K atie c ouric

Be Relevant
When thinking about how to structure your headline and what message to
share, there are some trends you can follow. Your headline will go nowhere
if people aren’t interested in your content. You must find a way to take what
you have to offer and make it accessible by linking it to what is already
working. Popular content that gets shared often can be grouped into five
categories:
1. Inspirational, motivational, and aspirational
2. Political/news
3. Entertainment
4. Comedic

---

5. Pets
Whether or not your brand is directly connected to these types of
content, you can use them to your advantage. By finding a way to link your
message to what is already popular, you can increase your views and shares.
You need to analyze your core message, your hook point, and tie in
relevant, popular trends to your specific messages.
When I was building my fan base, I tapped heavily into inspirational
and aspirational-based content. I linked my message of building followers
and using social media more effectively to helping people pursue their
dreams. Linking my message to people’s dreams enabled me to more
effectively grab people’s attention than if I had just said, “This is the best
way to use social media.” Once I generated a million followers, my hook
point changed to “Zero to a million followers in thirty days.” Using this
hook point, I created a video campaign on Facebook that generated more
than five thousand applications in sixty days from people all over the world
wanting to hire me to learn how to implement my system.
I also used some political-based content in conjunction with a podcast
that I did about the PCM. My message is not political, and I’m not involved
in politics, but I knew that using a political angle when doing my podcast
interview with Jeff King about the PCM would give the content a strong
hook point. We could tie this message to the election between Hillary
Clinton and Donald Trump, which a lot of people were talking about and
felt very passionate about at the time. By connecting the PCM and Jeff King
to something relevant and topical in people’s lives we made the content
more accessible.
It would have been really boring to promote this information by saying,
“The Process Communication Model is behavioral psychology that helps
people communicate more effectively.” It’s too vague and no one would pay
attention to it. Instead, I took the message and tied it to different pop culture
references that would spark people’s interest. When I interviewed King, I
made sure to also ask him about the personality types of top celebrities and
public figures. I used the headline “Discover Why Tom Cruise, Leonardo
DiCaprio, and Donald Trump All Have the Same Personality Type.” That
kind of headline captures your attention much more than just saying that the
PCM is a useful communication method.

---

You can see exactly how I tied relevant and topical themes
to the PCM by listening to the podcast interview here:
www.optin.tv/jeff-king
. You can also view the Facebook
videos we created from this interview on my page:
www.facebook.com/BrendanJamesKane
.
You can find popular tie-ins for almost any message, and it’s necessary
even when your information falls into one of the five categories. I have a
friend named Stephanie Barkley who is a comedian and an up-and-coming
Instagram influencer. She heavily promoted herself and got out the message
about her comedic skills by creating a skit about Melania Trump. Stephanie
is still growing her fan base, so she needs to create content that is engaging,
entertaining, and captures the attention of people that don’t know her work.
If she used a headline like “Stephanie Barkley Creates Great Comedic
Sketches” the message would be too distant and irrelevant to most people’s
lives. It would also be ineffective in building up her following and would
only be relevant to die-hard fans. But “What Melania Trump Really Thinks
About Living with Donald Trump” grabs a broader audience’s attention.
I can’t stress enough that with sixty billion messages sent out on digital
platforms each day you have to stand out. The great news, however, is that
of those sixty billion messages, a vast majority aren’t relevant or
interesting. So this gives you an advantage. Capitalize on this fact and make
your information relevant. Create messaging that your audience is
interested in.