All the success you will have in blogging, marketing, product design, or anything you create comes down to the quality of your content. One little thing many marketers don’t realize, is that it’s just not the quality of your content that counts – how powerful the information is – but also how easy it is to understand, how naturally it flows, and how specific it is to the viewer who is consuming your content.
Have you ever created a piece of content, looked back at it, and it just felt scattered, messy, disorganized, and could potentially be much better than it is? You would try and try to change things around, but had no clue if you were doing it correctly.
In this post, I want to give you some strategies for creating content that will enhance everything you do – whether it’s writing sales copy, blog posts, commercials, products – anything where you need to talk to your viewer.
Crafting the perfect piece of content
Crafting the perfect piece of content means crafting a COMPLETE piece of content. Have you ever tried to explain an idea to someone, it made perfect sense to you, but the other person looked at you with confusion, and couldn’t “get” what you were talking about, even though to you it was the simplest, most straightforward thing in the world?
We all have different learning styles. For example, some people learn better through written instruction, some learn better by watching, and some learn better with instruction. On top of this, there’s certain things all of us want to know before we do something, and they come in a very specific order, which, when applied, gives you an incredibly powerful, yet brilliantly simple formula to craft the perfect piece of content.
The content creation blueprint
There are 3 stage of communication you want to communicate to your viewer in anything you create. These steps making learning a new, even incredibly complicated concept, as effortless as possible, make your viewers more likely to enjoy the experience, and wanting to get their hands on more of your content and materials. When you master this formula, you’ll instantly know how to create perfect pieces of communication that flow effortlessly, and ensure you always give all your readers exactly what they’re looking for, so let’s dive into them now:
Why: The first thing we want to know before we do anything is WHY we’re doing it. How is this going to benefit us? Why bother taking the action at all. At this stage, your customer wants to know what they’ll gain from your content, and also what pitfalls they’ll avoid – basically why it’s worth their time to hear what you have to say.
For example, “when you lose weight you’re going to look better, be able to move through life easier, feel better, and be proud of yourself when you look in the mirror.” This communicates what we’re going to get, but at this point it could be lies, hype, and claim.
What: Once you’ve established a claim, it’s still just a claim, and could be an outright lie until proven otherwise. The second thing we look for is evidence to support the claim that was made. At this stage, we want facts, numbers, charts, and data to further cement in our minds we’re hearing an expert, and what we’re about to learn is worth spending our time and energy on.
For example, “90% of our weight loss is related to the number of calories we burn, relative to the number of calories we consume through our food.” Now, I’m not an expert on health and fitness, and made that percentage up, but the important thing at this point, going back to what we said about making the content worthwhile, is you want to take your years of experience and expertise, and use it to give your viewer something to take away which they didn’t come in with. We now know how something is going to benefit us, that we’re listening to an expert, and that we’ve gotten something valuable, which leads us to the third step.
How: Once we understand the information, know we’re listening to an expert, and know the facts that demonstrate they know what they’re talking about, this is where you give the viewer an action step, or set of steps and instructions they can use to transform all the information. At this stage, we need to know how to take what we’ve learned, apply it in the real world, show how this information will translate it into real world results, and show how to apply it.
For example, you might say, “So how do we lose weight? Because calories are the main factor, make a list for the next week of all the foods you eat, and calories you consume, and try to stay around 1,400 calories a day (or whatever number!), as you do this, you’ll notice you’ll instantly begin losing a minimum of 2-3 pounds per week.”
The big picture
When you combine all of these factors, you’ve given your reader a piece of content that is organized, structured, and flows in a coherent, easy-to-digest manner, but also gives your reader everything they want from your content.
If you are a copywriter, product designer, blogger, make videos, public speaking, or anything that involves communicating with others, and want to learn more, take a look at my free online copywriting course to get many more free content creation and copywriting techniques. Use this template in your writing, practice with it, and improve with it – you’ll notice an instant transformation, and that the quality of your writing instantly skyrockets by a HUNDRED times.
* Chris Nosal is a marketing, design, and business expert who develops innovative strategies for creating more powerful and effective marketing to turbocharge your business.