If you genuinely want to captivate others, you must learn the principles of professional content production.
Content creation helps you connect with people consistently and universally, rather than engaging in one-on-one conversations.
When you generate content, it remains in the virtual space.
Some may see your content on the same day, while others may become aware of it in the future.
Therefore, you must know what you want to produce.
Contents are generally categorized into four types.
- Textual content, similar to what you are currently reading.
- Visual content, such as infographics
- Audio content, akin to educational podcasts
- Video content, resembling business school lessons
Type of Communication in Content
More important than whether the content is textual, visual, auditory, or video is determining what message you want to share with people and how you intend to convey that message to them.
In this article, we delve into six models of the most common methods for conveying concepts in content production and provide our opinion on which method is preferable.
1. Top-Down Communication, Resembling Rulers and Kings
Speaking in this manner is only appropriate for rulers, kings, and dignitaries.
If it comes from someone who is not entitled, it is subject to ridicule and mockery.
Unfortunately, some individuals, by imitating dignitaries, believe they can communicate with people like them.
People accept someone who is genuinely great and behaves with greatness, even if they occasionally scold or reprimand.
It's like a father or mother who, having raised their child and completed kindness towards them, might get upset and scold them, even slap them in the face.
This type of rhetoric is not suitable for non-dignitaries and those who have done a lot of good for that person, and it is deserving of mockery and sarcasm.
We do not recommend this style of communication for merchants in content production, except in exceptional cases, as we mentioned.
2. Speaking in a manner similar to professors and teachers
These dignitaries, who are the apple of our eyes, employ various styles such as preaching and advising, encouragement and admonishment, threat and persuasion, command and prohibition, and so on, due to their esteemed position.
It is a style that still befits their status, and whenever a group of people considers you their master and teacher, you can benefit from this model, otherwise, it is not recommended.
3. A communication style resembling that of consultants or friends and acquaintances
Another mode of conversation is the one employed by friends and consultants when interacting with people.
Expressions such as "In my opinion, it is better to take this step"
Or "I feel that doing a certain action would be more beneficial and closer to righteousness" are used.
There is neither a command nor prohibition.
No assignment is given, and no request is made.
There is no reward or punishment.
We only accompany the audience by providing information that must be useful and beneficial, similar to the article you are currently reading.
This communication style is one of the best for merchants, especially newcomers.
However, a better mode exists, referred to as the fourth mode, which is considered the most beautiful, and it will be discussed at the end of this text.
After covering the fourth mode, we will move on to the fifth and sixth modes.
The fourth mode is talking from bottom to top, the opposite of the first mode.
This mode represents the peak of disdain and humiliation for a merchant.
Phrases such as "Would it be possible for you to make a purchase from us?"
Or "Please visit our website to save our business" exemplify this style.
If you buy from us, we thank you.
It remains only to make a plea to sell its merchandise.
Similar behaviors are observed in all shopkeepers who, in certain cases, resort to humility and degradation to secure a sale.
While the first mode, looking down, is disadvantageous for a merchant, this mode is even worse.
If forced to choose between kingship and beggary, do not lean towards beggary.
It is bad for a merchant to belittle himself.
Arad's entire effort is to create wealthy and dignified merchants so that they can prosper in the world, not to throw themselves into degradation for wealth.
Skipping this mode brings us to the sixth mode, which is speaking without rhyme or reason.
Speaking baselessly, such as the conversations of some people who, because they have no scientific knowledge about something, still talk about it for hours.
Baseless and undocumented talks that are only suitable for wasting time.
The most significant owners of this style are newly matured youth, so it is best to avoid this style as much as possible.
If you speak in this way, then say, "I am a merchant", the other person secretly says, are you a merchant?!
You can't even do the easiest tasks.
How are you a merchant, liar?
Preferred Style: Storytelling and Memoir
According to the author, the best style that contemporary people appreciate is storytelling, narrative, and memoir.
The evidence for this lies in the public's reception and enthusiasm for movies and TV series.
Whether historical or fictional, people enjoy both realistic and imaginative storytelling.
Have you ever noticed that when a character in a movie wants to talk for a minute, we get tired and say, "Enough already"?
People are tired of preaching, advice, counseling, and teaching.
They prefer to watch narrative films.
They are willing to watch 200 episodes of Turkish series but don't want to endure a ten-minute sermon.
People want to review real and unreal memories and stories.
They have become lovers of seeing more than hearing.
Just look at the comments on our own news.
When someone wants to give the best advice and guidance on a topic, we don't like it very much.
But when a person comes and starts telling a corner of their life with more attention, we read it more carefully.
We want to see what will happen to them.
For example, a few days ago, when the content of our dear merchant Mr. Mahdi Karimi titled "From Yazd to Isfahan and Achieving a Billion-Dollar Income" was posted on the site, what interesting comments it received.
How much joy Aradis expressed when they read your articles.
Interestingly, apart from Aradis, more than 200 people from non-Aradis were drawn to Arad's site by just this article through Google Discover, and they also became readers of this narrative of our dear merchant.
And from the same page 46 lead, it was obtained that they are eager to enter the business.
Learn from your Creator.
God, whose superiority cannot be described, when He wants to speak with His Prophet and bring these words into His book so that all people can benefit from them, in many words indicates storytelling and narrating His stories.
Right at the beginning of Yusuf chapter, verse 3, where He says:
"
نَحْنُ نَقُصُّ عَلَيْكَ أَحْسَنَ الْقَصَصِ
We do relate unto thee the most beautiful of stories
"
The Quran, as the word of God, is replete with stories and narratives of both virtuous and wicked individuals.
Our Creator has conveyed the majority of His teachings and admonishments in the form of stories, although He could have dominated us like a tyrannical ruler, commanding and inflicting punishment in case of disobedience.
Many films have been crafted based on these Quranic stories, becoming some of the most viewed in global cinema.
So, as long as possible, incorporate your words in the form of real-life stories and events that have occurred in your life when communicating with people.
If you want to talk about your products, share a story that highlights what you want to convey about them.
Pay attention to the speeches of top managers at Arad Branding, one of the reasons for the attractiveness of their words is their inclusion of captivating memories and interesting incidents that happen during their daily work.
Both traders and employees at Arad Branding experience a world of events during the day, making many of them worth hearing.
Anything that evokes emotions in you, even if it causes discomfort, can become a place for others to experience and learn.
This type of communication, whether in text, image, audio, or video form, is the best way to be seen and build a brand for yourself.
Our scientific article has come to an end, and you can go to the comments section, leave a comment, or close the page and exit.
And now, an unfinished story.
God has spoken about all kinds of human relationships in His book.
In the Quran, we have bad rulers and kings like Nimrod and Pharaoh.
We have bad people and nations like the people of Moses.
We have a bad mother like Noah's wife, who led her son astray.
We have a bad father like Azar.
We have a bad woman like the wives of Noah and Lot, and the wife of Abu Lahab, who is condemned.
We have a bad husband like Pharaoh and Abu Lahab.
We have a bad son like Noah's son and the brothers of Joseph.
But in the Quran, we don't have a bad daughter.
As a wise person used to say: because God knew that for His Prophet, only one beloved and valuable daughter would remain as a legacy, He did not include any words about a bad daughter in His book so as not to become the source of anguish for His Prophet.
And a group of the same community...
Remains for the day of resurrection.
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