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How To Write Content That Matters

How To Write Content That Matters

Writing can be tricky and combined with the challenge of having to come up with epic ideas that will engage the masses and wow an audience. Even the toughest of writers can be sent into a panic resulting in – as Homer Simpson so eloquently put it – hiding under some coats and hoping everything will work out.

It’s funny the effort that copywriters will put into honing their craft. Getting better at sculpting a lovely prose and studying what style will best engage an audience when most don’t focus much on the ideas themselves. Who cares if you’ve got a great list, perfectly presented, if the information itself is lame?

So let’s discover some awesome ways to combine ideas and content to create something that your grandchildren will speak of and which will be celebrated globally on the anniversary of its creation! Or, at least something your readers will like.

1. Begin with the problem in mind

Imagine you’re a banker looking for a new suit. You wander into a shop with a mannequin in the store window wearing a suit you like. Once you get inside, a young boy in jeans and a t-shirt greets you.

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“Hey dude, looking for a new skateboard?”

“No, I want a suit like the one in the window.”

“How about a new bike?”

“Suit.”

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“We only have that one suit, you can have it if you want.”

“Why do you have that mannequin if you don’t sell suits?”

“We didn’t want to stop anyone from coming in.”

Every copywriter has been told to keep things “friendly,” or “impartial,” because “We don’t want to offend anyone.” Thing is, the guy looking for a suit would rather keep his attention away from a skate shop than be drawn in by impartiality. If you sell skateboards, you’re never going to sell one to the suit guy – so focus on your core customer. I mean really focus, walk in their shoes and think as they think. You’re trying to get to a point where you understand what they love and hate; either of those two things will do because inherent in both of them is a powerful problem – giving them more of what they love, or less of what they hate.

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2. Turn that problem into a concept

Just telling someone you know why they’re angry isn’t going to make them feel good, so it’s important to take the problem and turn it into a concept, not a solution, a concept. To do this, take their issue and explain to them what will happen if they solve it, and the implications if they choose not to.

“Old suits can make you look haggard, like a scarecrow. You’re probably sick of people throwing things at you and screaming hateful phrases – people hate scarecrows. However, there’s nothing like a new suit to get that promotion, meet the girl of your dreams and take over the world.”

3. From this concept comes the central idea

Draw a circle on a piece of paper, then another circle around that, then another. In the outer circle write the problem, in the second circle the concept, and then look at the center circle.

What you’ll find are several awesome ideas for solving the problem. It won’t come to you straight away so get outside with a notebook and preferably a skateboard, and let the ideas flow. Write everything down – even the stupid stuff – and watch as it takes on a life of its own, morphing into revolutionary ideas that will change minds and transform the world.

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Because that’s why we’re here, right? Writers do this through creating content that matters.

Featured photo credit: War, by Igor Miske via unsplash.com

More by this author

Rhys Knight

Head of Content at www.knight.global

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Last Updated on August 20, 2018

60 Things To Be Thankful For In Life

60 Things To Be Thankful For In Life

Sometimes it’s easier to focus on what we don’t have, rather than what we do have. It’s important to take time out and remember all of the things to be thankful for that many of us take for granted.

    Here you’ll find 60 very solid things to be thankful for in your everyday life. These are great reminders for you to treasure everything you have.

    1. Good Health

    Even if you’re health isn’t great, it could be worse and you likely still have some working parts to be thankful for.

    2. Money in the Bank

    Having just a few coins makes you richer than most people on Earth.

    3. Good Friends

    Often, it’s the quality of friendships, not the quantity.

    4. Freedom of Religion

    Being able to worship whomever and however you want is something many people don’t ever experience.

    5. Your Parents

    Even if they’re dysfunctional, they gave you life.

    6. Weekends

    There’s something magical about weekends.

    7.Having a Partner

    Being in a romantic relationship can teach you so much about the world and yourself.

    8. Pets

    Pets offer one of the best examples of unconditional love.

    9. Learning from Mistakes

    If we never made mistakes, we wouldn’t learn much so it is one of those things we should be thankful for.

    10. Opportunity to Get an Education

    The opportunity to attend school is something many people don’t have.

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    11. Having a Home

    Whether you live in an apartment, a mansion, or a tent, having a place to call home is something to be thankful for.

    12. An Ability to Read

    If you’re reading this right now, you have a lot to be thankful for.

