5 TIPS TO CREATE CONTENT THAT STOPS THE SCROLL AND SPEAKS TO THE HEART OF YOUR IDEAL CLIENTS.
I highly suggest that you incorporate stories into your content.
Humans LOVE story.
When we hear a story that resonates with us, our levels of a hormone called oxytocin increase. Oxytocin is a feel good hormone.
It boosts our feelings of things like trust, compassion, and empathy.
It motivates us to work with others and positively influences our social behavior.
However, different from what you learned in school, I’d like you to practice putting the juiciest part of the story at the top.
You have 10 seconds to grab attention. So that first line of your caption must stop someone’s scroll.
I call that the headline and it’s usually the climax of the story you’re telling. Maybe it’s the lesson you learned, or a difficult decision you had to make. Whatever it is, it should be the part of the story that will grab readers and make them want to know how you got to that point so that they’re compelled to know more.
Our goal is to get feedback from our ideal clients like, “Wow I feel like you’re speaking go me.”
One easy tip to help with this is to speak to one person, not all people. Say things like “you” instead of “you guys.”
And secondly, make sure the story is not entirely about you. You are not the HERO of the story.
Your experience might have inspired the story, but it’s actually about the reader.
Your reader must see themselves in your content!
So ask yourself, “what’s in this story for the reader?”
Maybe it’s a lesson that you’re imparting.
Or maybe it’s something like…
“So if you’re feeling like there’s no way in hell you’ll ever be able to build a multiple six figure business — trust me, I get it. But I’m also here to tell you it’s not true. I didn’t go to college, I didn’t have a wealthy family, I didn’t have a network. I just had work ethic and an Instagram account and a hunger to learn — if I can do it, so can you.”
You see what I did there?
I made it about someone else.
Because when people read your content, they’re not just reading it to learn more about you. They’re wondering how you accomplished something and if they can do it, too.
SPEAK THEIR LANGUAGE. Literally.
Here’s how to do that.
Find people who have already built what you’re looking to build.
First, study what they’re doing and what’s working… so you can make your own version of that.
Don’t copy — but get inspired.
But secondly and MOST IMPORTANTLY, look at their comments.
Take the top 5 pain points and top 5 questions that you see their readers leaving in their comment box and craft content that speaks directly to those pain points.
Make sure you’re also studying the LANGUAGE people use so you can mirror it back to them in your copy.
For example, my subscription called WHAT THE HECK TO POST was created because so many people were expressing to me that they don’t know “what the heck to post.”
I could have called my subscription “weekly content” and that would totally suffice. But because I used language that I was a hearing again and again I consistently get emails from people that say things like “I feel like this was made for me.”
And why do they think that?
BECAUSE I’M USING THE LANGUAGE THEY SPEAK. That way it is instantly familiar to them and speaks to their heart and what they feel they need on an emotional level.
Similarly, people don’t say things like “gosh I wish I could just lose weight” they say things like… “I just wish I could fit into my skinny jeans again.”
People don’t say things like, “gosh I wish I could be healthy.” They say things like, “I wish I could have the energy to play with my kids.” “I wish I could run up the stairs and not feel like I’m going to faint.”
So LISTEN TO YOUR CUSTOMERS and do not paraphrase.
Take notes during sales calls.
Take copy out of their emails.
And if you’re not getting a lot of sales calls or emails, read the comments on social media pages of people who are further ahead of you. Study their languages and stories so you can speak to them.
Make sure the pain point is relevant.
Use YouTube to confirm that people are looking for solutions to the pain points you’re speaking to.
If your topic isn’t being searched for / if they’re not looking for answers around this — you have to have a serious investigation inward with regards to either how to package this so it speaks to a need — or if it’s the right time for this.
The truth of the matter is, the market has to win if you’re trying to monetize your content.
Use YouTube or BuzzSumo to gather this information.
Don’t get it perfect, get it going.
You have to post things to get feedback.
You must measure how a post does to know if it’s working for you. So just post — and get messy — and understand there is no failing when it comes to content. Just feedback.
So put stuff out there and measure results. That’s truly the best way to figure out how to speak to the heart of your ideal client.
PS: For daily social media prompts crafted specifically to help you leverage the algorithm, go here: www.whatthehecktopost.com