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Develop Your Strengths, Not Your Weaknesses

Several years ago (in the pre-social media days), I was the director of sales and marketing for a software company. My job was to promote our software and to make sure that people, organizations, and state governments bought it.

I was in charge of trade shows, the website, brochures, press releases, and so on, not to mention selling the product all over the United States, as well as other parts of the world. I was making sales calls, traveling, designing, and doing things the sole marketing person in a company does. These were my strengths, and they were the reason I was hired.

Which is why my boss said I should develop my customer support skills.

“Why would I do that?” I asked. “I don’t do customer support.”

“I just think it’s important that you strengthen your customer support skills, since you don’t do it very often.” He added, “I may even have you start learning some coding.”

“So will the customer support team learn how to work trade shows and create brochures?”

“No, why would they do that?” he said, completely seriously.

His rationale was that, since I didn’t have strong customer support skills and I didn’t know how to code, I needed to learn or improve these skills.

It's important to get better at your strengths, rather than trying to improve your weakest areasI asked him if it wouldn’t be smarter for me to just focus on getting better at marketing or graphic design, and he said he didn’t think that was as important. I needed to be well-rounded and well-versed in everything the company did. (I was also the only one in the entire company that he thought needed to be this well-rounded.)

Your Strengths Make You Money, Not Your Weaknesses

I see a lot of companies make this mistake, whether large or small. They think they and their employees should be jacks- and jills-of-all-trades. Everyone should be a generalist. Everyone should know how to do everything. As a result, no one is great anything, they’re all just mediocre at a lot of things.

(It’s no surprise that these companies are not leaders in their industry.)

The pressure to be a generalist is especially high for entrepreneurs. We often have to do everything because there is no one else.

That pressure wastes more time and kills more businesses because we spend all our time doing the things we’re not good at, which takes us away from our strengths, which is how we make our money.

The dentist who spends four hours a week handling her bookkeeping and staffing requirements is missing four hours of billable time. That’s four hours’ worth of patients she’s missing out on. And if she tries to do her administrative stuff in the evenings and on the weekends, that’s just cutting into personal time, which wrecks her work-life balance, which is the whole reason she started her practice in the first place: to have a fulfilling personal life.

The bookstore owner who spends an hour or two a day handling his inventory and fulfilling ecommerce orders is losing the time spent dealing with face-to-face customers. To solve the problem, he’ll end up hiring someone to help deal with customers when he should really hire someone to fill orders and count inventory.

The consultant who spends three hours each week researching possible new clients instead of actually dealing with client work is losing 156 hours of productivity per year (3 hours x 52 weeks/year = 156 hours). That’s nearly an entire month of time wasted on not creating products or writing reports that help him get paid. In effect, he only worked for 11 months in a year.

In all of these cases, the business owner is spending time doing the things they don’t really need to be doing. Instead, they’re doing things that take time away from the things they should be doing. Their weaknesses are sapping their strengths and they’re losing money.

And instead of trying to solve that problem, they’ll find ways to improve their skills in that weak area. The dentist will invest in bookkeeping software and watch videos on how to use it. The bookstore owner will get better ecommerce software (and learn how to program it), and work to streamline the shipping process. The consultant will invest in business databases or lead gen software and spend more time writing the content needed to bring in new clients.

This is a terrible waste of time, and we need to stop it. This is where it makes sense to hire someone else to do the things we’re not good at.

The dentist can hire a bookkeeper to manage the books for 4 hours a week. The money she spends will be a lot less than the money she makes in seeing patients for 4 hours.

The bookstore owner can hire a college kid to handle the shipping and inventory. Let them streamline the process for you and figure out a way to make it more efficient, then they can teach it to the bookstore owner.

The consultant can hire a virtual assistant to do all the client research for him, even setting his sales appointments.

Don’t spend time or money trying to develop your weak skills. Hire someone whose strengths fill your weak areas so you can focus on getting better at the things that make you money. Try to become one of the best at the thing you do. Get great at your strengths, not slightly better at your weaknesses.

