How to Write Content That Converts Readers into Buyers
We are all aware of the ultimate goal of online business – to sell. The part which represents the biggest challenge is how to write content that converts readers into buyers.
Ones that converts readers into buyers.
High-quality content is what you need if you want your readers to do more than to scroll through the text and then click the X button. However, being aware of what you need is one thing but turning that into reality is where the struggle begins.
For that purpose, here are some of the most useful advice on how to create an engaging content which will get your readers to start buying. Let’s get started!
Write captivating headlines
If you don’t have a headline that attracts attention and makes the readers want to find out more you won’t even get a chance to win them over with your content.
That is why this is the first step worth mentioning.
The importance of a good headline can never be emphasized enough. Just think about every time you are searching for some information, you will always go for the article that has the most distinguishing headline.
James Daily, a content manager, and blogger at Brainished explains this in the following way:
“Experts believe you have five seconds (or less) to capture your reader’s attention when they land on your site. What comes down to those five seconds? Your headline mostly. Even if a reader randomly opened your page among many others, your headline needs to be the one which will get them to continue reading.”
AWAIOnline.com has coined a helpful theory called the 4 U’s. They stated that there are the 4 U’s you need fulfill if you want to ensure that your headline is efficient.
The 4 U’s are:
Urgency
Usefulness
Uniqueness
Ultra-specific
How to convert blog traffic.
Use them as your main guidance and get your readers excited about what they are about to read. The stronger their emotions are, the bigger are the chances that they will resort to making a perchance.
Make your content readable
According to the Nielson Norman Group, 79% of website visitors first scan the page they come across to see if it’s relevant to them and then start reading word-for-word.
Considering that, you need to have a well-structured content that appeals to their visual senses.
Besides getting their attention, readable content will also help you with your conversion rate. If you don’t keep your content consistent, they will only get distracted and leave, and organized content will get them more engaged.
During your writing process, it is highly advisable that you keep these writing suggestions in mind:
Use simple, easy-to-read language
Write in short sentences (1-2 sentences per paragraph)
Use subheads to portray relevance immediately
Keep design and color range simple
Use bold text when necessary (if you wish to emphasize)
If you need any help with creating readable content, don’t hesitate to use some online tools and services which will help you with your writing such as Text Fixer, TopAustraliaWriters, and Text Mechanic.
Converts readers into buyers … include a call to action
Convert leads to sales.
Don’t let your readers too much time to think about, always include a call to action and direct them where you want. That’s a good way to converts readers into buyers.
“While they are reading your content, most readers don’t have a specific goal. If you don’t take the lead and give suggestions, they can find your article informative and won’t proceed any further,” David Pearce, an SEO specialist at CanadaWriters says.
Keep in mind that a call to action needs to be implemented subtly. Don’t use “Buy now!” or any similar expression that seems commercial-like and intrusive.
Try to opt for a more friendly approach. For example, ask them for their opinion, or make a suggestion. You can do that by using constructions such as “Let me know how you feel about X” or “If you agree with me and you enjoyed the article, click here and find out more.”
You need to provide all the relevant information and an easy way to get to your product and services. The rest is up to them.
Create an emotional connection
People often tend to believe that they are completely rational but the truth is that we are mostly driven by our emotions, especially when it comes to impulsive decisions.
You will double your chances to sell more products if you reach out to the readers’ emotions.
Create content that will inspire them and make them feel like you gave them a new perspective on the world. They have to need what you offer, and emotions urge needs.
Take as an example Dove’s Real Beauty campaign. Their focus is on triggering women’s emotions by emphasizing that beauty can be found in all shapes, sizes, and colors. They are sending them a message that beauty has no norm, making women feel appreciated and that is why the customers will choose their products.
Help your readers to develop an emotional tie to your content and let them understand how your product or service will make them feel better and enjoy their life more.
However, to master this step you need to know for whom you are writing for. You need to understand what moves your target audience, what are their desires and wishes, to write a text that will fulfill its purpose.
Amanda Sparks, marketer and author of TopDownWriter gives another helpful tip on the subject: “One of the key emotions that convert is the sense of urgency. If your readers fall under the impression that they will miss out a good deal that will trigger the feeling of unease which mostly leads to an instant purchase.”
converts readers into buyers … build trust
Without any doubt, trust is the main factor that influences the sale. Use methods that will help you to establish a trustworthy way to convert readers into buyers.
If they consider you as a reliable person, they will feel less hesitant about whether they need your product/services or not. That is why you need to take an approach which will position you as their friendly advisor and just as the author of the text.
Clara Thomsen, a digital marketer at BestWritersCanada suggests applying the following strategies for that purpose:
Include product/service reviews
Use testimonials from clients
Guide readers through the decision-making process
Provide all the useful information supported by hard facts
Highlight the benefits of the whole targeted industry
Aside to the tips mentioned above, try to use conversational tone and style since being too professional will depict you as cold and distant.
Make the decision easier for the reader by positioning yourself as a thought leader and improve new sales as well as customer loyalty.
The bottom line
All of you who are serious about using content to grow your business, you need to be aware that the combination of entertaining content with content that converts is what will get you there.
We can’t argue that the demand for fresh, high-value content is high. However, if you invest time in creating it and use the suggestions we just mentioned, you’ll certainly reap the rewards.
Author bio: Natalie Andersen, chief content writer, and enthusiastic blogger. She believes that everyone’s life has to be the result of the choices they make but a helping hand is always welcomed.
So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is completely up to you. But believe in the effectiveness of word of mouth marketing created by remarkable customer service. And put it to good use.
It’s up to you to keep improving your creative marketing strategies. Lessons are all around you. In this case, your competitor may be providing the ideas and or inspiration. But the key is in knowing that it is within you already.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.
When things go wrong, what’s most important is your next step.
Try. Learn. Improve. Repeat.
Are you devoting enough energy improving your marketing, branding, and advertising?
Do you have a lesson about making your marketing strategy better you can share with this community? Have any questions or comments to add in the section below?
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed at how reasonable we will be.
More reading on marketing strategy from Digital Spark Marketing’s Library:
Mike Schoultz is a digital marketing and customer service expert. With 48 years of business experience, he consults on and writes about topics to help improve the performance of small business. Find him on G+, Facebook, Twitter, Digital Spark Marketing, and LinkedIn.
