Episode 36: How to create stand-out content

Welcome to The Rachel Kurzyp Show.

Today I want to share with you how to create stand-out content, specifically, the five components I believe every piece of content needs if you want to start attracting your dream clients and invite them to work with you. 

What I’m sharing today can be applied to your written content, videos, podcast episodes and everything in between.

You’ll be familiar with two of the components: the headline and call-to action but you may not have heard of the other three. So grab a pen and paper and let’s dive in. 

The headline

I want you to start crafting headlines that stop the scroll.

We are living in an attention economy. This means we need to position our content in such a way that it grabs the attention of our dream clients and stops the scroll. One of the easiest ways to do this is through your headline.

Statements, questions, addressing mindsets and controversial remarks make great headlines.

Your headline should be concise, create urgency, be intriguing and create what we call in the marketing world, an open loop.

Your headline should make your dream client lean in and want to keep reading so they can learn what happens next or find out the answer to your question.

And the only way for them to do that is to click on the post, open the email, download the PDF and read what you have written.

The setup

This is where you set the scene for your dream client. 

Much like a book or movie, you introduce the characters, the environment and the situation. 

You want your dream client to be able to put themself in the story or be able to follow along with you.

The trick is to throw them straight into the action and only share information that they need to make a connection.

It often helps to share content that is easily relatable to your dream clients like what your inner critic named Jan sounds like or make reference to popular culture like getting a Starbucks coffee.

This means they don’t have to spend time trying to understand what you’re doing and why and can instead focus on the lesson behind your content.

The aha moment or turning point

This is my favourite component of a piece of stand-out content and is where I think you should spend most of your time.

This section is so important because depending on what content your sharing, this is where you establish the know, like and trust factor and support your client to have a win or gain a result.

It’s the main meal and without it, your dream clients are left hungry and looking at what others are having at the next table.

If you’re not using this element in your content, it may be why you’re getting likes but no DMs and comments but no sales enquiries.

The easiest way to share your transformation (or one of your client’s), is to use statements like:

It wasn’t until I stopped doing X and started doing Y that I was able to achieve Z.

Or my client went from doing A to doing B, all because of a learning or lesson they realised.

The invitation

This is the 1-2 sentences before the call-to-action that sells in your service, product or program. 

So who it’s for, how it works, and the expected results. 

When done right, this section doesn’t feel pushy or salesy. Instead, it brings all the other components together and answers the question we are all thinking when we engage with content: what’s in it for me?

When you skip this piece, which most of my clients and community do, you run the risk of not closing the loop and leaving the viewer hanging.

This means the content you’ve been pouring your time, energy and creativity into loses it’s relevance, you miss an opportunity to position yourself as an expert and you aren’t able to support your dream clients to see the connection between their problem and the solution you offer.

If you’ve never invited your dream client to work with you before, start including this section in every piece of content you create.

The easiest way to make the transition is to ask yourself: what is the point I’m making in the simplest of terms? Or what’s the one thing I want my dream clients to take away from this post?

The call-to-action

I want you to start using call-to-actions that encourage your followers to act and move further down your sales funnel.

So many of you still aren’t using call to actions regularly because you assume your followers will read your content and know what to do next.

It’s your job to create a customer journey and to know what stage your customer is at.

If you want more engagement, create call to actions around leaving a comment, but I want you to ask a question that is specific and easy to answer.

If you want to increase your visibility and reach, then encourage your followers to share your content or tag a friend who needs to read it.

And if you want to create a 1:1 relationship with your clients, then ask them to DM you or hit reply on your email. 

Think of your headline and CTA as bookends to your content. Without them, your content has no foundations and won’t help you achieve your business goals.

So there you have it, the 5 essential components of stand-out content. And if you’re like great, I have the template but now how do I fill it with copy?

I’ve got you covered too.

I’d love to invite you to join me for my FREE live masterclass How to Create Stand-Out Content.

Over 60-minutes, I’ll share with you my signature 3-step method for creating authentic content consistently and building a memorable brand online.

You’ll leave with a greater understanding of: 

  • How to create content that has your dream clients saying “WOW, she’s speaking to me.”
  • Cringe-free ways you can show your expertise and authority that aren’t #humblebrags
  • How your brand can stand for something by sharing your personality, values, mission and vision
  • Simple ways to build deep and genuine relationships with your followers that allow you to be of service

Head to rachelkurzyp.com.au/contentmasterclass to save your seat. 

I can’t wait to answer all your content marketing questions live.

Thanks so much for tuning into today’s episode.

If you’ve found what I’ve shared valuable please leave a review and hit the subscribe button so you don’t miss when a new episode drops every Wednesday.

Hi, I’m Rachel

I support multi-talented business owners to get clear on what makes them tick and desperately needed in their industry so they can make more money.

Should you start a podcast?

Should you start a podcast?

Do you genuinely want to start a podcast? Or do you think it’s the only way to grow your audience, share your expertise and produce evergreen content?


Should you start a podcast?

Should you start a podcast?

Do you genuinely want to start a podcast? Or do you think it’s the only way to grow your audience, share your expertise and produce evergreen content?