How to Write Captions That Convert Into More Followers, Leads & Sales (3 PART FORMULA)
How to Write Captions That Convert Into More Followers, Leads & Sales (3 PART FORMULA)
True or False: There’s nothing worse than sitting down to post on social, only to be faced with that stupid, blinking cursor, taunting you from a blank screen.
It’s like it’s just sitting there… saying, “Oh yeah, we both know you need to be writing something creative that your audience is totally going to love right now… and we both know, you’re drawing a total blank.”
My friend, you are not alone. But here’s the thing: writing perfect captions for your social media posts that captivate and convert your viewers into followers, leads and sales doesn’t have to be scary.
In fact… it can actually be PRETTY SIMPLE. And today, I’m going to share a step-by-step formula you can use to take all the anxiety and overwhelm out of writing captions for your social media posts…
So you can spend less time writing them, and more time engaging with all the new followers, comments and messages they’re going to bring your way.
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When it comes to social media, the photo stops the scroll… but the caption is what converts. When you do it write, you can use your captions on any platform to connect with your audience… draw them into your world… and encourage them to take the next step by sharing your stuff, engaging in the comments, visiting a web page, or even making a purchase.
In this episode we're going to share our 3-part caption formula you can use to start converting more business on social, so let’s dive in.
Social Media Caption Formula Part 1 | The Hook
The whole purpose of your hook is to stop the scroll. When someone sees your post on social media, you get 13 milliseconds before they decide to stop & read, or keep on going. That’s it! 13 milliseconds!
Your photo is going to grab their attention, but the first line of your caption is what’s going to keep it.
So if you aren’t getting the engagement you want on your posts… it’s likely that people aren’t even slowing down long enough to read it!
This is where your hook comes in. You have to stop the scroll! Our two favorite ways to do this are by asking a question or creating a cliffhanger:
- Asking a Question:
When someone asks a question, our brains are naturally wired & conditioned to answer it. Asking a question with your hook opens up a loop your reader will NEED to close before their brain can let them move on. Let me give you a couple of examples:
When picking your questions, think of the pain points your audience is experiencing… and get inside their head by addressing the questions that keep them up at night.
We know our audience is working to grow their business on social media. Maybe your audience is struggling with their weight… or their confidence… or over finding healthy alternatives or solutions for their family.
Check out the video for an example of 3 questions we used in recent captions that got a ton of engagement and positive response from my audience. By reading these questions our audience says, OH hey, that’s ME! And then is excited to read more.
- Create a Cliffhanger:
The other way to write a hook is by creating a cliff hanger. Again, this is opening up a loop, a line of thinking, that your audience will feel COMPELLED to close before they move on.
A good cliff hanger will leave your audience on the edge of their seat. It often busts a myth, teases a ‘secret’ or starts a compelling story.
Check out the video to see 3 examples of using a cliffhanger in the hook of your post.
Social Media Caption Formula Part 2 | The Content
This is the meat and potatoes of your post. You want to take your audience on a journey here… help them have an ah-ha moment, or create a transformation. There are 2 ways you can do this VERY easily:
The first is to share a lesson or teach something valuable.
Think BULLET POINTS… like an outline, or a summary. I often call this microblogging, because it’s like taking the information you would share in a blog post or a video, and shortening it up. And again.. check out the video above for some great examples!
The second way to write the meat and potatoes portion of your caption is to share a story. You can share your own story, or the story of a friend, team member or customer that your audience would relate to. Your story can also be an analogy, or a memory, or a fun example that ties in with your post!
Don’t be afraid to get vulnerable here! Share a story your audience can relate to, by showing them how you used to be where they are right now, then how you overcame or are overcoming that struggle to get where you are now!
All great stories have 3 parts: The beginning, the transformation, and the happy ending. Share a struggle or a pain point, then share the moment or the method by which that struggle was overcome, and then share the result.
Also, don’t be afraid to tell the same story over and over again… mixing it up and focusing on different parts of the story each time. We have 3 core stories we use on repeat… always writing them just a bit different.
Social Media Caption Formula Part 3 | The Call to Action
You want your call to action to be congruent with whatever information you’re sharing. A call to action can be as simple as a call to like, comment or share a post, or a call to follow your account. Or you can be more direct and include a call to visit the link in your bio or reach out to you for more info.
This is the MOST IMPORTANT part of your formula, which is why we're devoting the entire next episode to Calls to Action… sharing when, where and how to write them on each popular social media platform, and giving you a ton of examples you can take and use for your own business.
Bringing It All Together
Writing captions is something you’ll only get better at by practicing. Create an evernote or a google doc where you can keep a log of funny stories, anecdotes, or ideas as you think of them. When writing your captions, talk as if you are talking to ONE single person, not hundreds or thousands of people. Imagine that you’re sitting across the table from your best friend… talking to them in your real voice. Hook their attention, share the meat and potatoes, then share how they can take the next step.
Writing social media posts to drive new followers, increase engagement, and even create sales, is great. But it’s only ONE SMALL PIECE of your overall business plan.
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