Welcome to part three of the TepFu content gym.
In part one we talked about the six content cons, in part two we talked about the five content amplifier strategies, and today we’re going to talk about the five content muscles that you need to work out in the TepFu content gym. Next week in the final part of our series we’ll be talking about six content genres, and there is a fifth part to the TepFu content gym series, it’s the eight content sources, but you have to be in our free marketing hub group on Facebook to get access to that. So if you want to find out more, look in the comments or get in touch, we’d love to hear from you.
Today we’re going to talk about the five content muscles that you need to work out in the TepFu content gym. The first one is extraction, the second is paralysis, the third is concision, the fourth is projection and the fifth muscle that you have to work out is the sizzle muscle.
So the first one is extraction.
Extracting content and working this muscle to get better at extracting content is easily the most important thing you need to do in your business. There’s no question.
We find time and time again people say to us “ohhh I don’t know how to write content, I don’t know what to write about” and after about 10 minutes, they are literally a fountain of content.
You’re all experts, you’re all good at what you do, you all know loads of stuff about what you do – there’s no question. You just can’t get it out.
So the extraction muscle is really important to work out, and we’ve got a lot of clever ways to work it out. Two of the ways you can work it out, is look around you.
Where are you?
First of all what’s you surroundings?
What are you doing?
Why are you doing it?
Are you in an event?
Why is that relevant?
And the second thing is what objects can you see in your universe?
What’s around you?
What’s physically around you?
And how do they have relevance to what it is you do for people?
So where are you, why is it relevant?
And what are you doing, why is it relevant?
And what’s around you?
So it’s actually three, there you go, always giving added value.
The second content muscle is paralysis.
You’ve got to exercise the muscle of not letting yourself be paralysed by perfection, by fear of impostor syndrome, all of those things.
You’ve got to take control and make sure when you create content it gets out there. Do not let it sit and go nowhere, because you spent time creating it.
Sometimes it needs to be copy checked, great get it copied checked.
If you’re a really unconfident writer, get a copy editor, it’s not a problem, I know a great one if you don’t know any, get in touch.
The next content muscle you need to work out is concision.
This one is really easy. You need to write as short, as punchy, as powerful headlines as possible.
Go to Twitter, if you don’t already have a Twitter account, who doesn’t, and just use the original 140 characters – write headlines, rewrite entire sentences into 140 characters – trust me, that is how you work your concision muscle.
Projection to customer is the fourth muscle you need to work.
This is all about projecting to the customer, not from your perspective, but getting inside their head and being in the customers head. It’s about projecting into their world and talking about things that matter to them.
So that’s a really important muscle to work because otherwise you’ll only talk about things that matter to you.
The last content muscle you need to workout is the sizzle muscle.
Now this is really important because people buy the sizzle, not the sausage as the saying goes. People buy the sleep, not the mattress, is another variant.
The thing is this, you’ve got to get into an outcome led mindset.
Nobody cares about the features, nobody cares about the benefits, trust me.
And it’s not just me. There are buckets of research on this, buckets of information.
Nobody cares about the features, the benefits, they care about what you’re going to do for them.
So you’ve got to exercise that sizzle muscle.
Here are the five muscles again; extraction, paralysis, concision, projection to customer and sizzle.
Make sure you do all of that and your content will be punchy.
It’s been a great session today in the content gym, don’t forget we’ve got two parts before this, that I hope you haven’t missed, so do track back, the links are below.
We’ve got one part coming up next week where we will be talking about the six content genres and last but not least don’t forget you can of course get the eight content sources, which is the fifth and final part of the TepFu content gym in our free marketing hub group just check the link below or get in touch, it’s all free, we’re here to help, that’s it.