logged
Boring
A few months ago I was riding across town listening to a podcast when Alex Hormozi said something that cemented an idea I'd had about how educational content really works online, but previously, couldn’t quite put my finger on.
It was something I'd already noticed in my weekly content reviews, and was searching for a way to describe it that makes it easy for other people to understand.
When he said it, it was like boom… that's it.
He says its declarative knowledge versus procedural knowledge.
Declarative knowledge is the stuff that makes people go, "Oh damn, I didn't know that."
Procedural knowledge is the stuff that makes people go, "Cool… another to-do list. I'll file that away for later." Which actually means never. And most people, when they sit down to write educational content, default to procedural (a.k.a boring AF).
I’ve also seen people on Threads saying storytelling always wins and educational content totally sucks and it’s useless now with AI and all that. But I believe educational content is essential to your success. And I think people are getting tripped up on teaching the wrong kind of knowledge.
They’re acting like Google, when then should be:
- Educating their readers along the customer journey from “I don’t know my problem yet” to “This person has the solution and I definitely want it.”
- Giving people a sample of what their offers are really like by inspiring one tiny action today that gets a noticeable result (which proves that they can get results on a larger scale).
If you can do all that in 500 characters or less, you’re not competing with Google anymore. Instead, you’re solving real problems, for real people, at scale.
All to say, most people are sleeping on educational content because they've only ever seen it done the boring way.
[CTA FOR ONBOARDING SEQUENCE]:
Which is why today's lesson inside the Influential Writing System is all about how to do it the right way. I just dropped a video walkthrough showing you how guidance content works and how to write your first one using a template I've already added to your dashboard.
Here’s the link:
Talk soon,
Kevin Hood