How To Make Your Content More Appealing

Have you ever noticed that some people's content gets viewed thousands, tens of thousands, hundreds of thousands of times, Others millions of times, tens of millions, hundreds of millions of times. But other people, they put out content and like it's crickets, nobody watches it, nobody listens to it, nobody reads it. Well, I'm going to share with you today why people ignore your content or how to make your content more appealing. And. And I'm not the great world's greatest expert on this, but I've been creating content for a very long time. Since I was probably 17 years old. And I'm 62. So that's what, four, seven years? Okay, just kidding. Just kidding. Okay, a little longer than that. So. So I've been creating content for a very long time. And. And one of the things you learn when you're presenting content to people live is you learn to read people's faces and gather feedback energy. Which, by the way, is why we always film in front of a live audience. So. So that it doesn't sound like I'm giving a lecture. It sounds like I'm talking to people, because I'm actually talking to people. Right? Okay. So if you're going to make your content.

More appealing and keep people from ignoring your content, there are six things you need to do. Number one, realize they don't like you that much. What does that mean? Nobody is watching your content for you. So what should you do? You should uncover their motivation. Uncover their motivation. Create content about things that people already want to read, listen to, or watch things about. Don't create content around stuff you're interested in. Create content around stuff the marketplace is interested in. If you create content around the stuff you're interested in, nobody's going to watch you say, but, Myron, I don't understand. How does that help me, like, grow my business? It helps you grow your business by learning how to see the connection. Everybody say connection. By learning how to see the connection between what they're interested in and what you're interested in. And if you can't figure that out, that's why I say thinking is the hardest work. Most people never do, because the part that's gonna make your content great, the part of content creation that's gonna make your content great, is thinking from the audience. Not about the audience.

Not about yourself, but from the audience. In other words, if I were a part of this audience, what would be interesting to me? And so, like, one of the things that I do is I watch a lot of guitar videos, a lot of guitar tutorial, Videos, because I'm learning how to master the guitar. I'm not learning how to play the guitar. I've been playing the guitar since 1990, right? I'm learning how to master the guitar. And in learning how to master the guitar, there are so many concepts and there's so much music theory and there's all this stuff that people will say, oh, but that's so hard. But I'll watch different content creators that create content around how to play the guitar, how to master the pentatonic scales, how to play the pentatonic scale on one string, how to play the major and metatonic, major and minor pentatonic scales together. Like, I'll watch videos on that. But I noticed that some people, when I start watching their videos, I'll watch the whole thing. I don't care how long it is. There's this one guy, Ricky Comiskey, like he can have a two hour video on how to play the guitar. I'll watch the entire thing. Somebody else, I have a seven minute video and I'm like, I'm out of here in the first two minutes. Because they spend too much time talking about themselves and I don't like them that much. I came to watch your video based on the promise of the thumbnail title, based on the promise of the video title. And now you're talking to me about who you are and your channel and asking me to subscribe before I even know anything about whether or not I even like what you have. And so just understand, you have to uncover their motivation. If you're gonna write a book, don't write the book you've always wanted to write. I just wanna write a book about my story. I have a really interesting story. No, you are interested in your story. Your story's not interesting. My story's not interesting. Okay, so I'm not picking on you. Our stories aren't interesting. So nobody cares about your story. Maybe you, your mom cares a little bit, but she don't wanna read about it. Cause she was there when it happened the first time and it was painful.

Right? So nobody wants to read your story unless your story shows them how to create their own glory. Nobody cares. And I know that's such a hard way to say it, but like, if I said, well, probably you guys shouldn't create content about stuff you're interested in. Because thinking people, like, nobody's gonna hear that. But hopefully if I just tell you, they just don't like you that much. They don't like me that much. So when I write A book. I better write a book for you and not for me. When I write a blog post, I better write a blog post for you. Not for me. If I'm going to create a YouTube video or a podcast, I better create it for the folk out there who are going to listen to it. If I'm going to write a book and I write it for me, I'll be the only person who ever buys that book and I'll have boxes of them in my garage. But fortunately, fortunately.

