Today, I want to give you a thought inspired by a conversation I had with some of my clients recently. A conversation about a problem that affects every single one of us running our own business.
In this big, busy, online world, how on earth do you make your reader sit up and take notice of what you’ve got to say?
I challenged my clients to think about three questions, and today I want to share these questions with you too, to get you thinking about how you can start posting disruptive content.
What is disruptive content?
Disruptive content is content that is a little bit unusual, that will stop people in their tracks and get them thinking.
I often talk about using emotion in content – whether that emotion is a bit of shock or interest or curiosity. This is a really key driving force to get people to stop and engage with you.
Even if it makes that person think “hmm, I’m not sure I agree with that”, this means you’ve grabbed their attention! That’s what disruptive content will do for you.
By its very nature, disruptive content is strong and confident, and that means you have to be confident to use it. You have to be standing in your own authority, and you’ve got to put it out there in a confident manner. You’re not going to put out disruptive content that’s a bit wishy-washy – that wouldn’t be disruptive at all.
So how can you tap into that inner confidence and start rocking the boat with your content?
The three questions I asked my clients
If you can post something around these three questions, you’re going to have a piece of really effective disruptive content.
You have to be brave, and you need to pull up those big girl pants (or big guy pants!) and take to social media. But when you do, you will get noticed.
Question 1: What would your audience be surprised by?
What could you say to your audience that would really take them by surprise?
This could be really specific to your niche or it could be wider business-related. It could even be personal, it could be anything at all! Just make sure it’s something that will surprise your audience.
By surprising your audience, your post will make sure they pay attention. They’ll be intrigued to find out more about this side to you that they weren’t expecting, and that’s how you start conversations with people.
Question 2: What is the most inflammatory statement that you could make in your niche/industry?
What could you say that would really rattle some cages? Because if you can say that in authority, you are going to get noticed and remembered.
This is the whole point of social media: it’s about moving the stranger on the internet into a relationship with you where they eventually spend money with you. That’s what we’re all in business to do.
So can you put something into the world that is a bit inflammatory? There is a caveat to this, and that is that I urge you to use it with caution. But as long it is something you fundamentally believe in and you can say it in authority, then go for it!
Question 3: What do you have to say that breaks the rules?
I’m a bit of a rule-breaker and a risk-taker and I love going against the norm to do things my way.
Everyone knows what most people in your industry would say. We want to get you breaking out of the box, doing things your way.
So what do you have to say that breaks the rules or the norms in your industry?
What could you put out there that is going to rock the boat? By rocking the boat, you get noticed, people engage with you, and you will get remembered.
This is the whole point of disruptive content. It’s about getting your name known and your face remembered. So that the next time you post something, your audience really wants to read it. Or when you offer your next thing, they’re interested in it because they know you’ve stood up and spoken out for something you really believe in.
Why I love using disruptive content
If you’ve been following me for any length of time, you’ll have noticed that I use this type of content on a regular basis, but not all the time.
I use it on a regular basis because I like to shock people, and I like to get people thinking. I like to get people thinking because then they enter conversations with me. When they enter conversations with me, they get to know me.
That’s the bottom line. I’m using my content to start conversations that lead to relationships. Those relationships can go on to become buying and selling relationships.
Lots of people like to stay safe on social media and they don’t like to do this type of content. You can’t use it all the time, but it has its place and it can be used really powerfully.
So next time you’re wondering how to stand out, stick your head up above the parapet and tell the world “Hello! This is me!”
Would you like more help writing content that gets you noticed?
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