Clarity is the fastest path to more conversions—and anchor content is your secret weapon to get there.
Renee Hribar shares the story of Kelly, a brand designer who transformed her results by simplifying her message and creating targeted anchor content. By speaking in a way her audience could understand, inviting select people to review her work, and strategically sharing her content, Kelly went from confusion to connection—signing a $15,000 client from just one post.
You don’t need mass marketing to sell high ticket services—you need the right message in front of the right people. With anchor content as both a clarity tool and a client filter, you can turn your expertise into consistent conversions.
Go back, give it a listen Today, I wanna share what happened when my student, Kelly actually used the anchor content that we built together. Quick refresher. She was getting asked the same question all the time by her clients, Kelly, how do I stand out in a saturated market? So I helped her turn that question into a story based authority building piece of content that I call anchor content.
dn't. She simplified it. She [:
There's a great little quip that someone shared with me once, and I just laugh and I think about it every time I walk past a fish. And here was what it is. You ask the fish, Hey fish, how's the water? The the fish goes, what's water? You are the fish in the water. Hey, how's this? You're so in it that you don't see it because you've been in it for so long.
case, Kelly finally stopped [:
'cause she would say it and she would say it in such an enthusiastic manner. She's a super like, hyped up girl and uh, I say girl, she's in her thirties, so she's not, she's not a child. She spent, you know, 10 years. Being an amazing brand designer. And when she would talk about it, she, because she was so excited, people would nod and yeah, yeah.
But then I would ask them questions later or they would get pulled later. 'cause we did do this research and they were like, no, I don't really know what that means. So she stopped assuming people knew what she meant with brand archetypes and that. Is when the magic happened. So she created this post and people didn't just like it, they loved it, they replied, they, then she used the post in an email.
the answer to this. And it's [:
And those are, those are my favorite people now all of a sudden. Right? And so if you have an email list, you know this, that when you even invite people to reply, they don't. So she got. Ton of replies on her email. They commented on her content. They dmd her. It was because she invited them again. If you didn't hear Monday, go back.
She invited these key people. I think it ended up being like seven people to check out this new. Post, you know, this long form written content anchor content that she was trying out as another way to explain and share more about branding and how to apply it to your business, why it's so important, how it can benefit you, when you should be thinking about it, the questions you should be considering, and that one post got her so much juice because they finally got it.
So here's what I want [:
And I sort of go back to my journalistic roots of, you know, write copy that's for a third grader. Well, heck, I'm saying make it for a 5-year-old, make it for a kindergartner. And seriously, I say that with love. It's not because people are stupid, they just not. Into what you know, they just haven't honed the expertise you have, and so someone could be a literal rocket scientist, but when it comes to branding, Kelly had some work to do to teach that person about.
, and that's where sometimes [:
Rocket scientist launch her speaking career with the right branding. Heck yeah. In fact, she did. I already know the story, but the reality is this, is that if Kelly had gone into creating this. Huge brand plight with this rocket scientist of using all these big words. The rocket scientist might understand the big words, but she might not understand how it applies to branding, right?
the wrong people keep going.[:
So again, like I said, back on Monday's episode, make sure that before the anchor content is even published, that you've got at least a handful of people all the places and where you might find someone in your digital Rolodex. Ask them, I've got something I'm about to publish. I'd love some friendly eyes on it.
I'm not even sure if it's any good or if it's gonna make any sense, but I'm trying my best to help share what I'm doing and the value of branding in this case with Kelly to the world or more broadly. And I definitely need somebody to check my back, right? Make sure I don't have any spinach in my teeth, make sure my fly's not down, like all this stuff, right?
sk. A few more people than I [:
That boosted her confidence to share that anchor content in more places, and that helped more people find out, I do need that. That's exactly what I've been looking for. And so that is why I love Anchor Con. It also acts as a filter because educating people helps them know if this is for them or not.
Right now. So number three, you might just be a tomato. Most people think a tomato is a vegetable, right? I have, my grandfather was a farmer and uh, I think in that era a lot of people were farmers because, you know, there wasn't as much. Distribution and, and massive farming. But one thing he taught me is that a tomato is not, a fruit.
you're being labeled wrong. [:
It's not that. It's not that. And she would just panic. Wow. The people don't understand. And she would almost get mad and frustrated about it, but it's not their fault. She was just being. Labeled wrong. And so with anchor content, that's where she was able to demonstrate what she was doing, share a specific story, that clarity led to conversions, anchor content, helped people know if it was for them or not right now, and she finally.
if she has a piece of anchor [:
And so she takes on one or two new clients. A time. And so when she knows she's about to publish anchor content, she keeps hearing a question people are asking. She starts to see a pattern. She knows that's gonna be an anchor content piece, and then she's working up to it. Let's say she sets a date, okay, I'm gonna publish it on the 15th.
And she knows that by the 12th or the 13th, she's gonna start asking people, Hey, I'm about to publish this piece of content. I'd love to get some friendly eyes on it. Can you help me out? I can give you the link when I, when it, when it publishes, and they say, yeah, sure. And then she sends 'em the link. She's like, okay, here's the link.
ck. And then once you circle [:
Uh, it's really inspired me to do something special. And then what are you gonna invite them to next? Now that they know a little bit more? Some of my students have taken their anchor content and invited people to a little group call just to talk about it like a fireside chat for 30 minutes about that one topic and how it's impacted them and what they got as a takeaway.
Other students of mine are inviting people to one-on-one calls where they can do a little. Audit of, or you know, assessment of the topic that they're focused on in their anchor content, and it just leads to better. Better conversations, better context, and better conversions. So what happened was is that of these seven people that Kelly was able to invite to her anchor content, whether they read it or understood it or not.
up getting an evaluation, a [:
Uh, I think it was, it was either 1 9 7 or 2 4, 9, something like that. From there, she signed a $15,000 client. It worked, and you, you don't need to talk to every person on the planet. You don't need to create content. That's for everyone who you might ever, you know, talk to or, or everyone in your ideal client avatar.
eality is, is that if you're [:
If you do, you could probably do five or six anchor content pieces and probably get some real good traction. But, and the reality is, is that you are an expert and you want to cultivate that, whether you're doing done for you service projects like Kelly here, because she's doing their branding for them.
Whether you're doing just strategy, whether you're doing um, consulting, the idea here is, is that you are an expert and if you can share your anchor content in the right way, it will work for you now and forever. So here's your action step. If you wrote down your question earlier this week, but didn't publish it, no worries.
ell your expertise with more [:
When you do, you'll get a free training that pairs perfectly with my book Selling Your Expertise. And yes, you can hit reply to any email I send you and ask me. I'll be back next week with another story, another lesson, and another step you can take to go from invisible to in demand. Until then, go be the tomato.