Before I wrote my first book, I learned this concept that I need to write the book for the people who will read it and not for the guy who's writing it. How many are picking up what I'm putting down? Wave at me. Okay, so what we have to do then is we have to decide when I'm creating my content. I have. The first thing I've got to do is I've got to uncover their reasons. Now somebody say, but how do you uncover the reasons? It's amazing. There's this little biblical formula. It's amazing. Here it is. You ready? Ask.

Y' all remember reading that, right? Ask and it shall be given you seek and ye shall find. Knock, and the door shall be open unto you. It's really interesting that the, the first letter of each one of those words spells the word ask. Ask, seek, knock. Right? Just ask. If you ask people, if you ask people enough questions about themselves, they will tell you everything you need to know to create content they will pay to consume.

This is so exciting because now you can say, okay. Now how do you ask? Okay, I'm not just gonna tell you to ask. I'm going to tell you exactly how to ask. You can ask. I don't care if you have 50 friends on Facebook or 500 followers on Instagram or 500,000 subscribers on YouTube. If you ask the question this way, you will get enough content from the marketplace to know what to create. Okay, here it is. Let's say you're an expert in weight loss. Here's the question. What's the single biggest challenge you're having losing weight? Or what's the single biggest challenge you're having losing those last five stubborn pounds? Right? You ask a question to them. You don't say, hey, what challenges are you having losing weight? Now they feel like they have to write a Commentlopedia.

They don't like you that much either. So what's the single biggest challenge you're having? So when you ask that question, they know they can give a one word answer and Be out of there, because everybody loves giving their opinion. Now watch this. If you get 100 people to give you 100 different answers, you take, you categorize them by how many people gave the same answers, and those are the answers for the outline of your content. And then when you go back into the marketplace and say, hey, I've created this solution to help you lose those last five stubborn pounds. How did he know? This is exactly what I did. Because you told me.

Is what I'm saying making sense to somebody out there? Okay, so the first thing you have to do is you have to uncover their results. And then after you uncover their results, then you declare their transformation. What does that mean? You tell them that you can help them get the payoff that they have been looking for. Most content creators think their subject matter is interesting. It's not.

Unless, of course, you have some kind of entertainment channel. And, you know, hey, I'm gonna see if I can stand on one hand for seven minutes, Right? And then you're talking to people while you're standing on one hand for seven minutes. Or I'm gonna see if I can break the Guinness Book of World Record for handstands. Right? And then you, like, do a video and you're talking to people while you're standing on your hand. Like, if that's. Yeah, people will be entertained by that. Cause then they wanna see if you're gonna make it right. But if you're teaching people stuff, like two different kinds of content creators. You're either a storyteller or a problem solver. But if you're a problem solver and you become a problem solver, who's a good storyteller, your content will be better. By the way, this is not a good story. So I was walking down the street yesterday and I met this guy. His name was John. John Smith, to be exact. By the way, his birthday's November 16, 1977. And he grew up, believe it or not, in Lancaster, Pennsylvania, which is only 40 miles from where I used to live. Nobody cares. Stop it. This is like death by details.

Well, actually. No, don't do that. I don't want to know the actual. Okay, all right. See, you get it. Okay?

Don't kill me with the details. Like, paint the picture first. Give me the big picture. Sketch the outline, then start filling in the colors, then maybe I'll care. Okay, so declare your transformation. So here's what most people do when they start creating their content. They start giving you the details about the product or the detail about the pieces of the product or the details about the process. Oh, but you don't understand, Myron. This spreadsheet. This is the coolest spreadsheet ever, I promise you. I have never seen a cool spreadsheet. Now, I know some of y' all have, but I haven't seen one. And I know there's some cool ones out there. That's what people tell me.

