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I’m Hailey – content strategist and founder here at Your Content Empire where we help you create more profitable, purposeful and productive content — and hopefully enjoy yourself more while doing it too. Learn more about me here >>
Earlier this year, my brand designer, Nicole Yang, released her DIY Course Design Kit templates that anyone could use to create the images needed to promote their digital courses or products using Canva.
Each template kit is based around eight essential images needed to promote your course or digital product. My mind was blown and so I immediately scooped up two of them for myself (even though I have a designer on my team).
This got me thinking about the WHOLE promo package, so I’ve been working on creating these evergreen promo copy packs to go along with Nicole’s templates.
Each week, in addition to my weekly blog post, I choose a “promo” to focus on, free or paid, a collaboration or a summit, but oftentimes I don’t really have anything specific to promote, and I’m left racking my brain about what I should focus on. So to stop the guessing game, we create promo packs for each of our evergreen offers and freebies including promo images and copy that can be slotted into the calendar whenever I have an opening.
I created a process for writing the copy that goes into these evergreen promo packs, which I’m going to walk you through now. Go ahead and download my Evergreen Promo Copy Swipe File below!
When it comes to writing social media posts, there are three key ingredients:
How are you grabbing the attention of the person scrolling past?
This is the main text of the post.
What you want people to do after reading the post? Like click to read more or sign up.
The good news is that I’m making things easy on you with up to 84 recipes for these posts – 9 openings, 9 bodies and 9 call-to-actions which you can mix and match to create different variations of your posts.
The first step in preparing your offer for these promo packs is making a list of all your business’ evergreen offers. I want you to think about your paid offers that your audience could buy anytime, and also your main, BIG freebies that you tend to offer regularly.
For me, this would be things like:
PAID: Profitable Content Campaign Generator
FREE: Monthly Content Planning Kit
Next, I encourage you to create an offer docket for your promotion, whether it’s a paid one or freebie. Check out this blog post to get a full walkthrough on offer dockets.
We’re going to be pulling from this docket for the body part of your social media posts.
If you happen to have a killer sales page, you can pull content from there, but if not, I’d highly encourage you to create an offer docket.
How do you kick off your social media post? Let’s go through my nine opening ideas you can use to create an attention-grabbing angle for your audience.
Focus here on the problems your offer will inevitably solve for your audience.
Examples:
So, are you over not making your bed in the morning? Hanging on to that last ten pounds? Sick of never finishing up your sales funnel?
Make your audience pay attention by specifically calling out the problem they want solving.
Try starting with the flip side of the problem by focusing instead on the benefits solving the problem will bring.
Examples:
Are you ready to meet your soulmate? Want to get your kid doing their homework without having to nag them?
Your audience has likely tried other solutions already in order to solve their problems, so what we’re doing with this opening type is showing the audience what they think the solution or problem is, and then telling them what it really is.
I’ll use my book, Your Content Rebellion, as an example. People think that the issue with their content is that they’re not consistent and they’re too busy to get it done, yet what the problem actually is, is that they’re not having fun creating content so they’re not making it a priority.
Examples:
Think overspending is causing your money issues? Think again.
Think about this in terms of what would happen if someone didn’t take any action at all to solve their problem.
Examples:
What would happen if you wasted another year of not having your sales funnel in place? Are you going to put your vacation off another year (and likely one after that, too)?
Is there a stat or fact that would shock your audience if they knew about it?
Did you know… including stats around your topic (especially surprising ones) cause people to pay more attention?*
*probably not an actual stat
Hit them with a BAM, or a “so and so says” by using the inspiring words of others. Testimonials work great here too.
What will life (or business) look like after they solve this problem once and for all?
The key is to get them visualizing themselves having already accomplished the goal.
Example:
Imagine waking up 90 days from now with your book finally written.
Think about your audience and then literally call them out to draw their attention.
Examples:
Attention all up and coming entrepreneurs who don’t know where to start. Attention all-time starved moms who want to have time to fit their workout in.
Simple and straightforward, tell them the main point that the post is trying to tell them.
Example:
SAVE 50% ON ALL TEMPLATES UNTIL FRIDAY!
Once you have all your angles figured out, it’s time to pair them with the body text.
Here, you can pull from that offer docket you created or from your sales page.
9 Options for the Body Text:
What’s your freebie or offer? Plain and simple.
Who will find the best benefit from this?
What does this offer help people achieve?
What resolutions are this offer providing?
Limited time offer? Are there consequences of not doing this work?
Pull some testimonials or survey research.
What’s your story? What drove you to create this offer?
What are the features? How is this going to solve things for your audience?
What are common questions about your offer, or what do you hear a lot from your customers or potential (on-the-fence) customers?
This next ingredient is crucial. We don’t just want people to passively consume your posts, we want them to take action. To sign up or show up or download.
How are you going to get your audience to do the thing you want them to do?
As you can see, you can mix and match different parts of each ingredient to great a TON of options (84 to be exact) for your evergreen copy promo packs.
Now that you have all your evergreen promo copy (and hopefully your images too!), it’s time to think about where you’re going to store all of these promo packs.
This might sound like, duh, but organizing them well from the get-go makes actually using them in the future much easier.
Here’s what I do:
In each Google Drive folder for my offers and freebies (there’s a separate one for each freebie and offer), I created a marketing folder and then put copies of the images and a Google Doc with the promo copy (that way I can add more to it later if I want). Then I link to them from my content bank so I can easily find what I’m looking for.
Happy promoting and now there’s no reason not to promote one of your content assets!
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