Creating content is easy. Write down a few words in your favorite text editor, edit your content and hope that your site’s visitors take action. Seems easy enough – right? Content that’s created for the purpose of conversions, whether it be selling a product or gaining subscribers to your email list, requires a touch of psychology. When you put the right techniques into action, you’ll transform your content without pushing away readers by being too sales oriented.
Let’s take a look at 7 tips that you can start using today to create content that converts.
1. Start With Emotional Triggers
Emotional triggers should always be part of your arsenal. When you add in emotional triggers, you’ll be speaking directly to the reader in a whole new way. Fear, hope and desire are among the most prominent emotions.
Sparking these emotions will help your content convert faster and better than ever before. Unsure of how this works? Let’s take a look at a few examples:
Fear
Fear can literally cause a person to remain in their home neglecting life’s duties. Marketers have been using fear to stir up a person’s emotions for the last hundred years. A great example of this is: We’ve all seen it before. She looks great at 30, but once she hits 32, lines and wrinkles begin to overcome her face. If you’re starting to see wrinkles, you need to apply XYZ once a day, or you’ll watch your beauty fade before your eyes.
Hope
Hope is the foundation of a person. People hope that tomorrow will be better. Hope makes people look for solutions, buy products and move forward even when they have doubt. Using these techniques, others have been able to boost their conversions by 300%. What’s stopping you from taking the leap and selling more goods in one month than you normally do in three?
Desire
The desire to be better or improve your own life is very powerful. For example: Wouldn’t you like to look better than you did when you were 18? With magic pill XYZ, you can look better, feel better and spend more time with your family instead of running on the treadmill. This is desire. Services and products should always have the desire trigger integrated into content.
2. Speak to the Reader
Readers don’t want an expert that has never shared the same problem or opinion as them. Content that converts speaks to the readers. When writing your content, you’ll want to:
- Relate to the reader. Speak to them directly.
- Let the reader know that you understand their problem.
Create a bond with the words you write. Readers want to be educated, but when you speak directly to their needs, you’ll create unbelievable content that’s unforgettable.
3. Throw in Reader-Related Personality
I’m guilty of this point, or should I say, I was guilty of this point. Clients would order content and many didn’t want me to add personality to their work. What did this do? Not only did I hate writing, but I also hated the work I created. When your content lacks personality, it’s boring and dull.
Not every piece of content needs to be a knee slapper, but it should have personality. Don’t be afraid to add personality to your piece, but don’t overdo it either.
4. Make the Matter Urgent
Want to make a conversion? Making the matter urgent to readers is one of the best methods to achieve fast results. Just look at marketing ads. Virtually half of the ads either have a “limited time” discount or an offer that will only be available for a limited time. After all, you’re special and this offer is just for you; however, it won’t last long.
Your words are a piece of art, and if you can make the matter urgent without saying “buy my product now, please”, you’ll find that conversions will rise.
5. Provide All The Answers
Why do people use Google? Every visitor your website receives is looking for an answer. Perhaps a person wants to learn to market their website, but they don’t know what to do. Well, you, as a marketer, can offer SEO, PPC, content marketing and a variety of other services to the reader. A few of the answers you’ll want to provide are:
- What is SEO, PPC and so on?
- How do these strategies work?
- What will each strategy offer in terms of benefits?
- Which method is best for who?
The more answers you can provide, the better.
6. Don’t Forget to Educate
You’re probably thinking that you’ll sound like a car salesman that people run the other way from if you add all these tips into your content. Actually, you don’t want to seem like a salesman. Instead, you want to add in these tips naturally and in a way that’s not pushy. Educating a reader is a must.
Content that converts not only incites emotions, but it provides substance to the reader too.
7. Call to Actions
Call to actions are one of my least favorite parts about writing. One client wants a strong call to action, while the next wants a call to action that is more of a strong point and doesn’t tell the reader to do anything.
A CTA, or call to action, must:
- Tell people what to do next.
- Entice the reader to act fast.
Everyone creates their call to actions a little differently. A few classic starts are:
- Subscribe/join now
- Download/Get
- Buy/purchase XYZ
- Click here/this link
Want an example of a proper CTA?
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Did we miss one of your go-to tips for creating highly converting content? Let us know in the comments below.
- These 7 Tips Can Force You to Create Content That Converts - November 19, 2014
- Why Poor Quality Content is Hurting Your Business - April 29, 2014
