Persuasion: Content that Converts

What does it take to convince you?

For some, facts have the most influence. Others need to feel an emotional connection. Others base decisions mostly on personal values, and want to align with a business or brand that adheres to those values. Does your content speak to all these people?

Regardless of how you choose to shape your content, its main purpose is to persuade people. Whether you persuade someone to contact your business, sign up for a particular service, or subscribe to a mailing list, you still need content that drives them to act. Appealing graphics and images always help, but without truly persuasive text, you run the risk of people walking away.

What will it take to convince them?

In this case, a little psychological awareness goes a long way. If you understand what motivates people to take action in the first place, you can easily direct your content to touch on those motivators. Take scarcity, for example. If people think that a particular item or service is in short supply but high demand, they are more likely to purchase a product quickly. Simple adjustments to your content can trigger this kind of psychological response, guiding consumers to convert.


What can I change?

If you want to get your content working for you, you can make some quick adjustments:

  • Make sure it’s easy to read. This is a simple, but extremely important adjustment. Make sure your content is clear. Don’t mince words; don’t use overly long sentences. Tell your customers what they need to know and leave it at that.
  • Show them value. There’s something unique about your business, and consumers need to know about it. Whether it’s affordability, better service, or a contribution to their community, let them know what they stand to gain if they choose you.
  • Learn a little psychology. Knowing a few psychological motivators can impact how you write for years to come. I recently watched a pretty helpful video on this topic – click here to see it!
  • Remember who you’re talking to. While your customer base may vary slightly, you likely have an ideal type of client. Make sure your content addresses them and their needs.

As you adjust your content, you’ll begin to find the patterns that work. It’s often an ongoing process, but you’ll find the results are undeniable. As time passes, you’ll have a more intentional, direct message, and you’ll start attracting more clients. Sounds good, right?

If you’d love to brush up your content, but don’t have the time, click here to find other options. You’ll be on your way to high-performance content soon enough!