Secret Content Tips Only Great Writers Know

Check out these writing tips to reassure potential customers and increase conversions.

Whether it’s a new product or service customers aren’t sure they want, or a purchase they are hesitant about because of negative online reviews, explore these top ways to reassure customers and build consumer confidence.

seomeme

Target Audience or Customers: What’s the Difference?

Customers are random. Your target audience is specific. Quick Sprout recommends gearing your writing around the language and specific subject matter that will reach that particular audience. Your wording will be different whether you are selling to new first-time moms or tech professionals. This approach will help with SEO and it will help build consumer confidence. Consider these two audiences…

New mom audience

With moms, you need lingo and wording geared around babies, bath time, nursing, sleeping through the night, binkies, onesies, and so forth.

Tip: Go to mom blogs like Parenting.com or Babybump.com for wording that can help streamline your writing. Also be sure to watch your wording. New moms don’t want tips on “What to Expect if You’re Expecting.” They’re already new moms, right?

Tech professional audience

With tech professionals, while you might have to nurse them on new tech gadgets, your wording will be completely different. It’s more tech savvy. Check out articles in C-Net or Mashable to help with specific wording to match your client’s audience.

Tip: Be careful with writing articles like “10 Ways to Get Started with Digital Marketing,” if it’s anticipated that your audience is already expert marketers.

Yup. Your jargon needs to be more centered, technical and audience-driven, so make it read like you know this stuff…

website-page-visit-time-graph

Pack Quality Content into the First 15-Seconds

Neil Patel suggests that articles that will convert readers into customers need to be worded differently. On average, about 55% of readers will give only 15-seconds to an article before putting it down. That’s why wording is crucial.

We know firsthand that sometimes keyword phrasing can be killers and so can word counts, but don’t fill articles with fluff that the customer can quickly turn away from. The client reading your description, blog or other type of article will know their stuff, so to build trust, give them quality… especiallyin the first paragraph and the last paragraph. These are essentially where people will do the most reading.

Also think about the reader’s age, gender, education level, profession, and more importantly, the problem they are facing that’s bringing them to your description, blog, or other type of article…and that’s next.

BRICK

Assess Pain-Points

One way to reach customers is with wording that targets pain-points. Charbeat’s Tony Haile researched that of 2 billion random page views on over 500,000 articles, only about half didn’t bounce or close out the page.

We wrote last week about using negative CTAs that help solve a customer’s problem. A negative CTA can be, “Worried about your subscriptions? Here’s how to get more clicks now!” Likewise, with descriptions, articles and blogs, there may be a pain-point. This can be an area where the customer has a need or problem, but you also have to see it from the standpoint of the client. The client may want to generate more revenue, increase sales, minimize noise in social media platforms, and so forth.

Topics that gear your writing around these pain-points can lead to higher conversions when you give the resolution to a problem. The reader and potential customer wants to be reassured that you understood them and now they’re ready to buy.

Here’s an example:

We know you’re tired of shopping for new tires. That’s why Pep Boys has all-season tires with the deepest treads. 100% guaranteed reliable and you won’t need them rotated or changed for up to 5-years with our full warranty. Take 10% off your online purchase today!

While giving the description, article or blog, always be mindful to not get too wordy or drag on. The goal is to be informative and lead up to a link or CTA that will take them to the next level:

  • A free trial
  • An e-book excerpt
  • Their email on a mailing list
  • A new purchase
  • Contacting the client to set up an appointment

Give the details. Make it informative. Close with a CTA and/or link. Next up, let’s look at new buyers…

http://www.business2community.com/brandviews/act-on/how-to-entice-your-clients-to-join-the-marketing-automation-party-01299732#YHTJu2DeXcODFS0W.97

Consider the New Buyer Cycle

Okay, here’s a little Marketing 101. If a client has a brand new business, they may ask you to mirror a competitor. If they are an established client like Home Depot or Netflix, for example, they are more than likely scaling themselves so the writing will be different because they’re at the mature stage of the buying cycle. Let’s explore this further.

