Have you ever tried reading a story with only pictures? Everyone enjoys when a book has pictures to complement the writing, but it becomes rather difficult when there are no words because the interpretation is left entirely up to you. You try navigating the story and never really know if you are inferring correctly or not. That’s why even graphic novels and comic books have some kind of content to help the reader understand the story.
Content is an ever growing importance in the marketing world. The story you tell on your website can be the difference between converting a sale and just another view. As the online realm becomes more and more cluttered with different websites filled with similar information, great content can help be the differentiating factor that gets your website returning patrons and deflects the perception of “sleazy sales” website. When creating engaging and relevant content, there are many tips that can take your words to the next level. Blayzer Marketing has funneled these countless suggestions into 4 simple guidelines:
The more research conducted on the subject and/or target audience, the better your content will be. Research helps keep your information relevant and accurate and increases the credibility of your writing. Adding specifics like a real number instead of a general term like “hundreds” can also amplify the credibility of your writings. Research also works as a kind of Drain-O for writer’s block, which is a huge bonus. It’s always better to have a plethora of knowledge than to be rephrasing what you have already stated to fill space like you used to do with papers you wrote in school. Okay, maybe you didn’t do that, but I bet you know someone who did.
a great introduction
In the vast open waters of the internet, you need to be shiny to capture attention. A great headline and an enticing first sentence are great ways to bedazzle your page. An open loop technique creates curiosity which can draw in customers who would otherwise float on by. This technique basically dangles a “secret” or a solution in front of the reader without ever giving a full answer, just a hint here or there. It also asks more questions, heightening the desire for a complete solution. The first sentence has to be short and sweet, reaffirming the interest but still not giving any real information.
get rid of the fluff
Your content should be a lot like your first sentence: short and sweet. When you finish writing, read it out loud and have someone else read it and cut out all of the words that don’t help convey the message. If you can’t filter anymore but you still have a large body of content, you can make it easier to scan and understand by adding bullet points and subtitles. Remember how much you loved when your textbooks had those? And how much easier everything was to find and understand? Your readers will love it, too.
tell a story
I know this seems slightly contradicting to number 3, but this tip isn’t about filling your page with a nonsense story just to finish with “And now, buy our product!” This reverts to the beginning of this post, tell your story. Not only does this add interest, as do all of the previous tips, but this captivates and relates to your audience, forming a relationship between company and consumer on a deeper level than buying and selling. You can use a story to complete number 2, drawing curiosity and a desire for completion. A story also draws attention more than just another informative web page, but make sure it lines up with your original objectives.
Add more interest to your story by using fewer adjectives and more verbs. This shows your readers the story instead of just telling them. For example, between “The great news made her a happy girl,” and “The news filled her with joy, causing her to dance to no music,” the second sentence shows the amount of happiness through more than just words; it creates a picture. Using power verbs over passive verbs is another effective way to show and not tell. Notice the difference between “His heart was broken.” and “He felt his heart tear in half.” The second elicits a much more powerful and emotional response, connecting your audience to what you’re saying.
Utilizing this simplified list can develop your content into an intriguing tale your customers won’t be able to ignore. Blayzer Marketing can help further your story transformation.
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