Metinas Soran

There's nothing better than having happy clients.🙂

Content is harder to create when it gets no engagement. It gets easier once it does. Stop treating engagement like a worthless metric.

The hardest way to convert and grow your brand isn’t by posting more. It’s by posting less.

“Likes don’t pay the bills.” Same as creating high-value content for no one.

Posted this banger for a client Here is why it did well: 1. IT TARGETS SPECIFIC PRODUCT CATEGORIES • It names the kinds of products the advice applies to, so the right advertisers can quickly recognise that it’s relevant to them. 2. IT GIVES A CLEAR FORMAT TO FOLLOW • Instead of saying “write better native ads,” it breaks the ad into parts, from the page and image to the result. 3. IT USES SPECIFIC EXAMPLES • Details like “46, mom of two, Dallas” and “Mom, what’s wrong with my face?” make the advice easier to picture and apply. 4. IT EXPLAINS THE PERSONA, NOT JUST THE PRODUCT • It encourages the writer to picture a particular person with a real context, rather than addressing a vague audience. 5. IT STARTS WITH THE CUSTOMER’S EXPERIENCE • The sequence begins with the problem and how it developed, before moving toward the product. 6. IT NAMES FAILED ALTERNATIVES • Asking what the person already tried helps the ad reflect the reader’s experience instead of pretending the product is their first option. 7. IT DISTINGUISHES PAIN FROM VAGUE ADJECTIVES • “Vivid details, not adjectives” is a memorable instruction. It tells writers how to make a problem concrete. 8. IT EXPLAINS THE PRODUCT’S MECHANISM • The checklist asks how the product works, giving the ad a reason to explain the solution instead of relying only on emotion. 9. IT KEEPS THE RESULT REALISTIC • “What changed, kept realistic” signals that the outcome should be believable, not an exaggerated promise. 10. IT MAKES THE POST WORTH SAVING • The checklist is structured as a reference, and “Bookmark this” gives readers a direct reason to save it. THE TAKEAWAY: Good ad copy doesn’t start with the product. It starts with understanding the person, their problem, and what they’ve already tried. Then show how your product can help.

If you ain’t posting content, you ain’t paying the algorithm to put you on people’s feeds. That’s why your engagement and impressions are low.

Good news: When you can shoot infinite DMs without getting restricted, that's when you know the algorithm loves you.

“How long should I test content?” Until you see others copying your or your clients’ content style, topics, or whatever. At that point, you’ve made it.

“Here’s how to make fancy hooks.” ❌️ “Here’s how to make hooks that solve X, so you don’t have to worry about Y, and why that’s better than Z.” ✅️ Your content shouldn’t give people an excuse to treat you as a one-time thing. It should be their nest, a go-to place to explore and rely on, above anything else.

If your content is generating unqualified, broke leads… It’s not “I’m unlucky. Maybe another time.” It’s a content issue.

Framework for going viral Verification - You are real. Add your voice Image - Add visual to back up/captivate Real - No copying, no faking. Just you Assertive - Don't stop clicking after a “no” Lame - Be more boring because others won't Your edge is right here.

How to find that one piece of content people will always want: Give them plenty of content they don't want.

Posted this infographic for a client Here is why it did well: 1. IT USES A CURIOSITY-DRIVEN HOOK > “A 102-year-old MASTERCLASS in unaware ads” makes people curious. Why is an advertisement from over a century ago still worth studying? > Use unusual examples, historical references o, or unexpected discoveries to make people stop scrolling. 2. IT CONNECTS OLD ADVERTISING TO MODERN MARKETING > The post takes an old advertisement and connects it to a concept modern advertisers still need to understand. That makes the example feel relevant rather than just nostalgic. > Find timeless marketing lessons in examples people might normally overlook. 3. IT SHOWS INSTEAD OF JUST TELLING > Rather than explaining what an unaware-market advertisement looks like, the creator shows an actual example. Readers can examine the copy themselves. > Use real examples to support your advice instead of relying entirely on theory. 4. IT LEADS WITH THE CUSTOMER'S PROBLEM > The original advertisement opens with “Why men crack...” rather than immediately introducing Postum. It starts with a problem the reader might recognise. > Lead with a problem your audience understands before introducing the product or solution. 5. IT UNDERSTANDS CUSTOMER AWARENESS > The advertisement doesn't assume the reader is already searching for Postum. It first talks about exhaustion, overstimulation and the effects of stimulants before presenting an alternative. > Understand what your audience already knows before deciding how to introduce your offer. 6. IT BUILDS THE ARGUMENT BEFORE PRESENTING THE PRODUCT > The copy spends considerable space explaining the problem and developing its argument. The product isn't the entire conversation from the first sentence. > Give readers a reason to care about the problem before asking them to care about your solution. 7. IT USES EDUCATION TO CREATE DEMAND > The advertisement explains its argument about stimulants and energy before positioning Postum as an alternative. It tries to change how the reader thinks about their existing habits. > Educate people about a problem they may not have considered before presenting your solution. 8. IT USES AUTHORITY AND SOCIAL PROOF > The advertisement includes an authority reference and a testimonial-style endorsement from Carrie Blanchard. These elements help support its sales argument. > Support your claims with relevant expertise, customer experiences and evidence rather than expecting people to take your word for it. 9. IT USES LONG-FORM COPY TO BUILD THE CASE > The advertisement doesn't try to sell everything in one headline. It uses multiple paragraphs to develop the argument, explain the product and build interest. > Don't confuse short copy with effective copy. Give complex buying decisions the explanation they require. 10. IT GIVES PEOPLE A CONCRETE EXAMPLE TO STUDY > The entire advertisement becomes a reference piece. Copywriters and advertisers can study its headline, problem framing, argument, proof and offer. > Create educational content people can revisit when they're working on their own campaigns. THE TAKEAWAY? Stop making every piece of content about your product. Sometimes, your audience needs to understand the problem before they even care about the solution. Educate them first. Then show them why your solution matters.

Engagement down? Decrease amount of posts you post Followers down? Increase amount of posts you post Both down? You gotta choose which one to save There is only one real metric.

2 ways to come up with irresistible content: 1. Use AI to come up with ideas people have never heard before. Or 2. Study what already performs well and what people are already talking about, then make it better if you can.

"Too many likes but none of them are buyers is bad." Not you who decides. The algorithm.

If your content goes viral, it doesn't make you an expert if... > You copied someone else's style > People have already heard it all before

If you don't care about engagement metrics, you aren't creating content you're proud of.

You shouldn't keep doubling down for too long on posts that did well because you're getting better every day. After a while, you'll look back at those posts that did well and cringe at them. Move on.