As some of you know, I have a strong interest in not just copywriting but web content strategy too. So much so that I’ve launched a new website and blog: www.webcontentstrategy.com.au
This new site will be my outlet to explore topics that aren’t just about copywriting. Things like usability, information architecture, strategy, and other resources. I’ll also be writing lots of book reviews.
Drop by if you get the chance.
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I’ve been reading Dean Rieck’s ProCopyTips for ages, so when he asked for guest posts I jumped at the chance.
Read my guest post: How to write engaging newsletter articles in 7 easy steps.
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Persuasive writing is all about understanding your target audience, their motives, their goals, and their problems (that you’ll hopefully solve with your product or service). By knowing all of these elements, you can shape content that will make them want to buy (or call, or register etc).
But one thing to keep in mind is quite often the end user of your product or service has one (or more) ‘gatekeepers’ that stand in the way of making a purchase. This is especially true if they are part of a larger organisation that could have complex approvals processes, procurement teams, or even purchasing policies to abide by.
The best thing that you can do is to not only understand your target audience, but also understand their gatekeepers. Make it as easy as possible for them to persuade their gatekeepers why your product or service should be used.
Do this by:
What have been some gatekeeper hurdles that you have overcome?
If you ever need help persuading gatekeepers to buy your product or service, get in contact with me and we’ll work out a plan of attack.
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I’ve got a sneaky little side project on the go. Very exciting.
Without giving anything away, it has something to do with books. Real books.
My question to you is:
What’s your favourite copywriting, usability, information architecture, writing for the web, or content strategy book?
Let me know.
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In two weeks I’ll be guest lecturing at the Queensland University of Technology (QUT). The topic will be web content writing (plus blogging and internal communications), and the audience will be (mainly) first year undergrads studying public relations. It’s a subject that I took in the very same degree 15 years ago.
I’ve been trying to compile a list of things that I’ll cover. How people read on the web, breaking content with headings and bullets, keeping sentences snappy and short etc. But I think the main thing that I’ll emphasise to the students is…
it ain’t about you, it’s always about them.
Whenever you are writing, you always need to keep your target reader in mind. You have such a short amount of time to get your message across, don’t waste it by focusing on your business instead of the customer.
What this means is that you should always focus on the benefits of your product or service, not just the features.
So instead of:
Our new iron has an automatic switch-off. (Just the feature is mentioned.)
Try:
Our new iron has an automatic switch-off, so there’s no need to worry if you can’t remember if you turned off the iron or not. (Both the feature and benefit is mentioned.)
It’s such a simple thing to remember, but it will make such an improvement to your content.
What are the benefits of your product?
If you ever need help identifying the benefits of your product or service, send me an email and I’ll give you a hand.
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