In your business, this is the same for your communications. Beyond sharing quality, actionable content, how you present it is paramount to how people receive it. If your information is overwhelming and difficult to read, it will be ignored. Losing you quite a bit of business.
However, if you offer it in a simple, streamlined, and easily-digestible way, your audience will take in everything you say and retain it a lot better.
Leading to more sales down the road.
Today I'm sharing the secrets of creating engaging communications, that will generate more action for your Expertpreneur® business.
You'll discover how the human mind is hard-wired to process information…
The best ways to capitalize on physiology to create better content…
And how to draw in a group of readers you may be ignoring completely…
A Little Bit Goes a Long Way
Believe it or not, telephone numbers are seven digits for a reason.
Back in the 1950's when Bell Laboratories was trying to figure out a new system for phone numbers, they reached out to George A. Miller of Harvard University to find out what worked best. His team discovered that the “magical number seven” is the typical capacity of the brain's working memory. Essentially, the longest sequence a person can recall off of the top of their head has around seven items.
And so, the ideal length for a standard phone number was seven digits. Long enough to have variety, but short enough for folks to remember.
Now, you may be wondering, why the dash in between? Well, in learning about the limitations of the brain, Professor Miller discovered that by “chunking” data, we can retain it even better.
Thus, by putting three digits first, then a dash, followed by the last four digits, people had the greatest chance of remembering phone numbers. Pretty fascinating right?
Anyway, this relates to your expert business because we retain everything better when it's given to us in small, digestible portions. It's how we are programmed.
This extends to everything we do. In fact, there's a specific “school” that reformed a very common practice many people do every day with this information in mind. A practice they arguably made more efficient…
The Evelyn Woods school of speed reading was created to teach people how to read using this “chunking” logic. Enabling speed readers to consume content faster, while absorbing just as much information as “regular readers.”
Essentially, speed reading capitalizes on that short-term memory that can hold up to seven digits. You skim through a piece to determine what is relevant and what isn't. Everything moves quickly, so you only stop to pay attention to the important points that jump out at you.
I happen to know the current fastest reader in the world, Howard Steven Berg. He teaches these techniques to clients all over. And I can tell you first hand, it's incredible how well it can work
(And if speed reading is something that interests you, you can learn more from him here.)
Understanding the speed reading process can help you present your communications in a more inclusive way. Think about it: If you break your communications down into digestible bits, your readers will retain more.
What's more, if those same materials have key “jumping out points” with your most important information, encouraging your readers to stop and take it in, you would guarantee more prospects consuming your most valuable information… improving your bottom line in the long run.
Transforming Your Communications
You open it up to find a huge block of text staring back at you, gushing about everything that happened over the course of a year. And, while you're interested in hearing from them, the text makes it a chore and less enjoyable to read.
That's what your prospects will feel like about your communications if you don't incorporate “chunking” and “dual readership” paths.
You see, when I write articles, blog posts, and even emails, I keep my paragraphs short and succinct. They generally have no more than three sentences each. And some are just one sentence (like in the paragraph above this one.)
I don't do that because I'm lazy; I do that so your eye doesn't get tired from reading it. I want you to be able to absorb the information I share in a way that is simple and easy for you.
No matter what you are writing, whether it's hard sales copy or a casual blog article, you need to keep this in mind. Making your materials look easy-to-read is just as important as the information itself being easy to digest.
Another element you want to consider is the flow of your content. How the sections move from one to another. Is there room for the reader to take a mental break? Or is it compelling all the way through?
A fantastic way to keep them going is to use a technique called “bucket brigade.” Essentially, creating a flow in your writing where one thought or statement goes into the next. Leaving no room for pause.
Phrases like “As if that's not enough…”, “But that's just part of the story…”, and perhaps most famously “But wait, there's more…” connect one bit to another. They may seem silly, and perhaps your English professor would wag his finger at you, but they serve a purpose.
You can't read any of those sentences and just stop. They are designed to lead you to a new set of information. Encouraging your readers to finish your content, every time.
Finally, you'll want to incorporate “sub-heads”, or the bolded pieces of text separating sections. These function as a way for a “skimmer” to know where to stop for key information.
There's an art to creating good sub-heads. They need to be compelling and curiosity-building.
Typically a question or a big pain point/benefit will do the trick. A topic immediately relevant to your target prospect, so they'll want to read more.
In fact, when you are coming up with headlines for a piece, a good rule of thumb is to save the ones you end up rejecting. Often they make great sub-heads for your piece!
Incorporate these three elements into your content and sales letters, and you will get more clients, guaranteed!
Improving Your Products
These techniques should play a role in everything you create, not just sales letters and content.
Think about your Ideal Client's fears, problems and frustrations you can help with. “Chunk” them together into themes or topics. Just like a fitness trainer would have you work on your abs separately from your chest.
One “chunk” or theme is one element of what you teach. You could turn that into a section of an info product you create. Or if it's large enough, an entire product itself.
If you find that your information is still too broad, go through the “chunking” process again. Keep breaking down your information until you get to small, related bits that can be taken in all at once without being confusing.
Doing this will make it easier for your readers to consume your content and retain the concepts you are sharing. It will also make your business and process Easy, Simple, and Lucrative. People will enjoy your products more, earning you more money.
And those products will be a lot simpler for you to put together.
These chunking rules apply to non-written communications, as well. Videos, webinars, presentations… they all should be broken down into portions that can be taken in one at a time.
For example, if you have a three-hour seminar on relationship-building in business, you wouldn't want to put out one big three hour recording. Not only is that way too long for someone to listen to (not to mention far too much information to take in), but stopping and restarting would be frustrating.
Wouldn't it be better to break that piece down into six half-hour segments, all focusing on a different topic? That way your client could listen to one here, one there, and get the most out of each experience.
I've changed up my own media to reflect this strategy. If you haven't seen it before, my Expertpreneur® TV used to be a lengthier series of videos with valuable information for Expertpreneurs®.
Because my goal is to always make things easier for you to take in, I've boiled down these videos to two-minute tips. Sharing big concepts in simple, digestible chunks.
Plus, “two-minute tips” is kind of catchy, right? You can check out my Expertpreneur® TV here
Long story short, you can apply these techniques to everything in your business. Doing so will allow you to help more clients and make more money.
Get More People to Listen
Chunking and creating a dual-readership path truly are “shortcuts” to getting more people to read your communications.
Your information will be easier to digest, more people will take in your vital tips and techniques, and you will have more satisfied customers. Positioning you for more success in your business.
When you are working on your next content pieces, be sure to take these strategies into consideration. You will be glad you did.