YOUR T N E T CON

K C O R

L L A SH

r u o y s e o d nt

e t n o c a e k i r t s

? D R O H C

HOW TO STRIKE A CHORD WITH CONTENT

WE’VE PICKED A HANDFUL OF OUR HITS TO SHOW YOU

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CONTENTS

A REAL LIFE LESSON... 5 A MIGHTY METAPHOR... 7 NEGATIVE POINT OF VIEW... 9 CHALLENGE CONVENTION... 11 HUMAN NATURE... 13 DROP A BIG BOMB... 15 DELIVER SERIOUS VALUE... 17 SIMPLIFY STUFF... 19 EXPLAIN WHAT WORKS... 21

SERIOUS FUN... 23 UNLOCK A SECRET... 25 SMART STRATEGIES... 27 EXPRESS APPRECIATION... 29 HOLIDAY WISHES... 31 HAND OVER THE MICROPHONE... 33 PLAY A GAME... 35 LEAD THE WAY... 37 CONTACT... 39

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4

lesson one

N O S LES
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E F I L L A A RE

TEACH SOMETHING SOMEONE TAUGHT YOU

A REAL LIFE LESSON
Tell a good story.
Take the reader on a journey with you. Use basic storytelling elements: a place, a time, characters, conflict and resolution. The main character overcomes an obstacle. A lesson is learned.
Guest blog post Read “The Most Valuable ‘How to’ Lesson of My Copywriting Career” on Business2Community.

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lesson two
INTRODUCE AN IDEA TOO STRANGE TO BE IGNORED

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R O H P A T ME

Y T H G I AM

A MIGHTY METAPHOR
Kill it with curiosity.
Metaphors are fascinating. Especially when they’re a bit unusual. Metaphors make it easy to understand a concept. Set it up and drive it home. Have fun with it and your readers will too.

Guest blog post Read “Your Website is a Mousetrap and Your Content is the Cheese” on Social Media Today.

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lesson three

YOU’RE DOING IT

POINT OF VIEW
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WRONG

NEGATIVE

NEGATIVE POINT OF VIEW

Have no fear.
You might have been told it’s best to stay positive. Wrong. It’s positively boring, actually. Break free from the predictable “how to” now and then. Be a contrarian. Amplify a painful problem. Use the magnetic pull of the no-no and the power of the unknown.
Guest blog post Read “11 Reasons Why Prospects Don’t Convert into Customers” on Convince and Convert.

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lesson four

CONVENTION
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CHALLENGE

YOU’RE ENTITLED TO YOUR OPINION

CHALLENGE CONVENTION
Speak your mind.
Your unpopular opinion might make your content popular. When I told thought leaders what I thought of their ridiculous selfappointed title, I ruffled some feathers. But I don’t apologize for having an opinion. I strongly suggest you have a strong point of view and put it out there.
Guest blog post Read “Don’t Tell Me You’re a Thought Leader: Just Be One” on Social Media Today.

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lesson five

E R U NAT
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HUMAN

WE ARE WHAT

WE ARE

HUMAN NATURE
Basic needs.
Take a cue from the covers of Cosmopolitan and the other popular magazines that fly off displays at the checkout counter. Headlines that speak to our basic desires such as sex, love, comfort, and happiness will generate supreme curiosity. Of course, it doesn’t hurt to get a little frisky now and then either.
Guest blog post Read “If You Don’t Treat Social Media Like Sex, You’re Doing It Wrong” on Social Media Explorer.

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lesson six

ISSUE

FORCE THE

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BOMB

DROP A BIG

DROP A BIG BOMB
You can’t top this.
In this, my most read article to date, I held nothing back. When you use superlatives like “the most” or “the ultimate,” be careful not to write checks you can’t cash. But if you can make a big promise and deliver, do it.
Guest blog post Read “The Most Effective SEO Strategy of All Time” on Social Media Today.

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lesson seven

S U O I R E S R E DELIV

E U L VA

TO GET THE JOB DONE

HERE’S HOW

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DELIVER SERIOUS VALUE
Show and tell.
Social Media Examiner has established a large and loyal audience by delivering a steady stream of detailed “how to” tutorials. Choose a topic you know inside and out and teach a lesson your audience will value. This is your ticket to building authority and establishing trust.
Guest blog post Read “How to Generate Leads with SlideShare” on Social Media Examiner.

