The Content Formula: Part Three

We've established that in order to help someone, you must have influence over them. When making content, "influence" is the goal.

We've also established that teaching doesn't build influence. Neither do your credentials, your years of experience, or, another false, "2 spots left!" claim.

So what does build influence? 

 The Content Formula.

Fascination + Share the Process + Results in Advance + Proof = $$$

F Stands for 'Fascination'

As kids, we're taught some of the most important lessons through various Disney movies and cartoons. We learned the difference between right and wrong, and the importance of things like brushing our teeth and sharing with others through entertainment. This is because we're more likely to focus when we are entertained, and we're much more likely to remember things that happened when we were entertained.

The most powerful way to get a message across, be memorable, teach a lesson, or connect with someone is to entertain them through stories, comedy, or drama.

For example - let's say you make a post about an event you went to. The image is a picture of you standing at the front of the building before the event.

Boring caption: The annual wellness conference was a blast! I can't wait to come back next year. I learned about the importance of fiber & protein. 

Fascinating caption: I

If you're thinking, "I'm screwed. I don't have a fascinating or entertaining bone in my body." You're wrong.

The ability to be fascinating is not a trait, it's a skill that can be learned. 

If you have stories to tell, you can be fascinating. If you have a passion, you can be fascinating. If you hold strong opinions, you can be fascinating.

SP Stands for 'Share the Process'

The easiest way to make someone care about what you're doing is to include them.

Sara booked a consultation call with me because nobody was paying attention. Her social media was dead. Her emails weren’t getting responses, and the worst part? Nobody was buying. 

Her Instagram was full of “How-to” posts: “3 ways to strengthen your hips!” “A tip for backbends!” “Try this in your next class!” Etc. 
Sara was stuck in the “teacher” role. She never got down from her pedestal - and as a result, she became unapproachable. 

I recommended she take a break from teaching on Instagram and, instead, focus on building an actual connection with the community she was building. Once she did, things got better FAST.

The fastest way to build a connection with your followers & customers is to make them part of your process. Part of your business. Part of your life. Ask for their opinions. Include them in your plans.

For example, let’s say you’re creating a new online program and you’re trying to decide which platform to host it on. Make a post, or send an email to your list to ask them for their opinion. 

Let’s say you scored an interview with a reputable magazine - send an email like, “Guys! You’ll never guess what just happened. Let me tell you a story about how the interview went.” (This is very different than, “The new article I was featured in is now available. Go read it.).

Have you ever heard the term "dig your well before you're thirsty?" It means, “prove you can help people before you ask for money.”

I know what you're thinking, "OK Kass, but earlier you said teaching doesn't build influence." I'm not telling you to fall into the "teaching trap" and make ALL your posts tutorials and tips. This only works if it's done in balance with the rest of the formula.

The difference is in the strategy. You shouldn't teach just to teach. Instead, teach to get your audience started on a path they can pay to keep following if they want.

This article is an example of results in advance.

My hope is that you'll use the formula and see how powerful it is.

You'll notice more comments on your posts, more people taking interest in your content, more followers converting to customers. You'll think, "Wow. If she's giving this away for free, imagine what I'll get when I pay money!"

P Stands for "Proof"

Imagine this scenario: You're out eating with a friend and a guy walks up to you and talks to you. He makes small talk and eventually asks you out (for the sake of the story, please pretend you're either a gay man or a straight woman.). 

You've never seen him before. Do you agree to go? 

I'm guessing you either answered, "no" or, "maybe."

New scenario: Imagine you're eating with your friend. She points at a guy and says, "OMG! I know who that guy is. I saw him on the news the other day talking about his charity work. And my friend used to date him. She was so sad when he broke up with her. Apparently, he was the BEST boyfriend." 

Right after, the guy notices you and walks up to you to ask you out. Do you agree to go? Probably. 

The difference between the two scenarios is the power of proof.

Sure, he may seem like a nice guy (just like your product may seem like a great thing to your potential clients), but until you saw some proof - you weren't completely sold. 

The power of proof is just as important when it comes to content and sales. You can talk about how great your products are all day long - but until you prove that other people feel the same, potential customers won't be convinced.