But your process isn't that interesting. They don't even want to know what your process is. In fact, if you show people the process before you show them the payoff, all you're doing is telling them that it's hard.

And if you're telling them that it's hard now, they're going to go look for something that's easy. Now, granted, in real life, we all those of us who are adults, at least we know real solutions to big problems are seldom easy.

But we have to present them in their most simplistic form so that people feel like it's easy, even though they subconsciously know it's hard.

Because the questions that people have is. Okay, let me ask you a question. If you have two solutions to the same problem and there's an easy solution and a hard solution, which one you gonna pick? The easy one. Right. It's just human nature. So if that's the way humans operate, why would you work against that? Why would I work against that? Why don't we work with the way things work instead of working against the way things work? Does that make sense? Okay, so cool. I think y' all are picking up what I'm putting down. So, so, so uncover their reasons. I mean, uncover their motivation. Declare your transformation. When you are presenting to people, whether it be in content where you're selling an outcome or content where you're selling a product, always talk to them about the payoff. For instance, this video, why people ignore your content, or what's the payoff? How to make your content more appealing. That's the payoff. That's what I'm talking. So you know why you're listening. The people who are watching on YouTube right now, you know why you're listening. You know why you're watching this. And I told you, there's six things, and I've only covered two. And what you're thinking is, well, what's the next one? Okay, so you declare their transformation. So you uncover their motivation. You declare their transformation. You demonstrate authentication. What does that mean? Don't just tell me what you're going to do. Show me what you've done. Documentation beats conversation. So if I'm going to tell you that you can get this outcome and that I know how to help you get this outcome, it would be good for me to tell you, first of all, my origin story, how I got the outcome. Because I used to be you, and then I discovered this secret formula, and I applied the secret formula, and now I'm me. And this formula doesn't just like me, it likes everybody. And if you use this secret formula, then you can get the same result in your life. I got in my life. And now you're like, oh, my goodness. But not only did it work for me, but I also showed it to these four people, and these four people applied the secret formula, and when they did, these are their results. Oh, wow. Now it's okay. I think I can. Okay, I got it now. So now I've uncovered their motivation. I've declared the transformation, and I've demonstrated authentication. Like, I've proved that it actually works.

People don't want to pay with their assets or their attention for something that doesn't work. Are y' all tracking? Let me hear y' all say, I'm tracking. Okay, so you demonstrate their authentication. I gotta keep it moving? Oh, yeah, I do. Okay. Then you develop their imagination. You develop their imagination with pictures and images and videos.

In other words, how many of you know when you understand a solution, you can see the entire process, like, full to through completion in your mind before you ever get started. I mean, you know what I'm talking about. Like, some of you who can cook, you're like, you're like, you can taste the food before you put the first ingredient in the pot. Where are my people? Where my people? Right? Some of you who can build, right, you can build something. You can see the finished product before you ever start working on it, right? And so some of you who are artists, you can see. It's like. It's like when the Pope asked Michelangelo, how did you carve this David? He said, oh, that was.

That was easy, bro. I just took away everything that wasn't David. Right? You could see. He could see David in a hunk of marble and just took away everything that wasn't David. And so what we have to do is we have to recognize that we have to paint pictures with our words and hang them on the corridors of the minds of the people we're speaking to so they can see clearly what we mean when we say the thing we said. Let's show them in pictures. A picture's worth a thousand words. And so, like, a lot of times when I'm. When I'm doing my videos, I'll draw on my digital blackboard. Why? Because me saying it is one thing, but me drawing it as a picture, even if it's stick figures, even if it's some simple drawing, it just. Oh, I get it. So if I do this. Watch this. I'll show you what I mean. I'm not even going to write any words. I'll just write. I'll just do this, and y' all can tell me what this. What this means.

