Today our consumers are exposed to millions of web pages, blogs, posts, comments & tweets with more content than can be read in a lifetime. With so much information to take in, most of them just skim through to find pages that are most engaging & appealing. So how can we hold someone’s attention?
Conversational copy is one of the best ways of creating engagement with a reader. It sets a welcoming, familiar tone that invites readers in. And no! You need not be a copywriter to write a conversational copy. If you can hold an engaging conversation with a friend over a cup of coffee then you have the ability to write as well. If you are a marketing professional, business owner or an entrepreneur looking to build more engagement with your audience & build trust with community then this guide might be useful –
1. Uncover their pain
Obvious but still ignored. Most of them don’t follow this simple rule and end up posting what they want their audience to read rather than knowing what they would like to read. Ask questions and solicit response. In order to write persuasively, you must have a clear picture of to whom you are marketing in the first place.
- Who is this person you’re trying to attract into your tribe?
- What are their likes?
- What annoys them?
- What issue can you solve to keep them engaged?
Don’t be afraid to ask for permission to dig around in their heart and listen for the golden nuggets!
2. Front-load content
Front-loading content means putting the conclusion first, followed by the what, how, where, when and why so site visitors can:
- Quickly scan through the opening sentence
- Instantly understand what the paragraph is about
- Decide if they want to read the rest of the paragraph or not
When scanning through web content we don’t tend to read all the text nor read all the way to the bottom of the screen. As such, you may easily miss the conclusion if it’s left until the end.
So remember, conclusion first, everything else second! For a great example of front-loaded content, just read any newspaper article. The opening paragraph is always the conclusion of the article.
3. Tell stories
Stories rock! Stories build trust. Just like you do when you are chatting with your friend. When you tell stories, you lower the guard of your audience. And they have the power to engage your readership like nothing else. They’re also far more interesting to read than bland sales copy.
Think about how you can weave stories into your online presence. The people in your community will always want to hear your stories to get to know you better.
4. Clear, short and simple
Reading online is quite different from reading in print. For one, a screen causes concentration problems. Text can be difficult to focus on and flashing banners, bright images, and more can distract from the actual blog content.
Avoiding slang or jargon, using shorter words where possible, avoiding complex sentence structures and using active ahead of passive words – ‘We won the award’ is shorter and easier to comprehend than, ‘The award was won by us’ are few of the simple techniques that can be used to write a crisp yet relevant content. The average reader decides within a few seconds whether a website is worth exploring, so large headings can help grab the attention of readers and pull them into other content on the site.
You need to remind yourself what you’re doing is marketing. You want the reader to hold on to your content & respond. The response can take a variety of forms. Use words to paint the outcome. Take readers on a journey of discovery: from problem to solution, in simple steps. The best way to build cult-like resonance is to be generous with your knowledge! As long as you remember to identify with your reader’s problem you can’t really go wrong.