Creating revenue-generating content is both an art and a science. If you want to write compelling content that sells, make sure you’re avoiding any easy-to-miss mistakes and putting your best message forward with copy that follows best practices.
Here are the 3 surprisingly common content mistakes and the solutions to fix them:
#1. You’re content isn’t solution-oriented.
It’s so easy to talk about your business and why it’s wonderful.
But it’s important to stop and ask, “How do I write about my business’ benefits in a way that my audience needs to hear?”
The fix: Deliver solution-oriented content.
Here’s a million-dollar rule to content writing that will make the biggest difference in your strategy:
Write content that sells the solution to your audience’s problems or desires.
All of your content should be written in a way that helps your audience easily picture their lives after your product or service has fixed a problem.
Let’s look at an example. Imagine for a moment you own a health-focused smoothie shop.
Instead of, “We use premium-sourced, natural ingredients.”
Try saying, “Fuel your body with the best ingredients nature has to offer.”
Instead of, “We offer a protein boost mix-in for our smoothies.”
Try saying, “Supercharge your morning with an added boost of protein.”
Instead of saying, “Our smoothies support better health.”
Try saying, “Sip your way to a healthier you with our smoothies.”
Remember, actionable, solution-oriented content is all about creating your audience’s better reality as a customer of your brand.
#2. Your content isn’t skimmable.
Let me fill you in on an important content marketing reality:
People don’t like to read.
You may have a few audience members who will gladly read big paragraphs and long-from copy, but for the most part, you really only have a few words or a few short sentences to capture the attention you’re looking for.
If you’re sharing content that’s super long and detailed, there’s a good chance it won’t attract the readership you’re looking for (even if it’s beautifully written).
The fix: Make your content skimmable.
Use short paragraphs, bullet points, and brief, impactful statements to leave the impression you’re looking for.
When your content is easy on the eyes, you may be surprised by how much more of the message your audience will absorb – resulting in more knowledge about your brand and ideally, more engagement.
Remember, content isn’t all about written text. Pictures and videos play a heavy role in your content strategy too and they’re your biggest assets for skimmable content.
While your audience might not like reading, they will likely love pretty pictures and eye-catching videos. (Like the saying says, “A picture is worth a thousand words.”) So consider conveying your message through multiple forms of media to create skimmable, but powerful content.
#3. You’re content isn’t driving the sale.
You’ve probably heard that overly sales-y content is a definite no-go.
But there’s a way to sell your brand’s products or services without sounding giving your audience sleazy salesperson vibes.
All the content you produce should serve a purpose, which is usually – in one way or another – to sell what your brand has to offer.
The fix: Create content that keeps its eyes on the prize, and naturally funnels your audience into taking the action you’re looking for.
Don’t shy away from the sale, but rather, consider it an art that your content serves to illustrate. Here are a few ways to seamlessly drive your sales:
- Get creative with your calls-to-actions (CTA) statements and avoid generic sales-y terms like “buy now.”
- Incorporate many CTA opportunities in your content design, like buttons to shop or contact you, or links to your products and services.
- Write solution-oriented content that highlights your key selling points with minimal fluff and distraction.
- Consider sharing user-generated content like testimonials and reviews, so your existing fans can help you sell your products using their own words.
Fix these mistakes, and your content will be unstoppable.
Tell me in the comments: what solution does your brand offer to your audience?
Linda Walkowich 