Chapter 24

Belief Shifting Story Topics

New Belief #1: They Believe You Are Relevant

Pain/Symptom – You highlight your audience’s symptom or pain, show you understand the impact it is having on their life and link it to how you can help them (here’s an example of this) Nothing endears you to your customer more like than reading a page from him his own diary, showing that you know what it feels like to be him.

New Belief #2: They Believe You’re An Expert

Problem Switch – You show them that the problem they are aware of is really just a symptom of a far more profound challenge. They then realise the extent of the challenge that lies in front of them and credit you with the insight and expertise that was required to diagnose the true reason they are struggling.

New Belief #3: They Believe They Like You

Personal Story – Something you have gone through that creates transparency between you and your audience (here’s an example of this)

Values/Beliefs – A belief you hold that shows your audience what and why you believe in something, and provides context about what you do (here’s an example of this).

Lifestyle – A post that shows your audience how you live, and how you practice what you preach. This could be an image or a video or just a plain vanilla story about a day in the life…  

List – People love lists. Here’s one and here’s another. One’s personal and the other is to help out my ideal client.

Question/Poll – this is where you ask your audience something, in a bid to create engagement and start conversations with them (here’s an example of this).


New Belief #4: They Believe You Are An Authority

Authority / Value – this is where you offer high value that places you in a position of authority, so you can share your expertise and skill-set (Here’s an example of this)

Process – similar to training, this highlights an actual process your audience can use to move from problem to solution (here’s an example of this).

Results / Training – where you break down how a process works, and provide practical training or help (here’s an example of this).

Solution –  similar to an invite / ask, bit this time you focus more on the solution you offer and highlight how they can apply it and/or take action (here’s an example of this).

PR – where you promote a piece of content that’s appeared on an authority site, or possibly an interview you’ve done on TV / Radio / Podcast/LIVE.

New Belief #5: They Believe they can realise The Vision

Vision – or what I sometimes call the ‘imagine’ post. Describe in visceral detail the better life that they, your ideal client could lead and the stakes and consequences of NOT taking action now.

Possibility – Define the vision that your ideal client might have about their business in as much detail as you can. This is what is possible for them too. Be specific. Make it tangible/measurable.

Case Study – you highlight how you helped one of your clients, having them record a video talking about the impact you had on them (Here’s an example of this).

The Buying Belief #6: They Believe They Are Ready To Buy

Invite them to join you on the journey

Sharing all these belief shifting posts with your audience consistently, will give them a cocktail of posts which will ensure that, when they are ready, your ideal customers will buy from you without hesitation.

In the meantime, you will be “top of mind”… 

And here’s the best part… 

A lot of this content may already exist in some form so you can repurpose it using the story frameworks in this book. 

Chances are you already have the PR and the testimonials, and you’ve already written Facebook Posts or Blog Posts or Recorded Videos that touch on one or more of these story types.

Different Formats And Types of Content You Could Create

Before we continue talking about content, I just want to talk briefly about the different formats that you could deliver your content with and the intention of each one so you know how to use them and how they fit in your overall omnipresence strategy.

Videos
First up is video. It could be short (<1 minute), which you could use on Facebook or Instagram to share snippets of content for brand awareness.

It could be long (more than 5 minutes) to go in-depth on a topic and get people from a specific platform to go to your website at a lower cost. You could also use this content on YouTube for brand awareness.

It could be in between (around 5 minutes), which can be used on Facebook or on YouTube.

Each of these videos can be one of the following types depending on what you need and what you’re going to share in it:

  • Information Videos: Teaching style, used to impart information.
  • Screenshare Videos: More of a process-based type of video style.
  • Talking Head Videos: Easy to develop, medium-level of attention.
  • Inspirational Focused Video: Lots of moving video, ensures that someone will watch more.
  • Selfie Video: Allows for a high-level of intimacy, which actually increases the amount of attention as it doesn’t come across as overly formal.
  • Professional Videos: Most people won’t watch the whole video, however, you will be positioned as an expert.

Make sure you use the best combination of content type and video type .

Writing:
You don’t need to just create videos. You could write content to use in your omnipresence strategy. Here are the types of written content:

  • Micropost: Less than 200 words, getting a single major point across.
  • Long-Form: This has a story, more of an actual experience, typically 500-2000 words.
  • How-to Blog Article: Someone will click onto your website for this. Ideally very process/method oriented.
  • Checklist/Listicle: sort of like BuzzFeed. It will typically get the most attention.

Other formats:
Here are other formats that you could use:

  • Gif/Meme: high attention, low recall.
  • Self-Photo: use it once someone knows you.
  • Photos of Inspiring things: use when someone doesn’t know you well.
  • Shocking Images: medium level of know-how.
  • Infographics: typically not recommended on most platforms and often don’t do well on their own. But you could use one in a blog post to get links.
  • Audio/Podcast: super high cost to get people to listen and not effective to start with.
  • Instagram Stories: extremely effective for getting a message across and good for conversion.

11 Guidelines For Story Content to Use

I know that we’ve covered a lot of ground in this chapter so I want to leave you with some actionable takeaways to have in your mind when selecting/creating content.

Use these as guidelines to help you select and craft optimal story driven content.

  1. The easier the content is to understand, the better it will perform.
  2. Videos should be less than 7 minutes, regardless of the platform, unless you’re creating long content on YouTube or in-depth content on your website. If it’s Instagram, less than 1 minute.
  3. If the content does well on engagement, that’s good, even if it doesn’t portray the right positioning or messaging. Remember,attention is attention!
  4. Your content doesn’t always have to be perfect; most of it will be skimmed anyway.
  5. Lists of “Top 10” are some of the highest performing content.
  6. Content that isn’t “full form” typically does best.
  7. Taking people off of a platform will result in higher costs per click and lower engagement.
  8. Calls to action need to be limited. If it feels like an ad, don’t use it.
  9. Variety is the spice of life.

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