How to Create Content That Converts
It can be daunting to create content for your business, because you don’t want it to be boring, unprofessional or ineffective. So it’s easier to avoid it altogether! Which is why I’ve created this article to give you the steps and confidence to write brilliant copy that connects with your customer.
1. What are you trying to achieve?
Your objective will help you to clarify what information you need to get the result you want, so start with the end in mind. Do you want to educate your customer about a particular topic? Persuade them to book an appointment, or download your e-book? Once you know what you’re trying to achieve, you can reverse-engineer you content to get there.
2. Know who you are writing for
If you speak to everyone, no one will listen. So speak directly to the person you are targeting. Get to know her, who is she, what’s her lifestyle, what keeps her awake at night? These insights will allow you to speak directly to her. When you tap into and use the specific words she uses, you create a stronger connection. Connection then conjures trust, and trust creates sales.
3. Think benefits, not features
Emotions make sales, logic bails. Of course, tell them about the product or service they will receive, but not first, or in too much detail. Instead, tell your customer how it will change their life, what your product or service will do for them and how it will make them feel. Turn their fears and frustrations into love and happiness and make them need your product or service.
4. Plan the structure
The flow of information is important. Start with the most attention grabbing information first and put the less important at the end. Think back to your days at school and plan what information you will include in the introduction, main body and conclusion. You have done this before, you will be fine.
5. The actual writing
Start writing, whether that’s with pen and paper, or typing it up, whatever works for you. Write clearly, don’t use big words and be concise. Don’t overload your reader with too much information, just enough to connect with them and get them to take action.
Write as if you are talking, make it sound like you (not a robot). Add something funny or quirky that the reader will connect with. If you are targeting stay at home mums, then write something that only she would understand to help build that connection. Let the pizazz and character of your brand shine through.
7. Edit and proofread
Go back and read over the content. Break it up with headings, use dot points and tidy up any grammar and punctuation. If you do not feel confident with the content, give it to a friend or editor to read and make some changes.
You can’t help someone or build your brand if you don’t press publish! Share your knowledge and love for what you do. Have the confidence to put yourself out there. If you’ve followed this guide, you’re already way ahead of most brands out there doing it on their own. You’ve got this, press publish!