1. REEL: “What a/your [your profession/title] really wants to tell you/you to know about [specific topic or desired benefit].” — “What a copywriter really wants to tell you about your sales emails.” This is your opportunity to be blunt, honest, and say the hard thing without pissing someone off. Obviously use class & discretion (don’t be too harsh), but use this time to start conversations you otherwise wouldn’t be able to have with clients/consumers.
2. REEL: Mirror neurons work even when activated through a screen. If you can get someone’s brain to experience and feel what it’s like to work with you, buy from you, or use one of your offers, you increase the chances they’ll actually do it. For this Reel, the hook is something along the lines of “Design a website with me,” “photograph an engagement with me,” or “make my 15-minute protein pancake recipe.” The video should be as close to “experiencing it” as it can get. Then always always always make it super easy to buy or book the thing while their momentum is high and their neurons are firing (hi automations!).
3. REEL: Hook: “I wouldn’t hire/pay me.” Followed by either a list of things you don’t do/offer (this is the silly route — like this post), a list describing the opposite of your ideal client/customer (“you want results overnight”), or a statement like “unless you want [desirable benefit/outcome you can promise].” This post works because it’s spicy, it makes someone stop scrolling and think “why would they say that?” and it gives you an opportunity to clarify who & what you’re for in a fun, lighthearted way.
4. REEL: Value-based & education-based Reels are NOT dead (idc what people online say). It just might be time to phrase the hook differently. Instead of “3 Ways To X” try something like “I did X and here’s what I want you to know” or “I’m a copywriter who works on million-dollar launches and here’s how I built my client list.” Instead of a basic “how to” or “X lessons,” try leading with your personal experience (being as specific as possible).
5. REEL: What’s a frustrating/annoying/blah experience your consumers or the people in your industry can relate to? Make a Reel poking fun at it and either sharing how you get through it/to the other side, or including advice for someone going through the same thing. Not only will this type of post most likely result in higher engagement rates (because people will be like “OH THANK GOODNESS IT’S NOT JUST ME”), but it will position you as a relatable person who understands how they’re feeling (plus, humor is one of the most powerful ways to connect & convert). Here’s a recent example where I did this.
6. REEL: “Talking had” Reels, or Reels where you literally speak to the camera (as opposed to doing a voiceover or audio), can be incredible for building credibility & starting conversations. Think of a pep talk or heart-to-heart you want to have with all of your potential clients/customers & give it to ‘em. You can go the sweet, sentimental route, the humor route, or just the straight-talk “here’s how it is” route. The goal is to make it seem like you’re speaking 1:1 and letting them in on an important thought, opinion, or nugget of info. Here’s a recent example of mine.
7. Reel: “I built/created/wrote your [X] so you don’t have to.” Value-based posts are not dead! To take it a step further, posts where you map something out for people—step-by-step—are not dead. I did this here, and this post got so many saves and shares. Why? Because I saved people perceived time and money by mapping out the whole thing. I say “perceived” because the majority of people will still have to book a copywriter or purchase a template to truly get these pieces in place—but at least they now know what they need.
8. Reel: “Did you know [insert compelling stat related to your offers]?” Example. You know I love letting data tell a story! Sometimes, you just have to sit back and let the research do the work. Dig into some stats around your industry or offer and make a Reel that essentially backs up why your offers are indisputably great. I could have easily said, “Your website matters, trust me!” But instead, I let the numbers do the talking (and they did—this post got saved & shared like crazy).
9. Reel: "I tested [industry trend] for 30 days. Here's what actually happened." Obviously, you’ll have to actually do the thing, but this type of Reel allows you to provide an honest, data-driven review of a trending technique or product in your field. And tbh, it’s kind of fun! We see this a lot with social media, “I posted a Reel every day for 30 days and here’s what happened.” But any industry can take this idea and run with it. Food blogger? Try a new recipe every day for a month. Health coach? Try a trending workout plan and talk about what happened to your fitness. The point is to 1) try something new your followers might also be interested in and 2) share your analysis (if you’re smart, you’ll somehow spin it to point back to your offers).