A Way with Words: How to Engage Your Audience with Great Writing
If you ask a professional copywriter how to write, many will say, “Conversationally.” That makes sense. But what does “conversational” actually look like? How do you have a conversation with someone you can’t see, hear or talk back to?
If staring at a blank Word doc makes you feel anxious, you’re not alone. Creating web content, a blog post, an email, an e-book or even your next direct mail piece can be intimidating. But once you get some of the basics, you’ll find your fingers flying across your keyboard.
- Write one-to-one. Even a magazine ad or a billboard that reaches millions of readers is seen by only one person at a time. People read as individuals, not as a group. One of the most common mistakes is writing as though you’re addressing a room full of people. Instead, imagine a one-on-one conversation as you write.
- Write for your audience. If they’re not into slang, don’t try to be too hip; they won’t relate or you’ll come across as fake. To write content that’s relevant to your target audience, be sure you have a clear picture of who you’re talking to.
- Get in touch with your inner storyteller. People are hardwired to respond to stories. Use storytelling in your messaging to talk about your brand or company’s mission and appeal to people’s emotions.
- Be concise. People’s attention spans are short, so brevity often wins. When you ramble, people tune out.
- Use subheads and bullets. A study from the Nielsen Norman Group found that 79% of online readers skim, while only 16% read every word on a page. Break up your copy with subheads and bullets to make it easier for people to digest the content and understand your message.
