🤫 Mel Robbins has a secret

Hey, Paige here! Back with another creator deep dive. 

She’s one of the most respected experts in motivation, best-selling author and the voice behind America’s #1 education podcast. There’s a lot to learn from Mel Robbins, and it goes FAR beyond her famous 54321 method. 

Today we're diving into why you're blending in and how keeping "you" in mind will catapult your content.

@melrobbins

Just like a tulip, you’re designed to grow too. 🌷 If you’re sick of standing still or talking yourself out of the changes you want to make... See more

When you take a look (or listen) to Mel’s content, you’ll notice one choice she makes every single time. 

She put “YOU” at the center of the content. 

Have you ever noticed… Do you want to know why… 

Even when she’s sharing research, “you” is at the center.

@melrobbins

Start ACTING like the person you want to become. Even when you don’t feel like it. Because when your brain sees you taking new actions, yo... See more

And it doesn’t stop here — Mel’s podcasts are all spoken to a singular person. Her free workbook downloads all speak to “you.” She even signs her emails with personalized messages. 

Leaping out of the safety of plurality

You’ve worked hard to narrow down your audience — it’s easy to address them all at once. We get it — we used to do the whole “hey, content marketers!” spiel.

When you talk to the masses, you’re bypassing the ability to hone in and get specific. 

“You” should be more than enough.

Then, all that’s left to do is build unique, valuable content. Cake walk 🎂

You’re blending in — here’s what the science says

A study that tracked the social posts of 10 brands across 13 months revealed posts using second-person pronouns like “you” get significantly higher engagement across the board — likes, shares and comments. 

Why? It sparks self-referencing (simple terms: it prompts your audience to think of themselves). This has a TON of benefits, including stronger brand recognition over time, information retention and increased likelihood of audience action. 

Marketers aren’t getting it. 

The same study showed that only about 20% of brand posts use second-person pronouns. 

Tldr: Talking directly to your audience using “you” builds your relationship with them by leveraging psychology and most brands aren’t doing it.

Keeping “you” top of mind for better content

Try this: 

1. Write down your content idea. What value do you want to deliver?

2. Consider your ideal audience. 

3. Write directly to them as if you’re talking over a coffee break. 

Great content connects you with your audience and pushes them to share with their friends, family and colleagues (hello, power of DM’s and dark social). 

Ask yourself:

• Why are we making this? (Awareness/conversion/laughs)

• Who would share it? (co-worker/boss/friend/spouse)

• Who would they share it with? (co-worker/boss/friend/spouse)

Stop writing for the masses and slapping labels on your audience. 

Take a note from Mel: 
Create content for a single person. 
Invite them into the conversation using “you.” 
Then shift to the value you have to offer, talking to them, specifically, along the way.

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That’s it, ya’ll. Happy creating!

Paige Peterson
Newsletter Aficionado, Sweet Fish