If you’re a writer, take writing classes or read books on writing. If you’re a graphic designer, watch design videos and practice on pet projects. If you’re a dentist, go to conferences and take continuing education classes. If you own a bookstore, focus on your customers and finding new ways to bring people into your store.

For the things you’re weak at, hire a professional to get it done. Hire the graphic designer whose work is continually growing. Hire the writer who creates great work. Work with the consultant who produces great results for their clients.

Trying to strengthen your weaknesses, especially those so completely unrelated to the thing you actually do, is a colossal waste of time and can have a negative effect on the growth of your company. Get better at what you’re good at and you can charge more and work less.

Photo credit: Stocksnap (Pixabay, Creative Commons 0)

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Sportswriters, Don’t Give Up Game Recaps for Social Media

I was listening to a recent episode of Jeff Pearlman’s Two Writers Slinging Yang, and his interview with Langston Newsome, a sportswriter with the Columbia (Missouri) Tribune. Jeff talks to sportswriters and other writers about the art of writing and state of journalism.

In this episode, Jeff and Langston discussed the need for game recaps — also called “gamers” in the sports journalism biz — and whether there was a need for it.

Langston said he thought gamers were worthless because “I’m not reading the 600-word gamer on any site anymore.”

Black and white image of a journalist. This is how I imagine old-timey sportwriters looked, pipe clenched in his teeth, holding an old style phone.
“Stop the presses, Jimmy! I got the scoop of the century!”
The need for gamers is an ongoing discussion in many sports departments, as sportswriters and editors struggle with whether they need to write a recap of the big plays and turning points in each matchup, or whether the networks’ and teams’ Twitter, Instagram, and YouTube accounts are filling the gap and shoving traditional gamers to the side.

As a social media professional, I can tell you that social media is not the panacea everyone thinks it is. As much as we think this is an online digital world, and we can do away with things like newspapers, libraries, paper books, and even sports gamers, we can’t. We still live in an old-school world that relies on old-school methods and old-school channels of communication.

Not everyone watches games live; they still want to read about what happened. Maybe they don’t live in the area where the game is broadcast. Maybe they don’t have cable. Maybe they had two games they wanted to see.

Not everyone pays attention to teams’ social media; they don’t see the updates that are happening in real time. Maybe they’re at work. Maybe they don’t follow the teams’ social accounts. Maybe they don’t have social media themselves.

Not everyone is online in the first place; they don’t have the ability to see those updates when they’re happening. Maybe they can’t afford a smartphone. Maybe they don’t have Internet access. Maybe they’re seniors who don’t want to deal with the Internet. (These are your biggest newspaper readers, and they’re part of the biggest demographic in the country; 97 million people born between 1928 – 1964.)

Sportswriters, don’t give up on gamers. There’s still a need for them, just as much as there’s a need for analysis and features.

Gamers are glimpses into the past, social updates are real-time, have-to-be-present highlights.

Gamers can focus on some of the smaller plays and interesting facts, social updates only focus on the big, big plays, not the little things.

Don’t Abandon the Old-School Just Yet

One of the favorite digital marketing stats that gets bandied about is that roughly 50% of the country never reads a newspaper. But that means that roughly 50% of the country still reads a newspaper, even if it’s once a week, even if it’s online.

According to a Statista.com report, as of May 2017,

  • 54% of people 60 years and older read a print newspaper at least once a week.
  • 44% of people between 30 – 59 read a print newspaper at least once a week.
  • Only 28% of people between 18 – 29 read a print newspaper once a week or more.*

* These are the people to gear digital news toward. They’re the ones looking at game highlights online and following teams’ social media accounts.

While the need for gamers may eventually go away, that day is not today. There are still plenty of people old enough to keep reading newspapers — there are 72.56 million Baby Boomers in the U.S., people born between 1946 – 1964 and another 24.44 million born between 1928 – 1945 — and they’re not embracing digital.

