Write Content That Brings Your Customers Into the Action
Reprinted with permission. Robin Nobles, the Idea Motivator (see www.sew-wrc.com/idea-motivator)
In yesterday’s post, we talked about using the five senses in our Web site content. Today, we’re going to talk about writing content that will bring your visitors into the action of your content.
For example, in sales copy, we know to write about benefits versus features. Your visitors want to know the benefits of that mountain bike (reduce stress, get out from behind the desk and enjoy the great outdoors, fitness, speed, etc.) versus features (29″ wheels, Tektro Alloy Mini V-brake, Alloy fork w/rack mounts, Atomic 13 R Double Butted Aluminum, RE2P Geometry, etc.).
However, let’s take it a step further by putting your customers into the action. Fiction writers do this all the time, to where you forget what’s going on in your life and focus on the “setting” the fiction writer has created for you. The same thing can be done with creative writing.
Listen to this wording from a bicycle Web site:
“Bicycles are simple, elegant, efficient and fun. A bicycle can take you back to your childhood, be a vehicle for exploration and adventure, or simply give you a fun way to get to the local coffee shop. Whatever aspirations you have for riding a bike–fitness, commuting, racing, or just cruising with family and friends–Raleigh has a bicycle that’s right for you. We understand, because we’re out there for the same reasons.”
Isn’t that phenomenal? Notice the nostalgic angle? This copy appeals to those who are interested in fitness, those who commute to work, and families. It appeals to the adventure crowd, the racing crowd, and the crowd that likes to hang out with friends in local coffee (or other) shops. They describe bicycles in the simplest of terms, which is extremely effective.
This Web site has many target audiences, but they’ve managed to mention quite a few in that copy. They’ve put their customers into the action by appealing to them personally.
Use words that bring your customers into the action of your content. Make them feel like they’re part of the “scene.” When you do, the “Buy Now” button becomes a NEED rather than a WANT.
In yesterday’s post, we talked about using the five senses in our Web site content. Today, we’re going to talk about writing content that will bring your visitors into the action of your content.
For example, in sales copy, we know to write about benefits versus features. Your visitors want to know the benefits of that mountain bike (reduce stress, get out from behind the desk and enjoy the great outdoors, fitness, speed, etc.) versus features (29″ wheels, Tektro Alloy Mini V-brake, Alloy fork w/rack mounts, Atomic 13 R Double Butted Aluminum, RE2P Geometry, etc.).
However, let’s take it a step further by putting your customers into the action. Fiction writers do this all the time, to where you forget what’s going on in your life and focus on the “setting” the fiction writer has created for you. The same thing can be done with creative writing.
Listen to this wording from a bicycle Web site:
“Bicycles are simple, elegant, efficient and fun. A bicycle can take you back to your childhood, be a vehicle for exploration and adventure, or simply give you a fun way to get to the local coffee shop. Whatever aspirations you have for riding a bike–fitness, commuting, racing, or just cruising with family and friends–Raleigh has a bicycle that’s right for you. We understand, because we’re out there for the same reasons.”
Isn’t that phenomenal? Notice the nostalgic angle? This copy appeals to those who are interested in fitness, those who commute to work, and families. It appeals to the adventure crowd, the racing crowd, and the crowd that likes to hang out with friends in local coffee (or other) shops. They describe bicycles in the simplest of terms, which is extremely effective.
This Web site has many target audiences, but they’ve managed to mention quite a few in that copy. They’ve put their customers into the action by appealing to them personally.
Use words that bring your customers into the action of your content. Make them feel like they’re part of the “scene.” When you do, the “Buy Now” button becomes a NEED rather than a WANT.
posted by Lee Woods | 2:14 PM
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