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How to Write Compelling Content

Compelling content drives connection. If a brand connects with us, then we’re more likely to prefer that brand, we’re more likely to buy from that brand. So how can we create compelling content that connects and captivates? Let’s look at my top tips for content that foster connection and captivate the people we care about reaching.

  1. Be relevant  

    You need to get clear about your target and why they would be interested in your service or product or you fall into obscurity.  Why is your chosen audience the best audience for your product or service?  Why do they need or want your product? When you’re targeting your content to people who are actually interested in what you have to say, your content becomes compelling. 

  2. Tell a Story

    Want compelling content? Write a story. We humans are wired for stories; our minds digest stories infinitely better than facts.  But while we all live by stories and we love stories in our personal lives, especially for B2B and tech brands, we leave all that gorgeous storytelling in our personal lives and it never crosses over into work. We wind up talking about features and services, but facts and facts are boring.  To compel you need to tell a story. Read here for what goes into making a great brand story. 

  3. If you confuse you lose

    . As business owners, we know everything about our business; it’s our area of expertise! We want to share everything! But so much of that content is irrelevant to your prospects. As Donald Miller, author of Building a Story Brand says, “the human brain is drawn toward clarity and away from confusion.”  You need to get super clear about your message. Can you say it easily? Does your team know your message and how to say it to customers?  Is it clear why every prospect should buy your service?
     

  4. Features tell, Benefits sell

     The “so what” is the most important message for your prospects. Distill down the benefit you offer your customers. If you run a car wash, your end result is giving people with a sense of pride. If you have a tutoring business, you’re building self-esteem. When thinking about your business, what do you offer? Peace of mind? A greater sense of confidence? Lead with that point as your headline; then explain how your services deliver on that benefit in subsequent sentences.

  5. Get personal

      Many professionals believe they won’t be taken seriously if they use personal language, but it’s actually a key differentiator in fostering connection. When you write in the first person, you create a conversation between you and your reader.  That helps establish a more authentic relationship. Unfortunately, most websites today use verbiage that reads like a bot wrote the wording.  Skip that.  Use approachable language written in the first person, so it feels like the start of a conversation. Because a conversation can lead to connection and a connection can lead to a sale.

  6.  Lose the Industry Jargon

    Remember that the whole point of marketing and branding is to connect with your audience. And today people are short on time and patience. Make your communications easy to understand and to the point. Write for a 5th – 8th grade level. No one wants to over-analyze your offering. They’ll just move on to someone with more clarity. 
If you need help with your content, we’d be happy to have a conversation about how we can help make you magnetic to success. We help growing businesses become magnetic to success with brand strategy and storytelling.