🎓 🎭 💭 3 KEY
CONTENT APPEALS EDUCATE ENTERTAIN CONVINCE BASED ON AN ARTICLE THAT ORIGINALLY APPEARED ON MY WEBSITE

I'm a Content Marketing Consultant
and CEO of Honigman Media. HI!I’m Brian Honigman

EARN THE RIGHT YOU’VE GOT
TO TO PROMOTE –GUY KAWASAKI

MASTER THE ART OF THE
INDIRECT APPEAL

indirect appeal (noun) | (ˌindəˈrekt
əˈpēl) | An appeal to an audience need tangential to your product/service offering that doesn’t ask anything of them and only provides value. 1

❔❔❔ HOW DO I CONSTRUCT
COMPELLING APPEALS?“

🎓 🎭 💭EDUCATES ENTERTAINS CONVINCES
MAKE SURE YOUR CONTENT EITHER:

❔❔❔ HOW DO I CHOOSE
THE RIGHT APPEAL?“

… WHY DOES YOUR BRAND
EXIST? first ask:

CANVA TOOK THEIR MISSION TO
DEMOCRATIZE DESIGN…

…AND USED THAT MISSION TO
INFORM THE TYPE OF CONTENT THEY WOULD PURSUE. (Canva Design School)

THE NATURE OF THAT APPEAL
WAS TO…

🎓EDUCATE

BREADTOPIA.COM leverages educational content for
ecommerce very well

BREADTOPIA.COM leverages educational content for
ecommerce very well THEIR PRODUCT IS THE LOGICAL CONCLUSION

❔❔❔ WHAT IF MY PRODUCT
DOESN’T REQUIRE LESSONS? “

🎭ENTERTAIN

PEOPLE LOVE TO LAUGH AND
ENJOY!

AND THEY’RE INCREASINGLY LOOKING FOR
THEIR ENTERTAINMENT ONLINE.

THE CATCH: your content has
to actually be funny, enjoyable and entertaining

PEPSI’S LATEST YOUTUBE AD DID
THIS VERY WELL

AND THE RESULTS LITERALLY SPEAK
FOR THEMSELVES These are YouTube commenters! They rarely have nice things to say.

💭CONVINCE

IF YOUR BRAND IS MORE
ABSTRACT IN WHAT THEY PROVIDE, THEN TRY AND CONVINCE SOMEONE OF…

A BIG IDEA

APPLE CONSISTENTLY DOES THIS VERY
WELL

THEIR VIDEOS DON’T JUST ADVERTISE
THE PRODUCT

THEY MAKE A FORCEFUL, COMPELLING
CASE FOR THE VALUE OF GREAT DESIGN

APPLE’S PRODUCTS MIGHT BE EXPENSIVE,
BUT THEIR CONTENT CONVINCES YOU THEY’RE WORTH IT

A HONIGMAN MEDIA GUIDE Download
my free content marketing style guide here or text me to grab it. SEND A TEXT TO: 44222 TEXT THE MESSAGE: SLIDES11