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3 Secret Elements To Create Engaging Content That Makes Sales

I don’t talk about this nearly enough.

How to create engaging content that makes sales…

…even if you feel your ideas aren’t unique.

Many people believe they must post groundbreaking, never-before-seen ideas to earn a buck online. A special hook, a crazy angle, or a one-of-a-kind system that no one else is doing or saying.

I’m calling BS on that belief.

You don’t need to reinvent the wheel to create engaging content that converts.

In fact…

I’ve studied hundreds of successful creators and entrepreneurs across niches and platforms, and their content has 3 key elements in common that make it irresistible to their audience even when the ideas aren’t new.

Take Justin Welsh, a solopreneur who built a thriving LinkedIn personal brand. His posts are often easy-to-read, relatable stories and lessons from his entrepreneurial journey—no big secrets, just tons of practical tactics and strategies.

Or consider my friend Alexander Cortes, who runs a wildly successful online fitness education business.

In his own words:

“The truth about fitness is that there is nothing new in fitness. There is no reinventing the wheel. You train. You recover. You adapt.”

Nevertheless, both Justin and Alexander are making bank.

Why?

They use the three elements I’ll show you today to create engaging content that converts.

And if you apply them to your content starting today, you’ll be well on your way to success without the need for never-before-seen ideas.

Even people with smaller audiences, like my friend Joshua Lisec, a WSJ Bestselling Ghostwriter and certified hypnotist. He’s made millions from his smaller audience, focusing on applying practical persuasion techniques to modern challenges people in the self-publishing industry face.

The common thread?

Three things they do exceedingly well.

Let’s talk about them.

The 3 Elements Of Engaging Content That Converts Doubters Into Buyers In An Instant

After analyzing thousands of engaging content…

I’ve discovered that:

Engaging content has these 3 elements:

  1. It offers a fresh perspective.
  2. Taps into universal emotions.
  3. Simplifies the solution.

The crazy thing?

A $25 dollar course made me aware of how these 3 elements make content stand out.

Years back, I bought a Twitter growth course from my buddy Lawrence King.

I went through it in 30 minutes.

(Sidenote: I watch courses at 2x speed, next at 1.5x, and finally, 1x truly digest the teaching).

What caught my attention in Lawrence’s course wasn’t the information.

It’s that it inspired me to take action.

Now…

Don’t get me wrong.

His course was great.

But I already knew all the information it had.

So why did his course inspire me to take action despite knowing its content already?

The more I thought about it, the more confused I became.

After much introspection, I figured it was because of the 3 simple elements:

1. Offer a Fresh Perspective

Top creators do something extremely well.

They don’t reinvent the wheel.

But rather…

They tell you what they know in ways that make you think, “Hmm, I’ve never really looked at it that way.”

They do so by injecting their experiences in other fields and insights into their content.

And it works because…

People buy different.

Here’s how you achieve this:

  • Draw from your experiences and knowledge from other areas of life or expertise.
  • Consider how these experiences can be applied to your niche or topic in a way that offers a fresh perspective.
  • Use analogies, metaphors, or stories to connect your unique perspective to the topic, making it more interesting and easier for your audience to understand.
  • Focus on the “why” and “how” behind the information, not just the “what.” Provide context, history lessons, or studies that validate your present data.
  • Communicate your ideas in a way that is easy for your audience to grasp and relate to, using simple words and storytelling.

Let’s look at some examples of how successful creators apply this approach:

  • Alexander Cortes always communicates fitness information in layman’s terms, serves you the history behind it, and shares the studies that validate the data, all while storytelling. Most other fitness creators tell you the ‘how to,’ not the ‘how it came to be.’
  • Justin Welsh destroys the online business confusopoly by sharing his wins and showing you how he did it in 300-500 words. By the way, a confusopoly is a group of companies with similar products who intentionally confuse customers instead of competing on price.
  • Joshua Lisec takes apart news headlines and reveals the dark persuasion and manipulation tactics used in political propaganda to brainwash the masses.

You see…

They share the similar type of information as everyone else does…

But they add that extra oomph that makes you think:

“WHERE WAS THIS ALL MY LIFE?”

What does that tell me?

You don’t need groundbreaking stories or never-before-seen ideas.

Offering a Fresh Perspective is your secret weapon.

