This post was most recently updated on October 20th, 2017
Creating compelling content that converts is not easy. There is a secret to creating a mystique around with the magical wordsmithing in the content. Today, I am going to share the secret with you.
Content is writing that sells. It is free information shared on the blog or website to convert a prospect into a customer. Apparently, it has to be compelling. Your content should captivate the reader or target audience. It has to drive the reader to trigger the call-to-action. This can be achieved by seizing attention, showing current difficulty they are facing and bestowing them with mutually valuable solution-driven call-to-action.
So, how to create a compelling content? You don’t have to re-invent the light. Just follow the proven tactics and practices.
Let’s not waste time and jump right in.
4 Steps to Writing The Content That Converts
Step 1: Research Your Audience:
When I say “research your audience” I don’t mean to know that your audience is “man of age 30-35 years”. I mean a more ample research. For example, I am to write for the Website A. I have to go to the website and check what articles the site offers, what are the comments and if possible trace the reader and see what they are into. Peep into competitor’s website too. Soon you will realize that most content is around 2-3 random topics. Try to find one insight that you can contribute. Just, one insight. And write more appealing content for the same topic. Exclude guesswork or conjecture.
The catch here is, how to learn extensively about the target prospects? Learn about their personal background, their shopping habits, and their challenges. Answer few questions or problems they might be facing. Find solution accurately and efficiently (this will illuminate the benefits). Create a buyer persona that will fascinate and stimulate action.
Step 2: Magnetic Headlines:
Facts first: Statistics show that on average, 8 out of 10 people will read your headline copy, but only 2 out of 10 will read the rest. According to the Adweek Copywriting Handbook by Joseph Sugarman, the singular purpose of the all the elements in the content is to read the first line. And the goal of the first line is to read the next line and so on. So if the content is compelling, the Headline has to be magnetic. If your headline is poorly crafted, you are already dead. Again no need to re-invent light, just follow the proven tactics.
Now, if you are hard-core SEO follower, you will want keywords sprinted in the headline and your copy. But if you are petitioning the “write for humans” drive, you will naturally scoff at keyword research for headline writing.
Here is the fact. Keyword research is necessary. Keyword overload should be highly avoided. The proven tactics for headlines are:
- How to do something?
- How to win friends and Influence People?
- How an easy tweak can improve your Social Media Presence?
- How I managed to have a glowing skin?
- Number of ways to do something
- 9 ways to learn music easily
- 7 habits of highly effective people
- 10 Books you should read before you die
- 5 Steps to boost your social Media effectiveness
- The Secret of Something
Secret and Method Examples:
- 7 Secrets to a Healthy life
- The secret of converting a prospect into a customer
- Method to do something
What and Why Examples:
- What Every One Should Know About SEO
- What Every One Should Know About iPhone X
Step 3: Body:
The body has to be clear, concise free from any ambiguity. Write like you are talking to that one person you want to be your customer. Maslow’s Hierarchy of Needs tells you that human need called “Significance” dominates his psychology. Give the reader that top-notch feeling. And you will have good page session time. Reader engagement is a superlative quirk of the body.
The first line should be short that fascinates the reader to read the second line. The second line should take the reader to next line and so on and so forth. The first paragraph should be of 6-7 lines. These lines should tell the reader vividly about the difficulty he might be facing and how you can help with a resolution.
Be a storyteller. Rest of the body should tell a story of some difficulty that you or someone has overcome with the resolution provided right here. Talk about,
- Difficulties at general that people face
- How if no action taken can affect them
- What if you have unearthed the resolution that has been a miracle to many
- How they too can advance with your resolution
Include Sub Heading for every Paragraph. In the world of distractions, subheadings make it easy for the reader to scan the document and still get the point. Sprinkle your keywords in this part of the document. Don’t be clever. As when you act clever, you are caught. Once that happens you lose credibility.
Visual appeals have a lasting impression. Add images for better presentation.
Step 4: The Wrap-Up:
Your final words have to stimulate the sensory nerves of hands and hit that button – your call-to-action. CTA has to be clearly communicated. You want comments, social shares, and likes or purchase or you want the reader to subscribe. Tell them clearly. Don’t confuse the reader with multiple call-to-actions on a single page. Ask for either of them. Make sure to have your analytics handy. Analysing the reader’s habit will give you your next steps for skill-enhancement.
This article is written by Shanu Shah
Shanu Shah is Blogger and Publisher at Totaldreamer She loves to pen down her thoughts and imagination to the paper. She also offers other authors and poetry writers to publish their content to her website. Currently, she is working on an eBook and web-series.