Writing content is more involved than people give writers credit for. Yes, most people can write, which creates space for the assumption that there isn't much to copywriting or writing content. Not everyone can code HTML or style CSS, not everyone can design a website. But most people can write, which makes the precision, skill and time it takes often underestimated.
Even if we were to resign ourselves to the notion that anyone can throw a few words together on a page; it takes more than a "general ability" to create an ace marketing plan that's going to bring you endless realms of business. Writing content that closes deals and solidifies sales is an art... and it's one that's fairly simple to grasp.
Speaking the Language of your Consumers
We constantly talk about engaging the audience, but how do you actually do that? There are born salespeople walking among us, but some of us have to try really hard to put ourselves in the shoes of our consumers; and that is essentially the first step towards engagement. Who are your readers? What do they look for in your brand? Why would they spend their time engaging with you? What's in it for them? These are all pertinent questions you should ask yourself before you put virtual pen to paper. You're looking to embark on a relationship with your consumers, so what is it about you that would make them feel comfortable enough to stick around?
The best place to begin building that want to "stick around" is with an attention-seeking title. Think newspaper headlines that grab your awareness and reel you in; writing titles for content that closes sales is no different to writing compelling headlines, in fact, it's exactly the same. Your title is the one opportunity you have to attract your consumers, so make it count. Write assertively in an active tone that directs consumers to what you're trying to sell.
Initiate the Need
You've done your homework on who your consumers are, what they want and what it is about your brand that'll benefit them and you've reeled them in with your impressive title. Now what? Well, now you really have to work at stirring up their desire for what it is you have to sell. This is where you'll start to wax lyrical about what your product can do for the consumer.
Make it appealing, perhaps even thought-provoking. How is this going to solve the consumer's problem? Again, how will it benefit them? Make it within their reach, something that they - in whatever capacity they may be - can afford. Lastly, make it clear that by taking you up on your offer, it will be of great benefit to them.
Call to Action
The final piece of the puzzle is to consolidate the pitch with a firm and confident call to action that will tell your consumers exactly what to do to get your product. Don't allow room for misinterpretation and give them a direct instruction to close that deal. Once the deal is done and you've made your conversion, ensure that you deliver on everything you've promised to complete the circle and enforce a positive business experience with each and every consumer you come into contact with. With today's social connectivity and viral spread of information, not delivering on your promises as a business is something that will very quickly come to light in a public space. Be ethical, be professional... it's well worth it in the end.