New potential customers need to be reassured when a site is selling new products or services because the business may not already be established. Wording should be precise with key words that stand out and can reassure, such as:

  • 100% Guaranteed
  • Non-GMO
  • Fully Certified
  • Recycled Materials
  • Money Back Guaranty
  • Best Selling
  • Highest Quality
  • 5-Star Reviews
  • Won’t blow up and won’t catch on fire in your carry-on (Oh, Samsung)

Established businesses, on the other hand, are already considered reputable with a well-built brand. Think Coca-Cola. Home Depot. Macy’s.

But what about when they have a problem, like Samsung phones that catch fire? Or new Samsung washing machines that have blown up recently? How do you reassure potential customers?

Let’s look at wording that reassures customers next…

business-needs-vs_-customer-needs

Understand What the Customer Wants/Needs

While businesses like Samsung will have to put out a lot of fires, (literally and figuratively), for potential customers that are reluctant about a purchase, you can help. Here’s a scenario:

A potential customer with a broken washing machine is looking online to see if it can be repaired and they turn to their local plumber. You happen to have written an article on their site. The potential customer doesn’t want to spend a lot of money in repairs and they see that you’ve included the following:

Have a broken washer? Bob’s Plumbing offers quality repairs, easy financing, same day service and 100% satisfaction or your money back. Schedule an appointment today!

The potential customer is happy and confident with the solution as it reassures them there’s easy financing and they can get their money back. Their next step is they will contact Bob.

When you instill confidence and give relevant buying information, it can help to convert potential customers into buying customers because your content is persuasive. To do this, keep your writing light and skimmable, meaning let the key words clients need to see stand out. This can help with conversions and increase consumer confidence.

What problems do you have with persuasive writing and reassuring customers? Do you find this area challenging? Would love your input to share with the group…

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Nikki Newman

Article by

Nikki is a gifted and successful writer in grad school who has been writing freelance for the past few years. Her writing has been used in various publications, e-books, articles, blogs, tutorials, and websites. She has worked with many clients where she has published articles and books.

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0 thoughts on “Secret Content Tips Only Great Writers Know”

  • Avatar

    I’m sorry, but the title of this article is extremely misleading.

    (1) These are not “Secret Content Tips.” Packing quality content into the first part of an article is a basic principle of Journalism 101. Considering the buyer cycle and customer needs isn’t related to writing or secret. It’s a basic marketing principle.

    (2) Your sources are not writers. I don’t know about Tony Hail, but Niel Patel (who you cite for your first two points) is a marketer — not a writer. He outsources the majority of his content.

    This is clickbait, which you might have included as one of your secret tips. Unfortunately, it’s not the first time CrowdContent has published clickbait.

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    I learned a lot of this through my work in freelance writing, even if they are not exactly writing tips, so I get where the title is coming from. Thanks for sharing.

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    It’s true that the more you know about the audience’s age, gender, education level and interests, the better. When I get a writing assignment, I try to ask the requester about their readers’ characteristics.

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      I wish that kind of thing was required for Crowd Content clients. It would be so much easier to pull together an effective piece without guessing at intentions.

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    I love the inclusion of memes here. Memes usually add an element of entertainment to what you’re reading. I’m guessing you’re an “Anchorman” fan (I love the first one but found the second one disappointing).

    • Avatar

      It’s good advice, certainly, but I’m not sure it’s a secret. Boring articles with boring intros don’t translate well.

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      Thx. Amazing how little people read when they click on content. We only see the initial conversion rate, but it helps to know how long they stay on the page and if they scroll through the article.

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      I find it amazing how little people read in general. When I say I’ve written a novel, they are shocked. When I say I read several a week, they are mind blown. We get about 15 seconds to impress the masses. Good to remember.

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    I think having a strong grasp of marketing is essential when you are trying to make it as a content writer. If you are writing novels, well, then that is different. But marketing skills can take you far in the online world of content writing.

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    For me, the intro appeared congested and short . I scrolled down to read sub-headers as to give the article a second chance–But was far too distracted at the layout of your post. Other then that, I can see you worked hard and hope you can take a few key tips from this to create lasting and meaningful articles in the future. Good luck !

  • Avatar
    Kristen Carpenter says:

    I’m only typing this comment after reading all the other comments about the misleading article title. I feel like the content was a bit lost on some, unfortunately. It’s no secret that semantics take up more time than they should on the internet these days. 🙂 Well written piece, at any rate!

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