How to write ads, content, sales pages that SELL

You’ve probably heard the Pareto principle (the 80-20 rule) being referenced numerous times.

This would mean that 20% of online content gets 80% of the views... Right?

Wrong.

It’s more like 5% of content gets 95% of the views.

Why?

Because most content so f*cking BOOOOOOOORING.

Cliche. Low energy. Dry. And littered with useless, irrelevant information.

So here’s what you need to do to make sure your content falls into the 5% category:

The secret to creating content that SELLS (without being annoying, sleazy, and salesy)

First step. We need to avoid writing like a wet noodle. Inject some dynamite into our writing. Add some spice, some pazzaz, some LIFE.

The best way to do it?

Keep everything as authentic as possible. Write like you’re talking to a friend, or your grandma. Keep it causal, keep it real. Like I’m doing right here.

Write like your sitting at a bar, just chit-chatting, like you’re talking to a human being…because you actually are.

That means a lot of short, to-the-point sentences. It’s not natural to listen to someone go on and on and on like they’re reciting a whole paragraph without breaks.

We need to make it EASY to read, easy to skim through. Same goes for video content. Make it easy to get into, and easy to follow.

Why does it have to be easy? Are people that lazy?

Yes.

From endless consuming of online content, most people have the attention span of a goldfish.

So first and foremost you need to grab their attention.

They are constantly analyzing and looking for reasons to NOT read/watch your content. And if they have to use too many brain calories to understand and follow your content, they will scroll.

Using Razor Sharp Hooks That Grab Your Reader And Don’t Let Go

You HAVE to grab your readers attention AND keep it.

Make it impossible to scroll past your stuff.

Get them to read that first sentence and then the next… and the next… and the next… until he gets to the end, gasping for air.

So, let’s not do any of this:

"We’re really good at what we do and the competition is bad and we’ve been in business for 20 years and we really care about you as a customer.”

Let’s be honest, they don’t give a flying f*ck about any of that, and neither do you about another business.

Also, it’s what your competitors are saying. It’s cliche. Fluff. Stuff that doesn’t actually mean anything.

And worst of all?

It’s BORING.

And if you’re writing is boring it may as well not even exist.

When people first land on your article they’re not ready to fully commit yet. They're just browsing the menu, seeing if anything catches their eye.

It’s up to you to use your headlines and subheads and paragraphs to SELL them on the idea of sticking around and reading more.

It’s the exact thing I'm doing here.

But here's the real secret sauce:

Make it all About THEM

My favourite rule to keep in mind in marketing is: “what’s in it for me?”

Every customer, every reader, is thinking this when they go through your stuff. Consciously or sub-consciously.

So, make the reader the star of the show.

Only when they believe and understand that you’re actually trying to help them are they ready to hear your story.

So keep it laser focused on how reading your stuff will help THEM out.

Skip the bullshit

Last thing.

Don’t ignore pointing out the obvious to avoid offending anyone. Address all their skepticism and objections, any questions they might have head on. Defuse it with logic, empathy, and the cold hard truth. Just be real with people. This will also save you a lot of headaches further down the line.

Remember this quote by one of the all time greats of advertising:

“The consumer is not a moron. She’s your wife.” -David Ogilvy

Talk soon,

Jan

P.S. If you’d like me to analyze your content, and see what I would change, or write your stuff for you,

get in touch with our agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a free call.

Sound good? Fill out this form and we’ll get back to you as soon as possible.