Here’s a little secret for you: business blogging is not so different from creative writing as you think it is. Great writers (and also great copywriters) all promise the same things, whether they’re writing a 600-page novel about a futuristic dystopian society on Mars or a 400-word blog post about marketing (ahem). The key to writing great content is delivering on those promises. But what are they?
Great Writers Promise: A Great Ending
Everybody who reads has one goal: satisfaction. Exactly how that satisfaction will be fulfilled depends on what a person is reading. Someone reading a biography will want to finish the book and understand more about the subject of it as a person. Someone reading a fiction book will want to finish the book and think ‘Wow. That story made me feel things.” Someone reading a blog post about beekeeping will want to finish the blog post and know how to better take care of bees.
As a writer, you need to promise the ending is going to be worth the effort your reader is going to put into reaching it. You need to promise that this white paper is going to impart helpful knowledge to the reader that will improve their business. You need to promise that this product is going to change your life for the better. And everything you write should lead up to that great ending.
Great Writers Promise: The Right Amount of Drama
Life is full of drama, but great writers know when and how to focus on relevant and compelling data and events for appropriate amounts of time and keep a steady narrative pace. Think about your audience, what they want and need, and how much of their time they’re willing to give you.
Creative writers will want to write at least a little bit of drama into their stories. Drama, after all, is what a good story hinges on. Copywriters can’t afford to put too much drama into their work, because their audience can’t commit to the time it takes to build it up. They need to keep things moving, but also spend enough time explaining things, so that by the end their readers will feel like they have a strong grasp of whatever concept or idea they wanted to know about.
Great Writers Promise: Answers and Understanding
Remember that great ending up I mentioned before? How are your readers going to get there from where they started? There are likely going to be a lot of questions. What is the government really hiding? Why is the brother working for the bad guy? How is having a Facebook page going to help my business? Great writers provide sensible answers to these questions and connect the dots, from point to point, until their readers reach the end.
This is why even copywriters need to add ‘drama’ or explanation. It’s easy enough to say ‘Writing short, punchy headlines will get more people to read your blog posts.’ But without understanding why, there’s only a little value to the statement, and only a little real satisfaction.
These three elements are necessary for a good story. Even non-creative writing have some form of them! Promise these things in your blog post, your novel, your newspaper article, and you can mark yourself down as proud, and on your way to becoming a great writer.
Interested in learning more about writing good content and why you need it? Download our free eBook, “The Complete Guide to Content Marketing!“
In general, we depend on our eyesight more than any other of our senses. Something like 70% of our brains is involved in processing visual stimuli! So it’s not too much of a stretch to say that if you can command a person’s eyes, you can partially command their awareness. Street magicians take advantage of the idea that sight is so closely related to attention in order to pull off their tricks, and parents of young children, and pet owners as well, use the connection to entertain and distract upset or hyperactive ankle-biters.
As a business owner, you need to command your customers’ eyes and attention too, but not because you need to distract them or trick them. You want to make them aware of all the different ways your products or services can help them, or bring their attention to the really awesome deals and discounts you have going on. Whether you’re revamping the look of your website, or creating an ad, a poster, or a flyer, you can use these simple design tricks to draw the viewers’ attention to the most important information.
Your landing page is a crossroads for conversion. After journeying through the billions of pages on the internet, somehow, someway, a prospect has come to yours, and they’re probably being reminded by their phone, their spouse, their pet, their boss, their kid, or their friend that they don’t have all day to make decision about which way to go.
They could go the way you want them to, by filling out a form with their information or buying a product or signing up for a service. But they could also turn away, or put the decision off, until they forget about where they were before and never see your business again. So what can you do to your path at the crossroads to make them come your way?
Let’s take a look!