You know you should be creating content, but it seems so hard.
Perhaps you feel paralyzed and don’t know what to write. Or maybe you are stuck because you get crickets.
On top of this, digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day.
So how can you stand out and make content that interests people with all this noise?
And if you don’t know what you should be writing about, read How to write original content that converts.
Part 1. First Impression
First impressions are everything, so you must grab your ideal client’s attention within the first 3-5 seconds.
1. Great Visual
Use an eye-catching photo or image to attract the right audience.
People love to connect with other people, so use a shot of yourself to help people get to know, like, and trust you.
2. Attention-Grabbing Headline
The most crucial element is your headline or hook. Create a headline that makes your client stop scrolling to read your post. Rise above the noise.
You have one or two sentences to capture the attention of someone scrolling or passing by a magazine rack.
So ask yourself, “Would this make me stop scrolling? Would I want to know more?”
Stand out by going against the grain.
Instead of “Exercise is the key to weight loss,” say “Exercise is a scam,” and then in the meat of the content, “Ever felt like exercise is a scam? I felt like this until..”
Leaving an open loop or cliffhanger at the end of the sentence can also keep your audience yearning for more. Omit details so that curious readers continue reading to solve the “mystery.”
An example may be, “We will see a shift in purchasing next year.” What is the shift?
Or using a rhetorical question like “Does hand sanitizer actually work?” Does it?
Create a pattern interrupt by using unusual numbers like 67 or 102 instead of round numbers like 5 or 10.
Last, target specific timelines such as “Have your business running in 90 days” or “Lose 10 pounds in 2 weeks.”
Excellent Hook Examples:
- Drama: Create an emotional or drama response. “Omg, my client just said this to me…” or “Meditation is a scam.”
- Mechanism: Choose words that pique curiosity, like this or these. “This technique creates an irresistible yes.”
- Empathy: Highlight your ideal client’s pain point by showing you know what they are going through. “How to fight loneliness with wisdom.”
- Social proof: Highlight what everyone is talking about or already knows. “3 sales tricks every sales expert knows about.”
- Belonging: Tap into your ideal client’s identity or values. Example: “5 things only female entrepreneurs truly understand.”
- Benefit: Highlight ideas that move your ideal client towards pleasure or away from pain. “6 ways to alleviate stress when you want to quit.”
Pro Tip:
Check out buzzsumo.com for trending headlines or answerthepublic.com for questions people ask in your niche.
Do some research on successful people in your industry. What works or does not work? And which of your posts get a lot of comments and likes?
Part 2. Your “Sexy Body”
After drawing the reader in, authentically show up with clear, compelling communication so that people continue to know, like, and trust you. Place your best work towards the top of the piece. Make sure you don’t bury your best work!
1. The Elephant in the Room: Target Ideal Client Problems
Okay, let’s be honest here. Are you writing most of your content all about you?
Here’s the thing. No one cares. And I mean this in the nicest way possible, but really, most people care about how it applies to or affects them. Focus on WIIFT (What’s In It For Them).
Remember, this content is all about your ideal client and not about you.
Use “you” or “your” instead of “I” or “my.” And when telling a story about yourself, always bring it back to how it applies to your ideal client.
Highlight relatable significant pain points specific to your ideal client’s needs. Solve actual problems by tapping into their challenges via market research or client conversations.
Desires will most likely fall into one or a combination of three categories:
money, sex, or health.
What category is most pertinent to your audience?
What problem do you solve for them?
Also, focus on what your client wants vs. what they need, as they may not be aware of what they genuinely require.
For example, they may want to have a beach body, but they may need consistency and accountability to get there.
Focus on having a beach body (the what they are aware of) instead of the how.
Your content aims to help shift perspective, perception, or beliefs. Does this content give your audience an “aha” moment, or is it just noise? Does this make them want to invest in themselves?