What does that mean? Times money. Right? But see, we know this isn't true. Time's not money. Time's actually greater than money. I did that with a picture. No words. Right? And so one of the things that we could do while we're creating our content is sit down and figure out what simple pictures can I draw while I'm teaching what I'm teaching. So that when I'm talking to people, like in their minds, they can see clearly what I mean. And I don't have to say all the time. You know what I mean? You know what I mean? You know what I mean? You know what I mean? If you have to ask that three times in a row, they don't know what you mean, okay? So develop their imagination.

Dial in your articulation. What does that mean? That means practice communicating. People say, I'm not good at talking. I know that why you. That's because you don't do it enough. People say, no, I don't. The reason I don't do it is because I'm not good at it. Right? But it's a cycle. The reason you don't do it is because you're not good at it. And the reason you're not good at it is because you don't do it. But if you do it more, you'll get better at it. Because I wasn't good at talking when I was born. In fact, I was the. I was so introverted. And that's hard for you to believe, and I still am, believe it or not, But I feel like an introvert, operate as an extrovert. But I was so introverted.

That When I was 12 years old, I was in 6th grade, my dad introduced me to a friend of his. He said, son, this is my friend Mary. We grew up together. Mary, this is my son. Son, tell Mary your name. And I hated my name. And I was an introvert, and I didn't know this woman, and I didn't want to talk to anybody about my name, least of all some stranger. And so I just looked at him and thought to myself, like, I can remember this. It was so traumatic for me.

It doesn't sound like traumatic. Right? It was traumatic for me. I can still remember how I felt. And I looked at my dad and I thought to myself, you just told me her name. Why couldn't you just tell her my name?

Seemed so simple. Seemed like a really simple solution to me that I looked at him and couldn't figure out why he was doing this to me. And I looked at her. And then I just broke down, started crying.

I'm 12.

And I tell you that story. Like that happened. That's how inside myself I was. I didn't like talking to people. So. But when I decided I'm going to start talking to people, you know, I started reading, increasing my vocabulary so I could promulgate my esoteric conjugations and articulate my superficial sentimentalities if I needed to with amicable and philosophical and psychological observations. And beware of platitude and sponderosities. Right? However, I don't do that. I just use simple language to make it plain what I mean. And I practice and I listen to people who are good speakers, and then I figure out what articulation components they are using to be such a good speaker, and I apply those to my speech practice.

I used to watch. I know I was weird. We have already established that. But when I was a teenager, I used to watch evangelists and preachers on television. But I would turn the sound down and just watch how they move their body when they spoke so I could learn how to model their physiology. I didn't know that that's what I was doing. I just thought it's really interesting. People who are dynamic communicators move their body in a totally different way than people who are dynamic communicators. People who are not dynamic communicators are very withdrawn and very shriveled.

But like people who are expressive, their hands are like, everywhere. Their eyes are big, right? Everything's exaggerated. Okay? So dial in your articulation. Dial in your sales message. Get better at describing how people are going to feel when they say yes to your payoff. Whether it's like, you even have to sell the free stuff. Do you understand what I mean by that? You have to persuade them to take advantage of the free stuff. Like, if I would have started out on this video when I started out recording it and I gave it some really randomly ridiculous name, like, I'm going to show you the 17 Pillars the 6 Pillars of Content creation.

Blah, blah, blah. They've been like, what? Right? So dial in your articulation or your sales message and then deploy confirmation. When you tell people that you're going to do something.

Make sure your word becomes your flesh. Make sure when you say you're going to do it, you do what you said you're going to do. Regardless of inconvenience or cost.

Make sure you do that. Why? Because if you don't, all you're doing is letting people know that you are a liar. Oh, I probably shouldn't use the word liar. Fibber. Now I like liar better. You are a liar.

Now, if you will do those things, your content will become so much better and people become so much more engaged. If you will do these things as you're creating your content, I hope this video helps you share it with somebody. If you liked it. If you didn't, please don't share it with anybody. In the meantime, in between time, we'll look forward to seeing you in the next video. Peace out with Cub Scouts.