You too have noticed if you’ve been roaming the web like me for a few years. Every day new content creators get started to get their share of the cake. Every day new videos are posted, blogs are created and podcasts listened to. How to stand out in this mass?
Every day, content creators are trying to make themselves known and grab the attention of their audience.
But now, we ALL need to share our content to make ourselves known.
And there are people now on the market, between the 7 year old kid who shares his Call of Duty videos and proves to you that it is much better than you to install Photoshop for free, the creator who collects the gold and the glory of the platform and make thousands of views, all new, and you.
It’s a bunch of people… Worse, it’s a real war.
Yes, we are at war.
At war to get people’s attention.
And the juggernaut that has won in recent years in this war, no matter your theme, no matter how bad you can give yourself, no matter what platform you use, it remains unbeatable.
Because he understood what works today is Netflix … (Yes, it is not always the one we think of …).
Instead of watching your videos, reading your emails (or even sleeping !!), your client is watching the new season of La Casa de Papel. He has his attention completely taped on his series (we will see in detail how they get there), and maybe you too have already slept sleepless nights.
We are at war friend.
All content creators and modern day artists are affected by this phenomenon and must have the courage to fight their battle and hope to conquer a territory large enough to fuel their ambition and their hope for freedom …
Prepare yourself, sailor, because what we’re going to see today is gold bar.
5 principles that will capture the attention of your prospect and retain them with your content
What drives people crazy, what taps them and keeps them going, all along, is a combination of several principles.
Yes I will never talk to you about technique, because you have no time to waste training every 4 moons on new algorithms, the principles are eternal and the best investment you can make in terms of knowledge for your biz .
Why can you spend so much time at the movies?
To read a book of several hundred pages?
Prefer to watch netflix rather than sleep!
What is the secret recipe that all the best content creators keep in the safe to make as many bestsellers (the last one alone was enough to tape over 65 million people …)?
1- They use distraction
You have a good time on the content, it allows you to keep busy and pass the time.
This is the B.A.B.A of good content. Distracted content is content where you don’t get bored.
Man needs distraction because boredom is a horrible enemy to fight.
See your content as food.
We all need to eat, just as we all need to be distracted. And we are ready to pay dearly for eating well as we are ready to pay dearly for being distracted (Netflix subscription, cinema…).
FYI, in the first quarter of 2019, Netflix achieved revenues of $ 4.52 billion. In 2020, with containment, the platform reached more than 5.8 billion.
People are bored and want to be distracted even if it means paying for it.
In the time of kings, there was indeed the “buffoon of the king”, troubadours, to distract them, to sing, or to be beaten. Anyway, they somehow distract their audience, it was their core business.
Since I don’t think you want to get beaten up, let’s move on to the other points to see the source ingredients for content that will keep your prospect from sleeping.
2- The best known and most overlooked
It’s writing stories. This is by far the best way to get your reader loyal and hang it until the end.
Troubadours counted stories of war from kingdom to kingdom. And to distract their audience, they sang them (Distraction + history).
What you are not told is that a beautiful, entertaining story is not enough (otherwise the Harry Potter saga would not only be the 5th best-selling book in the world).
The most watched, the most viewed, the most sold content of all time, those who are on the podium and really stand out, have a few things in particular.
And if you can understand this concept and apply it in your content, expect to see your content promoted by the platforms so people get hooked, even if you didn’t do it on purpose …
You understand, this is the 3rd principle.
3- Evangelize its content
During my research, I became interested in unbeatable works, those which brought in the most sales, those which caught the most people.
In the Best Sellers Books in History category:
- Number 1 is the Bible (over 4 billion copies);
- In Second position The Koran (more than 3 billion copies);
- And the last of the podium did not even sell ⅓ of the second with 800 million copies …
I assure you, we are not going to talk about religion, but persuasion with our marketing friend.
And we have to ask ourselves a question…
Why are these two top-selling religious books?
Not because they have been on the market for a long time.
Because they meet a need. The need to belong.
