Sales success doesn’t come from posting more; it comes from creating the right kind of content.
Renee Hribar breaks down her proven “anchor content” method, a powerful evergreen approach that not only works long-term but can also spark meaningful client conversations before it’s even published. She explains how to identify the one question your clients ask most often, turn it into a demo of your expertise, and use it to build genuine relationships that lead to sales without relying on luck or going viral.
By reframing content creation as a strategic sales tool, Renee shows you how to work smarter, not harder, in your marketing. You’ll leave with a simple action step to create your own anchor content and start turning conversations into conversions.
Transcript
So today we're kicking off with something I get asked all the time, Renee, how do I create content that actually leads to sales? Now, please, I am not a content creator. I don't feel hesitant around creating it because my framing around creating it is different than the typical marketer who's gonna sell you a content calendar again.
ck this off with something I [:Well, anchor content is a, a framing that I used ever since I've come to the online space because yes, I understand. I ,agree that you do need to publish content. Your business needs to publish content, but you, you should not have to constantly be thinking about it all the time, however. You know that I love laser focused scalpel, not shovel, and that is where of all the types of content that are out there, anchor content.
and think, Ugh, another type [:Anchor content is not just content, it is a sales secret weapon. Most of the women that I work with come from a corporate background. They spend the last decade working on their skillset, and they are good. Uh, uh, they're so good that they get referrals pretty consistently. That's usually how they make their 3, 4, 5, 6, 7 grand a month.
Hey, some months they make 15, 20 grand, and then the next three months. They're looking for scraps. They're wondering where their customers are, and it's because they're so good that they've been able to make money on referrals, but it's not consistent and it's definitely not forecastable. So anchor content puts our hands back on the steering wheel and puts us in charge.
ork for you also. So as soon [:For me, I do a video for my anchor content. However, I also do this podcast. This could be considered my anchor content, so it's either audio, video. Written, I've definitely written my fair share in LinkedIn. I use articles all the time, so I'll take a transcription of either a coaching session or maybe even this podcast, and I will work with it until I can come up with a long form piece of content.
to get a possible conversion [:If I'm doing anchor content in the middle of my week, which I encourage in my seven day sales cycle, that I teach zero to sales in 10 minutes a day, right? So if those of you who read the book or been in my membership or my courses, you know this, if you don't make sure you get that free sales training.
Start the journey because once you're on my email list, you can hit reply and ask me anything, and it is a great place to stay on top of what is happening. All the cool things that I do, a lot of people are like, oh, I didn't know you were gonna do that. Oh, well, you should have been on my email list. So ultimately, the way that I leverage anchor content before I even.
t I'll use video in my case. [:I'm about to publish this content. I'm not even sure if it's any good. It'd be great to have some friendly eyes on it. Can I send you the link to it? To check it out once it's published. Now, if you've been talking to this person, you know, whether you interviewed them or whether you asked them to help you out with some research or whether you, uh, were commenting on their content and sort of got into a chit chat, uh, on LinkedIn or another social platform.
Maybe you sat next to 'em at a BNI meeting, or you met 'em at a conference and you've been hanging onto their business card and you meant to, to call 'em back, and you finally did call them back maybe yesterday or. A week ago, and now you're in this point where you're like, oh, you know, I'm talking to this person.
ales process you get to that [:Oh, no, we don't hope. I'm not a gambler. I do have hope, but I don't rely on it. I can't cash it, and so. What I do is make sure that those people are invited to check out something that I'm about to do. I'm not even sure if it's any good, but it'd be great to have some friendly eyes on it. Can I send you the link to check it out once it's published?
ndreds of thousands of sales [:Everything that I'm gonna be talking to you about, whether it's here on this podcast or anywhere else, is about developing a relationship that's genuine based on context. And so these data points that I'm giving you here, my experience are all leading up to what I would never give away. People remember those uh, questions.
What if you could go on a desert island and you only had one thing, what would you bring? I'd bring anchor content 'cause that. Stuff is powerful. Okay? So anchor content, I would say, Hey, can I send it to you? And they would say, sure. And then once I publish it, which is usually that afternoon or the next morning, I would send them another message wherever I was communicating with them.
. I would say more than half [:So wherever you were talking to them, you sat at 'em, you sat next to 'em at a conference, you probably have their cell phone number, right? Maybe you text each other to meet up for coffee, text them. Maybe you are email friends because you're on their email list and they're on yours, and you email back and forth.
Cool. Email them. Maybe you talk in LinkedIn Messenger or Facebook Messenger or Instagram, whatever, wherever you speak to them normally ask them this question, Hey, I'm about to publish this thing. It'd be great to get some friendly eyes on it. It's been a hot topic, you know, that kind of line of questioning.
to who you're talking to and [:But definitely say something and honestly, less is more. So now you know that you can use anchor content and that it's so powerful. It would be the one thing I'd bring to a deserted island, and now I'm gonna tell you what you can do to create it. Now I'm gonna talk to you about this based on a very recent experience with one of my students for this story, because I'll never call anybody out on the carpet.
