Getting people to take actions from your content requires a deep connection with your audience.
We all know the need to implement the right tactics to capture the emotion that leads to those desirable actions. Provide valuable content, use ethical SEO (search engine optimization) tactics, give away free eBooks, free webinars, whitepapers, special reports, you name it.
But if you really want to elevate your conversion rate, you need to understand the art and science of content marketing.
You need to figure out what motivates your audience to click here and sign up there.
Why people give their emails away to complete strangers, follow every call-to-action and come back for more.
Let’s look at the 3 keys of creating powerful content to help you increase your product appeal.
Grab and Keep Attention
How do you read newspaper? How about magazines? Do you every sentence of every word from start to finish cover to cover?
If you do, that’s great, but for rest of us we scan.
In today’s drive-by attention grabbing culture, people do judge a book by its cover.
That’s why magnetic copy must have magnetic headlines that get people curious. It should always be organize around benefits, the “what’s in it for me” must jump out at your prospective customers.
This is why content marketing mimics the format of news with powerful headlines, sub-headlines and bullets. Simply put, human beings are wired to tune out advertising because that’s the natural of our brain to detect deceptions.
People have less resistance with news style formatted content than advertising that looks like, well, advertising!
So start getting into the mindset that you need to write effective copy in order to grab and keep attention.
Focus your coy on the results that your customer will get instead of what your product does or the fancy technology behind it. Research your customer’s behaviors, attitudes and demographics.
People only really care about themselves so keep your copy simple to the point and write in a way as if it’s you and one other person that are in conversation.
Your content can break through the noise if it’s interesting and exciting.
Demonstrate Social Proof
Ever since we’re little we associate ourselves with certain type of identifiers. Whether it’s the cloths we wear, the car we drive, the food we eat, the music we listen to, we’re obsessed with being part of a group.
This is human nature and the foundation of our society.
When people first land on your website or visits your social media profile they are looking for validation. The idea of social proof is all about perceived value of your influence and authority.
Who you are, what you do and why should people trust you?
You simply can NOT ignore the fact that people will form opinions in their own mind that reflects the perceived status of your stuff. You literally have less than 10 seconds to make an impression and that’s your instant reputation.
If you want your visitors to stay you must show them you’ve got the goods.
You can do this by leveraging testimonials and user-generated content (UGC) such as reviews or questions and answers (Q&A). Then follow up with some high value stuff that resonates with them right away.
Another method is to show the number of subscribers, comments, retweets or followers you have. The bottom line is that social proof is all about positioning.
Get Them To Take Action
So now you’ve demonstrated your expertise across multiple communities. The next step is to get your audience to take action.
Getting people to take action on the internet is all direct response marketing strategy with effective copywriting techniques. This means integrating measurable call-to-action that gets your visitors to do what it is that you want them to do.
It can be as direct as asking people to buy your product, contact you, input their personal information, share your content or leave a comment.
The trick here is that you must provide enough real value to earn the trust of your prospective customer so you can start building a relationship with them.
People are more likely to do what you ask if you’re open, honest and transparent.
Speak like a friend and stay relevant is the key to motivate people to take action.
The take away: Magnetic copy is about appeal and getting attention not about you or what you know. It’s about becoming your customer and getting people genuinely interested so they will want to know more, see more and take actions that you anticipated by design.
Your customers don’t want your product, service or sign up for anything. What they want is the solution to their problems.
Sure you can create content that appears to do that but ultimately magnetic content helps connecting the dots in all your information to drive out miscommunication.
Real effective content actually does help people and get them the result they want.
How about you? Are you creating content that sticks? Share your top tip for creating effective content in the comments.
My ideas are for motivated individuals to do extraordinary things. I write through personal experience, including lessons learned from failures and successes. I believe the road to success is paved with incremental actions from knowledge. And knowledge without actions is just potential power.