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šŸŽ“ šŸŽ­ šŸ’­
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!Iā€™m Brian Honigman
EARN THE RIGHT
YOUā€™VE GOT TO
TO PROMOTE
ā€“GUY KAWASAKI
MASTER THE ART OF THE
INDIRECT APPEAL
indirect appeal
(noun)
| (ĖŒindəĖˆrekt əĖˆpēl) |
An appeal to an audience need
tangential to your product/service
oļ¬€ering that doesnā€™t ask anything of
them and only provides value.
1
ā”ā”ā”
HOW DO I CONSTRUCT
COMPELLING APPEALS?ā€œ
šŸŽ“ šŸŽ­ šŸ’­EDUCATES ENTERTAINS CONVINCES
MAKE SURE YOUR CONTENT EITHER:
ā”ā”ā”
HOW DO I CHOOSE THE
RIGHT APPEAL?ā€œ
ā€¦
WHY DOES YOUR BRAND EXIST?
ļ¬rst ask:
CANVA TOOK THEIR
MISSION TO DEMOCRATIZE
DESIGNā€¦
ā€¦AND USED THAT MISSION TO
INFORM THE TYPE OF CONTENT
THEY WOULD PURSUE.
(Canva Design School)
THE NATURE OF THAT
APPEAL WAS TOā€¦
šŸŽ“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
ā”ā”ā”
WHAT IF MY PRODUCT
DOESNā€™T REQUIRE
LESSONS?
ā€œ
šŸŽ­ENTERTAIN
PEOPLE LOVE TO LAUGH
AND ENJOY!
AND THEYā€™RE INCREASINGLY LOOKING FOR
THEIR ENTERTAINMENT ONLINE.
THE CATCH:
your content has to actually be
funny, enjoyable and entertaining
PEPSIā€™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.
šŸ’­CONVINCE
IF YOUR BRAND IS MORE ABSTRACT IN
WHAT THEY PROVIDE, THEN TRY AND
CONVINCE SOMEONE OFā€¦
A BIG IDEA
APPLE CONSISTENTLY DOES
THIS VERY WELL
THEIR VIDEOS DONā€™T JUST
ADVERTISE THE PRODUCT
THEY MAKE A FORCEFUL,
COMPELLING CASE FOR THE
VALUE OF GREAT DESIGN
APPLEā€™S PRODUCTS MIGHT BE
EXPENSIVE, BUT THEIR CONTENT
CONVINCES YOU THEYā€™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

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