How to Write Captivating Content Based on Conversation
People get hit hard with sales copy–every hour of every day.
Just think of how many times you see a sales pitch for this or that, whether it be an email promotion in your inbox or an ad in your favorite lifestyle magazine.
Or those annoying ads asking you to buy dish detergent that pop up in the middle of a touching Dodo video about a dog with three legs overcoming all odds.
With all the information consumers are confronted with, your business needs to find ways to make your content stand out among the noise and focus prospects’ attention.
You may be thinking, “Sure, sure, that’s what they all say–but easier said than done.”
You know that savvy marketing content goes beyond using snazzy buzzwords and bolded font. Those tactics aren’t going to cut it.
In other words, it’s not a matter of being the loudest person in the room.
When it comes to using content in a smart and strategic manner, the art of subtlety and masterful craft is key.
People want to be enticed in a genuine way. And, as the esteemed writer Ernest Hemingway put it, “Good writing is good conversation, only more so.”
Like Hemingway, we’ve found that building content based on captivating, meaningful conversation that your audience craves is a proven strategy for effective marketing.
We have conversations every day. But translating your content into conversation may not come all that easily.
In this post, we’re giving you three ideas on how to create captivating content based on conversation.
#1: Pull from testimonials.
The recipe to build trust of prospective customers has several components, one of which is social proof.
For instance, you may have found yourself…
- Checking out Yelp or TripAdvisor reviews before visiting a restaurant in a new city.
- Reading Amazon testimonials and reviews before purchasing a new camera you’ve been considering.
- Asking your friend for her opinion about the teachers at her son’s school before enrolling your own child there.
As consumers, we often rely on the opinions, advice, and experience of others to make purchase decisions.
In fact, according to Social Barrel, “The average consumer consults 11 online reviews before making a purchasing decision.”
Not only do these reviews and testimonials provide us with honest and candid opinions on products and services–they tell a story.
And who doesn’t love a good, relatable story?
However, including testimonials in your lead generation and conversion strategy doesn’t mean you should just plop them onto a testimonial page on your website.
Ideally, you can use testimonials to craft a narrative and story in your content production efforts, and disseminate them on a range of channels–such as your blog, social channels, e-newsletter, and more.
Creatively telling these stories is a great way to use conversation to share “why” someone should choose your product or service without sounding too pushy.
For example, Foot Solutions is an Ireland-based store that sells footwear designed to provide comfort and alleviate pain.
Their testimonials page features a testimonial from a customer named Trina.
According to the site, “Trina experienced foot problems for ten years, suffering from both Heel Spurs and Plantar Fasciitis. This had a serious impact on her active lifestyle.”
Browsing through her testimonial, there are a few lines that stand out, such as…
- “I love going for a walk, but it got to the point that I’d have to ring my husband to come and collect me because my feet were too sore to make it home.”
- “The difference was unbelievable!”
- “I can walk into work in Cork city every morning and spend all day on my feet without any problems.”
- “When we go for a walk now my friend says she can barely keep up with me!”
- “The visit to Foot Solutions has made a huge difference to my life.”
Now, if Foot Solutions were your business, you could create content inspired by the testimonial. For example…
Wishing you could still go on long walks in nature without the pain and agony of sore feet?
With Foot Solutions, you’ll experience the unbelievable difference in comfort provided by our shoes. Like Trina, you may even find yourself speeding ahead of your younger friends and family members!
Now it’s your turn. What kind of content magic can you create utilizing your customer testimonials?
#2: Answer questions.
A conversation is a two-way street. And a good conversation has a healthy dose of questions and answers.
To inspire your conversational copy, take note of the questions you typically field from current and past customers.
Or, if you are a new company and don’t have enough customer interaction, organize a focus group to find out what questions they may have about your product or service.
Be sure to record the conversations you have with the focus group, and specifically how they phrase their questions and tell their stories.
Perhaps you run a catering business and discover that your audience wants to know what kind of dietary accommodations you can make on your menus.
Or you sell organic household cleaning products and observe that your ideal prospects want to know if the products are pet- and child-friendly.
Whatever it may be, let your compiled list of questions guide your content creation process.
From there, don’t forget to write as if you’re talking to a close friend.
Prospects want to feel a connection to companies they buy from that goes beyond a business transaction.
If you can ease their concerns, surprise, and delight them, you’ll have a better chance of increasing conversions.
#3: Tell stories.
Since the dawn of humanity, people have told stories.
It’s the way we pass down information from one generation to the next. It’s how we build bonds with friends and family members.
The reason that stories are so powerful is that they make us more relatable and understood.
Painting a picture in regards to your product or service via storytelling is more effective than sharing bulleted lists of why people should buy your stuff.
For example, when writing your weekly or monthly email newsletter, find ways to tell parts of your personal story that inspired you to create your company.
Maybe it’s talking about the challenges you faced as a new mother trying to give her baby a bath. Then describing how and why you created your baby bath product company.
Or discussing the arduous process of transporting your camera equipment as a former photographer, and how it inspired you to create camera transportation solutions.
As with testimonials, telling your story humanizes your business and builds trust between you and your prospects.
Using these three strategies, look at how you can create new content based on conversation.
From inspirational to shocking, reflective to helpful, meaningful conversation can positively influence your content efforts and overall business goals.
Curious to see what’s needed in your overall content strategy?