So sportswriters should keep writing gamers for as long as there’s a need and an audience. Don’t go by your own viewing and reading habits to determine what’s acceptable and wanted by 97 million other people in this country.

Besides, gamers help you become a better writer in the long run.

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Writing the Old Fashioned Way (GUEST POST)

Every so often, I will feature guest posts from writers who actually have important and interesting things to say. Irene Roth is a professional writer and writing coach, which means she really knows her stuff. When she offered an article on how to improve your writing with an unusual technique, I happily took her up on it.

The vast majority of writers seem to have a keyboard of some kind close by. Whether it is a tiny keyboard on our phone, tablet, laptop, or a desktop keyboard, we are quite comfortable with typing our thoughts out quickly and efficiently for later on. Typing on screens have become the new norm. Neither do we have to spend many hours retyping our material from longhand later on. We believe we can save time if we simply type our work right onto the computer screen.

So, let’s look at four ways that writing our manuscripts in longhand can actually boost our creative energies just by picking up a pen instead of typing on a screen.

1. We Will Remember What We Wrote

The act of writing longhand will help us remember more of what we’re taking notes on. This is crucially important when we’re doing research for our manuscripts. Typing is a far less neurologically complex process than writing. This is because typing is simply a mechanical movement. We don’t really seem to be engaged with our material as much when we are writing things down. Further, when we write, large parts of our brains light up, making the activity much more complex.

2. It Beats Writer’s Block

Most writers struggle with writer’s block some time in their careers. We all have different ways of dealing with this difficulty. However, one of the best ways to consistently overcome writer’s block is to change the way we write. So, for instance, if we typically write on the computer screen, we should switch to writing longhand. And from my years of coaching, I have discovered that writers believe that writing in longhand is the solution to the problem.

This is probably because writing activates different parts of the brain. Therefore, it can short-circuit a case of writer’s block quite quickly. After all, we are using different muscles in our brain to write longhand. This can potentially trigger a positive array of interconnected thoughts, ideas and memories which can reduce or eliminate writer’s block.

3. We Will Write More Clearly

Irene S. Roth, author of Writing the Old-Fashioned WayBecause writing by hand is slower than typing, it also feels more labor-intensive. Because of this, writing by hand is actually a great tool to learn how to write more concisely and effectively. We will be more aware of extra words that we use or if we used a wrong word. In addition, the amount of focus that it takes to put pen to paper also helps us create more complete sentences with better and more vivid scenes. When we’re typing on the computer, we will be much more distracted than when we write by hand.

We Will Revise Better

Revising is by far the hardest part of writing. Just because we completed a first draft of our manuscript doesn’t mean that we’re done. In fact, it’s usually the opposite. The editing process has only just begun. We are usually way too close to our writing, so it may be hard to be objective about our writing, making editing difficult. Because we’ll need to transcribe our handwritten pages to a typed manuscript, we get the opportunity to review every word we’ve written as we type it. This can also help us detach from our work. By the time we finish typing up our manuscript, we can rework passages of our work so that they are smoother and more precise.

Given all of these benefits, it is important for writers to try to write in longhand as often as possible. Not only will they enjoy the overall creative process, think more clearly, and write better quality manuscripts, they will enjoy writing and will look forward to coming back to their writing the next day. Who knows, we may just fall in love with it too.

Irene S. Roth has a Master’s Degree in Philosophy and Psychology from York University and is currently using her expertise to write for kids about empowerment and self-esteem. She has published ten nonfiction books for kids and teens and sixty-five books for adults as well as 2,000 articles and book reviews both online and in print. She has been running workshops at Savvy Authors on many different topics for writers. She also leads a very successful mentoring program for writers on Savvy Authors that is in its fourth year.

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Jargon Words Are the Hallmarks of a Pretentious Ass

As David Ogilvy once said, jargon words “are the hallmarks of a pretentious ass.”