    13. Breathing Fresh Air

    Being able to step outside to breathe in fresh air is a good reminder how many little things we should be thankful for.

    14. A Bed to Sleep

    A bed is one of those things that’s easy to take for granted, until you don’t have one.

    15. Laughter

    Without laughter, the world would be a sad place.

    16. Safety and Security

    Being able to wake up without immense fear frees us up to really live life.

    17. Cars

    Without cars, it would take a lot longer to get our activities done.

    18. Sunshine

    The sun’s warmth can brighten any day.

    19. Time

    Although we often don’t think there’s enough of it, time is something we shouldn’t take for granted.

    20. Clean Water

    Many people on earth lack access to clean water.

    21. Cell Phones

    Cell phones make talking to loved ones easy.

    22. Love

    The world sure would be a different place if we lacked the ability to love.

    23. Books

    Books provide an opportunity to enter another world all from the comfort of your own home.

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    24. Kindness of Strangers

    Never take the kindness of a stranger for granted.

    25. Campfires

    The simplicity of a campfire creates lifelong memories.

    26. Pain

    Without pain, it would be difficulty to appreciate life’s joys.

    27. Art

    The world would be less beautiful if art didn’t exist.

    28. Holidays

    Any reason to celebrate is something we should be thankful for.

    29. Freedom of Speech

    Being able to express your thoughts and feelings freely should never be taken for granted.

    30. Rainbows

    The beauty of a rainbow is unmatched.

    31. Tears

    Sometimes when there are no words to say, tears express how we feel for us.

    32. Waking up Today

    Simply waking up today means you have things to be thankful for.

    33. Indoor Plumbing

    Indoor plumbing not only provides convenience, it spares us from disease.

    34. Wisdom that Comes with Age

    Thankfully, we grow smarter over time.

    35. Mountains

    Mountains provide us with beauty and recreation.

    36. Eyesight

    Being able to see allows us to view the world’s beauty.

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    37. Grocery Stores

    Grocery stores mean we don’t have to spend all of our time getting our own food.

    38. Sunsets

    Sunsets are a reminder that we should enjoy the simple things in life.

    39. Entertainment

    Entertainment gives us a way to relax and enjoy life.

    40. Your Mind

    Being able to think, remember, and solve problems sure makes life easier.

    41. Employment

    Even if you don’t like your job, being employed means someone thought you were special enough to hire.

    42. Diversity

    The world would be a boring place without diversity.

    43. Moon and Stars

    The moon and stars encourage us to dream.

    44. Electricity

    Electricity makes most of our chores efficient.

    45. Air Conditioning

    Staying cool on a hot day is something people wouldn’t have dreamed about in past centuries.

    46. Hearing

    Being able to hear your loved one’s voice is something that not everyone gets to do.

    47. Children

    Watching children laugh, grow, and dream can keep things in perspective.

    48. Ability to Learn

    The ability to learn new things means we have endless potential.

    49. People Willing to Teach

    Whether it’s your grandmother teaching you to knit or your plumber showing you how to prevent future problems, be grateful that others are willing to use their time and talents to teach you something new.

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    50. Oceans

    The sea creatures in the ocean almost seem too mystical to be real.

    51. Modern Medicine

    Without advances in modern medicine, many of us wouldn’t be alive.

    52. Music

    Music brings out new emotions.

    53. Entrepreneurs

    Some of life’s best inventions resulted from an entrepreneur who was willing to take a risk.

    54. Warm Clothing

    On a cold day, there’s nothing more important than warm clothing.

    55. Freedom to Vote

    Being able to have a say in the laws should never be taken for granted.

    56. An Internet Connection

    It’s hard to believe how easy it is to take the internet for granted, seeing how none of us had just a couple of decades ago.

    57. Challenges

    Without challenges in life, we wouldn’t be the people we are now.

    58. Hiking Trails

    Hiking trails give us the chance to enjoy mother’s nature beauty.

    59. Vaccines

    Many of us wouldn’t be alive without today’s vaccinations.

    60. Armed Forces

    Our lives would likely be very different if we didn’t have protection from the armed forces.

    Realizing all the things you should be thankful for is the first step, practicing gratitude is what you should start doing:

    6 Ways To Implement More Gratitude In Your Life

    Featured photo credit: Unsplash via unsplash.com

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