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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 December 16, 2018

12 Simple Ways You Can Build A Positive Attitude

12 Simple Ways You Can Build A Positive Attitude

We all look for a better and happier life, but somehow we realize it’s our attitude that makes it hard to lead the life we want. How can we build a positive attitude? Grant Mathews has listed out the things (from the easiest to the hardest) we can do to cultivate this attitude on Quora:

1. Listen to good music.

Music definitely improves your mood, and it’s a really simple thing to do.

2. Don’t watch television passively.

Studies have shown that people who watch TV less are happier, which leads me to my next point…

3. Don’t do anything passively.

Whenever I do something, I like to ask myself if, at the end of the day, I would be content saying that I had spent time doing it. (This is why I block sites I find myself wasting too much time on. I enjoy them, but they’re just not worth it when I could be learning something new, or working on projects I care about.)

Time is incredibly valuable.

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4. Be aware of negativity

A community that considers itself intelligent tends to be negativity because criticizing is seen as a signaling mechanism to indicate that you’re more intelligent than the person you corrected. This was irrationally frustrating for me – it’s one of those things you’ll stay up all night to think about.

5. Make time to be alone.

I initially said “take time just to be alone.” I changed it because if you don’t ensure you can take a break, you’ll surely be interrupted.

Being with other people is something you can do to make you happy, but I don’t include it in this list because nearly everyone finds time to talk with friends. On the other hand, spending time just with yourself is almost considered a taboo.

Take some time to figure out who you are.

6. Exercise.

This is the best way to improve your immediate happiness.

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Exercise probably makes you happy. Try and go on a run. You’ll hate yourself while doing it, but the gratification that you get towards the end vastly outweighs the frustration of the first few attempts. I can’t say enough good things about exercise.

Exercising is also fantastic because it gives you time alone.

7. Have projects.

Having a goal, and moving towards it, is a key to happiness.

You have to realize though that achieving the goal is not necessarily what makes you happy – it’s the process. When I write music, I write it because writing is inherently enjoyable, not because I want to get popular (as if!).

8. Take time to do the things you enjoy.

That’s very general, so let me give you a good example.

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One of the things that has really changed my life was finding small communities centered around activities I enjoy. For instance, I like writing music, so I’m part of a community that meets up to write a song for an hour every week. I love the community. I’ve also written a song every week, 37 weeks in a row, which has gradually moved me towards larger goals and makes me feel very satisfied.

9. Change your definition of happiness.

Another reason I think I’m more happy than other people is because my definition of happiness is a lot more relaxed than most people’s. I don’t seek for some sort of constant euphoria; I don’t think it’s possible to live like that. My happiness is closer to stability.

10. Ignore things that don’t make you happy.

I get varying reactions to this one.

The argument goes “if something is making you unhappy, then you should find out why and improve it, not ignore it.” If you can do that, great. But on the other hand, there’s no reason to mope about a bad score on a test.

There’s another counterargument: perhaps you’re moping because your brain is trying to work out how to improve. In fact, this is the key purpose of depression: Depression’s Upside – NYTimes.com

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I can think of examples that go both ways. I remember, for instance, when I was debating a year or two ago and my partner and I would lose a round, I would mull over what we had done wrong for a long time. In that way, I got immensely better at debate (and public speaking in general – did you know debate has amazing effects on your public speaking ability? But now I really digress).

On the other hand, there’s no way that mulling over how dumb you were for missing that +x term on the left hand side will make you better at math. So stop worrying about it, and go practice math instead.

11. Find a way to measure your progress, and then measure it.

Video games are addictive for a reason: filling up an experience bar and making it to the next level is immensely satisfying. I think that it would be really cool if we could apply this concept to the real world.

I put this near the bottom of the list because, unfortunately, this hasn’t been done too often in the real world – startup idea, anyone? So you would have to do it yourself, which is difficult when you don’t even know how much you’ve progressed.

For a while, I kept a log of the runs I had taken, and my average speed. It was really cool to see my improvement over the weeks. (Also, I was exercising. Combining the two was fantastic for boosting happiness.)

12. Realize that happiness is an evolutionary reward, not an objective truth.

It’s easy to see that this is correct, but this is at the bottom of the list for a reason.

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