And that’s how I feel when you use handshake as a verb when you mean to say “introduce.” Or a value add.

Too many business types, especially in the tech and social media world, can’t stop sounding like the Dack.com Bullshit Generator. They say things like “disintermediate bleeding-edge paradigms” and “synergize mission-critical infomediaries” without actually knowing what they mean.

(Seriously, go check out the Bullshit Generator and build your own sentence. Pick one term from each of the three columns, and you can generate phrases like “we matrix cross-media web-readiness.”

Here are 10 jargon words that we need to get rid of immediately

  1. A value add: From “value added,” which comes from “valuable.” Don’t make up a noun phrase when there’s a much better word available (see “on a going forward basis”). Like useful, helpful, vital, beneficial, prized, advantageous, and meaningful.
    2. Gill's Dictionary of the Chinook Jargon
    Gill’s Dictionary of the Chinook Jargon
  2. Drinking the Kool-Aid: For one thing, this is horribly offensive, since it refers to the Jonestown Massacre of 918 people in 1978. For another, the people who died in that mass murder-suicide drank Flavor Aid. But mostly you should stop using it since it mocks the deaths of more than 900 people.
  3. Onboarding: Sign up. Register. I hate this word so much that even though my spellchecker is flagging this word right now, I refuse to add it to my user dictionary. So it’s just sitting there, with a little red squiggle under it. This offends my sense of competitive perfection, but “onboarding” offends it even more.
  4. Frictionless: Easy. You know what’s easier to say than “frictionless?” “Easy.” It’s literally one syllable less. And if you ever say you have “a frictionless onboarding experience.” you deserve to be mocked openly by children. Just say “signing up is easy.”
  5. Learnings: They’re just “lessons.” There was nothing wrong with saying “lessons.”
  6. Learners: Students. You mean students — students learn lessons, learners do not learn learnings. If you feel funny calling adults in a conference breakout session students, then call them “participants” or “attendees.” I have never heard of a single example where “learners” was the best option.
  7. Handshake: I heard someone say they were in the business of “handshaking” companies together. At first, I thought she meant meeting new people. When she said it a second time — “we can handshake you to other companies” — I was worried she was having a stroke.

    8. A tweet I wrote about the jargon word "to socialize."

  8. On a going forward basis: From now on. Seriously, “going forward” was bad enough, but someone said, “You know what? That’s not complicated enough. Let’s add more words to it.”
  9. On the go forward. The bastard child of “on a going forward basis.” Seriously, I would rather you said “going forward” than to hear you utter this again.
  10. Socialize: Just say share. You socialize at a party, you don’t “socialize this data.” And if anyone ever says “socialize these learnings,” I’m going to scream.

Very rarely do bullshit words make effective jargon. There are some words that we use that started out as jargon words — Jeep, radar, scuba — but those are words that actually made communication easier. People got tired of saying “self-contained underwater breathing apparatus” over and over.

And I understand that we need things like acronyms and acrostics to shorten some industrial terminology, like how emergency responders have to go through “NIMS” training, which refers to National Incident Management Systems. No one wants to say that every time.

But until and unless you can convince me that “on the go forward” is better than “from now on,” keep your bullshit jargon words where they belong: in an iron box that gets rocketed directly into the sun.

Photo credit: Joe Mabel (Wikimedia Commons, GNU Free Documentation License)

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How to Work With a Ghostwriter

I’ve been a ghostwriter for over 10 years, working on blog articles and even books with people who have a story to tell. I’ve worked with dozens of clients and have written over 3,500 articles in that time, as well as eight books, including my new novel, Mackinac Island Nation.

My clients have ranged from CEOs of Fortune 500 companies to entrepreneurs running one-person operations, both in the United States and overseas, in a staggering variety of industries. I’ve been able to learn from all of them, and — I hope — they’ve been able to learn from me.

For those of you who are thinking about working with a ghostwriter, whether it’s for corporate blog articles or even your own memoirs, there are a few things you need to realize before you start.

