You aren’t part of that social media conversation if you’re not listening.

popcorn conversationRight towards the end of my short book, Popcorn Content, I talk about the importance of putting your finger on the pulse of any social media conversation.

Let me expand on that a little.

I think for most of us our default setting with social media is to jump in and take part in as many conversations as possible, across multiple sites, like Twitter, Facebook and Google+.

We just want to be out there, in front of as many people as we can.

But deep down, I think we all know there is a problem with that approach.

Read the full post…

Popcorn Content: The craft of writing short-form content for social media.

popcorn content for social media

Popcorn Content is a short book about writing social media content.

Read it and learn how to write short-form content that hooks, compels and engages.

Whether you are writing a tweet, an update intro for Facebook, a post headline for Google+, a comment for Pinterest, or a title for a YouTube video…you need short content that pops.

Is writing this kind of short content really a separate “craft”? Absolutely it is. The social media environment is fast-moving, and whatever you say or share not only sinks into the flow really quickly, but is also in constant competition for attention.

Whether you are trying to hook readers, or engage in conversations, your social media content has to jump off the page.

That’s what Popcorn Content is all about.

Your social media text needs to be front-loaded with the most powerful words and ideas. It needs to hook readers quickly before you lose their attention. It needs to be intriguing and immediate, so readers click through to read more. It has to be worth sharing, and easy to share.

In short, it’s a whole different way of writing.

So what’s with the “popcorn” thing?

Well, it turns out that popcorn and social media have a lot in common.

Popcorn is social. It is generally shared within groups, in theaters, with family in front of the TV, with friends at a party. It’s about sharing within a group…just like social media.
social media content postcard
Popcorn is a snack, not a meal. Same with social media. Sharing someone’s Facebook update doesn’t mean you now have a relationship with them…you have just taken one small step. It’s the snack before the meal. And it had better be a tasty snack.

Popcorn is fleeting. The bowl is full one minute, and empty the next. Same with social media. Your latest tweet is there now, and below the fold a few minutes later. This means you need to write a LOT of Popcorn Content.

Using social media is like walking into a crowd of strangers with a bowl of popcorn. By offering these small kernels of value, you have the opportunity to introduce yourself to people and take that first step towards building a relationship.

To beat the competition – and it’s fierce – you need to master the craft of writing compelling short-form content.

“Love the ebook and I plan to buy a copy for everyone in my global marketing department for a retreat we are having in early July. “

Kerry Fehrenbach
Vice President, Global Marketing
Intergraph Security, Government & Infrastructure (SG&I)

Popcorn Content is  just 39 pages long. Yes, it’s short. No fluff. No blah blah. And it costs just $6.25. (Less than a small bag of popcorn at the movie theater.)

Read it now and write short-form social media content that hooks readers, engages prospects and drives sales.

“Popcorn Content offers a very good foundational overview of how to maximize social media communication for greatest impact. Nick Usborne paints a very engaging and realistic overview of social media marketing copy writing best practices and how they apply to the ever changing social media landscape. The bottom line is that this guide will pay for itself almost immediately if you’re willing to take advantage of the knowledge being shared.”

Rob Graham
TrainingCraft.com

Get it now at Amazon.com for just $6.25

The power of the human touch in web copy and content.

the human touchSome copywriters know that adding a human touch to their copy can help their readers relate to the product or service they are trying to sell.

Some consultants and coaches insert elements from their personal lives in their business writing, because it helps prospective clients get to know them as real people.

Some hard-core business-to-business writers know that interviews and case studies can help humanize the “corporation”.

But only some.

Most of the time, when I read content online, in the form or articles or posts, that human touch is missing.

Why? My guess is there are a couple of reasons.

Read the full post…

Believe in your gift as a writer, and don’t let anyone take it away.

paulo cohlo writerMy gift is that I can write.

Looking back, this has been evident since I was about 10 years old. But the first time I truly believed in this gift was when I was 22 and started working as a trainee copywriter at an ad agency in London, England.

After a few weeks working there the Creative Director told me I was truly gifted as a writer. Soon after that, I received a big pay rise to dissuade me from moving to another agency.

I was lucky. I really was. Many people have a gift, but never have it validated in the way I did. As a result, they are never quite sure, and never fully believe in the gift they have.

Read the full post…

The secret of success is to stay focused on one thing.

the power of focusYou probably have a few friends who always seem to be into something new, each time you talk with them.

They are jumping into the latest new trend, or have discovered some amazing hidden opportunity.

You envy their enthusiasm and optimism. They seem so alive, so curious, so plugged into what’s happening. Their eyes sparkle, their level of energy is contagious.

In fact, you pretty much want to do what they are doing. It looks like a fun life, and a fun way to make a living.

But…

Read the full post…

The most powerful sales approach of all can be found in our craving for certainty.

brain's need for certaintyTo put it at its simplest, our brains have a smart side and an incredibly dumb side.

What’s scary is that the dumb side has way too much influence over the decisions we make. This is particularly true when it comes to our hopes for the future.

To illustrate what I mean, let’s look at an example.

Imagine two experts, both of whom are going to give us some advice on how to lose weight. Specifically, they are going to tell us how to lose 10 lbs over the course of the next 30 days.

The first expert is a doctor and researcher who has been studying weight loss for 30 years.

He talks about the multiple influences involved – genetics, food choices, exercise, family dynamics, mental health, work stresses, time of year and so on. He explains the complexity of weight loss and how one plan might work for one person, but not for another.

He makes some general recommendations, but again qualifies his advice by pointing out the multiple variables involved.

Now for our second expert. He may be a doctor, or not. It doesn’t really matter.

Read the full post…