Data Always Wins --- The Pareto Principle states that 20% of content online gets 80% of the views.
That’s what they taught me in engineering. And it’s wrong.
It’s more like 5% of content gets 95% of views.
Do you know why?
Because most content is LAME and BORING. 💤💤💤
Repetitive. Cliche. Dry as Gandhi's flip-flops.
So here’s what you do to get your content into that epic 5% instead of being in the forgotten 95%.
The secret to creating content that SELLS (without being annoying and sleazy and salesy)
The first step is simple. We need to stop writing like a wet noodle. Inject some dynamite in our copy.
Best way to do it?
Write like you're having a conversation with a good friend.
Keep it casual.
Keep it real.
Write like you’re sitting at a bar, shooting the breeze, talking to another human being.
That means a lot of short punchy sentences. Every once in a while a sentence can go on for longer, like this one, but most will be quick and to the point.
Break up those endless Tolkien-sized paragraphs. Ain’t nobody got time fo dat!
We need to make it EASY to read, and EASY to get to the point. 🎯
Using Razor Sharp Hooks That Grab Your Reader And Don’t Let Go 🗡️
There’s no two ways about it, you’ve got to hook your reader AND keep them in that position.
Make it impossible to put your stuff down. Get them to read that first sentence and then the next… and the next… and the next…
So let’s NOT do any of this:
"We’re really good at what we do and the competition is bad and we’ve been in business for 20 years and we really care about you as a customer.”
That stuff is weaker than a British curry. It’s what your competitors are saying. It’s predictable. But worst of all?
It’s boring - bland. And boring doesn’t pay the bills in contentland.
When people first land on your article they’re not ready to commit yet. They're just browsing the menu, seeing if anything catches their eye.
It’s up to you to use your headlines, subheads and paragraphs to SELL them on the idea of sticking around and reading more.
Again, it’s the exact thing I'm doing here. Subheads that reveal parts of the story and that hit the key points. But here's the real secret sauce:
You Need To Make It All About THEM.
The reader. Make THEM the star of the show. 💫
Not trying to hurt your feelings but nobody gives a rat's behind about us.
Everyone cares about themselves.
We're a self-preservation society.
Only when they believe and understand that you’re trying to actually help them, are they ready to hear your story.
So keep it laser-focused on how reading your stuff will help THEM.
Skip The Bullsh*t While Writing
Last thing I want to cover.
🐂
Don't dance around their scepticism and objections like some low-quality comedian trying not to offend the front row.
Address possible objections and issues head-on.
Remember this quote by the OG of advertising:
“The consumer is not a moron. She’s your wife.”
David Ogilvy
Call out what they're probably thinking and then defuse it with logic, empathy and cold hard facts. Just be real with people.
Speak soon,
Thomas
P.S. If you’d like me to help you out with this, or write your stuff, or help you write better stuff… that’s possible!
Get in touch with our agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, and no annoying sales tactics.
Sounds good? Then fill out this form: https://www.thresults.com/free-marketing-analysis
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