Content is a vital way to connect with potential customers. You can establish trust and credibility with relevant, engaging content that both informs and entertains your visitors.
Without content, it’s difficult to express to your visitors exactly who you are and how you can help them. The right content strategy can also contribute to the success of your search engine optimization (SEO) and social media strategies.
But how can you write persuasive content to get potential customers to convert? Here are four ways you can connect with your audience through your writing.
Know Your Audience
Your customers are the most important part of your business. Empathizing with them helps you establish effective, persuasive communication.
It’s helpful to know who’s visiting your site and what they’re looking for, what’s important to them, and what motivates them. You also need to understand their concerns and address them.
Having an age range isn’t precise enough to generate persuasive content. For example, knowing that most of your customers are men aged 25-55 isn’t as useful as knowing that most of them are passionate about the outdoors, live in the midwestern United States, and have an average income of $65,000.
Write Clear Headers
Visitors aren’t going to struggle to read your content when they can find other content that’s easier to digest. Writing clear headers doesn’t just make for an accessible read—it makes it easy for people to understand your point and convert.
Use shorter paragraphs and relevant headers to break up text. Write simply instead of using unnecessarily complex language, and use shorter sentences that are to the point. By doing this, you make it easier to connect with your potential customers!
Add Credibility
Your customers need credibility to feel good about investing in a product or a service. You can boost your integrity by:
- Utilizing statistics. Use numbers from credible sources in your writing to support your point or to illustrate a truth. You can also cite studies to establish authority.
- Consider featuring an expert. When done correctly, featuring expert testimony can add valuable information to your website to convince readers.
- Don’t neglect the other side. People are going to have doubts about your claims—acknowledge them! By doing so, you show an awareness of opposing viewpoints that enhances your integrity.
- Review facts and content. Fact checking is essential as one false detail can bring everything into question. Also, run your content through spelling and grammar checks to ensure accuracy—inaccurate content isn’t going to make you look like the authority of anything.
Create an Emotional Appeal
Many people connect with an article that has some aspect of emotional appeal combined with logic. Readers need to be able to imagine themselves in a story to make their experience with your brand feel authentic and personal.
By better understanding your target audience and addressing their concerns and motivations in your content, you can create an emotional appeal. For instance, you can begin with a question your target audience can’t help but relate to: “Do you ever feel like… Can you imagine…”
Another way to do this is to show rather than tell. Don’t say “This product will make you happier.” Show them. Do this through testimonials, reviews, statistics, and data, all combined with compelling writing that converts.
Get Customers to Convert with Your Writing!
Writing content is one thing, but writing persuasively is another. However, by following these simple tips, your content will be well on its way to convincing potential customers that you’re the company they’ve been searching for!
