4 Ways To Convert More Readers With No-BS Content
One of the fastest ways to lose a prospect is to squander your first few seconds on a fluffy intro paragraph.
We've all seen an article about marketing that begins something like:
In this digital age, having a cohesive message is more important than ever. Generic statement about the internet. Restatement of stuff everyone knows.... aaaand then maybe we delve into the meat. (This, but 3-6 sentences of drivel.)
Get to the point. The whole paragraph sucks, but you lost them with the pretentious opener "In this digital age..." It reads like you're stalling and don't actually have a point to make. It feels safe because it's a gentle way to lead into the information, but that information won't matter if they've stopped reading.
There's a reason they're even reading your article, right? They've clicked it through your site, or found you in a search. They've already decided they're interested, so it's time to give them what they came for. You don't need to keep baiting them.
That was #1, but we didn't need a subheading for it.
2. Be For Real, But With Purpose
In the same way that a textbook-sounding introduction loses people because it's uninteresting and unclear how soon it'll deliver info, writing copy that's sterile and "professional" drives people away.
It's a point that's been made plenty of times, but bears reminder because of how prevalent it remains. The best business relationships are exactly that: relationships. If you talk to readers like people and not simply as prospects, they'll feel more connected to what you're saying. (And less like they're being sold to.)
You'll notice a lot of websites have a very emotionless tone in the copy. It's an obvious assumption that a conversational tone won't be taken seriously because it isn't "professional" enough, but the research conclusively proves the opposite.
3. Every Page Should Have One Goal
...and only one. (Unless it's an FAQ page or something.)
Remember that marketing adage "A confused mind doesn't buy"? Sometimes when we think we're being helpful and providing a bunch of options we're actually causing analysis paralysis.
Give them as few choices as possible and make it as easy as possible for them to make a decision.
Neil Patel shows a study using 24 flavors of jam vs. 6 flavors. The nutshell is that while the 24 flavors presented got more initial eyeballs (due to the sheer size of the selection) far less people actually bought anything than when only 6 flavors were displayed.
Don't have a page that simultaneously tries to get people to opt into your newsletter AND buy a product AND leave a comment. There will be too many things competing for the reader's attention and chances are they won't do any of those things.
If the main thing you want them to do on that page is subscribe to your newsletter, for example, the only calls to action on that page should be centered around that.
4. Make Your Content Easy To Read
Even the snappiest copy in the world will lose readers if the text is too small or is hard to read.
With HD (or greater) screens becoming a norm, ideal font sizes are getting bigger and bigger. The line height and spacing between paragraphs should also be carefully chosen. White space matters within the text just as much as around it.
Studies have shown for years that short paragraphs with lots of space between them are much more scannable than denser-looking paragraphs. Same goes for bigger text and more spacious line heights (the space between one line of text and another).
A good rule of thumb is to use 16-18px size body font with a 24-26px line height. When it doubt, use at least 15-20px between paragraphs.
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