16. Why won't people click my content?
Ask yourself some questions about your content, and you’ll know why.
Is my content emotional?
“Does my own content move me, honestly? If I showed it to a stranger on the street would they chuckle? Smile? Tear up? Gasp?” Because our job as rebel-preneurs is to move people to action, and that requires an emotional shift from their auto-pilot lives.
Is my content recognizable as mine?
“Does it stand out in a sea of content? Is it branded? Recognizable by feel and vibe and design alone?” ‘Cause if not, it’s very hard to build a ‘rapport’ with your content. People want to feel like it’s you when they see a piece of your content, but they can’t if your branding is unclear and they don’t know what ‘you’ is.
If you ask these questions to yourself, and allow your natural answers to bubble up, it may give you a boost in your content-creation.
And this ‘Breathability’ case-study that I did for Evan Carmichael will take you even further.
YOUR CONTENT NEEDS WORK.
Is my content persuasive?
“Does my content push the levers that persuade people? Do I consider myself an excellent persuader?” Because many people create content that seems to be fire, but in reality it is not persuasive. And even so, what is it persuading them to do? Like? Share? Buy?
Does it match my audience's mind?
“If people are focused on Covid / Trump, am I riding their current focus, or does my content go a different direction? If they’re talking tinder / zoom, does my content fight that, or leverage it?” Resonance is essential and often overlooked, even by the best content makers.