White and Orange, No Shadow (2020)

The White label Comedy Blog

From the desk of the only Social Media, Digital Marketing and Creative Agency powered by Comedy

3 Steps to Explode Your Reach Without Spending a Penny on Ads

By Adam Hunt - Creative Director at White Label Comedy

Send your organic reach soaring - when you discover the RIGHT way to craft entertaining and engaging social media posts

Listen, you don’t need me to tell you that organic reach on social media has been plummeting in recent years. In fact, things have got so bad that many businesses have given up completely on organic social media marketing.

But what if there was a way to grab attention from brand new prospects…even if they don’t Like or Follow your page (yet). And what if you could get in front of this army of fresh buyers – for FREE? Well, the good news is you can! 

That’s because – with a small shift to your content marketing – anyone can turbocharge their organic reach and send their content viral. And I’m going to show you how in the examples below:

Notice anything? 

These posts are funny. And that’s because they express an unspoken and Relatable Truth. But here’s the thing. This unspoken truth must be a statement your audience agrees with – like,

…Ryanair is an awful airline. FACT!

…The train to Donegal never runs. FACT!

…The price of beer in pubs is astronomical. FACT!

Do you know what happens when you share Relatable Truths on social media? Your audience can’t resist liking…commenting…and sharing your content – because it makes them look good (and feel great) in front of their own connections!   

I call this the “Share and Declare” effect.

Because this kind of content gives your prospects a crowd-pleasing way to express who they really are. In other words, you’re handing them an entertaining way to say, “this is so me,” “this is so true” and “these are my beliefs.”

How to Harness The Share and Declare Effect to Expand Your Organic Reach

When you tap into the Share and Declare effect, you’re able to “ethically game” the social media algorithm – so your posts get seen by qualified leads outside your network. And here’s the best thing. Anyone can harness the Share and Declare effect to expand their reach.

It’s simply a question of following these simple steps – so you can uncover the right Relatable Truths to create comedy-driven content that sends your reach through the roof.

Step 1 - Know Your Ideal Client Avatar

The key to exploding your reach is to create content your audience can relate to. But HOW do you figure out what really gets your ideal clients fired up and ready to engage? The answer is research.

At my digital marketing agency – White Label Comedy – we’ve developed a gold standard approach to audience research. It allows us to create content that we KNOW – with almost mathematical levels of certainty – will resonate with our audiences. 

We call this approach the Relatability Matrix Method. Here’s how it works. 

Before we unleash our crack-team of content writers on a new client brief – our team of research boffins pull on their detective hats – and search for hidden clues through deep “Tone of Voice” research. This often-avoided level of deep research gives us pinpoint-accurate insights into our audience’s:

  • Fears…
  • Pain Points…
  • Desires…
  • Frustrations…
  • And objections…

…which tells us precisely how to speak to our prospects so they’re compelled to like…comment…and share our content. 

Step 2 - Uncover Their Relatable Truths

A relatable truth is a statement that’s guaranteed to trigger a “that’s so true!” or “that’s so me!” response. And it’s this relatability that makes people laugh…drives engagement…and boosts your organic reach.

But how do you identify these deeply relatable statements? 

Simple! You take your research, and you pull out the exact words your clients use to describe their problems and aspirations. 

Let me show you an example from a customer testimonial:

“Can anyone recommend a decent consulting agency? My current one seems to be holding back information to keep us on retainer…”

As you can see, I’ve highlighted the relatable truth in this customer comment. Here’s the relatable truth:

Many consulting agencies hold back from sharing their best advice, in order to hook clients into a retainer.

Now that you’ve uncovered your relatable truth – you can turn it into entertaining, engaging content in Step No.3! 

Step 3 - Turn Your Relatable Truth into a Thigh-Slapping Joke You Can Share on Your Socials

Once you know your ideal client avatar inside out…and once you’ve identified a Relatable Truth that will trigger a “that’s so true” response – it’s time to turn that truth into a joke!

Here’s the joke we wrote from the Relatable Truth pulled out in Step No.2:

How did we create this joke? We plugged our Relatable Truth into a proven joke-writing formula – similar to those you can find in Brands Against Mundanity.

Over the years we’ve identified dozens of simple joke-writing frameworks including the:

Positive to Negative Flip

Punchline pie chart

Popular saying punch-up

Or the mini script

So, all you need to do is take your own Relatable Truths…slot them into one of these winning joke templates…and watch your engagement and reach soar!

If you’re ready to get started sharing engagement-driving…reach-boosting content right away – why not grab a copy of Brands Against Mundanity. Each pack contains a bumper crop of our best social post templates, so you can generate comedy-driven content in minutes.

About the Author - Adam Hunt

Adam Hunt is Creative Director of White Label Comedy – the world’s only digital marketing agency powered by TV comedy writers.

Adam is a TV producer turned copywriter who loves it when brands make their customers laugh – but hates how rarely that happens.

Which is why he’s brought together TV’s best comedy writers – and the internet’s finest conversion copywriters to help brands of all shapes and sizes entertain, engage and sell.

When not helping brands entertain, engage and sell - White Label Comedy’s writers also craft jokes for these award-winning TV shows

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Brands Against Mundanity



White Label Comedy
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SE15 5SH

Tel: +44 20 8638 7073
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