It’s going to cost money.

A photo of hands over an old Compaq keyboard, like a ghostwriter.
You can tell this is an old photo (from 2004) just by the Compaq logo in the bottom corner.
Writers need to eat. We have to pay our mortgages. We have to take care of our families. We don’t write for the promise of royalties or the exposure. This is not a hobby, this is our job. And just like any skilled position, the better the writer is, the more it’s going to cost. Things will get done faster and they’ll be done better than if you go with the less expensive option.

So while many people who want to write a book have a fascinating story to tell, a good writer is not going to want to spend 3 – 6 months working on your book in the hopes that they’ll get something from your efforts. It’s impolite to even ask, so if this is your plan for paying them, either save up your money or start writing it yourself.

Typically, a ghostwriter will ask for half up front and half at the end, but my practice has been to ask for half of the fee up front, one-fourth when we reach the halfway mark, and the remaining fourth when the final chapter is delivered and/or the manuscript has gone through one or two rounds of edits. For corporate ghost blogging clients, I typically work on a retainer basis where there will be a set number of articles written each month, and the client is invoiced on the 1st.

Be prepared for some give and take.

This is a collaborative process, and the manuscript will be evolving and changing. When the ghostwriter gives you the first draft, that’s so you can make the big changes, like rearranging sections, clarifying details, and rewriting problem sentences. This isn’t the finished product, so don’t get upset that your writer just handed you a pile of garbage. Your job now is to go back and read it and make sure everything is correct and you’re satisfied with the direction this is going.

That first stage is also not the time for fixing typos and punctuation or spelling errors. That will come later. Like I tell my clients, there’s no point in polishing a turd, let’s make it a not-turd first. Make all the major revisions and changes before you start fixing the tiny errors.

Similarly, you will have to call it done at some point. Yes, you want this to be perfect, and you want it to be polished to a high sheen, but that’s not always going to be your ghostwriter’s strong suit. Their job is to write the manuscript, make some revisions, and get it to a reasonable state where a copyeditor could take it over.

So be sure to work out in advance how many revisions and changes you can ask for. No writer wants to spend 12 months polishing and changing your manuscript, so save your revisions for one major passthrough rather than trickling them in. Typically, you should be able to get to the copyediting stage with no more than two revisions. If you’re not getting there, then one or both of you are the problem.

Leave the mechanics to your writer

There’s a very good chance that you’re good at punctuation and grammar, but there’s a very good chance that your ghostwriter is a nerd about it. That means that they know whether the grammar rules we learned in school are totally bogus..

For example, I was working with a client who tried — rather smugly, I thought — to correct me on a preposition I had used at the end of a sentence. So I explained to him:

This is a rule that should never have been in existence in the first place, but it had been created by an 18th-century Latin scholar named Robert Lowth in his book, A Short Guide to English Grammar. Lowth had read a similar admonition in a commentary by a 17th-century poet and scholar named John Dryden.

The problem was Dryden and Lowth were applying Latin rules to English, even though English didn’t actually need a few of those particular rules. It has been unnecessary for centuries, and most grammar nerds will never expect someone to contort their sentences just to follow that rule.

I could tell by the reaction from the client that he hadn’t expected any of that.

“Oh,” was all he said, and he never brought up grammar issues again.

The moral of the story: When someone starts spouting 400-year-old grammar history knowledge, he probably knows when you can break the rules.

So let him.

Don’t feel guilty that you’re working with a ghostwriter

Look, if you could write, you’d be a writer. If you had the time, you could do this yourself. But chances are, you’re working with a ghostwriter because either writing is not your forte or you just don’t have the hours and hours to put in the work.

This is the same reason you don’t change your own oil, fix your own leaky plumbing, re-roof your own house, or do your own taxes. You want a professional who’s good at what they do so you can look great at what you do.

Once, when I was ghostwriting a speech for a client, they felt embarrassed to have someone writing for them, like they weren’t important enough to need a speechwriter. I told them it wasn’t a question of being important, it was a question not having the time.

