People write content for several reasons. The single most important reason, however, is to produce results in the form of paying customers. This is not as easy as it sounds and many people get it wrong. Content that fails to convert is, at best, a waste of time and effort. At its worst, it can actually put people off your brand or product.
There are a few important guidelines for writing content that converts.
Answer specific questions and address objections
Many consumers have doubts and concerns when contemplating a purchase. They are also often overwhelmed by the many options available.
A good content writer needs to address these and assure the buyer the product will suit his or her needs. Help and guide him or her in making the buying decision. By explaining the virtues of your product and reducing any doubts he or she might have, it will make the decision that much easier.
Engage with your target market in a way that makes it feel you are on its side and understand its needs and frustrations. Explain how your product can help the market in this regard.
Always be honest and objective but promote your product in a positive light and illustrate the benefits to the reader.
Create enticing content
The content needs to be well laid out and easy to read. Use attention-grabbing headlines and make it easy to scan, use short paragraphs, and bullet points where appropriate.
Most people have short attention spans online. The sections that get their attention will be read in more detail.
Reduce distractions
Many writers and designers fill the copy with a range of buttons, advertisements, links, widgets, and other distractions. These take away from the focus of the content. When overused, they are distracting and will detract from the message. Keep these to a minimum.
Demonstrate the benefits
If the reader cannot clearly identify the specific benefits of the product, it will give him or her little incentive to buy. You need to clearly spell out and illustrate how the product will benefit the reader, how it will fulfill his or her needs, and what outcomes he or she can expect.
Know your target market
All this will be much easier if you have studied and understood your target market. This will help you identify the market’s needs and guide you in addressing them. This will also help set the tone and determine the word use required for the content.
Understand the pain points and what motivates the market and speak to these points.
Use social proof
Many studies have illustrated the amazing power of social proof, particularly with online marketing. Use rave reviews liberally. Customers put a lot of weight in the positive opinions of others. This will give your company and product credibility and shoppers will be more inclined to trust the offer.
Ask for the sale
Online selling is no different than face-to-face selling, and one of the golden rules is to ask for the business. The whole purpose of conversion copy is to get the business. Therefore, make sure you boldly and clearly ask for it. Do not be subtle and beat around the bush. You have a good product that people need; ask them to make a purchase.
Create urgency
If the potential client leaves the site without making a purchase, he or she may never return. It’s essential you create an honest and compelling sense of urgency to get him or her to make the purchase now. Offer incentives, free delivery, a gift or time-sensitive discounts but get the potential customer to place the order while you have his or her attention.
Get these basics right, target your content correctly, and you will have a good chance of successfully converting many of your potential customers.