On the Maslow pyramid, it is the 3rd need after the basic needs which are: food and shelter.
BEST SELLERS content has followers.
They gather a group around the same beliefs disseminated in their content. Places of worship are sometimes built and named to strengthen the bonds between the members of the group.
This is the real strength of the best-selling content in the world.
They have the power to gather the faithful.
Harry Potter also has followers (but much less than the 2 religious works, which explains its 5th place). We all have someone around us who is really a fan of Harry Potters, who has read all the books and even in several languages.
Harry Potter also has its places of worship, a fan worthy of the name already has or plans to go to London and trample the reconstruction of the diagon alley and buy a wand in the shop of Ollivander.
To sum up so far:
Good content tells a fun, entertaining story that embodies values (by the creator of the content) to unite people (meets Maslow’s 3rd need).
You must then ask yourself these questions:
- What are the main values of your content? Of your story?
- Are they sufficiently visible in your content?
(You will never see Harry abandon his friends, it is not in his values).
Now that we are between us and that all the tourists have fled (1266 words later), there is an essential thing to take into account that nobody has spoken to you about so far, and which answers the logical question who you are certainly asking yourself: how to build your group?
4) To retain your members, you must nurture their pride
This point, it is downright counter-intuitive…
And it is by far one of the most important (even if the last one remains the must to do in your content).
(5 lines a bit boring to understand).
As the study on the subject of the Proceedings of the National Academy of Sciences (PNAS) points out:
“The prehistoric man had to become appreciable in the eyes of the members of his community in order to receive help when needed. “
To adopt the best behaviors valued by the group, we need a means of measurement allowing us to guide us, in our choices and ways of acting.
And this feeling of pride is an internal reward that guides us towards these actions.
It would be a motivational system that would encourage consideration for others.
It’s a source of pride for Harry Potter fans to have read ALL of the books. This makes it possible to recognize the members of the tribe.
The same goes for us marketers.
Who among us has never heard, or even never read the week of 4H.
What a marketer, copywriter worthy of the name has never heard of or read the works of Gary Albert (probably the best copywriter of all time).
5) The principle that taped over 64 million people alone
The most watched series on Netflix has exploited almost ONLY ONE PRINCIPLE and has exploded all records.
Stranger Things (source: NY Times)
(you may have followed him too)
Obviously it contains the other 4 principles, but it squarely supported the mushroom on this 5th principle.
It’s using the plot.
Focus on curiosity (I made a video based on it, the average watch time of which is more than 50% of the video. You can watch it here, it is not listed, it means that only you now can see it.)
To make your reader wonder “WHAT IS HAPPENING NAME OF GOD! ”
The series use this principle very well to make you spend hours in front of your screen and chain the episodes.
This principle is explained by the simple fact that we do not like misunderstandings, and by our natural impulse to want to seek the truth.
If you want your audience to be stuck on your content, I invite you to arouse curiosity as much as possible.
BONUS: A little reminder (not stung from the beetles)
Since this is my first article on CWT Advertising & Co’m, I would like to make an extremely important reminder.
Good content is not necessarily content that you think is good (even if it can radically help your audience).
If we take the cinema. Cinematographic “good content” would be a film gathering the most talented actors, it would have prestigious awards and would be produced by a big name in cinema.
When we watch the last film that received the “GRAND PRIX” from the Cane Festival, in this case: “Atlantic” by Mati Diop
We can see that he only made 100,000 entries in all (100,000 views on YouTube would be huge, but for cinema, that’s peanuts).
And when you compare it to a neat film, without subtlety with a ton of special effects. Well, he’s being massacred… plus 6,683,415 spectators for the last Avengers…
What does this tell us?
“Good content” is content that the audience WANTS TO WATCH.
Remember. And the best way to make good content and use these principles, is knowing your prospect better than his mom.
And there you are going to say thank you for the max advice, but how do I do that?
Don’t panic, I wrote an article on the subject with a little something for you at the end if you want to go further.
See you soon.