Hot tip: So much of what makes content not convert to leads or clients (or get any engagement/visibility) comes down to really basic stuff that you learned in composition class or other classes in secondary school or university (or even grammar school, tbh!) where you had to write essays or papers. đŸ˜‰
I remember that I used to giggle with a friend of mine (who’s also a writer) about how very BASIC our English composition classes were in college.
On the very first day of class, they gave us a super-basic outline of what makes good writing – and I still, to this day, remember that one of the points was:
“you need to have a THESIS supported by EVIDENCE.”
Heh. Like we didn’t know that already from our years of school and writing prior to that point.
But sometimes I wonder whether any of us REALLY, deeply know that basic fact about our writing. Like really, really.
Because… the vast majority of things that I correct about my own writing before it sees the light of day – and point out in clients’ writing – relate to this very basic point.
The main point (thesis) of the piece of writing isn’t clear, or isn’t strongly supported by some kind of evidence.
When your attention isn’t captured by a written post in your feed, it’s often because the opening sentences don’t make a clear statement of some kind of opinion or claim about the topic.
(that’s the “thesis”)
When your attention IS captured but not KEPT (i.e. – you lose interest partway through reading), it’s often because the rest of the piece doesn’t adequately or clearly back up or support the initial claim – or the backup/support material isn’t well-organized.
(that’s the “evidence”)
Those of us who use the Strong Methodâ„¢ way of writing content often get the feedback that “wow, I normally don’t read long posts but for some reason I always find myself drawn to yours. Not sure why.”
It’s because “long” posts are easy to read if they have a thesis supported by evidence. đŸ˜‰
There are some additional details to our post-writing framework, but at the end of the day, it all really does boil down to having a clear thesis supported by evidence.
A few of my clients very astutely noted that the framework is very similar to a persuasive essay – and they couldn’t be more right!
And it’s actually not very similar – at all – to the way most MARKETING people teach writing. đŸ˜‰ Interesting, huh?
There’s a guy who’s on my email list and is currently replying to many of these emails, telling me that he’s a copywriter and he can help me get better open and click rates (without asking what mine currently are, btw!) and giving his advice on what I ought to change.
And it’s an interesting case study in exactly what I’m talking about here.
He often gives advice on my subject lines, which – for those who are paying attention – are taken from the “thesis” of the piece of writing.
And I’ve noticed that his advice for the subject lines often boils down to: “Make them less clear.”
For example, one of mine was:
“should you make people contact you to get the details of your offer?”
And he said I should change it to:
“why marketing gurus are lying to you”
…because (in his words) it “provokes more curiosity.”
Aha, and that’s a very concise illustration of how the Strong Methodâ„¢ differs from the “marketing” way of writing.
Our lead sentences, subject lines, and every other form of “thesis” are created similarly to how essay and opinion column titles are created – NOT how marketing gurus would tell you to create them!
They’re meant to actually summarize our argument – not provoke curiosity with something totally unrelated.
The curiosity thing is a marketing tactic, and it can definitely work if you’re trying to sell something lower-value.
But with the Strong Methodâ„¢ we’re trying to attract the attention of high-ticket buyers who are looking for real, long-term answers to their challenges and not just the latest mysterious gimmick.
And they appreciate us just leveling with them and telling it like it is.
The other thing this guy keeps telling me is about the “body” of my emails – and his advice for THAT often boils down to, “Give less evidence for your point of view.”
So fascinating, right?
For most of my emails and posts, I dive right into giving the supporting evidence for my thesis, but he kept wanting to correct that:
“It would be great if you painted a story for your readers, of all the pain and frustration of this problem, before you started giving the solution.”
Again… that’s the MARKETING way of writing, which we don’t do here! đŸ˜‰
I believe what he’s talking about is “pain agitation” which is a term you’ve no doubt heard if you’ve been studying marketing tactics for more than 5 minutes.
So, if you’ve been intrigued by the Strong Methodâ„¢ but feel like you haven’t yet wrapped your mind around this way of writing, you’d actually learn a lot by studying persuasive essays and opinion columns.
And reading advice about how to write those.
And throwing out most of what you’ve been told by marketing people about how to write the content to sell high-ticket transformational offers. đŸ˜‰
If you want to work with me 1:1 to have me point out the absolute most basic and boring stuff about your writing – that will have a HUGE effect on how many leads and clients it attracts đŸ˜‰ – send me a Facebook DM about my 30-day intensive.
If you want to be certified in the Strong Methodâ„¢ and learn all my basic and boring – yet highly effective – ways of helping clients with their content (AND offers! and more!), send me a Facebook DM about my upcoming certification program.
I truly can’t wait to nerd out with all the future Strong Methodâ„¢ practitioners about this stuff! đŸ˜œ It’s gonna be epic.
Oh, and if you JUST want help nailing the wording of your outcome statement (which is kind of like the “thesis” for your entire business), DM me on Facebook about participating in one of my group “Outcome Workshops.” I offer these a couple of times per month, and you can always find out when the next ones will be by checking this page.
Is it helpful for you to think of high-ticket client-attracting content in terms of being a persuasive essay or opinion column – rather than “marketing copy”?
I’d love to know. đŸ™‚