I'm about to flip your world of Instagram content creation upside down:

 

 

Before you run for the hills… hold on a sec, hear me out… this approach may just blow your mind and it's highly effective.

 

A while back I conducted an Instagram BootCamp. In that boot camp, I stripped Instagram down to its most basic building blocks.

 

What became glaringly obvious during the program and through the feedback I received was how often we overlook the small yet crucial elements of Instagram content.

 

One significant issue many Hosts grapple with is widespread on the platform, but it's often not given much attention: What's more important? Image or Caption? 

 

Sadly, most get the answer wrong. Time and time again I see posts from Hosts that have clearly been conceived from the viewpoint of, “I have a great image… what can I say about it?”

 

This is despite Instagram's CEO, Adam Mosseri, reinforces time and time again that “Instagram is no longer just a photo-sharing app.” 

 

That's why I've taken the time today to share with you my unconventional method of creating captivating Instagram Posts by turning everything on its head and put the Caption first.

 

Why? Because Instagram is a Magazine Rack. Every Instagram Post represents a magazine. Let that sit with you a minute & consider what you do when you’re waiting at the supermarket cash-out, for example.

 

I’d wager once you spot the rack right next to you, your eye is drawn to an attention-grabbing image.

 

You’ll then absorb the accompanying Headline.

 

You may even read the first lines of text beneath that headline before seeing something like: “Full article on page 7”.

 

If the magazine Editor has done their job well… you notice that it’s your turn in the queue, put the magazine on the conveyor belt and buy the magazine.

 

Instagram is no different. Your Ideal Guest’s scroll is stopped by an attention grabbing image or video.

 

They spot a compelling Hook (magazine headline).

 

They’re intrigued and read your value-packed, targeted Caption (the magazine article).

 

They finally reach the Call-To-Action that’s presented in return for that value ("Full article on page 7" implies “Buy it to Read It”).

 

They act on that call (purchase the magazine).

 

By turning the common content creation process upside down (and then reorganising the pieces), you can approach how you craft posts in the same way as a magazine approaches a front-page article.

 

So, just like a successful magazine editor, start with the article, the caption… and post like a pro.

 

Captions are everywhere on Instagram and you can't avoid seeing them. What's more, you shouldn't neglect the art of crafting them.

 

You already know that the only way to grow a truly engaged Instagram community is by delivering consistent value. But here's where it gets interesting: I've perfected a Caption Creation method that not only delivers value but does so in a way that grabs and holds the attention of your next potential guest.

 

Imagine leading your Ideal Guest from a captivating image to a compelling caption and, ultimately, to a 'Book Now' Call To Action.

 

1. A Journalist presents an article to an editor saying, “I wrote this article and think it’s perfect for your readership”

This is you writing your caption for your Ideal Guest. Remember: the Caption contains the real meat of the Value. This is the “good stuff.” It's what your Ideal Guest needs and what you want them to read. Keep it educational, inspirational, or entertaining. Above all, it must always be Valuable to your Guest Avatar.

 

2. The Editor agrees that it’s front cover material and Hands it over to their Editorial Team who then write an attention-grabbing headline for it.

You will do this by crafting a captivating Hook. Think of this as a magazine headline and you’re golden. Get this right, and you'll hook the casual viewer into reading on. 

Don’t forget: Instagram shows a measly 125 Caption characters under a post. Without tapping “read more,” viewers won't be able to see past your hook and read your value/article.

 

3. The Editorial Team will then lay the article out with its headline. Lo and behold… it won’t all fit onto the first page so they create their Call-To-Action.

You guessed it, you also need a Call To Action at this point. Remember: shy kids don't get candy. If you don’t ask, you won’t get.

 

4. Once all the copy-written pieces have been pulled together only then will the Editorial Team source an attention-grabbing image that backs up the Headline and the Article.

Yet again, you guessed it! This is when you do the same.

 

5. Finally, the Editor has all the pieces they need:

 

And all they need to do now is lay them out for the front page. You simply need to build your post, consider scattering a few Hashtags at the end and you’re done.

 

I guarantee that you'll be astonished by the positive impact of flipping the normal Caption-Creation process right on its head and treating your posts like they’re front page articles. If the benefits of doing so aren’t implicit, let me list them for you:

 

 

The Image leads to the Hook which leads to the Value which leads to the Call To Action… and ultimately to bookings.

 

To get the response you want, start by providing value to your Ideal Guest. Create what they need and then add attractive images to draw them to it.

 

In return, they'll follow your breadcrumbs to your Call To Action. Get started now and you'll soon have them eating out of your hands… why wouldn’t you?

Dare to be different,

Paul ✌️

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