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How to Create Captivating Content

Discussion in 'Copywriting' started by chrisnos, Jul 1, 2015.

  1. #1
    If you don't know how your articles are going to be disorganized, messy, confusing, and offer little value to customers.

    When you know how to communicate a complete idea, it flows seamlessly and naturally, and your customers stick around to read because it's easy to understand, simple, and gives them the information they're looking for in a straightforward way.

    This is a formula for creating captivating content that captures attention.

    Once you learn this formula, you can use it instantly in to make any video, blog post, or anything else a thousand times more powerful

    Communicating an idea correctly follows a very specific order, where you attack and eliminate their objections one by one through education about your products, services, and offering value.

    Also, If you're offering a product, but not really offering your customers what they want, you may not even realize you're doing it, but your customers will pay no attention to your content, or they won't have interest in going further if they don't understand how your product will help them.

    There's no replacement for a good education from a master on whatever you're trying to learn.

    This is an article from my marketing workshop, I think it will help you:

    "The purpose of great content is to achieve 3 objectives:

    1. Have engaging content that maintains attention

    2. Educate them about your product and sell your solution

    3. Eliminate all objections stopping them from buying​

    Your customer mentally goes through a very specific process when making a decision, and you must understand this in order to be able to create the most powerful marketing possible.

    In order to make the sale, you need to be able to communicate a complete idea, and you must overcome your customer's objections in a very specific order.

    When designing content, there are 3 things your customer needs to know before they feel comfortable buying your product:

    Why, what, and how.

    First you need to educate your customer on why your product can help them - the benefits they're going to get, and pain they'll avoid by listening to what you have to say.

    Second, you educate them on what your product is - you show them why you're qualified to teach them, and introduce the blueprint for how your product is going to deliver results.

    Third, you educate them on how to go out into the world and apply this information.

    Throughout this example, I'm going to pretend I'm selling you a GPS - it shows you how to get navigate roads and streets.

    You don't want to buy one based on that description.

    I'm going to show you a scientific formula for selling the same product with maximum persuasion.

    Why

    First, your customer is asking themselves:

    "Why should I listen to this person? how is this content going to help me? Is this person even interested in helping me, or just trying to sell something?"

    This is the salesman stage, where you're persuading them of the value of you and your product.

    Your customer needs to know why they should care, or read your content, and your job is to make connections between your material, the benefit they get from taking time to read your page.

    You're telling them why your product is such a miracle, all the great things they'll get, how it will erase all their fears, and what they'll move toward by learning this information.

    An example of this is...

    "If you don't have a map, you're not going to know how to get to your destination, get lost trying to find your way to places the fastest way possible.

    Imagine missing a doctor's appointment, and having to deal with 2 hours on the phone trying to reschedule, because you took a wrong turn, or weren't able to get there on time - is it worth $50 to avoid the hassle?


    Imagine the tears in your child's eyes when you miss your child's soccer game, because you couldn't find your way to the school - is that worth another $25?


    Then, imagine the joy on his face when you show up smiling and show him how proud you are, all because you had a GPS"

    You're selling what your customer is going to gain from your product, and what they're going to avoid by not investing in it.

    What

    Second, once your customer knows what your product will do for them, they want to know how it works, and how it's going to deliver the benefits they want.

    This is the stage where you transition from being a salesman to showing you're a true expert, and can walk the walk on your product.
    SEMrush
    This is the super scientific stage, where you eliminate all the hype, and focus on a description of what your product is going to do for them.

    This is the stage where you convince your customer of all they hype - they know you know the facts and walk the walk, and deliver on all the promises you initially made.

    In this stage, you want to present charts, facts, theories, data etc. about why your product is the best to persuade their logical mind, and eliminate skepticism .

    An example of this...

    "If you have a map of step-by-step directions, you can find your way anywhere instantly, imagine being able to go anywhere in the country knowing exactly what turns to take, avoiding all traffic and construction, because the computer detects traffic and makes sure you're sent on the fastest route possible."

    You explain what your product is (automated verbal direction delivery system), and how your solution relates back to thewhy (you can effortlessly get anywhere you want to go as fast as possible).

    Once you've grabbed their attention,the 3rd step is to show them how to go out and use the technique, and translate the product into results.

    How

    Third, now that you've grabbed their attention, and persuaded them of your expertise, you need to make it worth their while for reading by giving them the answer to "how do I do it?"

    At this stage, your customer wants a step-by-step procedure, recipe, and process - how they can take out into the world and apply their new insights to the real world to get real result.

    You're selling a small taste of how your product will benefit their life on a much larger scale if they purchase it, by giving them a real-world demonstration.

    Once you understand why your customer is buying, how to craft your headline, and how to construct incredible content, your next step is learning the biggest mistakes most marketers make, so you can make sure you avoid them."
     
    chrisnos, Jul 1, 2015 IP
    SEMrush