How often do you struggle with writing some of your most basic marketing communications?
Even weak writers can learn how to engage an online audience. All it takes is a little creativity and a basic idea about what your readers want to see. But you only have a few seconds to impress an audience; if you don’t get them hooked right away, you’ll risk losing them.
There isn’t any magic formula when it comes to writing for marketing communications: it’s part technique, part strategy, and part creativity. Here are a few tips and tricks that can increase your chances of getting your readers to stay engaged through the end:
When it comes to online success, “viral” seems to be the magic word. We’ve often had clients looking to create the next viral social media posts, videos, and blog content. The fact is, content you believe might have viral potential might not match what impresses your audience.
Still, a clever headline can go a long way in hooking your audience and engaging them to read more. Be sure your headline includes:
- something people are curious about
- emotional appeal – something that makes people feel something
- a current event or trending topic
- a list or specific number of tips or steps – people love knowing what they’re in for
- a how-to guide on a topic of interest
Always remember: your headline should always deliver on its promise. Never mislead people into clicking on a headline, only to deliver something else. This type of clickbait loses trust – and followers.
2. Get ‘Em from the Get Go
Having a great opening line or paragraph is critical. This sets the tone for the rest of your story or article and determines if people will stick around. (No pressure!) An article’s most engaging and important information should be provided right away in the first two paragraphs.
Writing that “grabber sentence” can be the most difficult – and intimidating – part of writing. Oftentimes, we will write the bulk of a story and save writing the opener for last. Often, it will naturally present itself when writing the rest of the content.
Ensure that your readers will be engaged right off the bat by using some of the following techniques:
- ask a question that people are interested in
- share a personal story and tie it into a larger theme or lesson
- share a secret that will reveal itself by the end of your story
- share a relevant quote that relates to your piece
- kick off your story with an anecdote or joke
- if all else fails: just be direct and tell people what the article is about
3. Drive People to Act
Ultimately, you want your writing to drive people to act – whether it’s to make a purchasing decision, make a donation, or to contact you for more information. Make sure your writing includes:
- trust: by being honest and truthful in your writing, you can earn readers’ trust in your product and services
- reason and logic: your writing should make people believe that what you’re saying is the right thing for them to do
- emotional appeal: be sure your writing draws people in and makes them desire more
- reciprocate: if you’d like people to take a certain course of action, be sure you give them valuable information first
Successful writing can be challenging, but through practice and dedication you can be writing persuasively in no time. With consistency, you’ll soon build others’ trust and reap the positive rewards of your hard work.
If you still struggle with writing your marketing communications, give us a call or drop us a line. We’re always happy to help!