As a freelance copywriter I face everyday the fact that there is too much information to read. As a result most published content are becoming ineffective. Readers have developed a sound filtering system that easily weed out bad content and respond positively to good content.
As you can see, it’s important (now more than ever) to create better content that resonates with your audience because that’s the only way to earn their attention. This takes lots of effort and learning, but it’s doable.
To help you create content that stands out and earn your audience’s attention, here are a few valuable tips from copywriting theory you should try now:
1 Tailor your content to a specific individual you want to connect with
Before you put pen to paper, ensure you know who you are writing for (i.e. your target audience). What does your reader really want to see? What is her pain point? What problems is she facing now and how can your content provide solutions to these?
But, how do you find out about these things? One way is researching their demographics, age, hobbies, what they like/dislike and so on. And then you also should research in the internet: keywords, Google suggestions and so on.
The objective is to identify a specific problem your potential customer is facing now, and tailor your content to that, in order to earn their trust.
You can start by highlight a problem and promise a solution in the content if she reads.
This can immediately grab attention and make her want to read your article. Some copywriters would spend days or even weeks just researching what their audience wants. After this exercise, they come up with a central benefit and continuously hit on that throughout their copy.
2. Craft the content that that person actually wants to read
Look at websites like Wikipedia or your favorite sites, what do they have in common? They consistently provide content that you find useful, which gets your attention and that is why you always go back for more.
This is what you want your own content to achieve your brand.
And that means writing in a way that makes your readers go, “Oh look, he knows what I’m struggling with and is going to help me!” After that, you need to craft headlines that address their urgent needs.
When your headline matches what your readers want now, they will notice and pay attention to what you have to say. After you figure out the content your reader wants to read, and a headline that communicates that to her, you now need to make your content consumable.
Adding lots of white space, featured images, useful videos, and a strong introduction to your content can go a long way in helping you nail down your reader’s waning attention.
3. Invest money or time in design
If you have a website where you connect with readers, you have .05 seconds to create an impression and that’s when your readers form an opinion about your site. Graphic design is one (out of many ways) of getting people’s attention so you need to incorporate it into your writing.
When it comes to your website, think what you need your users to do and if you do not have money, invest time researching free themes until you find one accurate. You don’t have to spend 5 figures, you can get high quality designs cheap and even free, but you will need t o invest a lof ot time researching, looking for them and checking all the features: lay out, mobile optimization, loading time, etc.