Here at Open Compass Coaching, we work with entrepreneurs who want to turn their ideas into real, profitable businesses. And one question we hear all the time is:
“How do I create content people will actually pay for?”
Because let’s be honest—throwing random blog posts or videos on a website isn’t enough anymore. If you’re building a membership site, a course library, or even just trying to grow your email list, the content has to be so good that people are willing to open their wallets to get more of it.
So, what makes content worth paying for? Let’s break it down.
Go Deeper Than Everyone Else
The first mistake we see a lot of new business owners make is creating content that barely scratches the surface. If someone can read your article in two minutes and get the whole picture, there’s no reason for them to pay for a deeper dive.
Instead, focus on:
- In-depth resources: Think masterclass-level posts, detailed guides, or curated toolkits.
- Actionable steps: Don’t just teach what to do—show how to do it.
- Behind-the-scenes insights: People love learning the strategies, mistakes, and lessons you’ve learned firsthand.
When your free content delivers real value, your paid content becomes irresistible.
Make It 100% Yours
If your audience can find the same advice online and obtain it for free, they won’t pay for it. Period. That’s why your content needs your unique perspective baked in.
Here at Open Compass Coaching, we help our clients create content that is:
- Experience-based: Share your wins, your failures, and the lessons in between.
- Client-focused: Use real stories (with permission) to show how you help people get results.
- Personality-driven: Your voice, your humor, your values—these are what make people stick around.
Headlines Matter (But So Does Substance)
We all know curiosity-driven titles get clicks. But the internet is full of “clickbait” articles that overpromise and underdeliver—and that destroys trust.
Instead, we teach our clients to write headlines that are:
- Compelling: Spark curiosity with specifics.
- Credible: Promise a result you actually deliver on.
- Clear: Let readers know exactly what they’ll get.
For example:
- ❌ 10 Ways to Lose Weight → Too basic, too common.
- ✅ How Busy Parents Are Losing Weight Without Spending Hours in the Gym → Specific, relevant, and valuable.
Sell the Transformation, Not the Topic
People don’t pay for content—they pay for outcomes. Your articles, videos, and downloads should help them:
- Solve a problem they’re stuck on.
- Gain clarity about their next steps.
- Feel confident taking action.
When you give them small wins through your free content, paying for your premium content feels like the natural next step.
Keep Your Content Fresh and Relevant
The online world changes fast. That’s why we tell our clients to review their content regularly—so your advice, strategies, and tools stay accurate and trustworthy.
Ever read an article from 2018 with links that don’t work and tools that no longer exist? Not a good look.
Bringing It All Together
At Open Compass Coaching, we teach entrepreneurs how to create content that builds trust, attracts the right audience, and turns casual readers into paying clients.
The formula is simple:
- Deliver value upfront.
- Make it unique.
- Focus on transformation, not just information.
When you do that, selling your website, your course, or your membership site stops feeling like a struggle—because your content does the selling for you.
Comments ()