“Do you have four hours to devote to this project?” I asked.

“No, I barely have four hours to do anything,” said the client.

“Well, I do,” I said. “This doesn’t make you too big for your britches, it keeps you from looking unprepared when you give this speech.”

This is true whether you need a speechwriter, blog writer, or book writer. It’s not a question of whether you’re too important or have more money than sense. It’s a matter of helping you present your best story, whether it’s in a book, your company blog, or even a speech.

You need a professional who understands the subtleties and nuances of language, can tell your story in a clear and compelling way, and can do it in a timely manner.

So if you ever need to work with a ghostwriter, be clear and upfront with your expectations, and ask your ghostwriter to do the same with you. Don’t get bogged down in the process and let them do their job, while you do yours.

Photo credit: hobvias sudoneighm (Flickr, Creative Commons 2.0)

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How to Use Storytelling on Your Social Media Campaigns to Increase Your Engagement

Every so often, I will feature guest posts from writers who actually have important and interesting things to say. Patrick Bailey is a professional freelance writer, working mainly in the fields of mental health, addiction, and living in recovery. He wanted to write about storytelling and social media, so I let him take a crack at it. At 1500+ words, I think he knocked it out of the park.

Patrick Bailey, a writer who specializes in mental health, addiction, and living in recovery. He wrote this piece on storytelling in social media.Even before civilization came to be and nothing was in print, humans were hard-wired to listen and tell stories. Stories became the backbone of many ancient cultures because they were passed on from generation to generation through verbal means. Traditions were built through sharing stories. Stories were written as books, and they became the time-enduring classics.

Now, we have the capacity to share and record stories in the digital world. With the use of the Internet, blogging became an avenue for ordinary people to share their stories whether it was something personal or related to their business. After blogging, social media became a tool for people to share the mini-stories of their lives.

That is just one side of the coin — in fact, there are many facets of storytelling that shows how much power it holds to influence others. In marketing, storytelling plays a big role in capturing the minds and hearts of readers and viewers.

What is storytelling in social media?

Storytelling in social media is quite different when it comes to those found in books, magazines, or even blogs. Since people have a shorter attention span when browsing through their social media feeds, it is important that our stories are concise yet captivating. Here are some of the characteristics of an engaging story in social media:

  • Stories should start with an attention-grabbing headline or first statement. The stories you post in social media should be interesting from the beginning. This is the hook that makes readers or viewers stay engaged.
  • Stories should be concise. Unlike blogs, people don’t have the patience to read page-long stories about you or your brand. It is important to be concise and only state important details in your story.
  • Stories should be accompanied with other multimedia forms. Although text can be engaging in itself, it is proven that multi-sensory experiences in the digital world can help users retain far more information: Include images or videos with your story.
  • Stories should have a strong call-to-action at the end. Before even creating a captivating story in social media, you need to think of your primary goal why you are setting up the campaign in the first place. Do you want people to visit your website? Do you want more email subscribers? Do you want them to purchase your product? Think about your goal and start making your story from there.

Now that we understand the characteristics of an engaging story in social media, how can we create one from start to finish? Here are some steps you can take.

Think about your audience persona.
Some stories may be interesting for a particular group, and yet some wouldn’t really bat an eye on the same topic. When formulating your story, think about the type of audience that your platform or business serves. This is called your audience persona, which means personifying the archetype of audience that you may have. Think of your audience persona based on the following characteristics:

  • Age
  • Gender
  • Socioeconomic status
  • Cultural background
  • Where they live
  • What they do
  • What their problems are
  • What they look like
  • What things do they need

These considerations can help you create a story that will be interesting to your target audience. Without building an audience persona, you may end up formulating a story with full effort and no engagement.

Remember the rules of capturing attention.
One of the most popular copywriting formulas called AIDA, which stands for Attention, Interest, Desire, and Action. These four pillars of effective copy can also be incorporated into storytelling. Now that you have established your audience persona, it is important to place yourself in their shoes. What would be a story that can capture their attention?

