The Anita Siek Blog

Photo credit: @littledrill

Are you a business on Instagram that’s currently struggling with your captions cause you don’t wanna sound salesy? You’ve got the image. You may know what you want to say. But you’re stuck because you don’t know HOW to say it wIthout it seem like you’re being pushy. 

Well you’re in luck. Because in this episode I’m going to thrown down 5 simple content ideas to help you write instagram captions that are not sale-sy but will still work effectively to help you build real connection with your audience.

Before we dive into them though – I do want to start with a lil bit of housekeeping. 

1. First up. I want you to pause and stop looking at Instagram as a sales platform. Yes you’re a business. Yes you need to make moolah. And yes Instagram can help you generate leads. But it is not a sales platform. Nor should it be your only avenue to promote your product or service. It should only be ONE OF the content channels you use to appear, in front of your audience.

While of course it’s important to let your audience know how awesome your services are, what you do, and why your product may be the best in the market – if we were to dive into the psychology behind WHY we are on Instagram? The bulk of us are on it not because we want to be sold to.

We are there to stay connected, and follow and find brands or people that inspire us and excite us.

So yep – see it as a connection gold mine, not a sales platform.

2. Secondly. I want you to ensure you know your audience. I know this is the hottest phrase out there in the industry right now. “Know your audience”. But I mean really know them. If you’re a PT? Your audience is not from the ages of 25-60 who want to be fit. Go further. Who scares them? What frustrates them? How do they want to feel after seeing you? What is the ultimate result they want? Is it to feel fit? Or could it also be potentially if you are someone in their 60’s, to maintain independence?

You have to know them so well that you can almost foresee what they’re about to ask. Because it is only THEN that you know what they’re thinking, feeling, and wanting – and be able to craft copy and captions that speaks to them.

3. Lastly. Are you someone who writes a caption than backspaces it cause you’re like GAH. I’m not sure about whether this is right/sounds like the brand.

Then you sound like you need to first, get clear on your brand’s personality and TOV. This is particularly important if you’re a brand looking to scale. You don’t want to have it seem like you sound different with every caption. Or heck. Any of your content.

So make sure you’ve got that nailed. 

Alright. Now that the house keeping is over and done with. Let’s get right down to business. Here are 5 content ideas for businesses that won’t have you sounding sale-sy. 

1. Get Personal

This one’s particularly important for us service based businesses. 

As humans, we crave connection. It’s how we are all inherently wired. So. If you’re a business that wants to create a relationship with your audience, you have to get under the skin of what’s behind your brand and business. Instead of sharing only your work, share bits and pieces about you, your story, the brand’s story so they can feel more connected to your work. 

While it’s not for everyone – when you do share something personal about you? That’s when you cut through the social media noise and get human to human, and real with your audience.

Here are some ideas to get personal:

• A win
• A thought
• A struggle
• What led you to the path of doing what you do today
• Feelings about a certain subject matter
• Things not many people know about you/the brand
• Testimonials from Clients
• Taking your readers on a journey behind your thought process
• Specific things about you/the brand:
  • E.g. What does the team at <your brand> do when you’re not pedaling?
  • E.g. Day in the life of <X>
  • E.g. Individual Team Profiles – let’s get to know them!

This is about producing content that isn’t just about your product or service. It’s about the human side to business. 

2. Learn the Art of Storytelling

This one is relevant to both products and service based brands. 

To show you guys just how powerful storytelling can be.. Let’s play a little game shall we? What resonates more?

A list of ingredients to an ice cream that’s paired with an image of such ice cream? Or… a story of how a father took his little girl to the ice cream van to get her favourite ice cream?

Yep. That’s what I thought. Numerous studies have shown that when something is communicated to us in a story? It not only resonates but it has the power to plant ideas, emotions and thoughts into a reader’s brain. In other words, a great story can change the way your audience can feel and behave with your brand. 

And to take it up a notch? Remember to try not to simply story tell from just your perspective.

For example. If you’re a photographer in the wedding industry, don’t write a blog about how happy you are to have been part of the day, or the wedding venue, or you being part of something so special. That’s beautiful, but to go that extra mile?

Consider storytelling from the other way around. Tell their story.

How did the groom feel when his other half was walking down the aisle? How were the parents? Why was their wedding so special and why did they choose certain elements of their day? 

3. Listen, or e-listen

You have to know your audience, but no one said you have to be a complete mind reader. Get to know what your audience needs – by literally – asking them.

When you create value, and content based on what your audience needs? This not only boosts the likelihood of people engaging, sharing, liking and following you – but you’re inherently saying… “Hey! I hear you!”. People want to feel heard.

With everything becoming automated and digitalised – bring the old-fashioned back by honing into forming real relationships beyond the mere “insert emoji” or double tap.

Ask your audience what they want to know. And go and create it.

Whether it’s a blog, a video, a new feature to your product or servicer. Ask and allow them to be part of the co-creation journey and see you’ve paid attention.

For example, we leveraged a live poll with our audience who signed up to our first round of our 5 free e-lessons and asked what they wanted to learn about as the final lesson. We then took the most voted which was about Facebook Ad Copy and wrote up an e-lesson in 24 hours.

4. Remember your Difference

The fundamental thing that underpins a brand? It is its difference. And we’re not talking about just your logo or just your colour palettes, or your content – it’s your belief. Your why. And you need to be able to convey that. #CheersSimonSinek

Don’t just talk about work work work, or life life life.

Humanise your brand. People do business with people not businesses.

Remember what makes you different. Convey that through every touch point with your brand too, including the social media world.

Perhaps it’s the client experience that sets you apart. Or your ethos. Or your approach to XYZ. 

So here? Remember. 

Don’t just say how great, show it.

5. Give, give, give

This is particularly important in Social Media. Cause let’s be honest. No one likes the hard sell. You don’t. I don’t.

Especially if you’re a service provider – show them why you’re different through real value and your own insights. 

NOT what everyone else in the industry is talking about… simply regurgitated. 

Come on. That’s not original. If they are all talking about what the latest trend is for 2019… you can talk about what’s NOT a trend.

If you’re a product based business 

Give your followers and readers something they cannot find anywhere else. Is there a hack to better the life of your product? Has your brand ran its own experiments to establish XYZ

The phrase I always use here? Share something that is not easily googleable. 

So there you have it guys.  Majority of the time, we’re on social media to find inspiration, brands we love to see more of and to connect. Not so much be sold to on the face. So keep the golden nuggets above in mind next time you struggle to find your words on socials.

Want to get more copy, brand and content tips? Listen in on Brandfetti and follow me here and the team here.