Mission Brief:

Hi, today we are

• breaking down the difference between transformational & informational content

• why you tapping into change & emotion is the ONLY way to make winning content

• examples of fantastic transformational content

Let’s begin…

What Is Transformational Content?

Transformational content goes beyond providing answers. It connects with the audience on a deeper level, helping them:

1. Change their beliefs around the topic

2. Change their habits around the topics

3. Hits their heart & spurs them to action

Every content creator you actually trust makes transformational content.

While informational content tells people what to do, transformational content shows them why and how it will change their lives.

The Problem with “Providing Value”: Why Information Alone Is No Longer Enough

Search engines & AI can answer almost any question. Raw data & facts are a click away. Every f*cking influencer shares the same generic lessons.

Yet most new content creators think they’re “providing value” by just sharing these same mass produced pieces of information….

Here’s the truth:

• This won’t build an audience

• This won’t build an ounce of trust

• You won’t stand out among the sea of sameness

If your content doesn’t promise transformation, it WILL be ignored.

The Psychology of Transformation: Why It Resonates

People want to experience change. People live with their problems in the back of their mind all day, and are always looking for fixes. They consume content so that their dopamine spikes & they get a new rabbit hole to tumble down.

Transformational content taps into this innate drive by:

1. Creating Emotional Resonance: Stories and examples make concepts relatable and memorable.

2. Addressing Pain Points: It speaks directly to the audience’s challenges and provides actionable solutions.

3. Sparking Change: After watching the video, they will be a changed person.

This is value.

So, in a sea of boring ass information & slop content, you have a HUGE opportunity to stand out and attract an audience just by being the one person whoa actually understands what value means

The Benefits of Transformational Content

1. Stronger Audience Engagement: People are more likely to share, comment, and return to content that changes their perspective.

2. Increased Trust and Authority: When your content genuinely helps, your audience sees you as a trusted resource.

3. Higher Conversion Rates: Transformation inspires action, whether that’s subscribing, purchasing, or following.

How to Create Transformational Content

1. Understand Your Audience Deeply

• Why it matters: Transformation requires relevance. You must know your audience’s struggles, desires, and goals.

• Actionable Tip: Take time to actually speak with members of your audience. Don’t assume what they want to hear, learn from the source.

2. Focus on the ‘Why’ Behind the Information

• Why it matters: Information without personalized context is hollow. Explaining why a concept matters helps your audience connect on an emotional level.

• Actionable Tip: For every fact you share, answer the question “SO WHAT?”

  Why does this matter? Why will this help me? Always connect it back to a why.

3. Share Personal Stories tied to a Lesson

• Why it matters: Personal stories are the most effective way to make abstract ideas tangible and relatable. Lessons are evergreen. Combine the two to make ultra banger content.

• Actionable Tip: Share real-world examples or personal anecdotes that demonstrate the impact of the transformation you’re advocating.

4. Speak to Both Logic and Emotion

• Why it matters: People make decisions emotionally and justify them logically. If you’re just dropping naked data or “facts”, people won’t care.

• Actionable Tip: Pair data or facts with a narrative. Paint the full picture.

Examples of Transformational Content (steal these ideas)

1. Fitness Content:

   • Information: “Here are 5 exercises for weight loss.”

   • Transformation: “Here’s how just 5 exercises can help you gain confidence, feel energized, and take control of your health.”

2. Finance Content:

   • Information: “How to save $1,000 in 3 months.”

   • Transformation: “How saving just $1,000 in 3 months can help you achieve financial freedom and reduce stress.”

3. Business Content:

   • Information: “Strategies for better time management.”

   • Transformation: “Why mastering time management can help you grow your business without burning out.”

Conclusion: Build a Brand That Changes Lives

Content that transforms goes beyond the surface, creating a meaningful connection with your audience. By focusing on transformation over information, you’ll not only stand out in the crowded attention economy but also build a loyal audience that values what you bring to the table.

Start asking yourself: How can this content change someone’s life, even in a small way? When you shift your focus to transformation, your content will not only inform—it will inspire and create lasting impact.

Work with us

The Video Content Cohort is filling up quick.

If you want to learn how to plan, shoot, edit & distribute your first videos on social media (and get your next 10 clients in the process), check out the cohort here.

Popular Tools

Capcut: the most versatile editor for short content. Useful on both phone & desktop

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Canva: The easiest to use graphic design tool around. All our thumbnails & logos have been spawned from Canva. You can now make videos on it, too!

eleven labs: scary good AI voiceovers

That’s a wrap

You should probably burn this, now.