Many marketers would go for the first-person story technique. They can talk about their personal struggles which make them relatable to their target audience. This is very effective because people want to know others’ story and how they have succeeded.

For example a company called Mountain Springs Recovery focuses on addiction rehabilitation. They use storytelling campaigns through testimonials of others’ struggles in rehabilitation and how they have succeeded through the help of the company. This is a great way to tug to your audience’s heartstrings and make them read the rest of your story. Other attention-grabbing techniques include:

  • Sharing a short case study of your previous client. Ask permission from a previous client to tell their background and how they have achieved success through your business.
  • A story about someone who benefited from your business’ advocacy. If your business supports an advocacy (e.g., helping cancer patients, providing scholarships, etc.), share a short story of how these people have benefited from your business, and how others can support them by supporting your business as well.
  • Your own before and after story. If you are a professional who has experienced the same problems as your target audience, you can use your own story as a marketing tool. For example, a fitness coach can post his or her before and after results while sharing a story of their struggles and triumphs in the weight loss journey.

Remember what your teacher taught you.
Do you remember in literature class when your teacher would remind you of the parts of the story? Mostly, an engaging story or a narrative would include the characters, setting, plot, conflict, and resolution. You don’t have to elaborate too much when creating your social media posts. All you have to do is to keep them present when thinking about your story. Make it clear by introducing the main characters of your story (Is it you? Your client? A person you know?), where and when it happened, the premise, what the problem is and how the problem is solved.

Remembering these elements can help you create a formula that would always be engaging to your target audience in mind.

Experiment with multimedia.
Engagement is not just about using one form of media. Social media platforms such as Facebook, Instagram, Pinterest or Twitter have different tools to help create engaging stories.

This is where you can start experimenting. If you already have a small audience you can work on, try to create different types of content. Start by crafting your story accompanied by a photo, and in some instances you would want to shoot a video.

When you create social media accounts, engagement is counted as the amount of views, likes, shares, and comments in your content. If you notice that one form of media is more effective than the other, you already know what format of stories you would want to post in the future.

Essentially, focusing on the story format that your audience wants is the key to gaining engagement and social proof. As other people see that you have likes, shares, and comments in your stories, the more that they will be curious to see what your business is about.

Build trust — don’t rely on click bait.
Unless your ultimate goal is to get views for your business merely in your website or social media accounts, don’t exploit people’s attention through click bait. Clickbait is when writers over-sensationalize stories in order to get views.

It is best not to rely on this technique as it may cause people to lose trust in your business — resulting in bad comments, poor feedback, and eventually dwindling attention. Make sure your stories are genuine, and if you do promise something, be sure you can deliver. Do not simply make up stories in order to get future clients to sign up, then setting them for disappointment.

Utilize call-to-action buttons.
As mentioned earlier, an engaging story in social media must be built with a goal in mind. This goal is realized by creating a call-to-action. For blogs and websites, a call-to-action is usually done by posting a link or a sign-up form. However, social media is a little different because you can use buttons when you make sponsored posts for your stories.

A clear example would be Facebook sponsored posts. When you boost a Facebook post, you’ll notice that they will give you an option to place a button at the bottom of your sponsored post. Below your story, you can create a button that can make the users:

  • Message your Facebook page
  • Contact your business number
  • Visit your website
  • Shop in your built-in store

Whatever your call-to-action is, make sure that it is clear to your audience and they can easily access it through these buttons.

Create stories, engage your audience.
With so many businesses vying for people’s attention is social media, you can stand out by following these actionable tips in creating engaging stories.

Author Bio: Patrick Bailey is a professional writer mainly in the fields of mental health, addiction, and living in recovery. He attempts to stay on top of the latest news in the addiction and the mental health world and enjoy writing about these topics to break the stigma associated with them. Find him on Twitter at @Pat_Bailey80.