Help create awareness around mistakes they may be making or show how to overcome obstacles. Be specific by highlighting symptoms of their problems and tangible solutions. What do they want, and how will they know when they have achieved the result?
Your content should prequalify and presell your client by talking about important areas that matter to them.
2. The Art of Storytelling
Ever notice that you are on the edge of your seat when listening to a gripping story? Your heart is racing, chills down your spine, you even have goosebumps. You feel like you know the characters intimately and deeply care about the outcome.
Storytelling is an excellent way to hold attention while evoking an emotional response.
Stories can help you stand out right away in a saturated market, making you more memorable.
And keeping the reader interested is critical, especially on algorithm-based platforms that push content with high reader retention.
Combining storytelling with empathetic listening will create an emotional connection, build trust, and attract clients without being “salesy.”
People also remember stories. Physiologically, your brain lights up in a neural coupling process. The listener not only develops empathy and trust in the storyteller but retains 65-70% of the information shared vs. only 5-10% during a dry presentation.
A great story has a context with a likable hero (your client), a conflict where they encounter roadblocks, and as the tension builds, they bridge the gap and emerge transformed.
It is essential to make your content unique to you.
What makes you stand out differently from everyone else?
What transformations have you gone through? How can your clients aspire to be like you?
Be authentic, show empathy, and use data as support.
Paint a clear picture to evoke emotion, gain excitement, or create aspiration.
Share what you know, a lesson learned, something fun or funny, or something meaningful, authentic and vulnerable. When you write, imagine you are talking directly with your ideal client and asking what they need to hear from you.
3. Use Simple “Sexy” Language
Keep it simple: Write this in plain language that anyone can understand.
The goal of communication is so that other people understand you.
Pretend you are speaking to a 3rd grader.
How would you frame this? Keep it short and straightforward with a tangible result.
Use language they understand, so stay away from industry-specific jargon your audience may not know, like “VA,” “SEO,” “freebie,” or “limiting beliefs.”
Use your ideal client’s language to naturally grab their attention, drawing them deeper into your content. As you solve their problems, you will also build trust.
Using descriptive language that paints an emotional picture can also draw in the reader.
Instead of “I will make you feel more confident,” say, “I will help you feel confident when you look in the mirror.”
Always steer clear of fluffy intangible language like “live your best life.” Instead, look for tangible results by asking how they will live their best life. If you are a mindset coach, perhaps you help your clients make money vs. clearing mindset blocks.
And just for fun, run your language through a readability test here: LINK
Part 3: Clear CTA
Create a smooth transition into your call to action or CTA. A call to action is an invitation to take the next step with you.
1. Give clear, specific instructions on what action to take next.
If you tell your audience exactly and precisely what to do next, they are more likely to move forward.
Example: “Dm me the word CALL” would be a much better outcome than simply saying, “Let me know if you are interested.” How will they let you know?
2. Keep the actions short and straightforward.
Avoid giving a laundry list of things to do. The easier it is to accomplish, the better the results.
3. Stick to one call to action whenever possible.
People are more likely to take action when there is one clear path versus many. When people are overwhelmed, they do nothing. A study done on Linktree showed that people are less likely to click when there are multiple choices.
4. Always answer the question of what is in it for them.
Book a call so that you can do what? Offer something enticing that will make them want to sign up.
Pro formatting tips:
- Limit emojis and keep them simple.
- Stop using bold and italics on Facebook. They are impossible to read.
- Add line breaks with Apps for Life. It is life-changing.
Recap:
Grabbing the attention of your ideal reader requires some thought. You first need great visuals and an attention grabbing-headline to hook in the reader so that they want to read your work.
But it doesn’t end there. Keep readers engaged by using compelling storytelling and simple sexy language that solves their pain points. Wrap it all up with a clear, persuasive Call to Action that gives your reader the exact steps they need to work with you.
And if you need help creating a customized business action plan to start seeing results, email me at michele@micheleleah.com with the word PROGRAM.
I look forward to reading your compelling content!
Michele x
