John Casmon

How to Create Content that Converts with Robert Bly, Episode 175

Why is it that some of your content becomes a hit with your audience, while other pieces fall flat? What if you had more influence over determining if the content engages instead of just hoping it connects? Did you know that there is a formula writers use to produce engaging and effective content consistently?

Robert Bly has written over 85 books, including The Content Marketing Handbook and The Copywriter’s Handbook. In this episode, he shares key mistakes marketers make when creating content, how to leverage the motivating sequence to drive conversion, and how to create powerful headlines that get people to click.

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Key Insights

Started off working for the infamous Koch brothers
Has been a marketing writer for technical products for almost 40 years
Content marketing is influencing your target audience to be predisposed to what you’re selling through education on a topic
Examples include articles, white papers, videos, and podcast
Sales funnel or customer journey is the steps to take a prospect from stranger to customer
Content should be written and designed to move customers further down the sales funnel
Find ways to highlight your benefits, while providing insight and value for the user
Copywriting is rule driven to be effective and requires the art and science of persuasion
Motivating Sequence: Get Attention → State the Problem → 3. Position Product as Solution → Provide Abundance of Proof → Call to Action
Add a sense of urgency – “after that it’s too late”
The Secret of the 4 U’s: Urgent, Useful, Ultra-Specific, and Unique
BDF Formula: Believe, Desire, Feelings