The Secret To Writing Interesting Content

Everyone has a story to tell, but not everyone wants to listen. That’s because everyone is listening to WIIFM (what’s in it for me?) The internal radio station that our brain is innately fine tuned into. “If it doesn’t mean anything to me, I’m not interested!” 

This is a fairly simple and well understood psychological feature of the general public… Yet we see small businesses raving about themselves all the time! Whether it’s through social media, google ads, on their website or any other media where you can share a message, they'll be there boasting! 

We really can’t blame them though since as a small business it’s your job to make as many waves in the ocean of competition as possible.

The point is that as a small business owner you need your story to go as far as possible with the least amount of effort. A great way to do that is to switch the frame and make it centered around the reader (your customer). By doing this, you’re using the same story but spinning it in a way that’s enticing for your reader. This not only captures far more attention but builds up trust between you and your customer. They may even share it for you!

So how is it done...?

The best way to do this is to make your customer the hero of the story. Everyone by default considers themselves the heroes of their own internal story. This is because they only have one frame of reference. The trick is, you need to understand this, accept it and use it to your advantage. That means you can’t consider yourself as the hero who’s there to save the day for your customers. Instead, you’re the sidekick whose mission is to help the hero (your customer) with their quest.

That’s it! That’s the secret.

Be sure to get in touch if you need any help with your marketing preparations and / or execution!