Advertising
Advertising

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.

Advertising

“Hey dude, looking for a new skateboard?”

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

“How about a new bike?”

“Suit.”

Advertising

“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.

Advertising

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.

Advertising

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

Hacking Your Beliefs Can Change Your Life Reprogram Your Brain, Change Your Life Want To Be Authentic? Speak To Your Inner Child How To Write Content That Matters 3 Steps to Being Fearless, Epic & Free In 2017

Trending in Communication

1 10 Websites To Learn Something New In 30 Minutes A Day 2 7 Most Difficult Languages In The World to Learn For English Speakers 3 6 Ways to Be a Successful Risk Taker and Take More Chances 4 12 Signs You Are A Lifelong Learner 5 40 Ways to Achieve Peace Of Mind and Inner Calm

Read Next

Advertising
Advertising
Advertising

Last Updated on June 19, 2019

6 Ways to Be a Successful Risk Taker and Take More Chances

6 Ways to Be a Successful Risk Taker and Take More Chances

I’ve stood on the edge of my own personal cliffs many times. Each time I jumped, something different happened. There were risks that started off great, but eventually faded. There were risks that left me falling until I hit the ground. There were risks that started slow, but built into massive successes.

Every risk is different, but every risk is the same. You need to have some fundamentals ready before you jump, but not too many.

It wouldn’t be a risk if you knew everything that was about to happen, would it? Here’re 6 ways to be a successful risk taker.

1. Understand That Failure Is Going to Happen a Lot

It’s part of life. Everything we do has failure attached to it. All successful people have stories of massive failure attached to them. Thinking that your risk is going to be pain free and run as smooth as silk is insane.

Expect some pain and failure. Actually, expect a lot of it. Expect the sleepless nights with crazy thoughts of insecurity that leave you trembling under the covers. It’s going to happen, no matter how positive you are about the risk you are about to take.

When failure hits, the only options are to keep going or quit. If you expect falling into a meadow of flowers and frolicking unicorns, then you’re going to immediately quit once you realize that getting to that meadow requires you to go through a rock filled cave filled with hungry bats.

2. Trust the Muse

Writing a story isn’t a big risk. It’s really just a risk on my time. So when I start writing a story, I’m scared it will be time wasted. Of course, it never really is. Even if the story doesn’t turn out fabulous, I still practiced.

Advertising

When I’ve taken risks in my life, the successful ones always seemed to happen when I followed the muse. Steven Pressfield describes the muse,

“The Muse demands depth. Shallow does not work for her. If we’re seeking her help, we can’t stay in the kiddie end. When we work, we have to go hard and go deep.”

The muse is a goddess who wants our attention and wants us to work on our passion.

If you’re taking a risk in anything, it’s assumed that there is some passion built up behind that risk. That passion, deep inside you, is the muse. Trust it, focus on it, listen to it.

The most successful articles and stories I write are the ones I’ve focused all my attention on. There were no interruptions during their creative development. I didn’t check my phone or go watch my Twitter feed. I was fully engaged in my work.

Trust the muse, focus your attention on your risk, let the ideas and path develop themselves, and leave the distractions at the side of the road.

3. Remember to Be Authentic

Taking a risk and then turning into something you’re not, is only going to lead to disaster. Whether you are risking a new relationship or new opportunity, you must be yourself throughout the entire process.

Advertising

How many times have you acted like you loved something just because the men or woman you just started going out with loved it?

For example, I’m not an office worker. I have an incredibly hard time working in a confined timeline (ie. 9-5). That’s why I write. I can do it whenever the mood strikes, I don’t have somebody breathing down my neck, telling me that I’m five minutes late, or missed a comma somewhere. I don’t have to walk on eggshells wondering if what I’m writing will get me fired or make me lose a promotion. I can just be myself, period.

One girlfriend didn’t understand that. She believed solely in the 9-5 motto, specifically something in human resources because that was a very stable job. I was scared for my future, but I stuck with the relationship because of my own insecurities and acted like I would do it to make her happy.

Here’s a tip: NEVER take away from your happiness to make somebody else satisfied (note I didn’t say happy).

Making somebody else happy will make you happy. Doing something to satisfy somebody is murder on your soul.

4. Don’t Take Any Risks While You’re Not Clearheaded

I’d been considering the risk for a couple weeks. It all sounded good. I was 22 and I could be rich in a couple of years. That’s what they were selling me, anyways.

One night, while at a house party with some friends, I found myself at a computer. A couple of my friends were standing nearby and asked me what I was doing. I told them I was considering starting my own business and it was only going to cost me $1,500.

Advertising

Of course, when a bunch of drunk people are surrounded by more drunk people, things get enthusiastic. It sounded like the best business venture in the world to everybody, including me. So I signed up and gave them my credit card number.

A few painful months and close to $4,000 dollars lost later, I quit the business. I was young and fell into the pyramid scheme trap. It was an expensive drunk decision.

Drinking heavily and making decisions has a proven track record of failure. So when you have something important to decide, don’t let your emotions take over your brain.

5. Fully Understand What You’re Risking

It was the start of my baseball comeback. I got a tryout with a professional scout and killed it. After the tryout, he talked to my girlfriend and myself, making sure we understood I would be gone for up to 6 months at a time. That strain on the relationship could be tough.

We understood. I left to play ball, chose to stay in the city I played in, and a year later we broke up. Not because of baseball, see point 3 above. Taking big risks can have massive impacts on everything in your life from relationships to money. Know what you’re risking before you take the risk.

If you believe the risk will be worth it or you have the support you need from your family, then go ahead and make the leap.

You can get more guidance on how to take calculated risks from this article: How to Take Calculated Risk to Achieve More and Become Successful

Advertising

6. Remember This Is Your One Shot Only

As far as we know officially, this is our one shot at life, so why not take some risks?

The top thing people are saddened by on their deathbeds are these regrets. They wish they did more, asked that girl in the coffee shop out, spoke out when they should have, or did what they were passionate about.

Don’t regret. Learn and experience. Live. Take the risks you believe in. Be yourself and make the world a better place.

Now go ahead, take that risk and be successful at it!

More About Living Your Best Life

Featured photo credit: Unsplash via unsplash.com

Read Next