How to Write Content That Sells or Converts
Let me just cut the dice here. When it comes to writing a business article, there is content, and then there is content that sells.
When you ask any business owner or marketer which they’d prefer and the obvious answer would be the latter which is content that sells.
The fact is, all the business blogging in the world would be of no use if it’s not increasing sales. Make no mistake, a business is a business and it needs to make money.
So, let’s get real. Let me ask you:
Do your blog posts pack the crucial punch that will turn readers into customers?
Well, if not, you are leaving money on the table. That need to be corrected as fast as possible. And most importantly, you are going to learn how to correct it from this post. And if yes, you can also add to what you knew already.
On the other hand, if the answer is yes, still pay attention to this post, because you can also add to what you knew already.
According to WordPress, 76.9 million new posts are published every month.
That tells us first and foremost that there’s a lot of competition out there.
Secondly, there’s more OPPORTUNITY for YOU to publish posts that will convert your readers.
In this article, you are going to learn how to create content that converts.
Alright! Let’s dive in…
Step #1: Know Exactly Who You Can Help And What They’re Looking For
If you’re going to sell more, you have to know exactly who it is that you’re selling to. You also have to know exactly what it is that they want!
Click here to read ‘How you can actually define who your ideal clients are.
This is something we all know, but very few of us really do the dirty work to figure it out.
You need to think in terms of the following sentence…
“How will this content directly pre-sell a new client or customer on doing business with me?”
This will put you in the same thought process with your customer and then come up with content that will help them achieve their desired result.
Step #2: Inject Controversy Into Your Content
Long form sales letters are a controversial topic. I won’t go into all the details on that, but if you’re a marketer, you’re probably familiar with them.
Also on the other hand, maybe you even still think they don’t work. Well, nobody has control over that.
The truth is, it sure works.
Here’s what you should do when developing article ideas.
Create a list of all the myths in your industry. Then make a list of all the “truths” in your industry that are false.
For example, most people think eating breakfast in the morning helps you lose weight. The problem is, that’s absolutely false. Your metabolism doesn’t change over that short of a time period.
In fact, many people lose weight by skipping breakfast so they can eat more satisfying meals later. I included.
THAT is a good post, with a great chance of going viral because it might spark up some controversy.
Controversial content inspires interest. If you make it actionable, it will make a killing.
Step #3: Demonstrate Expertise and Show Proof
One of the secrets of a high-converting offer is demonstrating expertise. The good news is you can do this through your content.
Demonstrating proof and expertise is all about creating an “aha” in the readers’ mind. You want to get them nodding in agreement with you. It creates a psychological connection. It is the same as sitting in an audience and nodding along as the speaker (i.e. the big authority in the room) gives his or her talk.
You also want to make sure you sprinkle bits of proof throughout your content.
One of my structures for an article is talking about a specific issue, and then giving some sort of example which adds credibility. This is why it’s important to have a running list of case studies/testimonials and experiences you can pull from while you’re writing.
It doesn’t just have to be a testimonial, though. There are other ways to be seen as an authority in your industry. Here are five of them to get you started:
Stories: Stories are the gateway to someone’s heart. Compelling stories allow you to tap into the subconscious mind of your prospects and develop an instant bond unlike any other method of persuasion.
Publicity: People gain instant respect for anybody who has been talked about on the news!
Specialization: Who do you trust more to fix your clogged arteries… your general doctor or a heart surgeon? Definitely, the answer is a surgeon. Same applies to building authority.
Dismantling myths: If you can break someone free of a myth that’s hurting them, and get them to believe you, it gives you instant authority.
Empathy: The key to great marketing is understanding your customer better than your competitors. Similar to stories, empathy opens up the mind and allows them to quickly trust you, even if they hardly know you.
Those are just a few pieces of proof you can sprinkle throughout your content. Once you’ve added in enough proof to get the readers to realize you’re an authority they can trust, it’s time for more business. Boom!
Step #4: Salt the Wound
Salting the wound is a crucial step. This varies for each person because you’re all selling different products/services, but the point here is making the following connection in the reader’s mind:
The normal way is hard and/or ineffective
My way makes it easy and effective
The product/service you’re selling is likely already making it easier, faster, and more effective for the person who’s buying it. But you have to demonstrate that!
In your content that sells, you have to spell out, in detail, the process needed to get the end result. You don’t want to skimp here. You want to be extremely thorough and take it step-by-step.
You do this for two reasons…
For The DIY’ers: You want to make sure you’re adding a lot of value to those people who will take your advice and actually do it themselves. If they do, great!
Show How Complicated It Really Is: You’ll also have a huge portion of people who want to get it done, but then see how much work it’s going to take and subconsciously decide that they’d rather hand the project to an expert (i.e. you).
In other words, you’re selling the process and end results. Yet by laying everything out in specific detail, you’ll automatically attract those people who want the end result, but don’t feel like going through the work to get it.
In summary, you’re adding tremendous value to those who want to do it because you’re telling them exactly what to do. Plus, you’re proving your authority, because experts have step-by-step systems in place to do the work they do. Finally, you’re automatically attracting those who see that you’re an expert, understand why to do it, but don’t want to do it themselves. This is super cool. Right?
Step #5. Understand The Exact Next Steps That Need To Happen
Finally, you need to have 2–3 different lead generation options to send people to, based on your goals and the level of sophistication of your content.
Let’s say you’re talking about a very basic topic in your marketing. An example could be a chiropractor talking about 3 ways to reduce lower back injuries. People who respond to this type of information will be at the beginning of their buyers’ journey. In that case, you shouldn’t immediately ask them to do business with you. Instead, you should send them to some sort of lead generation offer that is similar to what they just read.
For instance, a free report with 7 more steps to reducing injuries.
Compare that to an article talking about a 30-second stretch that reduces back pain NOW.
People who resonate with that article will have back pain at this very instant. That means they would be much more open to calling you immediately to come in for an appointment because they want the solution right away.
That makes sense?
Content that sells inspires immediate action.
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