The Know post is the first post readers meet. This is where they discover you, learn about your brand, and see their own problem named right on target. What they should feel is: “Aha, something new just clicked for me again today.”
The Know post sparks curiosity, spreads well and is easy to share on social media, so it brings new people into the funnel. There are more Know posts in the funnel than any other kind, and this is also the hardest kind to write.
Why the Know post is the hardest to write
The Know post is the first point of contact, and it forces you to fight AI head-on, on AI’s home ground: information. On pure information, AI is always faster and more complete than you, and people with information questions will go ask AI. The only thing that keeps them reading you is a human being’s point of view: the history you have lived through and the things you have really done.
In the Trust post and the Love post, you have the advantage of real work. In the Know post, the post needs three things: an understanding of your customer, a point of view only you have, and a creative way of saying it. Without them, the post turns ordinary and loses to AI. Then the funnel is blocked right at the door, because no one reads on to the Trust post.
What a Know post has
Every Know post has all three parts: curiosity, your point of view and one thing that sets you apart. A Know post is usually shorter than the Love post. Without what sets you apart, readers may never get to know you, and they won’t read on to the Trust post.
Where Know post topics come from
There are two sources.
- The questions that come up often when you talk with customers.
- Your own Trust posts. When you write a Trust post, you will run into many terms and basic questions: “What is this?”, “Why do I have to do this step?”, “Why do this first and that after?”. Pull those “what is it” and “why” questions out into posts of their own. The posts you pull out are Know posts.
Boundaries
- A Know post is not a step-by-step guide. That is a Trust post.
- A Know post does not sell the product. That is the job of the Love post.
- A Know post is not a roundup of general information, because that kind of post loses to AI right away.