Don't be boring

The biggest lie you've been told is to "create" content.?

And the 2nd biggest lie is "just give value".?

When you force yourself to "create" content you create too much pressure on yourself (your perfectionism kicks in).?

You're not an entertainer.?

Content Creators make something from nothing.?

Like Mr. Beast and his legion of Mr.?Beast wannabes.?

Forget about creativity.

Content is more about utility and not just creativity.

You need to help people with your content first.

Be a craftsman first, artist next.

--> Attract with what they want

--> Then engage them with what they need

Remember:

No one is content 'creator'.

Everyone is a content curator.

Synthesis is as valuable as originality.

Connect the dots like no one else.

Share your experiences.?

Take this for example. I knew this was going to bomb. I did it to make a point. This is how MOST content is written/filmed:

Easily my lowest performing post in a while.?

Why? It follows the "just give value" trope literally.?

But it doesn't synthesize, aggregate, connect the dots to anything.?

It's just simply a helpful post.?

Compare it with this:

You can clearly see a 200+ percent increase from "boring" to Cicero (a topic that is boring to many).?

I didn't "create" content.?

I simply documented my background with my love of Roman history, to a speech a Roman senator gave, and then the formula he used and how I used it to write a newsletter.?

But let me break it down a bit for you.?

So you can repeat it for yourself.?

--> Take a older piece of content that you used before. It had value in it, but it just didn't pick up traction online.?

Put it on a Google Doc. We're going to do some writing.?

Step one:?Find a unique angle

What books have you been reading??What life experience can you draw from? What memory do you have? What music can you remember that relates to this piece of content.?

For me?by incorporating Cicero and his Catilinarian Orations as a framework for modern marketing is a unique angle.?

It provides that "mmmh... that's interesting factor".?

Step two: Find your tone

This is what we would call finding your voice. You do need a voice. You don't need to make up one. It's already there. You need to get out of your own way. How do you talk when you are your most confident self? When you are in a comfortable space? For me.. I tend to be humorous.?

With phrases like "old fart (Cicero)", "weak AF", and "Pull an Eminem", makes the post fun to read. It breaks the monotony of typical educational content.

Step three: Find the contrast

This is similar to the angle idea, but humans learn best when you compare or contrast something.?

I could have just given you the formula. Here... do XYZ. But it wouldn't get the attention it needed.?

For example, I just read a newsletter of someone contrasting T Pain (a rapper with weird AF lyrics) to finding your natural?voice so you can raise money for your company. That was a masterclass in contrast.?

By using the concept of 'contrast' from Cicero's work and applying it to marketing, I created a memorable analogy that's easy to grasp and relate to.

Step four: Create the takeaway.?

Creating takeaways is how you create bit of dopamine. People think being entertaining is how you create dopamine. That's partially true.?

When you experience something rewarding or significant, the increased dopamine activity helps encode this memory more strongly.

It's the experience of "getting something of value".?

The keyword here is "EXPERIENCE". The experience of getting the value is far more important than just spitting out facts.?

When you give them the experience attached to a value (i.e. the takeaway) you strengthen the memory of YOU!?

(That's basically content marketing in a nutshell)

The formula I gave using a unique angle, unique tone, and contrast created enough dopamine to allow the takeaway to have an impact.?

What was the takeaway? I gave you the formula that Cicero used.?

Had I just given you the formula on its own? Boring. No dopa. No reach.?

Story wrapped it with my love of Roman things and a backstory to Cicero? Not boring. Unique and memorable.?

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Take that old piece of content that you plopped on the Google Doc and follow the above formula.?

See what you can connect the dots to.?

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Post it when done.?

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Take notes of what worked/didn't work.?

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Try again with a different post.?

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Simple, but not easy.?

Need help?