If you are reading this, it means you want to take your online content to the next level. That’s a very smart decision, as high-quality content is crucial for your business.
Content is a very powerful way to convince your users to buy from you. It represents your identity and, in some cases, the main wand you could wield to woo your prospective customers. If your content is not appealing, you are sure to lose out on a good amount of incoming traffic.
Enough empirical evidence underlines the importance of an engaging write-up. Perhaps, this is the reason many copywriters fret over sentence construction, flow and terminology, spending hours writing and re-writing the same piece to enhance its appeal. Still, sometimes their content appears weak.
Often, writers work on a piece to lift its quality and readability; however, many of them are oblivious of the ingredients that make a good copy. This makes the whole process even more complex and painful.
This blog talks about 4 factors which, when taken care of, will boost the overall appeal of your content:
1. Keep it Simple
Unlike face-to-face interaction, written communication does not involve kinesics. Wait a minute. Are you sure your readers will know the meaning of kinesics?
If you belong to the school of thought believing that powerful writing is about showing off your vocabulary, it is time to re-think your approach. If many of your readers are forced to Google the words you use, rest assured that they will bounce off very quickly.
Simplicity is the key. The simpler you write, the higher your chance will be to keep your readers hooked. Avoid jargons, unfamiliar words and long sentences. If a sentence is long, try to break it down.
2. Cut it Short
“I did not have time to write a short letter, so I wrote a long one instead.” (Mark Twain)
Today, people are super busy and have a shorter and shorter attention span, especially online. If you fail to convince, or at least intrigue, someone within the first 5 seconds, you’ll probably lose them for good. This means you should remove every single word that is redundant.
For example, instead of writing “There are many people who struggle with their pronunciation,” you could write “Many struggle with pronunciation.”
Be liberal, even ruthless, in chopping off all the implied words like is, am, are, there is, here is etc. to make your copy crisp and readable.
3. Be Specific with Words and Adjectives
Poor use of adjectives either exaggerates the reality or downplays the actual emotions. In both cases, you miss out on the opportunity to send the right message across.
Besides, improper adjective use often sucks the life out of a write-up and bores the reader.
For example:
Compared to “The car is really good”, “The car is amazing” makes for a better sentence. Using words like really, very etc. is indicative of the wrong choice of adjectives. If these terms have a sizeable presence in your content, do check your adjectives.
Further, vague writing puts people off. Consider these two sentences – “My personal library is full of books of all genres” and “My personal library is full of books of different genres including fiction, non-fiction, academic, satire, drama, self-help and scientific fiction”. Which sentence gives you a clearer idea?
Never compromise on content clarity.
4. Make it Evocative
Good writing is akin to painting, wherein words replace colors. It is all about making people relate to the content that is offered to them and visualize where the text is taking them to.
Out of 4 ingredients discussed, evocativeness undoubtedly is the most difficult thing to achieve; yet, you can make it part of your writing with practice and hard work.
Once you are done, read what you have written again after some time. Spot the sentences that do not look proper or that are not in line with the vibe you want to create. You should have a clear idea about what you want your visitors to feel when they read your sentences. Think hard about the sentences or words that will help you to convey your message and feel and constantly check if you are going in the right direction.
Follow these guidelines and, over time, evocativeness will become a part of your writing.
Conclusion
Unlike face-to-face conversation, where your words get the support of your body language, facial expression and more, written interaction depends solely on your eloquence and ability to use language.
And, as research has proved, 93 percent of all online activities begins with a search engine. This makes content the most crucial factor, capable of making or breaking your prospects. Spice up your content pieces with the above-mentioned ingredients to boost their appeal, and to eventually give a boost to your business also.