Metinas Soran

There's nothing better than having happy clients.🙂

If you ain’t posting content, you ain’t paying the algorithm to put you on people’s feeds. That’s why your engagement and impressions are low.

Good news: When you can shoot infinite DMs without getting restricted, that's when you know the algorithm loves you.

“How long should I test content?” Until you see others copying your or your clients’ content style, topics, or whatever. At that point, you’ve made it.

“Here’s how to make fancy hooks.” ❌️ “Here’s how to make hooks that solve X, so you don’t have to worry about Y, and why that’s better than Z.” ✅️ Your content shouldn’t give people an excuse to treat you as a one-time thing. It should be their nest, a go-to place to explore and rely on, above anything else.

If your content is generating unqualified, broke leads… It’s not “I’m unlucky. Maybe another time.” It’s a content issue.

Framework for going viral Verification - You are real. Add your voice Image - Add visual to back up/captivate Real - No copying, no faking. Just you Assertive - Don't stop clicking after a “no” Lame - Be more boring because others won't Your edge is right here.

How to find that one piece of content people will always want: Give them plenty of content they don't want.

Posted this infographic for a client Here is why it did well: 1. IT USES A CURIOSITY-DRIVEN HOOK > “A 102-year-old MASTERCLASS in unaware ads” makes people curious. Why is an advertisement from over a century ago still worth studying? > Use unusual examples, historical references o, or unexpected discoveries to make people stop scrolling. 2. IT CONNECTS OLD ADVERTISING TO MODERN MARKETING > The post takes an old advertisement and connects it to a concept modern advertisers still need to understand. That makes the example feel relevant rather than just nostalgic. > Find timeless marketing lessons in examples people might normally overlook. 3. IT SHOWS INSTEAD OF JUST TELLING > Rather than explaining what an unaware-market advertisement looks like, the creator shows an actual example. Readers can examine the copy themselves. > Use real examples to support your advice instead of relying entirely on theory. 4. IT LEADS WITH THE CUSTOMER'S PROBLEM > The original advertisement opens with “Why men crack...” rather than immediately introducing Postum. It starts with a problem the reader might recognise. > Lead with a problem your audience understands before introducing the product or solution. 5. IT UNDERSTANDS CUSTOMER AWARENESS > The advertisement doesn't assume the reader is already searching for Postum. It first talks about exhaustion, overstimulation and the effects of stimulants before presenting an alternative. > Understand what your audience already knows before deciding how to introduce your offer. 6. IT BUILDS THE ARGUMENT BEFORE PRESENTING THE PRODUCT > The copy spends considerable space explaining the problem and developing its argument. The product isn't the entire conversation from the first sentence. > Give readers a reason to care about the problem before asking them to care about your solution. 7. IT USES EDUCATION TO CREATE DEMAND > The advertisement explains its argument about stimulants and energy before positioning Postum as an alternative. It tries to change how the reader thinks about their existing habits. > Educate people about a problem they may not have considered before presenting your solution. 8. IT USES AUTHORITY AND SOCIAL PROOF > The advertisement includes an authority reference and a testimonial-style endorsement from Carrie Blanchard. These elements help support its sales argument. > Support your claims with relevant expertise, customer experiences and evidence rather than expecting people to take your word for it. 9. IT USES LONG-FORM COPY TO BUILD THE CASE > The advertisement doesn't try to sell everything in one headline. It uses multiple paragraphs to develop the argument, explain the product and build interest. > Don't confuse short copy with effective copy. Give complex buying decisions the explanation they require. 10. IT GIVES PEOPLE A CONCRETE EXAMPLE TO STUDY > The entire advertisement becomes a reference piece. Copywriters and advertisers can study its headline, problem framing, argument, proof and offer. > Create educational content people can revisit when they're working on their own campaigns. THE TAKEAWAY? Stop making every piece of content about your product. Sometimes, your audience needs to understand the problem before they even care about the solution. Educate them first. Then show them why your solution matters.

Engagement down? Decrease amount of posts you post Followers down? Increase amount of posts you post Both down? You gotta choose which one to save There is only one real metric.

2 ways to come up with irresistible content: 1. Use AI to come up with ideas people have never heard before. Or 2. Study what already performs well and what people are already talking about, then make it better if you can.

"Too many likes but none of them are buyers is bad." Not you who decides. The algorithm.

If your content goes viral, it doesn't make you an expert if... > You copied someone else's style > People have already heard it all before

If you don't care about engagement metrics, you aren't creating content you're proud of.

You shouldn't keep doubling down for too long on posts that did well because you're getting better every day. After a while, you'll look back at those posts that did well and cringe at them. Move on.

Posted this for a client who's in ecom ads space Here is why it did well: 1. IT CHALLENGES A COMMON BELIEF > The post opens by saying a hook's job is not to explain the product. That challenges what many advertisers assume and makes them want to understand the alternative. > Challenge a common belief, then explain what people should do instead. 2. IT USES A CLEAR CONTRAST > “Your hook's job is NOT to” versus “Your hook's job is to” creates a simple before-and-after structure. Readers can immediately see the difference between the wrong approach and the better one. > Contrast ineffective habits with better ones to make your point easier to understand. 3. IT FOCUSES ON ONE SPECIFIC TOPIC > The entire post is about the job of an advertising hook. It doesn't drift into targeting, budgets, landing pages or other advertising topics. > Pick one problem per post and explain it properly instead of cramming in everything you know. 4. IT GIVES ACTIONABLE ADVICE > The list tells readers what a hook should do: stop the right person, create curiosity and call out something they care about. These are practical principles readers can apply to their next ad. > Replace vague advice with specific actions your audience can use. 5. IT EXPLAINS THE READER'S NEXT STEP > The post doesn't stop at getting attention. It explains that the hook should encourage someone to read the caption or keep watching. That connects the opening to what happens next. > Explain what each part of a piece of content is supposed to make the reader do next. 6. IT MAKES THE AD RELEVANT TO THE RIGHT PERSON > The phrase “the right person” matters. A hook isn't successful just because it attracts attention. It should attract attention from people who might actually care about the offer. > Aim for relevant attention, not just views. 7. IT USES A SPECIFIC TIME FRAME > “The next 3 seconds” and “second 5” make the advice concrete. Instead of saying “grab attention quickly,” the author gives readers a specific window to think about. > Use concrete examples and time frames when they help explain an idea more clearly. 8. IT'S EASY TO SCAN > Short sentences, bullet points and white space make the post easy to read on a phone. Readers can grasp the main message without working through dense paragraphs. > Format your content so people can understand the main points quickly. 9. IT ENDS WITH A MEMORABLE CONTRAST > “The product can wait until second 5. The scroll can't.” The closing lines summarise the whole argument in a way that's easy to remember and repeat. > End with a short line that reinforces the main lesson instead of letting the post fade out. THE TAKEAWAY? Your hook doesn't need to explain everything. It needs to give the right person a reason to stop, pay attention and keep reading. Then the rest of your content needs to deliver on that promise.

Your job is to not post what everyone talks about and agrees on just to go viral. Your job is to disagree with what they agree on so they no longer agree.