A truly compelling piece of connective tissue
All good content marketing is controversial.
A work must have a “point” and that point must be justified.
Don’t just make a series of blanket claims.must be shown to the audience why your right.
but its content is feel Like arguments turn people off.
they feel sold tolike the only reason you’re creating obtain Anything from them.
So great creators learn to hide their claims with compelling content.
They use stories to move people.
They use humor to entertain them.
The result is content that doesn’t just get thumbs up and likes, it actually produces the intended output.
It can change the product. It may be to build authority.
What is important is not the purpose of the discussion, but the impregnable structure of the discussion.
This article will show you how to create it.
The reason so much content fails to make a compelling argument is simple.
Most content writers learn by imitation.
They see good writers using stories and humor and assume that is the essence of good content.
But even if they do Even if they succeed in reproducing those superficial qualities, they overlook the underlying structure of the content.
The best creators learn to hide their claims within compelling content.
Rather than trying to imitate style Most creators of successful content foundation structure.
Your content could be great.
But if we don’t have the right arguments, we can’t achieve our goals.
But even the most average content imaginable has a good chance of producing results if properly structured. Because it actually points the viewer in the right direction.
The problem is that there is much more demand for advice about snap hooks than boring construction.
This means that the deeper structure of persuasive content is rarely explained.
And the average content writer has to discover them for themselves. Year All-around content production to exclude achieve its purpose.
That’s why we’ve put together this simple system to give your content a solid foundation for discussion.
It consists of seven simple words to direct your discussion:
No problem, instead, but therefore by and To.
But before I explain how it works, you’re probably wondering:
Is this really different from other marketing models you hear, such as AIDA and “problem-solving” formats?
“problem solving” is not Really discussion structure.
Ann quarrel The reasoning is that get us From problem to solution.
Similarly, AIDA (Attention, Interest, Desire, Action) is a behavioral outcome framework. achieve those results.
Storybrand’s framework is based on the hero’s journey, not reasoning, but storytelling.
Everything is fine, but I’m not getting the right results quarrel.
Arguments are not about feelings. It’s about logic.
Why Most Frameworks Are Not Good Enough quarrel It comes down to the marketer’s obsession with emotion.
We believe that emotions are important behavioral drivers.
As such, most models are tailored to the emotions of the audience. purely emotional presence.
Why Most Frameworks Are Not Good Enough quarrel It comes down to the marketer’s obsession with emotion.
But let’s be clear: Humans are not exclusively unreasonable.
Yes, I want to impress you.
And we certainly make some weird decisions.
But ordinary people cannot be persuaded by emotion alone.
They need at least a solid basis for argument.
To do this, it is not enough to simply point out the problem and present the solution in a compelling way.
appropriate quarrel It does some important things:
- Consider other possible solutions (To construct reliability)
- It can cause serious problems with your conclusion (anticipate concerns)
- Move logically from a starting point to a compelling conclusion (point the audience in the right direction)
Of course, many models do one (or two) of these.
I’ve seen solid messaging frameworks that have a logical structure or anticipate buyer concerns.
But doing all this simultaneously (and concisely) requires a solid framework for discussion. This is exactly what his 7-argument architecture offers.
The framework in its basic form is:
Problem | as it is
can’t | The obvious (or general) solution doesn’t work
instead | this is a better alternative
but | it’s not that easy to do
Therefore | you you need to do this
Posted by | Using this approach/product/solution
To | look These advantages
Of course you don’t have to use These exact words.
They act as anchor points.
When you’re working on content, try writing in the margin — and see if the article (or script, or paragraph) fits the flow.
If so, it’s very likely that your work has a compelling polemical impulse, even if it doesn’t. read like argument.
Models also help clarify and substantiate assumptions.
Insight into this structure immediately reveals its weaknesses.
It helps you find leaps of logic and places where you need to further back up your claims.
And it helps you claim it as effectively as possible.
But it’s all very abstract.
The model looks too abstract. restrictive.
Luckily, you don’t have to go far to find concrete examples of real models.
Because I used it to write the beginning of this article:
Now, is this the best content in the world?
you will be the judge
(No, it’s not)
but, To do make a valid claim.
It takes my basic argument that good content marketing requires a hidden argument structure and rationally backs it up.
There is a logical flow, there are alternative approaches (make a blanket statement) and potential roadblocks (the content shouldn’t). felt like an argument) will be dealt with.
While this premise is clearly over-generalized, it effectively lays out the claim so that at least a kind of believe it’s true.
Most importantly, the framework leaves plenty of room for creativity and emotion.
I can Expanded any of these subsections with anecdotes, jokes, or statistics. whatever suits my purpose best.
And that’s the real advantage:
A clear argument structure doesn’t make your content dry or lifeless. You can be as creative as you like. around it their basic parameters.
Convert your content into modules that can grow or shrink at will. This makes it easier to write and more fun to work with.
And it does it without losing sight of everything point.
Of course, there is an eighth word that is necessary for a truly persuasive argument.
why.
The most influential content writers have these words in mind. all the time.
Every idea is scrutinized and every claim challenged.
Also, every phase of the argument architecture I described must be followed by a “why?”, even if it’s not explicit.
because why It is the cement that holds discussions together.
And the “why” is what compelling content ultimately has to offer the audience.