The way I think about it:

Don’t be lazy when writing content.

Go beyond the information itself.

Now…

There’s element 2.

2. Tap into universal human emotions

Here’s what I noticed about engaging content:

It always hits on their audience’s core desire, fear, dream, or frustration.

And out of thousands of amazing posts, videos, sales pages, and emails I’ve analyzed…

All of them tapped into very simple universal human needs.

But what are those needs?

Let’s talk about Life Force 8 by Drew Eric Whitman.

“Life Force 8” is like a cheat sheet for understanding people’s concerns.

It lists the 8 big drives that pretty much everyone wants in life.

These include:

  1. Survival – The basic instinct to keep breathing, eating, and living.
  2. Enjoyment of life – Pursuit of happiness, pleasure, and fun experiences.
  3. Freedom – The desire for autonomy, independence, and choice.
  4. Life extension – Striving to maintain health, youth, and longevity.
  5. Sexual companionship – The search for intimacy, connection, and passion.
  6. Comfortable living conditions – Craving for a safe, comfortable, and cozy environment.
  7. Care and protection of loved ones – The instinct to keep family and friends safe.
  8. Social approval – The need to feel accepted, respected, and appreciated.

The more forces your content has, the better it’ll do online.

Let’s analyze the post below, which got 1.2 million views in 10 hours.

At first glance, you may not notice how Dan Go used some of the 8 Forces in his tweet.

So let me explain what I saw.

Ok?

First…

The setup/hook: “In 2023, I decided to give up alcohol.”

It’s relevant — he’s talking about a popular topic on Twitter.

This topic taps into life extension (”alcohol it bad, therefore I will stop consuming it”) and social approval (alcohol is basically part of every single social gathering there is).

Then, Dan builds curiosity and tension by describing his experience with quitting alcohol.

Next, he rewards you with a nice payoff: he succeeded (”Go Dan!”).

Finally, he hits you with an appeal to authority by adding a video of a famous musician talking about his experience quitting alcohol.

Now…

Do I think Dan wrote this tweet thinking about these concepts?

Nope.

You see…

People like Dan and I have been doing online marketing for years. So, I’m sure he’s done the reading, which helps him write engaging content without giving it much thought.

Cool?

Let’s recap what we know so far:

We know:

  • Engaging content offers different perspectives.
  • Tapping into universal human needs with Life Force 8 makes your content more engaging.

Now…

Element #3.

3. Simplify the solution.

As you’ve already seen…

The belief that you must post groundbreaking, never-before-seen ideas online is an illusion.

So there are more elements left:

Simplify.

In other words…

Make your ideas as easy to grasp as possible.

Good?

So now I need to know how to make your audience feel their goals are easier and attainable.

Here’s how the top creators do so:

One post. One idea. One emotion.

Let me explain…

I want to explain why this is the key to creating engaging content that converts.

Most content fall into 2 categories:

  1. Complicated and theoretical
  2. Simple and sharable

Everything else is just fluff.

And easily ignored.

You don’t need to overcomplicate or cram multiple concepts into a single piece.

Instead, focus on delivering one clear, powerful message that resonates with your audience deeply.

Here’s how you can apply this principle to your content:

  1. Choose one core lesson or takeaway. Don’t try to cover too much ground in a single post. Identify the most important insight you want your audience to remember and build your content around that.
  2. Evoke one primary emotion. Whether it’s inspiration, curiosity, fear, or excitement, aim to elicit a strong emotional response from your readers. Use simple storytelling and relatable examples to make your content more engaging.
  3. Keep it simple and actionable. When appropriate, break down complex ideas into easy-to-understand terms and practical steps. Use short paragraphs, bullet points, and subheadings to make your content more scannable and digestible.

Do this consistently, and you’ll be well on your way to creating engaging that makes people think, “damn, that’s different.”

So…

  • Offer a different perspective
  • Tap into universal human emotions
  • Focus on simplifying the solution
  • Add relatable stories from your life.
  • Make them feel the transformation is inevitable
  • Rinse and repeat

Makes sense?

If so…

Start posting content that converts.

And it’s 90% of the battle right there.

What do you say?

Here are 2 ways I can help you:

1. Need an automated sales funnel? Book a call with me.

2. Crashcourse Copywriting: Learn the art of persuasive writing.

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