What Promise Are You Making to Your Audience?

Did you know that the popular candy bar Snickers was named after a horse?

In today’s newsletter:

• Promise: A simple equation to make your content appealing to more people.

• Media Kits: Use these templates to get people to work with you.

• Updates: Spotify announced new updates coming for podcasts, Threads gets a web version, and more.

DYLAN’S DOWNLOAD

Last weekend, businessman and bestselling author Alex Hormozi had a live event promoting his new book $100M Leads.

He’s always putting on a masterclass when it comes to launches.

I had a lot of takeaways from his event – more so of what he did, not exactly what he said.

He says he’s spent millions on creating content the past couple of years.

And he shared a basic idea on why he believes some content fails, and others succeed.

To break it down as simply as possible…

Make big promises and then deliver on the promise.

It sounds obvious, but let’s examine it a little more with an example…

Let’s say you were a real estate agent who was publishing a podcast episode about luxury real estate.

Your promise is stated in the title of your episode.

For example, let’s say you went with the title: The Art of Luxury Real Estate

Putting aside what’s actually inside the episode for one moment, we’re just focusing on the title.

If your real estate podcast is mainly targeting other realtors, will they tune in?

Well, if they’re familiar with you already, and they trust you they’ll likely tune in because you’ve created an unspoken promise with those people that you’ll deliver valuable content in the episode.

But what about all of the people unfamiliar with you?

Is the title “The Art of Luxury Real Estate” creating a big and valuable enough promise that they are going to click through and listen?

Likely not.

It’s too vague.

It’s not speaking to any deeper desire or creating any curiosity.

It’s basically signaling ‘you don’t need to know about this right now’.

Now, let’s imagine that inside the episode there’s a conversation about what the process is like closing a $50 million house deal.

We could take that topic and use it in the title.

Something like, “What It’s Like To Sell a $50 Million House.”

It’s not “click-bait” because you’re delivering on your big promise in the title.

Everything we do in our content, from the email subject line, to the episode title, to the first couple seconds of our video clips is making a promise with the viewer.

Then it’s our duty to deliver on that promise.

If this was an equation:

Big Promise + Big Delivery = Big Results

CREATOR ANTICS