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lesson eight

BACK TO BASICS

IT’S ALWAYS SMART TO GET

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STUFF

SIMPLIFY

SIMPLIFY STUFF
Be the lens.
New information, ideas and challenges are coming at your prospects and customers relentlessly. They crave clarity. Find an area of confusion. Zoom in on the issues, help readers understand them and focus on what matters most.
Guest blog post Read “Making Your Online Marketing Work: Sharpen Your Focus on This One Thing” on Copyblogger.

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lesson nine

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WORKS

EXPLAIN WHAT

SUCCESS STORY

TELL A

EXPLAIN WHAT WORKS
Success is seductive.
Tales of triumph are compelling. You can focus on your customer’s accomplishment, your own (as I did here) or anyone you know readers can relate to. Give it a story treatment. Color it with details about the challenge and dig into exactly what works.
Guest blog post Read “Inbound Marketing Works: A Copywriter’s Success Story” on Social Media Today.

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lesson ten

23

FUN

RIDICULOUS

THIS ONE’S A LAUGHER

RIDICULOUS FUN
Get theatrical.
Why not take chances with some unconventional storytelling styles? This one’s a comedy sketch. It’s a parody actually. I had a blast writing it and the readers got a kick out of it too. Keep your eyes open for some day-to-day drama, give it a twist and surprise your audience now and then.
Blog post Read “Is Social Media as Worthless as the Telephone” on The Point, the Feldman Creative blog.

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lesson eleven

YOU NEED TO KNOW

THERE’S SOMETHING

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SECRET

UNLOCK A

SLIDE PRESENTATION

Tricks of the trade.
You should share your secrets, your shortcuts, and the tricks you know will benefit potential customers. This presentation delivers a lesson on repurposing content to extract more value out of it. The reaction was overwhelming. Try it.
See “The eBook is the Stud in Your Content Marketing Stable” on SlideShare.

lesson twelve

S E I G E T A R T S
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YOU GOT ‘EM

SHARE ‘EM IF

SMART

SMART STRATEGIES

Be a teacher.
Conducting webinars is a wonderful way to present a detailed lesson. Resist the temptation to pitch products. Teach, don’t preach. You’ll come across as an authority.

Webinar Watch “Magnetic Content: Strategies to Transform Your Website Into a Customer Attraction Force Field”on YouTube.

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lesson thirteeen

APPRECIATION
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EXPRESS

THANK YOU

SAY

EXPRESS APPRECIATION

Give thanks.
A mentor of mine wrote about how meaningful it is to recognize others. He’s one of the many people who influenced my approach to marketing and is thanked in this infographic. Not surprisingly, the people and organizations recognized here appreciated my gesture—and shared the content.
Infographic Check out “Feeling the Vibe of the Tribe” a “ThankYouGraphic on Social Media Today

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lesson fourteen

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WISHES

HALLMARK?

WHO NEEDS

HOLIDAY

HOLIDAY WISHES

From the heart.
Holidays present special occasions for doing something thematic. Strong marketers seldom miss the opportunity to take advantage of timely and topical content. In this infographic, I cited a great report I came upon and gave it a Valentine’s Day treatment. Do you love it?
Infographic Check out “Engagement: The DNA of Relationships” an infographic on SlideShare.

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lesson fifteen

A CHANCE TO TALK

GIVE SOMEONE ELSE

E N O H P O R C I M

E H T R E V O HAND

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HAND OVER THE MICROPHONE

Now hear this.
With the mass adoption of smart phones, podcasts have only grown in popularity. You’ll strike a chord with those that like to listen by producing podcasts. Hosting a show not only extends your reach, it gives you a great opportunity to invite influential guests to join the program.
Podcasts Listen to “Content Marketing Minds” and “The Point - In Your Ear” by searching iTunes for “Barry Feldman.”

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lesson sixteen

GET THE AUDIENCE

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A GAME

INVOLVED

PLAY

PLAY A GAME

Gamification?
You might have come across this funny word. People love to play games and learn by doing so. Make what might have been a mundane experience fun and unforgettable. “WTF” was a game show created to kick off a marketing conference.
Event keynote Play the game, “WTF: Words, Things, Faces” (New media’s favorite game show” on SlideShare.

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lesson seventeen

THE WAY
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LEAD

GUIDANCE

GIVE SOME

LEAD THE WAY

Lay out a plan.
The name of the game is publishing. Consider how you can collect your best advice and create a helpful guide. “The Plan” is an example, as is this eBook. I hope you learned a lot.
eBook Read “The Plan to Grow Your Business with Effective Online Marketing” available on the Feldman Creative website.

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STRIKE
A

Visit www.feldmancreative.com Call 916.984.9988

CHORD

Photo by Martin Fisch/Flickr

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Written and designed by Barry Feldman of

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