“Give a man a fish and you feed him for a day, teach him how to fish and you feed him for a lifetime” - Chinese Proverb
Simply put, this post would help you understand how to write effective persuasive marketing content for your website.
First things first: Be clear about what you are trying to achieve. Are you trying to get people to subscribe for your newsletter? Or download your white paper? Or are you trying to sell that great product/service/idea/concept?
# Set a tangible goal for your website
Now that you have understood your goal, the next step: understanding the art of ethical persuasion. Persuading is not bad; provided you use logic, disclose full information and communicate with full awareness of human psychology.
Writing effective and persuasive content for your website is worth bag of gold, since it can be a very cost effective marketing tool to harness buyers::
First things first: Be clear about what you are trying to achieve. Are you trying to get people to subscribe for your newsletter? Or download your white paper? Or are you trying to sell that great product/service/idea/concept?
# Set a tangible goal for your website
Now that you have understood your goal, the next step: understanding the art of ethical persuasion. Persuading is not bad; provided you use logic, disclose full information and communicate with full awareness of human psychology.
Writing effective and persuasive content for your website is worth bag of gold, since it can be a very cost effective marketing tool to harness buyers::
# WRITE effective persuasive content for your website
Your website content can be tweaked keeping following points in mind:
1) Show visitors what others are doing
People have heard mentality. They often look at what majority are doing as an assurance that they have taken a right decision. The assumption they make is others posses more knowledge or are better informed than them or they would like to do what other likeminded people are doing.
Capitalize on this and create assurance and social acceptability by showing:
• Most popularly bought items
• Top/Hot seller list
• Testimonials
• Consumers buying pattern as a referral
2) Create a sense of urgency through shortage:
A simple logic wherein people tend to hoard or stock what they fear is in short supply. They buy fearing it might go out of stock. This tendency must be kept in mind and content can be framed to create a sense of urgency to push them to buy right away.
Examples:‘Scheme valid for first 100 visitors only!’‘For 1 week only’‘Sale ends today’‘Out of stock – Add to your wish list, we will get back to you!’
3) Show Honest User Reviews:
Customers do prefer to read what the previous buyers have experienced, but the emphasis is on honest review. They are smart to pick up if you are simply bragging about yourself. Also, it creates confidence in newbie to try out your product once they see other reviews. Wrongful editing of bad reviews might backfire if steps are not taken to act upon the complaints immediately.
4) Don't hard sell, provide solutions to problems:
Don’t make your content “me-centric”. Nobody really has the time or inclination to know what a great product you have, or the value proposition it provides. Make it “you(customer)-centric”. Show them solutions to whatever problem has brought them to your website. If they don’t find solution to what they are looking for, they will leave immediately. Persuade with pictures, videos, make it attractive. Reading requires more effort, make it easy for them with images, pictures and videos.
5) Allay people’s fears:
Many people fear making final decision to buy since they are scared about the worst case scenario. Deal with their fears upfront and remove it. Give them assurance to buy.
• Top/Hot seller list
• Testimonials
• Consumers buying pattern as a referral
2) Create a sense of urgency through shortage:
A simple logic wherein people tend to hoard or stock what they fear is in short supply. They buy fearing it might go out of stock. This tendency must be kept in mind and content can be framed to create a sense of urgency to push them to buy right away.
Examples:‘Scheme valid for first 100 visitors only!’‘For 1 week only’‘Sale ends today’‘Out of stock – Add to your wish list, we will get back to you!’
3) Show Honest User Reviews:
Customers do prefer to read what the previous buyers have experienced, but the emphasis is on honest review. They are smart to pick up if you are simply bragging about yourself. Also, it creates confidence in newbie to try out your product once they see other reviews. Wrongful editing of bad reviews might backfire if steps are not taken to act upon the complaints immediately.
4) Don't hard sell, provide solutions to problems:
Don’t make your content “me-centric”. Nobody really has the time or inclination to know what a great product you have, or the value proposition it provides. Make it “you(customer)-centric”. Show them solutions to whatever problem has brought them to your website. If they don’t find solution to what they are looking for, they will leave immediately. Persuade with pictures, videos, make it attractive. Reading requires more effort, make it easy for them with images, pictures and videos.
5) Allay people’s fears:
Many people fear making final decision to buy since they are scared about the worst case scenario. Deal with their fears upfront and remove it. Give them assurance to buy.
Example: If they are worried they might not like the product after buying, reassure by describing return option within certain time frame and conditions. Be upfront and answer their fears immediately without long delay or avoidance.
6) Cross Sell or Up sell :
Your website should tap into your existing customer data base and generate more sale by making them aware of other services or products that might interest them.
6) Cross Sell or Up sell :
Your website should tap into your existing customer data base and generate more sale by making them aware of other services or products that might interest them.
Example: If they are using your website development solutions, sell them your SEO marketing services.
7) Show expertise and authority :
Above all, your website should be thoroughly professional. Sound as authoritative and expert- like as possible to build confidence and assurance.
7) Show expertise and authority :
Above all, your website should be thoroughly professional. Sound as authoritative and expert- like as possible to build confidence and assurance.
# Conclusion:
Remember it is not manipulation or coercion. It is about seductive and informative persuasion. In case you cannot write content for your own website, hire a professional content writer to get optimum benefit and use your website for effective marketing communication.
