In a sea of digital marketers, getting noticed is like trying to get inside the head of a needle. It is definitely not an easy thing that is why bloggers and businesses put a premium into writing persuasive content to hook the attention of their target audience. While a technically accurate, verbally-rich and well-written copy is the usual standard for print, it may not always be the case for digital writing. In this blog, I will share with you five helpful tips to write your content in a more effective and more persuasive way.
If you're a regular reader of this blog, perhaps you already know how I always repeat this: you have to offer something valuable to your audience. This anything of value can be something which gives a solution to their problem, answers their question, or offers a product or service which will make their lives easier.
Your website should be a giant lead magnet made up of smaller lead magnets implemented all through out your content. The goal is that every time your target audience visit your website, your content will be able to make them stay and keep browsing until they eventually convert. Marketing should be as subtle as possible. You only need to make them believe that what you are offering is something they need even if they did not really plan to visit your website in the first place.
When you are writing for the web, you are writing for a "lazy" audience who scan instead of read. This means that you have to make sure that your most important information and message is at the top of your webpages. Copy writing is different from literary writing as beating around the bush is not something you can do especially if you are trying to get the attention of people who usually do not have the luxury of time to read your entire content.
Being straightforward is also being subtle in your marketing tactics. You have to sell but it should not seem like you are selling. Readers do not like it when products and services are being shoved down to their throats. Therefore, do not use glamorous words. Focus on action words. Make your audience do something about what they get to read.
One of the main reasons why some businesses are having a hard time leading their target customers to convert is because their content is too technical. Just because your target audience is supposed to be knowledgeable about your niche doesn't mean that they won't get overwhelmed by the technical words which make the most out of every piece of content present in your website.
Part of giving your audience something they need is to make them realize it in a way that they apply what they are reading to their real lives. For example, if your niche is about technology, you cannot just flood your content with technological jargons that a normal audience may not understand. Instead, make analogies. Look for ways on how you can situate your product or service into the lives of your audience. Speak their language and be conversational. That way, you don't sound like someone who just wants their money but someone who knows and have what they need.
As I've said, web writing is writing for "lazy" people who scan instead of read. Therefore, writing in portions or mini blocks of sentences is better than writing full-blown paragraphs that will just bore your readers (or scanners). This is evident on how most web content are filled with headings. These headings are usually used to divide a full-blown article into mini parts and guide the readers on what subtopics can they read about from a single article. That way, they are more likely to read your entire content or most parts of it without getting overwhelmed by the amount of information in front of them.
One of the things that elevates web content with print is its interactive aspect. Audience likes reading or browsing interactive content with visuals that supplement the information being presented to them. Visuals such as photos, videos, infographics, slideshows, etc. add aesthetic value, tell a deeper story, and serve as "breathers" for text-heavy content. Websites filled with informative visuals like those which shows progress, proof, and statistics are more credible-looking and persuasive for readers and target customers.
Many brands and businesses today are investing on digital content and marketing mainly because most of the population are already living in the digital world. In order to keep up with the rising number of marketers online, brands and businesses have to also level up their content with the goal of persuading their target customers that what ever they are offering is something of value. Guided by the tips I mentioned above, I hope that you also get to level up your content specifically in writing persuasively and making your website the giant lead magnet that it ought to be.