Are you tired of writing social media captions that just don’t work? Are you searching how to get followers?
Perhaps you have an idea of what to write, but nothing that you come up with is actually helping you to get followers, or generating inquiries or leads into your business.
Today I’m going to show a super simple, straightforward social media caption strategy that will help you get more followers. But … This caption strategy isn’t just going to get more eyeballs on your profile. It’s going to get you more sales. It’s going to ultimately help you turn those followers into buyers.
It’s this style of writing captions has allowed me to close a thousands of pounds of new business over on my Instagram, and I can’t wait to share it with you.
Before you even get to writing your captions, however, there are 3 essential questions you have to answer. Don’t skip this step! Knowing these 3 essentials beforehand is what’s going to make your captions effective.
3 questions to answer before you even start writing:
- Who is your ideal client?
- What is the “theme” of this piece of content?
- Where is the bulk of my content going to be?
Let’s look at each one individually.
Question 1: Who is my ideal client?
If you’re not super clear on your ideal client, then anything you do on social media (especially in terms of captions and copywriting) isn’t going to work because it’s not targeted enough.
Therefore, before you pick up the proverbial pen and start writing your captions, you need to get crystal clear on who your ideal client is. You should know them inside and out and better than they know themselves. Knowing this is going to allow you to create content that’s going to speak directly to them.
It’s a big misconception that “knowing your ideal client” means knowing their age, household income, and other similar demographic information.
Yes, it’s important to be aware of demographics – but ultimately, that’s not going to help you create compelling content. Rather, you want to focus on their psychographics.
In simple terms, demographics gives you an idea of who you are targeting, but psychographic is all about why people buy:
In particular, the things that you want to know about your ideal client are:
- What are their pains?
- What are their struggles?
- What problem are they having in their business that’s going to motivate them to buy from you?
- How do they describe that problem?
- How do they feel about that problem?
- What limiting beliefs may they have about your solution?
These are just a few things that you need to know about your ideal client in order to make everything you do on social media effective and motivate them to buy from you.
Question 2: What is the overall theme of this piece of content?
This must be clarified before you start writing because if you’re not clear on the topic (or the point you’re trying to make), then you will start writing a bunch of different things and try to fit them all into one caption! That is going to be overwhelming for the reader, and it therefore will not be convincing. It is just going to confuse prospects, and confused people aren’t going to convert.
SALES GOLDEN RULE:
Confused people don’t buy.
So, at this point you need to be really clear on:
- What you actually want to say with the caption
- What the overall topic or “argument” is going to be
Only then can you move on to doing the writing. Planning out the topics in advance is a wonderful way to organise.
For example, let’s say you’re doing three social media posts a week. You should know very clearly what the topic or the theme is going to be and you need to be strategic about that in each of those posts.
So once it’s time to sit down and write content, you know exactly what you’re talking about and you can just start typing your caption.
Question 3: Where is the bulk of my content going to be?
This is important because it’s ultimately going to determine the layout and structure of your content.
With an social media post, for example, you’ve basically got two options:
- A carousel post, informational graphic, or video with text The bulk of that content and information is going to be in the image, so the caption doesn’t need to be as detailed.
- Just a photo, simple image or video
This is purely visual, meaning that the bulk of your copy and your content is going to be in the caption. So you’re naturally going to have a longer caption.
It’s important to know which visual assets you are going to post. If it’s a graphic with a lot of text then your caption will be different than if it’s just an image.
Pay attention to this at the beginning and it will help you determine what you actually need to write in your caption. A good question to ask is:
“Would this image alone convert someone from a prospect to a buyer or from a follower to a buyer?”
If the answer is no, then that means you have to do more convincing in the caption.
Just know that your post isn’t going to work as a whole if you are just posting an image with a really short caption, because that’s not really doing any work in getting followers or converting prospects.
Made it this far? Great! Now that’s out of the way, you can finally start writing your caption.
3 Steps to Writing Killer Social Media Captions
There are 3 steps or parts to writing captions that get followers:
Step 1: The Hook
The first part is called the hook and is pretty much self explanatory: you need to hook people in! You’ve got to remember that when people are on social media they’re just scrolling and they’re not really paying attention, so you need to stand out and grab their attention.
The hook is basically the first 125 characters of your caption so you have only 125 characters to grab your prospects attention, and to stop them from scrolling and make them want to read your caption.
Really effective hooks are:
- A thought provoking question
- A controversial statement
- Calling out a mistake that your people are making
Here are some examples of hooks from my content: (find examples/screenshots).
Step 2: The Body
The body of your caption is going to do the work to convert prospects and to generate demand for whatever your service is. The way you do this is by highlighting the gap.
Now, what I mean by this is, let’s take your ideal client: they have a problem, and your service is going to be the solution to the problem they’re having, right?
They are at their Point A and they want to get to their Point B, but there is a gap between the two – their problem.
The purpose of your content should be to agitate that gap.
I don’t mean to do this in a scaremongering way! Just in a way that highlights the real problem that they are experiencing, and validates what they are feeling.
You can do this by giving them mini mindset shifts around their problem. This is what makes good content so effective; it gives value to the reader by highlighting their gaps and then shifting their beliefs around that challenge. Then, you present your service as the solution to that problem!
When you do this after an effective caption, it’s a lot more effective because the prospect is now aware of what the real problem is (highlighting the gap), you’ve built trust by helping them realise this (mindset shift), and now they are a lot more receptive to the solution (your offer). The purpose is for the prospect to read your caption and understand that they can’t really do it themselves, and that you’re the perfect person to help them!
Here are some top tips to guide you when writing the above:
Speak directly to your audience. Since you have already identified your ideal client, it should be easy to speak directly to them.
Pretend like you’re talking to a friend. Once we start writing captions, we tend to speak all corporate and all formal because we think we should sound like a robot, but that doesn’t work. You need to be authentic and actually engage your followers! Use everyday language, steer clear of jargon, really complicated words. Just keep it simple.
If you’re unsure if the tone of your caption is right, or if it sounds too complicated, then another rule of thumb is that a teenager should be able to understand your caption, someone without really any knowledge of your industry.
Now that you’ve done that, let’s look at how you can present your offer as the “solution” in the final part of the caption; the call to action.
Step 3: Call to Action
Please don’t skip this part! After you’ve done all of the hard work of creating a killer hook and social media caption, the call to action is what is going to seal the deal and actually compel people to take action and buy your service or reach out to you.
I was introduced to something called the “double call to action” by online entrepreneur Brian Harris, and it’s super effective.
A double call to action is where you lay out two types of call to action that achieve slightly different results.
- Engagement call to action. This encourages interaction and is going to be something like: “Save if you found this useful”
“Comment below if this was useful”
“Double tap if this resonated”
- Traffic driver call to action. This actually drives traffic to another place, whether that is to the link in your bio, to DM you, etc. Your second CTA will serve that purpose, so it could be:
“Click the link in my bio to download my free guide”
“Click the BOOK NOW button near my bio to schedule a call with us” etc
The reason why a double call to action is so effective is 1) because it’s like a double whammy and 2) it makes the second traffic driver call to action a little bit more natural because not just going straight in there with your shameless plug. You’re engaging the conversation first, and only then are you driving traffic somewhere.
And when you’re done, your caption should look something like this!