The formula for writing captions that convert

What you write is at the heart of everything you do while marketing your business.

But if you're like most people, between trying to figure out what to write, how to write it, and when to write in a way that will convert, the struggle to come up with your captions is REAL.

Can I get an amen?

Even though I've worked in comms for over a decade at this point, you'd be surprised to know: words don't come naturally to me when I sit down at my computer either. I promise.

But, there's a solution to your social media caption writer's block. It's a simple 1-2-3 formula Megan from our team uses to come up with the monthly captions included in our ESV Insiders membership:

1. The Hook. 
2. The Insight.
3. The Call-to-Action.

The Hook
The hook is an enticing one-or-two-line phrase to draw someone in to your post, like hooking a fish. You can catch your audience's attention a few different ways:

Identify a specific audience. This could be something like, "Calling all cat lovers!" "If you struggle with _____, I've got the perfect solution for you."

Reveal something juicy. Yes, I said it. Something juicy that intrigues your audience like, "I have a confession to make." "Can I share a secret with you?" "You'll never believe this."

Ask an engaging question. If it's the first thing people see, they may be more likely to respond. So, try out a few like, "True or false: there aren't enough hours in the day." "Do you know how to do ______?" or the always engaging this or that: "Hot dogs or hamburgers?"

The Insight
Include 2-3 pieces of advice, inspiration or education that would be valuable to your idea client/customer. Set yourself up as the expert in your field, the ultimate go-to when they need what you have to provide. Your main focus should be to serve, and below are some ways to provide value through insights:
  • Give a helpful how-to tutorial
  • Share a behind-the-scenes of your business
  • Share the “why” behind what you do or how you got started
  • Provide motivation to tackle the day
The Call-to-Action
If you're looking for engagement, this is your time to shine. The call-to-action is an ending statement or question to invite your audience to do something. People don't generally do something unless prompted. Your ask can be big or small: "Read my latest blog post. Link in bio." "Are you A, B, or C?" "Are you an introvert or extrovert?" "Download my freebie ______." "Like if you can relate."

Try the formula out for yourself and tag us @esvcreative in your post! We'd love to see the magic you create.