How to write content that converts? Content writing is a complex craft that is more than writing a thousand words on a topic, posting it, and calling it a day. In reality, in content writing that boosts sales, you need to be strategic about what you write, who you write it for, and the way you present the information.
It’s always a good idea to invest in quality writing. If you are a student, you can ask an expert writer to write your personal statement with the best authors. What does this give you? You get a professionally written paper that will win you good grades and save you time.
And if you want to improve your skills in content writing to grow your business or start a career as a content writer, this article is for you. Here you’ll find ten elements that create content writing that sells.
A headline is the smallest part of your writing with a huge role. Its goal is to grab people’s attention and make them curious about what you have to say.
Be strategic when writing a headline. It has to give your potential readers a reason to stop scrolling and engage with your content. Here are a few tips on how to make it happen:
- Be specific;
- Use numbers;
- Employ keywords;
- Make your headline one of a kind;
- Use power words that evoke emotions;
- Address the reader directly.
A headline opens a loop that should be next supported by a compelling hook. It serves to connect with the reader by appealing to their emotions.
An opening paragraph is a place where you add a hook. Yet, it can be even one sentence that shows the audience that your content is worth reading.
The hook is the most impactful part of your writing. Make sure it is surprising or even controversial, and encourage the reader to ask questions.
Once you have the attention of your audience, keep it. Storytelling is the way to achieve it. It evokes all five senses, makes your content writing emotional, and ties it to real life.
Storytelling is an insanely powerful tool for engaging your audience. How to use it effectively when content writing? Here are a few strategies:
- Create a protagonist who explores unknown territory with its hurdles and challenges to finally become stronger. This story arc is also known as the Hero’s Journey. Use it to show the reader how your product can be helpful on their way to success.
- Describe a setting that allows your reader to imagine themselves in a perfect future. This is a good way to demonstrate how your product or service can improve the life of your potential customer and solve their problems.
- Add some drama. Introduce a common problem scenario that your potential customers are likely to encounter in their daily lives. This should be something that your product or service can solve.
You can go with any storytelling technique. The only thing to remember is to make your story as specific as possible and include powerful imagery.
4. Focus on the Target Reader
To be successful, your content has to resonate with people. Make sure you know your target audience. Research, ask questions, and try to find out as much as possible about their concerns, needs, and motivations. When you create your content writing with this information in mind, you show the audience that you care about them.
Your content should address a specific group of people. When you try to speak to everyone, in reality, you refer to nobody. So make sure you know your target reader. To figure it out, consider key demographics and psychographics like age, gender, educational background, occupation, interests, etc.
The clear focus on your reader will gradually build a community around your brand. This is crucial for increasing conversion rates and brand awareness.
5. Research and Expertise
To make sure your content converts and invites potential buyers, you need to make it trustworthy. There’s no better way to do it than to offer customers actual proof of the value your product or service has.
Make this happen by offering your readers solid evidence. Yes, research takes time, but it pays off in the long run. Anything you write should be based on factual evidence. Feel free to use:
- Case studies;
- Study findings;
- Compelling stories;
- Interviews with industry experts;
- Personal expertise and academic background.
Bits of evidence inserted throughout your content build authority like nothing else.
6. Social Proof
Don’t forget to include testimonial evidence as well. It serves to provide social proof that your product or service works. You can use reviews, ask clients for testimonials, or add comments from social media about your product or service.
Social proof is a major factor that helps potential customers make a decision. For example, if a student needs qualified academic help, they will check the domyessay review before hiring an essay writing service. This increases credibility and shows them that they will get a well-written essay. The same works with any type of service.
7. Problem and Solution
For a product to be successful, it needs to bring value. And to bring value, it has to solve a problem. This is why you must address certain pain points that your potential customers experience.
Do you need to rub salt into the wound? No. It’s more about showing your reader that they are not alone and that you care about them. Understanding and empathy are key.
Address the problem by showing its scale and describing how complicated it is based on evidence. Then, you’ll only need to show how you can solve the issue either by offering advice or practical assistance.
This immediately shows people that they can get the result without any difficulties as you solve their problems. Remember to be straightforward in your message. People need to understand the exact step-by-step process of how your product or service can improve their lives. It would make them much more open to going for your offer right away.
Aside from describing your product and its features, it is also crucial to emphasize its benefits. Prioritize benefits over features as they are more effective in making a person want to get your product or service.
By describing the benefits of your offer, you show the reader how your product or service makes a difference and why it matters. They are always more compelling than features. Why? Because features might be confusing, especially if they are innovative and not familiar to people. Your audience might simply not be aware of the technical side of the features you offer. Therefore, it’s important to stress the potential benefits that they bring.
How to formulate benefits? Think about ways your product or service makes people’s lives better. Even if the benefits seem obvious to you, don’t assume that your audience knows them too. They may be completely unaware of the concept. So make sure you always highlight benefits to inform your readers.
A pro tip: add some extra excitement that comes with the purchase of your product with an immediate benefit. It increases a person’s desire to get your offer right now.
People always want what they can’t have. This is exactly why the principle of scarcity works so well in marketing. It encourages people to buy your product now because they can’t risk it to miss out.
When content writing promotes your product or service, find a reason to make it seem limited in some way. Here are a few examples of scarcity marketing:
- Limited-time discounts like seasonal promo codes or happy hours;
- Limited-time bonuses like extra product features available during the first 24 hours or to the first 10 people who buy your product;
- Limited sales like the number of items, slots, or tickets.
The principle of scarcity works best when it is genuine and subtle. Instead of randomly sticking limited offers into your content writing, find a real reason why you do it. This will help you win customers’ trust.
But remember, people shouldn’t feel pressured. Scarcity is only a supportive element of your writing, not its focus.
10. Call To Action
Last but not least, you must include a compelling call to action. Tell the reader what you want them to do next. It’s often enough to keep your message straightforward, like, “Subscribe now to get instant access to our course.”
A call to action doesn’t have to be long or too detailed. It is much more effective to write just one phrase or sentence that asks clients to sign up, click, share, or buy. But not all at once! Focus on one clear action.
Now you know what makes great content writing. It has to grab attention, be relevant, and bring value to your readers. You also need to build trust with your audience by offering them legit benefits and providing well-researched proof.
Although there’s no one-size-fits-all formula that will be equally effective for all brands, it’s always about quality writing and creativity. Keep these ten elements in mind to create content writing that engages your audience and drives sales.
Tutor John W is a professional content writing at DoMyEssay. He is also committed to helping students communicate values, meaning, and emotions through their writing.