Creating compelling content is achievable when your message speaks to the whole person. Compelling content accounts for what your audience thinks, feels, and does.
Your communication succeeds when you complete all 3 steps to creating compelling content:
Speak to the Head
Speak to the Heart
Speak to the Hands and Feet
When we understand our audiences and have assessed their knowledge, attitudes, and behaviors, we are equipped to create compelling messages tailored to what they want and need and can use. Knowing your audience is key to creating compelling content.
When you know your audience, you can effectively and confidently…
Speak to the Head
What information fills a knowledge gap for your audience? In other words, what do they know now and what do they need to know to be more successful, healthier…?
What intrigues them? What are they searching to find answers about?
What confuses them? What misconceptions do they have?
How do they prefer to take in information?
With the answers to these questions, you can provide your audience with the knowledge they need to make decisions and improve their lives. Present the information via their preferred channels using meaningful words and examples.
Knowledge is compelling, but not on its own. In addition to speaking to the head…
Speak to the Heart
What does your audience care about?
What are their passions and priorities?
What are their values?
What causes are they willing to die for?
Answer these questions to gain an understanding of what motivates your audience. With this insight, you can create compelling messages that appeal to your audiences’ emotions and feelings. Craft your messages to account for what they value and prioritize.
Feelings are compelling, but not on their own. In addition to speaking to the heart…
Speak to the Hands and Feet
What actions does your audience want to take?
How do they spend their time?
What are their preferred approaches for taking action?
What skills do they need to meet their goals?
Audiences often know what is important and feel strongly about it and still don’t act. When we learn what actions our audience most wants to achieve, compelling content equips them with practical steps that fit their life and help them meet their goals.
Compelling content impacts your audiences’ knowledge, feelings, and behaviors – all three.
When your content is tailored to speak to the head, heart, hands and feet of your audience, it is compelling.
“The experience of being understood, versus interpreted, is so compelling you can charge admission.” ~ B. Joseph Pine II
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