Balanced Solutions for Creating Compelling Content
#2 Five ways to connect with your audience
1. Be real
We can now all stand up and say, ‘Amen.’ People are getting smarter and recognizing loaded vocabulary that, 9 times out of 10, has no substance. There is no need to promise your clients pie-in-the-sky results:
INSTANT WEIGHT LOSS!
REMOVE CELLULITE FOREVER…
ADD $500,000 TO YOUR BANK ACCOUNT INSTANTLY!
These may grab attention, but are your clients going to come back? Are they going to be satisfied? Hmmm, chances are you want to build a long-term relationship with your client, not make a one-time sale.
If this is the case, you may want to refrain from flashing yellow arrows and claims of overnight miracles.
2. Let people get to know you
There is only one you. No other person on the planet has the exact same life experience as you do. Your hike in the Himalayas was different from mine. The question is…how is it different?
Tell people about yourself through stories. How did you start the company? How did you come to love what you do? Readers find your personal journey interesting and if they find it stimulating enough, it may be the number one reason why they buy from you and not your competitor.
3. Share your beliefs
Involve your readers in the conversation by sharing what you are passionate about. Tell them why you choose to make certain decisions (without getting overly political of course). Tactfully give your point of view and ask them to share theirs. Some might say online communication is impersonal. I say sharing your honest point of view makes web interactions much more personal than a stiff boardroom meeting.
4. Give them valuable advice and references they can use
Entertainment and information. This is generally what people look for when surfing the internet. How can you make your reader’s day better? What problems are they having, and what can you do to solve them, at least momentarily?
An example of this from Nightingale’s Notes is that we want to help you improve the quality of your online content—or even better, do it for you! Many people come to us embarrassed about mistakes in their marketing/online material. Not only do I guarantee fresh, original text, I also offer a service called Dominant Mastery© that brings your unique attributes into your content strategy. Distinct tools such as this one make us different from anyone else.
How can you help people in a way nobody else can? This is information readers want to know.
5. Paint a picture with words
Use examples of real-life events and feelings. If you want them to imagine a smell, you have to make them really smell it—with words.
Trying to get them to come to your spa? Make them feel the jacuzzi bubbles, hear the soft music and smell the eucalyptus while they are booking their appointment online.
Generate a need and then describe how to get it using persuasive, consistent and encouraging language. Don’t forget to define an incentive. You can pick one of these three: Economic (This month is 50% off), Social (Bring in a friend and receive a FREE facial) or Moral (Do it for your health and well-being).
Need more inspiration? Register for our mailing list and get your FREE eBook:The Illuminating Zen Guide to Transforming Your Writing – Even If You Are Not a Writer or a Zen Master:
http://www.nightingalesnotes.com/
Improve your content, change your life
