Here are a few principles to follow in order for your content to be successful.
Can anyone be a good content writer?
The role of the headline to lead the reader in so that they will be curious enough to read on. Once we have the reader hooked, it is in the copy that we can persuade the reader that our product is worth finding out more about.
It takes years to be a great content writer however, there are a few timeless principles you should be familiar with.
Know your Audience.
You can’t write compelling copy if you don’t know who you’re trying to reach. Before you start writing, answer these questions; Who are you aiming your copy at? What does your product or service do better than anyone else? How does your audience think? What will inspire your audience to take action?
Action: Create a buyer persona for each area you are promoting so you really understand who you are connecting with and how they shop.
A good shortcut to finding the right headline is to use a search in Google. Google’s job is to match people with the item they are looking for. If there is nobody clicks on the search results Google knows that this item is not what most people were looking for.
Features or Benefits?
Use clear terms (not jargon) to describe the benefits of using your product or service so the reader is left in no doubt that your product is the only one that will do. The more differential benefits you can provide
What words should you use to grab your reader’s attention? What will cause your ad to stand out from all the competing ads? What does your product or service offer compared to your competitors? What metrics will be chosen to denote success?
Action: Be careful not to muddle features with benefits. To do this create a grid that conveys the what (product characteristics or features) and why (the value or benefits) of a product. Eg. An iPod feature is that it can store 1000s of pieces of music, but its benefit is that you have instant access to your complete library of music in your pocket.
Make your reader feel special
VIP, hand selected, specially picked, invited etc. will make your audience feel special and part of an exclusive group. Speak to your audience on a level they will understand and relate to them throughout the buying process.
Action: Think of ways you can make your audience feel special.
Try to put yourself in the shoes of your best customer, and what your product will provide for them, that way you’ll attract more customers like that.
Logic and Emotion
These two elements play a significant role in persuading your audience to buy. The copy for each product needs to elicit an emotional response from your audience; emotional moments that make them laugh or cry. Emotional responses have been proven to generate higher value, and more sales.
Action: Leave a mark on your audience’s heart and head. Be careful not to bamboozle them with facts and figures until they are ready – start by pulling at their emotional heart-strings.
Tell a Story
This can be a powerful tool as people love to hear a story that evokes emotion. It is an influential way of giving your reader a way of relating to your product and associating a positive feeling.
Action: Hit all the senses of your preferred audience by telling a story and and how they will feel/look after using your product. By telling a story, you will be able to connect with your audience and convince them to buy.
As a good content writer, you should have a swipe file library. Eg. Your competitors and the big boys.
Know your Tools
How will you get your message out there? Landing page, brochure, radio, social media, email, direct mail, etc.
Action: Be where your preferred audience will be. Make a list of places to show your content and the types of content you need to write. Eg. A landing page will not be the same as a Instagram post. Prepare content for each tool you use.
Don’t write boring content!
Your readers will not pay attention to content that isn’t appealing or useful. Write valuable copy your audience will benefit from; this will determine your business success.
Action: Create a list of questions your audience would like answered and answer them in a clear and compelling way for different marketing tools.
Summary
To be a good content writer you have to give people a reason to listen to you. To accomplish this, you can use stats, an authority or celebrity endorsement, but your best method is to put yourself in your readers shoes. Understand why they should listen to you. What makes you or your product special? Write with your customer in mind and you’ll be half way there.
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