When they are tired of their daily work and bored with their daily routines, most social media users turn to social networks to escape this boredom and entertain themselves with content that creates excitement and happiness. They spend the least time on repetitive, long, unclear, and educational content.
On the other hand, the content producer is trying to remind the audience of the features of his product and service by repeating them many times and, during the educational tips, telling them about the benefits of his products to encourage them to buy.
Is this method of marketing with content production effective and efficient? Isn’t this kind of content often ignored? Of course, in most cases it is. Therefore, I need to develop a practical and purposeful definition of good content.
A short, simple, and eloquent text that captures the attention of the audience by creating a sense of excitement, happiness, and entertainment.
By now, it became clear that instead of repeatedly stating the features of my products and services, it would be better for the audience to write about the feelings and experiences they created by using the products I designed (user experience).
It’s best to have a storyboard for every piece of content I want to produce. Storyboards consist of 4 basic parts:
1. Persona: A comprehensive description of the personality and mental structure of a hypothetical customer who is a good representative of my audience. I specify in detail his behavioral patterns to achieve desirability and his personality traits.
2. Scenario: It can be positive, meaning that the persona has achieved desirability by using my designed product and talks about the good and pleasant feelings it gave him. The scenario can be negative, meaning that the persona has a challenge that he has not used my designed product to solve and achieve desirability, and troubles are waiting for him that he has not thought of until now.
3. Visuals: Visualizing how and why the designed product has helped him achieve desirability. Expressing the solutions that I have that he was unaware of will be more effective if accompanied by images of the persona using my offer.
4. Captions: Each of the desired emotions that the persona will experience using my proposed solution.
Anatomy of Professional Content:
An attractive title with effective text creates eye-catching content.
Attractive title (copywriting):
The title should attract the audience at first glance and attract their attention to read it.
You can use methods like the ones I have listed below:
- Make the audience’s dreams come true.
He will find what he was looking for in this content.
- Comfort the audience.
State that he is not to blame for his unpleasant feelings and we will explain to him what caused him to stay away from his desires.
- Accuse him.
We will explain the mistakes he has made and explain to him the way out of these mistakes.
- Give him peace.
We will remove his worries and fears.
- Tell him about simplicity and convenience.
We will provide him with the simplest and easiest solution. We have eliminated repetitive processes and removed his confusion.
- Remind her of her pride and social status. We describe the community and tribe that the audience would like to be a part of use our proposed solution, and create a mental image for them that has a special place among them.
Show her sense of uniqueness.
Effective text
The main goal is to create effective and lasting mental images of our brand along with the differences and distinctions that our solutions and offers (products and services) contain for our audience.
The topic and text of the content should not be imitative or repetitive in any way. We must obtain a specific and distinctive (unique) structure for ourselves and always follow it, this also helps our branding a lot.
Every effective text can consist of 4 parts:
- Gap
Dedicate the initial part of the content text to the gap between the current situation and the desired situation of the audience. We can express the topic we have expressed in the arrow as a gap.
We should try to present something beyond the audience’s current knowledge:
What is there that the audience is looking for an answer to? What is it that they doubt is right or wrong? What other topics are there that the audience feels have gained a superior social position by knowing them?
How can their challenge (problem and trouble) be revealed?
- Flipping method:
breaking beliefs and mental limitations.
What becomes common among people and more people talk about it over and over again, a general belief about it is formed in everyone’s mind and becomes the truth. (And not the reality) These beliefs are inhibiting and limiting and we challenge them in our subconscious. Now imagine content that shatters these beliefs and questions their truth. How engaging and attention-grabbing can this content be?
- Highlighting method:
Exaggerating the consequences of the gap
Exaggerating the consequences of the challenge reveals the audience’s feelings of undesirability. To do this, you must use humor and humor and avoid a critical and accusatory tone. You can explain to the audience in the text how much better they would feel if this challenge had not happened.
2. Story
Masterpiece content that stays in the minds of the audience tells stories about their wants and needs.
- Using a persona as the main character or narrator:
A fictional character who has used our proposed solution and talks about how good and desirable it feels.
- The proposed solution as the main character:
Personalize your proposed solution and he talks to the persona and the audience about the good feeling it creates in the users.
- The main benefit of the proposed solution as the main character:
We give a fictional character the most fundamental benefit and benefit of the solution and he talks about his character traits.
- Anti-hero
Poor content or worthless solutions can be added to the story as a negative character.
Proof:
Now it’s time to prove the claims we have made about our proposed solution in the story.
When we can create a picture in the mind of the audience of the effect of the proposed solution on the desirability of others, then we have been able to prove our claims to them.
Schema: A key feature of a concept about which a lot of information, experiences, and feelings are stored in the mind.
- Using a schema to prove:
Tie a new concept of benefit and benefit to concepts that the audience already knows and feels about.
- Using a new combination of words:
Attributing strange and creative qualities to words about the benefit and benefit of the solution. (This increases their attention and lasting focus on our content.)
- Opinions of those who have used our proposed solution.
- Expressing the personal experience of others.
- Endorsements of famous and important people who have used our solution.
- Presenting statistics and figures.
3. Value Proposition
In this section, we will once again state the proposed solution, but with more coherence, clarity, and focus.
- Answer the audience’s possible questions in advance.
- Use social validation:
“With this proposed solution, you will also be one of those people who are head and shoulders above others.”
- Provide more details about the benefits and advantages of the solution.
- Emphasize the ease of use of the proposed solution.
4. Hook
At the end of the content, we should create mental hooks that will make our audience’s attention and focus more permanent so that they become followers of our two passions and accept our sales offers more easily and willingly in the future.
- Everyone likes to justify their feelings and desires to others with logical reasons, we do this for the audience at the end of our content.
- Halo effect:
A cognitive error in which we prejudge the rest of their personality traits due to one individual characteristic. (When we see a beautiful person, we feel that they are also good-natured and friendly.)
- Theory of disagreement:
Creating a discussion and dialogue between the audience about the value proposition causes them to interact more. Ask them to give their opinion, ask questions, and challenge you.
- Emphasis on freedom of choice:
In addition to creating a sense of need for our proposed solution, we should emphasize the audience’s freedom to accept and choose.
Be aware of the illusion of your content being valuable
Before publishing content, these things should be checked:
- The audience’s attention has been sufficiently attracted.
- Nothing of the benefits and benefits of the value proposition have been omitted.
- An image of the results of the value proposition has been formed in the audience’s mind.
- The results of the amazing feeling of the value proposition have been described.
- The unique feature of the proposal has been strengthened.
- The real value of the proposal has been emphasized.
- You have proven your claims and promises.
- You have reduced the audience’s risk.
- The easy access and ease of use of the proposed solution have been expressed.
- A sense of necessity and limitation has been created in him.
- The audience’s freedom to accept and choose has been emphasized.
- A request to take action (ask, comment, challenge, and interact) has been made.
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