Newsletter Subject
TSS #074: The #1 Reason Content Fails
From
justinwelsh.me
Email Address
hello@justinwelsh.me
Sent On
Sat, Jun 3, 2023 12:42 PM
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Why did these 2 nearly identical pieces of content perform so differently?
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Why did these 2 nearly identical pieces of content perform so differently?  â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â Read on [justinwelsh.me](=)â Read time: 90 secondsâ
â A big thank you to our sponsors who keep this newsletter free to the reader: The [Growth Memo]() is a newsletter dedicated to providing powerful marketing tactics & strategies that drive more sales. Get their [free swipe file breaking down over 21, 7-8 fig online businesses]() so you can steal their secrets. And by [ignosis](=), the data newsletter for all data & data adjacent folks. If you are ready to become more data fluent, regardless of your role, sign up for the [bi-weekly ignosis newsletter today](=)!
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Social media is a game of inches. Microscopically good decisions can add up to create content that goes viral, while a few poor decisions can doom the very same piece. Letâs dive into an example. Last week I came across two tweets that at first glance look nearly identical. But one tweet flew and the other one failed. Check them out here. Tweet 1: â
- 2,333 impressions
- 1 Retweet
- 15 likes Tweet 2: â
- 120,300 impressions
- 52 Retweet
- 661 likes Why such a drastic difference? CONTEXT. The opening line of Tweet #1 references a âPKM Stackâ, something Iâd never heard of. Turns out that means Personal Knowledge Management. Because I havenât heard of PKM, my brain tunes out immediately. The human brain hates confusion and loves comfort. So I scrolled on, unaware of how or if the content could be useful for me. Tweet #2, on the other hand, references a âTech Stackâ. And I know what that is. But still, why should I care about this particular tech stack? Miguel follows up the jargon with a reason: This is what heâd use for his next side project. Aha! Thatâs a huge piece of context that immediately tells me why I should care. If Iâm looking to [start a side project](=), Miguelâs hook gives me the quick context my brain needs in order to sift through all the internet noise. Miguel also follows his simple Tweet with a call-to-conversation (CTC) which got a ton of other people involved and sharing their tech stack for side projects. You canât share your PKM stack if you donât know what the heck that is. Similar content. Yet, so different. â Today's action step: Take a look at the next 2-3 pieces of your upcoming content. Does your opening line answer the following questions? - Is it clear [who Iâm talking to]()?
- Is it clear what Iâm talking about?
- Does the group from question #1 know why they should stop and read? These are 3 simple questions that can mean a 60x difference in the number of people who find value in whatever you create. If you struggle to understand how to create more (and better) content for platforms like Twitter & LinkedIn, check out my [Content Operating System](). 6,000+ students have used it to greatly accelerate and improve how they create & distribute content. And thatâs all for today, friends. See you next week.
â --------------------------------------------------------------- â Whenever you're ready, there are 3 ways I can help you:
â 1. [The LinkedIn Operating System:]( Transform your LinkedIn profile into a lead generation machine with The LinkedIn Operating System. This comprehensive course will teach you the system I use to grow from 0 to 400,000+ followers and $4M in income on this untapped platform. [Join 14,000+ students here.](â 2. [The Content Operating System](): A multi-step system for creating a high-quality newsletter and 6-12 pieces of high-performance social media content each week. [Join 6,000+ students.]()â 3. Promote yourself to 120,000+ subscribers by [sponsoring this newsletter]( (Booked out 6 months) â[Unsubscribe]( | [Update your profile]( | 30 E. Main Street PO Box 448, Accord, NY 12404-9998 â
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