Or ladies for that matter.
Most people - when they sit down to write - are like a gorilla trying to make sense of a Japanese train schedule.
They haven't got a clue.
They don't plan.
They don't visualise what they are going to write about.
And they have no idea about using "frameworks."
They just start writing and hope they come up with something interesting to say.
John Gray from Men are from Mars, women are from Venus fame said it like this.
"Women speak to find out what they want to say.
Men speak when they already know what they want to say."
You may or may not agree with that.
But that's not the point here.
In the last email I promised to tell you about frameworks.
So here goes.
When a building goes up you see some kind of framework.
It could be wood, steel, or concrete.
The interesting thing is, once the building is finished you can't see the framework.
But it's there.
In fact, without it, the building would collapse.
That's like great content.
It must have a solid framework, or it will collapse.
For example, take fiction writing.
Almost every best-selling novel has the "Hero's Journey" framework based on Joseph Campbell's book, "The hero with a thousand faces."
You don't care about the framework that's used when you're reading a book.
All you care about is – is it entertaining?
Without the framework, it would be BORING.
The problem with the hero's journey framework is that it's hard to learn.
And even harder to teach.
But I promised you a framework for your writing, didn't I?
The easiest one to learn, and the easiest framework to use in your next piece if content is…
Wait for it…
The 4 Mat Formula.
David Kolb came up with the idea that there are four types of learners.
Mr Kolb created 4 Mat.
The four ways people like to learn.
He put them into four types based on the questions they ask themselves before they begin learning anything new.
The four learning types ask these questions.
- Why (What's in it for me?)
- What (Where's your proof?)
- How. (Give me instructions!)
- What if. (What's my future going to be like now?)
Before we go any further, see which of these four resonate with you.
I'll delve deeper into each one...
The Why learner.
The actual question is, "Why should I learn this?"
These people need to be motivated to read on.
Watch the first 4 minutes of "Molly's Game" and you'll see how the screenwriter answered the 'why' question.
If you really want a test, try not to watch the rest of the movie.
Bet you can't.
The trick here is to use anticipation.
Set up questions in the beginning and say you'll answer them later.
Creating cliff hangers like this draws the 'Why' learner into your content.
The 'What' learner.
They want to know the science behind what you're saying.
"Just the facts Ma'am."
Tell them how you came to your conclusions.
Offer proof.
The 'How' learner.
Be careful with this one.
If you're business offers coaching, mentoring, consulting, or any type of information do this.
Use what we call "The illusion of knowledge."
Give them a quick win.
Something that solves a smaller problem within the larger problem.
Then allude to how working with you completely solves their main problem.
And only when they become a client will you give them the step-by-step or the recipe for permanently solving their problem.
The "What if' learner.
Show these people what their life will be like once they take your advice, buy your product, or engage your services.
Use the magic phrase, "Picture this…"
If you only "talk" to one of these learning types, (usually the type you are) you'll turn off the other three types.
Writing your next piece of content.
Whether It's a blog, a video, audio, etc., always begin with the 'why' learners.
Then go with the 'what' learners.
Next, it's the 'how' learners.
And lastly the 'what if' learners.
This framework is the one used in practically all the best-selling self-help books.
And in the best of the best, each chapter is structured around the 'why – what – how – what if' framework.
Now here's a dilemma for you.
Some people don't value what they get for free.
But what I've just given you is valuable.
Your mission – should you choose to accept it – is to try this framework out the next time you create a piece of content.
You'll discover something unusual.
Real men (or women) don't write content.
By using this framework, the content practically writes itself.
Especially if you visualise and plan it in your mind BEFORE you write.
In the next email, I'm going to show you how to write and speak so people will NEVER forget you.
Talk to you then.
Barry (Framework junkie) Dunlop.
IncomeDiary.com
IncomeDiary - MidasCode Ltd
2nd Floor 325A Goring Road Goring-By-Sea
Worthing West Sussex BN12 4NX
UNITED KINGDOM
Unsubscribe | Change Subscriber Options
No comments:
Post a Comment