8 March 2016

Content that Converts

Content that Converts

Compelling content converts consumers online. Clear, concise copy provides an easy to understand read that will ensure your message gets delivered. But, you could write the most efficient copy for your marketing media, and it wouldn’t amount to anything if a call-to-action doesn’t entice readers to act. Copy needs to draw in the target audience with exciting content that drives them to the sale.

There are ways to train yourself to write clear and concise copy by practicing a few simple guidelines. To be effective, you will need to do a lot of research and even more critical thinking.

Understand your target audience.

Before you start you need to understand your target audience. Identify what you can offer them and why they need it in the first place. You can find a problem your buyer can relate to and position your brand as a solution to that problem. The audience will then be driven to follow your call-to-action (CTA).

To gain an accurate assessment, it is necessary to answer quite a few questions. You will need to create a buyer persona. This will help identify crucial information about their personal background, education, company and job role, goals, challenges and shopping preferences. The more you understand your buyers’ buying process, the more successful you will be aligning your content to their needs, facilitating their decision-making, and choosing solutions. This knowledge will empower you to provide compelling content experiences that connect and engage each step of the way and ultimately inspire them into action.

Make your audience feel special

Making your audience feel special, involved and valued can benefit you and them in many ways. Everyone needs to feel important. Use buzz words and select phrases that promote a feeling of exclusivity such as “you’ve been hand-selected” or “only a select few have been invited” to receive this exclusive offer. This approach helps promote a feeling of self-worth and a sense that this brand is on their side.

Hinge on an emotion

Use copy that touches an emotional hot spot in your target audience. Buyers often make purchases on impulse, not logic.  Remember, you are selling the feelings that your target audience will gain from having purchased your goods. You’re not selling the product itself; you are providing a feeling that leads to a call-to-action.

Use analogies and metaphors

More colorful messages are more compelling and easier to remember. They can be perceived as more valuable. It is first important to determine the value of what is being offered before you can deliver easy to understand, compelling copy. Metaphors and analogies are an effective way to convert content into something more visual. When it comes to visual thinking, these devices provide an opportunity to communicate your message in a meaningful way that helps build understanding, awareness and familiarity.

Avoid weasel words

Weasels suck out the contents of eggs through a small hole, leaving the egg appearing intact, but instead, leaving no real value. Weasel words and statements are used to give the appearance of truth. They are used to modify statements weakening any real meaning. They offer a way out and may make a brand appear weak. For example, words like, “better,” “improved,” and “reduces” are actually evasive and lack any definitive promise.

Create some urgency

Procrastination is very common in human nature. People drag their feet even when it comes to making decisions regarding something they enjoy. Compelling copy grabs attention, sparks emotion and stirs a sense of urgency to act. Never let the buyer believe that the offer will be available indefinitely. Use a deadline to convey a sense of urgency. Time-sensitive language like, “Act Now,” “time is running out,” are powerful tools. Something like, “while supplies last” emphasizes a sense of scarcity, adding to the need to move quickly or miss out.

Putting all of these steps into regular practice to help develop your ability to write effective ad copy that converts. Remember, when it comes time to tailor your call-to-action (CTA), be direct. The CTA needs to be a compelling and very well executed. Be creative yet concise and remember to cater to the needs of your target audience.

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Ali Jhaver

Ali Jhaver


After spending 10 years helping dentists grow their practices, Ali witnessed the time and money dentists were wasting on outdated, fragmented technology that negatively impacted sustainable growth and the overall patient experience. So he developed Adit - a user-friendly SaaS platform that centralizes everything a practice needs to operate and simplifies the business of dentistry so doctors can get back to the medicine.

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