Your business uses great graphics, and you are always posting online. Yet, you barely make any sales.
Why? Because of your content’s inability to create emotional movement.
In contrast, content that converts gets you more than attention. It builds curiosity, tension, trust and action.
So, to cut to the chase, here are 3 effective content writing tricks that can turn your passive audience into real paying customers.
Stop Teaching All the Time and Start Agitating the Problem
A big chunk of businesses that operate online always think that constantly bombarding their audience with tips and strategies is the solution. But how many businesses think about making their audience emotionally feel the cost of staying stuck?
According to Copyblogger, you know your content is great if it points out to the reader where the problem is. Copyblogger encourages you to always provoke a customer’s feelings and put into the daylight their pain points. Afterwards, it becomes easier for your audience to feel motivated to take action.
For example, there is a huge difference between a fitness coach who writes, “You need protein” and the one who says, “Imagine working out for six months and still hiding your body in oversized hoodies.”
The second coach is more likely to inspire action in their readers because they are pointing out a real pain point.
Use Tiny Stories Instead of Endless Advice
Have you ever sat in a classroom where most of the teacher’s focus is on hard facts and data from the book? If you have, then you probably dozed off because, as human beings, our brains are not wired for that. We need stories that keep us emotionally engaged.
Jennifer Aaker, a well-known professor of marketing at Stanford Graduate School of Business, has some great findings. She found out that the human brain is 22 times more likely to recall stories than bare facts and figures.
For example, if you are a bakery owner, don’t expect to get engagement if you only list different cake flavors at your shop. But imagine creating a Facebook post that describes a nervous customer buying a birthday cake at the last minute. That now feels more real and will get you more engagement.
As a business, always aim to tell stories, even tiny ones. The good thing about stories is that it sparks the imagination of your audience and it feels relatable to them.
3. Write Like You’re Talking to One Person, Not the Entire Internet
Most businesses operating online want to address everyone. But if your content tries to solve everyone’s problem, it gets you overwhelmed.
David Ogilvy, often referred to as the father of advertising, said something that you need to stick to your wall:
“ Every time you put your butt down to write for your audience, think of it like talking to a woman close to you at a dinner party. She has posed the question, ‘ I want to buy a new car. Which one would you recommend?’ What you write in your copy should be an answer to that question.”
But since most of us want to fit in with the corporate world, we try to use jargon that our audience will never understand. And they don’t understand it because it’s vague. It’s talking to everyone on the internet.
So, you need to always think about one specific person whenever you write a content piece online. Make it more conversational because that builds trustworthiness. Lastly, always use direct language because it creates intimacy between your audience and your products or services.
In Closing
Silent followers are not always uninterested.
Many are simply unconvinced, emotionally disconnected, or overwhelmed. Content that converts creates emotional movement, not just information. Businesses that learn how to connect, provoke thought, and sound human will turn far more attention into revenue.
If you still struggle with creating content that converts, you can get professional tips and strategies by following us @LangMax Communications
