Back to Content Creation & Conversion
Section 2 · The MikeKnows Content Formula
Stop Pattern → Pain → Promise → Proof → CTA
Every post. Every video. Every email.
Traffic
Leads
Customers
Revenue
Why it works
Without a stop-pattern you get scrolled past. Without pain you're ignored. Without promise you have no offer. Without proof nobody trusts you. Without CTA you don't convert.
Outcome
Traffic
Leads
Customers
Revenue
When to use it
Use on every single piece of content — short or long, video or text.
When NOT to use it
Skip the hard sell CTA on pure 'authority' posts — but always include a soft CTA.
How to use it
- Write the hook (Stop Pattern) last — after the proof is ready.
- Name the exact pain in the buyer's own words.
- State the promise as an outcome, not a feature.
- Show one quick piece of proof (screenshot, number, quote).
- Close with one clear next action.
Examples
Reel
Stop: '99% of creators get this wrong.' Pain: 'You're posting daily and getting zero leads.' Promise: 'Here's the 5-line formula that fixed it.' Proof: a screenshot. CTA: 'Comment FORMULA for the template.'