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Every time we get online, we’re all pummeled with more information than we know what to do with. Despite the saying, “Don’t judge a book by its cover,” doing so has become the standard. Skimming through content is indeed the new norm. If something doesn’t catch our eye, we quickly move on. This means that your web content must be done right if you hope to see results. Make certain your content writing is deserving of a second glance. To make your social media efforts a valuable asset to your business; start by resonating with your customers. If you’ve set out with the task of writing your businesses content or evaluating content that you paid someone good money for, make certain that it will inspire your audience. You know your customers—so put yourself in their shoes and ensure that your content is creating an emotional connection.
Use Powerful Language
Whenever I am writing marketing material, I make it a habit to occasionally ask myself, “How does this make me feel?” If I don’t feel a strong enough emotional response from what I wrote; I know that I need to make some revisions. Using powerful language is the most important aspect of any content writing. While nifty titles and catchy phrases are certainly an aspect of it. Building great content begins at a more rudimentary level—the words themselves.
What words should I use? Since it depends on your audience, there are many right answers to this question. However, to find a clear-cut answer I turn to language expert Dr. Frank Luntz. Luntz has spent his life learning about how people respond to language and has worked with fortune 100 companies and world leaders, helping them to deliver winning messaging. His focus groups are legendary and have made him the most sought after figure when it comes to discovering what people really want to hear.
In Franks book, “Words That Work: It’s Not What You Say, It’s What People Hear” he highlights language triumphs from the best ad campaigns and slogans to winning political speeches. Luntz also hands out the golden goose when it comes to content writing. Towards the end of the book, he highlights the 21 most powerful words in the English language that he has come up with through years of polling and focus groups. The 21 words can be found here. When I first started content writing, I used to keep those words next to me and I still keep them close at hand for reference to this day.
The impact of using Frank’s list is apparent, particularly on social media where the results are right in front of me. In fact, Social media is a great medium to try out your content marketing ideas. Although timing is a factor, test the waters to see what kind of responses you get from your audience.
Spark The Imagination
“Imagine…” According to Frank Luntz, the word imagine is the most powerful word in the English language and it is easy to see why. It incites that exact response. The imagination is a powerful tool and takes your customers off of the page and into their mind. Instead of trying to persuade your customers into a sale, paint a picture and the customer will persuade themselves. Creating a story is always an effective way to do this so make your story a part of your content writing.
“Never use a long word where a short one will do. If it is possible to cut a word out, always cut it out.” -George Owerll
Keep it brief and easy to read. The internet is already an information overload, make sure that your information is to the point.
Have any other content writing ideas? Let us know on Twitter!