the key to a captivating caption (that attracts and retains attention without the melodrama)

Think about it: no one takes action - to sign up for something, to buy something, even to read something - unless it benefits them in some way.

This isn't selfish - it's human nature.

The starting place for any copywriter and content creator is then simple. Purpose.

Purpose is a BIG word. It suggests depth, complexity, distance.

Actually, it's the simple driver for all the actions we take.

In a moment, I will go downstairs and make a cuppa. 🍵

Why?

I'm thirsty - and my office is a little drafty.

Also, my mid-morning tea is a habitual comfort and gives me a break from the computer screen.

Long story short, there are various levels of reasoning behind every decision we make (whether that decision is active or passive, conscious or subconscious).

Reading your social media posts takes time. It takes effort. It requires a reason.

The biggest mistake I see small business owners making in their caption writing is not giving the reader a reason to read. 🎣

How could this be?

Well, the first sentence in your post is known in the marketing world as a "hook." This leads people to focus on attracting attention with melodramatic intros that don't fit with the tone of their brand or misaligned intros that don't lead into the actual content.

Obviously, not good.

You see, the hook on a fishing rod is not only there to entice the fish to bite. It's also there to help reel them in.

The hook therefore has three important components - and only one of them involves showmanship!

🥉 Intrigue

While many social media marketers make this mean sensational or shocking, it's actually about sparking curiosity.

- This can be done by beginning a narrative (we all love a story), opening an information gap (we also love to learn), or sharing something novel or unique about your work (ooh, insider info).

🥈 Topic

This may be stating the obvious, but you'd be surprised how many hooks either don't mention what the caption is about or don't naturally lead into this information. It's so disappointing when you're expecting something juicy or useful and you get something generic or unexpected!

- This is why you need a clear purpose for each caption you write: to make sure the hook is not only relatable and attracts attention but also related to what comes next and the overall message of your brand.

🥇 Benefit

Good content always recognizes and speaks to the benefit for your reader.

- You have your reasons to be posting this particular message today, but your audience need to have a reason to read it. What's in it for them? What will they discover about your work or learn about themselves?


The biggest caption writing mistake I see is lack of purpose.


👉 What's the point for you?

This doesn't always need to mean getting sign ups, website visits, or discovery call bookings. It could mean educating people about what you do, connecting over common interests etc.

Whatever it is, this purpose will inform the information you share as well as the CTA (call to action) at the end).


👉 What's the point for your audience?

This means really thinking about the reason people would want to read this caption.

How does this information, insight, or energy benefit them today? Make sure that is clearly laid out for them in the hook.


Now, it's time for tea.

I'm telling you this because it's true - and also because it helps to reinforce the concept I set forward in this post.

Maybe it will help you to remember that every decision we make has a purpose. However simple and seemingly insignificant.