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Crafting Persuasive Content That Leads To More Conversions
Conversion is an extremely important part of digital marketing. Basically, any time your goal is to persuade your audience to take action, you’re aiming for a conversion. One fact that often gets overlooked is that the quality of your content can definitely play a role in your conversion rate. Sharing a persuasive story with your audience can lead to more conversions; flat content may waste your opportunity to close the deal. Here’s how to tilt your content towards the former scenario rather than the latter.
Use Clarity And Focus
Content that’s aimed towards causing conversions is inherently persuasive. That makes it like landing page copy, even if it’s being deployed in a different setting. The same rules of simplicity, clarity, and focus apply: Everything you put into your content should contribute to the goal of securing that conversion.
There’s nothing wrong with being informative while you’re also trying to be persuasive, but make sure that all of the information you’re sharing has a direct bearing on the decision you’re asking your audience to make.
Use Narrative Tools
When you’re seeking to increase conversion rates, turning your copy into a story is a particularly potent stylistic choice. Organize your content according to common narrative stages. Start with an introduction that builds empathy and connection with the reader.
Present a problem that needs to be solved. Lay out the obstacles standing between the protagonist (and, by proxy, the reader) and the solution of the problem. Save up your most compelling and persuasive arguments for a climactic moment. Ideally, your reader should be compelled to participate in the narrative by following your call to action when they reach the end of the story you’ve told them.
Let The Stakes Set The Pressure Level
A lot of marketers and writers who discuss content creation with an eye on increasing conversion rates tend to break out a lot of the heavy guns when it comes to high-pressure sales tactics. They talk about emphasizing urgency, applying peer pressure, and playing on your audience’s fears.
In truth, you shouldn’t switch to the heavy artillery until you reach the really critical conversions. These tough tactics are best employed when the stakes are at their highest. Convincing your reader to make a major purchase, for example, certainly calls for all of your most potent persuasive techniques.
Dial back the intensity when you’re simply soliciting email addresses! If you start treating every call to action as a matter of life or death right from the start, you’ll end up desensitizing your audience by the time you bring them to the decisions that really matter.
Writing the sort of content that leads to better conversion rates is a tricky art, and it’s one that takes practice. Review the advice presented here before you take your next swing at crafting persuasive content. In time, you’ll learn how to be convincing without being pushy and how to craft a compelling argument that has readers nodding along with you words – and then reaching out to click on your call to action button.