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How to Create Addictive Content

Lesson 3 of 12

Discover What Content Your Audience Craves

Melissa Cassera

How to Create Addictive Content

Melissa Cassera

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Lesson Info

3. Discover What Content Your Audience Craves

Lesson Info

Discover What Content Your Audience Craves

So let's channel our inner Sherlock to discover what content your audience craves. I love research. So if you're creating for everyone, you'll reach no one. (laughs) This is my quote. It is very true. When we create for everyone, without having a clear distinction of who we want our audience to be, then it's just all watered down, and no one's connecting to it. So we have to have a very clear picture of who the end user is of our content. Who's reading it? Watching it? Listening to it? Alright, so how do you understand your ideal content consumer. First you want to know what are they struggling with, right? So what's going on in their world. Like, what's popping for them. Easy, you can learn these things, both by talking to your clients, surveying your clients. You can also spy on your clients in a very non-creepy way. I like to know where my clients are hanging out, right. Online or offline, if that's the case. In some cases we may be able to find them in Facebook groups, LinkedIn gro...

ups, hanging out on social media. We can watch their conversations, how they engage. They'll talk a lot about these struggles. If you do business in person, or even sometimes do business in person, I could be here with you, right. I do most of my business online on the marketing end. Screenwriting is all in person. But I can be here with all of you and have conversations at lunch and things like that. I don't even need to ask you this question. Most of you are just offering this information, right. Like you're just talking about it. It's free. We're all just relaxed and you're learning. So it's great to just put yourself in situations where you can have conversations with people, and just learn more about them. The end of the day we just want to serve and help. So this is a great way to know, like, okay what can I help you with? That's really all you're saying. Also I love this question, what would feel like a miracle for you? This is fun because oftentimes when we're creating content, we focus on the negative. So it's like, what's wrong? What are they struggling? What's the problem? All those things are super important, but we also want to know the flip side. Like what is this dreamy ideal vision? Like what are they working towards? What's gonna feel like a miracle? And that's fun. Everyone likes this question, because we don't often get to think about it so freely, right. It's more common to think about what's wrong, and what we don't like, than it is to be like, oh, we can actually have permission to like talk about what we would like? Okay. You know, and it makes it really fun. So people love, love, love this question. And like I said eavesdropping on conversations. This is just so fun to do like I said, online or offline. I have clients that like, will be at their yoga studio and they'll just listen to the conversations happening around them and they get so much gold from that. If that's the clients they're trying to reach. I use it for screenwriting. This is the biggest screenwriting trick. All you have to do is go to a coffee shop, and you just listen to other people's conversations. I just constantly take notes. And when people fight, I'm like, yes! Because it's like (laughs) I mean my neighbors fight all the time too, and I literally will just like, I'll have my laptop on the bed and I'm just like writing down everything. And my husband will be like, are the neighbors fighting again? Like he knows what I'm doing (laughs) in our bedroom. It's just so funny. Like that's the best thing, because I can't, in my mind... No writer can. We can't really get down dialogue. Like you can make it up as best as you can, but you can't really capture it. It's gotta come out of a mouth. So that's the best thing to do, is you're like oh yeah. (laughs) So that's a little trick if any of you want to ever be like a screenwriter, write novels, just listen to people in coffee shops or angry neighbors. So what do they read, watch and listen to? So this is really interesting because all of our customers consume different content. And it's great to know, like, where they are they consuming content? What kind of content do they like to consume? That doesn't mean we have to morph our content to be exactly like that content. But there's a big difference between like, if my client is like I'm obsessed with gossip magazines or gossip sites. Or like a client that's like, I would never read a gossip magazine. Like I'm only going to read the New Yorker. You know, I mean, that's a big difference, right. So I need to know that in some capacity, because while the New Yorker person be totally turned off by me. (laughs) Because I'm way more gossip magazine. But I need to know that, 'cause I need to know where I'm gonna land on that spectrum, right. Like how do I stack up against the other things that they're soaking in. So you can just ask people when you're having conversations with them, or you can do it through surveys. That will illuminate a lot of things. Another cool thing, FYI, is that if they tell you like I love this podcast or this magazine or this or that, and that particular outlet accepts interviews, then you can pitch them, right. And then say like, I'd love to be interviewed or whatever. Give them a topic. So that's a really also cool place to show up and like market yourself. So if they're a huge fan of a podcast, you're a guest on that podcast, bingo! So you'll attract lots of new, cool clients who are right in the vein of who you're ideal client is.

Class Description

As the saying goes, “Content is king.” And that’s especially true when it comes to marketing your business. You might have fabulous products or top-notch services, but if you don’t have compelling content to help drive sales, you’re probably leaving a whole lot of business on the table.

But don’t make the mistake of slapping together a bunch of worn-out, half-baked ideas and calling it content. It’s critical that your articles, blog posts, reviews and videos are thoughtfully prepared and offer value.

Melissa Cassera, a successful brand and marketing consultant and screenwriter, will show you how to use Hollywood storytelling techniques to create content that entices people to read and watch, excites them to share, and moves them to buy.

In this class, you’ll learn how to:

  • Understand your audience and the content they crave.
  • Repurpose each piece of content for maximum exposure.
  • Avoid creating boring or corporate content.
  • Uncover your unique voice and style.
  • Create a thriving content-creation process.
  • Write sizzling headlines and effective calls to action.
  • Leverage user-generated content for added credibility.

Class Materials

Bonus Materials with Purchase

Melissa Cassera - Headline Swipe File

Ratings and Reviews

Student Work

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Lauren Dusing

I'm only on Lesson 7, but I just felt the need to stop and write a review, even though I haven't finished the entire class yet. This class has sooooo much great content. I completely agree with the woman in the live audience that said she was having so many "light bulb" & "a-ha" moments during the class. I've always wanted to create a months worth of content for social media so that my posts had meaning and I didn't have to stress last minute about having to find something to post about, but when I would start to brainstorm ideas etc. I just wasn't excited about what I would come up with and it felt like such a struggle, I would eventually have to stop because my ideas were minimal and the process was so unenjoyable, like painful haha. But after 7 lessons in this course I feel so excited about generating content and my mind is filled with so many ideas already. I actually feel like creating a months worth of content ideas is not only totally doable, but could actually be enjoyable and by using what i've learned in this class, I feel like the content I create will actually be effective and I'll be proud and excited to post it. This course is totally worth it, hands down. buy it!

Chris Louis

Extremely helpful and practical tips on how to get the ball rolling on creating meaningful content! Highly recommend this easy and user friendly class

Shannon Flaherty

I thought this class was great. It inspired a lot of ideas and I came away with a lot of insights. Well done!