🎓 🎭 💭
3 KEY CONTENT APPEALS
EDUCATE ENTERTAIN CONVINCEBASED 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 RIGHTYOU’VE GOT TO
TO PROMOTE
–GUY KAWASAKI
MASTER THE ART OF THEINDIRECT 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.COMleverages educational content for ecommerce very well
BREADTOPIA.COMleverages educational content for ecommerce very wellTHEIR 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 HONIGMANMEDIA GUIDE
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