In today's fast-paced digital world, content marketing is probably the most effective way for businesses to reach out to a wide range of customers and improve their sales. The main aim of every business, irrespective of how big or small, revolves around making more sales. Needless to say, a business without a steady sales flow is bound to hit rock bottom in no time. So when you are trying to market your business online, it is important to implement strategies that are effective in luring customers to your website, and keeping them interested. This is where the power of content writing comes in.
When it comes to content writing, there is a huge difference between content that drives in more conversions and content that just fills a page. Those who are in the content marketing field know very well how hard it is to develop content that sells. Not everything you write will actually help to improve sales. So, how can you create content that really sells?
The Problem - Decision Making - Solution Format
This is a very effective writing format that easily gathers the interest of your customers because it projects their journey. In this format, you describe the different problems and hardships your customer may face at one point or the other. You could pinpoint the numerous faults pertaining to the online business area, such as poor customer support, unreliable hosting services, language issues, etc. Every customer will have gone through one or more of these problems and so, they can easily relate to and understand what you are trying to explain.
Once you have addressed the pain points, explain the initial stages of the decision-making process to the customers. Finally, you move on to the advantages of doing business with your company, and what the customers can expect out of the partnership.
This writing format usually works all the time, as long as you know what you are talking about. To gain that knowledge, you need to be in constant touch with your customers, and know what they like and don't like about your business or product. By knowing your clients and understanding their requirements, you include all information in your engaging content that will attract more and more customers, which in turn improves your business sales.
Put Flesh on the Bones Format
A basic fact you should keep in mind before writing content for your business is that most of the time you will be dealing with impatient customers, who may not read everything you write. That's why it's crucial to make the first few lines of the content interesting and engaging. This will not only grab the attention of your customers, but also prompt them to read everything you've written. No matter what kind of story you have, it's the way you present it to the readers that determines whether you will get a large audience or not.
One way to get a large number of people to read your articles is to include some real metrics or data right on top, so the readers get a clear idea about the benefits of your business. Even if you don't have any real metrics, you could still keep your customers interested by adding customer/competitor statements or quotes.
Another crucial factor that helps competitive businesses stay in the market is social proof. The majority of customers simply follow the crowd, and rely on the feedback of others to decide whether to buy a product or not. A positive review or feedback gives them the confidence to make a decision,without having to rack their brains too much. So, when writing content, make sure to include as many customer testimonials and success stories as you can.
The Highly Devoted Protagonist Format
In order to make your content more attractive to an audience, you need to give it a human character. You should be successful in making the audience relate to everything you have written. Research indicates that most people are influenced by ads which tell the story of specific people, rather than ones that are purely data driven. Both examples put forward the same information, but people seem to understand the seriousness of the problem when they are presented with stories that paint a detailed picture. It’s one thing to tell your target audience what you intend to accomplish, but wouldn't it be much better if you can really show it? Letting your audience know who is handling their issues and problems is a great way to gain their trust and confidence.
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The Conversational Format
There's no denying that, as writers, we sometimes like to make ourselves sound better by using fancy, technical or scientific words. Ironically, no matter how technical you try to make it, the average online audience is looking for words that are familiar to them. When it comes to content writing for businesses, always remember that you are writing for a human audience and not for search engines. One of the basic rules of conversion-directed content writing is that you should reduce complicated words as much as possible, and avoid the use of jargon. While jargon cannot be avoided in some cases, try to use plain and simple language. For writing content that sells, make sure to use easy to understand words, short sentences, and short paragraphs. A simple way to do this is to write the way you talk.
A common misconception among writers is that business writing should be formal. While it is not necessary to use formal language, do make sure you write in a professional way. As long as you are not deviating from the main point, adding a pinch of humor to your content won't hurt at all. In fact, it is a great way to engage your customers.
Another important thing to keep in mind is the tone of your voice. Define your tone of voice in such a manner that people get the feeling you are approachable, friendly, capable of understanding their problems and are willing to provide excellent customer service.
The Visual Content Marketing Format
In addition to text based content, another factor proven to attract customers and stimulate online business growth is the use of visual content. According to statistics, ideas conveyed by means of visual aids are 43% more persuasive than words alone. By breaking up content with the addition of some compelling images, videos, infographics, screenshots or presentations, you are not only making it visually attractive, but people are more inclined to read through the whole post. This encourages them to browse further, and discover more details about your brand. The trick lies in your ability to develop high-quality visual content that clearly appeals to the target audience. If you succeed, there's no doubt the awareness of your brand and its reputation will increase very rapidly.
Web content is an important factor that determines the success of an online business. By incorporating any of the content writing techniques mentioned here, your post can pack the punch needed to convert the audience into potential customers. Now that you know how to write content that sells, get writing!
We hope these formats not only prove useful for your business, but also bring in more leads. You could always post your comments here.