coach might post short daily workout tips on Instagram stories while also writing longer blog articles about nutrition. A lawyer can summarise complex laws into simple LinkedIn posts. The key is sharing regularly and honestly.

Do not wait for perfection or the perfect moment. Take out your phone and record a quick interview with your team. Write down questions you get asked daily. This makes your content relatable and authentic.

How can you show your expertise without saying it?

Is it necessary to keep telling people you’re an expert? No. The best way to show expertise is through value. Instead of saying, "I am an expert," demonstrate that fact by helping people solve problems consistently.

How? Offer actionable advice, share case studies, or answer tough questions simply. For example, a marketer could describe how they helped a client double sales with a clear, step-by-step post. This creates social proof subtly but powerfully.

Remember, confidence in your knowledge will shine through in your writing and conversations. Tell stories of challenges and solutions you’ve handled. That’s how you build a reputation that lasts.

How to tailor content to different platforms?

Why should you adjust your content for various platforms? Because each platform has a unique audience and style. To maximise your reach, respect these differences and adapt your message accordingly.

Let’s use an example: a lawyer writes a clear, concise article about the latest government stimulus. On LinkedIn, they publish it as a native article to keep users in the platform and gain more visibility. Later, they add a link back to their website for further resources.

On Twitter, the lawyer creates a thread summarising key points with clear, short tweets. People enjoy quick, bite-sized info there. For Instagram, they use stories or posts with eye-catching graphics containing quick tips from the article. On Facebook, they might post a picture of their employee with the tip of the week, making it more personal.

What other examples make sense? A chef could share a full recipe on their blog, then post quick cooking tips or videos on TikTok. A consultant might write a detailed report available via email but tease important stats on LinkedIn and Twitter. The goal is to keep people engaged where they spend time and to gently guide them towards your main content.

Remember, each platform has limitations and strengths. Native content usually performs better than simply sharing links. Use clear headlines, eye-catching visuals, and short sentences to enhance readability and engagement.

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How to start creating value today?

Wondering how to begin? Start small. Write one helpful tip this week. Answer a common question from your clients. Record a short video explaining a simple process. Each action adds up.

Try mixing formats: write blogs, post on social media, film interviews, or record podcasts. For example, an accountant could share tax deadlines as Instagram posts and elaborate on tax-saving strategies in blog articles.

What matters most? Consistency, authenticity, and a focus on your audience's needs. Listen to your customers, observe their problems, and provide solutions. Over time, this builds trust, goodwill, and eventually business opportunities.

Ready to give first? Here are some tips

• Identify top questions or problems your audience has.
• Choose suitable platforms to share value effectively.
• Create short, clear content tailored to each platform.
• Be consistent in posting and engaging with your audience.
• Track what content resonates and adapt accordingly.

By following these steps, you set up a strong foundation to grow your presence and reputation effectively.