I'm gonna call her Kelly. Okay. So she is a branding expert. She is Abso freaking brilliant at helping people figure out their brand archetypes when it came down to creating content. Though that actually sold her services, she was dun, dun, dun. Overthinking it. Sound familiar? I mean, for real. She's so smart.
erybody knows what you know. [:It's no big deal. And meanwhile, I have clients that, I am not even kidding you. I've been on Zoom with them holding their hand virtually as they. Held back tears sometimes had to stop to cry before they could start a sales call. And these are grown women who have held executive level roles in other companies, but they have just never.
Worked on their sales skills and that's okay. They're so good at what they do. They hadn't had to, but there comes that point when they either need to or they decide to be proactive. And so that's when we usually meet. So you're here. Now, we've met, and I'm gonna tell you about this story about the woman we're calling Kelly.
nding means, you're probably [:So she's a student. We were working together. We've been working together, and she would come to these live group calls every time being like, you know, I'm talking to people, Renee, you'd be so proud of me. I connected, I used one of my favorite connection strategies, a poll, and I was, you know, chatting up, you know, five, 10 people.
I've never talked to that many people just casually about. Things that are on the internet. She goes, like, I, I'm so proud of myself. But then it would stop when it came to anchor content. She just couldn't wrap her head around it. So I'm gonna walk you through the same exercise that I walked her through.
equals your demo. Right? So [:And they were like, oh my goodness, there's all these demos out. And I had to see it, right? I had to do it. So I, I ended up going into the dog food tasting something and I was like, all right, fine. That taste test is a demo. So when you buy things or that car, you go and test drive the car. That's a demo.
It's demonstrating what it is, how it works beyond the name, the color, the price, the brand on the exterior, right? And so whether, whatever it says on the box, whatever, it's. It looks like on the exterior of the car, when you actually experience it, AKA taste it AKA drive it, you know, with your own senses what to expect, right?
an tell you, am I right? And [:She was. Kept on board and grew with the company because of how good she was. So whenever she interacted with anybody through her work, they already knew what she did, how to apply it, why they needed her, and the value of her expertise. But now you take her out of that corporate environment, she's still.
amazing. However, she has to [:Making those high ticket offers, so it's education. If you've ever heard me talk about the four mile markers that everybody has to cross before they can say yes to anything, even a brick of gold, a free brick of gold, it's education, so proximity, reason to reach out, education indoctrination. Education is the longest mile marker.
So anchor content equals your demo. That's the number one thing I told her. Education cannot be. Dampened. I mean, honestly, it can do not diminish the value of education. So anchor content equals your demo. This is not viral. We're not trying to create a viral video. This is not something we're trying to get 10,000 views on and become Insta famous.
If that [:It's not about reach, it's about resonance, and that whole experience is exactly what needs to happen so that the person who you want to. Either make your client or connect with them in some way or collaborate in some capacity. They need to know more about who you are and what you do based on experiencing your brain and action.
ing a referral from someone, [:But if you just are on social media or you have a website, or you're presenting at an event and it's just your title and your bio, it's, it doesn't hit home, right? We need that. Demonstration. Number two, you can reuse anchor content a lot. So anchor content is your demo. You can reuse it a lot. One good piece of anchor content can genuinely last you years.
I use mine in emails, training sessions, welcome sequences, you name it, it goes beyond your title, your bio, and whatever packages you have listed on your website. It does work for you. Like it works. Their problem awareness, their their readiness to. Find the solution that they didn't even know that they needed.
umber three, knowing that it [:How do I stand out in a sea of sameness? Boom. That was it. That became her anchor content, how to stand out in a sea of sameness. Now, when she wrote her anchor content, which she ended up writing, she told a story of a real client that she had, but again, like I just did, she changed her name and she was able to give details about the.
system, which included brand [:I can't even begin to regenerate that, but it was a really great coaching session. And Kelly. Got specific. So Kelly was able to share a story of a real client changing her name, answering the question, how do you stand out in a sea of sameness? Kelly got specific, and guess what? People responded. So here's your action step this week.
Write down one question your clients ask you all the time. Not 10, just one. And then either make a short video, a post, or even a voice note answering it so that you can share it with. Someone else. Keep it simple. Keep it real. Don't overthink it. You have you, you can always delete it, right? I have a lot of clients like, oh my goodness, it's out there, girl.
ne. I think you can edit it, [:Now if you want help turning that into real conversations with clients, click the link in the show notes and hop on my email list. 'cause that's where all the good stuff is. And yes, you can hit reply and I'll actually write back. All right friends, I'll see you on Friday when we talk about what happened when Kelly used her anchor content the right way.
And until then, keep it simple and make it fun. You got this.
