🚀 The best way to grow any business is through better content. Understanding the psychology of how viewers act online is crucial for creating impactful content.
📈 I've grown my personal channels from 0 to 500,000 followers in 18 months using this framework, and it has helped many brands enhance their content.
💡 All marketing boils down to one principle: can you evoke an emotion that compels action? The strongest emotion that drives purchases is fear, specifically the fear of missing out (FOMO).
💔 For example, buying gifts for loved ones often stems from the fear of them not knowing how much you care, rather than love itself.
⚠️ The fear of negative consequences, like health issues, often drives purchases, such as supplements. This fear is a powerful motivator.
📊 To adjust content for better outcomes, follow these steps:
- Identify your target customer.
- Determine their biggest fears.
- Message that fear without explicitly stating it.
- Tease the solution early in the content.
- Amplify the fear.
- Demonstrate how your product solves that fear.
🛠️ A tactical tip is to create a curiosity loop at the beginning of your content to engage viewers without directly confronting their fears.
📉 For example, if selling running shoes, instead of just highlighting features, discuss the fear of injury and how your shoes can prevent it.
💰 In practice, I created a video for a productivity tool called Brick, which drove over $10,000 in sales in just 2 hours. I established the fear of missing out on life due to phone addiction and then presented the solution.
📱 Another example is a video about The Light Phone, which emphasizes the fear of losing control over one's life due to smartphone usage. This video received 2.3 million views and significantly boosted orders.
📬 Not every piece of content needs to drive purchases, but it should encourage some action, like signing up for a newsletter, by eliciting the fear of missing out on important information.
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